question

T/F One of the corporate benefits of e-marketing is the ability to improve inventory control and distribution costs.

answer

T

question

T/F Interactive marketing consists of buyer-seller communications in which the customer controls the amount and type of information received from a marketer

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T

question

availability of goods and services at convenient locations creates: a. form utility b. time utility c. place utility d. ownership utility

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c. place utility

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the organizational function and set of processes that creates, communicates, and delivers value to customers and manages customer relationships in ways that benefit the organization and its stakeholders is called ___ a. marketing b. financing c. operations d. administration

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a. marketing

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the marketing philosophy summarized by the phrase "a high-quality product will sell itself" is a characteristic of the ___ era a.production b. sales c. marketing d. relationship

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a. production

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In the relationship era, firms focus on: a. short-term relationships with suppliers b. long-term relationships with customers and suppliers c. short-term relationships with customers and suppliers d. short-term relationships with customers

answer

b. long0term relationships with customers and suppliers

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if a company such as K.B Trucking wanted to avoid marketing myopia, it should define its business as: a. a provider of transportation solutions b. a trucking company. c. a materials handling company. d. a freight hauling firm

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a. a provider of transportation solutions

question

The basic objective of place marketing is to: a. attract visitors or new businesses to a particular area b. influence others to accept the goals of the sponsoring organization c. convince people to attend a sporting or cultural event d. bring to the attention of public some charitable issue

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a. attract visitors or new businesses to a particular area

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A music star promotes her concerts, but also uses her concerts to promote a charitable cause. This is an example of a combination of __, __, and __ marketing respectively. a. event; person; time b. cause; person; organization c. person; event; cause d. person; organization; event

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c. person; event; cause

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What is the ultimate objective of relationship marketing? a. Find new customers b. create regular purchasers c. turn customers into advocates d. turn customers into loyal supporters

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c. turn customers into advocates

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The application of relationship marketing requires attention to levels of customer loyalty. Which of the following is the highest level as defined by this type of marketing? a. loyal supporter of the company and its goods and services b. advocate who not only buys the products but recommends them to others c. regular purchaser of the company's products d. stockholder who literally buys into the organization and its mission

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b. advocate who not only buys the products but recommends them to others

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interactive marketing refers to: a. sequential marketing efforts beginning with frontline salespersons and proceeding to detailed instructions by a technical expert b.marketing efforts vis-av-vis interactive programs where customers can post their queries directly tot he management c. buyer-seller communications in which the customer controls the amount and type of information received from a marketer d. software-controlled marketing strategy which uses central databases to segment the market on various demographic and psychographic factors

answer

c. buyer-seller communications in which the customer controls the amount and type of information received from a marketer

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Relationship marketing focuses more attention on __ customers because new customers are __ to acquire compared to existing customers a. existing; less expensive b. new; less expensive c. existing; more expensive d. new; more expensive

answer

c. existing; more expensive

question

what is the role of marketing in sustainability efforts? a. firms stand to exploit newer markets that are opened up tot hem b. firms gain credibility from their efforts to protect the environment c. firms can expect to save on costs incurred in discarding older, ineffective technology in favor of newer, state-of-the-art technology d. firms can increase their profitability by enhancing their carbon-footprints

answer

b. firms gain credibility from their efforts to protect the environment

question

Monitoring local newspapers and television news shows for general information relating to a firm's business would be an example of: a. environmental scanning b. economic analysis c. social-political manipulation d. technological development

answer

a. environmental scanning

question

Friums and You, a Canadian firm, together with its subsidiaries, manufactures and markets snacks, confectionery, and quick meal products worldwide. They have been trying to set up business in China. As per Chinese laws. Friums and You will have to be involved in a __ to start operations in China a. temporary arrangement b. buyout c. strategic alliance d. hostile takeover

answer

c. strategic alliance

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Pharmaceutical companies often get patents granted them the exclusive right to produce and market drug formations they have developed. These patents are: a. the result of non-compete agreements signed by pharmaceutical firms b. in violation of ethical principles on which business is based. c. probably of little use because what one firm can patent, another can duplicate d. rewards for the millions that the firms invested in the research and development process

answer

d. rewards for the millions that the firms invested in the research and development process

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Which of the following has ended total monopoly protection for most utilities like natural gas, electricity, water, and cable TV service? a. Deregulation movement b. Disinvestment c. Temporary monopoly d. Perfect competition

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a. Deregulation movement

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In the US, four major music companies receive 80% of recording revenues. Such a market structure is termed as __. a. perfect competition b. oligopoly c. monopolistic d. duopoly

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b. oligopoly

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Lockheed Martin wont he largest Defense Department contract ever y proving it could be the first company to develop and fly a new model place. This illustrates the importance of ___ a. rapid prototyping of new products. b. demarketing c. time-based competition d. the legal environment

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c. time-based competition

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Luring consumers to provide personal information is called ___ a. piracy b. viral marketing c. logging d. phishing

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d. phishing

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Which act prohibits restraint of trade and monopolization and identifies competitive marketing system as a national policy goal? a. Wheeler-Lea Act b. Sherman Antitrust Act c. Federal Trade Commission Act d. Clayton Act

answer

b. Sherman Antitrust Act

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Which act prohibits price discrimination in sales to wholesalers, retailers, or other producers? a. Wheeler-Lea Act b. Robinson- Patman Act c. North American Free Trade Agreement d. Federal Trade Commission Act

answer

b. Robinson- Patman Act

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During which phase in the business cycle do marketers consider lowering prices and increasing promotions that include special offers to stimulate demand? a. prosperity b. recession c. recovery d. introductions

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b. recession

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Which of the following usually indicates a strong economy? a. growth in services such as banking and restaurants b. cautious spending by businesses and consumers c. the focus on basic, functional products, lower price tags d. increase in purchasing power coupled with uncertain demand

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a. growth in services such as banking and restaurants

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which of the following protects the consumer by exerting legal, moral, and economic pressures on business and government? a. consumerism b. consumer rights c. socialism d. capitalism

answer

a. consumerism

question

the bedrock of ethics in promotion, which involves accurately representing a product's benefits, drawbacks, warranties, price and availability is termed as _ a. direct selling b. customer responsive advertising c. buzz advertising d. truth in advertising

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d. truth in advertising

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which step int he pyramid of social responsibility focuses on contributing resources to the community and improving quality of life? a.legal b. philanthropic c. ethical d. economic

answer

b. philanthropic

question

The production, promotion, and reclamation of environmentally sensitive products is called a. ethical marketting b. social marketing c. demarketing d. green marketing

answer

d. green marketing

question

Internet penetration is the: a. bandwidth usage in comparison to other forms of digital technology b. depth of information covered on each subject available on the internet c. percentage of internet usage per individual for a given period d. percentage of a region's population who use the internet

answer

d. percentage of a region's population who use the internet

question

Big Martin Corporation uses its Website to target customers and promote its products. Big Martin is engaged in a. interactive marketing b. web services c. e-marketing d. online trading

answer

c. e-marketing

question

References to the Internets global reach have to do with its a. ability to communicate inexpensively with consumers anywhere at a time b. capacity to overcome cultural barriers between nations c. power to insulate national economies from events occuring outside their borders d. ability to use a single language, english, to communicate with world markets

answer

a. ability to communicate inexpensively with consumers anywhere at a time

question

An e-business vendor who creates products, such as clothing or computers, to the exact specifications of individual customers is practicing a. personalization b. interactive marketing c. global reach d. right-time marketing

answer

a. personalization

question

the most important goal of a marketing web site it to a. give prospective employees the opportunity to apply for jobs online b. provide financial information to investors. c. increase purchases by visitors d. communicate product information and build relationships with customers

answer

c. increase purchases by visitors

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is the process of anticipating future events and conditions and determining the best way to achieve organizational objectives

answer

planning

question

is the process of determining an organization's primary objectives and adopting courses of action that will achieve these objectives

answer

strategic planning

question

the __ is the blending of the four strategy elements to fit the needs and preferences of a specific target market

answer

marketing mix

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__ identifies competitive forces that influence planning strategies

answer

Porters Five Force's

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___ is an important planning tool to determine an organization's strengths and weaknesses

answer

SWOT analysis

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NBC is a __ of General Electric

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strategic business unit

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An __ is a secure network used for e-marketing and accessible through the firm's Web site by external customers, suppliers, or other authorized users

answer

extranet

question

a __ is a secure web site in which a company and its suppliers share data relation to e-marketing, from product design through order delivery

answer

private exchange

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_ is the use of the internet by organizations to solicit bids and purchase goods and services from suppliers

answer

electronic procurement

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an _ is an electronic identification that allows legal contracts such as home mortgages and insurance policies to be executed online

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electronic signature

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a _ is an electronic barrier between a company's internal network and the internet that limits access into and out of the network

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firewall

question

_ is an arrangement by which a marketer pays a fee to have his or her firm's website or ads pop up after a computer user enters a key word or orders into a search engine

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search marketing

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is a file that holds items online shopper has chosen to buy

answer

electronic shopping cart

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the percentage of people who click on a banner ad is called the

answer

click-through rate

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the _ refers tot he percentage of visitors to a website who make purchases

answer

conversion rate

question

the amount of time users spend on sites is called

answer

engagement

Chap 1-4 – Flashcard

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