______________________ is a good reason to use radio advertising.
A.It appeals to multiple senses
B.It has a long shelf life
C.It is high involvement
D.It facilitates easy selectivity
E.It has an audio only format
Among other advantages, radio as a medium of advertising offers easy selectivity by
market and station programming.
A(n) _____ has no intermediaries and operates strictly from producer to end-user
consumer or business user.
A.Direct channel
B.Indirect channel
C.Corporate VMS
D.Contractual VMS
E.Administered VMS
A direct channel has no intermediaries and operates strictly from producer to end-user
consumer or business user.
One benefit of magazine advertising is ________________________________.
A.The ad space is guaranteed in a location
B.The message can be personalized
C.High pass-along rate
D.High frequency
E.There is a short lead time
Magazines as a medium of advertising offer the advantage of a high pass-along rate.
Some industries take in product from multiple sources and transform it, often through
sorting it into different classifications for sales through the channel. This is an example
of _____________.
A.Reverse logistics
B.Disintermediation
C.Assortment creation
D.Breaking bulk
E.Accumulating bulk
Industries which take in product from multiple sources and sort it into different
classifications for sales through the channel, perform the function of accumulating bulk.
Juan Martinez, a researcher for ABC Research group, is working on crafting a survey
for a client. He is concentrating on framing the questions, selecting response choices,
refining the wording and determining how many questions to ask. He is focusing on the
_________ activity of the research design process.
A.Type of Research
B.Nature of Data
C.Nature of Data Collection
D.Information Content
E.Sampling Plan
A critical part of research design involves determining exactly what information is
needed and how to frame the questions to get that information. It is done in the
information content part of research design.
Pricing strategy is related to product line strategy. Often multiple price points are
targeted at specific markets with unique features following a __________ product line
strategy.
A.Good to worst
B.Low quality to high quality
C.Good, better, best
D.Compensatory
E.Fragmented
A “good, better, best” product line strategy develops multiple product lines that include
products with distinct features at particular price points to attract multiple target
markets.
AMA’s current official definition of marketing reflects the view towards marketing
activities as ______.
A.Focused on strategy
B.Focused on tactics like using electronic commerce and new media like You Tube
C.Focused on activities throughout the organization, not just a department
D.Focused on value, through creating, communicating, delivering and exchanging
offering that create value
E.A, C and D
The American Marketing Association defines marketing as follows: marketing is the
activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at
large.
______ include independent groups, personal associations, marketer-created
information and experiences.
A.External information sources
B.Internal information sources
C.Low information sources
D.High information sources
E.Preferred information bases
Various external information sources are independent groups, personal associations
(friends and family), marketer-created information (sales brochures, advertising), and
experiences (product trial and demonstrations).
The retailers’______________ helps manufacturers because it stores the product close
to consumers and makes it easier for them to purchase.
A.Store layout
B.Assortment of products
C.Variety of products
D.Inventory
E.Pricing strategy
Retailers carry inventory that helps both the customer and the manufacturer as they
keep a supply on hand when it is needed.
New-to-the-world products are products that _______.
A.Have been available before but are recycled
B.Are repositioned
C.Have not been available before their introduction to the market
D.Are not disruptive to the market place
E.None of the above
The very definition of new-to-the-world means that the product has not been available
in the market before.
AIOs are used for psychographic segmentation. AIO stands for _______.
A.Archives, intellect, and opinions
B.Activities, interests, and opinions
C.Archives, intellect, and orientation
D.Activities, intellect, and orientation
E.None of the above
AIO stands for activities, interests, and opinions. AIOs are used for psychographic
segmentation.