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A retailer cooperative is a retail firm that is owned by its customers.
One of the shortcomings of direct marketing is that the firm cannot easily measure the
response.
A hybrid consists of unequal parts of goods and services, with services being in the
majority.
If a small Iowa college builds awareness among applicants from Nebraska, increases
the target audience's knowledge about its offerings, communicates in a way that makes
the target audience like it and prefer it to other colleges, builds intent to apply, and gets
the target audience to attend, they are using an AIDA model of consumer responses.
If the physical product cannot be easily differentiated, the key to competitive advantage
lies in the pricing of the related 'services" provided by the manufacturer.
In target-return pricing, the firm adds a standard markup to the product's cost.
The available purchasing power in an economy depends on current income, prices,
savings, debt, and credit availability.
With respect to loyalty status, if a consumer is loyal to two or three brands, he or she is
called shifting loyal.
Angell Healthcare, the world's largest manufacturer of protective gloves and clothing,
adopted a spiral development process, which divided the innovation process into stages
with checkpoints at the end of each stage, to develop products that increased overall
sales from 4.6 percent to 13 percent in a little over two years.
An advantage of the product- and brand-management system is that product and brand
managers focus the company on building market share rather than customer
relationships.
When companies sell on the Internet, price becomes transparent, and price
differentiation between countries declines.
Organizational buying is the decision-making process by which formal organizations
establish the need for purchased products and services and identify, evaluate, and
choose among alternative brands and suppliers.
The number of times within a specified time period that an average person or household
is exposed to an advertising message is known as ________.
A) impact
B) frequency
C) amplitude
D) reach
E) depth
The average click-through in terms of the percentage of consumers who click on a link
for ________ is about 2 percent.
A) search engine optimization
B) pay-per-click ads
C) standard banner ads
D) microsites
E) rich media banner ads
The ________ is the last section of the marketing plan. It spells out the goals and
budget for each month or quarter so management can review each period's results and
take action as needed.
A) executive summary
B) situation analysis
C) marketing strategy
D) financial projections
E) implementation controls
If a marketing researcher wishes to reach those people who would not give personal
interviews or whose responses might be biased or distorted by interviewers, he or she
should use ________.
A) mail questionnaires
B) telephonic interviews
C) online interviews
D) focus groups
E) observational research
A consumer who expresses rational and emotional attachments to a brand to the
exclusion of most other brands has reached the ________ level in the BrandDynamics
Pyramid.
A) advantage
B) relevance
C) presence
D) performance
E) bonding
If demand changes considerably, with a small change in price, the demand is said to be
________.
A) unit elastic
B) elastic
C) inelastic
D) marginal
E) strained
Marketers must see themselves as benefit providers. For example, when a shopper
purchases new shoes, he or she expects the shoes to cover his or her feet and allow him
or her to walk unobstructed. This is an example of what level in the consumer-value
hierarchy?
A) pure tangible good
B) basic product
C) augmented product
D) potential product
E) generic product
The social network which focuses on career-minded professionals is ________.
A) Facebook
B) LinkedIn
C) MySpace
D) Twitter
E) Gawker
Which of the following is NOT one of the reasons consumers are concerned about
privacy?
A) Consumers worry that they will be robbed or cheated.
B) Consumers worry that their information will be used to customize their offers.
C) Consumers believe private information will be used against them.
D) Consumers believe they will be bombarded by solicitations.
E) Consumers believe that children will be targeted by ads.
Indirect exports have two advantages for a firm: less investment and less ________.
A) paperwork
B) intrusion by the government
C) risk
D) competition
E) customer suits
When companies measure the number of people who are willing and able to buy their
products, they are measuring ________.
A) demand
B) price elasticity
C) real needs
D) standard of living
E) disposable income
Most established companies focus on ________ innovation when they aim to enter new
markets by tweaking existing products, or they want to stay one step ahead in the
market by using variations on a core product.
A) incremental
B) continuous
C) spontaneous
D) radical
E) competitive
When a customer places an order at BookBox.com, the company processes the
customer's payment information, sends the order to the nearest warehouse, and ships the
order via FedEx. This is best described as the ________ process.
A) market-sensing
B) customer acquisition
C) customer relationship management
D) fulfillment management
E) new-offering realization
Which of the new four Ps encompasses the old four Ps as well as a range of other
marketing activities that might not fit well into the old view of marketing?
A) programs
B) processes
C) promotion
D) people
E) performance
Which of the following is true about direct investment as a mode of international
expansion?
A) It allows a firm to retain full control over its investment.
B) It yields lower returns than joint ventures.
C) It involves the least amount of risk.
D) It involves the least cost.
E) It does not allow the firm to diversify.
________ is a marketing communications tool that includes a variety of programs to
promote or protect a company's image or individual products.
A) Public relations
B) Advertising
C) Sales promotion
D) Personal selling
E) Direct marketing
Explain how fluctuating demand impacts business markets differently from consumer
markets.
What is a customer-management organization? When should a customer-management
organization be adopted?
How have sellers benefited from market demassification?
What are the six steps involved in the marketing research process?
When asked about their preferred brand of instant noodles outside a supermarket
setting, customers could not remember Nissin's name, but relied on the distinct
packaging to help them spot the noodles while shopping. Describe how this problem
can be addressed through the objective of Nissin's marketing communications.
Give an example of how a hotel can generate customer loyalty at a "customer touch
point."
There are five categories of service offerings depending upon whether or not the service
component is minor or major. In which of the five categories would you place a
haircut?
What is the significance of design for a company's products and services? What are the
advantages of a good design?
What is paid search advertising and why is it increasing in popularity?
