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A computer falls into the ________ category of service mix.
A) pure tangible good
B) tangible good with accompanying services
C) hybrid
D) major service with accompanying minor goods
E) pure service
When Aaron went to his doctor for his annual checkup, he was asked to undergo a
number of tests. Although the doctor assured Aaron that the tests were routine, Aaron
thinks that the doctor is hiding a grave problem from him. What kind of a gap is
apparent here?
A) gap between perceived service and expected service
B) gap between service delivery and external communications
C) gap between service-quality specifications and service delivery
D) gap between management perception and service-quality specification
E) gap between consumer expectation and management perception
Which of the following is an example of a pure tangible good?
A) massage
B) shampoo
C) e-mail
D) restaurant meal
E) air travel
If an organization's marketing department wants to create 'segment storyboards" to test
the attractiveness of each segment's positioning strategy, it would most likely occur in
the ________ step of the segmentation process.
A) needs-based segmentation
B) segment identification
C) segment profitability
D) segment "acid test"
E) marketing-mix strategy
________ refers to the products or sets of products with which a brand competes and
which function as close substitutes.
A) Consumer profitability analysis
B) Competitive frame of reference
C) Category membership
D) Value membership
E) Demand field
The process of selecting one or more market segments to enter is called market
________.
A) targeting
B) dominance
C) positioning
D) segmentation
E) research
Which of the following statements about marketing is true?
A) It is of little importance when products are standardized.
B) It can help create jobs in the economy by increasing demand for goods and services.
C) It helps to build a loyal customer base but has no impact on a firm's intangible
assets.
D) It is more important for bigger organizations than smaller ones.
E) It is seldom used by nonprofit organizations.
________ software provides a set of Web-based applications that automate and
integrate project management, campaign management, budget management, asset
management, brand management, customer relationship management, and knowledge
management.
A) Annual plan control
B) Profitability control
C) Efficiency control
D) Strategic control
E) Marketing resource management (MRM)
Aron, a company manufacturing snack food and soft drinks, replicates its product taste
and packaging from Lay's, a market leader in snack food industry. Later, it sells these
imitated products on the black market. This is an example of ________.
A) cloning
B) imitating
C) counterfeiting
D) adapting
E) innovating
Josh gets his bike serviced at Dean's Garage even though there's another garage much
closer to home. He prefers Dean's because the work is usually done quickly and the
staff try to solve the issues with the bike as soon as possible. Dean's Garage excels at
which of the following five determinants of service quality?
A) reliability
B) responsiveness
C) assurance
D) empathy
E) tangibles
The first step in the social marketing planning process is ________.
A) determining the focus of the program
B) selecting the target audience
C) setting objectives and goals
D) designing the market offering
E) finding a source of funding
When companies search for new ways to satisfy customers and distinguish their
offering from others, they look at the ________ product, which encompasses all the
possible augmentations and transformations of the product.
A) consumption
B) expected
C) potential
D) augmented
E) basic
A manufacturer is using legitimate power when it ________.
A) requests a behavior that is warranted under the selling contract
B) threatens to withdraw a resource or terminate a relationship
C) offers intermediaries an extra benefit for performing specific acts or functions
D) makes the intermediaries sell more of a particular product by offering rewards
E) sells more products by making use of its reputation in the market
Define a brand mantra and provide an example of a brand mantra.
Brand ________ are devices that can be trademarked and serve to identify and
differentiate the brand.
A) elements
B) value propositions
C) perceptions
D) images
E) extensions
Webmax Inc. produced and marketed cameras. After considerable research and
development, they developed a new digital camera that had an array of new features.
Webmax was so sure about the new offering that they even reduced their marketing
budget. What sort of orientation does Webmax have toward the marketplace?
A) production orientation
B) product orientation
C) selling orientation
D) marketing orientation
E) holistic marketing orientation
In the first two-and-a-half years of the iPad's existence, Apple sold ________ million
units worldwide.
A) 97
B) 45
C) 63
D) 112
E) 91
Madame Tussaud's wax museum is a popular tourist attraction in London. The museum
charges higher entry rates for tourists compared to locals. This form of price
discrimination is known as ________ pricing.
A) customer-segment
B) image
C) location
D) special customer
E) special event
Which method for establishing the total marketing communications budget sets
communication budgets to achieve the same amount of share-of-voice as competitors?
A) comparative-parity method
B) objective-and-task method
C) affordable method
D) competitive-parity method
E) percentage-of-sales method
