The search qualities of a service are the characteristics the buyer can evaluate before
purchase.
Brand differentiation occurs when consumers no longer associate a brand with a
specific product or highly similar products and start thinking less of the brand.
Direct marketers use the RFM formula to select customers according to how much time
has passed since their last purchase, how many times they have purchased, and how
much they have spent since becoming a customer.
Every company’s product line covers a certain part of the total possible range of
products and consumer levels.
PlanetFeedback.com is an example of a government-related public resource, which is
one of the five main ways marketers can research competitors’ product strengths and
weaknesses online.
A firm’s tangible offering to the market includes product quality, design, features, and
packaging.
Department stores only face competition from other department stores as other retailing
forms are not a threat to their sales and profitability.
Commoditization strengthens customer loyalty.
Brand imagery is a consumer’s emotional response and reaction with respect to the
brand.
Out-of-pocket costs are what the customer spends on regular maintenance and repair
costs.
Which of the following would be the best illustration of a secondary belief or value?
A) belief in work
B) belief in giving to charity
C) belief in getting married
D) belief in getting married early
E) belief in being honest
If a producer wants to achieve rapid market penetration through a low-price policy,
while a dealer wants to work with high margins to pursue short-run profitability, the
source of the channel conflict is ________.
A) unclear roles and rights
B) goal incompatibility
C) differences in perception
D) intermediaries’ dependence on the manufacturer
E) strategic justification
In ________ retailing, salespeople are ready to assist in every phase of the
“locate-compare-select” process.
A) self-service
B) self-selection
C) full-service
D) limited service
E) limited-selection
________ brand equity is the differential effect that brand knowledge has on consumer
response to the marketing of that brand.
A) Mission-driven
B) Customer-based
C) Product-driven
D) Service-driven
E) Function-based
Which of the following is a major disadvantage of using the Internet as a marketing
channel?
A) It is less effective for complex products.
B) It lacks convenience and practicality.
C) It cannot be used to reach a wide audience.
D) It is considered expensive.
E) It causes the company to lose direct contact with customers.
________ exhibit replacement cycles dictated by physical wear or obsolescence
associated with changing style, features, and performance.
A) Frequently purchased products
B) High-moving goods
C) Inexpensive products
D) Commodity products
E) Infrequently purchased products
Jaycee was using ________ when his organization tried to win the support of the
leaders of one of his distributors by including them in advisory councils, boards of
directors, and the like.
A) dual compensation
B) employee exchange
C) co-optation
D) joint membership
E) strategic justification
Unistar Inc., is an FMCG company that produces a wide range of offerings such as
grocery items and personal care products. If Unistar wants to estimate the demand for
its new line of body moisturizers, which are all priced at $18, it should opt for
________ research.
A) descriptive
B) exploratory
C) prescriptive
D) causal
E) qualitative
“Truancy should be checked in schools: 1) Strongly disagree, 2) Disagree, 3) Neither
agree nor disagree, 4) Agree, 5) Strongly agree.” This is an example of a ________.
A) Likert scale
B) semantic differential
C) multiple choice question
D) Thematic Appreciation Test (TAT)
E) dichotomous question
________ seeks to determine whether an ad is communicating effectively.
A) Copy testing
B) Flighting
C) Pulsing
D) Frequency capping
E) Square inch analysis
Social media play a key role in earned media. Distinguish between earned media and
paid media.
According to the VALS segmentation system, ________ are conservative, conventional,
and traditional people with concrete beliefs. They prefer familiar, US-made products
and are loyal to established brands.
A) Survivors
B) Strivers
C) Believers
D) Makers
E) Innovators
McDonald’s restaurants inside Walmart stores and Starbucks inside Super Targets are
examples of ________, whose main advantages are that the products can or may be
convincingly positioned by virtue of the associated brands.
A) cooperative marketing
B) cross-promotion
C) retail co-branding
D) ingredient branding
E) feature promotion
Kaya, a chain of skin clinics, requests each new visitor to fill in their own details on a
printed form. This is a step in ________.
A) increasing its peak-time efficiency
B) creating nonpeak demand
C) increasing consumer participation
D) sharing its services
E) facilitating its future expansions
Ultimately, the amount of steel sold to General Motors depends on the consumers’
demand for GM cars and trucks. From the standpoint of the steel manufacturer, which
of the following demand forms is most pertinent?
A) derived demand
B) inelastic demand
C) geographic demand
D) relational demand
E) static demand
The expectancy-value model of attitude formation posits that consumers evaluate
products and services by combining their ________.
A) needs
B) wants
C) desires
D) brand beliefs
E) consuming attitudes
A marketer is interested in segmenting a business market on ________ if the marketer
intends to eventually segment the market based on loyalty and attitudes toward risk.
A) situational factors
B) purchasing approaches
C) personal characteristics
D) operating variables
E) demographic variables
A(n) ________ is a possible product the company might offer to the market.
A) test brand
B) alpha product
C) beta version product
D) product idea
E) product concept
What must a firm do to sustain rapid market share growth?
You have been asked to prepare a product-line analysis for your company’s stable of
products. Why is it important for product-line mangers to do a product-line analysis?
Sally’s is a boutique bakery that specializes in cupcakes. How can Sally’s create channel
differentiation to stand apart from its competitors?
Bicycle store 2Wheels notices that it has a high proportion of low-profit customers, but
doesn’t want to terminate the customer relationship. What can 2Wheels do to make
these customers more profitable?
What is a guerilla attack?
What are the expert recommendations for e-mail responses to customers?
The competing concepts under which organizations have conducted marketing activities
include: the production concept, product concept, selling concept, marketing concept,
and holistic marketing concept. Evaluate the advantages and disadvantages of each
concept. Which concept do you believe is the most effective? Why?
Systems selling is a key industrial marketing strategy in bidding to build large-scale
industrial projects. Competition for these projects is fierce. What are the main areas of
competition for these project engineering firms?
The United States has one of the world’s highest percentages of college-educated
citizens. What can be the possible implications of this observation to the marketing
environment of a US firm?