MARKETING FINAL OLD EXAM 4

Facing competition from Walmart as a low-cost retailer, Target has updated its _____ to be a mass merchandiser of inexpensive yet chic goods. To accomplish this, it has entered into design partnerships to offer low-cost goods made by famous designers. a. retail positioning b. product mix width c. product mix depth d. atmospherics e. target customer

a. retail positioning

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing a. sales promotion. b. guerrilla marketing. c. public relations. d. personal selling. e. advertising.

a. sales promotion.

After direct marketing, the next slightly longer marketing channel adds a(n) a. producer. b. retailer. c. agent. d. consumer. e. wholesaler.

b. retailer.

Retailers play a major role in creating all of the following except a. form utility. b. spatial utility. c. place utility. d. time utility. e. possession utility.

b. spatial utility.

A common form of tactile communication in U.S. business activities is a. eye contact. b. head nodding. c. handshaking. d. hugging. e. kissing.

c. handshaking.

ThrowBackGames offers free downloadable versions of its computer games for a very short time. These efforts have a primary promotional objective of a. stimulating demand. b. identifying prospects. c. encouraging product trial. d. creating awareness. e. reducing sales fluctuations.

c. encouraging product trial.

Anything that reduces the accuracy and clarity of communication is called a. feedback. b. distraction. c. interference. d. noise. e. discordance.

d. noise.

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists. a. Advertising agencies b. Public relation firms c. Production companies d. Media companies e. Promotion experts

a. Advertising agencies

You are an experienced and very successful sales rep for a major consumer products company. You are having lunch with a group of newly hired sales reps who just got their assigned sales territories. This is a very ambitious group of new hires, which is evidenced by the fact that they offered to buy you lunch if you would let them pick your brain about successful sales tactics. Which of the following personal selling success tips will you share with the new hires? a. Be thorough in your preapproach by doing your homework on your prospects. b. Don't waste your time building a database of potential prospects. c. Never try using a trial close. d. Start selling as soon as you meet the prospect for the first time. e. Don't waste too much time on your sales presentation because it is not really important.

a. Be thorough in your preapproach by doing your homework on your prospects.

Cindy goes to Walmart and buys some clothing, a DVD, and all the groceries she needs for her family. What type of retailer is this particular Walmart? a. Superstore b. Supermarket c. Department store d. Hypermarket e. Discount store

a. Superstore

The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called a. approach. b. preapproach. c. prospecting. d. making the presentation. e. overcoming objections.

a. approach.

When Yoplait Yogurt gives a portion of its profits to breast cancer research, it is using a. cause-related marketing. b. promotion. c. charitable promotion. d. charity marketing. e. integrated marketing communications.

a. cause-related marketing.

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 a. comparative. b. competitive. c. selective. d. defensive. e. pioneer.

a. comparative.

Matthew McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the ____ approach to determine its advertising expenditures. a. percent-of-sales b. arbitrary c. competition-matching d. objective-and-task e. judgmental

a. percent-of-sales

Monsanto just came out with a new genetically modified seed that it believes will increase crop yields. The seed has been modified to withstand drought, and it kills insects that frequently feed on it. This is important especially because insects have begun developing a tolerance for many of Monsanto's genetically modified seeds already out on the market. Because these seeds are new to the market, Monsanto wants to engage in a major integrated marketing communications campaign. It knows that it will have to convince farmers about the advantages of its new seeds and invites some of its major customers to its laboratory to see how the seeds are created. The scientists inform the farmers during the visit about how the seeds will increase their crop yields. This is most likely an example of a. personal selling. b. sales promotion. c. buzz marketing. d. advertising. e. public relations.

a. personal selling.

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of a. publicity. b. direct marketing. c. social media. d. sales promotion. e. personal selling.

a. publicity.

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising. a. reinforcement b. comparative c. offensive d. institutional e. defensive

a. reinforcement

Carlos Suarez has been hired as sales manager at a new firm and is trying to come up with a sales force compensation method. He would like to have selling expenses relate directly to sales resources, an aggressive sales force, and minimization of non-selling tasks. What compensation method(s) would best fulfill his requirements? a. Straight salary b. Straight commission c. Salary plus a bonus d. Combination e. Straight salary plus generous fringe benefits

b. Straight commission

A major benefit of using event sponsorship is that it a. is cost-free. b. can provide large amounts of free media coverage. c. enhances personal selling efforts. d. neutralizes the effects of unfavorable public relations. e. provides excellent support for advertisements.

b. can provide large amounts of free media coverage.

Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered a. consumer incentives. b. consumer sales promotion methods. c. buying allowances. d. consumer sweepstakes. e. trade sales promotion methods.

b. consumer sales promotion methods.

Apple makes its computers available through its own stores, its website, and some major retailers. This is an example a. vertical integration. b. multichannel distribution. c. horizontal integration. d. exclusive dealing. e. tying agreements.

b. multichannel distribution.

An evaluation performed before an advertising campaign begins is a a. posttest. b. pretest. c. recognition test. d. recall test. e. consumer exam.

b. pretest.

On a break between classes, Linda checks her smartphone and enters her contact information on the Publishers Clearing House site. She doubts that she will win $10 million, but she never passes up a chance to participate in a a. lottery. b. sweepstakes. c. sales contest. d. game of chance. e. consumer contest.

b. sweepstakes.

Arnold and Erin are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that ____ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists. a. outdoor b. television c. radio d. direct mail e. newspaper

b. television

During his presentation to Mrs. Lynch about a high-end gourmet oven, Fred asks, "Would you prefer black or stainless steel?" This is an example of a a. referral. b. trial close. c. closing argument. d. recommendation. e. follow up.

b. trial close.

Which type of retailer generally accepts lower margins than traditional retailers in exchange for higher sales volume? a. Department stores b. Direct marketers c. Discount stores d. Traditional specialty retailers e. Warehouse showrooms

c. Discount stores

Candy and Sarah own and operate a small restaurant. On a weekly basis, they go to their local Sam's Wholesale Club to purchase the food items and cleaning supplies they need for their business. With the exception of the volume they purchase and the items' intended use, this grocery shopping trip is identical to a weekly trip by their families to a grocery store. Sam's is serving as a ____ wholesaler for these entrepreneurs. a. full-service merchant b. truck c. cash-and-carry d. general-line e. specialty-line

c. cash-and-carry

New store formats and advances in _______________ are making the retail environment highly dynamic and competitive. a. shopping mall configurations b. architecture c. information technology d. inventory management e. product styles and quality

c. information technology

products in an exchange situation is a. advertising. b. personal promotion. c. personal selling. d. individual promotion. e. public relations.

c. personal selling.

Marc works for F1 where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Marc is most likely employed in a. digital media marketing. b. sales. c. public relations. d. human resources. e. advertising.

c. public relations.

Atticus is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Atticus is a ___, one who ___. a. source; encodes b. receptor; decodes c. receiver; decodes d. sender; encodes e. channel member; decodes

c. receiver; decodes

adie won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at a. promoting salespeople. b. compensating salespeople. c. increasing sales territories. d. motivating salespeople. e. providing training for the sales force.

d. motivating salespeople.

A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with traditional retailers is a(n) a. strip mall. b. lifestyle shopping center. c. neighborhood shopping center. d. outlet shopping center. e. off-price mall.

d. outlet shopping center.

The supply chain begins with______________ and ends with_________________. a. marketing; sales b. employees; products c. production; inventory d. raw materials; customers e. strategy; implementation

d. raw materials; customers

The cost of ____ is usually substantially lower than the cost of ____. a. personal selling; public relations b. stimulating primary demand; stimulating selective demand c. comparative advertising; new introductory promotion d. retaining existing customers; acquiring new customers e. identifying prospects; encouraging product trial

d. retaining existing customers; acquiring new customers

When three buyers purchase the products of three producers, nine transactions are required. If one intermediary serves both producers and buyers, the number of possible transactions is a. 15. b. 5. c. 18. d. 20. e. 6.

e. 6.

Cranson Paint Manufacturing Company buys the chemicals it needs for producing its products from a chemical producer, Roth Chemicals. In this instance, the chemicals are being distributed to Cranson through which of the following types of channels? a. Retail b. Wholesaler-sponsored c. Industrial distributor d. Producer e. Direct distribution

e. Direct distribution

Stephanie is planning to open an upscale dress boutique. She is evaluating ease of movement to and from sites, vehicular traffic, types of stores in the area, and transportation networks. Which strategic retailing issue is she concerned with at the time? a. Retail positioning b. Product mix c. Scrambled merchandising d. Production depth e. Location

e. Location

In a franchise agreement, which of the following is a franchisee not responsible for? a. Franchise fee b. Maintenance of location c. Operation of the franchise d. Royalty and advertising fees e. National advertising campaign

e. National advertising campaign

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies? a. Conversational promotion b. Buzz marketing c. Guerrilla communication d. Viral marketing e. Word-of-mouth communication

e. Word-of-mouth communication

The Dyson Company, manufacturer of high-priced vacuum cleaners, has developed a promotional program with both push and pull policies. Dyson only sells its products through retailers who carry high-end household electronics items. For the push policy, Dyson will most likely use ____________; for the pull policy, Dyson will use ___________. a. direct marketing; discounts to the retailer b. advertising and personal selling; rebates to the customer c. personal selling done by the retailer; rebates to the customer d. sales promotion; personal selling done by the retailer's employees e. a bonus to the retailer for every Dyson vacuum sold; personal selling done by the retailer's employees

e. a bonus to the retailer for every Dyson vacuum sold; personal selling done by the retailer's employees

The focus of personal selling is shifting from selling a specific product to a. enhancing the firm's image. b. CRM selling. c. team selling. d. social media selling. e. building long-term relationships with customers.

e. building long-term relationships with customers.

Puma maintains a good deal of control over how its products are promoted, displayed, and sold. Because of this control, Puma would be appropriately described as the channel a. intermediary. b. allocator. c. terminator. d. price leader. e. captain.

e. captain.

Product placement in television shows is becoming increasingly important due to a. positive affiliations with highly popular celebrities. b. consumers' positive opinions toward product placement. c. more stringent regulations that limit television advertising. d. consumers' tendency to watch television over movies. e. consumers' greater ability to screen advertisements.

e. consumers' greater ability to screen advertisements.

The major levels of intensity at which a company can choose to distribute its products are ____ distribution. a. cooperative, conflicting, and integrated b. intensive, extensive, and exclusive c. selective, cooperative, and conflicting d. vertical and horizontal e. exclusive, selective, and intensive

e. exclusive, selective, and intensive

The objective of inventory management is to minimize inventory costs while a. having only enough supplies on hand as needed for production or resale. b. eliminating safety stock. c. increasing stockouts. d. facilitating electronic data interchange. e. maintaining an adequate supply of goods to satisfy customers.

e. maintaining an adequate supply of goods to satisfy customers.

An independent businessperson who is paid a commission to sell complementary products of different producers in an assigned territory without actually taking title of the merchandise is a(n) a. producers' broker. b. channel facilitator. c. sole intermediary. d. industrial distributor. e. manufacturers' agent.

e. manufacturers' agent.

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n) a. advertising message. b. advertising plan. c. advertising appropriation. d. media platform. e. media plan.

e. media plan.

Eliminating a wholesaler from a marketing channel will a. lead to lower costs but higher prices. b. eliminate the functions performed by that wholesaler. c. cut costs and lower prices. d. reduce channel conflict. e. not eliminate the functions performed by that wholesaler.

e. not eliminate the functions performed by that wholesaler.

Pedro's company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company's sales records. Pedro is a. preapproaching. b. researching. c. surveying. d. screening. e. prospecting.

e. prospecting.