BUAD 332 - Exam 3
As we saw in the class on Retailing and Wholesaling, the largest franchise operation...
7-eleven
In class on personal selling, Dr. Moon - Rationale that underlines counterintuitive approach?
Dr. Moon hoped that such a strategy would build trust and lead to more business
When Hewlett-Packard sets a very low price on its ink...
Captive-Product Pricing
Staples is a large retailer that specializes in office products and services. Their...
Category Killer
Which of the following sets the upper limit for a product's price?
Consumer perception of value
Which of the following types of marketing systems does a franchise organization follow?
Contractual vertical marketing system
A(n) _________ marketing system is a marketing system in which one of the firms in the channel of distribution owns entities at other levels...
Corporate Vertical
All of the following would likely trigger a price decrease, except which one?
Cost Inflation
Developing an effective message strategy begins with identifying -- that can be used as advertising appeals
Customer Benefits
For over ten years, Erudite, a publishing and educational company that produces...
Disintermediation
Which of the following is a function of an integrated marketing communications system...
Delivering a consistent message on the product to each brand contact
_______ sells standard merchandise at lower prices by accepting lower margins and...
Discount Store
Rolex watches is a good example of a brand that follows which channel coverage strategy...
Exclusive Distribution
______ is the last step in the selling process
Follow-Up
Which of the following is an effect of the advancement of technology on the new marketing common model?
Fragmented markets have assimilated into a few mass markets
Customers at Carat, a premium jewelry store, are encouraged to make an appointment before a visit so that a customer service representative is assigned to them. These representatives help every customer make a purchase that meets his or her needs and budget after considering numerous options. The different styles and special features of the jewelry are explained to each customer to aid the purchase decision. In this case, Carat is an example of a(n) ________.
Full Service Retailer
Which of the following is an example of a pull promotion strategy in the tire industry?
Goodyear Tires advertising directly to consumers, influencing them to go into a tire store and tell the sales clerk "I want Goodyear tires."
All of the following are accurate descriptions of the relationship... overall marketing strategy, and sales force. compensation, except which one...
If the goal is to strengthen current account relationships, the comp. plan might contain a larger commission component, w/ new account bonus
Business airline travelers tend to be insensitive to price changes, leisure airlines
Inelastic demand; elastic demand
Which of the following is true of an intensive distribution strategy?
It strives to make products available wherever and whenever consumers want
In the class on Integrated Marketing Communications, we watched an example of...
Kleenex Tissue
The strategy of setting a low initial price for a new product to attract...
Market Penetration Pricing
Which of the following examples represents a product-focused sales force structure?
Maxine Pharmaceuticals organizes its sales force based on each salesperson
"Real Housewives" (is cable TV show) and "People" (is magazine) are examples of...
Media Vehicles
Dina loves branded apparel and accessories but cannot afford to buy them...
None of these answers is correct; (Correct answer: Factory Outlet)
Under ________, the market consists of a few large sellers who are highly sensitive to each other's pricing and marketing strategies.
Oligopolistic Competition
Which of the following media types is growing in popularity with advertisers?
Online
Karen Dodd is employed by Dell and responsible for calling on primary...
Personal Selling
All of the following are accurate descriptions of conditions necessary for a market-skimming pricing strategy to work except which one?
Production and distribution costs must fall as sales volume increases
the market consists of many buyers and sellers trading in a uniform commodity...
Pure Competition
Surf's Up, a family-owned business, offers a free surf lesson with the...
Sales Promotion
______ effects are often short-lived, and often are not as effective as advertising in building long term brand preferences...
Sales Promotion
What is most likely the first major marketing decision that a retailer must take...
Segmentation and Targeting
In the class on marketing channels, Dr. Moon - one of the results of this emergence has been
Significant channel conflict, since old channels are highly resentful of contact lens
GameStop sells video games and systems, offering a narrow product line with...
Specialty Store
A sales force organizational strategy in which multiple people from the selling...
Team Selling
Which of the following promotion tools would best reach a geographically dispersed...
Television Advertising
Traditional brick-and-mortar retailers like Macy's and Sears are seeing their...
The growth of online retailing
Which of the following statements is true of the product sales force structure?
The sales force is organized along customer or industry lines in the sales structure
Producers use marketing intermediaries because they ______
create greater efficiency in making goods available to target markets
