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________________ occurs within a channel to better match quantities needed to space
constraints and inventory turnover requirements.
A.Reverse logistics
B.Disintermediation
C.Assortment creation
D.Breaking bulk
E.Accumulating bulk
The function of breaking bulk occurs within a channel to better match quantities needed
to space constraints and inventory turnover requirements. Breaking bulk could be
performed by different types of intermediaries.
The manager of Gina's Groceries wanted to see how customers would react to some
new displays. To collect this information, she posted employees where they could see
the display and had them record how long customers looked at it, whether they picked
up the item, and if they took the item with them. She is collecting _______ data to solve
her research problem.
A.Survey
B.Qualitative
C.Focus Group
D.Observational
E.Interview
Observational data are the behavioral patterns among the population of interest, and it is
possible to get a lot of insight about people by simply watching what they do in various
situations.
Amanda needs a media that gives a multiple sensory impact to demonstrate the
offerings of her new day spa. _______________ media would be her best choice.
A.Television
B.Newspaper
C.Billboard
D.Magazines
E.Transit
One of the advantages of using television as a medium of advertisement is that it
appeals to multiple senses.
Intermediaries engage in ________________ when they accumulate products from
several sources and then make those products available down the channel as a
convenient assortment for consumers.
A.Creating assortments
B.Reducing transactions
C.Reverse logistics
D.Facilitating functions
E.Disintermediation
Some intermediaries accumulate products from several sources and then create
convenient assortments of these products so that customers can easily understand the
different product features offered across product lines.
____________ is an advantage of store retailing.
A.Personal contact with product
B.Personal service
C.Immediate need fulfillment
D.None of the above
E.All of the above
Personal contact with product, personal service, and immediate need fulfillment are the
advantages offered by store retailing.
The buying process for B2B markets ___________ than B2C markets.
A.Is more complex
B.Is quicker
C.Has fewer people involved
D.Is more psychological in nature
E.All of the above
The B2B buying process has a longer time horizon and involves more people, making
the seller's job more challenging.
Through a _________________, retailers contract for varying degrees of exclusive
dealings with a particular wholesaler.
A.Franchise organization
B.Retailer cooperative
C.Wholesaler cooperative
D.Channel captains
E.Partner relationship management (PRM) strategies
Retailers contract for varying degrees of exclusive dealings with a particular wholesaler
through a wholesaler cooperative.
Customers being inundated with thousands of new products in a year and suppliers
being in the pursuit of the next best thing is highly relevant to which of the following
market realities identified by Wiersema?
A.Easy growth makes hard times
B.Innovation is universal
C.All secrets are open secrets
D.Customers have less time than ever
E.Information overwhelms and depreciates
Product life cycles are shorter and continuous innovation is expected. Today, innovation
is not optional; firms either innovate or perish.
_____________________ is NOT one of the common approaches to advertising
execution.
A.Humor
B.Musical
C.Horror
D.Animation
E.Fantasy
Common approaches to advertising include humor, musical, animation, and fantasy.
Horror is not listed.
______________ involves an explicit or implicit threat that a channel captain will
invoke negative consequences on a channel member if it does not comply with the
leader's request or expectations.
A.Coercive power
B.Reward power
C.Expert power
D.Referent power
E.Legitimate power
Coercive power involves an explicit or implicit threat that a channel captain will invoke
negative consequences on a channel member if it does not comply with the leader's
request or expectations.
When talking about new products, what does new mean?
A.New-to-the-world
B.Modification to existing products
C.Additions to product lines
D.Repositioning existing products
E.All of the above
Modification to existing products, additions to product lines, repositioning existing
products, and new-to-the-world products would be considered as new products.
A marketing manager using VALS¢ is interested in ____________ segmentation.
A.Geographic
B.Psychographic
C.Geodemographic
D.Demographic
E.Behavioral
A marketing manager using VALS¢ is interested in psychographic segmentation. VALS
¢ divides U.S. adults into eight groups that are determined both by primary motivation
and by resources.
List and define the 4 basic strategic decisions in defining a brand. Describe the options
along with their advantages and drawbacks available for each decision.
Address the difference between the consumer marketing and customer marketing
mindset.
Explain the fundamental differences between a push and a pull strategy. Which type is
usually used?
Stephen is developing a new website for the sports and recreation retailer he works at.
He is trying to figure out how to display prices. His company prides itself on
consistently selling prices below manufacturer suggested retail price and he would like
to indicate this on the website. What do you think Stephen should do?
What are the three generic business strategies?
What is a data warehouse? What is data mining?
George inherited his family business 30 years ago. The company makes shelving for
grocery and drug store chains. Three customers account for 85% of revenue. Recently,
one of the grocers went out of business and George is struggling to find a customer to
replace the lost revenue. His attitude towards marketing has always been that it is an
unnecessary expense. George has asked you to give him advice. How can you dissuade
him from the outdated ideas he has about this and other marketing misunderstandings?
Compare the two approaches to collecting primary data and when each type should be
used.
