OEM companies sell replacement parts to the customer that are at a better price than the
original manufacturer can supply.
When planning the product mix, marketing managers should assess packaging trends in
the marketplace.
Value is defined by the customer.
Investing in customers who fall into the zone of indifference is a good strategy because
the company can often prevent them from sliding into the zone of defection, thereby
increasing ROI.
Market penetration strategies allow the firm to introduce existing products to new
customers, often including international markets.
Product life cycle (PLC) includes four basic stages: introduction, growth, maturity, and
decline.
Which of the following is not considered an objective?
A. To improve customer satisfaction ratings to 95%
B. To increase ROI by 20%
C. To be the leader in our field
D. To reduce the cost of scrap material to less than 1% of total manufacturing cost
E. To get five new distributors
American Express recently introduced the One card that incorporates the American
Express brand as well as its own brand One. This is an example of combining a family
brand with _____.
A. Merging
B. Store branding
C. Stand-alone branding
D. Co-branding
E. Licensing
___________ uses media to deliver the message.
A. Advertising
B. Personal selling
C. Direct marketing
D. Interactive marketing
E. All of these use media
A window manufacturer has trouble getting raw materials for production. The problem
occurs in the ____________ activity of the value chain.
A. Inbound logistics
B. Operations
C. Outbound logistics
D. Marketing and sales
E. Service
The St. Louis Rams pump the smell of candy canes into their stadium because the team
feels that the scent adds to the _____ experience.
A. Olfactory
B. Brand
C. Tangible
D. Intangible
E. Environmental
Business-to-business markets are ________.
A. Identical to business-to-consumer markets
B. Similar in most ways to business-to-consumer markets
C. Different in several ways to business-to-consumer markets
D. Different in every way from business-to-consumer markets
E. All of these
______________ stimulates primary demand.
A. Pioneering advertising
B. Competitive advertising
C. Institutional advertising
D. Comparative advertising
E. Sales promotion
The AIDA model includes the steps of _______.
A. Attention, identification, desire, aspiration
B. Action, identification, decision, aspiration
C. Attention, interest, decision, action
D. Attention, interest, desire, and action
E. Attempt, interest, decision, aspiration
Herbie recently read that Crane Airways of Japan, Kestral Airlines of Germany, Heron
Air of Australia, and Egret Airways of India have code sharing, which allow passengers
to fly on any of the airlines, share frequent flyer miles, and give each other logistical
support. Herbie had just learned in his Global Marketing class that this arrangement is
known as a _________.
A. Franchise
B. Joint venture
C. Joint venture with minority ownership
D. Strategic alliance
E. Licensing
Data on consumer spending per capita or industrial purchasing trends would be
identified in the _______ section of a global research report.
A. Economic
B. Cultural, societal
C. Business environment
D. Political, legal
E. History, geography
The razor is an example of a product that appeals to both men and women but reveals
that ___________.
A. The same product class cannot be used to attack different gender markets
B. By slightly altering a product you can attack different gender markets
C. There are different needs and wants for the same product category based on gender
D. Women are always different than men
E. Both by slightly altering a product you can attack different gender markets and there
are different needs and wants for the same product category based on gender
Producers make money by pushing finished goods out the door and into the channel of
distribution. As such, the most commonly provided channel intermediary activities are
_______________.
A. Creating assortments
B. Reducing transactions
C. Transportation and storage functions
D. Facilitating functions
E. Disintermediation
The service-profit chain is designed to help managers better understand
____________.
A. The relationship between profit and production
B. The relationship between customer loyalty, revenue growth, and higher profits
C. The relationship between all the service employers and customer wants and needs
D. The relationship that exists between managers and employees
E. None of these
The budgeting method that relies on figuring out whatever is left over is known as the
______________ method.
A. Zero-based
B. Objective-and-task
C. Percent-of-sales
D. Comparative-parity
E. All-you-can-afford
Coke intends to maintain a customer relationship with its brand. It is trying to achieve
the goal of _________ in promotion.
A. Inform
B. Persuade
C. Remind
D. Both inform and persuade
E. Both persuade and remind