United Technologies is a good example of a house of brands strategy because it uses
individual or separate family brand names including Otis elevators, Carrier heaters and
air conditioners, Hamilton Sundstrand aerospace and industrial, and Sikorsky
helicopters.
Social marketing is a new trend in marketing.
Self-audits tend to provide more objective information than audits conducted by
external consultants.
The last step in the seven-step marketing segmentation process would be to develop a
marketing-mix strategy reflective of segment positioning strategies.
Reverse assumption analysis lists all the normal assumptions about an entity and then
turns them around.
The coming years will see the rise of the marketing department and the demise of
holistic marketing.
A segment is attractive when there are actual or potential substitutes for the product.
Atlas’s marketing group is concerned about a macroenvironment that includes
demographic, economic, physical, technological, political-legal, and social-cultural
forces that affect sales and profits.
Generally, consumers prefer small price increases on a regular basis to sudden, sharp
increases.
Compatibility refers to the degree to which the innovation matches the values and
experiences of the individuals.
A written document that summarizes what the marketer has learned about the
marketplace and indicates how the firm plans to reach its marketing objectives is called
a vision statement.
Contrary to popular belief, marketers do not create needs.
A marketing audit is an orderly examination of the organization’s macro- and
micromarketing environments, marketing objectives and strategies, marketing systems,
and specific activities.
The buying process begins when someone places an order with a sales representative.
A strategy is a game plan for achieving what the business unit wants to achieve.
Because customers are not really concerned with timely delivery, customers are
unlikely to differentiate between firms based on their order-to-payment cycles.
A functional organization allows for adequate planning as the number of products and
markets of a firm increases.
Social marketing programs designed to motivate people to donate blood or attract
people for mass immunization are examples of cognitive campaigns.
Companies cannot achieve differentiation by differentiating their channels, as this is not
the purpose of a distribution channel.
Management can assemble a summary set of relevant internal and external measures in
a marketing dashboard for synthesis and interpretation.
Philip Morris bought Miller Brewing and launched low-calorie beer, at a time when
consumers had the impression that low-calorie beer does not taste as good as normal
beer. What does the company assure by stating that the beer tastes good?
A) points-of-difference
B) points-of-presence
C) points-of-parity
D) points-of-conflict
E) points-of-inflection
Agricultural assemblers, petroleum bulk plants and terminals, and auction companies
are examples of ________.
A) full-service wholesalers
B) specialized wholesalers
C) limited-service wholesalers
D) merchant wholesalers
E) brokers
When American Airlines asked how many first-class passengers would purchase
in-flight Internet service at $25, they were conducting ________ research.
A) causal
B) exploratory
C) secondary
D) ethnographic
E) descriptive
Devin, an online marketing manager for the Gilt Groupe, sends more than 3,000
variations of its daily e-mail for its flash-sale site based on recipients’ past ________,
browsing history, and purchase history.
A) complaints
B) click-throughs
C) comments
D) ratings
E) interstitials
The ________ concept holds that consumers and businesses, if left alone, will
ordinarily not buy enough of the organization’s products.
A) production
B) selling
C) marketing
D) product
E) holistic marketing
The distance between the market minimum and the market potential shows the overall
________.
A) marketing sensitivity of demand
B) market share of the firm
C) market forecast of the firm
D) product-penetration percentage
E) sales quota
Companies provide rewards to customers who buy often and in substantial amounts.
These reward schemes are referred to as ________ programs.
A) benefit
B) frequency
C) satisfaction
D) profitability
E) quality
Which of the following is NOT a challenge associated with international marketing?
A) Managers need to learn new languages and laws.
B) Managers need to deal with volatile currencies.
C) Managers face political and legal uncertainties.
D) International markets are less safe.
E) All of the above are challenges.
Which element of a brand story framework do Randall Ringer and Michael Thibodeau
relate to the time, place, and context of the brand story?
A) cast
B) pitch
C) narrative arc
D) setting
E) language
Starbucks uses social-media engagement to respond, listen to and connect with fans,
which is important to them because it builds loyalty, which is one aspect of the
________ pillar of the BrandAsset® Valuator.
A) energized differentiation
B) esteem
C) relevance
D) knowledge
E) strength
________ sell and deliver a limited line of semiperishable goods to supermarkets,
grocery stores, hospitals, restaurants, and hotels.
A) Producers’ cooperatives
B) Cash and carry wholesalers
C) Truck wholesalers
D) Drop shippers
E) Rack jobbers
Advertising and publicity tools play the most important roles in influencing buying
decisions at the ________ stage of buyer readiness.
A) comprehension
B) conviction
C) ordering
D) reordering
E) awareness-building
Experts recommend mobile ad copy should occupy only ________ percent of the
screen, avoiding complex viewing experiences that may take a toll on consumers’
battery and data availability as well as their time.
A) 30
B) 40
C) 50
D) 60
E) 70
When one unit charges another unit in the same company for goods it ships to its
foreign subsidiaries, the charge is called a(n) ________ price.
A) original
B) transfer
C) margin
D) break-even
E) customer value
A person’s ________ consist(s) of all the groups that have a direct (face-to-face) or
indirect influence on his/her attitudes or behavior.
A) subculture
B) family
C) social class
D) reference groups
E) social networks
The market leader strategy ensures high sales volume, whereas the market nicher
strategy allows firms to achieve ________.
A) high margin
B) low margin
C) high promotability
D) medium pricing
E) lower demand
As a market follower strategy, the ________ duplicates the leader’s product and
packages and sells it on the black market or through disreputable dealers.
A) innovator
B) cloner
C) imitator
D) adapter
E) counterfeiter
Mountain Dew’s Dewmocracy promotional campaign ‘” including advertising, events, a
Web site and social media efforts designed to engage consumers in brand-related
activities ‘” is an example of ________.
A) paid media
B) earned media
C) individualization
D) word-of-mouth
E) mobile marketing
________ is the systematic design, collection, analysis, and reporting of data and
findings relevant to a specific marketing situation facing the company.
A) Marketing communications
B) Internal marketing
C) Marketing research
D) Market segmentation
E) Marketing planning
Ford Motor Company knows that to reach its target markets three kinds of marketing
channels may be used. What are these three marketing channels and how might Ford
use each of them?
Distinguish between brand equity and brand valuation.
Mal’s father and grandfather ran Reynold’s, a general store in the town of Bayswater.
When Mal inherited the store, the town was expanding rapidly and a number of
multinational franchisors showed interest in entering the town. Mal wants to turn
Reynold’s into a franchise of Blue Sun, a fast-food chain. What benefits can Mal gain
from this move?
A new trend in marketing is toward customerization. Describe what customerization is
and how marketers are using it.
How does the marketing environment determine the position of the market demand
function?
You are the sales manager of a company that manufactures and markets server
computers. The company’s products require high-involvement from the sellers and
require salespeople to provide complex and technical information. What kind of a
compensation structure do you select for your sales representatives?
Horon Furniture is a manufacturer of office furniture. The company is known for its
innovative multipurpose furniture. When designing a new product, the designers list
several ideas and consider each in relationship to others. For example, the company
considers various options such as an office table, foldable chairs, and filing cabinet, etc.
Finally, the company may come up with a foldable office table with chairs attached and
with a filing cabinet. Describe the creativity technique used at Horon Furniture.
What are four pieces of advice for getting a viral ad shared?
What is the chief advantage of using each of the following contact methods: mail
questionnaire, telephone interview, and personal interview?
The management of Keiko has learned that the company risks losing a long-time
customer, LZT, to a competitor. How can Keiko make it more difficult for LZT to
switch to another customer?