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In the customer sales force structure, each salesperson is assigned to an exclusive
geographic area and sells the company's full line of products or services to all
customers in that territory.
A service refers to an activity, benefit, or satisfaction offered for sale that is essentially
intangible and does not result in the ownership of anything.
Marketers drive traffic to the company Web sites solely through using other online and
digital marketing tools.
The purpose of advertising is to get consumers to think about or react to the product or
company in a certain way.
Online social networks represent an important avenue to create buzz for marketers.
With outbound telephone marketing, the company provides a toll-free phone number to
receive orders from television ads, print ads, direct mail, and catalogs.
Business promotions are used to generate business leads, stimulate purchases, reward
customers, and motivate salespeople.
A company must lower its ethical standards to successfully conduct business in
countries with low standards.
Like retailers, wholesalers must decide on product and service assortments, prices,
promotion, and place.
Branding decisions include determining a product price.
When segmenting by user status, markets are segmented into light, medium, and heavy
product users.
Marketers usually limit their segmentation analysis to only one major variable.
Electronic data interchange is the digital exchange of data between organizations, which
primarily is transmitted via the Internet.
Power centers tend to be smaller than lifestyle centers.
The affordable method of setting advertising budgets takes into consideration the effects
of promotion on sales.
In a subsistence economy, fast growth in manufacturing results in rapid overall
economic growth.
CAFTA-DR has eliminated all trade barriers and investment restrictions among the
United States, Canada, and Mexico.
Persuasive advertising aims to build broad demand.
At Price & Wallace Inc., a pharmaceuticals company, members of the sales force and
marketing department tend to have disagreements when things go wrong with a
customer. The marketers blame the salespeople for poorly executing their strategies,
while the salespeople blame the marketers for being out of touch with customers.
Which of the following steps should upper management at Price & Wallace take to help
bring the sales and marketing functions closer together?
A) establish a customer sales force structure and make sure that sales quotas are easily
achievable
B) establish a complex sales force structure
C) emphasize traditional methods of selling
D) adopt a sales force automation system and implement team selling
E) appoint a high-level marketing executive to oversee both marketing and sales
Refer to the scenario below to answer the following question(s).
Kimberly's Crown sells and designs jewelry. Despite the jewelry's popularity, products
are available only through a few shopping stores across the country.
What distribution strategy does Kimberly's Crown use?
A) exclusive
B) intensive
C) selective
D) inclusive
E) extensive
________ are offers of a trial amount of a product.
A) Samples
B) Coupons
C) Premiums
D) Rebates
E) Price packs
A manufacturer of a variety of technological devices asked its marketing department to
develop inexpensive methods of building and maintaining brand awareness and
excitement. The marketing department then recruited consumers who were early
adopters of technological devices to spread the word about the company's new products.
This is an example of ________.
A) a reverse marketing activity
B) nonpersonal marketing
C) sales promotion
D) buzz marketing
E) direct marketing
________ are major exporters of manufactured goods, services, and investment funds.
A) Raw material exporting economies
B) Subsistent economies
C) Industrializing economies
D) Industrial economies
E) Emerging economies
When a customer lets a producer know something about its products or advertising, the
customer is providing ________.
A) decoding
B) noise
C) feedback
D) encoding
E) reverse marketing
Which of the following terms refers to a tax levied by a foreign government against
certain imported products?
A) embargo
B) tariff
C) excise
D) exchange control
E) quota
In several major cities in the U.S, the ________ operates business service centers with
staffs to provide a complete education on the way government agencies buy, the steps
that suppliers should follow, and the procurement opportunities available.
A) Defense Logistics Agency
B) Federal Business Agency
C) Small Business Administration
D) General Services Administration
E) U.S. Commerce Department
Apollo Couriers, a company providing international express mail services, has a
proactive customer communications team. The primary job of this team is to identify
situations that led to customer dissatisfaction, and then provide quick remedies to fix
the problems. To a great extent, this has helped Apollo in winning customer loyalty. In
this instance, Apollo has benefitted from ________.
A) product differentiation
B) good service recovery
C) multibranding
D) place marketing
E) co-branding
Describing available services and support is most likely a goal of ________ advertising.
A) reminder
B) competitive
C) covert
D) attack
E) informative
Business-to-consumer companies are more likely to emphasize a ________ promotion
strategy, while business-to-business companies are more likely to emphasize a
________ promotion strategy.
A) pull; push
B) push; pull
C) pulse; pull
D) blitz; pull
E) push; blitz
Cape Sky Inc., an international insurance and financial services company, is the primary
sponsor of the annual New York City Marathon, which is attended by over one million
fans and watched by approximately 300 million viewers worldwide. The Cape Sky logo
and name are displayed throughout the race course. Cape Sky most likely sponsors this
event in order to appeal to which of the following types of publics?
A) financial publics
B) citizen-action publics
C) government publics
D) general publics
E) internal publics
With the recent explosion of information technologies, ________.
A) most marketing managers are overloaded with data and often overwhelmed by it
B) most marketing managers are concerned solely about the duplication of content
C) companies have ceased to feel the need for marketing information systems
D) companies have ceased to maintain internal databases
E) it has become more difficult and expensive to obtain primary data
The information sources that are the most effective at influencing a consumer's
purchase decision are ________. These sources legitimize or evaluate products for the
buyer.
A) commercial
B) public
C) experimental
D) personal
E) attitudinal
________ are industrial products.
A) Major appliances
B) Laundry detergents
C) Life insurance policies
D) Office supplies
E) Legal services
A catalog retailer in the United States has identified African American professionals
between the ages of 35 and 45 as a group of potential customers for its products. The
retailer plans to direct its marketing efforts toward this group of consumers. Which of
the following market segmentation variables did the catalog retailer most likely use?
A) demographic
B) psychographic
C) user status
D) loyalty status
E) usage rate
What is the most common type of agent wholesaler?
A) wholesale merchant
B) industrial distributor
C) limited-service wholesaler
D) manufacturers' representative
E) truck jobber
Stores such as Walmart, Best Buy, PetSmart, David's Bridal, and DSW Shoes use
________ positioning.
A) more for the same
B) more for less
C) same for less
D) less for much less
E) more for more
________ are society's relatively permanent and ordered divisions whose members
share similar values, interests, and behaviors.
A) Social classes
B) Societal norms
C) Reference groups
D) Universal cultures
E) Social networks
Online ads that incorporate animation, video, sound, and interactivity are called
________.
A) search-related ads
B) parody ads
C) content-based ads
D) digital catalogs
E) rich media ads
What are some of the problems associated with matrix approaches?
Define interactive marketing. Why is it considered an important skill for service
marketers?
Describe two ways that marketers can participate in online social networks. What are
the challenges and advantages of these approaches?
Explain how a company benefits from monitoring the blogosphere.
Why might individual departments prefer sequential product development?
Describe and compare the four types of customers classified by their potential
profitability to an organization. Explain how an organization should manage each type
of customer.
