Few consumers actually delete cookies frequently. When customers do not delete
cookies, they expect customized marketing appeals and deals.
The main objective of marketing public relations is to secure editorial space in print and
broadcast media to promote or “hype” a product, service, idea, place, person, or
organization.
Mobile ad copy should occupy only 50 percent of the screen, avoiding complex
viewing experiences that may take a toll on consumers’ battery and data availability as
well as their time.
The result of positioning is the successful creation of an employee-focused value
proposition.
Sustainability ratings exist, but there is no consistent agreement about what metrics are
appropriate.
Two-sided messages are more effective with more educated audiences and those who
are initially opposed.
The competitive intelligence function works best when it is closely coordinated with the
decision-making process.
In the statement, “Volvo develops its cars for buyers to whom safety is a major concern,
positioning the vehicles as the safest a customer can buy,” buyers to whom safety is a
major concern is the target market.
The homogeneity of natural materials limits the amount of demand-creation activity
that producers undertake.
The trade-off approach may be easier to use when there are only a few variables and
alternatives.
Customer equity is synonymous with brand equity.
Indirect exports are characterized by high investment, and therefore high risk.
A customer-performance scorecard tracks the satisfaction of various constituencies who
have a critical interest in and impact on the company’s performance: employees,
suppliers, banks, distributors, retailers and stockholders.
Modifying a brand to suit group-level or individual needs is called staking.
Internal marketing requires that everyone in the organization buy into the concepts and
goals of marketing and engage in choosing, providing, and communicating customer
value.
Under which of the following conditions is the reach of media the most important factor
in media selection?
A) when introducing frequently purchased brands
B) when going into a defined target market
C) when launching extensions of well-known brands
D) when there are strong competitors to a brand
E) when there is high consumer resistance to the product
Which of the following is a disadvantage of direct marketing?
A) invasion of privacy
B) inability to build brand awareness
C) low chances of customers avoiding messages
D) inability to control marketing communication
E) inability to maintain information security
A stock order point of 10 means ordering the product ________.
A) every 10 days
B) when stock falls to 10 units
C) every 10 units
D) when stock falls to 9 units
E) in batches of 10 items
Jorge drinks two liters of soda each day. He is aware of the negative impacts of sugary
drinks on his health and the potential for the empty bottles to add to pollution. His
demand state is best characterized as ________ demand.
A) overfull
B) latent
C) irregular
D) unwholesome
E) nonexistent
________ are offered by a manufacturer to trade-channel members if they will perform
certain functions, such as selling, storing, and recordkeeping.
A) Consumer promotions
B) Quantity discounts
C) Functional discounts
D) Seasonal discounts
E) Trade-in allowances
When Mercedes successfully introduced its C-Class cars at $30,000 without injuring its
ability to sell other Mercedes cars for $100,000, it was an example of a successful
________.
A) two-way stretch
B) line pruning
C) down-market stretch
D) up-market stretch
E) choice reduction
Which of the following allows a firm to maintain control over service level and obtain
more dedicated and knowledgeable selling?
A) selective distribution
B) intensive distribution
C) push strategy
D) exclusive distribution
E) pull strategy
After successfully exporting its products through export merchants, Boyes Inc. decides
to take control of its exports. It sets up its own unit in the home country that takes care
of all export-related activities. Boyes Inc. is most likely using ________.
A) foreign-based distributors or agents
B) a domestic-based export department
C) export merchants in foreign countries
D) export-management companies
E) traveling export sales representatives
Newer, more strategically oriented purchasing departments have a mission. Which of
the following most accurately describes that mission?
A) Make the most profit possible and remain independent of entanglements.
B) Approach every purchasing opportunity as means to create interdependency.
C) Seek the best value from fewer and better suppliers.
D) Outsource the supply function.
E) Abandon all strategies except for systems selling and buying.
A company can take several steps to improve the quality of its marketing intelligence. If
the company purchases competitive products for study, attends open houses and trade
shows, and reads competitors’ published reports and stockholder information, the
company is using ________ to improve the quality of its marketing intelligence.
A) sales-force surrogates
B) intermediaries
C) external networks
D) advisory panels
E) customer feedback systems
If Microsoft announces plans for a new-product development, smaller firms may
choose to concentrate their development efforts in other directions to avoid
head-to-head competition. In this example, Microsoft is employing a ________ defense
strategy.
A) preemptive
B) counteroffensive
C) mobile
D) flank
E) contraction
________ marketing is based on the premise that marketers can no longer use
“interruption marketing” via mass media campaigns.
A) Relationship
B) Permission
C) Database
D) Internet
E) Horizontal
During a focus-group session, one set of participants indicated that Dell computers
reminded them of a surfer, Apple computers of a mad scientist, and IBM was equated to
Ebenezer Scrooge from Charles Dickens’s tale, “A Christmas Carol.” Which of the
following qualitative research approaches relates to the approach described above?
A) projective techniques
B) visualization
C) brand personification
D) laddering
E) brand architecture
GE Capital, GE’s lending arm, uses ________ with financial institutions in South
Korea, Spain, Turkey, and elsewhere to reach more geographic and technological
markets and to diversify investments and risk.
A) licensing deals
B) direct investment
C) indirect exporting
D) joint ventures
E) direct exporting
When a theater sells matinee movie tickets at low prices, it aims to shift some demand
from the peak to the off-peak period. What is the strategy that the theater is said to be
adopting?
A) It is providing complementary services.
B) It is increasing peak-time efficiency.
C) It is using linear pricing.
D) It is using differential pricing.
E) It is sharing services.
Market demassification has resulted in ________.
A) niche market creation
B) product standardization
C) mass production practices
D) intrinsic marketing channels
E) just-in-time production
Pepe Homes manufactures a range of bathroom accessories and fittings that include
bathtubs, shower stalls, etc. While deciding on an effective advertising media vehicle
for its planned advertising campaign, the marketing department decides that its
advertising objectives would be best achieved if they used a medium that would portray
their brand as prestigious and a symbol of luxury. To this effect, the medium should
offer marketers a high degree of audience selectivity and high-quality reproduction.
Which of the following advertising media would best serve the advertising purposes of
Pepe Homes?
A) outdoor media
B) radio
C) magazines
D) television
E) newspapers
Hot Topic, a chain that sells rock-band-inspired clothes for teens, recently launched
Torrid to give plus-size teens the same fashion options. Identify the three parts of the
value delivery process and their function for Hot Topic.
The family is the most important consumer buying organization in society, and family
members constitute the most influential primary reference group. We can distinguish
between two family categorization in the buyer’s life. Name the two families and their
impact on buying behavior.
What key indicators of sales performance do sales managers extract from call reports?
Sandy’s Stores is a small chain of grocery stores located in a few neighboring towns.
The stores have always been largely self-service, but the company is considering
making a switch to full-service stores. Offer reasons why Sandy’s should stick with its
current system.
What does the learning theory teach marketers about demand for products?
Interno Computers Inc., together with subsidiaries, designs, manufactures, and markets
personal computers and mobile communication and media devices, as well as sells
related software, services, peripherals, networking solutions, and applications
worldwide. The company is planning to launch a high-end portable digital music player
worldwide. What is the best way to organize this product launch?
Explain how luxury brands can benefit during an economic recession from having
lower-priced brands or subbrands in their portfolio.
The creation of significant brand equity involves reaching the top or pinnacle of the
brand pyramid. What are the six components of the brand resonance pyramid?
Jane is a marketing researcher of a cellular service providing firm. She is conducting
market research before the firm decides to launch its 4G services. After deciding on the
research approach and instruments, what is the next step that Jane should follow? What
are the three things that she is required to consider in this step?
Simpsons, a manufacturer of air conditioners, finds that its sales potential is less than its
market potential even when it spends a sufficient amount on advertisements and after
sale services. What is the basic reason behind such an observation by the marketers of
Simpsons?