MKTG exam 2

Advantages of direct marketing for sellers include all of the following except? a. speed b. efficiency c. low cost d. flexibility e. ned for sales training

e) need for sales training

The following is the first step in the marketing research process? a. Implementing the research plan b. Interpreting and reporting the findings c. Developing the research plan d. Developing a marketing information system e. Defining the problem and objectives of the study

e. Defining the problem and objectives of the study

Juanita Petino, a nutritionist, decided to test the effects of two breakfast cereals, Kinglo and Loopy, on different consumer groups. For the purpose of her study, she divided 20 volunteers into two groups and asked the members of one group to have Kinglo cereal and the members of the other group to have Loopy cereal for breakfast. She decided to compare the responses of the volunteers after a week to gain deeper insights into consumer attitude. In this instance, Juanita is using ________. a. Ethnographic research b. Niche markting c. Product differentiation d. Viral marketing e. Experimental research

e. Experimental research

Which is a disadvantage of a viral success? a. Many people will see the marketing message b. The cost per exposure is relatively low c. Word-of-mouth is strong d. Publicity is always good e. Marketers have little control over where the message ends up

e. Marketers have little control over where the message ends up

______ involves creating a video, email, mobile message, advertisement, or other marketing events that is so infectious that customers will seek it out or pass it along to their friends. a. Integrated marketing b. Telemarketing c. Omni-channel marketing d. Kiosk marketing e. Viral

e. Viral

Which fo the following is NOT an example of changing marketing communications environment? a. Increased investment in personal selling b. Companies are doing more narrowcasting c. Improvements in information technology

a. Increased investment in personal selling

When talking about buyer-readiness stage in online lecture, we talked about an advertisement that encourages women to buy rings for themselves. The information provided is targeting which readiness stage? a. Liking b. Knowledge c. Preference d. Conviction e. Awareness

a. Liking

Akira Takano, a marketing manager, is about to test the hypothesis that the sale of a particular product will increase exponentially if there is a $5 drop in the selling price of the product. Akira is involved in ________ research. a. causal b. exploratory c. descriptive d. Constructive

a. causal

which of the following is a disadvantage of online focus group? a. controlling online sample is difficult b. researchers are unable to view the sessions in real time c. facility, technology, and travel costs are very high d. results take a long time to tabulate and analyze e. responses are not instantaneous

a. controlling online sample is difficult

the slogan "cesar is the most delicious accessory for your small dog" is an example of _______ a. draw a conclusion b. order of an argument c. two-sided argument d. emotional argument

a. draw a conclusion

which of the following statements is true regarding the old mass media communications model? a. many viewers are gaining control of message exposure through DVRs and video streaming b. Mass0-media costs are decreasing c. internet ad spending has stagnated and more marketers are shifting toward TV advertising d. Mass-media audiences are increasing

a. many viewers are gaining control of message exposure through DVRs and video streaming

A home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. this is an example of _______ a. personal selling b. advertising c. public relations d. sales promotion e. direct and digital marketing

a. personal selling

Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of ________. a. sales promotion b. personal selling c. a public relations strategy d. horizontal diversification e. a pull strategy

a. sales promotion

An integrated social marketing campaign likely could include all of the following EXCEPT ____. a. Television ads b. Youtube videos c. Twitter postings d. Facebook pages e. Instagram photos

a. television ads

Which of the following is true about email marketing messages? a. Email marketing messages involves sending an offer, announcement, reminder, or sample to a person living at a particular address b. Email marketing messages are effective in reaching the desired target market and result in low costs c. email marketing messages cost more per thousand people reached than mass media such as television or magazines d. email marketing messages create a strong emotional connection with a customer's compared to traditional direct mail e. email marketing messages involve connecting directly with carefully targeted consumers, exclusively for a one-to-one, interactive basis

b. Email marketing messages are effective in reaching the desired target market and result in low costs

The decision to use an NBA star player to communicate the desirability of Nike basketball shoes represents the​ ________ process of the communication model. a. Sourcing b. Encoding c. Messaging d. Decoding e. Acknowledging

b. Encoding

Jaime Gonzalez owns a small publishing company and has a very restrictive budget for the market research he needs to conduct. He requires a large sample size for his reserach in order to arrive at insightful conclusions. He wants to have excellent control over his sample. What method of contact would you advise Jaime to use? a. Telephone interviews b. Online surveys c. Focus group interviews d. Mail questionaires e. Individual interviews

b. Online surveys

A _____ platform that gives people a place to save, organize, and manage links to websites or other resources on the internet. a. Online forums b. Bookmarking sites c. Social networking sites d. Social news sites

b. bookmarking sites

Business and marketing professionals refer to the saturation of advertisement as _____. a. Niche b. Clutter c. Viral d. Equilibration

b. clutter

Gillette razor shows its unique selling proposition in the advertisement; this is a tactic to arouse ________ according to the AIDA model. a. interest b. desire c. attention d. action

b. desire

SparkClean is a company that specializes in producing cleaning products for automobiles. In order to promote its products, SparkClean sends a complimentary sample of its products to auto enthusiasts. Which form of marketing is SparkClean involved in? a. viral marketing b. direct mail marketing c. online marketing d. telemarketing e. kiosk marketing

b. direct mail marketing

fiona lambrech is the marketing director of a newly established detergent company. in order to introduce her product effectively into the market, fiona sends samples of the detergent to a select group of individuals. which of the following forms of marketing was most likely used by fiona? a. direct-response television marketing b. direct mail marketing c. catalog marketing d. telephone marketing e. kiosk marketing

b. direct mail marketing

Kei, a senior marketing manager of a pizzeria in North Florida, is currently researching electronic collections of consumer information within the company network to arrive at crucial marketing decisions. In this instance, Kei is using ________. a. ethnographic research b. internal databases c. descriptive research d. causal research

b. internal databases

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the medium of this message is ______. a. Gigi Hadid b. Ladies' Home Journal c. Readers who redeem the $20off coupond. Maybellinee. The target market to which Gigi Hadid appeals

b. ladies' home journal

which of the following are internet marketing concerns EXCEPT _______ a. identity theft b. registration fees to digital websites c. phishing d. access by vulnerable or unauthorized groups e. financial scams

b. registration fees to digital websites

Spartanlaunched ExtremeSpartan.com to showcase products and provide testimonials of famous adventure sports athletes who use Spartan's products. It also includes videos and blogs. Which of the following best describes ExtremeSpartan.com? a. Blog b. Podcasst c. Branded community website d. Digital catalog e. Social network

c. Branded community website

The following types of research should be best suited for understanding the attitudes of customers who buy a particular brand of soft drink? a. Internal research b. Exploratory research c. Descriptive research d. Demogrpahic research e. Causal research

c. Descriptive research

A company sent a trained observer to watch and interact with consumers in their natural environments in order to gain deeper insights on consumer needs. This is an example of ____. a. Viral marketing b. Survey research c. Ethnographic research d. Experimental research e. Niche marketing

c. Ethnographic research

Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments. a. Public relations activites; digital activities b. Viral marketing; word-of-mouth marketing c. Mass marketing; digital marketing d. Digital activities; mass marketing e. Personal selling; digital activities

c. Mass marketing; digital marketing

Which of the following is a specialized and highly targeted media selection than Advertiser might use to reach smaller customer segments with personalized content? a. Magazines b. Network television c. Online social networks d. Newspapers e. Radio

c. Online social networks

To communicate effectively, a marketing Communicator should most likely ____. a. Use familiar words and symbols b. Encode and decode the message personally and frequently c. Understand the consumer's field of experience d. Ensure that the encoding and decoding processes are different e. Foresee unplanned static or distortion

c. Understand the consumer's field of experience

Online companies include all of the following EXCEPT ______. a. Transaction sites b. Online social media c. Brick-and-mortar d. Search engine portals e. Content sites

c. brick-and-mortar

which of the following is an advantage of using internal database? a. data always remains current in internal databases b. highly sophisticated equipment and techniques are not required for maintaining internal databases c. internal databases can be accessed more quickly and cheaply than other information sources d. internal databases require less maintenance efforts e. information obtained from internal databases is most always sufficient for making marketing decisions

c. internal databases can be accessed more quickly and cheaply than other information sources

Following is true with regard to gathering secondary data? a. It is illegal for firms to purchase secondary data from outside suppliers b. Gathering secondary data involves costly fees to government agencies c. internet search engines can be useful sources of relevant secondary data d. Commercial online databases contain primary rather than secondary data e. Secondary data eliminates the need for primary data in most cases

c. internet search engines can be useful sources of relevant secondary data

The following is true with regard to marketing research? a. The marketing research process depends primarily on sophisticated internal databases b. The marketing research process requires assessing macroeconomics forces c. marketing research gives marketers insights into customer motivations d. marketing research eliminates the need for a SWOT analysis e. marketing research is a simple two-step process

c. marketing research gives marketers insights into customer motivations

in a recent radio spot, John and Barb gave a quick explanation of Sparkle's cleaning process and a description of the value consumers receive for their money. This is an example of a(n) ________. a. Social b. Emotional c. Rational d. Morale e. Standard

c. rational

Many firms hire celebrities to appear in their advertisements. Which step of the communication process is represented? a. collecting feedback b. designing a message c. selecting the message source d. determining the communication objectives e. choosing the media

c. selecting the message source

Whiledishwasher-manufacturing company spent 10 days observing people as they used their dishwashers in their homes. What type of research is this known as? a. Experimental research b. Quantitative marketing research c. Survey research d. Ethnographic research e. Casual research

d. Ethnographic research

A charitable trust appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n) ____ appeal. a. Awareness b. Ration c. Structure d. Moral e. Standard

d. Moral

companies fail to integrate their various messages to consumers because _________ a. personal selling and sales promotion are in direct conflict b. firms have overemphasized the concept of brand contact c. advertising departments are reluctant to work with public relations professionals d. communications often come from different parts of the company e. historically, consumers have been able to distinguish between message and sources

d. communications often come from different parts of the company

Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone. a. variety b. Simplicity c. creativity d. consistency e. Flexibility

d. consistency

when talking about AIDA model in the online lecture, we watched a doritos commercial to learn how to keep audience's interest. what tactics does doritos commercial attempt to hold audience's interest? a. dialog b. rational statement c. cartoon d. drama

d. drama

Which is NOT a reason that companies use social media? a. Immediacy and timeliness b. Engagement and social sharing capabilities c. Cost effectiveness d. Ease of creating content e. Interactiveness

d. ease of creating content

a newspaper article announced that connect wireless, the sixth-largest wireless carrier in a country, was changing its name to M-Mobile and that to begin the makeover process it had replaced spokesperson robert garmon with catherine naylor. which of the following elements of a promotion mix is represented in this example? a. direct marketing b. personal selling c. advertising d. public relations e. sales promotion

d. public relations

Colgate states it is the "1st brand recommended by dentists." This is an example of ___. a. Designing a message b. Identifying the target audience c. Choosing media d. Select the message source

d. select the message source

Jumped-up of casual research is to ____. a. assign a cause to a seemingly random event b. predict the effect of a random event on unrelated entities c. describe things, such as the market potential for a product d. test hypotheses about cause-and-effect relationships e. gather preliminary information that will help suggest hypotheses

d. test hypotheses about cause-and-effect relationships

In the communication process, an actual HP printer/fax machine advertisement would be considered a. Encoding b. Decoding c. The product d. The message e. The medium

d. the message

Boson Corp. is introducing consumers to its new car with the help of an advertisement campaign. This introductory campaign most likely aims to affect the ________ stage of buyer-readiness. a. Conviction b. Insistence c. Preference d. Liking e. Awareness

e. awareness

in which step of the communication process does the marketing communicator used to know the buyer-readiness stage of the target audience? a. collecting feedback b. selecting the message source c. designing the message d. choosing the media through which to send the message e. determining communication objectives

e. determining communication objectives

The research plan ____. a. precedes the definition of research objectives b. does not include contact methods c. does not include sampling plans d. provides comprehensive marketing intelligence about competitors e. outlines sources of existing data and spelled out the specific research approaches

e. outlines sources of existing data and spelled out the specific research approaches