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

desirability, deliverability, differentiability

A company can expect to expand its market share to a large extent when ________.

its share-penetration index is low

in which the company feels comfortable with the language, laws, and culture

Which of the following is one of the key disadvantages of online market research?

Samples can be small and skewed

Why must researchers avoid generalizing from focus group participants to the whole market?

The size of the group is too small and the sample is not drawn randomly.

Branding is ________.

endowing products and services with the power of a brand

Once a firm decides to enter the international market, what is the next step in the decision-making process?

deciding which markets to enter

A company's sales potential would be equal to market potential if _____

the company gets 100 percent share of the market

The first step in the strategic brand management process is ________

identifying and establishing brand positioning

A brand must demonstrate ________, for it to function as a true point-of-difference.

clear superiority of an attribute or benefit

Identify a benefit of using a joint venture to enter a foreign market.

provides access to an established distribution network in the host country

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Marketing eksamen

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Answers

1
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conformance quality
form
compatibility
durability
2
The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.
deviance, peculiarity, deformity
comparability, authenticity, deliverability
differentiability, authenticity, desirability
desirability, deliverability, differentiability
3
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decline
introduction
stagnancy
maturity
4
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maturity
growth
decline
obsolescence
5
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straight rebuy
procure-to-pay
new task
modified rebuy
6
A company can expect to expand its market share to a large extent when ________.
it has a low market potential
its share-penetration index is low
it has a high market-penetration index
its share-penetration index is high
7
In ________ pricing, the firm bases its price largely on competitor's prices.
going-rate
target-return
markup
auction-type
8
What types of goods are purchased frequently, immediately, and with minimum effort by the consumers?
specialty goods
unsought goods
convenience goods
shopping goods
9
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in which the company feels comfortable with the language, laws, and culture
that have no trade barriers
with good infrastructure and stable political environment
that are located close
10
Which of the following is one of the key disadvantages of online market research?
People tend to be dishonest online.
Samples can be small and skewed
Online research is time consuming.
Online research lacks versatility.
11
Why must researchers avoid generalizing from focus group participants to the whole market?
The size of the group is too small and the sample is not drawn randomly.
participants are likely to be ignorant about the topic of discussion
Participants' responses are not reliable.
The participants usually come from diverse backgrounds.
12
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competitive advantage
value-added
focused
defined
13
Branding is ________.
the process of comparing competing brands available in the market
endowing products and services with the power of a brand
all about creating unanimity between products
the process of performing market research and selling products or services
14
Each society contains ________, groups with shared values emerging from their special life experiences or circumstances.
behavioral niches
stakeholders
subcultures
cliques
15
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likeable
transferable
adaptable
meaningful
16
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become a product-quality leader
maximize current profit
maximize market share
survive in the market
17
__testing is a customer test that involves placing the product within the firm to see how it performs in different apps
Beta
Research
Sales-wave
Alpha
18
When a consumer considers a product or service, he or she will choose whichever product or service delivers the highest_
customer-perceived cost
customer lifetime value
customer-perceived value
customer profitability analysis
19
When companies measure the number of people who are willing and able to buy their products, they are measuring ______
standard of living
Demand
price elasticity
real needs
20
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waterfall
sprinkler
continuous
shotgun
21
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push strategy
tailoring strategy
personalization strategy
consumer promotion strategy
22
________ questions allow respondents to answer in their own words and often reveal more about how people think.
Open-end
Dichotomous
Multiple choice
Likert scale
23
Once a firm decides to enter the international market, what is the next step in the decision-making process?
deciding on the marketing program
deciding how to adapt the product to the new market
deciding on the marketing organization
deciding which markets to enter
24
The decline in the average cost of production with accumulated production experience is called the ________.
value chain
learning curve
demand curve
supply chain
25
A brand __is the set of all brands and brand lines a particular firm offers for sale to buyers in a particular category.
extension
architecture
portfolio
position
26
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buyback arrangements
sealed bids
barter
compensation deals
27
A company's sales potential would be equal to market potential if _____
market minimum is equal to market potential
the company gets 100 percent share of the market
the market is non-expandable
the marketing expenditure of the company is reduced to zero
28
A company positioned in the "middle" market introduces a lowerpriced product line. What type of line-stretching is this?
home stretch
up-market stretch
two-way stretch
down-market stretch
29
When consumers share a strong need that cannot be satisfied by an existing product, it is called ________ demand.
negative
nonexistent demand
declining
latent
30
Marketers have traditionally classified products on the basis of three characteristics: ________, tangibility, and use.
affordability
availability
durability
necessity
31
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Functional discounts
Quantity discounts
Seasonal discounts
Consumer promotions
32
________ cost is the cost per unit at that level of production; it equals total costs divided by production.
Marginal
Target
Opportunity
Average
33
As economies advance, a growing proportion of the economy's activities focuses on the production of ________
services
events
experiences
products
34
The first step in the strategic brand management process is ________
measuring consumer brand loyalty
identifying and establishing brand positioning
planning and implementing brand marketing
growing and sustaining brand value
35
Which of the following types of distribution involves severely limiting the number of channel intermediaries?
exclusive
aggressive
intensive
selective
36
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strategic
board of director
management team
division
37
A brand must demonstrate ________, for it to function as a true point-of-difference.
clear superiority of an attribute or benefit
exploitation of competitors' weakness
clear similarity to the attributes of other brands
clear profitability to the company
38
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user status
behavioral occasions
psychographic lifestyle
readiness stage
39
if demand hardly changes with a small change in price, the demand is said to be ________.
marginal
inelastic
unit elastic
strained
40
The ________ market is the set of consumers with an adequate interest, income, and access to a particular offer
potential
available
penetrated
target
41
A ________ divides the innovation process into stages with a checkpoint at the end of each stage.
reverse assumption analysis technique
new-product department technique
stage-gate system
skunkworks system
42
Starbucks introduced icecreams in the same flavors as the Frappuccinos it sold in its coffee shops This is an example of
brand variants
brand dilution
co-branding
category extension
43
Identify a benefit of using a joint venture to enter a foreign market.
provides access to an established distribution network in the host country
It retains full control of its investment in the host country.
It is the best strategy for countries with psychic proximity.
It yields the highest returns.
44
In an attempt to create greater competition and growth opportunities, countries often ________.
encourage intermediation
reduce privatization
deregulate industries
increase trade barriers
45
Market-penetration, product-development, and market-development strategies would all be examples of ________ strategies
conglomerate
integrative growth
intensive growth
horizontal
46
________ are basic human requirements, while ________ are the ways in which those requirements are satisfied
Demands; needs
Needs; wants
Wants; needs
Demands; wants
47
Which of the following entities is present in a zero-level marketing channel?
retailers
brokers
consumers
wholesalers
48
In the ____ type of retailing, customers usually find their own goods, although they can ask salespeople for assistance.
limited service
full-service
self-service
self-selection
49
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Marketing research
Internal marketing
Marketing planning
Marketing communications
50
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attenuation
noise
phase lag
selective distortion
51
When a firm uses an established brand to introduce a new product, it is called a brand ________.
parity
valuation
harmonization
extension
52
______ branding consists of activities and processes that help inform and inspire employees about brands.
Individual
External
Internal
Personal
53
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identity
promise
personality
position
54
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product line
product type
need family
product class
55
When Volvo runs ads suggesting that its cars are the safest that money can buy, it is trying to _____
develop brand loyalty
position its product
segment the market
enter a new market
56
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differentiable
measurable
accessible
substantial
57
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Flank
Lateral
Contraction
Preemptive
58
Which of the following terms refers to the degree to which the innovation can be tried on a limited basis?
communicability
divisibility
compatibility
relative advantage
59
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early adopters
investigators
innovators
early majority
60
Mission statements are at their best when they reflect a ________
competency
market
strength
vision
61
________ are visual representations of consumer perceptions and preferences.
Exemplars
Points-of-parity
Perceptual maps
Brand narratives
62
________ advertising aims to create brand awareness and knowledge of new products or new features of existing products.
Informative
Reinforcement
Corporate
Reminder
63
Many products can be differentiated in terms of their ________, which is its size, shape, or physical structure.
model
architecture
Form
prototype
64
Football's World Cup is promoted aggressively to both companies and fans. This is an example of marketing a(n) ________
Idea
place
service
Event
65
New-to-the-world products are ________.
low-cost products designed to obtain an edge in highly competitive markets
existing products that are targeted to new geographical markets
new versions of an existing product that has been less successful
new products that create an entirely new market
66
Costs that do not vary with production levels or sales revenue are known as ________ costs.
opportunity
variable
overhead
average
67
Which of the following criteria relates to consumers seeing the brand association as personally relevant to them?
feasibility
deliverability
authenticity
desirability
68
Establishing and communicating the distinctive benefit of the companys market offering for each target segment is called
marketing effectiveness
market positioning
market research
market segmentation
69
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geographic
demographic
behavioral
psychographic
70
_____ are defined as companies that satisfy the same customer need.
Competitors
Industries
Trendsetters
Communities
71
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Perceived-value
Value
Going-rate
Auction-type
72
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trial
innovation
investigation
awareness
73
An alternate way to increase sales volume is to increase the usage rate among users. This can be done by ________.
entering new market segments
attracting competitors' customers
having consumers use the product on more occasions
having consumers use less of the product on each occasion
74
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performance
availability
tangibility
Price
75
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fishyback
trainship
airtruck
piggyback
76
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value-pricing
market-penetration pricing
market-skimming pricing
loss-leader pricing
77
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shopping goods
unsought goods
necessary goods
luxury goods
78
Which of the following is the first step in setting a pricing policy?
analyzing competitors' costs, prices, and offers
selecting a pricing method
determining demand
selecting the pricing objective
79
The ________ market is the set of consumers who are buying the company's product.
potential
penetrated
reserve
available
80
When Kraft blends different coffees for the British the French and Latin Americans is engaged in ___
retailer versions
forward invention
straight extensions
product adaptation
81
The task of any business is to ________
deliver customer value at a profit
create customer needs
communicate similar value as provided by competitors
differentiate in terms of cost of production
82
Five characteristics influence the rate of adoption of an innovation. One of these is ________.
relative advantage
packaging attractiveness
marketing expertise
place of value exchange
83
All marketing strategy is built on STP: segmentation, targeting, and ________.
planning
positioning
promotion
product
84
Which of the following modes of entry into a foreign market involves the maximum commitment and risk?
direct investment
licensing
franchising
joint ventures
85
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maturity
introduction
growth
decline
86
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intangibility
inseparability
variability
perishability
87
Which of the following is a defensive criterion for choosing brand elements?
adaptable
likeable
significance
memorable
88
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judgments
resonance
feelings
imagery
89
Which of the following best describes a car company's value proposition?
We charge a 20 percent premium on our cars.
We focus on expanding in faster-growing markets.
We are the market leader in the small car category.
We sell the safest, most durable wagon.
90
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cannibalization
co-branding
vertical integration
disintermediation
91
A company that is looking to maximize its market share would do well to follow ________ pricing.
target-return
market-penetration
market-skimming
markup
92
The first step in the business unit strategic-planning process deals with which of the following?
define business mission
execute programs
formulate goals
implement strategies
93
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Shills
Common carriers
Generics
Private labels
94
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comparative-parity method
percentage-of-sales method
competitive-parity method
objective-and-task method
95
What is the first phase of the value creation and delivery sequence?
providing the value
calculating the value
choosing the value
communicating the value
96
Which of the following is a marketing advantage of strong brands?
no vulnerability to marketing crises
more elastic consumer response to price increases
additional brand extension opportunities
guaranteed profits
97
What is the second phase of the value creation and delivery sequence?
providing the value
choosing the value
communicating the value
calculating the value
98
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nondurable
design
luxury
durable
99
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frequency
reach
range
intensity
100
___brand equity is the differential effect that brand knowledge has on consumer response to the marketing of that brand.
Service-driven
Product-driven
Customer-based
Mission-driven

Marketing eksamen Flashcards | StudBud