MKT Exam 3

Low-cost leadership

A company that pursues ________ will react much more strongly to a competitor's cost reducing manufacturing breakthrough than to the same competitor's advertising increase.

The promotion mix

A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

Rational

A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.

Advertsing

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ and includes broadcast, mobile, print, and online forms.

Advertising

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

Limited-service retailer

At JCPenney, a mid-level department store, customers shop for moderately priced products and they are assisted in some phases of the shopping process. JCPenney is a ________.

appoint a high-level marketing executive to oversee both marketing and sales

At Price & Wallace Inc., a pharmaceuticals company, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with customers. Which of the following steps should upper management at Price & Wallace take to help bring the sales and marketing functions closer together?

How it will be said

Based on the target audience, the communicator makes decisions regarding what will be said, who will say it, when it will be said, where it will be said, and ________.

competitiveness

Benchmarking has become a powerful tool for increasing a company's ________.

Nontariff trade barriers

Foreign businesses in India appear to receive unusually close scrutiny and special regulations, aimed at protecting the local businesses. This is an example of a(n) ________.

The European Union

Formed in 1957, ________ set out to create a single European market by reducing barriers to the free flow of products, services, finances, and labor among member countries and developing policies on trade with nonmember nations.

NAFTA

In 1994, ________ established a free trade zone among the United States, Canada, and Mexico.

distinctive

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of ________ appeals.

Compete

In the context of identifying competitors' strategies, the more that one firm's strategy resembles another firm's strategy, the more likely the two firms are to ________.

Emerging

Industrializing economies are also known as ________ economies.

Selecting the message source

Many firms hire celebrities to appear in their advertisements. Which step of the communication process is represented?

close competitors; distant competitors

Most companies will compete with ________ rather than ________.

increased opportunities for growth

Risks of global trade include all of the following EXCEPT ________.

40

Stahl Inc. has 1,000 A-level accounts, each requiring 30 calls per year, and 3,000 B-level accounts, each requiring 10 calls per year. If each salesperson at Stahl Inc. can make 1,500 sales calls per year, how many salespeople would be needed to meet the total workload?

Competitive marketing

Strategies that strongly position a company against competitors and that give the company the best possible strategic advantage are ________ strategies.

collect feedback

To ________, a marketer would most likely ask target audience members whether they remember the message, how many times they saw it, and what points they remember.

Specialty stores

Today, ________ are flourishing due to the increased use of market segmentation and market targeting.

Integrated Marketing Communications

Today, most companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

Shopping online

What action do consumers continue to perform even though a majority are concerned with identify theft?

market nicher

Which of the following is a competitive position or role that firms play in the target market?

Chile

Which of the following is an example of a raw material exporting economy?

GATT

Which of the following was designed to help foster trade between nations?

Omni-channel retailing

________ companies use both offline and online marketing channels.

Personal selling

________ includes sales presentations, trade shows, and incentive programs.

adapted global marketing

________ means adjusting the marketing strategy and mix elements to each international target market.

Convenience store

A ________ is a small store, located near a residential area that is open long hours seven days a week and carries a limited line of high-turnover goods.

quota

A(n) ________ is a limit on the amount of goods that an importing country will accept in certain product categories.

Call report

A(n) ________ is a written representation of a salesperson's completed activities.

Africa

According to the text, what location does Coca-Cola consider a promising long-term growth opportunity?

Need for sales training

Advantages of direct and digital marketing for sellers include all of the following EXCEPT ________.

permission-based e-mail marketing

After selecting a sweater on the Land's End Web site, Kelly was asked to fill in details for the customer database. Kelly was given a form that required her to fill in her name, date of birth, and e-mail address. Kelly then checked a box that was next to the following statement: "Yes, I would like to receive weekly promotional information from Land's End online." Which of the following practices is evident from this scenario?

Live product demonstrations

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

Team selling

Amanda Perkins is a senior sales manager in Arlington Steelworks. As the customer base of her company has grown larger and more demanding over the last few years, Amanda insists on ________, or using groups of people from various departments such as sales, technical support, engineering, and even upper management to service complex accounts.

Full-service retailer

At Neiman Marcus, a first-class department store, customers shop for high-end products and they are assisted in every phase of the shopping process. Neiman Marcus is a ________.

Differentiation

Bosch is a German firm that manufactures home appliances such as dishwashers, ovens, and ranges. It competes with companies such as GE Elite and LG. Bosch is perceived as the class of the industry. Bosch pursues a(n) ________ strategy.

Awareness

Boson Corp. is introducing consumers to its new car with the help of an advertisement campaign. This introductory campaign most likely aims to affect the ________ stage of buyer-readiness.

Outbound telephone marketing

By using ________ to contact potential customers, marketers sell directly to consumers.

Intrapreneurial marketing

Companies that have been in existence for some time often lose the marketing creativity and passion that they had at the start. They often need to refresh their marketing strategies and try new approaches, known as ________.

entertaining features that lend excitement

Effective Web sites contain interactive tools that help find and evaluate content of interest, links to other related sites, useful information, changing promotional offers, and ________.

Melissa, a proven salesperson from a competing firm

Eric Brown is a human resource manager in a company selling and manufacturing personal computers. Who among the following is Eric most likely to hire as a salesperson if his objective is to minimize training costs post recruitment?

Mobile marketing

Kirk's Comic Store has its own mobile app that users can download for free. The app lets users know about special events, discounts, and merchandise currently available in the store. Which of the following forms of marketing is exemplified from this scenario?

corporate identity

Logos, uniforms, brochures, and company trucks are all examples of ________ materials that can be used to help a company create a visual image which the public can immediately recognize.

Territorial

Morrill Motors splits the United States of America into 10 sales regions. Within each of those regions, the company has separate sales personnel selling the company's full line of products. Morrill Motors uses a ________ sales force structure.

Branded community website

Oscarz Aviation's Web site, GoOscarzAv.com, informs customers about a wide variety of services offered by the firm. It also has a guestbook where customers can provide feedback on their experiences with Oscarz Aviation. They can also view videos Oscarz Aviation posts, as well as read and respond to blogs and ask questions. GoOscarzAv.com is an example of a(n) ________.

Monetizing the tool

What is a significant issue for social media and for companies using it as a marketing tool?

manufacturer's representative

What is the most common type of agent wholesaler.

informative advertising

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

Setting objectives, identifying qualifying questions, making your point, preparing for objections, asking for the order

When Preparing for a sales call, sales persons should follow the steps outlined below

McDonald's and Burger King

Which of the following are examples of close competitors?

meaningful, believable, distinctive

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

Workload approach

Which of the following helps companies in setting sales force size?

Determining Reach, Frequency, Impact, and Impact

Which of the following is a major step in selecting advertising media?

News

Which of the following is a major tool used by PR professionals?

identify the vital types of competitive information needed

Which of the following is the first step taken in the competitive intelligence system?

technical expertise

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

Public relations

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

compartive advertising

Which of the following types of advertising will most likely result in an advertising war?

Which of the following would most likely improve coordination between marketing and sales?

Which of the following would most likely improve coordination between marketing and sales?

industrial distributor

Which type of wholesaler sells to manufacturers rather than to retailers?

Samples

________ are offers of a trial amount of a product.

Omni-channel retailing

________ creates a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.

Wholesaling

________ includes all activities involved in selling goods and services to those buying for resale or business use.

Retailing

________ includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.

Shopper marketing

involves using in-store promotions and advertising to extend brand equity to "the last mile" and encourage favorable point-of-purchase decisions.