________ includes all the activities in selling goods or services directly to final
consumers for personal, non-business use.
A) Wholesaling
B) Retailing
C) Procurement
D) Promoting
E) Warehousing
By 2025, annual consumption in emerging markets will total $30 trillion and contribute
more than ________ percent of global GDP growth.
A) 65
B) 70
C) 78
D) 81
E) 85
A(n) ________ is defined as a distinct unit within a brand or product line
distinguishable by size, price, appearance, or some other attribute.
A) stock-keeping unit
B) inventory turn
C) individual brand
D) product type
E) brand line
What are the four broad components of holistic marketing?
A) relationship, internal, position, and performance marketing
B) integrated, internal, position, and performance marketing
C) relationship, integrated, internal, and performance marketing
D) integrated, relationship, social responsibility, and position marketing
E) relationship, social responsibility, internal, and performance marketing
GM employees work at large customer facilities to reduce materials-management
spending. This is an example of the solutions to ________ form of solution selling.
A) encourage partnerships
B) alter corporate culture
C) enhance customer revenues
D) decrease customer risks
E) reduce customer costs
Broomer threatens to withdraw all its other products from the retailers’ stores if they are
unwilling to push products from the “Inducer” line. This is an example of ________
power.
A) reward
B) coercive
C) legitimate
D) expert
E) referent
Which of the following is an example of a hybrid service?
A) teaching
B) car
C) restaurant meal
D) soap
E) air travel
A ________ consists of all products ‘” original as well as line and category extensions ‘”
sold under a particular brand.
A) brand line
B) co-brand
C) generic brand
D) licensed product
E) subbrand
________ accounting refers to the manner in which consumers code, categorize, and
evaluate financial outcomes of choices.
A) Cost
B) Financial
C) Behavioral
D) Mental
E) Factual
Which of the following is an example of a business and sales force promotion?
A) advertising allowance
B) free samples
C) contests for sales reps
D) display allowance
E) discount coupons
________ are associations designed to overcome perceived weaknesses of the brand.
A) Conceptual points-of-parity
B) Category points-of-difference
C) Competitive points-of-parity
D) Competitive points-of-difference
E) Category points-of-parity
________ is the tendency to interpret information in a way that will fit our
preconceptions.
A) Selective retention
B) Cognitive dissonance
C) Selective distortion
D) Subliminal perception
E) Selective embellishment
The ________ in the value chain cover the sequence of bringing materials into the
business (inbound logistics), converting them into final products (operations), shipping
out final products (outbound logistics), marketing them (marketing and sales), and
servicing them (service).
A) operations processes
B) manufacturing processes
C) primary activities
D) secondary activities
E) tertiary activities
Which of the following statements is true of the factors that affect an advertising
budget?
A) High-market-share brands usually require proportionately high advertising
expenditure as a percentage of sales to maintain share.
B) Brands in less-differentiated or commodity-like product classes require less
advertising to establish a unique image.
C) New products typically merit large advertising budgets to build awareness and to
gain consumer trial.
D) In a market with few competitors and moderate advertising spending, a brand must
advertise more heavily to be heard.
E) Established brands usually are supported with high advertising budgets, measured as
a ratio to sales.
A(n) ________ is a storeless retailer serving a specific clientele ‘” usually employees of
large organizations ‘” who are authorized to buy from a list of retailers that have agreed
to give discounts in return for inclusion on the list.
A) direct-selling vendor
B) direct marketing vendor
C) buying service
D) automatic vendor
E) corporate retailer
Robert Jennings consultants help farmers deliver an incremental animal weight gain of
8 to 12 percent over competitors. This is an example of solutions ________.
A) selling to enhance customer revenues
B) selling to reduce customer costs
C) selling to decrease customer risks
D) selling to simplify customer purchasing
E) to provide better partnership
A(n) ________ is when a company might seek new businesses to purchase that have no
relationship to its current technology, products, or markets.
A) concentric strategy
B) conglomerate strategy
C) horizontal strategy
D) intensive growth strategy
E) integrative strategy
Ben always reaches for the bright blue and yellow box of Ritz crackers when he visits
the snack food aisle in the grocery store. He rarely even reads the box or checks the
price. Which of the following heuristics is most likely being used by Ben?
A) availability
B) representative
C) anchoring
D) adjustment
E) semantic
Which of the following ads depict an informational appeal?
A) Thompson Water Seal can withstand intense rain, snow, and heat.
B) The California Milk Processor Board ran the successful “Got Milk?” ad to boost
declining sales.
C) VW advertised to active, youthful people with its famed “Drivers Wanted”
campaign.
D) Pringles advertised “Once You Pop, the Fun Don’t Stop” for years.
E) KFC has marketed its fast-food products under the slogan, “Finger Lickin’ Good.”
Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that
connect to people’s memories, associations, and stories.
A) cultural branding
B) narrative branding
C) brand journalism
D) emotional branding
E) personal branding
Which of the following is the most complete and accurate description of a pure-click
company?
A) These are companies that launch a Web site without any previous existence as a
firm.
B) These firms’ business models are based on advertising revenue.
C) These are established companies that have an online site for selling products.
D) These companies get paid every time a user visits their Web site.
E) These companies sell online space to other Web sites and are paid for the service.
When a consumer expresses thoughts, feelings, images, experiences, and beliefs
associated with the brand, the consumer is expressing ________.
A) brand knowledge
B) ethnocentric bias
C) self-serving bias
D) cognitive dissonance
E) brand identity
Atburex is a furniture manufacturing company in the United States. The company
provides a 60-day credit period and also offers on-site delivery and installation. These
special benefits refer to which of the following service outputs?
A) service backup
B) large product variety
C) spatial convenience
D) large lot size
E) short waiting time
A dance school in the Bronx teaches professional hip-hop and salsa classes. It is
experiencing an increase in student admissions, which is leading to substantial
improvement in profits. The school is going through the ________ phase of its life
cycle.
A) decline
B) stagnancy
C) growth
D) introduction
E) maturity
Which of the following is NOT a weakness of a customer equity perspective (relative to
a brand equity perspective)?
A) It offers limited guidance for go-to-market strategies.
B) It has quantifiable measures of financial performance.
C) It ignores the advantages of creating a strong brand.
D) It overlooks the option value of brands.
E) It does not fully account for social network effects or word-of-mouth.
Outline the major decisions that a firm must undergo in making a decision to market
internationally.
Briefly describe single-segment concentration with an example.
Describe the methods used to measure sponsorship activities.
Critics of Nike often complain that its shoes cost almost nothing to make, yet are priced
so high. Identify the elements of providing and communicating value that add to Nike’s
cost structure and result in the high price of Nike shoes.
Identify when exclusive distribution deals are legal and when they break the law.
As a branding manager, you have recommended to your board of directors a corporate
policy of umbrella branding. What are the advantages that your company might gain
from this?
Suppose the people of Greenworld, an island in the southwest Pacific, are primarily
involved in the direct procurement of edible plants and animals from the wild, foraging
and hunting without significant recourse to the domestication of either. On the contrary
people in Newland, a country rich in petroleum resources, export petroleum to the
industrial countries. Which of the two countries mentioned above is likely to offer
greater marketing opportunities for luxurious goods and why?
Compare and contrast advertising and sales promotion as marketing communication
tools.
What are the benefits of brainstorming? How would one run an effective brainstorming
session?