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Don Peppers and Martha Rogers popularized the term one-to-one marketing. Some
firms come close to one-to-one marketing by combining flexible manufacturing with
flexible marketing to enhance customer choices.
The decomposition method of forecasting attempts to isolate three separate portions of
a time series: the trend, seasonal, and random factors.
Style is very difficult to assess. Firms do not use style often in as much as it is easy to
copy.
Exclusive dealing may be legal if the parties show exclusivity is essential for strategic
reasons, such as to maintain product image.
When marketing planning, a good channel decision is the most important within the
entire planning process because it does leads to market advantage over competitors.
Motivation, attitude, perception, learning, and personality are all psychological
attributes.
A straight rebuy is a routine purchase that is often given to a preferred supplier.
Customer orientation and market orientation are opposing concepts. Customer-oriented
firms look at customers as individuals and market-oriented firms look at the market as a
whole. Relationship-oriented firms focus on short-term profitability.
A major problem for most managers today is not having enough information.
Components in a direct-mail offer include outside envelope, sales collateral, and contact
information.
Brand-new technologies are what people often consider a "new product." An example
of this is the group of companies working on harnessing the wave action of the oceans
off the Scottish coast and other rough sea areas.
The market research problem defines exactly what information is needed to help
management make their decision.
Objectives are measurable; goals are broad statements of generally desired
accomplishments in support of the firm's mission statement.
Today many tangible products have a component that impacts the customer's
satisfaction before and after the purchase. This component that complements the
tangible aspects of the product is called __________.
A. Physical aspects
B. Supply chain
C. Monetary characteristics
D. Intangible characteristics
E. Total emergence
XYZ Office Supplies offers customers a $0.50 coupon for turning in their empty printer
cartridges. XYZ collects the cartridges and then returns them to the producer for
recycling. This is an example of __________.
A. Outbound logistics
B. Inbound logistics
C. Reverse logistics
D. Order processing
E. Enterprise resource planning (ERP) systems
In the 1970s, Michelob beer changed its advertising messages frequently and saw sales
plummet. Slogans like "Weekends were made for Michelob," "Put a little weekend into
your weekday," and "Special times deserve a special beer" had consumers checking
their calendars to find the right time to drink a Mich. Michelob was suffering from
_________.
A. Underpostioning
B. Doubtful positioning
C. Overpositioning
D. Confused positioning
E. No positioning
When products like cell phones have been aimed as a safety device for working women
and moms, one way to find "new" markets is to _________.
A. Add features to the phones
B. Sell added benefits to the existing customers
C. Reposition the existing products to new markets
D. Alter the billing so more people can afford the product
E. All of these
Mistakes easily occur at the ______________ step of moving through the supply chain.
A. Reverse logistics
B. Transportation
C. Order processing
D. Warehousing and materials handling
E. Inventory management
______ tends to be more holistic, using summary impressions rather than specific
attributes to evaluate the options and affect even important purchases such as a car or
house.
A. Rational choice
B. Balanced choice
C. Attitude-based choice
D. State-of-mind choice
E. Weighted choice
A marketing audit should include assessments about ______________.
A. Customers
B. Suppliers
C. Employees
D. Competition
E. All of these
To gather ________, the sales manager at XYZ Co. collects, analyzes, and stores data
from the macro environment on a continuous basis.
A. Sales data
B. Target market information
C. Marketing intelligence
D. External resources
E. Internal projections
Little kids and puppy dogs help execute a(n) _________________ appeal.
A. Fantasy
B. Rational
C. Emotional
D. Lifestyle
E. Slice of life
In a push strategy, the focus is on ______________.
A. The channel of distribution
B. Getting the offering into the channel
C. Stimulating demand for an offering directly from the end user
D. Both the channel of distribution and getting the offering into the channel
E. The channel of distribution, Getting the offering into the channel, and Stimulating
demand for an offering directly from the end user
Sean attributes the success of his video game arcade to advertising on the most popular
website for gamers. Recently, the website raised ad prices so Sean has cut his
advertising in half. He believed that positive word of mouth will be enough now that his
game parlor is well established. However, sales are slipping. The problem occurs in the
________ activity of the value chain.
A. Inbound logistics
B. Operations
C. Outbound logistics
D. Marketing and sales
E. Service
___________ approach to advertising execution connects a celebrity, actor posing as an
authority figure (with appropriate disclaimer), company officer, or everyday consumer
with the product to sanction and support its use. An example is Jamie Lee Curtis for
Activia yogurt.
A. Demonstration
B. Research-based
C. Lifestyle
D. Endorser
E. Slice of life
Dave's Donuts decided to enter a co-branding relationship with Sid's Sandwiches in
which both companies would have operations in the same retail space. This was
beneficial for both because it reduced unused capacity for both as Dave's major usage is
in the morning while Sid's is from 11 a.m. until midnight. This is an example of a(n)
_____ type of co-branding relationship.
A. Co-location
B. Multiple company venture
C. Joint venture
D. Internal brand combination
E. Merger
