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Q. Which of the following techniques was suggested by Freud to trace a person's motivations from the stated instrumental ones to the more terminal ones?

Q. ____ is the set of forces that causes people to engage in one behavior rather than some alternative behavior.

Q.____ theory teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.

Ans. Learning

Q.Cognitive psychologists believe that memory is ____, so that once information becomes stored in memory, its strength of association decays very slowly.

Ans. extremely durable

Q.___ accounting refers to the manner in which consumers code, categorize, and evaluate financial outcomes of choices.

Ans. Financial

Q.Which of the following techniques was suggested by Freud to trace a person's motivations from the stated instrumental ones to the more terminal ones?

Ans. laddering

Q.__ risk occurs if the product fails to perform up to expectations.

Ans. Functional

Q.Jose and Erika have just divorced. Which of the following demographic segmentation subsegment formats might be used by marketers to reach Jose or Erika?

Ans. life stage

Q.Which of the following is NOT an example of a descriptive characteristic used to define segments?

Ans. consumer geography

Q.Which of the following best represents the chief advantage of pursuing a selective specialization multisegment strategy?

Ans.It diversifies the firm's risk.

Q.To meet the ____ criterion of useful market segments, it must be possible to formulate effective programs for attracting and serving the segments.

Ans.actionable

Q.Those who favor localized marketing see national advertising as wasteful because it ____.

Ans.fails to address local needs

Q.A ____ offering consists of two parts: a naked solution and discretionary options.

Ans.flexible market

Q.Volkswagen concentrates on the small-car market and Porsche on the sports car market. These would be examples of what is called ____.

Ans.single-segment concentration

Q.Which of the following statements about market segmentation is true?

Ans.It is a process of identifying and profiling distinct groups of buyers who differ in their needs and wants.

Q.In ____ marketing, the firm ignores segment differences and goes after the whole market with one offer.

Ans.mass

Q.Rock band Foo Fighters created a digital street team that sends targeted e-mail messages to members who receive exclusive news, previews, and opportunities to win prizes. The Foo Fighters are using ____ to reach Generation Y.

Ans.online buzz

Q.The three criteria that determine whether a brand association can truly function as a point-of-difference are ____.

Ans.deviance, peculiarity, deformity

Q.A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following?

Ans.Dove soap helps users have softer skin.

Q. Q.Points-of-____ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.

Ans.parity

Q. Q .Which of the following is NOT one of the specific branding guidelines for small businesses?

Ans.Use a trial-and-error approach.

Q. Q .Which of the following is an example of image differentiation?

Ans.The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.

Q. The result of positioning is the successful creation of ____, which provides a cogent reason why the target market should buy the product.

Ans.a customer-focused value proposition

Q. ___ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

Ans.Positioning

Q. __ are visual representations of consumer perceptions and preferences.

Ans.Perceptual maps

Q. Perdue's cogent reason why a target market should buy its chicken is "More tender golden chicken at a moderate premium price," also known as its ____.

Ans.customer-focused value proposition

Q. Which of the following types of differentiation relates to companies having better-trained personnel who provide superior customer service?

Ans.employee differentiation

Q. ___ describes the product's look and feel to the buyer; it has an advantage of creating distinctiveness that is difficult to copy.

Ans.Style

Q. Ideal ____ would exist if users could fix the product themselves with little cost in money or time.

Ans.reparability

Q. A customer judges a product offering by three basic elements: product features and quality, services mix and quality, and ____.

Ans.price

Q. Buyers expect products to have high ____, which is the degree to which all produced units are identical and meet promised specifications.

Ans.performance quality

Q. In increasingly fast-paced markets, price and technology are not enough. ____ is the factor that will often give a company its competitive edge and is defined as the totality of features that affect how a product looks, feels, and functions in terms of customer requirements.

Ans.Design

Q. Ideal ____ would exist if users could fix the product themselves with little cost in money or time.

Ans.reparability

Q. Because ____ are purchased frequently, marketers should make them available in many locations, charge only a small markup, and advertise heavily to induce trial and build preference.

Ans.nondurable goods

Q. In increasingly fast-paced markets, price and technology are not enough. ____ is the factor that will often give a company its competitive edge and is defined as the totality of features that affect how a product looks, feels, and functions in terms of customer requirements.

Ans.Design

Q. A ____ is anything that can be offered to a market to satisfy a want or need, including physical goods, services, experiences, events, persons, places, properties, organizations, information, and ideas.

Ans.product

Q. For price discrimination to work ____.

Ans.the practice must not breed customer resentment and ill will

Q. __ reward dealers for participating in advertising and sales support programs.

Ans.Promotional allowances

Q. A(n) ____ is an extra payment designed to gain reseller participation in special programs.

Ans.allowance

Q. Everyday low pricing is most suitable if ____.

Ans.the cost of conducting frequent sales and promotions is high

Q. When a company introduces a product at a high price and then gradually drops the price over time, it is pursuing a ____ strategy.

Ans.market-skimming pricing

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

Ans.obtaining funds for financing

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

Ans.It helps the company increase its market coverage.

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

Ans.consumers

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

Ans.product recycling

Q. __ channel conflict occurs between channel members at the same level.

Ans.Horizontal

Q. A(n) ____ appeal is a creative strategy that elaborates on a nonproduct-related benefit or image.

Ans.transformational

Q. 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?

Ans.advertising

Q. According to the hierarchy-of-effects model, which of the following corresponds to the affective stage that a buyer passes through?

Ans.conviction

Q. Which of the following personal communication channels consist of company salespeople contacting buyers in the target market?

Ans.advocate channels

Q. ___ 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.

Ans.Word-of-mouth marketing

Q. A winning formula for many ____ brands is craftsmanship, heritage, authenticity, and history, often critical to justifying a sometimes extravagant price.

Ans.Word-of-mouth marketing

Q. The way the user performs the tasks of getting and using products and related services is the user's total ____.

Ans.consumption system

Q. The ____ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.

Ans.consistence

Q. If the Ford GT is designed to accelerate to 50 miles per hour within 10 seconds, and every Ford GT coming off the assembly line does this, the model is said to have high ____.

Ans.conformance quality

Q. The five product levels constitute a ____. At each level more customer value is added.

Ans.customer value-hierarchy

Q. A company does not set a final price until the product is finished or delivered. This is known as ____.

Ans.delayed quotation pricing

Q. When hotels, motels, and airlines offer discounts in slow selling periods, they are said to be offering ____.

Ans.seasonal discounts

Q. A company that is looking to maximize its market share would do well to follow ____ pricing.

Ans.market-penetration

Q. Companies who believe that higher sales volume leads to lower unit costs and higher long-run profits are attempting to ____.

Ans.maximize their market share

Q. Companies who believe that higher sales volume leads to lower unit costs and higher long-run profits are attempting to ____.

Ans.maximize their market share

Q. Which of the following covers payment terms and producer guarantees?

Ans.conditions of sale

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

Ans.price

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

Ans.sales force

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

Ans.sales force

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

Ans.Price policy