Marketing Exam 4 Clicker Questions

________ is the process of comparing the company's products and processes to those of competitors or leading firms in other industries to find ways to improve quality and performance.

Benchmarking

______ involves first identifying and assessing competitors and then selecting which competitors to attack or to avoid.

Competitive analysis

An analysis conducted to determine what benefits target customers value and how they rate the relative value of various competitors' offers is known as _____.

Customer value analysis

Cybertron Inc. was accused of deceptive pricing. What most likely occurred?

Cybertron most likely advertised a large price reduction from a phony high list price.

What are the stages that the approaches to marketing stratwgy and practice usually pass through?

Entrepreneurial marketing formulated marketing Intrapreneurial marketing

If a company ___, it should adopt a product sales force structure, in which the sales force specializes along product lines.

If a company has numerous and complex products

What is a disadvantage of a viral success?

Marketers have little control over where the message ends up or how it is passed on

In 1994, _____________ established a free trade zone among the US, Canada and Mexico.

NAFTA

_____ is defined as analyzing, planning, implementing, and controlling sales force activities?

Sales force management

What is true about the sales force of a company?

Salespeople represent customers to the company and manage the buyer-seller relationship.

The _______ concept is specifically focused on future customer needs.

Strategic planning concept

Morrill Motors splits the USA into 10 sales regions. In each region, the company has separate sales personnel selling the full line of products. Morrill Motors uses a ________ sales force structure.

Territorial

Prospects can be qualified by looking at all of the following characteristics EXCEPT _____ a) occupational mobility b) financial ability c) volume of business d) location e) possibilites for growth

a) occupational mobility

Which of the following industrial structures presents the FEWEST market opportunities? a) subsistence economies b) raw material exporting economies c) industrializing economies d) emerging economies e) industrial economies

a) subsistence economies

Runners can compare performances, set up profiles, meet new people and share information on Nike's Nike+ website. Nike+ is an example of ____

an online community

Sustainable marketing includes all of the following EXCEPT ________ a) going beyond caring for the needs and wants of today's customers b) focusing on profits and return to shareholders and employees above all else c) pursuing a mission of shared value and triple bottom line: people, planet and profits.

b) focusing on profits and return to shareholders and employees above all else.

Before a company decides to go global, it must evaluate all of the following environments EXCEPT the ________ environment. a) cultural b) natural c) political-legal d) global marketing e) economic

b) natural environment

All of the folliwng are forms of traditional direct marketing EXCEPT _______. a) face-to-face selling b) point-of-purchase promotion c) telemarketing d) direct-mail marketing e) kiosk marketing

b) point-of-purchase promotion

A(n) _____ is designed to present brand content that engages consumers and creates customer-brand community

branded community Web site

A company is guilty of ______ is the company forgets latent competitors and only focuses on current competitors.

competitor myopia

The marketing concept is a philosophy of _____

customer value and mutual gain

What is the LEAST relevant question to ask when assessing a firm's main competitor? a) What are the competitors objectives? b) What is the competitors strategy? c) What are the competitors strengths? d) What are the competitors locations? e) What are the competitors weaknesses?

d) What are the competitor's locations?

All of the following are problems associated with poor selection of salespeople EXCEPT ______. a) lower sales b) costly turnover c) less productivity d) fewer training expenses e) disruptive customer relationships

d) fewer training expenses

The purpose of a training program for salespeople is to teach them about all of the following EXCEPT ______. a) customer's buying habits b) customers buying motives c) competitor strategies d) industry history e) company goals

d) industry history

An intergrated social marketing campaign likely could include all of the following except ____. a) Facebook pages b) Twitter posting c) Instagram photos d) television ads e) Youtube videos

d) television ads

Online companies include all of the following EXCEPT _____. a) content sites b) online social media c) search engines and portals d) transaction sites e) brick-and-mortar

e) brick and mortar

Which of the following is a nontariff trade barrier? a) strike b) quota c) boycott d) exchange premium e) restrictive product standards

e) restrictive product standards

Porsche is a German automobile manufacturer that competes agains BMW and Audi, but only in the sports car and SUV segments of the automobile market. Porsche utilizes a(n) ___________ strategy.

focus strategy

Economic communities are also known as ____

free trade zones

Which of the following is a risk associated with international trade?

highly unstable governments

Companies can identify their competitors from both ______ points of view.

industry and market points of view

Companies that pursue a clear strategy will likely perform well. Firms that do not pursue a clear strategy are called ______.

middle-of-the-roaders

_________ companies use both online and offline marketing channels

omni-channel retailing

The competitive intelligence system continuously collects information from the field through _____.

online monitoring

Deceptive practices fall into three groups: price, promotion and _______

packaging

Trendy Teens makes fashionable clothing for the tween and teen female markets. New mechandise is a "must-have" style and new looks are rolled out each season. Trendy Teens is most likely criticized for __________.

perceived obsolescence

Before calling on a prospect, the salesperson should learn as much as possible about the organization and its buyers. This step is known as ____

preapproach

During the ______ step of the selling process, the salesperson tells the value story to the buyer, showing how the company's product or service customer's problems.

presentation

When major chair retailers avoid placing stores in disadvantaged neighborhoods, they are likely to be accused of the discriminatory practice of ___________

redlining

_________ calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

sustainable marketing

McDonalds' "Commitments to offer Improved Nutrition Choices" strategy has added healthy food options to it's menu, phased out traditional artery-clogging fats, launched an education campaign and addressed environmental issues. This strategy best exemplifies the ___________ concept.

sustainable marketing concept

What term refers to a tax levied by a foreign government against certain imported products to raise revenue or to protect domestic firms?

tariff

The ______, established in 1947 and modified in 1994, was designed to promote world trade by reducing tariffs and other international trade barriers.

the GATT

A longstanding charge again intermediaries is that they mark up prices beyond the _____.

value of their services

Since the global company sees the world as one market, it raises capital, obtains components and materials, and manufactures and markets its goods _______________

wherever it can do the best job