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Many companies now focus on departments as opposed to processes, because processes
can be a barrier to smooth performance.
"Pop-up" stores let retailers promote brands to seasonal shoppers for a limited time.
Safeway supermarket's scanner data shows that high-income people don't necessarily
buy the more expensive brands. This is an example of survey research.
Early buyers might be willing to pay for high-value-added channels, but later buyers
will switch to lower-cost channels.
The order-processing cost per unit increases with the number of units ordered because
the order costs are spread over more units.
Effective target marketing requires that marketers use market segmentation, market
targeting, and market positioning to achieve success in the marketplace.
Packaging includes the activities of designing and producing a container for a product.
The selling concept holds that consumers will favor those products that offer the most
quality, performance, or innovative features.
Companies who want to carry near-zero inventory should build for order, not for stock.
Risk and gain sharing can offset price reductions that customers request.
The Organization for Economic Cooperation & Development (OECD) cautions that
economic reforms have stagnated and ranks Russia as one of the most corrupt countries
in the world.
Category points-of-parity are unique to a brand.
Local marketing reflects a growing trend called macromarketing.
Operating management is most effective in controlling direct costs and traceable
common costs.
Holistic marketing focuses on the integration of value exploration, value creation, and
value delivery as a means to build long-term relationships with consumers.
A ________ is the sales limit approached by company demand as company marketing
effort increases relative to that of competitors.
A) sales budget
B) market demand
C) company demand
D) company sales potential
E) market potential
A(n) ________ puts people into a frame of mind, such as liking or disliking an object,
moving toward or away from it.
A) attitude
B) belief
C) feeling
D) position
E) stance
Which of the following is the most elementary pricing method?
A) value pricing
B) going-rate pricing
C) markup pricing
D) target-return pricing
E) perceived-value pricing
Marketing ________ are a structured way to disseminate the insights gleaned from the
two complementary approaches to measuring marketing productivity within the
organization.
A) metrics
B) decision support systems
C) dashboards
D) segments
E) mix models
Which of the following elements of the marketing communications mix includes a
variety of programs directed internally to employees of the company or externally to
consumers, other firms, the government, and media to promote or protect a company's
image or its individual product communications?
A) direct marketing
B) public relations and publicity
C) personal selling
D) advertising
E) sales promotion
The ________ of the product mix refers to the total number of items in the mix.
A) width
B) length
C) depth
D) breadth
E) range
In a modern customer-oriented organization chart, the ________ of an organization
immediately follow the customer segment.
A) top management
B) marketing department
C) middle management
D) frontline people
E) lower management
Consumers often choose and use brands that have a brand personality consistent with
how they see themselves, also known as the ________ self-concept.
A) actual
B) ideal
C) others'
D) prohibitive
E) suggestive
Richard Petty and John Cacioppo's ________ model, an influential model of attitude
formation and change, describes how consumers make evaluations in both low- and
high-involvement circumstances.
A) introspective
B) elaboration likelihood
C) stimulus-response
D) associative network memory
E) expectancy-value
Which of the following is an example of retailing?
A) Dylan's sends catalogs to retail, industrial, and institutional customers.
B) SEZ U Inc. sells a limited line of fast-moving goods to small retailers for cash.
C) BEL Inc. sells FMCG goods to merchant wholesalers and distributors.
D) Praxis International sells products to consumers directly through the Internet.
E) Hub Styles procures its raw materials directly from farmers in the region.
________ includes objections due to proposed contract completion time, quality of
goods and services offered, purchase volume, product safety, and responsibility for
financing, risk taking, promotion, and title.
A) Psychological resistance
B) Logical resistance
C) Price sensitivity
D) Relationship inertia
E) Reactance
Sapphire Toys actually sells more than toys. It also sells branded clothing, music CDs,
and books for children. This expansion of dealership sales offerings is an attempt to
increase the value of the customer base by ________.
A) reducing the rate of customer defection
B) increasing the longevity of the customer relationship
C) enhancing the growth potential of each customer through cross-selling
D) making low-profit customers more profitable
E) terminating low-profit customers
Today, the "mass market" is actually splintering into numerous segments, each with its
own wants, perceptions, preferences, and buying criteria. This implies that ________.
A) the traditional marketing approach would be the best approach to follow
B) the producers must consider themselves as a part of the value-chain process
C) the producers should focus on niche markets
D) all market segments are equally profitable
E) target market strategies are no longer effective
Angelo made the decision to outsource the software components of his consulting
company so he could focus on the company's ________, which are sources of
competitive advantage, make a contribution to perceived customer benefits, have
application in a wide variety of markets, and are difficult to imitate.
A) core competencies
B) infrastructure
C) market-sensing processes
D) fulfillment management processes
E) outbound logistics
Consumers often choose and use brands that have a brand personality consistent with
how they think others view them, also known as the ________ self-concept.
A) actual
B) others'
C) ideal
D) dual
E) perceptual
The company's marketing information system should be a mix of what managers think
they need, what managers really need, and ________.
A) what the marketing research department is able to do
B) what consumers are willing to consume
C) what the government policies allow
D) what is acceptable at the industry level
E) what is economically feasible
The most frequently cited shortcomings of current marketing plans, according to
marketing executives, are lack of realism, insufficient competitive analysis, and a
________ focus.
A) long-term
B) profit
C) short-run
D) product
E) price
When a company requires customers to pay today's price and all or part of any inflation
increase that takes place before delivery, it is known as ________.
A) special-customer pricing
B) an escalator clause
C) delayed quotation pricing
D) unbundling
E) time pricing
The typical approach to positioning is to inform consumers of a brand's category
membership before stating its point-of-________.
A) parity
B) difference
C) conflict
D) weakness
E) presence
As a marketing researcher of a firm, you plan to conduct behavioral research to develop
marketing insight. What procedure would you follow in this case?
Sally's is a boutique bakery that specializes in cupcakes. How can Sally's create image
differentiation to stand apart from its competitors?
Some WesternSlope Cleaning customers have long-term contracts for full-service
cleaning, while others call the company as and when they require a particular service.
The long-term customers have their queries handled by the company's customer service
representative. The rest of its customers are directed towards voice messages when they
want their inquiries to be processed. What strategy is the company adopting to achieve
marketing excellence?
What are the steps involved in marketing profitability analysis?
What is customer cloning and how is it used?
Greenfoods, a manufacturer of ready-to-eat foods, conducts over 60,000 customer
surveys each month through its retail outlets. What risk is Greenfoods likely to face by
putting out so many surveys each month?
