Affiliate Marketing Secrets

1) A ________ is a set of procedures and sources managers use to obtain everyday information
about developments in the marketing environment.
A. marketing research system
B. marketing intelligence system
C. vertical system
D. product management system
E. marketing information system
2) ________ is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives.
A. Perceived usefulness
B. Customer perceived value
C. Competitors market share rate
D. Report rating
E. Failure avoidance rate
3) A(n) ________ is any good, service, or idea that is perceived by someone as new.
A. product
B. creative product
C. new idea
D. innovation
4) A company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using ________ to improve the quality of its marketing intelligence.
A. sales force surrogates
B. advisory panels
C. customer feedback systems
D. external networks
E. intermediaries
5) Most established companies focus on ________ when it comes to innovation.
A. incremental innovation
B. demand innovation
C. competitive innovation
D. everyday innovation
E. continuous innovation
6) ________ 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 promotional campaign
C. A marketing database
D. A marketing intelligence system
E. A marketing research system
7) The value proposition consists of a cluster of benefits the company promises to deliver; it is
A. customer expectations
B. Customer loyalty to the company
C. business processes
D. total customer satisfaction
E. customer experience with the company
8) Purchase decisions are based on how consumers perceive prices and what they consider tobe the ________ price—not the marketer’s stated price.
A. current sale price
B. current actual
C. referent price
D. last purchased price
9) A ________ consists of a group of customers who share a similar set of needs and wants.
A. market segment
B. market target
C. market level
D. market slice
E. market group
10) Marketers usually identify niches by ________.
A. examining the demographics section of The Handbook of Marketing
B. dividing a segment into subsegments
C. producing products that can be used in a variety of ways
D. allowing consumers to gravitate toward product brands
E. conducting VALS tests
11) Which of the following is generally considered to be the last step in the marketing research process?
A. Make the decision.
B. Present the findings.
C. Draft the report
D. Control the environment.
E. Analyze the information.
12) ________ is the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company.
A. Demographics
B. Marketing intelligence
C. Marketing management
D. Marketing research
E. MIS (marketing information system)
13) With respect to the sampling plan, three decisions must be made. The decisions are: the sampling unit—who is to be surveyed? Sample size—how many people should be surveyed? And ________.
A. sampling procedure—how should the respondents be chosen?
B. sample cost—how much does sampling cost?
C. sample supervisor—who will lead the sampling effort?
D. sample security—how to protect the sample data?
E. surveyor skill—who will do the surveying?
14) ________ communicates a company’s intended value positioning of its product or brand to the market.
A. Promotion
B. Packaging
C. Physical evidence
D. Place
E. Price
15) “Power prices” use price as a key strategic tool. These “power prices” have discovered the highly ________ effect of price on the bottom line.
A. direct
B. dramatic
C. soothing
D. leveraged
E. abrasive
16) Some intermediaries use the following: strategic planning, advanced information systems, sophisticated marketing tools, measure performance on a return-on-investment basis, segment their markets, improve their target marketing and positioning, and ________.
A. dominant the manufacturers they do business with
B. contend with dwindling customer bases
C. aggressively pursue market expansion and diversification strategies
D. aggressively pursue take over strategies
E. aggressively “squeeze” manufacturer margins
17) Price has operated as the major determinant of buyer choice among poorer nations, among poorer groups, and with ________ products.
A. similar
B. identical
C. commodity-type
D. over the Internet