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50 Cards in this Set
- Front
- Back
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Motel 6 and the Ritz-Carlton both provide sleeping accommodations, but their respective guests have considerably different expectations of service. This is because:
a. companies cannot standardize services b. services are inseparable from their providers c. service quality shows wide variations d. services have a high perishable rate. |
c. service quality shows wide variations
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Convenience products that customers constantly replenish to maintain a ready inventory may be categorized as:
a. staples b.impulse items c. emergency units d. specialty items |
a. staples
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Consumers who are well aware of the brands they prefer and are willing to make a special effort to obtain them are primarily interested in ________ products.
a. impulse b. convenience c. shopping d. specialty |
d. specialty
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Business products would ordinarily include all of the following except:
a. installations b. accessory equipment c. specialty products d. component parts |
c. specialty products
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Spark plugs, batteries, and tires that are included with the purchase of the car are examples of:
a. installations b. accessory equipment c. component parts and materials d. supplies |
c. component parts and materials
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Which of the following is the first main activity involved in benchmarking?
a. Identifying the world's leading performers b. Identifying internal processes to be improved c. Identifying how the best goods are produced d. Identifying critical market segments |
b. Identifying internal processes to be improved
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In a process called ________, products pass through a series of stages from their initial appearance to their decline.
a. product life potential b. promotional cycle c. pricing cycle d. product life cycles |
d. product life cycles
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A firm's marketing strategy should emphasize stimulating initial demand during the _______ stage of a product's life cycle.
a. introduction b. stabilization c. growth d. maturity |
a. introduction
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Product differentiation and heavy advertising most often occur during the _______ stage of the product life cycle.
a. maturity b. introductory c. growth d. decline |
a. maturity
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Fashions with abbreviated life cycles are called:
a. trends b. perishables c. fads d. staples |
c. FADS
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Luxury items are often representative of which level of brand loyalty?
a. Brand comprehension b. Brand recognition c. Brand insistence d. Brand preference |
c. Brand insistence
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If a firm elects to use family branding, its products should be:
a. similar in quality, or the firm risks harming its overall product image b. sufficiently different so as not to compete directly with each other c. sold in different geographic markets so customers do not realize the relationship d. sold only to a single large retail chain to protect the manufacturer's reputation |
a. similar in quality, or the firm risks harming its overall product image
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Brand names can become generic over time, as they have with all of the following except:
a. Nylon b. Coca-Cola c. Aspirin d. Escalator |
b. Coca-Cola
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A brand name that has been given legal protection is known as a:
a. patent b. copyright c. trademark d. royalty |
c. trademark
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Trade dress refers to:
a. visual cues used in branding that create an overall look for a product b. a promotional philosophy of targeting all sales efforts to the trade c. the general size of the packaging used by a product, regardless of how plain d. uniforms worn by company employees while doing their jobs |
a. visual cues used in branding that create an overall look for a product
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The introduction of brand new products into readily identifiable or established markets is referred to as product ________ strategy.
a. development b. positioning c. diversification d. improvement |
a. development
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Product cannibalization is the:
a. expected outcome fro the implementation of market penetration b. erosion of a competitor's market share c. erosion of an equity brand due to the brand strategy of a competitor d. erosion of market share due to other products from the same manufacturer |
d. erosion of market share due to other products from the same manufacturer
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A new product committee is:
a. a task force of experts assigned to generate new product ideas b. a group of experts permanently assigned to generate, evaluate, and implement new product projects c. comprised of employees, suppliers, and customers as part of the relationship marketing process d. the most common arrangement for activities related to developing a new product |
d. the most common arrangement for activities related to developing a new product
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Companies are beginning to replace product managers with a new position that is now responsible for profit and loss, as well as marketing functions . The title of the new position is called:
a. marketing executive b. product innovator c. director of marketing strategies d. category manager |
d. category manager
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Items that would seldom be test marketed include
a. potato chips b. postal system sorting equipment c. cellular telephones d. category manager |
b. postal system sorting equipment
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Direct selling as a marketing channel carries goods from producer to:
a. retail storage warehouse b. channel captain c. intermediary that will take title and possession d. ultimate consumer or business purchaser |
d. ultimate consumer or business purchaser
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The variables that affect the selection of a channel strategy include all of the following except:
a. product characteristics b. the size of the producer and competitive environment c. legal and liability issues d. market factors |
c. legal and liability issues
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The dominant and controlling member of a marketing channel is the:
a. vertical lead b. producer c. channel captain d. wholesaler that sells to the retailer |
c. channel captain
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Licensed goods manufactured abroad and then sold in the U.S. market in competition with the U.S. counterparts are called ________ goods.
a. black market b. inferior c. gray d. horizontal |
c. gray
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An improved or supplemental service that is added to the supply chain to provide enhanced benefits but is not expected by the customer is called
a. optimization b. demarketing c. cost-plus products d. value-added service |
d. value-added service
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Determining how much product the firm should maintain at each location defines the physical distribution element of:
a. order processing b. transportation c. inventory control d. materials handling |
c. inventory control
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The standard rate that carriers charge for transporting specific goods from point A to point B is called the _________ rate.
a. contract b. special c. class d. insider |
c. class
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______ is the form of transportation that has the lowest transport cost per ton.
a. railroad b. water freight, either barge or oceangoing c. air freight d. pipeline |
b. water freight, either barge or oceangoing
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Air freight is facing:
a. backlash from the cost of overnight delivery b. unprecedented growth in market share of freight hauling c. competition from foreign air carriers d. palletization |
a. backlash from the cost of overnight delivery
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When a logistics manager combines several unitized loads into a standard shipping box, it is called:
a. shipping optimization b. consolidation c. containerization d. palletization |
c. containerization
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General product categories, specific products within lines, and the depth and width of its assortment are considerations retailers must bear in mind when developing their:
a. "geographic" fit b. target market c. pricing strategy d. merchandising strategy |
d. merchandising strategy
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A ________ averages 300,000 square feet, and seeks to offer a combination of shopping, entertainment, and restaurants in an attractive environment preserving the intimacy of neighborhood retailing
a. power center b. local mall c. lifestyle center d. downtown boutique |
c. lifestyle center
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Independent retailers:
a. compete through retail cooperatives and friendly, personalized service b. account for less than 25 percent of total retail sales c. are few in member d. have limited resources and inflexible operating hours, and are not knowledgeable about local market conditions |
a. compete through retail cooperatives and friendly, personalized service
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A retail establishment that carries a wide variety of product lines, all stocked in some depth, is referred to as a
a. general-merchandise retailer b. mass merchandiser c. specialty store d. shopping store |
a. general-merchandise retailer
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To shop at _______, you must buy a membership.
a. warehouse club b. scrambled merchandiser c. catalog retailer d. hypermarket |
a. warehouse club
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Wholesalers create place utility by:
a. providing prompt delivery in response to the customer's demands b. extending credit to product manufacturers c. providing a sales force to call upon potential suppliers d. undertaking free product design and customization |
a. providing prompt delivery in response to the customer's demands
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Independent wholesaling intermediaries that take title to the goods they sell are called:
a. buying offices b. merchant wholesalers c. manufacturer-owned sales offices d. retailer-owned cooperatives |
b. merchant wholesalers
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The agent who predominates in agricultural marketing is the:
a. truck wholesaler b. broker c. selling agent d. drop shipper |
d. drop shipper
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The wholesaling intermediary who operates on a one-time basis for either sellers or buyers of such products as real estate, frozen foods, and used machinery is the:
a. selling agent b. broker c. auction house d. drop shipper |
d. drop shipper
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Direct-response retailing that runs promotions on cable TV networks to sell merchandise through telephone orders is called:
a. automatic selling b. computerized selling c. home shopping d. out-of-home selling |
c. home shopping
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The AIDA concept, the D indicates:
a. Dildo b. Douche c. desire for the product being promoted d. Dicks in the butt |
c. desire for the product being promoted
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A firm's promotional strategy does not include which of the following?
a. personal selling b. advertising c. noise d. publicity |
c. noise
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Which of the following is not a means of conducting a personal selling effort:
a. telephone b. video conferencing c. mass media d. interactive computer links |
c. mass media
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The ideal form of promotion for large, geographically dispersed audiences that will listen to the same message is:
a. advertising b. phishing c. public relations |
a. advertising
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The promotional tool that is generally free, though under the least amount of control by a firm of any component of the promotional mix, is
a. publicity b. public relations c. sales promotion d. advertising |
a. publicity
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Which of the following would typically not be an example of a direct mail promotion?
a. Catalog from Lands' End, advertising free shipping for a limited time b. Promotional DVD sent by a college in Vermont c. Reminder postcard sent to a car owner offering 15% off the cost of an oil change d. advertisement in the newspaper |
d. advertisement in the newspaper
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An effective promotional strategy designated to influence a retailer or a wholesaler to carry a new brand would be a(n) _______ strategy.
a. pulling b. channel influence c. pushing d. brand management |
c. pushing
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Evaluation of the success of the Internet advertising is measured by all of the methods listed except:
a. cost per impression b. cost per response c. conversion rate d. cost per exposure |
c. conversion rate
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Acceptable promotional practices in the marketplace are ultimately determined by:
a. the Ad Council b. consumer buying decisions, with consumers being free to choose what they wish to buy c. the universally accepted rules of what constitute good and bad taste d. the Federal Communications Commission |
b. consumer buying decisions, with consumers being free to choose what they wish to buy
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Public service announcements are:
a. costly for non-profit organizations to broadcast b. ads that generate awareness or educate the public c. any type of information released by a public relations department d. media ads that promote medical products |
b. ads that generate awareness or educate the public
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