Tuesday BUS 312 Final Exam
Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?
A push strategy
________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Advertising
Which of the following is most likely a difference between advertising and sales promotion?
Advertising can be used to build up a long-term image for a product while sales promotion effects can be short lived.
Koffee, a brand of instant coffee, gives away a free coffee mug with its logo imprinted on it with every purchase of a 500g packet of its instant coffee powder. Which promotion tool is Koffee using?
Advertising specialties
Which of the following is an effect of the advancement of technology on marketing?
Consumers rely less on marketer-supplied information than in the past.
The simplest way to enter a foreign market is through ________.
Contract manufacturing
________ are certificates that save buyers money while they purchase specified products.
Coupons
Which of the following is the primary purpose of branded community Web sites?
Creating customer-product engagement
________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
Direct and Digital marketing
In a marketing communications mix, ________ refers to any short-term incentive that encourages the purchase or sale of a product or service.
Sales promotion
________ use the phone, Internet, and social media to find new leads, learn about customers and their business, or sell and service accounts directly.
Telemarketers and Online Sellers
Rug Designs Inc, a manufacturer of large area rugs, markets its products throughout the United States using a network of regional sales offices. They are using a ________ sales-force structure.
Territorial
Which of the following is a disadvantage of licensing?
The licensor potentially creates a competitor in the form of the licensee.
Which of the following is true of marketing strategies that are being developed in the new marketing communications model?
They are more targeted, social, and engaging.
Which of the following is an example of a combination of sales promotions and direct marketing?
a company sending an e-mail to a customer about a discount on a product during a holiday season
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) ________.
Branded community website
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) ________.
Event marketing program
Contrast pull and push promotion mix strategies with suitable examples.
In push marketing, the idea is to promote products by pushing them onto people. For push marketing, consider a shelf of discounted products. On the other hand, in pull marketing, the idea is to establish a loyal following and draw consumers to the products.
Asiana, a fragrance manufacturer located in France, markets its products to the North American and Asian countries through independent distributors. In this case, Asiana has entered into international markets through ________.
Indirect exporting
Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, Web site, and business cards. Which technique is being used by Lush Lawns to promote its business?
Integrated marketing
________ ventures consist of one company collaborating with foreign investors to create a local business in which they share possession and control.
Joint Ownership
________ is a method of entering a foreign market by associating with foreign companies to produce or market products or services.
Joint venturing
The Bread Company promotes its brand in new international markets by providing rights to local bakeries and bistros to use its recipes and brand name. In this case, The Bread Company's market-entry strategy is referred to as ________.
Licensing
Which of the following is a type of joint venture?
Management contracting
Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?
Marketing Web site
Differentiate between branded community Web sites and marketing Web sites. Provide examples to illustrate your response.
Marketing website: a web site that engages consumers to move them closer to a direct purchase or other marketing outcome EXAMPLE: Geico- Bold headline urges potential customers to "Get a quote". Branded community website: a web site that presents brand content that engages consumers and creates customer community around a brand EXAMPLE: ESPN for example you can't buy anything off their website its just about the brand
Walmart's decision to suspend its planned expansion into India's huge but fragmented retail market due to obstacles put in place by the host nation to protect its mom-and-pop retailers is an example of ________.
Nontariff trade barriers
________ 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.
Online Digital Ads
In which step of the selling process does a salesperson learn as much as possible about a prospective customer before making a sales call?
Preapproach
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.
Product
Veggie Delight, a leading manufacturer of frozen vegetarian burgers, has recently entered the Middle East markets. Based on its research, consumers in the Middle East prefer spicier burgers than in the United States and other countries. So the company alters the ingredients in its burgers to meet the local preferences. In this scenario, Veggie Delight is using a(n) ________ strategy to market its product.
Product adaption
________ consists of creating something new to meet the needs of consumers in a given country.
Product invention
In a promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events.
Public relations
A country may place a limit on the volume of imported citrus fruit that is allowed. This is an example of a(n) ________.
Quota
In which of the following promotion tools does a customer send a proof of purchase to a manufacturer, who then refunds part of the purchase price by mail?
Rebate
Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast. Which element of the promotion mix has Power Pro used in this scenario?
Sales Promotion
The manufacturer of Two-In-One, a combination shampoo and conditioner, shrink wraps a 4- ounce foil packet of a smoothing hair pomade to its combo product for a trial. Which of the following promotion tools is being used in this case?
Samples
Which of the following is most likely true about direct and digital marketing?
They provide buyers with anytime, anywhere access to products.
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.
Trade
What is viral marketing? Explain the goal of viral marketing by giving a real example.
Viral Marketing is a method of marketing whereby consumers are encouraged to share information about a company's goods or services via the Internet The goal of viral marketing is to inspire individuals to share a marketing message to friends, family and other individuals to create exponential growth in the number of its recipient (ALS Ice Bucket Challenge)
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 ________.
Viral marketing
In which of the following cases is a firm employing omni-channel retailing?
Wingate Retail sells its products through e-tailers and hundreds of physical superstores
An emerging economy is one which ________.
has a rapid growth in manufacturing
How do advertising and public relations differ?
Advertising space is paid while public relations results are earned through providing the media with information in the form of press releases and pitches.
Provide one example of a value-based sales promotion.
An amazing example would be Apple's 'Perspective' campaign. The campaign focuses entirely on a customer's emotions; in fact, it doesn't mention a single Apple product at all.
Explain the difference between coupons and rebates using suitable examples.
A rebate is similar to a coupon, with the main exception being that the discount or incentive is received after the purchase. For example, a consumer may buy a box ofcereal that has a $2 rebate listed on the packaging.
Why is company unlikely to set a uniform price all around the world?
A uniform price would be too low in rich countries and too high in poor ones; the price would not reflect the costs of transportation, tariffs, wholesale margins, and retailer margins that will differ from country to country.
Differentiate between straight product extension and product adaptation. Give a few examples of each.
Straight product extension means marketing a product in a foreign market without making any changes to the product. Apple produces the same products and sell them all over the world as is. Product adaptation involves changing the product to meet local requirements, conditions, or wants. For example, McDonald's operates in multiple countries and the chain adds menu items that meet the unique taste buds of customers in local markets.
