MPR can hold down promotion cost because it costs less than direct-mail and media
advertising.
Influencers influence the buying decision by helping define specifications and
providing information for evaluating alternatives.
Reliability refers to the company’s willingness to help customers and provide them with
prompt service.
A marketer who has unit costs of $16 and wants to earn a 20 percent markup on sales
would charge a markup price of $20.
The payment equity for a service is a range from the minimum level of service
consumers are willing to accept to the level they believe can and should be delivered.
Initiators are those who authorize the proposed action of deciders or buyers.
One way to increase the frequency of consumption of a product by consumers is by
introducing it in larger package sizes.
Average click-through for pay-per-click ads is about 0.08 percent.
Supplies can be classified as two kinds: heterogeneous supplies and homogeneous
supplies.
Quality is the totality of features and characteristics of a product or service that bear on
its ability to satisfy stated or implied needs.
Qualitative research techniques are relatively structured measurement approaches that
permit limited possible responses.
A global firm is a firm that operates in more than one country and captures R&D,
production, logistical, marketing, and financial advantages not available to purely
domestic competitors.
Brands are built only by advertising.
The step in the consumer-adoption process where a consumer considers whether to try
the innovation is interest.
Consumers are more likely to share a viral video ad when the brand uses pulsing so it is
not too intrusive in the video.
The Internet provides marketers and consumers with opportunities for much greater
interaction and ________ than do other marketing channels.
A) control
B) data security
C) high involvement selling
D) order conversion
E) individualization
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
In the ________ type of retailing, customers usually find their own goods, although
they can ask salespeople for assistance.
A) self-service
B) self-selection
C) full-service
D) limited service
E) limited-selection
The manufacturer launches a brand building advertising campaign. The campaign does
not promote any one specific car but is aimed at promoting the company as a whole.
Which type of cost does this fall under?
A) direct costs
B) material costs
C) nontraceable costs
D) traceable costs
E) labor costs
With respect to the ‘six brand building blocks,” brand ________ signifies how well the
product or service meets customers’ functional needs.
A) judgment
B) imagery
C) salience
D) performance
E) resonance
A company that seeks to increase its sales and profits through backward, forward, or
horizontal integration within the industry is said to be employing a(n) ________ growth
strategy.
A) diversification
B) intensive
C) target
D) integrative
E) conglomerate
Spike Inc. is a sportswear manufacturer that recently launched its new line of
customizable running shoes. The shoes come with a digital component that allows them
to adapt to the runner’s biomechanics. To promote this new product, Spike launches an
advertising campaign and entices a famous athlete to endorse the product. This is an
example of a ________.
A) trade promotion
B) reverse flow
C) push strategy
D) pull strategy
E) backward flow
________, or reducing the number of organizational levels to get closer to the customer,
is one of the important shifts in marketing and business practices.
A) Merging
B) Flattening
C) Globalizing
D) Focusing
E) Justifying
Which of the following is an example of a functional hub?
A) Plastics.com allows plastics buyers to search the best prices among thousands of
plastics sellers.
B) ChemConnect.com is an online exchange for buyers and sellers of bulk chemicals.
C) SteelMart.com concentrates on steel buyers from the United States.
D) SupplyLink.com offers manufacturers from different industries information on
ensuring workplace safety.
E) PaperTiger.com offers paper buyers a comprehensive look at the prices and quality
in the paper market.
________ investments are those expenditures tailored to a particular company and
value chain partner.
A) Diversified
B) Pooled
C) Specific
D) Umbrella
E) General
On an online ________, prices change by the minute.
A) buying alliance
B) barter market
C) systems seller
D) spot market
E) catalog site
A ________ has been defined as a coordinated collection of data, systems, tools, and
techniques with supporting software and hardware by which an organization gathers
and interprets relevant information from business and environment and turns it into a
basis for marketing action.
A) marketing metric
B) marketing channel system
C) marketing decision support system
D) marketing research system
E) database management system
JJ pays overhead each month, including his company’s bills for rent, heat, interest, and
salaries, which are examples of ________ costs.
A) total
B) average
C) activity-based
D) variable
E) fixed
________ are sets of interdependent organizations participating in the process of
making a product or service available for use or consumption.
A) Marketing channels
B) Interstitials
C) Communication channels
D) Sales territories
E) Marketing terrains
Which of the following is NOT an example of viral marketing?
A) Quicksilver puts out surfing videos and surf-culture books for teens.
B) Johnson & Johnson has a popular parenting advice Web site.
C) Walmart places videos with money-saving tips on YouTube.
D) Mountain Dew has a record label and offers free downloads.
E) Hasbro places a Facebook ad about its TV channel.
A(n) ________ is an elaborated version of a product idea expressed in consumer terms.
A) test brand
B) alpha product
C) beta product
D) business schedule
E) product concept
Through its dedicated research team, CISCO Systems Inc. has developed new
value-added business solutions which enable its variant class-II capacitors to provide
incremental productivity of 10 to 20 percent over its competitors. This is an example of
the solutions to ________ form of solution selling.
A) reduce customer costs
B) decrease customer risks
C) alter corporate culture
D) enhance customer revenues
E) partnerships
To monitor the Gatorade brand on social networks around the clock, ________ created
a Mission Control Center ‘” set up like a broadcast television control room ‘” in the
middle of the marketing department in its Chicago headquarters.
A) Coca-Cola
B) Cadbury Schweppes
C) PepsiCo
D) P&G
E) Nestlé
Companies can run the same marketing communications programs as used in the home
market or change them for each local market, a process called ________.
A) product communications
B) market development
C) dual adaptation
D) diversification
E) communication adaptation
The Net Promoter Score is calculated by subtracting ________ from ________.
A) promoters; detractors
B) detractors; promoters
C) detractors; passively satisfied customers
D) passively satisfied customers; detractors
E) passively satisfied customers; promoters
________ can be defined as a deeply held commitment to rebuy or repatronize a
preferred product or service in the future despite situational influences and marketing
efforts having the potential to cause switching behavior.
A) Value proposition
B) Loyalty
C) Satisfaction
D) Respect
E) Customer value
Marketing ________ analyze(s) data from a variety of sources, such as retailer scanner
data, company shipment data, pricing, media, and promotion spending data, to
understand more precisely the effects of specific marketing activities.
A) metrics
B) mix models
C) forecasting
D) intelligence databases
E) decision systems
Because ________ are purchased frequently, marketers should make them available in
many locations, charge only a small markup, and advertise heavily to induce trial and
build preference.
A) nondurable goods
B) durable goods
C) services
D) unsought goods
E) specialty goods
Establishing and communicating the distinctive benefit(s) of the company’s market
offering for each target segment is called ________.
A) market research
B) market positioning
C) marketing effectiveness
D) market segmentation
E) market dominance
When the recent recession hit, Zappos decided to stop offering complimentary
overnight shipping to first-time buyers and offer it to repeat buyers only, which is an
example of the ________ best practice of top service companies.
A) strategic concept
B) profit tiers
C) top-management commitment
D) high standards
E) monitoring systems
Explain the product- or brand-management organization and list its advantages and
disadvantages.
Define sale-variance analysis and microsales analysis.
Identify the three main strategies for growing a company’s core, as noted by UK
marketing guru David Taylor, and provide an example for each.
Sally’s is a boutique bakery that specializes in cupcakes. Give some methods by which
Sally’s can position itself without spending a lot on promotions.
Selling is not the most important part of marketing. Explain why not.
Identify three reasons social media are rarely the only source of communications for a
brand.
According to Millward Brown, how is brand predisposition measured?
Explain the three distribution strategies based on the number of intermediaries.
List and briefly explain with examples the five categories of service offerings.