BMGT 350 Exam 2 Quizzes & Warmups (7-14)
Goldtone is a multinational communications and information technology corporation. Its principal products are mobile telephones and tablets. It recently announced on its website that customers can suggest ideas for its upcoming product model. Contributors of short-listed ideas will be adequately rewarded. In this case, Goldtone is using ________ to generate new product ideas. A. crowdsourcing B. marketing strategy development C. test marketing D. business analysis E. concept development
A
Many vital and key functions are performed by marketing channels. Of the following, which is NOT one of those key functions? A. Manufacturing and assembly B. Distribution of persuasive communications C. Physical distribution D. Completion of transactions E. Fulfillment of completed transactions
A
One challenge of social media marketing is _____________________ A. social networks are largely user-controlled B. social media is not cost-effective C. the fact that it is not cost-effective D. social media does not lend itself to targeting E. the fact that social marketing has not spread globally
A
What are the four important decisions made when developing an advertising program? List them in order. A. Setting objectives, setting the budget, developing strategy, and evaluating effectiveness B. Setting the budget, setting objectives, developing strategy, and evaluating effectiveness C. Setting objectives, setting the budget, developing message strategy, and determining media timing D. Setting objectives, setting the budget, determining the impact on sales and profits, and determining the return on investment E. Developing message strategy, developing message execution, selecting media, and determining media timing
A
What event or circumstance has made mobile marketing a must for most brands? A. Widespread adoption of mobile devices B. Heavy use of mobile devices in international markets C. Unlimited consumer data plans D. Widespread use of mobile devices by preteens E. The decline of traditional marketing forms
A
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, exclusive, and selective B. intensive, selective, and targeted C. targeted, segmented, and global D. open, closed, and franchise E. intensive, exclusive, and global
A
Which of the following correctly defines a product? A. A product is anything offered to a market that might satisfy a need or want. B. Products include tangible objects and services but not events or people. C. A product is not a part of the overall market offering. D. Products have two levels: the actual product and the augmented product. E. Products are only tangible objects offered to a market to satisfy a want or need.
A
Which of the following describes layers of intermediaries performing some of the work to bring the product and its ownership closer to the final buyer? A. Channel levels B. Networking contacts C. Value delivery networks D. Supply chains E. Marketing channels
A
The goal of a push strategy is to _____________________________. A. give channel members additional media incentives to carry the product B. induce channel members to carry and promote the product C. build trade demand D. increase sales calls to distributors E. save money by only focusing on consumers
B
To create successful new products, a company must _______. A. obtain successful products through acquisitions instead of doing internal development B. understand its consumers, markets, and competitors and develop products that deliver superior value to customers C. cut costs to keep the price of new products low while delivering acceptable quality D. focus its new product development efforts only on consumers and deliver value E. spend more on research and development (R&D) than its competitors and understand its consumers
B
UPS uses _________________, which charges different prices for shipping depending on an item's destination. The more distant the city where the package is being shipped, the higher the price UPS charges. A. base-point pricing B. zone pricing C. uniform-delivered pricing D. free on board (FOB) origin E. freight-absorption pricing
B
What are the two major elements in developing advertising strategy? A. Determining the target audience and selecting advertising media B. Creating advertising messages and selecting advertising media C. Creating advertising messages and selecting advertising agencies D. Creating advertising messages and setting the advertising budget E. Determining the advertising budget and determining ROI
B
When the company has defined its channel objectives, it should next identify its major channel alternatives in terms of the types of intermediaries, the number of intermediaries, and __________________. A. consumer needs B. the responsibilities of channel members C. the profitability of the channel D. economic criteria E. whether to use intensive or exclusive distribution
B
When Coca-Cola saw the growth of the bottled-water category, it launched DASANIÒ, its brand of bottled water. Which brand development strategy did Coca-Cola use in launching DASANI? A. Licensing B. New brand C. Multibranding D. Brand extension E. Line extension
B
Which of the following describes the activities that play an important role in connecting brands to consumers in the final phases of the buying process? A. Wholesaling B. Retailing C. Shopper marketing D. Manufacturing E. Warehousing
B
Which of the following has changed customers' notions of convenience, speed, price, product information, service, and brand interactions? A. Traditional direct marketing tools B. The digital age C. E-mail marketing D. The Internet of Things E. Catalogs
B
Which of the following incorporates the advantage of brands operating in different categories with the combined brands creating broader consumer appeal and greater brand equity? A. Distributor branding B. Co-branding C. Store branding D. Private branding E. National branding
B
Which of the following is correct regarding the forms of direct and digital marketing? A. Marketers today only use direct and digital marketing. B. New digital and the more traditional forms of direct marketing must be blended and integrated C. Direct and digital marketing does not include mobile marketing. D. Traditional direct marketing tools are still used but are no longer important. E. Online marketing is the only form of direct and digital marketing.
B
Which of the following statements about blogs is correct? A. They are expensive to start and maintain. B. Blogs can be difficult for the company to control. C. Blogs are a company-controlled medium. D. Companies cannot gain insights from their blogs. E. For consumers, they are impersonal.
B
Which of the following statements about sales promotions is correct? A. Sales promotions offer long-term incentives to buy a product. B. The heavy use of sales promotions has resulted in promotion clutter. C. Sales promotions are only offered to consumers. D. The use of sales promotions has declined in recent years. E. Companies that use sales promotions usually do not use any other promotional mix tools.
B
Which of the following statements is TRUE about public relations and a company's overall integrated marketing communications efforts? A. PR should be planned first, then advertising second. B. PR should be blended smoothly with promotion activities. C. PR has no value within a social media context. D. PR is now the more dominant media than other forms. E. PR should have a separate budget from marketing communications.
B
Which of the following statements is TRUE regarding the selection of qualified channel members? A. Selecting qualified channel members is largely controlled by government regulation. B. Producers vary in their ability to attract qualified marketing intermediaries. C. Firms select only qualified channel members in their immediate geographical area. D. Established brands have no trouble finding and keeping qualified channel members. E. To find and select qualified channel members, firms simply refer to a national online database.
B
Which of the following statements is correct regarding marketing communications today? A. Marketers are reversing a trend toward digital media. B. Advertisers are now able to engage smaller customer segments with more personalized, interactive content. C. Most marketers do not use integrated marketing communications tools or planning. D. Digital and social media have given birth to a more targeted, more social, but less engaging marketing communications. E. Advertisers are adopting less fragmented media and promotion mixes to reach their diverse markets.
B
Which of the following statements is true regarding the promotion mix? 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. Sales promotions are long-term incentives to encourage the purchase or sale of a product or service. E. Advertising is a personal form of marketing communication.
B
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. Companies are placing less emphasis on logistics and more on constraining costs. 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. Logistics involve inbound logistics, outbound logistics, and reverse logistics.
B
___________________ advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now. A. Reminder B. Persuasive C. Attack D. Comparative E. Informative
B
Companies such as Breitling watches and Pandora charm bracelets use which of the following types of distribution strategy? A. Franchise B. Selective C. Exclusive D. Intensive E. Direct
C
International marketers and advertisers face challenges not encountered domestically. The most basic issue concerns ____________. A. lack of infrastructure and technology required for social or digital advertising B. the difficulties in obtaining appropriate media outlets in multiple country markets C. the amount of adaptation required for the unique characteristics of various country markets Your answer is correct. D. government regulation and censorship in select country markets E. differences in languages and religious practices in multiple country markets
C
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. Create informative, persuasive, and distinct messaging content C. Adopt the concept of integrated marketing communications D. Develop targeted social media and digital advertising E. Use marketing management software
C
Of the following, which is NOT one of the product-mix pricing situations? A. Captive-product pricing B. Product line pricing C. Penetration pricing D. Optional-product pricing E. Product bundle pricing
C
Of the following, which is core element of our free-market economy? A. Uniform pricing regulations B. Free trade C. Price competition D. Cost controls E. Price cuts
C
Personal selling can be very effective in complex selling situations because it involves ________ interactions and engagement between salespeople and individual customers. A. nonpersonal B. profitable C. interpersonal D. competitive E. informal
C
What are the four steps to designing marketing channels, in the correct order? A. Analyzing consumer needs, setting channel objectives, identifying the design of competitors' channels, and evaluating the 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 major channel alternatives, and evaluating the alternatives Your answer is correct. D. Identifying the design of competitors' channels, setting channel objectives, analyzing consumer needs, and evaluating channel alternatives E. Setting channel objectives, analyzing consumer needs, identifying major channel alternatives, and evaluating the alternatives
C
When a company builds a brand, it needs to make important decisions regarding the brand. Of the following, which is NOT one of those decisions? A. Brand development B. Brand name selection C. Brand licensing opportunities D. Brand positioning E. Brand sponsorship options
C
Which of the following correctly describes omni-channel retailing? A. Selling products online environments B. Developing close partnerships between wholesalers and retailers C. Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping D. Setting up franchises in different locations with seamless delivery of integrated services E. Allowing one supplier to sell to multiple retailers through multiple channels
C
Which of the following is considered part of an augmented product rather than that of an actual product or core customer value? A. Packaging B. Product features C. Warranty D. Brand name E. Design
C
Which of the following statements about major retail trends is NOT true? A. Retailers have now adjusted to the new economic realities. B. Major retailers are expanding globally. C. The green movement has not quite taken hold. D. Differentiation is now more difficult. E. There is a continued rise of megaretailers.
C
Which of the following statements about personal selling is correct? A. Salespeople represent the company to customers, but they do not represent customers to the company. B. The role of personal selling is very consistent from company to company. C. Salespeople are often the only direct contact with a customer. D. Personal selling is a fairly new profession. E. Personal selling is the nonpersonal arm of the promotional mix.
C
Which of the following statements is true regarding channel organization? A. Channel organization is always based on formal interactions guided by strong organizational structures. 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. In a well-organized channel, conflicts rarely occur. E. Once a channel is organized and set, it rarely changes.
C
Which of the statements is TRUE regarding media and message decisions? A. Media and message decisions have no impact on results. B. Media and message decisions have no relationship to budgeting. C. Media and message decisions should be closely coordinated. D. Media and message decisions are independent of each other. E. Message decisions are now more important than media decisions.
C
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function? A. Lobbying B. Press relations C. Development D. Public affairs E. Investor relations
C
____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Junk mail B. Deceptive pricing C. Invasion of privacy D. Deceptive advertising E. Irritation
C
_______________________ is an example of horizontal channel conflict. A. A consumer complaining to a retailer about the service he received B. A retailer complaining about receiving damaged goods from a wholesaler C. A Subaru dealer complaining that another Subaru dealer is advertising in its territory D. A consumer complaining to a producer about the quality of a product E. A retailer complaining about a producer's pricing
C
Ad agency Young & Rubicam's BrandAsset Valuator measures brand strength along four consumer perception dimensions. Brand ___________ is defined in terms of how highly consumers regard and respect the brand. A. relevance B. equity C. differentiation D. esteem E. knowledge
D
In place of traditional media, marketers are using __________________________ to engage smaller customer segments with more personalized, interactive content. A. more integrated social media B. narrow but highly targeted media C. increased amounts of public relations, trade shows, special events, and social media D. a broad selection of more specialized and highly targeted media E. less social media and more traditional but targeted media
D
Which of the following is NOT a product life cycle (PLC) stage? A. Growth B. Maturity C. Decline D. Commercialization E. Introduction
D
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. The lines between advertising and public relations are becoming more blurred. E. Public relations is used only to promote products.
D
Sadie's Restaurant has listened to its customers over the years and is now able to offer the right combination of quality and good service at a fair price. Which pricing strategy is Sadie's using? A. Value-added pricing B. Break-even pricing C. High-low pricing D. Good-value pricing E. Cost-based pricing
D
_____________________ are the five promotion mix tools used by marketers to communicate customer value. A. Advertising, business-to-business selling, personal selling, sales promotion, and direct and digital marketing B. Product, price, place, promotion, and advertising C. Advertising, public relations, personal selling, sales promotion, and telemarketing D. Advertising, public relations, personal selling, sales promotion, and direct and digital marketing E. Television advertising, radio advertising, online advertising, social media advertising, and outdoor advertising
D
______________________ protect consumers from harm and the company from liability by proactively ferreting out potential product problems. A. Attorneys B. Ombudsmen C. Product managers D. Product stewards E. Brand managers
D
________________________ is one major objective associated with a market-penetration pricing strategy. A. Preventing customer dissatisfaction B. Skimming off small but profitable market segments C. Attracting buyers willing to pay a higher price D. Winning large market share E. Avoiding everyday low pricing
D
___________________is used to build and maintain national or local community relationships and is one of the functions of public relations. A. Investor relations B. Development C. Lobbying D. Public affairs E. Press relations
D
According to the text, what is one of the biggest advantages of social media? A. Targeted and personal application B. Immediacy and timeliness C. Interactivity D. Cost-effectiveness E. Engagement and social sharing capabilities
E
Advertising decisions involve multiple steps culminating in the measurement of the sales effects of advertising or brand content. Which of the following considers return on investment? A. Frequency B. Impact C. Defining reach D. Engagement goals E. Evaluation
E
Marketing channels perform many key functions. Which of the following is NOT one of those key functions? A. Contact work B. Assuming risks of carrying out channel work C. Fulfilling completed transactions D. Helping to complete transactions E. Manufacturing
E
Which of the following would be an appropriate strategy during the growth stage of the product life cycle? A. Use promotional spending to inform consumers and get them to try the product. B. Shift some advertising from building product awareness to building product conviction and purchase. C. Modify the market, product offer, and marketing mix. D. Produce basic versions of the product and focus on selling to those buyers who are the most ready to buy. E. Spend a lot of money on product improvement, promotion, and distribution.
E
Which type of consumer products are frequently purchased with little planning, little comparison or shopping effort, and low customer involvement? A. Capital products B. Specialty products C. Industrial products D. Shopping products E. Convenience products
E
_______________________ 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. Advertising C. Sales promotions D. Public relations E. Direct marketing
E
___________________ are the two ways firms can obtain new products. A. Mergers and acquisitions B. New product development and external research and development C. Acquisitions and external research and development D. New product development and existing product modification E. Acquisitions and new product development
E
_______________________ uses tools that engage directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A. Personal selling B. Sales promotion C. Advertising D. Public relations E. Direct and digital marketing
E
Continually adjusting prices to meet the characteristics and needs of individual customers and situations is known as _______________________. A. cash rebates B. segmented pricing C. dynamic pricing D. promotional pricing E. psychological pricing
C
How do companies apply pricing strategies to accommodate differences in customer segments and situations? A. They create price allowance pricing strategies. B. They use selective promotional pricing strategies. C. They apply a variety of price adjustment strategies. D. They use accommodations such as preferred pricing strategies. E. They focus on segmented pricing strategies.
C
All products have a life cycle. The sales of a typical product follow __________________, which is made up of five stages. A. an S-shaped curve B. a bell-shaped curve C. a spiral curve D. a V-shaped curve E. an inverted V-shaped curve
A
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. Preapproach B. Approach C. Presentation and demonstration D. Prospecting and qualifying E. Handling objections
A
At which step in the personal selling process does a salesperson meet the customer for the first time? A. Approach B. Prospecting C. Qualifying D. Preapproach E. Presentation
A
Gillette charges a fairly low price for its razors (relative to costs) and a high price for razor blades. It is using a strategy of ___________ pricing. A. captive-product B. by-product C. product line D. two-part E. product bundle
A
Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this represent? A. Administered VMS B. Conventional distribution channel C. Contractual VMS D. Corporate VMS E. Manufacturer-sponsored retailer franchise system
A
Most companies today see their intermediaries as first-line customers and focus on ________ to forge long-term relationships with channel members. A. partner relationship management B. government assistance C. discounted prices D. legal contracts E. promotional incentives
A
Of product and services assortment, price, promotion, and place, which plays one of the most important roles in aligning target markets and positioning? A. Place B. Promotion C. Product assortment D. Price E. Services assortment
A
What is the goal of advertising? A. To help move consumers through the buying process B. To create consumer communities C. To define a product's value D. To create interest and consumer hype E. To provide feedback on products and services
A
Which of the following sets of characteristics correctly classifies retailers? A. Amount of service offered, the breadth and depth of product lines, relative prices they charge, and how they are organized B. Breadth and depth of product lines, relative prices they charge, location of the store, and store size 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
A
Which of the following statements about new product development strategy is correct? A. Innovation can be very expensive and very risky. B. New products are usually successful because consumers like new things. C. A new product will succeed as long as it is priced correctly. D. New products are not a major source of growth for companies. E. Good advertising creates successful new products.
A
Which of the following statements regarding managing service quality is correct? A. Unlike product quality, service quality will always vary. B. Service recovery is unimportant in managing service quality. C. Setting standards is not important in delivering service quality. D. Service quality is easier to define and judge than product quality. E. Customer retention is not related to service quality.
A
Adding a new product line to an existing portfolio means that the line has __________________. A. differentiated its product mix depth B. increased product mix width C. increased product support services D. extended product line length E. altered its product mix consistency
B
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. Decisions about targeting B. Social media and visibility decisions C. Decisions regarding segmentation D. Store differentiation and positioning decisions E. Retail marketing mix decisions
B
Best Buy, Home Depot, Petco, and Bed Bath & Beyond, which are actually giant specialty stores characterized by immense size and deep assortments of merchandise, are sometimes called _______________. A. off-price retailers B. category killers C. supermarkets D. discount stores E. service retailers
B
GE Healthcare employs different sales forces for diagnostic imaging, life sciences, and integrated IT products and services. GE Healthcare has adopted a ______ sales force structure. A. market B. product C. territorial D. customer E. complex
B
In determining product quality, what are the two dimensions of quality marketers must decide upon? A. Consistency and packaging B. Level and consistency C. Level and price D. Level and conformance E. Consistency and conformance
B
Intermediaries are used by most producers to bring products to market. These intermediaries are known as _________________________. A. contract manufacturers B. marketing channels C. logistics companies D. retail partners E. offshore manufacturing partners
B
In general, sales promotion campaigns should ______________________. A. only be used on social media B. be customer relationship building C. only be offered to consumers D. be used without additional advertising support E. offer buyers long-term incentives to purchase a good or service
B
Marketers must consider potential product issues related to social responsibility. Of the following, which is NOT one of the product issues associated with social responsibility? A. Public policy issues and regulations B. Product differentiation and positioning C. Product warranties D. Patent protection E. Product safety
B
Most companies today want their salespeople to _______, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company. A. cut prices to make the sale B. practice value selling C. capture short-term business D. close sales E. use a transaction-oriented sales approach
B
Price ceilings are set by customer perception. Which of the following sets the floor for the price that a company charges? A. Market conditions B. Costs C. Revenue projections D. Competitors E. Customers
B
Service _______ means that the quality of services depends on who provides them as well as when, where, and how they are provided. A. perishability B. variability C. packaging D. intangibility E. inseparability
B
The totality of a company's product lines and items offered to customers is known as its _________________. A. product lines B. product mix C. product line depth D. product line width E. product line length
B
Which of the following is TRUE regarding new types of channel organizations? A. They provide improved leadership, but performance is unstable. B. They provide stronger leadership and improved performance. C. They provide stronger leadership for larger-scale companies. D. They provide improved performance but lack leadership. E. They provide improved performance for small firms.
B
Which of the following terms correctly describes the positive differential effect that knowing the brand name has on customer response to the product or the service? A. Brand positioning B. Brand equity C. Brand name D. Brand voice E. Brand personality
B
Omni-channel retailing goes beyond just helping in-store customers as they cross-shop on mobile devices and requires _________________________. A. extra attention to product assortment, store atmosphere, and price B. carefully integrating the entire range of available shopping channels C. integration of product assortment, services mix, and price D. careful targeting, differentiation, and positioning E. carefully integrating all elements of the marketing mix to maximize value
B
_______ is the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance. A. Sales promotion B. Social selling C. New-age selling D. Digital selling E. Technology selling
B
Catalogs, online and social media, and mobile marketing are some of the specific promotional tools used in _________________________. A. sales presentations B. personal selling C. direct and digital marketing D. public relations E. sales promotion
C
Successful retailers of the future must adopt which type of buying experience that is both seamless and integrates multiple types of media? A. Direct-to-consumer retailing B. Omni-channel retailing C. Social shopping retailing D. Off-price retailing E. Discount retailing
C
The three major groups of wholesalers are ________. A. merchant wholesalers, full-service wholesalers, and limited-service wholesalers B. merchant wholesalers, brokers and agents, and wholesale clubs C. merchant wholesalers, brokers and agents, and manufacturers' and retailers' branches and offices D. merchant wholesalers, wholesale clubs, and big-box stores E. merchant wholesalers, brokers and agents, and full-service wholesalers
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. green retailing B. tighter consumer spending C. retail convergence D. social media retailing E. pop-up stores
C
The Robinson-Patman Act seeks to ensure that sellers offer the same price terms to customers at a given level of trade to prevent ______________________. A. retail price maintenance B. price-fixing C. price discrimination D. predatory pricing E. deceptive pricing
C
When marketers create services marketing strategy, they understand they must execute on external marketing but also develop _______________________________. A. interactive marketing strategies for service providers and vendors B. create strategies that enhance buyer-seller interaction C. internal strategies to motivate employees and interactive marketing to create service delivery skills among service providers D. internal marketing programs for customer service representatives E. employee and customer-facing marketing strategies as well
C
Which of the following correctly describes the classifications into which products and services fall? A. Wholesale products and retail products B. Consumer products and business products C. Consumer products and industrial products D. Technology products and non-technology products E. Luxury products and non-luxury products
C
________ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A. Kiosk marketing B. Telemarketing C. Direct-mail marketing D. Catalog marketing E. Direct-response television marketing
C
_________________________ are the objectives of trade promotions. A. Urging short-term customer buying and gaining customer loyalty B. Generating business leads, stimulating purchases, rewarding customers, and motivating salespeople C. Getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space D. Getting more sales force support for current or new products and getting salespeople to sign up new accounts E. Boosting consumer brand involvement and short-term buying
C
According to the text, what is perhaps the toughest public policy issue now confronting the direct marketing industry? A. Fraud B. Security C. Phishing D. Invasion of privacy E. Irritation
D
In which of the following does a producer direct marketing activities (primarily personal selling and trade promotion) toward channel members? A. Product communications B. Integrated communications C. A pull strategy D. A push strategy E. A personal selling strategy
D
Kroger, headquartered in Cincinnati, Ohio, is one of the nation's largest grocery chains. It owns several brands sold in its stores, including Private Selection, Heritage Farm, and Simple. These brands represent which type of brand sponsorship? A. Generic brands B. Private labels C. Co-brands D. Private brands E. Manufacturer's brand
D
New product development consists of eight sequential steps. Which step reduces the number of ideas based on the company's criteria? A. Concept testing B. Business analysis C. Product concept development D. Idea screening E. Ideation
D
The four major functions of marketing logistics are __________________________. A. warehousing, inventory management, shipping, and receiving B. warehousing, transportation, wholesaling, and retailing C. warehousing, inventory management, transportation, and retailing D. warehousing, inventory management, transportation, and logistics information management E. forecasting, order processing, transportation, and inventory management
D
The quality of services depends on who provides them as well as when, where, and how they are provided. Which characteristic of services does this describe? A. Intangibility B. Perishability C. Inseparability D. Variability E. Tangibility
D
When Doritos comes out with new flavors of its tortilla chips, what brand development strategy does it employ? A. New brand B. Brand extension C. Multibrand D. Line extension E. Store brand
D
When setting marketing channel objectives, companies should state the objective in terms of ______. A. exclusive distribution arrangements B. expected profitability C. competitors' objectives D. targeted levels of customer service E. the length of the channel
D
Which of the following is described as "always on" and is a large component of the digital advertising mix? A. Email marketing B. Through fund-raising C. Online videos D. Search advertising E. Branded web communities
D
Which of the following is the correct definition of a product? A. A product is a tangible good or a service that can be offered to a market for consumption that might satisfy a want or need. B. A product is a tangible good that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. C. A product is a tangible good or a service that can be offered to a market for attention, acquisition, use, or consumption that does not satisfy a want or need. D. A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Your answer is correct. E. A product is anything that can be offered to a market for consumption that does not satisfy a want or need.
D
Which of the following represents the four major classifications of retail organizations? A. Corporate chains, voluntary chains, retailer cooperatives, and wholesalers B. Corporate chains, voluntary chains, wholesalers, and franchise organizations C. Corporate chains, wholesalers, superstores, and franchise organizations D. Corporate chains, voluntary chains, retailer cooperatives, and franchise organizations E. Discount stores, service retailers, superstores, and supermarkets
D
Which of the following retail trends is making differentiation more difficult? A. Value-seeking consumers B. Retail global expansion C. The demise of brick-and-mortar retail D. Retail convergence E. Omni-channel retailing
D
A company sets a high price on a new product it introduces to maximize revenue from various market segments. Which new product pricing strategy is the company using? A.Product line pricing B. Market-penetration pricing C. Product bundle pricing D. Captive-product pricing E. Market-skimming pricing
E
A variation of break-even pricing is ____________________, which uses the concept of a break-even chart that shows the total cost and total revenue expected at different sales volume levels. A. Everyday low pricing (EDLP) B. Competition-based pricing C. Value-added pricing D. High-low pricing E. Target return pricing
E
After recruiting and selecting salespeople, what is the next major step in sales force management? A. Supervising salespeople B. Compensating salespeople C. Designing sales force strategy and structure D. Evaluating salespeople E. Training salespeople
E
After segmenting and defining their target markets, retailers must then ____________________. A. decide on pricing by product line and assortment B. decide on the product assortment and volume they will stock C. decide on the store atmosphere and shopping experience D. decide on the level of service they will provide E. decide how they will differentiate and position themselves
E
Companies use ______________ to build good relations with consumers, investors, the media, and their communities. A. sales promotion B. telemarketing C. advertising D. personal selling E. public relations
E
In the early 1970s, Gary Dahl sold Pet Rocks. The product had a short, temporary period of unusually high sales driven by consumer enthusiasm and immediate product popularity, but then sales declined very quickly. The PLC sales pattern for Pet Rocks is known as ________________. A. a fashion B. a normal product life cycle curve C. a failure D. a style E. a fad
E
Marketers must consider external considerations in establishing pricing. Which of the following represents those external considerations? A. Demand, market strategy, and the effect of reseller actions B. Demand, revenue objectives, and stakeholder requirements C. The nature of the market and environmental factors D. Market strategy, environmental factors, and distribution channels E. The nature of the market and demand and other environmental factors
E
Marketers must make important decisions when developing individual products and services. Which of the following correctly identifies those important decisions? A. Product attributes, pricing, advertising, distribution, and promotion B. Branding, pricing, advertising, distribution, and product support services C. Product attributes, branding, quality level, pricing, and distribution D. Quality level, pricing, advertising, distribution, and promotion E. Product attributes, branding, packaging, labeling, and product support services
E
Services are characterized by four key aspects: ______________________. A. services are intangible, perishable, consistent, and inseparable B. services are inexpensive, easy to find, intangible, and variable C. services are intangible, variable, perishable, and inexpensive D. services are intangible, inexpensive, easy to find, and automated E. services are intangible, inseparable, variable, and perishable
E
The only reason for a wholesaler to exist is to ___________________ by increasing the efficiency and effectiveness of the entire marketing channel. A. lower logistical costs B. eliminate marketing costs C. replace a sales team D. facilitate distribution E. add value
E
When we see Hello Kitty on children's clothing, Disney characters on lunchboxes, and SpongeBob SquarePants on breakfast cereals, which form of brand sponsorship is being used? A. Store branding B. National branding C. Private branding D. Co-branding E. Licensing
E
Which of the following accurately describes a company's efforts to engage customers, persuasively communicate customer value, and build customer relationships? A. Promotion mix B. Personal and direct selling mix C. Direct and digital marketing mix D. Advertising and public relations mix E. Marketing mix
E
Which of the following indicates the length of a channel? A. The number of wholesalers in the channel B. The number of producers in the channel C. The number of retailers in the channel D. The number of final consumers in the channel E. The number of intermediary levels in the channel
E
Which of the following statements about public relations is correct? A. Public relations cannot be used to engage consumers. B. The impact of public relations on public awareness comes at a much higher cost than advertising. C. Public relations is only used to promote products. D. Trade associations do not use public relations. E. The lines between advertising and public relations are becoming more blurred.
E
Which of the following statements regarding packaging is correct? A. Companies can say anything they want on product packaging. B. Product strategy does not include packaging as an important consideration. C. Packaging should change every few months. D. Product safety is not impacted by packaging. E. Innovative packaging can give a company an advantage over competitors and boost sales.
E
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. Recruiting and selecting salespeople, training salespeople, designing sales force strategy and structure, evaluating salespeople, compensating salespeople, and supervising and motivating salespeople C. Evaluating salespeople, designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, compensating salespeople, and supervising and motivating salespeople D. Designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, supervising and motivating salespeople, evaluating salespeople, and compensating salespeople E. Designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, evaluating salespeople, compensating salespeople, and supervising and motivating salespeople
A
Which of the following statements about the omni-channel buyer is NOT correct? A. Omni-channel buyers do not need the bricks-and-mortar environment in which to shop. Your answer is correct. B. They will cause a massive shift in how store retailers operate. C. They shift easily across online and in-store channels throughout the buying process. D. They readily research products and prices online, shopping digitally from home, from work, in stores, or anywhere in between. E. Omni-channel buying calls for omni-channel retailing.
A
____________________ is perhaps the biggest advantage of social media. A. Engagement and social sharing capabilities B. The potential to grow an audience base C. User-controlled content D. Return on investment E. the low cost
A
_____________________ is a retailing technique of carefully orchestrating the store's layout and displays, background music, colors, and smells. A. Experiential retailing B. Wholesaling C. Omni-channel retailing D. Interior design E. Environmental retailing
A
______________________ is the step of the new product development process during which a physical product is first developed. A. Product development B. Test marketing C. Concept development and testing D. Idea generation E. Marketing strategy development
A
________________________ are the main forms of direct and digital marketing. A. Traditional direct marketing tools and new digital marketing tools B. Online marketing, social media marketing, and telemarketing C. Social media marketing, telemarketing, and kiosk marketing D. Mobile marketing, social media marketing, and direct mail marketing E. Online marketing, direct response television marketing, and mobile marketing
A
