Multiple Choice Answers

Supply chain management involves __________ the efforts of suppliers, manufacturers, warehouses and stores.
creating back-up systems for

The goal of customer relationship management is to:
manage every customer relationship differently.
manage every customer relationship to maximum potential profitability.
reduce inefficient relationships through customer care.
identify and build loyalty among a firm’s customers.

Using profit as the sole guide for corporate action can lead to short term profits but:
increased corporate social responsibility options.
long-term loss of customers.
more complicated measurement challenges.
increased tax liabilities.

Compared to the B2C process, the information search and alternative evaluation steps in the B2B process are:
centrally planned.
less focused on customer value creation.
more formal and structured.

After defining objectives and research needs, the next step in the marketing research process involves:

Between concept testing and market testing, a firm should engage in which stage of the product development process?
Product development
Marketing research
Determining potential ROI

A static demand curve assumes:
income is derived from demand.
price is constant and fixed costs change.
everything except price remains constant.
a change in quantity demanded causes a change in price.

When electronic data interchanges (EDIs) are used to describe new products and provide pictures and information they support the __________ function in the four P’s of marketing.

The three elements in any IMC strategy are the consumer, the channels, and:
direct marketing feedback.
the Web track-software.
the results.
event sponsorship.

The “Got Milk?” ads are an extremely effective __________ campaign.
brand focused
consumer generated
primary demand
selective demand