question

E-commerce requires a basic infrastructure somewhere in the channel of distribution to process orders, maintain inventory, ________, and handle customer service.

answer

fill orders

question

One of the disadvantages of using transit advertising is its:

answer

limited appeal

question

When it comes to innovation, the small business and entrepreneur:

answer

tend to lead the way in business.

question

A successful direct mail ad is characterized by:

answer

text written as if it were being spoken.

question

Small business owners get into trouble when determining their price floor when they:

answer

assume their costs are the same as their competitors'.

question

The cost of marketing a product is highest in the:

answer

introductory stage.

question

What types of products are best suited for selling on the Web?

answer

High volume, low margin, and commodity

question

An important advantage of specialty advertising is its:

answer

versatility

question

What advertising media attract a large percentage of the advertising dollars nationwide?

answer

Television

question

Flashing from one television channel to another, especially during commercials, is called:

answer

zapping

question

Most common mistakes that entrepreneurs make once they finally decide to go on-line are:

answer

All of these

question

The right price for a product depends on which factors?

answer

All of these

question

Another word for browse-to-but is:

answer

conversion

question

An ideal domain name should be:

answer

All of these

question

Which advertising medium offers the greatest ability to selectively target a specific audience?

answer

direct mail

question

A reliable cost accounting system is necessary for accurate pricing. The traditional method of product costing, where the costs of direct materials, direct labor, and factory overhead are included, is called ________ costing.

answer

absorption

question

Geographical pricing includes numerous techniques, such as:

answer

uniform delivered pricing

question

Shifting patterns in the age, income, education, race, and other characteristics of the population are the subject of ________ and exert a potent force on a company's marketing plan.

answer

demographics

question

Radio's power as an advertising medium comes from:

answer

its nearly universal presence in society.

question

Which price strategy is mostly used for moving stale, outdated, damaged merchandise?

answer

Markdown pricing

question

The Pastry Shop normally sells cheese Danishes for 60 cents each. On Mondays and Tuesdays, its slowest days, The Pastry Shop offers cheese Danishes at "4 for $2.00." This is:

answer

multiple unit pricing

question

One disadvantage of radio as an advertising medium is:

answer

the need for repetition

question

Time compression management (TCM) involves:

answer

speeding new products to market

question

The items purchased most often online are:

answer

All of these

question

Even in the short run, a small business must set the price of a product at least equal to the ________ costs (per unit), or it must shut down.

answer

variable

question

In web analytics, CPA is the acronym for

answer

cost per acquisition

question

The most commonly used method of establishing an advertising budget for a small business is:

answer

a percentage of sales

question

For some customers, a higher price equals:

answer

All of these

question

A company's competitive edge is:

answer

based on customers' perception of its products and services.

question

Developing a community refers to:

answer

All of these

question

What drives my customers' buying behavior? Are they receptive to new products or are they among the last to accept them? What values are most important to them? These questions are to identify:

answer

psychographic data

question

The ideal domain name should be:

answer

All of these

question

Which of the following times would be considered radio "prime time"?

answer

Both 6 a.m. to 10 p.m. and 4 p.m. to 7 p.m.

question

The majority of customers who stop patronizing a particular store do so because:

answer

an indifferent employee treated them poorly.

question

Paid listings also are called:

answer

All of these

question

Most marketing experts contend that the greatest marketing mistake small businesses make is:

answer

failing to identify the target market.

question

One of the objectives that a guerrilla marketing plan should accomplish is:

answer

Both it should pinpoint the target market and it should determine customer needs, wants and characteristics

question

When a retailer routinely prices goods at $9.97 and $7.36 rather than $10.00 and $7.50, the retailer is using

answer

odd pricing

question

The most common channel of distribution for consumer goods is:

answer

manufacturer ----> wholesaler ----> retailer ---> consumer.

question

Businesses faced with rapidly rising raw materials costs should consider the following strategies:

answer

All of these

question

Each time an ad is displayed is called a(n):

answer

impression

question

Market research answers what important question for the small business owner?

answer

Who are my customers and what are they looking for?

question

Companies do a number of things to focus on their customers, including:

answer

fixing customer complaints quickly.

question

The average conversion rate is.

answer

3.2 percent

question

Newspapers have a number of disadvantages for the small business, such as:

answer

lack of prominence of the ads.

question

The most common reasons for leaving a site without purchasing include:

answer

shipping charges were too high.

question

The most meaningful unique selling proposition:

answer

describes the primary benefit of the product.

question

Probably the most important consideration a manufacturer has when setting the final price of its new exclusive perfume is:

answer

the image the company wants to create for the scent in the customer's mind.

question

Conversion rates range from

answer

1-4 percent

question

Cost-plus pricing has several disadvantages, including:

answer

it fails to consider the competition sufficiently.

question

A firm sells small-ticket items to their regular customers on customer charge accounts and then bills the customers each month. This type of credit arrangement is called:

answer

trade credit.

question

Perhaps the most significant actions on-line companies can take to bolster their customer service efforts are providing:

answer

All of these

question

One "natural" advantage small businesses have over large business, which can be a significant competitive advantage, is:

answer

relationship marketing

question

A customer who purchases a television from Ace Appliance Store and pays for it in 36 monthly payments is using:

answer

installment credit

question

Effective one-to-one marketing involves:

answer

All of these

question

Which of the following is a disadvantage of magazine ads?

answer

the long closing times

question

Effective ads are built on:

answer

a unique selling proposition.

question

A common "me-too" pricing policy by which the small business owner establishes his/her prices by monitoring competitor's prices and then matching them is called:

answer

follow-the-leader pricing

question

When using a skimming price strategy, small business owners should remember that:

answer

it is an excellent strategy for discouraging competitors from entering the market.

question

Television ads are most commonly sold in what time increments?

answer

30 seconds

question

One of the myths of E-Commerce is that:

answer

Both setting up a business on the Web is easy and setting up a business on the Web is inexpensive

question

The marketing plan should include certain key objectives, such as:

answer

pinpointing the specific target markets a small business will serve.

question

Which one of the following is not a basic web analytic?

answer

Time spent on site

question

Which of the following is an advantage of outdoor ads?

answer

Flexibility

question

Before your Web site can become the foundation for a successful e-business, you must create it with your ________ in mind.

answer

target audience

question

For many entrepreneurs, the barrier for launching E-Commerce is:

answer

where and how to start an E-Commerce effort.

question

Free trial offers, free delivery, lengthy warranties, and money back guarantees are examples of:

answer

non-price competition.

question

As sales volume increases with the broad acceptance of the new products, the firm can lower its price. This is a characteristics of:

answer

skimming

question

Most service firms base their prices on:

answer

an hourly basis for services rendered.

question

Floating spots are common in what type of advertising media?

answer

Radio

question

Magazines have a number of advantages for the small business owner, including:

answer

high quality ad reproduction.

question

In E-Commerce, what is the length of time between a customer's visits to a Web site?

answer

Recency

question

Companies with strong reputations for quality follow certain guidelines, such as:

answer

establishing long-term relationships with suppliers.

question

The worst marketing catastrophe to befall any business would be to:

answer

have great advertising and poor quality products.

question

When a computer manufacturer offers its computer with software pre-installed, a printer, and Internet service, as all part of one price, the manufacturer is using a:

answer

bundling strategy

question

One advantage of personal selling is:

answer

success is not measured just by sales volume but also by customer satisfaction.

question

Three objectives of new product pricing are:

answer

get the product accepted, maintain market share as competition grows, and earn a profit.

question

Absorption costing:

answer

clouds the true relationship of price, volume, and costs.

question

The Total Quality Management (TQM) concept:

answer

strives to achieve quality not just in the product or service itself, but in every aspect of the business and its relationship with the customer.

question

The choice of advertising medium is primarily determined by:

answer

the target audience and the message.

question

Businesses faced with rapidly rising raw materials costs should consider the following strategies:

answer

All of these

question

Each time an ad is displayed is called a(n):

answer

impression

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