MKT 300 Practice Quiz

The basic objective of the U.S. market-directed economic system is to: A. satisfy consumer needs as the consumers themselves see them B. reduce cost of marketing activities C. find a reasonable balance between consumer satisfaction and business profits D. ensure the survival of business firms E. satisfy consumer needs as seen by marketing managers

A.

Sales promotion: A. all of these alternatives B. spending has grown rapidly in mature markets C. usually lasts for only a limited time period D. can make the personal selling job easier E. involves a wide variety of activities which often require the use of specialists

A. all of these

Choose the alternative that best completes the statement or answers the question. Which of the following is a characteristic of owned media? A. it is typically characterized by a high message control B. it is considered a more trusted info source than earned media C. it lacks versatility in message content and format D. it cannot be used to target niche audiences E. it is relatively more expensive when compared to earned media.

A. high message control

A typical problem for limited-line retailers is that A. many of the items they carry are slow moving B. their marketing strategy usually relies only on low price C. its almost impossible for them to satisfy any particular target markets better than other types of retailers D. they usually cannot carry enough items in a line for any customers to find what they want E. all of the provided alternatives are problems for limited-line retailers

A. many of the items they carry are slow moving

PerfectSweatShirt Company makes and sells a high end hoodie thru an online website. after a recent order, jane received a discount code she could give to a friend. she sent the code to her friend amy and when amy used the discount code, jane received a five dollar credit on a future purchase. the company is using: A. referral program B. advertising allowance C. owned media system D. product promotion activity E. viral management

A. referral program

BMW places a TV ad for its new 7-series sedan in the highly-rated Academy Awards program. In the traditional communication model, BMW is the: A. source B. message channel C. decoder D. receiver

A. source

All of the following would be reasons for a firm to use direct distribution rather than indirect distribution, except: A. the firm has limited financial resources B. lack of cooperative intermediaries C. control of messaging D. better contact w the end customer E. customers are concentrated in the same geographic area

A. the firm has limited financial resources

Trion, Inc. recently spent $1,000,000 on newspaper advertising and obtained a 30 percent increase in sales. Which of the following is TRUE regarding Trion's advertising effectiveness? A. trying to measure effectiveness of Trions advertising is not possible unless ads were pretested B. its hard to evaluate the ads effectiveness because the sales increase was the result of Trions whole mkt mix not just its advertising C. trions advertising effectiveness should be evaluated by how many potential customers were exposed to the ads D. trions ads produced a very effective increase in sales E. its not possible to measure the effectiveness of trions ads .

B.

Walgreen's, CVS, and other "drugstores" have become scaled-down versions of mass-merchandisers by adding small appliances, housewares, food, and other items to their traditional lines. This type of "scrambled merchandising" is meant to deal with the increasing desire that consumers have for: A. personal service B. convenience C. low prices D. prestigious brand names E. quality

B. convenience

Which of the following is not an example of the customer service level concept? A. online shoppers expect to receive the exact item they ordered from amazon B. the local ice cream truck must have the lowest price C. an apple store has enough iphone 6's in stock to sell to all customers wanting to purchase one that day D. all of the provided alternatives are examples E. business executives renitng cars from Avis want the cars to be ready when they get off their planes.

B. local ice cream store

"Promotion" is MAINLY concerned with: A. obtaining a favorable corporate image. B. telling the target market that the right Product is available in the right Place at the right Price. C. obtaining maximum publicity--at the lowest cost. D. informing the public about the firm's offerings to maximize sales. E. getting people to buy a firm's product--even when it isn't needed.

B. telling target mkt .....

A "good" retail strategy planner knows that A. none of the alternatives are correct B. the failure rate among beginning retailers is quite high C. emotional needs are more important than economic needs in choosing a retailer D. its a mistake to try and develop a strategy that isnt equally appealing to all income groups E. its a mistake to try and develop a strategy that isnt equally appealing to all social class groups.

B. the failure rate is high

The best transportation alternative for shipping chickens from farms in West Virginia to processing plants in Maryland would be: A. air. B. truck. C. rail. D. water. E. none of the above.

B. truck

Which of the following transportation modes is "best" at handling a variety of goods? A. truck B. water C. air D. rail E. pipeline

B. water

A manufacturer of accessories for personal computers evaluates all the alternative systems by combining order processing, transportation, inventory management, and storage. If the total cost approach is followed, which physical distribution system should the manufacturer select? A. The one that maximizes customer service at the highest total cost. B. The one that maximizes customer service at the lowest total cost. C. The one that meets the customer service requirement at the lowest total cost. D. The one that meets the customer service requirement and minimizes transportation cost. E. The one that maximizes customer service and minimizes the cost of each individual component of physical distribution.

C.

Channel conflict: A. cannot be avoided or solved by the channel captain B. is very rare C. is vertical but not horizontal D. is often reduced when different products are offered thru diff channels E. is illegal

D.

The AIDA model consists of four promotion jobs: A. becoming aware, holding interest, arousing desire, and obtaining action B. getting attention, holding interest, creating demand, and obtaining action C. becoming aware, holding interest, arousing desire, and providing assistance. D. getting attention, holding interest, arousing desire, and obtaining action E. getting attention, building intrigue, arousing desire, and obtaining action

D.

Parties R Us is a large store containing nothing but party supplies. the selection is huge and prices are low. there is even a party consultant on hand to help plan parties. Parties R Us is a A. catalog retailer B. department store C. convenience store D. category killer

D. category killer

To encourage potential buyers to purchase a ticket to its upcoming concert, a rock band posts a YouTube video of an earlier performance on the website of its next performance. This is an example of: A. advertising B. personal selling C. single-customer marketing D. publicity E. sales promotion

D. publicity

The "total cost approach" to physical distribution management: A. ignored inventory carrying costs B. seeks to eliminate the storing function C. all of the provided alternatives are correct D. seeks to minimize the cost of transportation E. might suggest a high cost transporting mode if storing costs could be reduced enough to lower total distribution costs

E.

Which of the following is true about the practice of online searching for info by customers? A. When conducting an online search, most users look past the 10 results on a typical first page of search B. When conducting an online search, 90% of customers who click on an organic search choose the first or second result C. during an online search, 25% of customers who click on an organic search pick one of the top 5 search results D. advertising managers should ensure the availability of useful online content to target customers who are searching E. most customers favor the organic search results rather than the paid ads at the side of the search.

E.

Better performance of our market-directed MACRO-marketing system may require: A. newer and tougher laws because the present laws dont do enough to protect competing firms from each other B. none of these C. less emphasis on consumer privacy D. less business responsibility because consumers already determine whether a firm will succeed or fail E. more consumer responsibility

E. more consumer responsibility

Gillette spent $100 million in its first year of advertising for a new type of razor and blades. All of its advertising was directed at final consumers in the hope that these consumers would go to retailers and ask for the product by name. This is an example of: A. pushing B. encoding C. decoding D. AIDA E. pulling

E. pulling

Point-of-purchase materials, coupons, trade shows, calendars, merchandising aids, and sales training materials are all examples of A. advertising B. publicity C. mass selling D. personal selling E. sales promo

E. sales promotion

When an online intermediary like Hulu scans thousands of hours of programming each week and groups these programs into categories of digital programs (e.g. sports, crime, etc.), this is an example of: A. vertical integration B. licensing C. assorting D. bulk-breaking E. sorting

E. sorting

True or False: Paid media refers to promotional messages generated by a brand, company, or nonprofit organization and communicated through a message channel the brand directly controls.

False