Marketing test 3

Companies that organize their sales force by customer and territory; product and territory; product and customer; or territory, product, and customer are using a ________ sales-force structure. A) market B) simple C) product D) territorial E) complex

complex

________ advertising would most likely result in attack ads between competitors. A) Reminder B) Comparative C) Personal D) Informative E) Classified

comparative

t/f Whereas space is limited in an online catalog, print catalogs can offer an almost unlimited amount of merchandise.

false

t/f Wholesalers fall into three major groups: merchant wholesalers, brokers and agents, and megawholesalers.

false

t/f Factory outlet malls combine manufacturers' outlets with off-price retail stores and department store clearance outlets.

false

t/f Venns is a chain of department stores that has become more focused in recent years and now stocks only exclusive labels of designer home accessories. Venns has transformed itself into a chain of pop-up stores.

false

t/f Voluntary chains are normally based on one unique product or a specific trade name.

false

t/f independent off-price retailers purchase merchandise at rates that are substantially higher than regular wholesale rates.

false

t/f Convenience stores are the most frequently visited type of retail store.

false

t/f Omni-channel retailing creates a seamless cross-channel buying experience that includes in-store and online shopping but excludes mobile.

false

t/f The three types of off-price retailers are: independents, factory outlets, and corporate chains.

false

Marketers need to know how customers connect with an ad and brand idea as a part of the broader brand relationship. This can be achieved by measuring ________ levels. A) media engagement B) reach C) frequency D) listenership E) readership

media engagement

Hamilton Wholesaling, an electronics wholesaling firm, provides many services to customers including buying, storing, and transporting expensive and delicate electronics equipment. Hamilton takes title of ownership to all goods that the firm handles. Hamilton is most likely a(n) ________. A) wholesaling broker B) merchant wholesaler C) agent wholesaler D) manufacturer's agent E) manufacturer's representative

merchant wholesaler

________ are the largest group of wholesalers and can be divided into two broad types of wholesalers: full-service and limited-service. A) Brokers B) Retailers C) Agent wholesalers D) Merchant wholesalers E) Manufacturers' agents

merchant wholesalers

Which of the following best describes the term "Madison and Vine"? A) utilizing the slice of life style of advertising B) emphasizing reach over impact in advertising C) using social media for advertising a brand D) merging advertising with entertainment E) voicing social concerns through advertising

merging advertising with entertainment

________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices. A) Direct-mail B) Mobile C) Mass D) Viral E) Kiosk

mobile

________ can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons. A) Indirect marketing B) Television marketing C) Mobile marketing D) Inbound telephone marketing E) Direct-mail marketing

mobile marketing

Specialty stores are characterized by ________. A) the sale of convenience and staple items B) narrow product lines with deep assortments C) a wide range of products and categories D) low prices on a wide range of goods E) routinely purchased food products and services

narrow product lines with deep assortments

According to the text, the most logical budget-setting method in advertising is the ________ method. A) adaptive-control B) objective-and-task C) competitive-parity D) affordable E) percentage-of-sales

objective-and-task

t/f In today's digital, mobile, and social media environments, many buyers are more receptive to — or even prefer — phone and online contact versus the high level of face-to-face contact once required.

true

t/f Integrated marketing communications involves carefully coordinating a company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

true

t/f John Deere's sales force working with Lowe's, Home Depot, independent dealers, and other channel members to promote their products to final consumers is an example of a push promotion strategy.

true

t/f Manufacturers provide allowances to retailers as compensation for advertising or creating special displays for their products.

true

t/f Manufacturers' agents are the most common type of agent wholesaler.

true

t/f Many companies motivate their salespeople by setting sales quotas.

true

t/f Media impact is the qualitative value of message exposure through a given medium.

true

t/f Merchant wholesalers are the largest single group of wholesalers, accounting for roughly 50 percent of all wholesaling.

true

t/f Product placement is a form of brand integration.

true

t/f Properly designed and targeted telemarketing provides many benefits, including purchasing convenience and increased product and service information.

true

t/f Public relations can have a strong impact on public awareness at a much lower cost than advertising can.

true

t/f Reminder advertising is ideal for maintaining customer relationships with mature products.

true

t/f Sales managers use sales reports, personal observations, and customer surveys to assess the performance of sales-force members.

true

t/f Sales promotions targeted toward final buyers are called consumer promotions.

true

t/f Sales-force automation systems enable salespeople to profile prospects, forecast sales, and prepare expense reports.

true

t/f Salespeople represent customers to a company and represent a company to customers.

true

t/f Some marketers now rely almost entirely on digital and social media.

true

t/f Stephanie Archer has been saving her money to buy a BMW convertible. Archer has spent hours on the BMW Web site choosing the exterior and interior colors and studying the various options and models. In this case, Archer has been using BMW's marketing Web site.

true

t/f Sweepstakes give consumers a chance to win something, such as cash, trips, or goods, by luck or through extra effort.

true

t/f The National Do Not Call Registry is managed by the Federal Trade Commission.

true

t/f The affordable method of setting an advertising budget depends on the total revenues of a company.

true

t/f The blogosphere is cluttered and difficult to control.

true

t/f The most common evaluation method of a sales promotion program is to compare sales before, during, and after a promotion.

true

t/f The retailer's product assortment should be distinguishable and also match target shoppers' expectations.

true

t/f The rise of megaretailers has shifted the balance of power between retailers and producers. Since megaretailers have access to numerous consumers, they have significant power when dealing with manufacturers.

true

t/f The use of an inside sales force has grown due to the surge in online, mobile, and social media technologies.

true

t/f Too many retailers, even big ones, fail to clearly define their target markets and positions.

true

t/f Viral marketing involves creating videos, ads, and other marketing events that are so infectious that customers will seek them out or pass them along to others.

true

t/f While handling buyer objections, salespeople should use a positive approach to turn logical or psychological objections into reasons for buying.

true

t/f Wholesalers absorb risk by taking title and bearing the cost of theft, damage, spoilage, and obsolescence.

true

t/f iTV lets viewers interact with television programming and advertising using their remote controls.

true

t/f Although manufacturers, wholesalers, and retailers do retailing, it is the primary business of retailers.

true

t/f Category killers are superstores that carry a deep assortment of a particular product line.

true

t/f In a retailer cooperative, independent retailers band together to set up a jointly owned, central wholesale operation and conduct joint merchandising and promotion efforts.

true

t/f Shopper marketing involves focusing the entire marketing process — from product and brand development to logistics, promotion, and merchandising — toward turning shoppers into buyers at the point of sale.

true

t/f Service retailers in the United States are growing faster than product retailers.

true

t/f The first step for most firms that are venturing into online marketing involves sending promotional e-mails.

false

t/f The marketing results from direct mail are difficult to measure.

false

t/f The suppliers who are not adding value based on cost and quality are more in demand than their competitors.

false

t/f Usually, when using public relations, a company pays for the space or time in the media.e

false

Lemony Inc. sells its popular bottled lemonade — the company's only product — in various geographic locations through tie-ups and agreements with retailers. Each location is represented by two salespersons, one of whom serves current customers while the other finds new ones. Which of the following sales-force structures has most likely been combined to form the complex sales-force structure at Lemony Inc.? A) market and territorial B) market and customer C) product and territorial D) market and product E) geographical and product

market and territorial

In which of the following structures does a company organize its sales force along customer or industry lines? A) demographic sales-force structure B) service sales-force structure C) market sales-force structure D) territorial sales-force structure E) product sales-force structure

market sales-force structure

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used? A) phishing site B) online forum C) Web blog D) community Web site E) marketing Web site

marketing web site

Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome? A) direct mail B) infomercial C) printed catalogue D) branded community Web site E) marketing Web site

marketing web site

________ use the phone, Internet, and social media to find new leads, learn about customers and their business, or sell and service accounts directly. A) Outside salespeople B) Sales managers C) Sales assistants D) Technical sales-support people E) Telemarketers and online sellers

telemarketers and online sellers

Which of the following media is most suitable for advertising a product that needs to be demonstrated? A) television B) radio C) newspaper D) magazine E) billboard

television

________ tends to legitimize products, is very expressive, allows brand or company dramatization, and can build up a long-term image for a product. A) Direct mailing B) Telephone marketing C) Door-to-door selling D) Television advertising E) Printed-catalog marketing

television advertising

Loretta Inc., a U.S.-based watch manufacturer, sells its products in France, China, Russia, and India. To manage sales, Loretta appoints a number of sales representatives to each location. Sales representatives report to area managers, and area managers coordinate sales in their respective areas before reporting to regional managers. Loretta has most likely adopted a ________ sales-force structure. A) customer B) product C) complex D) distributor E) territorial

territorial

Rug Designs Inc, a manufacturer of large area rugs, markets its products throughout the United States using a network of regional sales offices. They are using a ________ sales-force structure. A) market B) customer C) product D) regional E) territorial

territorial

A company that sells only one product line to one industry with customers in many locations would typically use a ________. A) product sales-force structure B) territorial sales-force structure C) market sales-force structure D) customer sales-force structure E) complex sales-force structure

territorial sales-force structure

A TV ad promoting how an ordinary person's life has changed due to considerable weight loss is an example of the ________ style of advertising. A) scientific evidence B) testimonial evidence C) technical expertise D) mood or image E) fantasy

testimonial evidence

Greentech is launching a line of miniature solar chargers for laptops, cellphones, and other electronic devices. The chargers are compact, affordable and the green energy technology is a value-added benefit for both the company and consumers. Which of the following would qualify as an advertisement for Greentech's new solar chargers? A) a front-page notice of the release of Greentech's solar chargers in all leading newspapers B) a press conference to discuss the various benefits, including environmental feature C) the use of dedicated sales personnel to explain the qualities of the new solar chargers to retailers D) an endorsement by a national environmental organization to tout the benefits of the new solar chargers E) an online lottery where interested buyers have a chance to win a prize

A

Which of the following is an example of a retailer using mobile marketing to enrich the customer's shopping experience at the same time that they stimulate buying? A) Lacey's department store uses a virtual tour app of Paris to promote a week-long celebration revolving around French-themed clothing, jewelry, and fragrances in their stores. B) Sharie's boutique issues mobile coupons to existing customers. C) Java Lava sends a special e-mail to customers that displays fireworks when it's opened to celebrate the store's 1-year anniversary. D) Books Abound uses an app to introduce customers to newly released books that are tailored to their reading preferences. E) The Music Store launches an app that plays 10 seconds of a new song every time users access it.

A

Which of the following is an example of inbound telemarketing? A) Sterrns Media advertises its services by sending letters to potential customers and prompting them to contact the firm through a toll-free number. B) Sterrns Media purchases customer information and later cold calls these customers to generate potential leads. C) Sterrns Media spends a lot of time and effort to train its sales force to call businesses and inform them about its B2B products. D) Sterrns Media utilizes interactive cable systems to enable customers to obtain product information by using their TV remotes. E) Sterrns Media airs advertising programs called infomercials to attract viewers and get them to order products from its Web site.

A

Which of the following is most likely true about a sales force in the field? A) They build relationships with customers through face-to-face collaboration. B) They make most sales from their offices via media interactions. C) They provide administrative backup for outside salespeople. D) They rely on telemarketing efforts to gain leads and clients. E) They are prohibited to sell or service accounts directly.

A

Which of the following is most likely true of a sales force? A) The performance difference between an average salesperson and a top salesperson is generally substantial. B) The cost of replacing a salesperson is usually low because minimal training is necessary. C) A sales force with many new people is typically more productive than one whose members have been around for a long time. D) Individuals within a sales force generally perform at the same level of efficiency. E) On-site sales training is more efficient and less costly than e-learning programs.

A

Which of the following is true of a territorial sales-force structure? A) It clearly defines each salesperson's job and establishes accountability. B) It benefits firms with many technological products requiring technically skilled salespeople. C) It is used by firms that organize their sales forces along customer or industry lines. D) It requires salespeople to sell a wide variety of products over a broad geographic area. E) It differentiates the sales force solely on the basis of product expertise.

A

Which of the following statements is true of a product sales-force structure? A) A product sales-force structure is characterized by specialization along product lines. B) A product sales-force structure is used when a company has only one product line. C) A product sales-force structure requires every salesperson to be an expert in all the product categories of the company. D) A product sales-force structure organizes the sales force along customer or industry lines. E) A product sales-force structure uses a single sales force across different product lines.

A

Which of the following is true of advertising in the new marketing communications model? A) Advertisers are increasingly shifting toward digital media. B) Advertisers are spending more on broadcast advertising. C) Advertisers are finding traditional media less expensive. D) Advertisers are using less targeted media to reach customers. E) Advertisers have replaced print catalogues with digital versions.

Advertisers are increasingly shifting toward digital media

In which of the following cases is a firm employing omni-channel retailing? A) E-tailers such as Hammon.com market their products through a strong online presence. B) Wingate Retail sells its products through e-tailers and hundreds of physical superstores. C) Russel Stores' sales operations are based on heavy outbound telephone marketing. D) Lues Wholesalers markets its products to retailers through personal selling. E) Local convenience stores promote products through word-of-mouth marketing.

B

What is telemarketing? A) It is the process of promoting products through 30-minute-long infomercials. B) It is a form of marketing that uses the telephone to sell directly to businesses and consumers. C) It is the process of marketing products and services using direct-response television advertising. D) It is a marketing system where product information is provided through unmanned ordering machines. E) It is the process of selling products through affiliate networks and social media sites.

B

Which of the following is most likely a difference between advertising and sales promotion? A) Advertising is a sales-directed form of communication, while sales promotions are endorsed as company news. B) Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived. C) Advertising can be used to dramatize product offers, but sales promotion cannot be used for this purpose. D) Advertising can trigger quick sales, while sales promotions cannot. E) Advertising is not as effective in building long-term brand preferences as sales promotions.

B

Which of the following is most likely an example of a business promotion tool? A) a free DVD for customers who purchase a new television at a retail store B) a trade fair showcasing a new audio system developed by an electronics firm C) a sweepstakes program inviting customers to enter for the chance to win a new car D) a toaster being sold at half its list price for any buyer who purchases a food processor E) a display allowance for retailers who feature a manufacturer's product in a favorable manner

B

Which of the following is most likely true about the digital age with regards to marketing? A) The number of businesses connecting people over digital networks is in decline. B) Digital networks allow marketers many ways to build customer relationships. C) The Internet has had little impact on the ways consumers purchase products. D) Most firms are shifting back to traditional marketing forms to build customer value. E) Online-only marketing is more commonly used by firms than multichannel marketing.

B

Which of the following is true of direct and digital marketing? A) Its marketing message is fixed and does not change according to the customer's requirements. B) It is suited for highly targeted marketing efforts and for building one-to-one customer relationships. C) It is presented as company news rather than as a sales-directed communication. D) It does not involve any interaction between the company and its customers. E) It is an impersonal promotion tool that hinders two-way communication.

B

Which of the following is true of the Privacy Promise launched by the Direct Marketing Association (DMA)? A) It forbids all DMA members from spending excessively on digital advertising. B) It requires all DMA members to notify customers when any personal information is rented, sold, or exchanged with others. C) It recommends that DMA members help each other by sharing customer psychographic data. D) It forbids DMA members from sending e-mail, mail, or phone offers to any customer. E) It encourages DMA members to create more digital content that is tailored for children under age 13.

B

Which of the following statements is true of consumer promotions? A) Their primary objective is to persuade resellers to carry a brand. B) They include a wide range of tools like samples, coupons, and refunds. C) They include the use of display allowances. D) They are primarily used to generate business leads and reward customers. E) They include the use of conventions and trade shows.

B

Which statement is most likely true about the affordable method of setting an advertising budget? A) Spending on advertising is calculated based on the financial objectives a company wishes to accomplish. B) Spending on advertising is calculated after operating expenses and capital outlays are deducted from total revenues. C) Spending on advertising is based on a predetermined percentage of current or forecasted sales for the year. D) Spending on advertising is calculated as a percentage of the unit sales price. E) Spending on advertising is based on a competitor's advertising outlays.

B

How has the Internet most likely affected direct and digital marketing? A) The time taken by marketers to reach customer segments has increased. B) The role of technology has become less intense. C) The expenditures on direct and digital marketing have increased. D) The growth of digital sales has seen a significant downturn. E) The number of mass marketing forms has expanded.

C

Which aspect of niche online social networks makes the medium most appealing to marketers? A) They help marketers target the best undifferentiated market segment. B) They are used by a majority of Internet users in the United States and overseas. C) They cater to the needs of small communities of like-minded people. D) They guide organizations on how to set up social media networks. E) They allow marketers to control the conversations on the network.

C

Which of the following best describes the personality symbol style of advertising? A) using ordinary people to show how a product affects them in their daily lives B) using scientific evidence to support claims about a product in an advertisement C) using an animated character or mascot to represent a product in an advertisement D) using a technical expert to recommend a product in an advertisement E) using a celebrity to endorse a product in an advertisement

C

Which of the following is a primary disadvantage of viral marketing? A) The costs of viral marketing are generally too high for most companies. B) The brand associated with the viral message is usually forgotten. C) Marketers have little control over who receives a viral message. D) Viral messages are less likely to be viewed than other types of online promotions. E) Viral messages are blocked by most search engines.

C

Which of the following statements is most likely true of team selling? A) It is used most often when the group of target customers is small and homogeneous. B) It consists of experts from a single area of the selling firm such as marketing or finance. C) It can unearth problems and provide solutions that no individual salesperson could. D) It is most often implemented when products are simple and distribution costs are low. E) It simplifies the process of evaluating the individual contributions of sales team members.

C

Which of the following statements is true of shopping centers? A) Most shopping centers function at the regional level rather than at the neighborhood level. B) Shopping centers typically contain only those stores that target a niche market segment of high income groups. C) Shopping centers are groups of retail businesses built on a site that is planned, developed, owned, and managed as a unit. D) Shopping centers usually contain exclusive brands and specialty stores rather than convenience stores or department stores. E) Shopping centers are huge superstores that offer a deep assortment of a particular product line.

C

Which of the following is an effect of the advancement of technology on marketing? A) Fragmented markets have assimilated into a few mass markets. B) Marketers go through more intermediaries to connect with consumers. C) Consumers rely less on marketer-supplied information than in the past. D) Marketers have increasingly moved toward mass-marketing techniques. E) Marketers tend to supply less information to consumers than in the past.

Consumers rely less on marketer-supplied information than in the past.

ColaBlue, a soft drink manufacturer, is sued by an environmental group for not meeting certain safety standards in its waste disposal. ColaBlue remedies the problem by adding higher-grade filters and purifiers. Which of the following actions by ColaBlue would constitute a public-relations effort to address the effects of the lawsuit and the consequent damage to its brand image? A) having well-trained personnel at retail outlets to explain the different ranges of products the company provides B) tying in with local restaurants to promote exclusive sales of ColaBlue soft drinks C) lowering prices of ColaBlue's products in the short term D) holding a press conference to explain the remedial steps that ColaBlue has taken E) making new advertisements for ColaBlue products and sponsoring shows on television

D

Which of the following examples represents a product sales-force structure? A) Venson's produces frozen dinners at its factory in Ohio, and it sells them across the country through a network of sales representatives organized into regional and territorial tiers. B) AmWeb produces an expensive brand of herbal cosmetics called "Green You" that are sold in select boutiques and beauty parlors by selling teams assigned to serve small groups of key customers. C) Verra Designers operates from its landmark store in uptown New York and customers from all over the world come to this store to buy original merchandise at steep prices. D) Carlton Computers sells its range of highly specialized computers through special teams, each of which has received training in the configuration, uses, and USPs of a single model in the range. E) Nutters Inc., producers of cookies and other baked goods, markets its products throughout the country through a network of area and regional sales officers.

D

Which of the following is a function of an integrated marketing communications system? A) designing products using environmentally friendly techniques B) allowing suppliers or vendors to manage the inventory of products C) controlling production levels by feedback received from customers D) delivering a clear, consistent, and compelling message on the product to each brand contact E) sharing company forecasting details with shareholders

D

Which of the following is an example of a firm utilizing public relations as a promotion tool? A) a firm using its personal sales force at an expo to sell its products B) a firm sending its catalog directly to customers through e-mail C) a firm informing customers of special discounts on its Web site D) a firm providing interesting information about a product to the news media E) a firm using a celebrity to endorse a product in a television commercial

D

Which of the following is most likely true about direct and digital marketing? A) They make it increasingly difficult for sellers to adjust their prices. B) They provide sellers a high-cost alternative for reaching their markets. C) They have become less dependent on social media and the Internet. D) They provide buyers with anytime, anywhere access to products. E) They reduce the number of interaction options between buyers and sellers.

D

Which of the following is true about trends in wholesaling? A) New laws prevent wholesalers from having their own retailing operations. B) Value-added customer relationships have been replaced by control systems. C) Merchant wholesalers are decreasing in number and relevance. D) The demand for lower prices and higher quality has increased. E) Bulk breaking is increasingly popular and necessary.

D

Which of the following statements is most likely true about direct and digital marketing? A) They are used to sell goods to an undifferentiated market segment. B) They are inconvenient and lengthen the process for most buyers. C) They remain unaffected by the rapid growth of technologies. D) They build customer engagement and constitute a complete model for doing business. E) They are rarely used by companies as supplementary channels.

D

Which of the following statements is true of retailing? A) All retail stores are full-service retail stores. B) A department store has a narrow product line with a deep assortment. C) The largest type of retail outlet is a supermarket. D) Services like hotels, banks, airlines, restaurants, colleges, and hospitals can be retailed. E) A feature common to all types of retail stores is the use of the everyday low pricing strategy.

D

Which of the following statements is true of salespeople? A) They do not work with wholesalers and retailers. B) They are employed mostly in click-only companies. C) They do not represent the customers to the company. D) They represent a company to its customers by communicating and selling. E) They represent a new class of professionals who have emerged as part of the steep rise in retailing.

D

Campbell is one of the oldest retailers in the country. While the service offered at Campbell is fairly mediocre, the retailer is famous for its surprise offerings of seconds, overstocks, and closeouts — occasionally including expensive gadgets and jewelry. Posco, a new chain of retail stores, offers products that are similar to Campbell's offerings; however, Posco is known for encouraging customers to ask questions and for providing service representatives to assist customers in the purchasing decision process. From this scenario, which of the following statements is most likely true? A) Posco fails to differentiate itself from Campbell through the services mix. B) Posco's product assortment helps differentiate it from Campbell. C) Both Campbell and Posco fail to identify the needs and wants of target markets. D) Campbell has not been able to differentiate itself on the basis of product assortment. E) Posco better utilizes the services mix to differentiate itself from Campbell.

E

JP Wholesalers is one of the largest wholesalers of wooden furnishings in the country. Recently, the company opened a chain of stores called JP Designer Homes that has become popular due to the good reputation the company has as a wholesaler. The company has now started acquiring smaller retail chains and consolidating its position in the market. Which of the following trends is reflected in this scenario? A) the shift toward self-service retailing B) the decline of superstores and megastores C) the decline of the voluntary chain distribution method D) the rise of franchise organizations and joint partnerships E) the blurring of distinctions between retailers and wholesalers

E

Which of the following is an example of a combination of sales promotions and direct marketing? A) a company giving discounts on their product prices in order to gain a brand image B) a company releasing a nationwide television ad about every buyer having a chance to win a lottery prize C) a company holding a press conference to talk about their new product D) a company's sales representatives meeting customers directly to present customized offerings E) a company sending an e-mail to a customer about a discount on a product during a holiday season

E

Which of the following is true of consumers in the new marketing communications model? A) They are more reliant on traditional methods of marketing for product information. B) They are less informed than before about companies and product marketing techniques. C) They are more reliant on mass-media marketing methods for product information. D) They are less powerful than before in affecting the way a company markets its products. E) They are better equipped to find product and brand information on their own.

E

Which of the following is true of marketing through blogs? A) Starting and maintaining blogs is expensive. B) Blogs are a form of traditional direct marketing. C) Blogs are typically used to provide automated responses to consumer conversations. D) Companies should not monitor blogs if they want to reach customers effectively. E) Blogs are an inexpensive yet personal way to connect with consumers.

E

Which of the following is a characteristic of an inside sales force? A) It travels to make sales calls on customers in the field. B) It receives administrative backup from outside sales forces. C) It cannot sell or service accounts directly. D) It eliminates the need to have an outside sales force. E) It conducts business from an office via telephone.

It conducts business from an office via telephone

Which of the following is true of public relations? A) It provides quick incentives to make product purchases. B) It emphasizes news and events rather than sales C) It involves training a dedicated sales force to meet customers. D) It cannot be used to dramatize a product or company. E) It is the most widely used promotional tool.

It emphasizes news and events rather than sales

Which of the following is true of viral marketing? A) It is the digital version of word-of-mouth marketing. B) It refers to online marketing problems caused by technical glitches. C) It is another term for the unethical invasion of online privacy. D) It is an automated system that manages digital sales and marketing functions. E) It is a system that allows a supplier to access a customer's inventory levels online.

It is the digital version of word-of-mouth marketing

Which of the following is true of personal selling? A) It is the most effective promotional tool for geographically dispersed buyers. B) It allows firms to dramatize product offers through arts and visuals. C) It is the most expensive promotional tool for companies to utilize. D) It is an ineffective method for building long-term customer relationships. E) It presents a firm's message as news rather than as a sales-directed communication.

It is the most expensive promotional tool for companies to utilize

Which of the following is most likely true about e-mail marketing? A) It cannot be personalized for individual consumers. B) It is a traditional form of direct marketing. C) It is restricted to the use of personal computers. D) It is used by marketers to send highly targeted messages. E) It is always non-intrusive in nature due to spam filters.

It is used by marketers to send highly targeted messages

Which of the following is a shortcoming of advertising? A) It does not allow dramatization of the brand or company. B) It only provides one-way communication with customers. C) It can be too customized and only attracts small, niche markets. D) It reaches targeted customers too slowly in most cases. E) It is the most costly promotion tool for companies.

It only provides one-way communication with customers

________ are everywhere these days, from self-service hotel and airline check-in devices to in-store ordering devices that let you order merchandise not carried in the store. A) Infomercials B) Viral videos C) Kiosks D) Podcasts E) Catalogs

Kiosks

t/f The new marketing communications model consists of promotional mixes that are designed to make traditional mass-media obsolete.

false

Which of the following is true of marketing strategies that are being developed in the new marketing communications model? A) They are more targeted, social, and engaging. B) They target much larger customer segments. C) They rely more on mass-media marketing techniques. D) They use very little alternative media. E) They include a greater number of print media ads.

They are more targeted, social and engaging

Elise Philips, a leading fashion designer, connects with her followers through a strong online presence, promoting her brand and discussing fashion tips through articles and videos on her personal fan page. In this case, which of the following marketing forms does Elise use? A) direct e-mail B) a catalog C) a search engine D) a spambot E) a blog

a blog

Which of the following is an example of branded entertainment? A) a company placing its product in a movie scene B) a company using a celebrity to endorse a product C) a company airing its advertisements in movie theaters D) a company using an acclaimed movie director to film an advertisement E) a company using a famous song in its advertisement

a company placing its product in a movie scene

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers? A) direct marketing B) a push strategy C) the publish-subscribe method D) a pull strategy E) vertical integration

a push strategy

t/f The primary objective of trade promotions is to motivate salespeople.

false

Wholesalers most likely discourage less-profitable customers by ________. A) increasing product promotions B) carrying exclusive product lines C) overseeing inventory control systems D) adding service charges to small purchase orders E) requiring smaller orders to lower transportation costs

adding service charges to small purchase orders

The aim of ________ is to make ads and brand content so engaging or useful that people want to watch them. A) branded entertainment B) advertainment C) social advertising D) subliminal advertising E) infotainment advertising

advertainment

"Informing the target market about a price change for a signature cookie dough product through a national TV campaign within three months" is an example of a(n) ________ objective. A) reminder B) comparative C) informative D) advertising E) persuasive

advertising

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. A) Sales promotion B) Personal selling C) Advertising D) Public relations E) Direct marketing

advertising

Koffee, a brand of instant coffee, gives away a free coffee mug with its logo imprinted on it with every purchase of a 500g packet of its instant coffee powder. Which promotion tool is Koffee using? A) coupons B) price packs C) samples D) advertising specialties E) rebates

advertising specialties

The ________ method of setting an advertising budget typically overlooks how promotion affects sales. A) affordable B) percentage-of-sales C) objective-and-task D) competitive parity E) adaptive-control

affordable

________ represent buyers or sellers on a more permanent basis than brokers. A) Distributors B) Franchisees C) Agents D) Retailers E) Manufacturers

agents

Millie Foods, producers of baby food, offers a monetary sum to retailers who agree to feature its new products on their shelves for a considerable time period. In this case, the promotion tool used by the company is referred to as a(n) ________. A) price pack B) rebate C) sample D) allowance E) discount

allowance

Which of the following is a promotion tool used for trade promotions? A) sweepstakes B) price packs C) conventions D) rebates E) allowances

allowances

Harry Potts is a salesperson for a national pet food company. He meets Karen Sharp, a buyer for a large, specialty pet retailer, and speaks to her at length about the product categories and brands of pet food the retailer currently carries as well as future needs. At which step of the selling process is Harry Potts in the above scenario? A) approach B) preapproach C) qualifying D) prospecting E) closing

approach

The salesperson should know how to meet and greet the buyer and get the relationship off to a good start in which step of the selling process? A) prospecting B) preapproach C) presentation D) qualifying E) approach

approach

Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________. A) blog B) catalog C) search engine D) spam post E) viral message

blog

Which of the following is a direct digital marketing tool? A) printed catalog B) direct mail C) telephone D) television E) blog

blog

Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________. A) branded community Web site B) promotional Web site C) interactive Web site D) e-tailing Web site E) direct marketing Web site

branded community web site

Solutions Inc. negotiates the sale of materials between lumberyards and commercial construction companies, receiving a 15 percent commission on all transactions. Solutions Inc. is considered a ________. A) distributor B) broker C) retailer D) manufacturer E) supplier

broker

As with other types of marketers, a primary goal in wholesaling is to ________. A) match competitors' strategies B) establish a greater number of locations C) build value-adding customer relationships D) hold prices constant E) maintain the status quo

build value-adding customer relationships

Conventions, trade shows, and sales contests are types of ________. A) point-of-purchase promotions B) trade promotions C) advertising specialties D) business promotions E) premiums

business promotions

t/f The principle behind the percentage-of-sales method of budget setting is viewing sales as the result of advertising.

false

Sales managers use a ________ that shows which customers and prospects to pursue and which activities to carry out. A) call plan B) sales quota C) sales contest D) bonus plan E) straight commission

call plan

Salespeople write up their completed activities in a(n) ________. A) sales quota report B) profit-sharing plan C) call plan D) call report E) expense report

call report

A convenience store ________. A) markets to segments comprised mostly of white-collar workers B) stocks narrow product lines that have wide, deep assortments C) carries a limited line of high-turnover goods for consumer self-service D) involves high operation costs due to full-service customer assistance E) is a multi-channel food and discount retailer that targets niche markets

carries a limited line of high-turnover goods for consumer self-service

The promotion of products and services through printed material with multiple pages that sell multiple products has been traditionally referred to as ________ marketing. A) catalog B) viral C) telephone D) television E) e-mail

catalog

Which of the following is a traditional direct marketing tool? A) catalog B) e-mail C) blog D) online advertisement E) Web site

catalog

Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as ________. A) e-mail marketing B) telemarketing C) catalog marketing D) kiosk marketing E) viral marketing

catalog marketing

Office Solutions is a large retailer that specializes in office products and services. Their offerings include a wide and deep assortment of computers, desk furniture, printers, office supplies, stationery, and printing. Office Solutions is most likely an example of a ________. A) convenience store B) pop-up store C) category killer D) lifestyle center E) supermarket

category killer

Which term refers to a giant specialty store with a very deep assortment of a particular product line? A) category killer B) convenience store C) factory outlet D) department store E) independent store

category killer

In which of the following steps of the selling process does a salesperson ask a buyer for an order? A) preapproach B) qualifying C) closing D) prospecting E) approach

closing

A(n) ________ is the variable amount in a salesperson's compensation. A) bonus B) commission C) salary D) incentive E) profit-sharing plan

commission

A ________ contains between 15 and 50 retail stores, including a department or variety store, a supermarket, specialty stores, professional offices, and sometimes a bank. A) community shopping center B) warehouse club C) superstore D) neighborhood shopping center E) regional shopping mall

community shopping center

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded story ads," many marketers now view themselves more broadly as ________ managers. A) social media marketing B) content marketing C) integrated marketing communication D) direct marketing E) multi-media marketing

content marketing

Every time a search is made using keywords related to construction, search engines display text-based advertisements and links to Regan Builders, a construction firm. The marketing tool used by Regan Builders is best referred to as a ________. A) display advertisement B) contextual advertisement C) digital catalog D) community Web site E) Web blog

contextual advertisement

________ refer to two or more outlets that are commonly owned and controlled. A) Corporate chains B) Factory stores C) Specialty stores D) Designer shops E) Warehouse clubs

corporate chains

________ are certificates that save buyers money while they purchase specified products. A) Price packs B) Samples C) Coupons D) Point-of-purchase promotions E) Premiums

coupons

For most companies, the first step in conducting online marketing is to ________. A) place an ad online B) send e-mails C) create a Web site D) create a social networking site E) place search-related ads

create a web site

Which of the following is the primary purpose of branded community Web sites? A) displaying digital catalogues B) providing detailed descriptions of products C) creating customer-product engagement D) selling products and services E) sending direct mails to consumers

creating customer-product engagement

Jones & Company, a major retail chain across the United States, offers a wide range of consumer goods such as clothing, furniture, home appliances, cosmetics, jewelry, and food. Jones & Company is best described as a ________. A) supermarket B) department store C) specialty store D) pop-up store E) category killer

department store

An advantage of ________ is that they allow real-time merchandising; products and features can be added or removed as needed, and prices can be adjusted instantly to match demand. A) digital catalogs B) blogs C) kiosks D) traditional catalogs E) mobile apps

digital catalogs

Which of the following are the fastest-growing forms of marketing? A) direct and digital B) undifferentiated and differentiated C) internal and external D) mass and targeted E) standardized and customized

direct and digital

________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A) Undifferentiated and differentiated B) Mass and targeted C) Direct and digital D) Internal and external E) Standardized and customized

direct and digital

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of ________. A) advertising B) public relations C) direct and digital marketing D) retailing E) merchandising

direct and digital marketing

In a promotion mix, ________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships. A) direct marketing B) advertising C) public relations D) predictive analyticals E) indirect procurement

direct marketing

Studio 19 is a dance studio geared to adults who want to learn ballroom and Latin dance. When individuals call the studio, they're encouraged to access the Web site to receive a $25 e-coupon entitling them to a free half hour of dance instruction. Once they become patrons, text messages are sent to share news about featured dance instructors and upcoming special events. Which of the following promotion mix tools does Studio 19 employ to reach target customers? A) public relations B) personal selling C) direct marketing D) crowdcasting E) retailing

direct marketing

Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Eric targets a selective market of individuals who have recently donated to international charities by sending letters with charity information and donation instructions. Eric uses ________ in this scenario. A) direct-mail marketing B) mass marketing C) telephone marketing D) digital marketing E) kiosk marketing

direct-mail marketing

The process in which printed catalogs, brochures, samples, and DVDs are distributed to customers using highly selective mailing lists is known as ________. A) mass marketing B) direct-mail marketing C) telemarketing D) internal marketing E) kiosk marketing

direct-mail marketing

Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address? A) kiosk marketing B) direct digital marketing C) mass marketing D) direct-mail marketing E) telephone marketing

direct-mail marketing

Which of the following direct marketing forms includes infomercials? A) direct-response television marketing B) outbound telephone marketing C) print-catalog marketing D) direct-mail marketing E) face-to-face marketing

direct-response television marketing

Leading "big-box" stores, such as Walmart and Target, now dominate the retail scene. However, even "small-box" stores like Dollar General, are thriving in the current economic environment. All three retailers are considered ________. A) convenience stores B) discount stores C) full-service retailers D) designer shops E) specialty stores

discount stores

Which of the following account for the largest portion of firms' online advertising spending? A) display and search-related advertisements B) search-related and rich media advertisements C) digital and rich media advertisements D) community Web sites and blog posts E) blog posts and digital media

display and search-related advertisements

When compared to merchant wholesalers, brokers and agents ________. A) perform more extensive functions B) do not take title to goods C) deal only in services and not products D) do not engage in any negotiation of wholesale deals E) rarely specialize in one product category or customer type

do not take title to goods

Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet. A) search engines B) content sites C) transaction sites D) e-tailers E) iTV sites

e-tailers

t/f The competitive-parity method of setting promotion budgets prevents promotion wars between companies.

false

Which of the following is a transaction site? A) Wikipedia B) Yahoo C) eBay D) IMDB E) Facebook

eBay

AirNetwork, a telecommunications company, sponsors a rock concert by a famous band in order to further its brand visibility. This is an example of a(n) ________. A) event marketing program B) premium C) point-of-purchase promotion D) trade promotion E) price pack

event marketing program

Bikers and non-bikers alike enjoy dining at the Harley Davidson Café in Las Vegas. Several Harley Davidson models are on display as well as a very large, uniquely crafted American flag. Menu items include the Easy Rider, the Choppers Cobb salad, and the Harley Hog sandwich. The Harley Davidson Café most likely uses ________. A) everyday low pricing B) predatory pricing C) self-service retailing D) experiential retailing E) franchising

experiential retailing

An off-price retailing operation that is owned and operated by a manufacturer and normally carries the manufacturer's surplus, discontinued, or irregular goods is called a ________. A) category killer B) factory outlet C) specialty store D) superstore E) warehouse club

factory outlet

Dina loves branded apparel and accessories but cannot afford to buy them too often. Fortunately, Dina lives close to an off-price retail store that is owned and operated by a famous brand. The company utilizes this store to sell its surplus, discontinued, or irregular goods at significantly lower costs. The retail store is best referred to as a ________. A) category killer B) factory outlet C) specialty store D) superstore E) power center

factory outlet

t/f A compensation plan with a larger base-salary component and a smaller commission component is most effective for driving salespersons to acquire new businesses.

false

t/f A firm that sends e-mail updates to customers about new products is engaging in personal selling.

false

t/f Although do-not-call legislation has hurt parts of the consumer telemarketing industry, inbound and outbound consumer telemarketing remain strong and growing.

false

t/f Brokers and agents usually take title to goods and perform various functions for retailers.

false

t/f Cold-calling is the best source of new prospects for a salesperson.

false

t/f Contests, premiums, and displays are tools solely used for trade promotions.

false

t/f Digital coupons are the slowest growing coupon segment because consumers are concerned about privacy issues and spamming.

false

t/f In advertising media selection, frequency describes the qualitative value of message exposure through a given medium.

false

t/f In any medium, the relevance of advertising content to an audience is less important than how many people the advertisement reaches.

false

t/f In consumer product companies such as P&G or Nike, the sales force works directly with customers.

false

t/f In the context of execution styles in advertising, using an animated character that represents a product in an advertisement is an example of an endorsement.

false

t/f Lobbying refers to a PR department maintaining relationships with shareholders and others in the financial community.

false

t/f Marketers use inbound telephone marketing to sell to customers directly.

false

t/f Mobile ads rarely create substantial customer engagement and impact.

false

t/f Mobile marketing is an unsuitable tool for triggering an immediate purchase from a consumer.

false

t/f Newspapers, as a medium of advertising, provide poor local market coverage.

false

t/f Persuasive advertising helps to maintain customer relationships and keep consumers thinking about the product.

false

t/f Price packs are goods offered either free or at low cost as an incentive to buy a product, such as toys included with Disney DVDs.

false

t/f Price reductions from rebates are given to consumers at the point of sale.

false

t/f Pricing decisions of specialty stores are typically based on low markups on a high volume of products.

false

t/f Printed catalogs hold very little importance to marketers in the digital era.

false

t/f Providing samples is the most inexpensive way to introduce a new product.

false

t/f Sales promotions constitute the interpersonal arm of the promotional mix.

false

t/f Sales promotions typically create short-term sales but are viewed as ineffective at building long-term customer relationships.

false

t/f Social media marketing is a traditional direct marketing tool.

false

t/f Telemarketing is infrequently used as a fundraising tool for nonprofit and political groups.

false

t/f The Great Recession put heavy pressure on wholesalers to increase their operation costs and limit warehouse automation systems.

false

A freestanding insert in the Sunday newspaper for a local restaurant that contains a $5 off coupon for any meal over $20 is an example of a promotion targeted at ________. A) government buyers B) salespeople C) business customers D) final buyers E) retailers and wholesalers

final buyers

Global Insurance sells health and life insurance policies to Fortune 500 companies for its employees. The company's salespeople regularly contact decision makers to ensure that the necessary paperwork has been filed and that contracts are executed. Updates are also provided regularly about premium changes for health insurance. Which of the following steps of the selling process does this scenario depict? A) approach B) presentation C) closing D) follow-up E) preapproach

follow-up

The salesperson completes any details on delivery time, purchase terms, and other matters during the ________ step of the selling process. A) closing B) follow-up C) handling objections D) presentation E) prospecting

follow-up

What is the last step in the selling process? A) follow-up B) closing C) handling objections D) presentation E) prospecting

follow-up

Which contractual system is distinguished by the fact that it is normally based on some unique product or service; method of doing business; or trade name, goodwill, or patent that has been developed? A) voluntary chain B) retailer cooperative C) franchise D) corporate chain E) warehouse club

franchise

Mind and Body Fitness recently entered into a financial agreement that allows 25 independent business people at select locations across the country to set up establishments that offer its holistic services and programs. They include weight-management, group programming, sport-specific training, yoga, Pilates, and nutrition. Which type of contractual retail association does this represent? A) corporate chain B) voluntary chain C) franchise organization D) independent retailer E) retailer cooperative

franchise organization

________ now command about 45 percent of all retail sales in the United States. A) Franchises B) Factory outlets C) Superstores D) Acquisitions E) Joint agreements

franchises

Customers at Carat, a premium jewelry store, are encouraged to make an appointment before a visit so that a customer service representative is assigned to them. These representatives help every customer make a purchase that meets his or her needs and budget after considering numerous options. The different styles and special features of the jewelry are explained to each customer to aid the purchase decision. In this case, Carat is an example of a(n) ________. A) self-service retailer B) off-price retailer C) full-service retailer D) supermarket E) convenience store

full-service retailer

Which types of stores are characterized by specialty goods for which customers need assistance and higher operating costs that are passed along to customers as higher prices? A) self-service stores B) convenience stores C) full-service stores D) discount stores E) off-price stores

full-service stores

In which of the following steps of the selling process does a salesperson seek out, clarify, and overcome any customer disapproval to buying? A) handling objections B) closing C) follow-up D) prospecting and qualifying E) preapproach

handling objections

Charging higher prices on an everyday basis, coupled with frequent sales and other price promotions to increase store traffic, create a low-price image, or attract customers who will buy other goods at full prices is referred to as ________ pricing. A) category killer B) discount C) high-low D) every day low E) predatory

high-low

The Toby's chain of first-class department stores carries a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Toby's typically charges higher prices on an everyday basis and then holds frequent sales and price promotions to increase store traffic. Toby's most likely uses ________. A) self-service retailing B) experiential retailing C) high-low pricing D) everyday low pricing E) franchise retailing

high-low pricing

Which of the following is most likely a consequence of permission-based e-mail marketing? A) higher return rates B) excessive spamming C) increased consumer frustration D) lower consumer response rates E) reduced consumer interaction

higher return rates

Kids.com is an online retailer that buys clothing from a variety of brand name manufacturers at less-than-regular wholesale prices and then charges customers less than retail. Kids.com is an example of a(n) ________. A) specialty retailer B) independent off-price retailer C) departmental retailer D) full-service retailer E) category killer

independent off-price retailer

A 30-minute or longer advertising program on television that markets a single product is called a(n) ________. A) phishing program B) infomercial C) podcast D) catalog E) spambot

infomercial

Inglast, a chocolate producer, is faced with a class action suit when customers found pieces of plastic in boxes of cocoa powder. Inglast settles the case and then releases an advertising campaign to show the new and improved safety seals on all containers of cocoa powder. Which kind of advertisement has Inglast most likely used? A) classified B) informative C) comparative D) personalized E) reminder

informative

The objective of ________ advertising is to build primary demand. A) reminder B) comparative C) personal D) informative E) persuasive

informative

Trendy Appliances has introduced a new product, Minute Yogurt, into the yogurt maker appliance market. Minute Yogurt differs from competitive offerings because it takes a minute to blend and a minute to clean. Which type of advertising would be best for promoting Minute Yogurt? A) informative advertising B) reminder advertising C) classified advertising D) comparative advertising E) personalized advertising

informative advertising

Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, Web site, and business cards. Which technique is being used by Lush Lawns to promote its business? A) logistics information management B) inventory control segmentation C) niche market penetration D) integrated marketing communications E) global marketing management

integrated marketing communications

M&Ms engages DirecTV or Dish Network viewers in a candy themed video game through the arrow keys on their television remotes. This is an example of ________ advertising. A) virtual world B) interactive TV C) direct-response TV D) podcast E) e-catalog

interactive TV

Technologies such as interactive cable systems, Internet-ready smart TVs, and smartphones and tablets allow consumers to use their TV remotes, phones, or other devices to obtain more information or make purchases directly from TV ads. This is referred to as ________ advertising. A) virtual world B) interactive TV C) direct-response TV D) podcast E) e-catalog

interactive TV

Which of the following is generally regarded as the toughest issue of public policy and ethics confronting the direct marketing industry? A) customization of search results B) unwanted e-mail spam C) invasion of consumer privacy D) increasing costs of browsing E) restrictions on digital offers and discounts

invasion of consumer privacy

According to the text, today's large and progressive wholesalers have successfully reacted to rising costs by ________. A) relocating to low-rent, low-tax areas B) investing in information technology systems C) eliminating the need for brokers and agents D) increasing customer service responsibilities E) reducing promotional and personal selling activities

investing in information technology systems

Which of the following is a disadvantage of using a magazine as an advertising medium? A) It has a poor pass-along readership. B) It involves high costs. C) It has low geographic selectivity. D) It has low credibility and image. E) It consists of low-quality reproduction.

it involves high costs

Green Gardens sells gardening and landscaping goods and equipment. The marketing department places an unmanned machine in the store with touchscreen technology to provide product information. Consumers can use this machine to learn about the company's products and services. The company's marketing form is best referred to as ________ marketing. A) kiosk B) mobile C) telephone D) interactive E) personalized

kiosk

Trainstar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising style is most likely used in the VitaZing ad? A) scientific evidence B) technical expertise C) personality symbol D) testimonial evidence E) lifestyle

lifestyle

A ________ is a small open-air mall with upscale stores, convenient locations, and nonretail activities such as a playground, hotel, dining establishments, and a movie theater. A) regional shopping center B) lifestyle center C) community shopping center D) power center E) warehouse club

lifestyle center

Stores that provide moderate sales assistance because they carry shopping goods about which customers need a moderate level of information are called ________ retailers. A) self-service B) full-service C) off-price D) limited-service E) convenience

limited-service

Wayne Wholesaling fulfills many channel functions for its customers. The company mainly focuses on helping retailers to train their salespeople, improve store layouts, and set up inventory control systems. Based on this description, which channel function is provided by Wayne Wholesaling? A) buying and assortment building B) selling and promoting C) risk bearing services D) market information services E) management services and advice

management services and advice

C & G Retail, a chain of local supermarkets, procures all its goods directly from the producers' factories. This type of wholesaling is usually done in ________. A) corporate broker branches B) manufacturers' offices C) value-retail centers D) warehouse clubs E) factory outlet malls

manufacturers' offices

Appliance maker Whirlpool assigns individual teams of salespeople to big retail customers such as Sears, Lowe's, Best Buy, and Home Depot. Each Whirlpool sales team aligns with the large customer's buying team. Whirlpool has most likely adopted a ________ sales-force structure. A) product B) team-based C) territorial D) market E) complex

market

If a company assigns individual teams of salespeople to big retail customers, it most likely has a(n) ________ sales-force structure. A) undifferentiated B) product C) market D) territorial E) demographic

market

________ have filled the ultralow-price, high-volume gap by buying at less-than-regular wholesale prices and charging consumers less than retail. A) Off-price retailers B) Specialty stores C) Convenience stores D) Designer shops E) Full-service retailers

off-price retailers

________ creates a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping. A) Shopper marketing B) Omni-channel retailing C) Test marketing D) Online marketing E) Consolidation marketing

omni-channel retailing

________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed. A) Viral advertisements B) Social media sites C) Online display ads D) Digital catalogs E) Printed catalogs

online display ads

Olivia is searching for natural almond butter on SquirrelsApp, a mobile Web application for nut lovers. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as a(n) ________. A) online display advertisement B) contextual advertisement C) infomercial D) phishing scam E) advertorial

online display advertisement

________ refers to marketing via the Internet using company Web sites, online advertising and promotions, e-mail marketing, online video, and blogs. A) Digital marketing B) Social media marketing C) Direct marketing D) Online marketing E) Multimedia marketing

online marketing

Posting digital content on brand Web sites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing. A) corporate intranet B) online video C) viral blog D) media portal E) digital kiosk

online video

Which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit? A) adaptive-control method B) objective-and-task method C) competitive-parity method D) affordable method E) percentage-of-sales method

percentage-of-sales methid

In a promotion mix, ________ occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships. A) advertising B) public relations C) crowdsourcing D) merchandising E) personal selling

personal selling

Karen Dodd is employed by Dell and responsible for calling on primary schools in her home state of Maine to promote the company's offerings. She demonstrates the Dell line of products including desktop computers, laptops, and tablets and fields questions from teachers and administrators alike. This is an example of which promotion tool? A) digital advertising B) personal selling C) sales promotion D) public relations E) television advertising

personal selling

Which of the following types of promotion tools requires a considerable degree of personal interaction with a customer? A) digital advertising B) personal selling C) sales promotion D) public relations E) television advertising

personal selling

Window Concepts has introduced a new line of windows that offer the same benefits as solar panels in reducing heating and cooling costs in homes. The state-of-the-art windows will also contribute to the slowing of global warming while providing energy reliability. The company sends a team of representatives to the National Doors and Windows Trade Show to promote the new line of windows. Which promotion mix tool has Window Concepts used in this scenario? A) crowdsourcing B) public relations C) advertising D) personal selling E) crowdcasting

personal selling

What is the primary goal of trade promotions? A) boosting long-term relationships with final buyers B) motivating salespeople to attend trade shows C) generating qualified business leads and contacts D) rewarding customers for frequent purchases E) persuading resellers to carry a brand

persuading resellers to carry a brand

The primary objective of ________ advertising is to build selective demand. A) reminder B) classified C) personal D) informative E) persuasive

persuasive

Fox Scully received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail asked customers to provide their address, date of birth, Social Security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Fox researched the company and discovered that the e-mail was fraudulent. This is an example of ________. A) cold calling B) phishing C) crowdsourcing D) data mining E) viral marketing

phishing

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data? A) cold calling B) crowdcasting C) viral marketing D) phishing E) crowdsourcing

phishing

Wisconsin Cheddar has introduced an aged jalapeno cheddar. Displays are set up at various retail cheese stores in the state and patrons are offered free samples as well as $2 off coupons. Which promotion tool is Wisconsin Cheddar most likely using? A) rebates B) price packs C) point-of-purchase promotions D) coupons E) advertising specialties

point-of-purchase promotions

Carleese, a leading fashion brand, sets up small temporary boutiques across numerous locations during its year-end sale, promoting its outdated products at half the price. These temporary boutiques are referred to as ________. A) power centers B) franchises C) shopping centers D) pop-up stores E) category killers

pop-up stores

The Children's Online Privacy Protection Act requires online operators targeting children to ________. A) educate children about digital technologies B) post privacy policies on their sites C) collect and store the personal information of parents of these children D) collect personal information from children under age 13 for security purposes E) avoid sending e-mails to the parents of children whom they target

post privacy policies on their sites

In which step of the selling process does a salesperson learn as much as possible about a prospective customer before making a sales call? A) approach B) follow-up C) demonstration D) handling objections E) preapproach

preapproach

In which step of the selling process does a salesperson set call objectives? A) preapproach B) approach C) presentation D) qualifying E) prospecting

preapproach

Cracker Jack, an American brand snack of caramel-coated popcorn and peanuts, has been in existence since 1896. The brand became popularized due to its free prize inside every box. Which of the following promotion tools does this exemplify? A) rebate B) coupon C) price pack D) sample E) premium

premium

Howard Genks works as a sales representative for Med-Tex, a firm that manufactures hospital supplies. Recently, a prospective buyer walked into the Med-Tex store seeking beds for the children's ward in his private clinic. Howard quickly showed the client the range of beds available that were designed specifically for children. In which of the following steps of the selling process was Howard? A) prospecting B) qualifying C) follow-up D) handling objections E) presentation and demonstration

presentation and demonstration

A toothpaste manufacturer that bands two products together, selling two for the price of one, is using which type of consumer promotion tool to build short-term sales? A) price packs B) coupons C) rebates D) advertising specialties E) samples

price packs

GE employs different sales forces within different product and service divisions of its major businesses. For example, within GE Infrastructure, the company has separate sales forces for aviation, energy, transportation, and water processing products and technologies. GE has most likely adopted a ________ sales-force structure. A) market B) product C) customer D) territorial E) complex

product

Sleek Designs markets a wide range of kitchen cabinets, counter tops, and ceramic tile. Its salespeople are initially divided on the basis of their expertise in a product category. They're then further divided into teams addressing large home improvement retailers, kitchen and bath suppliers, and specialty home improvement stores. Which of the following sales-force structures has most likely been combined to form this complex sales-force structure? A) territorial and market B) product and market C) product and territorial D) geographical and product E) market and customer

product and market

Starbucks has signed a contract with a television production company to have its brand featured prominently in a new situation comedy about empty nesters. The conditions of the agreement state that the situation comedy will feature only the Starbucks brand of coffee. What kind of advertising technique is being used in this example? A) geofencing B) advertainment C) product placement D) vertical integration E) subliminal advertising

product placement

In which step of the selling process does a salesperson or company identify qualified potential customers? A) demonstration B) preapproach C) prospecting D) approach E) presentation

prospecting

Karen Rogers is a salesperson for Solar Panels Inc. She attends builder trade shows to identify potential customers in an effort to build long-term profitable relationships. Karen Rogers is engaging in which step of the selling process? A) demonstration B) preapproach C) prospecting D) approach E) presentation

prospecting

Power centers are characterized by the ________. A) lack of an anchor store B) sale of exclusive brands only C) provision of individual entrances to each store D) provision for nonretail activities, such as playgrounds E) absence of any pricing strategies for differentiation

provision of individual entrances to each store

In a promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events. A) personal selling B) sales promotion C) direct marketing D) advertising E) public relations

public relations

Which of the following is a form of online advertising? A) direct mail B) rich media ad C) toll-free number D) search-related ad E) printed catalog

search-related ad

When a company issues a press release to announce a sizable donation to a national charity, they are using ________ to generate goodwill and maintain a positive corporate image. A) personal selling B) sales promotion C) public relations D) direct and digital marketing E) advertising

public relations

A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a new drug to the medical professionals in their respective geographic territories. This is an example of a ________ strategy. A) push B) direct marketing C) vertical integration D) pull E) publish-subscribe

pull

Chic Eyewear, a producer of designer eyeglass frames, promotes their new line in national fashion magazines. Chic Eyewear lists the select optical retailers that carry their line at the bottom of their ads. This is an example of a ________ strategy. A) push B) vertical integration C) pull D) publish-subscribe E) direct marketing

pull

Salespeople need to know how to ________ leads, that is identifying good leads and screening out poor ones, at the beginning of the selling process. A) approach B) qualify C) consolidate D) generate E) manage

qualify

In which of the following promotion tools does a customer send a proof of purchase to a manufacturer, who then refunds part of the purchase price by mail? A) rebate B) coupon C) sample D) premium E) price pack

rebate

Retail convergence most likely leads to ________. A) reduced differentiation B) reduced competition C) increased sales D) increased profit margins E) reduced advertising costs

reduced differentiation

How have social media tools most likely affected personal selling? A) reducing the use of person-to-person selling efforts B) increasing the costs of selling products and services C) changing the basic fundamentals of interpersonal selling D) increasing the number of product reports given to customers E) slowing the sales-force response rate to customers' problems

reducing the use of person-to-person selling efforts

________ advertising primarily maintains brand relationships and is important for mature products. A) Comparative B) Persuasive C) Personalized D) Reminder E) Classified

reminder

A group of independent retailers that bands together to set up a jointly owned, central wholesale operation and conduct joint merchandising and promotion efforts is referred to as a ________. A) factory outlet mall B) retailer cooperative C) corporate chain D) warehouse club E) voluntary chain

retailer cooperative

________ refers to the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. A) Sole sourcing B) Retailing C) Manufacturing D) Procurement E) Warehousing

retailing

In a marketing communications mix, ________ refers to any short-term incentive that encourages the purchase or sale of a product or service. A) advertising B) sales promotion C) personal selling D) crowdsourcing E) public relations

sales promotion

Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast. Which element of the promotion mix has Power Pro used in this scenario? A) public relations B) crowdsourcing C) advertising D) sales promotion E) personal selling

sales promotion

Surf's Up, a family-owned business, offers a free surf lesson with the purchase of any surfboard over $200 during the month of May. This is an example of which promotion mix element? A) direct and digital marketing B) public relations C) advertising D) personal selling E) sales promotion

sales promotion

________ are the standards stating the amount salespersons should sell and how sales should be divided among the company's products. A) Sales promotions B) Sales quotas C) Display allowances D) Time-and-duty analyses E) Sales reports

sales quotas

Weekly or monthly work plans used by management to get information about salespeople are referred to as ________. A) sales quotas B) ROI plans C) call objectives D) sales reports E) call plans

sales reports

The concept of ________ lends even more importance to the salesperson's customer-relationship-building abilities. A) sales-force territory B) sales promotion C) sales-force management D) salesperson-owned loyalty E) sales-force structure

salesperson-owned loyalty

The manufacturer of Two-In-One, a combination shampoo and conditioner, shrink wraps a 4- ounce foil packet of a smoothing hair pomade to its combo product. Which of the following promotion tools is being used in this case? A) rebates B) samples C) coupons D) advertising specialties E) price packs

samples

________ are offers of a trial amount of a product. A) Cash refunds B) Price packs C) Rebates D) Coupons E) Samples

samples

Crest toothpaste has used a ________ style of advertising to convince buyers that Crest is better than other brands at fighting cavities. A) testimonial evidence B) technical expertise C) scientific evidence D) mood or image E) fantasy

scientific evidence

Food Galore is a regional chain of supermarkets in the Midwest. The primary role of the staff is to restock shelves and operate cash registers. Customers locate, compare, and select their groceries and other sundry items. Food Galore is most likely a ________. A) self-service retailer B) category killer C) full-service retailer D) supermarket E) pop-up store

self-service retailer

Which wholesaler channel function is demonstrated when a wholesaler's sales force helps a manufacturer reach many small customers at a low cost? A) bulk breaking B) selling and promoting C) buying and assortment building D) warehousing E) risk bearing

selling and promoting

Which of the following is the first step in developing an advertising program? A) setting the advertising budget B) developing an advertising strategy C) developing a brand message D) setting advertising objectives E) evaluating advertising campaigns

setting advertising objectives

________ builds around what P&G calls the "First Moment of Truth" — the critical three to seven seconds that a shopper considers a product on a store shelf. A) Internal marketing B) Sole sourcing C) Warehousing D) Test marketing E) Shopper marketing

shopper marketing

A ________ refers to a group of retail businesses built on a site that is planned, developed, owned, and managed as a unit. A) pop-up store B) shopping center C) warehouse D) category killer E) convenience store

shopping center

The presentation stage of the selling process most likely involves ________. A) cold calling in the absence of potential leads B) fixing the final meeting with a customer to close a deal C) gathering information about an organization and its buyers D) showing how a company's products can solve a customer's problems E) requesting an order from the customer after handling any minor objections

showing how a company's products can solve a customer's problems

Grace and her fiancé visit several furniture stores in and around their hometown of Milwaukee. They use their smartphones to capture information about manufacturers and pricing, and ultimately decide to purchase their favorite items online. This is referred to as ________. A) warehousing B) wholesaling C) retailing D) franchising E) showrooming

showrooming

The ________ style of advertising shows ordinary people clearly using a product in a normal setting. A) personality symbol B) slice of life C) mood or image D) testimonial evidence E) technical expertise

slice of life

Which of the following media is most suitable for having consumers provide input on product design or features? A) television B) radio C) magazines D) social media E) billboards

social media

Which of the following is most likely an advantage of social media marketing? A) Social media are targeted and personal. B) Social media campaign results are easily measured. C) Social networks are largely marketer controlled. D) Social media allow marketers to engage in multichannel sales. E) Social media campaigns are simply implemented and rarely backfire.

social media are targeted and personal

The fastest-growing sales trend is ________ that involves the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance. A) personal selling B) online selling C) social selling D) teleselling E) videoconferencing

social selling

Unsolicited and unwanted commercial e-mail is referred to as ________. A) an infomercial B) an advertorial C) viral marketing D) social media E) spam

spam

The American Tie Company, a necktie retailer, offers a deep assortment of men's neckties. The American Tie Company is best described as a(n) ________. A) department store B) supermarket C) specialty store D) discount store E) off-price retailer

specialty store

Which type of retailer typically carries deep product assortments of narrow product lines? A) self-service retailers B) specialty stores C) warehouse clubs D) discount stores E) factory outlets

specialty stores

Retailers must decide on three major product variables: product assortment, services mix, and ________. A) store location B) store layout C) self-service offerings D) store atmosphere E) store ambience

store atmosphere

Which type of retailer is much larger than a regular supermarket and offers a large assortment of routinely purchased food products, nonfood items, and services? A) discount stores B) specialty stores C) factory outlets D) superstores E) off-price outlets

superstores

What is the purpose of a sales manager using a time-and-duty analysis? A) compensating salespeople B) prospecting customers C) recruiting salespeople D) forming sales teams E) supervising salespeople

supervising salespeople

In the competitive-parity method of setting an advertising budget, the budget is set based on ________. A) a percentage of future sales B) the total revenues that a company makes C) the amount spent by similar companies in the same industry D) objectives set by the company and the cost required to accomplish them E) a percentage of current sales

the amount spent by similar companies in the same industry

Which of the following is a disadvantage of using digital, mobile, and social media for advertising? A) The costs are high. B) Audience selectivity is low. C) The audience controls content and ad exposure. D) The interactive capabilities are low. E) There is little scope for personalization.

the audience controls content and ad exposure

Which of the following is a drawback of using blogs as a marketing medium? A) Advertising on a blog is typically very expensive. B) It is difficult to use blogs to reach highly targeted audiences. C) The content of a blog is difficult to control. D) A company cannot have more than one blog. E) Blogs do not provide the kind of personalized medium that today's marketers want.

the content of a blog is difficult to control

Which of the following is a disadvantage of using social media for marketing? A) They are impersonal. B) They primarily provide static content. C) They do not provide information in a timely manner. D) They provide lower returns than television. E) They are largely user controlled.

they are largely user controlled

Which of the following is an impact of the Great Recession on retailing trends? A) economic shift toward higher prices B) lower costs for retailers C) tighter consumer spending patterns D) longer retail life cycles E) prohibition on new retail forms

tighter consumer spending patterns

Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers are collectively called ________ promotions. A) consumer B) point-of-purchase C) sales-force D) trade E) business

trade

________ help companies reach many prospects that are not reached through their sales forces. A) Trade shows B) Rebates C) Allowances D) Point-of-purchase promotions E) Sweepstakes

trade shows

Which of the following channel functions of wholesalers is demonstrated when a buyer receives quicker delivery because wholesalers are located closer than are producers? A) buying and assortment building B) financing C) transportation D) risk bearing E) warehousing

transportation

t.f Order getters typically participate in creative selling, social selling, and relationship building.

true

t/f A branded community Web site aims to present content that engages consumers rather than sell products to them.

true

t/f A consumer demanding a product from a retailer after watching an ad on television has responded to a pull promotional advertising strategy.

true

t/f Advertising can reach masses of geographically dispersed buyers at a low cost per exposure.

true

t/f Amazon.com targets opt-in customers with a limited number of helpful "we thought you'd like to know" messages based on their expressed preferences and previous purchases. This is referred to as permission-based e-mail advertising.

true

t/f An advantage of direct mail marketing over digital forms is that it provides something tangible for people to hold and keep and it can be used to send samples.

true

t/f Blogs are online forums where people post their thoughts and other content, usually on a narrowly defined topic.

true

t/f Casey's is a large supermarket that practices everyday low pricing. Therefore, consumers should expect few discounts or sales if shopping at Casey's regularly.

true

t/f Commissions and bonuses are variable amounts of compensation.

true

t/f Comparative advertising is a type of persuasive advertising.

true

t/f Digital marketing through online, mobile, and social media provides a sense of brand engagement and community.

true

t/f Direct marketing has undergone a dramatic transformation due to rapid advances in digital technologies.

true

t/f Direct marketing is characterized by narrowly defined segments or individual buyers.

true

t/f Direct marketing is the optimal promotion tool for building personal and long-lasting relationships with customers.

true

t/f Direct-response television (DRTV) marketing takes one of two major forms: direct-response television advertising and interactive TV (iTV) advertising.

true

t/f For inbound telephone marketing, the company provides a toll-free phone number so it can receive orders solicited by television, print ads, direct mail, and catalogs.

true

t/f In a push promotion strategy, the producer promotes a product to channel members who in turn promote it to final consumers.

true

t/f In a territorial sales-force structure, each salesperson is assigned to an exclusive geographic area and sells the company's full line of products or services to all customers in that area.

true

t/f In advertising, reach is a measure of the percentage of people in the target market who are exposed to an ad campaign during a given period of time.

true

t/f In an automated warehouse, orders are fed directly from the retailer's information system into the wholesaler's, and the items are picked up by mechanical devices and taken to a shipping platform where they are assembled.

true

Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry? A) calls by nonprofit groups B) business-to-business telemarketing C) unsolicited outbound telemarketing by businesses D) inbound telephone marketing E) "opt-in" calling systems

unsolicited outbound telemarketing by businesses

The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace. A) use traditional direct marketing forms B) adopt direct-mail marketing C) use omni-channel retailing D) develop retail transaction sites E) expand their outside sales forces

use omni-channel retailing

Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________. A) direct-mail marketing B) viral marketing C) catalog marketing D) contextual advertising E) display advertising

viral marketing

Which of the following is a type of off-price retailer? A) specialty store B) full-service retailer C) discount store D) warehouse club E) supermarket

warehouse club

________ are off-price retailers that operate in huge facilities offering few frills but ultra-low prices and surprise deals on selected branded merchandise. A) Warehouse clubs B) Department stores C) Convenience stores D) Specialty stores E) Superstores

warehouse clubs

Electronics Storage is a wholesaler that holds inventories, thereby reducing carrying costs and risks for both suppliers and customers. Which channel function does Electronics Storage primarily provide? A) showrooming B) assortment building C) warehousing D) financing E) transporting

warehousing

________ includes all the activities involved in selling goods and services to those buying them for resale or business use. A) Wholesaling B) Sole sourcing C) Franchising D) Crowdsourcing E) Showrooming

wholesaling

Department stores are most likely characterized by ________. A) narrow product lines B) specialty goods and services C) predatory pricing strategies D) deep assortments of luxury brands E) wide varieties of product lines

wide varieties of product lines