MKTG Exam #2 quizzes 7-12
Print ads are no longer effective in today's world. True or False
False
The Communications Triangle encompasses more than just promotional interactions. True or False
True
Which of these is not a goal covered by Public Relations Advertising? a. Action b. Interest c. Desire d. Awareness
a. Action
Rachel goes to Walmart to buy groceries, and checks out with a cashier. When Rachel hands her cash to the Walmart employee, what kind of interaction has taken place? a. Machine Summons b. Traditional Interactions c. Human customer, Machine service provider d. Automated Service Delivery
b. Traditional Interactions
Which social media platform has the widest customer base? a. Twitter b. YouTube c. Facebook d. LinkedIn
c. Facebook
In the Transactional Model of Communication, who fulfills the role of the Sender? a. Retailers b. Consumer c. Marketer d. Market forecast
c. Marketer
Which of these does not happen in a "smart industry"? a. greater use of techniques from other fields b. more complex pricing c. greater subtlety of pricing options d. companies fight with price only
d. companies fight with price only
A "brand" is confined to the physical name or logo associated with the firm. True or False
False
All promotional tools are equally effective in all promotional situations. True or False
False
Face-to-face communication is necessary for true "frontline" transactions. True or False
False
It is common for consumers to go past the first page of their Google search. True or False
False
Online display advertising is exactly the same as pay-per-click. True or False
False
Only Gen X and millennial demographics are represented on social media. True or False
False
Only certain demographics can be reached using Facebook. True or False
False
Repetition of primary keywords is the only requirement for moving a firm up on Google's search engine rankings. True or False
False
Seeing a brand can cause consumers to automatically think of the attributes of the firm. True or False
False
Small changes in price do not have a very large impact on bottom line profits. True or False
False
Standard webpage views are optimal for mobile access. True or False
False
Technology has had little impact on organizational frontlines in most industries. True or False
False
The immediate goal of all advertising is to make exchange happen. True or False
False
The message put in place by the Sender is always identical to the message received by the Receiver. True or False
False
When creating a brand map, a word cloud is always more useful than a table. True or False
False
You do not need to understand margin and markup if you are using value-based pricing. True or False
False
An effective relationship in supply chain can be represented by vertical supply chains. True or False
True
It is easier to determine the effectiveness of sales promotions than advertisements. True or False
True
Mark-up can be greater than 100%. True or False
True
Public Relations are generally believed more so than advertisements. True or False
True
Some people innately have more of a customer orientation than others. True or False
True
The Cadbury commercial in the video lecture is an example of how advertisements have the ability to improve a company's reputation. True or False
True
The companies who utilize mobile marketing to its fullest potential are using many platforms in addition to mobile. True or False
True
Value-based pricing will always be more profitable than cost-based pricing. True or False
True
What is a landing page? a. A special page specifically for people who click on your ad b. The web homepage c. The sales section d. A page devoted to a certain product
a. A special page specifically for people who click on your ad
Why do firms use SEO? a. All companies want to have the #1 ranking on Google b. All companies want to reduce their web traffic c. SEO is required for firms by ONET d. Only the most competitive companies use SEO
a. All companies want to have the #1 ranking on Google
Which of these is the best example of display advertising? a. Banner advertisement b. A billboard c. Broadcast d. Email promotion
a. Banner advertisement
An agreement whereby a company permits another organization to use its brand on other products for a fee is defined as: a. Brand licensing b. Joint venture c. Brand Addition d. Franchising
a. Brand licensing
The example of the purchase of the PanAm brand demonstrates how: a. Brands can have value beyond the book value of the firm b. Promotional advertising can save a business c. Brands are unable to expand past their original industries d. Brands are worthless without assets as collateral
a. Brands can have value beyond the book value of the firm
Assume that Netflix has introduced a new bundle service for their streaming services. Bundle 1 includes a base price of $9 to cover 25 hours of streaming for the month and variable price of $0.10 for every 30 minutes over that 25 hours. Bundle 2 includes no base price, but a variable price of $0.25 for every 30 minutes of streaming per month. When a consumer attempts to decide which bundle to use, what is he or she determining? a. Breakeven point b. Value of the brand c. Effectiveness of bundling d. Price elasticity
a. Breakeven point
Pizza Hut is an example of what type of vertical marketing system? a. Contractual b. Corporate c. None b. Administered
a. Contractual
Which vertical marketing system is a formal agreement between the levels of distribution or production channel to coordinate the entire process? a. Contractual b. Corporate c. Administered d. None of these
a. Contractual
What is NOT something a company should consider when choosing a vertical marketing system? a. Convenience b. Provide the perspective buyer with what they want c. Most profitable d. Best coverage the company's target market
a. Convenience
A nonprofit that provides education for underserved communities is looking to run a new promotion. The company is deciding to either provide several statistics or a single, personal story from a student relying on funds. Out of the following, which part of the SUCCESS model would the personal story best encompass? a. Emotion b. Unexpected c. Credibility d. Simplicity
a. Emotion
Addi is driving from Stillwater to Dallas, and sees a McDonald's sign with golden arches (but no words). She automatically begins to think of her hunger. What kind of cue activated this thought? a. External cue b. Detrimental cue c. Internal cue d. Coercive cue
a. External cue
What is defined as the communications between the company and its customers? a. External promotion b. Interactive communication c. Active advertising d. Internal promotion
a. External promotion
What is the definition of Public Relations? a. Form of external promotion through channels perceived to be noncommercial b. Form of external price promotion c. The least effective commercial strategy d. Form of internal promotion through any and all channels
a. Form of external promotion through channels perceived to be noncommercial
Which of these is not a characteristic of a good landing page? a. Full company information b. Quality content offer c. Simple form d. Clear offer
a. Full company information
What is the main difference between advertisements and sales promotions? a. Goal: of long-term or immediate payoff b. Methods: print or technology-based c. Goal: of increasing sales or decreasing necessary employees d. Methods: using frontline employees or management
a. Goal: of long-term or immediate payoff
A change in price in an elastic market is likely to show _______ change in demand when compared to a similar change in an inelastic market. a. Greater b. Smaller c. Equal d. Variable
a. Greater
What is determined by the default bid aspect of setting up a pay-per-click ad? a. How much the firm pays per click b. The firm's budget per week c. Keyword popularity d. Effectiveness of landing page
a. How much the firm pays per click
When determining which social media platform to use for marketing, what should marketing professionals consider? a. How the platform fits with your product b. Pay-per-click advertisements c. What is "cool" or trendy d. Which platforms are most convenient for the firm
a. How the platform fits with your product
Unilever houses many brands, such as SlimFast nutrition drinks, Dove soap, and Skippy peanut butter, that all sell different products. What branding strategy is used here? a. Individual branding b. Institutional branding c. Umbrella branding d. Sub-branding
a. Individual branding
Companies on social media should remember to: a. Interact with followers b. Provide sales pitches only c. Reply angrily to frustrated consumers d. Post and disappear
a. Interact with followers
What is the first step in strategic pricing? a. Knowing how your industry behaves b. Financing large projects c. Increasing the marketing budget d. Knowing the price of your competitors
a. Knowing how your industry behaves
Marketers tend to spend _________ on out-of-home advertisements compared to other methods. a. Less b. Inconclusive amounts c. The same d. More
a. Less
Which of these situations would Twitter be best for? a. Live reporting b. Video sharing c. Researching an article d. Planning for the future
a. Live reporting
Book value of assets + Brand equity = a. Market value of brand b. Consumer share of brand c. Market share in industry d. Price of brand
a. Market value of brand
Which of these is not a form of a sharing economy? a. P2B b. B+P c. B2P d. P2P
a. P2B
What is defined as responsiveness of demand to changes in price? a. Price elasticity b. Price variation c. Demand sensitivity d. Cost benefit
a. Price elasticity
Which of these is not an example of print media advertising? a. Radio b. Newspapers c. Magazines d. Directories
a. Radio
Which market intermediary works directly with the customer? a. Retailers b. Distributors c. Wholesalers d. Agents and Brokers
a. Retailers
In its simplest form, a Price Promotions is known as a(n): a. Sale b. Gift c. Advertisement d. Rebate
a. Sale
What is a sales promotion? a. Short term external promotion tactic designed to influence immediate purchase b. Price cuts only c. A synonym for advertising d. Long term external promotion tactic designed to influence future purchase
a. Short term external promotion tactic designed to influence immediate purchase
When the company first started, Southwest's message in advertisements and managerial actions clearly communicated its commitment to low prices. What is this the best example of? a. Simplicity b. Concreteness c. Unexpectedness d. Emotion
a. Simplicity
Social media marketing, when compared to normal social media use, uses the platform: a. Strategically b. Passively c. More often d. Aggressively
a. Strategically
When will a firm's ad show up the most often? a. The firm creates different ads for different sizes b. The firm only has one size ad c. The firm creates a bold, colorful ad d. The firm connects with Bing rather than Google
a. The firm creates different ads for different sizes
Which of these types of interactions is the only one where human interaction is absolutely necessary? a. Traditional Interactions b. Machine Service Provider c. Machine Summons d. Automated Service Delivery
a. Traditional Interactions
Which of these is an important characteristic of YouTube? a. Video-based search engine b. Forward-looking c. Business to business marketing b. 140-character limit
a. Video-based search engine
What is Spreading Activation? a. When nodes are energized and brought into working memory b. An external cue c. When consumers spread brand knowledge through conversation d. The creation of new nodes
a. When nodes are energized and brought into working memory
The acronym LAURA helps us to analyze and adjust when: a. a product or service has disappointed the consumer b. a product or service has exceeded expectations of consumers c. consumers are belligerent with frontline employees d. employees have provided poor customer service
a. a product or service has disappointed the consumer
Which of these is not a type of brand association? a. brand memories b. brand attitudes c. brand attributes d. brand benefits
a. brand memories
When a supervisor doesn't emphasize the importance of customer satisfaction, employees with higher customer orientation: a. perform fewer customer service behaviors than they might have b. perform more customer service behaviors than they might have c. all supervisors surveyed emphasized the importance of customer satisfaction d. perform a varied amount of customer service behaviors
a. perform fewer customer service behaviors than they might have
The brand name must provide _________ meaning for the product. a. secondary b. primary c. institutional d. tertiary
a. secondary
Brands marketed as more luxury options (such as Lexus) are likely to utilize ______ distribution intensity. a. selective b. intensive c. broad-coverage d. strategically placed
a. selective
What is the key difference between cost-based pricing and value-based pricing? a. where you start the process b. weight placed on customer service c. how you value each layer of business d. focus on quantity vs. focus on quality
a. where you start the process
A grocer has purchased a truckload of frozen dinners for $3 each. The grocer operates on a margin of 30% for frozen food items. What is the retail price to the consumer? a. $3.35 b. $4.29 c. $5.78 d. $2.60
b. $4.29
What is the definition of Advertising? a. A form of external promotion with sellers, paid for by the consumer b. A form of external promotion with customers, paid for by the seller c. A form of internal promotion with customers, paid for by the seller d. A form of internal promotion with employees, paid for by the seller
b. A form of external promotion with customers, paid for by the seller
A real-estate company is an example of what market intermediary? a. Distributor b. Agent/Broker c. Wholesaler d. Retailer
b. Agent/Broker
Which market intermediary sells products for a commission? a. Retailers b. Agents and Brokers c. Wholesalers d. Distributors
b. Agents and Brokers
_______ is not about what we put into our product, it's what our customers get out of it. a. Marketing b. Answer Value c. Price d. Evaluation
b. Answer Value
Which of these is not an example of broadcast advertising? a. Radio advertisement b. Billboard advertisement c. All of these are examples of broadcast advertising d. TV advertisement
b. Billboard advertisement
The added value delivered by the brand over the functional benefits or book value is called: a. Brand Interest b. Brand Equity c. Brand Evaluation d. Brand Recognition
b. Brand Equity
What are the two parts that make up a brand? a. Brand Label and Brand Price b. Brand Name and Brand Mark c. Brand Product and Brand Name d. Brand Price and Brand Issue
b. Brand Name and Brand Mark
Which of the following media categories commands the biggest slice of advertising dollars today? a. Out-of-home b. Broadcasting c. Print d. Direct mail
b. Broadcasting
Which of these is not one of the Three C's in communication? a. Concise b. Committed c. Clear d. Consistent
b. Committed
What is a main risk of using email promotions? a. Cost of sending mail b. Consumers ignoring emails c. Privacy issues d. Cannot target emails effectively
b. Consumers ignoring emails
Nike is an example of which type of vertical marketing system? a. Contractual b. Corporate c. Administered d. None of these
b. Corporate
Which is NOT a role of a specific supply chain? a. Improve proficiency b. Decrease accuracy c. Reduce costs d. Increase profits
b. Decrease accuracy
What are the two type of Supply Chains? a. Resale and Wholesale b. Direct and Indirect c. Indirect and Wholesale d. Direct and Wholesale
b. Direct and Indirect
Which of these is not a branding strategy? a. Individual Branding b. Franchise Branding c. Institutional Branding d. Sub-branding
b. Franchise Branding
vertising is best thought of as a(n): a. Immediate payoff b. Investment c. ROI d. Dividend
b. Investment
Who owns the channel in Administered VMS? a. The company b. No one c. Whoever contractually has power d. None of these
b. No one
Which of these is not an example of out-of-home advertising? a. Billboards b. Online ad videos c. Car wraps d. Signage
b. Online ad videos
What is a main difference between online display advertising and pay-per-click? a. Online display is text; Pay-per-click is visual b. Online display is visual; Pay-per-click is text c. Online display is effective; Pay-per-click is inconclusive d. Online display is audio; Pay-per-click is tangible
b. Online display is visual; Pay-per-click is text
Which of these is not a listed method of mobile marketing? a. Mobile display ads b. Online news articles c. Websites d. Apps
b. Online news articles
Which of these is not a goal of promotion? a. Action b. Price cuts c. Desire d. Awareness
b. Price cuts
If Oreo cookies come out with a new flavor of s'mores Oreo cookies, what are they using in order to turn brand equity into dollars? a. Product purchase b. Promotional Advantage c. Licensing d. Word of mouth
b. Promotional Advantage
What is the best example of a Frequent User Program? a. Buy-one Get-one Free b. Southwest credit card c. Mail-in rebate d. Black Friday sale
b. Southwest credit card
Which of these is not a type of vertical marketing system? a. Contractual VMS b. Supplier VMS c. Administered VMS d. Corporate VMS
b. Supplier VMS
What does the supply chain represent? a. Just the original manufacturer b. The steps it takes to get the product from the original manufacturer to the consumer c. The market intermediaries d. None of the above
b. The steps it takes to get the product from the original manufacturer to the consumer
Which of these is not a key category of digital promotion? a. Display b. Video c. Social media d. Affiliate
b. Video
There is a trend towards ________ elements in social media a. Audio b. Visual c. Multimedia d. Tangible
b. Visual
With social media marketing, who are you representing? a. Your followers b. Your brand c. The media platform d. Yourself
b. Your brand
A way of visually presenting where your brand is in consumers' minds is called a: a. brand association b. brand map c. brand attribute d. brand recognition
b. brand map
A brand map determines brand associations from the perspective of the: a. board of directors b. consumer c. competitor d. management
b. consumer
The degree to which an individual possesses an enduring belief in the importance of customer satisfaction is defined as: a. business orientation b. customer orientation c. customer service d. good management
b. customer orientation
What has been a problem of implementing Peer to Peer sharing? a. determining companies who will invest b. finding platforms where it is legal and available c. finding platforms where consumers express demand d. determining products
b. finding platforms where it is legal and available
Brand awareness is associated with the ability of the brand to __________ who is offering a product or service, while brand association is associated with the ability of the brand to ____________ from competitors. a. respond; attack b. identify; differentiate c. separate; connect d. differentiate; identify
b. identify; differentiate
When employees with high customer orientation are embedded in an organization that emphasizes (and benefits from) customer satisfaction, profits are likely to: a. exponentially decrease b. increase c. stay the same d. decrease
b. increase
Which of these is not a benefit of sub-branding? a. new brand asset development, similar to individual brand b. increased market share c. market flexibility d. marketing power and promotional advantages of the institutional brand
b. increased market share
Brand associations within a brand map can also have _______ attached to them. a. price b. mood and emotion c. affiliation d. organization
b. mood and emotion
When it comes to compensation in a channel of distribution, _______ plays the most important role. a. replicability b. power c. market share d. relative importance
b. power
Which of these is not a potential benefit of increasing a sharing economy? a. reduce environmental and waste impact b. realize potential market gains c. return economic benefits d. reverse effects of eroding social trust
b. realize potential market gains
What is the difference between retailing and wholesaling? a. wholesalers sell to individuals for end use; retailers sell to companies for resale/company use b. retailers sell to individuals for end use; wholesalers sell to companies for resale/company use c. wholesalers are unable to mark up prices; retailers are free to do so d. retailers are unable to mark up prices; wholesalers are free to do so
b. retailers sell to individuals for end use; wholesalers sell to companies for resale/company use
Which of these is not a part of making a pay-per-click ad? a. match the ad message, Unique Value Proposition, and Call to Action b. set the highest bid available c. Make it obvious what you want the user to do upon seeing the ad d. make the ad relevant to the keywords searched
b. set the highest bid available
What is price skimming? a. setting a low price to penetrate the market b. setting a high price for a new product to skim maximum revenues c. reintroducing an old product at a different price d. offering customization at a price premium
b. setting a high price for a new product to skim maximum revenues
What is flat-rate pricing? a. different rate for each customer b. single rate per time period c. price set to fluctuate with treasury bonds d. setting a low rate to penetrate the market
b. single rate per time period
Mostly, business is made up of: a. customer service orientations b. smaller, more frequent transactions c. huge, multimillion dollar transactions d. competitions with other firms
b. smaller, more frequent transactions
Which of these is not a benefit of individual branding? a. strategic degrees of freedom b. strong connections to established brands for new brands to lean on c. development of additional brand assets d. protection against negative spillover effects
b. strong connections to established brands for new brands to lean on
What is the largest inhibitor to the growth of sharing economies? a. quality concerns b. trust c. advertising d. initial cost
b. trust
The "magic lesson" teaches us how to turn what into dollars? a. how competitors adjust in response to the brand b. what consumers know about the brand c. the price of bestselling products d. negative reputation of the brand or firm
b. what consumers know about the brand
What is the breakeven point? a. where fixed costs only are covered b. where profits just cover costs c. where variable costs only are covered d. the most desirable point for profits
b. where profits just cover costs
What is personal selling designed to influence? a. A market's elasticity b. A communication incentive c. A purchase decision d. A competitor response
c. A purchase decision
Which type of vertical marketing system has one member of the production/distribution chain that is super dominant? a. Corporate b. None c. Administered d. Contractual
c. Administered
What are the roles of the market intermediaries? a. Providing storage b. Link the manufacturer with the customer c. All of the options d. Create benefits for manufacturers
c. All of the options
Posts that have a(n) __________ element tend to do well on Instagram a. Intrinsic b. Audio c. Artistic d. Grayscale
c. Artistic
A benefit of TV broadcast advertising is that: a. Only audio mediums are available b. Only visual mediums are available c. Both visual and audio mediums are available d. All broadcasting is seen as a credible news source
c. Both visual and audio mediums are available
Air BnB uses a model where the business integrates people who own homes into the market where consumers express demand. This is most accurately described as which type of sharing economy? a. Person to Business b. Peer to Peer sharing c. Business + Person d. Business to Person
c. Business + Person
Of the sharing economy models, which is the most similar to traditional business models? a. Business + Person b. Peer to Peer c. Business to Person d. Business to Business
c. Business to Person
Which of the following is NOT part of a vertical marketing system? a. Producer b. Retailer c. Consumer b. Wholesaler
c. Consumer
What is an advantage to corporate VMS? a. Low taxes b. Large trust in all channel members c. Control of all aspects of the system d. Low cost
c. Control of all aspects of the system
What is the goal of a sales promotion? a. Increase market share b. Increase likelihood of later purchase c. Convincing consumers to "act now" d. Clear inventory
c. Convincing consumers to "act now"
Which is not a function that distributors perform? a. Maintaining Inventory b. Selling c. Creating Products d. Delivering
c. Creating Products
When a producer sells directly to a consumer this is an example of which type of supply chain structure? a. Neither b. Both c. Direct d. Indirect
c. Direct
Compared to digital or broadcast advertising, print advertisements tend to lack: a. Ingenuity b. Clarity c. Flexibility d. Words
c. Flexibility
The "company" in the Communications Triangle represents the: a. Company reputation b. Customers c. Formal company management d. Frontline employees
c. Formal company management
Pinterest is the only social media platform that is ________-looking. a. Backward b. Outward c. Forward d. Present
c. Forward
Which of these is the best example of Contractual VMS? a. Agent/Broker b. Retailing c. Franchising d. Ownership
c. Franchising
What is the best way to have excellent off-site SEO? a. Keep content the same as long as possible b. Have an easily navigated webpage c. Have high quality content d. Use repetitive, homogenous links
c. Have high quality content
Employees with high customer orientation will thrive in what kind of job? a. These employees can go to any job b. Low customer interaction c. High customer interaction d. These employees always choose their own job
c. High customer interaction
When Mariah needs money, she goes to an ATM instead of driving to her bank. When Mariah utilizes this ATM that represents her home bank, what kind of interaction has taken place? a. Traditional Interactions b. Automated Service Delivery c. Human customer, Machine service provider d. Machine Summons
c. Human customer, Machine service provider
In most circumstances, higher levels of customer orientation lead to all of the following except: a. Job satisfaction b.Organizational commitment c. Job turnover d. Organizational citizenship
c. Job turnover
What is contextual targeting most similar to? a. Data mining b. Customer service c. Keywords d. Pay-per-click
c. Keywords
Which social medial site is best suited for business to business marketing? a. YouTube b. Facebook c. LinkedIn d. Twitter
c. LinkedIn
Which of these marketing methods is the most unique to mobile marketing? a. Social media b. Pay-per-click c. Location-based d. Display ads
c. Location-based
Can the order of the AIDA model be changed? Why or why not? a. No, consumer reactions must drive the order b. Yes, each goal is individual and separate c. No, each step must be achieved before moving to the next d. Yes, changing the order keeps competitors on edge
c. No, each step must be achieved before moving to the next
What is the number one way to market to mobile users? a. Focus on email-based methods b. Link mobile users to the standard site c. Optimize webpage views through mobile sites b. Create several versions of an app
c. Optimize webpage views through mobile sites
What is the supply chain? a. Products and services involved with the flow of cash from the consumer to the firm b. Promotions and offers involved with the flow of activities from raw materials to the customer c. Organizations and activities involved with the flow of products from raw materials to the customer d. None of the above
c. Organizations and activities involved with the flow of products from raw materials to the customer
Why is telling stories such an impactful way to advertise? a. Storytellers inevitably fail b. Consumers are irritated with failure c. People are drawn into stories d. Consumers become bored with stories quickly
c. People are drawn into stories
Which of these is not a way to turn brand equity into dollar value? a. Brand Extension b. Licensing c. Price Competition d. Word of mouth
c. Price Competition
Black Friday is best described as an example of: a. Competitive advantage b. Advertising strategy c. Price Promotion d. Public Relations Strategy
c. Price Promotion
Targeting based on "where people have been" is known as: a. Forecasting b. Market segmenting c. Remarketing d. Coupon rate
c. Remarketing
Pay-per-click marketing is also known as: a. Online advertising b. Google mining c. Search marketing d. Bidding
c. Search marketing
What is the definition of retailing? a. Selling goods and services to companies to use in running the company b. Marketing goods and services for resale c. Selling goods and services to consumers for their own use d. Any form of sale with a price markup
c. Selling goods and services to consumers for their own use
The advertising examples given in the lecture videos best demonstrate which aspects of the SUCCESs model for cutting through clutter? a. Emotion and Concrete b. Credible and Promotional c. Simple and Unexpected d. Simple and Concrete
c. Simple and Unexpected
The competitive retail price for a stereo system is $300. Retail stores normally have a margin of 30% for such items. Wholesalers normally have a margin of 20% for such items. The manufacturer's price is unknown. What steps should be taken to determine the manufacturer's highest price? a. Solve for Wholesale price, then Manufacturer price, then Retail price b. Solve for Retail price, then Manufacturer price, then Wholesale price c. Solve for Retail price, then Wholesale price, then Manufacturer price d. Solve for Manufacturer price, then Wholesale price, then Retail price
c. Solve for Retail price, then Wholesale price, then Manufacturer price
Which of these companies is more likely to use an institutional branding strategy for a new product or service? a. Nestle b. Procter & Gamble c. Sony d. ServiceMaster
c. Sony
A company is looking to implement its new advertisement that is targeted specifically towards consumers 65 and older. Which communication channel would most effectively reach the intended audience? a. Snapchat b. Instagram c. TV commercials d. Twitter
c. TV commercials
Why do retailers exist? a. They do not add value but do add convenience b. People always buy more from retailers than they do directly from producers c. They add value by adjusting discrepancies between the needs of consumers and sellers d. They add value by increasing discrepancies between the needs of consumers and sellers
c. They add value by adjusting discrepancies between the needs of consumers and sellers
When determining which social media platform to use for marketing, where should marketing professionals look? a. What is "cool" or trendy b. Where millennials are most active c. Where the target segment is best represented d. Where the largest number of users are active
c. Where the target segment is best represented
When does activation occur? a. With only internal cues b. With only external cues c. With either external or internal cues d. With social media-based marketing
c. With either external or internal cues
The goal of "remind and reinforce" applies to advertisements aimed at: a. future customers b. any customers c. current customers
c. current customers
What is the reason for so many levels existing between the producer and end-user? a. each level makes some degree of money b. prices are lower across the board with a greater number of levels c. each level adds some kind of value to the end user d. convenience only
c. each level adds some kind of value to the end user
What are the two functions of a brand? a. locate and determine b. compete and improve c. identify and differentiate d. market and recruit
c. identify and differentiate
The brand resides in the consumers: a. desired associations b. conversations c. memory d. peer group
c. memory
The primary value of a brand for consumers is the: a. ability to compare prices b. association with target groups c. reduction of perceived risk d. definition of corporate social responsibility
c. reduction of perceived risk
A platform that receives renting fees receives those fees from the _______ and shares those fees with the _______. a. owner; seeker b. recommender; seeker c. seeker; owner d. platform; owner
c. seeker; owner
Why is breaking bulk important? a. breaking bulk is unnecessary b. sellers dislike producing in bulk, but consumers want large amounts c. sellers want to produce in bulk, consumers want to buy in small amounts d. breaking bulk is inconvenient for the consumer, leading to impulse buys
c. sellers want to produce in bulk, consumers want to buy in small amounts
Automaticity in a branding context means: a. the automatic reaction of consumers to a brand they have never encountered. b. a consumer's conscious decision to memorize aspects of a brand c. the evaluation of a brand is brought to either conscious or subconscious thought d. initial evaluation of a brand is made automatic and efficient
c. the evaluation of a brand is brought to either conscious or subconscious thought
What jobs are the most likely to be automated? a. those with high-impact decision making b. those with a great deal of variety c. those with a great deal of routine d. those with lots of critical thinking
c. those with a great deal of routine
What is the definition of Price? a. the treasury-backed ultimate value of a product b. what is provided as a good or service c. what is exchanged for the product, service, or idea d. the combination of values for all raw values
c. what is exchanged for the product, service, or idea
What is the main difference between the equations for margin and mark-up? a.There is no difference, they are synonyms b.Margin is (Price - Competition)/Price and Mark-up is Price - Competition c.Margin is (Price - Cost)/Price and Mark-up is (Price - Cost)/Cost d. Margin is (Price - Cost)/Cost and Mark-up is (Price - Cost)/Price
c.Margin is (Price - Cost)/Price and Mark-up is (Price - Cost)/Cost
Which is NOT an important factor in Amazon's supply chain to have fast delivery? a. Size b. Location c. Number of warehouses d. Cost
d. Cost
Which of these is not a reason for the increasing popularity of digital marketing? a. Easily targeted b. Interactive medium c. Cost-effective d. Difficult to track effectiveness
d. Difficult to track effectiveness
Promotion is ultimately about making: a. Efficient exchanges between suppliers and retailers b. The best sale price possible c. Good communication efforts between management and employees d. Effective exchanges between the seller and the customer
d. Effective exchanges between the seller and the customer
Which aspect of the SUCCESS model is more common in the United States than in other countries? a. Concrete b. Credible c. Simple d. Emotion
d. Emotion
Which step of the Process of Consumption best lines up with the Desire aspect of Goals of Promotion? a. Need recognition b. Reaction c. Interest d. Evaluation of alternatives
d. Evaluation of alternatives
It is often most important for which kind of employee to have a strong customer orientation? a. Managing b. Strategic c. Behind-the-Scenes d. Front line
d. Front line
Who is interacting in Interactive promotions? a. Top management and employees b. Background employees and technology c. Employees and top competitors d. Frontline employees and customers
d. Frontline employees and customers
What is defined as frontline interactions in the Communications Triangle? a. Internal Communication b. Realistic Communication c. External Communication d. Interactive Communication
d. Interactive Communication
In the Communications Triangle model, which type of interaction is modeled by a double-headed arrow? a. Internal promotion b. Intrinsic value c. External communication d. Interactive promotion
d. Interactive promotion
Which is NOT a type of marketing intermediary? a. Wholesalers b. Distributors c. Retailers d. Manufacturer
d. Manufacturer
Why has readership of most print media declined in recent years? a. All magazines have gone out of business b. Magazines move to print too quickly c. Literacy has decreased d. Many readers obtain information online
d. Many readers obtain information online
In advertising, a marketing professional should know both her _______ and her _______. a. Message; retailers b. Stock prices; audience c. Competitors; budget d. Message; audience
d. Message; audience
Google's display network is huge, with approximately ___________ monthly impressions (as of fall 2017). a. 6 billion b. 10 million c. A hundred thousand d. One trillion
d. One trillion
What is the point of on-site SEO? a. Increase pay-per-click b. Prove to consumers that your content is popular c. Improve business to business marketing d. Prove to Google that your content is relevant
d. Prove to Google that your content is relevant
The social media landscape changes __________ and requires ___________ from marketers. a. Slowly; spontaneity b. Slowly; caution c. Quickly; indifference d. Quickly; flexibility
d. Quickly; flexibility
Which of these is not a party that shares and exchanges value in a sharing economy? a. Seeker b. Owner c. Platform d. Recommender
d. Recommender
A grocery store is an example of what type of market intermediary? a. Agent/Broker b. Wholesalers c. Distributor d. Retailers
d. Retailers
Which of these is not an advantage of sales promotions? a. Reduce risk of initial trial b. Balance demand against capacity c. Effectiveness measured directly d. Sales promotions have long-term effects
d. Sales promotions have long-term effects
Companies who are recruiting new employees often ask to come to college campuses and speak in classes. What type of public relations tool is this most like? a. Philanthropy b. Press kits/releases c. Event sponsorship d. Speaking engagements
d. Speaking engagements
What is the key aspect of the definition of social media? a. Content comes in app form b. Narrow reach c. Social media is online d. The ability it gives users to interact with each other
d. The ability it gives users to interact with each other
What is puffery? a. Exaggerating reports of the number of consumers b. Inflating negative expectations c. Inflation of price during peak business hours d. The idea that most ads tell only the best-case scenario
d. The idea that most ads tell only the best-case scenario
What is Search Engine Optimization (SEO)? a. The strategy to ensure only certain markets can find your firm b. A firm's basic online strategy c. The strategy to try and remove a firm from Google d. The strategy to try and improve the firm's ranking on Google
d. The strategy to try and improve the firm's ranking on Google
Which of these is the best strategy for determining the best social media platform to use for marketing? a. Abandon unsuccessful platforms immediately b. Switch target markets rather than change marketing strategy c. Stay consistent with platforms and content d. Try new platforms and content to see what connects
d. Try new platforms and content to see what connects
Why is simplicity important for breaking through promotional clutter? a. Mail-in rebate b. Complex messages draw consumers in c. Messages seen as too simple are ignored by consumers d. Your message is the clearest when it is simple
d. Your message is the clearest when it is simple
What is the main advantage of using a sub-branding strategy? a. ability to take on the advantages of individual and institutional branding b. general flexibility c. ability to avoid the disadvantages of individual and institutional branding d. all of these
d. all of these
The "value created" of a product or service is determined from the perspective of the: a. employer b. competition c. stockholders d. customer
d. customer
Which of these is not a benefit of institutional branding? a. marketing power in the marketplace b. enhancement of positive spillover c. lower promotional costs d. greater individualized identity for new products
d. greater individualized identity for new products
What is the difference between merchant and agent wholesalers? a. agents take ownership to a product; merchants act as intermediaries b. merchants produce the product; agents sell it to consumers c. agents produce the product; merchants sell it to consumers d. merchants take ownership to a product; agents act as intermediaries
d. merchants take ownership to a product; agents act as intermediaries
Experts say that off-site is ________ important when a.compared to on-site SEO. b.less c. equally d. more
d. more
Brand equity starts as a ________ concept, but ends up having a real ________ effect. a. potential; realized b. inconclusive; mediated c. monetary; psychological d. psychological; monetary
d. psychological; monetary
Which of the following describes peak load or congestion pricing? a. price assembled as you add options b. charging the peak industry price at all times c. variable price based on region or county d. variable rate depending on time of day or week
d. variable rate depending on time of day or week
What is dynamic pricing? a. price set to change with stock prices b. standard, flat rate for each customer c. price determined from bargaining d. variable rate for each customer
d. variable rate for each customer