Late majority are product followers that are price-sensitive and risk-averse.
Licensing is a useful form of market entry when companies lack the resources to
establish independent operations in foreign markets.
One of the biggest challenges marketing managers face in viral marketing is
measurement.
AIDA model includes attention, interest, desire, and action.
GoPro initially targeted athletes and other people who identified with excitement and
ruggedness.
Sales promotion can be aimed directly at end-user consumers, or it can be targeted to
members of a channel on which a firm relies to sell product.
Firms frequently rely on combinations of pricing tactics in the marketplace rather than
putting all their eggs in one basket.
To set an exact price for an offering, be it a good or service, marketing managers can
consider few calculations to arrive at the optimal price.
In services marketing there is a Gap Model of Service Quality. The gap refers to
__________.
A. Distance between the understanding of management and employees
B. Employees’ perception of the customer experience
C. Management’s mismanagement of resources to achieve better service quality
D. Misunderstandings between the provider of the service and the customer’s
experience of the service
E. None of these
When Coca-Cola introduced Diet Coke in Japan, sales were poor because Japanese
women don’t like the concept of dieting and associate “diet” with sickness. Sales
improved when the name was changed to Coke Light. This illustrates a problem with
______________.
A. Brand strategy
B. Country-of-origin effect
C. Quality
D. Fitting the product to the culture
E. Manufacturing
Ultimately, ________________ can occur in which channel members experience
disagreements and their relationship can become strained or fall apart.
A. Channel power
B. Channel conflict
C. Expert power
D. Reward power
E. Coercive power
_____________ is a two-way communication process with the goal of securing,
building, and maintaining long-term relationships with profitable customers.
A. Sales promotion
B. Direct marketing
C. Personal selling
D. Publicity
E. Advertising
Objective methods of forecasting do not include _______.
A. Market test
B. Time-series analysis
C. Sales force composite
D. Moving averages
E. Decomposition
One of the benefits of a marketing dashboard is that it fosters an organization that can
be called a(n) _____________.
A. Informational organization
B. Learning organization
C. Quantitative behavioral organization
D. Learn by doing organization
E. None of these
Apple introduced the iTunes store in 2003. On February 6, 2013, Apple announced that
the twenty-five billionth song had been downloaded. Most likely Apple’s iTunes would
be classified as a ________.
A. Star
B. Cash Cow
C. Dog
D. Problem Child
E. Top Gun
_______________ has(have) one of the highest response rates of any direct marketing
channel.
A. Catalogs
B. Telemarketing
C. Interactive marketing
D. Personal selling
E. Direct mail
New purchases of new products are called _______.
A. Original purchases
B. Subliminal purchases
C. Purchase novelties
D. Trial purchases
E. All of these
New-to-the-world products are products that _______.
A. Have been available before but are recycled
B. Are innovative but only slightly different than previous products
C. Have not been available before their introduction to the market
D. Are not disruptive to the marketplace
E. None of these
________ is the way an advertising communicates the information and image.
A. Advertising reach
B. Advertising frequency
C. Advertising wearout
D. Advertising execution
E. Advertising application