Sometimes marketers are prone to overzealous sales pitches, coupon promotions with
too little stock to handle the demand, and deceptive advertisements. These create a gap
in the service that can be described as __________.
A. Setting expectations that are too high and unachievable
B. Creating an impression that matches the image of the company
C. Using recall, which is important no matter what the results
D. Using communication to generate word of mouth
E. None of these
Inga, marketing manager at Oh, Baby!, a professional preschool center, thinks the firm
should start an after-school program to retain its current clients. This makes sense as she
wants to extend the trusting relationship already established with parents and children.
Most likely, this would be classified as ________ in Ansoff’s Product-Market Matrix.
A. Market diversification
B. Marketing strategy development
C. Market penetration
D. Product development
E. Market development
A(n) __________________ consists of otherwise independent entities that are bound
together legally through contractual agreement.
A. Insourcing arrangement
B. Vertical marketing system (VMS)
C. Corporate VMS
D. Contractual VMS
E. Administered VMS
You are a market researcher at XYZ Corp. To ensure that you conducted high-quality
research you should ________.
A. Remain impartial and objective
B. Google a topic to find information
C. Rely on your gut instincts
D. Figure out the research plan as you go along
E. None of these
The NAICS defines 50 major business sectors that covers all of North America.
Samantha has worked for MJS Marketing for five years and expected a promotion next
month. However, the new product launch that she organized did not go as smoothly as
expected. This was the first time the company had hired an outside firm for promotions
and Sam is worried that will reflect poorly on her. Sam’s terrific boss will most likely
remind her of which concept?
A. Stay flexible.
B. Utilize input, but don’t become paralyzed by information and analysis.
C. Don’t underestimate the implementation part of the plan.
D. Stay strategic, but also stay on top of the tactical.
E. Give yourself and your people room to fail and try again.
Once a customer begins to have a positive experience with a service provider and builds
a relationship with the firm, _______________.
A. Customer loyalty tends to be less than for products
B. Customer loyalty tends to be greater for services than for products
C. Customer loyalty is the same between services and products
D. Customer loyalty is an upward sloping curve that accelerates as it hits the zone of
indifference
E. None of these
______ include independent groups, personal associations, marketer-created
information, and experiences.
A. External information sources
B. Internal information sources
C. Low information sources
D. High information sources
E. Preferred information bases
Firms that manufacture in a foreign market or maintain an extensive sales organization
and distribution network but whose managers still maintain a “domestic first” mind-set
are probably engaged in ________.
A. No foreign marketing
B. Foreign marketing
C. International marketing
D. Global marketing
E. Intergalactic marketing
When consumers see an apple with a single bite taken out of the right side, several
small electronic devices such as iPhones, iPods, or iPads might come to mind. This
occurs because consumers form a _____ between the logo and electronic devices.
A. Perception
B. Brand link
C. Brand association
D. Brand identity
E. Brand connection
Companies often try to draw the attributes necessary to position a firm. The process of
drawing two attributes at a time to visualize the market is called ________.
A. Virtual mapping
B. Perception training
C. Visual mapping
D. Perceptual mapping
E. Flow charting
A firm attempts to find a neutral set point for price that is neither low enough to raise
the ire of competition nor high enough to put the value proposition at risk with
customers. The firm is adopting a(n) _______ strategy.
A. Stability pricing
B. Target ROI
C. Value pricing
D. Average-cost pricing
E. Target return pricing
XYZ brand is the market leader in small appliances. Its brand is also the strongest in the
category and customers identify with the brand. Because of the strength of its brand,
other competitors are finding it difficult to successfully enter the marketplace. This is an
example of the _______ benefit of brand equity for brand sponsors.
A. Perceived quality
B. Brand image
C. Brand connections
D. Perceived bonuses
E. Brand loyalty
In the buying process the “user” is characterized as __________________.
A. The actual consumer of the product
B. The actual leader of the buying group
C. The actual evaluator of the product
D. The consultant to the buying group
E. the one who starts the buying process