marketing final
A marketer that wanted to include detailed information in advertisements would most likely use a. magazines. b. radio. c. mass transit. d. television. e. outdoor displays
a magazines
Globalization of markets requires developing marketing strategies as if the world were one market. Which of the following marketing mix variables is most difficult to standardize for globalization? a. Media allocation b. Product characteristics c. Brand name d. Package e. Labels
a. Media allocation
Managers should be careful to craft sales contests that support _______ as well as motivate salespeople. a. a strong customer orientation b. sales promotion c. a competitive orientation d. new products e. a strong shareholder orientation
a. a strong customer orientation
an advertising platform is the a. basic issue or selling point that an advertiser wishes to include in an advertising campaign. b. broad objectives of the advertising campaign. c. consumer advertising research conducted. d. form in which the basic issues of the campaign should be presented. e. objective of the advertising campaign, stated in precise and measurable terms.
a. basic issue or selling point that an advertiser wishes to include in an advertising campaign.
Marketing channel members are likely to experience misunderstandings, frustration, and poorly coordinated strategies as a result of a. channel conflict caused by inefficient communication between channel members. b. allowing one member of the channel to take the role of channel captain. c. open communication among the channel members. d. methods of channel coordination designed to reduce ambiguity. e. negotiating territorial issues among regional distributors of a product.
a. channel conflict caused by inefficient communication between channel members.
One overlooked internal source of secondary marketing information discussed in the text is a. accounting records. b. consumer surveys. c. sales receipts. d. quality control data. e. interviews with salespeople
a: accounting records
The ____ stage of the personal selling process is when the salesperson asks the prospect to buy the product. a. closing b. trial c. approach d. overcoming objections e. proposal
a: closing
The driving force behind marketing channel decisions should be a. customer satisfaction. b. environmental concerns. c. cost reduction. d. quality. e. convenience.
a: customer satsifaction
If a product is priced based on how many or how few people want it at a particular time and place, ____ pricing is being used. a. demand-based b. differential c. competitive d. markup e. peak
a: demand-based
When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research. a. exploratory b. conclusive c. analytical statistical d. experimental e. descriptive
a: exploratory
when more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research. a. exploratory b. conclusive c. analytical statistical d. experimental e. descriptive
a: exploratory
When an organization sets a number of prices for selected groups of merchandise, this is commonly referred to as a. price lining. b. prestige pricing. c. odd-even pricing. d. customary pricing. e. ethical pricing.
a: price lining
____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market. a. Selective demand promotion b. Cause-related marketing c. Charity-related promotion d. Promotion e. Charitable nonprofit marketing
b. Cause-related marketing
Which type of retailer generally accepts lower margins than traditional retailers in exchange for higher sales volume? a. Department stores b. Direct marketers c. Discount stores d. Warehouse showrooms e. Traditional specialty retailers
c: discount stores
A(n) ____ is a collection of information arranged for easy access and retrieval. a. marketing decision support system b. database c. online information service d. e-mail system e. marketing information system
b: database
For most consumers, there is an assumed relationship between a. internal and external reference prices. b. price and quality. c. value and price consciousness. d. value and cost. e. prestige prices and value
b: price and quality
For most consumers, there is an assumed relationship between a. internal and external reference prices. b. price and quality. c. value and price consciousness. d. value and cost. e. prestige prices and value.
b: price and quality
The major levels of intensity at which a company can choose to distribute its products are ____ distribution. a. cooperative, conflicting, and integrated b. vertical and horizontal c. exclusive, selective, and intensive d. intensive, extensive, and exclusive e. selective, cooperative, and conflicting
c. exclusive, selective, and intensive
Sellers that emphasize distinctive product features to encourage brand preferences among customers, rather than price, are practicing a. brand differentiation. b. product competition. c. nonprice competition. d. price competition. e. competitor differentiation.
c. nonprice competition.
Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising. a. pioneer b. advocacy c. institutional d. product e. organizational
c: institutional
Sellers that emphasize distinctive product features to encourage brand preferences among customers, rather than price, are practicing a. brand differentiation. b. product competition. c. nonprice competition. d. price competition. e. competitor differentiation.
c: nonprice competition
A problem associated with ____ is that consumers can predict when prices will be lowered and delay purchases until that time. a. everyday low pricing b. reference pricing c. periodic discounting d. random discounting e. penetration pricing
c: periodic discounting
____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders. a. Advertising b. Selling c. Public relations d. A press strategy e. Publicity
c: public relations
What type of discount is given to a business purchaser for performing activities such as transporting, storing, and selling? a. Cash b. Service c. Trade d. Quantity e. Geographic
c: trade
Which of the following describes a company hiring a foreign firm to produce a designated volume of its product to specification? a. Licensing b. Exporting c. Direct investment d. Contract manufacturing e. Importing
d. Contract manufacturing
The forces that affect foreign markets may differ dramatically from those affecting domestic markets. This makes a careful ____ a critical part of a successful international marketing strategy. a. social audit b. marketing analysis c. regulatory analysis d. environmental analysis e. political analysis
d. environmental analysis
Selective demand is demand for a a. product category b. new product. c. competitor's product. d. particular brand. e. general type of produc
d. particular brand.
Special interest groups and regulatory bodies are ____ forces that must be taken into account in international marketing. a. social and ethical b. socioeconomic c. economic d. political and legal e. technological
d. political and legal
Before contacting a prospect, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This process is called a. presentation. b. prospecting. c. approaching the customer. d. preapproach. e. follow-up.
d. preapproach.
A product under nonprice competition would most likely NOT succeed in the market if a. it is priced near the competitors' price. b. it is packaged differently from similar products. c. a new advertising campaign is established for it. d. it is easy to duplicate. e. its quality has been upgraded.
d. it is easy to duplicate
Expensive, high-quality products that are purchased infrequently often reach consumers through a. highly-selective distribution. b. sole-source retailers. c. intensive distribution. d. exclusive distribution. e. complex marketing channels.
d: exclusive distribution
Personal selling is used most commonly in the B2B market as well as in the B2C market for a. raw materials. b. mass-market products. c. personal services. d. high-end products. e. low-price products.
d: high end products
A product under nonprice competition would most likely NOT succeed in the market if a. it is priced near the competitors' price. b. it is packaged differently from similar products. c. a new advertising campaign is established for it. d. it is easy to duplicate. e. its quality has been upgraded.
d: it is easy to duplicate
What level of commitment in international marketing may be most attractive when the political and economic stability of a foreign country is questionable? a. Exporting b. Limited exporting c. Joint ventures d. Licensing e. Direct ownership
d: licensing
The two basic types of sampling that marketing researchers use are a. random and nonrandom. b. stratified and quota. c. even and odd. d. probability and nonprobability. e. planned and spontaneous.
d: probability and nonprobability
Maintaining a certain market share, meeting competitors' prices, maintaining a favorable image, and achieving price stability are all associated with a ____ pricing objective. a. market share b. product quality c. profit d. status quo e. survival
d: status quo
To maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied? a. Collecting data b. Reporting findings c. Designing the project d. Interpreting findings e. Locating and defining problems
e. Locating and defining problems
Organizational buyers are especially partial to direct marketing channels when a. they try a new product for the first time. b. a modified rebuy type of decision is involved. c. they buy cheap materials in large quantities. d. they are filling an order for a very important customer. e. expensive and/or complex equipment is involved.
e. expensive and/or complex equipment is involved.
When a customer is considering the purchase of a product in a less-familiar product category, that individual is likely to rely more heavily on a. high value products. b. symbol prices. c. internal reference prices. d. discounted reference prices. e. external reference prices
e. external reference prices.
A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with traditional retailers is a(n) a. strip mall. b. lifestyle shopping center. c. off-price mall. d. neighborhood shopping center. e. factory outlet mall.
e. factory outlet mall.
The use of multiple distribution channels that integrate organizations' brick-and-mortar stores with websites, catalogs, and apps where consumers can research products, read other buyers' reviews, and make actual purchases is known as a. multimedia retailing. b. dual distribution. c. multi-wholesaling. d. dual retailing. e. multichannel retailing.
e. multichannel retailing.
to maintain the control needed to obtain accurate information, marketers approach marketing research as a process. Which of the following steps of that process focuses on uncovering the nature and boundaries of the marketing situation to be studied? a. Collecting data b. Reporting findings c. Designing the project d. Interpreting findings e. Locating and defining problems
e: locating and defining problems
____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders. a. Sales promotion b. Integrated marketing communications c. Stakeholder management d. Personal selling e. Public relations
e: public relations
One overlooked internal source of secondary marketing information discussed in the text is a. accounting records. b. consumer surveys. c. sales receipts. d. quality control data. e. interviews with salespeople
A: accounting records
Brands that are promoted through comparative advertising are most likely to be a. brands that are attempting to compete with market leaders. b. attempting to compete on a nonprice basis. c. competing in a less competitive market. d. primarily services rather than tangible goods. e. market leaders.
a. brands that are attempting to compete with market leaders.
All of the following are key areas of sales force management except a. coordinating sales promotion efforts. b. training sales personnel. c. recruiting salespeople. d. compensating salespeople. e. motivating sales personnel.
a. coordinating sales promotion efforts.
the coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines a. integrated marketing communications. b. kinesic communication. c. communication. d. proxemic communication. e. tactile communication.
a. integrated marketing communications.
Category killers compete primarily on the basis of a. low prices and enormous product availability. b. convenient locations and customer services. c. rock-bottom prices and moderate selections. d. one-stop shopping and product availability. e. enormous product selection and sales expertise.
a. low prices and enormous product availability.
When consumers research products online and then go to an actual store to make their purchase, the practice is known as a. webrooming. b. digital retailing. c. digital merchandising. d. showrooming. e. dual-line retailing.
a. webrooming.
a product is a price leader when a. its price leads the industry in sales. b. its price maximizes profits. c. it is sold at less than cost in the hope that sales of other products will increase. d. it is sold at the highest price. e. an increase or decrease in price leads to increased revenue or lower costs.
c. it is sold at less than cost in the hope that sales of other products will increase.
