Marketing 4.0 – Flashcards

Unlock all answers in this set

Unlock answers
question
Which advertising message reinforces the concept of materialism?
answer
You can increase you social status by purchasing this product.
question
Which situation most accurately depicts a promotional ethical issue in relation to children?
answer
A newscast teaser televises graphic film clips of a war zone during prime-time viewing.
question
In which state of a product's life cycle do promotional activities focus on differences between competing products?
answer
Growth
question
What is an example of advertisement stereotyping?
answer
A television commercial depicts a woman mopping the kitchen with a new floor cleaner.
question
How have technological advancements enhanced a small business's ability to promote its products?
answer
Information can be communicated by more venues, and messages can be customized.
question
Which statement is true about regulating international promotional activities?
answer
A business must understand that the laws governing promotional activities vary by country.
question
Which form of promotion is generally emphasized for complex, technical products sold to industrial users
answer
Personal selling
question
Why are there specific guidelines for advertising to children?
answer
Children are impressionable, and the wrong kinds of advertising can affect their development.
question
Some governments regulate promotional activities in their countries to protect consumers from which action?
answer
Deceptive advertising
question
What is new technology enabling businesses to create that is impacting the promotion function?
answer
Individualized messages
question
Which best describes the relationship of promotion and marketing?
answer
Interrelated
question
How do competing businesses within the same industry usually react to each other's promotional mixes?
answer
By playing follow the leader
question
Banner and pop-up ads impact the way audiences receive promotional information. These types of messages exist because of which technological development?
answer
Internet
question
Which type advertising promotes the support of a bank that gives to community projects?
answer
Institutional
question
Which is an objective of institutional advertising?
answer
To demonstrate the organization's role in community affairs
question
Which is an example of an external factor that affects promotion?
answer
Government regulation of ads
question
Which type of promotion is depicted by a business's one-time announcement of its half-price sale in the local newspaper?
answer
Sales promotion
question
How does promotion benefit customers?
answer
Helps them to select appropriate products
question
Determine whether the statement is true or false: It is important for the promotional message to be factual.
answer
True, it must be based on facts.
question
Which is an example of publicity?
answer
A news release
question
The most important benefit that magazine advertising offers to an advertiser is the ability to accomplish which goal?
answer
Target a particular group of consumers
question
Which is a print promotional medium?
answer
A shoppers' guide
question
Which advertising media offers the easiest means to evaluate the effectiveness of an advertisement?
answer
Direct mail
question
Which is an example of out-of-home media?
answer
An electrical sign located in a high-traffic area.
question
Why are promotional media such as newspapers and television referred to as mass media?
answer
They reach a lot of people at the same time.
question
Which would be used to promote special sales events only to customers who live in a specific location?
answer
Suburban newspapers
question
A small retail chain that sells specialized products for sports enthusiasts is located in a resort area that received most of its business during the summer. To increase year round sales, management wants to use direct mail advertising. Which format should be recommended?
answer
Niche catalogs
question
Which is an example of a successful direct-response advertisement?
answer
A person orders an exercise machine by telephone after viewing an infomercial.
question
Which is a common thread among all direct advertising strategies?
answer
They intend to motivate the consumer to take action.
question
What best describes the goal of amplified word of mouth?
answer
Providing information to activists to share with others
question
Alexandria has been using Look-So-Good cosmetics for several years and would not consider changing brands. In fact, Alexandria likes the cosmetics so much that she has become an advocate for the cosmetic company. She tells everyone about the features and benefits of Look-So-Good products, and encourages them to try the cosmetics. Which type of word-of-mouth marketing is Alexandria using?
answer
Organic marketing
question
Which is a benefit to businesses' positive word-of-mouth communication?
answer
Increased sales
question
The reason for using certain communications channels, such as coupons, in sales promotion is to accomplish which goal?
answer
Generate an immediate response
question
Ben recently purchased a cellular telephone. The manufacturer provided a form and a special code with the telephone's packaging. Ben completed the form, copied his sales receipt, and mailed these items back to the manufacturer along with the part of the packaging that contained the special code. Within 6 weeks, Ben received a $50 check from the telephone manufacturer. Which type of sales-promotion technique was used?
answer
Rebate
question
Which communication channels is a corporation's public-relations department most likely to use to maintain positive relationships with shareholders?
answer
Newsletters, annual reports, and the company's web site
question
The use of communications channels in public-relations activities is an important part of which action?
answer
Providing information
question
During one scene of a popular tv show, an actor pours a box of brand-name cereal into a bowl and begins to eat it. What does this exemplify?
answer
Product placement
question
Which is a common communications channel used in public relations?
answer
Press releases
question
Which is a reason why a businessperson might write a letter of inquiry?
answer
To request an appointment
question
When writing a letter of inquiry, when should you identify the purpose of your letter?
answer
At the beginning of your letter
question
In planning marketing activities and in making marketing decisions, marketers use a variety of data gathered by which component?
answer
Marketing-information management system
question
John's company asked him to make recommendations for new hardware and software to replace the existing marketing-information system. What should he recommend?
answer
Software that decision makers can use with minimum training.
question
Which characteristic of useful marketing information is represented by the statement, 'The benefits of using the information should be greater then the expense of gathering the data used to generate this information'?
answer
Cost-effectiveness
question
Which is an example of marketing information that a business could gather by surveying its customers?
answer
Location of the company's market
question
Which is an internal source of marketing information for a business?
answer
Inventory records
question
Why do marketers continue to gather information?
answer
The marketing environment is constantly changing.
question
A major credit card company has hired a marketing-research firm to conduct a survey regarding the use of consumer credit. Would it be considered ethical to use the database information collected in a direct marketing campaign?
answer
No, businesses should not undertake any non-research activities involving data collected.
question
Which is an important ethical issue involved with the collection and use of marketing information?
answer
Confidentiality
question
How can researchers protect the integrity of the marketing information they collect?
answer
By interpreting it correctly
question
How can using a database to track its customers' preferences and buying habits help a business?
answer
Builds strong, loyal customer relationships
question
So a business can retrieve customer and internal marketing information from a central location, it may use which technological tools?
answer
A database
question
Why do many businesses place a cookie on a user's hard drive when the user visits the business's website
answer
To track the number of times the user buys a product
question
Which situation is an example of SUGGING?
answer
A marketer tells a customer that she or he is conducting research and then begins a sales pitch.
question
Which is a benefit of having managers and researchers on the same page about the marketing-research problem?
answer
It keeps the business from wasting resources.
question
Which is the most significant reason why marketing research is important to businesses?
answer
It contributes to business success.
question
Which statement about marketing research problems is true?
answer
Problems that company decision-,makers identify are often just symptoms of larger problems that need to be researched.
question
How could a business use marketing-research data it has gathered about the average age, income, educational levels, and spending patterns of area consumers?
answer
To develop a profile of the typical customer
question
Which is an advantage of using secondary data in a marketing-research project?
answer
Less expensive to collect than primary data
question
Which research option usually answers questions related to how many?
answer
Quantitative
question
Which question does establishing a sampling plan for a research project answer?
answer
How many people to survey
question
A university is considering changes to its business administration degree. To obtain feedback on the idea from students, the university selects a sample of business majors who are seniors. Which type of sampling did the university use?
answer
Simple
question
When marketers sampled 100 15-year-old girls, they found that they all were 5 feet 2 inches tall. Which type of sampling error contributed to this finding?
answer
Chance
question
Which is an example of a secondary source of data that a business can obtain internally?
answer
Sales report
question
Which type of research would a business conduct if it wanted to identify potential issues or opportunities?
answer
Exploratory
question
A business has identified a sample of the population that it plans to survey to determine who is using their product in a foreign country. Which research design should it use?
answer
Descriptive
question
The TUV Company wants to conduct marketing research by surveying a sample of its vast customer base. What should companies use to reduce the possibility of bias?
answer
Random sampling
question
Which research approach do businesses often use to test new product ideas?
answer
Experimental
question
Which type of research is intended to obtain detailed data about customers' opinions and experiences?
answer
Qualitative
question
Which is the most appropriate data collection method to use when a business wants to determine how its employees interact with customers?
answer
Observation
question
Which is a characteristic of an unstructured observation?
answer
Often records a variety of behaviors
question
Which is the advantage in using personal interviews to collect marketing data?
answer
High flexibility
question
Which is an example of a marketing-research method that is used to collect primary data?
answer
Customer survey
question
Which data-collection method can be used to obtain product information during the point-of-purchase process?
answer
Volume-tracking scanner
question
Which is a common method of collecting research data that often involves the use of questionnaires?
answer
Mail survey
question
To obtain reliable, valid marketing-research data when conducting personal interviews, researchers must make sure that the interviewers posses which characteristics?
answer
Open, friendly, and nonjudgmental
question
How can ill-designed questionnaires affect survey participants?
answer
Can decrease their response rate
question
When should researchers ask potentially sensitive questions during an interview?
answer
Toward the end of the interview
question
The SBU Company developed a survey in which respondents are provided the same number of favorable and unfavorable rating options. Which type of scale is included with this survey?
answer
Balanced
question
Which type of scale is a firm using when a survey format has a seven-point rating system consisting of opposite adjectives on each end of the scale?
answer
Semantic differential
question
Which is a rating scale that allows marketing researchers to determine respondents' feelings?
answer
Likert
question
What does a business need to do to build a clientele?
answer
Provide friendly, courteous service
question
Which effect does building a clientele have on selling costs?
answer
Reduces them because making a repeat sale costs less then making an initial sale.
question
Toni is always patient and courteous. She seems to have a sincere interest in our satisfaction. Which key factor in building a clientele is Toni exhibiting?
answer
Service attitude
question
Tanking a client golfing is usually acceptable, as long as which situation exist?
answer
The business relationship does not include awarding a contract.
question
Salespeople who moonlight or attend classes on company time are guilty of which behavior?
answer
Unethical behavior
question
One way a business can help its salespeople demonstrate ethical behavior in selling situations is by performing which action?
answer
Establishing gift-giving guidelines
question
Which situation demonstrates ethical behavior in selling?
answer
Tom tells Mrs. Smith she can save $100 by purchasing a vacuum cleaner without the carpet attachment because she has hardwood floors.
question
Hotel supply salespeople who give expensive gifts to customers in an attempt to obtain their business are often considered guilty of which behavior?
answer
Unethical behavior
question
How can a reciprocal sales arrangement between a buyer and seller create an unethical situation?
answer
Ethical issues can occur when the reciprocity hurts or eliminates competition.
question
Which type of laws protect consumers from unethical selling practices, such as high-pressure sales techniques?
answer
Cooling off
question
Which technology allows the Gateway Insurance Group to match its agents with policyholders by aligning its agents with market potential?
answer
Mapping software
question
What is an illegal selling practice that is regulated because it reduces competition?
answer
Exclusive dealing
question
Caroline is unable to travel to a client's office but needs to demonstrate product features and be able to answer questions as they arise. Which technology tool would be helpful to her in making a sale?
answer
Web presentation combined with a teleconference
question
Which is a sales practice that may be considered illegal
answer
Tying arrangement
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New