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A brand that is seen as prototypical of a product category is easy to extend outside the
category.
Intangibility with regards to a service means that the service cannot be duplicated
across providers.
Digital technology is fueling massive reintermediation, like when Apple, Sony, and
Samsung released a stream of entertainment devices from smart phones to LED TVs
and tablets.
Carlos always buys bread and milk when he goes grocery shopping. In this case, bread
and milk are examples of impulse goods.
Clients judge service not only by its technical quality but also by its functional quality.
The ultimate level of segmentation leads to 'segments of one," "customized marketing,"
or "one-to-one marketing."
Additional costs beyond the cost of specific promotions include the risk that promotions
might decrease long-run brand loyalty.
Associations that make up points-of-difference are based exclusively on product
features.
AT&T found word of mouth was one of its most effective drivers of its sales.
Beltway Boomers are the nation's tech-savvy singles and couples living in fashionable
neighborhoods on the urban fringe.
________ is a "hybrid" data collection technique that combines self-explicated
importance ratings with pair-wise trade-off tasks.
A) Sales wave analysis
B) Simulative data testing
C) Adaptive conjoint analysis
D) Business analysis
E) Exponential data collection
________ is the rung of the customer loyalty ladder where the customer convinces
others to purchase/join.
A) Word of mouth/buzz
B) Repeat purchase
C) Satisfaction
D) Evangelism
E) Ownership
When a company maintains its price but removes or prices separately one or more
elements that were part of the former offer, such as free delivery or installation, it is
known as ________.
A) escalating
B) differentiation
C) unbundling
D) reverse discounting
E) delayed quotation pricing
Even if consumers form brand evaluations, two general factors can intervene between
the purchase intention and the purchase decision: one is unanticipated situational
factors; what is the other factor?
A) amount of purchasing power
B) attitudes of others
C) short-term memory capabilities
D) ability to return merchandise
E) the self-concept
In the ________ category of buyer-supplier relationships, competition rather than
cooperation is the dominant form of governance.
A) basic buying and selling
B) bare bones
C) contractual transaction
D) customer supply
E) collaborative
Who is primarily responsible for efficiency control?
A) BAMT
B) marketing auditor
C) middle management
D) line and staff management
E) top management
Cadbury's "Sports for Schools" promotion offered sports and fitness equipment for
schools in exchange for vouchers. The problem was that the public and media saw a
perverse incentive for children to eat more chocolate, a product associated with obesity.
Which of the following best summarizes Cadbury's problem?
A) Customers felt that the cause was not in sync with the company's brand image.
B) Consumers did not value the cause Cadbury was promoting.
C) Customers questioned the link between the product and the cause and saw the firm
as self-serving and exploitive.
D) Consumers resented being sold an inferior product on the back of a cause-marketing
program.
E) Consumers felt that the campaign did not make a sufficient attempt to change the
target audience's behavior.
Which of the following increases the likelihood a brand is discussed in face-to-face,
oral communications?
A) brand novelty
B) brand salience
C) brand excitement
D) brand surprise
E) brand edginess
A group of college graduates decides to start a business. Though they are
knowledgeable in various business domains, they are unable to arrive at a valuable
business idea. They decide to search for ideas in a structured manner. They meet and
start discussing everyone's ideas. Each idea is recorded and then the thoughts that come
up in relation to the ideas are written down and discussed. This process helps them to
finalize a business plan. What technique is used here?
A) morphological analysis
B) forced relationship analysis
C) reverse assumption analysis
D) attribute listing
E) mind mapping
The starting point for understanding consumer behavior is the ________ model in
which marketing and environmental stimuli enter the consumer's consciousness, and a
set of psychological processes combine with certain consumer characteristics to result
in decision processes and purchase decisions.
A) self-reliance
B) self-perception
C) psychogenic
D) stimulus-response
E) projective
A company can take several steps to improve the quality of its marketing intelligence.
Which of the following best describes the practice used by McDonald's when it sent
pseudo customers to assess stores' internal speed standards?
A) training and motivating the sales force to spot and report new developments
B) motivating intermediaries to pass along important intelligence
C) networking externally
D) purchasing information from outside research firms and vendors
E) using the sales information system to get accurate sales reports
When Lola asked what the advertising campaign should say, she was concerned with
which of the five Ms?
A) Mission
B) Money
C) Message
D) Media
E) Measurement
What is the trade-off in return for the benefits associated with an integrated
multichannel marketing system?
A) increased market coverage
B) customers who buy in one channel are more profitable than customers who buy
across different channels
C) lower channel costs
D) two or more channels may end up competing for the same customer
E) customized selling
________ advertising aims to create liking, preference, conviction, and purchase of a
product or service.
A) Corporate
B) Reminder
C) Persuasive
D) Reinforcement
E) Informational
The ________ attack offers the firm an opportunity to diversify into unrelated products,
into new geographical markets, and leapfrogging into new technologies.
A) bypass
B) flank
C) frontal
D) guerrilla
E) encirclement
Your company has customer-service representatives who provide you with leads, write
up proposals, fulfill orders, and provide post-sales support. Your responsibilities are to
concentrate on the larger accounts with more complex and customized needs. Your
company most likely has a ________ salesforce.
A) distributive
B) territory based
C) leveraged
D) decentralized
E) parallel
Discuss how companies can use the Internet to build their brands. Give an example of a
company that has done so.
Perception is the process by which an individual selects, organizes, and interprets
information inputs to create a meaningful picture of the world. For a marketer, what is
the key point of perception?
Cell phone manufacturer LZT has to choose between two options for sourcing parts:
Japan-based Keiko Inc. and US-based Global Tech. Though Keiko's products are priced
lower than Global's, the non-monetary costs of doing business with Keiko may lead
LZT to choose Global Tech. What can Keiko do to obtain LZT's order?
What technique is used for customer profitability analysis?
Suppose a cotton-textile company wants to estimate the area market potential for its
high quality fabrics in Houston. List the possible steps that the marketers will follow to
compute the area market potential.
