Marketing Exam 3

Which of the following is associated with intensive distribution?

a. many electronic products found at Best Buy

b. routine decision making

c. balanced promotion

d. limited decision making

e. expensive products

b. routine decision making

which of the following is associated with exclusive distribution?

a. many electronic products found at Best Buy

b. routine decision making

c. balanced promotion

d. limited decision making

e. expensive products

e. expensive products

which of the following is associated with a push strategy?

a. many electronic products found at Best Buy

b. expensive products

c. balanced promotion

d. limited decision making

e. low-priced products

b. expensive products

which of the following is associated with limited decision making?

a. many products found at Dollar Tree

b. expensive products

c. balanced promotion

d. extensive decision making

e. low-priced products

c. balanced promotion

which of the following is associated with a pull strategy?

a. many electronic products found at Best Buy

b. advertising

c. balanced promotion

d. limited decision making

e. none of the above

b. advertising

supposed you created a new innovation, a lip balm that kept lips moist linger than anything on the market. relative to competition, which of the marketing mix combinations would you choose to position your product as the best lip balm?

a. more selective distribution, less advertising, higher price

b. more intensive distribution, more advertising, higher price

c. more selective distribution, less advertising, lower price

d. more selective distribution, more advertising, higher price

e. more intensive distribution, less advertising, higher price

a. more selective distribution, less advertising, higher price

which of the following is most appropriate to use when the levels of product complexity and risk are extremely high?

a. pull strategy

b. public relations

c. advertising

d. personal selling

e. sales promotion

d. personal selling

a firm came out with a new VR technology far superior to anything else in existence. which of the following would you recommend to use?

a. publicity and price skimming

b. advertising and penetration pricing

c. personal selling and flexible pricing

d. personal selling and transfer pricing

advertising and transfer pricing

a. publicity and price skimming

according to class discussion, any distraction that prevents a communication message from being properly understood is called

a. interferon

b. encoding

c. decoding

d. noise

e. none of the above

d. noise

which of the following is a correct statement?

a. a retail sales position is one of the most prestigious jobs there is

b. as dependence increases, selling moves from transaction to partnering to relationship selling

c. one in fifty US workers are in "sales"

d. one reason selling skills are required in non-selling positions is because leadership requires persuasion

e. the consultative sales process involves just the salesperson telling a client how to improve business

b. as dependence increases, selling moves from transaction to partnering to relationship selling

which of the following product life cycle type of advertising combinations is correct?

a. introduction/informative

b. growth/persuasive

c. maturity/reminder

d. all of the above

e. none of the above

d. all of the above

what type of pricing strategy should be favored the price elasticity is low?

a. skimming

b. penetration

c. flexible

d. psychological discounting

e. mark up

a. skimming

which of the following is correct?

a. google used a mobile donut truck to promote their ethical image

b. by 2030 over 80% of consumer buying will be for "experiences"

c. the most expensive mile of distribution is that to the consumer's home

d. baby boomers lead the way in basing buying upon ethical decision

e. all of the above

c. the most expensive mile of distribution is that to the consumer's home

which of the following requires the customer to pay for shipping based on factory and consumer locations?

a. basing-point pricing

b. uniform-delivered pricing

c. FOB-origin pricing

d. basing-zone pricing

e. none of the above

c. FOB-origin pricing

in B to B personal selling, which of the following is the most important?

a. planning

b. surpassing sales quotas

c. making the sale

d. building/improving customer relationships

e. empowerment

d. building/improving customer relationships

which of the following is correct?

a. one type of entering goods are raw materials

b. what distinguishes B2B from B2C is the nature of the product

c. radio is the best medium for avoiding clutter

d. baby boomers lead the way in basing buying upon ethical decisions

e. all of the above

a. one type of entering goods are raw materials

advertising that is paid for and created by the advertiser, but is supposed to look like digital content is called _______

a. sponsored

b. reminder

c. outbound

d. informative

e. native

e. native

advertisers on social media should do which of the following?

a. first, map out SMART objectives

b. avoid depending on vanity metrics

c. use a balanced budget among media

d. use the same KPI's for each medium

e. make one medium dominant

b. avoid depending on vanity metrics

sometimes a firm can learn that its brand message isn't being heard through listening to the consumer conversations on which of the following?

a. personal sales calls

b. telemarketing calls

c. email

d. inbound links

e. social media

e. social media

which of the following is a correct statement?

a. offering premiums is less effective than offering rebates

b. loss leader pricing might be used by Piggly Wiggly

c. offering rebates is less effective than offering premiums

d. one issue sponsorship example mentioned in class is Sprint's sponsorship of the Tony awards

e. abrasive advertising appeals are increasingly being used in the US

b. loss leader pricing might be used by Piggly Wiggly

suppose Macy's department stores wanted to reposition their brand closer to that of Target by intensifying their distribution (adding more stores). which of the following complimentary moves would you suggest also recommend?

a. decrease advertising

b. increase trades sales promotion

c. increase personal selling

d. lower prices

e. changing name of brand the "almost target"

d. lower prices

which of the following are current trends affecting distribution?

a. the use of autonomous delivery vans

b. the use of autonomous drones

c. the use of robots bicyclists

d. urbanization

e. all of the above

d. urbanization

which of the following characteristics would you expect to be associated with exclusively distributed brands found at stores like William Sonoma (WS)?

a. payments to WS for checkout (impulse) position

b. placement little, if any advertising

c. moderate/average prices relative to other brands

d. all of the above

e. none of the above

b. placement little, if any advertising

what type of pricing strategy is suggested because of existing high barriers to entry for an industry?

a. penetration

b. skimming

c. psychological discounting

d. flexible

e. mark up

b. skimming

which of the following would be involved with B2B, but never with B2C marketing?

a. inelastic demand

b. joint demand

c. elastic demand

d. fluctuating

e. derived demand

a. inelastic demand

given the strategy of promotional/persuasive communication, which is the last recommended step on a sales call?

a. find out if the customer is satisfied

b. ask the customer to buy

c. gain the attention of the customer by demonstration

d. thank the customers for their time

e. hang up

b. ask the customer to buy

a firm whose industry is in the growth stage of the product life cycle is most likely to use which of the following?

a. trade sales promotion

b. persuasive advertising

c. sampling

d. public relations

e. anti-aging skin lotion

b. persuasive advertising

which of the following is associated with a luxury sports car like Ferrari?

a. public relations

b. none of the above

c. intensive distribution

d. flexible pricing

e. exclusive distribution

e. exclusive distribution

one way to get people to like is which of the following?

a. control your anger

b. laugh

c. trust your first impression

d. become genuinely interested in other people

e. all of the above

d. become genuinely interested in other people

according to the text, one of the biggest advantages of using social media for building relationships with B2C consumers is which of the following?

a. allows 24/7 around-the-clock response

b. nearly 100% market penetration

c. low-cost

d. higher effectiveness

e. ability to use video

c. low-cost

which of the following is a correct statement about digital content creation?

a. creating a workflow involves deciding when content needs to be ready

b. content should not be shared with team members to avoid mistakes in editing

c. the second trip in the process is to creatively generate

d. the review/edit step needs to be carefully structured

e. all of the above

a. creating a workflow involves deciding when content needs to be ready

according to the text, in order to successfully teach your customer you have to:

a. always be closing

b. establish dominance

c. challenge their assumptions

d. become their friend

e. be a master of everything

c. challenge their assumptions

a seller who offers a lower price to a trade channel member because they store a large quantity of the seller's product is an example of which of the following?

a. trade-in allowance

b. cumulative quantity discount

c. cash discount

d. non-cumulative quantity discount

e. functional discount

e. functional discount

which of the following is correct?

a. system pricing is used primarily in emerging/developing countries

b. advertising goals must always be directly tied to a sales target

c. people assign more value to opportunities that are less available

d. all of the above

e. five of the above (designed to trick J-school students)

c. people assign more value to opportunities that are less available

supposed a firm decided they wanted to reposition their brand to be of much higher quality than other brands. which would you recommend?

a. decrease distribution

b. decrease consumer sales promotion

c. increase trade sales promotion

d. decrease advertising

e. all of the above

e. all of the above

which of the following is a key to successful mobile marketing according to the text?

a. conversation

b. credibility

c. interaction

d. location

e. all of the above

d. location (other three keys are CONVENIENCE, PERMISSION, AND RELEVANCE)

about what % of buying decisions are made in a store?

a. 10%

b. 5%

c. 20%

d. 75%

e. 7%

d. 75%

your friend is running a small business and she asks you what type of digital marketing she should use and she can only afford one of the following. without knowing anything else, which would you tell her to use?

a. sponsored advertising

b. paid search

c. native advertising

d. SEO

e. influencer marketing

b. paid search

according to the text, the ultimate goal in "learning" from your potential customer is which of the following?

a. to design a customized solution

b. to analyze customer problems

c. to build a relationship

d. to qualify whether or not the firm represents a potential opportunity

e. all of the above

d. to qualify whether or not the firm represents a potential opportunity

according to the book, about 90% of all businesses invest in which of the following?

a. content marketing

b. SEO

c. paid search ads

d. inbound marketing

e. all of the above

c. paid search ads

if you were to begin a content creation process for digital marketing, which of the following should be your starting point?

a. YouTube

b. social media

c. earned media

d. email

e. website

e. website

suppose research shows a CocaCola manager that she needs more push in promoting Coke products. which of the following would you recommend?

a. a bigger presence at conventions and trade shows

b. decrease use of coupons

c. additional advertising

d. add brand extensions

e. increase use of coupons

a. a bigger presence at conventions and trade shows

which of the following is a correct statement?

a. one of the keys to managing unfavorable publicity is to have plans in place

b. almost all students use internet coupons sometimes

c. one example of a sweepstakes is HGTV's Dream House Giveaway

d. one of the keys to writing a good press release is to avoid writing in the third person

e. the use of coupons in the United States is increasing

c. one example of a sweepstakes is HGTV's Dream House Giveaway

according to the text, which of the following is perhaps the most important phase of the sales process?

a. closing the sale

b. making a good first impression

c. post-sales service

d. listening to the customer

e. getting out all the important issues

c. post-sales service

which of the following properly reflects Enterprise's business culture and philosophy?

a. work hard, play harder

b. take care of your customers and employees first

c. act quickly and decisively

d. use kindness always

e. "we'll never pick you up"

b. take care of your customer and employees first

what are the two goals of viral marketing for consumers according to the book?

a. to gain customer satisfaction and get consumers to spread positive WOM

b. to feel an emotion and forward the message

c. to take action and forward the message

d. to feel an emotion and to take action

e. to infect the consumer and to have the consumer "die or buy"

c. to take action and forward the message

if a firm like a coffee shop decides that it really needs to improve customer service to monitor customers in real-time situations, upon which of the following media should they focus their attention?

a. twitter

b. facebook

c. TikTok

d. all of the above

e. none of the above (all social media need to be monitored for customer service issues)

a. twitter

micro-segmentation is which of the following?

a. a transactional distribution function

b. useful in distributing goods with geographic accuracy

c. part of an intensive distribution strategy

d. the first step in the AI dynamic pricing process

e. part of an exclusive distribution strategy

e. part of an exclusive distribution strategy

which of the following is a correct statement according to the "teaching" sales pitch?

a. the second step is to lay out the business case

b. one should stay away from offering the solution until the nature of the solution is agreed to

c. making a joke out of a problem is one way to make an emotional connection with the customer

d. the first step is to lay out the business case

e. offering your solution is the most difficult part of the process

b. one should stay away from offering the solution until th nature of the solution is agreed to

what is the impact of a TV ad seen by 100,000 households an average of twice within a given time period?

a. 50,000

b. 100,000

c. 200,000

d. impact cannot be determined without knowing the effectiveness of the ad

e. impact cannot be determined without knowing the specific time frame

c. 200,000

according to class discussion, the last step in the customer relationship selling process is

a. close

b. the hand shake

c. the most important step

d. action

e. finalize

c. the most important step

which of the following is a correct statement?

a. planning is the first stage in the customer relationship selling process

b. one of the roles in consultative selling is "the terminator"

c. relationship selling is consultative

d. the first attempt to ask a prospect to buy is called the trial close

e. the best objections are the ones unspoken

c. relationship selling is consultative

which of the following is a correct statement?

a. the use of instant coupons is increasing

b. following the pandemic, there is less spending on brands/companies perceived as ethical

c. more money is spent on SEO than spent on paid search advertising

d. all of the above

e. none of the above

a. the use of instant coupons is increasing

which of the following best represents the required relationship personal selling attitude?

a. helping

b. don't accept no

c. always be closing (ABC)

d. friendliness is the top priority

e. persistent persuasion

a. helping

one role of consultative selling is

a. the business strategist

b. team player

c. the organizer

d. long-term ally

e. all of the above + "the terminator"

d. long-term ally

what type of pricing strategy should be used by a hotel?

a. flexible

b. penetration

c. mark up

d. psychological discounting

e. skimming

a. flexible

which of the following is a characteristic of relationship selling?

a. direct

b. prestigious

c. non adversarial

d. persistent

e. all of the above

c. non adversarial

supposed a company wanted to reposition its brand to be a better economic (lower price) alternative. which of the following should do?

a. lower price and decrease distribution

b. lower price and increase distribution

c. lower price, decrease distribution, and increase advertising

d. only lower price

e. increase hot-air balloon advertising

b. lower price and increase distribution

the goal of collecting assymetric information is which of the following?

a. to be able to use complementary (non-matching) media in advertising

b. to distribute products more efficiently

c. to have better information than competitors to use in AI pricing algorithms

d. to repsond with greater effectiveness in a crisis management public relations situation

e. none of the above

c. to have better information than competitors to use in AI pricing algorithms

according to the text, which of the following is a correct statement about mobile marketing?

a. marketers have never had a tool as powerful as mobile to ascertain their customers' behavior

b. there are numerous "mobile-only" tools that marketers can use

c. consumers check their devices between 150-200 times each day

d. consumers are rarely without their mobile devices

e. all of the above

e. all of the above

according to class discussion, last mile delivery needs to be _______ and ________

a. efficient, sustainable

b. impactful, long-lasting

c. economical, quick

d. none of the above

e. all of the above

a. efficient, sustainable

staying present in the moment, focusing on what the client is saying and sustained concentration are involved in which of the following?

a. the teaching part of the sales process

b. the approach stage of the sales process

c. effective listening

d. making a sales call

e. requirements for designing a creative advertisement

c. effective listening

two current trends are that consumers are buying more from firms that are

a. run by animals, named after fruit

b. smaller, located in same continent

c. local, popular with younger people

d. using humor in advertising, using prestige pricing

e. ethical, providing "experiences"

e. ethical, providing "experiences"

suppose you wanted to create a mobile phone app that would protect your customer's privacy rights. which of the following should you make sure you have according to the book?

a. non disclosure and incentive

b. speed and non disclosure

c. transparency and consumer choice

d. variety and distance

e. none of the above

c. transparency and consumer choice

compared to B2C, what are the characteristics of number of buyers, buying influences and key promotion method for B2B?

a. fewer, single/multiple, advertising buyers

b. many, single, personal selling

c. fewer, single, personal selling

d. fewer, multiple, personal selling

e. many, single/multiple, advertising

d. fewer, multiple, personal selling

which of the following is a correct statement?

a. studies have shown it is more costly to keep existing customers than obtain new ones

b. it is vital after a salesperson offers a solution, the nature of the solution is agreed to by the customer

c. in the teaching phase of the sales process it's important to explore context and constraints

d. currently ad spending in traditional media is less than half what is spent on digital advertising

e. all of the above

d. currently ad spending in traditional media is less than half what is spent on digital advertising

according to the book, which of the following should be used to build relationships in both the B2B and B2C worlds?

a. advertising

b. social media

c. sales promotion

d. public relations

e. personal selling

c. sales promotion

for salespeople designing a customized solution for customers, which of the following is correct?

a. the salesperson should always agree with the customer's perspective which is always correct

b. the salesperson should start with their firm's own unique strengths

c. the salesperson should never depend on their own firm for making special rules for the customer

d. the main goal should be to design a profitable solution, not satisfy the customer's need

e. price should always be a main focus

b. the salesperson should start with their firm's own unique strengths