_______ is the process of placing in one’s memory only those stimuli that support
existing beliefs and attitudes about a product or brand.
A. Selective awareness
B. Selective distortion
C. Selective memory
D. Selective retention
E. Selective hearing
__________ is not a product issue for international product marketers.
A. Brand strategy
B. Country-of-origin effect
C. Quality
D. Fitting the product to the culture
E. Manufacturing
Working from home is an example of a(n) _________.
A. Salary
B. Nonfinancial incentive
C. Intrinsic reward
D. Output measure
E. Incentive pay
Unit Market Share (%) = Unit Sales (#) divided by ___________.
A. Estimated Total Market Revenue
B. Estimated Total Market Profit
C. Estimated Total Market Unit Sales
D. Estimated Market Penetration
E. None of these
In the __________ stage, advertising tends to increase and eventually peaks.
A. Introduction
B. Growth
C. Maturity
D. Decline
E. None of these
Newspapers are effective because ___________________________________.
A. They are a highly respected media
B. They appeal to a younger audience
C. They have a very personal message
D. They appeal to multiple senses
E. Newspapers do All of these
__________ is not a marketing function.
A. Research
B. Advertising
C. Brand development
D. Public relations
E. Research and development
Innovators are product enthusiasts who enjoy being the first people to try a new
product. They represent ___________ of the market.
A. 2.5 percent
B. 13.5 percent
C. 16.0 percent
D. 34.5 percent
E. None of these
When Outback built differentiation on service rather than just the Australian theme, it
found the results beneficial that led to ________.
A. Setting industry standards in turns per table and revenue per square foot
B. High turnover in employees
C. Management receiving higher than average salaries
D. Exceeding customer expectations in the all-important statistic of low cost per
serving
E. None of these
_______________ is the third element in the process cycle for CRM.
A. Analysis and refinement
B. Supplier interface
C. Customer interaction
D. Knowledge discovery
E. Marketing planning
The marketing manager for Brand K retail stores is in the process of collecting primary
data from customers to learn which current products need improvement. She is using a
probability sampling method, but is having trouble figuring out how to contact
customers and get them to participate. She is also debating alternative ways to recode
the responses so that they can be analyzed. She is concerned with the _______ part of
the market research process.
A. Problem definition
B. Research design
C. Data collection
D. Data analysis
E. Reporting
Tyler’s event planning company hired a new marketing assistant. He says he is a
“big-picture person,” not a detail-oriented person. Most likely, Tyler is about to find out
that the new assistant needs to be coached in which concept?
A. Stay flexible.
B. Utilize input, but don’t become paralyzed by information and analysis.
C. Don’t underestimate the implementation part of the plan.
D. Stay strategic, but also stay on top of the tactical.
E. Give yourself and your people room to fail and try again.
Paul is the groundskeeper for a golf course. He not only mows the greens and fairways
but is also an expert on the grass that is used and how to care for it. The golf pro and
club manager consult with him about what new equipment the club needs to maintain
the greens. Paul plays the role of __________ in the buying process.
A. Influencer
B. User
C. Decider
D. Operator
E. Key holder
Food product manufacturers are required to list the number of calories at the top of the
nutrition panel. Posting calorie information is an example of a(n) _______.
A. Communication feature
B. Aesthetic feature
C. Legal requirement
D. Marketing requirement
E. Identification device
When the objective is to obtain maximum product exposure throughout the channel,
a(n) ________________ strategy is designed to saturate every possible intermediary
and especially retailers.
A. Distribution intensity
B. Intensive distribution
C. Channel length
D. Logistics
E. Shopping goods supply
Firms and brands that continually attempt to operate in the _______ price/_____
benefits quadrant do not survive over the long run as customer trust is damaged. Some
firms use price skimming strategies, especially on product introductions, even when all
the bugs have yet to be worked out of the product.
A. High, high
B. High, low
C. Low, high
D. Low, low
E. None of these
It is not uncommon to see ________ profits in the introduction phase of the product life
cycle for an industry.
A. High
B. No (or loses)
C. Average
D. Low
E. None of these