According to the BCG matrix, a business that is classified as a star has high growth and
low market share.
Direct foreign investment is a market entry strategy with the greatest long-term
implications.
The most significant difference between international and global marketing is
management philosophy and corporate planning.
In an ideal supply chain, materials of all kinds are handled as many times as possible.
A good branding strategy can overcome a product that fails to deliver on the value
proposition by infusing it with the brand image.
According to Rostow, a take-off economy is moving from agricultural to industrial and
has banking systems, technology industries, and other skilled industries.
The order of the steps in the AIDA model is not important.
The SpongeBob SquarePants cartoon characters can be found on clothing items, snacks,
and toys, yet the movie producer doesn’t produce any of these items. This is an example
of licensing the brand name to other types of product manufacturers.
Gen Yers tends to value relationships with marketers like State Farm Insurance in
exactly the same way their parents do.
The sales proposal gives the company an opportunity to showcase its unique products,
service, and pricing.
Small companies have to invest a lot of money to go global.
An individual purchases the product for the purpose of making a value decision. He is
in the _____ stage of the product adoption process.
A. Awareness
B. Interest
C. Trial
D. Evaluation
E. Adoption
A big industrial firm is interested in evaluating the potential purchase of a machine. In
order to do this, managers should look at ___________.
A. True cost
B. Total purchase price
C. Total costs over the life of the machine
D. Cost plus insurance on the machine
E. Cost plus the service contract on the machine
A dashboard creates transparency in marketing’s goals, operations, and performance.
This in turn _____________.
A. Leads to smaller marketing budgets
B. Leads to animosity among departments
C. Elevates marketing’s perceived accountability and trust by others
D. Makes marketing look like the hero in the company
E. None of these
____________ are appropriate for intensive distribution, as their sales rely on the
consumer seeing the product, feeling an immediate want, and being able to purchase
now.
A. High-technology goods
B. Durable goods
C. Convenience goods
D. Impulse goods
E. Shopping goods
Market Penetration (%) = Customers Who Have Purchased a Product in the Category
(#) divided by ___________.
A. Total Population
B. Customers Who Have Purchased the Brand
C. Brand Penetration
D. Estimated Market Penetration
E. None of these
Tiffany’s offers many pieces of jewelry at prices below $200. Many consumers would
never enter the store because they think the store’s jewelry costs thousands of dollars.
Tiffany’s is suffering from the error of ______.
A. Underpositioning
B. Doubtful positioning
C. Overpositioning
D. Confused positioning
E. No positioning
______ is a unique set of personal qualities that produce distinctive responses across
similar situations.
A. Attitude
B. Personality
C. Situational state
D. Personal characteristic
E. Mind-set
Jill is considered a(n) ______ when it comes to wine because she has information about
many kinds of wines, places to shop, and other facets of the wine market.
A. Expert
B. Market maven
C. Leader
D. Information haven
E. Member of a reference group
One of the problems with ROMI is that it often focuses on __________ rather than
looking at the effects or changes in brand equity.
A. Long-term decision perspective
B. Short-term decision perspective
C. Relationship marketing
D. Incremental authorization
E. None of these
All internal organizational practices should be aligned around ____.
A. The billing system
B. Management
C. Manufacturing
D. The customer
E. Information technology
The emphasis in regression analysis is not to isolate all factors that affect sales but
simply to identify those that have _________ on sales and then to estimate the
magnitude of the impact.
A. The least dramatic impact
B. The average impact
C. The most dramatic impact
D. The Predictor impact
E. None of these
Although individuals are exposed to 2,000 to 5,000 messages daily, all messages are not
processed, retained, and interpreted because of _________, which helps individuals
focus on what is relevant and eliminate what is not.
A. Selective awareness
B. Selective distortion
C. Selective retention
D. Selective attention
E. Selective hearing
____________ is a microblogging site where users provide short and immediate
insights on how they feel or what they are thinking.
A. Twitter
B. LinkedIn
C. Facebook
D. Google Plus
E. Reddit.com
Occupational segmentation recognizes that _________.
A. Workplace peers are a strong reference group that influence purchasing decisions
B. What kind of products you buy may be related to the kind of job you have
C. The Bureau of Census gives you good ideas on occupational segments
D. There may be needs and wants demonstrated by consumers based on the job they
have
E. All of these.