“How does this problem affect your people’s productivity?” is an example of a(n)
________ question.
A) situation
B) implication
C) problem
D) need-payoff
E) challenge
Pricing cues such as sale signs and prices that end in 9 are more influential when
________.
A) customers have substantial knowledge about prices
B) customers purchase the particular item regularly
C) product quality is standardized
D) product designs vary over time
E) prices do not vary from time to time
Which of the following will most help service providers overcome the limitation of
intangibility of services when positioning itself?
A) using brand symbols
B) sharing services
C) working with larger groups
D) cultivating nonpeak demand
E) creating a service blueprint
The TelePizza chain, which operates in Europe and Latin America, has copied Domino’s
service model but maintains differentiation in terms of location. TelePizza is an
example of a(n) ________.
A) counterfeiter
B) adopter
C) cloner
D) imitator
E) adapter
The American Marketing Association defines a ________ as “a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods or services
of one seller or group of sellers and to differentiate them from those of competitors.”
A) copyright
B) trademark
C) slogan
D) brand
E) logo
An alternative to being a market follower in a large market is to be a leader in a small
market. This type of competitor is called a ________.
A) marketing king
B) market nicher
C) segment king
D) guerilla marketer
E) strategic clone
For which of the following product categories are consumers least likely to engage with
on social networks?
A) Purex laundry detergent
B) USA Today
C) Red Cross
D) Salvation Army
E) NBC News
An important force affecting business is the ________ movement, a movement of
citizens and government organized to strengthen the rights and powers of buyers in
relation to sellers.
A) human rights
B) consumerist
C) environmental
D) self-determination
E) materialistic
________ management is the art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and communicating
superior customer value.
A) Marketing
B) Knowledge
C) Operations
D) Strategic
E) Distribution
Companies that aim to ________ strive to be affordable luxuries.
A) survive in the market
B) partially recover their costs
C) maximize their market share
D) pursue value pricing
E) be product-quality leaders
The ________ market is the set of consumers with an adequate interest, income, and
access to a particular offer.
A) potential
B) available
C) target
D) penetrated
E) reserve
London Business School’s Tim Ambler believes the evaluation of marketing
performance can be split into two parts: ________.
A) long-term results and changes in brand equity
B) short-term results and changes in brand equity
C) long-term results and changes in consumer perceptions
D) short-term results and changes in profitability
E) changes in market share and changes in profitability
Once a firm decides to enter the international market, what is the next step in the
decision-making process?
A) deciding on the marketing organization
B) deciding on the marketing program
C) deciding how to enter the market
D) deciding how to adapt the product to the new market
E) deciding which markets to enter
In an attempt to improve the product, a company that manufactures screwdrivers
discusses the modification of each attribute, such as replacing the wooden handle with
plastic, providing torque power, adding different screw heads, and so on. This creativity
technique is called ________.
A) attribute listing
B) mind mapping
C) morphological analysis
D) lateral analysis
E) reverse analysis
When Johnson Controls reached beyond its climate control equipment and components
business to manage integrated facilities by offering products and services that optimize
energy use, it was said to be providing ________.
A) facilitating services
B) a primary service package
C) value-augmenting services
D) service contracts
E) service warranties
________ contribution lists the changes in income to other company products caused
by the introduction of a new product.
A) Supplementary
B) Dragalong
C) Gross
D) Cumulative
E) Net
Most retailers will put low prices on some items in order to increase traffic to the store.
These low-priced products are known as ________.
A) loss leaders
B) price ceilings
C) price skimmers
D) price floors
E) cold calls
________ refers to selling below cost with the intention of destroying competition.
A) Bid rigging
B) Loss-leader pricing
C) Predatory pricing
D) Price discrimination
E) Price penetration
Marketers have traditionally classified products on the basis of three characteristics:
________, tangibility, and use.
A) availability
B) affordability
C) aesthetics
D) durability
E) necessity
A Forrester study of 10,000 consumers of Amazon.com’s electronics and home and
garden products found that ________ percent found negative reviews helpful.
A) 20
B) 30
C) 40
D) 50
E) 60
Many products can be differentiated in terms of their ________, which is its size, shape,
or physical structure.
A) form
B) prototype
C) architecture
D) model
E) blueprint
Managers of ________ businesses concentrate on achieving high manufacturing
efficiency, low costs, and mass distribution.
A) selling-oriented
B) product-oriented
C) production-oriented
D) marketing-oriented
E) consumer-oriented
The average click-through in terms of the percentage of consumers who click on a link
for ________ is about 0.8 percent.
A) search engine optimization
B) pay-per-click ads
C) standard banner ads
D) microsites
E) rich media banner ads
Consumer surveys suggest that one of the most significant inhibitors of online shopping
is the absence of ________.
A) pleasurable experiences
B) competitive prices
C) adequate technical information
D) after-sales service
E) facilities to compare offerings