Marketing Online Questions – Flashcards

Another name for competitive advertising is __________. A) persuasive advertising B) informational advertising C) reinforcement advertising D) psychological advertising E) cooperative advertising

The headline of a General Motors advertisement in a recent Reader's Digest magazine read, "I believe these kids will make great engineers. Now I've got to make them believe it." The ad shows an engineer surrounded by seven young people. The ad copy talks about how General Motors believes the more the company puts into the community, the more society will get out of the community. This advertisement is an example of a(n): A) competitive institutional advertisement. B) competitive product advertisement. C) publicity announcement. D) advocacy institutional advertisement. E) pioneering institutional advertisement.

In advertising, __________ suggest to the audience that the product will increase the attractiveness of the user. A) humorous appeals B) cognitive appeals C) self-esteem appeals D) fear appeals E) sex appeals

Reach refers to: A) the geographic region to which an advertising campaign will be directed. B) the percentage of television sets tuned to a particular program. C) the number of different people or households exposed to an advertisement. D) the commonly used reference number that equates the customer likeability rating for an advertisement multiplied by its frequency—the number of times it aired during "sweeps" week. E) the average number of times a person in the target audience is exposed to the advertising message.

One of the disadvantages associated with television as an advertising medium is that it: A) cannot target specific audiences. B) has a perishable message. C) must use picture, print, sound, and motion for effect. D) minimizes the likelihood of wasted coverage. E) is not effective for conveying simple messages.

Which of the following statements regarding newspaper as an advertising medium is most accurate? A) There are no newspapers with national distribution; all newspapers are regional. B) Online news services have rekindled an interest in print media news. C) More cities are increasing the number of newspapers available in kiosks at mass transit stations and "Park 'n Ride" locations for commuters. D) Recycling newsprint has led to dramatic costs reductions in production costs. E) National ad campaigns for major advertisers like P&G rarely include newspapers unless it is in conjunction with local distributors of their products, such as when they use cooperative advertising.

Click fraud refers to: A) randomly "clicking" numbers to steal a credit card number in order to pay for items online. B) using software to run continuous "clicks" in order to give an advantage in playing games or contests to win prizes. C) ving friends "click" an ad simultaneously to overload a website. D) the deceptive clicking of ads solely to increase the amount advertisers must pay. E) the practice of going to an advertiser's website to increase the number of "hits" for a product.

Which of the following statements about aided recall posttests is most accurate? A) With aided recall posttests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective. B) With aided recall posttests, a question such as "What ads do you remember seeing yesterday?" is asked of respondents without any other prompting to determine whether they saw or heard advertising messages. C) Aided recall posttests involve studies such as controlled experiments and consumer purchase tests. D) In an aided recall posttest, respondents are asked questions to measure changes in their attitudes after an advertising campaign, such as whether they had a more favorable or unfavorable attitude toward the product advertised. E) In an aided recall posttest, respondents are first shown an ad and then asked whether their previous exposure to it was through reading, viewing, or listening.

A Starch test uses all of the following to score an advertisement EXCEPT: A) the percentage of those who remember seeing the ad yesterday. B) the percentage of those who read at least half of the ad. C) the percentage of those who saw or read any part of the ad. D) the percentage of those who saw or read any part of the ad identifying the product or brand. E) the percentage of those who read any part of the ad's copy.

Three commonly used trade promotions are __________. A) coupons, rebates, and discounts B) cooperative advertising, merchandise allowances, and points-of-purchase displays C) allowances and discounts, cooperative advertising, and training of distributor's salesforces D) allowances and discounts, consumer promotions, and merchandise allowances E) allowances and discounts, consumer promotions, and training of distributor's salesforce

Marketers use social media to reach college-age students because: A) talking to students on their mobile phones is the best way to reach them. B) students' social lives are important to them. C) students don't pay attention to online ads. D) they want to develop consumer brand loyalty among this important age group. E) students prefer the brands their parents buy.

Web 2.0 is a term that describes: A) a new way to utilize the World Wide Web. B) a technical update of the World Wide Web. C) the first Internet browser. D) the decreased degree of interactivity among users. E) the final published form of web content.

Blogs are: A) web pages that serve as publicly accessible personal journals and online forums. B) business-oriented websites that let users create profiles for professional networking. C) Internet browsers where search results are personalized for each user. D) websites where users create a personal profile, add "friends" and exchange message and photos with them. E) two different types of social media.

In terms of media richness, social media rated highest in media richness are: A) web pages with words only. B) web pages that include animations. C) always high in self-disclosure. D) web pages with videos only. E) never high in self-disclosure.

The social media website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them is referred to as: A) Twitter. B) Vimeo. C) Facebook D) YouTube. E) LinkedIn.

A fixed amount of money paid to the site for every sale that originated from an ad posted on that site refers to: A) online measure. B) cost per thousand. C) negotiated measure. D) cost per click. E) cost per action.

Which of the following is NOT a result of the convergence of real and digital worlds? A) Connecting with individuals and learning about their personal preferences. B) An emphasis on socially "networked" communities that link users with common interests. C) Linking social media to marketing actions. D) Gathering data about consumers from newspaper, magazine, and TV advertising. E) An increased emphasis on measuring the marketing return on investment for social media initiatives.

Small, downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices are known as: A) apps. B) tweets. C) artificial intelligence platforms. D) smart systems. E) smart technologies.

Social networks will ultimately empower both users and marketers because: A) they will lead to an increase in Internet traffic. B) through use of social media marketers will have a more robust online presence. C) marketers will be able to collect more personalized information with social media users. D) users will have more disposable income. E) users will have less influence over the marketplace.

The positioning of the Bitter Girls message as one of dark humor parallels the strategy used by the TV series __________. A) Up All Night B) The Simpsons C) How I Met Your Mother D) Married with Children E) Two Broke Girls

The tasks involved in managing personal selling include: (1) setting objectives; (2) organizing the salesforce; (3) __________; and (4) evaluating the performance of individual salespeople. A) identifying potential target markets B) launching new products and services C) recruiting, selecting, training, and compensating salespeople D) communicating between sales representatives and the firm's stakeholders E) assessing the emotional intelligence (EQ) of the firm's salesforce

Which of the following statements regarding the role of salespeople is most accurate? A) Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets. B) Salespeople are the most highly trained of all a firm's employees and therefore offer the greatest marketing impact. C) Salespeople can identify creative solutions to customer problems. D) Salespeople have the greatest say in company policy and therefore are the customer's greatest advocates. E) Salespeople are traditionally given greater authority than other company employees to offer customers the best deals possible.

To better understand customer needs salespeople at Medtronic, Inc., the world leader in the heart pacemaker market, are in the operating room for more than 90 percent of the procedures performed with their product and are on call, wearing pagers, 24 hours a day. Medtronic sales people practice: A) contractual selling. B) relationship selling. C) transactional selling. D) full-commitment sales. E) proficiency sales management.

A(n) __________ is a salesperson who sells in a conventional sense. He/she identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on a customer's use of a product or service. A) order taker B) order getter C) missionary salesperson D) sales engineer E) team seller

Which of the following statements about order getters is most accurate? A) Order getters often replenish a retailer's inventories. B) Order getters need a high degree of customer empathy. C) Order getters handle orders obtained on inbound telemarketing. D) Order getters typically process reorders for products already sold by the company. E) Order getters are used as a result of a business-to-business straight rebuy situation.

A(n) __________ is a salesperson who specializes in identifying, analyzing, and solving customer problems and brings know-how and technical expertise to the selling situation, but often does not actually sell products and services. A) order taker B) order getter C) missionary salesperson D) sales engineer E) sales manager

Committing the prospect quickly by making references to the time limits of the purchase is referred to as a(n) __________. A) assumptive close B) consultative close C) proactive close D) urgency close E) adaptive close

Formulating the sales plan involves three tasks: (1) setting objectives; (2) __________; and (3) developing account management policies. A) training the salesforce about the firm's products B) organizing the salesforce C) developing the sales plan D) establishing the sales budget E) recruiting the salesforce

Kodak recently switched from a geographical to a marketing channel structure with different sales teams each serving specific retail channels with different needs: mass merchandisers, photo specialty outlets, and food and drug stores. In this example, Kodak uses which type of sales organization structure? A) Product B) Market size C) Customer D) Profit-based E) Geographic

Research indicates that there are four key factors involved with salesforce motivation: (1) a clear job description; (2) effective management practices; (3) a personal need for achievement; and (4) __________. A) being promoted from a salesperson to a general sales manager B) constructive evaluation C) adequate time for preparing paperwork D) fostering a competitive spirit within the sales team E) proper compensation, incentives, or rewards

A skimming pricing policy is likely to be most effective when: A) consumers perceive your product to be similar to other products on the market. B) a lower price will significantly lower fixed costs. C) consumers tend to be price sensitive. D) it will be easier to set measurable sales unit goals. E) the high initial prices do not attract competitors.

Bijan's in New York City has offered a five-piece set of crocodile luggage for $55,000. This is an example of __________ pricing. A) penetration B) prestige C) skimming D) predatory E) loss-leader

Target pricing is considered to be a __________ approach to setting prices. A) cost-oriented B) profit-oriented C) competition-oriented D) demand-oriented E) service-oriented

A method of pricing based on the learning effect, which holds that the unit cost of many products and services declines by 10 percent to 30 percent each time a firm's experience at producing and selling them doubles, resulting in possible rapid price reductions. This is referred to as: A) cost-plus percentage-of-cost pricing. B) marginal cost pricing. C) target return-on-investment pricing. D) experience curve pricing. E) target return-on sales-pricing.

Three different objectives relate to a firm's profit, which is often measured in terms of (ROI). The acronym ROI stands for __________. A) risk opportunity information B) regulated organizational incentives C) return on investment D) regulated organizational investments E) replenishment of organizational inventories

Vending machines are a good example of the application of what type of competition-oriented pricing approach? A) Customary pricing B) At-market pricing C) Loss-leader pricing D) Penetration pricing E) Bundle pricing

When Teresa went into the furniture store to buy a new sleeper sofa, she thought the prices the salesperson quoted were too high, so she began to leave. As she neared the door, the salesperson asked if she would be interested in buying the sofa if the price was $150 lower. Teresa returned, purchased the sofa, and felt she had gotten a good deal. The furniture store used: A) a one-price policy. B) predatory pricing. C) a flexible-price policy. D) deceptive pricing. E) discretionary pricing.

If the trade discount terms are listed as "20/10/5," the number "10" represents: A) 10 percent of the retailer's cost or the manufacturer's sale price. B) 10 percent of the wholesaler cost or the jobber's sales price. C) 10 percent of the manufacturer's suggested price paid by the jobber. D) 10 percent of the jobber's price paid by the retailer. E) 10 percent of the manufacturer's price paid by the jobber.

When vast distances separate buyers and sellers, geographical adjustments may be made to a price to reflect the cost of transportation and handling of the products from sellers to buyers. Which method of quoting prices would be chosen by a seller who wants to transfer all transportation and handling costs to buyer? A) Uniform delivered pricing B) Single-zone pricing C) Multiple-zone pricing D) FOB origin pricing E) FOB buyer's location

Brake-O is a franchise company that repairs brakes in cars and trucks. A radio ad for the company warned potential customers to "not fall prey to bait-and-switch schemes." The ad was telling potential customers to: A) report services that violate the Robinson-Patman Act. B) be wary of brake repair services that are priced low because a firm may try to sell customers a much higher priced service once the customer enters the store. C) avoid doing business with services that have initiated a conspiracy among firms in its industry to set prices for a product or service. D) not do business at services that have arranged with a particular manufacturer that they will only buy its products and from no other. E) avoid doing business with monopolistic competitors who are trying to start a price war.

A marketing channel refers to: A) the direct line from manufacturer to retailer without any intermediaries. B) the link between all suppliers providing raw materials to the manufacturer in order to create the final product. C) the specific form of transportation used to get the product from the manufacturer to the ultimate consumer. D) individuals and firms involved in the process of making a good or service available for use or consumption by consumers or industrial users. E) the sequence of transportation forms (cargo ship, train, truck, etc.) that allow a product to flow easily from a manufacturer to a distributor, to a retailer, and ultimately to the consumer

Contacting potential customers, promoting products, and seeking orders would be an example of a(n) __________ function that intermediaries perform. A) transactional B) logistical C) facilitating D) risk taking E) marketing

Adding a wholesaler to the marketing channel for consumer products is most common for: A) low-cost, high unit value items. B) high-cost, low unit value items. C) high-cost, high unit value items. D) any item regardless of cost as long as there is sufficient product variety. E) low-cost, low unit value items.

Multichannel marketing refers to: A) a level of distribution density whereby a firm selects a few retailers in a specific geographical area to carry its products. B) the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online. C) a method of marketing that allows consumers to buy products by interacting with various advertising media without a face-to-face meeting with a salesperson. D) professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact. E) the exclusive use of electronic marketing channels in order to reach multiple global markets.

Which of the following is the most popular type of vertical marketing system? A) Corporate vertical marketing systems B) Cooperative vertical marketing systems C) Contractual vertical marketing systems D) Administered vertical marketing systems E) Wholesaler-sponsored voluntary systems

The four major considerations for satisfying buyer requirements when designing distribution channels include: (1) information, (2) variety, (3) pre- or post-sale services, and (4): A) availability. B) convenience. C) target market coverage. D) profitability. E) adaptability.

A firm can become a channel captain because it is typically the channel member with the ability to influence the behavior of other members. Influence can take four forms: economic influence; expertise; identification with a particular channel member; and: A) social interactions with the community at large. B) familial ties to other channel members. C) longevity in the industry. D) geographic proximity to the manufacturing plant. E) the legitimate right of one channel member to direct the behavior of other members.

The term customer service as it relates to the definition of logistics management implies: A) a firm must drive down logistics costs as long as it can still satisfy customer requirements. B) meeting customer needs is the sole responsibility of the manufacturer. C) every channel member should have input in regards to product design if it affects the way a product is used by the ultimate consumer. D) customers should dictate how, when, and where products are distributed regardless of cost to the manufacturer or its intermediaries. E) the responsibility to satisfy customers' needs applies equally to all members of a supply chain.

Which statement regarding responsive supply chains is most accurate? A) Responsive supply chains use slower modes of transportation but faster order processing. B) Responsive supply chains always use the least expensive mode of transportation possible. C) Responsive supply chains use common platforms and common components across several products. D) Responsive supply chains rely on maintaining large inventory warehouses. E) Responsive supply chains achieve economies of scale by having all inventory stored and sorted at a central location.

Which of the following customer-service components is likely to be most critical for Honda's JIT manufacturing when it purchases original-issue windshield wiper blades? A) Lead time B) Communication C) Convenience D) Dependability and on-time delivery E) Low price