Final Marketing

If a firm currently produces 2,500 products per month and decides to produce 2,501, it will incur

A marginal cost

JCPenney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JCPenney is practicing

Addressability

Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the

Advertising platform

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

Advocacy

If Stonefield School Furniture Company provides standard primary school chairs in new colors to match the interiors of schools, this modification is most likely to be viewed as a(n) ____ modification.

Aesthetic

The supply chain includes

All entities that facilitate product distribution

One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses

Application (apps)

Which of the following is always used to determine the classification of a good?

Buyers intent for using the product

Which of the following is not a business product?

Calculators bought to help individuals complete their personal federal income tax forms

Stacey's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Stacey's method of approach is known as

Cold canvass

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as

Comparative

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.

Competition-matching

Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called

Competitive

One disadvantage of test marketing a new product is that

Competitors may copy the product

____ involves the use of digital networks to provide linkages between information providers and users.

Connectivity

The ability of a product to provide the same level of quality over time is called

Consistency

Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's

Credibility

Nordstrom, Macy's, and JCPenney are all considered

Department stores

When establishing prices, a marketer's first step is to

Develop pricing objectives

The fact that senior citizens are charged a lower price at movie theaters than younger adults is an example of ____ pricing.

Differential

____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers.

Digital marketing

Self-service, general merchandise stores such as Kmart are known as

Discount stores

For most firms in the United States, demand curves are

Downward sloping

Cheyenne calls to see if her customer's new hardwood floors were installed correctly

During the follow-up step

Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing.

Electronic marketing

Which of the following is not a stage in the buyer's product adoption process?

Exploration

By locating in the same general vicinity as other car dealerships, Hartfield Honda can

Facilitate comparison shopping

Commentators are people who comment on blogs or post ratings and reviews. (T/F)

False

It is unusual for consumers to be members of several social networking sites at once. (T/F)

False

The final stage of the selling process is

Follow-up

Supermarkets, discount stores, and hypermarkets can all be classified as

General merchandise retailers

To expand the number of its retail outlets in the Washington, D.C. area, Whole Foods bought out a small chain of organic food stores in northern Virginia. This type of integration is called

Horizontal

A(n) ____ is a concept, philosophy, or image.

Idea

Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an example of which type of business product?

Installations

Parisian Dry Cleaners airs a series of radio ads that claim, "We are the fastest dry cleaners in town." This campaign would best be described as ____ advertising.

Institutional

When Busch Light Beer was introduced as part of the Anheuser-Busch product line, the company most likely used ____ distribution.

Intensive

____ allows customers to express their needs and wants directly to a company in response to its marketing communications.

Interactivity

While Alec's grandfather still prefers using a land line, he just bought his first cell phone. Alec's grandfather is most likely oriented toward the past and is a member of the ____ group.

Laggards

The best advice for recruiting and selecting salespeople for one's organization would be

Make recruitment a continuous activity aimed at seeking out the best applicants

Recognition and recall tests are posttest methods based on

Memory

Assisting the producer's customers in selling to those customers is the major purpose of which type of salesperson?

Missionary salesperson

Price is considered to be the variable in the marketing mix that is

Most flexible

Dylan is a sales person for Whole Foods. In his position, he is primarily responsible for seeking repeat sales. Dylan is most likely a(n)

Order taker

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called

Personal selling

Marketing channels create four types of utility for consumers including

Place, time, possession, and form

____ are free online publicity that helps the company.

Positive customer reviews

Isabella is a product manager for The Container Store, a retailer of plastic bins and other storage containers. Sales have been declining in the past nine months and her management team is pressuring her to compete based on price discounts. However, Isabella is aware of the dangers associated with engaging in price competition. She knows that competitors can also change prices quickly and aggressively, which can result in a(n) ____ that will be harmful to both companies.

Price war

Products used directly in the production of a final product but are not easily identifiable are categorized as

Process materials

Large retailers such as J.C. Penney's and Target are most likely to participate in which of the following channels?

Producer, retailers, consumers

Marketers begin to make decisions about labeling, packaging, branding, pricing, and promotion during

Product development

If an organization sets prices to recover research and development expenses and establish a premium quality image for its product, it would be using a ____ pricing objective.

Product quality

Westin Hotels, Inc. has an objective of achieving a 25 percent return from its overall sales. This is an example of a ____ pricing objective.

Profit

Which of the following types of product modifications inevitably tend to cause firms to reduce costs in some of the organization?

Quality

Supply chains for durable goods typically begin at _____ and end at _____.

Raw materials; the customer

Digital media such as blogs allow marketers to interact with prospective customers in

Real time

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

Reminder

Kate owns a refreshment-stand business at the community ballpark. She goes to a warehouse store like Sam's and purchases snacks and canned soda that she will sell at her refreshment stand. Kate is considered a(n)

Retailer

Often, a new product is launched in stages during commercialization. This gradual introduction of the product is known as

Roll-out

The salesperson must attract and hold the prospect's attention, stimulate interest, and spark a desire for the product during the

Sales presentation

The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of

Salespeople

Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ____ products.

Shopping

When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a

Storyboard

Which type of retail outlet can have up to 200,000 square feet?

Superstores

The Office Place is an office supplies company who has just adjusted its price levels so that it can increase its sales volume to match its expenses. The Office Place is most likely employing a(n) ____ objective.

Survival

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends.

Their information searches

Why are line extensions more common than new products?

They are expensive and lower-risk

The type of retail location that is commonly being preserved and revitalized in many cities is the

Traditional business district

When a salesperson asks the customer to buy the product several times throughout the sales presentation in an effort to uncover hidden objections, it is called

Trial closing

Attempts to deceive consumers into releasing personal information online is referred to as online fraud. (T/F)

True

Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator. (T/F)

True

The majority of online shoppers read ratings and reviews to aid in their purchasing decisions. (T/F)

True

Why should a benchmark statement be included in advertising objectives?

Without a reference point, it is difficult to determine to what degree objectives have been accomplished.

The effectiveness of an advertising campaign can be measured

before, during, and after the campaign through the use of pretests, inquiries, and posttests.

A marketer that wanted to include detailed information in advertisements would most likely use

magazines

A consumer jury is a

panel of existing or potential buyers of the advertised product brought together to pretest an advertising message

Reinforcement advertising is primarily targeted at

the current users of a particular product

Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each type of media has both benefits and disadvantages. She is considering the Internet as a form of media. Which of the following is NOT a disadvantage of the Internet as a promotional medium?

the message must be short and simple

Order processing is defined as

the receipt and transmission of sales order information

Price is...

the value that is exchanged for products in a marketing transaction.

Retailing is best characterized as

transactions in which the buyer intends to consume the product through personal, family, or household use