MBA-7600 Quiz Questions Part 4
At the ____ stage of AIDA model, marketing managers mostly use promotions to gain awareness of the offering with the markets innovators and early adopters a. Attention b. Interest c. Desire d. Attitude
A. Attention
In the initial introduction of the Prius, Toyota put much effort into building awareness of the emerging need for hybrid cars and also educating potential customers about what a hybrid car actually is. This is an example of the ________ stage in the AIDA model. A. Attention B. interest C. Desire D. Decision E. Action
A. Attention
A value network perspective is a macro-level strategic approach that s being adopted by many firms in part because of the intense competition to cut___an maximize____ every step of the way to market a. Cost, process efficiencies b. Rewards; stock inventory c. Employee benefits; cost control d. Time inefficiencies; profits
A. Cost, Process efficiencies
The first strategy a manager should take in the promotion strategy process is to a. Identify targets for promotions b. Develop a message c. Prepare a budget d. Establish measures of results
A. Identify targets to promotions
When a firm's objective is to gain as much market share as possible, a likely pricing strategy is ________, sometimes also referred to as pricing for maximum marketing share. A. Penetration Pricing B. Price Skimming C. Target ROI D. Competitor Based Pricing E. Value Pricing
A. Penetration Pricing
Apple products appeared in many films in 2016 and 2017. This demonstrates how Apple is using ________ as a sales promotion approach. A. Product Placements B. Premiums C. Loyalty programs D. Point-of-purchase materials E. Multiple-Purchase offers
A. Product Placements
A stationary store offers a 5 percent discount on pens and pencils to students if they agree to purchase all the books needed for the academic year from the store. This is an example of a(n) ________. A. Trying Contract B. Exclusive Territory C. Intermediary Contract D. Pull Strategy E. Exclusive Dealing
A. Tying Contract
________ advertising is common during the maturity stage of the product life cycle, but you should avoid this if your brand is the leader. A. Pioneering B. Comparative C. Competitive D. Institutional C. Covert
B. Comparative
___means the shortening of collapsing marketing channels due to the elimination of one or more intermediaries, which is common in the electronic channel a. Creating assortments b. Reducing transactions c. Channel integration d. Outsourcing e. Disintermediation
B. Disintermediation
Carrie maintains a cooking blog and she often mentions products by name if she deels they are especially nutrional and easy to obtain. This is an example of ___ media a. Owned b. Earned c. Paid d. Display
B. Earned
____ measures the average number of times a person in a target market is exposed to the message a. Reach b. Frequency c. Relevancy d. Impact noise
B. Frequency
________ is one of the three distinct advantages of personal selling. A. Large variety of media B. Immediate feedback C. Low cost per exposure D. Consistent message E. Elimination of noise
B. Immediate Feedback
___are those responsible for managing large accounts and are skilled in developing complex solutions to a particular problem. a. Technical sellers b. Key account sales people c. Missionary sales people d. Trade service people e. Telemarketers
B. Key account sales people
In addition to the company's primary website, many companies create smaller, more focused sites that deal with specific topics such as new product introductions or targeted products within a large product portfolio known as___ a. Blogs b. Microsites c. Social networking sites d. Profiles
B. Microsites
Require that a certain percentage markup be applied to all products a. Fair trade laws b. Minimum markup laws c. Partnership laws d. State fair trade laws e. Criminal laws
B. Minimum markup laws
The vast majority of advertising is___advertising a. Institutional b. Product c. Virtual d. Nonprofit e. Research-based
B. Product
1. Introducing an intermediary into a channel may contribute to ___ that are necessary to complete an exchange a. Creating assortmners b. Reducing transaction c. Transportation and storage functions d. Facilitating functions e. Disintermediaries
B. Reducing Transactions
1. In markets where customers rapidly changing prices,____ can provide a source of competitive advantage a. Price elasticity of demamd b. Stability Pricing c. Price bundling d. Auction proicing e. Variable pricing
B. Stability Pricing
A(n) ________ represents all organizations involved in providing a firm, the members of its channels of distribution, and its end-user consumers and business users. A. Value chain B. Supply Chain C. Virtual Channel D. Direct channel E. Indirect Channel
B. Supply Chain
The immediacy and personalization of social networks and, more broadly, the web itself set up the environment for___ a. News paper advertising b. Viral Marketing c. Green marketing d. Prosocial marketing Predatory pricing
B. Viral Marketing
____ one of the seven dimensions used ny researchers to define a website interface, is a site's ability to enable transactions a. Connections b. Community c. Commerce d. Communication e. Content
C. Commerce
Gaining a potential customer's attention requires investment in mass appeal forms of promotion, most notably advertising and ________. A. Social media marketing B. Sales promotion C. Public Relations D. Direct and interactive marketing E. Personal selling
C. Public relations
________ provides an incentive, such as a coupon, for a customer to buy a product or for a salesperson to sell it. A. Buzz Marketing B. Promotional Campaign C. Sales promotion D. Media buying E. Advertising
C. Sales promotion
The main difference between B2C and B2B markets is ________. A. Good interpersonal and communication skills are more important for B2C than B2B B. B2B Requires more supervision and performance evaluation than B2C C. Services sold by B2B salespeople are more expensive and technically complex than those in B2C D. B2B Requires more knowledge of the products being sold than B2C E. B2C requires the ability to discover customer needs and solve their problems more than B2B
C. Services Sold by B2B Sales people are more expensive and technically complex than those in B2C
Pricing objectives very frequently are designed to maximize profit, which necessitates a ________pricing strategy. A. Penetration B. Price Skimming C. Target return on investment (ROI) D. Price war E. Value
C. Target return on investment (ROI)
Which of the following activities best describes a salesperson's job? A. Manage production of goods B. Devise marketing strategies C. Set prices D. Manage information E. Research on product development
D. Manage Information
Which customer sales promotion refers to an instant price reduction at the point of sale, available in print media, online, or in-store, that encourages customers to "buy now?" A. Loyalty Program B. rebate C. Contest or sweepstake D. Premium E. Coupon
E. Coupon
The goal of ___ advertising is to promote an industry, company, family of brands, or some other issues broader than a specific product a. Product b. Pioneering c. Competitive d. Comparative e. Institutional
E. Institutional
Consumers engage in limited search for items like midrange fashion apparel, home furnishings, and appliances. These are examples of ________ goods, which are candidates for selection distribution. A. Technology B. Durable C. Convenience D. impulse E. Shopping
E. Shopping
Due to its use of an everyday low pricing tactic, Walmart has historically needed to make heavy investment in promotional activities False/True
False
Push and pull promotional strategies are seldom used independently of one another. True/False
False
Twitter is currently the largest social networking platform in the world. True/False
False (Facebook is the largest)
1. Exclusive dealing may be illegal if the parties show exclusivity is essential for strategic reasons, such as to main product image True/False
True
A promotional allowance offers retailers the opportunity to receive some compensation from product marketers for the costs of successful product promotions True/False
True
Among the marketing mix variables, price is the easiest and quickest to alter, so sometimes firms overuse price changes to stimulate additional sales or gain market share. True/False
True
Physical distribution, or logistics, is the integrated process of moving input materials to the producer, in-process inventory through the firm, and finished goods out of the firm through the channel of distribution. True/False
True
_______ is a social media site where users provide short and immediate insights on how they feel or what they are thinking. A. Twitter B. LinkedIn C. Facebook D. Google Plus E. Reddit.com
