Marketing 1000 - Exam Prep.

Front 1

Under ________, the market consists of many buyers and sellers trading in a uniform commodity such as wheat, copper, or financial securities.

Back 1

pure competition

Front 2

Which of the following is least likely to be one of the benefits for the buyer in direct marketing?

Back 2

guaranteed low prices

Front 3

Which of the following should be the first step in designing a marketing channel?

Back 3

identifying what consumers want from the channel

Front 4

Advertising "puffery" is a term for ________.

Back 4

innocent exaggeration for effect

Front 5

Because consumers expect stores to carry their favourite brand, the owner of the brand has ________ in bargaining with resellers.

Back 5

more leverage

Front 6

Which promotional mix strategy directs marketing efforts toward final consumers?

Back 6

pull

Front 7

When a company determines the number of channel members to use at each level, three strategies are available: intensive, exclusive, and ________ distribution.

Back 7

selective

Front 8

A ________ is a name, term, sign, symbol or design that identifies the maker or seller of a product or service.

Back 8

brand

Front 9

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

Back 9

advertising

Front 10

________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Back 10

Message strategy statements

Front 11

The prospecting step in the selling process includes identifying and ________ the prospects.

Back 11

qualifying

Front 12

Which of the following is an example of a media that an advertiser might use to reach larger customer segments?

Back 12

network television

Front 13

Consumers view a brand as an important part of a product and branding can add ________.

Back 13

value

Front 14

A key element in a company's relationship with consumers, a ________ represents consumers' perceptions and feelings about a product and its performance.

Back 14

brand

Front 15

A ________ involves the use of a successful brand name to launch new or modified products in a new category.

Back 15

brand extension

Front 16

The fundamental asset underlying brand equity is ________–the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers.

Back 16

customer equity

Front 17

In ________, price is considered along with the other marketing mix variables before the marketing program is set.

Back 17

value-based pricing

Front 18

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?

Back 18

personal selling

Front 19

Advertising ________ can be classified by primary purpose–whether the aim is to inform, persuade, or remind.

Back 19

objectives

Front 20

________ pricing involves setting prices based on the costs for producing, distributing, and selling the product plus a fair rate of return for the company's efforts and risks.

Back 20

Cost-based

Front 21

________ the manufacturer or service provider is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service.

Back 21

Upstream from

Front 22

Which description of a salesperson fits best with today's relationship marketing focus and solutions approach?

Back 22

a listener, an understander, and a problem-solver salesperson

Front 23

Swatch surveyed the market and identified an unserved segment of watch buyers. Using these results, they created a watch at a price consumers were willing to pay. The unorthodox order of this marketing mix decision is an example of ________.

Back 23

target costing

Front 24

The aim of sales management motivation is to encourage salespeople to ________.

Back 24

"work hard"

Front 25

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is a function of ________.

Back 25

public relations

Front 26

East Bay Communications has increased its inside sales force. Which of the following will least likely help its outside sales force?

Back 26

It will improve their use of sales automation technology.

Front 27

Which type of product might require a more direct marketing channel to avoid delays and too much handling?

Back 27

perishable products

Front 28

The sales force at Messimer Computing recently began telemarketing and Web selling. How will telemarketing and Web selling most likely benefit Messimer Computing?

Back 28

Messimer sales reps will be able to service hard-to-reach customers more effectively.

Front 29

When Circuit Town Electronics sets its televisions at three price levels of $699, $899, and $1,099, it is using ________.

Back 29

product line pricing

Front 30

For most companies, the first step in conducting online marketing is to ________.

Back 30

create a Web site

Front 31

When amusement parks and movie theaters charge admission plus fees for food and other attractions, they are following a(n) ________ pricing strategy.

Back 31

captive-product

Front 32

A distribution channel is more than a collection of firms connected by various flows; it is a(n) ________ in which people and companies interact to accomplish individual, company, and channel goals.

Back 32

complex behavioural system

Front 33

When a company uses film makers, artists or musicians to help sell their brands it is called ________.

Back 33

branded entertainment

Front 34

A salesperson's compensation plan is typically made up of several elements–a fixed amount, ________, expenses, and fringe benefits.

Back 34

a variable amount

Front 35

Which of the following is the most likely disadvantage of adding new channels in a multichannel distribution system?

Back 35

decreasing control over the system

Front 36

Your inside sales force is responsible for prospecting and qualifying customers. Which of the following will likely occur?

Back 36

A salesperson may have to approach many qualified customers just to make one sale.

Front 37

How does a company's effective use of a customer database benefit consumers?

Back 37

Companies match customer needs and interests with products and services.

Front 38

After a company has determined its sales force structure, it is ready to determine what ________ it needs.

Back 38

sales force size

Front 39

Channel members add value by bridging the major gaps of ________ that separate goods and services from those who would use them.

Back 39

time, place, and possession

Front 40

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

Back 40

the promotion mix

Front 41

________ becomes more important as competition increases. The company's objective is to build selective demand.

Back 41

Persuasive advertising

Front 42

Which of the following statements is true according to your text?

Back 42

Salespeople often need special encouragement to do their best.

Front 43

Price is the only element in the marketing mix that produces ________.

Back 43

revenue

Front 44

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. Which of the following are included in the entire marketing mix?

Back 44

promotion, price

Front 45

The marketing concept recognizes that organizations thrive from day to day by determining ________ of target group customers and fulfilling those more effectively and efficiently than competitors do.

Back 45

needs and wants

Front 46

What type of pricing is being used when a company temporarily prices its product below the list price or even below cost to create buying excitement and urgency?

Back 46

promotional pricing

Front 47

Helping the salesforce "work smart" is the goal of ________.

Back 47

sales supervision

Front 48

Which promotional mix strategy directs marketing efforts toward market channel members?

Back 48

push

Front 49

What does the term viral marketing mean?

Back 49

It is the Internet version of word-of-mouth marketing.

Front 50

An IBM sales representative is giving a product demonstration to a Best Buy representative. Assisting with the demonstration are a Best Buy engineer, a financial analyst, and an information systems specialist. If IBM wins the Best Buy account, then all four IBM representatives will service the Best Buy account. This is an example of ________.

Back 50

team selling

Front 51

The simplest pricing method is ________.

Back 51

cost-plus pricing

Front 52

When a firm sets out to analyze, plan, implement, and control sales force activities, it is undertaking ________.

Back 52

sales force management

Front 53

You are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure. You should choose ________ as your advertising media.

Back 53

television

Front 54

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

Back 54

customer benefits

Front 55

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Back 55

Marketing Web sites

Front 56

BMW was the first company to create branded entertainment in the form of a series of short films. In each film the star was ________.

Back 56

a BMW car

Front 57

The selling process consists of several steps that the salesperson must master, focusing on the goals of ________ and ________ from them.

Back 57

getting new customers; obtaining orders

Front 58

All of the institutions in a channel are connected by flows, including physical flow, flow of ownership, payment flow, information flow, and ________ flow.

Back 58

promotion

Front 59

Which activity is a typical for a sales assistant?

Back 59

call ahead and confirm appointments

Front 60

Which of the following is a manufacturer's brand sponsorship options for a product?

Back 60

Licensed brand

Front 61

Which of the following is the least desirable quality for a brand name?

Back 61

The name should be a long word to get attention.

Front 62

Sales applicants are most likely to be tested for ________.

Back 62

personality traits, analytical skills

Front 63

Even though hard economic times have forced national brand marketers to rethink their pitch to be more value focused, in the long run these national brand marketers should not abandon ________.

Back 63

the core proposition of their brand

Front 64

Producers benefit from using intermediaries because they ________.

Back 64

offer greater efficiency in making goods available to target markets

Front 65

Which of the following is a part of sales force automation systems frequently used by salespeople?

Back 65

customer-contact and relationship management software

Front 66

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.

Back 66

consumer electronics and computer

Front 67

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

Back 67

sales promotion

Front 68

At Garden and Deck Decor, a manufacturer of outdoor furniture and accessories, the marketing and sales force objectives are to grow relationships with existing customers while at the same time acquiring new business. Which of the following sales force compensation plans is most likely to encourage the sales force to pursue both of these objectives?

Back 68

salary plus commission plus bonus for new accounts

Front 69

Which of the following are major categories in the promotion mix?

Back 69

advertising, sales promotion

Front 70

One of the advantages of direct marketing for sellers is that direct marketing ________.

Back 70

offers access to buyers outside local markets

Front 71

Adams Cutlery has always relied upon advertising to market its products to final customers. However, now the marketing team at Adams Cutlery is considering beginning a direct marketing campaign consisting of a company Web site, e-mail to current customers, and an online catalog. Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?

Back 71

the ability to learn more about their customers and tailor offerings to fit their needs

Front 72

A company should think of its intermediaries as both its ________ and ________.

Back 72

customers; partners

Front 73

For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name.

Back 73

license

Front 74

Companies need to think of themselves as portfolios of ________ and not portfolios of _________.

Back 74

people, products

Front 75

________ is the amount of money charged for a product or service.

Back 75

Price

Front 76

In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions.

Back 76

national; private

Front 77

Chewing gum is stocked in many outlets in the same market or community; in fact, it is placed in as many outlets as possible. This is an example of ________ distribution.

Back 77

intensive

Front 78

Planned obsolescence might involve which of the following?

Back 78

the holding back of attractive functional features, then introducing them later to make older models obsolete

Front 79

Which of the following are the three major types of vertical marketing systems?

Back 79

corporate, contractual, and administered

Front 80

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.

Back 80

the same message, look, and feel

Front 81

Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories?

Back 81

megabrand

Front 82

Channel conflict can ________ different levels of the same channel or ________ firms at the same level of the channel.

Back 82

?Channel conflict may occur among firms at the same level ofthe channel. Or conflicts may occur between different levels of the same channel. Channel conflict:
Disagreement among marketing
channel members on goals, roles, and
rewards—who should do what and for
what rewards.

Front 83

A company might introduce a new brand, especially of they believe ________.

Back 83

A company might believe that the power of its existing brand name is
waning and a new brand name is needed. Or it may create a new brand name when it
enters a new product category for which none of the company’s current brand names
are appropriate.

Front 84

Which of the following is a potential drawback of using Sales 2.0 technologies to make sales presentations and service accounts?

Back 84

The systems can intimidate some clients and salespeople, making them uncomfortable with the process.

Front 85

When suppliers, distributors, and customers partner with each other to improve the performance of the entire system, they are participating in a ________.

Back 85

value delivery network

Front 86

For many years, ________ have dominated the media mix used by national advertisers.

Back 86

television and magazines

Front 87

________, such as Sears, provide more sales assistance because they carry more shopping goods about which customers need information. Their increased operating costs result in higher prices.

Back 87

Limited-service retailers

Front 88

A conventional distribution channel consists of one or more ________ producers, wholesalers, and retailers.

Back 88

independent

Front 89

Companies are always looking for ways to increase selling time. Which of the following are ways to save time to accomplish this goal?

Back 89

Develop better call and routing plans.

Front 90

Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotion mix strategies to gain increased shelf space in stores and to gain increased customer sales?

Back 90

push and pull

Front 91

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?

Back 91

writing tools

Front 92

Marketing logistics involves which of the following distribution flows?

Back 92

outbound, inbound, and reverse only

Front 93

After determining its advertising objectives, the company's next step in developing an advertising program is to ________.

Back 93

set its advertising budget

Front 94

Of the three typical types of sales force structures, which one assigns an exclusive geographical area to each salesperson and requires each salesperson to represent the company's full line of products to customers within that area?

Back 94

territorial

Front 95

Green Gardens is a click-and-mortar seller of gardening and landscaping goods and equipment. The marketing department wants to encourage shoppers at the physical stores to use the company's online catalog to order items that are not available at a given retail location. Which of the following marketing devices is the best match for this goal?

Back 95

kiosks

Front 96

Which of the following problems associated with the poor selection of salespeople is least likely to become a real crisis?

Back 96

less office support

Front 97

A company's channel decisions directly affect every ________.

Back 97

marketing decision

Front 98

Which of the following is one of the main four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?

Back 98

differentiation (what makes the brand stand
out), relevance (how consumers feel it meets their needs), knowledge (how much
consumers know about the brand), and esteem (how highly consumers regard and respect
the brand). Brands with strong brand equity rate high on all ofthese dimensions. A brand
must be distinct, or consumers will have no reason to choose it over other brands. But the
fact that a brand is highly differentiated doesn’t necessarily mean that consumers will buy
it. The brand must stand out in ways that are relevant to consumers’ needs. But even a
differentiated, relevant brand is far from a shoo-in. Before consumers will respond to the
brand, they must first know about and understand it. And that familiarity must lead to a
strong, positive consumer-brand connection.

Front 99

The _________ is the sum total of all the attributes of a brand, and the emotions it inspires in the minds of consumers.

Back 99

brand personality

Front 100

Which of the following is an advantage of a well-designed and targeted telemarketing plan?

Back 100

purchasing convenience

Front 101

According to the text, consumer preference isn't based on taste alone. Consumers attach ________ to brands and develop ________ that go beyond a product's physical attributes.

Back 101

meaning, relationships

Front 102

Which of the following best explains why many companies are adopting the team selling approach to service large, complex accounts?

Back 102

Products have become too complex, and customers too big for one salesperson to support.

Front 103

Catalogs, brochures, samples, and DVDs are all examples of which type of marketing?

Back 103

direct-mail marketing

Front 104

Which of the following are important decisions during the process of developing an advertising program?

Back 104

setting advertising objectives, setting the advertising budget

Front 105

An advantage of a vertical marketing system (VMS) over a conventional distribution channel is that it acts as a ________ system.

Back 105

unified

Front 106

A distinguishing feature of a contractual VMS is that coordination and conflict management among the independent members of the channel are attained through ________.

Back 106

contractual agreements

Front 107

In response to charges of ________, marketers point out that advertising makes much of television and radio free to users and also keeps down the cost of magazines and newspapers.

Back 107

cultural pollution

Front 108

While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________.

Back 108

brand experience

Front 109

Consumers Union, the nonprofit testing and information organization, publishes ________ to assist the consumer in choosing products and to encourage businesses to eliminate product flaws.

Back 109

Consumer Reports

Front 110

Deceptive marketing practices fall into three groups: deceptive ________, deceptive ________, and deceptive ________.

Back 110

pricing; promotion; packaging

Front 111

A long-standing charge against intermediaries is that they mark up prices beyond the ________.

Back 111

value of their services

Front 112

Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company trucks are all examples of ________ that help a company create an identity the public immediately recognizes.

Back 112

corporate identity materials

Front 113

When Pepsi came out with Pepsi Blue and priced it at half price to attract buyers, Pepsi was using ________.

Back 113

market-penetration pricing

Front 114

Ads that are built around dream themes use which type of execution style?

Back 114

fantasy

Front 115

Consumers usually perceive higher-priced products as ________.

Back 115

having a higher quality

Front 116

When McDonald's offers its products inside of a Wal-Mart store, it is acting as part of a ________.

Back 116

horizontal marketing system

Front 117

What are the two goals of direct marketing?

Back 117

to obtain an immediate response and build a lasting customer relationship

Front 118

________ calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

Back 118

Sustainable marketing

Front 119

Critics charge that high advertising and promotion costs unnecessarily increase retail prices. Marketers would most likely respond to this criticism by arguing that advertising adds ________.

Back 119

value by providing information about product availability and merits of a brand

Front 120

When General Motors provides payments or price reductions to its new car dealers as rewards for participating in advertising and sales support programs, it is granting a(n) ________.

Back 120

promotional allowance

Front 121

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PCs to Macs. When companies use people, actors, or sports celebrities as product endorsers, what kind of execution style is being used?

Back 121

testimonial evidence

Front 122

A salesperson's ________ is often related to how well he or she meets a set quota.

Back 122

compensation

Front 123

Organic Designs is a small, successful chain of stores offering stylish clothes made of all-organic materials for infants, toddlers, and young children. Most of the Organic Designs stores are located in urban areas. Now Organic Designs is considering using direct marketing to reach potential customers who live outside of the company's existing markets, with the goal of creating emotional connections and long-term relationships with a new group of customers. Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?

Back 123

catalog marketing

Front 124

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.

Back 124

broadcasting; narrowcasting

Front 125

Which of the following are some of the major steps in selecting advertising media?

Back 125

deciding on reach, frequency, and impact, choosing among major media types

Front 126

________ includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.

Back 126

Retailing

Front 127

A great ________ absolutely requires a strong, memorable name.

Back 127

brand

Front 128

________ is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.

Back 128

Consumerism

Front 129

Direct marketing is continuing to become more ________ oriented.

Back 129

Web

Front 130

________ uses buyers' perceptions of what a product is worth, not the seller's cost, as the key to pricing.

Back 130

Value-based pricing

Front 131

________ describes how responsive demand will be to a change in price.

Back 131

Price elasticity

Front 132

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.

Back 132

media planning

Front 133

Savings for You, a discount retail chain, is highly competitive. When entering a new market, Savings for You often cuts prices so deeply that it sells below costs, effectively pushing smaller companies with less purchasing power out of the market. Savings for You is most at risk of being accused of ________.

Back 133

predatory pricing

Front 134

If demand hardly changes with a small change in price, we say the demand is ________.

Back 134

inelastic

Front 135

Of the following, which is the LEAST creative sales position?

Back 135

order taker

Front 136

A company can unite its marketing and sales functions through many activities. Which is the least likely to be effective?

Back 136

assigning a telemarketer the task of visiting a customer

Front 137

Recently General Motors was on the brink of bankruptcy. One of the solutions was to deal with their problem of multibranding. What did GM do to reduce costs and increase profitability?

Back 137

They cut many modest or failing brands to focus on their stronger brands.

Front 138

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ________ will deliver a consistent and positive message about the company.

Back 138

brand contact

Front 139

The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals.

Back 139

objective-and-task

Front 140

When choosing a brand name, the process begins with ________.

Back 140

It begins with a careful review ofthe product and its benefits, the
target market, and proposed marketing strategies. After that, naming a brand becomes
part science, part art, and a measure ofinstinct.

•It should suggest something about the type of products it will brand.
•It should be easy to pronounce, recognize, and remember.
•It should be distinctive.
•It should be extendable, that is, not tied too closely to one product.
•It should be pronounceable in many languages, such as Kodak.

•It should be capable of registration and protection as a trademark.

Front 141

Branding helps consumers in many ways. Which of the following is definitely one way?

Back 141

Brand names help customers identify products that might benefit them.

Front 142

Large marketing companies can use patents and heavy promotion spending to ________.

Back 142

set up barriers for others wanting to enter the industry

Front 143

Which of the following is the term for the individuals in a company who travel to call on customers in the field?

Back 143

outside sales force

Front 144

If Northwest Awnings charges the same price for delivery of their product to any customer that is located within the Great Lakes states, the company is using ________.

Back 144

zone pricing

Front 145

Which of the following is a deception or fraud concern for Internet users and marketers?

Back 145

eavesdropping

Front 146

With an understanding of price elasticity, sellers should know that the less elastic the demand for their product is, the more advantageous it is for them to ________.

Back 146

raise the price

Front 147

Which of the following is a cost-based approach to pricing?

Back 147

break-even pricing

Front 148

The goal of marketing logistics should be to provide a ________ level of customer service at the least cost.

Back 148

targeted

Front 149

Which of the following is likely to be the least effective action that a company can take to combat a competitor's price cut on a product?

Back 149

bundle products together

Front 150

________ is the basis of all discount operations and is typically used by sellers of convenience goods. Retailers offering this level of service require customers to perform their own "locate-compare-select" process in order to save money.

Back 150

Self-service

Front 151

Members of a company's ________ conduct business from their offices through the telephone, the Internet, or visits from customers.

Back 151

inside sales force

Front 152

When a competitor cuts its price, a company might decide to ________ if it believes it will not lose much market share or would lose too much profit by cutting its own price.

Back 152

maintain its current price and profit margin

Front 153

________ occurs when two established brand names of different companies are used on the same product.

Back 153

Co-branding

Front 154

________ are the sum of the ________ and ________ for any given level of production.

Back 154

Total costs; fixed; variable costs

Front 155

Big Mike's Health Food Store sells nutritional energy-producing foods. The price of the products sold varies according to individual customer accounts and situations. For example, long-time customers receive discounts. This strategy is an example of ________.

Back 155

dynamic pricing

Front 156

Information about a customer's activities and interests are all ________ in a customer database.

Back 156

psychographics

Front 157

Sometimes a producer chooses only a few dealers in a territory to distribute its products or services. Generally these dealers are given a right to ________ distribution.

Back 157

exclusive

Front 158

Management uses the workload approach to ________.

Back 158

set the size of the sales force

Front 159

Companies that use a customer sales force structure organize their salespeople by ________.

Back 159

industry

Front 160

________ is the message execution style that depicts one or more typical people using the product in a normal setting.

Back 160

Slice of life

Front 161

To increase a channel's service level, the channel must provide a greater assortment of products, more add-on services, and ________.

Back 161

faster delivery

Front 162

Which of the following promotion tools involves personal presentation by the firm's sales force for the purpose of making sales and building customer relationships?

Back 162

personal selling

Front 163

Measuring ________ can be difficult. A company might conduct surveys or experiments to test this in the different products they offer.

Back 163

perceived value

Front 164

________ is the company's most expensive promotion tool.

Back 164

Personal selling

Front 165

Which of the following is the least likely reason for a company to initiate a price cut?

Back 165

to obtain prestige

Front 166

________ are facing slow sales growth because of slower population growth, increased competition, and the rapid growth of out-of-home eating.

Back 166

Supermarkets

Front 167

Under ________, the market consists of a few sellers who are highly sensitive to each other's pricing and marketing strategies.

Back 167

oligopolistic competition

Front 168

________ consists of short-term incentives to encourage the purchase or sale of a product or service.

Back 168

Sales promotion

Front 169

________ prices are the prices that buyers carry in their mind and refers to when looking at a given product.

Back 169

Reference

Front 170

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the ________ function of public relations.

Back 170

press relations

Front 171

In marketing terms, we say that the number of intermediary levels indicates the ________ of a channel.

Back 171

length

Front 172

Due to worsening economic times customers are becoming more cost conscious and increasingly are abandoning ________ in favour of ________.

Back 172

national brands, private brands

Front 173

Which of the following is a factor in the changes occurring in today's marketing communications?

Back 173

Improvements in communication technologies are changing how companies and customers communicate with each other.

Front 174

Another term for the supply chain that suggests a sense-and-respond view of the market is ________.

Back 174

demand chain

Front 175

Of the seven Cs of effective Web site design, ________ refers to the ways that the site enables user-to-user communication.

Back 175

community

Front 176

Today, direct marketing relies heavily on database technologies and new marketing media. Early direct marketers primarily used direct mailers, telemarketing, and ________.

Back 176

catalogs

Front 177

Due in a large part to advances in technology, ________ is a major trend whereby product and service producers are bypassing intermediaries and going directly to final buyers, or radically new types of channel intermediaries are emerging to displace traditional ones.

Back 177

disintermediation

Front 178

________ involves charging a constant low price with few or no temporary price discounts.

Back 178

Everyday low pricing (EDLP)

Front 179

How has the National Do Not Call Registry changed the telemarketing industry?

Back 179

Telemarketers are more effectively managing relationships with existing customers.

Front 180

An e-mail from Amazon.ca offers free shipping on your next purchase of more than $40. This is an example of a ________.

Back 180

sales promotion

Front 181

Xbox 360 decides to add a free subscription to XBOX magazine with every game bought in an effort to differentiate its offering from PS3 games. This is an example of ________.

Back 181

value-added pricing

Front 182

Specialty stores carry ________ with ________ within them.

Back 182

narrow product lines; deep assortments

Front 183

The most common type of contractual VMS agreement in business is the ________.

Back 183

franchise organization

Front 184

Which of the following types of ads can users block through the use of applications developed by Web browser providers?

Back 184

pop-ups

Front 185

Which promotional tool is described as less public, immediate, customized, and interactive?

Back 185

direct marketing

Front 186

When consumers can drive transactions with businesses, what type of online marketing is being used?

Back 186

consumer-to-business

Front 187

In designing its marketing channel, Chairs for Every Occasion has moved from a make-and-sell view of its business, which focused on productive inputs and factory capacity as a starting point for marketing planning, to a sense-and-respond view, which begins instead with the needs of target customers. With this new view, Chairs for Every Occasion is developing its ________.

Back 187

demand chain

Front 188

Consumer advocates call for which of the following additional consumer?

Back 188

The right to be well informed about important product aspects.

Front 189

Under ________, the market consists of many buyers and sellers who trade over a range of prices rather than a single market price.

Back 189

monopolistic competition

Front 190

Costs that vary directly with the level of production are referred to as ________ costs.

Back 190

variable

Front 191

Companies should state their channel objectives in terms of targeted levels of ________.

Back 191

customer service

Front 192

Which of the following is most likely to be seen as the major enduring asset of a company, outlasting the company's specific products and facilities?

Back 192

brands

Front 193

Mach 3 razor blades must be used in the Mach 3 razor. Which type of pricing is most likely used?

Back 193

captive-product pricing

Front 194

Distribution channel decisions often involve ________ with other firms, particularly those that involve contracts or relationships with channel partners.

Back 194

long-term commitments

Front 195

Break-even pricing, or a variation called ________, is when the firm tries to determine the price at which it will break even or make the profit it is seeking.

Back 195

target return pricing

Front 196

The fact that a hot dog cost five times more at Disneyland than at Sam's Club is an example of ________.

Back 196

captive-product pricing

Front 197

When a company compares the likely sales, costs, and profitability of different channel alternatives, it is using ________ criteria to evaluate its channel options.

Back 197

economic

Front 198

Which of the following best explains why companies often fail to integrate their various communications to consumers?

Back 198

Communications often come from different parts of the company.

Front 199

The text tells a story of a couple that designed their wedding around the Black & Decker's DeWalt brand. This is an extreme example of ________.

Back 199

brand advocacy

Front 200

Brands occupy a level of social regard with respect to one another. We consider a Rolls-Royce or Bentley car differently than a Chevrolet or Hyundai. This is an example of brand ________.

Back 200

status