Marketing Exam 2 A&M Commerce
Purchase order
After two weeks of negotiations, Tony is ready to buy 50 skids of plastic tubing from a supplier. Tony and the supplier have agreed to pay $85 per skid and have agreed that they must be delivered by November 1st. What tool should Tony use to make this a legal obligation on the part of his supplier?
technical
A(n) _______________ specialist is a sales representative who contributes expertise in the form of product demonstrations and trials.
distribution
A(n) _________________ center is a type of warehouse used specifically to store and ship finished goods to customers.
stockout
A(n) _________________ occurs when a company does not have enough inventory available to fill an order.
CRM
A(n) ___________________ system is a set of software tools used for contact management, sales management, and productivity. (Use acronym for answer.)
distributor
A(n) ______________________ also sells to other companies, but has exclusive rights to selling products from a producer to customers within a specific territory.
wholesaler
A(n) is a company that sells to other businesses, such as industrial companies or retailers, but has no exclusive rights to sell a product.
consultative
A(n) seller is a sales representative who focuses on developing long-term relationships by developing a deep knowledge of the customer's industry, business issues, and needs.
product mix
Apple sells computers, iPhones, iPads, and iPods. The combination of all the products that Apple sells to its customers is referred to as its _______.
innovators
Approximately 2.5% of those who adopt a product do so almost immediately after the product is launched. These people are called .
geographic
After Tonya moved to Chicago, she realized that the Target store near her did not stock swimming suits year-round like the Target she had lived near in Tampa. This demonstrates the idea of segmentation.
Demographics
After Tonya's company tried to market its new line of imported textiles to a U.S.-based company, it learned that the company would never be able to purchase the textiles due to the size of the organization and complex buying processes. What aspect of B2B segmentation did Tonya's company fail to do?
targeting
After completing an effective market segmentation, a company must evaluate each market segment to determine which one has the most potential to maximize sales. This process is known as .
targeting
After completing an effective market segmentation, a company must evaluate each market segment to determine which one has the most potential to maximize sales. This process is known as ______________________ .
stockout
After the busy holiday season, Nadia's company has many items on back order and has to advise customers the products are not available at this time. This situation exemplifies a(n) __________________ .
publicity
As a public relations tool, _________________ involves disseminating unpaid news items through some form of media to gain attention and support.
undifferentiated
As a targeting strategy, ________________ targeting works best with uniform products, like apples or bread because a company can develop a single marketing mix that satisfies all customers.
promotion
As it pertains to marketing, all of the activities that communicate the value of a product and persuade consumers to buy it is referred to as _______.
cosmopolitanism
As it relates to international product adoption, ______ refers to the extent to which a country is connected to other cultures.
objective-and-task
Because it incorporates many of the strengths of the other budgeting methods without falling prey to their weaknesses, the _______ method is typically considered the best of the budgeting methods.
behavioral
Because it is expensive and time-consuming, the text advises that _______ segmentation is considered the most difficult of all the segmentation strategies to use.
Because it requires a greater degree of involvement on the part of the consumer, _______ advertising is especially appealing for high-involvement (significant) consumer products, such as a house or a car.
gaining commitment
Because it requires the salesperson to overcome the basic human fear of being rejected, _______ is the most difficult part of the personal-selling process.
advocacy
Customer ________________ is a specific form of customer service in which companies focus on what is best for the customer.
rail transportation
Damages, inconsistent service, and lack of accessibility are all disadvantages of _______.
materials
Diego has procured all of the raw materials and components his company needs to manufacture its line of projection screens. Getting those materials to its manufacturing plant demonstrates the idea of _______ management.
The approach
Dimitri has identified his potential customer's needs and knows who the key decision makers are in the firm. He is now ready to establish rapport with the customer. Dimitri is ready for which stage of the personal-selling process?
Labor
Many companies are interested in sourcing goods and services from other countries. Which of the following is typically an inexpensive cost associated with global sourcing and, therefore, beneficial to the company's bottom line?
logistics
Many companies today rely on complex supply chains which require detailed planning and control of the flow of goods, services, and information between the point of origin and the final customer. This planning and control refers to _______.
80%
Many firms rely on the idea that 20% of heavy users account for _______ of total demand.
offshoring
One component of a business analysis is estimating all costs related to the product. Some firms outsource production and distribution activities to reduce these costs, often to organizations located in a foreign company. This practice is called _______.
wasted
One of the major disadvantages of outdoor advertising is that the viewers of the advertisement may not be part of the target market. This is a situation known as ______________ coverage.
bonus
One type of salesperson compensation is a _______, a lump sum payment awarded when a salesperson achieves sales quotas.
Evaluating feedback
Since consumer needs and wants change constantly, which step of the positioning process should be under constant appraisal?
Geographic
Since most of his company's product line is sold in the western part of the United States, Jamal has allocated 75% of resources to warehouses in California, Arizona, and Oregon. Which aspect of B2B segmentation did Jamal use to make this determination?
behavioral
Stacey knows that her company's line of high-end paper products are used for weddings, anniversaries, and other milestone celebrations. Stacey is using _____________________ segmentation to understand how her company's products are used
lied
Surveys of sales and marketing executives reveal that more than half of the respondents believe that their salespeople have on a sales call.
planet profits people
Sustainable sourcing takes into account the long-term impact on _______. (Check all that apply.)
profits planet people
Sustainable sourcing takes into account the long-term impact on _______. (Check all that apply.)
sales engineers
Technical specialists who work in high-tech sectors and typically have educational backgrounds in fields such as engineering, computer science or physics are called ____________________ _______________________ .
supply; demand
The challenge of inventory management is to manage inventories in a way that balances ______________ and ______________in a cost-effective manner.
objections
The concerns or reasons customers offer for not buying a product are called .
Purchasing cost
The cost to place and process orders is which type of inventory cost?
sales territory
The customer groups or geographic districts to which an individual salesperson or sales team sells is referred to as a (n) ______.
territory
The defining feature of a generalist sales force is that its members sell products based on their assigned _______.
mobile
The nontraditional form of advertising that is communicated to the consumer via a handheld device is referred to as ________________ advertising.
sustainable design
The notion of building products and services in a way that eliminates negative environmental impacts is referred to as _______.
Product width
The number of different product categories a company offers
Product depth
The number of products a company offers within each category
disintermediation
The practice of eliminating intermediaries, thereby shipping directly from a producer to a consumer, is referred to as _______.
decline
The primary disadvantage of the percentage-of-sales method arises when a firm's sales .
trucks
The primary type of motor transportation is the use of .
trucks
The primary type of motor transportation is the use of ______________________.
concept testing
The procedure in which marketing professionals ask consumers for their reactions to verbal descriptions and rough visual models of a potential product is referred to as ____________.
customer relationship management (CRM)
The process by which companies get new customers, keep existing customers and get a larger share of customer purchases is ______.
sustainable sourcing
The process of purchasing goods and services that takes into account the long-term impact on people, profits, and planet is called _______.
diffusion
The process through which a product is adopted and spreads across various types of adopters is called _______.
product life cycle
The series of stages a product goes through from the time it is launched into the market until the time it is removed from the market is referred to as the ________________ ______________ ______________.
Repositioning
The snack food industry has introduced a wide variety of products in recent years in response to health-conscious consumers looking for a healthier snack option. Consumers can now find baked potato chips and low-fat crackers on the grocery store shelves. The snack food industry's response to changes in the marketplace represents the idea of _______________.
business analysis
The stage in the new-product development process in which companies analyze a new product to determine its profitability is referred to as ___________________.
idea generation
The stage of new-product development in which a set of product concepts is generated from which to identify potentially viable new products is referred to as ____________ _______________.
postponing
The statement "We can discuss the product's warranty in a few minutes, but first let me ask about your needs in this area..." exemplifies overcoming an objection by ___________________ .
revenue per ad dollar
The strategy of cultivating high-frequency advertising at a low cost is aimed at improving _______.
launches
The term time to market refers to the speed with which a company _______ a product.
strategic fit
The text details how McDonald's eventually removed the Angus burger from its menu because it discovered that people were not willing to pay for this more expensive product. From a marketing perspective, McDonald's failed to take into consideration _______.
Product allocation Product sortation Product accumulation Product assortment
The text lists four additional functions performed by a distribution center that would not be done at a regular warehouse. These include _______. (Check all that apply.)
supports manufacturing activities reduces procurement and production costs through economies of scale coordinates supply and demand for materials supports marketing objectives
The text lists four benefits to effective materials management, including _______. (Check all that apply.)
social
The text notes that AirTran promotes the idea that consumers can view their schedules and ticketing services on the airline's Facebook page. In doing so, AirTran is utilizing ___________________ media
The elderly Children
The text notes two market segments in which marketers should be aware of growing ethical concerns. Which of the following are included? (Check all that apply.)
Right
The text refers to the seven Rs of logistics. Which of the following words represents the seven Rs?
niche marketing
The three basic strategies for targeting markets include: undifferentiated targeting, differentiated targeting, and __________________ ___________________ .
prospective customers
The use of lead scoring helps companies identify _______.
storage
The warehousing function involved when a company holds Christmas decorations until they are ready to be sold is ___________________ .
six
There are _______________ different modes of transportation a firm can use to transport its products.
seven
There are ____________________ stages in the new-product development process
adaptive
To close the sale, a salesperson has to recognize buyer types and customize the sales message. This is an example of ______ selling.
the U.S. Census Bureau
To discover less obvious information about a customer, such as income, a marketer could turn to _______ which provides free information on how households are segmented.
pretest; posttest
To measure the effectiveness of an advertising campaign, marketers typically conduct a(n) _______ before the ad campaign begins and a(n) _______ after the campaign.
product placement
To offset consumers' ability to skip or fast-forward through ads, firms are using the technique of ______________ ________________ by having their products appear directly in the program content of television shows.
Generalist
Toby is a sales rep for a pharmaceutical company. He has an assigned territory and can sell all of the company's products to clients within that territory. Toby is part of which kind of sales force?
lifetime
Today, many businesses are focusing on keeping customers for long periods of time and are, therefore, reorganizing their business processes around the ________________ value represented by their most important accounts.
diffusion
Understanding the process of ____________________ gives marketers a way to figure out who will likely buy their product over a period of time, plan an appropriate marketing mix, and forecast potential sales.
New-product strategy development
What is the first stage of the new-product development process?
To have its brand be on the top of consumers' minds
What is the marketing goal of Textbook Brokers?
Strained client relations Missed sales opportunities Potential legal issues
What items are listed in your text as effects of sales force turnover? (Check all that apply.)
Is the proposed product within the company's ability to produce?
What key question is being addressed if a company decides that a proposed product will require new equipment and/or the establishment of different processes in order to manufacture the product?
Public relations
What promotion mix tool can be especially important when an organization faces a crisis that it must diffuse?
Will the product sell? Can the product be developed and marketed on-time and within budget? Is the proposed product within the company's ability to produce?
What three key questions should be asked during the idea screening stage? (Check all that apply.)
Training
What trade sales promotion technique aimed at retailers helps to ensure that employees at every level understand the features, advantages, and benefits of the products they are trying to sell?
Market considerations The firm's overall marketing strategy
What two factors determine a sales force's need for generalists or specialists? (CHeck all that apply.)
Missionary salesperson
What type of salesperson promotes the firm and its products, but does not actually get or take orders?
cyberspace
When Amazon transports books via the Internet to be downloaded on a Kindle, the company is using as a transportation mode. Listen to the complete question Need help? Review these concept resources.
After targeting boys for more than 20 years, Lego introduced the Lego Friends line for girls
Which of the following exemplifies the idea of gender segmentation?
Social media requires minimal financial responsibility.
Which of the following explains why social media can be a very attractive market segmentation tool to a company?
Common needs and wants
Which of the following features would be the focus of global segmentation?
Advertisements that are embedded into a video game
Which of the following is a nontraditional form of advertising?
Google Analytics
Which of the following is a target marketing analytics tool?
Storage and handling expenses
Which of the following is an example of an inventory carrying cost?
A survey
Which of the following is necessary in order to place consumers into VALS segments?
Selling to generate the most profit possible for the firm
Which of the following is not part of the Sales and Marketing Executive International (SMEI) code of conduct?
Fuel efficiency
Which of the following is of prominent concern for firms wishing to transport products in a sustainable manner?
Sales training programs should be customized to the needs of the representative and changing market conditions.
Which of the following is true regarding sales training programs?
Pipeline
Which of the following modes of transportation is the most limited in the products it can carry?
Customer and market knowledge Major events like new product launches The company's processes and products
Which of the following needs to be considered in plans for sales training? (Check all that apply.)
Situation questions Problem questions Need-payoff questions Implication questions
Which of the following questions are represented in the SPIN selling framework? (Check all that apply.)
Supply chain management
Which of the following refers to the actions a firm takes to coordinate the various flows within a supply chain?
When the product fails to generate sales
Which of the following represents the highest level of risk that occurs in developing new products?
Select and qualify appropriate suppliers Negotiate contracts Place purchase orders Monitor supplier performance
Which of the following responsibilities does the text list as those performed by a purchasing manager? (Check all that apply.)
Behavioral Demographic Geographic
Which of the following segmentation bases do B2B firms generally use? (Check all that apply.)
The level of competition in the industry The geographic location of the firm's customers The types of products being sold by the firm
Which of the following should be taken into consideration when determining a promotion mix budget? (Check all that apply.)
Sales has been and will continue to be one of the largest occupational categories.
Which of the following statements is accurate regarding personal selling as a profession?
Identifying customer needs Identifying key decision makers Reviewing account histories
Which of the following takes place in the pre-approach stage of the personal-selling process? (Check all that apply.)
Smartphones Satellite music radio stations Digital presets MP3 players
Which of the following technological advances have created disadvantages for radio advertising? (Check all that apply.)
Google Analytics Wildfire Klout
Which of the following tools are used specifically for measuring the effectiveness of social media? (Check all that apply.)
Being a good listener
Which of the following would Max Carter say has helped him more than anything in his career?
Region
Which of the following would be an aspect of B2B geographic segmentation?
Initiatives taken by competitors regarding sustainability
Which of the following would not be a factor that would affect a company's sustainability profile?
Annual reports
Which public relations tool best allows a firm to highlight financial successes as well as charitable and philanthropic work that portray the organization in a positive light?
Undifferentiated targeting
Which strategy for targeting markets approaches the marketplace as one large segment?
Push
Which supply chain strategy benefits from economies of scale that can reduce manufacturing, transportation, and other costs?
onshoring
Which terms refers to the sourcing of materials and finished products from suppliers in an organization's own country?
Niche marketing Differentiated targeting Undifferentiated targeting
Which three of the following are basic strategies for targeting markets? (Check all that apply.)
Klout
Which tool for evaluating social media marketing strategies tells marketers how many people the organization influences, how much it influences them, and the influence of its customer network across social media platforms?
Low-learning products
Which type of product has benefits that customers can easily see and whose PLC curve is represented by a steep curve through the maturity phase?
Key-account sellers
Which type of salesperson focuses on establishing and maintaining partner relationships with a small set of three to five named accounts?
New-business salespeople
Which type of salesperson is primarily responsible for finding new customers as well as convincing prospective customers to drop one or more competitors?
coupon
While checking her e-mail, Stacey noticed that Groupon was offering a deal where she could buy one meal, and get another one free at her favorite restaurant. This is an example of a(n) _______.
Sample
While in the grocery store, a clerk entices customers to buy a new type of pizza by offering them a small taste. This is an example of which sales promotion technique?
consumers compare goods and services on the basis of benefits
While positioning can happen in a variety of ways, it always assumes that _______.
outdoor
While sitting at a baseball game, Kendra notices that the area near the scoreboard periodically changes to display advertisements for various things. This is a type of advertising known as _______________ advertising.
age
While the Olay line of facial products has always been targeted toward women, in recent years it added an extension to the product line which focuses specifically on treating problems such as wrinkles and age spots associated with older women. Olay is using the _______ component of demographics to segment its market for this new product line.
Customers
Who does defines Textbook Brokers' brand, according to Bobby Lorimer?
customer relationship
_____________________ ______________________ management is a strategy and set of processes used for better managing a company's interaction with its customers and potential customers.
Lead scoring
_____________________ ____________________is an analytics-based sales approach in which a company numerically rates its best prospective customers.
Adaptive
_____________________ selling refers to the altering of sales behavior during a customer interaction.
Intermodal
_____________________ transportation occurs when a company uses several types of transportation for the same shipment.
responsive
Another name for a pull strategy is a(n) supply chain
premium
A(n) _____________ is a promotional item that is given as an incentive for performing a particular act, typically buying a product
stay connected to customers and prospects
A CRM system is a set of information technology tools used to help companies ______.
strategic fit of a target market
A SWOT analysis would be useful when trying to determine the _______.
strategic fit of a target market
A SWOT analysis would be useful when trying to determine the ______________.
closed-loop supply chain
A _______ is a supply chain that maximizes value creation by recovering value from product returns.
new-business
A _______ salesperson seeks to find new customers and secure their business. As such, they tend to be highly credible, creative, and professional.
advertising campaigns
A collection of coordinated advertisements that share a single theme is called a(n) _____________ __________________.
sustainability
A commitment to adopting a lifestyle that meets the needs of the present without compromising the ability of future generations to meet their own needs is referred to as _______.
profitability
A company engaged in a business analysis is ultimately attempting to determine the ________________ of a potential product.
management
A company introduces technology that enables a retailer to share demand information with a supplier. Taking a specific action such as this indicates that the firm is practicing supply chain .
price
A company relies on logistics to determine the value of volume discounts and inventory carrying costs. This demonstrates how logistics affect the _____________________ aspect of the four Ps.
wholesaler
A company that buys products in large quantities, typically from the producer (but without exclusive rights), and sells them to other companies is called a(n) ______.
planned obsolescence
A company that frequently comes out with new models of a product that make existing models obsolete is engaging in _______.
test marketing
A company that is introducing a new product in its final form to a geographically limited market to see how well the product sells and get reactions from potential users is engaged in ___________________.
Eeliminating intermediaries in the delivery of its products to consumers
A company that practices disintermediation is doing which of the following?
distributor
A company that sells to other companies, but has an exclusive right to sell a product in a specific territory is known as a(n) ______.
near-shoring;onshoring
A company that sources materials from countries that are close to, but not in, the company's own country is practicing ____________________ ; a company that sources materials from supplier in an organization's own country is practicing ___________________ .
Use raw materials recovered from returned goods to generate power Find new buyers for products that are unwanted Repair returned goods and resell them to another customer
A company wanting to establish a more sustainable supply chain through a closed loop system would do which of the following? (Check all that apply.)
simulated test market
A company wanting to test market a product decides to build a mock shopping experience for potential customers. This way, the firm can observe the participants' responses to the marketing stimuli they present to see if they would be successful. This means of test marketing is referred to in the text as a _______.
time to market
A company's __________ _________ _____________ is the speed with which it launches a product.
product mix
A company's ____________________ __________________ is characterized by width, depth and consistency
Substantial
A cookie company would not design a line of products for children under six months of age because they would not be able to eat a cookie. This is a simplistic example of which criteria for effective segmentation?
accessibility
A disadvantage of rail transportation is its lack of _______, which is the ability to provide service from the source of the shipment to its destination.
Warehouse
A distribution center is similar to which of the following?
value
A distribution channel adds _______ to the product by making it available to ship to the next step in the supply chain or by taking customer orders.
integrated marketing communications
A firm decides to coordinate the various promotion mix elements in order to provide its consumers with a clear and consistent message about it products. This firm is engaged in _______.
integrated marketing communications
A firm engaged in a(n) _______ strategy, will coordinate the various promotion mix elements to produce a clear and consistent message about its products that customers will understand.
a case study
A firm that posts a video on Facebook showing how its product had a positive impact on someone's life is using _______ as a public relations tool.
competitive advantage
A firm whose product is perceived to have more value than its competitors' products in the same category is said to have a(n) _______________ ___________________ and has a greater chance of its product being adopted quickly.
customer advocacy
A form of customer service that focuses on what is best for the customer is ______.
always consider the target market
A good rule of thumb marketers should use when determining the optimal promotion mix is to _______.
Compatibility
A high fashion clothing company tries to sell its mini-skirts and midriff-baring tops to women in Iran. However, the culture of Iran frowns upon women wearing such clothing. What product characteristic did this company fail to consider?
push-pull
A hybrid strategy that combines elements of both the push strategy and the pull strategy is known as the _______ strategy.
purchase order
A(n) _______________ ________________ is a legal obligation to buy a certain amount of product at a certain price from a supplier which must be delivered at a specific date.
increasing revenue per ad dollar
A manufacturer of pet products decides to advertise on the Animal Planet channel instead of on the three main networks, because it is less expensive to do so. As a result, the manufacturer can run its advertisement more frequently, and will hopefully increase the frequency that the target market will see the advertisement. This type of strategy is aimed at _______.
Region
A marketer focusing on geographic market segmentation would consider which of the following aspects of the market?
VALS framework
A marketer would rely on the ______________ ____________________ when trying to determine if an Achiever or Striver is more likely to buy the company's products.
standardize
A marketing mix strategy that works well in one market may be successful for other markets in the same segment, allowing the firm to _________________ the marketing mix across segments.
standardize
A marketing mix strategy that works well in one market may be successful for other markets in the same segment, allowing the firm to ______________________ the marketing mix across segments.
reach
A measure of the percentage of the target market that has been exposed to a promotional message at least once during a specific time period is referred to as _______.
commission
A per-unit payout paid on sales beyond the salesperson's quota is called a(n) __________________ .
late majority
A product has typically achieved all it can from a market in terms of profitability and growth by the time ________________ ___________________the decides to purchase it.
serving the needs of the customer
A sales rep that wants to attain long-term success in professional sales must understand that all sales efforts need to be centered around _______.
market
A salesperson who has an understanding of the goods, services, and processes within one's firm and of key business issues that affect the customer's success is said to have ______________ -related knowledge.
push
A speculation strategy is another name for a supply-chain ________________ strategy.
orientation
A supply chain _______________ is a management philosophy that guides the actions of a company toward actively managing the supply chain.
closed-loop supply chain
A supply chain that maximizes value creation by recovering value from product or material returns is a(n) _______.
marketing
A supply chain's objectives should be based on the firm's __________________________ goals.
group of customers
A target market refers to a _______.
order taker
A(n) _______ is a salesperson who processes orders that a customer initiates.
recognition
A(n) _______ test is a performance metric that involves showing consumers an advertisement and asking if they recognize it.
supply chain
A(n) ____________ _________________ consists of three or more companies that are directly linked by the flow of products, services, finances, or information from a source to a customer.chain
The customer
According to Bobby Lorimer, the success his firm has experienced is due to a strong focus on _______.
listen
According to Max Carter, the ability to ______________________ what the customer wants is a skill that must be continually practiced and refined.
behavioral
According to the text, ____________ segmentation might be the most beneficial to B2B marketers because it allows them to segment based on supplier requirements.
Young people Those with more money to spend Those with access to the Internet
According to the text, global segmentation usually results in market segments made up of _______. (Check all that apply.
Promotion Product
According to the text, repositioning typically involves changing which of the marketing elements? (Check all that apply.)
percentage of sales
According to your text, one of the most widely used budgeting approaches is the _______ method.
television
According to your text, perhaps the biggest disadvantage of _______ advertising is its high cost.
advertising
According to your text, the element of the promotion mix that most consumers think of first is ________________________.
loyalty programs
According to your text, the sales promotion technique that is especially popular in the airline and hotel business sectors is ________________ ________________.
Time Money
According to your text, when considering the age component of demographics, older consumers typically have which of these two things that more of younger consumers do not? (Check all that apply.)
Informative advertising
According to your text, which form of advertising is especially important in the introductory stage of the product life cycle?
sales promotion
Activities centered around _______ account for the bulk of most firms' promotional budgets.
market segmentation
Al has run a pizza shop for ten years and decided six months ago to change his marketing tactic. Instead of marketing the same to all customers, Al has targeted those customers who like deep-dish pizza and those who like thin pizza. This is an example of _______.
radio
Along with being one of the most cost-effective media available, another major advantage of ________________ advertising is the ability to market to small geographic regions including very small or rural communities.
radio
Along with being one of the most cost-effective media available, another major advantage of _________________ advertising is the ability to market to small geographic regions including very small or rural communities.
ethical
Although _____________ and legal issues are important to all aspects of marketing, they are perhaps even more vital in personal selling.
seven
Although the specific process followed by each salesperson varies, most move through the general sales process by following ____________________ steps.
television advertising
An advantage of _______ is that this is often what people think of first when they hear the term marketing.
reach
An advertiser that shows a commercial once during the Super Bowl is most likely trying to increase _______ by exposing as much of the target market as possible to its promotional message.
requires consumers to recall advertisements from memory without any clues
An unaided recall test is a performance metric that _______.
customer convenience
Annie owns a donut shop next to a college campus. She knows that most of her customers will be college students and has decided to stay open until midnight rather than open early in the morning because she knows college students tend to stay up late. Annie is geographically segmenting her market based on _______.
marketing
Another name for a distribution channel is a(n) channel.
push
As the logistics manager for a furniture manufacturing company, Bryce is responsible for selecting trucking companies that can handle large product orders at a reasonable cost. He also seeks out warehouses where his company can store its large inventories. From this information, you can tell that Bryce's company is relying on a(n) supply chain strategy.
psychographics
As the marketing director for a major car manufacturer, Parul realizes that while most of its customers are at least 40 years old and earn more than $200,000 per year, some people are purchasing their car as a status symbol, while others are buying it for its' safety features. Parul is segmenting the market based on _______.
positioning statement
As the marketing director for the new product line of air conditioning systems, Chester is responsible for creating a statement which identifies the core target market to which the company wants to direct its efforts. He also needs to create a compelling picture of how his company wants the target market to view the air conditioning systems. Chester is responsible for developing a(n) _______
push
As the owner of Spring Spruce Up Landscapers, Janice knows that her customers don't want to wait for flowers and shrubs; she needs to have them from her suppliers in stock and ready for customer orders. When customers demand a short lead time, it is beneficial to rely on a _______ supply chain strategy.
Promotion
At the meeting, Jill informed the logistics manager that a new advertising campaign was being rolled out in June and an increase in sales for the active-wear line was expected. Which of the four Ps is affecting logistics in this situation?
rebates
Because customers often fail to redeem them, marketers like to use _____________ as a sales promotion tactic.
public relations
Because of advances in technology that cause information to spread faster than ever before, _______ is now a 24-hours-a-day, 7-days-a-week job for marketers across government entities, for-profit industries, and nonprofit organizations. Multiple choice question.
water
Because of its low cost and high capacity, ____________________ transportation is a preferred mode for international shipments, but is less important for domestic shipments.
early majority
Because they are information gatherers and careful in their approach, by the time the _______ buys a product, more competitors have entered the market, so this group will have some choice as to which product to buy.
laggards
Because they may never convince this group to buy their good or service, marketers should spend the least amount of time on _______, since they are not easily motivated by any promotional strategy.
early adopters
Because they talk to other people about their experiences with their purchases, _______________ --__________________ are considered to be opinion leaders.
direct marketing
Because you have eaten at Red Lobster restaurants in the past and provided them with your e-mail address, you now get notifications from them of upcoming specials and coupons for discounted menu items. This is an example of _______.
order-taker
Beverly works at a baby products store. She helps customers find what they are looking for and rings up sales that customers bring to the check-out counter. Beverly works as a(n) _______.
outdoor
Billboards, signs in sports arenas, and ads on the sides of buildings are all forms of _________ advertising.
outdoor
Billboards, signs in sports arenas, and ads on the sides of buildings are all forms of advertising.
push
Carrie uses her page on the Etsy website to sell her hand-knit boot toppers and scarfs. Rather than making an inventory of her items ahead of time, Carrie waits until she receives an order and then begins to knit. Which type of supply chain strategy is Carrie relying on?
The pre-approach
Charlotte wants to learn as much as possible about a potential customer, so she is reviewing the customer's account history, identifying the customer's needs and determining who the key decision makers are in the firm. These activities would take place in which step of the personal-selling process?
product
Common in the high-tech and medical fields, specialization by _______ is most effective when vast knowledge is required to sell the product.
a competitive advantage
Companies achieve _______ if its product has a superior position over competing products because consumers believe it has more value than other products in its category.
sustainable
Compared to an incandescent light bulb, an LED light bulb is an example of a good that is more ____________________.
inconsistent
Compared to the U.S., data collection and classification in many other countries can be described as _______
inconsistent
Compared to the U.S., data collection and classification in many other countries can be described as _______.
supply chain orientation
Custom Floor Works provides customers with made-to-order carpets. In order to service its customers in a timely manner, Custom Floor Works relies on cotton and wool suppliers and high-end sewing manufacturers. Custom Floor Works recognizes the importance of sharing its supply and demand information with these suppliers in order to manage its orders better. This demonstrates the idea of _______.
idea screening
Concept testing is part of the _______ stage of the new-product development process.
How to allocate her marketing resources to maximize profit
Corinne owns a mountain climbing apparel shop in Denver and recently tried marketing her products in the Midwest. While she did sell a few products, she realized that she sells more in those areas of the country where mountain climbing is common. While she will still sell in the Midwest, she plans to focus her advertising campaigns in the mountain states. Which of the following did Corinne learn through market segmentation?
the sales presentation
Detailing how the product will provide benefits for the potential customer takes place during _______.
motor
Due to the universal accessibility of ______________ transport, most shipments will include some leg of the journey to be completed by a truck.
motor
Due to the universal accessibility of transport, most shipments will include some leg of the journey to be completed by a truck.
listening
During a sales presentation, if a salesperson wants to gain a true understanding of the prospect's needs and wants, he or she should not underestimate the value of asking questions and __________________ to the customer.
listening
During a sales presentation, if a salesperson wants to gain a true understanding of the prospect's needs and wants, he or she should not underestimate the value of asking questions and _____________________ to the customer.
sweepstakes
During its annual Black Friday sale, a local electronics store gave customers a chance to win a new laptop computer. Customers only had to fill out a card with their name and address and drop it into a box. One winner would be chosen at random. This is an example of a _______.
growth
During the ___________________stage of the product life cycle, companies typically try to focus marketing efforts on showcasing the competitive advantage of its product over that of its competitors
level of competition
During the targeting process, a firm should take into account three important factors: growth potential, strategic fit and _____________.
Growth stage
During which stage of the product life cycle do companies begin to take advantage of economies of scale in purchasing, manufacturing, and distribution?
logistics
Effective implementation of any supply chain strategy is heavily dependent on operations.
Attributes
Eileen is aware that there are several competitors who produce mountain bikes of the same value as her company. She has determined that her company's advantage lies in the fact that it is known for producing the bikes in an environmentally-friendly manufacturing plant and it uses this advantage in all of their marketing programs. Which positioning strategy is Eileen relying on as she defines her competitive advantage?
target market
Ellen owns a floral business and has decided to focus on selling to brides-to-be. The brides-to-be are Ellen's _______.
they involve one-to-one salesperson-customer interactions
Ethical and legal issues are important to all aspects of business and marketing. They are vital in personal selling because _______.
samples
Even though it is an expensive sales promotion technique, the use of ________________ can be a powerful tool for getting customers to actually buy the product after they have tried it.
demographic
Family size and marital status are both examples of _______ segmentation.
prospecting
Fenton is a sales representative. In order to search for potential customers, he scans websites, attends trade shows, and networks with others in his industry or related industries. By doing so, Fenton is engaged in _______.
affordable
Firms typically determine their promotional budget using one of three methods: the objective-and-task method, the percentage-of-sales method, and the ________________ method
market
Generally speaking, sizing approaches used by sales organizations can be categorized as cost-based or _______________-based.
air
Genevieve owns a flower store that sells products across the United States. In order for the flowers to arrive fresh when they are being shipped out of state, Genevieve should rely on _______ transportation.
Unique
George's company produces a specialty line of dipping sauces that he knows will only sell in Japan based on the ingredients in the product. Which type of international segmentation base does this demonstrate?
Personal selling Public relations Advertising Sales promotion
Which of the following elements make up the promotion mix? (Check all that apply.)
market
Having _________________-related knowledge means the salesperson is able to "speak" the technical language of the customer's field.
Having a positive self-concept
Having the necessary mental and emotional discipline to stay focused and constructive during rough times relates to which foundation of sales success?
customer advocacy
Having to fix billing or customer service issues or communicate to product managers about problems customers are having with the company's products are all tasks involved in _______.
market size
Home Depot typically places its' stores in urban areas with a large population base. This would mean that Home Depot is geographically segmenting based on _______
internal
Ideas that come from a company's employees are considered a form of ____________________ idea generation
business analysis
Identifying at what price a product will likely be sold, as well as estimating costs and demand for a product, all take place in the ________________ ___________________ stage of the new-product development process.
qualifying
Identifying which potential customers within the firm's target market have not only a desire for the product, but also the authority to purchase it and the resources to pay for it is a process referred to as __________________________ .
Population
If a business was targeting its new stores based on the largest MSAs within six states, that business would be most concerned with which aspect of the location of its stores?
large volumes of product
If a company elects to use a push strategy, the logistics operations must be able to handle _______.
decline
If a company is using coupons or buy-one-get-one-free promotions to reduce the existing inventory of a product, that product is most likely in what stage of the product life cycle?
a geographically limited market
If a company wishes to test market a product, it would do so to ___________________.
Product development
If a firm is developing a new service, in which stage of the new-product development cycle would it establish protocols for training employees, identify the types of equipment needed, and determine the staffing required to provide the service?
personal selling
If a firm is looking to establish and develop a personal relationship with its customers, the single most effective approach it can use is ____________ ______________.
early majority
If the _______ fails to purchase a product, the good or service will likely fail to be profitable.
less
If the growth potential of a market segment is very limited, the attractiveness of that segment will be __________________ .
Lifestyle
If the women's clothing store, Ann Taylor, decided to promote a new clothing line that catered to female athletes, they would rely on which type of segmentation to divide their existing market into women who participate in sports and those who do not?
Preparation
Jonathan Looney has relied on his personal five Ps to achieve success in his career. What does Jonathan say he relies on to prevent poor performance in his job?
crisis management
In 2010, BP was responsible for a massive oil spill in the Gulf of Mexico. When the company realized it was facing a serious problem, it updated its website with details on the company's efforts to contain the leak. The company also donated money to help a food bank feed people whose incomes were depleted by the oil spill and it hired laid-off workers to help clean the beaches and animals contaminated with oil. BP's actions can be classified as _______.
return on investment
In a meeting to screen new product ideas, the head of the finance department rejected several of the ideas because it was determined that they would not generate the revenue needed to make the investment a profitable one. The finance department is determining if the product idea meets a _______ hurdle.
pull
In a push-pull supply chain strategy, completion of the product is based on a(n) system.
trial
In a(n) __________________ close, a sales rep asks questions throughout the sales presentation that tests the buyer's readiness to commit.
trial
In a(n) ____________________ close, a sales rep asks questions throughout the sales presentation that tests the buyer's readiness to commit.
online
In a(n) ____________________ test market, firms sell consumers sample products that are unavailable in stores through their websites, allowing the firm to keep costs down while still obtaining valuable information.
pretest
In order for marketers to evaluate an ad campaign, they set a baseline measure before the ad campaign begins. This is referred to as a(n) _______.
customers
In order to reduce the risk of new product failures, the company should let _______ guide idea generation and screening.
customers
In simplistic terms, a supply chain is a network of companies made up of suppliers and __________________ .
features
In the FAB approach, _____________________ are attributes or facts that are integral characteristics of the good or service being offered.
maturity
In the __________________ stage of the product life cycle, customer service and repairs begin to take on significance and can serve as a way for a firm to differentiate itself from its competitors
decline
In the __________________ stage of the product life cycle, marketers will often reduce promotion to a minimum, or eliminate it altogether.declin
prototype
In the product development stage, a firm may choose to create a _______, which is a mock-up of a good made with the materials the firm expects to use in the final product.
The affordable method
In which approach to budgeting do firms set their promotion budget based on what they believe they can afford?
When competitors all offer a similar good or service
In which of the following situations would competitive analysis be the most important?
It helps a company design specific marketing strategies for the characteristics of that segment. It helps define the needs and wants of consumers who are most interested in buying the product. It helps a firm decide how to allocate marketing resources to maximize profit.
In which of the following ways does market segmentation help marketers navigate the needs and wants of consumers? (Check all that apply.)
The follow-up
In which stage of the personal-selling process can a salesperson uncover new customer needs or wants, secure additional purchases, and obtain referrals and testimonials that can be used as sales tools?
Maturity
In which stage of the product life cycle is the firm focused on profitability and maintaining its market share for as long as possible?
$100,000
Individuals categorized as mass affluent have investable assets starting at _______.
coachable
Jonathan Looney tells graduates that in order to achieve success, they should seek advice from those with more experience. In other words, they should be _______.
Purchasing
Joshua's job involves buying the raw steel his company uses to make video components. Which of the following jobs does Joshua perform?
niche
Irene's Ice Cream has created a new product line targeting customers who are lactose intolerant. This demonstrates the idea of _______ marketing.
Purchasing manager
It is Natasha's job to select which wool suppliers her company will use to produce its blankets. She selects suppliers based on their available grade of wool and associated prices. Which job is Natasha performing?
allocation
James works at the distribution center for an online retailer. When an order comes in, it is his job to pick the goods needed to fill the order. His job focuses on product _______.
Targeting
Jason has just opened a new store that sells athletic shoes. He has decided that his three main market segments include seasoned runners, high school athletes, and families with young children. Jason now needs to determine which of these groups will provide him with maximum sales. What process is Jason going through?
family size
Jason owns a home remodeling business and notices that more people are adding on to their homes in order to accommodate an elderly parent. He decides to focus his marketing efforts on that segment of the population. Jason is targeting his market based on the demographic variable of _______.
trade-off
Jason was determined to get his company's shoes into the new footwear chain opening in ten states, so he offered the retailer a 22% discount on the first 500 pairs of shoes. He knew this might cost his company some extra money now, but felt sure it would pay off in the years to come. Jason's decision to offer the discount is an example of a _______.
supply chain
Jessica's company manufacturers a variety of coffee flavors that are sold to retail stores. Her company receives the coffee beans from a distributor in South America who purchased the beans from local farmers. The farmers, distributor, Jessica's company, and the retail stores all make up a _______.
Missionary salesperson
John gives copies of textbooks to professors and evaluating committees and tries to influence them to adopt the textbook, although he does not actually close a sale. What type of salesperson is John?
Place an advertisement in the business section of the local newspaper
John is an accountant in a small town near Chicago. Tax time is approaching and he wants to advertise his tax preparation services. Which of the following is the best advertising choice for John to reach his local community?
Demographics
John works for a wholesale company and his job involves determining potential retailers to stock its product based on the size of the retailer and the ownership structure of those retail establishments. Which B2B segmentation base is John using?
base
Kelly has discovered that most of the customers at her ice cream shop are young mothers with pre-school age children. These demographic characteristics are an example of a segmentation _______.
Level of competition
Kendra has targeted two distinct markets for her line of skin care cream. However, she knows that one of the markets already has four other companies promoting a similar product. Based on this information, she intends to promote her brand exclusively to the other target market. Kendra has made her decision based on which factor?
Production
Kerri is employed at a warehouse and her job involves assembling display booths for use at conventions. Which warehouse function is Kerri responsible for?
Push
Kevin works for Nissan Motor Company. His job is to forecast sales for the next twelve months, so the company can produce enough cars and have them shipped to retail locations so they are in place when a customer is ready to buy. This is an example of which supply chain strategy?
electronic data interchange
Kim's company supplies soccer equipment to several large chain stores. Kim's IT system is directly connected with the retailers' systems and, at the end of each business day, these chain stores provide her company with an inventory count that allows Kim to send replacement stock immediately to the store. This almost instantaneous transfer of information is done through _______.
place
Logistics activities affect all four Ps of the marketing mix, but its most obvious relationship is with the _______ element by delivering goods and services to the correct location and in a timely manner.
place
Logistics are imperative to a company when making decisions about where to have distribution facilities and what modes of transportation to use when shipping goods. Which of the four Ps of the marketing mix is logistics impacting in these instances?
segmentation
Market _____________ refers to the process of dividing a larger market into smaller groups based on meaningfully shared characteristics.
positioning
Market _________________ refers to the activities a company undertakes to create a certain perception of its product in the eyes of the target market.
consumer groups
Market segments refer to _______.
business; consumer
Marketers divide magazines into two categories: ________________ magazines and __________________ magazines
frequency
Marketers strive to use their advertising budgets in the smartest way possible by ensuring that the target market is exposed to a particular ad as many times as possible. By doing so, marketers are trying to increase the _______ of the advertisement.
Lifestyle interests Gender Age
Marketing analytics can provide what kind of data regarding target markets? (Check all that apply.)
warehouse
Materials management would typically take place in a _______.
supply chain management
Michelle is a sales associate for a large sporting goods store. Each time a cashier rings up a sale, the inventory levels for that item are reduced and the supplier receives a report when the inventory reaches less than 25%. This action coordinates the flow of inventory within this supply chain and is an example of _______________ __________________ ______________________ .
push-pull
Most computer manufacturers build the basic components of a system, have these components in storage, and then put final custom touches on the system when they receive a customer order. In this manner, they are able to take advantage of economies of scale while also customizing their product. This demonstrates the idea of a _______ strategy.
idea screening
Most ideas for new products get rejected in the ________________ _________________ stage.
public relations
Nonpersonal communication focused on promoting positive relations between a firm and its stakeholders is referred to as _______.
Differentiated targeting
Paul works for a homebuilder. His company promotes four different home models that appeal to buyers at different price points. Which targeting strategy is Paul's company using?
Gender Age
Of the following demographic characteristics, what are the two most commonly used by marketers simply because they are often the easiest to identify?
Outdoor advertising
Of the following forms of advertising, which is generally considered to be the most cost-efficient form?
Psychographic
Of the following forms of segmentation, which is typically the most expensive and can be more difficult for a company to do?
Annual reports Blogs Brochures Speeches
Of the following, which are public relations tools? (Check all that apply.)
narrowcasting
Often used in television advertising, ________________ is described as the dissemination of information to a fairly small, select audience that is defined by its shared values, preferences, or demographic attributes.
the advantage it has over the competition
Once a company has completed a competitive analysis, it should define _______.
product development
Once a firm feels confident that a proposed new product will generate a profit for the company, it moves on to the _______________ ___________________________ stage of the new-product development process.
introduction
Once a firm launches a product into the marketplace and innovators begin to buy it, it has entered the stage of the product life cycle.
magazines
One advantage of advertisements printed in ________________ is that they have a longer shelf life than daily newspaper advertisements.
magazine
One advantage of advertisements printed in __________________ is that they have a longer shelf life than daily newspaper advertisements.
audio-only
Overall, the biggest disadvantage of radio advertising is that radio ads are _______.
search;display
Paid Internet advertising can be broken down into paid __________________ advertising and paid _________________ advertising.
informative
Pam has just started a business where she sells handmade jewelry. To let people know about her business, she mailed a flyer to the residents of her subdivision announcing her product line and holiday sale. The flyer contained the date and time of the sale, as well as a description of the items being sold. The flyer is a form of _______ advertising.
convenience
Paul's family drove from Montana to Pennsylvania to visit his grandmother. Along the way, he noticed that a Jiffy Mart was located at almost every major exit. From his observation, Paul could say that Jiffy Mart is most likely geographically segmented based on _______.
the good or service is highly technical or complex the good or service is new-to-the-world the good or service is customizable
Personal selling is more effective when _______. (Check all that apply.)
the good or service is new-to-the-world the good or service is highly technical or complex the good or service is customizable
Personal selling is more effective when _______. (Check all that apply.)
viewed as risky
Personal selling is more effective when the good or service is _______.
persuasive
Posters that depict Uncle Sam pointing a finger at the reader with the wording "I want You for the U.S. Army" is a type of _______ advertisement.
product line extensions
Products that extend and supplement a company's established product line are called _______.
demographics
Psychographic segmentation combines personality traits, the science of psychology and .
Product-mix consistency
Relates to how closely related product lines are to one another
high
Rebates work most effectively when offered in conjunction with a(n) _______________ involvement purchase in which the perceived value of the rebate is magnified.(Low/High)
movement
Receiving items into inventory and picking items up when they need to be shipped are examples of the _______________ function of a warehouse.
both genders
Recently, marketers have expanded beyond traditional gender marketing segmentation to try to appeal to _______.
maturity and decline
Reminder advertising is most common in the _______ stages of the product life cycle.
product
Repositioning typically involves changing _______ or promotion.
fixed sum of money providing a stable income
Salary is paid as a(an) _______.
techniques
Sales abilities and an understanding of selling _______________ are part of sales-related knowledge.
Recruiting Motivating Compensating Evaluating
Sales management involves which of the following areas? (Check all that apply.)
trade
Sales promotions directed to B2B firms including wholesalers and retailers are called __________________ sales promotions.
geography
Sales territories are typically defined on the basis of __________________.
repositioning
Sara's Flooring company is in competition with Tim's floors. Rather than reposition her floors, she has developed a campaign describing that Tim's company uses wood from underdeveloped countries that use child labor. This is an example of ____________________ the competition
Modernity Homiphily Cosmopolitanism
Select from the following the factors that specifically affect the adoption of a product at the international level. (Check all that apply.)
Make a commitment to the new-product development process Anticipate changes in the marketplace Carefully listen to the customer for new product ideas
Select from the following the ways in which a company can reduce the risk of new product failures. (Check all that apply.)
A deep knowledge of the customer's business issues A desire to be a trusted advisor to customers Concentrated in traditional industrial settings
Select from the following those items that are characteristic of consultative sellers.(Check all that apply.)
Estimating costs Identifying at what price the product will likely be sold Estimating demand for the product
Select from the following those items that are included in a business analysis. (Check all that apply.)
Unafraid to take risks Higher than average income Younger and more mobile
Select from the list the characteristics that are associated with innovators. (Check all that apply.)
Older and less educated Loyal to products Not easily motivated by promotions
Select from the list the characteristics that are associated with laggards. (Check all that apply.)
The use of online, mobile, and social media to engage customers, build strong customer relationships, and increase sales
What is social selling?
localize
Serena's company sells shoes and boots to many international markets. In certain countries, the company is faced with charging higher prices for its products because the country places a higher tariff on imports. Based on this, Serena's company would want to _______ the marketing mix within this segment.
competition
Several years ago, Apple created a television advertising campaign that focused on "I'm a Mac, I'm a PC." These advertisements demonstrate how marketers sometime choose to reposition the ______________.
Without it, customer service will suffer.
Which of the following does the text list as the primary reason firms rely on inventory management?
online resources mobile applications social media
Social selling involves the use of _______ to engage customers, build relationships, and increase sales. (Check all that apply.)
cyberspace
Software, documents, music and pictures are all examples of products that can be delivered via the Internet and fall under the mode of transportation known as __________________ .
hunters; farmers
Specialization by selling activity is broken down into two categories: _______________ typically focus on acquiring accounts that are new to the selling firm, and _________________ cultivate existing accounts.
short
Technology-driven products tend to have a(n) ___________________________ PLC because of rapid changes in computing power and features which impacts how these products are marketed.
Premium
Ted's Taco Bar is opening a new location on campus. The first 100 customers to visit the new location will receive a free taco with their order. This is an example of which sales promotion tool?
Early adopter
Tessa likes to purchase products soon after they hit the marketplace, but before she does, she waits for product reviews on the item before she buys it. Tessa is what type of product adopter?
the buyer doing most of the talking in response to questions asked by the sales rep
The SPIN selling framework was developed based on research that discovered that successful sales calls were the result of _______.
product launch
The _______ stage of the new-product development process is usually the most expensive stage for new products.
customer
The ______________ is the main focus of both Bobby Lorimer and Textbook Brokers.
storage
The _______________ function associated with a warehouse involves holding inventories until they are needed.
production
The _______________ function found in some warehouses involves activities such as light assembly of products or customizing products based on orders.
decline
The ________________ stage of the product life cycle is characterized by decreases in sales and profits.
sales presentation
The _________________ _________________ provides a way for a salesperson to convey the product's main features to the prospect.
pipeline
The _________________ transportation mode would be used when moving oil from one location to another.
qualifying
The activity of ______________________ prospects involves identifying potential customers within the firm's target market who are interested in the product.
feedback
The final step in the positioning process is to evaluate customer .______________________-
the follow-up
The final step of the personal-selling process is _______.
estimate the length of the product life cycle
The first step in tailoring the marketing mix for a new product is to _______.
sales promotion
The goal of ________________ __________________ is to stimulate quicker and more frequent purchases of a product.
segments
The groups of consumers that a marketer ends up with from the segmentation process are known as market _______.
marketing
The guiding factors used by sales management to determine the need for generalists or specialists are market considerations and the firm's overall __________________ strategy.
sales
The highest level of risk in new-product development occurs when products prove to be dangerous and defective or when products fail to generate __________________.
Observability
The iPad is a highly-visible product. One can see consumers using the iPad in classrooms, airports, coffee shops, and many other public places. What product characteristic does this relate to?
materials
The inbound movement and storage of materials in preparation for them to enter and flow through the manufacturing process is called _______________ management.
materials
The inbound movement and storage of materials in preparation for them to enter and flow through the manufacturing process is called management.
water
The increased use of offshoring has led to an increase in transportation______________________ .
Low or negative profits Few or no competitors Slow sales
The introduction stage of the product life cycle is typically characterized by which of the following? (Check all that apply.)
Product
The logistics manager informed Kent that the new toy package design was too flimsy and might result in damage to the toy and, therefore, needed to be redone. Which aspect of the four Ps does this decision affect?
find qualified prospects
The main goal of Step 1 of the personal-selling process is to ______.
closed-loop supply chain
The main idea behind the use of a(n) _______ is that fewer products or components will end up in a land fill.
expensive
The main reason firms do not use air transportation is that it is __________________ .
print media is declining as a primary information source
The major disadvantage of advertising in all types of print media is that _______.
Contest
The maker of Lays potato chips wanted its customers to choose the next new flavor of its chips. Contestants would submit their ideas along with an idea for an advertising jingle and the winner would receive a cash prize and have their chip idea placed into production. This is an example of which sales promotion technique?
aided recall test
The makers of Aquafina ask a group of consumers the following question: "Which of the following brands of bottled water do you recognize - Aquafina, Dasani, Ice Mountain, or Perrier?" This is an example of a(n) _______.
trialability
The makers of Gillette razors sent a sample of its Fusion razor to male customers around the country. Within a month, national sales of the product increased dramatically, an example of this product's _______.
introduction
The marketing mix in the _______ stage of a product's life cycle is characterized by a small number of product models that are sold at a high price and are distributed in limited areas.
test marketing
The marketing strategy for a new product is tested during the __________________ stage of the new-product development process.
talk as much as possible, to simulate interest
The more a salesperson knows about the customer's needs, the better he or she can respond. To do this, the salesperson must ______.
new
The most common ethical issue in new-product development involves the Federal Trade Commission's definition of the term ________________.
VALS
The most commonly used psychographic segmentation tool is called the framework.
Louisiana
The most recent U.S. census shows that _______________ was the only southern state that lost seats in the House of Representatives as the result of a population shift.
lifetime value
The net present value of a customer's business over the span of their relationship with an organization is referred to as _______.
lifestyle
Trevor is dividing his target market into groups based on the athletic interests they like to pursue and how often they buy new athletic shoes. Trevor is in the process of dividing the market based on the psychographic segmentation known as _____________________ segmentation
Evaluating feedback
Trisha is in the process of reviewing a survey of her company's customer base which shows how many have purchased products in the last six months and their reasons for purchasing them. Which step of the positioning process is Trisha demonstrating?
true
True or false: A company can be a member of a number of competing supply chains.
False
True or false: According to your text, it is perfectly acceptable from an ethical standpoint for a firm to wait to develop important new products until an existing product has become obsolete or its patent has expired.
true
True or false: Because the cost of obtaining new customers is so much higher that retaining existing customers, many B2B organizations employ key-account sellers to grow and protect their most important customers.
True
True or false: Cost-effective transportation helps firms to create place and time utilities that are essential to keeping customers satisfied.
False
True or false: Once a promotion mix has been selected, a company should not change it.
False
True or false: Once a salesperson has found a closing strategy that works, he or she should stick with it and use it all the time, regardless of the customer or specific situation.
False
True or false: Public relations is not as important today as it was years ago.
true
True or false: Recently, the cost of labor in and transportation from international sources has begun to rise and, as a result, some companies now source goods and services domestically again.
false
True or false: Sales positions do not experience high levels of turnover.
False
True or false: Salespeople tend to be closely supervised on a day-to-day basis.
False
True or false: Test marketing is a crucial step in the new-product development process, because engaging in this step guarantees that a firm will end up with a successful product.
True
True or false: The category of American households known as mass affluents is one of the fastest growing segments in the United States.
false
True or false: The choice of transportation does not impact a company's sustainability profile.
False
True or false: The digital transformation of advanced economies has erased the need for salespeople.
false
True or false: The digital transformation of advanced economies has erased the need for salespeople.
True
True or false: The more intense the competition within a segment, the less attractive it is to marketers.
False
True or false: The use of recognition tests always leads to consumers buying a product.
false
True or false: When products change frequently due to changes in technology, it is referred to as planned obsolescence.
True
True or false: While there are many positive aspects to the use of social media in public relations, it can also have negative effects for a firm.
False
True or false: You can create a successful marketing strategy no matter how defined your target market is.
large
Typically, a segment will be more attractive if its growth potential is ________________ .
loyalty
Walgreens offers its customers the opportunity to sign up for its Balance Rewards card, which allows them to earn points on purchases. After a certain number of points are earned, the customer receives a cash reward that can be used on future purchases. This is an example of a(n) _______ program.
Competition brought about by globalization The increased use of web-based technologies The complexity of the selling environment
What does your text cite as reasons the selling environment has changed over the years? (Check all that apply.)
The changing selling environment
What has led to a fundamental rethinking of the strategic nature of the salesperson's role?
Natural disaster
What initially caused the population of Louisiana to shift so dramatically that the state lost seats in the House of Representatives following the 2010 census?
The combination of all the products a company sells
What is a product mix?
intermodal
When Jason orders product from China for use in his store, he knows it will take awhile for it to arrive since it must first travel by cargo ship and then be carried by truck to his store once it reaches the United States. Jason's product is being delivered via _______ transportation. Multiple choice question.
narrowcasting
When KitchenAid advertises its stand mixers on the Food Network, it is an example of ________________.
Strategic fit
When a company decides that a target market falls within the parameters established in the mission statement, it has established which factor of the targeting process?
pull
When a company is introducing a new product and realizes how unstable the demand for the product might be, it would benefit from using a _______ strategy due to its flexibility.
differentiated
When a company needs to make modifications to a product in order to satisfy the cultural demands of international customers, it is in the process of _______ targeting.
repositioning
When a company realizes it needs to reestablish its product line because the marketplace has changed, it must start the process of .
pull
When a company uses a responsive or a(n) _____________________ supply chain strategy, it has the best opportunity to reduce inventory carrying costs.
pull
When a company uses a responsive or a(n) supply chain strategy, it has the best opportunity to reduce inventory carrying costs.
trade off
When a decision made in one area of a supply chain has either a positive or negative affect on other areas, it is referred to as a(n) ______________-__________________.
trade-off
When a decision made in one area of a supply chain has either a positive or negative affect on other areas, it is referred to as a(n) ______________________-____________________ .
pull/responsive
When customer orders drive manufacturing and distribution operations, it is an example of a(n) ________________ strategy.
analyze the competitors' positions
When deciding how to position a product, the first step a marketer would take is to _______.
product or service
When determining which supply chain strategy to use, a company should always take into consideration the _______.
It is low in cost.
When done correctly, what is the major advantage of publicity as a promotion mix tool?
the definition of the term "new"
When it comes to ethical issues involving new-product development, the Federal Trade Commission most commonly engages in legal matters with firms over _______.
Put-away
When items come into the company warehouse, it is Nora's job to move the items to a temporary storage location and update the inventory records to indicate more product is available. This is an example of which process?
divide the market into groups based on the reason for the purchase
When relying on psychographic segmentation the first thing a marketer would do is _______________.
demographic
When segmenting a B2B market, a company would be using a(n) ___________________ segmentation base when it wants to learn the size of an organization and the ownership structure within a company.
Lifestyles Demographics Income levels
When selecting a test market, which of the following characteristics of a target market should the firm be trying to mirror? (Check all that apply.)
product placement
When the detectives in a television crime show stop each morning at a Dunkin' Donuts to get coffee, it is an example of _______.
regional
When the needs and wants of consumers only spreads across several countries, it is an example of __________________ segmentation
Late majority
Which category of product adopters relies on others for information and buys a product because their friends have already done so?
Innovators Experiencers Thinkers Achievers Believers
Which five of the following groups are included in the VALS network? (Check all that apply.)
Objective-and-task
Which method takes a bottom-up approach to promotional budgeting?
The affordable method
Which method to setting a promotion budget is particularly common in small businesses or when a firm does not view promotional strategies as an investment?
Setting the first appointment with the customer establishing a rapport with the potential customer Learning about the customer's needs and wants
Which of he following takes place in the Approach stage of the personal-selling process? (Check all that apply.)
Accessing psychographic information is difficult. It is a very expensive process.
Which of the following accurately characterizes international market segmentation? (Check all that apply.)
It is a very expensive process. Accessing psychographic information is difficult.
Which of the following accurately characterizes international market segmentation? (Check all that apply.)
A compelling picture of how a company wants the market to view the product A succinct description of the core target market
Which of the following accurately describe a positioning statement? (Check all that apply.)
Hiring and training employees Purchasing the materials to make and package the good Preparing internal systems for taking service orders
Which of the following activities would take place during the product launch stage of the new-product development process? (check all that apply.)
Inventory storage
Which of the following activities would take place in a warehouse?
Ability to target specific markets Ability to combine various senses to appeal to consumers Ability to demonstrate a product in use
Which of the following are advantages to television advertising? (Check all that apply.)
Financially rewarding Variety of sales positions available Work-family life balance
Which of the following are attractive characteristics of a career in sales? (Check all that apply.)
Work-family life balance Variety of sales positions available Financially rewarding
Which of the following are attractive characteristics of a career in sales? (Check all that apply.)
A company builds a good and then waits for a customer to buy it Goods that a company makes are stored and therefore available when a customer wants them A company builds goods based on a sales forecast
Which of the following are characteristics found in a push strategy? (Check all that apply.)
Test prototypes of the product before production begins Regularly test samples of the finished products for possible defects Quickly notify the public and recall the product if it could possibly injure a person
Which of the following are companies obligated to do in order to ensure its products are safe? (Check all that apply.)
Warehouse space Taxes Insurance
Which of the following are considered inventory carrying costs? (Check all that apply.)
Providing consistent messaging The high cost involved
Which of the following are considered the major challenges of personal selling? (Check all that apply.)
Turnaround time between ad creation and placement Long lead time necessary to place ads Lack of control marketers have in ad placement
Which of the following are disadvantages of magazine advertising? (Check all that apply.)
Wasted coverage Limited number of words or images Short exposure time
Which of the following are disadvantages of outdoor advertising? (Check all that apply.)
High cost of creating television ads The use of DVRs by potential viewers High cost of airing advertisements
Which of the following are disadvantages of television advertising? (Check all that apply.)
Advertising Personal selling Sales promotion Public relation
Which of the following are elements of the promotion mix? (Check all that apply.)
Strategic fit Level of competition Growth potential
Which of the following are important considerations a company should take into account during the targeting process? (Check all that apply.)
Demographic Psychographic Behavioral Geographic
Which of the following are included among the four broad bases of market segmentation? (Check all that apply.)
Establish sales objectives Work directly with assigned sales reps Recruit and train employees
Which of the following are primary roles of a sales manager? (Check all that apply.)
It can be time-consuming. It can lead to competitor imitation. It is an expensive process.
Which of the following are risks associated with test marketing? (Check all that apply.)
It can be time-consuming. It is an expensive process. It can lead to competitor imitation.
Which of the following are risks associated with test marketing? (Check all that apply.)
Finished goods Component parts Raw materials Services
Which of the following are sourced or procured during the purchasing process? (Check all that apply.)
business analysis test marketing idea generation
Which of the following are stages in the new-product development process? (Check all that apply.)
Growth New-product development Introduction Maturity Decline
Which of the following are stages in the product life cycle? (Check all that apply.)
The approach Gaining commitment Prospecting and qualifying
Which of the following are steps in the personal-selling process? (Check all that apply.)
Storage Movement Production
Which of the following are the three basic functions of a warehouse?
To remind To inform To persuade
Which of the following are the three primary objectives marketers hope to achieve when utilizing an advertising campaign? (Check all that apply.)
Push Hybrid Pull
Which of the following are the three supply chain strategies detailed in the text? (Check all that apply.)
It allows for effective market segmentation. It is cost-effective.
Which of the following are the two major advantages of radio advertising? (Check all that apply.)
Efficient use of resources Reduced costs Better customer service Increased ability to respond to changes
Which of the following benefits typically result from supply chain integration? (Check all that apply.)
Abercrombie and Fitch's campaign to sell sexualized clothing to the tween market
Which of the following best represents current ethical concerns in targeting certain market segments?
Purchasing patterns Supplier requirements Technological orientation
Which of the following can a B2B marketer learn through behavioral segmentation? (Check all that apply.)
B2B segmentation uses some of the same bases, but they apply differently.
Which of the following describes how B2B segmentation bases compare to segmentation bases targeted to consumers?
To improve the entire chain's performance
Which of the following describes the ultimate objective of supply chain management?
Technical specialists
______ are sales representatives who work in complex settings, usually offering demonstrations.
Selling-related knowledge
______ covers sales abilities and understanding of selling techniques.
Sales engineers
______ work in high tech sectors, like aerospace, and typically have educational backgrounds in field such as engineering or computer science.
Paid search
_______ advertising typically involves offering consumers advertising links to brand content based on what they're searching for.
Sales managers
_______ have oversight of selling efforts at varying levels of the organizational hierarchy.
Picking
_______ involves taking items from storage and moving them to manufacturing for use in production.
Advertising
_______ is a nonpersonal promotional communication about goods, services, or ideas that is paid for by the organization identified in the communication.
Direct marketing
_______ is defined as advertising that communicates directly with consumers and organizations in an effort to provoke a response.
Customer-oriented selling
_______ is the adoption of the marketing concept at the level of the individual salesperson and customer.
Personal selling
_______ is the two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customer's purchase decision.
Sales
_______ management involves the planning, direction, and control of personal selling activities.
High-learning products
_______ products are those that take longer for consumers to see the benefits of or that do not have a good infrastructure in place to support them.
customer relationship
_______________ __________________ management is a strategy and set of processes used for better managing a company's interaction with its customers and potential customers.
Adaptive
_______________ selling refers to the altering of sales behavior during a customer interaction.
Personal selling
________________ _________________ differs from the other tools of the promotion mix because communication with the customer in this approach is two-way, often face-to-face.
Coupons
________________ are the most common type of sales promotion.
Enterprise Resource Planning (ERP)
__________________ _____________________ _____________________ systems are data management systems that integrate information across all the departments of an organization.
outdoor
__________________ ads can be located where they will most likely be seen, are one of the most cost-efficient ways to reach potential customers, and are generally cheaper than other types of advertising.
Informative
__________________ advertising attempts to develop initial demand for a product.
niche
__________________ marketing involves targeting a large share of a small market segment
Reminder
___________________ advertising seeks to keep the product before the public in an effort to reinforce previous promotional activity.
inventory carrying
____________________ ____________________ costs are those associated with making or buying a product, including the risk of obsolescence, taxes, insurance, and warehousing the product.
Persuasive
____________________ advertising attempts to increase demand for an existing product and is common in the growth stage of the product life cycle.
Targeting
____________________ refers to the marketing process of evaluating each market segment and determining which one presents the most attractive opportunity to maximize sales.
intermodal
____________________ transportation occurs when a company uses several types of transportation for the same shipment.
substantial
a segment must be large enough for a firm to make a profit a segment must be large enough for a firm to make a profit
accessible
marketers must be able to reach and serve the segment
actionable
marketers should be able to develop strategies that can attract certain market segments to their firms' goods and services
differentiable
the defined segments must respond differently to marketing strategies
measurable
the size and purchasing power of the segment should be clearly identified
