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Brand equity can be built by linking the brand to sources, such as channels of
distribution as well as to
other brands.
Business-to-consumer telemarketing is increasing.
The buyer in a straight rebuy usually changes product specifications, prices, delivery
requirements, or other terms.
Secondary data are data freshly gathered for a specific purpose or for a specific research
project.
The lower price of generics is made possible by lower-cost labeling and packaging and
minimal advertising, and sometimes lower-quality ingredients.
Volkswagen's famed "Drivers Wanted" advertising campaign aimed at attracting active,
youthful people uses a transformational appeal as its creative strategy.
If Kellogg's offered different varieties of breakfast cereals in India as compared to
Australia, and also positioned its products differently in the two countries, then
Kellogg's would be engaging in dual adaptation.
Advertising and publicity play the most important roles in the conviction stage of buyer
readiness.
Mass merchandisers are usually high-markup, lower-volume stores.
For an employee at an organization, an annual appraisal can be considered a critical life
event that impacts his or her consumption behavior.
When Johnson & Johnson's ads popped up on brokers' Web sites whenever the stock
market fell by 100 points or more, it was an example of an interstitial.
Cocktail lounges in restaurants are examples of ________.
A) differential pricing
B) cultivating nonpeak demand
C) complementary services
D) reservation systems
E) shared services
In the modern customer-oriented organizational chart, which of the following is
considered to be at the top of the organizational pyramid?
A) sales
B) top management
C) front-line people
D) customers
E) middle management
A ________ is the company's estimated share of market demand at alternative levels of
company marketing effort in a given time period.
A) sales budget
B) market demand
C) company demand
D) company sales potential
E) market potential
Which of the following is most closely related with the organic growth of an
organization?
A) acquiring a product or service brand
B) entering new marketplaces
C) increasing the operational profitability
D) increasing productivity of employees
E) developing new products from within
When a firm looks for new users in groups that might use a product but do not already
use the product, the firm is using the ________ strategy.
A) new-market segment
B) market-penetration
C) geographical-expansion
D) product development
E) diversification
Justin conducts a survey on behalf of his firm, Komatsu. In the survey, he asks
prospects to rate Caterpillar and Komatsu branded tractors on their performance on
attributes that are important to the customer. In which step in the customer value
analysis is Justin engaged?
A) Examine how customers in a specific segment rate the company's performance
against a specific major competitor on an individual attribute or benefit basis.
B) Assess the quantitative importance of the different attributes and benefits.
C) Identify the major attributes and benefits customers value.
D) Monitor customer values over time.
E) Assess the company's and competitors' performances on the different customer
values against their rated importance.
The ________ market consists of schools, hospitals, nursing homes, prisons, and other
institutions that must provide goods and services to people in their care.
A) vertical
B) nonprofit
C) spot
D) secondary business
E) institutional
Finnish cellular phone giant Nokia customized its 6100 series mobile phone for every
major market in which it is present. In Asia, for example, the series came with higher
ring volume so that it could be heard on the crowded Asian streets. This is an example
of ________.
A) straight extension
B) forward invention
C) regional version
D) city version
E) country version
If a marketer uses warehouses, transportation companies, banks, and insurance
companies to facilitate transactions with potential buyers, the marketer is using a
________ channel.
A) service
B) distribution
C) communication
D) relationship
E) standardized
When Shen asks his client, "How much would you save if our company could help you
reduce errors by 80 percent?" he is asking a ________ question.
A) situation
B) speculation
C) problem
D) need-payoff
E) implication
A(n) ________ appeal is a creative strategy that elaborates on a nonproduct-related
benefit or image.
A) logical
B) transformational
C) reasonable
D) informational
E) rational
A salesperson who is contacting possible buyers by mail or phone to assess their level
of interest and financial capacity is in the ________ step of the selling process.
A) preapproach
B) prospecting
C) qualifying
D) following up
E) objection handling
In ________, a salesperson goes to the home of a host who has invited friends,
demonstrates the products, and takes orders.
A) catalog marketing
B) franchising
C) direct-response selling
D) network marketing
E) direct marketing
The catalog you receive from a large apparel store, displaying their new summer
collection, is an example of ________ marketing.
A) buzz
B) direct
C) virtual
D) word-of-mouth
E) interactive
What is the major difference between a conventional marketing channel and a vertical
marketing system (VMS)?
A) Elements in a conventional marketing channel act as separate businesses whereas
the elements in a VMS act as a unified system.
B) A VMS has many intermediaries whereas a conventional marketing channel has a
limited number of intermediaries.
C) A VMS is characterized by an independent producer whereas a conventional
marketing channel is characterized by multiple producers.
D) A conventional marketing channel has elements such as retailers and wholesalers
whereas these elements are not present in a VMS.
E) Producers have complete control over the other members in a conventional
marketing channel whereas this control is minimal in a VMS.
The ________ technique for stimulating creativity lists all the characteristics of an
object and then modifies each to try to arrive at a new idea.
A) reverse assumption analysis
B) lateral marketing
C) attribute listing
D) forced relationship
E) morphological analysis
One of the possible objectives of marketing communications is helping consumers
evaluate a brand's perceived ability to meet a currently relevant need. Which of the
following relevant brand needs is most likely emphasized by an advertisement for a
luxury car?
A) problem removal
B) sensory gratification
C) normal depletion
D) intellectual stimulation
E) problem avoidance
Abraham Maslow sought to explain why people are driven by particular needs at
particular times. Describe Maslow's hierarchy of needs. How does Maslow's theory
help marketers?
Increasingly, a key goal of marketing is to develop deep, enduring relationships with all
entities that directly or indirectly affect the success of the firm. Discuss the merits of
relationship marketing. From your experience as a consumer, describe the relationship
marketing efforts undertaken by a company of your choice.
Describe how the problem recognition process works in the five-stage model of the
consumer buying process.
Briefly describe the five main ways in which marketers can find relevant online
information on competitors' strengths and weaknesses.
Outline the steps involved in business unit strategic-planning process.
What is viral marketing? Please provide an example.
