Interactive TV (iTV) lets viewers interact with television programming and advertising.
Good service recovery can turn angry customers into loyal ones.
Market development involves company growth by identifying and developing new
market segments for current company products.
The most common form of advertainment is product placement.
The international growth of many professional and business services such as
accounting, consulting, and advertising led to the globalization of the client companies
they served.
Attributes are the least desirable level for brand positioning because competitors can
easily copy attributes.
Product means the goods-and-services combination the company offers to the target
market.
Sellers must understand the ways that consumers in different countries think about and
use certain products before planning a marketing program.
As more developed markets stagnate and become increasingly competitive, many
marketers are now targeting growth opportunities in emerging markets.
Acquisition involves the purchase of a whole company, a patent, or a license to produce
someone else’s product.
The affordable method of setting advertising budgets takes into consideration the effects
of promotion on sales.
________ refer(s) to sales promotion tools used to persuade resellers to carry a brand,
give it shelf space, promote it in advertising, and push it to consumers.
A) Point-of-purchase promotions
B) Cross-selling
C) Trade promotions
D) Event marketing
E) Business intelligence
________ positioning involves meeting consumers’ lower performance or quality
requirements at a much lower price.
A) More for less
B) Less for much less
C) Same for less
D) More for more
E) More for the same
A ________ contains between 15 and 50 retail stores, including a department or variety
store, a supermarket, specialty stores, professional offices, and sometimes a bank.
A) community shopping center
B) neighborhood shopping center
C) strip mall
D) regional shopping center
E) power center
Which of the following is an accurate statement about the diversity of the American
population?
A) African Americans represent the largest non-white segment of the population.
B) More than 40 million people living in the United States were born in another
country.
C) By 2050, the Asian population is estimated to hold steady at 4.7 percent.
D) By 2050, Hispanics are estimated to be 10 percent of the population.
E) The United States has become more of a “melting pot” than a ‘salad bowl.”
When sellers focus on existing needs and lose sight of underlying customer wants, they
suffer from marketing myopia.
________ or ‘smart tag” technology helps companies locate a product’s exact position
within its supply chain.
A) RFID
B) PRM
C) VMS
D) BCODE
E) 3PL
Which of the following involves setting prices based on a rival firm’s strategies, costs,
prices, and market offerings?
A) target return pricing
B) good-value pricing
C) competitor value-added pricing
D) market-based pricing
E) competition-based pricing
When a firm varies its price by the season, it is using ________.
A) product-form pricing
B) customer-segment pricing
C) location-based pricing
D) time-based pricing
E) value-added pricing
Cathy’s Clothes is a small yet successful retail chain that sells women’s clothing and
accessories with a focus on buyers who have relatively modest means. For this specific
purpose, the firm has rolled out several marketing initiatives aimed at women of a
specific demographic. This is an example of ________.
A) ambush marketing
B) social marketing
C) societal marketing
D) target marketing
E) cause marketing
Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason’s primary focus
had been on office cleaning for large corporations. But in recent months, Jason has seen
a decline in demand for his office cleaning services. Surprisingly, the competitive
environment appeared relatively stable with no new competitors. However, Jason knew
that office cleaning was a high-frequency service that is usually performed daily;
therefore, competitors must have been doing something to attract his customers.
Building a competitive advantage seemed to be the only option to offset competition.
But as Jason pondered over his dilemma, he realized that prior to building his
competitive advantage he needed to better understand how customers assessed service
quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors,
primarily through pamphlets and Web sites, as well as through a few phone calls in
order to find out exactly what the competitors offered in their cleaning packages. In
addition, Jason obtained from the Chamber of Commerce an updated list of local
corporations. He planned on sending written questionnaires to them.
Though the list of corporations contained 141 local company names, Jason chose to
survey 75 of them. To better understand customer service expectations between both
small and large corporations, Jason divided his surveys into two categories. The survey
questions were designed to extract specific data from respondents with regard to service
quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he
was flexible and would aim his efforts differently if needed.
In this scenario, which of the following is representative of competitive marketing
intelligence?
A) formulating a research plan
B) collecting data about competitors
C) sending mail questionnaires to focus groups
D) creating competitive advantage
E) consolidating core competencies
________ occurs when a company lengthens its product line beyond its current range.
A) Product line filling
B) Product line stretching
C) Co-branding
D) Niche marketing
E) Market diversification
The ________ environment consists of institutions and other forces that affect a
society’s basic values, perceptions, preferences, and behaviors.
A) social
B) cultural
C) political
D) physical
E) natural
In 2011, the fixed costs of a company were $500,000, and its variable costs equaled
$150,000. In 2010, the company made an annual profit of $200,000. It has been
predicted that, despite a steady growth, the company’s variable costs will likely equal
$300,000 by 2013. The total costs of the company in 2011 were ________.
A) $350,000
B) $450,000
C) $650,000
D) $800,000
E) $950,000
An increasing number of retailers and wholesalers have created their own ________,
also called store brands.
A) manufacturers’ brands
B) private brands
C) national brands
D) generic brands
E) multibrands
What is e-procurement? Briefly describe its major advantages.
Explain why the aim of customer relationship management is to create not just
customer satisfaction, but also customer delight.
When demand for toys produced by Bean Toyz was at its highest, manufacturers
purposefully maintained strong demand by limiting supply, which drove the price of
Beanie Babies up. Compare the actions of these manufacturers to the production
concept.
What is the primary focus of a competitor-centered company?
What is a conventional distribution channel?
You are a manufacturer of tents, sleeping bags, and outdoor cooking equipment. How
might you go about creating brand experiences for your customers?