Screening tests are used to refine the concept statements.
Sales quotas are specific sales goals that salespeople are required to meet.
In a new task purchase situation, the current supplier is in an advantageous position.
The perceived complexity of the innovation is positively related to the success of an
innovation.
The strength of focus groups is their diagnostic power in that they can be used to get
detailed discussions of various aspects of the concept.
“Ceteris paribus” means “all else remaining equal.”
Marketing research budgets in industrial companies are usually higher than that in
consumer product companies.
A major problem marketing managers face with internal sources of information is
getting it in a useful format.
Charging different prices to different segments according to their price elasticity or
sensitivity is known as price discrimination.
Promotion typically takes the long-run view.
In the target costing approach to the product development process, the selling price is
determined at the end of the process.
In product-oriented promotions, giving away the product free is called sampling.
The target costing approach increases the likelihood that low-margin products will be
introduced.
In order to maintain the profit level of the product to the channel member and keep the
product on the shelves, the marketing manager uses ________ to compensate for the
decline in sales.
A) price-oriented promotions
B) product-oriented promotions
C) special events
D) horizontal promotions
Identify the objective of trade promotions.
A) Creating awareness about the product among the end consumers.
B) Identify the needs of final consumers.
C) Giving the intermediaries incentives to carry and sell the product.
D) Giving customers a reason to purchase the product.
Which of the following statements is true regarding the Japanese style of decision
making?
A) short-term selling cycle
B) lack of relationship building
C) involving more consensus
D) direct negotiating style
In the retail business, the reference price is often listed on the sales tag as the:
A) original price.
B) reduced price.
C) marked-down price.
D) sale price.
Identify the main advantage of the Web as an auction site.
A) the size of the audience
B) the ease of processing the order
C) the availability of different sites
D) the speed of access
In the case of NAIC codes, three digit codes define:
A) a product class.
B) an industry.
C) a product type.
D) product variants.
In cases where the individual brand name is associated with the corporate brand name,
it is known as:
A) ingredient brands.
B) corporate parent brands.
C) distinct product brands.
D) co-brands.
When a company uses “house of brands” strategy, the brands introduced by the
company are known as:
A) co-brands.
B) corporate parent brands.
C) ingredient brands.
D) distinct product brands.
Which of the following types of laboratory tests is implemented by counting the
number of syllables per 100 words, the length of sentences, and other structural aspects
of the copy?
A) consumer jury
B) portfolio test
C) theater test
D) readability test
Which of the following tests is most likely to be used for pretesting television
commercials?
A) readability test
B) theater test
C) inquiry test
D) recognition test
Which of the following types of variables characterizes the differences between people
in terms of income, age, occupation, education, and race?
A) geographic
B) demographic
C) psychographic
D) behavioral
Which of the following statements is true about the chasm in the chasm model?
A) It is the first small crack that appears in the chasm model.
B) It appears between pragmatists and conservatives.
C) It represents the problem of getting laggards to buy a product.
D) Pursuing a thematic niche is one of the approaches that can be used to cross the
chasm.
Customers who have purchased your product or service are familiar with its benefits.
Assuming that your customers enjoyed the consumption experience, there is often
potential left in the market from the current customers who could be persuaded to buy
more. You, as a marketing manager, should therefore prioritize:
A) market development strategy.
B) diversification strategy.
C) product development strategy.
D) market penetration strategy.
________ are situations in which the expectations of service quality were higher than
the realized quality.
A) Losses
B) Gains
C) Bargains
D) Attributions
A company typically uses ________ when an ingredient is used in or as part of another
companys products.
A) VARs
B) OEMs
C) APIs
D) SCMs
Regression analysis is an example of a:
A) counting method.
B) causal method.
C) time-series method.
D) judgment method.
Identify the strategy that allows customers to choose the option that best suits their level
of usage.
A) second market discounting
B) value pricing
C) periodic discounting
D) per-use pricing
Which of the following refers to multi channel distribution of products?
A) clicks and mortar
B) buzz marketing
C) organized retailing
D) viral distribution
Identify the selling situations where the salesperson is typically an order taker and the
customer initiates the sale and gives the order to the sales person.
A) response selling
B) trade selling
C) missionary selling
D) technical selling