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To increase the effectiveness of e-mails, some researchers are employing "heat
mapping," which tracks eye movements with cameras to measure what people read on
the computer screen.
When it comes to social media, only some consumers want to engage with some
brands, and, even then, only some of the time.
Positioning is the act of designing the company's offering and image to occupy a
distinctive place in the minds of the target market.
Concentrated advertising is well suited for products with one selling season or related
holiday.
The marketing communications objective of "brand attitude" refers to helping
consumers evaluate the brand's perceived ability to meet a currently relevant need.
An anticipative marketer finds a stated need and fills it.
Everyone who buys a given product wants the same benefits from it.
Direct marketing has the ability to test different elements of an offer strategy under real
marketplace conditions.
Consumers' expectations result exclusively from past buying experiences.
Cocreation can help a company create favorable word of mouth.
Contrary to popular belief, it is not possible to maximize sales and profits
simultaneously.
The fixed amount in a salesperson's salary is primarily designed to stimulate and reward
efforts from salespeople.
Researchers should generalize findings from focus group participants to the whole
market.
Which of the following companies used the slogan, "The Power to Know®" to connect
with C-level executives in the largest companies?
A) Lincoln Electric
B) NetApp
C) SAS
D) Medline
E) Plexco
Field Grocery wants to learn the strengths and weaknesses in customer service at all the
Field Grocery stores. Which of the following methods can it use for this?
A) group buyers
B) buyer brokers
C) mystery shoppers
D) personal shoppers
E) buying agents
________ refer to the marketing communications element that involves
company-sponsored activities and programs designed to create daily or special
brand-related interactions with consumers.
A) Publicity campaigns
B) Trade promotions
C) Advertisements
D) Public relations
E) Events and experiences
Though it is sold only in Walmart stores, Walmart's Ol'Roy dog food has surpassed
Nestlé's Purina brand as the top-selling dog food. Ol'Roy is an example of a
________.
A) generic product
B) national brand
C) franchise
D) copy-cat brand
E) private label
Which of the following is true about buying centers?
A) One person may play multiple roles.
B) Several people can occupy the same role.
C) A buying center typically has five or six members.
D) A buying center can have dozens of members.
E) All of the above are true.
Exclusive dealing arrangements are mainly used by companies looking for an edge in
markets increasingly driven by ________.
A) price
B) efficiency
C) product variety
D) add-on services
E) spatial convenience
Cabot (Scenario)
Cabot, a large car manufacturer, has four popular car brands in different segments. It
has a manufacturing facility near Detroit, MI, where parts common to all the four
brands are manufactured. Other specific parts like the brake system, windshield, bonnet,
locks, and so on are manufactured in separate plants. Each make has its own product
manager and support staff. All product managers report to the CEO of the company.
The cost of land where a plant that manufactures common parts is set up falls under
________ costs.
A) traceable common
B) nontraceable common
C) variable
D) manufacturing
E) material
A ________ error occurs when the company dismisses a good idea.
A) probability
B) performance
C) double counting
D) DROP
E) GO
If you performed the role of the ________ in a buying center, you would be the person
that has the power to prevent sellers or information from reaching other members of the
buying center.
A) initiator
B) influencer
C) decider
D) gatekeeper
E) approver
A winning formula for many ________ brands is craftsmanship, heritage, authenticity,
and history, often critical to justifying a sometimes extravagant price.
A) design
B) nondurable
C) durable
D) ingredient
E) luxury
Which of the following statements is true of the two-step approach to mass
communications?
A) The influence of mass media on public opinion is more direct, powerful, and
automatic than marketers have supposed.
B) Communications through mass media bypasses opinion leaders and reaches the
individual buyers.
C) The two-step flow supports the notion that consumption styles are primarily
influenced by a "trickle-down" or "trickle-up" effect from mass media.
D) According to the two-step flow, people interact primarily within their own social
groups and acquire ideas from opinion leaders in their groups.
E) Two-step communication suggests that mass communicators should direct messages
to groups of buyers who interpret the message and act accordingly.
The approach to cost reduction that studies whether components can be redesigned or
standardized or made by cheaper methods of production without adversely impacting
product performance is termed as ________.
A) maintenance, repair, and operating (MRO)
B) product value analysis (PVA)
C) vendor managed inventories (VMI)
D) supplier performance management (SPM)
E) supplier added value effort (SAVE)
The ________ creativity technique begins with a thought that is written down, then
proceeds to develop other thoughts that are linked to the first thought, and finally a new
idea materializes by associating all of the thoughts.
A) mind mapping
B) contextual analysis
C) attribute listing
D) reverse assumption analysis
E) morphological analysis
Capital items are long-lasting goods that facilitate developing or managing the finished
product. They include two groups: installations and ________.
A) natural products
B) component materials
C) operating supplies
D) equipment
E) processed materials
Which of the following is the most accurate description of a value network?
A) a system of partnerships and alliances that a firm creates to source, augment, and
deliver its offerings
B) a system of organizations and resources involved in moving a product from supplier
to customer
C) an arrangement whereby an organization transforms inputs into finished goods
D) a network that allows an organization take the finished products to the end-users
E) a communication network that allows an organization to transfer information to
end-customers
Which of the following marketing communications tools is most effective at the later
stages of the buying process?
A) personal selling
B) public relations
C) advertising
D) sales promotions
E) direct marketing
A ________ is a "large social, economic, political, and technological change that is
slow to
form, and once in place, influences us for some time '” between seven and ten years, or
longer."
A) fad
B) fashion
C) trend
D) megatrend
E) style
Which of the following is the largest contributor to global warming, contributing almost
a quarter of the carbon dioxide in the environment?
A) transportation
B) industrial production facilities
C) electrical power plants
D) aerosol cans
E) rural cooking fires
Faith is a big fan of a popular musical group, so she created a place for other fans to
communicate with each other online. Faith created a ________.
A) forum
B) microblog
C) blog
D) social network
E) microsite
Which of the following is a best practice in business and marketing?
A) end-product orientation
B) reacting to competitors
C) vertical integration
D) stockholder driven
E) teamwork
Which of the following is a disadvantage of using Yellow Pages as an advertising
medium?
A) high competition
B) poor local market coverage
C) low believability
D) lack of adequate reach
E) high total costs
With the help of an example, explain why a company's competition may not be from
companies in the same category.
Describe the three strategies that are necessary for a market leader to accomplish to stay
on top.
Once a company decides to target a particular country, it must determine the best mode
of entry. Each of its market entry strategies involves more commitment, risk, control,
and profit potential. List these market entry strategies in order from low risk to high
risk.
Mal's father and grandfather ran Reynold's, a general store in the town of Bayswater.
When Mal inherited the store, the town was expanding rapidly and a number of
multinational franchisors showed interest in entering the town. Mal wants to turn
Reynold's into a franchise of Blue Sun, a fast-food chain. Why shouldn't Mal go the
franchise route?
What is the role of advertising as a communications tool in marketing for business
markets?
Marketers are involved in marketing 10 types of entities. List and briefly characterize
these entities.
What is a reference group? Describe three different types of reference groups that can
have an impact on a consumer's purchasing behavior.
Through market research a consumer gathers information about the competing brands
of a product and their features. The consumer then advances through four sets with
respect to brands before a decision is reached. What are those four sets?
Satisfying different consumer needs and wants can require different marketing
programs. Name the four cultural dimensions that differentiate countries, as identified
by Hofstede.
Differentiate between pure-click companies and brick-and-click companies.
