Backward invention occurs when a firm ________.
A) creates a new product to meet a need in another country
B) reintroduces earlier product forms adapted to suit another country’s needs
C) invents products that are similar to competing offerings
D) takes an existing product into a new market
E) produces its own raw materials
Using the ________ level of the product hierarchy to market its soups, Campbell Soups
feature the company name first, then the soup variety on their packaging.
A) product class
B) product-type
C) need-family
D) product-family
E) product-line
Anne is a frequent purchaser of Yoplait strawberry yogurt. For once, she decides to try a
different flavored yogurt. Instead of trying out the flavors offered by competing brands,
Anne selects a different flavor offered by Yoplait. Here, her past experience with the
brand prompts her to make the choice. Anne’s behavior can be best described as
________.
A) fallacy of proposition
B) associative networking
C) generalization
D) heuristic thinking
E) self-actualization
According to the dynamic process model, two different types of expectations have
opposite effects on perceptions of service quality. One of these is that ________ overall
service quality.
A) increasing customer expectations of what the firm will deliver improve the
perceptions of
B) increasing customer expectations of what the firm will deliver decrease the
perceptions of
C) decreasing customer expectations of what the firm should deliver decrease the
perceptions of
D) decreasing customer expectations of what the firm will deliver improve the
perceptions of
E) increasing customer expectations of what the firm should deliver improve the
perceptions of
As long as finance focuses on short-term profit, it will oppose major investments
designed to build satisfied, loyal customers. Which of the following steps that a
marketing CEO can take to create a market- and customer-focused company can help a
CEO overcome this challenge?
A) Empower the employees.
B) Get outside help and guidance.
C) Install a modern marketing planning system.
D) Change the company’s reward measurement and system.
E) Develop strong in-house marketing training programs.
An Internet service provider (ISP) is a(n) ________ company.
A) pure-click
B) brick and click
C) brick-and-mortar
D) m-commerce
E) one-level
The ________ of a product mix refers to how many variants are offered of each product
in the line.
A) width
B) length
C) depth
D) consistency
E) height
LCH is a leading electronics company that produces and markets its own brand of
desktop and laptop computers, for both individual consumers and businesses. During
the planning process, LCH conducts a ________, which profiles all interactions
customers in the target market may have with LCH, its computers, and its services.
A) sales promotion
B) brand association
C) brand contact
D) response hierarchy model
E) communication audit
Consumers are less price sensitive ________.
A) to high cost items
B) when they frequently change their buying habits
C) when there are more substitutes
D) when there are more competitors
E) when they do not readily notice higher prices
An alternate way to increase sales volume is to increase the usage rate among users.
This can be done by ________.
A) converting nonusers
B) having consumers use less of the product on each occasion
C) having consumers use the product on more occasions
D) attracting competitors’ customers
E) entering new market segments
Dante is a media buyer with Shelvey Partners, an ad agency in San Francisco. He is
currently working on charting a media plan for the ads of a department store chain to
target the upcoming Thanksgiving weekend. Which of the following advertising timing
patterns is best suited for running these ads?
A) continuity
B) flighting
C) pulsing
D) concentration
E) frequency capping
When Coca-Cola carries a different price depending on whether the consumer
purchases it in a fine restaurant, a fast-food restaurant, or a vending machine, then this
form of price discrimination is known as ________ pricing.
A) product-form
B) loss-leader
C) special event
D) channel
E) location
The Marlboro Man was depicted in the advertisements of Marlboro cigarettes as a
rugged outdoor, tough cowboy type. This was done to establish what is called
________.
A) trademarking
B) a brand name
C) a brand personality
D) co-branding
E) a brand reference
Ellen came across an ad for a new restaurant that promised authentic French cuisine.
When she ate there, however, she was disappointed to find that the food was mediocre
and not very authentic. Which of the following gaps of service performance does this
demonstrate?
A) gap between service-quality specifications and service delivery
B) gap between perceived service and expected service
C) gap between service delivery and external communications
D) gap between consumer expectation and management perception
E) gap between management perception and service-quality specification
While viewing businesses in terms of customer needs can suggest additional growth
opportunities, a ________ definition tends to focus on selling a product or service to a
current market.
A) strategic market
B) target market
C) cognitive
D) product
E) tactical
You are the marketing research director of a medium-sized manufacturing firm and you
would like to engage an outside marketing research firm to conduct field interviews.
Which of the following categories of marketing research firms should you use?
A) syndicated-service research firms
B) custom marketing research firms
C) global research management firms
D) specialty-line marketing research firms
E) brand management specialty research firms
________ refers to the means by which firms attempt to inform, persuade, and remind
consumers ‘” directly or indirectly ‘” about the products and brands they sell.
A) Human resource development
B) Marketing communications
C) Financial management
D) Operations management
E) Planning
A brand mantra should be ________.
A) original, ambiguous, and straightforward
B) unique, complex, and inspirational
C) communicative, simple, and inspirational
D) competitive, sensitive, and simple
E) unique, sensitive, and explanatory
Which of the following is a factor considered when a customer is evaluated based on
the RFM formula?
A) the amount of time passed after the customer’s last visit
B) the product categories purchased by the customer
C) the mode of payment used by the customer
D) the location from which the customer has bought goods
E) the type of feedback provided by the customer
The internal records system supplies results data, but the marketing intelligence system
supplies ________ data.
A) internal
B) revenue
C) thematic
D) happenings
E) process
A(n) ________ includes the producer, wholesaler(s), and retailer(s) acting as a unified
system.
A) parallel marketing channel
B) vertical marketing system
C) extensive marketing channel
D) internal marketing system
E) conventional marketing channel
The milder information search state where a person simply becomes more receptive to
information about a product is called ________.
A) active information search
B) information search
C) heightened attention
D) purchase decision
E) dynamic information search
Firms have decided to raise fees and lower service for those customers who barely pay
their way and to coddle big spenders to retain their patronage as long as possible. This
is an example of organizing customers by ________.
A) retailer convenience
B) profit tiers
C) psychographic characteristics
D) social influence
E) customer preference
Imagine that you are in charge of creating a distinctive store atmosphere at a clothing
retailer. What can you do to make your store stand out in the customer experience?
Good mission statements are essential to being a success in business. Describe the three
major characteristics that good mission statements should have.
Jill, a Product Manager for Nike, is responsible for evaluating the viability of a
radically new product. How should she estimate demand?
Describe the darker side of direct marketing solicitations.
Explain the concept of selective retention and its association with marketing.
Retail chain REB wants to find out how its customers perceive its services and what it
can do to improve these. What methods can the company use to discover this?
Identify two general guidelines for Search Engine Optimization and paid search ads.
Ryan has been appointed by Target Internationals, a hardware manufacturing firm, as a
marketing researcher and has been asked to conduct marketing research to produce new
insights of consumer attitude on its vacuum tubes. Ryan begins the research process by
defining the problem, the decision alternatives, and research objectives. Mention the
next step that Ryan will follow to continue with the research.
Provide a general description of the four classic response hierarchy models.