Final Marketing
If a firm currently produces 2,500 products per month and decides to produce 2,501, it will incur
A marginal cost
JCPenney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JCPenney is practicing
Addressability
Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the
Advertising platform
When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.
Advocacy
If Stonefield School Furniture Company provides standard primary school chairs in new colors to match the interiors of schools, this modification is most likely to be viewed as a(n) ____ modification.
Aesthetic
The supply chain includes
All entities that facilitate product distribution
One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses
Application (apps)
Which of the following is always used to determine the classification of a good?
Buyers intent for using the product
Which of the following is not a business product?
Calculators bought to help individuals complete their personal federal income tax forms
Stacey's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Stacey's method of approach is known as
Cold canvass
Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as
Comparative
If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.
Competition-matching
Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called
Competitive
One disadvantage of test marketing a new product is that
Competitors may copy the product
____ involves the use of digital networks to provide linkages between information providers and users.
Connectivity
The ability of a product to provide the same level of quality over time is called
Consistency
Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's
Credibility
Nordstrom, Macy's, and JCPenney are all considered
Department stores
When establishing prices, a marketer's first step is to
Develop pricing objectives
The fact that senior citizens are charged a lower price at movie theaters than younger adults is an example of ____ pricing.
Differential
____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers.
Digital marketing
Self-service, general merchandise stores such as Kmart are known as
Discount stores
For most firms in the United States, demand curves are
Downward sloping
Cheyenne calls to see if her customer's new hardwood floors were installed correctly
During the follow-up step
Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing.
Electronic marketing
Which of the following is not a stage in the buyer's product adoption process?
Exploration
By locating in the same general vicinity as other car dealerships, Hartfield Honda can
Facilitate comparison shopping
Commentators are people who comment on blogs or post ratings and reviews. (T/F)
False
It is unusual for consumers to be members of several social networking sites at once. (T/F)
False
The final stage of the selling process is
Follow-up
Supermarkets, discount stores, and hypermarkets can all be classified as
General merchandise retailers
To expand the number of its retail outlets in the Washington, D.C. area, Whole Foods bought out a small chain of organic food stores in northern Virginia. This type of integration is called
Horizontal
A(n) ____ is a concept, philosophy, or image.
Idea
Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an example of which type of business product?
Installations
Parisian Dry Cleaners airs a series of radio ads that claim, "We are the fastest dry cleaners in town." This campaign would best be described as ____ advertising.
Institutional
When Busch Light Beer was introduced as part of the Anheuser-Busch product line, the company most likely used ____ distribution.
Intensive
____ allows customers to express their needs and wants directly to a company in response to its marketing communications.
Interactivity
While Alec's grandfather still prefers using a land line, he just bought his first cell phone. Alec's grandfather is most likely oriented toward the past and is a member of the ____ group.
Laggards
The best advice for recruiting and selecting salespeople for one's organization would be
Make recruitment a continuous activity aimed at seeking out the best applicants
Recognition and recall tests are posttest methods based on
Memory
Assisting the producer's customers in selling to those customers is the major purpose of which type of salesperson?
Missionary salesperson
Price is considered to be the variable in the marketing mix that is
Most flexible
Dylan is a sales person for Whole Foods. In his position, he is primarily responsible for seeking repeat sales. Dylan is most likely a(n)
Order taker
Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called
Personal selling
Marketing channels create four types of utility for consumers including
Place, time, possession, and form
____ are free online publicity that helps the company.
Positive customer reviews
Isabella is a product manager for The Container Store, a retailer of plastic bins and other storage containers. Sales have been declining in the past nine months and her management team is pressuring her to compete based on price discounts. However, Isabella is aware of the dangers associated with engaging in price competition. She knows that competitors can also change prices quickly and aggressively, which can result in a(n) ____ that will be harmful to both companies.
Price war
Products used directly in the production of a final product but are not easily identifiable are categorized as
Process materials
Large retailers such as J.C. Penney's and Target are most likely to participate in which of the following channels?
Producer, retailers, consumers
Marketers begin to make decisions about labeling, packaging, branding, pricing, and promotion during
Product development
If an organization sets prices to recover research and development expenses and establish a premium quality image for its product, it would be using a ____ pricing objective.
Product quality
Westin Hotels, Inc. has an objective of achieving a 25 percent return from its overall sales. This is an example of a ____ pricing objective.
Profit
Which of the following types of product modifications inevitably tend to cause firms to reduce costs in some of the organization?
Quality
Supply chains for durable goods typically begin at _____ and end at _____.
Raw materials; the customer
Digital media such as blogs allow marketers to interact with prospective customers in
Real time
An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.
Reminder
Kate owns a refreshment-stand business at the community ballpark. She goes to a warehouse store like Sam's and purchases snacks and canned soda that she will sell at her refreshment stand. Kate is considered a(n)
Retailer
Often, a new product is launched in stages during commercialization. This gradual introduction of the product is known as
Roll-out
The salesperson must attract and hold the prospect's attention, stimulate interest, and spark a desire for the product during the
Sales presentation
The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of
Salespeople
Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ____ products.
Shopping
When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a
Storyboard
Which type of retail outlet can have up to 200,000 square feet?
Superstores
The Office Place is an office supplies company who has just adjusted its price levels so that it can increase its sales volume to match its expenses. The Office Place is most likely employing a(n) ____ objective.
Survival
Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends.
Their information searches
Why are line extensions more common than new products?
They are expensive and lower-risk
The type of retail location that is commonly being preserved and revitalized in many cities is the
Traditional business district
When a salesperson asks the customer to buy the product several times throughout the sales presentation in an effort to uncover hidden objections, it is called
Trial closing
Attempts to deceive consumers into releasing personal information online is referred to as online fraud. (T/F)
True
Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator. (T/F)
True
The majority of online shoppers read ratings and reviews to aid in their purchasing decisions. (T/F)
True
Why should a benchmark statement be included in advertising objectives?
Without a reference point, it is difficult to determine to what degree objectives have been accomplished.
The effectiveness of an advertising campaign can be measured
before, during, and after the campaign through the use of pretests, inquiries, and posttests.
A marketer that wanted to include detailed information in advertisements would most likely use
magazines
A consumer jury is a
panel of existing or potential buyers of the advertised product brought together to pretest an advertising message
Reinforcement advertising is primarily targeted at
the current users of a particular product
Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each type of media has both benefits and disadvantages. She is considering the Internet as a form of media. Which of the following is NOT a disadvantage of the Internet as a promotional medium?
the message must be short and simple
Order processing is defined as
the receipt and transmission of sales order information
Price is...
the value that is exchanged for products in a marketing transaction.
Retailing is best characterized as
transactions in which the buyer intends to consume the product through personal, family, or household use