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When a company sets a high price for a new product with the intention of reducing the
price in the future, it is using the ________ pricing strategy.
A) market-skimming
B) cost-plus
C) market-segmentation
D) market-penetration
E) competitive
Rhodia invites tourists from all over the world to experience its pristine nature, clear
skies, and beautiful summertime climate. This exemplifies ________.
A) corporate image marketing
B) social marketing
C) place marketing
D) social engineering
E) negative brand equity
Keith, a clothing store owner, offers product suggestions to customers based on their
current purchases. Which of the following is Keith trying to increase?
A) shared value
B) share of customer
C) social responsibility
D) customer-generated marketing
E) customer loyalty
The managers of Alfredo's Pizza, a popular pizzeria in New York City, have been
increasingly encouraging senior citizens to visit the pizzeria's numerous outlets spread
across the city. Anticipating a rise in the population of senior citizens in the area, the
management of Alfredo's Pizza is seeking to tap into this promising segment that
consists of retired, affluent consumers. In this instance, the managers of Alfredo's Pizza
are anticipating company growth through ________.
A) market development
B) product development
C) mass customization
D) niche marketing
E) product differentiation
Marketers target Generation Z because they ________.
A) listen to their parents and follow their examples
B) dislike technology
C) spent an estimated $43 billion annually of their own money
D) prefer shopping in brick-and-mortar stores with actual products
E) have long attention spans and are easily targeted
A company sent a trained observer to watch and interact with consumers in their natural
environments in order to gain deeper insights on consumer needs. This is an example of
________.
A) viral marketing
B) survey research
C) ethnographic research
D) experimental research
E) niche marketing
Heineken beer is sold successfully in the same form around the world. Which of the
following product strategies is illustrated in this example?
A) product adaptation
B) straight product extension
C) product invention
D) product augmentation
E) communication adaptation
Through ________, a service firm orients and motivates its customer-contact
employees and supporting service people to work as a team to provide customer
satisfaction.
A) service inseparability
B) social marketing
C) service variability
D) internal marketing
E) corporate image marketing
A company faces fixed costs of $100,000 and variable costs of $8 per unit. It plans to
directly sell its product in the market for $12. How many units must it produce and sell
to break even?
A) 20,000
B) 25,000
C) 30,000
D) 35,000
E) 40,000
By using ________ to contact potential customers, marketers sell directly to consumers.
A) undercover marketing
B) outbound telephone marketing
C) affinity marketing
D) multi-level marketing
E) ambush marketing
When a customer feels uneasy about losing out on the benefits of a brand not
purchased, she is likely to experience ________.
A) selective retention
B) selective attention
C) selective distortion
D) cognitive dissonance
E) consumer ethnocentrism
In the ________ stage of the buying process, the alert business marketer can help the
buyers define their needs and provide information about the value of different product
characteristics.
A) problem recognition
B) general needs description
C) supplier search
D) supplier selection
E) order-routine specification
Conflict that occurs between different levels of the same marketing channel is known as
________ conflict.
A) horizontal
B) vertical
C) multitiered
D) equilateral
E) communal
American Express will do almost anything to build long-term customer loyalty and to
capture customer lifetime value. Which of the following competitive marketing
strategies is being pursued by American Express?
A) consumer capitalism
B) customer equity
C) product differentiation
D) product leadership
E) customer intimacy
Sigma Inc., a software firm based in California, reordered 50 printers from the
designated provider without any modifications. This is an example of ________.
A) derived demand
B) inelastic demand
C) a straight rebuy
D) a new task
E) a modified rebuy
