question

Services tend to exhibit more search qualities than do tangible goods

answer

false

question

2) Responsiveness is the service quality component most valued by customers

answer

false

question

3) In the GAP model of service quality, the gap between the service specifications and the service that is actually applied is GAP 2

answer

false

question

4) As an industry's core service moves closer to a commodity product, the supplementary services become more important in creating a differential advantage

answer

true

question

5) Lowering the price of drinks during "happy hour" is an example of a patronage-oriented pricing objective

answer

false

question

6) Many businesses have found that it is more expensive to hang on the customers they have than to attract new ones

answer

false

question

8) The video clip seen in class that was advertising a non-profit museum's grassology exhibit showed that sometimes there are limits to what services should be advertised and that this one should not have been shown.

answer

true

question

11) Is it difficult to achieve consistency and standardization of service because of which service characteristic

answer

Heterogenity

question

12) Which of the following are types of service processing that can occur except

answer

product processing

question

13) Which level of relationship marketing uses pricing incentives but also seeks to build social bonds with customers

answer

level 2

question

14) The direct channel is used more often in consumer markets than in business and industrial markets

answer

true

question

15) The "Six P's" of the retailing mix are product, place, promotional, personnel, and planning.

answer

false

question

17) Retailing through a television shopping network is a direct channel distribution strategy as well as a direct marketing strategy

answer

true

question

18) Multiple or dual distribution arrangements employ another manufacturers already-established channel

answer

false

question

20) In-store retailing is growing faster than non-store retailing due largely to giant chains such as Walmart and target

answer

false

question

21) The first step in defining a retail operation is to choose the retail mix

answer

false

question

23) Carl represented a manufacturer of floor coverings and gets paid a commission for finding buyers and linking them up with the manufacturer. Carl is an example of a merchant wholesaler

answer

false

question

24) Retailing covers all the activities involved in the sale of products to:

answer

final consumers

question

25) The main difference between agent middlemen and merchant wholesalers is:

answer

that agent middlemen do not own the products they sell, while merchant wholesalers do

question

26) The three basic functions channel intermediaries perform are:

answer

transactional, logistical, and facilitating

question

27) A ________ channel is commonly used for low-cost customer items that are frequently purchased, such as candy, cigarettes, and magazines

answer

retailer

question

28) Retail establishments are generally classified accounting to all of the following EXCEPT:

answer

level of sales

question

29) Sales promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response

answer

false

question

30) Informative promotion is used to keep the product and brand name in the public's mind

answer

false

question

31) All promotion, especially advertising, is reduced as a product enters the decline stage. However, personal selling and sales promotion efforts might be maintained, especially at the retail level.

answer

true

question

32) The four basic tasks of promotion are informing, persuading, reminding, and convincing

answer

true

question

33) The lomega data disc film clip shown in class of a man floating in his side yard pool, only to be swallowed up by an octopus-like sea creature, showed that all four phases pf the AIDA model, not just one or two, can actually be used in one advertisement

answer

false

question

34) The two major categories of marketing communication are:

answer

mass and interpersonal

question

35) When Becca saw the ad suggesting subway sandwiches as a dinner meal, she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice. In terms of the communication process, Becca:

answer

improperly decoded the message

question

36) Which of the following statements about advertising is true?

answer

advertising is any form of communication in which the sponsor is identified

question

37) Marketers use public relations to:

answer

all of the above

question

38) In terms of the AIDA concept, sales promotion is most effective at creating:

answer

strong desire and purchase interest

question

39) Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix?

answer

size of the company

question

40) The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

answer

public relations and reminder advertising

question

41) An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines. The ad said that if you were interested in learning more about the new product or trying it out, you should ask your physician. The manufacturer of the drug was using a ________ promotional strategy

answer

pull

question

42) On subway napkins, nutritional information for their 6 inch subs is compared to McDonald's Big Mac and Burger King's whopper. This is an example of competitive advertising

answer

false

question

43) The advertising response function reveals that spending for advertising can increase sales but only to a certain level; after that it produces diminishing returns

answer

true

question

44) The DAGMAR approach is one method of setting advertising objectives

answer

true

question

45) The film clip seen in class on Purdue chicken was for the most part an institutional advertisement.

answer

true

question

46) Humor in advertising is more effective with low involvement rather than high involvement products

answer

true

question

47) The "ad pack" that was distributed in class showed, among other things, the demographics of the listening audience for the "The Preach 99.3" local radio station

answer

true

question

48) Exxon Mobil has launched a series of ads promotion its commitment to alternative energy sources during a time when the company is recording record profits while consumers struggle with high gas prices and environmentalist are concerned that burning fossil fuels is contributing to the acceleration of global warming. This is an example of _____ advertising

answer

advocacy

question

49) In advertising, the goal is to sell the ____ not the ____ of a product

answer

benefits, attributes

question

50) An advertising _____ identifies a reason for a person to buy a product

answer

appeal

question

51) ________ advertising has the advantages of being both timely and geographically flexible

answer

newspaper

question

52) Publicity:

answer

is free communication

question

53) Sales promotion:

answer

might include free samples of a product

question

54) Which of the following statements about contests and sweepstakes is true?

answer

sweepstakes usually draw about ten times more participants than contest

question

56) Social media has provided firms greater control over the marketing of their products to consumers

answer

false

question

57) Social commerce combines social media with the basics of e-commerce

answer

true

question

58) Facebook can best be characterized as a media sharing site

answer

true

question

59) A firm that keeps track of the number of times its brand is mentioned in social space is in one of the later, more advanced stages of effective listening

answer

false

question

61) The term "buzz" refers to the number of likes a firm's product of brand receives

answer

false

question

63) More and more companies are increasing their interactive marketing budgets. Most of this investment will be made in:

answer

display advertising

question

64) Using consumers to develop and market products is called

answer

crowdsourcing

question

65) Which of the following is an example of owned media?

answer

the facebook pages created by fitbody bootcamp to let members know about special events at the gym

question

66) After establishing a listening platform, an organization should

answer

develop a list of objectives for its social media team to accomplish

question

67) Which of the following statements about the use of social media in marketing is true?

answer

marketers have plenty of hard evidence as to the effectiveness of the measurements and metrics that track social media

question

68) Conversationalist are social media users who:

answer

post status updates on social networking

question

69) Target return on investment and a marketing share objective are both profit-oriented objectives

answer

false

question

70) A profit maximization pricing objective can potentially lead to relatively low prices, especially if demand is very elastic

answer

true

question

71) Target return on investment is the most common profit objective used by firms

answer

true

question

73) If a retailer buys a product for $10 and sells it for $15, she has used a keystone markup strategy

answer

false

question

74) Which of the following statements would be most likely to be made by a manager with a status-quo pricing objective

answer

a price of $10 will not start a price war with our competitors

question

75) Although many factors can influence price, the primary determinants are:

answer

demand by the consumer and perceived quality

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