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Marketing 1-20

Question	Answer
In the U.S., about ________ people work in advertising agencies.	230,000
Which of the following would be a type of advertising used in the awareness stage of the adoption process?	Teaser campaigns
Which of the following is the LEAST appropriate advertising objective?	"We want our TV ads to really promote the product."
Advertising expenditures by U.S. corporations:	average only about 2.5 percent of sales.
Nissan's Altima advertises the performance of its new luxury sedan by showing it side-by-side with competing brands, like Lexus and BMW. This is:	comparative advertising.
In Switzerland,	an advertiser cannot use an actor to represent a consumer.
"Competitive advertising" tries to:	develop selective demand rather than primary demand.
The advertising medium of __________ has a wide reach, is good for getting attention and for demonstrations, but it is expensive, has a lot of clutter, and in many cases has a less selective audience.	Television and cable
Coca-Cola Co. spends about _______ percent of its advertising dollars in the U.S.	17
Persuading ads for a product work best in which stage of the adoption process?	Evaluation and trial
Mass selling:	makes widespread distribution possible--by reaching many potential customers at the same time.
Which of the following observations about advertising agencies is FALSE?	They are dependent on the advertiser and have a mixed viewpoint.
Kodak has developed a revolutionary new kind of electronic color camera that does not require film. The campaign should emphasize:	pioneering advertising.
To choose the best advertising medium, you have to:	all of the above.
In recent years,	there has been growing interest in paying agencies based on the results they actually produce.
Kayla Jurgenson, marketing manager for Super Gaming Computers and Accessories (SGCA), is reviewing her company's plans for the coming year. If Jurgenson wanted to demonstrate the new SuperDuperComputer, which media would be best?	Television
In the 2009 Nielsen online survey of over 25,000 Internet consumers from 50 countries, what percentage of respondents said they trusted television advertising as an information source?	62 percent
Advertising allowances	are price reductions to firms further along in the channel to encourage them to advertise or otherwise promote the firm's products locally.
Sales promotion:	all of the above.
All of the following are specific objectives a marketing manager might give an advertising manager except	introduce existing products to nonspecific target markets.
Regarding message planning and the AIDA model:	focusing on one unique selling proposition is one way to arouse desire.
Identify the incorrect statement about sales promotions.	Sales promotions have increased because of competition in emerging markets.
A major difference between reminder advertising and pioneering advertising is that:	reminder advertising focuses on selective demand while pioneering advertising tries to develop primarily demand
Apple has a magnificent glass-enclosed multilevel store in Boston with a Genius Bar staffed with techies who are very knowledgeable about its products. This type of retail shop is an example of a:	reminder service.
All of SGCA's products are made from recycled material and the company wants to promote its environmental practices. What kind of advertising would be most appropriate to do this?	institutional advertising
The largest share of total advertising expenditures in the United States goes for:	television and cable advertising.
INDIRECT competitive advertising seeks:	to develop selective demand--to affect future buying decisions.
Which of the following statements about sales promotion is NOT TRUE?	Sales promotion objectives usually focus on prompting some long-term action.
If the promotion objective is to get attention and hold interest, which type of publicity would work best?	Articles in the press
Advertising agencies:	may do a better job at less cost than firms' own advertising departments because they are specialists with an outside viewpoint.
For an intermediary, a sales promotion would mean all of the following except	expecting the promotion to go on forever.
SGCA is having a sales contest to encourage retailers to quickly reduce the inventory of SuperGamer computers. Retailers with the highest sales during the next month win an expense paid trip to a special dealer meeting at a resort in Hawaii. This is	an example of a producer using sales promotion in the channel.
______ advertising tries to develop primary demand for a product category rather than demand for a specific brand.	Pioneering
Which of the following is the LEAST appropriate advertising objective?	To improve consumer goodwill and help sell the product.
Facebook, a social network Web site, has _________ million visitors each day in the U.S. alone.	100
Most firms avoid administered prices because they may be illegal under the Robinson-Patman Act.	True
____ is what a customer must give up to get the benefits offered by the rest of a firm's marketing mix.	Price
A manufacturer might try to defend itself against charges of illegal price discrimination by claiming that:	Any of the above could make price discrimination legal.
A flexible-price policy is MOST LIKELY to be set by a retailer selling:	cars.
A manufacturer could try to defend itself against charges of price discrimination under the Robinson-Patman Act by claiming that:	All of the above are possible defenses against price discrimination charges.
Managers satisfied with their current market share and profits sometimes adopt what can be termed as "don't-rock-the-pricing-boat objectives." These are also referred to as	status quo objectives.
Quantity discounts are discounts offered to encourage	customers to buy in larger amounts.
Quantity discounts encourage customers to buy in larger amounts.	True
When a seller uses "zone pricing," the actual freight charge for delivering each order is included in the price the buyer pays for the product.	False
Which of the following price-related actions by a manufacturer most likely would be a violation of the Robinson-Patman Act?	Offering a lower price to only one buyer to match a competitor's price.
A marketing manager for a large company who wants to compare the financial performance of different divisions of the firm would probably pursue which of the following pricing objectives?	Target return
____ means setting a fair price level for a marketing mix that really gives the target market superior customer value.	Value pricing
Price discrimination is illegal according to the provisions of the Robinson-Patman Act.	True
Final customers or users are normally asked to pay ______________ prices for products they buy.	basic list
Stocking allowances are given to an intermediary to get shelf space for a product.	True
The "contribution-margin approach" to marketing cost analysis:	considers only those costs which are directly related to particular alternatives.
Performance analysis differs from sales analysis in that performance analysis involves:	comparing performance against standards--looking for exceptions or variations.
Lori Winters, a regional sales manager, is interested in the profitability of the different sales reps in her region. In this case, it would be wise for Ms. Winters to supplement her other analyses with an analysis based on	the full-cost approach.
A marketing audit should help determine if:	All of the above.
Which of the following statements might result from a performance analysis?	Pele Ruiz's sales are over his quota.
Which of the following observations is true?	The contribution-margin approach ignores some costs to get results.
Which of the following statements best explains the "iceberg principle"?	Good performance in some areas may hide poor performance in other areas if only averages are evaluated.
A "marketing audit" should:	evaluate a company's whole marketing program on a regular basis.
The ____ approach shows operating managers and salespeople what they've actually contributed to covering general overhead and profit.	contribution margin
The basic objectives of implementation are to do things:	all of the above
The "iceberg principle":	suggests that much good information may be hidden in summary data.
A marketing "performance analysis" is most likely to compare:	planned sales with actual sales.
Whistler's Camping Supplies wants to identify its most frequent customers and offer them quantity discounts to increase their purchases and loyalty. Which of the following implementation approaches might address that problem?	Create a "favored customer" club with an ID card.
The major difference between a sales analysis and a performance analysis is that:	performance analysis looks at variations from planned performance, while sales analysis shows what happened.
A marketing manager who wants to analyze the firm's sales should be aware that:	sales analysis may not be possible unless the manager has made arrangements for the company to capture identifying information about each sale.
A ________ requires a detailed look at the company's current marketing plans to see if they are still the best plans the firm can offer.	marketing audit
A _____ looks for exceptions or variations from planned performance.	performance analysis
Which of the following statements illustrates the 80/20 rule?	"Of the hundred retailers who carry our products, the top twenty account for nearly 80 percent of our total business."
The "80/20 rule" says that:	even though a firm is showing a profit, 80 percent of its business might be coming from only 20 percent of its customers.
The 80/20 rule suggests that	80 percent of the business comes from 20 percent of the customers.
The text's "full-cost approach" to marketing cost analysis:	allocates all costs to products, customers, or other categories.
The iceberg principle suggests that:	conclusions based on summary information are often misleading.
The "contribution margin approach" to marketing cost analysis:	focuses management's attention on variable costs rather than total costs.
Every graduating senior at State University is required to answer the following survey question: ... were satisfied with their educational experience at this university." This is an example of:	The iceberg principle.
The most useful breakdown of data in a sales analysis is by:	any or all of the above--depending on the situation.
The best way to break down and analyze sales data is:	any of the above, depending on the situation.
Sam Reuter, marketing manager for Herbal Shampoo Company, has to choose one of three different proposed labels for a new herbal shampoo. How might Sam pretest consumer response to the labels?	Prepare sample labels with graphics software and test them on the Internet.
Regarding the "contribution-margin approach" to marketing cost analysis, which of the following statements is TRUE?	This approach may suggest a different action than the "full-cost approach."
____ are the two basic approaches to handling marketing cost allocation problems.	The full-cost approach and the contribution-margin approach
If Salesperson X had a performance index of 80 and Salesperson Y had a performance index of 120, then:	Salesperson X may be having some problems and his sales performance should be investigated.
Compared with sales analysis, PERFORMANCE ANALYSIS:	looks for exceptions or variations from planned performance.
If Salesperson A has a performance index of 80 and Salesperson B has a performance index of 120:	Salesperson A may be having some problems.
Averages are useful for summarizing data--but only analyzing "averages" may be misleading according to:	the "iceberg principle."
Which of the following observations concerning sales analysis is NOT correct?	Product category is the best way to analyze sales data.
Effective implementation of a marketing plan:	Can involve decisions related to both internal (invisible to the consumer) and external (visible to the consumer) matters.
Which of the following statements concerning human resources is NOT true?	Most of the people affected by a new strategy are under the control of a marketing manager.
____ is the ability to produce a certain quantity and quality of specific goods or services.	Production capacity
Marketing managers should plan time for strategy changes and not put undue pressure on the people in their organization to perform heroic efforts.	True
The titles of functional cost accounts show the purpose for which expenditures are made.	True
ConnectSys is a California-based manufacturer of computer networking equipment ...This is an example of:	A task transfer service.
It's not sensible for a firm to implement a marketing plan if the plan doesn't generate at least enough initial revenue to cover working capital needs.	False
Marketing cost analysis:	just uses the same "natural" accounting categories commonly used for financial analysis.
Capital requirements are likely to be less when intermediaries take on much of the responsibility for promotion in the channel.	True
Apple is a good example of a company that uses its own internal funds to research, develop, and bring to market new products like the iPad, iPhone, and iPod.	True
A _____ is a financial report that forecasts how much cash will be available after paying expenses.	cash flow statement
Examples of functional accounts include taxes, supplies, and wages.	False
____ refers to a share in the ownership of a company.	Stock
Turning a strategy into a profitable business usually requires money, people, and other resources, such as production capacity, as well as a marketing plan.	True
Which of the following statements about the behavior of investors is True?	Investors may have expectations for short-term profits, long-term profitability, or both when considering companies in which they might invest.
A bank (or other institution) that provides debt financing to fund a marketing plan is usually more willing to take risks than are investors who buy stock.	False
Regarding the use of funds generated within the firm:	When finances are tight, companies should look for strategy alternatives that help get a better return on money already invested.
It is the responsibility of the chief executive--not the marketing manager-- to make the strategic planning decisions that concern how a firm is going to use its overall resources--from marketing, production, finance and other areas.	False
Capital is the money needed to pay the personnel expenses required during the period of a marketing plan.	False
Some banks work aggressively to attract business customers who want loans, but most commercial lenders like to avoid risk and making loans that are not secured with assets.	True
When a new marketing plan is more successful than expected,	all of the above are correct
A company with a profitable strategy has its own internal source of funds.	True
Compared to most U.S. firms, Japanese firms have a reputation for expecting a marketing plan to be profitable in a much shorter period of time.	False
Working capital may be used to pay for:	all of the above
Coordinating the linkages between different functional areas is likely to be easier when a new strategy involves only a minor modification to a plan that the firm is already implementing.	True
Capital sources include:	all of the above
A company with a successful marketing strategy has its own internal source of funds--profits.	True
Mykleenextissue.com, where customers can personalize a box design with their own color photos, is a good example of mass customization.	True
Excess capacity can be a safety net if demand suddenly picks up.	True
Managed Care Concepts facilitates the processing of medical claims for organizations, such as government agencies, whose employees are injured while performing their jobs Managed Care Concepts operates like a:	Virtual Corporation.
Rapid growth strains human resources because it's a challenge getting enough qualified people.	True
When evaluating possible strategies, a marketing manager shouldn't have to worry about screening based on financial criteria because the finance area's main job is to get the capital needed to implement the firm's marketing plan.	False
_____ are the categories to which various costs are charged in the normal financial accounting cycle.	Natural accounts
Selling stock is a common way to raise money for capital and involves selling shares in the ownership of the company.	True
A company with a successful marketing strategy has its own external source of funds--profits.	False
Mass customization is based on the idea that all of the people in a particular market have the same needs.	False

Created by: ryanhernandez88

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