1. \u00a0 \u00a0 \u00a0 \u00a0 Blending the firm’s promotion efforts to convey a complete and consistent message is the goal of:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tSales management communications. \u00a0\t\u00a0\tIntegrated promotional marketing. \u00a0 \u00a0\t\u00a0\tSales promotion communications. \u00a0 \u00a0\u00a0\t\u00a0\tIntegrated marketing communications.\t\u00a0\t2\t\u00a0\tWhen an advertiser pays a fixed amount (e.g. 70 cents) each time a Web surfer clicks on the advertiser’s ad and links to the advertiser’s website, this process is called a(n):\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tpioneering ad.\t\u00a0\tpay-per-view.\u00a0\t\u00a0\tpay-per-click.\u00a0\t\u00a0\tcopy thrust.\t\u00a0\t\u00a0\t\u00a0\t3\t\u00a0\tMarketers cannot assume that a product that meets consumer needs in one country will do so in another. This is because:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tMany wants are culturally learned. \u00a0 \u00a0\t\u00a0\tFamily life cycles may be different. \u00a0\t\u00a0\tEconomic wants do not influence purchases in many regions of the world.\u00a0\t\u00a0\tThe purchase situations may be different.\t\u00a0\t\u00a0\t\u00a0\t4\t\u00a0\tBecause she frequently buys books at Amazon.com, Sophie Soleil set up an account and password at the website. Now, when she logs on and searches for a specific book, a note pops up at the center of her laptop screen saying: “Hello, Sophie, we have recommendations for you,” and proceeds to list other titles that Sophie might enjoy based on her previous purchases. Amazon can remember Sophie (and her previous purchases) because the online retailer uses:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tDecoding. \u00a0 \u00a0 \u00a0\t\u00a0\tEncoding. \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tBanners. \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tCookies.\t\u00a0\t\u00a0\t\u00a0\t3 Marketers cannot assume that a product that meets consumer needs in one country will do so in another. This is because:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tMany wants are culturally learned. \u00a0 \u00a0\t\u00a0\tFamily life cycles may be different. \u00a0\t\u00a0\tEconomic wants do not influence purchases in many regions of the world.\u00a0\t\u00a0\tThe purchase situations may be different.\t\u00a0\t\u00a0\t\u00a0\t4 Because she frequently buys books at Amazon.com, Sophie Soleil set up an account and password at the website. Now, when she logs on and searches for a specific book, a note pops up at the center of her laptop screen saying: “Hello, Sophie, we have recommendations for you,” and proceeds to list other titles that Sophie might enjoy based on her previous purchases. Amazon can remember Sophie (and her previous purchases) because the online retailer uses:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tDecoding. \u00a0 \u00a0 \u00a0\t\u00a0\tEncoding. \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tBanners. \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tCookies.\t\u00a0\t\u00a0\t\u00a0\t5 In which quadrant of the SWOT analysis tool does the following fit? A firm is in a fast-growing industry.\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tOpportunities\u00a0\t\u00a0\tStrengths \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tThreats \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tWeaknesses\t\u00a0\t\u00a0\t\u00a0\t6 The phrase “big data” refers to:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tthe top five firms in the marketing research industry. \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tthe massive amount of data being collected and processed by today’s organizations. \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tmarketing research data taken from Internet sources. \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tthe use of marketing research in big marketing decisions.\t\u00a0\t\u00a0\t\u00a0\t7 Genetech Corp. has invested heavily to develop a patented new product. Genetech wants to achieve a rapid return on its investment. It probably should set a ______________ pricing objective.\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tStatus quo \u00a0 \u00a0 \u00a0\t\u00a0\tTarget return \u00a0\t\u00a0\tProfit maximization\t\u00a0\tSales-oriented\t\u00a0\t\u00a0\t\u00a0\t8 From the perspective of macro-marketing, e-commerce specialists CarFax (which provides vehicle history reports) and Cars.com (a website offering auto comparison shopping) have emerged within the auto industry because:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tThe role of the automotive sales person is becoming obsolete. \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tThe market needs competitive rivals to auto dealerships. \u00a0 \u00a0 \u00a0\t\u00a0\tAuto manufacturers need to sell direct to consumers. \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tThe information they provide makes the exchange process between producers and consumers more efficient and effective.\t\u00a0\t\u00a0\t\u00a0\t9 According to the concept of social responsibility, a firm has a duty to: \u00a0 \u00a0\t\u00a0\tConduct business in a way that is good for society as a whole, both now and for the future. \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tCommunicate regularly with the public. \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tPlace customer satisfaction above all other considerations. \u00a0\t\u00a0\tPlace profit above all other considerations.\t\u00a0\t\u00a0\t\u00a0\t10 The main difference between the “marketing department era” and the “marketing company era” is:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tWhether the whole company is customer-oriented. \u00a0\u00a0\t\u00a0\tMore emphasis on selling and advertising in the marketing department era.\t\u00a0\tWhether the president of the firm has a background in marketing. \u00a0\t\u00a0\tMore emphasis on short-run planning in the marketing company era.\t\u00a0\t\u00a0\t\u00a0\t11 In the 1990s, DVDs replaced audiocassettes and floppy disks as the storage media of choice for music and computers. At which stage of the product life cycle is the DVD today?\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tSales decline \u00a0\t\u00a0\tMarket extinction \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tMarket immaturity \u00a0 \u00a0\u00a0\t\u00a0\tMarket introduction\t\u00a0\t\u00a0\t\u00a0\t12 The three basic sales tasks are:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tOrder-taking, missionary selling, and order-getting.\u00a0\t\u00a0\tOrder-taking, order-managing, and order-getting. \u00a0 \u00a0\t\u00a0\tOrder-closing, order-opening, and sales-promoting.\u00a0\t\u00a0\tOrder-taking, supporting, and order-getting.\t\u00a0\t\u00a0\t\u00a0\t13 Clearwater Office Supply sells frequently purchased office supplies to businesses in a metropolitan area. It is a well-established company with a large share of the market. Its promotion should probably focus on:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tInforming. \u00a0 \u00a0 \u00a0\t\u00a0\tInnovators. \u00a0 \u00a0\u00a0\t\u00a0\tReminding. \u00a0 \u00a0\t\u00a0\tStimulating primary demand.\t\u00a0\t\u00a0\t\u00a0\t14 A producer might use a “pulling policy” rather than a “pushing policy” if:\u00a0\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tIt is offering a very “high-tech” product to a small product-market.\u00a0\t\u00a0\tIt has a very limited promotion budget. \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tIts sales force has been very successful getting wholesalers and retailers to handle its product. \u00a0 \u00a0 \u00a0\t\u00a0\tIntermediaries are reluctant to handle a new product.\t\u00a0\t\u00a0\t\u00a0\t15 The main difference between a “marketing strategy” and a “marketing plan” is that:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tA marketing plan includes several marketing strategies. \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tA marketing strategy omits pricing plans. \u00a0 \u00a0\u00a0\t\u00a0\tA marketing strategy provides more detail. \u00a0\u00a0\t\u00a0\tTime-related details are included in a marketing plan.\t\u00a0\t\u00a0\t\u00a0\t16 In the American Marketing Association’s Statement of Ethics, which ethical value stresses a firm’s attempts to balance the needs of its buyers with the interests of sellers?\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tHonesty \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tFairness \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tResponsibility\t\u00a0\tCitizenship\t\u00a0\t\u00a0\t\u00a0\t17 A useful tool for organizing the competitor analysis is:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tThe competitive summary. \u00a0 \u00a0\u00a0\t\u00a0\tA competitor matrix. \u00a0\t\u00a0\tRivals chart. \u00a0\u00a0\t\u00a0\tThe oligopoly chart.\t\u00a0\t\u00a0\t\u00a0\t18 Which of the following is true of direct distribution?\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tIt reduces a producer’s need for working capital. \u00a0 \u00a0 \u00a0\t\u00a0\tDirect distribution always serves customer needs better and at a lower cost. \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tIt requires a significant investment in facilities. \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tMost firms selling consumer products rely on direct distribution.\t\u00a0\t\u00a0\t\u00a0\t19 Compared with other approaches to business, the marketing concept is distinct in that it:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tCreates a broad assortment of products.\t\u00a0\tFocuses on satisfying customers’ needs. \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tFocuses on sales. \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tProduces new products and services.\t\u00a0\t\u00a0\t\u00a0\t20 David Oreck advertises Oreck vacuum cleaners via commercials that run on national radio programs. He encourages consumers to “”\ufffdtry my 8-pound Oreck vacuum for free for 30 days,” and to return it if they aren’t satisfied. He then provides an easy-to-remember toll-free telephone number that consumers can use to place orders. Regarding the AIDA model, the free-trial period and availability of a toll-free number are devices used mainly to:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tHold interest.\u00a0\t\u00a0\tArouse desire.\t\u00a0\tObtain action.\t\u00a0\tGet attention.\t\u00a0\t\u00a0\t\u00a0\t21 The sales analysis of a product revealed that profits were highest when it was initially introduced into the market with a high selling price. However, the price was gradually reduced as it started facing competition as substitutes entered the market. This is an example of a(n) _____.\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tIntroductory price dealing \u00a0 \u00a0\u00a0\t\u00a0\tPenetration price policy \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tTemporary price cut policy \u00a0 \u00a0\t\u00a0\tSkimming price policy\t\u00a0\t\u00a0\t\u00a0\t22 Which of the following is a common cause of new product failures?\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tThe managers worry too much about the competition. \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tThe product fails to offer the customer a unique benefit. \u00a0 \u00a0\u00a0\t\u00a0\tThe company delays putting the product on the market until it develops a complete marketing plan. \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tThe company tries to follow an organized new-product development process”\ufffdrather than using a faster and more spontaneous, “race-to-market” approach.\t\u00a0\t\u00a0\t\u00a0\t23 Behavioral targeting:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tTries to reach target customers who are actually interested in what the firm has to communicate. \u00a0\t\u00a0\tAllows advertisers to pay only when a customer clicks on the ad and links to the advertiser’s website. \u00a0 \u00a0\u00a0\t\u00a0\tDelivers ads to consumers based on previous websites the customer has visited. \u00a0 \u00a0\t\u00a0\tTries to place ads on websites that are designed to appeal to the firm’s target market.\t\u00a0\t\u00a0\t\u00a0\t24 TammiSoloft has itchy eyes and a stuffy nose, and suddenly becomes aware of many TV ads for allergy products that she never noticed before. This illustrates:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tselective exposure. \u00a0 \u00a0\u00a0\t\u00a0\treinforced cognition. \u00a0\t\u00a0\tselective retention. \u00a0 \u00a0\u00a0\t\u00a0\tselective perception.\t\u00a0\t\u00a0\t\u00a0\t25 When a company provides its advertising agency with a statement about a new product to use in designing an advertising campaign, and this statement includes a description of the target market, the product type, the primary benefits of using the product, and how this product is different from, and better than, competitive products, what type of statement is this?\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tQualifying \u00a0 \u00a0 \u00a0\t\u00a0\tPositioning \u00a0 \u00a0\u00a0\t\u00a0\tDetermining \u00a0\u00a0\t\u00a0\tClustering\t\u00a0\t\u00a0\t\u00a0\t26 The primary purpose of branding is:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tTo enhance package design. \u00a0\t\u00a0\tTo identify a product.\t\u00a0\tTo boost customer satisfaction. \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tTo prevent competitors from stealing product ideas.\t\u00a0\t\u00a0\t\u00a0\t27 When new product ideas are chosen based on ratings and comments from customers, this process is called ______.\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tReaction engineering\u00a0\t\u00a0\tIdea engineering \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tCrowdsourcing\t\u00a0\tCreative resourcing\t\u00a0\t\u00a0\t\u00a0\t28 Most firms in the business world set their prices using:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tDemand-oriented price setting. \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tFederal price guidelines. \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tCost-oriented price setting. \u00a0 \u00a0\t\u00a0\tSupply and demand analysis.\t\u00a0\t\u00a0\t\u00a0\t29 More than 600,000 loyal customers signed up in advance to purchase the iPhone4 in an Apple store the first day it was available for sale in the U.S. What type of response behavior were these Apple followers demonstrating?\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tRoutinized response \u00a0\u00a0\t\u00a0\tDissonance response \u00a0\t\u00a0\tLimited problem solving \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tLow-involvement buying\t\u00a0\t\u00a0\t\u00a0\t30 The advantages of working with an intermediary usually increase when there is:\t\u00a0\t\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\t\u00a0\tExcellent communication with customers. \u00a0 \u00a0\t\u00a0\tA greater number of customers. \u00a0 \u00a0 \u00a0 \u00a0\u00a0\t\u00a0\tLittle distance between customers. \u00a0 \u00a0\t\u00a0\tA smaller number of competing products.<\/p>\n","protected":false},"excerpt":{"rendered":"
1. \u00a0 \u00a0 \u00a0 \u00a0 Blending the firm’s promotion efforts to convey a complete and consistent message is the goal of: \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Sales management communications. \u00a0 \u00a0 Integrated promotional marketing. \u00a0 \u00a0 \u00a0 Read More …<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-228864","post","type-post","status-publish","format-standard","hentry"],"_links":{"self":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/228864","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/comments?post=228864"}],"version-history":[{"count":0,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/posts\/228864\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/media?parent=228864"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/categories?post=228864"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benedictsol.com\/blogs\/wp-json\/wp\/v2\/tags?post=228864"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}