Marketing Final Questions (Chapters 11-20)

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

Direct

In the case of ________ exporting, sellers handle their own exports.

Direct

Which promotional tool is the most immediate, customized, and interactive?

Direct marketing

________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.

Direct-mail marketing

________ are large and highly automated warehouses designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible.

Distribution centers

Which of the following terms refers to the wholesalers and retailers that form a vital link between the firm and its customers?

Downstream partner

________ are a type of limited-service wholesaler who does not carry inventory or handle a product. They typically operate in bulk industries, such as coal, lumber, and heavy equipment.

Drop shippers

The Internet offers ________, where the price can easily be adjusted to meet changes in demand.

Dynamic pricing

Which of the following appeals is based on the idea that consumers often feel before they think?

Emotional appeal

________ is an organized movement of concerned citizens, businesses, and government agencies to protect and improve people's current and future living conditions.

Environmentalism

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others is known as ________.

Event marketing

When the seller allows only certain outlets to carry its products, this strategy is called

Exclusive distribution

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

Exporting

True/False: A seasonal discount is a price reduction to buyers who buy merchandise while the products are in season.

False

True/False: Companies with multiple products or businesses typically choose one marketing strategy for all their different businesses or products.

False

True/False: The World Trade Organization established the The General Agreement on Tariffs and Trade, which replaced the WTO in 1995 and now oversees the original WTO provisions.

False

True/False: The first step in the selling process is pre-approach/learning about an organization and its buyers.

False

Trade shows most likely help companies to ________.

Find new sales leads

________ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities.

Intermediaries

At the most basic level of environmental sustainability, a company can practice ________.

Pollution prevention

________ are huge unenclosed shopping centers consisting of a long strip of retail stores, including at least one large, freestanding anchor store like Walmart. Each store has its own entrance with parking directly in front for shoppers who wish to visit only one store.

Power centers

Low-interest financing and longer warranties are both examples of ________ pricing.

Promotional

________ allowances are payments or price reductions that reward dealers for participating in advertising and sales support programs.

Promotional

What type of pricing is being used when a company temporarily prices its product below the list price or even below cost to create buying excitement and urgency?

Promotional pricing

In advertising, "puffery" is a term that refers to ________.

Promotional statement or claim that expresses subjective rather than objective views, which no "reasonable person" would take literally.

Press conferences, speeches, store openings, special events, newsletters, and store magazines are examples of ________ activities used by retailers to promote themselves.

Public relations

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

Public relations

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

Sales promotion

________ consists of short-term incentives to encourage the purchase of a product or service.

Sales promotion

________ consists of strong short-term incentives that invite and reward quick responses from customers.

Sales promotion

________ is defined as analyzing, planning, implementing, and controlling sales force activities.

Salestore management

________ are offers of a trial amount of a product.

Samples

In ________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing.

Search-related ads

A ________ is a group of retail businesses built on a site that is planned, developed, owned, and managed as a unit.

Shopping center

Which of the following is a newer digital medium that is used by advertisers to reach consumers directly?

Smartphone

A company's marketing should be guided by the sustainable marketing principle of ________ marketing.

Societal

Is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

Spam

________ involves essentially using the same marketing strategy approaches and marketing mix worldwide.

Standardized global marketing

Neighborhood shopping centers are also known as ________.

Strip malls

Companies set not a single price, but a pricing ________ that covers different items in its line and changes over time as products move through their life cycles.

Structure

Which of the following involves the direct exchange of goods and services?

A barter system

Consumers' names and additional information likely become part of ________ whenever they enter a sweepstakes, apply for a credit card, visit a Web site, or send a tweet.

A company's database

Which of the following most likely requires the smallest advertising budget?

Ads in the New York Times

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

Advertising

A(n) ________ brings buyers and sellers together and assists in negotiations.

Agent

A(n) ________ does not take title to goods and represents buyers or sellers on a more permanent basis than a broker.

Agent

________ are the first link between the seller and the final buyer. They move company products from points of production to the borders of countries within which they are sold.

Channels between nations

________ refers to a practice in which salespeople drop in unannounced on various offices.

Cold-calling

Which of the following leads to cultural pollution?

Commercial noise

Changing promotions to suit local markets is known as ________.

Communication adaption

An analysis conducted to determine what benefits target customers value and how they rate the relative value of various competitors' offers is known as ________.

Customer value analysis

________ occurs when a seller states price savings that are not actually available to consumers.

Deceptive pricing

Demographic characteristics, geographic characteristics, economic factors, sociocultural factors, and political and legal factors all help a company ________.

Decide whether to enter a market based on its potential

In societal marketing, the ideal goal for companies is to turn all of their products into ________ ones.

Desirable

Which of the following best describes permission-based e-mail marketing?

Mass customization, personalization

________ include displays and demonstrations that take place at the point of sale.

Point of purchase promotions

Which of the following should be a manufacturer's first step when designing an effective marketing channel?

Analyze customer needs

Display media includes ________.

Billboards

________ are online journals where people post their thoughts, usually on a narrowly defined topic.

Blogs

Product placement in television programs and movies is an example of ________.

Branded entertainment

Which of the following types of advertising will most likely result in an advertising war?

Comparative advertising

Benchmarking has become a powerful tool for increasing a company's ________.

Competitiveness

________ involves first identifying and assessing competitors and then selecting which competitors to attack or avoid.

Competitor analysis

A company is guilty of ________ if the company forgets latent competitors and only focuses on current competitors.

Competitor myopia

________ is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.

Consumerism

A ________ calls for consumers to submit an entry to be judged by a panel that will select the best entries.

Contest

Which of the following is the best response a company can make to competitive threats?

Continuous innovation

The high failure rate of new products shows that companies are not able to ________.

Control demand

Stop-N-Go , 7-Eleven, and Circle K are examples of ________.

Convenience store

Sears, Target, and Kroger are examples of ________.

Corporate chains

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

Correct corporate identity materials

Which of the following steps in the selling process is most focused on ensuring customer satisfaction and repeat business?

Follow-up

McDonald's, Subway, and Jiffy Lube are all examples of ________.

Franchise organizations

Economic communities are also known as ________.

Free trade zones

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

Frequency

Which of the following involves adjusting prices to account for the physical location of customers?

Geographical pricing

In a(n) ________, executives are trained in worldwide operations, not just domestic or international operations.

Global organization

The greater the number of channel levels in a marketing channel, the ________.

Greater the channel complexity

If a company ________, it should adopt a product sales force structure, in which the sales force specializes along product lines.

Has numerous and complex products

________ involves persuading people to buy goods they had no thought of buying.

High-pressure selling

In a(n) ________, two or more companies at one level join together to follow a new marketing opportunity.

Horizontal marketing system

________ logistics refers to moving products and materials from the suppliers to the factory.

Inbound

A marketing channel that consists of one or more intermediaries is known as a(n) ________ marketing channel.

Indirect

________ allows consumers to gain additional information about a product through the use of a remote control.

Interactive TV

Which of the following is most likely a shortcoming of advertising?

It only provides one-way communication with customers

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

Joint ownership

Through ________, an organization in the foreign market buys the right to use a company's manufacturing process, trademark, patent, trade secret, or other item of value.

Licensing

________ are those runner-up firms that are working to increase their market share in an industry.

Market challengers

When companies watch both their buyers and their competitors, they are called ________ companies.

Market-centered

A ________ is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.

Marketing channel (distribution channel)

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Marketing websites

Marketers can expand markets by discovering and promoting ________.

New uses of the product

Which of the following is a major tool used by PR professionals?

News

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

Online social networks

Deceptive practices fall into three groups: pricing, promotion, and ________.

Packaging

In most cases, what is the most expensive promotion tool?

Personal selling

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?

Phishing - Identity Fraud

An industry often contains "good" and "bad" competitors. Good competitors ________.

Play by the rules of the industry

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

Pull

A quantity discount is a price reduction for buyers who ________.

Purchase large volumes

During the prospecting stage, a salesperson needs to identify the good leads and screen out the poor ones through a process known as ________.

Qualifying

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

Remind

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

Reminder

Reusing, recycling, refurbishing, or disposing of broken, unwanted, or excess products returned by consumers or resellers is known as ________.

Reverse logistics

Online ads that incorporate animation, video, sound, and interactivity are called ________.

Rich media ads

Which of the following message execution styles features a highly believable or likable source endorsing the product?

Testimonial

The "bottom of the pyramid" refers to ________.

The largest, but poorest, socioeconomic group of people in the world OR The collective name for the group of consumers throughout the world who live on less than $2 a day.

The competitive intelligence system continuously collects information from the field through ________.

The sales force, channels, supplies, market research firms

A company's close competitors are ________.

Those that most resemble the company's operations

________ allowances are price reductions given for turning in an old item when buying a new one.

Trade-in

Which of the following is one of the social costs associated with cars?

Traffic congestion

True/False: A pulsing schedule involves scheduling ads unevenly over a given time period.

True

True/False: As mass markets have fragmented, marketers have shifted away from mass marketing.

True

True/False: Digital catalogs eliminate printing and mailing costs.

True

True/False: Full-service stores usually carry more specialty goods for which customers need or want assistance or advice.

True

True/False: Marketing logistics involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet customer requirements at a profit.

True

True/False: The management strategy of environmental sustainability focuses on developing ways to sustain the environment while also producing profits.

True

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

Two-sided

________ buy mostly from producers and sell to retailers and industrial consumers.

Wholesalers

________ is a pricing strategy in which the company sets up two or more clearly identified geographic regions within which all customers pay the same total price.

Zone pricing