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Which of the following can be a source of inspiration for product improvements or​ innovation? A. Defection rates B. Institutional ties C. Marketing funnel D. Club membership programs E. Brand community

e. brand community

Justine conducts a survey on behalf of her​ firm, Caterpillar. In the​ survey, she asks prospects to rate​ Caterpillar- and​ Komatsu-branded tractors on their performance on attributes that are important to the customer. In which step in the customer value analysis is Justine​ engaged? A. Assessing the​ company's and​ competitors' performances on the different customer values against their rated importance B. Monitoring customer values over time C. Assessing the quantitative importance of the different attributes and benefits D. Examining how customers in a specific segment rate the​ company's performance against a specific major competitor on an individual attribute or benefit basis E. Identifying the major attributes and benefits customers value

A. Assessing the​ company's and​ competitors' performances on the different customer values against their rated importance

What has expanded​ information, communication, and mobility enabled consumers to​ do? What has expanded​ information, communication, and mobility enabled consumers to​ do? A. Make better choices and share their preferences and opinions with others around the world. B. Enable new channels of distribution. C. Send targeted ads and coupons. D. Improve comparison shopping and cost efficiency opportunities. E. Minimize the effects of globalization. B. Enable new channels of distribution. C. Send targeted ads and coupons. D. Improve comparison shopping and cost efficiency opportunities. E. Minimize the effects of globalization.

A. Make better choices and share their preferences and opinions with others around the world

Lending emotional​ and/or physical support to online members is called​ ________. A. governing B. empathizing C. evangelizing D. welcoming E. customizing

b. empathizing

Major cell manufacturers have released phones with digital photo and video capabilities and GPS. This is an example of​ what? A. Customizing a product or service B. Converging industry trends to introduce hybrid products that are new to the market C. Making the buying process more convenient or efficient D. Offering a product at a much lower price E. Meeting the need for more advice

B. Converging industry trends to introduce hybrid products that are new to the market

The Internet augments​ marketers' geographic reach to inform customers and promote products worldwide. This is an example of which of the following new company​ capabilities? A. Companies can improve their cost efficiency by skillful use of the Internet. B. Marketers can use the Internet as a powerful information and sales channel. C. Marketers can facilitate and speed external communication among customers. D. Companies can improve​ purchasing, recruiting,​ training, and internal and external communications. E. Marketers can reach consumers on the move with mobile marketing.

B. Marketers can use the Internet as a powerful information and sales channel.

Which of the following represents the challenge for marketers given new marketing​ realities? A. Marketers need to justify investments and balance returns on marketing investments. B. Marketers need to balance old and new marketing techniques and provide demonstrable evidence of success. C. Marketers need to abandon old marketing techniques in order to reach a new audience. D. Marketers need to spend a larger portion of the marketing budget on new and innovative techniques. E. Marketers should minimize the value of intangible assets.

B. Marketers need to balance old and new marketing techniques and provide demonstrable evidence of success.

​"Enriching Women's​ Lives" is a​ three-word mantra that is used by Mary Kay. This is an example of which of the following characteristics of good mission​ statements? A. They take a​ long-term view. B. They are​ short, memorable, and as meaningful as possible. C. They stress the​ company's major policies and values. D. They focus on a limited number of goals. E. They define the major competitive spheres in which the company will operate

B. They are​ short, memorable, and as meaningful as possible.

The entities that include billions of​ fresh, canned,​ bagged, and frozen food products and millions of​ cars, refrigerators, and televisions are​ __________. A. services B. information C. goods D. events E. experiences

C. goods

Good Marketers A. ignore their​ competitors' actions B. avoid adapting based on marketplace developments C. seek new ways to satisfy customers D. do not care about stockholders or suppliers E. fail to monitor their customers

C. seek new ways to satisfy customers

During which step of the customer value analysis are customers asked what​ attributes, benefits, and performance levels they look for in choosing a product and​ vendors? A. Examining how customers in a specific segment rate the​ company's performance against a specific major competitor on an individual attribute or benefit basis B. Monitoring customer values over time C. Assessing the quantitative importance of the different attributes and benefits D. Identifying the major attributes and benefits customers value E. Assessing the​ company's and​ competitors' performances on the different customer values against their rated importance

D. Identifying the major attributes and benefits customers value

Which of the following definitions of marketing is an example of a social definition of​ marketing? A. Marketing is the​ activity, set of​ institutions, and processes for​ creating, communicating,​ delivering, and exchanging offerings that have value for​ customers, clients, and partners. B. Marketing is the art and science of choosing target markets and​ getting, keeping, and growing customers through​ creating, delivering, and communicating superior customer value. C. Marketing is the art of selling products. D. Marketing is a societal process by which individuals and groups obtain what they need and want through​ creating, offering, and freely exchanging products and services of value with others. E. Marketing is meeting needs profitably.

D. Marketing is a societal process by which individuals and groups obtain what they need and want through​ creating, offering, and freely exchanging products and services of value with others

ConAgra initiated a study with some of its retailers and found that shoppers who bought their Orville Redenbacher and Act II brands of popcorn tended to also buy​ Coke, so they worked with retailers to develop​ in-store displays for both products. This scenario describes which of the following actions a company can take to improve the quantity and quality of its marketing​ intelligence? A. Take advantage of​ government-related data resources. B. Train and motivate the sales force to spot and report new developments. C. Hire external experts to collect intelligence. D. Motivate​ distributors, retailers, and other intermediaries to pass along important intelligence. E. Set up a customer advisory panel.

D. Motivate​ distributors, retailers, and other intermediaries to pass along important intelligence.

Which​ "soft" element of success supports the notion the employees share the same guiding​ principles? A. Shared values B. Skills C. Style D. Systems E. Staffing

a. shared values

When Grace Performance Chemicals sales representatives learned customers were using waterproofing materials to soundproof their cars and to patch boots and​ tents, the company came up with seven new product ideas worth millions in sales. This scenario describes what action a company can take to improve the quantity and quality of its marketing​ intelligence? A. Take advantage of​ government-related data resources. B. Hire external experts to collect intelligence. C. Motivate​ distributors, retailers, and other intermediaries to pass along important intelligence. D. Set up a customer advisory panel. E. Train and motivate the sales force to spot and report new developments.

E. Train and motivate the sales force to spot and report new developments.

The​ ________ market is the set of consumers who have​ interest, income, and access to a particular offer. A. available B. penetrated C. target D. potential E. latent

a. available

​Normally, the lower the​ ________ (the index of brand sales to category​ sales), the higher the marketing opportunity in that there is room to grow the brand. A. ​brand-development index B. ​market-penetration index C. market demand D. company sales forecast E. company demand

a. brand devolopment index

______ subtracts the expected costs of​ attracting, selling, and servicing the account of a customer from the​ customer's expected revenues after applying an appropriate discount rate on future revenues. A. Customer lifetime value​ (CLV) B. Mystery shopping C. Customer profitability analysis​ (CPA) D. American Customer Satisfaction Index​ (ACSI) E. ​Activity-based costing​ (ABC)

a. clv

Trends in the natural environment for marketers to be aware of include the shortage of raw​ materials, the increased cost of​ energy, increased pollution​ levels, and the changing role of governments.​ ________ recognizes the need to integrate environmental issues into the​ firm's strategic plans. A. Corporate environmentalism B. Technology strategy C. A subculture viewpoint D. ​Green-marketing myopia E. Goal formulation

a. corporate environmentalism

The net promoter score is calculated by subtracting​ ________ from​ ________. A. ​detractors; promoters B. passively satisfied​ customers; detractors C. ​promoters; detractors D. passively satisfied​ customers; promoters E. ​detractors; passively satisfied customers

a. detractors; promotors

Which of the following is a characteristic of dissatisfied​ customers? A. Dissatisfied customers have lower expectations. B. Highly satisfied customers offer product and service ideas to the company. C. Dissatisfied customers are less sensitive to price. D. Dissatisfied customers talk favorably to others about the company and its products. E. Dissatisfied customers are loyal longer.

a. dissatisfied customers have lower expectations

Monitoring macroenvironment forces takes place during which​ activity? A. During an external environment analysis B. When writing the mission statement C. During an internal environment analysis D. When conducting goal formulation E. During the value proposition phas

a. during an external environmental analysis

If American Airlines introduces an​ in-flight Internet service on one of its regular flights from Chicago to Tokyo and charges​ $25 one week and​ $15 the next week to matched groups of subjects while controlling for extraneous​ variables, it is engaged in​ ________ research. A. experimental B. ethnographic C. survey D. focus group E. behavioral

a. experimental

When market researchers ask increasingly more specific​ "why" questions to reveal consumer motivations and​ deeper, more abstract​ goals, they are using​ ________. A. laddering B. visualization C. a projective technique D. a word association E. brand personification

a. laddering

A machine tool company that estimates the market potential for its wood lathe by identifying all potential buyers of wood lathes in the area and estimating the number of lathes each one might​ buy, is using the​ ________ to estimate market potential. A. ​market-buildup method B. ​chain-ratio method C. sales quota method D. ​product-penetration percentage E. ​multiple-factor index method

a. market build-up method

If Musicale demonstrates the benefits of using its compact discs for data storage in addition to music storage as a way to encourage its current customers to buy more of its existing product​ offering, it is using a​ _______________________________. A. ​market-penetration strategy B. ​product-development strategy C. divestment strategy D. ​market-development strategy E. diversification strategy

a. market-penetration strategy

The distance between the market minimum and the market potential shows the overall​ ________. A. marketing sensitivity of demand B. market share C. market forecast D. market penetration E. ​product-penetration percentage

a. marketing sensitivity of demand

Which of the following is least likely to support the effectiveness of the​ MBO? A. Objectives should reflect wishful thinking. B. Objectives must be consistent. C. Objectives should be realistic. D. Objectives should be arranged​ hierarchically, from most to least important. E. Objectives should be quantitative whenever possible.

a. objectives should reflect wishful thinking

In a​ questionnaire, completely unstructured​ questions, word-association​ questions, sentence-completion​ questions, and​ story-completion questions are all examples of​ __________________. A. ​open-ended questions B. ​closed-ended questions C. dichotomous questions D. ​intention-to-buy scales E. ​multiple-choice questions

a. open-ended questions

The heart of the internal records system is the​ ________ because customers favor firms that can promise a timely delivery. A. ​order-to-payment cycle B. ​information-needs probe C. data warehouse D. ​data-mining system E. sales information system

a. order-to-payment cycle

What is the totality of characteristics of a product that affects its capability to satisfy​ needs? A. Quality B. Value delivery C. ​Customer-perceived value D. Customer satisfaction E. Loyalty

a. quality

Michael Dell warned companies to be careful about the way they interpret data from the​ ________. The sales numbers might reflect a​ salesperson's ability to effectively sell a specific product which may not necessarily be the exact product a customer wants. A. sales information system B. ​data-mining system C. data warehouse D. ​order-to-payment cycle E. ​information-needs probe

a. sales-information system

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," the buyers to whom safety is a major concern are the​ ___________________. A. target market B. market offering C. position D. value proposition E. satisfaction

a. target market

Creating an organization capable of responsibly implementing the marketing plan will result in what​ ? A. The creation of successful​ long-term growth B. The communication of values to the customer base C. An anticipation of competitor moves D. Value at a specific price point E. The delivery value

a. the creation of successful long time growth

Why do companies use information about customers when building​ long-term relationships? A. To enact precision marketing schemes B. To develop a strong​ Web-based following C. To allow for the development of a more personal Web page for an organization D. To allow customers to comparison shop E. To allow differentiation

a. to enact precision marketing schemes

Jonathan wants to estimate future demand for his​ firm's products, but buyer interviewing is​ impractical, and he would like a grassroots forecasting procedure that can be broken down by territory. Which of the following forecasting methods should he​ use? A. ​Past-sales analysis B. A composite of sales force opinions C. A​ purchase-probability scale D. Expert opinion E. ​Market-test method

b. a composite of sales force opinions

________ consists of​ people, equipment, and procedures to​ gather, sort,​ analyze, evaluate, and distribute​ needed, timely, and accurate information to marketing decision makers. A. An​ information-needs probe B. A marketing information system C. A macroenvironment profile D. A microenvironment profile E. A global profile

b. a marketing information system

Which is not part of the sources a customer uses when evaluating total customer​ cost? A. Services B. Advertising C. People D. Image E. Product

b. advertising

Which of the marketing measurement pathways captures the​ brand's imagery and​ attributes, equity​ drivers, and financial​ valuation? A. Stakeholder metrics B. Brand metrics C. Unit metrics D. ​Cash-flow metrics E. Customer metrics

b. brand metrics

Companies monitor their​ ________ so that they can contact those who have stopped buying or who have switched to another supplier to find out why. A. net promoter score B. customer loss rate C. total customer cost D. willingness to recommend E. passively satisfied customers

b. customer loss rate

When American Airlines decided to review new ideas aimed at businesspeople such as Internet connections and 124 channels of satellite cable​ TV, its first step in the marketing research process was to​ ________. A. analyze the information B. define the problem and research objectives C. collect the information D. develop the research plan E. make the decision

b. define the problem and research objectives

When firms develop sales forecasts on the basis of past sales by projecting the next​ period's sales by combining an average of past sales and the most recent​ sales, giving more weight to the​ latter, they are using​ ________. A. statistical demand analysis B. exponential smoothing C. a composite of sales force opinions D. ​time-series analysis E. econometric analysis

b. exponential smoothing

Crocs​ clogs, Elmo TMX​ doll, and Pokemon gifts and toys are examples of​ ________, which are​ unpredictable, short-lived, and without​ social, economic, and political significance. A. lifestyle trends B. fads C. cultural trends D. megatrends E. cultural shift

b. fads

​________ is the art of anticipating what buyers are likely to do under a given set of conditions. A. ​Product-penetration percentage B. Forecasting C. The​ purchase-probability scale D. The​ brand-development index E. Market share

b. forecasting

Marketers are interested in how consumption patterns vary across countries and within countries. For​ example, which country has the highest consumption of wine on a​ per-capita basis? A. Switzerland B. France C. Lithuania D. The Czech Republic E. Greece

b. france

The demand state described when consumers share a strong need that cannot be satisfied by an existing product is​ _______________ demand. A. negative B. latent C. unwholesome D. full E. declining

b. latent

​________ is the set of measures that helps marketers​ quantify, compare, and interpret their marketing performance. A. Scientific methods B. Marketing metrics C. Marketing research D. A marketing decision support system​ (MDSS) E. A semantic differential scale

b. marketing metrics

Which of the following is one of the positive aspects to online​ research? A. Online research is not as prone to technological problems as other methods. B. Online research is fast. C. Online research always offers a​ large, unbiased sample. D. Online research is expensive. E. Online panels and communities have very low turnover

b. online research is fast

Which of the following is one of the negative aspects to online​ research? A. Online research is fast. B. Online samples can be small and skewed. C. Online research is restrictive. D. Online research is expensive. E. Online panels tend to yield dishonest responses.

b. online samples can be small and skewed

Given the​ breadth, complexity, and richness of marketing in holistic​ marketing, three additional Ps were added to the traditional four Ps of marketing.​ _____________________ is one of the new Ps and describes the​ firm's internal marketing and the fact that marketers must view consumers as people to understand their lives more broadly. A. Processes B. People C. Programs D. Packaging E. Public relations

b. people

Panasonic is realigning its business to maximize its core competencies. The first step in the process is​ _______________. A. ​(re)positioning the​ company's brand identity B. ​(re)defining the business concept or​ "big idea" C. ​(re)introducing outsourced processes internally D. ​(re)shaping the business scope E. reducing spending on marketing research

b. redefining the businesses concept or "big idea"

A​ ________ tracks the satisfaction of various constituencies who have a critical interest in and impact on the​ company's performance:​ employees, suppliers,​ banks, distributors,​ retailers, and stockholders. A. ​repurchase-intentions scorecard B. ​stakeholder-performance scorecard C. ​customer-performance scorecard D. ​customer-satisfaction scorecard E. ​competitive-perception scorecard

b. stakeholder-performance scorecard

A(n) ________ flashes an ad to a subject with an exposure interval that might range from less than​ one-hundredth of a second to several seconds and asks respondents to describe what they recall. A. GPS B. tachistocope C. galvanometer D. audiometer E. eye camera

b. tachistocope

When a company identifies the​ industry, range of products and applications it will​ supply, the type of market or customers a company will​ serve, and/or the vertical sphere in which it will​ participate, it is fulfilling which of the following characteristics of a good mission​ statement? A. A limited number of goals B. The major competitive spheres in which the company will operate C. Stressing the​ company's major policies and values D. Taking a​ long-term view E. ​Short, memorable, and as meaningful as possible

b. the major competitive spheres in which the company will operate

Which of the following customer groups are often the most​ profitable? A. The top​ 30% of those who place orders B. The midsize customers C. The customers who are least profitable per​ order, but who order more than others D. The customers who place the largest orders E. The customers who place small but highly profitable orders

b. the midsize customers

The desire to eat a Philly​ cheesesteak, whether or not you are in the position to buy​ one, is an example of a​ __________________. A. position B. want C. brand D. demand E. need

b. want

Which of the following is an example of a customer touch point for a​ car? A. Redesigning the Web site to make it more interesting to potential buyers B. Offering a discount to the first 50 buyers C. Allowing customers to test drive the product D. Having an article written about the vehicle in a trade magazine such as Car and Driver E. Sending out emails to all customers who currently own the same brand of vehicle

c. allowing customers to test drive the product

"What is your opinion of Cracker​ Barrel?" is a question that respondents can answer in an almost unlimited number of​ ways, and is therefore​ a(n) ________ question. A. Likert scale B. semantic differential C. completely unstructured D. dichotomous E. ​intention-to-buy

c. completely unstructured question

When learning about how organizational buyers​ buy, what marketing management activity is taking​ place? A. Capturing marketing insights B. Creating value C. Connecting with customers D. Building strong brands E. Communicating value

c. connecting with customers

According to the concept of Marketing​ 3.0, successful marketing is distinguished by its human or emotional​ element, and has resulted in​ values-driven marketing. Which of the following least supports the central trends of​ values-driven marketing? A. Increased use of collaborative marketing B. Marketing models based on globalization C. ​Consumer-centric marketing models D. Increased consumer participation E. The rise of a creative society

c. consumer-centric marketing models

Cable TV operators and cellular carriers suffer from high levels of​ ________, or customer defections. A. detraction B. customer retention C. customer churn D. customer complaints E. ​share-of-wallet

c. customer churn

PlanetFeedback.com is an example of​ a(n) ________, which is one of the five main ways marketers can research​ competitors' product strengths and weaknesses online. A. combo site offering customer reviews and expert opinions B. distributor or sales agent feedback site C. customer complaint site D. intranet forum E. public blog

c. customer complaint cite

_______ is the difference between the prospective​ customer's evaluation of all the benefits and all the costs of an offering and the perceived alternatives. A. Total customer cost B. Total customer benefit C. ​Customer-perceived value D. Customer lifetime value E. Customer equity

c. customer-perceived value

Information such as​ "5% of the​ world's population lives in North​ America," is an example of what type of​ data? A. Natural B. Sociocultural C. Demographic D. Technological E. ​Political-legal environment

c. demographic

When American Airlines asked how many​ first-class passengers would purchase​ in-flight Internet service at​ $25, it was conducting​ ________ research. A. secondary B. causal C. descriptive D. ethnographic E. explorator

c. descriptive

Income distribution and trends related to​ savings, debt, and credit are part of the​ ________ environment. A. sociocultural B. ​political-legal environment C. economic D. natural E. technological

c. economic

Drug maker Roche supplies their sales teams with​ _____ to support input real time​ data, improve quality of the data and decreasing time spent on those​ tasks? A. Customer relationship management software B. Dedicated Facebook pages C. iPads D. Real time market data E. News desks

c. iPads

Digital technology is fueling massive​ _______________________. For​ example, Apple,​ Sony, and Samsung release a stream of entertainment devices from MP3 players to plasma TVs and camcorders. A. customer buying power B. consumer participation C. industry convergence D. disintermediation E. deregulation

c. industry convergence

When increasing the​ customer-perceived value of a​ product, how does a competitor lessen the effects of​ price? A. Strengthen the psychological benefits of the​ offering's product. B. Enhance to image associated with the product. C. Lessen the cost of maintenance. D. Strengthen the service associated with the product. E. Augment the functional benefits of the product

c. lessen the cost of matinence

Procter​ & Gamble's Consumer Market and Knowledge function is responsible for​ ________, or the systematic​ design, collection,​ analysis, and reporting of data and findings relevant to a specific marketing situation facing a company. A. ​market-demand estimation B. ​market-potential analysis C. marketing research D. forecasting E. corporate environmentalism

c. marketing research

When the mission statement from St. Jude Medical notes St. Jude Medical is​ "dedicated to developing medical technology and services that put more control in the hands of​ physicians, and that advance the practice of medicine and contribute to successful outcomes for each​ patient," it is defining competitive territory and boundaries on the​ _____________________________________ level. A. vertical B. market segment C. products and application D. competence E. geographic

c. products and application

A consumer who is shopping for a car does not admit​ it, but he wants his friends to see him as a savvy customer. This is an example of​ a(n) _________________ need. A. real B. delight C. secret D. unstated E. stated

c. secret

Which of the following includes all the activities associated with defining target markets and prospecting for new​ customers? A. The fulfillment management process B. The customer relationship management process C. The​ customer-acquisition process D. The​ new-offering realization process E. The​ market-sensing process

c. the customer-acquisition process

Which of the following best describes accessibility in a​ consumer-centric marketing management​ framework? A. When a​ firm's total product offering exceeds customer expectations B. The extent to which customers are informed about the​ product's characteristics and are persuaded to try it C. The extent to which customers are able to readily acquire a product D. The extent to which companies shape separate​ offers, service, and messages to individual customers E. The extent to which customers in the target market are able and willing to pay the​ product's price

c. the extent to which customers are readily able to acquire the product

The​ ________ consists of the whole cluster of benefits the company promises to deliver. A. loyalty equation B. customer value analysis C. value proposition D. positioning E. experience

c. value proposition

Which of the following is an example of an external marketing​ metric? A. Resource adequacy B. Awareness of goals C. Active innovation support D. Relative perceived quality E. Desire to learn

d .relative perceived quality

What can be done to identify barriers to building a loyal customer​ franchise? A. Compare the​ customer's lifetime value to costs of defection rates B. Define and measure retention rates. C. Utilize the marketing funnel. D. Calculate conversion rates. E. Monitor churn rates

d. calculate conversion rates

Which method of measuring forecast and demand multiplies a base number by several​ percentages? A. ​product-penetration percentage B. ​market-buildup method C. sales quota method D. ​chain-ratio method E. ​multiple-factor index method

d. chain ratio method

The markets that consist of mass consumer goods and services such as​ juices, cosmetics, athletic​ shoes, and air travel are called​ _____________________ markets. A. business B. nonprofit C. global D. consumer E. governmental

d. consumer

The force where customers show less brand​ loyalty, more​ price, quality​ sensitivity, and lower tolerance for undesired marketing is​ ___________________________. A. retail transformation B. privatization C. heightened competition D. consumer resistance E. consumer information

d. consumer resistance

_________ shows the profitability of selling a product to a customer. A. Mystery shopping B. American Customer Satisfaction Index​ (ACSI) C. ​Activity-based costing​ (ABC) D. Customer profitability analysis​ (CPA) E. Customer lifetime value​ (CLV)

d. cpa

Holding a contest with online customers to name a new product is an example of which of the​ following? A. Consumer review B. Customer touch point C. Customer relationship management D. Customer empowerment E. Personalizing marketing

d. customer empowerment

To do things​ right, rather than doing the right​ thing, is considered​ what? A. shared values B. effectiveness C. style D. efficiency E. Strategy

d. efficiency

If 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​ ________ research. A. behavioral B. focus group C. survey D. ethnographic E. causal

d. ethnographic

Developing specific goals for the planning period is part of what​ activity? A. Forming strategic alliances B. Partner relationship management C. SWOT analysis D. Goal formulation E. Strategy formulation

d. goal formulation

The​ __________________________ concept is based on the​ development, design, and implementation of marketing​ programs, processes, and activities that recognize their breadth and interdependence. A. selling B. marketing C. product D. holistic marketing E. production

d. holistic marketing

Safeway​ supermarket's scanner data shows that​ high-income people​ don't necessarily buy the more expensive brands. This is an example of​ ________ research. A. focus group B. causal C. survey D. ethnographic E. behavioral

e. behavioral

"Small airlines generally give better service than large​ ones." A question that asks the respondent to show the amount of​ agreement/disagreement with this statement on a scale numbered from 1​ (Strongly Disagree) to 5​ (Strongly Disagree) is an example of​ a(n) ________ item. A. ​intention-to-buy B. semantic differential C. dichotomous D. Likert scale E. ​open-ended

d. likert scale

When Warner Music Group and Sub Pop Records created the Alternative Distribution Alliance in 1993 as a joint venture to distribute and manufacture records owned by independent​ labels, they engaged in a​ _____________________ alliance. A. promotional B. product C. pricing D. logistics E. packaging

d. logistics

_______ is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment. A. Market forecast B. Market penetration C. ​Product-penetration percentage D. Market potential E. Market share

d. market potential

Outlining forms of distribution is covered in which section of the marketing​ plan? A. The role of relationships B. Financial projections C. Implementation controls D. Marketing tactics E. Marketing strategy

d. marketing tactics

When ESPN found new products for its existing markets by expanding into ten cable​ channels, a Web site and a​ magazine, it was using a​ _________________________. A. ​market-penetration strategy B. divestment strategy C. diversification strategy D. ​product-development strategy E. ​market-development strategy

d. product development strategy

What is the second phase of the value creation and delivery​ sequence? A. Calculating the value. B. Communicating the value. C. Calibrating the value. D. Providing the value. E. Choosing the value.

d. providing the value

_____________________, such as transportation​ companies, banks, and insurance​ companies, are used to carry out transactions with potential buyers. A. Distribution channels B. Communication channels C. Broad environment players D. Service channels E. Competitors

d. service channels

What concept claims that if consumers are left​ alone, they​ won't buy enough of an​ organization's product? A. The holistic marketing concept B. The marketing concept C. The product concept D. The selling concept E. The production concept

d. the selling concept

Which of the following does NOT contribute to the five major characteristics of a good mission​ statement? A. They take a​ long-term view. B. It provides a shared sense of purpose. C. They focus on a limited number of goals. D. They discuss specific competitive companies. E. They are​ short, memorable and meaningful as possible

d. they discuss specific competitive companies

What is the marketing advantage to using cookies to track an​ individual's Internet​ usage? A. To increase the number of​ "likes" on a Web site B. To avoid government regulation on tracking systems C. To sell information to third parties D. To find the best match between ads and prospects E. To match consumer identities with​ Web-browsing activities

d. to find the best match between ads and prospects

Jemma smokes two packs of cigarettes each day. She is aware of the negative impacts of smoking on her health and the potential for​ second-hand smoke to harm the health of others. Her demand state is best characterized as​ _____________________ demand. A. latent B. nonexistent C. irregular D. unwholesome E. overfull

d. unwholesome

Which of the following would make a small business unit least​ effective? A. Being a single​ business, or a collection of related​ businesses, that can be planned separately from the rest of the company. B. Utilizing a manager who controls most of the factors affecting profit. C. Having its own set of competitors. D. Using different managers to execute the same business strategy. E. Having a manager responsible for strategic planning and profit performance.

d. using different business managers to do the same thing

the process by which holistic marketers efficiently create more promising new value offerings is​ ____________________. A. value distribution B. value assessment C. value delivery D. value creation E. value exploration

d. value creation

When consumers are characterized as​ preservers, makers,​ takers, changers,​ seekers, or​ escapers, this is because these reflect their​ ________. A. views of organizations B. views of others C. views of themselves D. views of society E. views of the universe

d. views of society

______ asks people to create a collage from magazine photos or drawings to depict their perceptions. A. Laddering B. Brand personification C. A word association D. Visualization E. A projective technique

d. visualization

________ asks people to create a collage from magazine photos or drawings to depict their perceptions. A. A projective technique B. Laddering C. Brand personification D. Visualization E. A word association

d. visulization

A​ 5% reduction in customer defection rates can increase profits by how​ much? A. at least half B. ​20% to​ 40% for all industries C. five times more than acquiring a new customer D. ​10% on average E. ​25% to​ 85%, depending on the industry.

e. 25% to 85%, depending on the industry

The type of​ open-ended question where a picture is presented and respondents are asked to make up a story about what they think is happening or might happen in the picture is​ ________. A. word association B. story completion C. sentence completion D. completely unstructured E. a Thematic Apperception Test

e. a thematic apperception test

The market potential is equal to the​ ________, or the sales limit approached by company demand as company marketing effort increases relative to that of​ competitors, if the company gets​ 100% of the market. A. ​product-penetration percentage B. market forecast C. market share D. market penetration E. company sales potentia

e. company sales potential

Companies who link activities between multiple departments to make sure that​ value-chain processes flow smoothly into one another use​ _____? A. fulfillment management teams B. ​market-sensing teams C. ​new-offering realization teams D. ​customer-acquisition teams E. ​cross-functional teams

e. cross-functional teams

Which of the marketing measurement pathways captures the hierarchy of​ effects, satisfaction/experience, and​ attitude/behavior segment​ migration? A. Brand metrics B. Unit metrics C. ​Cash-flow metrics D. Stakeholder metrics E. Customer metrics

e. customer metrics

Which of the following suggests that prospects are abandoning a​ firm? A. A donation B. A purchase C. A vote D. Attention E. Defection

e. defection

What is the final step in the business unit​ strategic-planning process? A. Strategy formulation B. Implementation C. Program formulation D. Goal formulation E. Feedback and control

e. feedback and control

Which of the following may not be worth the cost when seeking to increase the effectiveness of online brand​ communities? A. Increase the frequency of information exchanged. B. Enhance the timeliness of information. C. Enhance the relevance of information posted. D. Extend the conversation. E. Focus on winning back customers who left the community.

e. focus on winning back customers who left

Five primary activities create value and cost in a specific business. Which of the following is an example of a primary​ activity? A. Human resource management B. Firm infrastructure C. Technology development D. Procurement E. Inbound logistics

e. inbound logistics

In a​ questionnaire, ________ allow respondents to answer in their own words and often reveal more about how people think rather than measuring how many people think in a certain way. A. ​intention-to-buy scales B. dichotomous questions C. ​multiple-choice questions D. ​closed-ended questions E. ​open-ended questions

e. open-ended questions

_____ is the practice of marketing to consumers only after they​ opt-in to receive information from the firm. A. ​One-to-one marketing B. Consumer participation C. Interruption marketing D. Offer personalization E. Permission marketing

e. permission marketing

Which of the following is the most​ versatile, and most​ expensive, method of contacting​ customers? A. Online contacts B. Telephone contacts C. Mail contacts D. Mobile contacts E. Personal contacts

e. personal contacts

The entity that includes​ cities, states,​ regions, and nations that compete to attract​ tourists, residents,​ factories, and company headquarters are​ __________. A. information B. experiences C. properties D. events E. places

e. places

The fact that Norway bans sales​ promotions, such as trading​ stamps, contests, and​ premiums, is considered in a review of the​ ________ environment. A. sociocultural B. natural C. technological D. economic E. ​political-legal environment

e. political-legal environment

The subscription manager at Sports Illustrated keeps track of the subscription renewal​ rate, which is a good measure of​ ________. A. customer lifetime value B. promoters C. customer empowerment D. customer touch points E. retention

e. retention

Researchers usually start their investigation by examining some of the rich variety of​ low-cost and readily available​ ________, and then collect​ ________ if the needed data does not exist or is​ dated, inaccurate,​ incomplete, or unreliable. A. exploratory​ data; econometric data B. secondary​ data; econometric data C. primary​ data; econometric data D. primary​ data; secondary data E. secondary​ data; primary data

e. secondary data; primary data

Defining the size and growth rate of a market is part of which activity in creating a marketing​ place? A. financial projections B. Implementation control C. research D. marketing strategy E. situation analysis

e. situational analysis

The Nielsen​ Company, Kantar​ Group, Westat, and IRI are examples of​ ________, or firms that gather consumer and trade information that they then sell for a fee. A. ​specialty-line marketing research firms B. qualitative research firms C. internal marketing insights departments D. customer marketing research firms E. ​syndicated-service research firms

e. syndicated-service research firms

When a company concentrates its marketing and distribution effort on the East​ Coast, it is focusing on the​ ________, which is the part of the qualified available market the company decides to pursue. A. penetrated market B. available market C. latent market D. potential market E. target market

e. target market

A small company defines its business as designing incandescent lighting systems for television studios. The incandescent lighting part of the business definition is an example of​ _________________________________. A. customer group B. customer want C. segment D. competence E. technology

e. technology

Jordan oversees the departmental activities that include​ researching, developing and launching​ new, high-quality offerings quickly and within budget. With which process is her job most closely​ aligned? A. The fulfillment management process B. The​ market-sensing process C. The customer relationship management process D. The​ customer-acquisition process E. The​ new-offering realization process

e. the new offering realization process

Which of the following is an internal marketing​ metric? A. ​Loyalty/retention B. ​Distribution/availability C. Market share D. Relative price E. Willingness to change

e. willingness to change