Marketing Final
Which of the following statements is true of direct marketing?
Direct marketing offers sellers a low-cost alternative for reaching their markets.
Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.
online community
Which of the following is a specialized and highly targeted media that an advertiser might use to reach smaller customer segments?
online social networks
________ is defined as analyzing, planning, implementing, and controlling sales force activities.
Sales force management
________ consists of strong short-term incentives that invite and reward quick responses from customers.
Sales promotion
Which of the following is true about the sales force of a company?
Salespeople represent customers to the company and manage the buyer-seller relationship.
________ are offers of a trial amount of a product.
Samples
Deceptive practices fall into three groups: pricing, promotion, and ________.
packaging
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
advertising
Brands in a market with many competitors and high advertising clutter must ________.
be advertised more heavily to be noticed in the marketplace
Competitive parity and task methods are considered when making decisions about ________.
budget
Which of the following is a geographic factor that a company should consider before deciding to enter into a new country?
climate
Most companies will compete with ________ rather than ________.
close competitors; distant competitors
Gaining ________ requires delivering more value and satisfaction to target consumers than competitors do.
competitive advantage
The first step in initiating competitive marketing strategies is to ________.
conduct competitor analysis
A ________ calls for consumers to submit an entry to be judged by a panel that will select the best entries.
contest
In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?
corporate identity materials
A(n) ________ is an organized collection of comprehensive data about individual purchasers or prospects.
customer database
An analysis conducted to determine what benefits target customers value and how they rate the relative value of various competitors' offers is known as ________.
customer value analysis
Which of the following major decisions should be taken by a company immediately after it decides to operate internationally?
deciding which markets to enter
Amazon.com, eBay, and GEICO approach customers via Web sites or mobile apps. This is an example of ________.
direct marketing
Which of the following is an advantage of using digital catalogs?
eliminates printing and mailing costs
Critics point out that in the stationery industry, a pen that costs fifty cents to make costs the consumer $10 to buy. This is an example of ________.
excessive markups
The two key economic factors reflecting a country's attractiveness as a market are its industrial structure and its ________.
income distribution
Which of the following is a type of joint venturing?
licensing
Companies can identify competitors from a(n) ________ point of view by defining competitors as companies that are trying to satisfy the same customer need or build relationships with the same customer group.
market
The decisions about reach, frequency, and impact of an advertisement fall into the category of ________ decisions.
media
Which of the following terms best represents the communication channel which a company uses to move its advertising messages from sender to receiver?
media
Sears and Holiday Inn encountered difficult times because they did not stand out as the lowest in cost, highest in perceived value, or best in serving some market segment. Both companies are ________.
middle-of the roaders
The ________ is specifically focused on the future welfare of consumers.
??????
A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this communications mix?
the promotion mix
Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.
the same message, look, and feel
Which of the following helps companies in setting sales force size?
workload approach
Critics have accused some producers of practicing ________ by using materials and components that will break, wear, rust, or rot sooner than they should.
planned obsolescence
All of the following are forms of direct marketing EXCEPT ________.
point-of-purchase promotion
Which of the following promotion tools involves building up a positive corporate image and handling unfavorable stories and events?
public relations
A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.
rational
An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.
remind
Which of the following terms refers to a tax levied by a foreign government against certain imported products?
tariff
Craigslist.com and eBay are popular market spaces that facilitate the online exchange of goods and information in the form of ________ online marketing.
C-to-C
________ involves persuading people to buy goods they had no thought of buying.
High-pressure selling
Which of the following is true with regard to personal selling?
Personal selling entails personal presentations by a firm's sales force for the purpose of making sales and building customer relationships.
________ calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.
Sustainable marketing
Which of the following characterizes U.S. companies in the past?
The home market was much safer than the foreign market.
The ________ was established to replace GATT in 1995 and now oversees the original GATT provisions.
WTO
Stahl Inc. has 1,000 Type-A accounts, each requiring 30 calls per year, and 3,000 Type-B accounts, each requiring 10 calls per year. If each salesperson at Stahl Inc. can make 1,500 sales calls per year, how many salespeople would be needed to meet the total workload?
40
A ________ firm is one that, by operating in more than one country, gains marketing, production, research and development, and financial advantages that are not available to purely domestic competitors.
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Dell produces and delivers PCs of competitive quality at lower costs. The company constantly aims to achieve low production and distribution costs to win a large market share. Dell utilizes a(n) ________ strategy very effectively.
????????
________ refers to the standard that establishes the amount each salesperson should sell and how sales should be divided among the company's products.
A sales quota
In the context of identifying competitors' strategies, the more that one firm's strategy resembles another firm's strategy, the more likely the two firms are to ________.
compete
Demographic characteristics, geographic characteristics, economic factors, sociocultural factors, and political and legal factors all help a company ________.
determine a market's potential
If a company ________, it should adopt a product sales force structure, in which the sales force specializes along product lines.
has numerous and complex products
A(n) ________ is a limit on the amount of goods that an importing country will accept in certain product categories.
quota
You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?
reach
