If the variants within the Tide product under P&G’s detergent line included Tide with
Acti-Lift, Tide Plus Febreze Freshness Sport, Tide Plus Febreze, Tide Free, Tide Plus
Downy, Tide Coldwater, Tide TOTALCARE, and Tide Free for Coldwater, and all were
available in Pods, Liquids, Liquids for HE machines, and Powder formats, the width of
the product mix would be 32 because there would be 32 distinct variants.
By using full-service marketing communications agencies, integrated and more
effective marketing communications at a much lower total communications cost can be
achieved.
A company’s best prospects are customers who have never bought its products.
Trustworthiness is that source of a spokesperson’s credibility that describes his or her
attractiveness.
Advertising allows the buyer to receive and compare the messages of various
competitors.
Fear appeals work best when they are rather strong and reinforce what the audience
already believes.
Raising the level of socially responsible marketing calls for a three-pronged attack that
relies on proper legal, ethical, and social responsibility behavior.
Value pricing requires a company to reengineer its operations to become a low-cost
producer.
The first task of the internationalization process is moving a company from no regular
exports to regular export activities.
Personal selling refers to person-to-person oral, written, or electronic communications
that relate to the merits or experiences of purchasing or using products or services.
If a company sought to grow by starting new businesses that have no relation to its
current technology, products, or markets, the company would be using a market
penetration strategy.
Only 4 percent of content cascades to more than one person beyond the initial recipient.
A customer-service interface is defined as any place at which a company seeks to
manage a relationship with a customer.
Cash cows, or fighter brands, include products like Busch Bavarian and Intel Celeron,
which are positioned with respect to the competitors’ brands so that more important and
profitable flagship brands can retain their desired positioning.
Manufacturers can obtain greater control over the selling process by using a sales
agency.
As economies advance, a growing proportion of the economy’s activities focuses on the
production of ________.
A) products
B) events
C) experiences
D) luxury goods
E) services
TBS Bikes has recently introduced a series of bikes called Surami. The core positioning
of TBS Bikes is ‘speed.” Surami is a five-gear bike, and apart from speed, the company
promises to include other features such as safety, good performance, and pollution
control features. This describes the ________ of the bike.
A) total customer cost
B) customer-perceived value
C) value-delivery system
D) value proposition
E) total customer benefit
________ testing is a customer test that involves placing the product within the firm to
see how it performs in different applications.
A) Beta
B) Research
C) Sales-wave
D) Alpha
E) Simulated
Which of the following describes the public relations function of lobbying?
A) sponsoring efforts to publicize specific products
B) advising management about public issues, and company positions and image during
good times and bad
C) presenting news and information about the organization in the most positive light
D) dealing with legislators and government officials to promote or defeat legislation
and regulation
E) promoting understanding of the organization through internal and external
communications
What percentage of word-of-mouth content cascades to more than one person beyond
the initial recipient?
A) 4 percent
B) 6 percent
C) 8 percent
D) 10 percent
E) 25 percent
Guarantees are most effective in two situations. The first is when the company or
products are not well known. The second is when the product’s quality is ________ to
competition.
A) not known
B) different
C) inferior
D) equivalent
E) superior
The level of engagement and active processing undertaken by the consumer in
responding to a marketing stimulus is called ________.
A) elaboration likelihood
B) consumer disengagement
C) consumer involvement
D) variety seeking
E) low involvement
Suppliers who are dependable in their on-time delivery, order completeness, and
order-cycle time are most likely to be differentiated based on ________.
A) resilience
B) innovativeness
C) insensitivity
D) reliability
E) expertise
Ford Motors uses the ad caption “Magnify the Adventure” to promote its latest SUV, the
Ford Endeavour. The ad features the car traveling through an uneven, rocky terrain.
Within the context of Jennifer Aaker’s brand personality analysis, Ford Endeavour is
most likely to be strong on which of the following traits?
A) sincerity
B) intelligence
C) imagination
D) sophistication
E) ruggedness
Which of the following is an example of a public relations and publicity communication
platform?
A) lobbying
B) company museums
C) street activities
D) company blogs
E) incentive programs
The ________ concept holds that consumers will favor offerings with the best quality,
performance, or innovative features.
A) product
B) marketing
C) production
D) selling
E) holistic marketing
The demand for business goods is ultimately derived from the demand for ________.
A) raw materials
B) consumer goods
C) services
D) business solutions
E) e-commerce
Brand mantras typically are designed to capture the brand’s points-of-________, that is,
what is unique about the brand.
A) conflict
B) parity
C) inflection
D) difference
E) presence
________ time is the time necessary to prepare a promotional program prior to
launching it.
A) Sell-in
B) Link
C) Setup
D) Lead
E) Hold
Which of the following is a disadvantage of using newspapers as an advertising
medium?
A) lack of flexibility
B) high costs of advertisement space
C) poor reproduction quality
D) low believability
E) absence of local market coverage
A(n) ________ is a gathering of 6 to 10 people carefully selected by researchers based
on certain demographic, psychographic, or other considerations and brought together to
discuss various topics of interest at length.
A) target group
B) pilot group
C) focus group
D) customer base
E) ethnographic group
An independent retailer using a central buying organization and joint promotion efforts
with other retailers is part of a ________.
A) corporate chain store
B) voluntary chain
C) retailer cooperative
D) merchandising conglomerate
E) franchise organization
AT&T, GE, Samsung, Shell Oil, and others have engaged in a(n) ________ exercise by
sponsoring the Innovation Challenge, where top MBA students compete in teams to
address company problems.
A) crowdcasting
B) syndication
C) net monitoring
D) product-preference
E) advertising evaluation
The success of online purchasing resulted in ________ in the delivery of products and
services by intervening in the traditional flow of goods through distribution channels.
A) disintermediation
B) diversification
C) reduced competition
D) deregulation
E) privatization
Shoe manufacturers are not going to buy much more leather if the price of leather falls,
nor will they buy much less leather if the price rises, unless they can find satisfactory
substitutes. This is an example of ________.
A) inelastic demand
B) direct purchasing
C) the acceleration effect
D) a modified rebuy
E) a straight rebuy
MGC Inc. organizes a company-wide picnic once a year. The organizers arranged for
the best possible menu thinking that food would be a priority, but the staff were
disappointed because the activities were very poorly planned. What kind of a gap is
apparent here?
A) gap between perceived service and expected service
B) gap between service delivery and external communications
C) gap between service-quality specifications and service delivery
D) gap between management perception and service-quality specification
E) gap between consumer expectation and management perception
What are the key guidelines for managing luxury brands?
What is the criticism of the product life-cycle concept?
The market nicher is a specialist. Characterize the end-user specialist role that can be
assumed by the market nicher.
List and briefly explain the four distinctive characteristics of services.
Define psychic proximity and explain why it is important for companies engaged in
exporting products.
What are the characteristics of an ideal ad campaign?