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The two fundamental approaches to learning include ____ and _____.
A. Coaching, listening
B. Trial and error, coaching
C. Coaching, conditioning
D. Conditioning, cognitive learning
E. Conditioning, trial and error
When a company can show that its product's projected lifetime is high under certain
operating conditions, it is using _____ as a differentiator.
A. Style
B. Performance Quality
C. Form
D. Durability
E. Conformance Quality
__________________ is(are) considered by the customer when making a purchasing
decision.
A. Time invested in the purchasing process
B. Costs incurred by the customer in acquiring that bundle of benefits
C. Opportunity costs of choosing one offering over another
D. Both time invested in the purchasing process and opportunity costs of choosing one
offering over another
E. Time invested in the purchasing process, Costs incurred by the customer in
acquiring that bundle of benefits, and Opportunity costs of choosing one offering over
another
Amanda needs a medium that gives the multiple sensory impact to demonstrate the
offerings of her new day spa. ______________________ media would be her best
choice.
A. Television
B. Newspaper
C. Billboard
D. Magazine
E. All of these will work
There are conditions necessary that a market needs to be able to segment properly. The
item below that is not necessary is _______.
A. Market has to be measurable
B. Market has to be bigger than 10,000 people
C. Market has to be responsive to communications
D. Market has to be reachable via supply chain
E. Market has to be reachable with communications
The account manager of a market research firm is conducting secondary research on
consumer preferences in energy drinks for his clients. His client's drink is 100%
organic, but all of the secondary data he has found contains only beverages that contain
a majority of artificial ingredients. This is an example of the __________ disadvantage
of using secondary data.
A. Timeliness
B. Cost
C. Speed
D. Fit
E. Accuracy
The advantage of geographic sales orientation does not include
______________________.
A. Specialization of labor
B. Lower cost
C. Minimization of customer confusion
D. Simplicity of the geographical structure
E. Minimization of travel time and expenses
Juan Martinez, a researcher for ABC Research Group, is working on crafting a survey
for a client. He is concentrating on framing the questions, selecting response choices,
refining the wording, and determining how many questions to ask. Juan is focusing on
the _________ activity of the research design process.
A. Type of research
B. Nature of data
C. Nature of data collection
D. Information content
E. Sampling plan
One challenge facing companies is to generate new ideas for products. A good source
for new-product ideas come from internal employees from ________.
A. R&D
B. Marketing
C. Manufacturing
D. All of these
E. None of these
Mrs. Butterworth's syrup comes in a bottle shaped like a woman. Many competitor
syrup brands come in teardrop-shaped bottles. The unique shape of the Mrs.
Butterworth's bottle is an example of the ______ objective of packaging.
A. Usage promotion
B. Aesthetic
C. Communication
D. Harmony
E. Protection
There is a danger in the use of dashboards that the company becomes too focused on
tactical measures that may overshadow ____________.
A. Measures of immediacy
B. Measures of tenacity
C. Measures of locus of control
D. Measures of strategic importance
E. All of these
Click-through rates are a commonly used metric. Although these are useful, they do not
indicate _________.
A. If a customer is interested in the product
B. That a customer is on the path toward a final sale
C. Who the clicker is
D. What a click means
E. None of these
______ is not an example of positive nonverbal communication during a presentation.
A. Eye contact
B. Smiling
C. Steady breathing
D. Tone of voice
E. Swaying
A coupon or special offer would contribute to the goal to _______________.
A. Interest
B. Remind
C. Persuade
D. Inform
E. Action
Local Farmers of Tampa Bay is a group of more than 100 farmers who have banded
together to gain cost and operating economies of scale. The Local Farmers group is an
example of a ______ .
A. Retailer cooperative
B. Vertical marketing system (VMS)
C. Corporate VMS
D. Contractual VMS
E. Administered VMS
Really Big Soaps, the market leader in body wash, sell its products around the country
under the same brand. This is an example of _______.
A. Family branding
B. Store branding
C. Stand-alone branding
D. Co-branding
E. National branding
The development of promotion mix strategies, or simply promotional strategies,
involves decisions about _____________________.
A. Elements in the promotion mix
B. Acceptable ROI for the customer
C. Price
D. Product development
E. All of these
David Aaker defines _____ as "a set of assets (and liabilities) linked to a brand's name
and symbol that adds to (or subtracts from) the value provided by a product or service
to a firm or that firm's customers."
A. Brand identity
B. Brand
C. Brand momentum
D. Brand equity
E. Brand symbol
