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Brand loyalty develops when customers develop a number of emotional, psychological,
and performance links with a brand.
The shift in focus from services to goods is a shift from the means and the producer
perspective to the utilization and the customer perspective.
An individual moves through five stages before adopting a product, including
awareness, interest, trial, testing, and adoption.
A buying center is a permanent group of people at a B2B company that decides on each
new purchasing decision. It is most common for only one buying center to exist at any
time in a company.
Direct marketing is an interactive marketing system that uses only one advertising
medium to effect a measureable response and/or transaction at any location.
Agencies vary from specialized firms that focus on an industry or on a particular area of
promotion to full-service shops.
The economy of the European Union is larger than that of the United States.
The new-product development process can be described in three steps: (1) identify
product opportunities, (2) define the marketplace parameters for the possibility of
government regulation, and (3) develop the product opportunity.
Gender roles are behaviors regarded as proper for men and women in a particular
society. These roles do not change over time, but they do change across cultures.
Nestlé embraces a local branding strategy globally while other companies like
Coca-Cola and Kellogg use a global branding strategy.
Marketing is relevant only to people in the organization that work directly in the
marketing department.
The concept of being able to get either secondary and/or primary data on a market being
considered for segmentation means _______.
A. Differentiation
B. Targeting
C. The market is accessible to media
D. The market is readily identifiable and can be measured
E. The market is primed to be attacked by media
Exceeding customer expectations is often referred to as ___________.
A. Customer excellence
B. Customer loyalty
C. Customer essence
D. Customer delight
E. None of these
Southwest Airlines is a good example of the concept of service criteria because ______.
A. It flies a variety of planes made only by Boeing
B. It minimize service costs by having untrained employees performing routine
maintenance
C. Its service terminals are in low-cost parts of the country
D. It flies only Boeing 737s so maintenance crews need to know only one plane
E. None of these
The process of _________ places the communication into some channel or medium so
that it can make its way to the intended receiver.
A. Encoding
B. Decoding
C. Message transmission
D. Feedback
E. Transferring
Lever Brothers, a worldwide leader in consumer products, follows a brand strategy in
its personal care division with nine brands (AXE, Dove, Lifebuoy, Lux, Ponds, Rexona,
Sunsilk, Signal, and Vaseline) that operate independently of one another. This is an
example of _______.
A. Family branding
B. Store branding
C. Stand-alone branding
D. Co-branding
E. National branding
For most products, as long as the customer perceives the ratio of price and benefit to be
at least at equilibrium, perceptions of __________ will likely be favorable.
A. Market share
B. Quality
C. Value
D. Market share and Quality
E. Market share and Value
Caesars Entertainment points with pride to the fact that everyone in the firm
understands and can articulate its branding and values. This would be an indication that
Caesars is devoted to __________.
A. Self-actualization for management
B. Work-focused training for valued employees
C. Internal marketing to achieve the goals in the service-profit chain
D. Internal marketing to achieve the goals of stress-relief ergonomics
E. All of these
The Green Scene Co., a struggling start-up firm that needs a huge cash injection, has an
environmentally friendly pesticide that is approved for use by commercial organic
farmers. The pesticide is made from all natural ingredients and has great potential. A
small investment firm has injected cash in Green Scene. Mostly likely the investment
firm views Green Scene as a _________.
A. Star
B. Cash Cow
C. Dog
D. Problem Child
E. Top Gun
In the decline stage of the PLC, price is pressured as a result of _______.
A. Consumers forgetting about the brand
B. New companies forging ahead in the market and offering lower prices to gain
market share
C. Suppliers giving the firm price concessions, but not helping with the reduction in
market size
D. Competitors dropping price and costs remaining high due to lower sales volume
E. None of these
The average consumer catalog purchase is ___________.
A. $75
B. $250
C. $150
D. $50
E. $100
A marketing manager wants to efficiently reach large numbers of customers and he is
not concerned about production costs. Based on the manager's consideration,
____________ will be the most appropriate promotional form.
A. Sales promotion
B. Public relations
C. Personal selling
D. Advertising
E. Direct marketing and interactive marketing
____________ requires the establishment of different planning options depending on
the expected case, best case, or worst case.
A. Scenario planning
B. Forecasting
C. Alterations
D. Contingency planning
E. Both scenario planning and Contingency planning
When action plan budgets are aggregated into an overall marketing budget, you can
assume the budgeting method used is ________________.
A. Per-unit
B. Percent-of-sales
C. Comparative-parity
D. All-you-can-afford
E. Objective-and-task
When responding to an RFP the B2B marketer may __________.
A. Use CRM or custom software to make all proposals look uniform
B. Assign it to one person in the organization
C. Give the same proposal to all prospective clients
D. Let only the sales team read the proposal
E. None of these
The purpose of marketing metrics is to ____________ key benchmarks for
improvement just as financial metrics guide the financial management of the firm.
A. Identify
B. Track
C. Evaluate
D. Provide
E. All of these
Swag Suitz, a manufacturer of male clothing, finds that the informal atmosphere that
was created by the three founders is no longer manageable now that the firm has more
than 300 employees. Managers have determined a need for a human resources
department. An examination of this issue would be found in the ________ part of the
situation analysis.
A. Firm structure
B. Firm culture
C. Firm leadership
D. Firm resources
E. Firm history
_______ is the various ways a site enables user-to-user communications.
A. Community
B. Customization
C. Content
D. Commerce
E. Context
Payment based on short-term results, usually a salesperson's dollar or unit sales volume,
is called ________________.
A. Salary
B. Benefits
C. Intrinsic rewards
D. Commission
E. Incentive pay
When a company underpromises but overdelivers with respect to its services, it is said
to be practicing ___________.
A. Inferior service management
B. Sandbagging
C. Customer salience management
D. Customer expectations management
E. None of these
