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Branded community Web sites are designed to present brand content that engages
consumers and builds closer customer relationships rather than to sell the company's
products directly.
Buzz marketing involves cultivating opinion leaders and getting them to spread
information about a product or service to others in their communities.
On a deeper level, our wants and values are influenced not only by marketers but also
by family, peer groups, religion, cultural background, and education.
The meaning of value is perceived identically by all consumers.
Direct marketing includes catalogs, direct-response TV, kiosks, the Internet, and mobile
marketing.
A demand curve shows the number of units the market will buy in a given time period
at different prices that could be charged.
Convenience products are less frequently purchased consumer products and services
that customers compare carefully on suitability, quality, price, and style.
The main differences between business and consumer markets are in market structure
and demand, the nature of the buying unit, and the types of decisions and the decision
process involved.
The goal of a "blue ocean strategy" is to make competition irrelevant.
In a pure monopoly, the market consists of many buyers and sellers who trade over a
range of prices rather than a single market price.
An obvious disadvantage of using customer relationship management is its
ineffectiveness in pinpointing high-value customers.
Branded entertainment involves making the brand an inseparable part of some other
form of entertainment.
Sustainable marketing calls for meeting the present needs of consumers and businesses
while also preserving or enhancing the ability of future generations to meet their needs.
Which of the following involves computerized, digitized sales force operations that let
salespeople work more effectively anytime, anywhere?
A) SWOT analysis
B) BCG matrix
C) digital marketing system
D) sales force automation system
E) field service management system
A country with a(n) ________ economy consumes most of its own agricultural and
industrial outputs and offers few market opportunities.
A) industrial
B) service
C) technological
D) subsistence
E) developing
Phoi Nguyen, a manufacturing mechanic, determines that the molds for manufacturing
plastic jar lids are wearing out sooner than expected. Phoi contacts her manager to
request that the parts be reordered. In this instance, Phoi played the role of a(n)
________.
A) user
B) buyer
C) gatekeeper
D) influencer
E) decider
Which of the following refers to a positive incentive intended to increase the sales force
effort?
A) sales contests
B) prospecting
C) telecommuting
D) sales collateral
E) annual sales plan
The simplest way to enter a foreign market is through ________.
A) joint venturing
B) direct investment
C) exporting
D) joint ownership
E) contract manufacturing
Coffee, tea, cotton, and tobacco are the main exports of Uganda. It is most likely that
Uganda has a(n) ________ economy.
A) subsistence
B) marketing
C) merchandise exporting
D) raw material exporting
E) industrializing
Which of the following is a geographic factor that a company should consider before
deciding to enter into a new country?
A) climate
B) population size
C) GDP size and growth
D) government bureaucracy
E) business norms and approaches
Secondary data consist of ________.
A) information collected for the specific purpose at hand
B) data that does not age
C) information that already exists somewhere, having been collected for another
purpose
D) information collected from conducting personal, in-depth interviews
E) data that is unreliable and unsuitable for the purpose of making marketing decisions
Happy Pets, a company manufacturing pet foods and accessories, created a membership
club for its regular customers called "I Love My Pet." This group consists of animal
lovers selected by the company to complete product-related polls, chat with product
developers, and provide feedback about specific products. Which of the following best
describes "I Love My Pet"?
A) primary group
B) immersion group
C) mob
D) dyad
E) triad
The buyer decision process consists of five stages. Which of the following is NOT one
of these stages?
A) need recognition
B) information search
C) conspicuous consumption
D) purchase decision
E) postpurchase behavior
When backed by buying power, wants become ________.
A) social needs
B) demands
C) physical needs
D) self-esteem needs
E) exchanges
A detailed version of a new idea stated in meaningful customer terms is called a product
________.
A) solution
B) concept
C) image
D) proposal
E) lining
Which of the following statements is true regarding competitive marketing intelligence?
A) The advantage of using competitive marketing intelligence is negligible.
B) The goal of competitive marketing intelligence is to improve recruiting efforts.
C) Competitive marketing intelligence relies upon costly internal databases.
D) Competitive marketing intelligence relies upon publicly available information.
E) Companies using competitive marketing intelligence routinely ignore consumers'
online chatter.
The marketing concept is a philosophy of ________.
A) sales and profit maximization
B) customer value and mutual gain
C) serving short term interests over long term gains
D) serving the company's interests over the consumers'
E) promotion value and company gain
Refer to the scenario below to answer the following question.
Alden Manufacturing produces small kitchen appliances'”blenders, hand mixers, and
electric skillets'”under the brand name First Generation. Alden attempts to target
newlyweds and first-time home buyers with this brand.
Considering that most young households have limited financial resources, Alden
attempts to engage in target costing. "In doing this," says Milt Alden, the co-founder of
Alden Electronics, "we have better control over keeping price right in line with
customers."
Alden manufactures a three-speed blender, its top seller, along with a five-speed
blender. The hand mixers are manufactured in two variants'”a small handheld mixer
with two rotating beaters and another that comes with an optional stand and an attached
mixing bowl. Alden's temperature-controlled skillets are manufactured in a single style
with three color options.
"Our product offerings are narrower," Milt Alden added, "but our line workers know
each product like the back of their hands. This allows us to produce superior products
while holding our prices low.
If Milt Alden focuses on overall costs of manufacturing plus profit in setting product
prices, which strategy would he employ?
A) break-even pricing
B) competition-based pricing
C) value-added pricing
D) cost-plus pricing
E) good-value pricing
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
What is meant by cultural pollution? Give two examples.
What are the advantages of multichannel distribution systems?
Describe how marketers use multiple segmentation bases to their advantage.
Describe the types of products are exclusively distributed and provide examples.
Why is the term value delivery network a more relevant expression to use than the term
supply chain or demand chain ?
