Question 1
2 out of 2 points
Plastics.com allows plastics buyers to search the best prices among thousands
of plastics sellers. Plastics.com is an example of a(n) ________.
Selected
Answer: vertical
market
Question 2
2 out of 2 points
In a ________ purchasing situation, the buyer wants to make some change to
existing product specifications, prices, delivery requirements, or other terms.
Selected
Answer: modified
rebuy
Question 3
2 out of 2 points
A ________ relationship is a cooperative one where the seller adapts to meet the
customers' needs without expecting much adaptation or change in exchange.
Selected
Answer: customer is
king
Question 4
2 out of 2 points
The partners in ________ systems are united in operational ways, but neither
demonstrates structural commitment through legal means or adaptation.
Selected
Answer: collaborati
ve
Question 5
2 out of 2 points
________ occurs when customers are given a perspective or point of view that
allows the firm to "put its best foot forward."
Selected
Answer: Framin
g
Question 6
2 out of 2 points
Which of the following is a step in the straight rebuy buyclass?
Selected
Answer: product
specification
Question 7
2 out of 2 points
________ investments are those expenditures tailored to a particular company
and value chain partner.
Selected
Answer: Speci
fic
Question 8
2 out of 2 points
Praxair Limited is a supplier of synthetic graphite to a number of electrode
manufacturers in the United States. Its customers have shifted their ordering
responsibilities to Praxair and the company regularly monitors its customers'
inventory levels and has taken responsibility for replenishing the supplies
automatically through continuous replenishment programs. Which of the
following systems do Praxair and its customers follow with respect to order-
routine specification?
Selected
Answer: Vendor Managed Inventory
(VMI)
Question 9
2 out of 2 points
Which of the following is true about industrial buying decisions?
Selected
Answer: They service both the organization's and the
individual's needs.
Question 10
2 out of 2 points
Which of the following relationships is characterized by much trust and
commitment leading to a true partnership?
Selected
Answer: collaborati
ve
Question 11
2 out of 2 points
Which of the following is the first stage of the internationalization process that
can induce firms to enter the international arena?
Selected
Answer: no regular export
activities
Question 12
2 out of 2 points
Dumping occurs when a company ________.
Selected
Answer: entering a foreign market charges either less than its costs or
less than it charges at home
Question 13
2 out of 2 points
Which of the following causes a difference between marketing in developed
countries and marketing in developing countries?
Selected
Answer: There are substantial cultural differences between the developed
and the developing world.
Question 14
2 out of 2 points
A market survey by LG revealed that Indians preferred not to mix vegetarian
and non-vegetarian food items. Hence, LG refrigerators in India include a special
convertible box with separate compartments to store and control the
temperature of vegetarian and non-vegetarian food. This is an example of
customizing ________ to local needs.
Selected
Answer: product
features
Question 15
2 out of 2 points
As a result of the ad campaigns depicting Brazil as a multicultural land of
carnivals and beaches, any mention of the country makes people think of sun
and sand. This is an example of ________.
Selected
Answer: country-of-origin
effect
Question 16
2 out of 2 points
Which of the following is a risk that firms must consider prior to expanding
abroad?
Selected
Answer: The foreign country's business culture may be too different from
the domestic country.
Question 17
2 out of 2 points
Microsoft sold more than 60 million licenses and upgrades of Windows 8 in the
first 10 weeks after its October 26, 2012, global launch. Marketing spanned 42
countries with TV, print, and banner ads, outdoor posters, and branded
entertainment. They used a ________ approach for the launch.
Selected
Answer: sprinkl
er
Question 18
2 out of 2 points
Hotel chains such as Hyatt and Marriott sell a variation of the licensing
agreement called ________ to the owners of foreign hotels to manage these
businesses for a fee.
Selected
Answer: management
contracts
Question 19
2 out of 2 points
Which of the following statements about Gen Xers is true?
Selected
Answer: Gen Xers feel self-sufficiency and the ability to handle any
circumstance are key.
Question 20
2 out of 2 points
Regardless of the type of segmentation scheme used, the key is adjusting the
marketing program to recognize ________.
Selected
Answer: customer
differences
Question 21
2 out of 2 points
Dennis requests his father to buy him a PlayStation® for his birthday. With
respect to consumer decision roles, which role is Dennis currently playing?
Selected
Answer: initiato
r
Question 22
2 out of 2 points
Newlyweds in the United States buy more in the first six months than an
established household does in five years. Newlyweds are an example of a(n)
________ segment.
Selected
Answer: life
stage
Question 23
2 out of 2 points
________ are the most fashion-conscious of all racial and ethnic groups and are
more likely to be influenced by their children when selecting a product for
purchase, and less likely to be influenced by unfamiliar brands.
Selected
Answer: African
Americans
Question 24
2 out of 2 points
A company can learn a great deal by analyzing the degrees of brand loyalty. For
example, ________ can help identify the products' strengths.
Selected
Answer: hard-core
loyals
Question 25
0 out of 2 points
If a marketing manager employs such marketing techniques as student
ambassadors, cool events, and street teams to reach target markets, the
manager is most likely appealing to the ________ market.
Selected
Answer: Silent
generation
Question 26
2 out of 2 points
Jose and Erika have just divorced. Which of the following demographic
segmentation subsegment formats might be used by marketers to reach Jose or
Erika?
Selected
Answer: life
stage
Question 27
2 out of 2 points
American Express' "World-Class Service, Personal Recognition," Mary Kay's
"Enriching women's lives," Hallmark's "Caring Shared," and Starbucks'
"Rewarding Everyday Moments" are examples of brand ________.
Selected
Answer: mantr
as
Question 28
2 out of 2 points
Which of the following statements about brand mantras is true?
Selected
Answer: They can provide guidance about what ad campaigns to run and
where and how to sell the brand.
Question 29
2 out of 2 points
A ________ advantage is one that a company can use as a springboard to new
advantages.
Selected leveragea
Answer: ble
Question 30
2 out of 2 points
Philip Morris bought Miller Brewing and launched low-calorie beer, at a time
when consumers had the impression that low-calorie beer does not taste as
good as normal beer. What does the company assure by stating that the beer
tastes good?
Selected
Answer: points-of-
parity
Question 31
2 out of 2 points
The typical approach to positioning is to inform consumers of a brand's category
membership before stating its point-of-________.
Selected
Answer: differen
ce
Question 32
2 out of 2 points
________ are defined as companies that satisfy the same customer need.
Selected
Answer: Competito
rs
Question 33
2 out of 2 points
Brand mantras typically are designed to capture the brand's points-of-________,
that is, what is unique about the brand.
Selected
Answer: differen
ce
Question 34
2 out of 2 points
Consumers might not consider a hand sanitizer truly a hand sanitizer unless
they are gels designed to apply topically, contain alcohol that kills the germs
present on the skin, and developed for use after washing hands or for those
times when soap and water are not available. These service elements are
considered ________.
Selected
Answer: category points-of-
parity
Question 35
0 out of 2 points
With respect to the "six brand building blocks," brand ________ are customers'
emotional responses and reactions with respect to the brand.
Selected
Answer: performanc
es
Question 36
0 out of 2 points
According to BrandAsset® Valuator model, leadership brands show ________.
Selected
Answer: higher levels of differentiation and energy than relevance,
whereas both esteem and knowledge are lower still
Question 37
2 out of 2 points
Christian Louboutin is a footwear designer who launched his line of high-end
women's shoes in France in 1991. The brand caters to an elite clientele whose
satisfaction with the brand has always been evident. Apart from being high-end,
Louboutin footwear signifies power in elite social circles. Celebrities are often
seen sporting "Loubs" at special occasions, such as movie premieres. This has
resulted in people associating Louboutin footwear with class and power. In
accordance with the BrandAsset® Valuator model, which of the following
components of brand equity has Louboutin fulfilled in this scenario?
Selected
Answer: estee
m
Question 38
2 out of 2 points
Brand ________ are devices that can be trademarked and serve to identify and
differentiate the brand.
Selected
Answer: elemen
ts
Question 39
2 out of 2 points
Christian Louboutin is a footwear designer who launched his line of high-end
women's shoes in France in 1991. Since 1992, his designs have incorporated the
shiny, red-lacquered soles that have become his signature. These red-lacquered
soles and high stilettos of Louboutin distinguish him from other designer shoe
brands. In accordance with the BrandAsset® Valuator model, which of the
following components of brand equity has Louboutin fulfilled in this scenario?
Selected
Answer: energized
differentiation
Question 40
2 out of 2 points
With respect to the brand building pyramid, the branding objective of
developing deep, broad brand awareness corresponds to which of the following
"building block levels"?
Selected
Answer: salien
ce
Question 41
2 out of 2 points
With respect to the "six brand building blocks," brand ________ signifies how well
the product or service meets customers' functional needs.
Selected
Answer: performan
ce
Question 42
2 out of 2 points
Which of the following is NOT a weakness of a customer equity perspective
(relative to a brand equity perspective)?
Selected
Answer: It has quantifiable measures of financial
performance.
Question 43
2 out of 2 points
When Starbucks introduced its Tazo Tea line to bring in new customers who had
never gone to Starbucks because they don't drink coffee, Starbucks was
employing a ________ strategy.
Selected
Answer: new-market
segment
Question 44
2 out of 2 points
________ marketers are not just market-driven, they are proactive market-driving
firms.
Selected
Answer: Creati
ve
Question 45
2 out of 2 points
Campbells is a newly established company that specializes in preparing healthy
but tasty food for children under the age of 5. It is incurring huge production
costs, nonexistent profits, and slow sales growth. The company is in the ________
phase of its life cycle.
Selected
Answer: introducti
on
Question 46
2 out of 2 points
WD40 offers a Smart Straw version of its popular multipurpose lubricant with a
built-in straw that pops up for use. This is an example of which of the following
main strategies for growing the core of the business?
Selected
Answer: Offer the core product in new formats or
versions.
Question 47
2 out of 2 points
________ is the period of slow sales growth and nonexistent profits.
Selected
Answer: Introducti
on
Question 48
2 out of 2 points
________ is a slowdown in sales growth because the product has achieved
acceptance by most potential buyers.
Selected
Answer: Maturit
y
Question 49
2 out of 2 points
Aron, a company manufacturing snack food and soft drinks, replicates its
product taste and packaging from Lay's, a market leader in snack food industry.
Later, it sells these imitated products on the black market. This is an example of
________.
Selected
Answer: counterfeiti
ng
Question 50
2 out of 2 points
________ is a period of rapid market acceptance and substantial profit
improvement.
Selected
Answer: Growt
h
Powered by TCPDF (www.tcpdf.org)
