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Apostle customers are those who are completely satisfied and have a high loyalty and
are very supportive of the company.
The expenditure incurred for product-related advertising and promotion is an example
of direct fixed costs.
Sales promotion can induce customers to become brand-loyal.
Indirect channels can reach more customers and perform functions that the sales force
cannot.
Inquiry tests are used for print ads.
It is possible to use a low-price competitive advantage even if you are not the industry
leader, or do not have the greatest cumulative experience.
A market orientation helps to ensure that the product or service ultimately introduced
has a unique value proposition.
The environment in which marketing and marketers operate is dynamic and usually
outside the control of marketing managers.
The most common form of testing for advertising concepts is the use of focus groups.
For industrial purchases the purchasing cycle can last for several years.
Chasm refers to the large gap between the late majority and the laggards.
Which of the following illustrates how customer needs and engineering characteristics
influence one another?
A) house of quality
B) conjoint analysis
C) quality function deployment
D) communication matrix
Which of the following is one of the two largest markets for private-label grocery items
outside the United States?
A) South Africa
B) Brazil
C) China
D) Australia
Economic theory suggests that rational customers will collect information only to the
point at which:
A) the marginal benefit of obtaining the information in terms of incremental value to
making a choice equals the marginal cost.
B) the total benefit of obtaining the information equals the total cost after purchasing
the product.
C) they can no longer pay for syndicated information.
D) the marginal benefit of obtaining the information in terms of incremental value to
making a choice is less than the marginal cost.
With reference to a SWOT analysis, the letter T in the word SWOT stands for:
A) time.
B) threats.
C) trends.
D) tactics.
A customer service person comes 3 hours late to service your computer. Which of the
following gaps best describe this situation?
A) the gap between customers expectations and management perceptions
B) the gap between managements perception and service quality specifications
C) the gap between service quality specifications and service delivery
D) the gap between service delivery and external communications
Sampling and other promotions to get customers to try the service at low cost or risk are
intended to reduce the problem of:
A) intangibility.
B) barrier to entry.
C) logistics.
D) service design.
Which of the following statements is true about the decline stage of the product life
cycle?
A) During this stage, the market grows rapidly.
B) Many new competitors enter the market.
C) Usually, competition is most intense in this phase.
D) Product category sales decrease at this stage.
The danger associated with remaining customer-led is that:
A) businesses may ignore unexploited opportunities.
B) customer benefits may not be considered always.
C) businesses might ignore core competencies when serving customers.
D) the marketing programs would turn out to be outbound.
________ needs are the main strategic benefits that the product or service attempts to
deliver.
A) Primary
B) Secondary
C) Tertiary
D) Psychological
Identify the statement that addresses the mode of entry.
A) "We need to start-off with penetration pricing strategy for our products to make it
familiar in the market."
B) "We have to concentrate on disintermediation of the supply chain if we want to
succeed in this market."
C) "We should consider a joint venture with a firm that has the greatest presence in the
market."
D) "We can use price skimming to portray a high-quality image for our product."
Which of the following is not a component of the traditional value chain?
A) inbound marketing programs
B) raw materials
C) product/services
D) assets/core competencies
Retailers have category managers who are empowered to:
A) operate their categories as separate businesses.
B) merge with other companies as they see fit.
C) make significant investments in international countries.
D) relocate their retail locations to meet their satisfaction.
In the chasm model, the third small crack between the Conservatives and the Skeptics is
the problem of:
A) getting laggards to buy a product.
B) getting late majority to buy a product.
C) getting innovators to buy a product.
D) getting early adopters to buy a product.
When a marketing manager is dissatisfied with the current positioning of his/her
product or service and seeks a new perceived advantage, it is called:
A) brand positioning
B) perceptual mapping
C) brand repositioning
D) brand extension
