MK 201 Final

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A new product may fail for many reasons. Which of the following is NOT one of​ them? A. Rapid market acceptance B. Poor product design C. Poor product positioning D. Overestimated market size E. Poor marketing research

A

According to the​ text, what is one of the biggest advantages of social​ media? A. Engagement and social sharing capabilities B. Interactivity C. Targeted and personal application D. ​Cost-effectiveness E. Immediacy and timeliness

A

Which advertising objective is best suited to maintaining customer relationships and for more mature​ products? A. Reminder B. Attack C. Humorous D. Persuasive E. Informative

A

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? A. Higher margins and lower sales volume B. Lower margins and higher sales volume C. Operating at a loss and higher sales volume D. Lower margins and lower sales volume E. Higher sales volume and inefficient operations

B

A purse​ company's ads feature the members of a popular housewives reality show. Product sales increase significantly among fans. From​ fans' viewpoint, the housewives reality show is a​ ______________. A. membership group B. reference group C. ​late-majority adopter D. lagging adopter E. family group

B

After the presentation and demonstration step in the sales​ process, a salesperson should next be prepared to​ _______. A. approach qualified customers B. handle objections C. follow up with the customer D. immediately close the sale E. prospect the customer

B

All products have a life cycle. The sales of a typical product follow​ __________________, which is made up of five stages. A. an inverted​ V-shaped curve B. an​ S-shaped curve C. a​ V-shaped curve D. a spiral curve E. a​ bell-shaped curve

B

Amazon is now promising​ same-day pick-up of goods as well as local secure​ pick-up points. What point of differentiation is​ this? A. Image differentiation B. Services differentiation C. Product differentiation D. People differentiation E. Channel differentiation

B

Consumers go through a distinct process in making a purchase. Of the​ following, which is the final step in that​ process? A. Recognizing a need B. ​Post-purchase behavior C. Evaluation of alternatives D. Gathering information E. Making a purchase

B

Which of the following statements about personal selling is​ correct? A. Personal selling is a fairly new profession. B. Many customers are unable to distinguish the salesperson from the company. C. The role of personal selling is very consistent from company to company. D. Salespeople​ sell; they do not have a role in creating value for the customer. E. The sales force should work separately from other marketing functions.

B

Which of the following statements is correct regarding marketing communications​ today? A. Most marketers do not use integrated marketing communications tools or planning. B. Advertisers are now able to engage smaller customer segments with more​ personalized, interactive content. C. Advertisers are adopting less fragmented media and promotion mixes to reach their diverse markets. D. Marketers are reversing a trend toward digital media. E. Digital and social media have given birth to a more​ targeted, more​ social, but less engaging marketing communications.

B

Which of the following statements regarding marketing logistics is NOT​ TRUE? A. It focuses on managing​ value-added flows between​ suppliers, the​ company, resellers, and final users. B. Companies are placing less emphasis on logistics and more on constraining costs. C. It involves the entire supply chain management. D. Logistics involve inbound​ logistics, outbound​ logistics, and reverse logistics. E. No logistics system can both maximize customer service and minimize distribution costs.

B

Which type of retailer typically carries deep product assortments of narrow product​ lines? A. discount stores B. specialty stores C. warehouse clubs D. ​self-service retailers E. factory outlets

B

____ are​ off-price retailers that operate in huge facilities offering few frills but​ ultra-low prices and surprise deals on selected branded merchandise. A. Convenience stores B. Warehouse clubs C. Department stores D. Superstores E. Specialty stores

B

________ is the digital version of​ word-of-mouth marketing and the type of marketing in which marketers usually have little control over where messages end up. A. Mobile marketing B. Viral marketing C. Social media marketing D. Interactive marketing E. Video marketing

B

At which step does a company perform a review of the​ sales, costs, and profit projections for a new product to determine whether the new product is likely to satisfy​ objectives? A. Idea screening B. Product concept development C. Business analysis D. Commercialization E. Marketing strategy development

C

Criticism has been leveled at marketing for negative impact on other businesses. Of the​ following, which does NOT fall within those​ criticisms? A. Harming competitors through acquisitions B. Unfair competitive marketing practices C. Creating false wants and too much materialism D. Practices that create barriers to entry E. Reducing competition through acquisitions

C

Which of the following statements about sales promotions is​ correct? A. Companies that use sales promotions usually do not use any other promotional mix tools. B. Sales promotions offer​ long-term incentives to buy a product. C. The heavy use of sales promotions has resulted in promotion clutter. D. The use of sales promotions has declined in recent years. E. Sales promotions are only offered to consumers.

C

Which of the following uses promotional tools such as​ presentations, trade​ shows, and incentive programs to engage​ customers, make​ sales, and build customer​ relationships? A. Sales promotion B. Direct and digital marketing C. Personal selling D. Public relations E. Advertising

C

________ are the objectives of trade promotions. A. Generating business​ leads, stimulating​ purchases, rewarding​ customers, and motivating salespeople B. Boosting consumer brand involvement and​ short-term buying C. Getting retailers to carry new items and more​ inventory, buy​ ahead, or promote the​ company's products and give them more shelf space D. Urging​ short-term customer buying and gaining customer loyalty E. Getting more sales force support for current or new products and getting salespeople to sign up new accounts

C

At which stage in the selling process does a salesperson attempt to learn as much as possible about the organization​ (what it​ needs, who is involved in the​ buying) and its buyers​ (their characteristics and buying​ styles)? A. Approach B. Presentation and demonstration C. Prospecting and qualifying D. Preapproach E. Handling objections

D

A blog is​ a(n) ______. A. ​text- and​ image-based ad and link that appears atop or alongside search engine results B. mobile app C. type of targeted​ e-mail D. type of online advertising E. online forum

E

A manufacturer of​ half-ton pickup trucks creates a positioning map for the U.S.​ half-ton pickup market. The position of each circle on the map indicates the​ brand's perceived positioning on two​ dimensions: price and orientation​ (economy versus​ performance). The size of each circle indicates the​ brand's relative market share. This is an example of a​ ________________. A. target segment map B. competitively positioned map C. psychographic map D. competitive map E. perceptual positioning map

E

Which of the following is a reason that producers use marketing channels and channel​ intermediaries? A. Using marketing channels allows producers to retain control over how and to whom they sell their products. B. Using channel intermediaries increases the number of contacts with customers. C. The reduced costs of using channel intermediaries offset the inefficiencies of marketing channels. D. Marketing channel decisions only require a​ short-term commitment. E. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.

E

Which of the following is an example of horizontal channel​ conflict? A. A retailer complaining about receiving damaged goods from a wholesaler B. A consumer complaining to a retailer about the service they received C. A consumer complaining to a producer about the quality of a product D. A retailer complaining about a​ producer's pricing E. A Ford dealer complaining that another Ford dealer is advertising in its territory

E

Which of the following is considered part of an augmented product rather than that of an actual product or core customer​ value? A. Brand name B. Product features C. Packaging D. Design E. Warranty

E

____ segments are those segments that are conceptually distinguishable and respond differently to different marketing mix elements and programs. A. Measurable B. Substantial C. Actionable D. Accessible E. Differentiable

E

Forms of digital direct marketing include​ ______. A. online​ marketing, social media​ marketing, and mobile marketing B. ​telemarketing, direct-mail​ marketing, and catalog marketing C. ​telemarketing, face-to-face​ selling, and kiosk marketing D. kiosk​ marketing, telemarketing, and​ direct-response TV marketing E. ​direct-response TV​ marketing, telemarketing, and​ direct-mail marketing

A

Macy's, Kohl's, and JCPenney practice a retailing pricing strategy called​ "high-low pricing." Which of the following correctly describes​ high-low pricing? A. The retailer charges higher prices on an everyday​ basis, coupled with frequent sales and other price promotions. B. Retailers charge an everyday low price with no special promotions. C. Retailers do not have to use promotions. D. Some products are priced​ high, others are priced​ low, and still others are priced at​ bargain-basement levels. E. The retailer does not have to run sales on selected items.

A

Performance Inc. sells its newest athletic shoe styles to The Sneaker Store and distributes dated or slightly defective merchandise through Sports Discounters. Performance​ Inc.'s main competitor is Topnotch Manufacturers. Performance Inc. also markets its products through the company website. They decide to offer a​ short-term online promotion to encourage consumers to buy their newest athletic​ shoes, promoting a 20 percent discount off current retail prices. In such a distribution​ channel, which of the following would be considered a vertical​ conflict? A. a conflict between Performance Inc. and The Sneaker Store B. a conflict among Performance​ Inc., The Sneaker​ Store, and Sports Discounters C. a conflict between Performance Inc. and Topnotch Manufacturers D. a conflict between Performance Inc. and Sports Discounters E. a conflict between The Sneaker Store and Sports Discounters

A

The American Marketing Association has developed a code of ethics for marketers based on three ethical norms. What are these​ norms? A. Do no​ harm, foster trust in the marketing​ system, and embrace ethical values B. Embrace ethical​ values, enact ethical​ values, and communicate ethical values C. Do no​ harm, do not engage in illegal​ activities, and do not take advantage of consumers D. Do no​ harm, price products​ fairly, and foster honesty in advertising E. Foster trust in the marketing​ system, foster trust in​ consumers, and foster trust in government regulation

A

What are the eight steps in the business buying decision​ process, in the correct​ sequence? A. Problem​ recognition, general need​ description, product​ specification, supplier​ search, proposal​ solicitation, supplier​ selection, order-routine​ specification, and performance review B. Performance​ review, problem​ recognition, general need​ description, product​ specification, supplier​ search, proposal​ solicitation, supplier​ selection, and​ order-routine specification C. Problem​ recognition, general need​ description, product​ specification, supplier​ search, supplier​ selection, proposal​ solicitation, order-routine​ specification, and performance review D. General need​ description, problem​ recognition, product​ specification, supplier​ search, proposal​ solicitation, supplier​ selection, order-routine​ specification, and performance review E. Problem​ recognition, general need​ description, product​ specification, supplier​ selection, supplier​ search, proposal​ solicitation, order-routine​ specification, and performance review

A

Which of the following correctly describes the classifications into which products and services​ fall? A. Consumer products and industrial products B. Consumer products and business products C. Wholesale products and retail products D. Technology products and​ non-technology products E. Luxury products and​ non-luxury products

A

____ products have low immediate appeal but might benefit consumers in the long run—for ​instance, bicycle helmets or some insurance products. A. Salutary B. Deficient C. Pleasing D. Marketing E. Desirable

A

Attracting and holding customers presents great challenges and decision points for retailers. Of the​ following, which is NOT one of the areas in which they face major​ decisions? A. Decisions regarding segmentation B. Social media and visibility decisions C. Retail marketing mix decisions D. Store differentiation and positioning decisions E. Decisions about targeting

B

Consumer products are products and services bought by final consumers for personal consumption. Consumer product classifications include​ _______________, and unsought products. A. ​convenience, shopping, optional B. ​convenience, shopping, specialty C. ​convenience, shopping, seasonal D. ​shopping, specialty, sought products E. ​luxury, specialty

B

To avoid being intrusive and​ annoying, most legitimate​ e-mail marketers practice​ ______, which means sending​ e-mail pitches only to customers who​ "opt in." A. spamming B. ​permission-based marketing messages C. unsolicited​ e-mail marketing D. phishing E. viral marketing

B

When Dr. Lawncare developed his revolutionary new weed​ killer, he expected​ that, during the introductory stage of the product life​ cycle, ___________. A. profits would rise quickly and there would be rapid market acceptance of his product B. sales would be slow and with negative or low profits C. sales would be low but profits would be high D. sales would fall and profits would drop E. sales would be slow and profits would level off or decline

B

Which of the following environments demonstrates a changing age​ structure, shifting family​ profiles, geographic population​ shifts, a​ better-educated and more​ white-collar population, and increasing​ diversity? A. The​ socio-cultural environment B. The demographic environment C. The economic environment D. The technological environment E. The political environment

B

A​ company's value chain is only as strong as its weakest link. What should a company do to properly gauge the strength of its links and continually​ improve? A. Determine the​ company's proper marketing mix and the​ team's ability to execute on it B. Examine the various elements of the BCG​ growth-share matrix. C. Examine how well each group performs its work of adding customer value. D. Perform a business and product competitive analysis. E. Perform​ micro-environmental and​ macro-environmental analyses

C

Chicago's Best Pizzeria has been operating on the north side of Chicago for more than 30 years. Its target market includes young urban professionals who want​ new-style organic pizzas with exotic ingredients.​ However, in recent​ years, the population in the​ pizzeria's neighborhood has been​ shifting, and now fewer young urban professionals live there. The population has grown older and wants traditional​ pizza, not pizza with exotic ingredients. Which of the following identifies the​ pizzeria's BEST response to this​ situation? A. Run an ad campaign on the health benefits of pizza. B. Sell a different food​ product, such as hamburgers or sushi. C. Target a new market with a different product. D. Be proactive and convince customers that​ "exotic is​ better." E. Cut the prices on its pizza.

C

How do market demands relate to needs and​ wants? A. ​Needs, wants, and demands all describe the same state in the customer. B. Wants and demands are​ equivalent, and both satisfy needs at the same rate. C. Needs are satisfied by​ wants, and buying power converts wants into demand. D. Demands result in customers needing and wanting a particular product. E. Needs and wants outweigh demands in the​ customer's mind.

C

In​ a(n) ________ marketing​ system, leadership over production and distribution is assumed through the size and power of one or a few dominant channel members. A. contractual VMS B. horizontal C. administered VMS D. corporate vertical E. direct

C

Many vital and key functions are performed by marketing channels. Of the​ following, which is NOT one of those key​ functions? A. Fulfillment of completed transactions B. Completion of transactions C. Manufacturing and assembly D. Distribution of persuasive communications E. Physical distribution

C

New digital and social media have given birth to a​ _________________________. A. more​ targeted, social, and less engaging marketing communications model B. more​ targeted, social, and engaging marketing model C. more​ targeted, social, and engaging marketing communications model D. less targeted and engaging communications model E. less​ targeted, social, and engaging marketing communications model

C

The real value of marketing information rests in the​ _____________________. A. social media data it uses B. amount of big data it analyzes C. customer insights it provides D. marketing intelligence it uncovers E. support of a​ company's marketing research

C

There are too many different kinds of consumers with too many different kinds of needs.​ So, companies must design strategies for profitably serving chosen segments. The design of the strategies begins with four key​ elements, which are​ ________, _______,​ ________, and​ ___________. A. market​ segmentation, market​ targeting, micro-targeting, and differentiation B. market​ targeting, differentiation, promotional​ strategies, and positioning C. market​ segmentation, market​ targeting, differentiation, and positioning D. marketing​ planning, market​ segmentation, differentiation, and positioning E. market​ segmentation, differentiation, selling​ strategies, and positioning

C

The​ ________________________ is a​ brand's full positioning or the full mix of benefits on which the brand is positioned. A. target marketing strategy B. differentiation strategy C. value proposition D. positioning map E. ​brand's personality and voice

C

Which contractual system is distinguished by the fact that it is normally based on some unique product or​ service; method of doing​ business; or trade​ name, goodwill, or patent that has been​ developed? A. corporate chain B. warehouse club C. franchise D. retailer cooperative E. voluntary chain

C

Which of the following is NOT a primary goal of competitive marketing​ intelligence? A. Improving strategic decision making B. Providing early warnings of threats C. Creating an understanding of the​ business-to-business environment D. Assessing and tracking​ competitors' actions, E. Providing early warnings of opportunities

C

Which of the following is a benefit of direct and digital marketing for​ buyers? A. A speedy alternative to other mediums B. Efficiency and prices C. Sense of brand engagement and community D. Ease of use and ability to obtain lower prices E. Convenience and ease

C

Which of the following is a type of marketing that calls for meeting the present needs of consumers and businesses while preserving or enhancing the ability of future generations to meet their​ needs? A. Cause marketing B. Global marketing C. Sustainable marketing D. Societal marketing E. Strategic planning

C

In which of the following does a producer direct marketing activities​ (primarily personal selling and trade​ promotion) toward channel​ members? A. A pull strategy B. A personal selling strategy C. Integrated communications D. A push strategy E. Product communications

D

Online advertising has become a major promotional medium. The main forms of online advertising are​ _____________________. A. ​e-mail marketing and​ search-related ads B. blogs and display ads C. online video and display ads D. display ads and​ search-related ads E. online promotions and​ search-related ads

D

Personal selling involves a​ multiple-step process. The first step is​ ______________ and the last step is​ _______________________. A. ​approach; follow-up B. ​approach; closing C. ​preapproach; handling objections D. prospecting and​ qualifying; follow-up E. presentation and​ demonstration; closing

D

The major steps in advertising media selection are​ (1) __________;​ (2) choosing among major media​ types; (3) selecting specific media​ vehicles; and​ (4) choosing media timing. A. determining the execution style B. setting the advertising objectives C. calculating advertising return on investment D. determining​ reach, frequency,​ impact, and engagement E. determining the advertising budget

D

The number of product lines a company manages is the product mix​ ______. The total number of items a company carries within its product line is the product mix​ _____. A. ​width; depth B. ​length; width C. ​consistency; depth D. ​width; length E. ​depth; length

D

Which form of direct and digital marketing do companies use to engage customers​ anywhere, anytime during the buying and​ relationship-building processes? A. Online marketing B. Social media marketing C. ​E-mail D. Mobile marketing E. Websites

D

Which of the following BEST describes research​ relationships? A. Observation is best suited for exploratory​ research, surveys for causal​ research, and experiments for descriptive research. B. Observation is best suited for descriptive​ research, surveys for exploratory​ research, and experiments for causal research. C. Observation is best suited for causal​ research, surveys for exploratory​ research, and experiments for descriptive research. D. Observation is best suited for exploratory​ research, surveys for descriptive​ research, and experiments for causal research. E. Observation is best suited for descriptive​ research, surveys for causal​ research, and experiments for exploratory research.

D

Which of the following correctly describes customer​ purchases, sales force​ contacts, service and support​ calls, web and social media site​ visits, satisfaction​ surveys, credit and payment​ interactions, and market research​ studies? A. Sales calls B. Service calls C. Purchases D. Touch points E. Satisfaction surveys

D

Which of the following identifies the six major sales force management steps in the correct​ order? A. Recruiting and selecting​ salespeople, training​ salespeople, designing sales force strategy and​ structure, evaluating​ salespeople, compensating​ salespeople, and supervising and motivating salespeople B. Evaluating​ salespeople, designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, compensating​ salespeople, and supervising and motivating salespeople C. Designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, evaluating​ salespeople, compensating​ salespeople, and supervising and motivating salespeople D. Designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, compensating​ salespeople, supervising and motivating​ salespeople, and evaluating salespeople E. Designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, supervising and motivating​ salespeople, evaluating​ salespeople, and compensating salespeople

D

Which of the following statements about blogs is​ correct? A. Blogs are a​ company-controlled medium. B. For​ consumers, they are impersonal. C. They are expensive to start and maintain. D. Blogs can be difficult for the company to control. E. Companies cannot gain insights from their blogs.

D

Which of the following would make a segment less attractive to​ enter? A. Very few substitute products B. Suppliers with weak bargaining power C. A lack of aggressive competitors D. New entrants finding it easy to enter the segment E. Buyers with weak bargaining power

D

_______ is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction. A. Customer satisfaction B. Customer engagement C. Customer growth D. Customer relationship management E. Customer acquisition

D

________ are promotional tools that can be used to attract consumers. A. ​rebates, coupons,​ samples, and push money B. ​coupons, sales​ contests, samples, and price packs C. ​coupons, rebates,​ off-list discounts, and price packs D. ​rebates, coupons, price​ packs, and samples E. trade​ shows, coupons,​ samples, and push money

D

_________ are the five guiding principles of sustainable marketing. A. ​Consumer-oriented marketing, customer value​ marketing, sense-of-mission​ marketing, profitable​ marketing, and ethical marketing B. ​Consumer-oriented marketing, customer value​ marketing, green​ marketing, ethical​ marketing, and societal marketing C. Sustainable​ marketing, green​ marketing, societal​ marketing, ethical​ marketing, and profitable marketing D. ​Consumer-oriented marketing, customer value​ marketing, innovative​ marketing, sense-of-mission​ marketing, and societal marketing E. ​Consumer-oriented marketing, profitable​ marketing, innovative​ marketing, green​ marketing, and societal marketing

D

Direct marketing is ​ ________, allowing buyers to create exactly the configuration of​ information, products, or services buyers desire and then order them on the spot. A. immediate B. interactive C. immediate and convenient D. immediate and easy to use E. immediate and interactive

E

Goldtone is a multinational communications and information technology corporation. Its principal products are mobile telephones and tablets. It recently announced on its website that customers can suggest ideas for its upcoming product model. Contributors of​ short-listed ideas will be adequately rewarded. In this​ case, Goldtone is using​ ________ to generate new product ideas. A. marketing strategy development B. test marketing C. business analysis D. concept development E. crowdsourcing

E

Most standard portfolio analysis methods evaluate strategic business units​ (SBUs) on their performance in two important dimensions. What are these two​ dimensions? A. The number of SBUs the company identifies and the number of products it produces B. The attractiveness of the​ SBU's market or industry and the number of products the company produces C. The type of market or industry in which the company competes and the strength of the​ SBU's position in that market or industry D. The number of products a company produces and the number of foreign countries in which the company competes E. The attractiveness of the​ SBU's market or industry and the strength of the​ SBU's position in that market or industry

E

The four elements of a compensation plan for salespeople are​ __________. A. A fixed​ amount, a variable​ amount, salary, and commission B. A fixed​ amount, a variable​ amount, expenses, and salary C. A fixed​ amount, a variable​ amount, stock​ ownership, and fringe benefits D. A fixed​ amount, a variable​ amount, expenses, and commission E. A fixed​ amount, a variable​ amount, expenses, and fringe benefits

E

The four major functions of marketing logistics are​ __________________________. A. ​warehousing, inventory​ management, transportation, and retailing B. ​warehousing, inventory​ management, shipping, and receiving C. ​warehousing, transportation,​ wholesaling, and retailing D. ​forecasting, order​ processing, transportation, and inventory management E. ​warehousing, inventory​ management, transportation, and logistics information management

E

The second critical phase in developing a marketing information system​ (MIS) is developing information. The information is developed from​ ________, __________, and​ ____________. A. internal​ databases, customer​ analytics, and marketing intelligence activities B. internal​ databases, business​ analytics, and marketing research C. internal​ databases, marketing intelligence​ activities, and secondary research D. internal​ databases, marketing intelligence​ activities, and shopper research E. internal​ databases, marketing intelligence​ activities, and marketing research

E

The​ product/market expansion grid is a tool that allows marketers to identify growth opportunities. Of the​ following, which represent the four components of the​ product/market expansion​ grid? A. Product​ development, diversification, domestic​ expansion, and global expansion B. Product​ growth, market​ growth, customer​ growth, and profitable growth C. Global​ expansion, domestic​ expansion, customer​ expansion, and product expansion D. Product​ penetration, product​ development, diversification, and global expansion E. Market​ penetration, market​ development, product​ development, and diversification

E

Which of the following describes the process of dividing markets into groups based on​ consumers' knowledge,​ attitudes, uses, or​ responses? A. Economic segmentation B. Demographic segmentation C. Psychographic segmentation D. Geographic segmentation E. Behavioral segmentation

E

Which of the following identifies a change in the technological environment that could affect the success of a​ business? A. A company packages its product to be twice the size of its predecessor. B. A company develops a new warranty that lasts as long as its predecessor. C. A company develops a customer support program that customers rate twice as responsive as the previous program. D. A company develops a new battery that costs twice as much as its predecessor. E. A company develops a new battery that lasts twice as long as its predecessor.

E

Which of the following is NOT a social factor influencing consumer buying​ behavior? A. Reference groups B. Word of mouth C. Online social networks D. Opinion leaders E. Cognitive dissonance

E

Which of the following scenarios BEST describes the societal marketing​ concept? A. ​Tim's Tires constantly tries to improve on the tires it sells by placing all of its efforts into new design research. B. ​Robert's Rotors does everything to improve production and lower the cost of its rotors in order to gain customers. C. ​Wanda's Wedding Wear frequently promotes itself to customers through​ commercials, fliers, and other forms of advertising. D. ​Amy's Apple Cart regularly asks its customers what kind of apples they want to buy. E. ​Edward's Earthware attempts to make its pottery in a way that satisfies customers but is also environmentally friendly and sustainable over the long term.

E

_______ 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. A push strategy B. Product communications C. Personal selling D. Integrated communications E. A pull strategy

E

________ is the service characteristic to which marketers need to pay close attention when there are fluctuations in demand. A. Tangibility B. Intangibility C. Variability D. Inseparability E. Perishability

E

​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? A. Sample B. Sponsorship C. Allowance D. Premium E. ​Point-of-purchase

E


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