Elance.com is a service provider that allows contractors to describe their level of
satisfaction with subcontractors. This is an example of a ________.
A) government source of data
B) public blog
C) customer complaint site
D) combo site offering customer reviews and expert opinions
E) distributor feedback site
A salesperson who is contacting possible buyers by mail or phone to assess their level
of interest and financial capacity is in the ________ step of the selling process.
A) preapproach
B) prospecting and qualifying
C) presentation and demonstration
D) following up
E) overcoming objections
Stacey wants to use a highly relevant, engaging, and implicit communications mix
mode to use a ‘soft sell” approach for her new makeup line. The communications mix
mode that has these characteristics is ________.
A) sales promotions
B) events and experiences
C) advertising
D) direct and interactive marketing
E) personal selling
A company’s ________ includes all the experiences the customer will have on the way
to obtaining and using the offering.
A) value proposition
B) value delivery system
C) customer-value analysis
D) total customer benefit
E) total customer cost
Which of the following is TRUE about trends in worldwide population growth?
A) Birthrates are on the rise in developed countries.
B) Overall, the world population growth is declining.
C) Birthrates are on the rise in developing countries.
D) Death rates are rising in developing countries.
E) Population growth is highest in developing countries.
According to BrandAsset Valuator model, leadership brands show ________.
A) high levels of energy, differentiation, relevance, knowledge, and esteem
B) higher levels of esteem and knowledge than relevance, whereas both differentiation
and energy are lower still
C) higher levels of differentiation and energy than relevance, whereas both esteem and
knowledge are lower still
D) low levels on energy, differentiation, relevance, knowledge, and esteem
E) high knowledge”evidence of past performance”a lower level of esteem, and even
lower relevance, energy, and differentiation
From a marketing management perspective, there are three main sets of brand equity
drivers. Which of these drivers was most applicable when McDonald’s decided to use
the “golden arches” and Ronald McDonald as symbols of their brand?
A) the product and all accompanying marketing activities and supporting marketing
programs
B) the service and all accompanying marketing activities and programs
C) the initial choices for the brand elements or identities making up the brand
D) associations indirectly transferred to the brand by linking it to some other entity
E) the profitability associated with brand development
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
According to the BrandAsset Valuator model, strong new brands show ________.
A) higher levels of esteem and knowledge than relevance, whereas both differentiation
and energy are lower still
B) higher levels of differentiation and energy than relevance, whereas both esteem and
knowledge are lower still
C) high knowledge”evidence of past performance”a lower level of esteem, and even
lower relevance, energy, and differentiation
D) high levels on energy, differentiation, relevance, knowledge, and esteem
E) low levels on energy, differentiation, relevance, knowledge, and esteem
________ refers to a set of distinguishing human psychological traits that lead to
relatively consistent and enduring responses to environmental stimuli.
A) Image
B) Personality
C) Psychological transformation
D) Lifestyle
E) Acculturation
Your firm has decided to enter the international market with your product called
“Trema,” a new pocket organizer that can also be used as a cell phone. While discussing
marketing plans, your CMO decides that no changes will be necessary in either the
marketing mix or the product for export. What form of marketing strategy is the CMO
advocating?
A) distributive marketing program
B) leveraged marketing program
C) adapted marketing program
D) engineering-driven marketing program
E) standardized marketing program
________ is the process that turns marketing plans into action assignments and ensures
that such assignments are executed in a manner that accomplishes the plan’s stated
objectives.
A) Marketing implementation
B) Marketing research
C) Marketing analysis
D) Brand management
E) Product management
________ describes the net present value of the stream of future profits expected over
the customer’s lifetime purchases.
A) Activity-based costing
B) Customer lifetime value
C) Customer value analysis
D) Customer-perceived value
E) Customer profitability analysis
A marketing dashboard should display ________.
A) implementation controls
B) plans for each marketing audit
C) the company’s marketing-mix models
D) the instrument panel of all vehicles sold by a dealership
E) a customer-performance scorecard and a stakeholder-performance scorecard
Comparative advertising works best when ________.
A) it elicits cognitive and behavioral motivations simultaneously
B) the firm is trying to minimize brand dilution
C) consumers are processing advertising in a detailed, analytical mode
D) it elicits affective motivation, followed by cognitive motivation
E) the advertising message uses negative fear appeals
If your assignment was to create a value proposition and product-price positioning
strategy for each segment, based on the segment’s unique customer needs and
characteristics, you would be in which of the following steps of the segmentation
process?
A) needs-based segmentation
B) segment identification
C) segment attractiveness
D) segment positioning
E) segment “acid-test”
Which of the following factors found in the macromodel of the communications
process refers to random and competing messages that may interfere with the intended
communication?
A) negative feedback
B) noise
C) attenuation
D) phase lag
E) selective distortion
Gray markets involve which of the following activities?
A) Gray markets strengthen the distribution channel.
B) Gray markets divert branded products from authorized distribution channels.
C) Goods sold in gray markets are always counterfeit.
D) Goods sold in gray markets come with standard product warranties.
E) Taxes imposed on gray-market products are very high.
Firms have decided to raise fees and lower service for those customers who barely pay
their way and to coddle big spenders to retain their patronage as long as possible. This
is an example of organizing customers by ________.
A) retailer convenience
B) profit tiers
C) psychographic characteristics
D) social influence
E) customer preference
For price discrimination to work ________.
A) the market must be segmentable and the segments must show similar intensities of
demand
B) members in the lower-price segment must be able to resell the product to the
higher-price segment
C) competitors must be able to undersell the firm in the higher-price segment
D) the practice must not breed customer resentment and ill will
E) the extra revenue derived from price discrimination must not exceed the cost of
segmenting and policing the market
The purchasing department buys office supplies on a routine basis from a pre-approved
list of suppliers. This type of purchase is classified as a ________.
A) straight rebuy
B) modified rebuy
C) new task
D) secondary purchase
E) procure-to-pay
The ________ begins with sales representatives and dealers sending orders to the firms
and is followed by the sales department preparing invoices, and finally generating
shipping and billing documents.
A) payroll system
B) market research process
C) human resources system
D) expense cycle
E) order-to-payment cycle
Cause marketing has a particularly interested audience in civic-minded ________.
A) Millennial consumers
B) baby boomers
C) Gen Xers
D) Gen Yers
E) shadow boomers
During which step of the needs-based segmentation process would the marketer group
customers into segments based on similar needs and benefits sought by the customer in
solving a particular consumption problem?
A) Step 2’segment identification
B) Step 3’segment attractiveness
C) Step 6’segment “acid test”
D) Step 1″needs-based segmentation
E) Step 7″marketing-mix strategy
JJ’s Hair Salon pays overhead each month, including bills for rent, heat, interest, and
salaries. These payments are examples of ________ costs.
A) total
B) average
C) activity-based
D) variable
E) fixed
Which of the following is TRUE regarding annual-plan control?
A) This control process begins by identifying the causes of serious performance
deviations.
B) The tools used for this purpose are sales analysis, market share analysis, marketing
expense-to-sales analysis, and financial analysis.
C) The marketing controller has the primary responsibility for annual-plan control.
D) Its purpose is to evaluate and improve the spending efficiency and impact of
marketing expenditures.
E) It measures profitability by product, territory, customer, segment, trade channel, and
order size.
Part-time paid employees who work exclusively for the company are a part of the
________ sales force.
A) direct
B) virtual
C) contractual
D) implicit
E) brokered
Johnson Controls reached beyond selling climate-control equipment and components by
selling the service of managing facilities in a way that optimizes energy use in heating
and cooling. This is an example of providing ________.
A) facilitating services
B) a primary service package
C) value-augmenting services
D) service contracts
E) service warranties
Total customer satisfaction is measured based on the relationship of ________.
A) expected value and total customer benefit
B) perceived performance and expectation
C) advertised outcomes and real outcomes
D) past experience and present experience
E) customer attitude and salesperson’s attitude
________ provide diagnostic information about how and why we observe certain
effects in the marketplace, and what that means to marketers.
A) Marketing insights
B) Marketing metrics
C) Marketing channels
D) Marketing information systems
E) Marketing-mix models
The sales goal set for a product line, company division, or sales representative of an
organization is called ________.
A) sales budget
B) company sales forecast
C) sales quota
D) company sales potential
E) market potential
A ________ is anything that can be offered to a market to satisfy a want or need,
including physical goods, services, experiences, events, persons, places, properties,
organizations, information, and ideas.
A) function
B) product
C) benefit
D) process
E) structure
Arthur Jones has decided to start a business. He wants to manufacture lawn mowers and
believes in the production concept. If this approach is taken, what will be Mr. Jones’
primary areas of concentration as he builds his business?
Identify the four market segment groups based on brand loyalty status, and list what a
company can learn from analyzing the degrees of brand loyalty.
Good marketing is the art of finding, developing, and profiting from marketing
opportunities. What are the three primary methods for uncovering possible product or
service improvements?
When Yolanda went shopping, she paid a lot to buy a jacket that had a well-known
designer’s tag attached to it. After a few days, she came across a store-brand jacket that
looked similar but was one-fifth the price of the one she had bought. She didn’t give this
a second thought because she was convinced that the designer label she had bought was
worth it. What does this suggest about consumer psychology?
Gravity is a company that markets customized T-shirts to its customers. Gravity runs an
ad that seeks to attract more customers. Apply the macromodel of the communications
process to describe the communication between Gravity and its target customers.
Are complaints a good indicator of customer satisfaction? Why or why not?
According to the BrandZ model of brand strength, brand building involves a series of
five sequential steps. What are those five sequential steps?
What are the six steps in personal selling?
What valuable functions can brands perform for a firm?
When does personal influence carry the most weight?
What are the different forms of countertrade?
What is sustainability? How is it related to the concept of greenwashing?
Identify ways in which companies facing customer complaints can recover customer
goodwill.
As a company seeks to establish a category membership designation, how does the
company approach points-of-difference? What is typically done first?
You work for a company that produces and markets apparel for men and women, and is
planning to enter the Chinese market. If you were asked if the company should opt for a
straight extension or a product adaptation, what would you choose, and why?
Explain the concepts of product-mix width, length, depth, and consistency.
What are the five elements of narrative branding as described by Randall Ringer and
Michael Thibodeau?
Name and briefly describe two less-structured alternative approaches to competitive
brand positioning.
Berry’s is a chain of shoe stores. The marketing team suggested that the company use
permission marketing. How can this benefit the company?