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Vertical marketing occurs across industries, particularly where the needs and uses are
similar.
Internet is an example of a nonpersonal channel of communication.
Off-invoice allowances are payments to store chains for placing a product on a shelf.
One way to anticipate a competitors likely future strategies is to use a mathematical
approach called game theory.
It is much more difficult to control quality for manufactured products than for services.
The sales force method of forecasting is an example of a time-series method of
forecasting.
According to Everett Rogers, the first buyers of a new product are the early adopters.
A product form competition may set an industry standard for looking at competition and
market shares in a way that does not represent the true underlying competitive
dynamics.
Which of the following dimensions refers to the ability to perform the service
dependably and accurately?
A) reliability
B) responsiveness
C) assurance
D) empathy
Which of the following refers to a level of competition that includes any product,
related or unrelated, that could be viewed as substitutable in a budget?
A) product class competition
B) product form competition
C) budget competition
D) generic competition
A casual examination of which of the following secondary sources of information
shows that companies disclose a good deal of information about their new products,
areas of emphasis, job qualifications and standards, new plant or facility locations, and
other information?
A) annual reports
B) patent and trademark filings
C) general business and trade publications
D) help-wanted ads
Concept evaluation tests are used to:
A) reduce the concepts under consideration to a manageable number.
B) generate new product ideas.
C) refine the concept statements.
D) quantitatively assess demand for the concept.
________ consist of producing the product and getting potential customers to try it in
order to forecast demand.
A) Product use tests
B) Conjoint analysis
C) Cohort analysis
D) Concept generation tests
The selling organization tries to be in the ________ of as many customers as possible.
A) inert set
B) supplementary set
C) evoked set
D) complementary set
Which of the following marketing intermediaries is a business that assists in the
performance of distribution tasks other than buying, selling, and transferring title?
A) merchant middleman
B) jobber
C) retailer
D) facilitating agent
Canned tuna fish is most likely to have:
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.
In which purchasing decision should the supplier focus on maintaining a good
relationship with the customer and focus on timely deliveries at the expected quality
level?
A) straight rebuys
B) modified rebuys
C) new-task purchase
D) repetition purchase
Which of the following products/services is high in experience qualities?
A) restaurant meals
B) medical diagnosis
C) legal services
D) auto repair
Because more competition implies greater convergence on a standard price, a large
number of suppliers in a product category most likely results in:
A) narrower price bands.
B) increased price transparency.
C) broader price bands.
D) increase in the sales of the product.
Which of the following is the best example of generic competition in the coffee drip
machine category?
A) other brands of coffee drip machines
B) percolators and espresso machines
C) juicers and water purifiers
D) pots and pans
If we plot the traditional trade-off between richness and reach with reach plotted on the
X-axis and richness on the Y-axis, identify the channel of communication that would be
at the upper left of the line.
A) radio
B) personal selling
C) TV
D) magazine
List and briefly discuss the five categories of descriptor variables for industrial
marketing segmentation as described in the text.
What are the factors to be considered while allocating money between advertising and
promotion?
List and briefly describe the three major types of attributes used to describe products
and services.
Briefly describe any three specific pricing tactics discussed in the text.
What is referred to as loss aversion?
In the early 1980s Theodore Levitt, seeing dramatic improvements in
telecommunications, was the first person to call for a truly global approach to
marketing. The first company to pick up his ideas was London-based Saatchi & Saatchi,
an advertising agency. Discuss S&Ss rationale for global marketing.
List and briefly describe the components of the value chain that service companies can
use to attempt to differentiate themselves from the competition.
List and briefly describe the four customer types based on their levels of satisfaction
and loyalty.
Discuss how you would build strong brands over time.
List and briefly describe the most commonly-used methods for setting advertising
budgets.
