Which of the following is an example of a limited-service retailer?
A) Customers at TAB pick out the products they want and pay at the checkout counter.
B) Salespeople at Eli are always on hand to offer shoppers advice and assistance in
choosing products.
C) Mina’s allows customers to check out their own purchases in order to reduce the staff
count.
D) CLO’s offers a number of merchandise-return privileges, customers need
information and assistance while shopping.
E) Alison’s stocks a number of specialty products and the store’s salespeople generally
help shoppers with all their needs.
Atburex is a furniture manufacturing company in the United States. The company
provides a 60-day credit period and also offers on-site delivery and installation. These
special benefits refer to which of the following service outputs?
A) service backup
B) large product variety
C) spatial convenience
D) large lot size
E) short waiting time
Luke is considering the various options available to him to promote an energy drink,
Turbozade, that has decreasing sales volumes after having peaked some time back.
Which of the following marketing communications tools should Luke focus marketing
efforts on to keep the sales volume up?
A) advertising
B) direct marketing
C) events and experiences
D) sales promotions
E) publicity
A marketer is interested in segmenting a business market on ________ if the marketer
intends to segment the market based on industries and geographical areas to serve.
A) demographic variables
B) situational factors
C) operating variables
D) purchasing approaches
E) personal characteristics
Which of the following is the main advantage of a functional marketing organization?
A) easy coordination
B) lower staff requirements
C) administrative simplicity
D) reduced competition between functional groups
E) smooth working relationships
________ branding is a special case of co-branding involving creating brand equity for
materials, components, or parts that are necessarily contained within other branded
products.
A) Cross
B) Ingredient
C) Equity
D) Family
E) Generic
Brown & Smith, Inc. engages in the design, development, making, and retail selling of
designer jewelry in North America. Before approving a new design, the company draws
it on a computer and then produces models to show potential consumers and get their
reactions. This allows the company to analyze the possible customer reaction. Identify
the concept testing method used here.
A) conjoint analysis
B) perceptual mapping
C) virtual reality testing
D) rapid prototyping
E) digital fabrication
Mountain Dew is a brand known for sponsorships of adventure events such as
snowboarding and skateboarding competitions. What is the most likely objective of
Mountain Dew’s sponsorship of these events?
A) to enhance corporate image
B) to express commitment to the community or on social issues
C) to entertain key clients or reward key employees
D) to create perceptions of key brand image associations
E) to become part of a personally relevant moment in consumers’ lives
A manufacturer uses the company’s sales force and trade promotions to carry, promote,
and sell products to end users. Which of the following strategies is this manufacturer
using?
A) personalization strategy
B) tailoring strategy
C) push strategy
D) pull strategy
E) consumer promotion strategy
________ refer to the marketing communications element that involves
company-sponsored activities and programs designed to create daily or special
brand-related interactions with consumers.
A) Publicity campaigns
B) Trade promotions
C) Advertisements
D) Public relations
E) Events and experiences
When companies measure the number of people who are willing and able to buy their
products, they are measuring ________.
A) demand
B) price elasticity
C) real needs
D) standard of living
E) disposable income
What would a consumer’s lower price threshold signal?
A) the use of everyday low pricing
B) a discounted price for a high-value product
C) a fair price
D) a price below which the product is considered to be a good value
E) a price below which the product is assumed to be of unacceptable quality
For marketers, the term market refers to which of the following?
A) a set of touch points such as store layouts and package designs
B) a physical place where buyers and sellers gather
C) a collection of buyers and sellers who transact over a particular product
D) consumers and not businesses
E) customer groups
Guarantees are most effective in two situations. The first is when the company or
products are not well known. The second is when the product’s quality is ________ to
competition.
A) not known
B) different
C) inferior
D) equivalent
E) superior
The number of different persons or households exposed to a particular media schedule
at least once during a specified time period is known as ________.
A) range
B) impact
C) intensity
D) reach
E) frequency
Realizing that although household products is a huge category”taking up an entire
supermarket aisle or more”it is an incredibly boring one, the founders of Method
Products designed a sleek, uncluttered dish soap container that also carried functional
advantages, such as ease of dispensing soap and cleaning. Method is competing in the
crowded market for household products on the basis of superior ________.
A) design
B) durability
C) conformance
D) reliability
E) performance quality
Which of the following is TRUE for distributor brands?
A) They sell at higher volumes than national brands and are also known as generics.
B) They are usually sold at higher prices than national brands because production costs
are higher.
C) They are always of better quality than national brands as production is strictly
monitored.
D) They can generate a higher profit margin because of their lower cost structure.
E) Advertising costs for distributor brands are much higher than those for national
brands.
Which of the following is TRUE for the retail industry?
A) Retailers are experimenting with “pop-up” stores that let them create buzz.
B) Upscale retailers see a decline in sales as middle-market retailers thrive.
C) Fast fashion is offering more choice and longer-lived products.
D) Technology use by stores is driving up the cost of inventory.
E) Discount stores are not doing as well as middle-market retailers.
Many sellers offer either general or specific guarantees. Guarantees reduce the buyer’s
________ risk.
A) actual
B) perceived
C) real
D) implied
E) stated
Which of the following can a company do to reduce defection?
A) Attract new customers to try out the company’s products.
B) Increase customer lifetime value by increasing the non-monetary costs of products.
C) Enhance the growth potential of existing customers through cross-selling and
up-selling.
D) Distinguish the causes of customer attrition and identify those that can be managed
better.
E) Make low-profit customers more profitable or terminate the relationship.
Which of the following is an example of a brick-and-click company?
A) IFB Industries, a company that sells products using various channels such as
Internet, retailers, direct outlets, and franchisees
B) Opera, a Web browser and Internet suite developed by Opera Software, performs
common tasks such as displaying Web sites and sending and receiving e-mail messages.
C) Atrutron, a company that offers its customers access to the Internet using data
transmission technology
D) eBay Inc., an American company, facilitates online auctions and shopping to people
and businesses across the globe to buy and sell a broad variety of goods and services.
E) Yahoo! Inc., an American corporation, provides services via the Internet such as
directories, e-mail, news, advertising, online mapping, and so on.
The associative network memory model views long-term memory as ________.
A) a subliminal perception
B) the interplay of drives
C) a strong internal stimulus impelling action
D) a temporary and limited repository of information
E) a set of nodes and links
Your firm has decided to enter the international market with your product called
“Trema,” a combination of a pocket organizer and cell phone. Even though the product
has been a huge success in the home country, market research suggests some changes
may be required before it can be introduced in Europe. Your CMO is of the opinion that
the product requires certain extra features and the product will also have to be
advertised differently. Your CMO is advocating ________.
A) product invention
B) dual adaptation
C) straight extension
D) forward adaptation
E) product standardization
A(n) ________ vertical marketing system combines successive stages of production
and distribution under single ownership.
A) corporate
B) administered
C) contractual
D) regulatory
E) controlled
WayToGrow Inc. is one of the most popular brands of toys in its home market. The
company decides to expand its business abroad, and its directors feel that instead of
trying to establish its presence all at once in multiple markets, it should expand one
country at a time. This would limit their risk and allow them to analyze customer
response, after which they could expand to other similar countries. WayToGrow is
following a ________ approach.
A) shotgun
B) continuous
C) born global
D) sprinkler
E) waterfall
Some customers inevitably become inactive or drop out. The challenge for marketers is
to reactivate them through ________ strategies.
A) win-back
B) retention
C) defection
D) sell-out
E) recuperation
When ConAgra learned that stores were selling more time-saving meals and snacks
when school started, it launched its “Seasons of Mom” campaign to help grocers adjust
to seasonal shifts in household needs. Which of the eight possible actions to improve
the quantity and quality of its marketing intelligence yielded this insight?
A) Train and motivate the sales force to spot and report new developments.
B) Motivate distributors, retailers, and other intermediaries to pass along important
intelligence.
C) Hire external experts to collect intelligence.
D) Network internally and externally.
E) Set up a customer advisory panel.
________ time is the time necessary to prepare a promotional program prior to
launching it.
A) Sell-in
B) Link
C) Setup
D) Lead
E) Hold
Which of the following criteria relates to the company having the internal resources and
commitment to feasibly and profitably create and maintain the brand association in the
minds of consumers?
A) differentiability
B) peculiarity
C) desirability
D) believability
E) deliverability
Greta is marketing a product that is technologically advanced and requires a great deal
of explanation. Which direct response tool should she use?
A) direct mail
B) e-mail
C) infomercial
D) inbound telemarketing
E) outbound telemarketing
When a marketer expresses his or her vision of what a brand must be and do for
consumers, he or she is expressing what is called a brand ________.
A) promise
B) personality
C) identity
D) position
E) revitalization
Which of the following is the strongest differentiator for brick-and-mortar stores who
want to emphasize their superiority over online retailers?
A) product quality
B) the shopping experience
C) product range
D) pricing
E) the retailer’s reputation
Brands that meet consumers’ initial buying criteria are called the ________ set.
A) total
B) awareness
C) consideration
D) choice
E) decision
Epic Inc., a firm that produces chairs for offices, uses comparative advertising to inform
consumers that its products offer the same features and quality as the competitor’s. This
is an example of a(n) ________ attack.
A) guerilla
B) frontal
C) encirclement
D) bypass
E) flank
Researchers have found that buyer-supplier relationships differed according to four
factors: availability of alternatives; importance of supply; complexity of supply; and
supply market dynamism. Based on these four factors, they classified buyer-supplier
relationships into eight different categories. What are those categories?
The family is the most important consumer buying organization in society, and family
members constitute the most influential primary reference group. We can distinguish
between two family categorization in the buyer’s life. Name the two families and their
impact on buying behavior.
Industrial goods can be classified in terms of how they enter the production process and
their relative costliness. Identify the three groups of industrial goods.
Reynold’s, a supermarket chain, carries the K-Nine range of dog food manufactured by
JGB. However, the chain does not interact directly with JGB, but obtains stocks from
wholesalers. It has been suggested that Reynold’s save costs by sourcing products
directly from JGB. However, the CEO of the Reynold’s, insists that wholesalers are
actually more efficient. In general, what services can wholesalers efficiently provide to
a retailer?
What are the various steps a company can take to improve the quality of its marketing
intelligence function?
Among the niche specialist roles, what are end-user, vertical-level, and product-feature
specialists?
List the five forces identified by Michael Porter that determine the intrinsic long-run
attractiveness of a market or market segment.
List the major objectives of events and experiences as promotion tools.
Retail chain REB wants to find out how its customers perceive its services and what it
can do to improve these. What methods can the company use to discover this?
Indicate the differences and similarities between the following terms: marketing plan,
strategic marketing plan, and tactical marketing plan.
Some WesternSlope Cleaning customers have long-term contracts for full-service
cleaning, while others call the company as and when they require a particular service.
The long-term customers have their queries handled by the company’s customer service
representative. The rest of its customers are directed towards voice messages when they
want their inquiries to be processed. What strategy is the company adopting to achieve
marketing excellence, and what is the main risk of this strategy?
Over the past 10 years, Cisco Systems has drastically reduced its number of suppliers
and aligned itself more closely with its remaining suppliers for each of its
product-based teams. How might this have helped Cisco improve its new-offering
realization process?
What should manufacturers do to compete against or collaborate with private labels?
Identify and define the traditional four Ps. Also identify the new four Ps and the reason
for developing the new interpretation.
Explain the concept of mass marketing.
Discuss the concept of disintermediation and provide an example.
Identify three different types of personal communication channels.
What are the requirements for deciding on a positioning strategy?
A new company called OilMasters makes and sells oil-drilling equipment such as
pumpjacks. The pumpjack is an essential part of drilling operations, and customers need
the equipment to be operational at all times. What would be a typical pattern for
OilMasters to develop a postsale service strategy?
How do the stages of buyer readiness affect the composition of a product’s marketing
communications mix?