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Clickable graphic icons and buttons that link to more details of a marketing offer have
lower click-through rates than links that simply utilize an Internet address.
Line filling, if overdone, may result in self-cannibalization and increased customer
loyalty.
Advanced supply-distributor arrangements for administered vertical marketing systems
do not rely on distribution programming.
If a specific campaign does not break even in the short run, it will not be profitable in
the long run if we factor in customer lifetime value by calculating the average customer
longevity, average customer annual expenditure, and average gross margin, minus the
average cost of customer acquisition and maintenance (discounted for the opportunity
cost of money).
The public relations function of lobbying involves advising management about public
issues as well as company positions and image during good times and bad.
Shorter product life cycles are common in industries characterized by low level of
competition.
Brands are never affiliated with categories in which they do not hold membership.
Customers want unbundled services, with separate prices for each service element and
the right to select the elements they want.
Companies assume that the lower the product-penetration percentage, the lower will be
the market potential.
Search engine optimization (SEO) describes activities designed to improve the
likelihood that a link for a brand is as high as possible in the rank order of all nonpaid
links when consumers search for relevant terms.
In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or
even a haunted house. Disney is marketing a(n) ________.
A) experience
B) service
C) event
D) organization
E) good
Companies who believe that higher sales volume leads to lower unit costs and higher
long-run profits are attempting to ________.
A) maximize their market share
B) skim the market
C) become a product-quality leader
D) merely survive in the market
E) maximize their current profits
Companies are recognizing that much of their market value comes from ________,
particularly their brands, customer base, employees, distributor and supplier relations,
and intellectual capital.
A) variable assets
B) value propositions
C) intangible assets
D) market offerings
E) industry convergence
The business buyer has to make the fewest decisions when involved in a ________.
A) modified rebuy
B) regular buy
C) straight rebuy
D) new rebuy
E) new task
A ________ is anything that can be offered to a market to satisfy a want or need,
including physical goods, services, experiences, events, persons, places, properties,
organizations, information, and ideas.
A) function
B) product
C) benefit
D) process
E) structure
When Saul asks his client, "What system are you using to invoice your customers?" he
is asking a ________ question.
A) situation
B) speculation
C) problem
D) need-payoff
E) implication
When Gary was a high school student, he enjoyed rock music and regularly purchased
hip clothing sported by his favorite rock band. However, five years later, when Gary
became an accountant, his preference shifted toward formal clothing. Which of the
following personal characteristics is likely to have had the most influence on Gary's
preferences during his high school days?
A) education
B) age
C) income
D) gender
E) physiological needs
A standardized marketing program involves ________.
A) adopting the strategy that best fits a given target market
B) consistently using the communication and distribution channels that entail the lowest
costs
C) adjusting the product to suit market preferences
D) changing the features of the product to accommodate the host country
E) changing only the communication message to suit the different target markets
The ________ environment includes the actors involved in producing, distributing, and
promoting an offering. The main actors are the company, suppliers, distributors, dealers,
and the target customers.
A) economic
B) management
C) strategic
D) task
E) tactical
When another customer complains about the hair salon where Georgeanna is a loyal
customer, she defends it because she feels responsible for the continued success of the
hair salon. This behavior suggests she has reached the ________ rung of the loyalty
ladder.
A) word of mouth/buzz
B) repeat purchase
C) satisfaction
D) evangelism
E) ownership
According to the hierarchy-of-effects model, which of the following corresponds to the
affective stage that a buyer passes through?
A) attention
B) exposure
C) reception
D) adoption
E) conviction
In markets that are characterized by products that are highly homogeneous, how should
a firm react to a competitor's reduction in price?
A) shrink the amount of the product available
B) substitute expensive materials or ingredients
C) reduce product features
D) reduce product services
E) augment the product
________ are attributes or benefits that consumers view as essential to a legitimate and
credible offering within a certain product or service class.
A) Category points-of-difference
B) Conceptual points-of-parity
C) Competitive points-of-parity
D) Category points-of-parity
E) Competitive points-of-difference
According to the BrandAsset® Valuator model, strong new brands show ________.
A) higher levels of esteem and knowledge than relevance, whereas both differentiation
and energy are lower still
B) higher levels of differentiation and energy than relevance, whereas both esteem and
knowledge are lower still
C) high knowledge '” evidence of past performance '” a lower level of esteem, and even
lower relevance, energy, and differentiation
D) high levels on energy, differentiation, relevance, knowledge, and esteem
E) low levels on energy, differentiation, relevance, knowledge, and esteem
Which of the following functions of public relations departments involves presenting
news and information about the organization in the most positive light?
A) corporate communications
B) product publicity
C) lobbying
D) counseling
E) press relations
Briefly explain the three choices available to companies when deciding the timing of
market entry.
Describe the four broad strategies often employed by market followers to meet their
competitors.
What situations are not conducive to database marketing?
Crafted Jewels is a jewelry manufacturer that sells its designs to various jewelry
retailers. The retailers often complain that the company's online store acts as a
competitor and reduces their profitability. What type of conflict is this? Briefly explain.
What is geofencing? Provide an example.
Describe the whole-channel concept of international marketing.
E&OE wants to minimize inventory costs as far as possible. Explain one way by which
it can achieve a near-zero inventory.
Goodwin's Grocery has decided to purchase a meat-processing plant to gain more
control of its beef supply and improve its profits. Which form of integrative growth
strategy has Goodwin's employed?
Jack is the sales representative of a company that designs and installs modular kitchens.
The company's salesforce is trained to customize their offerings as per customer
requirements. After analyzing factors such as the space available and the budget, Jack
provides personalized designs to individual customers. What kind of a salesperson is
Jack? Briefly explain your answer.
Briefly explain the various tasks that the salespeople of an organization perform.
