Marketing Final Exam PreTest
Elise philips, a leading fashion designer, connects with her followers through a strong online presence promoting her brand and discussing fashion tips through articles and videos on her personal fan page. in this case. which of the following marketing forms does Elise use?
a blog
which of the following is an example of a combination of sales promotions and direct marketing?
a company sending an email to a customer about a discount on a product during a holiday season
which of the following is most likely true of a global firm
a global firm manufacturers and market goods wherever it can do the best job
which of the following is an example of a nontariff trade barrier
a host country regulation
which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?
a push strategy
which of the following is a traditional direct marketing tool
catalog
what is a method of going global in which a company makes agreements with producers in the foreign market to produce it's product or provide it's service
contract manufacturing
which of the following is the primary purpose of branded community web sites
creating customer product engagement
which of the following is an advantage of direct investment?
direct investment allows a firm to keep full control over the investment
botsford, a us firm, builds automotive transmissions in its manufacturing facility in Taiwan to capitalize on the availability of cheap labor. botsfords involvement in foreign markets is most likely through
direct investments
in a promotion mix, _____ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
direct marketing
direct investment involves fewer changes in a company's product lines, organization. investments, or mission as compared to exporting
false
price reductions from rebates are given to consumers at the point of sale
false
the new marketing communications model consists of promotional mixes that are designed to make traditional mass media obsolete
false
an emerging economy is also known as a(n)
industrializing economy
the object of _____ advertising is to build primary demand
informative
which of the following is most likely true about email marketing?
it is used by marketers to send highly targeted messages
what is the primary disadvantage of outdoor advertising?
it provides little audience selectivity
_______ ventures consist of one company collaborating with foreign investors to create a local business in which they share possession and control
joint ownership
What is a method of entering a foreign market by associating with foreign companies to produce or market products or services
joint venturing
providing a host country partner the right to use a company's manufacturing process, trademark, patent, trade secret, or other item of value is referred to as
licensing
which of the following is a primary disadvantage of viral marketing?
marketers have little control over who receives a viral message
_____ marketing features marketing messages, promotions, and other content delivered to on the go consumers through their portable electronic devices
mobile
according to the text, the most logical budget setting method in advertising is the
objective and task method
which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit?
percentage of sales method
laser telecom, a cell phone manufacturer, has signed a contract with a production house to fund a new movie. the conditions of the agreement state that the movie will feature laser telecom phones on screen. what kind of advertising did they adopt in this example?
product placement
in which of the following promotion tools does a customer have to send a proof of purchase to a manufacturer, who then refunds parts of the purchase price by mail
rebate
_____ advertising primarily maintains brand relationships and is important for mature products
reminder
Mercury Electric, a leading manufacturer of kitchen appliances, releases a new line of blenders called SpinPro. To boost sales, Mercury Electric gives scratch and win coupon to all buyers and provides a three day trip to Hawaii for the winner. Which element of the promotion mix has Mercury Electric used in this scenario?
sales promotion
a company that offers an early bird discount to the first fifty purchasers of a new product is using the promotional tool of
sales promotion
which type of economy consumes most of its output and batters the rest for simple goods and services
subsistence economy
which of the following is a disadvantage of using online, mobile, and social media for advertising?
the audience controls ad exposure
which of the following is a disadvantage of using social media for marketing?
they are largely user controlled
which of the following is true of marketing strategies that are being developed in the new marketing communications model?
they are more targeted, social, and engaging
a country's industrial structure is an economic factor that reflects it's attractiveness as a market
true
direct marketing is characterized by narrowly defined segments or individual buyers
true
in a push promotion strategy, the producer promotes a product to channel members who in turn promote it to final customers
true
sales promotion targeted toward final buyers are called consumer promotions
true
straight product extension refers to marketing a product as is and finding customers for it
true
the affordable method of setting an advertising budget depends on the total revenues of a company
true
viral marketing involves creating a web site, video, email, mobile message, advertisement, or other marketing every that is so infectious that customers will seek it out or pass it along to others
true
