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Price promotions can dilute brand equity.
The members that participate in brainstorming sessions to generate new product ideas
are generally the customers.
FMCG products need more extensive information search than durable goods.
R&D and marketing personnel are often rewarded differently. In many companies,
marketing managers are rewarded for patents, improvements in technology, and the
number of new products developed. R&D personnel are rewarded on the basis of their
brands market shares..
Investment pricing implies that you can set a price that delivers the rate of return
demanded by senior management.
Loyal customers are often more price-insensitive than customers who need a price
inducement to switch or to become a new customer.
In the introductory phase, the growth rate and the size of the market are high.
Advertisements offer a fair amount of control over what you can say to potential
customers.
A group of closely related products offered by a company is called the product line.
One of the jobs of the marketing manager is to translate characteristics into product
benefits. This can be done using managerial judgment or marketing research.
Industrial and highly technical products and services are differentiated solely on the
basis of perception.
Offering off invoice allowance is an example of consumer-oriented promotion.
The first step of a market research program is to establish the problem to be addressed.
Increase in trialability of an innovation is positively related to its success.
New products can form the foundation for a complete turnaround of a companys
performance.
Which of the following approaches to collecting data is the most flexible?
A) personal interviews
B) telephone interviews
C) mail
D) Internet
Which of the following is a short-run objective of customer promotion?
A) awareness enhancement
B) image enhancement
C) induce retailers to display the brand
D) increased purchase by current customers
With respect to Internet behavior, a study found that the more ________, the more that
person tends to visit it and make purchases there.
A) the number of people who recommended the site to a person
B) a person uses the community features of a site
C) a person finds a site easy to navigate
D) a person finds a site visually appealing
When the channel member can enhance (or harm) the quality of the relationship
between the selling firm and the customer, the channel member is engaging in:
A) marketing research.
B) risk taking.
C) service.
D) relationship management.
Which of the following stages of the family life cycle best describes older married
couples whose children do not live with them, and the head(s) have retired?
A) Full nest I
B) Full nest II
C) Empty nest I
D) Empty nest II
Brand loyalty is a component of:
A) brand equity.
B) brand awareness.
C) perceived quality.
D) brand associations .
Socioeconomic status (SES) is often highly correlated with:
A) religion.
B) occupation.
C) gender.
D) personality.
Identify the stage of the product life cycle where distributors have more power in the
relationship with manufactures or service suppliers.
A) introduction stage
B) growth stage
C) maturity stage
D) decline stage
If category sales are fixed and marketing managers are interested in profit margins
rather than market share, companies are better off:
A) having low level of expenditure.
B) increasing consumer-oriented promotions.
C) increasing advertising.
D) increasing trade promotions.
Which of the following types of compensation scheme should be used when
management is more interested in long-term goals rather than simply selling as much
volume as possible?
A) a straight commission
B) a straight salary
C) a trade allowance
D) an incentive payment
Mass customization is also known as:
A) one-to-one marketing.
B) stealth marketing.
C) event marketing.
D) guerilla marketing.
Rebates are an example of ________ promotion.
A) trade
B) product-oriented
C) price-oriented
D) horizontal
________ involves having customers visualize a concept of relationship by integrating
two items in some mutual or reciprocal action.
A) Perceptual mapping
B) Market analysis
C) Interactive imagery
D) Conjoint analysis
Which of the following challenges is typically associated with target costing?
A) developing a superior product with unique product benefits
B) closing of the gap between the target and expected costs
C) incorporating market orientation in the development process
D) reducing the time it takes from concept generation to launch
Which of the following types of qualitative research elicits information related to how
customers use products in everyday life?
A) phenomenological research
B) exploratory research
C) clinical research
D) scientific research
Amway, Mary Kay, Tupperware, Avon, and many other product and service lines are
sold using ________ or network marketing distribution systems.
A) multilevel
B) lateral
C) horizontal
D) linear
A salespersons performance is positively correlated with:
A) job satisfaction.
B) marital status.
C) educational background.
D) personality type.
When the distribution system is characterized by the channel member purchasing and
therefore taking title to the products, it performs the:
A) financing function.
B) risk taking function.
C) service function.
D) relationship management function.
Every time you visit a Web site, information about you is collected by that and can be
ultimately used to target specific messages. Some of this information is collected by
what is called a:
A) javascript.
B) cache.
C) cookie.
D) html.
