Salt is an example of a hybrid.
Pepsi used flank attacks when it launched Aquafina nationally (before Coca-Cola’s
launch of Dasani); purchased orange juice giant Tropicana in 1998; and purchased the
owner of Gatorade sports drink in 2000.
If a brand element has the characteristic of being memorable, the brand is credible and
suggestive of the type of person who might use the brand.
Price discrimination in all forms is illegal in the United States.
All services require the client to be present.
The zone of tolerance for a service is the perceived economic benefit in relationship to
the economic cost.
The percentage-of-sales method leads to a budget set by market opportunities rather
than by the availability of funds.
Gray market activities harm distributor relations, tarnish the manufacturer’s brand
equity, and undermine the integrity of the distribution channel.
Online surveys are fast because the survey can automatically direct respondents to
applicable questions and transmit results immediately.
When Ketan went to college he had a burning desire to join a social fraternity; for
Ketan, the fraternity would be a dissociative group.
The response rate is usually very high for mail questionnaires.
Normally, the lower the market-penetration index, the higher the marketing opportunity
in that there is room to grow the brand.
Design thinking requires intensive ethnographic studies of consumers, creative
brainstorming sessions, and collaborative teamwork to decide how to bring the design
idea to reality.
With respect to e-procurement, which of the two types of e-hubs are Web sites
organized around?
A) vertical and horizontal hubs
B) vertical and functional hubs
C) functional hubs and organizational hubs
D) supplier and user hubs
E) manufacturer and supplier hubs
A2Z Inc. is a producer of a wide variety of consumer goods in Brazil. It has
successfully captured a huge share of the domestic market and has been able to create a
very strong brand. It is now considering a foray into foreign markets. Its board of
directors decides to first try out some of its products in the neighboring country of
Argentina. A2Z plans to eventually expand its presence in other countries, after they
analyze the impact of their entry into the Argentine market. A2Z Inc. is following a
________ approach.
A) born global
B) waterfall
C) sprinkler
D) franchisee
E) shotgun
After analyzing their company’s strengths and weaknesses, top managers at Loan Bright
decided that they would serve individual loan officers who typically only wanted to
purchase small sets of homebuyer data, rather than bigger institutional clients. To meet
the needs of this segment, Loan Bright simplified its sales contract, restructured its
advertising efforts to focus on Google ads, and created a separate customer-service
department. Loan Bright’s strategy is best described as a(n) ________ strategy.
A) overall cost leadership
B) focus
C) differentiation
D) diversification
E) promotional
________ activities include those the company undertakes to make the product
accessible and available to target customers.
A) Line extension
B) Segmentation
C) Marketing research
D) Channel
E) New-product development
The fact that Honda described its boxy Element as a “dorm room on wheels,” but then
attracted so many baby boomers that the average age of the Element turned out to be 42
is an illustration of the fact that baby boomers may be ________.
A) male-oriented
B) female-oriented
C) Young Digerati
D) Cosmopolitans
E) psychologically young
Customers today want separate prices for each service element, and they also want the
right to select the elements they want. Customers are said to be pressing for ________
services.
A) complementary
B) perishable
C) variable
D) unbundled
E) shared
Time-series analysis based on past sales breaks past time series into four components ‘”
trend, cycle, seasonal, and ________.
A) regular
B) annual
C) erratic
D) recurring
E) periodic
Which of the following is true about trends in worldwide population growth?
A) Birthrates are on the rise in developed countries.
B) Overall, the world population growth is declining.
C) Birthrates are on the rise in developing countries.
D) Death rates are rising in developing countries.
E) Population growth is highest in developing countries.
Rachel and Josh are on vacation in Hawaii. When they arrived at the hotel, they were
offered chilled juice. Their check-in formalities were handled by the staff. When they
entered their room, they saw that chocolates had been placed on the pillows and a
flower arrangement on the table. These are examples of customer ________.
A) lifetime value
B) perceived value
C) value analysis
D) profitability analysis
E) touch points
American businessman King Gillette pioneered the sales model in which razor handles
were given away for free or sold at a loss, but sales of disposable razor blades were
very profitable. This is known as the ________ model.
A) two-tiered pricing
B) predatory pricing
C) cross selling
D) loss leading
E) product churning
________ out of every 10 US consumers owned a smart phone in 2014.
A) Two
B) Four
C) Six
D) Eight
E) Ten
MPR can build credibility by placing stories in the media to bring attention to a
product, service, person, organization, or idea.
The management of Raleigh Bicycles observes that the company’s selling costs are
affected by the increased number of visits that salespeople make to meet dealers. The
company decides to reduce its personal selling costs by making sales calls to dealers via
telephone. This marketing strategy used by Raleigh is an example of ________.
A) inbound telemarketing
B) search marketing
C) internal marketing
D) outbound telemarketing
E) paid-search marketing
With ________, respondents see different hypothetical offers formed by combining
varying levels of the attributes, then rank the various offers.
A) gap level analysis
B) conjoint analysis
C) perceptual mapping
D) concept testing
E) morphological analysis
When a public relations department of a company advises management about public
issues, and company positions and image during good times and bad, it is performing
the function of ________.
A) counseling
B) corporate communications
C) product publicity
D) lobbying
E) press relations
________ is the period of slow sales growth and nonexistent profits.
A) Growth
B) Decline
C) Maturity
D) Introduction
E) Stagnancy
Which financial projections include three estimates (optimistic, pessimistic, and most
likely)?
A) sales forecasts
B) risk analyses
C) expense forecasts
D) break-even analyses
E) per-unit variable costs
Walmart has decided to hire extra clerks during the holiday season. It is said to be
________.
A) matching its supply with the existing demand
B) generating nonpeak demand
C) increasing its customer participation
D) sharing its services
E) facilitating for its future expansion
The firm’s success depends not only on how well each department performs its work,
but also on how well the various departmental activities are coordinated to conduct core
business processes. List and briefly describe the five core business processes.
List the six criteria used in creating brand elements.
What do you understand by the term market partitioning?
When Indu’s company printed the ad for their perfume in the newspapers, the caption
read, “WAS $100, NOW $75.” What kind of a promotional pricing did her company
use?
Identify the major reasons why new product failures occur.
Briefly describe the advantages of direct investment.
Why do companies need to search for practical means to harness renewable sources of
energy like wind and water?
You are appointed as the B-to-B sales representative of a manufacturing company. What
are the various tasks that you will have to perform as a B-to-B salesperson?
How do the stages in a product’s life cycle influence the marketing communications
mix?
Define internal marketing and its role in the company. Outline how various departments
within the company can demonstrate a customer focus.