The Delphi method of forecasting is implemented by forming a jury of experts from a
diverse population.
A merchant establishment operated by a concern that is engaged primarily in buying,
taking title to, usually storing and physically handling goods in large quantities, and
reselling the goods to retail or to industrial or business users is known as wholesaler.
The channel stops at the loading platform and what happens afterward is the buyers
responsibility.
There are two broad categories of channels: direct and indirect channels.
A level of competition that includes all products or services that the customer views as
fulfilling the need requiring satisfaction on a particular purchase or use occasion is
known as budget competition.
The number of GRPs attained by a TV schedule is the product of the reach and the
frequency. In this case, frequency is the number of times the commercial is aired.
The most important problem associated with a panel is panel conditioning.
A basic level of advertising combined with regularly scheduled bursts of advertising is
known as “flighting” pattern of advertising.
Channel members have significant bargaining power over the marketing manager when
the channel has high switching costs.
Which of the following is a multivariate statistical procedure to reduce a set of variable
to a smaller set that retains most of the information of the original set?
A) cohort analysis
B) regression analysis
C) cluster analysis
D) factor analysis
Which of the following statements is true regarding customer loyalty?
A) Loyal customers are more expensive to serve.
B) Loyal customers stimulate revenue growth.
C) Loyal customers are highly price sensitive.
D) Retained customers are less profitable than the switchers.
Ingredient branding is a special case of:
A) co-branding.
B) sub-branding.
C) umbrella branding.
D) distinct product branding.
Which of the following is the first step in the customer behavior model?
A) search for alternatives
B) evaluation of alternatives
C) need recognition
D) cognitive dissonance
Procter & Gamble ran a repeat-purchase-oriented promotion for its Pampers brand of
disposable diapers, where parents obtained points from each purchase redeemable for
Fisher-Price toys. This is an example of:
A) sampling.
B) premiums.
C) spiffs.
D) rebates.
The value of a brand name in communicating quality or other aspects of the product is
called:
A) value equity.
B) brand equity.
C) brand position.
D) strategic value.
Which of the following statements is true regarding a direct fixed cost?
A) The corporate jet expenditure is an example of a direct fixed cost.
B) These costs are not associated with individual products.
C) These costs do not vary with sales volume.
D) These costs are spread out over many years and sometimes different products.
Which of the following statements is true about a direct channel?
A) A company may have independent parties participate in a direct channel.
B) The channel members have direct contact with the end customers.
C) Usually, direct channels can reach more customers than indirect channels.
D) Microsoft selling its products through Best Buy is an example of a direct channel.
A term used by economists for “all else remaining equal” is:
A) caveat emptor.
B) ceteris paribus.
C) carpe dieum.
D) capex infiniti.
“Endcaps” refer to:
A) displays in the front of the store.
B) displays in the store aisles themselves.
C) a sign hanging on the shelf with information, usually about a special price.
D) end-of- aisle displays.
The expected length of time a customer will remain active is known as:
A) win-back rate.
B) survival rate.
C) lifetime duration.
D) retention rate.