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Internet advertising ______________________.
A.Is decreasing in popularity
B.Costs are high relative to other advertising channels
C.Is more targeted
D.Is harder to measure
E.Is described by all of the above
Internet advertising is growing and there is no indication the demand is slowing. Costs
are still low relative to other advertising channels such as television, and, since it is
much more targeted and measured, advertisers appreciate the ability to know exactly
how well their dollars are working on the Internet.
The characterization of an offering as a solution refers to _____________________.
A.Product
B.Branding
C.Service
D.Pricing
E.Distribution
This statement implies that the company understands the customers' needs and wants
and has developed solutions for them.
The effort a firm makes towards cultivating a customer-centric culture requires a high
degree of __________________ within the firm. This means structure, processes, and
tools are developed to support the culture.
A.Professionalism
B.Creativity
C.Management
D.Formalization
E.Metrics
When a firm is making efforts to move towards a customer centric culture, it is essential
that the structure, processes and tools are formally established in support of the culture.
This refers to formalization within the firm.
Product testing done internally by engineers, product specialists, and other employees is
called as _________ testing.
A.Reliability
B.Alpha
C.Beta
D.Variability
E.Gamma
As the product's characteristics are being finalized, most of the testing is done internally
by engineers, product specialists, and other employees. This type of testing, called alpha
testing, helps clarify the basic operationalization of the product such as the physical
characteristics and features.
Many companies today pay their advertising agencies based on sales or market share
increase after a particular advertising campaign is executed. _________ is NOT a
reason for this.
A.Marketing is viewed internally as an investment
B.There has been an increased demand for marketing accountability by CEOs and
shareholders
C.Firms today are beginning to understand the importance of marketing metrics to
assess marketing performance
D.If it can't be measured, it can't be managed
E.Historically measurement of marketing activities has not been important and still is
not today
Appropriate and effective marketing metrics must be designed to identify, track,
evaluate, and provide key benchmarks for improvement just as various financial metrics
guide the financial management of the firm.
An individual watching an ad on the Major League Baseball World Series will act
differently whether watching the show at home alone or at a party with friends due to
differences in _____.
A.Physical surroundings
B.Lighting
C.Sounds
D.Distractions
E.Cultural values
People are profoundly affected by their physical surroundings and it has a great deal of
influence on reactions.
While moving out of the 1990's, McDonald's had tried (and failed) at so many diverse
new product launches in its restaurants that many customers lost track of what the core
of the brand was. This represents which positioning error?
A.Overpositioning
B.Underpositioning
C.Doubtful positioning
D.Confused positioning
E.None of the above
Confused positioning occurs when frequent changes and contradictory messages
confuse consumers regarding the positioning of the brand. In this example customers
lost track of what the core of McDonald's brand was. Hence, this represents confused
positioning.
Having a product whose value proposition is a well kept secret ________.
A.Is a good idea
B.Is not a good thing in marketing
C.Is a concept that uses subliminal messages
D.Is a superior concept used in targeting
E.Is a well accepted idea in market segmentation
Marketing managers want the right customers to clearly recognize their products'
value-adding capabilities. Having a product whose value proposition is a well-kept
secret is not a good thing in marketing.
___________ rewards are those controlled and given by people other than the
salesperson such as managers and customers.
A.Intrinsic
B.Bonus
C.Contest
D.Extrinsic
E.Subjective
A company bestows a variety of rewards on any given level of performance. Extrinsic
rewards are those controlled and given by people other than the salesperson such as
managers and customers.
Customer orientation must be understood by _____________.
A.The sales force
B.Top management
C.Top management and middle management
D.Frontline personnel
E.Everyone in the organization
Everyone in an organization, regardless of their position or title, must understand the
concept of customer orientation, which places the customer at the core of all aspects of
the enterprise.
When frozen-food sections of supermarkets are reset to accommodate new-product
entries and remove discontinued items, Stouffer reps are often trusted to help store
clerks reset the shelves and in many instances Stouffer's is given prime display space in
the freezer case. This indicates that Stouffer's enjoys ________ within the channel.
A.Coercive power
B.Reward power
C.Expert power
D.Referent power
E.Legitimate power
When a channel member is respected, admired, or revered based on one or more
attributes, that member enjoys referent power within the channel. In frozen foods,
Stouffer's commands a level of respect well above the competition and thus enjoys
referent power.
Costco and American Express joined together to offer a Costco-American Express card
that allows users to get rebates on their purchases at Costco while expanding the reach
of American Express to Costco members. This is an example of _______.
A.Family branding
B.Store Branding
C.Stand-alone branding
D.Co-branding
E.Licensing
Co-branding joins two or more well-known brands in a common product or takes two
brands and markets them in partnership. Co-branding provides the opportunity to
leverage the strengths of each brand to increase sales beyond what they could do
independently.
As the marketing manager of Big Wheel Motors, you notice an increased demand for
"green" cars that use less fossil fuel and emit fewer pollutants. The key focus of the
consumers who desire these cars is the ________.
A.Style
B.Cost
C.Natural world
D.Competition
E.Mileage
Two key issues related to the natural world are, scarcity of resources and pollution. A
green car that uses less fossil fuel and emits fewer pollutants takes care of both these
issues.
Unresolved channel conflict can result not only in an uncooperative and inefficient
channel, but it can also ultimately impact end-user consumers through
_______________.
A.Inferior products
B.Spotty inventory
C.Higher prices
D.A & B
E.A, B & C
Channel conflict occurs when channel members experience disagreements and their
relationships become strained or fall apart. Unresolved channel conflict can impact
end-user consumers through inferior products, spotty inventory, and higher prices.
All of the following techniques are used for geographic segmentation EXCEPT:
A.Region
B.Density of population
C.Size of population
D.Sensitivity of population
E.All of the above are used
Sensitivity does not refer to geographic segmentation. Some of the more popular
approaches to geographic segmentation within the United States are, by region, density
of population, size of population, growth in population, and climate.
