Dragalong income refers to additional income whereas cannibalized income refers to
reduced income.
In a one-sided message, presenting the strongest argument first arouses attention and
interest, important in media where the audience often does not attend to the whole
message.
Print advertising, newspapers and magazines, is generally acknowledged as the most
powerful advertising medium.
The first step in the workload approach for designing salesforce size is to establish
desirable call frequencies for each customer class.
Market diversification shifts the company’s focus to unrelated industries.
If SanDisk demonstrates the benefits of using its flash memory storage/USBs for data
storage in addition to music storage as a way to encourage its current customers to buy
more of its existing product offering, it is using a diversification strategy.
The type of open-ended question where a picture is presented and respondents are asked
to make up a story about what they think is happening or may happen in the picture is
word association.
Product value analysis is an approach to efficiency that studies whether components can
be redesigned or made by more efficient methods of production without adversely
impacting product performance.
Contract manufacturing is one mode of licensing that allows a company to start faster,
with the opportunity to form a partnership or buy out the local manufacturer later.
The Internet and catalog retailing industry includes 20,000 companies with combined
annual revenue of $350 billion.
Competitors in a given industry can be identified by the similarities in their core
competencies.
Smaller packaging and lower sales prices are often critical in markets where incomes
are limited.
Brand salience describes the extrinsic properties of the product or service, including the
ways in which the brand attempts to meet customers’ psychological or social needs.
If Barry compares his organization’s products to those of leaders in the field, then he is
conveying category membership by “comparing to exemplars.”
The behavior people exhibit as they pass through certain life-cycle stages, such as
becoming a parent, is largely fixed and does not change over time.
BzzScapes are digital tools to activate widespread opinion-sharing throughout its own
social media site and each member’s personal social circles.
Which of the following covers payment terms and producer guarantees?
A) conditions of sale
B) pricing policies
C) exclusive dealings
D) mutual services
E) territorial rights
________ are independently owned businesses that take title to the merchandise they
handle. They are full-service and limited-service jobbers, distributors, and mill supply
houses.
A) Brokers
B) Agents
C) Merchant wholesalers
D) Specialized wholesalers
E) Retailers’ branches
Which of the following is one of the five major characteristics of good mission
statements?
A) They focus on a large number of goals.
B) They expand the range of individual employee discretion.
C) They define the major competitive spheres within which the company will operate.
D) They take a short-term view.
E) They are long and comprehensive to ensure that all critical concepts are included.
Janet is very upset that she can’t get tickets to the Rolling Stones concert because they
are sold out. Which of the following demand states applies to Janet’s situation?
A) nonexistent demand
B) latent demand
C) full demand
D) unwholesome demand
E) overfull demand
A mobile phone manufacturing company observes that the main reason for an abrupt
fall in sales volume is the unconventional design of their phones that consumers found
inconvenient and unattractive. The findings prompt the company to adopt a new
strategy. They redesigned the product models keeping the requirements of the end-user
in mind. According to the expectancy value-model, the company’s strategy can be
termed as ________.
A) psychological repositioning
B) real repositioning
C) competitive depositioning
D) physiological depositioning
E) prescriptive method
Jason writes a weekly column in his school’s newspaper about movies he has seen,
books he has read, and concerts he has attended. His column provides information and
opinions. Feedback from his fellow students is positive, and they are appreciative of the
advice that is given. Which of the following would be the most apt description of the
role played by Jason?
A) silent majority
B) protestor
C) protector
D) adapter
E) opinion leader
When its monitoring software spotted a Twitter post that went to 10,000 followers from
an upset consumer who couldn’t redeem a prize from a MyCoke rewards program, Coke
quickly posted an apology on his Twitter profile and offered to help resolve the
situation. This is an example of which of the following?
A) mystery shopper actions
B) consumer panel data
C) purchasing outside information
D) acting on marketing intelligence
E) conducting a sentiment analysis
Identify the channel function that constitutes both backward and forward flow.
A) obtaining funds for financing
B) storage of physical goods
C) persuasive communication
D) movement of physical goods
E) overseeing actual transfer of ownership
Which of the seven main metaphors in the ZMET reflects a sense of mastery,
vulnerability, and well-being?
A) Balance
B) Transformation
C) Journey
D) Container
E) Control
After being frustrated by the lack of detailed, reliable, and up-to-date information
available to help him decide where to go on a Mexican holiday, Stephen Kaufer
founded ________ in 2001.
A) TripAdvisor
B) Wanderfly
C) EveryTrail
D) Starwood
E) Expedia
How does the American Marketing Association (AMA) define the term brand?
In IBM’s BANT acronym, T stands for ________.
A) touch
B) tempt
C) team
D) timeline
E) turn over
Mandatory recycling laws have boosted the recycling industry and launched dozens of
new companies making new products from recycled materials. Which of the following
most closely resembles this situation?
A) Government makes reforestation mandatory for lumbering firms leading to a rise in
timber production.
B) Government restricts industries from purchasing farmland thereby increasing
agricultural produce.
C) Government subsidizes export of beef to promote production of beef cattle.
D) Government pollution control norms increase the production of pollution control
equipment.
E) Government restricts unfair trade practices to promote international trade.
A ________ relationship is a cooperative one where the seller adapts to meet the
customers’ needs without expecting much adaptation or change in exchange.
A) customer supply
B) cooperative system
C) bare bones
D) customer is king
E) collaborative
When consumers examine products, they often compare an observed price to an internal
price they remember. This is known as a(n) ________ price.
A) markup
B) reference
C) market-skimming
D) accumulated
E) target
The ________ approach to consumer research asks customers to attach a monetary
value to alternative levels of a given attribute. The value of a given configuration is
determined by adding the average values of each of the given attributes.
A) benchmarking
B) compositional
C) importance rating
D) focus-group
E) conjoint analysis
Which of the following levels of the BrandDynamics Pyramid pertains to consumer’s
needs?
A) advantage
B) relevance
C) bonding
D) performance
E) presence
Pepsodent launched a new product that could whiten teeth, fight decay, and maintain
fresh breath. Observing that Pepsodent did not focus on the dental sensitivity aspect,
Colgate introduced a toothpaste which did all of the above and also protected sensitive
teeth. This is an example of a(n) ________ attack.
A) frontal
B) flank
C) guerrilla
D) encirclement
E) bypass
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
If Ampex Support Systems is the single supplier for a local manufacturing company’s
MRO (maintenance, repair, operating) supplies and needs, Ampex Support Systems is
considered as providing ________ for the manufacturer.
A) guided selling
B) purchasing support
C) turnkey logistics
D) decision support
E) systems contracting
Define customer failures and list four methods to tackle them.
Differentiate between brokers and agents.
What are the three different types of buying situations faced by a typical business
buyer?
Explain the concept of a value network.
What is a licensed product? Why have corporations seized on licensing?
How did the Obama campaign use direct marketing during the 2012 election?
Who are the ideal opponents of a market challenger?
What does total market potential mean? How can it be estimated?
When deciding where to operate internationally, it often makes sense to operate in
fewer countries, with a deeper commitment and penetration in each. Mention some of
the criteria that a country should possess in order to be a viable and attractive
investment destination.
What is a microsite? Provide an example of a firm that is likely to benefit from the use
of a microsite.