Personal channel of communication includes direct contact, such as a sales force or
salespeople in a retail channel.
Marketing managers’ interactions with suppliers are treated as external transactions.
The large advantage of company- owned stores is that the financial risk involved is
limited.
When service recovery is necessary, customers are happy.
Exploratory research is generally used to understand how customers use products in
everyday life.
The 80-20 rule in marketing is that 20% of the company’s profits are provided by 80%
of its customers.
Because services are characterized by the inseparability of production and consumption,
service organizations must be physically present when the service is delivered or
engage others to be present.
Primary information sources are those that already exist.
Which of the following is one of the internal factors that have a major effect on the
performance of salespeople?
A) changes in technology
B) the quality of the sales management
C) economic shifts
D) changes in customers’ tastes and buying behavior
Which of the following methods of determining the optimal sales force size is based on
the ability to calculate the total amount of work necessary to serve the entire market?
A) breakdown method
B) workload method
C) marginal economic method
D) breakout method
Some channel members seek out and interact with customers. Independent agents and
wholesalers develop retail accounts for products. This channel function is known as:
A) contact.
B) communications.
C) negotiation.
D) risk taking.
Wholesalers try to deliver products to customers in lot sizes that match their needs.
Identify this channel function.
A) communications
B) matching/customizing
C) risk taking
D) relationship management
The general strategies in mature markets are similar to those in which other markets?
A) monopsony markets
B) growth markets
C) declining markets
D) established markets
A scanner panel is related to the purchase of:
A) computer hardware.
B) groceries.
C) electronic products.
D) financial services.
Which of the following is a major function of marketing research?
A) develop the budget for a promotional program
B) scan for opportunities and threats
C) develop a marketing strategy
D) conduct industrial espionage
Which of the following influences the decision about which supplier is chosen?
A) the initiator
B) the influencer
C) the decider
D) the purchaser
A customer’s perception of one brand in relation to its competitors is indicated by:
A) emotional branding.
B) brand position.
C) brand equity.
D) brand recall.
Which of the following is a generalization of the time-series extrapolation model that
includes independent variables other than time?
A) regression analysis
B) leading indicators
C) exponential smoothing
D) econometric models
A ________ approach classifies competitors based on customer attitudes and behaviors.
A) customer-based
B) supply-based
C) market-based
D) demand-based
________ attributes are characteristics, the quality of which may not be determined
even after consumption because the customer lacks the expertise to make an evaluation.
A) Credence
B) Experience
C) Solution
D) Search
Which of the following statements is true regarding secondary data sources?
A) Data collection from secondary sources is time consuming.
B) It is usually less expensive than primary data.
C) The data gathered is tailored to the manager’s needs.
D) Secondary data sources are usually consulted after exhausting primary sources.
Day of week is an evaluation that is most related to these categories of business.
A) fast food, utilities, long-distance telephone service
B) retail shopping, movies
C) ice cream, soft drinks and cold remedies
D) durable goods’ replacement cycles
While formulating marketing strategy, companies such as Amway, Tupperware, and
Mary Kay Cosmetics differentiate on the basis of:
A) retail sales as opposed to door-to-door.
B) door-to-door as opposed to retail sales.
C) retail sales as opposed to mass marketing.
D) mass marketing as opposed to customized marketing.
An organization spends heavy research and development and has a product focus. This
organization is likely to have a ________ driven approach to the marketplace.
A) sales
B) marketing
C) customer
D) technology
Which of the following best describes the type of information a marketing manager
would need to know when determining the competitor’s major objectives?
A) whether they are pursuing growth or profit-related objectives
B) the demographics of the competitors’ employees
C) the demographics of the competitor’s CEO
D) the contributions to nonprofit organizations in the previous year
The personal computer will fall under this category of new products.
A) classically innovative products
B) new category entries
C) line extensions
D) improved products
According to the VALS system developed by SRI International, ________ are both
unsure about themselves and low in socioeconomic status.
A) strivers
B) survivors
C) makers
D) thinkers
Many services are performed by humans. As a result, they can vary from purchase
occasion to occasion. This characteristic of services is referred to as:
A) inseparability.
B) intangibility.
C) nonstandardization.
D) difficulty of inventorying.