marketing intermediaries

Producers use marketing intermediaries because they ________.
Select one:
a. create greater efficiency in making goods available to target markets
b. supply cheaper raw materials for the production of products and services
c. provide technical expertise and know-how for faster production
d. help monitor day-to-day activities during production
e. form a part of the company’s direct channel selling chain
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Companies can build customer relationships at many levels, depending on the nature of the target market. Hence, a company with few customers and high margins is most likely to seek to develop ________ with key customers.
Select one:
a. full partnerships
b. basic relationships
c. selective relationships
d. categorical partnerships
e. community relationships
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________ data consist of information collected for the specific purpose at hand.
Select one:
a. Primary
b. Secondary
c. Derived
d. Archival
e. Ethnographic
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Which of the following is an example of reverse distribution in a supply chain?
Select one:
a. products moved between intermediaries before reaching the customer
b. products moved directly from producer to customer
c. products moved to the factory by suppliers
d. products moved from the factory to resellers
e. products that are to be disposed upon being returned by resellers
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Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company’s services and hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues. The marketers at Clenzo are using ________.
Select one:
a. internal marketing
b. viral marketing
c. C2B marketing
d. C2C marketing
e. infomercial marketing
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A laundry detergent is most likely to be an example of a ________ product.
Select one:
a. unsought
b. shopping
c. convenience
d. specialty
e. industrial
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Marketers use ________ telephone marketing to receive orders from television ads and catalogs.
Select one:
a. inbound
b. viral
c. advertorial
d. direct-response
e. infomercial
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Which of the following is the last step in the selling process?
Select one:
a. follow-up
b. closing
c. handling objections
d. presentation
e. prospecting
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In which of the following steps in the sales process does the salesperson meet the customer for the first time?
Select one:
a. prospecting
b. preapproach
c. presentation
d. qualifying
e. approach
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Shampoo marketers segment buyers as light, medium, or heavy product users. This is an example of ________ segmentation.
Select one:
a. user status
b. usage rate
c. benefits sought
d. occasion
e. psychographic
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Product invention consists of ________.
Select one:
a. marketing a product in a foreign market without making any changes to the product
b. taking the product as is and finding customers for it
c. modifying advertising messages to local markets
d. creating something new to meet the needs of consumers in a given country
e. upgrading the product to meet local requirements, conditions, or wants
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Which of the following statements is true with regard to shopping centers?
Select one:
a. Shopping centers function at the neighborhood level, rather than at the regional or community level.
b. Shopping centers typically contain provisions for many nonretail activities, such as a playground, skating rink, hotel, dining establishments, and a movie theater.
c. Shopping centers are groups of retail businesses built on a site that is planned, developed, owned, and managed as a unit.
d. Shopping centers usually contain exclusive brands and specialty stores, rather than convenience stores or department stores.
e. Shopping centers are identical to lifestyle centers in terms of their size, services, and nature.
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Through ________, broad communities of people (customers, employees, independent scientists and researchers, and even the public at large) are invited into the new-product innovation process.
Select one:
a. outsourcing
b. sole sourcing
c. brainstorming
d. crowdsourcing
e. test marketing
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________ is a method of entering a foreign market by associating with foreign companies to produce or market products or services.
Select one:
a. Joint venturing
b. Indirect exporting
c. Direct investment
d. Greenfield investment
e. Direct exporting
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For a retailer to be able to differentiate himself from competitors and match target shoppers’ expectations, the product assortment retailed should be ________.
Select one:
a. identical to the product assortment retailed by its competitors
b. devoid of any blockbuster goods as they divert the attention of consumers
c. highly targeted or focused on a niche market of potential consumers
d. constituted by private-label brands, rather than national or exclusive brands
e. devoid of any seconds, overstocks, and closeouts as this damages the perception of the retailer
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What is the first step in the marketing research process?
Select one:
a. developing a marketing information system
b. defining the problem and research objectives
c. developing the research plan for collecting information
d. implementing the research plan
e. interpreting data and deciding on type of research
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People forget much that they learn. They tend to remember information that supports their attitudes and beliefs. This is called ________.
Select one:
a. selective retention
b. selective distortion
c. selective attitude
d. cognitive dissonance
e. perceptual vigilance
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Which of the following is the fixed amount in a salesperson’s compensation?
Select one:
a. bonus
b. commission
c. salary
d. incentives
e. profit sharing plan
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Valhalla Woods is a luxury furniture manufacturing firm that is planning to release a new line of maple wood furniture. Which of the following slogans would help Valhalla Woods reach out to more customers, in the period after the Great Recession of 2008/2009, if they followed a value-marketing technique?
Select one:
a. Greatness is promised to the few
b. Luxury and price in harmony
c. Pay more, value more
d. No compromises on luxury
e. Making luxury affordable
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You want to find out whether Americans between 21 and 40 years of age tend to vote for Democrats and whether Americans between 41 and 70 tend to vote for Republican candidates. You will most likely use a ________ to collect your data if you want an accurate measure of the sampling error.
Select one:
a. quota sample
b. mechanical device
c. stratified random sample
d. judgment sample
e. convenience sample
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For most companies, the first step in conducting online marketing is to ________.
Select one:
a. place an ad online
b. send e-mails
c. create a Web site
d. create a social network
e. place search-related ads
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Through ________, brands can be differentiated on features, performance, or style and design.
Select one:
a. people differentiation
b. channel differentiation
c. price differentiation
d. services differentiation
e. product differentiation
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Underpriced products sell very well, but they produce less revenue than they would have if the price were raised to the ________ level.
Select one:
a. perceived value
b. value-added
c. variable cost
d. demand curve
e. price-floor
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The ________ of 1890 prohibits monopolies and activities that restrain trade or competition in interstate commerce.
Select one:
a. Robinson-Patman Act
b. Magnuson-Moss Warranty Act
c. Sherman Antitrust Act
d. Lanham Trademark Act
e. Consumer Product Safety Act
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In Sao Paulo, Brazil, there are more than 20 stores specializing in selling the same quality and brand of wheat products located in one street. An individual seller cannot charge more than the going price without the risk of losing business to the other stores. This is an example of what type of market?
Select one:
a. pure competition
b. monopolistic competition
c. oligopolistic competition
d. a pure monopoly
e. black market
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Fox Scully received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates. The e-mail simply asked customers to provide their address, date of birth, social security number, and current mortgage information in order to receive a free loan quote. Suspicious of the offer, Fox researched the company and discovered that the e-mail was a fraud. This is an example of ________.
Select one:
a. cold calling
b. phishing
c. iTV advertising
d. data mining
e. viral marketing
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The growth of the Internet caused many traditional companies to ________ in response to customer demands and a changing marketplace.
Select one:
a. become click-only companies
b. become content sites
c. become click-and-mortar companies
d. develop more infomercials
e. expand their outside sales forces
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Which of the following is a desirable quality for a brand name?
Select one:
a. The name should be difficult to pronounce.
b. The name should be a word used in day-to-day life rather than being distinctive.
c. The name should not suggest anything about the product quality.
d. The name should translate easily into foreign languages.
e. The name should not be extendable.
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Campbell Retail is one of the oldest retailers in the country with a characteristic no-frills look to all its stores. While the service offered at Campbell stores is fairly mediocre, Campbell Retail is famous for surprise offerings of seconds, overstocks, and closeouts-occasionally including expensive gadgets and jewelry. Which of the following statements, if true, would strengthen the argument that Campbell Retail should use product assortment, rather than the variables of services mix and store atmosphere to differentiate its services?
Select one:
a. Campbell Retail is the only company that offers limited-service retailing among its competitors.
b. Campbell has stores in 132 locations across the country with many of these locations housing multiple stores.
c. Campbell Retail believes that modifying its stores to incorporate the notion of experiential retailing is imperative because all of its new competitors have better ratings on the variable for store atmosphere.
d. Campbell Retail has numerous private-label brands that enjoy substantial brand loyalty in the minds of its customers.
e. Campbell Retail possesses highly qualified manpower that helps its limited service approach to retailing.