BUS 312 Final

If a company adds a new product line to its existing portfolio, it has increased its __________. A. product support services B. product line length C. product mix width D. product mix depth E. product mix consistency

C. product mix width

What is the first step of the new product development process? A. Concept development and testing B. Business analysis C. Idea screening D. Marketing strategy development E. Idea generation

E. Idea generation

One form of influence that carries great weight, especially for products that are expensive, risky, or highly visible is __________. A. atmospheres B. company websites C. television D. grand openings E. word of mouth

E. word of mouth

What is a product concept? A. An idea for a new product B. The image of a new product in consumer's minds C. A working model of a new product D. A new product which is ready to be test marketed E. A detailed version of a new product idea stated in meaningful consumer terms

E. A detailed version of a new product idea stated in meaningful consumer terms

Which of the following is the correct order of the six buyer-readiness stages? A. Awareness, knowledge, liking, preference, purchase, and conviction B. Awareness, preference, knowledge, liking, conviction, and purchase C. Awareness, knowledge, preference, liking, conviction, and purchase D. Awareness, knowledge, purchase, liking, preference, and conviction E. Awareness, knowledge, liking, preference, conviction, and purchase

E. Awareness, knowledge, liking, preference, conviction, and purchase

Which of the following statements regarding international distribution channels is correct? A. For Western companies, India's distribution system is easy to navigate. B. Rural China now has a centralized, adequate distribution system. C. Distribution systems do not vary widely from country to country. D. Global marketers find that it is unnecessary to adapt their channel strategies in different countries. E. Due to logistics costs in China, the majority of companies can only access affluent areas of major cities.

E. Due to logistics costs in China, the majority of companies can only access affluent areas of major cities.

Which promotional tool is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor? A. Advertising B. Direct and digital marketing C. Public relations D. Personal selling E. Sales promotion

A. Advertising

What does the process of designing marketing channels start with? A. Analyzing consumer needs B. Setting channel objectives C. Evaluating major channel alternatives D. Identifying the number of intermediaries to use E. Identifying the types of intermediaries to use

A. Analyzing consumer needs

__________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities. A. Buzz marketing B. Opinion leader marketing C. Event marketing D. Celebrity marketing E. Email marketing

A. Buzz marketing

Which of the following statements is correct regarding the functions channel members perform? A. Channel members create greater efficiencies than manufacturers could achieve on their own. B. Manufacturers can decrease costs by taking on more channel functions. C. Channel members do not get involved in financing in other words, the acquisition and use of funds to cover the costs of the channel work. D. Channel members fulfill a variety of functions, but in doing so do not take any risks. E. Finding and engaging customers and potential buyers is not a function performed by channel members.

A. Channel members create greater efficiencies than manufacturers could achieve on their own.

Which of the following statements regarding managing brands is correct? A. Customers' engagement with brands and customers' brand experiences are the key elements in maintaining a brand's position. B. Once a brand's position is firmly established, further communicating that position to consumers is a waste of resources. C. The only company departments that must truly embrace a brand are sales and marketing. D. Brand audits are only necessary when launching a new brand. E. Successful branding is unrelated to managing customer touchpoints.

A. Customers' engagement with brands and customers' brand experiences are the key elements in maintaining a brand's position.

_________ involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A. Direct and digital marketing B. Public relations C. Personal selling D. Sales promotion E. Advertising

A. Direct and digital marketing

During concept testing, who is the product concept actually tested on? A. Groups of target customers B. Employees in the company's marketing department C. Broad groups of consumers D. Competitors E. Internal R&D engineers

A. Groups of target customers

When Doritos comes out with new flavors of their tortilla chips, what brand development strategy are they using? A. Line extension B. Brand extension C. Multibrand D. Licensing E. New brand

A. Line extension

Most products today are in which stage of their product life cycle? A. Maturity B. Introduction C. Decline D. Growth E. Product development

A. Maturity

Which of the following would be an appropriate strategy during the maturity stage of the product lifecycle? A. Modify the market, product offering, or marketing mix. B. Select products to maintain, harvest, or drop. C. Use promotional spending to inform consumers and get them to try the product. D. Produce basic versions of the product and focus on selling to those buyers who are most ready to buy. E. Shift some advertising from building product awareness to building product conviction and purchase.

A. Modify the market, product offering, or marketing mix.

Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the result? A. Percentage-of-sales B. Objective-and-task C. Competitive-parity D. Promotion mix E. Affordable

A. Percentage-of-sales

According to the text, the most successful new products satisfy three criteria. What are these criteria? A. They solve a major customer problem, are differentiated, and offer a compelling value proposition. B. They are differentiated, copy successful competitor products, and are priced low. C. They appeal to a wide variety of consumers, are priced low, and can be mass marketed. D. They are something that has never been seen before, are priced low, and are offered on a limited basis. E. They solve a major customer problem, are differentiated, and are priced low.

A. They solve a major customer problem, are differentiated, and offer a compelling value proposition.

One framework for designing an effective message is the AIDA model. In the AIDA model __________. A. attention leads to interest, which hopefully leads to desire and then action B. attention leads to interest, which hopefully leads to discussion and then action C. advertising leads to interest, which hopefully leads to desire and then attention D. attention leads to interest, which hopefully leads to desire and then assimilation E. advertising leads to interest, which hopefully leads to desire and then action

A. attention leads to interest, which hopefully leads to desire and then action

Many marketers today create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as __________. A. content marketing managers B. IMC experts C. social media specialists D. brand managers E. communications specialists

A. content marketing managers

Typically, consumers put in minimum time and effort when buying products such as laundry detergent, candy, and fast food. These types of goods are classified as __________ products. A. convenience B. shopping C. augmented D. specialty E. unsought

A. convenience

Materials and parts, capital items, and supplies and services are groups of __________products. A. industrial B. unsought C. specialty D. shopping E. convenience

A. industrial

Services cannot be seen, tasted, felt, heard, or smelled before they are bought. In other words, services are __________. A. intangible B. inseparable C. tangible D. variable E. perishable

A. intangible

A group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges are called a(n) __________. A. product line B. product portfolio C. product mix D. product stretch E. product level

A. product line

Specific promotional tools used in __________ include press releases, sponsorships, events, and web pages. A. public relations B. personal selling C. direct and digital marketing D. advertising E. sales promotion

A. public relations

Using __________, the customer shares real-time data on sales and current inventory levels with the supplier. The supplier then takes full responsibility for managing inventories and deliveries. A. vendor-managed inventory B. just-in-time logistics systems C. RFID D. reverse logistics E. piggybacking

A. vendor-managed inventory

A recent study showed that more than two-thirds of advertisers are planning video ad campaigns that stretch across multiple viewing platforms. This is called __________. A. video convergence B. video reach C. video integration D. platform coordination E. video coordination

A. video convergence

Which of the following is an example of horizontal channel conflict? A. A consumer complaining to a producer about the quality of a product. B. A Ford dealer complaining that another Ford dealer is advertising in their territory. C. A retailer complaining about receiving damaged goods from a wholesaler. D. A retailer complaining about a producer's pricing. E. A consumer complaining to a retailer about the service they received.

B. A Ford dealer complaining that another Ford dealer is advertising in their territory.

Walmart created the Great Value brand for their food products and the Equate brand for their pharmacy, health, and beauty products. Walmart does not manufacture any of these products. Which type of brand sponsorship is Walmart using? A. A manufacturer's brand B. A private brand C. A licensed brand D. A national brand E. A co-brand

B. A private brand

Which of the following statements regarding advertising in the new marketing communications model is correct? A. Advertising spending in magazines, radio, and newspapers has increased. B. Advertisers are shifting toward digital media. C. Advertisers are using less targeted media to reach consumers. D. Advertisers are using more traditional mass media because costs have declined and audience size has increased. E. Advertisers are spending more on television broadcast media.

B. Advertisers are shifting toward digital media.

A firm improves product quality and adds new product features and models. It also shifts some advertising from building product awareness to building product conviction and purchase. At which stage of the product life cycle would this be a recommended strategy? A. Maturity B. Growth C. Introduction D. Product development E. Decline

B. Growth

What are the four special service characteristics marketers must consider when designing marketing programs? A. Tangibility, inseparability, variability, and perishability B. Intangibility, inseparability, variability, and perishability C. Intangibility, inseparability, variability, and substitutability D. Intangibility, inseparability, conformity, and perishability E. Tangibility, substitutability, variability, and conformity

B. Intangibility, inseparability, variability, and perishability

Which of the following is a reason that producers use marketing channels and channel intermediaries? A. The reduced costs of using channel intermediaries offsets the inefficiencies of marketing channels. B. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers. C. Using marketing channels allows producers to retain full control over how and to whom they sell their products. D. Marketing channel decisions require only a short-term commitment. E. Using channel intermediaries increases the number of contacts with customers.

B. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.

If a company finds that a new product concept is acceptable and should be moved forward, what is the next step in the new product development process? A. Product development B. Marketing strategy development C. Test marketing D. Business analysis E. Commercialization

B. Marketing strategy development

For which service characteristic do marketers need to pay close attention to fluctuations in demand? A. Inseparability B. Perishability C. Variability D. Tangibility E. Intangibility

B. Perishability

According to the text, what are the three levels on which brands can be positioned? A. Product attributes, price, and packaging B. Product attributes, desirable benefits, and beliefs and values C. Product attributes, desirable benefits, and brand equity D. Quality, features, and desirable benefits E. Brand equity, brand value, and brand sponsorship

B. Product attributes, desirable benefits, and beliefs and values

At which stage of the new product development process is a physical product first developed? A. Test marketing B. Product development C. Concept development and testing D. Marketing strategy development E. Idea generation

B. Product development

Product planners think of products on three levels. Which of the following correctly identifies the three levels? A. The branding, the quality level, and the design B. The core customer value, the actual product, and the augmented product C. The branding, the packaging, and the core customer value D. The core customer value, the actual product, and the quality level E. The core customer value, the actual product, and the product's position

B. The core customer value, the actual product, and the augmented product

Which method for setting the total promotion budget is the most difficult to use? A. The push strategy B. The objective-and-task method C. The competitive-parity method D. The affordable method E. The percentage-of-sales method

B. The objective-and-task method

Using a push strategy, a firm directs its promotional efforts toward __________. A. final consumers B. channel members C. employees D. the government E. competitors

B. channel members

In the communication process, putting thought into symbolic form is called __________. A. decoding B. encoding C. media D. distortion E. noise

B. encoding

In the decline stage of the product life cycle, some companies continue to offer the product but reduce various costs, hoping that sales hold up. This is known as __________ the product. A. liquidating B. harvesting C. dropping D. maintaining E. pruning

B. harvesting

Service quality greatly depends on the quality of the buyer-seller interaction during the service encounter. This is known as __________. A. image differentiation B. interactive marketing C. the service profit chain D. internal marketing E. external marketing

B. interactive marketing

One key function of channel members is __________, which involves shaping offers to meet the buyer's needs, including activities such as manufacturing, grading, assembling, and packaging. A. contact B. matching C. risk taking D. negotiating E. promotion

B. matching

The number of items in a product line represents the __________ and the total number of product lines a company carries represents the __________. A. product line length; product line width B. product line length; product mix width C. product mix depth; product line width D. product mix length; product mix depth E. product line width; product mix length

B. product line length; product mix width

Firms producing consumer electronics, furniture, and home appliance brands typically distribute their products __________. A. exclusively B. selectively C. intensively D. through value added resellers E. through franchises

B. selectively

After the company has defined its channel objectives, it should next identify its major channel alternatives in terms of the types of intermediaries, the number of intermediaries, and __________. A. whether to use intensive or exclusive distribution B. the responsibilities of channel members C. consumer needs D. the length of the channel E. economic criteria

B. the responsibilities of channel members

The company, suppliers, distributors, and customers who "partner" with one another to improve the performance of the entire system make up the __________. A. marketing channel network B. value delivery network C. upstream network D. supply chain network E. downstream network

B. value delivery network

A company wishes to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company use? A. Public relations B. Personal selling C. Advertising D. Direct and digital marketing E. Sales promotion

C. Advertising

In 2001, Apple opened its first Apple stores in the United States. These stores were owned and operated by Apple. This is an example of which type of vertical marketing system (VMS)? A. Conventional B. Franchise C. Corporate D. Administered E. Contractual

C. Corporate

Which of the following statements regarding individual product decisions is correct? A. Consumers see branding as separate from the product. B. The sole function of packaging is to hold and protect a product. C. Customer service is an important element of product strategy. D. Product design and product style mean the same thing. E. Quality is important but it is not used to position products.

C. Customer service is an important element of product strategy.

__________ is a practice whereby a producer agrees to sell a brand to a dealer only if the dealer agrees to sell some or all of the rest of its line. A. Exclusive dealing B. Intensive distribution C. Full-line forcing D. Exclusive distribution E. An exclusive territorial agreement

C. Full-line forcing

Which of the following statements about new product development strategy is correct? A. Developing new products is optional for companies with established brands. B. New products are not a key source of growth for companies. C. Innovation can be very expensive and very risky. D. New products are usually successful because consumers like new things. E. A new product will succeed as long as it priced correctly.

C. Innovation can be very expensive and very risky.

Which of the following statements regarding a just-in-time logistics system is correct? A. Just-in-time logistics systems allow producers and retailer to carry large amounts of inventory. B. Just-in-time logistics systems eliminate the need for forecasting. C. Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations. D. Just-in-time logistics systems greatly increase inventory-carrying and inventory-handling costs. E. Just-in-time logistics systems ensure that new stock arrives at least one week before it is needed.

C. Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations

In determining product quality, what are the two dimensions of quality marketers must decide upon? A. Level and features B. Consistency and packaging C. Level and consistency D. Level and price E. Consistency and design

C. Level and consistency

Which of the following statements concerning new products is correct? A. To be considered new, the product must be something consumers have not seen before. B. A modified product is not considered a new product. C. Modified and improved products are considered new. D. Most new products succeed within two years of their introduction. E. Products that are merely improved in some way are not considered new.

C. Modified and improved products are considered new.

At certain stages of the buying process, which element of the promotional mix is most effective in building up buyers' preferences, convictions, and actions? A. Public relations B. Sales promotion C. Personal selling D. Direct and digital marketing E. Advertising

C. Personal selling

__________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service. A. Personal selling B. Advertising C. Sales promotion D. Public relations E. Direct and digital marketing

C. Sales promotion

Which of the following statements is true regarding standardizing products for international markets? A. Markets and consumers all over the world are alike, so a company should always standardize international products. B. Standardization ensures that products will succeed in foreign markets. C. Standardization decreases product design, manufacturing, and marketing costs. D. Standardization means that marketers do not have to adapt their product offerings for different international markets. E. Standardization helps a company develop a different image in different countries.

C. Standardization decreases product design, manufacturing, and marketing costs.

Which of the following statements regarding standard test marketing is correct? A. If test marketing is successful, the next step is to develop the product. B. Test marketing is conducted in a simulated market setting. C. Test marketing can be costly and delay commercialization of the product. D. New products are always test marketed. E. A company usually tests only a small part of its marketing program in a test market.

C. Test marketing can be costly and delay commercialization of the product.

Which of the following statements regarding marketing channel behavior and design is correct? A. Vertical marketing systems lack leadership and power, often resulting in damaging conflict and poor channel performance. B. Distribution channels are nothing more than simple collections of firms tied together by various flows. C. The success of individual channel members depends on the overall channel's success. D. A conventional distribution channel consists of one or more independent producers, wholesalers, and retailers acting as a unified system. E. Conflicts rarely occur in marketing distribution channels.

C. The success of individual channel members depends on the overall channel's success.

What must companies do to create successful new products? A. Obtain successful products through acquisitions instead of doing internal development. B. Spend more on R&D than its competitors. C. Understand its consumers, markets, and competitors and develop products that deliver superior value. D. Cut costs to keep the price of new products low. E. Focus their new product development efforts only on consumers.

C. Understand its consumers, markets, and competitors and develop products that deliver superior value.

One reason there is a need for integrated marketing communications is that __________. A. messages from companies come from a single source. B. companies often integrate their various communication channels. C. consumers don't distinguish between content sources the way marketers do. D. consumers today distinguish brand-related content from different sources E. communication channels today are less fragmented than in the past.

C. consumers don't distinguish between content sources the way marketers do.

One recent development in generating new product ideas is for a company to invite broad communities of people such as employees, customers, and even the public at large into the innovation process. This is known as __________. — — A. concept testing B. test marketing C. crowdsourcing D. crowdfunding E. intrapreneurial idea generation

C. crowdsourcing

Some sellers require that dealers not handle competitor's products. This strategy is called __________. A. full-line forcing B. a tying agreement C. exclusive dealing D. exclusive distribution E. intensive distribution

C. exclusive dealing

Developing effective marketing communications starts with __________. A. collecting feedback B. identifying the consumer's buyer readiness stage C. identifying the target audience D. determining the communication objectives E. designing a message

C. identifying the target audience

Nonpersonal communication channels include __________. A. major media, email, and events B. major media, Internet chat, and events C. major media, atmospheres, and events D. major media, events, and buzz marketing E. major media, atmospheres, and Internet chat

C. major media, atmospheres, and events

Mothers Against Drunk Driving (MADD) runs advertising campaigns aimed at stopping drunk driving and preventing underage drinking. This is an example of __________. A. place marketing B. organization marketing C. social marketing D. person marketing E. corporate image marketing

C. social marketing

When setting channel objectives, companies should state the objectives in terms of __________. A. competitor's objectives B. the length of the channel C. targeted levels of customer service D. expected profitability E. exclusive distribution arrangements

C. targeted levels of customer service

Which of the following best describes brand equity? A. The total financial value of a brand B. The return on investment a firm receives from a brand C. The extent to which two different brands in the same product category are similar D. A measure of the brand's ability to capture consumer preference and loyalty E. That the brand is legally protected from imitation

D. A measure of the brand's ability to capture consumer preference and loyalty

Which of the following correctly defines a product? A. A product consists of the actual product and the augmented product. The core customer value is not part of a product. B. A product is the overall market offering. C. Products include tangible objects and services but not events or people. D. A product is anything offered to a market that might satisfy a need or want. E. Products are tangible goods only.

D. A product is anything offered to a market that might satisfy a need or want.

Which of the following statements regarding marketing channel design is correct? A. In global markets, channel systems are the same in different countries. B. Channel objectives should be set in terms of profitability. C. It is important to let the responsibilities of channel members evolve as their relationship develops. D. Channel alternatives should be evaluated against economic, control, and adaptability criteria. E. Marketers should always maximize the number of intermediaries used in a channel.

D. Channel alternatives should be evaluated against economic, control, and adaptability criteria.

Which promotional tool includes presentations, trade shows, and incentive programs? A. Advertising B. Direct and digital marketing C. Sales promotion D. Personal selling E. Public relations

D. Personal selling

Which of the following statements regarding marketing logistics is correct? A. It is important for companies to improve logistics even though logistics are not a source of competitive advantage. B. Sustainability is not relevant to marketing channel logistics and the supply chain. C. Marketing logistics handle only outbound logistics. D. The goal of marketing logistics should be to provide a targeted level of customer service at the least cost. E. The goal of marketing logistics is to maximize sales.

D. The goal of marketing logistics should be to provide a targeted level of customer service at the least cost.

Which of the following statements about service marketing is correct? A. It is easier to define service quality than product quality. B. Social media is not useful to service marketers. C. Service marketers cannot differentiate their offerings. D. Training current employees better and hiring new ones with more skills can increase service productivity. E. Due to the variability of services, top service companies set modest service-quality standards.

D. Training current employees better and hiring new ones with more skills can increase service productivity.

What are the four major functions of logistics? A. Inventory management, transportation, shipping, and warehousing B. Retailing, inventory management, transportation, and logistics information management C. Warehousing, inventory management, retailing, and logistics information management D. Warehousing, inventory management, transportation, and logistics information management E. Warehousing, inventory management, transportation, and retailing

D. Warehousing, inventory management, transportation, and logistics information management

During the idea generation stage of the new product development process, it is important that __________. A. companies limit their ideas to those that come from their internal R&D departments B. companies avoid crowdsourcing as a source of new ideas C. companies generate a small number of ideas that seem feasible D. companies create a large number of ideas E. companies realize that it is illegal to use competitors as a source of new ideas

D. companies create a large number of ideas

A temporary period of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity is called a(n) __________. A. aberration B. style C. fashion D. fad E. trend

D. fad

Cross-functional teamwork within the company, building logistics partnerships, and third party logistics are all important elements of __________. A. multimodal transportation B. sustainable supply chains C. supply chain management D. integrated logistics management E. reverse logistics

D. integrated logistics management

When Dr. Footcare developed and launched a revolutionary new walking shoe, he knew that during the introductory stage of the product life cycle (PLC) __________. A. sales would be slow but profits would be high B. sales would fall and profits would drop C. profits would rise quickly and there would be rapid market acceptance of the product D. sales would be slow and profits nonexistent E. sales would be high and profits would level off or decline

D. sales would be slow and profits nonexistent

Furniture, major appliances, clothing, and hotel services are classified as __________ products. A. specialty B. industrial C. unsought D. shopping E. convenience

D. shopping

Duracell is well known for manufacturing and marketing batteries. Recently they launched the Duracell Powermat, which is a wireless charger for mobile devices. Which brand development strategy did Duracell use in this example? A. Licensing B. Multibrand C. Line extension D. New brand E. Brand extension

E. Brand extension

Which of the following statements regarding the growth stage of the product life cycle is correct? A. Early adopters are not yet buying the product. B. Sales begin to climb slowly. C. The company will still be free of competition. D. Sales will be slow and profits will level off or decline. E. Companies face a trade-off between high market share and high profits.

E. Companies face a trade-off between high market share and high profits

What are the three major factors identified in the text that are changing today's marketing communications landscape? A. Consumers, marketing budgets, and digital technologies B. Digital technologies, mass media, and marketing strategy C. Email, social media, and blogs D. Television programming, email, and mass media E. Consumers, marketing strategy, and digital technologies

E. Consumers, marketing strategy, and digital technologies

One characteristic of services is their variability. What is the main reason for services being variable? A. Services are tangible, and defects are impossible to prevent. B. Services cannot be separated from their providers. C. Services cannot be stored for later use. D. Services cannot be seen, tasted, or felt before they are bought. E. Service quality depends on who provides them, as well as when, where, and how they are provided.

E. Service quality depends on who provides them, as well as when, where, and how they are provided.

Which of the following statements regarding the changing communications landscape is correct? A. In terms of communication, today's consumers are less empowered. B. More than ever, consumers are relying on marketers for information. C. The digital age has had little impact on marketing communications. D. Marketers today are shifting their efforts to mass marketing. E. The dominance of television, magazines, newspapers, and other traditional mass media is declining.

E. The dominance of television, magazines, newspapers, and other traditional mass media is declining.

Which government agency has the authority to ban or seize potentially harmful products and set severe penalties for violation of the law? A. The Consumer Product Safety Commission (CPSC) B. The Food & Drug Administration (FDA) C. The Federal Trade Commission (FTC) D. The Small Business Administration (SBA) E. The Environmental Protection Agency (EPA)

E. The government may prevent companies from adding products through acquisitions if the effect threatens to lessen competition.

Which of the following statements regarding socially responsible product decisions is correct? A. Safety legislation has not yet been passed to regulate toys, automobiles, and fabrics. B. When companies drop products, they do not have any obligations to suppliers, dealers, and customers. C. Companies can safely ignore patent laws. D. Manufacturers are generally not concerned with product liability. E. The government may prevent companies from adding products through acquisitions if the effect threatens to lessen competition.

E. The government may prevent companies from adding products through acquisitions if the effect threatens to lessen competition.

What is the goal of integrated marketing communications? A. To only use newer digital technologies to communicate with consumers B. To deliver a hodgepodge of brand content to consumers C. To allow different company departments to send different brand messages D. To deliver different brand messages over different communication channels E. To deliver clear, consistent, and compelling company and brand messages

E. To deliver clear, consistent, and compelling company and brand messages

Walmart has a lot of power and exerts strong influence on the suppliers they buy from. This channel power is an example of a(n) __________ vertical marketing system (VMS). A. franchise B. contractual C. conventional D. corporate E. administered

E. administered

Charles Revson, who started Revlon, once said "We sell hope." Revson was defining the __________ of Revlon cosmetics. A. design B. quality level C. augmented product D. branding E. core customer value

E. core customer value

Companies should take a holistic approach to new product development. This means that the process should be __________. A. compartmentalized, team-based, and company-centered B. compartmentalized, sequential, and company-centered C. customer-centered, team-based, and haphazard D. customer-centered, compartmentalized, and systematic E. customer-centered, team-based, and systematic

E. customer-centered, team-based, and systematic

Due to changes in technology, a recent trend is for product or service producers to cut out intermediaries and go directly to final buyers. This is one form of __________. A. channel distress B. disengagement C. channel dissolution D. a vertical marketing system E. disintermediation

E. disintermediation

In the content of a message, marketers often use __________ appeals such as joy, love, humor, fear, and guilt. A. moral B. word-of-mouth C. one-sided argument D. rational E. emotional

E. emotional

When a company lengthens a product line by adding more items within that lines current range, they are __________. A. stretching the line upward B. stretching the line downward C. decreasing the depth of the line D. increasing the width of their product mix E. filling the line

E. filling the line

Companies now use __________ and supply chain management software to help recruit, train, organize, manage, motivate, and evaluate channel partners. A. customer relationship management B. distribution centers C. logistics D. channel management E. partner relationship management

E. partner relationship management

CVS pharmacy stores have recently stopped selling cigarettes. For cigarette manufacturers, this highlights the challenge of __________ channel members. A. compensating B. evaluating C. motivating D. rewarding E. selecting

E. selecting

Installing an innovation management system to collect, review, evaluate, and manage new product ideas represents a(n) __________ approach to new product development. A. haphazard B. customer-centered C. team-based D. sequential E. systematic

E. systematic

To succeed in France, McDonalds had to __________. A. standardize their products B. use local bakeries to supply their baguettes C. keep the same restaurant design as in the United States D. use the same cheeses on their burgers that are used in the United States E. tailor their operations to local French preferences

E. tailor their operations to local French preferences

The length of a channel is determined by __________. A. the number of final consumers B. the number of producers C. the number of retailers in the channel D. the number of wholesalers in the channel E. the number of intermediary levels

E. the number of intermediary levels