The overall purpose of the marketing plan is to:
A) enable managers to stay in touch with key aspects of business environment.
B) act as a guideline when performing the final audit.
C) serve as the mandatory document to be produced when registering a business.
D) serve as the primary source of a company’s financial information.
Of all the trade promotions mentioned in the text, which of the following carries the
most risk to the company?
A) price-based promotion
B) product-based promotion
C) sales-based incentives
D) cooperative advertising
Which of the following is the dominant form of price-oriented promotions?
A) couponing
B) sweepstakes
C) rebates
D) contests
Which of the following types of quality results from an image or perception the
customer forms after the service encounter?
A) functional quality
B) experienced quality
C) technical quality
D) image quality
Which of the following tests is a laboratory test used for print ads?
A) inquiry test
B) recognition test
C) portfolio test
D) readability test
Which of the following best describes a group of present and potential customers
assigned to a salesperson?
A) a sales territory
B) a market segment
C) a market layout
D) a focus group
Which of the following statements is true regarding a sales organization?
A) A national sales manager usually heads the sales organization.
B) The largest part of the organization is made up of the regional sales managers.
C) Sales organizations are usually a part of marketing.
D) The different titles in a sales organization are as per the size of the geographic
territory covered.
________ is most often found when there are significant currency-exchange-rate or
price differences between countries that make it profitable to purchase goods in one
country and then import them into another for resale.
A) Reintermediation
B) Parallel importing
C) Disintermediation
D) Customized marketing
Patents and trademarks are valuable to products and services dimensions. Which
dimension of brand equity do they fall under?
A) brand associations
B) other brand assets
C) perceived quality
D) brand awareness
When customers cannot discriminate among products, they consider the products to be
similar, and the main determinant of which product is purchased is:
A) their quality.
B) product recall.
C) their USP.
D) their relative price.