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Intensive distribution relies on only some of the intermediaries willing to carry a
particular product.
Category points-of-parity are associations designed to overcome perceived weaknesses
of the brand.
The beginning communications objective associated with a new-to-the world product '”
like an electric car '” is always establishing category need.
Private label or store brands are also known as generics.
Postpurchase services include shipping and delivery, gift wrapping, adjustments, and
returns.
Increasing shelf presence and retailer dependence in the store is one of the reasons for
introducing multiple brands in a category.
Motivational or "borrowed interest" devices '” such as the presence of cute babies,
frisky puppies, popular music, or provocative sex appeals '” are often employed to
attract attention and raise involvement with an ad.
The overall rate of ad blocking on Web browsers is 22 percent.
As inventory draws down, management must know at what stock level to place a new
order. This stock level is called the order point.
When economic conditions are depressed, producers want to move goods to market
using longer channels.
Which of the following types of questions directly enquires about the value or
usefulness of a proposed solution?
A) situation questions
B) problem questions
C) implication questions
D) consequence questions
E) need-payoff questions
The traditional household consists of ________.
A) a husband, wife, and children (and sometimes grandparents)
B) a group of related persons living together
C) two or more families living together
D) a man and a woman living together (whether married or not)
E) related or unrelated persons who share living arrangements
In a ________ defense strategy, the market leader can meet the attacker frontally and hit
its flank or launch a pincer movement so that the attacker is forced to pull back to
defend itself.
A) position
B) counteroffensive
C) preemptive
D) contraction
E) flank
A manufacturer of hiking boots looks at data that indicate that their subsegment of the
market called 'serious hiker" is declining and is predicted to decline into the future. The
firm decides to enter the "low-price" segment with its new items. This is an example of
a firm's ________ to reach a new market.
A) down-market stretch
B) up-market stretch
C) two-way stretch
D) marketing research
E) disintermediation
Which of the following represents a raw-material-exporting economy?
A) Papua New Guinea
B) Democratic Republic of Congo
C) India
D) Egypt
E) Philippines
Experience-curve pricing ________.
A) assumes competitors are weak followers
B) allows products to project a high quality image
C) is applicable only to manufacturing costs
D) focuses on reducing fixed costs
E) is generally risk-free
Which of the following is a major complaint of multinationals operating in Europe?
A) each country shows favoritism toward its nationals
B) volatility of spending due to economic swings and cycles
C) required paperwork
D) bureaucracy
E) decision-making delays
If a prospective client does not want to buy from you because he has a preference for an
established supply source, you are facing an objection due to ________.
A) psychological resistance
B) logical resistance
C) price sensitivity
D) relationship inertia
E) reactance
A travel agency offers weekend discounts for car rentals. What can be deduced from
this?
A) It is increasing peak-time efficiency.
B) It is using differential pricing.
C) It is using linear pricing.
D) It is cultivating peak demand.
E) It is providing complementary services.
A company selling in a national market often organizes its sales force along ________.
A) functional groups
B) geographic lines
C) product teams
D) brand groups
E) product categories
Consumers who are highly sensitive to how others see them and who choose brands
whose personalities fit the consumption situation are called ________.
A) change agents
B) self motivators
C) self monitors
D) self adapters
E) opinion leaders
Which of the following types of distribution involves severely limiting the number of
channel intermediaries?
A) exclusive
B) selective
C) intensive
D) aggressive
E) retail
Nadya is designing a mobile ad to promote her company's widgets. Where should the
company's logo appear in the mobile ad?
A) in the middle of the ad
B) centered at the bottom
C) centered at the top
D) in the corner
E) it should not appear
Organizations catering to the ________ market need to price their offerings carefully
because these markets usually have limited purchasing power.
A) business
B) global
C) nonprofit
D) consumer
E) exclusive
According to Ries and Trout, Cadbury suffered from ________ when the company
allowed its brand to become diluted by putting their name on such variants as mashed
potatoes, powdered milk, and soups, apart from chocolates and candies.
A) liquidity trap
B) cognitive dissonance
C) branding fallout
D) cannibalization
E) line-extension trap
Once Starbucks established its presence in thousands of cities internationally, the
company sought to increase the number of purchases by existing customers with a
________ strategy that led to new in-store merchandise, including compilation CDs and
high-speed wireless access.
A) product-development
B) market-penetration
C) diversification
D) market-development
E) conglomerate
How much was total digital ad spending in 2013?
A) $40.1 million
B) $42.8 million
C) $18.4 billion
D) $40.1 billion
E) $42.8 billion
Most products are established at one of four performance levels: low, average, high, or
superior. For example, mountain bikes come in a variety of sizes and physical
attributes. When a consumer purchases a mountain bike costing $1,000, he or she
expects the bike to perform to specifications and to have a high ________, meeting the
promised specifications.
A) features
B) conformance quality
C) durability
D) performance quality
E) reliability
During his research about people's perceptions of Broadway musicals, Gerry asked
people to create collages, on their own, out of magazine photos, which is a technique
called ________.
A) brand personification
B) projective technique
C) visualization
D) laddering
E) transformation
Realizing that although household products is a huge category '” taking up an entire
supermarket aisle or more '” it is an incredibly boring one, the founders of Method
Products designed a sleek, uncluttered dish soap container that also carried functional
advantages, such as ease of dispensing soap and cleaning. Method is competing in the
crowded market for household products on the basis of superior ________.
A) design
B) durability
C) conformance
D) reliability
E) performance quality
Which of the following is NOT a consumer touch point?
A) store layouts
B) package designs
C) product functions
D) shipping and logistics
E) All of these are touch points.
Which of the following is used to assess people's knowledge, beliefs, preferences, and
satisfaction and to measure these magnitudes in the general population?
A) observational research
B) descriptive research
C) quantitative research
D) survey research
E) experimental research
Various governments force companies to charge the ________ price, which is charged
by other competitors for the same or a similar product.
A) gray market
B) implicit
C) arm's-length
D) authorized
E) contingent
A group of small sellers takes the initiative and organizes a new business entity to carry
on wholesaling and possibly some production. This entity is called a(n) ________.
A) retailer cooperative
B) franchise organization
C) area-based cartel
D) sponsored voluntary chain
E) alternate selling channel
Which of the following plans would most likely include directions for implementing
and addressing daily challenges and opportunities in product features, promotion,
merchandising, pricing, sales channels, and service areas?
A) the tactical marketing plan
B) the target marketing plan
C) the deployment plan
D) the product-launch plan
E) the product-development plan
What skills and competencies will marketers need to succeed in the future?
Package delivery company UPS uses distinctive brown trucks that have become almost
an icon. Explain why such physical facilities are important for UPS while it provides
package delivery services.
Arthur Jones has decided to start a business. He wants to manufacture lawn mowers and
believes in the production concept. If this approach is taken, what will be Mr. Jones'
primary areas of concentration as he builds his business?
List the challenges faced to conduct a good focus group discussion.
Assume you are a marketing manager and want to adopt strategic brand management.
List the four main steps that you would most likely go through to accomplish this task.
Suppose the Belgian government prohibits sale of cigarettes to people below 20 years
of age. Who are likely to comprise the qualified available market for Dunhill, a
manufacturer of herbal cigarettes in Belgium?
Companies can achieve competitive advantage through the way they design their
distribution channel. What three areas are considered in this design process?
Discuss the concept of disintermediation and provide an example.
What can US marketers learn about mobile marketing by looking overseas?
Indicate the differences and similarities between the following terms: marketing plan,
strategic marketing plan, and tactical marketing plan.
