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For a frequently-purchased product, ________ are the keys to success.
A) trial rates
B) repeat rates
C) brand awareness
D) brand recall
Which of the following approaches to measuring brand equity are measures of how the
brand is represented psychologically in the minds of the customers?
A) response measures
B) intermediate measures
C) psychological measures
D) behavioral measures
Which of the following statements about mobile phone usage is true?
A) Mobile phone usage is more in younger people than older people.
B) Most of the youngsters between the ages of 18 and 29 do not use text messaging.
C) A large majority of the American population access Internet using mobile phones.
D) Majority of elders (65+) use mobile phones to listen to music.
Which of the following is a concern for marketing managers when price is used as a
cost-recovery mechanism?
A) a mismatch between price and customers' perceptions of value
B) ignoring market segmentation
C) independence against competitors' prices
D) implementation of development costs
The ________ model is a popular model of decision making that requires information
about how useful or important each attribute is to the customer making a brand choice
and how customers perceive the brands in the evoked set in terms of their attributes.
A) attribution
B) compensatory
C) cluster
D) multiattribute
With reference to the account planning matrix, for an account, allocating moderate level
of sales resources to maintain current advantage is the best strategy for the account
when the:
A) account potential is high and the competitive advantage is strong.
B) account potential is low and the competitive advantage is strong.
C) account potential is high and the competitive advantage is weak.
D) account potential is low and the competitive advantage is weak.
Identify the approach that uses friends and neighbors as the sales force.
A) direct sales
B) telemarketing
C) direct-mail marketing
D) sales promotion
Which of the following is a process seeking to reducing costs throughout the entire
distribution system, resulting in lower prices and increased consumer demand?
A) category management
B) efficient consumer response
C) value chain management
D) market segmentation
In the growth stage of the product life cycle, the riskiest move by a follower is to:
A) imitate the leader by developing "me-too" products.
B) leapfrog the competition.
C) exit quickly and invest in some other product with long-term potential.
D) fortify its position as number two or three.
Respondents are shown both control and test ads. After viewing the ads, they are asked
what information they recall from the ads and which they liked best. The ads with the
highest recall and liking are considered to be the most effective. Identify the laboratory
test conducted.
A) consumer jury
B) portfolio test
C) readability test
D) theater test
Which of the following is a marketing research method that uses theoretical profiles or
concepts to determine how customers value different levels of product attributes?
A) regression analysis
B) cluster analysis
C) dollarmetric method
D) conjoint analysis
Marketing plans are constructed at:
A) corporate and group planning.
B) SBU planning.
C) annual marketing planning.
D) monthly planning.
The key to using customer service to develop long-term relationships is:
A) to provide services for free to all customers.
B) to view service as a way of differentiating your product.
C) to provide service only to loyal customers.
D) to make sure that your service is similar to that provided by the competitors.
Which of the following pricing objectives describes a situation where the marketer
attempts to price the product at the market average or match a particular brand's price?
A) penetration pricing
B) pricing for stability
C) return on investment pricing
D) competitive pricing
If a cross-elasticity with respect to price is positive then:
A) a product's sales increase when another product's price drops.
B) a product's sales decline when another product's price drops.
C) a product's sales decline when another product's price increases.
D) a product's sales are independent of another product's price.
Which of the following is more concerned with how a particular product category is
selling rather than a particular brand?
A) manufacturer
B) salesperson
C) retailer
D) jobber
Which of the following is a purchasing situation that is unusual or occurs infrequently
in a given organization?
A) straight rebuys
B) modified rebuys
C) new-task purchase
D) repetition purchase
Economies of scale is a concept used in this approach to developing competitive
advantage.
A) price-based advantage
B) brand-based advantage
C) customer focus advantage
D) differentiation advantage
Why is the concept of segmentation important?
A) It assumes that customers are swayed by targeted marketing.
B) It underscores the importance of production orientation.
C) It helps companies offer standardized products to the entire market.
D) It implies an understanding that customers are heterogeneous.
Which of the following is a major disadvantage of company-owned service delivery
centers?
A) increased financial risk
B) reduced customer satisfaction
C) potential damage to brand name
D) increased non-standardization of services
