In the FABV approach, ________ describe the economic, technical, service, and social
pluses delivered.
A) features
B) advantages
C) benefits
D) value
E) macroenvironment
If a consumer who is trying to decide between alternatives believes that a particular
brand delivers acceptable product performance and can be shortlisted, she is in the
________ level of the BrandDynamics Pyramid.
A) presence
B) relevance
C) performance
D) advantage
E) bonding
A ________ is a sales force promotion tool that aims at inducing the sales force or
dealers to increase their sales results over a stated period, with prizes (money, trips,
gifts, or points) going to those who succeed.
A) trade show
B) frequency program
C) sales contest
D) sweepstake
E) patronage award
With an increase in marketing expenditure, market demand ________.
A) continues to rise at an increasing rate
B) initially increases and then declines
C) increases first at an increasing rate, then at a decreasing rate
D) decreases first and then spikes
E) continues to increase at a decreasing rate
Which of the following is NOT one of the steps that can improve the likelihood of
starting positive buzz?
A) Identify underserved, inactive individuals and devote extra effort to them.
B) Supply key people with product samples.
C) Work through community influentials.
D) Develop word-of-mouth referral channels to build business.
E) Provide compelling information that customers want to pass along.
In an effort to boost sales, Broomer offers its retailers a higher margin for promoting
and selling products from the “Inducer” line to customers. This is an example of
________ power.
A) coercive
B) reward
C) passive
D) expert
E) referent
How a consumer shops for organic foods and how he or she uses and disposes of the
product is part of the consumers’ ________ that is important for marketers to consider.
A) value proposition
B) consumption system
C) value system
D) quality perception
E) value chain
Social marketing programs designed to discourage cigarette smoking or excessive
consumption of alcohol are examples of ________ campaigns.
A) cognitive
B) active
C) behavioral
D) value
E) normative
Which of the following terms can be defined as “the shared experiences, stories, beliefs,
and norms that characterize an organization”?
A) organizational dynamics
B) a business mission
C) an ethical/value statement
D) customer relationships
E) corporate culture
Which of the following activities is a reverse-flow channel of marketing?
A) raw materials movement
B) product recycling
C) materials ordering
D) finished goods storage
E) customer order placement
Which of the following is true for retailing?
A) Manufacturers are not considered to be retailers as they are engaged in producing
the product.
B) Vending machines are considered to be retailing only if they are located within
stores.
C) Retailing deals only with goods; it does not include services.
D) Selling from a consumer’s home is direct selling, but not retailing.
E) Wholesalers are only considered to be retailers if they are selling to final consumers.
Showrooming is associated with which of the following new consumer capabilities?
A) Consumers can tap into social media to share opinions and express loyalty.
B) Consumers can actively interact with companies.
C) Consumers can use the Internet as a powerful information and purchasing aid.
D) Consumers can reject marketing they find inappropriate.
E) Consumers can communicate on the move.
Which of the following marketing strategies requires either identifying additional
opportunities to use the brand in the same basic way or identifying completely new and
different ways to use the brand?
A) increasing the amount of consumption
B) decreasing the level of consumption
C) increasing dedication to consumption
D) increasing product innovation
E) increasing frequency of consumption
________ includes all the activities in selling goods or services to those who buy for
resale or business use.
A) Retailing
B) Wholesaling
C) Procurement
D) Promoting
E) Warehousing
With respect to core business processes, the ________ process includes all the activities
involved in gathering external information, disseminating it within the organization, and
acting on the information.
A) market-sensing
B) market research
C) target marketing
D) market pulse
E) deployment
________ approach advocates argue that all costs must ultimately be imputed in order
to determine true profitability.
A) Direct-cost
B) Full-cost
C) Traceable-cost
D) Activity-based costing
E) Fixed cost
A ________ is a set of procedures and sources managers use to obtain everyday
information about developments in the marketing environment.
A) data warehousing system
B) viral marketing campaign
C) product management system
D) marketing intelligence system
E) sales information system
When purchasing disposable surgical gowns, Mercy Hospital’s vice president of
purchasing analyzes whether the hospital should buy disposable gowns or reusable
gowns. If the findings favor disposable gowns, then the operating-room administrator
compares various competitors’ products and prices and makes a choice. Surgeons
influence the decision retroactively by reporting their satisfaction with the particular
brand. In this situation, the operating-room administrator performs the role of the
________.
A) gatekeeper
B) initiator
C) user
D) decider
E) influencer
A ________ process recognizes the value of returning to an earlier stage to make
improvements before moving forward.
A) spiral development
B) reactive development
C) market testing
D) proactive development
E) concept testing
________ is an element of the marketing communications mix that involves online
activities and programs designed to engage customers or prospects and directly or
indirectly raise awareness, improve image, or elicit sales of products and services.
A) Personal selling
B) Direct marketing
C) Sales promotion
D) Interactive marketing
E) Public relations
List the major types of limited-service wholesalers and explain how each type
functions.
Why do companies use infomercials?
List the eight different variables that influence service outcome and customer loyalty.
How does a company differentiate its market offerings using employee differentiation?
Provide an example of a company using employee differentiation.
Describe the practices of systems buying and systems contracting.
As a marketing researcher, if you plan to conduct your research using qualitative
measures like brand personification, what are you likely to ask the respondents in order
to elicit their impression on your brand?