Companies create call centers around the world to handle regional customer traffic over
the course of a 24-hour business cycle.
The way an advertisement communicates the information and image is called
advertising results.
An agent is a business entity that negotiates purchases, sales, or both and takes title to
the goods involved.
The international experience learning curve refers to the length of time it takes a
company to export the first shipment of products into a foreign market.
A service can’t be stored or saved up for future use.
Alpha testing encourages customers to evaluate and provide feedback on the prototype.
Database marketing requires that the firm have access to a data warehouse and engage
in data mining.
Lifestyle refers to an individual’s perspective on life and manifests itself in that person’s
activities, interests, and opinions (AIO).
Risk tolerance is an organizational factor that differs among companies trying to decide
on a particular vendor.
A sales promotion is designed to augment other forms of promotion and is rarely used
alone.
One of the disadvantages of using style as a discriminator is that consumer tastes
change over time and what is considered stylish can quickly lose its appeal.
It is realistically not possible to separate the individual agendas people bring to the
buying center from the purchase decision.
Perception is a system to select, organize, and interpret information to create a useful,
informative picture of the world.
Marketers should over promise benefits instead of communicating and delivering a
realistic level of benefits for a price.
Which of the following advertising media suffers from the disadvantage of a long lead
time for ad placement due to production?
A.Television
B.Newspaper
C.Billboard
D.Magazines
E.Transit
A long lead time for ad placement due to production is a disadvantage of magazines as
a medium of advertising.
Jenny shops differently when her kids are crying than when her kids are enjoying the
experience. This is due to differences in _____.
A.Household life cycle
B.Personal circumstances
C.Physical surroundings
D.Social factors
E.Cultural values
An individual’s behavior is always affected by his or her immediate personal
circumstances. Crying kids would be an unpleasant distraction for Jenny.
Maslow’s Hierarchy of Needs Theory suggests that humans have wants and needs that
influence their behavior. People advance only to the next level if the lower needs are
met. The order of the needs is ___________.
A.Safety, physiological, love/social, self-esteem, self-actualization
B.Safety, love/social, physiological, self-esteem, self-actualization
C.Physiological, love/social, safety, self-esteem, self-actualization
D.Physiological, safety, love/social, self-esteem, self-actualization
E.Physiological, safety, self-esteem, love/social, self-actualization
According to Maslow’s Hierarchy of Needs Theory, there are 5 levels of needs
(Physiological, Safety, Love/Social, Self-Esteem, and Self Actualization). People
advance to the next level of need if the lower needs are met.
Which of the following is NOT a change driver impacting the future of marketing?
A.Shift to product glut and customer shortage
B.Focus on sales orientation
C.Shift in generational values and preferences
D.Shift to demanding return on marketing investment
E.Shift to distinguishing Marketing (“Big M”) from marketing (“little m”)
The change drivers impacting the future of marketing are: Shift to product glut and
customer shortage, shift in information power from customer to marketer, shift in
generational values and preferences, shift to demanding return on marketing
investment, Shift to distinguishing Marketing (“Big M”) from marketing (“little m”).
Which of the following describes a straight rebuy?
A.Reorder products that are rarely used
B.Put reorders into a buying center to reconsider the supplier
C.Reorder products that are used on a consistent basis
D.Develop a list of suppliers to rank them by price
E.Reorder products after an extensive information search
Many products are purchased so often (like office supplies, raw materials) that it is not
necessary to evaluate every purchase decision. So companies simply reorder them when
needed. This type of purchase is called a straight rebuy.
_____ are the individual’s learned proficiency at performing necessary sales tasks.
A.Sales aptitude
B.Sales skill levels
C.Sales collateral
D.Motivations
E.Sales ability
Sales skill levels are the individual’s learned proficiency at performing necessary sales
tasks. They include such learned abilities as interpersonal skills, leadership, technical
knowledge, and presentation skills.
An account manager for XYZ research firm is writing a research report for a client. He
should focus on the _________ as it is the key section for the decision maker.
A.Data Sources
B.Executive Summary
C.Sampling Plans
D.Questionnaire Design
E.Analysis Methods
For managers, the key section of the report is the Executive Summary as it presents a
summation of the analysis and essential findings.
_______________ are typically expressed as greatly extended invoice due dates.
A.Cash discounts
B.Trade discounts
C.Quantity discounts
D.Seasonal discounts
E.Promotional allowances
Firms often purchase seasonal products many months before the season begins. To
accommodate such lengthy sales processes, firms offer seasonal discounts. Seasonal
discounts are typically expressed as greatly extended invoice due dates.
As per the product adoption process, _______ are prime candidates for beta testing.
A.Early majority
B.Innovators
C.Late majority
D.Early adopters
E.Laggards
As per the product adoption process, innovators are prime candidates for beta testing.
Nate owns and operates a funeral home in California. Which consumer goods category
does the funeral home fall under? Which part of the promotion mix is most important in
Nate’s industry?
__________ today is widely regarded in terms of value.
A.Product
B.Branding
C.Service
D.Pricing
E.Distribution
From a customer’s perspective, value is defined as a ratio of the bundle of benefits
received to the costs incurred by the customer in acquiring that bundle of benefits.
A go-to-market mistake is made when a company ________.
A.Buys an outside product to mix with its current other products
B.Fails to stop a bad product idea from moving forward into product development
C.Fails to stop advertising when it is clear that the product is not going to make it
D.Fails to order enough of a new product to supply its customers
E.Prematurely eliminates a good idea during the screening process
A go-to-market mistake is made when a company fails to stop a bad product idea from
moving into product development. Product development is very expensive and it is a
great mistake to let bad product ideas progress beyond the screening stage.
Carol Ann is trying to explain to one of her ticket counter associates the differences in
price associated with concert tickets. She explains that the lowest priced tickets are for
the least desirable seats and the highest priced tickets are for the most desirable seats,
with the rest of the ticket prices falling somewhere in-between. Carol Ann is describing
___________________.
A.Product line pricing
B.Captive pricing
C.Price bundling
D.Reference pricing
E.Prestige pricing
In product line pricing, prices of various items in the line reflect the differences in
benefits offered as the customer moves up and down the product line. Since Carol Ann
is explaining a pricing method that makes sense for all of the seats, she is describing
product line pricing.
What are the differences between a direct and an indirect channel?
What are market makers, and how do they contribute to the growing success of B2B
selling online?
What are the implications of the dimensions of brand equity for marketing managers?
Define licensing and explain its benefits and key considerations. Give an example of a
good use of licensing.
Chrissy is a marketing manager for a large clothing retail store. Recently she was
switched from one of its discount stores to one of its high-end stores. Since Chrissy is
going to be working in a new retail market, she wants to understand the characteristics
of retailers in this market. Why would she want to know that? What criteria would she
use to determine the characteristics of retailers?