All Book question 3250

Which of the promotion methods is the most precise? a. sales promotion b. public relations c. publicity d. advertising e. personal selling

E. Personal selling

Which of the following is the most widely used sales promotion technique? a. rebates b. premiums c. incentives d. samples e. coupons

E. coupons

Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _____. a. stimulate demand b. create awareness c. facilitate reseller support d. identify prospects e. encourage product trial

E. encourage product trial

Which of the following is the most expensive sales promotion method? a. premiums b. point-of-purchase materials c. coupons d. consumer contests e. free samples

E. free samples

Which of the following is NOT one of the criticisms of promotion cited in your text? a. Promotion is deceptive. b. Promotion increases prices. c. Promotion creates needs. d. Promotion fosters materialism. e. Promotion lowers prices.

E. promotion lowers prices

Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program? a. public relations audit b. environmental scanning c. social audit d. environmental monitoring e. communications audit

A. public relations audit

Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort? a. push money b. buy-back allowance c. merchandise allowance d. dealer loader e. free merchandise

A. push money

Sales force objectives for the entire force are normally stated in terms of all of the following EXCEPT _____. a. market share b. dollar sales volume c. unit sales volume d. sales territory e. profit

D. sales territory

If PetSmart began to acquire very successful local pet stores, this would be an example of ______________. a. channel power b. digital integration c. vertical integration d. horizontal integration e. multichannel integration

d. horizontal integration

When retailers use multiple distribution channels to complement their stores with catalogs, apps, or websites, they are using _______________. a. scrambled merchandising b. digital retailing c. multichannel distribution d. multichannel retailing e. retail discounting

d. multichannel retailing

The "bricks-and-clicks" model involves maintaining _____________. a. physical stores only b. physical stores and an online shopping site c. apps and blogs d. social network pages and blogs e. online shopping sites only

physical stores and an online shopping site

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

1

Sales promotion can increase sales by providing _____. a. a reduced price b. sales deterrents c. extra purchasing incentives d. greater social media exposure e. opportunities to win more products

C. Extra purchasing incentives

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.

a

Firms that have operations or subsidiaries located in many countries are referred to as a. multinational enterprises. b. joint ventures. c. strategic alliances. d. export alliances. e. international marketers

a

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

a

Integrated marketing communications allow an organization to coordinate and manage its promotional efforts to a. transmit consistent messages to its current and potential customers.. b. reduce promotional expenses. c. transmit its values. d. boost sales. e. be more competitive.

a

Products such as light bulbs, canned soft drinks, and ice cream sandwiches are usually priced using ______, which usually results in a ______. a. multiple-unit pricing; lower per unit price b. bundle pricing; more convenient package c. multiple-unit pricing; more convenient package d. reference pricing; lower per unit price e. bundle pricing; lower per unit price

a

Retailing is best characterized as a. transactions in which the buyer intends to consume the product through personal, family, or household use. b. exchanges that take place only in a store or service establishment. c. large organizations that carry wide and deep product mixes. d. arrangements whereby a supplier grants a dealer the right to sell its products. e. transactions in which the purchaser intends to use the product for resale or for business operations

a

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. Google+. c. Reddit. d. Tumblr. e. Pinterest.

a

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of a. reach. b. frequency proportion. c. exposure. d. media profile index. e. frequency.

a

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

a

Which of the following has a target market of consumers who live within two to three miles of its stores, or within a few minutes' walking or driving time? a. Neighborhood shopping center b. Regional shopping center c. Superregional shopping center d. Community shopping center e. Lifestyle center

a

Which of the following is NOT one of the five opportunities for creating value generated by a global presence? a. Minimize the transfer of knowledge across locations b. Adapt to local market differences c. Mine optimal locations for activities and resources d. Exploit economies of global scale e. Exploit economies of global scope

a. Minimize the transfer of knowledge across locations

Which of the following should be accomplished after developing pricing objectives? a. assessing the target market's evaluation of price b. selecting a basis for pricing c. selecting a pricing strategy d. determining a specific price e. evaluating competitors' prices

a. assessing the target market's evaluation of price

Which of the following is calculated by dividing the variable costs by the number of units produced? a. average variable cost b. marginal cost c. average total cost d. break-even point. e. average fixed cost

a. average variable cost

To compete effectively on a price basis, a firm should ____. a. be the low-cost seller of the product b. have the lowest market share c. have the highest quality d. have the highest market share e. be the high-cost seller of the product

a. be the low-cost seller of the product

A price developed in the buyer's mind through experience with the product is a(n) _____. a. internal reference price b. break-even point c. trade discount d. experience price e. external reference price

a. internal reference price

Which of the following is owned by the producer? a. sales offices b. manufacturers' agents c. brokers d. selling agents e. commission merchants

a. sales offices

Chipotle is conducting a research study that divided the population of interest into groups according to a common attribute, and then a random sample was chosen within each group. This best describes _______. a. stratified sampling b. random sampling c. probability sampling d. quota sampling e. nonprobability sampling

a. stratified sampling

A major disadvantage of personal selling is that it a. cannot easily adjust the message to satisfy a customer's information needs. b. is very expensive per contact. c. is not remembered as well by customers as advertising messages are. d. does not provide immediate feedback. e. is not compatible with other promotional activities.

b

Corporate executives often prefer marketing research findings to be put into a report a. expressing the views and beliefs of top management about the research problem. b. that is clear, short, and simply expressed. c. that exposes no deficiencies or limitations of the research process. d. full of statistical analysis with details on methods employed by the researchers. e. examining the ethical implications of implementing results from the research report.

b

Reinforcement advertising is primarily targeted at a. users of competitors' brands and products. b. the current users of a particular product. c. all the stakeholders of an organization. d. new potential target markets. e. anyone who uses that type of product.

b

The main problem with using the objective-and-task approach to setting an advertising budget is that a. it is difficult to determine the objectives of the campaign. b. the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals. c. it often results in overspending or underspending of the firm's resources. d. it does not achieve full potential in terms of stimulating demand. e. it takes the view that sales create advertising rather than advertising creates sales.

b

The two basic types of sampling that marketing researchers use are a. even and odd. b. probability and nonprobability. c. random and nonrandom. d. stratified and quota. e. planned and spontaneous.

b

The two major types of product advertising are a. institutional and advocacy. b. pioneer and competitive. c. advocacy and competitive. d. informative and comparative. e. competitive and comparative.

b

When consumers research products online and then go to an actual store to make their purchase, the practice is known as a. digital retailing. b. webrooming. c. digital merchandising. d. dual-line retailing. e. showrooming.

b

When products are introduced into one nation from another, acceptance is far more likely a. if prices are set very low. b. if there are similarities between the two cultures. c. if packaging is adjusted to match local preferences. d. when bribes are paid to local officials to aid distribution. e. when retailers are given incentives to push the products.

b

Which of the following is NOT a purpose of marketing research? a. Inform an organization about customers' needs and desires b. Gather random data c. Inform an organization about changing attitudes and purchase patterns of customers d. Inform an organization about marketing opportunities for products e. Increase the marketer's ability to respond to customer needs

b. Gather random data

Which of the following is used most often when the individuals in the sample are spread over a wide area and funds for the survey are limited? a. Telephone survey b. Mail survey c. On-site computer interview d. Personal interview survey e. Shopping mall intercept interview

b. Mail survey

ACME Corp.'s widgets have elastic demand. If ACME raises the price of widgets, what will be the result? a. an increase in market share b. a decrease in total revenue c. a decrease in market share d. a decrease in product inventory e. an increase in total revenue

b. a decrease in total revenue

ACME Corp. and Spacely Inc. are engaged in intense price competition in order to boost market share of their widgets. This is best described as _____. a. nonprice competition b. a price war c. bartering d. elasticity of demand e. price discrimination

b. a price war

Which of the following pricing strategies sets the basic product in a product line low, but the price on the items required to operate or enhance it are higher? a. premium pricing b. captive pricing c. reference pricing d. bait pricing e. price lining

b. captive pricing

ACME Corp. offers a price discount to encourage prompt payment. Which of the following is it likely to use? a. quantity discount b. cash discount c. seasonal discount d. trade discount e. allowance

b. cash discount

The Federal Trade Commission has established guidelines for _______: If the higher price against which the comparison is made is the price formerly charged for the product, the seller must have made the previous price available to customers for a reasonable time period. a. reference pricing b. comparison discounting c. bait pricing d. price leaders e. special-event pricing

b. comparison discounting

Which of the following price bases is mostly likely to be used for commercial construction projects or custom made equipment? a. markup pricing b. cost-plus pricing c. competition-based pricing d. yield management e. demand-based pricing

b. cost-plus pricing

Kaylee Frye has entered into an arrangement in which she can sell branded products, benefit from a national promotion program, and obtain equipment, buildings, management know-how, and marketing assistance in exchange for a percentage of her sales. This is best described as _______________. a. direct selling b. franchising c. direct marketing d. nonstore retailing e. online retailing

b. franchising

The real value of marketing research is measured by_______. a. lower costs b. improved decision-making ability c. more streamlined operations d. increased profits e. stronger customer loyalty

b. improved decision-making ability

ACME has a pricing objective to increase its primary product's sales relative to total industry sales. This is best describe as a(n) _____. a. product quality objective b. market share objective c. status quo objective d. return-on-investment objective e. cash flow objective

b. market share objective

Anjali Ravi and Sofia Similpa are starting a business where they own and stock display racks in supermarkets, discount, and drugstores with current magazines. Ravi and Similpa's business would best be described as ____________. a. truck jobbers b. rack jobbers c. general-merchandise wholesalers d. specialty-line wholesalers e. drop shippers

b. rack jobbers

Price is a key element in the marketing mix because it relates directly to the generation of total _____. a. elasticity of demand b. revenue c. market share d. profits e. price competition

b. revenue

Which of the following pricing objectives can reduce a firm's risks by helping to stabilize demand for its products? a. profit b. status quo c. market share d. product quality e. cash flow

b. status quo

Which of the following charges the same price to all customers regardless of geographic location, and the price is based on average shipping costs for all customers? a. zone pricing b. uniform geographic pricing c. base-point pricing d. F.O.B. destination pricing e. freight absorption pricing

b. uniform geographic pricing

A narrow product mix with a deep product line would most likely be carried by a. supermarkets. b. discount stores. c. specialty retailers. d. warehouse showrooms. e. mass merchandisers.

c

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or a. a group of media specialists. b. a "special projects" group. c. an advertising agency. d. freelance advertising consultants. e. a group of multiskilled managers.

c

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required. a. public relations b. sales promotion c. advertising d. personal selling e. packaging

c

The purpose of the ____ stage in personal selling is to determine customers' problems and questions about using the product. a. overcoming-objections b. prospecting c. follow-up d. closing e. approach

c

____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders. a. Integrated marketing communications b. Sales promotion c. Public relations d. Stakeholder management e. Personal selling

c

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

c

Assume a retailer purchases a can of premium dog food at $2.25 and adds 75 cents to the cost, making the price $3. What is the markup as a percentage of selling price? a. 5% b. 100% c. 25% d. 33% e. 50%

c. 25%

The real value in marketing research is measured by improvements in _______. a. profits b. a marketer's response to complaints c. a marketer's ability to make decisions d. the ability to eliminate focus groups e. market share

c. a marketer's ability to make decisions

Logitech was founded with the knowledge and resources to accelerate its participation and investment in the global marketplace; it was able to export products soon after being established in market niches in which it competed with long-established firms. This is an example of a(n) _______. a. contract manufacturer b. trading company c. born global d. export agent e. strategic alliance

c. born global

Which of the following is the point at which the costs of producing a product equals the revenue made from selling the product? a. fixed cost b. marginal revenue c. break-even point d. marginal cost e. demand curve

c. break-even point

Libby is part of an online group of people who act as sounding boards for new ideas from one of her favorite companies. Libby does not interact much with the other people in her group, but she provides her own insights about proposed products. Libby is part of a(n) _______. a. online focus group b. online sample c. customer advisory board d. research design e. stratified sample

c. customer advisory board

The Federal Trade Commission is investigating ACME Corp. for using misleading price tags at its outlet stores to deceive customers into believing they are getting a bargain on Wile E. branded items. Which of the following does the FTC believe ACME is guilty of? a. price fixing b. nonprice competition c. deceptive pricing d. price competition e. price discrimination

c. deceptive pricing

Which of the following shows the quantity of products a firm expects to sell at various prices if other factors remain constant? a. marginal analysis b. demand line c. demand curve d. reference price e. break-even point

c. demand curve

Which of the following is NOT one of the factors that influence the assessment of value? a. motivations to use available information about prices b. time constraints c. elasticity of demand d. perceived quality e. price levels

c. elasticity of demand

In Mozambique a currency crisis led the government to mandate that citizens from Mozambique could only spend up to $13,600 on their credit or debit cards when shopping abroad. This is an example of a(n) _______. a. import tariff b. self-reference criterion c. exchange control d. embargo e. quota

c. exchange control

Kraft Foods brings together multiple people to discuss a certain topic in a group setting led by a moderator for initial testing of different marketing strategies for new and existing products. This is best described as _______. a. descriptive research b. customer advisory boards c. focus groups d. experimental research e. conclusive research

c. focus groups

Most companies have entered the global marketplace _______ and _______. a. immediately; incrementally b. immediately; all at once c. gradually; incrementally d. thoughtfully; all at once e. gradually; all at once

c. gradually; incrementally

ACME Corp. is identifying and using tools to measure and interpret the effectiveness of its marketing activities. This is best described as _______. a. marketing decision support system b. big data c. marketing analytics d. marketing research design e. marketing information system

c. marketing analytics

Because it imports more products than it exports, so that money is flowing out of the country, the United States has a(n) _______. a. positive gross domestic product b. negative gross domestic product c. negative balance of trade d. positive balance of trade e. negative exchange control

c. negative balance of trade

Sleep Train's Presidents Day sales are an example of _____. a. price skimming b. negotiated pricing c. periodic discounting d. secondary-market pricing e. penetration pricing

c. periodic discounting

Which of the following objectives is likely to be more expensive for a firm as the cost of materials and research and development may be greater? a. profit b. market share c. product quality d. cash flow e. status quo

c. product quality

ACME Corp. managers lack the will and resources to develop international marketing strategies, but are happy when their company's products are purchased by a(n) _______, which then sells them internationally. a. licensor b. export agent c. trading company d. contract manufacturer e. joint venture

c. trading company

A price developed in the consumer's mind through experience with the product is called a(n) a. frame of reference. b. external reference price. c. value-price guideline. d. internal reference price. e. internalized price.

d

All of the following are key areas of sales force management except a. motivating sales personnel. b. training sales personnel. c. recruiting salespeople. d. coordinating sales promotion efforts. e. compensating salespeople

d

Data that are observed or collected directly from respondents are called a. secondary data. b. stratified data. c. firsthand information. d. primary data. e. direct samples.

d

For most consumers, there is an assumed relationship between a. value and price consciousness. b. internal and external reference prices. c. prestige prices and value. d. price and quality. e. value and cost.

d

Maintaining a certain market share, meeting competitors' prices, maintaining a favorable image, and achieving price stability are all associated with a ____ pricing objective. a. product quality b. survival c. profit d. status quo e. market share

d

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

d

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. premium pricing. b. price skimming. c. price lining. d. captive pricing. e. bait pricing.

d

Selective demand is demand for a a. product category b. new product. c. competitor's product. d. particular brand. e. general type of product.

d

The final stage of the selling process is a. presentation. b. closing. c. overcoming objections. d. following up. e. trial closing

d

Traditionally, most firms entered international markets a. accidentally. b. domestically. c. globally. d. incrementally. e. quickly.

d

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

d

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

d

When marketers emphasize price as an issue and match or beat the prices of other companies, they are using a. supply-based pricing. b. demand-based pricing. c. comparative pricing strategies. d. price competition. e. nonprice competition.

d

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

d

Which marketing research process step requires formulating a hypothesis and determining what type of research is most appropriate for testing it? a. Locating and defining issues or problems b. Collecting data c. Interpreting research findings d. Designing the research project e. Reporting research findings

d. Designing the research project

Which of the following raises the price of foreign goods? a. Exchange controls b. Embargo c. Quota d. Import tariff e. The World Trade Organization (WTO)

d. Import tariff

Which of the following would likely be the hardest to standardize when engaging in international marketing? a. Packaging b. Branding c. Product characteristics d. Media allocation e. Labeling

d. Media allocation

Which of the following is a major advantage of nonprice competition? a. building market share b. fostering a price-conscious mindset c. fostering a value-conscious mindset d. building customer loyalty toward the brand e. exceeding the breakeven point

d. building customer loyalty toward the brand

All of the following are general-merchandise retailers EXCEPT ______________. a. extreme-value stores b. department stores c. warehouse clubs d. category killers e. hypermarkets

d. category killers

Which of the following is often used by producers of relatively homogeneous products, especially when the target market considers price to be an important purchase consideration? a. demand-based pricing b. cost-based pricing c. markup pricing d. competition-based pricing e. cost-plus pricing

d. competition-based pricing

Which of the following does not take possession of the merchandise? a. mail-order wholesalers b. truck wholesalers/jobbers c. cash-and-carry wholesalers d. drop shippers e. rack jobbers

d. drop shippers

A business's rental of production space is an example of a _____. a. marginal cost b. total cost c. break-even point d. fixed cost e. variable cost

d. fixed cost

In the absence of government controls, pricing is a(n) ____ and ____ way to adjust the marketing mix. a. rigid; convenient b. ethical; convenient c. flexible; challenging d. flexible; convenient e. flexible; ill-timed

d. flexible; convenient

When you buy a new backpack from LLBean.com, which of the following consumer marketing channels are you using? a. producer to wholesaler to retailer to consumer b. producer to industrial distribution to consumer c. producer to retailer to consumer d. producer to consumer e. producer to agent to wholesaler to retailer to consumer

d. producer to consumer

Firefly Space Shuttles is using a strategy of maximizing revenues by making numerous price changes in response to demand, competitors' prices, or environmental conditions. This is best described as _____. a. markup pricing b. cost-based pricing c. cost-plus pricing d. yield management e. competition-based pricing

d. yield management

ACME Corp. is using all digital media, including the Internet and mobile and interactive channels, to develop communication and exchanges with customers. This is best described as ______________. a. social networking b. digital retailing c. mobile marketing d. digital marketing e. electronic marketing

digital marketing

A product under nonprice competition would most likely NOT succeed in the market if a. a new advertising campaign is established for it. b. it is packaged differently from similar products. c. its quality has been upgraded. d. it is priced near the competitors' price. e. it is easy to duplicate.

e

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

e

Customer density and distribution are important factors in a. establishing sales force objectives. b. compensating salespeople. c. prospecting. d. motivating salespeople. e. creating sales territories.

e

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

e

The feasibility and degree of globalization is determined by the a. laws of the nation. b. culture of the nation. c. degree of commitment by local managers. d. degree of adoption of Western culture. e. degree of similarity among the various environmental and market conditions

e

When products in an industry are relatively homogeneous and price is a key purchase consideration, a. demand-based pricing dominates pricing decisions. b. firms tend to use secondary-market pricing. c. customary pricing is often used. d. cost-based methods like markup pricing are dominant. e. competition-based pricing becomes more important

e

According to your text, what is typically the first sign of a problem that could prompt the marketing research process? a. Declining market share b. Declining sales c. Increasing employee turnover d. Increasing sales e. A departure from some normal function

e. A departure from some normal function

Question Workspace Which of the following is a collection of information arranged for easy access and retrieval? a. Marketing information system b. Big data c. Single-source data d. Marketing decision support system e. Database

e. Database

The use of bribes, which are illegal for U.S. companies, relate best to which of the following? a. Sociocultural forces b. Trade barriers c. Political and regulatory forces d. Economic forces e. Ethical and social responsibility forces

e. Ethical and social responsibility forces

Which of the following has the main purpose of better understanding a problem or situation and/or helping to identify additional data needs or decision alternatives? a. Conclusive research b. Focus groups c. Experimental research d. Descriptive research e. Exploratory research

e. Exploratory research

Which of the following is NOT an advantage of franchising? a. Franchisors gain distribution without the high cost of constructing and operating their own outlets. b. Franchisees may be able to start a business with limited capital. c. Franchisees can benefit from the business experience of others. d. Franchises generally have lower failure rates than independent retail establishments. e. Franchisees must pay to use the franchisor's name, products, and assistance.

e. Franchises must pay to use the franchisor's name, products, and assistance.

Which of the following involves developing marketing strategies as though the entire world (or its major regions) were a single entity? a. Outsourcing b. Customization c. Segmentation d. Licensing e. Globalization

e. Globalization

Which of the following is the market value of a nation's total output of goods and services for a given period in relation to its population? a. Exchange control b. Balance of trade c. Gross national product per capita d. Gross domestic product e. Gross domestic product per capita

e. Gross domestic product per capita

Which of the following are often a political necessity because of nationalism and government restrictions on foreign ownership? a. Outsourcing b. Direct investment c. Strategic alliances d. Contract manufacturing e. Joint ventures

e. Joint ventures

Which of the following is contracting of noncore operations or jobs from internal production within a business to an external entity that specializes in that operation? a. Offshoring b. Crowdsourcing c. Licensing d. Offshore outsourcing e. Outsourcing

e. Outsourcing

Spacely Inc.'s sprockets have inelastic demand. If Spacely raises the price of sprockets, what will be the result? a. a decrease in product inventory b. an increase in market share c. a decrease in market share d. a decrease in total revenue e. an increase in total revenue

e. an increase in total revenue

Marketers at Coca-Cola are exploring why sales of soft drinks have been declining in recent years, but sales of product competitors like bottled water and tea are rising. To understand the characteristics of this phenomenon in order to identify potential strategies to reverse the trend, they should conduct _______. a. nonprobability sampling b. stratified sampling c. experimental research d. exploratory research e. descriptive research

e. descriptive research

Kara Thrace operates a service business that engages in systematically collecting data on brands and prices at competitors' stores. For which stage of the price establishment process would this service be most appropriate? a. selecting a basis for pricing b. assessing the target market's evaluation of price c. selecting a pricing strategy d. developing pricing objectives e. evaluating competitors' prices

e. evaluating competitors' prices

Which of the following perform the widest range of wholesaling functions? a. limited-service wholesalers b. drop shippers c. sales branches d. agents e. full-service wholesalers

e. full-service wholesalers

Dell Computer and Harley Davidson are well known for their use of the JIT approach. To which of the following physical distribution activities does the JIT approach belong? a. transportation b. order processing c. warehousing d. materials handling e. inventory management

e. inventory management

ACME Corp. managers are engaged in the process of systematically designing, collecting, interpreting, and reporting of information to help solve specific marketing problems or take advantage of marketing opportunities. This approach is best described as _______. a. focus groups b. experimental research c. descriptive research d. exploratory research e. marketing research

e. marketing research

Which pricing strategy provides the most flexible introductory base price? a. premium pricing b. penetration pricing c. captive pricing d. periodic discounting e. price skimming

e. price skimming

Which of the following product-line pricing strategies is NOT generally used for business products? a. premium pricing b. captive pricing c. price lining d. bait pricing e. psychological pricing

e. psychological pricing

Which of the following pass on to a business customer the cost savings gained through economies of scale a. allowances b. cash discounts c. trade discounts d. seasonal discounts e. quantity discounts

e. quantity discounts

Maria is concerned about both price and quality of a product. Marketers would best describe her as which of the following? a. utility-sensitive b. prestige-sensitive c. price-obsessed d. price-conscious e. value-conscious

e. value-conscious

Drake is performing a marketing research study on products that contain avocado as an ingredient. He believes this study will prove that consumers are increasingly attracted to avocados because of their rise in popularity on social media and reported connection to health benefits. Drake is developing a(n) _______________ interpretation .

hypothesis

_______________involves developing and performing marketing activities across national boundaries.

international marketing

Any attempt to conduct dishonest activities online would be described as ______________. a. credit card fraud b. online fraud c. piracy d. identity theft e. transparency

online fraud

A small restaurant in Chicago hires an accounting firm to take care of its taxes and payroll. This is an example of ____________.

outsourcing

One of the most significant privacy issues relates to marketers' use of _____________. a. competitors' information b. customer loyalty programs c. personal information d. stolen credit card numbers e. intellectual property

personal information

The Internet is viewed as a ____ medium because users determine which material they are going to view. a. push b. pull c. open d. passive e. close

pull

One of the most important benefits of e-marketing is the ability of marketers and customers to __________. a. reduce costs b. use apps c. use social media d. save money e. share information

share information

Which of the following is a website (or app) where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication? a. social network b. blog c. media-sharing site d. mobile marketing e. virtual gaming site

social network

Which of the following is one of the biggest mistakes a marketer can make when engaging in digital marketing? a. to treat it like a disruptive innovation b. to adopt an undifferentiated marketing strategy c. to treat it like a traditional marketing channel d. to fail to engage in social networks e. to use all social networks regardless of target markets

to treat it like a traditional marketing channel

Which of the following appropriation techniques is most logical? a. objective-and-task approach b. status quo approach c. percent-of-sales approach d. competition-matching approach e. arbitrary approach

A. Objective-and-task approach

If a company's promotional budget is extremely limited, the firm is likely to rely on _____. a. personal selling b. advertising c. public relations d. sales promotion e. kinesic promotion

A. Personal Selling

Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders? a. public relations b. sales promotion c. advertising campaign d. personal selling e. advertising

A. Public Relations

Which of the following is NOT a public relations tool? a. TV commercial b. executive speech c. event sponsorship d. news release e. managed social media account

A. TV commercial

ACME Corp. is running a sales promotion in which it offers to give retailers $1 for each case of widgets purchased during the promotion. This best describes _____. a. buying allowance b. free merchandise c. dealer loader d. dealer listing e. cooperative advertising

A. buying allowance

Hallmark is using a strategy of running advertisements for set periods of time, alternating with periods in which no ads run. This is best described as _____. a. flighting b. continuous c. layout d. recall e. pulsing

A. flighting

Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. public relations b. personal selling c. sales promotion d. advertising e. proxemic communication

A. public relations

When a product's target market consists of millions of customers, organizations tend to rely on ______ and ______. a. advertising; public relations b. advertising; sales promotion. c. public relations; sales promotion. d. advertising; personal selling e. personal selling; public relations

B. Advertising; sales promotion

Which of the following is NOT a way that consumers rationalize pirating software, games, and movies online? a. They are influenced by friends and family who engage in piracy and swap digital content. b. They feel they just do not have the money to pay for what they want. c. They worry about getting arrested. d. They think they are smarter than others. e. They are excited by the thrill of getting away with it and the slim risk of consequences.

They worry about getting arrested.

Which of the following are likely to restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers? a. support personnel b. technical salespeople c. trade salespeople d. inside salespeople e. missionary salespeople

C. trade salespeople

The limit on the volume of information a communications channel can handle effectively is known as _____. a. feedback b. receiver c. noise d. channel capacity e. channel logistics

D. Channel capacity

To boost sales, ACME Corp. launched a sales promotion effort that required individuals to compete for a free iPad by collecting stickers on the inside of packaging of ACME widgets. This best describes a _____. a. rebate b. coupon c. sweepstakes d. consumer contest e. consumer game

E. consumer game

Which of the following is NOT true about digital marketing as a new distribution channel? a. It increases inefficiencies throughout the marketing channel. b. It reduces costs throughout the marketing channel. c. It increases speed throughout the marketing channel. d. It reduces redundancies throughout the marketing channel. e. It reduces inefficiencies throughout the marketing channel.

It increases inefficiencies throughout the marketing channel.

ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual advertisement and asking whether they recognize it. ACME is probably using which method to evaluate its campaign? a. recognition test b. consumer jury c. aided recall test d. pretest e. unaided recall test

A. recognition test

Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _____. a. retain loyal customers b. identify prospects c. reduce sales fluctuations d. combat competitive promotional efforts e. encourage product trial

A. retain loyal customers

Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas? a. team selling b. traditional selling c. relationship selling d. sales force management e. missionary selling

A. team selling

At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as _____. a. viral marketing b. personal selling c. sales promotion d. buzz marketing e. word-of-mouth communication

A. viral marketing

Which personal selling process step may involve calling on customers without prior consent? a. making the presentation b. approach c. preapproach d. overcoming objections e. prospecting

B. approach

If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _____. a. greater need b. lower prices c. materialism d. deceptive advertising e. higher prices

B. lower prices

Which of the following focuses on a product category rather than a specific brand? a. product advertising b. pioneer advertising c. competitive advertising d. comparative advertising e. advocacy advertising

B. pioneer advertising

Which of the following is appropriate for stimulating primary demand? a. personal selling b. pioneer promotion c. viral marketing d. comparative promotion e. reinforcement promotion

B. pioneer promotion

Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of _____. a. pioneer communication b. proxemic communication c. tactile communication d. sales communication e. kinesic communication

C. Tactile communication

Which of the following is NOT one of the developers of an advertising campaign? a. a single individual b. an advertising agency c. an accounting firm d. the firm's advertising department e. a few people within the firm

C. an accounting firm

Which of the following is NOT a factor affecting the routing and scheduling of sales calls? a. sales call frequency b. number of customers in the territory c. compensation method d. sales territory size and shape e. sales call duration

C. compensation method

To prevent unfavorable public relations or at least lessen its effect, the first thing a firm should do is _____. a. send inconsistent brand messages and images b. nothing at all because bad things just happen c. implement safety programs, inspections, training, and effective quality control procedures d. scapegoat e. apologize

C. implement safety programs, inspections, training, and effective quality control procedures

Which of the following trade sales promotion methods is best suited to high-volume, high-profit, easily handled products? a. scan-back allowance b. dealer loader c. merchandise allowance d. buy-back allowance e. cooperative advertising

C. merchandise allowance

Whenever ACME Corp. introduces a new product, it sends out a single page with typewritten copy containing fewer than 300 words and describing a company event or product called a(n) _____ and a photograph with a brief description explaining its contents, called a(n)_______. a. event sponsorship; captioned photograph. b. press release; even sponsorship. c. press release; captioned photograph. d. feature article; captioned photograph. e. press release; TV commercial.

C. press release; captioned photograph

ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using? a. category management b. pull policy c. push policy d. tying policy e. exclusive policy

C. push policy

Josh, who has an engineering degree, gives practical assistance to ACME Corp.'s current customers, advising them on product characteristics and applications, system designs, and installation procedures. Josh is best described as a(n) _____. a. trade salesperson b. inside salesperson c. technical salesperson d. support person e. missionary salesperson

C. technical salesperson

A major goal of integrated marketing communications is to send a consistent message to _____. a. managers b. shareholders c. ad agencies d. customers e. employees

D. Customers

The most critical copy in an advertisement is the _____. a. signature b. layout c. body copy d. headline e. subheadline

D. Headline

Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _____. a. intelligent promotion communications b. intelligent marketing communications c. integrated marketing connection d. integrated marketing communications e. integrated business communications

D. Integrated marketing communications

Which of the following is NOT one of the four elements of the promotion mix? a. sales promotion b. public relations c. advertising d. pioneer promotion e. personal selling

D. Pioneer promotion

Which of the following types is NOT an example of noise in the communication channel? a. when broadcast television is interrupted due to breaking news b. when a source uses words or an emoji that are unfamiliar to the receiver c. when the source has laryngitis d. when a source uses an emoji that are understood by the receiver e. when the Wifi signal is slow and thus the Internet connection is poor

D. When a source uses an emoji that are understood by the receiver

Maria receives a fixed salary plus a commission based on sales volume after she sells $20,000 worth of merchandise for her company. Which of the following best describes her compensation? a. salary plus compensation plan b. straight commission compensation plan c. salary benefits compensation plan d. combination compensation plan e. straight salary compensation plan

D. combination compensation plan

Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics? a. institutional advertising b. competitive advertising c. pioneer advertising d. comparative advertising e. product advertising

D. comparative advertising

Relationship selling differs from traditional personal selling due to its adoption of a _____. a. short-term perspective b. recovery behavior c. team approach d. long-term perspective e. automation technology

D. long-term perspective

Word-of-mouth communication is most effective for ____ and _____. a. declining products; expensive products. b. long-time products; expensive products c. new-to-market products; inexpensive products d. new-to-market products; expensive products e. new-to-market products; convenience products.

D. new-to-market products; expensive products

In the communication process, the _____ is the individual, group, or organization that decodes a coded message. a. source b. feedback c. communications channel d. receiver e. noise

D. receiver

Digital advertising that matches the appearance and purpose of the content in which it is embedded is called _____. a. reinforcement advertising b. competitive advertising c. institutional advertising d. product advertising e. native advertising

E. Native advertising

Which of the following support personnel or take orders, follow up on deliveries, and provide technical information? a. missionary salespeople b. technical salespeople c. trade salespeople d. support personnel e. inside salespeople

E. inside salespeople

Which of the following publicity-based public relations tool is most common? a. press conference b. letters to the editor c. feature article d. captioned photograph e. news release

E. news release

Which of the following is the most important with business-to-business transactions involving the purchase of expensive products? a. public relations b. sales promotion c. publicity d. advertising e. personal selling

E. personal selling

Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements? a. advertising b. personal selling c. public relations d. sales promotion e. product placement

E. product placement

Salespeople from ACME Corp. are searching for potential customers from company sales records, trade shows, commercial databases, newspaper announcements, public records, telephone directories, trade association directories, and many other sources. This is best described as _____. a. presenting b. closing the sale c. approaching d. following up e. prospecting

E. prospecting

The group of people at whom advertisements are aimed is called the _____. a. client public b. target market c. market segment d. target public e. target audience

E. target audience

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _____. a. kinesic communication b. personal selling c. sales promotion d. proxemic communication e. word-of-mouth communication

E. word-of-mouth communication

Which of the following generally does NOT have a conventional department store anchor? a. power shopping center b. lifestyle shopping center c. community shopping center d. regional shopping center e. superregional shopping center

a. power shopping center

Which of the following business marketing channels is most likely to be used? a. producer to customer b. producer to agent to industrial distributor to customer c. producer to manufacturer's agent to customer d. producer to industrial distributor to customer e. producer to industrial distributor to retailer to customer

a. producer to consumer

Which of the following is often favored by intermediaries? a. restricted sales territories b. refusal to deal c. full-line forcing d. exclusive dealing e. tying agreements

a. restricted sales territories

Phydeaux & Friends is an independent retailer that carries deep product lines of pet supplies. This small, locally owned store is best classified as a(n) ____________. a. traditional specialty retailer b. category killer c. off-price retailer d. department store e. warehouse showroom

a. traditional specialty retailer

ACME Corp. is developing a software program that can run on mobile devices so that customers can interact with the firm, view product information, and order status. This is best described as a(n) ___________. a. widget b. podcast c. app d. social media e. website

app

Which of the following is a fraction of the size of conventional discount stores and typically offer very low prices on smaller size name-brand nonperishable household items? a. warehouse clubs b. extreme-value stores c. discount stores d. warehouse showrooms e. hypermarkets

b. extreme-value stores

Which of the following levels of market coverage is most appropriate for products that have a high replacement rate, require almost no service, and are bought based on price cues? a. selective distribution b. intensive distribution c. exclusive distribution d. digital distribution e. physical distribution

b. intensive distribution

Which of the following involves planning, implementing, and controlling the efficient and effective flow and storage of products and information from the point of origin to consumption to meet customers' needs and wants? a. physical distribution b. logistics management c. supply-chain management d. supply management e. operations management

b. logistics management

The use of a variety of marketing channels to ensure maximum distribution is best called _____________. a. supply chain alliances b. multichannel distribution c. digital distribution d. logistics e. channel integration

b. multichannel distribution

Hulu enables consumers to watch select TV shows whenever they want instead of when they are broadcast. This illustrates _______________. a. possession utility b. time utility c. form utility d. technological utility e. place utility

b. time utility

Which of the following provides time utility by enabling firms to compensate for dissimilar production and consumption rates? a. inventory management b. warehousing c. materials handling d. transportation e. order processing

b. warehousing

When Malcolm Reynolds walks into his local American Eagle store, he gets a message on his smartphone announcing that T-shirts in the store are 25% off today. This illustrates the use of ____________. a. smart mirrors b. virtual fit c. beacons d. websites e. self-checkout

c. beacons

Which of the following is NOT a form of direct marketing? a. catalog marketing b. nonstore retailing c. direct selling d. direct-response marketing e. telemarketing

c. direct selling

Which of the following is the most expensive form of retailing? a. direct-response marketing b. nonstore retailing c. direct selling d. online retailing e. automatic vending

c. direct selling

Which of the following levels of market coverage is desirable when a special effort, such as customer service from a channel member, is important to customers? a. intensive distribution b. exclusive distribution c. selective distribution d. digital distribution e. multichannel distribution

c. selective distribution

Which of the following integrates the functions of operations management, logistics management, supply management, and marketing channel management so that products are produced and distributed in the right quantities, to the right locations, and at the right times? a. multichannel distribution b. 3rd party logistics c. supply-chain management d. physical distribution e. channel integration

c. supply chain management

Two trends have elevated the importance of consumer-generated information: (1) The growing tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions; and (2) ______________. a. consumers' tendencies to trust other consumers over corporations b. consumers' preference for less technology c. consumers' tendencies to trust other corporations over consumers d. consumers' tendencies to trust the government over consumers and corporations e. consumers' preference for smartphones and apps

consumers' tendencies to trust other consumers over corporations

Anh regularly updates her Facebook page and posts status updates on Instagram and Twitter. She is best described as a(n) ____ with regard to the Social Technographics profiles. a. conversationalist b. creator c. inactive d. joiner e. critic

conversationalist

Which of the following Social Technographics segment is increasingly important to online marketers as a conduit for addressing consumers directly? a. spectators b. critics c. collectors d. creators e. joiners

creators

The key to success in retailing is to have a strong ________ with a retail strategy that provides the level of service, product quality, and innovation that consumers desire. a. shareholder focus b. online presence c. location d. customer focus e. category management

d. customer focus

In any one large metropolitan area, there is usually just one Ferrari luxury sports car dealer. This best illustrates ______________. a. multichannel distribution b. digital distribution c. selective distribution d. exclusive distribution e. intensive distribution

d. exclusive distribution

During which step in the personal selling process is listening especially important? a. approach b. prospecting c. following up d. making the presentation e. overcoming objectives

d. making the presentation

Which of the following involves identifying an unserved or underserved market segment and reaching it through a strategy that distinguishes the retailer from others in the minds of customers in the market segment? a. atmospherics b. multichannel retailing c. disruptive innovation d. retail positioning e. category management

d. retail positioning

Supply-chain management should begin with a focus on ____________. a. the government regulator b. the seller c. the producer d. the customer e. the marketing channel

d. the customer

Which of the following have special expertise in core physical distribution activities such as warehousing, transportation, inventory management, and information technology and can often perform these activities more efficiently? a. corporate VMS b. freight forwarders c. megacarriers d. third-party logistics firms e. channel captains

d. third-party logistics firms

Small, standardized, routinely purchased items are best suited for distribution through ___________. a. direct selling b. telemarketing c. direct-response marketing d. television home shopping e. automatic vending

e. automatic vending

The most popular type of vertical marketing system is the _____________. a. corporate VMS b. administered VMS c. horizontal VMS d. vertical VMS e. contractual VMS

e. contractual VMS

When a producer, wholesaler, or retailer has the ability to influence another channel member's goal achievement, it ____________. a. is vertically integrated b. is multichannel distribution c. is horizontally integrated d. is a channel captain e. has channel power

e. has channel power

Suppliers may use ________ to get rid of slow-moving inventory, while a franchiser may use them to maintain quality control and protect the franchiser's reputation a. refusal to deal b. exclusive dealing c. warehousing d. restricted sales territories e. tying agreements

e. tying agreements

Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing? a. electronic marketing b. mobile marketing c. digital marketing d. digital retailing e. social networking

electronic marketing