Marketing Final Test 3&4
What happens in the zero moment of truth?
A customer uses a digital device to begin learning about a potential purchase
According to recent date from the Nielsen research firm, 60 percent of consumers researching products through online sources
A social networking cite
The value the firm derives from consumers' positive perception of its product is called
Brand equity
Which of the following people on a website design team is using a wireframe
Calvin is putting a framework together of how the website should function
According to your text, corporate social responsibility, substainablitlity, and environmentalism, whether they are implemented domestically or globally, are about
Communication
When building a successful brand, it is important that all of the marketing decisions, promotions, and employees reinforce the brand by providing a(n) _______ experience in the minds of consumers.
Consistent
In the early 2000s, the Mattel company was faced with a major problem
Crisis management
The measurement of how well a CRM program prioritizes customers based on each customer profitability is referred to as
Customer focus
In the price-setting process, the next step after demand has been evaluated is to
Determine cost
The umbrella term that refers to the marketing of goods or services using digital mediums, such as email, websites,
Digital Marketing
which of the following statements regarding supply chain management is not true?
Each channel within a supply chain acts independently of the other channels
The duty to be profitable falls under which dimension of corporate social responsibility?
Economic
A company that practices disintermediation is doing which of the following
Eliminating intermediaries in the delivery of its products to consumers
As a marketing tool, packaging
Gives a product a chance to stand out among competition
Which of the following is true regarding the use of domain names
It helps if a company's domain name is the same as its brand
Which of the following is not a requirement necessary to constitute a perfect order
It must include return packaging material in case the product is damaged
Which of the following is not an advantage of magazine/newspaper advertising?
Its use as a primary information source
Which data analysis tool allows firms to monitor the actual costs of doing business with customers to ensure that it is focusing on the most profitable customers?
Lifetime value analysis
Those activities that focus on delivering the right product, to the right place, to the right customer, at the right time, in the right quantity, in the right condition,
Logistics
All of the following are ways in which a firm might be engaged in sustainable marketing except
Making sure that production levels can cover the firms cost
All along the supply chain, distribution channels add value to the product by
Making the product available to ship, taking customer orders and shipping the products to the next chain
Placing an order for a product on a company's webpage is an ______ method for direct interaction
Mechanical
Which of the following persons is using social media to act as a brand ambassador
Noah, who post pics with his friends drinking red bull
Publicity gained through advertising, such as buying a 30-second Super Bowl commercial or sponsoring a college bowl game, is referred to as
Paid media
The two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customers purchase decision is referred to as
Personal selling
What type of advertising is common during the growth stage of the product life cycle as firms compete directly
Persuasive
The amount of something (money, time, or effort) that a buyer exchanges with a seller
Price
A measure of price sensitivity that gives the percentage of change in quantity demanded
Price elasticity demand
The degree to which the price of a product affects consumers purchasing behavior is referred to as
Price sensitivity
The degree to which the price of a product affects the consumers purchasing behavior is referred to as the
Price sensitivity
The advent of social media as a communication tool for marketers has made companies
Proactive in their communications approach
The advertising technique in which a company promotes its products through appearances on television show movies,
Product Placement
Which element of the four P's is affected by logistics
Product, price, place, and promotion
all the activates that communicate the value of a product and persuade customers to buy it is referred to as
Promotion
The goal of an integrated marketing communications strategy is to coordinate the various promotion mix elements to
Provide consumers with a clear and consistent message about the firms product
demand is unstable, as it often is in the introductory and growth stages of the product life cycle, it might be best for a firm to use a
Pull strategy
Which type of supply chain strategy is demonstrated by the following sequence
Push pull strategy
Damages, inconsistent service and lack of accessibility are all disadvantages of
Rail transportation
Since consumers have the tendency to compare prices on almost everything they buy, marketers setting prices should attempt to capitalize
Reference Price
What sort of strategies must companies embrace for an integrated supply chain to work
Relationship-based
In order to provide consistently relevant marketing content, marketers must provide consumers with content that is all the following except
Repetitive
Jenna was excited to purchase a Bluetooth wireless speaker. She brought her purchase home and is now using it for the first time
SMOT
According to your text, what is the biggest challenge in global branding
Staying easily recognizable at any location
Once marketers at Levi's found out that growing cotton needed to make jeans took too much water
Sustainable marketing
The practice of recreational traveling in a way that maximizes the social and economic benefits to the local community and minimizes the negative impact on cultural heritage and the environment is referred to as
Sustainable tourism
What is marginal revenue
The change in total revenue that result from selling one additional unit of a product
Which of the following accurately describes the break-even analysis
The process of calculating the sales volume needed to achieve a profit zero
What issue highlighted in your text is an ever-present concern for customers regarding CRM systems?
The worry that customer data is not secure
What is the major disadvantage of publicity as a promotion mix tool
There is less control over how the information is presented
In website design, much of the work during the development phase is managed
Through content management system
The three primary objectives of an advertising campaign are
To inform, to persuade, and to remind
According to your text, the ultimate objective of supply chain management is
To integrate the activities of related companies so they function as one extended enterprise
What are two of the most common effective strategies marketers can use for raising prices?
Unbundling and escalator clauses
Kelsey liked her new smart television so much she went online to the company's website to post a positive reply
User-generated content
By leveraging the resources and skills of its various component firms, a supply chain provides the end consumer with
Value
Variable coast are defined as cost that
Vary depending on the number of units produced or sold
Compare the various modes of transportation. Which one has a low cost and very high capacity, but slow delivery
Water transportation
The eco-branding strategy tends to succeed in industries
Where significant barriers to imitation exist
Which of the following is an example of geo-fencing
While shopping at the mall, Adam received a text message for 20% off his fav store
Corporate social responsibility refers to
an organization's obligation to maximize its positive impact and minimize its negative impact on society
What is the most common type of sales promotion?
coupons
In the planning phase of website development, the planning team works with the stakeholders to
develop a clear understanding of the site's target audience and its needs.
When a business allows employees to make decisions about how service is provided to customers it is practicing
empowerment
Which performance metric measures how many shipments are delivered per the requested delivery date
on-time delivery
While viewing a webpage for outdoor gear. Phil noticed a graphic display advertising skateboards at a low prices. When he clicked on the ad, it took him to a different website
paid display
Volume maximization is also referred to as
penetration pricing
Which element of the promotion mix refers to the set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product
sales promotion
According to your text, what do people think of first when they hear the term marketing
television advertising
charging someone less than they are willing to pay
underpricing
The ease with which website visitors can achieve their objectives for visiting the site is termed
website usability