________ involves creating a flowchart that describes the flow of activity from the time
the customer first contacts the service provider to the time the customer receives the
service.
A) Conjoint analysis
B) Market analysis
C) Service blueprinting
D) Multi-dimensional scaling
The amount of money spent on the whole category of a product is known as:
A) share of category requirements.
B) size of wallet.
C) share of wallet.
D) customer lifetime value.
One of the best methods of determining how consumers feel about the perceived
differences between competitive products or services is through:
A) survey research.
B) perceptual mapping.
C) histograms.
D) analysis of sales results.
Which of the following types of trade promotion allows the channel member to return
unsold merchandise for a full or partial refund, thus reducing the risk of carrying the
product?
A) sales-based promotion
B) place-based promotion
C) an off-invoice allowance
D) product-based promotion
Caterpillar markets are the most reliable farm equipment in the industry. This is an
example of a:
A) differentiation strategy.
B) market penetration strategy.
C) market development strategy.
D) cost-based strategy.
According to the text, ________ products have formed user groups for years, where
groups give the company feedback and give each other tips on how to better use the
product.
A) high-tech
B) food
C) personal care
D) lifestyle
The ________ model is any model in which a low score on one attribute can be offset
by a higher score on another.
A) cluster
B) segmentation
C) compensatory
D) attribution
Identify the trade promotion that is the most risky for a company.
A) place-based promotions
B) sales-based incentives
C) product-based allowances
D) price-based promotions
When marketing managers select a market segment to pursue, it is called:
A) segmenting the market.
B) selecting the target market.
C) selecting the right product.
D) selective distribution.
Which of the following is the disadvantage of marketing driven approach to the
marketplace?
A) This kind of organization is slow to respond to changes.
B) This approach is associated with high level of risk.
C) It is not suited for high-scale products such as consumer goods.
D) This approach does not consider customer opinion.
Costs, such as the marketing manager’s salary and product-related advertising and
promotion expenses, are examples of:
A) development costs.
B) variable costs.
C) direct fixed costs.
D) overhead costs.
In monitoring sales in market tests, it is important to recognize that a large percentage
of first-year factory sales represents:
A) sales to final customers.
B) one-time stocking up by channels of distribution.
C) increased growth of the product category.
D) increased growth of the product type.