NAFTA is a market zone that eliminates tariffs between the United States and _______.
A. Canada, Mexico, and Costa Rica
B. Canada and Mexico
C. Mexico, Honduras, Nicaragua, Costa Rica, and Panama
D. Canada, Mexico, Costa Rica, and Panama
E. Canada, Costa Rica, and Panama
_______ is not a characteristic of a great sales presentation.
A. Explaining the value proposition
B. Asserting the advantage and benefits of the product
C. Developing win-lose solutions
D. Enhancing the customer’s knowledge of the company, product, and services
E. Creating a memorable experience
Before Gabriel bought a camera, he engaged in a thorough information search
reviewing magazines, soliciting opinions from friends and families, conducting online
searches, and testing out different cameras in the store. This is an example of ________.
A. Extensive information search
B. Limited information search
C. Minimal information search
D. Low involvement
E. Internal information search
Little m marketing includes ____________.
A. Marketing strategy
B. Advertising
C. Brand image
D. Both marketing strategy and brand image
E. Both advertising and brand image
Alma and Tarvares see an ad for a new Sony LCD flat-panel television. Alma sees a
high-quality television worth the money while Tarvares sees an overpriced television
that does not warrant a premium price. What makes them see the same ad so
differently?
A. Different values
B. Different self-esteem
C. Different attitudes
D. Different perceptions
E. Different beliefs
______ physically shows how the product works. For example, Bounty paper towels
are regularly shown on TV ads as having superior absorbency.
A. Mood/affect
B. Humor
C. Slice of life
D. Demonstration
E. Lifestyle
____________________ is an interactive marketing system that uses one or more
advertising media to affect a measurable response and/or traction at any location.
A. Public relations
B. Direct marketing
C. Interactive marketing
D. Sales promotion
E. Personal selling
_____ tends to reinforce existing attitudes and creates a real challenge for marketers
trying to overcome negative beliefs and attitudes since people are less likely to be
aware of or retain information to the contrary.
A. Selective awareness
B. Selective distortion
C. Selective memory
D. Selective retention
E. Selective hearing
In a marketing plan, every strategy must include implementation elements. These are
called ___________.
A. Vertical tactics
B. Action by design
C. Plans by scorecard
D. Action plans
E. All of these
Firms that employ service as a marketing strategy must plan ahead for _____________
and train employees to properly execute service recovery.
A. Service differentiation
B. Service success
C. Service failure
D. Service orientation
E. All of these
When a company creates a product that extends, enhances, and encourages the
customer beyond delivering its core, this concept is called _______.
A. Product extension
B. Product deviation
C. Product subordination
D. Product clustering
E. Product enhancement
_____________ takes place when the receiver interprets the meaning of the message.
A. Decoding
B. Encoding
C. Media buying
D. Reach
E. Noise