When Honda expanded its brand into such areas as automobiles, snow blowers, and
marine engines, it was pursuing a strategy called line extension.
In the business market, small sellers concentrate on reaching as many participants as
possible because their chances of success are slim.
Price pressure will increase for undifferentiated products than differentiated products.
Modular function deployment methodology takes the list of desired customer attributes
generated by market research and turns them into a list of engineering attributes that
engineers can use.
Customer cloning is the practice of identifying the key characteristics of a market
segment and then identifying multiple geographic areas where the majority of the
population possesses those characteristics.
The newest and fastest-growing channels for communicating and selling directly to
customers are digital.
A service results in ownership on the part of the client.
Competition for luxury brands must be defined narrowly.
Companies selling their goods to nonprofit organizations often charge a premium over
their normal prices because these organizations are largely indifferent to price.
The purpose of brand mantras is to ensure that employees and external marketing
partners understand what the brand is in order to represent it to the customers.
The airline industries implement yield pricing by offering discounted but limited early
purchases, higher-priced late purchases, and the lowest rates on unsold inventory just
before it expires.
True Value is a retailer-owned cooperative with over 4,000 independent retail locations
worldwide. Members of True Value own their individual stores and operate
independently. True Value helps its members procure materials at a low cost. What kind
of marketing system is True Value? Explain briefly.
Brand equity arises from unanimity in consumer response.
Loyalty is a person’s feelings of pleasure or disappointment that result from comparing
a product’s perceived performance to expectations.
Accepting telephone and mail orders is an example of the ancillary services that a
retailer offers.
Companies normally develop product lines rather than a single product and introduce
price steps such as a low-, average-, and high-priced computer system.
A frontal attacking strategy is another name for identifying shifts that are causing gaps
to develop, then rushing to fill the gaps.
A well-known car manufacturing company introduces a new hatchback model by
describing its distinctive features and then stressing the speed and safety qualities of the
car. Which of the following is the company using to convey its membership in the
hatchback segment?
A) announcing category benefits
B) comparing to exemplars
C) relying on the product descriptor
D) using channel differentiation
E) maximizing negatively correlated attributes
Which of the following is a disadvantage of using outdoor media for advertising?
A) low flexibility
B) low repeat exposure
C) limited audience selectivity
D) high costs
E) greater competition
Which of the following is NOT one of the ways direct exporting happens?
A) overseas sales branch or subsidiary
B) domestic-based export agents
C) domestic-based export division
D) traveling export sales representatives
E) foreign-based distributors or agents
Which of the seven main metaphors in the ZMET reflects changes in substance and
circumstance?
A) Balance
B) Transformation
C) Journey
D) Container
E) Control
In which developed Asian market is mobile marketing becoming a central component
of customer experiences?
A) Hong Kong
B) Japan
C) Singapore
D) South Korea
E) All of the above
Names that become synonymous with product categories like Kleenex, Kitty Litter,
Jell-O, and Xerox, need to ensure they retain their brand names remain ________ so
they can retain their trademark rights and avoid becoming generic.
A) meaningful
B) likable
C) protectable
D) transferable
E) adaptable
NAFTA is a free trade zone comprising of which of the following countries?
A) Canada, Mexico, and South America
B) Canada, Mexico, and Peru
C) Mexico, South America, and the United States
D) Canada, Mexico, and the United States
E) Canada, Japan, and the United States
Josh separated people who wanted a high quality lawn mower from people who wanted
a low priced lawn mower, then saw if different characteristics were associated with each
consumer-response segment. Josh was defining segments using ________
considerations.
A) descriptive
B) demographic
C) psychographic
D) behavioral
E) geographic
As the marketing manager for a floor tile manufacturer, Evans Smith is given a target to
achieve 500 new customers by the end of summer. He decides to search the market for
probable customers who might use the product but currently do not. Which of the
following strategies is Evans pursuing to increase the market demand for his product?
A) market-penetration strategy
B) new-market segment strategy
C) geographical-expansion strategy
D) needs-assessment strategy
E) consolidation strategy
Why should mobile ad developers avoid complex viewing experiences?
A) They take a toll on consumers’ battery.
B) Consumers may have limited data availability.
C) Consumers may have limited time.
D) All of the above
E) None of the above
When “petroleum” companies such as BP sought to recast themselves as “energy”
companies, increasing their research into the oil, coal, nuclear, hydroelectric, and
chemical industries, these companies were employing a ________ defense strategy.
A) preemptive
B) counteroffensive
C) mobile
D) flank
E) contraction
________ is the number of times the average buyer buys a product during the period.
A) Buyer turnover
B) Purchase frequency
C) Customer retention rate
D) Advertising impressions
E) Total number of exposures
________ defense involves occupying the most desirable market space in the minds of
the consumers and making the brand almost impregnable.
A) Position
B) Flank
C) Preemptive
D) Mobile
E) Contraction
Which of the following is NOT an example of a descriptive characteristic used to define
segments?
A) consumer demographics
B) consumer responses to benefits
C) consumer geography
D) consumer psychographics
E) family life cycle
What function does a company’s public relations department perform when it promotes
understanding of the organization through internal and external communications?
A) lobbying
B) corporate communications
C) press relations
D) product publicity
E) counseling
Fixed compensation receives more emphasis in sales rep jobs with ________.
A) a high ratio of selling to nonselling duties
B) a high requirement for individual initiatives
C) an intensive focus on selling activities
D) very little need for teamwork
E) technical complexities
Which of the following elements of the marketing communication mix involves use of
mail, telephone, fax, e-mail, or Internet to communicate with or solicit response or
dialogue from specific customers and prospects?
A) advertising
B) personal selling
C) direct marketing
D) public relations
E) sales promotion
Kim is a young professional who enjoys snowboarding and going to rock concerts with
her friends. According to the VALS eight-part typology segmentation system, Kim is
best described as a(n) ________.
A) thinker
B) achiever
C) experiencer
D) striver
E) survivor
All response hierarchy models of the communication process assume the buyer passes
through cognitive, affective, and behavioral stages, in that order. Which of the
following product categories lends itself most appropriately to such a “learn-feel-do”
sequence?
A) clothes
B) dishwashers
C) real estate
D) personal computer
E) air tickets
Which of the following is true for business marketers?
A) They deal with more and larger buyers than consumer marketers.
B) They deal with more and smaller buyers than consumer marketers.
C) They deal with fewer and larger buyers than consumer marketers.
D) They deal with fewer and smaller buyers than consumer marketers.
E) They deal with the same kind of buyers as consumer marketers.
Explain what happens in a SWOT analysis during the strategic planning process.
Belling is a chain of coffee shops. List possible competitors first from an industry point
of view and then from the market point of view.
What are the various risks that a company must consider before making a decision to
enter foreign markets?
What are the steps involved in developing effective marketing communications?
What challenges do marketers face in managing trade promotions?
How have consumers benefited from market demassification?