The industries in which one company has historically chosen to be the first in changing
price or making some other marketing-mix or strategic decision, ________ concept of
game theory is used.
A) prisoner’s dilemma
B) Nash equilibrium
C) best strategy
D) leader-follower
The reengineering of sales in the 1990s, especially the impact of sales force automation
and the salesperson’s educated use of technological tools in working with prospective
customers in a highly efficient way is referred to as:
A) reverse engineering.
B) virtual selling.
C) direct marketing.
D) mass marketing.
A lowest level manager in product management structure is termed:
A) product manager.
B) marketing manager.
C) product group manager.
D) planning manager.
The ________ communicates the reasons to buy a product/ service to a specific
customer group.
A) mission
B) core strategy
C) marketing mix
D) objective
With reference to the chasm model, the term visionaries refers to:
A) innovators.
B) early majority.
C) early adopters.
D) late majority.
Which of the following is essential to building a strong brand?
A) Increase the sales volume of the products falling under the brand.
B) Assign responsibility for brand development activities.
C) Reduce the production cost of the products falling under the brand.
D) Increase the profit margin for the products falling under the brand.
Which of the following statements is inconsistent with return on quality (ROQ)
approach?
A) It is not possible to spend too much on quality.
B) Quality is an investment.
C) Quality improvement efforts must be financially accountable.
D) Not all quality expenditures are equally valid.
Which of the following is an external source of new product ideas?
A) company employees
B) company salespeople
C) independent inventors
D) the research and development department
Which of the following involves forecasting alternative outcomes based on different
assumptions about different marketing variables?
A) ntive extrapolation
B) linear extrapolation
C) scenario planning
D) regression analysis
You are running a retail apparel store. Which of the following technologies could help
you locate customers so that you could send personalized messages and offers when
they are geographically close to your store?
A) GPS
B) GPRS
C) CDMA
D) bluetooth
Which of the following represents specific sales goals that salespeople are required to
meet?
A) sales quotas
B) sales objectives
C) market objectives
D) market potential
Promotions targeting channels of distribution in an effort to get the channels to carry
and promote the product are known as:
A) trade promotions.
B) integrated marketing communication.
C) consumer-oriented promotions.
D) catalogue marketing.
Which of the following can be categorized as a strategic customer-based value metrics?
A) RFM value
B) acquisition cost
C) market share
D) share of wallet
When companies reposition their products and themselves as “green,” they are trying to
indicate that:
A) they are socially and environmentally conscious.
B) their products are of best quality.
C) they provide the best “value” for money.
D) their products are for upper class customers.
The ________ approach is usually implemented by asking customers to develop short
phrases in their own words about the benefits and needs of a particular feature of a
product, for example, car door.
A) classic linear
B) rugby
C) cost differential
D) voice-of-the-customer