GEB module 4 quiz (chapter 11 & 12)

Integrated marketing communications (IMC):

is a careful coordination of all promotional activities

_____ is any paid form of nonpersonal presentation by an identified sponsor.

Advertising

The first step in the selling process is to:

prospect and qualifying

Finding a place to live in Mumbai, India, has been getting harder these days for people who are not vegetarians. Vegetarianism is a centuries-old custom among the Indian population, but the requirement is becoming more obvious as non-vegs are being segregated from vegs. A real estate broker in Mumbai who will only rent or sell a home to a vegetarian as defined that group as its:

target market

Customer satisfaction:

refers to the customer's feeling that a product has met or exceeded expectations

_____ is the action that people take in buying and using goods and services.

buyer behaviour

What is the final step in the selling process?

following up on sales

_____ is the number of times an individual is exposed to an ad.

frequency

Which of the following is a type of sales promotion that can be used if the organization's goal is to increase brand loyalty?

frequent-buyer programs

In new-product development, _____ is the stage at which products that do not meet new-product goals are rejected.

screening

Compassion International is a nonprofit organization dedicated to releasing poor children from spiritual, economic, social and physical poverty. What would be the most likely goal for an advertising campaign for this international organization?

provide information

An ad for Virgin airlines shows a traveler sleeping comfortably in the airline's new seats. This ad is using _____ segmentation to appeal to its market.

psychological

in 2006, The Home Depot launched its first consumer and business rewards credit cards. The Home Depot Rewards MasterCard and The Home Depot Business Rewards MasterCard allows consumers and business owners earn rewards for everyday purchases. The Home Depot is engaged in:

relationship marketing

When compared to the consumer market, the business-to-business market, the consumer market is:

uses more direct channels of distribution

_____ are distribution channel members that buy finished products from manufacturers and sell them to retailers.

wholesalers

Which of the following factors can be used to create an atmosphere in a store that sells sports memorabilia? life-sized pictures of famous athletes mounted on the wall store clerks dressed in referee uniforms bright lights the rebroadcasting of famous sports events as background noise all of the above

all of the above

Which of the following is a consumer durable?

bedroom dresser

When Gene O'Hare went online to plan his vacation to Australia, he learned that he could buy plane tickets, rent a car, and pay for a hotel in a reduced-price tourist package, which made it very convenient for him to book his trip. The Web site O'Hare visited used _____ to make trip planning easier and more economical.

bundling

Business products are classified into two categories. Large, expensive items with long life spans are called _____ products, and; smaller, less expensive items with short life spans are called _____ products.

capital, expense

Compressor pumps installed in General Electric refrigerators would be considered:

component parts

Which of the following statements describes an advantage that personal selling has over other forms of promotion?

personal selling costs can be adjusted by controlling the size of the sales force

Any communication or activity designed to win goodwill or prestige for a company or person is called:

public relations

Abercrombie & Fitch stores are aimed at college-aged consumers. The parent company also operates retail clothing stores under the name Hollister, which are targeted to 14- to 18-year-olds and under the name Abercrombie, which sell children's wear. Abercrombie & Fitch operate:

specialty stores

The _____ is a specific group of consumers toward which a firm directs its marketing efforts.

target market

Within the distribution channel, retailers and wholesalers are called:

marketing intermediaries