Marketing Test 3

Christina is angry at delucas pizza for delivering another soggy pizza. She fires off an email criticizing their performance. This is an example of:

C2B e-commerce

FTC finding that many web sites were collecting personal info let to:

COPPA

Sales training programs reach sales recruits except

Calculate their sales commissions

Growth of the internet caused many brick and mortar companies to ____ in response to customer demands and a changing marketplace.

Click and mortar

Roberts clothes operates downtown store and an e-tail site on the web. Roberts is an example of:

Click and mortar

Seven C's of effective web design, which one refers to a websites capability to enable commercial transactions?

Commerce

In consumer marketing, a customer database might contain all of the following except:

Competitive supplies

CNET

Content site

Disney invited...?

Contest

Which c of effective website design refers to sites ability to tailor itself to different users or to allow users to personalize the site?

Customization

Step in selling process in which the salesperson learns as much as possible about a prospective customer before making a sales call:

Preapproach

Mcdonalds happy means include a toy inside. The toy is an example of which type ofcustomer promotion?

Premium

Which description of a sales person fits best with todays relationship marketingfocus and solution approach

Problem solver salesperson

Public relations departments preform all functions except:

Product advertising

Company's total marketing communications mix is also called

Promotion mix

Consumers and business buyers benefit from internet buying because it is convenient. Interactive and immediate, offers a wealth of comparative info and:

Provides access to greater product selections

Ad medium that offers high audience selectivity, flexibility, no ad competition,within the same medium, and allows personalization. Which medium would be best?

Direct mail

Suppose you wanted to sell custom built cars to consumers using one of the major methods of direct marketing. Which do you think would be the most effective?

Direct mail marketing

Pharm companies employ salespeople who visit doctors to inform them of products. This is an example of which type of sales force?

Outside sales force

Which of the following promo tools involves interpersonal interactions with customers to make sales and maintain customer relationships

Personal selling

News features speeches and special events are tools of value to:

Public relations

Promotion tool that results in most credible/believable message is

Public relations

Which of the following is not one of the benefits for the seller in direct marking?

Public relations

A_____strategy calls for promoting extensively to final consumers. When effective, consumers will ask their retailers for the product, the retailers, will then ask the wholesalers for it, who ultimately ask the producers for it.

Pull

Carly is a salesperson at a decorating store and receives $50 from the manufacturer of one brand of carpeting for every customer she influences to buy that brand. What type of promo is this?

Push money

Daniel must sell 5 computer systems per month is an example of a:

Quota

When a firm sets out to analyze plan implement and control sales force activity it is undertaking:

Sales force management

Consists of short term incentives to encourage sale and purchase of products

Sales promotion

Which promo tool offers short-term incentives to encourage the purchase or sale of a product or service

Sales promotion

n addition to creating only short-term or temporary brand switching, _____ should also help to reinforce the products position and build long-term customer relationships.

Sales promotions

All of the following are important decisions during the process of developing an advertising program EXCEPT which one?

Selecting target market

An ad shows how college students uses her laptop to take notes during class, send email to her grandparents, pay bills online, and research a paper. Which execution style is being used?

Slice of life

Unsolicited unwanted commercial email messages are called

Spam

Org has a number of large volume customer accounts that demand exceptional service. The products marketed by your firm are complex. Such a situation calls for:

Team selling approach

Sales rep for your firm, your territory is limited to accounts located within the state in which you currently reside. This type of sales force structure is called:

Territorial sales force structure

A firm's first step in entering the global marketplace is often the creation of an: 1.Export department 2.International division 3.International subsidiary 4.International headquarters

a

All of the following are impacts of marketing on other businesses EXCEPT: 1.Too few social goods 2.Acquisitions of competitors 3.Barriers to entry 4.Unfair competitive practices

a

Ethics and social responsibility must be a component of the ___________. 1.Value statement 2.Mission statement 3.Competencies statement 4.NAFTA agreement 5.Overall corporate culture

e

An advertising campaign that promotes the purchase of a luxury car as a means of proving one's success would be criticized for: 1.Encouraging materialism 2.Cultural pollution 3.Providing car manufacturers with too much political power 4.Not offering social goods

a

Some criticize marketers for introducing new technology that requires the replacement of old products that still work. This is called: 1.Deceptive practices 2.High pressure selling 3.Unethical behavior 4.Planned obsolescence

d

The American Marketing Association (AMA) has created a code of ethics that includes all of the following ethical values EXCEPT which one? 1.Honesty 2.Fairness 3.Citizenship 4.Competitiveness 5.Responsibility

d

The question, "Would making our products recyclable add value for our customers?" is likely to come out of what practice of environmental sustainability? 1.Sustainability vision 2.New environmental technology 3.Pollution prevention 4.Product stewardship

d

To restore the balance between private and public goods, producers could be required to bear the full ___________ costs of their operations. 1.promotional 2.Cultural 3.Environmental 4.Social 5.Safety

d

When entering a foreign market, companies typically start with ________, working through independent international marketing intermediaries. 1.Direct exporting 2.Embargo 3.Direct investment 4.Indirect exporting 5.licensing

d

Which of the following granted the Federal Trade Commission authority to regulate "deceptive acts and practices"? 1.Robinson-Patman Act 2.FTC Act 3.Consumer Product Safety Act 4.Wheeler-Lea

d

World product groups, geographical organizations, and international subsidiaries are all options for organizing a(n)________. 1.Export department 2.Indirect exporting venture 3.Joint ownership 4.International division 5.Standardized global marketing strategy

d

Selling process consists of several steps that salesperson must master focusing on goals of:

Getting new customers and retaining orders

When smart phones were relatively new products on the market and many consumers were not aware of the benefits that come along with the high price tag, which type of advertising was appropriate at this stage?

Informative

Most challenging public policy issue facing direct marketing industry is:

Invasion of privacy

Which of the following is not a factor in the changes occurring in today's marketing communications?

Mass media no long capture the majority of promotional budgets

Not one of the benefits for the seller of direct marketing:

Mass reach

Which of the following are the three characteristics an ad appeal should have?

Meaningful, believable, and distinctive

A ________ is one that, by operating in more than one country, contains marketing, production, research and development, and financial advantages that are not available to purely domestic competitors. 1.Global firm 2.Global industry 3.Whole-channel view 4.Direct investment 5.Free trade zone

a

Honda, Nissan, and Toyota, all Japanese automobile manufacturers, have manufacturing plants in the United States. This is an example of: 1.Direct investment 2.Joint venture 3.Direct exporting 4.Licensing

a

Mortgage lenders who targeted and exploited customers in poor urban areas by steering them toward subprime loans even though many qualified for safer fixed-rate loans would most likely be accused of ___________ 1.Reverse redlining 2.Redlining 3.Puffery 4.Deceptive placement 5.Bait-and-switch

a

The Hilton Hotel chain has just completed negotiations to provide management know-how to a foreign company that is contributing the capital investment for a new hotel in Prague, Czech Republic. Hilton is involved in: 1.Management contracting 2.Contract manufacturing 3.Licensing 4.Direct investment

a

The two major movements to keep business in line are environmentalism and ________. 1.Consumerism 2.Protectionism 3.Antimonopoly legislation 4.Regulating interstate commerce 5.Innovation

a

Which of the following is NOT one of the five strategies for adapting product and marketing communications to a global market? 1.External extension 2.Straight extension 3.Communication adaptation 4.Product adaptation 5.Product invention

a

Your U.S.-based firm wants to introduce its goods to China. The government of China initiates a tax on your imported goods, which is called a: 1.Tariff 2.Quota 3.GATT 4.Trade barrier

a

______ is illegal in the United States, but expected in countries such as Russia and China where it is considered to be a standard business practice. 1.Bribery 2.Exclusive dealing 3.Puffery 4.Environmentalism

a

________ calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. 1.Sustainable marketing 2.Innovation 3.The marketing concept 4.Global marketing 5.The strategic planning concept

a

________ products give high immediate satisfaction but may hurt consumers in the long run. a1.Pleasing products 2.Desirable products 3.Salutary products 4.Deficient products 5.Environmental products

a

Advertising "puffery" is a term for _________. 1.A straightforward promotional message 2.Innocent exaggeration for effect 3.Emotional appeals to consumers 4.Subliminal appeals to consumers 5.Value-added promotions

b

Proctor and gamble encourages customers to discuss its products with each other online through various blogs. Many of the conversations are initiated by P&G, which is an example of which public relations tool?

buss marketing

A firm wants to enter an international market in which it has little experience. As the target country has had three civil wars in the last 10 years, the best method of entry is probably: 1.Direct exporting 2.Indirect exporting 3.Joint ownership 4.Direct investment

b

A(n) ________ is a tax levied by a government against certain imported products in order to protect domestic firms. 1.Embargo 2.Tariff 3.Export 4.Exchange control 5.quota

b

LG's front-loading steam washing machines provide superior cleaning while using less water and energy than existing washing machines. This is an example of which of the following? 1.Pleasing product 2.Desirable product 3.Salutary product 4.Deficient product

b

Marketers argue that most companies avoid deceptive practices because such practices_____. 1.are illegal 2.Harm their business in the long run 3.create more competition 4.Deliver only short-term profits 5.Create long-term negative feelings among consumers

b

Suppose that a firm's corporate goal states that 33% of the company's revenue must come from new or improved products. Such a goal is most consistent with which of the following? 1.Consumer-oriented marketing 2.Innovative marketing 3.Value marketing 4.Societal marketing

b

Before going abroad, a company should do all of the following EXCEPT: 1.Define its international marketing objectives and policies. 2.Choose how many countries it wants to market to. 3.Decide how it will reinvest the profits of its international venture. 4.Decide the best mode of market entry.

c

Consumer advocates wish to expand buyers'rights to include all the following EXCEPT: 1.The right to be well informed about important aspects of the product. 2.The right to be protected against questionable products and marketing practices. 3.The right to a full refund if the buyer is dissatisfied, no questions asked. 4.The right to influence products and marketing practices in ways that will improve the "quality of life."

c

Critics often argue that the American marketing system results in higher prices for consumers due to all EXCEPT which of the following? 1.High distribution costs 2.Excessive mark-ups 3.Replacement and repair costs stemming from poor product quality 4.High advertising and promotion costs

c

Critics point out that in the drug industry, a pill that costs five cents to make may cost the consumer $2 to buy. This is an example of which of the following? 1.Deceptive advertising 2.Redlining 3.Excessive markups 4.High-pressure selling 5.Shoddy products

c

Deficient products are products that _________. 1.have low appeal but may benefit consumer in the long run. 2.Give high immediate satisfaction but only hurt consumers in the long run. 3.Have neither immediate appeal nor long-run benefits. 4.Are either unsafe or inferior. 5.Are in the decline stage of the product life cycle

c

Keiser, Inc. has modified its industrial machine tools for sale in Asian markets to conform to the metric system. Keiser is engaged in: 1.Straight extension 2.Straight invention 3.Product adaptation 4.Straight adaptation

c

Large marketing companies can use patents and heavy promotion spending to __________. 1.Acquire smaller companies 2.Bear the social costs of their operations 3.Set up barriers for others wanting to enter the industry 4.Achieve economies of scale 5.Offset cultural pollutions

c

A country whose industrial structure is classified as a(n) ______ would be the absolute worstchoice for a computer manufacturer seeking to market its products abroad. 1.Industrial economy 2.Industrializing economy 3.Raw material exporting economy 4.Subsistence economy

d

All of the following are sustainable marketing principles EXCEPT ________. 1.Consumer-oriented marketing 2.Customer-value marketing 3.Innovative marketing 4.Value marketing 5.Societal marketing

d

Before the Iraq war, Iraq traded oil for food with several countries. Which type of countertrade is this? 1.Compensation 2.Counterpurchase 3.Nontariff 4.Barter

d

In the 1980s, Japanese computer chip manufacturers were accused of selling computer chips in the United States for less than their costs in an attempt to run U.S. manufacturers out of business. This pricing practice is called: 1.Marginal pricing 2.Price degradation 3.Countertrade 4.Dumping

d

________ is a type of economic discrimination in which major chain retailers avoid placing stores in disadvantaged neighborhoods. 1.Tariff 2.Licensing 3.Scrambled merchandise 4.Embargo 5.Relining

e

Measure of how many times the average person in the target market is exposed to the message is called:

frequency

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