Exam 4 Quiz Answers

2) Advertisements basically consist of two types: A) prepurchase and postpurchase. B) promotional and reinforcement. C) promotional and informative. D) product and service. E) product and institutional.

E) product and institutional.

10) The most common cross-channel shopping and buying path is to browse one or more websites and then A) negotiate among competitors for the lowest price. B) find the item on an auction site such as eBay. C) contact the manufacturer directly. D) click on the shopping cart icon to purchase the product or service. E) purchase the item at a retail store.

E) purchase the item at a retail store.

2) An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n) A) extranet. B) intranet. C) marketplace. D) marketspace. E) web portal.

E) web portal.

3) ________ can take three forms: pioneering (or informational), competitive (or persuasive), and reminder. A) Product advertisements B) Service advertisements C) Persuasive advertisements D) Institutional advertisements E) Cooperative advertisements

A) Product advertisements

3) In the traditional sense, a ________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects. A) marketspace B) multichannel online mall C) cyberstore D) virtual store E) marketplace

A) marketspace

4) Information and persuasive content can be combined to form which common advertising appeals? A) sex, fear, and humor appeals B) guilt, financial risk, and self-esteem appeals C) joy, fear, and self-worth appeals D) demographic, psychographic, and lifestyle appeals E) gender, ethnicity, and reference group appeals

A) sex, fear, and humor appeals

4) Among popular purchases online, one kind of product consists of items like computer software, music, and video for which A) prepurchase trial is critical. B) digital delivery is the single most important factor. C) audio or video demonstration is important. D) price and delivery time are not key factors. E) price and speed of delivery are the determinant sales factors.

B) digital delivery is the single most important factor.

Quiz 18 1) Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as A) publicity. B) sales promotion. C) advertising. D) personal selling. E) direct marketing.

C) advertising.

5) Among popular online purchases, one kind of product includes regularly purchased consumer packaged goods such as personal care items where A) customer value is the most important element. B) price and delivery time are not key factors. C) convenience is very important. D) digital delivery is an important factor. E) price and speed of delivery are the determinant sales factors.

C) convenience is very important.

8) Online shopping and buying helps consumers avoid traffic and standing in store checkout lines; they sometimes use online shopping for A) customerization. B) control. C) convenience. D) utilitarianism. E) marketplace value.

C) convenience.

7) Internet-enabled software permits the practice of Delta Air Lines to change its prices in real time in response to supply and demand conditions. This describes one example of why consumers shop and buy online, which is A) convenience. B) choice. C) cost. D) customization. E) control.

C) cost.

9) All of the following add to the costs of coupons except which? A) misredemption B) redemption C) customer handling D) clearinghouse costs E) the advertisement to deliver it

C) customer handling

Quiz 21 1) Consumers and companies populate two market environments today. One is the traditional ________ and the other is the A) extranet; intranet. B) superstore; hypermarket. C) marketplace; marketspace. D) shopping mall; virtual mall. E) online store; virtual store.

C) marketplace; marketspace.

10) The objective of a(n) ________ is to inform a newspaper, radio station, or other media of an idea for a story. A) infomercial B) business bulletin C) news release D) news broadcast E) broadcast summary

C) news release

5) Which of the following statements describes a potential problem with using sex appeals in advertising? A) What men find sexy, most women do not, and vice versa. B) Ads using sex appeal do not attract as much attention as those using other appeals. C) Sex in advertising typically appeals to only younger audiences. D) An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent. E) Sex in advertising alienates a large segment of progressives.

D) An ad using sex appeal does not always lead to changes in recall, recognition, or purchase intent.

9) ________ is the practice of examining products online and then buying them in a store. A) Multichannel shopping B) Multichannel marketing C) Intertype retailing D) Webrooming E) Social commerce

D) Webrooming

6) The six reasons consumers shop and buy online are A) interest, personalization, cost, control, speed, and customization. B) customization, customerization, price, service, entertainment, and convenience. C) content, context, utility, entertainment, communication, and cost. D) convenience, choice, customization, communication, cost, and control. E) control, utility, interest, personalization, choice, and flexibility.

D) convenience, choice, customization, communication, cost, and control.

8) Sales promotions that usually offer a discounted price to the consumer, which encourages trial of the product, are commonly referred to as __________________ A) deals. B) rebates. C) samples. D) coupons. E) premiums

D) coupons.

7) The availability of streaming services has led to new trends in television viewing, including watching multiple episodes of a series in a short period of time, known as A) wasted coverage. B) cord-cutting. C) wireless TV. D) media freedom. E) binge watching.

E) binge watching.

6) One of the advantages associated with television as an advertising medium is that it A) has a short exposure time. B) is a low-cost medium. C) has an unlimited amount of advertising time available. D) can be used to convey complex messages. E) can use sight, sound, and motion.

E) can use sight, sound, and motion.

3) The ________ distinguishes types of retail outlets, with independent retailers, corporate chains, or contractual systems being the three general forms. A) wheel of retailing B) service level C) merchandise line D) product assortment E) form of ownership

E) form of ownership

3. How does Facebook generate its sales revenue from ads? a. Facebook charges for ads to appear along the right-hand section of a Facebook webpage. b. Facebook allows companies' ads to show up in pop-up windows throughout the site. c. Facebook charges companies to create a Facebook Page for their brands. d. Facebook staff create ads for companies who want to advertise on Facebook. e. Facebook charges companies every time their brand is mentioned in a user's profile.

a. Facebook charges for ads to appear along the right-hand section of a Facebook webpage.

4. Twitter is a. a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them. b. a website that enables users to send and receive short messages up to 140 characters long. c. a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople. d. a video-sharing website in which users can upload, distribute, view, and comment on videos. e. a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

a. a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.

9. The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as __________. a. direct orders b. lead generation c. traffic generation d. indirect orders e. prospect bid

a. direct orders

5. The use of toll-free telephone numbers that customers call to obtain information about products and make purchases is referred to as __________. a. inbound telemarketing b. outbound telemarketing c. outbound videoconferencing d. interactive marketing e. multichannel selling

a. inbound telemarketing

3. A salesperson who is guided by the notion, "I try to sell customers all I can to convince them to buy, even if I think it is more than a wise customer would buy," has which type of orientation? a. sales b. cognitive c. emotional d. customer e. compensatory

a. sales

9. A statement describing what is to be achieved and where and how the selling effort of salespeople is to be deployed is known as a __________. a. sales plan b. salesforce framework c. sales protocol d. workload plan e. sales assessment

a. sales plan

6. In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing (1) the number of users or unique visitors to the website and (2) __________. a. the characteristics of these visitors b. the availability of social network to run apps c. the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics d. the ability of the social network to pull controversial content e. the site's ability to present the results of key word searches to improve the odds of a firm's products showing up in user searches

a. the characteristics of these visitors

8. A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product). The stages include awareness, interest, evaluation, trial, and adoption, and are referred to as __________. a. the hierarchy of effects b. Maslow's hierarchy c. the purchase decision continuum d. the consumer-product cycle e. the consumer purchasing hierarchy

a. the hierarchy of effects

7. Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address), and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as __________. a. users/members b. unique visitors. c. visitors. d. fans. e. likers.

a. users/members

2) The __________ provided by retailers create value for consumers. a. utilities b. wholesaling functions c. outsourcing d. profits e. synergies

a. utilities

10. Which of the following the results of the convergence of the real and digital worlds is MOST ACCURATE? a. a greater emphasis on traditional media since is more cost effective than social media b. an increased emphasis on measuring the marketing return on investment for social media initiatives c. a de-emphasis on socially networked "communities" like loyal users of a brand or alumni associations—groups with common interests d. the elimination of traditional media; all media will become digital e. The failure of near field communications to expand e-commerce due to the absence of digital cash

b. an increased emphasis on measuring the marketing return on investment for social media initiatives

2. A message is conveyed by means of a(n) __________ such as a salesperson, advertising media, or public relations tools. a. vehicle b. channel of communication c. field of experience d. direct feedback loop e. information highway

b. channel of communication

10. When different types of buyers have different needs, a __________ sales organization structure used. a. multi-reseller b. customer c. geographical d. market segmentation e. multi-level marketing

b. customer

2. IBM has 30 information technology hardware and software specialists, business consultants, and engineers working at Charles Schwab, a large brokerage firm, all under the direction of a senior IBM sales executive. They are creating and managing a complex financial planning system that helps Schwab clients with their retirement planning. This is an example of __________. a. transactional selling b. partnership selling c. strategic alliance selling d. creative selling e. synergistic selling

b. partnership selling

5. Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products. These consumers are therefore referred to as __________. a. one-way consumers b. passive receivers c. active-receivers d. traditional consumers e. traditional receivers

b. passive receivers

10) A limited-service wholesaler that furnishes shelves that display merchandise in stores, performs all channel functions, and sells on consignment to retailers is referred to as a __________. a. stack loader b. rack jobber c. drop shipper d. desk jobber e. truck jobber

b. rack jobber

Quiz 16 1)All activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family, or household use are referred to as __________. a. manufacturing b. retailing c. wholesaling d. facilitating e. logistics

b. retailing

4. An order taker refers to a a. salesperson who specializes in identifying, analyzing, and solving customer problems, but who does not actually sell products and services. b. salesperson who processes routine orders or reorders for products that were already sold by the company. c. salesperson who identifies prospective customers, provides them with information, persuades them to buy, closes sales, and follows up on their use of a product or service. d. a person on the selling team who is responsible for obtaining qualified leads. e. member of the sales support team who does not directly solicit orders but rather concentrates on performing promotional activities and introducing new products.

b. salesperson who processes routine orders or reorders for products that were already sold by the company.

6. An order getter refers to a. a salesperson who specializes in identifying, analyzing, and solving customer problems, but who does not actually sell products and services. b. a salesperson who processes routine orders or reorders for products that are presold by the outbound telemarketers. c. a salesperson who sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers' use of a product or service. d. a person on the selling team who is responsible for obtaining qualified leads. e. a member of the sales support team who does not directly solicit orders but rather concentrates on performing promotional activities and introducing new products.

c. a salesperson who sells in a conventional sense and identifies prospective customers, provides customers with information, persuades customers to buy, closes sales, and follows up on customers' use of a product or service.

2. A publicly accessible personal journal and online forum for an individual or organization is a __________, whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________. a. Internet browser; blog b. wiki; blog c. blog; wiki d. Facebook; Twitter e. Twitter Page; Facebook Page

c. blog; wiki

8. Where a social network following comes from—with fans coming from a friend being more valuable than those coming from an ad—is referred to as a a. friendster. b. friend visitor. c. fan source. d. fan base. e. friend source.

c. fan source.

7. The name of a person who may be a possible customer is referred to as a(n) __________. a. "A" list b. cold call c. lead d. prospect e. qualified prospect

c. lead

6. The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, __________, and ancillary services. a. durability b. adaptability c. risk d. accessibility e. acceptability

c. risk

9. Apps are a. computer-based networks that trigger actions by sensing changes in the real or digital world. b. software programs to measure the number of times an ad loads on a webpage. c. small, downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices. d. a failed marketing gimmick to advertise the benefits of smartphones. e. programs that can be used to organize large groups of people to form protests on social networking sites.

c. small, downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices.

10. The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as __________. a. direct order consignment b. lead generation c. traffic generation d. indirect order fulfillment e. first-mover advantage

c. traffic generation

Quiz 19 1. What is another term that is sometimes used interchangeably with "social media?" a. net platforms b. Web 3.0 c. user generated content d. user platforms e. peer-to-peer networking

c. user generated content

9) The description of how new forms of retail outlets enter the market is referred to as the __________. a. retail life cycle b. product life cycle c. wheel of retailing d. retail life matrix e. retail continuum

c. wheel of retailing

3. Advertising refers to a. any nonpersonal, indirectly paid presentation of an organization, service, or product. b. a short-term inducement of value offered to arouse interest in buying a product or service. c. methods used to identify a target market for a particular product or service. d. any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. e. any unpaid form of personal presentation of products and services.

d. any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

6) The largest percentage of products sold from vending machines are a. candy and snacks. b. personal items. c. movies and videos. d. cold beverages. e. food.

d. cold beverages.

4) One of the most common forms of retail ownership is the __________ owned by a person. a. corporate chain b. consumer cooperative c. contractual system d. independent retailer e. administered system

d. independent retailer

4. Personal selling refers to a. a customer-directed flow of communications, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale. b. an individualized communications program specifically designed for a single customer because the item being sold is unique to that person. c. a mass selling approach that has been be tailored to meet the unique needs of a target market based on age, gender, ethnicity, or occupation. d. the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision. e. any spoken (rather than visual or print) attempt to promote a product for the purpose of making a sale.

d. the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.

7) When setting prices for merchandise, retailers must decide on the markup, markdown, and the __________ for markdowns. a. relevance b. necessity c. percentage d. timing e. consequence

d. timing

Quiz 17 1. The promotional mix includes advertising, personal selling, sales promotion, public relations, and __________. a. public relations b. direct selling c. merchandising d. word-of-mouth e. direct marketing

e. direct marketing

5. All products go through a product life cycle of __________ stages: __________. a. two; new and improved b. two; growth and decline c. three; new, improved, and obsolete d. four; awareness, interest, trial, and adoption e. four; introduction, growth, maturity, and decline

e. four; introduction, growth, maturity, and decline

5) Vending machines are an example of __________. a. hypermarkets b. direct mail c. scrambled merchandising d. intertype competition e. nonstore retailing

e. nonstore retailing

8. Encyclopedia Britannica used to pay to have a business reply card bound into magazines adjacent to its advertisement. The ad asks people to return the card for more information on how its encyclopedias can help children do better in school. Encyclopedia Britannica was engaged in a. cold-canvassing. b. order taking. c. sales follow-up. d. stimulus-response selling. e. prospecting.

e. prospecting.

Quiz 20 1. Planning the selling program and implementing and evaluating the personal selling effort of the firm is referred to as __________. a. relationship marketing b. team selling c. personal selling d. sales engineering e. sales management

e. sales management

7. The __________ is defined as the group of prospective buyers toward which a promotion program is directed. a. directed audience b. intended audience c. promotion audience d. selling audience e. target audience

e. target audience

8) A markdown refers to a. the difference between the final selling price and the retailer's cost. b. the amount the manufacturer adds to achieve the desired suggested retail price. c. discounting a product when it does not sell at the original price and an adjustment is necessary. d. the lowest price to which a retailer can reduce a sales ticket and still make a profit. e. the net margin.

e. the net margin.