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Most people are comfortable buying products over the phone.
Today many retailers create apps that customers can download to their smartphones or
tablets to keep up-to-date on the company's offerings. Most likely a description of this
would be in the ________ part of a marketing plan.
A. Economic situation
B. Natural factors
C. Technological factors
D. Bargaining power of suppliers
E. Marketing capabilities
Exponential smoothing is a type of moving average that, instead of weighting all
observations equally in generating the forecast, weights the most recent observations
__________.
A. Lightest
B. Multiplied by the frequency factor
C. Heaviest
D. Divided by the frequency factor
E. None of these
Bistrone corn canned soup was made expressly for the Japanese market by Coca-Cola
Japan. This is an example of ___________________.
A. Direct product extension
B. Product adaptation
C. Backward product adaptation
D. Product invention
E. Hybrid products
Promotion mix decisions are dependent on ___________________________.
A. The nature of the offering
B. The stage of the offering in the product life cycle
C. The price of the product
D. Both the nature of the offering and the stage of the offering in the product life cycle
E. All of these
Electra Electrical Motors has salespeople all over the United States. The company asks
each member of the sales team once a year to make a forecast of their expectations with
respect to what they plan to sell. This is known as the ____________.
A. Sales economy method
B. Make easy sales method
C. Composite commercial method
D. Sales force composite method
E. All of these
Small portable computers, powerful statistical software packages, and Internet-enabled
supply chain management systems are all examples of how _________ influences
marketing.
A. Knowledge
B. Information
C. Science
D. Technology
E. Training
Even though a national brand pain reliever and a store brand pain reliever both contain
the same amount of ibuprofen per capsule and are both gel coated, Joan chooses to
purchase the national brand because she thinks it will work better based on the brand
name alone. This is an example of the _______ benefit of brand equity for customers.
A. Perceived quality
B. Brand image
C. Brand connections
D. Perceived bonuses
E. Brand loyalty
Gillette sends out a free razor to induce switching from an older model. This is an
example of using _____________________ as the sales promotion approach.
A. Coupons
B. Premiums
C. Product sampling
D. Comparative parity method
E. Product placements
The relationship between consumer demand for products and demand for B2B products
is said to be _______________.
A. Upward sloping demand
B. Downward sloping demand
C. Derived demand
D. Equal demand
E. Inelastic demand
The budgeting method that relies on gross revenue is known as the ______________
method.
A. Per-unit
B. Objective-and-task
C. Percent-of-sales
D. Comparative-parity
E. All-you-can-afford
_____________ is a strategic approach to communicating the brand and company
message to targeted customers in ways that are clear, concise, and consistent and yet are
customizable as needed to maximize the impact on a particular audience.
A. Buzz marketing
B. Promotional campaign
C. Integrated marketing communications
D. Media buying
E. Sales promotion
Every marketing plan includes an implementation element. These are sometimes called
________.
A. Strategic plans
B. Marketing programs
C. Value propositions
D. Action plans
E. Marketing channels
A product line is a group of products linked through usage, customer profile, price
points, and distribution channels. Within a product line, strategies are developed for
________.
A. One product in the line at a time
B. All the different product lines taken together
C. A single product, but also for all products in the line
D. The top two products in the line and all the rest lumped together in one campaign
E. None of these
Amelie is the marketing manager at a café in Charleston, South Carolina. The
chef/owner is about to introduce a new dish and Amelie is planning on pricing the dish
low to begin, but slowly raising the price over time. Amelie is utilizing
_______________.
A. Penetration pricing
B. Price skimming
C. Target ROI
D. Competitor-based pricing
E. Value pricing
