One of the major functions of marketing research is monitoring current marketing
programs.
As high-tech products mature, the marketing strategies employed are very different
from those for other products in the mature or decline stage of the life cycle.
Unlike other service firms, professional services firms are not dependent upon the
quality of the employees.
Often variable costs are spread out over many years and sometimes different products.
Generic competition is inward orientated.
Having a great technology guarantees that a company will have many customers.
Ingredient branding is a special case of corporate parent branding.
The notion of developing different product features for different segments is
particularly appealing for manufactured products.
The minimarket test method is limited to ads for frequently purchased consumer goods
with sales objectives.
“Category killers” are large retailers selling products in a particular product category at
a discount.
The focus of retail promotions is on the retail store or chain rather than a specific brand.
Brand names separate from the corporate brand are known as corporate parent brands.
Marketing mix is a set of decisions regarding price, product, customer targets, and
competitor targets.
In technology-based markets, the marketing manager must understand who are the
different customers that will purchase the product at the introductory stage of the
product life cycle and who will purchase the product as it matures. Which of the
following types of customers will be the last to buy the product?
A) late majority
B) early majority
C) innovators
D) laggards
The stages of the family life cycle include all of the following except:
A) teens.
B) bachelors.
C) full nests.
D) empty nests.
Which of the following refers to the decision about which customer groups a company
will pursue for a particular brand or product line?
A) product segmentation
B) perpetual map
C) target marketing
D) market segmentation
In the ________ of forecasting, the marketing manager might simply rely on his or her
own opinion to predict sales, based on experience and other qualitative knowledge
gained from reading trade publications and talking to industry representatives at trade
shows.
A) executive opinion method
B) sales force method
C) delphi method
D) moving averages method
Which of the following statements is true regarding changes in the distribution channel?
A) Once the distribution channel system is designed, the basic structure remains
constant.
B) Innovation in distribution can create new marketing opportunities.
C) Distribution channels are not affected by structural changes to the industry.
D) Channel structures are independent of the changes in the environment.
Parsimony is important in industrial marketing because:
A) there are very few targetable segments in the market.
B) the industrial customers are well informed about the products.
C) the industrial products are expensive.
D) it is inefficient to pursue too many segments.
Successful communities on the Internet offer participants:
A) discounts on the price of the product.
B) a sense of place with codes of behavior.
C) free services for maintaining and repairing the product.
D) sample of the product before actually purchasing the product.
Which of the following types of needs describe the more tactical needs associated with
the primary perceptual benefit?
A) primary
B) secondary
C) tertiary
D) biological
Which of the following statements is true regarding an original equipment manufacturer
(OEM)?
A) OEMs sell a product on a stand alone basis to end customers.
B) Brand name is highly visible in OEM marketing.
C) A customer is usually not aware of the cost structure of an OEM.
D) Knowledge of technical aspects of the product is important for OEM marketing.
Skimming is also known as ________ pricing.
A) competitive
B) investment
C) penetration
D) prestige
Marketing is involved and necessary when:
A) the sellers have increased bargaining power.
B) the buyers have many choices.
C) there is no competition in the industry.
D) the market is monopolistic.
Which of the following statements is true regarding a field experiment?
A) It takes place in an artificial environment.
B) It has low external validity.
C) It has low internal validity.
D) The experimenter can control the environment easily.
Identify the correct statement about organizational marketing.
A) Industrial products are normally less complex than consumer products.
B) Industrial companies are more likely to be customer focused rather than product
focused.
C) Organizational marketing is also known as B-to-B marketing.
D) Most of the industrial marketers advertise on television.
Marketing research is most commonly used to:
A) develop a training program for the marketing manager.
B) create job descriptions for various roles in the marketing department.
C) determine the key responsibility areas for the marketing manager.
D) refine new product concepts.
________ is normally targeted toward a group of individuals collectively involved in
the purchase decision.
A) Consumer marketing
B) Organizational marketing
C) Market development
D) Market penetration
Craig is the CMO of Speedoconnect, an Internet Services Provider that has been
consistently losing market share for the past three quarters. Craig conducts a customer
analysis to understand the weaknesses in the companys service operations. Which of the
following groups is most critical in this customer analysis?
A) competitors customers
B) former customers
C) potential customers
D) current customers
Which of the following tests is a real-world measure?
A) readability test
B) theatre test
C) inquiry test
D) consumer jury
Loss aversion refers to:
A) a stronger reaction to negative experiences.
B) customers willingness to accept minor losses.
C) distortion of message when communicating with customers.
D) customers willingness to appreciate good service.