Some high-volume products may have such high handling costs that they are less
profitable and deserve less shelf space than low-volume products.
Full-service retailers generally have the lowest costs of all retail types.
One-sided presentations that praise a product are found to be more effective than
two-sided arguments that also mention shortcomings.
According to Maslow’s hierarchy of needs model, recognition, self-esteem, and status
constitute a person’s social needs.
Environmental concerns matter to consumers, and they expect companies to make
changes to address their concerns.
The customer-value hierarchy consists of the basic product, core benefit, expected
product, augmented product, and the consumption system.
J.D. Power found that consumers who were “delighted” with an automotive
manufacturer’s Web site were more likely to test drive one of its vehicles as a result.
Retailers can target their customers more effectively by using only a single channel to
reach them.
Under the BrandZ model of brand strength, customers who are bonded to the brand
believe “nothing else beats it.”
The most effective advertising strategy for an extension emphasizes the parent brand.
Major cell manufacturers have released phones with digital photo and video capabilities
and GPS. This is an example of converging industry trends to introduce hybrid products
that are new to the market.
In the hotel industry, primary service features include merchandise for sale, free
breakfast buffets, and loyalty programs.
In buying alliances, participants offer to trade goods or services.
All of the following are benefits of following the ________ approach to target market
selection: a strong knowledge of the segment’s needs, a strong market presence,
operating economies through specializing in production, distribution, and promotion.
A) single-segment concentration
B) selective specialization
C) product specialization
D) market specialization
E) full market coverage
According to BrandAsset® Valuator model, esteem and knowledge, the two pillars of
brand equity together create brand ________, a “report card” on past performance and a
current indicator of current value.
A) stature
B) parity
C) strength
D) personality
E) architecture
The role of marketing in the organization is changing. Traditionally marketers have
played the roles of ________, charged with understanding customers’ needs and
transmitting their voice to various functional areas.
A) middlemen
B) opinion leaders
C) clients
D) influencers
E) end consumers
Which of the following criteria relates to the company having the internal resources and
commitment to feasibly and profitably create and maintain the brand association in the
minds of consumers?
A) differentiability
B) peculiarity
C) desirability
D) believability
E) deliverability
Which of the following sources of a spokesperson’s credibility describes his or her
attractiveness?
A) expertise
B) trustworthiness
C) likability
D) integrity
E) experience
A field-service firm is a ________ research firm.
A) custom marketing
B) syndicated-service
C) specialty-line marketing
D) consumer marketing
E) social marketing
________ refer(s) to logos, symbols, characters, and slogans that service providers use
in order to make the service and its key benefits more tangible.
A) Brand engagement
B) Brand orientation
C) Brand elements
D) Brand loyalty
E) Brand equity
Which of the following retailer practices involves buying more units than needed of a
product under a sales promotion in a region where the manufacturer offers a promotion
deal and shipping the surplus to their stores in non-deal regions?
A) diverting
B) panic buying
C) hoarding
D) stockpiling
E) forward buying
Which of the following is an example of a personal selling communication platform?
A) sales presentations
B) company blogs
C) telemarketing
D) TV shopping
E) press kits
Cognitive psychologists believe that memory is ________, so that once information
becomes stored in memory, its strength of association decays very slowly.
A) highly perceptual
B) somewhat collective
C) highly communicative
D) often reflective
E) extremely durable
Nivea became the leader in the skin cream class on the “gentle,” “protective,” and
“caring” platform. The company further moved into classes such as deodorants,
shampoos, and cosmetics. Attributes like gentle and caring were of no value unless
consumers believed that its deodorant was strong enough, its shampoo would cleanse,
and its cosmetics would be colorful enough. This is an example of ________.
A) competitive points-of-parity
B) competitive points-of-difference
C) category points-of-parity
D) category points-of-difference
E) competitive points-of-presence
Hotel chains such as Hyatt and Marriott sell a variation of the licensing agreement
called ________ to the owners of foreign hotels to manage these businesses for a fee.
A) greenfield venturing
B) management contracts
C) strategic alliance
D) indirect exporting
E) direct exporting
SJC is a new retailer that targets the youth market. SJC needs to make an impression
using advertising, and decides to use funny or irreverent ads to get its point across. Each
ad features one of SJC’s competitors and conveys an advantage SJC has over that
competitor. Which of the following is the company using to convey its membership in
the retail segment?
A) announcing category benefits
B) comparing to exemplars
C) relying on the product descriptor
D) using channel differentiation
E) maximizing negatively correlated attributes
________ advertising aims to create brand awareness and knowledge of new products
or new features of existing products.
A) Informative
B) Corporate
C) Reinforcement
D) Persuasive
E) Reminder
Individual Web pages or clusters of pages that function as supplements to a primary site
are ________.
A) search engine optimization
B) pay-per-click ads
C) delighters
D) microsites
E) touch points
________ lines up customers along columns and products along rows to show the
profitability of selling a product to a customer.
A) Mystery shopping
B) Activity-based costing (ABC)
C) Customer profitability analysis (CPA)
D) Customer lifetime value (CLV)
E) American Customer Satisfaction Index (ACSI)
Coca-Cola’s original marketing strategy that offered a single drink Coca-Cola Classic in
a single sized bottle with the advertising theme “Coke is it,” is an example of ________
marketing.
A) concentrated
B) niche
C) differentiated
D) micro
E) undifferentiated
Which of the following business practices focuses specifically on designing the
organization and setting up processes to respond quickly to changes in the
environment?
A) benchmarking
B) outsourcing
C) focusing
D) accelerating
E) globalizing
WayToGrow Inc. is one of the most popular brands of toys in its home market. The
company decides to expand its business abroad and its board of directors feel that
instead of trying to establish its presence all at once in multiple markets, it is better to
expand one country at a time. This would limit their risk and allow them to analyze
customer response, after which they could expand to other similar countries.
WayToGrow is following a ________ approach.
A) shotgun
B) continuous
C) born global
D) sprinkler
E) waterfall
The highest loss a project can create is called ________.
A) rapid prototyping income
B) payback income
C) maximum investment exposure
D) incremental yearly exposure
E) cannibalized income
Ford believes its cars to be of higher quality than General Motor’s but thinks that
consumers wrongly believe the opposite. Ford might employ a(n) ________ strategy to
change buyers’ perceptions of its competition.
A) real repositioning
B) competitive depositioning
C) psychological repositioning
D) biased repositioning
E) attribute repositioning
Which of the following is a blog network?
A) Facebook
B) Sugar
C) MySpace
D) Groupon
E) YouTube
What types of goods are purchased frequently, immediately, and with minimum effort
by the consumers?
A) specialty goods
B) shopping goods
C) unsought goods
D) durable goods
E) convenience goods
KEK is a supplier of paper and paper products to several businesses. Name some
contract restrictions that KEK can use to protect its margins when dealing with
price-oriented buyers.
Sellers must label their products. Labels serve many purposes beyond just “naming” the
product. List the additional services provided by a product’s label.
List the major objectives of events and experiences as promotion tools.
Discuss the impact of tougher environmental regulations on businesses, citing examples
whenever possible. Also, point out opportunities, if any, presented by these regulations.
Are complaints a good indicator of customer satisfaction? Why or why not?
When a physical product cannot easily be differentiated, the key to competitive success
may lie in adding valued services and improving quality. Identify the six main service
differentiators.
Briefly explain Freud’s theory on human motivation and explain how this might be
related to marketing.
Describe frontal attack as a general market-challenger attack strategy.
What is sustainability? How is it related to the concept of greenwashing?
The Bledsoe Marketing Research group has been hired to administer a series of
questions to shoppers in a local mall. If questions on the survey questionnaire have only
two possible responses (such as “yes/no”), what type of questions are these?