Managers should buy the best, most advanced CRM package, and then try to change the
firm to fit the new technology.
One of the oldest forms of retailing, catalog retailing has started to lose its popularity as
two-income households often do not like shopping from home.
Exclusive dealing may be legal if the parties show exclusivity is essential for strategic
reasons, such as to maintain product image.
In evaluating a Web site, one of the key measures is its ‘stickiness,” which refers to the
length of time visitors remain at the site.
From information search to purchase, the Internet gives consumers greater access to
more choices and different product options.
The GE Business Screen portfolio model evaluates businesses on the dimensions of
market attractiveness and market share.
“The incredible edible egg” campaign is an example of product advertising.
Missionary salespeople often take orders from customers directly.
MSN and Yahoo control the majority of Internet ad placements.
A brand cannot be used to expand into new product categories.
Products being developed in the new product development process are often given code
names. During the test marketing process they still carry the code name until the
product is ready to be fully commercialized.
In-store retailing offers consumers the most payment options and is the only retailing
format that easily accommodates cash payment.
Office Depot has a number of direct relationships using EDI with thousands of
companies. This relationship is done through a concept called ____________.
A.Extranet
B.Intranet
C.Electronic impact analysis
D.Utility functionality
E.Quick response program
Many companies have set up direct links to approved suppliers to make the purchase
easier and move it closer to frontline decision makers. It is done through extranet.
Office Depot, for example, has a number of direct relationships using EDI with
thousands of companies.
An individual moves through stages before adopting a product. The interest stage is
characterized as ________.
A.The stage where customers find they have a passion for the product
B.Having the most significance in the new product adoption process
C.Where consumers seek out added information about a product for further evaluation
D.The stage where customers feel, see, and touch the product
E.The stage where the consumers come to know about the product
In the interest stage potential buyers seek out information to help them evaluate the
product for purchase.
With services, continual investment in training, retraining, and good management of
people are required if __________is to be consistently low.
A.Perishability
B.Intangibility
C.Inseparability
D.Variability
E.Scalability
Variability of a service means that because it can’t be separated from the provider, a
service’s quality can only be as good as that of the provider him-/herself. So in order to
reduce variability, continual investment in training, retraining, and good management of
people is required.
Segmenting means _________.
A.Dividing the market into meaningful smaller markets based on common
characteristics
B.Selecting the markets to attract in the market place
C.Selecting a corporate position to communicate to potential customers
D.Identifying and calculating the churn rate in different markets
E.None of the above
Segmenting means dividing the market into meaningful smaller markets based on
common characteristics. Once a segmentation approach is developed, marketing
managers engage in target marketing.
Marketers put people into groups known as ____________ based on how consumers
portray themselves socially on the Web.
A.Facebookers
B.Social Networkers
C.You Tubers
D.Net Nuts
E.Personas 2.0
“Personas 2.0.”classifies people in the groups based on how they portray themselves
socially on the Web. It aids marketers in the understanding of consumers’ relationship
with the Web community and company brands.
The CRM process cycle may be divided into _____ elements.
A.Four
B.Five
C.Eight
D.Ten
E.Twelve
The four elements of the CRM process cycle are (1) knowledge discovery, (2) market
planning, (3) customer interaction, and (4) analysis and refinement.
Colgate Palmolive reported fake Colgate toothpaste being shipped in phony packages in
the United States. It was not clear where the fake toothpaste originated, but Colgate and
other packaged goods companies took a number of steps to reduce counterfeit
packaging. Document Security Systems works with manufacturers to make their
packaging more secure. This is part of the _____ objective of packaging.
A.Harmony
B.Aesthetic
C.Communication
D.Protection
E.Usage Promotion
The package must protect the product and protect the customers from unauthorized
access to the product. Since the companies want to protect their customers from fake
goods, they are concerned with protection aspect of the packaging.
Many organizations are too small to have a national sales force to help discover
new-product ideas. For such companies ________ are a good source for new-product
ideas particularly when they are the primary link between the customer and the
company.
A.Distributors
B.Parts manufacturers
C.Logistics companies
D.Market research firms
E.Consumer forums
Distributors have good knowledge of the market as they often are a link between the
company and the customer.
Tyler’s event planning company hired a new marketing assistant. He says he is a “big
picture person”, not a detail-oriented person. Most likely, Tyler is about to find out that
the new assistant needs to be coached to ________________.
A.Stay flexible
B.Utilize input, but not to become paralyzed by information and analysis
C.Not underestimate the implementation part of the plan
D.Stay strategic but also stay on top of tactical
E.Give yourself and your people room to fail and try again
Both the strategic and tactical elements have to be right for the plan to be successful. So
the marketing assistant should look not only at the big picture but also at the details.
Retailers like Brookstone use loyalty programs to reward the best customers.
Brookstone customers earn points for ____________.
A.Signing into the website
B.Purchasing online
C.Referring new customers
D.Knowledge discovery
E.All of the above
Customer loyalty is the degree to which an individual will resist switching, or defecting,
from one offering to another. Online purchases by customers are indicative of high
satisfaction coupled with a high level of perceived value.
____________ is most likely NOT considered a customer touchpoint.
A.Point-of-sale systems
B.Follow-up calls
C.Records from direct selling
D.Customer complaints to call centers
E.Managerial assessment of customer loyalty
A touchpoint is where the selling firm touches the customer in some way, so that
information about the customer can be collected.
When baby boomers hear music that connects them with positive memories and the
product and brand that is being advertised, they reflect _____.
A.Conditioned learning
B.Operant conditioning
C.Cognitive learning
D.Emotional memory
E.Operant memory
When individuals, particularly baby boomers, hear the songs from 1960s and 1970s,
they connect the positive memory with the brand being advertised. This is conditioned
learning, by connecting the stimulus such as music with a response such as a positive
association with a particular brand.
___________ often do not take orders from customers directly but persuade customers
to buy their firm’s product from distributors or other suppliers.
A.Technical sellers
B.Solutions servicers
C.Missionary sales people
D.Trade servicers
E.Sales engineers
Missionary salespeople often do not take orders from customers directly but persuade
customers to buy their firm’s product from distributors or other suppliers.
Jerry’s firm has changed CRM packages three times in hopes of finding a workable
solution for the firm’s customer requirements. This CRM failure can best be described
as _____________.
A.No allowances for organizational change
B.Low level of employee buy-in
C.Flavor of the month club
D.Poor training
E.Business unit silos
Trying one CRM software package after another occurs under the pretense that no
system has been a good fit. To correct this, every user should be involved in
determining in advance what the key desired deliverables are from the CRM system.
A _____ appeal in promotional messaging is used to strike a chord with a target
customer’s sense of right and wrong.
A.Moral
B.Rational
C.Research based
D.Lifestyle
E.Mood
A moral appeal in promotional messaging is used to strike a chord with a target
customer’s sense of right and wrong.
CRM is a short hand way to refer to ________________.
A.Consumer Returns Management
B.Customer Ranking Measures
C.Chief Resource Marketer
D.Computer Resource Management
E.Customer Relationship Management
CRM (Customer Relationship Management) refers to a model for increasing revenue
and profits by focusing on customers.
Identify the six major external forces that affect marketing decisions and explain how
each one can affect marketing strategies. Give an example of each one in action.
What are the 4 direct marketing communication channels?
What is the rate at which a product is accepted called?
Which categories do 2/3s of all adopters fall into?
Describe how attention is translated into interest in a technical product. Give an
example of a company that has done this well.
Lucy is executive assistant to Doug Belden, the C.E.O, at Belden & Belden Office
Supply. Since Mr. Belden makes most final decisions in regards to purchasing decision,
Lucy is a key member of the buying center process. Recently Lucy has received
information from a new salesperson for one of their key suppliers, she is now deciding
whom to send the information to within the organization. What member of the buying
center process is Lucy? What member of the buying center process is the Mr. Belden?
In an administered VMS, who is the lead player, and what does it do?
Martin was recently promoted to manager a retail store. He is trying to find the best
ways to add value for customers. What are some things that Martin can do to add value?
What are companies doing to enable them to have customer service available by phone
24 hours a day?