marketing final
Compared to radio which took 38 years to 50 million reach users, Facebook reached 100 million users in only:
9 months
Which of the following is an example of geo-fencing?
While shopping at the mall, Adam received a text message for a 20 percent off coupon from one of his favorite stores
Target stores use an image of a white dog with a red bulls-eye around one of its eyes. In marketing terms, what does this represent for Target?
a brand mark
Lead qualification involves determining whether a prospect has:
a recognized need/desire, buying power/authority, and the resources necessary to make a purchase
Which of the following statements about handling objections is true?
a salesperson should take objections as requests for more information
Jim's Bike Shop sells bicycles for the serious racer to the casual cyclist. Jim's also sells biking gear and clothing. Jim is the sole owner of the store, so in terms of ownership (and the majority of retailers are classified as this), his store would be classified as a(n):
a(n) independent retailer
Jason works in the men's department of a major retail store. He helps customers find what they are looking for and rings up sales that customers bring to the check-out counter. Jason is considered to be a(n):
an order-taker
In which closing approach does the salesperson act as if the buyer has already decided to purchase?
assumptive close
When you walk into an Apple store you are immediately greeted by a clerk. The store is simply designed with layouts where you can experience every product from iMacs, iPhones, a variety of iPods, cameras, printers, and other accessories. If you have questions about the products you can visit the Genius Bar. There is a place where kids can play and experience a Mac too by sitting on big round cushy chairs. This description is of the store's:
atmospherics
When it comes to the use of color in website design, which of the following colors represents a sense of trustworthiness and openness?
blue
The name, term, symbol, design, or any combination of these that a firm uses to identify and differentiate its products is its:
brand
The value the firm derives from consumers' positive perception of its products is called:
brand equity
The fact that a consumer who has tried and likes a product and therefore, is more likely to continue buying it regardless of outside influences exemplifies the fact that:
brand equity increases a firm's ability to succeed in a difficult competitive environment
According to your text, why are brand loyal customers an important contributor to a firm's long-term success and profitability?
brand loyal customers exhibit less price sensitivity
Subway, Denny's, and Circle K are examples of _____ because the franchisee buys the right to use the franchisor's approach to doing business.
business format franchising
In today's era of media noise, how can marketers break through the clutter to reach their audience?
by producing messages that are relevant to each individual customer
Fenton has a food truck in which he sells mainly burgers and fries. He decided to expand his product line to begin serving grilled chicken sandwiches as well. Fenton is noticing that his existing customers now order the chicken over the burgers, and his sales have not increased, in fact, they have decreased slightly. This is most likely due to:
canibalization
The makers of Breyers ice cream have come up with a new line called Breyers Blasts! This line of ice cream combines Breyers ice cream with well-know products such as Oreo cookies, Snickers candy bars, and Reese's peanut butter cups. This is an example of:
co-branding
The essence of _____ marketing is the belief that if businesses deliver valuable information to buyers, customers will reward them with their business and loyalty.
content
According to your text, which of the following is a major part of ease of doing business?
convenience
_____ carry a limited line of high-turnover, high-priced goods and resemble miniature supermarkets. These self-service stores are typically located near residential or high traffic areas and are open long hours, seven days a week.
convenience stores
The total amount a customer will spend from acquisition through the end of a relationship with a brand is referred to as:
customer lifetime value
When companies meet the needs and expectations customers have for their goods or services, they have achieved:
customer satisfaction
According to social media and customer service expert Jay Baer, what is the new marketing?
customer service
The perceived benefits, both monetary and nonmonetary, that a customer receives from a product compared to the cost associated with obtaining it is referred to as:
customer value
A consumer can be happy with a product but switch to another company's good or service if it can provide additional value. This is why, according to your text, customer-driven companies strive to ________ their customers.
delight
Online retailing is also known as:
e-retailing
When a business allows employees to make decisions about how service is provided to customers it is practicing:
empowerment
Of all the various platforms for social media marketing, surveys indicate 96 percent of B2C respondents say their business uses which one as a marketing tool?
Well-known manufacturers such as Bose, Ralph Lauren, and Reebok have decided the most profitable way to dispose of out-of-season and irregular stock is to open stores and sell their own merchandise. These stores are types of:
factory outlets
Salespeople ensure that delivery schedules are met, that the good or service performs as promised, and that buyers are trained in the use of the product. All of these functions are part of _____, the final step in the selling process.
follow up
Rochelle owns and operates a McDonald's restaurant. She has licensed the right to use McDonald's name, logo, and products. Rochelle's restaurant is an example of a(n):
franchise
When recommending products, which of the following do social media users tend to trust the most?
friends and family
By interacting with consumers in a fun, helpful, and interesting manner, social media can help build a successful brand in two main ways: by allowing the firm to develop deeper relationships with customers and by:
generating positive word of mouth communication about the brand
Geri was shopping at a local strip mall. Suddenly, her smartphone chimed to let her know that certain stores in the mall were offering coupons. This is an example of:
geofencing
Which of the following can be said regarding customer service?
good customer service alone doesn't necessarily make customers happy
Publicity:
has many internal costs to the company associated with it
Reilly's law of retail gravitation describes:
how consumers decide where to buy
The first step in the customer relationship management process is to:
identify current customers
According to your text, the ultimate goal of delivering superior customer service is to:
increase brand loyalty
Around the world, most retailers are _____, operating one or a few stores in their community, owned by a single person or partnership and not operated as part of a larger retail institution.
independent retailers
What innovation in the early 20th century started a new age of communication?
introduction to broadcast radio and tv
What could be the potential downside of continually offering discounts as a type of promotional strategy?
it could potentially devalue the brand and the relationship with customers
What have sociologists and organizational scientists concluded about the constant use of social media?
it has made users less social in face-to-face gatherings
During the preapproach, the salesperson would:
learn as much as possible about the prospect's organization and its buyers
The use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a target's location is the premise behind:
location-based marketing
Randi's family has always owned Toyota vehicles and has been very happy with them. Now that Randi is ready to buy her first vehicle, she doesn't even want to look at other manufacturers because she feels that Toyota's are the best. Randi is exhibiting brand:
loyalty
On the store shelf at Walgreens, there are two types of sunscreen. Coppertone Sport Spray, which is a _______ brand, and Walgreens Continuous Spray Sport, which is a _______ brand.
manufacturer; private-label
The two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customer's purchase decision is referred to as:
personal selling
All of the following statements describe an advantage of personal selling over other forms of promotion EXCEPT:
personal selling is less expensive on a per contact basis
All of the following are used in social media marketing except:
print ads
As a retailer, Target has developed its own line of products with the brand name up & up. These products are sold exclusively in Target stores and are an example of:
private label brands
Chattanooga Bottling Company is licensed to bottle Coke products. The Chattanooga Bottling Company is an example of a:
product distribution franchise
Which of the following activities is not included in sales force management?
production
A marketer is trying to uncover the true opinions of a group of consumers, but they are unwilling to express themselves, so instead he asks them to compare his brand to an automobile, a country and a person. What technique is the marketer using?
projective technique
An individual (or group) capable of making the decision on a good or service a salesperson is selling is referred to as a:
prospect
The first step in the selling process is:
prospecting and qualifying leads
According to your text, brand revitalization often begins with:
rebuilding trust with customers
A family traveling in their car is looking for a place to eat off the highway. One of the children in the car sees a sign up ahead with the face of Ronald McDonald on it and exclaims, "Let's go to McDonald's!" This is most likely an example of brand:
recognition
The term used to describe a business that focuses on attracting, maintaining, and enhancing customer relationships in order to build brand loyalty is:
relationship marketing
Tristan has been calling on the same customer for years. He handles all of the company's orders and quickly resolves any issues that may come up. On occasion, Tristan takes some of the company employees out to dinner and has even given them tickets to local sporting events. Tristan is involved in:
relationship selling
_____ is a sales practice that involves building and maintaining customer trust over time in order to develop long-term satisfaction through mutually beneficial partnerships.
relationship selling...
What is the customer service objective that involves ensuring customers can depend on receiving a good or service within a stated lead time and that there will be no problems with the order?
reliability
A firm's flexibility is measured by which metric?
responsiveness
_____ is defined as all activities directly related to the sale of goods and services to the ultimate consumer for personal, nonbusiness use or consumption.
retailing
When supermarkets offer a wide variety of nontraditional goods and services (e.g. greeting cards, transmission oil, or flowers) under one roof, they are engaged in:
scrambled merchandising
If a company's CRM efforts lead to an increase in the number of goods or services purchased by a consumer, then it has been successful in increasing its:
share of customer
What type of marketing uses combinations of digital tools such as websites, online videos, e-mail, blogs, social media, mobile ads, mobile apps, and other digital platforms?
social media marketing
Toys "R" Us sells a huge assortment of toys and children's books at greatly reduced prices. It offers customers few services and competes on the basis of moderate to low prices on the large quantities of merchandise it stocks. Toys "R" Us is an example of a:
specialty discount store
Texas-based Grape Vine Market is an 18,000-square-foot store offering highly collectible food and wine—along with some other culinary perks, including a cooking school—all in a setting crafted to make shoppers feel comfortable. It stocks more than 5,500 different kinds of wine. Grape Vine Market is best described as a:
specialty store
Private label brands are also referred to as:
store brands
According to your text, which step of the personal-selling process is the most important and most difficult?
the approach step
The marketing strategy that reflects the idea that a firm's long-term success must include a company-wide effort to satisfy customer needs and wants is referred to as:
the marketing concept
The performance measurement known as line fill rate measures:
the percentage of item stocking types on the order shipped on time and complete
In retailing, ______ points refer to the instances when consumers interact directly with the brand on their way to purchase.
touch
All of the following situations involve retailing except:
transporting newly manufactured cars to a dealership
Google, Bing, and Yahoo all help users search for information on the World Wide Web. As such, they are considered to be:
web encyclopedias
The ease with which website visitors can achieve their objectives for visiting the site is termed:
website usability
The best-known framework for explaining changes in retail institutions in terms of how retail outlets enter and move through the market is referred to as the:
wheel of retailing
