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BUSI 330 quiz 5 solutions complete answers
BUSI 330 quiz 5 solutions complete answers
Brand creative director at Taco Bell Tracee Larocca describes her job as making "sure that all of our communications have the same look, tone, and feel across all platforms," which could be described as
The last stage in the hierarchy of effects is
Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website are referred to as
Legacy companies that sell luxury fashions
Despite challenges, growth in multichannel marketing has resulted in these retailers accounting for about ________ percent of U.S. online retail sales.
Seven Cycles has a ________ with its nearly 200 authorized retailers in the United States and 30 international distributors in 40 countries.
Careerbuilder.com has made its Monk-email site, which allows users to send personalized, private-themed e-cards for all occasions, so compelling that more than 100 million Monk-email have been sent since 2006. Careerbuilder.com is using ________ to promote its services.
Pizza Hut realized that it did not make sense for it or its customers to create a community on the site. As a result, Pizza Hut tapped into ________ to achieve results in a very cost-effective manner.
The ________ website design element can be provided by chatbots, which mimic human conversation using artificial intelligence.
Wholesalers that handle a limited assortment of fast-moving or perishable items that are sold for cash directly from trucks in their original packages are referred to as
To continue to be successful, Mall of America must
Level of service is used to describe the degree of service provided to the customer. Three levels of service are provided by self-, _______, and full-service retailers.
A limited-service wholesaler that performs all channel functions and sells on consignment to retailers, which means it retains the title to the products displayed and bills retailers only for the merchandise sold, is a
The marketing metrics related to a retailer's finances include all of the following except which?
Loblaws, a Canadian supermarket, features fruits and vegetables piled high on tables that have umbrellas. The idea behind this arrangement was to give Loblaws "a market feel." In terms of the retailing mix, this tactic is related to
Dick's Sporting Goods store is most likely classified as which retail variation based on its considerable assortment (depth) of a related line of items?
All of the following were Taco Bell marketing tactics designed to appeal to its target market except which?
.
Experts have observed that our marketplace is in the midst of an "age of engagement." What does "engagement" mean at Twitter?
Which of the following is a suggestion for ensuring the success of a Twitter-based integrated campaign?
Which of the following is the newest way to engage consumers?
The promotional mix refers to
The combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it; and (3) remind them later about the benefits they enjoyed by using the product is referred to as the __________.
The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.
The __________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.
The __________ can be used to inform prospective buyers about the benefits of the product.
The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) __________; and (3) remind them later about the benefits they enjoyed by using the product.
The promotional mix can be used to: (1) inform prospective buyers about the benefits of the product; (2) persuade them to try it; and (3) __________.
The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing.
The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing.
The promotional mix includes advertising, personal selling, __________, public relations, and direct marketing.
The promotional mix includes advertising, personal selling, sales promotion, __________, and direct marketing.
The promotional mix includes advertising, personal selling, sales promotion, public relations, and __________.
Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and __________.
Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and __________.
Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and __________.
In a marketing context, the acronym IMC refers to __________.
The concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences is referred to as __________.
Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide __________.
Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide
By taking consumer expectations into consideration, integrated marketing communications (IMC) is a key element in a company's __________ strategy.
To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for (an)
Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because
Allegra is an antihistamine. To create brand awareness, the company is offering people who request information about the product a seat cushion to use at their favorite sporting event. Its television ad shows a woman half-heartedly watching a sporting event. The voiceover asks if she is bored or congested. In the next scene, the person is having a great time and is decongested after taking Allegra. This use of the same promotional theme throughout a company's marketing campaign is an example of how marketers use __________.
The process of conveying a message to others that requires six elements—a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding—is referred to as __________.
Communication is the process of conveying a message to others and it requires six elements. These elements include: __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.
Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, __________, a channel of communication, a receiver, and the processes of encoding and decoding.
Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, __________, a receiver, and the processes of encoding and decoding.
Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, a channel of communication, __________, and the processes of encoding and decoding.
Communication is the process of conveying a message to others and it requires six elements. These elements include: a source, a message, a channel of communication, a receiver, and __________.
Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled A is referred to as
Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled B is referred to as
Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled C is referred to as
Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled D is referred to as
Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled E is referred to as
Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled F is referred to as
Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled G is referred to as
Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled H is referred to as
Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled I is referred to as
Figure 15-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled J is referred to as
A source refers to
A company or person who has information to convey during the communication process is referred to as a(n) __________.
Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.
In a marketing context, a message refers to
The information sent by a source to a receiver during the communication process is referred to as ___________.
Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger antiperspirant. In terms of the communication process, the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.
A channel of communication refers to
The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver is referred to as a(n) __________.
A message is conveyed by means of a(n) __________ such as a salesperson, advertising media, or public relations tools.
The means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process is referred to as the __________.
In a marketing context, all of the following are channels of communication that convey a message from a source to a receiver EXCEPT:
L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of
The billboards that Sony uses to advertise its PlayStation 3 video game console are __________.
Consumers who read, hear, or see the message sent by a source during the communication process are referred to as __________.
The term "receivers" refers to
In the communication process, the 18-to-34 year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.
The process of having the sender transform an idea into a set of symbols during the communication process is referred to as __________.
In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of __________.
When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to the 18-to-34 age group. In terms of the communication process, P&G had to __________ its idea to create the message shown to the new target market.
Decoding refers to
The process of having the receiver take a set of symbols, the message, and transforming them back to an idea during the communication process is referred to as __________.
After watching a 30-second commercial from Jarrod's fine jewelry, Mariah was certain the broach she saw would look spectacular on her new evening dress. In terms of the communication process, Mariah engaged in the task of __________.
After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean.
Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols, (2) __________, (3) the receiver may not properly transform the set of symbols into the correct abstract idea, or (4) feedback may be so delayed or distorted that it is of no use to the sender.
Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) __________; or (4) feedback may be so delayed or distorted that it is of no use to the sender.
Errors in communication can occur in several ways: (1) the source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) __________.
Which of the following messages represents a potential communication error?
A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as __________.
A field of experience refers to
For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar __________ they apply to the message.
When an English-speaker reads the KFC slogan "Finger-lickin' good!," he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese-speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing __________.
Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?
The marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities that most students were familiar with. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.
A __________ consists of a response and feedback.
In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as __________.
In a feedback loop, a response refers to
Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad created a(n) __________.
Melissa saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, the mailing in of the postcard with a request for further information is an example of __________.
After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as __________.
In the feedback loop, feedback refers to
In the communication process, __________ ensure(s) that messages are decoded properly.
In the communication process, noise refers to
In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as
Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies using the coupon. The factor working against effective communication between Mary and her target market in this case was most likely the result of __________.
The marketing manager from a heavy-equipment manufacturer in Dallas, Texas was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered __________.
Each year, advertisers spend millions of dollars during the Super Bowl half-time show. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the half-time festivities, many viewers dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication.
To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled "A" represents __________.
To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled "B" represents __________.
To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled "C" represents __________.
To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled "D" represents __________.
To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 14-2 above, the promotional element labeled "E" represents __________.
Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers.
Which of the following would be least likely to be used for mass selling?
1.
5 elements of promotional mix
2.
__________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers.
3.
As part of their regular retail pricing strategy, some retailers will emphasize consistently low prices and eliminate most markdowns. This practice is referred to as
4.
Bakery items, dairy products, and meat that are sold for cash in their original packages are traditionally sold by which type of wholesaler?
5.
The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and
6.
cash and carry wholesalers
7.
communication
8.
Competitive parity budgeting refers to
9.
direct marketing
10.
Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Australia and Japan, have requirements for mandatory "opt-in," which means
11.
drop shippers/desk jobbers
12.
evaluation
13.
Field of experience refers to
14.
the fields of experience
15.
A financial indicator used to compare the increase in sales of stores that have been open for the same period of time is referred to as
16.
implementation
17.
________ is advisable for all marketing communications to ensure that messages will be decoded properly.
18.
Large shopping areas often contain two or three __________ stores, which are well-known national or regional stores such as Sears, Saks Fifth Avenue, and Bloomingdale's.
19.
Merchant wholesalers are independently owned firms that __________ the merchandise they handle
20.
personal selling
21.
planning
22.
Product Life Cycle
23.
promotion decision process
24.
public relations
25.
sales promotion
26.
"To phase out" is the promotional objective of which stage of the product life cycle?
27.
Vending machines are an example of
28.
Which of the following is not essential to engage today's customers using social media promotions?
1.
According to class, what type of global company uses a Global Marketing Strategy to standardize the marketing mix where there are cultural similarities and change the marketing mix when cultures differ?
2.
According to Figure 5-6 above, E defines what level in the Maslow hierarchy of needs?
3.
According to Figure 8-1 above, what does E represent in the marketing research process?
4.
According to lecture, _____________ goals include to Communicate customer value, Build a brand/company image, explain how the product works, and suggest new uses for a product.
5.
According to lecture, which of the following quotes relates to the idea of Strategic Planning?
6.
According to lecture, which of the following statements is true when it comes to the US Balance of Trade?
7.
According to lecture, which "traditional" target market strategy offers the advantage of lower costs (through long production runs and minimal inventory costs)?
8.
According to lecture, with penetration pricing we will get a large share of the market quickly. This means that (i) our per unit production costs drop quickly and (ii) ________________________.
9.
According to Michelle Skinn, Director of the Fisher Titus Foundation, what is the "KEY" to marketing?
10.
According to the lecture (and the text), what do we call the tools that marketers have to satisfy consumers' needs, wants, and desires?
11.
According to the lecture, consumer NEEDS come from what?
12.
According to the lecture, __________ goals include maintaining customers relationships and keeping the brand in the consumer's mind during the off-season
13.
According to the lecture, the dual role that retailers play which is a key to their success i
14.
According to the lecture, the dual role that retailers play which is a key to their success is:
15.
According to the lecture, the PETA TV ad which used singing cows was a good example of a:
16.
According to the lecture, what process best helps to explain why consumers may may omit items, add, or even change what we see, feel, or hear.
17.
According to the lecture, what process is used to help consumers determine "what" to perceive?
18.
According to the lecture, which channel relationship accounts for the greatest dollar volume of business products?
19.
According to the personal moral philosophy of ________, if the benefits exceed the costs, the behavior is ethical.
20.
According to the text, Target has been successful by offering consumers the best
21.
The actions taken during the implementation phase of the strategic marketing process include which of these?
22.
An Acura automobile ad is headlined by a quote from Henry David Thoreau, "Go in the Direction of Your Dreams." This ad is most likely to appeal to consumers' ________ needs in the Maslow hierarchy of needs.
23.
The Ad Council of America creates an ad that shows teens in a car having fun while driving in the city. They are enjoying music and texting to other friends. The driver is distracted while texting, runs a stop sign, and causes a major accident. What is the focus of this ad?
24.
An ad for Brink's Home Security shows a woman using her treadmill, unaware that would-be robbers are just outside. They break down the front door, are startled by a loud alarm, and then run away. The woman answers an immediate call from the security company, and a representative reassures her that help is on the way. The ad is intended to appeal to which level of Maslow's hierarchy of needs?
25.
All of the following should be understood and appreciated about another society for a thorough cross-cultural analysis except which?
26.
All of the following statements regarding order getters are true except which?
27.
Although the lack of control means that it is rarely the main element of a promotional campaign, ________ is an important part of most of them.
28.
Amazon uses supply chain and logistics management to
29.
American Express, the credit card and travel organization, has a long history of working for the good of all in its New York community. In 1885, it engaged its employees to help raise money to build the pedestal of the Statue of Liberty. Today, it has a program to help restore, preserve, and revitalize historic sites in New York City. These actions by American Express are partial fulfillment of the ________ the firm has established for itself as a corporate citizen.
30.
The American Floral Council used an ad that showed three flower arrangements varying in size from a single rose to a very large elaborate arrangement. The caption simply read, "Just how mad is she?" This ad relies on which of the following situational influences for its effectiveness?
31.
Among business products, supplies usually consist of
32.
Among business products, which of the following would most likely be considered accessory equipment?
33.
The ________ and the Justice Department monitor channel practices that restrain competition, create monopolies, or otherwise represent unfair methods of competition under the provisions of the Clayton Act or the Sherman Act
34.
Another name for a fixed-price policy is
35.
Another name for quick response systems is
36.
The anxiety felt because the consumer cannot anticipate the outcomes of a purchase but believes there may be negative consequences is referred to as
37.
Asking the prospect to make a decision on some aspect of the purchase is referred to as a(n)________ close.
38.
As noted in lecture (and in the text) there is a "new" definition of Marketing created by the American Marketing Association. The instructor indicates that:
39.
Assessing the political and regulatory climate for marketing in a country or region of the world means not only identifying the current environment but also determining how
40.
At the functional level, the marketing department
41.
At the functional level, the organization's strategic direction becomes
42.
Based on lecture, which of the following would NOT be considered a Sociocultural influence on Consumers' Behaviors?
43.
Based on lecture, which property of services can consumers evaluate BEFORE the purchase
44.
Based on lecture, which property of services can consumers evaluate DURING (or after) the service purchase?
45.
Based on the lecture, a marketer might use the information gained from an analysis of Claritas/PRIZM data:
46.
Based on the lecture, which of the following is a good example of collecting primary data using personal observation?
47.
Before moving out of their apartment, Kelly and Doug decided to have their carpets cleaned by Stanley Steemer, a company specializing in professional carpet cleaning. The carpet cleaners arrived on time, cleaned the carpets, and drove away in their bright yellow van; only then did the couple see that they did a good job. Kelly and Doug were unable to judge the service before they bought it, which illustrates the ________ of services.
48.
Ben & Jerry's has earned B-Corp certification, which means it has
49.
Bombardier is the leading marketer of corporate jets. Its brand name is well known and respected in the corporate jet market. The aircraft company relies on outside suppliers for design support and to share development costs and market risks, but Bombardier is considered the leader in determining design and marketing of its planes. For its newest plane, Bombardier has about 30 prime suppliers, and about 10 of those have been involved since the initial design phase. Bombardier is an example of a
50.
A brand community is a specialized form of the ________ reference group.
51.
A branding strategy in which a company uses one name for all its products in a product class is referred to as
52.
A brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs is referred to as a(n)
53.
Break-even analysis refers to
54.
Bribery is most likely to occur in situations when
55.
Businesses sometimes pursue ________ goal to balance the conflicting goals of stakeholders to promote their overall welfare, even at the expense of profits.
56.
A buying center refers to
57.
The buying situation where users, influencers, or deciders want to change product specifications, price, delivery schedule, or supplier for an item that is largely the same as what was previously purchased is referred to as a
58.
By selling franchises, an organization ________ the cost of expansion and ________ its control compared to owning its own retail outlets.
59.
Cash payments or an extra amount of "free goods" awarded sellers in the channel for undertaking certain advertising or selling activities to promote the product is referred to as a
60.
Channels are typically designed to satisfy one or more of four consumer buying requirements. When a meal-delivery service allows its members to use the Internet to select menus and notify the company if they want to suspend deliveries for a week, the service is appealing to which buyer requirement?
61.
A code of ethics refers to
62.
The competitive market situation in which one seller sets the price for a unique product is referred to as
63.
Consider Figure 2-7 above. A Florida-based flashlight company has been extremely successful due in part to the number of hurricanes in Florida that result in a loss of power. The firm is thinking of expanding its product offerings to include other emergency supplies such as generators and survival kits. Before going ahead with this decision, several factors had to be considered: (1) The firm has a great reputation with its flashlights and doesn't want to ruin it. (2) Its physical plant could be refitted relatively easily to make small generators, but it would be rather costly. (3) It would have to rely on another firm to manufacture and package the survival kits. (4) Although there are nine named hurricanes scheduled for the upcoming year, no one really can predict what will happen. The need to rely on another company to supply the survival kits would fall in which quadrant(s) of the SWOT analysis grid?
64.
Consider Figure 2-7 above. A Florida-based flashlight company has been extremely successful due in part to the number of hurricanes in Florida that result in power outages. The firm is thinking of expanding its product offerings to include other emergency supplies such as generators and survival kits (consisting of food bars, a water filtration system, first aid supplies, etc.). Before going ahead with this decision, several factors had to be considered: (1) The firm has a great reputation with its flashlights and does not want to ruin it. (2) Its physical plant could be refitted relatively easily to make small generators, but it would be rather costly. (3) It would have to rely on another firm to manufacture and package the survival kits. (4) Although there are nine named hurricanes anticipated for the upcoming year, no one really can predict what will happen. The company's reputation would fall in which quadrant(s) of the SWOT analysis grid?
65.
A consumer is considering buying a hybrid car. The model is clearly a car (which the consumer understands well), but has some new aspects/features that may require some new learning. For this consumer uses the new car is a:
66.
Criteria for forming segments involve both similarities and differences. In terms of the needs of buyers, the similarities must be ________ a segment, and the differences must be ________ segment
67.
Customers will often judge the ________ of the service experience based on the performance of the people providing the service.
68.
Danilo has decided to purchase a new video game console, not having owned one before. He calls his gamer friends for recommendations about alternative brands and options. He has few concerns about the purchase but wants a quick rundown of the most important aspects to consider. In making his decision, Danilo seems likely to engage in which of the following problem-solving variations?
69.
The Democratic and the Republican Parties run advertisements for their respective candidates for president. They are marketing:
70.
The department secretary orders pens, copy paper, and printer ink cartridges for the department from the Corporate Express catalog nearly every month. This is an example of a
71.
The description of a population according to selected characteristics such as age, gender, ethnicity, income, and occupation is referred to as
72.
During late summer and early fall, there is a large demand for containers in Asia that are used to ship consumer products from Asia to the United States in time for the holiday selling season. The demand for these containers is referred to as ________ demand.
73.
Environmental trends arise from all of the following forces except which?
74.
Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as ________ data
75.
A form of ownership that involves multiple outlets under common ownership is referred to asa(n
76.
A framework to relate the market segments of potential buyers to products offered or potential marketing actions by an organization is referred to as a
77.
From what we heard in class about scheduling our advertising, in which type of schedule do our ads run for very short periods of time and then there are no ads at all with the ads in concentrated forms?
78.
From what we heard in class, what strategic action should management consider when SWOT analysis shows the company has a strength that matches an opportunity?
79.
Generally, as the proportion of middle-income households in a country increases, the nation's purchasing power
80.
Generally speaking, a(n) ________ firm markets its existing products and services in other countries the same way it does in its home country.
81.
A global market-entry strategy in which a foreign company and a local firm invest together to create a local business in order to share ownership, control, and profits of the new company is referred to as
82.
A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value is referred to as
83.
Hellmann's is a brand owned by Unilever that produces mayonnaise, among other food products. If a marketing manager at Hellman's identified that its brand managers lacked the expertise to create additional growth for the firm's products, she would likely incorporate this knowledge into its SWOT analysis as
84.
IBM regularly creates what it calls global action teams, which take people from functional groups and bring them together to work on large client projects. These global action teams are a type of
85.
If a brand of imported toys was found to have very high levels of lead in the paint and was recalled, the action would be to protect consumers' right to
86.
If competitive market circumstances are such that there is no price competition, no product differentiation, and the purpose of advertising is to increase demand for the product class, then ________ must exist in the industry.
87.
I hear the jingle of an ice truck in my neighborhood and rush out to get some Ben & Jerry's ice cream. What type of utility is the ice cream truck providing to me?
88.
In a capacity management report from a well-known carrier in the airline industry, the yield is 9.83 cents, load factor is 82.1 percent, and operating expense is 8.28 cents. The revenue generated by each seat flown one mile is
89.
In a supply chain setting, replenishment time refers to lead time for an item, which means the time between the ordering of an item and when it is
90.
In class, we considered a company which was selling a new brand of dog food (Dog Chow). In which stage of the Product Life Cycle would the company be most likely to use free samples as a sales promotion to increase sales?
91.
In class, we considered the case of Black & Decker, who chose to use the internet to advertise their products but decided NOT to sell their products directly to consumers. Instead, their web site directs consumers to Black & Decker's distributors (on the web and in stores). By taking this approach, Black & Decker has avoided:
92.
In class, we considered the example of tuition at KSU. We looked at the $85 College of Business Undergraduate Program Fee. What aspect of "price" did this represent
93.
In class we considered the "value" of brand equity to the manufacturer. Which of the following is NOT one of the benefits of brand equity?
94.
In class we consider the case of pizza pricing. If a small pizza costs $8 and a large pizza is twice as big and it costs $10, we would think that the consumer will:
95.
In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we find slow to no growth in industry sales of our product?
96.
In class, we discussed the Product Life Cycle (PLC) concept. In which stage of the PLC would we typically use advertising to gain category awareness in the consumers' minds?
97.
In class, we discussed the Product Life Cycle (PLC) concept. We noted that new convenience products, like frozen orange juice, made "older" products like a juice squeezer less interesting to consumers. What stage of the product life cycle would juice squeezers be in?
98.
In class, we heard about a change made by the Italian wine industry. What CREST factor did we hear was the key influence on the change?
99.
In class, we heard about a criticism of marketing, saying that marketing is responsible for the high costs of products. However, if consumers want convenience, lots of assortment, and easy return privileges, etc. then businesses will have to price to make up for:
100.
in class, we heard about an agreement between Nestle and General Mills to market Cheerios in the UK. What type of relationship did this represent?
101.
In class, we heard about the early stages of the decline in economic protectionism in global trade. We heard about the GATT. What was this?
102.
In class, we heard about the GATT. What was the GATT?
103.
In class, we heard about various special adjustments to the list or quoted price. These included Geographic Adjustments, where we heard about FOB origin. What is "FOB" origin?
104.
In class, we heard Dan Muller talk about an interesting problem which Timken ran into in China. Which of the P's of the marketing mix did he discuss?
105.
In class, we heard that in order to benefit from Social Media efforts, firms must do all of the following EXCEPT:
106.
In class, we heard that "Standard Markup Pricing" involves adding a fixed percentage to the cost of all items in a specific product class. This approach to pricing is usually used to set:
107.
In class, we looked at Generational Cohorts and their values. Which cohort did we hear is the most team-oriented and patriotic group?
108.
In class, we looked a the influence on marketing of a population's characteristics such as age, gender, ethnicity, income, and occupation. What type of environment factor did these concern?
109.
In class, we looked at some of the costs of providing services. Which of the following do mangers need to consider as they set the cost of their services?
110.
In class, we looked at the topic of "Value" as the ratio of perceived benefits to price. Importantly, we noted that price should be equal to:
111.
In class, we looked at the ways in which innovation is managed at different companies. In one example, the company wants broad input, open information, and to have employees spending time innovating. In another example, the firm felt it was important to "stick at innovation over time," emphasized operational excellence as well as innovation, and wanted very practical inventions. Which company discussed wanted broad and open input?
112.
In class, we looked at various "traditional" target market strategies. Which strategy uses a single marketing strategy in an attempt to appeal to "everyone?"
113.
In class, we noted that a reverse auction ends when there is:
114.
In class, we noted that syndicated research sources can be classified based on the unit of measurement. Typically, these units are:
115.
In class, we noted that there are several impediments to marketers understanding foreign markets. One of these impediments is "an unconscious reference to one's own values, experiences and knowledge as a basis for making certain decisions." What is this called?
116.
In class, we noted that there are two main forms of protectionism, Tariffs and Quotas. Which statement below is most correct about these?
117.
In class, we noted that the type of product can influence the promotion mix. What type of promotional tool is most likely to be of critical importance if we are selling durable goods in a B2B or a B2C market?
118.
In class, we noted that the VALS typology uses two key factors to categorize people. These are:
119.
In class, we saw a Model of Consumer Behavior. We looked at five types of influences on the consumer's purchase behavior. What type of factor are Marketer Dominated Stimuli?
120.
In class, we talked about a set of factors (or forces) that bring about changes in attitudes, beliefs, norms, customs and lifestyles. What type of forces are these?
121.
In class, we talked about Fixed Costs. Here at Marks Manufacturing, we want to get a good handle on our costs. Which of the following would NOT be a fixed cost?
122.
In class, we talked about Haagen-Dazs and the company's initial plans for distribution of its ice cream. The initial plan was to use their own stores and ___________ distribution.
123.
In class, we talked about the impact of social forces on people. Important to businesses and marketers, these forces affect how people live and ______________.
124.
In class, we talked about the important factors that marketers NEED information about. What acronym did we use for these factors?
125.
In class, we talked about the roles in family decision making. Thinking about a choice to take a family vacation to Disney World, who would we say is fulfilling the role of "user" in this family decision?
126.
In class, we talked about ways in which Social Media can help to generate sales. We said that social media can offer your customers the ability to connect with you and with each other, which can turn your target market into a community who is brand loyal. What did we call this effect?
127.
In class, we thought about different question formats that we might use in our research. Which type of format are we using with this question: "MKTG 25010 is: Outstanding; Pretty Good; Fair; Pretty Bad; Horrible"
128.
In class we used Starbucks as an example of Managing Products and Brands. Based on what we heard, major change did the company make to its logo in 2011 for its 40th anniversary?
129.
In lecture, we noted that once consumers recognizes they have a problem they engage in a search for possible solutions, evaluate various alternatives, and end up with:
130.
In Lecture, we noted that there are 5 stages in the Decision Process. Which of the stages represents the consumers' attempt to "Assess the Value" of different choice options?
131.
In Lecture, we noted that there are 5 stages in the Decision Process. Which of the stages represents the consumers' attempt to "Find Value" from various possible choices?
132.
In lecture, we saw a commercial from Summit County Children Services. In the ad, they show a child who is sad, happy, joyful, and loving. You can be there to help the child by becoming a "foster to adopt" parent. Which form of motivation is the marketer attempting to stimulate?
133.
In lecture we saw an ad for Pine-Sol household cleaner. The ad imitated the romantic setting of perfume ads. We noted that the main goal of the ad was:
134.
In our class discussion of the Strategic Marketing Process, we looked at the Marketing Program in terms of the 4 P's of the Marketing Mix. Which of the following is NOT a strategic element in the Marketing Mix?
135.
In our discussion of "slide down the demand curve"pricing, we noted that it can be hard to know when to drop price. If we drop too soon, we ______.
136.
Interactive television with video-on-demand capabilities changes how people watch television and how consumers access the Internet. This technology requires significant customer education for most people. What type of product life cycle curve would be associated with this product?
137.
The Internet website USA.gov
138.
In the Maslow hierarchy of needs, those needs involving personal fulfillment are called
139.
In the new-product development process, product ideas that survive the business analysis stage proceed to the __________ stage.
140.
In the past, television home shopping programs have attracted mostly
141.
In the performing arts world, Tessitura uses box office technology to track every patron transaction, including ticket purchases, fund-raising, volunteering, and gift shop purchases, in one database. The information can help symphonies, operas, and theaters develop customer profiles to tailor sales messages to specific individuals. Tessitura will allow arts groups to engage in
142.
In the VALS framework, consumers motivated by achievement look for products and services that demonstrate success to their peers or to a peer group they aspire to. A segment of the achievement-motivated groups, known as ________, have low resources and live in the moment. Although they would like to better their lives, they have difficulty doing so.
143.
In what way are traditional and social media similar?
144.
In which pricing approach do we find a situation where consumers may "buy up" to a higher priced, more feature-rich model which is ALSO more profitable for the marketer?
145.
________ is/are responsible for establishing the organization's mission and objectives.
146.
It costs Lady Marion Seafood, Inc., $30 to catch, process, freeze, package, and ship five-pound packages of Alaskan salmon. The firm adds 60 percent to the cost of its salmon products and charges customers a total of $48 for a postage-paid vacuum-sealed package. What type of pricing does Lady Marion Seafood use?
147.
John Whitaker works for American Greetings. His job description includes the following responsibilities: (1) stock and arrange point-of-purchase displays of present customers—60 percent of his workweek and (2) receive orders from customers and complete the transactions—40 percent of his workweek. Whitaker is primarily engaged in which type of selling?
148.
The key steps of planning, implementation, and evaluation are part of
149.
The Lemon Tree is a high-fashion boutique selling top-of-the-line women's clothing and accessories. The keys to its success include knowing customers' changing tastes and providing something different than other retailers. In addition, because of the high value of the merchandise, The Lemon Tree's management is investing in the use of computerized inventory controls and sales order processing. The least important environmental force to The Lemon Tree at this time is likely to be
150.
A level of distribution density whereby a firm tries to place its products in a few retail outlets in a specific geographical area is referred to as
151.
Local newspaper readership has declined significantly in recent years. Not only are traditional newspapers losing subscribers, they are also losing advertisers. To combat these trends, many newspaper publishers now offer online versions of their printed newspapers. This is most likely a response to which environmental force?
152.
Loss-leader pricing refers to
153.
A manufacturer does marketing research and estimates that consumers will accept a manufacturer's suggested retail price of $50 for a jacket. The manufacturer expects to offer trade discount terms of 40/10/5 to retailers, wholesalers, and agents in its marketing channel. What price will the manufacturer receive for the jacket?
154.
Many commuters in New York install radio frequency identification (RFID) devices on their cars that can be read automatically as they approach a toll booth. This saves time, improves traffic flow, and means drivers don't need to keep exact change in their cars. It also offers New York authorities the opportunity to manage traffic flow by charging different toll amounts for different times of day, such as charging a higher toll for morning and afternoon rush hour periods. This pricing strategy is
155.
Marketers can communicate best with college students by
156.
The marketing plan for IBM's "Smarter Planet" strategy included which of the following marketing tactics?
157.
Marketing Research refers to
158.
A marketing strategy to increase sales of current products in current markets is referred to as
159.
Market segmentation is a part of what step in the strategic marketing process?
160.
Maybelline runs a television commercial for "Great Lash" mascara. They show exciting scenes of New York City and of sexy women using the mascara. In this commercial, Maybelline is advertising:
161.
Mitsubishi's LCD projectors, where the manufacturer advertises the Model HC4900 for $3,000 as "good," the HC5000GL for $3,490 as "better," and the HC6000 for $4,000 as "best." What type of pricing strategy does this best represent?
162.
A mother handed her college-aged son a clipped ________ and said, "Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner," which shows that Birds Eye has been successful in its attempt to stimulate demand.
163.
Movie studios use tracking studies in which prospective moviegoers are asked questions about an upcoming film release to help them forecast sales. This is an example of
164.
n class, we heard about Key Digital Strategies. Which of the following is NOT one of those strategies?
165.
New-product strategy development calls for INGenius Co. to develop a battery recycler for the business market. Which is the most likely stage of the new-product development process in which manufacturing issues regarding the new product become an especially important element?
166.
Nike employs a ________ strategy at its website, nikeid.com, which allows customers to design a sneaker to their own personal specifications.
167.
The North American Industry Classification System (NAICS) designates industries with a numerical code in a defined structure. A six-digit coding system is used. The fifth digit designates a(n)
168.
The objective and subjective attributes of a brand that consumers use to compare different products and brands are referred to as
169.
An offer designed to generate interest in a product or service and a request for additional information results in
170.
One of the primary benefits of branding for consumers is that branding
171.
One of the weaknesses inherent in the use of the BCG business portfolio analysis is that it
172.
Penetration pricing is intended to appeal to which market?
173.
People with both the desire and ability to buy a specific offering are referred to as
174.
Personal selling is least important for which of the following products?
175.
A planning gap is the difference between the projection of the path to reach a new sales revenue goal and the projection of the path of a plan already in place. The ultimate purpose of the firm's marketing program is to ________ this planning gap.
176.
The practice of shielding one or more sectors of a country's economy from foreign competition through the use of tariffs or quotas is referred to as
177.
Practices that include filing warranty claims after the claim period, misredeeming coupons, and making fraudulent returns of merchandise are examples of
178.
The practice that involves unloading products from suppliers, sorting products for individual stores, and quickly reloading products on trucks that will deliver the products to specific stores is referred to as
179.
Prexa was offended by the brand name of a new product for women. She believed the name of the product was demeaning and that it reflected a negative attitude of the manufacturer toward women in general. Although this may simply be the result of ________ because Prexa is a women's rights advocate, if other women interpreted the name choice the same way, it is likely this product would fail.
180.
Price fixing refers to
181.
The process of turning corn into ethanol shows how BioFuel Energy, a Minnesota ethanol producer, can create ________ utility.
182.
Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage boys who don't watch much TV. P&G handed out samples at skateboarding events and sponsored a contest for the "high school football player of the year." P&G emphasized which promotional element in this example?
183.
Product differentiation refers to
184.
The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.
185.
Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and
186.
Prudential, a financial planning firm, offers retirement plans and wealth management advice. These products are most likely targeted toward which generational cohort?
187.
Public watchdog groups are critical of ad campaigns for some video games that use sex appeals and glamorize violence. How should an ad agency respond to these critics if it wishes to avoid the enactment of additional laws limiting its creativity
188.
A publishing company sponsors a discussion session with seven college instructors who use a specific management textbook. The instructors meet with a moderator who asks their opinions about the textbook, its instructor's manual, and its video and written cases. This is an example of a(n)
189.
Purchasing paper for JCPMedia is one example of
190.
The purpose of environmental scanning is to
191.
Quadrant A in Figure 2-7 above represents a(n) ________ in a SWOT analysis.
192.
Rather than billing clients by the hour, some lawyers and their clients agree on a fixed fee based on expected costs plus an agreed-on level of profit for the law firm. Which pricing approach are they using?
193.
The relationship between a product line and product mix is
194.
Retailers such as Williams-Sonoma that sell products through retail stores, catalogs, and online are examples of
195.
The right to safety manifests itself in industry and federal safety standards for most products sold in the United States. The U.S. ________ routinely monitors the safety of 15,000 consumer products
196.
Sanaa recently made partner at her law firm, and she is rewarding herself with the purchase of a new car. She told a co-worker, "The Volvo has nine airbags but the Cadillac drives so smoothly." Sanaa is currently in which stage of the purchase decision process?
197.
Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and make her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be felt before she buys it. Sarah realizes massages have ________ properties.
198.
Setting a price to achieve an annual target return-on-investment (ROI) is referred to as
199.
Showstoppers refer to
200.
The social forces in the environment include the ________ of the population and its culture.
201.
Store layout, colors, lighting, and music are all considered part of a store's retail
202.
The strategic business unit level
203.
Studies of the ________ characteristics of the U.S. population suggest that it is becoming larger, older, and more diverse.
204.
Subway restaurants that offer sandwiches made exactly to each customer's preference are providing ________ utility.
205.
A survey of buyers' intentions forecast involves
206.
Talbots sells women's clothes. A long-sleeved scoop neck T-shirt with the Talbots label costs $45. By comparison, you can buy a T-shirt for $5 at a Family Dollar Store, but it won't have the prestigious Talbots label or quality. What kind of demand-oriented approach to pricing does Talbots use?
207.
Target profit pricing refers to
208.
Target return-on-sales pricing refers to
209.
The tendency to pay attention to messages consistent with one's attitudes and beliefs and to ignore messages that are inconsistent with them is referred to as
210.
The terms ________ and a mission statement are often used interchangeably.
211.
Test marketing involves offering a product for sale
212.
Thinking about the effect of price, if you price your product (or service) too low, you ______; and if you price your product too high, you _______.
213.
The three major types of vertical marketing systems are administered, corporate, and
214.
To encourage retailers to pay their bills quickly, manufacturers offer them
215.
To promote their business, some psychics advertise on television free tarot-card readings and other insights into their customers' futures. Unfortunately, this "free reading" has cost some unsuspecting callers as much as $700 in phone charges. This sort of pricing practice would be primarily monitored by the
216.
Toyota was the first auto manufacturer to introduce a self-parking feature that it called Intelligent Parking Assist. Originally it was available as an option on the Toyota Prius in the Japanese market. Toyota was trying to change consumer attitudes about the vehicle by
217.
TravelTex.com is a website sponsored by the Economic Development and Tourism department of the state of Texas. They create a commercial showing families having fun at the Texas beaches, and inviting the viewer to browse their site or to phone for a brochure on vacation spots in Texas. They are marketing:
218.
The two most common pricing alternatives for products in the introduction stage of the product life cycle are
219.
The United Way of Greater Toronto (UWGT), like many charities, was sitting on a gold mine of donor data. Unfortunately, UWGT was not certain how to use that information to its greatest advantage. UWGT could blanket past donors with generic mailings, but it could not offer donors information that would convince them to donate to UWGT over other charities. Which of the following tools would be most useful for the nonprofit organization to use?
220.
A university's marketing department typically purchases backpacks with its logo embroidered on them for all incoming freshmen. This year, because the faculty has heard complaints, the marketing chair wants to buy similar backpacks but find one that is a little more durable. This is an example of a
221.
The use of brand names is especially important for services because of which unique characteristic of services?
222.
Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar product category seems like a good idea. This is what toothpaste manufacturer Colgate did when it put its brand name on __________, which failed quickly.
223.
Utility refers to
224.
The Vermont Teddy Bear Co. sells handmade teddy bears designed to be given as gifts for almost every occasion imaginable. The Love Bandit Bear is designed for people to give as a gift on Valentine's Day. The Love Bandit Bear is an example of a
225.
VIZIO is the market leader in the North American __________ market.
226.
Volkswagen AG was widely criticized for its failure to practice ________ when it employed sophisticated software on selected Volkswagen, Audi, and Porsche models that disguised the amount of smog pollutants emitted from selected cars.
227.
Western Digital, the Irvine, California-based maker of disk drives, recalled about 400,000 of its hard drives because of a faulty internal chip. The chip would not affect the disk drive motor until after 6 to 12 months of use. This delay in the problem's appearance meant that many consumers would not think to blame the disk drive manufacturer. But, instead of taking the less expensive route of remaining quiet about the problem, Western Digital chose to offer replacement disk drives for all those that had the faulty chip. This action is an example of
228.
What are the three steps involved in the planning phase of the strategic marketing process?
229.
What are the three types of prospects in personal selling?
230.
When buying highly technical, few-of-a-kind products such as hydroelectric power plants, governments have found that general contractors are reluctant to specify a formal, fixed price for the procurement. Therefore, these contractors use ________ to compensate them for any cost overruns.
231.
When it is desirable for the interviewer to be flexible in asking probing follow-up questions, data would be best collected using
232.
When Margot called the toll-free number to order one dozen water lilies from Van Ness Water Gardens, the firm was using
233.
Which element of the marketing mix is affected when the Mandarin Oriental hotel in New York increases its weekend rates to $795 per night?
234.
Which of the following best illustrates a shift in the demand curve?
235.
Which of the following describes a disadvantage associated with personal selling?
236.
Which of the following is a basis used to segment U.S. organizational markets?
237.
Which of the following is a multiproduct branding strategy?
238.
Which of the following people would most likely be the best target market for tickets to the home games of the Indianapolis Colts professional football team?
239.
Which of the following smartphone apps is made possible through mobile marketing?
240.
Which of the following statements about market segmentation for organizational markets is most accurate?
241.
Which of the following statements about perceptual benefits conveyed by a product's packaging and labeling is false?
242.
Which of the following statements about service failures is most accurate?
243.
Which of the following statements about services is most accurate?
244.
Which of the following statements about social responsibility is most accurate?
245.
Which of the following statements about the relationship between the imports into the United States and the exports from the United States during the last 40 years is most accurate?
246.
Which of the following statements about the VALS framework is false?
247.
Which of the following statements regarding an organization's strategic business unit level is most accurate?
248.
Which of the following statements regarding corporate chains is most accurate?
249.
Which of the following statements regarding the role of salespeople is most accurate?
250.
Within the corporate level of an organization, top management
Setting a market price for a product or product class based on a subjective feel for the competitors' price or market price as the benchmark is referred to as
customers will abandon a website if download time exceeds eight seconds.
A need-satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information, is referred to as
In the hierarchy of effects, a favorable experience on the first trial causes the consumer's repeated purchase and use of the product or brand in the ________ stage.
any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
The means by which an advertising message is communicated to the target audience is known as
Reductions from list or quoted prices to buyers for performing some activity.
The salesperson's objective is to "gain a prospect's attention, stimulate interest, and make a transition to the presentation" during which stage in the personal selling process?
The brand's percentage of all the online social media chatter related to a product category or topic.
The percentage of recipients who have clicked on a link on the page to visit a specific site.
As a performance measure for social networks, the number of page views divided by visitors in a given time period is referred to as
For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer goes through, which include
When a firm offers a very low price on a product to attract customers to a store and once in the store the customer is persuaded to purchase a higher-priced item, the practice is referred to as
The practice of exchanging products and services for other products and services rather than for money is referred to as
Selecting one or more geographical locations from which the list price for products plus freight expenses are charged to the buyer is referred to as
The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as
A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a
Electronic shopping agents that search websites to compare prices and product or service features are referred to as
a technique that analyzes the relationship between total revenue and total cost to determine profitability at various levels of output.
The quantity at which total revenue and total cost are equal is referred to as
Marketing two or more products in a single package price is referred to as
Word-of-mouth behavior in marketspace is referred to as
To encourage retailers to pay their bills quickly, manufacturers offer them
A message is conveyed by means of a ________ such as a salesperson, advertising media, or public relations tools.
An interactive, Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes, prices, and delivery options, is referred to as a
The salesperson's objective is to "obtain a purchase commitment from the prospect and create a customer" during which stage in the personal selling process?
A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as
A website that provides the ability to conduct sales transactions for products and services emphasizes the ________ design element.
A virtual ________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.
Competitive advertisements that show the relative strength of one brand over another are referred to as ________ advertisements
Advertising that promotes a specific brand's features and benefits is referred to as ________ advertising.
Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as ________ budgeting.
focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.
A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as
A basic approach to scheduling when seasonal factors are unimportant and advertising is run at a constant or steady schedule through the year is referred to as a(n)
Messaging apps such as WhatsApp, Talk, Facebook Messenger, WeChat, and Slack allow consumers to chat with company representatives, ask questions, and obtain personalized recommendations. These messaging options, when combined with Internet bots, are becoming a new form of shopping known as
One of Porter's generic business strategies that involves controlling expenses and, in turn, lowering product prices targeted at a narrow range of markets segments is referred to as a ________ strategy.
focuses on reducing expenses and, in turn, lowers product prices, while targeting a broad array of market segments.
A fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as
Summing the total unit cost of providing a product or service and adding a specific amount to the cost to arrive at a price is referred to as
The online consumer who shops online but buys offline, or shops offline but buys online is referred to as a ________ consumer.
Setting a price that is dictated by tradition, a standardized channel of distribution, or other competitive factors is referred to as
From an interactive marketing perspective, ________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.
Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as
The ability of a website to modify itself to, or be modified by, each individual user is referred to as
Price deals that mislead consumers fall into the category of
The quantity sold and price, which shows the maximum number of units that will be sold at a given price.
One of Porter's four generic business strategies that requires products to have significant points of difference to target one or only a few market segments is referred to as a ________ strategy.
One of Porter's generic business strategies that requires a product to have significant points of difference to charge a higher price while targeting a broad array of market segments is referred to as a
A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as
A reduction from the list price that a seller gives a buyer as a reward for some activity of the buyer that is favorable to the seller is called
Setting different prices for products and services in real time in response to supply and demand conditions is referred to as
Exists when a small percentage decrease in price produces a larger percentage increase in quantity demanded.
The process of a sender transforming an idea into a set of symbols during the communication process is referred to as
The practice of replacing promotional allowances with lower manufacturer list prices is referred to as
A method of pricing based on the learning effect, which holds that the unit cost of many products and services declines by 10 to 30 percent each time a firm's experience at producing and selling them doubles.
Where a social network following comes from—with fans coming from a friend being more valuable than those coming from an ad—is referred to as a
The type of appeal used to suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product is referred to as a(n)
A basic approach to scheduling in which periods of advertising are scheduled between periods of no advertising to reflect seasonal demand is referred to as a ________ schedule.
The sum of the expenses of the firm that are stable and do not change with the quantity of a product that is produced and sold.
Setting one price for all buyers of a product or service is referred to as
The salesperson's objective is to "ensure that the customer is satisfied with the product or service" during which stage in the personal selling process?
In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as
the price the seller quotes that includes only the cost of loading the product onto or into a vehicle and where the loading is to occur.
the average number of times a person in the target audience is exposed to an advertisement.
Based on a market-product grid framework, which marketing strategy offers all product lines to all market segments?
Regardless of the product or industry involved, the strategy that a firm adopts to achieve a competitive advantage is referred to as
Reach Multiplied by frequency
The use of toll-free telephone numbers that customers call to obtain information about products and make purchases is referred to as
According to the price equation, final price equals list price minus ________ plus extra fees.
The degree to which a person's thoughts, feelings, likes, and dislikes are shared when engaged in a social interaction.
A small percentage decrease in price produces a smaller percentage increase in quantity demanded, and thus decreasing total revenue.
asking the prospect to make a decision on some aspect of the purchase.
Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as ________ advertisements.
The concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences is referred to as
As a performance measure for social networks, the total number of people who connect with a post (for example, "like" or make a comment) divided by the total number of people seeing the post is the
the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.
In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the ________ stage.
The total number of different visitors to a Facebook page in a given time period.
the dialogue that unfolds between the website and its users.
network of formal linkages between a company's website and other sites.
all the digital information on a website—text, video, audio, and graphics.
The consumer's ability to recognize and remember the product or brand name
the consumer's appraisal of the product or brand on important attributes.
Deliberately selling a product below its customary price, not to increase sales, but to attract customers' attention in hopes that they will buy other products as well, is referred to as
Marketing ROI (return on investment) uses modern measurement technologies to determine the results of
Based on a market-product grid framework, which marketing strategy involves developing a single product for a single market?
An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n)
Based on a market-product grid framework, which marketing strategy focuses on a single market segment but adds additional product lines?
Advertising, sales promotion, and public relations are often said to use ________ because they are used with groups of prospective buyers.
The competitive market situation in which many sellers compete on nonprice factors is referred to as
The ________ is a selling format that emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers
A discount that is based on the size of an individual purchase order rather than a series of repeat orders is referred to as
In the context of the personal selling process, excuses for not making a purchase commitment or decision are referred to as
Setting prices a few dollars or cents under an even number is referred to as
The competitive market situation in which the few sellers are sensitive to each other's prices is referred to as
________ means a consumer has been given the option to receive e-mail and advertising and has agreed, based on personal data supplied by the consumer.
The practice of using the telephone rather than personal visits to contact customers is referred to as
The number of times a Facebook page is loaded in a given time period is referred to as
The practice whereby buyers and sellers combine their expertise and resources to create customized solutions; commit to joint planning; and share customer, competitive, and company information for their mutual benefit, and ultimately the benefit of the customer, is referred to as
Setting a low initial price on a new product to appeal immediately to the mass market.
A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as ________ budgeting.
The solicitation of a consumer's consent (called "opt-in") to receive e-mail and advertising based on personal data supplied by the consumer is referred to as
The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as
The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as
The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as
The salesperson's objective is to "gather information and decide how to approach the prospect" during which stage in the personal selling process?
The practice of charging a very low price for a product with the intent of driving competitors out of business is referred to as
The salesperson's objective is to "begin converting a prospect into a customer by creating a desire for the product or service" during which stage in the personal selling process?
Setting a high price so that quality- or status-conscious consumers will be attracted to the product and buy it.
Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as
From a marketing viewpoint, ________ is the money or other considerations (including other products and services) exchanged for the ownership or use of a product or service.
The practice of charging different prices to different buyers for goods of like grade and quality.
A conspiracy among firms to set prices for a product is referred to as
Setting the price of a line of products at a number of different specific price points is referred to as
Factors that limit the range of prices a firm may set are referred to as
Involve specifying the role of price in an organization's marketing and strategic plans.
The setting of prices for all items in a product line to cover the total cost and produce a profit for the complete line, not necessarily for each item, is referred to as
The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video game, or a commercial for another product is referred to as
________ = (Unit price × Quantity sold) − Total cost.
Cash payments or an extra amount of "free goods" awarded sellers in the channel for undertaking certain advertising or selling activities to promote the product is referred to as a
The ________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.
The salesperson's objective is to "search for and qualify potential customers" during which stage in the personal selling process?
In personal selling, the customer who wants or needs the product is referred to as a
A non-personal, indirectly paid presentation of an organization, product, or service.
Methods for obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements, are referred to as
A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as
A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as a
Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n)
A flighting schedule combined with a steady schedule because of increases in demand, heavy periods of promotion, or introduction of a new product is referred to as a(n)
The competitive market situation in which many sellers follow the market price for identical, commodity products is referred to as
The competitive market situation in which one seller sets the price for a unique product is referred to as
State the position of a company on an issue
Inform people what a company is, what it can do and where it is located
bring the company's name to the attention of the target market again.
If an individual of a company wants the product, an afford to buy it, and is the decision maker, this individual is a _______.
The number of different people or households exposed to an advertisement is referred to as
Assure current users they made the correct choice in choosing the product.
The practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as
On the Internet you may find interactive ads that have drop-down menus, built-in games, or search engines to engage viewers, which are referred to as
A product characteristic known as ________ is relevant to promotional mix decisions and has financial, social, and physical components.
Planning the selling program and implementing and evaluating the personal selling efforts of the firm is known as_______.
Advertising, sales promotion, and public relations are often said to use ________ because they are used with groups of prospective buyers.
The mathematical function that relates the expense of marketing effort to the marketing results obtained is referred to as
A pricing method where all buyers pay the same delivered price for the products, regardless of their distance from the seller, is referred to as
Setting the highest initial price that customers who really desire the product are willing to pay.
The use of social networks for browsing and buying is called
Online media where users submit news, photos, and videos—often accompanied by a feedback process to identify popular topics.
A single social media site with millions of users interacting with each other, like Facebook, Twitter, LinkedIn, and YouTube, is referred to as a(n)
Communication is the process of conveying a message to others and it requires six elements. These elements are a(n) ________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.
adding a fixed percentage to the cost of all items in a specific product class.
A reference value involves comparing the costs and benefits of
Seeking opportunities by finding the optimum balance between marketing efficiencies versus R&D-manufacturing efficiencies is referred to as
A method of estimating the price that ultimate consumers would be willing to pay for a product, then working backward through markups taken by retailers and wholesalers to determine what price to charge wholesalers.
Setting an annual target of a specific dollar volume of profit is referred to as
Setting prices to achieve a profit that is a specified percentage of the sales volume.
Set a profit goal that is often determined by its board of directors.
Setting a price to achieve an annual target return-on-investment (ROI) is referred to as
Pioneering, Competitive and Reminder
The total expense incurred by a firm in producing and marketing a product, which equals the sum of fixed cost and variable cost, is referred to as
The total money received from the sale of a product is referred to as
To reward wholesalers and retailers for marketing functions they will perform in the future, a manufacturer often gives ________ discounts.
Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.
the outcome of an offer designed to motivate people to visit a business.
In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the ________ stage.
the price the seller quotes that includes all transportation costs.
On a per unit basis for a product
Refers to the quantity of products to be produced or sold.
The various forms of online media content that are publicly available and created by end users.
The ratio of perceived benefits to price is referred to as
The practice of simultaneously increasing product and service benefits while maintaining or decreasing price
The sum of the expenses of the firm that change with the quantity of a product that is produced and sold.
an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs
The functionalities of the Web that make possible the high degree of interactivity among users.
Websites that allow people to congregate online and exchange views on topics of common interest are referred to as
Directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
A website whose content is created and edited by the ongoing collaboration of end users is known as a(n)
The cost of reaching 1,000 individuals or households with the advertising message in a given medium.
The technical sophistication of the product and the amount of understanding required to use it
charging different prices to maximize revenue for a set amount of capacity at any given time.
1.
According to the textbook, __________ recently won Advertising Age magazine's coveted Media Agency of the Year award.
A. 72andSunny
B. MediaCom
C. Fallon
D. LatinWorks
E. Disney
2.
The actions a firm takes during the promotion decision process include __________, executing, and assessing the promotion program.
A. pretesting
B. developing
C. stating the mission
D. selecting the appeal
E. selecting the media
3.
Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's
A. cooperative advertising.
B. marketing mix.
C. media strategy.
D. promotional mix.
E. communication source.
4.
Advertising refers to
A. any nonpersonal, indirectly paid presentation of an organization, service, or product.
B. a short-term inducement of value offered to arouse interest in buying a product or service.
C. methods used to identify a target market for a particular product or service.
D. any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E. any unpaid form of personal presentation of products and services.
5.
Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers.
A. cooperative selling
B. mass selling
C. customized selling
D. collection selling
E. paid selling
6.
After a receiver responds to a message, the sender's interpretation of the response indicating whether the message was decoded and understood as intended during the communications process is referred to as
A. encoding.
B. receiver response.
C. feedback.
D. noise.
E. message loop.
7.
After watching a 30-second commercial from Jarrod's fine jewelry, Mariah was certain the brooch she saw would look spectacular on her new evening dress. In terms of the communication process, Mariah engaged in the task of
A. integrating.
B. sending.
C. decoding.
D. messaging.
E. encoding.
8.
After watching the 30-minute infomercial on Oxy-Clean, Sarah was certain the cleaning product would remove the grape juice stain from her white carpet. In terms of the communication process, Sarah was __________ the message from Oxy-Clean.
A. integrating
B. transforming
C. translating
D. decoding
E. encoding
9.
Allegra is an antihistamine. To create brand awareness, Allegra's manufacturer is offering people who request information about the product a seat cushion to use at their favorite sporting event. Its television ad shows a woman halfheartedly watching a sporting event. The voiceover asks if she is bored or congested. In the next scene, the person is having a great time and is decongested after taking Allegra. This use of the same promotional theme throughout a product's marketing campaign is an example of how marketers use
A. the retailing mix.
B. integrated marketing communications.
C. the branding mix.
D. coordinated channels of communication.
E. marketing by objectives.
10.
Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.
A. percentage of sales
B. competitive parity
C. all-you-can-afford
D. objective and task
E. linear forecast
11.
Allocating funds to promotion whereby the company (1) determines its promotion objectives, (2) outlines the tasks to accomplish these objectives, and (3) determines the promotion cost of performing these tasks is referred to as
A. percentage of sales budgeting.
B. competitive parity budgeting.
C. all-you-can-afford budgeting.
D. linear forecast budgeting.
E. objective and task budgeting.
12.
Allocation of funds to promotion only after all other budget items are covered is referred to as
A. percentage of sales budgeting.
B. all-you-can-afford budgeting.
C. competitive parity budgeting.
D. objective and task budgeting.
E. linear forecast budgeting.
13.
All of the following are challenges and opportunities that direct marketing faces in global markets except
A. the need for improved reliability and security in many countries has slowed the growth of direct mail.
B. the availability of credit and credit cards varies throughout the world.
C. the use of web "tracking" tools by direct marketers to segment consumers and match them with advertising are appreciated by consumers because they speed up the online purchase process.
D. the mail, telephone, and Internet systems in many countries are not as well developed as they are in the United States.
E. the European Union passed a consumer privacy law, called the Data Protection Directive due to consumer concerns about privacy.
14.
All of the following are consumer-related data that comprise a direct marketing database (such as for a catalog) except
A. media usage.
B. demographics.
C. past purchases.
D. brand.
E. lifestyles.
15.
All of the following are examples of direct marketing tools except
A. direct mail.
B. telephone solicitations.
C. Groupons.
D. catalogs.
E. direct-response ads on TV.
16.
All of the following are examples of sales promotion tools except
A. samples.
B. sweepstakes.
C. coupons.
D. catalogs.
E. rebates.
17.
All of the following are forms of direct marketing except
A. catalogs.
B. in-store free samples.
C. telemarketing.
D. paid searches.
E. direct mail.
18.
All of the following are methods that firms use to set their promotion budgets except
A. objective and task.
B. actual number of unit of sales.
C. competitive parity.
D. percentage of sales.
E. all you can afford.
19.
All of the following are tools used by a firm's public relations department except
A. annual reports.
B. pretesting.
C. lobbying efforts.
D. press conferences.
E. image management.
20.
All of the following factors are used to balance the use of the promotional mix elements except
A. the channel of distribution.
B. the product's life cycle.
C. the decision stage of the buyer.
D. the different departments responsible for implementing the sales promotion strategy and tactics.
E. the characteristics of the product.
21.
All of the following forms of direct marketing are used by consumers to purchase products except
A. social media posts.
B. sweepstakes.
C. online.
D. television offers.
E. mail.
22.
All of the following guidelines help ensure the success of mobile marketing except
A. campaign should match product characteristics to the needs, preferences, and lifestyles of the customer/consumer.
B. communications should facilitate multitasking.
C. create a mobile-ready app that is flashy and fun.
D. mobile apps should help shoppers make price comparisons.
E. communication must use extensive text and images to explain the purpose and value of the brand.
23.
All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos campaign except
A. social media.
B. outdoor ads.
C. direct mail.
D. public relations.
E. cinema ads.
24.
All products go through a product life cycle of __________ stages: __________.
A. two; new and improved
B. two; growth and decline
C. three; new, improved, and obsolete
D. four; awareness, interest, trial, and adoption
E. four; introduction, growth, maturity, and decline
25.
All-you-can-afford-budgeting refers to
A. allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
B. matching a competitor's absolute level of spending or the proportion per point of market share.
C. determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
D. allocating funds to a promotion only after all other budget items are covered.
E. allocating funds to a promotion based on expected profits generated from it.
26.
Although the lack of control means that it is rarely the main element of a promotional campaign, __________ is an important element of most promotional campaigns.
A. publicity
B. advertising
C. personal selling
D. sales promotion
E. direct marketing
27.
Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are best collected from the customer; other data are best collected from the businesses where purchases are made. Which of the following customer data are best collected from Amazon?
A. lifestyles
B. brand
C. demographics
D. media use
E. competitive products purchased
28.
Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are best collected from the customer; other data are best collected from the businesses where purchases are made. Which of the following customer data are best collected from the customer?
A. brand
B. price
C. demographics
D. model
E. quantity
29.
Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad created
A. a stimulus.
B. an exposure.
C. a field of experience.
D. a subconscious impulse.
E. a response.
30.
Ann's young son suffers from allergies and complains about his watery eyes and drowsiness. Ann feels bad because she thought there was nothing she could do to help him. When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she vowed to ask his doctor about this product on her son's next visit. Ann is at which stage in the hierarchy of effects?
A. She is the trial stage and will move to the interest stage soon.
B. She has moved quickly from the awareness stage to the interest stage.
C. She was in the consumer development stage and will more than likely move to the transition stage.
D. She is in the evaluation stage and will move to the interest stage soon.
E. She was in the interest stage and then moved quickly to the diffusion stage.
31.
Another name for competitive parity budgeting is __________ budgeting.
A. linear forecast
B. all-you-can-afford
C. comparative
D. matched media
E. matching competitors
32.
Another name for competitive parity budgeting is __________ budgeting.
A. linear forecast
B. all-you-can-afford
C. share of market
D. comparative
E. matched media
33.
__________ are the result of organizations' efforts to create profiles of customers so that direct marketing tools, such as e-mail and catalogs, can be directed at specific customers.
A. Databases
B. Direct order fulfillments
C. Lead generations
D. First-mover advantages
E. Direct order consignments
34.
At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?
A. introduction
B. growth
C. accelerated development
D. maturity
E. decline
35.
The best approach to budgeting is objective and task budgeting, whereby the company determines its promotion objectives, outlines the tasks to accomplish these objectives, and
A. asks the ad agency for an estimate.
B. asks the media to propose a program.
C. determines the promotion cost of performing these tasks.
D. determines what spending level top management will allow for the proposed program.
E. surveys customers to determine what spending levels they think are appropriate.
36.
The billboards that Sony uses to advertise its PlayStation 4 video game console are
A. channels of communication.
B. messages.
C. noise.
D. feedback loops.
E. sources.
37.
A budgeting method that allocates funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold, is referred to as __________ budgeting.
A. percentage of sales
B. competitive parity
C. all-you-can-afford
D. objective and task
E. linear forecast
38.
Businesses vary as to the amount of security they require or can afford to protect their computer files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses?
A. personal selling
B. advertising
C. sales promotion
D. public relations
E. social media
39.
By taking consumer expectations into consideration, integrated marketing communications (IMC) is a key element in a company's __________ strategy.
A. generic business
B. retail life cycle
C. market segmentation
D. sustainable development
E. customer experience management
40.
The __________ can be used to inform prospective buyers about the benefits of the product.
A. promotional mix
B. promotion channel
C. communication channel
D. marketing mix
E. media mix
41.
Cardiac Science is a California-based company that makes defibrillators, heart monitors, and other medical equipment. It is preparing to market its products in Greece. The company's marketing manager is responsible for the promotional campaign in Greece, and she wants to avoid any problems that might arise because her field of experience does not coincide with that of her Greek target audience. Which of the following is the best example of a communications problem that might arise because her field of experience is different from that of her audience?
A. The name of the product, when translated into Greek, has an unintentional meaning.
B. Her target audience is strongly ethnocentric.
C. The trade journals in which the company wants to run its ads do not accept ads from foreign companies.
D. A Greek bureaucrat who is responsible for determining that the Cardiac Science products meet national standards has taken a personal dislike to her.
E. The ads are in trade journals that Greek hospital administrators don't read.
42.
Carrying out the promotion program can be expensive and time consuming. One researcher estimates that "an organization with sales between $200 million and $500 million will need __________ years" to successfully implement an IMC program.
A. two
B. three
C. four
D. five
E. 10
43.
Channel of communication refers to
A. the selection of either paid or nonpaid forms of information dissemination.
B. a similar understanding and knowledge that a sender and receiver apply to a message.
C. an open-ended dialogue between the marketing department and the firm responsible for developing the IMC program.
D. a social network-based forum that allows customers to communicate their likes, dislikes, suggestions, and concerns to an organization 24 hours a day, 365 days a year.
E. the means (salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process.
44.
Chrysler Corp. provides support and incentives for its Chrysler, Dodge, and Jeep dealers. Through a multilevel program, Chrysler provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.
A. dump
B. pull
C. unload
D. no haggle
E. push
45.
The combination of one or more communication tools used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product is referred to as the
A. promotion channel.
B. channel of communication.
C. marketing matrix.
D. promotional mix.
E. media mix.
46.
A common way to assess the effectiveness of all promotion expenditures during the past year is to calculate
A. a break-even point.
B. a promotion-to-sales ratio.
C. ROI.
D. a promotion-to-expenses ratio.
E. an advertising-to-sales promotion ratio.
47.
Communication is the process of conveying a message to others and it requires six elements. These elements are __________, a message, a channel of communication, a receiver, and the processes of encoding and decoding.
A. a concept
B. a brand
C. a slogan
D. a source
E. an offer
48.
Communication is the process of conveying a message to others and it requires six elements. These elements are a source, __________, a channel of communication, a receiver, and the processes of encoding and decoding.
A. a message
B. a concept
C. a brand
D. a slogan
E. an offer
49.
Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, __________, and the processes of encoding and decoding.
A. a concept
B. a receiver
C. an offer
D. a brand
E. a slogan
50.
Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, a channel of communication, a receiver, and
A. a message concept.
B. a customized offer.
C. a targeted slogan.
D. a brand message.
E. the processes of encoding and decoding.
51.
Communication is the process of conveying a message to others and it requires six elements. These elements are a source, a message, __________, a receiver, and the processes of encoding and decoding.
A. a concept
B. an offer
C. a brand
D. a slogan
E. a channel of communication
52.
Communication with consumers who are not in the target audience is referred to as
A. excess coverage.
B. wasted coverage.
C. exhaustive coverage.
D. squandered coverage.
E. dissipated coverage.
53.
A company or person who has information to convey during the communication process is referred to as
A. an encryptor.
B. a message carrier.
C. an originator.
D. a receiver.
E. a source.
54.
Competitive parity budgeting refers to
A. matching a competitor's absolute level of spending or the proportion per point of market share.
B. allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
C. allocating funds to a promotion only after all other budget items are covered.
D. determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
E. allocating funds to a promotion based on expected profits generated from it.
55.
The concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences is referred to as
A. the media mix.
B. the marketing matrix.
C. the promotional blend.
D. marketing by objectives.
E. integrated marketing communications.
56.
Consider Frommer's travel guide series, which includes Italy from $90 a Day. Travelers throughout the world have relied on Frommer's guides, which describe out-of-the-way, inexpensive restaurants and hotels. This guide provides invaluable __________ to these establishments.
A. direct sales
B. publicity
C. direct marketing
D. personnel selling
E. public service announcement
57.
A __________ consists of a response and feedback.
A. feedback loop
B. consequence
C. source reaction
D. primary cause and effect
E. concept effect
58.
Consumers who read, hear, or see the message sent by a source during the communication process are referred to as
A. decoders.
B. the target market.
C. receivers.
D. sources.
E. encoders.
59.
CoolMax is a fabric made by DuPont. It is used in the manufacture of exercise clothes because it keeps the user "cool and dry." The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material. Since he had never before owned anything made with CoolMax, Kumar was in which stage of the hierarchy of effects?
A. trial
B. exploration
C. innovation
D. experimentation
E. interest
60.
Coupons, rebates, samples, and sweepstakes are all examples of
A. endorsements.
B. sponsorships.
C. free publicity.
D. purchase aids.
E. sales promotions.
61.
Customers report many benefits of direct marketing, including
A. there is more privacy than in-store shopping.
B. there are fewer product returns.
C. there are usually better product warranties.
D. there are a greater number of additional incentives from sellers to retain customer loyalty.
E. products are generally bundled with other products to offer buyers greater value.
62.
Decoding refers to
A. receiving a message within a common field of experience and breaking down that information into small usable units to better interpret its meaning.
B. having a receiver take a set of symbols, the message, and transform them into an idea.
C. receiving a message that requires integration of new information to fully understand the intended meaning.
D. having the sender transform an abstract idea into a set of symbols that can be universally understood.
E. having a sender take a set of symbols, the message, and transform them into an idea.
63.
The design of the promotion will play a primary role in determining the message that is communicated to the audience. Successful designs are often the result of
A. accurately estimating costs of tasks.
B. identifying appropriate objectives.
C. accurately estimating what task will accomplish each objective.
D. obtaining insights regarding consumers' interests and behavior.
E. obtaining insights regarding task performance.
64.
Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as
A. a push strategy.
B. an intense strategy.
C. an inertia strategy.
D. an exclusivity strategy.
E. a pull strategy.
65.
Direct marketing currently accounts for about __________ percent of the total U.S. gross domestic product.
A. 9
B. 12
C. 15
D. 20
E. 25
66.
Direct marketing faces several challenges and opportunities in global markets. Several countries, such as Australia and Japan, have requirements for mandatory "opt-in"—that is
A. global marketers must pay a special fee beyond the regular postage for the privilege of using a country's postal system.
B. global marketers wishing to use direct marketing must have all mailings approved by their respective trade commissions for appropriateness of content.
C. global marketers have to purchase special "catalog" postage at a cost higher than that charged for the same weight of mail sent from one individual to another.
D. consumers have to pay a special fee to the government to defray the costs of mail carriers having to handle larger volumes of mail from catalogues.
E. potential customers must give permission to include their name on a list for direct marketing solicitations.
67.
Direct marketing has the advantage of being __________ to match the needs of specific target markets.
A. priced
B. standardized
C. customized
D. engaged
E. integrated
68.
Direct marketing refers to
A. individualized communications programs specifically designed with a single customer in mind because the item being sold is unique to that customer.
B. a promotional alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
C. a new form of retail outlet with convenient locations.
D. a sales strategy whereby the exchange takes place at the time of engagement, such as selling produce at a local farmer's market.
E. a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.
69.
Direct order refers to
A. direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
B. products that are shipped directly to the place of purchase rather than being stored or distributed through intermediaries.
C. the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
D. the outcome of an offer designed to motivate people to visit a business.
E. the result of an offer designed to generate interest in a product or service and a request for additional information.
70.
Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because
A. its strategy includes using all types of promotional activities that deliver a consistent message.
B. it does not want to reach any member of its target audience more than once to conserve resources.
C. IMC is less expensive than other forms of promotion, such as public service announcements.
D. if it didn't, Disney would have to use indirect personal selling.
E. it is more concerned about frequency of attendance than geographic reach.
71.
DLS Cosmetics is trying to create brand awareness by sending households free samples of its products. These free samples are examples of
A. free advertising.
B. personal selling.
C. sales promotions.
D. free publicity.
E. direct sales.
72.
During the evaluation phase of an IMC program, a firm will __________ and make needed changes.
A. posttest the promotion
B. design the promotion
C. state the mission
D. carry out the promotion
E. identify possible advertising or promotional firms
73.
During the implementation phase of an IMC program, a firm will __________ and carry out promotion.
A. posttest the promotion
B. design the promotion
C. state the mission
D. identify possible advertising or promotional firms
E. pretest the promotion
74.
During the implementation phase of an IMC program, a firm will pretest the promotion and
A. posttest the promotion.
B. design the promotion.
C. state the mission.
D. carry out the promotion.
E. identify possible advertising or promotional firms.
75.
During the planning phase of an IMC program, a firm will identify the target audience, __________, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.
A. specify the promotion objectives
B. pretest the promotion
C. state the mission
D. identify possible advertising or promotional firms
E. carry out the promotion
76.
During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, __________, design the promotion, and schedule the promotion.
A. pretest the promotion
B. state the mission
C. identify possible advertising or promotional firms
D. carry out the promotion
E. select the right promotional tools
77.
During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, select the right promotional tools, __________, and schedule the promotion.
A. pretest the promotion
B. design the promotion
C. state the mission
D. identify possible advertising or promotional firms
E. carry out the promotion
78.
During the planning phase of an IMC program, a firm will __________, specify the promotion objectives, set the budget, select the right promotional tools, design the promotion, and schedule the promotion.
A. pretest the promotion
B. identify the target audience
C. state the mission
D. identify possible advertising or promotional firms
E. carry out the promotion
79.
During the planning phase of the promotion program, marketers focus on the "four Ws," which include all of the following, in question form, except
A. What are (a) the promotion objectives? (b) the amounts of money that can be budgeted for the promotion program? and (c) the kinds of copy to use?
B. Why is the promotion being done?
C. When should the promotions be run?
D. Who is the target audience?
E. Where should the promotions be run?
80.
During the post-purchase stage of the consumer purchase decision process, __________ in the form of coupons can help encourage repeat purchases from satisfied first-time triers.
A. advertising
B. personal selling
C. sales promotion
D. publicity
E. direct marketing
81.
During the post-purchase stage of the consumer purchase decision process, marketers want to reduce post-purchase anxiety for their customers. Which of the following would be most useful for accomplishing this objective?
A. advertising only
B. personal selling only
C. sales promotion and advertising
D. publicity and advertising
E. advertising and personal selling
82.
During the post-purchase stage of the consumer purchase decision process, __________ plays a small role.
A. advertising
B. personal selling
C. sales promotion
D. public relations
E. direct marketing
83.
Each year, advertisers spend millions of dollars during the US Super Bowl football game broadcast. These marketers hope to reach the millions of sports enthusiasts tuned into the NFL's greatest spectacle. Unfortunately, during the advertisements, many viewers might dash to the kitchen for a sandwich and a soda and do not see or hear the persuasive promotional messages of the advertisers. The desire for food and drink is an example of __________, which inhibits effective communication.
A. distraction
B. diversion
C. ineffective encoding
D. information overload
E. noise
84.
The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.
A. product
B. price
C. place
D. promotion
E. advertising
85.
Errors in communication can occur in several ways: (1) The source may not adequately transform the abstract idea into an effective set of symbols; (2) __________; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) feedback may be so delayed or distorted that it is of no use to the sender.
A. a properly encoded message may be sent through the wrong channel and never make it to the receiver
B. in an attempt to be creative, the encoder creates a message with too much noise
C. the communications channel is not properly funded
D. the message is considered too ordinary because there is too broad a field of experience
E. there is no interest on the part of the receiver because the product itself is inadequate
86.
Errors in communication can occur in several ways: (1) The source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) __________; or (4) feedback may be so delayed or distorted that it is of no use to the sender.
A. in an attempt to be creative, the encoder creates a message with too much noise
B. there is no interest on the part of the receiver because the product itself is inadequate
C. the communications channel is not properly developed
D. the message is considered too ordinary because there is too broad a field of experience
E. the receiver may not properly transform the set of symbols into the correct abstract idea
87.
Errors in communication can occur in several ways: (1) The source may not adequately transform the abstract idea into an effective set of symbols; (2) a properly encoded message may be sent through the wrong channel and never make it to the receiver; (3) the receiver may not properly transform the set of symbols into the correct abstract idea; or (4) __________.
A. the communications channel is not properly developed
B. there is no interest on the part of the receiver
C. feedback may be so delayed or distorted that it is of no use to the sender
D. the message is considered too ordinary because the field of experience is too large
E. the encoder is inexperienced, resulting in too much noise
88.
The European Union passed a consumer privacy law, called the __________, after several years of discussion with the Federation of European Direct Marketing and the U.K.'s Direct Marketing Association.
A. Personal Identity Law
B. Intellectual Property Act
C. Data Protection Directive
D. Credit Protection Act
E. Shared Information Act
89.
The European Union passed a law called the E-Privacy Directive to
A. provide explicit laws for website owners.
B. protect intellectual property.
C. increase data transparency.
D. reduce the instances of hacking.
E. allow consumers to access their search records.
90.
Factors such as differences in payment methods (credit and credit cards), the need for improved reliability and security in regards to the mail system, and government regulations make it especially difficult for __________ in the global market.
A. direct marketing
B. advertising
C. personal selling
D. sales promotion
E. publicity
91.
Field of experience refers to
A. the unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e., the medical profession, legal profession, etc.).
B. the designation given to different elements in the communications channel based upon their specific area of expertise (i.e., advertising, publicity, etc.).
C. a similar understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect decoding of the sender's message.
D. a mutually shared understanding and knowledge between the manufacturer or service provider and department or firm handling its IMC campaign to eliminate incorrect encoding of the sender's message.
E. a similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process.
92.
The fifth stage in the hierarchy of effects is
A. interest.
B. awareness.
C. adoption.
D. repurchase.
E. evaluation.
93.
The first decision in developing the promotion program is to
A. set the budget.
B. state the mission.
C. identify the target audience.
D. select the appeal.
E. select the media.
94.
The first stage in the hierarchy of effects is
A. interest.
B. awareness.
C. understanding.
D. trial.
E. evaluation.
95.
A food warehouse store got a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, needs to sell it quickly to consumers. Which promotional element should be used?
A. advertising
B. personal selling
C. publicity
D. sales promotion
E. direct marketing
96.
For a message to be communicated effectively, the sender and receiver must have a mutually shared field of experience, which means a similar __________ they apply to the message.
A. common ground
B. national, regional, or ethnic origin
C. understanding and knowledge
D. feeling
E. set of psychographics
97.
For a promotional campaign, hierarchy of effects refers to the stages a prospective buyer goes through, which include
A. awareness, interest, evaluation, trial, and rejection.
B. interest, adoption, and brand loyalty.
C. cognition, affect, and behavior.
D. awareness, interest, evaluation, trial, and adoption.
E. seeing an ad, trying the product, buying the product, and buying the product again.
98.
For a promotional campaign, the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action is referred to as
A. the purchase continuum.
B. the hierarchy of effects.
C. the product life cycle.
D. the consumer purchasing scale.
E. Maslow's hierarchy.
99.
A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as
A. sales promotion.
B. publicity.
C. advertising.
D. public relations.
E. personal selling.
100.
The formula to calculate a promotion-to-sales ratio is: Total promotion expenditures divided by
A. Total marketing costs.
B. Marginal revenue.
C. Average revenue.
D. Net sales.
E. Total sales.
101.
The fourth stage in the hierarchy of effects is
A. interest.
B. awareness.
C. adoption.
D. trial.
E. evaluation.
102.
The group of prospective buyers toward which a promotion program is directed is referred to as a
A. target audience.
B. target selection.
C. selected audience.
D. prospective audience.
E. media audience.
103.
The growing concern about __________ has led to a decline in direct marketing response rates among some customer groups.
A. government regulation
B. privacy
C. landfill waste
D. postal rates
E. fraud
104.
If used continuously, which of the following promotional elements will most likely lose its effectiveness?
A. advertising
B. personal selling
C. sales promotion
D. publicity
E. direct marketing
105.
Imagine a small retailer saying, "Well, after budgeting for all of our expenses for next year, we still have about $7,500 remaining for emergencies. Let's budget 20 percent of that amount for advertising." What budgeting technique is the small retailer using?
A. percentage of sales budgeting
B. competitive parity budgeting
C. objective and task budgeting
D. all-you-can-afford budgeting
E. linear forecast budgeting
106.
Imagine you have overheard the owner of a medium-sized manufacturing company saying, "We had a good year, and I think next year will be even better. I'm going to raise this year's promotion budget to 4.5 percent of last year's gross dollar sales. That will let me do more advertising than the 3.5 percent I budgeted last year." From this information, the manufacturer is using __________ budgeting.
A. percentage of sales
B. competitive parity
C. all-you-can-afford
D. objective and task
E. linear forecast
107.
An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC
A. audit.
B. sensitivity analysis.
C. what-if analysis.
D. perceptual map.
E. pretest.
108.
In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of
A. noise.
B. receiving.
C. encoding.
D. decoding.
E. messaging.
109.
In a feedback loop, response refers to
A. the number of times a consumer must hear a message before it can be accurately decoded.
B. the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C. the positive or negative feedback that a consumer expresses immediately after exposure to a company's message.
D. the impact, either positive or negative, that occurs when one consumer interprets a firm's message through word of mouth to another potential consumer using his or her own words.
E. the length of time required for a typical customer to associate a specific slogan, theme, melody, or logo with a specific product brand.
110.
In a marketing context, all of the following are channels of communication used to convey a message from a source to a receiver except
A. magazine.
B. news release.
C. salesperson.
D. encoder.
E. TV.
111.
In a marketing context, message refers to
A. product information regarding benefits and usage from receiver to the sender outside the channel of communication.
B. the slogan or tagline of a specific product.
C. proprietary information linking a specific product to a promotional campaign.
D. the information sent by a source to a receiver during the communication process.
E. a television or radio commercial from the buyer to the seller.
112.
In a marketing context, the acronym IMC refers to
A. interactive media convergence.
B. internal marketing communications.
C. integrated marketing collaboration.
D. integrated marketing communications.
E. international marketing communications.
113.
In a promotional sense, personal selling refers to
A. the creation of unique products based upon the needs and wants of individual consumers.
B. the translation of a company's message into multiple languages for use in advertising in different countries or regions.
C. customized interaction between a seller and a prospective buyer that can include face-to-face, telephone, and interactive electronic communication.
D. the creation of different promotional campaigns based on gender, age, or ethnicity.
E. the use of different images (such the covers of Sports Illustrated) to reach different product groupings.
114.
The __________ includes advertising, personal selling, sales promotion, public relations, and direct marketing.
A. promotional mix
B. promotion channel
C. communication message
D. marketing matrix
E. media mix
115.
The information sent by a source to a receiver during the communication process is referred to as
A. an advertisement.
B. publicity.
C. a message.
D. feedback.
E. a missive.
116.
Integrated marketing communications (IMC) programs coordinate a variety of promotion alternatives to provide
A. a promotional channel.
B. a communications message.
C. a consistent message across audiences.
D. a media mix useful to all types of companies.
E. a marketing matrix.
117.
Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide
A. retailers with cooperative media buys.
B. a consistent message across all audiences.
C. the firm with a feedback loop.
D. a marketing matrix.
E. a media mix useful to all types of companies.
118.
In terms of product characteristics, the greater the risk, the greater the need for __________ as a key element of the promotional mix.
A. advertising
B. personal selling
C. sales promotion
D. publicity
E. public relations
119.
In the communication process, __________ ensure(s) that messages are decoded properly.
A. encoding
B. posttesting
C. feedback
D. pretesting
E. the feedback loop
120.
In the communication process, noise refers to
A. any unsolicited response from consumers or potential consumers regarding a company's message.
B. any communication with consumers who are not in the target audience.
C. extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process.
D. the use of colors, words, sounds, or images that make an otherwise simple message more complex.
E. a unique set of terms, expressions, or jargon that carries a specific meaning within a specific field (i.e. the medical profession, legal profession, etc.).
121.
In the communication process, printing mistakes that affect the meaning of a newspaper advertisement, or using words or pictures that fail to communicate the message clearly, are referred to as
A. noise.
B. clutter.
C. disruptions.
D. distortions.
E. annoyances.
122.
In the communication process, the 18- to 34-year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called
A. decoders.
B. the target market.
C. wasted coverage.
D. receivers.
E. encoders.
123.
In the feedback loop, feedback refers to
A. the sender's interpretation of the response that indicates whether the message was decoded and understood as intended.
B. the impact the message had on the receiver's knowledge, attitude, or behaviors during the communications process.
C. a mutually shared understanding and knowledge the sender and receiver apply to a message so that it can be communicated effectively during the communication process in the message loop.
D. any unsolicited response from consumers or potential consumers regarding a company's message.
E. extraneous factors that can work against effective communication by distorting a message or the feedback received.
124.
In the feedback loop, the impact the message has on the receiver's knowledge, attitude, or behaviors during the communications process is referred to as
A. feedback.
B. a field of experience.
C. noise.
D. a response.
E. a hierarchy of effects.
125.
In the hierarchy of effects, adoption refers to
A. the point at which the consumer accepts the integrity of the manufacturer and the reliability of the product.
B. the consumer's appraisal of the product or brand on the majority of important attributes.
C. an increase in the consumer's desire to learn about some of the features of the product or brand.
D. the consumer's actual first purchase and use of the product or brand.
E. the consumer's repeated purchase and use of the product or brand after a favorable experience on the first trial.
126.
In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the __________ stage.
A. adoption
B. exploration
C. awareness
D. interest
E. trial
127.
In the hierarchy of effects, awareness is defined as
A. the consumer's first actual purchase and use of the product or brand.
B. the consumer's repeated purchase and use of the product or brand.
C. the consumer's appraisal of the product or brand on important attributes.
D. an increase in the consumer's desire to learn about some of the features of the product or brand.
E. the consumer's ability to recognize and remember the product or brand name.
128.
In the hierarchy of effects, evaluation refers to
A. the consumer's ability to recognize and remember the product or brand name.
B. the consumer's appraisal of the product or brand on important attributes.
C. an increase in the consumer's desire to learn about some of the features of the product or brand.
D. a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.
E. the consumer's first actual purchase and use of the product or brand.
129.
In the hierarchy of effects, interest refers to
A. the consumer's ability to recognize and remember the product or brand name.
B. the consumer's appraisal of the product or brand on important attributes.
C. an increase in the consumer's desire to learn about some of the features of the product or brand.
D. a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.
E. the consumer's first actual purchase and use of the product or brand.
130.
In the hierarchy of effects, the consumer's ability to recognize and remember the product or brand name is referred to as the __________ stage.
A. adoption
B. evaluation
C. awareness
D. internalization
E. trial
131.
In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the __________ stage.
A. adoption
B. evaluation
C. sampling
D. interest
E. trial
132.
In the hierarchy of effects, the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.
A. evaluation
B. adoption
C. awareness
D. interest
E. trial
133.
In the hierarchy of effects, the consumer's repeated purchase and use of the product or brand is referred to as the __________ stage.
A. evaluation
B. adoption
C. awareness
D. interest
E. trial
134.
In the hierarchy of effects, trial refers to
A. the consumer's ability to recognize and remember the product or brand name.
B. the consumer's appraisal of the product or brand on important attributes.
C. the consumer's first actual purchase and use of the product or brand.
D. an increase in the consumer's desire to learn about some of the features of the product or brand.
E. a favorable experience on the first trial, resulting in the consumer's repeated purchase and use of the product or brand.
135.
In the post-purchase stage of the consumer purchase decision process, advertising and personal selling help
A. reduce the need for personal contact.
B. support the public relations element, which plays a major role.
C. sales discounting requirements.
D. reduce the buyer's post-purchase anxiety.
E. shorten the time consumers take to adopt a product.
136.
In the prepurchase stage of the consumer purchase decision process,
A. trade promotions are more effective than personal selling.
B. publicity is the most effective promotion tool.
C. advertising is more helpful than personal selling.
D. personal selling is more effective than advertising.
E. personal selling is the most effective way to communicate with potential buyers.
137.
In the prepurchase stage of the consumer purchase decision process, which promotional element is most important?
A. public relations
B. communication
C. advertising
D. sales promotion
E. personal selling
138.
In the purchase stage of the consumer purchase decision process, __________ gives consumers control over the process.
A. public relations
B. direct marketing
C. advertising
D. product sampling
E. social media
139.
In the purchase stage of the consumer purchase decision process, research indicates that __________ activities shorten the time consumers take to adopt a product or service.
A. public relations
B. direct marketing
C. advertising
D. product sampling
E. social media
140.
In which sales budgeting approach is the amount of money spent based on past or anticipated sales?
A. competitive parity
B. all-you-can-afford
C. objective and task
D. percentage of sales
E. relative scale
141.
The __________ is defined as the group of prospective buyers toward which a promotion program is directed.
A. directed audience
B. intended audience
C. promotion audience
D. selling audience
E. target audience
142.
Lead generation refers to
A. the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
B. direct telephone communication only with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
C. products that are shipped directly to the point of purchase rather than being stored or distributed through intermediaries.
D. the outcome of an offer designed to motivate people to visit a business.
E. the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.
143.
Lenox China Co. would like to get its annual Christmas ornament series into Macy's department stores. Macy's has a buyer in New York City who makes decisions on its giftware. Which promotional element would be most appropriate for Lenox to use to reach the Macy's buyer?
A. advertising
B. sales promotion
C. personal selling
D. public relations
E. advertising and public relations
144.
Like personal selling, __________ has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers.
A. advertising
B. a sales promotion
C. publicity
D. direct marketing
E. a public service announcement
145.
Like personal selling, __________ often consists of interactive communication.
A. direct marketing
B. advertising
C. a sales promotion
D. publicity
E. a public service announcement
146.
The local radio station broadcast a story about a dry cleaner who requested coat donations. The company offered to clean the coats and deliver them to people in need. The various addresses of the dry cleaner chain were also broadcast so that donations could be dropped off. Since this featured business did not pay for this exposure, it benefited from
A. advertising.
B. direct marketing.
C. personal selling.
D. publicity.
E. sales promotion.
147.
L'Oréal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oréal Visible Lift makeup appeared, is an example of
A. a message.
B. noise.
C. a feedback loop.
D. a source.
E. a channel of communication.
148.
A major fallacy of __________ budgeting is that sales cause promotion. Using this method, a company may reduce the amount it spends on promotion if sales declined the previous period when it may actually need to spend more.
A. competitive parity
B. all-you-can-afford
C. objective and task
D. linear forecast
E. percentage of sales
149.
A major weakness of the _________________ element is that it requires expensive database management.
A. advertising
B. personal selling
C. sales promotion
D. publicity
E. direct marketing
150.
Managers often use the promotion-to-sales ratio on their marketing dashboards to assess how effective the integrated marketing communications program expenditures were at generating
A. sales.
B. customer satisfaction.
C. profits.
D. promotional sustainability.
E. CPM.
151.
The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using __________ promotional channel strategy.
A. a pull
B. an intense
C. a push
D. an inertia
E. an exclusive
152.
Many prescription drugs such as Lipitor have national TV advertising campaigns to encourage patients to learn more about the drugs and ask for them by name from their doctors. The manufacturers of these drugs are using __________ strategy.
A. an intense
B. a pull
C. a push
D. an inertia
E. an exclusive
153.
Many promotional efforts are focused on __________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.
A. sales personnel
B. ultimate consumers
C. intermediaries
D. repeat buyers
E. nonprospects
154.
Marketers can communicate best with college students by
A. using cable TV ads since this demographic watches TV more than any other medium.
B. adding mobile media to their IMC campaigns.
C. placing ads on Sirius XM radio.
D. using "Twitter Jockeys."
E. discourage media multitasking.
155.
Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement except
A. QR (quick response) codes.
B. reality shows using online voting.
C. Facebook Pages.
D. Twitter re-tweets.
E. public relations.
156.
A marketing manager at an auto company computed its promotion-to-sales ratio, that of the major competitor, and the auto industry itself. She found that the company's ratio was 2.8 percent, the competitor's ratio was 4.5 percent, and the auto industry average was 6.7 percent. She then realized
A. she was spending too little on promotional efforts.
B. she needed to explain these numbers to her boss, especially in relation to the industry.
C. the competitor shortly would be taking market share from the company.
D. she spent her promotional dollars effectively.
E. overall the industry was wasting money on ineffective sales promotions such as cash-back offers.
157.
The marketing manager from a heavy-equipment manufacturer in Dallas, Texas, was attending an international trade show in Japan. There were many prospective customers from different countries who seemed interested in the firm's product. However, they had difficulty following the manager's explanations of product features due to his heavy Texas drawl. In this case, the accent would be considered
A. an encoding error.
B. a decoding error.
C. culture shock.
D. noise.
E. distortion.
158.
The marketing professor wanted to do everything possible to ensure that her students understood her lectures. Accordingly, she used examples of marketing activities that most students were familiar with. For example, the professor discussed the marketing exchanges between students and grocers, college bookstores, convenience stores, and clothiers. The examples used by the professor were her attempt to __________ her message to encourage better understanding on the part of her students.
A. create common ground for
B. create noise in
C. effectively decode
D. develop a mutually shared field of experience with
E. back translate
159.
Mary's Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies using the coupon. The factor working against effective communication between Mary and her target market in this case was most likely the result of
A. feedback disruption.
B. noise.
C. a decoding error.
D. a communication barrier.
E. message interference.
160.
The means (salesperson, advertising media, or public relations tools) by which a message is conveyed to a receiver during the communication process is referred to as the
A. channel of communication.
B. information corridor.
C. communications highway.
D. information pathway.
E. information channel.
161.
The means (salesperson, advertising media, or public relations tools) by which a message is conveyed to a receiver is referred to as
A. a vehicle.
B. a field of experience.
C. a channel of communication.
D. a direct feedback loop.
E. an information highway.
162.
Melissa saw an ad promoting Vermont as a tourist destination and a great place to live. The ad contained a postage-paid reply card that could be used to request more information. In terms of the communication process, the mailing in of the postcard with a request for further information is an example of
A. a stimulus.
B. a field of experience.
C. a response.
D. noise.
E. a feedback loop.
163.
A message is conveyed by means of __________ such as a salesperson, advertising media, or public relations tools.
A. a vehicle
B. a channel of communication
C. a field of experience
D. a direct feedback loop
E. an information highway
164.
The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than __________ percent of all households are registered.
A. 95
B. 90
C. 80
D. 70
E. 30
165.
New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?
A. public relations
B. personal selling
C. publicity
D. sales promotion
E. advertising
166.
The new integrated marketing communications approach for Taco Bell seeks to
A. develop iconic television advertising.
B. ensure all communications have the same look, tone, and feel across all platforms.
C. use traditional promotion tools only.
D. use new social media only.
E. apply word-of-mouth advertising only.
167.
A new prescription drug on the market helps reduce common allergy symptoms. Ads for the medicine in magazines and in medical journals would be primarily used to
A. remind customers that such a product exists.
B. increase the level of customer awareness and interest for the product.
C. differentiate the product from all other allergy medications.
D. support a product penetration pricing strategy.
E. help in harvesting the product.
168.
A new version of the Data Protection Directive, called the __________, will address new developments such as social networks and cloud computing and take effect in 2016.
A. General Data Protection Regulation
B. Personal Identity Law
C. Intellectual Property Act
D. Credit Protection Act
E. Shared Information Act
169.
No matter what the specific objective might be, from building awareness to increasing repeat purchases, promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, cover a specified time period, and be
A. unique in character.
B. measurable.
C. humorous.
D. repeatable.
E. creative.
170.
A nonpersonal, indirectly paid presentation of an organization, product, or service that can take the form of a news story, editorial, or product announcement is referred to as
A. direct sales.
B. publicity.
C. direct marketing.
D. a public service announcement.
E. personal selling.
171.
The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on
A. advertising and personal selling.
B. personal selling and public relations.
C. public relations and publicity.
D. sales promotion and direct marketing.
E. direct marketing and personal selling.
172.
The Olympus Eye Trek is a device that provides "a high-quality personal TV experience." It resembles a pair of glasses that when worn make the user think he or she is watching a 52-inch high-definition television. An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works. This Olympus Eye Trek is most likely high in
A. user-friendliness.
B. complexity.
C. risk.
D. synergy.
E. accessibility.
173.
Once the design of each of the promotional program elements is complete, it is important to determine the most effective timing of their use. The __________ describes the order in which each promotional tool is introduced and the frequency of its use during a campaign.
A. perceptual map
B. efficiency matrix
C. sensitivity analysis
D. promotion to sales ratio
E. promotion schedule
174.
The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as
A. direct order consignment.
B. lead generation.
C. traffic generation.
D. indirect order fulfillment.
E. first-mover advantage.
175.
A paid advertisement for the Texas Department of Economic Development—Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state's website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was
A. direct order fulfillment.
B. to make a public service announcement.
C. indirect order generation.
D. lead generation.
E. digital communication.
176.
A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as
A. sales promotion.
B. publicity.
C. advertising.
D. direct marketing.
E. mass communication.
177.
Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. She went to the antique mall the next day to consider buying an antique lamp. With respect to Pauline, the postcard from the antique mall was a form of direct marketing used to
A. generate direct orders.
B. generate leads.
C. create awareness.
D. generate traffic.
E. create a new image.
178.
Percentage of sales budgeting refers to
A. matching a competitor's absolute level of spending or the proportion per point of market share.
B. allocating funds to a promotion only after all other budget items are covered.
C. allocating funds to a promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold.
D. determining a firm's promotion objectives, outlining the tasks to accomplish these objectives, and determining the advertising cost of performing these tasks.
E. allocating funds to a promotion based on expected profits generated from it.
179.
Personal selling refers to
A. a customer-directed flow of communications, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale.
B. an individualized communications program specifically designed for a single customer because the item being sold is unique to that person.
C. a mass selling approach that has been tailored to meet the unique needs of a target market based on age, gender, ethnicity, or occupation.
D. the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision.
E. any spoken (rather than visual or print) attempt to promote a product for the purpose of making a sale.
180.
Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?
A. introduction
B. growth
C. maturity
D. accelerated development
E. early growth
181.
Pharmaceutical companies now spend more than $3.8 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.
A. consumer integrated
B. doctor cohort
C. informational DVD
D. direct-to-consumer
E. customized on-line
182.
The practice of __________ is common among college students.
A. media multitasking
B. Internet addiction
C. creating YouTube videos
D. focused singletasking
E. receiving direct-response mobile calls
183.
Press conferences and image management are tools used by a firm's __________ department.
A. advertising
B. sales promotion
C. direct marketing
D. public relations
E. personal selling
184.
The process of conveying a message to others that requires six elements—a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding—is referred to as
A. exchange.
B. dialogue.
C. communication.
D. advertising.
E. feedback.
185.
The process of having the receiver take a set of symbols, the message, and transform them into an idea during the communication process is referred to as
A. decoding.
B. encoding.
C. integrating.
D. back translation.
E. transformation.
186.
The process of having the sender transform an idea into a set of symbols during the communication process is referred to as
A. decoding.
B. encrypting.
C. message formation.
D. advertising.
E. encoding.
187.
Procter & Gamble Co. created an advertisement for its Old Spice Red Zone Swagger antiperspirant. In terms of the communication process, the __________ in the ad informed prospective customers that the antiperspirant offered more protection than the Old Spice High Endurance brand.
A. lesson
B. message
C. meme
D. source
E. feedback
188.
Procter & Gamble created an advertisement for its High Endurance men's antiperspirant. In terms of the communication process, the __________ of the information in the product's advertisement is Procter & Gamble, its manufacturer.
A. receiver
B. source
C. essence
D. decoder
E. communication channel
189.
Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage boys who don't watch much TV. P&G did grassroots marketing including handing out samples at skateboarding events and sponsoring a contest for the "high-school football player of the year." P&G emphasized which promotional element in this example?
A. sales promotion
B. advertising
C. personal selling
D. public relations
E. word of mouth
190.
A product characteristic known as __________ is relevant to promotional mix decisions and has financial, social, and physical components.
A. risk
B. complexity
C. ancillary services
D. empathy
E. synergy
191.
A product characteristic known as __________ refers to the technical sophistication of the product and the amount of understanding required to use it.
A. user-friendliness
B. risk
C. complexity
D. ancillary service
E. accessibility
192.
The promotional mix can be used to (1) inform prospective buyers about the benefits of the product, (2) __________, and (3) remind them later about the benefits they enjoyed by using the product.
A. explain how to use the product
B. persuade them to try it
C. inform customers of complementary offerings
D. inform customers of pricing changes
E. lure customers away from competitors' products
193.
The promotional mix can be used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) __________.
A. explain how to use the product
B. inform customers of complementary offerings
C. remind them later about the benefits they enjoyed by using the product
D. inform customers of pricing changes
E. lure customers away from competitors' products
194.
The promotional mix includes advertising, personal selling, __________, public relations, and direct marketing.
A. publicity
B. infomercials
C. merchandising
D. word-of-mouth
E. sales promotion
195.
The promotional mix includes advertising, personal selling, sales promotion, __________, and direct marketing.
A. public relations
B. infomercials
C. merchandising
D. word-of-mouth
E. publicity
196.
The promotional mix includes advertising, personal selling, sales promotion, public relations, and
A. relationship selling.
B. direct selling.
C. merchandising.
D. word of mouth.
E. direct marketing.
197.
The promotional mix includes advertising, __________, sales promotion, public relations, and direct marketing.
A. publicity
B. personal selling
C. merchandising
D. branding
E. people
198.
The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing.
A. publicity
B. infomercials
C. advertising
D. risk-free trials
E. word-of-mouth
199.
Promotional mix refers to
A. the three underlying appeals used that make promotions effective: sex appeal, humor appeal, and fear appeal.
B. the combination of both paid and nonpaid marketing tools used to promote product interest.
C. the set of promotional tools designed to motivate prospective buyers to purchase products and services: awareness, interest, evaluation, trial, and adoption.
D. the composition of the objectives of the promotion: to inform, to persuade, to remind, and to phase out.
E. the combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product.
200.
The promotional objective of the decline stage of the product life cycle is to
A. inform.
B. persuade.
C. compare.
D. remind.
E. phase out.
201.
The promotional objective of the growth stage of the product life cycle is to __________ consumers.
A. inform
B. remind
C. update
D. persuade
E. sway
202.
The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.
A. inform
B. persuade
C. appeal to
D. remind
E. sway
203.
The promotional objective of the maturity stage of the product life cycle is to
A. inform.
B. persuade.
C. remind.
D. sway.
E. convince.
204.
Promotional programs are directed at all of the following except
A. the industrial distributor.
B. the wholesaler.
C. the competition.
D. the retailer.
E. the ultimate consumer.
205.
Promotional programs are specifically directed toward a group of prospective buyers, or
A. a source.
B. a diffuser.
C. an encoder.
D. a target audience.
E. a particular media.
206.
A promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet is referred to as
A. personal selling.
B. sales promotion.
C. publicity.
D. advertising.
E. direct marketing.
207.
Promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, be measurable, and
A. contain some element of appeal, such as sex, fear, or humor.
B. be profitable.
C. stay within clearly defined budgetary constraints.
D. cover a specified time period.
E. retain some degree of flexibility.
208.
Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and
A. unique in character.
B. appealing.
C. be designed for a well-defined target audience.
D. repeatable.
E. creative.
209.
Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, personal selling, sales promotion, public relations, and
A. people.
B. merchandising.
C. direct marketing.
D. social media.
E. branding.
210.
Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including advertising, public relations, sales promotion, direct marketing, and
A. people.
B. merchandising.
C. social media.
D. personal selling.
E. branding.
211.
Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools, including sales promotion, public relations, personal selling, direct marketing, and
A. people.
B. advertising.
C. social media.
D. branding.
E. merchandising.
212.
The promotion-to-sales ratio can be used by managers to make year-to-year comparisons of their programs, to compare the effectiveness of their programs with competitors' programs, or to make comparisons with
A. calculated break-even points.
B. estimated return on investments.
C. promotion-to-expense ratios.
D. industry averages.
E. advertising-to-sales promotion ratios.
213.
The promotion-to-sales ratio is a(n) __________ budgeting approach.
A. competitive parity
B. all-you-can-afford
C. percentage of sales
D. objective and task
E. linear forecast
214.
The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, __________, and ancillary services.
A. relevance
B. focus
C. risk
D. meaning
E. impact
215.
The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are complexity, risk, and
A. size.
B. durability.
C. accessibility.
D. ancillary services.
E. acceptability.
216.
The proper blend of elements in the promotional mix depends on the type of product. The three specific characteristics to be considered are __________, risk, and ancillary services.
A. complexity
B. adaptability
C. durability
D. accessibility
E. acceptability
217.
The proper blend of elements in the promotion mix depends on a product's characteristics. Personal selling would most likely be used to sell
A. dog dandruff shampoo.
B. an aircraft.
C. fresh produce.
D. a bottle of soda.
E. printer paper.
218.
Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers' shopping habits should only do so
A. with new customers.
B. with consumers' consent.
C. with repeat customers.
D. when new products are being offered.
E. when competitors use cookies.
219.
A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product). The stages include awareness, interest, evaluation, trial, and adoption, and are referred to as
A. the hierarchy of effects.
B. Maslow's hierarchy.
C. the purchase decision continuum.
D. the consumer-product cycle.
E. the consumer purchasing hierarchy.
220.
Publicity refers to
A. a nonpersonal, indirectly paid presentation of an organization, product, or service.
B. a short-term inducement of value offered to arouse interest in buying a product or service.
C. methods used to get a nonpersonal, directly paid presentation of a company or its products.
D. a paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
E. a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.
221.
Public relations refers to
A. a seller-directed flow of communication, often in a face-to-face encounter, designed to promote a product with the purpose of making a sale.
B. an individualized communications program specifically designed for a single customer because the item being sold is unique to that person.
C. a mass selling approach that has been tailored to meet the more select needs of a target market based on age, gender, ethnicity, or occupation.
D. a form of communication that is intended to counteract any negative information or misinformation that has been instigated by competitors or disgruntled customers.
E. a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.
222.
A pull strategy exists if a manufacturer
A. advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
B. forces a retailer to promote its product by placing national brand ads in local newspapers.
C. directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
D. directs the promotional mix toward channel members to gain their cooperation in ordering and stocking the product.
E. directs retailers to promote one product over another to help balance fluctuations in inventory.
C. directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
223.
A push strategy exists if a manufacturer
A. advertises a great deal to its wholesalers, retailers, and ultimate consumers with the use of nationwide advertising campaigns.
B. directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
C. forces a retailer to promote its products by placing national ads in local newspapers.
D. directs its efforts in the form of advertising and sales promotions to ultimate consumers to encourage them to ask the retailer for the product.
E. directs retailers to promote one product over another to help balance fluctuations in inventory.
224.
Reminding buyers of the product's existence is the promotional objective during which stage of the product life cycle?
A. introduction
B. growth
C. accelerated development
D. early growth
E. maturity
225.
Research indicates that publicity followed by advertising with the same message
A. undermines the credibility of the first message and therefore lessons its effect.
B. increases the positive response to the message.
C. decreases the positive response to the message even if it is delivered by a well-known spokesperson.
D. is less effective than publicity followed by a sales promotion, such as a contest or product sample.
E. is no more or less effective than when used alone.
226.
A restaurant review published in the local newspaper is an example of
A. publicity.
B. sales promotion.
C. advertising.
D. direct marketing.
E. personal selling.
227.
The result of an offer designed to generate interest in a product or service and a request for additional information is referred to as
A. direct orders.
B. lead generation.
C. traffic generation.
D. indirect orders.
E. prospecting.
228.
The result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction is referred to as
A. a direct order.
B. a lead generation.
C. a traffic generation.
D. an indirect order.
E. a prospect bid.
229.
Sales from which of the following direct marketing tools is growing the fastest at 33 percent?
A. mobile direct marketing
B. social network direct marketing
C. telemarketing
D. e-mail marketing
E. direct mail marketing
230.
Sales promotion refers to
A. a short-term inducement of value offered to arouse interest in buying a product or service.
B. a single-themed IMC campaign employing multiple advertising and personal selling strategies.
C. individualized communications programs that are specifically designed with a single customer in mind because the item being sold is unique to that customer.
D. a long-term inducement of value offered to build and sustain loyal customer relationships.
E. a sequence of value inducements aimed at retaining channel members.
231.
Sales promotions cannot be the sole basis for a promotional campaign because
A. all sales promotions have legal time limit restrictions to prevent unfair trade practices.
B. gains from sales promotion are often temporary and sales drop off when it ends.
C. sales promotions are too costly and soon become a financial liability.
D. sales promotions are traditionally handled by outside firms and not the manufacturer, which often results in a significant loss of profit.
E. consumers obtain an inflated impression of a product's actual value or worth.
232.
A search engine firm is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage of its product life cycle. Which of the following options should it employ?
A. Devote 40 percent of the promotional budget to a sales promotion that supplies the public with demonstration CDs to prove the merits of its software.
B. Spend 30 percent of the budget in the effort to generate publicity for its software.
C. Use the majority of its promotional budget on advertising that focuses on brand differences.
D. Use a balanced budget and spend equally for each of the four promotional choices in an attempt to even out sales growth.
E. Encourage its tech support staff to emphasize the superiority of its software and its after-sale support.
233.
The second stage in the hierarchy of effects is
A. interest.
B. awareness.
C. involvement.
D. trial.
E. evaluation.
234.
A short-term inducement of value offered to arouse interest in buying a product or service is referred to as
A. customer incentive.
B. customer enticement.
C. free publicity.
D. sales promotion.
E. purchase incentive.
235.
A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as
A. common ground.
B. field of experience.
C. the correct abstract idea.
D. heuristics.
E. back translation.
236.
A small agrichemical laboratory with a very small marketing budget develops a seed that produces grass that grows two inches high and no higher. Which promotional element should it use to communicate its discovery?
A. advertising
B. personal selling
C. sales promotion
D. publicity
E. missionary sales
237.
A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species. However, the firm has little resources to promote the film. Which promotional element should it employ?
A. Hire a salesperson to speak to environmental groups.
B. Ask local radio and television stations to run a favorable story about the film.
C. Advertise on billboards in each local market.
D. Invite students to participate in a contest to win free tickets.
E. Send postcards to all people within a 25-mile radius of a theater showing the movie.
238.
Source refers to
A. any paid form of advertising.
B. consumers who read, hear, or see the message during the communications process.
C. a company or person who has information to convey during the communications process.
D. people with similar understanding and knowledge who are willing to share that knowledge with others.
E. a group of individuals who are willing to receive information from others.
239.
The term receivers refers to
A. only those consumers who read, hear, or see a message about a product or service and then choose to buy it.
B. consumers who read, hear, or see the message sent by a source during the communication process.
C. a firm that obtains a basic message or theme from its advertising agency and translates that vision into a usable IMC campaign.
D. promotional firms that select the best channels through which to convey advertising messages.
E. customers who read, hear, or see the message sent by a source and misinterpret or reinterpret the message to fit their individual beliefs.
240.
Throughout its history, Taco Bell has
A. developed a global citizenship style.
B. used very creative promotional activities.
C. applied a bring-it-on attitude.
D. applied an aggressive personal philosophy.
E. a just-do-it mantra.
241.
"To inform" is the promotional objective of which stage of the product life cycle?
A. early growth
B. growth
C. accelerated development
D. maturity
E. introduction
242.
"To persuade" is the promotional objective of which stage of the product life cycle?
A. early growth
B. growth
C. accelerated development
D. maturity
E. introduction
243.
"To phase out" is the promotional objective of which stage of the product life cycle?
A. decline
B. growth
C. remind
D. maturity
E. introduction
244.
To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for
A. integrated marketing cooperation.
B. interactive media convergence.
C. infrastructure of market customization.
D. integrated marketing communications.
E. integrated media convergence.
245.
"To remind" is the promotional objective of which stage of the product life cycle?
A. early growth
B. growth
C. accelerated development
D. maturity
E. introduction
246.
Traffic generation is
A. the outcome of an offer designed to motivate people to visit a business.
B. the result of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.
C. direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet.
D. the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information.
E. an increase in the amount of foot traffic in a retail establishment that coincides with a new advertising campaign.
247.
The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision is referred to as
A. sales promotion.
B. personal selling.
C. direct selling.
D. advertising.
E. public relations.
248.
An unsatisfied customer who switches brands is hard to replace. Which stage of the product life cycle is focused on maintaining loyal buyers?
A. introduction
B. maturity
C. growth
D. relationship development
E. decline
249.
Wasted coverage can be reduced by which of method of promotion?
A. sales promotion
B. public relations
C. advertising
D. public service announcements
E. personal selling
250.
What is the nature of the "paid" aspect of advertising?
A. Fees are paid for space or time in the medium.
B. Fees are paid to salespeople as either salaries or commissions.
C. Fees are paid to creative arts contributors, but there is no direct payment to media.
D. There is a wide range of fees paid depending upon the promotion selected.
E. The primary costs are now associated with communication through mail, telephone, or the Internet.
251.
What stage of the product life cycle spends little money in the promotional mix?
A. decline
B. maturity
C. growth
D. introduction
E. reminder
252.
When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA), the calling company is using
A. advertising.
B. personal selling.
C. sales promotion.
D. public relations.
E. publicity.
253.
When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using __________ strategy.
A. a push
B. a pull
C. an inertia
D. an exclusivity
E. a logistics
254.
When an English speaker reads the KFC slogan "Finger-lickin' good!" he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese speaker interprets the same words as "eat your fingers off!" The different interpretations of the ad are primarily due to differing
A. product consumption behaviors.
B. fields of experience.
C. channels of communication.
D. educational systems.
E. advertising appeals.
255.
When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in
A. primary sales.
B. sales promotion.
C. public relations.
D. personal selling.
E. coercive selling.
256.
When Procter & Gamble bought the Old Spice brand in 1990, it planned to transform the old, stagnating brand into a men's "personal-care powerhouse." The ads that P&G developed shed the older-man image and now appeal to 18- to 34-year-olds. In terms of the communication process, P&G had to __________ its idea to create the message shown to the new target market.
A. respond
B. discuss
C. decode
D. encode
E. feedback
257.
When Sears places a multiple-page booklet in the local newspaper about its President's Day sale, it is using which element of the promotional mix?
A. advertising
B. sales promotion
C. publicity
D. personal selling
E. direct marketing
258.
When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you are being influenced primarily by which promotional element?
A. advertising
B. sales promotion
C. public relations
D. publicity
E. personal selling
259.
Which method of promotion budgeting would most likely be used by small businesses?
A. all-you-can-afford budgeting
B. percentage of sales budgeting
C. competitive parity budgeting
D. objective and task budgeting
E. linear forecast budgeting
260.
Which of the following companies had the largest promotional expenditures (advertising plus all other promotions) according to Figure 17-7 in the textbook?
A. General Motors
B. AT&T
C. Johnson & Johnson
D. Procter & Gamble (P&G)
E. Walmart
261.
Which of the following forms of direct marketing has the highest business expenditures?
A. e-mail
B. direct mail
C. paid search
D. telemarketing
E. advertising
262.
Which of the following forms of direct marketing has the highest response rate?
A. direct mail
B. e-mail
C. paid search
D. telemarketing
E. advertising
263.
Which of the following forms of direct marketing has the lowest business expenditures?
A. direct mail
B. e-mail
C. telemarketing
D. paid search
E. advertising
264.
Which of the following forms of direct marketing has the lowest response rate?
A. direct mail
B. e-mail
C. paid search
D. telemarketing
E. advertising
265.
Which of the following is a strength of advertising?
A. Advertising provides immediate feedback.
B. Advertising can deliver complex information.
C. Advertising can create messages quickly.
D. Advertising is an efficient means for reaching large numbers of people.
E. Advertising is often the most credible source of information for consumers.
266.
Which of the following is a strength of direct marketing?
A. Direct marketing can be adapted quickly to facilitate customer relationships.
B. Direct marketing is often the most credible source in the consumer's mind.
C. Direct marketing can provide complex information.
D. Direct marketing can quickly stimulate and maintain market share.
E. Direct marketing is a low-cost means of reaching the target market.
267.
Which of the following is a strength of personal selling?
A. Personal selling can provide the target audience with complex information.
B. Personal selling has low seller involvement.
C. Personal selling can prepare messages quickly.
D. Personal selling is an efficient means for reaching large numbers of people.
E. Personal selling is often the most credible source in the consumer's mind.
268.
Which of the following is a strength of publicity?
A. Publicity can receive immediate feedback.
B. Publicity can provide the target audience with complex information.
C. Publicity can prepare messages quickly.
D. Publicity is an efficient means for reaching large numbers of people.
E. Publicity is often the most credible source in the consumer's mind.
269.
Which of the following is a weakness of advertising?
A. It entails extremely high expense per exposure.
B. It is difficult to get media cooperation.
C. It entails high absolute costs.
D. It is easily duplicated.
E. It can easily lead to promotion wars.
270.
Which of the following is a weakness of direct marketing?
A. Direct marketing is a low-cost means of reaching the target market.
B. Messages with direct marketing may differ between direct mailings, confusing the target market.
C. Direct marketing is expensive and time consuming to develop and maintain a database.
D. Direct marketing is difficult to get media cooperation.
E. Direct marketing can lead to promotion wars.
271.
Which of the following is a weakness of direct marketing?
A. high absolute costs
B. declining customer response rates
C. inconsistent messages from salespeople
D. difficult to get media cooperation
E. easily duplicated and can easily lead to promotion wars
272.
Which of the following is a weakness of personal selling?
A. It can be difficult to receive good feedback with personal selling.
B. It can be difficult to get media cooperation.
C. Messages may differ between salespeople.
D. Personal selling can be easily duplicated.
E. Personal selling can easily lead to promotion wars.
273.
Which of the following is a weakness of publicity?
A. Publicity has high absolute costs.
B. Publicity is difficult to receive good feedback.
C. Publicity is easily duplicated.
D. There is a lack of user control over publicity.
E. Publicity can easily lead to promotion wars.
274.
Which of the following is not essential to engage today's customers using social media promotions?
A. Encourage and respond to comments and feedback, both positive and negative.
B. Create sweepstakes, contests, and deals that reward current and new customers.
C. Post relevant content about the benefits and uses of the product.
D. Send out a product sample to everyone who "likes" and "follows" the brand.
E. Supplement text with photos and videos.
275.
Which of the following is the best approach to promotion budgeting?
A. objective and task budgeting
B. percentage of sales budgeting
C. competitive parity budgeting
D. all-you-can-afford budgeting
E. linear forecast budgeting
276.
Which of the following messages represents a potential communication error?
A. "Once in-a-lifetime offer!"
B. "Buy one, get one free!"
C. "Can't read? Let us help. Free literacy classes."
D. "Great part-time job opportunity; transportation required."
E. "Two bottled waters for $3.00 or $1.75 apiece."
277.
Which of the following statements about advertising is most accurate?
A. Advertisers have limited control as to when and how often their advertisements will be placed.
B. A key advantage of advertising is its ability to use customized interactions.
C. Advertisers have very limited control over what it can say due to FCC regulations.
D. Advertising is the least costly form of promotion because ads go through significant pretesting.
E. Through advertising, a company can control what it says and, to some extent, to whom the message is sent.
278.
Which of the following statements about advertising is most accurate?
A. Advertising can communicate specific product benefits to prospective buyers.
B. Advertising has limited control as to when and where an advertisement will be used.
C. A key advantage of advertising is its ability to use customized interactions.
D. Advertising can be a very effective attention-getter, especially for new products, but has little impact for repeat purchases.
E. Advertising is one of the least costly forms of promotion because it reaches a mass market.
279.
Which of the following statements about advertising is most accurate?
A. Advertising has limited control as to when and where an advertisement will be used.
B. Advertising allows a firm to reach a mass market.
C. A key advantage of advertising is its ability to use customized interactions.
D. Advertising can be a very effective attention-getter, especially for new products, but has little impact for repeat buys.
E. Advertising is one of the least costly forms of promotion because it reaches a pretested market.
280.
Which of the following statements about executing and evaluating the promotion program is most accurate?
A. Although there are five elements in the promotional mix, the only element that really benefits from an IMC audit is advertising.
B. Most IMC programs have no difficulty creating a pretest, but posttests are much more difficult to construct since a number of unknown elements must be measured.
C. To fully benefit from IMC programs, companies must create and maintain a test-result database that allows comparisons of the relative impact of the promotional tools and their execution options in varying situations.
D. The ideal IMC program does not need any evaluation if it is executed according to plan.
E. The most effective IMC audits are external. Internal audits tend to bias the results in the favor of the marketing staff's expectations.
281.
Which of the following statements describes a disadvantage associated with personal selling?
A. Presentations often provide little opportunity for consumer feedback.
B. Personal selling permits too much wasted coverage.
C. There may be inconsistency in the presentation of the message from one salesperson to another.
D. A salesperson cannot control to whom a presentation is made.
E. Personal selling is subject to extensive federal, state, and company regulation.
282.
Which of the following statements describes a key difference between advertising and publicity?
A. Publicity is more expensive on a cost-per-contact basis than advertising.
B. Publicity is usually directly paid, and advertising is usually indirectly paid.
C. Advertising is usually directly paid, and publicity is usually indirectly paid.
D. Advertising provides an immediate feedback loop, and publicity does not.
E. A firm using publicity has less control over it than advertising.
283.
Which of the following statements describes a key difference between advertising and public relations?
A. Public relations is more expensive on a cost-per-contact basis than advertising.
B. Public relations is usually directly paid while advertising is usually indirectly paid.
C. Advertising is usually directly paid while public relations is usually indirectly paid.
D. Advertising provides an immediate feedback loop while public relations does not.
E. Public relations always has a much greater reach than advertising.
C. Advertising is usually directly paid while public relations is usually indirectly paid.
284.
Which of the following statements regarding direct marketing is most accurate?
A. Direct marketing now allows customers to shop 32 hours a day, seven days a week.
B. Although direct marketing usually saves customers time, it does not usually save customers money.
C. Although direct marketing can save consumers time and money, the process is labor intensive and not very much fun.
D. Many customers believe direct marketing provides excellent customer service.
E. Direct customers feel that their privacy is more likely to be compromised with direct marketing than with other methods.
D. Many customers believe direct marketing provides excellent customer service.
285.
Which of the following statements regarding the promotional mix is most accurate?
A. For maximum impact, funding for promotions should be equally divided among the five elements of the promotional mix.
B. The promotional mix can be influenced by the target audience for the promotion, the stage of the product's life cycle, the characteristics of the product, the decision stage of the buyer, and the channel of distribution.
C. Regardless of which other elements are selected, advertising must be included in every promotional decision in order for an IMC campaign to be successful.
D. Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best what to do for his or her own specialty.
E. It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own.
286.
Which of the following steps in the objective and task approach to promotion budgeting must be done correctly in order for any of the others to have the proper effect?
A. Accurately estimate costs of tasks.
B. Identify appropriate promotion objectives.
C. Accurately identify each promotion budget cost item that constitutes each separate promotion task.
D. Perform the promotion tasks as intended.
E. Accurately estimate what tasks will accomplish each promotion objective.
287.
Which of the following types of promotion uses customized interaction?
A. advertising
B. direct marketing
C. public relations
D. sales promotion
E. publicity
288.
Which of the following types of promotion uses customized interaction?
A. advertising
B. public relations
C. sales promotion
D. personal selling
E. publicity
289.
Which of the following weaknesses is associated with sales promotions?
A. high absolute costs
B. messages differ between the sales promotion tools
C. difficult to get media cooperation
D. can easily lead to promotion wars
E. effectiveness diminishes when used continuously
290.
Which of the following would be least likely to be used for mass selling?
A. advertising
B. public relations
C. sales promotion
D. publicity
E. personal selling
291.
Which of these promotional elements has the highest cost per contact or exposure?
A. advertising
B. personal selling
C. sales promotion
D. publicity
E. public service announcements
292.
Which promotional element is particularly important to business buyers?
A. public relations
B. publicity
C. sales promotion
D. rebates
E. personal selling
293.
Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?
A. advertising
B. sales promotion
C. publicity
D. personal selling
E. direct marketing
294.
Which promotional mix alternative has the advantage of allowing the seller to see and/or hear the potential buyer's reaction to the message?
A. advertising
B. personal selling
C. public relations
D. sales promotion
E. publicity
295.
Which stage of the product life cycle is usually a period of phase-out for the product, when little money is spent in the promotional mix?
A. introduction
B. growth
C. maturity
D. decline
E. termination
296.
With many industrial products and consumer purchases, ancillary services are an important consideration in selecting the promotional mix. The role of __________ can be used to describe how a product or service can be customized to individual needs. However, __________ is essential for building buyer confidence and providing evidence of customer service.
A. direct marketing; personal selling
B. personal selling; direct marketing
C. advertising; personal selling
D. sales promotion; advertising
E. public relations; direct marketing
297.
With many industrial products and consumer purchases, ancillary services are an important consideration in selecting the promotional mix. The role of __________ is important to establish the seller's reputation. However, __________ is essential for building buyer confidence and providing evidence of customer service.
A. direct marketing; personal selling
B. personal selling; direct marketing
C. advertising; personal selling
D. sales promotion; advertising
E. public relations; direct marketing
298.
With respect to a product for which a promotional mix is being developed, risk
A. refers to the degree of service or support required after the sale.
B. refers to the technical sophistication of the product and hence the amount of understanding required to use it.
C. in a product means there should be less emphasis on personal selling.
D. can be assessed in terms of financial, social, and physical aspects.
E. is irrelevant.
299.
With respect to a product's characteristics, complexity refers to
A. the degree of service or support required after the sale.
B. the assessment of financial risk, social risk, and physical risk.
C. the number of component parts used in the construction of the original products: the more parts, the more complex the product.
D. the number of distinct product attributes in terms of color, size, form, and function.
E. the technical sophistication of the product and the amount of understanding required to use it.
The revolutionary new __________ resembles a pair of eyeglasses that has both the capability for voice recognition and a small screen capable of displaying information that may help wearers with their shopping experiences as they engage in the purchase decision process.
A. Apple iWatch
B. Facebook Vision
C. EyeTap Goggles
D. Google Glass
E. Foursquare's FourEyes
The overlay of sound, video, and graphics with the real-world environment creates what type of reality for wearers of these new Google Glass digital eyeglasses?
A. virtual
B. cognitive
C. augmented
D. apparent
E. ultimate
All of the following are examples of marketers developing products and services that use augmented reality EXCEPT:
A.
clothing retailers allow consumers to take pictures of themselves and then superimpose images of clothing on them.
B.
IBM created an app that enables smartphone users to take a picture of a product they are interested in, then displaying information about that item on the screen based on their preferences (price, nutritional value, etc.).
C. IKEA's new catalog allows consumer to access 3D models and videos through a tablet image recognition app.
D.
Aurasma has developed pattern recognition software that can identify real-world objects, which then activates animations for consumers to view.
E.
Apple's iTV allows viewers to take a picture or video of themselves and then places it in an online, holographic reality TV programs, such as Survivor.
All activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family, or household use are referred to as __________.
A. manufacturing
B. retailing
C. wholesaling
D. facilitating
E. logistics
Retailing refers to all activities involved in the
A.
selling, renting, and providing of products and services to ultimate consumers for personal, family, or household use.
B. selling of tangible products to ultimate consumers for personal, family, or household use.
C. selling of tangible products to ultimate consumers for personal, household, or industrial use.
D.
selling, renting, leasing, or reselling of products and services to ultimate consumers or small industrial users.
E. selling, renting, and providing of products and services without retaining the title to these offerings.
Retailing is an important marketing activity. Not only do producers and consumers meet through retailing actions, but retailing also creates __________.
A. the nation's largest source of tax revenues
B. the largest source of charitable contributions
C. limited utilities for consumers
D. customer value
E. a sense of community
The __________ provided by retailers create value for consumers.
A. utilities
B. wholesaling functions
C. outsourcing
D. profits
E. synergies
The four utilities offered to consumers through retailing are
A. convenience, performance, possession, and form.
B. time, place, possession, and form.
C. product, price, place, and promotion.
D. people, productivity, process, and physical environment.
E. convenience, consistency, competition, and choice.
Wells Fargo is one of the best-run banks in the United States. It reaches retail customers through 9,000 stores, a worldwide network of 12,000 ATMs, and its online banking service. Which utility does Wells Fargo best provide?
A. time
B. possession
C. place
D. form
E. performance
Enterprise car rental agency differentiates itself from other similar agencies by providing a delivery service. This delivery service is particularly valuable to someone who has been left stranded without transportation. By making it easy to rent temporary transportation, Enterprise is emphasizing which utility?
A. form
B. product
C. service
D. possession
E. convenience
CarMax dealers have adopted a "no-hassle, no-haggle" sales policy that eliminates the need for negotiating. Instead, all customers are offered the same price. Test drives, financing, trade-ins, and leasing are all offered to encourage customers to purchase a car. Which utility does CarMax best provide?
A. product
B. form
C. convenience
D. service
E. possession
Albertson's Supermarket accepts debit and credit cards as well as cash and checks for purchases. Its acceptance of various forms of payment provides its customers with __________ utility.
A. time
B. place
C. possession
D. form
E. public
A restaurant that offers food made exactly to each customer's preference is providing __________ utility.
A. time
B. place
C. possession
D. form
E. process
The ability to shop over the Internet 24 hours a day, 7 days a week provides consumers with __________ utility.
A. form
B. time
C. convenience
D. possession
E. performance
At the Christmas Tree Shop, customers can shop for Christmas gifts at any time of year. What type of utility primarily does this store provide for its customers?
A. place and conformance
B. possession and form
C. form
D. performance
E. time
The Sports Authority is a sporting goods superstore that provides year-round inventory of equipment for just about any sport you can name. Even during the off season, equipment for seasonal sports is available at the Sports Authority. Which utility does the Sports Authority best provide?
A. time
B. convenience
C. possession
D. form
E. performance
Four of the 40 largest businesses in the United States are retailers - Walmart, Costco, Home Depot, and __________.
A. Sears
B. Target
C. Best Buy
D. JCPenney
E. Bloomingdale
Which of the following is one of the largest retailers in the United States?
A. Hallmark
B. Procter and Gamble
C. Merck
D. Home Depot
E. Johnson and Johnson
Walmart's $469 billion in sales in 2012 surpassed the gross domestic product of all but __________ countries for that same year.
A. 5
B. 12
C. 18
D. 29
E. 55
Outside the United States, large retailers include __________ in Japan, Carrefour in France, Metro Group in Germany, and Tesco in Britain.
A. Aeon
B. Toshei
C. Seebi
D. Goshen
E. Toshi
Aeon, Carrefour, Tesco, and Metro Group are
A. sizeable wholesalers that handle products for the world's largest retailers.
B. new Internet start-ups that have the potential to impact the U.S. economy.
C. large retailers outside of the United States.
D. large distributors of business products.
E. historically important companies that developed consumer selling systems, though none still exist today.
One way to assess the importance of retailing to the U.S. and global economies is to measure the
A. price asked for any one item.
B. cost of goods sold.
C. net return on capital.
D. annual sales of retailers.
E. progress towards eliminating of global boundaries.
One way to assess the importance of retailing to the U.S. and global economies is to measure the
A. price asked for any one item.
B. cost of goods sold.
C. people employed in retailing.
D. net return on capital.
E. progress towards eliminating of global boundaries.
There are three key methods of classifying retail operations. These include:
A. method of operation, revenues generated, and merchandise line.
B. form of ownership, method of operation, and merchandise line.
C. form of ownership, level of service, and merchandise line.
D. level of service, merchandise line, and revenues generated.
E. merchandise line, form of ownership, and revenues generated.
Which of the following is a commonly used method of classifying retail outlets?
A. service versus product
B. form of ownership
C. proportion of national versus private label brands carried
D. revenues generated
E. profitability
The __________ distinguishes retail outlets based on whether independent retailers, corporate chains, or contractual systems own the outlet.
A. wheel of retailing
B. service level
C. merchandise line
D. product assortment
E. form of ownership
One method of classification for retailers describes whether an organization is self-, limited-, or full-__________.
A. involvement
B. assortment
C. management
D. service
E. ownership
Three __________ are provided by retailers: self-, limited-, and full-service.
A. levels of distribution
B. levels of involvement
C. levels of service
D. levels of production
E. levels of merchandise lines
Level of service is used to classify retailers. Three levels of service are: __________-, limited-, and full-service retailers.
A. self
B. non
C. minimal
D. fair
E. upon request
A method of classification that describes how many different types of products a retailer carries and in what assortment is referred to as a __________.
A. product mix
B. service level
C. product variety
D. store composition
E. merchandise line
Retailers may decide to pursue a third-party environmental certification because consumers want to purchase products from those retailers that have similar __________.
A. offerings
B. ideologies
C. risk tolerance
D. locations
E. pricing strategies
__________ provides third-party certification and offers guidance for retailers implementing new environmentally sound practices.
A. The Environmental Protection Agency
B. The U.S. Chamber of Commerce - Environmental Division
C. Green Cross International
D. U.S. Green Retail Association
E. Leadership in Energy and Environmental Design (LEED)
When Home Depot switched its in-store light fixture displays to compact fluorescent light and LED light bulbs, painted the roofs of its stores white, and installed solar panels, it reduced its energy use by __________ percent.
A. 5
B. 10
C. 15
D. 20
E. 25
Walmart reduced waste in packaging by 3,500 tons by __________.
A. purchasing more merchandise from U.S. manufacturers
B. requiring its toy suppliers to trim one square inch of packaging from their lines
C. shipping with airline carriers which provide superior handline
D. identifying products that can be shipped without packaging materials
E. using natural gas-powered delivery vehicles that reduce emissions
There are three general forms of retail ownership: contractual system, corporate chain, and __________.
A. dual ownership
B. industry consortium
C. retailing cooperative
D. independent retailer
E. multi-national cartel
There are three general forms of retail ownership: contractual system, independent retailer, and __________.
A. dual ownership
B. industry consortium
C. retailing cooperative
D. multi-national cartel
E. corporate chain
There are three general forms of retail ownership: independent retailer, corporate chain, and __________.
A. dual ownership
B. industry consortium
C. retailing cooperative
D. contractual system
E. multi-national cartel
One of the most common forms of retail ownership is the __________ owned by a person.
A. corporate chain
B. consumer cooperative
C. contractual system
D. independent retailer
E. administered system
Independent retailers account for most of the __________ retail establishments in the United States.
A. 50,000
B. 90,000
C. 500,000
D. 900,000
E. 1.1 million
Most of the 3.7 million retail establishments in the United States, including hardware stores, convenience stores, clothing stores, and electronics stores, are considered __________.
A. corporate chains
B. contractual systems
C. independent retailers
D. conglomerate
E. multinationals
Which form of retail outlet would most likely offer customers convenience, quality personal service, and lifestyle compatibility?
A. corporate chain
B. independent retailer
C. administered system
D. contractual system
E. sole incorporation
Your neighborhood dry cleaner or florist is likely to be categorized as an independent retailer. This means it is owned by a(n) __________.
A. individual
B. conglomerate
C. consortium
D. chain
E. cooperative
In retailing, a form of ownership that involves multiple outlets under common ownership is referred to as a(n)
A. corporate chain.
B. consumer cooperative.
C. contractual system.
D. independent retailer.
E. administered system.
Bloomingdale's stores are part of the Macy's __________.
A. corporate chain
B. consumer cooperative
C. contractual system
D. retail conglomerate
E. administered system
Which of the following statements regarding corporate chains is most accurate?
A.
Corporate chains cannot bargain with a manufacturer to obtain product volume discounts due to federal anticompetitive legislation.
B
.
Corporate chains generally own most if not all of their suppliers, a practice known as forward integration, so they can save distribution costs.
C.
Consumers have fewer choices in merchandise since all buying decisions are made by a decentralized buying committee.
D.
Corporate chains offer the least benefit to consumers since they are the farthest removed from the ultimate consumer.
E. Corporate chains are multiple outlets under common ownership.
Consumers benefit in dealing with retail corporate chains because
A. corporate chains have more experience than other forms of retailers.
B.
they can own stock in the same company where they shop since corporate chain stock must be publicly-traded.
C
.
the latter can bargain with a manufacturer to obtain product volume discounts on orders, which can be passed on to consumers in terms of lower prices.
D. there are multiple outlets, each with its own varied merchandise and different management policies.
E. merchandise is arranged and displayed by professional designers making their shopping experience less stressful.
Consumers benefit in dealing with retail corporate chains because
A. corporate chains have more experience than other forms of retailers.
B.
they can own stock in the same company where they shop since corporate chain stock must be publicly-traded.
C. they can establish a credit history more easily than with other forms of retailers.
D. there are multiple outlets with similar merchandise and consistent management policies.
E. they have less stress in making decisions since merchandise is arranged and displayed by professional designers.
The acronym RFID stands for
A. retail franchise identification designation.
B. required financial identification.
C. radar frequency identification.
D. radio frequency identification.
E. retail federation of independent department stores.
Walmart has developed a sophisticated inventory management and cost control system that allows rapid price changes for each product in the store. The firm also uses technologies such as __________ to improve the quality of information available about products.
A. radio frequency identification
B. encapsulation techniques
C. bar code scanners
D. nanotechnology
E. cookies
Independently owned stores that band together to act like a chain are referred to as __________.
A. corporate chains
B. cooperative marketing systems
C. contractual systems
D. regional shopping centers
E. self-service systems
The three basic types of contractual systems are:
A. retailer-sponsored cooperatives, wholesaler-sponsored voluntary chains, and franchises.
B. dual ownership agreements, industry consortiums, and non-binding cooperatives.
C. wholesaler-sponsored voluntary chains, non-binding cooperatives, and franchises.
D. dual ownership agreements, industry consortiums, and multi-national cartels.
E. non-binding, binding, and in perpetuity.
One way neighborhood grocers can take advantage of volume discounts commonly available to corporate chains is to
A. purchase a franchise membership.
B. become a subsidiary of a larger supermarket chain like Kroger.
C.
join a professional merchant association and hire food brokers to negotiate lower prices for produce and dry goods.
D. create a grocery networking system to exchange coupon vouchers.
E. participate in a retailer-sponsored cooperative with other independent grocers.
Neighborhood grocers that ban together with several other independent grocers who all agree to buy their goods directly from food manufacturers is a(n)
A. retailer-sponsored cooperative.
B. consortium system.
C. administrative system.
D. conglomerate system.
E. collaborate chain.
Which method of classifying retail outlets would be most appropriate for describing franchise operations?
A. form of ownership
B. level of service
C. merchandise line
D. method of operation
E. revenues generated
Franchising is a type of __________.
A. administered system
B. contractual system
C. vertically integrated chain
D. retail-sponsored cooperative
E. corporate system
In a(n) __________, an individual or firm contracts with a parent company to set up a business or retail outlet.
A. administered system
B. vertically integrated chain
C. retail-sponsored cooperative
D. franchise system
E. corporate system
For what type of contractual system does a parent company provide assistance in selecting the location, setting up the store or facility, advertising, and training personnel?
A. administered system
B. conglomerate system
C. franchise system
D. vertical integrated system
E. retail-sponsored cooperative
As a franchisor, Radio Shack would assist a franchisee in selecting the store location, setting up the store, advertising, and __________.
A. developing the marketing program
B. training personnel
C. offering performance bonuses
D. ordering and restocking inventory
E. paying insurance and legal fees
There are two general types of franchises:
A. product-format franchises and distribution franchises.
B. business-format franchises and manufacturing franchises.
C. venture franchises and general service franchises.
D. manufacturing franchises and venture franchises.
E. business-format franchises and product-distribution franchises.
There are two general types of franchises: business-format franchises and __________ franchises.
A. product-distribution
B. general service
C. manufacturing
D. distribution
E. venture
A franchise where the franchisor provides step-by-step procedures for most aspects of the business is known as a
A. business-format franchise.
B. product-distribution franchise.
C. business franchise venture.
D. manufacturing franchise.
E. general service franchise.
McDonald's, Radio Shack, and Subway are examples of __________.
A. product-distribution franchises
B. corporate franchise ventures
C. business-format franchises
D. manufacturing franchises
E. general service franchise
As a business format franchisor, McDonald's provides step-by-step procedures for most aspects of the business and
A. provides an accounting system to pay the franchisee bills promptly.
B. shops for the best food values.
C. maintains the property.
D. guidelines for the most likely decisions a franchisee will face.
E. disciplines dishonest employees.
7-11 is a popular
A. business-format franchise
B. product-distribution franchise
C. operations franchise venture
D. manufacturing franchise
E. general service franchise
Compared to the business-format franchise, the franchisor provides a few general guidelines to the franchisee in a
A. corporate chain franchise.
B. manufacturing franchise.
C. product-distribution franchise.
D. general service franchise.
E. business franchise venture.
Ford dealerships represent which type of franchise?
A. business-format franchise
B. manufacturing franchise
C. general service franchise
D. product-distribution franchise
E. business franchise venture
By selling franchises, an organization __________ the cost of expansion and __________ its control compared to other growth options.
A. increases; increases
B. increases; reduces
C. reduces; increases
D. increases; retains almost all
E. reduces; reduces
The three commonly used terms to describe levels of service are
A. self-service, limited-service, and full-service.
B. retailer-service, sales-service, and customer-service.
C. self-service, automated-service, and online-service.
D. limited-service, full-service, and automated-service.
E. wholesaler-service, retailer-service, and customer-service.
The level of service that requires that the customers themselves to perform many functions during the purchase process is __________.
A. non-service
B. limited-service
C. self-service
D. reduced-service
E. automated-service
Warehouse clubs and grocery stores that require customers to scan and bag their own items provide what level of retail service?
A. non-service
B. limited-service
C. reduced-service
D. self-service
E. automated-service
Many airlines now have terminals that allow you to check yourself in for your flight electronically upon your arrival at the airport. This is an example of what level of service?
A. limited-service
B. non-service
C. reduced-service
D. restricted-service
E. self-service
Redbox (see photo above) provides video rental without a single clerk. What level of service does this retailer offer?
A. limited-service
B. non-service
C. reduced-service
D. self-service
E. restricted-service
All of the following retailers provide self-service to their customers EXCEPT:
A. Marley Coffee.
B. Shop24.
C. Target.
D. Redbox.
E. Costco.
General merchandise stores such as Walmart, Kmart, and Target are usually considered __________ retailers.
A. exclusive-service
B. minimal-service
C. self-service
D. full-service
E. limited-service
Outlets where customers are responsible for most shopping activities, although salespeople are available in some departments, would be classified as __________ retail outlets.
A. limited-service
B. reduced-service
C. minimal-service
D. self-service
E. full-service
Loehmann's is an upscale, off-price specialty retailer that sells name-brand designer fashions. A few salespeople are around to help in select places, but customers are basically on their own to find what they need and bring it to checkout. Loehmann's provides its consumers with
A. full-service.
B. limited service.
C. self-service.
D. restricted service.
E. functional service.
Target recently introduced its Target REDcard, where cardholders receive 5% back for each purchase. Target also allows customers to return merchandise within 30 days but does not offer alteration services. Target offers what level of service to its customers?
A. full-service
B. self-service
C. automated-service
D. limited-service
E. customized service
Most specialty stores and department stores, which provide many services to their customers, are considered to be __________.
A. exclusive-service retailers
B. limited-service retailers
C. full-service retailers
D. complete-service retailers
E. upscale-service retailers
At which level of service would the customer perform the least number of functions?
A. exclusive-service
B. minimal-service
C. self-service
D. limited-service
E. full-service
Saks Fifth Avenue is an upscale retailer that offers designer brand women's apparel, fragrances, jewelry, and leather accessories. The retailer relies on superior service to sell its products and to retain its customers. Saks Fifth Avenue would be classified as a(n) __________.
A. exclusive-service retailer
B. limited-service retailer
C. full-service retailer
D. premium-service retailer
E. complete-service retailer
Godiva Chocolatier invites consumers to stop by one of its stores for an unforgettable experience, including delectable chocolates, decorative gift collections, and unrivaled customer care. What type of retail service is Godiva offering?
A. full-service
B. exclusive-service
C. limited-service
D. self-service
E. specialty-service
Kitchen Window is a one-stop treasure trove for cooks. The locally-owned gourmet specialty store carries more than 14,000 items in stock. Its knowledgeable staff offers personalized service that will even gift-wrap your purchases free of charge. It also offers a shop for repairs should your appliances need maintenance. Kitchen Window is a __________ retailer.
A. exclusive-service
B. premium-service
C. self-service
D. limited-service
E. full-service
Williams-Sonoma is a specialty store that caters to customers who want to cook at home. It offers free cooking classes, has frequent demonstrations by cookbook authors, and has employees who are knowledgeable about food preparation. The sales staff helps customers make their selections. Williams-Sonoma is a(n) __________ retailer.
A. exclusive-service
B. full-service
C. complete-service
D. self-service
E. limited-service
Nordstrom stores typically have 50 percent more salespeople on the floor than others retailers with stores of similar sizes. Its salespeople are renowned for their professional and personalized attention to customers. Nordstrom would be considered a(n) __________.
A. exclusive-service retailer
B. limited-service retailer
C. full-service retailer
D. upscale-retailer
E. limited-domain retailer
A Woman's Place is a retail store, created and staffed by women, that offers products and services relating to maternity needs. For expectant mothers, it offers advice and personal shopping services, help with hair and/or make-up problems, and free delivery. A Woman's Place is an example of a(n) __________ retailer.
A. franchise-service
B. self-service
C. limited-service
D. full-service
E. specialty-service
Retail outlets vary by their merchandise lines, the key distinction being the __________ and __________ of the items offered to customers.
A. scope; span
B. breadth; depth
C. breadth; inventory
D. scope; inventory
E. range; span
A large assortment of each item within a product line in a store is referred to as
A. product span.
B. breadth of product line.
C. length of product line.
D. width of product line.
E. depth of product line.
Your local Hallmark retailer carries thousands of greeting cards. You can find cards for a twins birthday, from my cat to yours, and many other unique occasions. This is an example of the __________ that the Hallmark retailer carries.
A. depth of product line
B. variance of product line
C. breadth of product line
D. coverage of product line
E. scope of product line
New Balance offers shoes for men, women, and children in many sizes and foot widths. It offers running, cross training, walking, golf, and other types of shoes. This is an example of the __________ that New Balance offers to its customers through its own stores or other retailers such as Foot Locker or Sports Authority.
A. product item mix
B. depth of product line
C. versatility of product family
D. breadth of product line
E. variety of product mix
The variety of different items a store carries is referred to as the
A. retailing mix.
B. depth of product line.
C. breadth of product line.
D. width of product line.
E. length of product line.
Your local Target retailer carries a variety of different items. You can find everything ranging from socks and DVDs to baby items and groceries. This is an example of the __________ carried by Target.
A. breadth of product line
B. depth of product line
C. variety of brand extension
D. breadth of product class
E. product mix
Stores that carry a considerable assortment (depth) of a related lines of items are referred to as
A. limited-line stores.
B. general merchandise stores.
C. scrambled merchandise stores.
D. hypermarkets.
E. intertype outlets.
Sally Beauty Supply sells products for hair, skin, and nail care as well as cosmetics. It is most likely classified as which retail variation based on the considerable assortment of beauty and personal care products in carries?
A. single-line
B. full service
C. full-line
D. limited service
E. limited-line
Stores that carry tremendous depth in one primary line of merchandise are referred to as
A. hypermarkets.
B. intertype outlets.
C. limited-line stores.
D. scrambled merchandise stores.
E. single-line stores.
Victoria's Secret, a nationwide chain, carries great depth in women's lingerie, and almost no other products. Victoria's Secret is an example of a(n) __________.
A. limited-line store
B. single-line store
C. intertype outlet
D. general merchandise store
E. specialized merchandise store
Limited- and single-line stores are often referred to as __________.
A. specialty outlets
B. general merchandise stores
C. scrambled merchandise stores
D. intertype outlets
E. hypermarkets
Mike's Camera is a retailer that carries a full line of professional and amateur cameras, develops and/ or prints all types of film and digital photos, and even sells darkroom equipment. Mike's Camera is an example of a(n) __________.
A. hypermarket
B. general merchandise store
C. scrambled merchandise store
D. intertype outlet
E. specialty outlet
A retail outlet that focuses on one type of product at very competitive or discount prices and often dominates the market is referred to as a __________.
A. general merchandise store
B. value outlet
C. hypermarket
D. category killer
E. department store
Staples is a specialty discount retailer that focuses on one type of product, office supplies. Staples is an example of a
A. hypermarket.
B. superstore.
C. category killer.
D. department store.
E. general merchandise store.
Stores that carry a broad product line, with limited depth, are referred to as __________.
A. limited-line stores
B. general merchandise stores
C. scrambled merchandise stores
D. hypermarkets
E. intertype outlets
Stores like Dillard's, Macy's, and Neiman Marcus carry a wide range of different types of products but not an extensive number of items within each type. These retailers are known as __________.
A. limited-line stores
B. scrambled merchandise stores
C. hypermarkets
D. intertype outlets
E. general merchandise stores
Offering several unrelated product lines in a single store is referred to as __________.
A. intertype competition
B. multiple distribution
C. scrambled merchandising
D. a department store
E. a specialty outlet
Scrambled merchandising refers to
A.
displaying merchandise throughout a store rather than keeping all similar items together in rows on a shelf or point of purchase displays.
B. offering several unrelated product lines in a single store.
C. changing where items are displayed in a store to create customer interest to a variety of product lines.
D. offering several related product lines in multiple stores.
E. offering several related product lines in a single store.
A drugstore that sells pharmaceuticals, beauty aids, camera equipment, nonperishable groceries, and small hardware items is an example of a retailer using
A. multiple distribution channels.
B. full-service.
C. scrambled merchandising.
D. intertype competition.
E. dual channel marketing.
All of the following are forms of nonstore retailing EXCEPT:
A. direct selling.
B. television home shopping.
C. factory outlets.
D. online retailing.
E. telemarketing.
Retailing that occurs outside a retail outlet, such as through direct marketing, direct selling, and automatic vending, is referred to as __________.
A. limited-line retailing
B. nonstore retailing
C. scrambled merchandising
D. a hypermarket
E. intertype competition
Which of the following is an example of nonstore retailing?
A. hypermarkets
B. supercenters
C. shopping centers
D. vending machines
E. general merchandise stores
Vending machines are an example of __________.
A. hypermarkets
B. direct mail
C. scrambled merchandising
D. intertype competition
E. nonstore retailing
Prices in vending machines tend to be higher because
A. machines are placed in low demand/traffic areas.
B. maintenance, operating, and leasing costs are high.
C. only small unit volume items are sold.
D. customary pricing requires certain coin and currency amounts regardless of the normal retailer markup.
E. few people buy from vending machines.
The largest percentage of products sold from vending machines are __________.
A. candy and snacks
B. personal items
C. movies and videos
D. cold beverages
E. food
Which form of retailing is Best Buy now using in airports to distribute its mobile phone and computer accessories, digital cameras, flash drives, and other consumer electronics?
A. vending machines
B. salespeople with mobile carts
C. mall-scale traditional retail stores
D. salespeople wearing Best Buy uniforms with products in backpacks
E. free-standing kiosks staffed with knowledgeable sales personnel
Improvements in which form of nonstore retailing include touchscreens, credit card readers, wireless payment technology, and better energy efficiency?
A. direct mail
B. online retailing
C. television home shopping
D. telemarketing
E. automatic vending
Vending machines are no longer limited by the need for cash. In Japan, South Korea, and the Philippines, consumers use mobile phones that transmit payments to vending machines wirelessly. This is an example of how vending machines can provide which type of utility?
A. time
B. place
C. possession
D. product
E. form
Direct-mail and catalog retailing are examples of __________.
A. nonstore retailing
B. intertype retailing
C. online retailing
D. print-media retailing
E. dual retailing
All of the following are reasons direct-mail and catalog retailing are attractive except which?
A. they can create customer value by providing a fast and convenient means of making a purchase.
B. they can serve as a tool to encourage consumers to visit a website, a social media page, or even a store.
C. Their paper costs and postal rates have declined, making them less expensive to send.
D. they can eliminate the cost of a store and clerks.
E. they can improve marketing efficiency through segmentation and targeting.
An IKEA mail order catalog (see photo above) is an example of __________ retailing.
A. intrusive
B. intertype
C. scrambled
D. nonstore
E. hypermarket
Higher paper costs, increased postage rates, the growing interest in do-not-mail legislation, and concern for "green" mailings have resulted in
A. a switch to online catalogs and direct-to-customer e-mail advertisements.
B. the use of thinner, lightweight paper products.
C. a focus on specialty catalogs for market niches.
D. the banning of "junk" mail by a growing number of environmentally-concerned communities.
E. a resurgence in non-automated telemarketing.
Higher paper costs, increased postage rates, the growing interest in do-not-mail legislation, and concern for "green" mailings have resulted in
A. a switch to online catalogs and direct-to-customer e-mail advertisements.
B. a focus on proven rather than prospective customers.
C. the use of thinner, lightweight paper products.
D. the banning of "junk" mail by a growing number of environmentally-concerned communities.
E. a resurgence in non-automated telemarketing.
Usage of specialty catalogs, like those from firms like IKEA, Crate and Barrel, and L.L. Bean have been affected by all of the following factors EXCEPT:
A.
influence of larger retailers as their marketing activities have increased the number and variety of products consumers purchase through direct mail and catalogs.
B.
higher paper costs, an increase in postage rates, and the possibility of the U.S. Postal Service reducing delivery to five days a week.
C. the growing interest in do-not-mail legislation.
D. the concern for "green" mailings and catalogs.
E.
the growing influence of television home catalog shopping where consumers view the products they are interested in and then order those they want over the telephone.
The marketing managers at Omaha Steaks used airlines' databases to mail a special offer to frequent flyers. Eight weeks after shipping the steaks to the frequent flyers who responded to the offer, the company's salespeople followed up by telephoning customers to ask for new orders. This is an example of which types of nonstore retailing?
A. direct selling and telemarketing
B. direct-mail and telemarketing
C. telemarketing and online retailing
D. online retailing and direct-mail
E. direct-mail and direct selling
Jim Smith is an avid fly fisherman who lives in Deer Key, FL. For his hobby, Jim needs large rubber rafts, hip waders, special fishing rods, reels, line, and an assortment of fishing tackle and lures. There are no sporting goods stores in Deer Key, so Jim orders his fishing supplies from the L.L. Bean catalog. His supplies are generally delivered to his home within 72 hours. Jim is using a __________ to satisfy his fishing supply needs.
A. home delivery retailer
B. quick response retailer
C. direct-mail marketer
D. flexible response marketer
E. regional marketer
Currently, the three largest television home shopping programs in the United States are
A. QVC, HSN, and Evine.
B. Direct Shopper, Shop at Home, and ShopNBC.
C. ValueVision, Shop at Home, and QVC.
D. Shop America, Direct shopper, and J.S. Global.
E. Shop at Home, QVC, and HSN.
QVC is a television home shopping network. It generates sales of more than $8.6 billion from its 60 million customers by
A. restricting purchases only through its Mall of America studio.
B. broadcasting live five hours a day every weekday evening during prime time.
C. offering more than 1,150 products each week.
D. offering overstocked items from retailers at a fraction of the original cost.
E. running live podcasts and live streaming over the Internet.
Which of the following statements regarding QVC is most accurate?
A. QVC broadcasts five hours a day every weekday evening during prime time.
B. QVC reaches more than 300 million households in the U.S., U.K., Germany, Italy, China, and Japan.
C. QVC never offers the same product two days in a row.
D.
QVC sells all its items by dropping the price to less than $10.00 regardless of the product value, if it is not sold in one day.
E. QVC entices customers to stay tuned by offering free products to random callers.
In the past, television home shopping programs have attracted mostly
A. 20 to 30 year old men.
B. 30 to 40 year old women.
C. 40 to 50 year old men.
D. 40 to 60 year old women.
E. 50 to 70 year old men.
Some experts suggest that television shopping programs are becoming a modern version of __________ by combining elements of reality TV programs, talk shows, and infomercials.
A. augmented reality
B. door-to-door retailing
C. telemarketing
D. direct response wholesaling
E. indirect selling
Which type of utility is created by online shopping?
A. time
B. price
C. product
D. process
E. promotion
The term "bricks and clicks" refers to __________ and __________ respectively.
A. catalogs; websites
B. search engines; websites
C. traditional retailers; online retailers
D. buildings; shoppers
E. computer savvy buyers; computer novice buyers
Walmart recently introduced its Site-to-Store service that
A. offers shoppers a virtual reality shopping experience from their home computers.
B. allows customers to order online and receive free same-day pickup at a local store.
C. provides free shipping to customers if they order $45 or more of selected items.
D.
allows customers to "showroom," coming to the store, compare an item's price on the Internet, and then honor a competitor's lower price if they bring an ad of the item to the store.
E.
allows customers hold online auctions for Walmart overstock or seasonal items that are being discontinued to make room for new inventory.
In recent years, online sales accounted for __________ of all retail sales.
A. 5 percent
B. 10 percent
C. 20 percent
D. 30 percent
E. 40 percent
Online retail purchases by consumers can be the result of several very different approaches, which include: (1) using a shopping "bot" to search for a product at locations with the best price; (2) participating in an online auction; (3) going directly to online malls; and (4)
A. paying dues to become a member of an online discount service.
B. becoming a secret shopper.
C. participating in a buying cooperative.
D. using direct selling.
E. becoming a member of a research group that evaluates new products.
Online retail purchases by consumers can be the result of several very different approaches, which include: (1) paying dues to become a member of an online discount service; (2) participating in an online auction; (3) going directly to online malls; and (4)
A. becoming a secret shopper.
B. participating in a buying cooperative.
C. using direct selling.
D. using a shopping "bot" to search for a product at locations with the best price.
E. becoming a member of a research group that evaluates new products.
Online retail purchases by consumers can be the result of several very different approaches, which include: (1) paying dues to become a member of an online discount service; (2) using a shopping "bot" to search for a product at locations with the best price; (3) going directly to online malls; and (4)
A. becoming a member of a research group that evaluates new products.
B. becoming a secret shopper.
C. participating in an online auction.
D. participating in a buying cooperative.
E. using direct selling.
One of the biggest problems online retailers face is that nearly __________ of online shoppers make it to "checkout" and then leave the website to compare shipping costs and prices on other sites.
A. 16%
B. 26%
C. 36%
D. 56%
E. 66%
One of the biggest problems online retailers face is that nearly two-thirds of online shoppers make it to "checkout" and then leave the website to compare shipping costs and prices on other sites. Of the shoppers who leave, __________ do not return.
A. 30%
B. 40%
C. 50%
D. 60%
E. 70%
Experts suggest that online retailers should think of their websites as __________ if they are to attract and retain customers.
A. cash cows
B. dynamic billboards
C. virtual reality stores
D. traditional retail stores
E. online entertainment
Online retailing has evolved to include social shopping options like intermediaries (Groupon), marketplaces (Goggle Offer), and __________ (Yipit).
A. swap meets
B. aggregators
C. flash mobs
D. showroomers
E. arbitrators
Using the telephone to interact with and sell directly to consumers is referred to as __________.
A. digital marketing
B. telemarketing
C. solicitation marketing
D. telecommerce
E. direct selling
In the telemarketing industry, issues such as __________, ethical guidelines, and industry standards have become a topic of discussion among consumers, Congress, the Federal Trade Commission (FTC), and businesses.
A. competitive antics
B. coercion tactics
C. freedom of speech
D. language issues
E. consumer privacy
In the telemarketing industry, issues such as consumer privacy, __________, and industry standards have become a topic of discussion among consumers, Congress, the Federal Trade Commission (FTC), and businesses.
A. product quality
B. price differences
C. ethical guidelines
D. on-time delivery
E. competitive antics
Which of the following statements regarding telemarketing is most accurate?
A. Shopping bots are computers that place automated or "robo" (i.e. robotic) telemarketing calls.
B. Direct-mail is typically viewed as more efficient means of targeting consumers than telemarketing.
C. Telemarketing has risen in popularity as a result of the National Please-Do-Call registry legislation.
D. Consumer privacy, industry standards, and ethical guidelines have become important issues.
E. Some firms are considering shifting their direct-mail and door-to-door budgets to telemarketing techniques.
As a result of legislation, consumers who do not want to receive telephone calls related to a company sales efforts can
A. purchase telephones that block unwanted calls.
B. place their telephone numbers on the National Do-Not-Call Registry.
C. request phone numbers that begin with the area code 555 that automatically block telemarketing solicitors.
D.
request phone numbers that begin with the area code 888 that automatically block telemarketing solicitors.
E. use an unlisted telephone number.
The sales of products and services to consumers through personal interactions and demonstrations in their homes or offices is referred to as __________.
A. direct selling
B. person-to-person sales
C. face-to-face selling
D. direct response selling
E. customized selling
Direct selling, sometimes called __________, involves direct sales of goods and services to consumers through personal interactions and demonstrations in their home or office.
A. interface marketing
B. flex-marketing
C. interactive selling
D. responsive selling
E. door-to-door retailing
Companies such as Avon, Fuller Brush, Mary Kay, and World Book are examples of firms that use
A. interface marketing.
B. flex-marketing.
C. direct selling.
D. interactive selling.
E. responsive selling.
In response to the changes in the United States, many direct sellers are implementing a __________ strategy by expanding into other countries with their current product lines.
A. market development
B. market penetration
C. accelerated development
D. product development
E. diversification
Growth in the direct-selling industry is the result of two trends: (1) direct selling retailers are expanding into markets outside the United States and (2)
A.
increased gas prices and traffic congestion are causing people to want the store to deliver the products to them.
B
.
the pendulum is beginning to swing back to more mothers (and fathers) staying home during the day with children, making direct selling more convenient.
C. the purchase or lease of real estate to build an actual "brick" retail store is becoming prohibitive.
D.
graduating business students are finding it more difficult to find a traditional sales position and like the idea of being their own bosses.
E.
some consumers prefer one-on-one customer service and a social shopping experience rather than online shopping or big discount stores.
Growth in the direct-selling industry is the result of two trends: (1) there is a growing number of companies that are using direct selling to reach consumers who prefer one-on-one customer service and a social shopping experience rather than online shipping or big discount stores and (2)
A. many direct selling retailers are expanding into markets outside of the United States.
B. increased gas prices and traffic congestion are causing people to want stores to deliver products to them.
C.
the pendulum is beginning to swing back to more mothers (and fathers) staying home during the day with children, making direct selling more convenient.
D. the purchase or lease of real estate to build physical retail stores is becoming prohibitive.
E.
graduating business students are finding it more difficult to find a traditional sales position and like the idea of being their own bosses.
Which of the following statements regarding direct selling is most accurate?
A. Unlike other forms of nonstore retailing, direct selling takes place in the business market.
B. Direct selling is found exclusively in the United States.
C. Direct selling succeeds by providing customers with convenience and personalized service.
D. Direct sales have been declining rapidly in the United States since the 1980s.
E. By definition, direct selling can only take place in a home.
A customer was unable to go to the store on her own to buy gifts for the holidays. She contacted a Pampered Chef representative who came to her home, showed her not only catalogs but actual products, answered all her questions, and had all the customer's gifts sorted and delivered. This is an example of __________.
A. interface marketing
B. flex-marketing
C. direct selling
D. interactive selling
E. responsive selling
The activities related to managing the store and the merchandise in the store, which includes retail pricing, store location, retail communication, and merchandise are referred to as the __________.
A. wheel of retailing
B. distribution plan
C. retail life cycle
D. retailing mix
E. retail store positioning
The retailing mix refers to the activities related to the management of and the merchandise in the store, which includes
A. retail pricing, store location, retail communication, and merchandise.
B. product, price, promotion, and place.
C. the utilities of time, form, possession, and price.
D. the colors, sizes, shapes, and point-of-purchase display locations of the store's products.
E.
selection of store location, selection of merchandise, hiring and training of employees, and promotion of both the store and products.
The retailing mix refers to
A.
the activities related to managing the store and the merchandise in the store, which includes product, price, promotion, and profit.
B.
the activities related to managing the store and the merchandise in the store, which includes the four utilities of time, form, possession, and place.
C
.
the activities related to managing the store and the merchandise in the store, which includes the colors, sizes, shapes, and perceived value of the store's products.
D.
the activities related to managing the store and the merchandise in the store, which includes retail pricing, store location, retail communication, and merchandise.
E.
the activities related to managing the store and the merchandise in the store, which includes selection of store location, selection of merchandise, hiring and training of employees, and promotion of both the store and products.
When developing retailing strategies, marketers use what is called the retailing mix, which includes
A. products, services, promotions, and retail communication.
B. promotions, publicity, and press releases.
C. retail pricing, store location, retail communication, and merchandise.
D. physical environment, people, process, and productivity.
E. direct mail, online stores, traditional stores, and outlet stores.
The retailing mix includes all of the following EXCEPT:
A. merchandise.
B. target market.
C. retail pricing.
D. store location.
E. retail communication.
When setting prices for merchandise, retailers must decide on the markup, markdown, and the __________ for markdowns.
A. relevance
B. necessity
C. percentage
D. timing
E. consequence
A markup refers to
A. the difference between the final selling price and how the customer values the product.
B. selling brand name merchandise at lower than regular prices.
C. the amount added to the cost the retailer paid for a product to reach the final selling price.
D. the difference between the retail cost and initial selling price.
E. the reduction in retail price, usually expressed as a percentage equal to the amount reduced, divided by the original price, and then multiplied by 100.
The amount added to the cost the retailer paid for a product to reach the final selling price is referred to as a(n) __________.
A. markup
B. markdown
C. original markup
D. maintained markup
E. gross margin
Jane Westerlund owns a small retail picture frame store in a local strip mall. She just bought 10 picture frames from a promising woodworker for $36 each. Based on market conditions, she will sell these for $100 each. What is her markup in dollar terms?
A. $36
B. $64
C. $100
D. $360
E. $1,000
The difference between the retailer's cost and the initial selling price is referred to as __________.
A. gross margin
B. maintained markup
C. markdown
D. differential markup
E. original markup
A retailer bought a collectible Precious Moments figurine for $26. She sets the initial selling price at $60. The final selling price was $52. What was the original markup?
A. $8
B. $13
C. $26
D. $34
E. $86
A maintained markup refers to
A. the difference between the final selling price and the retailer's cost.
B. the amount subtracted from the cost the retailer paid for a product to reach the initial selling price.
C. the amount the manufacturer adds to achieve the desired suggested retail price.
D. the net margin.
E. the highest price listed for the product.
The difference between the final selling price and the retailer's cost is referred to as a(n) __________.
A. original markup
B. maintained markup
C. markdown
D. differential markup
E. discounted price
Another term for gross margin is __________.
A. original markup
B. markdown
C. return on sales
D. discounted price
E. maintained markup
Another term for maintained markup is __________.
A. original markup
B. maintained markup
C. markdown
D. gross margin
E. net margin
A retailer bought a collectible Precious Moments figurine for $26. She sets the initial selling price at $60. The final selling price was $52. What was the maintained markup?
A. $0
B. $16
C. $26
D. $34
E. $86
Jane Westerlund owns a small retail picture frame store in a local strip mall. She just bought 10 picture frames from a promising woodworker for $36 each. She first priced the frames at $100 each but sales were a bit slow. Jane decides to reduce the price for the frames to $80. What is her maintained markup in dollar terms?
A. $0
B. $36
C. $44
D. $64
E. $100
Discounting a product when the product does not sell at the original price is referred to as a(n) __________.
A. inverse markup
B. markdown
C. price sensitivity
D. concession pricing
E. rebate
A markdown refers to
A. the difference between the final selling price and the retailer's cost.
B. the amount the manufacturer adds to achieve the desired suggested retail price.
C. discounting a product when it does not sell at the original price and an adjustment is necessary.
D. the lowest price to which a retailer can reduce a sales ticket and still make a profit.
E. the net margin.
Many retailers take a markdown as soon as sales fall to free valuable selling space and cash. This illustrates one tactic for handling the __________ of markdowns.
A. timing
B. demand
C. availability
D. bargain hunting
E. customer value
When retailers set prices on new models or styles of products, the price of existing models often is __________ to quickly sell them.
A. marked up
B. off-priced
C. value-added
D. marked down
E. maintained
Often new models or styles force the price of existing models to be __________.
A. marked up
B. off-priced
C. value-subtracted
D. maintained
E. marked down
To increase the demand for complementary products, the price of a product often is
A. marked up.
B. marked down.
C. off-priced.
D. value-subtracted.
E. maintained.
Markdowns can be used to
A. increase competition with other retailers in the immediate vicinity.
B. placate dissatisfied customers.
C. enhance customer perceptions of product quality.
D. increase demand for complementary products.
E. create a sense of urgency among repeat buyers.
Timing is an important element of markdowns. Those retailers who take a markdown as soon as sales fall off are most likely doing so to __________.
A. placate dissatisfied customers
B. enhance customer perceptions of product quality
C. free up valuable selling space and cash
D. create an image as a cutting edge retailer
E. react to the entry of a new competitor
The largest inventory of wedding dresses in the Southeast can be found at Low's Bridal and Formal in Brinkley, Arkansas. From December 26 to January 16, a prospective bride shopping at Low's can find gowns once priced at $6,000 for $2,999 and $800 gowns for $399. The reduced prices of these gowns are reflected in which retail pricing strategy?
A. markdowns
B. original markups
C. future markups
D. inventory shrinkages
E. net markups
When Paulette first saw the dress in the store window, she knew two things. She had to own the dress, and she could not afford it at its current price. Disappointed, she left. Two weeks later, she passed by the store again and saw that the price of the dress had been reduced to one that she could afford. Specifically, the store had reduced the price by 30 percent to encourage buyers. Paulette was able to purchase the dress because of a(n)
A. negative markup.
B. markup elimination.
C. markdown.
D. liquidity reduction.
E. increase in net margin.
Recent research indicates that the timing of __________ might affect future sales because frequent promotions increase consumers' ability to remember regular prices.
A. promotional markups
B. original markups
C. future markups
D. maintained markups
E. markdowns
Emphasizing consistently low prices and eliminating most markdowns is referred to as __________.
A. low-margin pricing
B. everyday low pricing
C. everyday fair pricing
D. value-based pricing
E. maintained pricing
Walmart and Home Depot emphasize consistently low prices and eliminate most markdowns with a retail pricing strategy called
A. low-margin.
B. value based.
C. everyday low pricing.
D. everyday fair pricing.
E. markdown pricing.
When considering the use of everyday low pricing, one should consider the impact on the brand and store's __________.
A. perceived quality
B. product benefits
C. convenience
D. trademark protection
E. maintained price
Many retailers advocate a(n) __________ strategy, a pricing strategy that may not offer the lowest prices but does try to create value for customers through its service and the total buying experience.
A. customer loyalty
B. emphasize-value
C. everyday low pricing
D. low-margin
E. everyday fair pricing
Retailers that advocate an everyday fair pricing strategy may not offer the lowest prices but try to create value for customers using which of these?
A. customer service
B. product benefits
C. convenience
D. perceived quality
E. maintained price
Retailers that advocate an everyday fair pricing strategy may not offer the lowest prices but try to create value for customers using which of these?
A. brand name of the product
B. product benefits
C. convenience
D. perceived quality
E. the total buying experience
Consumers often use the prices of __________ items, such as a can of Coke, to form an overall impression of the store's prices.
A. benchmark
B. stoplight
C. point-of-purchase
D. value-based
E. loss-leader
Consumers often use the prices of __________ items, such as a can of Coke, to form an overall impression of the store's prices.
A. stoplight
B. point-of-purchase
C. value-based
D. signpost
E. loss-leader
Which of the following statements regarding retail pricing is most accurate?
A. Consumers rarely base their perceptions of a store's prices on a price of a benchmark item in the store.
B. Consumers are influenced more by a store's ambiance than its prices.
C.
Stores that offer rebates and take an excessive amount of time to process them may create negative consumer perceptions.
D. New technology has nearly made markdowns unnecessary.
E. The only difference between everyday low pricing and everyday fair pricing is whether the store uses markups.
Off-price retailing refers to the
A. differences between the final selling price and the retailer's cost.
B. sale of brand name merchandise at lower than regular prices.
C. sales of merchandise at maintained markups.
D. amount added by the manufacturer to achieve the desired suggested retail price.
E. reduction in retail price usually expressed as the gross margin.
The selling of brand name merchandise at lower than regular prices is referred to as __________.
A. discount pricing
B. everyday low pricing
C. markdown pricing
D. off-price retailing
E. loss-leader pricing
The major difference between an off-price retailer and a discount store is that off-price retailers purchase merchandise from manufacturers __________ and discount stores buy from wholesalers __________.
A.
who are trying to offload returned or slightly irregular inventory; selling new but inexpensive merchandise
B. at below wholesale prices; and charge a high initial price with the full intent of taking markdowns later
C. at below wholesale prices; at full price but take a less of a markup
D. at various price points; at the lowest price points possible
E. who are part of a retailing cooperative; who are part of a wholesaling cooperative
Consider the T.J. Maxx HomeGoods photo above. This retailer uses a(n) __________ pricing practice.
A. markdown
B. maintained markup
C. gross margin
D. manufactured suggested retail
E. off-price retail
Merchants such as the Burlington Coat Factory purchase excess inventory at lower than wholesale prices and can therefore sell brand-name merchandise at lower than regular prices. This means that they are using a(n)
A. off-price retailing strategy.
B. markdown pricing strategy.
C. everyday fair pricing strategy.
D. everyday low pricing strategy.
E. maintained markdown pricing strategy.
Savings to the consumer at off-price retailers are reported as high as __________ off the prices of a traditional department store.
A. 50%
B. 60%
C. 70%
D. 80%
E. 90%
A variation of off-price retailing is
A. discount wholesalers
B. warehouse clubs.
C. discount retailers
D. supercenters
E. hypermarkets
Nordstrom Rack and the Gap Factory Store allow retailers to sell excess merchandise and still maintain an image of offering merchandise at full price in their primary stores. These are referred to as __________.
A. extreme value retailers
B. warehouse clubs
C. discount houses
D. outlet stores
E. community shopping centers
Consider the Saks Fifth Avenue Off 5th photo above. This retailer is an example of a(n) __________.
A. hypermarket
B. markdown store
C. outlet store
D. category killer
E. warehouse club
Most stores today are near several others in one of four settings that include all of the following EXCEPT:
A. the regional shopping center.
B. the strip mall.
C. the old-town district.
D. the central business district.
E. the power center.
Most stores today are near several others in one of four settings: the central business district, the regional shopping center, the power center, or the __________.
A. suburban downtown
B. strip mall
C. exurb value center
D. rural micromall
E. urban megacenter
Most stores today are near several others in one of four settings: the central business district, the regional shopping center, the strip mall, or the __________.
A. rural micromall
B. urban megacenter
C. power center
D. exurb value center
E. suburban downtown
The central business district refers to
A. a suburban mall that contains up to 100 stores and draws customer from 5 to 10 miles away.
B. the oldest retailing setting, located in a community's downtown area.
C.
a retail location that typically has one primary store and about 20 to 40 smaller outlets, and serves a population base of about 100,000.
D.
a cluster of stores that serves people who are within a five- to ten-minute drive and serves a population base of under 30,000.
E.
a collection of large stores over 100,000 square feet that offers a mix of about 40 percent food products and 60 percent general merchandise items.
The oldest retail setting, located in the community's downtown area, is referred to as
A. the central business district.
B. main street.
C. the community anchor.
D. the economic center.
E. historic commerce district.
Consumers often view central business district shopping as less convenient because of the lack of parking, higher crime rates, and __________.
A. out-dated stores
B. a lack of ambiance
C. fewer quality restaurants
D. few public restrooms
E. exposure to the weather
Regional shopping centers refer to a
A. retail cluster in a downtown area.
B.
retail location that typically has one primary store and about 20 to 40 smaller outlets, and serves a population base of about 100,000.
C.
cluster of stores that serve people who are within a five- to ten-minute drive and serves a population base of under 30,000.
D.
group of 50 to 150 stores, often containing two or three anchor stores, that typically attracts customers who live or work within a 5- to 10-mile range.
E. retail cluster of stores in uptown areas.
A group of 50 to 150 stores, often containing two or three anchor stores, that typically attracts customers who live or work within a 5- to 10-mile range, is referred to as a(n) __________.
A. power center
B. regional shopping center
C. strip mall
D. central business district
E. urban megacenter
Large shopping areas often contain two or three __________ stores, which are well-known national or regional stores such as Sears, Saks Fifth Avenue, and Bloomingdale's.
A. power centers
B. mega centers
C. anchor
D. value
E. outlet
Which of the following are most likely to be the anchor stores at a regional shopping center?
A. Old Navy, Abercrombie & Fitch, and Kay-Bee toy store
B. Hickory Farms, Kay Jewelers, and Radio Shack
C. Foot Locker, Dollar General, and a 7-11
D. Sears, Macy's, and JCPenney
E. Hallmark, Pac Sun, and a Barnes & Noble bookstore
The West Edmonton Mall in Alberta, Canada is a conglomerate of more than 800 stores, the world's largest indoor amusement park, more than 100 restaurants, a movie complex, and two hotels. This retail complex is the largest example of a(n) __________.
A. regional shopping center
B. urban microcenter
C. megaplex
D. hypermarket
E. supercenter
A cluster of neighborhood stores, whose composition is typically unplanned and serves people who are within a 5- to 10-minute drive is referred to as a
A. suburban shopping mall.
B. strip mall.
C. mini-mart.
D. hypomarket.
E. central business district.
A strip mall refers to a
A. suburban mall containing up to 100 stores that draws customer from a 5- to 10-mile radius.
B. cluster of stores in a downtown area.
C. retail location that typically has one primary store (usually a department store branch) with 20 to 40 smaller outlets serving a population of consumers who are within a 10- to 20-minute drive.
D. cluster of neighborhood stores, often unplanned, designed to serve people within a five- to tenminute drive.
E. collection of category killers usually located outside a major amusement park or attraction.
Not every suburban store is located in a shopping mall. Many neighborhoods have clusters of stores, referred to as a strip mall, to serve people who are within a 5- to 10-minute drive. Unlike the larger shopping centers, the composition of these clusters usually __________.
A. is unplanned
B. includes national anchor stores
C. is restricted to privately-owned specialty stores
D. is mainly fast food restaurants
E. includes amusement or theme parks
A huge shopping strip with multiple anchor (or national) stores and a supermarket is referred to as a __________.
A. central business district
B. regional shopping center
C. community shopping center
D. strip mall
E. power center
Combining the convenient location of a strip mall with the influential draw of national stores results in shopping areas known as
A. suburban malls.
B. warehouse malls.
C. power centers.
D. retail malls.
E. cluster malls.
__________ retailers utilize and integrate a combination of traditional store formats and nonstore formats.
A. Progressive
B. Opportunistic
C. Multichannel
D. Cluster
E. Power
Multichannel retailers are retailers that
A. sell different products through entirely different channels.
B. sell through different channels under different brand names.
C. utilize strategic and tactical wholesalers.
D. utilize and integrate a combination of traditional store formats and nonstore formats.
E. combine two channels for their offerings: one for products and the other for services.
Retailers that utilize and integrate a combination of traditional store formats and nonstore formats are referred to as __________.
A. multichannel retailers
B. scrambled merchandisers
C. mixed-brand retailers
D. dual distribution retailers
E. mixed-channel retailers
Retailers like Williams-Sonoma that sell products through retail stores, catalogs, and online are examples of __________.
A. intertype competitors
B. multichannel retailers
C. vertically-integrated retailers
D. scrambled merchandisers
E. dual distributors
Texas-based Whole Foods supermarkets target people who want to eat healthy. The stores use placards throughout, which tell shoppers about the farmers who grew and harvested the various products sold. This use of signage to provide consumer information is a part of which element of the retailing mix?
A. communication
B. pricing
C. merchandise
D. goods and services factor
E. location
Loblaws, a Canadian supermarket, features fruits and vegetables piled high on tables that have umbrellas. The idea behind this arrangement was to give Loblaws an open-air market feel. In terms of the retailing mix, this tactic is related to __________.
A. pricing
B. marketing channel
C. communication
D. merchandise
E. location
In the late 1950s, Pierre Martineau described __________ as "the way in which the store is defined in the shopper's mind."
A. size
B. location
C. product mix
D. image
E. anchor store
Price ranges, store layouts, and breadth and depth of merchandise lines are considered to be the __________ of a store's image.
A. functional qualities
B. sociological qualities
C. psychological attributes
D. lifestyle attributes
E. atmospheric elements
Intangibles, such as a sense of belonging, excitement, style, or warmth, are considered to be __________ of a store's image.
A. functional qualities
B. sociological qualities
C. psychological attributes
D. antecedent attributes
E. personality elements
Impressions of the corporation that operates the store, the category or type of store, the product categories in the store, the brands in each category, merchandise and service quality, and the marketing activities of the store all contribute to the store's
A. prices.
B. image.
C. emotional feelings.
D. name.
E. psychological attributes.
Store layout, colors, lighting, and music are all considered part of a store's retail
A. sensory management plan.
B. psychological attributes.
C. antecedent attributes.
D. personality type.
E. atmosphere.
The music played in the grocery store has a slow tempo to get shoppers to stay longer and hopefully put more items in their cart. Music is part of the grocery store's __________.
A. atmosphere
B. sensory management plan
C. psychological attributes
D. personality type
E. sociological profile
The use of displays, coupons, product samples, and other brand communications to influence shopping behavior in a store is referred to as
A. functional qualities.
B. level of service.
C. shopper marketing.
D. lifestyle attributes.
E. psychographic elements.
An approach to managing the assortment of merchandise in which a manager is assigned the responsibility for selecting all products that consumers in a market segment might view as substitutes for each other, with the objective of maximizing sales and profits in the category, is referred to as __________.
A. capacity management
B. product management
C. retail inventory management
D. category management
E. automated inventory control
Managing the breadth and depth of merchandise available from many manufacturers requires retail buyers who are
A. efficient and effective managers.
B. familiar with the needs of the target market.
C. experienced shoppers.
D. familiar with retail inventory management.
E. product champions.
The marketing metrics related to a retailer's customers include all of the following EXCEPT:
A. the number of customers per day or per hour.
B. the average length of a store visit.
C. the turnover of inventory.
D. the average transaction size per customer.
E. the number of transactions per customer.
The marketing metrics related to a retailer's products or merchandise include all of the following EXCEPT:
A. the cost of carrying inventory.
B. the inventory turnover.
C. the average number of items per transaction.
D. the number of returns.
E. the average length of a store visit.
The marketing metrics related to a retailer's finances include all of the following EXCEPT:
A. the markdown percentage.
B. the average length of a store visit.
C. the return on sales.
D. the gross margin.
E. the sales per employee.
A common financial indicator of how effectively retail space is used to generate revenue can be calculated by determining __________.
A. net revenue
B. maintained markup
C. market share
D. sales per square foot
E. return on investment
Sales per square foot is calculated by dividing
A. profit margin by selling area in square feet.
B. gross profit by selling area in square feet.
C. total sales by selling area in square feet.
D. return on investment by selling area in square feet.
E. net sales by selling area in square feet.
Boston Pizza wants to determine how effective their retail space is compared to other pizza establishments in the local area. The calculation for this indicator is arrived at by determining the __________ for its store and comparing it against the same indicator for all of the other local pizza outlets.
A. gross margin
B. same-store sales growth
C. sales per square foot
D. net profit
E. net present value
A financial indicator used to compare the increase in sales of stores that have been open for the same period of time is referred to as __________.
A. return on investment
B. percentage of markup
C. gross profit
D. sales per square foot
E. same-store sales growth
The calculation for same-store sales growth is
A. total sales ÷ selling area in square feet.
B. (store sales in year 2 ÷ store sales in year 1).
C. store sales in year 1 ÷ (store sales in year 2 - store sales in year 1).
D. (store 1 sales × store 1 square feet) ÷ (store 2 sales × store 2 square feet).
E. (store sales in year 2 - store sales in year 1) ÷ store sales in year 1.
Which of the following stores shown in the Sales per Square Foot Marketing Dashboard above has the HIGHEST sales per square foot?
A. Target
B. Neiman Marcus
C. Best Buy
D. Tiffany
E. Apple
Best Buy has approximately what amount of sales per square foot according to the Sales per Square Foot Marketing Dashboard above?
A. $300
B. $600
C. $900
D. $3,500
E. $5,400
Apple has approximately what amount of sales per square foot according to the Sales per Square Foot Marketing Dashboard above?
A. $300
B. $600
C. $900
D. $3,500
E. $5,400
Neiman Marcus has approximately what amount of sales per square foot according to the UMD16A: Sales per Square Foot Marketing Dashboard above?
A. $300
B. $600
C. $900
D. $3,500
E. $5,400
According to the Same-Store Sales Growth Marketing Dashboard above, which retailer has the GREATEST same-store sales growth?
A. Target
B. Neiman Marcus
C. Apple
D. Best Buy
E. Tiffany
The description of how new forms of retail outlets enter the market is referred to as the __________.
A. retail life cycle
B. product life cycle
C. wheel of retailing
D. retail life matrix
E. retail continuum
The wheel of retailing refers to
A. the life cycle of most consumer products sold at retailers.
B. the diffusion of types of retailers for a new product.
C. the progression of retail locations an outlet goes through.
D. the description of how new forms of retail outlets enter the market.
E. the description of retail management philosophies.
Many fast food retailers, including McDonald's and Burger King, have followed a predictable pattern of how new forms of retail outlets enter the marketplace. McDonald's has evolved from a relatively simple restaurant with low margins, low prices, limited product offerings, and low institutional status to a worldwide chain with higher margins, high status, and a diverse menu of products. This evolution of McDonald's restaurants is consistent with the
A. slow to fast food restaurant evolutionary cycle.
B. revolution of retailing.
C. retail life cycle.
D. fast food retail sequence.
E. wheel of retailing.
According to Figure 13-4 above, Box A represents the stage in the wheel of retailing when a retail outlet starts with
A. low prices, high margins, and high status.
B. mixed prices, mixed margins, and mixed status.
C. low prices, low margins, and low status.
D. moderate prices, high margins, and high status.
E. high prices, low margins, and mixed status.
Figure 13-4 above shows the wheel of retailing, which indicates that retail outlets typically go through changes with the passage of time, starting at Box A. What characteristics in the wheel of retailing does B represent?
A. low prices, low margins, low status.
B. higher prices, higher margins, and higher status.
C. low prices, high margins, and high status.
D. stable prices, low margins, and stable status.
E. moderate prices, high margins, and high status.
According to Figure 13-4 above, where would you find the highest prices, margins, and status?
A. A
B. B
C. C
D. D
E. A and D
Outlets such as the In-N-Out Restaurant (see the photo above), typically enter the wheel of retailing with
A. limited menus and limited service.
B. extensive menus and expansive service.
C. extensive menus and self-service.
D. high prices and novel menu items.
E. high prices and expansive service.
Retail outlets, like products, experience the process of growth and decline, which is referred to as the
A. retail life cycle.
B. wheel of retailing.
C. product life cycle.
D. retail continuum.
E. retail life matrix.
The retail life cycle refers to
A. the distinct stages a product goes through before it becomes obsolete.
B. the process of growth and decline that retail outlets, like products, experience.
C. the cycle of a customer's buying behavior from awareness of a product to its ultimate purchase.
D. the relationship between the tangible aspects of a product and the types of services that need to accompany it.
E. the traditional management changes that take place as a retail outlet grows.
The four stages of the retail life cycle are
A. introduction, growth, maturity, and decline.
B. awareness, inquiry, alternative evaluation, and purchase.
C. early growth, accelerated development, maturity, and decline.
D. innovation, standardization, adaptation, and obsolescence.
E. innovation, adaptation, imitation, and obsolescence.
In the retail life cycle, __________ is the stage of emergence of a retail outlet, with a sharp departure from existing competition.
A. decline
B. maturity
C. introduction
D. early growth
E. accelerated development
According to the retail life cycle, in which stage would market share rise gradually, although profits may be low because of start-up costs?
A. decline
B. maturity
C. introduction
D. accelerated development
E. early growth
Which type of outlet is most likely in its early growth stage of the retail life cycle?
A. single-price stores
B. online retailers
C. supermarkets
D. warehouse clubs
E. business-district retailers
Both market share and profit achieve their greatest growth rates during which stage of the retail life cycle?
A. decline
B. maturity
C. introduction
D. early growth
E. accelerated development
During which stage of the retail life cycle do companies establish multiple outlets?
A. decline
B. maturity
C. accelerated development
D. introduction
E. early growth
The key goal for retailers in the accelerated development phase of the retail life cycle is to
A. recover start-up costs.
B. establish a dominant position in the fight for market share.
C. delay entering the decline stage of the retail life cycle.
D. find ways of discouraging customers from moving to low-margin, mass-volume outlets.
E. establish a retail concept that is a sharp departure from existing competition.
Accelerated development in the retail life cycle is similar to which stage in the product life cycle?
A. introduction
B. maturity
C. decline
D. growth
E. harvest
Which type of outlet is most likely in its accelerated development stage of the retail life cycle?
A. single-price stores
B. online retailers
C. supermarkets
D. business-district retailers
E. convenience stores
In the retail life cycle, the battle for market share is usually fought before the __________ stage, and some competitors drop out of the market.
A. decline
B. growth
C. maturity
D. harvest
E. introduction phase
Discounting generally takes place during which stage of the retail life cycle?
A. early growth
B. accelerated development
C. decline
D. maturity
E. early growth and maturity
Which type of outlet is most likely in its maturity stage of the retail life cycle?
A. single-price stores
B. value-retail centers
C. online retailers
D. business-district retailers
E. convenience stores
Which type of outlet is most likely in its decline stage of the retail life cycle?
A. single-price stores
B. value-retail centers
C. online retailers
D. business district retailers
E. convenience stores
According to Figure 13-5 above, market share reaches its highest level during which stage of the retail life cycle?
A. early growth
B. accelerated development
C. decline
D. maturity
E. either early growth or maturity
According to Figure 13-5 above, Stage A represents which stage of the retail life cycle?
A. introduction
B. early growth
C. accelerated development
D. maturity
E. start-up
According to Figure 13-5 above, B represents which stage of the retail life cycle?
A. growth
B. early growth
C. accelerated development
D. maturity
E. expansion
According to Figure 13-5 above, C represents which stage of the retail life cycle?
A. stabilization
B. early growth
C. accelerated development
D. maturity
E. decline
According to Figure 13-5 above, D represents which stage of the retail life cycle?
A. deceleration
B. early growth
C. accelerated development
D. maturity
E. decline
Independently owned firms that take title to the merchandise they handle are referred to as
A. brokers.
B. agencies.
C. virtual retailers.
D. merchant wholesalers.
E. merchant retailers.
Merchant wholesalers are independently owned firms that __________ the merchandise they handle.
A. take title to
B. broker
C. break bulk and repackage
D. do not deliver
E. act as agents for
Which of the following is a type of full-service merchant wholesaler?
A. cash and carry wholesaler
B. rack jobbers
C. truck jobbers
D. specialty merchandise wholesaler
E. drop shippers
Wholesalers that carry a broad assortment of merchandise and perform all channel functions are referred to as a __________.
A. limited-line wholesaler
B. drop shipper
C. rack jobber
D. specialty merchandise wholesaler
E. general merchandise wholesaler
General merchandise wholesalers
A. carry a broad assortment of merchandise and perform all channel functions.
B. own the merchandise they sell but do not physically handle, stock, or deliver it.
C. have a small warehouse from which they stock their trucks for distribution to retailers.
D. work for several producers, carry noncompetitive, complementary merchandise in an exclusive territory, and use over-the-road transportation for all product deliveries.
E. deal exclusively with small low-cost consumer products that are distributed to a select number of large retail chains.
The wholesalers most prevalent in the hardware, drug, and clothing industries would be __________.
A. specialty wholesalers
B. full-line wholesalers
C. cash and carry wholesalers
D. limited-line wholesalers
E. universal wholesalers
A wholesaler that carries a narrow range of products and performs all channel functions is referred to as a __________.
A. general merchandise wholesaler
B. truck jobber
C. specialty merchandise wholesaler
D. rack jobber
E. drop shipper
Specialty merchandise wholesalers
A. carry a broad assortment of merchandise and perform all channel functions.
B. own the merchandise they sell but do not physically handle, stock, or deliver it.
C. offer a relatively narrow range of products but has an extensive assortment within the product lines carried.
D. work for several producers, carry noncompetitive, complementary merchandise in an exclusive territory, and use over-the-road transportation for all product deliveries.
E. deal exclusively with small low-cost consumer goods that are distributed to a select number of large retail chains.
Which type of wholesaler offers a relatively narrow range of products but has an extensive assortment within the product lines carried?
A. general merchandise wholesaler
B. limited-service wholesaler
C. cash and carry wholesaler
D. specialty merchandise wholesaler
E. drop shipper
The wholesalers that perform all channel functions and are found in the health foods, automotive parts, and seafood industries would be __________.
A. specialty wholesalers
B. full-line wholesalers
C. limited-wholesalers
D. universal wholesalers
E. cash and carry wholesalers
The four major types of limited-service merchant wholesalers are cash and carry wholesalers, drop shippers, truck jobbers, and __________.
A. display vendors
B. rack jobbers
C. point of purchase wholesalers
D. transport vendors
E. container transport vendors
The four major types of limited-service merchant wholesalers are drop shippers, rack jobbers, truck jobbers, and __________.
A. machine vendors
B. credit line wholesalers
C. transport vendors
D. cash and carry wholesalers
E. container transport vendors
The four major types of limited-service merchant wholesalers are rack jobbers, cash and carry wholesalers, truck jobbers, and __________.
A. machine vendors
B. credit line wholesalers
C. drop shippers
D. transport vendors
E. container transport vendors
The four major types of limited-service merchant wholesalers are rack jobbers, cash and carry wholesalers, truck jobbers, and __________.
A. machine vendors
B. credit line wholesalers
C. transport vendors
D. container transport vendors
E. desk jobbers
The four major types of limited-service merchant wholesalers are drop shippers, rack jobbers, cash and carry wholesalers, and __________.
A. truck jobbers
B. machine vendors
C. credit line wholesalers
D. transport vendors
E. container transport vendors
Rack jobbers refer to wholesalers who
A. furnish the shelves that display merchandise in retail stores, perform all channel functions, and sell on consignment to retailers.
B. own the merchandise they sell and have retailers store it in their warehouses.
C. own the merchandise they sell but do not physically handle, stock, or deliver it.
D. have a small warehouse from which they stock their trucks for distribution to retailers.
E. work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory.
A limited-service wholesaler that furnishes shelves that display merchandise in stores, performs all channel functions, and sells on consignment to retailers is referred to as a __________.
A. stack loader
B. rack jobber
C. drop shipper
D. desk jobber
E. truck jobber
Selling on consignment to retailers, which means they retain the title to the products displayed and bill retailers only for the merchandise sold, is characteristic of which limited-service wholesaler?
A. truck jobbers
B. transport vendors
C. rack jobbers
D. cash and carry wholesalers
E. drop shippers
Which type of wholesaler traditionally sells hosiery, toys, and health and beauty items?
A. cash and carry wholesalers
B. truck jobbers
C. general merchandise wholesalers
D. rack jobbers
E. drop shippers
Which of the following firms has made the wisest wholesaler choice for its product?
A. Sam's Coal Country uses a cash and carry wholesaler for its coal.
B. Amy's Amazing Appetizers uses a rack jobber for its frozen apricot aperitifs.
C. Raisha's Retros uses a rack jobber for its replica racecar radios in travel plazas on interstate highways.
D. Shayna's Superior Supplies uses a desk jobber for its staplers.
E. Nova's Novelties uses a truck jobber for its never-needs-a-battery night lights.
Cash and carry wholesalers refer to wholesalers who
A. furnish the racks or shelves that display merchandise in retail stores, perform all channel functions, and sell on consignment to retailers.
B. take title to merchandise but sell only to buyers who call on them, pay cash for merchandise, and furnish their own transportation for merchandise.
C. own the merchandise they sell but do not physically handle, stock, or deliver it.
D. have a small warehouse from which they stock their trucks for distribution to retailers.
E. work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory.
Wholesalers that take title to merchandise but sell only to buyers that call on them, pay for and move/take away the merchandise themselves are referred to as
A. rack jobbers
B. truck jobbers
C. transport vendors
D. cash and carry wholesalers
E. drop shippers
Cash and carry wholesalers
A. handle bulky items like lumber, bricks, and telephone poles.
B. handle perishable items like flowers, baked goods, and deli meats.
C. handle office supplies, electrical supplies, hardware products, and groceries.
D. are a kind of full-service wholesaler.
E. lease vending machines to merchants and refill them as needed on a cash only basis.
Drop shippers
A. own the merchandise they sell but do not physically handle, stock, or deliver it.
B. perform all channel functions, and sell on consignment to retailers.
C. take title to merchandise but sell only to buyers who call on them, pay cash for merchandise, and furnish their own transportation for merchandise.
D. have a small warehouse from which they stock their trucks for distribution to retailers.
E. work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory.
Another name for a drop shipper is a __________.
A. drop runner
B. desk jobber
C. transport vendor
D. container transport vendor
E. stock jobber
Wholesalers who own the merchandise they sell but do not physically handle, stock, or deliver it are referred to as __________.
A. cash and carry wholesalers
B. rack jobbers
C. truck jobbers
D. manufacturer's representatives
E. drop shippers
Wholesalers who simply solicit orders from retailers and other wholesalers and have the merchandise shipped directly from a producer to a buyer are referred to as __________.
A. cash and carry wholesalers
B. rack jobbers
C. drop shippers
D. truck jobbers
E. manufacturer's representatives
Coal, lumber, and chemicals, which are sold in extremely large quantities, are traditionally sold by which type of wholesaler?
A. cash and carry wholesalers
B. rack jobbers
C. truck jobbers
D. general merchandise wholesalers
E. drop shippers
Which of the following firms has made the wisest wholesaler choice for its product?
A. Sam's Coal Country uses a drop shipper for its coal.
B. Amy's Amazing Appetizers uses a rack jobber for its frozen apricot aperitifs.
C. Hannah's Hardware uses a rack jobber for its hinges.
D. Shayna's Superior Supplies uses a desk jobber for its staplers.
E. Nova's Novelties uses a truck jobber for its never-needs-a-battery night lights.
The term truck jobbers refers to wholesalers who
A. furnish the racks or shelves that display merchandise in retail stores, perform all channel functions, and sell on consignment to retailers.
B. store all the merchandise they sell in their trucks.
C. own the merchandise they sell but do not physically handle, stock, or deliver it.
D. have a small warehouse from which they stock their trucks for distribution to retailers.
E. work for several producers, carry noncompetitive, complementary merchandise in an exclusive territory, and use over-the-road transportation for all product deliveries.
Wholesalers who have a small warehouse from which they stock their trucks for distribution to retailers are referred to as __________.
A. cash and carry wholesalers
B. truck jobbers
C. rack jobbers
D. drop shippers
E. manufacturer's representatives
Wholesalers who handle a limited assortment of fast-moving or perishable items that are sold for cash directly from trucks in their original packages are referred to as __________.
A. rack jobbers
B. drop shippers
C. truck jobbers
D. cash and carry wholesalers
E. manufacturer's representatives
Bakery items, dairy products, and meat that are sold for cash in their original packages are traditionally sold by which type of wholesaler?
A. rack jobbers
B. drop shippers
C. cash and carry wholesalers
D. truck jobbers
E. general merchandise wholesalers
A __________ would most likely most likely use truck jobbers to distribute its products.
A. clothing manufacturer
B. manufacturer of electric generators
C. leather goods importer
D. pharmaceutical company
E. meat processing plant
Which of the following firms has made the wisest wholesaler choice for its product?
A. Hannah's Hardware uses a rack jobber for its hammers.
B. Fiona's Floral uses a truck jobber for its cut roses.
C. Sam's Coal Country uses a truck jobber for its subway cars.
D. Shayna's Superior Supplies uses a desk jobber for its staplers.
E. Josh's Jackhammers uses a rack jobber for its hard hats.
Which of the following statements best describes the key difference between merchant wholesalers and agents and brokers?
A. Merchant wholesalers don't perform all channel functions whereas agents and brokers do.
B. Agents and brokers only deal with consumer channels.
C. Agents and brokers make their profits based on the sales of merchandise they own, while merchant wholesalers make profits based on fees paid for their services.
D. Merchant wholesalers take title to merchandise whereas agents and brokers do not.
E. Agents and brokers take title to merchandise whereas merchant wholesalers do not.
Manufacturer's agents refer to agents who
A. represent a single producer and carry all products in the producer's lines.
B. work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory.
C. take title to merchandise but sell only to buyers who call on them, pay cash for merchandise, and furnish their own transportation for merchandise.
D. own the merchandise they sell but do not physically handle, stock, or deliver it.
E. furnish the racks or shelves that display merchandise in retail stores, perform all channel functions, and sell on consignment to retailers.
Intermediaries that work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory are referred to as __________.
A. selling agents
B. line brokers
C. distribution brokers
D. manufacturer's agents
E. brokers
Another name for a manufacturer's agent is a __________.
A. manufacturer's desk jobber
B. manufacturer's transport vendor
C. manufacturer's representative
D. manufacturer's broker
E. manufacturer's rack jobber
A regional bakery makes organic breads and muffins. It feels the choice of distribution channel is critical to the product's success, especially since it wants to have the product distributed nationally. However, it will take some time before sales take off, and the bakery wants to make sure the marketing program is consistent everywhere. It should use
A. a manufacturer's agent to sell to truck jobbers who in turn will deal with retailers.
B. its own salesforce to sell directly to retailers.
C. the services of a selling agent to sell to general merchandise wholesalers who will sell to retailers.
D. a dual distribution system composed of both direct and indirect wholesalers.
E. a rack jobber who will sell to a merchant wholesaler and who will in turn sell to retailers.
Selling agents refer to agents who
A. furnish the racks or shelves that display merchandise in retail stores, perform all channel functions, and sell on consignment to retailers.
B. represent a single producer and are responsible for the entire marketing function of that producer.
C. work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory.
D. take title to merchandise but sell only to buyers who call on them, pay cash for merchandise, and furnish their own transportation for the merchandise.
E. sell primarily large bulky products.
Intermediaries that represent a single producer and are responsible for the entire marketing function of that producer are referred to as __________.
A. brokers
B. line brokers
C. selling agents
D. distribution brokers
E. manufacturer's agents
Intermediaries to not take title to a product but are responsible for designing its promotional plans, setting prices, determining distribution policies, and making recommendations on product strategy are referred to as __________.
A. brokers
B. line brokers
C. distribution brokers
D. selling agents
E. manufacturer's agents
Carla's Cards uses a __________ to sell and market the entire line of greeting cards. It designs promotional plans, sets prices, determines distribution policies, and makes recommendations to Carla on product strategy.
A. manufacturer's agent
B. broker
C. manufacturer's branch office
D. manufacturer's sales office
E. selling agent
Brokers are independent firms or individuals who
A. represent a single producer and are responsible for the entire marketing function of that producer.
B. work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory.
C. take title to merchandise but sell only to buyers who call on them, pay cash for merchandise, and furnish their own transportation for the merchandise.
D. own the merchandise they sell but do not physically handle, stock, or deliver it.
E. bring buyers and sellers together to make sales.
Independent firms or individuals whose principal function is to bring buyers and sellers together to make sales are referred to as __________.
A. manufacturer's agents
B. brokers
C. selling agents
D. manufacturer's branches
E. manufacturer's sales offices
A unique broker that acts in many ways like a manufacturer's agent is a food broker, representing buyers and sellers in the grocery industry. Food brokers differ from conventional brokers because they act on behalf of producers on a permanent basis and
A. receive a commission for their services.
B. are paid a flat fee for each time the shelves are stocked.
C. are paid by both the buyer and seller separately depending upon the size of the order.
D. are paid a commission by the buyer and a bonus by the seller.
E. are paid a flat fee by both the buyer and seller, but receive a bonus based upon the percentage of increased sales by quarter.
Originally, filters for Mr. Coffee electric-drip coffee makers were sold through appliance and mass merchandise stores. If the company decided to sell the filters in grocery stores where customers purchased their coffee, what type of intermediaries would the company most likely hire?
A. a full-line wholesaler
B. a drop shipper
C. a food broker
D. a truck jobber
E. a manufacturer's representative
Freightfinder.com is an Internet company that acts as a go-between. If a trucker needs to find a load for a particular trade lane, he or she can visit this site, list the price and available truck space, and find a company that needs a shipment moved. Since the purpose of this website is to put buyer and sellers together so that a single sale can be made, this website can be categorized as a(n) __________.
A. selling agent
B. manufacturer's representative
C. manufacturer's agent
D. broker
E. administrator
A business in Kansas City, Missouri, looking to rent office space should use a(n) __________ to help it locate the most suitable space at the best possible rate.
A. selling agent
B. manufacturer's representative
C. manufacturer's agent
D. administrator
E. broker
Wholly-owned extensions of the producer that perform wholesaling activities are referred to as
A. general merchandise wholesalers.
B. cash and carry wholesalers.
C. agents and brokers.
D. manufacturer's branch or sales offices.
E. merchant wholesalers.
Unlike merchant wholesalers, agents, and brokers, manufacturers' branches and sales offices are __________ that perform wholesaling activities.
A. independent distribution managers
B. independent intermediary channels
C. wholly-owned extensions of the producer
D. wholly-owned extensions of the distributor
E. wholly-owned extensions of the retailer
A manufacturer's branch office
A. carries a producer's inventory and performs the functions of a full-service wholesaler.
B. performs a sales function as an option to agents and brokers.
C. works for several producers and carries noncompetitive, complementary merchandise in an exclusive territory.
D. takes title to merchandise but sells only to buyers who call on them, pays cash for merchandise, and furnishes their own transportation for the merchandise.
E. brings buyers and sellers together to make sales.
A manufacturer's sales office
A. works for several producers and carries noncompetitive, complementary merchandise in an exclusive territory.
B. takes title to merchandise but sells only to buyers who call on them, pays cash for merchandise, and furnishes their own transportation for the merchandise.
C. carries a producer's inventory, performs the functions of a full-service wholesaler and is an alternative to a merchant wholesaler.
D. does not carry inventory, typically performs a sales function, and is an alternative to agents and brokers.
E. brings buyers and sellers together to make sales.
A wholly-owned extension of the producer that does not carry inventory, typically performs only a sales function, and is an alternative to agents and brokers is referred to as a __________.
A. brokering agent
B. cash and carry wholesaler
C. manufacturer's sales office
D. manufacturer's branch office
E. merchant wholesaler
The Mall of America is an example of which type of setting for a store location?
A. central business district
B. regional shopping center
C. community shopping center
D. strip mall
E. power center
Mall of America has four __________ stores: Nordstrom, Macy's, Bloomingdale's, and Sears.
A. strip mall
B. local competitor
C. broker
D. retailing mix
E. anchor
A significant difference between the Mall of America and other regional shopping centers is that
A. all MOA employees are required to be multilingual because of the store's international draw.
B. MOA has nearly twice as much space devoted to specialty stores than to anchor stores.
C. retail store owners can live in attached condominiums, at reduced rates, so they don't have to worry about getting to work in bad weather.
D. employees can take classes on the premises offered through a local community college.
E. employees get a 50% discount at all the food establishments.
Seven Cycles’ motto, “One Bike. Yours.” reflects the company’s
a. reputation for customized detailing of the finest motorcycles in competitive racing.
b. commitment to incorporating individual customer input for every single bike.
c. lifetime warranty for each and every bike it makes.
d. promise that customers can always find the bike they want from the company’s catalog of stock designs.
e. promise to restore any bicycle, regardless of age or condition.
Seven Cycles’ business model includes the Internet, which enables customers to collaborate on the bike design using the company’s __________ fitting system that considers the rider’s size, aspirations, and riding habits.
a. Rider Kit
b. Cyclo Kit
c. Custom Kit
d. Proviso Kit
e. Seven Fit
Seven Cycles uses _________ to create customer value, build relationships, and produce customer experiences in novel ways.
a. the Internet
b. just-in-time delivery
c. marketing dashboards
d. logistics management
e. customer relationship management
Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes, prices, and delivery options. The design of a precise bicycle is made possible through the use of a _________.
a. seller menu
b. seller cookie
c. content screen
d. choiceboard
e. collaborative filter
Seven Cycles has a __________ with its 233 authorized dealers and distributors.
a. contentious relationship
b. life reciprocity agreement
c. joint partnership
d. franchise contract
e. collaborative relationship
The greatest marketspace opportunity for Seven Cycles lies in its potential for creating _________.
a. form utility
b. time utility
c. price utility
d. place utility
e. possession utility
Consumers and companies populate two market environments today: one is the traditional __________ and the other is the __________.
a. extranet; intranet
b. superstore; hypermarket
c. marketplace; marketspace
d. shopping mall; virtual mall
e. online store; virtual store
In the traditional sense, a ________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.
a. marketspace
b. power center
c. shopping mall
d. stationary store
e. marketplace
An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n) __________.
a. extranet
b. intranet
c. marketplace
d. marketspace
e. web portal
The key difference between the traditional marketplace and the new marketspace is that the latter is a(n) __________ environment.
a. tangible
b. analog
c. physical
d. material
e. digital
Which of the following transactions occurred in the marketspace?
a. Connie purchased creative puzzles at an in-home demonstration by Discovery Toys.
b. Joan bought a brand new pair of Dansko shoes through Zappos.com.
c. Shelby purchased an iPhone case at a kiosk at the airport.
d. Corey bought a double-dipped chocolate ice cream cone from a mobile ice cream truck.
e. Josh bought his mother a menorah through the Source for Everything Jewish gift catalog by calling a toll-free hotline.
The percentage of online shoppers
a. didn’t begin to show promise until 2007 when online security measures improved.
b. stabilized in 2009 when Internet penetration reached 98 percent of all U.S. households.
c. grew rapidly during 2003-2005 and then declined sharply when the “dot.com bubble” burst in 2006.
d. has grown year after year and is expected to continue to increase over the next few years.
e. grew slowly for the first three years, spiked dramatically in 2008-2009, but is expected to slow just as dramatically due to a downturn in the economy and the implementation of new online-sales tax-collection laws.
The growth trend in online shoppers and online retail sales
a. remained stagnant until 2007 when online security measures improved.
b. grew rapidly during 2003-2005 and then declined sharply when the “dot.com bubble” burst in 2006.
c. has shown growth in both online shoppers and online retail sales year after year, and is expected to continue in that direction for at least the next few years.
d. grew slowly for the first three years, spiked dramatically in 2008-2009, but is expected to slow just as dramatically due to a downturn in the economy and the implementation of new online state sales tax collection laws.
e. grew slowly for the first three years, but has steadily declined since 2007, and is expected to continue to decline for the foreseeable future.
About __________ of Internet users ages 15 and older shop online in the United States.
a. 19%
b. 29%
c. 48%
d. 67%
e. 90%
Internet users ages 15 and older are expected to buy _________ worth of products and services online in 2015 (excluding travel, automobiles, and prescription medications).
a. $829 million
b. $997 million
c. $39 billion
d. $232 billion
e. $270 billion
The greatest marketspace opportunity for marketers lies in its potential for creating __________.
a. form utility
b. time utility
c. price utility
d. possession utility
e. place utility
Seven Cycles creates __________ in the making of customized bikes for its customers in 40 countries.
a. time utility
b. form utility
c. place utility
d. possession utility
e. possession and place utility
Which of the following characteristics of electronic commerce creates customer value by contributing to place and time utility?
a. Electronic commerce makes products and services available to customers faster.
b. Comparison shopping is easier in the marketspace than in the marketplace.
c. Customers anywhere can shop in the marketspace at any time.
d. Products available in the marketspace are more easily customized.
e. Consumers can tell marketers exactly what they want in the marketspace.
Amazon.com is an Internet retailer located in the U.S. About 45 percent of its sales are to customers who live outside the United States. This shows how electronic commerce contributes to customer value through the creation of __________.
a. service utility
b. place utility
c. possession utility
d. form utility
e. time and possession utility
Although Recreational Equipment (www.rei.com) has typical retail store hours, 35 percent of its orders are placed between the hours of 10:00 p.m. and 7:00 a.m. This shows how electronic commerce contributes to customer value through the creation of __________.
a. time utility
b. place utility
c. possession utility
d. form utility
e. financial utility
Marks & Spencer is a well-known British department store located in the U.K. Customers from Chicago or Dallas can shop for clothing as easily as a person living in London. This shows how electronic commerce contributes to customer value through the creation of
a. service utility.
b. place utility.
c. possession utility.
d. form utility.
e. possession and place utility.
Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations. This shows how electronic commerce contributes to customer value through the creation of _________.
a. service utility
b. form utility
c. place utility
d. possession utility
e. time and possession utility
In the marketspace, consumers can tell marketers exactly what their requirements are, making customization of a product or service to fit their exact needs possible. This means that marketers can use electronic commerce to enhance customer value by contributing to
a. place utility.
b. form utility.
c. time utility.
d. possession utility.
e. product utility.
Which of the following examples demonstrates how electronic commerce creates customer value through form utility?
a. Recreational Equipment, an outdoor gear marketer, receives 35% of its orders between the hours of 10:00 p.m. and 7:00 a.m. when its retail stores are closed.
b. Forty-five percent of sales at Amazon.com are from buyers who live outside the U.S.
c. Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations.
d. Bluefly.com, an apparel company, encourages customers to create their own uniquely designed shirts.
e. Pediatricians can purchase dinosaur stethoscope covers at AllHeart.com.
Matthew is planning a trip to Mexico for spring break. One night about midnight, he decides to visit Orbitz, an airline, car rental, and lodging electronic reservation system, to book his flight using the computer in his dorm room. He connects to Orbitz, where he is prompted to enter his preferred travel dates and times and to specify that price is the most important factor to him. Data about several flights on various airlines, arranged from least to most expensive, appear on his screen. He requests aisle seats on a two-stop itinerary because this best meets his needs. Orbitz then prompts Matt to provide his credit card information to complete the booking process. After the transaction, a copy of his receipt and itinerary are emailed to him. The total time to complete the transaction is less than five minutes. Orbitz created customer value for Matt by contributing to which of the following form(s) of utility?
a. time utility
b. place utility
c. possession utility
d. form utility
e. all four utilities: time, place, possession, and form
Two unique capabilities of Internet technology, __________ and __________, promote and sustain customer relationships.
a. choice; control
b. cost; convenience
c. interactivity; individuality
d. communication; information
e. choiceboards; collaborative filtering
Individuality and interactivity are important building blocks for buyer-seller relationships. For these relationships to occur, companies must treat customers as individuals and empower them to (1) __________________ and (2) have a say in the kind of products and services they buy, the information they receive, and in some cases, the prices they pay.
a. demand product quality and timely service
b. shop confidently without fear of identity theft
c. shop confidently with the knowledge of warranty protection
d. influence the timing and extent of the buyer–seller interaction
e. comparison shop with the prices of competitors alongside
Interactive marketing refers to
a. the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.
b. the two-way buyer-seller electronic communication in a computer-mediated environment in which the seller controls the kind and amount of information received from the buyer.
c. the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options.
d. the consumer-initiated practice of generating content on a marketer’s website that is custom-tailored to an individual’s specific needs and preferences.
e. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.
With interactive marketing,
a. the seller controls the kind and amount of information presented to the buyer.
b. buyers and sellers communicate face-to-face in the traditional marketplace.
c. media convergence is necessary for an exchange to take place.
d. the buyer controls the kind and amount of information received from the seller.
e. real time transactions are impossible.
Interactive marketing is characterized by
a. sophisticated choiceboard and personalization systems.
b. niche marketspaces.
c. the digital divide, which separates online consumers from traditional marketplace consumers.
d. a marketing mix strategy that de-emphasizes the promotion element.
e. a high level of convenience with little concern about cost.
An interactive, Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options, is referred to as a __________.
a. choiceboard
b. wiki
c. cookie
d. bot
e. collaborative filter
Because __________ collect precise information about preferences and behavior of individual buyers, a company becomes more knowledgeable about a customer and better able to anticipate and fulfill that customer’s needs.
a. wikis
b. choiceboards
c. RSS feeds
d. cookies
e. collaborative filters
The Reebok website image above is an example of how the firm has effectively used __________ technology to allow its customers to customize their athletic shoes.
a. wiki
b. RSS feed
c. choiceboard
d. e-mail
e. collaborative filter
Customers can build their own bicycle at SevenCycles.com by answering a few questions and choosing from a menu of product attributes, prices, and delivery options. The design of a precise bicycle is made possible through the use of a __________.
a. wiki
b. cookie
c. RSS feed
d. choiceboard
e. collaborative filter
Nike is a recognized innovator in the use of __________ for creating interactivity, individuality, and customer relationships. Its NikeiD product configurator invites customers to create one-of-a-kind shoes, messenger bags, and backpacks by simply answering a few questions and viewing the finished product from numerous angles.
a. wikis
b. cookies
c. RSS feeds
d. collaborative filtering
e. choiceboards
Customers can build their own computers with Dell’s online configurator simply by answering a few questions and choosing from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a _________.
a. seller menu
b. seller cookie
c. content screen
d. choiceboard
e. collaborative filter
Mars, Inc. uses __________ technology to decorate M&Ms with personal photos and messages.
a. hologram
b. cookie
c. choiceboard
d. filtering
e. print screen
A process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases is referred to as __________.
a. a choiceboard
b. collaborative filtering
c. connectivity
d. interactive marketing
e. personalization
Collaborative filtering refers to
a. a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
b. the two-way buyer-seller electronic communication in a computer-mediated environment in which the buyer controls the kind and amount of information received from the seller.
c. the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options.
d. the consumer-initiated practice of generating content on a marketer’s website that is custom-tailored to an individual’s specific needs and preferences.
e. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.
Amazon.com uses __________ to compare each user’s purchases with the purchases of other users with similar preferences to create a list of purchase recommendations. Based on a customer’s desire to purchase an author’s e-book for his or her Kindle, Amazon might recommend an e-book by a similar author.
a. real-time e-commerce
b. connectivity
c. collaborative filtering
d. interactive marketing
e. personalization
When you view a selection at Amazon.com and see “Customers who bought this (item) also bought …”, you are seeing the application of __________.
a. real-time e-commerce
b. connectivity
c. interactive marketing
d. personalization
e. collaborative filtering
Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in _________.
a. true time
b. real time
c. click time
d. genuine time
e. bona fide time
The consumer-initiated practice of generating content on a marketer’s website that is custom-tailored to an individual’s specific needs and preferences is referred to as __________.
a. personalization
b. digitalization
c. collaboration
d. intermediation
e. innovation
Personalization refers to
a. the solicitation of a consumer’s consent to receive e-mail and advertising based on personal data supplied by the consumer.
b. a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
c. the consumer-initiated practice of generating content on a marketer’s website that is custom-tailored to an individual’s specific needs and preferences.
d. the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options.
e. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.
Monster.com is a leading online job-hunting website. A person looking for a new job does not have to look at every listing on the website. Instead, he or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings. Monster.com uses consumer-initiated __________.
a. choiceboards
b. personalization
c. collaborative filters
d. individualization
e. permission marketing
The solicitation of a consumer’s consent (called “opt-in”) to receive e-mail and advertising based on personal data supplied by the consumer is referred to as __________.
a. collaborative marketing
b. personalization
c. viral marketing
d. buzz marketing
e. permission marketing
The solicitation of a consumer’s consent to receive e-mail and advertising based on personal data supplied by the consumer is called “__________.”
a. opt-in
b. opt-out
c. cookies
d. spam
e. phishing
Permission marketing refers to
a. the interactive, Internet-enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes, prices, and delivery options.
b. the consumer-initiated practice of generating content on a marketer’s website that is custom-tailored to an individual’s specific needs and preferences.
c. an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings.
d. the solicitation of a consumer’s consent to receive e-mail and advertising based on personal data supplied by the consumer.
e. a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases.
Permission marketing is also referred to as _________.
a. opt-in marketing
b. seller personalization
c. e-mail intermediation
d. e-mail facilitation
e. opt-out marketing
Companies that successfully employ permission marketing adhere to three rules: (1) __________; (2) customers are given the option of opting out, or changing the kind, amount, or timing of information set to them; and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others.
a. opt-in customers will be guaranteed the lowest possible price for an item
b. customers will receive information on-line before that information is available to customers at retail outlets
c. opt-in customers receive only information that is relevant or meaningful to them
d. customers will receive a full 100 percent satisfaction guarantee of product quality and performance for any product purchased online
e. customers will be guaranteed up to $1 million dollars in identity theft protection for any product purchased online
Companies that successfully employ permission marketing adhere to three rules: (1) opt-in customers only receive information that is relevant or meaningful to them; (2) __________; and (3) their customers are assured that their name or buyer profile data will not be sold or shared with others.
a. customers will receive a full 100 percent satisfaction guarantee of product quality and performance for any product purchased online
b. customers will be guaranteed up to $1 million dollars in identity theft protection for any product purchased online
c. opt-in customers will be guaranteed the lowest possible price for an item
d. customers are given the option of opting out, or changing the kind, amount, or timing of information set to them
e. customers will receive information on-line before that information is available to customers at retail outlets
Companies that successfully employ permission marketing adhere to three rules: (1) opt-in customers only receive information that is relevant or meaningful to them; (2) customers are given the option of opting out, or changing the kind, amount, or timing of information sent to them; and (3) __________.
a. their customers are assured that their name or buyer profile data will not be sold or shared with others
b. customers will receive a full 100 percent satisfaction guarantee of product quality and performance for any product purchased online
c. customers will be guaranteed up to $1 million dollars in identity theft protection for any product purchased online
d. opt-in customers will be guaranteed the lowest possible price for an item
e. customers will receive information on-line before that information is available to customers at retail outlets
Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information. The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail. When Clinique introduced its Anti-Aging Serum, it sent e-mails to all women over 35 who had listed that they were worried about wrinkles. Eight percent of the women who received the e-mail purchased the new product. Clinique used __________ to introduce its new product.
a. opt-out marketing
b. personalization
c. viral marketing
d. buzz marketing
e. permission marketing
Monster.com is a leading online job-hunting website. A person looking for a new job does not have to look at every listing on the website. Instead, he or she can type in a job description and Monster.com will find all the matching jobs plus continue the search and e-mail any new relevant listings. Monster.com uses ___________ to send its e-mail updates, which include ads from other businesses.
a. opt-out marketing
b. personalization
c. cookies
d. wikis
e. permission marketing
A term used when someone is given the option to receive e-mail and advertising based on personal data supplied by the consumer is referred to as
a. consent-in.
b. choose-in.
c. agreement-in.
d. opt-in.
e. permission-in.
The term __________ refers to several methods by which individuals can avoid receiving unsolicited product or service information.
a. opt-in
b. consent-out
c. opt-out
d. permission-denied
e. authorization-denied
From an interactive marketing perspective, ________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.
a. digitalization
b. online marketing
c. website design
d. interactive marketing
e. customer experience
What is the standard for measuring a meaningful marketspace company presence?
a. the sales compared to the marketplace alternative
b. the quality of the website design
c. the shopping cart
d. the quality of the customer experience
e. the eight second rule
Marketers produce a customer experience through seven website design elements: (1) context; (2) __________; (3) community; (4) customization; (5) communication; (6) connection; and (7) commerce.
a. content
b. creativity
c. consistency
d. collaboration
e. control
Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) __________; (4) customization; (5) communication; (6) connection; and (7) commerce.
a. creativity
b. community
c. consistency
d. collaboration
e. control
Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) __________; (5) communication; (6) connection; and (7) commerce.
a. customization
b. control
c. consistency
d. collaboration
e. creativity
Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) customization; (5) communication; (6) __________; and (7) commerce.
a. creativity
b. control
c. consistency
d. connection
e. collaboration
Marketers produce a customer experience through seven website design elements: (1) context; (2) content; (3) community; (4) customization; (5) communication; (6) connection; and (7) __________.
a. creativity
b. commerce
c. control
d. consistency
e. collaboration
Consider Figure 21-2 above. “A” refers to which of the following website design elements?
a. community
b. content
c. commerce
d. context
e. connection
Consider Figure 21-2 above. “B” refers to which of the following website design elements?
a. context
b. content
c. commerce
d. customization
e. connection
Consider Figure 21-2 above. “C” refers to which of the following website design elements?
a. context
b. content
c. commerce
d. customization
e. connection
Consider Figure 21-2 above. “D” refers to which of the following website design elements?
a. context
b. content
c. commerce
d. customization
e. connection
Consider Figure 21-2 above. “E” refers to which of the following website design elements?
a. content
b. commerce
c. customization
d. connection
e. context
Consider Figure 21-2 above. “F” refers to which of the following website design elements?
a. communication
b. commerce
c. customization
d. connection
e. context
Consider Figure 21-2 above. “G” refers to which of the following website design elements?
a. communication
b. commerce
c. customization
d. connection
e. context
In terms of the online customer experience, context refers to
a. the ability of a website to modify itself to, or be modified by, each individual user.
b. a website’s aesthetic appeal and functional look and feel reflected in site layout and visual design.
c. the website’s ability to conduct sales transactions for products and services.
d. a patented feature that allows users to order products with a single mouse click.
e. the dialogue that unfolds between the website and its users.
A website’s aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as __________.
a. customization
b. content
c. context
d. connection
e. conductivity
Travel websites like Priceline.com are designed to be __________ oriented, with emphasis on destinations, scheduling, and prices.
a. content
b. functionally
c. aesthetically
d. text
e. picture
Beauty product websites are traditionally designed to be more __________ oriented than travel websites.
a. content
b. functionally
c. aesthetically
d. text
e. picture
Wolfermans.com is a company that sells gourmet English muffins, specialty breads, and exquisite desserts in gift assortments. When you access its website, you discover fourteen pictures that make lavish use of color. The Wolferman’s website design conveys the core consumer benefits provided by the company’s offerings through the use of __________.
a. context
b. commerce
c. communication
d. connection
e. customization
In terms of the online customer experience, content refers to
a. a website’s capabilities to enable commercial transactions.
b. the text, pictures, sound, and videos that the website contains.
c. the multiple ways the website enables user-to-user communication.
d. the software codes and structures that support the website’s applications.
e. the website’s mission statement and explanation of the company’s foundation.
The text, pictures, sound, and videos that are found on a website are referred to as __________.
a. content
b. context
c. creativity
d. communication
e. connection
The ability of a website to modify itself to, or be modified by, each individual user is referred to as __________.
a. connection
b. complexity
c. site actualization
d. customization
e. customerization
In terms of the online customer experience, customization refers to
a. the consumer-initiated practice of generating content on a marketer’s website that is custom-tailored to an individual’s specific needs and preferences.
b. the website’s ability to conduct sales transactions for products and services.
c. an interactive, Internet-enabled system that allows individual customers to design their own products and services.
d. a website’s aesthetic appeal and functional look and feel, reflected in site layout and visual design.
e. the ability of a website to modify itself to, or be modified by, each individual user.
Websites that offer personalized content, such as My eBay and My Yahoo!, have __________ as a prominent design element.
a. context
b. customization
c. content
d. communication
e. connection
In terms of website design, connection refers to
a. the text, pictures, sound, and videos that the website contains.
b. the website’s capabilities to enable commercial transactions.
c. the network of linkages between a company’s website and other sites.
d. the layout of the website.
e. the website’s ability to tailor itself to different users or to allow users to personalize the website.
In terms of the online customer experience, connection is defined as the
a. the network of formal linkages between a company’s website and other sites.
b. the text, pictures, sound, and videos that the website contains.
c. the website’s capabilities to enable commercial transactions through credit, debit, or transfer payments (PayPal, etc.).
d. the speed and ease with which a customer can move between pages on a website.
e. the website’s ability to tailor itself to different users or to allow users to personalize the site.
Links that are embedded in the website and appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click, are elements of a website’s __________.
a. context
b. customization
c. content
d. communication
e. connection
A visitor to WWE.com will notice that all of the information is contained within the website—there are no links to other websites. The WWE.com website is lacking __________, a website design element that influences the customer experience.
a. context
b. communication
c. commerce
d. connection
e. content
TheKnot.com, a website for locating everything needed for a wedding., contains several links to other websites that an engaged couple might need, including a travel agency, a linen store, a wedding gown retailer, and several other links. TheKnot.com is an example of the __________ website design element.
a. convenience
b. connection
c. control
d. community
e. communication
Users of NYTimes.com can access the book review section and link to Barnes & Noble to order a book or browse related titles without ever visiting a store. NYTimes.com is an example of the __________ website design element.
a. convenience
b. control
c. connection
d. community
e. communication
In terms of website design, communication refers to
a. the process of conveying an online presence to others that requires an organization, a website, an online consumer, and the processes of a shopping cart, online payment, and order fulfillment.
b. the speed and ease with which a customer can move between pages on a website.
c. a website’s ability to tailor itself to different users or to allow users to personalize the website.
d. the dialogue that unfolds between the website and its users.
e. the links from a company’s website to a customer’s e-mail, Facebook, or Twitter accounts.
In terms of website design and the online customer experience, __________ is defined as the dialogue that unfolds between the website and its users.
a. context
b. communication
c. commerce
d. connection
e. community
Some websites enable a user to talk directly with a customer representative using an “online chat” service while shopping the site. This is an example of the __________ website design element.
a. convenience
b. connection
c. control
d. community
e. communication
Websites that are used primarily for advertising and promotion purposes emphasize the __________ design element.
a. communication
b. context
c. community
d. content
e. connection
A virtual _________ is a social network of individuals who interact through user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.
a. village
b. community
c. district
d. area
e. population
In terms of website design and the online customer experience, community refers to
a. an information system where anyone can post content or one where only a restricted number of people can initiate a blog.
b. websites that allow people to congregate online and exchange views on topics of common interest.
c. a social network of individuals who interact through specific media, potentially crossing geographical and political boundaries, in order to pursue mutual interests or goals.
d. user-to-user communications hosted by a company to enhance customer experience and build a favorable buyer-seller relationship.
e. a customer’s network of family, friends, acquaintances, and co-workers, with whom he or she communicates on regular basis.
The Harley Owners Group (HOG), sponsored by Harley-Davidson and supported by the Harley-Davidson website (www.harley-davidson.com), allows fellow HOG owners to communicate with each other. Because it supports the HOG group, the Harley-Davidson website has a __________ design element.
a. context
b. choice
c. community
d. convenience
e. connection
A website that provides the ability to conduct sales transactions for products and services emphasizes the __________ design element.
a. commerce
b. context
c. community
d. content
e. connection
In terms of website design and the online customer experience, commerce refers to
a. business-to-business only transactions that take place between one firm’s website and another firm’s site.
b. Internet-based networks that permit communication between a company and its supplier, distributors, and other partners.
c. websites specifically designed for electronic funds transfer, such as banks, and/or private institutions, such as PayPal.
d. the application of information and communication technologies in support of the firm’s entire business activities.
e. the website’s ability to conduct sales transactions for products and services.
When Andrea visited www.disneystore.com, she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and added them to her shopping cart. She then went to checkout, where she confirmed that she wanted to buy the two stuffed animals, typed in her address, and concluded the transaction by providing her credit card information. In terms of customer experience, this example describes the __________ website design element.
a. context
b. community
c. content
d. commerce
e. connection
The amount of time per month that visitors spend on a company’s website is referred to as
a. visiting time.
b. stickiness.
c. staying power.
d. browsing time.
e. connectiveness.
Automobile dealerships have invested significant time, effort, and money into their websites. Dealerships commonly measure website performance by tracking visits, visitor traffic, and _________—the amount of time per month that visitors spend on their website.
a. stickiness
b. glueyness
c. gumminess
d. adhesiveness
e. connectiveness
To gauge stickiness, a company monitors
a. the average time it takes customers to make a purchase from the time they enter a website until they complete a financial transaction.
b. the average time it takes for customers to move from one page of a website to another.
c. the amount of time per month, in minutes, visitors spend on a company’s website.
d. the number of visits by a unique customer to the same website before an actual purchase is made.
e. the total time, in hours and minutes, that it takes for a customer to make an online purchase.
To gauge stickiness, companies use the following formula:
a. Average Time Spent per Unique Hourly visitor (minutes) = (Average Visits per Unique Hourly Visitor) × (Average Time Spent per Visit (minutes).
b. Average Time Spent per Unique Daily visitor (minutes) = (Average Visits per Unique Daily Visitor) × (Average Time Spent per Visit (minutes).
c. Average Time Spent per Unique Weekly visitor (minutes) = (Average Visits per Unique Weekly Visitor) × (Average Time Spent per Visit (minutes).
d. Average Time Spent per Unique Yearly visitor (minutes) = (Average Visits per Unique Yearly Visitor) × (Average Time Spent per Visit (minutes).
e. Average Time Spent per Unique Monthly visitor (minutes) = (Average Visits per Unique Monthly Visitor) × (Average Time Spent per Visit (minutes).
Consider the “stickiness” marketing dashboard above for an automobile dealership. To gauge the “stickiness” of its website, the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above in the dashboard). This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit, in minutes, (the second metric above) that is displayed on its marketing dashboard. For 2010 or “A,” what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership’s website?
a. 4.0 minutes
b. 4.5 minutes
c. 7.5 minutes
d. 9.0 minutes
e. cannot be determined
Consider the “stickiness” marketing dashboard above for an automobile dealership. To gauge the “stickiness” of its website, the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above in the dashboard). This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit, in minutes, (the second metric above) that is displayed on its marketing dashboard. For 2011 or “B,” what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership’s website?
a. 4.0 minutes
b. 6.0 minutes
c. 10.0 minutes
d. 16.0 minutes
e. cannot be determined
The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as
a. digital consumers.
b. online consumers.
c. cyberspace consumers.
d. cross-channel consumers.
e. sticky consumers.
Compared to the general population, online consumers tend to be
a. younger, more educated, more affluent and equally male and female.
b. younger, more educated, conservative, and male.
c. younger, more educated, socially conscious, and female.
d. older, less educated, less affluent, and male.
e. older, more educated, more affluent, and female.
Which of the following statements regarding online consumers is most accurate?
a. With the exception of the device used to make the exchange, the profile of an online customer is almost identical to the traditional shopper.
b. Although online shopping and buying is popular, a small percentage of online consumers still account for a disproportionate share of online retail sales in the United States.
c. The group most likely to use the Internet to make purchases is comprised of educated males between the ages of 25 and 40.
d. Although growing in total sales revenues, the percentage of online sales is actually beginning to decline.
e. Many people are “put off” by the bells and whistles incorporated into many new websites; they simply want to “point and click” and be done with it.
Which of the following profiles would most likely describe an online consumer?
a. a tech-savvy high school student living with her parents
b. a 21-year-old high school graduate earning $18,000 annually living in his own apartment
c. a 28-year-old chemical engineer living in the suburbs with her husband and two children
d. a 35-year-old high school teacher living with his wife in a duplex
e. a 70-year-old retired naval officer living in a retirement community
Which of the following statements regarding the Pew Internet & American Life Project is most accurate?
a. The Pew Internet & American Life Project has identified 10 unique groups, labeled with names such as Omnivores, based on their use of information and communication technology.
b. The Pew Internet & American Life Project monitors websites to protect against consumer fraud.
c. The Pew Internet & American Life Project independently rates websites effectiveness form commercial firms.
d. The Pew Internet & American Life Project awards 10 prizes, including the “Mobile Centric” award, to the most creative and productive websites each year.
e. The Pew Internet & American Life Project has classified people into nine different groups of information and communication technology users.
Harris Interactive, a large U.S. research firm, has identified six distinct online consumer lifestyle segments: (1) __________; (2) hunter-gatherers; (3) brand loyalists; (4) time-sensitive materialists; (5) hooked, online and single; and (6) ebivalent newbies.
a. drifting surfers
b. desktop veterans
c. media movers
d. click-and-mortar
e. digital collaborators
Harris Interactive, a large U.S. research firm, has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) __________; (3) brand loyalists; (4) time-sensitive materialists; (5) hooked, online and single; and (6) ebivalent newbies.
a. drifting surfers
b. desktop veterans
c. hunter-gatherers
d. media movers
e. digital collaborators
Harris Interactive, a large U.S. research firm, has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) hunter-gatherers; (3) __________; (4) time-sensitive materialists; (5) hooked, online and single; and (6) ebivalent newbies.
a. desktop veterans
b. media movers
c. drifting surfers
d. brand loyalists
e. digital collaborators
Harris Interactive, a large U.S. research firm, has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) hunter-gatherers; (3) brand loyalists; (4) __________; (5) hooked, online and single; and (6) ebivalent newbies.
a. desktop veterans
b. media movers
c. drifting surfers
d. digital collaborators
e. time-sensitive materialists
Harris Interactive, a large U.S. research firm, has identified six distinct online consumer lifestyle segments: (1) click-and mortar; (2) hunter-gatherers; (3) brand loyalists; (4) time-sensitive materialists; (5) hooked, online and single; and (6) __________.
a. desktop veterans
b. ebivalent newbies
c. media movers
d. drifting surfers
e. digital collaborators
The largest online consumer lifestyle segment is referred to as “__________.”
a. hunter-gatherers
b. click-and-mortar
c. brand loyalists
d. hooked, online, and single
e. time-sensitive materialists
The online consumer lifestyle segment called “click-and-mortar”
a. are women who browse retailer websites but do their actual purchasing at traditional retail stores.
b. rarely spend money online and use the Internet only as an information source.
c. regularly visit their favorite bookmarked websites and spend the most money online.
d. regard the Internet as a convenient tool for buying music, books, and computer software.
e. consist of young, affluent single consumers who spend more time online than any other segment.
Married couples with children at home who use the Internet like a consumer magazine to gather information and compare products and prices are referred to as “__________.”
a. click-and-mortar
b. brand loyalists
c. hunter-gatherers
d. hooked, online, and single
e. time-sensitive materialists
The online consumer lifestyle segment called “hunter-gatherers”
a. rarely spend money online and use the Internet only as an information source.
b. regularly visit their favorite bookmarked websites and spend the most money online.
c. regard the Internet as a convenient tool for buying music, books, and computer software.
d. are married couples with children at home who use the Internet like a consumer magazine.
e. consist of young, affluent single consumers who spend more time online than any other segment.
The online consumer lifestyle segment called “brand loyalists”
a. are women who do their actual purchasing at traditional retail stores.
b. rarely spend money online and use the Internet only as an information source.
c. regularly visit their favorite bookmarked websites and spend the most money online.
d. regard the Internet as a convenient tool for buying music, books, and computer software.
e. consist of young, affluent single consumers who spend more time online than any other segment.
The online consumers who regularly visit their favorite bookmarked websites and spend the most money online are referred to as “__________.”
a. hunter-gatherers
b. brand loyalists
c. click-and-mortar
d. hooked, online, and single
e. time-sensitive materialists
The online consumer lifestyle segment called “time-sensitive materialists”
a. are married couples with children at home who use the Internet like a consumer magazine.
b. rarely spend money online and use the Internet only as an information source.
c. regularly visit their favorite bookmarked websites and spend the most money online.
d. regard the Internet as a convenient tool for buying music, books, and computer software.
e. consist of young, affluent single consumers who spend more time online than any other segment.
The online consumers who regard the Internet as a convenience tool for buying music, books, computer software, and electronics are referred to as “__________.”
a. hunter-gatherers
b. click-and-mortar
c. brand loyalists
d. hooked, online, and single
e. time-sensitive materialists
Of all the online consumer lifestyle segments, __________ are most likely to view the Internet as a convenience tool.
a. time-sensitive materialists
b. ebivalent newbies
c. click-and-mortar
d. brand loyalists
e. hooked, online, and single
The online consumer lifestyle segment called “hooked, online, and single”
a. are married couples with children at home who use the Internet like a consumer magazine.
b. rarely spend money online and use the Internet only as an information source.
c. regularly visit their favorite bookmarked websites and spend the most money online.
d. regard the Internet as a convenient tool for buying music, books, and computer software.
e. consist of young, affluent single consumers who spend more time online than any other segment.
The online consumer segment that consists of young, affluent, and single online consumers who bank, play games, and spend more time online than any other segment is referred to as
a. hunter-gatherers.
b. click-and-mortar.
c. brand loyalists.
d. hooked, online, and single.
e. time-sensitive materialists.
Which of the online consumer lifestyle segments spends the most time online?
a. ebivalent newbies
b. click-and-mortar
c. hooked, online, and single
d. brand loyalists
e. time-sensitive materialists
Which online consumer lifestyle segment is most likely to visit auction websites?
a. hunter-gatherers
b. hooked, online, and single
c. click-and-mortar
d. brand loyalists
e. time-sensitive materialists
Relative newcomers to the Internet who rarely spend money online but seek product information are referred to as “__________.”
a. hunter-gatherers
b. click-and-mortar
c. ebivalent newbies
d. time-sensitive materialists
e. brand loyalists
The typical “online mom” is
a. 23-years-old, taking college classes online, and has an infant or toddler at home.
b. 28-years-old, a college graduate, recently remarried, and the mother of a blended family.
c. 35-years-old, a high school graduate, and a single parent working outside the home.
d. 38-years-old, married, a college graduate, and working outside the home.
e. 43-years-old, recently divorced, children starting college, and working part-time.
A study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage. The Yes Mom segment represents __________ of online moms.
a. 12 percent
b. 14 percent
c. 24 percent
d. 31 percent
e. 32 percent
In its research for Disney Online, C&R Research identified a mother who works outside the home, goes online eight hours per week, and values the convenience of obtaining information about products and services as the “__________” segment.
a. Yes Mom
b. Mrs. NetSkeptic
c. Tech Nester
d. Passive Under Pressure
e. Drifting Surfers
A study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage. The Mrs. Net Skeptic segment represents __________ of online moms.
a. 12 percent
b. 14 percent
c. 20 percent
d. 31 percent
e. 35 percent
A study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage. The Tech Nester segment represents __________ of online moms.
a. 12 percent
b. 15 percent
c. 25 percent
d. 31 percent
e. 32 percent
In its research for Disney Online, C&R Research identifies a mother who believes the Internet brings her family closer together, spends an average of 10 hours per week online, and prefers online shopping to in-store shopping as the “__________” segment.
a. Mrs. NetSkeptic
b. Tech Nester
c. Passive Under Pressure
d. Drifting Surfers
e. Yes Mom
In its research for Disney Online, C&R Research identified mothers who tend to be Internet newbies and go online infrequently as the “__________” segment.
a. Tech Nester
b. Mrs. NetSkeptic
c. Passive Under Pressure
d. Drifting Surfers
e. Yes Mom
C&R Research, in their research for Disney Online, identified four segments of mothers based on their Internet usage. The first three segments, which accounted for 77 percent of online moms, were composed of
a. Yes Mom, Mrs. Net Skeptic mom, and Tech Nester mom.
b. Mrs. Net Skeptic mom, Tech Nester mom, and Passive Under Pressure mom.
c. Yes Mom, Mrs. Net Skeptic mom, and Passive Under Pressure mom.
d. Yes Mom, Tech Nester mom, and Passive Under Pressure mom.
e. Mrs. Net Skeptic mom, Passive Under Pressure, and Yes Mom.
Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category includes items where
a. digital delivery is an important factor as well as post-purchase support services.
b. price and speed of delivery are the determinant sales factors.
c. convenience is very important, even more so than price or quality.
d. product information is an important part of the purchase decision but prepurchase trial is not necessarily critical.
e. price and delivery time are not key factors, but product warranties are very important.
Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category includes items such as DVDs, for which
a. audio or video demonstration is important.
b. prepurchase trial is not necessarily critical.
c. price and delivery time are not key factors.
d. digital delivery is the single most important factor.
e. price and speed of delivery are the determinant sales factors.
Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category includes items such as computer software, travel and lodging reservations and confirmations, financial brokerage services, and electronic ticketing, for which
a. prepurchase trial is critical.
b. digital delivery is the single most important factor.
c. audio or video demonstration is important.
d. price and delivery time are not key factors.
e. price and speed of delivery are the determinant sales factors.
Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category includes items such as collectibles and specialty foods, for which
a. the items are unique.
b. customer value is the most important element.
c. price and delivery time are not key factors.
d. digital delivery is an important factor.
e. price and speed of delivery are the determinant sales factors.
Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category includes regularly purchased consumer packaged goods, such as grocery products, where
a. customer value is the most important element.
b. price and delivery time are not key factors.
c. convenience is very important.
d. digital delivery is an important factor.
e. price and speed of delivery are the determinant sales factors.
One product and service category of online consumer buying consists of highly standardized products and services such as automotive products, for which
a. audio or video demonstration is important.
b. price and delivery time are not key factors.
c. digital delivery is an important factor.
d. assortment and speed of delivery are the determinant sales factors.
e. information about price is important.
Electronic booksellers like Amazon.com and barnesandnoble.com are likely to enjoy strong sales in the future because books as a product category
a. are highly standardized.
b. require audio or video demonstration.
c. do not require pre-purchase trial.
d. can be delivered inexpensively through bulk mail.
e. are purchased mainly on the basis of price.
Which of the following product categories accounts for the largest proportion of total online consumer sales?
a. consumer electronics
b. apparel, footwear, and accessories
c. food and beverages
d. music and video
e. appliances and home improvement
The six reasons why consumers shop and buy online are
a. interest, entertainment, cost, control, flexibility, and customization.
b. customization, customerization, price, service, entertainment, and convenience.
c. content, context, utility, entertainment, communication, and cost.
d. cost, convenience, customization, communication, control, and choice.
e. control, utility, interest, personalization, choice, and flexibility.
Consumers can visit L. L. Bean’s website to scan and order from among thousands of displayed products without fighting traffic, finding a parking space, or standing in store checkout lines. This is an example of the first reason why consumers buy online, which is __________.
a. convenience
b. customization
c. communication
d. cost
e. control
Online buyers of consumer electronics can shop individual manufacturers, such as QVC.com, a general merchant that offers more than 100,000 products. This is an example of the second reason why consumers buy online, which is ___________.
a. convenience
b. choice
c. cost
d. control
e. customization
Levi’s Japan has launched an all-new service catering to those looking to tailor their own denim. Hitting nine stores nationwide, the process allows customers to choose different elements, including cuts (502 regular wide, 505 regular wide, 517 boot cut), coloration (dark used, mid used), button and rivet colors (gold, silver, bronze), inseam length and extra treatments (sanding, paint drips). From start to delivery takes about a month’s time. This is an example of _________, or the third reason why consumers buy online.
a. control
b. cost
c. choice
d. customization
e. convenience
iVillage.com is an independent Web community for women, and includes topics such as career management, personal finances, parenting, relationships, beauty and health. This is an example of _______________, the fourth reason why consumers buy and shop online.
a. control
b. customization
c. convenience
d. choice
e. communication
Internet-enabled software allows American Airlines to change their prices in real time in response to supply and demand conditions. This is an example of the fifth reason why consumers buy and shop online.
a. convenience
b. choice
c. cost
d. customization
e. control
Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This is an example of the sixth reason why consumers buy and shop online.
a. convenience
b. choice
c. customization
d. control
e. communication
The view that holds that online shopping and buying can add to one’s comfort or saves work and time is referred to as _________.
a. timeliness
b. expediency
c. convenience
d. utilitarian
e. marketspace value
Which of the following characteristics of online shopping contributes to its convenience?
a. Customers don’t have to fight traffic, find a parking space, walk long aisles, or stand in store checkout lines.
b. Consumers can avail themselves of numerous websites for almost any product or service they want.
c. Consumers who prefer one-of-a-kind items that fit their specific needs can create them online.
d. Consumers can engage in an electronic dialogue with marketers.
e. Consumers are in charge in the marketspace.
Electronic shopping agents that comb websites to compare prices and product or service features are referred to as __________.
a. cookies
b. weblinks
c. intranets
d. bots
e. extranets
Bots refer to
a. Web pages that serve as publicly accessible personal journals for individuals or organizations.
b. computer files that a marketer can download onto the computer or mobile phone of an online shopper who visits the marketer’s website.
c. electronic shopping agents that comb websites to compare prices and product or service features.
d. filters that reduce the number of unsolicited intrusions into an individual’s e-mail account.
e. interactive Internet-enabled systems that allow individual customers to design their own products and services.
Bots contribute to the convenience of online shopping because they
a. reduce time spent online.
b. allow customers to make online comparisons of prices and product features.
c. permit customers to design one-of-a-kind items that fit their specific needs.
d. allow customers to engage in an electronic dialogue with marketers.
e. offer customers almost any product or service they want.
Why would an online consumer want to use a bot?
a. Bots help customers design one-of-a-kind products that fit their specific needs.
b. Bots increase the selection of products and services from which online consumers can choose.
c. Bots allow online consumers to engage in an electronic dialogue with marketers.
d. Bots enhance the convenience of online shopping.
e. Bots allow marketers to record an online consumer’s visits to their websites.
Megan is looking for a gift for her older brother who enjoys reading mysteries. A book by one of his favorite authors was recently published and she plans to buy it. However, she is on a limited budget so she wants to find the lowest price. The most convenient way for Megan to find the best price for the book would be to
a. drive to a large shopping center where there are several bookstores to see which store has the book at the lowest price.
b. call all the bookstores in her community to inquire about the price of the book at each one.
c. use a bot to comb the websites of online booksellers and locate the one with the best price.
d. use a cookie to contact various bookstores and find the one with the best price.
e. create a choiceboard using her gift-giving criteria.
According to the eight-second rule,
a. it only takes eight seconds for someone to learn how to navigate an Internet website.
b. any online purchase should take no more than eight seconds to complete.
c. hunter-gatherers will not wait longer than eight seconds for a response in a chat room.
d. more than 50 percent of online consumers will spend less than eight seconds at a portal.
e. customers will abandon a website if download time exceeds eight seconds.
The eight-second rule refers to the view that
a. if a website doesn’t attract a consumer’s attention in the first eight seconds, the consumer will move on to a different site.
b. customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds.
c. any online purchase should take no more than eight seconds to complete.
d. hunter-gatherers will not wait longer than eight seconds for a response in a chat room.
e. more than 50 percent of online consumers will spend less than eight seconds at a portal.
The view that holds customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds is referred to as __________.
a. the stickiness guideline
b. the 80/20 principle
c. the eight-second rule
d. the law of limited patience
e. the expedience factor
On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six high resolution pictures of the tray from different angles and an animated depiction of a waving American flag. Many potential buyers abandoned the web page before all the pictures downloaded. The seller must have been unaware of the
a. eight-second rule
b. 80/20 principle
c. stickiness principle
d. hierarchy of needs
e. efficiency rule
The ability of customers to avail themselves of numerous websites for almost anything they want, as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions are dimensions of ________, one of the reasons consumer shop and buy online.
a. choice
b. communication
c. customization
d. control
e. compatibility
The interactive capabilities of Internet-enabled technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as
a. chat assistance.
b. blog assistance.
c. tweet assistance.
d. choice assistance.
e. bot assistance.
Choice, a reason customers shop and buy online, has two dimensions. They are
a. availability and price
b. speed and availability
c. product or service selection and speed
d. choice assistance and speed
e. product or service selection and choice assistance
One of the reasons for the continued success of Zappos.com is
a. chat assistance.
b. blog assistance.
c. tweet assistance.
d. choice assistance.
e. bot assistance.
Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as __________.
a. connectivity
b. customerization
c. customization
d. communication
e. convenience
Customization refers to
a. the specialization in one very small but highly sought-after specialty item.
b. Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers.
c. the growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer.
d. items that are unique in every dimension rather than simply adapted according to limited features.
e. novelty items used as sales promotions, such as cups, hats, etc., that will be imprinted with a company logo, colors and slogans, if applicable.
The relationship between the interactive communication capabilities of the Internet and customization is that
a. a highly interactive and individualized information and exchange environment is created for shoppers and buyers.
b. it helps customers reduce their search costs and more conveniently find the offerings with the desired features.
c. it protects online consumer privacy about the customized products and services they desire.
d. it records users’ visits to websites, which enhances online consumers’ convenience.
e. it reduces costs and wasted coverage both for the buyer and seller.
The growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as __________.
a. connectivity
b. customerization
c. customer digitalization
d. online facilitation
e. intermediation
Reebok, Schwab, Dell, and Seven Cycles are all examples of companies that have been very successful because of their ability to not only __________ their products and services for their online customers but also personalize the marketing and overall shopping and buying interaction for each customer.
a. dispense
b. recommend
c. finance
d. distribute
e. customize
Internet-enabled technology employed in transmitting information from marketer-to-consumer, consumer-to-consumer, and consumer-to-marketer is referred to as _________.
a. broadcasting
b. distribution
c. communication
d. dispensing
e. efficiencies
Internet-enabled technologies provide communication capabilities that take three forms. They are
a. a highly interactive and individualized information and exchange environment, phone customer service, and order processing via PayPal.
b. marketer-to-consumer e-mail notification, phone customer service, and order processing via PayPal.
c. consumer-to-marketer buying and service requests, marketer-to-consumer e-mail notification, and phone customer service.
d. recording a user’s visits to websites, consumer-to-marketer buying and service requests, and marketer-to-consumer e-mail notification.
e. marketer-to-consumer e-mail notification, consumer-to-marketer buying and service requests, and consumer-to-consumer chat rooms, instant messaging, and social networking websites.
The communication capabilities of Internet-enabled technologies take three forms: (1) __________; (2) consumer-to-marketer buying and service requests; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites.
a. marketer-to-consumer e-mail notification
b. government-to-marketer Do Not Spam monitoring
c. phishing and spamming whistleblowing
d. marketer-to-marketer exchanges
e. web-to-web customer exchanges
The communication capabilities of Internet-enabled technologies take three forms: (1) marketer-to-consumer e-mail notification; (2) __________; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites.
a. online colonies
b. government-to-marketer Do Not Spam monitoring
c. Web-to-Web customer exchanges
d. phishing and spamming whistleblowing
e. consumer-to-marketer buying and service requests
The interactive communication capabilities of Internet-enabled technologies increase consumer convenience, reduce information search costs, and make choice assistance possible. Communication also promotes __________.
a. consumer responsibility
b. closer global alliances
c. the development of web communities
d. social responsibility
e. courteous online dialogue
Websites that allow people to congregate online and exchange views on topics of common interest are referred to as __________.
a. blogs
b. web communities
c. buzz
d. chat oases
e. web cafés
Web communities refer to
a. cooperative buying centers that allow individuals to purchase at the same bulk rate as large organizations.
b. customers linked by a common Internet service provider.
c. virtual reality games that allow players to create their own worlds, countries, towns, etc.
d. websites that allow people to congregate online and exchange views on topics of common interest.
e. all customers served by a particular firm who are sent regular e-mails, sales notifications, and coupons from the manufacturer.
On the Coca-Cola-hosted MyCoke.com, people congregate online and exchange views on topics of common interest. This website is an example of __________.
a. spam
b. a shopping bot
c. a web community
d. a blog
e. a web café
iVillage.com is a website for women that encourages its users to discuss health and beauty, parenting, personal finances, career management and relationships. This website is an example of __________.
a. a web community
b. spam
c. a shopping bot
d. a blog
e. a web café
A webpage that serves as a publicly accessible personal journal for an individual or an organization is referred to as __________.
a. spam
b. a blog
c. buzz
d. a forum
e. a journalog
A blog refers to
a. a public online forum centered on a specific topic or theme.
b. a running account of all purchases made at a single website.
c. a webpage that serves as a publicly accessible personal journal for an individual or an organization.
d. an itemized list of all website “hits” on an individual person including a short biographical summary.
e. a Web network that works as a family tree linking all members of a group or organization.
Spam refers to
a. communications that take the form of electronic junk mail or unsolicited e-mail.
b. sensitive public access materials.
c. computer-generated e-mails that are self-directed and self-perpetuating.
d. unsolicited computer-generated messages whose sole purpose is to block a consumer from accessing competitors’ websites.
e. any non-personal electronically generated message sent via the Internet.
Communications that take the form of electronic junk mail or unsolicited e-mail are referred to as
a. trash mail.
b. outlaw mail.
c. Web waste.
d. spam.
e. viral marketing.
In 2004, the __________ Act became effective and restricts information collection and unsolicited e-mail promotions on the Internet.
a. Anti-SPAM
b. E-Mail Privacy
c. Digital Marketing
d. Consumer E-Mail Solicitation
e. CAN-SPAM
Word-of-mouth behavior in marketspace is referred to as __________.
a. tweets
b. buzz
c. instant messaging
d. blogging
e. viral marketing
In marketspace, buzz refers to __________.
a. instant messaging
b. twittering or tweeting
c. word-of-mouth behavior
d. firm-based viral marketing
e. negative or deceptive online ads
Buzz is a particularly influential force. According to Jeff Bezos, president of Amazon.com, “If you have an unhappy customer on the Internet, he doesn’t tell his six friends, he tells his __________ friends!”
a. 60
b. 600
c. 6,000
d. 6 million
e. 6 billion
Buzz is particularly influential for which of the following items?
a. toys, pharmaceuticals, motion pictures, and consumer electronics
b. parenting, gardening, retirement funds, and health insurance
c. funeral services, cruises, foreign travel, and higher education
d. daycare, silver-plating, restaurants, and road paving
e. tennis lessons, veterinarians, dance studios, and pressure washing
Viral marketing refers to
a. an embedded message that causes a popup screen to appear every time a user types in a specific word.
b. malicious spyware that is used to create doppelgangers at competitors’ websites.
c. a subversive program that automatically transfers inquiries from one website to another.
d. an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs.
e. an online promotion that awards points to participants based upon how many friends they can friend on personal social networking sites such as Facebook or Twitter.
An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs is referred to as __________.
a. buzz marketing
b. customerization
c. viral marketing
d. “liking”
e. permission marketing
There are three approaches to viral marketing. Marketers can: (1) __________; (2) make the website content so compelling that viewers want to share it with others; and (3) offer incentives for referrals.
a. embed a message in the product or service
b. use customerization
c. use choiceboards
d. use niche marketing
e. use permission marketing
There are three approaches to viral marketing. Marketers can: (1) embed a message in the product or service; (2) __________; and (3) offer incentives for referrals.
a. use customerization
b. use choiceboards
c. use niche marketing
d. make the website content so compelling that viewers want to share it with others
e. use permission marketing
When MSN Hotmail includes its tagline, “Get your Private, Free E-mail from MSN Hotmail,” on each of the millions of e-mails it processes daily, it is using __________.
a. opt-out marketing
b. viral marketing
c. customerization
d. niche marketing
e. buzz marketing
Visitors to the Universal Studios theme park can borrow one of three user-controlled webcams to take pictures of the park and themselves enjoying the park. Then the webcam users can e-mail the pictures to their friends. The average webcam user sends four e-mails to friends, which has resulted in more than 6 million park images being sent to potential visitors. Universal Studios is using __________ to promote its theme park.
a. viral marketing
b. opt-out marketing
c. customerization
d. niche marketing
e. buzz marketing
At the De Beers website, users can design their own rings and show them to others. One out of five website visitors email their ring design to friends and relatives who will then visit the site. De Beers is using ________ to promote its diamonds.
a. opt-out marketing
b. customerization
c. niche marketing
d. buzz marketing
e. viral marketing
People who referred 10 friends to the Procter & Gamble website for Physique shampoo (www.physique.com) received a free, travel-size styling spray and were entered in a sweepstakes to win a year’s supply of the shampoo. The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States. To accomplish this, P&G used __________.
a. opt-out marketing
b. customerization
c. viral marketing
d. niche marketing
e. buzz marketing
The practice of changing prices for products and services in real time in response to supply and demand conditions is referred to as __________.
a. dynamic pricing
b. virtual pricing
c. experience curve pricing
d. skimming pricing
e. elasticity pricing
Which of the following statements about cost and its impact on online shopping is most accurate?
a. Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions.
b. The margin for online goods is usually higher than those purchased in a traditional marketplace.
c. Dynamic pricing is the most commonly used pricing strategy for Internet purchases.
d. Any price advantage for online purchases is lost in shipping and handling fees.
e. Lower external search costs is one of the major reasons for the popularity of online shopping.
Which of the following statements about cost and its impact on online shopping is most accurate?
a. Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions.
b. The margins for online goods are usually higher than those purchased in traditional marketplaces.
c. Any price advantage for online purchases is lost in shipping and handling fees.
d. Many popular items bought online can be purchased at the same price or cheaper than in retail stores.
e. Dynamic pricing is the most commonly used pricing strategy for Internet purchases.
Online consumers are called empowered consumers because
a. products and services purchased online often cost less than in a retail store.
b. online shopping does not require that they fight traffic, find a parking space, walk long store aisles, and wait in line at checkout.
c. they are more informed and discerning shoppers.
d. there are websites for almost any good or service they want.
e. they can engage in an electronic dialogue with marketers.
Frank needs to buy a new car. Before visiting a showroom, however, he logs onto www.autobytel.com. Here, he can compare the attributes of various makes and models, find information about the prices of various option packages and learn the manufacturer’s suggested retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants. Because Frank is so well informed about prices, he is able to make a deal for several hundred dollars less than the salesperson’s best offer. Frank’s car buying experience illustrates which reason why consumers shop online?
a. convenience
b. communication
c. customization
d. choice
e. control
Studies show that shoppers spend an average of __________ hour(s) researching cars online before setting foot in a showroom.
a. 1
b. 2
c. 3
d. 4
e. 5
Computer files that a marketer can download onto the computer of an online shopper who visits the marketer’s website are referred to as __________.
a. bots
b. cookies
c. spiders
d. spam
e. interstitials
Cookies refer to
a. computer files that a marketer can download onto the computer of an online shopper who visits the marketer’s website.
b. embedded programs that flash split-second subliminal messages at regular intervals.
c. benign threads that direct a customer to alternate websites that might be of interest to them.
d. embedded programs that follow a user’s path from one site to another in order to determine where else a customer shops.
e. spyware used to retrieve personal information from a person’s computer.
What technology term would be used to describe the file that captures visitor information to a website, such as expressed product preferences, personal data, passwords, and credit card numbers?
a. spies
b. spiders
c. loggers
d. cookies
e. trackers
What is the technology called that allows a marketer’s website to record a user’s visit, track visits to other websites, and store and retrieve this information in the future?
a. spiders
b. worms
c. cookies
d. trackers
e. spies
Cookies provide which of the following to improve a consumer’s online buying and shopping experience?
a. convenience
b. cost
c. choice
d. communication
e. customization
Those people who object to cookies are most likely concerned with ___________.
a. costs
b. privacy
c. damage
d. waste
e. information overload
Suppose you are designing a marketing website and you would like it to be as user-friendly as possible. In particular, you do not want repeat customers to have to enter their address, e-mail, telephone number, and credit card data every time they make an online purchase. Rather, you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase. To achieve this goal, you would most likely use __________.
a. cookies
b. portals
c. spam
d. spiders
e. bots
The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as
a. viral marketing
b. buzz
c. data mining
d. behavioral targeting
e. spyware
Two major issues that contribute to consumers’ hesitancy to use online shopping are __________.
a. quality and price
b. privacy and security
c. computer knowledge and security
d. price and privacy
e. quality and computer knowledge
A recent Pew Internet and American Life Project poll reported that __________ percent of online consumers have privacy and security concerns about the Internet.
a. 15
b. 20
c. 35
d. 55
e. 76
According to the Federal Trade Commission, __________ percent of fraud complaints are Internet related, costing consumers $560 million.
a. 35
b. 46
c. 55
d. 64
e. 75
Self-regulatory efforts to respond to online consumers’ concerns about privacy and security include
a. eliminating the use of cookies on marketing websites.
b. prohibiting the collection of online consumers’ personal and financial information.
c. awarding the TRUSTe trademark to companies that comply with privacy standards.
d. lobbying against the adoption of federal Internet privacy laws.
e. relying on the U.S. government to protect online consumer privacy.
Which of the following statements regarding when and where online consumers shop and buy is most accurate?
a. Eighty percent of online sales occur on weekdays.
b. The busiest shopping day is Saturday.
c. Only 20 percent of consumers say they visit websites from their place of work.
d. Most people buy online when they are depressed.
e. Favorite websites for workday shopping and buying feature shoes or work attire.
Which of the following statements regarding when and where online consumers shop and buy is most accurate?
a. Twenty percent of online sales occur Monday through Friday.
b. The busiest shopping day is Wednesday.
c. Favorite websites for workday shopping and buying include those featuring health and beauty items, and apparel and accessories.
d. Some 20 percent of consumers say they visit websites from work.
e. Most people buy online when they are depressed.
Which of the following statements regarding when and where online consumers shop and buy is most accurate?
a. Eighty percent of online sales occur on the weekends.
b. The busiest shopping day is Saturday.
c. Only 20 percent of consumers say they visit websites from their place of work.
d. Favorite websites for workday shopping and buying include those featuring event tickets, travel, and flowers and gifts.
e. Most people buy online when they are depressed.
Some __________ of online consumers say they visit websites from their place of work, which partially accounts for the sales level during the workweek.
a. 15 percent
b. 20 percent
c. 30 percent
d. 40 percent
e. 50 percent
The online consumer who researches products online and then purchases them at a retail store is referred to as a __________ shopper.
a. multichannel
b. cross-channel
c. marketspace
d. clicks and bricks
e. casual
A cross-channel shopper refers to
a. the online consumer who researches products online and then purchases them at a retail store.
b. the online consumer who purchases a product online and then returns it at a retail store for store credit.
c. a consumer who e-mails or forwards a copy of a competitor’s coupon to another firm in hopes that the offer will be matched.
d. shoppers from one country who make online purchases from a company in a different country.
e. shoppers who purchase products under different screen names or avatars in order to protect their privacy.
Recent research shows that __________ of U.S. online consumers are cross-channel shoppers.
a. 20 percent
b. 37 percent
c. 45 percent
d. 51 percent
e. 75 percent
The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of _________.
a. reducing geographical barriers
b. finding products that are restricted in their area
c. finding products that are more customized to their needs
d. finding products that are out of season
e. comparing their options without having to trek to multiple retail locations
Research shows that sales arising from cross-channel shoppers dwarf exclusive online retail sales. Retail sales revenue from cross-channel shoppers is estimated to be about __________ times greater than online retail sales.
a. two
b. three
c. five
d. seven
e. ten
The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as __________.
a. multichannel marketing
b. strategic channel alliances
c. dual-track reselling
d. dual distribution
e. retail segmentation
Multichannel marketing refers to
a. selling the same product to the same customers under two distinct brand names.
b. selling the same product to the same customers at two different price points through two different distributors.
c. the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online.
d. the use of bots to find the best prices and make purchases from multiple websites simultaneously.
e. the blending of non-electronic communication and delivery channels to counteract the power of online buying.
The most common cross-channel shopping and buying path is to browse one or more websites and then
a. negotiate among competitors for the lowest price.
b. find the item on an auction site such as eBay.
c. contact the manufacturer directly.
d. click on the shopping cart icon to purchase the product or service.
e. purchase the item at a retail store.
Two general applications of websites exist based on their intended purpose: (1) __________ websites and (2) promotional websites.
a. transactional
b. financial
c. service-oriented
d. informational
e. cross-functional
Two general applications of websites exist based on their intended purpose: (1) transactional websites and (2) __________ websites.
a. cross-functional
b. financial
c. service-oriented
d. informational
e. promotional
Websites play a multifaceted role in multichannel marketing because they can serve as either a __________ or delivery channel.
a. cost
b. communication
c. choice
c. control
d. convenience
Office Depot has leveraged its store, website, and catalog channels with impressive results. The promotion of all three information and delivery channels indicates that Office Depot would like its customers to think of all of its channels as Office Depot. Office Depot is likely following a(n) __________ strategy.
a. cross-functional
b. interlocking marketing
c. multichannel marketing
d. dual distribution
e. market penetration
Eddie Bauer has leveraged its store, website, and catalog channels with impressive results. At Eddie Bauer, every effort is made to make the apparel shopping and purchase process for its customers the same as in its retail stores, catalog, and website. An Eddie Bauer marketing manager says, “We don’t distinguish between channels because it’s all Eddie Bauer to our customers.” Eddie Bauer is likely following a(n) __________ strategy.
a. cross-functional
b. interlocking marketing
c. dual distribution
d. multichannel marketing
e. market penetration
JCPenney has leveraged its store, website, and catalog channels with impressive results. A JCPenney customer who shops in all three channels—store, catalog, and website—spends four to eight times as much as a customer who shops in only one channel. JCPenney is likely following a(n) __________ strategy.
a. dual distribution
b. market penetration
c. cross-functional
d. interlocking marketing
e. multichannel marketing
A __________ website is essentially an electronic storefront with the primary purpose of converting an online browser into an online, catalog, or in-store buyer.
a. multichannel
b. transactional
c. promotional
d. intermediary
e. direct selling
Which of the following statements about transactional websites is NOT true?
a. Transactional websites are most common among store and catalog retailers and direct selling companies.
b. Transactional websites can create channel conflict.
c. Transactional websites may cannibalize sales from stores, catalogs, and sales representatives.
d. Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes.
e. Transactional websites are used less frequently by manufacturers of consumer products.
One problem that can occur from the use of a transactional website is __________, even though marketers claim the number of new customers they attract to stores offsets this problem.
a. customer attrition
b. stickiness
c. cannibalization
d. unauthorized buzz
e. excessive product returns
Retailers and direct selling firms have found that their websites, while cannibalizing sales volume from stores, catalogs, and sales representatives, attract new customers and influence sales. When Victoria’s Secret, the well-known retailer of intimate apparel for women ages 18 to 45, created its website, it reported that __________ of its website customers are __________, most of whom generate new sales volume for the company.
a. 50 percent; women between the ages of 45 and 65
b. 40 percent; teenagers from 13 to 17
c. 30 percent; mature women 50 years and older
d. 25 percent; customers from rural communities
e. 60 percent; men
A threat arising from the introduction of an Internet channel and the potential harm to trade relationships with a manufacturer’s retailing intermediaries is referred to as _________.
a. channel conflict
b. channel clash
c. channel chaos
d. channel divergence
e. channel discord
Manufacturers of consumer products use transactional websites less frequently than other firms because
a. in some industries, this form of vertical integration is illegal.
b. there is a threat of channel conflict.
c. it is difficult to maintain inventory levels at online warehouses.
d. some stakeholders are opposed to websites that drain resources without providing any return on investment.
e. such websites require dynamic pricing, which is difficult to use if supply and demand change frequently.
When manufacturers market their product lines using transactional websites, they often
a. cooperate with marketplace retailers.
b. run the risk of breaking anti-competitive laws, such as the Clayton Act.
c. keep their website as simple as possible.
d. change their pricing strategy from a skimming to a penetration pricing strategy.
e. employ the services of Internet warehouses so they do not have to maintain title to the goods.
A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the U.S. This is an example of a __________ website.
a. portal
b. promotional
c. transactional
d. multichannel
e. direct sales
Wolfermans.com is a website that sells delectable muffins, rich desserts, smoked turkeys, and other food attractively packaged and ready for gift-giving. All a visitor has to do is decide what to buy. Wolfermans.com is an example of a(n) _________ website.
a. intermediary
b. promotional
c. multichannel
d. direct sales
e. transactional
Websites designed to advertise a company’s products and provide information on how items can be used and where they can be purchased are referred to as __________ websites.
a. choiceboard
b. conventional
c. transactional
d. promotional
e. intermediary
Websites designed to engage the visitor in an interactive experience involving games, contests, and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.
a. promotional
b. conventional
c. intermediary
d. choiceboard
e. transactional
Promotional websites generate interest in and trial of a company’s products and services by
a. providing access to human service representatives to assist in making purchases.
b. accommodating interactive communication initiated by a company’s employees, investors, and suppliers.
c. converting online browsers into online buyers.
d. providing information on how items can be used and where they can be purchased.
e. obtaining information on customer preferences and buying habits.
Which of the following statements about promotional websites is NOT true?
a. Promotional websites can be used to support a company’s traditional marketing channel.
b. Promotional websites provide information on how items can be used and where they can be purchased.
c. Promotional websites are effective in generating interest in and trial of a company’s products.
d. Promotional websites can cannibalize sales.
e. Promotional websites advertise and promote a company’s products and services.
The Clinique Division of Estée Lauder, Inc., markets cosmetics through department stores. Clinique reports that 37 percent of non-customers who visit its website later purchase a Clinique product at a department store. It is impossible to purchase the items from the website; rather Clinique uses its __________ website to build customer relationships.
a. conventional
b. transactional
c. promotional
d. transformational
e. customer conversion
OceanSpray.com has a website that describes the company’s products. The website also includes nutritional information and recipes featuring Ocean Spray products. Since Ocean Spray products are available at nearly all supermarkets, there was no need to include dealer information. Ocean Spray uses a(n) __________ website.
a. choiceboard
b. conventional
c. transactional
d. promotional
e. intermediary
The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ of U.S. online retail sales in 2012.
a. 40 percent
b. 50 percent
c. 60 percent
d. 70 percent
e. 90 percent
The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.
a. create portals; act as bots
b. convert online browsers into online buyers; promote a company’s products and services
c. provide information about a company; move consumers closer to a purchase
d. move consumers closer to a purchase; provide information about a company
e. promote a company’s products and services; convert online browsers into online buyers
Pizza Hut was a pioneer in QSR. QSR is an acronym for __________.
a. quick serve restaurant
b. quality service restaurant
c. quality, service, and responsibility
d. quantity service restaurant
e. quality service review
Pizza Hut revolutionized the quick serve restaurant (QSR) world through a(n) ________ marketing approach that created a customer experience and a customer engagement platform that was second to none.
a. interface
b. cross-over
c. dual-track
d. symbiotic
e. multichannel
Pizza Hut’s most frequent customers divide into two categories: (1) __________ and (2) young adult males with active lifestyles.
a. people returning home from work
b. families and mothers with no time
c. college students living on campus
d. men who watch sports on weekends
e. high school students on dates
Pizza Hut’s young adult males seek more of the food they love with __________ in the process.
a. nutritional value
b. a hassle-free eating experience
c. a great social experience
d. less time and cash invested
e. friendly environment
Pizza Hut’s cost-conscious mothers look for a good quality product and _________. Deal-seeking young adult males seek more of the food they love with _________ in the process.
a. nutritional value; coupons and extra servings
b. a hassle-free eating experience; less time and cash invested
c. the lowest price possible; a great social experience
d. time with their children; the best price possible
e. friendly environment; free, fast, and easy delivery
Pizza Hut set out to reinvent the retail pizza business by breaking away from a(n) __________ platform to an efficient and powerful __________ platform by reaching into its customers’ kitchens and couches to offer a better mealtime ordering, delivery, and dining experience.
a. transformational; promotional
b. promotional; transactional
c. transactional; customer engagement
d. informational; transactional
e. customer engagement; transactional
Since promotions are an important expectation in pizza purchasing, Pizza Hut’s __________and __________website design elements balance the ability to shop for a deal with quick and easy ordering access for people who arrive at PizzaHut.com ready to purchase.
a. context; content
b. communication; context
c. commerce; customization
d. communication; connection
e. content; community
Pizza Hut’s website customization is achieved in several ways, but the primary utility is to __________.
a. speed up the delivery process
b. offer the greatest selection
c. offer the best value for the price
d. create strong customer relationship
e. simplify ordering
Pizza Hut’s website customization is achieved in several ways, but the primary utility is to simplify ordering. For customers who have already registered, there are several personalization options, including rapid ordering called Express Checkout—a feature that’s based on __________.
a. offering the greatest selection
b. speed up the delivery process
c. saved preferences
d. offering the best value for the price
e. create strong customer relationship
When Pizza Hut designed its marketing website, it wanted to make it as easy and user-friendly as possible. In particular, it did not require repeat customers to have to enter in their addresses, telephone numbers, and payment options every time they make an online purchase. Rather, it wanted its website to recognize each customer by name every time he or she visited the site to place an order. The website was designed to retrieve all the information about the customer automatically whenever he or she placed an order. To accomplish this task, Pizza Hut used a __________.
a. cookie
b. portal
c. gopher
d. spider
e. bot
Pizza Hut’s website __________ and __________ are integrated with the company’s overall communications programs—including traditional media—with product innovations, promotions, and special events shared across platforms.
a. context; content
b. communication; context
c. commerce; customization
d. communication; connection
e. content; communications
Realizing that it did not make sense for the company or their customers to create a community on the site, Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.
a. LinkedIn
b. Facebook
c. Flicker
d. MySpace
e. Twitter
Pizza Hut’s 2009 program to identify a summer intern, or ________, responsible for monitoring and encouraging dialog on Twitter and other social media networks, is an example of how the brand is building on existing platforms and making effective use of the massive social marketing infrastructure.
a. Trusttern
b. Twintern
c. Stutern
d. Brandtern
e. Blogtern
Pizza Hut’s management team uses a __________ to monitor various aspects of the brand’s marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.
a. marketing matrix
b. transfer template
c. marketing dashboard
d. information screen
e. corporate dashboard
According to Ian Wolfman, “Brands that thrive will be those, like Pizza Hut, that can efficiently build sustainable relationships with people—relationships that have both high __________ and high __________.”
a. trust; transactions
b. levels of communication; brand awareness
c. customer loyalty; consumer expectations
d. customer interaction; product awareness
e. customer value; mutual respect
Links that are embedded in the website, appear as highlighted words, a picture, or graphic, and allow a user to effortlessly visit other sites with a mouse click comprise a website’s ________ design element.
Although Recreational Equipment, Inc. (www.rei.com) has typical retail store hours, 35 percent of its orders are placed between the hours of 10 p.m. and 7 a.m. This shows how electronic commerce contributes to customer value through the creation of
Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information. The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via email. When Clinique introduced its Anti-Aging Serum, it sent emails to all women over 35 who had indicated in the survey that they were worried about wrinkles. Eight percent of the women who received the email purchased the new product. Clinique used ________ to introduce its new product.
What do online eyeglass retailer Warby Parker, online mattress seller Casper Sleep, clothing online retailer Bonobos, jewelry online retailer Blue Nile, and Amazon have in common?
Most websites do not include every design element. Websites that are used primarily for advertising and promotion purposes emphasize the ________ and connection elements.
Which of the following examples demonstrates how electronic commerce creates customer value through form utility?
Pizza Hut’s management team uses a(n) ________ to monitor various aspects of the brand’s marketing program and provide an almost constant stream of fresh information that it can use to optimize engagement with people or tweak various aspects of performance.
Nike is a recognized innovator in the use of ________ for creating interactivity, individuality, and customer relationships. Its NIKEiD product configurator invites customers to create one-of-a-kind shoes, messenger bags, and backpacks by simply answering a few questions and viewing the finished product from numerous angles.
A visitor to WWE.com will find frequently updated information on WWE wrestlers, matches, and licensed merchandise as well as links to the W Network and to the WWE Facebook, Twitter, and YouTube sites. The WWE.com website uses ________, a website design element that influences customer experience.
The key difference between the traditional marketplace and the new marketspace is that the latter is a________ exchange environment.
The greatest marketspace opportunity for Seven Cycles lies in its potential for creating
In the traditional sense, a ________ is where buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects.
Interactive marketing refers to
Two unique capabilities of digital technology, ________, promote and sustain customer relationships for the marketer.
The General offers automobile insurance online. Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly. This shows how electronic commerce contributes to customer value through the creation of
The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as
The Reebok Design Your Own website is an example of how the firm has effectively used ________ technology to allow its customers to customize their athletic shoes.
choiceboard
With interactive marketing,
The Harley Owners Group (HOG), sponsored by Harley-Davidson and supported by its website, allows fellow HOG members to communicate with each other. Because it hosts HOG, the Harley-Davidson website incorporates the ________ design element.
Which of the following profiles would most likely describe an online consumer?
Among popular purchases online, one category includes items like computers, consumer electronics, and books for which
Among popular purchases online, one category includes items such as computer software, music, and video for which
Among popular purchases online, one category includes items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. This category contains items such as
One product and service category of online consumer buying consists of highly standardized products and services such as automotive products, for which
Among popular purchases online, one category includes regularly purchased consumer-packaged goods such as health care and personal care items for which
The practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as
Figment.com is a website owned by publisher Random House that caters to teenagers who love to read and write fan fiction. It has more than 300,000 members who can share, create, and moderate content, as well as recommend products. This website is an example of
Computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer’s website are referred to as
Burger King received much attention for its Whopper Sacrifice campaign that asked, “What do you love more, your friend or the Whopper?” Facebook users were asked to “unfriend” 10 people from their Facebook friends list in exchange for a free burger. Burger King was using incentives as a form of ________ to promote its products.
Spam refers to
The use of social networks for browsing and buying is called
The six reasons consumers shop and buy online are
Which of the following is an approach to viral marketing?
Studies show that automobile shoppers spend an average of 11 hours ________ before setting foot in a showroom.
Levi’s Japan has a website that caters to those looking to tailor their own denim, allowing customers to choose from different cuts (502 regular wide, 505 regular wide, 517 boot cut), coloration (dark used, mid used), button and rivet colors (gold, silver, bronze), inseam length, and extra treatments (sanding, paint drips). From start to delivery takes about a month. This describes one example of why consumers shop and shop and buy online, which is
In marketspace, buzz refers to
Which of these may be a reason why consumers do not shop and buy online?
Suppose you are designing a marketing website and you would like it to be as user-friendly as possible. In particular, you do not want repeat customers to have to enter in their address, email, telephone number, and credit card data every time they make an online purchase. Rather, you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase. To achieve this goal, you would most likely use
An Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via email, social networking, and blogs is referred to as
Two major issues that contribute to consumers’ hesitancy to use online shopping are
Pizza Hut’s young adult males seek more of the food they love with ________ in the process.
Developing a customer journey map, including uncontrollable touchpoints, is a useful first step in implementing
About ________ percent of U.S. online shoppers have engaged in showrooming for one or more products.
Which step in implementing multichannel marketing is most challenging?
All of the following are motivators for showrooming except which?
________ is the practice of examining products in a store and then buying them online for a cheaper price.
Despite challenges, growth in multichannel marketing has resulted in these retailers accounting for about ________ percent of U.S. online retail sales.
Which of the following is popular product category for showrooming?
The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as
Pizza Hut’s most frequent customers can be divided into two categories: (1) ________ and (2) young adult males with active lifestyles.
Procter & Gamble Co. created an advertisement for its Old Spice Krakengard Wild antiperspirant. In terms of the communication process, the ________ in the ad informed prospective customers that the antiperspirant offered more protection than other brands.
Throughout its history, Taco Bell has
The advertising campaign, “Think Outside the Bun” was designed for Millennials and belongs to which brand?
Errors in communication can occur in several ways, including which of the following?
A similar understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process is referred to as
A primary function of the promotional mix is to
Disney uses an integrated marketing communications program (IMC) to promote group travel to its theme parks because
Mary’s Cookies submitted an ad to the local newspaper with a coupon stating that a dozen cookies cost $2.99. The newspaper instead printed the price on the coupon as $29.99. Consequently, no customers came in to buy cookies using the coupon. The factor working against effective communication between Mary and her target market in this case was most likely the result of
The concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences is referred to as
When an English speaker reads the KFC slogan “Finger-lickin’ good!” he or she interprets this as an indication that the food tastes very good. When this slogan was translated into Chinese, the Chinese speaker interprets the same words as “eat your fingers off!” The different interpretations of the ad are primarily due to differing
Which of the following types of promotion uses customized interaction?
Which of the following statements describes a key difference between advertising and publicity?
Which of the following is a weakness of personal selling?
Which of the following is a strength of publicity?
Which of these promotional elements has the highest cost-per-contact or exposure?
Wasted coverage can be reduced by which of method of promotion?
Direct marketing has the advantage of being ________ to match the needs of specific target markets.
Which of the following is a weakness of advertising?
Which of the following describes a disadvantage associated with personal selling?
When a furniture company employs designers that meet with customers to advise them on home decoration, the company is using
Marketers can communicate best with college students by
Albert Searchware is a type of search engine used at company websites to handle customer questions. The firm is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage of its product life cycle. Which of the following options should it employ?
When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using ________ strategy.
the promotional objective of the decline stage of the product life cycle is to
Ford Motor Company provides support and incentives for its Ford and Lincoln dealers worldwide. Through a multilevel program, Ford provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage dealers to ________ the Ford products through the channel to consumers.
“To inform” is the promotional objective of which stage of the product life cycle?
“To remind” is the promotional objective of which stage of the product life cycle?
Many promotional efforts are focused on ________, who help coordinate promotional campaigns sponsored by the manufacturer and provide marketing advice and expertise.
The promotional objective of the introduction stage of the product life cycle is to ________ consumers in order to increase their level of awareness of the product offering.
All of the following guidelines help ensure the success of mobile marketing except which?
During the evaluation phase of an IMC program, a firm will ________ and make needed changes.
Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and
The actions a firm takes during the promotion decision process include ________, executing, and assessing the promotion program.
In the hierarchy of effects, trial refers to
In the hierarchy of effects, adoption refers to
CoolMax is a fabric made by DuPont used in the manufacture of exercise clothes because it keeps the user “cool and dry.” The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material. Since he had never before owned anything made with CoolMax, Kumar was in which stage of the hierarchy of effects?
The Olympics have become a very visible example of a comprehensive integrated communication program. For organizers, primary importance is placed on
Which of the following tasks is completed during the planning phase of an IMC program?
After awareness in the hierarchy of effects is
All of the following are methods that firms use to set their promotion budgets except which?
The European Union passed a law called the E-Privacy Directive to
Traffic generation is
Sales from which of the following direct marketing tools is growing the fastest at 33 percent?
The National Do Not Call Registry was created to give Americans a tool for maintaining their privacy on home telephone lines. More than ________ percent of all households are registered.
An offer designed to generate interest in a product or service and a request for additional information results in
Proponents of Do-Not-Track regulations suggest that website owners that use cookies to collect information about consumers’ shopping habits should only do so
An offer that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction may result in
The outcome of a direct marketing offer designed to motivate people to visit a business is referred to as
All of the following are forms of direct marketing except which?
All of the following are challenges and opportunities that direct marketing faces in global markets except which?
________ can take three forms: pioneering (or informational), competitive (or persuasive), and reminder.
An ad for Campbell’s soup reads, “We haven’t changed that great taste your family’s always loved.” This is an example of ________ advertising.
Another name for pioneering advertising is ________ advertising.
A Budweiser ad, as part of its “Responsibility Matters” campaign, promotes responsible drinking by encouraging the use of designated drivers. This ad is an example of ________ advertisement.
A competitive (or persuasive) ad
When the Campbell Soup Co. introduced its new Slow Kettle Style Soups, its advertising touted restaurant-quality soup with authentic ingredients and unique flavors available at the grocery store. What type of product advertisement was it most likely using in its ads?
An ad for Mercedes-Benz automobiles showed a heart-shaped box of chocolates with one of the chocolates topped with the well-recognized Mercedes logo. There was no mention of the company name nor any sign of a product in the ad. This ad was an example of ________ advertising.
The purpose of pioneering institutional advertisements is to
An advertisement that informs people what a company is, what it can do, and where it is located is referred to as
The Dial Soap ad with the tag line, “Aren’t you glad you use Dial? Don’t you wish everybody did?” is an example of which type of advertising?
The first decision in developing an advertising program is to
If you ordered a TV commercial to run on a local TV program that could reach 500,000 households for a cost of $1,000, what would your CPM be?
All of the following statements are true about using sex appeals in advertising except which?
The American Association of Advertising Agencies reports that high-quality _________ TV commercials typically cost about $354,000 to produce.
When bebe, a contemporary women’s clothing store, uses pictures in its advertising to “attract customers who are intrigued by the playfully sensual and evocative imagery of the bebe lifestyle,” it is using which type of advertising appeal?
A political ad that incorporates a fear appeal would most likely be expressed as
Because consumers often do not pay close attention to advertising messages, advertisers want to reach the same audience more than once. This means that advertisers are concerned with
Much of Google’s success is based on the 10 guidelines of its corporate philosophy. Guideline 7 states, “There’s always more ________ out there.”
A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning and how purchasing and using the advertised product can avert disaster. Such advertisements use
The average number of times a person in the target audience is exposed to an advertisement is referred to as
The Starch test uses aided recall to determine the percentage of those who did which of these?
Google is the dominant provider of online search requests and receives more than ________ percent of the search advertising revenue.
Tests conducted before an advertisement is placed in any medium to determine whether the advertisement communicates the intended message or to select among alternative versions of the advertisement are referred to as
The online advertising market has grown from its initial focus on simple text ads to a much larger set of options. There are five key categories of online advertising. They are search, ________, classified, referral, and email.
Some studies show that ________ are superior to other advertising strategies.
All of the following are examples of posttests except which?
Advertisers are enthusiastic about virtual reality because
National advertising campaigns rarely include newspapers unless in conjunction with local distributors of their products. Exceptions to this would be print versions of
An advantage of newspaper advertising is
There are a variety of online advertising options. The most popular are
Marketing firm Valassis created and managed a Nutella promotion to induce trial of the product. Nutella is a creamy, chocolaty, hazelnut spread that is imported into the United States from Italy. A Valassis polybag containing a 20-gram “Coppetta” packet of Nutella spread, a cracker, a Nutella coupon, and a product brochure were delivered to consumers’ doors via the Sunday newspaper. In addition to the coupon, what type of sales promotion was used here?
In the film Runaway Bride, Julia Roberts boarded a FedEx truck. Another actor gave voice to FedEx’s service guarantee, saying she will arrive “by 10 a.m. the next business day.” This is an example of
A promotion related to the movie Pacific Rim Uprising was seen in Target stores throughout the United States. The sales promotion was designed to maximize the consumer’s attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a
Cooperative advertising refers to
Sales promotion expenditures account for ________ percent of all promotional spending.
When Milk-Bone dog biscuits offered a ball toy for $1.99 and two proofs of purchase, it was using a
When a ________ is offered on lower-priced items as a sales promotion, the time and trouble of mailing in a proof of purchase to get the check often means that many buyers never take advantage of it.
Nabisco used a free-standing rack in the shape of a bus to promote its Ritz and other cracker products. The goal of the sales promotion was to maximize the consumers’ attention to lunch box and after-school snacks. The “bus,” which provided storage for the featured products, was placed in a high-traffic area of U.S. grocery stores. This type of sales promotion is referred to as a
A mother handed her college-aged son a clipped ________ and said, “Use this to get 25 cents off the Birds Eye lima beans I need you to pick up for dinner,” which shows that Birds Eye has been successful in its attempt to stimulate demand.
The consumer sales promotion that involves the use of a brand-name product in a movie, television show, video game, or a commercial for another product is referred to as
A publicity tool that is heavily relied on by nonprofit organizations, and which involves free space or time donated by the media, is referred to as a
An emailed announcement that was sent to members of the business press from German pharmaceutical giant Bayer stating that it was looking for a buyer for its household insecticide business as part of its restructuring program is an example of which type of publicity tool?
An announcement that Apple has just introduced a new version of its iMac Pro computer is an example of which type of publicity tool?
During a recent winter immunization campaign, the Centers for Disease Control and Prevention used the media to encourage all Americans to be vaccinated against the seasonal flu virus. This is an example of a ________, in which the media donated free space and airtime.
In planning and obtaining publicity, a frequently used tool is the ________, which is an announcement regarding changes in the company or the product line.
Which of the following is a publicity tool?
A common publicity tool is the ________, in which representatives of the media are all invited to an informational meeting and advance materials regarding the content are sent.
The objective of ________ is to inform a newspaper, radio station, or other media of an idea for a story.
News conferences would most likely be used during which stage of a product’s life cycle?
Media richness is ________ in face-to-face communication than in telephone or email communications.
As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure
Social media are
Messaging apps such as WhatsApp, Talk, Facebook Messenger, WeChat, and Slack allow consumers to chat with company representatives, ask questions, and obtain personalized recommendations. These messaging options, when combined with Internet bots, are becoming a new form of shopping known as
In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as
As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site
While both traditional media and social media can reach either a large audience or a niche audience, social media are different from traditional media because
Which of the following statements about user-generated content (UGC) is most accurate?
Web 3.0 is expected to integrate
A criterion of ________ is that it is online content published on a publicly accessible website or social networking site.
To engage fans on Facebook, a good strategy is for a brand manager to
Which of the following social media networks does Body Glove use as the foundation of its customer service function?
Brand managers find out what people are saying about their brand on Twitter by
Through a network of businesspeople known as ________, members of LinkedIn might gain an introduction to someone they wish to know through a mutual contact.
The marketing challenge for the brand manager using a Facebook page is to post and create content that will generate the best response. This goal can be accomplished by all of the following except which?
In a recent survey of small-business owners, 41 percent see ________ as potentially beneficial to their company—more than twice that for the other major social networks discussed in the textbook.
All of the following are tips experts recommend to student job seekers using LinkedIn except which?
Twitter can be a good source of information about a brand or product because of its
A recent study found that a “like” or a “friend” to a brand’s Facebook page is worth ________ in terms of product spending, brand loyalty, and “propensity to recommend” the site to others.
If a brand manager wanted to use LinkedIn to promote his or her brand, the best option would be to
________ marketing program is that portion of a company’s integrated marketing communications effort designed to create and deliver online media content that attracts viewer attention and encourages readers to share it with their social network.
A social media marketing plan should reach ________ in hope that they become “influentials” and eventually “evangelists.”
A social media marketing plan’s purpose is to reach
All of the following considered by brand managers as they determine their social media content except which?
An active consumer who is “delighted” with a brand and its message and then communicates with their online friends and the company about the joys of using the brand is referred to as
In comparing social media, a brand manager might assess ________ and the characteristics of a site’s visitors.
All of the following are among the seven types of social media content used by companies to create and sustain customer engagement except which?
The degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network is referred to as customer
Which of the following statements about the role of social media for PepsiCo’s “Friend Finder” is most accurate?
Within the context of social media, an “evangelist” is an online user who
The performance measure for social networks known as average page views per visitor is the number of
Performance measures for social media are
After Michael Drysch made his phenomenal hook shot in the Carmex Half-Court Hero promotion, the footage went viral and earned Carmex over 500 million media impressions across TV, print, online, and social media. The lesson here is to
A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser’s website is referred to as
As a performance measure for social networks, the percentage of recipients who have clicked on a link on the page to visit a specific site is the
All of the following are social media performance measures except which?
The number of times a Facebook page is loaded in a given time period is referred to as
A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as
Cost per click is a measure in which
A fan source is
The convergence of real and digital worlds is the result of
Which of the following smartphone apps is made possible through mobile marketing?
Which of the following is the largest analytical platform that can respond to queries in facts, photos, and direct answers?
Computer-based networks that trigger actions by sensing changes in the real or digital world are known as
The convergence of real and digital worlds has been made possible by all of the following except which?
The greatest concern consumers may have regarding the convergence of the real and digital worlds is
Apps are
Smart systems are
The product life cycle is of most concern for which app?
Snapchat recently released a link to an augmented reality image of Michael Jordan, which showed the basketball player wearing the newest model of sneakers. Users could then “walk around” Jordan, view the product, and tap into the Snap Store to make a purchase. This is an example of
Relationship selling refers to
Which of the following statements regarding the role of salespeople is most accurate?
According to Lindsey Smith of GE Healthcare, all of the following are necessary for a successful sales career except which?
The primary way in which relationship selling creates customer value is by
Personal selling serves several major roles in a firm’s overall marketing effort; for one, salespeople
Planning the selling program and implementing and evaluating the personal selling effort of the firm is referred to as
Which of the following is a task involved in managing personal selling?
The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence the purchase decision of a person or group is referred to as
Sales management refers to
Lindsey Smith’s selling success at GE is due in large part to her
In conference selling,
John Whitaker works for American Greetings. His job description includes the following responsibilities: (1) stock and arrange point-of-purchase displays of present customers—60 percent of his workweek and (2) receive orders from customers and complete the transactions—40 percent of his workweek. Whitaker is primarily engaged in which type of selling?
Which of the following statements regarding outside order getters is most accurate?
Personal selling assumes many forms based on the ________ and the ________ to perform the sales task.
Many firms such as Xerox and IBM use a cross-functional sales practice known as
Which of the following statements regarding order getters is most accurate?
DuPont assigned chemists, sales and marketing executives, and regulatory specialists to create and sell an herbicide for corn growers that recorded sales of $57 million in its first year. This type of sales approach is referred to as
Pitney Bowes uses sales personnel, carrier management specialists, and engineering and administrative executives who continually work together to find ways to improve the technology involved in shipping goods across town and around the world. This type of sales approach is called
Which form of personal selling has the lowest requirement for problem solving?
It is estimated that the average cost of a single field sales call on a business customer is about ________, factoring in salespeople compensation, benefits, and travel-and-entertainment expenses.
During the ________ stage of personal selling, a salesperson would learn if her prospect liked to talk about sports before getting down to business or preferred not to waste time with idle chatter.
The practice of introducing a higher-end product solution than the one in question during the sales process is referred to as
A need-satisfaction presentation is a format that
The salesperson’s objective is to search for and qualify potential customers during which stage in the personnel selling process?
In personal selling, a trial close refers to
The practice of proposing related or complementary products and services during the sales process is referred to as
At the end of her sales presentation, the salesperson asks, “Do you want to make monthly payments of $75 with a 10 percent down payment or would you prefer to write a check for the full amount today?” She has just made
Davidson-Uphoff & Co. sells ironware accessories for home and garden to retailers. The salespeople for this company are trained to ask probing questions such as, “What are the decorating trends in this region?” and “What are you doing to take advantage of this trend?” Once key ideas have been uncovered, the salesperson is taught to tailor his or her sales presentation so that the retailer can see why he or she should carry Davidson-Uphoff products. Davidson-Uphoff’s salespeople are learning the ________ selling format.
Sellers view a solution as a customized and integrated combination of products and services for meeting a customer’s business needs. Buyers think of a solution to a business problem as one that meets their requirements, is designed to uniquely solve their problem, can be implemented, and
The sales process at Xerox typically follows the six stages of the personal selling process. During the fifth stage, the salesperson engages in ________ (gets a signed document or a firm confirmation of the sale).
The final stage in the personal selling process is referred to as
The salesperson’s objective is to ensure that the customer is satisfied with the product or service during which stage in the personnel selling process?
Mark wanted to make some extra money, so he went door-to-door in his neighborhood asking residents if they had any small jobs that they could hire him to perform. Mark had no idea of whether anyone had work for him, so he picked the houses randomly and knocked on the doors to see if anyone was home and perhaps interested in his services. In terms of the personal selling process, Mark was engaged in
In the personal selling process, a telemarketer for a life insurance firm who calls and asks the head of the household, “If you were to die tomorrow, would your family be cared for?” is engaged in
A need-satisfaction presentation format that involves adjusting the presentation to fit the selling situation, such as knowing when to offer solutions and when to ask for more information, is referred to as
At which stage in the personal selling process would the salesperson obtain further information about the prospect and decide on the best method of contact?
Alice Faulkner is a professional salesperson. She earns her living by selling advertising for The New York Times newspaper. In addition to selling advertising to her regular accounts, Faulkner is responsible for generating new advertising accounts for the newspaper. In order to fulfill her responsibilities, Faulkner works hard to make sure the potential customers she sells to are qualified prospects. How can Faulkner know if the prospects she is selling to are in fact qualified prospects?
Which of the following statements regarding the preapproach stage with respect to international selling is most accurate?
Canam Canada specializes in the fabrication of steel joists, joist girders, and steel deck for use in commercial construction. Canam Canada offers value-added engineering support, architectural flexibility, and customized solutions and services. Canam Canada uses team selling that focus on important customers to build mutually beneficially, long-term relationships. Teams include sales, service, and technical personnel to work exclusively with assigned customers. Canam’s sales force practices are an example of
When Daniel was hired to work for Bush Refrigeration Company, he was told, “The sales training program is 18 weeks, and we’ll pay you $750 per week during that time.” While Daniel was in training, the company used a ________ to compensate him for his time and effort.
The practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships is referred to as
Toshiba America Medical Systems salespeople use ________ with capabilities to provide interactive presentations for their computerized tomography (CT) and magnetic resonance imaging (MRI) scanners.
One of the most crucial tasks of sales management is ________; it begins with a carefully crafted job analysis.
Sales force automation is typically applied to all of the following except which?
The disadvantage of product sales organization is
In a ________, the United States, or even the globe, is divided into regions and each region is divided into districts or territories.
Behavioral measures used to evaluate salespeople include assessments of a salesperson’s ________, attention to customers, product knowledge, selling and communication skills, appearance, and professional demeanor.
________ provides intelligence to salespeople in the form of lead qualification, preapproach preparation, customer buying patterns, and upselling and cross-selling opportunity identification.
Salespeople for Timex watches use their laptop computers to process orders, plan time allocations, and forecast sales. This use of ________ helps free up time for the Timex salesforce provide enhanced customer service.
Which of the following statements about sales force training is most accurate?
In class, we considered a company which was selling a new brand of dog food (Dog Chow). In which stage of the Product Life Cycle would the company be most likely to use free samples as a sales promotion to increase sales?
According to the lecture, ____________ is the process of conveying a message to others.
According to lecture, retailers can be classified based on the form of ownership and their marketing strategies. Which would describe JOANN
To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 17-2 above, the promotional element labeled D represents
Many fast-food retailers, including McDonald’s and Burger King, have followed a predictable pattern of how new forms of retail outlets enter the marketplace. McDonald’s has evolved from a relatively simple restaurant with low margins, low prices, limited product offerings, and low institutional status to a worldwide chain with higher margins, high status, and a diverse menu of products. This evolution of McDonald’s restaurants is consistent with the
Intermediaries that represent a single producer and are responsible for designing promotional plans, setting prices, determining distribution policies, and making recommendations on product strategy are referred to as
Companies such as Avon, Fuller Brush, Mary Kay, and World Book are examples of firms that use
Costco requires customers to perform many shopping functions during the purchasing process and all nonessential customer services have been eliminated. What level of service does Costco offer?
All products go through a product life cycle of ________ stages:
According to lecture, _____________ goals include to Communicate customer value, Build a brand/company , explain how the product works, and suggest new uses for a product.
According to Lecture, Retailer Cooperatives are formed by a group of small retailers. What advantage did we hear such cooperatives have?
According to the retail life cycle, in which stage would market share rise gradually, although profits may be low because of start-up costs?
Which of the following describes a disadvantage associated with personal selling?
The Olympus Eye Trek is a device that provides “a high-quality personal TV experience.” It resembles a pair of glasses that when worn make the user think he or she is watching a 52-inch high-definition television. An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works. This Olympus Eye Trek is most likely high in
The second stage in the hierarchy of effects is
The practice of ________ is common among college students.
Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?
According to class, what type of retail establisment has Central Ownership and Central Authority?
In class, we heard about the Top Franchises in the U.S. What company has the number 1 rank?
The last stage in the hierarchy of effects is
The value added dimension of the retail positioning matrix includes elements such as product reliability, prestige, and
What is the nature of the “paid” aspect of advertising?
For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer goes through, which include
Bloomingdale’s stores are part of the Macy’s
Promotional programs are directed at all of the following except which?
According to the lecture, which one of the following is a “new” role for the promotion mix?
In class, we noted that the type of product can influence the promotion mix. What type of promotional tool is most likely to be of critical importance if we are selling durable goods in a B2B or a B2C market?
According to the lecture, ____________ is the process of conveying a message to others
Figure 17-1 above depicts the communication process, which consists of ten key elements (Boxes A through J). The position labeled D is referred to as
Recent research indicates that the timing of ________ might affect future sales because frequent promotions increase consumers’ ability to remember regular prices.
The combination of one or more communication tools used to inform prospective buyers about the benefits of the product, persuade them to try it, and remind them later about the benefits they enjoyed by using the product is referred to as the
The two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision is referred to as
Victoria’s Secret, a nationwide chain, carries great depth in women’s lingerie—and almost no other products. Victoria’s Secret is an example of a(n
Stores that carry a broad product line, with limited depth, are referred to as
The car salesman was overheard having the following conversation with a prospective customer: “What type of driving do you do?”; “How many people will you usually have riding in your car?”; and “Maybe you should look at vans instead of sedans.” From this information, the car salesman was using a
A customer was unable to go to the store on her own to buy gifts for the holidays. She contacted a Pampered Chef representative who came to her home, showed her not only catalogs but actual products, answered all her questions, and had all the customer’s gifts sorted and delivered. This is an example of
Vending machines are an example of
All of the following are forms on nonstore retailing except
Retailers that utilize and integrate a combination of traditional store formats and nonstore formats are referred to as
Many fast-food retailers, including McDonald’s, have followed a predictable pattern of how new forms of retail outlets enter the marketplace. McDonald’s has evolved from a relatively simple restaurant with low margins, low prices, limited product offerings, and low institutional status to a worldwide chain with higher margins high status, and a diverse menu of products. This evolution is consistent with
stores that also have catalog, tv, internet
Which retail theory predicts that innovators will start with a low-cost structure and low profit margin requirements?
Which of the following is not a basic assumption of the wheel of retailing?
describes how new retail firms enter the market
which is a full line wholesaler?
Shrinkage refers to
Wells Fargo is one of the best-run in banks in the United States. It reaches retail customers through 9000 stores, a worldwide network of 12,000 ATMs, and its online banking service. Which utility does Wells Fargo best provide?
CarMax dealers have adopted a ‘no-hassle, no-haggle’ sales policy that eliminates the need for negotiating. Instead, all customers are offered the same price. Test drives, financing, trade-ins, and leasing are all offered to encourage customers to purchase a car. What utility does CarMax best provide?
Staples is a specialty discount retailer that focuses on one type of product - office supplies. Stapes is an example of a
A retailer that increases its product line assortment width by adding new products unrelated to its original business and to each other is practicing
Located predominately in Europe, large stores that offer thousands of different food, grocery, and general merchandise products are referred to as
A community shopping center is a
mothers day ad is a
Retailing mix refers to the activities related to managing the store and the merchandise in the store, which includes
Loblaws, a Canadian supermarket, features fruit and vegetables piled high on tables that have umbrellas. The idea behind this arrangement was to give Loblaws a “market feel”. In terms of the retailing mix, this tactic is related to
The amount added to the cost the retailer paid for a product to reach the final selling price is reffered to as
Jane Westerlund owns a small retail picture frame store in a local strip mall. She just bought 10 picture frames from a promising woodworker for $36 each. Based on market conditions, she will sell these for $100 each. What is her markup in dollar terms?
Jerome Golf markets its products through on and off-course golf retailers and sporting goods retailers, and also has its own online store, which makes it a full-fledged
In multichannel retailing, what visible element must often be adjusted because of competition faced in different channels?
In some instances, firms pair multiple channels with a multibrand strategy. The purpose of this strategy is to ____ of the firm’s family brand and differentiate its marketing channels
Which of the following is a type of full-service merchant wholesaler?
Rack jobbers are wholesalers that
Three ______ are provided by self, limited, and full-service retailers
Target recently introduced its Target REDcard, where cardholders receive 5 percent back for each purchase. Targets also allows customers to return merchandise within 30 days but still does not offer alteration services. Target offers what level of service to its customers?
Costco requires customers to perform many shopping functions during the purchasing process and all nonessential customer services have been eliminated. What level of service does Costco offer?
A retailer that increases its product line assortment width by adding new products unrelated to its original business and to each other is practicing ______
Smart systems are
if a company wants people to know about competitively priced jeans, they should use
A pharmacy (due to increased competition from a neighboring supermarket) has added an exclusive line of cosmetic and expanded its line of greeting cards and gift-wrapping items. This strategy illustrates _____
Jerry has developed a lawn care service that will revolutionize the lawn care industry. However, Jacob has limited operating capital and yet he still wants a wide distribution of his new product. Which of the following options would be the best choice for Jacob?
Ford uses _____ , whereby the company licenses dealers in North America to sell Ford automobiles subject to various sales and service conditions
The actions a firm takes during the promotion decision process include ________ executing, and assessing the promotion program
The first decision in developing the promotion program is to
During the planning phase of the promotion program, marketers focuses on the ‘four Ws” which include all of the following, in questions form, except
There are three major tasks involved in the implementation stage of the sales management process: salesforce motivation and compensation, salesforce training, and
When Yolanda asked her firm’s advertising agency to estimate how often consumers saw her firm’s IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive parity was 10. The gross rating points for her firm’s campaign were
Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of _______ was to lead to long-term results
The Beef Council promotes a series of ads in which the tag line is “Beef - it’s what’s for dinner.” The purpose of these ads is to encourage the audience to eat more beef. This type of ad is a(n) __________.
When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?
“Epicurious” is a website where recipes are posted by the site owner and individual cooks. Using a “four-fork” rating system, users rate and comment on these recipes for ease or difficulty in preparation, the taste of the finished dish, and whether or not they would use the recipe again. What type of social media website is “Epicurious?”
what would a 30 min ad on paid programming be classified as?
Web 2.0 does not refer to any technical update of the World Wide Web, but identifies functionalities that make possible today’s high degree of interactivity among users. So with Web 2.0
What is another term that is sometimes used interchangeably with social media?
Before approaching a potentially major B2B customer, a salesperson will usually
At which stage in the personal process would a salesperson ask the customer whether he or she is satisfied with the product?
Russ Berry Company sells stuffed animals and holiday gifts. When its salesperson asks a retailer, “Do you want to order the two dozen assorted bears or two dozen white-only bears?”, he has executed which stage of the selling process?
Which of the following statements describes the major difference between a prospect and a qualified prospect?
Three closing techniques are used when a salesperson believes a buyer is about ready to make a purchase. They are __________closes.
The sales process at Xerox typically follows the six stages of the personal selling process. During the fifth stage, the salesperson engages in _________ (gets a signed document or a firm confirmation of the sales)
need-satisfaction presentation is a format that
Consultative selling refers to a presentation format that
In 2001, Xerox began a shift to a ________ that focused on helping customers solve their business problems rather than just placing more equipment in their office
Consultative selling is very prominent in
Which of the following tasks are involved in the sales plan formulation stage of the sales management process?
The second task of a selling organization when it formulates a sales plan is to answer all of the folllowing questions except
There are 3 major tasks involved in the implementation stage of sales management process: sales force motivation and compensation, salesforce training, and
Permission marketing is also referred to as
With over 1.4 billion active users - one in every five people- facebook is truly the 900-pounds gorilla among online media where users submit news, photos, and videos - often accompanied by a feedback process to identify ‘popular’ topics - is referred to as
Which of the following statements about facebook is most accurate?
A fixed amount of money paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser’s website is referred to as
A fixed amount of money paid for every 1000 times an ad loads and a visitor might see it is referred to as
A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of
General merchandise stores such as Walmart, Kmart, and Target are usually considered _________ retailers
Davidson-Uphoff & Company sells ironware accessories for home and garden to retailers. When its salesperson told the prospect, “For this week only, we will pay the all the shipping costs for new customers,” the salesperson was using a(n) __________.
Which of the following statements regarding billboards is most accurate?
One disadvantage of using the internet as an advertising medium
One disadvantage of using the yellow pages as an advertisement medium is
Continuous scheduling would most likely be used for advertising
Flighting schedules would most likely be used for advertising
The American Cancer Society reports that 57,000 Americans die from colon cancer each year. They estimate that this number would drop significantly if people over 50 were checked regularly. But being tested for colon cancer is not a pleasant experience and most fear the possibility of bad news. To encourage people to get tested for colon cancer, several ads use a man dressed in a big red suit, making him more look like Mr. M&M, to encourage people to get tested. This is most likely an example of a ___________ appeal
Sales people spend about 41% of their time actually making sales and ____ % of time calling
sales people spend ____% of time generating lead
All of the following statements are true about humorous appeals in advertising except
All of the following statements are true about using humorous appeals in advertising except
A political ad that incorporates a fear appeal would most likely be expressed as
Communication is the process of conveying a message to others and it requires six elements. These are a source, a message, _________________, a receiver, and the process of encoding and decoding
In a brainstorming session for a new drug to lower cholesterol, the members of the marketing department agreed the benefits of the new drug could best be promoted by comparing the drug to those currently on the market. In terms of the communication process, the transformation of this idea into an ad campaign is an example of
Carmex partnered with LeBron James by using which of the following social media to generate traffic to its site in an attempt to increase its customer base?
Throughout its history, Taco Bell has
To continue to be successful, Mall of America must
Key target for Mall of America
With a ____________ a salesperson is paid a specified salary plus a commission on sales and profits generated
Key target of Mall of America are
The practice whereby buyers and sellers combine their expertise and resources to create customized solutions, commit to joint planning, and share customers, competitive, and company information for their mutual benefit, and ultimately the benefits of the customers, is referred to as
The three commonly used compensation plans are
If a company chooses to employ its own salesforce, the three basic organization salesforce structures from which to choose are
At the ___________ stage in the personal selling process, a salesperson gains a prospect’s attention, stimulates interest and builds the foundation for the sales presentation itself
Russ Berry Co. sells stuffed animals and holiday gifts. When its salesperson asks a retailer “Do you want to order the two dozen assorted beers or two dozen while only beers?” which stage of the selling process?
Sales management refers to
If the salesperson’s objective is to “gain a prospect’s attention, stimulate interest and make a transition to the presentation” what is the name of this stage in the personnel selling process?
A selling format that assumes that given the appropriate prompts by a salesperson, the prospect will buy is referred its as a
With a _______________ a salesperson is paid a fixed fee per week, month, or year.
If a brand manager wants to explain the benefits of using a complex product to consumers, the best social media network to use
Marketers can use one of two strategies: The firs strategy uses Facebook pages and YouTube channels and the second strategy uses ads in newspapers magazines and on TV. The difference between these two type of marketing strategies is that the first one targets consumers who are ________________ and the second target consumers who are________________
What is the primary purpose of LinkedIn?
The social network that is used solely for sharing videos is
A single social media site with millions of users interacting with each other like Facebook, Twitter, LinkedIn and Youtube is refferred to as
If you wanted to generate brand buzz for an upcoming product using Twitter what is the best way to implement Twitter?
In what way are traditional and social media similar?
Social media are
A printed or an emailed announcement that is sent to of a businees
A publicity tool that is heavily relied on by nonprofit orangizations and which involves free space or time donated by the media, is called
When you get a free toy with a kids meals that is called
when you think a products is going to make you look more attractive
when free space and air time is donated by media?
Using a famous person to promote a product
___________ in the form of coupons can help encourage repeat purchases
a restruant review published in the local new paper is
“To remind” is the promotion objectives of which stage of the product life cycle?
The outcome of a direct marketing offer designed to motivate people to visit a business is reffered to as
The proper blend of elements in the promotion mix depends on a product characteristic. Personal selling would most likely be used to sell
Penetration pricing is considered to be a ________ approach to pricing.
Mike Morgan, a sales representative for a major food service distributor of Betty Crocker’s Warm Delights, wanted to encourage larger purchases by his grocery customers. Morgan offered 10 percent discount for buying 1 to 49 cases of Warm Delights within a calendar month, 12 percent for 50 to 99 cases, and 15 percent for 100 or more cases. What type of discount was Morgan offering his customers?
Mark Johnson, the manager of a discount consumer electronics store, was approached by the manufacturer’s representative on behalf of a marketer of a popular and profitable line of storage racks. The manufacturer’s representative implied that if Johnson didn’t raise the retail prices for the storage racks to those paid by the marketer’s non-discount customers, Johnson’s supply of racks may be severely curtailed. The manufacturer’s representative was guilty of attempting
All of the following are competition-oriented approaches to selecting an approximate price level except which?
Another name for a one-price policy is
Demand factors refer to
When you buy a used car from a CarMax dealership, you are offered the car at a “no haggle” price. You can buy it or not, but there is no negotiating the published price because of the seller’s
What pricing strategy did the National Aeronautics and Space Administration (NASA) use to pay Lockheed Martin for the Orion lunar spacecraft?
Value-pricing is
The two forms of cost-plus pricing are
Another name for a dynamic price policy is
According to the price equation, final price equals ________ minus allowances plus extra fees.
In some cases, penetration pricing may follow ________ after price insensitive customers have already purchased.
Manufacturers use seasonal discounts to
Which of these is true about a pair of $200 designer denim jeans?
During the iPad’s ________ stage of its product life cycle, Apple had great latitude in setting a price for the product because of a lack of competition.
A common pricing tactic today is the use of special fees and surcharges that add to a list price, a response to consumers’ zeal for ________ combined with the ease of making price comparisons on the Internet.
Market share is the ratio of the ________ to those of the industry, including the firm itself.
All of the following are demand-oriented approaches to selecting an approximate price level except which?
Target return-on-sales pricing refers to
The unit variable cost (UVC) equals variable cost (VC) divided by
The pricing strategy that is almost the exact opposite of skimming pricing is
The prices for all furniture sold at American Furniture Warehouse end in $9.99, such as $589.99, $869.99, etc. American Furniture Warehouse uses
Allowances, like discounts, are
The vertical axis of a demand curve graph represents
The break-even point (BEP) = [________ ÷ (Unit price − Unit variable cost)].
Which of the following statements regarding pricing objectives is most accurate?
Setting one price for all buyers of a product or service is referred to as
It costs Lady Marion Seafood, Inc., $30 to catch, process, freeze, package, and ship five-pound packages of Alaskan salmon. The firm adds 60 percent to the cost of its salmon products and charges customers a total of $48 for a postage-paid, vacuum-sealed package. What type of pricing does Lady Marion Seafood use?
According to the textbook, Revlon cosmetics uses ________ pricing.
The owner of a small restaurant that sells takeout fried chicken and biscuits each month pays $2,500 in rent, $500 in utilities, $750 interest on his loan, insurance premium of $200, and $250 on advertising on local buses. A bucket of chicken is priced at $9.50. Unit variable costs for the bucket of chicken are $5.50. How many buckets of chicken does the restaurant need to sell to break even each month?
The practice of simultaneously increasing product and service benefits while maintaining or decreasing price is referred to as
Which of the following is an example of a price?
Price deals that mislead consumers fall into the category of
Which of the following statements about the factors that influence demand is true?
Skimming pricing refers to
In the context of a supply chain, customer service refers to
Logistics refers to
Expenses associated with transportation, materials handling and warehousing, inventory, stockouts (being out of inventory), order processing, and return products handling are referred to as
A channel member (producer, wholesaler, or retailer) who coordinates, directs, and supports other channel members is referred to as a
Which of the following statements regarding supply chains is most accurate?
Purchasing products for resale or acting as an agent for supply of a product would be an example of ________ function.
In choosing the appropriate marketing channel, a firm should consider the interests that buyers might want fulfilled. These interests fall into four broad categories, one of which is
An efficient consumer response system refers to
Though uninformed consumers may not appreciate the extra markups from channel members, the four utilities each provide methods of
Butler-McDonald, an Indianapolis firm, recycles outdated computers to reclaim reusable materials such as plastics, copper, zinc, silver, and gold. Butler-McDonald is implementing
Clothing manufacturers may compete to sell their offerings at prestigious retailer Neiman Marcus. The source of Neiman Marcus’ power is ________ since distribution with this retailer may increase the status of a smaller brand.
Pharmaceutical companies sell some of their products to hospitals and clinics directly. They also market other products to large retail chains such as Walgreens that distribute them to their stores across the nation. In addition, they sell products to drug wholesalers that sell to the remaining independent drugstores in the United States. What method of distribution best describes the method used by pharmaceutical companies in this example?
IBM built a single ________ that would handle raw material procurement, manufacturing, logistics, customer support, order entry, and customer fulfillment across all of IBM—something that had never been done before.
An agent is
Enhancing a product or service to make it more appealing to buyers is ________ utility.
A supply chain refers to
An example of ________ utility involves intermediaries shipping goods to buyers of a product.
Walmart can obtain cooperation from manufacturers in terms of product specifications, price levels, and promotional support, given its position as the world’s largest retailer. Walmart is an example of
Tiffany & Co. manufactures about half of the fine jewelry items for sale in its stores and boutiques worldwide. Tiffany & Co. practices
Which type of contractual vertical marketing system involves small independent retailers forming an organization that operates a wholesale facility cooperatively?
The type of vertical marketing system that achieves coordination at successive stages of production and distribution by the size and influence of one channel member rather than through ownership is referred to as
Distributor is
Which statement regarding responsive supply chains is most accurate?
The two types of channel conflict are
Facilitating function activities include
________ exists when a franchisor licenses individuals or firms to dispense a service under a trade name and specific guidelines.
An intermediary that sells to other intermediaries, usually to retailers in consumer markets, is referred to as
One consideration in choosing a marketing channel is profitability, which is determined by the margins earned for each channel member and for the channel as a whole. Based on this information, which of the following statements would be most accurate?
Forward integration refers to
In a direct channel, all channel functions are performed by
Amazon.com was started with a simple idea: Use the Internet to _______ into the fastest, easiest, and most enjoyable shopping experience possible.
Mail order selling, catalog sales, telemarketing, interactive media, and televised home shopping are all examples of
Managing Eddie Bauer’s ________ is a complex task due to starkly different objectives. They must efficiently keep the products most desired by customers replenished and displayed on store shelves for one channel, while also providing wider product assortments and even customized products shipped from a distribution center for another.
An industrial distributor is
Order cycle time is
Ford uses ________, whereby the company licenses dealers in North America to sell Ford automobiles subject to various sales and service conditions.
Channel conflict refers to
The General offers automobile insurance online. Buyers can purchase a policy over the Internet and the company will provide immediate proof of insurance to get legal drivers on the road quickly. This shows how electronic commerce contributes to customer value through the creation of
Which of the following profiles would most likely describe an online consumer?
People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free, travel-sized styling spray and were entered in a sweepstakes to win a year’s supply of the shampoo. The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States. To accomplish this, P&G used
Cross-channel consumers who are motivated by price, avoiding shipping costs, immediate possession of a product, and easier returns are likely to participate in
Pizza Hut revolutionized the quick serve restaurant (QSR) world through ________ marketing approach that created a customer experience and a customer engagement platform that was second to none.
In terms of the online customer experience, context refers to
With interactive marketing,
Consumers and companies populate two market environments today. One is the traditional ________ and the other is the ________.
Automobile dealerships have invested significant time, effort, and money in their websites. Dealerships commonly measure website performance by tracking visits, visitor traffic, and ________, which refers to the amount of time per month that visitors spend on their websites.
Pizza Hut’s website ________ are integrated with the company’s overall communications programs—including traditional media—with product innovations, promotions, and special events shared across platforms.
Spam refers to
Interactive marketing refers to
Most websites do not include every design element. Although every website has ________, they differ in the use of the remaining five elements.
The ________ website design element can be provided by chatbots, which mimic human conversation using artificial intelligence.
________ is the practice of examining products online and then buying them in a store.
The ability of customers to avail themselves of numerous websites for almost anything they want, as well as the ability to engage in electronic dialogue with marketers for the purpose of making informed decisions are dimensions of ________, one of the reasons consumer shop and buy online.
Choiceboard and personalization technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as
The benefit of customization in the online environment is that
Price ranges, store layouts, and breadth and depth of merchandise lines are considered to be the ________ of a store’s .
A manufacturer’s branch office
Which form of retail outlet would most likely offer customers convenience, quality personal service, and lifestyle compatibility?
A franchise where the franchisor provides step-by-step procedures for most aspects of the business is known as a
Using the telephone to interact with and sell directly to consumers is referred to as
A retailer bought a collectible Precious Moments figurine for $26. She sets the initial selling price at $60. The final selling price was $52. What was the original markup?
Wholesalers that handle a limited assortment of fast-moving or perishable items that are sold for cash directly from trucks in their original packages are referred to as
The level of service that requires the customers themselves perform many functions during the purchase process is
Consumers benefit in dealing with retail corporate chains because
Which of the following statements best describes the key difference between merchant wholesalers and agents and brokers?
A method of classification that describes how many different types of products a store carries and in what assortment is referred to as a
The selling of brand name merchandise at lower than regular prices is referred to as
The activities related to managing the store and the merchandise in the store, which includes retail pricing, store location, retail communication, and merchandise are referred to as the
Brokers are independent firms or individuals who
During which stage of the retail life cycle do companies establish multiple outlets?
Truck jobbers are wholesalers that
_________ is a consumer’s perception of an encounter with a store’s physical environment, personnel, and policies and procedures.
Franchising is a type of
In the telemarketing industry, issues such as ________, ethical guidelines, and industry standards have become a topic of discussion among consumers, Congress, the Federal Trade Commission (FTC), and businesses.
Showrooming refers to
An interactive, Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes, prices, and delivery options, is referred to as a
Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as
Suppose you are designing a marketing website and you would like it to be as user-friendly as possible. In particular, you do not want repeat customers to have to enter in their address, email, telephone number, and credit card data every time they make an online purchase. Rather, you would like your website to recognize each customer by name every time he or she visits the website and to retrieve all the information about that customer automatically whenever he or she wishes to make a purchase. To achieve this goal, you would most likely use
Internet-enabled technologies provide communication capabilities that take three forms. They are
When you buy an e-book at Amazon.com, it uses ________ to recommend an e-book by a similar author within the same genre.
Which of the following statements regarding when and where online consumers shop and buy is most accurate?
Which of the following statements regarding online consumers is most accurate?
Buzz is a particularly influential force. According to Jeff Bezos, president of Amazon.com, “If you have an unhappy customer on the Internet, he doesn’t tell his six friends, he tells his ________ friends!”
The greatest marketspace opportunity for marketers lies in its potential for creating ________ since communication capabilities there invite consumers to tell marketers specifically what their requirements are.
Which of the following is an approach to viral marketing?
From an interactive marketing perspective, ________ is defined as the sum total of the interactions a customer has with a company’s website from the initial look at a home page through the entire purchase decision process.
Figment.com is a website owned by publisher Random House that caters to teenagers who love to read and write fan fiction. It has more than 300,000 members who can share, create, and moderate content, as well as recommend products. This website is an example of
Word-of-mouth behavior in marketspace is referred to as
Permission marketing refers to
Two major issues that contribute to consumers’ hesitancy to use online shopping are
Cookies are
An online movie streaming service charges $14.99 per month for its basic package. However, when a competitor introduced the same service at $13.99, the firm dropped its price to $13.99. The firm most likely made this price reduction in an attempt to
Which of the following is a typical example of a variable cost?
All of the following are examples of pricing objectives except which?
Reductions from list or quoted prices to buyers for performing some activity are referred to as
Which of the following statements regarding a trade-in allowance is most accurate?
A dynamic price policy refers to
A demand curve is a graph that relates
The ratio of perceived benefits to ________ is referred to as value.
A hardware store advertises a 3/8” Black and Decker Power Drill for $29.95. You enter the store intending to purchase the drill. The salesperson informs you that they are all sold out. She tells you that the sale drills were factory seconds and that if you are going to be doing any kind of serious woodworking, you should buy the Model 3309, which sells for $49.99. This scenario has elements of which type of illegal pricing practice?
You are selling a new line of t-shirts on the boardwalk. The selling price will be $25 per shirt. The labor cost is $5 per shirt. The administrative costs of operating the company are estimated to be $60,000 annually and the sales and marketing expenses are $20,000 a year. Additionally, the cost of materials will be $10 per shirt. What is the break-even quantity?
Basic to setting a product’s price is the extent of ________. This information is used in estimating the revenues the firm expects to receive.
Setting the highest initial price that customers who really desire the product are willing to pay when introducing a new or innovative product is referred to as
The horizontal axis of a demand curve graph represents
According to the price equation, a product’s or service’s final price equals its list price minus allowances plus
Which of the following type of business is most likely to use cost-plus-percentage-of-cost pricing?
A promotional allowance is
Which of the following best illustrates a shift in the demand curve?
To encourage buyers to stock inventory earlier than their normal demand would require, manufacturers often use
The marketspace is
__________ companies, though they operate online today, originated as brick-and-mortar stores in the traditional marketplace.
The Internet allows consumers to access on-demand information about products. This is an example of which kind of marketing utility?
Interactivity and ________ are two important capabilities of the Internet in the ______ relationship.
The capability that allows firms to listen to their customers, answer their requests, and build relationships is called
In contrast with the traditional marketplace is the ________, which utilizes an Internet-enabled digital environment to provide the forum for marketing exchanges.
______________ marketing is characterized by choiceboards and personalization that transform information supplied by customers into customized responses to their individual needs.
Which of the following companies would be considered a legacy company in marketspace?
With respect to marketing utilities, the Internet affects time and place in which manner?
A choiceboard allows customers to
What are the two capabilities of the Internet that promote and sustain customer relationships?
What does personalization mean in the context of integrated marketing?
Interactivity refers to the capability on the Internet that allows firms to establish what?
Interactive marketing is the activity that involves ____ communication between ____ and _____ in a ____ computerized environment
In creating an online ___________, companies attempt to manage all of the interactions with the customer, from initial view of the home page through purchase.
An interactive, Internet-based system that allows individual customers to design their own products and services is called a
_____________ consumers are the subsegment of all Internet users who employ this technology to research products and services and make purchases. (one word)
If you have a personalized yahoo! or Google page that loads in your browser as you log in, these firms likely built a strategy around _______ in order to know you better as a consumer.
The product/service category that accounts for the highest percentage of online purchases is
Which two of the following are among the reasons that consumers typically shop and buy online?
Companies use specific online design elements to maximize the utility delivered to consumers, thus managing their
In the navigation of a website, the eight-second rule refers to
The seven web design elements that drive the customer experience include which of these?
When Coca-Cola creates a website within its website called MyCoke.com where consumers can create a profile, and exchange thoughts, ideas, and more among themselves, it has developed what is called a __________.
Which of the following are true of online consumers?
Spam can be described as which of these?
Of the following, which product/service category accounts for lowest percentage of online sales?
When a consumer wants to purchase a concert ticket online, she is often asked to make a decision rapidly and the price or the availability might change if she does not accept this offer, which is a concept called
Cookies allow companies to track which of the following?
A website that takes more than ______ to download will more likely see consumers abandon their effort.
Web _____________ are websites that allow people to congregate online and exchange views on topics of common interest.
Online shopping differs from retail shopping because a larger percentage of it happens during the
Two-thirds of all e-mail messages in the world are unsolicited, making them ________________ .
Social commerce is
Dynamic pricing is
_______________ can be used by a marketer to track the frequency of usage of a particular web site page by a particular consumer.
A customer who sees a pair of boots online but then decides to buy the same pair at Macy’s after trying them on would be best classified as a(n)
Which day of the week is the busiest online shopping day?
Showrooming is the practice of a consumer
When a consumer makes an online purchase directly through social media without using a company’s website, it is considered
One of the primary purposes of a ______ is identifying the communication and delivery channels engaged by cross-channel consumers.
Janet likes to shop online but when it comes to actually purchasing the product, she prefers to buy it in a store. This represents
Consumers have come to expect ________ online, which has led to the practice of showrooming in retail stores.
Which of these tools is most helpful for successful multichannel marketing?
Pizza Hut revolutionized the quick serve restaurant (QSR) world through ________ marketing approach that created a customer experience and a customer engagement platform that was second to none.
The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as
Which step in implementing multichannel marketing is most challenging?
The six reasons consumers shop and buy online are
From an interactive marketing perspective, ________ is defined as the sum total of the interactions a customer has with a company’s website from the initial look at a home page through the entire purchase decision process.
Amazon.com is an Internet retailer located in the United States. About 45 percent of its sales are to customers who live outside the United States. This shows how electronic commerce contributes to customer value through the creation of
Which of the following is an important step in effectively implementing multichannel marketing?
Among popular purchases online, one category includes items for which product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical. This category contains items such as
All of the following are motivators for showrooming except which?
Careerbuilder.com has made its Monk-email site, which allows users to send personalized, private-themed e-cards for all occasions, so compelling that more than 100 million Monk-email have been sent since 2006. Careerbuilder.com is using ________ to promote its services.
Because online shoppers seek information, evaluate alternatives, and make purchase decisions on their own time, they are
Permission marketing is dependent on the ________ of the customer.
Seven Cycles’ tagline, “One Bike. Yours.” reflects the company’s
Mars, Inc. uses ________ technology to let customers decorate M&M’s with personal photos and messages.
iVillage.com is a website targeted at women who share common interests such as career management, personal finances, parenting, relationships, beauty, and health. The site features articles, newsletters, and videos on these topics as well as the opportunity for visitors to link to its social media sites like Facebook and Pinterest. This describes one example of why consumers shop and buy online, which is
Among popular purchases online, one category includes items like computers, consumer electronics, and books for which
Which of the following is popular product category for showrooming?
Buzz is particularly influential for which of the following items?
The use of social networks for browsing and buying is called
Levi’s Japan has a website that caters to those looking to tailor their own denim, allowing customers to choose from different cuts (502 regular wide, 505 regular wide, 517 boot cut), coloration (dark used, mid used), button and rivet colors (gold, silver, bronze), inseam length, and extra treatments (sanding, paint drips). From start to delivery takes about a month. This describes one example of why consumers shop and shop and buy online, which is
In 2004, the ________ Act became effective, restricting information collection and unsolicited email promotions on the Internet.
Collaborative filtering is
Among popular purchases online, one category includes regularly purchased consumer-packaged goods such as health care and personal care items for which
Self-regulatory efforts to respond to online consumers’ concerns about privacy and security include
Yahoo! allows its users to create a web page by picking the content (stock quotes, weather conditions, local TV schedules) they want to have displayed. This consumer-initiated practice is an example of
In a capacity management report from a well-known carrier in the airline industry, the yield is 9.83 cents, load factor is 82.1 percent, and operating expense is 8.28 cents. From these details, the airline posted ________ per available seat flown one mile.
Giving unauthorized free products or services to customers to inflate their customer satisfaction levels is referred to as
The key technological elements of future services include ________ and personalization.
Purchases such as restaurant meals, vacations, and child care would most likely be evaluated on ________ properties.
Changes in the services industry in the future will primarily be driven by three factors—technological development, improved understanding of service delivery and consumption, and (3) ________.
Mobility as a future aspect of services refers to
When customers buy services, they also consider nonmonetary costs, such as the ________ efforts required to consume the service.
Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as
Which of the following statements about services is most accurate?
Services provided by specialized professionals, such as medical diagnoses and legal services, have certain properties or characteristics that the consumer may find impossible to evaluate even after their purchase or consumption. What are these properties called?
When the ability to perform the promised service dependably and accurately is important, this represents which dimension of service quality?
Many nonprofit organizations use PSAs in their media planning. What does the acronym PSA stand for?
How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications, ________, past experiences, and promotional activities.
Which of the following statements regarding the place element of services is most accurate?
Equipment-based services do not have the marketing concern of inconsistency because ________ have been removed from the delivery of the service.
A situation that occurs when a service provider is available but there is no demand is referred to as
How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications, personal needs, ________, and promotional activities.
What does idle production capacity refer to?
Inventory carrying costs can be reduced by
Which service listed below has the highest inventory carrying cost?
You have been asked to calculate the break-even point for a new line of T-shirts. The selling price will be $25 per shirt. The labor cost is $5 per shirt. The administrative costs of operating the company are estimated to be $60,000 annually, and the sales and marketing expenses are $20,000 a year. Additionally, the cost of materials will be $10 per shirt. What is the break-even quantity?
Economists have identified four types of competitive markets: pure monopoly, pure competition, oligopoly, and
Barter refers to
An analysis of a prospective product shows that sales for it are expected to grow by at least 10 percent each year over the next five years before it enters the maturity phase of its product life cycle. This type of analysis would provide useful information in which step of the price-setting process?
If you wanted to buy a McDonald’s Big Mac, medium fries, and a medium drink separately, it will cost you $8.27. However, if you purchased these three items together as part of the firm’s Extra Value Meal package, you would pay only $5.69, saving $2.58. This Extra Value Meal price serves as ________ to you and other consumers, who compare the costs and benefits of substitute items to a bundle containing those items.
Forever Quilting is a small company that makes quilting kits priced at $120 each. There is no quantity discount. The costs of the materials that go into each kit total $45. It costs $5 in labor to assemble a kit. The company has monthly expenses of $1,000 for rent and insurance, $200 for heat and electricity, $500 for advertising, and $4,500 for the monthly salary of its owner. Last month the company sold 150 kits. Forever Quilting’s total revenue for the month was
Recently, much of the Western U.S. experienced drought conditions and water usage was restricted in Denver. Yet, even though most people used less water, the price of water did not drop. When the drought was declared over, the water company raised water prices. However, the residents of Denver did not use less water. Here, water is
North America’s No. 1 smart TV company is
Most public utilities must petition regulatory commissions in order to obtain a rate increase. Which pricing constraint does this statement demonstrate?
Making special adjustments to the list or quoted price would occur during ________ of the price-setting process.
Washburn Guitars recently purchased Parker Guitar, another guitar manufacturer that designs products for professionals and collectors, and will combine the two production facilities into a new location. Washburn expects the acquisition to reduce its rent and tax expenses by 40 percent, and the new skilled employees will reduce the hours of work needed for each unit by 15 percent. This would cause the slope of the total cost curve to ________ and the break-even quantity to ________.
A negative aspect of selecting unit volume as a pricing objective is that
Factors that limit the range of prices a firm may set are referred to as
A demand curve graph typically appears as
Basic to setting a product’s price is the extent of ________. This information is used in estimating the revenues the firm expects to receive.
Which of the following statements is most accurate?
For the sake of simplicity and by convention, price elasticity figures are shown as
You are president of a manufacturer of small electric appliances. You want to reduce your break-even quantity. All things being equal, you can do this by
All of the following statements about price are true except
A primary reason for Washburn Guitars’ success is
Which of the following statements about geographical pricing is most accurate?
The first Apple iPhone was introduced in 2007 at an initial price of $600. People waited in line overnight so they could be one of the first to own this unique smartphone. Which pricing strategy did Apple use to help recoup its costs for developing the smartphone?
Predatory pricing is
A dynamic pricing policy gives marketers ________ in setting the final price in light of demand, cost, and competitive factors.
Target pricing refers to
When Sherman bought gas, he noticed the convenience store offered him a 2 percent reduction in price if he paid cash rather than if he used his credit card to pay for his purchase. The convenience store was offering him a
Rather than billing clients by the hour, some lawyers and their clients agree on a fixed fee based on expected costs plus an agreed upon level of profit for the law firm. Which pricing approach are they using?
Which of the following statements about penetration pricing is most accurate?
Setting a price to achieve a profit that is a specified percentage of the sales volume is referred to as
A penetration pricing policy is most likely to be effective when
Which of the following is a cost-oriented approach to pricing?
Manufacturers use seasonal discounts to
The Brazilian government wants to build a global positioning satellite (GPS) system. The satellite manufacturer will receive a mutually agreed upon profit over and above all costs associated with the project. The pricing approach the satellite manufacturer uses is called
A price reduction given when a used product is part of the payment on a new product is referred to as a
Lady Marion Seafood, Inc., sells five-pound packages of Alaskan salmon. Assume that its unit variable cost per package is $30 and its fixed cost is $250,000. It wants a target profit of $38,000 based on a volume of 16,000 packages. What should the firm charge for a five-pound package of salmon?
Selecting one or more geographical locations from which the list price for products plus freight expenses are charged to the buyer is referred to as
Another name for a dynamic pricing policy is
Cost-plus-percentage-of-cost pricing refers to
Setting prices a few dollars or cents under an even number is referred to as
In the early 1980s, typical round-trip coach airfares from the East Coast to London were more than $500. Then Freddie Laker introduced the People’s Express, a competing service into Newark at $350. Major airlines matched his price—and continued to do so until they drove People’s Express out of business. Then prices shot back up to over $500. A lawsuit filed under the Sherman Act resulted in the judgment that the major airlines had explicitly tried to destroy a competitor. The experience of People’s Express is an example of ________ on the part of the major airlines.
A manufacturer’s sales office
Both market share and profit achieve their greatest growth rates during which stage of the retail life cycle?
The two general types of franchises are
Intangibles, such as a sense of belonging, excitement, style, or warmth, are considered to be ________ of a store’s .
The National Retail Federation estimates that about ________ percent of retail sales is lost to shrinkage.
Level of service is used to describe the degree of service provided to the customer. Three levels of service are provided by self-, ________, and full-service retailers.
Nordstrom Rack and the Gap Factory Store allow retailers to sell excess merchandise and still maintain an of offering merchandise at full price in their primary stores. These are referred to as
Selling on consignment to retailers, which means they retain the title to the products displayed and bill retailers only for the merchandise sold, is characteristic of which limited-service wholesaler?
One way neighborhood grocers can take advantage of volume discounts commonly available to corporate chains is to
Limited- and single-line stores are often referred to as
Consumers often view central business district shopping as less convenient because of the lack of parking, higher crime rates, and
Freightfinder.com is an Internet company that is called a “go-between.” If a trucker needs to find a load for a particular trade lane, he or she can visit this site, list the price and available truck space, and find a company that needs a shipment moved. Since the purpose of this website is to put buyer and sellers together so that a single sale can be made, this website can be categorized as
The three commonly used terms to describe levels of service are
Cash and carry wholesalers
An indicator of how effectively retail space is used to generate revenue is called
Wholesalers that handle a limited assortment of fast-moving or perishable items that are sold for cash directly from trucks in their original packages are referred to as
About 34 percent of the products sold from vending machines are
Retailers that advocate an everyday fair pricing strategy may not offer the lowest prices but try to create value for customers. What decision factor becomes important in this situation?
Which type of utility is created by online shopping?
The revolutionary new ________ resembles a pair of eyeglasses with a small display screen visible to the wearer. and voice recognition capabilities allow retail clerks to check manuals for technical information, verify stock inventories, place orders, or even check out customers from anywhere in the store.
Which promotional element would you most likely use during the growth stage of the product life cycle to solidify channels of distribution?
Amazon.com, a successful online retailer, manages an extensive customer database that is used to determine which products are suggested to each customer. Some data are best collected from the customer; other data are best collected from the businesses where purchases are made. Which of the following customer data are best collected from Amazon?
Research indicates that publicity followed by advertising with the same message
“To persuade” is the promotional objective of which stage of the product life cycle?
In the hierarchy of effects, adoption refers to
Which of the following companies had the largest promotional expenditures (advertising plus all other promotions) according to Figure 17-7 in the textbook?
In the purchase stage of the consumer purchase decision process, ________ gives consumers control over the process
Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as
Allocation of funds to promotion only after all other budget items are covered is referred to as
Allocating funds to promotion whereby the company (1) determines its promotion objectives, (2) outlines the tasks to accomplish these objectives, and (3) determines the promotion cost of performing these tasks is referred to as
Like personal selling, ________ has the advantage of being customized to match the needs of specific target markets. Messages can be developed and adapted quickly to facilitate one-to-one relationships with customers
Communication with consumers who are not in the target audience is referred to as
In the post-purchase stage of the consumer purchase decision process, advertising and personal selling help
The process of conveying a message to others that requires six elements—a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding—is referred to as
Although the lack of control means that it is rarely the main element of a promotional campaign, ________ is an important element of most promotional campaigns
Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teenage boys who don’t watch much TV. P&G did grassroots marketing including handing out samples at skateboarding events and sponsoring a contest for the “high-school football player of the year.” P&G emphasized which promotional element in this example?
The fifth stage in the hierarchy of effects is
Persuading the consumer to buy the product rather than substitutes is the promotional objective during which stage of the product life cycle?
Marketers have observed that our marketplace is shifting to an “age of engagement.” All of the following are forms of consumer engagement except
When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in
One of the disadvantages associated with radio as an advertising medium is that it
Advertising programs in which a manufacturer pays a percentage of a retailer’s local advertising expense for advertising the manufacturer’s products are referred to as
When Satya Nadella, CEO of Microsoft, launched Office 2016 at a special event, the company announced a new set of features for its Office 365 product. The media was invited and the launch was widely reported. This is an example of a
A recent study found that ________ percent of U.S. residents can be reached daily through outdoor advertising.
Which of the following is an advantage of using magazines as an advertising medium?
There are four commonly used forms of institutional advertising: advocacy, ________, competitive, and reminder.
Although Nutrisystem and Jenny Craig dieting systems often use celebrity spokespersons successfully, the companies also run a risk, especially if the celebrity
The type of appeal used to suggest to the audience that the product will increase the attractiveness of the user is referred to as
America’s dairy farmers and milk processors use their “Milk Life” campaign to increase demand for milk relative to other beverages. This campaign consists of ________ ads.
When Bebe, a contemporary women’s clothing store, uses seductive ry in its advertising, it is using which type of advertising appeal?
A(n) ________ reimburses a retailer for extra in-store support or special featuring of a brand.
Most advertising messages are made up of two elements, which are
When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?
One advantage of using billboards as an advertising medium is
Experts estimate that consumers conduct approximately ________ searches each month.
In ________, the test ad is placed in a collection with several other ads, and consumers are asked to read through the collection. Afterward, subjects are asked for their impressions of the ads on several evaluative scales.
Gross rating points (GRPs) are determined by the formula
A local television station reported that one-fifth of the television households in your market were watching a special prime time movie on its TV channel during the 8 p.m. to 10 p.m. time period during the November “sweeps” period. What would be the movie’s rating?
The percentage of households in a market that are tuned to a particular television show or radio station is referred to as
The key objective of competitive advertising is to
Computer-based networks that trigger actions by sensing changes in the real or digital world are known as
To create a successful advertising campaign on Facebook, a good strategy is for a brand manager to use it to
A blog is a
StuffDOT is a
Cost per action refers to
Social media advertising is helpful to brand managers because consumers are
Many apps are video games. Angry Birds, for example, has been downloaded more than 2 billion times since its 2009 release. The product life cycle of even very successful video game apps can reach the decline stage quickly, including the Angry Birds game. Clash of Clans and Candy Crush Saga video games have sought to ________ to address this challenge
Cost per thousand (CPM) is a measure in which
YouTube is
In classifying social media, self-disclosure is
Pinterest is
A fan source is
Cost per click is a measure in which
A favorable is affected by the degree of self-disclosure of a person’s thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to ________ one’s influence on those reached.
All of the following statements about YouTube are true except
Companies such as Hewlett-Packard and Frito-Lay routinely monitor ________ to gain insights into customer complaints and suggestions.
In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing: (1) ________ and (2) the characteristics of these visitors.
As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site
Web 2.0 does not refer to any technical update of the World Wide Web, but identifies functionalities that make possible today’s high degree of interactivity among users. So with Web 2.0,
What is the key marketing objective for advertising on social networking sites?
There are three approaches to viral marketing. Marketers can: (1) ________, (2) make the website content so compelling that viewers want to share it with others, and (3) offer incentives for referrals
Websites that offer personalized content, such as My eBay and My Yahoo!, have ________ as a prominent design element.
Seven Cycles creates ________ in its creation of customized bikes for its customers in 40 countries.
Seven Cycles has a ________ with its nearly 200 authorized retailers in the United States and 30 international distributors in 40 countries.
Viral marketing refers to
Internet users ages 15 and older are expected to buy ________ worth of products and services online (excluding travel, automobiles, and prescription medications) in 2018.
Web communities are
Pizza Hut’s most frequent customers divide into two categories: (1) ________ and (2) young adult males with active lifestyles.
Which of the following examples demonstrates how electronic commerce creates customer value through form utility?
Seven Cycles’ business model includes the Internet, which enables customers to collaborate on the bike design using the company’s ________ fitting system that considers the rider’s size, aspirations, and riding habits.
Out-of-date items such as last year’s models of computer equipment and accessories are often priced using
Customers can build their own computers with Dell’s online configurator. They simply have to answer a few questions and choose from a menu of product attributes, prices, and delivery options. The design of a Dell customized computer is made possible through the use of a
In terms of website design, connection refers to
Six general product and service categories account for about 70 percent of online consumer buying today and for the foreseeable future. One category contains unique items such as
Buying online gives consumers control over their shopping and
One product and service category of online consumer buying consists of highly standardized products and services, such as home furnishings, automotive products, and casual apparel. For this category
Beauty product websites are traditionally designed to be more ________ oriented than travel websites.
In terms of website design and the online customer experience, community refers to
Amazon.com uses ________ to compare each user’s purchases with the purchases of other users with similar preferences to create a list of purchase recommendations. Based on a customer’s desire to purchase an author’s e-book for her Kindle, Amazon might recommend an e-book by a similar author within the same genre.
The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online is referred to as
The strategic marketing process involves three phases: planning, implementation, and
What is the primary disadvantage of employing a product specialization strategy?
A(n) ________ output report would be associated with the planning phase of the strategic marketing process.
In a five-year study, researchers conducted in-depth analysis of 160 companies and more than 200 management tools and techniques. What was their principal finding?
Loving Care Pets manufactures food for dogs, cats, rabbits, and gerbils specifically created for pets under three months of age. Assuming it is marketing to a single segment of “young-pet owners,” in terms of the market-product grid framework, Loving Care Pets is using a ________ strategy.
Delphi Automobile Systems manufactures and sells satellite communications systems for automobiles that connect you and your car to 24-hour-a-day emergency service, direct you to a destination, and enable you to order a movie while on the road. Delphi Automobile Systems most likely uses
Ideally, in effective marketing planning, goals should be ________ in terms of what is to be accomplished and by when.
Today, the implementation phase of the strategic marketing process often involves moving many planning activities away from the duties of planners to those of ________ responsible for implementing the plans.
An action item list is an aid to implement a marketing plan that consists of four columns: (1) ________, (2) the person responsible for completing the task, (3) the date to finish the task, and (4) what is to be delivered.
Which of the following statements best reflects the guideline for having complete and feasible marketing plans?
A generic business strategy is a strategy that
Synergy analysis refers to
One of Porter’s generic business strategies that focuses on reducing expenses and, in turn, lowers product prices while targeting a broad array of market segments, is referred to as a
There are five alternative marketing strategies that can be identified by market-product grids: market-product concentration, market specialization, product specialization, selective specialization, and
People who have the authority and responsibility to advise people in line positions but cannot issue direct orders to them hold
A trend likely to influence the strategic marketing process in the future that incorporates concerns for ethics, integrity, employee health and safety, and environmental safeguards with more common corporate values such as growth, profitability, customer service, and quality is referred to as
Key problems that emerge in a firm’s strategic marketing process include: (1) bad news is filtered out as information goes up the line to give top management a very rosy picture; (2) plans are based on very poor assumptions about environmental forces; (3) planners and their plans may have lost sight of their customers’ needs; (4) too much time and effort may be spent on data collection and writing plans that are too complex to implement; and (5) ________.
The key to launching a disruptive innovation like Google, Facebook, or the iPhone and iPad from Apple is to
Ingram Micro is the biggest computer wholesaler in the world. It has two divisions. One provides supplies for companies that manufacture computer products, such as IBM and Microsoft. To them it sells motherboards, monitors, etc. The other has been developed to serve the needs of the resellers and retailers that sell computers to businesses and individual customers. To them, it sells user-ready computers. In this example, Ingram Micro most likely would use which type of organizational structure for marketing?
Which of the following statements about the four basic business and management practices that researchers identified is most accurate?
The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online is referred to as
Retailer refers to
Direct marketing channel refers to
A(n) ________ exists when producers and ultimate consumers deal one-on-one with each other.
A(n) ________ is a supplier’s attempt to stipulate to whom distributors may resell the supplier’s products and in what specific geographical areas or territories they may sell.
IGA and Ben Franklin variety and craft stores are examples of
Candy bars most likely should be sold using which type of target market coverage?
A contractual vertical marketing system is an arrangement whereby
In choosing the appropriate marketing channel, a firm should consider the interests that buyers might want fulfilled. These interests fall into four broad categories: (1) information, (2) convenience, (3) ________, and (4) pre- or postsale services.
Goodyear Tire dealers became irate when Goodyear Tire Co. decided to sell its brands through Sears, Walmart, and Sam’s Club. Many switched to competing tire makers. This is an example of
Some manufacturers have tried to use the brand loyalty of their consumers to force retailers to carry only their products and none from their competitors. These manufacturers were trying to force retailers to participate in a practice known as
An even more imprecise term than distributor, ________ can mean the same as retailer, wholesaler, and more.
The choice of a supply chain involves three steps: (1) understand the customer, (2) ________, and (3) harmonize the supply chain with the marketing strategy.
An imprecise term for intermediaries that perform a variety of functions, including selling, maintaining inventories, extending credit, and so on, is
A tying arrangement exists if a supplier requires
For logistics, the customer service concept suggests that firms should
Ford uses ________, whereby the company licenses dealers in North America to sell Ford automobiles subject to various sales and service conditions.
An intermediary that sells to consumers is referred to as
Facilitating function activities include
A firm becomes a channel captain because it is the channel member with the ability to influence the behavior of other members. Influence can take four forms, one of which is
Marketspace exchanges occur
Which of the following companies would be considered a legacy company in marketspace?
A retailer of luxury fashion designs like Prada is likely to
Which of the following companies would be considered an Internet company?
With respect to marketing utilities, the Internet affects time and place in which manner?
In contrast with the traditional marketplace is the ________, which utilizes an Internet-enabled digital environment to provide the forum for marketing exchanges.
Which of the following is a good example of how the Internet affects place utility?
__________ companies, though they operate online today, originated as brick-and-mortar stores in the traditional marketplace.
One of the greatest marketspace opportunities is
Over 90 percent of __________ merchandise is sold exclusively through retail stores; that is, many of these companies have decided not to participate in the marketspace.
__________ companies, though they have origins online, sometimes add brick-and-mortar stores to enhance customers’ experience.
The Capital One Card Lab website allows consumers to build their own mix of services. This is an example of:
An example of why the marketspace would be perceived as more valuable than the marketplace by the consumer is that
Interactivity and ________ are two important capabilities of the Internet in the ______ relationship.
If a small specialty retail shop wants to increase its business, the cheapest and quickest way to improve accessibility for customers would be to _____.
Interactivity refers to the capability on the Internet that allows firms to establish what?
When Levi’s allows consumers to upload their measurement online in order to get a perfect fitting pair of jeans, is it a example of which opportunity in the marketspace?
When Facebook allows you to upload a picture of yourself and to show your preferences to your friends, Facebook is leveraging the _____ capability of the Internet
A retailer of luxury fashion designs like Prada is likely to
Seven Cycles’ website allows customers to create and order the perfect bicycle according to their own specifications. This is an example of the Internet facilitating
The activity that involves two-way buyer-seller electronic communication in a computer-mediated environment is called
What are the two capabilities of the Internet that promote and sustain customer relationships?
An interactive, Internet-based system that allows individual customers to design their own products and services is called a
The capability that allows firms to listen to their customers, answer their requests, and build relationships is called
A process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases is called _____.
What does the individuality capability of the Internet mean?
Personalization allows customers to _____.
Over 90 percent of __________ merchandise is sold exclusively through retail stores; that is, many of these companies have decided not to participate in the marketspace.
When a firm sends a direct e-mail to a customer, the firm might let the customer “opt-out” of the mailing list. This marketing practice is called:
Interactive marketing is the activity that involves ____ communication between ____ and _____ in a ____ computerized environment
Companies use specific online design elements to maximize the utility delivered to consumers, thus managing their
A(n) ________ allows a customer to design a personalized product via the Internet and helps the company become more knowledgeable about the customer.
Which of the following are among the seven design elements for website design?
When Netflix suggests to consumer possible movies they might like, it is a result of which Internet mechanism?
__________ is the way a good website enables user-to-user communication.
If you have a personalized yahoo! or Google page that loads in your browser as you log in, these firms likely built a strategy around _______ in order to know you better as a consumer.
Which of the following best describe permission marketing?
In creating an online ___________, companies attempt to manage all of the interactions with the customer, from initial view of the home page through purchase.
Many company websites encourage user-to-user communications hosted by the company to create Blank 1 of 1 communities. This design element is popular because it has been shown to enhance customer experience and build favorable buyer-seller relationships. (Enter one word in the blank.)
If the “stickiness” of a company website increased due only to more print and electronic media advertising (no website changes were made), which variable is most likely responsible for the increased “stickiness”?
The text, pictures, sound, and videos that a firm website contains exemplifies one of the seven best practices enabling high customer experience. It is called the:
consumers are the subsegment of all Internet users who employ this technology to research products and services and make purchases. (one word)
What does personalization mean in the context of integrated marketing?
It is estimated that ____ percent of online consumers account for ___ percent of the total online revenue.
When a firm sends a direct e-mail to a customer, the firm might let the customer “opt-out” of the mailing list. This marketing practice is called:
The product/service category that accounts for the highest percentage of online purchases is
When Coca-Cola creates a website within its website called MyCoke.com where consumers can create a profile, and exchange thoughts, ideas, and more among themselves, it has developed what is called a __________.
Amazon.com can sell a lot of books online because consumers _____.
You have noticed that the average time spent per visit has increased after you decided to revamp the website and make it more user friendly. However you are not satisfied with your Internet sales. What is the best strategy in order to increase stickiness?
Convenience, cost, and choice are among the reasons that consumers
Which of the following are true of online consumers?
The eight-second rules refers to a time restriction for
As a group, online consumers tend to be ________ than the general US population.
__________ is the practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer.
Of the following, which product/service category accounts for lowest percentage of online sales?
Products for which feature comparisons are important are more likely to be purchased online if _______ is not important.
Which two of the following are among the reasons that consumers typically shop and buy online?
Web Blank 1 of 1 are websites that allow people to congregate online and exchange views on topics of common interest.
A website that takes more than ______ to download will more likely see consumers abandon their effort.
Electronic junk mail or unsolicited e-mails is also called
Customerization is the practice of not only customizing a product but also
Dynamic pricing is most often used for _____.
The product/service category that accounts for the highest percentage of online purchases is
can be used by a marketer to track the frequency of usage of a particular web site page by a particular consumer.
________ occurs when a marketer uses information from cookies to direct online advertising to online shoppers whose profiles suggest they would be interested.
Two-thirds of all e-mail messages in the world are unsolicited, making them
Which day of the week is the busiest online shopping day?
When a consumer wants to purchase a concert ticket online, she is often asked to make a decision rapidly and the price or the availability might change if she does not accept this offer, which a concept is called
When a consumer makes an online purchase directly through social media without using a company’s website, it is considered
Subscription commerce involves the payment of a fee for products
Computer files that are downloaded by marketers onto consumers’ computers and phones to monitor their behavior are called
A customer who sees a pair of boots online but then decides to buy the same pair at Macy’s after trying them on would be best classified as a(n)
Behavioral targeting uses information from ________ to direct online advertising to consumers whose profiles suggest they would be interested in it.
Showrooming is the practice of a consumer
Online shopping differs from retail shopping because a larger percentage of it happens during the
Social commerce is
Which of the following are reasons consumers cite for engaging in webrooming?
Popular online is ________ commerce, which involves the payment of a fee to have products and services delivered on a recurring schedule.
Which of the following is true of webrooming and showrooming?
Maria researches online before she goes to buy her electronics at the local big-box retailer. Maria is a
Which of these tools is most helpful for successful multichannel marketing?
________ occurs when a shopper visits a retail store to inspect merchandise but then purchases the merchandise online.
Multichannel marketing allows sellers to meet customers needs, no matter their
Which two of the following contribute to the difficulty in accurately measuring the impact of multichannel marketing?
________ is the practice of examining products online and then buying them in a store.
Which of the following is true of cross-channel shopping?
One of the primary purposes of a ______ is identifying the communication and delivery channels engaged by cross-channel consumers.
Which of the following are recommended for effective use of multichannel marketing?
Though it is not easy for many companies to achieve, ________ monitors online shopping behavior and applies statistical methods to measure the extent to which online advertising leads to store purchases.
The consumer-initiated practice of generating content on a marketer’s website that is custom-tailored to an individual’s specific needs and preferences is referred to as
A website that provides the ability to conduct sales transactions for products and services emphasizes the ________ design element.
An interactive, Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes, prices, and delivery options, is referred to as a
Legacy companies that sell luxury fashions
Beauty product websites are traditionally designed to be more ________ oriented than travel websites.
In terms of design elements for websites, ________ relevance and presentation along with context dimensions combine to engage a website visitor and provide a platform for the five other design elements.
Which of the following profiles would most likely describe an online consumer?
Among popular purchases online, one category includes items like computers, consumer electronics, and books for which
Dynamic pricing is typically used for pricing
Choiceboard and personalization technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as
Studies show that automobile shoppers spend an average of 11 hours ________ before setting foot in a showroom.
Online buyers of consumer electronics can shop individual websites like QVC.com, a general online merchant that offers more than 100,000 products. This describes one example of why consumers shop and buy online, which is
Which of the following do cookies provide to improve a consumer’s online buying and shopping experience?
On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six high resolution pictures of the tray from different angles and an animated depiction of a waving American flag. Many potential buyers abandoned the web page before all the pictures downloaded. The seller must have been unaware of the
Despite challenges, growth in multichannel marketing has resulted in these retailers accounting for about ________ percent of U.S. online retail sales.
Multichannel marketing refers to
Office Depot promises an exceptional online shopping experience, free delivery for purchases over $35, buy-online-collect in store, and a wide range of products available for purchase in the store. Office Depot is following ________ strategy.
A cross-channel consumer is
________ is the practice of examining products in a store and then buying them online for a cheaper price.
New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?
The local radio station broadcast a story about a dry-cleaner that requested coat donations. The company offered to clean the coats and deliver them to people in need. The various addresses of the dry-cleaner chain were also broadcast so that donations could be dropped off. Since this featured business did not pay for this exposure, it benefited from __________.
Ann recently saw an ad for Claritin, a medicine perfect for counteracting her allergy symptoms. She immediately went to the store to purchase the product. In terms of the communication process, the Claritin ad created a(n) __________.
Brand creative director at Taco Bell Tracee Larocca describes her job as making “sure that all of our communications have the same look, tone, and feel across all platforms,” which could be described as
A paid advertisement for the Texas Department of Economic Development - Tourism Division invited readers of a magazine to mail in a postage-paid reply card that was included with the ad, visit the state’s website, or use a toll-free number to request more information about vacation destinations in Texas. The primary purpose of this ad was __________.
Ann’s young son suffers from allergies and complains about his watery eyes and drowsiness. Ann feels bad because she thought there was nothing she could do to help him. When Ann saw the ad for a new drug that counters these symptoms in Martha Stewart Living magazine, she vowed to ask his doctor about this product on her son’s next visit. Ann is at which stage in the hierarchy of effects?
Ford held a Ford Focus Sweepstakes in partnership with 3M Racing. Participants entered by email or by liking Ford’s Facebook page for a chance to win a custom 2012 Ford Focus. Which promotional element was Ford using to promote its partnership with 3M Racing and NASCAR driver Greg Biffle, who was featured in announcements?
Pharmaceutical companies now spend more than $3.4 billion annually on __________ prescription drug advertising to complement traditional personal selling and free samples directed only at doctors.
When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you are being influenced primarily by which promotional element?
Chrysler Corporation provides support and incentives for its Chrysler, Dodge, and Jeep dealers. Through a multi-level program, Chrysler provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.
CoolMax is a fabric made by DuPont. It is used in the manufacture of exercise clothes because it keeps the user cool and dry. The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of Thorlo CoolMax walking crew socks made of the material. Since he had never before owned anything made with CoolMax, Kumar was in which stage of the hierarchy of effects?
When a representative for Pampered Chef cooking utensils invites friends to her home and spends 30 minutes demonstrating the superiority of the Pampered Chef products, she is engaging in __________.
A food warehouse store got a very good buy on a brand of frozen orange juice and, rather than maintain it as extra inventory, prefers to sell it quickly to consumers. Which promotional element should be used?
Albert Searchware is a type of search engine used at company websites to handle customer questions. The firm is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage of its product life cycle. Which of the following options should it employ?
Use the majority of its promotional budget on advertising that focuses on brand differences.
Imagine you have overheard the owner of a medium-sized manufacturing company saying, “We had a good year, and I think next year will be even better. I’m going to raise this year’s promotion budget 4.5 percent based on the increase of last year’s gross dollar sales. That will let me do more advertising than the 3.5 percent I budgeted last year.” From this information, the manufacturer is using __________ budgeting.
An ad for Allegra allergy medicine highlights the competitive advantage of Allegra over its primary competitors Benadryl, Tylenol, and Chlor-Trimeton. This is ad is an example of __________ advertising.
When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?
The state of Florida Department of Citrus developed the “To Your Health” campaign to show the benefits of orange juice. The goal of these ads is to increase demand for orange juice as it competes with other beverages. This is an example of a __________ advertisement.
The World Wide Fund for Nature sponsors an ad showing a person morphing into a fish with the caption, “Stop Climate Change before it Changes You.” This is an example of which type of appeal?
When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn’t purchased previously. The coupons, contests, and free samples are all examples of __________.
An FTD ad shows a woman holding a very large vase of flowers. The background is red and the only text in the ad is “Mother’s Day.” What type of ad is this?
During a recent winter immunization campaign, The Center for Disease Control and Prevention used the media to encourage all Americans to get vaccinated against the seasonal flu virus. This is an example of a __________, where the media donated free space and air time.
Buses in some cities are often completely painted as an ad for a particular product. The entire bus may be purple, orange, or lime green with the message painted on screens that cover the windows as well as the body of the bus. These ads are examples of __________.
Several hospitals placed signs on the inside door of bathroom stalls in their ladies’ rooms encouraging women to seek help if they are being abused. The signs included information and contact numbers for immediate help. This is an example of __________.
An ad for Campbell’s soup reads, “We haven’t changed that great taste your family’s always loved.” This is an example of __________ advertising.
When Philip Morris changed its name to Altria, it ran __________ institutional ads to inform consumers.
A testimonial ad for a First Alert carbon monoxide (CO) detector features parents who are discussing the dangers of carbon monoxide poisoning. In the ad, the homeowners tell the target audience how purchasing and using the advertised product can avert disaster. Such advertisements use __________.
When Allyn went to get his newspaper, he found the paper in a plastic bag along with a box containing one dose of Alka-Seltzer Heartburn Relief medication. In this example, which type of sales promotion is Alka-Seltzer using?
An ad for Hydrozycut, an advanced weight loss formula by GNC, depicts a handsome man with an open shirt with ripped abdominal muscles who claims that he “was shocked at how fast Hydrozycut worked” when he lost 27 pounds. This ad is using a(n) __________.
As a salesperson asks questions about a prospect’s transportation system, the prospect says, “What I really want is reliable transportation at the lowest price I can get.” The salesperson stops asking questions and pulls out a comparative price list that shows her company’s transportation is the lowest priced and most reliable on the market. The salesperson has engaged in
After completing an 18-week sales training program, Joshua was told, “You will be paid 4 percent on net dollar volume up to $10 million. Sales in excess of $10 million command a rate of 6 percent.” The company Joshua works for is using a __________ for him after completing the sales training program.
ABB is a Swiss-based manufacturer of industrial equipment with annual sales of $30 billion. At one time, ABB had a salesforce that sold only generators, one that only sold boilers, another that only sold transformers, and so forth. Each of its salespeople was an expert on the items he or she sold. Its salesforce was organized by __________.
In the personal selling process, a telemarketer for a life insurance firm who calls and asks the head of the household, “If you were to die tomorrow, would your family be cared for?” is engaged in __________.
Russ Berry Company sells stuffed animals and holiday gifts. When its salesperson asks a retailer, “Do you want to order the two dozen assorted bears or two dozen white-only bears?”, he has executed which stage of the selling process?
Canam Canada specializes in the fabrication of steel joists, joist girders, and steel deck. Canam Canada offers value-added engineering support, architectural flexibility and customized solutions and services. Canam Canada uses team selling that focus on important customers to build mutually beneficially, long-term, relationships. Teams include sales, service, and technical personnel to work exclusively with assigned customers. Canam’s salesforce practices
When a salesperson in the Apple store asks, “Will that be charge or cash?”, he has executed which stage of the personal selling process?
A representative from AT&T called Dr. Michaels after he switched to its new U-verse telephone system. The firm wanted to make certain he was satisfied and asked if he had any questions concerning his new service. This is an example of a(n) __________ call.
Planning the selling program and implementing and evaluating the personal selling effort of the firm is referred to as __________.
At the end of her sales presentation, the salesperson asks, “Do you want to make monthly payments of $75 with a 10 percent down payment or will you be writing a check for the full amount today?” She has just made a(n) __________.
Russ Berry Company is a company that makes gifts and collectibles. When its southeastern sales representative is driving through a community on her way to make a sales call, she looks for small independent florists and gift shops. When she finds a retailer whom she knows is not carrying Russ products, she stops and makes a sales call. The company’s sales rep uses __________ to find its prospects.
During the __________ stage of personal selling, a salesperson would learn if her prospect liked to talk about sports before getting down to business or preferred not to waste time with idle chatter.
The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision is referred to as
When Tracy went to work as a new sales rep for Paradise Candles, she was told to use the following speech in her sales presentations: “Hello, Mr./Ms. (customer name). My name is (your name here). I’m calling on behalf of Paradise Candles. We carry the best wax-burning mechanical candles available in the commercial decorating industry....” Paradise Candles instructed Tracy to use
Which of the following statements should a salesperson use to acknowledge and convert the prospect’s objection into a reason for buying?
A visitor to proflowers.com can select and buy beautiful cut flower arrangements to be sent anywhere in the United States. This is an example of a __________ website.
Eddie Bauer has leveraged its store, website, and catalog channels with impressive results. At Eddie Bauer, every effort is made to make the apparel shopping and purchase process for its customers the same as its retail stores, its catalog, and its website. An Eddie Bauer marketing manager says, “We don’t distinguish between channels because it’s all Eddie Bauer to our customers.” Eddie Bauer is likely following a(n) __________ strategy.
Which of the following transactions occurred in the marketspace?
When Andrea visited www.disneystore.com, she looked at several different classic Winnie the Pooh plush animals before she selected Piglet and Tigger and put them in her shopping cart. She next went to checkout where she confirmed her purchase, typed in her address, and concluded the transaction by providing her credit card information. In terms of customer experience, this example describes the __________ website design element.
Office Depot has leveraged its store, website, and catalog channels with impressive results. The promotion of all three information and delivery channels indicates that Office Depot uses a(n) __________ strategy to assist the cross-channel shopper.
Clinique Cosmetics has a database of more than 600,000 people who registered on its website by providing selected personal information. The registration process requested that customers fill out a brief survey and check a box that allows Clinique to send them product updates via e-mail. When Clinique introduced its Anti-Aging Serum, it sent e-mails to all women over 35 who had indicated in the survey that they were worried about wrinkles. Eight percent of the women who received the e-mail purchased the new product. Clinique used __________ to introduce its new product.
Amazon.com is an Internet retailer located in the U.S. About 45 percent of its sales are to customers who live outside the United States. This shows how electronic commerce contributes to customer value through the creation of __________.
Which of the following examples demonstrates how electronic commerce creates customer value through form utility?
On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six pictures of the tray from different angles and an animated depiction of an American flag. Many potential buyers abandoned the web page before all the pictures downloaded. The seller must have been unaware of the __________.
Nike is a recognized innovator in the use of __________ for creating interactivity, individuality, and customer relationships. Its NikeiD product configurator invites customers to create one-of-a-kind shoes, messenger bags, and backpacks by simply answering a few questions and viewing the finished product from numerous angles.
Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations. And payment can be made using one of four credit cards (Visa, MasterCard, American Express, and Discover). This shows how electronic commerce contributes to customer value through the creation of __________.
OceanSpray.com has a website that describes the company’s products. The website also includes nutritional information and recipes featuring Ocean Spray products. Since Ocean Spray products are available at nearly all supermarkets, there is no need to include dealer information. Ocean Spray uses a(n) __________ website.
