A tachistoscope flashes an ad to a subject with an exposure interval that may range from
less than one hundredth of a second to several seconds and asks the respondent to
describe what s/he recalls.
A drawback of public relations is that is does not reach prospects who prefer to avoid
mass media and targeted promotions.
The experience qualities of a good or service can be evaluated after purchase.
In order to estimate future demand, companies commonly prepare a company sales
forecast first, followed by an industry forecast, and finally a macroeconomic forecast.
American Girl dolls tap into mother-daughter relationship and the cross-generational
transfer of femininity. This is an example of a narrative arc.
An intensive distribution strategy serves well for products such as snack foods and soft
drinks.
Lot size refers to the total number of units a channel can transmit from the
manufacturer’s place to the service outlet.
Physical goods, services, and stores can be branded, but ideas and people cannot.
The Internet and catalog retailing industry includes 20,000 companies with combined
annual revenue of $350 billion.
Walmart and Target stores could be part of the distribution channel for a marketer of
hair care products.
A functional organization allows for adequate planning as the number of products and
markets of a firm increases.
In buying alliances, participants offer to trade goods or services.
Reach of an advertising message is most important when launching new products,
flanker brands, extensions of well-known brands, or infrequently purchased brands.
In the growth stage of a product’s life cycle, demand has its own momentum through
word of mouth and interactive marketing.
Positioning requires that marketers define and communicate only the differences
between their brand and its competitors.
A business analysis is performed mainly to identify if a company has a technically and
commercially sound product.
Total costs consist of the sum of the fixed and the variable costs for any given level of
production.
When Honda expanded its brand into such areas as automobiles, snow blowers, and
marine engines, it was pursuing a strategy called line extension.
Some high-volume products may have such high handling costs that they are less
profitable and deserve less shelf space than low-volume products.
When Ketan went to college he had a burning desire to join a social fraternity; for
Ketan, the fraternity would be a dissociative group.
Consumers’ expectations result exclusively from past buying experiences.
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.
The typical approach to positioning is to inform consumers of a brand’s membership
before stating its point-of-difference.
The aim of place advertising is to reach people where they work, play, and shop.
Co-branding involves combining two or more well-known existing brands are
combined into a joint product and/or marketing them together in some fashion.
To the manufacturer, a well-designed product is easy to make and distribute; to the
customer, it is pleasing to look at and easy to use.
In the buying center, several people can occupy a given role such as user or influencer,
and one person may play multiple roles.
Perception depends only on the physical stimuli experienced by the person.
What the customer expects from a service is called the primary service package.
Because customers are not really concerned with timely delivery, customers are
unlikely to differentiate between firms based on their order-to-payment cycles.
The percentage-of-sales method leads to a budget set by market opportunities rather
than by the availability of funds.
Direct marketing has not been growing as fast as U.S. retail sales.
In a buying center, people who authorize the proposed actions of deciders or buyers are
initiators.
When Nike attempts to get close to its customers at the local level by sponsoring local
school teams and providing shoes, equipment, and clothing to many of them, Nike is
using which of the following marketing formats?
A) differentiated marketing
B) affiliate marketing
C) guerrilla marketing
D) affinity marketing
E) grassroots marketing
The failure of Cracker Jack cereal is an example of consumers’ ________ dictating that
the extensions were inappropriate for the brand.
A) brand knowledge
B) brand equity
C) brand stature
D) power grid
E) brand salience
When gathering marketing intelligence, companies often use the U.S. census, which
provides an in-depth look at the population swings, demographic groups, regional
migrations, and changing family structure of the more than 281 million people living in
the United States. Which of the following steps to improve the quality of a company
marketing intelligence system would be most closely associated with this illustration?
A) A company can purchase information from outside suppliers.
B) A company can take advantage of government data sources.
C) A company can use online customer feedback systems to collect data.
D) A company can network externally.
E) A company can use its sales force to collect and report data.
Which of the following parameters forms the basis for measuring sponsorship
effectiveness using demand-side methods?
A) impact on market share of sponsor
B) amount of time a brand is clearly visible on a television screen
C) amount of relevant newsprint mentioning the sponsor
D) influence on consumers’ brand knowledge of the sponsor
E) net impact on the sponsor’s bottom line
As the marketing manager of Cominform Pvt. Ltd., a manufacturer of health drinks,
you have selected 10 individuals who match the profile of your target customer, to
participate in a discussion on changing lifestyle trends related to health. You have also
hired a skilled moderator to facilitate the discussion and ensure that everyone
participates and stays focused on the topic. The moderator provides questions and
probes based on the ‘script” prepared by you. The discussions are also recorded for
further analysis. Which of the following methods of acquiring primary data is being
used in this case?
A) observational research
B) surveys
C) behavioral data
D) experiments
E) focus groups
Which of the following ads depict a transformational appeal?
A) Thompson Water Seal can withstand intense rain, snow, and heat
B) DIRECTV offers better HD options than cable or other satellite operators
C) NBA phenomenon LeBron James pitching McDonald’s
D) Pringles slogan, “Once You Pop, the Fun Don’t Stop”
E) Aleve’s message that it offers the longest-lasting pain relief
Which of the following statements about Gen Xers is TRUE?
A) Gen Xers are often willing to change brands.
B) Gen Xers are selective, confident, and impatient.
C) Gen Xers are socially conscious and concerned about the environment.
D) Gen Xers prize self-sufficiency and are pragmatic.
E) Technology is a barrier for Gen Xers.
Exclusive dealing arrangements are mainly used by companies looking for an edge in
markets increasingly driven by ________.
A) price
B) efficiency
C) product variety
D) add-on services
E) spatial convenience
Which of the following elements of the marketing communications mix refers to any
paid form of nonpersonal presentation and promotion of ideas, goods, or services by an
identified sponsor via print, broadcast, network, electronic, and display media?
A) advertising
B) personal selling
C) sales promotion
D) direct marketing
E) public relations
Small sellers to a buying center should first concentrate their marketing efforts on
reaching ________.
A) approvers
B) initiators
C) influencers
D) users
E) initiators
A ________ is a comprehensive, systematic, independent, and periodic examination of
a company’s or business unit’s marketing environment, objectives, strategies, and
activities, with a view to determining problem areas and opportunities and
recommending a plan of action to improve the company’s marketing performance.
A) marketing plan
B) test market
C) marketing audit
D) market-based scorecard analysis
E) marketing metric
If you were an upper-level marketing executive of a large seller of trucks, which of the
following strategies would be most appropriate in reaching buying center targets?
A) Concentrate on key buying influencers.
B) Use multilevel in-depth selling.
C) Use trade-based promotions.
D) Concentrate sales efforts on the support staff.
E) Move all operations to the Internet.
A marketer is interested in segmenting a business market based on technology and
customer capabilities. These criteria illustrate which of the following major
segmentation variables?
A) demographic variables
B) purchasing approaches
C) situational factors
D) personal characteristics
E) operating variables
When Aaron went to his doctor for his annual checkup, he was asked to undergo a
number of tests. Although the doctor assured Aaron that the tests were routine, Aaron
thinks that the doctor is hiding a grave problem from him. 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
Advertising and publicity tools play the most important roles in influencing buying
decisions at the ________ stage of buyer readiness.
A) comprehension
B) conviction
C) ordering
D) reordering
E) awareness-building
Which of the following types of marketing research firms gathers consumer and trade
information and then sells it for a fee (e.g., Nielsen Company)?
A) custom marketing research firms
B) syndicated-service research firms
C) specialty-line marketing research firms
D) generic marketing research firms
E) focused marketing research firms
Which of the following is an ancillary service offered by retailers?
A) accepting orders over the telephone
B) advertising and window displays
C) delivery to the customer’s doorstep
D) general information
E) alterations and tailoring
________ are basic human requirements, while ________ are the ways in which those
requirements are satisfied.
A) Wants; needs
B) Demands; wants
C) Needs; wants
D) Needs; demands
E) Demands; needs
Walmart developed the Ol’Roy brand of dog food to sell only in its stores. Ol’Roy is an
example of a ________.
A) generic product
B) national brand
C) franchise
D) copy-cat brand
E) private label
Which of the following is an example of a personal selling communication platform?
A) sales presentations
B) company blogs
C) telemarketing
D) TV shopping
E) press kits
Branding is ________.
A) all about creating unanimity between products
B) the process of performing market research and selling products or services to
customers
C) endowing products and services with the power of a brand
D) the process of comparing competing brands available in the market
E) use of online interactive media to promote products and brands
Electrobar, a European manufacturer of industrial kitchenware, sells to industrial
canteens, restaurants, hotels, and so forth. The company provides a one-year warranty
on all products and also allows customers to pay in installmentsthey pay 50 percent on
delivery and the rest as equal installments. This refers to which element in the
“trade-relations mix”?
A) price policy
B) conditions of sale
C) distributors’ territorial rights
D) exclusive dealings
E) mutual services and responsibilities
Which of the following channel conflict resolution techniques is used only if everything
else proves ineffective?
A) legal recourse
B) mediation
C) arbitration
D) co-option
E) superordinate goals
Toyota has an advantage over Lexus due to the fact that there are more Toyota dealers,
which helps customers save on transportation and search costs in buying and repairing
an automobile. Which of the following service outputs relates to this competitive
advantage?
A) spatial convenience
B) service backup
C) lot size
D) waiting time
E) delivery time
Which of the following is NOT a main part of managing the sales force?
A) recruiting and selecting sales representatives
B) identifying prospects for sales representatives
C) training sales representatives
D) motivating sales representatives
E) evaluating sales representatives
A company can take several steps to improve the quality of its marketing intelligence.
One company purchases competitive products for study, attends open houses and trade
shows, and reads competitors’ published reports and stockholder information. This
company is ________.
A) taking advantage of government data
B) motivating intermediaries to share intelligence
C) networking internally and externally
D) setting up customer advisory panels
E) buying information from research firms
A brand that is action-oriented and causes consumers to engage in physical actions
appeals to the ________ dimension of brand experience.
A) sensory
B) affective
C) behavioral
D) intellectual
E) social
The aim of customer relationship management is to produce high customer ________.
A) integrity
B) loyalty
C) innovation
D) liability
E) equity
Another term for high customer ________ is customer churn.
A) retention
B) defection
C) value
D) perception
E) belief
Which of the following is an example of retailing?
A) Dylan’s sends catalogs to retail, industrial, and institutional customers.
B) SEZ U Inc. sells a limited line of fast-moving goods to small retailers for cash.
C) BEL Inc. sells consumer packaged goods to merchant wholesalers and distributors.
D) Praxis International sells products to consumers directly through the Internet.
E) Hub Styles procures its raw materials directly from farmers in the region.
The catalog you receive from a large apparel store, displaying their new summer
collection, is an example of ________ marketing.
A) buzz
B) direct
C) virtual
D) word of mouth
E) interactive
Which of the following tools or combinations of tools is most influential at the
comprehension stage of buyer readiness?
A) sales promotion and advertising
B) advertising and personal selling
C) publicity and personal selling
D) reminder advertising and publicity
E) sales promotion and personal selling
Why is direct mail popular among marketers?
How can marketers reinforce brand equity?
Describe the meaning and function of a brand audit.
Explain the differences between a belief and an attitude.
Explain the differences between a role and status.
List the seven roles of people in a buying center.
Briefly list the contents of a marketing plan.
Explain what happens in a SWOT analysis during the strategic planning process.
Assume that you are a marketing manager for a youth clothing manufacturer that has
just read about the demographic trend of the “rising Hispanic influence” in the United
States. Explain this trend and indicate why it might be important to your company.
How well do direct mail response rates represent a campaign’s long-term impact? How
do marketers take this into account?
What objectives do marketers have for using trade promotions?
The Norticon Group provides and manages computers and network systems for
businesses and communities. Norticon sells its products through various means. It uses
its sales force to sell to large customers and telemarketing to sell to smaller customers.
The company also sells its products via the Internet. Briefly explain the marketing
approach being used by the company.
In the customer support center where Carl works, employees are taught to make
conversation to put customers at ease. As customers don’t like being kept waiting, they
must also try to minimize the time that customers spend waiting for service. Thus, when
there are a number of customers lined up, Carl usually has to decide whether to answer
a customer’s questions in detail or move on quickly to the next customer. The firm’s
standards are not clear on how they want him to perform. When asked, his boss
answers, “You make the decision.” This is an example of which service-quality gap?
List the major types of limited-service wholesalers and identify the functions of each.
Identify ways in which shopping behaviors differ between men and women.
What are the basic criteria that a country should possess in order to be a viable and
attractive investment destination?
Describe three methods by which a brand can communicate category membership.
Atlas camera division produces a range of professional quality 35mm and
consumer-friendly digital cameras. The 35mm market is rapidly declining and the
faster-growing digital camera segment is saturated with competition, so Atlas is
struggling with sales. Identify the marketing tasks the management team would need to
address to make Atlas competitive in the digital camera space.
When Indu’s company printed the ad for their perfume in the newspapers, the caption
read, “WAS $100, NOW $75.” What kind of a promotional pricing did her company
use?