If a company were pursuing a policy of networking externally to gather marketing
intelligence, it might collect competitors’ ads or look up news stories about competitors.
Price is one of the two elements of the marketing mix that produces revenue.
A prime contractor provides a turnkey solution, so-called because the buyer only has to
turn one key to get the job done.
One of the key recommendations for managing Web site privacy “touch points” is
preventing human intrusion by using automation whenever possible.
Especially popular with such companies as Procter & Gamble, marketing-mix modeling
is used to allocate or reallocate expenditures.
During an economic downturn, the potential value and profitability of some target
consumers may change.
Encirclement attempts to capture a wide slice of territory by launching a grand
offensive on several fronts.
Wholesaling includes all the activities in selling goods or services to those who buy for
resale or business use.
Catalog marketing and telemarketing are examples of indirect marketing.
Crocs clogs, Elmo TMX doll, and Pokemon gifts and toys are examples of megatrends,
which are unpredictable, short-lived, and without social, economic, and political
significance.
If the Coolest Cooler introduced its cooler to the general market and developed
communications around the idea that it was going to develop awareness, interest,
evaluation, trial, and then adoption, it would be using the innovation-adoption model of
consumer responses.
Illustrations of personality segmentation would include culture-oriented,
sports-centered, or outdoor-oriented subsegments.
The quantity, rather than quality, of a marketer’s investment in brand building is the
critical factor in building brand equity.
Demands are wants for specific products backed by an ability to pay.
The business marketer normally deals with far fewer, large buyers than does the
consumer marketer.
Physical goods, services, and stores can be branded, but ideas and people cannot.
Research indicates that high-quality brands stretch farther than average-quality brands,
although both types of brands have boundaries.
Celebrities are likely to be effective when they are credible or personify a key product
attribute.
Secondary service features are the features that the customer himself or herself adds to
the service.
One of the problems facing business-to-business on the Web is that many firms often
impose more stringent requirements on their online business partners than they do on
non-online partners.
The aim of customer relationship management is to produce high customer ________.
A) integrity
B) loyalty
C) innovation
D) liability
E) equity
The ________ marketing sales system works by recruiting independent businesspeople
who act as distributors.
A) catalog
B) multilevel
C) direct-response
D) corporate
E) direct
Ideal ________ would exist if users could fix the product themselves with little cost in
money or time.
A) durability
B) reliability
C) style
D) design
E) reparability
Many consumers are willing to pay $100 for a perfume that contains $10 worth of scent
because the perfume is from a well-known brand. What kind of pricing is the company
depending on?
A) going-rate pricing
B) image pricing
C) market-skimming pricing
D) target pricing
E) markup pricing
Which of the following is an advantage of online research?
A) Samples are generally representative of the target population.
B) Members of online panels and communities tend to have low turnover.
C) Online research is relatively free of technological problems and inconsistencies.
D) People tend to be honest and thoughtful online.
E) Online research is slow but gathers detailed information.
Which of the following wholesaler functions reduces inventory costs and risks to
suppliers and customers?
A) selling and promoting
B) warehousing
C) transportation
D) market information
E) assortment building
The sale of turkeys in the United States is highest in mid- to late November, as people
buy turkeys to serve at Thanksgiving. Grocery stores that specifically advertise turkeys
at this time of year are segmenting on the basis of ________.
A) benefits
B) user status
C) buyer-readiness stage
D) demographics
E) occasion
As Kodak addresses the digital revolution taking over the photographic industry, it
wants customers to see it as a leader in digital photography. Thus, it is moving away
from the production of film roll cameras. This would be an example of which of the
following value creation steps?
A) abandoning current product lines
B) changing the corporate vision
C) repositioning the company’s brand identity
D) redoing the corporate logo
E) realigning core competencies
The ________ begins with sales representatives and dealers sending orders to the firms
and is followed by the sales department preparing invoices, and finally generating
shipping and billing documents which are then sent to various departments.
A) payroll system
B) market research process
C) human resources system
D) expense cycle
E) order-to-payment cycle
Which of the following is a step in the straight rebuy buyclass?
A) problem recognition
B) general need description
C) product specification
D) supplier search
E) proposal solicitation
Universal Services Inc. provides communication services to residential and business
customers in rural and small urban communities primarily in northern England. The
company offers services such as local and long distance voice, data, and Internet and
broadband product offerings. The company, in an attempt to increase the attractiveness
of its offerings, decides to provide special voice and data packages to its customers. The
company designs eight different packs that offer varying voice and data benefits to
customers. The company then asks a few of its customers to rank the packs in order to
choose two best packs. Which of the following testing methods is being used in this
scenario?
A) virtual reality testing
B) conjoint analysis
C) perceptual mapping
D) product fabrication
E) rapid prototyping
Which of the following is a defensive criterion for choosing brand elements?
A) adaptable
B) memorable
C) meaningful
D) likeable
E) significance
In most countries, ________ are the major buyers of goods and services. They typically
require suppliers to submit bids and often award the contract to the lowest bidder.
A) consumer packaged-goods companies
B) government organizations
C) health services vendors
D) educational institutions
E) households
Mothers-to-be are potential users who will turn into heavy users of infant products and
services. By targeting mothers-to-be as future heavy users, producers of these products
and services are segmenting consumers on the basis of ________.
A) attitude
B) buyer-readiness stage
C) loyalty status
D) user status
E) benefits
Which of the following is true about branding efforts at NetApp?
A) The company’s branding efforts were well organized in 2007.
B) Landor created a new identity, architecture, and tagline for it in 2008.
C) NetApp shows that business-to-business marketers do not need to worry about
branding.
D) Frankensites helped organize branding efforts.
E) New Web sites for NetApp did not affect sales leads from inquiries.
Which of the following relationships is characterized by much trust and commitment
leading to a true partnership?
A) mutually adaptive
B) collaborative
C) basic buying and selling
D) customer supply
E) cooperative systems
The sellers of ________ goods carry a wide assortment to satisfy individual tastes. They
must have well-trained salespeople to inform and advise customers.
A) unsought
B) specialty
C) convenience
D) heterogeneous shopping
E) generic
The John Deere brand might make someone think of a rugged, Midwestern male who is
hardworking and trustworthy, which the brand management folks would learn through
________ research.
A) brand personification
B) projective technique
C) visualization
D) laddering
E) Zaltman Metaphor Elicitation Technique
The purpose of strategic control is to ________.
A) examine whether the planned results are being achieved
B) examine where the company is making and losing money
C) evaluate and improve the spending efficiency and impact of marketing expenditures
D) examine whether the company is pursuing its best opportunities with respect to
markets, products, and channels
E) understand the efficiency of the sales force, advertising, sales promotion, and
distribution
Epic Inc., a firm that produces chairs for offices, uses comparative advertising to inform
consumers that its products offer the same features and quality as the competitor’s. This
is an example of a(n) ________ attack.
A) guerilla
B) frontal
C) encirclement
D) bypass
E) flank
Which of the following is true for franchisees?
A) The franchisee is paid by the franchisor to be part of the franchise system.
B) The franchisee licenses a trademark to the franchisor.
C) The franchisee must change its operations to suit those of the franchisor.
D) The franchisee collects royalty payments from the franchisor.
E) The franchisee owns the trade or service mark.
With respect to consumer decision making, the ________ set is the set of strong
contenders from which one will be chosen as a supplier of a good or service.
A) total
B) awareness
C) consideration
D) choice
E) decision
What are some of the reasons sales promotion expenditures might increase as a
percentage of budget expenditure?
Identify the four market segment groups based on brand loyalty status and list what a
company can learn from analyzing the degrees of brand loyalty.
As a marketing researcher of Matrix Private Limited you have been asked to forecast
the demand for your new range of body wash if a discount of 10 percent is offered on
each unit sold. Identify the research category into which this market research falls.
Randall Ringer and Michael Thibodeau see narrative branding as based on deep
metaphors that connect to people’s memories, associations, and stories. Briefly describe
their framework for a brand story.
What are the requirements for deciding on a positioning strategy?