The general types of market research data and the set of techniques used in global
market research vary from country to country.
Developing financial arrangements such as commissions and higher margins is a way to
resolve channel conflicts.
Reservation price is the most someone is willing to pay for a product.
Because of the strong relationship between a supplier and a customer in industrial
marketing contexts, information normally flows readily between the parties.
For frequently purchased products, repeat buying is critical to success.
The largest distribution channel for coupons is by far free-standing inserts (FSIs).
Positive gaps in perceived service quality are essential for obtaining long-term
sustainability.
A sampling program always targets the right potential customers.
Customer satisfaction data is used by various companies for calculating senior
executive bonuses.
________ has traditionally been defined as any paid form of nonpersonal
communication about an organization, product, service, or idea by an identified
sponsor.
A) Sales promotion
B) Advertising
C) Personal selling
D) Public relations
Which of the following is one of the main reasons marketers use coupons heavily?
A) Coupon programs provide a competitive advantage.
B) Coupons are an effective way to target price-sensitive households.
C) The response rates for coupons are very high.
D) Expense per redemption of coupon is very low.
Which of the following represents a level of response at which the customer has gone
beyond mere knowledge of the product and has begun to develop attitudes, preferences,
and perhaps interest?
A) cognitive stage
B) affective stage
C) behavior
D) evaluation stage
At the ________ level, marketers must convince customers that their product category
solution to the customer’s problem is superior to the solution provided by other product
categories.
A) product form competition
B) product category competition
C) generic competition
D) budget competition
Identify the factor that can be controlled by a company while entering a foreign market.
A) country characteristics
B) trade barriers
C) country selection
D) market growth
________ refers to a process whereby a company takes a product or service that is
widely marketed and perhaps offered in many different configurations and develops a
system for customizing it to each customer’s specifications.
A) Greenwashing
B) Cannibalization
C) Customerization
D) Cloning
The first step in the business-to-business purchase decision is:
A) need recognition.
B) establishment of specification.
C) source identification.
D) proposal evaluation.
The main variable that determines the extent to which brand equity can be transferred to
the extension is called:
A) association.
B) adaptability.
C) match.
D) fit.
Identify the correct statement about the CRM-based marketing system.
A) The acquisition rate is the percentage of customers in group that were obtained at the
same time who are still customers.
B) Share of wallet indicates what percent of all purchase value in the category is your
brand.
C) The survival rate is the probability of a customer being active or purchasing in a
given time frame.
D) The lifetime duration is the percentage of customers who return who had previously
defected.
With reference to the classification system for global organizational culture as
developed by Hofstede, whether a country has inclination toward consumption or is
interested in preserving status-based relationships and deferred gratification is indicated
by which dimension?
A) uncertainty avoidance
B) power distance
C) individualism vs. collectivism
D) long-term orientation
For consumer products, which of the following is best in tracking a competitor’s
segmentation and target market strategy.?
A) media advertising
B) coupon usage
C) trade promotion
D) your own sales force
A company that follows the marketing concept philosophy should:
A) serve all customer needs at all costs.
B) understand that the customer is always right.
C) understand that there is no such thing as a bad customer.
D) serve only profitable customers.
For companies marketing business-to-business products and services, the largest part of
the marketing budget is usually allocated to:
A) television advertising.
B) catalogue marketing.
C) personal selling.
D) telemarketing.
Which of the following is not a characteristic of services?
A) standardization
B) perishability
C) intangibility
D) inseparability
To arrive at the augmented product, a marketer must:
A) increase the frequency of advertising, to achieve high product recall in the minds of
customers.
B) reduce prices to extents that cannot be matched by competitors.
C) go beyond expectations by offering levels of customer service that competitors
cannot match.
D) meet the customer service expectations of customers.
During the most elaborate form of product use test, the placement of packaged goods is
usually for approximately:
A) one week.
B) two months.
C) six months.
D) one year.
Which of the following examples best describe co-branding in high-tech markets?
A) the “Human Network” campaign by Cisco system
B) the “Intel Inside” promotion
C) SAP sponsoring Grand Prix Formula One racing
D) the “iPod people” campaign by Apple Inc.