Instuderingsfr%C3%A5gor - Marknadsf%C3%B6ring[1]

INSTUDERINGSFRÅGOR KAPITEL 1 & 2

1. Good marketing is no accident, but a result of careful planning and ________.

a. execution

b. selling

c. strategies

d. tactics

e. research

2. The most formal definition of marketing is ________.

a. meeting needs profitably

b. identifying and meeting human and social needs

c. the 4Ps (Product, Price, Place, Promotion)

d. an organizational function and a set of processes for creating, communicating, and delivering, value to customers, and for managing customer relationships in ways that benefit the organization and its stake holders.

e. improving the quality of life for consumers

3. Marketing management is ________.

a. managing the marketing process

b. monitoring the profitability of the companies products and services

c. selecting target markets

d. developing marketing strategies to move the company forward

e. the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value

4. ________ goods constitute the bulk of most countries’ production and marketing efforts.

a. Durable

b. Impulse

c. Physical

d. Service

e. Event

5. ________ can be produced and marketed as a product.

a. Information

b. Celebrities

c. Durable goods

d. Organizations

e. Properties

6. ________ is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the ________.

a. salesperson, customer

b. fund raiser, contributor

c. politician, voter

d. marketer, prospect

e. celebrity, audience

7. Companies selling mass consumer goods and services such as soft drinks, cosmetics, air travel, and athletic shoes and equipment spend a great deal of time trying to establish a superior brand image in markets called ________.

a. business markets

b. global markets

c. consumer markets

d. nonprofit and governmental markets

e. service markets

8. Customers are showing greater price sensitivity in their search for ________.

a. the right product

b. the right service

c. the right store

d. value

e. relationships

9. The ________ is practiced most aggressively with unsought goods, goods that buyers normally do not think of buying, such as insurance, encyclopedias, and funeral plots.

a. marketing concept

b. selling concept

c. production concept

d. product concept

e. holistic marketing concept

10. Marketers argue for a ________ in which all functions work together to respond to, serve, and satisfy the customer.

a. cross-functional team orientation

b. collaboration model

c. customer orientation

d. management-driven organization

e. total quality model

11. ________ can be seen as the development, design, and implementation of marketing programs, processes, and activities that recognizes the breadth and interdependencies of their effects.

a. Niche marketing

b. Holistic marketing

c. Relationship marketing

d. Supply-chain marketing

e. Demand-centered marketing

12. Companies who form a ________ collect information on each customer’s past transactions, demographics, psychographics, and media and distribution preferences.

a. sales network

b. holistic union

c. marketing network

d. supply-chain network

e. integrated network

13. One traditional depiction of marketing activities is in terms of the marketing mix or four Ps. The four Ps are characterized as being ________.

a. product, positioning, place, and price

b. product, production, price, and place

c. promotion, place, positioning, and price

d. place, promotion, production, and positioning

e. product, price, promotion, and place

14. ________ reflects the perceived tangible and intangible benefits and costs to customers.

a. Loyalty

b. Satisfaction

c. Value

d. Expectations

e. Comparison shopping

KAPITEL 31. A key ingredient of the marketing management process is insightful, ________ marketing strategies and plans that can guide marketing activities.

a. creative

b. measurable

c. macro

d. micro

e. niche

2. The task of any business is to deliver ________ at a profit.

a. customer needs

b. products

c. customer value

d. products and services

e. improved quality

3. The traditional view of marketing is that the firm makes something and then ________ it.

a. markets

b. sells

c. distributes

d. prices

e. services

4. The last step in the value creation and delivery sequence is ________ the value where the sales force, sales promotion, advertising, and other communication tools announce and promote the product.

a. developing

b. distributing

c. communicating

d. reversing

e. researching

5. The ________ is a tool for identifying ways to create more customer value.

a. value chain

b. customer survey

c. brand loyalty index

d. promotion channel

e. supplier database

6. Another way to describe a value delivery network (partnering with specific suppliers and distributors) is to call it a ________.

a. teamwork group

b. cabal

c. domestic power center

d. link to relationships

e. supply chain

7. Most large companies consist of four organizational levels: the ________, the division level, the business unit level, and the product level.

a. board of director level

b. major stakeholder level

c. management team level

d. corporate level

e. strategic level

8. The ________ is the central instrument for directing and coordinating the marketing effort.

a. strategic plan

b. marketing plan

c. tactical plan

d. customer value statement

e. corporate mission

9. The ________ process consists of corporate, division, business, and product planning.

a. implementing

b. controlling

c. innovation

d. planning

e. competitive

10. Mission statements are at their best when they reflect a ________.

a. market

b. strength

c. competency

d. vision

e. value

KAPITEL 51. ________ consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.

a. A marketing information system

b. A marketing research system

c. A marketing intelligence system

d. A promotional campaign

e. A marketing database

2. A ________ is “unpredictable, short-lived, and without social, economic, and political significance.”

a. fad

b. fashion

c. trend

d. megatrend

e. style

3. A ________ is a direction or sequence of events that has some momentum and durability; the shape of the future is revealed and many opportunities are provided.

a. fad

b. fashion

c. trend

d. megatrend

e. style

4. The main demographic force that marketers monitor is(are) ________.

a. suppliers

b. competitors

c. communication (such as advertising)

d. government reports dealing with birth rates

e. population

5. Which of the following would be the best illustration of a subculture?

a. A softball team.

b. A university alumni association.

c. Teenagers.

d. A Boy Scout troop.

e. Frequent flyers.

KAPITEL 71. ________ is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

a. Target marketing

b. Psychographic segmentation

c. Psychology

d. Consumer behavior

e. Product differentiation

2. The fundamental determinant of a person’s wants and behavior is the person’s ________.

a. psyche

b. national origin

c. culture

d. peer group

e. family tree

3. Which of the following would be the best illustration of a subculture?

a. A religion.

b. A group of close friends.

c. Your university.

d. A fraternity or sorority.

e. Your occupation.

4. People choose products that reflect and communicate their role and actual or desired ________ in society.

a. group

b. status

c. attitudes

d. beliefs

e. feelings

5. The buying process starts when the buyer recognizes a _________.

a. product

b. an advertisement for the product

c. a salesperson from a previous visit

d. problem or need

e. an internal cue

KAPITEL 81. To create and capture value, sellers need to understand business organizations’ needs, resources, policies, and ________.

a. demands

b. protocols

c. strategies

d. buying procedures

e. personnel policies

2. The ________ consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others.

a. business market

b. consumer market

c. e-commerce market

d. global market

e. supplier market

3. The demand for business goods is ultimately derived from the demand for ________.

a. raw materials

b. consumer goods

c. electronics

d. business solutions

e. e-commerce

4. The purchasing department buys office supplies on a routine basis. This type of purchase is classified as a ________.

a. straight rebuy

b. modified rebuy

c. new task

d. secondary purchase

e. preordained purchase

5. The business buyer makes the fewest decisions in the ________.

a. modified rebuy

b. regular buy

c. straight rebuy

d. new buy

e. new task buy

6. ________ is composed of all those individuals and groups who participate in the purchasing decision-making process, who share some common goals and the risks arising from their decisions.

a. The buying center

b. The marketing sales team

c. Strategic management

d. Engineering support

e. The logistics center

7. In the purchasing decision process, the ________ are those who have the power to prevent sellers or information from reaching members of the buying center.

a. gatekeepers

b. buyers

c. initiators

d. approvers

e. deciders

8. To the ________ price is everything and transactional selling is used.

a. solution-oriented customers

b. income-oriented customers

c. gold-standard customers

d. strategic-value customers

e. price-oriented customers

9. Peter Kraljic distinguished four product-related purchasing processes. Which of the following matches to products that have high value and cost to the customer but involve little risk of supply because many companies make them?

a. Strategic products

b. Bottleneck products

c. Leverage products

d. Routine products

e. Commodity products

10. The new, more strategically oriented purchasing departments have a mission to ________.

a. always make a profit

b. always take the lowest bid

c. seek the best value from fewer and better suppliers

d. continue to seek outsourcing as their primary strategy

e. use consultants whenever possible

KAPITEL 91. A segment is unattractive when there are actual or potential ________ for the product.

a. contenders

b. competitors

c. substitutes

d. unclear demand

e. profit fluctuation

2. A(n) ________ is a group of firms that offer a product or class of products that are close substitutes for one another.

a. industry

b. cartel

c. cooperative

d. monopoly

e. demand field

3. Using the market approach, ________ are companies that satisfy the same customer need.

a. partners

b. competitors

c. entrepreneurs

d. innovators

e. followers

4. A group of firms following the same strategy in a given target market is called ________.

a. cartel

b. cabal

c. cooperative

d. informal alliance

e. strategic group

5. ________ is the percentage of customers who named the competitor in responding to the statement, “Name the company from which you would prefer to buy the product.”

a. Share of market

b. Share of mind

c. Share of heart

d. Share of competitive space

e. Share of psychological field

6. Most companies aim their competitive shots at ________ competitors, because this requires fewer resources per share point gained.

a. strong

b. weak

c. distant

d. “good”

e. unacknowledged

7. The aim of benchmarking is to copy or improve on ________, either within an industry or across industries.

a. profitability

b. manufacturing

c. ideation

d. aggressiveness

e. “best practices”

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

a. counterfeiter

b. cloner

c. imitator

d. adapter

e. innovator

9. As a market follower strategy, the ________ copies some things from the leader but maintains differentiation in terms of packaging, advertising, pricing, or location. This strategy is tolerated by the market leader as long as the follower’s aggressiveness does not mount.

a. counterfeiter

b. cloner

c. imitator

d. adapter

e. innovator

10. In a ________ company, the obsession of the company is with the customer, not the competition.

a. niche-centered

b. price-centered

c. cost-centered

d. customer-centered

e. promotion-centered

KAPITEL 101. In ________ marketing, the seller engages in the mass production, mass distribution, and mass promotion of one product for all buyers.

a. group

b. mass

c. general

d. segmented

e. differentiated

2. A ________ consists of a group of customers who share a similar set of needs and wants.

a. market target

b. market group

c. market slice

d. market segment

e. market level

3. The marketer ________ the segments; the marketer’s task is to identify the segments and decide which one(s) to target.

a. plans

b. creates

c. does not create

d. rarely controls

e. controls

4. If a marketing manager observes that his or her market shows no natural segments and consumers seem to have roughly the same preferences, the marketing manager will most likely be faced with a ________ preferences pattern.

a. homogeneous

b. heteregenous

c. diffused

d. clustered

e. scattered

5. Two broad groups of variables are used to segment consumer markets. One method uses descriptive characteristics such as geography. The other method is to form segments by looking at ________ considerations.

a. gender

b. income

c. cultural

d. interest

e. behavioral

6. If a marketer decides that segmenting a market based on neighborhoods, the marketer will have chosen the ________ method of segmentation.

a. demographic

b. psychographic

c. geographic

d. cultural

e. social class

7. Men and women tend to have different attitudinal and behavioral orientations, based partly on genetic makeup and partly on ________.

a. income

b. occupation

c. socialization

d. heredity

e. globalization

8. To be useful, market segments must rate favorably on five key criteria. In the ________ criterion, effective programs can be formulated for attracting and serving the segments.

a. measurable

b. substantial

c. accessible

d. differentiable

e. actionable

9. In evaluating different market segments, the firm must look at two factors: the segment’s overall attractiveness and ________.

a. company’s objectives and resources

b. the product to be sold

c. the purchasing process

d. competition’s strategies

e. the global nature of the product

10. In ________ marketing, the firm operates in several market segments and designs different products for each segment.

a. segmented

b. undifferentiated

c. differentiated

d. geodemographic

e. niche

KAPITEL 101. All marketing strategy is built on STP—segmentation, targeting, and ________.

a. positioning

b. product

c. planning

d. promotion

e. performance

2. ________ is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.

a. Positioning

b. Product conceptualization

c. Promotion presentation

d. Performance imaging

e. Preproduct launching

3. Which of the following terms is most closely associated with the following statement: “attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand”?

a. Brand image

b. Points-of-difference

c. Points-of-parity

d. Points-of-value

e. Brand concept

4. ________ are associations that are not necessarily unique to the brand but may in fact be shared with other brands.

a. Points-of-parity

b. Points-of-difference

c. Brand cells

d. Brand positions

e. Points-of-competitive field

5. The obvious means of differentiation, and often most compelling ones to consumers, relate to aspects of the ________.

a. price

b. distribution process

c. promotions

d. product and service

e. sales team responsible for the product or service

KAPITEL 111. ________ is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. (Endast fyra alternativ.)

a. Failure avoidance rate

b. Report rating

c. Customer perceived valut

d. Competitors market share rate

2. A ________ customer is a person, household, or company that over time yields a revenue stream that exceeds by an acceptable amount the company’s cost stream of attracting, selling, and servicing that customer.

a. profitable

b. semi-profitable

c. unprofitable

d. niche

e. target

3. The aim of customer relationship management (CRM) is to produce high customer ______.

a. value

b. loyalty

c. profitability

d. satisfaction

e. equity

4. Next to the customers in a modern customer-oriented organization chart, we would expect to find the ________ of an organization.

a. top management

b. marketing department

c. middle management

d. front-line people

e. service department

5. If a company were to focus its marketing efforts on all the experiences the customer will have on the way to obtaining and using the offering, it would be focusing its marketing efforts on the customer’s ________.

a. perception system

b. cost versus benefit system

c. demand

d. psychological system

e. value-delivery system

KAPITEL 12 & 131. At the heart of a successful brand is ________, backed by creatively designed and executed marketing.

a. price

b. promotion

c. a great product or service

d. a great slogan

e. a brand concept

2. Consumers learn about brands through ________ and product marketing programs.

a. the mass media

b. past experiences with the product

c. the sales force

d. shopping bots

e. independent information sources

3. ________ is endowing products and services with the power of a brand.

a. Brand image

b. The branding concept

c. Branding

d. Brand positioning

e. Brand partitioning

4. Brand ________ is the added value endowed to products and services.

a. loyalty

b. equity

c. preference

d. satisfaction

e. benefits

5. If a brand element can be used to introduce new products in the same or different categories, the brand element is said to be ________.

a. memorable

b. meaningful

c. likeable

d. transferable

e. adaptable

6. ________ is the consumers’ ability to identify the brand under different conditions, as reflected by their brand recognition or recall performance.

a. Brand awareness

b. Brand image

c. Brand alternation

d. Brand perception

e. Brand reflection

7. When a firm uses an established brand to introduce a new product, it is called a(n) ________.

a. sub-brand

b. brand value

c. brand extension

d. brand mix

e. brand posture

8. A ________ is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.

a. brand partition

b. brand position

c. brand portfolio

d. brand concept

e. brand image

KAPITEL 131. Service industries are everywhere. They include government, private nonprofit, business sector, manufacturing sector, and the ________.

a. insurance salespeople

b. seasonal workers

c. temporary workers

d. retail sector

e. none of the above

2. Which of the following would be an example of a “hybrid” service?

a. University

b. Professor

c. Restaurant

d. Soap manufacturer

e. Airline

3. Which of the following would be an example of a “pure service”?

a. Insurance

b. Airlines

c. Car dealer

d. Copier company

e. None of the above

4. Service companies can try to demonstrate their service quality through physical evidence and ________.

a. predatory pricing

b. people

c. pricing

d. profits

e. presentation

5. Unlike physical goods, services are produced and ________ simultaneously.

a. launched

b. consumed

c. created

d. maximized


6. Services depend on who provides them and when and where they are provided they are highly ________.

a. suspect

b. variable

c. consistent

d. sub-standard


7. Services cannot be stored, warehoused, or shelved. This is concept is unique to service marketers and is called ________.

a. standardization

b. heterogeneity

c. perishability

d. intangibility


8. According to Parasuraman, Zeithaml, and Berry, the second “gap” in their service-quality model is the gap between ________.

a. perceived service and expected service

b. service delivery and external communications

c. service-quality specifications and service delivery

d. management perception and service-quality specification

e. consumer expectation and management perception

9. Customers whose complaints are satisfactorily resolve often become ________ company loyal than customers who were never dissatisfied.

a. effective

b. no change

c. more

d. less

e. indifferent

10. Service firms must therefore design ________ and information programs so that consumers learn more about the brand than the information they get from the service encounter alone.

a. advertising campaigns

b. marketing measures

c. ad agencies

d. marketing communications

e. marketing strategy

KAPITEL 141. Marketing planning begins with the formulation of an offering to ________ target customers’ needs or wants.

a. exceed

b. meet

c. capture

d. compete with

e. comprehend

2. Marketers have traditionally classified products on the basis of characteristics: ________, tangibility, and use.

a. customer value hierarchy

b. expected

c. augmented

d. durability


3. When companies search for new ways to satisfy customers and distinguish their offering from others, they look at the ________ product, which encompasses all the possible augmentations and transformations of the product.

a. consumption system

b. expected

c. potential

d. augmented

e. basic

4. The vast array of goods consumers buy can be classified on the basis of shopping habits. We can distinguish among convenience, ________, specialty, and unsought goods.

a. “must haves”

b. impulse

c. shopping

d. business

e. functional

5. The consumer usually purchases ________ frequently, immediately, and with a minimum of effort.

a. specialty goods

b. shopping goods

c. “must haves” goods

d. personal goods

e. convenience goods

6. Materials and parts are goods that enter the manufacturer’s product completely. They fall into two classes: ________, and natural products.

a. component parts

b. raw materials

c. farm products

d. component materials


7. Many products can be differentiated in terms of its ________,—size, shape, or physical structure.

a. form

b. performance quality

c. conformance quality

d. reliability

e. design

8. 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.

a. consistency

b. depth

c. width

d. length

e. composition

KAPITEL 14 (FORTS.)1. The four stages of the product life cycle include all of the following EXCEPT ________.

a. decline

b. learning

c. maturity

d. introduction

e. growth

2. The ________ stage of the product is characterized as being one where there is period of rapid market acceptance and substantial profit improvement.

a. introduction

b. growth

c. maturity

d. saturation

e. decline

3. According to the general bell-shaped curve used to illustrate the product life cycle, which of the following stages is generally seen when the sales curve is at its peak?

a. Introduction

b. Growth

c. Maturity

d. Decline

e. Abandonment

4. According to the illustrations describing the product life cycle, during which stage of the cycle is there a strong likelihood that negative profits will be the norm?

a. Introduction

b. Growth

c. Maturity

d. Decline

e. Death

5. ________ do not normally survive (as a special category product life cycle) because they do not normally satisfy a strong need.

a. Styles

b. Fashions

c. Fads

d. Intra-brands

e. Trends

KAPITEL 151. New-to-the- world products are ________.

a. new products that create an entirely new market

b. new products that allow a company to enter an established market for the first time

c. new products that supplement established product lines (package sizes, flavors, and so on)

d. new products that provide improved performance or greater perceived value and replace existing products

e. existing products that are targeted to new markets or market segments

2. New product lines are ________.






3. Repositionings are ________.






4. The new-product development process starts with the search for ________.

a. new concepts

b. products that can be improved upon

c. overseas products

d. ideas

e. strategy

5. A(n) ________ is any good, service, or idea that is perceived by someone as new. The idea may have a long history, but it is new to the person who sees it as such.

a. product

b. innovation

c. new idea

d. creative product


6. Adopters of new products move through five stages. These stages begin with stage one ________, and follow with interest, evaluation, trial, and adoption.

a. awareness

b. adaption

c. innovation

d. diffusion process


7. _________ is the effect one person has on another’s attitude or purchase probability.

a. Effective influence

b. Direct influence

c. Market influence

d. Brand influence

e. Personal influence

8. When commercializing a new product, market-entry timing is critical. Your firm has the distinction of being the first to market with your new product. As the “first entry” in the market, your company can enjoy ________.

a. market attractiveness

b. first mover advantages

c. parallel entry

d. late entry

e. brand awareness

KAPITEL 161. ________ communicates to the market the company’s intended value positioning of its product or brand.

a. Packaging

b. Price

c. Place

d. Promotion

e. Physical evidence

2. Executives often complain that pricing is a big headache. One of the common mistakes made are: Price is not revised often enough to capitalize on market changes; price is set ________ of the rest of the marketing mix rather than an intrinsic element of a marketing-positioning strategy.

a. divergently

b. too high

c. intrinsically

d. independent

e. concurrently

3. The definition of ________ prices is: In considering an observed price, consumers often compare it to an internal memory reference price or an external frame of reference (such as a posted “regular retail price”).

a. historical

b. reference

c. promotional

d. everyday low price


4. Many consumers use price as an indicator of ________. Image pricing is especially effective with ego-sensitive products such as perfumes and expensive cars.

a. status

b. quality

c. ability

d. capability

e. size

5. In market-penetration pricing, the company’s objective in pricing is to ________, believing that higher sales volume will lead to lower unit costs and higher long-run profits.

a. block competitive launches

b. maximize their market share

c. minimize their market share

d. maximize volume


6. The first step in estimating demand is to understand what affects price sensitivity. Generally speaking, customers are most price sensitive to products that cost a lot or are ________.

a. priced low to begin with

b. low-cost

c. bought frequently

d. bought infrequently


7. Consumers ________ to low-cost products or items they buy infrequently.

a. prefer the lowest total cost of ownership

b. remember prices of products

c. are ambivalent to prices

d. are more price sensitive

e. are less price sensitive

8. If demand hardly changes with a small change in price, we say that the demand is ________.

a. equal

b. marginal

c. inelastic

d. elastic


9. ________ sets a ceiling on the price the company can charge for its products.

a. Government regulations

b. Market forces

c. Costs

d. Demand

e. Competition

10. When a firm charges the same, more, or less than its major competitors do, it is using a pricing strategy that is called ________.

a. perceived value pricing

b. value pricing

c. high-low pricing

d. everyday low pricing

e. going-rate pricing

11. ________ occurs when a company sells a product or service at two or more prices that do not reflect a proportional difference in costs.

a. Psychological pricing

b. Loss-leader pricing

c. Product-form pricing

d. Customer-segment pricing

e. Price discrimination

12. To maximize market share, a firm may use _____________ pricing which sits on the theory that as sales volume increases, unit costs will decrease.

a. market-penetration

b. market-skimming

c. value pricing

d. demand pricing

e. price bands

13. In recent years, companies have adopted ________ where they try to win loyal customers by charging a fairly low price for a high-quality offering.

a. EDLP

b. high-low pricing

c. value pricing

d. everyday low pricing


14. Most companies will ________ their list price and give discounts and allowances for early payments, volume purchases, and off-season buying.

a. list two prices

b. increase

c. reduce

d. adjust


15. When different customer groups are charged different prices for the same product or service, it is called ________.

a. price discrimination

b. customer-segment pricing

c. illegal

d. product-form pricing

e. channel pricing

KAPITEL 171. Intermediaries who buy, take title to, and resell the merchandise are called ________.

a. retailers

b. facilitators

c. marketers

d. agents

e. merchants

2. Companies that search for customers and may negotiate on the producer’s behalf but do not take title to the goods are called ________.

a. marketers

b. merchants

c. facilitators

d. agents


3. Transportation companies, independent warehouses, banks, and advertising agencies assisting in the distribution process but neither take title to goods nor negotiate purchases or sales are called ________.

a. marketers

b. facilitators

c. agents

d. merchants


4. A marketing channel system is the particular set of ________ employed by a firm. Decisions about the marketing channel system are among the most critical facing a firm.

a. marketing channels

b. distribution/warehouse channels

c. finance channels

d. management channels

e. advertising channels

5. A ________ strategy involves the manufacturer using its sales force and trade promotion money to induce intermediaries to carry, promote, and sell the product to end users.

a. push

b. pull

c. promote

d. provide


6. A ________ strategy involves the manufacturer using advertising and promotion to persuade consumers to ask intermediaries for the product, thus inducing the intermediaries to order it.

a. push

b. pull

c. promote

d. provide


7. A marketing channel performs the work of moving goods from producers to consumers. It overcomes the time, place, and ________ gaps that separate goods and services from those who need or want them.

a. possession

b. retail

c. consumers

d. policies

e. buyers

8. A ________ channel consists of a manufacturer selling directly to the final customer.

a. three-level

b. two-level

c. zero-level

d. multiple level

e. one-level

9. Companies deciding on the number of intermediaries to use at each channel level have three strategies available to them. They can use exclusive distribution, ________ distribution, and intensive distribution.

a. selective

b. extensive

c. self-selecting

d. competitive

e. collective

10. When the producer wants to maintain control over the service level and outputs offered by the resellers it most likely will use ________ distribution.

a. competitive

b. extensive

c. intensive

d. exclusive

e. selective

11. ________ distribution consists of the manufacturer placing his goods and services in as many outlets as possible.

a. Selective

b. Exclusive

c. Intensive

d. “Shotgun”

e. Scattered

12. After a company has chosen a channel alternative, individual intermediaries must be ________, trained, motivated, and evaluated.

a. selective

b. researched

c. compensated

d. induced


13. A conventional marketing channel comprises an ________, wholesaler(s), and retailer(s) each acting in his own self-interest.

a. brokers

b. manufacturing agents

c. manufacturing representatives

d. merchant wholesalers

e. independent producer

14. A ________ comprises the producer, wholesaler(s), and retailers(s) acting as a unified system.

a. corporate VMS

b. distributor relationship

c. vertical marketing system

d. distribution system

e. administered system

15. Two or more unrelated companies put together resources or programs to exploit an emerging marketing opportunity it is called a ________.

a. coop marketing system

b. horizontal marketing system

c. financial marketing system

d. vertical marketing system

e. cross-marketing system

KAPITEL 191. Modern marketing calls for more than developing a good product, pricing it attractively, and making it accessible. Companies must also ________ with present and potential stakeholders, and the general public.

a. attract

b. reach

c. relate to

d. advertise to

e. communicate

2. Marketing communications are the means by which firms attempt to ________, persuade, and remind consumers about the product and brands that they sell.

a. inform

b. reach

c. attract

d. interest


3. Marketing communications can contribute to brand equity by establishing the brand in memory and ________ a brand image.

a. create interest

b. communicate

c. create demand

d. crafting

e. introducing

4. The starting point in planning marketing communications is an audit of all the potential ________ that customers in the target market may have with the brand and the company.

a. consumers

b. interests

c. interactions

d. usages

e. exposures

5. Marketers need to assess which experiences and impressions will have the most influence at each ________ of the buying process.

a. stage

b. level

c. consumer

d. step


6. The eight steps in developing effective communications starts with the basics: identifying the target audience, determining the objectives, designing the communications, ________ , and establishing the budget.

a. selecting the advertising copy

b. managing the process

c. choosing the media mix

d. selecting the channels

e. measuring results

7. ________ is the set of beliefs, ideas, and impressions a person hold regarding an object.

a. Brand

b. Product

c. Image

d. Concept

e. Idea

8. Formulating the communications to achieve the desired response will require solving three problems: message strategy, creative strategy, and ________.

a. market specific advertising

b. media sources

c. advertising

d. transformational appeal

e. message source

9. Creative strategies are how marketers translate their messages into a specific communication. Creative strategies can be broadly classified as involving either informational or ________ appeals.

a. branded entertainment

b. point-of-purchase

c. advertorials

d. transformational

e. individualization

10. Personal communications channels derive their effectiveness through ________ presentation and feedback.

a. effective

b. group

c. canned

d. individualized

e. persuasion

11. Personal influence carries especially great weight with consumers in two situations. The first is with products that are expensive, risky, or purchased infrequently. The second is where the product ________.

a. suggests something about the user’s ethnic background

b. suggests something about the user’s education

c. suggests something about the user’s family

d. suggests something about the user’s financial wealth

e. suggests something about the user’s status or taste

12. Companies must allocate the marketing communications budget over the six major modes of communication—advertising, sales promotion, public relations and publicity, events and experiences, sales force, and ________.

a. incentives

b. couponing

c. integrated marketing communications

d. Internet marketing

e. direct marketing

13. Communication tools vary in cost-effectiveness at different stages of buyer readiness. ________ and publicity play the most important role in the awareness-building stage.

a. direct marketing

b. sales promotion

c. advertising

d. publicity

e. “buzz”

14. A well-chosen celebrity can draw attention to a product or brand. The choice of the celebrity is critical. The celebrity should have high recognition, high positive affect, and high ________ to the product.

a. interest

b. attachment

c. relevancy

d. appropriateness

e. “fit”

15. The hierarchy-of-effects model contains awareness, knowledge, liking, ________, conviction, and purchase.

a. cognitive response

b. preference

c. interest

d. attitude


KAPITEL 201. Advertising objectives can be classified according to whether their aim is to inform, persuade, remind, or ________.

a. create interest

b. purchase

c. create demand

d. reinforce

e. introduce

2. In choosing the proper media to carry the message, advertisers must decide on ________.

a. strategy, users, media

b. target markets, users, heavy users

c. markets, target markets, consumers

d. reach, impact, television stations

e. reach, frequency, impact

3. ________ is most important when launching new products, flanker brands, or extensions of well-known brands.

a. Media selection

b. Weighted exposures

c. Impact

d. Reach

e. Frequency

4. One of the advantages of television is that it combines sight, sound, and motion, appealing to the senses, high attention, and high reach. One of the disadvantages of television is its ________.

a. use of the “remote control” to zap through commercials

b. high clutter

c. cable channels

d. fragmented markets

e. censorship possibilities

5. Marketers pay fees so that their products make cameo appearances in movies and on television. This is called ________.

a. branded entertainment

b. point-of-purchase

c. advertorials

d. product placement

e. individualization

6. In-store advertising including ads on shopping carts, in aisles, on shelves, ads on the floor, and “talking” shelves are all examples of ________ advertising.

a. point-of-decision

b. product placement

c. point-of-purchase

d. branding

e. advertising

7. The main advantage of nontraditional media is that a very precise and—because of the nature of the setting involved—captive audience often can be reached in a ________ manner.

a. new

b. effective

c. cost-effective

d. targeted

e. individualized

8. Sales promotions include tools for ________ promotion, trade promotion, and business, and sales-force promotions.

a. incentive

b. reasons

c. target

d. prospects

e. consumer

9. Sales promotions used in markets of high brand similarity can product a high sales response in the short run but little ________ gain in market share.

a. significant

b. “real”

c. short-term

d. incremental

e. permanent

10. Sales promotion, with its incessant prices off, coupons, deals, and premiums, may ________ the product offering in the buyers’ mind.

a. detract

b. augment

c. confuse

d. devalue

e. increase

11. ________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

a. Advertising

b. Prospecting

c. Media

d. Marketing

e. Public Relations

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