question

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events? A. advertising B. sales promotion C. direct marketing D. public relations E. personal selling

answer

D

question

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations? A. direct marketing B. horizontal diversification C. advertising D. public relations E. sales promotion

answer

E

question

Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketingcommunications, all these different brand contacts maintain ________ in design and tone. A. variety B. consistency C. creativity D. simplicity E. flexibility

answer

B

question

In the communication process, what are the two parties who are involved in the process? A. Sender and receiver B. Message and media C. Response and feedback D. Noise and feedback E. Encoding and decoding

answer

A

question

McDonald's has been running the "I'm Lovin' it" ad campaign for several years. What part of the communication model is described as the process of putting thought into symbolic meaning and words, "I'm Lovin' it?" A. Feedback B. Noise C. Decoding D. Encoding E. Response

answer

D

question

One of the message structure issues that a marketer must handle is whether to ________. A. draw a conclusion or not B. use mass marketing or niche marketing C. use the pull strategy or push strategy D. make a moral appeal or not E. diversify vertically or horizontally

answer

A

question

________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities. A. Public relations B. Indirect marketing C. Buzz marketing D. Sales promotion E. Stealth marketing

answer

C

question

Which of the following is most likely a shortcoming of advertising? A. It is the most expensive promotion tool. B. It cannot be used to build up a long-term image for a product. C. It is impersonal and lacks the direct persuasiveness of company salespeople. D. It cannot trigger quick sales. E. It cannot reach masses of geographically dispersed buyers.

answer

C

question

The marketer is developing an appeal to buyers that tells a story about a daughter leaving for college and her parents being sad, and then going to The Olive Garden where the message is communicated, "You're family." What is the appeal of this message? A. Emotional B. Nonpersonal appeals C. Moral appeals D. Economic appeals E. Rational

answer

A

question

If a firm allocates 65% of its IMC budget primarily to personal selling and trade promotion toward channel members to induce them to carry the product and promote it to final consumers, what strategy is being used? A. Pull strategy B. Percentage-of-sales strategy C. Objective-and-task strategy D. Competitive parity strategy E. Push strategy

answer

E

question

Competitive parity and task methods are considered when making decisions about ________. A. message effectiveness B. message structure C. budget D. sales objectives E. media selection

answer

C

question

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used. A. persuasive B. comparative C. patronage D. institutional E. informative

answer

E

question

Comparative advertising is also known as ________ advertising. A. attack B. reminder C. institutional D. informative E. covert

answer

A

question

Encouraging customers to switch brands is most likely the objective of ________ advertising. A. informative B. institutional C. persuasive D. reminder E. covert

answer

C

question

Brands in a market with many competitors and high advertising clutter must ________. A. be advertised more heavily to be noticed in the marketplace B. be advertised only during the mature stage of the product life cycle C. have very high prices compared to competitors D. never be advertised using informative advertising E. be advertised only through print and social media

answer

A

question

Which promotional tool is the least used of the major tools but has the ability to create a very favorable company image and build consumer awareness and preference at a low cost? A. Trade promotions B. Consumer promotions C. Feedback D. Advertising E. Public relations

answer

E

question

Product placement in television programs and movies is an example of ________. A. sales promotion B. advertainment C. branded entertainment D. buzz marketing E. direct marketing

answer

C

question

Which of the following message execution styles features a highly believable or likable source endorsing the product? A. slice of life B. lifestyle C. testimonial evidence D. mood or image E. musical

answer

C

question

Which of the following is a media measure? A. consumer price index B. GDP per capita C. wholesale price index D. click-through rate E. human development index

answer

D

question

________ is a measure of the percentage of people in a target market who are exposed to an ad campaign during a given period of time. A. Qualitative value B. Frequency C. Reach D. Premium E. Impact

answer

C

question

If a company ________, it should adopt a product sales force structure, in which the sales force specializes along product lines. A. maintains that product specialization is counter productive B. manufactures a small number of simple products C. has numerous and complex products D. lacks salespeople with superior technical know-how E. specializes in a single product

answer

C

question

Robin works in a manufacturing company in Ohio. She sells products and handles customer requests via the company's online live chat feature. In her company, Robin is most likely a part of the ________. A. outside sales force B. product designing team C. executive management D. inside sales force E. operations management team

answer

D

question

A(n) ________ is a written representation of a salesperson's completed activities. A. call report B. bill of sale C. tender D. contract of sale E. sales quotation

answer

A

question

Which of the following factors has most likely contributed to the rapid growth of sales promotion, particularly in consumer markets? A. declining interest in quality B. declining advertising efficiency C. increasing popularity of e-procurement D. rising hostility toward large firms E. increasing number of international firms

answer

B

question

________ are like coupons except that the price reduction occurs after the purchase rather than at the retail outlet. A. Price packs B. Rebates C. Premiums D. Samples E. Promotional products

answer

B

question

During the prospecting stage, a salesperson needs to identify the good leads and screen out the poor ones through a process known as ________. A. approaching B. presenting C. closing D. satisficing E. qualifying

answer

E

question

In which of the following steps of the selling process is a salesperson most likely to meet the customer for the first time? A. approach B. closing C. prospecting D. preapproach E. follow-up

answer

A

question

Which of the following refers to a closing technique used by salespeople? A. seeking out hidden objections B. asking customers for referrals C. developing solutions to customers' problems D. taking objections as opportunities to provide more information E. reviewing points of agreement

answer

E

question

Melissa Price is a member of the sales force at Urban Fashions, a Houston-based manufacturer of women's apparel. Melissa is preparing for a first meeting with a wholesaler who is a potential customer. She is learning as much as she can about her prospect and his organization. Melissa is in the ________ step of the personal selling process. A. preapproach B. demonstration C. prospecting D. follow-up E. qualifying

answer

A

question

Happy Pet is a large pet food company that has convinced the retailers and the wholesalers of the New England area to resell its products. Happy Pet promises to reimburse the advertising costs to its retailers and wholesalers for advertising its products. This is an example of a ________. A. sweepstake B. price pack C. point-of-purchase promotion D. trade promotion E. advertising specialty

answer

D

question

Which of the following is the fastest growing form of direct marketing? A. digital marketing B. direct-mail marketing C. kiosk marketing D. telemarketing E. ambush marketing

answer

A

question

Which term best describes sites such as the New York Times on the Web and ESPN.com? A. online social network B. content site C. transaction site D. search engine E. e-tailer

answer

B

question

________ companies use both offline and online marketing channels. A. Brick-and-mortar B. Multichannel marketing C. Brick-only D. Click-only E. Start-up

answer

B

question

Firms, such as Staples, Walmart, and Macy's, are increasing their share of online sales as a percentage of total sales. In which type of marketing are these firms engaging? A. Social media marketing B. Trade marketing C. Internet marketing D. Multichannel marketing E. Direct marketing

answer

D

question

Mattel, the toy manufacturer, has created a very clever video to present a contest for a winning contestant to experience a "Barbie Dream Day." At the end of the5-minute video, the viewer is asked to share it with friends. What is this marketing tactic called? A. A blog B. An online display ad C. Spam D. Viral marketing E. Social media marketing

answer

D

question

While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________. A. contextual advertising B. rich media ads C. catalog advertising D. content sponsorship E. social media advertising

answer

A

question

Which kind of social media networks are smaller communities likely to join or create? A. Internet B. niche C. blog D. video E. Commercial

answer

B

question

________ marketing features marketing messages and promotions delivered to on-the-go consumers through their handheld devices. A. Catalog B. Mobile C. Ambush D. Kiosk E. Direct-mail

answer

B

question

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help hershop? A. banking app for her bank B. Facebook friends C. instant deals and digital coupons D. YouTube video E. e-mail messages from sites to which she subscribes

answer

C

question

________ allows consumers to gain additional information about a product through the use of a remote control. A. Telemarketing B. Podcasting C. Kiosk marketing D. Video conferencing E. Interactive television

answer

E

question

1. ________ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities. A. Virtual banks B. Upstream partners C. Uniform-delivery networks D. Intermediaries E. Price consultants

answer

D

question

In which of the following situations is the channel a direct marketing channel? A. A consumer stops at Dunkin Donuts on the way to work to buy a dozen donuts for the office. B. Mattresses Plus sells Serta, Sealy, and private label brand mattresses to customers. C. Walmart sells a variety of products from fresh produce to electronic merchandise. D. A consumer buys a new Toyota at the dealership in her town. E. Pandora charm bracelets sell the basic bracelet and individual charms at department stores, jewelry stores, and at kiosks in the mall.

answer

A

question

A(n) ________ marketing system consists of producers, wholesalers, and retailers acting as a unified system. A. equilateral B. horizontal C. communal D. multitiered E. Vertical

answer

E

question

In a channel, one or more independent producers, wholesalers, and retailers is a separate business seeking to maximize its own profits, perhaps even at the expense of the system as a whole. This type of channel is described as what kind of distribution system? A. Corporate VMS B. Contractual VMS C. Conventional D. Administered VMS E. Horizontal

answer

C

question

Which of the following is an advantage of adding new channels in a multichannel distribution system? A. limiting market complexity B. reducing control over the system C. minimizing mass customization of products D. expanding sales and market coverage E. decreasing marketing needs and costs

answer

D

question

________ distribution is a strategy in which producers of convenience products and raw materials stock their products in as many outlets as possible. A. Exclusive B. Direct C. Inclusive D. Intensive E. Selective

answer

D

question

Apple uses selective distribution for several reasons such as the ability to develop good working relationships with selected channel members and for what other reason? A. It yields better dealer support and customer service. B. It enhances a distinctive positioning. C. It provides consumer convenience. D. It can expect a better-than-average selling effort from the channel member. E. It provides maximum brand exposure.

answer

D

question

________ are large and highly automated warehouses designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible. A. Distribution centers B. Shipping platforms C. Product platforms D. Open warehouses E. Loading docks

answer

A

question

In intermodal transportation, which of the following describes the use of both rail and trucks for transportation? A. fishyback B. drawbar C. piggyback D. airtruck E. Trainship

answer

C

question

________ occurs when product or service producers cut out intermediaries and go directly to final buyers or when radically new types of channel intermediaries displace traditional ones. A. Cross merchandising B. Inclusive distribution C. Multichannelization D. Extensive distribution E. Disintermediation

answer

E

question

Which type of retailer usually carries more specialty goods at high prices and is more likely to provide customers with assistance in every phase of the shoppingprocess? A. full-service retailer B. limited-service retailer C. off-price retailer D. independent retailer E. self-service retailer

answer

A

question

Which type of store carries a wide variety of product lines and has been squeezed in recent years between more focused and flexible specialty stores on the one hand and more efficient, lower-priced discounters on the other? A. department store B. factory outlet C. category specialist D. merchant wholesaler E. warehouse clubs

answer

A

question

________ retailers in the United States are growing faster than product retailers. A. Off-price B. Service C. Merchant D. Specialty E. Discount

answer

B

question

The early ________ cut expenses by offering few services and operating in warehouse-like facilities in low-rent, heavily traveled districts. A. department stores B. discount stores C. hypermarkets D. full-service retailers E. supermarkets

answer

B

question

Sears, Target, and Kroger are examples of ________. A. retailer cooperatives B. franchise organizations C. warehouse clubs D. voluntary chains E. corporate chains

answer

E

question

Which of the following terms best describes a large, low-cost, low-margin, high-volume, self-service store that carries a wide variety of grocery and householdproducts? A. supermarket B. convenience store C. factory outlet D. specialty store E. warehouse club

answer

A

question

A ________ is a group of retail businesses built on a site that is planned, developed, owned, and managed as a unit. A. franchise B. supermarket C. warehouse club D. hypermarket E. shopping center

answer

E

question

Retailers constantly have to scan the environment for new trends in shopping and retailing. Which of the following is a trend the retailer confronts currently? A. The rise of department store retailers B. Lengthening retail life cycles C. Retail divergence D. More extravagant shopping behavior of consumers E. Shortening retail life cycles

answer

E

question

Which term refers to looking at merchandise at a traditional store and then purchasing the merchandise online? A. off-price retailing B. wheel-of-retailing C. wholesaling D. showrooming E. pop-up shopping

answer

D

question

________ are the largest group of wholesalers. They include two broad types: full-service wholesalers and limited-service wholesalers. A. Selling agents B. Manufacturers' agents C. Brokers D. Manufacturer sellers E. Merchant wholesalers

answer

E

question

A marketer considers buyers' perceptions as key to pricing and product design. The marketer considers all other marketing mix variables before the marketing program is set. Which pricing strategy is being used? A. Cost-plus pricing B. Target costing C. Competition-based pricing D. Markup pricing E. Value-based pricing

answer

E

question

________ pricing involves charging higher prices on an everyday basis but running frequent promotions to lower prices temporarily on selected items. A. Everyday low B. High-low C. Cost-plus D. Penetration E. Break-even

answer

B

question

Stores like Target, Macy's, and J.C. Penney's use a pricing strategy, which is directly the opposite of EDLP, everyday low prices. What pricing tactic do they use that involves charging higher prices on an everyday basis and frequent promotions to lower prices temporarily on selected items through sales, coupons, and other promotional activities? A. Good-value pricing B. High-low pricing C. Cost-plus pricing D. Target return pricing E. Value-based pricing

answer

B

question

A car dealership in upstate New York where winters are cold and snowy has experienced lower sales for auto repairs. To capture a larger portion of the community's car repairs, it has offered free car washes all year and guarantees to return the car clean and dry even in drought conditions when water usage is regulated weather. Which pricing tactic is in operation? A. Markup pricing B. Value-added pricing C. Competition-based pricing D. Target return pricing E. High-low pricing

answer

B

question

A company that sets prices based on the costs of producing, distributing, and selling the product plus a fair rate of return for the company's effort and risk is using which pricing strategy? A. Value-based pricing B. Cost-based pricing C. Target return pricing D. Good-value pricing E. Competition-based pricing

answer

B

question

A tablet manufacturer is new to the market and finds its costs are very high initially. One year later, the per-unit cost has decreased by 22% from the first days of operation. The tablet manufacturer has realized this drop in average cost over time through what process? A. Total costs B. Increased demand C. Experience curve D. Fixed costs E. Decreased demand

answer

C

question

________ refers to a measure of the sensitivity of demand to changes in price. A. Price-value equation B. Income elasticity of demand C. Price elasticity D. Marginal utility E. A demand curve

answer

C

question

If demand changes greatly with a small change in price, the demand is ________. A. inelastic B. elastic C. derived D. variable E. negative

answer

B

question

McDonald's resisted creating a value menu for many years. Finally, in response to Wendy's, Burger King, and Taco Bell, McDonald's began to offer the dollar menu. Which pricing strategy did it employ with the addition of the dollar menu? A. Value-based pricing B. Competition-based pricing C. Break-even analysis D. Target return pricing E. Good-value pricing

answer

B

question

In the aftermath of the Great Recession of 2008-2009, many consumers rethought the price-value equation and became more value conscious. In response, which of the following is a recommended long-term pricing strategy for marketers? A. Lower the company's margins. B. Lower prices for the short term. C. Go upscale and hold the price as many upscale grocery stores have done. D. Offer more affordable alternative lines and brands. E. Hold the price and wait out the recession.

answer

D

question

Companies set not a single price, but a pricing ________ that covers different items in its line and changes over time as products move through their life cycles. A. loop B. cycle C. bundle D. by-product E. structure

answer

E

question

Which of the following product mix pricing strategies involves setting prices across an entire product range based on cost differences between the products, customer evaluations of different features, and competitors' prices? A. by-product pricing B. optional product pricing C. product bundle pricing D. product line pricing E. captive product pricing

answer

D

question

When Bic introduced disposable razors, the product and market met several criteria for using ________ pricing. The market was price sensitive, and there were substantial economies of scale in distribution and production. A. optional-product B. captive-product C. market-penetration D. market skimming E. product bundle

answer

C

question

Amazon developed the Kindle electronic book reader and sells it at a reasonably low margin. The firm uses which pricing strategy to capture additional profits through the sale of easily downloaded online books and magazines? A. Using product bundle pricing, sellers often combine several products and offer the bundle at a reduced price. B. Market-penetration pricing C. Captive-product pricing D. Optional-product pricing E. Market-skimming pricing

answer

C

question

Marketing managers will temporarily price their products below list price and sometimes even below cost to create buying excitement and urgency. Which one of the following pricing tactics relates to geographic pricing instead of promotional pricing? A. Special event B. Limited-time offers C. FOB-origin pricing D. Cash rebate E. Promotional discounts

answer

C

question

Throughout most of history, prices were set by negotiation between buyers and sellers. Fixed-price policies are a relatively modern idea that arose with the development of large-scale retailing at the end of the nineteenth century. However, some companies are now reversing the fixed-pricing trend and are using what form of price setting? A. Zone pricing B. Absorption pricing C. Limited-time pricing D. Dynamic pricing E. Segmented pricing

answer

D

question

The New Age Gallery has three admission prices for students, adults, and seniors, even though all three groups are entitled to the same services. This form of pricing is called ________ pricing. A. by-product B. captive product C. psychological D. product form E. customer-segment

answer

E

question

Which term refers to prices that buyers carry in their minds and check with when they look at a given product? A. time-based prices B. product form prices C. location-based prices D. product line prices E. reference prices

answer

E

question

Hearth & Home, a store which sells household products, has announced a one-week sale on its new carpet line. This is an example of ________. A. seasonal pricing B. by-product pricing C. product bundle pricing D. time-based pricing E. promotional pricing

answer

E

question

Which of the following would most likely lead to a company initiating a price increase? A. over-demand B. possession of outdated merchandise C. possession of defective merchandise D. weakened economy E. excess capacity

answer

A

question

_______ is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketing environment. A. Ethnographic research B. SWOT analysis C. Competitive marketing intelligence D. Customer relationship management E. Data warehousing

answer

C

question

In ________ research, the objective is to gather preliminary information that will help define the problem and suggest hypotheses. A. analytic B. statistical C. exploratory D. descriptive E. causal

answer

C

question

A marketing manager wants to know the effect of offering a coupon in different amounts in different places across the country, which he suspects are more and less price sensitive. He tests the effect on sales of four different coupon offers in ten geographic locations. The research being conducted is which type of research? A. Secondary B. Descriptive C. Questionnaire D. Exploratory E. Causal

answer

E

question

Primary data consist of ________. A. information that already exists somewhere, having been collected for another purpose B. data obtained from the public domain C. information collected for the specific purpose at hand D. information that is the least expensive and the easiest to obtain E. data that does not age

answer

C

question

A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of ________. A. experimental research B. niche marketing C. viral marketing D. ethnographic research E. survey research

answer

D

question

Observation is best suited for ________ research. A. exploratory B. experimental C. descriptive D. survey E. constructive

answer

A

question

________ refers to gathering primary data by selecting matched groups of subjects, giving them different treatments, controlling related factors, and checking for differences in group responses. A. Experimental research B. Survey research C. Descriptive research D. Observational research E. Constructive research

answer

A

question

Which of the following contact methods is the most cost-effective? A. online surveys B. telephone interviews C. group interviews D. individual interviews E. in-depth interviews

answer

A

question

A(n) ________ is a segment of the population selected for marketing research to represent the population as a whole. A. secondary group B. primary group C. sample D. focus group E. immersion group

answer

C

question

Which of the following questions is an example of a closed-end question? A. What is the best way to prevent weeds in a garden? B. Would you like to try our new ice cream flavor? C. Why do you think a single vote makes a difference? D. Why do you think some people are more comfortable taking risks than others? E. How can I improve my presentation skills?

answer

B

question

Immediately after deciding which markets to enter, the company should determine ________. A. the global marketing program B. the most suitable global communication program C. how to enter the market D. the global marketing organization E. how to price its products in different markets

answer

C

question

Economic communities are also known as ________. A. management communities B. production communities C. global firms D. free trade zones E. open channels

answer

D

question

In 1994, ________ established a free trade zone among the United States, Canada, and Mexico. A. NAFTA B. the WTO C. the EU D. GATT E. CAFTA

answer

A

question

The two key economic factors reflecting a country's attractiveness as a market are its industrial structure and its ________. A. communication adaptation B. nontariff trade barriers C. transportation systems D. income distribution E. exchange controls

answer

D

question

In the 1950s, Sony made the first transistor radio intending to primarily target the American and then European market long before it was to be introduced to the Japanese market. What approach to global marketing was Sony using at that point? A. Straight product extension B. Adapted global marketing C. Communication adaptation D. Product invention E. Product adaptation

answer

D

question

Which of the following characterizes indirect exporting? A. It requires an overseas marketing organization or network. B. The potential returns are greater than direct exporting. C. It requires more investment than joint venturing. D. It involves less risk and investment than other entry methods. E. It involves joining with foreign companies to produce or market products or services.

answer

D

question

In the case of ________ exporting, sellers handle their own exports. A. countervailing B. direct C. multilateral D. indirect E. licensed

answer

B

question

Campbell Soup recently joined forces with Hong Kong-based Swire Pacific to form an entity called Campbell Swire to better distribute the company's soups in China. This is an example of ________. A. management contracting B. indirect exporting C. contract manufacturing D. licensing E. joint ownership

answer

E

question

________ involves essentially using the same marketing strategy approaches and marketing mix worldwide A. Adapted global marketing B. Ambush marketing C. Export marketing D. Niche marketing E. Standardized global marketing

answer

E

question

________ consists of creating something new to meet the needs of consumers in a given country. A. Product invention B. Straight product extension C. Product adaptation D. Joint venturing E. Communication adaptation

answer

A

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