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Customer satisfaction is defined as ________________.
A. The degree to which an individual will resist switching from one offering to another
B. The level of liking an individual harbors for an offering
C. Customer laziness in trying new products
D. The likelihood that a customer become a buzz marketer
E. The number of purchases in a defined period of time
Heinz revolutionized the industry when it introduced its inverted bottle because
consumers had complained for years about how hard it was to get out that last bit of
ketchup. The company spent three years designing the convenient container, which is
equipped with a vacuum cap that stops crustiness from forming around the lid. This is
an example of the _______ objective of package design.
A. Usage promotion
B. Aesthetic
C. Communication
D. Harmony
E. Protection
Which of the following is not a positive nonverbal communication during a
presentation?
A. Eye contact
B. Smiling
C. Steady breathing
D. Tone of voice
E. Hands in pockets
See Exhibit 4.6.
A(n) _____ in promotional messaging is used to strike a chord with a target customer's
sense of right and wrong.
A. Fantasy
B. Rational
C. Emotional appeal
D. Lifestyle
E. Moral Appeal
The stereotypical automobile dealership uses tactics like high pressure and bargaining
to get customers to buy. This is an example of _____________.
A. Production orientation
B. Selling orientation
C. Marketing orientation
D. Buzz marketing orientation
E. Business orientation
_____________ is an example of a nontechnology communication selling activity.
A. Enhancing language and overall communication skills
B. E-mailing
C. Creating useful company web page content
D. Developing database management skills
E. Leaving voice-mail messages
Today's NAICS codes are based on the _____ codes of the 1990s.
A. CIS
B. BCS
C. BSC
D. SIC
E. SCC
Coca-Cola advertisements in Brazil may feature famous Brazilian soccer players and
use the theme "Always Coca-Cola." Ads in Japan may use Japanese rock stars and the
theme "Always Coca-Cola." This approach to advertising strategy is _____.
A. Global marketing themes
B. Local advertising
C. Global marketing with local content
D. Basket of global advertising themes
E. Local market ad generation
When Anne, an architect, specifies which products, like plumbing fixtures, will be used
in the building she has designed, she is playing the role of ______________.
A. Gatekeeper
B. User
C. Influencer
D. Nonuser
E. Decider
The task of handling crises and giving the company's perspective to news organizations
belongs in the ___________ element of marketing communications.
A. Advertising
B. Personal selling
C. Promotion
D. Public relations
E. Direct marketing
_____________, in whatever form, is the point of contact in the supply chain with the
consumer of the product.
A. Retailing
B. Breadth of merchandise
C. Customer touchpoints
D. Assortment
E. Variety
Listen HEAR!, a producer of headphones used with cell phones and MP3 players, uses
contract manufacturing overseas. The firm is concerned that tariffs may be increased.
An examination of this issue would take place in the _________ part of the situation
analysis.
A. Economic factors
B. Natural factors
C. Competitive factors
D. Political, legal, and ethical factors
E. Logistical factors
