question

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is considered __________.

answer

advertising

question

As marketers adopt richer but more fragmented media and promotion mixes to reach their diverse markets, they risk creating a communications hodgepodge for consumers. To prevent this, companies have adopted the concept of __________.

answer

integrated marketing communities (IM)

question

Netflix recruits "Grammasters," influencers who have large Instagram followings. They travel around the world taking photos and creating videos. This is an example of using __________ as a personal communication channel.

answer

buzz marketing

question

When companies set their promotion budgets to match competitor's outlays, they are using the __________ method.

answer

competitive-parity

question

John Deere does very little promoting of its lawn mowers, garden tractors, and other residential consumer products to final consumers. Instead, John Deere's sales force works with Lowe's, The Home Depot, and other channel members. This is an example of using __________for promotion.

answer

push strategy

question

Marketing management must first __________ when developing an advertising program.

answer

set advertising objectives

question

__________ advertising is more suitable for mature products.

answer

reminder

question

The reasons for considering public relations, which has a greater impact at a much lower cost than advertising, include __________.

answer

the possibility of stories to be picked up by different media

question

Despite its potential strengths, public relations are occasionally described as a marketing stepchild because of all of the following reasons except __________. A. the PR department is often located at corporate headquarters B. PR practitioners consider their job as simply communication C. the PR practitioners are interested in customer engagement and relationships D. the PR department is handled by third party E. the PR practitioners are not interested in brand building

answer

B. PR practitioners consider their job as simply communication

question

__________ and __________ are core PR strengths and that plays well into the use of online, mobile, and social media.

answer

storytelling; engagement

question

which of the following statements regarding the changing communications landscape is correct? A. The digital age has had little impact on marketing communications. B. More than ever, consumers are relying on marketers for information. C. In terms of communication, today's consumers are less empowered. D. The dominance of television, magazines, newspapers, and other traditional mass media is declining. E. Marketers today are shifting their efforts to mass marketing.

answer

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

question

In the communication process, putting thought into symbolic form is called _______

answer

encoding

question

A recent study showed that more than two-thirds of advertisers are planning video ad campaigns that stretch across multiple viewing platforms. This is called __________.

answer

video convergence

question

A company wishes to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company use?

answer

advertising

question

__________ involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

answer

direct and digital marketing

question

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

answer

buzz marketing

question

Which of the following statements regarding advertising in the new marketing communications model is correct? A. Advertisers are shifting toward digital media. B. Advertisers are using less targeted media to reach consumers. C. Advertisers are using more traditional mass media because costs have declined and audience size has increased. D. Advertising spending in magazines, radio, and newspapers has increased. E. Advertisers are spending more on television broadcast media.

answer

A. Advertisers are shifting toward digital media.

question

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

answer

sales promotion

question

In the content of a message, marketers often use __________ appeals such as joy, love, humor, fear, and guilt.

answer

emotional

question

Which promotional tool is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?

answer

advertising

question

Which type of advertising is heavily used for new product category introductions?

answer

informative

question

When a company directly or indirectly compares its brand with one or more other brands in an advertisement, they are using __________.

answer

comparative

question

Advertising appeals should have three characteristics. These characteristics are __________.

answer

to be meaningful, to be believable, and to be distinctive

question

Which of the following statements about advertising is correct? A. Over time, advertising has changed very little. B. In addition to businesses, advertising is used by many types of organizations. C. Advertising began in the early 1800's. D. Advertising is synonymous with public relations. E. Advertising is not useful for persuading an audience.

answer

B. In addition to businesses, advertising is used by many types of organizations.

question

In selecting a media vehicle, media planners need to determine the cost of the vehicle's reach. To measure this, they use a method known as __________.

answer

cost per 1,000

question

It is common to see product placements--- embedding brands as props within other programming, such as TV shows or movies. Product placements are a form of __________.

answer

branded entertainment

question

Annual reports, brochures, articles, and company newsletters all represent which type of PR tool?

answer

written materials

question

What is the first step in the media selection process?

answer

Determining reach, frequency, impact, and engagement

question

Which of the following statements about setting an advertising budget is correct? A. Mature brands usually require higher advertising budgets as a ratio to sales. B. New products typically need relatively large advertising budgets to build awareness and to gain consumer trial. C. Undifferentiated brands do not require advertising to set them apart. D. When a product is clearly differentiated, advertising is not used in the promotion mix. E. Brands in a market with many competitors and high advertising clutter usually require less advertising.

answer

B. New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.

question

Which of the following statements about public relations is correct? A. Public relations cannot be used to engage consumers. B. Public relations captures a major portion of the overall marketing budget. C. Public relations is used only to promote products. D. The lines between advertising and public relations are becoming more and more blurred. E. The impact of public relations on public awareness comes at a much higher cost than advertising.

answer

D. Public relations captures a major portion of the overall marketing budget.

question

Which of the following statements does not reflect the role of salespersons within a company? A. Salespeople represent customers to the company. B. Salespeople act as "champions" of customers' interests and managing the buyerdash seller relationship. C. Salespeople learn about customer needs and work with other marketing and nonmarketing people in the company to develop greater customer value. D. The concept of salesperson-owned loyalty describes the loyalty that salespersons have toward the company. E. Salespeople relay customer concerns about company products and actions back inside to those who can handle them.

answer

D. The concept of salesperson-owned loyalty describes the loyalty that salespersons have toward the company.

question

Which of the following is not a step in an effective sales management process? A. Selecting B. Training C. Supervising D. Prospecting E. Compensating

answer

D. Prospecting

question

The aim of transaction-oriented marketing is to help salespeople __________

answer

close a specific sale

question

The first step in the personal selling process is __________.

answer

prospecting

question

A sales contest is considered a part of __________.

answer

business promotions

question

Priceline.com sells its services through __________.

answer

direct marketing as a supplementary channel

question

The hottest growth area for the retailer Home Depot in the U.S. market has been attributed to __________.

answer

online sales

question

One of the challenges of social media marketing is that social media __________.

answer

are largely user controlled

question

Why should companies use mobile marketing responsibly?

answer

Companies risk angering already ad-weary consumers.

question

__________ is a type of identity theft that uses deceptive emails and fraudulent online sites.

answer

Phishing

question

In making products and services available to consumers, channel members add value. Key functions performed by the marketing channels include all of the following except __________. A. matching B. promotion C. pricing D. distribution of information E. negotiation

answer

C. pricing

question

A __________ has no intermediary levels.

answer

direct marketing channel

question

Historically, __________ have lacked leadership and power, often resulting in damaging conflict and poor performance.

answer

conventional distribution channels

question

The franchise organization is the most common type of __________ VMS (vertical marketing system).

answer

contractual

question

The concept of __________ recognizes that providing better customer service and trimming distribution costs require teamwork.

answer

integrated logistics management

question

The concept of salesperson-owned loyalty means that __________.

answer

customers become loyal to salespeople as well as the companies they represent

question

During a sales presentation, which of the following would best fit a relationship marketing approach? A. Convince the customer of the product's superiority. B. Focus the presentation on glad-handing. C. Razzle-dazzle the customer. D. Tell a value story. E. Use hard-sell tactics.

answer

D. Tell a value story.

question

According to the text, what is the fastest-growing sales trend today?

answer

social selling

question

Delta Faucet partnered with Warrior Dash, which sponsored several 5k mud run races around the country over the summer. At each event, Delta built a huge custom shower station, complete with 184 Delta showerheads, where mud-soaked competitors could meet and wash off after the race. This is an example of which type of promotion?

answer

event marketing

question

Some companies still treat sales and marketing as separate functions. One effect this can have is to __________.

answer

damage customer relationships

question

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

answer

sizing the sales force

question

Which of the following is an objective for business promotions? A. Urging short-term customer buying B. Getting retailers to buy ahead C. Getting more support for the sales force D. Generating business leads E. Getting more shelf space from retailers

answer

D. Generating business leads

question

Helping salespeople to "work smart" by doing the right things in the right ways is the goal of __________, whereas getting them to work hard is the goal of __________.

answer

supervision; motivation

question

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

answer

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

question

Which of the following statements is true regarding salespeople? A. Salespeople are not well educated. B. The best salespeople are the ones who work closely with customers for mutual gain. C. Salespeople do not play a role in solving customer problems. D. Most salespeople lack common sense and social skills. E. Salespeople must be fast talkers.

answer

B. The best salespeople are the ones who work closely with customers for mutual gain.

question

Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is __________.

answer

interactive

question

Which of the following correctly identifies forms of digital direct marketing?

answer

Online marketing, social media marketing, and mobile marketing

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.

answer

brand community

question

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

answer

permission based email marketing

question

One drawback to viral marketing is that __________.

answer

marketers cannot control where users pass along the message

question

A marketing website should be easy to use and visually appealing. To be effective, these websites must also be __________.

answer

useful

question

Consumers may receive an email, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks them to log on to a provided web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called __________.

answer

phishing

question

Direct mail is well suited for which of the following?

answer

Direct, one-to-one communications

question

Buyers have increased their use of direct and digital marketing because they are __________.

answer

easy, convenient, and private

question

The fastest growing form of marketing is __________.

answer

direct and digital marketing

question

__________ retailing refers to the creation of a seamless cross-channel buying experience.

answer

Omni-channel

question

L.L. Bean has turned its flagship store into a full-fledged outdoor adventure center, which is an example of __________.

answer

experiential retailing

question

__________ have shifted the balance of power between retailers and producers.

answer

Megaretailers

question

__________ are the largest single group of wholesalers.

answer

Merchant wholesalers

question

Tiffany and Neiman Marcus are classified as __________ retailers.

answer

full-service

question

Some sellers require that dealers not handle competitor's products. This strategy is called __________.

answer

exclusive dealing

question

Which of the following is a reason that producers use marketing channels and channel intermediaries? A. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers. B. Using channel intermediaries increases the number of contacts with customers. C. Using marketing channels allows producers to retain full control over how and to whom they sell their products. D. The reduced costs of using channel intermediaries offsets the inefficiencies of marketing channels. E. Marketing channel decisions require only a short-term commitment.

answer

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

question

Which of the following statements regarding a just-in-time logistics system is correct? A. Just-in-time logistics systems allow producers and retailer to carry large amounts of inventory. B. Just-in-time logistics systems greatly increase inventory-carrying and inventory-handling costs. C. Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations. D. Just-in-time logistics systems ensure that new stock arrives at least one week before it is needed. E. Just-in-time logistics systems eliminate the need for forecasting.

answer

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

question

Which of the following statements regarding marketing channel design is correct? A. Channel alternatives should be evaluated against economic, control, and adaptability criteria. B. Marketers should always maximize the number of intermediaries used in a channel. C. In global markets, channel systems are the same in different countries. D. Channel objectives should be set in terms of profitability. E. It is important to let the responsibilities of channel members evolve as their relationship develops.

answer

A. Channel alternatives should be evaluated against economic, control, and adaptability criteria.

question

One key function of channel members is __________, which involves shaping offers to meet the buyer's needs, including activities such as manufacturing, grading, assembling, and packaging.

answer

matching

question

Walmart has a lot of power and exerts strong influence on the suppliers they buy from. This channel power is an example of a(n) __________ vertical marketing system (VMS).

answer

administered

question

In 2001, Apple opened its first Apple stores in the United States. These stores were owned and operated by Apple. This is an example of which type of vertical marketing system (VMS)?

answer

corporate

question

Firms producing consumer electronics, furniture, and home appliance brands typically distribute their products __________.

answer

selectively

question

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

answer

partner relationship management

question

Which of the following is an example of horizontal channel conflict? A. A consumer complaining to a retailer about the service they received. B. A Ford dealer complaining that another Ford dealer is advertising in their territory. C. A retailer complaining about receiving damaged goods from a wholesaler. D. A consumer complaining to a producer about the quality of a product. E. A retailer complaining about a producer's pricing.

answer

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

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?

answer

Lower margins and selling higher volume

question

Which of the following statements regarding green retailing is correct? A. The only current green retailing initiative is to offer environmentally friendly products. B. Green retailing takes place at the store and does not extend to other channel members. C. Retailers today are hesitant to adopt environmentally sustainable practices. D. Green retailing initiatives hurt the bottom line by increasing costs. E. Green retailing initiatives extend to helping consumers be more environmentally responsible.

answer

E. Green retailing initiatives extend to helping consumers be more environmentally responsible.

question

One recent retailing trend resulting from economic conditions is __________.

answer

tighter consumer spending

question

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

answer

omni-channel retailing

question

Which wholesaler channel function helps reduce inventory holding costs?

answer

Warehousing

question

Which of the following best reflects the role of retailing in the distribution channel? A. All the activities involved in selling goods over the Internet B. All the activities involved in breaking down large volumes of goods for resale to retailers C. All the activities involved in selling raw materials to manufacturers D. All the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use E. All the activities involved when consumers sell to other consumers on auction websites

answer

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

question

Which of the following statements about retailer marketing decisions is correct? A. Retailers do not differentiate themselves on their service mix. B. Many retailers identify three critical factors for retail success: location, location, and location. C. Most retailers seek either high markups on higher volume or low markups on lower volume. D. Retailers do not have to segment and target their markets. E. Stores do not need to differentiate and position themselves.

answer

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

question

L.L.Bean has turned its flagship store and campus in Freeport, Maine into a full-fledged outdoor adventure center. There, customers can hike, kayak, or go seal watching at nearby Cisco Bay. This is an example of __________.

answer

experiential retailing

question

Recently, superstores that are actually giant specialty stores, such as Petco and Home Depot, have seen tremendous growth. These types of superstores are called __________.

answer

category killers

question

Which of the following statements regarding retailer pricing decisions is correct? A. High-low pricing is a strategy used by wholesalers when they sell to retailers. B. All retailers use some type of price promotions. C. Everyday low pricing is a strategy that has proven to be ineffective. D. Most retailers seek either high markups on lower volume or low markups on higher volume. E. Competition and economic factors do not influence retail pricing decisions.

answer

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

question

Which of the following statements does NOT describe price? A. Price is the only element in the marketing mix that represents costs. B. Price is the sum of all the values that customers give up to gain the benefits of having or using a product or service. C. Prices can be changed quickly. D. Price remains one of the most important elements that determine a firm's market share and profitability. E. Price is one of the most flexible marketing mix elements.

answer

A. Price is the only element in the marketing mix that represents costs.

question

Which of the following statements does not apply to the description of prices? A. Price is the amount of money charged for a product or a service. B. Historically, price has been the major factor affecting buyer choice. C. Pricing is the number-one problem facing many marketing executives. D. In recent decades price factors have gained increasing importance. E. Price remains one of the most important elements that determine a firm's market share.

answer

D. In recent decades price factors have gained increasing importance.

question

__________ uses buyers' perceptions of value as the key to pricing.

answer

customer value-based pricing

question

__________ reverses the usual process of first designing a new product, determining its cost, and then asking, "Can we sell it for that?"

answer

target costing

question

Under __________, the market consists of many buyers and sellers trading in a uniform commodity.

answer

pure competition

question

Market skimming prices are preferred in all of the following conditions except __________. A. an initial low price is set by the companies B. competitors should not be able to enter the market easily and undercut the high price C. enough buyers must want the product at that price D. the costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more E. the product's quality and image must support its higher price

answer

A. an initial low price is set by the companies

question

Companies that make products that must be used along with a main product are using __________.

answer

captive-product pricing

question

In __________pricing, the company sells a product or service at two or more prices, even though the difference in prices is not based on differences in costs.

answer

segmented

question

Techniques that can be used by sellers for avoiding customers' perception of price gouging includes all of the following except __________.

answer

rationing products to customers

question

Federal legislation on __________ states that sellers must set prices without talking to competitors.

answer

price-fixing

question

How is price determined using cost-plus pricing?

answer

The price is set by adding a standard mark-up to the cost of the product.

question

The strategy of __________ means that the firm attempts to offer the right combination of quality and good service at a fair price.

answer

good-value pricing

question

In which type of market does no buyer or seller have much impact on setting the going market price?

answer

pure competition

question

Price is the only part of the marketing mix that __________.

answer

produces revenue

question

Which of the following statements regarding customer value-based pricing is correct? A. Customer value-based strategy begins with determining product costs. B. Using this strategy, marketers must convince buyers that the product's value at that price justifies its purchase. C. Using this strategy, marketers first design the product and marketing program, then set the price. D. This strategy is seldom used because buyers rarely consider perceived value when evaluating a product's price. E. In using this strategy, companies often find it hard to measure the value customers attach to their product.

answer

E. In using this strategy, companies often find it hard to measure the value customers attach to their product.

question

Which factor sets the floor on setting a product's price?

answer

Product costs

question

Which type of market consists of many buyers and sellers trading over a range of prices rather than a single market price?

answer

Monopolistic competition

question

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

answer

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

question

Retailers such as Macy's and JC Penney charge higher prices on an everyday basis, but run frequent promotions to lower prices temporarily on selected items. This is an example of __________.

answer

high-low pricing

question

Which of the following statements is true regarding costs? A. Average cost tends to decrease with accumulated production experience. B. Totals costs are the sum of long-run average costs and short-run average costs. C. Costs do not vary with different levels of production. D. Variable costs vary directly with the level of sales. E. Experience curve pricing is a low risk strategy.

answer

A. Average cost tends to decrease with accumulated production experience.

question

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

answer

product-bundle

question

Promotional pricing tactics include __________.

answer

discounts, special-event pricing, and limited time offers

question

Which of the following statements regarding segmented pricing is correct? A. Segmented pricing is not used to price different versions of a product. B. For segmented pricing to be effective, the segments should have the same degree of demand. C. Perceived value does not have to be considered when using segmented pricing. D. Segmented pricing practices can cause consumer resentment. E. Different locations are not used as a basis for segmented pricing.

answer

D. Segmented pricing practices can cause consumer resentment.

question

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

answer

launch a low-price fighter brand

question

What is the purpose of the Robinson-Patman Act?

answer

To prevent unfair price discrimination

question

A soda pop company offers a discount to a grocer. In exchange, the grocer agrees to provide in-store advertising for the soda pop and additional sales-support. This is an example of __________.

answer

promotional allowances

question

Which of the following statements is true concerning new product pricing strategies? A. A market-penetration strategy should be used if the market is not highly price sensitive. B. For a market-skimming strategy to be successful, the costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more. C. When using a market-skimming strategy, marketers do not need to focus on the product's quality and image. D. If competitors can easily enter the market, a market-skimming strategy should be used. E. For a market-penetration strategy to work, production and distribution costs must increase as sales volume increases.

answer

B. For a market-skimming strategy to be successful, the costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more.

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 __________.

answer

two-part pricing

question

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

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.

answer

market-skimming

question

Which of the following statements discussing big data is not true? A. Companies that effectively tap the available glut of data can gain rich, customer insights. B. Big data provides a lot more information than the managers can digest. C. Companies can gain timely customer information. D. Marketers can access and easily sift through the data once it is available. E. Data can be collected from blogs, tweets, and social media.

answer

D. Marketers can access and easily sift through the data once it is available.

question

MIS begins and ends with information users. Which of the following statements is not an advantage of MIS? A. MIS interacts with the information users to assess information needs. B. MIS interacts with the marketing environment to develop needed information. C. MIS helps users to analyze and use the information to develop customer insights. D. MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies. E. MIS helps users in making management decisions.

answer

D. MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies.

question

What is the first step in marketing research process?

answer

Define the problem

question

Companies can allow key customers and value-network members to access account, product, and other data through __________.

answer

extranets

question

The marketing research industry is considering several options for responding to intrusion and privacy issues, which includes all of the following except __________. A. providing value in exchange B. sharing information widely C. "your opinion counts" initiatives D. "respondent bill of rights" initiatives E. appointing a privacy officer

answer

B. sharing information widely

question

Indian government regulation requires foreign retailers in India to buy 30 percent of the merchandise they sell from local small businesses. This obstacle in global marketing is an example of setting __________ by host countries.

answer

non tariff trade barriers

question

In __________ the company makes agreements with manufacturers in the foreign market to produce its product or provide its service.

answer

contract manufacturing

question

In South Korea, Dunkin' Donuts sells an olive oil and tapioca starch donut, called Chewisty. This is an example of __________ strategy.

answer

product adaptation

question

Most companies manage their international activities by first __________. A. adapting product and services B. organizing an export department C. creating an international division D. becoming a global organization E. developing communication channel

answer

B. organizing an export department

question

L'Oréal, a French origin firm, is considered a(n) __________.

answer

truly global organization

question

Which of the following is an advantage to using internal databases for information? A. They can be accessed quickly and cheaply. B. Internal information is in a form that is useful for making marketing decisions. C. Internal information is accurate and complete. D. Internal information sources are easy to manage. E. The information stored in internal databases is always current.

answer

A. They can be accessed quickly and cheaply.

question

Which of the following statements regarding competitive marketing intelligence is correct? A. Companies should not be concerned about competitor's accessing publicly available information about them. B. The goal of competitive marketing intelligence is to improve strategic decision making. C. Marketing intermediaries are not a good source of competitive marketing intelligenc D. Monitoring a competitor's website is unethical. E. Marketing intelligence information is not available from the U.S. government.

answer

B. The goal of competitive marketing intelligence is to improve strategic decision making.

question

Survey research is the approach best suited for gathering __________.

answer

descriptive research

question

Which of the following statements about information and customer insights is correct? A. Customer insights have little impact on building customer relationships. B. To gain useful customer insights, more data is better data. C. Customer insights are useful but do not give companies a competitive advantage. D. Information to gain customer insights comes from a wide variety of sources. E. Customer insights are relatively easy to obtain.

answer

D. Information to gain customer insights comes from a wide variety of sources.

question

Using marketing information to gain customer insights is of little value unless __________.

answer

it is used to make better marketing decisions

question

Which of the following statements about marketing information systems (MIS) is correct? A. An MIS begins and ends with information collectors. B. Marketing information systems provide information only to a company's internal users. C. An MIS is focused on internal data and ignores the marketing environment. D. A good MIS must balance what users would like to have against what they really need and what is feasible to offer. E. A good MIS gives managers all the information they ask for.

answer

D. A good MIS must balance what users would like to have against what they really need and what is feasible to offer.

question

Defining the problem and research objectives is the __________ step in the marketing research process.

answer

first

question

Which of the following statements regarding the use of marketing information, customer relationship management (CRM), and analytics is correct? A. There are risks involved in using big data analytics and CRM. B. Marketing information is of great value even if it is not used for decision making. C. Technology alone can build profitable customer relationships. D. Marketing analytics is not used in customer relationship management. E. Social media information cannot be analyzed using marketing analytics.

answer

A. There are risks involved in using big data analytics and CRM.

question

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

answer

extranets

question

Which of the following statements about online research is correct? A. It is more expensive to conduct online research than using mail, phone, or personal interviews. B. Online research is only feasible for large companies. C. The Internet is especially well suited to qualitative research. D. Online surveys generally have higher response rates than those conducted by mail or phone. E. Experiments cannot be conducted online.

answer

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

question

In balancing standardization and adaptation, one common suggestion from international marketers is to __________.

answer

think globally but act locally

question

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

answer

Channels between nations and channels within nations

question

A country's attractiveness depends on the product, geographical factors, income and population, political climate, and other considerations. These factors relate to the importance of which of the following decisions?

answer

The types of countries to enter

question

What are the two economic factors that reflect a country's attractiveness as a market?

answer

Industrial structure and income distribution

question

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

answer

barter

question

Which market entry strategy has the greatest amount of commitment, risk, control, and profit potential?

answer

direct investment

question

Free trade zones can be described as __________.

answer

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

question

One barrier to international trade is when a country imposes biases against bids, restrictive product standards, or excessive host-country regulations or enforcement. These actions represent __________.

answer

nontariff trade barriers

question

What are the four types of joint venture entry strategies?

answer

Licensing, contract manufacturing, management contracting, and joint ownership

question

Dunkin Donuts has added menu items that meet the unique taste buds of customers in local markets, for example, mango pudding donuts in China. This represents which global product strategy?

answer

product adaptation

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 __________.

answer

content marketing managers

question

Specific promotional tools used in __________ include press releases, sponsorships, events, and web pages.

answer

public relations

question

One form of influence that carries great weight, especially for products that are expensive, risky, or highly visible is __________.

answer

word of mouth

question

Which of the following is the correct order of the six buyer-readiness stages?

answer

awareness, knowledge, liking, preference, conviction, and purchase

question

The public relations function of __________ is used to build and maintain national or local community relationships.

answer

public affairs

question

Advertising objectives can be classified based on three primary purposes. What are the three purposes?

answer

to inform, persuade, or remind

question

__________ consists of activities designed to engage and build good relations with the company's various publics.

answer

public relations

question

What is the first decision advertisers need to make when developing an advertising program?

answer

setting advertising objectives

question

One primary PR responsibility is to create content that __________.

answer

draws consumers to a brand

question

What is the intent of advertisement?

answer

to make ads and brand content into something that people actually want to watch

question

Procter & Gamble organizes its sales reps into teams, and each team is assigned to a major account (such as Safeway or Walmart). Which type of sales force structure is P&G using in this example?

answer

customer

question

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

answer

prospecting

question

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

answer

interpersonal

question

One study found that the best salespersons have four traits in common: intrinsic motivation, a disciplined work style, the ability to close a sale, and the ability to build relationships with customers. Knowing this would be most useful at which stage of sales force management?

answer

recruiting and selecting salespeople

question

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

answer

contests, premiums, and displays

question

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

answer

premiums

question

Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called __________.

answer

real-time marketing

question

According to the text, what can be the ultimate direct marketing medium, assuming it is used correctly?

answer

Email

question

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

answer

Birdpost

question

What is the digital version of word-of-mouth marketing?

answer

viral marketing

question

Which of the following would be best suited for marketers to engage customers anywhere and at any time during the buying and relationship-building processes?

answer

mobile marketing

question

Which of the following is a potential disadvantage to using blogs for marketing?

answer

blogs are a user controlled medium

question

Which of the following statements regarding catalog marketing is correct?

answer

printed catalogs can drive online and mobile sales

question

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

answer

inexpensive, efficient, and fast

question

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

answer

targeted levels of customer service

question

What are the four major functions of logistics?

answer

Warehousing, inventory management, transportation, and logistics information management

question

What does the process of designing marketing channels start with?

answer

analyzing consumer needs

question

__________ is a practice whereby a producer agrees to sell a brand to a dealer only if the dealer agrees to sell some or all of the rest of its line.

answer

fill-line forcing

question

The length of a channel is determined by __________.

answer

the number of intermediary levels

question

Which of the following statements regarding marketing logistics is correct?

answer

The goal of marketing logistics should be to provide a targeted level of customer service at the least cost.

question

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

answer

value delivery network

question

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

answer

retail convergence

question

What are the four broad characteristics used to classify retail stores?

answer

service, product lines, price, and organization

question

What are the three main types of off-price retailers?

answer

independents, factory outlets, and warehouse clubs

question

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

answer

segment and define their target market

question

Luxury automobile manufacturers typically add quality, services, and other features to differentiate their offers and thus support their higher price. This is an example of __________.

answer

value-added pricing

question

What is target costing?

answer

Setting a price and then setting costs that will ensure that the price is met

question

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

answer

customer's value perceptions

question

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

answer

at the intersection of total revenue and total costs

question

Which of the following statements about price is correct?

answer

Customers have put increasing pricing pressures on many companies.

question

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

answer

customer-segment pricing

question

Which of the following is true regarding the price-demand relationship?

answer

if demand is elastic, sellers will consider lowering their price

question

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

answer

win a large market share

question

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

answer

discounts and allowances

question

Which of the following statements is true regarding initiating price cuts?

answer

Cutting prices in an industry with excess capacity may lead to price wars.

question

__________ occurs when retailers set an artificially high "regular price" and then advertise a "sale price" which is actually close to their everyday price.

answer

deceptive pricing

question

To learn more about the relationships and patterns contained in the vast amounts of data they collect, marketers use __________.

answer

marketing analytics

question

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

answer

identify a unique customer insight

question

What are the three types of research objectives?

answer

exploratory, descriptive, and causal

question

Which of the following statements regarding conducting marketing research in a foreign country is correct?

answer

Reaching respondents in other parts of the world is more difficult than it is in the United States.

question

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

answer

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

question

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

answer

develop the research plan

question

Competitive marketing intelligence uses __________ data sources

answer

publicly available

question

What are the two main research instruments used by marketing researchers in primary data collection?

answer

questionnaires and mechanical devices

question

In which form of international organization are country managers responsible for salespeople, sales branches, distributors, and licensees in their respective countries?

answer

geographical organizations

question

What is the simplest way to enter a foreign market?

answer

through exporting

question

Which joint venturing method typically involves fees and royalty payments?

answer

licensing

question

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

answer

The World Trade Organization (WTO)

question

Which of the following statements is true regarding pricing in global markets?

answer

For most companies, their foreign prices probably will be higher than their domestic prices for comparable products.

question

Which type of industrial structure offers the fewest marketing opportunities?

answer

subsistence economies

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