MKTG ex4

A _______ is a secondary incentive and is a sum of money that a producer gives to a reseller for each unit the reseller buys after an initial promotional deal is over. A. buy-back allowance B. merchandise allowance C. scan-back allowance D. cooperative advertising E. buying allowance

a

A sunscreen company sends out a press release about its limited-edition products which benefit a nonprofit for skin cancer. Which of the following is the best way for the sunscreen company to measure the impact the public relations message had on attitudes toward the company? A. Measuring attitude levels before and after the campaign B. Performing a content analysis of the message C. Counting the number of media exposures D. Asking consumers for relevant feedback after the campaign E. Examining discussions about the campaign on social media forums

a

Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. The campaign was so successful that Aiden decided to host a press conference to announce the winner. Aiden invited the media to film the event. The CEO of the firm named the finalists and then called out the winner. This all occurred with much fanfare. An illustration of the proposed board game with a short description was provided to reporters to publish in the paper. This campaign is an example of _______. A. public relations B. sales promotion C. advertising D. personal selling E. buzz marketing

a

Ajei is working on a SWOT analysis of a local Mexican restaurant Tres Pimientos in Flagstaff. She writes down that the organization has high customer loyalty, resources for expansion, a large social media following, and strong management. She also writes that the market for salsa products is high and more people are eating out. On the other hand, one major complaint levied against the restaurant is that it is high priced and other casual-dining restaurants with less expensive menu offerings are locating to the city. Still, Ajei believes the restaurant's talented and well-known chef provides it with an advantage that other restaurants do not have. Refer to Scenario 2.1. Which of the following characteristics of the Mexican restaurant represents an opportunity? A. Greater demand for salsa products B. Customer loyalty C. Talented and well-known chef D. Strong organizational resources E. Strong management

a

Angie is the vice president of sales for a marketing analytics company that sells software to analyze social media data and provide predictive analytics. The software has become so complex, a single salesperson can no longer be an expert in every aspect of the product and purchase process. The CEO suggests Angie look into team selling. Which of the following is true about team selling? A. The salesperson takes the lead in the personal selling process, but other members of the team bring their unique skills, knowledge, and resources to the process. B. It involves building mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time. C. It is most effective for mature products that do not have much complexity. D. It is usually suited for salespeople who operate in a highly competitive environment. E. It usually involves the engineer or technical person taking the lead.

a

Constance is partnering with Archie, an engineer, to try and sell a new aerospace product. Constance has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Constance is very eager to make sales. Normally, Constance likes to work alone, but she appreciates Archie's expertise because she thinks his advice on product characteristics and applications will help increase sales significantly. Constance is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Archie will also provide the client organization with assistance on its applications and system design. Refer to Scenario 17.3. Suppose Constance is paid a fixed salary plus a sizable commission based on sales volume. What type of compensation system does Constance have for her personal selling efforts? A. Combination compensation plan B. Team-based compensation plan C. Straight commission compensation plan D. Straight salary compensation plan E. Profit-sharing compensation plan

a

John and his husband Miguel are highly critical of promotion. Recently their son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on television have convinced his son that he must have the bike to be happy. However, Miguel's main concern is that the ads on television are misleading about the features of the bicycle, so he worries their son will be disappointed with the real thing. Refer to Scenario 15.3. John believes that _______. A. promotion creates needs B. promotion costs too much C. promotion is deceptive D. promotion increases prices E. promotion promotes potentially harmful products

a

Jordan is a sales representative for a company that sells drones. He has been working to build mutually beneficial long-term associations with his clients by regularly calling and emailing them. Jordan is confident he understands his clients' challenges and needs. What type of selling is Jordan doing? A. Relationship selling B. Team selling C. Prospecting D. Trade selling E. Training

a

Makara works for a mobile marketing company that provides companies with a way to communicate with guests that frequently visit their stores. After Makara presents his company's services to a prospect, the prospect says that they are concerned about respecting the privacy of their guests. Makara quickly reassures the prospect that the technology is opt-in based, so guests have to provide their phone number and agree that the service can track their purchase behavior. What part of the personal selling process is Makara engaging in? A. Overcoming objections B. Making the presentation C. Following up D. Closing the sale E. Preapproach

a

Mamrie works as a marketer for a big box store. Because Mamrie loves the Economist, she takes out an advertisement in the next issue. However, Mamrie later realizes that middle and lower-income individuals—a significant portion of the target market for her company's product—do not read the Economist. In fact, most do not even read print magazines anymore. Mamrie's campaign suffers from the use of the wrong _______. A. marketing channel B. decoding process C. noise D. encoding E. source

a

Maya is a sales representative for an artificial intelligence company. She attends a trade show and sets up a booth so attendees can learn more about her company. She collects the name and contact information of trade show attendees who visit her booth on an iPad. When she gets back to her office, Maya plans to review the contacts and determine whether they are current or previous clients of her firm, their industry and interests, and whether they are the key decision makers of the businesses. After this, her coworker Alan will call any relevant contacts to create a favorable impression and build rapport. Refer to Scenario 17.1. Alan plans to engage in which step of the personal selling process? A. Approach B. Making the presentation C. Prospecting D. Preapproach E. Overcoming objections

a

Mitch works for Yelp. He helps existing clients optimize their business pages on Yelp so they get maximum exposure. New features are released regularly, so many clients have outdated pages. He informs them of new features and provides personal instruction. Mitch follows up with each client quarterly or as needed just to check in and make sure his clients are getting the most out of Yelp. What role is Mitch most likely in? A. Customer success manager B. Support salesperson C. Trade salesperson D. Technical salesperson E. Inside salesperson

a

Mountain Dew is known for its high customer engagement on social media. Mountain Dew would like to create a sales promotion that would allow customers to have fun. After doing some research, it decided upon a _______ because contestants would be more highly involved even if participation might be somewhat lower. A. consumer contest B. consumer game C. premium D. consumer sweepstakes E. frequent-user incentive

a

Noonsa provides copywriting services for promotions from several clients. Anna works on the artwork for the promotions using copy Noonsa writes. After they are finished, their colleague Rami arranges the artwork and copy. Currently, they are developing a print advertisement that will appear in a magazine. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 16.1. Rami is most likely working on _______. A. layout B. the storyboard C. the headline D. illustrations E. a regional issue

a

Paul owns a small retail store. His store sells local products from farmers and small food and beverage businesses in his store. He has a number of strategic partnerships with different players in the industry and believes his business has the ability to become highly successful. Those customers who have bought from him have become loyal customers and frequently visit the store. The problem is most people do not seem to realize the store exists. He decides to write a marketing plan that will outline the marketing actions he needs to take to spread awareness of his company and attract consumers to his business. Refer to Scenario 2.5. Paul would like his sales for next month to reach $30,000. This is an example of a _______. A. performance standard B. sales analysis C. business-unit goal D. marketing strategy E. strategic plan

a

Samsung sells household appliances to both individual customers through its site as well as through retailers such as Best Buy or Home Depot. Sales have been down lately as LG just came out with a new, popular refrigerator. Samsung wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive appliances. The consumer will receive a form that they will need to fill out and mail to Samsung to receive the money. Samsung also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 17.2. As the scenario describes Samsung agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. This is most likely a _______. A. merchandise allowance B. dealer loader C. free merchandise promotion D. cooperative advertising E. buy-back allowance

a

Samsung sells household appliances to both individual customers through its site as well as through retailers such as Best Buy or Home Depot. Sales have been down lately as LG just came out with a new, popular refrigerator. Samsung wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive appliances. The consumer will receive a form that they will need to fill out and mail to Samsung to receive the money. Samsung also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 17.2. The first type of sales promotion mentioned is a(n) _______ sales promotion. The second type is a _______ sales promotion. A. consumer; trade B. individual; company C. trade; retail D. consumer; reseller E. trade; consumer

a

Shiloh is part of team creating a new advertisement for Bounty paper towels. Shiloh favors showing a large photo of the paper towels cleaning up a spill with the popular tagline, "Quicker Picker Upper." Another team member, Luanne, prefers an advertisement that will describe how Bounty is superior to Brawny, a competitor. Shiloh favors a(n) _______ advertising approach, while Luanne favors a _______ approach. A. reminder; comparative B. institutional; product C. reminder; reinforcement D. reinforcement; pioneer E. comparative; competitive

a

Walmart is requiring more trade sales promotion from Bolthouse Farms, a juice and smoothie company, to keep extensively promoting its products and displaying them on their shelves. Why will Bolthouse Farms most likely comply with Walmart's request? A. Retailers like Walmart have gained considerable power in the supply chain. B. Declines in brand loyalty have made sales promotions aimed at persuading customers to switch brands more effective. C. Heightened concerns about value have made customers more responsive to promotional offers. D. Bolthouse Farms prefers sales promotion over the costlier advertising. E. Retailers like Walmart have become more interested in long-term performance.

a

Which of the following is needed to guide the process of strategic planning to ensure that a concern for customer satisfaction is an integral part of the entire company, thereby leading to the development of successful marketing strategies and planning process? A. Market orientation B. SWOT analysis C. Mission statement D. Market growth/market share matrix E. Marketing objective

a

Xavier is developing a media plan to derive maximum results from his media expenditures. Xavier is using _______ to go beyond human ability to make media decisions by matching the target audience to the right media selection for an effective plan. A. artificial intelligence (AI) B. an objective-and-task approach C. a competition-matching approach D. a consumer jury E. a recognition test

a

Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. What type of promotion is this online contest? A. Advertising B. Sales promotion C. Personal selling D. Public relations E. Buzz marketing

b

Chipotle recently introduced a game called "Cado Crusher" that allowed users to make their own guacamole and appreciate Chipotle's fresh ingredients. After playing, users received a coupon for free guacamole. The game was designed to reinforce consumers' understanding of the quality and freshness of its long-time favorite guacamole. This is an example of what? A. Feedback B. Promotion C. Primary demand D. Noise E. New introductory promotion

b

Constance is partnering with Archie, an engineer, to try and sell a new aerospace product. Constance has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Constance is very eager to make sales. Normally, Constance likes to work alone, but she appreciates Archie's expertise because she thinks his advice on product characteristics and applications will help increase sales significantly. Constance is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Archie will also provide the client organization with assistance on its applications and system design. Refer to Scenario 17.3. What type of sales position is Archie most likely to occupy? A. Inside salesperson B. Technical salesperson C. Trade salesperson D. Customer success manager E. Outside salesperson

b

Every year a small town hosts a popular relay race that gets nationwide attention. One year, Expedia donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 16.3. Expedia's donation of a travel package for the winner of the relay race was most likely an attempt to generate positive _______. A. content marketing B. public relations C. viral marketing D. advertising E. sales promotion

b

Every year a small town hosts a popular relay race that gets nationwide attention. One year, Expedia donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 16.3. Suppose that USA Today writes an article about this year's relay race. This acts as _______ for the small town. A. viral marketing B. publicity C. pioneer advertising D. a feature article E. a press conference

b

Every year a small town hosts a popular relay race that gets nationwide attention. One year, Expedia donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 16.3. The New York Times requested a photo of the winner. They posted the photo on the news website. Underneath they included a brief description of the race and the winner. This is an example of a _______. A. native advertisement B. captioned photograph C. press release D. content marketing tool E. product placement

b

General Motors uses the phrase "precision matters" in an advertisement alongside a photo of a hummingbird to create the analogy that the precision with which this bird pollinates a flower is parallel to the commitment that GM workers have to producing high-quality, well-engineered, and well-manufactured cars and trucks. This is an example of what? A. Feedback B. Encoding C. Marketing channel D. Noise E. Decoding

b

Google has widely posted the following: "to organize the world's information and make it universally accessible and useful." This is most likely a part of Google's _______. A. corporate strategy B. mission statement C. strengths D. marketing plan E. marketing objective

b

High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. High Kicks is engaging in what type of promotion? A. Public relations B. Product placement C. Buzz marketing D. Viral marketing E. Word-of-mouth marketing

b

Identify the advertisement below that most likely appeals to a target audience that is health conscious. A. Pandora highlights its sterling silver and 14K gold jewelry with photos of its diamond encrusted jewelry and the headline, "The Art of You." B. Blue Diamond releases an ad in Shape showing a container of almonds jumping rope with the headline "Get your good going." C. Cozi creates an advertisement for its free family organizer app that helps parents create family schedules. D. GEICO creates an ad that says the company can save consumers 15 percent or more on their car insurance. E. Downy releases an ad for its fabric conditioner featuring a college student in a dormitory and includes a coupon for $1 off in a student newspaper.

b

Margie noticed that sales of her company's newest electric bicycle product are much higher than anticipated. She wants to investigate why this has occurred. Margie first compares the sales to performance standards the company has set for the new product. She examined the firms' efforts, the costs incurred from marketing activities, industry sales as a whole, and competitor sales. After looking at all this data, she determined that the reason for the higher sales was two-fold. Industry sales averages were high, and after some investigation Margie noticed that there has been a major influx in consumers wanting to bike to work or for recreational purposes—much more than anticipated. The electric bicycle they released also had a unique design, and she believes this design—which is patented so rivals cannot replicate it—makes the bicycle more comfortable for bicyclists who bike long distance. Refer to Scenario 2.6. At what stage of the strategic planning process is Margie? A. Managing marketing implementation B. Evaluating marketing strategies C. Developing marketing strategies D. Developing a marketing plan E. Assessing organizational resources and opportunities

b

Margie noticed that sales of her company's newest electric bicycle product are much higher than anticipated. She wants to investigate why this has occurred. Margie first compares the sales to performance standards the company has set for the new product. She examined the firms' efforts, the costs incurred from marketing activities, industry sales as a whole, and competitor sales. After looking at all this data, she determined that the reason for the higher sales was two-fold. Industry sales averages were high, and after some investigation Margie noticed that there has been a major influx in consumers wanting to bike to work or for recreational purposes—much more than anticipated. The electric bicycle they released also had a unique design, and she believes this design—which is patented so rivals cannot replicate it—makes the bicycle more comfortable for bicyclists who bike long distance. Refer to Scenario 2.6. What method of analysis is Margie using? A. Performance assessment B. Sales analysis C. Strategic analysis D. Performance comparison E. Marketing cost analysis

b

Maya is a sales representative for an artificial intelligence company. She attends a trade show and sets up a booth so attendees can learn more about her company. She collects the name and contact information of trade show attendees who visit her booth on an iPad. When she gets back to her office, Maya plans to review the contacts and determine whether they are current or previous clients of her firm, their industry and interests, and whether they are the key decision makers of the businesses. After this, her coworker Alan will call any relevant contacts to create a favorable impression and build rapport. Refer to Scenario 17.1. When she gets back to the office, Maya plans to engage in which step of the personal selling process? A. Prospecting B. Preapproach C. Making the presentation D. Overcoming objections E. Approach

b

Nikkie works in the sales department of a business that sells hair styling pomade for men. For the majority of her workday, Nikkie talks to current customers. Some are individual consumers, while others are wholesalers that will resell the products. Most of Nikkie's job involves taking reorders from the customers. Sometimes she also follows up with a phone call to ensure the products were delivered on time. Nikkie is most likely a(n) _______ focused on _______. A. customer success manager; new-business sales B. inside salesperson; current-customer sales C. support salesperson; new-business sales D. technical salesperson; current-customer sales E. trade salesperson; current-customer sales

b

Procter & Gamble's Tide laundry detergent has a dominant share of the detergent market in the United States. It makes $4.5 billion in sales of this detergent brand. However, the detergent market has reached market saturation in the United States. With this information, what type of product is Tide based upon the Boston Consulting Group's market growth/market share matrix? A. Dog B. Cash cow C. Pig D. Question mark E. Star

b

Rory is hiring a part-time graphic designer who will exclusively work on corporate identity materials for her company. Which of the following should the graphic designer have experience designing? A. Institutional advertising B. Business cards C. Facebook ads D. Storyboards E. Coupons

b

Subway creates a paid promotion featuring a different 6-inch sub of the day each day of the week. The sub of the day is only $3.50. Subway utilizes the radio to spread the word. Which promotion method is Subway using? A. Public relations B. Advertising C. Personal selling D. Sales promotion E. Buzz marketing

b

The United Way, a nationwide nonprofit, recently hired a new top executive. He is currently occupied with refining the scope of the organization and assessing its resource deployment, competitive advantages, and overall coordination of functional areas. The United Way's executive is focusing on _______. A. business-unit strategy B. corporate strategy C. marketing strategy D. SWOT analysis E. mission statement

b

Tyler owns a jewelry business and would like to get more customers. His ideal form of promotion would be a local television advertisement. However, he decides it costs too much for him to go that route. He decides to place an ad instead on Facebook at a fraction of the cost. What is Tyler's reason for choosing this form of promotion? A. Characteristics of the product B. Promotional resources C. Marketing objectives D. Availability of promotion methods E. Characteristics of the target market

b

Wells Fargo's cross-selling scandal resulted in the creation of millions of fake accounts, betraying the trust of its customers. Wells Fargo has launched a series of campaigns to reestablish its credibility as a trusted bank. If Wells Fargo wants to identify changes in public opinion impacting the firm, it should conduct _______. A. an environmental audit B. environmental monitoring C. a social audit D. an aided recall test E. a communications audit

b

AfterShokz releases an advertisement for its Titanium model of wireless stereo headphones. The ad highlights that they are lightweight and comfortable and allow for crystal clear calling. This is most likely to be what type of advertising? A. Institutional advertising B. Comparative advertising C. Product advertising D. Competitive advertising E. Pioneer advertising

c

Amazon's Echo product line of smart speakers has 61 percent of a market that has grown from 47 million speakers to 66 million speakers in just one year. With this information, what type of product is the Echo speaker based upon the Boston Consulting Group's market growth/market share matrix? A. Question mark B. Dog C. Star D. Cat E. Cash cow

c

Capital One coordinates its marketing efforts to continually set the message that its airline reward miles have no blackout dates. Both its print and television advertisements feature Jennifer Garner. Which of the following is the major goal of integrated marketing communication (IMC) in regard to its marketing messages? A. Validity B. Reliability C. Consistency D. Profitability E. Flexibility

c

Dyson released a new hairdryer made with advanced technology. Evelyn is in charge of sales promotion. After examining the types of sales promotion that would be most effective, she chooses a _______. Although labor costs will be high, she knows it has proven to be a highly effective way of selling appliances. A. point-of-purchase display B. premium C. demonstration D. free sample E. money refund

c

Hank's small restaurant business is doing extremely well, and it often has hours-long waits at peak dining times. Hank thinks it is time to grow the business by opening new restaurants to take advantage of his success. He has begun the strategic planning process and has set the following objective for his company: grow the business by 10 percent in one year. What's wrong with Hank's marketing objective? A. It should be consistent with business-unit and corporate strategies. B. It should be expressed in clear, simple terms. C. It should be measurable. D. It should specify a time frame for its achievement. E. It should be comparable to rival firms.

c

IHOP (International House of Pancakes) announced it would change its name to IHOb (International House of Burgers). While the temporary stunt received both positive and negative attention from consumers as well as the media, the campaign was intended to be a fun _______ tool to draw attention to IHOP's burger selection. A. search advertising B. content marketing C. public relations D. sales promotions E. advertising

c

Janet works for an email marketing software company and sets up a booth at a digital marketing trade show. Interested representatives from different firms can talk with Janet about the products her company offers. Janet encourages each person that stops by to fill out a form with their information on it so her company can send them more information about their products as well as promotional opportunities. Janet is using this promotional technique to _______. A. facilitate reseller support B. reduce sales fluctuations C. identify prospects D. create product awareness E. retain loyal customers

c

Jeff works in the sales department of a large firm that sells to retailers. His main duties are to help clients restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers. Jeff is most likely a(n) _______. A. customer success manager B. inside order taker C. trade salesperson D. outside salesperson E. technical salesperson

c

Kevin and Tayshia both manage accounts for their company. Kevin is based at the company's headquarters and takes orders, follows up on deliveries, and provides technical information. Tayshia engages in personal selling through face-to-face interactions by visiting clients regularly and prospecting new clients regularly. Kevin is likely a(n) _______ while Tayshia is a(n) _______. A. outside salesperson; outside salesperson B. customer success manager; outside salesperson C. inside salesperson; outside salesperson D. inside salesperson; current-customer sales E. trade salesperson; inside salesperson

c

LOFT sends out a cents-off offer to its email subscribers to push sales. The next day, LOFT sends another. Overuse of cents-off offers might lead to what? A. Less brand loyalty B. Complicated redemption C. A cheapened brand image D. Misredemption E. Fraud

c

Marty works at an organization with a clear chain of command. The major decisions are relegated to top managers. Marty and his co-workers have strict performance standards. Managers at his organization monitor the work of employees to make sure they are staying on track. What type of organization is Marty's company? A. Decentralized B. Customer-oriented C. Centralized D. Bureaucratic E. Laissez-faire

c

Maya is a sales representative for an artificial intelligence company. She attends a trade show and sets up a booth so attendees can learn more about her company. She collects the name and contact information of trade show attendees who visit her booth on an iPad. When she gets back to her office, Maya plans to review the contacts and determine whether they are current or previous clients of her firm, their industry and interests, and whether they are the key decision makers of the businesses. After this, her coworker Alan will call any relevant contacts to create a favorable impression and build rapport. Refer to Scenario 17.1. At the trade show, Maya is engaging in which stage of the personal selling process? A. Approach B. Making the presentation C. Prospecting D. Preapproach E. Closing the sale

c

OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled "Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed format but also included links to download the OkCupid app. Refer to Scenario 16.2. OkCupid wanted to know how effective its campaign was. It decided to survey BuzzFeed readers to measure how well they remembered the advertisement. OkCupid is currently in the _______ stage of the advertising campaign and is interested in implementing a _______. A. creating the advertising message; consumer jury B. determining the advertising appropriation; unaided recall test C. evaluating advertising effectiveness; posttest D. choosing the advertising platform; posttest E. developing the media plan; pretest

c

Paul owns a small retail store. His store sells local products from farmers and small food and beverage businesses in his store. He has a number of strategic partnerships with different players in the industry and believes his business has the ability to become highly successful. Those customers who have bought from him have become loyal customers and frequently visit the store. The problem is most people do not seem to realize the store exists. He decides to write a marketing plan that will outline the marketing actions he needs to take to spread awareness of his company and attract consumers to his business. Refer to Scenario 2.5. Paul is at the stage of his marketing plan where he needs to gather information about his firm's situation with respect to the market. A major part of this is his assessment of target markets. Which section is he about to write? A. SWOT analysis B. Marketing objectives C. Environmental analysis D. Marketing strategies E. Executive summary

c

Paul owns a small retail store. His store sells local products from farmers and small food and beverage businesses in his store. He has a number of strategic partnerships with different players in the industry and believes his business has the ability to become highly successful. Those customers who have bought from him have become loyal customers and frequently visit the store. The problem is most people do not seem to realize the store exists. He decides to write a marketing plan that will outline the marketing actions he needs to take to spread awareness of his company and attract consumers to his business. Refer to Scenario 2.5. Paul is conducting a SWOT analysis and has identified his opportunities, threats, and strengths. What is his store's primary weakness? A. Failure to identify the target market B. Supplier dissatisfaction C. Customers' lack of awareness of the store D. Customers' dissatisfaction E. Supplier satisfaction

c

PepsiCo launched a massive sustainability campaign involving water conservation and rain forest preservation. It wants to create an image of being a strong corporate citizen. After the campaign, PepsiCo wants to measure the extent to which its stakeholders view it as being ethical and socially responsible. What should PepsiCo conduct? A. A communications audit B. A public relations audit C. A social audit D. An ethical audit E. An environmental audit

c

Rhiannon is an inside sales representative at a natural cosmetics company. She recently sold a new primer the company released to many clients. However, the pump on the primer bottle does not work properly. Investigation shows the error stems from the manufacturer of the pump. Rhiannon's sales manager had pressured Rhiannon to sell this new product, and now Rhiannon is worried that this is not an isolated incident. In this case, there could be a major recall, and the firm's CEO would have to get involved. If a client is highly dissatisfied and wants to express discontent, who are they most likely to contact first? A. The organization as a whole B. The manufacturing factory C. Rhiannon D. The CEO E. Rhiannon's sales manager

c

The Coca-Cola Company introduced a low-sugar, high-protein, lactose-free dairy milk product called Fairlife. For Coca-Cola, Fairlife milk products represent which of the following growth strategies? A. Product development B. Product penetration C. Diversification D. Market development E. Market penetration

c

The J.Crew Ludlow Suit collection capitalizes on its positioning as "style with a substance." This is most likely the _______ for this particular J.Crew product line. A. advertising appropriation B. advertising media plan C. advertising platform D. advertising objective E. advertising campaign

c

The mayor of a major city held a press conference to comment on changes to a local ordinance and explain how it would affect the city. During the press conference, interested citizens could use Twitter to submit questions for a live Q&A. The mayor's staff monitored the questions and selected some of them for the mayor to answer during the press conference. The Q&A will be published later on the mayor's blog. This can best be described as _______. A. word-of-mouth communication B. personal selling C. integrated marketing communications D. a push policy E. viral marketing

c

Which of the following is probably the most important decision a company makes during the strategic planning process? A. Creating the marketing mix B. Developing a marketing strategy C. Choosing a target market D. Conducting a SWOT analysis E. Evaluating marketing performance

c

Which of the following sites has likely been the most useful for marketers wanting to engage in viral marketing? A. Netflix B. Amazon C. YouTube D. Wikipedia E. Pandora

c

A boutique is open Monday through Saturday from 9 a.m. to 6 p.m. The store usually has some type of sales promotion during the weekdays but rarely offers them on Saturdays. This promotional strategy is most likely because the owner wants to _______. A. create product awareness B. facilitate reseller support C. identify prospects D. reduce sales fluctuations E. retain loyal customers

d

After slumping sales, Joe needs to create an advertisement. He depends heavily on local TV and radio stations for copywriting, artwork, and advice about scheduling media. Joe most likely works at a(n) _______. A. consulting firm B. large firm C. public relations agency D. very small firm E. advertising agency

d

Ajei continues to work on the marketing strategy for Tres Pimientos. Tres Pimientos was successful in selling 16-ounce jars of salsa in its restaurant. In fact, demand for the jars of salsa is so high that Ajei believes Tres Pimientos should try to expand and start selling in stores and online. She believes Tres Pimientos salsa has the potential for enormous growth, perhaps even more so than the actual restaurant. Refer to Scenario 2.3. Ajei's manager is skeptical. Such an investment would require a manufacturing facility, a larger marketing budget, and salespeople who would be able to get the salsa onto store shelves. However, Ajei maintains that Tres Pimientos's secret salsa recipe provides it with a core competency. The market for salsa is also strong. She believes this provides Tres Pimientos with a chance to match its core competency to market opportunities, otherwise known as a(n) _______. A. first-mover advantage B. optimal fit C. late-mover advantage D. competitive advantage E. strategic window

d

Ajei's manager believes that Tres Pimientos can gain an advantage over competing Mexican restaurants in the area by capitalizing on the growing demand for salsa. He believes the firm's top-secret salsa recipe could be the key to expanding into another market niche. The manager has proposed developing a line of its salsas in 16-ounce jars to sell at its restaurant. This way its loyal customers could buy its salsa outright and serve it at home. Ajei has been tasked with determining the feasibility of this strategy. Refer to Scenario 2.2. What type of competitive growth strategy is Ajei's manager discussing? A. Market development B. Market penetration C. Product penetration D. Product development E. Diversification

d

Because Brianna loves Chinese food, she was eager to check out a new Chinese restaurant. The restaurant had undertaken a large-scale promotional campaign, with television commercials, glossy magazine ads, and large billboards. However, when she talked to two of her friends, they told her the service was terrible and quality was poor. Based on these recommendations, Brianna decided it was not worth it to try out the restaurant. The Chinese restaurant failed to realize the importance of _______. A. buzz marketing B. publicity C. push policies D. word-of-mouth marketing E. electronic marketing

d

Cotton Incorporated frequently runs advertisements for clothing made from cotton with the tagline, "the fabric of our lives." Their ads do not promote any brand in particular. Cotton Incorporated is trying to stimulate _______. A. product trial B. selective demand C. new introductory promotion D. primary demand E. awareness

d

High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. Based on the scenario, what is High Kicks' most likely objective for the promotion of its new brand? A. Combating competitive promotional efforts B. Retaining loyal customers C. Facilitating reseller support D. Creating awareness E. Stimulating demand

d

How does a sustainable competitive advantage differ from a competitive advantage? A. A sustainable competitive advantage occurs when the company takes advantage of temporary periods of optimal fit between the key requirements of a market and the particular capabilities of a company competing in that market. B. A sustainable competitive advantage is when a company matches a core competency to opportunities in the marketplace. C. A sustainable competitive advantage lasts forever. D. A sustainable competitive advantage is one that competitors cannot copy in the immediate future. E. A sustainable competitive advantage has an environmental focus.

d

It is a year later. Ajei's manager decided that the company would develop a salsa business. Ajei has been in a flurry of activity since then. Not only did the company have to invest in a building and equipment, but she has had to develop marketing strategies for the new salsa business. The marketing strategies are now complete and ready to be put into action. Ajei was placed in charge of marketing implementation. She has spent several months organizing the marketing unit, training employees, coordinating the marketing staff, developing a social media plan, and communicating the goals and objectives of the strategy. Refer to Scenario 2.4. What is the next step Ajei should take to implement the marketing strategy? A. Creating the marketing mix B. Evaluating the marketing strategy C. Undertaking a SWOT analysis D. Establishing a timetable for implementation E. Establishing performance standards

d

John and his husband Miguel are highly critical of promotion. Recently their son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on television have convinced his son that he must have the bike to be happy. However, Miguel's main concern is that the ads on television are misleading about the features of the bicycle, so he worries their son will be disappointed with the real thing. Refer to Scenario 15.3. Miguel believes that _______. A. promotion increases prices B. promotion costs too much C. promotion creates needs D. promotion is deceptive E. promotion promotes potentially harmful products

d

Margie noticed that sales of her company's newest electric bicycle product are much higher than anticipated. She wants to investigate why this has occurred. Margie first compares the sales to performance standards the company has set for the new product. She examined the firms' efforts, the costs incurred from marketing activities, industry sales as a whole, and competitor sales. After looking at all this data, she determined that the reason for the higher sales was two-fold. Industry sales averages were high, and after some investigation Margie noticed that there has been a major influx in consumers wanting to bike to work or for recreational purposes—much more than anticipated. The electric bicycle they released also had a unique design, and she believes this design—which is patented so rivals cannot replicate it—makes the bicycle more comfortable for bicyclists who bike long distance. Refer to Scenario 2.6. Margie's company's electric bicycle, which is patented so that rival firms cannot replicate it, has a _______. A. first-mover advantage B. late-mover advantage C. competitive advantage D. sustainable competitive advantage E. strategic window

d

Netflix has been working on what it believes is a revolutionary new technology for video streaming. The company is ready to showcase this technology. It knows this is a major news event and wants to get as much exposure as possible. Which public relations tool would probably be best for Netflix to use to announce this major news event? A. News release B. Captioned photograph C. Feature article D. Press conference E. Event sponsorship

d

Ring, a smart home security company, wants to develop a campaign for its latest doorbell model. Before it can do anything else, Ring must _______. A. define advertising objectives B. determine the type of media C. decide between advertising and public relations D. identify and analyze the target audience E. create the advertising platform

d

Sarah's startup which sells smart home devices has a growing sales force across the country. It's finally time to divide the sales territories. When creating sales territories, Sarah should try to create territories _______. A. that focus on urban areas B. with similar shapes C. that are the same size D. with similar sales potential E. that are geographically divisive

d

Stonybrook Organics—famous for its organic yogurt—came out with an advertisement that showed an idyllic setting of a cow resting comfortably in front of a barn. The headline read, "Grant a Farmer's Wish." The Stonyfield logo was at the top left. This is most likely to be what type of advertising? A. Product advertising B. Competitive advertising C. Pioneer advertising D. Institutional advertising E. Comparative advertising

d

Which of the following is an advantage of being a late mover in the market? A. High switching costs consumers may experience B. The chance that products will be protected by patents C. Costs of marketing plan implementation D. Ability to benefit from first movers' mistakes E. Large outlays associated with creating a new product

d

Which of the following is an example of public relations? A. The Container Store provides hundreds of hours of employee training to enhance customer service. B. Macy's sends out notices through its mobile app informing consumers of its super sale on July 4. C. Samsung creates a funny video that indirectly pokes fun at its competitor Apple. D. Target puts up a placard with the names and photos of employees recognized for exceptional service. E. Patagonia pays for communication in a magazine.

d

Which of the following most likely constitutes buzz marketing? A. Five Guys is considering updating its slogan to appeal to a younger demographic of consumers. B. Five Guys posts a sign outside of its restaurants advertising a new lunch special. C. Five Guys engages in a consumer game in which consumers receive board game prize stickers that come with the food they order. D. Five Guys uses chalk to draw out a giant professional-looking drawing of fries complete with the Five Guys logo on the boardwalk of a big city. E. Five Guys partners with Farmville to feature a "Five Guys Farm" as part of the social media game for a limited time.

d

Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. In order to communicate the message, Aiden had to convert his message into writing that represented the ideas he was trying to get across. Aiden is the _______ of the message, and he is involved in _______. A. receiver; encoding B. communications channel; decoding C. source; decoding D. source; reducing noise E. source; encoding

e

Alexa works for an engineering firm that is about to change its slogan. While Alexa did not plan to announce the change, the company's public relations agency suggests a single page _______ explaining the change in order to spread the word. A. advertisement B. feature article C. captioned photograph D. press conference E. news release

e

Barry is in charge of implementing his unit's marketing strategy, and he is currently engaged in establishing a timetable for implementation activities. Which of the following is Barry's final step in establishing an implementation timetable? A. Identifying the activities to be performed B. Separating the activities to be performed in sequence from those to be performed simultaneously C. Organizing the activities in the proper order D. Determining the time required to complete each activity E. Assigning responsibility for completing each activity to one or more employees, teams, or managers

e

Constance is partnering with Archie, an engineer, to try and sell a new aerospace product. Constance has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Constance is very eager to make sales. Normally, Constance likes to work alone, but she appreciates Archie's expertise because she thinks his advice on product characteristics and applications will help increase sales significantly. Constance is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Archie will also provide the client organization with assistance on its applications and system design. Refer to Scenario 17.3. Suppose Constance is paid by the sale, so her compensation depends entirely upon her sales during a given period. What type of compensation system does Constance have for her personal selling efforts? A. Profit-sharing compensation plan B. Straight salary compensation plan C. Team-based compensation plan D. Combination compensation plan E. Straight commission compensation plan

e

Damian works at Ulta. A customer approaches him and mentions they saw an advertisement for a new eyeshadow palette that just came out. Damian informs the customer that the store is sold out but will get a new shipment in two weeks. Damian also informs the customer the store has several eyeshadow palettes that are very similar and leads them to a product that he feels will meet their needs. Damian is engaging in _______. A. public relations B. prospecting C. advertising D. sales promotion E. personal selling

e

Emerald Nuts released an advertisement describing the health benefits and nutritional value of different nut varieties such as cashews and peanuts. Emerald's objective for this promotion is most likely to _______. A. retain loyal customers B. stimulate selective demand C. create awareness D. encourage product trial E. stimulate primary demand

e

High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. The type of promotional activity used is based on _______. A. characteristics of the product B. costs and availability of promotional methods C. push and pull policies D. promotional resources, objectives, and policies E. characteristics of the target market

e

J. J. Watt, an NFL player, was featured in a Reebok and Finish Line print advertisement. The ad includes a photo of J. J. Watt and large text that reads, "Make an Imprint." Toward the bottom of the ad it says "Available at Finish Line" in small print with a link to Finish Line's website and a Finish Line logo. In the upper right corner is a Reebok logo with small text underneath that reads "Be more human." Which of the following is most likely to be the headline? A. J. J. Watt's photo B. "Be more human" C. "Available at Finish Line" D. The Reebok logo E. "Make an Imprint"

e

Kya has a great relationship with retailers who sell her company's diamond engagement rings. Lately, one jewelry store has seemed reluctant to order more rings. According to the retailer, it does not seem to experience enough sales from their rings to justify selling them. Kya's firm tells the retailer that it will include a sterling silver tray with its next shipment of rings if the retailer will commit to purchasing one more shipment of their newest engagement rings and display the rings on the tray for at least a week. This is an example of a _______. A. dealer listing B. merchandise allowance C. push money D. free merchandise E. dealer loader

e

L'Oréal engages in _______ on MTV's The Hills: New Beginnings by strategically featuring their makeup products being used by cast members to reach the product's target markets. A. product integration B. buzz marketing C. word-of-mouth communication D. viral marketing E. product placement

e

Margie noticed that sales of her company's newest electric bicycle product are much higher than anticipated. She wants to investigate why this has occurred. Margie first compares the sales to performance standards the company has set for the new product. She examined the firms' efforts, the costs incurred from marketing activities, industry sales as a whole, and competitor sales. After looking at all this data, she determined that the reason for the higher sales was two-fold. Industry sales averages were high, and after some investigation Margie noticed that there has been a major influx in consumers wanting to bike to work or for recreational purposes—much more than anticipated. The electric bicycle they released also had a unique design, and she believes this design—which is patented so rivals cannot replicate it—makes the bicycle more comfortable for bicyclists who bike long distance. Refer to Scenario 2.6. Margie believes this is the optimal time to seize upon this opportunity. Through the bike's patented design, her company has capabilities that fit the unique demands of this growing market. Margie wants to capitalize on this opportunity before these market trends have a chance to change. This period for Margie's firm is known as a _______. A. competitive advantage B. core competency C. product opportunity D. sales boost E. strategic window

e

Noonsa provides copywriting services for promotions from several clients. Anna works on the artwork for the promotions using copy Noonsa writes. After they are finished, their colleague Rami arranges the artwork and copy. Currently, they are developing a print advertisement that will appear in a magazine. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 16.1. Noonsa, Anna, and Rami most likely work at a(n) _______. A. editing organization B. temp agency C. consulting firm D. public relations agency E. advertising agency

e

OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled "How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed format but also included links to download the OkCupid app. Refer to Scenario 16.2. What type of advertising is OkCupid using? A. Pioneer B. Advocacy C. Institutional D. Comparative E. Native

e

Samsung sells household appliances to both individual customers through its site as well as through retailers such as Best Buy or Home Depot. Sales have been down lately as LG just came out with a new, popular refrigerator. Samsung wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive appliances. The consumer will receive a form that they will need to fill out and mail to Samsung to receive the money. Samsung also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 17.2. As the scenario describes, Samsung plans to create a sales promotion in which it will send a specified amount of money to consumers who purchase one of Samsung's more expensive appliances. This is most likely a _______. A. buy-back allowance B. cents-off offer C. money refund D. coupon E. rebate

e

Verizon releases advertising that informs users that it is "America's #1 Internet Service Provider." This is an example of _______. A. comparative advertising B. institutional advertising C. reinforcement advertising D. pioneer advertising E. competitive advertising

e

When Gillette released a controversial ad endorsing the #MeToo movement and challenging men to behave better toward women, Gillette was able to gauge the reaction to its ad immediately through social media. Many people tweeted or messaged Gillette with their thoughts. This is an example of what? A. Encoding B. Channel capacity C. Decoding D. Noise E. Feedback

e

Which of the following best represents noise in the communication process? A. The failure to have a desired product in stock B. The failure of the receiver to listen to the message C. A loud sound that startles an in-store consumer D. When the receiver refuses to provide relevant feedback E. The use of technical jargon the receiver doesn't understand

e

Which of the following is a disadvantage of being a first mover in the market? A. The chance that products will be protected by patents B. Inability to accurately predict performance standards C. High switching costs consumers may experience D. Costs of marketing plan implementation E. Large outlays associated with creating a new product

e

Why might a marketer want to engage in marketing cost analysis? A. To evaluate the firm's strengths and weaknesses B. To help outline how the company will achieve its objectives C. To reflect the market's reaction to the marketing mix D. To determine how much the company will charge customers E. To allocate the firm's marketing resources better in the future

e