marketing exam 2
Which of these is not a form of a sharing economy? A. P2B B. P2P C. B2B D. B+P
A. P2B
Which of these is not a way to turn brand equity into dollar value? A. Brand Extension B. Price Competition C. Licensing D. Word of mouth
B. Price Competition
Standard webpage views are optimal for mobile access. • True • False
false
Which of these is not a key category of digital promotion? • A. Affiliate • B. Display • C. Social media • D. Video
video
Assume that Netflix has introduced a new bundle service for their streaming services. Bundle 1 includes a base price of $9 to cover 25 hours of streaming for the month and variable price of $0.10 for every 30 minutes over that 25 hours. Bundle 2 includes no base price, but a variable price of $0.25 for every 30 minutes of streaming per month. When a consumer attempts to decide which bundle to use, what is he or she determining? • A. Effectiveness of bundling •B. Breakeven point • C. Price elasticity • D. Value of the brand
•B. Breakeven point
The goal of "remind and reinforce" applies to advertisements aimed at A. : • current customers • B. any customers C• future customers
A. : • current customers
Real-estate company is an example of what market intermediary? • A. Agents/Broker • B. Distributors • C. Wholesalers • D. Retailers
A. Agents/Broker
The added value delivered by the brand over the functional benefits or book value is called: A. Brand Equity B. Brand Evaluation C. Brand Interest D. Brand Recognition
A. Brand Equity
Pizza hut is an example of what type of vertical marketing system? • A. Contractual • B. Administered • C. Corporate • D. None
A. Contractual
Which vertical marketing system is a formal agreement between the varies levels of distribution or production channel to coordinate the entire process? • A. Contractual • B. Administered • C. Corporate • D. None
A. Contractual
What is an advantage to corporate VMS? • A. Control of all aspects of the system • B. Low taxes • C. Large trust in all channel members D. low cost
A. Control of all aspects of the system
Nike is an example of which type of vertical marketing system? • A. Corporate • B. Administered • C. Contractual • D. None of these
A. Corporate
Which is not a function that distributors perform? • A. Creating products • B. Selling • C. Delivering • D. Maintaining inventory
A. Creating products
Which is NOT a role of a specific supply chain? • A. Decrease accuracy • B. Improve proficiency • C. Reduce costs • D. Increase profits
A. Decrease accuracy
When a producer sells directly to a consumer is what type of supply chain structure? • A. Direct • B. Indirect • C. Neither • D. Both
A. Direct
A "brand" is confined to the physical name or logo associated with the firm. A. True B. False
A. False
Which of these is the best example of contractual VMS? • A. Franchising • B. Retailing • C. Ownership • D. Agent/Broker
A. Franchising
Which of these is not a characteristic of a good landing page? • • A. Full company information B. • Clear offer • C. Simple form • D. Quality content offer
A. Full company information
What is the main difference between advertisements and sales promotions? • A. Goal: of long-term or immediate payoff • B. Goal: of increasing sales or decreasing necessary employees • C. Methods: print or technology-based • D. Methods: using frontline employees or management
A. Goal: of long-term or immediate payoff
A change in price in an elastic market is likely to show _______ change in demand when compared to a similar change in an inelastic market. • A. Greater • B. Variable • C. Smaller • D. Equal
A. Greater
Employees with high customer orientation will thrive in what kind of job? A. High customer interaction B. Low customer interaction C. These employees can go to any job D. These employees always choose their own job
A. High customer interaction
Which social medial site is best suited for business to business marketing? • A. LinkedIn • B. Facebook • C. Twitter • D. YouTube
A. LinkedIn
Who owns the channel in Administered VMS? • A. No one • B. The company C.• Whoever contractually has power • D, None of these
A. No one
Can the order of the AIDA model be changed? Why or why not? • A. No, each step must be achieved before moving to the next • B. Yes, each goal is individual and separate • C. Yes, changing the order keeps competitors on edge • D. No, consumer reactions must drive the order
A. No, each step must be achieved before moving to the next
Google's display network is huge, with approximately ___________ monthly impressions (as of fall 2017). • A. One trillion • B. A hundred thousand • C. 6 billion • D. 10 million
A. One trillion
What is a main difference between online display advertising and pay-per-click? • • A. Online display is visual; Pay-per-click is text • B. Online display is text; Pay-per-click is visual • C. Online display is effective; Pay-per-click is inconclusive D• Online display is audio; Pay-per-click is tangible
A. Online display is visual; Pay-per-click is text
A grocery store is an example of what type of market intermediary? • A. Retailers • b. Agent/Broker • C. Distributors • D. Wholesalers
A. Retailers
Which market intermediary works directly with the customer? • A. Retailers • B. Agents and Brokers • C. Distributors • D. Wholesalers
A. Retailers •
Which of these is not an advantage of sales promotions? • A. Sales promotions have long-term effects B. • Reduce risk of initial trial C. • Effectiveness measured directly • D. Balance demand against capacity
A. Sales promotions have long-term effects
Pay-per-click marketing is also known as: • • A. Search marketing • B. Online advertising • C. Bidding • D. Google mining
A. Search marketing
The competitive retail price for a stereo system is $300. Retail stores normally have a margin of 30% for such items. Wholesalers normally have a margin of 20% for such items. The manufacturer's price is unknown. What steps should be taken to determine the manufacturer's highest price? A. Solve for Retail price, then Wholesale price, then Manufacturer price • B. Solve for Manufacturer price, then Wholesale price, then Retail price • C. Solve for Wholesale price, then Manufacturer price, then Retail price • D. Solve for Retail price, then Manufacturer price, then Wholesale price
A. Solve for Retail price, then Wholesale price, then Manufacturer price
Companies who are recruiting new employees often ask to come to college campuses and speak in classes. What type of public relations tool is this most like? • A. Speaking engagements • B. Press kits/releases • C. Philanthropy • D. Event sponsorship
A. Speaking engagements
Which of these is not a type of vertical marketing system? • A. Supplier VMS • B. Corporate VMS • C. Administered VMS • D. Contractual VMS
A. Supplier VMS
A type of selling in which the organization is represented by multiple people, which might include a salesperson, a technical support specialist, or others, is defined as: A. Team Selling B. Group Sales C. Team Account D. Group Work Ideation
A. Team Selling
What does the supply chain represent? • A. The steps it takes to get the product from original manufacturer to consumer B. • The market intermediaries •C. Just the original manufacturer • D. None of the above
A. The steps it takes to get the product from original manufacturer to consumer
Why do retailers exist? A. They add value by adjusting discrepancies between the needs of consumers and sellers B. They do not add value but do add convenience C. People always buy more from retailers than they do directly from producers D. They add value by increasing discrepancies between the needs of consumers and sellers
A. They add value by adjusting discrepancies between the needs of consumers and sellers
A form of personal selling that focuses on making an immediate sale with little or no concern for customer satisfaction or relationship development is defined as: A. Transactional selling B. Relationship selling C. Telemarketing D. Innovative selling
A. Transactional selling
Seeing a brand can cause consumers to automatically think of the attributes of the firm. A. True B. False
A. True
Some people innately have more of a customer orientation than others. A. True B. False
A. True
_______ is not about what we put into our product, it's what our customers get out of it. A. Value B. Evaluation C. Price D. Marketing
A. Value
A way of visually presenting where your brand is in consumers' minds is called a: A. brand map B. brand attribute C. brand association D. brand recognition
A. brand map
What are the two functions of a brand? A. identify and differentiate B. market and recruit C. compete and improve D. locate and determine
A. identify and differentiate
What is the difference between merchant and agent wholesalers? A. merchants take ownership to a product; agents act as intermediaries B. agents produce the product; merchants sell it to consumers C. merchants produce the product; agents sell it to consumers D. agents take ownership to a product; merchants act as intermediaries
A. merchants take ownership to a product; agents act as intermediaries
When a supervisor doesn't emphasize the importance of customer satisfaction, employees with higher customer orientation: A. perform fewer customer service behaviors than they might have B. perform a varied amount of customer service behaviors C. all supervisors surveyed emphasized the importance of customer satisfaction D. perform more customer service behaviors than they might have
A. perform fewer customer service behaviors than they might have
When it comes to compensation in a channel of distribution, _______ plays the most important role. A. power B. replicability C. relative importance D. market share
A. power
Brand equity starts as a ________ concept, but ends up having a real ________ effect. A. psychological; monetary B. monetary; psychological C. potential; realized D. inconclusive; mediated
A. psychological; monetary
A form of personal selling that involves securing, developing, and maintaining long-term relationships with profitable customers is defined as: A. relationship selling B. business to business selling C. transactional selling D. personality-based marketing
A. relationship selling
What is the difference between retailing and wholesaling? A. retailers sell to individuals for end use; wholesalers sell to companies for resale/company use B. wholesalers sell to individuals for end use; retailers sell to companies for resale/company use C. wholesalers are unable to mark up prices; retailers are free to do so D. retailers are unable to mark up prices; wholesalers are free to do so
A. retailers sell to individuals for end use; wholesalers sell to companies for resale/company use
Which of these is not a benefit of individual branding? A. strong connections to established brands for new brands to lean on B. development of additional brand assets C. protection against negative spillover effects D. strategic degrees of freedom
A. strong connections to established brands for new brands to lean on
What jobs are the most likely to be automated? A. those with a great deal of routine B. those with lots of critical thinking C. those with a great deal of variety D. those with high-impact decision making
A. those with a great deal of routine
The "magic lesson" teaches us how to turn what into dollars? A. what consumers know about the brand B. the price of bestselling products C. how competitors adjust in response to the brand D. negative reputation of the brand or firm
A. what consumers know about the brand
What is the definition of Public Relations? A. • Form of external promotion through channels perceived to be noncommercial • B. Form of internal promotion through any and all channels • C. The least effective commercial strategy • D. Form of external price promotion
A. • Form of external promotion through channels perceived to be noncommercial
What is defined as frontline interactions in the Communications Triangle? • A. • Interactive Communication B. • Internal Communication C. • External Communication D. Realistic Communication
A. • Interactive Communication
What is price skimming? A. • setting a high price for a new product to skim maximum revenues B.• setting a low price to penetrate the market • C. offering customization at a price premium • D. reintroducing an old product at a different price
A. • setting a high price for a new product to skim maximum revenues
What is dynamic pricing? • A. • variable rate for each customer • B. price determined from bargaining • C. price set to change with stock prices • D. standard, flat rate for each customer
A. • variable rate for each customer
What is a supply chain? • A. Organizations and activities involved with the flow of products from raw materials to the customer • B. Promotions and offers involved with the flow of activities from raw materials to the customer • C. Products and services involved with the flow of cash from the consumer to the firm • D. None of the above
A.Organizations and activities involved with the flow of products from raw materials to the customer
What is a landing page? • A. The sales section • B. A special page specifically for people who click on your ad • C. The web homepage • D. A page devoted to a certain product
B. A special page specifically for people who click on your ad
Which type vertical marketing system has one member of the production/distribution chain that is super dominant? • A. Corporate • B. Administered • C. Contractual D. none
B. Administered
Why do firms use SEO? • A. All companies want to reduce their web traffic • B. All companies want to have the #1 ranking on Google • C. SEO is required for firms by ONET • D. Only the most competitive companies use SEO
B. All companies want to have the #1 ranking on Google
What are the two parts that make up a brand? A. Brand Label and Brand Price B. Brand Name and Brand Mark C. Brand Price and Brand Issue D. Brand Product and Brand Name
B. Brand Name and Brand Mark
Air BnB uses a model where the business integrates people who own homes into the market where consumers express demand. This is most accurately described as which type of sharing economy? A. Business to Person B. Business + Person C. Person to Business D. Peer to Peer sharing
B. Business + Person
Which of these is not one of the Three C's in communication? • A. Concise • B. Committed • C. Consistent • D. Clear
B. Committed
Which of the following is not part of a vertical marketing system? • A. Producer • B. Consumer • C. Wholesaler • D. Retailer
B. Consumer
Promotion is ultimately about making: • A. The best sale price possible • B. Effective exchanges between the seller and the customer • C. Good communication efforts between management and employees D. Efficient exchanges between suppliers and retailers
B. Effective exchanges between the seller and the customer •
A nonprofit that provides education for underserved communities is looking to run a new promotion. The company is deciding to either provide several statistics or a single, personal story from a student relying on funds. Out of the following, which part of the SUCCESS model would the personal story best encompass? • A. Unexpected • B. Emotion • C. Simplicity • D. Credibility
B. Emotion
Which step of the Process of Consumption best lines up with the Desire aspect of Goals of Promotion? A. • Interest • B. Evaluation of alternatives • C. Reaction • D. Need recognition
B. Evaluation of alternatives
Addi is driving from Stillwater to Dallas, and sees a McDonald's sign with golden arches (but no words). She automatically begins to think of her hunger. What kind of cue activated this thought? A. Coercive cue B. External cue C. Detrimental cue D. Internal cue
B. External cue
What is defined as the communications between the company and its customers? A. • Active advertising • B. External promotion C. Interactive communication D. Internal promotion
B. External promotion
Face-to-face communication is necessary for true "frontline" transactions. A. True B. False
B. False
Technology has had little impact on organizational frontlines in most industries. A. True B. False
B. False
When creating a brand map, a word cloud is always more useful than a table. A. True B. False
B. False
Pinterest is the only social media platform that is ________-looking. • A. Outward • B. Forward • C. Backward • D. Present
B. Forward
Which of these is not a branding strategy? A. Individual Branding B. Franchise Branding C. Sub-branding D. Institutional Branding
B. Franchise Branding
Who is interacting in Interactive promotions? • A. Top management and employees • B. Frontline employees and customers • C. Employees and top competitors • D. Background employees and technology
B. Frontline employees and customers •
When determining which social media platform to use for marketing, what should marketing professionals consider? • A. Which platforms are most convenient for the firm • B. How the platform fits with your product • C. What is "cool" or trendy • D. Pay-per-click advertisements
B. How the platform fits with your product
Unilever houses many brands, such as SlimFast nutrition drinks, Dove soap, and Skippy peanut butter, that all sell different products. What branding strategy is used here? A. Sub-branding B. Individual branding C. Institutional branding D. Umbrella branding
B. Individual branding
Advertising is best thought of as a(n): • A. Dividend • B. Investment • C. Immediate payoff • D. ROI
B. Investment
What is the first step in strategic pricing? A. Increasing the marketing budget B. Knowing how your industry behaves C. Knowing the price of your competitors D. Financing large projects
B. Knowing how your industry behaves
Which of these situations would Twitter be best for? • A. Planning for the future • B. Live reporting • C. Researching an article • D. Video sharing
B. Live reporting
Book value of assets + Brand equity = A. Market share in industry B. Market value of brand C. Price of brand D. Consumer share of brand
B. Market value of brand
Which of these is not a party that shares and exchanges value in a sharing economy? A. Platform B. Recommender C. Owner D. Seeker
B. Recommender
Social media marketing, when compared to normal social media use, uses the platform: • A. Passively • B. Strategically • C. More often • D. Aggressively
B. Strategically
When does activation occur? A. With only external cues B. With either external or internal cues C. With social media-based marketing D. With only internal cues
B. With either external or internal cues
The acronym LAURA helps us to analyze and adjust when: A. employees have provided poor customer service B. a product or service has disappointed the consumer C. consumers are belligerent with frontline employees D. a product or service has exceeded expectations of consumers
B. a product or service has disappointed the consumer
When does initial contact with the potential consumer occur? A. preapproach B. approach C. introduction D. presentation
B. approach
Which of these is not a type of brand association? A. brand benefits B. brand memories C. brand attitudes D. brand attributes
B. brand memories
Which of these does not happen in a "smart industry"? A. greater use of techniques from other fields B. companies fight with price only C. greater subtlety of pricing options D. more complex pricing
B. companies fight with price only
The "value created" of a product or service is determined from the perspective of the: A. employer B. customer C. competition D. stockholders
B. customer
What is the reason for so many levels existing between the producer and end-user? A. prices are lower across the board with a greater number of levels B. each level adds some kind of value to the end user C. convenience only D. each level makes some degree of money
B. each level adds some kind of value to the end user
When employees with high customer orientation are embedded in an organization that emphasizes (and benefits from) customer satisfaction, profits are likely to: A. decrease B. increase C. stay the same D. exponentially decrease
B. increase
Which of these is not a benefit of sub-branding? A. marketing power and promotional advantages of the institutional brand B. increased market share C. market flexibility D. new brand asset development, similar to individual brand
B. increased market share
The brand resides in the consumer's: A. desired associations B. memory C. conversations D. peer group
B. memory
Which of these is not a potential benefit of increasing a sharing economy? A. reverse effects of eroding social trust B. realize potential market gains C. return economic benefits D. reduce environmental and waste impact
B. realize potential market gains
The primary value of a brand for consumers is the: A. definition of corporate social responsibility B. reduction of perceived risk C. association with target groups D. ability to compare prices
B. reduction of perceived risk
The brand name must provide _________ meaning for the product. A. primary B. secondary C. institutional D. tertiary
B. secondary
Brands marketed as more luxury options (such as Lexus) are likely to utilize ______ distribution intensity. A. strategically placed B. selective C. intensive D. broad-coverage
B. selective
Why is breaking bulk important? A. breaking bulk is unnecessary B. sellers want to produce in bulk, consumers want to buy in small amounts C. sellers dislike producing in bulk, but consumers want large amounts D. breaking bulk is inconvenient for the consumer, leading to impulse buys
B. sellers want to produce in bulk, consumers want to buy in small amounts
Which of these is not a part of making a pay-per-click ad? • A. match the ad message, Unique Value Proposition, and Call to Action • B. set the highest bid available • C. make the ad relevant to the keywords searched • D. Make it obvious what you want the user to do upon seeing the ad
B. set the highest bid available
What is flat-rate pricing? A. • setting a low rate to penetrate the market • B. single rate per time period • C. different rate for each customer • D. price set to fluctuate with treasury bonds
B. single rate per time period
What is the key difference between cost-based pricing and value-based pricing? A. how you value each layer of business B. where you start the process C. weight placed on customer service D. focus on quantity vs. focus on quality
B. where you start the process
Which market intermediary sells products for a commission? • A. Wholesalers B. • Agents and Brokers C. • Retailers • D. Distributors
B. • Agents and Brokers
The social media landscape changes __________ and requires ___________ from marketers. • A, Quickly; indifference B• Quickly; flexibility • C. Slowly; caution • D. Slowly; spontaneity
B• Quickly; flexibility
What is the point of on-site SEO? • A. Prove to consumers that your content is popular B. • Improve business to business marketing • C, Prove to Google that your content is relevant • D, Increase pay-per-click
C, Prove to Google that your content is relevant
A grocer has purchased a truckload of frozen dinners for $3 each. The grocer operates on a margin of 30% for frozen food items. What is the retail price to the consumer? • A. $5.78 • B. $3.35 • C. $4.29 • D. $2.60
C. $4.29 •
What is the definition of Advertising? • A. A form of internal promotion with employees, paid for by the seller • B. A form of internal promotion with customers, paid for by the seller • C. A form of external promotion with customers, paid for by the seller • D. A form of external promotion with sellers, paid for by the consumer
C. A form of external promotion with customers, paid for by the seller
What is personal selling designed to influence? • A. A communication incentive • B. A market's elasticity • C. A purchase decision • D. A competitor response
C. A purchase decision
An agreement whereby a company permits another organization to use its brand on other products for a fee is defined as: A. Brand Addition B. Joint venture C. Brand licensing D. Franchising
C. Brand licensing
The example of the purchase of the PanAm brand demonstrates how: A. Promotional advertising can save a business B. Brands are unable to expand past their original industries C. Brands can have value beyond the book value of the firm D. Brands are worthless without assets as collateral
C. Brands can have value beyond the book value of the firm
Of the sharing economy models, which is the most similar to traditional business models? A. Business to Business B. Peer to Peer C. Business to Person D. Business + Person
C. Business to Person
What is a main risk of using email promotions? • A. Cost of sending mail • B. Privacy issues • C. Consumers ignoring emails • D. Cannot target emails effectively
C. Consumers ignoring emails
What is the goal of a sales promotion? • A. Increase likelihood of later purchase B. Clear inventory • C. Convincing consumers to "act now" • D. Increase market share
C. Convincing consumers to "act now"
Which of these is not a reason for the increasing popularity of digital marketing? • A. Interactive medium • B. Easily targeted • C. Difficult to track effectiveness • D. Cost-effective
C. Difficult to track effectiveness •
What are the two type of Supply Chains? • A. Direct Supply Chain and Wholesale Supply Chain B. • Indirect Supply Chain and Wholesale Supply Chain • C. Direct Supply Chain and Indirect Supply Chain • D. Resale Supply Chain and Wholesale Supply Chain
C. Direct Supply Chain and Indirect Supply Chain
Which aspect of the SUCCESS model is more common in the United States than in other countries? • A. Credible • B. Simple • C. Emotion • D. Concrete
C. Emotion
The "company" in the Communications Triangle represents the: • A. Company reputation • B. Frontline employees • C. Formal company management • D. Customers
C. Formal company management
It is often most important for which kind of employee to have a strong customer orientation? A. Strategic B. Behind-the-Scenes C. Front line D. Managing
C. Front line
What is determined by the default bid aspect of setting up a pay-per-click ad? • A. Effectiveness of landing page • B. The firm's budget per week C. How much the firm pays per click • D. Keyword popularity
C. How much the firm pays per click
When Mariah needs money, she goes to an ATM instead of driving to her bank. When Mariah utilizes this ATM that represents her home bank, what kind of interaction has taken place? A. Automated Service Delivery B. Machine Summons C. Human customer, Machine service provider D. Traditional Interactions
C. Human customer, Machine service provider
Which is NOT a type of marketing intermediaries? • A. Wholesalers • b. Distributors • C. Manufacturer • D. Retailers
C. Manufacturer
What is the main difference between the equations for margin and mark-up? • A. There is no difference, they are synonyms • B. Margin is (Price - Competition)/Price and Mark-up is Price - Competition • • C. Margin is (Price - Cost)/Price and Mark-up is (Price - Cost)/Cost • D. Margin is (Price - Cost)/Cost and Mark-up is (Price - Cost)/Price
C. Margin is (Price - Cost)/Price and Mark-up is (Price - Cost)/Cost
What is defined as responsiveness of demand to changes in price? • A. Demand sensitivity • B. Cost benefit • C. Price elasticity • D. Price variation
C. Price elasticity
When the company first started, Southwest's message in advertisements and managerial actions clearly communicated its commitment to low prices. What is this the best example of? • A. Concreteness • B. Emotion • C. Simplicity • D. Unexpectedness
C. Simplicity
Which of these companies is more likely to use an institutional branding strategy for a new product or service? A. Procter & Gamble B. ServiceMaster C. Sony D. Nestle
C. Sony
What is the best example of a Frequent User Program? • A. Black Friday sale • B. Mail-in rebate • C. Southwest credit card • D. Buy-one Get-one Free
C. Southwest credit card
What is the key aspect of the definition of social media? • A. Social media is online • B. Content comes in app form • C. The ability it gives users to interact with each other • D. Narrow reach
C. The ability it gives users to interact with each other
What is puffery? • A. Inflation of price during peak business hours • B. Inflating negative expectations • C. The idea that most ads tell only the best-case scenario D. • Exaggerating reports of the number of consumers
C. The idea that most ads tell only the best-case scenario
What is Search Engine Optimization (SEO)? • A, The strategy to ensure only certain markets can find your firm • B. A firm's basic online strategy • C. The strategy to try and improve the firm's ranking on Google • D. The strategy to try and remove a firm from Google
C. The strategy to try and improve the firm's ranking on Google
Which of these types of interactions is the only one where human interaction is absolutely necessary? A. Machine Summons B. Automated Service Delivery C. Traditional Interactions D. Machine Service Provider
C. Traditional Interactions
Which of these is the best strategy for determining the best social media platform to use for marketing? • A. Switch target markets rather than change marketing strategy • B. Stay consistent with platforms and content • C. Try new platforms and content to see what connects • D. Abandon unsuccessful platforms immediately
C. Try new platforms and content to see what connects
What is Spreading Activation? A. The creation of new nodes B. When consumers spread brand knowledge through conversation C. When nodes are energized and brought into working memory D. An external cue
C. When nodes are energized and brought into working memory
With social media marketing, who are you representing? • A. The media platform • B. Yourself • C. Your brand • D. Your followers
C. Your brand
Why is simplicity important for breaking through promotional clutter? A. • Messages seen as too simple are ignored by consumers • B. Mail-in rebate • C. Your message is the clearest when it is simple • D. Complex messages draw consumers in
C. Your message is the clearest when it is simple
What are inside sales? A. a type of sales in which companies within the same industry sell to each other B. a type of sales in which interactions are initiated by the seller C. a type of sales in which interactions are initiated by the buyer D. a type of sales in which inside departments sell to each other
C. a type of sales in which interactions are initiated by the buyer
The degree to which an individual possesses an enduring belief in the importance of customer satisfaction is defined as: A. customer service B. business orientation C. customer orientation D. good management
C. customer orientation
Which of these is not a benefit of institutional branding? A. lower promotional costs B. marketing power in the marketplace C. greater individualized identity for new products D. enhancement of positive spillover
C. greater individualized identity for new products
Brand awareness is associated with the ability of the brand to __________ who is offering a product or service, while brand association is associated with the ability of the brand to ____________ from competitors. A. differentiate; identify B. respond; attack C. identify; differentiate D. separate; connect
C. identify; differentiate
What is the point of SPIN selling? A. educate the consumer on the features of your product B. push a sale through at all costs C. position your product or service as the solution to the customer's problems D. sell your product to an entire industry
C. position your product or service as the solution to the customer's problems
Mostly, business is made up of: A. customer service orientations B. huge, multimillion dollar transactions C. smaller, more frequent transactions D. competitions with other firms
C. smaller, more frequent transactions
Automaticity in a branding context means: A. initial evaluation of a brand is made automatic and efficient B. the automatic reaction of consumers to a brand they have never encountered. C. the evaluation of a brand is brought to either conscious or subconscious thought D. a consumer's conscious decision to memorize aspects of a brand
C. the evaluation of a brand is brought to either conscious or subconscious thought
What is the largest inhibitor to the growth of sharing economies? A. initial cost B. quality concerns C. trust D. advertising
C. trust
Black Friday is best described as an example of: A. Advertising strategy • B. Public Relations Strategy • C. Competitive advantage • D price promotion
D price promotion
What are roles of the market intermediaries? • A. Link the manufacturer with the customer • B. Create benefits for manufacturers • C. Providing storage • D. All of the above
D. . All of the above
Which of these is not a goal covered by Public Relations Advertising? • A. Desire • B. Awareness • C. Interest • D. Action
D. Action
What is NOT something a company should consider when choosing a vertical marketing system? • A. Best coverage of the company's target market B, • Provide the perspective buyer with what they want • C. Most profitable • D. Convenience
D. Convenience
What is the best way to have excellent off-site SEO? • A. Keep content the same as long as possible • B. Use repetitive, homogenous links • C. Have an easily navigated webpage • D. Have high quality content
D. Have high quality content
In the Communications Triangle model, which type of interaction is modeled by a double-headed arrow? • A. External communication B. • Intrinsic value • C. Internal promotion • D. Interactive promotion
D. Interactive promotion
In most circumstances, higher levels of customer orientation lead to all of the following except: A. Organizational citizenship B. Job satisfaction C. Organizational commitment D. Job turnover
D. Job turnover
In the Transactional Model of Communication, who fulfills the role of the Sender? • A. Market forecast • B. Retailers • C. Consumer • D. Marketer
D. Marketer
Which of these is not an example of out-of-home advertising? • A. Signage • B. Billboards • C. Car wraps • D. Online ad videos
D. Online ad videos
Which of these is not a listed method of mobile marketing? • A. Mobile display ads B • Websites • C. Apps • D. Online news articles
D. Online news articles
What is the number one way to market to mobile users? • A. Focus on email-based methods • B. Link mobile users to the standard site • C. Create several versions of an app • D. Optimize webpage views through mobile sites
D. Optimize webpage views through mobile sites
Why is telling stories such an impactful way to advertise? • A. Consumers become bored with stories quickly b. • Consumers are irritated with failure • C. Storytellers inevitably fail • D. People are drawn into stories
D. People are drawn into stories
If Oreo cookies come out with a new flavor of s'mores Oreo cookies, what are they using in order to turn brand equity into dollars? A. Word of mouth B. Product purchase C. Licensing D. Promotional Advantage
D. Promotional Advantage
What is the definition of retailing? A. Any form of sale with a price markup B. Selling goods and services to companies to use in running the company C. Marketing goods and services for resale D. Selling goods and services to consumers for their own use
D. Selling goods and services to consumers for their own use
What is a sales promotion? A. • Long term external promotion tactic designed to influence future purchase • B. A synonym for advertising C. Price cuts only • D. Short term external promotion tactic designed to influence immediate purchase
D. Short term external promotion tactic designed to influence immediate purchase
When will a firm's ad show up the most often? • A. The firm connects with Bing rather than Google • B. The firm only has one size ad • C. The firm creates a bold, colorful ad • D. The firm creates different ads for different sizes
D. The firm creates different ads for different sizes
Rachel goes to Walmart to buy groceries and checks out with a cashier. When Rachel hands her cash to the Walmart employee, what kind of interaction has taken place? A. Human customer, Machine service provider B. Automated Service Delivery C. Machine Summons D. Traditional Interactions
D. Traditional Interactions
A company is looking to implement its new advertisement that is targeted specifically towards consumers 65 and older. Which communication channel would most effectively reach the intended audience? A. • Instagram • B. Snapchat • C. Twitter • D. Tv commercials
D. Tv commercials
When determining which social media platform to use for marketing, where should marketing professionals look? • A. Where the largest number of users are active • B. What is "cool" or trendy • C. Where millennials are most active • D. Where the target segment is best represented
D. Where the target segment is best represented
What is a key account? A. an account that links the company to other accounts B. the account a company holds with a minor supplier C. a small customer that provides an average amount of revenues D. a very large customer that provides a significant portion of revenues
D. a very large customer that provides a significant portion of revenues
What is the main advantage of using a sub-branding strategy? A. ability to take on the advantages of individual and institutional branding B. general flexibility C. ability to avoid the disadvantages of individual and institutional branding D. all of these
D. all of these
A brand map determines brand associations from the perspective of the: A. board of directors B. competitor C. management D. consumer
D. consumer
What happens in the Presentation stage of the personal selling process? A. establish initial contact B. ask for financial commitment C. present customer service evaluations D. determine prospect needs and present benefits; handle objections
D. determine prospect needs and present benefits; handle objections
What has been a problem of implementing Peer to Peer sharing? A. determining products B. determining companies who will invest C. finding platforms where consumers express demand D. finding platforms where it is legal and available
D. finding platforms where it is legal and available
Brand associations within a brand map can also have _______ attached to them. A. organization B. price C. affiliation D. mood and emotion
D. mood and emotion
Which of these is not a step in the personal selling process? A. approach B. close C. presentation D. prospecting
D. prospecting
A platform that receives renting fees receives those fees from the _______ and shares those fees with the _______. A. platform; owner B. recommender; seeker C. owner; seeker D. seeker; owner
D. seeker; owner
Which of the following describes peak load or congestion pricing? • A. price assembled as you add options B. variable price based on region or county • C. charging the peak industry price at all times • D. variable rate depending on time of day or week
D. variable rate depending on time of day or week
What is the definition of Price? A. what is provided as a good or service B. the combination of values for all raw values C. the treasury-backed ultimate value of a product D. what is exchanged for the product, service, or idea
D. what is exchanged for the product, service, or idea
What is the breakeven point? • A. the most desirable point for profits • B. where fixed costs only are covered • C. where variable costs only are covered • D. where profits just cover costs
D. where profits just cover costs
Which is NOT an important factor in Amazon's supply chain to have fast delivery? • A. Location • B. Size C. • Number of warehouses D. • Cost
D. • Cost
What is contextual targeting most similar to? • A. Data mining • B. Pay-per-click • C. Customer service D. • Keywords
D. • Keywords
In advertising, a marketing professional should know both her _______ and her _______. • A. Message; retailers • B. Stock prices; audience • C. Competitors; budget D. • Message; audience
D. • Message; audience
The immediate goal of all advertising is to make exchange happen. • True • False
False
Which of these is not a goal of promotion? • Desire • Awareness • Action • Price cuts
Price cuts
Posts that have a(n) __________ element tend to do well on Instagram • A. Intrinsic • B. Audio • C, Artistic • D, Grayscale
artistic
Which of these marketing methods is the most unique to mobile marketing? • A. Pay-per-click • b. Location-based • C. Display ads • D. Social media
b. Location-based
Which of these is an important characteristic of YouTube? • A. Business to business marketing • b. Video-based search engine • C. Forward-looking • D. 140-character limit
b. Video-based search engine
Which social media platform has the widest customer base? • A. Twitter • B. Facebook • C. LinkedIn • D. YouTube
All promotional tools are equally effective in all promotional situations. • True • False
false
It is common for consumers to go past the first page of their Google search. • True • False
false
Online display advertising is exactly the same as pay-per-click. • True • False
false
Only Gen X and millennial demographics are represented on social media. • True • False
false
Only certain demographics can be reached using Facebook. • True • False
false
Repetition of primary keywords is the only requirement for moving a firm up on Google's search engine rankings. • True • False
false
Small changes in price do not have a very large impact on bottom line profits. • True • False
false
The message put in place by the Sender is always identical to the message received by the Receiver. • True • False
false
The most successful salespeople focus on the beginning aspects of the SPIN method (e.g. Situational and Problem questions). • True • False
false
Transactional selling focuses on the customer relationship. • True • False
false
You do not need to understand margin and markup if you are using value-based pricing. • True • False
false
Marketers tend to spend _________ on out-of-home advertisements compared to other methods. • A, Inconclusive amounts • B. The same • C. Less • D. More
less
Targeting based on "where people have been" is known as: • • A. remarketing • B. Forecasting • C. Market segmenting • D. Coupon rate
marketing
Experts say that off-site is ________ important when compared to on-site SEO. A. • more • B. less • C. equally
more
An effect relationship in supply chains can be represented by vertical supply chains. • True • False
true
It is easier to determine the effectiveness of sales promotions than advertisements. • True • False
true
Mark-up can be greater than 100%. • True • False
true
Public Relations are generally believed more so than advertisements. • True • False
true
SPIN selling is about asking questions of potential customers. • True • False
true
The Communications Triangle encompasses more than just promotional interactions. • • True • False
true
The companies who utilize mobile marketing to its fullest potential are using many platforms in addition to mobile. • True • False
true
Value-based pricing will always be more profitable than cost-based pricing. • True • False
true