mktg exam 4
Millie Foods, producers of baby food, offers a monetary sum to retailers who agree to feature its new products on their shelves for a considerable time period. In this case, the promotion tool used by the company is referred to as a(n) ________. A) price pack B) rebate C) sample D) allowance E) discount
allowance
Many brick-and-mortar stores use digital marketing __________
as a supplementary sales channel
Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________.
brand community website
A company should avoid high-pressure selling if it wants to __________
build long-term relationships with valued customers
The consumers' use of multiple marketing channels, both digital and nondigital, to help them make a buying decision is known as _________
consumer omni-channel navigation behavior
In which step of the selling process does a salesperson set call objectives?
preapproach
The European Commission accused Google of abusing its web-search dominance, harming both competitors and consumers in European Union markets. The commission also began investigating antitrust issues related to Google's android mobile operating system. If the accusations prove to be true, Google is practicing _________
predatory practices
GE employs different sales forces within different product and service divisions of its major businesses. For example, within GE Infrastructure, the company has separate sales forces for aviation, energy, transportation, and water processing products and technologies. GE has most likely adopted a ________ sales-force structure.
product
A country may place a limit on the volume of imported citrus fruit that is allowed. This is an example of a(n) ________.
quota
Home Depot is offering a cash incentive to buy a particular brand of power tool. The customer will receive a cash refund after sending in proof of purchase. This cash refund is known as __________
rebate
The presentation stage of the selling process most likely involves ___________
showing how a company's products can solve a customer's problems
the fastest growing sales trend is ___________ that involves the usage of online, mobile, and social media to engage customers build stronger customer relationships, and augment sales performance
social selling
The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.
use omni-channel retailing
which of the following is true of industrialized nations?
Industrialized nations have low-, medium-, and high-income households.
Which of the following statements is most likely true of team selling?
It can unearth problems and provide solutions that no individual salesperson could.
Many companies have shifted their sights to the so-called __________, the vast untapped market consisting of the world's poorest consumers
"bottom of the pyramid"
__________ is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers
Consumerism
_________ is an organized movement of concerned citizens, businesses, and government agencies designed to protect and improve people's current and future living environment
Environmentalism
which of these sentences best describes global trade since 1990?
Global trade has grown from about $3.5 trillion to $25 trillion
The ________ PESTLE framework is a useful tool for analyzing the forces that might impact marketing decisions in various global environments
PESTLE
which of the following is most likely an advantage of social media marketing?
Social media are targeted and personal.
Critics charge that high advertising and promotion costs unnecessarily increase retail prices. Marketers most likely respond to this criticism by arguing that advertising ________.
adds value by giving consumers product information
sales managers use a ____________ that shows which customers and prospects to pursue and which activities to carry out
call plan
A product or service's ________ is calculated by adding together the greenhouse emissions from every stage of a product or service's lifetime, from raw material production, sourcing, manufacturing, packaging, transport, and wholesale and retail processes to consumer usage and end of life disposal
carbon footprint
In a global value delivery network, the first link, ________, moves company products from points of production to the borders of countries within which they are sold.
channels between nations
In which of the following steps of the selling process does a salesperson ask a buyer for an order?
closing
the two major citizen action movements to keep businesses in line are ________
consumerism and environmentalism
Jeremy Clarkson, a marketing critic, is concerned about the pervasiveness of marketing. He points to advertising messages everywhere, from Web sites and e-mails to unwanted direct mail and catalogs to television commercials and product tie-ins to billboards and store signs. From the description given, it can be concluded that Jeremy is concerned about ________.
cultural pollution
__________ includes practices such as misrepresenting the product's features or performance or luring customers to the store for a bargain that is out of stock.
deceptive promotion
which of these is the fastest-growing forms of marketing?
digital
Which of these major steps is the first step in the digital marketing process?
understanding digital marketing
_________ is a management approach that involves developing strategies that both support the ecological balance and produce profits for the company
environmental sustainability
A toothbrush that costs ten cents to manufacture may cost a consumer $3.00 to buy. According to critics, this is an example of ________.
excessive markup
The simplest way to enter a foreign market is through ________.
exporting
__________ is the process of marketing products and services within and across multiple countries
global marketing
Which of the following is generally regarded as the most challenging issue with regard to public policy and ethics confronting the direct marketing industry?
invasion of consumer privacy
An emerging market economy is one which ________
is experiencing rapid economic growth
Which of the following describes the WTO?
it imposes international trade sanctions
Companies often form ________ ventures to merge their complementary strengths in developing a global marketing opportunity
joint ownership
A country's ________ shapes its product and service needs, income levels, and employment levels.
level of industrial development
The Bread Company promotes its brand in new international markets by providing rights to local bakeries and bistros to use its recipes and brand name. In this case, The Bread Company's market-entry strategy is referred to as ________.
licensing
The ________ concept focuses on meeting the company's short-term sales, growth, and profit needs by engaging customers and fulfilling their needs and wants more effectively and efficiently than the competition.
marketing
Which of the following is an online tool designed to engage customers and move them closer to a direct purchase or other marketing outcome?
marketing website
_________ can provide on the go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons
mobile marketing
Walmart's decision to suspend its planned expansion into India's huge but fragmented retail market due to obstacles put in place by the host nation to protect its mom-and-pop retailers is an example of ________.
nontariff trade barriers
________ refers to marketing via the internet using company websites, online advertising and promotions, email marketing, online videos, and blogs
online marketing
Fox Scully received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail asked customers to provide their address, date of birth, Social Security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Fox researched the company and discovered that the e-mail was fraudulent. This is an example of ________.
phishing
Some companies intentionally manufacture their products with materials or components that will break, wear, rust, or rot sooner than they should. This practice is called _________
planned obsolescence
Critics claim that the urban poor often have to shop in smaller stores that carry inferior goods and charge higher prices because the large, national, chain stores refuse to establish stores. This is known as the discriminatory practice of ________
redlining
When a salesperson acts in their role as "champion" of the customers' interests and managing the buyer-seller relationship they might __________
relay customer concerns back to the company
________ are the standards stating the amount salespersons should sell and how sales should be divided among the company's products
sales quotas
Which of the following account for the largest portion of firms' online advertising spending?
search-related advertisements
A class-action lawsuit was brought against a national burger chain, charging that its food contributed to the nationwide obesity epidemic. The suit was eventually dismissed, but critics continue to point out the health dangers of many fast food menu items. From the description, it can be concluded that these critics are concerned the the fast food industry is _________.
selling harmful products
Lakeland inc. employees get 40 hours paid leave each year to pursue volunteer projects. The company runs a service day that hosts projects in 25 countries, and it supports a nonprofit that brings young people into public service for a year. lakeland could be most accurately described as practicing __________ marketing.
sense of mission
________ marketing calls for socially and environmentally responsible actions that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
sustainable
A tax on an imported product designed to raise revenue or protect domestic firms is referred to as a ___________
tariff
A company that sells only one product line to one industry with customers in many locations would typically use a ________.
territorial sales force structure
Which of the following is a traditional right of buyers?
the right not to buy a product that is offered for sale
Which of the following is a traditional right of sellers?
the right to introduce any product in any size and style, provided it is not hazardous to personal health or safety
One of the challenges of understanding consumer omni-channel navigation behavior is that ___________
the specific pattern of channel navigation varies across consumers
Which of the following statements is true of salespeople?
they represent a company to its customers by communicating and selling
Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________.
viral marketing
Companies often enter global markets _______
when they have saturated domestic markets