tkm final

Closing a sale with a particular customer is a​ short-term ________​ orientation, but the selling process must also take a​ ________ orientation and look at the long term. Question content area bottom Part 1 A. ​company; relationship B. ​relationship; transactional C. ​profit; relationship D. ​transactional; relationship E. ​transactional; profit

D. ​transactional; relationship

Which of the following statements is true regarding the promotion​ mix? Question content area bottom Part 1 A. Direct and digital marketing cannot be used to target individual consumers. B. The entire marketing mix must be coordinated for greatest impact. C. Personal selling is not used to engage customers. D. Advertising is a personal form of marketing communication. E. Sales promotions are​ long-term incentives to encourage the purchase or sale of a product or service.

b. The entire marketing mix must be coordinated for greatest impact.

Which of the following statements is correct regarding marketing communications​ today? Question content area bottom Part 1 A. Advertisers are now able to engage smaller customer segments with more​ personalized, interactive content. B. Marketers are reversing a trend toward digital media. C. Digital and social media have given birth to a more​ targeted, more​ social, but less engaging marketing communications. D. Most marketers do not use integrated marketing communications tools or planning. E. Advertisers are adopting less fragmented media and promotion mixes to reach their diverse markets.

A. Advertisers are now able to engage smaller customer segments with more​ personalized, interactive content.

​_______________________ permits companies to tailor offers and content to needs and interests of carefully defined​ segments, which in turn helps develop​ long-lasting customer relationships as well as resulting in immediate responses. Question content area bottom Part 1 A. Direct marketing B. Public relations C. Personal selling D. Sales promotions E. Advertising

A. Direct marketing

_____________________________ are the three alternative ways an international​ division's operating units can be organized. Question content area bottom Part 1 A. Geographical​ organizations, world product​ groups, or international subsidiaries B. Geographical​ organizations, regional​ organizations, or global organizations C. Local​ offices, foreign​ offices, or global offices D. Export​ departments, sales​ departments, or marketing departments E. Local product​ groups, regional product​ groups, or world product groups

A. Geographical​ organizations, world product​ groups, or international subsidiaries

____________________________are the two economic factors that reflect the​ country's attractiveness as a market. Question content area bottom Part 1 A. Industrial structure and income distribution B. Industrial structure and political stability C. Attitudes toward international buying and monetary regulation D. Monetary regulations and income distribution E. Free trade zones and tariffs

A. Industrial structure and income distribution

What are the four areas of environmental sustainability that affect marketing​ strategy? Question content area bottom Part 1 A. Pollution​ prevention, product​ stewardship, new clean​ technology, and sustainability vision B. Pollution​ prevention, product​ stewardship, new clean​ technology, and recycling C. Beyond​ greening, recycling, pollution​ prevention, and sustainability vision D. Solar​ energy, wind-generated​ power, recycling, and greening E. Pollution​ prevention, recycling, new clean​ technology, and sustainability vision

A. Pollution​ prevention, product​ stewardship, new clean​ technology, and sustainability vision

In​ general, sales promotion campaigns should​ ______________________. Question content area bottom Part 1 A. be customer relationship building B. only be offered to consumers C. offer buyers​ long-term incentives to purchase a good or service D. only be used on social media E. be used without additional advertising support

A. be customer relationship building

The sustainable marketing concept focuses on​ _____________________, unlike the marketing​ concept, which focuses on fulfilling​ day-to-day needs of customers. Question content area bottom Part 1 A. socially and environmentally responsible actions B. satisfying immediate customer needs while engaging in recycling activities C. responsible but immediate and future profits D. the immediate best interests of customers and the business E. ​long-term customer loyalty and environmental safety

A. socially and environmentally responsible actions

Which of the following statements about the​ omni-channel buyer is NOT​ correct? Question content area bottom Part 1 A. ​Omni-channel buyers do not need the​ bricks-and-mortar environment in which to shop. B. They will cause a massive shift in how store retailers operate. C. They readily research products and prices​ online, shopping digitally from​ home, from​ work, in​ stores, or anywhere in between. D. ​Omni-channel buying calls for​ omni-channel retailing. E. They shift easily across online and​ in-store channels throughout the buying process.

A. ​Omni-channel buyers do not need the​ bricks-and-mortar environment in which to shop.

There are two extremes for global marketing strategies. At one extreme is​ ________ global​ marketing, and at the other is​ ________ global marketing. Question content area bottom Part 1 A. ​standardized; adaptive B. ​regional; local C. ​direct; indirect D. ​cultural; uniform E. ​standardized; uniform

A. ​standardized; adaptive

Many companies are now establishing guidelines and policies helping managers deal with marketing ethics. Of the​ following, which is a correct statement regarding these​ actions? Question content area bottom Part 1 A. Ethical marketing practices are not necessarily good business practices. B. Ethics and social responsibility require a total corporate commitment. C. Companies who hire ethical marketers will avoid ethical issues and problems. D. Guidelines and policies help to provide risk mitigation against possible legal action. E. Creating defined guidelines can resolve all the difficult ethical decisions a company faces.

B. Ethics and social responsibility require a total corporate commitment.

Which of the following statements about personal selling is​ correct? Question content area bottom Part 1 A. Personal selling is a fairly new profession. B. Many customers are unable to distinguish the salesperson from the company. C. Salespeople​ sell; they do not have a role in creating value for the customer. D. The sales force should work separately from other marketing functions. E. The role of personal selling is very consistent from company to company.

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

Which of the following is a drawback to social​ selling? Question content area bottom Part 1 A. It is inexpensive. B. Some things cannot be presented over the internet. C. It has completely changed the fundamentals of selling. D. It makes salespeople obsolete. E. It cannot be integrated into the selling process.

B. Some things cannot be presented over the internet.

Which of the following statements about major retail trends is NOT​ true? Question content area bottom Part 1 A. There is a continued rise of megaretailers. B. The green movement has not quite taken hold. C. Major retailers are expanding globally. D. Retailers have now adjusted to the new economic realities. E. Differentiation is now more difficult.

B. The green movement has not quite taken hold.

Which of the following statements about public relations is​ correct? Question content area bottom Part 1 A. Public relations is not used to engage consumers. B. The lines between advertising and public relations are becoming more blurred. C. It is difficult to integrate public relations into social media. D. The impact of public relations on public awareness comes at a much higher cost than advertising. E. Public relations is used only to promote products.

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

____________________ is the digital version of​ word-of-mouth marketing and the type of marketing in which marketers usually have little control over where messages end up. Question content area bottom Part 1 A. Social media marketing B. Viral marketing C. Mobile marketing D. Video marketing E. Interactive marketing

B. Viral marketing

Companies use​ ______________ to build good relations with​ consumers, investors, the​ media, and their communities. Question content area bottom Part 1 A. telemarketing B. public relations C. advertising D. sales promotion E. personal selling

B. public relations

_____________________ are the five promotion mix tools used by marketers to communicate customer value. Question content area bottom Part 1 A. Television​ advertising, radio​ advertising, online​ advertising, social media​ advertising, and outdoor advertising B. ​Advertising, public​ relations, personal​ selling, sales​ promotion, and direct and digital marketing C. ​Advertising, public​ relations, personal​ selling, sales​ promotion, and telemarketing D. ​Advertising, business-to-business​ selling, personal​ selling, sales​ promotion, and direct and digital marketing E. ​Product, price,​ place, promotion, and advertising

B. ​Advertising, public​ relations, personal​ selling, sales​ promotion, and direct and digital marketing

High​ prices, deceptive​ practices, high-pressure​ selling, shoddy or unsafe​ products, planned​ obsolescence, and poor service to disadvantaged consumers represent which of the​ following? Question content area bottom Part 1 A. The impact on other businesses by unscrupulous marketing practices B. ​Marketing's impact on individual consumer welfare C. The effect of excessive consumer sales promotions D. ​Marketing's unethical and shady business practices E. The impact of high advertising and promotion costs

B. ​Marketing's impact on individual consumer welfare

Four sales force structures that companies use in sales force design are​ _______________. Question content area bottom Part 1 A. ​inside, outside,​ individual, and team based B. ​territorial, product,​ customer, and complex C. ​territorial, international,​ product, and service D. ​simple, complex,​ inside, and outside E. ​geographic, territorial,​ product, and customer

B. ​territorial, product,​ customer, and complex

Marketers now have access to fragmented media and promotion mixes to reach diverse audiences. To prevent creating a communications​ hodgepodge, what must marketers​ do? Question content area bottom Part 1 A. Create​ informative, persuasive, and distinct messaging content B. Use marketing management software C. Adopt the concept of integrated marketing communications D. Deploy tools to facilitate customer relationship management E. Develop targeted social media and digital advertising

C. Adopt the concept of integrated marketing communications

Which of the following sets of characteristics correctly classifies​ retailers? Question content area bottom Part 1 A. Amount of service​ offered, the relative prices they​ charge, target​ customers, and store size B. Breadth and depth of product​ lines, relative prices they​ charge, location of the​ store, and store size C. Amount of service​ offered, the breadth and depth of product​ lines, relative prices they​ charge, and how they are organized D. Amount of service​ offered, breadth and depth of product​ lines, relative prices they​ charge, and store size E. Location of the​ store, relative prices they​ charge, target​ customers, and store size

C. Amount of service​ offered, the breadth and depth of product​ lines, relative prices they​ charge, and how they are organized

​____________________ is an organized social movement intended to strengthen the rights and power of consumers relative to sellers. Question content area bottom Part 1 A. Societal marketing B. Sustainable marketing C. Consumerism D. Socialism E. Environmentalism

C. Consumerism

______________________ is the market entry strategy that has the greatest amount of​ commitment, risk,​ control, and profit potential. Question content area bottom Part 1 A. Joint ownership B. Indirect exporting C. Direct investment D. Licensing E. Direct exporting

C. Direct investment

According to the​ text, what is one of the biggest advantages of social​ media? Question content area bottom Part 1 A. Interactivity B. ​Cost-effectiveness C. Engagement and social sharing capabilities D. Immediacy and timeliness E. Targeted and personal application

C. Engagement and social sharing capabilities

Companies may enter foreign markets in several different ways. Which method gives a company the least control but also the least​ risk? Question content area bottom Part 1 A. Franchising B. Licensing activities C. Exporting D. Joint venturing E. Joint ownership

C. Exporting

According to the​ text, what is perhaps the toughest public policy issue now confronting the direct marketing​ industry? Question content area bottom Part 1 A. Phishing B. Irritation C. Invasion of privacy D. Fraud E. Security

C. Invasion of privacy

Which of the following statements regarding traditional direct marketing forms is​ correct? Question content area bottom Part 1 A. ​Direct-mail marketing is rarely used today because it has been replaced by​ e-mail. B. Printed catalogs have been replaced by online catalogs. C. Marketers use both outbound and inbound telemarketing. D. ​Direct-mail marketing cannot be personalized. E. Kiosk marketing provides consumers with​ information, but it cannot be used for ordering merchandise.

C. Marketers use both outbound and inbound telemarketing.

Of product and services​ assortment, price,​ promotion, and​ place, which plays one of the most important roles in aligning target markets and​ positioning? Question content area bottom Part 1 A. Services assortment B. Price C. Place D. Promotion E. Product assortment

C. Place

At which stage in the selling process does a salesperson attempt to learn as much as possible about the organization​ (what it​ needs, who is involved in the​ buying) and its buyers​ (their characteristics and buying​ styles)? Question content area bottom Part 1 A. Handling objections B. Prospecting and qualifying C. Preapproach D. Presentation and demonstration E. Approach

C. Preapproach

Which of the following is a benefit of direct and digital marketing for​ buyers? Question content area bottom Part 1 A. Efficiency and prices B. Convenience and ease C. Sense of brand engagement and community D. Ease of use and ability to obtain lower prices E. A speedy alternative to other mediums

C. Sense of brand engagement and community

What are the four important decisions made when developing an advertising​ program? List them in order. Question content area bottom Part 1 A. Setting​ objectives, setting the​ budget, determining the impact on sales and​ profits, and determining the return on investment B. Setting​ objectives, setting the​ budget, developing message​ strategy, and determining media timing C. Setting​ objectives, setting the​ budget, developing​ strategy, and evaluating effectiveness D. Setting the​ budget, setting​ objectives, developing​ strategy, and evaluating effectiveness E. Developing message​ strategy, developing message​ execution, selecting​ media, and determining media timing

C. Setting​ objectives, setting the​ budget, developing​ strategy, and evaluating effectiveness

Attracting and holding customers presents great challenges and decision points for retailers. Of the​ following, which is NOT one of the areas in which they face major​ decisions? Question content area bottom Part 1 A. Decisions regarding segmentation B. Retail marketing mix decisions C. Social media and visibility decisions D. Store differentiation and positioning decisions E. Decisions about targeting

C. Social media and visibility decisions

_______ is the use of​ online, mobile, and social media to engage​ customers, build stronger customer​ relationships, and augment sales performance. Question content area bottom Part 1 A. Technology selling B. ​New-age selling C. Social selling D. Sales promotion E. Digital selling

C. Social selling

________________________ are the main forms of direct and digital marketing. Question content area bottom Part 1 A. Social media​ marketing, telemarketing, and kiosk marketing B. Online​ marketing, social media​ marketing, and telemarketing C. Traditional direct marketing tools and new digital marketing tools D. Online​ marketing, direct response television​ marketing, and mobile marketing E. Mobile​ marketing, social media​ marketing, and direct mail marketing

C. Traditional direct marketing tools and new digital marketing tools

_____________________________ are the five guiding principles of sustainable marketing. Question content area bottom Part 1 A. ​Consumer-oriented marketing, profitable​ marketing, innovative​ marketing, green​ marketing, and societal marketing B. Sustainable​ marketing, green​ marketing, societal​ marketing, ethical​ marketing, and profitable marketing C. ​Consumer-oriented marketing, customer value​ marketing, innovative​ marketing, sense-of-mission​ marketing, and societal marketing D. ​Consumer-oriented marketing, customer value​ marketing, green​ marketing, ethical​ marketing, and societal marketing E. ​Consumer-oriented marketing, customer value​ marketing, sense-of-mission​ marketing, profitable​ marketing, and ethical marketing

C. ​Consumer-oriented marketing, customer value​ marketing, innovative​ marketing, sense-of-mission​ marketing, and societal marketing

____________________ are promotional tools that can be used to attract consumers. Question content area bottom Part 1 A. ​coupons, sales​ contests, samples, and price packs B. trade​ shows, coupons,​ samples, and push money C. ​rebates, coupons, price​ packs, and samples D. ​coupons, rebates,​ off-list discounts, and price packs E. ​rebates, coupons,​ samples, and push money

C. ​rebates, coupons, price​ packs, and samples

What is the advice most international marketers suggest regarding globally standardized strategies and adaptive marketing​ tactics? Question content area bottom Part 1 A. Adjust the​ product, prices, and promotion by international market only when necessary. B. Engage in international trade but hire local country nationals. C. Use globally standardized strategies regardless of market. D. Strike a balance between globally standardized strategies and adaptive marketing mix tactics. E. Use adaptive marketing mix tactics instead of globally standardized strategies.

D. Strike a balance between globally standardized strategies and adaptive marketing mix tactics.

Which of the following is correct regarding most​ firms' direct marketing​ efforts? Question content area bottom Part 1 A. Digital marketing is​ growing, but most companies have ignored it. B. Digital usage is​ declining, so most companies are moving away from digital marketing. C. Social media marketing has replaced most other forms of direct marketing. D. Traditional tools are still heavily used and very important. E. Social​ media, website, and digital marketing have replaced traditional tools.

D. Traditional tools are still heavily used and very important.

The only reason for a wholesaler to exist is to​ ___________________ by increasing the efficiency and effectiveness of the entire marketing channel. A. eliminate marketing costs B. replace a sales team C. lower logistical costs D. add value E. facilitate distribution

D. add value

The three major groups of wholesalers are​ ________. A. merchant​ wholesalers, brokers and​ agents, and wholesale clubs B. merchant​ wholesalers, brokers and​ agents, and​ full-service wholesalers C. merchant​ wholesalers, wholesale​ clubs, and​ big-box stores D. merchant​ wholesalers, brokers and​ agents, and​ manufacturers' and​ retailers' branches and offices E. merchant​ wholesalers, full-service​ wholesalers, and​ limited-service wholesalers

D. merchant​ wholesalers, brokers and​ agents, and​ manufacturers' and​ retailers' branches and offices

Which of the following is a correct statement about the sustainable marketing​ concept? Question content area bottom Part 1 A. A​ company's marketing should create​ consumer- and​ business-friendly products and services. B. A company should define its mission in narrow product terms. C. A​ company's marketing should extend and perpetuate sustainable revenue. D. A​ company's marketing should include environmental protection policies. E. A​ company's marketing should support the best​ long-run performance of the marketing system.

E. A​ company's marketing should support the best​ long-run performance of the marketing system.

Which of the following correctly describes​ omni-channel retailing? Question content area bottom Part 1 A. Setting up franchises in different locations with seamless delivery of integrated services B. Developing close partnerships between wholesalers and retailers C. Selling products online environments D. Allowing one supplier to sell to multiple retailers through multiple channels E. Creating a seamless​ cross-channel buying experience that integrates​ in-store, online, and mobile shopping

E. Creating a seamless​ cross-channel buying experience that integrates​ in-store, online, and mobile shopping

Which of the following identifies the six major sales force management steps in the correct​ order? Question content area bottom Part 1 A. Recruiting and selecting​ salespeople, training​ salespeople, designing sales force strategy and​ structure, evaluating​ salespeople, compensating​ salespeople, and supervising and motivating salespeople B. Designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, supervising and motivating​ salespeople, evaluating​ salespeople, and compensating salespeople C. Designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, evaluating​ salespeople, compensating​ salespeople, and supervising and motivating salespeople D. Evaluating​ salespeople, designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, compensating​ salespeople, and supervising and motivating salespeople E. Designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, compensating​ salespeople, supervising and motivating​ salespeople, and evaluating salespeople

E. Designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, compensating​ salespeople, supervising and motivating​ salespeople, and evaluating salespeople

The American Marketing Association has developed a code of ethics for marketers based on three ethical norms. What are these​ norms? Question content area bottom Part 1 A. Embrace ethical​ values, enact ethical​ values, and communicate ethical values B. Do no​ harm, price products​ fairly, and foster honesty in advertising C. Do no​ harm, do not engage in illegal​ activities, and do not take advantage of consumers D. Foster trust in the marketing​ system, foster trust in​ consumers, and foster trust in government regulation E. Do no​ harm, foster trust in the marketing​ system, and embrace ethical values

E. Do no​ harm, foster trust in the marketing​ system, and embrace ethical values

Which form of direct and digital marketing do companies use to engage customers​ anywhere, anytime during the buying and​ relationship-building processes? Question content area bottom Part 1 A. Online marketing B. Social media marketing C. Websites D. ​E-mail E. Mobile marketing

E. Mobile 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. Question content area bottom Part 1 A. Societal marketing B. Strategic marketing C. Responsible marketing D. Environmental marketing E. Sustainable marketing

E. Sustainable marketing

Which of the following has changed​ customers' notions of​ convenience, speed,​ price, product​ information, service, and brand​ interactions? Question content area bottom Part 1 A. ​E-mail marketing B. Catalogs C. Traditional direct marketing tools D. The Internet of Things E. The digital age

E. The digital age

Creating false wants and too much​ materialism, too few social​ goods, and cultural pollution represent which of the​ following? Question content area bottom Part 1 A. ​Marketing's impact on consumer welfare B. The negative effects of greed and corruption in business C. The impact of​ advertising, sales​ promotion, and social media D. The socioeconomic effects of unethical business practices E. The impact of marketing on society

E. The impact of marketing on society

Omni-channel retailing goes beyond just helping​ in-store customers as they​ cross-shop on mobile devices and requires​ _________________________. Question content area bottom Part 1 A. integration of product​ assortment, services​ mix, and price B. careful​ targeting, differentiation, and positioning C. carefully integrating all elements of the marketing mix to maximize value D. extra attention to product​ assortment, store​ atmosphere, and price E. carefully integrating the entire range of available shopping channels

E. carefully integrating the entire range of available shopping channels

Most companies​ ______________________ when first deciding on a global marketing organization. Question content area bottom Part 1 A. become a global organization B. set up a joint venture C. hire international marketing consultants D. create an international division E. establish an export department

E. establish an export department

Personal selling can be very effective in complex selling situations because it involves​ ________ interactions and engagement between salespeople and individual customers. Question content area bottom Part 1 A. nonpersonal B. competitive C. informal D. profitable E. interpersonal

E. interpersonal

International marketers and advertisers face challenges not encountered domestically. The most basic issue concerns​ ____________. Question content area bottom Part 1 A. lack of infrastructure and technology required for social or digital advertising B. differences in languages and religious practices in multiple country markets C. the difficulties in obtaining appropriate media outlets in multiple country markets D. government regulation and censorship in select country markets E. the amount of adaptation required for the unique characteristics of various country markets

E. the amount of adaptation required for the unique characteristics of various country markets

U.S. companies looking to enter a foreign country must first understand​ ____________. Question content area bottom Part 1 A. foreign monetary exchanges B. the implications of offshore manufacturing C. free trade zones D. the host​ country's cultural environment E. the international trade system

E. the international trade system

The trend of​ ________ has resulted in different types of retailers now selling the same products at the same prices to the same consumers. A. pop-up stores B. social media retailing C. green retailing D. tighter consumer spending E. retail convergence

E.retail convergence