An understanding of the cost structure of the market provides marketing managers with:
A) an idea of how low some competitors can price.
B) the demographics of target markets.
C) the behavioral segmentation of target markets.
D) an accurate idea of customers’ willingness to pay.
Lansdale Semiconductor is considered as the “last iceman” manufacturing the 8080
computer chip. With this information, we can say that 8080 computer chip is in the
________ stage of the product life cycle.
A) introduction stage
B) growth stage
C) maturity stage
D) decline stage
Which of the following is one of the objections to global marketing perspective?
A) It increases the cost of the product.
B) It is difficult to implement.
C) It reduces profit margin of the product.
D) It requires systematic analysis of customers in each market.
According to the classification system for global organizational culture as developed by
Hofstede, which of the following dimensions indicates the extent to which less
powerful parties accept the existing distribution of power and the degree to which
adherence to formal channels is maintained?
A) power distance
B) uncertainty avoidance
C) ambiguity tolerance
D) long-term orientation
The growth strategy that allows the provision of a different class of service targeting a
different market segment, at new or existing locations is referred to as:
A) multisegment.
B) multiservice.
C) multisite.
D) multiattribute.
Giving the intermediaries incentives to carry and sell the product is most likely to be
known as ________ activities.
A) vertical
B) pull
C) horizontal
D) push
An important criterion for evaluating ________ is how often a retail promotion is run
when the channel members receive some kind of deal.
A) consumer-oriented promotions
B) trade promotions
C) the impact of advertising
D) public relations
Which of the following is a method of determining the size of the sales force needed
that assumes an average productivity level for each salesperson?
A) breakdown method
B) workload method
C) marginal economic method
D) breakout method
Which of the following is an example of a personal channel of communication?
A) newspapers
B) Internet
C) direct mail
D) sales force
Which of the following costs represent an initial cost for any customer?
A) development cost
B) membership cost
C) lifetime cost
D) acquisition cost
Because of the need for more detailed communications, industrial marketers are heavy
users of:
A) print media.
B) television.
C) radio.
D) banners.
Identify the category of promotions which include contests and sweepstakes.
A) price-oriented promotions
B) product-oriented promotions
C) special events
D) trade promotions
An organization focusing on the law firm segment purchases personal computers from a
company, bundles together special software designed for client management and law
firm accounting, and then sells the package as a turnkey system to customers. This
organization is an example of:
A) an original equipment manufacturer.
B) a manufacturing agent.
C) a value-added reseller.
D) a broker.
________ is the product for service companies.
A) Inbound logistics
B) Operations
C) Marketing
D) Sales
Identify the stage of the product life cycle where the focus should be on marketing
differentiation.
A) introduction
B) growth
C) maturity
D) decline