Which of the following is an example of an internal source of information?
A) advertisements
B) past experiences with products
C) recommendations of an opinion leader
D) advice from an expert
________ is the ability of the service provider to respond to the customer’s needs on a
timely basis.
A) Reliability
B) Responsiveness
C) Assurance
D) Empathy
When marketing managers consider the alternative differentiation possibilities and
determine what differential advantages are to be emphasized and communicated to the
target customer, they are engaging in:
A) brand equity.
B) brand positioning.
C) product positioning.
D) product development.
Identify the most popular behavioral variables that are used to form segments.
A) benefits and usage rate
B) occasions and loyalty status
C) user status and loyalty status
D) buyer readiness stage and attitude toward product
Sales promotion activities will be tracked by which area of an organizations marketing
mix?
A) communications
B) distribution
C) price
D) product or service capabilities
Which of the following direct marketing methods has the highest ROI index?
A) direct mail
B) telemarketing
C) catalogue marketing
D) direct e-mail
According to the classification system for global organizational culture as developed by
Hofstede, the degree to which employees are threatened by ambiguity is known as:
A) power distance.
B) uncertainty avoidance.
C) ambiguity tolerance.
D) long-term orientation.
The “flighting” pattern of advertising can be best described by:
A) a continuous pattern of advertising evenly distributed over the period.
B) a basic level of advertising combined with regularly scheduled bursts of advertising.
C) a burst of advertising alternated with a period of no advertising.
D) a basic level of advertising at irregular intervals.
Which of the following is most likely to be a part of the mission of a market research
department?
A) gather, analyze, and interpret information
B) develop training programs for sales personnel
C) create an advertisement campaign
D) evaluate past sales promotion programs
Which of the following would persuade a firm to enter foreign markets?
A) low-growth markets
B) decreased domestic competition
C) increased growth rate
D) sensitive regulations
Costs such as the corporate jet and the president’s salary are examples of:
A) development costs.
B) variable costs.
C) direct fixed costs.
D) overhead costs.
Which of the following pricing strategies is used to gain as much market share as
possible?
A) penetration pricing
B) skimming
C) prestige pricing
D) competitive pricing