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Situational factors used for industrial market segmentation include the customers
delivery speed needs and order size needs.
Packaging can be an important differentiator.
Loyalty programs are also known as facultative programs.
A broker assumes title risk and usually takes physical custody of products.
Search attributes for a product is high if its quality can be assessed before purchase.
Which of the following statements is true regarding advertising?
A) Advertising has limited reach.
B) Advertising has high cost per customer.
C) Advertising is usually used to build sales in the long term.
D) Effectiveness of advertising can be evaluated easily.
Which -of the following are the two possible responses to a questionnaire?
A) open-ended and segmented
B) open-ended and fixed
C) fixed and segmented
D) close-ended and fixed
New products falling under this category are also called as new-to-the-company
products.
A) classically innovative products
B) new category entries
C) line extensions
D) improved products
Marketing is pervasive in most developed economies due to:
A) large disposable income.
B) increased competition.
C) increased consumer awareness.
D) intense economic activity.
Identify the smallest consumer segment.
A) global dreamers
B) global citizens
C) antiglobals
D) global agnostics
Which of the following information is contained in a customer information file (CIF)?
A) description of competitors
B) contact history of the customers
C) rates charged by key suppliers
D) rules and regulations affecting the business of the organization
Which of the following types of qualitative research explores the reasoning behind
customer purchase behavior?
A) phenomenological research
B) exploratory research
C) clinical research
D) behavioral research
Which of the following is an advantage of franchising compared to company-owned
service distribution?
A) reduced financial risk
B) increased control on customer experience
C) increased brand value
D) increased standardization of services
________ appeals make either a direct or indirect claim of superiority against a targeted
or general class of competitors.
A) Feature/benefit
B) Competitive advantage
C) News
D) Product or service popularity
In a straight rebuy situation, the need for purchase occurs when:
A) the existing systems are to be updated.
B) a new technology is to be introduced.
C) inventory is low.
D) a service is to be outsourced.
Which of the following statements is true about price-oriented promotions?
A) Price promotions increase brand equity.
B) Frequent price promotions lead customers to be less price-sensitive.
C) Sampling is a type of price-oriented promotion.
D) The dominant form of price-oriented promotion is couponing.
A market structure analysis is used to better understand the:
A) competition.
B) customers.
C) employees.
D) social environment.
