Which of the following is true with regard to services?
A) Services refer to purely tangible products.
B) Services are a form of product that consists of activities, benefits, or satisfactions
offered for sale.
C) Services can be stored for later use.
D) Services can be easily separated from their providers.
E) Services are tangible product offerings whose quality can be easily measured.
In the aftermath of the Great Recession, consumers ________.
A) have become more value conscious
B) have become less value conscious
C) exhibit great interest in prestige pricing
D) show no interest in price cutting
E) rarely endorse value-for-money deals
Arrow is “a different kind of company, manufacturing a different kind of a car”; the
RoadPro is “like nothing else.” Statements such as these reflect a firm’s ________.
A) portfolio
B) marketing segment
C) positioning
D) marketing mix
E) mission statement
An industry often contains “good” and “bad” competitors. Good competitors ________.
A) break the rules of fair competition
B) ensure minimum competition between firms
C) play by the rules of the industry
D) typically dominate the market
E) share their marketing strategies with other firms
By using Priceline.com, potential buyers can bid for airline tickets, hotel rooms, rental
cars, cruises, and vacation packages. It is then up to sellers to decide whether or not to
accept an offered bid. This is an example of ________.
A) B-to-B online marketing
B) C-to-C online marketing
C) B-to-C online marketing
D) C-to-B online marketing
E) G-to-B online marketing
A marketing channel which consists of one or more intermediaries is known as a(n)
________ marketing channel.
A) cyclic
B) upstream
C) looped
D) direct
E) indirect
Big Moose Toys is a market pioneer introducing a modern version of Bubble the
Moose, a character from an animated television series originally broadcast in the ’50s
and ’60s. The company’s version of Sandy the Flying Squirrel, a character from the
show targeted to baby boomers, was a strong success. Since the firm is a market
pioneer, it needs to make the new launch strategy for Bubble consistent with the
intended ________.
A) pricing
B) product positioning
C) brand extension
D) prototype
E) fad
In the context of behavioral segmentation, markets segmented by ________ can be
categorized into light, medium, and heavy product users.
A) benefits sought
B) loyalty status
C) usage rate
D) user status
E) occasion
Factors such as a firm’s objectives, procedures, and systems are examples of ________
influences on the business buyer behavior.
A) political
B) interpersonal
C) technological
D) organizational
E) cultural
Suppose Amazon.com has offered you free shipping on your next purchase of more
than $35. This offer is an example of ________.
A) sales promotion
B) personal selling
C) a public relations strategy
D) horizontal diversification
E) a pull strategy
The New Age Gallery has three admission prices for students, adults, and seniors, even
though all three groups are entitled to the same services. This form of pricing is called
________.
A) psychological pricing
B) product-form pricing
C) customer-segmented pricing
D) captive product pricing
E) by-product pricing
Which term best describes Web sites such as Discovery.com and ESPN.com?
A) search engine
B) content site
C) online social network
D) transaction site
E) e-tailer