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Both brand equity and customer equity emphasize the importance of customer loyalty
and the notion that we create value by having as many customers as possible pay as
high a price as possible.
An ideal event is unique but not encumbered with many sponsors, lends itself to
ancillary marketing activities, and reflects or enhances the sponsor's brand or corporate
image.
A customer-management organization deals with individual customers rather than the
mass market or market segments.
Probability sampling allows confidence limits to be calculated for sampling error and
makes the sampling more representative.
Although supply-side exposure methods provide quantifiable measures, equating media
coverage with advertising exposure ignores the content of the respective
communications.
Income always predicts the best customers for a given product.
The nicher achieves high sales volume, whereas the mass marketer achieves high
margin.
In contraction defense, the leader stretches its domain over new territories through
market broadening and market diversification.
An environmental threat is a challenge posed by an unfavorable trend or development
that, in the absence of defensive marketing action, would lead to lower sales or profit.
Distributors' territorial rights define the terms under which the producer will
enfranchise other distributors.
A new market opportunity generally guarantees success, if the new product is
technically feasible.
Supercenters retail grocery items as well as a huge selection of nonfood merchandise.
Companies strive to maximize their current profits if they are plagued with
overcapacity, intense competition, or changing consumer wants.
Because of selective retention, we are likely to forget about the good points of
competing products.
________ defense is an aggressive maneuver where the firm attacks first, perhaps with
guerrilla action across the market and keeps everyone off balance.
A) Position
B) Flank
C) Contraction
D) Preemptive
E) Lateral
According to BrandAsset® Valuator model, leadership brands show ________.
A) high levels of energy, differentiation, relevance, knowledge, and esteem
B) higher levels of esteem and knowledge than relevance, whereas both differentiation
and energy are lower still
C) higher levels of differentiation and energy than relevance, whereas both esteem and
knowledge are lower still
D) low levels on energy, differentiation, relevance, knowledge, and esteem
E) high knowledge '” evidence of past performance '” a lower level of esteem, and even
lower relevance, energy, and differentiation
Companies normally develop ________ rather than single products and require sellers
to establish perceived quality differences between price steps within it.
A) product mix
B) captive products
C) product lines
D) optional products
E) average products
Which of the following is an ancillary service offered by retailers?
A) accepting orders over the telephone
B) advertising and window displays
C) delivery to the customer's doorstep
D) general information
E) alterations and tailoring
Which of the following best characterizes average consumers' current media
consumption patterns?
A) Consumers spend more time listening to the radio than on their mobile phones, but
less time on magazines and newspapers.
B) Consumers spend more time reading magazines and newspapers than on their
mobile phones, but less time listening to the radio.
C) Consumers spend more time on mobile devices than on radio, magazines, and
newspapers combined.
D) Consumers spend an average of two hours and 52 minutes on radio, magazines, and
newspapers combined.
E) Consumers spend an average of one hour and 46 minutes on mobile devices.
Which of the following is the mental step in the consumer-adoption process where the
customer starts considering whether to try an innovation?
A) adoption
B) trial
C) awareness
D) evaluation
E) interest
The job of translating target customer requirements into a working prototype is helped
by a set of methods referred to as ________.
A) quality function deployment
B) quality control processes
C) rapid prototyping
D) marketing control
E) control system formation
A(n) ________ interface refers to any place at which a company seeks to manage a
relationship with a customer, whether through people, technology, or some combination
of the two.
A) customer-service
B) product-customer
C) tangible user
D) attentive user
E) crossing-based
Clarity, relevance, distinctiveness, and consistency are factors that influence the
________ multiplier of the brand value chain.
A) program
B) brand
C) market
D) customer
E) profit
Which of the following is a prepurchase service offered by retailers?
A) accepting orders over the telephone
B) shipping the product
C) delivery to the customer's doorstep
D) general information
E) interior decoration of the retail outlet
The first phase of the value creation and delivery sequence is ________ the value that
represents the "homework" marketing must do before any product exists.
A) choosing
B) providing
C) communicating
D) considering
E) acquiring
________ refers to a planning process designed to assure that all brand contacts
received by a customer or prospect for a product, service, or organization are relevant to
that person and consistent over time.
A) Brand engagement
B) Integrated marketing communications
C) Market research
D) Customerization
E) Marketing research
In the cycle of complete strategic planning, taking corrective action is a part of
________.
A) planning
B) implementation
C) controlling
D) organizing
E) analyzing
List three examples of how companies are using Big Data.
Which of the following statements about technology support for salespeople is NOT
true?
A) Computer-based decision support systems have been created for sales manager and
sales representatives.
B) A Web site can help define a firm's relationships with individual accounts and
identify those whose business warrants a personal sales call.
C) Social media is useful in front-end prospecting and lead qualification.
D) Social media is useful in back-end relationship building and management.
E) All of the above are true.
A brand ________ is a specialized group of consumers and employees whose
identification and activities focus around the brand.
A) community
B) channel
C) association
D) personality
E) cluster
The base sales of an organization that takes place even without any demand-stimulating
expenditures is called ________.
A) primary demand
B) market potential
C) market minimum
D) optimum demand
E) market demand
Which of the following is NOT one of the ways to maximize the marketing value of
e-mails?
A) Give the customer a reason to respond.
B) Personalize the content of your e-mails.
C) Offer something the customer can get via direct mail.
D) Make it easy for customers to opt in as well as unsubscribe.
E) Combine e-mail with other communications.
________ is the perceived monetary value of the bundle of economic, functional, and
psychological benefits customers expect from a given market offering.
A) Total customer cost
B) Total customer benefit
C) Total benefits of ownership
D) Value proposition
E) Value delivery system
Which of the following steps in the innovation-adoption model of marketing
communications corresponds to the cognitive stage that a buyer passes through?
A) interest
B) evaluation
C) trial
D) awareness
E) adoption
You have been asked to create a product system for your company's personal digital
assistant. Before starting, you must define the term product system to the engineers to
enable them to start design and production of the aligned items. Define the concept of a
product system.
Identify the three important principles for internal branding.
List some differentiation strategies retailers can use to compete successfully in the
market.
Distinguish between the concepts of value and satisfaction.
What are the types of new products that a firm can introduce? What are the problems
associated with introducing a truly innovative product? What are the necessary
conditions to create a radically innovative product?
Your research shows that over 53 percent of all purchases are made on impulse. As you
sit down with your packaging design team, you tell them that the package must
communicate many of the sales tasks. List the sales tasks that packaging must now
incorporate due to the increase in self-service sales.
What are direct, traceable common, and nontraceable common costs? Give an example
of each.
Identify three specific ways globalization has affected the marketing environment.
Apple Inc., together with subsidiaries, designs, manufactures, and markets personal
computers, mobile phones, and media devices. It also sells software, services, and
third-party digital content. Apple is a highly respected brand across the globe. What
kind of channel power does this respect give Apple?
