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Captive pricing is sometimes called complementary pricing.
In today's workplace everyone is involved in service in some way; everyone has
customers either outside or inside the firm, or both.
The goal of sales is not simply to make the sale but to create a strong value proposition
that will lead to a mutually beneficial long-term relationship.
If a firm chooses more than one segment to attack, it should approach them
sequentially, not all at the same time.
Occupation segmentation is very closely related to income segmentation, although the
two are not perfectly correlated.
The goal to inform is to impact customer perception of a product, especially in
comparison to competitor's products.
Sustainability refers to practices of socially responsible firms that incorporate doing
well by doing good.
Perception is a system to select, organize, and interpret information to create a useful,
informative picture of the world.
A variable pricing strategy makes planning and forecasting infinitely easier than the
alternative approach, one-price.
Firms that have an objective of utilizing pricing to communicate positioning use a
stability pricing.
The effectiveness and efficiency of promotional strategies are often tracked on the basis
of price fluctuations.
One big advantage unbranded products have over branded products is that customers
will infer a level of quality from the unbranded and give the customer a reason to buy.
Strategic marketing refers to the understanding of markets, competitors, and other
external forces as well as internal capabilities.
A promotional campaign attributes promotional expenditures to a particular creative
execution aimed at a particular product for the length of the product life cycle.
Bryan gets reduced fees for his daughter's piano lessons by maintaining her teacher's
website. Bryan is practicing the central tenet of marketing called ____________.
A. Value
B. Exchange
C. Growth
D. Sustainability
E. Barter
Positioning relies on the communication of one or more sources of value to customers
in a way that the customer can easily make the connection between ________.
A. The cost of the product and the quality
B. The way the 4Ps work with one another
C. The customer's needs and wants and what the product has to offer
D. The product and advertising
E. The salesperson and the customer at a personal level
Firms considering their positioning statements frequently use perceptual maps. The
simplest of these maps rank the firm on ____________ dimensions.
A. One
B. Two
C. Three
D. Four
E. Five
Jean Claude has just completed a new line of designer handbags. He wants the price to
communicate to the customer that the handbags are high quality, so he sets it high. He
knows that after this season, the price will lower. Jean Claude is using
_______________.
A. Penetration pricing
B. Price skimming
C. Target ROI
D. Competitor-based pricing
E. Value pricing
Prospecting for new customers is a _____________________.
A. Critical function in maintaining growth
B. Replacement for lead generation
C. Replacement for branding
D. Way to build trust
E. Tool to reinforce customer awareness
A push strategy usually relies on ____________ directed toward channel members.
A. Personal selling
B. Sales promotion
C. Advertising
D. Both personal selling and sales promotion
E. Personal selling, Sales promotion, and Advertising
XYZ tissues decided to change the shape of its tissue box from a cube into a sphere
because consumers thought the sphere was more visually pleasing. The change in shape
represents a(n) _____ change to packaging.
A. Usage promotion
B. Aesthetic
C. Communication
D. Harmony
E. Protection
A personnel leadership position implies that a company ________.
A. Has employees who are more talented than the competition
B. Has the lowest-cost employees
C. Has the highest-cost benefit package
D. Has the intent to hire employees already trained
E. Has systems to monitor employee benefits
Be careful with a __________________ strategy. Because price is a cue for developing
customer perceptions of product quality, the value proposition may be reduced if a low
price belies the product's actual quality attributes.
A. Penetration pricing
B. Price skimming
C. Target ROI
D. Competitor-based pricing
E. Value pricing
Kira is seeking out ______ because she is unfamiliar with the new computer she wants
to buy and needs reassurance from someone she can talk to about a product selection
before purchasing it.
A. Advice
B. Consumer reports
C. Market research
D. Information on the Internet
E. An opinion leader
Generally speaking, a new product will get ________ level of budget with respect to
communication than (as) established products.
A. A lower
B. The same
C. A mid
D. A higher
E. None of these
_______ segmentation focuses on why people buy what they buy.
A. Benefits sought
B. Usage rate
C. Demographic
D. Social class
E. Occasion
