MKT Exam 3
After segmenting and defining their target markets, retailers must then ____________________. A. decide how they will differentiate and position themselves B. decide on the store atmosphere and shopping experience C. decide on the product assortment and volume they will stock D. decide on pricing by product line and assortment E. decide on the level of service they will provide
A.
Which of the following are common trade promotion tools? A. Rebates, samples, coupons, and price packs B. Discounts, free goods, coupons, and rebates C. Discounts, free goods, allowances, and free advertising specialty items D. Discounts, free goods, allowances, and price packs E. Rebates, discounts, free goods, and allowances
C.
Which of the following statements is TRUE about public relations and a company's overall integrated marketing communications efforts? A. PR should have a separate budget from marketing communications. B. PR is now the more dominant media than other forms. C. PR should be blended smoothly with promotion activities. D. PR has no value within a social media context. E. PR should be planned first, then advertising second.
C.
_____________________ is a retailing technique of carefully orchestrating the store's layout and displays, background music, colors, and smells. A. Interior design B. Environmental retailing C. Experiential retailing D. Wholesaling E. Omni-channel retailing
C.
One challenge of social media marketing is _____________________ A. the fact that social marketing has not spread globally B. the fact that it is not cost-effective C. social media does not lend itself to targeting D. social networks are largely user-controlled E. social media is not cost-effective
D.
One consumer promotion tool is _______, which are goods offered either free or at low cost as an incentive to buy a product. A. coupons B. rebates C. advertising specialties D. premiums E. point-of-purchase promotions
D.
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 _______________. A. category killers B. supermarkets C. discount stores D. off-price retailers E. service retailers
A.
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. A. workload B. workforce C. field D. inside E. complex
A.
Which consumer promotion tool is like coupons, except that the price reduction occurs after the purchase rather than at the retail outlet? A. Rebates B. Samples C. Digital coupons D. Premiums E. Contests
A.
Which of the following is a form of traditional direct marketing? A. Kiosk marketing B. Blogs C. Mobile marketing D. Websites E. Social media marketing
A.
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. Personal selling B. Advertising C. Direct and digital marketing D. Sales promotion E. Public relations
A.
____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Invasion of privacy B. Deceptive pricing C. Irritation D. Junk mail E. Deceptive advertising
A.
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website. A. marketing B. branded community C. e-mail D. search engine E. phishing
A.
The goal of a push strategy is to _____________________________. A. increase sales calls to distributors B. induce channel members to carry and promote the product C. build trade demand D. save money by only focusing on consumers E. give channel members additional media incentives to carry the product
B.
The fastest-growing sales trend today is ______________. A. team selling B. social selling C. outside sales D. product selling E. inside sales
B.
What characteristics are possessed by the best salespeople? A. The best salespeople are highly educated. B. The best salespeople are the ones who work closely with customers for mutual gain. C. The best salespeople consistently exceed their sales goals. D. The best salespeople are excellent at proposals and quotes. E. The best salespeople make a sale and then move on.
B.
What event or circumstance has made mobile marketing a must for most brands? A. Widespread use of mobile devices by preteens B. Widespread adoption of mobile devices C. Heavy use of mobile devices in international markets D. The decline of traditional marketing forms E. Unlimited consumer data plans
B.
As companies become more market-centered, a customer-focused sales force __________________. A. is less important than the results advertising and sales promotion can reap B. becomes more focused on profit and less on the customer C. only needs to coordinate its efforts with marketing planners D. has greater incentives to produce revenue E. works to produce both customer satisfaction and company profit
E.
During the presentation step in the personal selling process, the salesperson ______________. A. tells the buyer a "value story" B. meets the buyer for the first time C. handles objections D. closes the deal E. attempts to "razzle-dazzle" the buyer
A.
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. A. product B. market C. complex D. territorial E. customer
A.
In place of traditional media, marketers are using __________________________ to engage smaller customer segments with more personalized, interactive content. A. a broad selection of more specialized and highly targeted media B. more integrated social media C. less social media and more traditional but targeted media D. increased amounts of public relations, trade shows, special events, and social media E. narrow but highly targeted media
A.
Social media are ideal for participating in customer conversations and listening to customer feedback because they are _____________. A. interactive B. engaging C. cost-effective D. targeted and personal E. immediate and timely
A.
Which of the following represent the newer tools of digital direct marketing? 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.
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. A. territorial B. customer C. complex D. product E. market
A.
In which of the following does a producer direct marketing activities (primarily personal selling and trade promotion) toward channel members? A. Product communications B. A push strategy C. Integrated communications D. A pull strategy E. A personal selling strategy
B.
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. A. cut prices to make the sale B. practice value selling C. use a transaction-oriented sales approach D. capture short-term business E. close sales
B.
Progressive wholesalers recognize that their only reason for existing is to ____________________. A. bear the risk of sales and distribution B. add value C. automate distribution D. provide selling support E. finance retailing transactions
B.
What are the two major elements in developing advertising strategy? A. Determining the target audience and selecting advertising media B. Creating advertising messages and selecting advertising media C. Determining the advertising budget and determining ROI D. Creating advertising messages and selecting advertising agencies E. Creating advertising messages and setting the advertising budget
B.
What is the goal of advertising? A. To create interest and consumer hype B. To help move consumers through the buying process C. To define a product's value D. To provide feedback on products and services E. To create consumer communities
B.
Which of the following makes up the retail marketing mix? A. Product and services assortment, prices, promotion, and store positioning B. Product and services assortment, price, promotion, and location C. Product and services assortment, price, promotion, and retail segmentation D. Product and services assortment, price, promotion, and retail targeting E. Product and services assortment, price, promotion and store differentiation
B.
Which of the following statements about public relations is correct? A. Trade associations do not use public relations. B. The lines between advertising and public relations are becoming more blurred. C. The impact of public relations on public awareness comes at a much higher cost than advertising. D. Public relations cannot be used to engage consumers. E. Public relations is only used to promote products.
B.
After the presentation and demonstration step in the sales process, a salesperson should next be prepared to _______. A. handle objections B. prospect the customer C. follow up with the customer D. immediately close the sale E. approach qualified customer
A.
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. The heavy use of sales promotions has resulted in promotion clutter. C. Sales promotions are only offered to consumers. D. The use of sales promotions has declined in recent years. E. Sales promotions offer long-term incentives to buy a product.
B.
_____________________ 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. Personal selling B. A pull strategy C. Product communications D. Integrated communications E. A push strategy
B.
_______________________ uses tools that engage directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A. Personal selling B. Direct and digital marketing C. Advertising D. Sales promotion E. Public relations
B.
___________________is used to build and maintain national or local community relationships and is one of the functions of public relations. A. Development B. Public affairs C. Investor relations D. Lobbying E. Press relations
B.
Which of the following retail trends is making differentiation more difficult? A. Retail global expansion B. Value-seeking consumers C. Retail convergence D. The demise of brick-and-mortar retail E. Omni-channel retailing
C.
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? A. Advertising B. Personal selling C. Sales promotion D. Public relations E. Direct and digital marketing
E.
Which of the following are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople? A. Consumer promotions B. Sales force promotions C. Clutter promotions D. Trade promotions E. Business promotions
E.
Which of the following is TRUE regarding omni-channel buyers? A. They do not shift easily across online and in-store channels. B. They prefer the online environment. C. They always shop in-store channels, then order online. D. They purchase online but tend to purchase more in-store. E. They shift easily across online and in-store channels.
E.
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. A. interactive TV B. website C. DRTV D. infomercial E. kiosk
E.
Retailers must decide on which three major product variables? A. Product assortment, store atmosphere, and price B. Product assortment, services mix, and location C. Product assortment, services mix, and price D. Product assortment, price, and location E. Product assortment, services mix, and store atmosphere
E.
Which of the following is used to engage customers anywhere, anytime during the buying and relationship-building processes? A. online advertising B. permission-based e-mail marketing C. blogs D. mobile marketing E. branded web communities
D.
Which of the following statements about personal selling is correct? A. The role of personal selling is very consistent from company to company. B. Salespeople represent the company to customers, but they do not represent customers to the company. C. Personal selling is a fairly new profession. D. Salespeople are often the only direct contact with a customer. E. Personal selling is the nonpersonal arm of the promotional mix.
D.
____________________ is perhaps the biggest advantage of social media. A. Engagement and social sharing capabilities B. User-controlled content C. Return on investment D. the low cost E. The potential to grow an audience base
A.
Which of the following does NOT represent one of the major trends and developments in retailing? A. A surge in green retailing B. Retail convergence C. Social e-tailing D. The rise of megaretailers E. Growing importance of retail technology
C.
______ means sending email pitches only to customers who "opt in." A. permission-based email marketing B. phishing C. spamming D. viral marketing E. unsolicited email marketing
A.
Which of the following statements about retailer marketing decisions is correct? A. Stores do not need to differentiate and position themselves. B. Retailers identify three critical factors for retail success: location, location, and location. C. Retailers do not have to segment and target their markets. D. Retailers do not differentiate themselves on their service mix. E. Most retailers seek either high markups on higher volume or low markups on lower volume.
B.
The first decision a manager must make in sales force management is _______________. A. sales training B. evaluation of salespeople C. designing sales force strategy and structure D. recruitment and selection processes for salespeople E. sales force compensation
C.
The primary purpose of _________ websites is to do more than just sell products or move them closer to a direct purchase. A. informational B. interactive websites C. marketing D. brand community E. social marketing
D.
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? A. Wholesaling B. Warehousing C. Manufacturing D. Retailing E. Shopper marketing
D.
________ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A. Direct-response television marketing B. Telemarketing C. Kiosk marketing D. Direct-mail marketing E. Catalog marketing
D.
___________________ advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now. A. Attack B. Informative C. Comparative D. Persuasive E. Reminder
D.
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 ________. A. specialty stores B. service retailers C. wholesalers D. non-retailers E. franchises
B.
Personal selling can be more effective than advertising in complex selling situations because it is ______________________________. A. designed to reach large groups of consumers B. less engaging than advertising C. only used for face-to-face customer interactions D. interpersonal E. nonpersonal
D.
Press releases, sponsorships, events, and web pages are promotional tools used in _____________. A. direct and digital marketing B. sales promotion C. advertising D. public relations E. personal selling
D.
The benefits of direct and digital marketing for buyers are that they are _________. A. easy, convenient, and impersonal B. easy, private, and expensive C. convenient, private, and hard to use D. easy, convenient, and private E. easy, convenient, and public
D.
The goal of integrated marketing communications is to __________________________________. A. lower overall marketing expenditures while delivering increased results B. have different media carry different messages about a brand in an integrated way C. maximize return on investment with increased revenue across all brands D. deliver clear, consistent, and compelling messages about the organization and its brands E. integrate communications via online and mobile technologies at a lower cost per impression
D.
What potential risk do marketers incur by using richer but more fragmented media and promotional mixes? A. The inability to use mass and traditional media B. Mixed communications messaging and higher costs C. Greater efficiency but less control over marketing messaging D. A communications hodgepodge for consumers E. Better targeting but at a higher cost per consumer
D.
Which of the following statements is correct regarding sellers and their use of direct and digital marketing? A. For sellers, using direct and digital marketing is expensive. B. Sellers using direct and digital marketing cannot ask questions and solicit feedback from customers. C. For sellers, direct and digital marketing are very inefficient. D. Sellers have opportunities to engage in real-time marketing. E. For sellers, direct and digital marketing are inflexible.
D.
Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as _______. A. transaction sites B. content sites C. search-engine portals D. online social media E. e-tailers
E.
The massive shift in how and where people buy calls for __________________________. A. massive shifts to online-only environments for brick-and-mortar retailers B. massive spending in social media for brick-and-mortar retailers C. massive shifts in pricing strategies D. massive spending increases in advertising and sales promotion E. massive shifts in how store retailers operate
E.
Which of the following is described as "always on" and is a large component of the digital advertising mix? A. Email marketing B. Branded web communities C. Online videos D. Through fund-raising E. Search advertising
E.
Which of the following types of wholesalers are Independently owned businesses that take title to all merchandise handled? A. Industrial distributors B. Rack jobbers C. Brokers D. Manufacturers' agents E. Merchant wholesalers
E.
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? A. It forced consumers to become omni-channel shoppers. B. It restricted retail expansion domestically and internationally. C. It turned free-spending consumers into value-seeking ones. D. It created a trend away from consumer spending on well-known brands. E. It turned brick-and-mortar retailers into Internet-only retailers.
C.
What is the final step in the seven-step personal selling process? A. Prospecting B. Closing C. Follow-up D. Presentation E. Qualifying
C.
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. Lower margins and lower sales volume B. Higher margins and lower sales volume C. Operating at a loss and higher sales volume D. Lower margins and higher sales volume E. Higher sales volume and inefficient operations
D.
At which step in the personal selling process does a salesperson meet the customer for the first time? A. Prospecting B. Presentation C. Preapproach D. Approach E. Qualifying
D.
What does the phrase "omni-channel buying calls for omni-channel retailing" imply for retailers? A. Retailers should plan and budget for expansion of brick-and-mortar shopping experiences. B. Retailers should attempt to attract omni-channel buyers to brick-and-mortar settings through experiential retailing. C. Retailers should make certain they focus on social and digital media as their main advertising vehicles. D. Retailers should integrate all available supply-chain channels into their distribution systems. E. Retailers should integrate all available shopping channels and devices into a seamless customer shopping experience.
E.
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 does not have to run sales on selected items. B. Retailers do not have to use promotions. C. Retailers charge an everyday low price with no special promotions. D. Some products are priced high, others are priced low, and still others are priced at bargain-basement levels. E. The retailer charges higher prices on an everyday basis, coupled with frequent sales and other price promotions.
E.
Catalogs, online and social media, and mobile marketing are some of the specific promotional tools used in _________________________. A. personal selling B. sales promotion C. public relations D. direct and digital marketing E. sales presentations
D.
Focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale is known as ______________________. A. internal marketing B. retailing C. warehousing D. shopper marketing E. showrooming
D.
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 ______. A. phishing B. mobile marketing C. telemarketing D. spamming E. infomercials
A.
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. Point-of-purchase B. Allowance C. Sample D. Sponsorship E. Premium
A.
Successful retailers of the future must adopt which type of buying experience that is both seamless and integrates multiple types of media? A. Social shopping retailing B. Discount retailing C. Off-price retailing D. Direct-to-consumer retailing E. Omni-channel retailing
A.
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 _______. A. viral marketing B. e-mail marketing C. omni-channel marketing D. online marketing E. search engine marketing
A.
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. A. transaction-oriented B. relationship-oriented C. profit-oriented D. customer-oriented E. value-oriented
A.
Which of the following statements about wholesaling is true? A. Wholesalers must make decisions regarding their marketing mix. B. Wholesalers do not need to differentiate themselves. C. Wholesalers do not make positioning decisions. D. Wholesalers do not need to segment their markets. E. Wholesalers do not need to define a target market.
A.
More than a territory, compensation, and training, new salespeople need ________________. A. reasonable sales goals B. product knowledge C. customer relationship management skills D. supervision and motivation E. ongoing customer sales support
D.
_________________________ are the objectives of trade promotions. A. Generating business leads, stimulating purchases, rewarding customers, and motivating salespeople B. Urging short-term customer buying and gaining customer loyalty C. Boosting consumer brand involvement and short-term buying D. Getting more sales force support for current or new products and getting salespeople to sign up new accounts E. Getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space
E.
Which of the following is correct regarding the forms of direct and digital marketing? A. New digital and the more traditional forms of direct marketing must be blended and integrated B. Direct and digital marketing does not include mobile marketing. C. Marketers today only use direct and digital marketing. D. Traditional direct marketing tools are still used but are no longer important. E. Online marketing is the only form of direct and digital marketing.
A.
Which of the following represents the four major classifications of retail organizations? A. Corporate chains, voluntary chains, retailer cooperatives, and franchise organizations B. Corporate chains, voluntary chains, retailer cooperatives, and wholesalers C. Corporate chains, voluntary chains, wholesalers, and franchise organizations D. Discount stores, service retailers, superstores, and supermarkets E. Corporate chains, wholesalers, superstores, and franchise organizations
A.
Which of the statements is TRUE regarding media and message decisions? A. Media and message decisions should be closely coordinated. B. Message decisions are now more important than media decisions. C. Media and message decisions have no impact on results. D. Media and message decisions have no relationship to budgeting. E. Media and message decisions are independent of each other.
A.
A blog is a(n) ______. A. mobile app B. online forum C. text- and image-based ad and link that appears atop or alongside search engine results D. type of online advertising E. type of targeted e-mail
B.
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 _________________. A. kiosk marketing B. DRTV marketing C. catalog marketing D. telemarketing E. interactive television marketing
B.
By performing the channel function of ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost. A. financing B. risk bearing C. buying and assortment building D. bulk-breaking E. selling and promoting
E.
Websites, online advertising, email, online video, and blogs are all forms of ______. A. telemarketing B. mobile marketing C. social media marketing D. traditional direct marketing E. online marketing
E.
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? A. Frequency B. Evaluation C. Engagement goals D. Impact E. Defining reach
B.
After recruiting and selecting salespeople, what is the next major step in sales force management? A. Designing sales force strategy and structure B. Training salespeople C. Evaluating salespeople D. Compensating salespeople E. Supervising salespeople
B.
Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that _________________________. A. companies fail to integrate brand messages and positioning. B. consumers don't distinguish between content sources the way marketers do. C. companies do not target successfully or efficiently. D. companies fail to integrate their various communication channels. E. consumers may believe similar brands are all the same.
B.
What is the overall goal when retailers choose their product assortment? A. Offer products that will appeal to as many segments as possible B. Differentiate the retailer while matching target shoppers' expectations C. Offer as many products as they can fit on the shelves D. Offer the same products as their competitors E. Only choose products that will maximize profits
B.
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function? A. Investor relations B. Development C. Public affairs D. Press relations E. Lobbying
B.
The four elements of a compensation plan for salespeople are __________. A. A fixed amount, a variable amount, stock ownership, and fringe benefits B. A fixed amount, a variable amount, salary, and commission C. A fixed amount, a variable amount, expenses, and fringe benefits D. A fixed amount, a variable amount, expenses, and salary E. A fixed amount, a variable amount, expenses, and commission
C.
Which advertising objective is best suited to maintaining customer relationships and for more mature products? A. Humorous B. Persuasive C. Reminder D. Informative E. Attack
C.
Which of the following accurately describes a company's efforts to engage customers, persuasively communicate customer value, and build customer relationships? A. Advertising and public relations mix B. Direct and digital marketing mix C. Marketing mix D. Personal and direct selling mix E. Promotion mix
C.
Which of the following accurately represents the three characteristics of advertising appeals? A. To be meaningful, to be distinctive, and to use persuasive claims B. To be meaningful, to be believable, and to be memorable C. To be meaningful, to be believable, and to be distinctive D. To be believable, to be distinctive, and to be ethical E. To be meaningful, to be believable, and to generate revenue
C.
Which of the following statements about blogs is correct? A. They are expensive to start and maintain. B. Companies cannot gain insights from their blogs. C. Blogs can be difficult for the company to control. D. For consumers, they are impersonal. E. Blogs are a company-controlled medium.
C.
