Web-crawling technology searches for counterfeit storefronts and sales by detecting
domain names similar to legitimate brands.
According to BrandAsset® Valuator (BAV) model, knowledge is one of the key
components of brand equity.
A profitable customer is a person, household, or company that over time yields a
revenue stream that exceeds by an acceptable amount the company’s cost stream of
attracting, selling, and servicing the customer.
Straight extension means using an established product’s brand name for a new item in
the same product category.
Soap is an example of a pure tangible good.
The less the sender’s field of experience overlaps that of the receiver, the more effective
the message is likely to be.
What you say (ad copy) is more important than the number of times you say it (ad
frequency).
The ability to design custom jeans through Levi’s and create merchandise with your
own images through Zazzle are examples of mass customization.
Earned media includes company-generated advertising, publicity, and other
promotional efforts.
If a society is collectivist, it would imply that the self-worth of the people is rooted in
individual achievements.
Shrinking the amount of product instead of raising the price is a good way to counteract
consumer resistance to price increases.
Adding more marketing channels increases the channel cost of selling.
Beauty pioneer Estée Lauder does not utilize Internet marketing because the
multimillion-dollar cosmetics business uses three means of communication: “telephone,
telegraph, and tell a woman.”
Variable compensation is common in jobs where the selling task is technically complex
and requires teamwork.
MPR is effective in blanketing local communities and reaching specific groups and
hence has to be planned separately from the less cost-effective advertising.
The ultimate form of foreign investment is direct ownership of foreign-based assembly
or manufacturing facilities.
If a company charges its subsidiary in a foreign country too low a transfer price, it can
be accused of dumping.
After developing a research plan, a marketing researcher should define the problem and
research objectives.
Activities involved in building deeper understanding of existing consumers and what
the product offerings mean to them would be a part of the ________ process.
A) customer acquisition
B) customer relationship management
C) customer prospecting
D) customer integrating management
E) customer equity
Compensation plans may need to vary depending on the type of salespersons. Which
type of salesperson benefits from consistent quarterly bonuses and social pressure?
A) stars
B) core performers
C) dogs
D) cash cows
E) laggards
The potential disadvantages of ________ are the risks and lack of control from
becoming aligned with another brand in the consumers mind. Consumer expectations
about the level of involvement and commitment are likely to be high, so unsatisfactory
performance could be very negative for the brands involved.
A) co-branding
B) cannibalization
C) vertical integration
D) disintermediation
E) brand stretching
Which of the following would be the best illustration of a subculture?
A) a religion
B) a group of close friends
C) your university
D) a fraternity or sorority
E) your occupation
A company uses sales representatives for selling the company’s more complex and
customized products to large accounts, while using inside salespeople and Web ordering
for low-end selling. Which of the following describes the company’s sales force best?
A) demand creators
B) direct marketing force
C) missionary sellers
D) technical salesforce
E) leveraged salesforce
Marketers embed covert messages in ads or packaging of which the consumers are not
consciously aware, yet it affects their behavior. This technique employed by the
marketers targets the ________ of a consumer.
A) selective attention
B) selective distortion
C) subliminal perception
D) voluntary attention
E) selective retention
Which of the following categories of goods and services is most likely to require an
aggressive use of the selling concept?
A) shopping goods
B) unsought goods
C) necessary goods
D) luxury goods
E) complementary goods
Happy Home Products produces detergents, toothpaste, bar soap, disposable diapers,
and paper products. This company has a product ________ of five lines.
A) type
B) length
C) class
D) mix
E) width
Although Brenda previously used the US Postal Service because it offered better prices
on package shipping, she now uses only FedEx, because it gives her the facility of
shipping from any FedEx location 24 hours a day. Which of the following factors led to
Brenda’s customer switching behavior?
A) inconvenience
B) pricing
C) response to service failure
D) ethical problems
E) involuntary switching
Which of the following is NOT one of the advantages of direct mail?
A) The cost per thousand is lower than for mass media.
B) It permits target market selectivity.
C) It can be personalized.
D) It allows early testing and response measurement.
E) It is flexible.
Which of the following is an example of a manufacturer promotion?
A) price cuts
B) feature advertising
C) retailer coupons
D) high-value trade-in credit
E) retailer contests or premiums
Customer profitability analysis (CPA) is best conducted with the tools of an accounting
technique called ________.
A) input-output analysis
B) factor analysis
C) revenue-based costing
D) activity-based costing
E) future date costing
________ combines operationally driven mass customization with customized
marketing in a way that empowers consumers to design the product service offering of
their choice.
A) Consumptionism
B) Viral marketing
C) Virtual marketing
D) Regionalization
E) Customerization
A ________ is a comprehensive, systematic, independent, and periodic examination of
a company’s or business unit’s marketing environment, objectives, strategies, and
activities, with a view to determining problem areas and opportunities and
recommending a plan of action to improve the company’s marketing performance.
A) marketing plan
B) test market
C) marketing audit
D) market-based scorecard analysis
E) marketing metric
Aldi, Lidl, Dollar General, and Family Dollar are examples of ________, as they carry
a more restricted merchandise mix than discount stores at even lower prices.
A) off-price retailers
B) extreme value stores
C) superstores
D) convenience stores
E) specialty stores
Companies can prepare as many as ________ different types of demand estimates.
A) 6
B) 30
C) 60
D) 90
E) 150
Give an example of experimental research.
Describe the four steps in market logistics planning.
What are the major characteristics of sales promotions as an element of the marketing
communications mix?
Define a joint venture and list some of the advantages and disadvantages.
National Beverage Corp. produces and distributes a wide range of beverages. It offers a
selection of flavored soft drinks, juices, sparkling waters, energy drinks, nutritionally
enhanced waters, and other specialty beverages. What distribution strategy will be most
suitable for the company’s products?
What are some ways to respond to overdemand?
List three steps that service firms can take to increase quality control over services and
reduce variability.