Services such as such as loyalty programs, easy store access, additional facilities like
restaurants, support services for young children and infants enhance the ________ of
the customers.
A.Retailer experience
B.Shopping experience
C.Sales experience
D.All of the above
E.None of the above
Services such as loyalty programs, easy store access, additional facilities like
restaurants, support services for young children and infants enhance the retailer
experience of the customers.
From the following options, identify an element that is an essential tool in an integrated
marketing communications strategy, but is, for the most part, unidirectional-the
company communicates with the customer but the customer has limited ability to
provide feedback.
A.Personal selling
B.Advertising
C.Direct marketing
D.Interactive marketing
E.Door-to-door selling
Advertising, sales promotion, and public relations are essential tools in an integrated
marketing communications strategy. However, they are all, for the most part,
unidirectional. In other words, the company communicates with the customer but the
customer has limited ability to provide feedback.
An individual’s perceptions of reality are shaped by these three psychological tools:
____, _____, _____.
A.Selective hearing, selective attention, selective vision
B.Selective attention, selective distortion, selective retention
C.Selective distortion, selective attention, selective vision
D.Selective awareness, selective vision, selective attention
E.Selective awareness, selective distortion, selective retention
An individual’s perception is his or her reality. Perception is shaped by three
psychological tools: (1) Selective awareness – focus on what is relevant and eliminate
what is not. (2) Selective distortion – Information can be misunderstood or made to fit
existing beliefs. (3) Selective retention – placing in one’s memory only those stimuli that
support existing beliefs and attitudes about a product or brand.
Walk into almost any grocery store today and the first thing you may see is ready-to-eat
meals. This trend is identified by Wiersema’s new market reality of
_____________________.
A.Increase in demand
B.Customers have less time than ever
C.Information overwhelms and depreciates
D.All secrets are open secrets
E.Competitors proliferate
Grocery stores and other retailers understand that consumers (for cultural and
workplace-related reasons) have very little time left to shop for products and would try
to accommodate their needs through convenience.
Define and give examples of the 3 major types of quantitative data.
Deciders are an important group because ________.
A.They make the ultimate purchase decision
B.They decide what characteristics the product should possess
C.They decide what price the company should pay
D.They have sole control over who is allowed to be a vendor
E.None of the above
Deciders are people who make the purchase decision and thus are very important to the
entire sales process.
MySpace.com was a start up by two entrepreneurs who just wanted a place to hang out.
It grew to 117 million uses and was purchased by News Corp. This is an example of
__________.
A.Larger companies not being able to create disruptive innovations on their own
B.Smaller companies being the hot beds for debt-based incubation
C.Predatory pricing by technology companies
D.Companies growing through acquisition of smaller companies with innovative new
products
E.All of the above
In some industries, such as Internet applications, innovation often occurs at small
companies that big companies then buy in order to grow.
Which of the following is NOT true about CRM?
A.It is a business strategy to select and manage the most valuable customer
relationships
B.It adopts a profit-centric business philosophy
C.It helps in increasing the effectiveness of marketing initiatives
D.It enables and supports the implementation of a customer orientation
E.It helps in increasing customer retention
Successful implementation of CRM requires a customer-centric philosophy and culture,
as well as leadership and commitment to CRM from the top.
________________ enable customers to evaluate vendors and then make better product
decisions.
A.Loyalty programs
B.Market makers
C.Customer communities
D.All of the above
E.None of the above
Customer communities allow customers to come and share stories about their vendor
experiences. These sites enable customers to evaluate vendors and then make better
product decisions.
Which of the following company’s annual report has often been cited as the first to
articulate the marketing concept in writing in the Annual Report?
A.Ford Motor Company
B.AT&T
C.RCA
D.General Motors
E.General Electric
General Electric’s 1952 Annual Report is often cited as the first time the marketing
concept was articulated in writing by a major corporation.
______ is NOT an example of negative nonverbal communications during a
presentation.
A.Swaying
B.Stuttering
C.Hands in pockets
D.Fidgeting
E.Eye contact
Maintaining eye contact would be an example of positive nonverbal communication
during a presentation.
Discuss the three elements of the recruitment and selection process for sales people.
Why is the concept of the lifetime value of a customer important?
Antonio just graduated from the MBA program at this university and went to work at
his family’s business, which is building custom wood furniture. He has finally
convinced his father that they need to upgrade the machinery they use to make the
furniture and has started to put together a buying center to make the purchase. His
father doesn’t think a buying center is necessary and told Antonio to make the decision,
what should Antonio say to his father about the buying center? Whom should Antonio
contact to be a member of the buying center?
Andrew has just taken over as CEO of one of the nation’s top hotel chains. He
recognizes that hotel room prices are quite unstable and he would like to neutralize
them. What strategy is Andrew considering employing? Why would this be a good
strategy?
Samantha is in charge of customer service for a store that sells surround sound systems.
She has been getting feedback from her customers that they are calling and customer
service is not available because they are calling at night. Samantha’s customer service
runs from 9-5. What should Samantha do?
Explain post-purchase dissonance. How do consumers reduce dissonance? How can
companies help reduce dissonance?
How have cell phones been repositioned since they were introduced?
Explain why the final report of marketing research is so critical. Identify the most
important section of the report and explain why it is so critical.
Give an example of an industry or firm that has transformed environmentally harmful
products to environmentally friendly products.