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Waldo Stores will reward an all-expense-paid trip to Hawaii to anyone who correctly
guesses the date on which Waldo Stores was first established in the Boston area. Which
type of sales promotion is evident here?
A) contest
B) sample
C) premium
D) trade promotion
E) point-of-purchase promotion
Gilron Holidays runs a premium membership club that caters to customers whose
annual salary exceeds $100,000. Members of this club are offered seasonal discounts on
select luxury hotels in select cities worldwide. Gilron Holidays most likely follows a(n)
________ segmentation approach.
A) gender
B) income
C) occasion
D) benefit
E) geographic
The ________ concept is aligned with the philosophy of continuous product
improvement and the belief that customers will choose products that offer the most in
quality, performance, and innovative features.
A) product
B) production
C) societal marketing
D) marketing
E) selling
In routine buying, buyers are often the ________, or at least the approvers.
A) monitors
B) influencers
C) gatekeepers
D) deciders
E) primary advertisers
________ contributes to a product's usefulness as well as to its looks.
A) Sensational style
B) Good design
C) Quality
D) Consistency
E) Packaging
Refer to the scenario below to answer the following question.
Jason West, owner of A1 Cleaning, started his enterprise in 2001. Jason's primary focus
had been on office cleaning for large corporations. But in recent months, Jason has seen
a decline in demand for his office cleaning services. Surprisingly, the competitive
environment appeared relatively stable with no new competitors. However, Jason knew
that office cleaning was a high-frequency service that is usually performed daily;
therefore, competitors must have been doing something to attract his customers.
Building a competitive advantage seemed to be the only option to offset competition.
But as Jason pondered over his dilemma, he realized that prior to building his
competitive advantage he needed to better understand how customers assessed service
quality and what they look for in a superior cleaning service.
Jason developed a research plan. First, he gathered information about his competitors,
primarily through pamphlets and Web sites, as well as through a few phone calls in
order to find out exactly what the competitors offered in their cleaning packages. In
addition, Jason obtained from the Chamber of Commerce an updated list of local
corporations. He planned on sending written questionnaires to them.
Though the list of corporations contained 141 local company names, Jason chose to
survey 75 of them. To better understand customer service expectations between both
small and large corporations, Jason divided his surveys into two categories. The survey
questions were designed to extract specific data from respondents with regard to service
quality expectations in correlation to service frequency and price.
Jason awaited the results. Though his primary focus had been on large corporations, he
was flexible and would aim his efforts differently if needed.
In this scenario, which of the following is an example of primary data?
A) list of corporations obtained from the Chamber of Commerce
B) information obtained from competitors' pamphlets
C) data obtained from the surveys conducted in the 75 companies
D) information obtained from the Internet about current market trends
E) data obtained from competitors' Web sites
When faced with a competitor who has cut its product's price, which of the following is
the most cost-effective way for a company to maintain its own price but raise the
perceived value of its offer?
A) by improving the quality of the product
B) by introducing a higher-priced premium brand
C) by altering the company's marketing communications
D) by bundling the offer with add-ons
E) by distributing the product through less costly channels
In order to avoid shortsightedness, today marketers are moving toward viewing
communications as managing the ________ over time.
A) organizational culture
B) nonpersonal communication channels
C) word-of-mouth influence
D) customer relationship
E) product life cycle
In the context of the AIO dimensions for measuring consumers' lifestyles, "A" stands
for ________.
A) activities
B) achievements
C) admirations
D) attitudes
E) associations
The ________ Web site provides a single point of entry through which commercial
vendors and government buyers can post, search, monitor, and retrieve opportunities
solicited by the entire federal contracting community.
A) U.S. Small Business Administration
B) Center for Regulatory Effectiveness
C) Federal Business Opportunities
D) Federal Civil Defense Authority
E) U.S. Commerce Department
A company can ________ an SBU by selling it or phasing it out and using the resources
elsewhere.
A) divest
B) promote
C) expand
D) harvest
E) hold
In the ________, separate sales forces are set up for different industries.
A) territorial sales force structure
B) digital marketing system
C) customer sales force structure
D) geographical operations system
E) product sales force structure
Which of the following product mix pricing strategies involves pricing additional or
accessory products sold along with the main product?
A) inclusive product pricing
B) exclusive product pricing
C) by-product pricing
D) product bundle pricing
E) optional-product pricing
Refer to the scenario below to answer the following question.
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and
a large contract from Elmore Distributors. But after two years, the maker of novelty
pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of
wooden writing utensils with customized engravings. Specialty shops loved to display
the products in their fancy, lighted showcases, but such specialty shops alone were not
profitable. Ruben Delgado established a brand name, known merely as Delgado, and
decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and
multiple-cartridge pens that write in different colors. He even added a line of various
grades of personalized stationery and business cards. Perhaps Ruben's biggest added
touch, however, was the addition of two salespeople who would work to explain the
diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good
guarantee on everything we sell. But let's face it'”we face hundreds of competitors! We
need Delgado representatives out there to help prospects understand what they should
demand in something as simple as a writing tool." The Delgado brand was
fast-becoming synonymous with top-notch customer service. Part of the purchase
package brought personal visits from the Delgado representative, before the purchase
and long after.
An easier, more comfortable, more stylish transfer of thought onto paper refers to the
________ of Ruben's offerings.
A) tangible element
B) core customer value
C) actual product
D) augmented product
E) service variability
Apex describes its clothing line as, "Elegance and attitude, now as one. For the daily
office-goer, who takes pride in what he or she wears everyday, Apex makes sure you get
noticed." This exemplifies a ________.
A) statement of purpose
B) vision statement
C) positioning statement
D) general need description
E) product specification
Which of the following is true with regard to services?
A) Services refer to purely tangible products.
B) Services are a form of product that consists of activities, benefits, or satisfactions
offered for sale.
C) Services can be stored for later use.
D) Services can be easily separated from their providers.
E) Services are tangible product offerings whose quality can be easily measured.
A message showing a product's quality, economy, value, or performance is an example
of a(n) ________ appeal.
A) structural
B) rational
C) emotional
D) moral
E) standard
In a communication process, a receiver assigns meaning to the symbols encoded by a
company in its advertisements through a process known as ________.
A) integrating
B) reciprocating
C) acknowledging
D) decoding
E) coordinating
Trusted Wholesalers is a company that purchases products produced in Mexico and
sells them to companies based in the United States and Canada. Management at Trusted
Wholesalers would most likely be interested in becoming experts in the policies
developed by ________.
A) the EU
B) NAFTA
C) CAFTA-DR
D) APTA
E) the BRIC countries
Maria works for Sigma Inc., a firm that helps companies target and promote their
products to the right markets. Sigma is most likely a ________.
A) financial intermediary
B) physical distribution firm
C) marketing services agency
D) reseller
E) wholesaler
________ logistics starts with the marketplace and works backward to the factory or
even to sources of supply.
A) Outbound
B) Customer-centered
C) Upstream
D) Reverse
E) Inbound
