Marketing Pearson Questions (Final)
A soda pop company offers a discount to a grocer. In exchange, the grocer agrees to provide in-store advertising for the soda pop and additional sales-support. This is an example of __________. A. trade-in allowances B. promotional allowances \C. cash discounts D. discounts E. segment discounts
B
A. Competitors B. Demand C. Customer's value perceptions D. Revenue E. Company costs
D
After the presentation and demonstration step in the sales process, a salesperson should next be prepared to __________. A. immediately close the sale B. follow-up with the customer C. prospect the customer D. handle objections E. approach qualified customers
D
Apple iPads, Gillette razors, and Black & Decker tools are all sold successfully in about the same form around the world. This is an example of which global strategy? A. Product adaptation B. Communication adaptation C. Product invention D. A straight product extension E. Dual adaptation
D
At certain stages of the buying process, which element of the promotional mix is most effective in building up buyers' preferences, convictions, and actions? A. Advertising B. Public relations C. Direct and digital marketing D. Personal selling E. Sales promotion
D
Buyers have increased their use of direct and digital marketing because they are __________. A. convenient, private, and hard to use B. easy, convenient, and public C. easy, convenient, and impersonal D. easy, convenient, and private E. easy, private, and expensive
D
__________ occurs when retailers set an artificially high "regular price" and then advertise a "sale price" which is actually close to their everyday price. A. Price fixing B. Retail price maintenance C. Predatory pricing D. Deceptive pricing E. Price discrimination
D
A recent study showed that more than two-thirds of advertisers are planning video ad campaigns that stretch across multiple viewing platforms. This is called __________. A. platform coordination B. video coordination C. video reach D. video integration E. video convergence
E
According to the text, what is the toughest public policy issue now confronting the direct marketing industry? A. Fraudulent online schemes B. Phishing C. Spamming D. Irritation E. Invasion of privacy
E
Advertising objectives can be classified based on three primary purposes. What are the three purposes? A. To inform, engage, or entertain B. To inform, persuade, or gain interest C. To inform, persuade, or remind D. To get attention, inform, or entertain E. To inform, gain interest, or remind
E
Defining the problem and research objectives is the __________ step in the marketing research process. A. fourth B. third C. second D. fifth E. first
E
Direct mail is well suited for which of the following? A. Building brand community B. Engaging customers anytime and anywhere during the buying process C. Offering interactive content D. Real-time marketing E. Direct, one-to-one communications
E
Internal factors that affect pricing include __________. A. the company's overall marketing strategy, objectives, and demand B. the company's overall marketing strategy, objectives, and the nature of the market C. the company's overall marketing strategy, the nature of the market, and demand. D. the nature of the market, demand, and the economy. E. the company's overall marketing strategy, objectives, and marketing mix
E
Once the company has set its structure, what is the next strategic decision it faces? A. Compensating salespeople B. Evaluating salespeople C. Training salespeople D. Recruiting and selecting salespeople E. Sizing the sales force
E
One form of influence that carries great weight, especially for products that are expensive, risky, or highly visible is __________. A. television B. atmospheres C. grand openings D. company websites E. word of mouth
E
One study found that the best salespersons have four traits in common: intrinsic motivation, a disciplined work style, the ability to close a sale, and the ability to build relationships with customers. Knowing this would be most useful at which stage of sales force management? A. Setting sales force size B. Compensating salespeople C. Evaluating salespeople D. Training salespeople E. Recruiting and selecting salespeople
E
Promotional pricing tactics include __________. A. customer-segment pricing, location-based pricing, and time-based pricing B. discounts, geographical pricing, and special-event pricing C. discounts, limited time offers, and reference prices D. functional discounts, limited time offers, and location-based pricing E. discounts, special-event pricing, and limited time offers
E
Retailers must decide on which three major product variables? A. Product assortment, services mix, and price B. Product assortment, price, and location C. Product assortment, store atmosphere, and price D. Product assortment, services mix, and location E. Product assortment, services mix, and store atmosphere
E
The public relations function of __________ is used to build and maintain national or local community relationships. A. product publicity B. development C. press relations D. lobbying E. public affairs
E
What is the digital version of word-of-mouth marketing? A. Permission-based email B. Blogs C. Brand community websites D. Social media E. Viral marketing
E
What is the goal of integrated marketing communications? A. To allow different company departments to send different brand messages B. To only use newer digital technologies to communicate with consumers C. To deliver different brand messages over different communication channels D. To deliver a hodgepodge of brand content to consumers E. To deliver clear, consistent, and compelling company and brand messages
E
What is the intent of advertainment? A. To clearly separate the advertisement from the entertainment aspect B. To use humorous appeals that everyone agrees are funny C. To place brands in popular television shows D. To make ad messages credible E. To make ads and brand content into something that people actually want to watch
E
When would a competitor most likely react to a firm's price change? A. When the number of firms involved is large B. When buyers are not well informed about prices C. When the product is differentiated D. When buyers are not well informed about the product E. When the number of firms involved is small
E
Which of the following is a challenge to marketers regarding their use of social media? A. Very few consumers use it. B. It can create brand communities. C. It is cost-effective. D. It can be used for real-time marketing. E. Social networks are largely user controlled.
E
Which of the following statements about big data is correct? A. Big data actually refers to very small data sets. B. Analyzing big data is a very easy task. C. Analyzing big data will always lead to useful customer insights. D. Big data is very important because marketers today need more information to make good decisions. E. One result of big data is that marketing managers are often overloaded with information.
E
Which of the following statements about the global marketplace is correct? A. Corruption no longer exists when doing business in foreign markets. B. Economically, there is now a global boom. C. Taking a domestic business abroad is less risky than in the past. D. Global competition is decreasing. E. Domestic firms need to internationalize to take advantage of growing markets throughout the world.
E
Which of the following statements regarding advertising in the new marketing communications model is correct? A. Advertising spending in magazines, radio, and newspapers has increased. B. Advertisers are using more traditional mass media because costs have declined and audience size has increased. C. Advertisers are using less targeted media to reach consumers. D. Advertisers are spending more on television broadcast media. E. Advertisers are shifting toward digital media.
E
According to the text, what can be the ultimate direct marketing medium, assuming it is used correctly? A. Email B. Social media C. Online advertising D. Websites E. Blogs
A
Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called __________. A. real-time marketing B. online marketing C. immediate marketing D. web marketing E. brand-linked marketing
A
Many personal care companies combine toothpaste with a toothbrush at a reduced price. This is an example of __________ pricing. A. product-bundle \B. by-product C. captive-product D. product line E.
A
Sales reports, call reports, and expense reports are all used in the process of __________ salespeople. A. evaluating This is the correct answer.B. selecting C. supervising D. motivating E. training
A
What are the three types of research objectives? A. Exploratory, descriptive, and causal Your answer is correct.B. Causal, experimental, and hypothetical C. Exploratory, causal, and experimental D. Exploratory, formal, and casual E. Exploratory, descriptive, and definitive
A
What is the first decision advertisers need to make when developing an advertising program? A. Setting advertising objectives B. Evaluating the program's effectiveness C. Setting the budget D. Selecting the media E. Determining the message appeals
A
What is the first decision made in sales force management? A. Designing sales force strategy and structure B. Evaluating salespeople C. Compensating salespeople D. Recruiting and selecting salespeople E. Training salespeople
A
Which of the following is an objective for business promotions? A. Generating business leads B. Getting more support for the sales force C. Getting retailers to buy ahead D. Getting more shelf space from retailers E. Urging short-term customer buying
A
A country's attractiveness depends on the product, geographical factors, income and population, political climate, and other considerations. These factors relate to the importance of which of the following decisions? A. The targeted level of foreign sales B. The types of countries to enter C. How many countries to enter D. International marketing objectives E. International policies
B
Companies setup __________ which allow key customers and value-network members to access product, account, and other data anytime they need to A. intranets B. extranets Your answer is correct.C. data warehouses D. websites E. wireless networks
B
Free trade zones can be described as __________. A. trade zones determined by the U.S. government B. groups of nations organized to work toward common goals in the regulation of international trade C. areas where products are traded for free D. groups of nations who do not regulate trade E. areas within a country that do not impose taxes.
B
In which type of market does no buyer or seller have much impact on setting the going market price? A. Oligopolistic competition B. Pure competition C. B2B market D. Pure monopoly E. Monopolistic competition
B
In 2001, Apple opened its first Apple stores in the United States. These stores were owned and operated by Apple. This is an example of which type of vertical marketing system (VMS)? A. Conventional B. Corporate This is the correct answer.C. Contractual D. Administered E. Franchise
B
Many amusement parks charge a daily ticket or season pass charge plus additional fees for food and other in-park features. This is called __________. A. product-bundle pricing B. two-part pricing C. product line pricing D. by-product pricing E. optional-product pricing
B
One drawback to viral marketing is that __________. A. videos are not available through viral marketing B. marketers cannot control where users pass along the message C. it allows only for negative exposure to a brand D. people tend to ignore it E. it is expensive
B
One primary PR responsibility is to create content that __________. A. is more entertaining than an advertising campaign B. draws consumers to a brand C. disparages competitors D. lessens the need for using other promotional tools E. is informative but rarely engaging
B
Recently, superstores that are actually giant specialty stores, such as Petco and Home Depot, have seen tremendous growth. These types of superstores are called __________. A. department stores B. category killers C. warehouse clubs D. discount stores E. off-price retailers
B
Regardless of the size of the budget, to succeed, advertising must engage consumers and __________. A. use humor B. communicate well C. attack competitors D. entertain them E. reduce the clutter
B
Specific promotional tools used in __________ include press releases, sponsorships, events, and web pages. A. advertising B. public relations C. direct and digital marketing D. sales promotion E. personal selling
B
To assess the impact of __________ on global markets, marketers would look to a country's norms, folkways, and taboos. A. free trade zones B. culture C. tariff and quota restrictions D. the economy E. the political-legal environment
B
What are the four major functions of logistics? A. Retailing, inventory management, transportation, and logistics information management B. Warehousing, 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
B
What are the two economic factors that reflect a country's attractiveness as a market? A. Income distribution and tariffs B. Industrial structure and income distribution C. Industrial structure and tariffs D. Tariffs and quotas E. Income distribution and monetary regulations
B
What are the two main forms of online advertising? A. Search-related ads and contextual advertising B. Display ads and search-related ads C. Online display ads and rich media ads D. Search-related ads and coupons E. Online display ads and interactive ads
B
What does the process of designing marketing channels start with? A. Evaluating major channel alternatives B. Analyzing consumer needs C. Setting channel objectives D. Identifying the types of intermediaries to use E. Identifying the number of intermediaries to use
B
When Apple Computer Company introduced their iPhone, they priced the new product at $599, considerably higher than either their iPod or competing cellular phones. Apple Computer was pursuing a(n) __________ pricing strategy. A. by-product B. market-skimming C. market-penetration D. optional-product E. captive-product
B
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. Direct and digital marketing C. Personal selling D. Public relations E. Advertising
B
Which joint venturing method typically involves fees and royalty payments? A. Joint ownership B. Licensing C. Management contracting D. Direct investment E. Contract manufacturing
B
Which of the following statement regarding competitive marketing intelligence is correct? A. Marketing intelligence information is not available from the U.S. government. B. The goal of competitive marketing intelligence is to improve strategic decision making. C. Monitoring a competitor's website is unethical. D. Marketing intermediaries are not a good source of competitive marketing intelligenc E. Companies should not be concerned about competitor's accessing publicly available information about them.
B
A cluster of between 15 and 50 retail stores that usually contains a branch of a department store or variety store, a supermarket, specialty stores, professional offices, and (sometimes) a bank is a __________. A. power center B. community shopping center C. neighborhood shopping center D. lifestyle center E. regional shopping mall
B
Which of the following is the correct order of the six buyer-readiness stages? A. Awareness, knowledge, liking, preference, conviction, and purchase B. Awareness, knowledge, liking, preference, purchase, and conviction C. Awareness, preference, knowledge, liking, conviction, and purchase D. Awareness, knowledge, preference, liking, conviction, and purchase E. Awareness, knowledge, purchase, liking, preference, and conviction
A
Which of the following statements about major retail trends is true? A. Online buying is growing at a much brisker pace than retail buying as a whole. B. The global expansion of major retailers into other countries has slowed down. C. The green movement has not yet affected retailing. D. The lifecycle of new retail forms is increasing. E. Retail convergence has decreased competition for retailers.
A
Which of the following statements is correct regarding different types of markets? A. Under oligopolistic competition each seller is alert and responsive to competitors' pricing strategies and marketing moves. B. Under pure competition sellers spend considerable time on marketing strategy and pricing decisions. C. In a pure monopoly, the market consists of many buyers and sellers trading over a range of prices. D. Under oligopolistic competition, the market consists of many buyers and sellers trading in a uniform commodity and sellers do not spend much time on marketing strategy. E. Under monopolistic competition the market is dominated by one seller.
A
Which of the following statements is true concerning new product pricing strategies? A. For a market-skimming strategy to be successful, the costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more. B. For a market-penetration strategy to work, production and distribution costs must increase as sales volume increases. C. If competitors can easily enter the market, a market-skimming strategy should be used. D. When using a market-skimming strategy, marketers do not need to focus on the product's quality and image. E. A market-penetration strategy should be used if the market is not highly price sensitive.
A
Which of the following statements about information and customer insights is correct? A. Customer insights are useful but do not give companies a competitive advantage. B. Information to gain customer insights comes from a wide variety of sources. C. To gain useful customer insights, more data is better data. D. Customer insights have little impact on building customer relationships. E. Customer insights are relatively easy to obtain.
B
Which of the following statements about marketing information systems (MIS) is correct? A. An MIS begins and ends with information collectors. B. A good MIS must balance what users would like to have against what they really need and what is feasible to offer. C. An MIS is focused on internal data and ignores the marketing environment. D. Marketing information systems provide information only to a company's internal users. E. A good MIS gives managers all the information they ask for.
B
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 selling lower volume B. Selling higher volume and having inefficient operations C. Lower margins and selling higher volume D. Operating at a loss and selling higher volume E. Higher margins and selling lower volume
C
According to the text, what is the fastest-growing sales trend today? A. Using a field based sales force B. e-learning C. Social selling D. The use of sales quotas E. Commission-based compensation plans
C
Companies now use __________ and supply chain management software to help recruit, train, organize, manage, motivate, and evaluate channel partners. A. channel management B. distribution centers C. partner relationship management D. logistics E. customer relationship management
C
One form of __________ is when movie theaters charge one price for adults and a different price for senior citizens. A. product form pricing B. location-based pricing C. customer-segment pricing D. psychological pricing E. promotional allowances
C
One framework for designing an effective message is the AIDA model. In the AIDA model __________. A. attention leads to interest, which hopefully leads to desire and then assimilation B. advertising leads to interest, which hopefully leads to desire and then action C. attention leads to interest, which hopefully leads to desire and then action D. attention leads to interest, which hopefully leads to discussion and then action E. advertising leads to interest, which hopefully leads to desire and then attention
C
Price is the only part of the marketing mix that __________. A. does not play a role in creating customer value B. incurs costs C. produces revenue D. is defined by the consumer E. attracts buyers
C
To bring the message strategy to life in a distinctive and memorable way, advertisers develop what is known as the "big idea". This big idea becomes the __________. A. message strategy B. message execution style C. creative concept D. creative appeal E. message content
C
What is media impact? A. The return on investment from the ad campaign B. The number of times a person is exposed to a message C. The qualitative value of exposure to a message D. How much the chosen media engages the target audience E. The percentage of the target audience that is exposed to a message
C
What is the main disadvantage of direct investment? A. The need to staff the facility with home nation employees B. Lack of control over the investment C. The risks the firm faces D. Host nation resentment E. Higher costs
C
Which factor sets the ceiling on setting a product's price? A. Competitors B. Demand C. Customer's value perceptions D. Revenue E. Company costs
C
Which of the following are the largest group of wholesalers, accounting for roughly 50 percent of all wholesaling? A. Manufacturers' representatives B. Agents C. Merchant wholesalers D. Manufacturers' agents E. Brokers
C
Which of the following is a reason that producers use marketing channels and channel intermediaries? A. Using channel intermediaries increases the number of contacts with customers. B. Using marketing channels allows producers to retain full control over how and to whom they sell their products. 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 require only a short-term commitment. E. The reduced costs of using channel intermediaries offsets the inefficiencies of marketing channels.
C
Which of the following 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 Ford dealer complaining that another Ford dealer is advertising in their territory. D. A consumer complaining to a retailer about the service they received. E. A retailer complaining about receiving damaged goods from a wholesaler.
C
Which of the following statements about setting an advertising budget is correct? A. Mature brands usually require higher advertising budgets as a ratio to sales. B. When a product is clearly differentiated, advertising is not used in the promotion mix. C. New products typically need relatively large advertising budgets to build awareness and to gain consumer trial. D. Brands in a market with many competitors and high advertising clutter usually require less advertising. E. Undifferentiated brands do not require advertising to set them apart.
C
Which one of the following statements about marketing research in small businesses and nonprofit organizations is correct? A. Small companies and nonprofits do not need marketing information. B. Good research requires large sample sizes which are not feasible for small businesses and nonprofits. C. The research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully. D. Only large companies can afford to conduct marketing research. E. Surveys are the only research approach that can be effectively used by small businesses and nonprofits.
C
Which promotional tool is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor? A. Direct and digital marketing B. Sales promotion C. Advertising D. Personal selling E. Public relations
C
Whirlpool washers and dryers are offered in many different models. Whirlpool will use __________ pricing to determine the price steps between the different models. A. two-part pricing B. optional-product C. product line D. product-bundle E. captive-product
C
Cross-functional teamwork within the company, building logistics partnerships, and third party logistics are all important elements of __________. A. multimodal transportation B. sustainable supply chains C. integrated logistics management D. reverse logistics E. supply chain management
C
In balancing standardization and adaptation, one common suggestion from international marketers is to __________. A. think locally but act globally Your answer is not correct.B. always standardize because the world is now a global village C. avoid standardization because strategically it is very complicated D. think globally but act locally E. always use adaptation because it is less costly
D
In complex selling situations, personal selling can be very effective because it is __________. A. designed to reach large groups of consumers B. a generic approach C. impersonal D. interpersonal E. only used for face to face customer interactions
D
L.L.Bean has turned its flagship store and campus in Freeport, Maine into a full-fledged outdoor adventure center. There, customers can hike, kayak, or go seal watching at nearby Cisco Bay. This is an example of __________. A. full-service retailing B. a community shopping center C. omni-channel retailing D. experiential retailing E. one-stop shopping
D
New, premium movie theaters offer features such as online reserved seating, high-backed leather executive chairs with armrests and footrests, the latest in digital sound and super-wide screens, and other amenities for which they charge a higher price. This is an example of which type of pricing? A. High-low pricing B. Cost-plus pricing C. Value-added pricing This is the correct answer.D. Break-even pricing E. EDLP pricing
D
On a break-even chart, the break-even volume is located __________. A. at the intersection of total revenue and fixed costs B. at the intersection of total revenue and target profit C. at the intersection of target profit and total costs D. at the intersection of total revenue and total costs E. at the intersection of total revenue and variable costs
D
Retailing today requires __________, which means creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping. A. showrooming B. full-service retailing C. flash sales D. omni-channel retailing E. wholesaling
D
To develop needed information, marketing information systems utilize __________. A. marketing intelligence, marketing research, and the marketing environment B. internal databases, big data, and market research C. marketing managers, information users, and internal databases D. internal databases, marketing intelligence, and marketing research E. internal databases, marketing research, and marketing managers
D
What are the three major factors identified in the text that are changing today's marketing communications landscape? A. Consumers, marketing budgets, and digital technologies B. Email, social media, and blogs C. Television programming, email, and mass media D. Consumers, marketing strategy, and digital technologies E. Digital technologies, mass media, and marketing strategy
D
What are the three ways a company can organize its international operating units? A. By product, geography, and sales B. By cultural, economic, and political-legal factors C. By sales, profits, and market share D. By geographical organizations, world product groups, and international subsidiaries E. By sales, products, and prices
D
Which of the following correctly identifies the three major pricing strategies used by marketers? A. Customer value-based pricing, cost-based pricing, and revenue-based pricing B. Customer value-based pricing, revenue-based pricing, and competition-based pricing C. Customer value-based pricing, revenue-based pricing, and profit-based pricing D. Customer value-based pricing, cost-based pricing, and competition-based pricing E. Customer value-based pricing, cost-based pricing, and profit-based pricing
D
Which of the following is a cost-based pricing approach? A. Value-added pricing B. High-low pricing C. Competition-based pricing D. Break-even pricing E. EDLP pricing
D
Which of the following statements about online research is correct? A. It is more expensive to conduct online research than using mail, phone, or personal interviews. B. Experiments cannot be conducted online. C. The Internet is especially well suited to qualitative research. D. Online surveys generally have higher response rates than those conducted by mail or phone. E. Online research is only feasible for large companies.
D
Which of the following statements about personal selling is correct? A. The role of personal selling is very consistent from company to company. B. Personal selling is a fairly new profession. C. Salespeople represent the company to customers, but they do not represent customers to the company. D. Many customers are unable to distinguish the salesperson from the company. E. Personal selling is the nonpersonal arm of the promotional mix.
D
Which of the following statements regarding marketing channel design is correct? A. It is important to let the responsibilities of channel members evolve as their relationship develops. B. In global markets, channel systems are the same in different countries. C. Channel objectives should be set in terms of profitability. D. Channel alternatives should be evaluated against economic, control, and adaptability criteria. E. Marketers should always maximize the number of intermediaries used in a channel.
D
Which type of retailer carries narrow product lines with deep assortments within those lines? A. Superstores B. Discount stores C. Convenience stores D. Specialty stores E. Department stores
D
he company, suppliers, distributors, and customers who open "partner" with one another to improve the performance of the entire system make up the __________. A. marketing channel network B. supply chain network C. upstream network D. value delivery network E. downstream network
D
Which of the following statements regarding marketing channel behavior and design is correct? A. Distribution channels are nothing more than simple collections of firms tied together by various flows. B. Conflicts rarely occur in marketing distribution channels. C. A conventional distribution channel consists of one or more independent producers, wholesalers, and retailers acting as a unified system. D. Vertical marketing systems lack leadership and power, often resulting in damaging conflict and poor channel performance. E. The success of individual channel members depends on the overall channel's success.
E
Which of the following would NOT be a consideration for decision making in designing the full sales promotion program? A. Conditions for participation B. The length of the promotion C. How to promote the promotion D. The size of the promotion E. How to set it apart from other promotion mix elements
E
Which type of advertising is heavily used for new product category introductions? A. Attack B. Persuasive C. Comparative D. Reminder E. Informative
E
Which wholesaler channel function helps reduce inventory holding costs? A. Risk bearing B. Transportation C. Financing D. Buying and assortment building E. Warehousing
E
