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An integrated decision is effectively a separate assessment of whether to invest in
promoting the offer through one or more of the elements of the promotion mix.
Caesars has found that customers who are in the zone of indifference make the best
potential targets for their promotions. They respond and change from being indifferent
to becoming advocates.
When consumers purchase a product for the purpose of making a value decision in the
product adoption process, it is called the trial stage.
Communication is the process of exchanging information and conveying meaning from
one party to another.
Trade servicers often do not take orders from customers directly but persuade customers
to buy their firm's products from distributors or other suppliers.
Despite profound changes, retail remains a small, insignificant part of the supply chain
and consumer marketing.
Odd pricing can backfire if misapplied, specifically to service industries.
Maslow's hierarchy of needs theory suggests that individuals are interested in luxuries
even if their basic needs are not met.
The goal of institutional advertising is to increase purchase of a specific offering.
___________ would not be a good product for using gender segmentation.
A. Underwear
B. Perfume
C. Toothpaste
D. Cigars
E. Pregnancy tests
Generational shifts impact marketing in terms of human resources. Older and younger
generations may have _________________.
A. Different attitudes toward work life versus family life
B. Expectations about job satisfaction and rewards
C. Preferred modes of learning and working
D. All of these
E. None of these
From a customer's perspective, value is defined as ___________________.
A. Getting the cheapest price
B. Liking a product, no matter the price
C. Shopping at Walmart
D. Receiving the benefits for the burdens endured
E. Getting the best of the seller
_________ is a site's ability to tailor itself to different users or allow users to
personalize the site.
A. Communication
B. Customization
C. Community
D. Connections
E. Commerce
_____________________________ is not a component of a direct-mail piece.
A. Outside envelope
B. Sales collateral
C. Market space
D. Contact information
E. None of these is components
In the service-profit chain, customer loyalty leads to _________.
A. Revenue growth
B. Customer satisfaction
C. Profitability
D. Both Revenue growth and Profitability
E. Revenue growth, Customer satisfaction , and Profitability
Electronic data interchange (EDI) allows _________.
A. Companies to talk to each other daily
B. Customer computers to communicate directly with supplier computers
C. Computers to fulfill the buying center function
D. Computers to do complex product evaluation with limited human involvement
E. All of these
Because of its reputation for excellent flavor and increasing energy, NRG Beverages is
able to charge a price premium for its products. However, NRG must continue to
validate the reasons for this premium price to its customers. This is an example of
linking the ______ benefit of brand equity to marketing strategy.
A. Perceived quality
B. Brand image
C. Brand connections
D. Perceived bonuses
E. Brand loyalty
__________________ means that title transfer and freight paid on the goods being
shipped are based on the free on board location.
A. FOB pricing
B. Uniform delivered pricing
C. Zone pricing
D. Geographically driven pricing
E. None of these
______________ rely on personal evaluations by someone connected to the
salesperson's sales process, usually the immediate sales manager or a customer.
A. Subjective measures
B. Output measures
C. Objective measures
D. Input measures
E. Nonfinancial incentives
The __________ of performance and consumption of services heightens the role of
human service providers in the customer's experience.
A. Inseparability
B. Intangibility
C. Variability
D. Perishability
E. All of these
Bella is exposed to 2,500 messages daily. Since she cannot process, let alone retain, all
those messages, she focuses on what is relevant and eliminate what is not. What
psychological tool did she employ?
A. Selective attention
B. Selective distortion
C. Selective awareness
D. Selection retention
E. Selective hearing
When local government relationships are critical to the success of international
operations the best organizational structure for a firm would be __________.
A. Targeted organization
B. Global product lines
C. Geographic regions
D. Hybrid or matrix
E. Multinationals
The ____________ race and ethnicity market segment is not growing at a fast rate.
A. African-American
B. Hispanic
C. Asian-American
D. Caucasian
E. Catholic
Firms offer commission in order to ___________.
A. Motivate a high level of selling effort
B. Satisfy salespeople's security needs
C. Encourage sales success
D. Both motivate a high level of selling effort and encourage sales success
E. Both motivate a high level of selling effort and satisfy salespeople's security needs
__________________________ is a physical sample of the product that is given to
consumers.
A. Coupons
B. Rebates
C. Contests and sweepstakes
D. Point-of-purchase
E. Product sampling
When customers struggle to identify salient points of differentiation between a brand
and its competitors, the brand is suffering from _____________________.
A. Underpositioning
B. Doubtful positioning
C. Overpositioning
D. Confused positioning
E. No positioning
Ultimately, the marketing manager must rely on _________ in making the forecasting
decision.
A. A consultant's decision
B. Al the models proposed by all participants
C. His or her own judgment after reviewing multiple input sources
D. All of these
E. None of these
Josh notices the low-fuel light is on as he is driving home. Without any additional
information he stops at the local station on the way home to fill up. This is an example
of ________.
A. Low involvement
B. Limited information search
C. Extensive information search
D. Minimal information search
E. External information search
A minimal information search is when a consumer makes a purchase decision based on
very little information or investigation.
________ is consumer-to-consumer communication generated about a brand in the
marketplace.
A. Event sponsorship
B. Word-of-mouth communication
C. Buzz
D. Both word-of-mouth communication and buzz
E. Event sponsorship, word-of-mouth communication, and buzz
