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A typical marketing planning horizon is five years.
Credence attributes refers to the characteristics where the quality cannot be determined
even after consumption.
Onstage contact points refer to contact points that are observable to the customer.
Organizational marketing normally targets an individual.
During background assessment stage of a marketing plan, the manager analyzes the
current competitive, customer, and category situation and determines how the firms
capabilities match these three external elements.
A jobber is a middleman who buys from manufacturers and sells to retailers.
Sales increases from customer-oriented promotions reflect accelerated purchases by
loyal buyers rather than new sales volume from brand switchers.
Which of the following is an example of a trade barrier?
A) credit
B) quota
C) inflation
D) quote
Often, individual brand names are separate and distinct from the corporate brand. For
example, Crest is not marketed with the Proctor & Gamble name. These brands are
known as:
A) distinct product brands.
B) umbrella brands.
C) ingredient brands.
D) co-brands.
Which of the following is one of the typical problems associated with multilevel
marketing?
A) Customers are reluctant to buy products which use multilevel marketing.
B) Multilevel marketing raises the cost of the product for the end customer.
C) The amount of sales that actually occur is far less than that promised.
D) Multilevel marketing is considered illegal in many countries.
Which of the following is an example of external change?
A) an automation decision
B) employee strike
C) change in customer preferences
D) change in employees attitude
Measuring the dilation of a persons pupil to measure attention to an advertisement is a
technique used in:
A) informal research.
B) clinical research.
C) descriptive research.
D) observational research.
Which of the following is the most important problem associated with a panel?
A) panel dropout
B) under representation of the underlying population
C) panel conditioning
D) changes in the attitudes and preferences of the panel members
In game theory, ________ is a graphic depiction of the rewards or costs to each player
for each possible combination of strategies.
A) communication matrix
B) responsibility matrix
C) payoff matrix
D) perceptual matrix
Identify the consumer segment that are highly interested in global brands and are less
concerned about the companies social responsibility.
A) global dreamers
B) global citizens
C) antiglobals
D) global agnostics
Which of the following statements supports the sales driven approach to the
marketplace?
A) Profit maximization is the ultimate motive of a business.
B) A superior product can drive the sales in a company.
C) Market capitalization is the ultimate motive of a business.
D) Sales and profit maximization are dependent on customer value.
Which of the following describes the main disadvantage of a focus group ?
A) The small sample size makes it inaccurate for projection purposes.
B) Focus groups is a very expensive research method.
C) Focus groups is a very time consuming research method.
D) It is difficult to effectively convey a concept during a focus group discussion.
Which of the following is the key difference between traditional value chain and the
new versions of the value chain?
A) The value chain starts with the customer in the new perspective.
B) Customer needs are ignored in traditional value chain.
C) Traditional versions are not focused on core competencies and assets.
D) Outbound marketing chain is used in the new perspective.
Which of the following is an example of a psychographic variable?
A) religion
B) lifestyle
C) social class
D) density
