MKBU EXAM #2 (v.03)

CHAPTER 13

100

Which of these activities is NOT a function performed by wholesalers?

A.Financing products

B.Transportation of goods and services

C.Buying and assortment building

D.Risk bearing

E.Selling direct to consumers

Selling direct to consumers

200

Walmart, Target, Macy's, and other major retailers offer handy ________ that pull customers to both their websites and stores.

A.product information

B.channels

C.platforms

D.mobile apps

E.in-store shopping

mobile apps

300

A discount store (for example, Target, Kohl's, or Walmart) sells standard merchandise at lower prices. To do this, discount stores accept which of the following two conditions?

A.Higher margins and selling lower volume

B.Lower margins and selling lower volume

C.Operating at a loss and selling higher volume

D.Lower margins and selling higher volume

E.Selling higher volume and having inefficient operations

Lower margins and selling higher volume

400

Which wholesaler channel function helps reduce inventory holding costs and the risks of suppliers and customers?

A.Buying and assortment building

B.Warehousing

C.Risk bearing

D.Transportation

E.Financing

Warehousing

500

Which of the following statements is NOT correct regarding wholesaling?

A.Price is a critical wholesale decision.

B.Like retailers, wholesalers make decisions regarding their marketing mix.

C.Traditionally, many wholesalers have not been promotion minded.

D.Modern wholesalers feel the need for even greater efficiency.

E.Wholesalers do not need to segment their markets.

Wholesalers do not need to segment their markets.

CHAPTER 14

100

What is the first step in developing effective marketing communications?

A.Collect feedback.

B.Design the message.

C.Select the media.

D.Determine the communication objectives.

E.Identify the target audience.

Identify the target audience.

200

The five As of the customer journey are ________.

A.awareness, appeal, ask, act, and advocacy

B.awareness, appeal, ask, assign, and advocacy

C.awareness, allure, ask, assign, and advocacy

D.agreement, appeal, ask, act, and advocacy

E.attractiveness, appeal, ask, assign, and advocacy

awareness, appeal, ask, act, and advocacy

300

__________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service.

A.Public relations

B.Personal selling

C.Direct and digital marketing

D.Sales promotion

E.Advertising

Sales promotion

400

Which promotional tool is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor?

A.Personal selling

B.Sales promotion

C.Advertising

D.Direct and digital marketing

E.Public relations

Advertising

500

Which of the following is NOT part of the changing marketing communications landscape?

A.Digital and social media have provided new communication tools.

B.Consumers are better informed.

C.Marketing strategies are changing.

D.Marketers are shifting towards mass marketing.

E.Consumers are more communications-empowered.

Marketers are shifting towards mass marketing.

CHAPTER 15

100

Which of these is NOT one of the major media types?

A.Television

B.Radio

C.Newspapers

D.Digital, mobile, and social media

E.Celebrity endorsement

Celebrity endorsement

200

he percentage of people in the target market who are exposed to an ad in a given time period is called ________, while the number of times the average person in the target audience is exposed is called ________.

A.frequency; reach

B.reach; frequency

C.engagement; reach

D.frequency; impact

E.reach; impact

reach; frequency

300

Which public relations function involves building and maintaining national or local community relationships?

A.Development

B.Lobbying

C.Investor relations

D.Press relations

E.Public affairs

Public affairs

400

What are the two major elements of advertising strategy?

A.Creating messages and selecting media

B.Setting objectives and using free publicity

C.Setting objectives and creating messages

D.Creating messages and setting the budget

E.Selecting media and setting objectives

Creating messages and selecting media

500

Which of the following statements about setting an advertising budget is correct?

A.Mature brands usually require higher advertising budgets.

B.Brands in a market with many competitors and high advertising clutter usually require less advertising.

C.The advertising budget does not change over a product's life cycle.

D.Undifferentiated brands do not require advertising to set them apart.

E.New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.

New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.

CHAPTER 16

100

In complex selling situations, personal selling can be more effective than advertising because it is ________.

A.nonpersonal

B.designed to reach large groups of consumers

C.interpersonal

D.used only for face-to-face customer interactions

E.less engaging than advertising

interpersonal

200

A ________ is a standard that states the amount a salesperson should sell and how sales should be divided among the company's products.

A.time-and-duty analysis

B.sales force automation system

C.call report

D.sales quota

E.workload approach

sales quota

300

What are the seven steps in the selling process in their correct order?

A.Prospecting and qualifying, pre-approach, approach, presentation and demonstration, closing, handling objections and follow-up.

B.Prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, and follow-up.

C.Prospecting and qualifying, pre-approach, presentation and demonstration, handling objections, approach, closing, and follow-up.

D.Prospecting and qualifying, pre-approach, approach, handling objections, presentation and demonstration, closing, and follow-up.

E.Pre-approach, prospecting and qualifying, approach, presentation and demonstration, handling objections, closing, and follow-up.

Prospecting and qualifying, pre-approach, approach, presentation and demonstration, handling objections, closing, and follow-up.

400

What action(s) can a company take in order to bring marketing and sales functions together?

A.Develop separate reward systems for sales and marketing people.

B.Appoint outside consultants to oversee the marketing and sales functions.

C.Let brand managers tag along on sales calls.

D.Develop different objectives for sales and marketing people.

E.Decrease communication between the two groups.

Let brand managers tag along on sales calls.

500

What are the six steps in the sales force management process in their correcr order?

A.Design sales force strategy and structure, recruit and select salespeople, train salespeople, compensate salespeople, supervise salespeople, and evaluate salespeople.

B.Design sales force strategy and structure, recruit and select salespeople, train salespeople, supervise salespeople, evaluate salespeople, and compensate salespeople.

C.Design sales force strategy and structure, train salespeople, recruit and select salespeople, compensate salespeople, supervise salespeople, and evaluate salespeople.

D.Design sales force strategy and structure, recruit and select salespeople, train salespeople, compensate salespeople, evaluate salespeople, and supervise salespeople.

E.Recruit and select salespeople, train salespeople, design sales force strategy and structure, compensate salespeople, supervise salespeople, and evaluate salespeople.

Design sales force strategy and structure, recruit and select salespeople, train salespeople, compensate salespeople, supervise salespeople, and evaluate salespeople.