Management contracts offer foreign owners the opportunity to manage businesses for a
fee.
All marketing strategy is built on segmentation, targeting, and positioning.
A recent Nielsen survey found that online customer reviews were the most trusted
source of brand information.
A good illustration of what is called the arranged interview occurs when interviewers
stop people in a shopping mall or on a busy street and solicit information necessary to
their research effort.
A product is anything that can be offered to a market to satisfy a want or need.
In mobile ads, calls to action should be highlighted with a bright color.
Brand storytelling is a less-structured approach to brand positioning.
In order to estimate future demand, companies commonly prepare a company sales
forecast first, followed by an industry forecast, and finally a macroeconomic forecast.
Reinforcement advertising aims to stimulate repeat purchase of products and services.
Competitive intelligence gathering is inherently illegal and unethical.
Door-to-door workers in a political campaign use attitude to determine how much time
to spend with each voter.
The marketing strategy section of the marketing plan spells out goals and budgets for
each month or quarter so the management can review each period’s results and take
corrective action as needed.
Direct mail permits target market selectivity and allows early testing and response
measurement.
If a marketing researcher is looking for a contact method that can gather information
quickly and allow the interviewer to clarify questions if necessary, he or she will choose
the telephone interview method.
An important part of reinforcing brands is providing uniform and unchanging marketing
support.
Guerrilla attacks consist of small, intermittent attacks, conventional and
unconventional, including selective price cuts, intense promotional blitzes, and
occasional legal action.
The overabundance of information available on the Internet has made it more difficult
for consumers to compare product features and prices.
When firms charge different prices to different customer groups for the same product or
service, it is a case of second-degree price discrimination.
________ refers to simple exaggerations in advertisements that are not meant to be
believed and that are permitted by law.
A) Puffery
B) Boosterism
C) Astroturfing
D) Doublethink
E) Subliminal advertising
The task of any business is to ________.
A) create customer needs
B) differentiate in terms of cost of production
C) deliver customer value at a profit
D) reduce competition
E) communicate similar value as provided by competitors
In ________ marketing, the firm ignores segment differences and goes after the whole
market with one offer.
A) niche
B) mass
C) guerrilla
D) segmented
E) differentiated
If a brand element can be used to introduce new products in the same or different
categories, the brand element is said to be ________.
A) memorable
B) meaningful
C) likeable
D) transferable
E) adaptable
For brands in more stable categories where extensions into more distinct categories are
less likely to occur, the brand mantra may focus more exclusively on
points-of-________.
A) difference
B) presence
C) inflection
D) parity
E) conflict
In consumer-goods market testing, the company seeks to estimate four variables. These
four variables are: trial, first repeat, adoption, and ________.
A) guaranteed response
B) price sensitivity
C) purchase frequency
D) usage convenience
E) preferential treatment
Whirlpool took a 53 percent stake in the Dutch electronics group Phillips’ home
appliances business to leapfrog into the European market. This is an example of a
________.
A) straight extension
B) joint venture
C) contract manufacturing agreement
D) licensing agreement
E) franchising agreement
Armon Apparels designs, manufactures, and distributes athletic apparel and accessories
for men and women. The company has only nine distributors across the United States.
These distributors control a nationwide network of 600 retailers. The company does not
sell its products through other channels. This is an example of ________ distribution.
A) selective
B) intensive
C) exclusive
D) internal
E) passive
In segmenting its markets, an aluminum company first looked at which end-use market
to serve: automobile, residential, or beverage containers. This is an example of
________.
A) macrosegmentation
B) microsegmentation
C) geographic segmentation
D) global segmentation
E) short-term segmentation
The ________ says people have a general tendency to attribute success to themselves
and failure to external causes.
A) availability heuristic
B) trait-role theory
C) awareness set
D) generalization theory
E) hedonic bias
If the goal of marketing research is to shed light on the real nature of a problem and to
suggest possible solutions or new ideas, the research is said to be ________.
A) descriptive
B) quantitative
C) primary
D) secondary
E) exploratory
If the shipper owns its own truck or air fleet, it becomes a ________ carrier.
A) containerized
B) private
C) contract
D) common
E) diversified
Which of the following represents the objective of a cognitive social marketing
campaign?
A) Motivate people with obesity to eat healthy and exercise more often.
B) Change public attitudes and stereotypes associated with people who are obese.
C) Explain the different causes of obesity and how it can be prevented.
D) Encourage people to participate in a walkathon aimed at promoting awareness about
obesity.
E) Help people with obesity to implement lifestyle changes.
Surgeons and ER nurses would be considered ________ for surgical equipment.
A) venture agents
B) internal customers
C) buzz agents
D) lead users
E) connectors
________ is the process by which firms assess the effects of their marketing activities
and programs and make necessary changes and adjustments.
A) Marketing control
B) Marketing implementation
C) Test marketing
D) Market watch
E) Market analysis
Which of the following factors found in the macromodel of the communications
process refers to random and competing messages that may interfere with the intended
communication?
A) negative feedback
B) noise
C) attenuation
D) phase lag
E) selective distortion
Door-to-door sales, home parties, mail order, telemarketing, TV selling, Internet selling,
and manufacturer-owned stores are examples of ________.
A) zero-level channels
B) jobbers
C) wholesalers
D) manufacturer’s representatives
E) consumers
In the buygrid framework model, where the major stages of the industrial buying
process are listed and characterized, supplier selection is an important process. What
follows supplier selection and what occurs in this phase?
Identify three types of risk consumers might perceive in the context of purchasing a car.
Explain with examples, the concept of solution selling.
The Internet has given today’s companies a new set of capabilities. Among those
capabilities is the ability to operate a new information channel. Describe how
information can be used by the marketer in this new channel.
Skincare company E&OE retails its products through standalone stores or through its
own stores within malls. The management uses this method so that customers are sure
of finding only E&OE products at the stores and the brand image remains strong. In this
scenario, what can E&OE do to generate consumer interest while retaining its
exclusivity?
“No matter which nation a person belongs to, people’s inherent needs and requirements
are essentially the same.” Do you agree with this statement? How relevant is this
statement in the context of marketing?
How can marketers reinforce brand equity?
How does a loyal brand community support the positioning and branding of a small
business? Provide an example to support your explanation.
During a meeting, you were asked by the VP of Marketing to comment on the
company’s pricing strategy for its products. Recalling your marketing management
course in college, your comments define the six situations involving product-mix
pricing. List these six product-mix pricing strategies.
A company that is planning to go global must decide on how many countries to enter
and how fast to expand. A company’s entry strategy typically follows one of two
possible approaches. What are those approaches?