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_____________, goods for which a consumer may engage in a limited search, are
candidates for selective distribution.
A.High technology goods
B.Durable goods
C.Convenience goods
D.Impulse goods
E.Shopping goods
Shopping goods are the goods for which consumer may engage in a limited search.
These goods are appropriate for selective distribution.
When FedEx promises 8 a.m. next-day delivery, it has to be sure its systems can
actually produce such a level of performance all the time. Failure to do so will lead to
_______.
A.Doubtful positioning
B.Confused positioning
C.Overpositioning
D.Underpositioning
E.None of the above
Doubtful positioning occurs when the claims made for the product or brand are not
regarded as credible by consumers. If FedEx fails to deliver on its promise, then
eventually consumers will lose their trust in FedEx which will lead to doubtful
positioning.
You are the marketing manager for XYZ Corporation, and have hired a marketing
research firm. Together, you and the researchers decide that you need data from current
customers and non-customers who fit a specific demographic and lifestyle profile. The
selection of these individuals as targets for data collection represents the ___________
research design activity.
A.Type of research
B.Nature of Data
C.Nature of data collection
D.Information content
E.Sampling plan
A sample is a subgroup of the population selected for participation in the research. The
sampling plan defines who will be selected to participate in the research. Selecting
people only from specific demographic and lifestyle profile thus represents the
sampling plan activity.
___________________ is an advantage of using television media advertising.
A.Short shelf life
B.Appeals to multiple senses
C.Impressions are fleeting
D.Benefit of din
E.Cost
One of the advantages of using television as a medium of advertisement is that it
appeals to multiple senses.
A processing house gathers eggs from individual farm operators for sorting by grade
and size, then to be packaged and sent on their way to retailers. The processing house is
performing the function of ___________.
A.Reverse logistics
B.Disintermediation
C.Assortment creation
D.Breaking bulk
E.Accumulating bulk
In some industries, intermediaries take in product from multiple sources and transform
it, often through sorting it into different classifications for sales through the channel.
This is known as accumulating bulk.
___________________ is NOT a reason for Coke to invest in promotion.
A.To maintain brand loyalty
B.To reduce the tendency to switch to other brands
C.To maintain corporate identity
D.To encourage brand switching from competitor's customers
E.To explain the features of their product
For brands that are already top-of-mind for many customers, a primary goal of
promotion is to keep the brand and its imagery at the forefront, and marketers must
constantly communicate with customers to maintain brand loyalty and reduce the
tendency to switch to other brands.
Services such as fitting rooms, knowledgeable and helpful sales staff, convenient store
hours, store displays, enhance the ______.
A.Shopping experience
B.Sales experience
C.Retailer experience
D.A & B
E.B & C
Services such as fitting rooms, knowledgeable and helpful sales staff, convenient store
hours, and store displays enhance the shopping experience.
Request for proposal (RFP) is the process of ___________.
A.Getting people to lower the price
B.Achieving strategic advantage over competition
C.Exciting suppliers to join our supply chain
D.Putting product specifications into a document for distribution
E.Finding out the most valuable customers
Putting product specifications into a document for distribution is known as a request for
proposal (RFP). Product specifications as contained in the RFP become the starting
point from which vendors put together their product solution.
Little kids and puppy dogs help execute a(n) _________________ appeal.
A.Fantasy
B.Rational
C.Emotional
D.Lifestyle
E.Slice of life
An emotional appeal plays on human nature using humor, drama, joy, adventure,
sorrow, love, surprise, guilt, shame, fear-the whole gamut of human emotions and
aspirations-in developing promotional messages.
____________ goals lets a customer know that Hilton has opened a new property in
Tahiti.
A.Interest
B.Action
C.Persuade
D.Inform
E.Remind
The goal to inform through promotion is served by indicating features when introducing
new products or making product modifications, explaining product functionality,
articulating what a company and its brands stand for in order to develop a clear image,
and by discussing various uses and applications for the product.
The marketing manager for ABC Corp. is about to launch a new product. He is
concerned with coming up with a name, symbol, and design which would identify the
new product and differentiate it from the competition. He is trying to come up with
a(n)_____ for the product.
A.Identity
B.Characteristics
C.Personality
D.Brand
E.Unique aspects
A brand, as defined by the American Marketing Association, is "a name, term, sign,
symbol, or design, or a combination of them, intended to identify the goods or services
of one seller or groups of sellers and to differentiate them from those of competitors."
Thus, the manager is trying to come up with a brand for the product.
You are the marketing manager for Brand X-Stream Fishing Rods. You are interested in
gathering secondary data on the quality of competitor product offerings before you
collect primary data on new products that your target market desires. To collect this data
you use an Internet search engine to find websites with the desired information. You
decide to use the information found on the Consumer Reports Web site rather than that
found on Wikipedia. The reason for you selecting the Consumer Reports data is because
it comes from a more ________ source than the data from Wikipedia.
A.Timely
B.Complete
C.Modern
D.Focused
E.Reliable
It is now possible to access a huge amount of information using search engines;
however, care should be taken to evaluate the validity of the data and the reliability of
the source. The Consumer Reports data is a more reliable source of information than
Wikipedia.
_____________ is a strategic approach to communicating the brand and company
message to targeted customers in ways that are clear, concise, and consistent and yet are
customizable as needed to maximize the impact on a particular audience.
A.Buzz marketing
B.Promotional campaign
C.Integrated marketing communications
D.Media buying
E.Sales promotion
IMC is a strategic approach to communicating the brand and company message to
targeted customers in ways that are clear, concise, and consistent and yet are
customizable as needed to maximize the impact on a particular audience.
Define sales promotion. How is it most effectively used in a promotional campaign?
What is the difference between goals and objectives?
How has the Internet empowered customers? Give an example.
Why is the demand for products and services different in a business market?
Melanie received her AirMiles card from Fly By Night Airlines about two months ago
when she flew to Los Angeles. Since then she has been receiving e-mails offering her
special prices on package deals to Los Angeles. What does this exemplify?
