Marketing 14-19

Which of the following is an example of a promotion? (Check all that apply) a. A coupon for $1.00 off Crest's new teeth whitening strips. b. Nike's plan to open a new retail store in Chicago. c. Oreo creates a new seasonal flavor for its sandwich cookies. d. A commercial that illustrates how consumers can use Amazon's Echo Dot.

a. A coupon for $1.00 off Crest's new teeth whitening strips. d. A commercial that illustrates how consumers can use Amazon's Echo Dot.

______ is an analytical technique that groups an audience by shared traits. a. Cluster analysis b. Segmentation analysis c. Target analysis d. Bundle analysis

a. Cluster analysis

Which of the following is a form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace? a. Competitive advertising b. Comparative advertising c. Pioneering advertising d. Advocacy advertising

a. Competitive advertising

Which of the following is a disadvantage of newspaper advertising? a. It has a low pass-along rate. b. Its reach is limited to only very narrow markets. c. The individual market coverage is low. d. The advertiser commitment is short term.

a. It has a low pass-along rate.

_____ is defined as the reduction of multiple retail channel systems into a single, unified system for the purpose of creating efficiencies or saving costs. a. Retail channel omnification b. Microtargeting c. Nonstore retailing d. Retail channel distribution

a. Retail channel omnification

Which of the following refers to subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services? a. Social commerce b. Sales promotion c. Integrated marketing d. Social media

a. Social commerce

The marketing expense associated with persuading a customer to buy a product is known as _______. a. customer acquisition cost b. customer asset price c. customer conversion rate d. customer lifetime value

a. customer acquisition cost

Marketers who want to leverage a social media campaign through paid, earned, and owned media a. must maximize owned media by reaching out beyond their existing websites. b. should consider that customer engagement cannot be achieved through paid media. c. should remember that public and media relations always translate into earned media. d. should not focus on advertising through owned media if they have tight budgets.

a. must maximize owned media by reaching out beyond their existing websites.

The correct formula to calculate return on marketing investment (ROMI) is _______. a. net sales increase / marketing cost = ROMI b. marketing cost x revenue increase = ROMI c. marketing cost / net profit = ROMI d. net revenue increase / marketing cost = ROMI

a. net sales increase / marketing cost = ROMI

Restaurants like Starbucks and Wendy's use _______ to determine the best sites for new store locations. a. predictive modeling b. pattern recognition c. cluster analysis d. advanced segmentation

a. predictive modeling

Integrated marketing communications is: a. the coordination of all promotional messages for a product or service. b. a plan for the optimal use of the promotion elements like advertising and public relations. c. the process of creating and maintaining a fit between the organization's objectives and resources and the evolving market opportunities. d. the process by which meanings are exchanged or shared through a common set of symbols.

a. the coordination of all promotional messages for a product or service.

The AIDA model could also be called : a. the think/feel/do model. b. the inform/persuade/act model. c. the want/need/desire model. d. the stop/look/listen model.

a. the think/feel/do model.

According to the AIDA (attention, interest, desire, and action) concept, a consumer's attention can be attracted by a. using a friendly greeting and approach. b. illustrating how the product's features will satisfy the consumer's needs. c. delivering a good sales presentation. d. using a strong closing sales pitch.

a. using a friendly greeting and approach.

Which of the following scenarios illustrates a marketer acting as a receiver? a. A product developer conducts a survey among social media users before developing a new software application for them. b. A salesperson listening as a customer explains the problems encountered with a recent purchase. c. A public relations officer sends out a press release about his company's new line of microprocessors. d. A customer service representative sends an e-mail to a client informing him about the scheduled delivery time of his purchased items.

b. A salesperson listening as a customer explains the problems encountered with a recent purchase.

Which of the following refers to an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand? a. Competitive advertising b. Cooperative advertising c. Pioneer advertising d. Institutional advertising

b. Cooperative advertising

_____ is the interpretation of the language and symbols sent by a source through a channel. a. Transmission b. Decoding c. Encryption d. Encoding

b. Decoding

Which of the following is a difference between exclusive stores and warehouse clubs? a. Exclusive stores offer standardized products, while warehouse clubs offer customized goods. b. Exclusive stores offer very high service levels, while warehouse clubs offer almost no service. c. Exclusive stores use an indirect distribution channel, while warehouse clubs use a direct channel. d. Exclusive stores offer products at a heavy discount, while warehouse clubs offer no discounts.

b. Exclusive stores offer very high service levels, while warehouse clubs offer almost no service.

Which of the following is an advantage of a brand maintaining a Facebook page? a. It helps marketers eliminate their competitors. b. It helps optimize search engine results. c. It helps marketers control negative reviews about their brand. d. It allows marketers to buy their own domains from Facebook.

b. It helps optimize search engine results.

Which of the following statements is true of the benefit of a product? a. A benefit is simply a feature of a product. b. It is what consumers will achieve by using a product. c. Customers do not buy benefits; they buy attributes. d. Customers enjoy benefits specifically with expensive products.

b. It is what consumers will achieve by using a product.

Which of the following is true of trading up? a. It helps shoppers recognize true needs and spend less. b. It tries to persuade customers to buy a higher-priced item than they originally intended to purchase. c. It seeks to broaden customers' original purchases with related items. d. It seeks to increase store traffic by attracting people through advertisements outside the store.

b. It tries to persuade customers to buy a higher-priced item than they originally intended to purchase.

_____ is a direct marketing technique that is based on data analytics of census data, lifestyle patterns, financial information, and past purchase and credit history that allows direct mailers to pick out those most likely to buy their products. a. E-tailing b. Microtargeting c. M-commerce d. Telemarketing

b. Microtargeting

In the context of the factors that determine the promotional mix, which of the following has a very low cost per contact? a. Public relations b. National advertising c. Sales promotion d. Personal selling

b. National advertising

____ is used to build and maintain brand loyalty during the growth stage of the product life cycle. a. Connective promotion b. Persuasive promotion c. Reminder promotion d. Informative promotion

b. Persuasive promotion

Luxury handbag and accessories retailer Rebecca Minkoff utilizes _____ in its stores. Fitting rooms have "magic mirrors" that identify a garment a customer is trying on and then show the customer recommended accessories they could buy to accompany it. a. big data analytics b. RFID technology c. facial recognition d. beacons

b. RFID technology

Which of the following is a purpose of owned media? a. To boost the declining demand for newspapers and magazines b. To develop deeper relationships with customers c. To facilitate word of mouth or online buzz about something a brand is doing d. To allow purchasing of advertisements on social networking websites

b. To develop deeper relationships with customers

Descriptive analytics answer which of the following questions? a. When did this happen? b. What happened? c. Why did this happen? d. What is likely to happen in the future?

b. What happened?

Some marketers calculate customer lifetime value (CLV) by adding up the total revenues generated from a customer relationship, but a more accurate version of CLV is found by _______. a. adding total revenues generated from a customer relationship and subtracting all costs associated with maintaining the customer relationship b. adding total gross profits generated from a customer relationship and subtracting the acquisition cost c. adding total revenues generated from a customer relationship and subtracting the acquisition cost d. adding total gross profits generated from a customer relationship and subtracting all costs associated with maintaining the customer relationship

b. adding total gross profits generated from a customer relationship and subtracting the acquisition cost

In 2014, fashion retailer, H&M, placed a full page advertisement in a newspaper in the Czech Republic detailing the withdrawl of a belt that had small pieces which could be a choking hazard. This is an example of: a. public affairs. b. crisis management. c. employee relations. d. product publicity

b. crisis management.

Bryan is active user on Yelp, leaving reviews and ratings of restaurants he visits. Bryan is likely a: a. joiner. b. critic. c. spectator. d. collector.

b. critic.

A type of database that is used specifically to collect and organize large sets of data for analytics is called a _______. a. customer relationship management tool b. data warehouse c. data mine d. big data set

b. data warehouse

User data can be divided into two different types: _______ is data that can be used to identify a particular person, while _______ is data where personally identifiable information has been removed. a. distinguishable data; nameless data b. personally identifiable information; anonymized data c. personally discernable documentation; unspecified documentation d. identifiable records; unidentifiable records

b. personally identifiable information; anonymized data

The use of text analysis to mine and categorize data from social media posts is called _______. a. market testing b. sentiment analysis c. attitude inquiry d. data mining

b. sentiment analysis

Although it is difficult to measure the ROI of a social media campaign, marketers can measure interest through: a. the number of comments, uploads, or downloads. b. the number of "likes," fans, or followers. c. the number of media mentions. d. click-through rates on websites.

b. the number of "likes," fans, or followers.

A unique consequence of social media is the _____. a. increased control of manufacturers over the content available on the Internet b. widespread shift from one-to-many communication to many-to-many communication c. experience of physically seeing and feeling a product before purchasing d. marketing of consumer goods and services to customers through personal selling

b. widespread shift from one-to-many communication to many-to-many communication

In order to help gauge the effectiveness of a social media effort, marketers can follow five steps. After identifying the key performance indicators (KPIs), the next step is: a. Benchmark against competitors. b. Set up Google Analytics to track conversions. c. Align your social media goals with your business objectives. d. Assign values to your KPIs.

c. Align your social media goals with your business objectives.

Which of the following is true of direct mail? a. It allows consumers to order products online and collect them from a physical store. b. It enables customers to shop over the Internet and have items delivered directly to their doors. c. It allows marketers to precisely target their customers according to demographic, geographic, and/or psychographic characteristics. d. It employs outbound and inbound telephone contacts to sell directly to consumers.

c. It allows marketers to precisely target their customers according to demographic, geographic, and/or psychographic characteristics.

In the context of social networks, which of the following statements is true of LinkedIn? a. It is primarily used to upload, comment, or share videos and images with friends and relatives. b. It is designed to be multimedia-rich rather than information-rich. c. It is used primarily by professionals who wish to build their personal brands online. d. It allows consumers to post, read, rate, and comment on all kinds of products and services

c. It is used primarily by professionals who wish to build their personal brands online.

Duke University submits a press release to The Herald Sun newspaper that Henry Gibson has been named Dean of the College of Business. This illustrates which duty of public relations departments? a. Public affairs b. Crisis management c. Press relations d. Investor relations

c. Press relations

Kohls utilizes ______, when a customer drives by their store, they receive a text message with a code for a percentage off in store. a. facial recognition b. big data analytics c. beacons d. RFID technology

c. beacons

With the addition of products like Google Home and Amazon Echo, data collection and privacy issues among consumers are likely to _______. a. decrease b. create controversy c. become more important d. remain the same

c. become more important

A competitive advantage includes features such as _____. a. prolonged delivery processes b. high prices c. excellent service d. mediocre product quality

c. excellent service

Zara's retailing operation model: a. creates demand by continually restocking popular items. b. likely means that the retailer has higher inventory costs. c. has the potential to increase repurchases. d. combines a mass merchandising strategy with low levels of customer service.

c. has the potential to increase repurchases.

Marketers using analytics to make marketing decisions use _______, or key performance indicators, to measure the marketing activity. a. descriptive analytics b. big data c. marketing metrics d. sales revenue

c. marketing metrics

Which of the following is true of technology enhancing the ability to collect data valuable to marketers? a. Data is collected from internal sources. b. Data is collected in smaller, pre-sorted categories. c. Data collection is more affordable. d. Data is more detailed.

d. Data is more detailed.

During which stage of the product life cycle, pioneering advertising is heavily used? a. Growth stage b. Conception stage c. Formative stage d. Introductory stage

d. Introductory stage

Which of the following statements is correct about an advertising campaign? a. It cannot focus on more than one advertising appeal. b. It circumvents the need for post-campaign evaluation. c. It does not use humor to promote a theme. d. It extends for a defined period of time.

d. It extends for a defined period of time.

Which of the following is NOT one of the three basic types of marketing analytics? a. Diagnostic b. Descriptive c. Predictive d. Prescriptive

d. Prescriptive

Which of the following statements is true of product assortment? a. Retailers are categorized according to the relationship between their products and their customers' needs. b. Product assortment allows traditional department stores and specialty stores to use low prices and discounts to lure shoppers. c. The service levels that retailers provide can also be categorized by the width and depth of their product lines. d. Stores often modify their product assortments in order to accommodate factors in the external environment.

d. Stores often modify their product assortments in order to accommodate factors in the external environment.

Which of the following is the objective of informative promotion? a. To keep the product and brand name in the public's mind b. To stimulate a purchase or an action c. To form relationships with potential customers through social media platforms d. To stimulate interest in a new product

d. To stimulate interest in a new product

Perhaps the best way to address retail product or service failures is to: a. offer customers a percentage off discount. b. train employees on how to appropriately apologize to customers. c. dimiss customer complaints. d. have a plan in place to deal with any issues that may arise.

d. have a plan in place to deal with any issues that may arise.

When an analytics system can make improvements to its accuracy based on the processing of additional data rather than changes to its programming, it is called _______. a. simulated knowledge b. automatic adjustment c. artificial intelligence d. machine learning

d. machine learning

________ promotes the benefits of a specific good or service. a. institutional advertising b. competitive advertising c. comparative advertising d. product advertising

d. product advertising

Social news sites are useful for a. keeping in touch with friends, making new friends, and socializing with members on the site. b. locating and navigating to different places. c. uploading, storing, and sharing personal photos. d. promoting campaigns, creating conversations around related issues, and building website traffic

d. promoting campaigns, creating conversations around related issues, and building website traffic

In thinking about different types of sales promotions, winning a ______ depends on chance and participation or entry is free while a ______ requires some skill or ability to compete for prizes. a. rebate; sweepstakes b. loyalty rewards program; premium c. contest; loyalty rewards program d. sweepstakes; contest

d. sweepstakes; contest

Customer service call transcripts and social media posts are examples of _______ data. a. structured b. primary c. sentiment d. unstructured

d. unstructured