Chapter 13
__________ is the activity and processes for creating, communicating, delivering offerings that have value for customers
A. Selling
B. Advertising
C. Marketing
D. Production
C. Marketing
When consumers calculate the value of a product, they
A. subtract the cost of production from the market price.
B. eliminate all nontangible elements that might affect their perception.
C. look at the benefits the product provides then subtract the cost.
D. identify the variable and the fixed components of the product's benefits.
C. look at the benefits the product provides then subtract the cost.
Discount stores, supermarkets, and department stores are all common types of
A. multilevel marketers.
B. full-service wholesalers.
C. retail stores.
D. broker agents.
C. retail stores.
The goal of __________ is to inform and remind people in a target market about specific products.
A. market segmentation
B. promotion
C. production
D. market research
B. promotion
While the four Ps help us remember the basics of the __________, they don't reveal everything in the marketing process.
A. production operation
B. marketing mix
C. product development process
D. customer relationship marketing process
B. marketing mix
__________ goods appeal to consumers who are willing to make an extra shopping effort to acquire them.
A. Specialty
B. Shopping
C. Convenience
D. Packaged
A. Specialty
__________ is the sale of goods and services by telephone.
A. Direct marketing
B. Multilevel marketing
C. Wholesaling
D. Telemarketing
D. Telemarketing
In terms of total advertising dollars spent, the number one medium is
A. television
B. newspapers
C. digital
D. radio
C. digital
__________ is the process of identifying factors that can affect marketing success.
A. Environmental scanning
B. Target marketing
C. Niche marketing
D. Segmentation analysis
A. Environmental scanning
Computers, copiers, and printers used by businesses would be classified as
A. installations
B. shopping goods
C. specialty goods
D. accessory equipment
D. accessory equipment
Mall owners like to have __________ located along the walkways of malls, because they create a marketplace-type feel.
A. banks
B. vending machines
C. kiosks
D. minimarts
C. kiosks
In evaluating the best advertising medium to reach a specific target market the clear choice is
A. direct mail.
B. network television.
C. cable television.
D. newspapers.
A. direct mail.
The two major types of markets are the
A. primary market and the secondary market.
B. B2B market and the C2C market.
C. target market and the niche market.
D. consumer market and the B2B market.
D. consumer market and the B2B market.
Nonbranded products that sell below the price of national brands, have very basic packaging, and no advertising are:
A. universal goods.
B. generic goods.
C. distributor brands.
D. house brands.
B. generic goods.
In __________, salespeople are independent contractors who not only sell the product, but also recruit salespeople.
A. telemarketing
B. multilevel marketing
C. hierarchical marketing
D. retail sales
B. multilevel marketing
Which term refers to the practice of paying to have a product appear favorably in a television show or movie?
A. interactive promotion
B. brand association
C. market recognition
D. product placement
D. product placement
What refers to the process of dividing the total market into several groups with similar characteristics?
A. market differentiation
B. market segmentation
C. market determinants
D. market partitioning
B. market segmentation
Restaurants, like other businesses, often find that the best way to succeed in the market is to
A. listen to customers and adapt products to their needs.
B. create a product for which they could charge an exceptionally high price.
C. create a winning combination of advertising and personal selling.
D. open more stores in a single year than other food-service operators.
A. listen to customers and adapt products to their needs.
Direct mail, telemarketing, and catalog sales are all common examples of
A. direct marketing.
B. multilevel marketing.
C. downline selling.
D. direct selling.
A. direct marketing.
The combination of advertising, personal selling, public relations, and sales promotion traditionally used is its:
A. marketing communications system.
B. supply chain.
C. promotion mix.
D. focus group.
C. promotion mix.
A firm that uses __________ segmentation divides a market into groups based on values, attitudes, or interests.
A. demographic
B. psychographic
C. normative
D. benefit
B. psychographic
The __________ is a theoretical model that describes the sales and profit performance of a product class over time.
A. marketing template
B. market stages model
C. consumer decision-making process
D. product life cycle
D. product life cycle
A(n) __________ sells merchandise that may have flaws or discontinued directly from the manufacturer at a discount.
A. department store
B. specialty store
C. discount store
D. outlet store
D. outlet store
Advertisers like online advertising because
A. they do not need to customize the ads for a particular target group.
B. they are able to see how many people have viewed their advertisement.
C. it is impossible to ignore or avoid.
D. it is free.
B. they are able to see how many people have viewed their advertisement.
Marketers define a __________ as any physical good, service, or idea that satisfies a want or need.
A. product
B. value
C. benefit
D. concept
A. product
The combination of all the factors consumers evaluate when deciding whether or not to buy a good or service is called a
A. product differentiation.
B. product mix.
C. marketing product package.
D. total product offer.
D. total product offer.
__________ deals with moving finished products and information to business buyers and ultimate consumers.
A. Inbound logistics
B. Wholesale distribution
C. Franchising
D. Outbound logistics
D. Outbound logistics
Future promotional efforts will likely be
A. targeted at larger audiences.
B. less interactive and more persuasive.
C. similar to promotional efforts today.
D. custom-designed to reach smaller audiences.
D. custom-designed to reach smaller audiences.
A __________ is a word, letter, or group that differentiate the goods and services of a seller from those of competitors
A. brand name
B. product designation
C. benefit
D. niche
A. brand name
One popular pricing objective is to
A. increase sales.
B. increase brand awareness.
C. fix prices among competitors.
D. achieve less market share.
A. increase sales.
Currently, in the United States the greatest volume of goods and services is shipped by
A. trucks and vans.
B. pipelines.
C. rail.
D. water.
C. rail.
Compared to advertising, publicity offers the advantage of greater
A. believability
B. flexibility
C. continuity
D. responsibility
A. believability
What is a marketing strategy in which the focus is on small but profitable market segments?
A. micro targeting
B. one-to-one
C. niche marketing
D. narrowcast marketing
C. niche marketing
__________ costs are those costs that change as the level of production changes.
A. Fixed
B. Mixed
C. Variable
D. Set
C. Variable
__________ warehouses are used to hold products for a relatively long time.
A. Public
B. Storage
C. Seasonal
D. Distribution
B. Storage
__________ refers to such tactics as paying people to say good things about a product online.
A. Demographic analysis
B. Trade show advertising
C. Viral marketing
D. Direct mail
C. Viral marketing
Firms that have adopted __________ seek to learn as much as possible about their customers.
A. nonprofit marketing
B. customer relationship management
C. management by objectives
D. the marketing mix
B. customer relationship management
What occurs at the break-even point?
A. profits are maximized
B. variable costs are equal to total fixed costs
C. target profit is achieved
D. total revenue is equal to total cost
B. variable costs are equal to total fixed costs
A(n) __________ distribution strategy distributes a product through only a preferred group of retailers in a given area.
A. selective
B. intensive
C. exclusive
D. restrictive
A. selective
What represents the primary purpose of a firm using institutional advertising?
A. creates a positive image for the firm
B. full coverage of local markets
C. high visibility of a specifically targeted message
D. reduces cost
A. creates a positive image for the firm
These Kahoots have been
A. fun.
B. hard.
C. inspirational.
D. a PITA.
A. fun.
B. hard.
C. inspirational.
D. a PITA.