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Customers can quickly and easily become bored with any given advertising campaign, a
concept referred to as advertising wearout.
In general, B2B segmentation is more straightforward than B2C segmentation.
Primary data are data collected for some other purpose before the current problem was
known.
Channel intermediaries enhance utilities by providing a wide array of specific
functions.
In the Gap Model of Service Quality, there are five main gaps that may occur. The
frequency of gap occurrence is approximately the same for each gap, making them all
equally important.
Firms and brands that continually attempt to operate in the high-price/low-benefits
environment do not survive over the long run as customer trust is damaged.
A benefit is some type of utility that a company and its products provide for customers.
A firm's competitive strategy leads it to decide if it can grow and if not, how to survive
through stability or retrenchment.
Market development strategies allow the firm to invest additional resources to have
existing customers consume new products.
A niche strategy is the same as Porter's focus strategy or concentrated target marketing.
Objective measures rely on personal evaluations by someone connected to the
salesperson's sales process, usually the immediate sales manager or a customer.
Social networks provide marketers great benefits without much challenge.
The advantages of family branding include that they are less expensive to create and
that there is protection for the brand if one of its members has a problem.
The two parts of the value equation are benefits and cost.
The single largest buyer of goods and services in the world is ____________.
A. General Electric
B. Walmart
C. U.S. government
D. Chinese government
E. None of these
The marketing manager of Low Cost Retailer wants to gather descriptive research about
what customers buy, when they purchase, and how often they purchase certain products.
To gather this information he implements a frequent shopper program to track the
purchases of participating customers. He is collecting ________ data to answer his
research problems.
A. Survey
B. Qualitative
C. Behavioral
D. Observational
E. Interview
Burger King offers the latest movie hero toy with purchase of a meal. This is an
example of using _____________________ as the sales promotion approach.
A. Product placements
B. Premiums
C. Loyalty programs
D. Point-of-purchase materials
E. Multiple-purchase offers
Bright House wants Courtney to buy the full gamut of entertainment products and the
more she buys-digital television, premium channels, downloadable movies, local and
long-distance phone service, cellular service, high-speed Internet-the better the deal
becomes compared to the total of the individual prices of each product. Bright House is
using a ______ strategy.
A. Product line pricing
B. Captive pricing
C. Price bundling
D. Reference pricing
E. Prestige pricing
The color red means different things in different parts of the world. For example, in
China a bride traditionally would wear red but not white. White is a symbol of death.
This would be identified in the _______ section of a global research report.
A. Economic
B. Cultural, societal
C. Business environment
D. Political, legal
E. History, geography
The region, the density of the population, and the size of the population are terms for
techniques to use in ________.
A. Positioning
B. Differentiation
C. Democratic segmentation
D. Population parameter estimation
E. Geographic segmentation
One key decision affecting the use of exponential smoothing is the choice of the
___________.
A. Smoothing constant
B. Beta coefficient
C. Coefficient normal
D. High-value customers
E. None of these
The essential marketing objective in the growth phase of the PLC is to ____________.
A. Build trial of the product
B. Build public relations for the product
C. Build trial followed by loyalty
D. Differentiate the product from those of new competitors
E. All of these
A technology or high-end industrial product company is most likely to use a(n) ______
in foreign markets because customers expect the expertise of highly trained, accessible
personnel.
A. Broker
B. Export agent
C. Distributor
D. Direct sales force
E. Freight forwarder
The marketing management team of Brand Z Toys is looking at the possibility of
opening a new plant in one of several developing countries. Before they decide on
which country they want to build in, they want to conduct some preliminary research
including local population demographics and lifestyle characteristics. However, they
have discovered that the governments in several of these countries do not have a
department that collects these data and no independent research firm has measured any
of these areas. This shows the difficulty with secondary data _____ in global markets.
A. Extendibility
B. Accessibility
C. Dependability
D. Compatibility
E. Comparability
Companies like Home Depot sell to the B2B market and B2C market out of the same
store. This puts the company in the category of businesses called _________.
A. Mixed use enterprise
B. Reseller
C. Value added enterprise
D. Retail merchandiser
E. End seller
Market testing can take a long time, and this can result in ________.
A. Competitors being able to develop marketing strategies to counter a product launch
B. The company losing the excitement of a new product
C. Competitors being able to sabotage the firm's efforts
D. Online guerrilla tactics by competitors that will disrupt the sales cycle of the
product
E. None of these
