During proposal solicitation, the buying center often will draw up a list of the desired
supplier attributes and their relative importance.
Retail convergence means lower competition for retailers and lower difficulty in
differentiating the product assortments of different types of retailers.
To increase its ‘share of customer,” a firm concentrates on retaining as many customers
as possible over its lifetime.
If used infrequently, price promotions create “deal-prone” customers who wait until
brands go on sale before buying them.
Fast Food, Inc. views marketing as the process of finding and retaining profitable
customers by providing them with the food they want. Fast Food, Inc. practices societal
marketing.
Creating a brand-marketing event or serving as a sole or participating sponsor of events
created by others is known as ________.
A) point-of-purchase promotions
B) sweepstakes
C) team selling
D) event marketing
E) personal selling
Which of the following refers to a behavioral segmentation variable that involves
segmenting markets into nonusers, ex-users, potential users, first-time users, and
regular users of a product?
A) user status
B) usage rates
C) gender status
D) income status
E) loyalty status
Which of the following marketing orientations holds that achieving organizational goals
depends on knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do?
A) the product concept
B) the production concept
C) the selling concept
D) the marketing concept
E) the societal marketing concept
Solar Tanning Salon prices tanning sessions at $25 per visit. It also offers seasonal
passes for $175 which permit the customer to visit the salon multiple times in a year.
This is an example of a(n) ________.
A) sample
B) promotional allowance
C) product bundle
D) discount
E) product line
Which of the following is an advantage of a well-designed and targeted telemarketing
plan?
A) exemption from the National Do Not Call Registry
B) ability to portray wider merchandise
C) purchasing convenience for customers
D) interactive infomercials via phone
E) coordination with nearby kiosks
What is the most important consumer buying organization in society?
A) family
B) social class
C) membership group
D) subculture
E) reference group
Advertising campaigns involving issues ranging from health care, education, and
environmental sustainability to human rights and personal safety can be classified under
________.
A) corporate image marketing
B) internal marketing
C) social marketing
D) place marketing
E) person marketing
A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of
the medication. Which of the following message execution styles is illustrated in this
example?
A) mood or image
B) fantasy
C) personality symbol
D) musical
E) testimonial evidence
Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small,
seaside motel to a thriving year-round resort in just a few years. Atop a cliff
overlooking the Maine coast, Seagull Terrace had attracted thousands of visitors during
summer, but then faced a tremendous downturn in business during winter. “But, given
the established industries in the nearby towns, very little year-round competition, and
our close proximity to Portland,” Carol added, “I couldn’t understand why seasonality
had to hit Seagull Terrace so hard!”
So Carol spent her first winter devising a new marketing plan. She put together a
promotional package designed to attract business travelers year-round. Carol’s plan also
involved a seasonal promotional gimmick-to be implemented from early winter to late
spring-that would attract the same numbers as the large summer crowd. Her idea
worked! During her second winter, Carol greeted numerous business travelers-both
satisfied repeat guests as well as new guests who had been snagged by her promotional
appeals.
“We still have a long way to go,” Carol admitted. “Our delicatessen offers entrees that
are a part of the local cuisine, but we’d like to expand that. We provide health club
privileges off-site, but we’d like to eventually provide our own. These are goals I hope
to achieve in a few years. Our first project, however, included a renovation of our guest
rooms and I’m quite proud of the results.” Carol then added, “Actually there are so
many possibilities. With an indoor pool area, I will eventually offer weekend getaways
throughout winter.”
Renovations of the guest rooms at the Seagull Terrace and plans to add an indoor pool
area are examples of the ________ concept.
A) selling
B) marketing
C) product
D) production
E) societal marketing
Government agencies design ________ to encourage energy conservation and
discourage smoking, excessive drinking, and drug use.
A) club marketing programs
B) social marketing campaigns
C) consumer-generated marketing campaigns
D) ambush marketing campaigns
E) frequency marketing programs
________ refers to a practice in which salespeople drop in unannounced on various
offices.
A) Hybrid selling
B) Niche marketing
C) Cold calling
D) Value selling
E) Direct marketing
A market research firm conducts a survey of soft-drink consumers to assess Pepsi’s and
Coke’s strengths and weaknesses in product qualities valued by both company’s target
customers. The market research firm is using a(n) ________.
A) customer lifetime value estimation
B) global marketing strategy
C) competitive marketing strategy
D) customer value analysis
E) blue ocean strategy
Which of the following Ps in the marketing mix describes the goods-and-services
combination the company offers to the target market?
A) price
B) promotion
C) product
D) place
E) package
As competition and costs increase, and as productivity and quality decrease, what are
the three major marketing tasks facing service companies in contemporary times?
How can a marketer increase its ‘share of customer”?
Why is demand in the business market mostly inelastic?
Discuss the differences between the three major sales force structures. What are the
potential benefits of each structure?
Discuss customer intimacy. Why is it important? Provide an example of a company that
successfully abides by this value discipline.
Identify the major advantage of the following forms of direct marketing: telephone,
direct mail, catalog, direct-response television, and kiosk.
Explain why typical husband-dominant or wife-dominant products of the 1970s may no
longer be regarded as typical.
What is product value analysis?
How can sales promotion be accomplished through samples?
Describe the differences between chain stores and franchises.