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Which of the following is NOT a reason that companies use social media?
A) cost effectiveness
B) engagement and social sharing capabilities
C) ease of creating content
D) immediacy and timeliness
E) interactiveness
In recent years, service differentiation among retailers has ________.
A) increased at a steady rate
B) decreased
C) stayed the same
D) increased exponentially
E) tripled
All of the following are problems associated with the poor selection of salespeople
EXCEPT ________.
A) lower sales
B) costly turnover
C) less productivity
D) fewer training expenses
E) disruptive customer relationships
Berman Electronics, a chain of appliance stores in North America, caters to a wide
range of customers. It has a marketing organization in which different operational
specialists head different marketing activities. Berman Electronics is a(n) ________.
A) customer management organization
B) niche marketer
C) early adopter
D) functional organization
E) laggard
Which of the following terms is used to describe the actors and forces outside
marketing that affect marketing management's ability to build and maintain successful
relationships with target customers?
A) marketing environment
B) marketing orientation
C) strategic planning
D) target markets
E) marketing mix
A good design begins with ________.
A) brainstorming new product ideas
B) making prototypes of the planned product
C) identifying the most suitable and aesthetic packaging
D) brainstorming technical product specifications
E) observing and understanding customers and shaping their product-use experience
In a(n) ________ economy, fast growth in manufacturing results in rapid overall
economic growth.
A) industrial
B) industrializing
C) materials exporting
D) subsistence
E) agrarian
A(n) ________ controls the flow of information to others in the buying center.
A) user
B) influencer
C) buyer
D) decider
E) gatekeeper
A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of
a medication. Which of the following message execution styles is illustrated in this
example?
A) mood or image
B) fantasy
C) personality symbol
D) musical
E) testimonial evidence
The early ________ cut expenses by offering few services and operating in
warehouse-like facilities in low-rent, heavily traveled districts.
A) department stores
B) hypermarkets
C) discount stores
D) supermarkets
E) full-service retailers
________ refer to sales promotion tools used to persuade resellers to carry a brand, give
it shelf space, promote it in advertising, and push it to consumers.
A) Point-of-purchase promotions
B) Frequency marketing programs
C) Trade promotions
D) Events
E) Coupons and inserts
Electron Corp. purchased Proton Corp. by buying all of its assets and ownership equity.
This is an example of a(n) ________.
A) new product development
B) acquisition
C) joint venture
D) licensing contract
E) divestment
Sears and Holiday Inn encountered difficult times because they did not stand out as the
lowest in cost, highest in perceived value, or best in service of their primary target
market segment. Both companies are ________.
A) niches
B) jack-of-all-trades
C) middle-of the roaders
D) red oceans
E) laggards
According to Michael Porter, what are three effective competitive positioning
strategies?
A) middle-of-the-roaders, focus, and overall cost leadership
B) focus, differentiation, and middle-of-the-roaders
C) overall cost leadership, differentiation, and middle-of-the-roaders
D) overall cost leadership, differentiation, and focus
E) differentiation, market segmentation, and focus
Boson Corp. is introducing consumers to its new car with the help of an advertisement
campaign. This introductory campaign most likely aims to affect the ________ stage of
buyer-readiness.
A) liking
B) awareness
C) preference
D) insistence
E) conviction
Which of the following is NOT a major logistics function?
A) inventory management
B) product designing
C) warehousing
D) transportation
E) packaging
