Marketing Exam 2 Strunk
What potential risk do marketers incur by using richer but more fragmented media and promotional mixes?
A communications hodgepodge for consumers
Which of the following identifies a change in the technological environment that could affect the success of a business?
A company develops a new battery that lasts twice as long as its predecessor.
Proactive businesses often take aggressive actions to affect consumers and the forces in their marketing environments. Which of the following does NOT depict a proactive company?
A local restaurant refusing to counter false allegations of salmonella
_________ direct(s) its marketing activities (primarily advertising, consumer promotion, and direct and digital media) toward final consumers to induce them to buy the product.
A pull strategy
In which of the following does a producer direct marketing activities (primarily personal selling and trade promotion) toward channel members?
A push strategy
Which of the following is an example of vertical channel conflict?
A retailer complaining about receiving damaged electronics goods from a wholesaler
Americans are a mobile people, with about 9 percent of all U.S. residents moving each year. Which population trend does this describe?
A shift from rural to metropolitan areas
Channels often involve long-term commitments, and companies have many alternatives. What type of criteria should be used if the company wants to keep the channel flexible so that it can respond to environmental changes?
Adaptability criteria
Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this represent?
Administered VMS
is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Advertising
Which of the following describes layers of intermediaries performing some of the work to bring the product and its ownership closer to the final buyer?
Channel levels
The franchise organization is associated with which type of marketing system?
Contractual VMS
A wedding services company changes its marketing strategy to reflect the fact that more LGBTQ (lesbian/gay/bisexual/transgender/queer) marriages are taking place. The company is offering a broader range of ceremonies that cater to this market. Which of the following environments must this wedding company analyze?
Cultural
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function?
Development
What is the overall goal when retailers choose their product assortment?
Differentiate the retailer while matching target shoppers' expectations
________ let retailers personalize offers to individual customers with carefully targeted messages.
Digital promotions
Information can be shared and managed in many ways, but most sharing takes place through ________.
EDI (Electronic Data Interchange)
__________ is a retailing technique of carefully orchestrating the store's layout and displays, background music, colors, and smells.
Experiential retailing
________ are the objectives of business promotions.
Generating business leads, stimulating purchases, rewarding customers, and motivating salespeople
Which is now the largest generation alive in the United States?
Generation Z
Which of the following recognizes that improved logistics mandates teamwork across the company and the entire supply chain?
Integrated supply chain management
Which type of distribution strategy involves stocking the product in as many outlets as possible?
Intensive
The first generation to come of age in a world filled with computers, mobile phones, and online social media, ________ embrace(s) technology as a way of life.
It has become more diverse, better educated, and more mobile.
Producers of a strong brand sometimes sell it to dealers only if the dealers will take some or all of the rest of its line. This is known as full-line forcing. Which of the following statements is true regarding full-line forcing?
It may or may not be legal.
The Great Recession of 2008-2009 had a profound effect on the economy and consumers. Of the following, which represents one of the major consumer trends resulting from the Great Recession?
It turned free-spending consumers into value-seeking ones.
The demographic, economic, natural, technological, political, and cultural forces that affect a company's ability to serve its customers make up which of the following?
Macroenvironment
Through which channel function do wholesalers improve store layouts and displays?
Management services and advice
Which statement regarding cultural values is true?
Marketers have little chance of changing core values.
Which of the following is a reason that producers use marketing channels and channel intermediaries?
Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.
Which of the following types of wholesalers are independently owned businesses that take title to all merchandise handled?
Merchant wholesalers
A salesperson standing behind the counter at a department store is fulfilling which selling function?
Order taker
_________ software systems enable companies to coordinate their whole-channel marketing efforts.
Partner relationship management
advertising is used when a company is attempting to build brand preference and prompt customers to purchase now.
Persuasive
Which of the following is NOT a common trade promotion tool?
Price packs
Beverly's Burgers came under fire recently when allegations were made that its veggie burgers were actually made with beef. To counter the claims, the restaurant called in a company to test not only its veggie burgers, but also the rest of its vegetarian options to prove they lacked meat. The results were displayed publicly on the restaurant's Facebook page. What BEST describes Beverly's Burgers' response to the allegations?
Proactive
Which of the following BEST describes a company's efforts to engage customers, persuasively communicate customer value, and build customer relationships?
Promotion mix
Which type of wholesaler sends delivery trucks to stores, where the delivery people set up toys, paperbacks, hardware items, health and beauty aids, or other items?
Rack jobbers
Which consumer promotion tool is like coupons, except that the price reduction occurs after the purchase rather than at the retail outlet?
Rebates
Which of the following describes the activities that play an important role in connecting brands to consumers in the final phases of the buying process?
Retailing
_________ entails managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers.
Supply chain management
Chicago's Best Pizzeria has been operating on the north side of Chicago for more than 30 years. Its target market includes young urban professionals who want new-style organic pizzas with exotic ingredients. However, in recent years, the population in the pizzeria's neighborhood has been shifting, and now fewer young urban professionals live there. The population has grown older and wants traditional pizza, not pizza with exotic ingredients. Which of the following identifies the pizzeria's BEST response to this situation?
Target a new market with a different product.
Which of the following statements about sales promotions is correct?
The heavy use of sales promotions has resulted in promotion clutter.
How does the microenvironment of a company differ from its macroenvironment?
The microenvironment deals with the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
Which environment shows trends including shortages of certain raw materials, higher pollution levels, and more government intervention?
The natural environment
Which of the following indicates the length of a channel?
The number of intermediary levels in the channel
Macy's, Kohl's, and JCPenney practice a retailing pricing strategy called "high-low pricing." Which of the following correctly describes high-low pricing?
The retailer charges higher prices on an everyday basis, coupled with frequent sales and other price promotions.
Which of the following is true regarding omni-channel buyers?
They shift easily across online and in-store channels.
What is the goal of advertising?
To help move consumers through the buying process
Which of the following are used to persuade resellers to carry a brand, give it shelf space, and promote it in advertising?
Trade promotions
Of the following, which most closely describes the method by which companies engage and create benefits for their customers?
Value delivery network
In terms of multimodal transportation, the term fishyback refers to the use of which types of transportation?
Water and trucks
Nguyen's Sporting Goods is having difficulty obtaining the credit it needs to expand. What should the company do in order to improve its financial situation?
Work out a plan with its financial intermediaries
The four elements of a compensation plan for salespeople are __________.
a fixed amount, a variable amount, expenses, and fringe benefits
Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that __________.
companies fail to integrate their various communication channels
Sherwin-Williams sells its paint and other branded products exclusively through company-owned retail stores. Sherwin-Williams has established a(n) _________.
corporate VMS
The key to good omni-channel marketing is ________.
creating that critical seamless, anywhere, anytime, omni-channel shopping experience that today's customers seek
The ________ environment consists of institutions and other forces that affect a society's basic values, perceptions, preferences, and behaviors.
cultural
The goal of integrated marketing communications is to
deliver clear, consistent, and compelling messages about the organization and its brands
After segmenting and defining their target markets, retailers must then decide ________.
how they will differentiate and position themselves
The goal of a push strategy is to
induce channel members to carry and promote the product
Correcting false impressions and suggesting new uses for a product are objectives associated with ________ advertising.
informative
The retail marketing mix is made up of the product and services assortment, price, promotion, and ________.
location
P&G sales reps are integrated into Customer Business Development (CBD) teams. Each CBD team is assigned to a major P&G customer, such as Walmart, Safeway, or CVS Health. P&G has adopted a ________ sales force structure.
market
The massive shift in how and where people buy calls for _________.
massive shifts in how store retailers operate
Environmental sustainability means ________.
meeting present needs without compromising the ability of future generations to meet their needs
One of the primary advantages of marketing logistics is _________.
potentially high cost savings and improved customer satisfaction
One consumer promotion tool is _______, which are goods offered either free or at low cost as an incentive to buy a product.
premiums
The first step in the selling process is ________.
prospecting
The third purpose of government regulation is to __________.
protect the interests of society against unrestrained business practices
Stories, sponsorships, events, and webpages are promotional tools used in ________.
public relations
In the context of advertising media, ________ 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.
reach
Before meeting and greeting a buyer, a salesperson should ________.
research the buyer to prepare for the meeting
When a company uses more than one but fewer than all of the intermediaries who are willing to carry a company's products it is engaging in ________ distribution.
selective
By performing the channel function of ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost.
selling and promoting
A direct marketing channel ________.
sells directly to the consumer
Focusing the entire marketing process toward turning potential consumers into buyers as they approach the point of sale is known as ________.
shopper marketing
REI, Williams-Sonoma, and LensCrafters are examples of ________, stores that carry a narrow product line with a deep assortment.
specialty stores
More than a territory, compensation, and training, new salespeople need ________.
supervision and motivation
When setting marketing channel objectives, companies should state the objective in terms of ________.
targeted levels of customer service
During the presentation step in the personal selling process, the salesperson should ________.
tell the buyer a "value story"
The structure decision is simple if the company sells only one product line to one industry with customers in many locations. In that case the company would use a ________ sales force structure.
territorial
Justin, Inc., a U.S.-based watch manufacturer, sells its products in China, Russia, France, and India. To manage sales, Justin appoints a number of sales representatives to each location. Justin has adopted a ________ sales force structure.
territorial
When the company has defined its channel objectives, it should next identify its major channel alternatives in terms of the types of intermediaries, the number of intermediaries, and __________.
the responsibilities of channel members
Exclusive dealing occurs when ________.
the seller requires that exclusive dealers not handle competitors' products
Firms spend ________ on personal selling as they do on advertising.
up to three times as much
A(n) _______ consists of producers, wholesalers, and retailers acting as a unified system.
vertical marketing system
To set its sales force size, a company can first group accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the ________ approach.
workload
As companies become more market-centered, a customer-focused sales force _________.
works to produce both customer satisfaction and company profit
To exercise social responsibility, many companies are linking themselves to what type of marketing?
Cause-related
Which budgeting method involves setting a company's promotion budget to match the standard outlays for the industry?
Competitive-parity method
Successful retailers of the future must adopt which type of buying experience that is both seamless and integrates multiple types of media?
Omni-channel marketing
It's time for the Super Bowl, and the end-of-the-aisle displays at the supermarket feature chips, dips, and soft drinks. What type of sales promotion tool is this?
Point-of-purchase
Tina's Tunes is a music store that has been selling CDs for 20 years. Throughout the last six years, sales have continuously declined and profits have almost completely disappeared. The owner of Tina's Tunes believes resurgence is likely to happen soon and wants to continue business as usual. What is likely to happen to Tina's Tunes?
Tina's Tunes is likely to fail because it is ignoring the technological environment.
The goal of logistics is to provide a targeted level of service at the least or lowest possible cost. To achieve this goal, which of the following are logistical functional areas?
Warehousing, inventory management, transportation, and logistics information management
The seven-step selling process takes a __________ approach to selling. In other words, its aim is to help salespeople close a specific sale with a customer.
transaction-oriented
