Eye contact, steady breathing, smiling, and swaying are all examples of positive
nonverbal communication during a presentation.
A service is a product in the sense that it represents a bundle of benefits that can satisfy
customer wants and needs with physical forms.
A commission is a fixed sum of money paid at regular intervals.
Many organizations are beginning to consider their customers-both end users and
within a channel-as less important members of a value network.
McDonald’s fell victim to confused positioning with too many new products in the
1990s so that customers lost track of what the core brand was.
Professional services providers like doctors, lawyers, and accountants use their degrees
and designations to convey a level of trust to the purchaser. This is because a customer
cannot tell if the service is going to be good until after the service has been delivered.
Everyone in a target market falls into one of five groups based on their willingness to
try the innovation, including innovators, early adopters, early majority, late majority,
and laggards.
Sometimes a company can make a product that is too reliable. An example of this
would be a computer that cost a large premium over competition but would last for
years. The problem is that technology changes too rapidly so better, cheaper, and faster
models will come out and make the expensive, long-lasting model obsolete.
Entrepreneur magazine reports that ________________ remain the highest-potential
start-up and growth mechanism for small-business owners, and are an effective way to
expand a distribution channel quickly and efficiently.
A. Franchise organizations
B. Retailer cooperatives
C. Wholesaler cooperatives
D. Channel captains
E. Partner relationship management (PRM) strategies
Through the process of ________, the sender translates an idea to be communicated
into a symbolic message consisting of words, pictures, numbers, and gestures in
preparation for transmittal to a receiver.
A. Message transmission
B. Encoding
C. Decoding
D. Enhancing
E. Transferring
Sheila Smith, the marketing manager of Big Kid Toys, decided to collect and analyze
some secondary data before engaging in primary data collection to determine the types
of toys that are going to be in the biggest demand this Christmas. After only a few hours
she had found several good sources of information related to her problem. This
demonstrates the _________ advantage of secondary data.
A. Timeliness
B. Cost
C. Speed
D. Fit
E. Accuracy
Firms are sometimes reluctant to invest in great service, largely because ___________.
A. It is frustrating to change employees’ actions
B. It is difficult to have consumers be aware that they are receiving great service
C. It is difficult to sell Wall Street on the idea
D. It takes time and patience before a return on the investment is noticeable
E. None of these
Customer orientation must be understood by _____________.
A. The sales force
B. Top management
C. Top management and middle management
D. Frontline personnel
E. Everyone in the organization
As the marketing manager of Big Wheel Motors, you notice an increased demand for
“green” cars that use less fossil fuel and emit fewer pollutants. The key focus of the
consumers who desire these cars is the ________.
A. External environment
B. Cost
C. Natural world
D. Competition
E. Mileage
The most well established local distributors might already have relationships with
competitors. This problem for new market entrants would be identified in the channel
strategy of ___________.
A. Capital
B. Coverage
C. Character
D. Continuity
E. Control
The owner of Santos Lawn Service is looking to buy a new lawn tractor, a major
purchase and significant financial investment. The owner decides to purchase a Dixie
Chopper because of its reputation for dependability and excellent customer service.
This is an example of the _______ role the brand plays for customers.
A. Reassurance
B. Education
C. Communication
D. Invigoration
E. Benchmarking
The ______________ stage in the communication model provides opportunity for
two-way communication through which the receiver can communicate reactions back to
the sender.
A. Sender
B. Receiver
C. Noise
D. Feedback
E. Media
A channel of distribution consists of interdependent entities that are
___________________.
A. Aligned for the purpose of transferring possession of a product from producer to
consumer or business user
B. Aligned for the purpose of creating cost efficiencies only
C. Interconnected to perform manufacturing before a transporter takes the finished
product
D. Working together to develop new products
E. None of these
Generally speaking, the most dramatic increase in revenue occurs in the _________
phase of the PLC.
A. Introduction
B. Growth
C. Maturity
D. Saturation
E. Decline
The CEO of Big Wheel Automotive is concerned about declining sales. He has
identified his research problem as the fact that his competitors are drawing away his
business. He purchases access to J. D. Power’s automobile rankings to learn about
possible reasons for the shift in consumer purchasing. He is using _________ for
secondary data about his research problem.
A. Surveys
B. Market research organizations
C. Government sources
D. The library
E. Observation
Manufacturers of writable CDs are concerned that demand may drop as people turn to
the Cloud for data storage. CDs may be classified as a ________.
A. Star
B. Cash Cow
C. Dog
D. Problem Child
E. Top Gun
It is said that services are _________ rather than produced.
A. Separable
B. Intangible
C. Performed
D. Rationed
E. All of these
_____________ is not an extrinsic reward.
A. Pay
B. Security
C. Self-worth
D. Promotion
E. Recognition
____________ is an example of sales promotion to channel members.
A. Product sampling
B. Multiple-purchase offer
C. Product placement
D. Trade show
E. Loyalty program
MERCOSUR is a regional market zone in ________.
A. Asia
B. Africa
C. North America
D. The Mideast
E. South America
Customers expect _________ after the purchase decision. Not meeting the
expectation(s) is a primary reason for customer complaints.
A. Delivery, installation, and initial service of the product
B. Any training needed to operate the equipment correctly
C. The effective and efficient disposition of appropriate customer problems that arise
from the product purchase
D. Both delivery, installation, and initial service of the product and the effective and
efficient disposition of appropriate customer problems that arise from the product
purchase
E. Delivery, installation, and initial service of the product, any training needed to
operate the equipment correctly, and the effective and efficient disposition of
appropriate customer problems that arise from the product purchase
At the stage of ________, salespeople and customized direct and interactive marketing
enter the promotion mix. Messages are altered to influence customers to feel that they
simply can’t do without the item.
A. Attention
B. Interest
C. Desire
D. Decision
E. Action
The objective in the introduction phase of the product life cycle (PLC) is to
_______________.
A. Differentiate the product from those of new competitors, promoting rapid expansion
B. Transition the product from high growth to sales stability
C. Build market awareness for the product, leading to trial purchase
D. Determine the future of the product
E. All of these