marketing
Which of the following uses promotional tools such as presentations, trade shows, and incentive programs to engage customers, make sales, and build customer relationships? A. Sales promotion B. Personal selling C. Advertising D. Public relations E. Direct and digital marketing
B
Social media are ideal for participating in customer conversations and listening to customer feedback because they are _____________. A. targeted and personal B. engaging C. immediate and timely D. interactive E. cost-effective
D
What is the overall goal when retailers choose their product assortment? A. Differentiate the retailer while matching target shoppers' expectations B. Only choose products that will maximize profits C. Offer as many products as they can fit on the shelves D. Offer products that will appeal to as many segments as possible E. Offer the same products as their competitors
A
Which consumer promotion tool is like coupons, except that the price reduction occurs after the purchase rather than at the retail outlet? A. Rebates B. Premiums C. Digital coupons D. Samples E. Contests
A
Which of the following accurately describes a company's efforts to engage customers, persuasively communicate customer value, and build customer relationships? A. Marketing mix B. Direct and digital marketing mix C. Promotion mix D. Personal and direct selling mix E. Advertising and public relations mix
A
Advertising decisions involve multiple steps culminating in the measurement of the sales effects of advertising or brand content. Which of the following considers return on investment? A. Evaluation B. Engagement goals C. Impact D. Defining reach E. Frequency
A
Best Buy, Home Depot, Petco, and Bed Bath & Beyond, which are actually giant specialty stores characterized by immense size and deep assortments of merchandise, are sometimes called _______________. A. category killers B. service retailers C. discount stores D. supermarkets E. off-price retailers
A
Companies such as Breitling watches and Pandora charm bracelets use which of the following types of distribution strategy? A. Exclusive B. Direct C. Intensive D. Franchise E. Selective
A
Many vital and key functions are performed by marketing channels. Of the following, which is NOT one of those key functions? A. Manufacturing and assembly B. Completion of transactions C. Distribution of persuasive communications D. Physical distribution E. Fulfillment of completed transactions
A
Personal selling can be more effective than advertising in complex selling situations because it is ______________________________. A. interpersonal B. only used for face-to-face customer interactions C. less engaging than advertising D. designed to reach large groups of consumers E. nonpersonal
A
The digital version of word-of-mouth marketing that involves creating videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called _______. A. viral marketing B. search engine marketing C. online marketing D. e-mail marketing E. omni-channel marketing
A
The four elements of a compensation plan for salespeople are __________. A. A fixed amount, a variable amount, expenses, and fringe benefits B. A fixed amount, a variable amount, salary, and commission C. A fixed amount, a variable amount, expenses, and salary D. A fixed amount, a variable amount, expenses, and commission E. A fixed amount, a variable amount, stock ownership, and fringe benefits
A
The goal of a push strategy is to _____________________________. A. induce channel members to carry and promote the product B. save money by only focusing on consumers C. give channel members additional media incentives to carry the product D. build trade demand E. increase sales calls to distributors
A
To set its sales force size, a company can first group accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the ______ approach. A. workload B. complex C. inside D. field E. workforce
A
What characteristics are possessed by the best salespeople? A. The best salespeople are the ones who work closely with customers for mutual gain. B. The best salespeople make a sale and then move on. C. The best salespeople are excellent at proposals and quotes. D. The best salespeople are highly educated. E. The best salespeople consistently exceed their sales goals.
A
What is the goal of advertising? A. To help move consumers through the buying process B. To provide feedback on products and services C. To create interest and consumer hype D. To define a product's value E. To create consumer communities
A
Which of the following describes layers of intermediaries performing some of the work to bring the product and its ownership closer to the final buyer? A. Channel levels B. Networking contacts C. Value delivery networks D. Marketing channels E. Supply chains
A
Which of the following is TRUE regarding omni-channel buyers? A. They shift easily across online and in-store channels. B. They prefer the online environment. C. They do not shift easily across online and in-store channels. D. They purchase online but tend to purchase more in-store. E. They always shop in-store channels, then order online.
A
Which of the following is a reason that producers use marketing channels and channel intermediaries? A. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers. B. Using channel intermediaries increases the number of contacts with customers. C. The reduced costs of using channel intermediaries offsets the inefficiencies of marketing channels. D. Using marketing channels allows producers to retain control over how and to whom they sell their products. E. Marketing channel decisions only require a short-term commitment
A
Which of the following represent the newer tools of digital direct marketing? A. Online marketing, social media marketing, and mobile marketing B. Kiosk marketing, telemarketing, and direct-response TV marketing C. Telemarketing, direct-mail marketing, and catalog marketing D. Direct-response TV marketing, telemarketing, and direct-mail marketing E. Telemarketing, face-to-face selling, and kiosk marketing
A
Which of the following statements about retailer marketing decisions is correct? A. Retailers identify three critical factors for retail success: location, location, and location. B. Most retailers seek either high markups on higher volume or low markups on lower volume. C. Retailers do not have to segment and target their markets. D. Stores do not need to differentiate and position themselves. E. Retailers do not differentiate themselves on their service mix.
A
A(n) _____ consists of producers, wholesalers, and retailers acting as a unified system. A. vertical marketing system B. channel level C. administered vertical marketing system D. conventional distribution channel E. distribution center
A
Catalogs, online and social media, and mobile marketing are some of the specific promotional tools used in _________________________. A. direct and digital marketing B. public relations C. sales presentations D. personal selling E. sales promotion
A
________________________ is the first step in marketing channel design. A. Analyzing consumer needs B. Identifying the types of intermediaries to use C. Evaluating major channel alternatives D. Identifying the number of intermediaries to use E. Setting channel objectives
A
Which of the following statements about wholesaling is true? A. Wholesalers do not need to differentiate themselves. B. Wholesalers must make decisions regarding their marketing mix. C. Wholesalers do not make positioning decisions. D. Wholesalers do not need to define a target market. E. Wholesalers do not need to segment their markets.
B
A blog is a(n) ______. A. type of targeted e-mail B. online forum C. text- and image-based ad and link that appears atop or alongside search engine results D. type of online advertising E. mobile app
B
By performing the channel function of ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost. A. risk bearing B. selling and promoting C. financing D. bulk-breaking E. buying and assortment building
B
Channels often involve long-term commitments, and companies have many alternatives. What type of criteria should be used if the company wants to keep the channel flexible so that it can respond to environmental changes? A. Profitability criteria B. Adaptability criteria C. Investment criteria D. Sales criteria E. Control criteria
B
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website. A. e-mail B. marketing C. search engine D. phishing E. branded community
B
Hotels and motels, banks, airlines, restaurants, colleges, hospitals, movie theaters, tennis clubs, bowling alleys, repair services, hair salons, and dry cleaners are all examples of ________. A. franchises B. service retailers C. non-retailers D. specialty stores E. wholesalers
B
In place of traditional media, marketers are using __________________________ to engage smaller customer segments with more personalized, interactive content. A. increased amounts of public relations, trade shows, special events, and social media B. a broad selection of more specialized and highly targeted media C. narrow but highly targeted media D. more integrated social media E. less social media and more traditional but targeted media
B
Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that _________________________. A. companies fail to integrate brand messages and positioning. B. consumers don't distinguish between content sources the way marketers do. C. companies do not target successfully or efficiently. D. consumers may believe similar brands are all the same. E. companies fail to integrate their various communication channels.
B
One consumer promotion tool is _______, which are goods offered either free or at low cost as an incentive to buy a product. A. point-of-purchase promotions B. premiums C. advertising specialties D. coupons E. rebates
B
The goal of logistics is to provide a targeted level of service at the least or lowest possible cost. To achieve this goal, which of the following are logistical functional areas? A. Retailing, inventory management, transportation, and logistics information management B. Warehousing, inventory management, transportation, and logistics information management C. Inventory management, transportation, shipping, and warehousing D. Warehousing, inventory management, retailing, and logistics information management E. Warehousing, inventory management, transportation, and retailing
B
The seven-step selling process takes a __________ approach to selling. In other words, its aim is to help salespeople close a specific sale with a customer. A. profit-oriented B. transaction-oriented C. customer-oriented D. relationship-oriented E. value-oriented
B
When the company has defined its channel objectives, it should next identify its major channel alternatives in terms of the types of intermediaries, the number of intermediaries, and __________________. A. consumer needs B. the responsibilities of channel members C. economic criteria D. the profitability of the channel E. whether to use intensive or exclusive distribution
B
Which advertising objective is best suited to maintaining customer relationships and for more mature products? A. Informative B. Reminder C. Attack D. Persuasive E. Humorous
B
Which of the following are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople? A. Sales force promotions B. Business promotions C. Consumer promotions D. Trade promotions E. Clutter promotions
B
Which of the following indicates the length of a channel? A. The number of wholesalers in the channel B. The number of intermediary levels in the channel C. The number of retailers in the channel D. The number of final consumers in the channel E. The number of producers in the channel
B
Which of the following is a form of traditional direct marketing? A. Mobile marketing B. Kiosk marketing C. Social media marketing D. Websites E. Blogs
B
Which of the following is described as "always on" and is a large component of the digital advertising mix? A. Online videos B. Search advertising C. Branded web communities D. Through fund-raising E. Email marketing
B
Which of the following represents a new trend in logistics to save costs, increase efficiencies, and gain faster and more effective access to global markets? A. Just-in-time logistics B. Outsourcing logistics functions C. Vendor managed inventory D. Electronic data exchange E. RFID and barcode tracking
B
Which of the following statements is correct regarding sellers and their use of direct and digital marketing? A. For sellers, direct and digital marketing are very inefficient. B. Sellers have opportunities to engage in real-time marketing. C. For sellers, direct and digital marketing are inflexible. D. Sellers using direct and digital marketing cannot ask questions and solicit feedback from customers. E. For sellers, using direct and digital marketing is expensive
B
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function? A. Lobbying B. Development C. Public affairs D. Press relations E. Investor relations
B
Sherwin-Williams sells its paint and other branded products exclusively through company-owned retail stores. Sherwin-Williams has established a(n) _________. A. vertical marketing system B. corporate VMS C. conventional distribution channel D. administered VMS E. contractual VMS
B
Websites, online advertising, email, online video, and blogs are all forms of ______. A. telemarketing B. online marketing C. mobile marketing D. social media marketing E. traditional direct marketing
B
______ means sending email pitches only to customers who "opt in." A. phishing B. permission-based email marketing C. spamming D. viral marketing E. unsolicited email marketing
B
___________________ advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now. A. Informative B. Persuasive C. Attack D. Comparative E. Reminder
B
_______________________ is an example of horizontal channel conflict. A. A retailer complaining about a producer's pricing B. A Subaru dealer complaining that another Subaru dealer is advertising in its territory C. A retailer complaining about receiving damaged goods from a wholesaler D. A consumer complaining to a retailer about the service he received E. A consumer complaining to a producer about the quality of a product
B
_______________________ uses tools that engage directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A. Personal selling B. Direct and digital marketing C. Sales promotion D. Public relations E. Advertising
B
Press releases, sponsorships, events, and web pages are promotional tools used in _____________. A. sales promotion B. direct and digital marketing C. personal selling D. public relations E. advertising
D
A form of television marketing which persuasively describes a product and give customers a toll-free number or an online site for ordering is known as _________________. A. catalog marketing B. kiosk marketing C. DRTV marketing D. telemarketing E. interactive television marketing
C
After segmenting and defining their target markets, retailers must then ____________________. A. decide on the store atmosphere and shopping experience B. decide on pricing by product line and assortment C. decide how they will differentiate and position themselves D. decide on the product assortment and volume they will stock E. decide on the level of service they will provide
C
As companies become more market-centered, a customer-focused sales force __________________. A. becomes more focused on profit and less on the customer B. only needs to coordinate its efforts with marketing planners C. works to produce both customer satisfaction and company profit D. has greater incentives to produce revenue E. is less important than the results advertising and sales promotion can reap
C
Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as _______. A. content sites B. search-engine portals C. e-tailers D. online social media E. transaction sites
C
Focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale is known as ______________________. A. showrooming B. retailing C. shopper marketing D. internal marketing E. warehousing
C
More than a territory, compensation, and training, new salespeople need ________________. A. customer relationship management skills B. ongoing customer sales support C. supervision and motivation D. reasonable sales goals E. product knowledge
C
Most companies today want their salespeople to _______, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company. A. use a transaction-oriented sales approach B. cut prices to make the sale C. practice value selling D. capture short-term business E. close sales
C
Of the following, which most closely describes the method by which companies engage and create benefits for their customers? A. Supply chain B. Channel level C. Value delivery network D. Marketing channel E. Customer relationship management
C
One of the primary advantages of marketing logistics is __________________. A. improved customer satisfaction and faster time to market B. cost savings in inventory management C. potentially high cost savings and improved customer satisfaction D. maximizing inbound, outbound, and reverse logistics E. being the solution for maximizing costs and customer satisfaction
C
Producers of a strong brand sometimes sell it to dealers only if the dealers will take some or all of the rest of its line. This is known as full-line forcing. Which of the following statements is true regarding full-line forcing? A. It is only legal in New York, California, and Texas. B. It is always legal. C. It may or may not be legal. D. It is always illegal. E. It is only illegal in Europe.
C
Retailers must decide on which three major product variables? A. Product assortment, services mix, and price B. Product assortment, store atmosphere, and price C. Product assortment, services mix, and store atmosphere D. Product assortment, services mix, and location E. Product assortment, price, and location
C
The goal of integrated marketing communications is to __________________________________. A. have different media carry different messages about a brand in an integrated way B. integrate communications via online and mobile technologies at a lower cost per impression C. deliver clear, consistent, and compelling messages about the organization and its brands D. lower overall marketing expenditures while delivering increased results E. maximize return on investment with increased revenue across all brands
C
The massive shift in how and where people buy calls for __________________________. A. massive shifts in pricing strategies B. massive spending in social media for brick-and-mortar retailers C. massive shifts in how store retailers operate D. massive shifts to online-only environments for brick-and-mortar retailers E. massive spending increases in advertising and sales promotion
C
Which of the following accurately represents the three characteristics of advertising appeals? A. To be believable, to be distinctive, and to be ethical B. To be meaningful, to be distinctive, and to use persuasive claims C. To be meaningful, to be believable, and to be distinctive D. To be meaningful, to be believable, and to be memorable E. To be meaningful, to be believable, and to generate revenue
C
Which of the following is correct regarding the forms of direct and digital marketing? A. Marketers today only use direct and digital marketing. B. Traditional direct marketing tools are still used but are no longer important. C. New digital and the more traditional forms of direct marketing must be blended and integrated D. Direct and digital marketing does not include mobile marketing. E. Online marketing is the only form of direct and digital marketing.
C
Which of the following makes up the retail marketing mix? A. Product and services assortment, price, promotion, and retail targeting B. Product and services assortment, price, promotion, and retail segmentation C. Product and services assortment, price, promotion, and location D. Product and services assortment, prices, promotion, and store positioning E. Product and services assortment, price, promotion and store differentiation
C
Which of the following statements about blogs is correct? A. Blogs are a company-controlled medium. B. Companies cannot gain insights from their blogs. C. Blogs can be difficult for the company to control. D. They are expensive to start and maintain. E. For consumers, they are impersonal.
C
Which of the following statements about personal selling is correct? A. Personal selling is the nonpersonal arm of the promotional mix. B. The role of personal selling is very consistent from company to company. C. Salespeople are often the only direct contact with a customer. D. Salespeople represent the company to customers, but they do not represent customers to the company. E. Personal selling is a fairly new profession.
C
Which of the following statements about public relations is correct? A. The impact of public relations on public awareness comes at a much higher cost than advertising. B. Public relations cannot be used to engage consumers. C. The lines between advertising and public relations are becoming more blurred. D. Trade associations do not use public relations. E. Public relations is only used to promote products.
C
Which of the following statements about sales promotions is correct? A. The use of sales promotions has declined in recent years. B. Sales promotions offer long-term incentives to buy a product. C. The heavy use of sales promotions has resulted in promotion clutter. D. Companies that use sales promotions usually do not use any other promotional mix tools. E. Sales promotions are only offered to consumers.
C
Which of the following statements is TRUE about public relations and a company's overall integrated marketing communications efforts? A. PR should be planned first, then advertising second. B. PR should have a separate budget from marketing communications. C. PR should be blended smoothly with promotion activities. D. PR is now the more dominant media than other forms. E. PR has no value within a social media context.
C
Which of the statements is TRUE regarding media and message decisions? A. Media and message decisions have no relationship to budgeting. B. Media and message decisions are independent of each other. C. Media and message decisions should be closely coordinated. D. Media and message decisions have no impact on results. E. Message decisions are now more important than media decisions.
C
It's time for the Super Bowl, and the end-of-the-aisle displays at the supermarket feature chips, dips, and soft drinks. What type of sales promotion tool is this? A. Sponsorship B. Premium C. Point-of-purchase D. Allowance E. Sample
C
Justin, Inc., a U.S.-based watch manufacturer, sells its products in China, Russia, France, and India. To manage sales, Justin appoints a number of sales representatives to each location. Justin has adopted a ________ sales force structure. A. customer B. complex C. territorial D. market E. product
C
Macy's, Kohl's, and JCPenney practice a retailing pricing strategy called "high-low pricing." Which of the following correctly describes high-low pricing? A. Retailers do not have to use promotions. B. The retailer does not have to run sales on selected items. C. The retailer charges higher prices on an everyday basis, coupled with frequent sales and other price promotions. D. Some products are priced high, others are priced low, and still others are priced at bargain-basement levels. E. Retailers charge an everyday low price with no special promotions.
C
_____________________ software systems enable companies to coordinate their whole-channel marketing efforts. A. Distribution B. Channel management C. Partner relationship management D. Customer relationship management E. Logistics
C
___________________is used to build and maintain national or local community relationships and is one of the functions of public relations. A. Lobbying B. Development C. Public affairs D. Investor relations E. Press relations
C
After recruiting and selecting salespeople, what is the next major step in sales force management? A. Supervising salespeople B. Compensating salespeople C. Designing sales force strategy and structure D. Training salespeople E. Evaluating salespeople
D
After the presentation and demonstration step in the sales process, a salesperson should next be prepared to _______. A. approach qualified customers B. immediately close the sale C. prospect the customer D. handle objections E. follow up with the customer
D
Companies today see channel members as ______________ and practice strong partner relationship management. A. trade promotions B. consumer advertising C. discount pricing D. first-line partners E. B2B selling
D
In which of the following does a producer direct marketing activities (primarily personal selling and trade promotion) toward channel members? A. A pull strategy B. Product communications C. A personal selling strategy D. A push strategy E. Integrated communications
D
Many consumers today rent DVDs from a vending machine called Redbox, which can be found in retail stores and other locations. Redbox is type of ________ marketing. A. infomercial B. DRTV C. website D. kiosk E. interactive TV
D
The Great Recession of 2008-2009 had a profound effect on the economy and consumers. Of the following, which represents one of the major consumer trends resulting from the Great Recession? A. It created a trend away from consumer spending on well-known brands. B. It restricted retail expansion domestically and internationally. C. It forced consumers to become omni-channel shoppers. D. It turned free-spending consumers into value-seeking ones. E. It turned brick-and-mortar retailers into Internet-only retailers.
D
The benefits of direct and digital marketing for buyers are that they are _________. A. easy, convenient, and public B. convenient, private, and hard to use C. easy, convenient, and impersonal D. easy, convenient, and private E. easy, private, and expensive
D
The first decision a manager must make in sales force management is _______________. A. sales training B. evaluation of salespeople C. sales force compensation D. designing sales force strategy and structure E. recruitment and selection processes for salespeople
D
The fastest-growing sales trend today is ______________. A. product selling B. team selling C. inside sales D. social selling E. outside sales
D
What is the final step in the seven-step personal selling process? A. Qualifying B. Prospecting C. Closing D. Follow-up E. Presentation
D
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships? A. Advertising B. Sales promotion C. Personal selling D. Direct and digital marketing E. Public relations
D
Which of the following are common trade promotion tools? A. Discounts, free goods, coupons, and rebates B. Discounts, free goods, allowances, and price packs C. Rebates, discounts, free goods, and allowances D. Discounts, free goods, allowances, and free advertising specialty items E. Rebates, samples, coupons, and price packs
D
Which of the following describes the activities that play an important role in connecting brands to consumers in the final phases of the buying process? A. Wholesaling B. Warehousing C. Shopper marketing D. Retailing E. Manufacturing
D
Which of the following does NOT represent one of the major trends and developments in retailing? A. A surge in green retailing B. Retail convergence C. Growing importance of retail technology D. Social e-tailing E. The rise of megaretailers
D
Which of the following types of wholesalers are Independently owned businesses that take title to all merchandise handled? A. Manufacturers' agents B. Brokers C. Rack jobbers D. Merchant wholesalers E. Industrial distributors
D
_______________________ entails managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers. A. Business distribution management B. Distribution networks management C. Wholesaling D. Supply chain management E. Reseller networks
D
____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Junk mail B. Irritation C. Deceptive advertising D. Invasion of privacy E. Deceptive pricing
D
_____________________ direct(s) its marketing activities (primarily advertising, consumer promotion, and direct and digital media) toward final consumers to induce them to buy the product. A. Product communications B. A push strategy C. Integrated communications D. A pull strategy E. Personal selling
D
_____________________ is a retailing technique of carefully orchestrating the store's layout and displays, background music, colors, and smells. A. Omni-channel retailing B. Wholesaling C. Environmental retailing D. Experiential retailing E. Interior design
D
A discount store (for example, Target, Kohl's, or Walmart) sells standard merchandise at lower prices. To do this, discount stores accept which of the following two conditions? A. Operating at a loss and higher sales volume B. Lower margins and lower sales volume C. Higher margins and lower sales volume D. Higher sales volume and inefficient operations E. Lower margins and higher sales volume
E
At which step in the personal selling process does a salesperson meet the customer for the first time? A. Prospecting B. Presentation C. Preapproach D. Qualifying E. Approach
E
Consumers may receive an e-mail, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called ______. A. infomercials B. spamming C. telemarketing D. mobile marketing E. phishing
E
During the presentation step in the personal selling process, the salesperson ______________. A. handles objections B. meets the buyer for the first time C. attempts to "razzle-dazzle" the buyer D. closes the deal E. tells the buyer a "value story"
E
GE Healthcare employs different sales forces for diagnostic imaging, life sciences, and integrated IT products and services. GE Healthcare has adopted a ______ sales force structure. A. customer B. territorial C. market D. complex E. product
E
In which of the following is vertical conflict, conflict between different levels of the same channel, common? A. Channel intermediaries B. Independent retailers C. Wholesalers D. Supplier channels E. Franchise organizations
E
Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this represent? A. Manufacturer-sponsored retailer franchise system B. Corporate VMS C. Conventional distribution channel D. Contractual VMS E. Administered VMS
E
Marketing logistics addresses not only outbound logistics but also inbound logistics and reverse logistics, which means it ____________________________. A. focuses on just-in-time inventory management B. it is the centerpiece for quicker times to market and enhanced cost reductions C. enables producers, manufacturers, and distribution to maximize cost savings D. is the solution for managing costs and customer satisfaction E. involves the entire supply chain management
E
One challenge of social media marketing is _____________________ A. social media is not cost-effective B. the fact that social marketing has not spread globally C. social media does not lend itself to targeting D. the fact that it is not cost-effective E. social networks are largely user-controlled
E
Progressive wholesalers recognize that their only reason for existing is to ____________________. A. automate distribution B. bear the risk of sales and distribution C. finance retailing transactions D. provide selling support E. add value
E
Successful retailers of the future must adopt which type of buying experience that is both seamless and integrates multiple types of media? A. Direct-to-consumer retailing B. Discount retailing C. Off-price retailing D. Omni-channel retailing E. Social shopping retailing
E
The primary purpose of _________ websites is to do more than just sell products or move them closer to a direct purchase. A. informational B. social marketing C. interactive websites D. marketing E. brand community
E
What are the two major elements in developing advertising strategy? A. Determining the advertising budget and determining ROI B. Determining the target audience and selecting advertising media C. Creating advertising messages and selecting advertising agencies D. Creating advertising messages and setting the advertising budget E. Creating advertising messages and selecting advertising media
E
What does the phrase "omni-channel buying calls for omni-channel retailing" imply for retailers? A. Retailers should plan and budget for expansion of brick-and-mortar shopping experiences. B. Retailers should attempt to attract omni-channel buyers to brick-and-mortar settings through experiential retailing. C. Retailers should make certain they focus on social and digital media as their main advertising vehicles. D. Retailers should integrate all available supply-chain channels into their distribution systems. E. Retailers should integrate all available shopping channels and devices into a seamless customer shopping experience.
E
What event or circumstance has made mobile marketing a must for most brands? A. Heavy use of mobile devices in international markets B. The decline of traditional marketing forms C. Unlimited consumer data plans D. Widespread use of mobile devices by preteens E. Widespread adoption of mobile devices
E
What potential risk do marketers incur by using richer but more fragmented media and promotional mixes? A. Mixed communications messaging and higher costs B. The inability to use mass and traditional media C. Better targeting but at a higher cost per consumer D. Greater efficiency but less control over marketing messaging E. A communications hodgepodge for consumers
E
When setting marketing channel objectives, companies should state the objective in terms of ______. A. exclusive distribution arrangements B. expected profitability C. competitors' objectives D. the length of the channel E. targeted levels of customer service
E
Which of the following is used to engage customers anywhere, anytime during the buying and relationship-building processes? A. permission-based e-mail marketing B. online advertising C. blogs D. branded web communities E. mobile marketing
E
Which of the following recognizes that improved logistics mandates teamwork across the company and the entire supply chain? A. Just-in-time logistics management B. Electronic data exchange C. Reverse logistics management D. Logistics information management E. Integrated supply chain management
E
Which of the following represents the four major classifications of retail organizations? A. Discount stores, service retailers, superstores, and supermarkets B. Corporate chains, voluntary chains, retailer cooperatives, and wholesalers C. Corporate chains, wholesalers, superstores, and franchise organizations D. Corporate chains, voluntary chains, wholesalers, and franchise organizations E. Corporate chains, voluntary chains, retailer cooperatives, and franchise organizations
E
Which of the following retail trends is making differentiation more difficult? A. The demise of brick-and-mortar retail B. Retail global expansion C. Omni-channel retailing D. Value-seeking consumers E. Retail convergence
E
________ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A. Telemarketing B. Kiosk marketing C. Catalog marketing D. Direct-response television marketing E. Direct-mail marketing
E
____________________ is perhaps the biggest advantage of social media. A. User-controlled content B. Return on investment C. the low cost D. The potential to grow an audience base E. Engagement and social sharing capabilities
E
_________________________ are the objectives of trade promotions. A. Urging short-term customer buying and gaining customer loyalty B. Boosting consumer brand involvement and short-term buying C. Getting more sales force support for current or new products and getting salespeople to sign up new accounts D. Generating business leads, stimulating purchases, rewarding customers, and motivating salespeople E. Getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space
E
