Marketing Final

) According to Kurtz/lecture, business-to-consumer (B2C) e-marketing sells directly to consumers over the Internet whereas business-to-business (B2B) e-marketing refers to the use of the Internet for business transactions between organizations. a) TRUE b) FALSE

true

) According to Kurtz/lecture, e-procurement refers to the use of the Internet for business transactions between organizations while EDI (electronic data interchange) refers more specifically to the use of the Internet by organizations to solicit bids and purchase goods and services from suppliers. a) TRUE b) FALSE

true

) According to Kurtz/lecture, marketing research is a process of collecting and using information for marketing decision making. a) TRUE b) FALSE

true

) According to lecture/Kurtz, channel conflicts are conflicts between manufacturers, wholesalers, and retailers. a) TRUE b) FALSE

true

26) According to Kurtz/lecture, services are intangible products that satisfy the needs of consumers while goods are tangible products customers can see, hear, smell, taste, and touch. a) TRUE b) FALSE

true

28) According to Kurtz/lecture, the marketing mix is the blending of the four strategy elements— product, distribution, promotion, and price—to fit the needs and preferences of a specific target market. a) TRUE b) FALSE

true

29) According to Kurtz/lecture, distribution entails the movement of goods and services from producers to consumers. a) TRUE b) FALSE

true

32) According to Kurtz/lecture, a wholesaler is a channel intermediary that takes title to the goods it handles and then distributes these goods to retailers, other distributors, or business or B2B customers. a) TRUE b) FALSE

true

33) According to Kurtz/lecture, sponsorship is a relationship in which an organization provides funds or in-kind resources to an event or activity in exchange for a direct association with that event or activity. a) TRUE b) FALSE

true

35) According to Kurtz/lecture, trade promotion is a sales promotion that appeals to marketing intermediaries rather than consumers. a) TRUE b) FALSE

true

36) According to Kurtz/lecture, consumer online vulnerability can occur when users do not have full disclosure concerning the use of cookies or when firms employ puffery and deception to exaggerate the superiority of a given product. a) TRUE b) FALSE

true

38) According to Kurtz/lecture, regulatory cost recovery fees are ways that some industries (like telecoms and Internet service providers) increase prices to accommodate government regulations and/or generate additional revenue without having to inflate prices through taxation. a) TRUE b) FALSE

true

39) According to Kurtz/lecture, the promotional mix works like a subset of the marketing mix. a) TRUE b) FALSE

true

40) According to lecture/Kurtz/Galloway, although Google is a free service for users of the search engine, Google/Alphabet makes it money on a hidden revenue generator through bidding on its AdWords. a) TRUE b) FALSE

true

42) According to Kurtz/lecture/Galloway, there is a large gap between the reported effective tax rate of each of the GAFA firms and their tax rates paid in cash per year. a) TRUE b) FALSE

true

43) According to Galloway, the success of Amazon has come at the cost of the consumer package goods brand industry (CPG) since voice search is typically brand-less and e-commerce generally erodes brand loyalty. a) TRUE b) FALSE

true

44) According to Galloway, Facebook's acquisition of Instagram was a brilliant move in terms of enhancing Instagram's Power Index—that is, the calculation of the number of people a platform reaches times their level of engagement. a) TRUE b) FALSE

true

46) According to Galloway, the Steve Jobs analogy to Jesus includes our cult-like worship of Apple products (especially the I-phone) and the dismissal of his many moral and personal faults due to his rare mix of entrepreneurial genius and artisanship. a) TRUE b) FALSE

true

48) According to Galloway, Facebook's sentiment analysis allows it to track whether or not users are in a relationship, assess what their levels of happiness are when in and out of relationships, track how much their usage of Facebook decreases when in a relationship, and categorize positive and negative feelings based on posted photos and words. a) TRUE b) FALSE

true

According to Galloway/lecture on his assessment of Tesla and Uber as potential Fifth Horseman, Tesla's major obstacle is global reach while Uber struggles with likeability. a) TRUE b) FALSE

true

According to Galloway/lecture on his chapter "Business and the Body," luxury brands work best by 'frustrating the brain and making the heart jealous,' thus preying directly upon our irrational desires. a) TRUE b) FALSE

true

According to Galloway/lecture, one of the contributing factors to Microsoft's growth as a potential Fifth Horseman is LinkedIn as 'the professional counterpart to Facebook.' And, when comparing the two, he notes that Facebook gets its revenue from a single source—advertising—whereas LinkedIn boasts three distinct revenue streams: advertising, recruiter fees for access to candidates, and premium subscriptions for job hunters. a) TRUE b) FALSE

true

According to Galloway/lecture, the digital marketing dominance of big tech firms like Google and Facebook have led to polarizing algorithms. These (he thinks) tend to steer most American news consumption into divisive echo chambers, decrease the advertising base of traditional media outlets, and explicitly lie about not sharing data across information silos. a) TRUE b) FALSE

true

According to Kurtz, an electronic shopping cart is a file that holds the items the online shopper has chosen to buy. a) TRUE b) FALSE

true

According to Kurtz, cognitive dissonance is a form of post-purchase anxiety when imbalance occurs among knowledge, beliefs, and attitudes after a purchase act or decision. Cognitive dissonance is likely to increase as the dollar value of a purchase increases, since the purchase decision has a greater effect on the buyer, and since rejected alternatives are more likely to have desirable features that the chosen alternatives do not provide. a) TRUE b) FALSE

true

According to Kurtz, opinion leaders are trendsetters who purchase new products before others in a group and then influence others in their purchases. a) TRUE b) FALSE

true

According to Kurtz/lecture, Lewin's equation B = f(P, E) as reapplied to consumer behavior in the form B = f(I,P) shifts from just personal (P) and environmental forces (E) to how personal (P) and interpersonal (I) factors influence purchase decisions. a) TRUE b) FALSE

true

According to Kurtz/lecture, Parlin's marketing research proved the Campbell Soup Company wrong. By counting soup cans in the garbage, his research found that working-class families bought more canned soup than wealthy households since the wealthy often had servants to cook for them. a) TRUE b) FALSE

true

According to Kurtz/lecture, e-business (electronic business) refers to conducting online transactions with customers by collecting and analyzing business information, carrying out the exchanges, and maintaining online relationships with customers. a) TRUE b) FALSE

true

According to Kurtz/lecture, limited-service research providers tend to specialize in performing data processing while full-service research providers offer all aspects of the marketing research process. a) TRUE b) FALSE

true

According to Kurtz/lecture, syndicated service organizations provide standardized data on a periodic basis to subscribers. a) TRUE b) FALSE

true

According to Kurtz/lecture, the purpose of a corporate website is to increase a firm's visibility, promote offerings, and provide information while the main purpose of a marketing website is to increase purchases by visitors. a) TRUE b) FALSE

true

According to Kurtz/lecture, with the growing threats to the safety of online payment as a challenge to e-business and e-marketing, encryption can help protect sensitive information through the process of encoding data for security purposes. a) TRUE b) FALSE

true

) According to Kurtz/lecture, trend analysis is a qualitative forecasting technique while exponential smoothing is a quantitative forecasting technique. a) TRUE b) FALSE

false

27) According to Kurtz/lecture, homeshoring brings firms, services, and industries back home to the United States. a) TRUE b) FALSE

false

30) According to Kurtz/lecture, franchises are a rapidly declining industry that can never be classified as a vertical marketing system. a) TRUE b) FALSE

false

31) According to Kurtz/lecture, in contrast to third-party (contract) logistic firms that are software systems that consolidate data from among a firm's various business units, an ERP (enterprise resource planning) system is a company that specializes in handling logistics activities for other firms. a) TRUE b) FALSE

false

34) According to Kurtz/lecture, a product is a bundle of physical and service attributes (but never symbolic attributes) designed to satisfy a customer's wants and needs a) TRUE b) FALSE

false

37) According to Kurtz/lecture on evaluating the effectiveness of interactive promotional media, impressions measure when a user clicks an ad to get more information. a) TRUE b) FALSE

false

41) According to Kurtz/lecture/Galloway, Fulfillment by Amazon (FBA) will—in the long run—hurt the economic growth of Amazon partners in China. a) TRUE b) FALSE

false

45) According to Galloway, Tim Cook was strategically chosen as the successor to Steve Jobs since Cook was such a creative visionary too. a) TRUE b) FALSE

false

47) According to Galloway, Amazon robotics will greatly contribute to the growth of American manufacturing jobs that are so crucial for the ongoing health and vitality of the American economy. a) TRUE b) FALSE

false

49) According to Galloway, while the enduring success of Google is tied to its unrivaled status as a luxury brand, the key to the ongoing success of Apple would be its emergence as something akin to a public utility. a) TRUE b) FALSE

false

50) According to Galloway, he finds absolutely no evidence to back the widespread claim that Cambridge Analytica influenced the 2016 US presidential elections and the UK Brexit vote. In other words, he finds it silly to blame Facebook for contributing to and profiting from political polarization in the US and abroad. a) TRUE b) FALSE

false

According to Galloway/lecture, The Four have been most successful through their first mover advantages. a) TRUE b) FALSE

false

According to Galloway/lecture, the dominance of Google and Amazon in digital markets is, in general, very good for the consumer package goods (CPG) brand industry. a) TRUE b) FALSE

false

According to Galloway/lecture, while The Four have engaged in some morally objectionable acts, at least they have never stolen intellectual property. a) TRUE b) FALSE

false

According to Kurtz/lecture, MDSSs (marketing decision support systems) are designed to provide managers with a continuous flow of information relevant to their areas of responsibility while MISs (marketing information services) tend to link decision-makers with relevant databases and tools of analysis. a) TRUE b) FALSE

false

According to Kurtz/lecture, e-marketing and e-business have become so technologically sophisticated that electronic storefronts no longer need websites. a) TRUE b) FALSE

false

According to Kurtz/lecture, high-involvement purchasing decisions pose little risk to the consumer while low-involvement purchasing decisions entail greater levels of potentially harmful social or economic consequences. a) TRUE b) FALSE

false

) According to Galloway/lecture, all of the following are true of his assessments of the following major firms as potential Fifth Horsemen EXCEPT: a) Airbnb excels through its high degree of vertical integration b) Late tech adapters (no cell phone and/or no wifi) as their general consumer base prove to be an enduring weakness of Walmart in a data driven age c) Telcos enjoy the distinct advantage of owning the pipes upon which the world's data travels d) The #DeleteUber movement shows that likeability remains one of the biggest challenges for such a firm that has simultaneously faced both a lot of disruptive growth and a lot of public scrutiny

a) Airbnb excels through its high degree of vertical integration

According to Kurtz/lecture, all of the following are true of uses of computer technology in marketing research EXCEPT: a) Business intelligence is the process of gathering information and analyzing it to improve daily operations but never for short or long strategy and tactics b) Competitive business intelligence focuses on finding information about competitors c) Data mining is the process of searching through computerized data files to detect patterns d) Information and decision support systems help in attaining and applying information that supports marketing decisions

a) Business intelligence is the process of gathering information and analyzing it to improve daily operations but never for short or long strategy and tactics

According to Kurtz/lecture, all of the following are true of crucial challenges in the domain of e-marketing EXCEPT: a) Channel conflict must be avoided—especially when different marketing websites, commercials, and campaigns keep replaying the same ads over and over b) E-pay security must guarantee customers that their credit and debit card data remain secure from online theft c) Fraud must be prevented to avoid cases whereby someone sells fake products or steals the identity of another d) Privacy rights must protect the demographic and psychological data collected by companies, such as health and legal records

a) Channel conflict must be avoided—especially when different marketing websites, commercials, and campaigns keep replaying the same ads over and over

According to Kurtz/lecture on variables of service, all of the following are true EXCEPT: a) Empathy as the emotional maturity of the consumer to understand the various needs of the service providers b) Reliability as consistency of performance c) Responsiveness as readiness to serve d) Assurances as the confidence communicated by the service provider

a) Empathy as the emotional maturity of the consumer to understand the various needs of the service providers

According to Kurtz/lecture, all of the following are true of public relations EXCEPT: a) Marketing public relations (MPR) as a company's organizational messages about general management issues b) Publicity as the aspect of public relations most directly related to promoting a firm's products c) Cross-promotion as the promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs d) Negative publicity as the potential public damage done to a firm for promoting unsafe products, covering up problems, or ignoring known product deficiencies

a) Marketing public relations (MPR) as a company's organizational messages about general management issues

According to lecture/Kurtz, all of the following are true of the promotional mix EXCEPT: a) Personal selling as promotion that includes advertising, product placement, sales promotion, direct marketing, public relations, and guerrilla marketing—all conducted without being face-to-face with the buyer b) Product placement as a form or promotion in which a marketer pays a motion picture or television program owner a fee to display a product prominently in the film or show c) Direct marketing as direct communication, other than personal sales contacts, between buyer and seller, designed to generate sales, information requests, or store or website visits d) Guerrilla marketing as unconventional, innovative, and low-cost marketing techniques designed to get consumers' attention in unusual ways

a) Personal selling as promotion that includes advertising, product placement, sales promotion, direct marketing, public relations, and guerrilla marketing—all conducted without being face-to-face with the buyer

According to Kurtz/lecture, all of the following are true of integrated marketing communication EXCEPT: a) Promotion as the elevation of the most adaptable salespersons with skill sets evolved from a brick and mortar training to a more high-paying and more useful mastery of e-commerce communications, marketing, and selling b) IMC (Integrated Marketing Communications) as the coordination of all promotion activities to produce a unified, customer-focused promotional message c) IMC databases that use online marketing data to identify, communicate, and target important characteristics of each prospective consumer d) Teamwork/networking whereby everyone involved in every aspect of promotion presents a consistent, coordinated effort at every point of customer contact

a) Promotion as the elevation of the most adaptable salespersons with skill sets evolved from a brick and mortar training to a more high-paying and more useful mastery of e-commerce communications, marketing, and selling

According to Kurtz/lecture, all of the following are true of motivations behind the development of a product line EXCEPT: a) The increasingly common practice of firms to focus on only one product and do that one thing extremely well b) The desire to grow as best met by concentrating on expanding a series of related products c) Enhancing market position with a line of related products in order to increase its importance to both consumers and marketing intermediaries d) Optimizing its use of company resources by spreading its operations over a series of products

a) The increasingly common practice of firms to focus on only one product and do that one thing extremely well

According to Kurtz/lecture, all of the following are true of the last three steps of the consumer decision process EXCEPT: a) The purchase act that he thinks has very little to do with price, warranty, or delivery options and a lot to do with status and prestige b) The purchase decision whereby the alternatives narrow down to one c) The post-purchase evaluation whereby the buyer feels satisfaction or dissatisfaction with the purchase d) The post-purchase evaluation whereby customers feel satisfied if purchases meet or exceed expectations

a) The purchase act that he thinks has very little to do with price, warranty, or delivery options and a lot to do with status and prestige

According to Kurtz, all of the following are true of his description of quality as a product strategy EXCEPT: a) The service encounter, as the point at which the customer and service provider interact, has been proven to have little to no impact on customers' decisions to return for service or not b) Total quality management (TQM) as the continuous effort to improve products and work processes with the goal of achieving customer satisfaction and world- class performance c) Benchmarking as the method of measuring quality by comparing performance against industry leaders d) ISO 9001: 2008 as the standards developed by the International Organization for Standardization in Switzerland to ensure consistent quality management and quality assurance for goods and services throughout the European Union

a) The service encounter, as the point at which the customer and service provider interact, has been proven to have little to no impact on customers' decisions to return for service or not

According to Kurtz/lecture, all of the following are true of terms associated with pricing and profitability objectives EXCEPT: a) The technological environment allows e-marketers to take longer in analyzing, strategizing, and then responding to competitive pricing strategies b) Marginal analysis as the method of analyzing the relationship among costs, sales price, and increased sales volume c) Profit maximization ensuing as the point where additional revenue gained by increasing the price of a product equals the increase in total costs d) The target return as achieving short or long-run pricing objectives to meet a specified return on either sales or investments

a) The technological environment allows e-marketers to take longer in analyzing, strategizing, and then responding to competitive pricing strategies

According to Galloway, all of the following are true of his arguments in chapter five concerning the analogy he draws between Google and God EXCEPT: a) There is a strong correlation between increase in Internet usage and increase in overall belief in God b) The average consumer puts more trust into Google—through their search histories, trust in search outcomes, and passing of secrets—than what they are willing to confide to their closest, most loved relationships c) Google, as the God of information, has displaced the former role that the New York Times played in media d) Google is omniscient (all-knowing) like God as it continues to gather knowledge from the billions of searches sent through it each day

a) There is a strong correlation between increase in Internet usage and increase in overall belief in God

According to Kurtz/lecture, all of the following are true of key terms tied to major challenges to e-marketing—such as privacy, fraud, and scamming—EXCEPT: a) electronic signature as the unique data trail each person leaves over many years b) firewall as an electronic barrier between a company's internal network and the Internet that limits access into and out of the network c) phishing as a high-tech scam that uses authentic looking email or pop-up messages to get unsuspecting victims to reveal personal information d) vishing as scams that collect personal information through voice response systems

a) electronic signature as the unique data trail each person leaves over many years

According to Galloway, the most important factor in Apple securing its status as a luxury brand was: a) the Apple Store b) the Macintosh computer c) the I-phone d) The I-pad and I-phone tandem

a) the Apple Store

According to Kurtz/lecture, all of the following are true of the AIDA concept for communicating promotional messaging EXCEPT: a) Gaining potential consumers' attention b) Arousing interest in goods but not services (since tangible goods typically generate higher profitability) c) Stimulating desire by convincing a potential buyer of the product's ability to satisfy their needs d) Producing action in the form of a purchase or at least a more favorable attitude that might lead to a future purchase

b) Arousing interest in goods but not services (since tangible goods typically generate higher profitability)

All of the following are true of Galloway/lecture on his analysis of three eras of the use of targeted marketing to customers EXCEPT: a) Behavioral targeting predicts future purchases by tracking current activities b) Behavioral targeting proves to be a failure with social targeting as a success—specifically in our age of technologically-driven consumption c) Demographic targeting tends to be based on age, gender, address, race/ethnicity d) Social targeting occurs when, for example, Facebook tries to convince advertisers that two people, regardless of demographics, that 'like' the same brand on Facebook are similar and should be targeted by those advertisers

b) Behavioral targeting proves to be a failure with social targeting as a success—specifically in our age of technologically-driven consumption

According to Kurtz/lecture, all of the following are true of the first three steps of the market research process EXCEPT: a) Conducting exploratory research helps by discussing a marketing problem with informed sources both within and outside the firm b) Conducting good exploratory research ought never to involve examining information from secondary sources c) Defining the problem clearly will likely increase the speed and accuracy of the research process d) Formulate a hypothesis as your tentative explanation for a specific event guides further research inquiry

b) Conducting good exploratory research ought never to involve examining information from secondary sources

According to Kurtz/lecture, all of the following are true of terms associated with developing and with assessing the effectiveness of a web site EXCEPT: a) Click-through rate represents the percentage of people presented with a banner ad who click on it b) Conversion rate represents the percentage of visitors to a website who make at least a second visit c) Engagement refers to the amount of time users spend on sites d) Search marketing entails paying search engines, such as Google, a fee to make sure the company's listing appear towards the top of the search results

b) Conversion rate represents the percentage of visitors to a website who make at least a second visit

According to Galloway/lecture, all of the following are true of his remarks on Amazon EXCEPT: a) Prime squared stands for the ultimate zero click consumer convenience in combining personalized voice search (Echo/Alexa) with AmazonGo as the cashier-less purchase experience b) In general, what is good for Amazon is good for society since Amazon benefits so many people with its low price products and incredible convenience c) Amazon's overall strategy includes the unique and unprecedented strategy of high growth, low profits, and low corporate taxes d) Amazon's acquisition of Whole Foods served as a helpful brick and mortar link in Amazon's supply chain, gave it immediate access to affluent urban consumers, and escalated Amazon's ongoing competition with Wal-Mart— particular in the domain of groceries

b) In general, what is good for Amazon is good for society since Amazon benefits so many people with its low price products and incredible convenience

According to Kurtz/lecture, all of the following are true of the last 3 personal determinants of consumer behavior—3) Attitudes, 4) Learning, and 5) Self-Concept—EXCEPT: a) Attitudes comprise persons' favorable or unfavorable evaluations, emotions, and action tendencies toward some object or idea b) Learning is a knowledge or skill acquired as a result of experience, even though experience rarely changes consumer behavior patterns c) Self-concept theory comprises a person's multifaceted picture of himself or herself d) Shaping is the process of applying a series of rewards and reinforcements to permit more complex behavior to evolve

b) Learning is a knowledge or skill acquired as a result of experience, even though experience rarely changes consumer behavior patterns

According to Kurtz/lecture, all of the following are true of quantitative forecasting techniques EXCEPT: a) Exponential smoothing assigns weight to historical sales data by giving the greatest weight to the most recent data b) One advantage of test markets is the communication of marketing plans to competitors before a firm introduces a product to the total market c) Test markets try to gauge consumer responses to a new product under actual marketplace conditions d) Trend analysis develops forecasts for future sales by analyzing the historical relationship between sales and time

b) One advantage of test markets is the communication of marketing plans to competitors before a firm introduces a product to the total market

According to Kurtz/lecture, all of the following are true of the first three steps of the consumer decision process EXCEPT: a) Evaluative criteria as the features a consumer considers in choosing among alternatives b) Problem/opportunity recognition whereby the consumer becomes aware of a perfect balance between the existing situation and the desired situation c) Search in order to identify different ways to solve the problem of attaining a desired state d) Search as also identifying the evoked set of the number of alternatives that consumers actually consider in making a purchase decision

b) Problem/opportunity recognition whereby the consumer becomes aware of a perfect balance between the existing situation and the desired situation

) According to Kurtz/lecture, all of the following are true of qualitative sales forecasting techniques EXCEPT: a) Jury of executive opinion assesses the sales expectations of various executives b) Sales force composite is based upon the combined sales estimates and surveys derived from highly informed groups of consumers c) Survey of buyer intentions samples opinions among groups of present and potential customers concerning their purchasing plans d) The Delphi technique gathers and redistributes several rounds of anonymous forecasts until the participants reach consensus

b) Sales force composite is based upon the combined sales estimates and surveys derived from highly informed groups of consumers

According to Kurtz/lecture, all of the following are true of his general views on price EXCEPT: a) Price is the exchange value of a good or service b) Prices can be dynamic and difficult to set as they shift in response to a number of variables c) Price always denotes money d) One of the fist questions shoppers typically ask is "How much does that cost?"

c) Price always denotes money

According to Kurtz/lecture, all of the following are true of channel strategy decisions EXCEPT: a) Intensive distribution as the distribution of a product through all available channels b) Selective distribution as the distribution of a product through a single wholesaler or retailer in a specific geographic region c) Tying agreement as an arrangement that requires a marketing intermediary to carry items other than those they want to sell d) Closed sale territory as an exclusive geographic selling region of a distributor

b) Selective distribution as the distribution of a product through a single wholesaler or retailer in a specific geographic region

According to Kurtz/lecture, all of the following are true of the stages of the product lifecycle EXCEPT: a) The introductory stage whereby a firm works to stimulate sales of a new market entry b) The growth stage whereby a firm realizes the potential of a product but it is not yet profitable c) The maturity stage whereby industry sales level out d) The decline stage whereby a decline in total industry sales occurs

b) The growth stage whereby a firm realizes the potential of a product but it is not yet profitable

According to Kurtz/lecture, all of the following are true of vertical marketing systems EXCEPT: a) vertical marketing system (VMS) as a planned channel system designed to improve distribution efficiency and cost-effectiveness by integrating various functions through the distribution chain b) forward integration as the process through which a manufacturer attempts to gain greater control over inputs in its production process, such as raw materials c) corporate marketing system as a VMS in which a single owner operates the entire marketing channel d) contractual marketing system as a VMS that coordinates channel activities through formal agreements among participants

b) forward integration as the process through which a manufacturer attempts to gain greater control over inputs in its production process, such as raw materials

According to Galloway/lecture, all of the following are true of his body analogy for The Four except: a) Appealing to the heart has become increasingly difficult for consumer-packaged goods (CPG) which were built on the heart-to-purchase relationship b) Amazon serves as a link between our brain and our acquisitive fingers, appealing to our basic instinct to acquire more stuff c) Appealing to our erotic desires has become increasingly difficult, especially for luxury brands d) Google appeals to our brain by scaling up our long-term memory to an almost infinite degree

c) Appealing to our erotic desires has become increasingly difficult, especially for luxury brands

All of the following are true of Kurtz/lecture on the types of marketing channels EXCEPT: a) Direct channel as a marketing channel that moves goods directly from a producer to the business purchaser or ultimate user b) Intermediate marketing channels are typically used when producers find more efficient, less expensive, and less time-consuming alternatives to direct channels c) Dual distribution as a network that moves products to a firm's target market through only one marketing channel d) Reverse channel as a channel designed to return goods to their producers

c) Dual distribution as a network that moves products to a firm's target market through only one marketing channel

According to Galloway, all of the following are true of Galloway's analysis of the duopoly enjoyed by Facebook and Google over today's media EXCEPT: a) Facebook and Google have shown a recent tendency to deny the typical social responsibilities that come with generating, providing, and distributing news media content b) Together Facebook and Google control the majority of the media market c) Facebook and Google are more accurately characterized as neutral platforms rather than media content providers 5 d) Without the huge increases in revenue and media offerings gained by Facebook and Google, ALL media revenues and offerings (both digital and non-digital) would be in decline

c) Facebook and Google are more accurately characterized as neutral platforms rather than media content providers

) All of the following are true of Galloway/lecture on the application of the last four factors driving the T-Algorithm EXCEPT: a) AI (artificial intelligence) with access to and the ability to use data with tech that can learn from human input and be fed into algorithms that pursue mathematical optimization b) Accelerant to one's career as a crucial perception to be held by job candidates to a successful firm c) Geography since near limitless communication and faster transportation no longer makes it necessary for multi-billion-dollar firms to be near world-class technical or engineering universities d) Vertical integration through the ability to maintain full control over product distribution—a rare characteristic that each of the Four are able to do so well

c) Geography since near limitless communication and faster transportation no longer makes it necessary for multi-billion-dollar firms to be near world-class technical or engineering universities

According to Kurtz/lecture, all of the following are true uses of key terms describing forms of contemporary digital e-marketing EXCEPT: a) Digital personalization allows firms to remember consumers' recent purchases and notify them when favorite products may be discontinued and/or new and related products launched b) Integrated marketing allows for a unified and coordinated promotional message with a customer focus c) Interactive marketing allows communication between otherwise competing buyers so they can communicate with one another, share competitive insights, and save money d) Right-time marketing makes it possible for sellers to provide a product at the exact time needed

c) Interactive marketing allows communication between otherwise competing buyers so they can communicate with one another, share competitive insights, and save money

According to Kurtz/lecture, all of the following are true of promotional mix effectiveness EXCEPT: a) CPM as the characteristic manner promotional prices are set whereby advertisers pay by cost per thousand impressions to deliver their message to viewers, listeners, or readers b) Direct sales results test attempts to reveal the specific impact on sales revenues for each dollar of promotional spending c) Posttesting as research that evaluates an ad during its development stage d) Split runs as methods of testing alternate ads by dividing a cable TV audience or a publication's subscribers in two, using two different ads, and then evaluating the relative effectiveness of both

c) Posttesting as research that evaluates an ad during its development stage

According to Kurtz/lecture, all of the following are true of the last three steps of the market research process EXCEPT: a) Create a research design as your master plan for conducting market research b) Interpret and present your research findings to decision makers in a format that allows managers to make effective judgments c) Primary data as previously published information d) Secondary data from previously published information and compiled sources

c) Primary data as previously published information

All of the following are true of Galloway/lecture on the application of the first four factors driving the T-Algorithm EXCEPT: a) Global reach that leaps geographic boundaries and appeals to persons on a worldwide scale b) Likability by acknowledging the importance of image, perception, and avoiding bad publicity c) Product differentiation with a dual focus on both location and distribution d) Visionary capital through attracting cheap capital with a bold and understandable vision

c) Product differentiation with a dual focus on both location and distribution

According to Kurtz/lecture, all of the following are true of logistics and supply chain management EXCEPT: a) Logistics as the process of coordinating the flow of information, goods, and services among members of the distribution channel b) Supply chain as the compete sequence of suppliers and activities that contribute to the creation and delivery of merchandise c) Upstream management as the controlling part of the supply chain that involves finished product storage, outbound logistics, marketing and sales, and customer service d) radio-frequency identification (RFID) as a technology that uses a tiny chip with identification information that can be read by a scanner using radio waves from a distance

c) Upstream management as the controlling part of the supply chain that involves finished product storage, outbound logistics, marketing and sales, and customer service

According to Galloway/lecture, all of the following are true of his argument in chapter six concerning how tech firms excel on a marketing strategy of 'Lie to Me' EXCEPT: a) All of the GAFA firms have made claims to not stealing intellectual property (IP) but instead merely borrowing it b) Once intellectual property has been stolen, GAFA firms tend to protect the stolen property by asserting their own legal rights to copyright protection c) While most major American industries have frequent examples of theft of their most innovative and disruptive ideas, this occurs in the tech industry only on a very limited basis d) The smartest choice for tech firms to make is to be willing to break the law

c) While most major American industries have frequent examples of theft of their most innovative and disruptive ideas, this occurs in the tech industry only on a very limited basis

According to Kurtz/lecture, all of the following are true of the product mix EXCEPT: a) width refers to number of product lines a firm offers b) length refers to the number of different products a firm sells c) depth refers to the number of types of markets a firm enters its product (for instance, e-commerce, brick and mortar, big box, specialty, department store, etc.) d) decisions as the thinking and planning involved in evaluating the effectiveness of the product mix and whether or not to add to its depth, width, or length

c) depth refers to the number of types of markets a firm enters its product (for instance, e-commerce, brick and mortar, big box, specialty, department store, etc.)

According to Kurtz/lecture, all of the following are true of the role of marketing channels in marketing strategy EXCEPT: a) Reduce the number of contacts needed to make a sale b) Sorting as distributors adjust for market discrepancies c) Standardize exchange transactions d) Facilitate search by separating buyers from sellers

d) Facilitate search by separating buyers from sellers

According to Kurtz/lecture, all of the following are true of pricing, trade law, and price regulations EXCEPT: a) Unfair-trade laws are state laws that require sellers to maintain minimum prices for comparable merchandise b) The 1936 Robinson-Patman Act that prohibited selling at an unreasonably low price to eliminate competition c) The 1975 Consumer Goods Pricing Act that allowed discount stores to incorporate price competition more aggressively into their marketing strategies d) Fair-trade laws that promoted fairness by preventing manufacturers from setting a minimum price for their product(s)

d) Fair-trade laws that promoted fairness by preventing manufacturers from setting a minimum price for their product(s)

According to Galloway, all of the following are true of his arguments in chapter four concerning his graph depicting the new algorithm of value EXCEPT: a) As a firm, Facebook tends to age in reverse by adding more value as it accumulates more personalized data b) The huge success of Google can be attributed to its scale and ability to target individuals c) The success of Google, Amazon, and Facebook comes through their algorithms that are able to register, micro-target, and monetize their audience d) Pairing your Facebook information together with location tracking is the only way to decrease the overall value of the information on the ad market

d) Pairing your Facebook information together with location tracking is the only way to decrease the overall value of the information on the ad market

According to Kurtz/lecture, all of the following are true of B2C (business to consumer) e-marketing EXCEPT: a) Competitive pricing through shopbots that provide software programs that allow online shoppers to compare the price of a product offered by several online retailers b) Convenience through the wide range of products offered by visual searches such as those available through Google Product Search c) E-tailing through the tremendous growth of online retail sales d) Personalization through offering more intense forms of direct person to person interaction

d) Personalization through offering more intense forms of direct person to person interaction

According to Kurtz/lecture, all of the following are true of terms associated with pricing and volume objectives EXCEPT: a) The market share as the volume-related pricing objective with the goal of controlling a portion of the market for a firm's product b) The PMIS (Profit Impact of Marketing Strategies) project as entailing research discovering a strong positive relationship between a firm's share and product quality and its ROI (return on investments) c) Value pricing as a strategy that emphasizes benefits derived from a product in comparison to the price and quality levels of competing offerings d) Prestige pricing that appeals to consumers that are not status conscious and attempts to convince them of the overall social costs to their image that wasted income on higher priced items might cause

d) Prestige pricing that appeals to consumers that are not status conscious and attempts to convince them of the overall social costs to their image that wasted income on higher priced items might cause

According to Kurtz/lecture, all of the following are true uses of terms and examples for classifying consumer problem-solving processes EXCEPT: a) Limited problem solving such encountering a new brand b) Extended problem solving as when brands are difficult to categorize or evaluate c) Routinized response behavior such as the choice of a preferred brand d) Routinized response behavior also with its characteristically extensive search such as for a house/car

d) Routinized response behavior also with its characteristically extensive search such as for a house/car

) According to lecture/Kurtz, all of the following are true of the first two personal determinants of consumer behavior—1) Needs/motives and 2) Perceptions—EXCEPT: a) Facial recognition as, on the one hand, an increasingly effective mode of ad targeting and security provision, while on the other hand, an increasing concern for privacy advocates of all types b) Maslow's hierarchy is instructive for understanding the consumption patterns of well-developed countries with high per-capita incomes that allow basic needs to be met and higher order needs to become major determinants of consumer behavior c) Perceptual screens as the mental filtering processes through which all inputs must pass d) Subliminal perception as the explicitly conscious receipt of incoming information

d) Subliminal perception as the explicitly conscious receipt of incoming information

According to Kurtz/lecture, all of the following are true of interpersonal determinants of consumer behavior EXCEPT: a) Culture as the values, beliefs, preferences, and tastes handed down from one generation to the next b) Family as perhaps the most important determinant of consumer behavior because of the close, continuing interactions among family members c) Social influences from childhood membership in a family, to neighborhood and elementary school friends, to teams and volunteer organizations, up to adulthood with membership in many groups d) The Asch phenomenon as an indication of how our unique individuality shapes purchase decisions much more than conformity to group and majority rule

d) The Asch phenomenon as an indication of how our unique individuality shapes purchase decisions much more than conformity to group and majority rule

According to Galloway, all of the following are true of his argument in chapter two concerning Amazon and its development in light of Galloway's reconstruction of the six step retail memory lane EXCEPT: a) The age of the corner store was the true birth of customer relations management as family run stores played crucial communal and social roles b) The age of the department store initiated the notion that the customer is always right c) The age of the mall allowed for the creation of a suburban main street d) The age of the specialty store allowed for exclusive brands and products at extremely low prices

d) The age of the specialty store allowed for exclusive brands and products at extremely low prices

According to Kurtz on the global reach of markets and lecture on the emergence of big data technology, all of the following are true modes of assessing the value of big data sets EXCEPT: a) Variety since the assortment of connected devices can comprise a digital ecosystem with multiple ways of engaging consumers b) Velocity of information travel—since real time data tracking has such a large influence on predicting consumer purchase behavior c) Veracity since access to a number of crossing data pools increases the likelihood of true consumption predictions based on demographics and/or supplementing psychometrics d) Volume insofar as there are about as many connected devices in the world as there are people in the United States

d) Volume insofar as there are about as many connected devices in the world as there are people in the United States

According to Galloway/lecture, all of the following are true of his assessments of the following major firms as potential Fifth Horsemen EXCEPT: a) Alibaba's promise shows through its major strength of scale—rendering it the world's largest retailer b) IBM seems to be back on the path to growth with its strategic shift in focus from declining sales and profits on computer hardware to increasing high-margin services through developing sustained relationships with large Fortune 500 corporations c) Microsoft through its strengths with rationally minded shoppers, boasts tremendous growth in its cloud offering Azure and growth of LinkedIn with its many recurring revenue streams d) Walmart's incredible strength comes through its strong likeability and first mover leadership in the realm of online retail

d) Walmart's incredible strength comes through its strong likeability and first mover leadership in the realm of online retail

According to Kurtz/lecture, all of the following are true of marketing, web communication, and social networking terminology EXCEPT: a) Blog as an online journal for an individual or organization; in other words, short for Web log b) Podcast as an online audio or video file that can be downloaded to other devices c) Spam as a popular name for junk email d) Wiki as short for Wi-fi through any and all connected devices made possible by the Internet of Things

d) Wiki as short for Wi-fi through any and all connected devices made possible by the Internet of Things