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A marketing manager calls a market research firm stating that her company is losing
sales to competitors. She says her company needs help with the ________ stage of the
market research process.
A. Defining the research problem
B. Establishing the research design
C. Searching secondary sources
D. Collecting the data
E. Analyzing the data
MRO supplies, materials, repairs, and operational supplies and services are generally
purchased through a ______________.
A. Modified rebuy
B. New purchase
C. Bid at time of need
D. Straight rebuy
E. Contractual rebuy
Gap 5 in the Gap Model of Service Quality is unique in that it is the only gap that
occurs _______________.
A. Between management's and customers' expectations
B. Between consumers' expectations and the perception of the service they receive
C. Without research to back it up
D. In small businesses but not in larger ones
E. None of these
Keisha is in charge of overseeing the flow of activities among several entities for
Walmart. Her main objective is to coordinate these value-adding activities in a way that
adds value. She is in charge of _______________.
A. Physical distribution
B. Supply chain
C. Supply chain management
D. Breaking bulk
E. Accumulating bulk
___________ rewards are those controlled and given by people other than the
salesperson, such as managers and customers.
A. Intrinsic
B. Bonus
C. Contest
D. Extrinsic
E. Subjective
Product followers are price-sensitive and risk-averse. They purchase older generation or
discontinued models with lower prices and fewer features. This group of adopters is
called the _____________.
A. Laggards
B. Unsure
C. Tried and true
D. Late majority
E. Cheap and cheerful
______ is more focused on specific customers than other nonpersonal communication
media.
A. Advertising
B. Direct marketing
C. Public relations
D. Both advertising and direct marketing
E. Advertising, direct marketing, and public relations
When you talk about the service encounter, you are talking about ______________.
A. The period in which the service provider is trying to obtain information about the
customer
B. The period of time between ordering the service and delivery of the service
C. The period during which a customer interacts in any way with a service provider
D. The experience of the employee with the customer
E. None of these
Veggie Vitality will send retailers a check if they promote its vegetable-based smoothies
in the retailer's promotional efforts. Veggie Vitality uses ______________.
A. Cash discounts
B. Trade discounts
C. Quantity discounts
D. Seasonal discounts
E. Promotional allowances
_________ is the synchronized movement of goods through the channel.
A. Intermodal transportation
B. CRM
C. The supply chain
D. Containerization
E. Shipping
