- The production concept is one of the newest concepts in business.
- Brand personality is the specific mix of human traits that may be attributed to a particular brand.
- Owing to its greater flexibility, a questionnaire is by far the most common instrument used to collect primary data.
- The behavior people exhibit as they pass through certain life-cycle stages, such as becoming a parent, is largely fixed and does not change over time.
- Good marketing plans are usually short and to the point.（ ）
- Relationship marketing aims to build mutually satisfying long-term relationships with key parties.
- A fad is more predictable and durable than a trend.
- The role of a relatively high-priced brand in a portfolio is often to attract customers to the brand franchise or to "build traffic."
- Researchers should generalize findings from focus group participants to the whole market.
- In the statement, "Volvo develops its cars for buyers to whom safety is a major concern, positioning the vehicles as the safest a customer can buy," buyers to whom safety is a major concern is the target market.
- Experiments call for selecting matched groups of subjects, subjecting them to different treatments, controlling extraneous variables, and checking whether observed response differences are statistically significant.
- Companies following a market specialization strategy offer one product to as many markets as possible.
- Life stage defines a person's age.
- Companies with superior information enjoy a competitive advantage.
- In applying MBO (management by objectives) all objectives are treated as being equally important.
- Competitive intelligence gathering is inherently illegal and unethical.
- Qualitative research techniques are relatively structured measurement approaches that permit limited possible responses.
- If a company sought to grow by starting new businesses that have no relation to its current technology, products, or markets, the company would be using a market penetration strategy.（ ）
- Consumers who experience money constraints are prone to multitasking.
- Marketers need to be aware of the status-symbol potential of brands because people usually choose products which reflect their role and their actual or desired status in a society.
- How does a marketing plan affect relationships?
- Which of the following are the reasons consumers are concerned about privacy?
- The value delivery process can be divided into three phases, out of which "choosing the value" implies ________, which is the essence of strategic marketing.
- Marriage, childbirth, and divorce constitute the ________ that shape the consumption pattern of individuals.
- Which of the following terms can be defined as 'the shared experiences, stories, beliefs, and norms that characterize an organization'?( )
- Companies who believe that higher sales volume leads to lower unit costs and higher long-run profits are attempting to ________.
- The first step in the business unit strategic-planning process deals with which of the following?（ ）
- If Ty chooses a smart phone simply because he perceives it to be rated highest on megapixels, which he believes is the most important attribute in a smart phone, he is using a(n) ________ to help make his purchase decision.
- A characteristic of a （ ） unit is that it can be a single business or collection of related businesses that can be planned separately from the rest of the company.
- Gordon Jones is considering purchasing a computer from Best Buy. He has created a scale for rating eight different computers on three different characteristics. He plans to make a short list of only those computers that score at least a 7 on his scale on all three characteristics. Which of the following choice heuristics has he chosen?
- The ________ of the product mix refers to the total number of items in the mix.
- Which of the following are tangible goods that normally survive many uses?
- When Gary was a high school student, he enjoyed rock music and regularly purchased hip clothing sported by his favorite rock band. However, five years later, when Gary became an accountant, his preference shifted toward formal clothing. Which of the following personal characteristics is likely to have had the most influence on Gary's preferences during his high school days?
- A retailer who utilizes a(n) ________ policy charges a constant low price with little or no price promotions and special sales.
- Costs that do not vary with production levels or sales revenue are known as ________ costs.
- he brand name of New Zealand vodka 42BELOW refers to both a latitude that runs through New Zealand and the percentage of its alcohol content. From a marketing management perspective, which of the brand equity drivers is most applicable in the given scenario?
- Hilton Hotels customizes rooms and lobbies according to location. Northeastern hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic. This is an example of ________ segmentation.
- From a marketing management perspective, there are three main sets of brand equity drivers. Which of these drivers was most applicable when McDonald's decided to use the "golden arches" and Ronald McDonald as symbols of their brand?
- What types of goods are purchased frequently, immediately, and with minimum effort by the consumers?
- Which of the following types of retailing generally entails the highest costs?
- Brand personality analysts identified the popular music channel MTV as daring, spirited, and highly imaginative. As per Jennifer Aaker's research, which of the following brand personality traits best suits MTV?
- If demand changes considerably, with a small change in price, the demand is said to be ________.
- Because of the acceptance that the other Broomer products have in the market, retailers are willing to stock items from the new "Inducer" line of clothing. This is an example of ________ power.
- Although it varies with product category, price, and the nature of the offering, in general, average response rates for e-mails is higher than order-response rates for letter-sized direct mail.
- Direct mail permits target market selectivity and allows early testing and response measurement.
- Sales promotions in markets of high brand similarity can produce a high sales response in the short run but little permanent gain in brand preference over the longer term.
- Which of the following beloing to sales promotion?
- Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?
- Which of the following is a form of mass communications channel?
- A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives.
- A salesperson who relies on creative methods for selling a company's tangible or intangible offerings is called a(n) ________.
- Database marketing is ideal when a company does not have direct contact with its customers.
- ________ is a marketing communications tool that includes a variety of programs to promote or protect a company's image or individual products.
- Sales promotion may damage brand image.
- Reinforcement advertising aims to stimulate repeat purchase of products and services.
- Implication questions ask about the consequences of a buyer's problems, difficulties, or dissatisfactions.
- An advertising ________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.
- Which of the following belong to retailing?
- Add-on services such as credit, delivery, installation, and repairs provided by the marketing channel are referred to as service backup.
- When economic conditions are depressed, producers want to move goods to market using longer channels.
- Selective distribution severely limits the number of intermediaries and is appropriate when the producer wants to maintain control over the service level and outputs offered by the resellers.
- Early buyers might be willing to pay for high-value-added channels, but later buyers will switch to lower-cost channels.
- Channel power is the ability to alter channel members' behavior so that they take actions they would not have taken otherwise.
- Total Beverages, a maker of fruit juices and health drinks, recently launched a new brand of packaged drinking water called AquaPure. In order to induce distributors to carry the product, Total offers all its intermediaries a free refrigerator to store bottles of AquaPure. This is an example of a ________.
- A manufacturer obtains referent power when it has special knowledge that intermediaries value.
- Wholesalers actually purchase goods from a producer in bulk and store them in warehouses.
- ________ are sets of interdependent organizations participating in the process of making a product or service available for use or consumption.
- A marketing channel overcomes the time, place, and possession gaps that separate goods and services from those who need or want them.
- When examining products, consumers compare an observed price to an internal reference price they remember or an external frame of reference.
- Shrinking the amount of product instead of raising the price is a good way to counteract consumer resistance to price increases.
- Value pricing requires a company to reengineer its operations to become a low-cost producer.
- Traditionally, price was never a major determinant of buyer choice.
- A firm that is plagued with overcapacity, intense competition, or changing consumer desires would do better if it pursues ________ as its major objective.
- Generally, consumers prefer small price increases on a regular basis to sudden, sharp increases.
- Reference prices include( )
- Trade-in allowances are price reductions given for turning in an old item when buying a new one.
- A marketer who has unit costs of $16 and wants to earn a 20 percent markup on sales would charge a markup price of $20.
- The reservation price, the maximum that most consumers will pay for a given product, is known as the ________ price.
- Although consumers may have fairly good knowledge of the range of prices involved, very few can accurately recall specific prices of products.
- Which of the following belong to Nondurable goods?
- Carlos always buys bread and milk when he goes grocery shopping. In this case, bread and milk are examples of impulse goods.
- A product is anything that can be offered to a market to satisfy a want or need.
- An intensive distribution strategy serves well for products such as snack foods and soft drinks.
- A Maserati sports car is considered a convenience good because interested buyers will travel far to buy one.
- The customer-value hierarchy consists of the basic product, core benefit, expected product, augmented product, and the consumption system.
- The four product-mix dimensions (length, width, depth, consistency) permit the company to expand its business.
- It was sunny when Jenny went to class, but by the time class was over it was raining heavily, so Jenny stopped by the student store to buy an umbrella before she walked back to her dorm. In this case, the umbrella is an example of a(n) ________ good.
- The package, which has enclosed the actual commodity, is called secondary package.
- A ________ is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.
- Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy?
- Integrated marketing is to create brand equity by linking the brand to other information in memory that conveys meaning to consumers.
- In leveraging secondary associations, linking a brand to someone or something else can be risky because anything bad that happens to that other entity can also be linked to the brand.
- Flankers are brands that may be kept around despite dwindling sales because they manage to maintain their profitability with virtually no marketing support.
- To achieve integrated marketing, marketers need a variety of different marketing activities that consistently reinforce the brand promise.
- Red Bull enlisted college students as "Red Bull student brand managers" to distribute samples, research drinking trends, design on-campus product promotion activities, and write stories for student newspapers. From a marketing management perspective, which of the following brand equity drivers is most applicable in the given scenario?
- What roles can brand play as part of a portfolio?
- When a firm uses an established brand to introduce a new product, it is called a brand ________.
- Brand ________ are devices that can be trademarked and serve to identify and differentiate the brand.
- The introduction of Diet Coke by the Coca-Cola Company is an example of ________.
- When a firm uses an established brand to introduce a new product, the product is called a ().
- reflects the number and nature of both common and distinctive brand elements.
- If consumers can easily recall and recognize a brand element, the brand element is said to be ________.
- are all usual methods to identify market segments.
- If Mr. Smith asks his friend who has a treadmill and try to decide to buy a similar one. Mr. Smith’s friend plays a role of in the buying decision.
- Everyone who buys a given product wants the same benefits from it.
- A ________ consists of a group of customers who share a similar set of needs and wants.
- Jose and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?
- Men and women have different attitudes and behave differently, based partly on and partly on .
- If a company in line of sweepers finds that more than half of men thought they are primary grocery shoppers in their families, it will tend to hire handsome male superstars to promote their products to attract female customers.
- Pampers divides its market demographically on the basis of ________ into prenatal, new baby, baby, toddler, and preschooler.
- In behavioral segmentation, marketers divide buyers into groups on the basis of .
- An undifferentiated marketing approach to full market coverage designs a marketing program for a product with a superior image that can be sold to the broadest number of buyers.
- When Nike attempts to get close to its customers at the local level by sponsoring local school teams and providing shoes, equipment, and clothing to many of them, Nike is using which of the following marketing formats?
- In ________ marketing, the firm operates in several market segments and designs different products for each segment.
- Among all the factors, which factors have the broadest and deepest influence?
- For a typical consumer, most information of the needed products in the markets comes from .
- People are more likely to notice stimuli whose deviations are large in relation to the normal size of the stimuli.
- Consumers will depend on the information from to decide whether they are going to buy the goods or not.
- Limited information could reach its target customers in marketing.
- In the process of searching and gathering relevant information of the propose products, a consumer will come to know a subset of the all the available brands. This set is called .
- A person's ________ consist(s) of all the groups that have a direct (face-to-face) or indirect influence on his/her attitudes or behavior.
- If a consumer is shopping for a smart phone, all of the smart phone options available in the market — whether a consumer knows about them or not — is called the ________ set.
- A consumer who uses Google to find comparative reports on new automobiles, is most likely using which of the following information sources for assistance?
- Ford Motors uses the ad caption "Magnify the Adventure" to promote its latest SUV, the Ford Endeavour. The ad features the car traveling through an uneven, rocky terrain. Within the context of Jennifer Aaker's brand personality analysis, Ford Endeavour is most likely to be strong on which of the following traits?
- The buying process starts when the buyer decides to, or enters, a store or service provider's facility.
- Joe is a computer service technician. People in his neighborhood usually depend on his suggestions for purchasing any computer accessory or hardware, as they believe that he has access to far more information on computer technology than the average consumer. The neighbors are also aware that Joe has the required knowledge and background for understanding the technical properties of the products. Within this context, Joe can be called a(n) ________.
- Marketers can collect primary data in the following main ways( ).
- Safeway supermarket's scanner data shows that high-income people don't necessarily buy the more expensive brands. This is an example of survey research.
- A dichotomous question is a question with three or more answers.
- When Bank of America followed female baby boomers at home and while they shopped to observe things the shoppers might not have been able to articulate, they were using ethnographic research.
- Which of the following is used to assess people's knowledge, beliefs, preferences, and satisfaction and to measure these magnitudes in the general population?
- Which of the following is considered to be the last step in the marketing research process?
- When companies engage students to design and carry out projects, the payoff to the students is experience and visibility; the payoff to the companies is a fresh sets of eyes to solve problems at a fraction of what consultants would charge.
- Before Sandra opened her florist shop she read all she could about the floral industry. She also consulted several published research reports to understand growth patterns in the local area with particular interest in the location of florists throughout the city. This ________ helped her to decide on the location of her store.
- If a marketing researcher chooses to use word associations, the researcher is using ________ questions.
- If the goal of marketing research is to shed light on the real nature of a problem and to suggest possible solutions or new ideas, the research is said to be ________.
- When American Airlines decided to review new ideas aimed at first-class passengers on very long flights, like an ultra high-speed Wi-Fi service and 124 channels of high-definition satellite cable TV, their first step in the marketing research process was to ________.
- Why must researchers avoid generalizing from focus group participants to the whole market?
- After collecting the relevant information, the next step in the marketing research process is to ________.
- ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
- Firms that can develop substitute materials for finite nonrenewable resources have an excellent opportunity.
- There is a global trend toward an aging population.
- The main demographic factor marketers monitor is population, including
- Households comprised of single, separated, widowed, and divorced individuals generally demand larger apartments and expensive appliances, furniture, and furnishings.
- A ________ is a set of procedures and sources managers use to obtain everyday information about developments in the marketing environment.
- The heart of the internal records system is the ________ because customers favor firms that can promise timely delivery.
- Which of the following is likely to occur during economic downturns?
- The ________ begins with sales representatives and dealers sending orders to the firms and is followed by the sales department preparing invoices, and finally generating shipping and billing documents which are then sent to various departments.
- A ________ is "unpredictable, short-lived, and without social, economic, and political significance."
- A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors' published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence.
- Companies can practice targeted marketing by using ________, which are records of Web site usage stored on personal browsers.
- Today, corporations need to make sure that they are good corporate citizens and that their consumer messages are honest in order to positively align themselves with consumers' views of ________.
- A ________ is a "large social, economic, political, and technological change that is slow to form, and once in place, influences us for some time — between seven and ten years, or longer."
- A growing population does not mean growing markets unless ________.
- External Environment analysis is to analyse ( )
- A firm employing a focus strategy concentrates on achieving superior performance in an important customer benefit area valued by a large part of the market.
- A firm that is always working to improve its product offerings such that consumer needs are addressed more efficiently is following a differentiation strategy.
- Internal analysis in SWOT involves analyzing the possible opportunities and threats that can come from the market.
- Unlike its competitors in the online air travel industry, Travelocity provides its customers with a greater variety of services such as cruise reservations, package tours, hotel bookings, and car rentals. This is an example of a(n) ________ strategy.
- Juan Garcia plans the daily promotional releases about his company's products and services. He can be described as a(n) ________ planner.
- The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.
- Of the four organizational levels, the corporate level is likely to make which of the following decisions?
- In the cycle of complete strategic planning, taking corrective action is a part of ________.
- Which of the following is an example of growth by diversification?
- The marketing plan, the central instrument for directing and coordinating the marketing effort of a company, operates at the ________ levels.
- McDonald's has often teamed up with Disney to offer products related to current Disney films as part of its meals for children. The best description of this form of alliance would be a ________.
- The task of any business is to ________.
- Qantas, the Australian national airline carrier, introduces flights to the Middle East. This is an example of ________.
- If performance falls short of expectations, the customer is disappointed. If it matches expectations, the customer is satisfied. If it exceeds them, the customer is delighted.
- The emergence of earned media has allowed some companies to reduce paid media expenditures.
- What can be marketed?
- We can think of marketing as the identification, creation, communication, delivery, and monitoring of customer value.
- Wants are the basic human requirements such as for air, food, water, clothing, and shelter.
- The "Malaysia, Truly Asia" ad campaign that showcased Malaysia's beautiful landscape and its multicultural society in order to attract tourists is an example of ________ marketing.
- Services constitute the bulk of most countries' production and marketing efforts.
- People in emerging countries today are becoming increasingly health conscious and are seeking healthy food choices. As a result, demand for health foods is rising steadily, creating an opportunity for marketers to exploit this ________ market.
- In Walt Disney's Magic Kingdom, customers can visit a fairy kingdom, a pirate ship, or even a haunted house. Disney is marketing a(n) ________.
- As economies advance, a growing proportion of the economy's activities focuses on the production of ________.
- Organizations catering to the ________ market need to price their offerings carefully because these markets usually have limited purchasing power.
- Which of the following statements about marketing is true?
- Identify the correct statement about marketing management.
- ________ management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
- "Friends Don't Let Friends Drive Drunk," is an example of marketing information to an interested audience.
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