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Because agents are compensated only when they sell, based on a negotiated
commission rate, the channel costs become fixed costs rather than variable.
For consumer-product companies that are the heaviest users of advertising and
promotion, there has been a significant shift over time away from promotion toward
media advertising.
There is a positive relationship between satisfaction, loyalty, and profitability.
Telemarketing is an example of a direct marketing method.
The marketing concept is entirely consistent with serving only segments of the
customer population.
Informational appeals focus on the functional or practical aspects of the product.
Perception, not reality, drives purchasing behavior.
An analysis in which the marketing manager seeks to better understand strengths and
weaknesses of his own organization is known as market structure analysis..
The sales organization is interested in volume, not profits.
A hybrid system is a modification of the multiple-channel system in which members of
the channel system perform complementary functions.
The best way to defend your brand against the incursion of private labels is to lower the
price.
Annual reports are a good primary source of information.
Greenwashing refers to:
A) making false claims regarding the product quality.
B) introducing environmental friendly products.
C) misleading consumers about a products environmental benefits.
D) competing in the market on the basis of price alone.
Which of the following is the most expensive method of collecting data?
A) personal interviews
B) telephone interviews
C) mail survey
D) focus group
Low barriers to entry would result in:
A) monopolistic markets.
B) customer loyalty.
C) employee turnover.
D) higher profits.
Electronic channels are associated with:
A) high cost and narrow distribution.
B) high cost and difficulty in accessing.
C) low cost and ease of access.
D) low cost and narrow distribution.
Which one of the examples below best characterizes a modified rebuy?
A) purchasing paper clips for the office
B) purchasing airline tickets under a new fare schedule
C) purchasing the first local intranet for a small business
D) purchasing toner for the office
Because channel members often have direct contact with customers, it is an ideal
situation for collecting information about customer and competitor behavior. Which of
the following channel functions best describes this event?
A) marketing research
B) communications
C) negotiation
D) relationship management
Which of the following is a serious problem with survey research when people who
choose to respond to the survey may be significantly different from those who do not?
A) response bias
B) nonresponse bias
C) opt-out bias
D) interviewer bias
A company where privatization resulted from a leveraged buyout is more interested in
which of the following situations?
A) creating more jobs for the community
B) generating profits and cash flow to pay down debt
C) plowing money into activities that will help gain market share
D) developing new products
Which of the following sketches the sales history of a product category over time?
A) product life cycle
B) value proposition
C) competitive analysis
D) brand equity
Paper products are most likely to have:
A) high promotional elasticity and high holding cost.
B) high promotional elasticity and low holding cost.
C) low promotional elasticity and high holding cost.
D) low promotional elasticity and low holding cost.
Which of the following approaches to new product development starts with estimated
price that the customers in the target segment are willing to pay?
A) the classic linear approach
B) the rugby approach
C) the cost-differential approach
D) the target-costing approach
The fact that a customer may be called on by several salespeople from the same
company is a disadvantage of a:
A) product/product system.
B) market/market system.
C) product/market system.
D) market/customer system.
Which of the following is a plausible marketing observation?
A) Marketing managers must spend a considerable amount of time talking to customers.
B) New competitors actions are easier to predict than existing competitors actions.
C) Customers can always tell you what products they want and what features they need.
D) Unlike general societal trends, changes in customer tastes occur frequently.
When marketing mangers see that the sales curve has flattened out and few new buyers
are in the market, they know that they are in this stage of the product life cycle. Identify
the stage.
A) introduction stage
B) growth stage
C) maturity stage
D) decline stage
The "pulsing" pattern of advertising is characterized by:
A) a continuous pattern of advertising evenly distributed over the period.
B) a basic level of advertising combined with regularly scheduled bursts of advertising.
C) a burst of advertising alternated with a period of no advertising.
D) a basic level of advertising at irregular intervals.
Which of the following distribution channels would deliver the most standardized
services?
A) company-owned
B) franchisee
C) agents
D) brokers
List and briefly describe the three major functions of marketing research.
What are the different strategic approaches to the marketplace?
List and briefly describe the differences between industrial or organizational buying and
consumer purchasing behavior.
List and briefly describe the three kinds of compensation packages.
Explain the four different kinds of costs to consider when using costs to set price.
List alternative ways to resolve channel conflicts.
Describe the elements of the communication mix.
List and briefly describe any three different kinds of sales quotas.
Summarize the advantages and disadvantages of coupons.
