question

One drawback to viral marketing is that __________. (17)

answer

marketers cannot control where users pass along the message

question

Which of the following statements regarding the changing communications landscape is correct? (14)

answer

The dominance of television, magazines, newspapers, and other traditional mass media is declining.

question

__________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service. (14)

answer

Sales promotion

question

One framework for designing an effective message is the AIDA model. In the AIDA model __________. (14)

answer

attention leads to interest, which hopefully leads to desire and then action

question

Nonpersonal communication channels include __________. (14)

answer

major media, atmospheres, and events

question

Using a push strategy, a firm directs its promotional efforts toward __________. (14)

answer

channel members

question

What are the three major factors identified in the text that are changing today's marketing communications landscape? (14)

answer

Consumers, marketing strategy, and digital technologies

question

One reason there is a need for integrated marketing communications is that __________. (14)

answer

consumers don't distinguish between content sources the way marketers do.

question

Which promotional tool includes presentations, trade shows, and incentive programs? (14)

answer

Personal selling

question

Many marketers today create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as __________. (14)

answer

content marketing managers

question

__________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities. (14)

answer

Buzz marketing

question

Once the company has set its structure, what is the next strategic decision it faces? (16)

answer

Sizing the sales force

question

Sales reports, call reports, and expense reports are all used in the process of __________ salespeople. (16)

answer

evaluating

question

__________ identifies qualified potential customers and is the first step of the personal selling process. (16)

answer

Prospecting

question

In complex selling situations, personal selling can be very effective because it is __________. (16)

answer

interpersonal

question

During a sales presentation, which of the following would best fit a relationship marketing approach? (16)

answer

Tell a value story.

question

Which of the following tools can be used as both consumer and trade promotions? (16)

answer

Contests, premiums, and displays

question

What is the first decision made in sales force management? (16)

answer

Designing sales force strategy and structure

question

One consumer promotion tool is __________, which are goods offered free or at a low cost as an incentive to buy a product. (16)

answer

Premiums

question

What are the four elements of a compensation plan for salespeople? (16)

answer

A fixed amount, a variable amount, expenses, and fringe benefits.

question

Which of the following statements about personal selling is correct? (16)

answer

Many customers are unable to distinguish the salesperson from the company.

question

To avoid being intrusive and annoying, most legitimate email marketers practice __________, which means sending email pitches only to customers who "opt in." (17)

answer

permission based email marketing

question

Which of the following correctly identifies what direct and digital marketing offer sellers? (17)

answer

Inexpensive, efficient, and fast

question

Many company websites are now designed to do more than just sell product. These websites, known as __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers. (17)

answer

brand community

question

Which of the following would represent a niche online social networking site? (17)

answer

Birdpost

question

Which of the following correctly identifies forms of digital direct marketing? (17)

answer

Online marketing, social media marketing, and mobile marketing

question

According to the text, what is the toughest public policy issue now confronting the direct marketing industry? (17)

answer

Invasion of privacy

question

The fastest growing form of marketing is __________. (17)

answer

direct and digital marketing

question

What is meant by the term "the Internet of Things" (IoT)? (17)

answer

That everyone and everything may soon be connected digitally.

question

Direct mail is well suited for which of the following? (17)

answer

Direct, one-to-one communications

question

Which of the following is an example of horizontal channel conflict? (12)

answer

A Ford dealer complaining that another Ford dealer is advertising in their territory.

question

Which of the following statements regarding a just-in-time logistics system is correct? (12)

answer

Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations.

question

Companies now use __________ and supply chain management software to help recruit, train, organize, manage, motivate, and evaluate channel partners. (12)

answer

partner relationship management

question

Which of the following statements regarding marketing channel behavior and design is correct? (12)

answer

The success of individual channel members depends on the overall channel's success.

question

When setting channel objectives, companies should state the objectives in terms of __________. (12)

answer

targeted levels of customer service

question

Which of the following is a reason that producers use marketing channels and channel intermediaries? (12)

answer

Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.

question

The company, suppliers, distributors, and customers who "partner" with one another to improve the performance of the entire system make up the __________. (12)

answer

value delivery network

question

Using __________, the customer shares real-time data on sales and current inventory levels with the supplier. The supplier then takes full responsibility for managing inventories and deliveries. (12)

answer

vendor-managed inventory

question

What does the process of designing marketing channels start with? (12)

answer

Analyzing consumer needs

question

Which of the following statements is correct regarding the functions channel members perform? (12)

answer

Channel members create greater efficiencies than manufacturers could achieve on their own.

question

Which of the following are the largest group of wholesalers, accounting for roughly 50 percent of all wholesaling? (Ch 13)

answer

Merchant wholesalers

question

Retailers need to differentiate and position their store and make decisions regarding their retail marketing mix. Before making those decisions, retailers must first __________. (Ch 13)

answer

segment and define their target market

question

Which of the following statements regarding retailer pricing decisions is correct? (Ch 13)

answer

Most retailers seek either high markups on lower volume or low markups on higher volume.

question

What are the four broad characteristics used to classify retail stores? (Ch 13)

answer

Amount of service, product lines, relative price, and organization

question

Retailing today requires __________, which means creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping. (Ch 13)

answer

omni-channel retailing

question

A discount store (for example, Target, Kohl's, or Walmart) sells standard merchandise at lower prices. To do this, discount stores accept which of the following two conditions? (Ch 13)

answer

Lower margins and selling higher volume

question

How do brokers and agents differ from merchant wholesalers? (Ch 13)

answer

Brokers and agents do not take title and perform a limited number of specialized functions.

question

Increasingly, different types of retailers now sell the same products at the same prices to the same consumers. This trend is called __________. (Ch 13)

answer

retail convergence

question

Which of the following statements about retailer marketing decisions is correct? (Ch 13)

answer

Many retailers identify three critical factors for retail success: location, location, and location.

question

Which of the following best reflects the role of retailing in the distribution channel? (Ch 13)

answer

All the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use

question

Two external factors which must be considered in pricing decisions are __________. (10)

answer

demand and the nature of the market

question

Which factor sets the ceiling on setting a product's price?(10)

answer

Demand

question

Which of the following correctly identifies the three major pricing strategies used by marketers? (10)

answer

Customer value-based pricing, cost-based pricing, and competition-based pricing

question

New, premium movie theaters offer features such as online reserved seating, high-backed leather executive chairs with armrests and footrests, the latest in digital sound and super-wide screens, and other amenities for which they charge a higher price. This is an example of which type of pricing? (10)

answer

Value-added pricing

question

On a break-even chart, the break-even volume is located __________. (10)

answer

at the intersection of total revenue and total costs

question

Which of the following is a cost-based pricing approach? (10)

answer

Break-even pricing

question

Which of the following statements is correct regarding different types of markets? (10)

answer

Under oligopolistic competition, sellers are alert and responsive to competitors' prices and marketing moves.

question

What is target costing? (10)

answer

Setting price then target costs to produce product to be able to sell at that price.

question

Which of the following statements about price is correct? (10)

answer

Customers have put increasing pricing pressures on many companies.

question

What is the first thing marketers must do when using value-based pricing? (10)

answer

Assess customer needs and value perceptions.

question

Basic price adjustments known as __________ are used to reward customers for certain responses. (11)

answer

discounts and allowances

question

Recently, Amazon.com has been accused of __________, which is the practice of selling products below cost to harm competitors. (11)

answer

predatory pricing

question

One form of __________ is when movie theaters charge one price for adults and a different price for senior citizens. (11)

answer

customer-segment pricing

question

One major objective of a market-penetration pricing strategy is to __________. (11)

answer

win a large market share

question

Many amusement parks charge a daily ticket or season pass charge plus additional fees for food and other in-park features. This is called __________. (11)

answer

option-product pricing (correct?: two-part pricing)

question

Which of the following statements regarding dynamic pricing is correct? (11)

answer

Dynamic pricing could cause consumer resentment and damage customer relationships.

question

Assume a competitor has cut prices and a company determines they should respond. Effective actions that the company could initiate include __________. (11)

answer

launch a low-price fighter brand

question

Whirlpool washers and dryers are offered in many different models. Whirlpool will use __________ pricing to determine the price steps between the different models. (11)

answer

product line

question

When Apple Computer Company introduced their iPhone, they priced the new product at $599, considerably higher than either their iPod or competing cellular phones. Apple Computer was pursuing a(n) __________ pricing strategy. (11)

answer

market-skimming

question

Many personal care companies combine toothpaste with a toothbrush at a reduced price. This is an example of __________ pricing. (11)

answer

product-bundle

question

Some retailers use mannequins with cameras hidden in one eye to record customer demographics and shopping behavior in order to serve them better. This raises ethical concerns in terms of __________. (4)

answer

intrusions on consumer privacy

question

What are the three types of research objectives? (4)

answer

Exploratory, descriptive, and causal

question

Much of Pinterest's success is due to how they used marketing information to __________. (4)

answer

identify a unique customer insight

question

To develop needed information, marketing information systems utilize __________. (4)

answer

internal databases, marketing intelligence, and marketing research

question

After defining the problem and objectives, what is the next step in the marketing research process? (4)

answer

Develop the research plan.

question

Which of the following statements about big data is correct? (4)

answer

One result of big data is that marketing managers are often overloaded with information.

question

Which of the following best describes a marketing information system (MIS)? (4)

answer

People and procedures that are used to manage information to generate and validate actionable customer and market insights

question

Competitive marketing intelligence uses __________ data sources. (4)

answer

publicly available

question

Companies setup __________ which allow key customers and value-network members to access product, account, and other data anytime they need to. (4)

answer

extranets

question

Which of the following statements about online research is correct? (4)

answer

Online surveys generally have higher response rates than those conducted by mail or phone.

question

Nations that have too little hard currency to pay for their purchases from other countries will often use which method of international trade? (19)

answer

Barter

question

Which organization was designed to reassess trade barriers, establish new rules for international trade, impose international trade sanctions, and mediate global trade disputes? (19)

answer

The World Trade Organization (WTO)

question

One factor that makes management contracting an attractive entry strategy is that __________. (19)

answer

it yields immediate income

question

What is the main disadvantage of direct investment? (19)

answer

The risks the firm faces

question

What are the four types of joint venture entry strategies? (19)

answer

Licensing, contract manufacturing, management contracting, and joint ownership

question

Free trade zones can be described as __________. (19)

answer

groups of nations organized to work toward common goals in the regulation of international trade

question

What are the two key links in a whole channel view of international distribution? (19)

answer

Channels between nations and channels within nations

question

What is the simplest way to enter a foreign market? (19)

answer

Through exporting

question

When using the global product strategy of __________, companies create something new to meet the needs of consumers in a given country. (19)

answer

product invention

question

Which of the following statements about the global marketplace is correct? (19)

answer

Domestic firms need to internationalize to take advantage of growing markets throughout the world.

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