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Which of the following is characteristic of online social networks?
A) use of one-way communication techniques
B) negligible adoption rates
C) guaranteed positive results
D) easy methods to measure results
E) user-controlled content
A message showing a product's quality, economy, value, or performance is an example
of a(n) ________ appeal.
A) structural
B) rational
C) emotional
D) moral
E) standard
A(n) ________ is an unsolicited, unwanted commercial e-mail message that clogs up
e-mailboxes.
A) catalog
B) podcast
C) spam
D) tweet
E) blog
Which of the following is an example of a pure tangible good?
A) a laptop with a comprehensive warranty for three years
B) an online shoe retailer that provides free home delivery
C) an agency that offers free legal advice
D) a credit card
E) a bag of potato chips
Which of the following terms refer to customers who make repeat purchases and tell
others about their positive experiences with a product or service?
A) barnacles
B) customer evangelists
C) butterflies
D) surrogate customers
E) market mavens
________ involves charging higher prices on an everyday basis but running frequent
promotions to lower prices temporarily on selected items.
A) High-low pricing
B) Everyday low pricing
C) Cost-plus pricing
D) Break-even pricing
E) Penetration pricing
Uptown-Clean Crew is a company that provides house cleaning services in major urban
and suburban areas. Marketers at Uptown-Clean Crew developed a short, humorous
video promoting the company's services and posted it online. Soon the video was a rage
as customers who saw the video found it hilarious and they passed it on to their friends
and colleagues calling it the "Uptown comedy." Which form of marketing is illustrated
from this scenario?
A) affinity marketing
B) viral marketing
C) alliance marketing
D) multi-level marketing
E) ambush marketing
________ buy mostly from producers and sell to retailers and industrial consumers.
A) Warehouse clubs
B) Factory outlets
C) Wholesalers
D) Discount stores
E) Megaretailers
________ online marketing involves businesses selling goods and services online to
final consumers.
A) Business-to-consumer (B-to-C)
B) Consumer-to-consumer (C-to-C)
C) Government-to-business (G-to-B)
D) Consumer-to-business (C-to-B)
E) Business-to-business (B-to-B)
________ are ambassadors who share their passion for a company's products with large
circles of friends and acquaintances in return for insider knowledge and other rewards.
A) Leading adopters
B) Brand evangelists
C) Surrogate consumers
D) Market mavens
E) Innovators
The relationship between the consumer's expectations and the product's ________
determines whether the buyer is satisfied or dissatisfied with a purchase.
A) perceived performance
B) brand personality
C) market reach
D) consumer market
E) market share
Display media includes ________.
A) newspapers
B) magazines
C) television
D) company Web sites
E) billboards
Azure Air, an airline company, offers attractive prices to customers with tighter budgets.
A no-frills airline, it charges for all other additional services, such as baggage handling
and in-flight refreshments. Which of the following best describes Azure Air's pricing
method?
A) target profit pricing
B) good-value pricing
C) cost-based pricing
D) break-even pricing
E) penetration pricing
Johnson Business Solutions maintains one sales force for its copy machines and a
separate sales force for its computer systems. Johnson Business Solutions utilizes a(n)
________.
A) product sales force structure
B) customer sales force structure
C) territorial sales force structure
D) digital marketing system
E) geographical operations system
What is involved in pollution prevention? Give at least one example.
Describe and compare the three different categories of deceptive marketing practices.
Explain how Whole Foods is able to compete against Walmart.
Identify and describe the three product strategies a company entering a foreign market
can use.
Name and describe the principal decisions companies make regarding their individual
products and services.
Compare and contrast the four types of buying decision behavior exhibited by
consumers.
Briefly describe the eight steps in the business buying process.
Explain the different segmentation variables used in segmenting consumer markets.
