BUSML 3520 Final

With the growth in digital direct marketing in recent​ years, several problems can affect consumers. Which of the following is not something consumers worry about when it comes to using the​ Internet? a) ample amounts of information b) identity theft c) identity fraud d) online and digital security e) access to vulnerable groups

a) ample amounts of information

What tool do many firms use to supervise the sales staff that shows which customers and prospects to call on and which activities to carry​ out? a) call plan b) time-and-duty analysis c) call reports d) sales report e) sales force automation systems

a) call plan

The PR Department in a firm performs many functions. Which one of the following is allocated to personnel in marketing other than the public relations​ staff? a) distribution of samples of the product b) lobbying c) development d) press relations or function as a press agency e) investor relations

a) distribution of samples of the product

What is the final step in the process of developing the advertising​ program? a) evaluating the communication b) determining the ad budget c) setting the advertising objectives d) making media choices e) developing the message

a) evaluating the communication

Which marketplace​ "attack" strategy does Apple use with the​ Mac, the​ iPod, iTunes, the​ iPhone, and the​ iPad? a) finding uncontested spaces b) good vs. bad competitors c) mature markets d) close vs. distant competitors e) strong vs. weak competitors

a) finding uncontested spaces

Mobile marketing as a tool in the market mix has doubled in use in the past few years. Which of the following characteristics is a disadvantage of mobile marketing as part of the media tool​ choice? a) it is very unobtrusive b) it makes the shopping experience richer c) it is immediate d) consumers get information when they are in a position to make a buying choice e) its rich-media mobile ads can create substantial engagement and impact

a) it is very unobtrusive

Early direct​ marketers, such as catalog​ companies, direct​ mailers, and​ telemarketers, gathered customer names and sold goods mainly by which​ methods? a) mail and telephone b) mail and radio c) mail and television d) mail and newspapers e) mail and door-to-door inquiries

a) mail and telephone

The sales staff that travels to customers to call on them is ___ salespeople, whereas those who conduct business from their offices via telephone and email are ___ salespeople. a) outside; inside b) outside; online c) inside; outside d) technical-support people; inside e) outside; sales assistants

a) outside; inside

There are several sequential decisions a marketer needs to make in developing an advertising program. What is the first step in this​ process? Which of the following is not a step correctly identified according to its position in the​ sequence? a) step 2 - determining what the advertising objectives are b) step 1 - determining which communication model to use c) step 3 - determining what the messages are d) step 3 - identifying what the media choices are e) step 2 - determining what the advertising budget is

a) step 2 - determining what the advertising objectives are

To improve the communication process and ensure the message is fully​ communicated, what is advised in the relationship of the sender and the​ receiver? a) there should be experience overlap between the sender and receiver b) mass media shouldn't be used c) all noise must be eliminated d) the feedback should precede the message e) the sender and receiver must be from the same socio-economic class

a) there should be experience overlap between the sender and receiver

Gathering competitive intelligence can cost much money and​ time, so the company must design a​ cost-effective competitive intelligence system.​ Consequently, there are several critical steps to the process. What is the final​ step? a) transmission of relevant information to decision makers b) identification of competitive information needed and the best information sources c) validation and reliability measures of the information d) attacking the competitor's market directly e) collection of information from both the field and published data

a) transmission of relevant information to decision makers

In the​ 1980s, Hertz had over​ 35% of the car rental market at the airport.​ Avis, which undertook a campaign of​ "We're number​ one, but we try​ harder," directly attacking Hertz was not very much bigger than​ National, Alamo, and​ Budget, all of which were about 10dash-​15% of the total airport market. Enterprise at that time had a small​ share, less than​ 10% but did not compete in the​ airport/traveler market. Which player is not correctly identified in its​ role? a) Avis - challenger b) Budget - challenger c) National - follower d) Enterprise - niche player e) Hertz - market leader

b) Budget - challenger

Budweiser ran an ad during the Super Bowl in January​ 2012, following​ 9-11, in which the team of Clydesdales hauled the Budweiser​ dray, stood in front of the Hudson River across from the Twin Towers where the World Trade Center had​ stood, and the entire team bowed in respect. This ad style builds ___ around the product or service, such as beauty, love, intrigue, serenity, or pride. a) personality b) a mood or image c) technical expertise d) scientific expertise e) fantasy

b) a mood or image

For most​ companies, the first step in conducting online marketing is to create​ what? a) online videos b) a web site c) email marketing d) blogs e) online advertising

b) a web site

The music​ industry, which controlled the production of all​ records, tapes, and​ CDs, was caught​ off-guard by Apple when it began to sell iTunes at 99 cents a song.​ Today, Apple has the market share in music sales and the music industry suffered from​ what? a) competitive disadvantage b) competitor myopia c) competitor fraud d) competitive intelligence e) strategic grouping

b) competitor myopia

What are marketers called who no longer simply just develop and place TV ads or print ads but instead​ create, inspire, and share brand messages and conversations with and among customers across a fluid mix of​ paid, owned,​ earned, and shared communication​ channels? a) public relations managers b) content marketing managers c) digital marketing managers d) sales managers e) advertising agents

b) content marketing managers

​Coca-Cola has developed a video ad campaign that encompasses several different viewing platforms including​ TV, digital,​ mobile, and social media. What is this approach that combines and integrates multiple media​ options? a) a multi-media ad b) digital video ad convergence c) digital ad fragmentation d) an integrated marketing communication e) content marketing

b) digital video ad convergence

In recent​ years, what are the​ fastest-growing forms of​ marketing? a) segmented and digital marketing b) direct and digital marketing c) multichannel and digital marketing d) targeted and digital marketing e) mass and digital marketing

b) direct and digital marketing

​McDonald's has been running the​ "I'm Lovin'​ it" ad campaign for several years. What part of the communication model is described as the process of putting thought into symbolic meaning and​ words, "I'm​ Lovin' it?" a) response b) encoding c) decoding d) feedback e) noise

b) encoding

In preparing its competitor​ analysis, which one of the following factors would​ Seagram's Whiskey​ ignore? a) all distilled liquors such as tequila, gin, and rum b) food and beverages in all restaurants and bars c) other types of scotches and bourbons, and whiskeys made from a different ingredient d) beer, wine, and distilled alcohol e) Jim Beam and Crown Royal whiskeys

b) food and beverages in all restaurants and bars

The two primary forms of​ DRTV, direct-response TV. One form airs television​ spots, often 60 or 120 seconds in​ length, which persuasively describe a product and give customers a​ toll-free number or an online site for ordering. What is the other option in​ DRTV? a) kiosk marketing b) infomercials c) outbound telemarketing d) junk mailing e) inbound telemarketing

b) infomercials

In recent​ years, there are a host of new digital direct marketing tools. Which of the following is a​ long-established form of direct​ marketing? a) online ads and promotions b) kiosk marketing c) web sites d) mobile marketing e) email

b) kiosk marketing

Firms such as​ Walmart, IKEA, and Zara are at the top of their respective markets in large part because they successfully follow a value discipline of​ ___. a) middle-of-the-roaders b) operational excellence c) product leadership d) customer intimacy e) focus

b) operational excellence

A company that sells turbine​ engines, which are​ custom-designed for each​ location, individually built and​ installed, and cost in excess of several million dollars. Which type of sales force structure is recommended for the​ firm? a) territorial sales force structure b) product sales force structure c) profitability level sales force structure d) market share sales force structure e) customer sales force structure

b) product sales force structure

When the Milk Processor Education Program​ (MilkPEP), known for its successful​ "Got Milk?" campaign in previous​ years, created a campaign to promote the health benefits and boost consumption of chocolate milk through schools and other​ communities, what promotional tool did MilkPEP​ use? a) product placement b) public relations c) advertising d) trade promotion e) consumer promotion

b) public relations

Which promotional tool is the least used of the major tools but has the ability to create a very favorable company image and build consumer awareness and preference at a low​ cost? a) feedback b) public relations c) consumer promotions d) advertising e) trade promotions

b) public relations

Often inside sales staff supports the outside salespeople. What is the role called that provides research and administrative backup for outside​ salespeople? a) online sellers b) sales assistants c) market researchers d) technical sales-support people e) inside salespeople

b) sales assistants

What is the form of online advertising that is the largest portion of all marketing​ expenditures? a) rich media b) search-related ads c) branded community web sites d) online video ads e) online display ads

b) search-related ads

A firm that employs territorial sales force structure can be described by many characteristics. Which task from the following list can the marketer ignore when developing a sales force territory​ structure? a) travel expenses are relatively limited b) the salesperson sells the company's entire line of products or services c) a territorial sales force structure decreases the salesperson's desire to build local customer relationships d) each salesperson has well-defined accountability e) salespersons are assigned to an exclusive territory

c) a territorial sales force structure decreases the salesperson's desire to build local customer relationships

According to Gallup​ research, there are four key talents the best salespeople possess. The sales manager is most likely to avoid hiring a candidate who lacks which of the following​ traits? a) a disciplined work style b) ability to work well alone c) ability to build relationships with customers d) the ability to close a sale e) intrinsic motivation

c) ability to build relationships with customers

To compete successfully and build​ enduring, profitable customer​ relationships, the firm must deliver more value and satisfaction to target customers than competitors do. What is this edge in the market​ called? a) competitor analysis b) competitive marketing strategies c) competitive advantage d) market analysis e) industry analysis

c) competitive advantage

Although there is no prescribed sequence through which a​ firm's marketing strategy and its practice​ evolves, what is the most common​ sequence? a) intrepreneurial marketing, formulated marketing, and entrepreneurial marketing b) entrepreneurial marketing, intrepreneurial marketing, and formulated marketing c) entrepreneurial marketing, formulated marketing, and intrepreneurial marketing d) intrepreneurial marketing, entrepreneurial marketing, and formulated marketing e) formulated marketing, intrepreneurial marketing, and entrepreneurial marketing

c) entrepreneurial marketing, formulated marketing, and intrepreneurial marketing

General Electric sees its competition in​ refrigerators, ovens, and dishwashers as​ Amana, KitchenAid, and Whirlpool. How is GE assessing the​ competition? a) from a geographic or location point of view b) from a product class point of view c) from an industry point of view d) from a price point of view e) from a market point of view

c) from an industry point of view

What is the difference between consumer impressions and consumer​ expressions? a) impressions are the actual number of people who were exposed to the ad, and expressions are the frequency with which the individual viewed the ad b) impressions are the number of comments made by people about the ad, and expressions are the frequency with which the individual is exposed to the ad c) impressions are the actual number of people who were exposed to the ad, and expressions are the number of comments generated by consumers d) impressions are the number of times an individual was exposed to the ad, and expressions are the number of comments generated by consumers e) impressions are the actual number of people who were exposed to the ad, and expressions are the number of people reached by the ad

c) impressions are the actual number of people who were exposed to the ad, and expressions are the number of comments generated by consumers

What is currently considered to be the​ "hottest" element of the market mix given the rapidity with which it​ changes? a) product's design, shape, and color of its package b) pricing c) integrated marketing communications (IMC) d) channel structure e) public relations (PR)

c) integrated marketing communications (IMC)

Which of the following are legitimate characteristics of advertising​ appeals? a) entertaining, believable, and distinctive b) meaningful, entertaining, and branded c) meaningful, believable, and distinctive d) meaningful, believable, and branded e) meaningful, believable, and entertaining

c) meaningful, believable, and distinctive

Which method is not one of the four common methods used to set the total budget for​ advertising? a) percentage-of-sales method b) objective-and-task method c) multi-channel method d) competitive-parity method e) affordable method

c) multi-channel method

There are several categories of digital direct marketing. Which type of marketing includes the use of Web​ sites, online advertising and​ promotions, e-mail​ marketing, online​ video, and​ blogs? a) direct marketing b) social media marketing c) online marketing d) mobile marketing e) multichannel marketing

c) online marketing

The firm needs to assess each​ competitor's objectives. Which of the following objectives is unlikely to be a​ competitor's goal? a) current profitability b) market share growth c) past sales d) technological and service leadership e) cash flow

c) past sales

Managing the sales force involves four key tasks. Which of the following elements can the marketing manager ignore as part of sales force​ management? a) controlling b) analyzing the market c) promoting sales activities d) planning e) implementing

c) promoting sales activities

What is the first step in the selling​ process? a) preapproach b) follow-up c) prospecting d) presentation e) handling objections

c) prospecting

In many selling​ situations, the firm is not simply seeking a sale.​ Rather, it wants to engage the customer over the long haul not in​ short-term transactional selling. The firm seeks to develop​ what? a) prospect b) closing c) relationship d) call plan e) presentation

c) relationship

The Progressive Insurance Ad campaign knows that the average person in the target market is exposed to the message 13 times in 3 months. What does this​ measure? a) reach b) audience c) engagement d) frequency e) media impact

d) frequency

Some customers develop a close relationship with a salesperson. This close relationship may also lead to strong relationships with the​ company, its​ products, the​ firm, and the customer. What is this concept​ called? a) territorial sales force structure b) product sales force structure c) salesperson-owned loyalty d) sales force management e) customer sales force structure

c) salesperson-owned loyalty

In the communication​ process, what are the two parties who are involved in the​ process? a) encoding and decoding b) noise and feedback c) sender and receiver d) message and media e) response and feedback

c) sender and receiver

How should a marketing manager begin the process of auditing the communication​ process? a) assess the budget allocation b) identify the TV viewing the consumer does c) understand the level of noise in the communication channel d) analyze all of the touch points e) determine what magazines and newspapers the consumer reads

d) analyze all of the touch points

The movie Castaways was written to have the main character work for FedEx and end up on an island in a FedEx plane crash. His only​ "companion" was a volleyball made by Wilson sporting goods. Wilson became the​ survivor's sole companion and included getting a face drawn on him. What category does this tactic​ exemplify? a) message strategy b) shoppertainment c) advertainment d) branded entertainment e) creative concept

d) branded entertainment

Which aspect of the market should a company focus on so that it is not too heavily oriented in one direction and not paying attention to the entire​ market? a) companies should be competitor-centered b) companies should be customer-centered c) companies should be quality-centered and price-centered d) companies should be market-centered e) companies should be geographically centered

d) companies should be market-centered

​McDonald's, which has​ 38% of the​ fast-food market​ share, sets its monthly promotional budget in the United States at​ $22M. Wendy's has​ 15% of the​ fast-food market share and allocates​ $19M to its promotional budget. What method is​ Wendy's using to determine the​ budget? a) affordable method b) pull method c) percentage-of-sales method d) competitive-parity method e) objective-and-task method

d) competitive-parity method

In a strategic​ group, there are elements of delivering customer value that the competitor needs to identify fully. Which element is outside the range of competitive​ assessment, but that the firm might want know about the​ competition? a) advertising, sales promotion, and online and social media programs b) competitors' product quality, features, and mix c) pricing policy d) employee recruiting and training practices e) research and development (R&D)

d) employee recruiting and training practices

Which of the following is considered a traditional form of direct​ marketing? a) website marketing b) online catalog marketing c) social media marketing d) face-to-face selling e) mobile marketing

d) face-to-face selling

According to​ Porter, there are essentially three successful competitive strategies a firm can pursue in the marketplace. The firm is advised to follow a very clear strategy of either overall cost​ leadership, differentiation, or​ ___. a) product leadership strategy b) middle-of-the-roader strategy c) customer intimacy strategy d) focus strategy e) operational excellence strategy

d) focus strategy

To deliver a clear and compelling​ message, each tool of the promotional mix must be fully coordinated with what​ concept? a) advertising b) public relations (PR) c) sales promotion d) integrated marketing communications (IMC) e) direct and digital marketing

d) integrated marketing communications (IMC)

There are several different objectives that an advertisement might be designed to accomplish in reaching a specified target within a distinct period of time. Which one of the following is an element of consumer behavior and is not directly related to advertising​ objectives? a) persuade b) compare c) inform d) motivate e) remind

d) motivate

Of the five tools that comprise the​ IMC, which is more directed to the channels and less towards the final​ consumer? a) sales promotion b) advertising c) direct and digital marketing d) personal selling e) public relations (PR)

d) personal selling

Sales assistants are employees in the firm who provide support for the outside sales​ force, freeing them to spend more time selling to major accounts and finding new prospects. Which of the following tasks does a sales assistant typically allocate to the technical​ sales-support staff? a) provide research and administrative backup b) answer customers' questions c) follow up on deliveries d) provide technical information and answers to customers' questions e) track down sales leads

d) provide technical information and answers to customers' questions

Order takers might simply answer the phone and enter​ customers' orders. In​ contrast, order getters in the selling process have a much more complicated​ job, which involves creative​ selling, social​ selling, and ___. a) making nonpersonal communications with customers b) developing the appropriate advertising for the target c) profits taking d) relationship building e) pulling products through the channels of distribution

d) relationship building

Of the five tools that comprise the​ IMC, which is typically designed to achieve​ short-term goals? a) public relations b) direct and digital marketing c) advertising d) sales promotions e) personal selling

d) sales promotions

Sales promotion tools are used by most​ organizations, including​ manufacturers, distributors,​ retailers, and​ not-for-profit institutions. Which of the following entities is typically outside the realm of the sales promotion​ targets? a) business customers b) members of the sales force c) final buyers d) suppliers e) retailers and wholesalers

d) suppliers

Although advertising is used mostly by business​ firms, a wide range of​ not-for-profit organizations,​ professionals, and social agencies also use advertising to promote their causes to various target publics. The​ forty-ninth largest advertising spender is what​ organization? a) Philip Morris Tobacco b) the UPS c) Coca-Cola Corporation d) the U.S. government e) Procter and Gamble

d) the U.S. government

In the dynamic arena of IMC​ decisions, the marketing manager must respond to many recent changes in the marketplace. Which of the following is currently an issue with which marketers must​ deal? a) the existence of more unified markets b) a fairly static set of digital market conditions c) the existence of more focused markets d) the existence of more fragmented markets e) more confused consumers

d) the existence of more fragmented markets

Like traditional​ word-of-mouth communication, social media marketing can present some challenges. In what ways is it similar to the problems a marketer has in managing​ word-of-mouth communication? a) it can drive customers to the physical facility b) it is very expensive to use c) it can be used to create brand community d) the marketer does not have great control over it e) it requires very little effort on the marketer's part

d) the marketer does not have great control over it

The key to a successful Web site is to create enough​ ___ in order to get consumers to come to the​ site, stick​ around, and come back again. a) action and movement b) discount prices c) sales promotion d) value and engagement e) variety of product

d) value and engagement

As part of the competitive analysis​ process, a firm might compare itself against other​ firms, comparing the​ company's products and processes to those of competitors or leading firms in other industries to identify best practices and find ways to improve quality and performance. What is this process​ called? a) performance analysis b) SWOT analysis c) competitive intelligence d) market differentiation e) benchmarking

e) benchmarking

Ford Mustang hosts a site with a lot of​ information, videos,​ blogs, and games about the​ Mustang, but customers cannot buy anything directly on the site. What is this online Mustang site​ called? a) rich media b) blog c) online video ad d) online display ad e) branded community website

e) branded community website

Marketers use several public relations tools. Which one of the following tools is used in the realm of marketing and not​ PR? a) public service activities b) corporate identity materials c) special events d) written materials e) contests and sweepstakes

e) contests and sweepstakes

A print ad for a new BMW model​ says, "More powerful than Big​ Bertha," has a picture of the​ car, and has two brief paragraphs describing the​ car's power sources. What are the two paragraphs​ called? a) illustration b) tone c) format d) headline e) copy

e) copy

Bloomingdales' sends monthly mailers and brochures announcing new fashions as well as sales to its credit card holders. What form of direct marketing is the firm​ using? a) catalog marketing b) direct-response television (DRTV) marketing c) telemarketing d) kiosk marketing e) direct-mail marketing

e) direct-mail marketing

As Amazon has expanded from selling books to an extensive range of​ products, including​ food, and it has created the Kindle and Fire to deliver electronic books to​ readers, it now sees its competition from which point of​ view? a) from a product class point of view b) from an industry point of view c) from a product class point of view d) from a benefit point of view e) from a market point of view

e) from a market point of view

Although​ advertising, particularly TV​ advertising, is very​ expensive, there are distinct advantages to using it as a promotional tool. Why does the IMC manager use TV​ advertising? a) it makes the brands seem more available to buyers b) the message communicated is directed c) the message is presented consistently for 30 days for one fee d) it has a small but well-targeted reach at a low cost per exposure e) it has a large reach at a low cost per exposure

e) it has a large reach at a low cost per exposure

Some industry experts predict that the traditional​ mass-media communication model will become obsolete for all of the following reason but one. Which of the following is driving IMC decisions away from the​ mass-communication model? a) growing mass-media audiences b) less ad clutter c) less control of message exposure by viewers d) lower prices in mass-media costs e) mass-media cost increases

e) mass-media cost increases

​Firms, such as​ Staples, Walmart, and​ Macy's, are increasing their share of online sales as a percentage of total sales. In which type of marketing are these firms​ engaging? a) social media marketing b) direct marketing c) trade marketing d) internet marketing e) multichannel marketing

e) multichannel marketing

What is the​ fastest-growing trend in​ sales? a) use of sales staff supervision b) commission-only sales compensation c) sellers have increased control over consumers d) consumers buying in bricks and mortar stores e) social selling

e) social selling

There are many reasons that firms spend the money and efforts to participate in trade shows. Which of the following is distinctly a disadvantage of being an exhibitor in trade​ shows? a) to educate customers with publications b) to provide opportunities to contact customers c) to introduce new products d) to provide opportunities to find new sales leads e) to economize on costs

e) to economize on costs