Pager, a simple personal device for short messages, became famous in the 1990s.
Troveron Communications launched a pager in the early twenty-first century. Due to the
introduction of mobile phones and text messaging, the pager industry was on a decline.
The company’s innovations were not well received by the market and the product was a
failure. Which of the following is the most likely reason for the product’s failure in this
case?
A) poor launch timing of the product
B) a small and fragmented target market
C) high cost of development
D) social and economic constraints
E) hasty product development
A customer ________ is any occasion on which a customer encounters the brand and
product ‘” from actual experience to personal or mass communications to casual
observation.
A) touch point
B) point of order
C) point of difference
D) pivot point
E) point of parity
When planning communications for a detergent brand, which of the following
sequences of buyer responses should the marketer choose on which to base the
communications model?
A) feel-do-learn
B) do-feel-learn
C) feel-learn-do
D) learn-do-feel
E) learn-feel-do
Christian Louboutin is a footwear designer who launched his line of high-end women’s
shoes in France in 1991. The brand caters to an elite clientele whose satisfaction with
the brand has always been evident. Apart from being high-end, Louboutin footwear
signifies power in elite social circles. Celebrities are often seen sporting “Loubs” at
special occasions, such as movie premieres. This has resulted in people associating
Louboutin footwear with class and power. In accordance with the BrandAsset®
Valuator model, which of the following components of brand equity has Louboutin
fulfilled in this scenario?
A) knowledge
B) energized differentiation
C) esteem
D) advantage
E) presence
What is the traditional view of marketing?
A) Firms should just focus on production because if the products are good then they
will automatically sell.
B) Firms should just focus on production and selling because marketing occurs as a part
of the selling process.
C) Firms should have a proper marketing team that can increase consumers’ awareness
of their products and rouse their interest in them.
D) Firms should price their products as low as possible so that marketing them becomes
easy.
E) Firms should remember that promotion is the most important of the four Ps.
In a(n) ________, the buyer announces something he or she wants to buy, and potential
sellers compete to offer the lowest price.
A) Dutch auction with one buyer and many sellers
B) English auction with one buyer and many sellers
C) English auction with one seller and many buyers
D) sealed-bid auction
E) ascending auction
________ found a highly creative way to address the problem of proliferating plastic
bottles with its “Waste<Less” line and helped farmers grow cotton with less water for
its “Water<Less” line.
A) Calvin Klein
B) Ralph Lauren
C) Ferragamo
D) Levi-Strauss
E) Roberto Cavalli
If Ty chooses a smart phone simply because he perceives it to be rated highest on
megapixels, which he believes is the most important attribute in a smart phone, he is
using a(n) ________ to help make his purchase decision.
A) compensatory model
B) conjunctive heuristic
C) elimination-by-aspects heuristic
D) affect referral rule
E) lexicographic heuristic
________ measure the interest or emotions aroused by exposure to a specific ad or
picture.
A) Tachistoscopes
B) Polygraphs
C) Galvanometers
D) Audiometers
E) GPS systems
Philip Morris bought Miller Brewing and launched low-calorie beer, at a time when
consumers had the impression that low-calorie beer does not taste as good as normal
beer. What did the company try to build when they conveyed the fact that the beer
contained one third less calories and hence it is less filling?
A) points-of-difference
B) points-of-conflict
C) points-of-parity
D) points-of-presence
E) points-of-inflection
When hotels drop their rates on the weekends, this form of price discrimination is
known as ________ pricing.
A) channel
B) image
C) product-form
D) time
E) location
________ describes the net present value of the stream of future profits expected over
the customer’s lifetime purchases.
A) Activity-based costing
B) Customer lifetime value
C) Customer value analysis
D) Customer-perceived value
E) Customer profitability analysis
Patrick J. Robinson and his associates have identified eight stages in the business
buying-decision process. This model is called the ________ framework.
A) buygrid
B) buying/selling
C) seller-centered
D) commercial
E) buy-analysis
With respect to e-procurement, Acosta, Ahold, Best Buy, Carrefour, Family Dollar
Stores, and several other companies joined forces to form a ________ called 1SYNC to
use their combined leverage to obtain lower prices for raw materials.
A) manufacturer’s co-op
B) supplier’s co-op
C) middleman group
D) buying alliance
E) buying cabal
The most common form of marketing organization consists of ________ reporting to a
marketing vice president who coordinates their activities.
A) zonal managers
B) functional specialists
C) product managers
D) area market specialists
E) brand managers
Which of the following statements about brand mantras is true?
A) They guide only major decisions, they have no influence on mundane decisions.
B) Their influence does not extend beyond tactical concerns.
C) They must economically communicate what the brand is and avoid communicating
what it is not.
D) They can provide guidance about what ad campaigns to run and where and how to
sell the brand.
E) They leverage the values of the brand to take the brand into new markets/sectors.
The Marketing Funnel (Scenario)
Amy and Jack were loyal customers of GreenFoods, a local grocery store. However,
after a couple of incidents where they had to return products that were stale and out of
date, the couple decided to try out VeggiesNmore, a chain store that recently opened in
town. Both Amy and Jack must move through each stage in the marketing funnel before
becoming loyal customers.
Amy is in the “aware” stage of the marketing funnel when she says ________.
A) she can try shopping at VeggiesNmore while simultaneously exploring other stores
in the neighborhood
B) she was informed about VeggiesNmore by her colleague at work
C) she regularly shops at VeggiesNmore
D) she shops at VeggiesNmore because the store is easily accessible
E) she was happy with the experience of shopping at VeggiesNmore
Most new-product activities are devoted to ________.
A) changing the target markets
B) developing new-to-the-world products
C) introducing backward integration
D) improving existing products
E) changing the existing market dynamics
For a frequently purchased new product, the seller estimates repeat sales as well as
first-time sales. A high rate of repeat purchasing means customers ________.
A) value price more than differentiation
B) do not support innovation on brands
C) value differentiation more than price
D) prefer personalized products rather than standard ones
E) are satisfied with the product
Mark feels that Shell delivers on its promises to supply the best gasoline possible to the
public. His experiences with Shell have always been good resulting in positive brand
contact. Mark is most likely experiencing brand ________.
A) alliance
B) essence
C) harmonization
D) parity
E) bonding
Jake wants to open a Subway franchise in his small town. To do this, he must pay the
company a ________ fee.
A) slotting
B) title
C) royalty
D) merchandising
E) residual
A brand ________ is a translation of the brand mantra that attempts to creatively
engage consumers and others external to the company.
A) vision
B) extension
C) architecture
D) slogan
E) alliance
Domestic-based export agents perform a valuable service for companies seeking to
enter foreign markets. The primary function of these agents is to ________.
A) carry on exporting activities on behalf of several producers
B) buy the manufacturer’s products and then sell them abroad
C) buy foreign products and sell them in the domestic country
D) seek and negotiate foreign purchases for a commission
E) produce and export products to foreign countries
Advertisements for which of the following product categories would be most effective
when used with a flighting pattern?
A) breakfast cereal
B) detergents
C) beer
D) electric bulbs
E) refrigerator
The stage in the new product process that occurs first and has a pass ratio of 1:4 is the
________ stage.
A) idea screening
B) product development
C) test marketing
D) product soft launch
E) concept testing
Explain the differences between a belief and an attitude.
A cosmetics store sees to it that customers who walk in are assisted by store personnel.
Personnel are trained to ask customers questions, find out what they want, and make
suggestions accordingly. Which of the five determinants of service quality is reflected
here?
Give an example of the use of straddle positioning.
Berry’s is a chain of shoe stores. The company recently reviewed its customer relations
strategy and suggested that the brand communication be consistent across all customer
touch points. What are the various touch points for Berry’s?
What is direct marketing? What are the various channels that direct marketers use?