Regional economic integration has intensified in recent years, which makes it more
difficult for marketers to expand globally.
A pure service requires a capital-intensive good, but the primary item is a service.
The forgetting rate is the rate at which the buyer forgets the brand; the higher the
forgetting rate, the more continuous the advertising should be.
Partner relationship management is now considered as a core skill fundamental to the
development and maintenance of strategic alliances.
Social media ads prompt purchase at least three times more often than e-mails, and the
average order value from social media ads is thought to be 17 percent higher.
Endearment gives products the appearance of being environmentally friendly without
living up to that promise.
STIHL, which manufactures handheld outdoor power equipment sold to six
independent US distributors and six STIHL-owned marketing and distribution centers
who sell to a nationwide network of more than 8,000 servicing retail detailers, is a good
example of intensive distribution.
The supply-side method identifies the effect sponsorship has on consumers’ brand
knowledge.
A “do-feel-learn” response sequence is considered appropriate when the audience has
high involvement but perceives little or no differentiation within the product category.
In Hershey Kisses candy, Hershey would be considered a branded variant.
When a manufacturer requests a behavior that is warranted under the contract, the
manufacturer is using coercive power.
Total customer cost consists of only the non-monetary costs in evaluating, obtaining,
using, and disposing of the given market offering.
Escalator clauses are found in contracts for major industrial projects, such as aircraft
construction and bridge building.
Regional economic integration means companies are more likely to enter entire regions
at the same time.
Consumers who experience money constraints are prone to multitasking.
According to the BrandZ model, “Bonded” consumers at the lower levels of the
pyramid build stronger relationships with and spend more on the brand than those at the
top.
Comparative advertising is not acceptable in Japan, and is illegal in India and Brazil.
In buyer-seller relationships, the contractual transaction generally shows low levels of
trust, cooperation, and interaction.
Corporate environmentalism recognizes the need to integrate environmental issues into
the firm’s strategic plans.
A large staff, along with a higher proportion of specialty goods and slower-moving
items and many services, are usually features of ________ retailing.
A) self-service
B) self-selection
C) limited service
D) full-service
E) limited-selection
________ describes the product’s look and feel to the buyer; it has an advantage of
creating distinctiveness that is difficult to copy.
A) Design
B) Style
C) Durability
D) Conformance
E) Reliability
Consumer preferences for alternative product concepts can be measured through
________, a method for deriving the utility values that consumers attach to varying
levels of a product’s attributes.
A) concept testing
B) perceptual mapping
C) gap level analysis
D) conjoint analysis
E) morphological analysis
Which of the following is NOT one of the advantages of inside selling?
A) Inside selling is less expensive than in-person selling.
B) Inside salespeople spend more time checking inventory.
C) Inside salespeople spend more time following up orders.
D) Inside salespeople spend more time phoning smaller accounts.
E) All of the above are advantages.
Which of the following is the main advantage of a functional marketing organization?
A) easy coordination
B) lower staff requirements
C) administrative simplicity
D) reduced competition between functional groups
E) smooth working relationships
A marketer is interested in segmenting a business market on ________ if the marketer
intends to segment the market based on industries and geographical areas to serve.
A) demographic variables
B) situational factors
C) operating variables
D) purchasing approaches
E) personal characteristics
Advertisements for which of the following product categories would merit a continuous
advertising timing pattern the most?
A) air conditioners
B) life insurance
C) breakfast cereal
D) automobiles
E) holiday package tours
Troma Inc. is a famous manufacturer of cookware that follows a traditional
distributor-retailer system to distribute its products. The company abstains from the use
of automated supply chain management (SCM) systems mainly due to the fear of
unknown. However, rapidly escalating operational costs and inefficiencies have made it
necessary for the company to implement an SCM system. The company goes for a
big-bang installation of SCM system to become more competitive and cost effective.
Identify the adopter group to which Troma belongs.
A) innovator
B) early adopter
C) early majority
D) laggard
E) late majority
A new-task buyclass decision begins with which of the following steps?
A) supplier search
B) general need description
C) product specification
D) problem recognition
E) proposal solicitation
When a movie theater charges a lower ticket fee for children and senior citizens, it is
engaging in ________ pricing.
A) product-form
B) image
C) customer-segment
D) location
E) time
________ is the sixth largest economy in the world, and it is expected to move into
fourth place by 2050, meaning it would economically be larger than countries like
Germany, Japan, and the United Kingdom.
A) South Africa
B) Brazil
C) Russia
D) India
E) China
The fact that services are typically produced and consumed simultaneously is known as
the ________ aspect of services.
A) perishability
B) intangibility
C) heterogeneity
D) inseparability
E) variability
Singapore Airlines is well regarded in large part because of the excellence of its flight
attendants. This is an example of ________ differentiation.
A) image
B) services
C) product
D) employee
E) channel
A profitable customer yields a ________.
A) cost stream that exceeds by an acceptable amount his revenue stream
B) revenue stream that exceeds the company’s cost stream
C) cost stream that exceeds the company’s revenue stream
D) revenue stream that exceeds by an acceptable amount his cost stream
E) revenue stream that equals the company’s cost stream
In response to threats from such companies as Amazon.com, E*TRADE, and dozens of
others, established manufacturers and retailers became “brick-and-click” oriented by
adding online services to their existing offerings. This is known as ________.
A) reintermediation
B) disintermediation
C) retail transformation
D) e-collaboration
E) new-market synchronization
________ is the act of designing the company’s offering and image to occupy a
distinctive place in the minds of the target market.
A) Positioning
B) Valuation
C) Pricing
D) Commercialization
E) Launching
As a service output produced by marketing channels, product variety refers to the
________.
A) units the channel permits a customer to purchase at once
B) assortment provided by the marketing channel
C) add-on services provided by the channel
D) ability of a product to provide incremental value
E) degree to which the channel makes it easy for customers to purchase a product
A possible unintended effect of business legislation is ________.
A) restricting fair competition in the market
B) encouraging unbridled business behavior
C) reducing the social cost of producing a particular commodity
D) exposing consumers to unfair trade practices
E) slowing economic growth
Michael Porter’s value chain would identify which of the following as a support
activity?
A) shipping out final products
B) marketing products
C) procurement
D) servicing products
E) operations
A parent brand that is associated with multiple products through brand extensions is
also called a(n)________.
A) category brand
B) subbrand
C) extension brand
D) family brand
E) line brand
A franchise organization is an example of a(n) ________ vertical marketing system.
A) corporate
B) administered
C) contractual
D) regulatory
E) controlled
After a couple of years of successful business, an experimental theatre company based
in Aurora is unable to sell tickets for its theatre shows. They have been using profits
from previous shows to run the business. The company is in the ________ phase of its
life cycle.
A) maturity
B) obsolescence
C) introduction
D) growth
E) decline
As a marketing controller of a company, you have been asked to create a
stakeholder-performance scorecard that tracks the satisfaction of various constituencies
who have a critical interest and impact your company’s performance. List four
constituencies that might be included.
Discuss the different ways that can be adopted by small manufacturing firms to conduct
market research.
What would be the marketing network elements for a motorcycle company such as
Harley-Davidson?
What are the three main ways to convey a brand’s category members? Provide an
example of each.
Identify the 7Cs of design elements. Do you feel they are relevant in a mobile
advertising context? Why or why not?
Which are the three ways to change the course for a brand?
In developing an advertising program, marketing managers can make the five major
decisions known as the five Ms. List and explain each of these Ms.