Staples is a giant retailer that concentrates on selling office supplies. Staples is an
example of a(n) ________.
A) ambush marketer
B) supercenter
C) megamarketer
D) category killer
E) guerilla marketer
A well-known producer of breakfast cereals has decided to hire producers in different
countries so that the cereals marketed under their brand are locally produced in the
respective countries. This would not only appeal more to consumers who prefer
domestically produced goods, but would also create jobs in the host-country enhancing
the brand’s image further. This is an example of ________.
A) management contracting
B) franchising
C) greenfield venturing
D) contract manufacturing
E) straight extension
A company’s ________ includes all the experiences the customer will have on the way
to obtaining and using the offering.
A) value proposition
B) value delivery system
C) customer-value analysis
D) total customer benefit
E) total customer cost
While shopping at the mall, Jane was asked by one of the sales representatives at the
cosmetics counter to try out a new lipstick that her company was test marketing. The
company representative asks her how much she would be willing to pay for the lipstick.
After trying it out, Jane is of the opinion that $5 is just the right price for it. What type
of a reference price is Jane using?
A) usual discounted price
B) fair price
C) maximum retail price
D) last price paid
E) historical competitor price
If Ming was interested in capturing distribution metrics for her retail organization,
which of the following might she consider?
A) customer complaints
B) share of shelf
C) effective reach
D) trial rate
E) market share
Your firm has decided to enter the international market with your product called
“Trema,” a new pocket organizer that can also be used as a cell phone. While discussing
marketing plans, your CMO decides that no changes will be necessary in either the
marketing mix or the product for export. What form of marketing strategy is the CMO
advocating?
A) distributive marketing program
B) leveraged marketing program
C) adapted marketing program
D) engineering-driven marketing program
E) standardized marketing program
The two basic forms of points-of-parity are ________ points-of-parity and ________
points-of-parity.
A) conceptual; competitive
B) strategic; conceptual
C) category; deliverable
D) competitive; peculiar
E) category; competitive
Cisco had no presence in India before 2005, but it used a ________ approach and
already opened a second headquarters in Bangalore to take advantage of opportunities
in India and other locations such as Dubai.
A) direct investment
B) joint venture
C) contract manufacturing agreement
D) licensing agreement
E) franchising agreement
For a market challenger, attacking ________ is a high risk but potentially high payoff
strategy, which also allows it to distance itself from other challengers.
A) a firm of its own size
B) the market leader
C) a regional firm
D) an underfinanced firm
E) a poorly performing firm
When a bank takes loan requests over the phone and hand-delivers the money to the
customer, it becomes a ________ specialist.
A) geographic
B) job-shop
C) quality-price
D) channel
E) service
________ marketing aims to build mutually satisfying long-term collaboration with key
constituents, such as customers, employees, suppliers, distributors, and other marketing
partners, in order to earn and retain their business.
A) Integrated
B) Demand-based
C) Direct
D) Relationship
E) Internal
Which of the following is a form of cheating or undersupply relative to an implicit or
explicit contract which usually takes place when buyers cannot easily monitor supplier
performance?
A) institutional sale
B) business buying
C) opportunism
D) vertical integration
E) contractual transactionism
Sammy’s is a fast food chain that offers burgers, sandwiches, and shakes. It focuses its
marketing efforts on all the experiences the customers will have on the way to obtaining
their food order and eating it. Hence, Sammy’s is focusing its marketing efforts on its
________ system.
A) horizontal marketing
B) cost versus benefit
C) consumption
D) marketing channel
E) value delivery
Your firm has experienced a decline in sales over the last three quarters. You have
traced the problems to distribution inefficiencies. Which of the following should you
track to ensure that the firm’s distribution efficiency is maximized?
A) average sales per point of sale
B) sales from new products
C) trial rate
D) repurchase rate
E) new customer gains
Dumping occurs when a company ________.
A) entering a foreign market charges either less than its costs or less than it charges at
home
B) entering a foreign market charges more than the price in its home market
C) entering a foreign market charges prices that are lower than those charged by its
competitors in this market
D) sets its price equal to its average cost of production
E) exports its products to a foreign country to increase its revenue in spite of excess
demand in the home country
BRZ Shoes positions itself as a young, adventurous brand. Its logo and brand
communication try to give consumers a feeling of excitement and bravery. These ads
appeal to the ________ dimension of brand experience.
A) sensory
B) affective
C) behavioral
D) intellectual
E) social
A manufacturer offers its intermediaries an extra benefit for performing a promotional
activity. This is an example of the use of ________ power.
A) reward
B) coercive
C) functional
D) expert
E) referent
How do companies organize new product development?
Sally’s is a boutique bakery that specializes in cupcakes. Give one method by which
Sally’s can conduct low-cost marketing research.