Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
100
________ is a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences. A) Integrated marketing communications (IMC) B) A push strategy C) A pull strategy D) Database marketing E) Experiential marketing
What is A) Integrated marketing communications (IMC)
100
________ are messages that champion an issue or promote not-for-profit organizations that serve society in some way. A) Advocacy advertisements B) Product advertisements C) Public service advertisements D) Institutional advertisements E) Brand advertisements
What is C) Public service advertisements
100
Which of the following is NOT a closing approach for a salesperson? A) a last objection close B) a bridge close C) a standing-room-only close D) a buy-now close E) an assumptive close
What is B) a bridge close
100
Which of the following is the series of firms or individuals that facilitate(s) the movement of a product from the producer to the final customers? A) the industrial network B) the retailer chain C) the multilevel network D) the channel of distribution E) the conventional marketing system
What is D) the channel of distribution
100
In the ________ stage of the retail life cycle, the retailer often is an aggressive entrepreneur who takes a unique approach to doing business by creating a differential advantage, such as competing on the basis of low price, offering a distinctive assortment, or using a different way to distribute products. A) expansion B) introduction C) extension D) maturity E) growth
What is B) introduction
200
With which type of marketing communication does the marketer have the lowest level of control over the message? A) word-of-mouth communication B) advertising C) public relations D) direct marketing E) personal selling
What is A) word-of-mouth communication
200
Brand placement in video games is referred to as ________. A) place-based advertising B) augmented reality C) captive advertising D) mobile advertising E) advergaming
What is E) advergaming
200
________ attempts to influence consumers while they are in the store by catching their attention with signs and showcased merchandise. A) Brand placement B) An incentive program C) A promotional product D) A point of purchase display E) A trade show
What is D) A point of purchase display
200
Through a process of ________, traditional intermediaries are being eliminated as many companies question the value added by layers in the distribution channel. A) knowledge management B) disintermediation C) horizontal marketing D) vertical marketing E) hybrid marketing
What is B) disintermediation
200
Which of the following types of retailers place the most emphasis on salespeople assisting customers throughout the purchase process? A) limited-service retailers B) full-service retailers C) limited-service retailers D) discount retailers E) off-price retailers
What is B) full-service retailers
300
Which of the following were designed to allow users to alert their friends of their exact whereabouts via their mobile phones? A) virtual worlds B) geospatial platforms C) product review sites D) social networking sites E) avatars
What is B) geospatial platforms
300
Which of the following would a marketer use to track customers as they pass through the aisles of a retail outlet? A) RFID technology B) augmented reality technology C) permission-based marketing D) cookies E) digital signage
What is A) RFID technology
300
Which of the following is the most logical reason that many organizations rely heavily on personal selling? A) to make more efficient use of the promotional mix B) to quickly move a product to the maturity stage of the product life cycle C) to create consistent marketing communications D) to more effectively sell highly technical or very expensive products E) to decrease promotional expenditures
What is D) to more effectively sell highly technical or very expensive products
300
Burger King, Holiday Inn, Avis, and H&R Block tax service are all franchises, which means they are also members of a(n) ________ vertical marketing system (VMS). A) administered B) conventional C) corporate D) horizontal E) contractual
What is E) contractual
300
Retail stores are often classified on the breadth and depth of their merchandise assortment. The breadth of the merchandise is the number of different lines available. The merchandise breadth may be classified as ________ or ________. A) narrow; broad B) narrow; deep C) shallow; broad D) shallow; deep E) narrow; full
What is A) narrow; broad
400
Which of the following is true of virtual worlds? A) They are among the most popular product review sites. B) They are likely to replace Twitter. C) They are the most popular tool for stealth marketing campaigns. D) They are a booming marketplace for virtual goods paid for in actual money. E) They use "dashboards" so businesses can monitor the locations of avatars.
What is D) They are a booming marketplace for virtual goods paid for in actual money.
400
A newspaper article announced that VoiceStream Wireless, the nation's sixth-largest wireless carrier, was changing its name to T-Mobile and that to begin the makeover process it had replaced spokesperson Jamie Lee Curtis with Catherine Zeta-Jones. Of which element of the promotion mix is this an example? A) sales promotion B) advertising C) public relations D) personal selling E) product
What is C) public relations
400
________ has the highest cost per contact with each customer. A) Direct marketing B) Advertising C) Mass marketing D) Personal selling E) Public relations
What is D) Personal selling
400
Tiffany & Co jewelry can only be found in a limited number of intermediaries. This is an example of ________ distribution. A) exclusive B) intensive C) independent D) quality E) high-end
What is E) high-end
400
Which of the following is the best example of an anchor store? A) a freestanding store such as IKEA B) an upscale retailer such as Williams-Sonoma in a lifestyle center C) a department store such as Macy's in a shopping center D) a kiosk selling perfume or jewelry in a shopping center E) a small restaurant in a strip center
What is C) a department store such as Macy's in a shopping center
500
Which method of setting an advertising budget is based on analyzing competitors' spending? A) the percentage-of-sales method B) the top-down method C) the bottom-up method D) the objective-task method E) the competitive-parity method
What is E) the competitive-parity method
500
Which of the following is a strategy that involves a company "ambushing" consumers with promotional content in places consumers would typically not expect to see information about a product or service? A) sales promotion B) guerrilla marketing C) sponsorships D) internal PR E) crowdsourcing
What is B) guerrilla marketing
500
Which of the following is an example of a performance objective a sales manager might set for his sales force? A) Each salesperson must call on three new prospects each week. B) Each salesperson should belong to a community service organization. C) Each salesperson should have at least $400,000 in net sales annually. D) Each salesperson must get at least one referral from each customer. E) Each salesperson must make a follow-up call within 48 hours of a sale.
What is C) Each salesperson should have at least $400,000 in net sales annually.
500
Through the use of ________, a company is able to know exactly where a product is located within the distribution channel. A) ERP B) RFID C) PRM D) VMS E) JIT
What is B) RFID
500
Josh purchased a new tie from an upscale men's clothing store to impress the managers he would meet at an important job interview. The day after the job interview, Josh returned the tie to the store for a full refund. This is an example of ________. A) buyer's remorse B) "sweethearting" C) retail borrowing D) shoplifting E) pyramid scheming
What is C) retail borrowing
M
e
n
u