Marketing Exam Review

What is one of the main advantages corporate chains have over other organizational approaches?

Ability to purchase bulk quantities at discounted rates

Communication through a telephone call is considered a part of a(n) ________ communication channel.

personal

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

public relations

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

remind

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

sales promotion.

Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments?

magazines

Which of the following best describes the difference between reach and frequency in advertising?

Reach is how many people see the ad; frequency is how often they see it.

Brands in a market with many competitors and high advertising clutter must ________.

be advertised more heavily to be noticed in the marketplace

Which of the following is an objective of informative advertising?

communicate customer value

it is essential for companies to ____________ across advertisements, website content, email communication, and personal selling efforts in order to develop integrated marketing communications within a company.

convey a unified message.

Sears, Target, and Kroger are examples of ________.

corporate chains

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

informative advertising

Which of the following is a reason for the rapid growth of sales promotions?

Which of the following is a reason for the rapid growth of sales promotions?

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

advertising

After successfully overcoming a potential customer's objection to buying the vacuum cleaner he was selling, Terrence, a salesperson, asked the customer for an order. Terrence is in the ________ stage of the selling process. Group of answer choices

closing

Kevin is a salesperson working for a company that manufactures gardening tools. He is involved in door-to-door sales and travels every day to call on customers. In his company, Kevin is most likely a part of the ________.

outside sales force

In preparation for her first meeting with a prospective customer, Jennifer Mitchell, a sales representative at Metro Electronics, a Denver-based manufacturer of electronic gadgets, is actively researching information about the prospect and their organization. At what stage of the personal selling process is Jennifer currently involved? Group of answer choices

preapproach

Responding to the customer's concerns about previous home security systems, Emily, a salesperson, is currently highlighting the features of her company's security solution, Guardian Shield. She's explaining how it provides comprehensive protection for everyday security needs. At what stage of the selling process is Emily?

presentation

A product in the maturity stage will most likely require ________ advertising.

reminder

In the ________ stage of the selling process, a company first identifies qualified potential customers.

prospecting

Which of the following helps companies in setting sales force size?

workload approach

Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.

reminder

What is one key effect of the digital shift from information asymmetry to information symmetry in the buyer-seller dynamic?

Buyers now have higher expectations and engage with salespeople later in the buying process.

At GlobalTech Innovations, a technology consulting and software solutions provider, most sales representatives operate from the central office, managing customer inquiries and sales remotely. They assist the outside sales team by providing technical expertise and administrative support. What type of sales team structure does this describe?

Inside sales team

A company wants to improve its relationships with shareholders and individuals in the financial community. Which public relations activity should it focus on?

Investor relations

___________ is especially important in competitive contexts and has the goal to convince customers to choose your company's product over competitor's products.

Persuasive advertising

Which of the following is true about the sales force of a company?

Salespeople represent customers to the company and manage the buyer-seller relationship.

TechFix Solutions allows independent business owners to operate repair shops under its brand, following specific guidelines and benefiting from the company's established processes and support. What type of marketing system does this represent

A franchise organization.

At its most basic form, a marketing channel consists of the producer and the ____

Consumer

Managers at the Imperial Hotel-Chicago complained that the chain's overall image was hurt because Imperial Hotel-Dallas was overcharging guests and providing poor service. The Imperial Hotel was experiencing ________ conflict.

Horizontal

FreshSprings Bottled Water wants to ensure its premium bottled water is available in as many retail outlets as possible, from supermarkets to convenience stores and vending machines. Which distribution strategy is FreshSprings Bottled Water likely using?

Intensive distribution.

Which of the following is true of channel members?

They play specialized roles in the channel.

GreenLeaf Organics, a large supplier of organic foods, is facing tension with its network of grocery store partners. The stores are unhappy with the company's decision to sell directly to consumers through an online platform, which they believe is undercutting their sales. What type of channel conflict does this situation represent?

Vertical conflict.

Which of the following is true of conventional distribution channels?

channel members seek to maximize their own profit

Which of the following is a conventional consumer marketing channel?

producer to wholesaler to retailer to end consumer

The sets of firms that supply companies with the raw materials, components, parts, information, finances, and expertise needed to create products or services are known as ________.

upstream partners.

Conflict that occurs between different levels of the same marketing channel is known as ________ conflict.

vertical

GameStop sells only video games and systems, offering a narrow product line with a deep assortment within that line. GameStop is a(n) ________.

specialty store

Today, ________ are flourishing due to the increased use of market segmentation and market targeting.

specialty stores

What is the primary goal of omni-channel retailing?

Integrating in-store, online, and mobile shopping into a unified experience

Specialty stores carry ________ with ________ within them.

narrow product lines; deep assortments

Which of the following would be considered a service retailer?

restaurants

Which type of retail store typically offers a wide variety of product lines, each organized into separate sections?

Department store

In a TV commercial, a young couple is shown enjoying a beautiful vacation at a beach resort. The ad focuses on the joy and relaxation they experience, with the message emphasizing how this vacation package will create unforgettable memories and strengthen relationships. What type of appeal is primarily used in this commercial?

Emotional Appeal

A commercial for an eco-friendly cleaning product shows how the product is made from natural ingredients, free of harmful chemicals, and safe for the environment. The ad emphasizes how using this product helps protect the planet and promotes responsible consumer behavior. What type of appeal is primarily used in this commercial?

Moral Appeal.

In a commercial for a new laptop, the ad highlights the product's fast processor, long battery life, and competitive pricing. It emphasizes how the laptop can improve productivity, help manage tasks efficiently, and provide excellent value for money. What type of appeal is primarily used in this commercial?

Rational Appeal

What does the "Zero Moment of Truth" (ZMOT) refer to in marketing?

The moment when a consumer researches a product online before buying

Which of the following statements is true regarding today's marketing communications?

Today's consumers are better informed about products and services.

Which of the following is one of the five major promotion tools?

direct marketing.

Home Depot and PetSmart are examples of ________.

category killers