Comparative advertising works well when _____________.
A. You are No.1 in a product category
B. You are competing with a lower brand
C. You are not No.1 in a product category
D. Your brand is the leading brand
E. Consumers perceive that you are on the defensive when in reality you are not
Age is a commonly used method of segmentation. Age alone, however, may be
dangerous because _________.
A. Lumping older or younger customers together in one group may not truly reflect the
market
B. Family life cycle may be a better method
C. Sometimes marketers miss a less-than-obvious segment based on assumptions
instead of research
D. Chronological age and attitudinal age may be different
E. All of these
One technique of forecasting is called the moving average. In this method, rather than
using last year’s sales as the forecast ___________.
A. A simple average for the last two or four years is used
B. A smoothing technique is used to determine the forecast
C. A decomposition of the industry is used to average the sales
D. An average is calculated using the midpoint of the sales trend and then is computed
by multiplying it by a beta coefficient to get the next year’s forecast
E. None of these
Company XYZ is interested in selling its products in a new country. Before entering the
marketplace, it gathers information about ________ conditions to help marketing
managers understand how the country’s citizens’ set priorities and make buying
decisions.
A. Environmental
B. Economic
C. Internal
D. Competitor
E. Customer
The Symbian operating system came about from the co-branding effort of Nokia,
Ericsson, Sony, Panasonic, Siemens, and Samsung. They license Symbian to a number
of wireless manufacturers including LG and Fujitsu. This is an example of a(n) _____
type of co-branding relationship.
A. Co-location
B. Multiple company venture
C. Joint venture
D. Internal brand combination
E. Merger
Customer lifetime value (CLV) is an important number in that it represents
___________.
A. What a customer spends in a year
B. An upper limit on spending to acquire a new customer
C. The importance of government contracts that have less risk
D. The loss one could expect from a new competitor
E. The discount rate of a given customer
Vegan Videos has decided to conduct exploratory research to clarify its
marketing-related research problem. It has decided that it needs to collect primary data,
but it has only one week to collect these qualitative data from 20 customers and only 1
researcher. Vegan Videos should use a(n) __________ technique to collect the data to
meet its deadline.
A. In-depth interview
B. Experimental
C. Questionnaire
D. Survey
E. Focus group
The owner of Joe’s Pool Hall found some secondary data online that measured
consumer reactions to certain amenities in bars and nightclubs. However, Joe is
concerned about how these data were collected and whom it was collected from. This
represents the _________ concerns associated with secondary data.
A. Validity
B. Cost
C. Speed
D. Fit
E. Age
Customer loyalty is defined as ______________.
A. Repeat purchases
B. The degree to which an individual will resist switching from one offering to another
C. The level of liking an individual harbors for an offering
D. Customer laziness in trying new products
E. The likelihood that a customer become a buzz marketer
While Chuck is aware of most stimuli around him, a number of _____ go unnoticed.
A. Subliminal stimuli
B. Subliminal messages
C. Subconscious stimuli
D. Subconscious messages
E. Unconscious messages
_______ is one of the organizational factors.
A. Job experience
B. The manager’s interaction style
C. Performance feedback
D. Company marketing budget
E. Education
At interest stage, ________ is(are) the least appropriate promotional form(s).
A. Advertising
B. Public relations
C. Sales promotion
D. Direct marketing and interactive marketing
E. Personal selling
Mega-Big Corp., has a small strategic business unit (SBU) that produces a component
vital to the manufacture of automobiles and has been extremely profitable for 18 years.
Most likely, the SBU is classified as a _________.
A. Star
B. Cash Cow
C. Dog
D. Problem Child
E. Top Gun