Principles of Marketing (Exam 1, Exam 4)

A manufacturer using the _________ promotional strategy focuses its promotional efforts on the consumer. A) Reinforcement B) Pull C) Continuous D) Kinetic

B) Pull

Best Buy, Office Depot and Lowe's are all examples of: A) Category killers B) 3PL C) Agent middlemen D) Department stores

A) Category killers

DeBeers sells most of the diamonds it produces to industry. The company controls over 90% market share and has a great deal of power over distributors. DeBeers would be an example of a(an): A) Channel captain B) Agent C) Gatekeeper D) Power broker

A) Channel captain

Like many organization, the American Marketing Association has a formal written guidebook for members in regard to ethical issues. This is called: A) Code of ethics B) FTC guideline C) Federal regulation D) Normative practice

A) Code of ethics

Zales, the jewelry firm, consists of companies ranging from Piercing Pagoda (low end kiosks or small store in malls) to Zales to the high end Bailey, Banks and Biddle located in malls like the Galleria. What characteristic does Zales use to identify the SBU's in the company? A) Consumer income B) Geodemographics C) General value analysis D) Market share

A) Consumer income

Which ethical viewpoint moves from an ego-centric philosphy toward expectations of society? A) Conventional morality B) Transformative C) Primary morality D) Secondary morality

A) Conventional morality

Of the eight critical business processes on which supply chain managers must focus, which process allows companies to prioritize their marketing focus on different consumer groups according to each's long term value to the company? A) Customer Relationship Management B) Product Management C) Returns Management D) Demand Management

A) Customer Relationship Management

Age, race, geographic location and income are all examples of ___________. A) Demographics B) Social psychology C) Ecology D) Psychometrics

A) Demographics

Orborne Books sell books directly to its consumers via presentations in customer's home, book fairs and craft shows. Orborne consultants are engaged in: A) Interpersonal communication B) Social media tactics C) Crowd selling D) Publicity

A) Interpersonal communication

_____ is a set of activities used to implement a management orientation that stresses customer satisfaction. A) Marketing B) Control system C) Customer Management D) Reciprocity

A) Marketing

Which of the following is an example of one of the six types of integration that are sought by firms interested in providing top level service to their customers? A) Material and Service Supplier B) Strategic C) Hierarchical D) Global

A) Material and Service Supplier

Rules people develop as a result of cultural values and norms are called _______? A) Morals B) Socialization C) Mega-trends D) Virtues

A) Morals

Trina is a physical fitness trainer who gets to know her clients and their specific goals. She understands that she is in the _______ processing business. A) People B) Mechanical C) Information D) Mental

A) People

Which of the following is not part of the marketing mix? A) People B) Place C) Price D) Promotion

A) People

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions? A) Personal selling B) Sales Promotion C) Reminder advertising D) All of the above would be effective

A) Personal selling

Transactional channel functions include all of the following except: A) Physically distributing and sorting products B) Explaining product benefits C) Contacting and communicating with prospective buyers D) All of these are transactional functions.

A) Physically distributing and sorting products

Apple is now offering the iPhone for free on contract. this new strategy reflects a change in the ________ part of the marketing mix. A) Price B) Promotion C) Promotion D) Packaging

A) Price

Public information about a company, good or service appearing in the mass media as a news item is called: A) Publicity B) Direct marketing C) Sales promotion D) Advertising

A) Publicity

There are eight critical business processes on which supply chain managers must focus. Which of the following is one of those eight processes? A) Returns management B) Distribution intensity C) Environmental assessments D) Sales promotion activities

A) Returns management

_____ is an extra allotment of inventory that companies sometimes choose to hold in the event that demand spikes or when demand forecast were too low. A) Safety stock B) Demand stock C) Emergency stock D) Cycle stock

A) Safety stock

_____ provides time utility to buyers and sellers and aids manufacturers in managing supply and demand. A) Storage B) Containerization C) Direct Sourcing D) Distribution

A) Storage

By achieving _______ integration across their supply chains, firms can use hardware and software systems to gain the information needed to execute short term and long term plans. A) Technology and Planning B) Functional C) Internal Operational D) Relationship

A) Technology and Planning

Which of the following statements about the societal orientation is false? A) The majority of consumers support environmentally friendly companies and willingly pay more for these products. B) The societal marketing concept is an important refinement of the marketing concept. C) Companies that protect the environment by using all-natural materials in their products are showing a societal marketing concept. D) Marketers cannot deliver all benefits sought by consumers, as these benefits may not be in the long-term best interest of the customers or society.

A) The majority of consumers support environmentally friendly companies and willingly pay more for these products.

All of the following are part of the sequence of "Source, Make, Delivery" except: A) Trade promotion B) Inventory control C) Order processing D) Warehouse and materials handling

A) Trade promotion

A barbershop is an example of a service. A) True B) False

A) True

All of the following are service components that customers use to evaluate SERVQUAL (service quality) except: A) Validity B) Empathy C) Responsiveness D) Assurance

A) Validity

Hasbro hired actress Jamie Lee Curtis as a spokesperson for its products. As part of the campaign, Curtis appeared in various television spots dressed as characters from various Hasbro games, such as Monopoly and Battleship. The goal of the advertising was to promote the games to adults who had played them as children. This promotion was intended to: A) act as reminder advertising B) influence consumer to switch to Hasbro games C) amuse consumers D) persuade non-players of the games to try them

A) act as reminder advertising

According to the AIDA concept, the first step that an advertiser must do is to gain the consumer's A) attention B) attitude alignment C) adoption D) action

A) attention

For communication to be effective A) marketing managers must ensure a proper match between the message being conveyed and the target market's attitudes and ideas. B) marketers should use both interpersonal and mass communication. C) marketing managers must put tactics before strategic decisions regarding promotion. D) advertisements must be general enough to cover all ages and social classes.

A) marketing managers must ensure a proper match between the message being conveyed and the target market's attitudes and ideas.

SAP, the world's largest business software company, has pledged to "put the customer at the center" of their universe. SAP has captured the idea of: A) the marketing concept B) the 80/20 rule C) Mazlow's Hierarchy of Needs D) None of the above answers are correct.

A) the marketing concept

The Go Animate website (from Homework 4) would be what part of the communication process? A) Sender B) Channel C) Noise D) Message Decoder

B) Channel

People who love to fish prefer American Magic Lures that are cut from ash or cedar and then handpainted. Advertising for American Magic Lures emphasizes how its lures, unlike others, are hand crafted. This is it's A) Sales promotion theme B) Competitive advantage C) AIDA dashboard D) Publicity objective

B) Competitive advantage

Marketing channels make distribution simpler by reducing the number of transactions required to get the products from manufacturers to consumers. This is called: A) Forward integration B) Contact efficiency C) Sorting D) Reciprocity

B) Contact efficiency

Which of the following statements about specialty stores is true? A) Specialty stores find it easy to compete on price with the big-box stores. B) Customers of specialty stores usually consider price to be secondary. C) Specialty stores are ineffective test markets D) All of the above are true statements.

B) Customers of specialty stores usually consider price to be secondary.

When Rick purchased concert tickets to Banita Creek Hall online, it was an example of ______ . A) Mass customization B) Electronic distribution C) Aggregated marketing D) One way sourcing

B) Electronic distribution

Companies that use supply chain management typically rely on only a push promotional strategy. A) True B) False

B) False

Consider a scenario where there are five manufacturers, no middlemen and four consumers. Twenty transactions would be required for each consumer to receive an item from each manufacturer. The introduction of one middlemen into the channel would reduce the required number of transactions to four. A) True B) False

B) False

Green marketing is the marketing of St. Patrick's Day. A) True B) False

B) False

Social change is perhaps the easiest external variable for marketing managers to forecast, influence or integrate into corporate strategy. A) True B) False

B) False

The marketing mix is also known as the 5 P's. A) True B) False

B) False

What type of retail establishment is owned and operated by an individual but is licensed by larger supporting organization? A) Secondary retailer B) Franchise C) Cooperative D) Chain store

B) Franchise

What are the four basic tasks of promotion? A) Reminding, remixing, repeating and re-using B) Informing, persuading, reminding and connecting C) Informing, providing, convincing and reminding D) Persuading, implementing, reminding and analyzing

B) Informing, persuading, reminding and connecting

Which unique characteristic of services mean that the consumer must be present during the process of production? A) Connectivity B) Inseparability C) Manufacturing D) Diffusion

B) Inseparability

________ is the careful coordination of all promotional activities to product a unified message to consumers. A) Marketing dashboard campaigns B) Integrated marketing communications C) Relationship marketing D) Sustainable competitive advantage

B) Integrated marketing communications

Gatorade would be an example of a product that would use a(an) _________ type of distribution strategy. A) Selective B) Intensive C) Demand D) Controlled

B) Intensive

Customers can purchase Hewlett Packard computers from retail stores like Best Buy, online from Hewlett Packard, and through catalogs. HP is using a ________ distribution strategy. A) Exclusive B) Multiple C) Niche D) Aggregrated

B) Multiple

In which component of the supply chain will you find EDI a common feature? A) Transportation B) Order processing C) Production Scheduling D) It is common in all of the above.

B) Order processing

Kraft introduced Philadelphia Ready To Eat Cheesecake Filling for those who did not have time to make cheesecake in the traditional manner. This is an example of a/an ________ strategy. A) Diversification B) Product development C) Opportunity analysis D) Market penetration

B) Product development

An ad in a trade magazine targeted toward veterinarians urges them to prescribe Hepato to cats and dogs with damaged livers. This ad placed by the manufacturer of Hepato is an example of a/an ______ strategy. A) Inertia B) Push C) CPM D) Kinetic

B) Push

The major advantage of pipelines over other modes of transportation is: A) Points served B) Reliability C) Flexibility D) Speed

B) Reliability

A ________ is a characteristic that can be easily assessed prior to purchase, such as the softness of a mattress or the color of a couch. A) Credence quality B) Search quality C) Intangible quality D) Mixed branding features

B) Search quality

Shopping goods and some specialty products that consumers are willing to search for are sold this way: ______ distribution. A) PLC B) Selective C) Intensive D) Controlled

B) Selective

The consistency and reliability of a service can be increased by A) Eliminating credence quality B) Standardization and training C) Making sure that consumers are present during the production D) Raising prices

B) Standardization and training

__________ coordinates and integrates all activities performed by channel members into a seamless process, from manufacturer to end consumer. A) Channel Power B) Supply Chain Management C) Physical Distribution D) Materials Handling

B) Supply Chain Management

Colorific began competing with Crayola coloring products. At the beginning of the school year, the ______ for Colorific consists of back-to-school shoppers. A) Buying center B) Target market C) VALS D) Demographics

B) Target market

The mode of transportation that provides the most accessibility is: A) Pipelines B) Truck C) Railroad D) Air freight

B) Truck

Horizontal channel conflict occurs most often when manufacturers practice A) contact efficiency B) dual or multiple distribution C) VMI D) trade loading

B) dual or multiple distribution

Informative promotion is generally used: A) when memory stimulus is needed B) during the early stages of the product life cycle C) when the brand name is well known to consumer D) All of the above are reasons informative promotion is used.

B) during the early stages of the product life cycle

Non profit organizations face an unique challenge because the target market of those organizations is often A) the community where it is located B) either apathetic or strongly opposed individuals C) a paid administrator D) government

B) either apathetic or strongly opposed individuals

Caterpillar, the manufacturer of tractors and other earth-moving equipment, has an extremely high market share which means customer seek the dealers out regardless of where they are. From this information you can surmise that Caterpillar uses _______ distribution. A) selective B) exclusive C) geographic D) premium

B) exclusive

The goal of inventory management is to: A) integrate JIT to reduce theft and damage B) minimize inventory levels while maintaining an adequate supply of goods to meet consumer demand C) maximize inventory levels to prevent stockouts D) determine order time and quantity

B) minimize inventory levels while maintaining an adequate supply of goods to meet consumer demand

The promotional mix elements that should be emphasized in the growth stage of the product life cycle for consumer products are: A) PR and reminder advertising B) personal selling and persuasive advertising C) sales promotion and personal selling D) trade promotion and PR

B) personal selling and persuasive advertising

Companies that rely on the marketing concept and that have implemented a market orientation strategy recognize that A) price is the most important variable for the consumer given today's economy B) what the customer thinks he or she is buying is what is important C) a company must apply scientific management techniques to survive. D) sales depend mostly on an aggressive sales force and promotions

B) what the customer thinks he or she is buying is what is important

Mattress Firm, whose CEO is an SFA alumni, raises money for Pancreatic Cancer Research. This is an example of: A) Sustainability B) Green marketing C) Cause related marketing D) Marketing concept

C) Cause related marketing

When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In the communication process, the in-game advertising by Castrol would be considered what in the communication process? A) Decoder B) Encoder C) Channel D) Noise

C) Channel

The capacity of a particular marketing channel member to influence or control the behavior of other channel members is known as: A) Channel weight B) Channel control C) Channel power D) Channel dominance

C) Channel power

The ad for Don Francisco's Ground Coffee simple states "The highest quality coffee doesn't have to be the most expensive". This is an example of how a product communicates its ________ with promotion. A) Research objective B) Marketing mix C) Competitive advantage D) CRM strategy

C) Competitive advantage

The ________ of a service most clearly reveals the relationship between its target market strategy and its distribution strategy. A) Location B) Number of outlets C) Convenience D) Promotion

C) Convenience

All of the following are benefits of supply chain management except: A) Increased supply chain flexibility B) Reduced supply chain costs C) Decreased cash flow D) Improved customer service

C) Decreased cash flow

Vutek manufacturers printing machines used to print high resoluting graphics for billboards, bus cards, banners and posters. For distribution you would expect Vutek to use a: A) VMS or vertical marketing system B) Franchise owners C) Direct channel D) Network of brokers

C) Direct channel

_____ are retailers that compete on the basis of low prices, high turnover and high volume. A) Factory outlet B) Mass Merchandiser C) Discount stores D) Specialty stores

C) Discount stores

The maker of Frank's Red Hot Pepper Sauce spent $25,000 making an advertisement to be broadcast to US Southwestern audience. Because it created the ad itself and did not use an advertising agency, Frank's Red Hot Pepper Sauce engaged in: A) Receiving B) Channeling C) Encoding D) Venture modeling

C) Encoding

Ryan watches the advertisement for the new BMW sports car during the football game. Ryan trades-off thirty seconds of his time to be informed and entertained by the advertisement. This is an example of __________. A) Reciprocity B) Synergy C) Exchange D) Leveraging

C) Exchange

"Our continuing mission is to explore new worlds, to seek out new life and new civilizations, to boldly go where no one has gone before" is a good example of a/an ___________. A) Marketing plan B) Business plan C) Mission statement D) Objective

C) Mission statement

_______ is the process of anticipating events and determining strategies to achieve organizational objectives. A) Environmental scanning B) Forecasting C) Planning D) Portfolio evaluation

C) Planning

The Halloween Store is only open from September to November, usually in an otherwise vacant space. This is an example of: A) Flash sale site B) m-commerce C) Pop-up shop D) Temp store

C) Pop-up shop

Which of the marketing mix is most flexible? A) People B) Packaging C) Price D) Place

C) Price

_________ is communication by marketers which informs, persuades and reminds potential buyers of a product in order to influence an opinion or elicit a response. A) Mass Communication Process B) Publicity C) Promotion D) Comparative Advertising

C) Promotion

Because many services involve the process of continual interactions between the service organization and the customer, __________ marketing is an important strategy. A) Affiliation B) Non profit C) Relationship D) Interactive

C) Relationship

Briggs and Stratton is a company that makes small engines. It is looking at customer trends, its competition and the economy to see if there is anything on the horizon that it needs to pay attention to in the next few years. Briggs and Stratton is conducting a/an: A) Short-term marketing plan. B) Market audit C) Situation analysis D) Trend analysis

C) Situation analysis

The major characteristic used to differentiate between types of intermediaries (or middlemen) is whether they A) Raise profit margins for independent middlemen B) Install exchange barriers C) Take title to the goods D) Create specialization of labor

C) Take title to the goods

The three basic functions that channel intermediaries perform are: A) Financing, mediating, storing B) Assorting, accumulating, allocating C) Transactional, logistical, facilitating D) Promoting, distributing, bulk breaking

C) Transactional, logistical, facilitating

Non-traditional channel arrangements: A) tend to make the company's products seem the same as the competition B) usually broaden a brand's coverage C) can give a producer serving a niche market a way to gain market access D) All of the above are true.

C) can give a producer serving a niche market a way to gain market access

The goal of persuasive promotion is to: A) increase brand awareness B) describe available services C) stimulate a purchase or an action D) maintain top of the mind customer awareness

C) stimulate a purchase or an action

The SWOT abbreviation refers to the firm's analysis of its: A) sales, width of product line, observations and technology B) strategies, willingness to change, objectives and trends. C) strengths, weaknesses, opportunities and threats D) situations, wealth, organizational strengths, and target market(s)

C) strengths, weaknesses, opportunities and threats

The sales and marketing orientations differ on all of the following characterstics except: A) The tools to achieve goals B) the firm's business C) the firm's primary goal D) The firm's performance

C) the firm's primary goal

Starbucks Coffee will grow its marketing share by 2% from last year for the United States market. What is missing from this objective? A) SBU analysis B) Tactics C) NAICS code D) Time frame

D) Time frame

Which of the following moves inventory into, within, and out of a warehouse? A) Reverse logistics B) ERP control system C) Freight forwarder D) A materials handling system

D) A materials handling system

The Canadian lobster harvest requires special handling and rapid transportation in order for the product to arrive at the destination alive. The favored transportation mode would be: A) Rail B) Pipeline C) Truck D) Air

D) Air

Social media can be considered which of these media types? A) Owned B) Paid C) Earned D) All of the above

D) All of the above

Within the communication process for a car dealer's ad, which of the following would be an example of noise? A) Presence of other people while ad is being read B) The physical surroundings in which the individual reading the ad is located C) Competing ads D) All of these would be considered noise.

D) All of these would be considered noise.

Red Box, which allows one to rent movies and DVDs, from a kiosk outside stores, such as grocery or drug stores, is an example of: A) Outlets B) Convenience store C) Off price D) Automated vending

D) Automated vending

All of the following are criteria used to choose mode of transportation except: A) Cost B) Reliability C) Transit time D) Diversity

D) Diversity

When Wal-mart decided that the online DVD rental part of its business was not as profitable as it should be and sold their customer list to Netflix, the online rental SBU of Walmart would be considered _______ in the BCG matrix? A) Star B) Problem Child C) Independent D) Dog

D) Dog

Which of the following is NOT a disadvantage a firm using mass communication experiences? A) Inability to access the reaction of the consumer at the time they saw or heard promotion B) Clutter from competitor's promotional campaigns C) Inability to know who is exactly receiving the message D) Great expense on a per person exposed basis

D) Great expense on a per person exposed basis

Kraft Foods created a magazine full of recipes and coupons for customers as well as a website with product, recipe information and QR codes. The goal was to get current customers to purchase more of Kraft's products. These activities are representative of a ______ strategy. A) Diversification B) Market share C) Market exploration D) Market penetration

D) Market penetration

A&E TV uses billboards, advertisements, and transit advertisements to inform television viewers about new episodes of its TV series Longmire. A&E TV uses _________ communication. A) Factual B) Public C) Personal D) Mass

D) Mass

In which component of the supply chain will you find EDI (electronic data interchange) a common feature? A) Production scheduling B) None of these C) Transportation D) Order processing

D) Order processing

In a non profit organization, _______ are often concerned with partially or fully defraying costs rather than achieving a profit. A) Liquidity fees B) Non fiscal costs C) Equity earnings D) Pricing objectives

D) Pricing objectives

Indonesian logging companies harvest the forests for timber and assume that a market exists for their products. This is an example of a/an ______ orientation. A) Sales B) Societal marketing C) Marketing D) Production

D) Production

Which of the following are examples of facilitating functions provided by merchant wholesalers? A) Grading and allocating B) Risk taking and promoting C) Sorting and storing D) Research and financing

D) Research and financing

_____ is defined as all activities directly related to the sale of goods and services to the ultimate consumer for personal, non-business use or consumption. A) Marketing B) Wholesaling C) Franchising D) Retailing

D) Retailing

______ consists of all marketing activities that stimulate consumer purchasing, such as coupons, contests and free samples. A) Advertising B) Personal Selling C) Sponsorships D) Sales Promotion

D) Sales Promotion

Whenever a customer opens an account at First National Bank, the teller asks the customer whether they need a CD, a home loan or other services. In other words, the teller engages in: A) Bait and switch B) Customer relationship retailing C) Push strategy D) Suggestion selling

D) Suggestion selling

A retail operation that has 90,000 sq. ft. of space that houses a florist, a bank, and a cleaners under the same roof as grocery and household items would be called a/an: A) Mass merchandiser B) Membership warehouse club C) Category killer D) Supercenter

D) Supercenter

Peachtree Windows does not make a window until an order is received. It can promise delivery in five working days because of the excellent relationships it has with this suppliers. This partnering relationship Peachtree has with its suppliers indicates the use of: A) Yield management B) Intensive distribution strategy C) Industrial networks D) Supply chain management

D) Supply chain management

A firm that provides functional logistics services to others is called a(an): A) ABC firm B) Channel captain C) Industrial distributor D) Third party logistics firm (3PL)

D) Third party logistics firm (3PL)

Social media include all of the following except: A) blogs B) YouTube C) LinkedIn D) a pop up ad on the ESPN website

D) a pop up ad on the ESPN website

Persuasion normally becomes the primary promotional goal when: A) using perceptual mapping to enter a new market. B) a firm is trying to increase brand awareness. C) selling a highly technical product. D) a product enters the growth stage of the PLC.

D) a product enters the growth stage of the PLC.

A business unit that usually generates more than it needs to maintain market share is called a/an _______ in the portfolio matrix. A) giver B) star C) exclamation point D) cash cow

D) cash cow

Marketing plans should be written to all of the following except: A) allow managers to enter the marketplace with an awareness of possibilities and problems. B) provide clear and stated activities C) compare actual and expected results D) control elements of the external marketing environment

D) control elements of the external marketing environment