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A key feature of the marketing plan is that it is written.
Displays and other company-paid advertisements inside a store are called
point-of-purchase advertising.
Typically, penetration strategies which involve entering the market with low price are
employed by technology-based products.
Coupon programs provide competitive advantage.
A good objective statement should have a quantified standard of performance.
Rebates are rarely used in auto industry.
Market segments are well defined during the introduction stage of the product life
cycle.
If you are in an industrial products business, it is not important for you to understand
your consumers.
When sales for a new element of the line are not entirely incremental and come from an
existing element of the line, it is known as cannibalization.
Implementation of market penetration strategy is more risky and expensive than
implementing a market development strategy.
Companies rarely rely on new products for their long term health.
Which of the following best describes upgrading the existing copier to take advantage
of new technology?
A) straight rebuy situation
B) modified rebuy situation
C) new-task situation
D) repetition purchase
Activities of channel management that requires getting channels to carry and sell the
product are known as ________ activities.
A) vertical
B) push
C) horizontal
D) pull
If you are marketing a computer software product used in local area networks, which of
the following would best describe the population or universe of the study?
A) network managers
B) board of directors
C) marketing managers
D) finance managers
Which of the following best describes organizations that buy products from a variety of
vendors, assemble them in packages, and resell the packages to specialized segments?
A) an original equipment manufacturer
B) a manufacturing agent
C) a value-added reseller
D) a broker
Dell allows its customers to add or remove functionalities from a core product while
placing the order. This is an example of:
A) mass customization.
B) selective marketing.
C) user modeling.
D) behavioral targeting.
Which of the following types of competition can be defined as products or services that
the customer views as fulfilling the same need?
A) product form competition
B) product category competition
C) generic competition
D) budget competition
Which of the following products need cash to maintain their market leadership position
but they are also generating some because of the high margins they can maintain?
A) cash cows
B) dogs
C) stars
D) problem children
A company recognizes the need for a new database management system. During the
process of purchasing the new system, who is most likely to be concerned with
installation timing, and after-sale support?
A) the initiator
B) the user
C) the decider
D) the purchaser
Which of the following is an example of line extensions?
A) introduction of the personal computer
B) a firms entry into various packaged food categories
C) introduction of a new flavor of ice cr¨me by a company
D) introduction of improved version of a detergent powder by a firm
Which of the following methods of determining the optimal size of the sales force has a
problem of assumption that the number of salespeople is determined by the expected
sales level when, in fact, the opposite is also true? That is, in many cases sales could be
increased with more salespeople.
A) breakdown method
B) workload method
C) marginal economic method
D) breakout method
Loyalty programs are also known as:
A) frequency marketing.
B) one-on-one marketing.
C) mass marketing.
D) mass customization.
When a positive gap exists, the service provider must:
A) try to match the expectations.
B) downsize the organization.
C) increase advertising expenditures.
D) continuously increase quality.
A ________ is any standard of comparison against which an observed potential
transaction or purchase price is compared.
A) ceiling price
B) competitive price
C) price point
D) reference price
Which of the following statements is true regarding sales promotion?
A) It lacks focus on price.
B) It is less effective than advertising in generating a measurable short-term sales
response.
C) Customers are induced to become brand-loyal.
D) Customers are induced to become price-sensitive.
Which of the following statements is true regarding direct marketing?
A) Direct marketing is engaged to deliver a long-run response.
B) Direct marketing typically uses multichannel distribution system.
C) Generally, direct marketing excludes the sales force.
D) Direct e-mail has the highest response rate of any other direct marketing method.
Which of the following is most likely to be a part of customer relationship management
(CRM)?
A) a team building activity within the organization
B) a training related to a new technology used in the organization for product
development
C) an annual audit conducted in the company
D) maintaining telephone call centers for contact management
