MKTG 409

The Internet makes it possible for the marketer to communicate with consumers more effectively and more consistently at a lower cost than previously possible. Moreover, the Internet has made it possible for marketers to reach new markets and to target existing markets more precisely. Digital media is the foundation of the marketer's newfound power via the Internet. Digital media-based marketing is different than traditional marketing in a number of ways. More specifically, digital media marketing differs from traditional marketing in which of the following ways? a. ​Interactivity b. ​Sensitivity c. ​Scalability d. ​Convertibility e. ​Reliability

a. ​Interactivity

Which of the following is a major goal of integrated marketing communications? a. ​To send a consistent message to consumers. b. ​To control the firm's marketing environment. c. ​To achieve a specific return on investment. d. ​To dispute competitors' strengths. e. ​To better coordinate the firm's supply chain

a. ​To send a consistent message to consumers.

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to a.count the number of exposures in the media. b.ask for return of reply cards. c.calculate market share increase. d.conduct an environmental audit of media alternatives. e.tabulate the equivalent in advertising dollars if the time and space were purchased.

a.count the number of exposures in the media.

Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first 10 people to answer a riddle by calling a local phone number will receive free tickets to the show and backstage passes. Which social networking site would be the best for Lady Gaga to broadcast information about this contest? a. Google+ b. Twitter c. Flickr d. Facebook e. Skyrocket

b. Twitter

Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for a. screening. b. prospecting. c. preapproaching. d. surveying. e. researching.

b. prospecting.

Your friend Angela is highly critical of marketing. She claims that promotion creates needs among people so that they are unsatisfied with what they got. Since you are so knowledgeable in marketing, you tell your friend Angela that promotion doesn't _______________, but it does ____________________. a. ​create needs; create materialism b. ​create needs; capitalize on them c. ​encourage dissatisfaction; provide satisfaction d. ​exploit needs; satisfy needs e. exploit needs;​ make them more important

b. ​create needs; capitalize on them

The overall role of promotion is to ________________and to build and enhance relationships with current and potential customers. a. ​achieve a target return b. ​stimulate product demand c. ​minimize the firm's variable costs d. ​protect market share e. ​maximize shareholder wealth

b. ​stimulate product demand

Increasingly, inside salespersons manage ___________________ and outside salespersons are more _______________. a.end-use consumer sales; focused on selling to retailers b.digital approaches to sales; relationship oriented c.new-business sales; focused on current customers d.relationships; focused on providing support e.team selling; face-to-face oriented

b.digital approaches to sales; relationship oriented

Crate and Barrel uses ____ to market themselves visually by displaying snapshots of company events, staff, and products. a. YouTube b. blogs c. Flickr d. wikis e. Twitter

c. Flickr

​The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate their advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest. a. ​wiki b. ​podcast c. ​bulletin-board site d. ​blog

c. ​bulletin-board site

Virtual realities are still relatively new, but more people are gaining a familiarity with this technology. Competitors are beginning to emerge. Oculus Rift decides it is time to start releasing promotion that markets the advantages of its virtual reality headset compared to competitors. Oculus Rift is attempting to build​ a. ​introductory demand. b. ​comparative demand. c. ​selective demand. d. ​competitive demand. e. ​pioneer demand.

c. ​selective demand.

Which of the following is the most important consideration when choosing an event to sponsor? a.The specific name of the event b.When the event occurs c.That the product and the event are easily associated d.Whether or not the event is a national event e.The length and location of the event

c.That the product and the event are easily associated

You and your marketing team are conducting a series of focus groups with potential customers of a new product your firm is launching next year. The purpose of these focus groups is to find out what potential customers consider most important in the selection and use of this new product. Which of the following steps in the advertising campaign development process are you performing with this activity?​ a.​Determining the advertising appropriation b.​Developing the media plan c.​Creating the advertising platform d.​Identifying and analyzing the target audience e.​Defining the advertising objectives

c.​Creating the advertising platform

A new soap manufacturer wants to get their product to national retailers. They recently developed a product they think will be able to compete against top dogs such as Dove and Dial. However, they know that retailers are often skeptical of carrying new products when their success is not known. The soap manufacturer therefo​re offers a price reduction to the retailers for each case of soap they buy. The soap manufacturer is most likely using a a.​buy-back allowance. b.​merchandise allowance. c.​buying allowance. d.​scan-back allowance. e.​dealer loader.

c.​buying allowance.

To increase sales of Chex cereals, Ralston Purina offered a free pound of bananas to customers who bought the large-size box. This form of sales promotion is called a a. coupon. b. cents-off offer. c. money refund. d. premium. e. free sample.

d. premium.

Communication through the use of brochures, annual reports, event sponsorships, and news stories is referred to as a. personal selling. b. sales promotion. c. publicity. d. public relations. e. advertising.

d. public relations.

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n) a.advertising appropriation. b.advertising message. c.advertising plan. d.media plan. e.media platform.

d.media plan.

Tony tells his wife, Camilla, that his last sales call of the day at DuPont was a disaster. He explains that he never really figured out what the purchasing agent was looking for. Camilla, a sales trainer for another firm, hands Tony a book on a. product demonstrations. b. closing. c. prospect evaluation. d. overcoming objections. e. listening skills

e. listening skills

The attrition rate for digital media channels is a. about the same as traditional businesses. b. low. c. nonexistent. d. diminutive. e. very high.

e. very high.

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development? a.Identifying the target b.Developing the media plan c.Determining the appropriations d.Defining objectives e.Creating the platform

e.Creating the platform