Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is considered __________.
Major factors for changing the face of today's marketing communications include all of the following except __________.
C. marketers are going for mass marketing
As marketers adopt richer but more fragmented media and promotion mixes to reach their diverse markets, they risk creating a communications hodgepodge for consumers. To prevent this, companies have adopted the concept of __________.
B. integrated marketing communications (IMC)
The first task for a communicator in preparing marketing communications is to __________.
E. identify the target audience
Netflix recruits "Grammasters," influencers who have large Instagram followings. They travel around the world taking photos and creating videos. This is an example of using __________ as a personal communication channel.
B. buzz marketing
When companies set their promotion budgets to match competitor's outlays, they are using the __________ method.
John Deere does very little promoting of its lawn mowers, garden tractors, and other residential consumer products to final consumers. Instead, JohnDeere's sales force works with Lowe's, The Home Depot, and other channel members. This is an example of using __________for promotion.
E. a push strategy
Marketing management must first __________ when developing an advertising program.
C. set advertising objectives
When iPhone was first introduced into the market, Apple highlighted its benefits and qualities. This type of advertising is referred to as __________.
D. informative advertising
__________ advertising is more suitable for mature products.
When does persuasive advertising become comparative advertising?
D. When a company directly or indirectly compares its brand to others
The reasons for considering public relations, which has a greater impact at a much lower cost than advertising, include __________.
B. the possibility of stories to be picked up by different media
Despite its potential strengths, public relations are occasionally described as a marketing stepchild because of all of the following reasons except__________.
B. PR practitioners consider their job as simply communication
Which of the following statements does not accurately reflect PR's role in marketing?
B. As the use of earned and shared digital content grows rapidly, PR is playing a smaller role in marketing content management.
__________ and __________ are core PR strengths and that plays well into the use of online, mobile, and social media.
A. Storytelling; engagement
Which of the following statements does not reflect the role of salespersons within acompany?
B. The concept of salesperson-owned loyalty describes the loyalty that salespersons have toward the company.
What action(s) can a company take in order to bring marketing and sales functions together?
C. Let brand managers tag along on sales calls.
Which of the following is not a step in an effective sales management process?
Which one of the following statements is not true regarding social selling?
A. Social selling has changed the fundamentals of selling.
The aim of transaction-oriented marketing is to help salespeople __________.
A. close a specific sale
The first step in the personal selling process is __________.
Toro ran a preseason promotion on its snowblower models offering a rebate if the snowfall in the buyer's market area turned out to be below average. This is an example of __________.
A. consumer promotion
A sales contest is considered a part of __________.
A. business promotions
Priceline.com sells its services through __________.
A. direct and digital marketing
Disadvantages of direct marketing to sellers include __________.
A. interaction with limited number of customers
The hottest growth area for the retailer Home Depot in the U.S. market has been attributed to __________.
C. online sales
__________ is/are considered a consumer-controlled digital media.
One of the challenges of social media marketing is that social media __________.
B. are largely user controlled
Infomercials are a form of marketing considered a part of __________.
C. direct-response television marketing
Advantages of mobile marketing include all of the following except __________.
A. mobile marketing may risk irritating consumers
__________is a type of identity theft that uses deceptive emails and fraudulent online sites.
In making products and services available to consumers, channel members add value. Key functions performed by the marketing channels include all of the following except __________.
From the producer's point of view, a greater number of levels of marketing channel means __________.
A. less control and greater channel complexity
A(n) __________ has no intermediary levels.
A. direct marketing channel
Distribution channels are more than simple collections of firms tied together by various flows. Which of the following statements is NOT a characteristic of distribution channels?
A. Channel systems stand still, restricting formation of new intermediary systems.
Historically, __________ have lacked leadership and power, often resulting in damaging conflict and poor performance.
A. conventional distribution channels
The franchise organization is the most common type of __________ VMS (vertical marketing system).
Channel members' performance should be evaluated against standards which include all of the following except __________.
E. channel management
Companies today are placing greater emphasis on logistics for several reasons, which include all of the following except __________.
A. limited product variety has created problems for logistics management
__________ retailing refers to the creation of a seamless cross-channel buying experience.
Tiffany and Neiman Marcus are classified as __________ retailers.
L.L. Bean has turned its flagship store into a full-fledged outdoor adventure center, which is an example of __________.
D. experiential retailing
__________ are huge unenclosed shopping centers consisting of a long strip of retail stores including freestanding anchor stores.
C. Power centers
__________ are the largest single group of wholesalers.
C. Merchant wholesalers
Wholesalers add customer value through the __________ they offer.
B. products and services
Which of the following statements does NOT describe price?
B. Price is the only element in the marketing mix that represents costs.
__________ uses buyers' perceptions of value as the key to pricing.
D. Customer value–based pricing
__________ reverses the usual process of first designing a new product, determining its cost, and then asking, "Can we sell it for that?"
D. Target costing
Under __________, the market consists of many buyers and sellers trading in a uniform commodity.
E. pure competition
Market skimming prices are preferred in all of the following conditions except __________.
E. an initial low price is set by the companies
Market penetration prices are preferred in all of the following conditions except __________.
B. enough buyers must want the product at a higher price
Companies that make products that must be used along with a main product are using __________.
A. captive-product pricing
The pricing method in which sellers combine several products and offer a reduced price is known as __________.
C. product bundle pricing
In __________ pricing, the company sells a product or service at two or more prices, even though the difference in prices is not based on differences in costs.
Some sellers use 00-cent endings on regularly priced items and 99-cent endings on discount merchandise. This is an example of pricing referred to as__________.
E. psychological pricing
Techniques that can be used by sellers for avoiding customers' perception of price gouging includes all of the following except __________.
D. rationing products to customers
Federal legislation on __________ states that sellers must set prices without talking to competitors.
What is predatory pricing?
B. Selling below cost with the intention of punishing a competitor
Which of the following statements discussing big data is not true?
A. Marketers can access and easily sift through the data once it is available.
MIS interacts with information users in several ways which include all of the following except __________.
E. providing concise information
MIS begins and ends with information users. Which of the following statements is not an advantage of MIS?
E. MIS may provide information to external partners, such as suppliers, resellers, or marketing services agencies.
__________ is the systematic monitoring, collection, and analysis of publicly available information about consumers, competitors, and developments in the marketplace.
C. Competitive marketing intelligence
What is the first step in marketing research process?
B. Define the problem.
The objective of __________ research is to gather preliminary information that will help define the problem and suggest hypotheses.
Many companies manage detailed information about individual customers by using all of the following methods except __________.
C. collecting and storing huge amounts of data
Companies can allow key customers and value-network members to access account, product, and other data through __________.
Small businesses and not-for-profit organizations can obtain good marketing insights through __________.
D. observation research
Indian government regulation requires foreign retailers in India to buy 30 percent of the merchandise they sell from local small businesses. This obstacle in global marketing is an example of setting __________ by host countries.
A. nontariff trade barriers
In __________ the company makes agreements with manufacturers in the foreign market to produce its product or provide its service.
D. contract manufacturing
Disney's Hong Kong Disneyland and Shanghai Disneyland work in combination with the Chinese governmentdash–owned Shanghai Shendi Group. Disney owns 43 percent of the Shanghai resort; the Shanghai Shendi Group owns 57 percent. This type of arrangement in global marketing is known as __________.
A. joint ownership
In South Korea, Dunkin' Donuts sells an olive oil and tapioca starch donut, called Chewisty. This is an example of __________ strategy.
E. product adaptation
Rather than standardizing their advertising globally, some companies follow a strategy of __________, fully adapting their advertising messages to local markets.
B. communication adaptation
Most companies manage their international activities by first __________.
D. organizing an export department
L'Oréal, a French origin firm, is considered a(n) __________.