Push and pull strategies are rarely used mutually exclusively.
Loyal customers are great advocates for a brand; however, blogs and other online
communities have yet to become useful tools for marketers to reinforce the brand’s
message because they have not figured out how to best use them.
A stock keeping unit (SKU) is a unique identification number used to track a product in
the consumer’s home.
Creating a tailored sales presentation that adjusts to customer feedback is a significant
advantage for telemarketers after they have established a relationship.
For many marketing managers, segmentation by benefit sought is the best place to start
the process of market segmentation.
A mission statement does not include a discussion of the firm’s strategic vision.
The Delphi method is based on the premise that, with repeated measurements (1) the
range of responses will decrease and the estimates will converge, and (2) the total group
response or median will move successively toward the “correct” or “true” answer.
In price lining, the escalation of product prices up the product line no longer have to
consider factors such as real cost differences among the various features offered,
customer assessments of the value added by the increasing level of benefits, and prices
competitors are charging for similar products.
The development of promotion mix strategies involves decisions about which
combination of elements in the promotion mix is likely to best communicate the
offering to the marketplace.
It is important that everyone in the organization understand the concept of customer
orientation. After all, every employee has an internal customer.
Business markets tend to concentrate in certain locations in the United States as a result
of suppliers wanting to be located near their buyers.
The best place in a SWOT analysis to list the competitive trends is ________.
A. External opportunities
B. External threats
C. Internal opportunities
D. Internal strengths
E. Internal weaknesses
Margin on sales is the difference between ____________.
A. Selling price and unit sales
B. Unit sales and profit per unit
C. Selling price and cost
D. Unit margin and unit sales
E. None of these
Target, Walmart, and other retailers offer a wide range of books, DVDs, and other
products targeted at single parents. This is an example of the ______ lifestyle trend in
the United States.
A. Single moms
B. Alternative families
C. Single-parent homes
D. Women in the workforce
E. Single-parent families
Trixie’s Treat Shoppe is looking to collect some data about its customers’ experiences at
the store. It wants to collect the data in a low-cost, timely manner. It doesn’t want to
worry about transcription errors but is willing to accept that some segments of the
market might be underrepresented in the sample. _______ would be the best data
collection method.
A. Online surveys
B. Paper-and-pencil surveys
C. In-depth interviews
D. Focus groups
E. Secondary data
A typical challenge for marketers in the final stage of the communication process is
_______________, which concerns the interpretation by receivers based on their own
inherent backgrounds and biases.
A. Reach
B. Selective perception
C. Purchase
D. Feedback
E. Subliminal perception
If a seller requires an intermediary to purchase a supplementary product to qualify to
purchase the primary product the intermediary wishes to buy, a(n) ______________ is
in place.
A. Just-in-time (JIT) inventory control system
B. Materials requirement planning (MRP)
C. Exclusive dealing
D. Exclusive territory
E. Tying contract
At attention stage, ________ is(are) the most appropriate promotional form(s).
A. Advertising
B. Public relations
C. Personal selling
D. Both advertising and public relations
E. Advertising, Public relations, and Personal selling
An individual moves through stages before adopting a product. The awareness stage is
characterized as ________.
A. The stage where customers find they have a passion for the product
B. Having the most significance in the new-product adoption process
C. Know of the product, but have insufficient information to move forward through the
adoption process
D. The stage where customers feel, see, and touch the product
E. None of these
Those who are higher satisfied and fiercely loyal are called _______________.
A. Responsive customers
B. Terrorists
C. Violators
D. Apostles
E. Pioneers
A marketing manager wants to stimulate purchase directly through incentive to buy and
is not too concerned about customers continually waiting for the next coupon or rebate.
Based on the manager’s consideration, ____________ will be the most appropriate
promotional form.
A. Public relations
B. Advertising
C. Personal selling
D. Sales promotion
E. Direct marketing and interactive marketing
A negative gap between _________ and ________ nearly always points to management
and employees simply not getting the job done. This could be due to vague performance
standards, poor training, or ineffective monitoring by management.
A. Actual service quality specifications; actual service delivery
B. Management’s perception of customer service expectations; actual service quality
specifications developed
C. Management’s perceptions of customer service expectations; actual customer
expectations of service
D. Actual service delivery; what the firm communicates it delivers
E. Perceived service by customers; actual customer expectations of service
Some companies, like insurance and credit card, would like to target recent high school
graduates as a segment but find them hard to capture. This is an example of a market
lacking one of the criteria for segmentation called _______.
A. Reachable-the ability to reach the segment in terms of communication
B. Responsiveness-the feeling that the market will buy more if targeted
C. Sufficient size-the size of the market is large enough to be worth considering
D. Measurable-information can be obtained about the market
E. None of these
ABC company is concerned about its customers’ beliefs and values. ABC’s marketing
manager has customers ______ evaluate the product’s performance on a list of
attributes.
A. Participate in focus groups to
B. Check off rating scales that
C. Complete service quality surveys to
D. Sample products and provide feedback to
E. Attend a meeting to
In the United States, the obligation and commitment to family is often limited to an
individual’s immediate family, including his or her parents, children, and siblings. Most
Latin American cultures, on the other hand, have a more wide-ranging definition of
family that includes extended family members such as cousins and grandparents, and
also are more inclusive with extended family members living together. This is an
example of differences in _______.
A. Cultural values
B. Norms
C. Value preferences
D. Family structure
E. Cultural differences
The delivery of information relevant to meet the customer’s needs is a ___________.
A. Customer database
B. Value proposition
C. FAB
D. Sales presentation
E. Transaction cost analysis