Because Sony has so many different product offerings in various electronics categories,
the management has found that it is helpful to use brands to keep track of products in
each category. Thus, they have different brand names for their televisions, DVD
players, and portable music players. This is an example of the _______ role the brand
plays for the brand sponsor.
A.Benchmarking
B.Education
C.Protection
D.Invigoration
E.Categorization
Brands offer an effective and efficient methodology for categorizing products.
The motivating force for suppliers to work with large chain stores is that the stores have
huge ______________ because they can write big orders.
A.Coercive power
B.Reward power
C.Expert power
D.Referent power
E.Legitimate power
When customers have huge buying capability they have reward power.
The speed at which products within a category move through the PLC ____________.
A.Is not consistent
B.Is consistent
C.Only varies by a small amount
D.Looks like a normal distribution
E.Is very short
The speed at which products within a category move through the PLC is not consistent,
and there is a great deal of variability across product categories.
The _____ approach is a method for introducing lower cost products by eliminating or
reducing features, using less-expensive materials, or altering the service or warranty to
offer the product at a lower price point to the market.
A.Innovation diffusion
B.Profitability analysis
C.ROI
D.Time to market
E.Cost reduction
Cost reduction, as the name implies, is a specific method for introducing lower-cost
products that frequently focus on value-oriented product price points in the product
mix. Generally this approach involves eliminating or reducing features, using
less-expensive materials, or altering the service or warranty to offer the product at a
lower price point to the market.
James is influenced by his work environment. He will likely ____.
A.Vacation at the same kinds of places as his coworkers
B.Avoid vacationing at the same types of places as his coworkers
C.Make different purchase decisions from his coworkers
D.Shop in different locations than those he works with
E.Wear clothes that set him apart from his coworkers
People are influenced by their work environment. People who work together tend to
buy and wear similar clothes, shop at the same stores, and vacation at the same places.
Roberta, the marketing manager at New Home Builders Corp., is crafting a SWOT
analysis. She should include the downturn in the U.S. economy and tightening of the
credit markets in the ___________ section.
A.Strengths
B.Threats
C.Opportunities
D.Strategic
E.Weaknesses
These economic trends are external to the company and should be considered threats to
its ability to sell homes.
With ________________ an order is placed and fulfilled by the salesperson, who
usually delivers the product directly to the consumer.
A.Television home shopping
B.Direct selling
C.Electronic commerce
D.Electronic retailing
E.Vending machine retailing
Direct selling is a significant non-store retail channel. In case of direct selling, the order
is placed and fulfilled by the salesperson, who usually delivers the product directly to
the consumer.
_____ are principles shared by a society that assert positive ideals. These principles are
often viewed on a continuum.
A.Attitudes
B.Beliefs
C.Mores
D.Cultural values
E.Moral beliefs
Culture assimilates shared artifacts such as values, morals, beliefs, art, law, and customs
into an organized system that enables people to function as members of society.
Cultural values are principles shared by a society and affect product preferences and
consumption patterns.
The goal of the ________________ is to share resources, especially knowledge-based
resources, to affect optimally profitable relationships between two channel members.
A.Market development strategies
B.Diversification strategies
C.Third-party logistics
D.Vertical integration strategies
E.Partner relationship management (PRM) strategies
Two members of a channel may exchange knowledge and share resources to the
betterment of both the channel members. This approach is known as partner
relationship management (PRM) strategies.
Which of the following is an implication of the increasing number of women in the
workforce?
A.Video streaming Web sites are experiencing huge growth in traffic.
B.Companies such as Whole Foods are witnessing increasing sales of organic foods.
C.Retailers are offering a wide range of products targeted at single parents.
D.Companies are including on-premise day care centers.
E.Companies are focusing more on creating ergonomic work environments.
In 2009, 46% of the workforce was made up of women and is continuously growing.
An example is the fact that companies are including on-premise day care centers as part
of their benefits packages.
California Dairy Council has been running national advertising on television. The ad
features “happy cows” and carries the tag line “Great cheese comes from happy cows.
Happy cows come from California.” The council developed a logo that is prominently
displayed in the ads, and presumably the expectation is that a consumer would look for
that logo on a wedge of cheese in the dairy case, selecting it over cheese from
elsewhere. This is an example of _________________ advertising.
A.Institutional
B.Product
C.Slice of life
D.Moral
E.Research based
The goal of institutional advertising is to promote an industry, company, family of
brands, or some other issues broader than a specific product.
How does age affect purchase behavior?
What are three reasons Geographical organization tends to have the lowest cost?
Describe the factors included in the external environmental analysis.
In B2B marketing, companies rely on a more personal relationship between the buyer
and seller, how does this differ from consumer marketing?
What are the four basic principles of segmentation?
What are the different types of learning? Explain whether conditioning or cognitive
learning is more active and why. Please provide examples.