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An example of a modified rebuy situation would be the purchase of paper clips for a
company.
Mass customization is also known as one-to-one marketing.
Sampling is less effective than coupons, advertising, and games or contests in helping
consumers evaluate products.
The largest part of a sales organization is made up of the regional sales managers.
Product form competition is the widest definition of competition.
The basic idea behind a CRM program is to assess the value of each customer in the
CIF to the firm and then develop standardized programs that appeal to most customers.
Market tests are diagnostic and are directed toward eliminating serious problems with
the product.
Share of wallet indicates the percentage of customers in group that were obtained at the
same time who are still customers.
The dollarmetric method is used in conjunction with survey based methods that create a
scale that puts survey responses in monetary terms.
Product positioning is an activity that takes the value proposition and puts it to work in
the marketplace by planting the competitive advantage in the minds of customers.
A customer, in determining what a product or service is worth, considers the cost of
producing the product or the service.
In a sampling context, universe means the entire population of the target group.
Intrinsic satisfaction is derived from rewards such as promotions, salary increases, and
sales contests.
The two major participants in a marketing communication process are the customers
and the competitors.
A rigid, departmentalized structure organized along functional groups is not likely to be
successful for new-product introductions.
________ is an approach to group creative thinking in which group members try to
generate a large number of diverse ideas without criticism from other members.
A) Idea screening
B) Brainstorming
C) Concept testing
D) Test marketing
After reaching the mature stage, 3Ms Scotch tape was extended through new dispensers
and the use of colored and waterproof varieties (varied usage). This is an example of:
A) skimming.
B) market penetration.
C) harvesting.
D) market development.
A product is high in search attributes. This means that:
A) the quality of the product can be assessed before purchase.
B) the quality of the product can be assessed only after purchase.
C) only experts can assess the quality of the product.
D) the quality of the product cannot be assessed even after the purchase.
Which of the following statements is true regarding the rugby approach to new product
development?
A) The team handling new product development is closely controlled by the top
management.
B) The new product development process is a linear process where different stages take
place sequentially.
C) Different teams of experts handle the product development during different stages of
the process.
D) Members of the development team stay in close touch with external market
conditions and continually learn from each other.
Which of the following statements is true regarding a convenience sample?
A) It is time consuming and is usually selected due to scientific reasons.
B) It is also known as random sample.
C) Some members of the population have a zero probability of being chosen.
D) In convenience sampling, the customers can self-select to return a survey.
Which of the following examples best represents product class competition in drip
coffee machine category?
A) other brands of coffee drip machines
B) percolators and espresso machines
C) juicers and water purifiers
D) pots and pans
Economists often use ________ as an indicator of substitutability.
A) cross-elasticity of demand
B) conjoint analysis
C) perceptual mapping
D) demand forecasting
Experienced quality of service is determined by:
A) an image the customer forms after the service encounter.
B) market communications and image of the company.
C) past experiences that the customer had with company.
D) word of mouth communication and customer needs.
Which of the following statements is true regarding the mature stage of high-tech
products?
A) customer knowledge is low
B) perceived brand differences are small
C) marketing tactics are promotion oriented
D) marketing tactics are not given priority
Identify the correct statement about market development strategy.
A) It is less riskier than market penetration strategy.
B) It is usually implemented in markets where growth rate is slowing.
C) It persuades current customers to buy more products.
D) It is cheaper than implementation of market penetration strategy.
Which of the following best describes the well-known psychological phenomenon
where customers talk more about negative experiences than positive experiences?
A) the chasm model
B) loss aversion
C) RATER model
D) SERVQUAL
Which of the following is typically characterized by people recruiting other people,
who recruit others, and so on, to sell the products?
A) mass marketing
B) horizontal marketing
C) multilevel marketing
D) customized marketing
Which of the following methods of determining the optimal sales force size is more
difficult to implement because it is difficult to know what the "marginal" salesperson
can generate in sales?
A) marginal breakdown method
B) marginal workload method
C) marginal economic method
D) marginal breakout method
With regard to price elasticity, if a products price is low to the point where there is
considerable value left for the customer (a good deal), an increase in price will:
A) decrease the market share of the product.
B) not have much impact.
C) decrease customer purchase.
D) increase brand equity.
Service quality is measured using:
A) engineering metrics.
B) survey instrument administered to customers.
C) physical metrices.
D) statistical tools.
With the help of which of the following, a marketing manager can assess competitors
core strategies ?
A) talking to the competitors employees
B) studying the competitors marketing communications
C) talking to the customers
D) studying the government data sources
Which of the following is the advantage of public relations?
A) the message originates from an unbiased source
B) the sponsoring company has full control of the message promoted
C) the message is almost always positive
D) the message is very unlikely to damage a companys reputation
________ capabilities allow marketers to potentially locate customers when they are
geographically proximate to a retail outlet.
A) Global positioning
B) Multimedia
C) Storage
D) Networking
