Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
"Losing a customer once means losing the entire stream of possible purchases that the
customer would make over an extended period of patronage." The above statement
specifically indicates loss in terms of ________.
A) customer-perceived value
B) marketing offerings
C) partner relationship management
D) customer lifetime value
E) value proposition
________ tend to be straightforward outlines of benefits and positioning points that the
advertiser wants to stress.
A) Promotion mix plans
B) Message strategy statements
C) Creative concept strategies
D) Advertainment statements
E) Branded entertainment plans
________ is the act of obtaining a desired object from someone by offering something
in return.
A) Valuation
B) Exchange
C) Market offering
D) Confiscation
E) Donation
Envirosax reusable shopping bags are stylish and affordable, and they eliminate the
need for plastic store bags. Envirosax reusable shopping bags most likely fall in the
category of ________ products.
A) deficient
B) pleasing
C) mature
D) desirable
E) unpleasing
Which of the following is an example of trade promotion?
A) manufacturers offering regular value-for-money deals to attract thrifty and
value-conscious customers
B) salespeople engaging in door-to-door selling activities
C) manufacturers offering free merchandise to resellers who feature a certain flavor or
size
D) advertisers claiming that a certain product is the best in the market
E) marketers selling specialty products to a small segment of customers with unique
preferences
Malcolm Sanders, a graduate student from Boston, makes customized snowboards for
local snowboarding enthusiasts. The demand for snowboards peaks during the winter
months, a busy time for Malcolm. He advertises more aggressively and sells most of his
snowboards around this time. Which market segmentation approach does Malcolm
most likely use?
A) gender segmentation
B) psychographic segmentation
C) occasion segmentation
D) geographic segmentation
E) age and life-cycle segmentation
Excel Enterprises uses a Web site, online social networks, and print advertisements to
promote its products. Since Excel Enterprises practices integrated marketing
communications, all these different brand contacts maintain ________ in design and
tone.
A) variety
B) simplicity
C) consistency
D) creativity
E) flexibility
Which of the following is a threat posed by the EU?
A) Europe could heap favors on firms from EU countries but hinder outsiders by
imposing obstacles.
B) European companies have become less competitive.
C) European companies have begun to monopolize international markets.
D) The EU has toughened the international protection of copyrights, patents, and
trademarks.
E) The EU has reduced Europe's remaining merchandise tariffs by 30 percent.
A review of the sales, costs, and profit projections for a new product to find out whether
they satisfy the company's objectives is called a ________.
A) business feasibility plan
B) marketing strategy development
C) business analysis
D) product acceptance
E) business proposal
________ shows consumer perceptions of a company's brands versus competing
products on important buying dimensions.
A) Gap analysis
B) Predictive buying
C) Cluster analysis
D) Perceptual positioning maps
E) Cost-benefit analysis
In a(n) ________, the vast majority of people engage in simple agriculture and consume
most of their output.
A) raw material economy
B) subsistence economy
C) industrializing economy
D) emerging economy
E) industrial economy
Conflict which occurs between different levels of the same marketing channel is known
as ________ conflict.
A) horizontal
B) vertical
C) multitiered
D) equilateral
E) communal
________ consists of creating something new to meet the needs of consumers in a
given country.
A) Communication adaptation
B) Joint venturing
C) Product invention
D) Straight product extension
E) Product adaptation
After determining its advertising objectives, a company's next step in developing an
advertising program is to ________.
A) set an advertising budget
B) determine the media vehicle
C) use cash rebate offers
D) evaluate the advertising campaign
E) develop a message strategy
Which of the following is the most effective way for a company to ship perishable
goods over long distances, if its key requirement is speed?
A) pipelines
B) water transport
C) trucks
D) air transport
E) trainships
Dan's Drugstore sells consumers medicine for twenty dollars that only costs two dollars
to make. The store is guilty of ________.
A) deceptive promotion
B) deceptive packaging
C) false advertising
D) excessive markups
E) redlining
The term "media multitaskers" refers to ________.
A) competing brands which use the same media vehicle
B) people who absorb more than one medium at a time
C) media planners who also head the creative department
D) media planners who use more than one advertising medium
E) ad agencies whose clients are competitors of each other
Which of the following major decisions should be taken by a company immediately
after it decides to operate internationally?
A) deciding which markets to enter
B) deciding how to enter the market
C) deciding on the global marketing organization
D) deciding on the global marketing program
E) deciding on the global communication program
Alpha Stampings Inc. produces 14 metal stampings for the automotive industry. Due to
industry design changes and consumer demands, for the next financial year, six of those
stampings will require a slight change: two will have an extra hole punched through the
side, two will require an extra plating process, and two will require an additional weld
operation.
In the meantime, the purchasing agent Richard Koehl has been asked to reduce the
number of Alpha's steel suppliers in an effort to cut costs. After obtaining updated price
quotations and steel samples from his current suppliers, Richard faced a dilemma. Until
now, he had selected his suppliers based on quality and price, but the major
consideration had been the type of steel required and the specialized production
processes of his respective suppliers. Not all of Alpha's suppliers could produce the
exact grades of steel needed; some suppliers were better at producing certain types of
steel than others.
Richard contacted several employees at Alpha who had worked with the various types
of steel in the past. The quality control manager and line inspector, for example, could
help to determine which suppliers had the capabilities of producing specific types of
steel. The production control manager could provide input regarding which types of
steel worked best in which presses. The warehouse foreman gave inputs regarding how
long various types of steel could be held in inventory before rust spots began to form on
their surfaces. Each person contributed the necessary information to help Richard in
making his decision.
In this scenario, which of the following had the greatest influence on the business
buying behavior at Alpha Stampings?
A) individual preferences
B) organizational structure
C) interpersonal influences
D) technological changes
E) cultures and customs
