Throughout the lifecycle stages, consumers typically stick with the same products and
purchase decisions.
Direct mail is much more effective in B2B than B2C markets because reaching the
appropriate individual inside an organization is easier.
A service-centered perspective is very consistent with a customer-centric approach in
which people, processes, systems, and other resources are to be aligned to best serve
customers.
The sales force composite is considered to be a subjective approach of the sales
forecasting method.
Secondary data were collected for some other purpose than the problem currently being
considered, but has relevance to the current problem.
ChristianMingle, the Christian online dating service, uses an undifferentiated target
marketing approach.
A push strategy doesn’t mean a manufacturer would refrain from engaging in any
channel incentives, but rather that the incentives would likely be greatly reduced versus
a pull strategy.
A trade show is an industry- or company-sponsored event in which booths are set up for
the dissemination of information about offerings to members of a channel.
Mike and Judy find out they are going to have a baby and realize their Infiniti G coupe
has to be replaced with a more practical vehicle. They engage in a thorough information
search reviewing car magazines, soliciting opinions from friends and family, conducting
online research, reading Consumer Reports, and test-driving a number of new cars and
SUVs before making a final purchase decision. This is an example of extensive
information search.
Each of the top 20 U.S. advertisers operates in the B2B marketplace.
The business case analysis is an overall evaluation of a product and usually assesses the
product’s probability of success.
Several researchers define the website interface on seven dimensions, including
context, content, community, customization, communication, connection, and
commerce.
As models proliferate and market segmentation becomes more pronounced, companies
seek __________ distribution for their products.
A. Limited
B. Selective
C. Broader
D. Maximum
E. None of these
___________ is one of the most widely used measures of economic growth.
A. GNP
B. Purchasing power parity
C. GDP
D. GNI
E. Per capita income
B2B transactions have been growing at a phenomenal rate. Online B2B sales worldwide
is now in excess of ______________.
A. $100 million
B. $500 million
C. $1 billion
D. $1 trillion
E. None of these
Sabrina recently purchased a house and now she is feeling anxiety and doubts about her
purchase. This is also known as _______.
A. Post-purchase dissonance
B. Remorse
C. Buyer’s dilemma
D. Post-purchase remorse
E. Post-purchase stress
Lately the demand for building materials has dropped due to the slowdown in new
housing construction. Wood-O Corp., is thinking of closing its fine wood division that
produces mahogany and cherry lumber for building cabinets and other applications.
Most likely the fine wood division would be classified as a ____________.
A. Star
B. Cash Cow
C. Dog
D. Problem Child
E. Top Gun
The Czech Republic would be classified as being in the __________ stage of
development.
A. Traditional society
B. Preconditions for take-off
C. Take-off
D. Maturity
E. High mass consumption
If I need the most precise audience selection, ___________________ media are most
effective.
A. Television
B. Newspaper
C. Billboard
D. Magazine
E. All of these will work
Products that consumers purchase that are relatively low cost, purchased frequently, and
lacking some amount of interest by the customer are called __________.
A. Shopping goods
B. Convenience goods
C. Specialty goods
D. Unsought goods
E. Consenting goods
______________ results from contracts such as franchise agreements or other formal
agreements.
A. Coercive power
B. Reward power
C. Expert power
D. Referent power
E. Legitimate power
Malala, the marketing manager of an automobile dealership, is crafting a SWOT
analysis. She should include the downturn in the U.S. economy and tightening of the
credit markets in the ________ section.
A. Strengths
B. Threats
C. Opportunities
D. Strategies
E. Weaknesses
California Milk Advisory Board has been running national advertising on television.
The ad features “happy cows” and carries the tagline “Great cheese comes from happy
cows. Happy cows come from California.” The board developed a logo that is
prominently displayed in the ads, and presumably the expectation is that a consumer
would look for that logo on a wedge of cheese in the dairy case, selecting it over cheese
from elsewhere. This is an example of _________________ advertising.
A. Institutional
B. Product
C. Slice of life
D. Moral
E. Research-based
___________ often do not take orders from customers directly but persuade customers
to buy their firm’s product from distributors or other suppliers.
A. Technical sellers
B. Solutions servicers
C. Missionary salespeople
D. Trade servicers
E. Telemarketers
When New World Recycling does forecasting, it goes directly to customers and asks
them what their anticipated needs are for the coming time period. This method is known
as _________.
A. Sales force composite
B. Jury of executive opinion
C. User expectations
D. Delphi technique
E. None of these
Revenue Market Share (%) = Sales Revenue ($) divided by ___________.
A. Estimated Total Market Revenue
B. Estimated Total Market Profit
C. Estimated Total Market Unit Sales
D. Estimated Market Penetration
E. None of these
The U.S. dollar has strengthened against the euro and the yen. A discussion of this
would be included in the ________ section of the SWOT.
A. Strengths
B. Threats
C. Opportunities
D. Strategies
E. Weaknesses
Fernandez Brothers Inc., provides accounting services to small businesses. Before and
after tax season, the partners meet with each client company. It sends a monthly
newsletter to update clients with tax changes. The firm’s business practices revolve
around putting the customer at the center when developing services and practices.
Fernandez Brothers has adopted a ________________ approach.
A. Market orientation
B. Mass customization orientation
C. Differentiation orientation
D. Relationship orientation
E. Product orientation
______________ focus on the efforts of salespeople during the sales process.
A. Subjective measures
B. Output measures
C. Objective measures
D. Input measures
E. Nonfinancial incentives