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Which of the following states that the people who did not respond to a study may feel
differently about the issue being surveyed than those who did?
A) interviewer bias
B) nonresponse bias
C) central tendency error
D) tolerance bias
With reference to the "Net Promoter" customer loyalty metric, the "Net promoter score"
is calculated by:
A) subtracting the percentage of passively satisfied customers from the percentage of
promoters.
B) subtracting the percentage of detractors from the percentage of passively satisfied
customers and then adding it to the percentage of promoters.
C) subtracting the percentage of detractors from the percentage of passively satisfied
customers.
D) subtracting the percentage of detractors from the percentage of promoters.
Marketing managers are interested in variables such as usage rate and degree of loyalty.
Which category of descriptor variable do these fall under?
A) geographic
B) demographic
C) psychographic
D) behavioral
It is difficult to enter Japan's retail market because of:
A) its maze of importion and operational laws.
B) high brand loyalty.
C) its high dependence on black markets.
D) low level of disposable income.
Net Promoter is a metric introduced by Reichheld in his 2003 Harvard Business Review
article "The One Number You Need to Grow." This metric indicates:
A) customer loyalty.
B) customer profitability.
C) product quality.
D) relative position of the organization in the industry.
Which of the following statements is true about a multiple-channel system?
A) It reduces the cost of distribution.
B) It is a type of a direct channel where intermediaries are eliminated through the use of
information technology.
C) It simplifies coordination and management of the channel of distribution.
D) Loss of control is a typical problem associated with a multiple-channel system.
________ is used to get an initial notion of the commercial prospects of a concept.
A) Idea screening
B) Brainstorming
C) Concept testing
D) Test marketing
Which of the following products/services is high in search qualities?
A) jewelry
B) child care
C) television repair
D) legal services
Using the breakdown method, calculate how many salespeople will be needed if a
company expects to sell $100 million worth of goods in 1998 and the average sale per
salesperson is $5 million.
A) 5
B) 10
C) 20
D) 50
Which of the following best describes a category of new product that already exists but
the firm is just entering it?
A) classically innovative products
B) new category entries
C) line extensions
D) improved products
Identify the type of promotion that gives away the product itself or a closely related
product.
A) price-oriented promotion
B) product-oriented promotion
C) trade promotion
D) vertical promotion
A large amount of evidence indicates that merely satisfying customers:
A) is not enough to keep them loyal to your company or product.
B) leads to increased purchase by the customers over time.
C) attracts more customers through word of mouth.
D) allows you to reduce advertising expenditure over time.
