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One of the possible objectives of marketing communications is helping consumers
evaluate a brand's perceived ability to meet a currently relevant need. Which of the
following is a negatively oriented relevant brand need?
A) normal depletion
B) sensory gratification
C) social approval
D) intellectual stimulation
E) value enhancement
When gathering marketing intelligence, companies often use the US census, which
provides an in-depth look at the population swings, demographic groups, regional
migrations, and changing family structure of the more than 281 million people living in
the United States. Which of the following steps to improve the quality of a company
marketing intelligence system would be most closely associated with this illustration?
A) A company can purchase information from outside suppliers.
B) A company can take advantage of government data sources.
C) A company can use online customer feedback systems to collect data.
D) A company can network externally.
E) A company can use its sales force to collect and report data.
With respect to powerful brand elements, ________ is an extremely efficient means to
build brand equity. This element functions as a useful "hook" to help consumers grasp
what the brand is and what makes it special.
A) the tangibility of a product
B) a product's shape
C) a slogan
D) a patent
E) a copyright
According to the BRANDZ model of brand strength, brand building involves people
progressing through a sequential series of steps. Which of these steps would address or
answer the question "Can this brand deliver?"
A) performance
B) bonding
C) advantage
D) relevance
E) presence
The practice of using call centers, where employees receive calls from customers and
provide service by taking orders and answering queries, is called ________.
A) customer response marketing
B) guerilla marketing
C) reactive marketing
D) internal marketing
E) inbound telemarketing
Only one level of industry marketing expenditure will actually occur. The market
demand corresponding to this level is called the ________.
A) market minimum
B) market share
C) market forecast
D) market potential
E) company demand
Which of the following criteria relates to consumers seeing the brand association as
personally relevant to them?
A) deliverability
B) authenticity
C) desirability
D) differentiability
E) feasibility
A jobber in a three-level marketing channel is a(n) ________.
A) small-scale wholesaler
B) external broker
C) advertising agent
D) independent evaluator
E) communication channel
Brand ________ is the job of estimating the total financial worth of the brand.
A) tracking
B) auditing
C) equity
D) valuation
E) harmonization
The airline and hospitality industries use ________, by which they offer discounted but
limited early purchases, higher-priced late purchases, and the lowest rates on unsold
inventory just before it expires.
A) special-customer pricing
B) yield pricing
C) cash rebates
D) location pricing
E) customer-segment pricing
Orica Inc. competes in the market for commercial explosives. The company recently
changed its business model from just selling explosives to managing an entire blast in a
quarry. This customer-solution-based approach to the sale of explosives is an example
of ________.
A) systems selling
B) straight rebuying
C) customer referencing
D) derived demand
E) channel consolidation
According to the concept of ________, a series of increasingly more specific "why"
questions can reveal consumer motivation and consumers' deeper, more abstract goals.
A) word association
B) projection
C) visualizing
D) brand personification
E) laddering
A ________ advantage is one that a company can use as a springboard to new
advantages.
A) sustainable
B) leverageable
C) realistic
D) rational
E) distinct
What goods are similar in quality but different enough in price to justify shopping
comparisons?
A) emergency goods
B) homogeneous shopping goods
C) heterogeneous shopping goods
D) specialty goods
E) convenience goods
________ are bite-sized software programs that can be downloaded to smart phones.
A) Mobile apps
B) Mini-billboards
C) Loyalty programs
D) Virtual maps
E) Cookies
________ is composed of all parties who participate in the purchasing decision-making
process and share common goals and risks associated with their decisions.
A) The buying center
B) The marketing sales team
C) Strategic management
D) Engineering support
E) The logistics center
Firms whose products require ________ resources '” oil, coal, platinum, zinc, silver '”
face substantial cost increases as depletion approaches.
A) infinite
B) near finite
C) finite renewable
D) finite nonrenewable
E) perishable
Which of the following is true of business markets?
A) Buyers are usually not skilled at comparing competitive product offerings.
B) Buyers have limited purchasing power.
C) Property rights, language, culture, and local laws are the most important concerns.
D) Products sold in such markets are usually highly standardized.
E) Business buyers purchase goods to make or resell a product to others at a profit.
