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MKTG

Quiz yourself by thinking what should be in each of the black spaces below before clicking on it to display the answer.
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Question
Answer
The publisher of the well-known Winnie-the-Pooh series wants to celebrate the 100th anniversary of the series, initiating a $200,000 campaign. This initiative represents the ________ component in the four Ps.   show
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Which element of the marketing mix is most relevant to the activity “capturing value”?   show
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The four Ps make up the marketing mix, which is the __________ set of decisions or activities that the firm uses to respond to the wants of its target markets.   show
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show Information  
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Internet sites, physical stores, and kiosks are most closely associated with which element of the marketing mix?   show
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show creating charitable campaigns.  
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show offering an exchange.  
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show marketing plan  
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show create value  
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show can be physically touched.  
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show B2C  
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When clients work with their investment advisers, they ________ their investment portfolios.   show
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show market-oriented  
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show relational  
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show cocreation  
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show identify and build loyalty among a firm’s most valued customers.  
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show just after World War II  
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show sharing information across the organization.  
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show sharing information across the organization.  
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show improve products and services at the same cost.  
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show Operational  
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Most banks implement customer retention programs aimed at their best customers. They do this because they know that retaining customers usually results in   show
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Which of the following actions would be the most likely to support and enhance an operational excellence macro strategy?   show
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One example of a customer loyalty program is   show
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show examine its operations and customer relations to identify significant things competitors cannot easily copy.  
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show identify and evaluate opportunities phase  
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show ethical  
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show opportunity  
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The process of dividing the market into groups of customers with different needs, wants, or characteristics is called   show
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When positioning products relative to competitors’ offerings, firms typically are most successful when they focus on opportunities   show
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show segmentation, targeting, and positioning.  
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show evaluate performance and make adjustments.  
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show captures the value customers perceive that they are receiving.  
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A university made a sizable investment in its career services aimed at helping students find jobs. This investment would enhance the university’s _ in an attempt to create value for students and recent graduates.   show
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When marketers use a variety of communication disciplines-advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing in combination to communicate a value proposition to the customer, it is   show
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To determine how attractive a particular market is using the BCG portfolio analysis, ________ is(are) established as the vertical axis.   show
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show cash cows.  
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Sodexo is a corporation that manages large-scale food service facilities. If Sodexo were to begin to sell individual frozen meals in supermarkets, it would be pursuing a ________ growth strategy.   show
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show market penetration  
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show market penetration  
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show excite  
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show excite  
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Thought-sharing sites are also known as   show
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show personal  
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Mercedes-Benz bypassed Facebook for ________ for its social media campaign since its professional audience is more in line with Mercedes’ target customer base.   show
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Which of the following is the most powerful and influential online marketer in the United States?   show
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show blog or microblog  
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This type of blog typically provides the highest level of digital marketing control for companies.   show
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If Katy Perry tweets a close-up of her eyelashes, lengthened by using a Cover Girl mascara product, then Cover Girl will have instantly reached all her millions of followers. What effect of social media engagement is this an example of?   show
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show network effect  
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In Candy Crush Saga, you get five lives to play in the game. When you lose a life, it takes 30 minutes in real-life time to get that life back, or you can spend $0.99 to get all five lives back. Candy Crush Saga is an example of   show
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show to prepare  
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show freemium apps  
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show keyword analysis  
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The elements of the digital marketing engagement process are   show
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When designing a digital marketing campaign, the first step is to   show
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Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter to   show
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show Sentiment analysis  
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The type of influencer that has a large following and is widely recognized is usually known as a ________ influencer.   show
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show influencer marketing.  
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The principle that decisions be ethically based is part of the concept of   show
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The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of   show
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________ entails a sense of purpose for the firm that is higher than simply making a profit by selling products and services.   show
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For every consumer who purchases a pair of TOMS shoes, the company promises that a needy child will receive a pair of shoes. TOMS shoes is actively engaging in   show
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According to one definition, CSR can be described as context-specific actions and policies, taking stakeholders’ expectations into account, to achieve what is referred to as the triple bottom line. The triple bottom line includes ________ performance.   show
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Which of the following statements regarding corporate social responsibility is true?   show
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show conscious marketing  
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show sustainability.  
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show It can ensure that pay practices are fair at all levels of the company.  
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show planning phase  
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show control  
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Vikram’s company manufactures industrial ladders. He is concerned that consumers who do not understand ladder safety will purchase these extra-tall ladders and injure themselves. During which phase of the strategic marketing planning process should this i   show
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When making decisions, managers often have to decide between doing what is beneficial for themselves (and possibly the firm) in the short run and doing what is right and beneficial for the firm and for society in the long run. To address this conflict, a   show
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To avoid having ethical situations become problematic for a firm, the short-term goals of each employee must   show
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show all parties relevant to the decision  
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The ethical decision-making framework includes   show
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show seems best after weighing the concerns of all stakeholders.  
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show brainstorming  
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show Step 1—identifying issues  
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show The situation is ethically troubling to the executives.  
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show economics.  
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Elena knows her firm must look at everything it does from a consumer’s point of view. One major difficulty is that consumers’ ________ change(s) over time.   show
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As a retail clothing store manager, Ricardo frequently asks his staff what customers are saying and what they are asking for. He also attends the quarterly clothing show at the regional merchandise mart. Ricardo’s efforts will likely help him   show
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show Culture  
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Which of the following is an example of greenwashing?   show
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show can be used as a relevant identifier for a particular target group.  
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Sanders Inc. claims that it only uses organic cleaning products in its janitorial services. In reality, the company buys whatever is cheapest in bulk. This is an example of   show
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Viewers of the World Series are likely to see ads for beer and cars, and viewers of the Academy Awards broadcast are likely to see ads for clothing and hair care products, due to   show
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show regional culture.  
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show approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups.  
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Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in   show
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show the fastest-growing minority population.  
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show greenwashing.  
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show greenwashing.  
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If McDonald’s wanted to change its marketing strategy in response to the social trends outlined in the text, it might consider which of the following?   show
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show promote sustainable farming.  
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show legislation and laws.  
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________ is the cost to the customers or the fee the bank charges those customers for borrowing money.   show
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show foreign currency fluctuations.  
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show Sherman Antitrust Act  
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show perceive it to be the better value for them.  
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Upscale men’s and women’s clothing stores like Burberry are more likely to appeal to consumers’ ________ needs.   show
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show Universal, retrieval, and evoked  
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There are five types of risks associated with purchase decisions. Which of the following best describes a situation where your new car stalls in the middle of a busy intersection?   show
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show conversion rate.  
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Marketers particularly want their brands and products to be in consumers’ ________ sets.   show
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Carly flies regularly between Chicago and Dallas. She almost always uses American Airlines and has lots of American Advantage Miles credits (American’s frequent-flyer program). Still, she uses an online fare comparison website each time to see if a compet   show
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show an external source.  
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Cezar was afraid his new condominium would look shabby to his future in-laws, so he had it painted just before their visit. Cezar was addressing his ________ risk.   show
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Postpurchase cognitive dissonance is especially likely for products that are   show
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Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping to   show
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show lifestyle.  
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show visual sense  
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show experience.  
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Maslow’s hierarchy of needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are   show
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________ refer(s) to the process by which consumers select, organize, and interpret information to form a meaningful picture of the world.   show
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show physiological  
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show cultural  
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Kai has to decide which college to attend. This is the most important, riskiest, and most expensive decision he has ever made. He will be engaged in   show
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Limited problem solving usually relies on   show
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Indea works as a sales rep for a company that produces and sells steel used in building construction. Indea is in ________ sales.   show
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show Mayo Clinic Hospital  
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show LinkedIn  
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show institutional  
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show more formal and structured.  
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show evaluate the proposals and narrow the choice to a few suppliers.  
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show a vendor analysis.  
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Typically, B2B buyers ask potential suppliers to   show
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show initiator  
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show influencer  
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As the owner of a small business with 70 employees that makes custom area rugs, Nadine makes all of the buying decisions. Nadine is most likely the   show
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Unlike a firm’s mission statement or employee handbook, a firm’s organizational culture often   show
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show organizational culture.  
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show waste time and alienate people.  
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The goal of ________ is to provide valuable information that a potential B2B buyer can easily understand and that will help the company address its problems with new solutions.   show
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When Jamie sees the RFP issued by one of his customers, he is concerned that the company has changed its specifications since it placed a previous order with him. His company’s products do not meet the new specifications. In this situation, being the curr   show
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show new buy  
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Greenwich University is buying a distance learning system. Previously, the school had no distance learning technology. For Greenwich University, this represents a(n) ________ situation.   show
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In which buying situation is the buyer most likely to proceed through all six steps in the buying process?   show
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As Lucia’s business grew, she needed to find a new way to manage payroll for her employees, so she researched payroll companies to see which one would best meet her needs. What type of buying situation was Lucia involved in?   show
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show every aspect of consumers’ purchase decisions.  
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Logan is working on a global marketing assessment team looking out well into the future to help determine the most attractive market areas around the world. He is evaluating market sizes and growth rates. Based on population growth rates in different regi   show
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The most common measure of market potential of an economy is a country’s   show
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Tariffs protect domestic producers by   show
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Robin laughed at some of the cultural mistakes companies made in advertising and promotion in international trade while he was in school. Now he was trying to determine what had gone wrong with the campaign he had planned in Latin America for his company’   show
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Economic measures like GDP and GNI do not fully account for a country’s economic health because they measure only   show
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show zero or negative  
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Which BRIC country’s economic growth in the 21st century can largely be attributed to the expansion of its literate population and the impositions of social programs that have allowed more than half of its 201 million citizens to enter the middle class?   show
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A publishing company plans to outsource its production-related tasks to a BRIC country. They are assessing opportunities and are attracted to this country due to its population of young, well-educated, technically-skilled workers who are fluent in English   show
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A company is assessing opportunities in the BRIC countries and determines that ________ is one of the youngest populations in the world and is increasingly adopting global attitudes.   show
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show joint venture.  
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show joint venture  
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show open a McDonald’s franchise.  
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show purchasing power parity.  
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The Quantum Company is collaborating with a competitor on a globally based opportunity for mutual benefit, but the two competitors are not investing in one another. This is an example of   show
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If you visit a Kentucky Fried Chicken restaurant in China, along with KFC’s regular menu items, you will find congee, a rice porridge that can feature pork, pickles, mushrooms, and preserved egg, on the menu. This is an example of which global product str   show
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show differences in the way consumers see themselves and in the way they see products and services.  
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show segmentation, targeting, and positioning  
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show developing brand names that have no preexisting meaning in any known language.  
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Global pricing strategies should strive to be consistent with   show
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Boho Clothing an online trendy women’s clothing site, targets college-educated women between 25 and 40 years old with average household income of $70,000 or more. This is a form of ________ segmentation.   show
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Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers are also heavily motivated by self-fulfillment, which creates the possibility of ________ segmentation.   show
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show geographic segmentation.  
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show it is based on underlying motivations of target customers.  
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When Kellogg’s offers different cereals, such as Cocoa Krispies and Special K, it is segmenting the market by ________ segmentation methods.   show
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show market segments  
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The light beer commercial with the slogan “less filling, tastes great” was based on ________ segmentation.   show
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show geodemographic segmentation  
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Maintaining a unique ________ can be sustained in the long term only in monopoly situations or monopolistic competition situations.   show
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The manager of Oceanside Yacht Club wanted members of the very upscale club to use the bar and dining facilities more frequently. He offered a two-for-one “happy hour” special, but few members showed up. The manager did not have a grasp of what would make   show
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show reachable.  
🗑
For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm’s offering. In other words, the market segment must be   show
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show concentrated  
🗑
Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) ________ strategy.   show
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A company that sells only herbal iced tea should use a(n) ________ targeting strategy.   show
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In the Circles for a Successful Value Proposition framework, the portion of the customer needs/wants circle that doesn’t overlap with anything else represents   show
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show the target market  
🗑
show symbols.  
🗑
show market positioning.  
🗑
“Why create a perceptual map?” asked Don. Andrea, the senior marketing manager, gave him four reasons. Which of the following are valid reasons?   show
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Data collection begins   show
🗑
The first step of the marketing research process is   show
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show Is top management committed to the project and willing to abide by the results of the research?  
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show Secondary data are pieces of information that have been collected prior to the start of the focal research project.  
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show secondary  
🗑
show what a typical shopping list looks like.  
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show data mining.  
🗑
A restaurant chain is working on improving the quality of its food and service. To track its progress, it recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years. What kind of data is the re   show
🗑
show asks two questions at once.  
🗑
Which of the following is true about quantitative research?   show
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show quantitative  
🗑
show qualitative  
🗑
Charlotte wants to survey recent customers about the quality of service they received at her small florist shop. She has customers’ mailing and email addresses. Charlotte will likely use an online survey primarily because it offers   show
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Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct   show
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show 8 to 12  
🗑
show it requires more sophisticated training and experience to design the study and collect data.  
🗑
show heighten customer service and engagement.  
🗑
show marketing analytics.  
🗑
Which of the following are guidelines provided by the American Marketing Association for conducting marketing research?   show
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show the process of examining consumers’ brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies  
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Marketers need to think about the product offer on three levels. Which of the following levels includes associated services such as warranties, financing, support, and after-sale service?   show
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Viola is taking a backpacking trip across Europe. She wants to make sure that the backpack she chooses is the best one for her adventure, so she is spending a considerable amount of time comparing alternatives to make sure she selects the best one. For Vi   show
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For a major university, undergraduate studies, graduate studies, and professional programs would be ________ within the university’s product mix.   show
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The complete set of all products offered by a firm is called its   show
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When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand   show
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show symbol.  
🗑
Frequent buyer/user award programs are used to   show
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show perceived value  
🗑
show earning potential of the brand over the next 12 months.  
🗑
show loyalty to the brand.  
🗑
Imagine that you are the marketing manager of a restaurant group that wants to implement a customer reward and loyalty program. You research the firm Guest Hospitality Solutions, which offers its services to restaurant chains to develop and execute these   show
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show Store brands  
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Procter & Gamble is a huge national brand manufacturer. By owning its brands like Downy and Oral-B, P&G   show
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show cobranding.  
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Which of the following brand strategies is being used when the local ice cream shop decides to add a new flavor to its menu?   show
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Ferrari is well known as a brand of luxury sports cars; accordingly, it has leveraged its brand name to introduce clothing offerings emblazoned with its horse logo. It has also licensed its logo to 68 different products, from sunglasses to guitars. Ferrar   show
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Matilda developed a toothpaste using only natural ingredients, and she has been quite successful selling the product in health food stores and some grocery stores. She has recently developed a toothbrush using bamboo and natural components. Matilda is con   show
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A long-standing staple of ______ has been major league sports teams that play in the MLB, NBA, NFL, or NHL as well as various collegiate sports teams. rights.   show
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Returnable packaging, use of 3D printing, and flexible packaging are examples of   show
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show less of a negative impact on the environment  
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show creating diversification and reducing risk.  
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show help the product gain market acceptance.  
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show early majority  
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show observability.  
🗑
Pioneer or breakthrough products   show
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As soon as he saw one, Jose wanted a flat-screen television, but he was worried about making the wrong choice. He waited until there were alternatives in the market with lower prices and improved quality. Jose is part of the ________ diffusion of innovati   show
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When Michaela began helping her favorite uncle Barton with his finances, she discovered her uncle was still renting a rotary-dial telephone from the phone company. Uncle Barton had paid thousands of dollars in rental fees over the previous 30 years. Uncle   show
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When automobile manufacturers introduced SUVs, they distributed and promoted them in the United States, but not in Europe where gasoline is heavily taxed, and roads are much smaller. Car manufacturers recognized that this new line of cars   show
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show satisfaction of its technical requirements.  
🗑
How is consumer panel data collected during the test marketing phase of a new product introduction?   show
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In the product development process, what takes place between concept testing and market testing?   show
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Companies that develop customized business software often work closely with their users when installing their products. This close contact often creates new product ideas through   show
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show why it took her so long to consider the new product line.  
🗑
Many restaurants roll out new ideas first in Orlando, Florida, a location that attracts a vast range of diverse tourists and thus might offer insights into what various consumer groups will like. This is an example of   show
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In one test before product launch, customers try a sample product and are then surveyed to understand whether or not they would buy/use the product again. This is known as   show
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In the United States, most consumer packaged goods found in grocery and discount stores are already in the ________ stage of the product life cycle.   show
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show it is often impossible to identify with precision where a product is in the product life cycle.  
🗑
show it may start to see profits toward the end of this stage.  
🗑
During the ________ stage of the product life cycle, sales peak and profits begin to decline as competition becomes intense.   show
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When Dr. Sharpie invented his Get-It-There (GIT) golf putting device, he knew during the introductory stage   show
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show intangible  
🗑
show add value to  
🗑
show perishable  
🗑
show inseparability.  
🗑
When marketers state that services are ________, they are referring to the fact that services are produced and consumed at the same time.   show
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show delivery  
🗑
Although firms such as restaurants have difficulty controlling service quality from day to day, they do have control over   show
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show standards gap  
🗑
show instrumental support  
🗑
show delivery  
🗑
show they are involved in setting the goals.  
🗑
show delivery  
🗑
show assurance  
🗑
Capital One Bank uses a complex polling system coupled with a customer response measurement system to assess consumers’ responses to new products and services. Capital One is using a(n) ________ program to improve service quality and service offerings.   show
🗑
show reliability  
🗑
By changing a standard from “be nice to customers” to “greet every customer, and if possible by name,” a services marketing manager has created a(n) ________ goal.   show
🗑
Curtis knows his restaurant is understaffed today. He is hoping to get through the day without falling below his customers’________, the difference between what his customers want and what they will accept before going elsewhere.   show
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Chen was called in to meet with his boss, Amira. He was afraid he was going to be fired for the mistake he had made dealing with an important customer of the store. Instead, Amira explained that he had handled the situation well, listening to the customer   show
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show distributive fairness.  
🗑
show procedural fairness.  
🗑
________ is/are one of the five Cs of pricing.   show
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________ is the cash expenditure plus taxes that consumers have to pay for a good or service.   show
🗑
show competitor-oriented pricing  
🗑
show customer-oriented  
🗑
Ozzie is the marketing manager for an automobile dealership. His boss tells him the firm’s primary goal is to increase its local market share from 15 to 30 percent. His firm is using a ________ orientation.   show
🗑
show is supported by consistent advertising and distribution strategies.  
🗑
show A demand curve  
🗑
show everything but price and demand remains the same.  
🗑
show elastic.  
🗑
Star Heating and Air Conditioning Company specializes in electric heat pumps. Francis keeps track of the price of natural gas, knowing that   show
🗑
show elastic or inelastic.  
🗑
Sales of national brands of orange juice tend to increase when the economy is doing well, while sales of generic orange juice increase when the economy is not doing well. This is an example of how ________ impacts demand for products.   show
🗑
Which of the following is the most logical example of complementary products?   show
🗑
show the more sensitive consumers will be to changes in the price of a particular product.  
🗑
show a specific brand of soft drink  
🗑
The point at which the number of units sold generates enough revenue to equal the total costs of running an operation is known as the   show
🗑
The break-even point is estimated by   show
🗑
The commercial airline industry is considered what type of market?   show
🗑
Which of the following is most likely to be characterized by pure competition in the United States?   show
🗑
show pure competition  
🗑
show supply chain.  
🗑
show B2B; B2C  
🗑
Which element of the marketing mix specifically deals with supply chain management?   show
🗑
In the four Ps of marketing, ________ refers to all the activities required to get the right product to the right customer when that customer wants it.   show
🗑
When Costco sells to consumers directly, it acts as a ________; when it sells to other businesses, such as a restaurant owner, it acts as a ________.   show
🗑
show direct  
🗑
Gianni made pies and sold them from her food truck to local businesses. This is an example of a(n)   show
🗑
The Stanley company wants Home Depot to carry all its tools but not the tools of its competitors so that Stanley can maximize its sales. But Home Depot carries a mix of tool brands so it can maximize the sales in its tool category. This misalignment of go   show
🗑
show vertical  
🗑
The vertical marketing system that exhibits the most formalization and control is the ________ vertical marketing system.   show
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A(n) ________ marketing system is a supply chain whose members act like a unified system.   show
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show credible commitments  
🗑
show expertise power.  
🗑
show interdependent  
🗑
Although conflict is likely to occur in any marketing channel, it is generally more pronounced when   show
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show advanced shipping notices  
🗑
What problem has developed as a result of increased package delivery?   show
🗑
Which of the following is true regarding getting merchandise to customers?   show
🗑
show the retailer  
🗑
Which is a wireless network and mobile device that receives demand notices and allows sales associates to pull inventory from the shelves for customers?   show
🗑
Retailing is defined as the set of business activities that   show
🗑
show Omnichannel retailing  
🗑
show How likely is it for certain retailers to carry this product?  
🗑
The level of difficulty a manufacturer experiences in getting retailers to purchase its products is determined by the degree to which the channel is   show
🗑
Distribution intensity is commonly divided into three levels:   show
🗑
5/5 points awarded Item Scored Explanationsame pageItem 6 If a manufacturer isn’t happy with either intensive or exclusive distribution, a logical choice, which incorporates some features from both, would be ________ distribution.   show
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show Convenience stores  
🗑
A customer who is shopping for fashionable but relatively low-cost merchandise in a pleasant environment is shopping at a(n)   show
🗑
show a narrow but deep assortment of merchandise.  
🗑
show specialty stores.  
🗑
show department store  
🗑
________ offer a limited assortment of general merchandise at very low prices and are often found in lower-rent locations.   show
🗑
show convenient locations.  
🗑
Which of the following retail stores would emphasize personal selling the most as part of the firm’s promotional efforts?   show
🗑
________ must always be aligned with other elements of a retailer’s strategy in order to accurately define the value of the product and a retailer’s image.   show
🗑
Roberto wants customers in his specialty tobacco store to feel at home, as if they were in their personal smoking den. He uses lighting, music, and soft chairs to create a “look and feel” that will get customers to relax and return. Roberto is focusing on   show
🗑
show in-store promotions.  
🗑
show products that are complicated or expensive.  
🗑
show in quantity of items shipped  
🗑
Kylie purchased some eyeliner from an Internet-based beauty supply house, and now she often receives online recommendations for other products from the same cosmetics line. These recommendations were probably the result of   show
🗑
In the IMC communication process, the ________ encodes the marketing communication message.   show
🗑
show promotion  
🗑
________ means converting the sender’s ideas into a message, which could be verbal, visual, or both.   show
🗑
If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble ________ the IMC message.   show
🗑
In integrated marketing communications, encoding involves   show
🗑
show coupon redemption rates  
🗑
show aided recall.  
🗑
show aided recall.  
🗑
Inga wants to purchase a gift for a colleague whose home she will be visiting. She decides to bring luxury chocolates, as she knows most people enjoy them. Although she is not sure about specific products, Inga heads directly for a store selling Godiva Ch   show
🗑
show Brand awareness  
🗑
show expensive.  
🗑
show it is hard to break through the clutter of other messages targeted for the same audience.  
🗑
show mobile marketing.  
🗑
show rebates.  
🗑
show Mobile marketing  
🗑
A major factor contributing to the growth in the use of direct marketing IMC efforts is   show
🗑
show creating awareness and generating interest in a product.  
🗑
Julius is developing a budget for his firm’s IMC program. First he sets objectives. Then he chooses media, and finally he determines the cost for each product to be promoted. Julius is using the ________ method of establishing an IMC budget.   show
🗑
show the number of impressions.  
🗑
show 160.  
🗑
show creation of the advertisement.  
🗑
Achmed’s Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering its product. Achmed’s is using a ________ strategy.   show
🗑
For an advertiser, the target audience can be understood as   show
🗑
show public service announcement.  
🗑
The three general objectives of advertising are to select, target, and   show
🗑
First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of   show
🗑
Which of the following is the best example of a reminder advertising message?   show
🗑
show informational  
🗑
Item9 5/5 points awarded Item Scored Explanationsame pageItem 9 The advertising message “People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes” suggests that advertising messages need to   show
🗑
show meaningful to the consumer.  
🗑
Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?   show
🗑
________ is a particularly good advertising medium for groceries and fast food.   show
🗑
show dictate the type of medium used to deliver the message.  
🗑
Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver   show
🗑
show continuous advertising  
🗑
The effectiveness of an advertising campaign is assessed during the campaign by   show
🗑
show state regulations are not always consistent with federal standards.  
🗑
show Media coverage generated by PR is seen as more credible than paid advertising.  
🗑
Sarita goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Pilar doesn’t read newspapers, let alone look through them for coupons. But Pilar filled out a form from inside a cereal box entering her in a drawing f   show
🗑
Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product   show
🗑
show relationship  
🗑
Tyler loves the lifestyle associated with being a salesperson, allowing him to take a day off during the week and make it up on the weekend. He most likely values the ________ associated with creating his own schedule.   show
🗑
Marie visited an office building and went door to door to hand out business cards and sell office products. Marie was making   show
🗑
show responsiveness and empathy  
🗑
show reliability  
🗑
show generate leads  
🗑
Since Tobias’ Auto Parts has had trouble with its windshield wiper manufacturer in the past, it is requesting a guarantee from the company before it will place another order. Which of the service quality dimensions is being addressed in this scenario?   show
🗑
show networking  
🗑
Potential customers are called   show
🗑
show buyers’ reservations about the product.  
🗑
show whether or not it is worthwhile to pursue these potential customers.  
🗑
Salespeople at Andi’s Cookie Company want to draw the attention of their customers through blogs, Twitter, and LinkedIn, rather than using more traditional activities that require making a sales call. As the marketing manager, you understand this activity   show
🗑
Whether or not a salesperson will go through all five steps of the selling process depends on the sales situation and   show
🗑
A salesperson’s compensation can be made up of some combination of salary, commission, and ________, which are payments made at a manager’s discretion when the salesperson achieves certain goals.   show
🗑
The internal monthly magazine and blog at the cosmetics firm Mary Kay serve as ________ for employees; the magazine and blog are outlets for not only selling advice but also company-wide recognition of individual salespeople’s accomplishments.   show
🗑
Which of the following are considered typical financial compensation for sales representatives?   show
🗑
show a company sales force; manufacturer’s reps  
🗑
________ involves the planning, direction, and control of personal selling activities, including recruitment, selection, training, motivation, compensation, and evaluation of members of the sales force.   show
🗑
By their very nature, ________ measures reflect one person’s opinion about another’s performance.   show
🗑
show information comfort zone  
🗑


   

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