question

1. Which of the following would be considered an upstream partner in the company's supply chain?

answer

C) a firm that provides technical expertise in the production of the product

question

2. Which of the following is true of downstream channels in company's supply chain?

answer

E) They form an intermediary link between the company and its customers

question

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.

answer

D) Marketing channels

question

4. Producers use marketing intermediaries because they _____________

answer

D) Create greater efficiency in making goods available to target markets

question

5. From the economic system's point of view, the role of marketing intermediaries is to_________

answer

A) Transform the assortments of products made by producers into the assortment wanted by the customers

question

6. Which of the following creates the shortest distribution channel between the producer and the customer?

answer

D) direct marketing channels

question

7. Which of th following guarantees full control to the producer over selling their products?

answer

A) adopting a direct marketing channel

question

8. Which of the following is an example of a firm practicing direct marketing for selling its products?

answer

D) a firm that sells its products through the company's Website

question

9. Which of the following is an example of a marketing intermediary?

answer

B) Retailer

question

10. Which of the following exemplifies vertical conflicts that occur in a distribution channel?

answer

A) conflicts that occur between different levels of the same channel

question

11. Which of the following is true of conventional distribution channel?

answer

A) It has each channel member acting as a separate business unit trying to maximize its own profits

question

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

answer

B) vertical marketing system

question

13. Which of the following is true of vertical marketing system?

answer

C) It has one channel member owning all the other channel members, or has contacts with all other channel members

question

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 ____________

answer

D) Horizontal marketing system

question

15. ________ distribution is a product distribution strategy that involves stocking the product in as many outlets as possible

answer

B) Intensive

question

16. Which of the following is true of the intensive distribution technique in marketing?

answer

A) it makes products available where and when customers want them

question

17. ________ distribution gives a limited number of dealers the sole rights to distribute company's products in their territories.

answer

C) Exclusive

question

18. In a selective distribution strategy, ________

answer

B) more than one, fewer than all of the intermediaries willing to carry the firm's products are used

question

19. ________ distribution gives producers good market coverage with more control and less cost than does intensive distribution

answer

A) Selective

question

20. In supply chain management, moving products and materials from suppliers to the factory is known as _________

answer

A) inbound distribution

question

21. Which of the following is an outbound distribution in a supply chain?

answer

A) moving products from the factory to customers

question

22. Which of the following is an example of reverse distribution in a supply chain?

answer

D) products that are to be disposed upon being returned by sellers

question

23. ________ is any paid form of nonpersonal presentation and promotion of ideas, goods, services, etc.

answer

C) Advertising

question

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

answer

B) Public relations

question

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

answer

C) personal selling

question

26. In a promotion mix, _________ involves personally connecting with carefully targeted individual customers to both obtain and immediate response and cultivate lasting customer relationships.

answer

C) Direct marketing

question

27. Which of the following techniques do companies use to deliver a unified and consistent image about their organizations and brands to customers

answer

B) integrated marketing communications

question

28. Which of the following is a function of integrated marketing communications system

answer

D) Delivering a consistent message on the product to each brand contact

question

29. Which of the following is true of an integrated marketing communications system?

answer

B) it ties together all of the company's messages and images of the product

question

30. Which of the following types of promotion tools requires the most interaction with a customer?

answer

C) Personal selling

question

31. Which of the following is true of direct marketing?

answer

A) It is suited for highly targeted marketing efforts and for building one-to-one customer relationship

question

32. Which of the following promotion mix approaches involves the producer promoting the product to different channel members who in turn promote to customers?

answer

C) Push strategy

question

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

answer

D) Pull

question

34. Which of the following is the first step in developig an advertising program?

answer

C) Setting the advertising objectives

question

35. Which of the following is the first step in the selling process?

answer

B) Prospecting and qualifying

question

36. _________ is the sales step in which a salesperson or company identifies qualified potential customers

answer

B) Prospecting

question

37. In which of the following steps in the sales process does the salesperson meet the customer for the first time

answer

B) Approach

question

38. Which of the following is true of the stage of presentation in the selling process?

answer

E) It shows how the company's offer solves the customer's problem

question

39. _________ is the sales step in which the salesperson seeks out, clarifies, and overcomes any customer disapproval to buying.

answer

C) Handling Objection

question

40. Asking for the order and offering to help write up the order are examples of the ________ techinques.

answer

E) Closing

question

41. Sales promotions targeted at _________ are called trade promotions

answer

C) Retailers and Wholesalers

question

42. Which of the following statements is true of consumer production?

answer

A) It includes a wide range of tools like samples, coupons, refunds, and so on.

question

43. _________ are offers of a trial amount of product.

answer

C) Samples

question

44. _________ are certificates that save buyers money while they purchase specified products.

answer

A) Coupons

question

45. "Buy one, get one free" is an example of __________

answer

C) Price packs

question

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?

answer

C) Premiums

question

47. ArtNetwork, a telecommunication company, sponsors a rock concert by a famous band. This is an example of _________

answer

C) Event marketing

question

48. ________ Consists of connecting directly with carefully targeted consumers, often on a one-to-one, interactive basis

answer

B) Direct marketing

question

49. Which of the following statements is true of direct marketing?

answer

E) Direct marketing is imediate, interactive, and give consumers a lot of control in making purchases.

Marketing Management Final exam – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards