Buyers expect products to have high ________, which is the degree to which all
produced units are identical and meet promised specifications.
A) durability
B) compatibility
C) conformance quality
D) form
E) performance quality
________ marketers are not just market-driven, they are proactive market-driving
firms.
A) Creative
B) Responsive
C) Inexperienced
D) Laidback
E) Anticipative
Steve has only 20 minutes to have lunch. Although he really likes McDonald’s, the line
is very long and he is concerned that he will not have a chance to get through the line
and eat his lunch before he is due back at work. Steve perceives ________ risk in going
to McDonald’s today.
A) time
B) functional
C) physical
D) psychological
E) social
Gloria goes to the same bagel shop every morning because the workers there remember
her name and remember her order. They always make her feel welcome. The employees
of this bagel shop excel at which of the following determinants of service quality?
A) reliability
B) responsiveness
C) assurance
D) empathy
E) tangibles
A hardware store is interested in reaching people who are characterized by the VALS
system as being practical, down-to-earth, and self-sufficient, who like to work with
their hands, or the ________ category.
A) Believers
B) Strivers
C) Survivors
D) Experiencers
E) Makers
When the total market expands, the market ________ usually gains the most.
A) challenger
B) leader
C) follower
D) nicher
E) entrant
What is the weighted number of exposures of a media schedule that reaches 80 percent
of the target audience, with an exposure frequency of 4 and impact value of 2?
A) 10
B) 160
C) 240
D) 320
E) 640
Identify a benefit of using a joint venture to enter a foreign market.
A) It entails minimum risk.
B) It provides access to an established distribution network in the host country.
C) It yields the highest returns.
D) It retains full control of its investment in the host country.
E) It is the best strategy for countries with psychic proximity.
As a market follower strategy, the ________ emulates the leader’s products, name, and
packaging, with slight variations.
A) counterfeiter
B) cloner
C) imitator
D) adapter
E) innovator
Moving ________ carries risks. The new brand can cannibalize core brand sales and
lower the core brand’s quality image.
A) up-market
B) two ways
C) one way
D) down-market
E) out-market
________ refers to the task of securing editorial space ‘” as opposed to paid space ‘” in
print and broadcast media to promote or “hype” a product, service, idea, place, person,
or organization.
A) Advertising
B) Media planning
C) Communication design
D) Publicity
E) Copy testing
Which of the following is NOT one of the four distinctive characteristics of a mobile
device?
A) It is tied to one user.
B) It allows marketers to personalize messages.
C) It is virtually always “on.”
D) It allows for immediate consumption as it is a distribution channel with a payment
system.
E) It is highly interactive given it allows for geotracking and picture and video taking.
Which of the following equations accurately describes the total number of exposures
(E) of an advertising message through a given medium?
A) E = reach × frequency
B) E = (reach × frequency) / impact
C) E = reach × frequency × impact
D) E = (reach + frequency) / impact
E) E = frequency / reach
________ is a form of online word of mouth, or “word of mouse,” that encourages
consumers to pass along company-developed products and services or audio, video or
written information to others online.
A) Viral marketing
B) Guerrilla marketing
C) Microsite marketing
D) Interstitial marketing
E) Public relations
Identify an economic circumstance that can greatly affect any product or brand choice.
A) retirement
B) values
C) lifestyle
D) borrowing power
E) relocation
________ is the study of how individuals, groups, and organizations select, buy, use,
and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.
A) Target marketing
B) Mind mapping
C) Consumer activism
D) Consumer behavior
E) Product differentiation
Which of the following is most likely to use database marketing?
A) an airline
B) a candy bar manufacturer
C) a fast-food chain
D) a toothpaste manufacturer
E) a hairstylist
The qualitative value of an exposure through a given medium is known as ________.
A) frequency
B) reach
C) amplitude
D) impact
E) range
Top and middle management are primarily responsible for ________ control.
A) annual-plan
B) efficiency
C) profitability
D) technological
E) innovation
The darker side of direct marketing, from a consumer perspective, includes all of the
following EXCEPT ________.
A) irritation
B) unfairness
C) deception and fraud
D) federal regulation
E) invasion of privacy
If your assignment was to create a value proposition and product-price positioning
strategy for each segment, based on the segment’s unique customer needs and
characteristics, you would be in which of the following steps of the segmentation
process?
A) needs-based segmentation
B) segment identification
C) segment attractiveness
D) segment positioning
E) segment “acid-test”
The main advantage of co-branding is that a product may be convincingly positioned by
virtue of the ________ involved.
A) branding synergy
B) increased advertising dollars
C) multiple brands
D) bundled package
E) pure bundling
The ________ market is the part of the qualified available market the company decides
to pursue.
A) potential
B) available
C) target
D) penetrated
E) reserve
Which of the following is the best method of recovering customer goodwill?
A) sending service people to conduct door-to-door surveys
B) contacting the complaining customer as quickly as possible
C) identifying prospective customers from the customer database
D) customizing products according to individual customer need
E) defining and measuring the customer retention rate
When American Airlines decided to review new ideas aimed at first-class passengers on
very long flights, like an ultra high-speed Wi-Fi service and 124 channels of
high-definition satellite cable TV, their first step in the marketing research process was
to ________.
A) develop the research plan
B) define the problem and research objectives
C) collect the information
D) analyze the information
E) make the decision
What valuable functions can brands perform for a firm?
What are fads?
Supermarket chain Reynold’s is considering stocking a number of private-label products
in order to offer customers the lowest possible prices. Explain how this strategy could
benefit the company.
Professor Albert advises his students to purchase the book Microbiology by Pelczar, to
acquaint themselves with the fundamentals of microbiology. What role does he play in
the buying decision of his students?
With respect to positioning, explain points-of-parity and points-of-difference.
Describe the custo Brasil (“the cost of Brazil”).
Product-mix pricing can involve a number of pricing strategies for the brand manager.
List each of these strategies and briefly define each.
As part of the buyer selection process, buying centers must decide how many suppliers
to use. What might motivate a buyer to use multiple sources?
Sandy’s Stores is a small chain of grocery stores located in a few neighboring towns.
The stores have always been largely self-service, but the company is considering
making a switch to full-service stores. What can Sandy’s do to justify this move?
The marketing manager of a firm that manufactures cotton cloth has chosen the bypass
attack as a means of responding to an industry leader. How will the manager go about
launching this type of attack?