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Customer satisfaction and customer loyalty, two metrics used by brand managers, are
metrics used in CRM.
A wide range of organizational functions will have a stake in making a marketing plan
successful. Even if the functions are outsourced, someone internally still must take
responsibility for the outsourced aspect of the action plan.
Mr. Coffee had a good understanding of the Japanese culture when it introduced
coffeemakers that fit well in a Japanese kitchen.
An individual watching American Idol will react differently to an ad whether watching
the show alone or at a party with friends.
A channel is a system of interdependent relationships among a set of organizations that
facilitates the exchange process.
The zone of defection is where satisfied customers reside when they are not really
thrilled with the service provided. This leads them to not be committed to the company
and they defect.
Demand for products in the B2B marketplace is relatively stable and constant.
Luxury cars such as the Chevrolet Corvette are available with tires that enable the
driver to continue driving even after the tire has been damaged. This is an example of
Corvette using style as a differentiator.
Firms today are beginning to understand the importance of marketing metrics to assess
marketing performance. They are aligning all internal organization processes and
systems around the customer-from IT to billing to telecommunications.
A key advantage in bonus compensation systems is that they ___________________.
A. Reward experience and competence
B. Motivate efforts on nonselling activities
C. Direct salespeople's efforts toward strategic directives
D. Satisfy salespeople's security needs
E. Target short-term objectives
Caution is warranted in employing _________________, as it is always possible that
the quantity demanded will not match the marketing manager's forecast.
A. Cost-plus pricing
B. Price war
C. Markup on sales price
D. Average-cost pricing
E. Target return pricing
Perishability of a service means that ________.
A. A service can spoil if it is not used in a particular period of time
B. A service cannot be stored or saved up for future use
C. A service is sensitive to the day of the week, month, and year
D. A service must be handled and stored with care
E. None of these
The marketing manager of ABC Corp. is interested in ranking customers on the basis of
their profitability, so he accesses a database that tells him about the frequency and size
of each customer's order along with the actual costs per order. This database is part of
the ________ system.
A. Sales information
B. Customer relationship management (CRM)
C. Financial information
D. Employee management
E. Promotion management
When Target sells winter coats, it sends them to stores at different times of the year.
This is an example of _______.
A. Demographic segmentation
B. Climate segmentation
C. Geographic biases
D. Lack of winter in the South
E. Climate change
James has been to Farm Fresh Ice Cream Shops several times. Based on his previous
visits he has developed certain emotional, psychological, and performance expectations
for all subsequent visits to Farm Fresh. For instance, he believes he will feel happier
when he leaves than when he arrives and that the ice cream will be rich and smooth.
This is an example of the _____ dimension of brand equity.
A. Brand assets
B. Brand association
C. Brand awareness
D. Brand loyalty
E. Perceived quality
The main difference between B2C and B2B is ___________.
A. Good interpersonal and communication skills are more important for B2C than for
B2B
B. B2B requires more supervision and performance evaluation
C. Many of the goods and services sold by B2B salespeople are more expensive and
technically complex than those in B2C
D. B2B requires excellent knowledge of the products being sold
E. B2C requires the ability to discover customer needs and solve their problems
Marketing plans are ________.
A. A means of gathering input from stakeholders throughout the firm
B. Essential for the firm's success
C. A rallying point for creativity
D. Well articulated
E. All of these
Differentiation strategy implies that a company is able to compete on a basis that is
________.
A. The same as competition
B. Unique and where customers are willing to pay a premium
C. A leadership price position
D. Driven by customer contact
E. Derived product demand
Pepsi and Coca-Cola both sponsor traveling carnivals in rural Latin America to
encourage product trial. This element of marketing communications is _______.
A. Advertising
B. Personal selling
C. Promotion
D. Public relations
E. Direct marketing
With __________________, customers are allowed-even encouraged-to haggle about
prices.
A. Psychological pricing
B. One-price strategy
C. Variable pricing
D. Everyday low pricing (EDLP)
E. High/low pricing
Frito-Lay is using _______ when offering free in-store samples of Doritos for the
express purpose of getting people to try the product, enjoy the product, and finally
purchase a bag of Doritos.
A. Operant conditioning
B. Cognitive learning
C. Sampling
D. Product trial
E. Classical conditioning
Joan Doe is a participant in an online focus group for a processed-food company.
However, during one of the sessions her children are acting up and, as a result, she does
not give much thought to her responses. This is an example of the _________ problem
that companies that use online focus groups face.
A. Access limitation
B. Identity verification
C. Environmental control
D. Family issue
E. Qualification
______ are more graphic, visually interesting ads that move across the web page.
Sometimes people may find these ads distracting.
A. Banner ads
B. Interstitials
C. Microsites
D. Search ads
E. Sponsorship ads
_______ is an example of a brand personality.
A. Sophistication
B. Competence
C. Ruggedness
D. Sincerity
E. All of these
While writing a customer satisfaction survey, the marketing director for Brand X Bank
created a set of questions that customers would answer by circling a number between 1
and 7. The number 1 meant that the customers were very dissatisfied by that aspect of
the experience, whereas 7 meant that they were very satisfied. The director is using
_________ questions to collect this information.
A. Behavioral
B. Open-ended
C. Observational
D. Closed-ended
E. Probing
A firm setting its promotion budget as whatever funds are left over after everything else
that's considered a necessity is paid for is using the ______________ method.
A. Objective-and-task method
B. Percent-of-sales method
C. Desire and action method
D. Comparative parity method
E. All-you-can-afford method
