In the initial introduction of the Prius, Toyota put much effort into building awareness
of the emerging need for hybrid cars and also educating potential customers about what
a hybrid car actually is. This is an example of the ________ stage in the AIDA model.
A. Attention
B. Interest
C. Desire
D. Decision
E. Action
Marketers use geographic segmentation because ____________________.
A. People are different based on where they live
B. Geography determines one’s likes and dislikes
C. Consumers respond differently to marketing strategies and programs based on
where they live
D. The East Coast, West Coast, and Midwest are the most important market segments
based on size
E. It is the most important way to segment markets
_____ is a ranking of individuals into harmonized groups based on demographic
characteristics such as age, education, income, and occupation.
A. Class
B. Social class
C. Reference group
D. Class structure
E. Household life cycle (HLC)
Request for proposal (RFP) is the process of ___________.
A. Getting sellers to lower the price
B. Asking for new business
C. Enticing suppliers to join the supply chain
D. Putting product specifications into a document for distribution
E. Your mother telling you it is time to get married
Most of the time _________________.
A. Subjective methods of forecasting are best
B. Quantitative methods of forecasting are best
C. One method of forecasting is best under all conditions
D. Multiple methods of forecasting should be used to cover all your bets
E. None of these
SERVQUAL is __________.
A. An instrument to measure employees in a service environment
B. A questionnaire that can be used to track packages as they cross the United States
and the world
C. A questionnaire that compares the importance and performance of a firm in service
quality
D. An instrument to measure the deviations of quality from the norm on a scale from 1
to 10
E. None of these
Successful telemarketing campaigns contain the element of _______________.
A. Accessing to an accurate list of qualified prospects
B. Having the prospect being persuaded to act immediately
C. Engaging the prospect with the highest ethical standards
D. Both accessing to an accurate list of qualified prospects and having the prospect
being persuaded to act immediately
E. Accessing to an accurate list of qualified prospects, having the prospect being
persuaded to act immediately, and engaging the prospect with the highest ethical
standards
Andrew wants to fire a manager in the Dijon, France, office of his company. He
recently found out that French law makes it difficult to terminate employees. This
would be identified in the _______ section of a global research report.
A. Economic
B. Cultural, societal
C. Business environment
D. Political, legal
E. History, geography
Cannibalization is the concept that describes __________.
A. The loss that occurs from a new product introduction on existing products
B. When revenue is lost to a competitor
C. The loss of unit sales to a new advertising campaign of a competitor
D. The loss that occurs from a brand maturing
E. None of these
Americans are turning to healthier eating styles, which can be seen in most restaurants
with new low-calorie and low-carb menus. This is an example of the ________ lifestyle
trend in the United States.
A. Diet friendly
B. Healthy living
C. Health awareness
D. Health-conscious eating
E. Healthy habits
Demographic segmentation is one of the most popular segmentation approaches
because _________.
A. It is readily measurable
B. Customer needs and wants tend to vary with some degree of regularity based on
demographic differences
C. It uses the easily identifiable characteristics of human populations such as age or
income
D. It is easy to measure the variables like age or income
E. All of these
Shabreka likes to shop in a designer boutique located in a city 30 miles from her home.
This store offers _________ utility.
A. Time and place
B. Form and time
C. Ownership
D. Form
E. Place
In a push strategy ________________________.
A. The focus is on end users
B. Members of the channel are targeted for promotion
C. Members typically rely on advertising
D. End users drive the distribution of the new product
E. All of these
The marketing managers of Sean’s Smoothies need to conduct some exploratory
research to help them develop a survey for some descriptive research in the future. The
best data collection technique for this research would be ________ because the firm has
time and is worried that talking to multiple customers simultaneously may taint the
results.
A. Focus groups
B. In-depth interviews
C. Experiments
D. Surveys
E. Observation
__________________ is one of the three distinct advantages of personal selling.
A. Large variety of media
B. Immediate feedback
C. Short-term impact
D. Consistent message
E. Elimination of noise
Reliability when referring to service quality means that _________.
A. The service is performed right the first time and every time
B. The service is variable and has different outcomes due to employee variation
C. Each time a service is performed the customer is asked about his or her perception
of the service quality
D. The automobile service department should show you the broken parts when they fix
your car
E. None of these
______ is not an example of negative nonverbal communications during a presentation.
A. Swaying
B. Stuttering
C. Hands in pockets
D. Fidgeting
E. Tone of voice