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BUSI 330 quiz 7 solutions complete answers
BUSI 330 quiz 7 solutions complete answers
The practice of focusing on the identification and recruitment of individuals to advocate a company’s products, services, and brands rather than focusing exclusively on prospective buyers is referred to as
To generate traffic to a Facebook page for a brand, which is a mode of advertising on Facebook?
Online media where users submit comments, photos, and videos often accompanied by a feedback process to identify popular topics are called.
According to Figure 17-4 above, Row C is the performance measure referred to as
According to Figure 17-4 above, Row B is the performance measure referred to as
According to Figure 17-4 above, Row A is the performance measure referred to as
In social interactions, a favorable image 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.
Which of the following is a guideline for marketing and promoting a brand using YouTube?
All of the following statements about user-generated content (UGC) are true except which?
Body Glove has employed all of these promotional methods except which?
New performance measures are emerging in an effort to find an ideal one for social media advertising that
As a performance measure for social networks, the click-through rate is
Web 2.0 and Web 3.0 identify
The most-watched videos on ________ are Luis Fonsi’s “Despacito,” Wiz Khalifa’s “See You Again,” and Ed Sheeran’s “Shape of You,” with 5.1 billion, 3.5 billion, and 3.4 billion views, respectively.
Brand managers can strategically use Twitter to do all of the following except which?
Although marketers use the term “mobile” to refer to the portability of phones, the term will soon take on new meaning as ________ make change an entire industry of people on the go.
One of Body Glove’s newest products is
A social media marketing plan’s purpose is to reach
Which of the following social media networks does Body Glove use as the foundation of its customer service function?
All of the following are among the seven types of social media content used by companies to create and sustain customer engagement except which?
One dimension, ________, is used to classify social media and is shown in Figure 17-1 above on the -axis, ranging from "impersonal" to "very personal."
All of the following are digital metrics used by Body Glove except which?
Recalling Figure 17-4 above, which social network has both the second highest number of users and the second highest monthly market share of visits?
According to Figure 17-4 above, the correct rank order of social network sites from most to least popular as measured by the number of visits is
Recalling Figure 17-4 above, which social network has both the highest number of users and the highest monthly market share of visits?
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
Online content created by an individual outside of a professional or commercial organization is a criterion of
Body Glove’s partnership with Marquee Brands has helped it
Which product was an important innovation for Body Glove and the source of inspiration for its brand name?
Recalling Figure 17-4 above, which two social networks are similar in terms of number of users, while the one with fewer users has a larger market share of visits indicating more frequent use?
When Kimmy Summers had to communicate with other students to recruit volunteers at their respective universities to help freshmen during campus move-in day, they chose to use
A. letters from their colleges' deans of students.
B. flyers slid under dorm-room doors.
C. phone solicitations.
D. ads in their campus newspapers.
E. social media.
Marketers are increasingly using social media to reach college-age students in the U.S. because
A. college age students are sensitive to the environment and reject ads using paper-based media.
B. the brand ambassadors concept has not been as effective as expected.
C. Internet advertising is ineffective with other age groups.
D. they work better than traditional print media.
E. students reject the media their parents use.
When thousands of college-age brand ambassadors at colleges and universities across the U.S. needed to recruit volunteers to help incoming freshmen on campus move-in day, the most effective way to reach the greatest number of students was by using
A. the campus radio.
B. social media.
C. phone solicitations.
D. ads in the campus newspaper.
E. hanging ads on dorm-room handles.
Social media are
A. online games.
B. online media where users submit news, photos, and videos - often accompanied by a feedback process to identify "popular" topics.
C. any type of medium in which large groups of people read content generated by a business, government, or corporation.
D. only media that allow face-to-face communication.
E. all forms of electronic media.
Online media where users submit news, photos, and videos - often accompanied by a feedback process to identify popular topics - are referred to as
A. rich media.
B. Facebook.
C. avatar media.
D. social media.
E. feedback loop.
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)
A. social network.
B. gaming website.
C. electronic media.
D. social media.
E. feedback media.
Social networks are
A. dating websites like eHarmony.
B. Internet browsers like Safari or Firefox.
C. specific social media like Facebook, Twitter, LinkedIn, and YouTube.
D. the replacement for e-mail to send private digital messages.
E. social media websites that are the high in self-disclosure but low in media richness.
Another term sometimes used interchangeably with social media is __________.
A. net platforms
B. Web redux
C. user generated content
D. Web 2.0
E. peer-to-peer networking
What is another term that is sometimes used interchangeably with social media?
A. net platforms
B. Web 3.0
C. user generated content
D. user platforms
E. peer-to-peer networking
Web 2.0 is a term that describes
A. the functionalities of the World Wide Web that made possible the high degree of interactivity among users.
B. a technical update of the World Wide Web from Web 1.0.
C. the first Internet browser.
D. the decreased degree of interactivity among users.
E. the final published form of marketer-generated content.
Web 2.0 is based on
A. a technical update of the World Wide Web.
B. the high degree of interactivity among users.
C. the second generation of Internet browsers.
D. the decreased interactivity of user generated content.
E. the second revision of marketer-generated web content.
What is one way in which the Internet has changed, brought about by Web 2.0?
A. Web 2.0 is the most-used Internet browser, launched in 2004.
B. The ability to access the Internet from smartphones brought on a cultural revolution in how users view and use the Internet.
C. Faster routers allowed for quicker, more efficient Internet service.
D. Internet content can now be continuously modified by all users in a participatory fashion.
E. The technical interface of the Internet has drastically changed since 2004.
What is one way in which Web 2.0 media are different from traditional media?
A. Web 2.0 involves online media where users submit or modify comments, photos, and videos.
B. The ability to access the Internet from smartphones brought on a cultural revolution when the majority of college students began to use them.
C. Greater bandwidth allows for faster media downloads from the Internet.
D. All college students use Web 2.0.
E. The technical interface of Web 2.0 is user friendly.
A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a
A. wiki.
B. blog.
C. chat room.
D. Facebook Page.
E. tweet.
A blog is a
A. business-oriented website that lets users create profiles for professional networking.
B. unique type of Internet browser where search results are personalized for each user.
C. web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
D. website where users create a personal profile, add "friends," and exchange messages and photos with them.
E. website whose content is created and edited by the ongoing collaboration of end users.
Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?
A. create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products
B. monitor e-mails for customer complaints and respond promptly with a 50% discount coupon
C. hold a cooking contest to generate new recipes using Betty Crocker products
D. produce commercials incorporating images of Betty Crocker cooking with the late Julia Child
E. produce a TV infomercial featuring a female or male cooking her/his way through several recipes from the latest edition of the Betty Crocker Cookbook
Epicurious is a website where recipes are posted by the site owner and individual cooks. Using a fourfork 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 most likely is Epicurious?
A. Web 2.0
B. a Facebook Page
C. a wiki
D. a blog
E. a Twitter Page
Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into
A. popular trends among members of the over-65 market.
B. technological advancements that can be used to promote their brands.
C. new slang terms to create more effective advertisement copy.
D. recruiting prospective employees.
E. customer complaints and suggestions.
A website whose content is created and edited by the ongoing collaboration of end users is known as a(n)
A. wiki.
B. blog.
C. encyclomedia.
D. Facebook Page.
E. tweet.
A wiki is a
A. web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
B. business-oriented website that lets users create profiles for professional networking.
C. unique type of Internet browser where search results are personalized for each user.
D. website where users create a personal profile, add friends, and exchange messages and photos with them.
E. website whose content is created and edited by the ongoing collaboration of end users.
A blog is __________, whereas a wiki is __________.
A. a log of an individual's Internet activity; Internet activity updated by the user
B. a website for companies to gather customer insights; an academic tool to post grades and projects
C. a website whose online content is created and edited by the ongoing collaboration of end users; a publicly accessible personal journal and online forum for a individual or organization
D. a publicly accessible personal journal and online forum for an individual or organization; a website whose online content is created and edited by the ongoing collaboration of end users
E. an advertising forum; an artistic forum
A publicly accessible personal journal and online forum for an individual or organization is a __________, whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________.
A. Internet browser; blog
B. wiki; blog
C. blog; wiki
D. Facebook; Twitter
E. Twitter Page; Facebook Page
Blogs and wikis differ in that a blog is a diary that shows a __________, while a wiki shows the end result as a __________.
A. complete thought process; fragmented group of ideas
B. sequential journey; single entry
C. single entry; sequential journey
D. personal side of the user; formal presentation
E. long narrative; block of text
User generated content refers to
A. the content posted by only one user on his or her private blog.
B. Web 3.0, the next update of the Web.
C. the content created by one user using his or her smartphone.
D. another term for social media.
E. another term for flash mobs.
User generated content (UGC) refers to
A. content found on a personal profile page.
B. content found only on blogs and wikis.
C. content that is created with the intention of achieving commercial profit.
D. content found on forms of online media that are privately owned and operated by a single user.
E. the various forms of online media content that are publicly available and created by end users.
The various forms of online media content that are publicly available and created by end users is referred to as
A. user-generated content (UGC).
B. wikis.
C. net platforms.
D. Facebook Pages.
E. social media.
All the following statements about user generated content (UGC) are true EXCEPT:
A. UGC is published on a publicly accessible website and created by end users.
B. UGC is reposting an article found in a newspaper or magazine without editing.
C. UGC is consumer-generated by an individual outside of a professional organization.
D. UGC shows a significant degree of creative effort.
E. UGC is not simply e-mail, but is published on a publicly accessible website.
Which of the following statements about user-generated content (UGC) is most accurate?
A. UGC is published on a publicly accessible website or a social networking site.
B. UGC must show a sequential journey through posts made by a user.
C. UGC is intended for commercial profit.
D. UGC is not found on social networking sites.
E. UGC is limited to text-only, 140 character maximum posts due to the limited bandwidth of Internet service providers.
Online content that is published on a publicly accessible website or social networking site is a criterion of
A. social networks.
B. user generated content (UGC).
C. blogs.
D. wikis.
E. YouTube.
Online content that shows a significant degree of creative effort, and thus is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of
A. online advertisements.
B. blogs.
C. user generated content (UGC).
D. wikis.
E. YouTube.
Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of
A. online advertisements.
B. user generated content (UGC).
C. blogs.
D. wikis.
E. YouTube.
Social networks can be classified based on (1) __________ and (2) __________.
A. web browsers; apps
B. user generated content (UGC); marketer-generated content (MGC)
C. blogs; wikis
D. textual; visual
E. media richness; self-disclosure
In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as
A. user generated content.
B. social value.
C. self-disclosure.
D. media richness.
E. emotive content.
In classifying social media, self-disclosure is
A. the degree to which a person's thoughts, feelings, likes, and dislikes are made public.
B. the degree of acoustic, visual, and personal contact between two communication partners.
C. an undesirable effect of social media in which too much personal information is given by users, resulting in identity theft.
D. a growing trend in which telephone and e-mail communications contribute to one's online profile.
E. behavior that leads to an unfavorable impression by other online users.
In classifying social media, media richness is __________, whereas self-disclosure is __________.
A. the degree to which a person's thoughts, feelings, likes, and dislikes are made public; the degree of acoustic, visual, and personal contact between two communication partners
B. the quality of the graphics and video on a website; the online conduct that leads to an unfavorable impression
C. a visual measure; an emotional measure
D. the extent to which a user personalizes his/her profile page; adding contact information (telephone, address, and e-mail) on one's Facebook Page
E. the degree of acoustic, visual, and personal contact between two communication partners; the degree to which a person's thoughts, feelings, likes, and dislikes are made public
In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as ________, whereas the degree to which a person's thoughts, feelings, likes, and dislikes are made public is referred to as ________.
A. self-disclosure; media richness
B. emotional value; social degree
C. media richness; self-disclosure
D. social degree; emotional value
E. media richness; user-generated content
Media richness is __________ in face-to-face communication than telephone or e-mail communications.
A. equal
B. lower
C. higher
D. more updated
E. less updated
As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site __________.
A. decreases
B. is not affected
C. can be manipulated
D. increases
E. can't be determined
A favorable image 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.
A. decrease
B. not affect
C. undermine
D. manipulate
E. increase
As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure
A. decreases
B. is not affected
C. undermines the credibility of the site
D. increases
E. increases the credibility of the site
Based on the social media identified in Figure 16-1 above, a site that has elaborate visuals, graphics, and animation but where the users disclose very little personal information about themselves or their feelings would most likely be located in which cell of the chart?
A. upper left
B. upper right
C. lower center
D. lower right
E. lower left
Based on the social media identified in Figure 16-1 above, the social media site rated HIGHEST in media richness is
A. Wikipedia.
B. Facebook.
C. Reddit.
D. World of Warcraft.
E. Farmville.
Based on the social media identified in Figure 16-1 above, the social media site rated LOWEST in media richness is
A. Wikipedia.
B. Blogger.
C. Facebook.
D. World of Warcraft.
E. WordPress.
Based on the social media identified in Figure 16-1 above, the social media site rated HIGHEST in self-disclosure is
A. Facebook.
B. LiveJournal.
C. Wikipedia.
D. WordPress.
E. Farmville.
Based on the social media identified in Figure 16-1 above, the social media site rated LOWEST in self-disclosure is
A. Facebook.
B. LiveJournal.
C. Wikipedia.
D. Foursquare.
E. Farmville.
Based on the social media identified in Figure 16-1 above, blogs are
A. highly interactive websites.
B. high in self-disclosure but low in media richness.
C. low in self-disclosure but high in media richness.
D. websites that are low in self-disclosure.
E. websites that are high in media richness.
Based on the social media identified in Figure 16-1 above, virtual social worlds have a __________ degree of media richness and self-disclosure.
A. high
B. medium
C. low
D. average
E. non-existent
Based on the social media identified in Figure 16-1 above, The Sims has a __________ degree of selfdisclosure than World of Warcraft.
A. more unique
B. lower
C. equal
D. higher
E. more elaborate
Based on the social media identified in Figure 16-1 above, LinkedIn is
A. medium in self-disclosure and low in media richness.
B. high in self-disclosure and medium in media richness.
C. high in self-disclosure and high in media richness.
D. low in self-disclosure and medium in media richness.
E. low in self-disclosure and low in media richness.
Based on the social media identified in Figure 16-1 above, which of the following social networking sites is HIGHEST in media richness?
A. Vine
B. Twitter
C. YouTube
D. LinkedIn
E. can't be determined
What did Toyota do to reach World of Warcraft's U.S. game players?
A. Toyota sponsored an expansion pack of the game.
B. Toyota purchased the personal information of users from the game company to send e-mails.
C. Toyota used mechanics and pictures from the game in a commercial.
D. Toyota paid to have likenesses of their vehicles appear in the game as product placement.
E. Toyota paid to have ads placed on the game's website.
When Toyota featured images from the World of Warcraft game in a TV commercial, it demonstrated that World of Warcraft has a high degree of __________, as visuals, graphics, and animations are the major draw for World of Warcraft users.
A. media richness
B. self-disclosure
C. collaboration
D. product placement
E. wikiness
In what way are traditional and social media similar?
A. They both require specialized training.
B. They both rely upon contributions from established experts to create credibility and social authority.
C. They both can reach either large or niche audiences.
D. They both are relatively inexpensive or free to produce.
E. They both produce content that can be altered after posting or publication.
All of the following are differences between social and traditional media EXCEPT:
A. the number of and skills required to produce and train personnel to produce the media.
B. the permanence of the media.
C. the credibility of the media.
D. the ability to reach a mass or specialized market segment.
E. the privacy and anonymity of the media.
While brand managers use both traditional and social media to promote and advertise their products, traditional media __________ while social media __________.
A. appeal to a younger audience; appeal to a middle-aged audience
B. are cheaper; are more creative
C. are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete
D. are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them
E. take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual
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
A. production of traditional media requires specialized skills and a team of people.
B. traditional media include Facebook and Twitter.
C. social media only reaches niche audiences.
D. social media is relatively expensive to produce.
E. the content of social media cannot be altered after publication.
Whereas traditional media build credibility through experts being influencers in a particular field, with social media a sender often simply begins to participate in the __________, hoping that the quality of the message will establish credibility with the receivers.
A. purchase transaction
B. conversation
C. amateur discussion
D. discussion pool
E. information superhighway
Each of the following are the four widely used social networks discussed in the textbook based on their impact to both consumers and organizations except which?
A. Twitter.
B. YouTube.
C. Facebook.
D. LinkedIn.
E. Instagram.
Which social network has found a niche in helping small business networks reach potential customers, as well as filling its traditional role of connecting job seekers and jobs?
A. Twitter.
B. Pinterest.
C. YouTube.
D. Facebook.
E. LinkedIn.
In 2012, Facebook acquired __________ to enhance its photo-sharing capability.
A. Twitter
B. Pinterest
C. Vimeo
D. Snapchat
E. Instagram
Facebook is
A. a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and likes with them.
B. a website that enables users to send and receive tweets, messages up to 140 characters long.
C. a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D. a video-sharing website in which users can upload, distribute, view, and comment on videos.
E. a virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images.
The social media website open to anyone age 13 and over where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and likes with them, is known as
A. Twitter.
B. Vimeo.
C. Facebook.
D. YouTube.
E. LinkedIn.
Which of the following statements about Facebook is most accurate?
A. Facebook is the third most-used social network.
B. Facebook has a global presence - 1 in every 7 people on the planet use this site.
C. Facebook has almost 80 million active users.
D. Facebook lets people keep in touch through long text-entries similar to e-mail.
E. Facebook is just as successful as Twitter.
Which of the following statements is true about Facebook?
A. Facebook is second to Twitter in the number of registered users.
B. Facebook is open to users who are at least six years old.
C. Facebook is the social media website where users upload more videos to its site than any other site.
D. Facebook users have an average of about 130 friends on the site.
E. Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.
To generate traffic to a Facebook Page for a brand, what is another mode of advertising on Facebook?
A. Messages can be sent to the inbox on a user's profile page.
B. Pop-up ads can appear after a user logs in.
C. Facebook will place links to other webpages on its home page.
D. Facebook does not allow for any other forms of advertising.
E. Paid ads and sponsored stories can appear on a user's profile page.
To create a successful advertising campaign on Facebook, a good strategy a brand manager can use is to
A. create ads that will appear in a specified, strategic position on every page when users log into their profiles.
B. create and send an e-mail message to every registered Facebook user.
C. create posts and video ads that are fresh and creative, and possibly related to users' passions.
D. create ads that incorporate controversial topics like religion and politics to get Facebook users to "Like" their Page.
E. create a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team.
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:
A. updating content regularly to keep it fresh.
B. using familiar imagery and messaging, but adding a twist.
C. learning users' passions.
D. letting users guide content.
E. posting Instagram videos (ads, b-roll) on the left side of the Facebook Page.
A recent study found that "Likes" or "Followers" to a brand's Facebook Page is worth _______ in terms of product spending, brand loyalty, and ‘propensity to recommend' the site to others.
A. $17
B. $53
C. $83
D. $145
E. $174
All of the following are true about StuffDOT EXCEPT:
A. StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item.
B. StuffDOT start-up targets college-aged women.
C. StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city.
D. StuffDOT campus ambassadors are a major force behind the platform's growth.
E. StuffDOT reward money can be redeemed for gift cards with many major retailers.
A Facebook Page, such as the one for StuffDOT, contains all of the following elements that are of interest to brand managers EXCEPT:
A. a cover image.
B. Facebook Page posts that appear in the News Feed.
C. analytics about users.
D. the ability to "tweet" a comment on an ad a firm has posted on its Facebook Page.
E. the number of people who clicked the "Like" button.
Figure 16-3 above shows the __________ web page for StuffDOT and the data available for marketers to assess its performance and understand its users.
A. YouTube
B. Pinterest
C. Twitter
D. Facebook
E. LinkedIn
Recently, Facebook made all of the following changes to its site to improve the user experience EXCEPT:
A. Facebook acquired Oculus, a virtual reality headset company.
B. Facebook announced that a version of its News Feed was being tailored for images to appear on mobile devices.
C. Facebook launched hashtags.
D. Facebook eliminated privacy settings for all but it paid advertisers.
E. Facebook was able to generate revenues by placing ads on the small screens of smartphones.
Social Network Image (A) above shows the __________ web page for Carmex, allowing the firm to depict its products as well as send and receive messages about them from followers.
A. YouTube
B. Pinterest
C. Twitter
D. Facebook
E. LinkedIn
Twitter is
A. a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and likes with them.
B. a website that enables users to send and receive short messages up to 280 characters long.
C. a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D. a video-sharing website in which users can upload, distribute, view, and comment on videos.
E. a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.
The website that enables users to send and receive messages up to 140 characters long is
A. LinkedIn.
B. YouTube.
C. Twitter.
D. Facebook.
E. Friendster.
Twitter can be a good source of information about a brand or product because of its
A. short message length.
B. photo-sharing capability.
C. ability to display user generated video content.
D. ownership of CoTweet.
E. ability to post professional profiles.
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?
A. YouTube
B. LinkedIn
C. Facebook
D. Twitter
E. Pinterest
Brand managers can strategically use Twitter to do all of the following EXCEPT:
A. respond to user criticisms about a brand.
B. re-tweet positive customer comments.
C. generate brand buzz by developing an official Twitter profile.
D. tweet on topics that provide information of value to their customers.
E. post user profiles for job seekers.
Brand managers find out what people are saying about their brand on Twitter by
A. having employees perform spot-checks on posts.
B. using social media management tools from services such as TweetDeck.
C. creating their own Twitter account and seeing what "followers" say on Facebook.
D. recognizing that posts are too brief to allow for a substantive mention of their brand.
E. employing outside search services such as Google and Bing.
If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to implement Twitter?
A. Monitor other Twitter accounts for negative mentions of your brand.
B. Aggressively defend your brand on your Twitter account.
C. Create an account and generate followers by posting photos of the new product.
D. Create an account and tweet about it the day before releasing the product.
E. Be interesting and unexpected through posting on current events such as an upcoming political election.
Social Network Image (B) above shows the __________ web page for college student and StuffDot intern Jenny Caffoe, which allows her to search for other internships or permanent work after graduation.
A. YouTube
B. Pinterest
C. Twitter
D. Facebook
E. LinkedIn
LinkedIn is
A. a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.
B. a website that enables users to send and receive short messages up to 140 characters long.
C. a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D. a video-sharing website in which users can upload, distribute, view, and comment on videos.
E. a website enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.
The business-oriented website that lets users post their profiles and connect to a network of businesspeople is
A. LinkedIn.
B. YouTube.
C. Twitter.
D. Facebook.
E. Friendster.
The social network primarily used for professional networking and job searching is
A. Twitter.
B. LinkedIn.
C. Facebook.
D. YouTube.
E. Farmville.
What is the primary purpose of LinkedIn?
A. LinkedIn keeps track of business trends and "breaking news."
B. LinkedIn provides a way to integrate all of one's social networks into a single, comprehensive news feed.
C. LinkedIn provides a forum for discussion about the difficulties and stresses of the job market.
D. LinkedIn provides a forum to create a conversation between large companies and their employees.
E. LinkedIn is a platform for professional networking and job searching.
Through a network of businesspeople known as __________, members of LinkedIn gain an introduction to someone they wish to know through a mutual, trusted contact.
A. followers
B. colleagues
C. contacts
D. connections
E. friends
All of the following are tips experts recommend to student job seekers using LinkedIn EXCEPT:
A. write an informative, short, memorable profile headline.
B. include an appropriate photo of yourself.
C. include as many recommendations as you can get.
D. fill in the Skills & Expertise section with keywords that recruiters use in their searches.
E. set your profile to "public" and include its URL on your resume.
If a brand manager wanted to use LinkedIn to promote his or her brand, the best option would be to
A. join groups of industry professionals to demonstrate the organization’s capabilities in particular areas.
B. monitor profiles for negative mentions of their brand.
C. create a profile for her brand.
D. try to accumulate online followers for the business.
E. buy ad space on the LinkedIn website.
In a recent survey of business owners, 41 percent saw __________ as potentially beneficial to their company - more than twice that for the other major social networks discussed in the textbook.
A. Facebook
B. Groupon
C. YouTube
D. Twitter
E. LinkedIn
Pop singer Rebecca Black used __________ to post her video "Friday," which went viral and earned her many fans. She now has her own channel on the same platform.
A. YouTube
B. Pinterest
C. Twitter
D. Facebook
E. LinkedIn
YouTube is
A. a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.
B. a website that enables users to send and receive short messages up to 140 characters long.
C. a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D. a video-sharing website in which users can upload, distribute, view, and comment on videos.
E. a website enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.
The social network that is used solely for sharing videos is
A. Google.
B. Facebook.
C. YouTube.
D. Twitter.
E. LinkedIn.
If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is
A. YouTube.
B. LinkedIn.
C. Facebook.
D. Twitter.
E. Google Chrome.
A popular social network used by college students to find and share the best content on the Web is
A. Tumblr.
B. Flickr.
C. Vimeo.
D. Pinterest.
E. StumbleUpon.
__________ is a content sharing network where members affix images, videos, and more to "boards" they create, which are categorized into different themes.
A. Tumblr
B. Flickr
C. Vimeo
D. Pinterest
E. StumbleUpon
A feature-rich, micro-blogging platform that allows users to share text, photos, music, links, videos, and more is
A. Tumblr.
B. Flickr.
C. Vimeo.
D. Pinterest.
E. StumbleUpon.
__________ users simply snap a photo, choose a specialized filter to alter the look and feel of the image, and share the image with family and friends.
A. Tumblr
B. Flickr
C. Vimeo
D. Instagram
E. StumbleUpon
The three guidelines on marketing and promoting a brand using YouTube include: (1) __________; (2) create a branded channel rich in key words to improve the odds of the video showing up in user searches; and (3) target viewers by using YouTube's insights and analytics research to reveal the number of views, where they originate within YouTube, and what key words are driving user visits.
A. use an expert to inform the audience about product features and benefits
B. tie the product to a current political or news event
C. include humorous content to attract as many viewers as possible
D. exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story
E. limit the video to one minute or less, the same as a TV or radio ad time limit
The three guidelines on marketing and promoting a brand using YouTube include: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) __________; and (3) target viewers by using YouTube's insights and analytics research to reveal the number of views, where they originate within YouTube, and what key words are driving user visits.
A. use an expert to inform the audience about product features and benefits
B. create a channel rich in key words to improve the odds of the video showing up in user searches
C. tie the product to a current political or news event
D. include humorous content to attract as many viewers as possible
E. limit the video to one minute or less, the same as a TV or radio ad time limit
The three guidelines on marketing and promoting a brand using YouTube include: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) create a branded channel rich in key words to improve the odds of the video showing up in user searches; and (3) __________.
A. use an expert to inform the audience about product features and benefits
B. tie the product to a current political or news event
C. target viewers by using YouTube's insights and analytics research to reveal the number of views, where they originate within YouTube, and what key words are driving user visits
D. include humorous content to attract as many viewers as possible
E. limit the video to one minute or less, the same as a TV or radio ad time limit
If a brand manager for Honda creates an offbeat and funny video featuring its latest model, the best social networking site to publish the video for marketing purposes would be __________.
A. Pinterest
B. LinkedIn
C. Twitter
D. YouTube
E. the Honda website
YouTube would be an excellent social network to advertise all of the following products EXCEPT:
A. power tools.
B. financial services.
C. cars.
D. men's cologne.
E. blenders.
Traditional media (the sender) use one-way communication directly to the ultimate consumer to advertise marketers' products. These consumers are therefore referred to as __________.
A. one-way consumers
B. passive receivers
C. active-receivers
D. traditional consumers
E. traditional receivers
Social media advertising is helpful to brand managers because consumers are __________.
A. captive receivers who buy products online
B. end-receivers who buy products online
C. traditional consumers who buy products in retail stores
D. active receivers who send user generated content to both friends and advertisers
E. traditional receivers who browse products online
Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media first seek to reach __________.
A. "two-way receivers"
B. "end-receivers"
C. "active receivers"
D. "followers"
E. "connections"
An "active receiver" who is "delighted" with the brand advertised and sends messages to her online friends about the brand is referred to as a(n) __________.
A. "expert"
B. "follower"
C. "end-receiver"
D. "traditional consumer"
E. "evangelist"
Within the context of social media, an "evangelist" is an online user who
A. is "delighted" about the brand advertised and sends messages to his/her online friends and then back to the advertiser about the joys of using the brand.
B. tries to promote an anti-consumerist agenda to other online users, hindering the effectiveness of online advertisements.
C. is a paid "brand ambassador" by the advertisers to promote the brand's positive qualities by sending messages to his/her online friends.
D. is indifferent or "agnostic" to advertisements on social media networks.
E. is an "apostle" who develops his/her own Facebook, Twitter, and/or YouTube following and therefore should be contacted by advertisers about placing an ad on his/her website.
Marketers can use one of two strategies: the first strategy uses Facebook Pages and YouTube Channels, and the second strategy uses ads in newspapers, magazines, and on TV. The difference between these two types of marketing strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________.
A. "passive receivers"; "active receivers"
B. an older demographic; a younger demographic
C. wealthy; disadvantaged
D. "active receivers"; "passive receivers"
E. "evangelists"; "brand ambassadors"
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.
A. the availability of social network to run apps
B. the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics
C. the number of users or unique visitors to the website
D. the ability of the social network to pull controversial content
E. the site's ability to present the results of key word searches to improve the odds of a firm's products showing up in user searches
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) the number of users or unique visitors to the website and (2) __________.
A. the characteristics of these visitors
B. the availability of social network to run apps
C. the ability of the site to be measured in terms of its sales, profitability, distribution density, and other performance metrics
D. the ability of the social network to pull controversial content
E. the site's ability to present the results of key word searches to improve the odds of a firm's products showing up in user searches
According to Figure 16-4 above, Facebook had about __________ visits as of mid-2014.
A. 139 million
B. 168 million
C. 500 million
D. 1 billion
E. 2.54 billion
According to Figure 16-4 above, Facebook had about __________ unique U.S. visitors as of mid-2014.
A. 139 million
B. 168 million
C. 500 million
D. 1 billion
E. 2.54 billion
According to Figure 16-4 above, which social network was closest to Facebook terms of unique U.S. visitors as of mid-2014?
A. LinkedIn
B. YouTube
C. Twitter
D. Angry Birds
E. Plants vs. Zombies
According to Figure 16-4 above, the correct rank order of social network sites from MOST to LEAST popular as measured by the number of visits as of mid-2014 is
A. Facebook, LinkedIn, YouTube, and Twitter.
B. Facebook, Twitter, YouTube, and LinkedIn.
C. Facebook, YouTube, LinkedIn, and Twitter.
D. Facebook, YouTube, Twitter, and LinkedIn.
E. Twitter, Facebook, YouTube, and LinkedIn.
According to Figure 16-4 above, the correct rank order of social network sites from MOST to LEAST popular as measured by the number of unique U.S. visitors as of mid-2014 is
A. Facebook, LinkedIn, YouTube, and Twitter.
B. Facebook, Twitter, YouTube, and LinkedIn.
C. YouTube, Facebook, Twitter, and LinkedIn.
D. Facebook, YouTube, Twitter, and LinkedIn.
E. Twitter, Facebook, YouTube, and LinkedIn.
All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands EXCEPT:
A. defines the characteristics of the one or more market segments she wants to reach.
B. buys placement for an ad on a specific section on a social networking site.
C. composes title and copy for the social network ad.
D. decides on the images (photos and videos) used to promote the brand.
E. specifies the web address(es) to which its ad should link based on the brand's social media marketing goals.
What is the challenge presented to brand managers by social media advertising?
A. Brand managers need to realize that social media are less likely to have a marketing objective of immediate sales than traditional media.
B. Brand managers need to convince social networks to post their ads free of charge.
C. Brand managers need to create "universally appealing" ads since they cannot target specific demographics on social networks.
D. Brand managers have difficulty estimating how many users have clicked on their ads, which leads to problems in assessing an ad's effectiveness.
E. Brand managers need to realize that there are only a few social networks to advertise on.
What is a typical marketing goal for advertising on social networking sites?
A. Developing cost-effective ads with a CPM of less than 50′ for every 1,000 hits.
B. Creating ads that have an immediate impact on sales.
C. Having viewers go to the advertiser's website and post it on their Facebook pages.
D. Using the cost per click performance metric to assess how many times a unique visitor purchases a product that originated from an ad on the firm's website.
E. Creating ads that appeal to all demographic groups—regardless of age, gender, ethnicity, education, or income—to maximize cost efficiency.
Which of the following statements about the role of social media for PepsiCo's "Test Drive" YouTube video/ad is most accurate?
A. The purpose of the video was to reinvigorate sales of the Pepsi Next brand.
B. For Pepsi, advertising the "Test Drive" video on Facebook was much more expensive from a CPM standpoint than two 30-second TV spots placed on Fox's American Idol.
C. Pepsi created a new social-media driven website called Pepsi MAX NASCAR with Danica Patrick as the spokesperson following the success of the "Test Drive" video.
D. The Pepsi MAX "Test Drive" video followed the successful "Uncle Drew" TV ads.
E. Pepsi MAX is a new, great-tasting energy drink in the introduction stage of its product life cycle that has "all the sugar and twice the caffeine" as regular Pepsi.
Performance measures for social media marketing programs are divided into two types:
A. number of photos uploaded; number of characters typed (comments, tweets, etc.)
B. purchases made online; purchases made in a store as a result of a link from a social media website
C. traditional media costs; social media costs
D. number of "Views" of a YouTube video; number of "Likes" on Facebook
E. those linked to inputs or costs; those tied to the outputs or revenues
An example of the ideal performance measure for social media advertising is one that
__________.
A. attracts unique visitors
B. adds registered users
C. builds awareness
D. ties actual sales revenues to the cost of the ad
E. generates brand buzz
Cost per thousand (CPM) is a measure in which
A. a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it—but not whether the user has actually reacted to it.
B. 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.
C. a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D. a fixed amount of money that is paid to a site for posting an ad for a finite amount of time.
E. a fixed discount given to a visitor for clicking on an ad.
A fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as
A. fixed fee rate.
B. cost per thousand.
C. cost per action.
D. cost per click.
E. fixed cost.
Cost per click is a performance measure in which __________, whereas cost per thousand is a performance measure in which __________.
A. a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company that pays pennies for every time its ad loads on a Facebook page, up to a fixed amount
B. a company that pays pennies for every time its ad loads on a Facebook page, up to a fixed amount; a company paying a set amount to Facebook for every time a user clicks on its ad
C. a company paying a set amount to Facebook for every time a user clicks on its ad; a company that pays pennies for every time its ad loads on a Facebook page, up to a fixed amount
D. a company paying a set amount to Facebook for every purchase that originated from an ad on a website; a company paying a set amount for the ad to be placed on the website for a certain amount of time
E. a company paying a set amount for the ad to be placed on the website for a certain amount of time; a company paying a set amount to Facebook for every purchase that originated from an ad on a website
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. click-through rate (CTR).
B. cost per thousand (CPM).
C. fixed fee rate (FFR).
D. cost per action (CPA).
E. cost per click (CPC).
Cost per click is a measure in which
A. a fixed amount of money is paid to the site for every visitor who clicks on an ad and then jumps from that page to the advertiser's website.
B. a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
C. a fixed amount of money is paid to a site for posting an ad for a finite amount of time.
D. a fixed amount of money is paid for every 1,000 times an ad loads, up to $100 a month.
E. a fixed discount given to a visitor for clicking on an ad.
A company paying a set amount to Facebook for every time a user clicks on its ad is known as __________, whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is referred to as __________.
A. variable fee; fixed fee
B. cost per click; cost per thousand
C. fixed fee; variable fee
D. cost per thousand; cost per click
E. traditional cost; social media cost
Cost per action refers to
A. a fixed amount of money paid to the site for every time a visitor clicks on the ad.
B. a fixed amount of money paid to the site for placement of the ad.
C. a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D. a fixed percentage the site gets paid for placing the ad.
E. a fixed discount given to a visitor for clicking on the ad.
The __________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.
A. cost per click
B. cost per thousand
C. fixed fee rate
D. cost per view
E. cost per action
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
A. cost per thousand, and pay $0.50 for every time an ad loads, up to $100 per month.
B. a negotiated measure, and pay $100 to post their ad for two weeks.
C. cost per click, and pay $0.50 for every visitor who clicks on the ad and goes to their website.
D. cost per action, and pay $50 for every purchase that originated from an ad on the site.
E. cost per like, and pay $1.00 for every unique visitor who likes the advertised product.
According to Figure 17-4 above, A is the performance measure referred to as "I will pay $0.50 for every 1,000 times this ad loads, up to $100 per month" under the Cost to Advertisers heading:
A. cost per click
B. click through rate
C. cost per action
D. conversion rate
E. cost per thousand
According to Figure 17-4 above, B is the performance measure referred to as "I will pay $1.00 for every visitor who clicks on this ad and goes from your website to mine" under the Cost to Advertisers heading:
A. cost per click
B. click through rate
C. cost per action
D. conversion rate
E. cost per thousand
According to Figure 17-4 above, C is the performance measure referred to as "I will pay $5.00 for every purchase that originates from an ad on your site" under the Cost to
Advertisers heading:
A. cost per click
B. click through rate
C. cost per action
D. conversion rate
E. cost per thousand
Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address), and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as __________.
A. users/members
B. unique visitors
C. visitors
D. fans
E. likers
Users or members to social networking websites are
A. where a social network following comes from - with fans coming from a friend being more valuable than those coming from an ad.
B. the total number of unique individuals to a web page in a given time period - counted each time they logon to the site during that period of time.
C. the total number of unique individuals to a web page in a given time period - counted only once period (such as a day) - regardless of how many times they logon to the site during that period of time.
D. individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID, and a password.
E. the number of people who have "opted in" to a brand's messages through a social media platform at a given time.
The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as
A. followers.
B. visitors.
C. active receivers.
D. fans.
E. likers.
In terms of performance measures, fans are
A. the total number of unique visitors to a Facebook Page in a given time period.
B. the number of people who have opted in to a brand's messages through a social media platform at a given time.
C. the percentage of people who have clicked on a link on the Page to visit a specific site.
D. the number of people who interact with a Post ("Like," make a comment, and so on) divided by the total number of people seeing the Post.
E. the brand's share or percentage of all the online social media chatter related to its product category or a topic.
As a performance measure, share of voice is
A. the number of comments users are making on a product or a brand.
B. the percentage of comments users are making on the unique videos posted about a product or brand.
C. the brand's share or percentage of all the online social media chatter related to a product category or topic.
D. the number of users tweeting about a brand or product.
E. the number of users chatting online about a brand or product.
The number of times a Facebook Page is loaded in a given time period is referred to as
A. page views.
B. page rate.
C. page load rate.
D. load rate.
E. view rate.
In terms of performance measures important to marketing managers, unique visitors are
A. the total number of pages fans visit on any of a brand's social media sites in a given time period.
B. the total number of Facebook Page views in one day.
C. the total number of product website views on YouTube.
D. visitors who post unique comments on a product's Facebook Page.
E. the total number of unique visitors to a Facebook Page in a given time period.
Frequently used Facebook measures include __________ (the number of people who have opted in to a brand's messages at a given time) and __________ (if someone visits five times in one day, he or she is counted once).
A. followers; fans
B. unique fans; visitors
C. fans; unique visitors
D. fans; unique page views
E. visitors; unique visitors
The number of page views divided by visitors in a given time period is referred to as
A. gross page views.
B. the average page views per visitor.
C. website "hits."
D. the website view rate.
E. the interaction rate.
The performance measure for social networks known as average page views per visitor is the number of
A. visitors who land on a brand's Facebook Page by clicking on a Google ad.
B. visitors to a brand's website.
C. visitors who view pages and comment in a given time period.
D. page views divided by visitors in a given time period.
E. visitors to a website who click on a link.
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
A. fan rate.
B. liker rate.
C. reader rate.
D. active receiver rate.
E. interaction rate.
The interaction rate is
A. the total number of people who are fans of the Post divided by the total number of people in the target demographic.
B. the number of people who "like" a Post.
C. the number of people who read a Post on a Page divided by the total number of people seeing the Post.
D. the number of people who connect with a Post divided by the total number of people seeing the Post.
E. the number of people who visit the product website and click on at least one link.
The click-through rate is
A. the percentage of recipients who have clicked on a link on the Page to visit a specific site.
B. the percentage of e-mail recipients who buy the product after receiving a targeted message with an embedded link.
C. the percentage of customers who buy a product from the brand website.
D. the total number of people who have visited a brand's Facebook Page and have become Facebook fans.
E. the total number of people who have purchased the product online divided by the number of people viewing the Page.
The percentage of recipients who have clicked on a link on the Page to visit a specific site is the
A. fan follow-through percentage.
B. click-through rate.
C. pass-through rate.
D. recipient rate.
E. website click rate.
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
A. friendster.
B. friend visitor.
C. fan source.
D. fan base.
E. friend source.
A fan source is
A. where a social network following comes from - with every source being of equal value.
B. where a social network following comes from - with fans coming from a friend being more valuable than those coming from an ad.
C. all Facebook fans in the target demographic for a particular brand.
D. the number of fans who interact with a Facebook Page.
E. the number of fans who are evangelists for a brand.
Performance measures for social media are
A. less specific than those for traditional media.
B. easier to track for traditional media such as newspapers and magazines because marketing managers can track the circulation numbers.
C. easiest to track using Twitter.
D. more specific than those for traditional media.
E. the same as for traditional media.
All of the following are social media performance measures EXCEPT:
A. clickstream rate.
B. unique visitors.
C. cost per action.
D. users/members.
E. click-through rate.
Pinterest is:
A. a video-sharing website in which users can upload, view, and comment on videos.
B. a virtual bulletin board and content-sharing social network that allows people to share images of their favorite things by creating customized, themed "boards" to categorize their images and then sharing them with other members of the community.
C. a website where users create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.
D. a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
E. a website that enables users to send and receive messages up to 140 characters long.
In using __________, brand managers can post images of their company's products on their board in hopes that they will be shared on other themed boards, or that users will follow the links back to their websites.
A. YouTube
B. Pinterest
C. Twitter
D. Facebook
E. LinkedIn
Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?
A. StuffDOT
B. Facebook
C. Nestlé
D. Pepsi MAX
E. Carmex
After Michael Drysch made his phenomenal hook shot in the "Carmex and LeBronJames.com Half-Court Hero" promotion, the footage went viral on all of the following EXCEPT:
A. YouTube
B. Facebook
C. Twitter
D. Pinterest
E. ESPN.com
Smart systems are
A. computer-based networks that trigger actions by sensing changes in the real or digital world.
B. highly organized social media campaigns that use avatars to promote a brand.
C. social networking sites that allow for people to keep in touch with photos, videos, and short-text entries.
D. financially successful social networking sites.
E. programs that provide measures of an ad's success on social networking sites.
Computer-based networks that trigger actions by sensing changes in the real or digital world are known as
A. global marketing platforms.
B. convergent systems.
C. intelligence technologies.
D. smart systems.
E. social networking sites.
An example of a smart system is(are)
A. social networking sites at colleges and universities.
B. a location-based app downloaded to a GPS-enabled smartphone.
C. global marketing strategies that leverage advertising assets to multiple countries.
D. real world systems.
E. online retailers.
The convergence of real and digital worlds is the result of
A. the work of William Gibson, who coined the term cyberspace.
B. the implementation of ideas found in science fiction films and books.
C. proliferation of interlinked social commerce technologies, databases and algorithms, and apps.
D. Steve Jobs, the late visionary CEO of Apple Inc.
E. the researchers at Xerox Palo Alto Research Center (PARC).
The convergence of real and digital worlds has been made possible by all of the following EXCEPT:
A. algorithms.
B. traditional media.
C. databases.
D. smartphones.
E. tablet devices.
__________-enabled smartphones gave mobile consumers access to online ads, local restaurant promotions, and time-sensitive discounts at retailers.
A. GPS
B. APP
C. CMO
D. WEB 2.0
E. Google+
Which of the following manages the largest database that can respond to queries in facts, photos, and direct answers?
A. Wikipedia
B. Twitter
C. Facebook
D. Bing
E. Google
Apps are
A. computer-based networks that trigger actions by sensing changes in the real or digital world.
B. software programs to measure the number of times an ad loads on a webpage.
C. small, downloadable software programs that can run on tablet devices or smartphones to provide special functions for these devices.
D. a failed marketing gimmick to advertise the benefits of smartphones.
E. programs that can be used to organize large groups of people to form protests on social networking sites.
The product like cycle is of most concern for which app?
A. Pandora
B. Pinterest
C. Angry Birds
D. Netflix
E. Bank of America
Which of the following results of the convergence of the real and digital worlds is most accurate?
A. a greater emphasis on traditional media since is more cost effective than social media
B. an increased emphasis on mobile marketing
C. a de-emphasis on socially networked communities like loyal users of a brand or alumni associations - groups with common interests
D. the elimination of traditional media; all media will become digital
E. the failure of near field communications to expand e-commerce due to the absence of digital cash
________ refers to the broad set of interactive messaging options that are used to communicate through personal mobile devices.
A. Mobile marketing
B. Global positioning satellite (GPS) linking
C. QR coding
D. Square registeration
E. RFD algorithms
The greatest concern consumers may have regarding the convergence of the real and digital worlds is
A. the elimination of traditional media; all media will become digital.
B. a decreased emphasis on measuring the marketing return on investment for social media initiatives.
C. the interference with personal privacy as personal data gets shared within and across social media.
D. the proliferation of ads and sponsored stories on social networking sites that reduce click-through rates.
E. the absence of digital cash to complete the near field communication transaction process.
StuffDOT is a
A. wiki.
B. virtual game world.
C. virtual social world.
D. blog.
E. social network.
StuffDOT's vision is to
A. promote a message that is uplifting and empowering for pre-teen and teenage girls.
B. wage a battle for niceness by addressing bullying being faced by young girls.
C. encourage tween and teen girls to turn from bitter to sweet.
D. reward users, primarily women, for shopping and sharing online.
E. share images of favorite things by women for other women.
At the present time, StuffDOT sees which of the following social networks as its direct or principal competitor?
A. Facebook
B. Pinterest
C. Groupon
D. LivingSocial
E. StuffDOT sees no "direct" competitors
1.
________ = (Unit price × Quantity sold) − Total cost.
2.
The ability of a website to modify itself to, or be modified by, each individual user is referred to as
3.
According to the price equation, final price equals list price minus ________ plus extra fees.
4.
adding a fixed percentage to the cost of all items in a specific product class.
5.
Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service are referred to as ________ advertisements.
6.
advertising, personal selling, sales promotion, public relations, and direct marketing.
7.
Advertising, sales promotion, and public relations are often said to use ________ because they are used with groups of prospective buyers.
8.
Advertising that promotes a specific brand's features and benefits is referred to as ________ advertising.
9.
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.
10.
all the digital information on a website—text, video, audio, and graphics.
11.
any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
12.
As a performance measure for social networks, the number of page views divided by visitors in a given time period is referred to as
13.
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
14.
asking the prospect to make a decision on some aspect of the purchase.
15.
assure current users they made the correct choice in choosing the product.
16.
the average number of times a person in the target audience is exposed to an advertisement.
17.
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.
18.
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)
19.
the brand's percentage of all the online social media chatter related to a product category or topic.
20.
bring the company's name to the attention of the target market again.
21.
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.
22.
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
23.
charging different prices to maximize revenue for a set amount of capacity at any given time.
24.
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.
25.
Competitive advertisements that show the relative strength of one brand over another are referred to as ________ advertisements
26.
The competitive market situation in which many sellers compete on nonprice factors is referred to as
27.
The competitive market situation in which many sellers follow the market price for identical, commodity products is referred to as
28.
The competitive market situation in which one seller sets the price for a unique product is referred to as
29.
The competitive market situation in which the few sellers are sensitive to each other's prices is referred to as
30.
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
31.
A conspiracy among firms to set prices for a product is referred to as
32.
a consumer has been given the option to receive e-mail and advertising and has agreed, based on personal data supplied by the consumer.
33.
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
34.
the consumer's ability to recognize and remember the product or brand name.
35.
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
36.
the consumer's appraisal of the product or brand on important attributes.
37.
the cost of reaching 1,000 individuals or households with the advertising message in a given medium.
38.
customers will abandon a website if download time exceeds eight seconds.
39.
the degree to which a person's thoughts, feelings, likes, and dislikes are shared when engaged in a social interaction.
40.
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
41.
the dialogue that unfolds between the website and its users.
42.
Directing the promotional mix at ultimate consumers to encourage them to ask retailers for the product is referred to as a(n)
43.
directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product.
44.
A discount that is based on the size of an individual purchase order rather than a series of repeat orders is referred to as
45.
Electronic shopping agents that search websites to compare prices and product or service features are referred to as
46.
Factors that limit the range of prices a firm may set are referred to as
47.
fixed amount of money paid for every 1,000 times an ad loads and a visitor might see it is referred to as
48.
a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
49.
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)
50.
focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution.
51.
For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer goes through, which include
52.
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
53.
the functionalities of the Web that make possible the high degree of interactivity among users.
54.
If an individual of a company wants the product, an afford to buy it, and is the decision maker, this individual is a _______.
55.
inform people what a company is, what it can do, and where it is located.
56.
In personal selling, the customer who wants or needs the product is referred to as a
57.
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
58.
In terms of scheduling advertising, the speed with which buyers fail to recall a brand if advertising is not seen is referred to as
59.
Internet-enabled capabilities that make possible a highly interactive and individualized information and exchange environment for shoppers and buyers is referred to as
60.
An Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings is referred to as a(n)
61.
an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking, and blogs
62.
In the context of the personal selling process, excuses for not making a purchase commitment or decision are referred to as
63.
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.
64.
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.
65.
In the hierarchy of effects, the consumer's actual first purchase and use of the product or brand is referred to as the ________ stage.
66.
Marketing two or more products in a single package price is referred to as
67.
The means by which an advertising message is communicated to the target audience is known as
68.
A message is conveyed by means of a ________ such as a salesperson, advertising media, or public relations tools.
69.
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
70.
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.
71.
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.
72.
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
73.
the money or other considerations (including other products and services) exchanged for the ownership or use of a product or service.
74.
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
75.
network of formal linkages between a company's website and other sites.
76.
a nonpersonal, indirectly paid presentation of an organization, product, or service.
77.
The number of different people or households exposed to an advertisement is referred to as
78.
The number of times a Facebook page is loaded in a given time period is referred to as
79.
The online consumer who shops online but buys offline, or shops offline but buys online is referred to as a ________ consumer.
80.
online media where users submit news, photos, and videos—often accompanied by a feedback process to identify popular topics.
81.
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
82.
the outcome of an offer designed to motivate people to visit a business.
83.
the percentage of recipients who have clicked on a link on the page to visit a specific site.
84.
Planning the selling program and implementing and evaluating the personal selling efforts of the firm is known as_______.
85.
The practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as
86.
The practice of charging a very low price for a product with the intent of driving competitors out of business is referred to as
87.
the practice of charging different prices to different buyers for goods of like grade and quality.
88.
The practice of exchanging products and services for other products and services rather than for money is referred to as
89.
The practice of replacing promotional allowances with lower manufacturer list prices is referred to as
90.
the practice of simultaneously increasing product and service benefits while maintaining or decreasing price
91.
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
92.
The practice of using the telephone rather than personal visits to contact customers is referred to as
93.
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
94.
Price deals that mislead consumers fall into the category of
95.
the price the seller quotes that includes all transportation costs.
96.
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.
97.
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
98.
The process of a sender transforming an idea into a set of symbols during the communication process is referred to as
99.
A process that automatically groups people with similar buying intentions, preferences, and behaviors and then predicts future purchases is referred to as
100.
A product characteristic known as ________ is relevant to promotional mix decisions and has financial, social, and physical components.
101.
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
102.
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
103.
The quantity at which total revenue and total cost are equal is referred to as
104.
the quantity of products to be produced or sold.
105.
the quantity sold and price, which shows the maximum number of units that will be sold at a given price.
106.
The ratio of perceived benefits to price is referred to as
107.
reach multiplied by frequency.
108.
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
109.
reductions from list or quoted prices to buyers for performing some activity.
110.
A reference value involves comparing the costs and benefits of
111.
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?
112.
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?
113.
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?
114.
The salesperson's objective is to "gather information and decide how to approach the prospect" during which stage in the personal selling process?
115.
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?
116.
The salesperson's objective is to "search for and qualify potential customers" during which stage in the personal selling process?
117.
sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.
118.
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
119.
a selling format that emphasizes probing and listening by the salesperson to identify needs and interests of prospective buyers
120.
set a profit goal that is often determined by its board of directors.
121.
setting a high price so that quality- or status-conscious consumers will be attracted to the product and buy it.
122.
setting a low initial price on a new product to appeal immediately to the mass market.
123.
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
124.
Setting an annual target of a specific dollar volume of profit is referred to as
125.
Setting a price that is dictated by tradition, a standardized channel of distribution, or other competitive factors is referred to as
126.
Setting a price to achieve an annual target return-on-investment (ROI) is referred to as
127.
Setting different prices for products and services in real time in response to supply and demand conditions is referred to as
128.
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
129.
Setting one price for all buyers of a product or service is referred to as
130.
Setting prices a few dollars or cents under an even number is referred to as
131.
setting prices to achieve a profit that is a specified percentage of the sales volume.
132.
setting the highest initial price that customers who really desire the product are willing to pay.
133.
Setting the price of a line of products at a number of different specific price points is referred to as
134.
A short-term inducement of value offered to arouse interest in buying a product or service is referred to as
135.
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)
136.
a small percentage decrease in price produces a larger percentage increase in quantity demanded.
137.
a small percentage decrease in price produces a smaller percentage increase in quantity demanded, and thus decreasing total revenue.
138.
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.
139.
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
140.
specifying the role of price in an organization's marketing and strategic plans.
141.
state the position of a company on an issue.
142.
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
143.
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.
144.
the sum of the expenses of the firm that change with the quantity of a product that is produced and sold.
145.
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.
146.
the technical sophistication of the product and the amount of understanding required to use it
147.
a technique that analyzes the relationship between total revenue and total cost to determine profitability at various levels of output.
148.
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
149.
The three primary types of product advertisements are
150.
To encourage retailers to pay their bills quickly, manufacturers offer them
151.
To reward wholesalers and retailers for marketing functions they will perform in the future, a manufacturer often gives ________ discounts.
152.
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
153.
The total money received from the sale of a product is referred to as
154.
the total number of different visitors to a Facebook page in a given time period.
155.
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.
156.
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
157.
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)
158.
Unit variable cost refers to variable cost expressed
159.
The use of social networks for browsing and buying is called
160.
The use of toll-free telephone numbers that customers call to obtain information about products and make purchases is referred to as
161.
the various forms of online media content that are publicly available and created by end users.
162.
A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a
163.
A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as
164.
Websites that allow people to congregate online and exchange views on topics of common interest are referred to as
165.
A website that provides the ability to conduct sales transactions for products and services emphasizes the ________ design element.
166.
A website whose content is created and edited by the ongoing collaboration of end users is known as a(n)
167.
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
168.
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
169.
Word-of-mouth behavior in marketspace is referred to as
1.
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 sold only boilers, another that sold only transformers, and so forth. Each of its salespeople was an expert on the items he or she sold. Its salesforce was organized by
2.
Adding a wholesaler to the marketing channel for consumer products is most common for
3.
Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.
4.
Advertising, personal selling, sales promotion, public relations, and direct marketing are marketing communications alternatives that make up a firm's
5.
Advertising, sales promotion, and public relations are often said to use __________ because they are used with groups of prospective buyers.
6.
Advertising studies indicate that with repeated exposure to advertisements consumers respond more favorably to
7.
Advertising with a coupon, using a toll-free number, exhibiting at trade shows, using e-mail, and making cold calls are all activities that would take place during the __________ stage of the personal selling process.
8.
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?
9.
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?
10.
All of the following are differences between social and traditional media except which?
11.
All of the following are examples of direct marketing tools except which?
12.
All of the following are examples of sales promotion tools except which?
13.
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 planned to ask his doctor about this product on her son's next visit. Ann is at which stage in the hierarchy of effects?
14.
Another term sometimes used interchangeably with social media is
15.
As shown in Figure 20-3 above, Box F is the __________ stage in the personal selling process
16.
Bribery is most likely to occur in situations when
17.
Channel B in Figure 17-5 above represents which type of promotional channel strategy?
18.
A channel intermediary in the consumer market that sells to other intermediaries, usually retailers, is called a(n)
19.
Communication with consumers who are not in the target audience is referred to as
20.
A company paying a set amount to Facebook for every time a user clicks on its ad is using __________ as a performance measure, whereas a company that pays pennies for every 1,000 times its ad loads on a Facebook page and people may see it is using __________ as a performance measure.
21.
A competitive (or persuasive) ad
22.
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
23.
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?
25.
A division of IBM works out of 360 locations in 64 countries, tracking more than 1.5 million assets for both IBM and its clients. The division also deals with about 23,000 suppliers in nearly 100 countries. The individuals who monitor these transactions are engaged in
26.
During the postpurchase 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?
27.
Economic espionage is most likely to occur in which type of industries?
28.
Eddie Bauer has the distinction of being one of the first companies to fully implement a "brick, click, and flip" strategy, which makes it a
29.
FedEx and UPS are converting their delivery trucks with standard diesel engines to more fuel-efficient and cleaner hybrid-electric vehicles, which can cut fuel costs by half and lower fuel emissions by 90 percent. This is an example of
30.
Figure 20-4 above depicts the sales management process that involves three interrelated functions. Box B refers to
31.
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?
32.
For a promotional campaign, the hierarchy of effects refers to the stages a prospective buyer goes through, which include
33.
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.
34.
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
35.
Gap Inc. ended its relationship with 23 foreign production facilities due to code violations. Several closings occurred because of the use of child labor. In response to these events, Gap Inc. created a large team whose purpose is to travel worldwide to ensure compliance with its Code of Vendor Conduct. This is an example of
36.
Geico ads that use a talking gecko, or a group of robbers ordering a getaway car with an app, or a group of pigeons on a wire talking about Geico are using which type of advertising appeal?
37.
The groups primarily served by a firm exhibiting stakeholder responsibility include
38.
Hewlett-Packard's recycling service is available today in more than 73 countries, regions, and territories. By early 2015, Hewlett-Packard had recycled over 2 billion pounds of used electronic products and supplies to be refurbished for resale or donation or for recovery of materials. Hewlett-Packard is practicing
40.
In a promotional sense, customized interaction is exemplified by
41.
In most countries, copyrights, trademarks, and patents are viewed as intellectual property, and unauthorized use, reproduction, or distribution of intellectual property is illegal. In a few countries, however, copying enjoys a long tradition, does not carry a stigma, and is legal. For example, copying a masterpiece may be historically considered an art form in its own right. The difference between these two groups of countries shows that __________ affect(s) the view of ethical behavior held in each country.
42.
Intermediaries perform three basic functions. In Figure 15-2 above, Box A represents a(n
43.
International Products, a U.S. firm that sells industrial cleansers and lubricants, wanted to sell its product to factories, hospitals, and labs in China, but it did not have the necessary expertise. As a result, International Products hired Asia Marketing & Management to sell, stock, and deliver a full assortment of products to the Chinese market. Asia Marketing & Management is an example of a(n)
44.
In the prepurchase stage of the consumer journey,
45.
Jaffar (Jeff) Tabrizi is the owner and president of Tabrizi Oriental Rugs located in Toronto, Canada. He personally shops the world over, handpicks, and orders authentic and beautiful handmade rugs. He has them shipped to Canada, where he sells them through his brick-and-mortar stores and his www.tabrizi.com website. In terms of the marketing channel, Tabrizi is acting as a(n)
46.
A key difference between cause marketing and a charitable contribution is
47.
The key objective of competitive advertising is to
48.
Lava.com is an Internet company that helps other organizations implement marketing strategies to help them dominate their industry. Lava's advertising states, "We ignore the rules, and we let no obstacle stand in your company's way—no matter how bold or impossible your idea may seem." The company is composed of eighteen bright young Internet experts. They work in one large room, which also contains dartboards, a pool table, and a meditation center. If you were to walk into the office, it would be next to impossible to tell the company owners from its lowest ranking employee. This best describes the Internet company's
49.
Like personal selling, __________ often consists of interactive communication.
50.
LinkedIn is
51.
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
52.
Mail-order selling, catalog sales, telemarketing, interactive media, and televised home shopping are all examples of
53.
A Mercedes-Benz ad features the introduction of its new self-driving car. What type of product advertisement is this ad?
54.
Most advertising messages are made up of two elements, which are
55.
The most common intermediaries in the marketing channels for business products are industrial distributors and
56.
The most indirect channel for consumer products incorporates agents, wholesalers, and retailers and is most commonly used when there
57.
Most of Lands' End's revenues come through catalog and Internet sales, but it also operates several retail stores and factory outlets. This makes Lands' End an example of a(n) __________ marketer.
58.
Most paint is neither biodegradable nor friendly to the environment because it is made with petroleum solvents. A builder who decided to build a subdivision with 500 homes and paint each with an environmentally friendly, soy-based paint (even though it costs more) would be practicing
59.
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?
60.
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
61.
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
62.
An order getter is
63.
A paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as
64.
Performance measures for social media are
65.
Performance measures for social media are divided into two types:
66.
Personal selling can use all of the following modes of communication except which?
67.
A pioneering (or informational) ad
68.
A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow and recommends its services to winterize cars and trucks before the snow falls. Which type of ad is this?
69.
Posttests that involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign) are examples of
70.
The primary responsibility of order takers is to
71.
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?
72.
Profit responsibility, societal responsibility, and stakeholder responsibility are three concepts of
73.
The promotional mix refers to
74.
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
75.
Promotion objectives should possess three important qualities. They should cover a specified time period, be measurable, and
76.
Rebates, coupons, samples, and contests are all examples of
77.
Relationship selling refers to
78.
Reminder advertisements are especially effective for products in which stage of their product life cycle?
79.
A rival of a branded food product manufacturer was known to have asked a supplier of the food product manufacturer for certain ingredients, using secret codes known only to the manufacturer and the supplier. The rival discovered an email password and was able to access the manufacturer's codes on the supplier's network. This is an example of
80.
Sales management refers to
81.
Sales promotion refers to
82.
Sales promotions cannot be the sole basis for a promotional campaign because
83.
__________ seeks to leverage the value-adding capabilities of both electronic marketing and traditional delivery. Catalogs can serve as shopping tools for online purchasing, and websites can help consumers do their homework before visiting a store.
84.
Several artists in Charleston, South Carolina, show and sell their work in an art gallery downtown. The gallery is owned by an art lover who does not buy the paintings but displays the work of various artists. She collects a percentage on each piece sold. In terms of the marketing channel, the gallery is a(n)
85.
Since 2006, Procter & Gamble has developed a successful brand campaign in partnership with UNICEF that includes the Pampers 1 Pack = 1 Vaccine initiative, which has protected 300 million women and their babies against maternal and neonatal tetanus. This is an example of
86.
A small electronics company has begun production of a small line of high-quality, professional studio-model components targeted at audiophiles who shop at thousands of specialty stores across the United States. How should the small electronics company best distribute its new products?
87.
A small film company is releasing a documentary about the efforts of a group dedicated to saving endangered species. However, the firm has few resources to promote the film. Which promotional element should it employ?
88.
A snack vending machine located in a university building creates both __________ utility.
89.
Social media advertising is helpful to brand managers because consumers are
90.
Southern pine lumber is visually inspected and placed into categories like "Select Structural," "No. 1," and "No.2." These categories reflect characteristics of the wood and are related to its suggested uses. This rating system is most closely related to which facilitating function activity performed by marketing intermediaries?
91.
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
92.
A textile artist can buy fabric, thread, and batting, create an heirloom quilt, and then sell the finished work to customers in a kiosk decorated with some of the quilts produced to entice customers who shop at the local mall. By designing the quilts and kiosk with aesthetic value, the artist creates __________ utility.
93.
There are a variety of online advertising options. The most popular are
94.
To communicate with consumers, a company can use one or more of five promotion alternatives. In Figure 17-2 above, the promotional element labeled C represents
95.
To create a successful advertising campaign on Facebook, a good strategy is for a brand manager to use it to
96.
To generate traffic to a Facebook Page for a brand, which is mode of advertising on Facebook?
97.
TransWave International is a small company that has developed a system that uses the Internet and patented electronic sensors as an early-warning device for pipeline leaks. With recent growth in the natural gas industry, the timing is right for this company's success, but it must use __________ advertising so oil companies will know of its product's existence.
98.
Type of Function
99.
The unauthorized use of intellectual property can severely affect the owners of that property. This practice also
100.
The view that an organization has an obligation to those who can affect the achievement of its objectives is referred to as
101.
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.
102.
Wasted coverage can be reduced by which of method of promotion?
103.
Web 2.0 describes
104.
What is one way in which the Internet has changed and evolved to Web 2.0?
105.
What is the challenge presented to brand managers by social media advertising?
106.
When a furniture company employs designers that meet with customers to advise them on home decoration, the company is using
107.
When Dell Computer sells made-to-order PCs to customers online via its website, it is an example of which type of marketing channel?
108.
When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and
109.
When Macy's places a link to its website with a coupon for its President's Day sale on an online lifestyle website, it is using which element of the promotional mix?
110.
When the charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products, this marketing practice is referred to as
111.
Which of the following is a major reason for the violation of ethics codes?
112.
Which of the following is a strength of publicity?
113.
Which of the following is a weakness of direct marketing?
114.
Which of the following statements about advertising is most accurate?
115.
Which of the following statements about social responsibility is most accurate?
116.
Which of the following statements describes a key difference between advertising and publicity?
117.
Which of these promotional elements has the highest cost per contact or exposure?
118.
Which promotional element is particularly important to business buyers?
1.
The 3M Post-it® Flag Highlighter and Pen marketing programs described in the text were designed for what primary objective?
2.
According to the textbook, Starbucks provides its customers with the best
3.
According to the textbook, which of the following firms is in the development stage of the new-product development process for a driverless car?
4.
The actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions, are referred to as
5.
Adaptive selling is a presentation format that
6.
Advertising refers to
7.
Advertising that promotes a specific brand's features and benefits is referred to as __________ advertising.
8.
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
9.
Aggregating prospective buyers into groups that have common needs and will respond similarly to a marketing action is referred to as
10.
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?
11.
All activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family, or household use are referred to as
12.
All of the following are factors required for marketing to occur except which?
13.
All of the following are the four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations except which?
14.
All of the following were elements of Taco Bell's Cool Ranch Doritos Locos Tacos campaign except which?
15.
Amanda plans to go for a run after her classes are over. As she is lacing up her running shoes, she notices that one of the shoe's seams is unraveling, and she thinks it is about time for a new pair. In which stage of the consumer purchase decision process is Amanda at that moment?
16.
Amazon wanted lower retail prices for e-books to
17.
Analyzing data and presenting the results of this analysis would take place during which step of the five-step marketing research approach?
18.
The annual Sporting News Baseball Yearbook uses 17 different covers featuring a baseball star from each of its regions in the United States, yet each regional issue has the same magazine content. The publisher is using which of the following segmentation strategies?
19.
Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as
20.
Any word, device (design, sound, shape, or color), or combination of these used to distinguish a seller's products or services is referred to as a
21.
The Apple innovation that leading car manufacturers are incorporating into their offerings that allows users to make calls, listen to music, and access messages by voice or touch while driving is referred to as
22.
A __________ approach often results in changes to pricing based on time, day, week, or season.
23.
As a performance measure for social networks, share of voice is
24.
As Apple's CEO, the late Steve Jobs orchestrated innovations that revolutionized five different industries. Which industry below is not one of them?
25.
Asking the prospect to make a decision on some aspect of the purchase is referred to as __________ close.
26.
As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site
27.
At the __________ of the consumer purchase decision process, a consumer compares the product with his or her expectations and is either satisfied or dissatisfied.
28.
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?
29.
Based on its ability to interact with a world of connected devices, the ________ is fast becoming "the digital remote control for the real world."
30.
A brand community refers to
31.
The break-even point (BEP) = [Fixed cost ÷ (Unit price − __________)].
32.
Carrying and using a high-end credit card like an American Express Platinum Card would satisfy needs at what level in the Maslow hierarchy of needs?
33.
Changing the place a product occupies in a consumer's mind relative to competitive products is referred to as
34.
Cognitive dissonance refers to
35.
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
36.
A common financial indicator of how effectively retail space is used to generate revenue can be calculated by determining
37.
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.
38.
Communication is the process of conveying a message to others and it requires six elements. Which process is one of these elements?
39.
A concept that describes the stages a product goes through in the marketplace—introduction, growth, maturity, and decline—is referred to as the
40.
Consumer behavior includes the actions a person takes in purchasing services and using products and services, including
41.
Consumer products refer to
42.
A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a
43.
Currently, the three largest television home shopping programs in the United States are
44.
Data refers to the
45.
The deceptive clicking of ads solely to increase the amount advertisers must pay is referred to as
46.
Decision making is the act of
47.
A decision refers to
48.
A demand curve graph typically appears as
49.
Direct orders are
50.
A discount on each case ordered during a specific period of time is referred to as a
51.
DuPont assigned chemists, sales and marketing executives, and regulatory specialists to create an herbicide for corn growers that recorded sales of $57 million in its first year. This type of sales approach is referred to as
52.
A durable good is defined as
53.
During the introduction stage of the product life cycle, promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand. The consumer demand that is stimulated is referred to as __________ demand.
54.
During the introduction stage of the product life cycle, the strategy that discourages competitive entry by charging a low price for a new product is referred to as __________ pricing.
55.
Dynamic price policy refers to
56.
The element of the marketing mix that describes a means of communication between the seller and buyer is known as
57.
The element of the marketing mix that describes a means of getting the product to the consumer is known as
58.
Emily wants to purchase a tablet device. She is unsure about what hardware and apps she will need. As a result, she has begun asking for advice from her friends and relatives. In addition, she has talked to several salespeople at Apple and Best Buy and has looked at some websites, such as HP and Dell. Emily is engaging in
59.
__________-enabled smartphones give mobile consumers access to online ads, local restaurant promotions, and time-sensitive discounts at retailers.
60.
The energizing force that stimulates behavior to satisfy a need is referred to as
61.
Enlightened carmakers have hired women designers, engineers, and marketing executives to better understand the way women decide to buy new cars. They have learned that
62.
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?
63.
An expanded marketing mix for services that includes the four Ps (product, price, promotion, and place or distribution) as well as people, physical environment, and process, is referred to as the
64.
Facebook continues to enhance its capabilities; it recently acquired
65.
Facebook is
66.
A factor that might doom a product in the marketplace is referred to as
67.
Facts and figures obtained by watching, either mechanically or in person, how people actually behave are referred to as __________ data.
68.
A failure fee is a penalty payment
69.
Federal regulations contain provisions that allow consumers to avoid being called at any time through the __________ and impose fines for violations.
70.
Field of experience refers to
71.
A firm's profit objective is often measured in terms of ROI. The acronym ROI stands for
72.
The first stage of the new-product development process is
73.
The five major environmental forces in a marketing decision are
74.
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.
75.
The __________ format, which emphasizes problem solving and customer solutions, is the most consistent with the marketing concept and relationship building.
76.
A formula selling presentation is a format that
77.
Four of the 40 largest businesses in the United States are retailers—Walmart, Costco, Home Depot, and
78.
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
79.
Gatorade is classified as a(n) __________ brand.
80.
Goods can be divided into __________ goods and __________ goods.
81.
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
82.
Grape-Nuts was one of the first cereals Post Cereal Co. ever marketed. It scores well in brand awareness studies, but recently its sales have been steadily declining. Rather than assume the product was a "dog," the Grape-Nuts marketing manager decided Post should first
83.
High-involvement purchases typically have which of the following characteristics?
84.
Identify and describe the four branding strategies that product and brand managers use.
85.
If a McDonald's menu board advertises Mini Meals under $3, McDonald's is most likely using which type of pricing strategy?
86.
In a decision, the restrictions placed on potential solutions to a problem are referred to as
87.
In a marketing context, a market refers to
88.
In behavioral learning, a __________ is the reward that is given to a consumer.
89.
Independently owned firms that take title to the merchandise they handle are referred to as
90.
Individual interviews involve
91.
The information sent by a source to a receiver during the communication process is referred to as
92.
In marketing, a conscious choice made from among two or more alternatives is referred to as
93.
In marketing experiments, the independent variables of interest, sometimes called the marketing __________, are often one or more of the marketing mix elements.
94.
In marketing research, sampling refers to
95.
In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.
96.
Inside order takers are also referred to as
97.
Insurance premiums, entrance fees, train fares, and organization dues are all examples of
98.
In terms of performance measures for social networks, fans are
99.
In terms of performance measures important to marketing managers, unique visitors are
100.
In terms of the diffusion of innovation, innovators account for __________ percent of product adopters.
101.
In the seven Ps of services marketing, process refers to
102.
In the VALS framework, achievement-motivated consumers who have a lower level of education and household income than Achievers are called
103.
In the VALS framework, consumers motivated by self-expression desire social or physical activity, variety, and risk. One segment of the two self-expression-motivated groups, known as __________, express themselves and experience the world by working on it—growing vegetables or fixing a car.
104.
In the VALS framework, the segment with the most abundant resources, known as __________, includes successful, sophisticated, take-charge people with high self-esteem and resources of all kinds.
105.
In U.S. business history, the marketing concept became a motivating force during
106.
__________ is advisable for all marketing communications to ensure that messages will be decoded properly.
107.
A __________ is a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.
108.
A __________ is a sample of consumers or stores from which researchers take a series of measurements.
109.
A __________ is a written document that describes job relationships and requirements that characterize each sales position.
110.
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.
111.
Job analysis refers to
112.
Kellogg's has several cereals targeted at different types of users. This is an example of multiple products aimed at multiple markets. Manufacturing these different cereals is clearly more expensive than producing only one but is worthwhile if it
113.
The key objective of a pioneering ad is to
114.
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.
115.
The level of service that requires the customers themselves perform many functions during the purchase process is
116.
A Levi's ad features the introduction of the company's new Levi's 501 CT jeans. What type of product advertisement is this ad?
117.
A limited-service agency is
118.
Manufacturing a product only when there is an order from a customer is referred to as
119.
Marilyn called the Butterball toll-free hotline to learn how to prepare her Thanksgiving turkey and dressing. This telephone number is an example of
120.
Marketers have observed that our marketplace is shifting to an "age of engagement." All of the following are forms of consumer engagement except which?
121.
Marketing for a product in the introduction stage of its product life cycle should focus primarily on gaining awareness and which other marketing objective?
122.
The marketing mix refers to
123.
Marketing researchers use tracking studies immediately before an upcoming film's release to
124.
Marketing seeks to discover the needs and wants of prospective customers and satisfy them. Essential to this process is the idea of exchange, which refers to
125.
A marketing strategy that involves a firm using different marketing mix actions to help consumers perceive the product as being different and better than competing products is referred to as
126.
A market-product grid is a framework to relate the __________ to products offered or potential marketing actions by an organization.
127.
Market segments refers to
128.
A means of displaying or graphing in two dimensions the location of products or brands in the minds of consumers to enable a manager to see how consumers perceive competing products or brands, as well as its own product or brand, is referred to as a(n)
129.
Mixed branding refers to a branding strategy in which a firm
130.
The most common form of outdoor advertising is
131.
Movie studios use market research to reduce their risk of losses by hiring firms such as the National Research Group to conduct test screenings and tracking studies. Often, 300 to 400 prospective moviegoers are recruited to attend a sneak preview of a film before its release. After viewing the movie, the audience completes a survey to
132.
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.
133.
A need-satisfaction presentation is a format that
134.
New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as
135.
A nondurable good is defined as
136.
Nontraditional advertising options found in airports, health clubs, and theaters are called place-based media or
137.
The number of people who have opted in to a brand's messages through a social media platform at a given time are referred to as
138.
A __________ occurs when a person feels deprived of basic necessities such as food, clothing, and shelter.
139.
An offer designed to generate interest in a product or service and a request for additional information results in
140.
One of the most common forms of retail ownership is the __________ owned by a person.
141.
A one-price policy refers to
142.
Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of
143.
Online content that shows a significant degree of creative effort, and thus is more than simply posting a newspaper or magazine article on a personal blog, is a criterion of
144.
An order getter is
145.
An order taker is a
146.
Organizational synergy is the increased customer value achieved through
147.
Pairing side sleepers with firm pillows, back sleepers with medium pillows, and stomach sleepers with soft pillows would be done with a
market-product grid.
148.
Perceiving a difference between a person's ideal and actual situations that is big enough to trigger a decision is called
problem recognition.
149.
Perceptual map refers to
150.
A picture or verbal description of a product or service a firm might offer for sale is referred to as
151.
The place a product occupies in consumers' minds on important attributes relative to competitive products is referred to as
152.
A popular local car dealership runs television commercials in the fall featuring vehicles driving in deep snow, and recommends its services to winterize cars and trucks before the snow falls. What type of ad is this?
153.
Price refers to
154.
Pricing objectives involve
155.
Private branding is also referred to as private labeling or
156.
The process of a sender transforming an idea into a set of symbols during the communication process is referred to as
157.
The process of segmenting a market and selecting specific segments as targets is the link between the various buyers' or market needs and
158.
The process of selecting elements from a population, collecting data from them, and using it as representative of all those a researcher is interested in is referred to as
159.
Product advertisements focus on selling
160.
A product is a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfy consumers' needs and is received in exchange
161.
Product life cycle refers to
162.
Product positioning refers to
163.
A product refers to
164.
A product that has tangible attributes that a consumer's five senses can perceive is referred to as
165.
Promotional expenditures at the introduction stage of the product life cycle are best spent on
166.
The promotional mix includes which of the following?
167.
The promotional mix refers to
168.
A promotional tool often used with consumers that consists of merchandise offered free or at a significant savings over its retail price is referred to as a
169.
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
170.
A publicly accessible personal journal and online forum for an individual or organization is __________, whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________.
171.
The purpose of the introduction of 3M Post-it® Flag Highlighters was to
172.
The quantity consumed or patronage (store visits) during a specific period is referred to as
173.
Questionnaire data refers to
174.
Rack jobbers are wholesalers that
175.
Recently Colgate-Palmolive introduced Colgate Enamel Health toothpaste, one that claims to replenish and polish tooth enamel, the hard outer layer of the tooth that provides a protective barrier to inner layers. This new formula helps to separate the Colgate product from its top competitors, such as Crest. What marketing strategy did Colgate-Palmolive use here?
176.
Reducing the package content without changing package size while maintaining or increasing the package price is referred to as
177.
Reductions from list or quoted prices to buyers for performing some activity are referred to as
178.
__________ resembles a pair of eyeglasses with a small display screen visible to the wearer. Image 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.
179.
Retailing is an important marketing activity. Not only do producers and consumers meet through retailing actions, but retailing also creates
180.
The sale of two or more separate products in one package is referred to as
181.
Sales of goods and services to consumers through personal interactions and demonstrations in their homes or offices is referred to as direct selling, or
182.
Screening and evaluation refer to the stage of the new-product development process
183.
The second stage in the consumer purchase decision process involves gathering facts about possible choices, and may include internal and external sources. What is this stage called?
184.
Self-concept refers to
185.
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?
186.
Services depend on the people who provide them. As a result, their quality varies with each person's capabilities and day-to-day job performance. This element of services is referred to as
187.
Set during the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research.
188.
Setting an annual target of a specific dollar volume of profit is referred to as
189.
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 a(n)
190.
Social media are
191.
Social networks are
192.
Some automobile dealerships employ a nonnegotiable or no-haggle price strategy to sell their cars. A customer who wants to buy a new or used car would pay the posted price. These dealers probably adopted this pricing policy because
193.
Sony sells a 75" XBR-X940D television with 4K resolution, HDR support, Android TV interface with a multitude of apps, and a premium direct LED lighting system. This Sony TV is in which stage of its product life cycle?
194.
A specialized observational approach in which trained observers seek to discover subtle behavioral and emotional reactions as consumers encounter products in their natural use environment is referred to as __________ research.
195.
Speed or __________ is often vital in introducing a new product.
196.
The stage of the new-product development process that defines the role for a new product in terms of the firm's overall objectives is referred to as
197.
The stage of the new-product process that positions and launches a new product in full-scale production and sales is referred to as
198.
Standard markup pricing refers to
199.
A strip mall is a
200.
StuffDOT is a
201.
Subway restaurants that offer sandwiches made exactly to each customer's preference are providing __________ utility.
202.
Susan O'Rourke hired an attorney to represent her in a court case involving an auto accident. The attorney charged O'Rourke a $2,000 retainer fee for her services. Terry Thomas needed a haircut; the local stylist charged him $12 for his services. Aaron Mathison mowed his neighbor's lawn; in exchange, the neighbor repaired Mathison's gutters. The attorney fees paid by O'Rourke, the $12 charged by the hair stylist, and the exchange of lawn mowing for gutter repair are all examples of
203.
Tailoring products or services to the tastes of individual customers on a high-volume scale is referred to as
204.
Tara is enrolled for spring semester at college. The tuition is $6,000, but she has a scholarship for $1,000 as well as a work-study grant of $1,500. The health fees and student activity fees are $150 for the semester. What is the final price that Tara will pay for the spring semester?
205.
Target sends messages about special offers to ________ wearers who are near its stores, directs them toward sales items once inside, and allows shoppers to initiate payment simply by holding the device near a payment terminal.
206.
The tasks involved in managing personal selling include all of the following except which?
207.
The Tesla Motors Model S, an all-electric-powered automobile, is in which stage of its product life cycle?
208.
There are five stages in the consumer purchase decision process. The first stage is
209.
There are __________ genetic markers correlated with a salesperson's predisposition or willingness to interact with customers and learn about their problems in order to meet their needs.
210.
There are three key elements when defining a marketing research problem. One of these is
211.
Through a network of businesspeople known as ________, members of LinkedIn might gain an introduction to someone they wish to know through a mutual contact.
212.
To accommodate the changes in the book selling market, publishers changed their pricing approach so that
213.
Today, marketers are increasingly emphasizing a Tiffany/Walmart strategy, which is to offer
214.
To help advertisers place ads based on their search-engine results, Google developed an online tool called
215.
To serve both buyers and sellers, marketing seeks to discover and __________ the needs and wants of prospective customers.
216.
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
217.
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
218.
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
219.
The unique combination of benefits received by targeted buyers that includes quality, convenience, on-time delivery, and before- and after-sale service at a specific price is called
220.
The unit variable cost (UVC) equals variable cost (VC) divided by
221.
The use of special fees and surcharges is driven by consumers' zeal for __________ combined with the ease of making price comparisons on the Internet.
222.
The use of toll-free telephone numbers that customers call to obtain information about products and make purchases is referred to as
223.
A variation of off-price retailing is
224.
The various forms of online media content that are publicly available and created by end users is referred to as
225.
Wasted coverage can be reduced by which of method of promotion?
226.
Web 2.0 is a term that describes
227.
A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a
228.
The website that enables users to send and receive messages up to 140 characters long is
229.
What are the three types of prospects?
230.
What is category management and when is it used?
231.
The wheel of retailing refers to
232.
When a marketing manager begins asking "what if" questions to determine how hypothetical changes in product or brand drivers can affect sales, she is performing __________ analysis.
233.
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
234.
When a new product or a new retail chain steals customers and sales from the organization's older products and retail outlets, it is referred to as
235.
When Cadillac uses advertising to promote specific features of its Escalade hybrid, it is using which type of product advertisement?
236.
When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and
237.
Which of the following groups would be the least likely target market for a company producing canned food in single-serving sizes?
238.
Which of the following is a commonly used method of retail outlet classification?
239.
Which of the following is an example of a price?
240.
Which of the following is a strength of personal selling?
241.
Which of the following is considered a service?
242.
Which of the following is expected to be the next chapter for Apple's product development?
243.
Which of the following is one of the largest retailers in the United States?
244.
Which of the following is the best example of a nondurable good?
245.
Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?
246.
Which of the following products might have failed in the marketplace because it was perceived to have limited usefulness?
247.
Which of the following statements about how women buy new cars today is most accurate?
248.
Which of the following statements about Zappos is most accurate?
249.
Which of the following statements describes a key difference between advertising and public relations?
250.
Which of the following statements is most accurate?
251.
Which of the following statements regarding Gatorade's branding is most accurate?
252.
Which of the following statements regarding order getters is most accurate?
253.
Which of the following statements represents a possible measure of success in the first step of the five-step marketing research approach, defining the problem?
254.
Which of the following would most likely be considered a consumer product?
255.
Which stage in the consumer purchase decision process suggests criteria to use for the purchase, yields brand names that might meet the criteria, and develops consumer value perceptions?
256.
While many commercials that use sex appeals gain the attention of the audience, they
257.
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
258.
With respect to advertising, CPM is defined as
259.
With the introduction of a revised pricing policy for e-books, distributors could still set their own retail prices, but with a restriction. Distributors could set prices below a publisher's retail list price as long as the discount
260.
The Xerox sales force is divided into four _________ organizations.
1.
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.
2.
According to the price equation, final price equals list price minus __________ plus extra fees.
3.
An agent is
4.
American Hospital Supply helps its customers (hospitals) manage inventory and streamline order processing for hundreds of medical supplies. The source of American Hospital Supply's power is its
5.
Another name for order cycle time is
6.
Asking the prospect to make a decision on some aspect of the purchase is referred to as __________ close
7.
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?
8.
A blog is a
9.
Bundle pricing refers to
10.
Collaborative filtering refers to
11.
A contractual vertical marketing system is an arrangement whereby
12.
Cost per click is a measure in which
13.
Creative marketers engage in value-pricing, which is the practice of simultaneously increasing product and service benefits while
14.
The distribution intensity associated with products such as Dell personal computers is referred to as
15.
Dynamic pricing is typically used for pricing
16.
Electronic junk mail or unsolicited email are referred to as
17.
Facebook is
18.
A formula selling presentation is a format that
19.
A franchise where the franchiser provides a few general guidelines and more independence to the franchisee is known as a
20.
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.
21.
If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is
22.
Indirect channels for consumer products
23.
Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an email address), and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as
24.
In terms of distribution, when marketing channel members are engaged in buying, selling, and risk-taking, they are performing __________ functions.
25.
In terms of the online customer experience, community refers to
26.
In the context of a supply chain, customer service refers to
27.
In the context of the personal selling process, excuses for not making a purchase commitment or decision are referred to as
28.
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. Recently, however, sales have been a bit slow. Jane decides to reduce the price for the frames to $80. What is her maintained markup in dollar terms?
30.
A method of selling in which a salesperson and other company resource people meet with buyers to discuss problems and opportunities is referred to as
31.
The most common cross-channel shopping and buying path is to browse one or more websites and then
32.
Most of the 1.1 million retail establishments in the United States, including hardware stores, convenience stores, clothing stores, and computer and software stores, are considered
33.
One of the most crucial tasks of sales management is __________; it begins with a carefully crafted job analysis.
34.
Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of
35.
Online media where users submit news, photos, and videos often accompanied by a feedback process to identify popular topics are referred to as
36.
The percentage change in quantity demanded relative to the percentage change in price is referred to as
38.
Performance measures for social media are divided into two types:
39.
Prestige pricing is considered to be a __________ approach to pricing.
40.
The ratio of __________ to price is referred to as value.
41.
Retailing includes all activities involved in the
42.
The retailing mix refers to the activities related to the management of and the merchandise in the store, which includes
43.
Standard markup pricing refers to
44.
Stores that carry a broad product line, with limited depth, are referred to as
45.
A straight commission compensation plan is one
46.
A strip mall is a
47.
The subsegment of all Internet users who employ this technology to research products and services and make purchases is referred to as
48.
Supply chain management refers to
49.
Suppose you are the owner of a picture frame store and you wish to calculate how many frames you must sell to cover your fixed and variable costs at a given price. Let's assume that the demand for your frames is strong, so the average price customers are willing to pay for each picture frame is $120. Also, suppose your fixed costs (FC) total $32,000 (real estate taxes, interest on a bank loan, etc.) and unit variable cost (UVC) for a picture frame is $40 (labor, glass, frame, and matting). If your picture frame store sold 2,000 picture frames, what would your profit (or loss) be?
50.
Tara is enrolled for spring semester at college. The tuition is $6,000, but she has a scholarship for $1,000 as well as a work-study grant of $1,500. The health fees and student activity fees are $150 for the semester. What is the final price that Tara will pay for the spring semester?
51.
The three key methods of classifying retail operations are
52.
The three types of personal selling are order taking, order getting, and
53.
To gauge stickiness, a company monitors
54.
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
55.
Using the telephone to interact with and sell directly to consumers is referred to as
56.
A variation of off-price retailing is
57.
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
58.
What is the first step in choosing the right supply chain?
59.
When specific knowledge is required to sell certain types of products or services, then a _________ is used.
60.
Which of the following statements regarding order getters is most accurate?
1.
All of the following are departments within a typical organization except which?
2.
All of the following are the four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations except which?
3.
A(n) __________ is a privately owned organization that serves its customers to earn a profit so that it can survive.
4.
Another term sometimes used interchangeably with social media is
5.
Apps are
6.
A brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs is referred to as
7.
Business products are also referred to as
8.
Business products are also referred to as
9.
By skillfully using __________, global marketers can tie positive meanings to their products, services, and brands to enhance their attractiveness to consumers.
10.
The CEO of an organization
11.
The change in the growth of the world's population is called the
12.
The clandestine collection of trade secrets or proprietary information about a company's competitors is referred to as
13.
Conducting marketing research is an excellent way to address the first objective in marketing, which is to discover consumers'
14.
Countertrade refers to
15.
Creative marketers engage in value-pricing, which is the practice of simultaneously increasing product and service benefits while
16.
The demographic characteristics of the population and its culture are referred to as
17.
A durable good is defined as
18.
The economy is defined as
19.
Effective decision makers rely on criteria or standards known as __________ that are used in evaluating proposed solutions to a problem.
20.
Environmental scanning refers to
21.
An estimated 10 to 15 percent of world trade involves __________, the practice of using barter rather than money for making global sales
22.
Ethical exchanges between sellers and buyers should result in
23.
The Federal Trade Commission (FTC) can require a company to spend money to rectify previous misleading ads with revised information, which is known as
24.
The fifth step of the marketing research approach is to
25.
The first step of the marketing research approach is to
26.
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
27.
The formula Total revenue - Total cost, or [(Unit price x Quantity sold) - (Fixed cost + Variable cost)], represents
28.
For shopping products, the consumer
29.
The fourth step of the marketing research approach is to
30.
From its inception, Chobani wanted to place its yogurt where?
31.
Goods can be divided into __________ goods and __________ goods.
32.
In a marketing decision, constraints refer to
33.
In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as
34.
The increased customer value achieved through performing organizational functions such as marketing or manufacturing more efficiently is referred to as
35.
The initial purchase of a product by a consumer is referred to as
36.
In marketing, an offering refers to
37.
A __________ is a federal, state, county, or city unit that provides a specific service to its constituents.
38.
Items for which the consumer compares several alternatives on several criteria such as price, quality, or style are referred to as
39.
A key role of the marketing department is to "look outward." This is accomplished by
40.
Large organizations are extremely complex, and usually consist of __________ organizational levels whose strategies are linked to marketing.
41.
The level in an organization where top management directs overall strategy for the entire organization is referred to as the
42.
LinkedIn is
43.
The marketing objective for a product in the __________ stage of the product life cycle is to create consumer awareness and stimulate trial.
44.
Marketing research refers to
45.
Marketing two or more products in a single package price is referred to as
46.
Market segmentation stresses __________ and relating them to specific marketing actions.
47.
Measures of success refers to
48.
Measures of success refers to
49.
The money or other considerations (including other products and services) exchanged for the ownership or use of a product or service is referred to as
50.
One advantage of direct investment when entering a new global market is that
51.
One challenge faced by organizations is that each must ______ the interests of countless other people, groups, and forces that interact to shape the nature of its actions.
52.
People who tried a product, were satisfied, and bought it again are called __________ purchasers
53.
The practice of exchanging products and services for other products and services rather than for money is referred to as
54.
Price refers to
55.
The process of segmenting a market and selecting specific segments as targets is the link between __________ and the organization's marketing program.
56.
Product differentiation refers to
57.
Product form refers to
58.
A __________ product is one for which significant customer education is required and there is an extended introductory period.
59.
Product life cycle refers to
60.
A __________ product requires little learning by the consumer, and the benefits of the purchase are readily understood.
61.
Products organizations buy that assist in providing other products for resale are referred to as
62.
The purpose of market segmentation is to respond more effectively to the wants of groups of potential buyers in order to
63.
The purpose of the __________ is to forbid certain actions that are likely to lessen competition, although no actual harm has yet occurred.
64.
A quota refers to
65.
Region and city size are both variables used to employ __________ segmentation.
66.
The second step of the marketing research approach is to
67.
Segmentation based on some observable actions or attitudes by prospective customers, such as what benefits they seek, as well as where, how frequently, and why they buy, is referred to as
68.
Services are
69.
Services contribute how much to the U.S. gross domestic product as compared with goods?
70.
Set during the marketing research process, __________ are the specific, measurable goals the decision maker seeks to achieve in conducting the marketing research
71.
The set of values, ideas, and attitudes that are learned and shared among the members of a group is referred to as
72.
Setting prices a few dollars or cents under an even number is referred to as
73.
The seventh step of the marketing research approach is to
74.
The sixth step of the marketing research approach is to
75.
Skimming pricing refers to
76.
Small athletic shoe manufacturers such as Vans target niche markets and make shoes designed to satisfy the needs of different specific groups of customers. This strategy is an example of
77.
A subsidiary, division, or unit of an organization that markets a set of related offerings to a clearly defined group of customers is referred to as a
78.
The third step of the marketing research approach is to
79.
Tiffany & Co. knows that Japanese are superstitious about the number four. As a result, Tiffany sells its fine glassware and china in sets of five, not four, in Japan. Tiffany uses its knowledge of __________ to avoid connecting its products with the number four.
80.
The trade of things of value between buyer and seller so that each is better off after the trade is referred to as
81.
Twitter can be a good source of information about a brand or product because of its
82.
Users or members of social networks are
83.
Values refer to
84.
The view that an organization has an obligation to those who can affect the achievement of its objectives is referred to as
85.
A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a
86.
What is the marketing objective for the growth stage of the product life cycle?
87.
What is the marketing objective for the introduction stage of the product life cycle?
88.
When expenses are greater than the potential increased sales from market segmentation, a firm should
89.
Which of the following is a criterion used in forming market segments?
90.
Which of the following is an example of a price?
91.
Which of the following is considered a service?
92.
Which of the following is considered one of the major factors that influences an individual's personal moral philosophy and ethical behavior?
93.
Which of the following is the largest analytical platform that can respond to queries in facts, photos, and direct answers?
94.
Which statement best describes the most significant difference between a for-profit organization or a business firm and a nonprofit organization?
95.
Yield management pricing refers to
1.
Accelerated development in the retail life cycle is similar to which stage in the product life cycle?
2.
Aided recall, unaided recall, attitude tests, inquiry tests, and sales tests
3.
The amount of time per month that visitors spend on a company's website is referred to as
4.
As a performance measure for social networks, the interaction rate is
5.
As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure
6.
At the ________ stage in the personal selling process, a salesperson begins converting a prospect into a customer by creating a desire for the product or service he or she is selling.
7.
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.
8.
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?
9.
At which stage in the product life cycle are discounts and coupons offered to both consumers and intermediaries to maintain loyal buyers?
10.
Because advertising is expensive, marketers want to be certain the advertisements they run communicate the intended message to the target audience. In order to accomplish this communication goal, marketers conduct ________ before advertisements are placed in a medium
11.
The business-oriented website that lets users post their profiles and connect to a network of businesspeople is
12.
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!"
13.
_________ can benefit retailers by helping them to predict shopping behavior, provide personalized, real-time messaging and promotions, and track customer needs.
14.
Coca-Cola distributors represent which type of franchise?
15.
Collaborative filtering is
16.
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
17.
A company or person who has information to convey during the communication process is referred to as
18.
computer-based networks that trigger actions by sensing changes in the real or digital world.
19.
Computer-based networks that trigger actions by sensing changes in the real or digital world are known as
20.
Consultative selling is very prominent in
21.
A consumer sales promotion tool that offers the return of money based on proof of purchase is known as a
22.
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
23.
the degree to which a person's thoughts, feelings, likes, and dislikes are shared when engaged in a social interaction.
24.
the difference between the final selling price and the retailer's cost.
25.
During which stage of the product life cycle does the marketer spend little money in the promotional mix?
26.
The ________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.
27.
a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
28.
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
29.
General merchandise stores such as Walmart, Kmart, and Target are usually considered _______ retailers.
30.
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 a retail store's
31.
In a marketing context, the message refers to
32.
Information from a ________ is used to write a job description.
33.
In marketspace, buzz refers to
34.
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
35.
Internet-enabled technology employed in transmitting information from marketer-to-consumer, consumer-to-consumer, and consumer-to-marketer is referred to as
36.
In the ________ stage of the personal selling process, the cultural setting is very important for international sales.
37.
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.
38.
involves direct sales of products and services to consumers through personal interactions and demonstrations in their home or office
39.
________ is a written document that describes job relationships and requirements that characterize each sales position.
40.
those linked to inputs or costs and those tied to the outputs or revenues resulting from social media.
41.
Markdowns can be used to
42.
the means by which the message is communicated to the target audience. Newspapers, magazines, radio, and TV are examples of this.
43.
The ________ measure most closely ties the cost of the social media ad to the sales revenues the ad generates.
44.
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
45.
The number of people who have opted in to a brand's messages through a social media platform at a given time are referred to as
46.
The number of times a Facebook page is loaded in a given time period is referred to as
47.
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
48.
the outcome of an offer designed to motivate people to visit a business.
49.
Pioneering, competition, reminder.
50.
The popularity of social media sometimes leads to a new stage in the hierarchy of effects known as ________ where loyal consumers recommend brands they have adopted.
51.
The practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as
52.
The practice of introducing a higher-end product solution than the one in question during the sales process is referred to as
53.
the practice of using an entire team of professionals in selling to and servicing major customers
54.
A promotional alternative that uses direct communication with consumers to generate a response in form of an order, a request for further information, or a visit to a retail outlet
55.
The purpose of competitive institutional advertisements is to
56.
refers to any form of online media content that is publicly available and created by consumers or end users.
57.
A restaurant review published in the local newspaper is an example of
58.
A salesperson who processes routine orders or reorders for products that were already sold by the company is referred to as
59.
A sales promotion designed to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate is referred to as
60.
Sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as
61.
Sales promotions that usually offer an immediately discounted price to the consumer, which encourages trial of the product, are commonly referred to as
62.
A sales promotion tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate
63.
Short-term price reductions like two-for-one commonly used to increase trial among potential customers or to retaliate against a competitor's actions are referred to as a
64.
Showrooming refers to
65.
Shows one brands strength relative to those of competitors.
66.
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
67.
A single social media site with millions of users interacting with each other. Examples: facebook, twitter.
68.
A social media tool to see what twitter users are saying about their own brands and competitive ones.
69.
the solicitation of a consumer's consent to receive e-mail and advertising based on personal data supplied by the consumer
70.
the specific goals assigned to a salesperson, sales team, branch sales office, or sales district for a stated time period.
71.
Team selling refers to the practice of
72.
The text, video, audio, and graphics that are found on a website are referred to as
73.
To continue to be successful, Mall of America must
74.
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
75.
The two-way flow of communication between buyer and seller, often in a face-to-face encounter, designed to influence the purchase decision of a person or group
76.
Unlike merchant wholesalers, agents, and brokers, manufacturers' branches and sales offices are ________ that perform wholesaling activities.
77.
the various forms of online media content that are publicly available and created by end users.
78.
A website's aesthetic appeal and functional look and feel reflected in site layout and visual design is referred to as
79.
websites that allow people to congregate online and exchange views on topics of common interest.
80.
Wells Fargo is one largest consumer banks in the United States. It reaches retail customers through 8,600 stores, a worldwide network of 13,000 ATMs, and its online banking service. Which utility does Wells Fargo best provide?
81.
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.
82.
When a manufacturer directs the promotional mix to channel members to gain their cooperation in ordering and stocking the product, it is using ________ strategy.
83.
when a salesperson tries one appeal after another hoping to hit the right button.
84.
When developing retailing strategies, marketers develop a retailing mix that includes
85.
When developing the advertising program, specifying the advertising objectives helps advertisers with other choices in the process such as selecting media and
86.
Where customs dictate appropriate protocol
87.
The wholesalers that perform all channel functions and are found in the health foods, automotive parts, and seafood industries would be
1.
The ability to shop over the Internet 24 hours a day, seven days a week, provides consumers with ________ utility.
2.
______ ads are expensive but effective, turbo tax reported that following its ads airing it more than doubled the number of people talking about its brand
3.
advertisements that build GOODWILL
4.
advertisements that reinforce previous knowledge
5.
Advertisers are expecting and planning for large growth in
6.
Advertisers use a mix of media forms and vehicles to maximize the exposure of the message to the target audience while at the same time minimizing
7.
An advertising message usually focuses on the ________ of the product that are important to a prospective buyer in making trial and adoption decisions
8.
Advertising refers to
9.
Advertising refers to
10.
All activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family, or household use are referred to as
11.
Another name for cold calling is
12.
An arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product is referred to as
13.
As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site
14.
A channel of communication refers to
15.
A channel that includes intermediaries that are between the producer and consumers and perform numerous channel functions is referred to as a(n)
16.
Communication is the process of conveying a message to others and it requires six elements. Which process is one of these elements?
17.
A company or person who has information to convey during the communication process is referred to as a(n)
18.
A competitive (or persuasive) ad
19.
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
20.
A direct channel exists when
21.
The ________ distinguishes types of retail outlets, with independent retailers, corporate chains, or contractual systems being the three general forms
22.
the first decision in developing an advertising program is to
23.
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
24.
A form of ownership that involves multiple outlets under common ownership is referred to as a(n)
25.
A franchise where the franchisor provides step-by-step procedures for most aspects of the business is known as a
26.
In a marketing context, receivers are
27.
In a marketing context, the message refers to
28.
In classifying social media, self-disclosure is
29.
Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. But with social media, a sender often simply begins to participate in the ________, hoping that the quality of the message will establish credibility with the receivers, thereby enhancing the sender's influence
30.
Intermediaries perform facilitating function activities, which assist producers in making products and services more attractive to buyers. These activities include
31.
In terms of distribution, when marketing channel members are engaged in financing, grading, and marketing information and research, they are performing the ________ function.
32.
the key objective of competitive advertising is to
33.
A marketing channel intermediary that purchases merchandise for resale at retail outlets is engaging in a(n) ________ function.
34.
the means by which an advertising message is communicated to the target audience is known as
35.
A middleman is
36.
Missionary salespeople are
37.
Most specialty stores and department stores, which provide many services to their customers, are considered to be
38.
The objective at the ________ stage of the personal selling process is to convert a prospect into a customer by creating a desire for the product or service
39.
The objective of institutional advertisements is to ________ rather than promote a specific product or service.
40.
Personal selling can use all of the following modes of communication except which?
41.
The personal selling process begins with the ________ stage and ends with the ________ stage
42.
Pioneering advertisements would most likely be used during which stage of the product life cycle
43.
The practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time is referred to as
44.
Professionally managed and centrally coordinated marketing channels designed to achieve channel economies and maximum marketing impact are referred to as
45.
Promotion represents one element in the marketing mix. Promotion consists of communication tools, including advertising, personal selling, sales promotion, public relations, and
46.
A reminder ad
47.
Sales activities occurring before, during, and after the sale itself, and which consist of six stages, are referred to as
48.
Sales management refers to
49.
A salesperson who processes routine orders or reorders for products that were already sold by the company is referred to as a(n)
50.
Social media are
51.
Social media can be classified based on ________ and
52.
The social media website open to anyone age 13 and over where users may create a personal profile; add other users as friends; and exchange comments, photos, videos, and "likes" with them is known as
53.
Social networks are
54.
Stores that carry tremendous depth in one primary line of merchandise are referred to as
55.
Team selling refers to the practice of
56.
There are three general forms of retail ownership: contractual system, independent retailer, and
58.
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
59.
The use of deceased celebrities such as John Wayne or Fred Astaire in commercials
60.
using actor samuel l jackson in a commercial is an example of
61.
Using the Internet to make products and services available for consumption or use by consumers or organizational buyers is referred to as
62.
The variety of different items a store carries is referred to as the
63.
The various forms of online media content that are publicly available and created by end users is referred to as
64.
A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a
65.
Which method of retail outlet classification is most appropriate for describing franchise operations?
66.
Which of the following is an important guideline when using a fear appeal?
67.
Which of the following is a strength of personal selling?
68.
A wholesaler is
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?
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
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.
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
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?
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 use it 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
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
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?
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
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
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 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
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.
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?
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?
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?
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?
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?
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.
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?
The practice of changing prices for products in real time in response to supply and demand conditions is referred to as
Beauty product websites are traditionally designed to be more ________ oriented than travel websites.
A consumer’s consent to receive email and advertising based on personal data supplied by the consumer is called
Which of the following is one of three rules for a company to successfully employ permission marketing?
According to the Federal Trade Commission, ________ fraud complaints are Internet-related, costing consumers $560 million.
Cookies are
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.
Users of NYTimes.com can peruse the book review section and click on a link to Barnes & Noble to order a book that was reviewed or browse related titles. NYTimes.com effectively uses the ________ website design element.
Consumers can visit the BananaRepublic.com website to scan and order from among thousands of displayed clothing items without fighting traffic, finding a parking space, or standing in store checkout lines. This describes one example of why consumers shop and buy online, which is
Customization refers to
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
Pizza Hut’s website customization is achieved in several ways, but the primary utility is to
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
In the marketspace, consumers can tell marketers specifically what their requirements are, making possible the customization of a product or service to fit their exact needs. This means that marketers can use electronic commerce to enhance customer value by providing
If used continuously, which of the following promotional elements will most likely lose its effectiveness?
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
According to Tracee Larocca, brand creative director at Taco Bell, the restaurant chain recognized a cultural shift from “food as fuel” to
Which of the following statements regarding the promotional mix is most accurate?
In the hierarchy of effects, interest refers to
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.
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?
When using an account management policy grid, an account would replace personal calls with telemarketing or direct mail if the account opportunity level assessment is
Over a decade ago, Xerox began a shift to a ________ that focused on helping customers solve their business problems rather than just placing more equipment in their office.
Which type of sales personnel concentrates on performing promotional activities but generally does not solicit actual sales orders?
The closing stage in the selling process includes identifying telltale signals indicating a readiness to buy including
Honda produces many different types of products, including automobiles, motorcycles, lawnmowers, power generators, and power washers. Some of Honda’s products are sold through Home Depot. If Honda arranges with Home Depot to set up some advertising to promote lawnmowers and offers to pay for a portion of the advertising, Honda and Home Depot will be engaged in _________________.
