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Public relations has low control of how the message turns out.
Everyone calculates ROMI the same, so when one corporate executive talks about the
concept other people know what his or her measurement is.
Most airlines will not let a customer change a super-low-fare ticket because once the
plane backs away from the gate, the value of the empty seat is zero.
With the all-you-can-afford method, the marketing manager focuses on the competitive
marketplace and specifically on comparing promotion expenditures across all key
competitors in the market to find a budget number that matches.
There are two types of advertising: product advertising and service advertising.
Most companies do a good job of maximizing their existing information.
One of the easiest, most straightforward methods of segmentation is demographic.
The country-of-origin effect is always a positive effect.
The primary advantage of the television home shopping retail format is the ability to
show and demonstrate the product.
Initiators are any individuals, both inside and outside the organization, with relevant
expertise in a particular area that is used by the buying center in making the final
decision.
To create a brand identity there must be real, identifiable, and meaningful differences
among products.
Firms today have learned to be open about products and services with consumers who
have endless sources of information, including blogs, chat rooms, and independent
websites.
The marketing manager of Store Brand Pain Reliever is designing the package for its
new gel-coated capsules. Her main concerns are to design a package that prevents
tampering on the shelf and keeps children from accessing the product without adult
assistance. She is focusing on the ______ objective of packaging.
A. Protection
B. Aesthetic
C. Communication
D. Harmony
E. Usage promotion
____________ has(have) the advantage of high audience selectivity.
A. Online and social media
B. Radio
C. Direct mail
D. Newspaper
E. Television
As the marketing manager for ABC Co. you are charged with developing marketing
strategies for an area that is composed of a diverse population from a variety of
countries. To reach this diverse populace you might want to consider efforts that focus
on specific ________ when generating strategies.
A. Income
B. Education
C. Age
D. Gender
E. Ethnic groups
XYZ intermediary works with large consumer product manufacturers as well as small
local retailers. The company buys large quantities of products from the manufacturers
and sells them in smaller quantities to retailers. XYZ is performing the distribution
function of _________________.
A. Physical distribution
B. Supply chain
C. Supply chain management
D. Breaking bulk
E. Accumulating bulk
Success or failure of a new product is determined by the action of the company. The
factor or factors that increase the likelihood of failure can be described as _______.
A. Poor marketing communications
B. Failure to meet customer expectations
C. Incorrect pricing
D. Failure to identify the value proposition
E. All of these
An account manager for XYZ Research is writing a research report for a client. He
should focus on _________ because they are the key section for the decision maker.
A. Data sources
B. Executive and management summaries
C. Sampling plans
D. Questionnaire design
E. Analysis methods
Social class has declined as a method of segmentation as a result of ______.
A. Higher education rates in the United States
B. Readily available credit flattening the classes
C. The increase in minority consumers
D. Stores appealing to everyone
E. None of these
When a supplier creates a restrictive agreement that prohibits intermediaries that handle
its product from selling competing firms' products, _______________ has occurred.
A. Just-in-time (JIT) inventory control system
B. Materials requirement planning (MRP)
C. Exclusive dealing
D. Exclusive territory
E. Tying contract
_______________, those responsible for managing large accounts, are skilled in
developing complex solutions to a particular customer problem.
A. Technical sellers
B. Key account salespeople
C. Missionary salespeople
D. Trade servicers
E. Telemarketers
_______________________ are the two major types of advertising.
A. Inform and persuade
B. Product and price
C. Institutional and product
D. Humor and fantasy
E. Moral and product
Nadia works for a major soda distributor. Recently the company has begun to discuss
buying a transportation company to move its product from its own manufacturing
facility to the consumer. This is an example of _______________.
A. Insourcing
B. Vertical marketing system (VMS)
C. Corporate VMS
D. Contractual VMS
E. Administered VMS
When a company solicits RFPs from suppliers with an open vendor search, the goal is
to __________________.
A. Get several proposals to help with negotiations
B. Get one good response from a preferred vendor
C. Get as many responses so the firm can focus only on price
D. Get proposals to get competitive intelligence
E. All of these
__________________ is not part of the AIDA model.
A. Attention
B. Interest
C. Desire
D. Action
E. Advertise
Sudan should be classified as being in the __________ stage of development.
A. Traditional society
B. Preconditions for take-off
C. Take-off
D. Maturity
E. High mass consumption
_____ and ______ are the two categories of values.
A. Cultural, social
B. Personal, cultural
C. Religious, personal
D. Family, religious
E. Cultural, family
The product experience is called the ________.
A. Tangible asset of marketing space
B. Focus of consumer attributes
C. Heart of marketing
D. Soul food of marketing
E. All of these
The degree of centralization is a critical decision a firm makes before deciding on an
international organizational structure. Options include _________.
A. Highly decentralized, decentralized, and centralized
B. Highly centralized, centralized, and decentralized
C. Regionalized, highly regionalized, and centralized
D. Decentralized, centralized, and regionalized
E. Regionalized, moderately decentralized, and centralized
