Marketing plans contain guidelines for a product’s marketing programs.
Classically innovative products are commonly called new-to-the-company products.
A competitive advantage should be difficult to imitate.
An insufficient number of territories means salespeople spend too much time traveling
and not enough time selling.
Reliability is the ability of a service provider to perform the service dependably and
accurately.
In a shopping Web site, more negative comments are seen even though most of the
customers are satisfied. Which of the following can be used to explain this situation?
A) loss aversion
B) RATER model
C) return on quality
D) SERVQUAL
According to Everett Rogers, which of the following types of customers are generally
not interested in technology for its own sake, but are good at detecting the value of a
new product and how it will enhance their lives?
A) innovators
B) early adopters
C) early majority
D) late majority
Which of the following statements is true about customer promotion?
A) It comes directly to the customer from the manufacturer.
B) It is directed at intermediate channels of distribution.
C) It is an attempt to get the channels of distribution to stock more of a product.
D) It is run by the channel, either to the next channel in the distribution chain or to final
customers.
The most elaborate form of product use test requires:
A) diagnostic test to eliminate serious problems with the product.
B) limited time horizon trial among customers who should be asked whether they
would buy.
C) placement of the product in homes for an extended period.
D) small sample of customers, usually employees.
The frequent-flyer programs offered by every major airline in the world are examples
of:
A) loyalty programs.
B) contests.
C) sweepstakes.
D) purchase programs.
Concept generation tests are used to:
A) reduce the concepts under consideration to a manageable number.
B) generate new product ideas.
C) refine the concept statements.
D) quantitatively assess demand for the concept.
As a result of the search for alternatives through internal and external information
sources, customers form three different sets of options. The ________ set is the set of
products from which the customer will choose to purchase.
A) evoked
B) purchase
C) inert
D) prioritized
________ competition can destroy entire product categories when a major innovation
occurs, so it requires attention, especially for long-run planning.
A) Product form
B) Product category
C) Generic
D) Budget
Which of the following statements is true about value pricing?
A) It is also known as penetration pricing.
B) It gives customers more value than they expect for the price paid.
C) It gives the seller most of the value€cost difference.
D) It implies low price alone.
Which of the following best describes the kind of sales organization structure that sells
a product or product line to all markets?
A) product/product system
B) market/market system
C) product/market system
D) market/customer system
Lifetime customer value refers to:
A) the present value of the total revenue that can be produced by a customer.
B) actual value of the total revenue that can be produced by a customer.
C) the total number of products purchased by a customer in his lifetime.
D) actual value of the total profit that can be produced by a customer.
Which of the following is most likely to be the reason due to which the Logitech brand
transferred well from mice to trackballs?
A) simplicity of the product
B) transferability of the symbol
C) transferability of the associations
D) high level of brand awareness
Which of the following variables used for industrial marketing segmentation includes
dimensions of the customer’s operations, such as what technologies the customer is
currently using and how many of your services or products they need?
A) demographics
B) operating variables
C) purchasing approaches
D) situational factors