1. Which component of a marketing audit includes major developments in income, prices, savings, and credit that affect the company?

Technological

Political

Economic

Cultural

2. Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy?

Core benefit

Pure tangible product

Basic product

Potential benefit

3. What type of strategy consists of geographical pricing, price discounts and allowances, promotional pricing, and differentiated pricing?

Regular prices

Price adaptation

Altered pricing

Fixed pricing

4. A company can learn a great deal by analyzing the degrees of brand loyalty. For example, ________ can show the firm which brands are most competitive with its own.

hard-core loyals

split loyals

shifting loyals

switchers