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________________ is an example of a technology communication selling activity.
A. Developing effective presentation skills
B. Following up after customer contact
C. Developing time management skills
D. Listening effectively
E. E-mailing
______________________ is the amount of price increase that can be taken without
affecting customer demand.
A. Just noticeable difference
B. Average-cost pricing
C. Target return pricing
D. Predatory pricing
E. Captive pricing
The budgeting method that relies on figuring out what competitors spend on marketing
is known as the ______________ method.
A. Zero-based
B. Objective-and-task
C. Percent-of-sales
D. Comparative-parity
E. All-you-can-afford
Charging a price that is lower than actual costs or less than the company charges in its
home market is called _____________.
A. Gray marketing
B. Price fixing
C. Dumping
D. Compensation trading
E. Offset pricing
Service jobs have _________ in the United States over the last 30 to 40 years.
A. Decreased
B. Increased
C. Stayed the same
D. Been in decline
E. None of these
In the buying process there is one group that can play a critical role. This group is often
the first to recognize the problem based on a need and they help define the product
specifications. This group is called ___________.
A. Deciders
B. Gatekeepers
C. Users
D. Influencers
E. Buyers
XYZ luxury car company is interested in understanding why the majority of consumers
who purchase XYZ cars are retirees. The marketing manager decides to conduct
exploratory research and is considering talking to different owners and nonowners. The
best approach is to use ________ research because it is less structured and may
generate unanticipated insights into the research problem.
A. Quantitative
B. Qualitative
C. Survey
D. Numerological
E. Behavioral
External service value does not lead to _______________.
A. Customer satisfaction
B. Internal service quality
C. Customer loyalty
D. Revenue growth
E. None of these
Little kids and puppy dogs help execute a(n) _________________ appeal.
A. Fantasy
B. Rational
C. Emotional
D. Lifestyle
E. Slice of life
Gino always purchases clothing made by S&G Clothing. He tells others about how
much he likes their clothes and the good qualities about them. When a shirt he
purchased turned out to be defective, instead of switching clothing companies he gave
S&G a chance to fix the problems and still shops there. 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
Companies that sell to other companies ____________.
A. Offer products that end up as components in finished products
B. Help companies improve their businesses
C. None of these
D. All of these
Jameson purchased an alarm system for his car during a promotion. He considers the
price after the promotion to be very attractive. However, later on he learns that the firm
set artificially high reference price for the alarm system just before a promotion to make
the advertised sale price attractive. Jameson has just experienced
_____________________.
A. Price fixing
B. Price discrimination
C. Deceptive pricing
D. Bait and switch
E. Predatory pricing
As in price bundling, it can be useful for customers to have some type of comparative
price when considering a product purchase. Such a comparison is referred to as
______________, which is the total price of the components of the bundle if purchased
separately versus the bundled price.
A. Product line pricing
B. Captive pricing
C. Price bundling
D. Reference pricing
E. Prestige pricing
Taking a dashboard approach to marketing metrics goes a long way toward enabling
successful marketing planning. However, several potential pitfalls exist in its execution
such as ________.
A. Overreliance on "inside-out" measurement
B. Too many tactical metrics and not enough strategic insight
C. Forgetting to market the dashboard internally
D. All of these
E. Both overreliance on "inside-out" measurement and too many tactical metrics and
not enough strategic insight
Informing and educating the target audience about the product's benefits,
characteristics, and features is part of the communication strategy in the ___________
phase of the product life cycle.
A. Introduction
B. Growth
C. Maturity
D. Decline
E. All of these
Open Sesame is a chain of Thai restaurants located in the western United States. The
marketing manager has discovered that there is a growing demand for Spanish food and
that Latino Americans spend more money on food away from home than other ethnic
groups. This information would be included in the ________ part of the SWOT
analysis.
A. Strengths
B. Threats
C. Opportunities
D. Strategies
E. Weaknesses
Many organizations are too small to have a national sales force to help discover
new-product ideas. As a consequence they often use _______ that offer a link between
the customer and company.
A. Distributors
B. Parts manufacturers
C. Logistics companies
D. Server farms
E. None of these
Geoff works at an Aspen ski shop. He has just gotten a shipment of new snowboards
and realizes that the company has priced its snowboards higher than the rest of the
boards in his shop. Since Geoff took a marketing class in college, he knows that the
company is using ______________.
A. Product line pricing
B. Captive pricing
C. Price bundling
D. Reference pricing
E. Prestige pricing
Although conditioning requires little effort on the part of the learner, ______ is more
active and involves mental processes that acquire information to work through
problems and manage life situations.
A. Classical learning
B. Long-term memory
C. Active learning
D. Cognitive learning
E. Operant learning
