Marketing Final Test 3&4

What happens in the zero moment of truth?

A customer uses a digital device to begin learning about a potential purchase

According to recent date from the Nielsen research firm, 60 percent of consumers researching products through online sources

A social networking cite

The value the firm derives from consumers' positive perception of its product is called

Brand equity

Which of the following people on a website design team is using a wireframe

Calvin is putting a framework together of how the website should function

According to your text, corporate social responsibility, substainablitlity, and environmentalism, whether they are implemented domestically or globally, are about

Communication

When building a successful brand, it is important that all of the marketing decisions, promotions, and employees reinforce the brand by providing a(n) _______ experience in the minds of consumers.

Consistent

In the early 2000s, the Mattel company was faced with a major problem

Crisis management

The measurement of how well a CRM program prioritizes customers based on each customer profitability is referred to as

Customer focus

In the price-setting process, the next step after demand has been evaluated is to

Determine cost

The umbrella term that refers to the marketing of goods or services using digital mediums, such as email, websites,

Digital Marketing

which of the following statements regarding supply chain management is not true?

Each channel within a supply chain acts independently of the other channels

The duty to be profitable falls under which dimension of corporate social responsibility?

Economic

A company that practices disintermediation is doing which of the following

Eliminating intermediaries in the delivery of its products to consumers

As a marketing tool, packaging

Gives a product a chance to stand out among competition

Which of the following is true regarding the use of domain names

It helps if a company's domain name is the same as its brand

Which of the following is not a requirement necessary to constitute a perfect order

It must include return packaging material in case the product is damaged

Which of the following is not an advantage of magazine/newspaper advertising?

Its use as a primary information source

Which data analysis tool allows firms to monitor the actual costs of doing business with customers to ensure that it is focusing on the most profitable customers?

Lifetime value analysis

Those activities that focus on delivering the right product, to the right place, to the right customer, at the right time, in the right quantity, in the right condition,

Logistics

All of the following are ways in which a firm might be engaged in sustainable marketing except

Making sure that production levels can cover the firms cost

All along the supply chain, distribution channels add value to the product by

Making the product available to ship, taking customer orders and shipping the products to the next chain

Placing an order for a product on a company's webpage is an ______ method for direct interaction

Mechanical

Which of the following persons is using social media to act as a brand ambassador

Noah, who post pics with his friends drinking red bull

Publicity gained through advertising, such as buying a 30-second Super Bowl commercial or sponsoring a college bowl game, is referred to as

Paid media

The two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customers purchase decision is referred to as

Personal selling

What type of advertising is common during the growth stage of the product life cycle as firms compete directly

Persuasive

The amount of something (money, time, or effort) that a buyer exchanges with a seller

Price

A measure of price sensitivity that gives the percentage of change in quantity demanded

Price elasticity demand

The degree to which the price of a product affects consumers purchasing behavior is referred to as

Price sensitivity

The degree to which the price of a product affects the consumers purchasing behavior is referred to as the

Price sensitivity

The advent of social media as a communication tool for marketers has made companies

Proactive in their communications approach

The advertising technique in which a company promotes its products through appearances on television show movies,

Product Placement

Which element of the four P's is affected by logistics

Product, price, place, and promotion

all the activates that communicate the value of a product and persuade customers to buy it is referred to as

Promotion

The goal of an integrated marketing communications strategy is to coordinate the various promotion mix elements to

Provide consumers with a clear and consistent message about the firms product

demand is unstable, as it often is in the introductory and growth stages of the product life cycle, it might be best for a firm to use a

Pull strategy

Which type of supply chain strategy is demonstrated by the following sequence

Push pull strategy

Damages, inconsistent service and lack of accessibility are all disadvantages of

Rail transportation

Since consumers have the tendency to compare prices on almost everything they buy, marketers setting prices should attempt to capitalize

Reference Price

What sort of strategies must companies embrace for an integrated supply chain to work

Relationship-based

In order to provide consistently relevant marketing content, marketers must provide consumers with content that is all the following except

Repetitive

Jenna was excited to purchase a Bluetooth wireless speaker. She brought her purchase home and is now using it for the first time

SMOT

According to your text, what is the biggest challenge in global branding

Staying easily recognizable at any location

Once marketers at Levi's found out that growing cotton needed to make jeans took too much water

Sustainable marketing

The practice of recreational traveling in a way that maximizes the social and economic benefits to the local community and minimizes the negative impact on cultural heritage and the environment is referred to as

Sustainable tourism

What is marginal revenue

The change in total revenue that result from selling one additional unit of a product

Which of the following accurately describes the break-even analysis

The process of calculating the sales volume needed to achieve a profit zero

What issue highlighted in your text is an ever-present concern for customers regarding CRM systems?

The worry that customer data is not secure

What is the major disadvantage of publicity as a promotion mix tool

There is less control over how the information is presented

In website design, much of the work during the development phase is managed

Through content management system

The three primary objectives of an advertising campaign are

To inform, to persuade, and to remind

According to your text, the ultimate objective of supply chain management is

To integrate the activities of related companies so they function as one extended enterprise

What are two of the most common effective strategies marketers can use for raising prices?

Unbundling and escalator clauses

Kelsey liked her new smart television so much she went online to the company's website to post a positive reply

User-generated content

By leveraging the resources and skills of its various component firms, a supply chain provides the end consumer with

Value

Variable coast are defined as cost that

Vary depending on the number of units produced or sold

Compare the various modes of transportation. Which one has a low cost and very high capacity, but slow delivery

Water transportation

The eco-branding strategy tends to succeed in industries

Where significant barriers to imitation exist

Which of the following is an example of geo-fencing

While shopping at the mall, Adam received a text message for 20% off his fav store

Corporate social responsibility refers to

an organization's obligation to maximize its positive impact and minimize its negative impact on society

What is the most common type of sales promotion?

coupons

In the planning phase of website development, the planning team works with the stakeholders to

develop a clear understanding of the site's target audience and its needs.

When a business allows employees to make decisions about how service is provided to customers it is practicing

empowerment

Which performance metric measures how many shipments are delivered per the requested delivery date

on-time delivery

While viewing a webpage for outdoor gear. Phil noticed a graphic display advertising skateboards at a low prices. When he clicked on the ad, it took him to a different website

paid display

Volume maximization is also referred to as

penetration pricing

Which element of the promotion mix refers to the set of nonpersonal communication tools designed to stimulate quicker and more frequent purchases of a product

sales promotion

According to your text, what do people think of first when they hear the term marketing

television advertising

charging someone less than they are willing to pay

underpricing

The ease with which website visitors can achieve their objectives for visiting the site is termed

website usability