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There is a big debate that today we operate in an economy that is increasingly focused
on intangible offerings-services-instead of just physical goods.
BMW has used the concept "Ban Boredom" as one of the key benefits of its MINI line.
For the people in the MINI's target market, this is an attractive benefit.
Direct mail is one of the least expensive direct marketing channels.
One of the most important measures for online measurement is click-through rate in
that it measures the final sale in the process.
One of the most important measurement issues is the measurement related to supply
chain. The variables measured have to do with stock-outs, service levels due to on-time
deliveries, and inventory turns.
In a trade show, a manufacturer provides special incentive money to channel members
for certain performances such as running advertisements for one of the manufacturer's
brands or doing product demonstrations with potential customers.
Fred Wiersema's book The New Market Leaders states that marketers will continue to
have more power than customers in both B2B and B2C markets.
Marketers should rely on advertising and exclude other promotional choices.
Marketers can affect learning by providing information using a message, format, and
delivery that will encourage customers to retain the information in memory.
An attitude is a learned predisposition to respond to an object or class of objects in a
consistently favorable or unfavorable way. Attitudes are seldom if ever neutral.
Big M marketing refers to the strategic, long-term, firm-level commitment to investing
in marketing.
The Food and Drug Administration requires all processed-food companies to provide
detailed nutritional information clearly identifying calories, fats, carbohydrates, and
other information. This is an example of a(n) ________ requirement of labeling.
A. Legislative
B. Marketing
C. Legal
D. Industry
E. Consumer
__________ take title to the product.
A. Channel distributions
B. Merchant intermediaries
C. Agent intermediaries
D. Direct channels
E. Indirect channels
In 2007, _______ percent of the workforce was made up of women.
A. 46
B. 35
C. 50
D. 60
E. 65
________ relies on the methodical identification, collection, analysis, and distribution
of data to discover and solve marketing problems or enhance decision making.
A. Studying
B. Market research
C. A market information system
D. Investigating
E. Searching
A stop-to-market mistake happens when __________.
A. A bad idea is allowed to make it to market
B. The screening committee decides to market a product that has a fatal flaw
C. A good idea is pushed forward without knowing the ROI of its execution
D. A good idea is prematurely eliminated during the screening process
E. None of these
The goal of _____________ advertising is to promote an industry, company, family of
brands, or some other issues broader than a specific product.
A. Institutional
B. Product
C. Slice of life
D. Moral
E. Research-based
To ensure the primary data they collected about consumer reactions to their product
were accurate, the makers of Brand X Toiletries hired a single research firm to visit
certain cities in various countries. In the past, the company had used mail and telephone
surveys by local companies in each country to gather data, but it was concerned about
whom these companies were surveying and if they actually fit the demographic and
lifestyle profiles of Brand X's target market. Brand X hired a new research firm to
overcome the _______ problem that can occur when collecting primary data in global
markets.
A. Unwillingness to respond
B. Limited access
C. Unreliable sampling procedures
D. Inaccurate language translation
E. Insufficient comprehension
Dave is a close-up magician who is famous for his card tricks. He creates and sells
DVDs of his magic tricks. Lately he has been having trouble getting the DVDs
produced in a timely manner. The problem occurs in the ________ activity of the value
chain.
A. Inbound logistics
B. Operations
C. Outbound logistics
D. Marketing and sales
E. Service
Two primary goals of any dashboard are ______________.
A. Diagnostic oversight and intuitive insight
B. Diagnostic ability and intuitive market focus
C. Diagnostic insight and predictive foresight
D. Diagnostics and future goals
E. None of these
The _____________ is the distortion or interference that can occur at any stage of a
communication process.
A. Noise
B. Sender
C. Message
D. Spokesperson
E. Media
A marketing manager believes that unpaid communication is seen as more credible than
paid forms. Based on the manager's consideration, ____________ will be the most
appropriate promotional form.
A. Public relations
B. Personal selling
C. Direct marketing and interactive marketing
D. Advertising
E. Sales promotion
Benihana restaurants have the tag line, "an experience at every table." This conveys that
_________.
A. Service is a drama to get customers to new heights of involvement
B. Service is a lot of rote memory by the workers at the restaurant
C. Service is a combination of product excellence combined with some unique product
features
D. Service is not repeatable, so get used to differences at every table of the restaurant
E. Service is easy to create
_____________ is not part of the marketing mix.
A. Product
B. Distribution
C. Promotion
D. Price
E. Manufacturing
_____ is the first step of the AIDA model.
A. Interest
B. Desire
C. Attention
D. Action
The owners of ABC Medical Equipment has been developing the brand equity of their
MRI and CAT scan equipment. Now when someone mentions ABC's machines,
radiologists and hospital purchasing agents usually say that they have heard of ABC's
offerings and are interested in learning more about them. This response signals a
familiarity and potential commitment to the brand. They have achieved the _____
dimension of brand equity.
A. Brand assets
B. Brand association
C. Brand awareness
D. Brand loyalty
E. Perceived quality
More than any other discriminator, style offers the advantage to a company of _______.
A. Being a low-cost differentiator
B. Being easy to do consistently over time
C. Being able to reduce quality with greater style
D. Being difficult for competition to copy
E. All of these
When product is defined in a marketing context, it is _________.
A. The physical tangible product
B. A bundle of demand and supply issues
C. The total asset balancing between buyer and seller
D. The total product experience
E. All of these
Using independent sales agents is referred to as __________.
A. Inbounding the sales force
B. Outbounding the sales force
C. Using the company sales force
D. Transferring sales agents
E. Outsourcing the sales force
