Marketing
Pricing
Distribution
Promotion #1
Promotion #2
100
Firms that have adopted _________ seek to do more than simply sell a product; they seek to learn as much as possible about their customers in order to satisfy them with goods and services over time. A. nonprofit marketing B. customer relationship management C. management by objectives D. the marketing mix
What is B. customer relationship management
100
Successful product differentiation: A. of consumer goods is determined exclusively by price. B. can be based on either real or perceived differences in products. C. is prohibited if it restricts price competition and market access. D. is less important due to the growth of the Internet.
What is B. can be based on either real or perceived differences in products.
100
A(n) ____________ consists of the marketing intermediaries that transport and store goods as they move through their path from producer to final user. A. channel of distribution B. marketing network C. input-output matrix D. mode of distribution
What is A. channel of distribution
100
________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy. A. A market unification plan B. Integrated marketing communication C. A push promotional program D. A target coordination program
What is B. Integrated marketing communication
100
A promotional campaign begins by: A. identifying a target market. B. defining the objectives for each element of the promotion mix. C. determining a promotional budget. D. developing a unifying message.
What is A. identifying a target market.
200
A firm's marketing mix refers to the combination of: A. goods the firm offers to different market segments. B. advertising media the firm utilizes to promote its products. C. strategies regarding product, price, place, and promotion. D. people directly involved in making marketing decisions.
What is C. strategies regarding product, price, place, and promotion.
200
Which of the following products would normally be classified as a shopping good or service? A. laptop computers B. newspapers C. fur coats D. chewing gum
What is A. laptop computers
200
Marketing intermediaries: A. are unlikely to survive in a competitive global economy. B. have survived because they can often perform marketing functions faster and at lower cost than producers. C. create value, but this value is seldom great enough to justify the added cost they charge for their services. D. tend to increase the number of exchange relationships producers and consumers must deal with in order to buy and sell goods.
What is B. have survived because they can often perform marketing functions faster and at lower cost than producers.
200
_________ refers to any paid, non-personal communication through various media by organizations and individuals who are in some way identified in the message. A. Publicity B. Promotion C. Public relations D. Advertising
What is D. Advertising
200
In terms of total dollars spent, the number one and two advertising media are: A. broadcast and cable television along with direct mail. B. the Internet and television. C. television and newspapers. D. newspapers and radio.
What is A. broadcast and cable television along with direct mail.
300
Which of the following describes a word, letter, or group of words or letters that differentiate the goods and services of a seller from those of competitors? A. brand name B. product designation C. prototype name D. generic name
What is A. brand name
300
Today, packaging is: A. the least important component of the marketing mix. B. assuming an increasingly important role in the promotion of products. C. exclusively intended to protect the product from damage. D. the most expensive component of the production process.
What is B. assuming an increasingly important role in the promotion of products.
300
The primary difference between retailers and wholesalers is that: A. retailers sell consumer goods, while wholesalers sell industrial goods. B. retailers operate in local areas, while wholesalers operate over a wide geographic area. C. retailers sell to final consumers, while wholesalers sell to other organizations, such as retailers or manufacturers. D. retailers have sales of less than $100 million, while wholesalers have sales of $100 million or more.
What is C. retailers sell to final consumers, while wholesalers sell to other organizations, such as retailers or manufacturers.
300
__________ changes the relationship between buyers and sellers from a monologue to a dialogue in which information is shared to create mutually beneficial exchanges. A. Advertising B. A push strategy C. Interactive promotion D. Public relations
What is C. Interactive promotion
300
The evidence supports the position that promotional efforts specifically designed for individual countries produce: A. less sales and profits than a global promotional strategy. B. better results than a global promotional strategy. C. higher overall costs than a global promotional strategy. D. superior results only when the product is also produced in each country.
What is B. better results than a global promotional strategy.
400
A firm gathers ___________ data by conducting surveys, interviewing customers, or mailing out questionnaires. A. primary B. secondary C. non-referenced D. unbiased
What is A. primary
400
Non-branded products that sell below the price of national brands, have very basic packaging, and are backed with little or no advertising are called: A. universal goods. B. distributor brands. C. house brands. D. generic goods.
What is D. generic goods.
400
__________ utility is usually provided by producers rather than marketers. A. Possession B. Time C. Place D. Form
What is D. Form
400
Which of the following is required to build meaningful relationships with customers? A. Giving consumers access to limited information B. Tracking customer purchases C. "Promoting to" rather than "working with" customers D. Offering full-service purchases over their cell phones
What is B. Tracking customer purchases
400
The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as: A. publicity. B. public relations. C. every day low prices. D. sales promotion.
What is D. sales promotion.
500
The two major types of markets are the: A. primary market and the secondary market. B. B2B market and the C2C market. C. consumer market and the business-to-business market. D. target market and the niche market.
What is C. consumer market and the business-to-business market.
500
___________ is the stage of new product development that involves promoting a product to distributors, and developing advertising and sales campaigns in order to generate and maintain consumer interest. A. Commercialization B. Brand identification C. Product differentiation D. Merchandising
What is A. Commercialization
500
Unlike merchant wholesalers, ___________ never actually own the goods they help to distribute. A. rack jobbers B. retailers C. cash-and-carry wholesalers D. agents and brokers
What is D. agents and brokers
500
The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a: A. pull strategy. B. segmentation strategy. C. push strategy. D. product placement strategy.
What is A. pull strategy.
500
The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a: A. pull strategy. B. segmentation strategy. C. push strategy. D. product placement strategy.
What is C. push strategy.
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