Marketing Final Quizzes (Chp.16 start)

The driving force behind marketing channel decisions should be a. cost reduction. b. environmental concerns. c. convenience. d. quality. e. customer satisfaction.

. customer satisfaction.

An open-air shopping center that features upscale specialty, dining, and entertainment stores, usually owned by national chains, is generally called a(n) a. regional shopping center. b. lifestyle shopping center. c. community shopping center. d. neighborhood shopping center. e. outlet shopping center.

lifestyle shopping center.

In small firms, one or two individuals typically handle advertising activities and tend to rely on ______ for copywriting, artwork, and media scheduling advice. a. local media b. a freelance specialist c. an advertising department d. an advertising agency e. national media

local media

Before contacting a prospect, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This process is called a. presentation. b. approaching the customer. c. follow-up. d. preapproach. e. prospecting.

preapproach

Buyers who focus on purchasing products that signify prominence and status are a. price-conscious consumers. b. value-conscious consumers. c. socially-elite buyers. d. prestige-sensitive buyers. e. status-conscious consumers.

prestige-sensitive buyers.

The internet can be referred to as a ____ medium because users determine which websites they are going to view. a. selective b. push c. connected d. interactive e. pull

pull

If a business decides to reduce its prices once in a while on an unsystematic basis, it is using a. everyday low pricing. b. price skimming. c. random discounting. d. psychological pricing. e. periodic discounting.

random discounting.

Fragile products that require special handling are more likely to be distributed through a. indirect channels. b. exclusive outlets. c. strategic alliances. d. longer channels. e. shorter channels.

shorter channels.

Off-price retailers and category killers are both a. showrooms. b. specialty retailers. c. discount stores. d. general merchandisers. e. department stores.

specialty retailers

One of the biggest mistakes a marketer can make when engaging in digital marketing is to a. focus on technology. b. treat it like a traditional marketing channel. c. focus on price. d. focus on competitors' digital marketing efforts. e. fail to devote sufficient resources to it.

treat it like a traditional marketing channel.

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n) a. advertising plan. b. media plan. c. media platform. d. advertising media appropriation. e. media audit.

media plan.

The use of multiple distribution channels that integrate organizations' brick-and-mortar stores with websites, catalogs, and apps where consumers can research products, read other buyers' reviews, and make actual purchases is known as a. multimedia retailing. b. dual distribution. c. multi-wholesaling. d. multichannel retailing. e. dual retailing.

multichannel retailing.

Sellers that emphasize distinctive product features to encourage brand preferences among customers, rather than price, are practicing a. brand differentiation. b. product competition. c. price competition. d. competitor differentiation. e. nonprice competition.

nonprice competition

An overall plan for obtaining the information needed to address a research problem or issue is called the a. data collection method. b. sampling procedure. c. hypothesis. d. research design. e. problem recognition.

research design.

Premium-priced products are usually marketed through a. intensive or selective distribution. b. exclusive distribution only. c. selective or exclusive distribution. d. exclusive or intensive distribution. e. complex marketing channels.

selective or exclusive distribution.

Marketers of computer software, music, and books are particularly affected by cultural differences in a. ethical codes of conduct for businesses. b. socioeconomic status of citizens. c. advances in technology. d. differences in cross-cultural exchange behavior. e. standards regarding intellectual property.

standards regarding intellectual property

Although telephone surveys can be conducted very quickly, a major limitation is a. that few companies prefer this survey method. b. the expense compared to in-home interviews. c. the difficulty in asking probing questions. d. that only a small portion of the population likes to participate in telephone surveys. e. the ability to gain rapport with respondents.

that only a small portion of the population likes to participate in telephone surveys

Sales force objectives are generally established for a. each salesperson but not the whole sales force. b. the organization as a whole only. c. each department or division of the company. d. the total sales force and for each salesperson. e. inside salespeople but not outside salespeople.

the total sales force and for each salesperson.

The amount of profit a channel member expects depends on a. the number of channel support activities provided by the producers. b. the amount of discounts for large orders provided by the producers. c. what the intermediary could earn if it were handling a competing product instead. d. the type of distribution channels involved. e. the amount of effort required to carry the product.

what the intermediary could earn if it were handling a competing product instead

____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market. a. Cause-related marketing b. Selective demand promotion c. Charitable nonprofit marketing d. Promotion e. Charity-related promotion

Cause-related marketing

Which of the following describes a company hiring a foreign firm to produce a designated volume of its product to specification? a. Contract manufacturing b. Licensing c. Importing d. Direct investment e. Exporting

Contract manufacturing

Which type of retailer generally accepts lower margins than traditional retailers in exchange for higher sales volume? a. Discount stores b. Traditional specialty retailers c. Department stores d. Warehouse showrooms e. Direct marketers

Discount stores

What level of commitment in international marketing may be most attractive when the political and economic stability of a foreign country is questionable? a. Licensing b. Joint ventures c. Exporting d. Direct ownership e. Limited exporting

Licensing

Globalization of markets requires developing marketing strategies as if the world were one market. Which of the following marketing mix variables is most difficult to standardize for globalization? a. Media allocation b. Brand name c. Labels d. Package e. Product characteristics

Media allocation

Which of the following can be effective in increasing mail survey response rates and developing panels of respondents who are interviewed regularly? a. Premiums b. Dichotomous questions c. Open-ended questions d. Crowdsourcing e. Samples

Premiums

Which of the following pricing strategies often results in a retailer losing money on the product? a. Ethical pricing b. Penetration pricing c. Price leader d. Psychological discounting e. Special-event pricing

Price leader

____ relates to perceptions of value and is the most flexible element of the marketing mix. a. Promotion b. Pricing c. Distribution d. Product mix e. Store location

Pricing

______ that generates loyal long-term customers is likely to be extremely profitable in repeat sales as well as the money saved in trying to find new customers. Relationship selling b. Tactical selling c. Creative selling d. Missionary selling e. Team selling

Relationship selling

The fact that consumers tend to trust other consumers over corporations and often rely on the recommendations of friends, family, and fellow consumers when making purchasing decisions has fostered the growth of sites like a. Yelp. b. Reddit. c. Tumblr. d. Pinterest. e. Google+.

Yelp

When channel members are linked by legal agreements that specify each member's rights and responsibilities, ____ exists. a. an administered VMS b. horizontal channel integration c. a corporate VMS d. a contractual VMS e. a channel captain

a contractual VMS

One advantage of nonprice competition is that a. a firm can react quickly to competitive efforts. b. pricing is no longer a factor. c. marketing efforts are completely eliminated. d. market share becomes less important. e. a firm can build customer loyalty.

a firm can build customer loyalty.

Which of the following lists forms of competitive advertising? a. Comparative, reminder, reinforcement b. Pioneer, comparative, reminder c. Reminder, repetitive, reinforcement d. Product, pioneer, reminder e. Institutional, product, comparative

a. Comparative, reminder, reinforcement

A consumer contest is an example of a. sales promotion. b. public relations. c. social media. d. personal selling. e. direct selling.

a. sales promotion.

Two trends that have caused consumer-generated information to gain importance are a. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations. b. the recession and a reduction of advertising expenditures. c. an increase in children's influence over the purchasing decision and the fact that adults other than parents influence children. d. an increase in mobile digital technology and store brands. e. globalization and the cultural trend of consumers being influenced by the "village."

a. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.

One overlooked internal source of secondary marketing information discussed in the text is a. accounting records. b. interviews with salespeople. c. sales receipts. d. quality control data. e. consumer surveys.

accounting records.

Exterior and interior characteristics such as layout, displays, color, and lighting are all elements of a store's a. location. b. services. c. environment. d. atmospherics. e. decor.

atmospherics

An advertising platform is the a. form in which the basic issues of the campaign should be presented. b. broad objectives of the advertising campaign. c. objective of the advertising campaign, stated in precise and measurable terms. d. consumer advertising research conducted. e. basic issue or selling point that an advertiser wishes to include in an advertising campaign.

basic issue or selling point that an advertiser wishes to include in an advertising campaign.

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of a. retaining loyal customers. b. creating awareness. c. identifying prospects. d. encouraging product trial. e. stimulating demand.

c. identifying prospects.

Pricing the basic product in a product line low while pricing products that go with the basic product at a higher level is called a. bait pricing. b. captive pricing. c. price lining. d. premium pricing. e. price skimming.

captive pricing.

When one company in a marketing channel has the ability to influence another member's goal achievement, the company has a. channel team leader. b. channel authority. c. marketing leadership. d. channel power. e. a channel captain.

channel power.

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered a. communication noise. b. communication resources. c. decoding sources. d. communication links. e. communication channels.

communication channels.

The three primary bases for developing prices are a. supply, demand, and marketing objectives. b. negotiation, bidding, and demand-based. c. markup, cost, and cost-plus. d. demand, competition, and cost. e. profit, demand, and competition.

demand, competition, and cost.

If a product is priced based on how many or how few people want it at a particular time and place, ____ pricing is being used. a. peak b. competitive c. demand-based d. markup e. differential

demand-based

The forces that affect foreign markets may differ dramatically from those affecting domestic markets. This makes a careful ____ a critical part of a successful international marketing strategy. a. social audit b. regulatory analysis c. marketing analysis d. political analysis e. environmental analysis

environmental analysis

The major levels of intensity at which a company can choose to distribute its products are ____ distribution. a. intensive, extensive, and exclusive b. vertical and horizontal c. cooperative, conflicting, and integrated d. exclusive, selective, and intensive e. selective, cooperative, and conflicting

exclusive, selective, and intensive

When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research. a. conclusive b. exploratory c. analytical statistical d. descriptive e. experimental

exploratory

Personal selling is used most commonly in the B2B market as well as in the B2C market for a. high-end products. b. low-price products. c. mass-market products. d. raw materials. e. personal services.

high-end products.

The first stage in the development of any advertising campaign is a. setting the budget. b. defining the advertising objectives. c. creating the message. d. identifying the advertising target audience. e. creating the advertising platform.

identifying the advertising target audience.

Personal selling goals include finding prospects, convincing prospects to buy, and a. avoiding repeat transactions. b. being aware of competitors' sales activities. c. monitoring new products being developed. d. seeking one-sale customers. e. keeping customers satisfied.

keeping customers satisfied

While anticipating objections and countering them before they are asked is a good idea, one negative consequence of doing so is that the salesperson may a. take too long in trying to sell the product, and the customer may stop listening. b. annoy the customer. c. begin to lie about the product. d. mention objections the customer had not thought of. e. not emphasize its features and benefits enough.

mention objections the customer had not thought of