When a company acquires consumer-panel data from firms like A.C. Nielsen Company
and Information Resources Inc., which of the following steps to improve the quality of
a company marketing intelligence system is the company resorting to?
A) training and motivating the sales force to spot and report new developments
B) motivating distributors, retailers, and other intermediaries to pass along important
intelligence
C) hiring external experts to collect intelligence
D) using external network
E) purchasing information from outside research firms and vendors
A(n) ________ appeal is a creative strategy that elaborates on product or service
attributes or benefits.
A) aesthetic
B) informational
C) bandwagon
D) emotional
E) transformational
According to Hofstede, cultures with low power distance are ________.
A) collectivist
B) assertive
C) egalitarian
D) risk-averse
E) risk-tolerant
At the heart of any marketing program is the firm’s ________, its tangible offering to
the market.
A) strategy
B) product
C) brand
D) value
E) people
________ for a product is the total volume that would be bought by a defined customer
group in a defined geographical area in a defined time period in a defined marketing
environment under a defined marketing program.
A) Company demand
B) Area market potential
C) Market demand
D) Company sales potential
E) Total market potential
The ________ rates the various elements of the service bundle and identifies required
actions.
A) company performance analysis
B) voice of customer measurement
C) customer factor measurement
D) importance-performance analysis
E) customer importance analysis
A product-management organization makes sense if ________.
A) the company’s products are quite varied
B) there are very few products in the company’s portfolio
C) the company is pursuing a low cost strategy
D) the company’s products satisfy similar customer needs
E) the company is vertically integrated
The ________ determines the marketing program’s ability to affect the customer
mindset and is a function of the quality of the program investment.
A) customer multiplier
B) market multiplier
C) shareholder value
D) program multiplier
E) price elasticity
Another term for high customer ________ is customer churn.
A) retention
B) defection
C) value
D) perception
E) belief
If a researcher asks a consumer why s/he wants to buy a Nokia cell phone, and learns,
“They look well built” (attribute); then asks “Why is it important that the phone be well
built?” and learns “It suggests Nokia is reliable” (a functional benefit); then asks “Why
is reliability important?” and learns “Because my colleagues or family can be sure to
reach me” (an emotional benefit), the researcher is using a technique called ________.
A) brand personification
B) projective technique
C) visualization
D) laddering
E) Zaltman Metaphor Elicitation Technique
The relationship between a company and its office supplies vendor where competition
rather than cooperation is the dominant form of governance is probably best described
as ________.
A) basic buying and selling
B) contractual transaction
C) collaborative
D) customer supply
E) customer is king
Alcart Solutions is a large distributor of Aldor phones in Canada. The company
distributes products to various retailers in the New Brunswick province. Recently Aldor
received several complaints from its retailers that their orders are not delivered on time.
They also complain that Alcart offers preferential treatment to some of the other
retailers in the region. This is an example of ________ conflict.
A) multichannel
B) horizontal
C) vertical
D) intermediate
E) parallel
________ management allows the company to discover who its target markets are, how
they behave, and what they need or want. It also enables the company to respond
appropriately, coherently, and quickly to different customer opportunities.
A) Network
B) Supply chain
C) Marketing
D) Customer relationship
E) Total quality
Which of the following firms is most likely to seek radical innovation?
A) a traditional publishing company
B) a small scale FMCG company
C) a firm that procures and markets wheat
D) a high-tech firm in telecommunications
E) a firm that sells mineral water
What occurs when any company lengthens its product line beyond its current range?
A) market overreach
B) brand dilution
C) product adaptations
D) cannibalization
E) line stretching
A marketer is interested in segmenting a business market based on urgency of delivery
and the size of the order. Which of the following major segmentation variables would
the marketer most likely use to assist with the task?
A) purchasing approaches
B) situational factors
C) operating variables
D) personal characteristics
E) demographic variables
Mars Group is a market research firm that sells field interviewing services to a software
development firm. Can Mars Group be categorized as a custom market research firm?
Give reasons to support your answer.
Flash Designs is an apparel manufacturing company and has adopted a franchising
model to distribute and sells its garments. The company recently received complaints
from a particular franchisee that another competing franchisee was infringing on its
territory. What type of conflict is this?
According to IBM, what do firms need to do to exploit the power of social media?
Agatha’s Inc. is about to introduce a new product in the market, but is not sure as to
how it should price the product. The company is facing intense competition from five
other companies. In the past, it has also failed to keep up with the changing consumer
wants. In such a situation, what should be its main objective?
What is a marketing information system (MIS)? From what sources is the MIS
developed?
According to the BrandZ model of brand strength, brand building involves a series of
five sequential steps. What are those five sequential steps?
What are the elements of a direct mail offer? How can each be tested?
In what ways can brand extensions improve the odds of new-product success?