3250 Exam II

Organizational buyers are especially partial to direct marketing channels when a. expensive and/or complex equipment is involved. b. they buy cheap materials in large quantities. c. a modified rebuy type of decision is involved. d. they try a new product for the first time. e. they are filling an order for a very important customer.

a

Price leaders, comparison discounting, and special-event pricing are applications of a. promotional pricing. b. product-line pricing. c. psychological pricing. d. bait pricing. e. professional pricing.

a

The two basic types of sampling that marketing researchers use are a. probability and nonprobability. b. planned and spontaneous. c. random and nonrandom. d. even and odd. e. stratified and quota.

a

What is the major difference between social responsibility and marketing ethics? a. Marketing ethics is concerned with organizational practices, and social responsibility is concerned with individual behavior. b. There is no difference; they are synonymous terms. c. There is legislation that deals with marketing ethics, but none for socially responsible practices. d. Social responsibility deals with the total effect of marketing decisions on society, whereas marketing ethics relates to individual and group evaluations in marketing situations. e. Marketing ethics varies by industry whereas social responsibility involves universal rules of conduct.

a

Which of the following has a target market of consumers who live within two to three miles of its stores, or within a few minutes' walking or driving time? a. Neighborhood shopping center b. Regional shopping center c. Superregional shopping center d. Community shopping center e. Lifestyle center

a

Which of the following types of distribution allow distribution and consumption to occur at the same time? a. Multichannel distribution b. Digital distribution c. Selective distribution d. Intensive distribution e. Exclusive distribution

a

____ refers to the idea that morality varies from one culture to another and that business practices are therefore differentially defined as right or wrong by particular cultures. a. Cultural relativism b. The self-reference criterion c. Economic relativism d. Moral relativism e. Global ethicsb

a

Buyers who focus on purchasing products that signify prominence and status are a. socially-elite buyers. b. prestige-sensitive buyers. c. status-conscious consumers. d. price-conscious consumers. e. value-conscious consumers.

b

For most consumers, there is an assumed relationship between a. value and price consciousness. b. price and quality. c. value and cost. d. internal and external reference prices. e. prestige prices and value.

b

How would marketers most likely benefit from the consumer's right to be heard? a. More information about the products can be posted online. b. The company can use the information to make its products better. c. Consumers will tell others about their bad experience with the company. d. They gain valuable information about their competitors. e. Consumers will drop their complaints if companies hear them out.

b

In an administered vertical marketing system (VMS), interorganizational relationships are a. achieved by clearly defining the obligations and rights of all channel members. b. achieved by informal coordination. c. guided by legal agreements. d. combined under the ownership of a single organization. e. formalized through contracts.

b

One overlooked internal source of secondary marketing information discussed in the text is a. interviews with salespeople. b. accounting records. c. sales receipts. d. quality control data. e. consumer surveys.

b

Organizations that employ standardized products, promotion campaigns, and prices for all markets are practicing what is known as a. customization. b. globalization. c. internationalization. d. nationalization. e. regionalization.

b

Retailing is best characterized as a. exchanges that take place only in a store or service establishment. b. transactions in which the buyer intends to consume the product through personal, family, or household use. c. transactions in which the purchaser intends to use the product for resale or for business operations. d. arrangements whereby a supplier grants a dealer the right to sell its products. e. large organizations that carry wide and deep product mixes.

b

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines a. kinesic communication. b. integrated marketing communications. c. tactile communication. d. proxemic communication. e. communication.

b

The main problem with using the objective-and-task approach to setting an advertising budget is that a. it often results in overspending or underspending of the firm's resources. b. the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals. c. it does not achieve full potential in terms of stimulating demand. d. it is difficult to determine the objectives of the campaign. e. it takes the view that sales create advertising rather than advertising creates sales.

b

The three primary bases for developing prices are a. markup, cost, and cost-plus. b. demand, competition, and cost. c. supply, demand, and marketing objectives. d. profit, demand, and competition. e. negotiation, bidding, and demand-based.

b

When consumers research products online and then go to an actual store to make their purchase, the practice is known as a. showrooming. b. webrooming. c. digital merchandising. d. digital retailing. e. dual-line retailing.

b

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as a. detailed market research. b. single-source data. c. individual consumer jury. d. family behavior recording. e. advertisement exposure data.

b

A company trying to position itself as value oriented should NOT a. consider costs when determining the price of products. b. set prices similar to those of its competitors. c. use premium pricing for its products. d. set prices that are reasonable relative to product quality. e. use any advertising for its products.

c

A retail establishment that offers a variety of product lines that are stocked in significant depth is best classified as a a. specialty retailer. b. limited-line retailer. c. general-merchandise retailer. d. warehouse club. e. category killer.

c

Actions that promote human health and welfare address the ____ dimension of the pyramid of social responsibility. a. legal b. ethical c. philanthropic d. social e. economic

c

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is a. public relations. b. advertising. c. sales promotion. d. personal selling. e. packaging.

c

Customer density and distribution are important factors in a. motivating salespeople. b. prospecting. c. creating sales territories. d. establishing sales force objectives. e. compensating salespeople.

c

The fact that consumers tend to trust other consumers over corporations and often rely on the recommendations of friends, family, and fellow consumers when making purchasing decisions has fostered the growth of sites like a. Tumblr. b. Google+. c. Yelp. d. Reddit. e. Pinterest.

c

The two major types of product advertising are a. competitive and comparative. b. institutional and advocacy. c. pioneer and competitive. d. informative and comparative. e. advocacy and competitive.

c

Traditionally, most firms entered international markets a. accidentally. b. globally. c. incrementally. d. quickly. e. domestically.

c

Using only some of the available outlets to distribute a product is called a. channel conflict. b. vertical channel integration. c. selective distribution. d. intensive distribution. e. exclusive distribution.

c

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build ____ demand. a. competitive b. economic c. selective d. secondary e. primary

c

incorrect 5. 0.00 Wrong ____ relates to perceptions of value and is the most flexible element of the marketing mix. a. Product mix b. Store location c. Pricing d. Promotion e. Distribution

c

A price developed in the consumer's mind through experience with the product is called a(n) a. external reference price. b. internalized price. c. frame of reference. d. internal reference price. e. value-price guideline.

d

A product that has more features than those of its competition, or that is perceived to be of higher quality, warrants using which type of pricing strategy? a. Price lining b. Special-event pricing c. Custom pricing d. Premium pricing e. Bait pricing

d

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by a. developing a media plan. b. creating the advertising platform. c. determining the financial resources available. d. defining the advertising objectives. e. creating an advertising message.

d

All of the following are key areas of sales force management except a. compensating salespeople. b. motivating sales personnel. c. recruiting salespeople. d. coordinating sales promotion efforts. e. training sales personnel.

d

If a business decides to reduce its prices once in a while on an unsystematic basis, it is using a. psychological pricing. b. everyday low pricing. c. price skimming. d. random discounting. e. periodic discounting.

d

If a marketing researcher is interested in observing group interaction during an informal, unstructured, and open-ended data collection process, he or she should use a. an on-site computer interview. b. a shopping mall intercept interview. c. crowdsourcing. d. a focus-group interview. e. a telephone survey.

d

Special interest groups and regulatory bodies are ____ forces that must be taken into account in international marketing. a. technological b. social and ethical c. socioeconomic d. political and legal e. economic

d

The driving force behind marketing channel decisions should be a. cost reduction. b. environmental concerns. c. quality. d. customer satisfaction. e. convenience.

d

The most basic principles of marketing ethics are _____________ to encourage marketers to conform to society's expectations for conduct. a. philanthropic responsibilities b. universally accepted behaviors c. economic responsibilities d. written as laws and regulations e. included in the marketing code of ethics

d

The step of the personal selling process in which a salesperson contacts a potential customer is called a. prospecting. b. the preapproach. c. cold calling. d. the approach. e. making the presentation.

d

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of a. retaining loyal customers. b. encouraging product trial. c. stimulating demand. d. creating awareness. e. identifying prospects.

e

According to the text, ____ interpretation focuses on what is typical or what deviates from the average. a. descriptive b. exploratory c. primary d. secondary e. statistical

e

Category killers compete primarily on the basis of a. enormous product selection and sales expertise. b. one-stop shopping and product availability. c. rock-bottom prices and moderate selections. d. convenient locations and customer services. e. low prices and enormous product availability.

e

For custom-made equipment or commercial construction projects, which pricing method is most likely used? a. Premium b. Differential c. Keystone d. Markup e. Cost-plus

e

One trend that has caused consumer-generated information to gain importance is a. the recession. b. the increase in consumer buying power. c. the globalization of companies. d. the increase in store brands. e. the increase of consumers using digital media to publicize their own product reviews.

e

Personal selling goals include finding prospects, convincing prospects to buy, and a. being aware of competitors' sales activities. b. avoiding repeat transactions. c. seeking one-sale customers. d. monitoring new products being developed. e. keeping customers satisfied.

e

Product-related ethical issues arise when marketers a. provide consumers with inadequate information about how a product is priced. b. force channel intermediaries to behave in a specific manner. c. bribe salespeople to push one product over another. d. manufacture a product that is very similar to a competing product. e. fail to disclose information to consumers about the risks associated with using a product.

e

The ____ stage of the personal selling process is when the salesperson asks the prospect to buy the product. a. approach b. overcoming objections c. trial d. proposal e. closing

e

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of a. media profile index. b. frequency proportion. c. exposure. d. frequency. e. reach.

e

Which of the following describes a company hiring a foreign firm to produce a designated volume of its product to specification? a. Licensing b. Direct investment c. Exporting d. Importing e. Contract manufacturing

e

An overall plan for obtaining the information needed to address a research problem or issue is called the a. research design. b. data collection method. c. hypothesis. d. sampling procedure. e. problem recognition.

a

As a result of the escalating use of digital media, some of the marketer's control over dispensing product information has been placed a. in the hands of the consumer. b. in the hands of the stockholders. c. in the hands of the company's competitors. d. in danger. e. under the authority of the government.

a

One of the biggest mistakes a marketer can make when engaging in digital marketing is to a. treat it like a traditional marketing channel. b. focus on competitors' digital marketing efforts. c. focus on technology. d. focus on price. e. fail to devote sufficient resources to it.

a

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required. a. advertising b. sales promotion c. personal selling d. packaging e. public relations

a

Price is considered to be the variable in the marketing mix that is a. most flexible. b. last to be decided. c. first to be decided. d. least flexible. e. most difficult.

a