Total Beverages, a maker of fruit juices and health drinks, recently launched a new
brand of packaged drinking water called AquaPure. In order to induce distributors to
carry the product, Total offers all its intermediaries a free refrigerator to store bottles of
AquaPure. This is an example of a ________.
A) consumer promotion
B) push strategy
C) backward flow
D) reverse flow
E) pull strategy
Companies should first think about the target market and then design the supply chain
backward from that point. This strategy is called ________ planning.
A) demand chain
B) resource
C) external channel
D) materials
E) strategic business
Starbucks, Aveda, and BMW have been able to position themselves within their
categories by combining quality, luxury, and premium prices with an intensely loyal
customer base. These companies are employing a ________ strategy.
A) market-skimming
B) market-penetration
C) survival
D) market share maximization
E) product-quality leadership
Kenilworth Inc. is shifting from its rented four-room office to a standalone office
building owned by the company itself. This can be classified as a ________.
A) modified rebuy
B) regular buy
C) straight rebuy
D) new rebuy
E) new task
________ is one of the sources of a spokesperson’s credibility that refers to the
specialized knowledge that he or she claims to possess.
A) Trustworthiness
B) Expertise
C) Acquaintance
D) Likability
E) Professionalism
Financial accountability and social responsibility marketing are elements of ________
marketing.
A) performance
B) relationship
C) internal
D) social
E) mass
When Starbucks introduced its Tazo Tea line to bring in new customers who had never
gone to Starbucks because they don’t drink coffee, Starbucks was employing a
________ strategy.
A) market-penetration
B) new-market segment
C) geographical-expansion
D) niche identification
E) blue-ocean
A group of products within a product class that are closely related because they perform
a similar function, are sold to the same customer groups, are marketed through the same
outlets or channels, or fall within given price ranges is known as a ________.
A) product type
B) product class
C) need family
D) product variant
E) product line
Aisha is a marketing manager with Injoos, a company that manufactures packaged fruit
juices. Knowing that several other companies exist in the market that offer similar
products, Aisha decides to build a customer base from among those who prefer to avoid
mass media and other targeted promotions. Which of the following marketing
communications tools would be her best option to build a favorable impression among
the prospective customers?
A) advertising
B) personal selling
C) sales promotions
D) direct marketing
E) public relations
Alduro Chemicals, a manufacturer of detergents, delivers chemicals used for
commercial washing to various hoteliers in the United States. Most of the company’s
revenue comes from routine orders from its existing customers. The company uses
unskilled salespeople to collect requirements from its customers. These unskilled
customers are known as ________.
A) demand creators
B) deliverers
C) missionaries
D) order takers
E) solution vendors
________ refers to data, information systems, and advice services that the seller offers
to their buyers.
A) Sales force relationships
B) Customer relationships
C) Open source technology
D) Customer training
E) Customer consulting
With the ________ heuristic, the consumer chooses the best brand on the basis of its
perceived most important attribute.
A) lexicographic
B) conjunctive
C) elimination-by-aspects
D) availability
E) representativeness
Who will most likely be willing to pay for high-value-added channels?
A) early buyers of a product
B) internal customers of a company
C) small and matured buyers of an industry
D) consumers of low involvement products
E) repeat customers of a product
In addition to its store brands and nationally well-known brands of detergents,
Reynold’s also carries much cheaper varieties of detergents that are not advertised and
have little-known names. They are often manufactured from lower-quality ingredients
and save on packaging and advertising costs. These are known as ________.
A) common carriers
B) shills
C) generics
D) private labels
E) marques
Oliver, a company that produces different types of olive oil, launched a promotional
campaign focusing on the alternative uses of olive oil. What strategy is the company
implementing to expand its total market demand?
A) using the new-market segment strategy to attract new customers
B) improving the current level of product performance
C) advertising new and different applications of the brand
D) protecting its market share
E) using the market-penetration strategy to attract new customers
Which of the following is an advantage of online communications for marketers?
A) Consumers cannot effectively screen out your messages.
B) Companies can accurately track how effective their ads are because software filters
out all bogus hits.
C) Companies can offer tailored information or messages that engage consumers.
D) Advertisers maintain complete control over the message.
E) Advertisers do not need to worry as much about context.
If you were an upper-level marketing executive of a large seller of trucks, which of the
following strategies would be most appropriate in reaching buying center targets?
A) Concentrate on key buying influencers.
B) Use multilevel in-depth selling.
C) Use trade-based promotions.
D) Concentrate sales efforts on the support staff.
E) Move all operations to the Internet.
Which of the following products is most likely to be sold using an exclusive
distribution strategy?
A) designer luggage
B) cigarettes
C) alcoholic beverages
D) car fuel
E) medicine
You work as a sales representative in a company that manufactures surgical equipment.
Before calling on an important prospect, you decide to search the Internet and find out
details about him. What step in the selling process is being carried out here? What is the
importance of this step?
What should a firm consider if it is in a nonhomogeneous market and a competitor
lowers its prices?
As a seller in the business market, you have promised your customers that you have
corporate credibility as one of your corporate goals. What three factors will have some
bearing on whether you will be able to meet your goal and promise?
Suppose Redbus, a player in the small car market, is planning to launch its new range of
hybrid cars. It decides to estimate the future demand for its new car before launching it
in the market. If interviewing consumers is not practical, what alternative technique
might it resort to?
What are the different forms of countertrade?
Give an example of the different technological devices that have been developed to
provide insight into the consumers’ behavior to the researchers.
When two service businesses, H&R Block and Hyatt Legal Services, combined their
efforts, they also joined marketing forces to create a strong alliance. This would classify
as which type of strategic alliance? Explain your answer.
Use reverse assumption analysis to analyze a school.