Quiz
The massive shift in how and where people buy calls for __________________________. A. massive shifts in pricing strategies B. massive shifts in how store retailers operate C. massive spending increases in advertising and sales promotion D. massive shifts to online-only environments for brick-and-mortar retailers E. massive spending in social media for brick-and-mortar retailers
b
The fastest-growing sales trend today is ______________. A. product selling B. social selling C. inside sales D. outside sales E. team selling
b
Companies such as Breitling watches and Pandora charm bracelets use which of the following types of distribution strategy? A. Franchise B. Intensive C. Selective D. Exclusive E. Direct
d
In place of traditional media, marketers are using __________________________ to engage smaller customer segments with more personalized, interactive content. A. more integrated social media B. increased amounts of public relations, trade shows, special events, and social media C. narrow but highly targeted media D. a broad selection of more specialized and highly targeted media E. less social media and more traditional but targeted media
d
Progressive wholesalers recognize that their only reason for existing is to ____________________. A. provide selling support B. finance retailing transactions C. bear the risk of sales and distribution D. add value E. automate distribution
d
________________________ is the first step in marketing channel design. A. Analyzing consumer needs B. Identifying the types of intermediaries to use C. Setting channel objectives D. Identifying the number of intermediaries to use E. Evaluating major channel alternatives
a
The benefits of direct and digital marketing for buyers are that they are _________. A. convenient, private, and hard to use B. easy, convenient, and private C. easy, convenient, and public D. easy, convenient, and impersonal E. easy, private, and expensive
b
What characteristics are possessed by the best salespeople? A. The best salespeople are highly educated. B. The best salespeople make a sale and then move on. C. The best salespeople are excellent at proposals and quotes. D. The best salespeople are the ones who work closely with customers for mutual gain. E. The best salespeople consistently exceed their sales goals.
d
What event or circumstance has made mobile marketing a must for most brands? A. The decline of traditional marketing forms B. Unlimited consumer data plans C. Widespread use of mobile devices by preteens D. Widespread adoption of mobile devices E. Heavy use of mobile devices in international markets
d
Which of the following describes the activities that play an important role in connecting brands to consumers in the final phases of the buying process? A. Warehousing B. Manufacturing C. Shopper marketing D. Retailing E. Wholesaling
d
At which step in the personal selling process does a salesperson meet the customer for the first time? A. Prospecting B. Presentation C. Preapproach D. Qualifying E. Approach
e
It's time for the Super Bowl, and the end-of-the-aisle displays at the supermarket feature chips, dips, and soft drinks. What type of sales promotion tool is this? A. Point-of-purchase B. Sample C. Allowance D. Premium E. Sponsorship
a
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships? A. Direct and digital marketing B. Personal selling C. Sales promotion D. Public relations E. Advertising
a
Which of the following accurately describes a company's efforts to engage customers, persuasively communicate customer value, and build customer relationships? A. Marketing mix B. Direct and digital marketing mix C. Personal and direct selling mix D. Advertising and public relations mix E. Promotion mix
a
Which of the following makes up the retail marketing mix? A. Product and services assortment, price, promotion, and location B. Product and services assortment, price, promotion, and retail targeting C. Product and services assortment, price, promotion, and retail segmentation D. Product and services assortment, prices, promotion, and store positioning E. Product and services assortment, price, promotion and store differentiation
a
Which of the following recognizes that improved logistics mandates teamwork across the company and the entire supply chain? A. Integrated supply chain management B. Logistics information management C. Just-in-time logistics management D. Electronic data exchange E. Reverse logistics management
a
Which of the following represents a new trend in logistics to save costs, increase efficiencies, and gain faster and more effective access to global markets? A. Outsourcing logistics functions B. Electronic data exchange C. RFID and barcode tracking D. Just-in-time logistics E. Vendor managed inventory
a
Which of the following accurately represents the three characteristics of advertising appeals? A. To be meaningful, to be believable, and to be memorable B. To be meaningful, to be believable, and to be distinctive C. To be meaningful, to be distinctive, and to use persuasive claims D. To be believable, to be distinctive, and to be ethical E. To be meaningful, to be believable, and to generate revenue
b
Which of the following describes layers of intermediaries performing some of the work to bring the product and its ownership closer to the final buyer? A. Supply chains B. Channel levels C. Networking contacts D. Marketing channels E. Value delivery networks
b
One of the primary advantages of marketing logistics is __________________. A. cost savings in inventory management B. potentially high cost savings and improved customer satisfaction C. improved customer satisfaction and faster time to market D. being the solution for maximizing costs and customer satisfaction E. maximizing inbound, outbound, and reverse logistic
b
___________________ advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now. A. Informative B. Comparative C. Persuasive D. Attack E. Reminder
c
Which advertising objective is best suited to maintaining customer relationships and for more mature products? A. Persuasive B. Reminder C. Attack D. Informative E. Humorous
b
Which of the following is TRUE regarding omni-channel buyers? A. They do not shift easily across online and in-store channels. B. They purchase online but tend to purchase more in-store. C. They shift easily across online and in-store channels. D. They prefer the online environment. E. They always shop in-store channels, then order online.
c
Many vital and key functions are performed by marketing channels. Of the following, which is NOT one of those key functions? A. Completion of transactions B. Distribution of persuasive communications C. Fulfillment of completed transactions D. Manufacturing and assembly E. Physical distribution
d
The goal of logistics is to provide a targeted level of service at the least or lowest possible cost. To achieve this goal, which of the following are logistical functional areas? A. Retailing, inventory management, transportation, and logistics information management B. Warehousing, inventory management, retailing, and logistics information management C. Warehousing, inventory management, transportation, and retailing D. Warehousing, inventory management, transportation, and logistics information management E. Inventory management, transportation, shipping, and warehousing
d
_____________________ direct(s) its marketing activities (primarily advertising, consumer promotion, and direct and digital media) toward final consumers to induce them to buy the product. A. A push strategy B. Personal selling C. Product communications D. Integrated communications E. A pull strategy
e
_____________________ software systems enable companies to coordinate their whole-channel marketing efforts. A. Customer relationship management B. Logistics C. Channel management D. Distribution E. Partner relationship management
e
_______________________ entails managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers. A. Distribution networks management B. Business distribution management C. Wholesaling D. Reseller networks E. Supply chain management
e
Which of the following are common trade promotion tools? A. Discounts, free goods, allowances, and free advertising specialty items B. Rebates, discounts, free goods, and allowances C. Discounts, free goods, coupons, and rebates D. Discounts, free goods, allowances, and price packs E. Rebates, samples, coupons, and price packs
a
Which consumer promotion tool is like coupons, except that the price reduction occurs after the purchase rather than at the retail outlet? A. Samples B. Digital coupons C. Contests D. Rebates E. Premiums
d
Which of the following uses promotional tools such as presentations, trade shows, and incentive programs to engage customers, make sales, and build customer relationships? A. Advertising B. Direct and digital marketing C. Sales promotion D. Personal selling E. Public relations
d
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function? A. Investor relations B. Press relations C. Public affairs D. Development E. Lobbying
d
_____________________ is a retailing technique of carefully orchestrating the store's layout and displays, background music, colors, and smells. A. Environmental retailing B. Interior design C. Wholesaling D. Experiential retailing E. Omni-channel retailing
d
_________________________ are the objectives of trade promotions. A. Generating business leads, stimulating purchases, rewarding customers, and motivating salespeople B. Boosting consumer brand involvement and short-term buying C. Urging short-term customer buying and gaining customer loyalty D. Getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space E. Getting more sales force support for current or new products and getting salespeople to sign up new accounts
d
Personal selling can be more effective than advertising in complex selling situations because it is ______________________________. A. less engaging than advertising B. nonpersonal C. only used for face-to-face customer interactions D. designed to reach large groups of consumers E. interpersonal
e
Channels often involve long-term commitments, and companies have many alternatives. What type of criteria should be used if the company wants to keep the channel flexible so that it can respond to environmental changes? A. Adaptability criteria B. Control criteria C. Sales criteria D. Investment criteria E. Profitability criteria
a
Focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale is known as ______________________. A. shopper marketing B. retailing C. internal marketing D. showrooming E. warehousing
a
In which of the following does a producer direct marketing activities (primarily personal selling and trade promotion) toward channel members? A. A push strategy B. A personal selling strategy C. Product communications D. A pull strategy E. Integrated communications
a
Most companies today want their salespeople to _______, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company. A. practice value selling B. use a transaction-oriented sales approach C. capture short-term business D. close sales E. cut prices to make the sale
a
One consumer promotion tool is _______, which are goods offered either free or at low cost as an incentive to buy a product. A. premiums B. coupons C. point-of-purchase promotions D. rebates E. advertising specialties
a
Sherwin-Williams sells its paint and other branded products exclusively through company-owned retail stores. Sherwin-Williams has established a(n) _________. A. corporate VMS B. administered VMS C. conventional distribution channel D. contractual VMS E. vertical marketing system
a
The first decision a manager must make in sales force management is _______________. A. designing sales force strategy and structure B. sales training C. sales force compensation D. evaluation of salespeople E. recruitment and selection processes for salespeople
a
What are the two major elements in developing advertising strategy? A. Creating advertising messages and selecting advertising media B. Determining the target audience and selecting advertising media C. Determining the advertising budget and determining ROI D. Creating advertising messages and setting the advertising budget E. Creating advertising messages and selecting advertising agencies
a
When the company has defined its channel objectives, it should next identify its major channel alternatives in terms of the types of intermediaries, the number of intermediaries, and __________________. A. the responsibilities of channel members B. economic criteria C. whether to use intensive or exclusive distribution D. the profitability of the channel E. consumer needs
a
The Great Recession of 2008-2009 had a profound effect on the economy and consumers. Of the following, which represents one of the major consumer trends resulting from the Great Recession? A. It forced consumers to become omni-channel shoppers. B. It restricted retail expansion domestically and internationally. C. It created a trend away from consumer spending on well-known brands. D. It turned brick-and-mortar retailers into Internet-only retailers. E. It turned free-spending consumers into value-seeking ones.
e
Which of the following retail trends is making differentiation more difficult? A. Retail convergence B. Omni-channel retailing C. Value-seeking consumers D. Retail global expansion E. The demise of brick-and-mortar retail
a
The goal of integrated marketing communications is to __________________________________. A. have different media carry different messages about a brand in an integrated way B. lower overall marketing expenditures while delivering increased results C. maximize return on investment with increased revenue across all brands D. integrate communications via online and mobile technologies at a lower cost per impression E. deliver clear, consistent, and compelling messages about the organization and its brands
e
What is the final step in the seven-step personal selling process? A. Presentation B. Qualifying C. Closing D. Prospecting E. Follow-up
e
What is the overall goal when retailers choose their product assortment? A. Offer products that will appeal to as many segments as possible B. Offer the same products as their competitors C. Only choose products that will maximize profits D. Offer as many products as they can fit on the shelves E. Differentiate the retailer while matching target shoppers' expectations
e
Which of the following are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople? A. Consumer promotions B. Clutter promotions C. Sales force promotions D. Trade promotions E. Business promotions
e
Which of the following statements about wholesaling is true? A. Wholesalers do not need to differentiate themselves. B. Wholesalers do not need to segment their markets. C. Wholesalers do not make positioning decisions. D. Wholesalers do not need to define a target market. E. Wholesalers must make decisions regarding their marketing mix.
e
___________________is used to build and maintain national or local community relationships and is one of the functions of public relations. A. Public affairs B. Investor relations C. Lobbying D. Development E. Press relations
a
Which of the following represents the four major classifications of retail organizations? A. Corporate chains, voluntary chains, retailer cooperatives, and franchise organizations B. Corporate chains, voluntary chains, wholesalers, and franchise organizations C. Discount stores, service retailers, superstores, and supermarkets D. Corporate chains, voluntary chains, retailer cooperatives, and wholesalers E. Corporate chains, wholesalers, superstores, and franchise organizations
a
Which of the following statements about personal selling is correct? A. Salespeople are often the only direct contact with a customer. B. Personal selling is a fairly new profession. C. Salespeople represent the company to customers, but they do not represent customers to the company. D. Personal selling is the nonpersonal arm of the promotional mix. E. The role of personal selling is very consistent from company to company.
a
Which of the following statements about public relations is correct? A. The lines between advertising and public relations are becoming more blurred. B. The impact of public relations on public awareness comes at a much higher cost than advertising. C. Trade associations do not use public relations. D. Public relations is only used to promote products. E. Public relations cannot be used to engage consumers.
a
Which of the following statements about sales promotions is correct? A. The heavy use of sales promotions has resulted in promotion clutter. B. Companies that use sales promotions usually do not use any other promotional mix tools. C. Sales promotions offer long-term incentives to buy a product. D. Sales promotions are only offered to consumers. E. The use of sales promotions has declined in recent years.
a
Which of the following statements is correct regarding sellers and their use of direct and digital marketing? A. Sellers have opportunities to engage in real-time marketing. B. For sellers, direct and digital marketing are inflexible. C. For sellers, using direct and digital marketing is expensive. D. For sellers, direct and digital marketing are very inefficient. E. Sellers using direct and digital marketing cannot ask questions and solicit feedback from customers.
a
Which of the statements is TRUE regarding media and message decisions? A. Media and message decisions should be closely coordinated. B. Media and message decisions have no impact on results. C. Message decisions are now more important than media decisions. D. Media and message decisions have no relationship to budgeting. E. Media and message decisions are independent of each other.
a
A discount store (for example, Target, Kohl's, or Walmart) sells standard merchandise at lower prices. To do this, discount stores accept which of the following two conditions? A. Higher sales volume and inefficient operations B. Lower margins and higher sales volume C. Lower margins and lower sales volume D. Higher margins and lower sales volume E. Operating at a loss and higher sales volume
b
After recruiting and selecting salespeople, what is the next major step in sales force management? A. Supervising salespeople B. Training salespeople C. Designing sales force strategy and structure D. Evaluating salespeople E. Compensating salespeople
b
Catalogs, online and social media, and mobile marketing are some of the specific promotional tools used in _________________________. A. sales presentations B. direct and digital marketing C. sales promotion D. public relations E. personal selling
b
Hotels and motels, banks, airlines, restaurants, colleges, hospitals, movie theaters, tennis clubs, bowling alleys, repair services, hair salons, and dry cleaners are all examples of ________. A. specialty stores B. service retailers C. wholesalers D. non-retailers E. franchises
b
In which of the following is vertical conflict, conflict between different levels of the same channel, common? A. Supplier channels B. Franchise organizations C. Independent retailers D. Wholesalers E. Channel intermediaries
b
Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that _________________________. A. companies do not target successfully or efficiently. B. consumers don't distinguish between content sources the way marketers do. C. consumers may believe similar brands are all the same. D. companies fail to integrate their various communication channels. E. companies fail to integrate brand messages and positioning.
b
The four elements of a compensation plan for salespeople are __________. A. A fixed amount, a variable amount, expenses, and salary B. A fixed amount, a variable amount, expenses, and fringe benefits C. A fixed amount, a variable amount, expenses, and commission D. A fixed amount, a variable amount, salary, and commission E. A fixed amount, a variable amount, stock ownership, and fringe benefits
b
The seven-step selling process takes a __________ approach to selling. In other words, its aim is to help salespeople close a specific sale with a customer. A. relationship-oriented B. transaction-oriented C. value-oriented D. customer-oriented E. profit-oriented
b
To set its sales force size, a company can first group accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the ______ approach. A. workforce B. workload C. complex D. field E. inside
b
Which of the following indicates the length of a channel? A. The number of producers in the channel B. The number of intermediary levels in the channel C. The number of final consumers in the channel D. The number of wholesalers in the channel E. The number of retailers in the channel
b
When setting marketing channel objectives, companies should state the objective in terms of ______. A. the length of the channel B. exclusive distribution arrangements C. expected profitability D. targeted levels of customer service E. competitors' objectives
d
Which of the following is a reason that producers use marketing channels and channel intermediaries? A. Using marketing channels allows producers to retain control over how and to whom they sell their products. B. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers. C. Marketing channel decisions only require a short-term commitment. D. Using channel intermediaries increases the number of contacts with customers. E. The reduced costs of using channel intermediaries offsets the inefficiencies of marketing channels.
b
Which of the following statements about retailer marketing decisions is correct? A. Stores do not need to differentiate and position themselves. B. Retailers identify three critical factors for retail success: location, location, and location. C. Retailers do not have to segment and target their markets. D. Most retailers seek either high markups on higher volume or low markups on lower volume. E. Retailers do not differentiate themselves on their service mix.
b
Which of the following statements is TRUE about public relations and a company's overall integrated marketing communications efforts? A. PR has no value within a social media context. B. PR should be blended smoothly with promotion activities. C. PR should be planned first, then advertising second. D. PR should have a separate budget from marketing communications. E. PR is now the more dominant media than other forms.
b
Justin, Inc., a U.S.-based watch manufacturer, sells its products in China, Russia, France, and India. To manage sales, Justin appoints a number of sales representatives to each location. Justin has adopted a ________ sales force structure. A. market B. territorial C. product D. complex E. customer
b
Advertising decisions involve multiple steps culminating in the measurement of the sales effects of advertising or brand content. Which of the following considers return on investment? A. Impact B. Defining reach C. Evaluation D. Engagement goals E. Frequency
c
After segmenting and defining their target markets, retailers must then ____________________. A. decide on pricing by product line and assortment B. decide on the product assortment and volume they will stock C. decide how they will differentiate and position themselves D. decide on the store atmosphere and shopping experience E. decide on the level of service they will provide
c
After the presentation and demonstration step in the sales process, a salesperson should next be prepared to _______. A. approach qualified customers B. prospect the customer C. handle objections D. follow up with the customer E. immediately close the sale
c
As companies become more market-centered, a customer-focused sales force __________________. A. becomes more focused on profit and less on the customer B. has greater incentives to produce revenue C. works to produce both customer satisfaction and company profit D. only needs to coordinate its efforts with marketing planners E. is less important than the results advertising and sales promotion can reap
c
Companies today see channel members as ______________ and practice strong partner relationship management. A. discount pricing B. trade promotions C. first-line partners D. B2B selling E. consumer advertising
c
During the presentation step in the personal selling process, the salesperson ______________. A. attempts to "razzle-dazzle" the buyer B. handles objections C. tells the buyer a "value story" D. closes the deal E. meets the buyer for the first time
c
GE Healthcare employs different sales forces for diagnostic imaging, life sciences, and integrated IT products and services. GE Healthcare has adopted a ______ sales force structure. A. territorial B. complex C. product D. market E. customer
c
Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this represent? A. Conventional distribution channel B. Contractual VMS C. Administered VMS D. Corporate VMS E. Manufacturer-sponsored retailer franchise system
c
Producers of a strong brand sometimes sell it to dealers only if the dealers will take some or all of the rest of its line. This is known as full-line forcing. Which of the following statements is true regarding full-line forcing? A. It is only illegal in Europe. B. It is always illegal. C. It may or may not be legal. D. It is always legal. E. It is only legal in New York, California, and Texas.
c
The goal of a push strategy is to _____________________________. A. give channel members additional media incentives to carry the product B. increase sales calls to distributors C. induce channel members to carry and promote the product D. save money by only focusing on consumers E. build trade demand
c
What does the phrase "omni-channel buying calls for omni-channel retailing" imply for retailers? A. Retailers should plan and budget for expansion of brick-and-mortar shopping experiences. B. Retailers should attempt to attract omni-channel buyers to brick-and-mortar settings through experiential retailing. C. Retailers should integrate all available shopping channels and devices into a seamless customer shopping experience. D. Retailers should make certain they focus on social and digital media as their main advertising vehicles. E. Retailers should integrate all available supply-chain channels into their distribution systems.
c
What is the goal of advertising? A. To create consumer communities B. To define a product's value C. To help move consumers through the buying process D. To create interest and consumer hype E. To provide feedback on products and services
c
What potential risk do marketers incur by using richer but more fragmented media and promotional mixes? A. The inability to use mass and traditional media B. Mixed communications messaging and higher costs C. A communications hodgepodge for consumers D. Better targeting but at a higher cost per consumer E. Greater efficiency but less control over marketing messaging
c
Which of the following does NOT represent one of the major trends and developments in retailing? A. The rise of megaretailers B. Growing importance of retail technology C. Social e-tailing D. Retail convergence E. A surge in green retailing
c
Macy's, Kohl's, and JCPenney practice a retailing pricing strategy called "high-low pricing." Which of the following correctly describes high-low pricing? A. Retailers do not have to use promotions. B. The retailer does not have to run sales on selected items. C. Some products are priced high, others are priced low, and still others are priced at bargain-basement levels. D. The retailer charges higher prices on an everyday basis, coupled with frequent sales and other price promotions. E. Retailers charge an everyday low price with no special promotions.
d
Best Buy, Home Depot, Petco, and Bed Bath & Beyond, which are actually giant specialty stores characterized by immense size and deep assortments of merchandise, are sometimes called _______________. A. off-price retailers B. discount stores C. supermarkets D. service retailers E. category killers
e
By performing the channel function of ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost. A. financing B. risk bearing C. buying and assortment building D. bulk-breaking E. selling and promoting
e
Marketing logistics addresses not only outbound logistics but also inbound logistics and reverse logistics, which means it ____________________________. A. it is the centerpiece for quicker times to market and enhanced cost reductions B. focuses on just-in-time inventory management C. is the solution for managing costs and customer satisfaction D. enables producers, manufacturers, and distribution to maximize cost savings E. involves the entire supply chain management
e
More than a territory, compensation, and training, new salespeople need ________________. A. reasonable sales goals B. customer relationship management skills C. product knowledge D. ongoing customer sales support E. supervision and motivation
e
Of the following, which most closely describes the method by which companies engage and create benefits for their customers? A. Customer relationship management B. Marketing channel C. Supply chain D. Channel level E. Value delivery network
e
Press releases, sponsorships, events, and web pages are promotional tools used in _____________. A. direct and digital marketing B. advertising C. personal selling D. sales promotion E. public relations
e
Retailers must decide on which three major product variables? A. Product assortment, store atmosphere, and price B. Product assortment, services mix, and location C. Product assortment, price, and location D. Product assortment, services mix, and price E. Product assortment, services mix, and store atmosphere
e
Successful retailers of the future must adopt which type of buying experience that is both seamless and integrates multiple types of media? A. Off-price retailing B. Omni-channel retailing C. Direct-to-consumer retailing D. Discount retailing E. Social shopping retailing
e
Which of the following types of wholesalers are Independently owned businesses that take title to all merchandise handled? A. Manufacturers' agents B. Industrial distributors C. Rack jobbers D. Brokers E. Merchant wholesalers
e
_______________________ is an example of horizontal channel conflict. A. A consumer complaining to a producer about the quality of a product B. A retailer complaining about a producer's pricing C. A consumer complaining to a retailer about the service he received D. A retailer complaining about receiving damaged goods from a wholesaler E. A Subaru dealer complaining that another Subaru dealer is advertising in its territory
e
_______________________ uses tools that engage directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. A. Advertising B. Personal selling C. Public relations D. Sales promotion E. Direct and digital marketing
e
A(n) _____ consists of producers, wholesalers, and retailers acting as a unified system. A. channel level B. administered vertical marketing system C. conventional distribution channel D. distribution center E. vertical marketing system
e
