Mrk. Exam 3

According to your text, all of the following are factors that companies must consider in choosing a transportation mode except

Ability to store the product until shipment

Nonpersonal promotional communication about goods, services, or ideas that is paid for by the firm identified in the communication is referred to as

Advertising

A set of three or more companies directly linked by one or more of the upstream and downstream flows of products, services, finances, and information from a source to a customer is referred to as

A supply chain

At a local fair, Ford hosted a booth and brought several models of its car for customers to sit in and look at up close Customers were then encouraged to fill out a comment card letting Ford know what their favorite model car was. At the end of the fair, one comment card would be chosen by the company and that person would win the car of their choice

A sweepstakes

Intermediaries through which the flow of products travels are called

Distribution channels

Which websites usability attribute addresses how quickly users can preform tasks once they have learned the designs

Efficiency

A company that practices disinter-mediation is doing which of the following

Eliminating intermediaries in the delivery of its products to consumers

As a sales promotion tactic, why do marketers prefer using rebates

Because customers often fail to redeem them

One of the most commonly used pricing tactics, markup pricing, is also referred to as

Cost-plus pricing

What is the most common type of sales promotion

Coupons

Whatever the social media metrics an organization tracks, the ultimate criteria is to

Demonstrate a positive ROI for the brand on its social media investment

What location-based technology uses small sensors to send messages to smartphone user who enter a nearby, defined geographic area

Geo-fencing

In development phase of website design, which is the first page that is typically created

Home page

The transmission of data, voice, and video via any wireless-enabled computing device, without a fixed physical connection, is a technology known as

Mobile computing

As a pricing tactic, markup pricing is

Not very effective a maximizing

A pricing tactic in which a firm prices products a few cents below the next dollar amount is called

Odd pricing

What is the major disadvantage of publicity as a promotion mix tool

There is less control over how the information is presented

One of the most important concepts in marketing is the price, elasticity of demand, which is the

Percentage change in quantity demanded in response to a percentage change in price

The two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customer's purchase decision is referred to as

Personal selling

What type of advertising attempts to increase demand for an existing product

Persuasive

If luxury brands such as Versace clothing, Lexus automobiles, and Dom Perignon champagne wanted to promote an image of superior quality and exclusivity to customers, they would most likely use which pricing tactic?

Prestige pricing

A measure of price sensitivity that gives the percentage change in quantity demanded in response to a percentage change in price is known as

Price elasticity of demand

The degree to which the price of a product affects consumers purchasing behavior is referred to as

Price sensitivity

The amount a product sells for above the total cost of the product itself is called

Profit margin

All the activities that communicate the value of a product and persuade customers to buy it is referred to as

Promotion

The goal of an integrated marketing communications strategy is to coordinate the various promotion mix elements to

Provide consumers with a clear and consistent message about the firm's products

If demand is unstable, as it often is in the introductory and growth stages of the product life cycle, it might be best for a firm to use a

Pull strategy

A supply chain strategy in which a company builds goods based on a sales forecast, puts those goods into storage, and wants for a customer to order the product is called a

Push strategy

A company that forecasts sales, builds an inventory based on the forecast,holds the components in inventory until a customer order is received and then finalizes the product based on the order is using a

Push-pull strategy

According to the book, ______ transportation is classified as moderate speed and service, with high capacity

Rail

The measure of the total audience size for a given platform is determined by which metric

Reach

A commitment to adopting a lifestyle that meets the needs of the present without compromising the ability of future generations to meet their own need is referred to as

Sustainability

High cost is the biggest disadvantage to which form of advertising

Television

What is marginal revenue

The change in total revenue that results from selling one additional unit of product.

A company that outsources some or all of its logistics activities to other companies is engaged in

Third-party logistics

In website design, much of the work during the development phase is managed

Through a content management system

Search engines have two major functions: to provide search users with a ranked list of the website they've determined are the most relevant, and

To build an index of all web content

The almost instantaneous transfer of information from one company's computer to another that allows ERP systems to communicate with the information technology systems of other companies is done through

an electronic data interchange

Since consumers have the tendency to compare prices on almost everything they buy, marketers should attempt to capitalize on this tendency when setting prices by determining the price consumers will consider fair and reasonable for a product. This is known as the

reference price

The three primary objectives of an advertising campaign are

to inform, to persuade, to remind

The process of identifying and assessing what is being said about a company, individual, product, or brand on the internet is referred to as

Social media monitoring

According to your text, one of the most common mistakes in modern pricing is

Charging someone less than they are willing to pay

Billboards, skywriting, and ads on the sides of buses are all forms of

Outdoor advertising

Sunny Pines campground, located in the Midwest, promotes the months of September and October as its value camping months. During this time, it offers reduced rates on camper rentals and campgrounds. It does this, in part, because the weather is not as favorable for camping at this time. The pricing tactic Sunny Pines is using to encourage camping during these months is most likely

Seasonal discounts

The price strategy of unbundling involves

Separating out the individual goods that make up a product and pricing each one individually

Which social media metric helps marketers to evaluate how conversations about one brand compare with conversations about its competitors

Share of voice

What is inter-modal transportation

Using several types of transportation for the same shipment

A company that has many computers connected to the internet in order to help others make their websites accessible is referred to as an

Web host

Which of the following is true regarding the use of domain names

it helps if a company's domain name is the same as its brand

One advantage to using magazines as an advertising medium is

its ability to target specific audiences