Cultural branding is essential for small firms, but ineffective for large companies.
The selling concept holds that consumers will prefer products that are ethical,
environmentally responsible, legal, and social in the context of marketing activities and
programs.
The actual success of a social marketing program should be evaluated in terms of the
program objectives.
Although consumers may have fairly good knowledge of the range of prices involved,
very few can accurately recall specific prices of products.
The network marketing sales system works by recruiting independent businesspeople
who act as distributors.
The rationale behind place advertising is that marketers are better off reaching people
where they work, play, and shop.
Perceptual maps provide quantitative portrayals of market situations and the way
consumers view different products, services, and brands along various dimensions.
One of the forms of solution selling is to provide solutions to enhance customer
revenues.
The subscription manager at Cosmopolitan magazine keeps track of the subscription
renewal rate, which is a good measure of customer lifetime value.
Conformance quality and performance quality are identical in the marketing sense.
Trying to be all things to all people leads to highest-common-denominator positioning,
which is typically effective.
A firm in a homogeneous market that has the ability to augment its product is more
likely to need to meet a competitive price reduction than one that does not have the
ability to augment its product.
Companies including Amazon.com, BMW, Disney, eBay, LEGO, Nike, and Toyota are
examples of master marketers.
Sheth and Sisodia say ________ is ripest for improvement because most companies are
either ineffectual or inefficient at developing it.
A) acceptability
B) affordability
C) affability
D) accessibility
E) awareness
During the ________ stage of a product’s life cycle, sales show a downward drift and
profits erode.
A) introduction
B) growth
C) decline
D) obsolescence
E) maturity
Which of the following holds that consumers prefer products that are widely available
and inexpensive?
A) the product concept
B) the production concept
C) the selling concept
D) the performance concept
E) the marketing concept
The starting point in planning marketing communications is a ________ that profiles all
interactions customers in the target market may have with the company and all its
products and services.
A) marketing budget
B) communications audit
C) market research program
D) publicity campaign
E) product launch
When is a pull strategy appropriate?
A) when there is low brand loyalty
B) when consumers are able to perceive differences between brands
C) when brand choice is made in the store
D) when it is a low involvement purchase
E) when the product is an impulse item
Which of the following is a characteristic of a service?
A) The service is essentially tangible.
B) The service does not result in the ownership of anything.
C) The service’s production is majorly tied to a physical product.
D) Services are typically produced and consumed at different times.
E) A client’s presence is not required for rendering a service.
Delivery refers to how well a product or service is brought to the customer. It includes
speed, ________, and care throughout the delivery process.
A) expedience
B) intensity
C) tangibility
D) performance
E) accuracy
________ flash an ad to a subject with an exposure interval that may range from less
than one hundredth of a second to several seconds.
A) Tachistoscopes
B) Audiometers
C) Polygraphs
D) GPS systems
E) Galvanometers
During market segmentation analysis, the marketer identifies which segments present
the greatest opportunity. These segments are called ________ markets.
A) target
B) capital
C) tertiary
D) demographic
E) developing
A retailer who utilizes a(n) ________ policy charges a constant low price with little or
no price promotions and special sales.
A) everyday low pricing
B) high-low pricing
C) low cost
D) going-rate pricing
E) auction-type pricing
Marketing communications budgets tend to be higher when there ________.
A) is high channel support
B) exists hardly any change in the marketing program over time
C) are infrequent product purchases in large quantities
D) are differentiated products and nonhomogeneous customer needs
E) are many easily reachable customers spread over small geographic territories
Which of the following is an advantage of using newspapers as an advertising medium?
A) long lifespan
B) high reproduction quality
C) huge “pass-along” audience
D) high level of targeting
E) good local market coverage
Which of the following elements of a marketing plan permits senior management to
grasp the plan’s major thrust?
A) the situation analysis
B) the marketing strategy
C) the executive summary
D) the financial projections
E) the short-term targets
Beyond the optimal order quantity, total cost per unit increases because ________.
A) inventory-carrying cost per unit increases
B) inventory-carrying cost per unit decreases
C) order-processing cost per unit increases
D) order-processing cost per unit increases though inventory cost decreases
E) inventory-processing cost per unit falls slowly
For the launch of “Trema,” your company’s new pocket organizer that can also be used
as a cell phone, the CMO has decided that the product can be launched in international
markets without any changes in its features or the marketing strategy. This introduction
can be described as a ________.
A) dual adaptation
B) straight extension
C) product adaptation
D) forward invention
E) backward invention
Nash & Associates is a firm that takes care of all export procedures on behalf of its
clients. In exchange for a fee, the firm acts as the liaison between domestic
manufacturers and prospective foreign buyers. It has access to established distribution
networks in other countries that domestic small-scale producers are unlikely to have,
and facilitates communication between foreign importers and domestic producers. Nash
& Associates is most likely a(n) ________.
A) domestic-based export merchant
B) domestic-based export agent
C) cooperative organization
D) export-management company
E) direct exporter
In which of the following is a person performing the role of an influencer?
A) Dan decides on the product requirements and makes the final choice of suppliers.
B) Luke has the authority to pick out the supplier and negotiate the terms of purchase.
C) Liam heads the Tech team at LKG and provides information for evaluating the
possible alternatives.
D) LKG gets many calls from potential suppliers, and it is Leah’s job to weed out the
good prospects and refer them to others in LKG.
E) Dana authorizes the actions of the deciders and buyers in LKG.
Give an example of two products that have different performance quality but are of
equal conformance quality.
Which type of buying situation would be preferred if the management wants to
minimize decision-making time and effort.
What is incremental innovation? Give an example of incremental innovation.
Give a brief description of the various factors that affect advertising budget decisions.
What are the measurement techniques for monitoring satisfaction?
List the seven roles of people in a buying center.
Most companies set annual quotas. Quotas can be on dollar sales, unit volume, margin,
selling effort, or activity and product type. Compensation is often tied to the degree of
quota attainment. What problems does the setting of quotas present to both the company
and to the sales representative?
If your company, which is a market follower, was labeled as an imitator, what would its
primary strategies for meeting competition be?