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Victorinox, maker of the Swiss Army knife, warrants its knives to be "free from defects
in material and workmanship for the entire life of the knife." These is an example of a
________.
A. Warranty
B. Product label
C. Service contract
D. Brand strategy
E. Communication device
When a customer cannot make a reasonable evaluation of the quality of a service even
after use, it is said that the service possesses ______________ attributes.
A. Experience
B. Credence
C. Search
D. Focused
E. None of these
Many firms think that ___________ is the final gauge of consumer acceptance of a new
product and ultimate measure of market potential.
A. The market analytic method
B. The market test (or test market)
C. The go-to-market strategic method
D. The post hoc market method
E. None of these
Don Peppers and Martha Rogers promote the idea of ____________.
A. Market orientation
B. Mass customization orientation
C. Differentiation orientation
D. One-to-one marketing orientation
E. Relationship orientation
One of the strategies of a service company is to take its intangible service and make it
__________.
A. More tangible
B. More like other companies in the industry
C. Less understandable
D. Look like a brand that people like
E. All of these
James is influenced by his work environment. He will likely _____.
A. Vacation at the same places as his coworkers
B. Avoid vacationing at the same places as his coworkers
C. Make different purchase decisions from his coworkers
D. Shop in different locations than those he works with
E. Wear clothes that set him apart from his coworkers
Business-to-business demand is said to be relatively inelastic. This means that
_________.
A. As the price increases, demand goes up
B. Changes in demand are not significantly affected by the price
C. As demand goes down, price goes down with it
D. Demand and supply are independent of each other
E. Supply and demand are highly correlated
Procter & Gamble wanted Crest Vivid White Toothpaste to stand out from competitor
brand toothpastes on store shelves so it created a standup package and used a
graphics-heavy box. This relates to the ______ objective of packaging.
A. Usage promotion
B. Aesthetic
C. Protection
D. Harmony
E. Communication
Commissions tied to sales volume or profitability, or bonuses for meeting or exceeding
specific performance targets, are examples of ___________________________.
A. Salary
B. Benefits
C. Intrinsic rewards
D. Output measures
E. Incentives
Apple ran a series of humorous television ads in which two guys stand side by side and
sling barbs back and forth about features of the Mac versus the PC. This is an example
of __________________________.
A. Pioneering advertising
B. Competitive advertising
C. Institutional advertising
D. Comparative advertising
E. Sales promotion
The third stage of the new-product development cycle is _________.
A. Define the product definition
B. Define the product opportunity
C. Define the total value proposition of the cycle
D. Define the trim and vigor of the new concept
E. Define the Google search potential for the new product
In order for Marketing (Big M) to succeed, it must be championed by __________.
A. The sales force
B. Top management
C. Top management and middle management
D. Frontline personnel
E. Everyone in the organization
The recent controversy over the age of Chinese Olympic gymnasts because of differing
ages on their passports and in government files exemplifies the difficulty with
secondary data _____ in global markets.
A. Extendibility
B. Accessibility
C. Dependability
D. Compatibility
E. Comparability
You Are Here, a personal navigation system company, has contracted its manufacturing
to a firm in Malaysia for five years. Now that You Are Here has explosive growth, it
wants to purchase the manufacturing facility. This market entry method is _________.
A. Direct sales force
B. Strategic alliance
C. Joint venture
D. Direct foreign investment
E. Licensing
Giovanni's Gems is a high-quality Italian leather goods store in Manhattan. Giovanni
runs an Internet site where people can buy his products and he will charge the same
delivery fee to any location within the 48 contiguous states. Giovanni utilizes
______________.
A. FOB pricing
B. Uniform delivered pricing
C. Zone pricing
D. Geographically driven pricing
E. None of these
Intermediaries engage in ________________ when they accumulate products from
several sources and then make those products available down the channel as a
convenient assortment for consumers.
A. Creating assortments
B. Reducing transactions
C. Transportation and storage functions
D. Facilitating functions
E. Disintermediation
Intangibility means _________.
A. A service cannot be seen, heard, tasted, or felt by a customer
B. You can carry a service out with you from the retailer
C. You cannot see the product or feel it
D. You can sense the service through the seven senses of the body
E. None of these
Reordering products that are used on a consistent basis is called a(n) ________.
A. Purchase
B. Order on demand
C. Two-bin inventory system
D. Modified order on demand
E. Straight rebuy
______ measures the average number of times a person in the target market is exposed
to the message.
A. Reach
B. Frequency
C. Relevancy
D. Impact
E. Noise
The world's largest company in 2013 was _____________.
A. ExxonMobil
B. Walmart
C. BP
D. Toyota
E. Royal Dutch Shell
