The concept of global marketing is similar to market or customer orientation.
Competitor targets must be identified so that marketing managers know which brands
or companies offer the most likely competition for the identified customer.
Operating variables used for industrial market segmentation include the customers
delivery speed needs, order size needs, and particular uses of the product.
In todays marketing environment, designing channel systems with multiple channels is
the exception, not the norm.
Trade promotion is the smallest part of the advertising/promotion budget.
Request for proposal (RFPs) usually are unnecessary for straight repurchase situations.
The concept of segmentation is important because it implies an understanding that
customers are homogeneous.
Focus groups are used widely to predict actual sales accurately.
Pull promotion activities give the intermediaries incentives to carry and sell the product.
Retailer promotions are ineffective in getting customers to increase their purchase
quantities.
Technical quality is dependent on how the service is delivered or the quality of the
actual interaction with the company.
Price elasticity of demand is the percent change in demand divided by a percent change
in price.
Haircuts and legal advice can be cited as examples of credence goods.
The basic notion behind the ROQ approach is that managers are looking for
improvements in actual customer behavior.
Identify the stage in the product life cycle (PLC) where the growth rate and the size of
the market are low.
A) introduction stage
B) growth stage
C) maturity stage
D) decline stage
Identify the consumer segment who judge all products by the same criteria and do not
give the global dimension any additional weight beyond other characteristics.
A) global dreamers
B) global citizens
C) antiglobals
D) global agnostics
“Backstage” contact points in a blueprint refer to:
A) contacts which are not face-to-face.
B) discrete contact points with the customer.
C) the contact points for suppliers.
D) contact points that are observable to customers.
Which of the following types of selling typically involves developing new customers
and maintaining old ones by investing a considerable amount of time in understanding
buyers needs and wants?
A) response selling
B) creative selling
C) trade selling
D) missionary selling
Following ________, there are seven stages in the buying process.
A) need recognition
B) establishing specifications
C) request for proposals
D) post-purchase evaluation
________ and ________ can be highly satisfied but exhibit totally different loyalty
patterns.
A) Apostles; Hostages
B) Defectors; Mercenaries
C) Apostles; Mercenaries
D) Mercenaries; Hostages
This scenario clearly represents a failure. Usually, such products are weeded out in the
new-product development process. If not, they are ultimately withdrawn from the
market. Identify this scenario.
A) perceived value > price > cost
B) perceived value > cost > price
C) price > perceived value > cost
D) price > cost > perceived value
In this stage of the product life cycle, the focus should be on product innovation-that is,
making improvements in the product and differentiating from existing competitors on
the basis of observed product quality.
A) introduction
B) growth
C) maturity
D) decline
Telephone rates for large users such as telemarketing firms and banks fall under this
category. Identify this pricing objective category.
A) penetration pricing
B) pricing for stability
C) investment pricing
D) competitive pricing
Which of the following is highest in the hierarchy of planning?
A) corporate strategic planning
B) group or sector planning
C) SBU planning
D) annual marketing plan
When the company and the retailer share the expense of the retailer advertising the
companys products in the local market, this is known as:
A) cooperative advertising.
B) direct advertising.
C) missionary advertising.
D) integrated advertising.
Supermarkets that have gained power now charge fees for stocking products, called
slotting allowances. This is a large problem for small companies trying to break into the
channel. Identify the source of conflict.
A) goal divergence
B) domain dissensus
C) differing perceptions of reality
D) misuse of power
A good source of information about how to improve customer loyalty is to examine:
A) current customers.
B) new customers.
C) customers who defect.
D) potential customers.
A group of customers who share information between themselves and the company
about their experiences with the product or service is most likely to be known as a:
A) quality circle.
B) cohort.
C) community.
D) focus group.
Which of the following could be used to increase the tangibility of services and to
facilitate prepurchase evaluation?
A) sampling
B) comparative advertisements
C) image advertising
D) print advertising
A kind of syndicated data links together census data and purchasing data to form
________ segments. An example of this is Nielsens PRIZM NE system.
A) psychographic-like
B) geographic-like
C) demographic-like
D) behavioral-like
Which of the following best describes an agent who generally operates on an extended
contractual basis, often sells within an exclusive territory and handles non-competing
but related lines of goods?
A) broker
B) manufacturers agent
C) distributor
D) facilitating agent
Which of the following is one of the main considerations for the fit of an extension to
the parent brand category?
A) transferability of the associations
B) the simplicity of the logo
C) the extent to which people are aware of the brand
D) the amount of money invested in brand building
Analyzing the strengths and weaknesses of the competitors and their current and likely
future strategies is called:
A) competitor analysis.
B) market structure analysis.
C) demographic analysis.
D) regression analysis.
Personal interactions with survey respondents could lead to answers that would not be
given otherwise. This gives rise to the potential for:
A) nonresponse bias.
B) tolerance bias.
C) focus bias.
D) interviewer bias.