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A ________ is a set of interdependent organizations that help make a product or service
available for use or consumption by the consumer or business user.
A) product line
B) product delivery network
C) marketing channel
D) consumer base
E) resource bank
Conflict that occurs among firms at the same level of the marketing channel is known
as ________ conflict.
A) multitiered
B) horizontal
C) vertical
D) prolonged
E) financial
At Gina's retail stores, the posted policy reads, "Without our customers, we don't exist."
Gina and her staff aim to delight each customer, and they are quick to offer discounts or
extra services whenever a customer is anything less than satisfied. Gina and her staff
strive to make every customer a repeat customer. It is most accurate to say that instead
of focusing on each individual transaction, Gina and her staff put a priority on
________.
A) managing partner relationships
B) selling new products
C) attracting "butterflies"
D) converting "barnacles" to 'strangers"
E) capturing customer lifetime value
________ refers to freedom from defects and consistency in delivering a targeted level
of performance.
A) Performance quality
B) Product style
C) Branding
D) Conformance quality
E) Product design
The business marketer normally deals with ________ than the consumer marketer does.
A) far fewer but far larger buyers
B) far more but far smaller buyers
C) negligible customer complaints
D) far less fluctuations in demands
E) far more elastic demand
Suppose Amazon.com has offered you free shipping on your next purchase of more
than $35. This offer is an example of ________.
A) sales promotion
B) personal selling
C) a public relations strategy
D) horizontal diversification
E) a pull strategy
________ analysis is an overall evaluation of the company's strengths, weaknesses,
opportunities, and threats.
A) Porter's five forces
B) A breakeven
C) A regression
D) A SWOT
E) A cluster
Which of the following is a disadvantage of using direct mail as an advertising
medium?
A) low audience selectivity
B) no flexibility
C) severe ad competition
D) relatively high cost per exposure
E) lack of personalization
Which of the following is true of FOB-origin pricing?
A) It is a strategy in which the company charges the same price plus freight to all
customers.
B) It is a costly option for customers who are located near the company.
C) It charges all customers the freight cost from a base city to the customer location.
D) It is an expensive alternative for customers in distant locations.
E) It is a strategy in which the seller absorbs all or part of the freight charges.
Which of the following is the last step in the selling process?
A) qualifying
B) handling objections
C) demonstration
D) follow-up
E) approach
Which of the following price adjustment strategies offers a price reduction to buyers
who pay their bills promptly?
A) cash discount
B) season discount
C) quantity discount
D) trade discount
E) functional discount
________ is one of the best ways to increase share of customer.
A) Targeting new customers
B) Using bait and switch
C) Cross-selling
D) Divesting
E) Partnership marketing
Firms that serve small segments not being pursued by other firms are called ________.
A) market followers
B) market mavens
C) market challengers
D) market nichers
E) market leaders
According to Maslow's hierarchy of needs, which of the following is the LEAST
pressing need?
A) physiological needs
B) social needs
C) esteem needs
D) self-actualization needs
E) safety needs
Which of the following is an example of a pure tangible good?
A) a laptop with a comprehensive warranty for three years
B) an online shoe retailer that provides free home delivery
C) an agency that offers free legal advice
D) a credit card
E) a bag of potato chips
________ is the most basic determinant of a person's wants and behavior.
A) Culture
B) Brand personality
C) Cognitive dissonance
D) Motive
E) Attitude
Most standard portfolio analysis methods evaluate SBUs on the ________.
A) potential for niche or global marketing
B) degree of product differentiation
C) strength of the market or industry position
D) accessibility to rural markets
E) number of successful business acquisitions
Competitors are most likely to react to a price change when ________.
A) a large number of competitors are involved
B) the product is uniform
C) the buyers are not well informed about product features
D) buyers are not well informed about price differences
E) the products are not uniform
While developing an effective integrated communication, once the target audience has
been defined, marketers must do all these steps EXCEPT ________.
A) determine the desired response
B) collect feedback
C) choose the media through which to send a message
D) identify potential distractions
E) design a message
A(n) ________ is an individual who represents a company to customers by prospecting,
communicating, selling, servicing, information gathering, and/or relationship building.
A) auditor
B) trainer
C) salesperson
D) manager
E) human resource personnel
Dan's Drugstore sells medicine to consumers for $20 that only cost $2 to produce.
Critics accuse Dan's of ________.
A) deceptive promotion
B) deceptive packaging
C) false advertising
D) excessive markups
E) redlining
The economic environment consists of economic factors that affect ________.
A) cultural patterns of communities
B) entrepreneurial orientation of a population
C) the quality of technological innovation
D) consumer purchasing power
E) the natural environment
Why have firms adopted sales force automation systems?
What factors determine the success of a company's value chain?
Explain the difference between a consumer product and an industrial product. Include
an example.
As competition and costs increase, and as productivity and quality decrease, what are
the three major marketing tasks facing service companies in contemporary times?
Discuss how small businesses and not-for-profit organizations can obtain market
insights economically.
What are marketing intermediaries and what are the various types?
How do salespeople qualify prospects?
How might a consumer view a price cut?
Compare the selling and marketing concepts, listing the key components of each
philosophy.
Identify the major advantage of the following forms of digital and social media
marketing: Web sites, viral marketing, e-mail, blogs, social media, and mobile ads and
apps.
