Question 1
________ is the process by which we select, organize, and interpret information
inputs to create a meaningful picture of the world.
Question 2
Brands that meet consumers' initial buying criteria are called the ________.
Question 3
Gordon Jones is considering purchasing a computer from Best Buy. He has
created a scale for rating eight different computers on three different
characteristics. He plans to short-list only those computers, that score at least a
seven on his scale on all three characteristics. Which of the following choice
heuristics has he chosen?
Question 4
The relatively homogeneous and enduring divisions in a society, which are
hierarchically ordered and whose members share similar values, interests, and
behavior constitute ________.
Question 5
Consumers who worry about the environment and want products to be produced in
a sustainable way have been named ________.
Question 6
Ben always reaches for the bright blue and yellow box of Ritz crackers when he
visits the snack food aisle in the grocery store. He rarely even reads the box or
checks the price. Which of the following heuristics is most likely being used by
Ben?
Question 7
Steve has only 20 minutes to have lunch. Although he really likes McDonald's, the
line is very long and he is concerned that he will not have a chance to get through
the line and eat his lunch before he is due back at work. Steve perceives
________ in going to McDonald's today.
Question 8
Which of the following theories developed by Frederick Herzberg distinguishes
dissatisfiers from satisfiers?
Question 9
A mobile phone manufacturing company observes that the main reason for an
abrupt fall in their sales volume is the unconventional design of their phones that
consumers found inconvenient and unattractive. The findings prompt the company
to adopt a new strategy. They redesigned the product models keeping the
requirements of the end-user in mind. According to the expectancy value-model,
the company's strategy can be termed as ________.
Question 10
Maria considers buying a car for herself, after she notices the advantages derived
by her best friend from his new car. Which of the following forms of stimulus has
activated Maria's problem recognition process?
Question 11
Which of the following is true for business marketers?
They deal with fewer and larger buyers than consumer
marketers.
Question 12
The approach to cost reduction that studies whether components can be
redesigned or standardized or made by cheaper methods of production without
adversely impacting product performance is termed as ________.
Question 13
With respect to e-procurement, Coca-Cola, Sara Lee, Kraft, PepsiCo, P&G, and
several other companies joined forces to form a ________ called Transora to use
their combined leverage to obtain lower prices for raw materials.
Question 14
The partners in ________ systems are united in operational ways, but neither
demonstrates structural commitment through legal means or adaptation.
Question 15
Jason Riggs' company is considered to be an in-supplier for a lawn mower
manufacturer. However, recently the lawn mower company has put out a memo to
in- and out-suppliers indicating that it would like to change product specifications
and delivery schedules. Which of the following buying situations is most likely to be
in operation given this data?
Question 16
In the ________ category of buyer-supplier relationship, although bonded by a
close, cooperative relationship, the seller adapts to meet the customer's needs
without expecting much adaptation or change on the part of the customer in
exchange.
Question 17
In which of the following is a person performing the role of a gatekeeper?
Question 18
The total demand for many business goods and services is not much affected by
price changes. Thus, this demand is ________.
Question 19
Patrick J. Robinson and his associates have identified eight stages in the business
buying-decision process. This model is called the ________ framework.
Question 20
According to Patrick J. Robinson, the eight stages in the business buying-decision
process are known as ________.
Question 21
If an organization's marketing department wished to create "segment storyboards"
to test the attractiveness of each segment's positioning strategy, this action would
most likely occur in the ________ step of the segmentation process.
Question 22
A marketer is interested in segmenting a business market based on urgency of
delivery and the size of the order. Which of the following major segmentation
variables would the marketer most likely use to assist with the task?
Question 23
________ combines operationally driven mass customization with customized
marketing in a way that empowers consumers to design the product service
offering of their choice.
Question 24
All of the following are benefits of following the ________ approach to target
market selection: a strong knowledge of the segment's needs, a strong market
presence, operating economies through specializing in production, distribution, and
promotion.
Question 25
According to PRIZM, the ________ cluster is characterized as being in their late
forties and fifties, college-educated, upper-middle-class homeowners that married
late, and are still raising children in comfortable suburban subdivisions and
pursuing kid-centered lifestyles.
Question 26
A marketer is interested in segmenting a business market on ________ if the
marketer intends to eventually segment the market based on loyalty and attitudes
toward risk.
Question 27
In the ________ step of the market segmentation process, the marketer evaluates
the segment using criteria such as market growth and market access.
Question 28
Coca Cola's original marketing strategy that offered a single drink Coca Cola
Classic in a single sized
bottle with the advertising theme "Coke is it," is an example of ________
marketing.
Question 29
Rock band Foo Fighters created a digital street team that sends targeted e-mail
messages to members who receive exclusive news, previews, and opportunities to
win prizes. The Foo Fighters are using ________ to reach Generation Y.
Question 30
Hilton Hotels customizes rooms and lobbies according to location. Northeastern
hotels are sleeker and more cosmopolitan. Southwestern hotels are more rustic.
This is an example of ________ segmentation.
Question 31
If a consumer, trying to decide between alternatives, believes that a particular
brand delivers acceptable product performance and can be short listed, she is in
the ________ level of the brand dynamics pyramid.
Question 32
A parent brand that is associated with multiple products through brand extensions
is also called a(n)________.
Question 33
With respect to the brand building pyramid, at which of the following "building block
levels" would we expect the consumer to develop an intense, active loyalty?
Question 34
Brand ________ is the added value endowed to products and services.
Question 35
________ are devices that can be trademarked and serve to identify and
differentiate the brand.
Question 36
According to the BRANDZ model of brand strength, brand building involves people
progressing through a sequential series of steps. Which of these steps convey the
message " Nothing else beats this brand"?
Question 37
Identify the four pillars of brand equity, according to brand asset valuator model.
Selected Answer: energized differentiation, relevance, esteem, and knowledge
Question 38
From a marketing management perspective, there are three main sets of brand
equity drivers. Which of these drivers was most applicable when McDonald's
decided to use the "golden arches" and Ronald McDonald as symbols of their
brand?
Question 39
Apple's ipod shuffle is an example of ________.
Question 40
________ brands are positioned with respect to competitors' brands so that more
important (and more profitable) flagship brands can retain their desired positioning.
Question 41
________ are attributes or benefits that consumers view as essential to a
legitimate and credible offering within a certain product or service class.
Question 42
Philip Morris bought Miller brewing and launched low-calorie beer, at a time when
consumers had the impression that low-calorie beer does not taste as good as
normal beer. What does the company assure by stating that the beer tastes good?
Question 43
Which of the following criteria relates to consumers seeing the brand association
as personally relevant to them?
Question 44
Which element of a brand story framework do Randall Ringer and Michael
Thibodeau relate to the time, place, and context of the brand story?
Question 45
Dayton, Ohio--based Iams found success selling premium pet food through
regional veterinarians, breeders, and pet stores. This is an example of ________
differentiation.
Question 46
The ________ attack attempts to capture a significant share of the consumer
market by launching a grand offensive on several fronts.
Question 47
A music school in Boyles Height, LA, specializes in teaching the guitar and the
violin. After a spurt in growth and a few successful years, the school is
experiencing a slowdown in sales and stability in its profits due to an increase in
competition. The school is in the ________ stage of its life cycle.
Question 48
The key idea in successful nichemanship is specialization. Which of the following
specialists would most closely be identified with the characterization of being an
organization that limits its selling to one customer?
Question 49
A marketing manager has decided to "leapfrog" competition by moving into
cutting-edge technologies. This indirect approach to attacking competition can be
characterized as ________.
Question 50
For a market challenger, attacking ________ is a high risk but potentially high
payoff strategy, which also allows it to distance itself from other challengers.