marketing final

Which of the following is used to engage customers​ anywhere, anytime during the buying and​ relationship-building processes? A. ​permission-based e-mail marketing B. mobile marketing C. blogs D. branded web communities E. online advertising

mobile marketing

A blog is​ a(n) ______. A. type of online advertising B. type of targeted​ e-mail C. ​text- and​ image-based ad and link that appears atop or alongside search engine results D. mobile app E. online forum

online forum

Websites, online​ advertising, email, online​ video, and blogs are all forms of​ ______. A. telemarketing B. social media marketing C. mobile marketing D. traditional direct marketing E. online marketing

online marketing

___ means sending email pitches only to customers who​ "opt in." A. phishing B. unsolicited email marketing C. spamming D. viral marketing . E. ​permission-based email marketing

permission-based email marketing

Consumers may receive an​ e-mail, supposedly from their bank or credit card​ company, saying that their​ account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called​ ______. A. phishing B. spamming C. telemarketing D. infomercials E. mobile marketing

phishing

________ is a retailing technique of carefully orchestrating the​ store's layout and​ displays, background​ music, colors, and smells. A. Wholesaling B. Environmental retailing C. Experiential retailing D. ​Omni-channel retailing E. Interior design

Experiential retailing

What is the final step in the​ seven-step personal selling​ process? A.Follow-up B.Prospecting C.Presentation D.Closing E.Qualifying

Follow-up

In which of the following is vertical​ conflict, conflict between different levels of the same​ channel, common? A. Channel intermediaries B. Supplier channels C. Independent retailers D. Franchise organizations E. Wholesalers

Franchise organizations

Which of the statements is TRUE regarding media and message​ decisions? A. Media and message decisions should be closely coordinated. . B. Message decisions are now more important than media decisions. C. Media and message decisions have no impact on results. D. Media and message decisions are independent of each other. E. Media and message decisions have no relationship to budgeting.

Media and message decisions should be closely coordinated.

Which of the following types of wholesalers are Independently owned businesses that take title to all merchandise​ handled? A. Merchant wholesalers B. ​Manufacturers' agents C. Rack jobbers D. Brokers E. Industrial distributors

Merchant wholesalers

Which of the following represents a new trend in logistics to save​ costs, increase​ efficiencies, and gain faster and more effective access to global​ markets? A. RFID and barcode tracking B. ​Just-in-time logistics C. Electronic data exchange D. Vendor managed inventory E. Outsourcing logistics functions

Outsourcing logistics functions

Which of the following uses promotional tools such as​ presentations, trade​ shows, and incentive programs to engage​ customers, make​ sales, and build customer​ relationships? A. Advertising B. Direct and digital marketing C. Sales promotion D. Public relations E. Personal selling

Personal selling

Channels often involve​ long-term commitments, and companies have many alternatives. What type of criteria should be used if the company wants to keep the channel flexible so that it can respond to environmental​ changes? A. Adaptability criteria B. Profitability criteria C. Investment criteria D. Sales criteria E. Control criteria

Adaptability criteria

________ is the first step in marketing channel design. A. Analyzing consumer needs . B. Setting channel objectives C. Identifying the types of intermediaries to use D. Identifying the number of intermediaries to use E. Evaluating major channel alternatives

Analyzing consumer needs

At which step in the personal selling process does a salesperson meet the customer for the first​ time? A.Presentation B.Preapproach C.Prospecting D.Approach E.Qualifying

Approach

Which of the following describes layers of intermediaries performing some of the work to bring the product and its ownership closer to the final​ buyer? A. Value delivery networks B. Marketing channels C. Channel levels D. Networking contacts E. Supply chains

Channel levels

Retailers must decide on which three major product​ variables? A. Product​ assortment, price, and location B. Product​ assortment, store​ atmosphere, and price C. Product​ assortment, services​ mix, and store atmosphere D. Product​ assortment, services​ mix, and price E. Product​ assortment, services​ mix, and location

Product​ assortment, services​ mix, and store atmosphere

Which advertising objective is best suited to maintaining customer relationships and for more mature​ products? A. Reminder B. Attack C. Persuasive D. Humorous E. Informative

Reminder

Which of the following describes the activities that play an important role in connecting brands to consumers in the final phases of the buying​ process? A. Shopper marketing B. Warehousing C. Retailing D. Manufacturing E. Wholesaling

Retailing

Successful retailers of the future must adopt which type of buying experience that is both seamless and integrates multiple types of​ media? A. Social shopping retailing B. ​Direct-to-consumer retailing C. ​Omni-channel retailing D. Discount retailing E. ​Off-price retailing

Social shopping retailing

Which of the following does NOT represent one of the major trends and developments in​ retailing? A. Retail convergence B. A surge in green retailing C. The rise of megaretailers D. Growing importance of retail technology E. Social​ e-tailing

Social​ e-tailing

______________ entails managing upstream and downstream​ value-added flows of​ materials, final​ goods, and related information among​ suppliers, the​ company, resellers, and final consumers. A. Distribution networks management B. Wholesaling C. Business distribution management D. Reseller networks E. Supply chain management

Supply chain management

Which of the following statements is true regarding​ salespeople? A.Salespeople do not play a role in solving customer problems. B.Salespeople are not well educated. C.The best salespeople are the ones who work closely with customers for mutual gain. D.Salespeople must be fast talkers. E.Most salespeople lack common sense and social skills.

The best salespeople are the ones who work closely with customers for mutual gain.

Which of the following indicates the length of a​ channel? A. The number of retailers in the channel B. The number of wholesalers in the channel C. The number of intermediary levels in the channel D. The number of final consumers in the channel E. The number of producers in the channel

The number of intermediary levels in the channel

In place of traditional​ media, marketers are using​ __________________________ to engage smaller customer segments with more​ personalized, interactive content. A. a broad selection of more specialized and highly targeted media B. increased amounts of public​ relations, trade​ shows, special​ events, and social media Your answer is not correct. C. more integrated social media D. less social media and more traditional but targeted media E. narrow but highly targeted media

a broad selection of more specialized and highly targeted media

Progressive wholesalers recognize that their only reason for existing is to​ ____________________. A. finance retailing transactions B. automate distribution C. add value . D. bear the risk of sales and distribution E. provide selling support

add value

Sherwin-Williams sells its paint and other branded products exclusively through​ company-owned retail stores.​ Sherwin-Williams has established​ a(n) _________. A. administered VMS B. corporate VMS C. conventional distribution channel D. contractual VMS E. vertical marketing system

corporate VMS

After segmenting and defining their target​ markets, retailers must then​ ____________________. A. decide on pricing by product line and assortment B. decide how they will differentiate and position themselves . C. decide on the store atmosphere and shopping experience D. decide on the product assortment and volume they will stock E. decide on the level of service they will provide

decide how they will differentiate and position themselves

What is the first decision made in sales force​ management? A.Training salespeople. B.Designing sales force strategy and structure. C.Compensating salespeople. D.Recruiting and selecting salespeople. E.Evaluating salespeople.

designing sales force strategy

The benefits of direct and digital marketing for buyers are that they are​ _________. A. ​easy, convenient, and private B. ​easy, convenient, and impersonal C. ​convenient, private, and hard to use D. ​easy, convenient, and public E. ​easy, private, and expensive

easy, convenient, and private

Companies today see channel members as​ ______________ and practice strong partner relationship management. A. B2B selling B. trade promotions C. discount pricing D. ​first-line partners E. consumer advertising

first-line partners

The goal of a push strategy is to​ _____________________________. A. induce channel members to carry and promote the product . B. give channel members additional media incentives to carry the product C. increase sales calls to distributors D. build trade demand E. save money by only focusing on consumers

induce channel members to carry and promote the product

In complex selling​ situations, personal selling can be more effective than advertising because it is​ ______________. A.only used for face to face customer interactions B.designed to reach large groups of consumers C.less engaging than advertising D.nonpersonal E.interpersonal

interpersonal

The massive shift in how and where people buy calls for​ __________________________. A. massive spending increases in advertising and sales promotion B. massive shifts in how store retailers operate C. massive spending in social media for​ brick-and-mortar retailers D. massive shifts in pricing strategies E. massive shifts to​ online-only environments for​ brick-and-mortar retailers

massive shifts in how store retailers operate

​It's time for the Super​ Bowl, and the​ end-of-the-aisle displays at the supermarket feature​ chips, dips, and soft drinks. What type of sales promotion tool is​ this? A.Sponsorship B.Point-of-purchase C.Allowance D.Sample E.Premium

point of purchase

One of the primary advantages of marketing logistics is​ __________________. A. cost savings in inventory management B. potentially high cost savings and improved customer satisfaction . C. maximizing​ inbound, outbound, and reverse logistics D. improved customer satisfaction and faster time to market E. being the solution for maximizing costs and customer satisfaction

potentially high cost savings and improved customer satisfaction

Hotels and​ motels, banks,​ airlines, restaurants,​ colleges, hospitals, movie​ theaters, tennis​ clubs, bowling​ alleys, repair​ services, hair​ salons, and dry cleaners are all examples of​ ________. A. ​non-retailers B. service retailers C. franchises D. specialty stores E. wholesalers

service retailers

Focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale is known as​ ______________________. A. showrooming B. internal marketing C. warehousing D. shopper marketing . E. retailing

shopper marketing

What is the fastest growing sales trend​ today? A.Outside sales B.Eliminating expense reports C.Telemarketing D.Team selling E.Social selling

social selling

Helping salespeople to​ "work smart" by doing the right things in the right ways is the goal of which area of sales force​ management? A.compensation plans B.training programs C.recruitment D.motivation E.supervision

supervision

When setting marketing channel​ objectives, companies should state the objective in terms of​ ______. A. the length of the channel B. exclusive distribution arrangements C. expected profitability D. ​competitors' objectives E. targeted levels of customer service

targeted levels of customer service

Justin, Inc., a​ U.S.-based watch​ manufacturer, sells its products in​ China, Russia,​ France, and India. To manage​ sales, Justin appoints a number of sales representatives to each location. Justin has adopted a​ ________ sales force structure. A.complex B.territorial C.market D.product E.customer

territorial

A(n) _____ consists of​ producers, wholesalers, and retailers acting as a unified system. A. administered vertical marketing system B. distribution center C. vertical marketing system D. channel level E. conventional distribution channel

vertical marketing system

To set its sales force​ size, a company can first group accounts into different classes according to​ size, account​ status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the​ ______ approach. A.inside B.field C.complex D.workforce E.workload

workload

Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this​ represent? A. Administered VMS B. Corporate VMS C. ​Manufacturer-sponsored retailer franchise system D. Conventional distribution channel E. Contractual VMS

Administered VMS

​________ promotions are used to generate business​ leads, stimulate​ purchases, reward​ customers, and motivate salespeople. A.Sales force B.Business C.Consumer D.Clutter E.Trade

Business

Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer​ relationships? A. Sales promotion B. Advertising C. Public relations D. Direct and digital marketing E. Personal selling

Direct and digital marketing`

Which of the following are common trade promotion​ tools? A.Discounts, free​ goods, allowances and free advertising specialty items B.Rebates, discounts, free​ goods, and allowances C.Discounts, free​ goods, allowances and price packs D.Discounts, free​ goods, coupons and rebates E.Rebates, samples, coupons and price packs

Discounts, free​ goods, allowances and free advertising specialty items

Press​ releases, sponsorships,​ events, and web pages are promotional tools used in​ _____________. A. personal selling B. advertising C. public relations D. direct and digital marketing E. sales promotion

public relations

Best​ Buy, Home​ Depot, Petco, and Bed Bath​ & Beyond, which are actually giant specialty stores characterized by immense size and deep assortments of​ merchandise, are sometimes called​ _______________. A. category killers B. service retailers C. discount stores D. supermarkets E. ​off-price retailers

category killers

When the company has defined its channel​ objectives, it should next identify its major channel alternatives in terms of the types of​ intermediaries, the number of​ intermediaries, and​ __________________. A. economic criteria B. consumer needs C. the responsibilities of channel members D. whether to use intensive or exclusive distribution E. the profitability of the channel

the responsibilities of channel members

Which of the following occurs during the presentation step in the personal selling​ process? A.The salesperson attempts to​ "razzle dazzle" the buyer. B.The salesperson closes the deal. C.The salesperson meets the buyer for the first time. D.The salesperson tells the buyer a value story. E.The salesperson handles objections.

the salesperson tells the buyer a value story

Which of the following statements about sales promotions is​ correct? A.The use of sales promotions has declined in recent years. B.The growing use of sales promotion has resulted in promotion clutter. C.Sales promotions offer​ long-term incentives to buy a product. D.Sales promotions are only offered to consumers. E.Companies that use sales promotions usually do not use any other promotional mix tools.

The growing use of sales promotion has resulted in promotion clutter.

Which of the following statements about public relations is​ correct? A. The lines between advertising and public relations are becoming more blurred. B. Public relations cannot be used to engage consumers. C. Public relations is only used to promote products. D. The impact of public relations on public awareness comes at a much higher cost than advertising. E. Trade associations do not use public relations.

The lines between advertising and public relations are becoming more blurred.

After recruiting and selecting​ salespeople, what is the next major step in sales force​ management? A.Designing sales force strategy and structure B.Compensating salespeople C.Training salespeople D.Supervising salespeople E.Evaluating salespeople

Training salespeople

The goal of logistics is to provide a targeted level of service at the least or lowest possible cost. To achieve this​ goal, which of the following are logistical functional​ areas? A. ​Warehousing, inventory​ management, transportation, and logistics information management B. ​Retailing, inventory​ management, transportation, and logistics information management C. ​Warehousing, inventory​ management, retailing, and logistics information management D. ​Warehousing, inventory​ management, transportation, and retailing E. Inventory​ management, transportation,​ shipping, and warehousing

Warehousing, inventory​ management, transportation, and logistics information management

Which of the following statements about wholesaling is​ true? A. Wholesalers do not make positioning decisions. B. Wholesalers do not need to define a target market. C. Wholesalers must make decisions regarding their marketing mix. . D. Wholesalers do not need to differentiate themselves. E. Wholesalers do not need to segment their markets.

Wholesalers must make decisions regarding their marketing mix.

What is the overall goal when retailers choose their product​ assortment? A. Offer as many products as they can fit on the shelves B. Offer products that will appeal to as many segments as possible C. Differentiate the retailer while matching target​ shoppers' expectations D. Only choose products that will maximize profits E. Offer the same products as their competitors

Differentiate the retailer while matching target​ shoppers' expectations

______________________ uses tools that engage directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A. Public relations B. Direct and digital marketing C. Personal selling D. Sales promotion . E. Advertising

Direct and digital marketing

___________ software systems enable companies to coordinate their​ whole-channel marketing efforts. A. Customer relationship management B. Partner relationship management C. Channel management D. Logistics E. Distribution

Partner relationship management

__________ advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now. A. Comparative B. Reminder C. Attack D. Informative E. Persuasive

Persuasive

What potential risk do marketers incur by using richer but more fragmented media and promotional​ mixes? A. Greater efficiency but less control over marketing messaging B. Mixed communications messaging and higher costs C. Better targeting but at a higher cost per consumer D. The inability to use mass and traditional media E. A communications hodgepodge for consumers

A communications hodgepodge for consumers

_____________________ is an example of horizontal channel conflict. A. A retailer complaining about a​ producer's pricing B. A consumer complaining to a producer about the quality of a product C. A retailer complaining about receiving damaged goods from a wholesaler D. A consumer complaining to a retailer about the service he received E. A Subaru dealer complaining that another Subaru dealer is advertising in its territory

A Subaru dealer complaining that another Subaru dealer is advertising in its territory

_______ direct(s) its marketing activities​ (primarily advertising, consumer​ promotion, and direct and digital​ media) toward final consumers to induce them to buy the product. A. A push strategy B. Personal selling C. A pull strategy D. Product communications E. Integrated communications

A pull strategy

In which of the following does a producer direct marketing activities​ (primarily personal selling and trade​ promotion) toward channel​ members? A. A pull strategy B. A personal selling strategy C. A push strategy D. Product communications E. Integrated communications

A push strategy

Which of the following represents the four major classifications of retail​ organizations? A. Discount​ stores, service​ retailers, superstores, and supermarkets B. Corporate​ chains, voluntary​ chains, retailer​ cooperatives, and wholesalers C. Corporate​ chains, wholesalers,​ superstores, and franchise organizations D. Corporate​ chains, voluntary​ chains, retailer​ cooperatives, and franchise organizations E. Corporate​ chains, voluntary​ chains, wholesalers, and franchise organizations

Corporate​ chains, voluntary​ chains, retailer​ cooperatives, and franchise organizations

What are the two major elements in developing advertising​ strategy? A. Creating advertising messages and selecting advertising agencies B. Determining the target audience and selecting advertising media C. Creating advertising messages and selecting advertising media D. Creating advertising messages and setting the advertising budget E. Determining the advertising budget and determining ROI

Creating advertising messages and selecting advertising media

Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations​ function? A. Lobbying B. Investor relations C. Public affairs D. Press relations E. Development

Development

Advertising decisions involve multiple steps culminating in the measurement of the sales effects of advertising or brand content. Which of the following considers return on​ investment? A. Impact B. Engagement goals C. Evaluation D. Defining reach E. Frequency

Evaluation

Which of the following are objectives of trade​ promotions? A.Urging​ short-term customer buying and gaining customer loyalty B.Generating business​ leads, stimulating​ purchases, rewarding​ customers, and motivating salespeople C.Boosting consumer brand involvement and​ short-term buying D.Getting retailers to carry new items and more​ inventory, buy​ ahead, or promote the​ company's products and give them more shelf space E.Getting more sales force support for current or new products and getting salespeople to sign up new accounts

Getting retailers to carry new items and more​ inventory, buy​ ahead, or promote the​ company's products and give them more shelf space

Which of the following recognizes that improved logistics mandates teamwork across the company and the entire supply​ chain? A. Electronic data exchange B. ​Just-in-time logistics management C. Integrated supply chain management D. Logistics information management E. Reverse logistics management

Integrated supply chain management

Producers of a strong brand sometimes sell it to dealers only if the dealers will take some or all of the rest of its line. This is known as​ full-line forcing. Which of the following statements is true regarding​ full-line forcing? A. It is only legal in New​ York, California, and Texas. B. It is always legal. C. It is always illegal. D. It may or may not be legal. . E. It is only illegal in Europe.

It may or may not be legal.

Macy's, Kohl's, and JCPenney practice a retailing pricing strategy called​ "high-low pricing." Which of the following correctly describes​ high-low pricing? A. The retailer does not have to run sales on selected items. B. Retailers do not have to use promotions. C. Retailers charge an everyday low price with no special promotions. D. The retailer charges higher prices on an everyday​ basis, coupled with frequent sales and other price promotions. E. Some products are priced​ high, others are priced​ low, and still others are priced at​ bargain-basement levels.

The retailer charges higher prices on an everyday​ basis, coupled with frequent sales and other price promotions.

Which of the following is TRUE regarding​ omni-channel buyers? A. They prefer the online environment. B. They purchase online but tend to purchase more​ in-store. C. They shift easily across online and​ in-store channels. D. They do not shift easily across online and​ in-store channels. E. They always shop​ in-store channels, then order online.

They shift easily across online and​ in-store channels.

Which of the following statements about coordinating marketing and sales is​ correct? A.Coordination between marketing and sales is not necessary because companies today see them as the same function. B.Coordinating marketing and sales can be improved by increasing communication between the two groups. C.The sales force only needs to coordinate its efforts with marketing planners. D.Coordinating marketing and sales has little effect on customer relations. E.Marketing and sales do not require coordination.

Coordinating marketing and sales can be improved by increasing communication between the two groups.

Companies such as Breitling watches and Pandora charm bracelets use which of the following types of distribution​ strategy? A. Intensive B. Franchise C. Selective D. Exclusive E. Direct

Exclusive

The Great Recession of​ 2008-2009 had a profound effect on the economy and consumers. Of the​ following, which represents one of the major consumer trends resulting from the Great​ Recession? A. It turned​ brick-and-mortar retailers into​ Internet-only retailers. B. It forced consumers to become​ omni-channel shoppers. C. It created a trend away from consumer spending on​ well-known brands. D. It restricted retail expansion domestically and internationally. E. It turned​ free-spending consumers into​ value-seeking ones.

It turned​ free-spending consumers into​ value-seeking ones.

A discount store​ (for example,​ Target, Kohl's, or​ Walmart) sells standard merchandise at lower prices. To do​ this, discount stores accept which of the following two​ conditions? A. Lower margins and higher sales volume B. Higher sales volume and inefficient operations C. Lower margins and lower sales volume D. Operating at a loss and higher sales volume E. Higher margins and lower sales volume

Lower margins and higher sales volume

Which of the following statements about retailer marketing decisions is​ correct? A. Retailers do not have to segment and target their markets. B. Retailers do not differentiate themselves on their service mix. C. Stores do not need to differentiate and position themselves. D. Most retailers seek either high markups on higher volume or low markups on lower volume. E. Retailers identify three critical factors for retail​ success: location,​ location, and location.

Retailers identify three critical factors for retail​ success: location,​ location, and location.

What does the phrase​ "omni-channel buying calls for​ omni-channel retailing" imply for​ retailers? A. Retailers should integrate all available​ supply-chain channels into their distribution systems. B. Retailers should plan and budget for expansion of​ brick-and-mortar shopping experiences. C. Retailers should make certain they focus on social and digital media as their main advertising vehicles. D. Retailers should integrate all available shopping channels and devices into a seamless customer shopping experience. E. Retailers should attempt to attract​ omni-channel buyers to​ brick-and-mortar settings through experiential retailing.

Retailers should integrate all available shopping channels and devices into a seamless customer shopping experience

Which of the following statements is correct regarding sellers and their use of direct and digital​ marketing? A. Sellers have opportunities to engage in​ real-time marketing. B. For​ sellers, direct and digital marketing are very inefficient. C. Sellers using direct and digital marketing cannot ask questions and solicit feedback from customers. D. For​ sellers, using direct and digital marketing is expensive. E. For​ sellers, direct and digital marketing are inflexible.

Sellers have opportunities to engage in​ real-time marketing.

The goal of integrated marketing communications is to​ __________________________________. A. deliver​ clear, consistent, and compelling messages about the organization and its brands B. maximize return on investment with increased revenue across all brands C. lower overall marketing expenditures while delivering increased results D. have different media carry different messages about a brand in an integrated way E. integrate communications via online and mobile technologies at a lower cost per impression

deliver​ clear, consistent, and compelling messages about the organization and its brands

Catalogs, online and social​ media, and mobile marketing are some of the specific promotional tools used in​ _________________________. A. sales presentations B. sales promotion C. direct and digital marketing D. public relations E. personal selling

direct and digital marketing

After the presentation and demonstration step in the sales​ process, a salesperson should next be prepared to​ _______. A.handle objections B.prospect the customer C.approach qualified customers D.immediately close the sale E.follow up with the customer

handle objections

Marketing logistics addresses not only outbound logistics but also inbound logistics and reverse​ logistics, which means it​ ____________________________. A. it is the centerpiece for quicker times to market and enhanced cost reductions B. involves the entire supply chain management C. focuses on​ just-in-time inventory management D. enables​ producers, manufacturers, and distribution to maximize cost savings E. is the solution for managing costs and customer satisfaction

involves the entire supply chain management

Most companies today want their salespeople to​ _______, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company. A.close sales B.use a​ transaction-oriented sales approach C.capture​ short-term business D.cut prices to make the sale E.practice value selling

practice value setting

One consumer promotion tool is​ _______, which are goods offered free or at a low cost as an incentive to buy a product. A.point-of-purchase promotions B.advertising specialties C.rebates D.premiums E. coupons

premiums

Which of the following statements about personal selling is​ correct? A.Many customers are unable to distinguish the salesperson from the company. B.Personal selling is the nonpersonal arm of the promotional mix. C.Salespeople represent the company to​ customers, but they do not represent customers to the company. D.Personal selling is a fairly new profession. E.The role of personal selling is very consistent from company to company.

Many customers are unable to distinguish the salesperson from the company.

The reduced costs of using channel intermediaries offsets the inefficiencies of marketing channels. B. Using channel intermediaries increases the number of contacts with customers. C. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers. . D. Marketing channel decisions only require a​ short-term commitment. E. Using marketing channels allows producers to retain control over how and to whom they sell their products.

Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.

Which of the following accurately describes a​ company's efforts to engage​ customers, persuasively communicate customer​ value, and build customer​ relationships? A. Marketing mix B. Advertising and public relations mix C. Personal and direct selling mix D. Direct and digital marketing mix E. Promotion mix

Marketing mix

Which of the following statements is TRUE about public relations and a​ company's overall integrated marketing communications​ efforts? A. PR should be planned​ first, then advertising second. B. PR is now the more dominant media than other forms. C. PR should have a separate budget from marketing communications. D. PR should be blended smoothly with promotion activities. E. PR has no value within a social media context.

PR should be blended smoothly with promotion activities.

Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that​ _________________________. A. consumers may believe similar brands are all the same. B. companies fail to integrate brand messages and positioning. C. companies fail to integrate their various communication channels. D. companies do not target successfully or efficiently. E. consumers​ don't distinguish between content sources the way marketers do.

consumers​ don't distinguish between content sources the way marketers do.

By performing the channel function of​ ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost. A. selling and promoting B. financing C. ​bulk-breaking D. buying and assortment building E. risk bearing

selling and promoting

Which of the following makes up the retail marketing​ mix? A. Product and services​ assortment, price,​ promotion, and retail targeting B. Product and services​ assortment, price, promotion and store differentiation C. Product and services​ assortment, price,​ promotion, and retail segmentation D. Product and services​ assortment, price,​ promotion, and location . E. Product and services​ assortment, prices,​ promotion, and store positioning

Product and services​ assortment, price,​ promotion, and location

___is used to build and maintain national or local community relationships and is one of the functions of public relations. A. Lobbying B. Investor relations C. Development D. Public affairs E. Press relations

Public affairs

Which consumer promotion tool is like coupons except that the price reduction occurs after the purchase rather than at the retail​ outlet? A.Samples B.Digital coupons C.Premiums D.Rebates E.Contests

Rebates

Which of the following retail trends is making differentiation more​ difficult? A. Retail global expansion B. The demise of​ brick-and-mortar retail C. Retail convergence D. ​Value-seeking consumers E. ​Omni-channel retailing

Retail convergence

Which of the following accurately represents the three characteristics of advertising​ appeals? A. To be​ meaningful, to be​ believable, and to generate revenue B. To be​ meaningful, to be​ believable, and to be memorable C. To be​ meaningful, to be​ distinctive, and to use persuasive claims D. To be​ meaningful, to be​ believable, and to be distinctive E. To be​ believable, to be​ distinctive, and to be ethical

To be​ meaningful, to be​ believable, and to be distinctive

What is the goal of​ advertising? A. To help move consumers through the buying process B. To create interest and consumer hype C. To create consumer communities D. To define a​ product's value E. To provide feedback on products and services

To help move consumers through the buying process

Of the​ following, which most closely describes the method by which companies engage and create benefits for their​ customers? A. Marketing channel B. Customer relationship management C. Channel level D. Value delivery network E. Supply chain

Value delivery network

What are the four elements of a compensation plan for​ salespeople? A.A fixed​ amount, a variable​ amount, stock​ ownership, and fringe benefits B.A fixed​ amount, a variable​ amount, salary and commission C.A fixed​ amount, a variable​ amount, expenses, and commission D.A fixed​ amount, a variable​ amount, expenses, and fringe benefits E.A fixed​ amount, a variable​ amount, expenses and salary

A fixed​ amount, a variable​ amount, expenses, and fringe benefits

Which of the following statements about blogs is​ correct? A. Blogs are a​ company-controlled medium. B. For​ consumers, they are impersonal. C. Companies cannot gain insights from their blogs. D. They are expensive to start and maintain. E. Blogs can be difficult for the company to control.

Blogs can be difficult for the company to control.

A form of television marketing which persuasively describes a product and give customers a​ toll-free number or an online site for ordering is known as​ _________________. A. catalog marketing B. kiosk marketing C. telemarketing D. interactive television marketing E. DRTV marketing

DRTV marketing

_ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address. A. ​Direct-response television marketing B. Catalog marketing C. ​Direct-mail marketing D. Kiosk marketing . E. Telemarketing

Direct-mail marketing

___________ is perhaps the biggest advantage of social media. A. the low cost B. The potential to grow an audience base C. Engagement and social sharing capabilities . D. ​User-controlled content E. Return on investment

Engagement and social sharing capabilities

____ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Irritation B. Invasion of privacy C. Deceptive pricing D. Junk mail E. Deceptive advertising

Invasion of privacy

Which of the following is a form of traditional direct​ marketing? A. Mobile marketing B. Kiosk marketing C. Blogs D. Social media marketing E. Websites

Kiosk marketing

Many vital and key functions are performed by marketing channels. Of the​ following, which is NOT one of those key​ functions? A. Manufacturing and assembly B. Physical distribution C. Fulfillment of completed transactions D. Completion of transactions E. Distribution of persuasive communications

Manufacturing and assembly

Which of the following is correct regarding the forms of direct and digital​ marketing? A. New digital and the more traditional forms of direct marketing must be blended and integrated B. Online marketing is the only form of direct and digital marketing. C. Marketers today only use direct and digital marketing. D. Traditional direct marketing tools are still used but are no longer important. E. Direct and digital marketing does not include mobile marketing.

New digital and the more traditional forms of direct marketing must be blended and integrated

Which of the following represent the newer tools of digital direct​ marketing? A. ​Telemarketing, face-to-face​ selling, and kiosk marketing B. ​Direct-response TV​ marketing, telemarketing, and​ direct-mail marketing C. Online​ marketing, social media​ marketing, and mobile marketing D. ​Telemarketing, direct-mail​ marketing, and catalog marketing E. Kiosk​ marketing, telemarketing, and​ direct-response TV marketing

Online​ marketing, social media​ marketing, and mobile marketing

Which of the following is described as​ "always on" and is a large component of the digital advertising​ mix? A. Through​ fund-raising B. Search advertising C. Online videos . D. Email marketing E. Branded web communities

Search advertising

What event or circumstance has made mobile marketing a must for most​ brands? A. Unlimited consumer data plans B. The decline of traditional marketing forms C. Widespread adoption of mobile devices D. Widespread use of mobile devices by preteens E. Heavy use of mobile devices in international markets

Widespread adoption of mobile devices

Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website. A. phishing B. marketing C. search engine D. ​e-mail E. branded community

marketing

The primary purpose of​ _________ websites is to do more than just sell products or move them closer to a direct purchase. A. informational B. marketing C. social marketing D. interactive websites E. brand community

brand community

Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______. A. content sites B. transaction sites C. ​e-tailers D. ​search-engine portals E. online social media

e-tailers

Social media are ideal for participating in customer conversations and listening to customer feedback because they are​ _____________. A. ​cost-effective B. targeted and personal C. engaging D. immediate and timely E. interactive

interactive

Many consumers today rent DVDs from a vending machine called​ Redbox, which can be found in retail stores and other locations. Redbox is type of​ ________ marketing. A. DRTV B. interactive TV C. infomercial D. kiosk E. website

kiosk

GE Healthcare employs different sales forces for diagnostic​ imaging, life​ sciences, and integrated IT products and services. GE Healthcare has adopted​ a(n) ______ sales force structure. A.market B.product C.territorial D.complex E.customer

product

One challenge of social media marketing is​ _____________________ A. social media does not lend itself to targeting B. the fact that it is not​ cost-effective C. social media is not​ cost-effective D. social networks are largely​ user-controlled E. the fact that social marketing has not spread globally

social networks are largely​ user-controlled

The​ seven-step selling process takes​ a(n) __________ approach to selling. In other​ words, its aim is to help salespeople close a specific sale with a customer. A.transaction-oriented B.value-oriented C.customer-oriented D.relationship-oriented E.profit-oriented

transaction oriented

The digital version of​ word-of-mouth marketing that involves creating​ videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called​ _______. A. online marketing B. viral marketing C. ​omni-channel marketing D. ​e-mail marketing E. search engine marketing

viral marketing