Garrett is moving into retirement and wants to cut his client base in half so he can work
part time. In deciding which customers to keep, Garrett should look at the monetary
prediction called _______________.
A. Customer longevity spending
B. Total customer spending
C. Total customer gross margin
D. Customer lifetime value
E. Total transaction spending
AMA’s current official definition of marketing reflects the view toward marketing
activities as ______.
A. Focused on strategy
B. Focused on tactics like using electronic commerce and new media like YouTube
C. Focused on relationships with suppliers and customers
D. Focused on value through creating, communicating, delivering, and exchanging
offerings that have value
E. Both focused on strategy and focused on value through creating, communicating,
delivering, and exchanging offerings that have value
In the growth phase of the PLC, marketing communications _______.
A. Inform and educate the target audience about the product’s features and benefits
B. Face the challenge of deciding between short-term sales promotions or investing
more in the brand
C. Link the brand with key product features and highlight differentiation between
competitors
D. All of these
E. None of these
Introducing one intermediary into a channel can contribute to greatly
_______________ that are necessary to complete an exchange.
A. Creating assortments
B. Reducing transactions
C. Transportation and storage functions
D. Facilitating functions
E. Disintermediation
Famous Al’s purchases different fruits from local farmers and then sells them to local
restaurants and retailers. If the fruits rot before Al sells them he takes the loss. As an
intermediary, Famous Al’s is performing the function of ________________.
A. Financing
B. Market research
C. Buying
D. Risk-taking
E. None of these
AIOs are one way to measure consumer variables using the psychographic
segmentation approach. AIO stands for _______.
A. Attraction, intellect, and opinions
B. Activities, interests, and opinions
C. Attention, interests, and offerings
D. Activities, intellect, and offerings
E. Advertising, innovation, and occupation
Companies that promote sustainability practices like Starbucks, which has a stringent
recycling program, or General Electric, which makes compact fluorescent lightbulbs
(CFLs), are practicing ______________.
A. Green marketing
B. Public relations
C. Publicity
D. Shotgun marketing
E. One-to-one marketing
Building a positive customer attitude toward the brand is a key component of
___________ advertising.
A. Pioneering advertising
B. Competitive advertising
C. Institutional advertising
D. Comparative advertising
E. Sales promotion
___________ represents a formalization of the measurement of customer expectations
of a service compared to perceptions of actual service performance.
A. Customer delight
B. Service encounter
C. Service quality
D. Service excellence
E. All of these
Apple appeared in 8 of 34 No. 1 films in 2013. This is an example of using
_____________________ as the sales promotion approach.
A. Product placements
B. Premiums
C. Loyalty programs
D. Point-of-purchase materials
E. Multiple-purchase offers
Coca-Cola changes the taste of its soft drinks to meet local market preferences. This is
an example of ___________.
A. Direct product extension
B. Product adaptation
C. Backward product invention
D. Product invention
E. Hybrid products
A coupon or special offer would contribute to the goal to _______________.
A. Interest
B. Remind
C. Persuade
D. Inform
E. Action
Jenn has recently decided to take a value network approach to create a competitive
advantage over her competitors. She is trying this because ___________________.
A. She frees up internal resources
B. Her firm can be more nimble in addressing external uncontrollable opportunities
and threats
C. She has an advantage over firms that have high costs associated with performing
many of the value chain functions
D. Both she frees up internal resources and she has an advantage over firms that have
high costs associated with performing many of the value chain functions
E. She frees up internal resources, Her firm can be more nimble in addressing external
uncontrollable opportunities and threats, and She has an advantage over firms that have
high costs associated with performing many of the value chain functions
Salespeople’s reports summarizing each sales call are a source of internal data.
Today customers have limitless access to information about companies, products,
competitors, other customers, and even detailed elements of marketing plans and
strategies. This is reflected in the ___________ change driver impacting the future of
marketing.
A. Shift to product glut and customer shortage
B. Shift in power from marketer to customer
C. Shift in generational values and preferences
D. Shift to distinguishing Marketing (Big M) from marketing (little m)
E. Shift to justifying the relevance and payback of the marketing investment
ABC Pasta has developed a strong brand name in the dry pasta marketplace based on its
texture and taste. Through its strong brand, ABC was able to introduce a successful line
of sauces under the same brand name. This is an example of the _______ benefit of
brand equity for brand sponsors being used to extend the product range.
A. Perceived quality
B. Brand image
C. Brand connections
D. Perceived bonuses
E. Brand loyalty