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Global marketing is based on a systematic analysis of customer behavior in each
market.
In Nash equilibrium, no manager wants to unilaterally change his or her strategy.
The longer a customer is retained, the longer the base profit is earned.
An insufficient number of territories means lower income for salespeople.
The dominant form of price-oriented promotion is couponing.
Return on quality approach advocates too much spending on quality and related aspects.
The present value of a stream of revenue that can be produced by a customer is known
as lifetime customer value.
Research has found that ________ is related to both intrinsic and extrinsic motivation.
A) satisfaction
B) loyalty
C) personality
D) education background
For frequently purchased products, scanner panel data provide information about:
A) consideration set.
B) inert set.
C) evoked set.
D) purchase set.
The bottom line of a competitor analysis is:
A) assessing current marketing strategies of the competitors.
B) identifying strengths and weaknesses of your own organization.
C) assessing strengths and weaknesses of the competitors.
D) forecasting likely future strategies of the competitors.
In this stage of the buying process, needs are translated into specific product features
and characteristics.
A) determine the characteristics
B) establish specifications
C) search for and qualify potential suppliers
D) request proposals
Information sources that are generated for the particular problem being studied are best
described as:
A) primary sources.
B) secondary sources.
C) quantitative sources.
D) qualitative sources.
Which of the following is a major advantage of using agents and brokers?
A) Wider distribution of products is possible.
B) It is easy to have control over agents and brokers.
C) Brokers can be more trustworthy than franchises.
D) Agents and brokers are not well informed about the local markets.
A payment based directly on a sale or some other activity is called a:
A) commission.
B) perk.
C) spiff.
D) trade allowance.
The sales force is rewarded on a commission basis. It wants to sell quantity and is
willing to be flexible on price, whereas the organizations strategy is high quality, high
price. Identify this source of conflict.
A) goal divergence
B) domain dissensus
C) differing perceptions of reality
D) misuse of power
Identify the situation where indirect channels are more useful than direct channels.
A) When product customization is important.
B) When after-sale service is important.
C) When purchase orders are large.
D) When transportation and storage are complex.
HP LaserJet series is an example of:
A) corporate parent brand.
B) ingredient brand.
C) co-brand.
D) distinct product brand.
