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Identify the situation in which a channel will want deals for forward buying.
A) high promotional elasticity and high holding cost
B) high promotional elasticity and low holding cost
C) low promotional elasticity and high holding cost
D) low promotional elasticity and low holding cost
Which of the following statements is true regarding integrated marketing
communications (IMC)?
A) According to IMC, price should not be considered as a communication tool.
B) It uses different elements of the marketing mix to reach different targeting audience.
C) It uses different elements of the marketing mix during different stages of the product
life cycle.
D) It coordinates different elements of the marketing mix to prevent customer confusion
from conflicting messages.
Marketing plans should be written because:
A) it provides a concrete history of the product's strategies.
B) it is mandatory for a registered firm to have a written marketing plan.
C) it considers the external environment alone to make decisions.
D) written marketing plans can be distributed to all stakeholders.
With reference to the chasm model, the term conservatives refers to the:
A) innovators.
B) early majority.
C) late majority.
D) laggards.
Which of the following is an example of a straight rebuy?
A) frequently purchased routine purchases such as printer toner
B) upgrading the local intranet with new technologies
C) purchasing the first local intranet for a small business
D) routine purchases that have changed in some way such as air travel
With reference to the three basic stages of the advertising response process, inducing
trial for a product is an example of which of the following?
A) cognitive objectives
B) affective objectives
C) behavioral objectives
D) post-purchase objectives
According to the needs hierarchy theory, ________ needs are based on job security and
financial security.
A) physiological
B) safety
C) ego
D) social
Identify the phenomenon in which the conventional functional relationship assumed is
that unit costs are a decreasing function of accumulated experience, or production
volume.
A) the regression curve
B) the experience curve
C) the Chasm model
D) Parfitt-Collins model
Which of the following methods of forecasting sales is implemented by forming a jury
of experts from a diverse population?
A) executive opinion method
B) sales force method
C) delphi method
D) moving averages method
A SWOT analysis focuses on which of the following?
A) on your business only
B) on both your business and your competitors
C) on your competitors' businesses only
D) on the customers only
Which of the following best describes the high level of attention given to customers?
A) reliability
B) responsiveness
C) assurance
D) empathy
Which of the following types of quotas takes into consideration various activities such
as number of customers called on and number of demonstrations made?
A) profit based quota
B) combination quota
C) sales volume based quota
D) market based quota
Market testing is an example of this type of sales forecasting method.
A) judgement method
B) time-series method
C) counting method
D) causal method
Which of the following involves reviewing information provided by the company and
past sales reports about competition?
A) planning the sales call
B) filling out the call report
C) post-call analysis
D) communicating with the customer
Computed axial tomography services use a series of x-rays to make medical diagnosis.
Which of the following characteristics of services is absent in this example?
A) nonstandardization
B) inseparability
C) intangibility
D) difficulty of inventorying
Which of the following is not a key question raised in using the multiattribute model?
A) Which attributes do customers use to define a product?
B) How is the importance of weights determined?
C) How is it determined how much of each attribute a brand possesses?
D) What is the gross profit margin of the product?
Lifetime customer value is often described as the:
A) cost of customers switching to another brand.
B) present value of a stream of revenue that can be produced by a customer.
C) cost of acquiring the customer.
D) cost of retaining the customer.
Which of the following statements is true regarding a customer information file (CIF)?
A) It is considered as a key source of industry analysis.
B) It contains purchase history of customers.
C) It consists of a competitor database.
D) It consists of a supplier data base.
