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Which of the following statements is true about personal communication channels?
A) A magazine advertisement exemplifies the use of a personal communication
channel.
B) All personal communication channels are directly controlled by a company.
C) Personal communication channels do not allow sending and receiving of feedback.
D) Word-of-mouth influence uses a personal communication channel.
E) A billboard message exemplifies the use of a personal communication channel.
If the company's offer delivers greater value by exceeding the competitor's offer on
important attributes, the company can charge a higher price and ________, or it can
charge the same price and ________.
A) earn lower profits; gain higher profits
B) earn higher profits; lose profits
C) earn higher profits; gain more market share
D) lose profits; gain more market share
E) lose profits; gain higher profits
When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?"
slogan to attack AT&T's rumored spotty service. This example best illustrates
________.
A) informative advertising
B) reminder advertising
C) comparative advertising
D) covert advertising
E) institutional advertising
Underpriced products ________.
A) produce less revenue than they would if they were priced at the level of perceived
value
B) sell poorly in the global marketplace
C) produce more revenue than they would if they were priced at the level of perceived
value
D) mostly offer higher value than those with a high markup price
E) are characterized by rapidly declining demand
Eric Mason, an employee of Huntington Steelworks, is responsible for defining product
specifications and providing relevant information for evaluating alternatives in his
organization's buying center. Eric, whose opinions affect the buying decisions of his
organization to a great extent, is most likely a(n) ________.
A) user
B) influencer
C) decider
D) gatekeeper
E) buyer
When a customer lets a producer know something about its products or advertising, the
customer is providing ________.
A) decoding
B) noise
C) feedback
D) encoding
E) reverse marketing
While Jenkins Stationeries was selling branded stationery at premium prices, Pembroke
Stationeries, a store across the street, was selling the same branded stationery at
discount prices. Which of the following value propositions best describes Pembroke's
product positioning?
A) more for less
B) more for the same
C) same for less
D) less for much less
E) more for more
The simplest way to enter a foreign market is through ________.
A) joint venturing
B) direct investment
C) exporting
D) joint ownership
E) contract manufacturing
Jacob Engineering Group views and organizes its marketing activities from the
viewpoint of its buyers. Management works hard to sense, serve, and satisfy the needs
of its well-defined group of buyers. What does Jacob Engineering Group practice?
A) consumer-oriented marketing
B) societal marketing
C) sense-of-mission marketing
D) customer-value marketing
E) innovative marketing
________ allowances are payments or price reductions that reward dealers for
participating in advertising and sales support programs.
A) Promotional
B) Trade-in
C) Segmented
D) Functional
E) Dynamic
Which of the following is true with regard to prospecting?
A) Salespersons meet and greet the buyer.
B) Salespersons learn as much as possible about the organization.
C) Salespersons identify qualified potential customers.
D) Salespersons tell the "value story" to the buyer, showing how the company's offer
solves the customer's problems.
E) Salespersons ask for the order, review points of agreement, and offer to write up the
order.
Many firms today use RFID technology to ________.
A) identify new target markets
B) analyze threats and opportunities in the macroenvironment
C) move toward environmental sustainability
D) track products through various points in the distribution channel
E) track patterns of online consumer behavior
With an expected increase in ethnic diversity within the American population,
marketers are most likely to place a greater emphasis on ________.
A) geographic segmentation
B) targeted advertising messages
C) mass marketing
D) "do well by doing good" missions
E) corporate giving
Blue Fizz Inc. sponsors every race that takes place at the Sears Racing Track in Orange
County, California. The high-octane racing at Sears is perfect for Blue Fizz to sell its
energy drinks and to establish the desired brand image of the company. Which type of
promotion is evident here?
A) event marketing
B) mass marketing
C) point-of-purchase promotion
D) solution selling
E) advertising specialties
________ is determined by a customer's evaluation of the benefits and costs of a market
offering relative to those of competing offers.
A) Customer-perceived value
B) Customer lifetime value
C) Share of customer
D) Customer-managed relationship
E) Brand value proposition
