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Which of the following is an example of direct marketing?
A) E&OE sells its herbal skincare products exclusively through its standalone stores.
B) TCJ is a telemarketing firm that sells products from a number of different suppliers.
C) Jayne's sells most of its products to customers through home sales parties.
D) J3 is a storeless retailer that organizes the retail activity of the employees of four
firms.
E) Reynold's tries to minimize its staff costs by installing vending machines in its
stores.
A consumer is persuaded to buy a product by a message that requires little thought and
is based on an association with a brand's positive consumption experiences from the
past. In this situation, the consumer used a ________ route to arrive at this purchase
decision.
A) central
B) peripheral
C) behavioral
D) subjective
E) objective
The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape
and its multicultural society in order to attract tourists is an example of ________
marketing.
A) event
B) property
C) service
D) place
E) idea
Which of the following is an example of a gap between service delivery and external
communications?
A) The employees at GBL have been asked to take time to listen to customers, but they
must serve them fast as well.
B) Amanda chose to shop at Alison's Fashions because the store's Web site offered
on-the-spot alterations. However, when she did buy a dress, she had to wait a week to
get it altered.
C) Customers at LUX appreciate the personalized services the salespeople offer, but do
not like the store design.
D) Clearwater Spa attendants are well-trained in massage therapy and the services they
offer, but customers rarely return because they don't like the attendants' impersonal
service.
E) When sales dropped, Styx modernized its stores in order to retain customers, but
didn't realize that the product quality was the main problem.
The key to utilizing organizational core competencies is to ________ that make up the
essence of the business.
A) force organizational departments to justify the budgetary components
B) vertically integrate and own all intermediaries
C) own and nurture the resources and competencies
D) emphasize global promotions
E) segment the workforces
Which of the following is the best example of a new-to-the-world product?
A) Walmart, the retail giant, opens new stores in an underdeveloped African country.
B) Pestorica, a publishing company, decides to launch a new sports magazine.
C) Tata Motors, an Indian automobile company, acquires Jaguar to extend its business.
D) An Asian company licenses a US apparel brand name though the brand is not
familiar in Asia.
E) Kids-Med, a company that produces childcare products, launches a non-contact
thermometer.
Value Central has a partnership of high trust and commitment with certain suppliers and
gives them access to its sophisticated and detailed daily, individual store-based sales
data. In exchange, those suppliers are responsible for managing Value Central's
inventory of their products. This relationship is best described as ________.
A) basic buying and selling
B) contractual transaction
C) collaborative
D) customer supply
E) customer is king
A(n) ________ VMS consists of independent firms at different levels of production and
distribution, integrating their programs on a contractual basis to obtain more economies
or sales impact than they could achieve alone.
A) administered
B) contractual
C) corporate
D) regulated
E) referent
When supermarkets and department stores drop the price on well-known brands to
stimulate store traffic, they are said to be following ________ pricing.
A) value
B) loss-leader
C) special event
D) high-low
E) everyday low
Which aspect of holistic marketing motivates employees and ensures that everyone in
the organization embraces appropriate marketing principles, especially senior
management?
A) relationship marketing
B) integrated marketing
C) internal marketing
D) network marketing
E) performance marketing
Which of the following refers to the set of measures that helps firms to quantify,
compare, and interpret their marketing performance?
A) marketing diagnostics
B) marketing information systems
C) marketing simulation
D) marketing intelligence
E) marketing metrics
In IBM's BANT acronym, B stands for ________.
A) budget
B) background
C) baseline
D) benchmark
E) basic
Which of the following circumstances are best suited for personal selling?
A) when the products used are simple and easy-to-use
B) when there is minimal risk involved in buying or using the products
C) when the market has fewer and larger sellers
D) when the products being marketed are inexpensive and easily available
E) when prospective customers are spread across a wide geographic area
Which one of the following would be considered high in credence qualities?
A) an interior of a house
B) a restaurant
C) a haircut
D) psychotherapy
E) a computer
People vary in their views of society and their consumption patterns often reflect their
social attitudes. ________ usually eat, dress, and live well.
A) Makers
B) Escapers
C) Seekers
D) Changers
E) Developers
A(n) ________ market definition of a business focuses on selling a product or service
to an existing market.
A) target
B) strategic
C) mass
D) differentiated
E) integrated
The marketing research process begins by ________.
A) developing a research plan
B) defining the problem, the decision alternatives, and research objectives
C) analyzing the internal environment
D) reading marketing research journals
E) contacting a professional research consultant
