Grile Marketing 3

51問 • 7ヶ月前

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通報

問題一覧

Buyer discomfort caused by post purchase conflict is defined as:

Cognitive dissonance

Consumers see products as complex bundles of benefits that:

All answers are correct

Consumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort:

A specialty product

Products purchased for further processing or for use in conducting a business are called:

Industrial products

The set of all product lines and items that a particular seller offers for sale refers to:

Product portfolio

Are also known as overhead costs:

Fixed costs

Many firms support such price-positioning strategies with a technique called:

Target costing

Pricing low-value by-products to get rid of them is a product line pricing strategy called:

By-product pricing

Which of the following is not a price-adjustment strategy?

Product line pricing

Prices that buyers carry in their minds and refer to when looking at a given product are called:

Reference prices

Strategy of adjusting prices to allow for differences in customers, products, or locations is called:

Segmented pricing

Assuming the risks of carrying out the channel work is called:

Risk taking

A marketing channel that has no intermediary levels is:

A direct marketing channel

Disagreement among marketing channel members on goals and roles – who should do what and for what rewards is:

A channel conflict

Horizontal conflict:

Occurs among firms at the same level of the channel

A distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments is called:

Multichannel distribution system

Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships is called:

Personal selling

Communicating customer value is:

An informative advertising

Building brand preferences is:

A persuasive advertising

Slice of life shows:

One or more “typical” people using the product in a normal setting

The vehicles through which advertising messages are delivered to their intended audiences represent:

Advertising media

Building and maintaining relations with legislators and government officials to influence legislation and regulation is called:

Lobbying

Buzz marketing is:

A form of public relations that gets consumers themselves to spread word-of-mouth information about the company and its brands

A sales force organization under which salespeople specialize in selling only a portion of the company’s products or lines is called:

Product sales force structure

A sales force organization under which salespeople specialize in selling only to certain customers or industries is called:

Customer sales force structure

Sales promotions are usually used together with:

All answers are correct

Coupons, cash refund offers, price packs, premiums, advertising specialties are:

Customer promotion tools

Discounts are:

Trade promotion tools

Conventions are:

Business promotion tools

The idea one has about oneself, one’s characteristic properties, one’s own body, and the values one considers to be important represents:

Identity

General evaluation of people (including oneself), objects, advertisement, or issues represents:

Attitude

The internal state of an organism that drives it to behave in a certain way represents:

Motivation

Motives underline:

Brand loyalty and preference

Seeks to find the underlying “why” of our behavior:

Motivation

The process that involves an interaction between cognition and physiology represents:

Emotion

Affective responses that are learned represent:

Emotions

It is used more loosely to describe any external influence that provides social clues:

The reference group

Information processing theory says:

The information a person has acquired must be organized in order for it to be placed in one’s memory

Impulsiveness is a mental characteristic of:

Consumer style inventory

Are risk avoiders:

The laggards

Are very traditional:

The laggards

People’s values have:

A direct and an indirect effect on product ownership

The verbal contextual style:

Emphasizes a context – related role identity

Succinct or understate style:

Includes the use of understatements, pauses, and silences

Which can determine mass communication styles?

All answers correct

Direct style communication tends to be:

More verbal

It is based on the assumption that liking the advertisement will lead to liking the brand:

The likeability model

The internet can be used for:

All answers correct

Along with culture, there is variation in the way information is presented. Information can be:

All answers correct

A universal finding is that advertising in general is praised for its economic effects, whereas it is criticized for its social effects.

True

Choose the wrong answer:

The new electronic media are not concentrated in the developed world.

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問題一覧

Buyer discomfort caused by post purchase conflict is defined as:

Cognitive dissonance

Consumers see products as complex bundles of benefits that:

All answers are correct

Consumer product with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort:

A specialty product

Products purchased for further processing or for use in conducting a business are called:

Industrial products

The set of all product lines and items that a particular seller offers for sale refers to:

Product portfolio

Are also known as overhead costs:

Fixed costs

Many firms support such price-positioning strategies with a technique called:

Target costing

Pricing low-value by-products to get rid of them is a product line pricing strategy called:

By-product pricing

Which of the following is not a price-adjustment strategy?

Product line pricing

Prices that buyers carry in their minds and refer to when looking at a given product are called:

Reference prices

Strategy of adjusting prices to allow for differences in customers, products, or locations is called:

Segmented pricing

Assuming the risks of carrying out the channel work is called:

Risk taking

A marketing channel that has no intermediary levels is:

A direct marketing channel

Disagreement among marketing channel members on goals and roles – who should do what and for what rewards is:

A channel conflict

Horizontal conflict:

Occurs among firms at the same level of the channel

A distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments is called:

Multichannel distribution system

Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships is called:

Personal selling

Communicating customer value is:

An informative advertising

Building brand preferences is:

A persuasive advertising

Slice of life shows:

One or more “typical” people using the product in a normal setting

The vehicles through which advertising messages are delivered to their intended audiences represent:

Advertising media

Building and maintaining relations with legislators and government officials to influence legislation and regulation is called:

Lobbying

Buzz marketing is:

A form of public relations that gets consumers themselves to spread word-of-mouth information about the company and its brands

A sales force organization under which salespeople specialize in selling only a portion of the company’s products or lines is called:

Product sales force structure

A sales force organization under which salespeople specialize in selling only to certain customers or industries is called:

Customer sales force structure

Sales promotions are usually used together with:

All answers are correct

Coupons, cash refund offers, price packs, premiums, advertising specialties are:

Customer promotion tools

Discounts are:

Trade promotion tools

Conventions are:

Business promotion tools

The idea one has about oneself, one’s characteristic properties, one’s own body, and the values one considers to be important represents:

Identity

General evaluation of people (including oneself), objects, advertisement, or issues represents:

Attitude

The internal state of an organism that drives it to behave in a certain way represents:

Motivation

Motives underline:

Brand loyalty and preference

Seeks to find the underlying “why” of our behavior:

Motivation

The process that involves an interaction between cognition and physiology represents:

Emotion

Affective responses that are learned represent:

Emotions

It is used more loosely to describe any external influence that provides social clues:

The reference group

Information processing theory says:

The information a person has acquired must be organized in order for it to be placed in one’s memory

Impulsiveness is a mental characteristic of:

Consumer style inventory

Are risk avoiders:

The laggards

Are very traditional:

The laggards

People’s values have:

A direct and an indirect effect on product ownership

The verbal contextual style:

Emphasizes a context – related role identity

Succinct or understate style:

Includes the use of understatements, pauses, and silences

Which can determine mass communication styles?

All answers correct

Direct style communication tends to be:

More verbal

It is based on the assumption that liking the advertisement will lead to liking the brand:

The likeability model

The internet can be used for:

All answers correct

Along with culture, there is variation in the way information is presented. Information can be:

All answers correct

A universal finding is that advertising in general is praised for its economic effects, whereas it is criticized for its social effects.

True

Choose the wrong answer:

The new electronic media are not concentrated in the developed world.