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Robert is the owner of an automobile manufacturing company. He calls for a board
meeting and tells his directors that he wants to build a car that lets the users experience
power and exhilaration. He tells them that the car must allow his users to soar from
0-60 mph in about 4 seconds. He also adds in that the price of the car must be
affordable enough for anybody making a good salary. In accordance with the given
scenario, Robert is trying to segment the market on the basis of ________.
A) occupation
B) family size
C) benefits
D) nationality
E) user status
Company call center executives provide procedural information to clients who call in
about the specifications and operation of the product. These call center employees can
be called ________.
A) technical support people
B) sales assistants
C) telemarketers
D) deliverers
E) consultants
The value of an offering is described as the ________.
A) price consumers are charged for a product
B) cost of manufacturing a product
C) degree to which consumer demand for a product is positive
D) sum of the tangible and intangible benefits and costs to customers
E) intangible benefits gained from a product
Which of the following is true about industrial buying decisions?
A) They are purely rational.
B) They are purely emotional.
C) They service both the organization's and the individual's needs.
D) Top executives are never insecure about buying products.
E) Individual needs legitimate the buying process and its outcomes.
The zone of ________ is a range where a service dimension is deemed satisfactory,
anchored by the minimum level consumers are willing to accept and the level they
believe can and should be delivered.
A) immunity
B) tolerance
C) reliability
D) assurance
E) flexibility
An intensive distribution strategy serves well for ________.
A) premium cars
B) commercial trucks
C) private label products
D) industrial equipment
E) newspapers
Which of the following statements about telephone interviewing is true?
A) It usually takes a long time to gather information through telephone interviews.
B) The interviewer is unable to clarify questions if respondents do not understand them.
C) The response rate for telephone interviews has been typically lower than for mailed
questionnaires.
D) The US government generally encourages telemarketing by firms.
E) Telephone interviewing in the US is getting more difficult because of consumers'
growing antipathy toward telemarketers.
Anne, a beautician by profession, owns a salon in the small town of Franklin, New
Jersey. Every weekend, she makes it a point to visit the other salons in Franklin to find
out about the beauty services they offer to customers. Anne is attempting to conduct
market research by ________.
A) studying customer behavior
B) forming alliances with competing firms
C) using experimental research techniques
D) checking out rivals
E) tapping into marketing partner expertise
What percentage of total digital ad spending is accounted for by search advertising?
A) 1 percent
B) 7 percent
C) 17 percent
D) 30 percent
E) 43 percent
According to media researcher Duncan Watts, the key to setting a song on the path to
popularity is a phenomenon called ________.
A) sampling
B) cumulative advantage
C) influence farming
D) entertainment trendspotting
E) buzz firing
A group of small grocery shops forms a new business entity to buy products directly
from manufacturers. The group buys products in bulk that are then distributed among
members. This helps the shops obtain better profit margins. Which of the following
types of vertical marketing systems can be observed here?
A) contractual
B) corporate
C) administered
D) controlled
E) regulatory
________ helps sales representatives understand how they spend their time and how
they might increase their productivity.
A) Time-and-duty analysis
B) A sales quota
C) A feed-forward approach
D) An expense allowance
E) A norm for prospect calls
Suppliers who are better at handling emergencies, product recalls, and inquiries are
most likely to be differentiated based on their ________.
A) innovativeness
B) thoroughness
C) resilience
D) insensitivity
E) reliability
A product- or brand-management organization is characterized as a(n) ________
system.
A) hub-and-spoke
B) waterfall
C) internal marketing
D) top-down
E) lateral
For ________ to be valued for products like vehicles and kitchen appliances, it should
not be associated with an excessive price premium and the product must not be subject
to rapid technological obsolescence.
A) conformance quality
B) performance quality
C) reparability
D) durability
E) style
Which of the following is NOT one of the specific branding guidelines for small
businesses?
A) Creatively conduct low-cost marketing research.
B) Leverage as many secondary associations as possible.
C) Focus on building one or two strong brands based on one or two key associations.
D) Create buzz and a loyal brand community.
E) Use a trial-and-error approach.
If a consumer is shopping for a smart phone, all of the smart phone options available in
the market '” whether a consumer knows about them or not '” is called the ________
set.
A) awareness
B) total
C) consideration
D) choice
E) inept
Which of the following types of differentiation relates to companies having
better-trained personnel who provide superior customer service?
A) channel differentiation
B) services differentiation
C) employee differentiation
D) image differentiation
E) product differentiation
What is a spiral development process?
Movie matinees are priced lower than the evening shows at local theaters; television
advertising costs less when run after midnight. These are examples of what type of
price discrimination?
What is the composition of the buying center?
What is channel power? Explain the various types of channel power.
Describe the characteristics a core competency should possess.
