When one company licenses another to produce its offerings, or two companies jointly
market their complementary offerings, it is called a ________.
A) pricing collaboration
B) product or service alliance
C) promotional alliance
D) logistics collaboration
E) total quality management
The ________ sphere is the number of channel levels, from raw materials to final
product and distribution, in which a company will participate.
A) industry
B) vertical
C) product/application
D) competence
E) market segment
Along which of the following parameters should marketers evaluate communication
options when building brand equity?
A) popularity
B) innovativeness
C) technological sophistication
D) efficiency
E) novelty
________ is the process that turns marketing plans into action assignments and ensures
that such assignments are executed in a manner that accomplishes the plan’s stated
objectives.
A) Marketing implementation
B) Marketing research
C) Marketing analysis
D) Brand management
E) Product management
Which of the following factors forms the basis of assessing sponsorship activities
through supply-side methods?
A) consumers’ brand knowledge
B) impact on sponsor’s bottom line
C) extent of media coverage
D) brand exposure reported by consumers
E) sales pattern of sponsored products
________ refer to groups of individuals who are born during the same time period and
travel through life together.
A) Cohorts
B) Populations
C) Clans
D) Societies
E) Ethnic groups
Identify the elements of a tactical marketing plan for a new kind of cola.
The top rung of the loyalty ladder is the ________ rung.
A) word of mouth/buzz
B) repeat purchase
C) satisfaction
D) evangelism
E) ownership
Leo’s manager has asked him and his teammates to demonstrate caring towards
customers. They are instructed to learn customers’ names, and use names while
interacting with them. Repeat customers should get special attention, and the team
members should remember their preferences and habits. The manager is asking the
team to be ________.
A) assuring
B) candid
C) empathetic
D) reliable
E) responsive
The sales goal set for a product line, company division, or sales representative of an
organization is called ________.
A) sales budget
B) company sales forecast
C) sales quota
D) company sales potential
E) market potential
To which of the following categories of services does a cell phone belong?
A) major service with accompanying minor services
B) major service with accompanying minor goods
C) pure service
D) pure tangible good
E) tangible good with accompanying services
A(n) ________ market share of exactly 100 percent means that a company is tied for
the market lead. A rise in relative market share means the company is gaining on its
leading competitor.
A) overall
B) served
C) potential
D) relative
E) actual
Which of the following is a disadvantage of using the Internet as an advertising
medium?
A) limited audience selectivity
B) increasing clutter
C) lack of interactive possibilities
D) relatively high costs involved
E) fleeting ad exposure time
Services account for nearly ________ percent of global trade.
A) 10
B) 15
C) 20
D) 25
E) 30
Holistic marketing incorporates ________ marketing, an understanding of broader
concerns in the ethical, environmental, legal, and social context of marketing activities.
A) internal
B) cultural
C) social responsibility
D) relationship
E) integrated
A ________ is a direction or sequence of events that has some momentum and
durability; it reveals the shape of the future and can provide strategic direction.
A) fad
B) fashion
C) trend
D) megatrend
E) style
When a symphony orchestra targets people who have broad cultural interests, rather
than only those who regularly attend concerts, the orchestra is targeting ________.
A) market mavens
B) strategic segments
C) supersegments
D) occasion segments
E) psychodemographic segments
Which of the following methodologies takes the list of desired customer attributes
(CAs) generated by market research and turns them into a list of engineering attributes
(EAs) that engineers can use?
A) quality control processes
B) quality function deployment
C) rapid prototyping
D) marketing control
E) control system formation
AT&T’s business campaign not only helped to change public perceptions of the
company, it also signaled to employees that AT&T was determined to be a leader in
telecommunication services. Which principle of internal branding does this example
portray?
A) choosing the right moment to capture employees’ attention and imagination
B) furnishing energizing and informative internal communication
C) bringing the brand alive for employees
D) linking internal and external marketing
E) understanding how brand communities work
Comparative advertising works best when ________.
A) it elicits cognitive and behavioral motivations simultaneously
B) the firm is trying to minimize brand dilution
C) consumers are processing advertising in a detailed, analytical mode
D) it elicits affective motivation, followed by cognitive motivation
E) the advertising message uses negative fear appeals