Marketing Exam 3
Which of the following statements is correct regarding sellers and their use of direct and digital marketing?
Sellers have opportunities to engage in real-time marketing.
Which of the following best describes the advertising media first used with Kmart's "Big Gas Savings" and "Shipped My Pants" commercials?
Social Media
Which of the following does NOT represent one of the major trends and developments in retailing?
Social e-tailing
Which of the following is used to engage customers anywhere, anytime during the buying and relationship-building processes?
mobile marketing
__________________ is an example of horizontal channel conflict.
A Subaru dealer complaining that another Subaru dealer is advertising in its territory
What potential risk do marketers incur by using richer but more fragmented media and promotional mixes?
A communications hodgepodge for consumers
The four elements of a compensation plan for salespeople are __________.
A fixed amount, a variable amount, expenses, and fringe benefits
Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this represent?
Administered VMS
At which step in the personal selling process does a salesperson meet the customer for the first time?
Approach
Which of the following statements about blogs is correct?
Blogs can be difficult for the company to control.
Which of the following are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople?
Business promotions
Which of the following represents the four major classifications of retail organizations?
Corporate chains, voluntary chains, retailer cooperatives, and franchise organizations
A form of television marketing which persuasively describes a product and give customers a toll-free number or an online site for ordering is known as _________________.
DRTV marketing
The goal of integrated marketing communications is to
Deliver clear, consistent, and compelling messages about the organization and its brands.
What is the overall goal when retailers choose their product assortment?
Differentiate the retailer while matching target shoppers' expectations
Catalogs, online and social media, and mobile marketing are some of the specific promotional tools used in
Direct and digital marketing
uses tools that engage directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
Direct and digital marketing
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
Direct and digital marketing`
_ involves sending an offer, announcement, reminder, or other item to a person at a particular address.
Direct-mail marketing
Which of the following are common trade promotion tools?
Discounts, free goods, allowances, and free advertising specialty items
___________ is perhaps the biggest advantage of social media.
Engagement and social sharing capabilities
Companies such as Breitling watches and Pandora charm bracelets use which of the following types of distribution strategy?
Exclusive
________ is a retailing technique of carefully orchestrating the store's layout and displays, background music, colors, and smells.
Experiential retailing
What is the final step in the seven-step personal selling process?
Follow-up
____ is perhaps the toughest public policy issue now confronting the direct marketing industry.
Invasion of privacy
Producers of a strong brand sometimes sell it to dealers only if the dealers will take some or all of the rest of its line. This is known as full-line forcing. Which of the following statements is true regarding full-line forcing?
It may or may not be legal.
The Great Recession of 2008-2009 had a profound effect on the economy and consumers. Of the following, which represents one of the major consumer trends resulting from the Great Recession?
It turned free-spending consumers into value-seeking ones.
Which of the following types of wholesalers are Independently owned businesses that take title to all merchandise handled?
Merchant wholesalers
Which of the following best describes Kmart's execution style in its advertisements
Mood
permission-based email marketing
Most legitimate marketers now practice _____, sending email pitches only to customers who "opt in."
Which of the following is correct regarding the forms of direct and digital marketing?
New digital and the more traditional forms of direct marketing must be blended and integrated
Which of the following represent the newer tools of digital direct marketing?
Online marketing, social media marketing, and mobile marketing
Which of the following represents a new trend in logistics to save costs, increase efficiencies, and gain faster and more effective access to global markets?
Outsourcing logistics functions
Which of the following statements is TRUE about public relations and a company's overall integrated marketing communications efforts?
PR should be blended smoothly with promotion activities
_________________ software systems enable companies to coordinate their whole-channel marketing efforts.
Partner relationship management
It's time for the Super Bowl, and the end-of-the-aisle displays at the supermarket feature chips, dips, and soft drinks. What type of sales promotion tool is this?
Point-of-purchase
Which of the following makes up the retail marketing mix?
Product and services assortment, price, promotion, and location
Which of the following retail trends is making differentiation more difficult?
Retail convergence
Which of the following statements about wholesaling is true?
Wholesalers must make decisions regarding their marketing mix.
What event or circumstance has made mobile marketing a must for most brands?
Widespread adoption of mobile devices
In place of traditional media, marketers are using __________________________ to engage smaller customer segments with more personalized, interactive content.
a broad selection of more specialized and highly targeted media
Progressive wholesalers recognize that their only reason for existing is to ____________________.
add value
Kmart did not create the "Ship My Pants" and "Big Gas Savings" commercials. Instead, they hired a(n) __________ named Draftfcb.
advertising agency
online advertising
appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms
The primary purpose of _________ websites is to do more than just sell products or move them closer to a direct purchase.
brand community
Best Buy, Home Depot, Petco, and Bed Bath & Beyond, which are actually giant specialty stores characterized by immense size and deep assortments of merchandise, are sometimes called _______________.
category killers
Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that
consumers don't distinguish between content sources the way marketers do.
Sherwin-Williams sells its paint and other branded products exclusively through company-owned retail stores. Sherwin-Williams has established a(n) _________.
corporate VMS
What are the two major elements in developing advertising strategy?
creating advertising messages and selecting advertising media
After segmenting and defining their target markets, retailers must then ____________________.
decide how they will differentiate and position themselves
The first decision a manager must make in sales force management is _______________.
designing sales force strategy and structure
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function?
development
Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as _______.
e-tailers
The benefits of direct and digital marketing for buyers are that they are _________.
easy, convenient, and private
Advertising decisions involve multiple steps culminating in the measurement of the sales effects of advertising or brand content. Which of the following considers return on investment?
evaluation
After the presentation and demonstration step in the sales process, a salesperson should next be prepared to _______.
handle objections
internet fraud
includes identity theft and financial scams
The goal of a push strategy is to
induce channel members to carry and promote the product
Social media are ideal for participating in customer conversations and listening to customer feedback because they are _____________.
interactive
Personal selling can be more effective than advertising in complex selling situations because it is ______________________________.
interpersonal
Marketing logistics addresses not only outbound logistics but also inbound logistics and reverse logistics, which means it ________________________.
involves the entire supply chain management
phishing
is a type of identity theft that uses deceptive emails and fraudulent online sites to fool users into divulging their personal data.
a blog
is connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis
direct marketing
is connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis
online marketing
is efforts to market products and services and build customer relationships over the Internet
social media
is independent and commercial online communities where people congregate, socialize, and exchange views and information
Websites, online advertising, email, online video, and blogs are all forms of ______.
online marketing
___ means sending email pitches only to customers who "opt in."
permission-based email marketing
advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now.
persuasive
Consumers may receive an e-mail, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called ______.
phishing
One of the primary advantages of marketing logistics is ________.
potentially high cost savings and improved customer satisfaction
Most companies today want their salespeople to _______, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company.
practice value selling
One consumer promotion tool is _______, which are goods offered either free or at low cost as an incentive to buy a product.
premiums
Which advertising objective is best suited to maintaining customer relationships and for more mature products?
reminder
Justin, Inc., a U.S.-based watch manufacturer, sells its products in China, Russia, France, and India. To manage sales, Justin appoints a number of sales representatives to each location. Justin has adopted a ________ sales force structure.
territorial
The massive shift in how and where people buy calls for __________________________.
massive shifts in how store retailers operate
direct(s) its marketing activities (primarily advertising, consumer promotion, and direct and digital media) toward final consumers to induce them to buy the product.
A pull strategy
In which of the following does a producer direct marketing activities (primarily personal selling and trade promotion) toward channel members?
A push strategy
Channels often involve long-term commitments, and companies have many alternatives. What type of criteria should be used if the company wants to keep the channel flexible so that it can respond to environmental changes?
Adaptability criteria
_________________ is the first step in marketing channel design.
Analyzing consumer needs
Which of the following describes layers of intermediaries performing some of the work to bring the product and its ownership closer to the final buyer?
Channel levels
mobile marketing
messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices
In which of the following is vertical conflict, conflict between different levels of the same channel, common?
Franchise organizations
___________________ are the objectives of trade promotions.
Getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space
direct and digital marketing
HSN engages directly with carefully targeted individual customers and customer communities. To achieve this, HSN uses _______.
branded community
HSN shoppers have the opportunity to go to the company's website, interact with each other, and engage with online games to win badges and points that they can trade in for merchandise. All the while, the HSN channel is streamed online to their computers. This is an example of a(n) ________ website
e-commerce
HSN was originally a pioneer in the field of __________ television marketing, offering products and product- related programming on cable and satellite television
Which of the following recognizes that improved logistics mandates teamwork across the company and the entire supply chain?
Integrated supply chain management
Which of the following is a form of traditional direct marketing?
Kiosk marketing
A discount store (for example, Target, Kohl's, or Walmart) sells standard merchandise at lower prices. To do this, discount stores accept which of the following two conditions?
Lower margins and higher sales volume
The Kmart commercials depicted in the video utilized both advertising and entertainment. This is known as which of the following?
Madison & Vine
Many vital and key functions are performed by marketing channels. Of the following, which is NOT one of those key functions?
Manufacturing and assembly
Which of the following accurately describes a company's efforts to engage customers, persuasively communicate customer value, and build customer relationships?
Marketing Mix
Which of the following is a reason that producers use marketing channels and channel intermediaries?
Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.
Which of the statements is TRUE regarding media and message decisions?
Media and message decisions should be closely coordinated
Which of the following uses promotional tools such as presentations, trade shows, and incentive programs to engage customers, make sales, and build customer relationships?
Personal selling
Retailers must decide on which three major product variables?
Product assortment, services mix, and store atmosphere
Press releases, sponsorships, events, and web pages are promotional tools used in
Public Relations
Although Kmart received praise for creating one of the funniest commercials of its time, the company was also criticized for it, causing marketers to combat the negativity through press releases. Which of the following marketing mix elements is mostly aligned with the marketers' decision to issue press releases?
Public relations
Which consumer promotion tool is like coupons, except that the price reduction occurs after the purchase rather than at the retail outlet
Rebates
Which of the following statements about retailer marketing decisions is correct?
Retailers identify three critical factors for retail success: location, location, and location.
What does the phrase "omni-channel buying calls for omni-channel retailing" imply for retailers?
Retailers should integrate all available shopping channels and devices into a seamless customer shopping experience
Which of the following describes the activities that play an important role in connecting brands to consumers in the final phases of the buying process?
Retailing
Which of the following statements about personal selling is correct?
Salespeople are often the only direct contact with a customer.
Which of the following is described as "always on" and is a large component of the digital advertising mix?
Search advertising
Successful retailers of the future must adopt which type of buying experience that is both seamless and integrates multiple types of media?
Social shopping retailing
___________ entails managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers.
Supply chain management
What characteristics are possessed by the best salespeople?
The best salespeople are the ones who work closely with customers for mutual gain.
Which of the following statements about sales promotions is correct?
The heavy use of sales promotions has resulted in promotion clutter.
Which of the following indicates the length of a channel?
The number of intermediary levels in the channel
Macy's, Kohl's, and JCPenney practice a retailing pricing strategy called "high-low pricing." Which of the following correctly describes high-low pricing?
The retailer charges higher prices on an everyday basis, coupled with frequent sales and other price promotions.
Which of the following is TRUE regarding omni-channel buyers?
They shift easily across online and in-store channels.
catalog marketing
Traditional direct marketing tools includes
face-to-face selling
Traditional direct marketing tools includes
kiosk marketing
Traditional direct marketing tools includes
After recruiting and selecting salespeople, what is the next major step in sales force management?
Training salespeople
Of the following, which most closely describes the method by which companies engage and create benefits for their customers?
Value delivery network
The goal of logistics is to provide a targeted level of service at the least or lowest possible cost. To achieve this goal, which of the following are logistical functional areas?
Warehousing, inventory management, transportation, and logistics information management
direct-response television marketing
is marketing via television, including infomercials and interactive television advertising
email marketing
is sending highly targeted, highly personalized, relationship-building marketing messages via email
telemarketing
is using the telephone to sell directly to customers
Many consumers today rent DVDs from a vending machine called Redbox, which can be found in retail stores and other locations. Redbox is type of ________ marketing.
kiosk
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website.
marketing
GE Healthcare employs different sales forces for diagnostic imaging, life sciences, and integrated IT products and services. GE Healthcare has adopted a ______ sales force structure.
product
___________________is used to build and maintain national or local community relationships and is one of the functions of public relations.
public affairs
By performing the channel function of ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost.
selling and promoting
Hotels and motels, banks, airlines, restaurants, colleges, hospitals, movie theaters, tennis clubs, bowling alleys, repair services, hair salons, and dry cleaners are all examples of ________.
service retailers
Focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale is known as ______________________.
shopper marketing
One challenge of social media marketing is _____________________
social networks are largely user-controlled
The fastest-growing sales trend today is ______________.
social selling
More than a territory, compensation, and training, new salespeople need ________________.
supervision and motivation
When setting marketing channel objectives, companies should state the objective in terms of ____.
targeted levels of customer service
During the presentation step in the personal selling process, the salesperson ______________.
tells the buyer a "value story"
Which of the following statements about public relations is correct?
the lines between advertising and public relations are becoming more blurred.
When the company has defined its channel objectives, it should next identify its major channel alternatives in terms of the types of intermediaries, the number of intermediaries, and __________________.
the responsibilities of channel members
Which of the following accurately represents the three characteristics of advertising appeals?
to be meaningful, to be believable, and to be destinctive
What is the goal of advertising?
to help move consumers through the buying process
The seven-step selling process takes a __________ approach to selling. In other words, its aim is to help salespeople close a specific sale with a customer.
transaction-oriented
spam
unwanted e-mail (usually of a commercial nature sent out in bulk)
A(n) _____ consists of producers, wholesalers, and retailers acting as a unified system.
vertical marketing system
The digital version of word-of-mouth marketing that involves creating videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called _______.
viral marketing
To set its sales force size, a company can first group accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the ______ approach.
workload
As companies become more market-centered, a customer-focused sales force __________________.
works to produce both customer satisfaction and company profit
Companies today see channel members as ______________ and practice strong partner relationship management.
first-line partners