Which of the following companies has a product-oriented business definition?
A) A luxury hotel, whose business definition is: “We sell out-of-the-world experiences
to our guests.”
B) A real estate company, whose business definition is: “We sell dreams.”
C) A cosmetic company, whose business definition is: “We offer hopes and
self-expression.”
D) A shoe manufacturer, whose business definition is: “We manufacture affordable and
long-lasting shoes for all.”
E) A high-technology company, whose business definition is: “We sell inspirations.”
In the United States, job growth currently is the weakest for ________.
A) white collar workers
B) manufacturing workers
C) salespeople
D) telecommuters
E) professional workers
Which of the following statements is true about personal communication channels?
A) A magazine advertisement exemplifies the use of a personal communication
channel.
B) All personal communication channels are directly controlled by a company.
C) Personal communication channels do not allow sending and receiving of feedback.
D) Word-of-mouth influence uses a personal communication channel.
E) A billboard message exemplifies the use of a personal communication channel.
Which of the following is true about the product sales force structure?
A) A product sales force structure is most appropriate for a company that manufactures
a small number of simple products.
B) In a product sales force structure, each salesperson is assigned to an exclusive
geographic area and sells the company’s full line of products or services to all
customers in that territory.
C) In a product sales force structure, salespersons specialize in only a particular product
line as the company produces numerous and complex products.
D) In a product sales force structure, a single salesperson can become an expert in all
product categories.
E) In a product sales force structure, specialization is highly discouraged.
At Fantastic Flavors, a large regional chain of candy stores, employees from marketing,
design, production, and finance work in cross-functional groups to save time and
money in the new product development process. Fantastic Flavors uses a ________
approach.
A) customer-centered new product development
B) sequential product development
C) team-based new product development
D) heuristic
E) functional
________ management calls for selecting, managing, and motivating individual channel
members and evaluating their performance over time.
A) Inventory
B) Marketing channel
C) Brand image
D) Customer experience
E) Brand content
Neighborhood shopping centers are also known as ________.
A) power centers
B) lifestyle centers
C) warehouse clubs
D) strip malls
E) regional shopping centers
In return for participating in Honda advertising and sales support programs, Honda
dealerships are rewarded with payments or price reductions, which are known as
________.
A) seasonal discounts
B) functional allowances
C) cash discounts
D) promotional allowances
E) trade-in allowances
An analysis conducted to determine what benefits target customers value and how they
rate the relative value of various competitors’ offers is known as ________.
A) customer lifetime value
B) customer value analysis
C) quantitative analysis
D) brand value proposition
E) benchmarking
Dove wanted to do more than just sell its beauty care products. The company was on a
quest to discover “real beauty” and help women be happy just the way they are. As a
result, the Dove Campaign for Real Beauty was successfully launched in 2004. Which
of the following types of marketing did Dove use?
A) sense-of-mission marketing
B) consumer-oriented marketing
C) customer-value marketing
D) innovative marketing
E) social marketing
________ play an important role in matching supply and demand by providing
consumers with a broad assortment of products in small quantities.
A) Virtual banks
B) Intermediaries
C) Price consultants
D) Uniform-delivery networks
E) Upstream partners
Specialty stores carry ________ with ________ within them.
A) only convenience products; shallow assortments
B) narrow product lines; deep assortments
C) narrow product lines; shallow assortments
D) wide product lines; shallow assortments
E) wide product lines; deep assortments
Which of the following statements is true of the selling concept?
A) It requires minimum promotion efforts.
B) It creates long-term, profitable customer relationships.
C) It takes an outside-in perspective.
D) It is typically practiced with unsought goods.
E) It follows the customer-centered sense-and-respond philosophy.
________ segmentation divides buyers into segments based on their knowledge,
attitudes, uses, or responses concerning a product.
A) Behavioral
B) Psychographic
C) Age and life cycle
D) Gender
E) Geographic
Fire Up makes fireproof clothing material and it licenses select stores around the world
to use its material to make finished products with the Fire Up logo. Which of the
following type of franchising is evident here?
A) manufacturer-sponsored retailer franchise system
B) manufacturer-sponsored wholesaler franchise system
C) service-firm-sponsored retailer franchise system
D) service-firm-sponsored equity strategic alliance
E) manufacturer-and-service-sponsored joint venture