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Question 1
Question 1
1.
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| |Customer value is the relationship between company profits and company costs. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 2
Question 2
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| |The most critical element for successful strategic planning is top management's support and participation. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 3
Question 3
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| |The manufacturer of Macho brand martial arts products was implementing a strategic plan when it sponsored a local karate tournament | | | |
| |for teenagers. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 4
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| |ExxonMobil was fulfilling its philanthropic responsibility when it partnered with the National Fish and Wildlife Foundation to save | | | |
| |the world’s remaining tigers by donating more than $11 million to establish the Save the Tiger Fund. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 5
Question 5
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| |Flexcar is a car rental agency that will rent cars by the hour. Hertz and Avis are part of Flexcar's competitive environment. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 6
Question 6
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| |Global marketing standardization: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |is becoming less popular with the large multinationals | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |encourages product, packaging, and advertising variations for each nation or local market | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |actually raises production costs | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |presumes markets throughout the world are becoming more alike | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |is more popular with consumer products than with industrial goods | | | |
| | | | | |
Question 7
Question 7
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| |Mattel lost millions of dollars on its international marketing campaign for Holiday Barbie dolls and accessories because Barbie | | | |
| |prices were expressed in U.S. dollars and were set without regard for how they would translate into foreign currencies. The dolls | | | |
| |were too expensive for most international markets. Mattel had a faulty _____ strategy. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |pricing | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |countertrading | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |diversification | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |product penetration | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |product | | | |
| | | | | |
Question 8
Question 8
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| |Miller has just purchased a new Allez A1 Specialized bicycle for $1,000. Miller realizes that the Allez A1 costs more than most | | | |
| |bikes, and even at that price it doesn't come with a set of pedals. Even though other brands of bicycles cost much less than the | | | |
| |Allez A1, Miller tells himself that the Allez A1 is more comfortable and has greater durability than most road bikes. As Miller | | | |
| |wonders if he made the right purchase decision, he is experiencing: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |attribute remorse | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |cognitive dissonance | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |evaluation distortion | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |consumer cognition | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |perceptual disharmony | | | |
| | | | | |
Question 9
Question 9
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| |The fact that mothers in Japan feed their babies freeze-dried sardines and rice and most mothers in the United States would not eat a| | | |
| |freeze-dried sardine, much less feed it to their babies, indicates how _____ influences the consumer decision-making process. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |culture | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |perception | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |motivation | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |family life-cycle stage | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |reference group membership | | | |
| | | | | |
Question 10
Question 10
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| |Clayton’s purchase behavior is influenced by his love of rodeo, his patriotism, a fascination with agriculture, his love of country | | | |
| |music, and his belief that everyone needs to enjoy life. All of these things are part of which personal influence on the consumer | | | |
| |decision-making process? | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |attitude | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |personality | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |beliefs | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |lifestyle | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |experiential learning | | | |
| | | | | |
Question 11
Question 11
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| |If DuPont runs advertisements encouraging people to buy clothing that contains Lycra (a DuPont product), this would be an attempt to | | | |
| |influence derived demand. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 12
Question 12
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| |When Procter & Gamble (P&G) introduced Liquid Tide to a new segment, consumers in the traditional powdered detergent segment switched| | | |
| |to the liquid product. Rather than real sales growth, P&G simply experienced the shifting of existing customers to a new product. | | | |
| |This exemplifies a drawback of multisegment targeting strategy called: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |demarketing | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |selective perception | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |undifferentiation | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |cannibalization | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |market repositioning | | | |
| | | | | |
Question 13
Question 13
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| |An 18-year-old college freshman might be a "party animal" living in a dorm. Another 18-year old freshman might be a husband with a | | | |
| |small child and a full-time job. If you were in charge of a marketing program aimed at these men, what segmentation technique would | | | |
| |be the easiest to employ that might help you to distinguish between them? | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |age cohort analysis | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |benefit | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |product differentiation | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |concentration | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |gender | | | |
| | | | | |
Question 14
Question 14
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| |Better World Travelers Club | | | |
| | | | | |
| |For many years, if car owners wanted to make sure they would not be stranded if their car broke down, they became members of the | | | |
| |American Automobile Association (AAA). Its members also received discounts at AAA-affiliated motels as well as access to maps and a | | | |
| |trip planning service. Recently, a new company offering the same services as AAA has come on the market. Better World Travelers Club | | | |
| |(BWTC) is competing against AAA by offering the same roadside assistance as AAA and at the same time pitching a go-green philosophy. | | | |
| |The company is diligently courting the environmentally conscious traveler. BWTC has agreed to donate one percent of club revenues to | | | |
| |environmental organizations that seek to reduce the use of fossil fuel and fight global warming. In addition, its members receive | | | |
| |discounts on travel to remote wilderness retreats, world-class eco-resorts, and "green" hotels (ones that utilize energy-efficient | | | |
| |practices). | | | |
| | | | | |
| |Refer to Better World Travelers Club. BWTC's design of travel packages that appeal to people who like hiking and camping and packages| | | |
| |that appeal to those who like resorts would indicate the company is using a(n) _____ base. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |benefit segmentation | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |demographic | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |psychographic | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |geodemographics | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |usage-rate segmentation | | | |
| | | | | |
Question 15
Question 15
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| |According to the text, a true marketing decision support system should be: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |reactive | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |customer-oriented | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |interactive | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |rigorous | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |descriptive | | | |
| | | | | |
Question 16
Question 16
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| |The publisher of a Canadian business magazine wanted to make several major changes in the magazine's content and format. To determine| | | |
| |what changes would be supported by its subscribers and what changes would not be welcomed, the publisher should engage in: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |advertising | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |database marketing | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |marketing research | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |a data retrieval system | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |secondary data | | | |
| | | | | |
Question 17
Question 17
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| |Hardie Siding Products | | | |
| | | | | |
| |James Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home | | | |
| |improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It | | | |
| |was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle | | | |
| |magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking | | | |
| |their builders or remodelers to use the product. Trade ads were used to explain how builders could take advantage of the interest | | | |
| |created by the ads in lifestyle magazines. By 2000, the Hardieplank was the number one brand siding in North America. James Hardie is| | | |
| |now the third most recognized brand of building material in the world. | | | |
| | | | | |
| |Refer to Hardie Siding Products. Hardie now makes multiple types of fiber-cement siding products. There are different widths, | | | |
| |textures, and profiles. The different types of siding the company makes are called its product: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |line | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |mix | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |reference point | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |item | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |standardization | | | |
| | | | | |
Question 18
Question 18
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| |Rexona, marketed by Unilever (a Dutch company), is the world's number one deodorant brand. The brand is a leader in Europe, South | | | |
| |America, Asia, Africa, and the Middle East. Rexona is an example of a: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |master brand | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |global brand | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |cannibalized brand | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |master brand | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |family brand | | | |
| | | | | |
Question 19
Question 19
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| |Notices on Gummy Bear brand vitamin bottles stating that the vitamins are the “best tasting children’s gummy vitamins” would most | | | |
| |likely be an example of persuasive labeling if: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |the words "new" and "improved" were also included on the package | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |the federal government had not passed the Informational Labeling Act of 1996 | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |consumers had not become saturated with promotional campaigns | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |they were designed solely to promote the product | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |they were intended to create brand equity | | | |
| | | | | |
Question 20
Question 20
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| |Patio furniture, lighting fixtures, microwave ovens, canned corn, and athletic shoes are examples of: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |PLC line items | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |line-extendable categories | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |brand classes | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |brand groupings | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |product categories | | | |
| | | | | |
Question 21
Question 21
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| |Jabra Corporation | | | |
| | | | | |
| |After years of development and testing, Jabra Corporation of San Diego, California, unveiled the Jabra 1000 earbud phone. The entire | | | |
| |device fits in your ear. It resembles those tiny in-ear speakers that let you listen to an iPod in private--except that Jabra's unit | | | |
| |is a transmitter as well. It picks up your voice by amplifying sound vibrations in your bones. Therefore, there's no microphone boom | | | |
| |to jut out in front of your face. Because the bone vibrations must be amplified, a special chip in the part of the system that | | | |
| |connects to the base of your phone uses noise-cancellation technology to screen out background sounds. This anti-noise chip generates| | | |
| |a mirror image of outside noises, and the colliding sound waves erase each other. The main electronics package--about the size of a | | | |
| |deck of cards--also monitors the quality of the phone line and automatically raises the volume of voice transmissions when the | | | |
| |connection is weak. This tech-talk isn't cheap: the earbud phone lists for $329. | | | |
| | | | | |
| |Refer to Jabra Corporation. When the Jabra 1000 was first launched, it most likely appealed to which product adopter category? | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |early adopter | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |early majority | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |late majority | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |innovators | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |laggards | | | |
| | | | | |
Question 22
Question 22
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| |The Ritzy Canine | | | |
| | | | | |
| |The Ritzy Canine Carriage House looks like several other Manhattan boutique hotels. The lobby features a crystal chandelier, | | | |
| |brocade-patterned wallpaper, gold-framed mirrors, and antique chairs. Room service and salon service are available as well as | | | |
| |exercise facilities. There is also a masseuse on staff. Dogs are the only guests, and hopefully they appreciate the video and video | | | |
| |player in the $175-a-night Windsor suite. Without extras, a one-day visit will cost $33 to $38, depending on the size of the dog. The| | | |
| |Ritzy Canine is a high-end doggy care center. In a world where people work long hours and take longer to settle down, they do not | | | |
| |mind spending money on their dogs. | | | |
| | | | | |
| |Refer to The Ritzy Canine. Supervised doggy care is the _____ service product, and dog massages would be _____ service products. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |central; peripheral | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |primary; secondary | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |core; supplementary | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |essential; superfluous | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |supplementary, core | | | |
| | | | | |
Question 23
Question 23
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| |Courtney's mother died of breast cancer, and she is afraid of getting cancer. When she went to get a baseline mammogram, she wanted a| | | |
| |facility where the personnel would not think her fears were silly and would answer all of her questions without making her feel | | | |
| |stupid for asking them. By which of the following components of service quality is Courtney most likely to rate the mammogram | | | |
| |provider? | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |empathy | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |assurance | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |tangibles | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |reliability | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |responsiveness | | | |
| | | | | |
Question 24
Question 24
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| |A manufacturer may only produce one product, yet additional products may be required to actually use the first product. This creates | | | |
| |a: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |discrepancy of quantity | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |discrepancy of assortment | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |spatial discrepancy | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |temporal discrepancy | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |discrepancy of possession | | | |
| | | | | |
Question 25
Question 25
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| |The Discovery Channel joined with the BBC to send an expedition of top scientists to explore a seabed site off Indonesia. Because | | | |
| |these two cable networks compete for viewership, there is a potential for _____ as a result of this project. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |horizontal conflict | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |trade loading | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |value-added pricing | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |exclusive distribution | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |channel partnering | | | |
| | | | | |
Question 26
Question 26
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|c| |
|]| |
| |A _____ is an off-price retailer that is owned and operated by a manufacturer and carries one line of merchandise--its own. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |mass merchandiser | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |factory outlet | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |wholesale club | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |discount store | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |bargain basement store | | | |
| | | | | |
Question 27
Question 27
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Diaz | | | |
| | | | | |
| |John Diaz immigrated to Tallahassee from Cuba in the 1960s. He set up a coffee shop called Diaz in a small upper-middle-class | | | |
| |neighborhood. It rapidly became popular because of the wonderful coffee it brewed. Soon Diaz was selling the finest coffees from | | | |
| |around the world, plus coffee-making necessities such as grinders and brewers. Within ten years, Diaz was operating a lucrative | | | |
| |mail-order business in addition to his coffee shop. | | | |
| | | | | |
| |Upon entering the shop, the first thing the customer sees is a countertop crowded with all of the machinery needed for making a | | | |
| |perfect cup of coffee. Marble-topped tables are set in cozy nooks with overstuffed chairs. Bookshelves on one wall hold books about | | | |
| |coffee for patrons to read while they sip. The smell is intoxicating to a real coffee lover. Coffee drinkers can take home a pound | | | |
| |when they leave. The store carries all types of coffee from $300 per pound Kopi Luwak from Sumatra to Brazilian Cerrado for $8 a | | | |
| |pound. | | | |
| | | | | |
| |Refer to Diaz. The smell of fresh coffee, the fact it is made where drinkers can watch the process, and the comfortable chairs all | | | |
| |are used to create the store's: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |atmosphere | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |cultural impact | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |target strategy | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |merchandise mix | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |promotional strategy | | | |
| | | | | |
Question 28
Question 28
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops. To | | | |
| |find clients to advertise on the coffee cup jackets, the company sent a representative to companies like Warner Brothers, , | | | |
| |and the Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number | | | |
| |of potential customers. Java Jacket's activities can best be described as: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |mass communication | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |implicit communication | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |personal selling | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |public relations | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |telemarketing | | | |
| | | | | |
Question 29
Question 29
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Frigo Design has developed easy-to-install panel sets to update any refrigerator, dishwasher, or compactor made since 1942. As Frigo | | | |
| |Design plans its promotion for its new chalkboard panels, which of the following factors will be likely to affect its promotional | | | |
| |mix? | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |Its chalkboard panels are a new product. | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Its chalkboard panels are targeted to families with school-aged children. | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Its chalkboard panels are easy to install. | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Its panels fit any refrigerator, dishwasher, or compactor made since 1942. | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |All of these factors will affect Frigo's promotional mix. | | | |
| | | | | |
Question 30
Question 30
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Interpersonal communication is: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |nonpaid information such as publicity | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |paid communication placed in personal media | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |long-distance communication between a business and its target market | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |direct face-to-face communication between two or more people | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |noise-free communication | | | |
| | | | | |
Question 31
Question 31
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for| | | |
| |this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which | | | |
| |element of the promotional mix? | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |public relations | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |sales promotion | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |event sponsorship | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |personal selling | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |direct marketing | | | |
| | | | | |
Question 32
Question 32
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |The communication process itself consists of: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |message, media, and transmittal | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |source, receiver, and channel | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |sender, receiver, and message | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |encoding, decoding, channel, sender, and receiver | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |comprehension, noise, and feedback | | | |
| | | | | |
Question 33
Question 33
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |_____ is a purchase situation in which two or more people communicate in an attempt to influence each other. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |Implicit communication | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Personal selling | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Mass communication | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Public relations | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Synergistic communication | | | |
| | | | | |
Question 34
Question 34
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |One of the reasons for the growing popularity of integrated marketing communications is the proliferation of thousands of new media | | | |
| |choices. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 35
Question 35
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Nature Valley uses popular magazines, radio, and cable television to promote its brand of trail mix. Nature Valley uses mass | | | |
| |communication. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 36
Question 36
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Media vehicles like Time and Newsweek magazines appeal to a wide cross section of the population. In contrast, American Rifleman and | | | |
| |Fitness magazines have high levels of: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |longevity | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |audience selectivity | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |geographic selectivity | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |flexibility | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |market singularity | | | |
| | | | | |
Question 37
Question 37
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |A medium's ability to reach a precisely defined market is its: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |audience selectivity | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |market singularity | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |geographic selectivity | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |noise filtering ability | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |life span | | | |
| | | | | |
Question 38
Question 38
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Because Samuel Cabot, Inc., a manufacturer of premium-grade wood stains, wants to spend its promotional budget on advertisements that| | | |
| |will have a long life span so the ad will be around when the homeowner needs such a product, it should use _____ advertising. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |newspaper | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |radio | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |television | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |magazine | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |creative | | | |
| | | | | |
Question 39
Question 39
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |A(n) _____ media schedule combines continuous scheduling throughout the year with a flighted schedule during the best sales periods. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |pulsing | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |bursting | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |unremitting | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |rhythmic | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |vibrating | | | |
| | | | | |
Question 40
Question 40
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Tools for the public relations manager include all of the following EXCEPT: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |press relations | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |product publicity | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |lobbying | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |sales promotions | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |corporate communications | | | |
| | | | | |
Question 41
Question 41
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |A unique form of institutional advertising called _____ advertising is a means for corporations to express their viewpoints on | | | |
| |various controversial issues. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |advocacy | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |persuasive | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |issue | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |comparative | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |image | | | |
| | | | | |
Question 42
Question 42
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |The sponsorship of a racing team in the Tour de France bicycle race is an example of a public relations activity. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 43
Question 43
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Often the task of lead qualification is handled by a telemarketing group or a sales support person who frees the sales representative| | | |
| |from the time-consuming task by engaging in: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |prequalification | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |database mining | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |co-opting | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |cold calling | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |networking | | | |
| | | | | |
Question 44
Question 44
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |When Jane Ming purchased a subscription to Southern Living magazine, she received a free cookbook entitled Christmas Cookies. The | | | |
| |cookbook is an example of a(n): | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |contest | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |premium | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |trade sample | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |product placement | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |loyalty incentive | | | |
| | | | | |
Question 45
Question 45
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Point-of-purchase promotions work best for: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |high-involvement products | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |purchases that require extensive decision making | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |complex products that require technical knowledge to operate | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |impulse buys | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |expensive products like perfume and jewelry | | | |
| | | | | |
Question 46
Question 46
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Trade sales promotions are popular among manufacturers because they can do all of the following at trade shows EXCEPT: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |introduce new products | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |create long-term relationships between manufacturers and customers | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |enhance the corporate image | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |test the market response to new products | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |gather competitive information | | | |
| | | | | |
Question 47
Question 47
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |_____ is a sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop | | | |
| |long-term satisfaction through mutually beneficial partnerships. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |Networking | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Adaptive selling | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Stimulus-response selling | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Relationship selling | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Needs-dependent selling | | | |
| | | | | |
Question 48
Question 48
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Hewlett-Packard offered $25 to individual Office Depot salespeople for each HP Laser Jet printer they sold. The $25 is push money. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 49
Question 49
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Which of the following describes a disadvantage associated with markup pricing? | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |how difficult it is to implement | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |its failure to explicitly consider product demand | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |its dependence on marginal costs | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |too many factors influence it | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |none of these | | | |
| | | | | |
Question 50
Question 50
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Continental Lite | | | |
| | | | | |
| |In the mid-1990s, Continental Airlines chose to compete head-on with Southwest Airlines by launching Continental Lite, an alternative| | | |
| |low-fare commercial airline passenger operation. Top executives at Continental had expected its no-frills operation to break even | | | |
| |within a year of its inception, but the airline fell short of the goal. A source close to the company explained it by saying, "Its | | | |
| |costs were too high, and its revenues were too low." Some observers criticized Continental's marketing efforts. When the no-frills | | | |
| |service was first launched, it lacked a distinct name or identity, missing its chance to make a splash. Then Continental tried to | | | |
| |sell three "brands" at once--Lite, a new premium service, and its more traditional long-haul domestic flights. As one rival expressed| | | |
| |it, "You cannot be all things to all people." | | | |
| | | | | |
| |Refer to Continental Lite. Consumers who traveled on Continental Lite or Southwest were very sensitive to price changes. This | | | |
| |suggests: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |inelastic demand | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |elastic supply | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |elastic demand | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |inelastic supply | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |unitary elasticity | | | |
| | | | | |
Question 51
Question 51
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |While shopping, Anita found a "gardening kit" containing a pair of work gloves, a trowel, and a hand rake handsomely arranged in a | | | |
| |clay flower pot. The items, which were sold together, retailed at $24.50, but had been marked down to $12.99. The retailer sold only | | | |
| |one for $24.50 and six at the $12.99 price. Demand for the gardening kit package is: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |unitary | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |predictable | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |synergistic | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |inelastic | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |elastic | | | |
| | | | | |
Question 52
Question 52
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Consumer Buying Habits | | | |
| | | | | |
| |In a sluggish economy, consumers will buy even the most modest of products with the same discretion once shown only to big-ticket | | | |
| |items, like computers, air fares, and designer clothes. The results are a growing popularity of cheaper private-label products and | | | |
| |the likelihood that price wars among consumer goods could lead to the same kind of consolidation that occurred in the airline and | | | |
| |electronics industries. Moreover, analysts say changing buying habits will force premium brand marketers to lower their prices to | | | |
| |protect their positions. These companies may also upgrade products to distinguish them from private labels and promote their brands | | | |
| |more aggressively than ever. | | | |
| | | | | |
| |One analyst says that consumers are forcing product innovation. Products have to be sold on merit. As a result, there will be fewer | | | |
| |brands of significance, but the significant brands will be stronger. Brand loyalty is believed to exist only when, or if, value is | | | |
| |provided. How do the significant brands compete? One analyst says that a combination of sensible pricing and innovation with a strong| | | |
| |brand name can stabilize market share. Reformulated or repackaged products are typical examples of innovative attempts to solidify | | | |
| |market share. | | | |
| | | | | |
| |Refer to Consumer Buying Habits. In the past, Procter & Gamble set prices on significant brands such as Pampers so that total revenue| | | |
| |was as large as possible relative to total costs. This represents a _____ approach. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |profit maximization | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |market share pricing | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |demand-oriented pricing | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |sales maximization | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |status quo pricing | | | |
| | | | | |
Question 53
Question 53
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |If demand for milk is elastic, consumers will not change their purchasing habits greatly when the price of milk changes. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 54
Question 54
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Ahmad Jing operates a wedding consultant service. He will often provide essentially the same service to different customers at | | | |
| |distinctly different prices depending on how he likes the customer and how much he thinks the customer needs his services. Jing uses:| | | |
| | | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |two-part pricing | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |an illegal pricing policy | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |flexible pricing | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |bait and switch practices | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |price maintenance | | | |
| | | | | |
Question 55
Question 55
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |State laws that put a lower limit on wholesale and retail prices are called _____. In states that have these laws, selling below cost| | | |
| |is illegal. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |unfair trade practice acts | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |price-fixing laws | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |predatory pricing acts | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |price discrimination rulings | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |channel controls | | | |
| | | | | |
Question 56
Question 56
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Merck & Co., the manufacturer of the AIDS drug Crixidan, distributes exclusively to one distributor, Stadtlanders Pharmacy. The | | | |
| |pharmacy has been criticized for charging too high a price for the drug and taking advantage of inelastic demand. Stadtlanders claims| | | |
| |the charges are ethical because of high staffing costs and associated discounts with various health plans. This situation describes | | | |
| |issues associated with: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |resale price maintenance | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |price bundling | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |flexible pricing | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |professional services pricing | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |uniform delivered pricing | | | |
| | | | | |
Question 57
Question 57
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |If a company decides to divide its market area into segments or regions and charge a flat rate for freight to all customers in a | | | |
| |given region, the company is using _____ pricing. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |zone | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |uniform delivered | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |freight absorption | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |FOB origin | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |basing-point | | | |
| | | | | |
Question 58
Question 58
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |A manufacturer using uniform delivered pricing is legally discriminating against buyers who are located close to the point of | | | |
| |shipping because they pay the same amount as buyers located far from the point of shipping pay. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 59
Question 59
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |_____ is a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on | | | |
| |highly defined and precise customer segments. | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |Organizational optimization | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Consumer relationship marketing (CRM) | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Total quality management (TQM) | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Customer relationship management (CRM) | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |Market aggregation | | | |
| | | | | |
Question 60
Question 60
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |According to the CEO of Allied Office Products, “We're a head-count business: I know that if you have a 60-person office, you should | | | |
| |buy $298 worth of basic office supplies—paper, pens, staples—from us with each order, but if that's all we get, we stagnate. For us | | | |
| |to grow, we have to convince the customer, who already likes our products and service, to buy more than just basic supplies; we have | | | |
| |to increase the order by 10, 20, or 30 times.” Allied's salespeople are trained to push the company's less traditional, higher-margin| | | |
| |lines such as coffee and refreshments, printing and forms management, and office furniture. Allied’s salespeople are engaging in: | | | |
| |Answer | | | |
| |[pic][pic] | | | |
| |[pic] | | | |
| | | | | |
| |cross-selling | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |trading up | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |buyer empowerment | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |alliance building | | | |
| | | | | |
| |[pic] | | | |
| | | | | |
| |bundling | | | |
| | | | | |
Question 61
Question 61
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Volvo has a Web site that caters to car enthusiasts who might want to see concept cars evolve into real-life products. Volvo would | | | |
| |likely have used data mining to locate people who were car enthusiasts and innovators. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
Question 62
Question 62
1.
|[| |
|p| |
|i| |
|c| |
|]| |
| |Channel interactions are the relationships a manufacturer has with its distributors. | | | |
| |Answer | | | |
| |[pic] | | | |
| |[pic] | | | |
| |True | | | |
| | | | | |
| |[pic] | | | |
| |False | | | |
| | | | | |
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