Marketing Exam 2

Which of the following is an example of horizontal channel conflict

A ford dealer complaining that another ford dealer is advertising in their territory

Nations have too little hard currency to pay for their purchases from other countries will often use which method of international trade

Barter

Netflix recruits "grammasters," influencers who have large instagram followings. They travel around the world taking photos and creating videos. This is an example of using ______ as a personal communication channel

Buzz marketing

Which of the following statements regarding marketing channel design is correct?

Channel alternatives should be evaluated against economic, control, and adaptability criteria

Which of the following statements is correct in regarding the functions channel members perform?

Channel members create greater efficiencies than manufacturers could achieve on their own

Why should companies use mobile marketing responsibly?

Companies risk angering already ad-weary consumers

One reason there is a need for integrated marketing communications is that________

Consumers dont distinguish between content sources the way marketers do

What is the first step in the marketing research process

Define the problem

What is the first decision made in sales-force management

Designing sales force strategy and structure

Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships

Direct and digital marketin

________involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationship

Direct and digital marketing

Direct mail is well suited for which of the following

Direct, one to one communications

Which of the following statements about the global marketplace is correct

Domestic firms need to be internationalize to take advantage of growing markets throughout the world.

__________ is a practice whereby a producer agrees to sell a brand to a dealer only if the dealer agrees to sell some or all of the rest of its line.

Full-line forcing

Tiffany and Neiman Marcus are classified as _______ retaliers

Full-service

Which of the following statements regarding green retailing is correct?

Green retailing initiatives extend to helping consumers be more environmentally

Much of pinterests success is due to how they used marketing information to_________

Identify a unique customer insight

Which of the following is true regarding the price-demand relationship

If demand is elastic, sellers will consider lowering their price

Which of the following statements does not apply to the description of prices

In recent decades price factors have gained increasing importance

Which of the following statements regarding customer value- based pricing is correct

In using this strategy, companies often find it hard to measure the value customers attach to their product

ford offers a wide variety of cars that range from around $14000 to more than $54000. This reflects which economic factor

Income distribution

What are the two economic factors that reflect a country's attractiveness as a market?

Industrial structure and income distribution

Which of the following correctly identifies what direct and digital marketing offer sellers

Inexpensive, efficient, and fast

Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing tool

Kisok

MIS begins and ends with information users. Which of the following statements is not an advantage of MIS?

MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies

The________consists of larger societal forces that affect how a company engages and serves its customers

Macroenvironment

Which of the following statements discussing big data is not true?

Marketers can access and easily sift through the data once its available

To learn more about the relationships and patterns contained in the vast amounts of data they collect, marketers use____________

Marketing analytics

_______Have shifted the balance of power between retailers and producers

Megaretailers

_________are the largest single group of wholesalers

Merchant wholesalers

​Geographically, many Americans have been moving to small cities located beyond congested metropolitan​ areas, such as​ Minot, North​ Dakota; Boone, North​ Carolina; Traverse​ City, Michigan; and​ Concord, New Hampshire. These small cities are called​ __________.

Micropolitan areas

The "echo boomers" is another name for__________

Millennials

Which of the following statements about big data is corret

One result of big data is that marketing managers are often overloaded with information

Which of the following statements about major retail trends is true

Online buying is growing at a much brisker pace than retail buying as a whole

Despite its potential strengths, public relations are occasionally described as a marketing stepchild because of all the following except______

PR practitioners consider their job as simply communication

which promotional budgeting method wrongly views sales as the cause of promotion rather than as the result

Percentage of sales

______is a type of identity theft that uses deceptive emails and fraudulent online sales

Phishing

Which of the following statements does not describe price

Price is the only element in the marketing mix that represents costs.

In making products and services available to consumers, channel members add value. Key functions performed by the marketing channels include all of the following except_____

Pricing

Dunkin Donuts has added menu items that meet the unique taste buds of customers in local markets, for example, mango pudding donuts in China, This represents which global product strategy?

Product adaptation

Retailers must decide on which three major product variables

Product assortment, service mix, and store atmosphere

The first step in the personal selling process is_________

Prospecting

Which of the following is not a step in an effective sales management process

Prospecting

In which type of market does no buyer or seller have much impact on setting the going market price

Pure competition

Under _______, the market consists of many buyers and sellers trading in a uniform commodity

Pure competition

________advertising is more suitable for mature products

Reminder

______are distribution channel firms that help the company find customers or make sales for them

Resellers

Which of the follwoing correclty lists marketing intermediaries

Resellers, physical distribution firms, marketing services agencies, and financial intermediaries.

__________is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service

Sales promotion

in_____pricing, the company sells a product or service at two or more prices, even though the differences in prices is not based on differences in costs

Segmented

Which of the following statements regarding segmented pricing is correct?

Segmented pricing practices can cause consumer resentment

Firms producing consumer electronics, furniture, and home appliance brands typically distribute their products______

Selectively

What is target costing?

Setting a price and then setting costs that will insure that the price is met

Which of the following is a challenge to marketers regarding their use of social media?

Social networks are largely user controlled

According to the text, what is the fastest-growing sales trend today

Social selling

_________reverses the usual process of first designing a new product, determining its costs, and then asking "can we sell it for that?"

Target costing

During a sales presentation, which of the following would best fit a relationship marketing approach?

Tell a value story

According to the text, what is the single most important demographic trend in the United States?

The changing age structure of the population

Which method for setting the total promotion budget is the most difficult to use

The objective and task method

Which of the following statements about marketing research in small businesses and nonprofit organizations is correct

The research methods of small businesses and nonprofits are less complex and less costly, but they still must be conducted carefully

Which of the following statements regarding the current demographic enivronment is correct

The us population is rapidly getting older

Which of the following is an advantage to using internal databases for information

They can be accessed quickly and cheaply

What is the simplest way to enter a foreign market

Through exporting

What is the goal of integrated marketing communications

To deliver clear, consistent and compelling company and brand messages

One new technology marketers are adopting is radio frequency identification (rfid). What does this technology do?

Tracks products and customers at various points in the distribution channel

A marketing websites should be easy to use and visually appealing. To be effective, these websites must also be_________

Useful

Luxury automobile manufacturers typically add quality, services, and other features to differentiate their offers and thus support their higher prices. this is an example of_________

Value- added pricing

Companies who passively accept the marketing environment__________

View it as uncontrollable and do not attempt to change it

Which of the following statements about marketing information systems is correct

a good MIS must balance what users would like to have against what they really need and what is feasible to offer

One framework for designing an effective message is the AIDA model. In the AIDA model____________

attention leads to interest, which hopefully leads to desire and then action

Many company websites are now designed to do more than just sell product. These websites, known as_____websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers

brand community

A sales contest is considered a part of ________

business promotion

Companies that make products that must be used along with a main product are using a ________

captive-product pricing

Many marketers today create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as________

content marketing managers

One market entry strategy is ____________, in which the company makes agreements with companies in the foreign market to produce its product or provide its service

contract manufacturing

Which factor sets the ceiling on setting a products price

customers value perceptions

Some companies still treat sales and marketing as separate functions. One effect this can have is to _________

damage customer relationships

Survey research is the approach best suited for gathering________

descriptive research

Business legislation has been enacted for a number of reasons which include all of the following except________

developing a code of ethics

Promotional pricing tactics include___________

discounts, special-event pricing, and limited time offers

IN the content of a message, marketers often use________appeals such as joy,love, humor, fear, and guilt

emotional

A firm normally gets into international marketing by simply shipping out its goods. if its international sales expand, most companies then organize by _________

establishing an export department

Some sellers require that dealers not handle competitors products. This strategy is called________

exclusive dealing

L.L. Bean has turned its flagship store into a full-fledged outdoor adventure center, which is an example of ________

experiential retailing

Companies can allow key customers and value- network members to access account, product, and other data through________

extranets

Defining the problem and research objectives is the _______step in the marketing process

first

You and seven other people are talking with a trained moderator about your feelings and thoughts about a potential new product. For doing this you receive a small payment. You are participating in an________

focus group interview

Which of the following is an objective for trade promotions

getting retailers to carry new items and more inventory

The strategy of _______ means that the firm attempts to offer the right combination of quality and good service at a fair price

good-value pricing

Free trade zones can be described as_________

groups of nations organized to work toward common goals in the regulation of international trade

Which of the following would not be a consideration for decision making in designing the full sales promotion program

how to set it apart from other promotion mix elements

Assume a competitor has cut prices and a company determines they should respond. Effective actions that the company could initiate include________

launch a low price fighter brand

What are the four types of joint venture entry strategies

licensing, contract manufacturing, management contracting, and joint ownership

When apple computer company introduced their Iphone, they priced the new product at $599, sonsiderably higher than either their Ipod or competing cellular phones. Apple computer was pursuing a _________pricing strategy

market skimming

One drawback to viral marketing is that______

marketers cannot control where users pass along the message

One key function of channel members is​ __________, which involves shaping offers to meet the​ buyer's needs, including activities such as​ manufacturing, grading,​ assembling, and packaging.

matching

Which of the following correctly identifies forms of digital direct marketing

online marketing, social media marketing, and mobil marketing

The hottest growth area for the Home Depot in the U.S market has been attributed to _________

online sales

A sizable and growing market of consumers are seeking products such as natural, organic, and nutritional foods, fuel-efficient cars, and alternative medicines. This tried is attributed to which cultural value

peoples views toward nature

Which promotional tool includes presentations, trade shows, and incentive programs

personal selling

Recently, Amazon.com has been accused of________, which is the practice of selling products below cost to harm competitors

predatory pricing

Many personal care companies combine toothpaste with a toothbrush at a reduced price. This is an example of___________pricing

product - bundle

In south korea, Dunkin donuts sells an olive oil and tapioca starch donut, called Chewisty. This is an example of _______strategy

product adaptation

When using the global product strategy of ______ companies create something new to meet the needs of consumers in a given country

product inventions

A soda pop company offers a discount to a grocer. In exchange, the forcer agrees to provide in-store advertising for the soda pop and additional sales-support. This is an example of________

promotional allowances

One important reason that business legislation is enacted is to______

protect consumers from unfair business practices

competitive marketing intelligence uses______data sources

publicly available

Techniques that can be used by sellers for avoiding customers perception for price gouging includes all of the following except________

rationing products to customers

which type of advertising is important for mature, established brands

reminder

The marketing research industry is considering several options for responding to intrusion and privacy issues, which includes all of the following except_____

sharing information widley

Which type of retailer carries narrow product lines with deep assortments withing those lines

specialty stores

Helping salesperson to "work smart" by doing the right things in the right ways is the goal ________, whereas getting them to work hard is the goal of_____

supervision; motivation

L'oreal, a french origin firm, is considered an_________

truly global organization

Many amusement parks charge a daily ticket or season pass charge plus additional fees for food and other inpark features. This is called_________

two-part pricing

What is the digital version of word of mouth marketing

viral marketing

Which of the following is a concern when using optional product pricing

which products to include in the base price and which to offer as options

One major objective of a market-penetration pricing strategy is to______

win a large market share

When companies set their promotion budgets to match competitors outlays they are using the __________ method

Competitive-parity

In _____ the company makes agreements with manufacturers in the foreign market to produce its product or provide its service

Contract manufacturing

The franchise organization is the most common type of______VMS (vertical marketing system)

Contractual

________uses buyers perceptions of value as the key to pricing

Customer Value-based pricing

LL Bean has turned its flagship store and campus in freeport, maine into a full-fledged outdoor adventure center. There, customers can hike, kayak. or go seal watching at nearby Cisco Bay. This is an example of ________

Experiential retailing

What are the four broad characteristics used to classify retail stores?

Service, product lines, price, and organization

Marketing Management must first______ when developing an advertising program

Set advertising objectives

___________involves focusing the entire marketing process toward turning customers into buyers as they approach the point of sale

Shopper marketing

Once the company has set its structure, what is the next strategic decision it faces?

Sizing the sales force

which execution style shows one or more "typical" people using the product in a normal setting

Slice of life

_______and_______ are core PR strengths and that plays well into the use of online, mobile, and social media

Storytelling, engagement

Which of the following statements does not reflect the role of salespersons within a company?

The concept of salesperson-owned loyalty describes the loyalty that salespersons have toward the company

Which of the following statements about public relations is correct?

The lines between advertising and public relations are becoming more and more blurred

The reasons for considering public relations, which has a greater impact at a much lower cost than advertising include_______

The possibility of stories to be picked up by different media

How is price determined using cost- plus pricing

The price is set by adding a standard markup to the cost of the product

Which of the following statements regarding wholesaling is correct

Wholesalers must make decisions regarding their marketing mix

What are the four elements of a compensation plan for salespeople

a fixed amount, a variable amount, expenses, and fringe benefits

John deere does very little promoting of its lawn mowers, garden tractors, and other residential consumer products to final consumers. Instead, John Deeres sales force works with Lowes, the home depot, and other channel members. This is an example of using _______ for promotion

a push strategy

Walmart has a lot of power and exerts strong influence on the suppliers they buy from. This channel power is an example of a__________vertical marketing system

administered

any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is considered _______

adverstising

Market skimming prices are preferred in all of the following conditions except________

an initial low price is set by the comapanies

One of the challenges of social media marketing is that social media________

are largely user controlled

The aim of transaction-oriented marketing is to help salespeople ________

close a specific sale

Regardless of the size of the budget, to succeed, advertising must engage consumers and_______

communicate well

A cluster between 15 and 50 retail stores that usually contains a branch of a department store or variety store, a supermarket, specialty stores, professional offices, and sometimes a bank is a

community shopping center

When a company directly or indirectly compares its brand with one or more other brands in an advertisement, they are using______

comparative advertising

Historically, _________ have lacked leadership and power, often resulting in damaging conflict and poor performance

conventional distribution channels

Logos, stationary, brochures, signs, business cards, buildings, and uniforms are all types of_____

corporate identity materials

What are the two major elements of advertising strategy

creating messages and selecting media

Priceline.com sells its services through____

direct marketing as a supplementary channel

A(n) _________ has no intermediary levels

direct marketing channel

Shortages of certain raw materials is a major trend related to the ________environment

natural

_________retailling refers to the creation of a seamless cross-channel buying experience

omni-channel

Most companies manage their international activities by first____

organizing an export department

Federal legislation on _________ states that sellers must set prices without talking to competitors

price-fixing

a(n) _________ stance by companies toward the marketing environment is preferred over a reactive stance

proactive

Price is the only part of the marketing mix that__________

produces revenue

The length of a channel is determined by_______

the number of intermediary levels

what is media impact

the qualitative value of exposure to a message

Advertising appeals should have three characteristics. These characteristics are ___________

to be meaningful, to be available, and to be distinctive

Which of the following statements is true regarding costs?

Average cost tends to decrease with accumulated production experience

The concept of ________recognizes that providing better customer service and trimming distribution costs require teamwork.

Integrated logistics management

Which of the following statements about personal selling is correct?

Many customers are unable to distinguish the salesperson from the company

Indian government regulation requires foreign retailers in india to buy 30 percent of the merchandise they sell from local small businesses. This obstacle in global marketing is an example of setting ______ by host countries

Nontariff trade barriers

Which of the following statements about advertising is correct?

in addition to business, advertising is used by many types of organizations

Cross functional teamwork within the company, building logistics partnerships, and third party logistics are all important elements of ________

integrated logistics management

As marketers adopt richer but more fragmented media and promotion mixes to reach their diverse markets, they risk creating a communication hodgepodge for consumers. Tor prevent this, companies have adopted the concept of ________

integrated marketing communications

A discount store sells standard merchandise at lower prices. to do this, discount stores accept which of the following two conditions

lower margins and selling higher volume