A. Price cuts only
B. Long term external promotion tactic designed to influence future purchase
C. Short term external promotion tactic designed to influence immediate purchase
D. A synonym for advertising
Answer: C
A. Promotional clutter is the end goal of advertising
B. Promotional clutter can be used to a firm's advantage
C. Consumers are constantly, consciously evaluating messages
D. Consumers have a limited ability to register messages
Answer: D
A. Your message is the clearest when it is simple
B. Complex messages draw consumers in
C. Messages seen as too simple are ignored by consumers
D. Mail-in rebate
Answer: A
A. Concreteness
B. Simplicity
C. Emotion
D. Unexpectedness
Answer: B
A. The overall failure of firms to be unexpected
B. The ability of surprising messages to break through clutter
C. Persistence of humor in company attempts
D. The addition to clutter that attempts always bring
Answer: B
A. Credibility
B. Unexpectedness
C. Emotion
D. Simplicity
Answer: A
A. Simplicity
B. Unexpected
C. Credibility
D. Emotion
Answer: D
A. Credible
B. Concrete
C. Simple
D. Emotion
Answer: D
A. Consumers become bored with stories quickly
B. Storytellers inevitably fail
C. People are drawn into stories
D. Consumers are irritated with failure
Answer: C
A. Ambiguous and attainable
B. Obvious and committed
C. Adjustable and avoidable
D. Specific and measurable
Answer: D
A. Instagram
B. Snapchat
C. TV commercials
D. Twitter
Answer: C
A. Clear
B. Committed
C. Concise
D. Consistent
Answer: B
A. Stock prices; audience
B. Message; audience
C. Competitors; budget
D. Message; retailers
Answer: B
A. ROI
B. Immediate payoff
C. Dividend
D. Investment
Answer: D
A. current customers
B. any customers
C. future customers
Answer: A
Answer: False
A. A form of internal promotion with customers, paid for by the seller
B. A form of external promotion with customers, paid for by the seller
C. A form of internal promotion with employees, paid for by the seller
D. A form of external promotion with sellers, paid for by the consumer
Answer: B
A. Active advertising
B. Internal promotion
C. External promotion
D. Interactive communication
Answer: C
A. Internal Communication
B. Interactive Communication
C. External Communication
D. Realistic Communication
Answer: B
A. Customers
B. Frontline employees
C. Company reputation
D. Formal company management
Answer: D
Answer: True
Answer: False
A. Market forecast
B. Retailers
C. Consumer
D. Marketer
Answer: D
A. Prestige pricing
B. Flat-rate pricing
C. Loss leader pricing
D. price skimming
Answer: C
A. Low-cost strategy
B. Mass discounting
C. Gimmicks
D. Loss leader
Answer: D
A. Loss leader
B. Prestige pricing
C. Multiple unit pricing
D. Bulk discount
Answer: C
A. target selling
B. Group discount
C. Bundle pricing
D. Multiple unit pricing
Answer: C
A. more
B. less
C. equally likely
D all companies use this strategy at all times
Answer: B
A. setting a high price so quality or status-conscious consumers will be attracted to the product
B. setting a low price so quality or status-conscious consumers will be attracted to the product
C. pricing to target low-budget shoppers
D. designing a product to mimic luxury items
Answer: A
A. a company should price everything at a higher price than the target product
B. a company should leave prices ambivalent and focus on quality
C. a company should have both cheaper and more expensive options
D. a company should price everything at a lower price than the target product
Answer: C
A. Extremity attraction
B. Extremity avoidance
C. Psychological pricing
D. Attraction effect
Answer: B
A. should share similar characteristics to the target product
B. should be less attractive than the target product
C. can be priced higher than the target product to make target more accessible
D. All of these are correct
Answer: D
A. competitor's brands appear more attractive when compared to your product
B. a target brand appears more attractive when compared to equally attractive brands
C. a target brand appears more attractive when it is compared to inferior brands
D. attractive salespeople will sell more product
Answer: C
Answer: False
A. They will be equally effective
B. 20% off
C. There is no way to determine effectiveness
D. $10 off
Answer: B
A. Internal reference
B. Sale marketing
C. External reference
D. Market standard
Answer: C
A. nothing different from standard pricing strategy
B. always price down
C. set prices that cater to cultural beliefs
D. always price up
Answer: C
A. bundling products in odd or even numbered quantities
B. a method used for clearance sales only
C. setting prices at alternating odd and even values
D. setting prices a few dollars or cents under an even number
Answer: D
A. how competitors perceive the price
B. the elasticity of the stock market
C. how consumers perceive the price
D. how employees perceive the price
Answer: C
A. Consumer assessment
B. Competitors' price
C. Capitalization
D. Costs
Answer: C
A. Greater
B. Equal
C. Variable
D. Smaller
Answer: A
A. Demand sensitivity
B. Price elasticity
C. Price variation
D. Cost benefit
Answer: B
A. Value of the brand
B. Effectiveness of bundling
C. Price elasticity
D. Breakeven point
Answer: D
A. where fixed costs only are covered
B. the most desirable point for profit
C. where variable costs only are covered
D. where profits just cover costs
Answer: D
A. Solve for Retail price, then Wholesale price, then Manufacturer price
B. Solve for Retail price, then Manufacturer price, then Wholesale price
C. Solve for Manufacturer price, then Wholesale price, then Retail price
D. Solve for Wholesale price, then Manufacturer price, then Retail price
Answer: A
A. $5.78
B. $2.60
C. $4.29
D. $3.35
Answer: C
A. Margin is (Price - Cost)/Cost and Mark-up is (Price - Cost)/Price
B. Margin is (Price - Cost)/Price and Mark-up is (Price - Cost)/Cost
C. There is no difference, they are synonyms
D. Margin is (Price - Competition)/Price and Mark-up is Price - Competition
Answer: B
Answer: False
A. charging the peak industry price at all times
B. variable rate depending on time of day or week
C. price assembled as you add options
D. variable price based on region or county
Answer: B
A. price determined by choice of rigid, set bundles
B. variable rate for each customer
C. price assembled as you add options
D. setting a high price to skim maximum revenues
Answer: C
A. price set to fluctuate with treasury bonds
B. single rate per time period
C. different rate for each customer
D. setting a low rate to penetrate the market
Answer: B
A. price determined from bargaining
B. standard, flat rate for each customer
C. price set to change with stock prices
D. variable rate for each customer
Answer: D
A. lowering the price of old products
B. jumping to a new target market
C. introducing a minimal version of an established product
D. setting a low price for a new product to penetrate the market
Answer: D
A. setting a low price to penetrate the market
B. setting a high price for a new product to skim maximum revenues
C. offering customization at a price premium
D. reintroducing an old product at a different price
Answer: B
Answer: True
A. weight placed on customer service
B. focus on quantity vs. focus on quality
C. where you start the process
D. how you value each layer of business
Answer: C
A. Knowing how your industry behaves
B. Knowing the price of your competitors
C. Increasing the marketing budget
D. Financing large projects
Answer: A
A. greater use of techniques from other fields
B. more complex pricing
C. greater subtlety of pricing options
D. companies fight with price only
Answer: D
A. customers become more price sensitive
B. barriers to entry are lowered
C. barriers to entry are increased
D. companies fight with price
Answer: C
Answer: False
Answer: False
A. employer
B. stockholders
C. customer
D. competition
Answer: C
A. Evaluation
B. Price
C. Marketing
D. Value
Answer: D
A. what is exchanged for the product, service, or idea
B. the treasury-backed ultimate value of a product
C. the combination of values for all raw values
D. what is provided as a good or service
Answer: A
A. at the end of a quarter, no matter the pay strategy
B. when an unreasonable amount of pressure is placed on the salesforce
C. if a competitor makes their profits known
D. when the force is paid by salary only
Answer: B
Answer: True
Answer: False
A. push a sale through at all costs
B. educate the consumer on the features of your product
C. sell your product to an entire industry
D. position your product or service as the solution to the customer's problems
Answer: D
A. transition into transactional selling
B. bring the conversation to a high-pressure moment
C. focus on the updates and innovations of the product
D. get the consumer to project how our product would help their problems
Answer: D
A. determine implications of the problems
B. get the customer to project how our product would help their problems
C. determine the problems currently faced by the customer
D. ask for financial commitment
Answer: A
A. determine the problems currently faced by the customer
B. admit to the problems in your own product
C. provoke the consumer into an emotional response
D. tear down all competitors' products
Answer: A
A. acclimate a new salesperson to a new consumer
B. breaking the ice and establishing a relationship
C. gather data and relevant information
D. all of these
Answer: D
Answer: True
A. follow-up on old books at the end of the period
B. close an unsuccessful account
C. approach all potential customers
D. obtain commitment from the customer
Answer: D
A. ask for financial commitment
B. determine prospect needs and present benefits; handle objections
C. present customer service evaluations
D. establish initial contact
Answer: B
A. introduction
B. preapproach
C. presentation
D. approach
Answer: D
A. approach the prospective customer
B. reach as many potential consumers as possible
C. gather information about the prospect and determine how best to approach
D. research the product and study its features
Answer: C
A. prospect the best potential product for a potential customer
B. approach all potential customers
C. search for and screen potential customers
D. research the market
Answer: C
A. close
B. presentation
C. prospecting
D. approach
Answer: C
A. relationship selling
B. technology-based selling
C. transactional selling
D. efficient selling
Answer: A
Answer: True
A. transactional selling
B. business to business selling
C. personality-based marketing
D. relationship selling
Answer: D
Answer: False
A. repeat business and positive word of mouth
B. repeat business and low prices
C. competitive advantage and positive word of mouth
D. profitability and efficiency
Answer: A
A. Innovative selling
B. Transactional selling
C. Relationship selling
D. Telemarketing
Answer: B
A. a small customer that provides an average amount of revenues
B. a very large customer that provides a significant portion of revenues
C. the account a company holds with a minor supplier
D. an account that links the company to other accounts
Answer: B
A. Group Sales
B. Team Selling
C. Team Account
D. Group Work Ideation
Answer: B
A. a type of sales in which all interactions are with those outside the industry
B. a type of sales in which interactions are initiated by the buyer
C. a type of sales in which all interactions are with brand new consumers
D. A type of sales in which interactions are initiated by the seller
Answer: D
A. a type of sales in which interactions are initiated by the seller
B. a type of sales in which companies within the same industry sell to each other
C. a type of sales in which inside departments sell to each other
D. a type of sales in which interactions are initiated by the buyer
Answer: D
A. team selling
B. outside selling
C. inside selling
D. personal selling
Answer: D
Answer: False
A. High customer interaction
B. These employees always chose their own job
C. Low customer interaction
D. These employees can go to any job
Answer: A
A. Organizational citizenship
B. Organizational commitment
C. Job turnover
D. Job satisfaction
Answer: C
A. stay the same
B. increase
C. exponentially decrease
D. decrease
Answer: B
A. perform more customer service behaviors than they might have
B. all supervisors surveyed emphasized the importance of customer satisfaction
C. perform fewer customer service behaviors than they might have
D. perform a varied amount of customer service behaviors
Answer: C
A. Behind-the-Scenes
B. Managing
C. Front line
D. Strategic
Answer: C
Answer: True
A. customer orientation
B. customer service
C. business orientation
D. good management
Answer: A
A. those with high-impact decision making
B. those with a great deal of routine
C. those with a great deal of variety
D. those with lots of critical thinking
Answer: B
A. reduce environmental and waste impact
B. return economic benefits
C. reverse effects of eroding social trust
D. realize potential market gains
Answer: D
A. Recommender
B. Owner
C. Platform
D. Seeker
Answer: A
A. platform; owner
B. recommender; seeker
C. seeker; owner
D. owner; seeker
Answer: C
A. quality concerns
B. advertising
C. trust
D. initial cost
Answer: C
A. Business to Business
B. Business to Person
C. Business + Person
D. Peer to Peer
Answer: B
A. determining companies who will invest
B. finding platforms where it is legal and available
C. finding platforms where consumers express demand
D. determining products
Answer: B
A. Business + Person
B. Business to Person
C. Person to Business
D. Peer to Peer sharing
Answer: A
A. B2B
B. B+P
C. P2B
D. P2P
Answer: C
A. selective
B. strategically placed
C. broad-coverage
D. intensive
Answer: A
A. market share
B. replicability
C. relative importance
D. power
Answer: D
A. prices are lower across the board with a greater number of levels
B. each level makes some degree of money
C. each level adds some kind of value to the end user
D. convenience only
Answer: C
A. a restaurant that encourages lingering with quiet background noise and relaxed music
B. a restaurant that encourages lingering with loud, harsh music and a cold dining room
C. a restaurant that encourages quick turnover with quiet background noise and relaxed music
D. None of these are good examples
Answer: A
A. to increase efficiency for consumers
B. to encourage impulse shopping
C. to frustrate consumers for more rapid turnover
D. to require consumers to ask employees for assistance
Answer: B
A. storefront and merchandising display
B. interior and exterior
C. drawing in every person as a potential consumer
D. positioning strategy and image
Answer: C
Answer: False
A. thrill of the chase
B. fantasy
C. social experiences
D. increase in social status
Answer: D
A. retailers must expand physical locations to meet needs
B. consumers want fewer, more streamlined options
C. consumers want more choices
D. producers must increase product lines to meet assortment needs
Answer: C
A. breaking bulk is inconvenient for the consumer, leading to impulse buys
B. sellers dislike producing in bulk, but consumers want large amounts
C. breaking bulk is unnecessary
D. sellers want to produce in bulk, consumers want to buy in small amounts
Answer: D
A. They do not add value but do add convenience
B. They add value by increasing discrepancies between the needs of consumers and sellers
C. They add value by adjusting discrepancies between the needs of consumers and sellers
D. People always buy more from retailers than they do directly from producers
Answer: C
A. Generalists market to companies; specialists can market to individual consumers
B. Specialists market to companies; generalists can market to individual consumers
C. Specialists sell many different products; generalists sell a specific range
D. Generalists sell many different products; specialists sell a specific range
Answer: D
A. agents take ownership to a product; merchants act as intermediaries
B. agents produce the product; merchants sell it to consumers
C. merchants take ownership to a product; agents act as intermediaries
D. merchants produce the product; agents sell it to consumers
Answer: C
A. retailers are unable to mark up prices; wholesalers are free to do so
B. wholesalers sell to individuals for end use; retailers sell to companies for resale/company use
C. wholesalers are unable to mark up prices; retailers are free to do so
D. retailers sell to individuals for end use; wholesalers sell to companies for resale/company use
Answer: D
A. Marketing goods and services for resale
B. Any form of sale with a price markup
C. Selling goods and services to consumers for their own use
D. Selling goods and services to companies to use in running the company
Answer: C
(T/F)
Answer: False
A. Recognize
B. Listen
C. Act
D. Understand
Answer: A
A. whose fault the problem is
B. exactly what happened to cause the problem
C. how the customer will discuss your product to others
D. how the product should be used
Answer: B
A. consumers are belligerent with frontline employees
B. a product or service has disappointed the consumer
C. employees have provided poor customer service
D. a product or service has exceeded expectations of consumers
Answer: B
A. Automated Service Delivery
B. Traditional Interactions
C. Machine Summons
D. Machine Service Provider
Answer: B
A. Machine Summons
B. Traditional Interactions
C. Automated Service Delivery
D. Human customer, Machine service provider
Answer: C
A. Traditional Interactions
B. Automated Service Delivery
C. Machine Summons
D. Human customer, Machine service provider
Answer: D
A. Human customer, Machine service provider
B. Traditional Interactions
C. Machine Summons
D. Automated Service Delivery
Answer: B
(T/F)
Answer: False
(T/F)
Answer: False
A. equipment only
B. company agents only
C. people and/or equipment
D. representatives and/or consultants
Answer: C
(T/F)
Answer: False
A. competitions with other firms
B. smaller, more frequent transactions
C. customer service orientations
D. huge, multimillion dollar transactions
Answer: B
(T/F)
Answer: True
A. Sub-branding
B. Institutional
C. Individual
D. Universal branding
Answer: B
(T/F)
Answer: True
A. Appropriateness
B. Consistency
C. Institutional Branding
D. Protectability
Answer: b
A. Universality
B. Appropriateness
C. Magnetism
D. Freelancing
Answer: B
A. ensuring the brand name sounds good
B. focusing the brand on consumer likes and dislikes
C. publishing pronunciation details for the brand name
D. naming the company to reflect the highest-grossing segment
Answer: A
A. Jacobs by Marc Jacobs
B. Gap
C. Harley-Davidson Motor Company
D. American Eagle Outfitters
Answer: B
A. Predictability
B. Euphony
C. Longevity
D. Sensibility
Answer: C
A. Universality
B. Market catering
C. Conciseness
D. Accessibility
Answer: D
A. Proctor and Gamble's broad reach
B. Lyft's name and logo
C. Kodak's distinctive name
D. Xerox's accessibility
Answer: B
A. clearly identifies the range of the product
B. stand out from competitor
C. appropriate for all major languages
D. easy for consumers to pronounce and remember
Answer: B
A. Confuse competitors
B. Engage the consumer
C. Create flashy advertisements
D. Attracts consumers to then purchase "opposite" products
Answer: B
A. 15%
B. 21%
C. 50%
D. 33%
Answer: B
(T/F)
Answer: False
(T/F)
Answer: False
A. Brand of high-end, "privatized" companies
B. Brand name owned by a reseller
C. Brand name that has achieved the status of generic trademark
D. Brands of privately owned companies
Answer: B
A. Brand that has achieved the status of generic trademark
B. Brand that has achieved national recognition
C. Brand name carried in at least 60% of national stores
D. Brand name owned by the producer of the product carrying the brand
Answer: D
A. ability to avoid the disadvantages of individual and institutional branding
B. ability to take on the advantages of individual and institutional branding
C. general flexibility
D. all of these
Answer: D
A. increased market share
B. market flexibility
C. marketing power and promotional advantages of the institutional brand
D. new brand asset development, similar to individual brand
Answer: A
A. Procter & Gamble
B. Nestle
C. ServiceMaster
D. Sony
Answer: D
A. enhancement of positive spillover
B. lower promotional costs
C. marketing power in the marketplace
D. greater individualized identity for new products
Answer: D
A. protection against negative spillover effects
B. strong connections to established brands for new brands to lean on
C. strategic degrees of freedom
D. development of additional brand assets
Answer: B
A. Umbrella branding
B. Institutional branding
C. Individual branding
D. Sub-branding
Answer: C
A. Franchise Branding
B. Individual Branding
C. Institutional Branding
D. Sub-branding
Answer: A
A. secondary
B. primary
C. institutional
D. tertiary
Answer: A
A. Franchising
B. Joint venture
C. Brand licensing
D. Brand Addiction
Answer: C
A. Promotional advertising can save a business
B. Brands are worthless without assets as collateral
C. Brands are unable to expand past their original industries
D. Brands can have value beyond the book value of the firm
Answer: D
A. Licensing
B. Promotional Advantage
C. Word of mouth
D. Product purchase
Answer: B
A. Licensing
B. Price Competition
C. Word of mouth
D. Brand Extension
Answer: B
A. the price of bestselling products
B. how competitors adjust in response to the brand
C. negative reputation of the brand or firm
D. what consumers know about the brand
Answer: D
A. psychological; monetary
B. monetary; psychological
C. inconclusive; mediated
D. potential; realized
Answer: A
A. Price of brand
B. Consumer share of brand
C. Market share in industry
D. Market value of brand
Answer: D
A. A functional benefit came from changing the island
B. Changing the name did not help
C. The book value of the island increased
D. Added value came from a more appealing name
Answer: D
A. Brand Evaluation
B. Brand Equity
C. Brand Recognition
D. Brand Interest
Answer: B
Answer: False
A. competitor
B. management
C. consumer
D. board of directors
Answer: C
A. price
B. mood and emotion
C. organization
D. affiliation
Answer: B
A. brand recognition
B. brand map
C. brand attribute
D. brand association
Answer: B
A. the evaluation of a brand is brought to either conscious or subconscious thought
B. the automatic reaction of consumers to a brand they have never encountered.
C. a consumer's conscious decision to memorize aspects of a brand
D. initial evaluation of a brand is made automatic and efficient
Answer: A
A. brand memories
B. brand benefits
C. brand attributes
D. brand attitudes
Answer: A
A. brand recall
B. brand marketing
C. brand associations
D. brand recognitions
Answer: C
(T/F)
Answer: False
A. External cue
B. Idealistic competition
C. Firm recognition
D. Brand recall
Answer: D
A. respond; attack
B. identify; differentiate
C. differentiate; identify
D. separate; connect
Answer: B
A. External cue
B. Coercive cue
C. Detrimental cue
D. Internal cue
Answer: A
A. With only external cues
B. With only internal cues
C. With social media-based marketing
D. With either external or internal cues
Answer: D
A. The creation of new nodes
B. An external cue
C. When consumers spread brand knowledge through conversation
D. When nodes are energized and brought into working memory
Answer: D
A. future knowledge
B. connections between ideas
C. current learning
D. stored knowledge
Answer: D
A. desired associations
B. conversations
C. memory
D. peer group
Answer: C
A. ability to compare prices
B. reduction of perceived risk
C. association with target groups
D. definition of corporate social responsibility
Answer: B
A. The cohesiveness of the name and logo
B. How often a consumer sees the brand displayed
C. The visual appeal of the logo
D. What the consumer thinks about the firm when the brand is seen
Answer: D
(T/F)
Answer: False
(T/F)
Answer: True
A. Brand Product and Brand Name
B. Brand Label and Brand Price
C. Brand Name and Brand Mark
D. Brand Price and Brand Issue
Answer: C
A. identify and differentiate
B. compete and improve
C. market and recruit
D. locate and determine
Answer: A
Answer: multinational
Answer: The North American Free Trade Agreements
Answer: Asia
Answer: A gray market
Answer: Values
A sales test
B attitude test
C aided recall
D jury test
E inquiry test
Answer: D jury test
A the geographic region to which an advertising campaign will be directed.
B the percentage of television sets tuned to a particular program.
C the number of different people or households exposed to an advertisement.
D the commonly used reference number that equates the customer likeability rating for an advertisement multiplied by its frequency.
E the average number of times a person in the target audience is exposed to the advertising message.
Answer: C the number of different people or households exposed to an advertisement.
A rebate
B premium
C deal
D product placement
E coupon
Answer: C deal
A image consultant.
B consulting firm.
C limited-service advertising agency.
D in-house agency.
E full-service advertising agency.
Answer: E full-service advertising agency.
A coupon
B merchandise allowance
C loyalty program
D point-of-purchase display
E sweepstakes
Answer: B merchandise allowance
A purchase
B awareness
C adoption
D pilot
E evaluation
Answer: E evaluation
A A wrong image is used in a newspaper ad.
B The message is considered too ordinary.
C A printing mistake in a press release.
D A prospect for a firm's product cannot understand the salesperson during a presentation because of her accent.
E A radio advertisement uses slang.
Answer: B The message is considered too ordinary.
A the creation of unique products based upon the needs and wants of individual consumers.
B the translation of a company's message into multiple languages for use in advertising in different countries or regions.
C the use of different images (such as on the cover of Sports Illustrated) to create a more intimate relationship between buyer and seller.
D advertising, sales promotions, and public relations activities that are used with groups of prospective buyers.
E the production and sales of a single item that contains no variation of product benefits.
Answer: D advertising, sales promotions, and public relations activities that are used with groups of prospective buyers.
A set the budget
B state the mission
C pretest the promotion
D select the appeal
E select the media
Answer: C pretest the promotion
A advertising
B personal selling
C sales promotion
D publicity
E direct marketing
Answer: A advertising
A advertising
B cause marketing
C publicity
D personal selling
E a public service announcement
Answer: C publicity
A advertising
B publicity
C sales promotion
D personal selling
E direct marketing
Answer: C sales promotion
A market modification.
B product extension.
C rebranding.
D trading up.
E downsizing.
Answer: D trading up.
A selective
B primary
C derived
D generic
E secondary
Answer: B primary
A communication benefits
B usage benefits
C functional benefits
D perceptual benefits
E financial benefits
Answer: C functional benefits
A capacity evaluation management
B customer experience management
C consumer experience marketing
D consumer encounter marketing
E customer evaluation measurement
Answer: B customer experience management
A usage
B risk
C value
D emotional
E psychological
Answer: E psychological
A Consumers generally find the pricing of consumer services more realistic than the pricing of consumer products.
B Service pricing is generally subjective and not based on formulas or break-even points.
C Service pricing is relatively insensitive to consumer service quality perceptions.
D Service pricing plays a role in balancing consumer demand for services.
E Service pricing only considers monetary costs to deliver the service.
Answer: D Service pricing plays a role in balancing consumer demand for services.
A growth
B commercialization
C expansion
D introduction
E maturity
Answer: A growth
A tie up a very large a percentage of the advertising budget.
B are boring and rarely well designed; consumers usually tune them out.
C are under the control of the medium where aired, not the organization.
D have a very limited reach and frequency.
E are an ineffective form of advertising.
Answer: C are under the control of the medium where aired, not the organization.
A off-peak convenience.
B idle production capacity.
C selective demand.
D intangibility.
E inconsistency.
Answer: B idle production capacity.
A sequential demand
B concurrent demand
C derived demand
D secondary demand
E primary demand
Answer: C derived demand
A product item.
B product unit.
C product line.
D product mix.
E product class.
Answer: A product item.
A a clear marketing plan
B clear financial goals and expectations
C a well-defined target market
D a comprehensive SWOT analysis
E a precise budget of how much can be spent for a
F new offering's marketing program
Answer: C a well-defined target market
A support products
B components
C supplies
D derived products
E installations
Answer: B components
A business analysis
B idea generation
C screening and evaluation
D development
E commercialization
Answer: D development
A open-ended.
B dichotomous.
C Likert scale.
D single response.
E semantic differential scale.
Answer: B dichotomous.
A queries
B suggestive selling
C sales driver analysis
D database management
E data mining
Answer: E data mining
A trend extrapolation.
B direct forecasting.
C lost-horse forecasting.
D linear trend forecasting.
D a survey of buyers' intentions.
Answer: C lost-horse forecasting.
A causal and actionable
B virtual and interactive
C actionable and inferential
D interdisciplinary and precise
E specific and measurable
Answer: E specific and measurable
A Trend extrapolation
B Sensitivity analysis
C Lost-horse forecasting
D Statistical inference
E A survey of buyers' intentions
Answer: A Trend extrapolation
A collect relevant data.
B investigate the marketing environment.
C develop the research plan.
D develop the findings.
E define the problem.
Answer: E define the problem.
A the discussion leader can help change negative panel responses into positive ones.
B panel members often help each other by bringing up ideas for discussion that others didn't initially think of, but that were important to them.
C there will usually be one panel member who dominates the discussion to help keep the conversation focused.
D researchers can take successive measurements of consumers to determine if they change their purchasing behaviors over time.
E the panel's continuity and representativeness of the population are unchanged when individual members drop out.
Answer: D researchers can take successive measurements of consumers to determine if they change their purchasing behaviors over time.
A social classes.
B ethics.
C values.
D customs.
E cultural symbols.
Answer: D customs.
A multinational
B global
C international
D transglobal
E dynamic
Answer: A multinational
A helps defend a nation's political security.
B creates a more loyal and hardworking domestic workforce.
C strengthens the economy by encouraging a balance of trade.
D instills a sense of nationalism, which in turn protects economic stability.
E lowers prices for domestic consumers.
Answer: A helps defend a nation's political security.
A direct exporting
B direct investment
C joint venture
D licensing
E indirect exporting
Answer: D licensing
A parallel importing
B back-channel marketing
C dumping
D countertrading
E microfinancing
Answer: C dumping
A WTO tax.
B gray market.
C tariff.
D fair trade exception.
E quota.
Answer: E quota
A.) personal selling
B.) direct response marketing
C.) publicity
D.) direct selling
E.) direct marketing
Answer: E.) direct marketing
A.) cause marketing
B.) personal selling
C.) sales promotion
D.) advertising
E.) publicity
Answer: C.) Sales promotion
A.) fields of experience
B.) feedback loops
C.) channels of communication
D.) cultural values
E.) lifestyle
Answer: A.) Fields of experience
A.) competitive parity budgeting
B.) all you can afford budgeting
C.) percentage of sales budgeting
D.) comparative budgeting
E.) objective and task budgeting
Answer: A.) competitive parity budgeting
A.) online marketing
B.) multicultural marketing
C.) personal selling
D.) social media
E.) target marketing
Answer: C.) personal selling
A.) select the media
B.) set the budget
C.) posttest the promotion
D.) state the mission
E.) select the appeal
Answer: C.) posttest the promotion
A.) differentiate one brand of device from another
B.) create selective distribution channels
C.) reposition fitness trackers
D.) create product category awareness
E.) remind buyers of the marketers and its products existence
Answer: A.) differentiate one brand of device from another
A.) identify possible advertising or promotional firms
B.) pretest the advertisement
C.) state the mission
D.) specify the objectives
E.) posttest the advertisement
Answer: D.) Specify the objectives
A.) risk
B.) value
C.) psychological
D.) emotional
E.) usage
Answer: E.) usage
A.) suggest an exotic origin
B.) be humorous
C.) contain no suggestive meanings
D.) be easy to spell and pronounce
E.) have no legal or regulatory restrictions.
Answer: E.) have no legal or regulatory restrictions
A.) People, physical environment, and process
B.) productivity, performance, and profitability
C.) personality, procedure, and performance
D.) personality, performance, and process
E.) people process, and productivity
Answer: A.) people, physical environment, and processs
A.) trademark
B.) copyright
C.) patient
D.) logo
E.) sales registry
Answer: A.) Trademark
A.) Diffusion of innovation
B.) The consumer decision process
C.) the offering adoption model
D.) the innovation adoption continuum
E.) the market-product life cycle
Answer: A.) Diffusion of innovation
A.) introduction
B.) resurgence
C.) decline
D.) growth
E.) maturity
Answer: E.) Maturity
A.) communication benefits
B.) perceptual benefits
C.) financial benefits
D.) usage benefits
E.) functional benefits
Answer: A.) communication benefits
A.) Catching a rising trend
B.) creating new use situation
C.) increasing the products use
D.)finding new users
E.) changing the value offered
Answer: C.) increasing the products use
A.) Derived demand
B.) primary demand
C.) secondary demand
D.) sequential demand
E.) concurrent demand
Answer: A.) Derived Demand
A.) inventory
B.) imperfection
C.) impressionability
D.) intangibility
E.) inseparability
Answer: D.) Inseparability
A.) Precise Protocol
B.) continuous innovation
C.) discontinuous innovation
D.) brand extension
E.) regular distribution
Answer: B.) continuous innovation
A.) standard
B.) controlled
C.) laboratory
D.) hyper
E.) simulated
Answer: A.) standard
A.) allow a firm to expand its objectives to include new ways of thinking
B.) can help identify the strategic role the new product might serve in the firms portfolio
C.) narrow the task to a single product rather than a number of product concepts
D.) allow the firm to forecast potential sales and form their marketing budget based upon those projections
E.) help identify which organizational members have an interest or stake in the products success
Answer: B.) Can help identify the strategic role the new product might serve in the firms portfolio
A.) service
B.) good
C.) market segment
D.) ware
E.) marketing object
Answer: B.) Good
A.) Direct forecasting
B.) linear trend forecasting
C.) a survey of buyers intentions
D.) trend extrapolation
E.) lost-horse forecasting
Answer: E.) lost-horse forecasting
A.) use of coupons
B.) price
C.) package size
D.) dollar sales
E.) distribution outlet
Answer: D.) Dollar Sales
A.) new product concept assessment
B.) secondary data collection
C.) extrapolation
D.) statistical inference
E.) sensitivity analysis
Answer: D.) Statistical inference
A.) observational
B.) information technology
C.) dashboard
D.) questionnaire
E.) inferential
Answer: A.) Observational
A.) evaluate the relevant data
B.) develop the findings
C.) investigate the marketing environment
D.) take marketing actions
E.) develop the research plan
Answer: D.) take marketing actions
A.) problem definition
B.) an environmental scan
C.) situational analysis
D.) action analysis
E.)data mining
Answer: E.) Data Mining
A.) Performing a sensitivity analysis
B.) using neuromarketing
C.) collecting external secondary data
D.) collecting primary data
E.) collecting internal secondary data
Answer: D.) Collecting Primary Data
A.) a salesforce survey forecast
B.) a lost horse forecast
C.) trend extrapolation
D.) in-house forecasting
E.) a survey of buyers intentions
Answer: A.) a salesforce survey forecast
A.) Primary Data
B.) External Secondary Data
C.) business data
D.) internal secondary data
E.) sensitivity analysis
Answer: D.) Internal Secondary Data
A.) risks
B.) limitations
C.) constraints
D.) dependent variables
E.) objectives
Answer: C.) constraints
A.) Rivalry conditions
B.) countertrade
C.) gray marketing
D.) trade equity
E.) balance of trade
Answer: B.) Countertrade
A.) The UN
B.) The EU
C.) NATO
D.) The WTO
E.) NAFTA
Answer: B.) The EU
A.) The General Agreement on Tariffs and Trade Treaty
B.) The World Trade Organization
C.) The North American Free Trade Agreement(NAFTA)
D.) The CanAmerMex Union
E.) The Trilateral Economic Cooperation Accord
Answer: C.) North American Free Trade Agreement
A.) A global brand alters the product or service formulation for each country
B.) A global brand is a collaborative effort among several different multinational firms to ensure that semiotic mistakes do not occur
C.)A global brand is marketed under different brand names for every market
D.)A global brand uses the same product formulation or service concept across multiple countries and cultures.
E.) A Global brand has marketing programs that are coordinated in each individual country where the service is sold to ensure a consistent customer experience.
Answer: D.)A global brand uses the same product formulation or service concept across multiple countries and cultures.
A.) Multinational
B.) international
C.) transglobal
D.) global
E.) dynamic
Answer: A.) Multinational
A.) decreases
B.) levels off
C.) becomes more unpredictable
D.) becomes more stable
E.) increase
Answer: E.) Increases
A.) back-channel marketing
B.) micro-financing
C.) dumping
D.) countertrading
E.) parallel importing
Answer: C.) dumping