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1. As a market researcher for a cable television company seeking to determine the number of multidwelling buildings in a selected neighborhood, your best chance of acquiring this information quickly would be
a. census information available on the Internet. b. the local Better Business Bureau. c. interviews with neighborhood leaders. d. the local Chamber of Commerce. e. an aerial survey of surrounding neighborhoods.
2. Everyday low pricing is a strategy devoted to continuous low prices as opposed to
a. seasonal changes in prices based on current demand. b. purely cost-based prices that vary as the manufacturer's costs vary. c. relying on short-term price-cutting tactics such as cents-off coupons, rebates, and special sales. d. prices that are set daily, weekly, or monthly in reaction to competitors' actions. e. prices based on what the firm feels the market will bear.
3. Customer relationship management (CRM), is
reorienting the entire firm to a concentrated focus on satisfying customers. the defining concept that identifies communication between the parties to a transaction. b. b. the combination of strategies and tools that drive relationship programs. d. best used when the seller has infrequent customer contact. e. b. . The most obvious distinction between not-for-profit and for-profit -commercial -. a different way of looking at the bottom line by the two different organization types. how direct competition affects consumer behavior. e. c. Taco Tico. 4. d.firms is a. 5. the inability of the not-for-profits to sell tangible goods. more exact financial and marketing goals on the part of the not-forprofits. The problems associated with the decision of whether to lunch at Popeye's. Burger King.a. c. a process used to retain customers when purchases are based on low price or convenience. the greater amount of control the customers of the not-for-profits exercise on their activities. a technique used to create a company focus on individual and immediate sales. how some products and services are competitive substitutes for each other. or Little Saigon (a Vietnamese restaurant) illustrate a. the ability of not-for-profits to operate without the assistance of volunteers from the general population.
joke-telling. that some people just can't make up their minds. e. close friend and confidant. the linear strip. b. a. d. When brands are difficult to categorize or evaluate and significant effort is required to analyze purchase alternatives. technician and expert on product repair. 8.000 square feet in size. e. backslapping fellow-well-met. Such a shopping center is known as a power center. Most such centers are now known as downtowns. This retailing format. A facility of this magnitude is called a national mall. process designer.c. b. averaging 300. consultant and problem solver. the strange food tastes of some of us . seeks to offer a combination of shopping. This describes the earliest type of planned shopping center.I mean. e. Today's sales representative's role in the promotion process has changed from that of persuader to that of a. 7. c. the universal nature of competition. 6. Taco Tico? d. This type of facility is known as a lifestyle center. d. and restaurants in an attractive environment preserving the intimacy of neighborhood retailing. the type of consumer problemsolving that typically results is . entertainment. c.
Caucasian Americans typically use the Internet only at work. extensive analysis buying. Internet users? a. limited problem solving. cohort effect. true blue syndrome. African Americans are three times more likely to be Internet users than Americans of Asian or Pacific Island origin. b. and Colorado are among the least likely to use the Internet. 9. c. b. . e. extended problem solving. The idea that a large percent of a product's sales revenues come from a relatively small. 80/20 principle. 10. loyal group of its purchasers is the a. Which of the following statements is most true about U. c.S.a. People in Alaska. d. c. research analysis. e. d. b. New Hampshire. The median age of Internet users is expected to decline in the future. evaluative problem solving. Low income rural dwellers account for less than three percent of Internet users.
purchase aggregation basis. c. must have a distinctive "identity character" like the Pillsbury Doughboy. trading promotion. moves from the unknown to the known category. spending push money. e. d. partnership advertising. increasing its probability of purchase. d. 12. has achieved a monopoly position with its consumers. b. A product which has achieved the status of brand insistence a. b. 11.d. c. has the advantage of being preferred to other products. When marketing partners share the cost of a promotional campaign that meets their mutual needs. the general term for the activity is a. e. mutual support. traditional believers effect. must be price competitive if it is to keep its status. . cross promotion. e. but only if it is available.
the transportation and communication networks b. public services 15. the utilities system e. e. a banking industry c. d. which is NOT generally considered to be part of a national infrastructure? a. product strategy. everyone who is involved in any aspect of its buying action. price strategy. and buyers. formally designated gatekeepers. a group of people formally assigned to participate in the buying process.13. distribution strategy. b. packaging strategy. consumer goods retailing d. Television advertising that suggests that consumers take a proactive role in family health care by requesting that their physicians prescribe specific medications they see advertised raises issues of ethics in a. Of the following. c. c. deciders. a designated buying team that oversees the entire process of . b. A company's buying center encompasses a. promotion strategy. 14. d.
reduced shoplifting losses. Showroom retailers are able to offer low prices as a result of a. telemarketing by industrial distributors. offering a very small number of high volume items. vending machines. the purchasing task force that professionally buys hard goods and tooling. and long-lived products. larger physical location. the party plan. c. inexpensive warehouse space. e. The gap between what customers expect and what they receive when dealing with a firm is . 16. 17. d. c. An example of a direct-selling strategy in the consumer goods market is a.procurement. b. agents calling on wholesalers. e. high volume of perishable items. b. 18. d. e. the traditional channel for consumer goods. quick purchase process because of a large number of service representatives.
direct mail b. d. media advertising . 19. environmental threats are posed to organizational strengths. In SWOT analysis. b. environmental threats attack organizational weaknesses. b. e. c. 20. d.a. always positive because the higher of the two values is counted first. not objective. internal organizational weaknesses prevent taking advantage of an opportunity. personal letters from competitors c. one measure of their satisfaction with a firm and its products. one of the traditional methods of testing new products. c. In an integrated marketing communications program. which of the following is NOT one of the ways in which a customer may have contact with the organization? a. Internet messages e. not its quality. organizational strengths prevent improving environmental weaknesses. related to the price they paid for something. impossible to measure because it's subjective. a "vulnerability" occurs when a. e. personal selling d. organizational strengths grasp opportunities.
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