Marketing warmup 2

  1. Any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor is considered​ __________.




    D. advertising
  2. Major factors for changing the face of​ today's marketing communications include all of the following except​ __________.




    C. marketers are going for mass marketing
  3. 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)
  4. The first task for a communicator in preparing marketing communications is to​ __________.




    E. identify the target audience
  5. 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
  6. When companies set their promotion budgets to match​ competitor's outlays, they are using the​ __________ method.




    D. ​competitive-parity
  7. John Deere does very little promoting of its lawn​ mowers, garden​ tractors, and other residential consumer products to final consumers.​ Instead, John​Deere'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
  8. Marketing management must first​ __________ when developing an advertising program.




    C. set advertising objectives
  9. 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
  10. ​__________ advertising is more suitable for mature products.




    E. Reminder
  11. When does persuasive advertising become comparative​ advertising?




    D. When a company directly or indirectly compares its brand to others
  12. 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
  13. 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
  14. 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.
  15. ​__________ and​ __________ are core PR strengths and that plays well into the use of​ online, mobile, and social media.




    A. ​Storytelling; engagement
  16. Which of the following statements does not reflect the role of salespersons within a​company?




    B. The concept of​ salesperson-owned loyalty describes the loyalty that salespersons have toward the company.
  17. 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.
  18. Which of the following is not a step in an effective sales management​ process?




    A. Prospecting
  19. Which one of the following statements is not true regarding social​ selling?




    A. Social selling has changed the fundamentals of selling.
  20. The aim of​ transaction-oriented marketing is to help salespeople​ __________.




    A. close a specific sale
  21. The first step in the personal selling process is​ __________.




    B. prospecting
  22. 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
  23. A sales contest is considered a part of​ __________.




    A. business promotions
  24. Priceline.com sells its services through​ __________.




    A. direct and digital marketing
  25. Disadvantages of direct marketing to sellers include​ __________.




    A. interaction with limited number of customers
  26. The hottest growth area for the retailer Home Depot in the U.S. market has been attributed to​ __________.




    C. online sales
  27. ​__________ is/are considered a​ consumer-controlled digital media.




    B. Blogs
  28. One of the challenges of social media marketing is that social media​ __________.




    B. are largely user controlled
  29. Infomercials are a form of marketing considered a part of​ __________.




    C. ​direct-response television marketing
  30. Advantages of mobile marketing include all of the following except​ __________.




    A. mobile marketing may risk irritating consumers
  31. ​__________is a type of identity theft that uses deceptive emails and fraudulent online sites.




    B. Phishing
  32. 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​ __________.




    A. pricing
  33. From the​ producer's point of​ view, a greater number of levels of marketing channel means​ __________.




    A. less control and greater channel complexity
  34. ​A(n) ​ __________ has no intermediary levels.




    A. direct marketing channel
  35. 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.
  36. ​Historically, __________ have lacked leadership and​ power, often resulting in damaging conflict and poor performance.




    A. conventional distribution channels
  37. The franchise organization is the most common type of​ __________ VMS​ (vertical marketing​ system).




    C. contractual
  38. Channel​ members' performance should be evaluated against standards which include all of the following except​ __________.




    E. channel management
  39. 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
  40. ​__________ retailing refers to the creation of a seamless​ cross-channel buying experience.




    B. ​Omni-channel
  41. Tiffany and Neiman Marcus are classified as​ __________ retailers.




    E. ​full-service
  42. L.L. Bean has turned its flagship store into a​ full-fledged outdoor adventure​ center, which is an example of​ __________.




    D. experiential retailing
  43. ​__________ are huge unenclosed shopping centers consisting of a long strip of retail stores including freestanding anchor stores.




    C. Power centers
  44. ​__________ are the largest single group of wholesalers.




    C. Merchant wholesalers
  45. Wholesalers add customer value through the​ __________ they offer.




    B. products and services
  46. Which of the following statements does NOT describe​ price?




    B. Price is the only element in the marketing mix that represents costs.
  47. ​__________ uses​ buyers' perceptions of value as the key to pricing.




    D. Customer value–based pricing
  48. ​__________ 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
  49. Under​ __________, the market consists of many buyers and sellers trading in a uniform commodity.




    E. pure competition
  50. Market skimming prices are preferred in all of the following conditions except​ __________.




    E. an initial low price is set by the companies
  51. Market penetration prices are preferred in all of the following conditions except​ __________.




    B. enough buyers must want the product at a higher price
  52. Companies that make products that must be used along with a main product are using​ __________.




    A. ​captive-product pricing
  53. The pricing method in which sellers combine several products and offer a reduced price is known as​ __________.




    C. product bundle pricing
  54. 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.




    C. segmented
  55. 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
  56. 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
  57. Federal legislation on​ __________ states that sellers must set prices without talking to competitors.




    B. ​price-fixing
  58. What is predatory​ pricing?




    B. Selling below cost with the intention of punishing a competitor
  59. 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.
  60. MIS interacts with information users in several ways which include all of the following except​ __________.




    E. providing concise information
  61. 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.
  62. ​__________ is the systematic​ monitoring, collection, and analysis of publicly available information about​ consumers, competitors, and developments in the marketplace.




    C. Competitive marketing intelligence
  63. What is the first step in marketing research​ process?




    B. Define the problem.
  64. The objective of​ __________ research is to gather preliminary information that will help define the problem and suggest hypotheses.




    D. exploratory
  65. Many companies manage detailed information about individual customers by using all of the following methods except​ __________.




    C. collecting and storing huge amounts of data
  66. Companies can allow key customers and​ value-network members to access​ account, product, and other data through​ __________.




    E. extranets
  67. Small businesses and​ not-for-profit organizations can obtain good marketing insights through​ __________.




    D. observation research
  68. 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
  69. In​ __________ the company makes agreements with manufacturers in the foreign market to produce its product or provide its service.




    D. contract manufacturing
  70. 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
  71. In South​ Korea, Dunkin' Donuts sells an olive oil and tapioca starch​ donut, called Chewisty. This is an example of​ __________ strategy.




    E. product adaptation
  72. Rather than standardizing their advertising​ globally, some companies follow a strategy of​ __________, fully adapting their advertising messages to local markets.




    B. communication adaptation
  73. Most companies manage their international activities by first​ __________.




    D. organizing an export department
  74. ​L'Oréal, a French origin​ firm, is considered​ a(n) __________.




    A. truly global organization
Author
Zaqxz
ID
343219
Card Set
Marketing warmup 2
Description
lksadj
Updated