marketing exam 3- ch 10-17

A company can unite its marketing and sales functions through all of the following activities EXCEPT ________. A) assigning a telemarketer the task of visiting a customer B) arranging joint meetings to clarify all aspects of communication C) appointing a chief customer officer to oversee both departments D) having a salesperson preview ads and sales-promotion campaigns E) sending brand managers on sales calls with a salesperson

A) assigning a telemarketer the task

Which of the following elements of the promotion mix involves making personal connections with customers for the purpose of making sales? A) personal selling B) advertising C) e-commerce D) publicity E) public relations

A) personal selling

Which of the following brands most likely requires heavy advertising in order to be set apart from similar products? A) undifferentiated brands B) specialty brands C) international brands D) mature brands E) high-share brands

A) undifferentiated brands

With direct marketing companies can interact with customers in all of the following ways except ____. A. in person B. learning more about a customers needs C. personalizing products and services D. answering questions from customers E. by phone or online

A. in person

A firm is using ________ when it charges a high, premium price for a new product with the intention of reducing the price in the future. A. price skimming B. trial pricing C. value pricing D. market penetration pricing E. prestige pricing

A. price skimming

price is the only element in the marketing mix that produces______ A. revenue B. variable cost C. expenses D. outfixed costs E. stability

A. revenue

Which major promotion category makes use of displays, discounts, coupons, and demonstrations? A. sales promotions B. direct marketing C. publicity D. public relations E. advertising

A. sales promotions

In ______, price is considered along with the other marketing mix variables before the marketing program is set. A. value based pricing B. cost based pricing C. variable costs D. price elasticity E. building the marketing mix

A. value based pricing

_____ uses buyers' perceptions of what a product is worth, not the sellers cost, as the key to pricing. A. value based pricing B. value added pricing C. variable cost D. price elasticity E. product image

A. value based pricing

which of the following is a customer-oriented approach to pricing? A. value based pricing B. sealed bid pricing C. break even pricing D. target profit pricing E. C & D

A. value based pricing

When suppliers, distributors, and customers partner with each other to improve the performance of the entire system, they are participating in a ________. A) value delivery network B) channel of distribution C) supply chain D) demand chain E) conventional distribution channel

A. value delivery network

A challenge for management in product line pricing is to decide on the price steps between the _____ A. various products in a line B. product mixes C. product groupings D. product lines E. various target markets

A. various products in a line

According to research, which of the following is one of the four key talents a successful salesperson must possess? A) managerial skills B) disciplined work style C) aggressive personality D) technological know-how E) fluency in a second language

B) disciplined work style

Which term refers to the general idea that will be communicated to consumers through an advertisement? A) advertising appeal B) message strategy C) consumer-generated message D) creative concept E) message execution

B) message strategy

A company that treats its salespeople as valuable contributors with unlimited income opportunities has developed a(n) ________ that will have fewer turnovers and higher sales force performance. A) sales force system B) organizational climate C) compensation package D) sales structure E) workload

B) organizational climate

Advertising objectives should be based on the marketing mix, positioning, and ________. A) differentiation B) past decisions about the target market C) costs of different media choices D) ability to create special events E) novelty of the product advertised

B) past decisions about the target market

The first step in creating effective advertising messages is ________. A) selecting specific media vehicles B) planning a message strategy C) determining return on advertising investment D) choosing media timing E) executing the message

B) planning a message strategy

When a company sets out to analyze, plan, implement, and control sales force activities, the company is undertaking ________. A) sales design B) sales force management C) group sales efforts D) co-op selling and advertising E) promotional objective

B) sales force management

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A. sales promotion B. advertising C. direct marekting D. personal selling E. public relations

B. advertising

The promotion mix is the company's primary communication activity, the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix? A. product B. competitor C. price D. place E. promotion

B. competitor

Another term for the supply chain that suggests a sense and respond view of the market is _______. A. supply and demand chain B. demand chain C. channel of distribution D. distribution channel E. physical distribution

B. demand chain

Which type of store carries a wide variety of product lines and differentiates itself through service, but has been squeezed in recent years between more focused and flexible specialty stores on the one hand and more efficient, lower priced discounters on the other? A. chain B. department C. factory outlet D. merchant wholesaler E. independents

B. department

Which of the following is the fastest growing form of direct marketing? A. ambush marketing B. digital marketing C. direct mail marketing D. kiosk marketing E. telemarketing

B. digital marketing

Which major promotion category makes use of catalogs, telephone marketing, kiosks, and the Internet? a. sales promotion b. direct marketing c. Publicity d. public relations e. Advertising

B. direct marketing

Product costs set a(n) ________ to a product's price. A) demand curve B) floor C) ceiling D) break-even cost E) experience curve

B. floor

Which of the following retailers likely require the most emphasis on sales people to assist customers? A. self service retailers B. full service retailers C. off price retailers D. limited service retailers E. mega retailers

B. full service retailers

Distribution channel decisions often involve _______ with other firms, particularly those that involve contracts or relationships with channel partners. A. short term commitments B. long term commitments C. major problems D. financial losses E. disagreements

B. long term commitments

____ pricing is the approach of setting a low initial price in order to attract a large number of buyers quickly and win a large market share A. market skimming B. market penetration C. below market D. value based E. Leader

B. market penetration

A company's channel decisions directly affect every _______. A. channel member B. marketing decision C. customers choices D. employee in the chenille E. competitors actions

B. marketing decision

specialty stores carry ______ with _____ within them. A. convenience items, mostly stapes B. narrow product lines, deep assortments C. narrow product lines, shallow assortment D. wide product lines, shallow assortment E. wide product lines, deep assortments

B. narrow product lines, deep assortments

A company sets not a single price, but rather a ________ that covers different items in its line that change over time as products move through their life cycles. A) pricing by-product B) pricing structure C) pricing loop D) pricing cycle E) pricing bundle

B. pricing structure

Companies usually develop ________ rather than single products A. product families B. product lines C. product groupings D. product brands E. product images

B. product lines

______ includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. A. franchising B. retailing C. brokering D. wholesaling E. Disintermediation

B. retailing

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________. A. direct marketing B. sales promotions C. personal selling D. public relations E. publicity

B. sales promotions

________ is the basis of all discount operations and is typically used by sellers of convenience goods. Retailers offering this level of service require customers to perform their own "locate-compare-select" process in order to save money. A) Limited-service B) Self-service C) Full-service D) Specialty-service E) Wholesaling

B. self service

________ carry narrow product lines with deep assortments within those lines. A. chain stores B. specialty stores C. convenience stores D. discount stores E. off price stores

B. specialty store

Which of the following is not a major category in a company's promotion mix? A. sales promotion B. strategic positioning C. direct marketing D. public relations E. advertising

B. strategic positioning

Intermediaries play an important role in matching_______. A. dealer with customer B. supply and demand C. product to region D. manufacturer to product. E. information and promotion

B. supply and demand

_______the manufacturer or service provider is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service. A. downstream from B. upstream from C. separated from D. congruous to E. parallel with

B. upstream from

________ involves two-way, personal communication between salespeople and individual customers, either in person, by telephone, or through Web conferences. A) Advertising B) Public relations C) Personal selling D) Telemarketing E) Integrated marketing communication

C) Personal selling

All of the following are disadvantages of the team selling approach EXCEPT ________. A) Selling teams can overwhelm customers. B) Many salespeople are unaccustomed to working with others. C) Selling teams increase costs and are time consuming. D) Individual contributions and compensations can be difficult to assess. E) Most salespeople are trained to excel in individual performance

C) Selling teams increase costs and are time consuming.

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) direct marketing C) advertising D) personal selling E) public relations

C) advertising

When the product differs greatly from those of competitors, ________. A) advertising can make customers aware of the product B) firms should advertise similarly to competitors, to remind consumers of the product C) advertising can point out the differences to consumers D) firms should advertise little as the uniqueness will not require education of consumers E) advertising can reaffirm a consumer's decision to purchase

C) advertising can point out the differences to consumers

Companies are increasingly moving away from high commission compensation plans because such plans often lead to salespeople ________. A) undermining the work of the inside sales team B) ignoring management and marketing objectives C) being too pushy and ruining customer relationships D) working multiple sales jobs to maximize their income E) spend too much time traveling between customers

C) being too pushy and ruining customer relationships

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________. A) reciprocate B) compete C) remind D) explain E) suggest

C) remind

The growing trend of using a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts is known as ________ selling. A) department B) multiple C) team D) personal E) simultaneous

C) team

To reduce time demands on their outside sales forces, many companies have increased the size of their inside sales forces, which include technical support people, sales assistants, and ________. A) retail supervisors B) sales managers C) telemarketers D) accountants E) programmers

C) telemarketers

Companies facing the challenge of setting prices for the first time can choose between two broad strategies: market-penetration pricing and ________. A) market-level pricing B) market-competitive pricing C) market-skimming pricing D) market-price lining E) market-price filling

C. Market skimming pricing

________ refers to the amount of money charged for a product or service A. experience curve B. demand curve C. price D. wage E. salary

C. Price

consumer perceptions of the product's value set the _______ for prices A. demand curve B. floor C. ceiling D. variable cost E. image

C. ceiling

From the economic system's point of view, the role of marketing intermediaries is to transform the assortment of products made by producers into the assortment of products wanted by ________. A) channel members B) distributors C) consumers D) manufacturers E) marketers

C. consumers

value based pricing is the reverse process of ______. A. variable cost pricing B. cost plus pricing C. cost based pricing D. good value pricing E. value added pricing

C. cost based pricing

Which of the following statements is true of direct marketing? A. direct marketing is also referred to as referral marketing B. Salespersons are compensated for other salespeople they recruit C. direct marketing offers sellers a low cost alternative for reaching their markets D. Direct marketing involves two or more intermediaries. E. in direct marketing, consumers earn a commission every time they buy a product

C. direct marketing offers sellers a low cost alternative for reaching their markets.

Which type of stores usually carry more specialty goods for which customers like to be "waited on" and have much higher operating costs, which are passed along to the customer? A. self service stores B. category killer stores C. full service stores D. independent stores E. specialty-service retailers

C. full service stores

most producers today sell their goods to_________ A. final users B. final users and marketing members C. intermediaries D. the government at various levels E. competitors

C. intermediaries

All of the following are benefits of online direct marketing for buyers except _______. A. access to numerous products B. access to product review C. live product demonstrations D. convenience E. privacy

C. live product demonstrations

All of the following are benefits of direct marketing for sellers except _____. A. access to small groups or individuals B. program flexibility C. mass reach and immediate returns D. low cost E. easy to personalize products

C. mass reach and immediate returns

Mass-media advertising routinely involves a company investing millions or even billions of dollars to reach tens of _______ of customers within a single ad. A. billions B. thousands C. millions D. hundreds E. tens

C. millions

Which of the following is true about online direct marketing? A. online direct marketing is also referred to as multilevel marketing B. salespersons are compensated for other salespeople they recruit C. online direct marketing allows sellers to create immediate, timely, and personal offers D. online direct marketing involves two or more intermediaries E. in online direct marketing, outside and inside sales force coordinate to provide value products to customers

C. online direct marketing allows sellers to create immediate, timely, and personal offers

Measuring ________ can be difficult. A company might conduct surveys or experiments to test this in the different products it offers. A) price elasticity B) the demand curve C) perceived value D) break-even pricing E) quantity supplied

C. perceived value

_______ is an important element in the marketing mix. It is the only element that doesn't represent costs. A. current profit maximization B. market share leadership C. price D. product quality leadership E. the target market

C. price

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A. direct marketing B. integrated marketing C. promotion mix D. competitive marketing E. target marketing

C. promotion mix

Joe Blanco, like other producers, has discovered that his intermediaries usually offer his firm more than it can achieve on its own. Which of the following is most likely an advantage that Joe creates by working with intermediaries? A. financial support B. fast service C. scale of operation D. working relationships with foreign distributers E. promotional assistance

C. scale of operation

Today's consumers do not need to rely on marketer supplied information about products and services because they can use _____ to seek out a wealth of information. A. public relations B. direct marketing C. the internet and other technologies D. mass market media E. informative advertising

C. the internet and other technologies

Accent Software faces the conditions below, all of which support Accent's use of market-penetration pricing strategy EXCEPT that _____. A) the market is highly price sensitive B) production and distribution costs will fall as sales volume increases C) the product's quality and image support a high price D) a low price would help keep out the competition E) A and C

C. the products quality and image support a high price

Which of the following is NOT a disadvantage of a product sales force structure? A) extra selling costs involved with multiple sales visits from separate divisions B) overlapping use of resources with big customers C) salespeople spending time to see the same customer's purchasing agents D) increased customer delivery time E) B and C

D) increased customer delivery time

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions. A) sales objectives B) budget C) message D) media E) advertising evaluations

D) media

Encouraging customers to switch brands is most likely the objective of ________ advertising. A) informative B) reminder C) covert D) persuasive E) institutional

D) persuasive

The advertiser must find the best approach, style, words, format, and ________ for executing the message. A) media B) cost C) visuals D) tone E) endorser

D) tone

Which of the following is NOT a factor in the changes occurring in today's marketing communications? A. mass markets have fragmented and marketers are shifting away from mass marketing B. improvements in communication technologies are changing how companies and customers communicate with each other. C. companies routinely invest millions of dollars in the mass media D. mass media no longer captures the majority of promotional budgets E. todays consumer are better informed about products and services

D. Mass media no longer captures the majority of promotional budgets

Of the following, which statement would not support a market skimming policy for a new product? A. the products quality and image support its higher price B. enough buyers want the products at that price C. competitors are not able to undercut the high price D. competitors can enter the market easily E. C and D

D. competitors can enter the market easily

Which of the following is not a typical supply chain member? A. resellers B. customers C. intermediaries D. government agencies E. raw materials supplier

D. government agencies

________ such as Sears provide more sales assistance because they carry more shopping goods about which customers need information. Their increased operating costs result in higher prices. A) Self-service retailers B) Full-service retailers C) Off-price retailers D) Limited-service retailers E) Specialty-service retailers

D. limited service retailers

Advantages of direct and digital marketing for sellers include all of the following except ______. A. low cost B. efficiency C. speed D. need for sales training E. flexibility

D. need for sales training

In recent years, _____ has/have been growing fast. This includes selling to final consumers through direct mail, catalogs, telephone, and the internet. A. specialty stores B. shopping centers C. superstores D. non store retailing E. ecommerce

D. non store retailing

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? a. sales promotion b. personal selling c. direct marketing d. public relations e. Advertising

D. public relations

________ are facing slow sales growth because of slower population growth, increased competition, and the rapid growth of out-of-home eating. A. convenience stores B. department stores C. chain stores D. supermarkets E. hypermarkets

D. supermarkets

A marketer must be familiar with the five major product mix pricing situations. Which of the following is not one of them? A. product line pricing B. optional product pricing C. captive product pricing D. unbundled product pricing E. by product pricing

D. unbundled product pricing

Which of the following is an objective of persuasive advertising? A) communicate customer value B) correct false impressions C) describe available services and support D) keep the brand in a customer's mind during off-seasons E) engage customers and create brand community

E) engage customers and create brand community

amazon.com and GEICO approach customers via website or mobile apps. This is an example of ________ marketing. A. mass B. niche C. individual D. multi level E. direct

E. direct

which of the following is a reason that a marketer would choose a penetration pricing strategy? A. to ensure the company has the ability to increase prices once demand decreases B. to focus on the rapid achievement of profit objectives C. to appeal to different consumer segments with different levels of price sensitivity D. to create markets for highly technical products E. to discourage competition from entering the market

E. to discourage competition from entering the market

With ______, price is set to match consumers' perceptions of product value A. variable cost pricing B. cost plus pricing C. cost based pricing D. value based pricing E. every day low pricing

Value based pricing

Producers benefit from using intermediaries because they ________. A. offer greater efficiency in making goods available to target markets B. bring a fresh point of view to strategy development C. eliminate risk D. are generally backlogged with orders E. refuse to store products for longer than a few days

a. offer greater efficiency in making goods available to target markets