Marketing Final

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

a blog is a

online forum

to which category of the marketing communication mix do sales presentations, trade shows, and incentive programs belong

personal selling

which element of the promotional mix is most effective in building up buyers preferences, convictions, and actions

personal selling

according to the environmentalism movement, at the most basic level, a company can practice

pollution prevention

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor is considered

advertising

one of the challenges of social media marketing is that social media

are largely user controlled

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 to action

a sales contest is considered a part of

business promotions

which statement does not describe sustainable companies

by setting guidelines, sustainable companies can resolve all the difficult ethical decisions

using a push strategy, a firm directs its promotional efforts toward

channel members

priceline.com sells its services through

direct and digital marketing

specific promotional tools used in ______ include direct mail, catalogs, online and social media, mobile marketing, and more

direct and digital marketing

the fastest growing form of marketing is

direct and digital marketing

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 marketing

the american marketing association AMA developed a code of ethics for marketers based on three principles. these three principles are

do not harm, embrace ethical values, and foster trust in the marketing system

when iphone was first intriduced into the market, apple highlighting its benefits and qualities. this type of advertising is referred to as

informative advertising

_________ requires that the company continuously seek real product and marketing improvements

innovative marketing

disadvantages of direct marketing to sellers include

interaction with limited number of customers

because social media are ______, they are ideal for starting and participating in customer conversations and listening to customer feedback

interactive

the issue of ethics presents special challenges for

international marketers

in complex selling situations, personal selling can be more effective than advertising because it is

interpersonal

_______ is perhaps the toughest public policy issue now confronting the direct marketing industry

invasion of privacy

many consumers today rent DVDs from a vending machine called redbox, which can be found in retail stores and other locations. redbox is a type of direct marketing tool called a

kiosk

which of the following is a form of traditional direct marketing

kiosk marketing

what actions can a company take in order to bring marketing and sales functions together

let brand managers tag along on sales calls

which of the following statements about retailer marketing decisions is correct

many retailers identify three critical factors for retail success: location, location, and location

despite its potential strengths, public relations are occasionally described as a marketing stepchild because of all the following reasons except

PR practitioners consider their job as simply communication

which one of the following statements does NOT portray the success of global expansion of major retailers

adapting the operations that work well in the home country create success abroad

a company wants to reach a large number of geographically dispersed buyers at a low cost per exposure. which element of the promotional mix should the company use

advertising

which of the following statements does not accurately reflect PRs role in marketing

as the use of earned and shared digital content grows rapidly, PR is playing a smaller role in marketing content management

infomercials are a form of marketing considered a part of

direct-response television marketing

the benefits of direct and digital marketing for buyers are that it is

easy, convenient, and private

in the content of a message, marketers often use _______ appeals such as joy, love, humor, fear, and guilt

emotional

L.L bean has turned its flagship store into a full-fledged outdoor adventure center, which is an example of

experiential retailing

Tiffany and Neiman Marcus are classified as _________ retailers

full-service

which of the following are objectives of trade promotions

getting retailers to carry new items and more inventory, buy ahead, or promote the companys products and give them more shelf space

as marketers adopt richer but more fragmented media and promotion mixes to reach their diverse markets, they risk creating a communications hodgepodge for consumers. to prevent this, companies have adopted the concept of

integrated marketing communications

nonpersonal communication channels include

major media, atmospheres, and events

single packages sold at a reduced price ( such as two for the price of one) or two related products banded together ( such as a toothbrush and toothpaste) are examples of which consumer promotion tool

price-packs

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

the public relations function of ________ is used to build and maintain national or local community relationships

public affairs

_________ consists of activities designed to engage and build good relations with the companys various publics

public relations

specific promotional tools used in ______ include press releases, sponsorships, events and web pages

public relations

which PR tool improves public goodwill by having companies contribute money and time

public service activities

marketing management must first _________ when developing an advertising program

set advertising objectives

________ involves focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale

shopper marketing

the _______ execution style shows one or more "typical" people using the product in a normal setting

slice of life

which one of the following statements is not true regarding social selling

social selling has changed the fundamentals of selling

which PR tool uses news conferences, speeches, brand tours, sponsorships, multimedia presentations, and educational programs

special events

______ carry narrow product lines with deep assortments within those lines

specialty stores

________ and _________ are core PR strengths and that plays well into the use of the online, mobile, and social media

storytelling; engagement

helping salepeople to "work smart" by doing the right things in the right ways is the goal of

supervision

if the company sells only one product line to one industry with customers in many locations, it would use a _______ sales force structure

territorial

which of the following statements is true regarding salespeople

the best salespeople are the ones who work closely with customers for mutual gain

which of the following statements does not reflect the role of salepersons 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

which method for setting the total budget for advertising is the most difficult to use

the objective-and-task method

the reason 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

a retail trend resulting from weak economic conditions is

tighter consumer spending

what are the three characteristic that advertising appeals should have

to be meaningful, to be believable, and to be distinctive

what is the overall objective of advertising in an advertising program

to help engage customers and build customer relationships

which wholesaler channel function helps reduce inventory holding costs and the risk of suppliers and customers

warehousing

when does persuasive advertising become comparative advertising

when a company directly or indirectly compares its brand to others

which of the following statements about wholesaling is true

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​ Deere's sales force works with​ Lowe's, The Home​ Depot, and other channel members. This is an example of using​ __________for promotion.

a push strategy

_________ are considered a consumer-controlled digital media

blogs

the primary purpose of ______ is to present brand content that engages consumers and creates customer-brand community

branded community web sites

what is the largest form of online advertising

search-related ads

when companies set their promotion budgets to match competitors outlays, they are using the _________ method

competitive-parity

conscientious marketers face many dilemmas, which include all of the following except

companies and their managers are not responsible for making moral judgements

why should companies use mobile marketing responsibly

companies risk angering already ad-weary consumers

which of the following is true regarding the forms of direct and digital marketing

both the new digital and the more traditional forms of direct marketing must be blended into fully integrated marketing communications program

the organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers is called

consumerism

which of the following tools can be used as both consumer and trade promotions

contests, premiums, and displays

which of the following statements about coordinating marketing and sales is correct

coordinating marketing and sales can be improved by increasing communication between the two groups

what is the first decision made in sales force management

designing sales force strategy and structure

________ is an organized movement of concerned citizens, business, and government agencies designed to protect and improve peoples current and future living environment

environmentalism

glaxosmithkline has stated in its ads, "todays medicines finance tomorrows miracles." considering the criticisms of marketing this statement can be related to

excessive mark-up

by practicing ________, today retailers are increasingly adopting environmentally sustainable practices

green retailing

after the presentation and demonstration step n the sales process, a salesperson should next be prepared to

handle objections

the first task for a communicator in preparing marketing communications is to

identify the target audience

most companies today want their salespeople to _______ which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and company

practice value selling

one consumer promotion tool is ________, which are goods offered free or at a low cost as an incentive to buy a product

premiums

at which step of the personal selling process does the salesperson tell the " value story" to the buyer showing how the companys offer solves the customers problems

presentation and demonstration

which of the following statements regarding catalog marketing is true

printed catalogs can drive online and mobile sales

the retail marketing mix consists of which of the following

product and service assortment, retail prices, promotion, and place

retailers must decide on which three major product variables

product assortment, service mix, and store atmosphere

the _________ calls for socially and environmentally responsible actions that meet the present needs of consumers and needs of future generations

sustainable marketing concept

when mcdonalds offers healthy menu choices and uses recyclable packaging, it is most appropriately following the

sustainable marketing concept

based on consumerism, the traditional sellers rights include all of the following except

the right to be protected against questionable products and marketing practices

________ considers the future needs of business

the strategic planning concept

how do sustainable companies create value for customers

through socially, environmentally, and ethically responsible actions

what is the purpose of high-pressure selling

to persuade people to buy goods they had no thought of buying

annual reports, brochures, articles, and company newsletters and magazines are all which type of PR tool

written material

________ retailing refers to the creation of a seamless cross-channel buying experience

Omni-channel

toro ran a preseason promotion on its snowblower models offering a rebate if the snowfall in the buyers market area turned out to be below average. this is an example of

consumer promotion

logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks are all types of

corporate identity materials

criticisms of marketings impact on society as a whole include

creating too much materialism, too few social goods, and cultural pollution

major factors for changing the face of todays marketing communications include all of the following except

marketers are going for mass marketing

_______ have shifted the balance of power between retailers and producers

megaretailers

the privacy promise of the DMA members involves all of the following except

members can continue to contact consumers if they request to opt out

________ are the largest single group of wholesalers , accounting for roughly 50% of all wholesalers

merchant wholesalers

marketers use _______ to engage customers anywhere, anytime during the buying and relationship-building processes

mobile marketing

advantages of mobile marketing include all of the following except

mobile marketing may risk irritating consumers

which of the following statements about setting an advertising budget is correct

new products typically need relatively large advertising budgets to build awareness and to gain consumer trial

to avoid being intrusive and annoying, most legitimate email marketers practice ______, which means sending email pitches only to customers who "opt-in"

permission based email marketing

_______ is a type of identity theft that uses deceptive emails and fraudulent online sites

phishing

in going beyond greening, one thing companies can do internally is to

plan for new clean technologies

critics have charged that some companies use__________, causing their products to become unfashionable before they actually should need replacement

planned obsolescence

critics claim that the urban poor often have to shop in smaller stores that carry inferior goods and charge higher prices. this is an example of

poor service to the disadvantaged

________ products have low immediate appeal but may benefit consumers in the long run

salutary

which of the following statements about personal selling is correct

many customers are unable to distinguish the salesperson from the company

in going beyond greening, companies can develop __________, which serves as a guide to the future and shows how the companys products and services, processes, and policies must evolve and what new technologies must be developed to get there

a sustainability vision

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

the aim of transaction-oriented marketing is to help salespeople

close a specific sale

a ______ contains between 15 to 50 retail stores, it normally contains a branch of a department store or variety store, a supermarket, specialty store, professional offices, and sometimes a bank

community shopping center

a retailer offers a large price reduction from a phony high retail list price. this is an example of which deceptive practice

deceptive pricing

according to societal marketing, products that give immediate satisfaction and also deliver long-run consumer benefit are classified as _________ products

desirable

because not all managers have fine moral sensitivity, companies should

develop corporate marketing ethics policies

the public relations function of _______ is used to work with donors or members of nonprofit organizations to gain financial or volunteer supports

development

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

web sites, online advertising, email, online video, and blogs are all forms of

online marketing

forms of digital direct marketing include

online marketing, social media marketing, and mobile marketing

the hottest growth area for the retailer home depot in the us market has been attributed to

online sales

_______ are huge unenclosed shopping centers consisting of a long strip of retail stores including freestanding anchor stores

power centers

wholesalers add customer value through the _______ they offer

products and services

________ advertising is more suitable for mature products

reminder

increasingly, different types of retailers now sell the same products at the same prices to the same consumers. this trend is called

retail convergence

one type of contractual retail association is a _______, which is a group of independent retailers that bands together to set up a jointly owned, central wholesale operation and conduct joint merchandising and promotion efforts

retailer cooperative

_______ is the promotion mix tools that consists of short-term incentives to encourage the purchase or sale of a product or services

sales promotion

which of the following statement is true regarding sellers and their use of direct and digital marketing

sellers have the opportunities to engage in real-time marketing

by performing the channel function of ______, wholesalers sales forces help manufacturers reach many small customers at a low cost

selling and promoting

marketing means that the company should define its strategy in broad social terms rather than narrow product terms

sense-of-mission

which of the following statements about mobile marketing is correct

smartphones can be useful in shopping situations

one challenge of social media marketing is that

social networks are largely user controlled

following the principle of __________, a company makes marketing decisions by considering consumer wants, the companys requirements, consumers long-run interests, and societys long-run interests

societal marketing