The ________ determinant of service quality refers to the knowledge and courtesy of
employees and their ability to convey trust and confidence in the service they provide.
A) conscientious
B) assurance
C) empathy
D) reliability
E) responsiveness
Cabot (Scenario)
Cabot, a large car manufacturer, has four popular car brands in different segments. It
has a manufacturing facility near Detroit, MI, where parts common to all the four
brands are manufactured. Other specific parts like the brake system, windshield, bonnet,
locks, and so on are manufactured in separate plants. Each make has its own product
manager and support staff. All product managers report to the CEO of the company.
Suppose the manufacturer pays a commission on every car sold. Then, the salesperson’s
commission is classified as a(n) ________.
A) cost of labor
B) traceable common cost
C) nontraceable common cost
D) advertising cost
E) direct cost
Charles Schwab’s best customers are instantly directed to customer service
representatives, while other customers have to wait longer. Charles Schwab is trying to
________.
A) monitor its service systems
B) empower the customers
C) retain the patronage of profitable customers
D) increase consumer participation
E) standardize the service-performance process
A low price buys market share but not market loyalty. The same customers will shift to
any lower-priced product that may come along. This is called the ________ trap.
A) low-price
B) relative-market-share
C) shallow-pockets
D) target-market-share
E) fragile-market-share
Key indicators of sales performance include all of the following EXCEPT ________.
A) average number of sales calls per salesperson per day
B) average revenue per sales call
C) advanced marketing cost per sales call
D) average cost per sales call
E) entertainment cost per sales call
Which of the following was NOT part of the British Airways “Know Me” program?
A) centralization of information about frequent fliers into a single database
B) identification of each customer’s seating location and previous flight, meal, and
complaint history
C) infiltration of coach class by mystery shoppers
D) generation of 4,500 daily messages to recognize passengers
E) distribution of 2,000 iPads to crew members and ground staff to aid information
dissemination and stimulate passenger recognition
The five product levels constitute a ________. At each level more customer value is
added.
A) product line
B) business model
C) customer value-hierarchy
D) value grid
E) demand chain
________ marketing describes the employees’ skill in serving the client.
A) External
B) Internal
C) Promotional
D) Direct
E) Interactive
Pete always buys Purina dog food for his dog because he believes that it is the best
value for the nutritional content. Pete’s loyalty status is best described as ________.
A) split loyal
B) shifting loyal
C) consistent loyal
D) hard-core loyal
E) switcher
Gillette uses ________ pricing when it offers razor handles at a low cost, but places a
high markup on the replacement razor blades that fit in the handles.
A) optional feature
B) two-part
C) by-product
D) product line
E) captive-product
A ________ plan establishes a long-term relationship in which the supplier promises to
resupply the buyer as needed, at agreed-upon prices, over a specified period of time.
A) stockless purchase
B) direct stock purchase
C) defined contribution
D) stock purchase
E) share purchase
A company can expect to expand its market share to a large extent when ________.
A) it has a high market-penetration index
B) its share-penetration index is low
C) its share-penetration index is high
D) its product-penetration percentage is high
E) it has a low market potential
The trucking firm hired by your transportation manager provides a trucking service
between the city of Sacramento and the surrounding towns on a regular schedule and at
fixed prices. The trucking firm saves transportation costs by transporting the goods
using trains as well as trucks, instead of trucks alone. Your transportation manager has
hired a(n) ________ carrier.
A) airship
B) airtruck
C) trainship
D) fishyback
E) piggyback
Which of the following brands generates only 6 percent outside North America, with
very little of that in fast-growing emerging markets like India, China, and Brazil, which
may represent opportunities for its growth?
A) UPS
B) Under Armour
C) FedEx
D) Nike
E) Adidas
In the ________ category of buyer-supplier relationship, although bonded by a close,
cooperative relationship, the seller adapts to meet the customer’s needs without
expecting much adaptation or change on the part of the customer in exchange.
A) contractual transaction
B) cooperative system
C) collaborative
D) mutually adaptive
E) customer is king
In a ________ defense, the market leader stretches its domain over new territories that
can serve as future centers for defense and offense.
A) counteroffensive e
B) flank
C) contraction
D) mobile
E) position
What is the name of the database that is used to collect, validate, store, and disseminate
data in support of government agency acquisitions?
A) General Services Administration database
B) Central Contractor Registration database
C) Customer Value Assessment database
D) Vendor-Managed Inventory database
E) Proposal Solicitation database
An umbrella manufacturing company’s fixed costs are $275,000. The variable cost per
unit is $5 and each umbrella is sold at $10. How many units should the firm sell in
order to break even?
A) 1,819
B) 5,500
C) 18,000
D) 27,500
E) 55,000
Which of the following is best described as a market-oriented business definition?
A) Missouri-Pacific Railroad: We run a railroad.
B) Xerox: We make copying equipment.
C) Standard Oil: We sell gasoline.
D) Encyclopedia Britannica: We distribute information.
E) Columbia Pictures: We make movies.
In ________, the seller charges a separate price to each customer depending on the
intensity of his or her demand.
A) second-degree price discrimination
B) third-degree price discrimination
C) psychological discounting
D) special-customer pricing
E) first-degree price discrimination
An item in a questionnaire states that “most politicians cannot be trusted.” Respondents
are required to provide their answers by choosing any one of the following options: 1)
Strongly disagree, 2) Disagree, 3) Neither agree nor disagree, 4) Agree, 5) Strongly
agree. This is an example of a ________.
A) semantic differential
B) word association question
C) Thematic Appreciation Test (TAT)
D) Likert scale
E) dichotomous question