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300 Cards in this Set
- Front
- Back
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These employees are well-educated, well-trained professionals who work to build and maintain long-term customer relationships by listening to their customers, assessing customer needs, and organizing the company's efforts to solve customer problems. Who are these employees a. district managers b. sales consultants c. salespeople d. account development reps e. all of the above |
c. salespeople |
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Which of the following communication and promotion tools involves direct connections with customers aimed toward building customer-unique value and lasting relationships? a. personal selling b. advertising c. E-commerce d. publicity e. public relations
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e. public relations |
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Of the following, which is the LEAST creative sales position? a. order taker b. order getter c. account executive d. account development rep e. agent |
a. order taker |
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A(n) ______ is an individual acting for a company by performing one or more of the following activities; prospecting, communicating, servicing, and information gathering. a. manager b. executive c. support person d. salesperson e. consultant |
d. salesperson |
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_____ involves two-way, personal communication between salespeople and individual customers--whether face-to-face, by telephone, through video or Web conference, or by other means. a. advertising b. persuasive selling c. personal selling d. integrated marketing communication e. direct marketing |
c. personal selling |
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Who do members of a sales force typically serve? a. they represent the company to customers b. they represent the company to investors c. they represent the customer to the company d. A and C e. all of the aboce |
d. A and C |
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Which of the following steps is a company least likely to take to help bring its marketing and sales functions closer together? a. arrange for joint meetings b. create joint assignments c. recognize sales and marketing as a separate function d. develop joint reward systems e. appoint marketing-sales liaisons |
c. recognize sales and marketing as separate functions |
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What is the role of a chief revenue, or chief customer, officer? a. to oversee sales b. to oversee marketing c. to oversee both marketing and sales d. to represent customers to the company e. to represent the company to customers |
c. to oversee both marketing and sales |
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When a firm sets out to analyze, plan, implement, and control sales force activities through sales force management, it is undertaking ______. a. sales territories b. sales force management c. team selling efforts d. co-op selling and advertising e. promotional objectives |
b. sales force management |
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Of the three typical types of sales force structures, which one is often supported by many levels of sales management positions in specific geographical areas? a. territorial b. product c. customer d. complex systems e. A and B |
a. territorial |
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Which of the following is NOT an advantage of a territorial sales forces structure? a. travel expenses can be minimized b. each salesperson's job is clearly defined c. salespeople have the opportunity and incentive to build strong relationships with customers d. salespeople develop in-depth knowledge of a product line e. accountability is clearly defined for each salesperson
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d. salespeople develop in-depth knowledge of a product line |
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Which of the following is NOT a disadvantage of a product sales force structure? a. extra selling costs involved with multiple sales visits from separate divisions b. overlapping use of resources with big customers c. salespeople spending time to see the same customer' purchasing agents d. increased customer delivery time e. B and C |
d. increased customer delivery time |
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After a company has determined its sales force structure, it is ready to determine what kind of _____ it needs. a. team structure b. sales force size c. marketing-sales liaison d. sales force training e. compensation package |
b. sales force size |
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What do many companies use to set sales force size? a. the workload approach b. product availability c. demographic characteristics of the sales force d. established sales quotes e. profit margin |
a. the workload approach |
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Members of a company's _____ travel to call on customers in the field. a. outside sales force b. insider sales force c. complex sales force d. customer sales force e. product sales force |
outside sales force |
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Members of a company's _____ conduct business from their offices through the telephone, the Internet, or visits from customers a. outside sales force b. inside sales force c. complex sales force d. customer sales force e. product sales force |
b. inside sales force |
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To reduce time demands on their outside sales forces, many companies have increased the size of their inside sales forces, which include technical support people, sales assistants, and _____. a. order takers b. order getters c. telemarketers d. administrative assistants e. secretaries |
c. telemarketers |
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Which activity is NOT typical for a sales assistant? a. call ahead and confirm appointments b. provide technical support c. complete administrative tasks d. follow up on deliveries e. answer customers' questions |
b. provide technical support |
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Which of the following is the growing trend of using a group of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts? a. department selling b. multiple selling c. team selling d. management-controlled selling e. simultaneous selling |
c. team selling |
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In many cases today, a major reason to adopt team selling stems from changes in _____. a. customers' buying organizations b. competition c. rising costs d. fewer skilled salespeople e. technological capabilities |
a. customers' buying organizations |
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Which of the following is NOT a pitfall or disadvantage of team selling? a. selling teams can confuse or overwhelm consumers b. individual salespeople may have trouble learning to work with and trust other c. in the long run, team selling ties up more time and increases overall costs d. difficulties in evaluating individual contributions to the team selling effort can create some sticky compensation issues e. salespeople have been trained to excel in individual performance |
c. in the long run, team selling ties up more time and increases overall costs |
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Of the following, which is the most necessary ingredient for any successful sales force organization? a. the recruitment and selection of good salespeople b. current and relevant customer research data c. relevant and extensive sales training d. sales managers who work with their people e. reliable technical support
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a. the recruitment and selection of good salespeople |
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All of the following are problems associated with the poor selection of salespeople EXCEPT which one? a. lower sales b. costly turnover c. less productivity d. less office support e. disrupted customer relationships |
d. less office support |
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According to research, which of the following is one of the four key talents a successful salesperson should possess? a. patience b. disciplined work posses c. creativity d. technological know-how e. understanding of many cultures |
b. disciplined work style |
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A salesperson's motivation and discipline mean little unless they result in _____. a. efficient use of time and completed call reports b. excellent performance as a team member c. deeper product and customer knowledge d.closing more sales and building better customer relationships e. meeting more clients and making more presentations |
d. closing more sales and building better customer relationships |
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Sales applicants are typically NOT tested for ____. a. sales aptitude b. organizational skills c. accounting skills d. analytical skills e. personality traits |
c. accounting skills |
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Why are many companies using e-learning to conduct sales training programs? a. people are more motivated by e-learning b. the company's objectives are more easily conveyed through e-learning c. e-learning allows for more customer feedback d. e-learning cuts training costs e. e-learning is the best way to simulate sales calls |
d. e-learning cuts training costs |
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A salesperson's compensation plan is typically made up of several elements -- a fixed amount, ____, expenses, and fringe benefits. a. bonuses b. retirement c. a variable amount d. non-monetary rewards e. recognition |
c. a variable amount |
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Which of the following is NOT one of the 4 basic types of compensation plans? a. straight commission b. straight salary c. salary and commission d. commission plus bonus e. salary plus bonus |
d. commission plus bonus |
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Through sales management supervision, salespeople are helped to _______. a. "work smart" b. "work hard" c. "work together" d. "work creatively" e. "work quickly" |
b. "work hard" |
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Through sales management motivations, salespeople are helped to _____. a. "work smart" b. "work hard" c. "work together" d. "work creatively" e. "work quickly" |
b. "work hard" |
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Which sales management tool shows a salesperson which customers and prospects to see during the next 12 months, as well as which activities to carry out? a. time-and-duty analysis b. sales force automation systems c. annual call plan d. sales quota plan e. positive incentives plan |
c. annual call plan |
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Companies are always looking for ways to increase selling time. All of the following are ways to save time to accomplish this goal EXCEPT which one? a. use phones instead of traveling b. simplify record keeping c. find better call and routing plans d. reduce the number of customers each sales rep should see e. increase the number of customers each sales rep should see |
d. reduce the number of customers each sales rep should see |
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The fastest-growing sales force technology tool is _____. a. the cell phone b. the laptop computer c. e-mail d. the Internet e. the U.S. mail |
d. the Internet |
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Which of the following is an advantage created by the use of a sales force automation system? a. the cost of training the sale force is less expensive b. the sales force is more motivated to acquire new customers c. there is less need for an inside sales force d. salespeople can develop a stronger organizational climate e. salespeople can more effectively and efficiently schedule sales calls and make presentations |
e. salespeople can more effectively and efficiently schedule sales calls and make presentations |
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Which of the following is NOT a part of sales force automation systems frequently used by salespeople? a. customer-contact and relationship management software b.time-and-duty analysis software c. smart phones d. laptop computers e. Webcams for videoconferenceing |
b. time-and-duty analysis software |
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Three common techniques sales managers use to boost sales force morale include the organizational climate, sales quota, and positive ______. a. incentives b. thinking c. meetings d. vocabularies and mannerisms e. teamwork |
a. incentives |
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Your sales force is able to easily assess their opportunities within the firm. This feeling descries your firm's _____. a. prospecting b. organizational climate c. workload approach d. technical support e. sales structure |
b. organizational climate |
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Which of the following is a potential drawback of using Web-based technologies to make sales presentations and service accounts? a. salespeople have to invest more time in preparing for this type of interaction with customers b. the cost of the technology outweighs any savings gained in eliminating the need for travel c. the systems can intimidate some clients and salespeople, making them uncomfortable with the process d. customers are not as likely to share their concerns via Web conferences e. customers are less likely to use such technologies in their own businesses |
c. the systems can intimidate some clients and salespeople, making them uncomfortable with the process |
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Management sets standards that state the amount each salesperson should sell and how sales should be divided among the company's products with ______. a. sales goals b. company quotas c. sales quotas d. sales incentives e. sales contests |
c. sales quotas |
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A salesperson's _____ is often related to how well he or she meets a set quota. a. time-and-duty analysis b. compensation c. call report d. organizational climate e. prospecting |
b. compensation |
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Which of the following is an example of a positive incentive that management might use to motivate the sales force? a. organizational climate b. weekly call plans c. expense reports d. sales meetings e. return on sales investment |
d. sales meetings |
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Of the following tools that are commonly used, which one is the most important for management to use in evaluating salespeople? a. call reports b. sales reports c. expense reports d. sales quota reports e. customer feedback reports |
b. sales reports |
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A ______ is a salesperson's write-up of his or her completed sales activity. a. call plan b. call report c. sales report d. sakes quota e. time-and-duty analysis |
b. call report |
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The selling process consists of several steps that the salesperson must master, focusing on the goals of ____ and ____ from them. a. closing sales; getting orders b. getting new customers; obtaining service ideas c. getting new customers; obtaining orders d. overcoming objections; obtaining orders e. managing old customers; obtaining orders |
c. getting new customers; obtaining orders |
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The first step in the selling process is _____. a. preapproach b. prospecting c. approach d. presentation e. demonstration |
b. prospecting |
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Prospecting is the step in the selling process in which the salesperson ____. a. meets the customer for the first time b. learns as much as possible about a prospective customer before making a sales call c. identifies qualified potential customers d. tells the product's "value story" to the customer e. clarifies and overcomes customer objections to buying |
c. identifies qualified potential customers |
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The step that follows preapproach in the selling process is _______. a. presentation b. demonstration c. handling objections d. approach e. qualifiying |
d. approach |
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The prospecting step in the selling process includes identifying and ____ they prospects. a. calling on b. qualifying c. preselling d. making an appointment with e. approaching |
b. qualifying |
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Which of the following is the LEAST relevant characteristic that a salesperson should consider when qualifying a prospect? a. financial ability b. longevity in the market c. special needs d. location e. volume of business |
b. longevity in the market |
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The salesperson meets the customer for the first time in the ____ step of the selling process. a. prospecting b. qualifying c. preapproach d. approach e. presentation
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d. approach |
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Which type of salesperson fits best with today's relationship marketing focus and solutions approach? a. hard-sell salesperson b. problem-solver salesperson c. razzle-dazzle salesperson d. salesperson on salary and not on commission e. salesperson on commission and not on salary |
b. problem-solver salesperson |
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The qualities that buyers like MOST in salespeople include empathy, honesty, dependability, thoroughness, follow-through, and _____. a. good listening b. good presenting c. sympathy d. caring e. candor |
a. good listening |
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The qualities buyers' dislike most in salespeople include all EXCEPT which of the following a. being pushy b. being deceitful c. being too early for an appointment d. being unprepared e. being disorganized |
c. being too early for an appointment |
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Salespeople can now take advantage of technologies such as CDs, DVDs, handheld computers, and laptop computers to enhance the ____ step of the selling process. a. prospecting b. preapproach c. presentation and demonstration d. closing e. follow-up |
c. presentation and demonstration |
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A salesperson should seek out hidden objections, ask the buyer to clarify any objections, take objections as opportunities to provide more information, and ______. a. turn the objections into humor b. seek to minimize or play down the objections up c. compliment the buyer for bringing the objections up d. turn the objections into reasons for buying e. move on to closing the sale |
d. turn the objections into reasons for buying |
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The step of ____ is difficult for some salespeople because they lack confidence, fell guilty about asking for an order, or may not recognize the right time to ask for an order. a. approaching the prospect b. making a professional presentation c. handling objections d. closing the sale e. following up |
d. closing the sale |
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Salespeople should be trained in recognizing ____ signals from the buyer, which can include physical actions such as leaning forward and nodding or questions about prices and credit terms a. qualifying b. approach c. objection d. closing e. follow-up |
d. closing |
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Which step in the sales process is key if the salesperson wants to ensure customer satisfaction and repeat business? a. proper approach b. professional presentation c. handling objections well d. follow-up e. qualifying prospects |
d. follow-up |
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As described in your text, the seven steps of the selling process are all _____ oriented. a. transaction b. product c. customer d. realtionship e. profit |
a. transaction |
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____ consists of short-term incentives to encourage the purchase or sale of a product or service. This offers reasons to buy it now. a. a patronage reward b. a segmented promotion c. advertising d. sales promotion e. publicity |
d. sales promotion |
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Sales promotions can be targeted al BUT which of the following? a. final buyers b. retailers c. business customers d. members of the sales force e. investors |
e. investors |
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Pressure to increase current sales, less differentiated brands, declining advertising efficiency, and increasingly deal-oriented customers are all factors contributing to the ______. a. growth of personal selling b. decline of personal selling c. growth of sales promotion d. decline of sales promotion e. decline of customer relationships |
c. growth of sales promotion |
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The growing use of sales promotion has resulted in _____. a. advertising specialty b. promotion clutter. c. promotion objective d. advertising clutter e. promotion fatigue |
b. promotion clutter |
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Consumer promotions are usually used together with ______. a. advertisements b. personal selling c. trade promotions d. sales force promotions e. event marketing |
a. advertisements |
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What is NOT an objective for trade promotions? a. to get retailers to carry new items and more inventory b. to get retailers to advertise the product c. to gain more shelf space d. to get salespeople to sign up new accounts e. to get retailers to buy earlier |
d. to get salespeople to sign up new accounts |
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In general, rather than creating only short-term sales or temporary brand switching, ______ should help to reinforce the product's position and build long-term customer relationships. a. sale promotions b. promotion clutter c. samples d. trade promotions e. publicity |
a. sales promotions |
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Of the main consumer promotion tools, which is the most effective for introducing a new product or creating excitement for an existing one? a. coupons b. sampling c. cash refunds d. advertising e. rebates |
b. sampling |
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Of the main consumer promotion tools, which is the most costly? a. coupons b. sampling c. cash refunds d. advertising e. billboards |
b. sampling |
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____ offer consumers saving off the regular price of a product, with the reduced price marked by the producer directly on the label or package. a. advertising objectives b. patronage rewards c. price packs d. samples e. rebates |
c. price packs |
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____ are goods offered either free or a low cost as an incentive to buy a product. a. rebates b. patronage rewards c. price packs d. cash refund offers e. point-of-purchase promotions
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b. premiums |
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A(n) _____ has the advertiser's name on it and is given as a gift to consumers. a. advertising objective b. coupon c. advertising specialty d. price pack e. badge |
c. advertising specialty |
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Manufacturers may offer a(n) ____ in return the retailer's agreement to feature the manufacturer's products in some way. a. POP promotion b. allowance c. incentive promotion d. price pack e. premium |
b. allowance |
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Manufacturers direct more sales dollars toward _____ than to _____. a. consumers; retailers b. customers; wholesalers c. retailers and wholesalers; consumers d. mature consumers; teenagers e. retailers; wholesalers |
c. retailers and wholesalers; consumers |
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Business promotion tools are used for all the following EXCEPT to ____. a. generate business leads b. stimulate purchases c. reward customers d. generate more manufacturers e. motivate salespeople |
d. generate more manufacturers |
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What are the two goals of direct marketing? a. to identify a potential customer and obtain an immediate response b. to obtain an immediate response and to facilitate a purchase c. to obtain an immediate response and build a lasting customer relationship d. to provide information and build a lasting customer relationship e. to save marketing dollars and facilitate a purchase |
c. to obtain an immediate response and build a lasting customer relationship |
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Today, direct marketing relies heavily on database technologies and the Internet. Early direct marketers primarily used direct mailers, telemarketing, and ____. a. door-to-door salespeople b. catalogs c. C.O.D. delivery d. e-mail e. inside salespeople |
b. catalogs |
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Direct marketing is continuing to become more _____ oriented. a. television b. Web c. mail d. telephone e.personal selling |
b. Web |
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Which of the following is NOT one of the benefits for the buyer in direct marketing? a. access to a wealth of products b. access to comparative information c. convenience d. price e. privacy |
d. price |
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Which of the following is NOT one of the benefits for the seller in direct marketing? a. efficiency and speed in reaching their markets b. greater flexibility c. mass reach d. lower cost-per-contact e. the opportunity to build stronger customer relationships |
c. mass reach |
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Which of the following is an advantage of direct marketing for sellers? a. it eliminates the need for a sales force b. it avoids the expense of maintaining a store and the related costs of rent, insurance, and utilities c. it can give sellers access to buyers outside of their local markets d. it provide sellers with a wealth of comparative information about customers e. it gives marketers a great measure of control over interactions with customers |
c. it can give sellers access to buyers outside their local markets |
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Which of the following is necessary for direct marketing to be effective? a. an online presence b. a good customer database c. a well-trained sales force d. inbound telephone marketing e. use of new digital direct marketing technologies |
b. a good customer database |
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A comprehensive database is a tremendous tool for the direct marketer. It should contain geographic, demographic, psychographic, and ____ data. a. specific b. culturally oriented c. current and relevant d. behavioral e. sociological |
d. behavioral |
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Information about a customer's age, income, and family makeup would all be considered ____ in a customer database. a. demographics b. psychographics c. key contacts d. buying behaviors e. assessments |
a. demographics |
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Information about a customer's activities and interests would all be considered ___ in a customer database. a. demographics b. psychographics c. key contacts d. buying behaviors e. assessments |
b. psychographics |
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Which one of the following purposes is NOT a common use of a direct marketing database? a. identify prospective customers b. generate sales leads c. profile customers based on previous purchases d. gather marketing intelligence about competitors e. build long-term customer relationships |
d. gather marketing intelligence about competitors |
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Which of the following is a primary benefit to consumers from database marketing? a. more offers closely matched to their interests b. availability of name-brand images c. better prices d. faster service e. instant credit |
a. more offers closely matched to their interests |
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Which of the following is NOT a form of direct marketing? a. personal selling b. advertising c. telephone marketing d. direct-mail marketing e. kiosk marketing |
b. advertising |
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Which kind of marketing involves sending an offer, announcement, reminder, or other item to a person at a particular address? a. kiosk marketing b. digital marketing c. catalog marketing d. direct-mail marketing e. telephone marketing |
d. direct-mail marketing |
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Catalogs, brochures, CDs, and DVDs are all examples of which type of marketing? a. direct-response marketing b. direct-mail marketing c. digital direct marketing d. kiosk marketing e. online marketing |
b. direct-mail marketing |
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The use of which of the new forms of direct-mail marketing is booming? a. fax mail b. e-mail c. voice mail d. U.S. mail e. instant messages |
b. e-mail |
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Which of the following forms of direct marketing is LEAST likely to experience significant growth within the next few years? a. kiosk b. interactive TV c. mobile phone d. fax mail e. e-mail |
d. fax mail |
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Most companies that create print catalogs now also provide _____ catalogs. a. video b. email c. store d. Web-based e. personalized |
d. Web-based |
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Which of the following is an advantage of printed catalogs over digital catalogs? a. a stronger emotional connection with customers b. the ability to offer an almost unlimited amount of merchandise c. less competition for customer's attention d. efficiencies in production, printing, and mailing costs e. real-time merchandising |
a. a stronger emotional connection with customers |
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Using _____ telephone marketing, marketers sell directly to consumers. a. inbound b. outbound c. Do-Not-Call Registry d. opt-out e. business-to-business |
a. inbound |
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Which of the following is an advantage of a well-designed and targeted telemarketing plan? a. purchasing convenience b. emotional connections with customers c. real-time merchandising d. lower cost-per contact than direct mail e. an almost unlimited amount of merchandise can be made available |
a. purchasing convenience |
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Instead of making print catalogs obsolete, ______ has changed their role to that of a brand-building device. a. telephone marketing b. direct-mail marketing c. e-mail d. internet shopping e. direct-response television |
d. internet shopping |
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Which of the following has been limited in recent years by the implementation of the National Do-Not-Call Registry? a. telemarketing by nonprofit groups b. business-to-business telemarketing c. unsolicited outbound telephone marketing by businesses d. inbound telephone marketing e. telemarketing by politicianns |
c. unsolicited outbound telephone marketing by businesses |
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Which of the following is the most accurate name for a 30-minute television advertising program marketing a single product? a. direct response TV advertisement b. infomercial c. home shopping channel d. integrated marketing e. direct-response commercial |
b. infomercial |
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What are two major forms of direct-response television marketing? a. direct-response television advertising and infomercials b. home-selling and toll-free response c. home television response and attention commercials d. call-in response and web-site response e.home shopping channels and vodcasts |
a. direct-response television advertising and infomercials |
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Direct-response advertisements always contain _____, making it easier for marketers to gauge the effectiveness of their sales pitches. a. a mailing address for comments b. a 1-800 number or Web address c. a hit button to record the number of viewers d. an order number e. pop-ups |
b. a 1-800 number or Web address |
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Why have direct-response television commercials seen an increase in popularity in recent years? a. it has become simpler to replicate the success of direct-response TV ads that introduced items such as the Veg-O-Matic and the Beef Jerky Machine b. traditional broadcast and cable advertising has become prohibitively expensive for many mid-sized companies c. return on advertising investment can be easily measured d. the popularity of home shopping channels has lend direct-response commercials more credibility e. consumers are more likely to respond to this type of marketing than to other forms of direct marketing |
c. return on advertising investment can be easily measured |
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A television program or entire channel dedicated to selling goods and services is known as a(n) __. a. direct-response television advertisement b. home shopping channel c. infomercial d. Home Shopping Network e. digital catalog |
b. home shopping channel |
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As consumers become more and more comfortable with technology, many companies are using information and ordering machines called _____ in stores, airports, and other locations. a. kiosks b. TV monitors c. the Internet d. cell phones e. vending machines |
a. kiosks |
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Which of the following is NOT one of the reasons that many marketers view mobile phones as the next big marketing medium? a. more and more consumers are using their cell phones as a "third screen" for text messaging, surfing the Web, and watching videos b. cell phone users can respond instantly to time-sensitive offers c. unlike traditional telemarketing, mobile phone marketing is initially appealing to most cell phone users d. cell phones are very popular with the highly desirable 18-to34-year-old demographic e. consumers always have their cell phones with them |
c. unlike traditional telemarketing, mobile phone marketing is initially appealing to most cell phone users |
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Ring-tone giveaways, mobile games, and ad-supported content to text-in contests and sweepstakes are all examples of ___ marketing. a. kiosk b. online c. podcast d. vodcast e. mobile phone |
e. mobile phone |
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Which of the following is the LEAST effective way for marketers to avoid angering already ad-weary consumers when using a new direct marketing technology, such as mobile phones? a. deliver messages that provide useful information that consumers want b. provide entertaining content c. offer discounted prices d. begin by sending unsolicited messages and then move to permission-based programs e. offer coupons for valued products or services |
d. begin by sending unsolicited messages and then move to permission-based programs |
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What is the fastest growing from a direct-marketing? a. mobile-phone marketing b. online marketing c. Interactive TV d. direct-response television e. podcasts |
b. online marketing |
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The ____ enables consumers and companies to access and share huge amounts of information with just a few mouse clicks. a. analog age b. digital age c. Internet d. extranet e. intranet |
c. Internet |
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____ is(are) a vast public web of computer networks that connect users of all types all around the world to each other. a. Intranets b. Extranets c. The Internet d. social networks e. web sites |
c. the internet |
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The internet usage continues to ____. a. decline b. grow slowly c. stay the same d. grow steadily e. grow mainly among the emerging economies |
d. grow steadily |
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The internet gave birth to ____, which operate only on the Internet. a. brick-and-mortar companies b. click-and-mortar companies c. old economies d. click-only companies e. Web-and-mortar companies |
d. click-only companies |
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New York Times on the Web, ESPN.com, and Encyclopedia Britannica Online provide financial, research, and other information. They are called ___. a. transaction sites b. content sites c. portals d. ISPs e. click-and-mortar sites |
b. content sites |
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Search engines, portals, e-tailers, and content sites are examples of ____, selling products and services directly to final buyers via the Internet. a. click-and-mortar E-marketers b. brick-and-mortar retailers c. new-age businesses d. click-only marketers e. B2B marketers |
d. click-only marketers |
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_____ is the term used to describe a company that does not use online marketing. a. offline business b. brick-and-mortar c. click-and-mortar d. E-business e. corporate site |
b. brick-and-mortar |
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In recent years, many brick-and-mortar firms eventually became ____ in response to _____. a. click only firms; click-and-mortar competitors' actions b. click-and-mortar firms; brick-and-mortar competitors c. click-and-mortar firms; click-only competitor' actions d. obsolete; a rowing number of click-and-mortar competitors e. obsolete; a growing number of click-only competitors |
c. click-and-mortar firms; click-only competitors' actions |
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Which of the following is NOT one of the 4 major online marketing domains? a. B2C (business-to-consumer) b. B2D (business-to-door) c. B2B (business-to-business) d. C2C (consumer-to-consumer) e. C2B (consumer-to-business) |
b. B2D (business-to-door) |
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The popular press has paid the most attention to ____ online marketing--the online selling of goods and services to final consumers. a. B2C b. B2B c. C2C d. C2B e. global |
a. B2C |
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B2B includes all of the following EXCEPT _____. a. trading networks b. social networks c. e-mail d. online product catalogs e. B2B Web sites |
b. social networks |
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Online exchange of goods and information between final consumers is called ______. a. B2C b. B2B c. C2C d. C2B e. social marketing |
c. C2C |
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eBay and Amazon.com Auctions, as well as other auction sites, offer popular market spaces for online exchange of goods and information. These online companies are examples of ____ online marketing. a. B2C b. B2B c. C2C d. C2B e. global commerce |
c. C2C |
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Which of the following is a drawback of advertising on or attempting to influence content on a blog? a. advertising on a blog is typically expensive b. it is difficult to use blogs to reach highly targeted audiences c. the content of a blog is difficult to control d. blogs are losing popularity as consumers begin to favor newer Internet forums e. blogs do not provide the kind of personalized medium that today's marketers want |
c. the content of a blog is difficult to control |
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_____ online marketing sites are online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms. a. B2C b. B2B c. C2C d. C2B e. B2B or C2C |
d. C2B |
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When consumers can drive transactions with businesses, what type of online marketing is being used? a. blogs b. B2S (business-to-site) c. C2B (consumer-to-business) d. webcasting e. social networking |
c. C2B (consumer-to-business) |
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Which of the following is NOT one of the ways a company can conduct online marketing? a. creating a Web site b. placing ads online c. calling their customers to complete surveys d. participating in Web communities e. sending e-mail to interested consumers |
c. calling their customers to complete surveys |
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For most companies, the first step in conducting online marketing is to _____. a. place an ad online b. use online e-mail c. create a web site d. create a web community e. place search-related ads |
c. create a web site |
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What is the main purpose of a corporate web site? a. to sell the company's products directly b. to build customer goodwill c. to show a catalog and give shopping tips d. to give out coupons and tell about sales events or contests e. to point out and explain competitors' weaknesses |
b. to build customer goodwill
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____ are designed to build customer goodwill and to supplement other sales channels, rather than to sell the company's products directly. a. marketing web sites b. corporate we sites c. small business web sites d. non-profit corporation web sites e. rich media display ads |
b. corporate web sites |
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____ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome. a. corporate web sites b. marketing web sites c. web communities d. brand web sites e. affiliate programs |
b. marketing web sites |
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To attract new visitors and to encourage revisits, online marketers should pay close attention to the seven Cs of effective web site design. Which of the following is NOT one of the seven Cs? a. context: the site's layout and design b. content: text, pictures, sounds, and video that the web site contains c. commerce: the site's ability to enable commercial transactions d. customer: the way the customer is given incentives to use the web site e. connection: the degree that the site is linked to other sites |
d. customer: the way the customer is given incentives to use the web site |
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Of the seven Cs of effective web site design, ____ refers to the ways that the site enables user-to-user communication. a. context b. content c. community d. customization e. cause |
c. community |
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According to the seven Cs of effective web site design, a website's capability to enable commercial transactions is its level of _____. a. customization b. content c. connection d. commerce e. communication |
d. commerce |
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Marketers of which of the following types of products would likely find it most challenging to attract visitors to a brand or marketing web site? a. cleaning supplies b. financial services c. computers d. stereo equipment e. cars |
a. cleaning supplies |
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Based on information in your text, which of the following is the LEAST likely way a marketer might promote a company's web site? a. advertisements in off-line magazines or papers b. broadcast commercials c. outbound telephone marketing d. banner ads on others popular web sites e. links on other popular web sites |
c. outbound telephone marketing |
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To be effective, a corporate web site MUST ____. a. be useful b. be entertaining c. be stylish d. feature information on high-end products e. include promotions |
a. be useful |
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____ are online ads that pop up between screen changes on a web site, especially while a new screen is loading. a. pop-unders b. interstitials c. search-related ads d. contextual ads e. banner ads |
b. interstitials |
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All of the following are types of display ads EXCEPT _____. a. banners b. pop-ups c. contextual ads d. pop-unders e. rich-media ads |
c. contextual ads |
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Which of the following types of ads can users block through the use of applications developed by web browser providers? a. banners b. pop-ups c. contextual ads d. pop-unders e. rich-media ads |
b. pop-ups |
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Display ads that use eye-catching techniques such as float, fly, and snapback are called _____. a. banners b. pop-ups c. contextual ads d. pop-unders e. rich-media ads |
e. rich-media ads |
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When companies work with each other online and offline to promote each other, they are creating ______. a. alliance and affiliate programs b. search-related ads c. combo advertising d. interstitial advertising e. content sponsorship |
a. alliance and affiliate programs |
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What does the term viral marketing mean? a. it is the internet version of word-of-mouth marketing b. it refers to problems that occurs with viruses online c. it is another term for online privacy d. it is another term for online security e. it is a system that allows a customer's inventory levels to be accessible online by suppliers |
a. it is the internet version of work-of-mouth marketing |
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Form of online promotion include all of the following EXCEPT _____. a. content sponsorships b. viral marketing c. affilate programs d. intranets e. alliances |
d. intranets |
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Online communities where people socialize or exchange information and opinions are called _____. a. corporate web sites b. marketing web sites c. online social networks d. interactive web sites e. affiliate programs |
c. online social networks |
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Which of the following is a challenge of marketing through social networks? a. existing networks are resistant to direct advertising b. user may resent an intrusive marketing message c. it is hard to measure how frequently networks are used and by how many participants d. most existing networks are already controlled by major corporations e. virtual worlds are likely to soon become more popular than straightforward social networks |
b. users may resent an intrusive marketing message |
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According to your textbook, what is the most likely future for online marketing? a. online marketing will replace magazines, newspapers, and eventually stores as sources for information and buying b. the growth of online marketing will continue but at a much slower pace c. the use of online marketing will decline until its effectiveness can be better measured d. online marketing will remain an important approach in an integrated marketing mix e. online social networking will become the primary type of online marketing |
d. online marketing will remain an important approach in an integrated marketing mix |
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Some direct marketers have been accused of taking advantage of buyers; for example, so-called heat merchants use _____ intended to mislead buyers. a. direct-mail marketing b. telephone marketing c. direct-response television marketing d. mobile phone marketing e. kiosk marketing |
a. direct-mail marketing |
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Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent web sites to fool consumers into revealing their personal data? a. unauthorized groups b. reverse information c. viral feeds d. phishing e. spyware |
d. phishing |
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Which of the following is NOT a deception or fraud concern for Internet users and marketers? |
b. viral marketing |
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To prevent privacy abuses and curb excessive marketing, federal legislation has been enacted or considered to regulate all of the following EXCEPT____. a. telephone marketing b. use of consumer information obtained online c. collection of online consumer information d. online advertising e. online marketing to children |
c. collection of online consumer information |
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What happened in response to the finding of many web sites were collecting personal information from children without disclosure or parental permission a. children have no access to certain parts of the internet b. congress passed the Children's Online Privacy Protection Act c. children began to be targeted on more web sites d. the Direct Marketing Association developed a "Privacy Promise to American Consumers" e. very little has happened as a result |
b. congress passed the Children's Online Privacy Protection Act |
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International trade growth is MOST visible in ____. a. developed countries b. developing countries c. under-developed countries d. European Union countries e. NAFTA countries |
b. developing countries |
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_______ industries are safe from foreign competition. a. most b. major c. few d. NAFTA e. European Union |
c. few |
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As global trade is growing, global competition is ____. a. leveling off b. declining c. erratic d. intensifying e. threatening |
d. intensifying |
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Firms that play it safe and do not enter the global market are likely to lose their changes to enter other markets ______. a. but achieve more stability at home b. but gain a competitive edge in their home markets c. but successfully shield themselves from foreign competition d. and risk losing their home markets e. A and B |
d. and risk losing their home markets |
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A _____ is one that, by operating in more than one country, contains marketing production, research and development, and financial advantages that are not available to purely domestic competitors. a. global firm b. global industry c. whole-channel view d. direct investment e. none of the above |
a. global firm |
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Which of the following is NOT one of the major decisions a company faces in international marketing? a. deciding which markets to enter b. deciding how to enter the market c. deciding how to set standardized prices d. deciding on the global marketing program e. looking at the global marketing environment |
c. deciding how to set standardized prices |
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A(n) ____ is a tax levied by a foreign government against certain imported products/ a. embargo b. tariff c. export d. exchange control e. quota |
b. tariff |
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A(n) _______ is a limit on the amount of goods that an importing country will accept in certain product categories. a. embargo b. tariff c. benchmark d. quota e. exchange control |
d. quota |
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A(n) _____ serves to limit the amount of foreign exchange and the exchange rate against other currencies. a. trade system b. tariff c. quota d. exchange control e. nontariff trade barrier |
d. exchange control |
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Bias against bids made by American companies is an examples of a(n) ______. a. quota b. tariff c. boycott d. nontariff trade barrier e. exchange control |
d. nontariff trade barrier |
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Which of the following is designed to help foster trade between nations? a. tariffs b. GATT c. exchange controls d. quotas e. nontariff trade barriers |
b. GATT |
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The _____ is a 60-year-old treaty designed to promote world trade by reducing tariffs and other international trade barriers. a. WTO b. GATT c. EU d. CAN e. NAFTA |
b. GATT |
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Concluding in 1994, the Uruguay Round reduced trade barriers, set international standards for trade, and established the ____ to enforce GATT rules. a. WTO b. EU c. NAFTA d. CAFTA e. CAN |
b. EU |
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Which of the following reduced the world's merchandise tariffs by 30%, toughened international protection of copyrights and trademarks, and has been extended to cover trade in agriculture and a wide range of services? a. GATT b. EU c. NAFTA d. CAFTA e. FTAA |
a. GATT |
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Economic communities are also known as _____. a. global firms b. free trade zones c. management communities d. production communities e. open channels |
b. free trade zones |
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_____ is a group of nations organized to work toward common goals in the regulation of international trade. a. a joint venture b. a standardized marketing mix c. an economic community d. a global firm e. a multinational enterprise |
c. an economic community |
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The European Union and NAFTA (North American Free Trade Agreement) are examples of ____. a. non-barrier zones b. open economic areas c. economic communities d. barter organizations e. world trade organizations |
c. economic communities |
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Which of the following is true regarding economic communities? a. trade barriers have increased between the United States and Mexico since NAFTA was created b. tariffs are typically lower or nonexistent between countries in the community c. NAFTA represents the world's single largest market d. converting numerous currencies into the euro has been a failure e. CAFTA has been less successful than CAN |
b. tariffs are typically lower or nonexistent between countries in the community |
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There is concern that through the _____, lower barriers inside Europe will create only thicker outside walls. a. European Union b. Euro-Scandinavian Pact c. Euro-American Union d. Atlantic Free-Trade Area e. General Agreement on Tariffs and Trade |
a. European Union |
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Which of the following is an advantage created by the adoption of the euro? a. countries outside of Europe now face fewer trade obstacles within Europe b. European countries with previously weak currencies are more attractive markets c. it has increased the annual combined GDP d. a homogenous market is created e. it is the first step for the countries of Europe to act like a single entity |
b. European countries with previously weak currencies are more attractive markets |
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In January 1994, _____ established a free trade zone among the United States, Canada, and Mexico. a. GATT b. WTO c. NAFTA e. CAFTA |
c. NAFTA |
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What is the name of the single agreement that created a market of 443 million people and will eliminate all trade barriers and investment restrictions among the United States, Mexico, and Canada? a. GATT b. WTO c. NAFTA d. CAN e. EU |
c. NAFTA |
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Given the apparent success of NAFTA, talks have been underway since 1994 to establish a free trade zone called _______. This zone would include 34 countries stretching from the Bering Strait to Cape Horn. a. CAFTA b. WTO c. FTAA d. CAN e. AATF |
c. FTAA |
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Mercusor and CAN have agreed to unite, creating _____, which will make up the largest trading block after NAFTA and the European Union. a. CAFTA b. FTAA c. Unasur d. MCAN e. GATT |
c. Unasur |
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The 2 key economic factors reflecting a country's attractiveness as a market are its industrial structure and its _____. a. communication adaptation b. nontariff trade barriers c. exchange controls d. income distribution e. transportation systems |
d. income distribution |
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In a(n) _____, the vast majority of people engage in simple agriculture and consume most of their output. a. raw material economy b. subsistence economy c. industrializing economy d. emerging economy e. industrial economy |
b. subsistence economy |
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____ are major exporters of manufactured goods, services, and investment funds. They trade goods among themselves and export them to other types of economies for raw material and semifinished goods. a. material economies b. subsistent economies c. industrializing economies d. emerging economy e. industrial economy |
b. subsistence economies |
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In a(n) _____ economy, manufacturing accounts for 10-20% of the countries economy. This type of economy typically has a new rich class and a small but growing middle class, both demanding new types of imported goods. a. industrial b. industrializing c. materials exporting d. subsistence e. agrarian |
b. industrializing |
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A(n) ____ economy is poor in some ways but rich in one or more natural resources responsible for creating most its exporting revenue. a. industrial b. industrializing c. raw-material exporting d. subsistence e. agrarian |
c. raw-material exporting |
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Very few market opportunities are available in a(n) _____ economy. a. subsistence b. raw material exporting c. industrializing d. emerging e. industrial |
a. subsistence |
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Industrializing economies do NOT include ____. a. Egypt b. India c. Brazil d. Sweden e. any of the above |
d. Sweden |
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Which of the following types of economies is most likely to have significant numbers of low-income, medium-income, and high-income households? a. subsistence economy b. raw material exporting economy c. agrarian economy d. industrial economy e. emerging economy |
d. industrial economy |
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Countries with ____ economies may consist mostly of households with very low family incomes. a. industrial b. industrializing c. service d. technological e. subsistence |
e. subsistence |
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At least 4 political-legal factors should be considered in deciding whether to do business in a given country. Which is NOT one of these factors? a. attitudes toward international buying b. government bureaucracy c. whether a state religion is enforced d. monetary regulations e. political stability |
c. whether a state religion is enforced |
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In international trade, it is ideal if the buyer can pay in _____. a. countertrade b. the seller's currency c. barter d. buyback e. counterpurchases |
b. the seller's currency |
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All of the following are methods of countertrade EXCEPT which one? a. paying in the seller's currency without further obligation b. bartering goods and services c. counter-purchasing d. compensation e. buyback
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a. paying in the seller's currency without further obligation |
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What type of countertrade occurs when a seller sells a plant, equipment, or technology to another country and agrees to take payment in the resulting products? a. barter b. counter-purchase c. re-buy d. buyback e. trade |
d. buyback |
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Which of the following is the most common form of countertrade? a. barter b. compensation c. buyback d. counter-purchase e. blocked currency |
d. counterpurchase |
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It is important to understand how business norms vary from county to country. For example, _____ like to sit or stand very close to each other when they talk business--in fact, almost nose-to-nose. a. Americans b. Japanese c. South Americans d. Africans e. Europeans |
c. South Americans |
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Why might Asian businesspeople be offended by the typical bargaining tactics of American executives? a. Asian businesspeople rarely make decisions in face-to-face conversations b. Asian executives prefer to start business meetings with polite conversations c. American executives prefer to start business meetings with polite, personal conversations d. American executives tend to conduct tough bargaining through non-personal forms of communication |
b. Asian executives prefer to start business meetings with polite conversations |
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Some social critics say that globalization really means _____ the world's cultures. a. Americanizing b. modernizing c. stabilizing d. respecting e. ignoring |
a. Americanizing |
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Which of the following is an example of how American culture is being exported to the world's countries? a. the popularity of the Harry Potter series b. the expansion of Wal-Mart Supercenters c. the success of "American Ido" d. the increasing popularity of American soccer e. the popularity of the Power Rangers |
b. the expansion of Wal-Mart Supercenters |
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_____ has been singled out by globalization protestors all over the world, especially when anti-American sentiment peaks. a. Nike b. KFC c. McDonald's d. Coca-Cola e. all of the above |
e. all of the above |
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Which of the following would a defender of globalization most likely use as an example to argue that concerns of Americanization are overblown and that globalization is indeed a two-way street? a. the view of McDonald's as a domestic brand in China b. the growing popularity of coffee in China since the introduction of Starbucks c. the growing number of IKEA furniture stores d. the initial failure of Disneyland Paris e. the antiglobalization protests aimed at KFC |
c. the growing number of IKEA furniture stores |
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Which type of business is LEAST likely to find it necessary to enter international markets in order to survive? a. clothing manufacturers b. food distributors c. chain retailers d. small, local businesses e. automobile producers |
d. small, local businesses |
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Which of the following is a factor that is likely to push a company to decide NOT to enter international markets? a. the company's home markets is stagnant b. the company would have to redesign its products c. the company needs to counterattack international competitors in their home markets d. foreign markets present higher profit opportunities e. global competitors have offered similar products at lower prices |
b. the company would have to redesign its products |
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Several factors might draw a company into the international arena. What is NOT one of these factors? a. global competitors might offer better products at lower prices domestically b. domestic markets might be stagnant or shrinking c. managers are unsure of the effect of regulations and the political environments of other countries d. the company's customers may be expanding abroad e. B and D |
c. managers are unsure of the effect of regulations and the political environments of other countries |
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Of the following, which is the LEAST critical decision a company should make before going abroad? a. what its international marketing objectives and policies are b. what volume of foreign sales it wants c. how many countries it wants to market in d. how many people it wants to employ e. what types of countries it wants to market in
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d. how many people it wants to employ |
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Demographic characteristics, geographic characteristics, economic factors, sociocultural factors, and political and legal factors all help to help a company _______. a. determine a market's potential b. determine a country's degree of globalization c. evaluate its marketing objectives d. evaluate its value delivery network e. identify potential joint ventures |
a. determine a market's potential |
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Which of the following is a sociocultural factor that a company should consider before deciding to enter an international market? a. political stability b. population density c. education d. income distribution e. consumer lifestyles, beliefs, and values |
e. consumer lifestyles, beliefs, and values |
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Which of the following is a political and legal factor that a company should consider before deciding to enter an international market? a. monetary and trade regulations b. transportation structure c. population size and growth d. industrial infrastructure e. business norms and approaches |
a. monetary and trade regulations |
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Which is NOT a mode of entry that companies can use when they have decided to sell in a foreign country? a. exporting b. embargo c. joint venturing d. direct investment e. licensing |
b. embargo |
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The simplest way to enter a foreign market is through _______. a. joint venturing b. direct investment c. exporting d. joint ownership e. contract manufacturing |
c. exporting |
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When entering a foreign market, companies typically start with _____, working through independent international marketing intermediaries. a. direct exporting b. embargo c. product adaptation d. indirect exporting e. licensing |
d. indirect exporting |
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Sellers may eventually move into ____, whereby they handle their own exports. The investment and risk are somewhat greater in this strategy. a. direct exporting b. embargo c. product adaptation d. indirect exporting e. licensing |
a. direct exporting |
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A company can conduct direct exporting in several ways. Which is NOT one of these ways? a. it can set up domestic export department b. it can set up an overseas sales branch c. it can send home-based sales people abroad to fin more business d. it can work through independent international marketing intermediaries e. it can work with foreign-based agents who sell goods on its behalf |
d. it can work with independent international marketing intermediaries |
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A ______ gives the seller more presence and program control in the foreign market and often serves as a display center and customer service center. a. straight product extension b. sales branch c. market-centered company d. market niche e. foreign licensing agreement |
b. sales branch |
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_____ is a method of entering a foreign market that involves a company coming together with a foreign company to produce or market products or services. a. direct exporting b. adapted global marketing c. joint venturing d. direct investing e. indirect exporting |
c. joint venturing |
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There are 4 types of joint ventures. Which is NOT one of these types? a. licensing b. contract manufacturing c. joint ownership d. direct investment e. management contracting |
d. direct investment |
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Through ______, an organization in the foreign market buys the right to use a company's manufacturing process, trademark, patent, trade secret, or other item of value. a. indirect exporting b. licensing c. contract manufacturing d. management contracting e. joint ownership |
b. licensing |
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Which of the following is NOT a potential disadvantage of licensing? a. the company has less control over the licensee that it would over its own operations b. the company loses the benefits of increased brand recognition c. the company has to invest resources to develop an understanding of how to market to the foreign country's consumers d. the company could put its management expertise to better use in home markets e. the company enters the foreign market at substantial risk |
a. the company has less control over the licensee than it would over its own operations |
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____ ventures consist of one company joining forces with foreign investors to create a local business in which they share ownership and control. a. joint ownership b. licensing c. contract manufacturing d. management contracting e. indirect exporting |
a. joint ownership |
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_____ involves entering a foreign market by developing foreign-based assembly or manufacturing facilities. a. exporting b. direct investment c. joint venturing d. contract manufacturing e. direct exporting |
b. direct investment |
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Which of the following represents the biggest involvement a company can take in a foreign market? a. joint venture b. exporting c. direct investment d. management contracting e. joint ownership |
c. direct investment |
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Lower costs in the form of cheaper labor or raw materials, foreign government investment incentives, freight savings, and the opportunity to improve the company image are all factors that would likely lead a company to ____ in a foreign market. a. use direct exporting b. begin licensing c. conduct management contracting d. initiate joint ownerships e. make a direct investment |
e. make a direct investment |
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____ means selling largely the same products and using the same marketing approaches worldwide. a. adapted global marketing b. global marketing mix c. standardized global marketing d. export marketing e. multinational strategy |
c. standardized global marketing |
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"take the product as is and find customers for it" is the slogan for ____. a. product strategy b. product invention c. adapted marketing d. straight product extension e. product adaptation |
d. straight product extension |
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_____ means adjusting the marketing strategy and mix elements to each international target market. a. standardized global marketing b. global marketing mix c. adapted global marketing d. communication adaptation e. whole channel view |
c. adapted global marketing |
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The ______ concept holds that marketing programs will be more effective when tailored to the unique needs of each targeted customer group. a. global b. marketing c. communication d. adaptation e. international |
b. marketing |
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Which of the following is NOT one of the 5 strategies for adapting product and marketing communications to a global market? a. external extension b. straight extension c. communication adaptation d. product adaptation e. product invention |
a. external extension |
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Changing promotions for each local market is known as ____. a. a straight extension b. advertising depth c. communication adaptation d. product adaptation e. product invention |
c. communication adaption |
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Regardless of how companies go about pricing their products, their foreign prices will probably be ____ their domestic prices. a. the same as b. lower than c. higher than d. competitive with e. not comparable with |
c. higher than |
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The 2 major links between the seller and the final buyer of channels between nations and channels within nations make up a _____. a. whole-channel view b. direct-distribution channel c. large-scale channel d. transportation network e. none of the above |
a. whole-channel view |
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World product groups, geographical organizations, and international subsidiaries are all option for organizing a(n) ______. a. export department b. indirect exporting venture c. joint ownership d. international division e. standardized global marketing strategy |
d. international division |
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In a(n) _____, executives are trained in worldwide operations, not just domestic or international. a. direct exporting company b. joint venture c. international divison d. international subsidiary e. global organization |
e. global organization |
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The marketing concept is a philosophy of customer satisfaction and _____. a. company profit b. mutual gain c. innovation d. relationship-building e. social benefits |
b. mutual gain |
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Many critics charge that the American marketing system causes _____ to be higher than they would be under more "sensible" systems. a. imports b. exports c. prices d. product safety measures e. employee morals |
c. prices |
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Critics charge that intermediaries _____. a. are too few in number b. are inefficient c. provide only necessary services d. underprice their services e. are too competitive |
b. are inefficient |
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A long-standing charge against intermediaries is that they mark up prices beyond the ______. a. value of their services b. delivery charges c. going market price d. range most Americans can afford to pay e. resale value |
a. value of their services |
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Marketers respond to charges of high advertising and promotion costs unnecessarily increasing retail prices by arguing that advertising adds ___. a. only psychological value b. value by providing information about product availability c. quality to the product d. functional value to the product e. B and C |
b. value by providing information about product availability |
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Most businesses try to deal fairly with consumers because _____. a. businesses want to build customer relationship b. businesses want to justify their prices c. businesses want repeat business d. all of the above e. A and C |
e. A and C |
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Deceptive practices fall into 3 groups: deceptive _____, deceptive ____, and deceptive _____. a. product; pricing; promotion b. pricing; promotion; placement c. pricing; promotion; packaging d. packaging; product; promotion e. product; packaging; placement |
c. pricing; promotion; packaging |
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Deceptive promotion differs from deceptive pricing in that deceptive promotion overstates the product's ______ or _____. a. true price; performance b. features; performance c. packaging; costs d. design; features e. availability; package contents |
b. features; performance |
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A major step in regulating "unfair or deceptive business acts and practices" was the enactment of the ____ in 1938. a. Robinson-Patman Act b. Wheller-Lea Act c. Interstate Commerce Commissions d. Taft-Hartley Act e. Stamp Act |
b. Wheeler-Lea Act |
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Advertising "puffery" is a term for ______. a. a straightforward promotional message b. innocent exaggeration for effect c. emotional appeals to consumers d. subliminal appeals to consumers e. value-added promotions |
b. innocent exaggeration for effect |
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When critics claim that insurance, real estate, and used cars are sold, not bought, they are making accusations of the use of _____. a. deceptive promotions b. excessive markups c. high-pressure selling d. shoddy products e. excessive materialism |
c. high-pressure selling |
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Consumers Union, the nonprofit testing and information organizations, publishes _____ to assist the consumer in choosing products and to encourage businesses to eliminate product flaws. a. Consumer Digest b. Buyers Weekly c. Home & Garden d. Consumer Reports e. Sports Illustrated |
d. Consumer Reports |
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Critics have charged that some companies intentionally manufacture their products with materials or components that cause the product to need to be replaced before it actually should need replacement. What is this called? a. product failure b. short-term planning c. planned obsolescence d. nonfunctional warranty e. expressed dissatisfaction |
c. planned obsolescence |
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Planned obsolescence might involve all of the following EXCEPT which one? a. the use of unsafe materials b. producers continually changing consumer styles c. the holding back of attractive functional features, then introducing them later to make older models obsolete d. the use of materials that will rust sooner than they should e. the use of components that will break soon after purchase |
a. the use of unsafe materials |
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Marketers respond to charges of planned obsolescence with all of the following EXCEPT which one? a. consumers like change b. no one is forced to buy the new product c. the product will eventually wear out anyways d. for most technical products, customers want the latest innovations e. companies do not want to lose customers to other brands |
c. the product will eventually wear out anyway |
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Critics claim that companies in the ___ industries introduce planned streams of new products that make older models obsolete, a form of planned obsolescence that harms consumers. a. car and truck b. housing and construction c. food and beverage d. consumer electronics and computer e. financial and entertainment |
d. consumer electronics and computer |
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Critics who believe that the American marketing system poorly serves disadvantaged consumers claim that they _____ pay more for inferior goods. a. wealthy b. uneducated c. urban poor d. rural poor e. elderly |
c. urban poor |
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The presence of ____ in low-income neighborhoods makes a big difference in keeping prices down. a. malls b. super centers c. redlining companies d. large national chain stores e. factory outlets |
d. large national chain stores |
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When major chain retailers avoid placing stores in disadvantaged neighborhoods, they are likely to be accused of the discriminatory practice of ____. a. embargo b. licensing c. redlining d. puffery e. scrambling merchandise |
c. redlining |
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Critics have charged that the marketing system urges too much interest in _____. a. material possessions b. the push strategy c. meeting a quota d. new product invention e. entering the global market arena |
a. material possessions |
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Critics of the American economic marketing system have charged that marketers have created a culture in which people are judged by what they ______. a. are b. own c. do d. eat e. avoid |
b. own |
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A drive for wealth and possessions hit new highs in the _____, when phrases such as "greed is good" and "shop till you drop" seemed to characterize the times. a. 1950s b. 1960s c. 1980s d. 1990s e. C and D |
e. C and D |
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In the current decade, social scientists have noted a ______. a. stronger infatuation with material things b. strong consumer need to buy c. reaction against waste d. greater demand for luxury experience than products e. greater demand for luxury products than services
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c. reaction to waste |
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The critics do NOT view the typical American interest in material things as ____. a. a natural state of mind b. hurting society c. based in created needs d. A and C e. necessary |
a. a natural state of mind |
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Businesses hire ____ firms to use mass media to create materialistic models of the good life. a. Hollywood b. Broadway c. Madison Avenue d. Fifth Avenue e. Michigan Avenue |
c. Madison Avenue |
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Critics say marketing is seen as benefiting _____ more than ____. a. consumers; industry b. industry; consumers c. stores; manufacturers d. exporters; importers e. independent sellers; chain stores |
b. industry; consumers |
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Marketers are most effective when they appeal to _____ rather than when they ____. a. exciting new inventions; use old ones b. teenagers; target older people c. existing wants; attempt to create new ones d. emotions; appeal to actual needs e. the mass market; appeal to market segments |
c. existing wants; attempt to create new ones |
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The high failure rate of new products shows that companies are not able to _____. a. control demand b. advertise enough c. find manufacturers d. find outlets e. none of the above |
a. control demand |
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The overselling of private goods results in _____, such as cars causing traffic jams, air pollution, injuries, and deaths. a. cultural pollution b. misdirected funding c. social costs d. materialism e. opportunity costs |
c. social costs |
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The restore the balance between private and public goods, producers could be required to bear the full _____ costs of their operations. a. promotional b. cultural c. environmental d. social e. safety |
d. social |
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For cars, "social costs" include all of the following EXCEPT which one? a. traffic congestion b. air pollution c. gasoline shortages d. congestions tolls e. traffic accidents |
d. congestion tools |
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Cultural pollution could be referred to as ____. a. commercial noise b. air pollution c. language barriers d. a marketer's inability to identify a target market e. zipping or zapping |
a. commercial noise |
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A major way to reverse the cultural pollution caused by marketing is to adjust _____. a. product selection b. advertising levels c. product positioning d. consumer attitudes e. the morale level |
b. advertising levels |
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In response to charges of ____, marketers point out that advertising makes much of television and radio free to users and keeps down the cost of magazines and newspapers. a. too few social goods b. creating false wants c. creating too much materialism d. high promotion costs e. cultural pollution |
e. cultural pollution |
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Critics charge that a company's marketing practices can harm other companies and reduce competition among companies. Problems involved include all of the following EXCEPT which one(s)? a. acquisitions of competitors b. marketing practices that create barriers to entry c. marketing practices that confuse consumers d. unfair competitive marketing practices e. B and D |
c. marketing practices that confuse consumers |
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Which of the following is MOST responsible for the shrinking number of competitors in almost every major industry? a. declining materialism and a return to more basic values b. acquisition of competitors c. marketing practices that create barriers to entry d. unfair competitive marketing practices e. predatory pricing |
b. acquisition of competitors |
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Large marketing companies can use patents and heavy promotion spending to ______. a. acquire smaller companies b. hear the social costs of their operations c. set up barriers for other wanting to enter the industry d. achieve economies of scale e. offset cultural pollution |
c. set up barrier for others wanting to enter the industry |
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Which of the follow is NOT a potential advantage of the practice of acquisition? a. the acquiring company can gain economies of scale b. acquisitions require little government oversight c. an acquiring company may improve the efficiency of an acquired company d. an industry might become more competitive after an acquisition e. the acquisition may result in lower costs, leading to lower prices for consumers |
b. acquisitions require little government oversight |
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Setting prices below cost, threatening to cut off business with suppliers, and discouraging the purchase of a competitor's products are all examples of ____. a. routine competition b. excessive materialism c. predatory competition d. acquisitions e. barriers to entering a market |
c. predatory competition |
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The 2 major movements to keep business in line are environmentalism and _____. a. consumerism b. protectionism c. antimonopoly legislation d. regulating interstate commerce e. none of the above |
a. consumerism |
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The first organized consumer movement in the United States took place in the early 1900s. It was fueled by all of the following conditions EXCEPT which one? a. rising prices b. conditions in the meat industry c. unsafe merchandise d. scandals in the drug industry e. Upton Sinclair's writiing |
c. unsafe merchandise |
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Ralph Nader is most closely associated with which of the following? a. the consumerism movement of the 1960s b. the environmentalism movement of the 1960s and 1970s c. the current wave of environmentalism d. enlightened marketing e. consumer-oriented marketing |
a. the consumerism movement of the 1960s |
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_____ is an organized movement of citizens and government of citizens and government agencies to improve the rights and power of buyers in relation to sellers. a. Environmentalism b. the Bill of Rights c. Grassroots politics d. consumerism e. the Human Relations Movement |
d. Consumerism |
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Which of the following is NOT a traditional sellers' right? a. the right to charge any price for the product b. the right to spend any amount to promote the product c. the right to promote any product to any audience d. the right to use any buying incentive programs e. the right to introduce any product in any size and style |
c. the right to promote any product to any audience |
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Many people believe that the balance of power in the buyer-seller relationship lies on the seller's side. Critics believe that buyers have too little education, protection, and _____ to make wise decisions when facing sophisticated sellers. a. money b. information c. skills d. bargaining power e. credit |
b. information |
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Consumer advocates call for all of the following additional consumer rights EXCEPT which one? a. the right to be protected from unwanted marketing messages b. the right to be well informed about important product aspects c. the right to be protected against questionable products and marketing practices d. the right to influence marketing practices in ways that will improve the quality of life e. the right to influence products in ways that will improve the quality of life |
a. the right to be protected from unwanted marketing messages |
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Proposals related to the consumer's right to ____ include controlling the ingredients that go into certain products and putting consumer representatives on company boards to speak for consumer interests. a. not buy a product that is offered for sale b. expect the product to perform is claimed c. be well informed about important aspects of the product d. be protected against questionable marketing practices e. influence products and marketing practices in ways that will improve the "quality of life" |
e. influence products and marketing practices in ways that will improve the "quality of life" |
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____ is an organized movement of concerned citizens and government agencies to protect and improve people's living environments. a. consumerism b. environmentalism c. social responsibility d. enlightened marketing e. sense-of-mission marketing |
b. environmentalism |
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Environmentalists assert that the marketing system's goal should be to maximize _____. a. consumer protection b. protection of the environment c. life quality d.efficient use of our resources e. sustainability |
c. life quality |
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The ______ in the United States came about because of concern for the loss of the atmosphere's ozone layer, toxic wastes, litter, and the damage caused by strip mining and forest depletion. a. first wave of modern environmentalism b. second wave of modern environmentalism c. current wave of environmentalism d. second wave of consumerism e. first wave of enlightened marketing |
a. first wave of modern environmentalism |
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_____ is a management approach that involves developing strategies that both sustain the environment and produce profits for the company. a. consumerism b. environmentalism c. environmental sustainability d. social responsibility e. ethical decision making |
c. environmental sustainability |
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Environmental sustainability includes _____. a. protecting the environment b. extracting environmental materials to their lowest levels c. producing profits d. A and C e. A, B, and C |
d. A and C |
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Companies emphasizing ____ are developing "green marketing" programs that develop ecologically safer products, recyclable and biodegradable packaging, more energy-efficient operations, and better pollution controls. a. pollution prevention b. product stewardship c. "beyond greening" d. new clean technology e. sustainability vision |
a. pollution prevention |
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Which of the following is NOT a component of "green marketing"? a. making safer products b. cradle-to-cradle practices c. recycling d. biodegradability e. pollution controls |
b. cradle-to-cradle practices |
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Minimizing pollution from production and all environmental impacts throughout the full product life cycle is called _____. a. green marketing b. design for environment (DFE) c. product stewardship d. environmental sustainability e. pollution prevention |
c. product stewardship |
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Design for environment (DFE) involves thinking ahead in the design stage to create products that are easier to reuse, recycle, or _____. a. disintegrate b. recover c. dispose of d. export e. store |
b. recover |
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What do most companies today focus on when it comes to protecting the environment? a. investing heavily in pollution prevention b. practicing product stewardship c. developing a sustainable vision d. investing heavily in environmental technology e. biogradability |
a. investing heavily in pollution prevention |
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Xavier Rentals, Inc. is now looking into the future and working internally on the third level of environmental sustainability, which is called ____. a. sustainable vision b. new clean technology c. corporate citizenship d. green marketing e. greening activity |
b. new clean technology |
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As international trade barriers come down and global markets expand, environmental issues are having ____ impact on international trade. a. a neutral b. a positive c. a decreased d. a greater e. more impact on cultural differences and less |
d. a greater |
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The philosophy of ____ holds that a company's marketing should support the best long-run performance of the marketing system. a. corporate social responsibility b. marketing sustainability c. enlightened marketing d. the free enterprise system e. consumer-oriented marketing |
c. enlightened marketing |
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Innovative marketing is _____. a. a principle of enlightened marketing b. based on the consumer's point of view c. the attempt to continuously seek product and marketing improvements d. A and C e. A, B, and C |
e. A, B, and C |
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Which form of enlightened marketing requires that a company seek real product and marketing improvements? a. consumer-oriented b. innovative c. customer-value d. sense-of-mission e. market-oriented |
b. innovative |
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Some firms define their purpose in narrow product terms. Others that define their purpose in broad social terms follow _____. a. societal marketing b. sense-of-mission marketing c. consumer-oriented marketing d. customer-value marketing e. consumerism |
b. sense-of-mission marketing |
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When an enlightened company makes marketing decisions by considering consumers' wants and interests, the company's requirements, and society's long-run interests, it is practicing ____ marketing. a. value b. societal c. sense-of-mission d. consumer-oriented e. customer-value |
b. societal |
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What are deficient products? a. products that have neither immediate appeal nor long-run benefits b. products that give high immediate satisfaction but only hurt consumers in the long run c. products that have low appeal but may benefit consumers in the long run d. products that are either unsafe or inferior e. any product in the decline stage of the product life cycle |
a. products that have neither immediate appeal nor long-run benefits |
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A company that makes products that give high immediate satisfaction but may hurt consumers in long run makes ____ products. a. deficient b. pleasing c. salutary d. desirable e. threatenign |
b. pleasing |
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Examples of pleasing products include ____. a. cigarettes and junk food b. dental services and medications c. seat belts and air bags d. fruits and vegetables e. none of the above |
a. cigarettes and junk food |
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Which of the following is the best example of a desirable product? a. healthy and delicious breakfast food b. cigarettes c. effective but bad-tasting medicine d. junk food e. dental insurance |
d. junk food |
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In societal marketing, the ideal goal for companies is to turn all of their products into ___ ones. a. salutary ones b. desirable ones c. pleasing ones d. durable ones e. serviceable ones |
b. desirable ones |
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The challenge for makers of which type of product is to add long-run benefits without reducing the product's pleasing qualities? a. salutary b. desirable c. pleasing d. durable e. deficient |
c. pleasing |
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The challenge for makers of which type of product is to add some pleasing qualities so that it will become more desirable in the consumers' minds? a. salutary b. desirable c. pleasing d. durable e. aesthetic |
a. salutary |
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Companies must decide what principle they should use as a guide on issues of ethics and social responsibility. Which one of the following is NOT a common philosophy to accomplish this end? a. let the free market decide b. let the legal system decide c. let society decide d. let individual managers decide e. let individual companies decide |
c. let society decide |
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One major issue in foreign trade is bribery. Bribery and corruption are common in all of the following countries EXCEPT ______. a. Russia b. China c. South Korea d. New Zealand e. Haiti |
d. New Zealand |
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The American Marketing Association (AMA) has created a code of ethics that includes all BUT which of the following ethical values? a. honesty b. fairness c. openness d. competitiveness e. responsibility |
d. competitiveness |
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Within a company, ethics and social responsibility require a ____. a. future-looking approach b. total corporate commitment c. separate budget d. time commitment that most firms do not have e. high-level ethical officer |
b. total corporate commitment |
