Scotty wants to have his company’s products used in the construction of a new building.
The best time for Scotty to make a sales call is ______________.
A. When the RFP is released
B. When the architect releases the plans
C. When the builder breaks ground
D. When the customer defines the product specifications
E. When the customer meets with the architect
In proposing _______________, the marketing manager usually is convinced that a
strong price-quality relationship exists for the product.
A. Penetration pricing
B. Price skimming
C. Target ROI
D. Competitor-based pricing
E. Value pricing
XYZ Market Research is testing how customers react to a proposed advertising
campaign for Go Fast Sports Cars. The researchers scan consumers’ brains using an
fMRI machine while the consumers view a series of advertisements so that they can
monitor the blood flow in different areas of the brain. XYZ is using _______ to collect
the data needed to solve the research problem.
A. Mechanical observation
B. Mechanical devices
C. Behavioral measures
D. Surveys
E. Focus groups
____________________ is the best reason to use television media advertising.
A. Short shelf life
B. Appeals to multiple senses
C. Fleeting impressions
D. Benefit of din
E. Cost
The intended _____________ is the individual who is the target of the communication.
A. Sender
B. Receiver
C. Media
D. Message
E. Encoder
_____________ is the set of institutions and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners,
and society at large.
A. Business
B. Marketing
C. Management
D. Finance
E. Economics
The zone of defection describes the area where ______________ reside and are prone
to leaving a business and defect to competitors.
A. Slightly satisfied and satisfied customers
B. Extremely dissatisfied and somewhat dissatisfied customers
C. Customers who have one bad experience with the firm
D. Satisfaction is no longer an issue and customers become terrorists against the
company
E. None of these
There are at least two methods to build a list of potential suppliers once product
specifications have been outlined. One of the methods is to use the cumulative
experience of the company over time. The second method is to _______.
A. Buy a list from a list broker
B. Use supplier search websites like Thomas Global Register
C. Ask all salespeople to respond to the RFP
D. Create a list from the Yellow Pages
E. Go to several trade shows and find suitable suppliers
___________________ is an interactive marketing system that uses one or more
advertising media to affect a measurable response and/or transaction at any location.
A. Advertising
B. Sales promotion
C. Direct marketing
D. Public relations
E. Personal selling
Beliefs, once formed, are _______ to change.
A. Vulnerable
B. Likely
C. Resistant
D. Expected
E. Prone
An example of an “essential benefit” of a plane ticket is _______.
A. Getting the lowest price possible by shopping BOTS
B. Getting a person to buy from a particular airline
C. Getting a person from one place to another
D. Getting a person to think about the food, liquor, and baggage handling of the airline
E. Getting the person to buy based on unessential items in the product offering
______________________ is the last stage of the personal selling process.
A. Prospecting for customers
B. Handling customer objections
C. Following up with customers
D. Qualifying prospects
E. Opening the relationships
You are responsible for contingency planning for your company’s marketing plan. You
should create _______________ options.
A. Several
B. No
C. Expected case, best case, and worst case
D. Best of all
E. Worst of all
The manager of Big Brand Clothing wants to get a feel for what items consumers are
looking for this Christmas so that he can plan his orders. He decided to gather these
data by stationing employees outside the store on a particular Saturday with a list of
questions to ask willing shoppers to answer as they pass by. He is using a ____ method
to select respondents.
A. Probability sample
B. Random sample
C. Systematic sample
D. Nonprobability sample
E. Census
The innovation diffusion process __________.
A. Is how long it takes a product to move from introduction to growth
B. Is how long it takes a product to move from awareness to interest
C. Is how long it takes a product to move from trial to adoption
D. Is how long it takes a product to move from first purchase to last purchase
E. None of these
Customer relationship management (CRM) is designed to __________.
A. Assign a sales representative to a particular customer
B. Allow software to manage marketing
C. Facilitate higher levels of customer satisfaction
D. Identify the most profitable customers
E. Both facilitate higher levels of customer satisfaction and identify the most profitable
customers