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B-to-B companies spend a higher percentage of their communications money on mass
media like TV advertising and much less on print advertising than consumer-products
companies.
The salespersons motivation is a basic force behind how much effort he or she devotes
to the job and how he or she responds to different kinds of incentives.
A market development strategy can be implemented without product modifications.
Purchasing power takes into account population size.
A careful analysis of customer behavior leads to a better understanding of what kind of
channel structure is necessary to satisfy the different segments.
Customers are not always able to tell you what products they want.
Purchasing a competitors product and taking it apart, studying the cost of the
components, and packaging describes the process of:
A) outsourcing.
B) reverse engineering.
C) insourcing.
D) horizontal integration.
Professional photographers can make the service tangible by:
A) showing samples.
B) increasing the price.
C) using high-quality cameras.
D) delaying the payment.
What are the two dimensions of the four-quadrant model as presented by Gary Hamel
and C.K. Prahalad?
A) customer needs and customer types
B) consumer demand and perceived value
C) value provided and cost incurred
D) brand value and actual sales
Identify the key reason for picking a particular channel system.
A) To differentiating your product or service from the competition.
B) To follow competitions strategy.
C) By considering the inexpensive nature of the distribution channel.
D) By analyzing the organizations familiarity with the distribution channel.
________ refers to the service providers employees knowledge and courtesy and the
confidence they instill.
A) Assurance
B) Empathy
C) Responsiveness
D) Reliability
Identify the concept related to the psychological aspects of price.
A) skimming price
B) reference price
C) prestige price
D) penetration price
Which of the following is most likely to be a part of customer service?
A) obtaining feedback from the customers about the quality of the product
B) distributing free samples of product
C) repairing a product
D) providing discounts on the product
Which of the following is the final stage of the advertising decision-making process?
A) setting advertising goals
B) selecting the target audience
C) selecting media
D) measuring advertising effects
________ pricing gives customers more value than they expect for the price paid.
A) Penetration
B) Value
C) Prestige
D) Investment
Retained customers ________ than switchers.
A) are more expensive to serve
B) are more profitable
C) have lower lifetime customer value
D) are more price sensitive
________ is the largest multilevel seller direct to homes with 5.4 million sales
representatives.
A) Amway
B) Avon
C) Tupperware
D) Mary Kay Cosmetics
Which of the following types of quotas is most likely to give extra incentives to sell
higher priced items?
A) profit based quota
B) combination quota
C) sales volume based quota
D) market based quota
Identify the customers who help you get new customers through referrals.
A) Terrorists
B) Mercenaries
C) Apostles
D) Hostages
Identify the discrete programs with well-defined beginning and starting dates that offer
incentives to customers to purchase or use the product.
A) sales promotion
B) target marketing
C) marketing research
D) market segmentation
Which of the following is a category of segmentation variables used for industrial
marketing segmentation?
A) strategic variables
B) operating variables
C) interpersonal variables
D) supply chain variables
