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For a consumer product sold door-to-door through a multilevel selling company like
Mary Kay, ________ would be an appropriate control unit.
A) countries
B) states
C) counties
D) blocks
Identify the objective of trade promotions.
A) get channels to carry the product and promote it
B) get customers to purchase the product through the channels of distribution
C) get customers to promote the product to their friends and relatives
D) obtain feedback about the product from the end users
Which of the following is a very popular marketing research method that enables the
marketer to determine how customers value different levels of product attributes?
A) cohort analysis
B) conjoint analysis
C) segmentation analysis
D) market analysis
The value proposition is operationalized and represented in the customers' minds
through:
A) the mission statement.
B) annual reports.
C) product positioning.
D) effective sales pitches.
Which of the following statements is true regarding the value-added chain of
distribution channels?
A) The value-added chain of distribution channels begins with the customer.
B) Distribution channels establish a connection between the firm and the customers.
C) One of the components of the value-added chain of distribution channels is the
government.
D) Distribution channels connect suppliers to the firm.
Which external source of information provided by the marketing manager is considered
to be the most credible?
A) sales presentations
B) advertisements
C) sales orientation
D) word-of-mouth
When the absolute value of price elasticity of demand is ________, the category is price
elastic.
A) less than 1
B) equal to 0
C) greater than 1
D) equal to 1
When we say that a firm is using a differentiation advantage to developing competitive
advantage, we mean that the approach is:
A) cost-based.
B) perception-based.
C) brand-based.
D) quality-based.
In a marketing experiment, a marketing variable which is of central interest is called
a(n) ________ because different levels or values of the variable are controlled by the
researcher.
A) manipulation
B) external factor
C) internal variable
D) control factor
Which of the following media were traditionally used by consumer products
companies?
A) TV advertising
B) podcasts advertisements
C) Internet advertisements
D) interactive advertisements
The ________ approach involves offering both a high-priced and a low-priced brand
that would result in brands at multiple price tiers.
A) congestion pricing
B) price bundling
C) complementary pricing
D) product-line pricing
In supermarket retailing there is an increased need to control costs and operate
efficiently to compete with category killers. This need to be efficient has created:
A) mass marketing.
B) market segmentation.
C) efficient consumer response.
D) a hybrid system.
Which of the following best describes the strategy where product variants are
developed to appeal to different segments of the market or to satisfy customers' needs
for variety?
A) production line strategy
B) product line strategy
C) customer line strategy
D) competitor line strategy
Which of the following is a characteristic of services?
A) low barriers to entry
B) high switching costs
C) low rivalry
D) reduced competition
Which of the following best describes customers who tend to be dissatisfied or
somewhere in the middle, switch to competitors, and are unhappy with you?
A) Loyalist/Apostle
B) Defector/Terrorist
C) Mercenary
D) Hostage
