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A customer is comparing two different cars advertised online. She isn't sure which will
be of higher quality. Then she notices that one brand is a Lexus while the other is a
brand she hasn't heard of before. In this case the Lexus brand provides _____ to the
consumer.
A. Identity
B. Equity
C. Warranty
D. Protection
E. Reassurance
______ measures the percentage of individuals in a defined target market who are
exposed to an ad during a specified time period.
A. Reach
B. Frequency
C. Relevancy
D. Impact
E. Noise
Offering credit cards to high school seniors is an example of ________ segmentation.
A. Income
B. Occupation
C. Education
D. Lifestyle
E. All of these
The _____________ is considered the single best promotional method for driving
customers to the Internet.
A. Media plan
B. Market space
C. Sales collateral
D. Catalog
E. List of prospects
Besides the standard auction approach where buyers bid for a seller's offering, _______
is now very common in which sellers bid prices to capture a buyer's business.
A. Price elasticity of demand
B. Stability pricing
C. Pricing tactics
D. Auction pricing
E. Reverse auction
_______________ uses(use) market-driving strategies.
A. Apple
B. Microsoft
C. Disney
D. None of these
E. Apple, Microsoft, and Disney
_____ refers to the overall layout, design, and aesthetic appeal of the site.
A. Community
B. Content
C. Commerce
D. Context
E. Customization
_______ are the stages of the consumer decision-making process.
A. Problem recognition, evaluation of alternatives, product choice decision
B. Problem recognition, evaluation of alternatives, product choice, evaluation
C. Evaluation of alternatives, product choice, evaluation
D. Evaluation of alternatives, information search, product choice
E. Problem recognition, search for information, evaluation of alternatives, product
choice decision, post-purchase evaluation
In an economy where the population has met basic needs and seeks to spend large
discretionary income on products that improve quality of life, the country is in the
______ stage of economic development.
A. Traditional society
B. Preconditions for take-off
C. Take-off
D. Maturity
E. High mass consumption
Many times customers provide ideas to salespeople, customer service representatives,
and other direct customer contact people in the firm. These type of inside people and
customers are generally good at generating ideas that are ________.
A. Game-changing products
B. Innovative leaps in design
C. Incremental changes to existing products
D. Challenging for R&D due to their aggressive nature
E. None of these
When targeted to members of a channel on which a firm relies to sell product,
_____________ is an important element of a push strategy.
A. Consumer advertising
B. Public relations
C. Personal selling
D. Sales promotion
E. Institutional advertising
