Marketing Exam 2
Which of the following is an example of horizontal channel conflict
A ford dealer complaining that another ford dealer is advertising in their territory
Nations have too little hard currency to pay for their purchases from other countries will often use which method of international trade
Barter
Netflix recruits "grammasters," influencers who have large instagram followings. They travel around the world taking photos and creating videos. This is an example of using ______ as a personal communication channel
Buzz marketing
Which of the following statements regarding marketing channel design is correct?
Channel alternatives should be evaluated against economic, control, and adaptability criteria
Which of the following statements is correct in regarding the functions channel members perform?
Channel members create greater efficiencies than manufacturers could achieve on their own
Why should companies use mobile marketing responsibly?
Companies risk angering already ad-weary consumers
One reason there is a need for integrated marketing communications is that________
Consumers dont distinguish between content sources the way marketers do
What is the first step in the marketing research process
Define the problem
What is the first decision made in sales-force management
Designing sales force strategy and structure
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
Direct and digital marketin
________involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationship
Direct and digital marketing
Direct mail is well suited for which of the following
Direct, one to one communications
Which of the following statements about the global marketplace is correct
Domestic firms need to be internationalize to take advantage of growing markets throughout the world.
__________ is a practice whereby a producer agrees to sell a brand to a dealer only if the dealer agrees to sell some or all of the rest of its line.
Full-line forcing
Tiffany and Neiman Marcus are classified as _______ retaliers
Full-service
Which of the following statements regarding green retailing is correct?
Green retailing initiatives extend to helping consumers be more environmentally
Much of pinterests success is due to how they used marketing information to_________
Identify a unique customer insight
Which of the following is true regarding the price-demand relationship
If demand is elastic, sellers will consider lowering their price
Which of the following statements does not apply to the description of prices
In recent decades price factors have gained increasing importance
Which of the following statements regarding customer value- based pricing is correct
In using this strategy, companies often find it hard to measure the value customers attach to their product
ford offers a wide variety of cars that range from around $14000 to more than $54000. This reflects which economic factor
Income distribution
What are the two economic factors that reflect a country's attractiveness as a market?
Industrial structure and income distribution
Which of the following correctly identifies what direct and digital marketing offer sellers
Inexpensive, efficient, and fast
Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing tool
Kisok
MIS begins and ends with information users. Which of the following statements is not an advantage of MIS?
MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies
The________consists of larger societal forces that affect how a company engages and serves its customers
Macroenvironment
Which of the following statements discussing big data is not true?
Marketers can access and easily sift through the data once its available
To learn more about the relationships and patterns contained in the vast amounts of data they collect, marketers use____________
Marketing analytics
_______Have shifted the balance of power between retailers and producers
Megaretailers
_________are the largest single group of wholesalers
Merchant wholesalers
Geographically, many Americans have been moving to small cities located beyond congested metropolitan areas, such as Minot, North Dakota; Boone, North Carolina; Traverse City, Michigan; and Concord, New Hampshire. These small cities are called __________.
Micropolitan areas
The "echo boomers" is another name for__________
Millennials
Which of the following statements about big data is corret
One result of big data is that marketing managers are often overloaded with information
Which of the following statements about major retail trends is true
Online buying is growing at a much brisker pace than retail buying as a whole
Despite its potential strengths, public relations are occasionally described as a marketing stepchild because of all the following except______
PR practitioners consider their job as simply communication
which promotional budgeting method wrongly views sales as the cause of promotion rather than as the result
Percentage of sales
______is a type of identity theft that uses deceptive emails and fraudulent online sales
Phishing
Which of the following statements does not describe price
Price is the only element in the marketing mix that represents costs.
In making products and services available to consumers, channel members add value. Key functions performed by the marketing channels include all of the following except_____
Pricing
Dunkin Donuts has added menu items that meet the unique taste buds of customers in local markets, for example, mango pudding donuts in China, This represents which global product strategy?
Product adaptation
Retailers must decide on which three major product variables
Product assortment, service mix, and store atmosphere
The first step in the personal selling process is_________
Prospecting
Which of the following is not a step in an effective sales management process
Prospecting
In which type of market does no buyer or seller have much impact on setting the going market price
Pure competition
Under _______, the market consists of many buyers and sellers trading in a uniform commodity
Pure competition
________advertising is more suitable for mature products
Reminder
______are distribution channel firms that help the company find customers or make sales for them
Resellers
Which of the follwoing correclty lists marketing intermediaries
Resellers, physical distribution firms, marketing services agencies, and financial intermediaries.
__________is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service
Sales promotion
in_____pricing, the company sells a product or service at two or more prices, even though the differences in prices is not based on differences in costs
Segmented
Which of the following statements regarding segmented pricing is correct?
Segmented pricing practices can cause consumer resentment
Firms producing consumer electronics, furniture, and home appliance brands typically distribute their products______
Selectively
What is target costing?
Setting a price and then setting costs that will insure that the price is met
Which of the following is a challenge to marketers regarding their use of social media?
Social networks are largely user controlled
According to the text, what is the fastest-growing sales trend today
Social selling
_________reverses the usual process of first designing a new product, determining its costs, and then asking "can we sell it for that?"
Target costing
During a sales presentation, which of the following would best fit a relationship marketing approach?
Tell a value story
According to the text, what is the single most important demographic trend in the United States?
The changing age structure of the population
Which method for setting the total promotion budget is the most difficult to use
The objective and task method
Which of the following statements about marketing research in small businesses and nonprofit organizations is correct
The research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully
Which of the following statements regarding the current demographic enivronment is correct
The us population is rapidly getting older
Which of the following is an advantage to using internal databases for information
They can be accessed quickly and cheaply
What is the simplest way to enter a foreign market
Through exporting
What is the goal of integrated marketing communications
To deliver clear, consistent and compelling company and brand messages
One new technology marketers are adopting is radio frequency identification (rfid). What does this technology do?
Tracks products and customers at various points in the distribution channel
A marketing websites should be easy to use and visually appealing. To be effective, these websites must also be_________
Useful
Luxury automobile manufacturers typically add quality, services, and other features to differentiate their offers and thus support their higher prices. this is an example of_________
Value- added pricing
Companies who passively accept the marketing environment__________
View it as uncontrollable and do not attempt to change it
Which of the following statements about marketing information systems is correct
a good MIS must balance what users would like to have against what they really need and what is feasible to offer
One framework for designing an effective message is the AIDA model. In the AIDA model____________
attention leads to interest, which hopefully leads to desire and then action
Many company websites are now designed to do more than just sell product. These websites, known as_____websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers
brand community
A sales contest is considered a part of ________
business promotion
Companies that make products that must be used along with a main product are using a ________
captive-product pricing
Many marketers today create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as________
content marketing managers
One market entry strategy is ____________, in which the company makes agreements with companies in the foreign market to produce its product or provide its service
contract manufacturing
Which factor sets the ceiling on setting a products price
customers value perceptions
Some companies still treat sales and marketing as separate functions. One effect this can have is to _________
damage customer relationships
Survey research is the approach best suited for gathering________
descriptive research
Business legislation has been enacted for a number of reasons which include all of the following except________
developing a code of ethics
Promotional pricing tactics include___________
discounts, special-event pricing, and limited time offers
IN the content of a message, marketers often use________appeals such as joy,love, humor, fear, and guilt
emotional
A firm normally gets into international marketing by simply shipping out its goods. if its international sales expand, most companies then organize by _________
establishing an export department
Some sellers require that dealers not handle competitors products. This strategy is called________
exclusive dealing
L.L. Bean has turned its flagship store into a full-fledged outdoor adventure center, which is an example of ________
experiential retailing
Companies can allow key customers and value- network members to access account, product, and other data through________
extranets
Defining the problem and research objectives is the _______step in the marketing process
first
You and seven other people are talking with a trained moderator about your feelings and thoughts about a potential new product. For doing this you receive a small payment. You are participating in an________
focus group interview
Which of the following is an objective for trade promotions
getting retailers to carry new items and more inventory
The strategy of _______ means that the firm attempts to offer the right combination of quality and good service at a fair price
good-value pricing
Free trade zones can be described as_________
groups of nations organized to work toward common goals in the regulation of international trade
Which of the following would not be a consideration for decision making in designing the full sales promotion program
how to set it apart from other promotion mix elements
Assume a competitor has cut prices and a company determines they should respond. Effective actions that the company could initiate include________
launch a low price fighter brand
What are the four types of joint venture entry strategies
licensing, contract manufacturing, management contracting, and joint ownership
When apple computer company introduced their Iphone, they priced the new product at $599, sonsiderably higher than either their Ipod or competing cellular phones. Apple computer was pursuing a _________pricing strategy
market skimming
One drawback to viral marketing is that______
marketers cannot control where users pass along the message
One key function of channel members is __________, which involves shaping offers to meet the buyer's needs, including activities such as manufacturing, grading, assembling, and packaging.
matching
Which of the following correctly identifies forms of digital direct marketing
online marketing, social media marketing, and mobil marketing
The hottest growth area for the Home Depot in the U.S market has been attributed to _________
online sales
A sizable and growing market of consumers are seeking products such as natural, organic, and nutritional foods, fuel-efficient cars, and alternative medicines. This tried is attributed to which cultural value
peoples views toward nature
Which promotional tool includes presentations, trade shows, and incentive programs
personal selling
Recently, Amazon.com has been accused of________, which is the practice of selling products below cost to harm competitors
predatory pricing
Many personal care companies combine toothpaste with a toothbrush at a reduced price. This is an example of___________pricing
product - bundle
In south korea, Dunkin donuts sells an olive oil and tapioca starch donut, called Chewisty. This is an example of _______strategy
product adaptation
When using the global product strategy of ______ companies create something new to meet the needs of consumers in a given country
product inventions
A soda pop company offers a discount to a grocer. In exchange, the forcer agrees to provide in-store advertising for the soda pop and additional sales-support. This is an example of________
promotional allowances
One important reason that business legislation is enacted is to______
protect consumers from unfair business practices
competitive marketing intelligence uses______data sources
publicly available
Techniques that can be used by sellers for avoiding customers perception for price gouging includes all of the following except________
rationing products to customers
which type of advertising is important for mature, established brands
reminder
The marketing research industry is considering several options for responding to intrusion and privacy issues, which includes all of the following except_____
sharing information widley
Which type of retailer carries narrow product lines with deep assortments withing those lines
specialty stores
Helping salesperson to "work smart" by doing the right things in the right ways is the goal ________, whereas getting them to work hard is the goal of_____
supervision; motivation
L'oreal, a french origin firm, is considered an_________
truly global organization
Many amusement parks charge a daily ticket or season pass charge plus additional fees for food and other inpark features. This is called_________
two-part pricing
What is the digital version of word of mouth marketing
viral marketing
Which of the following is a concern when using optional product pricing
which products to include in the base price and which to offer as options
One major objective of a market-penetration pricing strategy is to______
win a large market share
When companies set their promotion budgets to match competitors outlays they are using the __________ method
Competitive-parity
In _____ the company makes agreements with manufacturers in the foreign market to produce its product or provide its service
Contract manufacturing
The franchise organization is the most common type of______VMS (vertical marketing system)
Contractual
________uses buyers perceptions of value as the key to pricing
Customer Value-based pricing
LL Bean has turned its flagship store and campus in freeport, maine into a full-fledged outdoor adventure center. There, customers can hike, kayak. or go seal watching at nearby Cisco Bay. This is an example of ________
Experiential retailing
What are the four broad characteristics used to classify retail stores?
Service, product lines, price, and organization
Marketing Management must first______ when developing an advertising program
Set advertising objectives
___________involves focusing the entire marketing process toward turning customers into buyers as they approach the point of sale
Shopper marketing
Once the company has set its structure, what is the next strategic decision it faces?
Sizing the sales force
which execution style shows one or more "typical" people using the product in a normal setting
Slice of life
_______and_______ are core PR strengths and that plays well into the use of online, mobile, and social media
Storytelling, engagement
Which of the following statements does not reflect the role of salespersons within a company?
The concept of salesperson-owned loyalty describes the loyalty that salespersons have toward the company
Which of the following statements about public relations is correct?
The lines between advertising and public relations are becoming more and more blurred
The reasons for considering public relations, which has a greater impact at a much lower cost than advertising include_______
The possibility of stories to be picked up by different media
How is price determined using cost- plus pricing
The price is set by adding a standard markup to the cost of the product
Which of the following statements regarding wholesaling is correct
Wholesalers must make decisions regarding their marketing mix
What are the four elements of a compensation plan for salespeople
a fixed amount, a variable amount, expenses, and fringe benefits
John deere does very little promoting of its lawn mowers, garden tractors, and other residential consumer products to final consumers. Instead, John Deeres sales force works with Lowes, the home depot, and other channel members. This is an example of using _______ for promotion
a push strategy
Walmart has a lot of power and exerts strong influence on the suppliers they buy from. This channel power is an example of a__________vertical marketing system
administered
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is considered _______
adverstising
Market skimming prices are preferred in all of the following conditions except________
an initial low price is set by the comapanies
One of the challenges of social media marketing is that social media________
are largely user controlled
The aim of transaction-oriented marketing is to help salespeople ________
close a specific sale
Regardless of the size of the budget, to succeed, advertising must engage consumers and_______
communicate well
A cluster between 15 and 50 retail stores that usually contains a branch of a department store or variety store, a supermarket, specialty stores, professional offices, and sometimes a bank is a
community shopping center
When a company directly or indirectly compares its brand with one or more other brands in an advertisement, they are using______
comparative advertising
Historically, _________ have lacked leadership and power, often resulting in damaging conflict and poor performance
conventional distribution channels
Logos, stationary, brochures, signs, business cards, buildings, and uniforms are all types of_____
corporate identity materials
What are the two major elements of advertising strategy
creating messages and selecting media
Priceline.com sells its services through____
direct marketing as a supplementary channel
A(n) _________ has no intermediary levels
direct marketing channel
Shortages of certain raw materials is a major trend related to the ________environment
natural
_________retailling refers to the creation of a seamless cross-channel buying experience
omni-channel
Most companies manage their international activities by first____
organizing an export department
Federal legislation on _________ states that sellers must set prices without talking to competitors
price-fixing
a(n) _________ stance by companies toward the marketing environment is preferred over a reactive stance
proactive
Price is the only part of the marketing mix that__________
produces revenue
The length of a channel is determined by_______
the number of intermediary levels
what is media impact
the qualitative value of exposure to a message
Advertising appeals should have three characteristics. These characteristics are ___________
to be meaningful, to be available, and to be distinctive
Which of the following statements is true regarding costs?
Average cost tends to decrease with accumulated production experience
The concept of ________recognizes that providing better customer service and trimming distribution costs require teamwork.
Integrated logistics management
Which of the following statements about personal selling is correct?
Many customers are unable to distinguish the salesperson from the company
Indian government regulation requires foreign retailers in india to buy 30 percent of the merchandise they sell from local small businesses. This obstacle in global marketing is an example of setting ______ by host countries
Nontariff trade barriers
Which of the following statements about advertising is correct?
in addition to business, advertising is used by many types of organizations
Cross functional teamwork within the company, building logistics partnerships, and third party logistics are all important elements of ________
integrated logistics management
As marketers adopt richer but more fragmented media and promotion mixes to reach their diverse markets, they risk creating a communication hodgepodge for consumers. Tor prevent this, companies have adopted the concept of ________
integrated marketing communications
A discount store sells standard merchandise at lower prices. to do this, discount stores accept which of the following two conditions
lower margins and selling higher volume
