Which of the following statements is true of sales promotions?​

Which of the following statements is true of sales promotions?​


a.

​It complements advertising by yielding faster sales responses.

b.

​It is a long-run tool used by marketers.

c.

​It is allotted less marketing money than advertising.

d.

​It uses personal selling, advertising, and public relations



Answer: a.

​It complements advertising by yielding faster sales responses.

Which of the following statements is true of buying decisions?​

Which of the following statements is true of buying decisions?​



a.

​The type of buying decision does not affect the promotional mix of an organization.

b.

​Print advertising may be used for high-involvement purchase decisions.

c.

​Consumers are the not involved in complex buying decisions.

d.

​Personal selling is most effective in helping consumers in routine decisions.



Answer: b.

​Print advertising may be used for high-involvement purchase decisions.

Which of the following is a reason for the increasing popularity of the integrated marketing communications (IMC) concept?​

Which of the following is a reason for the increasing popularity of the integrated marketing communications (IMC) concept?​


a.

​Proliferation of thousands of media choices beyond traditional television has made promotion easier.

b.

​Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses.

c.

​More selectively segmented markets have replaced the traditional broad market groups.

d.

​Marketers have discontinued the use of online advertising due to its lack of measurability



Answer: c.

​More selectively segmented markets have replaced the traditional broad market groups.

As receivers in the communication process, marketers:​

As receivers in the communication process, marketers:​


a.

​listen to the target market in order to develop appropriate messages.

b.

​promote the purchase of goods and services.

c.

​persuade the target market to buy a company's products.

d.

​inform and remind the target market of new and existing products.



Answer: a.

​listen to the target market in order to develop appropriate messages.

As a product reaches the growth stage of its life cycle, _____.​

As a product reaches the growth stage of its life cycle, _____.​


a.

sales promotion can be reduced​

b.

​advertising and public relations play no role in the promotional mix

c.

​mass advertising is used rather than target marketing

d.

​early trial of the product is encouraged



Answer: a.

sales promotion can be reduced​

An objective of a seller engaging in personal selling is:​

An objective of a seller engaging in personal selling is:​


a.

​to persuade a buyer to accept a point of view.

b.

​to use social media sites to talk with large audiences.

c.

to increase the cost of the product that is being sold.​

d.

​to make a one-time sale rather than a long-term relationship.



Answer: a.

​to persuade a buyer to accept a point of view

The objective of public relations is:​

The objective of public relations is:​


a.

​entails indirect, one-way communication.

b.

​meets the needs of a target market.

c.

​does not use advertising.

d.

​works for all products of a company.



Answer: b.

​meets the needs of a target market

_____ is designed to stimulate a purchase or an action.

_____ is designed to stimulate a purchase or an action.


a.

​Informative promotion

b.

​Persuasive promotion

c.

​Connective promotion

d.

​Reminder promotion



Answer: b.

​Persuasive promotion

The basic goal of promotion during the introduction stage of the product life cycle is:​

The basic goal of promotion during the introduction stage of the product life cycle is:​



a.

​to inform the target audience that the product is available.

b.

to limit personal selling at the retail level.​

c.

​to target advertising to specific potential buyers.

d.

​to reduce the costs incurred in mass advertising.



Answer: a.

​to inform the target audience that the product is available.

​​Which of the following strategies can be used by a firm that uses a pull strategy?​

​​Which of the following strategies can be used by a firm that uses a pull strategy?​


a.

​Selling products to wholesalers

b.

​Offering heavy sampling and introductory consumer advertising

c.

​Offering aggressive discounts for retailers to buy its products

d.

​Using trade advertising



Answer: b.

​Offering heavy sampling and introductory consumer advertising

Strategic retailing goals typically focus on:​

Strategic retailing goals typically focus on:​


a.

increasing the cost of goods sold.​

b.

reducing return on assets or equity.​

c.

not using a retailing mix.​

d.

​reducing costs of goods sold.



Answer: d.

​reducing costs of goods sold.

The goal of tactical retailing is to:​

The goal of tactical retailing is to:​



a.

​eliminate the need of segmenting a market.

b.

increase overhead costs.​

c.

eliminate the need of new advertising campaigns.​

d.

increase the sales of a specific item.​



Answer: d.

increase the sales of a specific item.​

Which of the following is true of click-and-collect?

Which of the following is true of click-and-collect?


a.

It enables consumers to make their purchases online and pick up their orders from physical stores.​

b.

It employs outbound and inbound telephone contacts to sell directly to customers.​

c.

It allows customers to shop over the Internet and have items delivered directly to their door.​

d.

​It requires representatives to sell products door-to-door, in offices, or at in-home sales parties.



Answer: a.

It enables consumers to make their purchases online and pick up their orders from physical stores.​

Which of the following statements is true of service failures?

Which of the following statements is true of service failures?​



a.

​They can be eliminated by successful market segmentation.

b.

If handled effectively, they will result in customer loyalty.​

c.

Retailers cannot recover from service failures.​

d.

They can be solved by cancelling return policies.



Answer: b.

If handled effectively, they will result in customer loyalty.​

Which of the following is an advantage of retail channel omnification?​

Which of the following is an advantage of retail channel omnification?​


a.

It benefits retailers as customers must enter their stores in order to claim their purchases.​

b.

​It allows customers to order products online and pick their orders from stores.

c.

It benefits customers as they can shop from the comfort of their homes.​

d.

It enables retailers to offer competitive prices across their various outlets.​



Answer: d.

It enables retailers to offer competitive prices across their various outlets.​

Which of the following is true of retail channel omnification?​

Which of the following is true of retail channel omnification?​


a.

​It creates separate distribution systems for different distribution channels.

b.

It involves treating each distribution channel as an entirely different business.​

c.

It combines different distribution channels into a single, unified system for saving costs.​

d.

It makes each distribution channel accountable for its own dedicated inventory.​



Answer: c.

It combines different distribution channels into a single, unified system for saving costs.​

Which of the following statements is true of specialty stores?​

Which of the following statements is true of specialty stores?​


a.

​They have the widest product assortment among other retail establishments.

b.

They offer virtually no service to customers.​

c.

They carry narrow product lines that are considerably deep.​

d.

They use low prices and discounts to lure shoppers



Answer: c.

They carry narrow product lines that are considerably deep

Which of the following statements is true of channel members?​

Which of the following statements is true of channel members?​


a.

​They provide contact efficiency.

b.

Merchant wholesalers create form utility.​

c.

Agents and brokers take ownership of goods in the marketing channel.​

d.

They provide generalization of labor.​



Answer: a.

​They provide contact efficiency.

Which of the following statements is true of three-dimensional printing (3DP)?​

Which of the following statements is true of three-dimensional printing (3DP)?​


a.

It cannot be used in industries such as auto parts, biomedical, and fast food.​

b.

It will eliminate the need for transportation of finished goods to distribution centers and retailers.​

c.

It will lead to mass production of standardized goods than custom products.​

d.

​It is expected to have a negative impact on businesses' carbon footprints and the environment at large.



Answer: b.

It will eliminate the need for transportation of finished goods to distribution centers and retailers.​

The best order fulfillment processes:​

The best order fulfillment processes:​


a.

reduce coordination between multiple companies.​

b.

reduce the time between order and customer receipt.​

c.

increase inventory levels of the firm.​

d.

​manage volumes of returned product efficiently.



Answer: b.

reduce the time between order and customer receipt.​

Identify a true statement about supply chain management.​

Identify a true statement about supply chain management.​


a.

It enables supply chain managers to respond quickly to sudden changes in supply or demand.​

b.

​It reflects a completely employee-driven management philosophy.

c.

It gives assembly line employees total control of materials, processes, money, and finished products.​

d.

It enables supply chain managers to focus on pushing products down the marketing channels to consumers.​



Answer: a.

It enables supply chain managers to respond quickly to sudden changes in supply or demand.​

The most prominent difference separating intermediaries is whether they:

The most prominent difference separating intermediaries is whether they:


a.

​take title to the products they sell.

b.

lower average production costs.​

c.

​use "push" strategy.

d.

​raise profit margins for independent middlemen.



Answer: a.

​take title to the products they sell.

Outsourcing enables companies to:​

Outsourcing enables companies to:​


a.

lengthen the order-to-cash cycle.​

b.

​locate stocks at fewer plants and distribution centers.

c.

focus investment on their logistical functions rather than on core business.​

d.

eliminate the need of using a third-party logistics company.​



Answer: b.

​locate stocks at fewer plants and distribution centers.

Under the _____ philosophy, functional areas in a company such as marketing, sales, or research/development communicate frequently and are synchronized with purchasing, manufacturing, and logistics.​

Under the _____ philosophy, functional areas in a company such as marketing, sales, or research/development communicate frequently and are synchronized with purchasing, manufacturing, and logistics.​


a.

supply chain agility​

b.

​demand chain orientation

c.

supply chain analytics​

d.

demand-supply integration​



Answer: d.

demand-supply integration​

Which of the following statements is true of a retailer channel?​

Which of the following statements is true of a retailer channel?​


a.

It is commonly used for low-cost items that are frequently purchased, such as candy, cigarettes, and magazines.​

b.

It involves passing ownership directly from the producer to the ultimate consumer.​

c.

​It is most common when the retailer is large and can buy in large quantities directly from the manufacturer.

d.

It uses agents and brokers to procure products from manufacturers.​


Answer: c.

​It is most common when the retailer is large and can buy in large quantities directly from the manufacturer.

Identify a true statement about agile companies.

Identify a true statement about agile companies.


a.

They spend less time than their competitors on activities that create direct customer benefits.​

b.

They use a "pull" strategy instead of a "push" strategy to market their products.​

c.

They partner closely with suppliers and service providers to reduce customer wait times for products.​

d.

​They increase the complexity of the supply chain.



Answer: c.

They partner closely with suppliers and service providers to reduce customer wait times for products.​

Which of the following statements is true of supply chain oriented firms?​

Which of the following statements is true of supply chain oriented firms?​



a.

They are not better off financially in the long run.​

b.

​They lack the support of top managers.

c.

They work against their partners when seeking to achieve goals.​

d.

They are willing to accept short-term risks on behalf of others.



Answer: d.

They are willing to accept short-term risks on behalf of others.

Which of the following statements is true of public-private partnerships?​

Which of the following statements is true of public-private partnerships?​



a.

They are critical to the satisfaction of both company and societal interests.​

b.

​They increase the negative impacts of potentially hazardous supply chain situations.

c.

They lack power to solve future national and global supply chain problems.​

d.

They are formed when the magnitude of a supply chain dilemma is of little importance to a company.

Answer: a.

They are critical to the satisfaction of both company and societal interests.​

Companies are globalizing their supply chains because:​

Companies are globalizing their supply chains because:​


a.

of a decrease in the length and risk of supply chains globally.​

b.

it helps reduce transportation and warehousing costs.​

c.

​of increasing demand for imported products worldwide.

d.

it helps standardize the quality of the products produced.​



Answer: c.

​of increasing demand for imported products worldwide.

Which of the following statements is true of companies that focus on supply chain management?

Which of the following statements is true of companies that focus on supply chain management?



a.

They incur large incremental expenditure on company assets.​

b.

​They report reduced logistical flexibility.

c.

They have limited interactions with their suppliers.​

d.

They report lower warehousing costs.​



Answer: d.

They report lower warehousing costs.​

Which of the following is an advantage of offshoring?

Which of the following is an advantage of offshoring?


a.

It enables a company to relocate outsourced operations closer to home.​

b.

​It reduces the fuel costs spent on transporting goods.

c.

​It reduces supply chain risks for a company.

d.

It decreases labor costs incurred by a company.​



Answer: d.

It decreases labor costs incurred by a company.​

Companies that work closely with their suppliers:

Companies that work closely with their suppliers:


a.

​are free from problems such as corporate culture.

b.

follow an internal supply chain integration.​

c.

do not share responsibility with the suppliers for satisfying customer requirements.​

d.

encounter problems such as information hoarding and trust issues.​



Answer: d.

encounter problems such as information hoarding and trust issues.​

Which of the following statements is true of multichannel marketing?​

Which of the following statements is true of multichannel marketing?​


a.

It unifies transportation and distribution systems of different channels.​

b.

It becomes difficult to find the channel responsible for discrepancies in the inventory.​

c.

It creates a main channel which acts as the sale and profit center.​

d.

​Customers are offered information, goods, services, and/or support through one or more synchronized channels.



Answer: d.

​Customers are offered information, goods, services, and/or support through one or more synchronized channels.

In the context of supply chain integration, relationship integration:

In the context of supply chain integration, relationship integration:


a.

enables companies to act as multiple individual units.​

b.

includes ways in which companies collaborate on activities or projects.​

c.

​makes performance assessments transparent and measurable across the borders of different firms.

d.

is a type of internal integration sought by firms interested in providing top-level service to customers



Answer: b.

includes ways in which companies collaborate on activities or projects.​

Unlike in the mass production era, in today's marketplace:​

Unlike in the mass production era, in today's marketplace:​


a.

businesses focus on partnering with members of the supply chain to enhance customer value.​

b.

​supply chain management reflects a completely employee-driven management philosophy.

c.

standardized products are "pushed" down through marketing channels to consumers.​

d.

companies that focus on supply chain management commonly report high inventory costs.​



Answer: a.

businesses focus on partnering with members of the supply chain to enhance customer value.​

Identify a true statement about the demand management process.​

Identify a true statement about the demand management process.​


a.

It creates customer-focused plans of action prior to actual purchases being made.​

b.

It eases the pressure on the production process of a company.​

c.

​It increases costs as it involves serving multiple types of customers who have variable wants and needs.

d.

It focuses on providing quick positive response to negative customer feedback.​



Answer: a.

It creates customer-focused plans of action prior to actual purchases being made.​

Which of the following statements is true of nontraditional channels?​

Which of the following statements is true of nontraditional channels?​


a.

They aid upstream producers in marketing to producers.​

b.

​They increase a brand's coverage in the market.

c.

They help differentiate a firm's product from the competition.​

d.

They lead to competition between distribution channels through cannibalization.​



Answer: c.

They help differentiate a firm's product from the competition.​

The logistical function of intermediaries in marketing channels involves:​

The logistical function of intermediaries in marketing channels involves:​


a.

contacting prospective buyers to make them aware of existing products.​

b.

​sorting, accumulation, consolidation of products.

c.

explaining about a product's features, advantages, and benefits.​

d.

researching about channel members and consumers​



Answer: b.

​sorting, accumulation, consolidation of products.

Marketing channels attain economies of scale:​

Marketing channels attain economies of scale:​



a.

​through specialization and division of labor.

b.

by providing form utility to producers.​

c.

by aiding downstream producers to consumers.​

d.

through minimum interaction with suppliers.​



Answer: a.

​through specialization and division of labor.

_____ negotiate with one another, buy and sell products, and facilitate the change of ownership between buyer and seller in the course of moving finished goods from the manufacturer into the hands of the final consumer.​

_____ negotiate with one another, buy and sell products, and facilitate the change of ownership between buyer and seller in the course of moving finished goods from the manufacturer into the hands of the final consumer.​


a.

​Intermediaries

b.

Laggards​

c.

Innovators​

d.

Early adopters​



Answer: a.

​Intermediaries

Which of the following statements is true of the supplier relationship management process?​

Which of the following statements is true of the supplier relationship management process?​


a.

It enables suppliers and business units to operate with limited or no interaction.​

b.

It introduces features and cost-cutting measures into final products.​

c.

It provides structural support for developing and maintaining relationships with suppliers.​

d.

​It enables firms to act as leaders in protecting the natural environment.



Answer: c.

It provides structural support for developing and maintaining relationships with suppliers.​

Which of the following is a disadvantage of supply chain globalization?​

Which of the following is a disadvantage of supply chain globalization?​


a.

It leads to stagnation in the company's technology or knowledge.​

b.

It increases labor costs and materials costs for companies.​

c.

It exposes companies to risks associated with geopolitical conflict.​

d.

​It restricts companies from availing trade tariff.


Answer: c.

It exposes companies to risks associated with geopolitical conflict.​

Which of the following best defines the order-to-cash cycle?​

Which of the following best defines the order-to-cash cycle?​


a.

​It is the time gap between purchase of raw materials and manufacturing of the final product.

b.

It is the amount of time between the cancellation of an order by a customer and the approval of cancellation.​

c.

It is the amount of time between order placement and receipt of the customer's payment following order shipment.​

d.

It is the time delay between the packaging of an order and the consumption of the product.​



Answer: c.

It is the amount of time between order placement and receipt of the customer's payment following order shipment.​

Which of the following statements is true of retailers?​

Which of the following statements is true of retailers?​



a.

They facilitate exchanges of ownership between buyers and sellers.​

b.

They provide time and place utility to agents and brokers.​

c.

​They provide contact efficiency for consumers.

d.

They facilitate the movement of products from the manufacturer to producers and resellers.​



Answer: c.

​They provide contact efficiency for consumers.

Which of the following statements is true of a firm's distribution strategy?

Which of the following statements is true of a firm's distribution strategy?


a.

​Having too many outlets to distribute products may boost costs unnecessarily.

b.

​The location of a service does not influence the distribution strategy of a time-dependent service provider.

c.

​Since services are intangible, many service firms choose indirect distribution strategy.

d.

​The intensity of distribution should exceed the target market's needs and preferences.



Answer: a.

​Having too many outlets to distribute products may boost costs unnecessarily.

Which of the following statements is true of mass customization?

Which of the following statements is true of mass customization?



a.

​It does not respond to individual customers' needs.

b.

​It uses technology to customize the products of a firm.

c.

​It focuses on customizing rather than standardizing products.

d.

​It cannot cater to the needs of different customer groups.



Answer: b.

​It uses technology to customize the products of a firm.

A limitation of revenue-oriented pricing is that:

A limitation of revenue-oriented pricing is that:


a.

​determining costs can be difficult for many services.

b.

​it does not focus on maximizing the surplus of income over costs.

c.

​the profit goals of the company is not taken into account.

d.

​it cannot be used by manufacturing companies.



Answer: a.

​determining costs can be difficult for many services.

Which of the following statements is true of nonprofit organizations?

Which of the following statements is true of nonprofit organizations?


a.

​They can measure their success and failure in strictly financial terms.

b.

​They seek to make a profit for redistribution to owners or shareholders.

c.

​They focus on generating enough funds to cover the organization's expenses.

d.

​They have a financial bottom line that simplifies decision-making processes for nonprofit managers.



Answer: c.

​They focus on generating enough funds to cover the organization's expenses.

Which of the following is a characteristic that distinguishes the pricing decisions of nonprofit organizations from those of profit organizations?

Which of the following is a characteristic that distinguishes the pricing decisions of nonprofit organizations from those of profit organizations?


a.

​Their services are paid for by people who are better off financially.

b.

​Their services are priced higher than the costs incurred.

c.

​Consumers are charged a monetary price but instead must absorb monetary costs.

d.

​Indirect payment is not a common practice in nonprofit organizations.



Answer: a.

​Their services are paid for by people who are better off financially.

According to the gap model of service quality, the gap between what customers want and what management thinks customers want results from:

According to the gap model of service quality, the gap between what customers want and what management thinks customers want results from:


a.

​a lack of understanding or a misrepresentation of the customers' needs, wants, or desires.

b.

​misleading or deceptive advertising campaigns that promise more than what the firm can deliver.

c.

​management's inability to translate customers' needs into delivery systems within the firm.

d.

​the inability of management and employees to do what should be done.



Answer: d.

​the inability of management and employees to do what should be done.

According to the gap model of service quality, the gap between what management thinks customers want and the quality specifications that management develops to provide the service results from:

According to the gap model of service quality, the gap between what management thinks customers want and the quality specifications that management develops to provide the service results from:


a.

​the inability of management and employees to do what should be done.

b.

​a lack of understanding or a misrepresentation of the customers' needs, wants, or desires.

c.

​misleading or deceptive advertising campaigns that promise more than what the firm can deliver.

d.

​the inability of management to translate customers' needs into delivery systems within the firm.



Answer: d.

​the inability of management to translate customers' needs into delivery systems within the firm.

To close the gap between what a company provides and what the customer is told it provides, the company must:

To close the gap between what a company provides and what the customer is told it provides, the company must:


a.

​ensure that employees have the skills and the proper tools to perform their jobs.

b.

​create realistic customer expectations through honest, accurate communication.

c.

​stay attuned to customer wishes by researching customer needs and satisfaction.

d.

​encourage teamwork and train employees so that they know what the management expects.



Answer: b.

​create realistic customer expectations through honest, accurate communication.

Which of the following statements is true of bundled pricing?​

Which of the following statements is true of bundled pricing?​


a.

​It is simpler for a firm to administer than individually pricing each element.

b.

​It is a pricing strategy that does not apply for services.

c.

​It is preferable when consumers are willing to pay extra for every part of the service.

d.

​It is a pricing strategy where customers pay only for the service elements they use.


Answer: a.

​It is simpler for a firm to administer than individually pricing each element.

Which of the following is a characteristic of products produced by multinational corporations?

Which of the following is a characteristic of products produced by multinational corporations?


a.

​Products are not subjected to test marketing.

b.

​Products are developed to meet unique market requirements whenever possible.

c.

​Products are inadequately distributed in local markets.

d.

​Products are developed to cater to local markets.



Answer: b.

​Products are developed to meet unique market requirements whenever possible.

Which of the following statements best describes simultaneous product development?

Which of the following statements best describes simultaneous product development?


a.

​It is used to determine the reactions of potential customers in a market situation.

b.

​It is a strategy that links the new-product development process with the objectives of the marketing department, the business unit, and the corporation.

c.

​It is a strategy that provides general guidelines for generating, screening, and evaluating new-product ideas.

d.

​It is the process where all the involved areas work together rather than sequentially during a product's development.



Answer: d.

​It is the process where all the involved areas work together rather than sequentially during a product's development.

Which of the following is an objective of focus group interviews?

Which of the following is an objective of focus group interviews?


a.

​To eliminate ideas that are inconsistent with the organization's new-product strategy

b.

​To get recommendations of product ideas from outside consultants

c.

​To directly involve customers in test marketing

d.

​To stimulate insightful comments through group interaction


Answer: d.

​To stimulate insightful comments through group interaction

Identify a true statement about the maturity stage of the product life cycle (PLC).

Identify a true statement about the maturity stage of the product life cycle (PLC).


a.

​The beginning of this stage is signaled by increased sales.

b.

​Product design changes tend to become functional rather than stylistic.

c.

​It is the shortest stage of the PLC.

d.

​Niche marketers that target the underserved segments of a market emerge during this stage.



Answer: d.

​Niche marketers that target the underserved segments of a market emerge during this stage.

The objective of test marketing is:

The objective of test marketing is:


a.

​to implement simultaneous product development.

b.

​to create three-dimensional prototypes quickly and at a relatively low cost.

c.

​to evaluate alternative marketing strategies.

d.

​to shorten the development process of a product and reduce costs.



Answer: c.

​to evaluate alternative marketing strategies.

Which of the following statements is true of the development stage of the new-product development process?

Which of the following statements is true of the development stage of the new-product development process?


a.

​It involves evaluating a new-product idea before creating any prototype.

b.

​Costs decrease dramatically once a product idea enters the development stage.

c.

​It involves examining the feasibility of manufacturing a product at an acceptable cost.

d.

​Simultaneous product development increases the time spent in the development process.



Answer: c.

​It involves examining the feasibility of manufacturing a product at an acceptable cost.

In the context of the rate of adoption, relative advantage is defined as the degree to which:

In the context of the rate of adoption, relative advantage is defined as the degree to which:


a.

​a new product is consistent with existing values and product knowledge, past experiences, and current needs.

b.

​a product can be tried on a limited basis.

c.

​a product is perceived as superior to existing substitutes.

d.

​the benefits of using a product can be communicated to target customers.



Answer: c.

​a product is perceived as superior to existing substitutes.

Identify a true statement about the product life cycle (PLC).

Identify a true statement about the product life cycle (PLC).


a.

​A product spends the same amount of time in the different stages of the life cycle.

b.

​The PLC for a product form is longer than the PLC for any one brand.

c.

​Changes in a product, its uses, its image, or its positioning do not affect that product's life cycle.

d.

​The PLC dictates the marketing strategy to be used for a product.



Answer: b.

​The PLC for a product form is longer than the PLC for any one brand.

Which of the following statements is true of a customer innovation center?

Which of the following statements is true of a customer innovation center?


a.

​It is used in the business analysis stage of the new-product development process.

b.

​It is a forum for meeting with customers and directly involving them in the innovation process.

c.

​It is an approach to reposition a company's products.

d.

​It promotes status-conscious advertising among customers.



Answer: b.

​It is a forum for meeting with customers and directly involving them in the innovation process.

Which of the following is the most important factor in successful new-product introduction?

Which of the following is the most important factor in successful new-product introduction?


a.

​The product should not be developed using crowdsourcing.

b.

​The features of the new product should be similar to its substitutes in the market.

c.

​The new product should deliver a meaningful and perceivable benefit to a sizable number of people.

d.

​The new product should be priced lower than other products in the same category.



Answer: c.

​The new product should deliver a meaningful and perceivable benefit to a sizable number of people.

In the context of the product characteristics that can be used to predict and explain the rate of acceptance and diffusion, the degree of difficulty involved in understanding and using a new product is known as _____.

In the context of the product characteristics that can be used to predict and explain the rate of acceptance and diffusion, the degree of difficulty involved in understanding and using a new product is known as _____.


a.

​compatibility

b.

​observability

c.

​trialability

d.

​complexity



Answer: d.

​complexity

For conducting an accurate test marketing, _____.

For conducting an accurate test marketing, _____.


a.

​test locations should mirror the purchasing habits of the overall market

b.

​the media reach in test locations should be very high

c.

​test marketing should expose the new product and its marketing mix to competitors

d.

​the company should have limited distribution in test cities



Answer: a.

​test locations should mirror the purchasing habits of the overall market

Which of the following is an advantage of simultaneous product development?

Which of the following is an advantage of simultaneous product development?


a.

​It eliminates the need for test marketing a new product.

b.

​It eliminates the need for conducting laboratory tests on product prototypes.

c.

​It shortens the development process and reduces costs.

d.

​It ensures that product development occurs in highly structured stages.



Answer: c.

​It shortens the development process and reduces costs.

In the context of the new-product development process, which of the following statements is true of the business analysis stage?

In the context of the new-product development process, which of the following statements is true of the business analysis stage?



a.

​Forecasting market share for a new entry in a new, fragmented, or relatively small niche market is easy.

b.

​The newness of the product, the size of the market, and the nature of the competition do not affect the accuracy of revenue projections.

c.

​Depending on the nature of the product and the company, this process may be simple or complex.

d.

​Costs increase dramatically once a product idea enters the business analysis stage.



Answer: c.

​Depending on the nature of the product and the company, this process may be simple or complex.

In the context of the new-product development process, which of the following is true of a new-product strategy?

In the context of the new-product development process, which of the following is true of a new-product strategy?


a.

​It is the last stage of the new-product development process.

b.

​It refrains from adopting ideas suggested by customers and competitors.

c.

​It involves targeting existing products at new markets.

d.

​It must be compatible with the objectives of the marketing department, the business unit, and the corporation.



Answer: d.

​It must be compatible with the objectives of the marketing department, the business unit, and the corporation.

In the context of adopters who participate in the diffusion process, which of the following statements is true of the late majority?

In the context of adopters who participate in the diffusion process, which of the following statements is true of the late majority?


a.

​They are characterized as being venturesome.

b.

​They are more worldly and more active outside their community than noninnovators.

c.

​Their opinions heavily influence their friends and neighbors.

d.

​Their adoption of a new product stems from pressure to conform to group norms.



Answer: d.

​Their adoption of a new product stems from pressure to conform to group norms.

Which of the following statements is true of opinion leaders?

Which of the following statements is true of opinion leaders?


a.

​They have the longest adoption time and the lowest socioeconomic status.

b.

​They most likely belong to the late majority category of adopters.

c.

​They are distinguished by demographics.

d.

​They speed up the diffusion process through word-of-mouth communication.



Answer: d.

​They speed up the diffusion process through word-of-mouth communication.

The early majority is an important link in the process of diffusing new ideas because:

The early majority is an important link in the process of diffusing new ideas because:



a.

​they are eager to try new ideas and products.

b.

​they are characterized as being venturesome.

c.

​they act as influencers and begin the viral marketing chain.

d.

​they are positioned between earlier and later adopters.



Answer: d.

​they are positioned between earlier and later adopters.

In which of the following ways does the product life cycle concept help marketing managers?

In which of the following ways does the product life cycle concept help marketing managers?


a.

​It can be used to analyze a brand, a product form, or a product category.

b.

​It informs marketers about the duration of a product in the various stages of its life cycle.

c.

​It dictates the marketing strategy to be used for a product.

d.

​It tells managers the length of a product's life cycle.



Answer: a.

​It can be used to analyze a brand, a product form, or a product category.

In the context of adopters who participate in the diffusion process, which of the following statements is true of laggards?

In the context of adopters who participate in the diffusion process, which of the following statements is true of laggards?


a.

​They are more likely to get their information from scientific sources and experts.

b.

​They act as influencers and begin the viral marketing chain.

c.

​They have the longest adoption time and the lowest socioeconomic status.

d.

​They act as an important link in the process of diffusing ideas.



Answer: c.

​They have the longest adoption time and the lowest socioeconomic status.

Which of the following statements is true of an unsought product?​

Which of the following statements is true of an unsought product?​


a.

​New products are categorized as unsought products until advertising and distribution increase consumer awareness of them.

b.

​Marketers of unsought products often use selective, status-conscious advertising to maintain the product's exclusive image.

c.

​Consumers buy unsought products regularly, usually without much planning, and at inexpensive prices.

d.

​Consumers usually buy an unsought product only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.



Answer: a.

​New products are categorized as unsought products until advertising and distribution increase consumer awareness of them.

Product line depth refers to the number of:

Product line depth refers to the number of:



a.

​market segments a firm is willing to target or serve.

b.

​product lines an organization offers.

c.

​product items in a product line.

d.

​competitors present in the market for a particular product line.



Answer: c.

​product items in a product line.

The most obvious function of packaging is to:

The most obvious function of packaging is to:


a.

​contain products that are liquid, granular, or otherwise divisible.

b.

​secure the right of a company to use a brand or part of a brand.

c.

​even out seasonal sales patterns.

d.

​protect a brand name from being declared a generic product name.



Answer: a.

​contain products that are liquid, granular, or otherwise divisible.

Reducing a product's quality:

Reducing a product's quality:



a.

​helps firms cater to the upper classes effectively.

b.

​results in increased brand loyalty or new opportunities for market segmentation.

c.

​lets a firm's manufacturer lower the price.

d.

​provides new opportunities for market segmentation.



Answer: c.

​lets a firm's manufacturer lower the price.

Identify a true statement about a product.

Identify a true statement about a product.



a.

​An excellent distribution channel can compensate for an inferior product.

b.

​It is usually the starting point in creating a marketing mix for a market segment.

c.

​A consumer product and an industrial product is differentiated based on the price.

d.

​It is the marketing mix that can be decided after choosing a promotion strategy.



Answer: b.

​It is usually the starting point in creating a marketing mix for a market segment.

Which of the following statements is true of an implied warranty?

Which of the following statements is true of an implied warranty?



a.

​It prohibits other firms from using a brand or part of a brand without permission.

b.

​It comes with the sale of every product under the Uniform Commercial Code.

c.

​It ranges from simple statements to extensive documents written in technical language.

d.

​It gives the impression of environmental friendliness to a product.



Answer: b.

​It comes with the sale of every product under the Uniform Commercial Code.

Identify a true statement about global branding strategies.

Identify a true statement about global branding strategies.



a.

​A one-brand-name strategy reduces the ease of coordinating promotion from market to market.

b.

​A one-brand-name strategy is useful when a company markets mainly one product.

c.

​Using different brand names in different markets leads to greater identification of the product from market to market.

d.

​Using different brand names in different markets means that a company does not follow localization.



Answer: b.

​A one-brand-name strategy is useful when a company markets mainly one product.

Which of the following statements is true of an organization's product mix?

Which of the following statements is true of an organization's product mix?



a.

​A wide product mix means that that the product line is deep.

b.

​A wide product mix decreases sales and profit-making potential.

c.

​Firms widen their product mix to capitalize on established reputations.

d.

​All product items in a product mix follow a standard marketing strategy.



Answer: c.

​Firms widen their product mix to capitalize on established reputations.

Identify a true statement about specialty products.

Identify a true statement about specialty products.



a.

​They are relatively inexpensive and merit little shopping effort.

b.

​They are distributed to only a few outlets in a geographic area.

c.

​They are easily substituted with other products.

d.

​They are made directly available to a consumer through direct mail.



Answer: b.

​They are distributed to only a few outlets in a geographic area.

Which of the following statements is true of a specialty product?

Which of the following statements is true of a specialty product?



a.

​It is marketed using selective, status-conscious advertising to maintain its exclusive image.

b.

​It is widely distributed in a geographic area in order to sell sufficient quantities.

c.

​It is unknown to a potential buyer or a known product that the buyer does not actively seek.

d.

​It is easily substituted with products that have the same features.



Answer: a.

​It is marketed using selective, status-conscious advertising to maintain its exclusive image.

Which of the following statements is true of product lines?

Which of the following statements is true of product lines?


a.

​They require greater transportation and warehousing costs than product items.

b.

​They limit the product choices offered to customers to one or two product items.

c.

​They provide economies of scale in advertising.

d.

​They increase a firm's manufacturing and inventory costs.



Answer: c.

​They provide economies of scale in advertising.

Which of the following statements is true of an express warranty?

Which of the following statements is true of an express warranty?


a.

​It gives the impression of environmental friendliness to a product.

b.

It ranges from simple statements to extensive documents written in technical language.​

c.

​It is an unwritten guarantee that a good or service is fit for the purpose for which it is sold.

d.

​It prohibits other firms from using a brand or part of a brand without permission.


Answer: b.

It ranges from simple statements to extensive documents written in technical language.​

What does the NLRB (National Labor Relations Board) do? What is the National Labor Relations Act?

Who is the National Labor Relations Board?

Independent federal agency


What does the NLRB (National Labor Relations Board) do?


  • vested with the power to safeguard employee's rights to organize and determine whether to have unions as their bargaining rep
  • Also acts to prevent and remedy unfair labor practices committed by private sector employers and unions
  • set forth social media policy guidelines in 2012


What is the National Labor Relations Act?


  1. section 7 rights of employees
  2. guarantees basic rights of private sector employees to organize into trade unions, engage in collective bargaining for better terms and conditions at work, and take collective action including strike if necessary.
  3. The act also created the National Labor Relations Board
  4. Articles on social media that were assigned

What are the keys to effective social media policies?

What are the keys to effective social media policies?



-clear, understandable, mandatory employee training

-right level on control: doesn't sound or appear overly controlling beyond employer's legitimate interest

-appropriate disclaimers (employee, not corporate)

What are the potential risks of employees and social media?

What are the potential risks of employees and social media?



-defamation

-disclosure of confidential and propriety info

-security info

-employee morale

-harassment

-bullying and hazing

-pornography and obscenity

-violence/terroristic and harmful threats

-unauthorized statements

-safety issues (texting and driving)

-violations of other policies

What do the federal Bureau of Alcohol, Tobacco and Firearms (BATF) regulations require commercial speech regarding promotion of alcoholic beverages to contain?

What do the federal Bureau of Alcohol, Tobacco and Firearms (BATF) regulations require commercial speech regarding promotion of alcoholic beverages to contain?



-required government warnings about the effects of consumption

-the company that has produced the product and paid for the speech

-whether the beverage is considered to be a malt beverage, wine, or distilled spirit

Regulation of Commercial speech by other federal laws and agencies:

Regulation of Commercial speech by other federal laws and agencies:



Trademark Infringement- Two different types:

1. Manufactures make "knockoff" items that illegally display trademarks

2. Customers can confuse two trademarks to be the same, and therefore mixing up the products.


Trademark Dilution

-Given to the owner of the trademark.

-Gives the owner the power to withhold the trademark from others


Trademark Counterfeiting Act of 1984

-Makes it a federal offense to violate the Lanham Act.

-Up to 5 years imprisonment or $250,000 fine


Antitrust Violation

-Group of laws that regulate the conduct of business corporations to promote fair competition.


What are potential remedies that plaintiffs can seek under the Lanham Act?

What are potential remedies that plaintiffs can seek under the Lanham Act?



-a friendly (but firm) letter from the trademark owner's attorney pointing out the infringement and requesting that it cease immediately


-can turn to ligation in court


-the traditional remedy for trademark infringement is injunctive relief (run corrective ads or destroy all goods with logo on it)


-monetary relief

Generally, how are SEC regulations enforced?

Generally, how are SEC regulations enforced?



Answer: congress gave them power to seek civil and criminal remedies for violations of the securities law and regulations.


How does the SEC regulate false or deceptive commercial speech?

How does the SEC regulate false or deceptive commercial speech?



Answer: It looks with disfavor on statements that could mislead potential consumers or investors in the ultimate decision to purchase


untruthful info about:

-changes in senior management of a corp.

-potential mergers or takeovers

-revenues or profits

-significant new markets

-plans for new securities offerings

(can be in press releases, speeches, media interviews)

When is commercial speech about prescription drugs judged false and deceptive?

When is commercial speech about prescription drugs judged false and deceptive?



1. fails to indicate possible side effects

2. exaggerates the effectiveness of a drug compared to its drawbacks

3. neglects to specify the negative effects of long-term usage

4. contains a representation that a drug is better, more effective, or useful in a broader range of condition, then can be justified by at least 2 clinical trials

5. claims that a drug is safer than a competitor's product without appropriate scientific evidence

Generally what are the FDA requirements for a "True Summary" of side effects and effectiveness?

Generally what are the FDA requirements for a "True Summary" of side effects and effectiveness?



Answer: Must reflect the wording accepted by the FDA for the drug's package labeling, including a description of all the specific side effects and "contraindications" that could result from taking the drug as well as any warnings for its use

What is the FDA's jurisdiction over commercial speech?

What is the FDA's jurisdiction over commercial speech?



is limited to regulating information about the contents and safety of drugs available only by prescription when advertised or promoted through the mass media or direct marketing to consumers


Regulate labels and any written, printed or graphic:

1. upon any article (drug) or any of its containers

2. accompanying such article

Who is the Food and Drug Administration?

Who is the Food and Drug Administration?



The four-part mission of the Food and Drug Administration:


1. Approving new drugs, medical devices and certain food additives for safety and in some cases effectiveness.

2. Setting standards for food and the labeling of food and then ensuring via testing that such foods meet these standards.

3. Inspecting sites where drugs, cosmetics, medical devices and foods are produced to ensure these products meet the FDA's public safety standards.

4. Issuing public warnings or taking legal action when unsafe products threaten the public welfare.

In the eyes of the FTC, who is liable for what?

In the eyes of the FTC, who is liable for what?



FTC regulation apply to:

-ad and PR agencies

-original manufacturers or providers


Ad or PR agencies can be held:

-vicariously liable as defendants in product liability suit

-false, misleading, or deceptive commercial speech

How does the FTC use corrective orders?

How does the FTC use corrective orders?



Answer: (cease and desist order) should be used as a last resort.


they order the offending commercial speaker to stop

Generally, how does the FTC regulate retail sales?

Generally, how does the FTC regulate retail sales?



Answer: they involve claims about the conditions of the sales situation, including special sales, low prices or unusual merchandising practices


also includes credit

What are FTC regulations about testimonials and endorsements?

What are FTC regulations about testimonials and endorsements?



-separate FTC policy statements apply to celebrities and other non-employee spokespeople

-endorsement statements require prior substantiation

-"experts" must have tried before endorsing

How does the FTC make sharp distinctions between games of chance?

How does the FTC make sharp distinctions between games of chance?




(lotteries, contests, games of chance, drawings, and sweepstakes)

-lotteries, are banned by law in most states

-a contest is treated as an illegal lottery if contestants must pay money


The FTC is concerned that it is a risk of deception for potential consumers, so they provide specific guidelines for disclosure of information

What are the FTC's requirements for prior substantiation?

What are the FTC's requirements for prior substantiation?



-provide evidence that all of the material claim have been substantiated in advance

(truthful)

-substantiated (provide evidence to support or prove the truth of) PRIOR to publication

What is included in the FTC's jurisdiction?

What is included in the FTC's jurisdiction?



Answer: FTC jurisdiction extends to all forms of communication used for publicity and marketing purposes

How does the FTC provide guidance?

How does the FTC provide guidance?



Answer: Sweeping powers to obtain data, info from parties under investigation.

How is the FTC structured?

How is the FTC structured?



The president, with the advice and consent of the Senate, appoints 5 commission members and no more than 3 members may be from the same political party.


Each commissioner is appointed to a 7 year term and may be reappointed to additional.


FTC staff members determine whether further procedures seem merited.

What is the FTC's jurisdiction in relation to commercial speech?

What is the FTC's jurisdiction in relation to commercial speech?



Answer: The addition of the words "unfair or deceptive acts or practices in commerce" in the amended law gave the FTC authority for the first time to protect consumers by taking action

Most companies today want their salespeople to​ _______, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company.

Most companies today want their salespeople to​ _______, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company.


A.

use a​ transaction-oriented sales approach

B.

close sales

C.

capture​ short-term business

D.

cut prices to make the sale

E.

practice value selling



Answer: E.

practice value selling

GE Healthcare employs different sales forces for diagnostic​ imaging, life​ sciences, and integrated IT products and services. GE Healthcare has adopted​ a(n) ______ sales force structure.

GE Healthcare employs different sales forces for diagnostic​ imaging, life​ sciences, and integrated IT products and services. GE Healthcare has adopted​ a(n) ______ sales force structure.


A.

territorial

B.

complex

C.

customer

D.

product

E.

market



Answer: D.

product

The​ seven-step selling process takes​ a(n) __________ approach to selling. In other​ words, its aim is to help salespeople close a specific sale with a customer.

The​ seven-step selling process takes​ a(n) __________ approach to selling. In other​ words, its aim is to help salespeople close a specific sale with a customer.


A.

​transaction-oriented

B.

​profit-oriented

C.

​relationship-oriented

D.

​customer-oriented

E.

​value-oriented



Answer: A.

​transaction-oriented

​Justin, Inc., a​ U.S.-based watch​ manufacturer, sells its products in​ China, Russia,​ France, and India. To manage​ sales, Justin appoints a number of sales representatives to each location. Justin has adopted a​ ________ sales force structure.

​Justin, Inc., a​ U.S.-based watch​ manufacturer, sells its products in​ China, Russia,​ France, and India. To manage​ sales, Justin appoints a number of sales representatives to each location. Justin has adopted a​ ________ sales force structure.


A.

customer

B.

market

C.

product

D.

territorial

E.

complex



Answer: D.

territorial

Which of the following statements is true regarding​ salespeople?

Which of the following statements is true regarding​ salespeople?


A.

Salespeople must be fast talkers.

B.

Most salespeople lack common sense and social skills.

C.

The best salespeople are the ones who work closely with customers for mutual gain.

D.

Salespeople do not play a role in solving customer problems.

E.

Salespeople are not well educated.



Answer: C.

The best salespeople are the ones who work closely with customers for mutual gain

To set its sales force​ size, a company can first group accounts into different classes according to​ size, account​ status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the​ ______ approach.

To set its sales force​ size, a company can first group accounts into different classes according to​ size, account​ status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the​ ______ approach.


A.

workforce

B.

field

C.

inside

D.

complex

E.

workload



Answer: E.

workload

Which of the following are common trade promotion​ tools?

Which of the following are common trade promotion​ tools?


A.

​Rebates, discounts, free​ goods, and allowances

B.

​Discounts, free​ goods, allowances and price packs

C.

​Discounts, free​ goods, allowances and free advertising specialty items

D.

​Rebates, samples, coupons and price packs

E.

​Discounts, free​ goods, coupons and rebates



Answer: C.

​Discounts, free​ goods, allowances and free advertising specialty items

Which of the following statements about sales promotions is​ correct?

Which of the following statements about sales promotions is​ correct?


A.

Sales promotions are only offered to consumers.

B.

The growing use of sales promotion has resulted in promotion clutter.

C.

Companies that use sales promotions usually do not use any other promotional mix tools.

D.

The use of sales promotions has declined in recent years.

E.

Sales promotions offer​ long-term incentives to buy a product.



Answer: B.

The growing use of sales promotion has resulted in promotion clutter.

Which of the following statements about coordinating marketing and sales is​ correct?

Which of the following statements about coordinating marketing and sales is​ correct?


A.

Coordination between marketing and sales is not necessary because companies today see them as the same function.

B.

Marketing and sales do not require coordination.

C.

The sales force only needs to coordinate its efforts with marketing planners.

D.

Coordinating marketing and sales can be improved by increasing communication between the two groups.

E.

Coordinating marketing and sales has little effect on customer relations.



Answer: D.

Coordinating marketing and sales can be improved by increasing communication between the two groups.

What is the fastest growing sales trend​ today?

What is the fastest growing sales trend​ today?


A.

Eliminating expense reports

B.

Outside sales

C.

Telemarketing

D.

Team selling

E.

Social selling



Answer: E.

Social selling

What are the four elements of a compensation plan for​ salespeople?

What are the four elements of a compensation plan for​ salespeople?


A.

A fixed​ amount, a variable​ amount, expenses and salary

B.

A fixed​ amount, a variable​ amount, stock​ ownership, and fringe benefits

C.

A fixed​ amount, a variable​ amount, salary and commission

D.

A fixed​ amount, a variable​ amount, expenses, and fringe benefits

E.

A fixed​ amount, a variable​ amount, expenses, and commission



Answer: D.

A fixed​ amount, a variable​ amount, expenses, and fringe benefits

Which of the following occurs during the presentation step in the personal selling​ process?

Which of the following occurs during the presentation step in the personal selling​ process?




A.

The salesperson meets the buyer for the first time.

B.

The salesperson attempts to​ "razzle dazzle" the buyer.

C.

The salesperson closes the deal.

D.

The salesperson handles objections.

E.

The salesperson tells the buyer a value story.



Answer: E.

The salesperson tells the buyer a value story.

Which of the following are objectives of trade​ promotions?

Which of the following are objectives of trade​ promotions?


A.

Getting retailers to carry new items and more​ inventory, buy​ ahead, or promote the​ company's products and give them more shelf space

B.

Boosting consumer brand involvement and​ short-term buying

C.

Urging​ short-term customer buying and gaining customer loyalty

D.

Generating business​ leads, stimulating​ purchases, rewarding​ customers, and motivating salespeople

E.

Getting more sales force support for current or new products and getting salespeople to sign up new accounts



Answer: A.

Getting retailers to carry new items and more​ inventory, buy​ ahead, or promote the​ company's products and give them more shelf space

What is the first decision made in sales force​ management?

What is the first decision made in sales force​ management?




A.

Evaluating salespeople.

B.

Recruiting and selecting salespeople.

C.

Training salespeople.

D.

Designing sales force strategy and structure.

E.

Compensating salespeople.



Answer: D.

Designing sales force strategy and structure.

Consumers may receive an​ e-mail, supposedly from their bank or credit card​ company, saying that their​ account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called​ ______.

Consumers may receive an​ e-mail, supposedly from their bank or credit card​ company, saying that their​ account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called​ ______.


A.

phishing

B.

telemarketing

C.

infomercials

D.

spamming

E.

mobile marketing



Answer: A.

phishing

Which of the following is true regarding the forms of direct and digital​ marketing?

Which of the following is true regarding the forms of direct and digital​ marketing?



A.

Online marketing is the only form of direct and digital marketing.

B.

Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.

C.

Marketers today only use direct and digital marketing.

D.

Traditional direct marketing tools are still used but are no longer important.

E.

Direct and digital marketing does not include mobile marketing.



Answer: B.

Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.

Which of the following statements about blogs is​ correct?

Which of the following statements about blogs is​ correct?



A.

Companies cannot gain insights from their blogs.

B.

They are expensive to start and maintain.

C.

For​ consumers, they are impersonal.

D.

Blogs are a​ company-controlled medium.

E.

Blogs can be difficult for the company to control.



Answer: E.

Blogs can be difficult for the company to control.

Which of the following statements is true regarding sellers and their use of direct and digital​ marketing?

Which of the following statements is true regarding sellers and their use of direct and digital​ marketing?


A.

For​ sellers, direct and digital marketing is inflexible.

B.

For​ sellers, direct and digital marketing is very inefficient.

C.

Sellers using direct and digital marketing cannot solicit questions and feedback from customers.

D.

For​ sellers, using direct and digital marketing is expensive.

E.

Sellers have opportunities to engage in​ real-time marketing.



Answer: E.

Sellers have opportunities to engage in​ real-time marketing.

Which of the following statements about mobile marketing is​ correct?

Which of the following statements about mobile marketing is​ correct?



A.

Mobile marketing is not used by companies to stimulate immediate buying.

B.

Most smartphone owners do not use mobile apps.

C.

Like other types of​ advertising, mobile ads are not very engaging.

D.

Smartphones can be very useful in shopping situations.

E.

Mobile advertising spending in the U.S. is declining.



Answer: D.

Smartphones can be very useful in shopping situations.

The digital version of​ word-of-mouth marketing that involves creating​ videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called​ _______.

The digital version of​ word-of-mouth marketing that involves creating​ videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called​ _______.


A.

search engine marketing

B.

​e-mail marketing

C.

viral marketing

D.

online marketing

E.

​omni-channel marketing



Answer: C.

viral marketing

​H&M recently ran ads that let viewers with certain Samsung smart TVs use their remotes to interact directly with the commercials. This recent form of direct response television marketing is called​ ________.

​H&M recently ran ads that let viewers with certain Samsung smart TVs use their remotes to interact directly with the commercials. This recent form of direct response television marketing is called​ ________.



A.

phishing

B.

iTV

C.

TV

D.

TVsquared2

E.

an infomercial



Answer: B.

iTV

Forms of digital and social media marketing include​ ______.

Forms of digital and social media marketing include​ ______.


A.

online​ marketing, social media​ marketing, and mobile marketing

B.

​direct-response TV​ marketing, telemarketing and​ direct-mail marketing

C.

​telemarketing, face-to-face​ selling, and kiosk marketing

D.

​telemarketing, direct-mail​ marketing, and catalog marketing

E.

kiosk​ marketing, telemarketing and​ direct-response TV marketing



Answer: A.

online​ marketing, social media​ marketing, and mobile marketing

A blog is​ a(n) ______.

A blog is​ a(n) ______.


A.

​text- and​ image-based ad and link that appears atop or alongside search engine results

B.

mobile app

C.

type of targeted​ e-mail

D.

online forum

E.

type of online advertising



Answer: D.

online forum

To avoid being intrusive and​ annoying, most legitimate​ e-mail marketers practice​ ______, which means sending​ e-mail pitches only to customers who​ "opt in."

To avoid being intrusive and​ annoying, most legitimate​ e-mail marketers practice​ ______, which means sending​ e-mail pitches only to customers who​ "opt in."




A.

unsolicited​ e-mail marketing

B.

spamming

C.

phishing

D.

viral marketing

E.

​permission-based e-mail marketing



Answer: E.

​permission-based e-mail marketing

How does Google earn approximately​ 90% of its​ revenues?

How does Google earn approximately​ 90% of its​ revenues?



A.

Selling information to technology businesses

B.

Selling contextual advertising

C.

Selling subscriptions to the site.

D.

Selling search results

E.

Through​ fund-raising



Answer: B.

Selling contextual advertising

Many companies get involved in several international markets and ventures. They can be​ __________, with country managers who are responsible for​ salespeople, sales​ branches, distributors, and licensees in their respective countries.

Many companies get involved in several international markets and ventures. They can be​ __________, with country managers who are responsible for​ salespeople, sales​ branches, distributors, and licensees in their respective countries.


A.

export departments

B.

geographical organizations

C.

international subsidiaries

D.

world product groups

E.

international divisions



Answer: B.

geographical organizations

Venezuela produces oil in​ surplus, whereas Guyana produces rice in surplus and El Salvador produces coffee in surplus. These nations have little hard currency to pay for purchases from other countries and frequently exchange involves​ a(n) ________.

Venezuela produces oil in​ surplus, whereas Guyana produces rice in surplus and El Salvador produces coffee in surplus. These nations have little hard currency to pay for purchases from other countries and frequently exchange involves​ a(n) ________.


A.

excise

B.

fine

C.

barter

D.

tariff

E.

quota



Answer: C.

barter

________ offer(s) few market opportunities.

________ offer(s) few market opportunities.


A.

Management contracting

B.

Contract manufacturing

C.

Subsistence economies

D.

Joint ownership

E.

Licensing



Answer: C.

Subsistence economies

In the​ whole-channel view of​ distribution, the second​ link, _________, moves products from their market entry points to the final consumers.

In the​ whole-channel view of​ distribution, the second​ link, _________, moves products from their market entry points to the final consumers.



A.

final user or buyer

B.

communication adaptation

C.

channels within nations

D.

global value delivery network

E.

channels between nations



Answer: C.

channels within nations

In the​ whole-channel view of​ distribution, the first​ link, ________, moves company products from points of production to the borders of countries within which they are sold.

In the​ whole-channel view of​ distribution, the first​ link, ________, moves company products from points of production to the borders of countries within which they are sold.



A.

channels between nations

B.

promotion

C.

price

D.

channels within nations

E.

communication adaptation



Answer: A.

channels between nations

​_________ is a demographic characteristic.

​_________ is a demographic characteristic.


A.

Climate

B.

Transportation structure and market accessibility

C.

Education

D.

Population density​ (urban and​ rural)

E.

Country size



Answer: C.

Education

Twenty-Four7, a cosmetic firm located in the United​ States, markets its products in Asian and European countries through independent distributors. In this​ case, Twenty-Four7 has entered international markets through​ ________.

Twenty-Four7, a cosmetic firm located in the United​ States, markets its products in Asian and European countries through independent distributors. In this​ case, Twenty-Four7 has entered international markets through​ ________.




A.

indirect exporting

B.

direct investment

C.

joint venturing

D.

joint ownerships

E.

franchising



Answer: A.

indirect exporting

University Boutiques promotes its brand in new international markets by providing rights to local boutiques to use its patented designs and brand name. In this​ case, University​ Boutiques' market-entering strategy is referred to as​ ________.

University Boutiques promotes its brand in new international markets by providing rights to local boutiques to use its patented designs and brand name. In this​ case, University​ Boutiques' market-entering strategy is referred to as​ ________.



A.

joint ownership

B.

licensing

C.

contract manufacturing

D.

management contracting

E.

exporting



Answer: B.

licensing