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The marketing manager is considering a new advertising campaign for Guzzle
Beverages. He purchases six months of scanner data for Cruncheez Snack Foods, a
company that recently ran a similar campaign. He wants to use this information to
determine their campaigns effectiveness before implementing it for Guzzle. He is using
_________ to research his problem and make an informed decision.
A.Surveys
B.Interviews
C.Government Sources
D.Secondary Data
E.Primary Data
Secondary data is data collected for some other purpose than the problem currently
being considered. In this example, the scanner data for Cruncheez Snack Foods is
already available.
The most prevalent formalization mechanism of a customer-centric culture is
__________.
A.TQM
B.Reengineering
C.CRM
D.ABM
E.The Marketing Dashboard
CRM stands for customer relationship management. For the CRM initiative to become
successful, formalization in terms of culture, structure, processes, and tools is required.
__________ is considered the heart of marketing.
A.Advertisement
B.Branding
C.Product experience
D.After sale service
E.Sales
The primary function of marketing is to deliver value to the customer. The essential
component in delivering value is the product experience, which is why it is considered
the heart of marketing.
___________________ is one of the three distinct advantages of personal selling.
A.Large variety of media
B.Immediate feedback
C.Short term impact
D.Consistent message
E.Elimination of noise
Personal selling offers a distinct advantage over other marketing communication
methods in how it provides immediate feedback to the customer. Customers don't want
to wait for information. Increasingly, they demand accurate information quickly, putting
pressure on companies for immediate, personal communication with a salesperson or
customer service representative.
Coke's distinctive contour bottle design is so unique that the package can be identified
in the dark. Additionally, packaging offers the company the opportunity to present the
trademark, logo, and other relevant information in an appealing and persuasive manner.
This relates to the ______ objective of packaging.
A.Usage Promotion
B.Aesthetic
C.Protection
D.Harmony
E.Communication
The three objectives of packaging are to protect, communicate and promote usage.
Packaging can communicate critical brand messages quickly through color or design
cues and it offers a distinctive competitive advantage. Thus, Coke's distinctive bottle
design is related to the communication objective of packaging.
The _____________ method of organizing the sales force suffers from the major
disadvantage of duplication of effort with salespeople across different products assigned
to the same geographic territory, generally leading to higher sales costs.
A.Geographic orientation
B.Product-based
C.Work load-based
D.Market-based
E.Size-based
Some companies have a separate sales force for each product or product category. The
major disadvantage is the duplication of effort with salespeople across different
products assigned to the same geographic territory. This generally leads to higher sales
costs.
________________ is an example of a technology communication selling activity.
A.Learn relationship selling skills
B.Follow up after customer contact
C.Time management
D.Develop strong supplier alliances
E.Leave voicemail messages
The selling activities that relate to communication and also to technology involve
e-mail, making telephone calls or leaving voicemail messages.
Social class is a variable used in _______ segmentation.
A.Geographic
B.Behavioral
C.Psychographic
D.Demographic
E.None of the above
Social class is a variable used in demographic segmentation. Social class segmentation
involves grouping consumers by a standardized set of social strata around the familiar
lower class, middle class, and upper class.
_____________ is NOT part of the marketing mix.
A.Product
B.Distribution
C.Promotion
D.Price
E.Manufacturing
Manufacturing is an operational function.
Traditionally, logistics was thought of as _____________.
A.Outbound logistics
B.Inbound logistics
C.Reverse logistics
D.Stock out
E.Third-party logistics
Traditionally, logistics was thought of as outbound logistics. That is, it was thought that
logistics started with production and ended with receipt of finished good by the
end-user consumer or business user.
When a company changes the size, shape, or color of a product, it is said that the
company is using _________ differentiation.
A.Style
B.Form
C.Feature
D.Engineering
E.Conceptual
The most elemental method of differentiating a product is to change its form-its size,
shape, color, and other physical elements. Many products considered very similar in
functionality can be differentiated by variations in packaging or product delivery.
Sociologists look for defining events such as wars, major economic upheaval, and
social cultural revolution to create _________.
A.Social movements
B.Marketing opportunities
C.Generational groups for segmentation purposes
D.New product ideas
E.None of the above
Generational groups are created by significant events that lead to the group having
similar needs and wants. Different marketing strategies and programs that can be
developed and executed for different generational groups assume some degree of
homogeneity among the generational cohort.
Dell became so entrenched as a brand of PCs that it has been a bit of a struggle to
extend the brand into other lucrative product lines. This is an example of ________.
A.Doubtful positioning
B.Confused positioning
C.Overpositioning
D.Underpositioning
E.None of the above
Overpositioning occurs when consumers have too narrow an understanding of the
company, product, or brand. Since Dell became entrenched as a brand of PCs, this
indicates an overpositioning error.
The business case analysis is an overall evaluation of a product and usually assesses
________.
A.The product's probability of success
B.The product life cycle
C.The future trends in the industry
D.The demographics of the target market
E.The psychographics of the target market
The business case analysis is an overall evaluation of a product and usually assesses the
product's probability of success. It determines the total demand for the product for a
specified period (usually five years) and develops a cash flow statement.
Form utility is _________________.
A.Marketing's task in creating an offering that has value
B.Production's task in transforming raw material into an offering that has value
C.Management's task in deciding where to distribute the product
D.Marketing's task in deciding how to price the product
E.Marketing's task in deciding how to communicate the product
Form utility is created when the firm converts raw materials into finished products that
are desired by the market.
When advertising gets beyond a certain ad spending level and diminishing returns set in
this is called _____________.
A.Positioning
B.Advertising response function
C.Guarantee of desire
D.Advertising wearout
E.Maximum reach
The effect known as the advertising response function states that beyond a certain ad
spending level, diminishing returns tend to set in and market share stops growing-or
even begins to decline-despite continued spending.
_____________________ is NOT one of the four types of promotional budgets.
A.Objective-and-task method
B.Percent-of-sales method
C.Desire and action method
D.Comparative parity method
E.All-you-can-afford method
A variety of typical approaches to promotion budgeting are used including: the
objective-and-task method, percent-of-sales method, comparative parity method, and
the all-you-can- afford method.
In the consumer's mind, ______________ is/are created through the use of a variety of
tools that build a retail brand image.
A.Retail positioning
B.Assortment
C.Merchandise categories
D.Customer communities
E.Value proposition
For a retailer, the best defense against a strong competitor is a loyal group of customers
who want to shop at a particular retailer. Customer loyalty can be achieved with the
help of retail positioning and it is created through the use of a variety of tools that build
a retail brand image.
