Treating each customer seperately and giving the perception that he or she is being
treated as a unique segment by delivering personalized products and services is known
as:
A) selective marketing.
B) mass marketing.
C) sales orientation.
D) mass customization.
Lands’ End offers tailored clothing on its Web site, allowing one to choose a collar,
sleeve style, pocket, etc. This is an example of:
A) mass customization.
B) niche marketing.
C) differential marketing.
D) demographic marketing.
Which of the following is the least expensive method of collecting data?
A) personal interviews
B) telephone interviews
C) mail survey
D) focus group
Which of the following terms best describes the set of products that the customer has no
intention of buying?
A) evoked set
B) inert set
C) purchase set
D) latent set
Mass media, which includes television, newspapers, radio, direct mail, billboards,
magazines, and the Internet are often referred to as ________ channels of
communication.
A) personal
B) nonpersonal
C) permanent
D) temporary
Identify one of the dimensions of brand personality.
A) competitiveness
B) playfulness
C) conservativeness
D) ruggedness
Which of the following best describes the selling situation where the salesperson
attempts to influence the decision-maker rather than the user or purchasing agent?
A) response selling
B) trade selling
C) missionary selling
D) technical selling
A ________ is a contractual agreement between originator of the service concept and an
individual or an organization that provides retail distribution of the service.
A) franchise
B) subsidiary
C) joint venture
D) branch
When a firm markets a product or service to another organization, it is called:
A) consumer marketing.
B) industrial marketing.
C) market segmentation.
D) consumer behavior.
Which of the following is an example of a “new” media?
A) television
B) cable TV
C) radio
D) the Web
Which of the following statements supports technology driven approach to the
marketplace?
A) Products should be tested and proven before releasing them.
B) Providing technology to salespeople can help increase volumes.
C) Quality improvement in products can result in customer value.
D) Customer information systems can be used to increase sales.
In regard to the adoption of new technologies, the extent to which customers are
uncertain about the consequences of an action is termed as:
A) systemic risk.
B) pure risk.
C) perceived risk.
D) speculative risk.
Which of the following best links the consumer and the marketer through information
that can be used to identify marketing opportunities and problems?
A) viral marketing
B) mission statement
C) marketing research
D) stealth marketing
Offering a free toy in a Cracker Jack box is an example of:
A) sampling.
B) premiums.
C) spiffs.
D) rebates.
Most sales promotion money is spent on product categories in which:
A) the product is very costly and exclusive.
B) the product is highly complicated.
C) decision making is routine.
D) the cost of producing goods is very high.