MAR3023 Brady Exam 3 (Ch. 11-16) Tb Questions

_______ satisfy/satisfies an increasing expectation among consumers to have multiple channels available to obtain the goods and services they desire at their convenience. a. Online retailing b. Warehouse showrooms c. Brick-and-mortar stores d. Webrooming e. International retailing

a. Online retailing

Which of the following involves the processes to obtain resources to create value through sourcing, purchasing, and recycling including materials and information? a. Procurement b. Operations management c. Supply chain management d. Logistics management e. Channel management

a. Procurement

When you buy a new backpack from LLBean.com, which of the following consumer marketing channels are you using? a. Producer to consumer b. Producer to wholesaler to retailer to consumer c. Producer to industrial distribution to consumer d. Producer to agent to wholesaler to retailer to consumer e. Producer to retailer to consumer

a. Producer to consumer

Which of the following is responsible for a product, a product line, or several distinct products that make up an interrelated group within a multiproduct organization? a. Product manager b. Product mix manager c. Brand manager d. Venture team e. Market manager

a. Product manager

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. Public relations b. Personal selling c. Advertising d. Proxemic communication e. Sales promotion

a. Public relations

Which of the following is often favored by intermediaries? a. Restricted sales territories b. Refusal to deal c. Tying agreements d. Full-line forcing e. Exclusive dealing

a. Restricted sales territories

Which of the following involves identifying an unserved or underserved market segment and reaching it through a strategy that distinguishes the retailer from others in the minds of customers in the market segment? a. Retail positioning b. Category management c. Atmospherics d. Multichannel retailing e. Disruptive innovation

a. Retail positioning

In any one large metropolitan area, there is usually just one Ferrari luxury sports car dealer. This best illustrates _______. a. exclusive distribution b. selective distribution c. multichannel distribution d. digital distribution e. intensive distribution

a. exclusive distribution

Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _______. a. integrated marketing communications b. intelligent promotion communications c. integrated marketing connection d. integrated business communications e. intelligent marketing communications

a. integrated marketing communications

If a company's promotional budget is extremely limited, the firm is likely to rely on _______. a. personal selling b. sales promotion c. kinesic promotion d. advertising e. public relations

a. personal selling

Kimberly-Clark is in the process of eliminating products from the product mix because it no longer satisfies a sufficient number of customers. This is best described as _______. a. product deletion b. product positioning c. product adoption d. commercialization e. disruptive innovation

a. product deletion

Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of _______. a. tactile communication b. proxemic communication c. sales communication d. kinesic communication e. pioneer communication

a. tactile communication

Small, standardized, routinely purchased items are best suited for distribution through _______. a. vending b. direct-response marketing c. direct selling d. telemarketing e. television home shopping

a. vending

When a company offers many product lines, it can be said to have a _______. a. wide product mix b. narrow product mix c. deep product mix d. brand product mix e. shallow product mix

a. wide product mix

Which of the following is the strongest and most desired by marketers? a. Brand preference b. Brand insistence c. Brand recognition d. Brand equity e. Brand loyalty

b. Brand insistence

n the case that a preferred brand is not available, which of the following consumer product types will a shopper be most likely to choose a substitute brand? a. Shopping b. Convenience c. Specialty d. MRO supplies e. Installations

b. Convenience

Which of the following is the most expensive form of retailing? a. Direct-response marketing b. Direct selling c. Catalog marketing d. Vending e. Online retailing

b. Direct selling

Which of the following identifies old technologies that can be exploited in new ways or develops new business models to give customers more than they've come to expect from current products in a specific market? a. Idea generation b. Disruptive innovation c. Line extension d. Brand extension e. Product modification

b. Disruptive innovation

Which of the following does not take possession of the merchandise? a. Mail-order wholesalers b. Drop shippers c. Rack jobbers d. Cash-and-carry wholesalers e. Truck wholesalers/jobbers

b. Drop shippers

Which of the following are viewed as "in the know" by many product adopters? a. Innovators b. Early adopters c. Early majority d. Late majority e. Laggards

b. Early adopters

ACME Corp. has decided that all of its products' packages should be similar. ACME is using which of the following? a. Brand extension b. Family packaging c. Private distributor packaging d. Co-branding e. Family branding

b. Family packaging

Which of the following is NOT an advantage of franchising? a. Franchises generally have lower failure rates than independent retail establishments. b. Franchisees must pay to use the franchisor's name, products, and assistance. c. Franchisees may be able to start a business with limited capital. d. Franchisees can benefit from the business experience of others. e. Franchisors gain distribution without the high cost of constructing and operating their own outlets.

b. Franchisees must pay to use the franchisor's name, products, and assistance.

Which of the following levels of market coverage is most appropriate for products that have a high replacement rate, require almost no service, and are bought based on price cues? a. Physical distribution b. Intensive distribution c. Selective distribution d. Exclusive distribution e. Digital distribution

b. Intensive distribution

Which of the following is closely related to packaging and is used to identify, promote, inform, and address legal requirements? a. Brand mark b. Labeling c. Packaging d. Branding e. Brand licensing

b. Labeling

Which of the following is NOT a means of repositioning a product? a. Changing the product's image through promotional efforts b. Maintaining the product's marketing mix c. Physically changing the product d. Distributing the product through a different distribution channel e. Aiming the product at a different target market

b. Maintaining the product's marketing mix

Which of the following deletion strategies makes no attempt to give a declining product a new life? a. Run-out b. Phase-out c. Flash sale d. Immediate drop e. Lingering drop

b. Phase-out

Which of the following business marketing channels is most likely to be used? a. Producer to agent to industrial distributor to customer b. Producer to customer c. Producer to industrial distributor to customer d. Producer to manufacturer's agent to customer e. Producer to industrial distributor to retailer to customer

b. Producer to customer

ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using? a. Pull policy b. Push policy c. Exclusive policy d. Category management e. Tying policy

b. Push policy

Which of the following have special expertise in core physical distribution activities such as warehousing, transportation, inventory management, and information technology and can often perform these activities more efficiently? a. Freight forwarders b. Third-party logistics firms c. Channel captains d. Megacarriers e. Corporate VMS

b. Third-party logistics firms

Free samples can help move consumers into which of the following? a. Adoption b. Trial c. Awareness d. Interest e. Evaluation

b. Trial

Which of the following provides time utility by enabling firms to compensate for dissimilar production and consumption rates? a. Transportation b. Warehousing c. Inventory management d. Order processing e. Materials handling

b. Warehousing

Which of the following types is NOT an example of noise in the communication channel? a. When the Wi-Fi signal is slow and thus the internet connection is poor b. When a source uses an emoji that are understood by the receiver c. When broadcast television is interrupted due to breaking news d. When the source has laryngitis e. When a source uses words or an emoji that are unfamiliar to the receiver

b. When a source uses an emoji that are understood by the receiver

A major goal of integrated marketing communications is to send a consistent message to _______. a. ad agencies b. customers c. managers d. employees e. shareholders

b. customers

When a producer, wholesaler, or retailer has the ability to influence another channel member's goal achievement, it _______. a. is a channel captain b. has channel power c. is multichannel distribution d. is horizontally integrated e. is vertically integrated

b. has channel power

The fact that you cannot isolate the production of a ride through a ride-share service such as Uber or Lyft from its consumption relates to the service's _______. a. homogeneity b. inseparability c. perishability d. heterogeneity e. intangibility

b. inseparability

The development of a product that is closely related to one or more products in the existing product line, but designed specifically to meet somewhat different customer needs is best described as a(n) _______. a. aesthetic modification b. line extension c. brand extension d. quality modification e. product modification

b. line extension

The decisions and activities intended to create and maintain a certain concept of the firm's product, relative to competitive brands, in customers' minds are best described as _______. a. perceptual mapping b. positioning c. screening d. disruptive innovation e. repositioning

b. positioning

A _______ is a specific version of a product, while a _______ is a group of closely related products that are considered to be a group because of marketing, technical, or end-use considerations. a. product mix; product line b. product item; product line c. product item; product mix d. brand; product mix e. product mix width; product mix depth

b. product item; product line

Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _______. a. combat competitive promotional efforts b. retain loyal customers c. identify prospects d. encourage product trial e. reduce sales fluctuations

b. retain loyal customers

Any product making a nutritional claim must have _______. a. standardized packaging b. standardized nutrition labeling c. promotional nutrition labeling d. the information that the manufacturer thinks is important e. package licensing

b. standardized nutrition labeling

Although heterogeneity results in variability in service quality, which makes it difficult to standardize services, it does offer a significant advantage: _______. a. the ability to distribute services through multiple channels b. the ability to customize c. the ability to store unused products for a later date d. lower costs e. lower prices

b. the ability to customize

A product modification differs from a line extension in that _______. a. the original product remains in the line b. the original product does not remain in the line c. it changes the sensory appeal of a product by altering its taste, texture, sound, smell, or appearance d. it changes the product's dependability and durability e. the new product is in a different product category

b. the original product does not remain in the line

Hulu enables consumers to watch select TV shows whenever they want instead of when they are broadcast. This illustrates _______. a. possession utility b. time utility c. technological utility d. place utility e. form utility

b. time utility

Phydeaux and Friends is an independent retailer that carries deep product lines of pet supplies. This small, locally owned store is best classified as a(n) _______. a. warehouse showroom b. traditional specialty retailer c. category killer d. off-price retailer e. department store

b. traditional specialty retailer

Which of the following is NOT a form of direct marketing? a. Catalog marketing b. Television home shopping c. Direct selling d. Direct-response marketing e. Telemarketing

c. Direct selling

Which of the following alters a product's versatility, effectiveness, convenience, or safety? a. Aesthetic modification b. Quality modification c. Functional modification d. Package modification e. Ingredient modification

c. Functional modification

When a product's performance characteristics are at least equal to those of competitive brands and it is priced lower, which of the following is appropriate? a. Positioning to highlight style b. Positioning to emphasize ingredients c. Head-to-head positioning d. Positioning to avoid competition e. Repositioning

c. Head-to-head positioning

Which of the following is responsible for managing the marketing activities that serve a particular group of customers? a. Brand manager b. Product mix team c. Market manager d. Product manager e. Venture team

c. Market manager

Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements? a. Personal selling b. Public relations c. Product placement d. Sales promotion e. Advertising

c. Product placement

Which of the following is NOT one of the criticisms of promotion cited in your text? a. Promotion increases prices b. Promotion fosters materialism c. Promotion lowers prices d. Promotion is deceptive e. Promotion creates needs

c. Promotion lowers prices

Which of the following is owned by the producer? a. Brokers b. Selling agents c. Sales offices d. Commission merchants e. Manufacturers' agent

c. Sales offices

Which of the following integrates the functions of operations management, logistics management, procurement, and marketing channel management so that products are produced and distributed in the right quantities, to the right locations, and at the right times? a. Logistics b. Third-party logistics c. Supply chain management d. Multichannel distribution e. Channel integration

c. Supply chain management

Which of the following product elements derives from customers' involvement with the product, which may convey additional value to many products (and brands) for buyers? a. The core product b. Supplemental features c. Symbolic or experiential benefits d. Brand loyalty e. Brand equity

c. Symbolic or experiential benefits

When Malcolm Reynolds walks into his local H&M store, he gets a message on his smartphone announcing that T-shirts in the store are 25% off today. This illustrates the use of _______. a. self-checkout b. websites c. beacons d. virtual fit e. smart mirrors

c. beacons

The Red Cross raises funds to help people recover after fires, tornados, and other disasters. For the Red Cross, the victims of these disasters represent _______. a. target markets b. client segments c. client publics d. target publics e. general publics

c. client publics

The most popular type of vertical marketing system is the _______. a. corporate VMS b. administered VMS c. contractual VMS d. horizontal VMS e. vertical VMS

c. contractual VMS

The key to success in retailing is to have a strong _______ with a retail strategy that provides the level of service, product quality, and innovation that consumers desire. a. online presence b. location c. customer focus d. shareholder focus e. category management

c. customer focus

Customers usually have two levels of service expectations: _______ and _______. a. perishable; intangible b. intangible; inseparable c. desired; acceptable d. desired; perishable e. unwanted; acceptable

c. desired; acceptable

Training can help employees provide consistent service quality, thereby lessening variations in service quality, which is also known as _______. a. inseparability b. perishability c. heterogeneity d. client-based relationships e. intangibility

c. heterogeneity

When customer-contact jobs are contracted out to the homes of workers, it is called _______. a. intangibility b. outsourcing c. homesourcing d. perishability e. home-based marketing

c. homesourcing

The primary difference between a service and a good is that a service _______. a. is dominated by the tangible portion of the total product b. provides the psychological stimulation that aids in solving problems or adjusting to the environment c. is dominated by the intangible portion of the total product d. is dominated by its symbolic meaning e. provides many jobs in the United States

c. is dominated by the intangible portion of the total product

If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _______. a. deceptive advertising b. greater need c. lower prices d. materialism e. higher prices

c. lower prices

The use of a variety of marketing channels to ensure maximum distribution is best called _______. a. digital distribution b. channel integration c. multichannel distribution d. supply chain alliances e. logistics

c. multichannel distribution

When retailers use multiple distribution channels to complement their stores with catalogs, apps, or websites, they are using _______. a. digital retailing b. scrambled merchandising c. multichannel retailing d. retail discounting e. multichannel distribution

c. multichannel retailing

Anjali Ravi and Sofia Similpa are starting a business where they own and stock display racks in supermarkets, discount, and drugstores with current magazines. Ravi and Similpa's business would best be described as _______. a. general-merchandise wholesalers b. specialty-line wholesalers c. rack jobbers d. drop shippers e. truck jobbers

c. rack jobbers

When a product's packaging can be reused for an additional purpose, this is best described as _______. a. category-consistent packaging b. family packaging c. secondary-use packaging d. handling-improved packaging e. family branding

c. secondary-use packaging

Customers' perceptions of how well a service meets or exceeds their expectations is best described as _______. a. ingredient quality b. experience quality c. service quality d. credence quality e. search quality

c. service quality

Supply chain management should begin with a focus on _______. a. the producer b. the seller c. the customer d. the government regulator e. the marketing channel

c. the customer

Buyers recognize the existence of a new product during which of the following stages of the product adoption process? a. Interest b. Evaluation c. Trial d. Awareness e. Adoption

d. Awareness

Sales fall rapidly during which of the following? a. Maturity stage b. Growth stage c. Product development d. Decline stage e. Introduction stage

d. Decline stage

Which of the following is a fraction of the size of conventional discount stores and typically offer very low prices on smaller size name-brand nonperishable household items? a. Discount stores b. Warehouse showrooms c. Warehouse clubs d. Extreme-value stores e. Hypermarkets

d. Extreme-value stores

During which of the product life cycle stages do sales rise rapidly? a. Maturity b. Introduction c. Deletion d. Growth e. Decline

d. Growth

Dell Computer and Harley Davidson are well known for their use of the just-in time (JIT) approach. To which of the following physical distribution activities does the JIT approach belong? a. Warehousing b. Transportation c. Order processing d. Inventory management e. Materials handling

d. Inventory management

Which of the following is characterized by intense competition? a. Growth b. Decline c. Introduction d. Maturity e. Test marketing

d. Maturity

Which of the following is appropriate for stimulating primary demand? a. Personal selling b. Reinforcement promotion c. Viral marketing d. New introductory promotion e. Comparative promotion

d. New introductory promotion

During which phase of the new product development process is a new product idea turned into a prototype or working model? a. Concept testing b. Business analysis c. Screening d. Product development e. Test marketing

d. Product development

ACME Corp. is going through the new product development process and is selecting ideas with the greatest potential for development for further review. ACME is in which phase of the new product development process? a. Product development b. Business analysis c. Test marketing d. Screening e. Concept testing

d. Screening

Suppliers may use _______ to get rid of slow-moving inventory, while a franchiser may use them to maintain quality control and protect the franchiser's reputation a. Refusal to deal b. Restricted sales territories c. Exclusive dealing d. Tying agreements e. Warehousing

d. Tying agreements

The Double-A of American Airlines, the peacock of NBC, and the apple with a missing bite of Apple are examples of a _______. a. brand name b. trade name c. trademark d. brand mark e. brand equity Hide Feedback

d. brand mark

The limit on the volume of information a communications channel can handle effectively is known as _______. a. feedback b. noise c. receiver d. channel capacity e. channel logistics

d. channel capacity

Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _______. a. stimulate demand b. create awareness c. identify prospects d. encourage product trial e. facilitate reseller support

d. encourage product trial

The process of creating and designing products so that customers perceive them as different from competing products is best described as _______. a. disruptive innovation b. concept testing c. product modification d. product differentiation e. product positioning

d. product differentiation

The world's first service economy was _______. a. Germany b. Australia c. Japan d. the United States e. Canada

d. the United States

At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as _______. a. personal selling b. word-of-mouth communication c. sales promotion d. viral marketing e. buzz marketing

d. viral marketing

Which of the following is NOT one of the factors that affect service quality? a. Customer expectations b. Employee performance c. Management of service expectations d. Service quality specifications e. Corporate performance

e. Corporate performance

Which of the following perform the widest range of wholesaling functions? a. Sales branches b. Drop shippers c. Agents d. Limited-service wholesalers e. Full-service wholesalers

e. Full-service wholesalers

Traveler's Insurance uses an umbrella in its name to symbolize protection. Such symbols provide cues to overcome which aspect of a service? a. Heterogeneity b. Perishability c. Inseparability d. Client-based relationships e. Intangibility

e. Intangibility

Which of the following is NOT one of the four elements of the promotion mix? a. Personal selling b. Advertising c. Public relations d. Sales promotion e. New introductory promotion

e. New introductory promotion

_______ is/are a rapidly-growing segment that most retailers now view as vital to their businesses. a. Category killers b. Extreme-value stores c. Brick-and-mortar stores d. Webrooming e. Online retailing

e. Online retailing

Which of the following is the total group of products that an organization makes available to customers? a. Promotion mix b. Product mix width c. Brand mix d. Marketing mix e. Product mix

e. Product mix

Which of the following levels of market coverage is desirable when a special effort, such as customer service from a channel member, is important to customers? a. Multichannel distribution b. Digital distribution c. Exclusive distribution d. Intensive distribution e. Selective distribution

e. Selective distribution

Which of the following is NOT a way in which nonprofit marketing is different from conventional marketing? a. Nonprofit marketing has more opportunity for creativity. b. It can be difficult to judge the performance of a nonprofit. c. The chief beneficiaries are clients, members, or the public at large. d. Nonprofit marketing can be quite controversial. e. The chief beneficiary is who owns it or holds stock in it

e. The chief beneficiary is who owns it or holds stock in it

Which of the following are purchased when a sudden problem must be solved, products of which customers are unaware of until they see them in a store or online, and products that people do not plan on purchasing? a. Specialty products b. Shopping products c. Convenience products d. Accessory products e. Unsought products

e. Unsought products

Which of the following is responsible for all aspects of developing a product: research and development, production and engineering, finance and accounting, and marketing? a. Brand manager b. Product manager c. Market manager d. Brand developer e. Venture team

e. Venture team

When a product's target market consists of millions of customers, organizations tend to rely on _______ and _______. a. advertising; personal selling b. personal selling; public relations c. advertising; public relations d. public relations; sales promotion e. advertising; sales promotion

e. advertising; sales promotion

All of the following are general-merchandise retailers, except _______. a. hypermarkets b. extreme-value stores c. department stores d. warehouse clubs e. category killer

e. category killer

Delivery and installation, financing arrangements, customer training, warranties and guarantees, repairs, layaway plans, convenient hours of operation, adequate parking, and information through toll-free numbers and websites are examples of _______. a. product features b. product differentiation c. product design d. customer positioning e. customer services

e. customer services

Nonprofit decisions that relate to how ideas and services will be made available to clients relate to _______. a. promotion b. profit c. price d. product e. distribution

e. distribution

One of the most important factors in providing high service quality to customers is _______. a. apps and kiosks that reduce the level of customer contact b. customer satisfaction c. customer training d. employee uniforms e. employee satisfaction

e. employee satisfaction

If PetSmart began to acquire very successful local pet stores, this would be an example of _______. a. multichannel integration b. digital integration c. channel power d. vertical integration e. horizontal integration

e. horizontal integration

The Red Cross raises money to help people survive natural and manmade disasters. Red Cross can best be described as a(n) _______. a. unsought product b. good c. service d. specialty product e. idea

e. idea

Word-of-mouth communication is most effective for _______ and _______. a. new-to-market products; inexpensive products b. new-to-market products; convenience products c. long-time products; expensive products d. declining products; expensive products e. new-to-market products; expensive products

e. new-to-market products; expensive products

To reduce prices of services used during slow periods in order to boost demand, marketers may use _______. a. peak pricing b. client-based pricing c. supply-based pricing d. high-contact pricing e. off-peak pricing

e. off-peak pricing

Huy Fong Foods is buying peppers and vinegar to make its iconic Sriracha sauce. For Huy Fong Foods, these are best described as _______. a. raw materials b. installations c. accessory equipment d. component parts e. process materials

e. process materials

In the communication process, the _______ is the individual, group, or organization that decodes a coded message. a. noise b. feedback c. source d. communications channel e. receiver

e. receiver

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______. a. sales promotion b. proxemic communication c. personal selling d. kinesic communication e. word-of-mouth communication

e. word-of-mouth communication