Description : Which of the following is most likely to stimulate customer loyalty ? 1. corruption 2. sweepstakes 3. frequent-user incentives 4. samples 5. premiums
Last Answer : frequent-user incentives
Description : Fraudulent usage, inability to attract potentially brand -loyal customers, and use by current customers but not new customers, are believed to be disadvantages of which of the following? A)Sweepstakes B)Money refunds C)Frequent -user incentives D)Coupons E)Premiums
Last Answer : D)Coupons
Description : Realizing that her firm's sales promotion budget was small last year and was cut by 30 percent for the coming year, Stacey Baron almost immediately rules out __________ as playing a role in her sales promotion plan. A)samples B)coupons C)point-of-purchase materials D)money refunds E)premiums
Last Answer : A)samples
Description : ___________ are items offered free or at minimal cost as a bonus for purchasing a product. A)Rebates B)Premiums C)Samples D)Merchandise allowances E)Coupons
Last Answer : B)Premiums
Description : _________ are items offered free or at minimal cost as a bonus for purchasing a product 1. Rebates 2. Premiums 3. Samples 4. Merchandise allowances 5. Coupons
Last Answer : Premiums
Description : One advantage of non-price competition is that: A)a firm can react quickly to competitive efforts. B)market share becomes less important. C)a firm can build customer loyalty. D)pricing is no longer a success factor.
Last Answer : C)a firm can build customer loyalty.
Description : One distinguishing factor between a brand name and a brand mark is that a brand name A)creates customer loyalty. B)consists of words. C)identifies only one item in the product mix. D)implies an organization's name.
Last Answer : B)consists of words.
Description : Proctor and Gamble periodically sends out coupons and free samples of products. This illustrates P & G's use of which one of the following elements of the promotion mix? A)Advertising B)Personal selling C)Sales promotion D)Publicity
Last Answer : C)Sales promotion
Description : he marketing mixes of organisations that market services include product, price, promotion, place and: A)Packaging B)Premiums C)People D)Purchasing
Last Answer : C)People
Description : The major DISADVANTAGE of a mail survey versus a telephone or personal interview survey is: A)having to offer incentives B)the low response rate C)the elimination of interview bias D)the lack of open-ended questions E)the cost
Last Answer : B)the low response rate
Description : Which of the following statements is considered a disadvantage of the straight commission compensation method? A)It necessitates closer supervision of a salesperson's activities. B)It may be difficult to administer. C)Selling costs are less predictable. D)It provides no incentives.
Last Answer : C)Selling costs are less predictable.
Description : When Anderson Motors offers to let qualified buyers test -drive the new Saab, the dealer is primarily trying to stimulate which stage of the product adoption process? A)Awareness B)Interest C)Evaluation D)Trial E)Adoption
Last Answer : D)Trial
Description : Which of the following is NOT a desirable feature for a brand name? A)it can facilitate the introduction of new products B)it can become used as the generic name for all products in the ... for the firm to engage in non price competition D)it can help develop brand loyalty amongst buyers
Last Answer : B)it can become used as the generic name for all products in the category
Description : Competitions, free samples, and rebates are examples of A)advertising. B)sales promotion techniques. C)publicity. D)personal selling techniques. E)advertising.
Last Answer : B)sales promotion techniques.
Description : When Jif mailed out free four -ounce samples of its new lemon juice product it was focusing on moving prospective customers into the __________ stage of the product adoption process. A)awareness B)interest C)evaluation D)trial E)adoption
Last Answer : D)trial
Description : As a new employee, John is most likely to look to which one of the following to learn the ethical culture of his new organisation? A)Coworkers B)Customer contact employees C)Other new employees D)The legal department E)Top management
Last Answer : E)Top management
Description : Company sales forecasts are least likely to be based on A)executive judgment. B)customer surveys or sales -force surveys. C)time series analysis. D)market tests. E)single -variable or multivariable segmentation.
Last Answer : E)single -variable or multivariable segmentation.
Description : Which of the following is least likely to be directly involved in actually making sales? A)Order taker B)Current -customer salesperson C)Order getter D)Field order taker E)Support personnel
Last Answer : E)Support personnel
Description : Sometimes resellers are offered a temporary price reduction for purchasing specified quantities of a product. Such offers are used to provide them with an incentive to handle a new product, to achieve a ... sales promotion? A)Push money B)Buy -back allowance C)Buying allowance D)Money -off offer
Last Answer : C)Buying allowance
Description : f Kwik-Fit runs an ad asking customers to check windscreen wiper blades for wear, the firm is attempting to stimulate which of the following? A)Information Search B)Evoked set formation C)Evaluation of alternatives D)Problem recognition
Last Answer : D)Problem recognition
Description : The package design of a bag of flour would most likely be criticised for being A)unsafe to the environment. B)unsafe to the user. C)deceptive. D)functionally deficient.
Last Answer : D)functionally deficient.
Description : If you were a marketing manager, under which type of organisational structure would you most likely be working if your firm were a large business with centralised marketing operations? A)Organisation by type of customer B)Functional organisation C)Organisation by regions D)Organisation by products
Last Answer : B)Functional organisation
Description : The ________ is a tool for identifying ways to create more customer value. A. Value chain B. Customer survey C. Brand loyalty index D. Promotion channel E. Supplier database
Last Answer : A. Value chain
Description : Relationships seem to be important to marketing given the current emphasis on terms like relationship marketing, loyalty management, and customer relationship management. Critically discuss?
Last Answer : Classificatory systems are generally and erroneously understood to be those that "class together" with a single term relatives who actually do not have the same type of relationship to ego. (What defines "same type of relationship" under such definitions seems to be genealogical relationship
Description : __________ techniques can be used to learn more about current and potential customers. a. Strategic partnerships b. Customer loyalty c. Data mining d. Efficient customer response (ECR)
Last Answer : b. Customer loyalty
Description : Which of the following is NOT an entry barrier to an industry? A. None of these B. Economies of scale C. Customer loyalty D. Bargaining power of suppliers
Last Answer : Bargaining power of suppliers
Description : One distinguishing factor between a brand name and a brand mark is that a brand name 1. creates customer loyalty 2. consists of words 3. identifies only one item in the product mix 4. implies an organization's name 5. none of these
Last Answer : consists of words
Description : A firm mails brochures and coupons to potential consumers who can then purchase products by mail or by phone. This illustrates which of the following methods of selling retail products? A)Direct-response marketing B)Party plan C)Catalogue marketing D)Speciality retailing E)Direct selling
Last Answer : A)Direct-response marketing
Description : A production operative at a cheese factory discovered that the slicing process could be speeded up if the machine had a certain type of arm attached. He consulted the supervisor about purchasing one. The operative would be considered the A)user B)influencer C)buyer D)decider E)gatekeeper
Last Answer : A)user
Description : he receptionist at a doctor's office throws away certain product circulars mailed by pharmaceutical companies and keeps the ones on products she believes are useful. The receptionist is performing which role in the buying centre? A)user B)influencer C)buyer D)decider E)gatekeeper
Last Answer : E)gatekeeper
Description : Just watching a show called Extreme Cheapskates. How would one get free samples without having to print off coupons?
Last Answer : Oh yeah, I did that for a little while but I found it was too much effort for too small of samples, not worth it for me.
Description : Where can I find Maxwell coffee coupons and free samples online?
Last Answer : I don't believe that there are coupons for Maxwell coffee available online, however you could try contacting the company, expressing your love of their product, and asking for any money saving coupons.
Description : Albert notices a new hospital being built as he is making his sales rounds. He returns to his office to see who will be responsible for this site, as he is allowed to call only on banks in his ... is a member is organised by A)function. B)salesperson. C)customer type. D)speciality. E)production.
Last Answer : C)customer type.
Description : A firm that wants to put more senior management personnel into the field to get closer to customers and to enable the company to respond more quickly and efficiently to competitors would probably organise its ... on the basis of A)functions. B)regions. C)customer types. D)markets. E)products.
Last Answer : B)regions.
Description : Which sales forecasting technique would generally be most suitable for estimating the sales of a new product? A)Executive judgment B)Customer surveys C)Time series analysis D)Market tests E)Regression methods
Last Answer : D)Market tests
Description : The forecasting method that uses the firm's historical sales data in an attempt to find patterns in the firm's sales volume over time is A)the regression method. B)customer forecasting. C)a market test. D)sales -force forecasting. E)time series analysis..
Last Answer : E)time series analysis..
Description : Market requirements describe the A)customer needs or desired benefits. B)size of the market necessary to justify expenditures. C)events and relationships in a company's outside environment. ... and the particular competencies of competing firms. E)distinctive competencies that a firm has developed.
Last Answer : A)customer needs or desired benefits.
Description : A mission statement can benefit a company in all of the following ways EXCEPT A)giving it clear purpose and direction. B)describing its unique focus. C)keeping it focused on customer ... D)providing specific direction and guidelines to top managers. E)providing a detailed plan for implementation.
Last Answer : E)providing a detailed plan for implementation.
Description : The step or stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build rapport ... called A)prospecting. B)preapproach. C)approach. D)making the presentation. E)overcoming objections.
Last Answer : C)approach.
Description : Before contacting acceptable prospects, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This ... . B)preparing. C)approaching the customer. D)sales training. E)sales planning.
Last Answer : B)preparing.
Description : The first step in the selling process is A)preapproach. B)approaching the customer. C)making the presentation. D)overcoming objections. E)prospecting.
Last Answer : E)prospecting.
Description : A sales representative for Coca -Cola travels to various shops and restaurants to determine how much syrup the customer needs for the coming period. The sales representative would be classified ... )Order getter B)Inside order taker C)Field order taker D)Missionary salesperson E)Trade salesperson
Last Answer : C)Field order taker
Description : The two groups of order takers are A)current customer salespersons and new -business salespersons. B)missionary salespersons and trade salespersons. C)inside order takers and field order takers. D)trade salespersons and technical salespersons. E)advisory order takers and support order takers.
Last Answer : E)advisory order takers and support order takers.
Description : Recognition and recall tests are post -test methods to evaluate advertising effectiveness based on A)mail surveys. B)memory. C)inquiries. D)customer preferences. E)in -depth interviews.
Last Answer : B)memory
Description : Greg is a physical distribution manager. He is currently developing and maintaining assortments of products that are adequate for customer demand. In which stage in the physical distribution ... involved? A)Order processing B)Materials handling C)Inventory management D)Transportation E)Warehousing
Last Answer : C)Inventory management
Description : When asked about the quality of Electrico's distribution system, Mark Johnson proclaims that 95 percent of all orders are filled within two working days. This statement represents the firm's A)mission statement. B)response factor. C)shipping objective. D)customer commitment. E)service standard.
Last Answer : E)service standard.
Description : Location is extremely important to a retailer because: A)suppliers charge more to service stores in certain trading areas. B)a desirable location appeals to consumers' emotions and encourages them ... which the store must draw its customers. E)convenient location is an essential customer service.
Last Answer : D)location determines the trading area from which the store must draw its customers.
Description : A shopper approaches the store's manager and says that he has seen a blender on display he wishes to buy. The manager asks him to fill out an order form and someone from customer service would ... shopping in a A)hypermarket. B)superstore. C)catalogue showroom. D)warehouse club. E)discount store.
Last Answer : C)catalogue showroom.
Description : Beauticians find it difficult to market their product because the customer must be involved in the production of the product (i.e., the facial). This problem illustrates which one of the following unique features of services? A)Intangibility B)Inseparability C)Perishability D)Heterogeneity
Last Answer : B)Inseparability