marketing 3

Which of the following is a benefit of using blogs as marketing tools for companies?

Blogs can offer a fresh, original, personal, and cheap way to enter into consumer conversations.

T/F-Branded community Web sites are designed to present brand content that engages consumers and builds closer customer relationships rather than to sell the company's products directly.

True

T/F-Discount stores sell standard merchandise at lower prices by accepting lower margins and selling higher volume

True

T/F-Disintermediation occurs when product or service producers cut out intermediaries and go directly to final buyers, or when radically new types of channel intermediaries displace traditional ones.

True

T/F-During the presentation step of the selling process, the salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems.

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-Marketing channel design calls for analyzing consumer needs, setting channel objectives, identifying major channel alternatives, and evaluating those alternatives.

True

T/F-The percentage-of-sales budget method wrongly views sales as the cause of promotion rather than as the result.

True

Consumers' names and additional information likely become part of ________ whenever they enter a sweepstakes, apply for a credit card, visit a Web site, or send a tweet.

a company's database

Which of the following is the most effective—but most expensive—way to introduce a new product or create new excitement for an existing one?

sampling

Which of the following best describes permission-based e-mail marketing?

sending e-mail pitches only to customers who "opt-in"

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

frequency

Atlas Imports and Exports sells products directly to consumers via the Atlas Web site, and through local retailers as well. What type of distribution system is this?

horizontal marketing system

A key advantage of using a sales force automation system is that it:

improves customer service

Today, several companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

integrated marketing communications

Whitelight sells its toothpastes in many convenience stores across the country. This is an example of what type of distribution?

intensive

___ involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet customer requirements at a profit.

marketing logistics

Which of the following statements is true of viral marketing?

Because customers find and pass along the message, viral marketing can be very inexpensive.

Home Depot and PetSmart are examples of __

Category Killers

What type of business organization sells standard merchandise at lower prices by accepting lower margins and selling higher volume?

Discount Stores

________ consists of strong short-term incentives that invite and reward quick responses from customers.

sales promotion

T/F- Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.

False

T/F- In contrast to distribution centers, storage warehouses are designed to move goods rather than just house them.

False

T/F- Marketers drive traffic to the company Web sites solely through using other online and digital marketing tools.

False

T/F- Online-only companies are more successful than multichannel marketing companies.

False

T/F- Reach is a measure of how many times the average person in the target market is exposed to the message.

False

T/F- Sales promotion consists of long-term incentives to encourage the purchase of a product or service.

False

T/F- Sales promotion involves building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

False

T/F- Under the strategy of intensive distribution, the producer gives only a limited number of dealers the exclusive right to distribute its products in their territories.

False

T/F-Off-price retailers pay regular wholesale prices for their merchandise but maintain low prices by accepting lower margins and selling higher volume.

False

T/F-Wholesaling includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.

False

TF-Retailers first must position themselves in a market and then decide how they will define the target customers in these markets.

False

At Neiman Marcus, a first-class department store, customers shop for high-end products and they are assisted in every phase of the shopping process. What type of retailer is Neiman Marcus?

Full-service retailer

Eric Brown is a human resource manager in a company that manufactures and sells personal computers. If his objective is to minimize training costs post recruitment, who among the following is Eric most likely to hire as a salesperson?

Melissa, a proven salesperson from a competing firm

In most cases, what is the most expensive promotion tool to utilize?

Personal Selling

Daizy's is a shop that carries only plus-size clothing. According to this information, Daizy's differentiates itself from its competitors based on ___

Product assortment

T/F- New communications technologies such as cell phones and the Internet give companies new media for interacting with targeted consumers, but these new technologies also give consumers more control over the advertising messages they receive.

True

T/F- Social media marketing can be inexpensive for companies to use.

True

John Deere does very little promoting of its lawn mowers and garden tractors to final consumers. Instead, John Deere's sales force works with Lowe's, Home Depot, independent dealers, and other channel members, who in turn sell John Deere products to final consumers. According to this information, which of the following promotion mix strategies is being used by John Deere?

Push Strategy

Which of the following is an example of an indirect marketing channel?

Rhonda's Rental, which rents cars to people for the day

Which of the following would most likely improve coordination between marketing and sales?

Salespeople should participate in marketing planning sessions by sharing firsthand customer knowledge.

T/F- The inside sales force consists of salespeople who conduct business from their offices via telephone, the Internet, or visits from buyers.

True

T/F- The purpose of advertising is to get consumers to think about or react to the product or company in a certain way.

True

Which term refers to looking at merchandise at a traditional store and then purchasing the merchandise online?

Showrooming

GameStop sells only video games and systems, offering a narrow product line with a deep assortment within that line. What type of retail store is GameStop?

Specialty Store

What types of retailers can be said to be flourishing today due to the increased use of market segmentation and market targeting?

Specialty Stores

Which type of store is much larger than regular supermarkets and offers a large assortment of routinely purchased food products, nonfood items, and services?

Superstore

A company's total marketing communications mix consists of a blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

The promotion mix

T/F- A pulsing schedule involves scheduling ads unevenly over a given time period.

True

T/F- Agencies bring an outside point of view to solving a company's problems, along with lots of experience from working with different clients and situations.

True

T/F- Business promotions are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.

True

T/F- Digital catalogs eliminate printing and mailing costs.

True

T/F- Direct marketing includes catalogs, direct-response TV, kiosks, the Internet, and mobile marketing.

True

T/F- If a "pull strategy" is effective, then consumers will demand the product from channel members, who will in turn demand it from producers.

True

T/F- If a company has numerous and complex products, it can adopt a product sales force structure in which the sales force specializes along product lines.

True

T/F- In conventional distribution channels, channel members each seek to maximize their own profits.

True

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

advertising

Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n) ________.

branded community web site

Product placement in television programs and movies is an example of ________.

branded entertainment

The six stages consumers normally pass through on their way to making a purchase are known as the ________ stages.

buyer-readiness

Which of the following types of advertising will most likely result in an advertising war?

comparative advertising

McDonald's, Subway, and Jiffy Lube are all examples of ___

franchies

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

corporate identity materials

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

customer benefits

Avon Cosmetics sells cosmetics via neighborhood-based, door-to-door salespeople. What type of marketing channel does Avon use?

direct

SparkClean is a company that specializes in producing cleaning products for automobiles. In order to promote its products, SparkClean sends a complimentary sample of its products to auto enthusiasts. Which form of marketing is SparkClean involved in?

direct-mail marketing

Which of the following terms refers to the wholesalers and retailers that together form a vital link between manufacturers and their customers?

downstream partners

Companies such as Amazon.com and Expedia.com that sell products and services directly to final buyers exclusively over the Internet are known as ________.

e-tailers

Blue Fizz Inc. sponsors every race that takes place at the Sears Racing Track in Orange County, California. The high-octane racing at Sears is perfect for Blue Fizz to sell its energy drinks and to establish the desired brand image of the company. Which type of promotion is evident here?

event marketing

What type of store is known for carrying a deep assortment of some particular types of products, offering knowledgeable staff, and can be viewed as a giant specialty store?

factory outlet

Trade shows most likely help companies to __

find new sales leads

Shifting away from mass marketing, marketers are developing ________ which are designed to build closer relationships with customers in more narrowly defined micromarkets.

focused marketing programs

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

mobile marketing

Which budgeting method entails defining specific promotion goals, determining the necessary tasks, and estimating the costs to determine a promotion budget?

objective-and-task method

________ becomes more important as competition increases. With this type of advertising, a company's objective is to build selective demand.

persuasive advertising

Capitalizing on a customer's complaints about the previous detergents she has used, Sheila, a salesperson, explains to the customer why her company's detergent Swish is better and how it can be a one-stop solution for everyday washing. What stage of the sales process is Sheila demonstrating?

presentation

Which of the following is the first step in the personal selling process?

prospecting and qualifying

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?

public relations

Which of the following promotion tools involves building up a positive corporate image and handling unfavorable stories and events?

public relations

During the prospecting stage, a salesperson needs to identify the good leads and screen out the poor ones. What is the process used for doing this known as?

qualifying

Which of the following is a challenge of marketing through online social networks?

results are hard to measure

Several compensation plans are available to reward and motivate Reliable Tool's salespeople. Since generating new leads and new business can both be goals for the sales force, which compensation plan approach is most likely to motivate and direct the salespeople in that direction?

salary, commission, and bonus

Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of ____

sales promotion

A large retailer of home improvement and construction products offers "how-to" classes for do-it-yourselfers, featuring instructions on how to complete home improvement projects using products sold at its stores. What is this retailer using to differentiate itself?

services mix

News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals.

special events

TRUSTe, a nonprofit self-regulatory organization, works with other companies to audit online privacy and security measures. It lends its TRUSTe privacy seal to all the following communication channels that meet its privacy and security standards EXCEPT ________.

telemarketing

You want to advertise your new product. You want good mass market coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

television

In which sales system is each salesperson is assigned to an exclusive geographic area and charged to sell the company's full line of products or services to all customers in that region?

territorial sales force structure

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.

the same brand message, look, and feel

A ________ is made up of the company, suppliers, distributors, and customers who partner to improve the performance of the entire system.

value delivery network