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Which of the following refers to the total combined customer lifetime value of all of the
company's current and potential customers?
A) share of customer
B) marketing mix
C) customer equity
D) target market
E) customer-perceived value
________ weakens a given promotion's ability to trigger an immediate purchase.
A) A customer-oriented promotion mix
B) Promotion clutter
C) Puffery
D) Local marketing
E) Niche marketing
________ are people within a reference group who, because of special skills,
knowledge, personality, or other characteristics, exert influence on others.
A) Opinion leaders
B) Innovators
C) Surrogate consumers
D) Stealth marketers
E) Laggards
A buyer's decisions are influenced by ________ such as the buyer's age and life-cycle
stage, occupation, economic situation, lifestyle, personality, and self-concept.
A) personal characteristics
B) stereotypes
C) perceptions
D) attitudes
E) psychographics
Which of the following is one of the four consumer perception dimensions used by ad
agency Young & Rubicam to measure brand strength?
A) brand conformance
B) brand consistency
C) brand convenience
D) brand extension
E) brand relevance
Encouraging customers to switch brands is most likely the objective of ________
advertising.
A) informative
B) reminder
C) covert
D) persuasive
E) institutional
Big Mike's Health Food Store sells nutritional energy foods. The price of the products
sold varies according to individual customer accounts and situations. For example,
long-time customers receive discounts. This strategy is an example of ________.
A) time-based pricing
B) seasonal pricing
C) dynamic pricing
D) promotional pricing
E) penetration pricing
Sales executives at Keiron Air Conditioners use phone directories to call customers and
convince them to buy their air conditioners. Which form of direct marketing is used
here?
A) telemarketing
B) direct-mail marketing
C) catalog marketing
D) direct-response television marketing
E) kiosk marketing
Pat thought he had received the best deal on his new car. Shortly after the buying the
car, Pat started to notice certain disadvantages of his new car as he learned more about
other cars available in the market. Pat is experiencing ________.
A) consumer ethnocentrism
B) conspicuous consumption
C) postpurchase dissonance
D) marketing myopia
E) consumer capitalism
Formed in 2004 and formalized in 2008, ________ makes up the largest trading block
after NAFTA and the European Union.
A) CAFTA-DR
B) FTAA
C) UNASUR
D) MCAN
E) GATT
Kelly works as a sales representative at Ginner Machine Works. She uses the phone and
the Internet to identify prospects and make sales. Kelly calls customers and explains the
products offered by Ginner and the advantages of using them. If requested, she also
mails the customer product information brochures. Which of the following is most
likely Kelly involved in?
A) benchmarking
B) product development
C) telemarketing
D) innovation
E) performance appraisal
Which of the following is LEAST likely a characteristic of business-to-business
e-procurement?
A) greater access to better suppliers
B) lower purchasing costs
C) quick order processing and delivery
D) an increase in the derived demand
E) less paperwork
