When a customer feels uneasy about losing out on the benefits of a brand not
purchased, she is likely to experience ________.
A) selective retention
B) selective attention
C) selective distortion
D) cognitive dissonance
E) consumer ethnocentrism
7-Eleven, Stop-N-Go, and Circle K are examples of ________.
A) department stores
B) convenience stores
C) category killers
D) specialty stores
E) supermarkets
John Herr’s company has standardized the size of its paper bags so that each bag can be
used in five to seven different store departments. In the business buying process, this
approach to cost reduction most likely took place in the ________ stage.
A) problem recognition
B) general needs description
C) product specification
D) supplier search
E) proposal solicitation
In the communication process, the reaction of the receiver after being exposed to a
message is called the ________.
A) response
B) disturbance
C) noise
D) code
E) distortion
________ involves entering a foreign market by developing foreign-based assembly or
manufacturing facilities.
A) Indirect exporting
B) Direct investment
C) Joint venturing
D) Contract manufacturing
E) Direct exporting
Leona bought two different brands of wine from vineyards in Australia. When asked for
her opinion about the wines, she said that one brand of wine tasted like alcoholic grape
juice, but the other had a crisp taste that she really enjoyed. These statements were most
likely made during the ________ stage of the buyer decision process.
A) information search
B) need recognition
C) alternative evaluation
D) purchase decision
E) postpurchase behavior
In 2005, the ________ established a free trade zone between the United States and
Costa Rica, the Dominican Republic, El Salvador, Guatemala, Honduras, and
Nicaragua.
A) CAFTA-DR
B) FTAA
C) CAN
D) NAFTA
E) EU
________ is the differential effect that knowing the brand name has on customer
response to the product and its marketing.
A) Brand differentiation
B) Brand knowledge
C) Brand equity
D) Brand personality
E) Brand relevance
A Spanish-language channel runs its ads only in Hispanic neighborhoods . This is an
example of ________.
A) broadcasting
B) buzz marketing
C) narrowcasting
D) media multitasking
E) personal selling
Emerson Studios has designed its marketing organization along the lines of a ________
organization in which different marketing activities are headed by operational
specialists.
A) geographic
B) product
C) functional
D) customer
E) market
What is the purpose of benchmarking?
In what way might a marketer rely on opinion leaders?
What types of products are exclusively distributed?
Briefly explain the functions of a customer insights group.
Distinguish between the service-profit chain and internal marketing.
Describe some of the methods used to supervise salespeople and help them work more
efficiently.
What is a pure monopoly?
Why is the technological environment such a dramatic force in today’s market?
Distinguish between undifferentiated and differentiated marketing strategies.
What are two possible risks involved with licensing?