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MKT 310 [Exam 3]

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A current trend on YouTube is video reviews of brands. Most are made by positive and passionate fans raving about the brand. For Covergirl and Revlon, what percent of videos that mention the brand are fan-created videos? (a) 99 percent (b) 88 percent (c) 66 percent (d) 77 percent

(a) 99 percent

A financial incentive that can be part of a content seeding program by a brand is to offer consumers something exclusive that makes that consumer feel special. True or False

False

Participants may win a prize without performing any type of activity with a: (a) contest. (b) premium. (c) sweepstakes. (d) price-off program.

The newest form of data analytics is location-data tracking, which is the process of: (a) analyzing data provided by mobile phone GPS technology and combining it with consumer profile information. (b) identifying individuals within a specified location that meet a firm's target audience for a mobile campaign. (c) purging names from a list of individuals who live within a specified area that do not meet a target profile. (d)making the data anonymous so that specific individuals cannot be identified.

(a) analyzing data provided by mobile phone GPS technology and combining it with consumer profile information.

Adam patronizes Subway almost weekly and often makes comments on Twitter about his visits. Adam's patronage of Subway illustrates the brand advocate characteristic of: (a) behavioral commitment (b) member of multiple social networking sites (c) quality communication skills (d) emotional connection to the brand

(a) behavioral commitment

In terms of generating leads for personal selling, the worst method is: (a) cold calls. (b) networking. (c) directories. (d) database-generated leads.

(a) cold calls

In handling objections during the sales call, Gavin (the salesperson) normally will say "yes, but..." then proceed to explain his brand's benefits or features that will address the objection raised. This approach is called the ________ method. (a) compensation (b) "feel, felt, found" (c) head-on (d) indirect

(a) compensation

Providing a small sample of laundry detergent with the purchase of dryer sheets is ________ sampling. (a) cross-ruff (b) response (c) media (d) direct

(a) cross-ruff

All of the following concepts are associated with guerilla marketing except: (a) designed to obliterate the competition. (b) requires energy and imagination. (c) aims messages at individuals and small groups. (d) "you marketing," based on how we can help "you."

(a) designed to obliterate the competition.

Manufacturers should concentrate their efforts at trade shows on each of the following buyer groups except: (a) education seekers. (b) buying teams. (c) power buyers. (d) solution seekers.

(a) education seekers.

Regional or specialty trade shows would be better than a large, national trade show for all of the following goals except: (a) enhance a firm's brand or corporate name. (b) provide higher quality prospects. (c) opportunities to bond with customers. (d) more quality one-on-one time with customers.

(a) enhance a firm's brand or corporate name.

A company or brand with a strong brand community displays all of the following characteristics except a: (a) high market share. (b) unique position in the marketplace. (c) positive image. (d) rich and long tradition.

(a) high market share

Branded entertainment: (a) integrates entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium. (b) emphasizes consumers passing along information about a product to other consumers. (c) uses planned insertions of a brand or product into a movie, television show, or some other media. (d) seeks to obtain instant results while using limited resources.

(a) integrates entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium.

In terms of generating leads for personal selling, the best method is: (a) referrals. (b) directories. (c) networking. (d) database-generated leads.

(a) referrals

The key to a successful sampling program is: (a) targeting the right audience. (b) gaining visibility prior to the sampling program. (c) reducing the costs of distribution. (d) gaining the cooperation of retailers and other channel members.

(a) targeting the right audience.

Jennifer is a salesperson and has just finished answering objections of a client. The next step in the selling process is: (a) the sales closing. (b) acquire knowledge of the client. (c) to make the sales presentation. (d) the follow-up.

(a) the sales closing

Rewards given as contest prizes to brokers, retail salespeople, retail stores, wholesalers, or agents is considered a: (a) trade contest. (b) drop-ship allowance. (c) trade allowance. (d) cooperative merchandise agreement.

(a) trade contest

Advergames are: (a) very popular and are often played more than 500,000 times per day. (b) played more if they are at a neutral gaming site. (c) the most popular if they are placed on the brand's website. (d) gaining in popularity with companies because the cost to advertise a brand on the game is free.

(a) very popular and are often played more than 500,000 times per day

An attractive feature of Instagram is that users tend to be (a) young, wealthy, and female (b) young and primarily of a minority race (c) young and male (d) highly educated with incomes above $100,000

(a) young, wealthy, and female

In handling objections during the sales call, Jasmine (the salesperson) will let the customer talk about his or her fears or worries, then relate the experience of a similar customer and how the brand Jasmine is selling met those worries. Which method is being used? (a) Compensation (b) "Feel, felt, found" (c) Head-on (d) Indirect

(b) "Feel, felt, found"

A social network is: (a) the utilization of social media and/or social networks to market a product, company, or brand (b) a social structure of individuals and/or organizations that are tied together in some manner (c) a website that focuses on a specific interest, hobby, or demographic group (d) any digital tool or venue that allows individuals to socialize on the web.

(b) a social structure of individuals and/or organizations that are tied together in some manner

Adrienne noticed that sharing a message about a new Louis Vuitton fashion show with her friends allowed her to see some of the new fashions before the show took place. This type of content seeding is an example of: (a) a financial incentive (b) a value-added incentive (c) a contest (d) creating a brand advocate

(b) a value-added incentive

All of the following would be considered alternative media except: (a) escalators. (b) billboards. (c) local and state government facilities. (d) shopping bags.

(b) billboards.

All of the following statements are true about blogs except: (a) some blogs permit visitors to post comments, others do not (b) blogs are often tied in with viral marketing campaigns (c) blogs are a powerful means of spreading word-of-mouth communications about a product (d) blogs have been created on a wide range of topics

(b) blogs are often tied in with viral marketing campaigns

A measure of the number of times a brand receives a mention on social networks within a specific time frame is called: (a) buzz frequency (b) brand buzz (c) reach (d) frequency

(b) brand buzz

Buzz, or word-of-mouth, marketing can be generated in all of the following ways except: (a) company or agency employees posing as customers of the company, telling others about the brand. (b) companies developing user-generated ads or blogs. (c) consumers who truly like a brand and tell others. (d) consumers who like a brand and are sponsored by a company to tell others

(b) companies developing user-generated ads or blogs

The "Intel inside" tag line seen in advertisements by a retail computer store or by a computer manufacturer such as Dell is a form of: (a) direct marketing. (b) cooperative advertising. (c) producer markup combined with retailer pass-alongs. (d) manufacturer's prerogative.

(b) cooperative advertising.

Kaylee is getting ready to close her sales call. She feels she has answered all of the prospect's objections and feels confident that the prospect is ready to buy. The best close for her would be the ________ close. (a) continuous "yes" (b) direct (c) summarization (d) assumptive

(b) direct

Experiential marketing seeks to: (a) provide companies with a unique venue to reach consumers where they go for entertainment. (b) engage individuals with the brand rather than just provide free samples. (c) generate buzz about a brand through stealth techniques. (d) engage individuals in generating social media buzz.

(b) engage individuals with the brand rather than just provide free samples.

Approximately two-thirds of internet users have a profile on: (a) pinterest (b) facebook (c) twitter (d) instagram

(b) facebook

Morgan is the marketing manager for a small auto parts retailer. She wants to purchase a list that has the highest probability of producing sales. The best list for her to purchase would be a(n) ________ list. (a) compiled (b) hot (c) internal customer (d) response

(b) hot

Buzz marketing can be compared to a virus. The incubation stage: (a) involves the product being adopted by the early majority. (b) involves the product being used by a few innovators or trendsetters. (c) corresponds to the product being introduced. (d) involves widespread use of the product.

(b) involves the product being used by a few innovators or trendsetters.

In purchasing a direct mailing list, a response list consists of individuals who have: (a) met a specific demographic profile. (b) made purchases or responded to direct mail offers in the past. (c) responded to a direct mail offer within the last 30 days. (d) responded to previous direct mail offers made by the company purchasing the list.

(b) made purchases or responded to direct mail offers in the past.

Brand advocates exhibit all of the following characteristics except: (a) behavioral commitment. (b) member of multiple social networking sites. (c) quality communication skills. (d) emotional connection to the brand.

(b) member of multiple social networking sites

An effective way of measuring the impact of point-of-purchase displays is to use: (a) redemption rates. (b) point-of-sale cash register data. (c) behavioral observation studies. (d) internet focus groups.

(b) point-of-sale cash register data

A measure of the number of fans, friends, or followers a brand has in social media is: (a) frequency (b) reach (c) brand buzz (d) buzz frequency

(b) reach

Manufacturers benefit from co-op advertising in all of the following ways except: (a) gain additional advertising exposure at reduced costs. (b) reimbursed by retailers for their share of the ad costs. (c) co-op dollars are directly tied to retail sales. (d) gain prominent exposure in an ad since no other competing brands can also be displayed.

(b) reimbursed by retailers for their share of the ad costs.

Budgets for product placements and branded entertainment have increased for all of the following reasons except: (a) the perception of what others think of a brand is important to consumers. (b) seeing brands used in movies and television shows intensifies the desire to purchase the brand. (c) a brand's appeal is stronger when it is shown in a non-advertising context. (d) seeing the brand used by other people provides post-purchase reassurance for individuals who have already purchased the brand.

(b) seeing brands used in movies and television shows intensifies the desire to purchase the brand.

Any digital tool or venue that allows individuals to socialize on the web is: (a) social media marketing (b) social media (c) a social network (d) social bookmarking

(b) social media

A special form of buzz marketing that uses surreptitious practices to introduce a product to individuals is ________ marketing. (a) experiential (b) stealth (c) guerrilla (d) lifestyle

(b) stealth

The need-satisfaction sales approach: (a) requires employees from the selling organization to analyze the buyer's business. (b) strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs. (c) requires the two organizations to develop a common mission. (d) uses specific statements to elicit specific responses from customers.

(b) strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs.

All of the following are reasons brand communities exist except: (a) social identity and bonding. (b) strong brand support. (c) affirmation of the buying decision. (d) swap stories.

(b) strong brand support.

Manufacturers use each of the following arguments against paying slotting fees except: (a) they are a form of extortion. (b) the fees favor new companies. (c) the fees favor large manufacturers over small manufacturers. (d) manufacturers are forced to pay millions of dollars that could be used for advertising, sales promotions, and other marketing efforts.

(b) the fees favor new companies.

Retailers use each of the following reasons to justify slotting fees except: (a) retailers must invest time and money in new products. (b) the fees level the playing field between small and large retail outlets. (c) the fees reduce the number of new products that are introduced each year. (d) the fees help retailers finalize decisions about carrying new products.

(b) the fees level the playing field between small and large retail outlets.

Current trends in consumer video sharing include all of the following except: (a) consumer re-creation of advertisements. (b) video blogging. (c) uploading broadcast ads. (d) video reviews of products.

(b) video blogging

Annie loves Kate Spade fashions and has created a video showing off some of the Kate Spade clothes she has purchased. Posting this video to YouTube is an example of which consumer video sharing trend? (a) consumer created how-to videos (b) video reviews of products (c) consumer re-creation of advertisements (d) uploading of broadcast and internet ads

(b) video reviews of products

Several differences exist when international companies attend trade shows. These differences include each of the following except international attendees: (a) tend to make purchase decisions during the trade show. (b) want a follow-up after the trade show by a senior executive. (c) tend to be senior executives with authority to make purchases. (d) spend more time at each exhibitor's booth.

(b) want a follow-up after the trade show by a senior executive.

Buzz marketing is also known as: (a) guerilla marketing (b) word-of-mouth marketing (c) lifestyle marketing (d) branded entertainment

(b) word-of-mouth

All of the following statements about Facebook are true except: (a) number of teens on Facebook has declined over 25 percent in the last 3 years (b) Facebook has over 1.2 billion users worldwide (c) Facebook generates about $1 billion in advertising revenue (d) number of individuals 55 or older has increased 80 percent

Because of the competitive nature of most people, an excellent content seeding program that takes advantage of this human trait is to offer: (a) something exclusive that makes the person feel special. (b) value-added incentives. (c) a contest. (d) financial incentives.

A social structure of individuals and/or organizations that are tied together in some manner is: (a) social media marketing (b) social media (c) social network (d) social bookmarking

Promotional campaigns that a retailer plans for customers through manufacturer trade incentives are: (a) slotting fee programs. (b) spiff money allocations. (c) calendar promotions. (d) merchandising management programs.

Amy sees a post on the Philadelphia Cream Cheese Facebook page and clicks on it. She is taken to the brand's website and to a recipe she wants to download. In terms of social media metrics, this would be counted as part of the: (a) Facebook share count (b) brand buzz score (c) click through rate to the brand's website (d) reach measure

Buzz marketing can be compared to a virus. The inoculation stage: (a) involves the product being adopted by the early majority. (b) involves the product being used by a few innovators or trendsetters. (c) corresponds to the product being introduced. (d) involves widespread use of the product.

In terms of generating leads for personal selling, the best referrals come from: (a) channel members. (b) vendors. (c) current customers. (d) other salespeople.

Many companies that sell clothes over the internet will email messages or an email newsletter to customers who are interested in keeping up with the latest fashion news. This strategy is most successful if it is based on: (a) data mining. (b) customer profile information obtained through cookies. (c) customer profile information the customer has provided to the company. (d) lifetime value and customer cluster analysis.

Because of a litigious society, brands wanting to be involved in real-time marketing must: (a) develop only viral marketing messages that are initiated by a consumer or fan posting on social media. (b) have all message approved by the brand's legal team prior to a live event. (c) develop upfront strategic planning prior to the assembling of war rooms during a live event. (d) develop policies and rules prior to live events that govern real-time marketing messages.

Experiential marketing combines all of the following except: (a) direct marketing. (b) personal selling. (c) guerilla marketing. (d) sales promotions.

In the selling process, which step follows the sales presentation? (a) knowledge acquisition (b) Follow-up (c) Sales closing (d)Handling objections

In handling objections during a sales call, Brandon (the salesperson) normally answers the objection directly, an approach called the ________ method. (a) compensation (b) "feel, felt, found" (c) head-on (d) indirect

The enjoyment of playing or participating in a contest or sweepstakes is called ________ value. (a) extrinsic (b) redemption (c) intrinsic (d) historic

Advertisers believe that product placements: (a) increase the brand's equity and top choice scores. (b) work only if the product is related in some way to the theme of the television show or movie. (c) lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases. (d) lead to increased awareness and more positive attitude toward the brand with a corresponding increase in sales of the brand.

(c) lead to increased awareness and more positive attitude toward the brand with only a few isolated cases of sales increases.

A furniture store setting up a special display of massage chairs at a children's soccer tournament is an example of: (a) creating a clearly defined product. (b) developing a unique market niche. (c) lifestyle marketing. (d) generating leads.

Advertising in online video games offers all of the following benefits except: (a)how long and how often an individual plays a game. (b) web metrics that are not available with other forms of product placements. (c) measures of the attitudes of game players towards the ads. (d) ability to track length of ad exposure in the game.

Buzz marketing can be compared to a virus. During the inoculation stage: (a) companies must rely on customers generating positive word-of-mouth communications. (b) companies who use buzz marketing tend to be highly successful. (c) only a few companies have been successful. (d) companies must support the buzz marketing effort with a high volume of advertising.

Prizes or gifts that consumers receive when purchasing products are called: (a) giveaways. (b) add-ins. (c) premiums. (d) purchase incentives.

All of the following are forms of video game advertising except: (a) rotating in-game advertising. (b) interactive ads. (c) promogames. (d) in-game advertisements.

Although brand advocates need to exhibit emotional and behavioral commitment to the brand, to be useful to marketers brand advocates need to exhibit the characteristic of: (a) membership in multiple social networking sites (b) having followers on their social network pages (c) quality communication skills (d) creating a high number of likes and shares on sites they visit

All of the following are reasons to use guerilla marketing except to: (a) build relationships with consumers. (b) create buzz. (c) reach consumers that cannot be reached with traditional advertising. (d) interact with consumers.

Retailers benefit from co-op advertising in all of the following ways except: (a) they can expand their advertising program at a low cost. (b) attract new and additional customers to their store because of national brands. (c) receive money in advance to cover the costs of advertising. (d) benefit from the image of promoting a national brand.

Forms of alternative marketing include all of the following except: (a) experiential marketing. (b) lifestyle marketing. (c) social media marketing. (d) branded entertainment.

Kathy is getting ready to close her sales call. She is not sure the prospect is quite ready so she goes over the benefits of the product and how it meets the customer's needs prior to asking for the order. This is an example of the ________ close. (a) continuous "yes" (b) trial method (c) summarization (d) assumptive

A disadvantage of product placements within online video games is ads may not be noticed by players. To combat this problem, a company called Massive developed technology: (a) that allows players to interact with the ad during the game. (b) that allows players to use sponsored downloads, such as a particular brand of car in a racing game. (c) to change ads in the online game in real time as individuals play or each time they play. (d) that allows players to choose the ad they want to see.

When samples are mailed or delivered door-to-door, which form of sampling is being used? (a) In-store distribution (b) Bonus pack (c) Cross-ruffing (d) Direct

(d) Direct

All of the following statements are true, except (a) advertisers are spending more money on trying to reach potential customers in new and innovative ways. (b) alternative marketing programs are on the rise. (c) advertisers are using more alternative media. (d) advertisers are ready to abandon traditional media, such as radio, television, magazines, and newspapers.

(d) advertisers are ready to abandon traditional media, such as radio, television, magazines, and newspapers.

According to the Word of Mouth Marketing Association, when a company uses its employees or those of its agency as advocates or brand evangelists, then these individuals should: (a) only identify they are with the company if a consumer asks. (b) never reveal they are with the company or its agency. (c) identify they are being sponsored by the company, but not say they are an employee. (d) be upfront and clearly identify themselves as being with the company.

(d) be upfront and clearly identify themselves as being with the company

Scanner-delivered coupons encourage: (a) brand loyalty. (b) trial purchases. (c) repeat purchases. (d) brand switching.

(d) brand switching.

Forms of alternative media programs include all of the following except: (a) buzz marketing. (b) guerilla marketing. (c) product placement. (d) digital marketing.

(d) digital marketing

Experiential marketing typically involves: (a) generating buzz about a unique marketing event. (b) a combination of guerrilla and buzz marketing tactics. (c) providing samples to individuals through social media. (d) direct response marketing through interactive means, such as special events and free samples.

(d) direct response marketing through interactive means, such as special events and free samples.

After General Mills received immediate, fierce, and racist comments about its Cheerios ad featuring a mixed-race couple, General Mills: (a) removed the ad from YouTube (b) modified the female in the ad so the couple was of the same race (c) conducted a focus group to determine if the views representede the majority of Americans or it was views of a small minority (d) disabled the comment feature on YouTube, but left the video on YouTube

(d) disabled the comment feature on YouTube, but left the video on YouTube

Alice is on Facebook and Instagram almost daily and often makes comments about her favorite brands. Alice's comments illustrate the brand advocate characteristic of: (a) behavioral commitment (b) member of multiple social networking sites (c) quality communication skills (d) emotional connection to the brand

(d) emotional connection to the brand

A company-sponsored blog can provide all of the following benefits except: (a) the blog can provide a means for the company to release information (b) it can ease a shopper's fear about purcchasing from a particular company. (c) the comments on the blog give individuals an idea of how the company treats its customers (d) individuals can post any type of negative comments without fear it will be deleted

(d) individuals can post any type of negative comments without fear it will be deleted

Buzz marketing can be compared to a virus. The infection stage: (a) involves the product being adopted by the early majority. (b) involves the product being used by a few innovators or trendsetters. (c) corresponds to the product being introduced. (d) involves widespread use of the product

(d) involves widespread use of the product

Guerilla marketing: (a) emphasizes consumers passing along information about a product to other consumers. (b) is the planned insertion of a brand or product into a movie, television show, or some other media. (c) is the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainment medium. (d) is designed to obtain instant results while using limited resources.

(d) is designed to obtain instant results while using limited resources.

Compared to Twitter, Facebook is more effective for advertising because Facebook generates: (a) greater brand awareness than Twitter. (b) younger, more affluent users than Twitter. (c) more posts, likes, and shares than Twitter. (d) more shares, more site traffic, and more new customers than Twitter.

(d) more shares, more site traffic, and more new customers than Twitter

Based on studies by Coca-Cola and McKinsey & Co, which statement about the impact of social media is true? (a) social media does not have any impact on sales (b) the amount of social media mentions has an impact on sales (c) social media sentiment does not impact sales, but social media mentions does impact sales (d) positive social media may not cause a sale increase, but negative social media causes a sale decline

(d) positive social media may not cause a sale increase, but negative social media causes a sale decline

Sony is promoting a special coupon and sale on its stereos. Retail stores that purchase at least 1,000 stereos during the next 30 days will receive an extra stereo, free, for each 50 they purchase over a 1,000 minimum. This is an example of a: (a) calendar promotion. (b) corporate sales program. (c) CMA. (d) premium or bonus pack.

(d) premium or bonus pack.

Some marketing experts believe that the overuse of coupons can damage a brand's image. Which of the following can actually enhance a brand's image? (a) Contests and sweepstakes (b) Sampling (c) Bonus packs (d) Premiums

(d) premiums

Oscar is on a tight budget so he uses the consumer promotions that will give him the best price for products he buys. Oscar is a ________ consumer. (a) shopper prone (b) promotion prone (c) brand loyal (d) price sensitive

(d) price sensitive

In purchasing a direct mailing list, a hot list consists of individuals who have: (a) made purchases or responded to direct mail offers in the past. (b) responded to previous direct mail offers made by the company purchasing the list. (c) met a specific demographic profile. (d) responded to a direct mail offer within the last 30 days.

(d) responded to a direct mail offer within the last 30 days.

In calculating the lifetime value of a market segment, the figures that are the most difficult to obtain are: (a) marketing and advertising costs. (b) fixed and variable costs. (c) database costs and acquisition costs. (d) retention rates.

(d) retention rates

The delivery of a free product to consumers for their use or consumption is a: (a) premium. (b) coupon. (c) bonus pack. (d) sample.

(d) sample.

Rewards given to channel members such as brokers, retail salespeople, and others as prizes for winning a contest are known as: (a) slotting fees. (b) volume incentives. (c) pay for play. (d) spiff money.

(d) spiff money

In a sales presentation, the ________ approach is often used by telemarketers, retail sales clerks, and new field salespeople. (a) mission-sharing (b) need-satisfaction (c) problem-solution (d) stimulus-response

(d) stimulus-response

Many marketing experts believe calculating the lifetime value of a market segment is superior to calculating the value for a single individual because it: (a) is a larger number. (b) is more stable than an individual. (c) adds costs that cannot be allocated per individual. (d) sums costs across a market segment.

(d) sums costs across a market segment.

An advantage to cinema advertising is: (a) there is very little clutter. (b) movie goers pay more attention to the ads since they are waiting for the movie to start. (c) the ads promote products that relate to the movie. (d) the ads are being shown to a captive audience.

(d) the ads are being shown to a captive audience.

Many times demographic and psychographic information about customers is not available through internal company records. In these situations: (a) the database can be appended with interaction and history information. (b) geocoding can be appended to each customer's record. (c) a company can offer customers an incentive to provide the necessary information. (d) the information can be purchased from external marketing research firms.

(d) the information can be purchased from external marketing research firms.

In determining lifetime value for individual customers, customer acquisition costs are determined by dividing: (a) advertising costs by the number of customer transactions. (b) total marketing and advertising costs by the number of total customers. (c) advertising costs associated with acquiring new customers by the number of new customers. (d) total marketing and advertising costs by the number of new customers.

(d) total marketing and advertising costs by the number of new customers.

Buzz sentiment refers to: (a) the total number of negative comments on social media. (b) a brand's buzz score based on its reach. (c)the total number of positive comments minus the negative comments. (d)whether the brand buzz was positive or negative.

(d) whether the brand buzz was positive or negative

A company-sponsored blog can provide valuable insights into how customers view the company, its brands, and its products. True or False

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