Marketing

Front 1

In the competition between ____ and ____nds, retailers have the advantage of controlling what products will be stocked, where products will be stocked, what prices will be charged and which products will be featured in print promotions.

Back 1

national and private

Front 2

Developing an effective message strategy begins with identifying ____ that can be used as advertising appeals.

Back 2

customer benefits

Front 3

Members of a company's ____ conduct business from their office through the telephone, the internet, or visiting from customers.

Back 3

Inside sales force

Front 4

Producers benefit from using intermediaries because they ____.

Back 4

Offer greater effciency in making goods availible to target markets

Front 5

____ are designed to engage consumers in interactions that will move closer to a direct purchase or other marketing outcome.

Back 5

Marketing web sites

Front 6

which of the following statements is true according to your texts?

Back 6

Salespeople often need special encouragement to do their best.

Front 7

when consumers can drive transactions with businesses, what type of online marketing is being used?

Back 7

consumer-to-business

Front 8

BMW was the first company to create branded entertainment in the form of a series of short films. In each film the star was ____.

Back 8

a BMW car

Front 9

When Circuit Town Electronics sets its television at three price levels of $699, $899, and $1,099, it is using ____.

Back 9

Product line pricing

Front 10

After a company has determined its sales force structure, it is ready to determine what ____ it needs.

Back 10

Sales force size

Front 11

What are the two goals of direct marketing?

Back 11

To obtain an immediate response and to facilitate a purchase

Front 12

What sales force at Messimer Computing recently began telemarketing and web selling most likely benefit Messimer Computing?

Back 12

Messimer sales reps will be able to service hard-to-reach customers more effectively.

Front 13

_____ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser wants to stress.

Back 13

Message strategy statements

Front 14

which of the following is the most likely disadvantage of adding new channels in a multi-channel distribution system?

Back 14

Decreasing control over the system

Front 15

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ____.

Back 15

Media planning

Front 16

Companies that use a customer sales force structure organize their sales people by ____.

Back 16

Industry

Front 17

Companies need to think of themselves as portfolios of ___ and not portfolios of ____.

Back 17

People, products

Front 18

When a company determines the number o channel members to use at each level, three strategies are available; intensive, exclusive, and _____ distribution.

Back 18

selective

Front 19

Mach 3 razor blades must be used in the Mach 3 razor. Which type of pricing is most likely used?

Back 19

captive-product pricing

Front 20

which of the following is the least likekly reason for a company to initiate a price cut?

Back 20

To obtain prestige

Front 21

For many years, ____ have dominated the media mix used by national advertisers.

Back 21

Television and magazines

Front 22

Which of the following problems associated with the poor selection of salespeople is least likely to become a real crisis

Back 22

Less office support

Front 23

Direct Marketing is continuing to become more ____ oriented.

Back 23

Web

Front 24

Which of the following is the term for the individuals in a company who travel to call on customers in the field?

Back 24

Outside sales force

Front 25

Even though hard economic times have forced national brand marketers to rethink their pitch to be more value focused, in the long run these national brand marketers should not abandon ______.

Back 25

the core proposition of their brand.

Front 26

Which of the following is least likely to be one of the benefits for the buyer in direct marketing?

Back 26

Guaranteed low prices

Front 27

Big Mike's Health Food Store 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 strategy is an example of________?

Back 27

Dynamic pricing

Front 28

Chewing gum is stocked in many outlets in the same market or community; in fact, it is placed in as many outlets as possible. This is an example of ______ distribution.

Back 28

Intensive

Front 29

A long standing charge against intermediaries is that they mark up the prices beyond _____ .

Back 29

Value of their services

Front 30

When choosing a brand name, the process begins with _______.

Back 30

touch points of consumers

Front 31

_________ is the message execution style depicts one or more typical people using the production in a normal setting.

Back 31

Slice of life

Front 32

When amusement parks and movie theaters charge admission plus fees for food and other attractions, they are following a(n) ______ pricing strategy.

Back 32

Captive-product

Front 33

Which promotional mix strategy directs marketing efforts towards market channel members?

Back 33

Push

Front 34

Which promotional tool is described as less public, immediate, customized and interactive?

Back 34

Direct marketing

Front 35

Which of the following is a cost-based approach to pricing?

Back 35

Break-even pricing

Front 36

In designing its marketing channel, chairs for every occasion has moved from a make-and-sell view of its business, which focused on productive inputs and factory capacity as a starting point for marketing planning, to a sense-and-respond view, which begins instead with the needs of target customers. With this new view, Chairs for Every occasion is developing its ______.

Back 36

Order taker

Front 37

The selling process consists of several steps that the sales person must master, focusing on the goals of ____ and _____ from them.

Back 37

getting new customers; obtaining orders

Front 38

Which of the following is a manufacturer's brand sponsorship options for a product?

Back 38

Licensed brand

Front 39

All o the institutions in a channel are connected by flows, including physical flow, ownership, payment flow, information flow, and _____ flow.

Back 39

Promotion

Front 40

A salesperson's compensation plan is typically made up of several elements- a fixed amount, ____, expenses, and fringe benefits.

Back 40

a variable amount

Front 41

If Northwest Awnings charge the same price delivery of their product to any customer that is located within the Great Lakes states, the company is using _____.

Back 41

Zone pricing

Front 42

Another term for the supply chain that suggests a sense-and-respond view of the market is ______.

Back 42

Demand chain

Front 43

A company might introduce a new brand, especially if they believe _________.

Back 43

Their products are strong.

Front 44

The goal of marketing logistics should be to provide a _____ level of a customer service at the least cost.

Back 44

Targeted

Front 45

With an understanding of price elasticity, sellers should know that the less elastic the demand for their product is, the more advantageous it is for them to _______.

Back 45

Raise the prices

Front 46

Of the seven C's of effective web design, _____ refers to the ways that the site enables user-to-user communication.

Back 46

community

Front 47

When McDonald's offers its products inside of a Wal-Mart store, it is acting as part of a _____.

Back 47

Horizontal marketing system

Front 48

If demand hardly changes with a small change in price, we say the demand is _______.

Back 48

inelastic

Front 49

Recently General Motors was on the brink of bankruptcy. One of the solutions was to deal with their problem of multi branding. What did GM do to reduce costs and increase profitability?

Back 49

They cut many modest or failing brands to focus on their strongest brands

Front 50

Ads that are built around dream themes use which type of execution style?

Back 50

Fantasy

Front 51

_________ the manufacturer or service provider is the set firm that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service.

Back 51

Upstream from

Front 52

How does a company's effective use of a customer database benefit consumers?

Back 52

Companies match customer needs and interests with products and services.

Front 53

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

Back 53

Persuasive advertising

Front 54

How has the National Do Not Call Registry changed the telemarketing industry?

Back 54

Telemarketers are more effectively managing relationships with existing customers.

Front 55

For most companies, the first step in conducting online marketing is to ______.

Back 55

Create a website

Front 56

Deceptive marketing practices falls into three groups: deceptive ___, deceptive ____, and deceptive _____.

Back 56

Pricing, promotion, packaging

Front 57

A distinguishing feature of a contractual VMS is that the coordination and conflict management among the independent members of the channel are attained through ______.

Back 57

Contractual agreements

Front 58

To increase a channel's service level, the channel must provide a greater assortment of products, more add-on services, and _____.

Back 58

Faster delivery

Front 59

At Garden and Deck Decor, a manufacturer of outdoor furniture and accessories, the marketing and sales force objectives are to grow relationships with existing customers while at the same time acquiring new business. Which of the following sales force compensation plans is most likely to encourage the sales force to pursue both of these objectives?

Back 59

Salary plus commission plus bonus for new accounts

Front 60

Measuring ______ can be difficult. A company might conduct surveys or experiments to test this in a different products they offer.

Back 60

Perceived value

Front 61

_____ is the amount of money charged for a product or service

Back 61

Price

Front 62

Planned obsolescence might involve which of the following?

Back 62

The holding back of attractive functional features, then introducing them later to make older models obsolete

Front 63

Large marketing companies can use patents and heavy promotion spending to _____.

Back 63

Set up barriers for others wanting to enter the industry.

Front 64

Sales application are most likely to be tested for _____.

Back 64

Personality traits, analytical skills

Front 65

Adams Cutlery has always relied upon advertising to market its products to final customers. However, now the marketing team at Adams Cutlery is considering beginning a direct marketing campaign consisting of a company Web site, e-mail to current customers, and an online catalog. Which of the following would the marketing team expect to gain as a result of implementing this direct marketing plan?

Back 65

The ability to learn more about their customers and tailor offerings to fit their needs.

Front 66

Management uses the workload approach to ____.

Back 66

Set the size of the sales force

Front 67

Which of the following is one of the main four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength?

Back 67

Brand Differentiation

Front 68

_____ uses buyers' perception of what a product is worth, not the seller's cost, as the key to pricing.

Back 68

Value based pricing

Front 69

Branding helps consumers in many ways. Which of the following is definitely one way?

Back 69

Brand names help customers identify products that might benefit them.

Front 70

A distribution channel is more than a collection of firms connected by various flows; it is a(n) _____ in which people and companies interact to accomplish individual, company, and channel goals.

Back 70

Complex behavioural system

Front 71

Your inside sales force is responsible for prospecting and qualifying customers. Which the of the following will likely occur?

Back 71

A salesperson ma have to approach many qualified customers just to make one sale.

Front 72

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ______.

Back 72

The same message, look and feel

Front 73

______ involves charging a constant low prices with a few or no temporary price discounts.

Back 73

Everyday low prices (EDLP)

Front 74

___ is the basis of all discount operations and is typically used by sellers of convenience goods. Retailers offering this level of service require customers to perform their own 'locate-compare-select" process in order to save money.

Back 74

Self-service

Front 75

Which of the following are some of the major steps in selecting advertising media?

Back 75

deciding on reach, frequency, and impact, choosing among major media types.

Front 76

Which of the following should be the first step in designing a marketing channel?

Back 76

Identifying what consumers want from the channel

Front 77

Under _____, the market consists of many buyers and sellers who trade over a range of prices rather than a single market price.

Back 77

Monopolistic coompetition

Front 78

The ____ is the sum total of all the attributes of a brand, and the emotions it inspires in the minds of consumers.

Back 78

Brand personality

Front 79

Channel members add value by bringing the major gaps of _____ that separate good and services from those who would use them

Back 79

Time, place, and possession

Front 80

Which of the following is an advantage of a well-designed and targeted telemarketing plan?

Back 80

purchasing convenience

Front 81

Distribution channel decisions often involve ______ with other firms, particularly those involve contracts or relationships with channel partners.

Back 81

Long-term commitments

Front 82

Due to worsening economic times customers are becoming more cost conscious and increasingly are abandoning _____ in favour of ______.

Back 82

National bands, private brands.

Front 83

An advantage of a vertical marketing system (VMS) over a conventional distribution channel is that it acts as a _____ system.

Back 83

unified

Front 84

The most logical budget-setting method is the _____ method because it is based on spending necessary to accomplish specific promotion goals.

Back 84

Objective-and-task

Front 85

Which of the following best explains why many companies are adopting the team selling approach to service large, complex accounts?

Back 85

Products have become too complex, and customers too big for one salesperson to support.

Front 86

Tara Keegan owns Live Well, a small chain of health stores offering a variety of natural health products and related services. In order to implement integrated marketing communications, Tara has hired a marketing communications director, whose job it will be to ensure that each ______ will deliver a consistent and positive message about the company

Back 86

Brand contract

Front 87

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

Back 87

The promotion mix

Front 88

In ______, price is considered along with the other marketing mix variables before the marketing program set.

Back 88

Value-based pricing

Front 89

When Pepsi came out with Pepsi Blue and priced it at half price to attract buyers, Pepsi is using _______.

Back 89

Market-penetration pricing

Front 90

Which type of product might require a more direct marketing channel to avoid delays and too much handling?

Back 90

Perishable products

Front 91

Price is the only element in the marketing mix that produces _____.

Back 91

Revenue

Front 92

In the competition between ____ and _____ brands, retailers have the advantage of controlling what products will be stocked, where products will be stocked, what prices will be charged and which products will featured in print promotions

Back 92

National and private

Front 93

Companies often fail to integrate their various communications to consumers because _______.

Back 93

communications often come from different parts of the company.

Front 94

The aim of sales management motivation is to encourage salespeople to ______.

Back 94

"work hard"

Front 95

Which promotional tool is most effective in building up buyer's preferences, convictions, and most importantly, actions?

Back 95

Personal selling

Front 96

______, such a Sears, provide more sales assistance because they carry more shopping goods about which customers need information. Their increased operating costs result in higher prices.

Back 96

Limited-service retailers

Front 97

The use of short term incentives to encourage the purchase or sale of a product or service is called ______.

Back 97

Sales promotion

Front 98

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ______.

Back 98

Media planning

Front 99

Xbox 360 decides to add a free subscription to XBOX magazine with every game bought in an effort to differentiate its offering from PS3 games, This is an example of _____.

Back 99

Value-added pricing

Front 100

When a competitor cuts its price, a company might decide to ____ if ti believes it will not lose much market share or would lose too much profit by cutting its own price .

Back 100

Maintain its current price and profit margins

Front 101

Information about a customer;s activities and interests are all ____ in a customer database

Back 101

psychographics

Front 102

A company should think of its intermediaries as both its ___ and ___ .

Back 102

Customers; partners

Front 103

Helping the sales force "word smart" is the goal of ______.

Back 103

Sales supervision

Front 104

Break-even pricing, or a variation called _____, is when the firm tries to determine the price at which it will break even or make the profit it is seeking.

Back 104

target return pricing

Front 105

Advertising _____ can be classified by primary purpose-whether the aim is to inform, persuade or remind.

Back 105

Objectives

Front 106

East Bay Communications has increased its inside sales force. Which of the following will least likely help its outside sales force?

Back 106

It will improve their use of sales

Front 107

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called _____.

Back 107

Advertising

Front 108

Which activity is a typical for a sales assistant?

Back 108

Call ahead and confirm appointments

Front 109

An e-mail from Amazon.ca offers free shipping on your next purchase for more than $40. This is an example of a _______.

Back 109

Sales promotion

Front 110

Consumers usually perceive higher-priced products as _____.

Back 110

having a higher quality

Front 111

A company can unite its marketing and sales function through many activities. Which is the least likely to be effective?

Back 111

Assigning a telemarketer the task of visiting a customer

Front 112

Which of the following promotion tools involve personal presentation by the firm's sales force for the purpose of making sales and building customer relationships?

Back 112

Personal selling

Front 113

What type of pricing is being used when a company temporarily prices its products below the list price or even below cost to create buying excitement and urgency?

Back 113

promotional pricing

Front 114

A great _____ absolutely requires a strong, memorable name.

Back 114

Brand

Front 115

______ are facing slow sales growth because of slower population growth, increased competition, and rapid growth of out-of-home eating.

Back 115

Supermarkets

Front 116

The fundamental asset underlying brand equality is ____-the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers.

Back 116

customer equity

Front 117

Due in a large part advances in technology, _____ is a major trend whereby products and services producers are bypassing intermediaries and are going directly to final buyers, or radically new types of channel intermediaries are emerging to displace traditional ones.

Back 117

disintermediation

Front 118

Channel conflict can ______ different levels of the same channel or ___ firms at the same level of the channel

Back 118

be between; among

Front 119

you are looking to advertise your new product, and you want good mass-marketing coverage and low cost per exposure. You should choose _____ as your advertising media.

Back 119

Television

Front 120

______ prices are the prices that buyers carry in their min and refers to when looking at any given product

Back 120

Reference

Front 121

The promotion mix is the company's primary communication activity; the marketing mix must be coordinated for the greatest communication impact. Which of the following are included in the entire marketing mix?

Back 121

promotion, price

Front 122

______ pricing involves setting prices based in the costs for producing, distributing, and selling the product plus a fair rate of return for the company's efforts and risks.

Back 122

Cost-based

Front 123

______ describes how responsive demand will be to a change in price

Back 123

Price elasticity

Front 124

Marketing logistics involves which of the following distribution flows?

Back 124

outbound, inbound, and reverse only

Front 125

Which of the following is a deception or fraud concern for the Internet users and marketers?

Back 125

eavesdropping

Front 126

Lobbying, or building and maintaining relations with legislators and government officials to influence legislation and regulation, is a function of ______.

Back 126

Public relations

Front 127

Because consumers expect stores to carry their favourite brand, owners of the brand has _____ in bargaining with resellers.

Back 127

more leverage

Front 128

Of the three typical sales force structures, which one assigns an exclusive geographical area to each salesperson to represent the company's full line of products to customers within that area?

Back 128

Territorial

Front 129

______ is the company's most expensive promotional tool?

Back 129

Personal selling

Front 130

Saving for You, a discount retail chain, is highly competitive. When entering a new market, Savings for You often cuts prices so deeply that it sells below costs, effectively pushing smaller companies with less purchasing power out of the market.Savings for You is most at risk of being accused of _______.

Back 130

Predatory pricing

Front 131

Consumer advocates call for which the following additional consumer?

Back 131

The right to be well informed about important product aspects.

Front 132

Sometimes a producer chooses only a few dealer in a territory to dispute its products or services. Generally these dealers are given a right to ______ distribution.

Back 132

Exclusive

Front 133

Brands occupy a level of social regard with respect to one another. We consider a Rolls-Royce or Bentley car differently than a Chevrolet or a Hyundia. This is an example of brand ______

Back 133

Status

Front 134

______ calls for meeting the present needs of the consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

Back 134

Sustainable Marketing

Front 135

When a firm sets out to analyze, plan, implement and control sales force activities, it is undertaking _________.

Back 135

Sales force management

Front 136

According to the text, consumer preference isn't based on the taste alone. Consumers attach _____ to brands and develop _______ that go beyond a product's physical attributes.

Back 136

meaning, relationships

Front 137

______ are the sum of the ____ and ____ for any given level of production.

Back 137

Total costs, fixed, variable costs

Front 138

_____ includes all the activities involve in selling products or services directly to final consumers for their personal, non business use.

Back 138

Retailing

Front 139

_______ occurs when two established brand names of different companies are used on the same product.

Back 139

Co-branding

Front 140

Clean and Clear, a large producer of all-natural hair care and beauty products, is most likely to use which of the promotional mix strategies to gin increased shelf space in stores and to gain increased customer sales?

Back 140

Push and pull

Front 141

Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity fundraisers sponsored by her company. This is an example of the _____ function of public relation.

Back 141

Press relation

Front 142

Swatch surveyed the market and identified an unserved segement of watch buyers. Using these results, they created a watch at a price consumers were willing to pay. The unorthodox order of this marketing mix decision is an example of ________.

Back 142

Target costing

Front 143

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 gaining a(n) ________.

Back 143

Promotional allowance

Front 144

Which of the following types of ads can users block through the use of applications developed by Web browser providers?

Back 144

Pop-ups

Front 145

While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ______.

Back 145

Brand experience

Front 146

Advertising "puffery" is a term for _______.

Back 146

innocent exaggeration for effect

Front 147

________ is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.

Back 147

Consumerism

Front 148

Which of the description of a salesperson fits best with today's relationship marketing focus and solutions approach?

Back 148

a listener, an understander, and a problem-solver salesperson

Front 149

Which of the following is the least desirable quality for a brand name?

Back 149

The name should be a long word to get attention

Front 150

______ consists of short-term incentives to encourage the purchase or sale of a product or service. This offer reasons to buy it now.

Back 150

Sales promotion

Front 151

Logos, stationary, brochures, signs, business forms, business cards, buildings, uniforms, and the company trucks are all examples of _____ that help a company create an identity the public immediately recognizes.

Back 151

corporate identity materials

Front 152

Th most common type of contractual VMS agreement in business is the _______

Back 152

Franchise organization

Front 153

After determining its advertising objectives, the company's next step in developing an advertising program is to _____.

Back 153

Set its advertising budget

Front 154

Which of the following are major categories in the promotional mix?

Back 154

advertising, sales promotion

Front 155

The prospecting steps in the selling process includes identifying and ____ the prospects.

Back 155

qualifying

Front 156

A ______ is a name, term, sign, symbol or design that identifies the maker or seller of a product or service.

Back 156

Brand

Front 157

Specialty stores carry ____ with _____ within them.

Back 157

Narrow product lines; deep assortments

Front 158

The marketing concept recognizes that organizations thrive from day to day by determining ____ of target group customers and fulfilling those more effectively and efficiently than competitors do.

Back 158

needs and wants

Front 159

The simplest pricing method is _______.

Back 159

cost plus pricing

Front 160

Green Gardens is a click-and-mortar seller of gardening and landscaping equipment. The marketing department wants to encourage shoppers at the physical stores to use the company's online catalog to order items that are not available at a given retail locations. Which of the following marketing devices is the best match for this goal?

Back 160

Kiosks

Front 161

When a company uses film makers, artists or musicians to help sell their brands it is called _______?

Back 161

Branded entertainment

Front 162

One of the advantages of direct marketing for sellers is that direct marketing __________.

Back 162

Offers access to buyers outside local markets.

Front 163

A key element in a company's relationship with consumers, a ______ represents consumers' perceptions and feelings about a product and its performance.

Back 163

Product attribute

Front 164

When a company compares the likely sales, costs, and profitability of different channel alternatives, it is using ______ criteria to evaluate its channel options.

Back 164

economic

Front 165

Under _____, the market consists of a few sellers who are highly sensitive to each other's pricing and marketing strategies.

Back 165

oligopolistic competition

Front 166

In designing its marketing channel, Chairs for Every Occasion has moved from a make-and-sell view of its business, which focused on productive inputs and factory capacity as a starting point for marketing planning, to a sense-and-response view, which begins insted with needs of target customers. With this new view, Chairs for Every Occasion is developing its _____.

Back 166

Demand chain

Front 167

Catalogs, brochures, samples and dvd's are all examples of which type of marketing?

Back 167

Direct-mail marketing

Front 168

An IBM sales representative is giving product demonstrations to a Best Buy representative. Assisting with the demonstration are a Best Buy engineer, a financial analyst, and an information systems specialist. If IBM wins the Best Buy account, then all four IBM representatives will service the Best Buy account. This is an example of _______,

Back 168

Team selling

Front 169

Marketing of which of the following types of products would likely find it most challenging to attract visitors to a brand or marketing Web site?

Back 169

Writing tools

Front 170

The texts tells a story of a couple that are designed their wedding around Black & Decker's De Walt Brand. This is an extreme example of ________

Back 170

Brand advocacy

Front 171

In response to charges of ______, marketers point out that advertising makes much of television and radio free to users and also keeps down the costs of magazines and newspapers.

Back 171

Cultural pollution

Front 172

Which of the following is an example of a media that an advertiser might use to reach larger customer segments?

Back 172

Network television

Front 173

A _____ involves the use of a successful brand name to launch new or modified products in a new category

Back 173

Brand extension

Front 174

Which of the following is a part of sales force automation system frequently used by salespeople?

Back 174

Customer-contact and relationship management software

Front 175

In marketing terms, we say that number of intermediary levels indicates the ____ of a channel.

Back 175

Length

Front 176

Companies should state their channel objectives in terms of targeted levels of _______.

Back 176

Customer service

Front 177

When suppliers, distributors, and customers partner with each other to improve the performance of the entire system, they are participation in a _________.

Back 177

Value delivery network

Front 178

Critics charge that high advertising and promotion costs unnecessarily increase retail prices. Marketers would most likely respond to this criticism by arguing that advertising adds ________.

Back 178

value providing information about product availability and merits of a brand.

Front 179

Organic Design is a small, successful chain of stores offering stylish clothes made of all organic materials for infants, toddlers, and young children. Most of Organic Designs stores are located in urban areas. Now Organic Designs is 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 group of customers. Which of the following methods of direct marketing would likely be most effective in accomplishing this goal?

Back 179

Catalog marketing

Front 180

Today, directly marketing relies heavily on database technologies and new marketing media. Early direct marketers primarily used direct mailers, telemarketing and _______.

Back 180

Catalogs

Front 181

The facts that a hotdog cost five times more at Disneyland than at Sam's Club is an example of ________.

Back 181

Captive product pricing.

Front 182

For a fee, some companies ______ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name.

Back 182

License

Front 183

Which of the following is a potential drawback of using Sales 2.0 technologies to make sales presentations and service accounts?

Back 183

Compensation

Front 184

Costs that vary directly with the level of production are referred as to ____ costs.

Back 184

Variable

Front 185

Which strategies involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories?

Back 185

Megabrand

Front 186

Under ______, the market consists of many buyers and sellers trading in a uniform commodity such as wheat, copper, or financial securities.

Back 186

Pure competition

Front 187

Which of the following is a factor in the changes occurring in today's marketing communications?

Back 187

Improvements in communication technologies are changing how companies and customers communicate with each others.

Front 188

Consumers view a brand as an important part of a product and branding can add ______.

Back 188

Value

Front 189

Apple recently ran ads featuring real people who had switched from Microsoft Windows-based PC's to Macs. When companies use people, actors, or sports celebrities as product endorsers, what kind of execution style is being used?

Back 189

Testimonial evidence

Front 190

A conventional distribution channel consists of one or more ____ producers, wholesalers, and retailers.

Back 190

independent

Front 191

What does the term viral marketing mean?

Back 191

It is the Internet version of word-of-mouth marketing.

Front 192

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

Back 192

Broadcasting; narrowcasting

Front 193

Which of the following are the three major types of vertical marketing system?

Back 193

corporate, contractual, and administrative

Front 194

Critics claim that companies in the ____ industries introduce planned streams of new products that make older models obsolete, a form of planned obsolescence that harms consumers.

Back 194

Consumer electronics and computers

Front 195

Which of the following are important decisions during the process of developing an advertising program?

Back 195

Setting advertising objectives, setting the advertising budget

Front 196

A company's channel decisions directly affect every ______.

Back 196

Marketing decisions

Front 197

A distinguishing feature on a contractual VMS is that coordination and conflict management among the independent members of the channel are attained through _____.

Back 197

Contractual agreements

Front 198

Which promotional mix strategy directs marketing efforts towards final consumers?

Back 198

Pull

Front 199

Consumers Union, the nonprofit testing and information organization, publishes ____ to assist the consumer in choosing products and to encourage business to eliminate products flaws.

Back 199

Consumer reports

Front 200

An e-mail from Amazon.ca offers free shipping on your next purchase of more than 40$. This is an example of a _____.

Back 200

Sales promotion