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An indirect channel appears to be better than a direct channel when product
customization is important.
Public relations (PR) has more credibility than advertising.
Customer relationship management (CRM) is often used in the context of relationships
that are short term in nature.
A firms customer targets represent a specific group of customers which the marketing
manager wants to persuade to buy the product or service.
A larger number of suppliers within a product category results in a broader price band.
TV is the best medium for action and image advertising.
Marketing managers almost always consult primary sources before embarking on
secondary data collection.
A product form competition, is more inclusive than a product category competition.
Procurement is one of the 4Ps of marketing.
In a mid-size sales organization, typically the vice president of marketing or sales heads
the sales organization.
Customers who fall under the apostle group are usually price-and promotion-sensitive,
and rarely stay with you long enough for them to be profitable.
A typical marketing planning horizon is:
A) one month.
B) six months.
C) one year.
D) five years.
Which of the following is specifically related only to the Zaltman metaphor elicitation
technique (ZMET) focus groups?
A) It involves a professional moderator.
B) It involves usage of images to describe feelings.
C) It can be conducted using videoconferencing.
D) It is a quantitative research method.
Gross rating point (GRP) is a popular counting measure for:
A) television.
B) outdoor advertising.
C) the Web.
D) print ad.
According to the needs hierarchy theory, ________ need is achieving ones own
potential and self-fulfillment.
A) physiological
B) safety
C) ego
D) self-actualization
Which of the following is an example of a functional quality of a service?
A) friendliness of the operator
B) quality of haircut
C) efficiency of the machine
D) time taken by the machine
If there is no legal way to keep competitors out of the market, these costs must be
viewed as sunk costs that do not affect decision making after the product is introduced
into the market. Identify the type of cost being discussed.
A) development cost
B) variable cost
C) direct fixed cost
D) overhead cost
After the customer receives the proposals, the ________ deliberate(s) over the
alternatives and make(s) a choice.
A) CEO
B) user
C) buying center
D) initiators
A middleman who buys from manufacturers and sells to retailers is called a:
A) broker.
B) manufacturers agent.
C) facilitating agent.
D) jobber.
Which of the following best describes a major source of secondary information on
market segments?
A) primary data
B) behavioral data
C) syndicated data
D) focus group data
The central importance of game theory is best described by which of the following?
A) Game theory imposes disciplined thinking on managers.
B) Game theory is the best way of analyzing historical sales data.
C) Game theory is an inexpensive way of anticipating a competitors future strategies.
D) Game theory is easy to learn.
Loyal customers are often more ________ than customers who need price inducements
to switch or become a new customer.
A) price-sensitive
B) price-insensitive
C) critical about quality
D) expensive
Which of the following statements is true about mass media?
A) Personal channels of communication are often called mass media.
B) Television advertising is an example of mass media.
C) Sales force is a communication channel included in mass media.
D) B-to-B companies spend a higher percentage on mass media than consumer-product
companies.
Which of the following statements about the market segmentation approach is correct?
A) This approach would imply the production of standardized products.
B) With this approach, less money is wasted on customers who have low probability of
buying the product.
C) It is the act of choosing which segment or segments to pursue actively.
D) With this approach, none of the segments would necessarily be satisfied because the
typical consumer in each would not feel that the product was right for him or her.
As the price of a product gets closer to customer value,
A) price elasticity will decrease.
B) price elasticity will be unaffected.
C) price elasticity will increase.
D) product will become perfectly inelastic.
Treating each customer separately and giving the perception that he or she is being
treated as a unique segment by sending individualized communications is known as:
A) positioning.
B) mass marketing.
C) one-on-one marketing.
D) selective marketing.
The excitement of a classroom discussion varies with the preparation by both the
instructor and student. If the students or the instructor are unprepared, the quality of the
service is diminished. Which of the basic characteristics of services best describes this
event?
A) intangibility
B) nonstandardization
C) inseparability
D) no physical attributes
Which of the following is true regarding television advertising?
A) It is good for factual (informational) copy.
B) It is the best medium for action and image advertising.
C) It is easy to narrowly target an audience with the help of television advertising.
D) TV advertising is time consuming and reaches limited number of people.
Which of the following analyses aims to group customers that differ from one another
but show considerable similarity within the group?
A) product segmentation
B) SWOT analysis
C) market segmentation
D) perceptual map
Describe the major types of media and the advantages of each.
Define brand equity and list the assets and liabilities underlying brand value.
List and briefly describe the factors that justify why loyal customers are profitable.
List and briefly discuss the seven stages in the organizational buying process that
ultimately lead to a purchase.
Discuss efficient consumer response (ECR) and the continuous replenishment program
(CRP).
List and briefly describe some of the best secondary sources of information.
Write a short note on trade promotions.
How does intangibility affect inventorying services? Explain with an example.
Distinguish between customer promotion, trade promotion, and channel-originated
promotion.
Describe the three major categories of the data collection procedures for concept
testing.
