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Which of the following is one of Hofstede's four cultural dimensions that differentiate
countries?
A) customer relationship management versus power distance
B) strategic management versus marketing management
C) weak versus strong uncertainty avoidance
D) total quality management versus JIT deliveries
E) marketing management versus customer relationships
Which of the following gains the most benefit from introducing a frequency program?
A) the first company to introduce a frequency program in an industry
B) the fast follower, the second to introduce a program in an industry
C) the industry sales leader
D) the niche player in the industry
E) the low-cost leader in the industry
The decline in the average cost of production with accumulated production experience
is called the ________.
A) demand curve
B) supply chain
C) learning curve
D) value chain
E) indifference curve
________ is a distribution strategy that can be effectively used during the growth stage
of the product life cycle.
A) Building product awareness
B) Phasing out unprofitable outlets
C) Building selective distribution
D) Building intensive distribution
E) Stressing on brand differences
Which of the following is the strongest differentiator for brick-and-mortar stores who
want to emphasize their superiority over online retailers?
A) product quality
B) the shopping experience
C) product range
D) pricing
E) the retailer's reputation
________ agree to manage a company's export activities for a fee.
A) Cooperative organizations
B) Domestic-based export agents
C) Export-management companies
D) Domestic-based export merchants
E) Contract manufacturing organizations
The ________ attack attempts to capture a significant share of the consumer market by
launching a grand offensive on several fronts.
A) frontal
B) bypass
C) flank
D) encirclement
E) guerrilla
Which of the following is true regarding a marketing audit?
A) It focuses primarily on a firm's macromarketing environment.
B) It identifies the most-needed improvements and incorporates them into a
corrective-action plan with short- and long-run steps.
C) It is less effective at locating the real source of a problem than a functional audit.
D) It analyzes only those marketing activities that have failed to produce adequate
results.
E) It relies solely on company managers for data and opinions.
A firm that is willing to maintain its market share, and not attack the leader and other
competitors in an aggressive bid for further market share, is known as a market
________.
A) challenger
B) leader
C) follower
D) nicher
E) entrant
Which of the following is one of the elements of a site's ease of use?
A) Individual pages are clean and not crammed with content.
B) The first page is easy to understand.
C) Typefaces and font sizes are very readable.
D) The site makes good use of color.
E) The site has user-centric privacy controls.
During Jill's market research study, many customers indicated that traditional oven
mitts made it very difficult to hold baking dishes, resulting in frequent spills. Jill
brought her findings to the research department, and her company leveraged its
engineering and design competencies to develop a new handheld hotpad that allows for
significantly greater dexterity in handling hot cooking implements, while protecting the
cook from burns. This is an example of the ________ element of the holistic marketing
framework.
A) integrated marketing
B) value creation
C) negative demand
D) value networking
E) value focus
When Volvo runs ads suggesting that its cars are the safest that money can buy, it is
trying to ________.
A) segment the market
B) provide a service
C) enter a new market
D) develop brand loyalty
E) position its product
Jeanine would like to own a Mercedes but is unable to afford one at this time. Jeanine is
part of the ________ market for this product.
A) potential
B) available
C) target
D) projected
E) penetrated
What is the second phase of the value creation and delivery sequence?
A) choosing the value
B) providing the value
C) communicating the value
D) calculating the value
E) calibrating the value
Compensation plans may need to vary depending on the type of salespersons. Which
type of salesperson benefits from multi-tier targets that serve as stepping stones for
achievement and sales contests with prizes that vary in nature and value?
A) stars
B) core performers
C) dogs
D) cash cows
E) laggards
Which of the following is NOT one of the guidelines for managing luxury brands?
A) Besides brand names, other brand elements '” logos, symbols, packaging, signage '”
can be important drivers of brand equity for luxury products.
B) Secondary associations from linked personalities, events, countries, and other
entities should be avoided.
C) Luxury brands must employ a premium pricing strategy, with strong quality cues
and few discounts and markdowns.
D) All aspects of the marketing program for luxury brands must be aligned to ensure
high-quality products and services and pleasurable purchase and consumption
experiences.
E) Luxury brands must carefully control distribution via a selective channel strategy.
Susanna wanted to check out a new salon in her locality, so she decided to go for a hair
styling session. She was very happy with the way her stylist connected and related with
her concerns. She is judging the service based on its ________.
A) promotional marketing
B) functional quality
C) technical quality
D) search qualities
E) external marketing
Which of the following is NOT one of the possible consumer reference prices?
A) typical price
B) actual future price
C) last price paid
D) expected future price
E) upper-bound price
Which of the following is a disadvantage of using a percentage-of-sales method to
determine the marketing communications budget?
A) It discourages stability when competing firms spend approximately the same
percentage of their sales on communications.
B) By using a percentage-of-sales method, communication expenditures tend to be
extremely high irrespective of what a company can afford.
C) It discourages management from thinking of the relationship among communication
cost, selling price, and profit per unit.
D) Dependence of the percentage-of-sales method on year-to-year sales fluctuations
interferes with long-range planning.
E) The percentage-of-sales method views sales as the result in itself rather than the
determiner of communications.
When a firm uses an established brand to introduce a new product, it is called a brand
________.
A) harmonization
B) valuation
C) extension
D) positioning
E) parity
________ helps companies manage and monitor online reviews using a process called
device fingerprinting.
A) Gawker
B) Bazaarvoice
C) Metacritic
D) Angie's List
E) Technorati
A market leader on the look out for more usage from existing customers should focus
on increasing the frequency of consumption and ________.
A) decreasing the product price
B) the product line
C) the amount of consumption
D) decreasing production turnover time
E) diversifying into unrelated markets
Provide four examples of companies that used solutions to service failures.
Name the three choices that companies have for setting prices in different countries.
Belling is a chain of coffee shops. Give an example of a point-of-parity and a
point-of-difference for the company.
GameTech International Inc. engages in the design, development, and marketing of
interactive electronic bingo systems primarily in the United States. Some top managers
want to collect sales-wave research, but others disagree, offering several disadvantages.
List these disadvantages.
If the ratio between current and potential levels of market demand is close to one, what
can you infer about the industry's market-penetration index and the growth potential of
the firms in the industry?
International companies must decide how much to adapt their marketing strategy to
local conditions. Identify and explain the two strategies companies can use.
Cell phone manufacturer LZT has to choose between two options for sourcing parts:
Japan-based Keiko Inc. and US-based Global Tech. How can Keiko reduce the total
customer cost for LZT?
As a marketing controller of a company you have been asked to develop a
customer-performance scorecard for your company's toy division. List three measures
you might include.
Why is direct mail popular among marketers? What are its weaknesses?
List the four groups of consumers based on loyalty status.
