Inbound telemarketing involves calling potential customers at their home or office.
An in-depth interview is an unstructured conversation with an individual who was
specifically selected, often because he or she has a specific demographic attribute.
According to the model of the consumer decision process, the marketing activities that
affect the consumer decision process include the value proposition, technology, and
marketing communications.
The company brand roles are legal protection for the product and offer an effective and
efficient methodology for distributing products.
The last step in the value chain is margin.
Consumer product companies purchase small amounts of goods and services. After all,
they are the producers of goods.
There are over 20 million small businesses in the United States. The B2B market is
huge when you add in governments, large corporations, and nonprofit organizations.
A company can do business with an international company and still not engage in direct
foreign marketing.
Even with great marketing, vast numbers of potential customers have never heard of
some products or services. Some people think that marketing is all about advertising,
pushy salespeople, celebrity spokespeople, spam e-mail, and overstated product claims.
Pioneering advertising tends to be used during the introductory and early growth stages
of the PLC.
There is a debate among professors in educational services on whether students are
“customers” or products that need to be branded.
_______________ is the second element in the process cycle for CRM.
A. Analysis and refinement
B. Supplier interface
C. Customer interaction
D. Marketing planning
E. Knowledge discovery
______ is any change in the content or organization of long-term memory or behavior.
A. Conditioning
B. Memory
C. Learning
D. Behavior modification
E. Training
The owner of a small furniture-manufacturing firm is considering conducting market
research. He should consider examining secondary data before collecting primary data
because secondary data offer a(n) ___________ advantage over primary data.
A. Timeliness
B. Cost
C. Customization
D. Fit
E. Accuracy
Voss water deals only with a single wholesaler in every state. The wholesaler has to
deal with specific hotels and restaurants. Voss employs a(n) ______________ strategy.
A. Selective distribution
B. Exclusive distribution
C. Push
D. Pull
E. Shelf fee
When a competitor used its logo in a disparaging way in an advertisement, XYZ brand
sued. It won the suit on the basis that the competitor violated its trademark. This is an
example of the _______ role the brand plays for the brand sponsor.
A. Benchmarking
B. Education
C. Protection
D. Invigoration
E. Categorization
The fundamental philosophy behind __________________ is to reduce investment in
promotion and transfer part of the savings to lower price.
A. Psychological pricing
B. One-price strategy
C. Variable pricing
D. Everyday low pricing (EDLP)
E. High/low pricing
_____________________ is not one of the three principal types of product advertising
discussed in your text.
A. Pioneering advertising
B. Competitive advertising
C. Institutional advertising
D. Comparative advertising
E. All of these are product advertising
The way a firm looks at strategy and tactics is reflected in the ___________ change
driver impacting the future of marketing.
A. Shift to product glut and customer shortage
B. Shift in power from marketer to customer
C. Shift in generational values and preferences
D. A shift to distinguishing Marketing (Big M) from marketing (little m)
E. Shift to justifying the relevance and payback of the marketing investment
Coca-Cola cups sitting on the desk of the American Idol judges is an example of
__________________________.
A. Rebate program
B. Product placement
C. Promotion
D. Institutional advertising
E. Premium
Companies must balance the number of items in a product line. Too many items and
customers find it difficult to see the differences between the products. Too few products
and the company runs the risk of _______.
A. Having inefficiencies in production
B. Having trouble with discounters because they may have the same product as a
full-price store
C. Having a problem with communication to the market about the products
D. Missing important market opportunities that are not being attacked by the current
product offerings
E. None of these
The product life cycle (PLC) for a particular product has ________.
A. More than one life cycle-industry and brand life cycles
B. One life cycle for all brands combined
C. Life cycles that resemble normal curves
D. An evolutionary phase that defines when to offer a new product
E. None of these
When two or more brands are reviewed against each other on certain attributes this is
considered _____________________________.
A. Pioneering advertising
B. Competitive advertising
C. Institutional advertising
D. Comparative advertising
E. Sales promotion
Distribution strategies can be __________________.
A. Intensive
B. Selective
C. Exclusive
D. Both intensive and exclusive
E. Intensive, Selective, and Exclusive
_______________ is the process that starts with production and ends with the delivery
of the final product.
A. Outbound logistics
B. Inbound logistics
C. Reverse logistics
D. Stock-out
E. Enterprise resource planning (ERP) systems