______ is defined as a summary of unique qualities attributed to the brand.
A. Brand identity
B. Brands
C. Brand momentum
D. Brand equity
E. Brand symbol
The Busted Puppy, a microbrewery, is creating a marketing plan. Managers are
concerned with current distribution. An examination of this issue would be in the
________ section of the marketing plan.
A. Firm structure and systems
B. Technological
C. Firm resources
D. Segmentation strategies
E. Supply chain strategies
______________ have a minority-majority population.
A. Georgia, Florida, Texas, New York, and Louisiana
B. Hawaii, District of Columbia, California, New Mexico, and Texas
C. California, Florida, Texas, District of Columbia, and New York
D. California, Texas, Alabama, Rhode Island, and Alaska
E. Vermont, North Carolina, Illinois, Montana, and Washington state
Today companies have no choice but to be more open about their businesses and
products because they can’t stop chat rooms or bloggers or customer reviews. 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
______________ is a critical component that plays into a customer’s assessment of the
value afforded by a firm and its offerings.
A. Price
B. Cost
C. Value
D. Service
E. Quality
______ portrays regular people in everyday settings. For example, the college student
doing laundry with Tide in the Laundromat.
A. Mood/affect
B. Humor
C. Slice of life
D. Demonstration
E. Lifestyle
Advantages to licensing as a market entry strategy do not include ___________.
A. Limited financial risk in the short run
B. Complete control of the patent or trademark
C. Services such as local distribution
D. Protection of trade secrets
E. Both complete control of the patent or trademark and protection of trade secrets
Licensing is a contractual agreement which transmits something of value such as
technology, a trademark, a patent, or a unique manufacturing process in return for
financial compensation in the form of a licensing fee or percentage of sales. In
licensing, companies can choose to license their key asset to another company,
effectively giving the company the right to use that asset in that market.
The objective of sales contests is to ______________.
A. Satisfy salespeople’s security needs
B. Stimulate additional effort
C. Target at specific short-term objectives
D. Both satisfy salespeople’s security needs and stimulate additional effort
E. Both stimulate additional effort and target at specific short-term objectives
Attitudes are _____ or _____, ______ or ________. Attitudes are very seldom if ever
neutral.
A. Good, bad, high, low
B. Strong, weak, high, low
C. Good, bad, strong, weak
D. Favorable, unfavorable, strong, weak
E. Favorable, unfavorable, positive, negative
When a channel member is respected, admired, or revered based on one or more
attributes, that member enjoys ________________ within the channel.
A. Coercive power
B. Reward power
C. Expert power
D. Referent power
E. Legitimate power
When Bob was asked to describe Sherry, he didn’t describe her by talking about her age
or education; rather, his comments about her sense of humor were reflecting her ____.
A. Appearance
B. Personality
C. Income
D. Job type
E. Aptitude