Exam 3
Which advertising objective is best suited to maintaining customer relationships and for more mature products? A. Reminder B. Attack C. Humorous D. Persuasive E. Informative
A
Which of the following are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople? A. Business promotions B. Trade promotions C. Sales force promotions D. Consumer promotions E. Clutter promotions
A
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. product B. territorial C. customer D. market E. complex
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. Fulfillment of completed transactions E. Completion of transactions
A
Marketing logistics addresses not only outbound logistics but also inbound logistics and reverse logistics, which means it ____________________________. A. involves the entire supply chain management B. it is the centerpiece for quicker times to market and enhanced cost reductions C. focuses on just-in-time inventory management D. is the solution for managing costs and customer satisfaction E. enables producers, manufacturers, and distribution to maximize cost savings
A
One of the primary advantages of marketing logistics is __________________. A. potentially high cost savings and improved customer satisfaction B. improved customer satisfaction and faster time to market C. being the solution for maximizing costs and customer satisfaction D. cost savings in inventory management E. maximizing inbound, outbound, and reverse logistics
A
Producers of a strong brand sometimes sell it to dealers only if the dealers will take some or all of the rest of its line. This is known as full-line forcing. Which of the following statements is true regarding full-line forcing? A. It may or may not be legal. B. It is always legal. C. It is only illegal in Europe. D. It is only legal in New York, California, and Texas. E. It is always illegal.
A
Retailers must decide on which three major product variables? A. Product assortment, services mix, and store atmosphere B. Product assortment, store atmosphere, and price C. Product assortment, services mix, and location D. Product assortment, price, and location E. Product assortment, services mix, and price
A
Successful retailers of the future must adopt which type of buying experience that is both seamless and integrates multiple types of media? A. Social shopping retailing B. Discount retailing C. Omni-channel retailing D. Direct-to-consumer retailing E. Off-price retailing
A
The four elements of a compensation plan for salespeople are __________. A. A fixed amount, a variable amount, expenses, and fringe benefits B. A fixed amount, a variable amount, expenses, and salary C. A fixed amount, a variable amount, stock ownership, and fringe benefits D. A fixed amount, a variable amount, salary, and commission E. A fixed amount, a variable amount, expenses, and commission
A
The goal of integrated marketing communications is to __________________________________. A. deliver clear, consistent, and compelling messages about the organization and its brands B. have different media carry different messages about a brand in an integrated way C. integrate communications via online and mobile technologies at a lower cost per impression D. lower overall marketing expenditures while delivering increased results E. maximize return on investment with increased revenue across all brands
A
The seven-step selling process takes a __________ approach to selling. In other words, its aim is to help salespeople close a specific sale with a customer. A. transaction-oriented B. value-oriented C. relationship-oriented D. profit-oriented E. customer-oriented
A
Websites, online advertising, email, online video, and blogs are all forms of ______. A. online marketing B. traditional direct marketing C. telemarketing D. social media marketing E. mobile marketing
A
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. the responsibilities of channel members B. consumer needs C. the profitability of the channel D. whether to use intensive or exclusive distribution E. economic criteria
A
Which of the following indicates the length of a channel? A. The number of intermediary levels in the channel B. The number of final consumers in the channel C. The number of wholesalers in the channel D. The number of producers in the channel E. The number of retailers in the channel
A
Which of the following is a form of traditional direct marketing? A. Kiosk marketing B. Blogs C. Mobile marketing D. Social media marketing E. Websites
A
Which of the following is a reason that producers use marketing channels and channel intermediaries? A. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers. B. Using marketing channels allows producers to retain control over how and to whom they sell their products. C. Marketing channel decisions only require a short-term commitment. D. Using channel intermediaries increases the number of contacts with customers. E. The reduced costs of using channel intermediaries offsets the inefficiencies of marketing channels.
A
Which of the following statements about blogs is correct? A. Blogs can be difficult for the company to control. B. Blogs are a company-controlled medium. C. For consumers, they are impersonal. D. They are expensive to start and maintain. E. Companies cannot gain insights from their blogs.
A
Which of the following statements about retailer marketing decisions is correct? A. Retailers identify three critical factors for retail success: location, location, and location. B. Stores do not need to differentiate and position themselves. C. Retailers do not have to segment and target their markets. D. Retailers do not differentiate themselves on their service mix. E. Most retailers seek either high markups on higher volume or low markups on lower volume.
A
Which of the following statements is correct regarding sellers and their use of direct and digital marketing? A. Sellers have opportunities to engage in real-time marketing. Your answer is correct. B. Sellers using direct and digital marketing cannot ask questions and solicit feedback from customers. C. For sellers, direct and digital marketing are inflexible. D. For sellers, using direct and digital marketing is expensive. E. For sellers, direct and digital marketing are very inefficient.
A
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function? A. Development B. Public affairs C. Press relations D. Lobbying E. Investor relations
A
_______________________ entails managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers. A. Supply chain management B. Reseller networks C. Distribution networks management D. Business distribution management E. Wholesaling
A
_________________________ are the objectives of trade promotions. A. Getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space B. Generating business leads, stimulating purchases, rewarding customers, and motivating salespeople C. Boosting consumer brand involvement and short-term buying D. Urging short-term customer buying and gaining customer loyalty E. Getting more sales force support for current or new products and getting salespeople to sign up new accounts
A
It's time for the Super Bowl, and the end-of-the-aisle displays at the supermarket feature chips, dips, and soft drinks. What type of sales promotion tool is this? A. Point-of-purchase B. Sample C. Allowance D. Sponsorship E. Premium
A
____________________ is perhaps the biggest advantage of social media. A. Engagement and social sharing capabilities B. The potential to grow an audience base C. Return on investment D. the low cost E. User-controlled content
A
_______________________ 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. Direct and digital marketing B. Public relations C. Personal selling D. Sales promotion E. Advertising
A
A blog is a(n) ______. A. type of targeted e-mail B. online forum C. mobile app D. text- and image-based ad and link that appears atop or alongside search engine results E. type of online advertising
B
After recruiting and selecting salespeople, what is the next major step in sales force management? A. Compensating salespeople B. Training salespeople C. Evaluating salespeople D. Supervising salespeople E. Designing sales force strategy and structure
B
By performing the channel function of ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost. A. risk bearing B. selling and promoting C. bulk-breaking D. buying and assortment building E. financing
B
During the presentation step in the personal selling process, the salesperson ______________. A. attempts to "razzle-dazzle" the buyer B. tells the buyer a "value story" C. meets the buyer for the first time D. closes the deal E. handles objections
B
Hotels and motels, banks, airlines, restaurants, colleges, hospitals, movie theaters, tennis clubs, bowling alleys, repair services, hair salons, and dry cleaners are all examples of ________. A. franchises B. service retailers C. wholesalers D. non-retailers E. specialty stores
B
Justin, Inc., a U.S.-based watch manufacturer, sells its products in China, Russia, France, and India. To manage sales, Justin appoints a number of sales representatives to each location. Justin has adopted a ________ sales force structure. A. customer B. territorial C. market D. product E. complex
B
One challenge of social media marketing is _____________________ A. social media does not lend itself to targeting B. social networks are largely user-controlled C. social media is not cost-effective D. the fact that it is not cost-effective E. the fact that social marketing has not spread globally
B
Social media are ideal for participating in customer conversations and listening to customer feedback because they are _____________. A. targeted and personal B. interactive C. cost-effective D. engaging E. immediate and timely
B
The digital version of word-of-mouth marketing that involves creating videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called _______. A. e-mail marketing B. viral marketing C. online marketing D. search engine marketing E. omni-channel marketing
B
The fastest-growing sales trend today is ______________. A. team selling B. social selling C. outside sales D. inside sales E. product selling
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. Determining the advertising budget and determining ROI D. Creating advertising messages and setting the advertising budget E. Creating advertising messages and selecting advertising agencies
B
What characteristics are possessed by the best salespeople? A. The best salespeople make a sale and then move on. B. The best salespeople are the ones who work closely with customers for mutual gain. C. The best salespeople are highly educated. D. The best salespeople consistently exceed their sales goals. E. The best salespeople are excellent at proposals and quotes.
B
What event or circumstance has made mobile marketing a must for most brands? A. Heavy use of mobile devices in international markets B. Widespread adoption of mobile devices Your answer is correct. C. Widespread use of mobile devices by preteens D. The decline of traditional marketing forms E. Unlimited consumer data plans
B
What is the goal of advertising? A. To define a product's value B. To help move consumers through the buying process C. To create interest and consumer hype D. To create consumer communities E. To provide feedback on products and services
B
What is the overall goal when retailers choose their product assortment? A. Offer products that will appeal to as many segments as possible B. Differentiate the retailer while matching target shoppers' expectations C. Only choose products that will maximize profits D. Offer the same products as their competitors E. Offer as many products as they can fit on the shelves
B
Which of the following accurately represents the three characteristics of advertising appeals? A. To be believable, to be distinctive, and to be ethical B. To be meaningful, to be believable, and to be distinctive C. To be meaningful, to be distinctive, and to use persuasive claims D. To be meaningful, to be believable, and to generate revenue E. To be meaningful, to be believable, and to be memorable
B
Which of the following are common trade promotion tools? A. Rebates, samples, coupons, and price packs B. Discounts, free goods, allowances, and free advertising specialty items C. Discounts, free goods, allowances, and price packs D. Discounts, free goods, coupons, and rebates E. Rebates, discounts, free goods, and allowances
B
Which of the following is correct regarding the forms of direct and digital marketing? A. Online marketing is the only form of 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. Marketers today only use direct and digital marketing.
B
Which of the following makes up the retail marketing mix? A. Product and services assortment, prices, promotion, and store positioning B. Product and services assortment, price, promotion, and location C. Product and services assortment, price, promotion and store differentiation D. Product and services assortment, price, promotion, and retail segmentation E. Product and services assortment, price, promotion, and retail targeting
B
Which of the following recognizes that improved logistics mandates teamwork across the company and the entire supply chain? A. Reverse logistics management B. Integrated supply chain management C. Just-in-time logistics management D. Logistics information management E. Electronic data exchange
B
Which of the following represents a new trend in logistics to save costs, increase efficiencies, and gain faster and more effective access to global markets? A. Electronic data exchange B. Outsourcing logistics functions C. RFID and barcode tracking D. Vendor managed inventory E. Just-in-time logistics
B
Which of the following statements about sales promotions is correct? A. The use of sales promotions has declined in recent years. B. The heavy use of sales promotions has resulted in promotion clutter. C. Companies that use sales promotions usually do not use any other promotional mix tools. D. Sales promotions are only offered to consumers. E. Sales promotions offer long-term incentives to buy a product.
B
Which of the following statements about wholesaling is true? A. Wholesalers do not make positioning decisions. B. Wholesalers must make decisions regarding their marketing mix. C. Wholesalers do not need to differentiate themselves. D. Wholesalers do not need to segment their markets. E. Wholesalers do not need to define a target market
B
Which of the following statements is TRUE about public relations and a company's overall integrated marketing communications efforts? A. PR should have a separate budget from marketing communications. B. PR should be blended smoothly with promotion activities. C. PR should be planned first, then advertising second. D. PR is now the more dominant media than other forms. E. PR has no value within a social media context.
B
Which of the following types of wholesalers are Independently owned businesses that take title to all merchandise handled? A. Rack jobbers B. Merchant wholesalers C. Brokers D. Manufacturers' agents E. Industrial distributors
B
Which of the following uses promotional tools such as presentations, trade shows, and incentive programs to engage customers, make sales, and build customer relationships? A. Advertising B. Personal selling C. Public relations D. Sales promotion E. Direct and digital marketing
B
________ involves sending an offer, announcement, reminder, or other item to a person at a particular address. A. Catalog marketing B. Direct-mail marketing C. Telemarketing D. Kiosk marketing E. Direct-response television marketing
B
A(n) _____ consists of producers, wholesalers, and retailers acting as a unified system. A. conventional distribution channel B. vertical marketing system C. administered vertical marketing system D. distribution center E. channel level
B
_____________________ direct(s) its marketing activities (primarily advertising, consumer promotion, and direct and digital media) toward final consumers to induce them to buy the product. A. Personal selling B. A pull strategy C. Integrated communications D. A push strategy E. Product communications
B
_____________________ is a retailing technique of carefully orchestrating the store's layout and displays, background music, colors, and smells. A. Omni-channel retailing B. Experiential retailing C. Environmental retailing D. Interior design E. Wholesaling
B
_______________________ is an example of horizontal channel conflict. A. A consumer complaining to a retailer about the service he received B. A Subaru dealer complaining that another Subaru dealer is advertising in its territory C. A retailer complaining about a producer's pricing D. A retailer complaining about receiving damaged goods from a wholesaler E. A consumer complaining to a producer about the quality of a product
B
A form of television marketing which persuasively describes a product and give customers a toll-free number or an online site for ordering is known as _________________. A. kiosk marketing B. interactive television marketing C. DRTV marketing D. telemarketing E. catalog marketing
C
At which step in the personal selling process does a salesperson meet the customer for the first time? A. Qualifying B. Presentation C. Approach D. Preapproach E. Prospecting
C
Focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale is known as ______________________. A. internal marketing B. warehousing C. shopper marketing D. showrooming E. retailing
C
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. Manufacturer-sponsored retailer franchise system C. Administered VMS D. Contractual VMS E. Corporate VMS
C
More than a territory, compensation, and training, new salespeople need ________________. A. customer relationship management skills B. ongoing customer sales support C. supervision and motivation D. product knowledge E. reasonable sales goals
C
One consumer promotion tool is _______, which are goods offered either free or at low cost as an incentive to buy a product. A. point-of-purchase promotions B. rebates C. premiums D. advertising specialties E. coupons
C
Personal selling can be more effective than advertising in complex selling situations because it is ______________________________. A. only used for face-to-face customer interactions B. nonpersonal C. interpersonal D. less engaging than advertising E. designed to reach large groups of consumers
C
Press releases, sponsorships, events, and web pages are promotional tools used in _____________. A. personal selling B. direct and digital marketing C. public relations D. sales promotion E. advertising
C
Progressive wholesalers recognize that their only reason for existing is to ____________________. A. provide selling support B. automate distribution C. add value D. finance retailing transactions E. bear the risk of sales and distribution
C
The Great Recession of 2008-2009 had a profound effect on the economy and consumers. Of the following, which represents one of the major consumer trends resulting from the Great Recession? A. It forced consumers to become omni-channel shoppers. B. It restricted retail expansion domestically and internationally. C. It turned free-spending consumers into value-seeking ones. D. It created a trend away from consumer spending on well-known brands. E. It turned brick-and-mortar retailers into Internet-only retailers.
C
The goal of a push strategy is to _____________________________. A. build trade demand B. save money by only focusing on consumers C. induce channel members to carry and promote the product D. increase sales calls to distributors E. give channel members additional media incentives to carry the product
C
What does the phrase "omni-channel buying calls for omni-channel retailing" imply for retailers? A. Retailers should make certain they focus on social and digital media as their main advertising vehicles. B. Retailers should integrate all available supply-chain channels into their distribution systems. C. Retailers should integrate all available shopping channels and devices into a seamless customer shopping experience. D. Retailers should attempt to attract omni-channel buyers to brick-and-mortar settings through experiential retailing. E. Retailers should plan and budget for expansion of brick-and-mortar shopping experiences.
C
What potential risk do marketers incur by using richer but more fragmented media and promotional mixes? A. Better targeting but at a higher cost per consumer B. The inability to use mass and traditional media C. A communications hodgepodge for consumers D. Greater efficiency but less control over marketing messaging E. Mixed communications messaging and higher costs
C
When setting marketing channel objectives, companies should state the objective in terms of ______. A. the length of the channel B. expected profitability C. targeted levels of customer service D. exclusive distribution arrangements E. competitors' objectives
C
Which of the following does NOT represent one of the major trends and developments in retailing? A. Growing importance of retail technology B. Retail convergence C. Social e-tailing D. A surge in green retailing E. The rise of megaretailers
C
Which of the following is used to engage customers anywhere, anytime during the buying and relationship-building processes? A. blogs B. branded web communities C. mobile marketing D. online advertising E. permission-based e-mail marketing
C
Which of the following represent the newer tools of digital direct marketing? A. Telemarketing, face-to-face selling, and kiosk marketing B. Kiosk marketing, telemarketing, and direct-response TV marketing C. Online marketing, social media marketing, and mobile marketing Your answer is correct. D. Direct-response TV marketing, telemarketing, and direct-mail marketing E. Telemarketing, direct-mail marketing, and catalog marketing
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. Personal selling is a fairly new profession. C. Salespeople are often the only direct contact with a customer. D. The role of personal selling is very consistent from company to company. E. Personal selling is the nonpersonal arm of the promotional mix.
C
Which of the following statements about public relations is correct? A. Public relations cannot be used to engage consumers. B. Public relations is only used to promote products. C. The lines between advertising and public relations are becoming more blurred. D. The impact of public relations on public awareness comes at a much higher cost than advertising. E. Trade associations do not use public relations.
C
Which of the statements is TRUE regarding media and message decisions? A. Media and message decisions have no impact on results. B. Message decisions are now more important than media decisions. C. Media and message decisions should be closely coordinated. D. Media and message decisions have no relationship to budgeting. E. Media and message decisions are independent of each other.
C
Catalogs, online and social media, and mobile marketing are some of the specific promotional tools used in _________________________. A. sales promotion B. sales presentations C. direct and digital marketing D. personal selling E. public relations
C
Macy's, Kohl's, and JCPenney practice a retailing pricing strategy called "high-low pricing." Which of the following correctly describes high-low pricing? A. Retailers do not have to use promotions. B. The retailer does not have to run sales on selected items. C. The retailer charges higher prices on an everyday basis, coupled with frequent sales and other price promotions. D. Retailers charge an everyday low price with no special promotions. E. Some products are priced high, others are priced low, and still others are priced at bargain-basement levels
C
___________________is used to build and maintain national or local community relationships and is one of the functions of public relations. A. Investor relations B. Press relations C. Public affairs D. Development E. Lobbying
C
A discount store (for example, Target, Kohl's, or Walmart) sells standard merchandise at lower prices. To do this, discount stores accept which of the following two conditions? A. Higher margins and lower sales volume B. Lower margins and lower sales volume C. Operating at a loss and higher sales volume D. Lower margins and higher sales volume E. Higher sales volume and inefficient operations
D
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. Defining reach B. Frequency C. Impact D. Evaluation E. Engagement goals
D
After the presentation and demonstration step in the sales process, a salesperson should next be prepared to _______. A. follow up with the customer B. prospect the customer C. approach qualified customers D. handle objections E. immediately close the sale
D
As companies become more market-centered, a customer-focused sales force __________________. A. has greater incentives to produce revenue B. only needs to coordinate its efforts with marketing planners C. is less important than the results advertising and sales promotion can reap D. works to produce both customer satisfaction and company profit E. becomes more focused on profit and less on the customer
D
In place of traditional media, marketers are using __________________________ to engage smaller customer segments with more personalized, interactive content. A. narrow but highly targeted media B. less social media and more traditional but 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. more integrated social media
D
In which of the following is vertical conflict, conflict between different levels of the same channel, common? A. Channel intermediaries B. Independent retailers C. Wholesalers D. Franchise organizations E. Supplier channels
D
Many consumers today rent DVDs from a vending machine called Redbox, which can be found in retail stores and other locations. Redbox is type of ________ marketing. A. interactive TV B. DRTV C. website D. kiosk E. infomercial
D
Of the following, which most closely describes the method by which companies engage and create benefits for their customers? A. Channel level B. Marketing channel C. Customer relationship management D. Value delivery network E. Supply chain
D
The first decision a manager must make in sales force management is _______________. A. sales force compensation B. sales training C. recruitment and selection processes for salespeople D. designing sales force strategy and structure E. evaluation of salespeople
D
The goal of logistics is to provide a targeted level of service at the least or lowest possible cost. To achieve this goal, which of the following are logistical functional areas? A. Inventory management, transportation, shipping, and warehousing B. Warehousing, inventory management, transportation, and retailing C. Retailing, inventory management, transportation, and logistics information management D. Warehousing, inventory management, transportation, and logistics information management E. Warehousing, inventory management, retailing, and logistics information management
D
To set its sales force size, a company can first group accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the ______ approach. A. inside B. field C. complex D. workload E. workforce
D
Which of the following is described as "always on" and is a large component of the digital advertising mix? A. Branded web communities B. Through fund-raising C. Email marketing D. Search advertising E. Online videos
D
Which of the following represents the four major classifications of retail organizations? A. Corporate chains, wholesalers, superstores, and franchise organizations B. Corporate chains, voluntary chains, retailer cooperatives, and wholesalers C. Corporate chains, voluntary chains, wholesalers, and franchise organizations D. Corporate chains, voluntary chains, retailer cooperatives, and franchise organizations E. Discount stores, service retailers, superstores, and supermarkets
D
___________________ advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now. A. Attack B. Informative C. Reminder D. Persuasive E. Comparative
D
After segmenting and defining their target markets, retailers must then ____________________. A. decide on the level of service they will provide B. decide on pricing by product line and assortment C. decide on the product assortment and volume they will stock D. decide on the store atmosphere and shopping experience E. decide how they will differentiate and position themselves
E
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. discount stores B. service retailers C. off-price retailers D. supermarkets E. category killers
E
Channels often involve long-term commitments, and companies have many alternatives. What type of criteria should be used if the company wants to keep the channel flexible so that it can respond to environmental changes? A. Investment criteria B. Sales criteria C. Control criteria D. Profitability criteria E. Adaptability criteria
E
Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as _______. A. content sites B. search-engine portals C. transaction sites D. online social media E. e-tailers
E
Companies such as Breitling watches and Pandora charm bracelets use which of the following types of distribution strategy? A. Selective B. Direct C. Intensive D. Franchise E. Exclusive
E
Companies today see channel members as ______________ and practice strong partner relationship management. A. discount pricing B. B2B selling C. consumer advertising D. trade promotions E. first-line partners
E
Consumers may receive an e-mail, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called ______. A. telemarketing B. spamming C. mobile marketing D. infomercials E. phishing
E
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website. A. e-mail B. search engine C. branded community D. phishing E. marketing
E
In which of the following does a producer direct marketing activities (primarily personal selling and trade promotion) toward channel members? A. A pull strategy B. Product communications C. A personal selling strategy D. Integrated communications E. A push strategy
E
Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that _________________________. A. companies do not target successfully or efficiently. B. companies fail to integrate brand messages and positioning. C. companies fail to integrate their various communication channels. D. consumers may believe similar brands are all the same. E. consumers don't distinguish between content sources the way marketers do.
E
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. capture short-term business C. close sales D. use a transaction-oriented sales approach E. practice value selling
E
Sherwin-Williams sells its paint and other branded products exclusively through company-owned retail stores. Sherwin-Williams has established a(n) _________. A. contractual VMS B. conventional distribution channel C. administered VMS D. vertical marketing system E. corporate VMS
E
The benefits of direct and digital marketing for buyers are that they are _________. A. easy, private, and expensive B. easy, convenient, and impersonal C. convenient, private, and hard to use D. easy, convenient, and public E. easy, convenient, and private
E
The massive shift in how and where people buy calls for __________________________. A. massive shifts to online-only environments for brick-and-mortar retailers B. massive spending increases in advertising and sales promotion C. massive spending in social media for brick-and-mortar retailers D. massive shifts in pricing strategies E. massive shifts in how store retailers operate
E
The primary purpose of _________ websites is to do more than just sell products or move them closer to a direct purchase. A. informational B. social marketing C. interactive websites D. marketing E. brand community
E
What is the final step in the seven-step personal selling process? A. Closing B. Presentation C. Prospecting D. Qualifying E. Follow-up
E
Which consumer promotion tool is like coupons, except that the price reduction occurs after the purchase rather than at the retail outlet? A. Samples B. Premiums C. Contests D. Digital coupons E. Rebates
E
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships? A. Public relations B. Sales promotion C. Personal selling D. Advertising E. Direct and digital marketing
E
Which of the following accurately describes a company's efforts to engage customers, persuasively communicate customer value, and build customer relationships? A. Direct and digital marketing mix B. Personal and direct selling mix C. Promotion mix D. Advertising and public relations mix E. Marketing mix
E
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. Networking contacts B. Value delivery networks C. Marketing channels D. Supply chains E. Channel levels
E
Which of the following is TRUE regarding omni-channel buyers? A. They prefer the online environment. B. They always shop in-store channels, then order online. C. They purchase online but tend to purchase more in-store. D. They do not shift easily across online and in-store channels. E. They shift easily across online and in-store channels.
E
Which of the following retail trends is making differentiation more difficult? A. Value-seeking consumers B. The demise of brick-and-mortar retail C. Retail global expansion D. Omni-channel retailing E. Retail convergence
E
______ means sending email pitches only to customers who "opt in." A. phishing B. unsolicited email marketing C. spamming D. viral marketing E. permission-based email marketing
E
____________ is perhaps the toughest public policy issue now confronting the direct marketing industry. A. Junk mail B. Deceptive pricing C. Deceptive advertising D. Irritation E. Invasion of privacy
E
_____________________ software systems enable companies to coordinate their whole-channel marketing efforts. A. Customer relationship management B. Logistics C. Channel management D. Distribution E. Partner relationship management
E
________________________ is the first step in marketing channel design. A. Setting channel objectives B. Identifying the number of intermediaries to use C. Identifying the types of intermediaries to use D. Evaluating major channel alternatives E. Analyzing consumer needs
E
