A company that sells one product line to one end-using industry with customers in
many locations would use product or market structure for its salesforce.
At the PopSugar blog site, a team of bloggers tracks green consumer products for 5
million unique visitors per month.
Targeting refers to the process of deciding which customers will get scarce products
during product shortages.
San Francisco bakery Mission Pie benefited from sending tweet alerts about its events
on TreeHugger.com.
In this new communication environment, advertising is often the single most important
element of a marketing communications program for sales and building brand and
customer equity.
A person’s personality portrays the “whole person” interacting with his or her
environment.
Once a SWOT analysis has been completed, the strategic planner is ready to proceed to
the goal formulation stage of the strategic-planning process model.
A good example of a syndicated-service research firm is Nielsen Media Research.
A demand side strategy that can produce a better match between service demand and
supply is differential pricing.
Marketers have traditionally classified products on the basis of characteristics such as
durability, tangibility, and use.
If Apple wanted to generate or convert sales leads, it should focus on broader search
terms.
One of the selection criteria for creating a successful brand element is that it should be
protectable.
The available market is the set of consumers who have interest, income, and access to a
particular offer.
Greta is attempting to get as many orders as possible. Which direct marketing tool is
generally associated with the highest order response rate?
A) e-mail to an internal company list
B) direct mail to an internal company list
C) e-mail to a general list
D) direct mail to a general list
E) banner advertising on the company’s Web site
Which of the following is NOT a predicted direction for marketing in the coming years?
A) the demise of precision marketing and rise of mass marketing
B) the demise of the marketing department and the rise of holistic marketing
C) the demise of marketing intuition and the rise of marketing science
D) the demise of manual marketing and the rise of both automated and creative
marketing
E) the demise of free-spending marketing and the rise of ROI marketing
________ is an element of the marketing communications mix that involves
people-to-people oral, written, or electronic communications that relate to the merits or
experiences of purchasing or using products or services.
A) Personal selling
B) Sales promotion
C) Word-of-mouth marketing
D) Public relations
E) Advertising
When Coca-Cola determines the bottled-water competitors for its Dasani brand by
identifying the products or sets of products with which a brand competes and which
function as close substitutes, it is determining Dasani’s ________.
A) customer-focused value proposition
B) points-of-parity
C) points-of-difference
D) category membership
E) brand mantra
In increasingly fast-paced markets, price and technology are not enough. ________ is
the factor that will often give a company its competitive edge and is defined as the
totality of features that affect how a product looks, feels, and functions in terms of
customer requirements.
A) Conformance
B) Design
C) Performance
D) Reliability
E) Style
For a high school student, Tim is highly concerned about environmental issues. He is a
strong supporter of the garbage recycling and afforestation campaigns taken up by the
environmental activists in his neighborhood. He wants to become a full time volunteer
for their upcoming wildlife protection program and has even saved money to contribute
to the cause. This group of environmental activists can be categorized under which of
the following reference groups?
A) primary group
B) secondary group
C) aspirational group
D) dissociative group
E) cognitive group
In which of the following types of advertising timing patterns do exposures appear
evenly throughout a given period?
A) concentration
B) pulsing
C) flighting
D) continuity
E) frequency capping
A computer manufacturing company allows customers to place orders online, which
they can later pick up from a convenient retail location. Which of the following terms
best represents this practice?
A) channel integration
B) mass customization
C) online personalization
D) push strategy
E) internal marketing
________ sales force consists of manufacturers’ reps, sales agents, and brokers who
earn a commission based on sales.
A) Virtual
B) Domestic
C) Contingent
D) Contractual
E) Decentralized
Which of the following is NOT one of the four important contributions an effectively
trained company sales force can make to consumer marketing?
A) remind end-consumers about the product
B) increase stock position
C) build enthusiasm
D) conduct missionary selling
E) manage key accounts
BMW is ________ the customer experience when it offers 500 side-mirror
combinations, 1,300 front bumper combinations, and 9,000 center-console
combinations and provides new buyers a video link to watch their car being “born”
while waiting for delivery.
A) identifying
B) synthesizing
C) integrating
D) acknowledging
E) personalizing
When shopping for tires for your automobile, you notice that the manufacturer you
have selected has tires for your car priced low, average, and high, based upon
performance and features. This is an example of what type of product-mix pricing?
A) two-part pricing
B) product-line pricing
C) captive product pricing
D) market pricing skimming
E) price discrimination
The brand promise for ________ is “the product you buy is of highest esteem, based on
its timeliness, elegant design and the high quality, which is derived from the excellence
of our craftsmen.”
A) Hermés
B) Montblanc
C) Patrón
D) Sub-zero Refrigerators
E) Armani
Which of the following is most likely to be successful when introduced in foreign
markets as a straight extension?
A) laundry detergent
B) khaki pants
C) dessert mixes
D) digital camera
E) condensed soup
When sellers agree to provide free maintenance and repair services for a specified
period of time at a specified contract price, they are offering ________.
A) a complementary service
B) payment equity
C) a service blueprint
D) differential pricing
E) an extended warranty
A sales representative whose expertise is in unraveling customers’ problem is called
a(n) ________.
A) order taker
B) missionary
C) technician
D) solution vendor
E) demand creator
Which of the following is true about the buying center?
A) In a buying center, one person cannot play more than one role.
B) A typical buying center has a maximum of five or six members.
C) A buying center consists of only mid-level managers and below.
D) It is the decision-making unit of a buying organization.
E) Gatekeepers in a buying center are people who authorize the proposed actions of
deciders or buyers.
________ advertising aims to convince current purchasers that they made the right
choice.
A) Persuasive
B) Informational
C) Reinforcement
D) Reminder
E) Comparative
Sandy’s Stores is a small chain of grocery stores located in a few neighboring towns.
The stores have always been largely self-service, but the company is considering
making a switch to full-service stores. Offer one possible reason why this move is
justified.
Describe how advertising objectives are set to reflect the product class.
PepsiCo sold its cola syrup to Russia and agreed to buy Russian vodka at a certain rate
for sale in the United States for the next five years. What kind of a countertrade did
both the parties indulge in?
Describe the meaning and function of a brand audit.
Briefly describe the different types of pricing objectives.
What are the five elements of an offer strategy?