MKT

Which of the following is an example of a combination of sales promotions and direct marketing?

A COMPANY SENDING AN E-MAIL TO A CUSTOMER ABOUT A DISCOUNT ON A PRODUCT DURING A HOLIDAY SEASON

Which of the following is an example of a firm utilizing public relations as a promotion tool?

A FIRM PROVIDING INTERESTING INFORMATION ABOUT A PRODUCT TO NEWS MEDIA

Product mix width refers to the ________________________.

NUMBER OF DIFFERENT PRODUCT CATEGORIES THE COMPANY CARRIES

Under _________, the market consists of a few large sellers who are highly sensitive to each other's pricing and marketing strategies.

OGLIOPOLISTIC COMPETITION

Sonic Shack, an audio equipment retailer, signs an agreement with PineWire, a renowned electronics company, to sell PineWire products. The deal requires Sonic Shack to provide PineWire products with superior displays, shelf space, and promotion compared to competing products. Sonic agrees to these terms as PineWire products command a huge share in the market. Which of the following types of channel arrangements do PineWire and Sonic Shack most likely have?

ADMINISTERED VERTICAL MARKETING SYSTEM

Which of the following is a promotion tool used for trade promotions?

ALLOWANCES

Which of the following best describes product positioning?

ARRANGING FOR A PRODUCT TO OCCUPY A CLEAR, DISTINCTIVE, AND DESIRABLE PLACE RELATIVE TO COMPETING PRODUCTS IN THE MINDS OF TARGET CONSUMERS

___________ is the differential effect a brand knowledge has on consumer feelings, thoughts, purchase behavior. Companies are investing in their brands in order to have strong and positive _________________.

BRAND EQUITY

Integrating the entire distribution chain -- from its own design and manufacturing operations to distribution through its own managed stores -- has turned Spanish clothing chain Zara into the worlds fastest growing fashion retailer. This is an example of a(n) _________ marketing system.

CORPORATE VERTICAL

__________ is the total combined customer lifetime values of all the company's current and potential customers.

CUSTOMER EQUITY

Channel length tends to be longer as the price per unit _______, as the number of customers to be serves _______, and as the products bulkiness________.

DECREASES, INCREASES, DECREASES

The marketing manager of Appeal Inc. has noticed a sharp decrease in sales over the last two months the manager decides to conduct marketing research to identify potential causes for the drop in sales. Which of the following should the manager do first?

DEFINE THE RESEARCH OBJECTIVE

Abel now has the buying power to purchase the computer that he wanted to buy six months ago. Abel's want has most likely become a ______________

DEMAND

Mary Kay Cosmetics and Amway sell their products through home and office sales parties, online websites, and social media. Both companies use a(n) _____________ channel to distribute their offerings.

DIRECT

Which of the following will most likely be included in the 'price' component of a company's marketing mix?

DISCOUNTS

A company that sells personal care products sends a trained observer to watch potential buyers in their natural environments. This is an example of _____________ research.

ETHNOGRAPHIC

The brand associations that you should position your brand around should be:

FAVORABLE, STRONG, UNIQUE

Brandy's, a national candy store chain decides to open both a coffee house and ice cream shop within their stores to create multi-faceted experience for shoppers. The company decides to enter into deals with two well-known retailers -- The Beanery and Creamery Creations. As stipulated in their respective contracts, the Beanery and Creamery Creations cannot enter into the same type of agreement with any other candy retailers. All three companies will enjoy greater sales, and ultimately profits, from the arrangement. This is most likely an example of a(n) _____________ marketing system.

HORIZONTAL

Moving products and materials from suppliers to the factory is known as __________ logistics.

INBOUND

A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic?

INSEPARABILITY

Which of the following is a disadvantage of using a magazine as an advertising medium?

IT INVOLVES HIGH COSTS

__________ occurs when a company uses its existing branding name for new forms, colors, sizes, ingredients, or flavors of an existing product category.

LINE EXTENSION

Busch Stadium in St. Louis charges different prices for seats in different areas of the ball park, even though each seat costs the same for the owners of the stadium. What is this form of pricing called?

LOCATION-BASED PRICING

Consumers' needs and wants are fulfilled through___________.

MARKET OFFERINGS

Which of the following is a quantitative approach to research?

MARKETING SURVEYS

Sportware, a leading shoe manufacturer, markers sneakers under the brand name "Athletix" and dress shoes under the name "Cameo" in order to target the two different market segments. What branding strategy is most likely being used by Sportware?

MULTIBRAND

_______ are distribution channel firms that help a company sell to the end consumer. These include wholesalers and retailers.

RESELLERS

When a market-segment is large or profitable enough to serve, it is termed ______________.

SUBSTANTIAL

Silkskin Cosmetics is advertising its newest line of makeup. Made from all natural ingredients, the products are hypoallergenic. Silkskin is selling the products in tubes that make application easier. Which of the following is a core customer value for Silkskin?

THE DESIRE FOR HAVING BEAUTIFUL EYES

Which of the following is part of the microenvironment of a firm's marketing environment?

THE SUPPLIERS WHO WORK WITH THE COMPANY