question

Sales era

answer

When Maritza Toros opened her Mexican restaurant in a fashionable suburb of Kansas City, she believed that the most important element of her success would be advertising. Local papers, sent out coupons and really focused on the promotional aspects of the restaurant. Which of the four eras of marketing does it seem that Maritza emphasized?

question

A customer orientation, service orientation, profit orientation

answer

What would be included in a discussion of the marketing concept?

question

Customer Relationship Management.

answer

Learning as much as possible about customers and doing everything you can to satisfy them and exceed their expectations is:

question

- Producing a want satisfying product - Promoting the product - Setting a price for the product

answer

What are the marketing mixed variables?

question

Test marketing

answer

When McDonald's considered adding pizza to their menu, the company made pizza available in some of their typical markets, to determine customer reactions. That process is called:

question

Organizations that are in the middle of a series of organizations that distribute goods from producers to consumers

answer

Intermediaries are

question

- What customers have purchased in the past - What changes have occurred to change what customers want - What customers are likely to want in the future

answer

What does marketing research help determine

question

Define the problem

answer

What is the first step in the marketing research process.

question

Secondary data

answer

When S2s needed information about the potential market of their product, the marketing team looked to the internet to find industry trends, and to look at the market for eyewear products, which use the same technology that is used in their self-darkening windshield. The type of information the marketing team was using is

question

Technological factors, competitive factors, economic factors

answer

The factors included in an environmental scan are:

question

Sociocultural

answer

The increase in the number of older Americans has created s growing demand for nursing homes, health care, continuing education and more. This is as a result of the changes in the ____ factors in the environment.

question

A computer for the instructor to use while teaching the class.

answer

Which of the following products would be considered as the "business to business" market?

question

Demographic segmentation

answer

Johnson and Johnson targets children with Sesame Street bandages, and GM targets women for their Chevy blazer vehicle. These are examples of

question

One-to-one marketing

answer

We FlyU Anywhere is a travel agency that specializes in creating exotic trips to unusual destinations for their clients. They will create a "designer" vacation just for you. The most accurate description for the kind of marketing this travel agency is using would be:

question

Market segmentation

answer

The company that makes the Nautica brand liscened with the Stride-Rite company to make and athletic shoe to compete with Nike. The company wants the shoe to be used for athletics, not worn just for style. Nautica is making use of:

question

Mass marketing

answer

At one time, companies develop[ped products and promotions to please large groups of people, and tried to sell as many products to as many people as possible. This is known as:

question

A reference group

answer

Kelly Butler is out looking for a new car. Kelly is an aspiring lawyer, and she is looking for a car that will help her to project that " lawyer" image. Kelly is influenced by:

question

Cognitive Dissonance

answer

After Kelly bought her car, she realized just how much money she had spent! She spent some time wondering if she had made the right decision. Kelly seems to be suffering from:

question

- There are relatively few customers in the industrial market -Industrial customers are relatively large - Industrial buyers are generally more rational than consumer buyers

answer

What describes the business to business market.

question

Differ from consumer marketing strategies because the nature of the buyers is different.

answer

Marketing strategies for the business-to-business market.

question

True

answer

The idea of customer relationship management is to enhance customer satisfaction and stimulate long-term customer loyalty.

question

False

answer

Non profits for the most part do not need to make use of marketing techniques.

question

True

answer

Coupons rebates and cents-off deals are pert of the promotion variable of the marketing mix.

question

False

answer

Test marketing refers to the development of an accurate description of your product and then testing it by asking people whether the idea appeals to them.

question

True

answer

Setting an appropriate price includes considering the cost involved in producing, promoting, and distributing the product.

question

True

answer

To keep the costs lower, it is best to use secondary data first, when possible, in the market research process.

question

False

answer

Socio-cultural factors such as population growth and changing demographics may affect some marketers, but are not important for most organizations.

question

False

answer

If the economy begins to fall on hard times, about the only thing marketers can do is to cut production and wait for better times.

question

False

answer

The process of dividing the total market into several groups is called target marketing.

question

False

answer

An example of psychographic segmentation is dividing the market by whether or not your customers live in cities or in suburban areas.

question

True

answer

The bag and Tall Men's stores, which cater to men who are certain heights and weights, is an example of a company using niche marketing

question

True

answer

Relationship marketing leads away from mass production toward more custom made goods and services

question

True

answer

When selling to the Chinese market , it is important to avoid demonstrating how your product makes the customer stand out from the crowd, because the Chinese relate better to group identity. This is an example of a cultural influence.

question

False

answer

The reason for distinguishing between consumer markets and the business to business market is because the strategies for reaching the market are different, because the buyers are different, and the B2B market is much smaller.

question

True

answer

The B2B market is smaller than the consumer market in terms of the number of buyers, but large, in terms of the size of the buyers.

question

False

answer

B2B sales tend to be less direct than consumer sales, because business buyers use more middlemen.

question

Price Image created by advertising, brand name

answer

What describes the total product that consumers consider when they purchase a product.

question

product mix

answer

Ford motor company produces cars, trucks, and SUVs and provides financing. These products are part of Ford's

question

Product differentiation.

answer

Companies that distribute bottled water, like Evian or Aquafina, have the challenge of making a product that looks the same from one company to another appear to have qualities unique to that brand. Companies create these perceived differences using ...

question

they are more flexible in adapting to customer wants and needs.

answer

Small businesses often have an advantage in product differentiation because ....

question

desired goods and services

answer

Which of the folowing is not one of the classifications of consumer products?

question

Rolex Watch

answer

Which of the folowing would be considered a specialty good/service?

question

price differences quality differences or some combination of the two.

answer

The best way to promote products like clothes and shoes is to emphasize

question

business god

answer

When a manufacturer buys a laptop computer for employees use at work, the computer would be considered a:

question

Installation

answer

The factory that S2S, a manufacturer of self - darkening windshields, is building on the outskirts of Denver is an example of a(n)_______type of business good.

question

Packing has become more important, as a way to promote the product.

answer

Because products are often being sold in self- service outlets, rather than by salesperson:

question

Protect the goods inside, attract the buyer's attention , and provide information

answer

What is a list of functions of packaging?

question

Trademark

answer

The Jolly green giant would be an example of a:

question

generic good

answer

Rollerblade is working to make sure that when people refer to inline skating, they don't use the name: Rollerblade to refer to the sport. Rollerblade is afraid that their brand name will become a:

question

Brand insistence

answer

Each time you purchase toothpaste, you will only buy close n' brite, toothpaste guaranteed to give you fresh breath and whiter teeth. If the store is out of this brand you will make a point of going to a different store to buy that product. This is an example of:

question

Concept testing

answer

The process of taking a product idea to consumer to test their reaction is known as:

question

Idea generation

answer

The new product development process begins with:

question

Different stages in the product life cycle is call for different marketing strategies.

answer

The importance of the product life cycle is that:

question

Growth

answer

Sony, and the makers of personal digital assistance, have made the prices of these product more competitive, have increased the number and kinds of stores in which they are available , have offered a variety of choices, but not a lot , and are advertising extensively.

question

Global sensitives

answer

Which of the fllowing is not included in a list of pricing objectives?

question

target costing

answer

When Sony consideres how to price a new product, they determine what price they think their customers with pay, and then identify what profit the company needs. From there they determine the features they can offer on this product. This method of determining price is known as:

question

5000

answer

If fixed costs are $100,000, variable cost per unit is $40 and the selling price is $60, how many units must be sold for the firm to break even?

question

Penetration strategy

answer

When the Japanese entered the DVD player market ,they priced the product lower than the US markers in order to capture a large share of the market quickly.

question

Service Competition

answer

Upscale retailers, such as Nordstrom's feature customer service as their significant point of difference, and use that difference to compete with less expensive stores. This is know as:

question

True

answer

In todays market, marketers must learn to listen to consumers and adapt to a constntly changing market.

question

False

answer

To create the attractive value package an organization must always begin with a low price

question

False

answer

It is otfen easier for larger companies to established a close relationship with customers because they have representatives in most parts of the country.

question

True

answer

An example of a convienence good would be a candy bar.

question

False

answer

PRoducts can be classified as either a consumer or business product, but not as both.

question

True

answer

New technology is now enabling companies to track products through a radio signal attached to the product.

question

False

answer

Brand loyalty means than your product comes to mind when a product category is mentioned.

question

True

answer

An example of a delaer, or private, brand would be cherokee, sold exclusively in target stores nationwide.

question

True

answer

A brand manager, or product manager, has the responsibility for all the elements of the marketing mix for brand or product line..

question

True

answer

An imprtant source of new product ideas is company employees.

question

False

answer

Sales of a product peak late in the growth stage of the product life cycle.

question

true

answer

One marketing strategy in the maturity stage is to differentiate your product so that it will appeal to more market segments

question

False

answer

A firm will pursue only one pricing strategy at a time.

question

False

answer

Pricing objectives generally will have no effect on the other marketing mix variables.

question

False

answer

The break-even point is the point where sales revenue is equal to profits.

question

True

answer

When movie theaters charge lower rates for children, and companies give discounts to senior citizens, they are using demand oriented pricing

question

False

answer

Most pricing depends upon what the competition is charging.

question

False

answer

Marketers wont generally compete on product attributes other than price

question

True

answer

One way to avoid price wars is to establish friendly relationships with consumers

question

Storage, transportation, inventory.

answer

What are the activities of a distribution function?

question

Intermediaries perform some functions cheaper and faster then manufacturers.

answer

Which of the following statements is accurate regarding marketing intermediaries?

question

Time utility

answer

In some areas of the country, Wal-mart stays open 24 hours a day, most days of the year. This is an example of..

question

Service

answer

_____ utility is rapidly becoming the most important utility for many retailers as they face competition from direct marketing forms of retailing, such as the internet or catalogs.

question

Retailers sell to final consumers, while wholesalers sell to another member of the channel of distribution, not final consumers.

answer

The major difference between wholesalers and retailers is that:

question

Cash and carry wholeseller

answer

Sam's club sells to retailers, but doesn't offer transportation. Sam's will also allow a final consumer to shop, but charges an annual fee, and they have begun to allow customers to use credit, but the store will not deliver. Sam's is an example of a:

question

Merchant wholesaler

answer

Cindy Murphy wants to get into fashion merchandising. Because of the risks involved in high fashion, and how quickly fashions go out of date, Cindy doesn't want to start a company in which she has title to the clothing. Cindy will have to rule out which of the following in her choice of business?

question

Category killers

answer

Borders, Lowe's hardware, and office max are stores that offer wide selections of a product category at competitive prices. These stores can be so price competitive that they will drive out smaller businesses. These stores are known as:

question

Intensive distribution

answer

After a few years of relying on the internet to market their product, management at The Flying Noodle, a pasta company, has decided that it is time to get their product into the supermarket. This kind of basic pasta product will do best with:

question

Most retailers can get away without going online.

answer

What is not true about retailing over the internet

question

Direct marketing

answer

One of the fastest growing aspects of retailing is:

question

Buying a soda from the vending machine @ school

answer

What is not an example of direct marketing

question

Contractual distribution system.

answer

Midas muffler, Baskin-Robbins , and other franchisers are examples of:

question

Is longer, because it includes links from suppliers.

answer

Compared to a channel of distribution, a supply chain:

question

They create a more efficient method of production.

answer

What is not included in a list of benefits of supply chain management systems?

question

Planning, implementing, and controlling, the physical flow of materials, final goods, and related information from pointsof origin to points of consumption.

answer

Logistics is:

question

The use of outside firms to help move goods

answer

Third party logistics refers to.

question

Trucks

answer

Dave Klein is a produce farmer in northern California. His major customers are grocery stores in the Midwest.Dave's product will only last for about two weeks after it has been picked, so Dave is concerned with getting his product to his customers quickly, but also needs to be aware of the cost of shipping, as produce is a perishable item. He ships almost daily when his produce is in season. Which form of shipping is Dave MOST likely to use

question

Fishyback

answer

When Hans bought his car while on a trip to Germany, he wasn't sure how it would be shipped. The dealer assured him that many people buy cars and have them shipped to overseas destinations. The dealer explained that it's a smooth transition from land to sea and back to land, by trucking the car to the port, loading the entire truck trailer on to the ship, then trucking again to the destination. This process is known as:

question

Distribution warehouse

answer

A ____ gathers, then redistributes products.

question

True

answer

A channel of distribution consists of marketing intermediaries who join together to store and transport goods in their path from producer to consumer

question

False

answer

Generally, it is much less expensive and much faster when we can avoid the use of marketing intermediary and go straight to the producer.

question

True

answer

Marketing intermediaries canbeeliminated but their activies can't

question

True

answer

Form utility is typically provided by producers rather than intermediaries

question

True

answer

When Lowe's makes arrangements for a refrigerator to be delivered to the buyer's hom, they are providing time utility

question

False

answer

Merchant wholesalers do not buy what they sell ; they primarily match buyers with sellers

question

True

answer

A sales agent, or manufacturer's agent, can represent several companies

question

True

answer

Exclusive distribution would be used by a producer of a product such as skydiving equiptment.

question

True

answer

An example of a category killer would be Office Depot or Borders books

question

True

answer

One of the challenges of electronic retailing is providing service and keeping customers.

question

True

answer

The benefit of vending machines is their convenient location

question

False

answer

Multilevel marketing is not a good way to make money, because it costs too much to get into.

question

False

answer

In a corporate distribution center, a retailer signs a contract to cooperate with a manufacturer.

question

False

answer

The primary concern of supply chain management enables companies to carry lower levels of inventory and improve customer service.

question

true

answer

Supply chain management enables companies to carry lower levels of inventory and improve customer service.

question

True

answer

Today, logistics is as much about the movement of information as it is about the movement of goods.

question

True

answer

A major issue in marketing in the future will be how to ship goods to other countries in the fastest way possible and still keep costs low.

question

True

answer

A smaller manufacturer may make use of a freight forward because they don't ship enough product to fill a railcar or truck

question

True

answer

Intermodal shipping uses multiple modes of transportation to complete a single long-distance movement of freight

question

False

answer

A distribution warehouse hold products for a relatively longtime, until they can be distributed to the appropriate retailer or customer.

question

inform, remind,and persuade people to buy

answer

Promotion is an effort by marketers to

question

sponsoring a NASCAR race, hiring a sales force to call on automotive customers.

answer

S2S is a company that makes self-darkening windshields for cars and trucks.What is the promotion mix?

question

had a tremendous impact on promotion

answer

Technology and the internet have

question

Advertising creates a lot of job security.

answer

What would not be included in a discussion of the benefits of advertising, according to the text.

question

Paying to put products into tv shows and movies where they will be seen

answer

Product placement refers to

question

Radio

answer

Which media would be best if you are interested in targeting a specific audience, need flexibility, have a local market and don't have a lot of money to spend

question

Infomercials are low in cost

answer

What is not included in a discussion of the benefits of advertising using infomercials

question

Follow up

answer

In personal selling, the relationship must continue for a long time, as the salesperson responds to new requests for information from current customers. This is an important part of the __ step in personal selling

question

prospect and quality

answer

What is the first step in the b2b personal selling process

question

Automation has had a big impact on personal selling with the use of high-tech hardware and software

answer

What is true about personal selling today.

question

Approach

answer

The first formal step in the B2C personal selling process is

question

Advertise in a way that promotes positive word of mouth

answer

What is not part of developing a good public relations program

question

maintain close ties with the media, community leaders, government officials and other corporate stakeholders.

answer

It is the responsibility of the public relations department to

question

You can control when the publicity release will be used

answer

What is not considered to be a benefit of publicity?

question

sales promotion

answer

Mary went to the store to use coupons she received in the mail and bought some food she received samples of before. she is taking advantage of

question

Sales promotion efforts are aimed at employees, then dealers, then at the end consumer.

answer

What is not true regarding sales promotion efforts

question

take care of consumer complaints quickly and effectively

answer

One of the best ways to reduce negative word of mouth is to

question

Promotional efforts such as paying people to say positive things about your product on the internet

answer

Viral marketingis

question

a means of distributing audio and video programs via the internet that lets users subscribe to a number of files and then hear or view the material at the time they choose.

answer

Podcasting refers to

question

Pull strategy

answer

San Antonio made an effort to develop promotional materials for travel agents and bus tour companies that are within a 330 mile radius of the city. City officials are hopeful that these efforts will encourage tourism in the area when agents suggest the city to their clients. San Antonio is using

question

True

answer

intergrated marketing communication combines all the promotional tools into a comprhensive and unified promotional strategy

question

True

answer

The first step in developing promotion campaign is to identify the target market

question

True

answer

One of the benefits of internet advertising is that marketers can reach the people they most watn to reach, which are consumers researching products in which they are interested

question

false

answer

In globl advertising, the evidence supports the theory that promotional strategies an be implemented worldwide with few changes

question

true

answer

the current trend in promotion is to build relationships with customers overtime

question

false

answer

The follow up step in personal selling is the least important

question

false

answer

the objective during an initial sales call is to make a sale, or get a commitment to a sale

question

true

answer

today, b2b sales personnel will need to learn how to add value to the product they are selling through providing all the information a potential customer needs

question

false

answer

one of the avantages of publicity is that the company has control over how the media will use the story

question

false

answer

one of the problems with publicity is that it is not believable

question

true

answer

sales promotion can be used as an attempt to keep salespeople enthusiastic about the company and the product

question

true

answer

event marketing means sponsoring events such as rock concerts or being at various events to promote your products

question

true

answer

companies are trending to use the traditional promotional tools less today because so much information about consumers is now available

question

true

answer

When using a pull strategy, advertising and sales promotion effort are directed at consumers

question

false

answer

when designing a promotion mix, one should keep in mind that large, homogeneous groups of consumers are usually most effectively reached through advertising

question

true

answer

blogging is expected to have a huge impact on marketing in the future

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