Prelim

When a firm develops and maintains a strategic fit between its goals and capabilities, it is performing ______.
* mission planning
* values planning
* strategic planning
* business-portfolio planning
* operations planning

strategic planning

A company's mission statement serves as a statement of ______.
* fact
* sustainability
* purpose
* financial goals
* employee commitment

purpose

The collection of businesses and products that make up a company is called its ______.
* strategic business unit
* mission statement
* strategic plan
* business portfolio
* operational factor

business portfolio

The best-known product portfolio planning method was developed by ______.
* the Boston Consulting Group
* Philip Kotler
* the SWOT Consulting Group
* the SRI Consulting Firm
* James P. Hess

the Boston Consulting Group

The four possible strategis that can be pursued for each SBU are builing, holding, ______, and ______.
* harvesting; divesting
* promoting; selling
* downsizing; expanding
* diversifying; penetration
* developing; growing

harvesting; divesting

While a valueable planning tool, the BCG matrix is problematic that it focuses on ______.
* the future instead of the present
* the present instead of the future
* financial issues instead of the customer
* the customer instead of suppliers
* the past ins

the present instead of the future

Each department in a compan that carries out value-creating activities can be thought of as a link in the company's ______.
* market development
* product development
* business portfolio
* value chain
* supplier chain

value chain

Your firm is attempting to divide up the total market to determine the best segments it can serve. Which is the correct order of doing so?
* market segmentation then marketing targeting
* differentiation then marketing targeting
* positioning then differe

market segmentation then marketing targeting

The process of customer-driven marketing incolves which of the following?
* product; price; promotion; adaptation
* market segmentation; market targeting; differentiation; positioning
* marketing analysis; planning; implementation; feedback
* analysis; ta

market segmentation; market targeting; differentiation; positioning

Effective positioning begins with ______ the company's marketing offer in order to give consumers more perceived value.
* pricing
* aligning
* differentiating
* promoting
* placing

differentiating

Today the four Ps are compared to the four Cs. Product and placed are called ______ and ______, respectively.
* convenience; customer solution
* customer cost; convenience
* communication; customer solution
* customer solution; convenience
* communication

customer solution; convenience

An increasingly large number of firms are changing their organizational focus from ______ to ______.
* product management; functional management
* product management; geographical management
* brand management; customer management
* geographic management;

brand management; customer management

Evaluating the results of marketing strategies and plands and aking corrective action to ensure that objectives are attained is called ______.
* marketing control
* strategic control
* operating control
* developmental control
* efficiency

marketing control

Which of the following measures the profits generated by investments in marketing activities?
* SWOT analysis
* a marketing audit
* an executive summary
* marketing ROI
* a budget

marketing ROI

Starbucks has introduced a debit car that lets customers prepay for coffe and snacks. This effort by Starbucks management is an example of ______.
* market development
* product development
* diversification
* market penetration
* product adaptation

market penetration

Walmart, the world's largest retailer, has successfully launched its stores in Mexico, Canada, the U.K., Germany, and other nations. This is an example of how Walmart is pursuing ______ as a growth strategy.
* market penetration
* product development
* de

geographic market development

Walmart relies on sound relationships with its low-cost suppliers in order to pass low prices on the consumers. This, forming a______ is crucial to Walmart's success.
* value delivery network
* growth-share matrix
* customer relationship management policy

value delivery network

Harris, the marketing manager at a small sports retail chain, has conducted a marketing analysis. He has investigated the company's internal resources and situational factors, as well as factors and trends in the competitive sports retail chain market. Wh

a SWOT analysis

Emerson Studios, a chain of 25 portrait stores in five states, has organized its marketing organization into groups headed by a sales manager, an advertising manager, and a customer-service manager. What type of organization is this?
* geographic
* produc

functional

The pharmaceuticals division of Omni Healthcare holds low market share in a high-growth market. In order to increase market share, managers would be most likely to decide which of the following?
* hold the pharmaceuticals division's share
* implement a ha

use money from a cash cow to promote the pharmaceuticals division

Consumer perceptions of the product's value set the ______ for prices.
* demand curve
* floor
* ceiling
* variable cost
* image

cceiling

Product costs set a(n) _______ to a product's price.
* demand curve
* floor
* ceiling
* break-even cost
* experience curve

floor

Value-based pricing is the reverse process of ______.
* variable cost pricing
* cost-plus pricing
* cost-based pricing
* good-value pricing
* value-added pricing

cost-based pricing

When there is price competition, many companies adopt ______ rather than cutting prices to match competitors.
* pricing power
* value-added strategies
* fixed costs
* price elasticity
* image pricing

value-added strategies

______ are the sum or the ______ and ______ for any given level of production.
* Fixed costs; variable; total costs
* Fixed costs; total; variable costs
* Variable costs; fixed; total costs
* Total costs; fixed; variable costs
* Break-even costs; fixed; t

Total costs; fixed; variable costs

The learning curve is also reffered to as the ______.
* LRAC
* experience curve
* demand curve
* break-even curve
* price elasticity curve

experience curve

With a higher volume of product, most companies can expect to ______.
* gain economies of scale
* become less efficient
* see fixed costs increase
* have a straight, horizontal learning curve
* find competitors using the experience curve strategically

gain economis of scale

The simplest pricing method is ______.
* value-based pricing
* sealed-bid pricing
* markup pricing
* value-added pricing
* target profit pricing

markup pricing

Many people feel that ______ pricing is fairer to both buyers and sellers. Sellers earn a fair return on their investment but do not take advantage of buyers when buyers' demand becomes great.
* skimming
* markup
* elasticity
* inelasticity
* penetration

markup

Target return pricing uses the concept of a(n) ______, which shows the total cost and total revenue expected at different sales volume levels.
* value-based chart
* break-even chart
* competition-based chart
* demand curve
* experience curve

break-even chart

In industries in which pricing is a key factor, ______ often set the best prices or help others in setting them.
* sales managers
* salespeople
* production managers
* finance managers
* pricing departments

pricing departments

Under ______, the market consists of many buyers and sellers who trade over a range of prices rahter than a single market price.
* pure competition
* monopolistic competition
* oligopolistic competition
* a pure monopoly
* socialism

monopolistic compeition

______ describes how responsive demand will be to a change in price.
* Price elasticity
* Break-even pricing
* The demand curve
* Target costing
* Supply

Price elasticity

Dips in the economy and the instant price comparisons made possible by the internet have both contributed to ______.
* decreased consumer price sensitivity
* increased consumer price sensitivity
* a less direct relationship between supply and demand
* a m

increased consumer price sensitivity

Trader Joe's offers and assorment of exclusive gourmet products at impossibly low prices. These prices are not limited-time offers or special discounts. Instead, they reflect Trader Joe's ______ strategy.
* everyday low pricing
* cost-plus pricing
* dynam

everyday low pricing

General Motors prices its automobiles to achieve a 15 to 20 percent profit on its investment. This approach is called ______.
* value-based pricing
* going-rate pricing
* cost-plus pricing
* low-price image
* target-return pricing

target-return pricing

A company faces fixed costs of $100,000 and variable costs of $8.00/unit. it plans to directly sell its product to the market for $12.00. How many units must it produce and sell to break even?
* 20,000
* 25,000
* 40,000
* 50,000
* not enough information t

25,000

In Vin del Mar, Chile, there are a dozen stores specializing in selling the same quality of seafood products on one street. An individual store dare not charge more than the going price without the risk of losing busness to the otehr stores that are selli

pure competition

Jimmy's Hardware, an independent local retailer, is losing business to Walmart. This is most likely because he cannot match Walmart's pricing strategy of ______.
* EDLP
* EFGF
* fixed prices
* value-added pricing
* skimming pricing

EDLP

Consumers who have less time and patience for watching for supermarket specials and slipping coupons would most likely prefer ______.
* variable pricing
* high-low pricing
* EDLP
* break-even pricing
* value-added pricing

EDLP

Which of the following is a reason that a marketer would choose a penetration pricing strategy?
* to ensure the company has the ability to increase prices once demand decreases
* to focus on the rapid achievement of profit objectives
* to appeal to differ

to discourage competition from entering the market

Mach 3 razor blades must be used in the Mach 3 razor. Which type of pricing is being used?
* product line pricing
* optional product pricing
* captive product pricing
* by-product pricing
* product bundle pricing

captive product pricing

HiPoint Telephone company uses two-part pricing for its long-distance call charges. Because this is a service, the price is broken into fixed fee pluss a(n) ______.
* fixed usage rate
* variable usage rate
* standard usage rate
* market usage rate
* optio

variable usage rate

Using product bundle pricing, sellers combine several products and offer the bundle ______.
* as a functional unit
* at a reduced price
* as a complete sel-service package
* as a reward to loyal customers
* at a premium price

at a reduced price

When General Motors provides payments or price reductions to its new car dealers as rewards for participating in advertising and sales support programs, it is granting a______.
* trade discount
* functional discount
* cash discount
* promotional allowance

promitonal allowance

By definition, ______ is used when a firm sells a product or service at two or more prices, even though the differerence in price is not based on differences in cost.
* segmented pricing
* variable pricing
* flexible pricing
* cost-plus pricing
* referenc

segmented pricing

When a firm varies its price by the season, month, day or even hour, it is using ______ pricing.
* revenue management
* penetration
* variable
* time-based
* value added

time-based

Which of the following refers to the prices that a buyer carries in his or her mind and refers to when looking at a given product?
* target prices
* reference prices
* promotional prices
* geographical prices
* dynamic prices

reference prices

What type of pricing is being used when a company temporarily prices its product below the list price or even below cost to create buying excitement and urgency?
* segmented pricing
* psychological pricing
* referent pricing
* promotional pricing
* basing

promotional pricing

Freight-absorption pricing is used for ______ and ______.
* market penetration; higher profit margins
* holding on to increasingly competitive markets; higer profit margins
* market penentration; holding on to increasingly competitive markets
* generating

market penentration; holding on to increasingly competitive markets

The internet offers ______, where the price can easily be adjusted to meet changes in demand.
* captive pricing
* dynamic pricing
* basing-point pricing
* price bundling
* cost-price pricing

dynamic pricing

Which of the following is a major factor that influences price increases?
* cost inflation
* surplus of raw materials
* governement intervention
* foreign compeition
* excess capacity

cost inflation

Mark's Markers, a manufacturer of color markers, has required its dealers to charge a specified retail price for its markers. Mark's is most likely guilty of ______.
* price fixing
* retail price maintenance
* price discrimination
* price collusion
* unfa

retail price maintenance

Failure to enter the current price into a retailer's system may result in charges of ______.
* predatory pricing
* scanner fraud
* retail maintenance pricing
* discriminatory pricing
* price fixing

scanner fraud

Valeo Fashions has just introduced a new line of fashion dresses for teens. It will initially enter the market at high prices in a ______ pricing strategy.
* market-penetration
* market-skimming
* competitive market
* psychological
* demographic

market-skimming

When Pepsi came out with Pepsi Blue and priced it at half price to attract buyers, Pepsi was using ______.
* market-skimming pricing
* market-penetration pricing
* new-priduct pricing
* discount pricing
* value-added pricing

market-penetration pricing

Big Mike's Health Food sells nutritional energy-producing foods. The price of the products sold varies according to individual customer accounts and situations. For example, long-time customers receive discounts. This is an example of ______.
* price elas

dynamic pricing

In response to price cuts from competitors, a ceral company with several more expensive and higher quality cereals introduced a lower-priced option to its product line. This is an example of which of the following responses to a competitor's price cut?
*

launching a "fighter brand

Savings for You, a discount retail chain, is highly competitive. When entering a new market, Savings for you often cuts its prices so deeply that is sells below costs, effectively pushing smaller companies with less purchasing power out of the market. Sav

predatory pricing

A manufacturer offers 3/10, net 30 terms to a wholesaler for recent purchase. The wholesaler may deduct ______ percent if the bill is paid within ______ days.
* 10; 30
* 10; 3
* 3; 30
* 3; 10
* 7; 10

3; 10

Marketing may be analyzed as applied ______.

microeconomics

Economists define utility as the ______ ______ power of a good or service.

want satisfying

In 1985, The American Marketing Association approved the following marketing definition:
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create ______ that will satisf

exchanges

The philosophy of the marketing era is a company-wide ______ orientation.

customer

______ marketing is concerned with establishing long term positive value experiences with consumers and other partners in the marketing chain.

Relationship

CLV is short for ______ ______ ______. The potential sum of all the purchases a satisfied consumer may make over time.

Customer Lifetime Value

In marketing "SALE" is the operational application of microeconomic's concept of ______ ______.

price elasticity

What are the two components of the Boston Consulting Group's (BCG) Market Attractiveness matrix?
Market ______ and Market ______

share; growth

Selling beer on the 4th of July at a deep discount (at cost or a bit below) is an example of pricing known as a ______ ______ promotion.

loss leader

Identify the four (4) steps in customer-driven marketing: ______, ______, ______ and ______.

segmentation, targeting, positioning, differentiation

BE = P (or Q = FC-VC) is also referred to as contribution to ______.

margin

Which customer question is answered by a company's value proposition?
* "Why should I buy your brand rahter than a competitor's?"
* "How does your brand benefit society?"
* "What are the costs and benefits of your brand?"
* What kind of experience will I

Why should I buy your brand rahter than a competitor's?

According to the production concept, consumers will favor products that are ______ and ______.
* satisfying; quality focused
* advertising; affordable
* in high demand; hard to find
* segmented; convenient
* available; affordable

available; affordable

The ______ concept is aligned with the philosophy of continuous product improvement and the belief that customers will choose producs that offer the most in quality, performance, and innovative features.
* product
* production
* customer
* marketing
* pro

product

According to the authors of your text, the ______ concept is a "sense and respond" philosophy rahter than a "make and sell" philosophy.
* product
* production
* marketing
* retailing
* societal marketing

marketing

Which marketing orientation holds that firms must strive to deliver value to custoemrs in a way that maintains or improves the consumer's and society's well-being?
* marketing concept
* selling concept
* product concept
* societal marketing concept
* equi

societal marketing concept

The set of marketing tools a firm uses to implement its marketing strategy is called the ______.
* promotion mix
* product mix
* marketing mix
* TQM
* marketing effort

marketing mix

You observe that your marketing manager is heavily involed in the process of building and maintained profitable customer relationships. Your marketing manager frequently speaks about the need to acquire, keep, and grow customers. Your manager is concerned

customer relationship management

It is most accurate to say that customers buy from stores and firms that offer which of the following?
* the highest value for the dollar
* the highest customer-perceived value
* the highest level of customer satisfaction
* the most attractve company imag

the highest customer-perceived value

The key to delivering customer satisfaction is to match ______ with ______.
* company performancel the competition's performance
* company performance; competitive prices
* relationship building; performance tools
* company performance; unique products
*

customer expectations; product performance

Which of the following best explains why consumers have greater power and control in today's marketplace?
* The production concept and competition have lowered prices.
* Implementation of the product concept has resulted in continually improving products

Through new communication technologies, customer have more access to information and more methods of sharing their opinions with other customers.

Through ______, many companies today are strengthening their connections to all partners, from providers of raw materials to components to final products that are deliverd to final buyers.
* supply chain management
* direct marketing
* partnership relatio

supply chain management

Stew Leonard reacts adversely to losing a single customer sale. He feels that this amounts to losing the entire stream of future purchaces that a customer is likely to make is she remains in the area. Leonard's conern is an illustration of which of the fo

customer lifetime value

______ is one of the best ways to increase share of customer.
* Targeting new customers
* Using bait and switch
* Cross-selling
* Divesting
* Partnership marketing

Cross-selling

Which of the following is the total combined customer lifetime values of all a company's current and potential customers?
* share of customer
* customer lifetime value
* customer equity
* profitability
* share of market

customer equity

A potentially highly profitable, short-term customer is a ______.
* true friend
* butterfly
* stranger
* barnacle
* true believer

butterfly

Since the beginning of the Great Recession, marketers have been emphasizing the ______ of their products more than ever.
* image
* value
* personality
* safety
* uniqueness

value

Which of the following is currently the fastest-growing form of marketing?
* consumer-generated marketing
* online marketing
* mass media marketing
* societal marketing
* word-of-mouth marketing

online marketing

Greh Williams now has the buying power to purchase the computer system he has wanted for the last six months. Greg's want now has become a(n) ______.
* need
* necessity
* demand
* exchange
* transaction

demand

Jolene's firm markets preplanning services for a mortician. She finds that most of her target market wants to avoid discussing their future funeral needs, and she must somehow first get their attention. Jolene's firm most likely practices the ______.
* pr

selling concept

Elisandra has decided to sponsor a contest calling for customers to create commercials for the restaurant. Winning enteries will be posted on the organization's home page. Elisandra's plan is an example of ______.
* consumer-generated marketing
* partners

consumer-generated marketing

Gaining ______ requires delivering more value and satisfaction to target consumers than competitors do.
* competitive advantage
* competitor analysis
* benchmarking
* a market-center
* a target advantage

competitive advantage

To plan effective marketing strategies, the company needs to find out all it can about its competitors. It must constantly compare its marketing strategies, products, prices, channels, and promotion with those of close competitors. This is an example of _

competitor analysis

Companies need to know each competitor's product wuality, features, and mix; cusomter services; pricing policy; distribution coverage; sales force strategy; and advertising and sales promotion programs. These are all the dimensions that identify ______ gr

strategic

Rather than competing head to head with established competitors, many companies sekk out unoccupied positions in uncontested market spaces. They try to create products and services for which there are no direct competitors. This is called a ______.
* "red

blue ocean strategy

There are specific kinds of information that companies need about their competitors. The ______ system first identifies the vital types of competitive information and the best scources of this information.
* marketing information
* global network
* compet

competitive intelligence

Approaches to marketing strategy and practice often pass through which of the three following marketing stages?
* formulated, intrepreneurial, innovative
* entrepreneurial, intrepreneurial, innovative
* entrepreneurial, formulated, strategic
* entrepreneu

entrepreneurial, formulated, intrepreneurial

Michael Porter suggests four basic competitive positioning strategies that companies can follow-three winning strategies and one losing one. Which of the following are considered wining strategies?
* middle-of-the-roader, focus, overall cost leadership
*

overall cost leadership, differentiation, focus

Sears and Holiday Inn encountered difficult times because they did not stand out as teh lowest in cost, highest in perceived value, or best in serving some market segment. Both companies are ______.
* nichers
* challenger risk-takers
* middle-of-the-roade

middle-of-the-roaders

Although it might seem that the market leader has the most going for it, challengers often have what some strategists call a ______. The challenger observes what has made the leader successful and improves upon it.
* "competitor myopia"
* "second mover ad

second mover advantage

The market follower must keep its manufacturing costs and prices ______ or its product quality and services ______.
* stable; low
* low; high
* high; low
* fair; low
* low; fair

low; high

Whereas the mass marketer achieves ______, the nicher achieves ______.
* low margins; low volume
* low volume; high margins
* high volume; high margins
* high volume; low margins
* high margins; high volume

high volume; high margins

Kodak's film business didn't suffer at the hands of direct competitor Fujifilm; it lost out to Sony, Canon, and other digital camera makers, along with a host of digital image developers and online image sharing services. This is an example of ______.
* a

competitor mypoia

PepsiCo conducts a survey of Coca-Cola drinkers to assess the Pepsi's and Coke's strengths and weaknesses in product qualities value by both company's target customers. PepsiCo is using a(n) ______.
* innovative market analysis
* global marketing strategy

customer value analysis

Most competitors in the music download industry see Apple's iTunes Music Store as a ______ because it created a closed system with mass appeal.
* good competitor
* marginal competitor
* bad competitor
* benchmarked competitor
* distanct competitor

bad competitor

Walmart, Costco, and Southwest Airlines serve customers who want reliable, good-wuality products or services, but who want them cheaply and easily. These companies are all known for pursing a value discipline known as _______.
* operational excellence
* c

operational excellence

50 percent of the market is in the hands of Company A. Another 30 percent is in the hands of Company B. 15 percent is in the hands of Company C, and the remaining 5 percent is in teh hands of Company D. Based on these hypothetical numbers, Company B is th

challenger

50 percent of the market is in the hands of Company A. Another 30 percent is in the hands of Company B. 15 percent is in the hands of Company C, and the remaining 5 percent is in teh hands of Company D. Based on these hypothetical numbers, Company B is th

nicher

Cozy Country Market entered the candle market with a niche product: flamless candles. Cozy Country Market sold its new line for about twice what you would pay for candles from a chain gift shop such as Hallmark. The product was sold online and in unconven

an idirect attack

Which of the collowis is the best response a company can make to competitive threats?
* continuous innovation
* a frontal attack
* an indirect attack
* to find partners
* to ignore them

continuous innovation

The marketing team at The Grass Is Greener, a lawn care company, carefully tracks the moves of competing companies, watching for shifting strategies and new promotions. The marketing term is also in constant touch with customers, using surveys and other f

market

You are directed to study the actors close to the company that affect its ability to serve its customers-departments within the company, suppliers, marketing intermediaries, customer markets, competitors, and publics. What are you studying?
* the macroenv

the microenvironment

You are directed to study the demographic, economic, natural, technological, political, and cultural factors that are larger societal forces affecting your company. What are you studying?
* the macroenvironment
* the microenvironment
* the internal enviro

the macroenvironment

Banks, credit companies, insurance companies, and other businesses that help finance transactions or insurance against the risks associated with the buying and selling of goods and services are referred to as ______.
* financial intermediaries
* physical

financial intermediaries

Percy Original caters to a market of indivisuals and households that buys goods and services for personal consumption. Percy original caters to a ______ market.
* business
* reseller
* government
* consumer
* marketing intermediary

consumer

Which type of market buys goods and services for further processing or for use in the production process?
* business
* reseller
* wholesale
* consumer
* retail

business

The three largest generational groups in America are the baby boomers, Generation X, and ______.
* seniors
* Millennials
* teens
* tweens
* toddlers

Millennials

Which demographic group is also referred to as the echo boomers?
* Generation X
* Millennials
* Generation Z
* baby boomers
* baby busters

Millennials

Large tween and teen markets belong to which demographic group?
* Generation X
* Millennials
* baby busters
* baby boomers
* Generation Z

Millennials

An increasing number of American workers currently work out of their homes with technological conveniences such as PCs, Internet access, and fax machines. These workers are referred to as the ______ market.
* micropolitan
* SOHO
* mobile
* independent
* c

SOHO

Of the following, which ethnic minority is expected to be nearly 25% of the U.S. population by 2050?
* African Americans
* Asian Americans
* Hispanics
* Native Americans
* Arab Americans

Hispanics

The ______ environment consists of factors that affect consumer purchasing power and spending patterns.
* cultural
* political
* technological
* economic
* natural

economic

Many firms today use RFID technology to ______.
* identify new target markets
* analyze threats and opportunities in the macroenvironment
* move toward environmental sustainability
* track products through various points in the distribution channel
* trac

track products through various points in the distribution channel

Marketers should be aware of laws, government agencies, and pressure groups that influence or limit various organizations and individual in a given societ. This is most accurately described as the ______ envrionment.
* socio-legal
* cultural
* political
*

political

The recent rash of business scandals and increased concerns about the envrionment have created fresh interest in the issues of ______ and _______.
* ethics; promotion responsibility
* ethics; social responsibility
* finances; employee discrimination
* man

ethics; social responsibility

The primary concern for consumers with the boom in internet marketing is ______. * accessibility
* false advertising
* privacy
* sustainabilit
* social responsibility

privacy

A society's basic value, perceptions, preferences, and behaviors are all part of its ______ environment.
* social
* cultural
* political
* cultural-economic
* natural

cultural

A chain of travel agencies have identified the lesbian, gay, bisexual, and transgender community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be LEAST effective component of a marketing pla

implement a mass marketing campaign

A regional supermarket chain runs print, radio, and television advertisements announcing that 1% of each of its sales is donated to local after-school programs for underprivileged youth. This is an example of ______ marketing.
* cause-related
* generation

cause-related

Toyota's Prius was the first mass-produced hybrid vehicle, known for its fuel efficiency and environmental friendliness. The Prius was initially most likely marketed to which of the following groups?
* the SOHO market
* the LOHAS market
* the LGBT market

the LOHAS market

Which of the following best explains why Gen Xers who are parents tend to put family before career?
* Gen Xers were the first generation of latchkey kids.
* Gen Xers were minimally affected by the recent economic downturn
* Gen Xers are more skeptical abo

Gen Xers were the first generation of latchkey kids.

Marketing provides three (3) utilities to the consumers: ______, ______ and ______.

time; place; ownership

In 1960 Ted Levitt wrote the influential Harvard Business Review article "______ ______" which argued that most managers focused on the product and confused selling with marketing.

Marketing Myopia

Consumer satisfaction is defined as meeting of ______ customer ______.

exceeding; expectations

The 4 Ps

product, price, place (distribution), promotion

The 4 Cs

consumer solution, consumer cost, convenience, communication

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships

the promotion mix

Companies are doing less ______ and more ______ as a result of an explosion of more focused media that better match today's targeting strategies.

broadcasting; narrowcasting

Today, marketers are moving toward viewing communications as managing the ______ over time.

customer relationship

A consumer is reading a magazine with an advertisement, but is distracted from reading the advertisement or its key points. This unplanned static or distortion during the communication process is called ______.

noise

The AIDA model identifies the characteristics of an effective ______.

marketing message

A message showing a product's quality, economy, value, or performance is called a(n) ______ appeal

rational

Though the ______ model of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather that the res

percentage-of-sales

Perhaps the most logical budget-setting method is the ______ method because it is based on spending necessary to accomplish specific promotion goals

objective-and-task

Buy it now" is the message of ______.

publicity

Business-to-Consumer companies are more likely to emphasize a ______ promotion strategy, while business-to-business companies are more likely to emphasize a ______ promotion strategy

pull; push

Delia's is a clothing retailer that targets teenage girls. it runs coordinated promotions for is catalogs, web site, and retail outlets. It uses the same models in its catalog and in its print ads as well as on its Web site. Delia's works to make sure its

Integrated marketing communication

An example of a(n) ______ appeal is the Salvation Army appeal, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing.

moral

A manufacturer os a variety of technological devices asked its marketing department to develop inexpensive methos of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of tech

buzz marketing

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured atress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best

the number of people who redeem the coupon

Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Maria

public relations

______ advertising becomes more important as competition increases. The company's objective is to build selective demand

persuasive

What is a potential problem associated with comparative advertising?
* Consumers confuse the positive and negative aspects of the brands involved in the ad war
* Competitors develop new and improved products in an attempt to win the advertising contest
*

Competitors respond with their own ads, which often result in negative publicity for both brands

Which of the following may require heavy advertising in order to be set apart from similar products?
* undifferentiated brands
* specialty brands
* international brands
* mature brands
* high-share brands

undifferentiated brands

Which of the following represents the merge between advertising and entertainment?
* Madison & Vine
* Wall St. & Fifth Ave
* buzz marketing
* podcasting
* webisodes

Madison & Vine

Branded Coca-Cola cups have been prominently featured on episodes of American Idol. This is an example of ______
* advertising
* sponsorship
* consumer-generated messages
* sales promotion
* product placement

product placement

The number of items an average person in the target market is exposed to an ad is known as the ______
* impact
* reach
* frequency
* exposure
* engagement

frequency

Which of the following statements about radio as an advertising medium is true?
* Radio advertising is typically quite expensive
* National radio advertising opportunities are simple to purchase
* One advantage of radio advertising is its high demographic

One advantage of radio advertising is its high demographic selectivity

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ______
* cost per thousand persons reached
* cost of premium offers
* cost of the magazine it is using
* profit margin
* continuity cost

cost per thousand persons reached

Scheduling ads unevenly, which is called ______, builds awareness that is intended to be carried over to the next advertising period
* continuity
* pulsing
* shuffling
* sequencing
* segmenting

pulsing

One way to measure the ______ effecs of advertising is to ______ past sales and past advertising expenditures
* communication; average
* promotion; analyze
* communication; identify
* sales; compare
* sales; combine

sales; compare

Quaker Oats is a trusted leader in the oatmeal market. What will be the most likely objective of advertisements for a new flavor of oatmeal being introduced by Quaker Oats?
* build a company image
* encourage customers to switch brands
* correct false imp

maintain customer relationships

Which of the following is an example of user-generated content?
* Toyota's presence in online communities
* Nike's Nike Plus running Web site
* MasterCard's use of "Priceless" commercials shot by customers
* Neiman Marcus's InCircle Rewards program for it

MastCard's use of "Priceless" commercials shot by customers

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. The information in the report relates to ______
* reach
* frequency
* impact
* engagement
* qualitative value

reach

In an attempt to set the company apart from its competitors, United Parcel Service has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is UPS using?
* buzz marketing
* corporate logos
* corporate identity mater

corporate identity materials

U-Frame-It is a small sompany that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be answered first?
* What percentage of the budget should be allocated for U-Frame-It radio ads?
* Which type o

What are the communication and sales objectives of U-Frame-It?

A ______ is an individual acting on behalf of a company who perfroms one or more of the following activities: prospecting, communicating, servicing, and information gathering.
* press agent
* media planner
* marketing director
* salesperson
* publicist

salesperson

Which sales management tool helps a salesperson known which customers to visit and which activities to carry out during a week?
* time-and-duty analysis
* sales force automation systems
* call plan
* sales quota plan
* positive incentives plan

call plan

Prospecting is the step in the selling process in which the salesperson ______
* gathers information about a prospective customer before making a sales call
* meets the customer for the first time
* identifies qualified potential customers
* tells the pro

identifies qualified potential customers

During the prospecting stage, a salesperson needs to discriminate between good leads and poor leads, a process known as ______
* closing
* referring
* presenting
* qualifying
* approaching

qualifying

A salesperson should seek out, clarify, and overcome an customer objections during the sales presentation in order to _______
* offer the buyer a discount for placing an order
* minimize the buyer's concerns about the product
* compliment the buyer for me

turn the objections into reasons for buying

Salespeople should be trained to recognize ______ signals from the buyer, which can include physical actions such as leaning forward and nodding or asking questions about prices and credit terms.
* qualifying
* approach
* objection
* closing
* follow-up

closing

Of the main consumer promotion tools, which is the MOST effective for introducing a new product or creating excitement for an existing one?
* coupons
* samples
* cash refunds
* price packs
* contests

samples

Manufacturers direct more sales promotion dollars toward ______ than to ______.
* consumers; retailers
* customers; wholsesalers
* retailers and wholesalers; consumers
* salespeople; retailers
* retailers; wholesalers

retailers and wholesalers; consumers

A manufacturer that offers cash or gifts to dealers for encouraging the purchase of the manufacturer's goods is using ______
* price-offing
* push money
* off-listing
* off-invoicing
* allowances

push money

Which of the following questions would be the best one to help a marketer evaluate the return on a sales promotion investment?
* Did the promotion run too long or too short?
* Did customers enjoy the events associated with the promotion?
* Did customers s

Did the promotion increase purchases from current customers or attract new customers

An IBM sales representative is giving a product demonstation to a Best Buy representative. Assisting with the demonstartion are an engineer, a fiancial analyst, and an information ysstems specialist. If IBM wins the Best Buy account, then all four IBM rep

team selling

Marlene Arau is a member of the sales force at Urban Fashions, a clothing manufacturer. Marlene is preparing for a first meeting with a wholesaler who is a potential customer. Marlene is learning as much as she can about the wholesaler's organization. Mar

preapproach

An insert in a Land's End catalog offers free shipping on your next purchase. This is an example of a ______
* sales promotion
* POP promotion
* trade promotion
* price pack
* premium

sales promotion

An example of a(n) ______ is a 5ft tall cardboard display of Tony the Tiger next to Frosted Flakes cereal boxes.
* sample
* POP promotion
* POP pack
* advertising specialty
* premium

POP promotion

Sales have been slow recently at B&B Materials, so management has organized a training program to improve the performance of its sales force. Which of the following would most likely lead to improved sales for B&B Materials?
* tests to measure the analyti

information about the marketing strategies used by competitors

Amazon.com, eBay, and GEICO employ ______ as their only method of doing business with customers
* mass marketing
* sales promotion
* direct marketing
* public relations
* personal selling

direct marketing

What are the two main goals of direct marking?
* to identify a potential customer and obtain an immediate response
* to obtain an immediate response and to facilitate a purchase
* to obtain an immediate response and build a lasting customer relationship
*

to obtain an immediate response and build a lasting customer relationship

Psychographic data in a customer database used by direct marketers includes information regarding a customer's ______ and ______
* interests; income
* activities; opinions
* age; buying preferences
* opinions; age
* hobbies; income

activities; opinions

According to your text, ______ "bridge the gap between old-fashioned stores and online shopping"
* kiosks
* home shopping channels
* online catalogs
* informercials
* mobile phones

kiosks

Which of the following is NOT one of the four major online marketing domains?
* B2C (business-to-consumer)
* B2R (business-to-retailer)
* B2B (business-to-business)
* C2C (consumer-to-consumer)
* C2B (consumer-to-business)

B2R (business-to-retailer)

Overstock.com Auctions and eBay are popular market spaces that facilitate that online exchange of goods and information and examples of ______ online marketing
* B2C
* B2B
* C2C
* C2B
* global commerce

C2C

What does the term 'viral marketing' mean?
* it is another term for online privacy
* it is another term for online security
* it refers to problems associated with computer viruses
* it refers to word-of-mouth marketing that occurs online
* it refers to n

it refers to word-of-mouth marketing that occurs online

Gutter Guys used to generate most of its sales through telemarketing but now uses direct mail to reach prospective customers. Which of the following most likely explains the reason that Gutter Guys switched from telemarketing to direct mail?
* Federal Tra

National Do Not Call Registry

Oscar Aviation has a corporate Web site. Prospective cusomters are most likely able to do all of the following on the site EXCEPT ______
* learn about Oscar's philosophy
* ask online questions
* enjoy entertainment features on the site
* purchase products

purchase products

Runners can compare performances, set up profiles, and meet new friends on Nike's Nike Plus Web site. Nike Plus is an example of a ______
* C2C marketing site
* viral marketing site
* Web community
* content sponsorship program
* contextual advertisement

Web community

Charlie Putnam received an e-mail promotion a new financial services and simply asked him to enter personal information. When Charlie research the company, he found the ramil was a fruad. This is an example of ______.
* online eavesdropping
* phishing
* m

phishing

Organic Designs stores are located in urban areas, considering using direct marketing to reach potential customers who live outside of the company's existing markets, with the goal of creating emotional connections and long-term relationships with a new g

catalog marketing

Which of the following best explains why direct-response television commercials have seen an increase in popularity in recent years?
* It has become simpler to replicate the success of classic direct-response TV ads
* Traditional broadcast and cable ads h

Return on ad investment can be easily measured

A producer of beverages and snack foods wants to market its products to the 18 to 14 year old demographic by providing incentives to respond instantly to time-saving offers. Which of the following forms of direct marketing would this producer most likely

mobile phone

When customers are unable to find a product they need on the shelves, the marketing department wants them to search for the product on the Web site. Which of the following marketing devices is the best match for this goal?
* kiosks
* email
* podcasting
*

kiosks

A broad definition of advertising is that it is ______ selling

nonpersonal

the three objective of advertising are to: ______ ______ and ______

inform persuade and remind

In marketing terms, when you wear apparel or carry a shopping bag that prominently displays the retailer's or designer's logo you are ______

billboarding

In economic terms advertising maybe looked upon as ______ competition

nonprice

in the communications process, any distraction is termed as "______

noise

the ______ the price the more the reliance upon advertising

lower

the ______ the price the more reliance upon personal selling

higher

Act now there's only two left and one is spoken for" is an example of ______ ______ ______ (SRO) close

Standing room only

______ marketing refers to word-of-mouth online marketing

viral

Advertising wants to be the ______

atmosphere

Communication drives ______

commerce

Should the pitch be to the ______ or ______

head; heart

According to this video, brand managers create and maintain a ______ system

meaning

The Persuaders" see consumer choice as 80% ______ and 20% ______

emotions; reason