Germany has a very relaxed culture. If you make a business appointment for 10:00,
your German counterpart will not mind if you do not show up until 11:00.
When companies sell in other countries through limited direct contact or indirect
intermediaries they always consider themselves to be involved in foreign marketing.
The American Marketing Association defines marketing as “the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large.”
Marketing is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners,
and society at large.
The three customer brand roles are conveying information and educating and reassuring
the customer during the purchase decision.
Unresolved channel conflict will never result in an uncooperative and inefficient
channel, but it may impact end-user consumers through inferior products, spotty
inventory, and higher prices.
Of all the business fields, marketing is most visible to people outside the organization.
Peter Drucker stated that since it is the customer who defines value, the business
enterprise has only two business functions: marketing and innovation.
A great dashboard is comprised of the following elements except ________.
A. Communication
B. Tools
C. Goals and objectives
D. Predictive value
E. Efficiency
Companies sometimes pick a one-market strategy. This segmentation approach is called
________.
A. Mass approach
B. Undifferentiated target marketing
C. Differentiated strategy
D. Low-cost approach
E. Efficiency marketing
Tangibility refers to __________.
A. The service delivered with the product
B. The ability to create a combination of product and service
C. The physical aspect of a product
D. The value of the product in the market
E. None of these
A(n) ________________ represents all organizations involved in supplying a firm, the
members of its channels of distribution, and its end-user consumers and business users.
A. Physical distribution system
B. Supply chain
C. Supply chain management
D. Breaking bulk
E. Accumulating bulk
One part of a marketing plan should identify what to do if things go wrong. This section
is called ________.
A. Contingency planning
B. Strategic planning
C. Marketing metrics
D. Action plans
E. Marketing programs
The cognitive step of the AIDA model is __________________________.
A. Attention
B. Interest
C. Desire
D. Remembering action
E. Advertising
_______________________ is not a step in a direct marketing campaign.
A. Identify qualified target customers
B. Test the offer of the campaign
C. Specify direct marketing channels
D. Develop compensation plan
E. Analyze results of offer
All but the most accomplished global marketers rely on local distribution networks in
foreign markets. It is very expensive to build the company’s own distribution network.
This issue would be identified in the channel strategy of ___________.
A. Cost
B. Coverage
C. Character
D. Continuity
E. Control
The ____ is the source of the message.
A. Noise
B. Receiver
C. Sender
D. Feedback
E. Media
Intensive distribution is typically associated with low-cost ________________.
A. High-technology goods
B. Durable goods
C. Convenience goods
D. Impulse goods
E. Shopping goods
Any influence on the product and supplier choice is an organizational factor. The
primary organizational factor is _________.
A. Needs and desires of those involved
B. Opportunity for promotion of the buying center manager
C. Product specifications
D. Financial considerations
E. Risk tolerance
__________________ is(are) the most outsourced function(s) in marketing.
A. Advertising
B. Sales promotion
C. Public relations
D. Both advertising and public relations
E. None of these
The _____________ is thought of as an overarching system of formal and informal
relationships, within which the firm participates to procure, transform and enhance, and
ultimately supply its offerings in final form within a market space.
A. Value network
B. Virtual organization
C. Network organization
D. Value chain
E. Intermediary network
Form utility is ÂÂÂÂ________.
A. Marketing’s task in creating an offering that has value
B. Production’s task in creating an offering that has value
C. The firm’s task in deciding where to distribute the product
D. Both marketing’s task in creating an offering that has value and production’s task in
creating an offering that has value
E. Both marketing’s task in creating an offering that has value and the firm’s task in
deciding where to distribute the product
XYZ is a Cleveland-based wholesaler that retailers contract for varying degrees of
exclusive dealings with a particular wholesaler. XYZ is an example of a
________________.
A. Franchise organization
B. Retailer cooperative
C. Wholesaler cooperative
D. Channel captain
E. Partner relationship management (PRM) strategy