Final Marketing Exam
blog
Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a ________.
vertical marketing system
A ________ consists of producers, wholesalers, and retailers acting as a unified system. The system can be dominated by any one of the interdependent members.
value delivery network
A ________ is made up of a company, its suppliers, distributors, and, ultimately, customers who "partner" with each other to improve the performance of the entire system.
value delivery network
A ________ is made up of the company, suppliers, distributors, and, ultimately, customers who "partner" with each other to improve the performance of the entire system.
pull
A ________ strategy refers to a promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that pulls the product through the channel.
final buyers
A freestanding insert in the Sunday newspaper for a local restaurant that contains a $5 off coupon for any meal over $20 is an example of a promotion targeted at ________.
price packs
A toothpaste manufacturer that bands two products together, selling two for the price of one, is using which type of consumer promotion tool to build short-term sales?
e-tailers
Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet.
catalog marketing
Bradley Springs, a chain of superstores, promotes its business by handing out printed materials which contain lists and descriptions of an assortment of its products. In this case, the company's promotional strategy is referred to as ________.
complex
Companies that organize their sales force by customer and territory; product and territory; product and customer; or territory, product, and customer are using a ________ sales-force structure.
business promotions
Conventions, trade shows, and sales contests are types of ________.
Omni-channel retailing
Creating a cross-channel buying experience integrating in-store, online, and mobile shopping is called:
scientific evidence
Crest toothpaste has used a ________ style of advertising to convince buyers that Crest is better than other brands at fighting cavities.
public relations
In a promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events.
administered vertical
In a(n) ________ marketing system, leadership over production and distribution is assumed through the size and power of one or a few dominant channel members.
Extrinsic motivation
In recruiting and selecting good salespeople, a manager should look for all of the following characteristics, EXCEPT:
the amount spent by similar companies in the same industry
In the competitive-parity method of setting an advertising budget, the budget is set based on ________.
product
In this type of salesforce structure, a Salesperson specializes in selling only a portion of the company's products
handling objections
In which of the following steps of the selling process does a salesperson seek out, clarify, and overcome any customer disapproval to buying?
prospecting
In which step of the selling process does a salesperson or company identify qualified potential customers?
territorial
Rug Designs Inc, a manufacturer of large area rugs, markets its products throughout the United States using a network of regional sales offices. They are using a ________ sales-force structure.
call plan
Sales managers use a ________ that shows which customers and prospects to pursue and which activities to carry out.
trade
Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers are collectively called ________ promotions.
Marketing channels
________ are sets of interdependent organizations that help make the product or service of a company available for use by consumers or business users.
Multimodal transportation
________ involves combining two or more systems of transportation to move products.
advertising
________ is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Advertising
________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
mobile
________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.
direct and digital
________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
Online display ads
________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed.
online marketing
________ refers to marketing via the Internet using company Web sites, online advertising and promotions, e-mail marketing, online video, and blogs.
viral marketing
Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________.
disintermediation
1 out of 1 points For over 10 years, Erudite, a publishing and educational company that produces college textbooks, has been selling its books online through studysmart.com, a popular online retailer that sells textbooks published by different companies. Recently, Erudite stopped selling its books through studysmart.com and set up its own Web site to sell its books. This change in channel organization is called ________.
product
GE employs different sales forces within different product and service divisions of its major businesses. For example, within GE Infrastructure, the company has separate sales forces for aviation, energy, transportation, and water processing products and technologies. GE has most likely adopted a ________ sales-force structure.
exclusive
High-end luxury brands like Bentley for cars, Louis Vuitton for handbags, and Rolex for watches use ________ distribution, giving a limited number of dealers the sole right to sell products in a specified geographic territory.
market
If a company assigns individual teams of salespeople to big retail customers, it most likely has a(n) ________ sales-force structure.
direct marketing
In a promotion mix, ________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
personal selling
In a promotion mix, ________ occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships.
a contractual marketing system
Java Jane's first coffeehouse was very successful due to the unique flavors, on-site baked goods, and inviting ambiance. The owner, Jane Phillips, decided to franchise her operation when she was approached by several interested investors. Which type of marketing system has Java Jane's most likely adopted?
direct
Mary Kay Cosmetics and Amway sell their products through home and office sales parties, online Web sites, and social media. Both companies use a(n) ________ channel to distribute their offerings.
inbound
Moving products and materials from suppliers to the factory is known as ________ logistics.
online display advertisement
Olivia is searching for natural almond butter on SquirrelsApp, a mobile Web application for nut lovers. While browsing the application, a banner appears on the mobile screen showcasing offers and discounts on jelly and jam products. The banner is best referred to as a(n) ________.
products from the factory to resellers and ultimately to customers
Outbound logistics refers to moving ________.
sales promotion
Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast. Which element of the promotion mix has Power Pro used in this scenario?
intensive
Producers of convenience products and common raw materials typically seek ________ distribution — a strategy in which they stock their products in as many outlets as possible.
create greater efficiency in making goods available to target markets
Producers use marketing intermediaries because they ________.
content marketing
Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded story ads," many marketers now view themselves more broadly as ________ managers.
slice of life
The ________ style of advertising shows ordinary people clearly using a product in a normal setting.
advertainment
The aim of ________ is to make ads and brand content so engaging or useful that people want to watch them.
social selling
The fastest-growing sales trend is ________ that involves the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance.
showing how a company's products can solve a customer's problems
The presentation stage of the selling process most likely involves ________.
direct-mail marketing
The process in which printed catalogs, brochures, samples, and DVDs are distributed to customers using highly selective mailing lists is known as ________.
trade promotions
This type of promotion is used To get retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space
spam
Unsolicited and unwanted commercial e-mail is referred to as ________.
public relations
When a company issues a press release to announce a sizable donation to a national charity, they are using ________ to generate goodwill and maintain a positive corporate image.
direct-mail marketing
Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular postal address?
direct-response television marketing
Which of the following direct marketing forms includes infomercials?
unsolicited outbound telemarketing by businesses
Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry?
personal drive
Which of the following is NOT an extrinsic motivator?
Storage warehouses store goods for moderate to long periods, while distribution centers are used to move goods rather than just store them.
Which of the following is a difference between storage warehouses and distribution centers?
blog
Which of the following is a direct digital marketing tool?
website
Which of the following is a direct digital marketing tool?
delivering a clear, consistent, and compelling message on the product to each brand contact
Which of the following is a function of an integrated marketing communications system?
catalog
Which of the following is a traditional direct marketing tool?
a Ford car dealer complaining that another Ford dealer is overcharging customers for the same car model
Which of the following is an example of horizontal conflict in the distribution channel?
trucks
Which of the following is most efficient for short hauls of high-value merchandise and is highly flexible in its routing and time schedules?
They provide buyers with anytime, anywhere access to products.
Which of the following is most likely true about direct and digital marketing?
setting advertising objectives
Which of the following is the first step in developing an advertising program?
They are more targeted, social, and engaging.
Which of the following is true of marketing strategies that are being developed in the new marketing communications model?
social media
Which of the following media is most suitable for having consumers provide input on product design or features?
A product sales-force structure is characterized by specialization along product lines.
Which of the following statements is true of a product sales-force structure?
They represent a company to its customers by communicating and selling.
Which of the following statements is true of salespeople?
personal selling
Which of the following types of promotion tools requires a considerable degree of personal interaction with a customer?