Market managers are staff people, with duties like those of a product manager.
Sales representatives who are paid mostly in commissions require more supervision
than other salespeople.
A global profile is essential for firms like Prada, Gucci, and Louis Vuitton to profitably
grow because the addressable market is small.
In competitive markets with low entry barriers, the optimal channel structure will
inevitably change over time.
Dominant brands offer sales promotion deals less frequently because most deals
subsidize only current users.
Members of Generation Y are generally open to overt branding practices and a “hard
sell,” making product placements in computer and video games a popular way to reach
this cohort.
When Chrysler decided to offer the PT Cruiser, they did so based on the
recommendations of Ernest Dichter, who helped them unlock the code, or the
unconscious meaning people give to a particular market offering.
Examples of manufacturer promotions include price cuts and feature advertising.
Perception depends only on the physical stimuli experienced by the person.
One of the ways to find relevant online information on competitors’ strengths and
weaknesses might be to frequent distributor or sales agent feedback sites.
In reality, it is very easy for firms to estimate their demand and cost functions.
Behavioral research is the most scientifically valid research.
The Coca-Cola Freestyle dispensing machine, which can dispense 125 sparkling and
still drinks that consumers can mix via a touchscreen allowing consumers to create a
beverage to suit their particular taste, is an example of permission marketing.
E&OE produces and markets its own brand of skincare products using herbal remedies
and natural ingredients through standalone stores as well as an online portal. E&OE is
a(n) ________ retailer.
A) off-price
B) specialty
C) discount
D) department
E) extreme value
Subway restaurants are positioned as offering healthy, great-tasting sandwiches.
________ positioning allows the brand to create a point-of-parity (POP) on taste and a
point-of-difference (POD) on health with respect to quick-serve restaurants such as
McDonald’s and Burger King and, at the same time, a POP on health and a POD on
taste with respect to health food restaurants and cafés.
A) Category-based
B) Need-based
C) Noncomparitive
D) Straddle
E) Price-quality
Appointing teams to manage customer-value-building processes and break down walls
between departments is part of which of the following shifts in business practices?
A) reengineering
B) outsourcing
C) benchmarking
D) supplier partnering
E) customer partnering
Companies can practice targeted marketing by using ________, which are records of
Web site usage stored on personal browsers.
A) plug-ins
B) black swans
C) cookies
D) trolls
E) honey-pots
The Marketing Funnel (Scenario)
Amy and Jack were loyal customers of GreenFoods, a local grocery store. However,
after a couple of incidents where they had to return products that were stale and out of
date, the couple decided to try out VeggiesNmore, a chain store that recently opened in
town. Both Amy and Jack must move through each stage in the marketing funnel before
becoming loyal customers.
Jack has shopped at VeggiesNmore. He was happy with the experience and thought that
this could be an alternative to GreenFoods. However, he is also eager to try out other
stores in the neighborhood. He is in the ________ stage of the marketing funnel as far
as shopping at VeggiesNmore is concerned.
A) aware
B) open to trial
C) most often used
D) nonrejecter
E) regular user
Amani, a company that manufactures cloth for suits, strives to be equal to Armani in
product design, brand name, and product packaging. This is an example of ________.
A) innovating
B) adapting
C) imitating
D) cloning
E) counterfeiting
From a marketing management perspective, there are three main sets of brand equity
drivers. Which of these drivers was most applicable when McDonald’s decided to use
the “golden arches” and Ronald McDonald as symbols of their brand?
A) the product and all accompanying marketing activities and supporting marketing
programs
B) the service and all accompanying marketing activities and programs
C) the initial choices for the brand elements or identities making up the brand
D) associations indirectly transferred to the brand by linking it to some other entity
E) the profitability associated with brand development
A brand ________ is the set of all brands and brand lines a particular firm offers for
sale to buyers in a particular category.
A) architecture
B) position
C) portfolio
D) extension
E) image
________ is the difference between the prospective customer’s evaluation of all benefits
and all costs of an offering and the perceived alternatives.
A) Perceived usefulness
B) Failure avoidance rate
C) Total customer benefit
D) Customer-perceived value
E) Competitors’ market share rate
In which of the following is a person performing the role of an approver?
A) Dan decides on the product requirements and makes the final choice of suppliers.
B) Luke has the authority to pick out the supplier and negotiate the terms of purchase.
C) Liam heads the Tech team at LKG and provides information for evaluating the
possible alternatives.
D) LKG gets many calls from potential suppliers, and it is Leah’s job to weed out the
good prospects and refer them to others in LKG.
E) Dana authorizes the actions of the deciders and buyers in LKG.
According to Patrick J. Robinson, the eight stages in the business buying-decision
process are known as ________.
A) buyphases
B) buybacks
C) buyouts
D) buyables
E) buyoffs
________ is the effect one person has on another’s attitude or purchase probability.
A) Sharing power
B) Collaborative power
C) Market influence
D) Brand power
E) Personal influence
The ________ is primarily responsible for strategic control.
A) line and staff management
B) marketing auditor
C) marketing controller
D) middle management
E) BAMT
A(n) ________ marketer discovers solutions customers did not ask for but to which
they
enthusiastically respond.
A) laidback
B) responsive
C) inexperienced
D) creative
E) anticipative
Electro Locomotors (EL) Inc. engages in the manufacture, distribution, and marketing
of custom vehicles in Brazil. Bono, a hybrid car brand that the company produces, is a
market leader in the hybrid vehicles segment. With the increased global focus on
nature-friendly vehicles and governmental subsidies for companies that manufacture
hybrid vehicles, competition has increased for flex-fuel cars like Bono. The heads of the
R&D team at EL are in a creative session to generate ideas for improvements to Bono.
They consider each part of the car and discuss the possibilities of improvements in each
of them. Identify the creativity technique used here.
A) attribute listing
B) forced relationship analysis
C) morphological analysis
D) reverse assumption analysis
E) mind mapping
A product’s purchase cost plus the discounted cost of maintenance and repair less the
discounted salvage value gives the ________ cost.
A) service warranty
B) out-of-pocket
C) life-cycle
D) facilitating services
E) value-augmentation
Costs that do not vary with production levels or sales revenue are known as ________
costs.
A) overhead
B) variable
C) average
D) opportunity
E) total
When Goodyear began selling its popular tire brands through Sears, Walmart, and
Discount Tire, independent dealers that sold the same tires at higher prices were angry.
This is an example of a(n) ________ conflict.
A) horizontal
B) vertical
C) intermediate
D) multichannel
E) parallel
If demand hardly changes with a small change in price, the demand is said to be
________.
A) strained
B) marginal
C) inelastic
D) flexible
E) unit elastic
Rock band Foo Fighters created a digital street team that sends targeted e-mail
messages to members who receive exclusive news, previews, and opportunities to win
prizes. The Foo Fighters are using ________ to reach Generation Y.
A) student ambassadors
B) unconventional sports
C) cool events
D) computer games
E) online buzz
Which of the following techniques was suggested by Freud to trace a person’s
motivations from the stated instrumental ones to the more terminal ones?
A) laddering
B) word association
C) role playing
D) casting
E) selective attention
________ consists of putting goods in boxes or trailers that are easy to transfer between
two transportation modes.
A) Containerization
B) Haulage
C) Inventory carrying
D) Order processing
E) Warehousing
An oil drilling company ordered a number of pumpjacks for its operations. The
pumpjack is an essential part of its operations and the company needs the equipment to
be operational at all times. How can the pumpjack manufacturer demonstrate its service
dependability?
Garolds Stores operates as a low price retailer. It offers home fashion products, such as
wall decor, frames, candles, bath and bedding products, furniture, home accents, and
kitchen products. The firm has showrooms and retail stores across United States.
Customers can buy products in three different ways: (1) they can place orders online
and have the products shipped to their homes; (2) they can buy directly from the
showrooms and retail outlets; or (3) they can place orders online and pick them up from
the nearest showroom. What are the benefits that Garolds Stores could achieve by using
various channels to sell to customers?
Briefly describe the macromodel of the marketing communications process.
What is a brand-positioning map?
When Yolanda went shopping, she paid a lot to buy a jacket that had a well-known
designer’s tag attached to it. After a few days, she came across a jacket which was
undistinguishable from the one she had bought but was priced 5 times lesser than the
earlier one. She didn’t give this a second thought because she was convinced that the
designer label she had bought was worth it. What can be deduced from this?