Marketing Review – Flashcards with Answers
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Businesses that advertise in newspapers can target their ads to people with particular interests or to those living in a particular region. Why can businesses do this targeting?
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newspaper circulation is documented and varified
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When selling a product, up to how many products should you show at one time?
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3
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In an advertising agency, some people study demographic data in order to determine the type of message that will appeal to a particular market segment. In what department do such agency employees usually work?
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research service
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In business, when does the potential for profit increase?
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as the risk increases
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The Cracked Pot Potteryware company decided to sell its coffee mugs in the local espresso shops. What type of marketing decision was this?
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place
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What is the term for the struggle between companies for customers?
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competition
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The owner of Furry Friends pet store holds weekly meetings to keep employees aware of new products in the store. How are the pet shop employees getting product information?
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formal training
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Which of the following purchases would most likely be made with discretionary income?
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magazine subscriptions
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In a market economy, who decides how products are produced?
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consumers
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When are the customers' needs usually determined in a business-to-business sales situation?
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during the pre-approach
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What is a special price discount that is given as an incentive to wholesalers and retailers?
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promotional allowance
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By combining bland CDs with a CD burner, Excellent Mega Speed CD Recorder is practicing what type of promotion?
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deal
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In which type of print medium is an advertisement's life the shortest?
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newspaper
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What is the group that decides whether or not a business will survive?
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consumers
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Jesse works in the men's clothing department of a large department store. Yesterday, he noticed a customer inspecting an elegant suit. Approaching the customer, Jesse said, "Good morning, Mr. Phelps. May I put that suit in a dressing room for you?" What method of initial approach is Jesse using?
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greeting approach
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Which printed media is found in 98 percent of American homes?
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directory
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A print ad includes a photo of a woman dressed in pre-Revolutionary War attire and cooking over an open-air fire. The woman is an employee of Williamsburg, the Virginia town in which daily life in 18th century America is re-enacted. The ad's headline reads "History Repeats Itself, 9 to 5 Daily." What is this headline an example of?
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familiar saying with a twist
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At the end of her one-week stay at a luxury hotel, Jennifer completed a form rating the hotels service, food, and accommodations. This is an example of what marketing tool?
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market research
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When used in headlines, what words attract most readers' attention?
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now, free, new
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The Music Stand direct-mail company wants to send catalogs to music teachers, dancers and other music lovers. What type of data would be helpful in this endeavor?
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physcographics
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"My spouse and I would love to take this trip to Hawaii that you've described, but we have to repaint our house and we really should replace our refrigerator." What is such an objection based on?
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need
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What is the easiest and most effective method of suggestion selling?
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offering related merchandise
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The Natural Place is a gift store selling items that focus on the environment and ecological concerns. Chris coordinates all of the physical elements in The Natural Place so that the store projects the right image to its customers. What is Chris directly involved in?
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sales promotion
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According to the textbook, what is the one visual merchandising element that influences customer behavior more directly than any other?
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width of the stores isles
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What is the function of a licensing agreement?
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protects businessess and individuals from unauthorized copying
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Frank owns a gardening service. Every few months, he leaves flyers detailing his services on the doorsteps of houses in local neighborhoods. What method is Frank using to find new customers?
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cold canvasing
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The business often has the least control over which type of promotion?
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publicity
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According to the text, what is one of the most important considerations in direct mail advertising?
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accuracy of the mailing list
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Which of the following utilities is not directly related to marketing?
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form utility
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A customer in a computer store tells the salesperson, "I can't buy this software program. I don't understand the directions." The salesperson's reply is, "Let's read over the directions together. What is the first direction you find confusing?" What method of handling objections is the salesperson using?
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question
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A visual merchandising specialist is creating a display for a new walking shoe. The shoe store owner wants to emphasize the comfort and freedom of movement the shoes give the wearer. To create this effect, the visual merchandising specialist should create what type of lines?
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curved
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What should the salesperson do when a customer is having difficulty making a buying decision?
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stop showing additional merchandise
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How should a salesperson approach an impatient customer?
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quickly
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As Marianna opened a new box of tissue, she noticed a card inside listing prizes she could win if she wrote her name and address on a piece of paper and mailed it to the tissue manufacturer, who would pull 10,000 names of winners out of an enormous collection bin. What is the tissue manufacturer promoting sales through?
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incentives
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After watching Saturday morning cartoons, Bobby asked his mom to buy him Honey Nut Cheerios. According to the text Bobby is considered...
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consumer
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In ads, what are lines of force?
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illustration sight lines that go to the copy
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The owner of a miniature golf business provides her customers with?
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service
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According to the text, which U.S. ethnic population is declining, relative to other ethnic populations?
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caucasian
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Something's Cooking sells a variety of cooking and serving utensils. Each November the promotion staff creates an elaborate display of all the utensils and cooking pans a cook could possibly need to cook a big Thanksgiving meal. What type of display would this be considered?
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related merchandise display
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In which situation is using the latest jargon acceptable?
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beds and dressers to hotel managers
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What is one characteristic of advertising?
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it always identifies the name of the business or individual that paid for it
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According to Marketing Essentials, how does a customer feel when you ask several questions in a row?
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cross-examined
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What is the purpose of an illustration in an ad?
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encourage the customer to make a purchase
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A music store's display of compact discs by a popular country-western singer was unsuccessful. Huge posters of the singer completely overshadowed the CDs. Once the display was removed, sales of the CDs improved. What is the artistic element that most likely caused the display's failure?
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proportion
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Latasha sells upscale casual wear at Northeastern Adventures. Just before she writes up a customer's order, Latasha shows the customer the store's newest merchandise, particularly those items that coordinate with the customer's purchases. What method is she using to sell additional merchandise?
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offering related merchandise
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In economic terms, land, labor, and capital refers to
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factors of production
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Sometimes a home owner who wishes to sell his or her house will buy a home warranty. This means that the buyer of the house will not have to pay for particular house repairs that become necessary during the first year after the house is sold. In this case, what is the warranty?
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extended product feature
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A salesperson says to a customer, "I've had many customers express the same concern you've just stated." What step of the basic strategy for handling objections does the preceding comment exemplify?
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acknowledge
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Which economy would best describe that of the U.S.?
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mixed economy
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What is the organized way a nation provides for the needs and wants of its people?
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economy
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Sales and rebates are examples of what market strategy?
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price competition
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Score Sporting Goods store always has a display with mannequins engaged in season-appropriate sports. The store uses many props to make customers feel as if they could almost join the fun going on in the displays. How would you describe the settings for such displays?
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realistic
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During what stage of selling should you educate a customer about the special care or special instructions an item requires?
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departure
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In business-to-business selling, what is the key factor in determining the kinds of preapproach activities a salesperson should do?
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the salesperson's prior relationship with the customer
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Which economic utility increased when fast food restaurants began accepting credit cards?
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possession utility
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The Frisinas take a vacation every spring. Working with a travel agent to gather information about possible destinations, they have planned and taken trips to resort locations throughout the U.S. What type of decision making will the Frisinas use to select next year's trip?
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limited
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The sales close that should be used infrequently because it can be viewed by the customer as a pressure tactic is the
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standing room only close
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In which step of the sale should you learn what the retail customer is looking for in a good or service?
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determining needs
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The Good Ol Barbecue Sauce Company began marketing a new sauce that includes spices often found in Asian cuisine. How is the company segmenting its market?
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demographics
