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Chapter 15 (14 Questions) 1. Which execution style shows one or more "typical" people using the product in a normal setting? Slice of Life 2. What is the intent of advertainment? To make ads and brand content into something that people actually want to watch 3. What is the first decision advertisers need to make when developing an advertising program? Setting advertising objectives 4. Which type of advertising is important for mature, established brands? Reminder 5. What is media impact? The qualitative value of exposure to a message 6. A company holds a news conference to announce a new product launch. Which PR tool are they using in this example? Special events. 7. Which of the following statements about setting an advertising budget is correct? New products typically need relatively large advertising budgets to build awareness and to gain consumer trial. 8. Which of the following statements about public relations is correct? The lines between advertising and public relations are becoming more and more blurred. 9. It is common to see product placements- embedding brands as props within other programing, such as TV shows or movies. Product placements are a form of _____. Branded entertainment 10. Advertising objectives can be classified based on three primary purposes. What are the three purposes? To inform, persuade, and remind Advertising appeals should have three characteristics. These characteristics are to be meaningful, to be believable, and to be distinctive The public relations function of public affairs is used to build and maintain national or local community relationships What is the first step in the media selection process? Determining reach, frequency, impact, and engagement Public Relations consists of activities designed to engage and build good relations with the company's various publics Annual reports, brochures, articles, and company newsletters all represent which type of PR tool? Written Materials

Chapter 16 (10 Questions) 1. According to the text, what is the fastest-growing sales trend today? Social selling 2. Which of the following is an objective for business promotions? Generating Business leads 3. Helping Salespeople to “work smart” by doing the right things in the right ways is the goal of ______, whereas getting them to work hard is the goal of ______. Supervision; motivation 4. One study found that the best salespersons have four traits in common: intrinsic motivation, a disciplined work style, the ability to close a sale, and the ability to build relationships with customers. Knowing this would be most useful at which stage of sales force management? Recruiting and selecting salespeople 5. Which of the following statements is true regarding salespeople? The best salespeople are the ones who work closely with customers for mutual gain 6. Some companies still treat sales and marketing as separate functions. One effect this can have is to ______ Damage customer relationships 7. After the presentation and demonstration step in the sales process, a salesperson should next be prepared to __________. Handle objections 8. Delta Faucet partnered with Warrior Dash, which sponsored several 5k mud run races around the country over the summer. At each event, Delta built a huge custom shower station, complete with 184 Deltashowerheads, where mud-soaked competitors could meet and wash off after the race. This is an example of which type of promotion? Event Marketing 9. What is the first decision made in sales force management? Designing a sales force strategy and structure 10. Once the company has set its structure, what is the next strategic decision it faces? Sizing the sales force What are the four elements of a compensation plan for salespeople? A fixed amount, a variable amount, expenses, and fringe benefits Which of the following is an objective for trade promotions? Getting retailers to carry new items and more inventory Which of the following statements about personal selling is correct? Many customers are unable to distinguish the salesperson from the company. Which of the following would NOT be a consideration for decision making in designing the full sales promotion program? How to set it apart from other promotion mix elements During a sales presentation, which of the following would best fit a relationship marketing approach? Tell a value story. Sales reports, call reports, and expense reports are all used in the process of evaluating salespeople.

Chapter 12 (8 Questions) 1. Which of the following statements is correct regarding the functions channel

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members perform? Channel members create greater efficiencies than manufacturers could achieve on their own The length of a channel is determined by __________. The number of intermediary levels Walmart has a lot of power and exerts strong influence on the suppliers they buy from. This channel power is an example of a(n) __________ vertical marketing system (VMS). Administered Due to changes in technology, a recent trend is for product or service producers to cut out intermediaries and go directly to final buyers. This is one form of _________ Disintermediation Cross-functional teamwork within the company, building logistics partnerships, and third party logistics are all important elements of __________. Integrated Logistics management Using __________, the customer shares real-time data on sales and current inventory levels with the supplier. The supplier then takes full responsibility for managing inventories and deliveries. Vendor managed inventory The company, supplies, distributors and customers who “partner” with another to improve the entire system make up the ______ Value delivery network Firms producing consumer electronics, furniture, and home appliance brands typically distribute their products __________. Selectively Companies now use _______ and supply chain management software to help recruit, train, organize, manage, motivate, and evaluate channel members. Partner relationship management When setting channel objectives, companies should state the objectives in terms of __________. Targeted levels of customer service

Which of the following statements regarding international distribution channels is correct Due to logistics costs in China, the majority of companies can only access affluent areas of major cities Which of the following statements regarding marketing logistics is correct? The goal of marketing logistics should be to provide a targeted level of customer service at the least cost. Which of the following is an example of horizontal channel conflict A Ford dealer complaining that another Ford dealer is advertising in their territory

Which of the following is a reason that producers use marketing channels and channel intermediaries? Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers. What are the four major functions of logistics? Warehousing, inventory management, transportation, and logistics informationmanagement Which of the following statements regarding marketing channel behavior and design is correct? The success of individual channel members depends on the overall channel's success After the company has defined its channel objectives, it should next identify its major channel alternatives in terms of the types of intermediaries, the number of intermediaries, and the responsibility of channel members Chapter 13 (8 Questions) 1. Recently, superstores that are actually giant specialty stores, such as Petco and Home Depot, have seen tremendous growth. These types of superstores are called __________. Category Killers 2. __________ involves focusing the entire marketing process toward turning customers into buyers as they approach the point of sale Shopper marketing 3. One recent retailing trend resulting from economic conditions is __________. Tighter consumer spending 4. Which of the following best reflects the role of retailing in the distribution channel? All the activities involved in selling products or services directly to final consumers for theirpersonal, nonbusiness use 5. In terms of location, most stores today cluster together. What is the primary reason for this? To increase their customer pulling power 6. Which of the following statements about retailer marketing decisions is correct? Many retailers identify three critical factors for retail success: location, location, and location. 7. Which of the following statements regarding green retailing is correct? Green retailing initiatives extend to helping consumers be more environmentally responsible. 8. How do brokers and agents differ from merchant wholesalers? Brokers and agents do not take title and perform a limited number of specialized functions 9. What are the three main types of off-price retailers? Independents, factory outlets, and warehouse clubs 10. Retailers need to differentiate and position their store and make decisions regarding their retail marketing mix. Before making those decisions, retailers must first __________. segment and define their target market

Retailers must decide on which three major product variables: Product assortment, services mix, and store atmosphere Which of the following is a recent trend in wholesaling? Less distinction between large retailers and large wholesalers What are the four broad characteristics used to classify retail stores Service, product lines, price, and organization Which type of retailer carries narrow product lines with deep assortments within those lines? Specialty stores

Chapter 10 (8 Questions) 1. On a break-even chart, the break-even volume is located __________. at the intersection of total revenue and total costs 2. Luxury automobile manufacturers typically add quality, services, and other features to differentiate their offers and thus support their higher price. This is an example of __________. value-added pricing 3. The strategy of __________ means that the firm attempts to offer the right combination of quality and good service at a fair price. Good- value pricing 4. Price is the only part of the marketing mix that __________. Produces revenue 5. Which type of market consists of many buyers and sellers trading over a range of prices rather than a single market price? Monopolistic competition 6. Internal factors that affect pricing include __________. the company's overall marketing strategy, objectives, and marketing mix 7. Two external factors which must be considered in pricing decisions are __________. Demand and the nature of the market 8. Which of the following is a cost-based pricing approach? Break-even pricing 9. Which factor sets the ceiling on setting a product's price? Customers value perception 10. How is price determined using cost-plus pricing? The price is set by adding a standard mark-up to the cost of the product. Which of the following statements is correct regarding different types of markets? Under oligopolistic competition each seller is alert and responsive to competitors' pricing strategies and marketing moves. What is the first thing markets must do when using value based pricing? Assess customer needs and value perceptions.

Which of the following statements about price is correct? Customers have put increasing pricing pressures on many companies. Which factor sets the floor on setting a product's price Product Costs New, premium movie theaters offer features such as online reserved seating, high-backed leather executive chairs with armrests and footrests, the latest in digital sound and super-wide screens, and other amenities for which they charge a higher price. This is an example of which type of pricing Value-Added Pricing Retailers such as Macy's and JC Penney charge higher prices on an everyday basis, but run frequent promotions to lower prices temporarily on selected items. This is an example of high-low pricing. A(n) demand curve shows the number of units the market will buy in a given time period at different prices Which of the following statements regarding customer valued –based pricing is correct: In using this strategy, companies often find it hard to measure the value customers attach to their product Internal factors that affect pricing include: company’s overall marketing strategy, obejctives, and marketing mix.

Chapter 14 (3 Questions) 1. What are the three major factors identified in the text that are changing today's marketing communications landscape? Consumers, marketing strategy, and digital technologies 2. In the content of a message, marketers often use __________ appeals such as joy, love, humor, fear, and guilt. Emotional 3. One reason there is a need for integrated marketing communications is that __________. consumers don't distinguish between content sources the way marketers do. 4. Developing effective marketing communications starts with __________. Identifying the target audience 5. What is the goal of integrated marketing communications? To deliver clear, consistent, and compelling company and brand messages 6. __________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service. Sales promotion 7. Many marketers today create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as __________. Content Marketing Managers

8. One form of influence that carries great weight, especially for products that are expensive, risky, or highly visible is __________. word of mouth 9. At certain stages of the buying process, which element of the promotional mix is most effective in building up buyers' preferences, convictions, and actions? Personal Selling 10. Which promotional tool includes presentations, trade shows, and incentive programs? Personal selling A company wishes to reach many geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company use? Advertising Specific promotional tools used in public relations include press releases, sponsorships,events, and web pages Which method for setting the total promotion budget is the most difficult to use The objective-and-task method A recent study showed that more than two-thirds of advertisers are planning video ad campaigns that stretch across multiple viewing platforms. This is called video convergence

Which of the following statements regarding the changing communications landscape iscorrect? The dominance of television, magazines, newspapers, and other traditional mass media is declining

Chapter 17 (3 questions) 1. Which of the following correctly identifies what direct and digital marketing offer sellers? Inexpensive, efficient, and fast 2. Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called __________. Real time marketing 3. A marketing website should be easy to use and visually appealing. To be effective, these websites must also be __________. Useful 4. Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is __________. Interactive 5. Direct mail is well suited for which of the following? Direct, one-on-one communications 6. To avoid being intrusive and annoying, most legitimate email marketers practice __________, which means sending email pitches only to customers who "opt in." Permission based email marketing 7. The fastest growing form of marketing is __________. Direct and Digital marketing 8. What are the two main forms of online advertising? Display ads and search related ads 9. Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing tool? Kiosk 10. One drawback to viral marketing is that __________. Marketers cannot control where users pass along the Message Which of the following would represent a niche online social networking site? Birdpost Buyers have increased their use of direct and digital marketing because they are: easy, convenient, and private. Consumers may receive an email, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks them 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 phishing.

Chapter 11 (3 Questions) 1. Assume a competitor has cut prices and a company determines they should respond. Effective actions that the company could initiate include __________. Launch a low price fighter brand 2. One major objective of a market-penetration pricing strategy is to __________. Win a large market share 3. What is the purpose of the Robinson-Patman Act? To prevent unfair price discrimination 4. Which of the following is a concern when using optional-product pricing? Which products to include in the base price and which to offer as options 5. Cheese makers in Wisconsin sell their leftover brine to local city and county highway departments, which use it in conjunction with salt to melt icy roads. Which product mix pricing strategy does this represent? By- product pricing 6. Margaret has been invited to a fancy dinner party and wants to bring a good bottle of wine as a gift for the host. Because she does not know much about wine, she will likely use the price of the wines as a(n) __________. Indicator of quality 7. Basic price adjustments known as __________ are used to reward customers for certain responses. Discounts and allowances 8. A company has set a low price on a new product it introduced. They want to maximize their market share and attract a large number of buyers quickly. Which new product pricing strategy should the companyuse? Market penetration pricing 9. Which of the following statements is true regarding initiating price cuts? Cutting prices in an industry with excess capacity may lead to price wars 10. Many amusement parks charge a daily ticket or season pass charge plus additional fees for food and other in-park features. This is called __________. Two-part pricing Recently, Amazon.com has been accused of predatory pricing, which is the practice of selling products below cost to harm competitors One form of customer-segment pricing is when movie theaters charge one price for adults and a different price for senior citizens Gillette charges a fairly low price for their razors (relative to costs) and a high price for razor blades. They are using a strategy of captive-product pricing Which of the following statements is true concerning new product pricing strategies? For a market-skimming strategy to be successful, the costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more Which of the following statements regarding dynamic pricing is correct Dynamic pricing could cause consumer resentment and damage customer relationships.

A soda pop company offers a discount to a grocer. In exchange, the grocer agrees to provide in-store advertising for the soda pop and additional sales-support. This is an example of promotional allowances When Apple Computer Company introduced their iPhone, they priced the new product at $599, considerably higher than either their iPod or competing cellular phones. Apple Computer was pursuing a(n) market-skimming pricing strategy Whirlpool washers and dryers are offered in many different models. Whirlpool will use product line pricing to determine the price steps. When would a competitor most likely react to a firm’s price change? When the number of firms involved is small Which of the following statements regarding segmented pricing is correct? Segmented pricing practices can cause consumer resentment

Chapter 4 Quiz (3 Questions) 1. Which of the following statements about marketing information systems (MIS) is correct? A good MIS must balance what user would like to have against what they really need and what is a feasible to offer 2. Survey Research is the best approach best suite...