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A hybrid sales rep ________.
A) works exclusively from remote locations
B) is a modern cross between a field sales rep and an inside rep
C) rarely engages in face-to-face interactions with customers
D) performs sales audits
E) sets the sales objectives of companies
If a company's aim is to make its own and competing products obsolete and serve
customers who want state-of-the-art products and services, it is using a value discipline
called ________.
A) overall cost leadership
B) product activation
C) product binning
D) product leadership
E) customer intimacy
In the model of buyer behavior, which of the following is NOT a major type of force or
event in the buyer's environment?
A) economic
B) technological
C) social
D) political
E) cultural
Companies often fail to integrate their various communications to consumers because
________.
A) historically, consumers have been able to distinguish between message sources
B) advertising departments are reluctant to work with public relations professionals
C) communications often come from different parts of the company
D) personal selling and sales promotion are in direct conflict
E) firms have overemphasized the concept of brand contact
________ marketing consists of activities undertaken to create, maintain, or change
attitudes toward particular people. People ranging from presidents, entertainers, and
sports figures to professionals such as doctors, lawyers, and architects use it to build
their reputations.
A) Corporate image
B) Person
C) Social
D) Organization
E) Place
Which of the following is most likely true of marketing channel decisions?
A) They often involve long-term commitments to other firms.
B) They have minimal influence on the prices of products offered to customers.
C) They increase the amount of time a company spends connecting with customers.
D) They increase the amount of effort a company puts in to distribute goods.
E) They are easily altered, replaced, or discarded.
Refer to the scenario below to answer the following question.
Alden Manufacturing produces small kitchen appliances'”blenders, hand mixers, and
electric skillets'”under the brand name First Generation. Alden attempts to target
newlyweds and first-time home buyers with this brand.
Considering that most young households have limited financial resources, Alden
attempts to engage in target costing. "In doing this," says Milt Alden, the co-founder of
Alden Electronics, "we have better control over keeping price right in line with
customers."
Alden manufactures a three-speed blender, its top seller, along with a five-speed
blender. The hand mixers are manufactured in two variants'”a small handheld mixer
with two rotating beaters and another that comes with an optional stand and an attached
mixing bowl. Alden's temperature-controlled skillets are manufactured in a single style
with three color options.
"Our product offerings are narrower," Milt Alden added, "but our line workers know
each product like the back of their hands. This allows us to produce superior products
while holding our prices low.
Milt Alden says that his line workers "know each product like the back of their hands,"
and that this knowledge helps the company keep its prices low. This indicates that
Alden Manufacturing most likely benefits from the ________.
A) cost-plus pricing
B) value-added pricing
C) experience curve
D) inelastic demand in the market
E) derived demand in the market
Total government spending is determined by ________.
A) legal treatises
B) marketing efforts
C) elected officials
D) court rulings
E) technology needs
While advertising campaigns can help create name recognition, brand knowledge, and
perhaps even some brand preference, brands are not maintained by advertising but by
________.
A) brand differentiation
B) line extensions
C) brand experiences
D) brand sponsorships
E) brand awareness
Neal Murphy sells his company's unique products on television programs. He hosts a
30-minute show in which he demonstrates and explains the advantages of the product.
At the end of the show, a toll-free number is displayed on the screen that can be used by
viewers to place their orders for the product. Which of the following forms of
advertising is evident here?
A) direct-response television advertising
B) telemarketing
C) interactive television marketing
D) podcast marketing
E) kiosk marketing
A marketer of women's hair care products targeting Chinese customers created an
advertising message that told women their hair could be worn any way they wanted as
opposed to wearing it straight. The message suggested the women did not need to
conform to the mainstream media definition of beauty. It is most accurate to say that
this ad was based on an understanding of customers' ________.
A) social class
B) life-cycle stage
C) self-concept
D) status
E) role
________ allows consumers to gain additional information about a product through the
use of a remote control.
A) Telemarketing
B) Kiosk marketing
C) Podcasting
D) Video conferencing
E) Interactive television
What is the purpose of a data warehouse?
A) to obtain secondary data and integrate it with primary data
B) to gather and integrate data in a central, accessible location
C) to interpret the data obtained
D) to prevent the theft of customer data
E) to identify and discard outdated data
The Wii system, developed by Nintendo, with its intuitive motion-sensitive controller
and interactive games, appealed not only to teen boys but also to their sisters, moms,
dads, and even grandparents. This is a successful example of ________ marketing.
A) consumer-oriented
B) innovative
C) customer-value
D) societal
E) sense-of-mission
The key businesses of Kimberley and Price consist of a division that produces and sells
breakfast cereals and another that manufactures gardening tools. Each of these
businesses is called a ________.
A) market segment
B) strategic business unit
C) question mark
D) prospect
E) product portfolio
Kellogg ads in the United States promote the taste and nutrition of Kellogg's cereals
versus competitors' brands. In France, where consumers drink little milk and eat little
for breakfast, Kellogg's ads must convince consumers that cereals are a tasty and
healthful breakfast. Which marketing strategy is being followed by Kellogg?
A) straight product extension
B) product adaptation
C) product invention
D) communication adaptation
E) straight communication extension
McDonald's "Plan to Win" strategy has added healthy food options to its menu, phased
out traditional artery-clogging trans fats, launched a major multifaceted education
campaign, and addressed environmental issues. "Plan to Win" best exemplifies the
________ concept.
A) sustainable marketing
B) direct marketing
C) mercantilism
D) strategic planning
E) consumer business
Sears opened up department stores in Mexico and Spain, where it found qualified local
manufacturers to produce many of the products it sells. This type of joint venture is
known as ________.
A) joint ownership
B) licensing
C) management contracting
D) indirect exporting
E) contract manufacturing
Pace Hardware uses Learningnow.com to improve sales force effectiveness and
facilitate sharing of expertise. It allows Pace retailers to connect with each other for
seeking managerial and marketing advice. It also allows Pace retailers to ask their
suppliers about product usage, deliveries, and warranties, and send new-product
information directly to the retailers. In this instance, Pace Hardware is facilitating
communication through ________.
A) extranet links
B) podcasts
C) search engines
D) trading exchanges
E) reverse auctions
Making more sales to current customers without changing a firm's products is known as
________.
A) market segmentation
B) market penetration
C) product diversification
D) product development
E) prospecting
