marketing final

Product placement is a form of advertising where:

a company pays a fee to have its products displayed prominently in a film or TV show.

When a major pharmaceutical scandal shook people's belief in the Federal Drug Administration, the public relations department devised an IMC strategy to positively influence public perception. An evaluation of the effectiveness of the IMC strategy reported a positive change in the public perception of the government agency. In the context of the communication process, this change in perception represents _____.

feedback

_____ refers to the postsale activities employed by salespeople that determine whether an individual who made a recent purchase will become a repeat customer.

follow-up

Personal selling is likely to be the primary component of a firm's promotional mix when:

the transactions frequently involve trade-ins.

The leaping jaguar symbol, featured on cars of a particular brand, is a part of the brand's:

trade dress.

The purpose of test marketing new-product offerings is to:

verify that the product will perform well in a real-life environment.

​You sell a leading brand of speedboat. Many visitors to your showroom are enthusiastic young adults who would love to own your product but cannot afford it. When dealing with them, you must pay particular attention to which step in the sales process?

​Qualifying

Which of the following is true of generic products?

They are characterized by plain labels, little or no advertising, and no brand names.

Which of the following is an example of advertising? A billboard with the image of a celebrity endorsing a product Conspicuous placing of a product in a popular TV show Giving away free sample of a product Holding a contest to promote a product

A billboard with the image of a celebrity endorsing a product

A(n) _____ is an intermediary that takes title to the goods it handles and then distributes these goods to retailers, other distributors, or sometimes end consumers.

A(n) _____ is an intermediary that takes title to the goods it handles and then distributes these goods to retailers, other distributors, or sometimes end consumers.

_____ involves measuring quality by comparing performance against an external industry leaders or competitor firm.

Benchmarking

Nivea works for Bonbon, a fair-trade chocolate company based in California. In addition to being recognized for the delicious, low fat treats the company manufactures, Bonbon is also known for fair labor practices at its factories. When interviewed, 83% of the company's loyal customers said when they couldn't find Bonbon products for purchase in local stores, they ordered them online rather than buy substitute products. Which type of brand loyalty is illustrated here? ​

Brand insistence

Xbox's Twitter team holds the Guinness World Record for being the most responsive brand on social media. Which important objective does their social media approach achieve?

Build customer relationships

_____ are groups of retail outlets that operate under central ownership and management and handle the same product lines.

Chain stores

Jose is visiting Boston on a business trip and has heard that the North End is known for its restaurants and entertainment venues. He checks TripAdvisor to see the list of restaurants and those rated highest by members. He also reads reviews and narrows his choice to Mamma Maria's, which is ranked #3 of 133 restaurants in the North End. How has TripAdvisor assisted Jose in his purchasing decision process?

Conducting research

​In designing promotional messages aimed at teens, you realize it is critical to use the language, references, idioms, and even jokes popular among that age group. Otherwise, you are courting trouble primarily related to which element of the communication process?

Decoding by receiver

Bethany is 7 years old and loves watching the Disney channel. Recently, she saw a television advertisement for Legos and told her parents that she wanted one for her birthday. Which step in the AIDA model does Bethany's request for a My Little Pony toy reflect?

Desire

_____ refers to the movement of products through more than one channel to reach the firm's target market.

Dual distribution

Tina is a customer service representative for an Internet service provider. While dealing with elderly customers, Tina takes extra time and effort in explaining to them how to access the Internet, check emails, and browse the Web. She understands their viewpoint, and realizes that they may need more explanation than the tech-savvy, younger generation. By doing so, which of the following variables of service quality is being demonstrated by Tina?

Empathy

Made in Switzerland, Patek Philippe watches retail for five and six figures and have developed a cult following among timepiece connoisseurs. Which level of distribution intensity makes the most sense for Patek Philippe?

Exclusive distribution, where the product is available at only a very limited number of retailers to promote the image of exclusivity and prestige, such as independent jewelry stores

Which of the following types of services involves an intermodal coordination system between air carriers and water carriers?

Fishyback service

Mitch is a marketing consultant and works with an attorney to provide insight about how potential jurors view his cases. Mitch typically assembles a small group of 8-12 individuals from the county and presents relevant information about the legal case. He then guides them in a discussion to learn about their opinions. The group sessions are typically recorded and last about 2 hours. What type of research method best characterizes this research?

Focus group

Which of the following terms refers to the specialty products of the business market?

Installations

Which of the following distribution strategies seeks to distribute a product through all available retailers in a trade area?

Intensive distribution

Marketing activities tend to change over the product life cycle. What stage of the life cycle focuses on stimulating demand by using advertising to communicate product features and persuading channel members for carry the product?

Introduction

_____ refers to the amount a retailer adds to the cost of a product to determine its selling price.

Markup

Which of the following types of advertising offers the advantage of targeting local audiences?

Newspapers

Which of the following is most likely to be a reason why consumers prefer shopping online? Online stores allow customers to compare prices and features at their leisure. Products that are purchased online are delivered free of cost, whereas brick and mortar stores charge customers for delivering goods to their door steps. E-marketers offer better warranties on products compared to brick and mortar retailers. Only online purchases offer reduced rates to customers on branded credit cards.

Online stores allow customers to compare prices and features at their leisure.

_____ refers to a personal selling approach in which customers comes to the seller's place of business to buy products largely on their own initiative.

Over-the-counter selling

Oscar Mayer has recently developed a new snack product that's targeted to kids and young adults as a healthy, protein-based after-school or pre-dinner snack. They expect the product to complement their Lunchables product line and appeal to teen-age or college-age consumers who think of Lunchables as just for younger kids. In order to promote product trial and subsequent adoption, the company plans to use a relatively low entry price compared to the competition. What type of pricing strategy does Oscar Mayer plan to utilize?

Penetration

Elizabeth had her car all packed and was ready to head home for semester break. However, when she tried to start her car the battery was dead. She remembered that the last few times she tried to start her car it seemed like the battery was weak. Now, it was clear she would have to get a new battery. Elizabeth is in what stage of the consumer decision process?

Problem or opportunity recognition

Technology is being utilized by retail operations to reduce the amount of time to track inventory and record shipments. Companies such as Target and Walmart now require suppliers to attach a tiny chip with identification information to pallets and cases of products. This technology is called:

RFID.

Which of the following modes of transportation controls the largest share of the freight business as measured by ton-miles?

Railroads

_____ represent the distribution channel to most consumers because of their direct contact with the ultimate consumers.

Retailers

Your company's leather goods are very well received in the marketplace. But you still have not been able to resolve the issue of packaging. These bags and briefcases have to be packaged substantially so your customer receives a flawless product, but you have to come up with a solution that will allow the consumer to recycle all that packaging in some way. You decide to solicit suggestions from the staff on how to either implement a recycling program or devise some other packaging methodology that is environmentally friendly. What marketing channel are you managing? Select the best answer from the choices below.

Reverse channel

Helene made sure that her company car was equipped with OnStar in case she ever has car trouble or gets lost while traveling between appointments. OnStar is a service which can connect the car occupants with a personal service attendant to provide assistance. Which level of Maslow's hierarchy of needs is Helene addressing?

Safety needs

You work for a printing company and have been asked to conduct research on customer reading preferences. You want to answer the following questions: (1) Do readers prefer to read electronic books? (2) Do they prefer to read paper-based books? or (3) Do they not have a preference? You decide that to start off the process, you are going to peruse a series of secondary sources, including published articles, magazine articles, and documents you have purchased from a syndicated service. Based on what you know about collecting data, you know that there are several benefits of using secondary data. You are not as clear, however, about the disadvantages. Which of the following is a drawback of using secondary data?​

Secondary data may have been collected for unrelated purposes and may be irrelevant to your needs.

Zardo, Inc. divides its customers into the following categories: manufacturers, retailers, government agencies, and not-for-profit institutions. Which of the following type of segmentations is being used by Zardo?

Segmentation by customer type

Which of the following is one of the fundamental steps in the marketing strategy process on which a retailer bases its key decisions? Determining the store location and atmosphere Selecting a target market Determining the method of inventory management Stipulating a minimum profit margin

Selecting a target market

Christopher is a hair stylist who owns Curlz, the best salon in Los Angeles. The clients swear by Christopher, and brides and bridesmaids flock to him for all weddings in LA. Christopher's name has become synonymous with the service at Curlz. Which of the following characteristics of services best explains this association?

Services are inseparable from the service providers.

A manufacturer of tablet computers has designed a unique new product that can network with satellites to access streaming video and television channels. This device does not need a Wi-Fi connection and can be accessed anywhere in the world by logging onto the site. Besides serving as a portable computer, this device bypasses the need for a consumer to purchase cable or personal satellite dish access. Which approach to pricing makes the most sense for the company to use first? ​

Set the price extremely high until competing products are developed

Which of the following is a sales promotion technique that places the manufacturer's name, logo, and/or marketing message on useful articles that are then distributed to target customers? Point-of-purchase advertising Specialty advertising Trade shows Sampling

Specialty advertising

Which of the following best represents the complete sequence of suppliers and activities that contribute to creating and delivery of merchandise?

Supply chain

_____ is a marketing research technique that involves introducing a new product in a specific area and then measuring its degree of success.

Test marketing

Which of the following is the largest segment of the business market? Trade industries, which include retailers, wholesalers, and resellers Institutions such as hospitals and churches Government organizations, including the military and state and federal governments The commercial market, which includes anyone who acquires products to support production of other goods and services

The commercial market, which includes anyone who acquires products to support production of other goods and services

Which of the following would fall under the category of psychological determinants of consumer behavior? The needs and motives of the individual The subculture to which one belongs The culture in which a person is raised The reference groups that the individual looks up for guidance

The needs and motives of the individual

Which of the following factors is most likely to be associated with a short marketing channel? Manufacturer serves a geographically dispersed potential trade area. Correct! The products are perishable. The products require little or no technical knowledge and servicing. Manufacturer lacks adequate resources to perform channel functions.

The products are perishable.

Big Martin Corporation uses its website to target customers and promote its products. Big Martin is engaged in:

digital marketing.

The first stage in the seven-stage model of an organizational buying process involves:

anticipating a problem, need, or opportunity and a general solution.

The basic objective of all customer services focuses on:

attracting and retaining target customers, thus increasing sales and profits.

Vending machines are an example of:

automatic merchandising.

A characteristic of a good brand name is that it should:

be easy to recognize and remember.

The strategy of attaching a popular brand name to a new product in an unrelated product category is known as _____.

brand extension

The _____ stage in brand loyalty leads consumers to refuse alternatives and search extensively for the desired merchandise.

brand insistence

When a pharmaceutical company advertises that its product has a greater pain-relieving effect than Tylenol, it is using _____ advertising.

comparative

Retailers such as Home Depot and Lowe's, who offer to meet and beat the best price offered by their competitors, use the strategy of _____ pricing.

competitive

Jason's Foods is a manufacturer of organic food products. The company is planning to market its products through social media sites and has developed effective strategies for the marketing campaign. The marketing team plans to use messages that focus on the health benefits of organic foods in order to generate greater awareness about its products and engage its target audience in the conversation. In doing so, the marketing team of Jason's Foods would be engaging in _____.

content marketing

The process of qualifying a sales prospect includes:

determining a potential customer's needs, financial resources eligibility to purchase, and purchase authority.

ABC Corp., a mining equipment manufacturer, provides loaders and feeder breakers for Ground Works, a mining company. ABC Corp. regularly sends information on new products as well as on upgrades for old products to the management in Ground Works. ABC Corp relies on _____ to sell its products.

direct channels

St. Jude's uses _______, the advertising medium known for its highly selective and personal targeting but relatively high cost to request donations for their mission of saving children's lives through healthcare.

direct mail

Controlling part of the supply chain that involves finished product storage, outbound logistics, marketing and sales, and customer service constitutes _____.

downstream management

Brad is a pharmaceutical representative for Merck. He attends a medical conference where he gives a presentation about a new drug that is being manufactured by his company. Brad's presentation is a part of Merck's IMC effort and it represents:

encoding of the product message.

A motive is an inner state that directs a person to create:

equilibrium between the actual and desired states

During the search step of the consumer decision process, the consumer:

gathers information about the attainment of a desired state of affairs.

A retail establishment that carries a wide variety of product lines, stocking all of them in some depth is referred to as a _____.

general merchandise retailer

Conflicts resulting from disagreements among channel members at the same level, such as two or more wholesalers or two or more retailers, or among marketing intermediaries of the same type are called _____ conflicts.

horizontal

The combination of the retailing mix -- merchandise strategy, customer service standards, pricing guidelines, target market analysis, promotion goals, location/distribution decisions, and store atmosphere -- creates a retailer's ________.

image

Special Confectioners, a major chocolate company, has recently started promoting its festive packs with the tag line, "making each moment special." By doing so, the management is trying to make its customers realize the everyday relevance of their festive packs. In doing so, the company is attempting to extend the product lifecycle by:

increasing the frequency of use.

Cleveland Solvents has field sales staff, a customer service department, and two individuals who manage the "tech hotline." These individuals not only answer technical questions from customers, they also identify customer needs and recommend products that can fill those needs. They have the ability to initiate and close sales on the spot. These individuals are essentially participating in:

inside selling.

By enabling the coordination of all promotional activities to produce a unified, customer-focused promotional message, e-marketing helps reach consumers through:

integrated marketing.

At the _____ stage in the consumer adoption process, potential buyers begin to seek information about the product.

interest

In a marketing context, the immediate or expected change in consumer behavior that results from experience is called a _____.

learning

Annie's Inc., which produces vinegar for cooking purposes, identified new uses for its product and started promoting it as a fabric softener and a cleansing product. The company started selling the same product in different packages modified for different types of uses. This strategy used by Annie's to increase the sales of its product is an example of a _____ strategy.

market penetration

More than 90 percent of cereal is consumed at breakfast, but ads for Kellogg's Cracklin' Oat Bran say that it tastes like oatmeal cookies and makes "a great snack anytime." Kellogg's is implementing a strategy of _____ with this product.

market penetration

The assortment of product lines and individual product offerings a company sells is called its product _____.

mix

The communication process can be disrupted by _____ when inappropriate advertising media or poor radio or TV reception interfere with message transmission and reduce its effectiveness?

noise

All of Martin's friends recognize that he knows a lot about cars. He is very up-to-date on new models and knows about the performance and reliability of almost every car. His friends often ask Martin for his guidance when they are in the market for a new car. Martin can be considered a(n) _________ in regard to automobiles.

opinion leader

____ are knowledgeable about a product category and provide guidance and influence during the purchase decision.

opinion leader

When General Motors introduced the Saturn, it priced the SL sports sedan at $2,000 less than the Toyota Corolla DLX and $1,500 less than comparable Nissan and Honda automobiles. This is an example of the _____ pricing strategy.

penetration

​The customers of a national bank recently received emails from a fake email address asking them to make a phone call to a number mentioned in the email and provide information regarding their account numbers, recent transactions, and online passwords. The email informed them that it was a check being conducted by the bank to update their personal information. This is an example of:

phishing

According to Maslow, _____ needs concern essential requirements for survival such as food, water, shelter, and clothing.

physiological

Brad is a sales representative for a Kettle Chips and is preparing for a Super Bowl promotional campaign. He's contacting each of his grocery and convenience accounts with an opportunity to install an end-of-aisle display with graphics of the Super Bowl teams and a display of several varieties of chips. This is known as _____, a type of trade-oriented promotion.

point-of-purchase advertising

The trade-oriented promotion that consists of a display or other promotion located near the site of the actual buying decision is known as:

point-of-purchase advertising.

The Kirkland brand is owned by Costco, and the products can only be purchased at Costco stores. Costco contracts with manufacturers to produce and package products under the Kirkland name. Kirkland can be regarded as a(n):

private brand.

Responding to moviegoers' recently renewed interest in the 3D format, Panasonic introduced the world's first 3D home entertainment system. This strategy used by Panasonic is an example of a _____.

product development strategy

McDonald's started with a simple concept in 1940 - fast service offering only hamburgers, cheeseburgers, potato chips, and drinks at the start. However, they menu soon expanded to include French fries and milkshakes. This process of menu expansion continues to today, with a broad range of sandwiches, drinks, salads, and breakfast items to serve their customers. There does not appear to be any end in sight to the menu items! This expansion is an example of:

product development.

A _____ strategy focuses on developing entirely new products for new markets.

product diversification

Procter & Gamble has nearly 100 brands of consumer package goods. However, these products are not just randomly organized, but put into categories to help manage them. For example, paper towels and napkins include Bounty Basic Paper Towels, Bounty Paper Towels, and Bounty Napkins. Paper towels and napkins represent one of Procter & Gamble's:

product lines.

"Buy three shock absorbers and get the fourth free," as advertised by an auto repair shop, is an example of _____ pricing.

promotional

Frequent buyer rewards programs help retailers attract shoppers and build customer loyalty, which is part of their:

promotional strategy.

Alpha Trendz, a clothing and apparel manufacturer, carefully studies information available on the Internet. It also checks computerized databases and trade show exhibits before launching its latest line of designer clothes. The company is in the _____ stage of the sales process.

prospecting

With reference to the five characteristics of a product innovation, a product innovation is said to have a greater _____, if it is superior to previous ideas reflected in terms of lower price, physical improvements, or ease of use.

relative advantage

Imani enjoys shopping at Costco especially close to lunch or dinner because she can often try a variety of different products such as dips, cheese, beverages, and crackers. Costco is using _______ as a type of consumer-oriented sales promotion.

sampling

While making purchasing decisions, consumers may be influenced by _____ factors which include physical surroundings or a buyer's mood and condition.

situational

In order to recover research and development costs rapidly and earn high initial profits, SenseTV is setting a high price for its plasma TVs. The pricing strategy SenseTV is using is called _____ pricing strategy.

skimming

Badoo is a global, multilingual, social media platform that provides an opportunity for its members to meet new people in their locality, share daily activities, and post opinions on different topics. Badoo is a type of _____.

social networking site

Jorge plans to buy a car and discusses the purchase with his parents. Their influence on his buying decision is classified as a(n) _____ influence:

social.

Social media marketing differs from traditional marketing in that social media marketing:

solicits the audience's participation in the message.

The Tostitos BCS National Championship game features the top two college football teams competing for the national title. The Tostitos brand name is included in the event's name because Frito-Lay, the manufacturer, paid for:

sponsorship.

The best definition for retailing is:

the activities involved in selling merchandise to consumers.