Building and maintaining profitable customer relationships by delivering superior
customer value and satisfaction is called ________.
A) customer lifetime value
B) customer-perceived value
C) customer relationship management
D) partner relationship management
E) customer equity
Compare and contrast closed-ended questions and open-ended questions for gathering
data.
Which of the following is an internal factor that affects pricing decisions in a company?
A) the nature of the market
B) the degree of inflation in the economy
C) the overall marketing strategy of the company
D) the forces of demand and supply in the market
E) consumers’ perception of value
Dividing the market into various groups of customers that a company may serve is
called ________.
A) market segmentation
B) positioning
C) customization
D) target marketing
E) differentiation
Freight-absorption pricing is used for ________.
A) penetrating international markets
B) generating customer buzz about new products
C) holding on to increasingly competitive markets
D) generating quick profits to offset input costs
E) maintaining quality service records
Which of the following is a type of identity theft that uses deceptive e-mails and
fraudulent Web sites to fool consumers into revealing their personal data?
A) bait-and-switch
B) cyber spying
C) viral marketing
D) phishing
E) spam
Which of the following is a traditional buyers’ right?
A) the right to resell the product
B) the right not to buy a product that is offered for sale
C) the right not to pay any taxes included in the final price
D) the right to exchange the product if it is of the wrong size or style
E) the right to demand a discount on the product
Capitalizing on the customer’s complaints about the previous detergents she has used,
Sheila, a salesperson, explains to the customer why her company’s detergent Swish is
better and how it can be a one-stop solution for everyday washing. In which of the
following steps of the selling process is Sheila?
A) follow-up
B) handling objections
C) preapproach
D) presentation
E) prospecting
Which of the following statements is true of cultural factors that influence consumer
behavior?
A) Cultural influences on buying behavior are identical across countries.
B) Social classes show distinct product and brand preferences in areas such as clothing
and travel.
C) Subcultures include nationalities and racial groups, but exclude religions.
D) Subcultures are groups within which each individual has a unique and distinct value
system.
E) Hispanic Americans and African Americans are examples of racially segregated
groups and not subcultures.
A firm should compete with ________ competitors in order to sharpen its abilities.
Succeeding against these competitors often provides greater returns.
A) strong
B) international
C) weak
D) distant
E) smaller
Comparative advertising is also known as ________ advertising.
A) attack
B) institutional
C) covert
D) reminder
E) informative
________ products give both high immediate satisfaction and high long-run benefits.
A) Deficient
B) Pleasing
C) Desirable
D) Salutary
E) Threatening
________ involves the use of a successful brand name for new or modified products in
a new category.
A) A line extension
B) A product line
C) A brand extension
D) Co-branding
E) Cannibalization
Beth Williams works for a marketing research company in Chicago. Her current
research involves finding the market potential for a client’s new line of sports apparel.
Given her objective, which of the following types of research is the most suitable for
Beth?
A) causal research
B) constructive research
C) statistical research
D) descriptive research
E) exploratory research
Which of the following will NOT be a call objective in a preapproach plan?
A) qualify the prospect
B) find the initial lead
C) gather information
D) determine the best approach and timing
E) make an immediate sale
Kathy Champe, a public relations specialist for a regional chain of pharmacies,
regularly contacts members of the local and statewide media with information about
community events and charity fundraisers sponsored by her company. This is an
example of the ________ function of public relations.
A) press relations
B) product publicity
C) investor relations
D) lobbying
E) development
Executives at an automobile manufacturing company conducted a brainstorming
session for selected employees. This session resulted in a large number of ideas for
developing new cars after extensive R&D. The executives then planned to filter out the
best ideas during the ________ stage.
A) business analysis
B) idea generation
C) concept testing
D) idea screening
E) concept development
Jaime Gonzalez owns a small publishing company in Utah and has a very restrictive
budget for the market research he currently needs to conduct. He requires a large
sample size for his research in order to arrive at insightful conclusions. Additionally, he
wants to have excellent control over his sample. Keeping in mind his restrictive budget
and other specifications, which of the following methods of contact would you advise
Jaime to use?
A) telephone interviews
B) individual interviews
C) online surveys
D) mail questionnaires
E) focus group interviews
The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists
and encourages them to distribute these samples to their patients and to inform the
patients about advantages of using Crest. The manufacturer of Crest toothpaste is using
________.
A) sales promotion
B) direct marketing
C) a push strategy
D) a pull strategy
E) a vertical diversification strategy
What is the core customer value a customer might purchase when buying Urban Decay
cosmetics?
A) variety of collections
B) unique packaging
C) unusual colors
D) sense of adventure
E) long-lasting makeup
Using interactive TV can allow consumers to perform all the following tasks during a
company’s ad EXCEPT ________.
A) see what other sizes or colors are available
B) identify a nearby location at which the product is available
C) access additional product information
D) order the product
E) send product information to another device
People tend to interpret new information in a way that will support what they already
believe. This is called ________.
A) selective retention
B) selective distortion
C) cognitive dissonance
D) selective attention
E) cognitive bias
Which of the following statements about outdoor media is true?
A) It has no creative limitations.
B) It is characterized by higher costs per exposure.
C) It has good positional selectivity.
D) It has very limited flexibility.
E) It has high audience selectivity.
Which of the following is most likely true about a straight rebuy?
A) Suppliers are not required to focus on quality of products or services delivered.
B) A straight rebuy is far more complex than a new-task situation.
C) A straight rebuy is handled on a routine basis by the purchase department.
D) A straight rebuy occurs only when a buyer wants to pinpoint and procure the best
deal in the market.
E) A straight rebuy involves more opportunities for “out” buyers than do other types of
purchasing situations.
Spartan Sportsgear is a company that sells sports equipment for adventure sports. It
recently launched ExtremeSpartan.com to showcase products and provide testimonials
of famous adventure sports athletes who use Spartan’s products. It also includes videos
and blogs. Which of the following best describes ExtremeSpartan.com?
A) branded community Web site
B) digital catalog
C) social network
D) podcast
E) blog
Business buyers are heavily influenced by factors in the current and expected economic
environment, such as ________.
A) level of primary demand
B) organizational objectives
C) group dynamics
D) individual motives
E) culture and customs
A(n) ________ serves to limit the amount of foreign exchange and the exchange rate
against other currencies.
A) exchange premium
B) free trade zone
C) quota
D) exchange control
E) tariff trade barrier
Which of the following is NOT a deception or fraud concern for Internet users and
marketers?
A) phishing
B) viral marketing
C) malware
D) cyber spying
E) spyware
________ involves essentially using the same marketing strategy approaches and
marketing mix worldwide
A) Adapted global marketing
B) Ambush marketing
C) Standardized global marketing
D) Export marketing
E) Niche marketing
In-store demonstrations, displays, sales, and loyalty programs are examples of
________.
A) direct marketing
B) sales promotion
C) public relations
D) personal selling
E) affinity marketing
Trade-in allowances are most commonly used in the ________ industry.
A) real estate
B) automobile
C) dairy products
D) financial services
E) health care
A consumer is reading a magazine with an advertisement, but due to a loud sound he is
distracted from reading the advertisement and is not able to grasp its key points. In the
context of the communication process, this unplanned static or distortion is called
________.
A) noise
B) encoding
C) feedback
D) response
E) decoding