Marketing Exam 3 – Supplementary

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If a firm declared that it wanted to develop a strategic relationship, but was unwilling to commit funds or any effort to make it succeed, there would be an obvious lack of
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credible commitments
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Yesterday, Lorinda overheard a surprisingly unpleasant encounter between the manager of the hardware store where she works and a sales rep who sells a well-known line of tools. The rep insisted that his tools should be more prominently displayed and that a better assortment would mean more sales. The manager had other plans and told him so, and the conversation turned into a loud argument. What Lorinda observed was an example of
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channel conflict
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Ted is glad his company finally converted to an RFID system. Now he no longer needs to go through all the new goods to make sure what the company ordered was what it received. Ted is responsible for __________ in his company.
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checking
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In vendor-managed inventory systems,
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retailers send sales information to the manufacturer.
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Especially in the fashion industry where styles and trends change rapidly, a quick response system can
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align deliveries more closely with actual sales.
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In a vertical marketing system, if the system is _______, the less likely conflict will occur.
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more formal
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Leona is the logistics manager for the Barnes & Noble bookstore chain. She is weighing the many benefits of the company’s JIT system but will need to consider that just-in-time inventory management systems increase _______ costs.
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transportation
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In addition to merchandise and payments, information flows throughout a supply chain. Which of the following is not a good characterization of the flow of information in a supply chain?
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Customers will send and receive information from stores and manufacturers.
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In an administered vertical marketing system,
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there is no common ownership, and the dominant member has significant power to impose its ideas and objectives.
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After installing a(n) _______ in its JIT system, Chocolate Tree (a retail chocolate store) was able to reduce lead time for merchandise orders.
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electronic data interchange system
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Flora is frustrated with her company’s supply-chain management information system. She wants to be able to receive sales data, initiate purchase orders, send and receive invoices and receive returned merchandise documentation. Flora needs a(n)
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electronic data interchange system.
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Although conflict is likely to occur in any supply chain, it is generally more pronounced when
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the supply-chain members are independent entities.
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While JIT systems have many benefits, they
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make logistics function more complicated
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When Costco sells to consumers directly, it acts as a _______; when it sells to other businesses, such as a restaurant owner, it acts as a _______.
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retailer; wholesaler
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Shorter lead times allow retailers
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to reduce the needed level of inventories.
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In a(n) __________ marketing channel, none of the participants have any control over the others.
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conventional
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Colin has just received a delivery from the company’s distribution center. He opens the containers and finds the popcorn and snacks are all bar-coded and priced and the package includes an end-of-the-aisle display rack. Colin has received a(n) __________ shipment.
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floor-ready
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Stores like Home Depot and Costco act as wholesalers when they
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sell to contractors or restaurant owners.
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Dawn works for a firm that buys products directly from the manufacturer and resells them to retailers, who then sell the products to consumers. Dawn works for a
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wholesaler
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A(n) __________ is a supply chain whose members act like a unified system.
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vertical marketing system
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Steven managed an auto parts store in the 1990s. At that time, stockouts—failure to have the parts auto mechanics needed to do their work that day—increased the likelihood of the mechanics becoming customers of competing auto supply stores. To avoid this problem and keep his business customers, Steven most likely
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stockpiled inventory, adding to the cost of providing auto parts.
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_______ power is based on getting a channel member to behave in a certain way because of a contractual agreement.
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Legitimate
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From a retailer’s perspective, a(n) ________ is helpful in order to know exactly what will arrive in a particular shipment from a supplier.
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ASN
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At the BMW plant in Spartanburg, South Carolina, rather than use a typical order-to-delivery process, it has suppliers deliver parts every four hours when the plant is in operation. BMW uses a(n) ______ inventory control system.
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just-in-time
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Retailing is the primary activity in all of the following situations except
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transporting pallets of Daisy brand dairy products.
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Unusual and exciting displays like Bass Pro Shops’s climbing wall and stocked aquarium are examples of
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in-store promotions
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Mira purchased some eyeliner from an Internet-based beauty supply house, and now she often receives online recommendations for other products from the same cosmetics line. These recommendations were probably the result of
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the purchases she had made.
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Andy purchased a number of books from Amazon.com, and he learned to trust the recommendations made to him. More than once he was pleasantly surprised at the books and authors he discovered this way. In this case, Amazon.com was creating value for Andy through
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personalized offerings
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Jenna has a large family and likes to stock up on large packs of basics like toilet paper, paper towels, and large bottles of condiments like ketchup. Jenna would most likely prefer to shop for these items at a(n)
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warehouse club
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Jordan directs her salespeople to increase the company’s share of wallet. Jordan is directing her salespeople to
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focus on increasing sales to their best customers.
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Which of the following retail stores would emphasize personal selling the most as part of the firm’s promotional efforts?
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jewelry store
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Heartland Plantation produces organic food products like stone-ground grits and wild rice. The company has limited production capacity and wants to carefully control where its products are sold. Heartland will likely choose __________ distribution intensity.
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exclusive
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Natalie represents a manufacturer who makes unique, high-end hats. When making a recommendation about potential retail partners, what should be Natalie’s first consideration?
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How likely is it for certain retailers to carry this product?
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Brian, an industrial equipment sales rep, purchases a quick snack to eat on the way to work. He buys lunch while on the road visiting customers and grabs bread and milk on the way home when he stops to buy gas. Brian probably does the majority of this shopping at a
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convenience store
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Johan owns an oil-change business called Oil Only. He changes oil in cars—and that is all he does. What kind of retail business is this?
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service retailer
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In which category would a dry-cleaning business be placed?
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service retailer
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If you were a marketer for a clothing manufacturer and you wanted to improve revenues from irregulars, production overruns, and returns, you would be attracted to using
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off-price retailers.
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Anbinh Fashions is launching a new line of one-of-a-kind designer jewelry. Each piece is handcrafted, and production volumes will be very low. To emphasize the unique nature of this jewelry, Anbinh Fashions will most likely choose _________ distribution.
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exclusive
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Carol’s Studio, located in a shopping mall, offers Zumba dance classes for all ages. Carol’s Studio is known as a(n)
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service retailer
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Amber has developed a line of organic lotions and handmade soaps with unique, herb-based scents and a touch of bee balm. She plans to sell these products to the wealthy residents of a nearby resort town. Which level of distribution intensity is probably best for this product?
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exclusive
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Henri wants customers in his specialty tobacco store to feel at home, as if they were in their personal smoking den. He uses lighting, music, and soft chairs to create a “look and feel” that will get customers to relax and return. Henri is focusing on which aspect of the marketing mix?
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promotion
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Annabeth is looking for a Michael Kors chronograph watch, and assumes she can view and try them on at Macy’s. She makes a special trip to the store to look at the watches and selects the style she likes best. Which aspect of choosing a retail partner allowed Annabeth to confidently shop for this item at a particular store?
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customer expectations
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Retailers in expensive resort areas often find it difficult to hire quality salespeople. In a situation like this, retailers should consider augmenting or even replacing the sales and customer-service functions with
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in-store kiosks or self-checkout lanes
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Integrated marketing communications doesn’t include
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supply-chain management.
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Yolanda asked her firm’s advertising agency to estimate how often consumers saw her firm’s IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for __________ data.
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frequency and reach
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Naomi is the IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm’s IMC efforts, her goals are likely to include
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increasing inquiries, awareness, and trial of her firm’s services
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Cora will be a bridesmaid next summer and has purchased her dress online. The next time she turned on her computer, Cora was surprised to see special offers for matching accessories. This is an example of which marketing strategy?
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direct marketing
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Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers’ purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is
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expensive
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Lamar is assessing the long-term effectiveness of his firm’s IMC efforts. He will probably analyze the firm’s success in
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increasing market share, sales, and customer loyalty
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All of the following are interactive elements of an IMC strategy except a. personal selling. b. consumer contests. c. mobile marketing. d. public relations. e. online marketing.
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public relations.
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The basic goal of integrated marketing communications is to
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communicate the value proposition to the target market
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Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with, “Ask your doctor about (our medicine).” In addition to creating awareness about their drugs, the companies are most likely hoping to
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stimulate interest, persuading consumers to investigate further
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National manufacturers and retailers often pay a service provider to monitor television ads around the country to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with
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a flaw in the medium
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In the movie Field of Dreams, one of the memorable phrases is, “If you build it, he will come.” The AIDA model would suggest that after marketers “build” a product or service and create awareness among consumers, they need to
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create interest among consumers, persuading them to investigate further.
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Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying “South of the Border Restaurant and Motel is just 100 miles away.” Julia has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of
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the lagged effect
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Even the best marketing communication can be wasted if the sender does not first
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gain the attention of the consumer
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When Apple’s famous 1984 “Big Brother” ad aired during the Super Bowl, it reached an estimated 500 million viewers. It aired only once on commercial television, but was seen in later years in at least 10 television programs recalling great commercials. For its target audience, the frequency of this ad is measured as
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1
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Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names, when Cheryl stopped her and said, “I recognize that one.” Marketers call this
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aided recall
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Loretta would like to know which, if any, of her firm’s IMC efforts are working. She could use all of the following except __________ to provide feedback from her efforts. sales data complaints compliments coupon redemption rates the channel
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the channel
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When purchasing books on Amazon.com, customers are shown other books and a message saying “Customers who purchased (your book) also purchased…. ” This is an example of
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direct marketing
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After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to
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set explicit and measurable objectives for the campaign
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When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft’s
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media mix
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Campbell’s Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm the ads said, “Time to stock up on Campbell’s Soup.” During the storm the ads said, “Stay home and stay warm with Campbell’s Soup.” The first ad was __________ advertising, while the second ad was __________ advertising.
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persuasive; reminder
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Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on
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how well he can identify his target audience.
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“Buy one, get one free” is which type of sales promotion?
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deal
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An advertisement for Titleist golf balls that airs on the cable television network Golf Channel is an example of which type of media channel?
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niche
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Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to begin right away implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Gretchen soon realized that this activity was part of __________, directly related to marketing.
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public relations
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Each year in December, Anheuser-Busch runs television ads featuring the Clydesdale horses pulling a stagecoach with an Anheuser-Busch logo. The message is low-key, wishing everyone well during the holiday season. This is an example of _________ advertising.
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reminder
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Which of the following is the best example of a persuasive advertising message? “Buy now, pay later.” “Doing business in Peoria since 1848.” “Better than average.” “Now available—the latest fall fashions.” “Serving the public since last Tuesday.”
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“Buy now, pay later.”
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The head of the marketing area told Alex to find the most stringent federal regulations on advertising to create the toughest standards. “If we can pass those, we should be able to get by all regulations.” One real problem is
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state regulations are not always consistent with federal standards
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Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency’s first-ever advertising campaign. Her first step will be to
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identify the target audience
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The California Raisin Advisory Board used to run ads featuring “The California Raisins,” a fictitious R&B musical group composed of dancing raisins that boogied to the song “I Heard It Through the Grapevine.” The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of
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institutional advertising
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Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the year. Gypsy will probably use a __________ advertising schedule.
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pulsing
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Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive tool; it is called
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cause-related marketing
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“Now available—the latest fall fashions” is an example of a(n) __________ advertising message.
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informative
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Jami is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, which of the following offers a good indicator of advertising effectiveness?
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the daily and weekly sales volume
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Neville is trying to create an advertising message that tells consumers how his company’s cellular and Internet services differ from other alternatives in the market. Neville is trying to create a(n)
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unique selling proposition
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Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule.
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flighting
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Which of the following is the best example of puffery? “Take two and call us in the morning.” “Happy hour every Friday.” “You have tried the rest, now try the best.” “All natural ingredients.” “Northwestern, the quiet company.”
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“You have tried the rest, now try the best.”
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Kathleen has found out everything she can about a newly qualified lead. She has practiced making her sales presentation and has determined what goals she has for the first meeting. Kathleen has finished the ___________ stage of the selling process.
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preapproach
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Miles worked selling products to industrial users, and he spent most of his time working on customers’ new buy and modified new buy situations. Miles was primarily a(n)
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order getter
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Most beverage distributors have their delivery people act as the firm’s sales representatives. The delivery people primarily function as
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order takers
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The attitudes that Ryan’s customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to demonstrate the ____________ dimension of service quality by showing consistently well-maintained yards with neat, professional personnel.
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tangibles
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The attitudes that Ryan’s customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to convey _______, delivering the right services the right way.
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reliability
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Thanh is starting a career in selling, but he eventually wants to become a senior manager. A selling career may help Thanh achieve that goal by providing
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visibility to management
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When Barbara realized she didn’t have all of the technical information she needed to answer the customer’s questions, she made a call to her office. Who would be most likely to provide appropriate assistance?
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sales support personnel
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Studies have found that customers are typically ready to make a purchase decision well before salespeople attempt to close the sale. Salespeople can learn when to close the sale by
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listening to customers and paying attention to their body language
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David has been a star representative and has personally serviced and developed all his accounts. Recently, however, David’s firm has grown steadily and the company’s products and systems have become more and more complicated. In the past year or so, David and his sales colleagues have been changing their approach due to the sales growth and increasing product complexity. Customer relationships are now being handled more and more by __________, which is typical of firms experiencing this kind of growth.
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selling teams
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Like any effective salesperson, Frazer walks into a customer’s office, shakes hands, looks the customer in the eye, and smiles. After exchanging pleasantries, Frazer will immediately try to create interest in his company’s product and establish
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where the customer is in the buying process
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Kyle is preparing for an important sales presentation. He knows that customers are more likely to ___________ during his presentation than during other stages of the selling process.
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raise objections
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Independent Publisher’s Group is a distributor of books for small publishers. It doesn’t have its own sales force, but uses ________ on a contract basis to sell its product on commission.
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independent agents
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Like any effective salesperson, Tiffany walks into a customer’s office, shakes hands, looks the customer in the eye, and smiles. After exchanging pleasantries, Tiffany will try to create interest in her company’s product. Tiffany will likely __________ to adapt or customize her presentation to match the customer’s needs.
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ask a series of questions
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One of the disadvantages associated with personal selling is
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it is expensive
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Sue spends much of her time checking inventories, processing straight rebuys, and making sure that everything is going smoothly. Sue is primarily a(n)
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order taker
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Although a sales representative may skip a step in the personal selling process or might sometimes have to go back and repeat steps, there is logic in the sequence. Which would not be appropriate in the personal selling process?
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Closing the sale is the final—and most satisfying—part of the process.
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Bhakti was recently promoted to a sales management position. She had been an effective representative, but her strengths and educational background were in management. She was about to begin her first salesperson recruitment campaign. The most important thing Bhakti can do to ensure that she recruits the right people is to
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determine exactly what the salesperson will be doing and what traits and abilities job candidates will need to succeed.
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When Motorola first entered the Mexican marketplace, the company wanted direct control of salespeople in major urban markets but was not as concerned about control in less populated areas of the country. Motorola probably used _____________ in major urban areas and ______________ in less populated areas of Mexico.
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a company sales force; manufacturer’s reps
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The attitudes that Ryan’s customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to convey ____________ by guaranteeing his work in writing
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assurance
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Hiro sells building materials to local contractors. He wants to build long-term relationships with his contractors through effective follow-up. After delivering the materials ordered, Hiro can demonstrate __________ by checking with his contractors right after the delivery and addressing any problems promptly.
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responsiveness and empathy

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