Due to improved distribution, better communication tools, product standardization, and
the Internet, businesses are not confined to a local market.
McDonald’s socially responsible coffee, Kenco, is sold in the European market because
Europeans expect companies to care about the environment.
Dell Computers employs one-to-one marketing by allowing a customer essentially to
customize the product features that he or she desires. When Henry Ford said “People
can have the Model T in any color-so long that it’s black,” he was reflecting a selling
focus.
The GE Business Screen portfolio model evaluates businesses on the dimensions of
market attractiveness and market share.
Competitors still enter the maturity stage of the product life cycle because there is still
an opportunity for success of a niche product. An example of this was when Audi
entered the SUV market during its maturity stage.
For a particular product, there is one market share rather than several market share
numbers.
Sales information systems are especially useful in a retail setting because of the
customer contact of the salespeople.
Empathy means that when a customer has a problem that the service provider relates
with, the company does what is best for the company.
Open-ended questions allow respondents to express themselves freely, which tend to
result in more detailed responses that are useful for exploratory research.
Bonus payments, prizes, trips, and other incentives to induce a salesperson to push one
product over another are forms of consumer sales promotion.
Brand-loyal customers are less forgiving of problems related to the brand, which
hinders the company’s ability to respond to a negative experience.
Comparative advertising is common during the introduction stage of the PLC.
Family life cycle has declined in importance as a technique to segment the market as a
result of so many people living in untraditional families.
One of the toughest challenges facing salespeople in a new or modified rebuy situation
is getting access to the right people.
The degree of push versus pull used is fundamental in framing the channel structure and
relationships that are likely to optimize a product’s success.
A value network perspective is a macro-level strategic approach that is being adopted
by many firms in part because of the intense competition to cut __________ and
maximize ____________ every step of the way to market.
A. Costs, process efficiencies
B. Process efficiencies, costs
C. Costs, profits
D. Time inefficiencies, profits
E. None of these
In ________________ a channel member has invested in backward or forward vertical
integration by buying a controlling interest in other intermediaries.
A. Insourcing arrangement
B. Vertical marketing system (VMS)
C. Corporate VMS
D. Contractual VMS
E. Administered VMS
Primary markets differ from secondary and tertiary markets by _______.
A. The expected level of ROI derived from the market
B. The difficulty of attacking the market
C. The consumers’ ability to buy multiple units
D. The advertising effort needed for the market
E. All of these
The most visible business function of the firm is ______, as demonstrated by a web
page, good customer service, or a TV advertisement.
A. Marketing
B. Finance
C. Production
D. Operations management
E. Human resources
Having a product whose value proposition is a well-kept secret ________.
A. Is a good idea
B. Is not a good thing in marketing
C. Is a concept that uses subliminal messages
D. Is a superior concept used in targeting
E. Is a well-accepted idea in market segmentation
Concerned by recent negative trends in economic indicators such as the consumer price
index, gross domestic product, and inflation, the marketing manager of Kevin’s Kayaks
recommends that the company reduce its advertising spending. His recommendation is
based on ________ data.
A. Microeconomic
B. Macroeconomic
C. Government
D. Numerological
E. Incomplete
Share of voice quantifies the ___________ that a specific product or brand enjoys.
A. Advertising
B. Promotion
C. Presence
D. Knowledge
E. None of these
Jan Smith, the marketing manager of Big Wheel Autos, has noticed that in many
European countries more of the population is moving into urban centers. This has
resulted in an increased demand for subcompact cars that can maneuver through these
tighter quarters rather than full-size automobiles. This is an example of how _________
can influence marketing management decisions.
A. Movement
B. Geographic changes
C. Economic trends
D. External forces
E. Environmental factors
In the United States, most business conversations occur between three to five feet,
which is greater distance than in Latin American cultures. This is an example of which
cultural factor?
A. Language
B. Personal space
C. Values
D. Time perception
E. Perceptions
Internal forces such as _____ and ______ affect consumer choices.
A. Age, attitude
B. Culture, education
C. Personality, society
D. Learning, culture
E. Income, culture
______ is the best-known and most popular motivational theory.
A. Maslow’s Hierarchy of Needs
B. Expectancy Theory
C. Herzberg’s Two-Factor Theory
D. McClelland’s Achievement Motivation Theory
E. Aldelfer’s ERG Theory
In addition to the company’s primary site many companies create smaller, more focused
sites that deal with specific topics such as new product introductions or targeted
products within a large product portfolio known as _________.
A. Blogs
B. Microsites
C. Social networks
D. All of these
E. None of these