Ralph works for a manufacturing company in Ohio. Recently, he called in a department
manager to assist in the purchase of some heavy machinery. After consulting the
department manager, Ralph is considering a change in product specifications and
characteristics and expects suppliers to meet his requirements. Which of the following
is evident here?
A) modified rebuy
B) new task
C) straight rebuy
D) product differentiation
E) reverse auction
An ad for a new convection oven shows a busy professional woman using the
convection oven to cook dinner for her family. Which of the following message
execution styles is illustrated in this example?
A) testimonial evidence
B) slice of life
C) fantasy
D) scientific evidence
E) mood or image
Which term refers to the qualitative value of message exposure through a given
medium?
A) reach
B) turnover rate
C) media impact
D) efficiency
E) frequency
________ means that consumers are likely to remember good points made about a
brand they favor and forget good points made about competing brands.
A) Selective attention
B) Selective retention
C) Cognitive dissonance
D) Selective distortion
E) Cognitive bias
A detailed version of a new idea stated in meaningful customer terms is called a
________.
A) product solution
B) product concept
C) product image
D) product proposal
E) product lining
You receive a report that 68% of your target market has been exposed to your ad
campaign during a given period of time. Which of the following aspects of media
selection is represented by this information?
A) reach
B) frequency
C) impact
D) engagement
E) qualitative value
A company can install a(n) ________ management system to collect, review, evaluate,
and manage new-product ideas.
A) quality
B) innovation
C) content
D) supply chain
E) customer relationship
Which of the following statements is true of the new-product development process?
A) The purpose of the idea screening stage is to create a large number of ideas.
B) Under the business analysis stage, if the new product satisfies the company’s
objectives, the product then moves to the product development stage.
C) A product concept is the way consumers perceive an actual or potential product.
D) The concept testing stage is the stage at which the product and its proposed
marketing program are introduced into realistic market settings.
E) Commercialization is the process of inviting broad communities of people such as
customers, employees, and scientists into the new-product innovation process.
Members of the buying center at Kid’s World, a store for children’s clothing, are
drawing up a list of desired supplier attributes and their relative importance. Next, they
intend to compare several suppliers’ proposals to these attributes. In which step of the
business buying process is the buying center at Kid’s World involved in?
A) general needs description
B) proposal solicitation
C) supplier selection
D) order-routine specification
E) performance review
Assume that a Gucci handbag sells for $60 in Italy and $240 in the United States
because Gucci must add the cost of transportation, tariffs, importer margin, wholesaler
margin, and retailer margin to its factory price. This information indicates that Gucci
faces a ________ problem.
A) dumping
B) tariff
C) licensing
D) product adaptation
E) price escalation
Compare and contrast the four types of products in the societal classification of
products. Provide examples of each.
What are some of the problems associated with matrix approaches?
Explain how the message source affects consumers’ perceptions of the message.
Cultural factors exert a broad and deep influence on consumer behavior. The marketer
needs to understand the role played by the buyer’s culture, subculture, and social class.
Distinguish between culture, subculture, and social class.
Explain the major benefits of direct marketing to both customers and sellers.
Describe the significance of public relations as a mass-promotion tool.
How do people’s views of nature affect marketers?
Describe and compare the four types of customers classified by their potential
profitability to an organization. Explain how an organization should manage each type
of customer.
Explain channel power in a vertical marketing system.