[Exam 3] Pearson Questions: Ch. 10, 11, 12, 14 [MKT 381]

​________ is a composite measure of the amount of effort a customer​ expends, the level of risk associated with the​ purchase, and buyer involvement in the purchase. (Ch.10)

A) Buyer behavior

B) Specialty purchases

C) Convenience

D) Buyer orientation

E) Preference

D) Buyer orientation

Which of the following components of a product are designed to engage the​ senses, make an emotional​ connection, and enhance the​ consumer's brand​ experience? (Ch.10)

A) Labeling

B) Packaging

C) Express warranty

D) Product warranties

E) Aesthetics

B) Packaging

Why is packaging such an important component of product in​ Japan? (Ch.10)

A) In​ Japan, quality of product is most important.

B) Colors are very important in the Japanese culture.

C) In​ Japan, "a book is judged by its​ cover."

D) There is a concern about the environmental damage from packaging.

E) The positioning of the product is important.

C) In​ Japan, "a book is judged by its​ cover."

What was specifically designed for​ Coca-Cola to differentiate Coke from other soft​ drinks? (Ch.10)

A) Unique bottle shape and texture

B) Freshness guarantee

C) The label

D) Product flavor

E) Premium pricing

A) Unique bottle shape and texture

​________ is defined as perceptions about a brand as reflected by brand associations that consumers hold in their memories. (Ch.10)

A) Brand awareness

B) Brand value

C) Branding

D) Brand equity

E) Brand image

E) Brand image

Which of the following refers to a type of brand that has achieved success in a single national​ market? (Ch.10)

A) Generic brand

B) Global brand

C) Transformed brand

D) Local brand

E) International brand

D) Local brand

Which of the following best describes a global​ brand? (Ch.10)

A) A brand created by a global company and distributed in more than one country

B) A brand that is offered in several markets in a specific region

C) A brand that has found success in a single national market

D) A brand that uses the same name and has a similar positioning throughout the world

E) A brand created by a global company to meet the needs of a local market

D) A brand that uses the same name and has a similar positioning throughout the world

A brand that is first introduced into a select number of markets within a geographic region and then expands into a global presence is​ a(n) ________. (Ch.10)

A) ​co-brand

B) international brand

C) global brand

D) tiered brand

E) local brand

B) international brand

Which of the following naming strategies is best for a company pursuing a global brand​ identity? (Ch.10)

A) Distinctive names for each local market

B) ​Co-branding

C) Different names for each regional market

D) Same name throughout the world

E) One name in the home country and another in other countries

D) Same name throughout the world

The internal motivation driving demand for​ status-oriented products is based on which of the following levels of​ Maslow's needs​ hierarchy? (Ch.10)

A) ​Self-actualization

B) Esteem

C) Physiological

D) Social

E) Safety

B) Esteem

In developing​ countries, a large​ stainless-steel refrigerator with a water dispenser in the door might be purchased​ ________. (Ch.10)

A) for a secondary purpose

B) as a part of​ self-actualization

C) to fulfill safety needs

D) to fulfill social needs

E) for the primary function

A) for a secondary purpose

A modified hierarchy has been proposed for Asia where the top three levels of​ affiliation, admiration, and status each emphasize​ ________. (Ch.10)

A) ​self-actualization

B) physiological needs

C) personal esteem

D) social needs

E) psychological needs

D) social needs

Some consumers flaunt their wealth or status by buying expensive products that others will notice. The marketing term for this is​ ________. (Ch.10)

A) ​admiration-based

B) luxury badging

C) premiumisation

D) status seeking

E) status symbols

B) luxury badging

Which of​ Maslow's five levels in the needs hierarchy cuts across the various stages of a​ country's economic​ development? (Ch.10)

A) Safety

B) Physiological

C) ​Self-actualization

D) Esteem

E) Social

D) Esteem

​McDonald's and​ Coca-Cola have focused on which of the following needs to create global brand​ franchises? (Ch.10)

A) Social and safety

B) Physiological and social

C) Esteem and​ self-actualization

D) Physiological and safety

E) Safety and esteem

B) Physiological and social

​________ is defined as perceptions about and attitudes towards particular​ countries, which extend to products and brands known to originate in those countries. (Ch.10)

A) Global consumer cultural positioning

B) ​Country-of-origin effect

C) Country stigma

D) Foreign consumer cultural positioning

E) Global brand leadership

B) ​Country-of-origin effect

Why do consumers in India prefer European products like Coach and Louis Vuitton over​ "Made in​ India" products? (Ch.10)

A) Indian products are too bright and colorful.

B) Indian products are of low quality.

C) Products made in Europe carry a great appeal as symbols of success.

D) The Indian consumers want to take advantage of new accessibility.

E) Indian products are more expensive than imported products.

C) Products made in Europe carry a great appeal as symbols of success.

Why has Slovenia recently launched an integrated brand image​ campaign? (Ch.10)

A) ​Slovenia's reputation for luxury brands has been tainted.

B) Products made in Slovenia are of very poor quality.

C) The​ country-of-origin effect from Slovenia is very negative.

D) Slovenia has no industry.

E) Slovenia wants to enhance its image.

E) Slovenia wants to enhance its image.

​________ is a strategic alternative that requires almost no product or brand adaptation for global distribution. (Ch.10)

A) ​Product-communication extension​ (dual extension)

B) Innovation

C) Product​ adaptation-communication extension

D) ​Product-communication adaptation​ (dual adaptation)

E) Product​ extension-communication adaptation

A) ​Product-communication extension​ (dual extension)

Which of the following is the strategic alternative where both the product and at least one of the promotional elements are adapted for a particular country​ market? (Ch.10)

A) Innovation

B) Product​ adaptation-communication extension

C) ​Product-communication extension​ (dual extension)

D) ​Product-communication adaptation​ (dual adaptation)

E) Product​ extension-communication adaptation

D) ​Product-communication adaptation​ (dual adaptation)

Which of the following is the strategic alternative where the product is adapted to local preferences while the​ home-market promotional strategy or brand name is used. (Ch.10)

A) ​Product-communication adaptation​ (dual adaptation)

B) Product​ extension-communication adaptation

C) Innovation

D) Product​ adaptation-communication extension

E) ​Product-communication extension​ (dual extension)

D) Product​ adaptation-communication extension

Which of the following approaches is best suited to a global market where there is need but not the needed purchasing power to buy either the existing or adapted​ product? (Ch.10)

A) Product​ adaptation-communication extension

B) Innovation

C) ​Product-communication extension​ (dual extension)

D) Product​ extension-communication adaptation

E) ​Product-communication adaptation​ (dual adaptation)

B) Innovation

Which of the following is a type of innovation that could be described as a​ "game changer"? (Ch.10)

A) Platform innovation

B) Dynamically continuous innovation

C) Line extension innovation

D) Discontinuous innovation

E) Continuous innovation

D) Discontinuous innovation

In which of the following innovation categories do products share certain features with earlier products while incorporating​ new, added-value​ features? (Ch.10)

A) Dynamically continuous innovation

B) Discontinuous innovation

C) Product transformation

D) Disruptive innovation

E) Continuous innovation

A) Dynamically continuous innovation

​Research, design, and testing are each a part of​ ________. (Ch.10)

A) global product planning strategic alternatives

B) the​ not-invented-here (NIH) syndrome

C) ​country-of-origin effect

D) extension strategy

E) the​ new-product continuum

E) the​ new-product continuum

What is the​ "law of one​ price" in global​ marketing? (Ch.11)

A) It relies on dynamic pricing.

B) There is one price in the home market and another in all other foreign markets.

C) All customers in the market get the best product available for the best price.

D) Internet prices vary for each market.

E) Each product is priced the same in every market.

C) All customers in the market get the best product available for the best price.

Which of the following has had the greatest impact on global price​ transparency? (Ch.11)

A) The World Trade Organization​ (WTO)

B) The Internet

C) The United Nations

D) The European Union

E) NAFTA

B) The Internet

Companies that position their products in the premium segment frequently use which of the following pricing​ strategies? (Ch.11)

A) Market penetration pricing

B) Captive pricing

C) Import pricing

D) Market skimming

E) ​Cost-based pricing

D) Market skimming

Which type of pricing strategy is typically used by Gillette for its​ razors? (Ch.11)

A) Market skimming

B) ​Cost-based pricing

C) Export pricing

D) Market penetration

E) Captive pricing

E) Captive pricing

In​ cost-based pricing, the use of​ ________ defines the​ per-unit product cost as the sum or all past or current direct and indirect manufacturing and overhead costs. (Ch.11)

A) rigid​ cost-plus pricing

B) full absorption cost method

C) export price escalation

D) estimated future costs

E) flexible​ cost-plus pricing

B) full absorption cost method

The main disadvantage of​ ________ is that it ignores demand and competitive conditions in the target markets. (Ch.11)

A) rigid​ cost-plus pricing

B) ​cost-based pricing

C) companion pricing

D) market skimming pricing

E) market penetration pricing

A) rigid​ cost-plus pricing

Which of the categories of Incoterms refers to a transaction where the buyer takes delivery at the​ seller's location? (Ch.11)

A) Delivered duty paid​ (DDP)

B) ​Ex-works (EXW)

C) Free on board​ (FOB)

D) Free carrier​ (FCA)

E) Free alongside ship​ (FAS)

B) ​Ex-works (EXW)

In which of the categories of Incoterms does the seller agree to deliver goods to the buyer in the country of​ import, with all​ costs, including​ duties, paid by the​ seller? (Ch.11)

A) Free carrier​ (FCA)

B) Free on board​ (FOB)

C) Free alongside ship​ (FAS)

D) ​Ex-works (EXW)

E) Delivered duty paid​ (DDP)

E) Delivered duty paid​ (DDP)

One way for a country to curb runaway inflation is to​ ________. (Ch.11)

A) discourage exporting

B) encourage dumping

C) increase manufacturing capacity

D) subsidize domestic products

E) impose price controls

E) impose price controls

Which of the following was established to keep pace with a volatile financial​ environment? (Ch.11)

A) Unit pricing

B) Shelf pricing

C) Estimated future cost method

D) A rigid​ cost-plus pricing policy

E) Increased prices

B) Shelf pricing

A market holding strategy is often used in response to unfavorable​ ________. (Ch.11)

A) increased tariffs

B) inflation

C) government subsidies

D) currency swings

E) competitive prices

D) currency swings

Which of the following is the major reason a domestic manufacturer will switch to offshore​ sourcing? (Ch.11)

A) Offshore sourcing typically reduces distribution costs.

B) Offshore sourcing typically improves brand image.

C) Offshore sourcing provides job opportunities in other countries.

D) Offshore sourcing keep costs and prices competitive.

E) Offshore sourcing typically produces a better quality product.

D) Offshore sourcing keep costs and prices competitive.

Which of the global pricing alternatives neither sets a single price worldwide nor allows the local management in each global market to make independent pricing​ decisions? (Ch.11)

A) Adaption pricing

B) Polycentric pricing

C) Geocentric pricing

D) Ethnocentric pricing

E) Extension pricing

C) Geocentric pricing

Which of the pricing alternatives calls for a​ per-unit price of a product to be the same no matter where in the world it is being​ sold? (Ch.11)

A) Polycentric pricing

B) Geocentric pricing

C) Corporate pricing

D) Extension pricing

E) Adaptation pricing

D) Extension pricing

​IKEA's company policy is to have the lowest price on comparable products in every​ market; however, it allows managers in each country to set their own prices. IKEA is taking which of the following​ approaches? (Ch.11)

A) Extension pricing

B) Geocentric pricing

C) Ethnocentric pricing

D) ​Cost-based pricing

E) Polycentric pricing

E) Polycentric pricing

Gray market goods are exported from one country and enter another country through​ ________. (Ch.11)

A) government subsidies

B) price transparency

C) a quota system

D) parallel importing

E) preferential trade agreements

D) parallel importing

Gray markets flourish when​ ________. (Ch.11)

A) supply exceeds demand

B) a product is in short supply

C) there is a low margin on goods

D) a penetration pricing strategy is used

E) ethnocentric pricing policies are used

B) a product is in short supply

Which of the following is an approach used to avoid​ anti-dumping laws? (Ch.11)

A) Lower overall prices.

B) Increase prices.

C) Differentiate the product so it does not represent​ "like home​ quality."

D) Increase supply.

E) Avoid doing business with countries having dumping laws.

C) Differentiate the product so it does not represent​ "like home​ quality."

​________ is defined as the sale of an imported product at a price lower than that normally charged in a domestic market or country of origin. (Ch.11)

A) Gray marketing

B) Dumping

C) Price fixing

D) Price discrimination

E) Parallel importing

B) Dumping

In​ ________, competitors within an industry that make and market the same product conspire to keep prices high. (Ch.11)

A) parallel importing

B) gray marketing

C) free riding

D) horizontal price fixing

E) dumping

D) horizontal price fixing

What is the underlying purpose of price​ fixing? (Ch.11)

A) To offer lower prices to the consumers

B) To create consumer demand

C) To ensure higher prices

D) To drive competitors out of business

E) To increase market share

C) To ensure higher prices

Why do companies that make every effort to comply with applicable laws and regulations often find themselves in tax court over transfer​ pricing? (Ch.11)

A) It is perceived as a potential for dumping.

B) It is believed to be used to avoid taxes.

C) It is seen as an unfair trade practice.

D) It is perceived as a form of​ price-fixing.

E) It is not transparent.

B) It is believed to be used to avoid taxes.

Transfer pricing refers to​ ________. (Ch.11)

A) ​inter-company sales

B) ​intra-company sales

C) transfer of goods from one retailer to another

D) ​intra-corporate exchanges

E) ​business-to-business sales

D) ​intra-corporate exchanges

Which of the following terms refers to an alternative financing method where products are exchanged between nations rather than currency. (Ch.11)

A) Global trade

B) Price fixing

C) Countertrade

D) Fair market

E) Transfer pricing

C) Countertrade

Latin American countries are known to have traded​ bananas, sugar, and wheat for Venezuelan oil. This would be considered which type of​ countertrade? (Ch.11)

A) Countertrade

B) Compensation trading

C) Parallel trading

D) Barter

E) Offset

D) Barter

In distribution​ terms, Coca-Cola's capability to globally put a Coke​ "within an​ arm's reach" is a result of a strategy to create​ ________. (Ch.12)

A) brand awareness

B) form utility

C) time utility

D) place utility

E) information utility

D) place utility

Which of the following refers to a marketing model whereby individual consumers market products to other individual​ consumers? (Ch.12)

A) Cause marketing

B) Direct marketing

C) Indirect marketing

D) ​Peer-to-peer (p-to-p) marketing

E) Franchise marketing

D) ​Peer-to-peer (p-to-p) marketing

Which of the following best explains why the direct sales channel is the most effective channel in most Asian​ countries? (Ch.12)

A) Direct sales are based on relationships.

B) Direct sales are more​ cost-effective.

C) Fixed costs are reduced with direct sales.

D) Direct sales provide greater channel control.

E) Direct sales have a greater margin.

A) Direct sales are based on relationships.

In emerging​ markets, many consumers shop for items several times a day at​ tiny, independent​ "mom-and-pop" stores,​ kiosks, and market stalls. These operations are known as​ ________. (Ch.12)

A) ​high-frequency stores

B) big box stores

C) subsidiaries

D) convenience stores

E) independent stores

A) ​high-frequency stores

The sales​ force, distributors or​ agents, and wholesalers are three basic elements of​ ________. (Ch.12)

A) franchising

B) marketing channel alternatives

C) ​peer-to-peer marketing

D) retailing

E) direct sales

B) marketing channel alternatives

If a company chooses to establish its own sales force or operate its own retail​ stores, it is utilizing which of the following types of​ distribution? (Ch.12)

A) Full involvement

B) Limited involvement

C) Joint venture

D) Indirect involvement

E) Direct involvement

E) Direct involvement

It is recommended that​ a(n) ________ be used when a company enters a new global market for the first time. (Ch.12)

A) local distributor

B) import facilitator

C) ​manufacturer's representative

D) middleman

E) export agent

A) local distributor

Which of the following is a​ "core" recommendation that comes from the guidelines for working with intermediaries in global​ markets? (Ch.12)

A) The goal of all intermediaries is to maximize profits for the manufacturer.

B) Get everything in writing.

C) Direct involvement saves money.

D) Channel decisions​ aren't very important.

E) The manufacturer needs to take the lead.

E) The manufacturer needs to take the lead.

An agent or middleman who chooses to distribute only a few select products from the​ vendor's product line is said to be​ ________. (Ch.12)

A) ​self-serving

B) an independent intermediary

C) proactive

D) discriminating

E) cherry picking

E) cherry picking

In some​ cases, a manufacturer might find it necessary to incur the costs of direct involvement to obtain market share because​ ________. (Ch.12)

A) direct involvement is a better​ long-term approach

B) there​ aren't many intermediaries available

C) middlemen may seek to maximize their own profit

D) direct involvement requires less management

E) direct involvement is less expensive

C) middlemen may seek to maximize their own profit

Which of the following types of retailers are more narrowly focused and have a narrow merchandise mix aimed at a specific market​ segment? (Ch.12)

A) Specialty retailers

B) Supermarkets

C) Department stores

D) Hard discounters

E) Discount retailers

A) Specialty retailers

Which of the following types of retailers have a​ huge, hybrid retailing​ format? (Ch.12)

A) Supermarkets

B) Discount retailers

C) Category killers

D) Hypermarkets

E) Supercenters

D) Hypermarkets

Which of the following types of retail formats is intended to create an appealing leisure​ destination? (Ch.12)

A) Superstores

B) Department stores

C) Shopping malls

D) Hypermarkets

E) Outlet stores

C) Shopping malls

Which of the following types of retail formats was created to give manufacturers of​ well-known brands a retail distribution point for excess​ inventory, out-of-date​ merchandise, or factory​ seconds? (Ch.12)

A) Superstores

B) Hypermarkets

C) Specialty retailers

D) Shopping malls

E) Outlet stores

E) Outlet stores

In which quadrant of the matrix for classifying global retailers would you find Toys​ 'R' Us? (Ch.12)

A) A combination of quadrant A and quadrant C.

B) Quadrant​ A: niche focus

C) Quadrant​ D: mega-retailers offering products available in other smaller competitors

D) Quadrant​ B: private label focuslong dash—expanded product categories

E) Quadrant​ C: well-known brands in rather narrow merchandise mix

E) Quadrant​ C: well-known brands in rather narrow merchandise mix

In​ India, My Dollar Store targets​ affluent, middle-class shoppers who are attracted by the lure of low prices on brands associated with the United States. This model of selling a select assortment of products at a single low price is what type of​ retaining? (Ch.12)

A) Discount retailers

B) Hard discounters

C) Specialty retailers

D) Convenience stores

E) Outlet stores

A) Discount retailers

What is the main advantage that the newcomers to quadrant D of the retail classifying​ matrix, like Carrefour and Walmart​ bring, to the global​ market? (Ch.12)

A) Accessibility

B) Low prices

C) Brand awareness

D) Convenience

E) Distribution competence

E) Distribution competence

Which one of the retailing market entry strategies would be best to limit risk when targeting an​ unfamiliar, difficult-to-enter​ market? (Ch.12)

A) Acquisition

B) Greenfield

C) Organic growth

D) Franchising

E) Joint venture

E) Joint venture

The success of an organic growth strategy depends upon which of the​ following? (Ch.12)

A) Contractual agreements

B) Availability of company resources

C) Effective middlemen

D) A successful promotional strategy

E) Reliable partners

B) Availability of company resources

Based on the global retailing market entry strategy​ framework, which of the following is most appropriate for entering a market where the barriers to entry are low yet the market is culturally​ distant? (Ch.12)

A) Joint venture

B) Licensing

C) Franchising

D) Acquisition

E) Organic growth

C) Franchising

Which of the following transportation mode choices involves a combination of land and water shipping from producer to​ customer? (Ch.12)

A) Containerization

B) Inland water transportation

C) Intermodal

D) Pipeline

E) ​Rail-sea transportation

C) Intermodal

​________ are the means by which products are made available to customers when and where they want them. (Ch.12)

A) Acquisition and retrieval

B) Supply chain and value chain

C) Physical distribution and logistics

D) Trucks and rail

E) Transportation and communication

C) Physical distribution and logistics

​________ involves an analysis of each shipping mode to determine which​ mode, or combination of​ modes, will be most effective and efficient in each unique situation. (Ch.12)

A) Logistics management

B) Order processing

C) Inventory management

D) Channel strategy

E) Distribution

D) Channel strategy

Which of the following describes the integration of activities necessary to ensure the efficient flow of raw​ materials, in-process​ inventory, and finished goods from producer to​ customers? (Ch.12)

A) Logistics management

B) Supply chain

C) Physical distribution

D) Transportation

E) Value chain

A) Logistics management

Which of the following major transportation modes has low​ capability, low​ cost, and high​ reliability? (Ch.12)

A) Intermodel

B) Water

C) The Internet

D) Trucks

E) Air

C) The Internet

In​ ________, tangible value might take the form of price​ reduction, coupon, or​ mail-in refunds. (Ch.14)

A) couponing

B) a personal selling model

C) a price promotion

D) a​ non-price promotion

E) sampling

C) a price promotion

Which of the following is designed to increase product availability in distribution​ channels? (Ch.14)

A) Personal selling techniques

B) ​Word-of-mouth promotion

C) Consumer sales promotions

D) Trade sales promotions

E) Sponsorships

D) Trade sales promotions

​________ is a sales promotion technique that provides potential customers with the opportunity to try a product or service at no cost. (Ch.14)

A) Sampling

B) Couponing

C) Bundling

D) ​Buy-one-get-one

E) Demonstration

A) Sampling

In the United​ States, ninety percent of all coupons are distributed in a printed​ ride-along vehicle known as​ ________. (Ch.14)

A) an advertorial

B) a​ free-standing insert​ (FSI)

C) ​in-pack coupons

D) a coupon book

E) ​on-pack coupons

B) a​ free-standing insert​ (FSI)

A coupon included with an​ Oral-B® toothbrush offering a free tube of​ Crest® toothpaste would be an example of which of the​ following? (Ch.14)

A) ​On-pack coupons

B) ​Point-of-sale coupons

C) Internet coupons

D) Cross coupons

E) ​In-pack coupons

D) Cross coupons

Which of the following is the first step in the​ strategic/consultative selling modellong dash—the commitment to the marketing concept and to a role of helping​ customers? (Ch.14)

A) Develop a relationship strategy.

B) Develop a customer strategy.

C) Develop a presentation strategy.

D) Develop a personal selling philosophy.

E) Develop a product strategy.

D) Develop a personal selling philosophy.

​________ is the second step in creating a​ strategic/consultative model and stresses the importance of developing​ long-term partnerships with the customers. (Ch.14)

A) Developing a presentation strategy

B) Developing a personal selling philosophy

C) Developing a relationship strategy

D) Developing a customer strategy

E) Developing a product strategy

C) Developing a relationship strategy

Which of the following steps in the​ strategic/consultative selling model requires a general understanding of buyer​ behavior, collection of consumer​ information, and building a list of potential​ customers? (Ch.14)

A) Personal selling philosophy

B) Customer strategy

C) Product strategy

D) Presentation strategy

E) Relationship strategy

B) Customer strategy

Which of the following is the fifth step of the presentation plan and is the most difficult for new sales​ personnel? (Ch.14)

A) Sales demonstrations

B) Approach

C) Negotiation

D) Close

E) Presentation

D) Close

Why does the sales demonstration step of the​ strategic/consultative personal selling model represent an important advantage as a promotional​ tool? (Ch.14)

A) It provides an opportunity to overcome objections.

B) It reflects persistence.

C) It involves the​ prospect's senses.

D) It requires active listening.

E) It provides a concise message about the product.

C) It involves the​ prospect's senses.

Which of the following is the term used to identify an employee who is sent from his or her home country to work abroad. (Ch.14)

A) An expatriate

B) Contracted labor

C) A contract manufacturer

D) A​ host-country national

E) A​ third-country national

A) An expatriate

A company with an ethnocentric orientation is likely to prefer which of the following types of sales​ personnel? (Ch.14)

A) A hybrid sales force

B) ​Third-country national

C) An expatriate

D) A​ host-country national

E) A former customer in the home country

C) An expatriate

Most companies today attempt to establish a hybrid sales force through​ ________. (Ch.14)

A) ​third-country nationals

B) ​host-country nationals

C) expatriates

D) a balanced approach

E) a personnel management company

D) a balanced approach

An alternative option for filling sales personnel needs is the individual​ ________ who works under contract. (Ch.14)

A) ​manager-operator

B) sales agent

C) joint venture partner

D) exclusive licensee

E) contract manufacturer

B) sales agent

Which of the following choices provides the best specific market and cultural knowledge as a member of the sales​ force? (Ch.14)

A) Expatriate

B) ​Third-country national

C) Contract manufacturer

D) ​Host-country national

E) Expatriate sales agent

D) ​Host-country national

Which of the following approaches requires customer​ identification, customer​ differentiation, customer​ interaction, and customized​ products? (Ch.14)

A) ​One-to-one marketing

B) Catalogs

C) Direct mail

D) Infomercials

E) Interactive TV​ (ITV)

A) ​One-to-one marketing

Which of the following is the main advantage of direct​ marketing? (Ch.14)

A) Cost to implement

B) Ease of implementation

C) Mass appeal

D) Addressing consumer differences

E) Control

D) Addressing consumer differences

​________ is/are a​ well-known and effective direct marketing tool that features​ photographs, illustrations, and extensive information about a​ company's products. (Ch.14)

A) Infomercials

B) Coupon books

C) Interactive TV​ (ITV)

D) Direct mail pieces

E) Catalogs

E) Catalogs

​________ is/are a form of paid television programming in which a particular product is​ demonstrated, explained, and offered to viewers who call a​ toll-free phone number shown on the screen. (Ch.14)

A) Interactive television​ (ITV)

B) Infomercials

C) Catalogs

D) Teleshopping

E) Telemarketing

B) Infomercials

As a part of direct​ marketing, which of the following is considered traditional support​ media? (Ch.14)

A) Coupons

B) Newspaper advertising

C) Billboards and transit advertising

D) Interactive television​ (ITV)

E) Internet​ "pop-ups"

C) Billboards and transit advertising

Which of the following is a unique kind of brand exposure by arranging for branded products to appear in television programs or​ movies? (Ch.14)

A) Product placement

B) Support media

C) Interactive television

D) Celebrity endorsement

E) Sponsorship

A) Product placement

​________ enable(s) viewers to order products from home shopping​ channels, choose different camera angles during sports​ broadcasts, vote during audience participation​ shows, or order samples of advertised products. (Ch.14)

A) ​E-commerce

B) Infomercials

C) Interactive television​ (ITV)

D) Support media

E) Home shopping networks

C) Interactive television​ (ITV)

News media has recently captured a photograph of the Pope wearing Serengeti sunglasses. This is an example of which of the​ following? (Ch.14)

A) Publicity by brand association

B) Celebrity endorsement

C) Product placement

D) Sales promotion

E) Direct marketing

A) Publicity by brand association

Why is product placement in television programming more effective than traditional television​ advertising? (Ch.14)

A) Product placement has subliminal messaging.

B) Product placement is usually more direct in its message.

C) Television advertising is not effective at all.

D) Product knowledge is increased with product placement.

E) Fewer viewers are being exposed to television advertising.

E) Fewer viewers are being exposed to television advertising.

The naming rights of​ India's Maharashtra Cricket Stadium in Mumbai was recently sold to Indian conglomerate Sahara India Pariwar. This is an example of which of the​ following? (Ch.14)

A) Telemarketing

B) Publicity

C) Sponsorships

D) Public relations

E) Product placement

C) Sponsorships