Which of the following is the correct order of stages that a buyer is assumed to pass through, by the four classic response hierarchy models?

Which of the following is the correct order of stages that a buyer is assumed to pass through, by the four classic response hierarchy models? A) cognitive...

Which of the following factors found in the macromodel of the communications process refers to random and competing messages that may interfere with the intended communication?

Which of the following factors found in the macromodel of the communications process refers to random and competing messages that may interfere with...

Along which of the following parameters should marketers evaluate communication options when building brand equity?

Along which of the following parameters should marketers evaluate communication options when building brand equity? A) popularity B) innovativeness C)...

The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the company and all its products and services.

The starting point in planning marketing communications is a ________ that profiles all interactions customers in the target market may have with the...

Which of the following is an example of a personal selling communication platform?

Which of the following is an example of a personal selling communication platform? A) sales presentations B) company blogs C) telemarketing D) TV...

Which of the following is an example of a word-of-mouth marketing communication platform?

Which of the following is an example of a word-of-mouth marketing communication platform? A) chat rooms B) billboards C) factory tours D) incentive...

Which of the following is an example of an interactive marketing communication platform?

Which of the following is an example of an interactive marketing communication platform? A) product demonstrations B) factory tours C) company museums D)...

Which of the following is an example of a public relations and publicity communication platform?

Which of the following is an example of a public relations and publicity communication platform? A) lobbying B) company museums C) street activities D)...

Which of the following is an example of an events and experiences platform?

Which of the following is an example of an events and experiences platform? A) fairs and trade shows B) continuity programs C) factory tours D) sales...

Which of the following is an example of an advertising platform?

Which of the following is an example of an advertising platform? A) posters and leaflets B) company magazines C) fairs and trade shows D) sales presentations E)...

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders?

Which of the following elements of the marketing communications mix involves face-to-face interaction with one or more prospective purchasers for the...

______ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.

______ is an element of the marketing communications mix that involves people-to-people oral, written, or electronic communications that relate to the...

______ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.

______ is an element of the marketing communications mix that involves online activities and programs designed to engage customers or prospects and...

Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?

Which of the following elements of the marketing communication mix involves use of mail, telephone, fax, e-mail, or Internet to communicate with or...

Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications?

Which of the following elements of the marketing communications mix includes a variety of programs directed internally to employees of the company or...

_____ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers.

_____ refer to the marketing communications element that involves company-sponsored activities and programs designed to create daily or special brand-related...

Which of the following is an example of a business and sales force promotion?

Which of the following is an example of a business and sales force promotion? A) advertising allowance B) free samples C) contests for sales reps D)...

Which of the following is an example of a trade promotion?

Which of the following is an example of a trade promotion? A) free samples B) discount coupons C) display allowances D) contests for sales reps E)...

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?

Which of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a...

Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor via print, broadcast, network, electronic, and display media?

Which of the following elements of the marketing communications mix refers to any paid form of nonpersonal presentation and promotion of ideas, goods,...

_______ refers to the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they sell.

_______ refers to the means by which firms attempt to inform, persuade, and remind consumers—directly or indirectly—about the products and brands they...

M-commerce refers to ________.

M-commerce refers to ________. A) conducting business using mobile channels B) the use of mass media communications to attract customers C) providing...

Which of the following is a major threat facing the brick-and-mortar manufacturers when they add an e-commerce channel?

Which of the following is a major threat facing the brick-and-mortar manufacturers when they add an e-commerce channel? A) It creates the possibility...

Consumer surveys suggest that one of the most significant inhibitors of online shopping is the absence of ________.

Consumer surveys suggest that one of the most significant inhibitors of online shopping is the absence of ________. A) pleasurable experiences B)...

Exxon Consulting, works as an agent on behalf of business consumers to collect information on various industrial products. When faced with buying decisions, businesses can approach Exxon to obtain detailed information on the various options available to them. The company earns revenue by selling such information to various customers. Exxon Consulting can be called a(n) ________.

Exxon Consulting, works as an agent on behalf of business consumers to collect information on various industrial products. When faced with buying decisions,...

JSE Securities Exchange is the largest stock exchange in Africa. The JSE provides a market where securities can be traded freely under a regulated procedure. The company acts as an intermediary between the traders. JSE is an example of a(n) ________.

JSE Securities Exchange is the largest stock exchange in Africa. The JSE provides a market where securities can be traded freely under a regulated procedure....

A large retail chain in the United States decides to expand its operations by adding an online site for e-commerce. This is called a(n) ________ company.

A large retail chain in the United States decides to expand its operations by adding an online site for e-commerce. This is called a(n) ________ company. A)...

Which of the following is the most complete and accurate description of a pure-click company?

Which of the following is the most complete and accurate description of a pure-click company? A) These are companies that launch a Web site without...

Which of the following channel conflict resolution techniques is used only if everything else proves ineffective?

Which of the following channel conflict resolution techniques is used only if everything else proves ineffective? A) legal recourse B) mediation C)...

Co-optation is an effort by one organization to win the support of the leaders of another by ________.

Co-optation is an effort by one organization to win the support of the leaders of another by ________. A) including them in advisory councils B) engaging...

RX Corp. is a large manufacturer of electronic goods and sells its products through distributors and retailers. In order to keep pace with the growing use of the Internet, the company decides to start selling online. The company faces stiff opposition from its retailers as they believe that this will significantly reduce their profits. The company attempts to eliminate this resistance by offering its retailers commissions for processing and delivering orders received via the Web. This is an example of which of the following conflict resolution strategies?

RX Corp. is a large manufacturer of electronic goods and sells its products through distributors and retailers. In order to keep pace with the growing...

General Motors' executives work for a short time in some dealerships, and some dealership owners work in GM's dealer policy department. This strategy helps the company avoid conflicts with its dealers. This is an example of the ________ strategy.

General Motors' executives work for a short time in some dealerships, and some dealership owners work in GM's dealer policy department. This strategy...

A manufacturer wants to achieve rapid market penetration through a low-price policy. However, its dealers prefer to work with high margins and pursue short-run profitability. The major reason for this conflict is ________.

A manufacturer wants to achieve rapid market penetration through a low-price policy. However, its dealers prefer to work with high margins and pursue...

A franchisee owner is unsatisfied because the manufacturer provides more benefits to a wholesaler. This conflict is an example of a(n) ________ conflict.

A franchisee owner is unsatisfied because the manufacturer provides more benefits to a wholesaler. This conflict is an example of a(n) ________ conflict. A)...

Alcart Solutions is a large distributor of Aldor phones in Canada. The company distributes products to various retailers in the New Brunswick province. Recently Aldor received several complaints from its retailers that their orders are not delivered on time. They also complain that Alcart offers preferential treatment to some of the other retailers in the region. This is an example of ________ conflict.

Alcart Solutions is a large distributor of Aldor phones in Canada. The company distributes products to various retailers in the New Brunswick province....

Which of the following is a major advantage of adding more channels for selling?

Which of the following is a major advantage of adding more channels for selling? A) It helps the company increase its market coverage. B) It helps...

In a ________ marketing system, two or more unrelated companies put together resources or programs to exploit an emerging marketing opportunity.

In a ________ marketing system, two or more unrelated companies put together resources or programs to exploit an emerging marketing opportunity. A)...

A franchise organization is an example of a(n) ________ vertical marketing system.

A franchise organization is an example of a(n) ________ vertical marketing system. A) corporate B) administered C) contractual D) regulatory E) c...

In a retailer cooperative, ________.

In a retailer cooperative, ________. A) profits are equally divided among members B) members plan their advertising jointly C) nonmembers cannot buy...

A group of small sellers take the initiative and organize a new business entity to carry on wholesaling and possibly some production. This initiative is called a(n) ________.

A group of small sellers take the initiative and organize a new business entity to carry on wholesaling and possibly some production. This initiative...

A(n) ________ VMS consists of independent firms at different levels of production and distribution, integrating their programs on a contractual basis to obtain more economies or sales impact than they could achieve alone.

A(n) ________ VMS consists of independent firms at different levels of production and distribution, integrating their programs on a contractual basis...

An administered VMS coordinates successive stages of production and distribution through ________.

An administered VMS coordinates successive stages of production and distribution through ________. A) an automated central control unit B) single...

The most advanced supply-distributor arrangements for ________ vertical marketing systems rely on distribution programming.

The most advanced supply-distributor arrangements for ________ vertical marketing systems rely on distribution programming. A) corporate B) administered C)...

A(n) ________ vertical marketing system combines successive stages of production and distribution under single ownership.

A(n) ________ vertical marketing system combines successive stages of production and distribution under single ownership. A) corporate B) administered C)...

A(n) ________ includes the producer, wholesaler(s), and retailer(s) acting as a unified system.

A(n) ________ includes the producer, wholesaler(s), and retailer(s) acting as a unified system. A) parallel marketing channel B) vertical marketing...

What is the major difference between a conventional marketing channel and a vertical marketing system (VMS)?

What is the major difference between a conventional marketing channel and a vertical marketing system (VMS)? A) Elements in a conventional marketing...

A producer must modify its channel design and arrangements if ________.

A producer must modify its channel design and arrangements if ________. A) consumer buying patterns change B) the competition in the market stabilizes C)...

Who will most likely be willing to pay for high-value-added channels?

Who will most likely be willing to pay for high-value-added channels? A) early buyers of a product B) internal customers of a company C) small and...

A new firm typically starts as a local operation selling in a fairly circumscribed market by ________.

A new firm typically starts as a local operation selling in a fairly circumscribed market by ________. A) finding and developing new intermediaries B)...

Which of the following types of power is objectively observable?

Which of the following types of power is objectively observable? A) coercive power B) legitimate power C) group power D) expert power E) referent...

Hewlett-Packard is a highly respected brand. Many retailers want to be associated with the brand because of this reputation. What kind of power does Hewlett-Packard obtain due to this reputation?

Hewlett-Packard is a highly respected brand. Many retailers want to be associated with the brand because of this reputation. What kind of power does...

A manufacturer is using legitimate power when it ________.

A manufacturer is using legitimate power when it ________. A) requests a behavior that is warranted under the selling contract B) threatens to withdraw...

A manufacturer offers its intermediaries an extra benefit for performing a promotional activity. This is an example of the use of ________ power.

A manufacturer offers its intermediaries an extra benefit for performing a promotional activity. This is an example of the use of ________ power. A)...

______ power can be effective, but its exercise produces resentment and can lead the intermediaries to organize countervailing power.

______ power can be effective, but its exercise produces resentment and can lead the intermediaries to organize countervailing power. A) Coercive B)...

Which of the following problems is most likely when a sales agency is used instead of company salespeople?

Which of the following problems is most likely when a sales agency is used instead of company salespeople? A) The company will find it difficult...

Which marketing channel is associated with the highest value added per sale?

Which marketing channel is associated with the highest value added per sale? A) retail stores B) sales force C) distributors D) Internet E) telem...

Which of the following channels is associated with the lowest cost per transaction?

Which of the following channels is associated with the lowest cost per transaction? A) Internet B) telemarketing C) retail stores D) distributor E)...

_______ call(s) for the producer to establish a schedule of discounts and allowances that intermediaries see as equitable and sufficient.

_______ call(s) for the producer to establish a schedule of discounts and allowances that intermediaries see as equitable and sufficient. A) Exclusive...

Which of the following covers payment terms and producer guarantees?

Which of the following covers payment terms and producer guarantees? A) conditions of sale B) pricing policies C) exclusive dealings D) mutual services E)...

An intensive distribution strategy serves well for ________.

An intensive distribution strategy serves well for ________. A) premium cars B) commercial trucks C) private label products D) industrial equipment E)...

Exclusive dealing arrangements are mainly used by companies looking for an edge in markets increasingly driven by ________.

Exclusive dealing arrangements are mainly used by companies looking for an edge in markets increasingly driven by ________. A) price B) efficiency C)...

Which of the following is a major disadvantage of using the Internet as a marketing channel?

Which of the following is a major disadvantage of using the Internet as a marketing channel? A) It is less effective for complex products. B) It lacks...

Which of the following channel alternatives is most suited to handle complex products and transactions?

Which of the following channel alternatives is most suited to handle complex products and transactions? A) sales forces B) the Internet C) dealers D)...

Which of the following allows a firm to maintain control over the service level and obtain more dedicated and knowledgeable selling?

Which of the following allows a firm to maintain control over the service level and obtain more dedicated and knowledgeable selling? A) selective...

Which of the following types of distribution involves severely limiting the number of channel intermediaries?

Which of the following types of distribution involves severely limiting the number of channel intermediaries? A) exclusive B) selective C) intensive D)...

Atburex is a furniture manufacturing company in the United States. The company provides a sixty day credit period and EMI options to customers and also offers on-site delivery and installation. These special benefits refer to which of the following service outputs?

Atburex is a furniture manufacturing company in the United States. The company provides a sixty day credit period and EMI options to customers and also...

Which of the following terms refers to the add-on services, such as credit, delivery, installation, and repairs, provided by a marketing channel?

Which of the following terms refers to the add-on services, such as credit, delivery, installation, and repairs, provided by a marketing channel? A)...

As a service output produced by marketing channels, product variety refers to the ________.

As a service output produced by marketing channels, product variety refers to the ________. A) units the channel permits a customer to purchase at...

Toyota has an advantage over Lexus due to the fact that there are more Toyota dealers, which helps customers save on transportation and search costs in buying and repairing an automobile. Which of the following service outputs relates to this competitive advantage?

Toyota has an advantage over Lexus due to the fact that there are more Toyota dealers, which helps customers save on transportation and search costs...

Which of the following activities is a reverse-flow channel of marketing?

Which of the following activities is a reverse-flow channel of marketing? A) raw materials movement B) product recycling C) materials ordering D)...

A jobber in a three-level marketing channel is a(n) ________.

A jobber in a three-level marketing channel is a(n) ________. A) small-scale wholesaler B) external broker C) advertising agent D) independent evaluator E)...

A direct marketing channel is a ________.

A direct marketing channel is a ________. A) one-level channel B) two-level channel C) zero-level channel D) three-level channel E) reverse-flow ...

Which of the following entities is present in a zero-level marketing channel?

Which of the following entities is present in a zero-level marketing channel? A) consumers B) retailers C) brokers D) jobbers E) wholesalers An...

Which of the following is an example of a zero-level channel?

Which of the following is an example of a zero-level channel? A) A company takes online orders from customers and ships the products to them. B) An...

Producers often shift some functions to intermediaries. Which of the following is the most significant benefit of doing this?

Producers often shift some functions to intermediaries. Which of the following is the most significant benefit of doing this? A) It increases customer...

Identify the channel function that constitutes both backward and forward flow.

Identify the channel function that constitutes both backward and forward flow. A) obtaining funds for financing B) storage of physical goods C) persuasive...

Which of the following channel functions constitute only a backward flow?

Which of the following channel functions constitute only a backward flow? A) movement of physical goods B) placing orders with manufacturers C) persuasive...

Companies should first think of the target market and then design the supply chain backward from that point. This strategy is called ________.

Companies should first think of the target market and then design the supply chain backward from that point. This strategy is called ________. A)...

Which of the following is the most accurate description of a value network?

Which of the following is the most accurate description of a value network? A) A system of partnerships and alliances that a firm creates to source,...

A computer manufacturing company allows customers to place orders online, which they can later pick up from a convenient retail location. Which of the following terms best represents this practice?

A computer manufacturing company allows customers to place orders online, which they can later pick up from a convenient retail location. Which of the...

A firm uses its sales force to sell to large accounts and outbound telemarketing to sell to medium-sized accounts. The firm is using ________ marketing.

A firm uses its sales force to sell to large accounts and outbound telemarketing to sell to medium-sized accounts. The firm is using ________ marketing. A)...

Using the push strategy is most appropriate when ________.

Using the push strategy is most appropriate when ________. A) consumers are able to perceive differences between brands B) the product being sold...

When is a pull strategy appropriate?

When is a pull strategy appropriate? A) when there is low brand loyalty B) when consumers are able to perceive differences between brands C) when...

Spike Inc. is a sportswear manufacturer that recently launched its new line of customizable running shoes. The shoes come with a digital component that allows them to adapt to the runner's biomechanics. To promote this new product, Spike launches an advertising campaign and also ropes in a famous athlete to endorse the product. This is an example of a ________.

Spike Inc. is a sportswear manufacturer that recently launched its new line of customizable running shoes. The shoes come with a digital component that...

Total Beverages, a maker of fruit juices and health drinks, recently launched a new brand of packaged drinking water called AquaPure. In order to induce distributors to carry the product, Total offers all its intermediaries a free refrigerator to store bottles of AquaPure. This is an example of a ________.

Total Beverages, a maker of fruit juices and health drinks, recently launched a new brand of packaged drinking water called AquaPure. In order to induce...

A manufacturer uses the company's sales force and trade promotions to carry, promote, and sell products to end users. Which of the following strategies is this manufacturer using?

A manufacturer uses the company's sales force and trade promotions to carry, promote, and sell products to end users. Which of the following strategies...

A(n) ________ is a facilitator who assists in the distribution process.

A(n) ________ is a facilitator who assists in the distribution process. A) advertising agency B) sales agent C) manufacturer's representative D) broker E)...

Which of the following entities in the marketing channel is a merchant?

Which of the following entities in the marketing channel is a merchant? A) wholesalers B) brokers C) sales agents D) warehouses E) advertising ag...

______ are sets of interdependent organizations participating in the process of making a product or service available for use or consumption.

______ are sets of interdependent organizations participating in the process of making a product or service available for use or consumption. A) Marketing...

When sellers agree to provide free maintenance and repair services for a specified period of time at a specified contract price, they are offering ________.

When sellers agree to provide free maintenance and repair services for a specified period of time at a specified contract price, they are offering ________. A)...

When Johnson Controls reached beyond its climate control equipment and components business to manage integrated facilities by offering products and services that optimize energy use, it was said to be providing ________.

When Johnson Controls reached beyond its climate control equipment and components business to manage integrated facilities by offering products and...

Expensive equipment manufacturers not only install the equipment but also train the staff and undertake the maintenance and repair activities of the equipment. By doing so, they are providing ________.

Expensive equipment manufacturers not only install the equipment but also train the staff and undertake the maintenance and repair activities of the...

The product's purchase cost plus the discounted cost of maintenance and repair less the discounted salvage value gives the ________.

The product's purchase cost plus the discounted cost of maintenance and repair less the discounted salvage value gives the ________. A) service warranty...

Regular maintenance and repair costs are known as ________.

Regular maintenance and repair costs are known as ________. A) service contract costs B) out-of-pocket costs C) fixed costs D) facilitating services...

A ________ refers to any place at which a company seeks to manage a relationship with a customer, whether through people, technology, or some combination of the two.

A ________ refers to any place at which a company seeks to manage a relationship with a customer, whether through people, technology, or some combination...

When customers calculate the perceived economic benefits of a continuously provided service in relationship to the economic costs, they are gauging the ________.

When customers calculate the perceived economic benefits of a continuously provided service in relationship to the economic costs, they are gauging...

According to the dynamic process model, two different types of expectations have opposite effects on perceptions of service quality. One of these is that ________.

According to the dynamic process model, two different types of expectations have opposite effects on perceptions of service quality. One of these is...

The zone of ________ is a range where a service dimension is deemed satisfactory, anchored by the minimum level consumers are willing to accept and the level they believe can and should be delivered.

The zone of ________ is a range where a service dimension is deemed satisfactory, anchored by the minimum level consumers are willing to accept and...

Leo's manager has asked him and his teammates to demonstrate caring towards customers. They are instructed to learn the customers' names, and use the customers' names while interacting with them. Repeat customers should get special attention, and the team members should remember their preferences and habits. The manager is asking the team to be ________.

Leo's manager has asked him and his teammates to demonstrate caring towards customers. They are instructed to learn the customers' names, and use the...

Josh gets his bike serviced at Dean's Garage even though there's another garage much closer to home. He prefers Dean's because the work is usually done quickly and the staff try to solve the issues with the bike as soon as possible. Dean's Garage excels at which of the following five determinants of service quality?

Josh gets his bike serviced at Dean's Garage even though there's another garage much closer to home. He prefers Dean's because the work is usually done...

The customer service representatives at G.K.'s customer service center must know as much about the products as possible, so that they can help the customers solve their difficulties without sounding hesitant or unsure of themselves. Which of the following determinants of service quality are they being asked to demonstrate?

The customer service representatives at G.K.'s customer service center must know as much about the products as possible, so that they can help the customers...

The most important determinant of service quality is ________ which refers to the ability to perform the promised service dependably and accurately.

The most important determinant of service quality is ________ which refers to the ability to perform the promised service dependably and accurately. A)...

When Aaron went to his doctor for his annual checkup, he was asked to undergo a number of tests. Although the doctor assured Aaron that the tests were routine, Aaron thinks that the doctor is hiding a grave problem from him. What kind of a gap is apparent here?

When Aaron went to his doctor for his annual checkup, he was asked to undergo a number of tests. Although the doctor assured Aaron that the tests were...

Which of the following is an example of a gap between service delivery and external communications?

Which of the following is an example of a gap between service delivery and external communications? A) The employees at GBL have been asked to take...

The customer service representatives at a call center have been asked to handle each call in not more than five minutes. At the same time, they have been asked to answer all customer queries in detail and provide appropriate solutions. What kind of service gap is apparent here?

The customer service representatives at a call center have been asked to handle each call in not more than five minutes. At the same time, they have...

The customer service representatives at a call center have been asked to handle each call in not more than five minutes. A recent customer survey by the company revealed that customers appreciate it when employees take the time to answer their questions fully and listen to their grievances. What kind of service gap is apparent here?

The customer service representatives at a call center have been asked to handle each call in not more than five minutes. A recent customer survey by...

MGC Inc. organizes a company-wide picnic once a year. The organizers arranged for the best possible menu thinking that food would be a priority, but the staff were disappointed because the activities were very poorly planned. What kind of a gap is apparent here?

MGC Inc. organizes a company-wide picnic once a year. The organizers arranged for the best possible menu thinking that food would be a priority, but...

Dean recently had a BRZ broadband connection installed. However, the connection was bad and he didn't get the quality he required. He contacted BRZ about the problem, but the company did not solve his problem. Dean switched to Blue Broadband. Which of the following was the cause of Dean's switching behavior?

Dean recently had a BRZ broadband connection installed. However, the connection was bad and he didn't get the quality he required. He contacted BRZ...

Angela switched to a new hair stylist after getting a bad haircut from her previous stylist. This is an example of which of the following factors leading to customer switching behavior?

Angela switched to a new hair stylist after getting a bad haircut from her previous stylist. This is an example of which of the following factors leading...

Although Brenda previously used the U.S. Postal Service because it offered better prices on package shipping, she now uses only FedEx, because it gives her the facility of shipping from any FedEx Kinkos location 24 hours a day. Which of the following factors led to Brenda's customer switching behavior?

Although Brenda previously used the U.S. Postal Service because it offered better prices on package shipping, she now uses only FedEx, because it gives...

Belling Hotels provides complimentary breakfast buffets to all its guests. This is an example of a ________.

Belling Hotels provides complimentary breakfast buffets to all its guests. This is an example of a ________. A) primary service package B) service...

Customers who view a service as homogeneous ________.

Customers who view a service as homogeneous ________. A) only patronize a preferred service provider B) judge services on the basis of the providers C)...

The ________ rates the various elements of the service bundle and identifies required actions.

The ________ rates the various elements of the service bundle and identifies required actions. A) company performance analysis B) voice of customer...

Charles Schwab's best customers are instantly directed to customer service representatives, while other customers have to wait longer. Charles Schwab is trying to ________.

Charles Schwab's best customers are instantly directed to customer service representatives, while other customers have to wait longer. Charles Schwab...

Firms have decided to raise fees and lower service for those customers who barely pay their way and to coddle big spenders to retain their patronage as long as possible. This is an example of organizing customers by ________.

Firms have decided to raise fees and lower service for those customers who barely pay their way and to coddle big spenders to retain their patronage...

In which of the following does a customer respond to the technical quality of a service?

In which of the following does a customer respond to the technical quality of a service? A) Sara's preferred hair stylist is some miles away, but...

Susanna wanted to check out a new salon in her locality, so she decided to go for a hair styling session. She was very happy with the way her stylist connected and related with her concerns. She is judging the service based on its ________.

Susanna wanted to check out a new salon in her locality, so she decided to go for a hair styling session. She was very happy with the way her stylist...

______ refers to training and motivating employees to serve customers well.

______ refers to training and motivating employees to serve customers well. A) External marketing B) Promotional marketing C) Direct marketing D)...

______ refers to the normal work of preparing, pricing, distributing, and promoting the service to customers.

______ refers to the normal work of preparing, pricing, distributing, and promoting the service to customers. A) Interactive marketing B) Internal...

Often, a service problem arises from a customer's lack of understanding or ineptitude. Which of the following can help to minimize customer failures?

Often, a service problem arises from a customer's lack of understanding or ineptitude. Which of the following can help to minimize customer failures? A)...

Customers today want separate prices for each service element and they also want the right to select the elements they want. The customers are said to be pressing for ________.

Customers today want separate prices for each service element and they also want the right to select the elements they want. The customers are said...

Kaya, a chain of skin clinics, requests each new visitor to fill up their own details on a printed form. This is a step in ________.

Kaya, a chain of skin clinics, requests each new visitor to fill up their own details on a printed form. This is a step in ________. A) increasing...

Walmart has decided to hire extra clerks during the holiday season. It is said to be ________.

Walmart has decided to hire extra clerks during the holiday season. It is said to be ________. A) matching its supply with the existing demand B)...

Which of the following is an example of a complementary service?

Which of the following is an example of a complementary service? A) Big department stores usually hire extra staff to handle the rush during the holiday...

Cocktail lounges in restaurants are examples of ________.

Cocktail lounges in restaurants are examples of ________. A) differential pricing B) cultivating nonpeak demand C) complementary services D) reservation...

The Caesar Park Hotel generally caters to business customers during the week, but has now decided to promote minivacation weekends for non-business customers as well. What is the Caesar Park Hotel trying to do?

The Caesar Park Hotel generally caters to business customers during the week, but has now decided to promote minivacation weekends for non-business...

In which of the following cases is a service provider trying to increase non-peak demand?

In which of the following cases is a service provider trying to increase non-peak demand? A) A fine dining restaurant is promoting a breakfast service...

When a theater sells matinee movie tickets at low prices, it aims to shift some demand from the peak to the off-peak period. What is the strategy that the theater is said to be adopting?

When a theater sells matinee movie tickets at low prices, it aims to shift some demand from the peak to the off-peak period. What is the strategy that...

Jake had an appointment at the doctor's, but couldn't make it on time because he was caught in traffic. By the time he reached the doctor's office, the doctor had already begun with the next patient. This illustrates the ________ of services.

Jake had an appointment at the doctor's, but couldn't make it on time because he was caught in traffic. By the time he reached the doctor's office,...

In order to map out the service process, the points of customer contact, and the evidence of service from the customer's point of view, service firms should develop a ________.

In order to map out the service process, the points of customer contact, and the evidence of service from the customer's point of view, service firms...

Which of the following steps will help service firms to increase their quality control?

Which of the following steps will help service firms to increase their quality control? A) standardizing the service-performance process B) providing...

Which of the following will help a service provider overcome the limits imposed by the inseparability of services?

Which of the following will help a service provider overcome the limits imposed by the inseparability of services? A) using differential pricing B)...

Service quality depends on who provides them, when and where, and to whom. Thus, services are highly ________.

Service quality depends on who provides them, when and where, and to whom. Thus, services are highly ________. A) inseparable B) tangible C) variable D)...

The fact that services are typically produced and consumed simultaneously is known as the ________ aspect of services.

The fact that services are typically produced and consumed simultaneously is known as the ________ aspect of services. A) perishability B) intangibility C)...

Which of the following is true regarding services?

Which of the following is true regarding services? A) Services are typically produced, stored, and then consumed. B) Services are generally low in...

_______ refer(s) to logos, symbols, characters, and slogans that service providers use in order to make the service and its key benefits more tangible.

_______ refer(s) to logos, symbols, characters, and slogans that service providers use in order to make the service and its key benefits more tangible. A)...

BRZ Shoes positions itself as a young, adventurous brand. Its logo and brand communication try to give consumers a feeling of excitement and bravery. These ads appeal to the ________ dimension of brand experience.

BRZ Shoes positions itself as a young, adventurous brand. Its logo and brand communication try to give consumers a feeling of excitement and bravery....

BRZ Shoes targets the youth market with vibrant, visually appealing ads in modern styles. BRZ ads appeal to the ________ dimension of brand experience.

BRZ Shoes targets the youth market with vibrant, visually appealing ads in modern styles. BRZ ads appeal to the ________ dimension of brand experience. A)...

A brand that is action-oriented and causes consumers to engage in physical actions appeals to the ________ dimension of brand experience.

A brand that is action-oriented and causes consumers to engage in physical actions appeals to the ________ dimension of brand experience. A) sensory B)...

Which of the following will most help service providers overcome the limitation of intangibility of services when positioning itself?

Which of the following will most help service providers overcome the limitation of intangibility of services when positioning itself? A) using brand...

Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are bought. This is known as the ________ aspect of services.

Unlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are bought. This is known as the ________ aspect of services. A)...

Which one of the following is highest in search qualities?

Which one of the following is highest in search qualities? A) a play at a theater B) a meal at a restaurant C) a haircut D) psychotherapy E) a co...

Which one of the following would be considered high in credence qualities?

Which one of the following would be considered high in credence qualities? A) an interior of a house B) a restaurant C) a haircut D) psychotherapy E)...

Services high in ________ are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.

Services high in ________ are those services that have characteristics the buyer normally finds hard to evaluate even after consumption. A) trial...

Services high in ________ qualities have characteristics that the buyer can evaluate after purchase.

Services high in ________ qualities have characteristics that the buyer can evaluate after purchase. A) privacy B) experience C) credence D) search E)...

Services high in ________ have characteristics that the buyers can evaluate before purchase.

Services high in ________ have characteristics that the buyers can evaluate before purchase. A) search qualities B) experience qualities C) credence...

Some services require that the client be present to conduct the service. Which of the following is an example of such a service?

Some services require that the client be present to conduct the service. Which of the following is an example of such a service? A) pest control B)...

Which of the following is true for services?

Which of the following is true for services? A) All services are people-based, while goods are equipment-based. B) Service providers can be both for-profit...

Which of the following is an example of a pure service?

Which of the following is an example of a pure service? A) air travel B) psychotherapy C) baby oil D) a laptop E) a restaurant meal Answer:&nbs...

A flight with complementary drinks is an example of a ________.

A flight with complementary drinks is an example of a ________. A) major service with accompanying minor goods and services B) pure service C) pure...

Which of the following is an example of a hybrid service?

Which of the following is an example of a hybrid service? A) teaching B) car C) restaurant meal D) soap E) air travel Answer: ...

To which of the following categories of services does a cell phone belong?

To which of the following categories of services does a cell phone belong? A) major service with accompanying minor services B) major service with...

Which of the following is a characteristic of a service?

Which of the following is a characteristic of a service? A) It is essentially tangible. B) It does not result in the ownership of anything. C) Its...

Which of the following strategies should be adopted by marketers during a recession?

Which of the following strategies should be adopted by marketers during a recession? A) increase investment on marketing existing products B) focus...

______ is a distribution strategy that can be effectively used during the growth stage of the product life cycle.

______ is a distribution strategy that can be effectively used during the growth stage of the product life cycle. A) Building product awareness B)...

An alternate way to increase sales volume is to increase the usage rate among users. This can be done by ________.

An alternate way to increase sales volume is to increase the usage rate among users. This can be done by ________. A) converting nonusers B) having...

An alternate way to increase sales volume is to expand the number of users. This can be done by ________.

An alternate way to increase sales volume is to expand the number of users. This can be done by ________. A) having consumers use the product on more...

One of the ways to change the course of a brand is to modify the product. Under product modification, ________ adds size, weight, materials, supplements, and accessories that expand the product's performance, versatility, safety, or convenience.

One of the ways to change the course of a brand is to modify the product. Under product modification, ________ adds size, weight, materials, supplements,...

According to Peter Golder and Gerald Tellis, a(n) ________ is the first to develop a working model of the product.

According to Peter Golder and Gerald Tellis, a(n) ________ is the first to develop a working model of the product. A) developer B) creative pioneer C)...

During the ________ stage of a product's life cycle, sales show a downward drift and profits erode.

During the ________ stage of a product's life cycle, sales show a downward drift and profits erode. A) introduction B) growth C) decline D) obsolescence E)...

______ is a slowdown in sales growth because the product has achieved acceptance by most potential buyers.

______ is a slowdown in sales growth because the product has achieved acceptance by most potential buyers. A) Obsolescence B) Introduction C) Growth D)...

_____ is a period of rapid market acceptance and substantial profit improvement.

_____ is a period of rapid market acceptance and substantial profit improvement. A) Stagnancy B) Introduction C) Maturity D) Decline E) Growth ...

Campbell Soups is a newly established company that specializes in preparing healthy but tasty food for children under the age of 5. It is incurring huge productions costs, nonexistent profits, and slow sales growth. The company is in the ________ phase of its life cycle.

Campbell Soups is a newly established company that specializes in preparing healthy but tasty food for children under the age of 5. It is incurring...

_____ is the period of slow sales growth and nonexistent profits.

_____ is the period of slow sales growth and nonexistent profits. A) Growth B) Decline C) Maturity D) Introduction E) Stagnancy Answer: ...

When a bank takes loan requests over the phone and hand-delivers the money to the customer, it becomes a ________ specialist.

When a bank takes loan requests over the phone and hand-delivers the money to the customer, it becomes a ________ specialist. A) geographic B) job-shop C)...

A firm that is based in France designs jewelry and takes custom orders from around the world. They do not design more than 15 pieces of jewelry in a year and ensure that each design uses unique stones and is different from the other. Such nichemanship is an example of ________ specialist role.

A firm that is based in France designs jewelry and takes custom orders from around the world. They do not design more than 15 pieces of jewelry in a...

A job-shop specialist ________.

A job-shop specialist ________. A) sells only in a certain locality, region, or area of the world B) customizes its products for individual customers C)...

A market nicher is considered to be a(n) ________ specialist if the firm specializes in producing a certain type of product or product feature such as, Rent-a-Wreck, that rents only "beat-up" cars.

A market nicher is considered to be a(n) ________ specialist if the firm specializes in producing a certain type of product or product feature such...

Newman Inc. is a company that manufactures saddles specifically for horses that race in derbies in the U.S. and the UK. Within this context the firm is exhibiting the role of a ________ specialist.

Newman Inc. is a company that manufactures saddles specifically for horses that race in derbies in the U.S. and the UK. Within this context the firm...

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?

The key idea in successful nichemanship is specialization. Which of the following specialists would most closely be identified with the characterization...

Which of the following is true about market-nichers?

Which of the following is true about market-nichers? A) They are market followers in small markets. B) They tend to have high manufacturing costs. C)...

The market leader strategy ensures high sales volume, whereas the market nicher strategy allows firms to achieve ________.

The market leader strategy ensures high sales volume, whereas the market nicher strategy allows firms to achieve ________. A) high margin B) low margin C)...

An alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a ________.

An alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a ________. A)...

As a market follower, the ________ may choose to sell to different markets, but often it grows into a future challenger.

As a market follower, the ________ may choose to sell to different markets, but often it grows into a future challenger. A) imitator B) adapter C)...

As a(n) ________, BurgerJacks, a fast food chain selling low-price burgers, has differentiated on location by setting up base in the Middle East, a market which the current leader of the industry McDonalds has yet not exploited.

As a(n) ________, BurgerJacks, a fast food chain selling low-price burgers, has differentiated on location by setting up base in the Middle East, a...

The ________ copies some things from the leader but differentiates on packaging, advertising, pricing, or location.

The ________ copies some things from the leader but differentiates on packaging, advertising, pricing, or location. A) innovate B) adapt C) cloner D)...

Amani, a company that manufactures cloth for suits, strives to be equal to Armani in product design, brand name, and product packaging. This is an example of ________.

Amani, a company that manufactures cloth for suits, strives to be equal to Armani in product design, brand name, and product packaging. This is an example...

As a market follower strategy, the ________ emulates the leader's products, name, and packaging, with slight variations.

As a market follower strategy, the ________ emulates the leader's products, name, and packaging, with slight variations. A) counterfeiter B) cloner C)...

As a market follower strategy, the ________ duplicates the leader's product and packages and sells it on the black market or through disreputable dealers.

As a market follower strategy, the ________ duplicates the leader's product and packages and sells it on the black market or through disreputable dealers. A)...

In his article, "Innovative Imitation", Theodore Levitt argues that ________.

In his article, "Innovative Imitation", Theodore Levitt argues that ________. A) imitation is wrong and should be punished B) product imitation might...

Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of a(n) ________.

Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of a(n) ________. A) frontal...

The ________ attack offers the firm an opportunity to diversify into unrelated products, into new geographical markets, and leapfrogging into new technologies.

The ________ attack offers the firm an opportunity to diversify into unrelated products, into new geographical markets, and leapfrogging into new technologies. A)...

The ________ attack attempts to capture a significant share of the consumer market by launching a grand offensive on several fronts.

The ________ attack attempts to capture a significant share of the consumer market by launching a grand offensive on several fronts. A) frontal B)...

A(n) ________ is another name for identifying shifts in market segments that are causing gaps to develop, then rushing in to fill the gaps and developing them into strong segments.

A(n) ________ is another name for identifying shifts in market segments that are causing gaps to develop, then rushing in to fill the gaps and developing...

Pepsodent launched a new product that could whiten teeth, fight decay, and maintain fresh breath. Observing that Pepsodent did not focus on the dental sensitivity aspect, Colgate introduced a toothpaste which did all of the above and also protected sensitive teeth. This is an example of a(n) ________ attack.

Pepsodent launched a new product that could whiten teeth, fight decay, and maintain fresh breath. Observing that Pepsodent did not focus on the dental...

The ________ can be used when the challenger spots areas where the opponent is underperforming.

The ________ can be used when the challenger spots areas where the opponent is underperforming. A) encirclement attack B) frontal attack C) flank-geographic...

Epic Inc., a firm that produces chairs for offices, uses comparative advertising to inform the consumers that its products offer the same features and quality as the competitor's. This is an example of a(n) ________ attack.

Epic Inc., a firm that produces chairs for offices, uses comparative advertising to inform the consumers that its products offer the same features and...

In a pure ________ attack, the attacker matches its opponent's product, advertising, price, and distribution.

In a pure ________ attack, the attacker matches its opponent's product, advertising, price, and distribution. A) guerilla B) bypass C) encirclement D)...

For a market challenger, attacking ________ is a high risk but potentially high payoff strategy, which also allows it to distance itself from other challengers.

For a market challenger, attacking ________ is a high risk but potentially high payoff strategy, which also allows it to distance itself from other...

A firm that is willing to maintain its market share, and not attack the leader and other competitors in an aggressive bid for further market share, is known as a ________.

A firm that is willing to maintain its market share, and not attack the leader and other competitors in an aggressive bid for further market share,...

When large companies can no longer defend all their territory, they launch a ________ defense where they give up weaker markets and reassign resources to stronger ones.

When large companies can no longer defend all their territory, they launch a ________ defense where they give up weaker markets and reassign resources...

When "petroleum" companies such as BP sought to recast themselves as "energy" companies, increasing their research into the oil, coal, nuclear, hydroelectric, and chemical industries, these companies were employing a ________ strategy.

When "petroleum" companies such as BP sought to recast themselves as "energy" companies, increasing their research into the oil, coal, nuclear, hydroelectric,...

Market broadening and market diversification are likely tactics employed in ________ strategies.

Market broadening and market diversification are likely tactics employed in ________ strategies. A) position defense B) flank defense C) preemptive...

In ________, the market leader stretches its domain over new territories that can serve as future centers for defense and offense.

In ________, the market leader stretches its domain over new territories that can serve as future centers for defense and offense. A) counteroffensive...

In a ________ defense strategy, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it's forced to pull back to defend itself.

In a ________ defense strategy, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it's forced...

The defensive marketing strategy wherein a stream of new products are introduced by a firm and are announced in advance are referred to as ________ defense.

The defensive marketing strategy wherein a stream of new products are introduced by a firm and are announced in advance are referred to as ________...

______ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action across the market and keeping everyone off balance.

______ is an aggressive maneuver where the firm attacks first, perhaps with guerrilla action across the market and keeping everyone off balance. A)...

A marketing manager has planned a strategy that will require the organization to erect outposts to protect its weak front-running brands. In this ________ defense, the outposts will be central to the organization's new competitive strategy.

A marketing manager has planned a strategy that will require the organization to erect outposts to protect its weak front-running brands. In this ________...

______ defense involves occupying the most desirable market space in the minds of the consumers and making the brand almost impregnable.

______ defense involves occupying the most desirable market space in the minds of the consumers and making the brand almost impregnable. A) Position B)...

Which of the following is true about proactive marketing?

Which of the following is true about proactive marketing? A) A company needs creative anticipation to see the writing on the wall. B) Proactive companies...

Sony is an unusual market leader. It gives its customers new products that they have never asked for (e.g., Walkmans, VCRs, video cameras, CDs). This makes Sony a(n) ________ firm.

Sony is an unusual market leader. It gives its customers new products that they have never asked for (e.g., Walkmans, VCRs, video cameras, CDs). This...

______ marketers are not just market-driven, they are proactive market-driving firms.

______ marketers are not just market-driven, they are proactive market-driving firms. A) Creative B) Responsive C) Inexperienced D) Laidback E) A...

A(n) ________ marketer discovers solutions customers did not ask for but to which they enthusiastically respond.

A(n) ________ marketer discovers solutions customers did not ask for but to which they enthusiastically respond. A) laidback B) responsive C) inexperienced D)...

A(n) ________ marketer looks ahead to needs customers may have in the near future.

A(n) ________ marketer looks ahead to needs customers may have in the near future. A) laidback B) creative C) inexperienced D) responsive E) anti...

To satisfy customers, a(n) ________ marketer finds a stated need and fills it.

To satisfy customers, a(n) ________ marketer finds a stated need and fills it. A) creative B) responsive C) anticipative D) laidback E) inexperie...

Which of the following is the most constructive response a market leader can make when defending its market share?

Which of the following is the most constructive response a market leader can make when defending its market share? A) maintain basic cost control B)...

Clorox runs ads stressing the many benefits of its bleach, such as how it eliminates kitchen odors, in order to generate additional opportunities to use the brand in the same basic way. This is an attempt to ________.

Clorox runs ads stressing the many benefits of its bleach, such as how it eliminates kitchen odors, in order to generate additional opportunities to...

Oliver, a company that produces different types of olive oil, launched a promotional campaign focusing on the alternative uses of olive oil. What strategy is the company implementing to expand its total market demand?

Oliver, a company that produces different types of olive oil, launched a promotional campaign focusing on the alternative uses of olive oil. What strategy...

When food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the ________ of the brand.

When food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the ________ of the brand. A)...

Which of the following marketing strategies requires either identifying additional opportunities to use the brand in the same basic way or identifying completely new and different ways to use the brand?

Which of the following marketing strategies requires either identifying additional opportunities to use the brand in the same basic way or identifying...

A market leader on the look out for more usage from existing customers should focus on increasing the frequency of consumption and ________.

A market leader on the look out for more usage from existing customers should focus on increasing the frequency of consumption and ________. A) decreasing...

Trendz Inc. is a leading brand of fashion clothing and accessories based in Houston. After gaining a strong foothold in the U.S., the company wants to foray into foreign markets. The management at Trends knows that people residing in other countries are likely to have different tastes and preferences, so they may have to redesign some of their offerings. Which of the following strategies is Trendz using?

Trendz Inc. is a leading brand of fashion clothing and accessories based in Houston. After gaining a strong foothold in the U.S., the company wants...

When firms look for new users in groups that have never used the product before, the firm is using the ________ strategy.

When firms look for new users in groups that have never used the product before, the firm is using the ________ strategy. A) new-market segment B)...

When a firm looks for new users in groups that might use the product but do not, the firm is using the ________ strategy.

When a firm looks for new users in groups that might use the product but do not, the firm is using the ________ strategy. A) new-market segment B)...

When the total market expands, the ________ usually gains the most.

When the total market expands, the ________ usually gains the most. A) market challenger B) market leader C) market follower D) market nicher E) market...

The ________ has the largest market share and usually shows the way to other firms in price changes, new-product introductions, distribution coverage, and promotional intensity.

The ________ has the largest market share and usually shows the way to other firms in price changes, new-product introductions, distribution coverage,...