A _______________ offers its merchandise in the comfort of a consumer’s home.
A.General merchandise retailer
B.Supermarket
C.Food retailer
D.Speciality store
E.Catalog retailer
Catalog retailers offer their merchandise in the comfort of a consumer’s home using a
printed or online catalog. Consumers who do not have time for an in-store retail
experience appreciate the convenience of catalog retailing.
______________ have had to develop sophisticated supply chains that keep products
moving into the store while carefully balancing inventory levels to reduce spoilage.
A.Non-store retailers
B.Manufacturers
C.Consumers
D.Food retailers
E.Catalogue retailers
Much of the food retailer’s product mix is perishable (dairy, meat, fruits, vegetables) so
companies develop sophisticated supply chains that keep products moving into the store
while carefully balancing inventory levels to reduce spoilage.
______________ facilitates and encourages people to pass along a marketing message.
A.Internet advertising
B.Viral marketing
C.Banner advertising
D.Sponsorships
E.Outbound telemarketing
The American Marketing Association defines viral marketing as a “marketing
phenomenon that facilitates and encourages people to pass along a marketing message.
Nicknamed viral because the number of people exposed to a message mimics the
process of passing a virus or disease from one person to another.”
Back when Listerine was marketed as just a mouthwash, it tended to be used
sporadically or in the morning as part of the day’s hygiene routine. But now that the
product also addresses such oral concerns as gingivitis and gum disease, the usage rate
is way up with many people developing a regular, twice-a-day regimen. Listerine is an
example of _________ segmentation.
A.Age
B.Income
C.Usage-based
D.Psychographic
E.Social class
Segmentation by usage patterns includes usage occasions, usage rate, and user status.
Since this example talks about change in the usage rate of Listerine, this becomes an
example of usage-based segmentation.
Which of the following variables is NOT used for demographic segmentation?
A.Age
B.Personality
C.Income
D.Gender
E.Education
Differences in personality are used for psychographic segmentation.
Tamara is searching for a new camera. This is a ____, so the entire process will take
longer.
A.Big decision
B.High-involvement purchase
C.Low-involvement purchase
D.Repeat purchase
E.High cost product
When someone is involved in a purchase that has meaning to them it is called
high-involvement and generally takes them a longer period of time to make the buying
decision.
Products that create a fundamental change in the marketplace are known as
__________.
A.Recycled products
B.Product modifications
C.Incremental enhancements
D.New-to-the-world products
E.Repositioned products
New-to-the-world products are innovative and they create a fundamental change in the
marketplace.
One should be careful with a __________________ strategy. Because price is a cue for
developing customer perceptions of product quality, the value proposition may be
reduced if a low price belies the product’s actual quality attributes.
A.Penetration pricing
B.Price skimming
C.Target ROI
D.Competitor based pricing
E.Value pricing
One should be careful with penetration pricing so that the image of the brand is not
tarnished by a low price.
Concentrated target marketing is often used by ________.
A.Large companies to dominate a market
B.Start-up firms to enter a market as a focus player
C.Multinational companies
D.Virtual firms that use internet marketing
E.Large companies to enhance the brand image of their products
Concentrated target marketing involves targeting a large portion of a small market.
Many start-up firms enter a marketplace as a focus player because they are not saddled
with keeping up with competitive demands in the broader market.
Hot and Cold Corp. makes disposable coffee and soft drink cups for use in fast food
restaurants, hospitals, convenience stores and the like. The company is working on a
new product that will biodegrade within five years of being put in a landfill. This
promising new product line would most likely be classified as a ______________.
A.Star
B.Cash cow
C.Dog
D.Problem Child
E.Top Gun
The new technology promises to be important to building the future of the firm. We can
assume that sales of this product will have high growth rate and will soon have high
market share.
The most fundamental criterion in vendor selection is ____________.
A.Serviceability
B.Price
C.Reliability
D.Location
E.Intangibility
The most fundamental criterion in vendor selection is reliability, which is the vendor’s
ability to meet contractual obligations including delivery times and service schedules.
Giovanni’s Gems is a high quality Italian leather goods store in Manhattan. Giovanni
runs an Internet site where people can buy his products and he will charge the same
delivery fee to any location within the 48 contiguous states. Giovanni utilizes
_____________.
A.FOB pricing
B.Uniform delivered pricing
C.Zone pricing
D.Geographically driven pricing
E.None of the above
Many direct-to-consumer marketers practice uniform delivered pricing, in which the
same delivery fee is charged to customers regardless of geographic location within the
48 contiguous states.