Creative selling involves developing new customers and maintaining old ones by
investing a considerable amount of time in understanding buyers needs and wants.
When the corporate brand is carried with individual product names it is known as
co-branding.
A prisoners dilemma game is the kind of game in which competition leads to a
less-than-optimum outcome for both managers.
A business that assists in the performance of distribution tasks other than buying,
selling, and transferring title is referred to as merchant middleman.
Skimming is also known as penetration pricing.
Cosmetic customizers provide each customer with unique products or services without
telling them that the products have been customized for them.
There is no single perceived value in the marketplace.
Transaction information stored in accounting records is a good secondary source of
research information.
Direct mail is an example of a personal channel of communication.
Target costing ensures that market feedback is brought back into the development
process right from the beginning.
When the elements of a product line appeal to different segments of the market with
different characteristics, a ________ approach can be used for analyzing such a product
line.
A) portfolio
B) market segment
C) market share
D) market growth
During a purchase process, a junior or inexperienced salesperson is more likely to be
focused on the:
A) purchaser.
B) influencer.
C) decider.
D) initiator.
Which of the following statements is true about marketing plans?
A) Marketing plans are always forward looking.
B) Plans should not be developed for specific customer segments.
C) A typical marketing plan sequence starts with data analysis.
D) Marketing plans contain objectives and strategies instead of financial details.
Which of the following statements is true about personal selling?
A) Personal selling generally involves telephonic conversation.
B) Very limited amount of information can be communicated during personal selling.
C) Personal selling is expensive.
D) Companies marketing business-to-business products rarely use personal selling.
________ game theory seeks to predict the behavior of rational, intelligent firms
competing independently.
A) Noncooperative
B) Cooperative
C) Dynamic
D) Static
Which of the following is a component of the core strategy?
A) sales
B) fixed cost
C) value proposition
D) net profit
Tangible dimension of services refers to:
A) physical evidence of the service.
B) a guarantee offered by service providers.
C) the people who provide service.
D) the technical services offered to the customer.
E) the functional services offered to the customer.
Under ________, the idea is that retailers plan marketing and strategy for an entire
group of products rather than on a brand by brand basis.
A) category management system
B) value chain system
C) mass marketing system
D) hybrid system
According to the text, the relationship between buyer and seller begins when:
A) the product is introduced in the market.
B) a customer enquires about the product.
C) the purchase is made.
D) the customer recommends the product to others.
Which of the following is the biggest of all subscription-based information services?
A) DIALOG
B) Yahoo
C) America Online
D) Microsoft
A competition is inward oriented in which of the following types of competition?
A) product form competition and product category competition
B) product form competition and generic competition
C) product category competition and generic competition
D) product category competition and budget competition
________ are useful for getting large samples for projection purposes.
A) Surveys
B) Focus groups
C) Demonstrations
D) Interviews
The concept of “value-in-use” is a useful method of estimating customer value for:
A) consumer electronic products.
B) industrial products.
C) convenience products.
D) fast moving consumer goods.
Which of the following is likely to occur if a company has too many territories?
A) A salesperson would spend too much time traveling.
B) Salespeople would fight over the geographic boundaries.
C) It would increase a salespersons income.
D) A salesperson will not get enough time for selling.
________ are also known as “umbrella” brands.
A) Sub-brands
B) Distinct product brands
C) Corporate parent brands
D) Ingredient brands