Marketing Final (9-14)
________ is obtaining commitment from the customer to make the purchase.
Closing the sale
________, one of the seven dimensions used by researchers to define a website interface, is a site's ability to enable transactions.
Commerce
________ is the interactive channel that allows companies to interact with customers in three key ways.
Communication
___________ refers to the various ways a site enables user-to-user communications.
Community
________ advertising is one of the three principal types of product advertising.
Competitive
________, one of the seven dimensions used by researchers to define a website interface, refers to the overall layout, design, and aesthetic appeal of a site.
Context
Your financial services firm president has just been arrested and you have a huge PR issue. ________ is your best PR option.
Crisis management
________ is an example of a nontechnology communication selling activity.
Enhancing language and overall communication skills
___________ was originally started as a site for college students to connect with each other.
________ is the last stage of the personal selling process.
Following up with customers
________ measures the average number of times a person in a target market is exposed to the message.
Frequency
________ warranties are generally open to customers returning the product for a broad range of reasons beyond specific product performance problems.
General
________ is one of the three distinct advantages of personal selling.
Immediate feedback
________ refers to sourcing materials and knowledge inputs from external suppliers to the point at which production begins.
Inbound logistics
________ is a technology-driven relationship between companies and customers.
Interactive marketing
________ is the application of marketing concepts and strategies inside an organization.
Internal marketing
________ is the amount of price increase that can be taken without affecting customer demand.
Just noticeable difference (JND)
________ are those who are responsible for managing large accounts and are skilled in developing complex solutions to a particular customer problem.
Key account salespeople
________ power results from contracts such as franchise agreements or other formal agreements.
Legitimate
Cho was in need of a new job after being laid off. Her friend suggested she put her resume on __________, a social media site geared toward working professionals and companies who use it for recruiting.
________ is a distinct advantage that personal selling offers over other marketing communications methods.
Personal relationship with a customer
________ involves one-to-one personal communication with a customer.
Personal selling
________ is a two-way communication process between buyer and seller with the goal of securing, building, and maintaining long-term relationships with profitable customers.
Personal selling
________ is one of the four factors used when deciding whether to use independent sales people.
Transaction cost
Which of the following questions should NOT be asked when qualifying a prospect?
Will the sale be enough to make quota?
If a seller requires an intermediary to purchase a supplementary product to qualify to purchase the primary product the intermediary wishes to buy, it results in ________.
a tying contract
The behavioral step of AIDA is ________.
action
Veronica shopped for days before she found the perfect shoe for her wedding, and she bought it in two sizes, just to be safe. When Veronica made her purchase, she was in which stage of the AIDA model?
action
With brand ________, customers develop a number of emotional, performance, and psychological connections with a brand.
association
At the ________ stage of the AIDA model, marketing managers mostly use promotions to gain awareness of the offering with the market's innovators and early adopters.
attention
The cognitive step of the AIDA model is ________.
attention
What is NOT included in the AIDA acronym?
attitude
Which of the following is NOT part of the AIDA model?
attitude
When a seller advertises an item at an unbelievably low price to lure customers into a store, and then doesn't sell the advertised item and instead pushes a similar item with a much higher price and higher margin, the seller is participating in the illegal practice of ________.
bait and switch
A(n) ________ is defined by the American Marketing Association as "a name, term, design, symbol, or any other feature that identifies one seller's goods or services as distinct from those of other sellers."
brand
KFC is very protective of its "Seven Herbs and Spices" recipe, which, in the view of the company, gives it a significant competitive advantage over other restaurants, and will use any legal resource available to protect its patented formula. Which dimension of brand equity does this example illustrate?
brand assets
The most basic form of brand equity is ________.
brand awareness
ABC Automobile Manufacturers is the leading brand in economy cars with respect to gas mileage. If ABC wanted to start making hybrid vehicles under the same brand name, the company would likely be successful because of its previous product offerings. This is an example of linking the ________ benefit of brand equity to marketing strategy.
brand connections
Gerry always purchases clothing made by S&G Clothing. He tells others about how much he likes their clothes and the high levels of quality maintained by S&G. When a shirt he purchased turned out to be defective, instead of switching to another clothing company, he gave S&G a chance to fix the problem and still shops there. Which dimension of brand equity does Gerry demonstrate?
brand loyalty
One of five principal goals for a sales presentation is to ________.
build product interest
You are in the market for a new gym membership. You find a gym that allows you 24-hour access, high-quality machines, and personal trainers—everything you were looking for. Gym membership is a monthly payment of $30 for the course of your contract; a personal trainer is an additional $20 a month. The pricing strategy the gym uses is ________ pricing.
captive
A company can use its brand to expand into new product types. This is known as a ________.
category extension
When two or more brands are reviewed against each other on certain attributes, it is considered ________ advertising.
comparative
When it comes to social media communication, organizations can do all of the following EXCEPT ________ it.
control
Michael Porter has consistently advocated that firms that are able to compete based on some extraordinary efficiency in one or more internal processes bring to the market a competitive advantage based on ________.
cost leadership
The development of promotional strategies most likely involves decisions about ________.
elements in the promotion mix
What is the final element the marketing manager should implement in promotional strategy?
establish measures of results
The marketing manager for DRNK Spirits decided that all of the products his company produced would carry the same brand name of Nightlife. As a result, there is Nightlife Ale, Nightlife Lager, Nightlife Vodka, Nightlife Tequila, and Nightlife Whiskey. This is an example of ________ branding.
family
A ________ is the highest-potential start-up and growth mechanism for small-business owners, and it is an effective way to expand a distribution channel quickly and efficiently.
franchise operation
An example of a contractual vertical marketing system is ________.
franchising
What is one of the three core functions of public relations that are most closely aligned with the role of a marketing manager?
gaining product publicity and buzz
The warranty on a bottle of store brand pain relievers says that consumers may return this product if they are dissatisfied with it for any reason. This is an example of a(n) ________ warranty.
general
The simplest method of sales force organization is ________.
geographic orientation
The first step a manager should take in the promotion strategy process is to ________.
identify targets for promotion
The goal of ________ advertising is to promote an industry, company, family of brands, or some other issues broader than a specific product.
institutional
The affective steps of AIDA are ________.
interest and desire
To ensure that inventories of both raw materials and finished goods are sufficient to meet customer demand without undue delay, firms utilize sophisticated ________.
just-in-time (JIT) inventory control systems
Hazardous materials such as cleaning products, pesticides, and many other items require 14 different pieces of information be included on the label. This is an example of the ________ requirements of labeling.
legal
Offering other manufacturers the right to use the brand in exchange for a set fee or percentage of sales is known as ________.
licensing
The integrated process of moving input materials to the producer, in-process inventory through the firm, and finished goods out of the firm through the channel of distribution is called ________.
logistics
A recent study found that about 70 percent of Americans consult either a user review site or an independent review site before ___________.
making a purchase
Which of the following activities best describes a salesperson's job?
manage information
The manager of NRG Beverage Company is revamping a product's label to carry a better product image to help the consumer recognize it quickly. He is focusing on the ________ requirements of labeling.
marketing
In addition to the company's primary website, many companies create smaller, more focused sites that deal with specific topics such as new product introductions or targeted products within a large product portfolio known as ________.
microsites
Jin Soo joins a company as a salesperson. The company offers him flexible work schedules and telecommuting options. Which of the following factors of salesperson performance is most likely exemplified in this scenario?
motivation
RB Soaps, the market leader in body wash, sells its products in every state under the same brand. This is an example of ________ branding.
national
A virtual organization is otherwise known as a ________ organization.
network
What is an example of measured media?
newspaper
A company's brand role includes ________.
offering an effective and efficient methodology for categorizing products
Because Sony has so many different product offerings in various types of electronics, management has found that it is helpful to use brands to keep track of products in each type. Thus, it has different brand names for its televisions, DVD players, and portable music players. Which company brand role does this example illustrate?
offering an effective and efficient methodology for categorizing products
Which advertising media offers the advantage of interactive capabilities?
online and social media
Using independent salespeople is an example of sales force ________.
outsourcing
Using independent sales agents is referred to as ________.
outsourcing the sales force
Mallory decided that the company should promote the product through its own website, as well as, the company's social media sites. By making this decision, Mallory was saying the company should rely on _____ media.
owned
The goal of ________ is to share resources, especially knowledge-based resources, to effect optimally profitable relationships between two channel members.
partner relationship management (PRM) strategies
A push strategy usually relies on a combination of sales promotion and ________ directed toward channel members.
personal selling
A strategy of ________ addresses the objective of entering a market at a relatively high price point.
price skimming
Which of the following is NOT a part of the promotion mix?
pricing
The vast majority of advertising is ________ advertising.
product
CNET, Urbanspoon, and Consumersearch are examples of ___________.
product and service review sites
After months of in-home research, Kraft discovered that its customers often transferred Chips Ahoy cookies to jars to keep them from going stale. The company solved this problem by creating a patented resealable opening on the top of the bag. This is an example of the ________ objective of package design.
protection
Creating a perception about price merely from the image the numbers provide the customer demonstrates ________ pricing.
psychological
Gaining a potential customer's attention requires investment in mass appeal forms of promotion, most notably advertising and ________.
public relations
A manufacturer employing a(n) ________ strategy focuses much of its promotional investment on the end-user consumer.
pull
Hiroko was shopping for a new computer. She visited HP's website and looked at all the laptops, then she visited Dell's website to look at its laptops. Later, she saw an ad for HP laptops in the banner of an unrelated website, and she went back to the HP website and ordered the laptop that was advertised. The ad that convinced Hiroko to go back to the HP website demonstrates ________.
retargeting
Besides the standard auction approach where buyers bid for a seller's offering, it is now very common for sellers to utilize ________ to bid prices to capture a buyer's business.
reverse auctions
The delivery of information relevant to meet the customer's needs is called a ________.
sales presentation
Which promotion mix element stimulates purchase directly through an incentive to buy, such as a coupon or rebate?
sales promotion
The individual's learned proficiency at performing necessary sales tasks is called ________.
sales skill level
To encourage the ultimate purchase, marketers often rely on ________ to close the sale.
salespeople
Elba's new blouse had a label that said it was guaranteed not to shrink or fade as long as it was dry cleaned and not hand-washed. This is an example of a ________ warranty.
specific
Warranties that offer explicit product performance promises related to components of the product are known as ________ warranties.
specific
The decision to use independent agents or a company sales is determined based on ________.
strategic flexibility
Chris and his best friend Jason have just opened a specialty beer bar in Phoenix, Arizona. They know the bottom-line profit they want to turn their first month, so they set prices accordingly. Chris and Jason are using ________.
target return on investment (ROI)
Pricing objectives very frequently are designed to maximize profit, which necessitates a ________ pricing strategy.
target return on investment (ROI)
Which capability of promotion is used to let customers know about new products or brands offered by a firm?
to inform
Firms that have an objective of utilizing pricing to communicate positioning use a ________ strategy.
value pricing
The immediacy and personalization of social networks and, more broadly, the web itself set up the environment for ________.
viral marketing
Customers can quickly and easily become bored with any given advertising campaign, a concept referred to as advertising ________.
wearout
M-commerce refers to purchases made ________.
with a mobile device
