Marketing Final
which of the following statements about major retail trends is true
online buying is growing at a much brisker pace than retail buying as a whole
a blog is a
online forum
to which category of the marketing communication mix do sales presentations, trade shows, and incentive programs belong
personal selling
which element of the promotional mix is most effective in building up buyers preferences, convictions, and actions
personal selling
according to the environmentalism movement, at the most basic level, a company can practice
pollution prevention
any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor is considered
advertising
one of the challenges of social media marketing is that social media
are largely user controlled
one framework for designing an effective message is the AIDA model. in the AIDA model
attention leads to interest, which hopefully leads to desire and then to action
a sales contest is considered a part of
business promotions
which statement does not describe sustainable companies
by setting guidelines, sustainable companies can resolve all the difficult ethical decisions
using a push strategy, a firm directs its promotional efforts toward
channel members
priceline.com sells its services through
direct and digital marketing
specific promotional tools used in ______ include direct mail, catalogs, online and social media, mobile marketing, and more
direct and digital marketing
the fastest growing form of marketing is
direct and digital marketing
which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
direct and digital marketing
the american marketing association AMA developed a code of ethics for marketers based on three principles. these three principles are
do not harm, embrace ethical values, and foster trust in the marketing system
when iphone was first intriduced into the market, apple highlighting its benefits and qualities. this type of advertising is referred to as
informative advertising
_________ requires that the company continuously seek real product and marketing improvements
innovative marketing
disadvantages of direct marketing to sellers include
interaction with limited number of customers
because social media are ______, they are ideal for starting and participating in customer conversations and listening to customer feedback
interactive
the issue of ethics presents special challenges for
international marketers
in complex selling situations, personal selling can be more effective than advertising because it is
interpersonal
_______ is perhaps the toughest public policy issue now confronting the direct marketing industry
invasion of privacy
many consumers today rent DVDs from a vending machine called redbox, which can be found in retail stores and other locations. redbox is a type of direct marketing tool called a
kiosk
which of the following is a form of traditional direct marketing
kiosk marketing
what actions can a company take in order to bring marketing and sales functions together
let brand managers tag along on sales calls
which of the following statements about retailer marketing decisions is correct
many retailers identify three critical factors for retail success: location, location, and location
despite its potential strengths, public relations are occasionally described as a marketing stepchild because of all the following reasons except
PR practitioners consider their job as simply communication
which one of the following statements does NOT portray the success of global expansion of major retailers
adapting the operations that work well in the home country create success abroad
a company wants to reach a large number of geographically dispersed buyers at a low cost per exposure. which element of the promotional mix should the company use
advertising
which of the following statements does not accurately reflect PRs role in marketing
as the use of earned and shared digital content grows rapidly, PR is playing a smaller role in marketing content management
infomercials are a form of marketing considered a part of
direct-response television marketing
the benefits of direct and digital marketing for buyers are that it is
easy, convenient, and private
in the content of a message, marketers often use _______ appeals such as joy, love, humor, fear, and guilt
emotional
L.L bean has turned its flagship store into a full-fledged outdoor adventure center, which is an example of
experiential retailing
Tiffany and Neiman Marcus are classified as _________ retailers
full-service
which of the following are objectives of trade promotions
getting retailers to carry new items and more inventory, buy ahead, or promote the companys products and give them more shelf space
as marketers adopt richer but more fragmented media and promotion mixes to reach their diverse markets, they risk creating a communications hodgepodge for consumers. to prevent this, companies have adopted the concept of
integrated marketing communications
nonpersonal communication channels include
major media, atmospheres, and events
single packages sold at a reduced price ( such as two for the price of one) or two related products banded together ( such as a toothbrush and toothpaste) are examples of which consumer promotion tool
price-packs
the first step in the personal selling process is
prospecting
which of the following is not a step in an effective sales management process
prospecting
the public relations function of ________ is used to build and maintain national or local community relationships
public affairs
_________ consists of activities designed to engage and build good relations with the companys various publics
public relations
specific promotional tools used in ______ include press releases, sponsorships, events and web pages
public relations
which PR tool improves public goodwill by having companies contribute money and time
public service activities
marketing management must first _________ when developing an advertising program
set advertising objectives
________ involves focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale
shopper marketing
the _______ execution style shows one or more "typical" people using the product in a normal setting
slice of life
which one of the following statements is not true regarding social selling
social selling has changed the fundamentals of selling
which PR tool uses news conferences, speeches, brand tours, sponsorships, multimedia presentations, and educational programs
special events
______ carry narrow product lines with deep assortments within those lines
specialty stores
________ and _________ are core PR strengths and that plays well into the use of the online, mobile, and social media
storytelling; engagement
helping salepeople to "work smart" by doing the right things in the right ways is the goal of
supervision
if the company sells only one product line to one industry with customers in many locations, it would use a _______ sales force structure
territorial
which of the following statements is true regarding salespeople
the best salespeople are the ones who work closely with customers for mutual gain
which of the following statements does not reflect the role of salepersons within a company
the concept of salesperson-owned loyalty describes the loyalty that salespersons have toward the company
which of the following statements about public relations is correct
the lines between advertising and public relations are becoming more and more blurred
which method for setting the total budget for advertising is the most difficult to use
the objective-and-task method
the reason for considering public relations, which has a greater impact at a much lower cost than advertising, include
the possibility of stories to be picked up by different media
a retail trend resulting from weak economic conditions is
tighter consumer spending
what are the three characteristic that advertising appeals should have
to be meaningful, to be believable, and to be distinctive
what is the overall objective of advertising in an advertising program
to help engage customers and build customer relationships
which wholesaler channel function helps reduce inventory holding costs and the risk of suppliers and customers
warehousing
when does persuasive advertising become comparative advertising
when a company directly or indirectly compares its brand to others
which of the following statements about wholesaling is true
wholesalers must make decisions regarding their marketing mix
what are the four elements of a compensation plan for salespeople
a fixed amount, a variable amount, expenses, and fringe benefits
John Deere does very little promoting of its lawn mowers, garden tractors, and other residential consumer products to final consumers. Instead, John Deere's sales force works with Lowe's, The Home Depot, and other channel members. This is an example of using __________for promotion.
a push strategy
_________ are considered a consumer-controlled digital media
blogs
the primary purpose of ______ is to present brand content that engages consumers and creates customer-brand community
branded community web sites
what is the largest form of online advertising
search-related ads
when companies set their promotion budgets to match competitors outlays, they are using the _________ method
competitive-parity
conscientious marketers face many dilemmas, which include all of the following except
companies and their managers are not responsible for making moral judgements
why should companies use mobile marketing responsibly
companies risk angering already ad-weary consumers
which of the following is true regarding the forms of direct and digital marketing
both the new digital and the more traditional forms of direct marketing must be blended into fully integrated marketing communications program
the organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers is called
consumerism
which of the following tools can be used as both consumer and trade promotions
contests, premiums, and displays
which of the following statements about coordinating marketing and sales is correct
coordinating marketing and sales can be improved by increasing communication between the two groups
what is the first decision made in sales force management
designing sales force strategy and structure
________ is an organized movement of concerned citizens, business, and government agencies designed to protect and improve peoples current and future living environment
environmentalism
glaxosmithkline has stated in its ads, "todays medicines finance tomorrows miracles." considering the criticisms of marketing this statement can be related to
excessive mark-up
by practicing ________, today retailers are increasingly adopting environmentally sustainable practices
green retailing
after the presentation and demonstration step n the sales process, a salesperson should next be prepared to
handle objections
the first task for a communicator in preparing marketing communications is to
identify the target audience
most companies today want their salespeople to _______ which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and company
practice value selling
one consumer promotion tool is ________, which are goods offered free or at a low cost as an incentive to buy a product
premiums
at which step of the personal selling process does the salesperson tell the " value story" to the buyer showing how the companys offer solves the customers problems
presentation and demonstration
which of the following statements regarding catalog marketing is true
printed catalogs can drive online and mobile sales
the retail marketing mix consists of which of the following
product and service assortment, retail prices, promotion, and place
retailers must decide on which three major product variables
product assortment, service mix, and store atmosphere
the _________ calls for socially and environmentally responsible actions that meet the present needs of consumers and needs of future generations
sustainable marketing concept
when mcdonalds offers healthy menu choices and uses recyclable packaging, it is most appropriately following the
sustainable marketing concept
based on consumerism, the traditional sellers rights include all of the following except
the right to be protected against questionable products and marketing practices
________ considers the future needs of business
the strategic planning concept
how do sustainable companies create value for customers
through socially, environmentally, and ethically responsible actions
what is the purpose of high-pressure selling
to persuade people to buy goods they had no thought of buying
annual reports, brochures, articles, and company newsletters and magazines are all which type of PR tool
written material
________ retailing refers to the creation of a seamless cross-channel buying experience
Omni-channel
toro ran a preseason promotion on its snowblower models offering a rebate if the snowfall in the buyers market area turned out to be below average. this is an example of
consumer promotion
logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks are all types of
corporate identity materials
criticisms of marketings impact on society as a whole include
creating too much materialism, too few social goods, and cultural pollution
major factors for changing the face of todays marketing communications include all of the following except
marketers are going for mass marketing
_______ have shifted the balance of power between retailers and producers
megaretailers
the privacy promise of the DMA members involves all of the following except
members can continue to contact consumers if they request to opt out
________ are the largest single group of wholesalers , accounting for roughly 50% of all wholesalers
merchant wholesalers
marketers use _______ to engage customers anywhere, anytime during the buying and relationship-building processes
mobile marketing
advantages of mobile marketing include all of the following except
mobile marketing may risk irritating consumers
which of the following statements about setting an advertising budget is correct
new products typically need relatively large advertising budgets to build awareness and to gain consumer trial
to avoid being intrusive and annoying, most legitimate email marketers practice ______, which means sending email pitches only to customers who "opt-in"
permission based email marketing
_______ is a type of identity theft that uses deceptive emails and fraudulent online sites
phishing
in going beyond greening, one thing companies can do internally is to
plan for new clean technologies
critics have charged that some companies use__________, causing their products to become unfashionable before they actually should need replacement
planned obsolescence
critics claim that the urban poor often have to shop in smaller stores that carry inferior goods and charge higher prices. this is an example of
poor service to the disadvantaged
________ products have low immediate appeal but may benefit consumers in the long run
salutary
which of the following statements about personal selling is correct
many customers are unable to distinguish the salesperson from the company
in going beyond greening, companies can develop __________, which serves as a guide to the future and shows how the companys products and services, processes, and policies must evolve and what new technologies must be developed to get there
a sustainability vision
netflix recruits "grammasters", influencers who have large instagram followings. they travel around the world taking photos and creating videos. this is an example of using ______ as a personal communication channel
buzz marketing
the aim of transaction-oriented marketing is to help salespeople
close a specific sale
a ______ contains between 15 to 50 retail stores, it normally contains a branch of a department store or variety store, a supermarket, specialty store, professional offices, and sometimes a bank
community shopping center
a retailer offers a large price reduction from a phony high retail list price. this is an example of which deceptive practice
deceptive pricing
according to societal marketing, products that give immediate satisfaction and also deliver long-run consumer benefit are classified as _________ products
desirable
because not all managers have fine moral sensitivity, companies should
develop corporate marketing ethics policies
the public relations function of _______ is used to work with donors or members of nonprofit organizations to gain financial or volunteer supports
development
a discount store sells standard merchandise at lower prices. to do this, discount stores accept which of the following two conditions
lower margins and selling higher volume
web sites, online advertising, email, online video, and blogs are all forms of
online marketing
forms of digital direct marketing include
online marketing, social media marketing, and mobile marketing
the hottest growth area for the retailer home depot in the us market has been attributed to
online sales
_______ are huge unenclosed shopping centers consisting of a long strip of retail stores including freestanding anchor stores
power centers
wholesalers add customer value through the _______ they offer
products and services
________ advertising is more suitable for mature products
reminder
increasingly, different types of retailers now sell the same products at the same prices to the same consumers. this trend is called
retail convergence
one type of contractual retail association is a _______, which is a group of independent retailers that bands together to set up a jointly owned, central wholesale operation and conduct joint merchandising and promotion efforts
retailer cooperative
_______ is the promotion mix tools that consists of short-term incentives to encourage the purchase or sale of a product or services
sales promotion
which of the following statement is true regarding sellers and their use of direct and digital marketing
sellers have the opportunities to engage in real-time marketing
by performing the channel function of ______, wholesalers sales forces help manufacturers reach many small customers at a low cost
selling and promoting
marketing means that the company should define its strategy in broad social terms rather than narrow product terms
sense-of-mission
which of the following statements about mobile marketing is correct
smartphones can be useful in shopping situations
one challenge of social media marketing is that
social networks are largely user controlled
following the principle of __________, a company makes marketing decisions by considering consumer wants, the companys requirements, consumers long-run interests, and societys long-run interests
societal marketing
