marketing final (chapter 8-16)
Which of the following is a disadvantage of using a magazine as an advertising medium? - It consists of low-quality reproduction. - It has low geographic selectivity. - It has low credibility and image. - It involves high costs. - It has a poor pass-along readership.
It involves high costs
In a marketing communications mix, ________ refers to any short-term incentive that encourages the purchase or sale of a product or service. - sales promotion - crowdsourcing - personal selling - advertising - public relations
sales promotion
Which of the following is an example of a firm utilizing public relations as a promotion tool? - A firm using its personal sales force at an expo to sell its products. - A firm using a celebrity to endorse a product in a television commercial. - A firm sending its catalog directly to customers through e-mail. - A firm informing customers of special discounts on its website. - A firm providing interesting information about a product to the news media.
A firm providing interesting information about a product to the news media.
Which of the following statements is true of a product sales force structure? - A product sales force structure is characterized by specialization along product lines. - A product sales force structure organizes the sales force along customer or industry lines. - A product sales force structure requires every salesperson to be an expert in all the product categories of the company. - A product sales force structure is used when a company has only one product line. - A product sales force structure uses a single sales force across different product lines.
A product sales force structure is characterized by specialization along product lines.
Which of the following is true of advertising in the new marketing communications model? - Advertisers are finding traditional media less expensive. - Advertisers are increasingly shifting toward digital media. - Advertisers have replaced print catalogs with digital versions. - Advertisers are spending more on broadcast advertising. - Advertisers are using less targeted media to reach customers.
Advertisers are increasingly shifting toward digital media.
________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. - Sales promotion - Direct Marketing - Personal Selling - Advertising - Public Relations
Advertising
Which of the following is most likely a difference between advertising and sales promotion? - Advertising is a sales-directed form of communication, while sales promotions are endorsed as company news. - Advertising is not as effective in building long-term brand preferences as sales promotions. - Advertising can trigger quick sales, while sales promotions cannot. - Advertising can be used to dramatize product offers, but sales promotion cannot be used for this purpose. - Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived.
Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived.
___________________ is the only element of the marketing mix that produces revenue. - place - profit - product - promotion - price
price
Which of the following are the fastest-growing forms of marketing? - Mass and Targeted - Standardized and Customized - Direct & Digital - Internal and External - Differentiated and Undifferentiated
Direct & Digital
Which of the following is true of the product life cycle (PLC)? - It is generally difficult to forecast the sales level at each PLC stage. - Product forms have longer life cycles than product classes. - All products generally go through all five stages of the PLC. - The PLC concept can be applied to styles but not to fashions and fads. - All products pass through the stages of PLC in the same order.
It is generally difficult to forecast the sales level at each PLC stage.
Which of the following is a shortcoming of advertising? - It can be too customized and only attracts small, niche markets. - It does not allow dramatization of the brand or company. - It is the most costly promotional tool for companies. - It reaches targeted customers too slowly in most cases. - It only provides one-way communication.
It only provides one-way communication.
________ creates a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping. - Omni-channel retailing - Shopper marketing - Test marketing - Online markeeting - Consolidation marketing
Omni-channel retailing
________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed. - Digital catalogs - Online display ads - Printed catalogs - Viral advertisements - Social media sites
Online display ads
Which of the following statements is true of consumer promotions? - They include a wide range of tools like samples, coupons, and refunds. - Their primary objective is to persuade resellers to carry a brand. - They include the use of conventions and trade shows. - They are primarily used to generate business leads and reward customers. - They include the use of display allowances.
They include a wide range of tools like samples, coupons, and refunds.
The salesperson should know how to meet and greet the buyer and get the relationship off to a good start in which step of the selling process? - qualifying - presentation - prospecting - preapproach - approach
approach
Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) ________. - interactive website - direct marketing website - branded community website - promotional website - e-tailing website
branded community website
Conventions, trade shows, and sales contests are types of ________. - business promotions - premiums - trade promotions - point-of-purchase promotions - advertising specialties
business promotions
The stage in which product ideas are presented to groups of target consumers physically or symbolically is referred to as ________. - crowdsourcing - marketing strategy development - concept development - test marketing - concept testing
concept testing
A convenience store ____________________ . - carries a limited line of high-turnover goods for consumer self-service. - stocks narrow product lines that have wide, deep assortments - involves high operation costs due to full-service customer assistance - is a multi-channel food and discount retailer that targets niche markets - markets to segments comprised mostly of white-collar workers.
carries a limited line of high-turnover goods for consumer self-service.
The promotion of products and services through printed material with multiple pages that sell multiple products has been traditionally referred to as ________ marketing. - catalog - telephone - viral - e-mail - television
catalog
Which of the following is a traditional direct marketing tool? - Catalog - Web site - Blog - E-Mail - Online Advertisement
catalog
A(n) ________ is the variable amount in a salesperson's compensation. - salary - incentive - bonus - commission - profit-sharing plan
commission
A ________ contains between 15 and 50 retail stores, including a department or variety store, a supermarket, specialty stores, professional offices, and sometimes a bank. - community shopping center - warehouse club - superstore - neighborhood shopping center - regional shopping mall
community shopping center
Los Amigos, a new Mexican restaurant, has set up shop across the street from Hot Tamales and More. Which of the following pricing strategies will Los Amigos likely use? - break-even - good-value - competition-based - target costing - cost-plus
competition-based
_______________________ uses buyers' perceptions of what a product is worth as the key to pricing. - Cost-plus pricing - Competition-based pricing - Customer value-based pricing - Target return pricing - Psychological pricing
customer value-based pricing
The relationship between the price charged for a product and the resulting demand level can be shown in a(n) ___________________ . - elastic demand slope - inelastic demand slope - supply curve - demand curve - break-even chart
demand curve
Studio 19 is a dance studio geared to adults who want to learn ballroom and Latin dance. When individuals call the studio, they're encouraged to access the website to receive a $25 e-coupon entitling them to a free half hour of dance instruction. Once they become patrons, text messages are sent to share news about featured dance instructors and upcoming special events. Which of the following promotion mix tools does Studio 19 employ to reach target customers? - Personal Selling - Retailing - Public Relations - Crowd-casting - Direct Marketing
direct marketing
Eric Dylan is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Eric targets a selective market of individuals who have recently donated to international charities by sending letters with charity information and donation instructions. Eric uses ________ in this scenario. - direct-mail marketing - kiosk marketing - digital marketing - mass marketing - telephone marketing
direct-mail marketing
AirNetwork, a telecommunications company, sponsors a rock concert by a famous band in order to further its brand visibility. This is an example of a(n) ________. - point-of-purchase promotion - trade promotion - premium - event marketing program - price pack
event marketing program
An off-price retailing operation that is owned and operated by a manufacturer and normally carries the manufacturer's surplus, discontinued, or irregular goods is called a ________. - factory outlet - category killer - specialty store - superstore - warehouse club
factory outlet
Fashions are temporary periods of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity. t or f
false
The business analysis stage is the final step in the new product development process. t or f
false
Mind and Body Fitness recently entered into a financial agreement that allows 25 independent business people at select locations across the country to set up establishments that offer its holistic services and programs. They include weight-management, group programming, sport-specific training, yoga, Pilates, and nutrition. Which type of contractual retail association does this represent? - franchise organization - corporate chain - voluntary chain - independent retailer - retail cooperative
franchise organization
In the ________ stage, a firm most likely faces a trade-off between high market share and high current profit. - introduction - commercialization - maturity - growth - decline
growth
Charging higher prices on an everyday basis, coupled with frequent sales and other price promotions to increase store traffic, create a low-price image, or attract customers who will buy other goods at full prices is referred to as ________ pricing. - high-low - category killer - discount - every day low - predatory
high-low
The new product development process usually starts with ________. - market strategy development - idea screening - idea generation - concept development
idea generation
A 30-minute or longer advertising program on television that markets a single product is called a ________. - infomercial - phishing program - spambot - catalog - podcast
infomercial
Inglast, a chocolate producer, is faced with a class action suit when customers found pieces of plastic in boxes of cocoa powder. Inglast settles the case and then releases an advertising campaign to show the new and improved safety seals on all containers of cocoa powder. Which kind of advertisement has Inglast most likely used? - Classified - Informative - Personalized - Comparative - Reminder
informative
Green Gardens sells gardening and landscaping goods and equipment. The marketing department places an unmanned machine in the store with touchscreen technology to provide product information. Consumers can use this machine to learn about the company's products and services. The company's marketing form is best referred to as ________ marketing. - interactive - telephone - personalized - mobile - kiosk
kiosk
Appliance maker Whirlpool assigns individual teams of salespeople to big retail customers such as Sears, Lowe's, Best Buy, and Home Depot. Each Whirlpool sales team aligns with the large customer's buying team. Whirlpool has most likely adopted a ________ sales force structure. - product - territorial - market - team-based - complex
market
The first generation Apple iPod was introduced in 2001 and sold for $500. The following year a mini version was introduced for $250. Apple initially used a ________________________ strategy to price their digital music innovation. - predatory - deceptive - market-penetration - target costing - market-skimming
market-skimming
GE employs different sales forces within different product and service divisions of its major businesses. For example, within GE Infrastructure, the company has separate sales forces for aviation, energy, transportation, and water processing products and technologies. GE has most likely adopted a ________ sales force structure. - territorial - complex - market - product - customer
product
Under _________________, the market consists of many buyers and sellers trading over a range of prices rather than a single market price. - oligopolistic competition - a pure monopoly - monopolistic competition - a pure monopsony - pure competition
monopolistic competition
Computer World sells laptops separately from accessory products such as docking stations, anti-virus software, and external hard drives. This is referred to as ______________________ pricing. - by-product - optional pricing - market-penetration - product line - a product bundle
optional pricing
Which of the following sets the lower limit for a product's price? - competition - product costs - consumer perception of value - profits - elements of the product mix
product costs
Karen Rogers is a salesperson for Solar Panels Inc. She attends builder trade shows to identify potential customers in an effort to build long-term profitable relationships. Karen Rogers is engaging in which step of the selling process? - prospecting - approach - presentation - preapproach - demonstration
prospecting
________ refers to the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use. - Retailing - Sole sourcing - Manufacturing - Procurement - Warehousing
retailing
Grace and her fiancé visit several furniture stores in and around their hometown of Milwaukee. They use their smartphones to capture information about manufacturers and pricing, and ultimately decide to purchase their favorite items online. This is referred to as ________. - show-rooming - warehousing - wholesaling - retailing - franchising
show-rooming
The ________ style of advertising shows ordinary people clearly using a product in a normal setting. - personality symbol - mood or image - slice of life - technical expertise - testimonial evidence
slice of life
A company's external sources of new product ideas include its ________. - salespeople - managers - engineers - manufacturing staff - suppliers
suppliers
Movie theaters charge matinee pricing during the day and resorts give weekend and seasonal discounts. This is illustrative of a ___________________________ pricing strategy. - value-added - product form - market-penetration - market-skimming - time-based
time-based
Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers are collectively called ________ promotions. - consumer - business - salesforce - point-of-purchase - trade
trade
Vac "N" Sew, a consumer electronics outlet, offers a price reduction of $100 when customers bring is a used vacuum cleaner or sewing machine. This is an example of _______________. - seasonal discount - cash discount - functional discount - by-product allowance - trade-in allowance
trade-in allowance
The moral of the product life cycle is that companies must continually innovate; otherwise, they risk extinction. t or f
true
When a company decides to go international with a product, it must first figure out what products and services to introduce and in which countries. t or f
true
The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace. - develop retail transaction sites - expand their outside sales forces - use omni-channel retailing - adopt direct-mail marketing - use traditional direct marketing forms
use omni-channel retailing
Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate ________. - direct-mail marketing - display advertising - catalog marketing - viral marketing - contextual advertising
viral marketing
Electronics Storage is a wholesaler that holds inventories, thereby reducing carrying costs and risks for both suppliers and customers. Which channel function does Electronics Storage primarily provide? - warehousing - showrooming - assortment building - financing - transporting
warehousing
A company launching a new product must first decide ________. - how to launch the product - the viability of a global launch - the sample size of the market - the budget for print advertising - when to launch the product
when to launch the product
________ includes all the activities involved in selling goods and services to those buying them for resale or business use. - Wholesaling - Sole sourcing - Franchising - Crowdsourcing - Show-rooming
wholesaling
