Midterm 3 - Marketing

Which of the following statements is true of a product sales force structure? A product sales force structure is characterized by specialization along product lines. A product sales force structure uses a single sales force across different product lines. A product sales force structure organizes the sales force along customer or industry lines. A product sales force structure requires every salesperson to be an expert in all the product categories of the company. A product sales force structure is used when a company has only one product line.

A product sales force structure is characterized by specialization along product lines.

________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Public relations Personal selling Direct marketing Advertising Sales promotion

Advertising

________ is a method of going global in which a company makes agreements with producers in the foreign market to produce its product. Acquisition Exporting Management contracting Contract manufacturing Direct investment

Contract manufacturing

Which of the following is true of a territorial sales force structure? It benefits firms with many technological products requiring technically skilled salespeople. It requires a salesperson to sell a wide variety of products into a single market worldwide. It is used by firms that organize their sales forces along customer or industry lines. It clearly defines each salesperson's job and establishes accountability. It differentiates the sales force solely on the basis of product expertise.

It clearly defines each salesperson's job and establishes accountability.

Moana, a sailing enthusiast and Disney employee, work as an inside sales person in the Disney Polynesia office. Which of the following is a characteristic of an inside sales force? It travels to make sales calls on customers in the field. It receives administrative backup from outside sales forces. It conducts business from an office via telephone, email, etc. It cannot sell or service accounts directly. It eliminates the need to have an outside sales force.

It conducts business from an office via telephone, email, etc.

________ creates a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping. Test marketing Shopper marketing Omni-channel retailing Online marketing Consolidation marketing

Omni-channel retailing

________ refers to the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. Retailing Manufacturing Procurement Sole sourcing Warehousing

Retailing

Which of the following is a drawback of using blogs as a marketing medium? Blogs do not provide the kind of personalized medium that today's marketers want. A company cannot have more than one blog. Advertising on a blog is typically very expensive. It is difficult to use blogs to reach highly targeted audiences. The content of a blog is difficult to control.

The content of a blog is difficult to control.

How has the Internet most likely affected direct and digital marketing? The number of mass marketing forms has expanded. The time taken by marketers to reach customer segments has increased. The expenditures on direct and digital marketing have increased. The role of technology has become less intense. The growth of digital sales has seen a significant downturn.

The expenditures on direct and digital marketing have increased.

Which of the following is an advantage of licensing? The licensee gains product recognition or technical knowledge without having to develop a product from scratch. The licensee is not required to invest money in the business. The licensor earns profits without having to share its intellectual property with anyone. The licensor has more control over the licensee than it does in its own operations. The licensor faces no threats of competition from the licensee after the contract ends.

The licensee gains product recognition or technical knowledge without having to develop a product from scratch.

Which of the following is true of consumers in the new marketing communications model? They are more reliant on mass-media marketing methods for product information. They are better equipped to find product and brand information on their own. They are less informed than before about companies and product marketing techniques. They are more reliant on traditional methods of marketing for product information. They are less powerful than before in affecting the way a company markets its products.

They are better equipped to find product and brand information on their own.

Which of the following is a disadvantage of using social media for marketing? They do not provide information in a timely manner. They primarily provide static content. They are impersonal. They provide lower returns than television. They are largely user controlled.

They are largely user controlled.

Which of the following is most likely true about direct and digital marketing? They remain unaffected by the rapid growth of technologies. They are rarely used by companies as supplementary channels. They are inconvenient and lengthen the process for most buyers. They are used to sell goods to an undifferentiated market segment. They build customer engagement and can constitute a complete model for doing business.

They build customer engagement and can constitute a complete model for doing business.

Which of the following statements is true of salespeople? They do not work with wholesalers and retailers. They represent a new class of professionals who have emerged as part of the steep rise in retailing. They represent a company to its customers by communicating and selling. They are employed mostly in click-only companies. They do not represent the customers to the company.

They represent a company to its customers by communicating and selling.

________ help companies reach many prospects that are not reached through their sales forces. Often used in Sweepstakes Point-of-purchase promotions Rebates Trade shows Allowances

Trade Shows

Which of the following is an example of a firm utilizing public relations as a promotion tool? a firm sending its catalog directly to customers through e-mail a firm using a celebrity to endorse a product in a television commercial a firm providing interesting information about a product to the news media a firm using its personal sales force at an expo to sell its products a firm informing customers of special discounts on its website

a firm providing interesting information about a product to the news media

Which of the following is a direct digital marketing tool? television direct mail blogs telephone printed catalog

blogs

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) ________. e-tailing website promotional website branded community website direct marketing website interactive website

branded community website

Every time a search is made using keywords related to clothing, search engines display text-based advertisements and links to Macy's Winter Collection. This marketing tool used by Macy's is best referred to as a ________. community website digital catalog Web blog contextual advertisement display advertisement

contextual advertisement

Which of the following is a function of an integrated marketing communications system? sharing company forecasting details with shareholders delivering a clear, consistent, and compelling message on the product to each brand contact controlling production levels by feedback received from customers allowing suppliers or vendors to manage the inventory of products designing products using environmentally friendly techniques

delivering a clear, consistent, and compelling message on the product to each brand contact

In addition to joint ownership ventures in China, Intel has made substantial outlays in its own manufacturing and research facilities there. This is an example of ________. direct investment management contracting indirect exporting exporting licensing

direct investment

Studio Hollywood is a film school geared to adults who want to learn Advanced Cinema and Filming techniques. When individuals call Studio Hollywood, they're encouraged to access the website to receive a $25 e-coupon entitling them to a free half hour of instruction. Once they become patrons, text messages are sent to share news about featured classes and upcoming special events. Which of the following promotion mix tools does Studio Hollywood employ to reach target customers? retailing personal selling direct marketing crowdsourcing public relations

direct marketing

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) ________. trade promotion premium event marketing price pack point-of-purchase promotion

event marketing

Bikers and non-bikers alike enjoy dining at the Harley Davidson Café in Las Vegas. Several Harley Davidson models are on display as well as a very large, uniquely crafted American flag. Menu items include the Easy Rider, the Choppers Cobb salad, and the Harley Hog sandwich. The Harley Davidson Café most likely uses ________. self-service retailing experiential retailing predatory pricing everyday low pricing franchising

experiential retailing

The 34th street Miracle Macy's chain of first-class department stores carries a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. 34th street Miracle Macy's typically charges higher prices on an everyday basis and then holds frequent sales and price promotions to increase store traffic. The 34th street Miracle Macy's most likely uses ________. self-service retailing everyday low pricing franchise retailing high-low pricing experiential retailing

high-low pricing

Eiffel Towers Paris Inc. (ETPI), a fragrance manufacturer located in France, markets its products to the North American and Asian countries through independent distributors. In this case, ETPI has entered into international markets through ________. direct investment joint venturing joint ownership indirect exporting franchising

indirect exporting

GreenLeaf, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, website, and business cards. Which technique is being used by GreenLeaf to promote its business? niche market penetration integrated marketing communications logistics information management inventory control segmentation global marketing management

integrated marketing communications

FruityFruit is a juice manufacturing company in the United States. It exports its products to Australia, licenses to China, has a joint ownership venture in France, and owns a subsidiary in Brazil. The firm will most likely need to create a(n) ________ to handle all its worldwide activities. domestic division export department value delivery network domestic market international division

international division

According to the text, today's large and progressive wholesalers have successfully reacted to rising costs by ________. increasing customer service responsibilities investing in information technology systems relocating to low-rent, low-tax areas eliminating the need for brokers and agents reducing promotional and personal selling activities

investing in information technology systems

Mulan Foods, a food manufacturer in China founded by Liu Yifei, recognizes the immense demand for noodles in the Australian market. Mulan Foods forms a new business venture to manufacture instant noodles and decides to share possession and control of the new business with a local food processing company. In this case, Mulan Foods has entered a foreign market through ________. licensing direct investment contract manufacturing joint ownership management contracting

joint ownership

Holy Croissant Ltd. 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, Holy Croissant's market-entry strategy is referred to as ________. management contracting exporting licensing contract manufacturing joint ownership

licensing

Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome? infomercial branded community website direct mail marketing website printed catalogue

marketing website

In class, we talked about Walmart's planned expansion into India. Walmart's decision to suspend its planned expansion into this large but fragmented retail market was due to obstacles and regulations put in place by the host nation to protect its mom-and-pop retailers. This is an example of ________. exchange controls tariffs quotas nontariff trade barriers excise duties

nontariff trade barriers

After Retiring from his golf career, Adam Sandler started up his own company. The Happy Gilmore Golf Shop has mastered online and mobile efforts that link seamlessly with store operations, offering options such as "buy online, ship from store" and "buy online, reserve in store" for pickup. This is an example of ________. omni-channel retailing social media digital retailing web-based retailing in-store ordering with a mobile device

omni-channel retailing

Which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit? competitive-parity method affordable method percentage-of-sales method objective-and-task method adaptive-control method

percentage-of-sales method

The Children's Online Privacy Protection Act requires online operators targeting children to ________. avoid sending emails to the parents of children whom they target collect personal information from children under age 13 for security purposes educate children about digital technologies post privacy policies on their sites collect and store the personal information of parents of these children

post privacy policies on their sites

In which step of the selling process does a salesperson learn as much as possible about a prospective customer before making a sales call? demonstration approach follow-up preapproach handling objections

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 products, energy products, transportation products, and water processing products. GE has most likely adopted a ________ sales force structure. market territorial product customer complex

product

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. sales promotion personal selling direct marketing public relations advertising

public relations

Salespeople need to know how to ________ leads, that is identifying good leads and screening out poor ones, at the beginning of the selling process. generate qualify manage consolidate approach

qualify

Retail convergence most likely leads to ________. reduced differentiation increased sales reduced advertising costs reduced competition increased profit margins

reduced differentiation

Wimbledon Inc. negotiates the sale of materials between lumberyards and commercial construction companies, receiving a 15 percent commission on all transactions. They do not take ownership of the material or hold any inventory. Wimbledon Inc. is considered a ______. manufacturer retailer broker supplier distributor

retailer

Snowboard Heavenly Inc., a family-owned business, offers a free snowboard lesson with the purchase of any snowboard over $200 during the month of December. This is an example of which promotion mix element? advertising sales promotion direct and digital marketing public relations personal selling

sales promotion

Which wholesaler channel function is demonstrated when a wholesaler's sales force helps a manufacturer reach many small customers at a low cost? risk bearing bulk breaking selling and promoting buying and assortment building warehousing

selling and promoting

Chips of Joy, a leading chocolate chip cookie manufacturer, has decided to use the same marketing strategy and marketing mix worldwide for all of its brands. The only change that will be made is language translation on the various packaging. Chips of Joy is using a(n) ________ marketing strategy. direct global collective global adapted global joint global standardized global

standardized global

Retailers must decide on three major product variables: product assortment, services mix, and ________. store atmosphere VMI system store layout store location self-service offerings

store atmosphere

A tax on an imported product designed to raise revenue or protect domestic firms is referred to as a(n) ________. exchange fine quota tariff excise

tariff

Dunder Mifflin Inc., a manufacturer of paper products, markets its products throughout the United States using a network of regional sales offices, including one in Scranton, Pennsylvania. They are using a ________ sales force structure. CRM product market territorial customer

territorial

In the competitive-parity method of setting an advertising budget, the budget is set based on ________. the amount spent by similar companies in the same industry a percentage of current sales the total revenues that a company makes a percentage of future sales objectives set by the company and the cost required to accomplish them

the amount spent by similar companies in the same industry

SuperClean is a company that provides house cleaning services in major urban and suburban areas. Marketers at SuperClean 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 SuperClean are using techniques to facilitate ________. direct-mail marketing viral marketing catalog marketing display advertising contextual advertising

viral marketing