2139 m1
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
