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final
| Question | Answer |
|---|---|
| Which of the following statements is true about the difference between direct and indirect marketing channels? | direct: products go from producer or manufacturer to consumer. indirect: products go from producer to intermediary to consumer |
| Which of the following statements about how intermediaries add value is false? | marketing intermediaries add value by increasing the number of transactions between manufacturers and consumers |
| Which of the following is false about the service-profit chain model? | when employees are loyal, customers tend to be loyal which drives company growth. |
| which of the following is false about the Gap Model of Service Quality? | it states that gaps in customer service can be easily fixed |
| in which step of the process does a company conduct a PESTLE analysis? | analyzing the external environment |
| toward the end of the summer travel-the-world, LLC sets the pricing objectives for its vacations based on earning in a specific profit during this time period. This objective is known as ? | target return |
| which of the following is NOT a factor in demand elasticity? | demand curve |
| which of the following is NOT a major element of the promotion mix? | signage |
| which of the following is NOT an example of advertising? | the selling that takes place between a sales rep and a potential customer |
| ______ entails using various forms of the promotion mix to send the same message to targeted audience. | IMC integrated marketing communication |
| Which of the following is NOT a method of determining a promotional budget? | bottom-up-method |
| which of the following is NOT a characteristic of integrated marketing communication (IMC)? | it sends different messages through different promotion tools to see which one is most effective at getting consumers to make a purchase |
| what direct marketing tool allows industry professionals in the B2B space the opportunity to share new product information? | trade shows |
| which is NOT a digital marketing tool? | digital music |
| A ____ is a system of people, organizations, and activities that work together to make good and services available to consumers to purchase. | marketing channel |
| Consumers can only buy lights from Light-to_You uses a(n) ______ marketing channel? | direct |
| which of the following is not the type of vertical marketing system? | conventional vertical marketing system |
| ______ is a distribution strategy that includes choosing more than one but fewer than all possible intermediaries to distribute a company's market offering? | selective |
| which of the following is not a product-related factor that influences channel decisions? | convenience |
| which step in the service-profit chain model follows customer satisfaction? | customer loyalty |
| In the service marketing triangle which element refers to the promotion of an organization's services through techniques such as advertising direct marketing, public relations, and personal selling? | external service marketing |
| In the communication process there are many elements outside of the senders or marketer's control. Which of the following terms describes the interference that can blur the message or get in the way of it being received as intended by the sender or market | noise |
| _____ tap into a consumers attraction to happiness, fear, trust, sadness, anger, and guilt, while _____ tap into a consumers attraction to doing what's right. | emotional appeals; moral appeals |
| a company sends emails, catalogs, or text messages straight to customers to encourage purchases what type of marketing is this called? | direct marketing |
| Bellisimona, a local pizza place sends a postcard to new residents in it neighborhood inviting them to dine at their restaurant for 20% off, Bellisimona is using which direct marketing tool? | direct mail |
| which of the following trends has contributed the MOST to the evaluation of online direct marketing? | internet usage and access to mobile devices has exploded |
| Jameer works as MRI tech where he uses a body scanner to capture images that are then shared with doctors for analysis. Jameer works in which equipment based service subcategory? | skilled operators |
| a characteristic of services is that you cannot separate the delivery of the service from the presence of the customer. This is known as _______. | service inseparability |
| A fan would need to purchase an additional ticket to a different show to see Beyonce perform again. What characteristic of service does this example represent? | Service intangibility |
| Miguel is a broker for Eagle Eye Aircraft. Miguel never takes ownership of the aircrafts he sells, he provides buyers with information about the various model and facilitates the purchases. Miguel is a(n) ___acting as an extension of the manufacturer. | agent |
| Athleisure brand Athlean sells its activewear through its physical stores and through its e-commerce site online. Athlean uses which type of marketing system to distribute its products? | omnichannel marketing system |
| which of the following represents a people-based service? | a physician who discusses test results with a patient |
| In the communication process, _____ describes how the message is developed, while ______ is how the message is unpacked by the receiver? | encoding; decoding |
| websites, email, and online video marketing are only as good as the ____ they deliver. | content |
| a local marketing agency would like to use social media to attract new talent for an open position in digital marketing. Which social media platform would connect it with the right target market? | |
| Jacob would like to measure the total number of visitors to his company's website during the month of November. Which online marketing metric would Jacob use? | website traffic |
| Millies cakes offers custom cakes for all occasions. Millie has a lot of local competition and would like her company's ad to appear first in Google searches. What digital advertising tool would Millie use to drive traffic to her store? | paid search |
| Every time someone using Google click on an ad, Google charges the company that created the ad. Marketers use ____ to measure how much they are paying search engines every time someone click the ad. | cost per click |
| when Apple sets the price of its latest Apple Watch model 25% higher than all other competitors in the market upon launch and then lowers the price over time it is using the _________ | price skimming strategy |
| A local bakery offers consumers a BOGO free deal on all cupcakes when its launches a new cupcake flavor. This is an example of _____. | sales promotion |
| Most clients have come to Mike based on what they have heard about him. Which promotion mix element is Mike benefiting from? | public relations |
| _____ is the exchange of something of value between a buyer and a seller? | price |
| what is the primary difference between physical good and non-physical services? | physical good are tangible; services are intangible |
| ______ is/are one element of the five critical C's of pricing that is selected to maximize the profit of intermediaries. | channels of distribution |
| which of the following is NOT one of the five critical C's of pricing? | collaboration |
| Belize Barber shop offers customers extra services alongside the haircuts it provides. The company prices its haircuts slightly higher because of these services. Which pricing objective is Belize Barber shop using? | customer value |
| After the company moved to a new supplier, lids were failing to secured when set in cupholders. This is an example of which type of service gap? | policy gap |
| which of the following tools can marketers use to estimate demand for their products? | demand curve |
| the _____ for product and services offered by a competitor that are similar to another company's products can influence the elasticity of demand. | availability of substitutes |
| airplain manufacturers airbolt sells its Zoom Model x12 to airline companies that fly consumers all over the U.S. The relationship between airbold and the airlines represents a(n) _______ marketing channel in the _____ market? | direct; B2B |
Created by:
aymedina