Marketing Final

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

Advertising

Which of the following is most likely a difference between advertising and sales promotion?

Advertising is a sales-directed form of communication, while sales promotions are endorsed as company news.

Which of the following is an effect of the advancement of technology on marketing?

Consumers rely less on marketer-supplied information than in the past.

________ are certificates that save buyers money while they purchase specified products.

Coupons

________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Direct and digital

________ ventures consist of one company collaborating with foreign investors to create a local business in which they share possession and control.

Joint ownership

________ is a method of entering a foreign market by associating with foreign companies to produce or market products or services.

Joint venturing

________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed.

Online display ads

________ consists of creating something new to meet the needs of consumers in a given country.

Product invention

________ use the phone, Internet, and social media to find new leads, learn about customers and their business, or sell and service accounts directly.

Telemarketers and online sellers

Which of the following is a disadvantage of licensing?

The licensor potentially creates a competitor in the form of the licensee.

Which of the following is true of marketing strategies that are being developed in the new marketing communications model?

They are more targeted, social, and engaging.

Which of the following is most likely true about direct and digital marketing?

They provide buyers with anytime, anywhere access to products.

In which of the following cases is a firm employing omni-channel retailing?

Wingate Retail sells its products through e-tailers and hundreds of physical superstores.

Which of the following is an example of a combination of sales promotions and direct marketing?

a company sending an e-mail to a customer about a discount on a product during a holiday season

Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?

a push strategy

Koffee, a brand of instant coffee, gives away a free coffee mug with its logo imprinted on it with every purchase of a 500g packet of its instant coffee powder.

advertising specialties

Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________.

branded community Web site

Which of the following is a type of joint venture?

contract manufacturing

Which of the following is the primary purpose of branded community Web sites?

creating customer-product engagement

AirNetwork, a telecommunications company, sponsors a rock concert by a famous band in order to further its brand visibility. This is an example of a(n) ________.

event marketing program

The simplest way to enter a foreign market is through ________.

exporting

An emerging economy is one which ________.

has a rapid growth in manufacturing

Asiana, a fragrance manufacturer located in France, markets its products to the North American and Asian countries through independent distributors. In this case, Asiana has entered into international markets through ________.

indirect exporting

Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, Web site, and business cards. Which technique is being used by Lush Lawns to promote its business?

integrated marketing communications

The Bread Company promotes its brand in new international markets by providing rights to local bakeries and bistros to use its recipes and brand name. In this case, The Bread Company's market-entry strategy is referred to as ________.

licensing

Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?

marketing Web site

Walmart's decision to suspend its planned expansion into India's huge but fragmented retail market due to obstacles put in place by the host nation to protect its mom-and-pop retailers is an example of ________.

nontariff trade barriers

In which step of the selling process does a salesperson learn as much as possible about a prospective customer before making a sales call?

preapproach

GE employs different sales forces within different product and service divisions of its major businesses. For example, within GE Infrastructure, the company has separate sales forces for aviation, energy, transportation, and water processing products and technologies. GE has most likely adopted a ________ sales-force structure.

product

Veggie Delight, a leading manufacturer of frozen vegetarian burgers, has recently entered the Middle East markets. Based on its research, consumers in the Middle East prefer spicier burgers than in the United States and other countries. So the company alters the ingredients in its burgers to meet the local preferences. In this scenario, Veggie Delight is using a(n) ________ strategy to market its product.

product adaptation

In a promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events.

public relations

A country may place a limit on the volume of imported citrus fruit that is allowed. This is an example of a(n) ________.

quota

In which of the following promotion tools does a customer send a proof of purchase to a manufacturer, who then refunds part of the purchase price by mail?

rebate

In a marketing communications mix, ________ refers to any short-term incentive that encourages the purchase or sale of a product or service.

sales promotion

Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast. Which element of the promotion mix has Power Pro used in this scenario?

sales promotion

The manufacturer of Two-In-One, a combination shampoo and conditioner, shrink wraps a 4- ounce foil packet of a smoothing hair pomade to its combo product for a trial. Which of the following promotion tools is being used in this case?

samples

Rug Designs Inc, a manufacturer of large area rugs, markets its products throughout the United States using a network of regional sales offices. They are using a ________ sales-force structure.

territorial

Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers are collectively called ________ promotions.

trade

Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________.

viral marketing