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The marketing manager of Super Fresh Frozen Vegetables is working on the package
for a new line of self-steaming microwaveable vegetables. He wants the package to
show a physically fit individual happily eating the product and how to work the steamer
packaging. He is focusing on the ______ objective of packaging.
A. Usage promotion
B. Aesthetic
C. Communication
D. Harmony
E. Protection
Communicating and delivering value focuses on _____________________.
A. Supply chain management
B. Branding and positioning
C. Retailing
D. Integrated marketing communications
E. Supply chain management, Branding and positioning, and Integrated marketing
communications
Nonverbal communication can ______ what is spoken if not used correctly.
A. Reiterate
B. Confirm
C. Substantiate
D. Contradict
E. Alter
Complex product choice (Did we make the best selection?) in the B2B market depends
on ________, __________, and ___________.
A. Price, product, distribution criteria
B. Financial, subjective, objective criteria
C. Objective, subliminal, price criteria
D. Financial, value, service criteria
E. None of these
Robitussin redesigned its packaging to provide specific product use information to help
parents make a purchase decision and to inform them about proper product usage. The
package lists four key pieces of information: the product's formulation, whether it is
drowsy or nondrowsy, the symptoms it treats, and the recommended age for usage. This
is an example of meeting the ________ requirements of labeling.
A. Legislative
B. Marketing
C. Legal
D. Industry
E. Consumer
Laggards are people in the adoption process who _________.
A. Purchase during the maturation stage
B. Put off purchasing until there is no other option
C. Are price-sensitive and look for simplified products
D. Buy the product used because it lacks interest to them
E. All of these
As the marketing manager for National Household Cleaner Co., you are interested in
collecting some qualitative primary data about what outcomes consumers want from
your products. You would like the customers you study to feed off each other's ideas.
However, the difficulty you have encountered is that you want information from a wide
range of customers from across the country. The best way to overcome this obstacle is
to use a(n) _________.
A. Online database
B. Survey study
C. Market research organization
D. Online focus group
E. CRM system
In some cases a marketing dashboard can overly rely on _________.
A. Inside-out measurement
B. Outside-in measurement
C. Total measurement
D. Partial measurement, leading to partial solutions
E. All of these
___________________ are a group of resellers such as retailers or distributors with
whom the sales force does business.
A. Missionary sellers
B. Solutions sellers
C. Technical sellers
D. Trade servicers
E. All of these
Tips for producing a successful marketing plan include which concept(s)?
A. Stay flexible.
B. Utilize input, but don't become paralyzed by information and analysis.
C. Don't underestimate the implementation part of the plan.
D. Stay strategic, but also stay on top of the tactical.
E. All of these.
Creating value focuses on _____________________.
A. Product development
B. Branding and positioning
C. Attention to service
D. Pricing
E. All of these
In Japan, where salespeople maintain strong relationships with buyers, customers do not
go to a showroom. The salesperson goes to the buyer's home. Half of all cars are sold in
the home. This element of marketing communications is called _______.
A. Advertising
B. Personal selling
C. Promotion
D. Public relations
E. Direct marketing
High pressure selling _____________.
A. Is practiced today by many companies
B. Has a marketing orientation
C. Sparked laws to protect consumers
D. Both is practiced today by many companies and sparked laws to protect consumers
E. None of these
Serenity was born in 1970. Her parents met at the famous Woodstock music festival.
She is a member of _____________.
A. The baby boomer generation
B. The GI generation
C. The silent generation
D. Generation X
E. the Millennial generation
Bazooka Bubble Gum revamped its package inserts by changing from comic strips to
quizzes and brainteasers that direct kids to digital content. This is reflected in the
___________ change driver impacting the future of marketing.
A. Shift to product glut and customer shortage
B. Shift in power from marketer to customer
C. Shift in generational values and preferences
D. Shift to distinguishing Marketing (Big M) from marketing (little m)
E. Shift to justifying the relevance and payback of the marketing investment
________ are appropriate when a manager is selecting a target market.
A. Buyer behavior analysis
B. Positioning analysis
C. New product ideation
D. Merchandising display assessment
E. All of these
___________ is not a source of channel power.
A. Reward power
B. Referent power
C. Legitimate power
D. Consumer power
E. Expert power
The marketing manager of NRG Beverage Company is revamping the product's label to
carry a better product image, and more relevant messages. He is designing the
________ requirements of labeling.
A. Legislative
B. Marketing
C. Legal
D. Industry
E. Consumer
Jamal's boss wants him to travel to Canada to investigate opening retail stores in
Montreal and Ottawa. The firm operates 278 stores in the United States. Most likely, the
extension into a new geographic region would be classified as ________ in Ansoff's
Product-Market Matrix.
A. Market diversification
B. Marketing strategy development
C. Market penetration
D. Product development
E. Market development
