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A(n) _________________ contains one or more intermediary levels.
A. Channel distribution
B. Merchant intermediary
C. Agent intermediary
D. Direct channel
E. Indirect channel
Caesars Entertainment has found that it is best to invest in customers who fall into the
_________ because they yield more return on investment.
A. Zone of defection
B. Zone of affection
C. Zone of indifference
D. Zone of leaving
E. None of these
Differentiated target marketing means ______.
A. Different prices to different markets
B. The same value offering to every market segment
C. Different value offerings for different target markets
D. Using the push and pull strategy to differentiate markets
E. None of these
Outlets Where Brand or Product Is Listed but Unavailable (#) divided by Total Outlets
Where Brand or Product Is Listed (#) equals ____________.
A. Stock-outs (%)
B. Service
C. Inventory turns
D. Percentage of sales on deal
E. Pass-through
_____________________ is not one of the four types of promotional budgets.
A. Objective-and-task method
B. Percent-of-sales method
C. Desire and action method
D. Comparative parity method
E. All-you-can-afford method
____________ show the results of the efforts expended by the salesperson.
A. Subjective measures
B. Output measures
C. Objective measures
D. Input measures
E. Nonfinancial incentives
The Girl Scouts introduced a cookie finder app in 2013. This is reflected in the
___________ change driver impacting the future of marketing.
A. Shift to product glut and customer shortage
B. Shift in power from marketer to customer
C. Shift in generational values and preferences
D. Shift to distinguishing Marketing (Big M) from marketing (little m)
E. Shift to justifying the relevance and payback of the marketing investment
A manufacturer of food products is looking at entering several new markets in
developing countries. Before it does this, the company wants to collect data on item and
flavor preferences in these markets. It sends out a survey that has been accurately
translated into the local language, but it still receives inconsistent results. In talking
with a consulting firm, the manufacturer is informed that several of these countries have
extremely high illiteracy rates and the survey answers may be only random guesses by
the respondents. This shows the _______ problem that can occur when collecting
primary data in global markets.
A. Unwillingness to respond
B. Limited access
C. Unreliable sampling procedures
D. Inaccurate language translation
E. Insufficient comprehension
The Delphi technique tries to use expert opinion to forecast market demand but it is
distinctly different than other methods in as much as it _____________.
A. Tries to control for executive emotion
B. Uses an iterative approach with repeated measurement to control for direct
confrontation
C. Uses consumers in a panel to discuss their planned purchases
D. Tries to make suppliers, buyers, users, and deciders part of the process
E. None of these
The vast majority of advertising is ___________.
A. Institutional
B. Product
C. Slice of life
D. Moral
E. Research-based
Hernandez Brothers manufactures trailers that are used by lawn service companies. The
company was started in Texas by their father with 1 production site and 4 sales and
service locations. Since the sons took over, they have expanded in the last 12 years to
include 26 sales and service centers throughout the southeast. Mostly likely, the
company is using a generic strategy based on ________.
A. Retrenchment
B. Stability
C. Market development
D. Growth/concentration via vertical integration
E. Growth/concentration based on horizontal integration
A manufacturer employing a pull strategy would engage in _____________.
A. Contests
B. Mass media
C. Sales force contests
D. Store displays
E. Both contests and mass media
Aligning the firm's philosophy with that of a potential channel partner would be
identified in the channel strategy of ___________.
A. Cost
B. Coverage
C. Character
D. Continuity
E. Control
The household life cycle is changing due to changes in ______.
A. Cultural beliefs
B. Cultural values
C. Family structure
D. Family life stage
E. Social class
Big M Marketing is also known as ___________.
A. Long-term planning
B. Tactical marketing
C. Strategic marketing
D. A mission statement
E. Differentiation orientation
One of the complaints of traditional couponing has been the low response rate and, even
in early stages of adoption, _________ has demonstrated the ability to increase the
response rate.
A. Text messaging
B. Online advertising
C. Institutional advertising
D. Geo-location marketing
E. Sales promotion
Mark Jones, the marketing manager for Big Brand Furniture, is conducting an analysis
of internal sales data. These data are collected and stored electronically on site by each
store. He is able to access the data on his computer at the corporate headquarters. He is
gathering this information via a(n) ___________.
A. CRM system
B. Information broker
C. Market research organization
D. Online database
E. Sales force automation system
______________________ is a characteristic of a great sales presentation.
A. Explaining the value proposition
B. Maximizing change conflict
C. Developing win-lose solutions
D. Focusing on technology
E. Emphasizing features over benefits
The owner of NOP detergents is working with an art designer on the label for a new line
of naturally scented detergents. They are trying to come up with the best way to place
the brand and logo along with the other required information on the label. They are
working on the ________ requirements of labeling.
A. Legislative
B. Marketing
C. Legal
D. Industry
E. Consumer
Shabreka Lopez, marketing manager for Yaard-Vark Lawn Tractors, is interested in the
relationship between the prices of lawn tractors and the level of sales. To test whether
increasing prices will lead to a change in sales and how much of a change, she should
use ________ research.
A. Causal
B. Descriptive
C. Random
D. Academic
E. Exploratory
