Study Plan
Which of the following is a form of traditional direct marketing? A. Blogs B. Social media marketing C. Mobile marketing D. Kiosk marketing E. Websites
d
Intermediaries are used by most producers to bring products to market. These intermediaries are known as _________________________. A. logistics companies B. retail partners C. contract manufacturers D. marketing channels E. offshore manufacturing partners
d
ZoomShops use _____ marketing, which offers automated retailing for a variety of products. A. DRTV B. blog C. Redbox D. kiosk E. infomercial
d
Which of the following is TRUE regarding new types of channel organizations? A. They provide improved leadership, but performance is unstable. B. They provide improved performance for small firms. C. They provide stronger leadership for larger-scale companies. D. They provide stronger leadership and improved performance. E. They provide improved performance but lack leadership.
d
Which of the following statements regarding marketing logistics is NOT TRUE? A. No logistics system can both maximize customer service and minimize distribution costs. B. Logistics involve inbound logistics, outbound logistics, and reverse logistics. C. It focuses on managing value-added flows between suppliers, the company, resellers, and final users. D. It involves the entire supply chain management. E. Companies are placing less emphasis on logistics and more on constraining costs
e
A company may use the promotion mix, also called its marketing communications mix, to ______________________. A. engage customers, persuasively communicate customer value, and build customer relationships B. persuasively communicate customer value, engage customers, and sell goods and services C. create customer value, engage customers, and build customer relationships D. engage customers, maintain customer relationships, and build customer relationships E. engage customers and sell goods and services
a
Closing a sale with a particular customer is a short-term ________ orientation, but the selling process must also take a ________ orientation and look at the long term. A. transactional; relationship B. profit; relationship C. transactional; profit D. company; relationship E. relationship; transactional
a
Firms seeking immediate response from targeted individual consumers and consumer communities use ______________________ marketing tools to engage consumers and cultivate relationships with them. A. direct and digital B. direct marketing C. personal selling, advertising, and sales promotion D. advertising, sales promotion, and public relations E. advertising and sales promotion
a
International marketers and advertisers face challenges not encountered domestically. The most basic issue concerns ____________. A. the amount of adaptation required for the unique characteristics of various country markets B. government regulation and censorship in select country markets C. lack of infrastructure and technology required for social or digital advertising D. differences in languages and religious practices in multiple country markets E. the difficulties in obtaining appropriate media outlets in multiple country markets
a
Marketers use mobile marketing to engage customers anywhere, anytime during the _____________________. A. buying and relationship-building processes B. relationship-building process C. buying process and selling process D. pre-sale process and post-sale process E. pre-sale process and investigation process
a
Other functions of marketing channel members include helping to fulfill the completed transactions by offering ____________________________. A. physical distribution, financing, and risk taking B. negotiating, physical distribution, and risk taking C. physical distribution, invoicing, and risk taking D. land and sea transportation, financing, and risk taking E. physical distribution, financing, and delivery
a
Public relations involves building good relations with the company's various publics. What are all of the functions it includes? A. Press agency, product publicity, public affairs, lobbying, investor relations, and development B. Press agency, product publicity, crisis management, public affairs, lobbying, investor relations, and development C. Press agency, product publicity, government relations, public affairs, lobbying, investor relations, and development D. Press agency, product publicity, lobbying, investor relations, and development E. Product publicity, public affairs, lobbying, investor relations, and development
a
Spurred by the surge in internet usage and online buying, and by rapid advances in _____________, ________ has undergone a dramatic transformation. A. digital technologies, direct marketing B. direct marketing, digital marketing C. social media, direct marketing D. smartphones, digital marketing E. online retailing, digital marketing
a
The fastest-growing sales trend is the explosion in ________, which is using online, mobile, and social media in selling. A. social selling B. mobile selling C. online selling D. social media selling E. e-commerce
a
To help complete transactions, channel members perform these functions: _____________________. A. contact work, matching work, and negotiations B. manufacturing work, matching work, and negotiations C. contact work, customer service, and negotiations D. contact, logistics, and negotiations E. matching, pricing, and negotiations
a
What are the four major functions of logistics? A. Warehousing, inventory management, transportation, and logistics information management B. Warehousing, inventory management, transportation, and retailing C. Inventory management, transportation, shipping, and warehousing D. Warehousing, inventory management, retailing, and logistics information management E. Retailing, inventory management, transportation, and logistics information management
a
What are three major factors changing the face of today's marketing communications? A. Changes in consumers, changes in marketing strategies, and sweeping changes in digital technologies B. Changes in consumers, changes in marketing strategies, and sweeping changes in social media C. Changes in consumers, changes in businesses, and sweeping changes in digital technologies D. Changes in the business environment, changes in global competition, and changes in marketing strategies E. Changes in consumers, changes in businesses, and changes in marketing strategies
a
When evaluating channel member performance, companies use standards such as _______, ______, _____, treatment of damaged and lost goods, cooperation in company promotion and training programs, and services to the customer. A. sales quotas, average inventory levels, customer delivery time B. sales quotas, average inventory levels, profitability C. sales quotas, costs, customer delivery time D. average sales, average inventory levels, customer delivery time E. sales quotas, average inventory levels, customer satisfaction surveys
a
Which of the following has changed customers' notions of convenience, speed, price, product information, service, and brand interactions? A. The digital age B. Traditional direct marketing tools C. E-mail marketing D. The Internet of Things E. Catalogs
a
Which of the following identifies the six major sales force management steps in the correct order? A. Designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, compensating salespeople, supervising and motivating salespeople, and evaluating salespeople B. Designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, evaluating salespeople, compensating salespeople, and supervising and motivating salespeople C. Designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, supervising and motivating salespeople, evaluating salespeople, and compensating salespeople D. Evaluating salespeople, designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, compensating salespeople, and supervising and motivating salespeople E. Recruiting and selecting salespeople, training salespeople, designing sales force strategy and structure, evaluating salespeople, compensating salespeople, and supervising and motivating salespeople
a
Which of the following statements is TRUE regarding the selection of qualified channel members? A. Producers vary in their ability to attract qualified marketing intermediaries. B. Firms select only qualified channel members in their immediate geographical area. C. Established brands have no trouble finding and keeping qualified channel members. D. To find and select qualified channel members, firms simply refer to a national online database. E. Selecting qualified channel members is largely controlled by government regulation.
a
Which wholesaler channel function helps reduce inventory holding costs and the risks of suppliers and customers? A. Warehousing B. Buying and assortment building C. Transportation D. Risk bearing E. Financing
a
With companies becoming more market-oriented, the sales force plays a key role in ________ and __________________________. A. engaging customers; developing and managing profitable customer relationships B. engaging customers; helping the company reach revenue goals C. engaging customers; marketing logistics D. creating revenue; developing and managing the manufacturing functions E. acting as the customer service department; developing and managing profitable customer relationships
a
_____________________ must be closely coordinated for maximum campaign effectiveness. A. Message decisions and media decisions B. Objectives and evaluation C. Budget decisions and message decisions D. Objectives and message decisions E. Budget decisions and media decisions
a
Although the fast-growing digital marketing tools have grabbed most of the headlines lately, ________ are very much alive and still heavily used. A. personal selling and direct-mail marketing B. traditional direct marketing tools C. face-to-face or personal selling, direct-mail marketing, and catalog marketing D. Direct-response television (DRTV) marketing and kiosk marketing E. direct-mail marketing, catalog marketing, and telemarketing
b
As with the other promotion tools, in considering when and how to use product public relations, the best thing management should do is ______________________. A. set PR objectives, choose the PR vehicles and social media, implement the PR plan, and evaluate the results B. set PR objectives, choose the PR messages and vehicles, implement the PR plan, and evaluate the results C. choose the PR messages and vehicles, plan media, implement the PR plan, and evaluate the results D. set PR objectives, choose the PR messages, implement the PR plan, and evaluate the results E. set PR objectives, choose the PR messages and vehicles, implement the PR plan, and evaluate the results in terms of return on investment
b
At which stage in the selling process does a salesperson attempt to learn as much as possible about the organization (what it needs, who is involved in the buying) and its buyers (their characteristics and buying styles)? A. Presentation and demonstration B. Preapproach C. Handling objections D. Approach E. Prospecting and qualifying
b
A company's total promotion mix, also called its marketing communications mix, consists of the specific blend of five tools: _________________________. A. advertising, personal selling, sales promotion, trade relations, and direct and digital marketing tools B. advertising, personal selling, sales promotion, public relations, and direct and digital marketing tools C. advertising, sales promotion, public relations, special events, and direct and digital marketing tools D. advertising, direct selling, sales promotion, public relations, and direct and digital marketing tools E. advertising, personal selling, sales promotion, public relations, and direct marketing tools
b
Companies use mobile marketing to stimulate immediate buying and make shopping easier, but it can also __________________. A. be used to build an e-mail list B. enrich the brand experience C. perform post-sale follow-up D. process payments E. promote pre-sale interest
b
Companies use ______________ to build good relations with consumers, investors, the media, and their communities. A. sales promotion B. public relations C. personal selling D. telemarketing E. advertising
b
Sales promotion campaigns call for setting sales promotion objectives. In general, sales promotions should be ________. A. product oriented B. sales-generation vehicles C. business relationship building D. consumer relationship building E. service oriented
d
Depending on the type of promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These are ______________. A. business promotion tools, trade promotion tools, or advertising promotion tools B. consumer promotion tools, trade promotion tools, or business promotion tools C. trade promotion tools, special event tools, or business promotion tools D. consumer promotion tools, trade promotion tools, or retail promotion tools E. consumer promotion tools, internal promotion tools, or business promotion tools
b
High sales force costs necessitate an effective sales management process consisting of which of the following steps? A. Designing sales force strategy and structure and selecting, training, compensating, supervising, and evaluating the firm's salespeople. B. Designing sales force strategy and structure and recruiting and selecting, training, compensating, supervising, and evaluating the firm's salespeople. C. Designing sales force strategy and recruiting and selecting, training, compensating, supervising, and evaluating the firm's salespeople. D. Designing sales force structure and recruiting and selecting, training, compensating, supervising, and evaluating the firm's salespeople. E. Designing sales force strategy and structure and recruiting and selecting, compensating, supervising, and evaluating sales force performance.
b
Ideally, integrated marketing communications should achieve which of the following? A. Allow different company departments to send different brand messages. B. Deliver a clear, consistent, and compelling company and brand message. C. Use only newer digital technologies to communicate with consumers. D. Deliver different brand messages over different communication channels. E. Deliver a hodgepodge of brand content to consumers.
b
In determining the number of channel intermediaries, there are three strategies available. These are _________________. A. intensive, exclusive, and convenience distribution B. intensive, exclusive, and selective distribution C. selective, exclusive, and online distribution D. intensive, exclusive, and in-between distribution E. intensive, selective, and value-added distribution
b
In managing its channels, a company must convince suppliers and distributors that they can succeed better by working together as _______________. A. part of an integrated system B. part of a cohesive value delivery system C. trusted channel partner D. part of an integrated distribution network E. part of an integrated delivery system
b
It is important that retailers select locations that are accessible to the target market in areas that are consistent with the _____________________. A. retailer's differentiation B. retailer's positioning C. population patterns D. retailer's retail marketing mix E. retailer's distribution hubs
b
Major retail trends and developments include the rise of megaretailers and rapid growth of direct, online, mobile, and social media retailing. Other trends include __________________. A. a surge in green retailing, new supply chain management methods, and global expansion of major retailers B. the growing importance of retail technology, a surge in green retailing, and the global expansion of major retailers C. the growth of retail technology, global expansion of major retailers, and international trade D. the growing importance of retail technology, general surge in retailing, and global expansion of major retailers E. the growing importance of retail technology, global expansion of major retailers, and international marketing
b
Marketers now have access to fragmented media and promotion mixes to reach diverse audiences. To prevent creating a communications hodgepodge, what must marketers do? A. Deploy tools to facilitate customer relationship management B. Adopt the concept of integrated marketing communications C. Use marketing management software D. Create informative, persuasive, and distinct messaging content E. Develop targeted social media and digital advertising
b
Most companies see their intermediaries as first-line customers and partners. They practice strong _____________________ management to forge long-term partnerships with channel members. A. supply chain B. partner relationship C. channel D. marketing E. sales relationship
b
Most companies today see their intermediaries as first-line customers and focus on ________ to forge long-term relationships with channel members. A. government assistance B. partner relationship management C. promotional incentives D. legal contracts E. discounted prices
b
Most producers use intermediaries by forging a marketing channel (or distribution channel) to bring products and services to the consumer or business user. They do this because of _________, specialization, and scale of operation. A. the intermediaries' ability to offer data analytics B. the intermediaries' contacts and experience C. the intermediaries' experience D. the intermediaries' ability to offer manufacturing services E. the intermediaries' contacts
b
New digital and social media have given birth to a _________________________. A. less targeted and engaging communications model B. more targeted, social, and engaging marketing communications model C. less targeted, social, and engaging marketing communications model D. more targeted, social, and engaging marketing model E. more targeted, social, and less engaging marketing communications model
b
Personal selling involves a multiple-step process. The first step is ______________ and the last step is _______________________. A. approach; closing B. prospecting and qualifying; follow-up C. approach; follow-up D. preapproach; handling objections E. presentation and demonstration; closing
b
The typical personal selling process consists of seven specific steps. The steps in the selling process are ________. The aim is to help salespeople close a specific sale with a customer. A. goal oriented B. transaction oriented C. sales quota oriented D. revenue oriented E. relationship oriented
b
The ____________ concept recognizes that improved logistics requires teamwork in the form of close working relationships across functional areas inside the company and across various organizations in the supply chain. A. outbound logistics B. integrated supply chain management C. inbound logistics D. reverse logistics E. supply chain management
b
When selecting intermediaries, the company should evaluate each channel member's years in business, other lines carried, location, _______________________. A. growth record, profit record, and reputation B. growth and profit record, cooperativeness, and reputation C. profit record, cooperativeness, and reputation D. growth and profit record, cooperativeness, and company size E. management team, cooperativeness, and reputation
b
Which of the following correctly describes omni-channel retailing? A. Allowing one supplier to sell to multiple retailers through multiple channels B. Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping C. Developing close partnerships between wholesalers and retailers D. Selling products online environments E. Setting up franchises in different locations with seamless delivery of integrated services
b
Which of the following is a reason that producers use marketing channels and channel intermediaries? A. The reduced costs of using channel intermediaries offset the inefficiencies of marketing channels. B. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers. C. Marketing channel decisions only require a short-term commitment. D. Using marketing channels allows producers to retain control over how and to whom they sell their products. E. Using channel intermediaries increases the number of contacts with customers.
b
Which of the following is an example of horizontal channel conflict? A. A consumer complaining to a producer about the quality of a product B. A Ford dealer complaining that another Ford dealer is advertising in its territory C. A retailer complaining about receiving damaged goods from a wholesaler D. A consumer complaining to a retailer about the service they received E. A retailer complaining about a producer's pricing
b
Which of the following sets of characteristics correctly classifies retailers? A. Breadth and depth of product lines, relative prices they charge, location of the store, and store size B. Amount of service offered, the breadth and depth of product lines, relative prices they charge, and how they are organized C. Location of the store, relative prices they charge, target customers, and store size D. Amount of service offered, the relative prices they charge, target customers, and store size E. Amount of service offered, breadth and depth of product lines, relative prices they charge, and store size
b
Which of the following statements about major retail trends is NOT true? A. Retailers have now adjusted to the new economic realities. B. The green movement has not quite taken hold. C. Differentiation is now more difficult. D. Major retailers are expanding globally. E. There is a continued rise of megaretailers
b
______________ begins with analyzing consumer needs and setting channel objectives. A. Motivating channel members B. Marketing channel design C. Marketing channel responsibility D. Marketing channel management E. Selecting channel members
b
________________________ are the main forms of direct and digital marketing. A. Social media marketing, telemarketing, and kiosk marketing B. Traditional direct marketing tools and new digital marketing tools C. Online marketing, direct response television marketing, and mobile marketing D. Online marketing, social media marketing, and telemarketing E. Mobile marketing, social media marketing, and direct mail marketing
b
Omni-channel retailing goes beyond just helping in-store customers as they cross-shop on mobile devices and requires _________________________. A. integration of product assortment, services mix, and price B. carefully integrating the entire range of available shopping channels C. extra attention to product assortment, store atmosphere, and price D. careful targeting, differentiation, and positioning E. carefully integrating all elements of the marketing mix to maximize value
b
______ means integrating all available shopping channels and devices into a seamless customer shopping experience. A. Green retailing B. Omni-channel retailing C. Retailing D. Wholesaling E. Shopper marketing
b
_______ is the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance. A. Digital selling B. Social selling C. Technology selling D. Sales promotion E. New-age selling
b
________ refers to marketing via the internet using company websites, online advertising and promotions, e-mail marketing, online video, and blogs. A. Direct-to-consumer marketing B. Online marketing C. Social media marketing D. E-commerce E. Mobile marketing
b
____________________ are promotional tools that can be used to attract consumers. A. trade shows, coupons, samples, and push money B. rebates, coupons, price packs, and samples C. rebates, coupons, samples, and push money D. coupons, rebates, off-list discounts, and price packs E. coupons, sales contests, samples, and price packs
b
After sales promotion campaign objectives are set, the next steps are ________, and then __________________________. A. selecting the sales promotion tools; developing the sales promotion program B. developing the sales promotion program; setting a budget C. selecting tools; developing and implementing the sales promotion program D. selecting tools; setting a budget E. selecting tools; deploying social media
c
Attracting and holding customers presents great challenges and decision points for retailers. Of the following, which is NOT one of the areas in which they face major decisions? A. Store differentiation and positioning decisions B. Decisions regarding segmentation C. Social media and visibility decisions D. Retail marketing mix decisions E. Decisions about targeting
c
Because social media are _____, they are ideal for starting and participating in customer conversations and listening to customer feedback. A. targeted and personal B. engaging C. interactive D. immediate and timely E. cost-effective
c
Because today's consumers shift seamlessly across channels, many online retailers, including Amazon, are moving _______. A. into the virtual world B. away from an online presence C. into the physical world D. into offering groceries E. toward a global presence
c
Companies use ______ to bring together their many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands. A. thoroughly planned, coordinated, and executed media buys B. integrated digital and social media communications C. integrated marketing communications (IMC) D. integrated social media communications E. in-depth program and project management
c
Forms of digital direct marketing include ______. A. direct-response TV marketing, telemarketing, and direct-mail marketing B. telemarketing, direct-mail marketing, and catalog marketing C. online marketing, social media marketing, and mobile marketing D. telemarketing, face-to-face selling, and kiosk marketing E. kiosk marketing, telemarketing, and direct-response TV marketing
c
Guided by ___________________, retailers must decide on a retail marketing mix—product and services assortment, price, promotion, and place. A. strong targeting and differentiation B. strong positioning and differentiation C. strong targeting and positioning D. strong differentiation and pricing E. strong positioning and products and services assortment
c
In most cases, a company is not simply seeking a sale. Rather, the company wants to engage the customer over the long haul in a ________. A. profitable relationship for the company B. profitable relationship for the customer C. mutually profitable relationship D. mutually innovative relationship E. mutual agreement for product development
c
New major trends and developments in retailing include ___________________. A. new retail forms, new business-to-business forms, and retail convergence B. shortening retail life cycles, lengthening retail life cycles, and retail convergence C. new retail forms, shortening retail life cycles, and retail convergence D. the rise of social media, shortening retail life cycles, and retail convergence E. new retail forms, shortening retail life cycles, and business-to-business convergence
c
Of product and services assortment, price, promotion, and place, which plays one of the most important roles in aligning target markets and positioning? A. Services assortment B. Price C. Place D. Product assortment E. Promotion
c
Retail stores come in all shapes and sizes, and new retail types keep emerging. Store retailers can be classified by ______________. A. full-service, specialty, and discount stores B. self-service and full-service stores C. amount of service, product line sold, relative prices, and how they are organized D. specialty stores, department stores, and service businesses E. full-price, discount, and off-price retailers
c
Retailers must decide on three major product variables: product assortment, services mix, and _________. A. price B. location C. store atmosphere D. segmentation and targeting E. promotion
c
The concern about ________ is an area where consumers fear that unscrupulous snoopers will eavesdrop on their online transactions and social media postings, picking up personal information or intercepting credit and debit card numbers. A. excessiveness B. fraud C. online and digital security D. phishing E. access by vulnerable or unauthorized groups
c
The performance difference between an average salesperson and a top salesperson can be substantial. Therefore, at the heart of any successful sales force operation is the ______ of good salespeople. A. evaluation B. motivation C. recruitment and selection D. training E. compensation
c
The second step of channel design is the identification of the major channel alternatives in terms of the _________________. A. identification of channel intermediary responsibilities B. types and number of intermediaries C. types of intermediaries, number of intermediaries, and the channel responsibilities of each member D. the identification of types of intermediaries and assignment of responsibilities E. types of intermediaries
c
The trend of ________ has resulted in different types of retailers now selling the same products at the same prices to the same consumers. A. pop-up stores B. green retailing C. retail convergence D. social media retailing E. tighter consumer spending
c
The firm's PR should be blended smoothly with other promotion activities within the company's ____________________. A. overall marketing plan B. overall strategic plan C. overall integrated marketing communications effort D. advertising and sales promotion efforts E. media and digital marketing strategy efforts
c
Which form of direct and digital marketing do companies use to engage customers anywhere, anytime during the buying and relationship-building processes? A. Social media marketing B. E-mail C. Mobile marketing D. Online marketing E. Websites
c
Which of the following is a benefit of direct and digital marketing for buyers? A. Efficiency and prices B. Ease of use and ability to obtain lower prices C. Sense of brand engagement and community D. A speedy alternative to other mediums E. Convenience and ease
c
Which of the following statements about personal selling is correct? A. Personal selling is a fairly new profession. B. The role of personal selling is very consistent from company to company. C. Many customers are unable to distinguish the salesperson from the company. D. Salespeople sell; they do not have a role in creating value for the customer. E. The sales force should work separately from other marketing functions.
c
Which of the following statements is true regarding channel organization? A. In a well-organized channel, conflicts rarely occur. B. Channel members should act alone in their own short-run best interests before considering the interests of other channel members. C. Channel members are dependent on each other for the overall success of the channel. D. Once a channel is organized and set, it rarely changes. E. Channel organization is always based on formal interactions guided by strong organizational structures.
c
________ involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A. Direct marketing and social media B. Online and social media C. Direct and digital marketing D. Digital marketing and social media E. E-commerce and direct marketing
c
______________ marketing involves focusing the entire marketing process on turning shoppers into buyers as they approach the point of sale. A. Point-of-sale B. Direct C. Shopper D. Discount E. Wholesale
c
____________________ addresses not only outbound logistics, but also inbound logistics and reverse logistics. A. Transportation logistics B. Nonphysical distribution C. Marketing logistics D. Manufacturing logistics E. Marketing and sales logistics
c
_______________________ permits companies to tailor offers and content to needs and interests of carefully defined segments, which in turn helps develop long-lasting customer relationships as well as resulting in immediate responses. A. Personal selling B. Public relations C. Direct marketing D. Advertising E. Sales promotions
c
According to the text, what is one of the biggest advantages of social media? A. Interactivity B. Targeted and personal application C. Cost-effectiveness D. Engagement and social sharing capabilities E. Immediacy and timeliness
d
A salesperson's role as a(n) ________ demands creative selling, social selling, and relationship building. A. PR specialist B. order taker C. broker D. order getter E. sales manager
d
Direct marketing is ________, allowing buyers to create exactly the configuration of information, products, or services buyers desire and then order them on the spot. A. immediate B. immediate and easy to use C. immediate and convenient D. immediate and interactive E. interactive
d
Four sales force structures that companies use in sales force design are _______________. A. territorial, international, product, and service B. inside, outside, individual, and team based C. geographic, territorial, product, and customer D. territorial, product, customer, and complex E. simple, complex, inside, and outside
d
Major advertising involve decisions about ________________________. A. the objectives, the budget, the message, the media, and the return on investment B. the objectives, the budget, the message, the social media, and the evaluation of results C. the objectives, the budget, the message, the media, and the analytics D. the objectives, the budget, the message, the media, and the evaluation of results E. the objectives, the budget, the positioning, the media, and the evaluation of results
d
Progressive wholesalers constantly watch for better ways to meet the changing needs of _________________. A. domestic and international customers B. target customers and other wholesalers C. their suppliers and other wholesalers D. their suppliers and target customers E. distribution channels and suppliers
d
Recent years have seen the rapid growth of superstores that are actually giant specialty stores; they are sometimes called ______. A. convenience stores B. discount stores C. corporate chains D. category killers E. warehouse clubs
d
Retailers always search for new marketing strategies to attract and hold customers. The major marketing decisions they face are _______________________. A. store differentiation, targeting, and the retail marketing mix B. segmentation and targeting, store location, and the retail marketing mix C. store differentiation, positioning, and the retail marketing mix D. segmentation and targeting, store differentiation and positioning, and the retail marketing mix E. segmentation and targeting, differentiation, and the retail marketing mix
d
Social media has many pluses, but on the down side, ________. This makes social media difficult for marketers to control. A. social media is not targeted or interactive B. social media is not immediate and timely C. social media is not immediate, timely, or cost-effective D. consumers largely control social media content
d
Strong relationships with the salesperson will result in ________. A. repeat business B. increased revenue C. strong relationships with the company's products D. strong relationships with the company and its products E. increased revenue and repeat business
d
The main forms of direct and digital marketing are ______________________. A. online and social media B. direct-mail marketing and telemarketing C. social media and mobile marketing D. traditional direct marketing tools and the new digital marketing tools E. kiosk marketing and face-to-face personal selling
d
The need for omni-channel retailing is a result of _______. A. megaretailers B. category killers C. green retailing D. omni-channel buying E. retail convergence
d
The only reason for a wholesaler to exist is to ___________________ by increasing the efficiency and effectiveness of the entire marketing channel. A. eliminate marketing costs B. lower logistical costs C. replace a sales team D. add value E. facilitate distribution
d
The sales force sells products by engaging customers, presenting its offerings, answering objections, negotiating prices and terms, closing sales, servicing accounts, and ________. A. handling customer service complaints B. meeting revenue goals C. maintaining vendor relationships D. maintaining account relationships E. maintaining manufacturing relationships
d
To avoid being intrusive and annoying, most legitimate e-mail marketers practice ______, which means sending e-mail pitches only to customers who "opt in." A. viral marketing B. unsolicited e-mail marketing C. spamming D. permission-based marketing messages E. phishing
d
To ensure channel success, all channel firms should understand and accept their roles, _________________. A. establish ways to cooperate to attain overall channel goals, and jointly promote products B. coordinate their goals and activities, and cooperate to attain overall sales goals C. coordinate activities, and cooperate to attain overall channel goals D. coordinate their goals and activities, and cooperate to attain overall channel goals E. coordinate their goals, and cooperate to attain overall channel goals
d
What are the four important decisions made when developing an advertising program? List them in order. A. Setting objectives, setting the budget, developing message strategy, and determining media timing B. Developing message strategy, developing message execution, selecting media, and determining media timing C. Setting the budget, setting objectives, developing strategy, and evaluating effectiveness D. Setting objectives, setting the budget, developing strategy, and evaluating effectiveness E. Setting objectives, setting the budget, determining the impact on sales and profits, and determining the return on investment
d
What are the four steps to designing marketing channels, in the correct order? A. Identifying the design of competitors' channels, setting channel objectives, analyzing consumer needs, and evaluating channel alternatives B. Identifying the design of competitors' channels, analyzing consumer needs, setting channel objectives, and evaluating channel alternatives C. Analyzing consumer needs, setting channel objectives, identifying the design of competitors' channels, and evaluating the alternatives D. Analyzing consumer needs, setting channel objectives, identifying major channel alternatives, and evaluating the alternatives E. Setting channel objectives, analyzing consumer needs, identifying major channel alternatives, and evaluating the alternatives
d
Which of the following describes a just-in-time logistics system? A. Just-in-time logistics systems ensure that new stock arrives at least one week before it is needed. B. Just-in-time logistics systems greatly increase inventory-carrying and inventory-handling costs. C. Just-in-time logistics systems eliminate the need for forecasting. D. Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations. E. Just-in-time logistics systems allow producers and retailers to carry large amounts of inventory.
d
Which of the following statements about the omni-channel buyer is NOT correct? A. They shift easily across online and in-store channels throughout the buying process. B. They will cause a massive shift in how store retailers operate. C. Omni-channel buying calls for omni-channel retailing. D. Omni-channel buyers do not need the bricks-and-mortar environment in which to shop. E. They readily research products and prices online, shopping digitally from home, from work, in stores, or anywhere in between.
d
Which of the following statements is true regarding the promotion mix? A. Advertising is a personal form of marketing communication. B. Personal selling is not used to engage customers. C. Direct and digital marketing cannot be used to target individual consumers. D. The entire marketing mix must be coordinated for greatest impact. E. Sales promotions are long-term incentives to encourage the purchase or sale of a product or service.
d
According to the text, what is perhaps the toughest public policy issue now confronting the direct marketing industry? A. Security B. Fraud C. Irritation D. Phishing E. Invasion of privacy
e
Advertisers should first ______________ to determine whether the advertising is supposed to inform, persuade, or remind buyers. A. set firm media budgets B. define types of analytics C. carefully plan media D. develop clear standards for messaging E. set clear objectives
e
After determining the type of promotion to use, marketers then must decide on the _______ and the ______. A. consumer promotion; trade promotion B. size of the incentive; consumer promotion C. trade promotion; size of the incentive D. amount of push money; type of free goods E. size of the incentive; conditions for participation
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By practicing ______, today's retailers are increasingly adopting environmentally sustainable practices. A. megaretailing B. social media retailing C. retail convergence D. mobile retailing E. green retailing
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Channels often involve long-term commitments, and companies have many alternatives. Each alternative should be evaluated against three general criteria. What are these? A. profitability, sales, and costs B. adaptability, control, and sales C. economic, adaptability, and profitability D. economic, control, and profitability E. economic, control, and adaptability
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Companies often divide sales responsibilities along three lines. These are a _____, _____, or ____ sales force structure, which can also be combined. A. territorial, product, global B. product, customer, performance-based C. product, customer, global D. territorial, customer, client E. territorial, product, customer
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Distribution channels are complex ______________ in which people and companies interact to accomplish individual, company, and channel goals. A. psychological systems B. ecosystems C. joint marketing systems D. logistical systems E. behavioral systems
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During the presentation and demonstration step in the personal selling process, the salesperson needs to be prepared to _________. A. close the sale B. prospect clients C. approach the prospect D. follow up E. handle objections
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In general, sales promotion campaigns should ______________________. A. only be used on social media B. be used without additional advertising support C. only be offered to consumers D. offer buyers long-term incentives to purchase a good or service E. be customer relationship building
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Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this represent? A. Conventional distribution channel B. Franchise C. Corporate VMS D. Contractual VMS E. Administered vertical marketing system (VMS)
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Like retailers, wholesalers must _____________________________. A. differentiate, target, and position themselves effectively B. segment and target carefully, advertise regularly, and position themselves effectively C. target carefully, differentiate, and position themselves effectively D. target carefully, segment, and position themselves effectively E. segment and target carefully, differentiate, and position themselves effectively
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Marketing channels perform many key functions. Which of the following is NOT one of those key functions? A. Fulfilling completed transactions B. Helping to complete transactions C. Assuming risks of carrying out channel work D. Contact work E. Manufacturing
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New retail forms continue to emerge. However, different types of retailers are increasingly serving similar customers with the same products and prices (retail convergence), making __________ more difficult. A. targeting B. distribution C. positioning D. logistics E. differentiation
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Omni-channel retailing requires carefully integrating _____________ from discovery to purchase in the buying process. A. different physical store locations B. online shopping with social media C. physical stores and online shopping D. physical stores with social media E. the entire range of available shopping channel
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Online advertising has become a major promotional medium. The main forms of online advertising are _____________________. A. e-mail marketing and search-related ads B. online promotions and search-related ads C. blogs and display ads D. online video and display ads E. display ads and search-related ads
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Personal selling can be very effective in complex selling situations because it involves ________ interactions and engagement between salespeople and individual customers. A. informal B. competitive C. nonpersonal D. profitable E. interpersonal
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Press releases, sponsorships, events, and web pages are tools used by which element of the promotion mix? A. advertising B. personal selling C. direct and digital marketing D. sales promotion E. public relations
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The benefits of direct and digital marketing for buyers are that these forms of marketing are _________. A. easy, convenient, and public B. easy, convenient, and impersonal C. convenient, private, and hard to use D. easy, private, and expensive E. easy, convenient, and private
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The four major functions of marketing logistics are __________________________. A. warehousing, inventory management, shipping, and receiving B. warehousing, inventory management, transportation, and retailing C. warehousing, transportation, wholesaling, and retailing D. forecasting, order processing, transportation, and inventory management E. warehousing, inventory management, transportation, and logistics information management
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The internet and the digital age have fundamentally changed customers' notions of convenience, speed, price, product information, service, and brand interactions. As a result, they have given marketers a whole new way to ____________________________. A. create customer value, engage customers, and build vendor relationships B. create new products, engage customers, and build customer relationships C. create customer value, engage customers, and build revenue D. gain customers, engage customers, and build customer relationships E. create customer value, engage customers, and build customer relationships
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The major steps in advertising media selection are (1) __________; (2) choosing among major media types; (3) selecting specific media vehicles; and (4) choosing media timing. A. setting the advertising objectives B. determining the advertising budget C. determining the execution style D. calculating advertising return on investment E. determining reach, frequency, impact, and engagement
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The three major groups of wholesalers are ________. A. merchant wholesalers, wholesale clubs, and big-box stores B. merchant wholesalers, brokers and agents, and full-service wholesalers C. merchant wholesalers, brokers and agents, and wholesale clubs D. merchant wholesalers, full-service wholesalers, and limited-service wholesalers E. merchant wholesalers, brokers and agents, and manufacturers' and retailers' branches and offices
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These days, shopper marketing influences consumers' buying decisions and calls for omni-channel retailing, creating a seamless cross-channel buying experience that integrates __________________ shopping. A. in-store, special event, online, and mobile B. in-store and online C. online media, social media, and traditional media D. primarily online and mobile E. in-store, online, and mobile
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When designing marketing channels, companies must determine the number of channel members to use at each level. The three strategies that are available to do this are ________ distribution. A. intensive, selective, and targeted B. open, closed, and franchise C. targeted, segmented, and global D. intensive, exclusive, and global E. intensive, exclusive, and selective
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Which PR tool is used to create and place newsworthy information in the news media to attract attention to a person, product, or service? A. Lobbying B. Investor relations C. Development D. Public affairs E. Press relations
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Which of the following is a drawback to social selling? A. It is inexpensive. B. It makes salespeople obsolete. C. It has completely changed the fundamentals of selling. D. It cannot be integrated into the selling process. E. Some things cannot be presented over the internet.
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Which of the following is correct regarding most firms' direct marketing efforts? A. Digital marketing is growing, but most companies have ignored it. B. Social media marketing has replaced most other forms of direct marketing. C. Social media, website, and digital marketing have replaced traditional tools. D. Digital usage is declining, so most companies are moving away from digital marketing. E. Traditional tools are still heavily used and very important.
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Which of the following is correct regarding the forms of direct and digital marketing? A. Traditional direct marketing tools are still used but are no longer important. B. Online marketing is the only form of direct and digital marketing. C. Marketers today only use direct and digital marketing. D. Direct and digital marketing does not include mobile marketing. E. Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.
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Which of the following statements about public relations is correct? A. It is difficult to integrate public relations into social media. B. Public relations is not used to engage consumers. C. The impact of public relations on public awareness comes at a much higher cost than advertising. D. Public relations is used only to promote products. E. The lines between advertising and public relations are becoming more blurred.
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Which of the following statements is correct regarding marketing communications today? A. Digital and social media have given birth to a more targeted, more social, but less engaging marketing communications. B. Most marketers do not use integrated marketing communications tools or planning. C. Marketers are reversing a trend toward digital media. D. Advertisers are adopting less fragmented media and promotion mixes to reach their diverse markets. E. Advertisers are now able to engage smaller customer segments with more personalized, interactive content.
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Which of the following statements regarding traditional direct marketing forms is correct? A. Kiosk marketing provides consumers with information, but it cannot be used for ordering merchandise. B. Direct-mail marketing cannot be personalized. C. Printed catalogs have been replaced by online catalogs. D. Direct-mail marketing is rarely used today because it has been replaced by e-mail. E. Marketers use both outbound and inbound telemarketing.
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Wholesalers fall into three groups: ____________________. A. full-service wholesalers, limited-service wholesalers, and manufacturers' wholesalers B. merchant wholesalers, full-service wholesalers, and limited-service wholesalers C. merchant wholesalers, manufacturers' wholesalers, and retailers' branches and offices D. merchant wholesalers, brokers, and agents E. merchant wholesalers, brokers and agents, and manufacturers' and retailers' branches and offices
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________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Access by vulnerable or unauthorized groups B. Online and digital security C. Fraud D. Phishing E. Invasion of privacy
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____________________ is the digital version of word-of-mouth marketing and the type of marketing in which marketers usually have little control over where messages end up. A. Interactive marketing B. Mobile marketing C. Video marketing D. Social media marketing E. Viral marketing
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