tkm final
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. Question content area bottom Part 1 A. company; relationship B. relationship; transactional C. profit; relationship D. transactional; relationship E. transactional; profit
D. transactional; relationship
Which of the following statements is true regarding the promotion mix? Question content area bottom Part 1 A. Direct and digital marketing cannot be used to target individual consumers. B. The entire marketing mix must be coordinated for greatest impact. C. Personal selling is not used to engage customers. D. Advertising is a personal form of marketing communication. E. Sales promotions are long-term incentives to encourage the purchase or sale of a product or service.
b. The entire marketing mix must be coordinated for greatest impact.
Which of the following statements is correct regarding marketing communications today? Question content area bottom Part 1 A. Advertisers are now able to engage smaller customer segments with more personalized, interactive content. B. Marketers are reversing a trend toward digital media. C. Digital and social media have given birth to a more targeted, more social, but less engaging marketing communications. D. Most marketers do not use integrated marketing communications tools or planning. E. Advertisers are adopting less fragmented media and promotion mixes to reach their diverse markets.
A. Advertisers are now able to engage smaller customer segments with more personalized, interactive content.
_______________________ 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. Question content area bottom Part 1 A. Direct marketing B. Public relations C. Personal selling D. Sales promotions E. Advertising
A. Direct marketing
_____________________________ are the three alternative ways an international division's operating units can be organized. Question content area bottom Part 1 A. Geographical organizations, world product groups, or international subsidiaries B. Geographical organizations, regional organizations, or global organizations C. Local offices, foreign offices, or global offices D. Export departments, sales departments, or marketing departments E. Local product groups, regional product groups, or world product groups
A. Geographical organizations, world product groups, or international subsidiaries
____________________________are the two economic factors that reflect the country's attractiveness as a market. Question content area bottom Part 1 A. Industrial structure and income distribution B. Industrial structure and political stability C. Attitudes toward international buying and monetary regulation D. Monetary regulations and income distribution E. Free trade zones and tariffs
A. Industrial structure and income distribution
What are the four areas of environmental sustainability that affect marketing strategy? Question content area bottom Part 1 A. Pollution prevention, product stewardship, new clean technology, and sustainability vision B. Pollution prevention, product stewardship, new clean technology, and recycling C. Beyond greening, recycling, pollution prevention, and sustainability vision D. Solar energy, wind-generated power, recycling, and greening E. Pollution prevention, recycling, new clean technology, and sustainability vision
A. Pollution prevention, product stewardship, new clean technology, and sustainability vision
In general, sales promotion campaigns should ______________________. Question content area bottom Part 1 A. be customer relationship building B. only be offered to consumers C. offer buyers long-term incentives to purchase a good or service D. only be used on social media E. be used without additional advertising support
A. be customer relationship building
The sustainable marketing concept focuses on _____________________, unlike the marketing concept, which focuses on fulfilling day-to-day needs of customers. Question content area bottom Part 1 A. socially and environmentally responsible actions B. satisfying immediate customer needs while engaging in recycling activities C. responsible but immediate and future profits D. the immediate best interests of customers and the business E. long-term customer loyalty and environmental safety
A. socially and environmentally responsible actions
Which of the following statements about the omni-channel buyer is NOT correct? Question content area bottom Part 1 A. Omni-channel buyers do not need the bricks-and-mortar environment in which to shop. B. They will cause a massive shift in how store retailers operate. C. They readily research products and prices online, shopping digitally from home, from work, in stores, or anywhere in between. D. Omni-channel buying calls for omni-channel retailing. E. They shift easily across online and in-store channels throughout the buying process.
A. Omni-channel buyers do not need the bricks-and-mortar environment in which to shop.
There are two extremes for global marketing strategies. At one extreme is ________ global marketing, and at the other is ________ global marketing. Question content area bottom Part 1 A. standardized; adaptive B. regional; local C. direct; indirect D. cultural; uniform E. standardized; uniform
A. standardized; adaptive
Many companies are now establishing guidelines and policies helping managers deal with marketing ethics. Of the following, which is a correct statement regarding these actions? Question content area bottom Part 1 A. Ethical marketing practices are not necessarily good business practices. B. Ethics and social responsibility require a total corporate commitment. C. Companies who hire ethical marketers will avoid ethical issues and problems. D. Guidelines and policies help to provide risk mitigation against possible legal action. E. Creating defined guidelines can resolve all the difficult ethical decisions a company faces.
B. Ethics and social responsibility require a total corporate commitment.
Which of the following statements about personal selling is correct? Question content area bottom Part 1 A. Personal selling is a fairly new profession. B. Many customers are unable to distinguish the salesperson from the company. C. Salespeople sell; they do not have a role in creating value for the customer. D. The sales force should work separately from other marketing functions. E. The role of personal selling is very consistent from company to company.
B. Many customers are unable to distinguish the salesperson from the company.
Which of the following is a drawback to social selling? Question content area bottom Part 1 A. It is inexpensive. B. Some things cannot be presented over the internet. C. It has completely changed the fundamentals of selling. D. It makes salespeople obsolete. E. It cannot be integrated into the selling process.
B. Some things cannot be presented over the internet.
Which of the following statements about major retail trends is NOT true? Question content area bottom Part 1 A. There is a continued rise of megaretailers. B. The green movement has not quite taken hold. C. Major retailers are expanding globally. D. Retailers have now adjusted to the new economic realities. E. Differentiation is now more difficult.
B. The green movement has not quite taken hold.
Which of the following statements about public relations is correct? Question content area bottom Part 1 A. Public relations is not used to engage consumers. B. The lines between advertising and public relations are becoming more blurred. C. It is difficult to integrate public relations into social media. D. The impact of public relations on public awareness comes at a much higher cost than advertising. E. Public relations is used only to promote products.
B. The lines between advertising and public relations are becoming more blurred
____________________ 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. Question content area bottom Part 1 A. Social media marketing B. Viral marketing C. Mobile marketing D. Video marketing E. Interactive marketing
B. Viral marketing
Companies use ______________ to build good relations with consumers, investors, the media, and their communities. Question content area bottom Part 1 A. telemarketing B. public relations C. advertising D. sales promotion E. personal selling
B. public relations
_____________________ are the five promotion mix tools used by marketers to communicate customer value. Question content area bottom Part 1 A. Television advertising, radio advertising, online advertising, social media advertising, and outdoor advertising B. Advertising, public relations, personal selling, sales promotion, and direct and digital marketing C. Advertising, public relations, personal selling, sales promotion, and telemarketing D. Advertising, business-to-business selling, personal selling, sales promotion, and direct and digital marketing E. Product, price, place, promotion, and advertising
B. Advertising, public relations, personal selling, sales promotion, and direct and digital marketing
High prices, deceptive practices, high-pressure selling, shoddy or unsafe products, planned obsolescence, and poor service to disadvantaged consumers represent which of the following? Question content area bottom Part 1 A. The impact on other businesses by unscrupulous marketing practices B. Marketing's impact on individual consumer welfare C. The effect of excessive consumer sales promotions D. Marketing's unethical and shady business practices E. The impact of high advertising and promotion costs
B. Marketing's impact on individual consumer welfare
Four sales force structures that companies use in sales force design are _______________. Question content area bottom Part 1 A. inside, outside, individual, and team based B. territorial, product, customer, and complex C. territorial, international, product, and service D. simple, complex, inside, and outside E. geographic, territorial, product, and customer
B. territorial, product, customer, and complex
Marketers now have access to fragmented media and promotion mixes to reach diverse audiences. To prevent creating a communications hodgepodge, what must marketers do? Question content area bottom Part 1 A. Create informative, persuasive, and distinct messaging content B. Use marketing management software C. Adopt the concept of integrated marketing communications D. Deploy tools to facilitate customer relationship management E. Develop targeted social media and digital advertising
C. Adopt the concept of integrated marketing communications
Which of the following sets of characteristics correctly classifies retailers? Question content area bottom Part 1 A. Amount of service offered, the relative prices they charge, target customers, and store size B. Breadth and depth of product lines, relative prices they charge, location of the store, and store size C. Amount of service offered, the breadth and depth of product lines, relative prices they charge, and how they are organized D. Amount of service offered, breadth and depth of product lines, relative prices they charge, and store size E. Location of the store, relative prices they charge, target customers, and store size
C. Amount of service offered, the breadth and depth of product lines, relative prices they charge, and how they are organized
____________________ is an organized social movement intended to strengthen the rights and power of consumers relative to sellers. Question content area bottom Part 1 A. Societal marketing B. Sustainable marketing C. Consumerism D. Socialism E. Environmentalism
C. Consumerism
______________________ is the market entry strategy that has the greatest amount of commitment, risk, control, and profit potential. Question content area bottom Part 1 A. Joint ownership B. Indirect exporting C. Direct investment D. Licensing E. Direct exporting
C. Direct investment
According to the text, what is one of the biggest advantages of social media? Question content area bottom Part 1 A. Interactivity B. Cost-effectiveness C. Engagement and social sharing capabilities D. Immediacy and timeliness E. Targeted and personal application
C. Engagement and social sharing capabilities
Companies may enter foreign markets in several different ways. Which method gives a company the least control but also the least risk? Question content area bottom Part 1 A. Franchising B. Licensing activities C. Exporting D. Joint venturing E. Joint ownership
C. Exporting
According to the text, what is perhaps the toughest public policy issue now confronting the direct marketing industry? Question content area bottom Part 1 A. Phishing B. Irritation C. Invasion of privacy D. Fraud E. Security
C. Invasion of privacy
Which of the following statements regarding traditional direct marketing forms is correct? Question content area bottom Part 1 A. Direct-mail marketing is rarely used today because it has been replaced by e-mail. B. Printed catalogs have been replaced by online catalogs. C. Marketers use both outbound and inbound telemarketing. D. Direct-mail marketing cannot be personalized. E. Kiosk marketing provides consumers with information, but it cannot be used for ordering merchandise.
C. Marketers use both outbound and inbound telemarketing.
Of product and services assortment, price, promotion, and place, which plays one of the most important roles in aligning target markets and positioning? Question content area bottom Part 1 A. Services assortment B. Price C. Place D. Promotion E. Product assortment
C. Place
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)? Question content area bottom Part 1 A. Handling objections B. Prospecting and qualifying C. Preapproach D. Presentation and demonstration E. Approach
C. Preapproach
Which of the following is a benefit of direct and digital marketing for buyers? Question content area bottom Part 1 A. Efficiency and prices B. Convenience and ease C. Sense of brand engagement and community D. Ease of use and ability to obtain lower prices E. A speedy alternative to other mediums
C. Sense of brand engagement and community
What are the four important decisions made when developing an advertising program? List them in order. Question content area bottom Part 1 A. Setting objectives, setting the budget, determining the impact on sales and profits, and determining the return on investment B. Setting objectives, setting the budget, developing message strategy, and determining media timing C. Setting objectives, setting the budget, developing strategy, and evaluating effectiveness D. Setting the budget, setting objectives, developing strategy, and evaluating effectiveness E. Developing message strategy, developing message execution, selecting media, and determining media timing
C. Setting objectives, setting the budget, developing strategy, and evaluating effectiveness
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? Question content area bottom Part 1 A. Decisions regarding segmentation B. Retail marketing mix decisions C. Social media and visibility decisions D. Store differentiation and positioning decisions E. Decisions about targeting
C. Social media and visibility decisions
_______ is the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance. Question content area bottom Part 1 A. Technology selling B. New-age selling C. Social selling D. Sales promotion E. Digital selling
C. Social selling
________________________ are the main forms of direct and digital marketing. Question content area bottom Part 1 A. Social media marketing, telemarketing, and kiosk marketing B. Online marketing, social media marketing, and telemarketing C. Traditional direct marketing tools and new digital marketing tools D. Online marketing, direct response television marketing, and mobile marketing E. Mobile marketing, social media marketing, and direct mail marketing
C. Traditional direct marketing tools and new digital marketing tools
_____________________________ are the five guiding principles of sustainable marketing. Question content area bottom Part 1 A. Consumer-oriented marketing, profitable marketing, innovative marketing, green marketing, and societal marketing B. Sustainable marketing, green marketing, societal marketing, ethical marketing, and profitable marketing C. Consumer-oriented marketing, customer value marketing, innovative marketing, sense-of-mission marketing, and societal marketing D. Consumer-oriented marketing, customer value marketing, green marketing, ethical marketing, and societal marketing E. Consumer-oriented marketing, customer value marketing, sense-of-mission marketing, profitable marketing, and ethical marketing
C. Consumer-oriented marketing, customer value marketing, innovative marketing, sense-of-mission marketing, and societal marketing
____________________ are promotional tools that can be used to attract consumers. Question content area bottom Part 1 A. coupons, sales contests, samples, and price packs B. trade shows, coupons, samples, and push money C. rebates, coupons, price packs, and samples D. coupons, rebates, off-list discounts, and price packs E. rebates, coupons, samples, and push money
C. rebates, coupons, price packs, and samples
What is the advice most international marketers suggest regarding globally standardized strategies and adaptive marketing tactics? Question content area bottom Part 1 A. Adjust the product, prices, and promotion by international market only when necessary. B. Engage in international trade but hire local country nationals. C. Use globally standardized strategies regardless of market. D. Strike a balance between globally standardized strategies and adaptive marketing mix tactics. E. Use adaptive marketing mix tactics instead of globally standardized strategies.
D. Strike a balance between globally standardized strategies and adaptive marketing mix tactics.
Which of the following is correct regarding most firms' direct marketing efforts? Question content area bottom Part 1 A. Digital marketing is growing, but most companies have ignored it. B. Digital usage is declining, so most companies are moving away from digital marketing. C. Social media marketing has replaced most other forms of direct marketing. D. Traditional tools are still heavily used and very important. E. Social media, website, and digital marketing have replaced traditional tools.
D. Traditional tools are still heavily used and very important.
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. replace a sales team C. lower logistical costs D. add value E. facilitate distribution
D. add value
The three major groups of wholesalers are ________. A. merchant wholesalers, brokers and agents, and wholesale clubs B. merchant wholesalers, brokers and agents, and full-service wholesalers C. merchant wholesalers, wholesale clubs, and big-box stores D. merchant wholesalers, brokers and agents, and manufacturers' and retailers' branches and offices E. merchant wholesalers, full-service wholesalers, and limited-service wholesalers
D. merchant wholesalers, brokers and agents, and manufacturers' and retailers' branches and offices
Which of the following is a correct statement about the sustainable marketing concept? Question content area bottom Part 1 A. A company's marketing should create consumer- and business-friendly products and services. B. A company should define its mission in narrow product terms. C. A company's marketing should extend and perpetuate sustainable revenue. D. A company's marketing should include environmental protection policies. E. A company's marketing should support the best long-run performance of the marketing system.
E. A company's marketing should support the best long-run performance of the marketing system.
Which of the following correctly describes omni-channel retailing? Question content area bottom Part 1 A. Setting up franchises in different locations with seamless delivery of integrated services B. Developing close partnerships between wholesalers and retailers C. Selling products online environments D. Allowing one supplier to sell to multiple retailers through multiple channels E. Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping
E. Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping
Which of the following identifies the six major sales force management steps in the correct order? Question content area bottom Part 1 A. Recruiting and selecting salespeople, training salespeople, designing sales force strategy and structure, evaluating salespeople, compensating salespeople, and supervising and motivating salespeople B. Designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, supervising and motivating salespeople, evaluating salespeople, and compensating salespeople C. Designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, evaluating salespeople, compensating salespeople, and supervising and motivating salespeople D. Evaluating salespeople, designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, compensating salespeople, and supervising and motivating salespeople E. Designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, compensating salespeople, supervising and motivating salespeople, and evaluating salespeople
E. Designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, compensating salespeople, supervising and motivating salespeople, and evaluating salespeople
The American Marketing Association has developed a code of ethics for marketers based on three ethical norms. What are these norms? Question content area bottom Part 1 A. Embrace ethical values, enact ethical values, and communicate ethical values B. Do no harm, price products fairly, and foster honesty in advertising C. Do no harm, do not engage in illegal activities, and do not take advantage of consumers D. Foster trust in the marketing system, foster trust in consumers, and foster trust in government regulation E. Do no harm, foster trust in the marketing system, and embrace ethical values
E. Do no harm, foster trust in the marketing system, and embrace ethical values
Which form of direct and digital marketing do companies use to engage customers anywhere, anytime during the buying and relationship-building processes? Question content area bottom Part 1 A. Online marketing B. Social media marketing C. Websites D. E-mail E. Mobile marketing
E. Mobile marketing
________ calls for socially and environmentally responsible actions that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. Question content area bottom Part 1 A. Societal marketing B. Strategic marketing C. Responsible marketing D. Environmental marketing E. Sustainable marketing
E. Sustainable marketing
Which of the following has changed customers' notions of convenience, speed, price, product information, service, and brand interactions? Question content area bottom Part 1 A. E-mail marketing B. Catalogs C. Traditional direct marketing tools D. The Internet of Things E. The digital age
E. The digital age
Creating false wants and too much materialism, too few social goods, and cultural pollution represent which of the following? Question content area bottom Part 1 A. Marketing's impact on consumer welfare B. The negative effects of greed and corruption in business C. The impact of advertising, sales promotion, and social media D. The socioeconomic effects of unethical business practices E. The impact of marketing on society
E. The impact of marketing on society
Omni-channel retailing goes beyond just helping in-store customers as they cross-shop on mobile devices and requires _________________________. Question content area bottom Part 1 A. integration of product assortment, services mix, and price B. careful targeting, differentiation, and positioning C. carefully integrating all elements of the marketing mix to maximize value D. extra attention to product assortment, store atmosphere, and price E. carefully integrating the entire range of available shopping channels
E. carefully integrating the entire range of available shopping channels
Most companies ______________________ when first deciding on a global marketing organization. Question content area bottom Part 1 A. become a global organization B. set up a joint venture C. hire international marketing consultants D. create an international division E. establish an export department
E. establish an export department
Personal selling can be very effective in complex selling situations because it involves ________ interactions and engagement between salespeople and individual customers. Question content area bottom Part 1 A. nonpersonal B. competitive C. informal D. profitable E. interpersonal
E. interpersonal
International marketers and advertisers face challenges not encountered domestically. The most basic issue concerns ____________. Question content area bottom Part 1 A. lack of infrastructure and technology required for social or digital advertising B. differences in languages and religious practices in multiple country markets C. the difficulties in obtaining appropriate media outlets in multiple country markets D. government regulation and censorship in select country markets E. the amount of adaptation required for the unique characteristics of various country markets
E. the amount of adaptation required for the unique characteristics of various country markets
U.S. companies looking to enter a foreign country must first understand ____________. Question content area bottom Part 1 A. foreign monetary exchanges B. the implications of offshore manufacturing C. free trade zones D. the host country's cultural environment E. the international trade system
E. the international trade system
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. social media retailing C. green retailing D. tighter consumer spending E. retail convergence
E.retail convergence