avd marketing managment
________ is an example of a nontechnology communication selling activity.
Enhancing language and overall communication skills
________ are those who are responsible for managing large accounts and are skilled in developing complex solutions to a particular customer problem.
Key account salespeople
Which of the following questions should NOT be asked when qualifying a prospect?
Which of the following questions should NOT be asked when qualifying a prospect?
If a seller requires an intermediary to purchase a supplementary product to qualify to purchase the primary product the intermediary wishes to buy, it results in ________.
a tying contract
Veronica shopped for days before she found the perfect shoe for her wedding, and she bought it in two sizes, just to be safe. When Veronica made her purchase, she was in which stage of the AIDA model?
action
In a(n) ________ vertical marketing system, one channel member may be placed in a position of channel control.
administered
With brand ________, customers develop a number of emotional, performance, and psychological connections with a brand.
association
Which of the following is NOT part of the AIDA model?
attitude
When a seller advertises an item at an unbelievably low price to lure customers into a store, and then doesn't sell the advertised item and instead pushes a similar item with a much higher price and higher margin, the seller is participating in the illegal practice of ________.
bait and switch
A(n) ________ is defined by the American Marketing Association as "a name, term, design, symbol, or any other feature that identifies one seller's goods or services as distinct from those of other sellers."
brand
The most basic form of brand equity is ________.
brand awareness
ABC Automobile Manufacturers is the leading brand in economy cars with respect to gas mileage. If ABC wanted to start making hybrid vehicles under the same brand name, the company would likely be successful because of its previous product offerings. This is an example of linking the ________ benefit of brand equity to marketing strategy.
brand connections
Gerry always purchases clothing made by S&G Clothing. He tells others about how much he likes their clothes and the high levels of quality maintained by S&G. When a shirt he purchased turned out to be defective, instead of switching to another clothing company, he gave S&G a chance to fix the problem and still shops there. Which dimension of brand equity does Gerry demonstrate?
brand loyalty
One of five principal goals for a sales presentation is to ________.
build product interest
A company can use its brand to expand into new product types. This is known as a ________.
category extension
________, one of the seven dimensions used by researchers to define a website interface, is a site's ability to enable transactions.
commerce
Mrs. Butterworth's syrup comes in a bottle shaped like a woman. The intent of this type of packaging is to transfer critical brand messages quickly through design cues since many competitor syrup brands come in teardrop-shaped bottles. The unique shape of the Mrs. Butterworth's bottle fulfils which objective of packaging?
communication
________ is the interactive channel that allows companies to interact with customers in three key ways.
communication
When two or more brands are reviewed against each other on certain attributes, it is considered ________ advertising.
comparative
________, one of the seven dimensions used by researchers to define a website interface, refers to the overall layout, design, and aesthetic appeal of a site.
context
When it comes to social media communication, organizations can do all of the following EXCEPT ________ it.
control
Michael Porter has consistently advocated that firms that are able to compete based on some extraordinary efficiency in one or more internal processes bring to the market a competitive advantage based on ________.
cost leadership
Your financial services firm president has just been arrested and you have a huge PR issue. ________ is your best PR option.
crisis management
Websites where customers come to engage with other customers, the sponsoring firm, and others in the ecosystem to share ideas and collaborate on topics of mutual interest are called ________.
customer communities
Which of the following has no intermediaries and operates strictly from producer to end-user consumer or business user?
direct channel
Xie Zang is considering buying a new car. Because she had a good experience with her previous car from XYZ Motors, she determines that a car from XYZ Motors will best meet her current needs. This is an example of the brand ________ role in customer purchase decisions.
education
The development of promotional strategies most likely involves decisions about ________.
elements in the promotion mix
The brand name "Bailey's" is used for a variety of products including liqueur, coffee creamer, and candies. This is an example of a ________ strategy.
family branding
________ is the last stage of the personal selling process.
following up with the customer
An example of a contractual vertical marketing system is ________.
francising
What is one of the three core functions of public relations that are most closely aligned with the role of a marketing manager?
gaining product publicity and buzz
The warranty on a bottle of store brand pain relievers says that consumers may return this product if they are dissatisfied with it for any reason. This is an example of a(n) ________ warranty
general
Warranties that make broad promises about product performance and customer satisfaction are known as ________ warranties.
general
__ warranties are generally open to customers returning the product for a broad range of reasons beyond specific product performance problems.
general
The simplest method of sales force organization is ________.
geographic orientation
________ is one of the three distinct advantages of personal selling.
immediate feedback
________ refers to sourcing materials and knowledge inputs from external suppliers to the point at which production begins.
inbound logistics
The goal of ________ advertising is to promote an industry, company, family of brands, or some other issues broader than a specific product.
institutional
________ is the application of marketing concepts and strategies inside an organization.
internal marketing
To ensure that inventories of both raw materials and finished goods are sufficient to meet customer demand without undue delay, firms utilize sophisticated ________.
just-in-time (JIT) inventory control systems
International Delight coffee creamers frequently adds new flavors to its product offerings. This would be an example of a ________ extension.
line
Cho was in need of a new job after being laid off. Her friend suggested she put her resume on __________, a social media site geared toward working professionals and companies who use it for recruiting.
The integrated process of moving input materials to the producer, in-process inventory through the firm, and finished goods out of the firm through the channel of distribution is called ________.
logistics
________ refers to products sold at prices below cost to attract shoppers to a store.
loss leader
A recent study found that about 70 percent of Americans consult either a user review site or an independent review site before ___________.
making a purchase
Which of the following activities best describes a salesperson's job?
manage information
In the context of the distribution channel, which of the following takes title to a product?
merchant intermediaries
In addition to the company's primary website, many companies create smaller, more focused sites that deal with specific topics such as new product introductions or targeted products within a large product portfolio known as ________.
microsites
Jin Soo joins a company as a salesperson. The company offers him flexible work schedules and telecommuting options. Which of the following factors of salesperson performance is most likely exemplified in this scenario?
motivation
B Soaps, the market leader in body wash, sells its products in every state under the same brand. This is an example of ________ branding.
national
A company's brand role includes ________.
offering an effective and efficient methodology for categorizing products
Because Sony has so many different product offerings in various types of electronics, management has found that it is helpful to use brands to keep track of products in each type. Thus, it has different brand names for its televisions, DVD players, and portable music players. Which company brand role does this example illustrate?
offering an effective and efficient methodology for categorizing products
Using independent salespeople is an example of sales force ________.
outsourcing
Using independent sales agents is referred to as ________.
outsourcing the sales force
Mallory decided that the company should promote the product through its own website, as well as, the company's social media sites. By making this decision, Mallory was saying the company should rely on _____ media.
owned
A push strategy usually relies on a combination of sales promotion and ________ directed toward channel members.
peronal selling
________ involves one-to-one personal communication with a customer.
personal selling
________ is a two-way communication process between buyer and seller with the goal of securing, building, and maintaining long-term relationships with profitable customers.
personal selling
________ is a two-way communication process with the goal of securing, building, and maintaining long-term relationships with profitable customers.
personal selling
________ is a critical component that plays into a customer's assessment of the value afforded by a firm and its offerings.
price
Companies that collude to set prices at a mutually beneficial high level are engaged in ________.
price fixing
________ affords the marketing manager an opportunity to develop a rational pricing strategy across a complete line of related items.
product line placing
After months of in-home research, Kraft discovered that its customers often transferred Chips Ahoy cookies to jars to keep them from going stale. The company solved this problem by creating a patented resealable opening on the top of the bag. This is an example of the ________ objective of package design.
protection
Gaining a potential customer's attention requires investment in mass appeal forms of promotion, most notably advertising and ________.
public relations
Hiroko was shopping for a new computer. She visited HP's website and looked at all the laptops, then she visited Dell's website to look at its laptops. Later, she saw an ad for HP laptops in the banner of an unrelated website, and she went back to the HP website and ordered the laptop that was advertised. The ad that convinced Hiroko to go back to the HP website demonstrates ________.
retargeting
The delivery of information relevant to meet the customer's needs is called a ________.
sales presentation
Which promotion mix element stimulates purchase directly through an incentive to buy, such as a coupon or rebate?
sales promotion
Elba's new blouse had a label that said it was guaranteed not to shrink or fade as long as it was dry cleaned and not hand-washed. This is an example of a ________ warranty.
specific
A(n) ________ represents all organizations involved in providing a firm, the members of its channels of distribution, and its end-user consumers and business users.
supply chain
Horses and Harnesses wanted to increase its price for hand-made saddles, but it knew its customers were very price sensitive, so it only raised prices by $2. None of the customers reacted to the new price. This minimal price change is known as ________.
the just noticeable difference
Which capability of promotion is used to let customers know about new products or brands offered by a firm?
to inform
________ costs are the sum of the fixed and variable costs.
total
________ is one of the four factors used when deciding whether to use independent sales people.
transaction cost
Barb's Butters recently changed the shape of its packages from a pouch to a tub because product testing revealed that the tubs created less mess for consumers. Which of the following package objectives does the change in shape exemplify?
usage promotion
For most products, as long as the customer perceives the ratio of price and benefit to be at least equal, perceptions of ________ will likely be favorable.
value
Firms that have an objective of utilizing pricing to communicate positioning use a ________ strategy.
value pricing
The immediacy and personalization of social networks and, more broadly, the web itself set up the environment for ________.
viral marketing
Customers can quickly and easily become bored with any given advertising campaign, a concept referred to as advertising ________.
wearout
M-commerce refers to purchases made ________.
with a mobile deceive
