Colleges all over the country ‘” from Western Washington University to Brown
University, the University of Vermont, and the University of California at Berkeley ‘”
are encouraging the sale of plain bottled water.
Manufacturers of systems such as razors and ink jet printers use a system of pricing
called “two-part pricing”: one price for the disposable products and another for the
“hardware.”
Marketing-mix modeling focuses on baseline sales or long-term effects instead of
incremental growth.
A marketing channel overcomes the time, place, and possession gaps that separate
goods and services from those who need or want them.
Annual-plan control involves the use of financial analysis to evaluate the performance
of marketing plans.
Anchoring heuristic comes into play when consumers base their predictions on the
quickness and ease with which a particular example of an outcome comes to mind.
An increase in the demand for plant and equipment can lead to a much larger increase
in consumer demand. This is known as the acceleration effect.
A marketing plan should open with a situation analysis.
A zero-level marketing channel typically uses a wholesaler and a retailer.
Loyal brand buyers tend to change their buying patterns as a result of competitive
promotions.
Business has responded to increased awareness of nature’s fragility and finiteness by
producing wider varieties of camping, hiking, boating, and fishing gear such as boots,
tents, backpacks, and accessories.
In ________ interviews, researchers stop people at a shopping mall or busy street
corner and request an interview on the spot.
A) intercept
B) arranged
C) group
D) structured
E) behavioral
Subway restaurants are positioned as offering healthy, good-tasting sandwiches. When
the competitive frame of reference is quick-serve restaurants like McDonald’s, what is
the POD?
A) health
B) taste
C) convenience
D) price
E) brand
The marketing plan, the central instrument for directing and coordinating the marketing
effort of a company, operates at the ________ levels.
A) functional and operational
B) strategic and tactical
C) corporate and operational
D) customer and expenditure
E) corporate and division
A risk averse attitude is associated with high ________.
A) uncertainty avoidance
B) femininity
C) power distance
D) individualism
E) collectivism
Orville Redenbacher popcorn yielded deep consumer insights from its ________
research, which suggested that the essence of popcorn was that it was a “facilitator of
interaction.”
A) cognitive
B) inductive
C) archaeological
D) ethnographic
E) deductive
Marketers often cut the cost of advertising dramatically by using consumers as their
creative team. This strategy is known as ________.
A) disintermediation
B) public relations
C) vertical integration
D) reintermediation
E) crowdsourcing
Daryl convinced his prospective client that Car A was the best for him. But, the client
insisted that the car cost him a good $10,000 more than Car B, the one which he was
thinking of buying. Daryl told him that the amount he would have to spend on the fuel,
insurance, repairs, and maintenance for Car B would be 5 times more than what he
would have to spend on Car A. Finally convinced, the client consented to buy Car A.
What technique did Daryl use to convince his customer?
In ________, the seller charges different amounts to different classes of buyers.
A) perceived value pricing
B) third-degree price discrimination
C) first-degree price discrimination
D) second-degree price discrimination
E) psychological discounting
Which of the following is considered to be a more advanced form of information search
wherein the person might phone friends or go online to search for information about a
product or service?
A) heightened attention
B) short-term memory processing
C) subliminal processing of information
D) long-term memory processing
E) active information search
Often, a service problem arises from a customer’s lack of understanding or ineptitude.
Which of the following can help to minimize customer failures?
A) giving customers exclusive primary service packages
B) redesigning processes to simplify service encounters
C) using differential pricing and shared services
D) minimizing service intangibility
E) working with more customers at the same time
Because shelf space is scarce, many supermarkets now charge a ________ for accepting
a new brand, to cover the cost of listing and stocking it.
A) retainer
B) slotting fee
C) residual fee
D) contingent fee
E) royalty
Identify the first step in the workload approach to establish sales force size.
A) grouping customers into size classes according to annual sales volume
B) establishing desirable call frequencies for each customer class
C) determining the total workload for the country in terms of sales calls per year
D) determining the average number of calls a sales representative can make per year
E) calculating the total number of sales reps needed
The goal of positioning is to ________.
A) locate the brand in the minds of consumers to maximize the potential benefit to the
firm
B) discover the different needs and groups existing in the marketplace
C) target those customers marketers can satisfy in a superior way
D) collect information about competitors that will directly influence the firms’ strategy
E) help the firm anticipate what the actions of its competitors will be
The New Zealand Way program was an initiative by the government of New Zealand to
raise awareness and attract tourists by showing the dramatic landscapes featured in
“The Lord of the Rings” film trilogy. This is an example of a government trying to
strengthen its ________.
A) country-of-origin perceptions
B) international subsidiaries
C) internationalization
D) contract manufacturing
E) distributor relationships
Which of the following is true for self-service retailing?
A) They carry more shopping goods and services such as credit and merchandise-return
privileges.
B) This service model is favored by discount stores and customers who want to save
money.
C) It results in high staffing costs compared to other forms of retailing.
D) Salespeople are ready to assist in every phase of the “locate-compare-select”
process.
E) Customers need more information and assistance than in other forms of retailing.
How can firms promote ethical behavior among their employees?
A questionnaire used in a survey contains a question such as: “Retail-R-Us offers the
best everyday prices” and the responses that the respondents can opt for are: “Strongly
Disagree,” “Disagree,” “No opinion,” “Agree,” “Strongly Agree.” Identify and define
the type of closed-end question that has been exemplified in this case.
What is counteroffensive defense? Explain with an example.
Identify three ways marketers can maximize marketing effectiveness of e-mails.
Aromas is a popular brand of cosmetic products. During the last quarter, the company
suffered a drop in sales of some of its more popular offerings. In an attempt to find out
the problem, Aromas designed an online questionnaire for its existing customers, who
can fill out the questionnaire and also leave their comments and suggestions for
improvement. What are the problems that Aromas is likely to face by using this method
of contacting its customers?