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Demographic segmentation is best described as _______.
A. Using characteristics of human populations to segment the market
B. Using characteristics of geography to segment the market
C. Using characteristics of lifestyle to segment the market
D. Using characteristics of virtual communities to segment the market
E. All of these
Prospective customers call a toll-free number for more information. This is used to
identify and qualify prospects and is considered ________________.
A. Outbound telemarketing
B. Database management
C. Closing of the sale
D. Follow-up
E. Inbound telemarketing
When a company tries to make the product or service significantly easier to obtain than
the competition, it is employing ______.
A. Service leadership
B. Image leadership
C. Competitive intelligence
D. Perceptual mapping
E. Convenience leadership
Goals and objectives should be set ________.
A. At the beginning of marketing planning
B. At the end of the situation analysis
C. After marketing strategies are fixed
D. After completion of all market research, situation analysis, and competitor analysis
E. None of these
___________________ is the application of marketing concepts and strategies inside an
organization.
A. Direct marketing
B. Personal selling
C. Internal marketing
D. Integrated marketing communications
E. Publicity
Really Big Homebuilders used to purchase many building lots and erect spec homes
(i.e., it gambled that the demand for new houses would be so high that they would sell
easily). Since the real estate slowdown, it builds homes only when owners are under
contract. Most likely the company is pursuing a generic business strategy of ________.
A. Retrenchment
B. Stability
C. Diversification via concentric means
D. Growth/concentration via vertical integration
E. Growth/concentration based on horizontal integration
Gabrielle and Juan have a vacation home 90 miles from their primary residence. They
could haul bags of groceries and an ice chest of refrigerated foods with them when they
leave home. However, they like to grocery shop at a market located near the vacation
spot. It offers them ______________ utility.
A. Time
B. Form
C. Ownership and form
D. Form and time
E. Place
Sheila and Barbara are billing department managers in a call center. Senior management
has given employees who answer phones only a limited amount of time to spend with
each customer. Sheila and Barbara want to make strategic marketing changes. They
must have the support of ____________ in order to succeed.
A. The sales force
B. Top management
C. Top management and middle management
D. Frontline personnel
E. Everyone in the organization
Because Sony has so many different product offerings in various electronics categories,
management has found that it is helpful to use brands to keep track of products in each
category, Thus, it has different brand names for its televisions, DVD players, and
portable music players. This is an example of the _______ role the brand plays for the
brand sponsor.
A. Benchmarking
B. Education
C. Protection
D. Invigoration
E. Categorization
__________ is obtaining commitment from the customer to make the purchase.
A. Following up after the sale
B. Closing the sale
C. Handling objections
D. Qualifying the prospect
E. Opening the relationship
Value may be defined as the ratio of bundled benefits received to the cost incurred by
the customer to receive those benefits. ________ is not thought of as one of the costs.
A. Monetary cost
B. Time to shop
C. Convenience
D. Poor service quality
E. The hassle factor
