Marketing Management Final exam

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1. Which of the following would be considered an upstream partner in the company’s supply chain?
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C) a firm that provides technical expertise in the production of the product
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2. Which of the following is true of downstream channels in company’s supply chain?
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E) They form an intermediary link between the company and its customers
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3. _____________ are a set of interdependent organizations that help make the product or service of the company available for use or consumption by the customer or business user.
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D) Marketing channels
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4. Producers use marketing intermediaries because they _____________
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D) Create greater efficiency in making goods available to target markets
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5. From the economic system’s point of view, the role of marketing intermediaries is to_________
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A) Transform the assortments of products made by producers into the assortment wanted by the customers
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6. Which of the following creates the shortest distribution channel between the producer and the customer?
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D) direct marketing channels
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7. Which of th following guarantees full control to the producer over selling their products?
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A) adopting a direct marketing channel
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8. Which of the following is an example of a firm practicing direct marketing for selling its products?
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D) a firm that sells its products through the company’s Website
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9. Which of the following is an example of a marketing intermediary?
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B) Retailer
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10. Which of the following exemplifies vertical conflicts that occur in a distribution channel?
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A) conflicts that occur between different levels of the same channel
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11. Which of the following is true of conventional distribution channel?
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A) It has each channel member acting as a separate business unit trying to maximize its own profits
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12. A ____________ is a channel structure in which producers, wholesalers, and retailers act as a unified system. In such a structure, one channel member owns the others, has contracts with them, or has so much power that they all cooperate
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B) vertical marketing system
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13. Which of the following is true of vertical marketing system?
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C) It has one channel member owning all the other channel members, or has contacts with all other channel members
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A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity is referred to as a ____________
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D) Horizontal marketing system
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15. ________ distribution is a product distribution strategy that involves stocking the product in as many outlets as possible
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B) Intensive
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16. Which of the following is true of the intensive distribution technique in marketing?
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A) it makes products available where and when customers want them
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17. ________ distribution gives a limited number of dealers the sole rights to distribute company’s products in their territories.
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C) Exclusive
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18. In a selective distribution strategy, ________
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B) more than one, fewer than all of the intermediaries willing to carry the firm’s products are used
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19. ________ distribution gives producers good market coverage with more control and less cost than does intensive distribution
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A) Selective
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20. In supply chain management, moving products and materials from suppliers to the factory is known as _________
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A) inbound distribution
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21. Which of the following is an outbound distribution in a supply chain?
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A) moving products from the factory to customers
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22. Which of the following is an example of reverse distribution in a supply chain?
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D) products that are to be disposed upon being returned by sellers
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23. ________ is any paid form of nonpersonal presentation and promotion of ideas, goods, services, etc.
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C) Advertising
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24. In a promotion mix, _________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
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B) Public relations
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25. In a promotion mix, _________ occurs when firm’s sales force make individual presentation to customers for the purpose of making sales and building customer relationships
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C) personal selling
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26. In a promotion mix, _________ involves personally connecting with carefully targeted individual customers to both obtain and immediate response and cultivate lasting customer relationships.
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C) Direct marketing
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27. Which of the following techniques do companies use to deliver a unified and consistent image about their organizations and brands to customers
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B) integrated marketing communications
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28. Which of the following is a function of integrated marketing communications system
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D) Delivering a consistent message on the product to each brand contact
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29. Which of the following is true of an integrated marketing communications system?
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B) it ties together all of the company’s messages and images of the product
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30. Which of the following types of promotion tools requires the most interaction with a customer?
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C) Personal selling
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31. Which of the following is true of direct marketing?
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A) It is suited for highly targeted marketing efforts and for building one-to-one customer relationship
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32. Which of the following promotion mix approaches involves the producer promoting the product to different channel members who in turn promote to customers?
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C) Push strategy
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33. A ________ marketing strategy involves a company spending a lot of money on consumer advertising and promotion to induce final customers into buying the product by creating a demand vacuum
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D) Pull
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34. Which of the following is the first step in developig an advertising program?
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C) Setting the advertising objectives
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35. Which of the following is the first step in the selling process?
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B) Prospecting and qualifying
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36. _________ is the sales step in which a salesperson or company identifies qualified potential customers
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B) Prospecting
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37. In which of the following steps in the sales process does the salesperson meet the customer for the first time
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B) Approach
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38. Which of the following is true of the stage of presentation in the selling process?
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E) It shows how the company’s offer solves the customer’s problem
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39. _________ is the sales step in which the salesperson seeks out, clarifies, and overcomes any customer disapproval to buying.
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C) Handling Objection
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40. Asking for the order and offering to help write up the order are examples of the ________ techinques.
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E) Closing
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41. Sales promotions targeted at _________ are called trade promotions
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C) Retailers and Wholesalers
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42. Which of the following statements is true of consumer production?
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A) It includes a wide range of tools like samples, coupons, refunds, and so on.
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43. _________ are offers of a trial amount of product.
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C) Samples
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44. _________ are certificates that save buyers money while they purchase specified products.
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A) Coupons
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45. “Buy one, get one free” is an example of __________
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C) Price packs
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46. Wafers, a potato chips manufacturer, offers a free toy figurine inside every packet of potato chips. This is an example of which of the following promotional tools?
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C) Premiums
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47. ArtNetwork, a telecommunication company, sponsors a rock concert by a famous band. This is an example of _________
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C) Event marketing
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48. ________ Consists of connecting directly with carefully targeted consumers, often on a one-to-one, interactive basis
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B) Direct marketing
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49. Which of the following statements is true of direct marketing?
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E) Direct marketing is imediate, interactive, and give consumers a lot of control in making purchases.

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