Business-to-business telemarketing is increasing.
Properties are tangible rights of ownership to either real property (real estate) or
financial property (stocks and bonds).
Transforming into a true market-driven company involves organizing around products.
With respect to a consumer buying situation that involves variety-seeking behavior, the
market leader generally encourages variety seeking by offering lower prices or deals.
The market forecast shows expected market demand, not maximum market demand.
Heavy users of a particular product are often a small percentage of the market but
account for a high percentage of total consumption.
Customer-perceived value is the perceived monetary value of all the purchases a
customer makes on an annual basis.
A service provider can work with larger groups to get around the limitations of
inseparability.
Almost all companies use the conventional percentage-of-sales figure while budgeting
for new product development.
With noncompensatory models of consumer choice, positive and negative attribute
considerations usually net out.
Loss leader pricing dilutes a company’s brand image.
________ focuses on the analysis of individual data on prospects and customers to
develop marketing strategies to acquire and retain customers and drive customer
behavior.
A) Permission marketing
B) Customer value management
C) Behavioral targeting
D) Customer relationship management
E) Terminal marketing
Which of the following is true for services?
A) All services are people-based, while goods are equipment-based.
B) Service providers can be both for-profit or nonprofit.
C) All service companies follow the same process to deliver their services.
D) The client’s presence is a hindrance during the service delivery process.
E) Service providers develop similar marketing programs for personal services and
business services.
Firms find “reverse innovation” advantage by introducing a commodity in a ________.
A) developed country and then distributing it globally
B) developing country and then distributing it in other developing countries
C) developing country and then distributing it globally
D) developed country and then distributing it in developing countries
E) developed country and then distributing it in other developed countries
Which of the following is a disadvantage of using magazines as an advertising
medium?
A) low geographic and demographic selectivity
B) long ad purchase lead time
C) low-quality reproduction
D) small “pass-along” readership
E) lack of credibility
The offer strategy has five elements: the product, the offer, the medium, the distribution
method, and the ________.
A) outside envelope
B) creative strategy
C) sales letter
D) circular
E) reply form
With respect to core business processes, the ________ process includes all the activities
involved in developing and launching high-quality products quickly and within budget.
A) market-sensing
B) new-offering realization
C) fulfillment management
D) customer acquisition
E) customer relationship management
Points-of-________ are product associations that are not necessarily unique to the brand
but may in fact be shared with other brands.
A) parity
B) difference
C) inflection
D) presence
E) divergence
Dollar Shave Club’s irreverent online video on YouTube is an example of ________.
A) social media
B) an interstitial
C) a microsite
D) a pay-per-click ad
E) a mobile ad
How does a marketing plan affect relationships?
A) It influences how marketing staff work with each other.
B) It influences how marketing staff work with other departments.
C) It affects how the company works with suppliers.
D) It influences the company’s dealings with other stakeholders.
E) All of the above
When Johnson & Johnson’s Tylenol headache reliever would pop up on brokers’ Web
sites whenever the stock market fell by 100 points or more, they were using a(n)
________.
A) microsite
B) pay-per-click ad
C) interstitial
D) search ad
E) banner ad
Which of the following is an example of growth by diversification?
A) a company introducing its existing products in a new market
B) a company introducing new product category in a new market
C) a company increases its product line in an existing market
D) a company introducing a new product category in an existing market
E) a company integrates backward to cut costs
In 2010, three top B-to-B ________ were Thermo Scientific lab and research supplies
($10.8 billion), Henry Schien dental, medical, and vet supplies ($7.5 billion) and
WESCO International electrical and industry maintenance supplies ($5 billion).
A) inbound telemarketers
B) catalog sellers
C) outbound telemarketers
D) infomercial marketers
E) mobile marketers
Through its cutting-edge point-of-sale inventory management technology and highly
efficient shipping practices, Walmart is able to keep its inventory expenditure extremely
low and to pass these savings on to consumers in the form of low prices. Walmart’s
strategy is best described as ________.
A) a focused approach
B) integrative growth
C) differentiation
D) market development
E) overall cost leadership
________ combined with affordability determines the product’s value proposition.
A) Acceptability
B) Affluence
C) Affability
D) Accessibility
E) Awareness
To satisfy customers, a(n) ________ marketer finds a stated need and fills it.
A) creative
B) responsive
C) anticipative
D) laidback
E) inexperienced
As a marketing manager, which of the following would be the best purpose for your
organization’s competitive points-of-parity?
A) to point out competitors’ points-of-difference
B) to emphasize competitors’ points-of-difference
C) to rationalize competitors’ perceived points-of-difference
D) to globalize competitors’ perceived points-of-difference
E) to negate competitors’ perceived points-of-difference
________ advertising aims to stimulate repeat purchase of products and services.
A) Reinforcement
B) Comparative
C) Persuasive
D) Informational
E) Reminder
Which of the following ways to convey a brand’s category membership relates to
well-known, noteworthy brands in a category helping a brand specify its category
membership?
A) comparing to exemplars
B) communicating deliverability variables
C) identifying counter examples
D) announcing category benefits
E) relying on the product descriptor
What is the role of information technology in the logistics system?
Cortron Consultants provides business consulting services for startups. It helps
customers design their supply chains by first evaluating the target market and then
proceeds backward from that point. What is this strategy of reverse design called?
Briefly explain.
An ad agency has landed an account for Savola, a brand of healthy cooking oil.
Describe how the ad can effectively incorporate negative appeals in its messages.
Altrudex Inc. is involved in the manufacture, distribution, and sale of consumer
electronics. The company sources over half the products it sells from companies it
partly or wholly owns. It also owns a large retail chain and sells its products through
them. What marketing system is Altrudex using?
What are the different types of promotional pricing?
The marketplace isn’t what it used to be. List and briefly discuss the new behaviors,
opportunities, and challenges that await the marketer in the 21st century.
Nichepro Technologies, who were mainly into producing personal computers and
laptops, have now decided to produce Nichepro health care products. Explain the
branding strategy advocated by the company.
Explain the concepts of product-mix width, length, depth, and consistency.