Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
The primary responsibility of ______________ is to increase business from current or
potential customers by providing them with merchandising and promotional assistance.
A. Technical sellers
B. Trade servicers
C. Missionary sellers
D. Solutions sellers
E. All of these
The best place in a SWOT analysis for a wristwatch manufacturer to identify the threat
of substitute products like cell phones is in ________.
A. External opportunities
B. External threats
C. Internal opportunities
D. Internal strengths
E. Internal weaknesses
The _____________ aspect of a firm is generally the most visible to people outside the
organization.
A. Financial management
B. Accounting
C. Marketing
D. Information technology
E. Operations management
NAICS codes now include __________.
A. United States
B. United States and Canada
C. United States, Canada, and Mexico
D. Both of the Americas, North and South
E. Both of the Americas and the Caribbean Basin
Great service occurs when processes are engineered both above and below the
_____________ for the customer.
A. Line of motivation
B. Line of demarcation
C. Line of visibility
D. Line of distinction
E. None of these
José, an employee of a company that has worked hard to have a customer mind-set,
understands that ______.
A. Whether internal or external to the firm, satisfying customers is central to doing his
job well
B. All members of the firm must get to work on time and start their computers by 8:30
a.m.
C. Management must tell them when to give rebates to customers
D. All employees should have equal access to parking alongside managers or even the
CEO
E. All of these
When a company purposefully makes pricing decisions to undercut one or more
competitors and gain sales and net market share it is demonstrating a(n)
___________________ strategy.
A. Cost-plus pricing
B. Price war
C. Markup on sales price
D. Average-cost pricing
E. Target return pricing
__________________ require that a certain percentage markup be applied to all
products.
A. Fair trade laws
B. Minimum markup laws
C. Loss leader products
D. State fair trade laws
E. None of these
Harley-Davidson introduced a cologne. While the Harley brand has a large and loyal
customer base, the cologne was not successful. This is an example of the ______
limitation of branding.
A. Lack of meaningful differences among products
B. Failure to persuade the customer
C. Failure to overcome poorly designed products
D. Failure to protect the brand
E. Lack of brand-worthy communications
_______________ are typically expressed as greatly extended invoice due dates.
A. Cash discounts
B. Trade discounts
C. Quantity discounts
D. Seasonal discounts
E. Promotional allowances
A marketing manager may wish to initiate a marketing audit when _________.
A. The firm is about to undergo a major rebranding initiative
B. Evidence exists of significant marketing inefficiencies and poor ROMI and other
metrics
C. A new creative agency is coming onboard
D. A recent change has occurred in top management
E. All of these
The sales engineer from General Electric who calls on Boeing to sell the GE90 jet
engine to be used in Boeing aircraft is an example of a ____________.
A. Technical seller
B. Solutions servicer
C. Missionary salesperson
D. Trade servicer
E. Telemarketer
Social class as a segmentation tool takes into account _______.
A. Income
B. Education
C. Occupation
D. None of these
E. A, B, and C
XYZ is a new hotel chain and is relatively unknown among Disney park visitors.
However, because Disney has attached its name to the hotel, most rooms are booked
every night. This is probably because customers associate Disney with quality and so
they also expect XYZ to be a high-quality hotel. This is an example of the __________
benefit of brand equity.
A. Brand communications
B. Brand image
C. Brand connections
D. Brand loyalty
E. Brand sponsors
Maria identifies with a specific religious group, which is a smaller subset of her culture.
Maria's religious group is an example of a(n) ______.
A. Institution
B. Social group
C. Support network
D. Subculture
E. Society
