CRM stands for _________________.
A. Consumer retention management
B. Customer related metrics
C. Customer relationship management
D. Consumer rights monitor
E. Customer retention management
Channel intermediaries enhance utilities by providing a wide array of specific functions
including ________________.
A. Physical distribution functions
B. Transaction and communication functions
C. Facilitating functions
D. Both physical distribution functions and transaction and communication functions
E. Physical distribution functions, Transaction and communication functions, and
Facilitating functions
The most fundamental criterion in vendor selection is ____________.
A. Serviceability
B. Price
C. Reliability
D. Location
E. Intangibility
In markets where customers typically witness rapidly changing prices,
________________ can provide a source of competitive advantage.
A. Price elasticity of demand
B. Stability pricing
C. Pricing tactics
D. Auction pricing
E. Reverse auction
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. Both inferior products and spotty inventory
E. Inferior products, Spotty inventory, and Higher prices
Office Supplies Etc. can purchase printers at 5 percent above cost from a certain
supplier, but it must also agree to purchase ink and paper from the same supplier for the
next 12 months. This is an example of a(n) __________.
A. Tying contract
B. Exclusive territory
C. Exclusive dealing
D. Intermediary contract
E. None of these
A marketing manager wants to have a strong two-way communication of ideas with
customers and he considers it to be very important to directly ease customer confusion
and persuade purchase. He does not care much about whether the cost per customer
contact will be expensive. Based on the manager’s consideration, ____________ will be
the most appropriate promotional form.
A. Advertising
B. Sales promotion
C. Public relations
D. Personal selling
E. Direct marketing
When customers are given the opportunity to purchase a package deal at a reduced
price compared to what the individual components of the package would cost
separately, the firm is using a __________________ strategy.
A. Product line pricing
B. Captive pricing
C. Price bundling
D. Reference pricing
E. Prestige pricing
GE spends _____ a year buying products and services of other companies.
A. $500 million
B. $2 billion
C. $20 billion
D. $60 billion
E. $200 billion
Consumers engage in limited search for items like fashion clothing, home furnishings,
and appliances. These are examples of ______________ goods.
A. High-technology goods
B. Durable goods
C. Convenience goods
D. Impulse goods
E. Shopping goods
Forty percent of employees believe their _________________ actually help(s) them do
their jobs better.
A. Salary
B. Nonfinancial incentives
C. Intrinsic rewards
D. Performance reviews
E. Incentive pay
The TV ad with an actor talking about Boniva is an example of __________.
A. Fantasy appeal
B. Endorsement appeal
C. Humor appeal
D. Comparative advertising
E. Competitive advertising
____ is(are) the knowledge and courtesy of employees, and the ability to convey trust
and build a customer’s confidence in the quality of the service.
A. Tangibles
B. Assurance
C. Reliability
D. Responsiveness
E. Empathy
Most Hispanics in the United States live in __________________.
A. New York state
B. Texas
C. California
D. Washington state
E. Washington, D.C.
The Irish Pub is trying to understand why its happy hour business is declining while
other pubs in the area are busier than ever. The owner wants to understand the decline
in sales volume so she can resolve it. The best type of research to perform at this time
would be _________.
A. Causal
B. Descriptive
C. Random
D. Academic
E. Exploratory
Perception drives John’s attitudes, beliefs, motivation, and, eventually, his ____.
A. Values
B. Self-esteem
C. Performance
D. Behavior
E. Attention
“Cotton, the fabric of our lives” is an example of industry-sponsored
_________________.
A. Institutional advertising
B. Ethical advertising
C. Comparative advertising
D. Competitive advertising
E. Product advertising