mark E2
An attractive product idea must be developed into a _____
Product concept
which of the following is a type of flow that connects all institutions in a marketing channel
payment flow
which of the following is most likely an objective of informative advertising
suggest new uses for a product
____ are facing slow sales growth because of slower population growth, increased competition, and the rapid growth of out-of-home eating
supermarkets
which type of store is much larger than regular supermarkets and offers a large assortment of routinely purchased food products, nonfood items, and services
superstore
all of the following are disadvantages of team selling except
team selling reduces the overall efficiency of the selling process
Today's consumers do not need to rely on marketer-supplied information about products and services because they can use ________ to seek out a wealth of information.
the internet
a market penetration pricing policy should LEAST likely be used for a new product when ____
the products quality and image support a high price
a conpany's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct marketing tools that the company uses to communicate customer value and build customer relationships. which of the following terms best describes this set of communications tools?
the promotion mix
which of the following is most likely true of marketing channel decisions
they often involve long term commitments to other firms
which of the following statements is true regarding today's marketing
today's consumers are better informed about products and services
a ____ is made up of the company, suppliers, distributors, and customers who partner to improve the performance of the entire system
value delivery network
which of the following statements is true about personal communication channels
word of mouth influence uses a personal communication channel
trade in allowances are most commonly used in the ___ industry
automobile
The perceived value of different product offers can be reasonably assessed by ______
Conducting surveys and experiments
____ pricing involves charging higher prices on an everyday basis but running frequent promotions to lower prices temporarily on selected items
High low
Which of the following is true of market penetration pricing?
It results in drawing in large numbers of buyers quickly, winning a large market share
Whizz corp wishes to introduce a new hybrid car into mature markets in developed countries with the goal of gaining mass-market share quickly. Which of the following pricing strategies would help the firm meet its goal?
Market penetration pricing
The term supply chain is considered limited because it _____
Suggests that planning begins with raw materials and factory capacity
persuasive advertising becomes _____ advertising when a company directly or indirectly compares its brand with one or more other brands
attack
any paid form of nonpersonal presentation and promotion of ideas, good, or services by an identified sponsor is called
advertising
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called _____
advertising
The lighting in Jake's Steak Restaurant is dim. The chairs are covered in leather and each table is covered with a white linen cloth. The colors are limited to earth tones with an occasional splash of red. Patrons cannot hear any kitchen noises, only a pleasant melody that seems familiar but unrecognizable. The smells are extraordinarily varied. This is a description of the restaurant's ________.
atmosphere
brands in a market with many competitors and high advertising clutter must ______
be advertised more heavily to be noticed in the marketplace
from a market point of view, universal pictures film studio might see its competition as ______
broadway
Home Depot and PetSmart are examples of ________.
category killers
which of the following is an objective of persuasive advertising
change customer perceptions of product value
after successfully overcoming a potential customer's objection to buying the vacuum cleaner he was selling, Terrence, a salesperson, asked the customer for an order. Terrence is in the ____ stage of the selling process
closing
each competitor has a mix objectives. the company wants to know the relative importance that a competitor places on all of the following except _____
company history
in the context of identifying competitors strategies, the more that one firm's strategy resembles another firm's strategy, the more likely the two firms are to ______
compete
_____ involves first identifying and assessing competitors and then selecting which competitors to attack or avoid
competitor analysis
the first step in initiating competitive marketing strategies is to _____
conduct competitor analysis
sears, target, and kroger are examples of
corporate chains
Which of the following would most likely lead to a company initiating a price increase
over demand
in a(n) ____ channel, the same member both produces and distributes a product or service to consumers
direct
which of the following is not a reason that companies use social media
ease of creating content
which of the following is a market leader strategy
expanding market share
A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message ________.
format
the greater the number of channel levels in a marketing channel, the ____
greater the channel complexity
robin works in a manufacturing company in ohio. she sells products and handles customer requests via the company's online live chat feature. in her company, robin is most likely a part of the ____
inside sales force
today several companies are adopting the concept of _____, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands
integrated marketing communications
an integrated social marketing campaign likely could include all of the following except _____
itunes podcasts
all of the following are benefits of direct marketing for sellers except _______
mass reach and immediate returns
companies that pursue a clear strategy will likely perform well. firms that do not pursue a clear strategy are called
middle of the roaders
_____ companies use both offline and online marketing channels
multichannel marketing
fifty percent of the market is in the hands of Company A, 30 percent is in the hands of Company B, 15 percent is in the hands of Company C, and the remaining 5 percent is in the hands of Company D. Based on these hypothetical numbers, Company D is the market
nicher
kevin is a salesperson working for a company that manufactures gardening tools. he is involved in door to door sales and travels every dah to call on customers. in his company, kevin is most likely a part of the ____
outside sales force
during the ___ step of the selling process, the salesperson tells the value story to the buyer, showing how the company's product or service solves the customer's problems
presentation
kathy champe, a public relations specialist for a regional chain of pharmacies regularly contacts members of the local statewide media with information about community events and charity fundraises sponsored by her company. this is an example of the _____ function of public relations
press relations
which of the following is a conventional consumer marketing channel
producer to wholesaler to retailer to end consumer
samsung and apple actively generate new ideas, relentlessly pursue new solutions, and quickly work to get new products to market. they serve customers who want state of the art and services, regardless of the costs in terms of price or inconvenience. which of the following value disciplines is illustrated from this example?
product leadership
which of the following product mix pricing strategies involves setting price across an entire product range based on cost differences between products, customer evaluations of different features, and competitors prices?
product line pricing
coca-cola cups prominently featured on episodes of american idol are an example of _____
product placement
which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events
public relations
which of the following is a challenge of marketing through online social networks
results are hard to measure
online ads that incorporate animation, video, sound, and interactivity are called _____
rich media ads
which of the following is true about the sales force of a company
salespeople represent customers to the company and manage the buyer seller relationship
which of the following would most likely improve coordination between marketing and sales
salespeople should participate in marketing planning sessions by sharing firsthand customer knowledge
A(n) ____ is an individual who represents a company to customers by prospecting, communicating, selling, servicing, information gathering, and/or relationship building
salesperson
____ are retailers that offer sales assistance because they carry more shopping goods which customers might need information
limited service retailers
which of the following promotional tools is the most effective in building up buyers preferences, convictions and actions?
personal selling
which of the following companies uses captive product pricing?
photo genie, which sells inexpensive cameras that run only on their own expensive batteries
