In some long-term customer-firm relationships, a service provider may become part of a customer's ________, such as when a hairdresser serves as a personal confidant, or a proprietor of a local retail store is known as a central figure in the neighborhood network.
A. Social support system
B. Esteem benefits
C. Utility transfer
D. Self-actualization
E. Assurance group
Answer: A
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Government agencies such as the FBI, FDIC, IRS, or various health agencies publish fraud statistics from time to time. Which of the following observations concerning such statistics is true?
a. Generally, their statistics are complete. b. Such information is rarely used. c. They provide only those statistics related to their jurisdiction. d. They usually provide a total picture in the areas for which they have responsibility.
Creating brand awareness is the first step in creating brand equity. Political candidates know name recognition is critical to success-particularly for incumbents to get reelected. If you were a marketing adviser to a challenger for the congressional seat in your district, what would you recommend the candidate do to create brand/name awareness?
What will be an ideal response?
Liability Insurance Company (LIC) was approached by a regional airline to see if LIC would write the airline's liability coverage. LIC agreed to write the coverage and entered into an agreement with a reinsurer
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Which of the following statements concerning ethnographic research is most accurate?
A. Ethnographic researchers use videotapes to eliminate miscues of subtle emotional reactions that can skew market research results. B. Ethnographic research uses anthropologists and other trained researchers to observe consumers encounter products in their natural use environment. C. Ethnographic research was specifically designed to use in global markets to help marketers understand cultural diversity and ethnocentrism. D. Ethnographic research employs the use of genealogical data to track purchase behaviors through family lines. E. Ethnographic research relies on physiological responses such as heart rate, breathing rate, and stress levels to obtain objective data.