Marketing Exam 3

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Which of the following statements is correct regarding sellers and their use of direct and digital​ marketing?

Sellers have opportunities to engage in​ real-time marketing.

Which of the following best describes the advertising media first used with​ Kmart's "Big Gas​ Savings" and​ "Shipped My​ Pants" commercials?

Social Media

Which of the following does NOT represent one of the major trends and developments in​ retailing?

Social​ e-tailing

Which of the following is used to engage customers​ anywhere, anytime during the buying and​ relationship-building processes?

mobile marketing

__________________ is an example of horizontal channel conflict.

A Subaru dealer complaining that another Subaru dealer is advertising in its territory

What potential risk do marketers incur by using richer but more fragmented media and promotional​ mixes?

A communications hodgepodge for consumers

The four elements of a compensation plan for salespeople are​ __________.

A fixed​ amount, a variable​ amount, expenses, and fringe benefits

Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this​ represent?

Administered VMS

At which step in the personal selling process does a salesperson meet the customer for the first​ time?

Approach

Which of the following statements about blogs is​ correct?

Blogs can be difficult for the company to control.

Which of the following are used to generate business​ leads, stimulate​ purchases, reward​ customers, and motivate​ salespeople?

Business promotions

Which of the following represents the four major classifications of retail​ organizations?

Corporate​ chains, voluntary​ chains, retailer​ cooperatives, and franchise organizations

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​ _________________.

DRTV marketing

The goal of integrated marketing communications is to

Deliver clear, consistent, and compelling messages about the organization and its brands.

What is the overall goal when retailers choose their product​ assortment?

Differentiate the retailer while matching target​ shoppers' expectations

Catalogs, online and social​ media, and mobile marketing are some of the specific promotional tools used in

Direct and digital marketing

uses tools that engage directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Direct and digital marketing

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?

Direct and digital marketing`

_ involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address.

Direct-mail marketing

Which of the following are common trade promotion​ tools?

Discounts, free​ goods, allowances, and free advertising specialty items

___________ is perhaps the biggest advantage of social media.

Engagement and social sharing capabilities

Companies such as Breitling watches and Pandora charm bracelets use which of the following types of distribution​ strategy?

Exclusive

________ is a retailing technique of carefully orchestrating the​ store's layout and​ displays, background​ music, colors, and smells.

Experiential retailing

What is the final step in the​ seven-step personal selling​ process?

Follow-up

____ is perhaps the toughest public policy issue now confronting the direct marketing industry.

Invasion of privacy

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?

It may or may not be legal.

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?

It turned​ free-spending consumers into​ value-seeking ones.

Which of the following types of wholesalers are Independently owned businesses that take title to all merchandise​ handled?

Merchant wholesalers

Which of the following best describes Kmart's execution style in its advertisements

Mood

permission-based email marketing

Most legitimate marketers now practice _____, sending email pitches only to customers who "opt in."

Which of the following is correct regarding the forms of direct and digital​ marketing?

New digital and the more traditional forms of direct marketing must be blended and integrated

Which of the following represent the newer tools of digital direct​ marketing?

Online​ marketing, social media​ marketing, and mobile marketing

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?

Outsourcing logistics functions

Which of the following statements is TRUE about public relations and a​ company's overall integrated marketing communications​ efforts?

PR should be blended smoothly with promotion activities

_________________ software systems enable companies to coordinate their​ whole-channel marketing efforts.

Partner relationship management

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?

Point-of-purchase

Which of the following makes up the retail marketing​ mix?

Product and services​ assortment, price,​ promotion, and location

Which of the following retail trends is making differentiation more​ difficult?

Retail convergence

Which of the following statements about wholesaling is​ true?

Wholesalers must make decisions regarding their marketing mix.

What event or circumstance has made mobile marketing a must for most​ brands?

Widespread adoption of mobile devices

In place of traditional​ media, marketers are using​ __________________________ to engage smaller customer segments with more​ personalized, interactive content.

a broad selection of more specialized and highly targeted media

Progressive wholesalers recognize that their only reason for existing is to​ ____________________.

add value

Kmart did not create the​ "Ship My​ Pants" and​ "Big Gas​ Savings" commercials.​ Instead, they hired​ a(n) __________ named Draftfcb.

advertising agency

online advertising

appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms

The primary purpose of​ _________ websites is to do more than just sell products or move them closer to a direct purchase.

brand community

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​ _______________.

category killers

Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that​

consumers don't distinguish between content sources the way marketers do.

​Sherwin-Williams sells its paint and other branded products exclusively through​ company-owned retail stores.​ Sherwin-Williams has established​ a(n) _________.

corporate VMS

What are the two major elements in developing advertising​ strategy?

creating advertising messages and selecting advertising media

After segmenting and defining their target​ markets, retailers must then​ ____________________.

decide how they will differentiate and position themselves

The first decision a manager must make in sales force management is​ _______________.

designing sales force strategy and structure

Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations​ function?

development

Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​ _______.

e-tailers

The benefits of direct and digital marketing for buyers are that they are​ _________.

easy, convenient, and private

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?

evaluation

After the presentation and demonstration step in the sales​ process, a salesperson should next be prepared to​ _______.

handle objections

internet fraud

includes identity theft and financial scams

The goal of a push strategy is to​

induce channel members to carry and promote the product

Social media are ideal for participating in customer conversations and listening to customer feedback because they are​ _____________.

interactive

Personal selling can be more effective than advertising in complex selling situations because it is​ ______________________________.

interpersonal

Marketing logistics addresses not only outbound logistics but also inbound logistics and reverse​ logistics, which means it​ ________________________.

involves the entire supply chain management

phishing

is a type of identity theft that uses deceptive emails and fraudulent online sites to fool users into divulging their personal data.

a blog

is connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis

direct marketing

is connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis

online marketing

is efforts to market products and services and build customer relationships over the Internet

social media

is independent and commercial online communities where people congregate, socialize, and exchange views and information

Websites, online​ advertising, email, online​ video, and blogs are all forms of​ ______.

online marketing

___ means sending email pitches only to customers who​ "opt in."

permission-based email marketing

advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now.

persuasive

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​ ______.

phishing

One of the primary advantages of marketing logistics is​ ________.

potentially high cost savings and improved customer satisfaction

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.

practice value selling

One consumer promotion tool is​ _______, which are goods offered either free or at low cost as an incentive to buy a product.

premiums

Which advertising objective is best suited to maintaining customer relationships and for more mature​ products?

reminder

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.

territorial

The massive shift in how and where people buy calls for​ __________________________.

massive shifts in how store retailers operate

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 pull strategy

In which of the following does a producer direct marketing activities​ (primarily personal selling and trade​ promotion) toward channel​ members?

A push strategy

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?

Adaptability criteria

_________________ is the first step in marketing channel design.

Analyzing consumer needs

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?

Channel levels

mobile marketing

messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices

In which of the following is vertical​ conflict, conflict between different levels of the same​ channel, common?

Franchise organizations

___________________ are the objectives of trade promotions.

Getting retailers to carry new items and more​ inventory, buy​ ahead, or promote the​ company's products and give them more shelf space

direct and digital marketing

HSN engages directly with carefully targeted individual customers and customer communities. To achieve this, HSN uses _______.

branded community

HSN shoppers have the opportunity to go to the company's website, interact with each other, and engage with online games to win badges and points that they can trade in for merchandise. All the while, the HSN channel is streamed online to their computers. This is an example of a(n) ________ website

e-commerce

HSN was originally a pioneer in the field of __________ television marketing, offering products and product- related programming on cable and satellite television

Which of the following recognizes that improved logistics mandates teamwork across the company and the entire supply​ chain?

Integrated supply chain management

Which of the following is a form of traditional direct​ marketing?

Kiosk marketing

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?

Lower margins and higher sales volume

The Kmart commercials depicted in the video utilized both advertising and entertainment. This is known as which of the​ following?

Madison​ & Vine

Many vital and key functions are performed by marketing channels. Of the​ following, which is NOT one of those key​ functions?

Manufacturing and assembly

Which of the following accurately describes a​ company's efforts to engage​ customers, persuasively communicate customer​ value, and build customer​ relationships?

Marketing Mix

Which of the following is a reason that producers use marketing channels and channel​ intermediaries?

Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.

Which of the statements is TRUE regarding media and message​ decisions?

Media and message decisions should be closely coordinated

Which of the following uses promotional tools such as​ presentations, trade​ shows, and incentive programs to engage​ customers, make​ sales, and build customer​ relationships?

Personal selling

Retailers must decide on which three major product​ variables?

Product​ assortment, services​ mix, and store atmosphere

Press​ releases, sponsorships,​ events, and web pages are promotional tools used in

Public Relations

Although Kmart received praise for creating one of the funniest commercials of its​ time, the company was also criticized for​ it, causing marketers to combat the negativity through press releases. Which of the following marketing mix elements is mostly aligned with the​ marketers' decision to issue press​ releases?

Public relations

Which consumer promotion tool is like​ coupons, except that the price reduction occurs after the purchase rather than at the retail​ outlet

Rebates

Which of the following statements about retailer marketing decisions is​ correct?

Retailers identify three critical factors for retail​ success: location,​ location, and location.

What does the phrase​ "omni-channel buying calls for​ omni-channel retailing" imply for​ retailers?

Retailers should integrate all available shopping channels and devices into a seamless customer shopping experience

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?

Retailing

Which of the following statements about personal selling is​ correct?

Salespeople are often the only direct contact with a customer.

Which of the following is described as​ "always on" and is a large component of the digital advertising​ mix?

Search advertising

Successful retailers of the future must adopt which type of buying experience that is both seamless and integrates multiple types of​ media?

Social shopping retailing

___________ entails managing upstream and downstream​ value-added flows of​ materials, final​ goods, and related information among​ suppliers, the​ company, resellers, and final consumers.

Supply chain management

What characteristics are possessed by the best​ salespeople?

The best salespeople are the ones who work closely with customers for mutual gain.

Which of the following statements about sales promotions is​ correct?

The heavy use of sales promotions has resulted in promotion clutter.

Which of the following indicates the length of a​ channel?

The number of intermediary levels in the channel

Macy's, Kohl's, and JCPenney practice a retailing pricing strategy called​ "high-low pricing." Which of the following correctly describes​ high-low pricing?

The retailer charges higher prices on an everyday​ basis, coupled with frequent sales and other price promotions.

Which of the following is TRUE regarding​ omni-channel buyers?

They shift easily across online and​ in-store channels.

catalog marketing

Traditional direct marketing tools includes

face-to-face selling

Traditional direct marketing tools includes

kiosk marketing

Traditional direct marketing tools includes

After recruiting and selecting​ salespeople, what is the next major step in sales force​ management?

Training salespeople

Of the​ following, which most closely describes the method by which companies engage and create benefits for their​ customers?

Value delivery network

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?

Warehousing, inventory​ management, transportation, and logistics information management

direct-response television marketing

is marketing via television, including infomercials and interactive television advertising

email marketing

is sending highly targeted, highly personalized, relationship-building marketing messages via email

telemarketing

is using the telephone to sell directly to customers

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.

kiosk

Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website.

marketing

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.

product

___________________is used to build and maintain national or local community relationships and is one of the functions of public relations.

public affairs

By performing the channel function of​ ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost.

selling and promoting

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​ ________.

service retailers

Focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale is known as​ ______________________.

shopper marketing

One challenge of social media marketing is​ _____________________

social networks are largely​ user-controlled

The​ fastest-growing sales trend today is​ ______________.

social selling

More than a​ territory, compensation, and​ training, new salespeople need​ ________________.

supervision and motivation

When setting marketing channel​ objectives, companies should state the objective in terms of​ ____.

targeted levels of customer service

During the presentation step in the personal selling​ process, the salesperson​ ______________.

tells the buyer a​ "value story"

Which of the following statements about public relations is​ correct?

the lines between advertising and public relations are becoming more blurred.

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​ __________________.

the responsibilities of channel members

Which of the following accurately represents the three characteristics of advertising​ appeals?

to be meaningful, to be believable, and to be destinctive

What is the goal of​ advertising?

to help move consumers through the buying process

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.

transaction-oriented

spam

unwanted e-mail (usually of a commercial nature sent out in bulk)

​A(n) _____ consists of​ producers, wholesalers, and retailers acting as a unified system.

vertical marketing system

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​ _______.

viral marketing

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.

workload

As companies become more​ market-centered, a​ customer-focused sales force​ __________________.

works to produce both customer satisfaction and company profit

Companies today see channel members as​ ______________ and practice strong partner relationship management.

​first-line partners


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