14 Aug quiz 1Which of the following terms refers to sellers being preoccupied with the

quiz 1Which
of the following terms refers to sellers being preoccupied with their own
products and losing sight of underlying consumer needs?
Vendor lock-in
Social loafing
Value proposition
Marketing myopia
Conspicuous consumption (Page Ref: 7)
Points Received: 5 of 5
Comments:
Question 2. Question
: Which of the following
customer questions is answered by a company’s value proposition?
“Why should I buy your brand rather than
a competitor’s?”
“What is your company’s estimated
customer equity?”
“What are the costs involved in the
production of your brand?”
“What is the budget allocated by your
company for research and development?”
“What is the financial stability of your
company?” (Page Ref: 9)
Points Received: 5 of 5
Comments:
Question 3. Question
: Which of the following is NOT
an accurate description of modern marketing?
Marketing is the creation of value for
customers.
Marketing involves managing profitable
customer relationships.
Marketing emphasizes selling and advertising
exclusively.
Marketing involves satisfying customers’
needs.
Marketing is building value-laden exchange
relationships with customers. (Page Ref: 4-5)
Points Received: 5 of 5
Comments:
Question 4. Question
: The key businesses of
Kimberley and Price consist of a division that produces and sells breakfast
cereals and another that manufactures gardening tools. Each of these businesses
is called a __________.
market segment
strategic business unit (SBU)
question mark
prospect
product portfolio (Page Ref: 42)
Points Received: 5 of 5
Comments:
Question 5. Question
: __________ are a type of SBU
that often require heavy investments to finance their rapid growth.
Cash cows
Question marks
Stars
Dogs
Bears (Page Ref: 42)
Points Received: 5 of 5
Comments:
Question 6. Question
: Which of the following follows
a customer-centered “sense-and-respond” philosophy rather than a
product-centered “make-and-sell” philosophy?
Market segmentation
The production concept
The marketing concept
The inside-out perspective
Marketing myopia (Page Ref: 10)
Points Received: 5 of 5
Comments:
Question 7. Question
: Which of the following
marketing orientations holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do?
The product concept
The production concept
The selling concept
The marketing concept
The societal marketing concept (Page Ref: 10)
Points Received: 5 of 5
Comments:
Question 8. Question
: A firm that uses the selling
concept takes a(n) __________ approach.
outside-in
niche marketing
inside-out
societal marketing
customer-driven (Page Ref: 10)
Points Received: 5 of 5
Comments:
Question 9. Question
: __________ is determined by a
customer’s evaluation of the benefits and costs of a market offering relative
to those of competing offers.
Customer-perceived value
Customer lifetime value
Share of customer
Customer-managed relationship
Brand value proposition (Page Ref: 12)
Points Received: 5 of 5
Comments:
Question 10. Question
: Hank is an assistant marketing
director for a firm in a market with many low-margin customers. What type of
relationship with these customers would be the most profitable for him?
Full partnerships
Basic relationships
Causal relationships
Club marketing programs
Inverse relationships (Page Ref: 15)
Points Received: 5 of 5
Comments:
Question 11. Question
: The set of marketing tools a
firm uses to implement its marketing strategy is called the _________.
promotion mix
product mix
marketing mix
market offering
marketing effort (Page Ref: 12)
Points Received: 5 of 5
Comments:
Question 12. Question
: A women’s apparel manufacturer
in California recently acquired a Houston-based company that manufactures
office furniture. This is an example of __________.
product development
market development
market penetration
diversification
product differentiation (Page Ref: 45)
Points Received: 5 of 5
Comments:
Question 13. Question
: The managers of Arrow, an
American retail chain, are currently reviewing new demographic markets to sell
the firm’s current products. This is an example of __________.
market penetration
product development
mass marketing
market development
product adaptation (Page Ref: 45)
Points Received: 5 of 5
Comments:
Question 14. Question
: The Really Tasteless Frozen
Food Company has decided that, based on the financial projections, they are not
going to be required to make any adjustments in their contribution margins.
Identify the part of the marketing mix most closely identified with this
activity.
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Process
Points Received: 5 of 5
Comments:
Question 15. Question
: Sony Electronics has
determined that because home theater products have gotten so complex, they are
going to include an automated setup process built into each TV. What part of
the marketing mix does this describe?
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Process
Points Received: 0 of 5
Comments:
Question 16. Question
: Its About Time, an online
vintage clothing store, encourages its customers to create an avatar that can
be dressed in clothing typical of the products sold on the site. What part of
the marketing mix does the avatar best represent?
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Process
Points Received: 5 of 5
Comments:
Question 17. Question
: The Marketing Director for
Terrible Tours just bought a series of commercials on the Today Show and a run
of print ads in the AARP magazine. Which part of the marketing mix best
describes this activity?
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Process
Points Received: 5 of 5
Comments:
Question 18. Question
: Coronary Foods has contracted
with UPS to manage all their shipping, warehousing, and store deliveries,
including stocking the shelves at big box stores. What part of the marketing
mix is UPS providing?
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Process
Points Received: 5 of 5
Comments:
Question 19. Question
: The Farmers Pantry, an
all-natural grocery store and bakery, has launched a bottom-up customer service
model empowering frontline employees to solve most customer complaints, even
those that are somewhat complex. What part of the marketing mix does this
describe?
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Process
Points Received: 5 of 5
Comments:
Question 20. Question
: Golden Oldies, an online music
store specializing in classic rock n roll, developed an algorithm that
predicts what albums, posters, and books will appeal to a buyer based on the
answers to a few questions about the 1960s. What part of the marketing mix is
Golden Oldies employing?
Product
Price
Promotion
People
Place (distribution/logistics)
Proof (physical evidence)
Processquiz 2A marketer wanting to determine business buyer behavior is
most likely to ask which of the following questions?
Are
buyers sensitive toward price changes in consumer markets?
What
are the major influences on buyers?
Are
niche markets more profitable than mass markets?
How
do interpersonal factors affect organizational performance?
Is
the role of gatekeepers relevant in the international business environment?
(Page Ref: 171)
Points Received: 5 of 5
Comments:
Question 2. Question
:
Mary Adams is helping her company develop a marketing
program for a new product line. The program is designed to appeal most to less
materialistic consumer groups who are likely to prize experience, not
acquisition. The marketing program is most likely designed to appeal to which
of the following demographic groups?
Generation
X
Millennials
Echo
Boomers
Silent
Generation
Lost
Generation (Page Ref: 72
POOL 3)
Points Received: 5 of 5
Comments:
Question 3. Question
:
The single most important demographic trend in the United
States is the __________.
changing
age structure of the population
mobility
of families
changing
family structure of the population
increasing
number of professional jobs
increasing
birth rate (Page Ref: 70)
Points Received: 5 of 5
Comments:
Question 4. Question
:
Which of the following is true of Gen Xers?
They
are considerably larger than the boomer generation.
They
were the first to grow up in the Internet era.
They
are less educated than the Baby Boomers.
They are more materialistic than
the Millennials.
They
rarely research a product before purchasing it. (Page Ref: 72)
Points Received: 0 of 5
Comments:
Question 5. Question
:
In __________ research, the objective is to gather
preliminary information that will help define the problem and suggest
hypotheses.
exploratory
statistical
causal
analytic
descriptive
(Page Ref: 103)
Points Received: 5 of 5
Comments:
Question 6. Question
:
Which of the following is true with regard to marketing
research?
The
marketing research process depends primarily on sophisticated internal
databases.
The
marketing research process requires assessing macroeconomic forces.
Marketing
research gives marketers insights into customer motivations.
Marketing
research eliminates the need for a SWOT analysis.
Marketing
research is a simple two-step process. (Page Ref: 103)
Points Received: 5 of 5
Comments:
Question 7. Question
:
JoAnn Fabrics Inc. has created a new combination of colors
and fabric types. The firm wants to know how consumers will perceive the new
product. The firm is concerned with the product __________.
idea
displacement
image
activation
placement
(Page Ref: 264)
Points Received: 5 of 5
Comments:
Question 8. Question
:
Nike produces shoes out of “environmentally preferred
materials”, recycles old sneakers, and educates young people about
conserving, reusing, and recycling. Nike is practicing:
IN
new clean technology.
design
for environment.
corporate
social responsibility.
brand
imaging.
pollution
prevention.
Points Received: 0 of 5
Comments:
Question 9. Question
:
__________ segmentation has long been used in clothing,
cosmetics, toiletries, and magazines.
Behavioral
Gender
Benefit
Occasion
Geographic
(Page Ref: 193)
Points Received: 5 of 5
Comments:
Question 10. Question
:
__________ consists of activities undertaken to create,
maintain, or change the attitudes and behaviors of target consumers toward an
organization.
Social
networking
Organization
marketing
Niche
marketing
Puffery
Organizational
learning (Page Ref: 228)
Points Received: 5 of 5
Comments:
Question 11. Question
:
The Farmers Pantry, an all-natural upscale grocery store,
tends to cater to a well-educated, upper-middle-class clientele. The stores use
streaming video from the farms and fishing boats that supply their products
directly to their customers phones via hash tags. What environmental force is
Farmers Pantry leveraging?
Technological
Social
Political
Economic
Competition
POOL 9
Points Received: 5 of 5
Comments:
Question 12. Question
:
Responding to very strict green legislation, the chemical
firm Atticus Environmental is touting the safety of its consumer-based
vegetable garden insecticide, claiming it bio-degrades in 90 days, which is
twice as fast as required by the new law. Which environmental factor is the
firm hoping to leverage for additional sales?
Technological
Social
Political
Economic
Competition
Points Received: 5 of 5
Comments:
Question 13. Question
:
Taking advantage of the trend in multi-generational housing,
Madison Builders is aggressively marketing its home within a home concept,
which features a grandparents mini-home incorporated into a large
single-family house. Which environmental force is Madison Builders counting on
for its future home sales?
Technological
Social
Political
Economic
Competition
Points Received: 5 of 5
Comments:
Question 14. Question
:
FlashFlix, a streaming movie service, created a blog to help
parents on budget plan movie at home parties for their kids and their
friends, offering prizes to the best blog story about how the family was coping
with a tight budget. To which environmental force is FlashFlix reacting?
Technological
Social
Political
Economic
Competition
Points Received: 5 of 5
Comments:
Question 15. Question
:
Casey has finally finished his Saturday chores and is
preparing for a little me time away from the house and family. He and his
wife have agreed on a budget of $50 for his weekly Saturday outings with his
buddies. They are debating whether to play golf, watch the game at the local
sports bar, or visit the car show as they only have funds for one of these.
What environmental force are Casey and his friends experiencing?
Technological
Social
Political
Economic
Competition
Points Received: 5 of 5
Comments:
Question 16. Question
:
Select the definition that best describes the concept of a
persona.
A set of psychological traits
used in identifying advertising.
A
fictional name and set of characteristics describing a market segment.
The
demographic traits of a group of consumers.
A
set of characteristics used in setting price.
A
segmentation strategy based on the beliefs of consumer.
Points Received: 0 of 5
Comments:
Question 17. Question
:
The quantitative (numerical) segmentation factors that help
a marketing manager decide where, and to whom, to sell the firms products such
as age, race, gender, and income are known as:
lifestyle
choices.
communications
planning.
demographics.
market
planning.
numeric
profile.
Points Received: 5 of 5
Comments:
Question 18. Question
:
Pattys Party Palace plans all year for their Halloween
spectacular specializing in adult versions of animated characters such as Snow
White and the Little Mermaid. Which subset of behavioristic segmentation would
Patty most likely use?
Heavy/light
user
Price
Psychographic
Occasion
Holiday
Points Received: 0 of 5
Comments:
Question 19. Question
:
Research and experience shows that most supermarkets are
able to draw customers from approximately a five mile radius; however, Traders
Joes draws from a much larger area due to their image and special products. If
Trader Joes uses this phenomenon in developing a persona for a group of
customers, this would be an example of what type of segmentation?
Psychographic
Demographic
Branded
Price
Geographic
Points Received: 5 of 5
Comments:
Question 20. Question
:
The firm that makes Betty Sues Down Home Pork Rinds found
that their best customers enjoy NASCAR, pro wrestling, family gatherings, and
are politically conservative. These are considered to be the __________ of the
market segment
demographics
psychographics
or lifestyle
social
planning elements
customer
attributes
media
choicesquiz 3Which of the following is most likely a
manufacturer-sponsored retailer franchise system?
International
fast food chains like McDonalds and Pizza Hut
Starbucks
outlets operating within Target stores
Toyota
and its network of independent franchised dealers
Licensed
bottlers that bottle and sell soft drinks to retailers
Hotel
chains like the Ritz Carlton and Shangri-La (Page Ref: 347)
Points Received: 5 of 5
Comments:
Question 2. Question
:
Ford and its network of independent franchised dealers is an
example of a __________.
manufacturer-sponsored
retailer franchise system
manufacturer-sponsored
wholesaler franchise system
service-firm-sponsored
retailer franchise system
service-firm-sponsored
equity strategic alliance
manufacturer-and-service-sponsored
joint venture (Page Ref: 346)
Points Received: 5 of 5
Comments:
Question 3. Question
:
Which of the following is an advantage of adding new
channels in a multichannel distribution system?
Limiting
market complexity
Reducing
control over the system
Expanding
sales and market coverage
Decreasing
marketing needs and costs
Minimizing
mass customization of products (Page Ref: 349)
Points Received: 5 of 5
Comments:
Question 4. Question
:
George is buying his first house. He has spent a month
looking at houses and comparing them on attributes such as price and location.
He has contacted several real estate agents to look at different types of
houses. George is most likely exhibiting __________.
variety-seeking
buying behavior
complex
buying behavior
consumer
capitalism
dissonance-reducing
buying behavior
marketing
myopia (Page Ref: 150)
Points Received: 5 of 5
Comments:
Question 5. Question
:
A particular automobile company works to keep its customers
happy after each sale, aiming to delight each one of them in order to increase
their customer lifetime value. Which of the following steps of the buyer
decision process does the company exemplify?
Need
recognition
Information
search
Evaluation
of alternatives
Purchase
decision
Post-purchase
behavior (Page Ref: 155
POOL 3)
Points Received: 5 of 5
Comments:
Question 6. Question
:
Relative advantage, compatibility, complexity, divisibility,
and communicability are all characteristics of __________.
alternative
evaluations
the
degree of buyer involvement
a
product’s rate of adoption
unexpected
situational factors
postpurchase
behaviors (Page Ref: 157-158)
Points Received: 5 of 5
Comments:
Question 7. Question
:
Which type of retailer is most likely to require its
employees to focus most on assisting customers as they shop?
Self-service
retailer
Full-service
retailer
Off-price
retailer
Limited-service
retailer
Convenience
retailer (Page Ref: 376)
Points Received: 5 of 5
Comments:
Question 8. Question
:
Multiprint, a printer manufacturing firm, sells ink
cartridges for each of its specific models. Only Multiprint cartridges are
compatible with Multiprint printers, and no two of the firm’s models share the
same specifications. What type of pricing does Multiprint use?
Product
line pricing
Optional
product pricing
Captive
product pricing
By-product
pricing
Product
bundle pricing (Page Ref: 316)
Points Received: 5 of 5
Comments:
Question 9. Question
:
Retailers such as Costco and Walmart charge a constant,
daily low price with few or no temporary price discounts. This is an example of
__________.
competition-based
pricing
everyday
low pricing
cost-plus
pricing
break-even
pricing
penetration
pricing (Page Ref: 293)
Points Received: 5 of 5
Comments:
Question 10. Question
:
Department stores such as Kohl’s and Macy’s practice
high-low pricing by __________.
charging
a constant, everyday low price
providing
few or no temporary price discounts
increasing
prices temporarily on select products
having
frequent sale days for store credit card holders
underpricing
most consumer items (Page Ref: 293)
Points Received: 5 of 5
Comments:
Question 11. Question
:
Competitors are most likely to react to a price change when
__________.
a
large number of competitors are involved
the
product is uniform
the
buyers are not well informed about product features
buyers
are not well informed about price differences
the
products are not uniform (Page Ref: 326)
Points Received: 5 of 5
Comments:
Question 12. Question
:
Most companies are started by individuals who live by their
wits. They visualize an opportunity, take risks, and knock on every door to
gain attention. Which of the following stages in marketing strategy is being
illustrated here?
Exponential
marketing
Formulated
marketing
Entrepreneurial
marketing
Affinity
marketing
Ambush
marketing (Page Ref: 535
POOL 5)
Points Received: 5 of 5
Comments:
Question 13. Question
:
When a competitor cuts its price, a company should
__________ if it believes it will not lose much market share or would lose too
much profit by cutting its own prices.
reduce
its production costs
reduce
its marketing costs
maintain
its current prices and profit margin
increase
its marketing budget to raise the perceived value of the product
increase
its production costs to improve the quality of the product (Page Ref: 327)
Points Received: 0 of 5
Comments:
Question 14. Question
:
A university enrolled 200 graduate students in the Fall of
2011. However, the enrollment rate was only slightly affected following a 12
percent hike in tuition the following Fall. This illustrates a(n) __________
demand.
derived
negative
highly
elastic
composite
inelastic
(Page Ref: 168
POOL 6)
Points Received: 5 of 5
Comments:
Question 15. Question
:
Canine Couture is launching a new line of hand-stitched
doggy duds made from silk, cashmere, and linen. Couture has intentionally
limited production and set prices for the new line at about four times the
average price for other pet clothes in hopes of creating a prestige line. What
pricing strategy is Canine Couture using?
Cost-plus
Value-added
Product
line
Skimming
Segmented
Points Received: 5 of 5
Comments:
Question 16. Question
:
What concept does the following formula percent of change
in quantity divided by the percent of change in price represent?
Breakeven
Contribution
margin
Price
mark-up
Elasticity
Marginal
analysis
Points Received: 5 of 5
Comments:
Question 17. Question
:
Sam was visiting her grandparents during Spring Break and
was appalled when they insisted on going to dinner at 5:30 to get the Early
Bird Specials. What type of pricing strategy is making Sam insane?
Value-added
Everyday
low prices
Skimming
Segmented
Cost-plus
Points Received: 5 of 5
Comments:
Question 18. Question
:
John and Robin run a small, but trendy, craft beer and pizza
restaurant in a part of town that has a number of nighttime and dining options.
The couple are discussing raising their prices on their pint and slice
after-work special; however, they are concerned that their customers may decide
that the new price is too high and sales will drop. What pricing concept is
worrying John and Robin?
Consumer
constructivism
Everyday
low prices
Elasticity
Skimming
Cost-plus
Psychological
pricing
Points Received: 0 of 5
Comments:
Question 19. Question
:
Reindeer Games, a new Christmas-themed video, pizza, and ice
cream restaurant targeting families with young children, is located in an area
that is also home to Chucky Cheese and a bounce activity center. As both of the
latter are well established, the owner of Reindeer Games decided to launch her
business with pricing on games and pizza parties about 20% lower than her
competitors. What pricing strategy is Reindeer Games using for their launch?
Value-added
Everyday
low prices
Penetration
Skimming
Segmented
Cost-plus

Question 20. Question
:
Cats and Rats is a tablet game that allows players to be one
or the other and try to outsmart their opponents. In order to win, the players
need an occasional energy boost in the form of a nap, which is free, or the
player can pay for Cat Treats or Cheese Nibbles for their cat or rat. What form
of pricing is this?
Penetration
Value-added
Freemium
Skimming
Segmented
Points Received: 0 of 5
Comments: quiz 4A(n) __________ is a set of symbols that the sender
transmits.
encoder
feedback
loop
message
media
decoder
(Page Ref: 415)

Question 2. Question
:
An appeal that attempts to stir up either negative or
positive sentiments that can motivate purchase is called a(n) __________
appeal.
rational
structural
emotional
moral
standard
(Page Ref: 417)

Question 3. Question
:
Display media includes __________.
newspapers
magazines
television
company
websites
billboards
(Page Ref: 419)

Question 4. Question
:
__________ is very believable because news stories,
features, sponsorships, and events seem more real and believable to readers
than ads do.
Differentiated
marketing
Public
relations
Direct
marketing
Sales
promotion
Personal
selling (Page Ref: 425)

Question 5. Question
:
HP’s advertising agency assembles words and illustrations
into an advertisement that conveys the company’s intended brand message. In the
context of the communication process, HP is __________.
messaging
encoding
sending
decoding
responding
(Page Ref: 415)

Question 6. Question
:
Kathy Champe, a public relations specialist for a regional
chain of pharmacies, regularly contacts members of the local and state-wide media
with information about community events and charity fundraisers sponsored by
her company. This is an example of the __________ function of public relations.
press
relations
product
publicity
investor
relations
lobbying
development
(Page Ref: 454)

Question 7. Question
:
Which of the following is true about the customer sales
force structure?
Customer
sales force structure is a combination of territorial sales force structure and
product sales force structure.
Each
salesperson is assigned to an exclusive geographic area and sells the company’s
full line of products or services to all customers in that territory.
Salespersons
specialize in only a particular product line as the company produces numerous
and complex products.
Companies
using customer sales force structure tend to ignore the importance of long-term
relationship building with customers.
Separate
sales forces are set up for different industries, serving current customers
versus finding new ones, and serving major accounts versus regular accounts.
(Page Ref: 469)

Question 8. Question
:
Which of the following statements is most likely true about
radio as an advertising medium?
Radio
advertising is typically quite expensive.
Radio
ensures good attention from the target audience.
Radio
offers very low audience selectivity.
Radio
prohibits the use of segmentation strategies.
Radio
advertising is characterized by good local acceptance. (Page Ref: 447)

Question 9. Question
:
Which of the following is a disadvantage of using direct
mail as an advertising medium?
IN
Low audience selectivity
No
flexibility
Severe
ad competition
Relatively
high cost per exposure
Lack
of personalization (Page Ref: 447)

Question 10. Question
:
A Spanish-language channel runs its ads only in Hispanic
neighborhoods. This is an example of __________.
broadcasting
buzz
marketing
narrowcasting
media
multitasking
personal
selling (Page Ref: 448)

Question 11. Question
:
Monty Boyd, an account manager, travels frequently on West
Coast Airlines. Monty earns points for every mile he flies, and he will soon
have enough points to receive a free airline ticket. West Coast Airlines is
attempting to build a strong customer relationship with Monty through a
__________.
trade
promotion
promotional
product
rebate
offer
point-of-purchase
promotion
frequency
marketing program (Page Ref: 483)

Question 12. Question
:
Which of the following questions would help a marketer
evaluate the return on a sales promotion investment?
Was
the sales force successful in filtering out the good prospects from the poor
ones?
Did
customers enjoy the events associated with the promotion?
Did
customers receive high-quality promotional products?
Did
the promotion attract new customers or more purchasing from current customers?
Were
channel intermediaries effectively positioned to ensure a seamless supply of
products? (Page Ref: 488)

Question 13. Question
:
Which of the following is a potential drawback of using
web-based technologies for making sales presentations and servicing accounts?
Web-based
technologies lower the overall efficiency of salespeople.
The
cost of the technology outweighs the advantages gained through eliminating
travel.
Web-based
technologies can intimidate salespeople or clients who are unfamiliar with
them.
Salespeople
who use web-based technologies tend to be less attentive to customer needs.
Online
selling usually takes more time than direct selling. (Page Ref: 477)

Question 14. Question
:
Which of the following best explains why companies are
adopting the team selling approach to service large, complex accounts?
Products
have become too complicated for one salesperson to handle a large company’s
needs.
Customers
prefer dealing with many salespeople rather than one sales representative.
Job
rotation, an integral part of team selling, keeps workers motivated and boosts
their morale.
Team
selling facilitates the evaluation of individual contributions.
With
team selling, companies are not required to train the outside sales force any
longer. (Page Ref: 471)

Question 15. Question
:
A five-foot-high cardboard display of Terry the polar bear,
mascot of Terry’s protein shake, next to the shelf containing Terry’s products
in a supermarket, is an example of a(n) __________.
sample
point-of-purchase
promotion
business
promotion
IN advertising specialty
rebate
(Page Ref: 484)

Question 16. Question
:
All of the following are forms of direct marketing EXCEPT
__________.
personal
selling
point-of-purchase
promotion
telemarketing
direct-mail
marketing
kiosk
marketing (Page Ref: 500)

Question 17. Question
:
Which of the following terms refers to a 30-minute
television advertising program that markets a single product?
Social
media
Digital
catalog
Telemarketing
Blog
Infomercial
(Page Ref: 503)

Question 18. Question
:
Florian Fasteners recently introduced a new line of
products. In order to promote its product, it sent samples to the addresses of
a few select customers. Which of the following types of marketing is evident
from this example?
Direct-mail
marketing
Telephone
marketing
Direct-response
TV marketing
Mobile
marketing
Kiosk
marketing (Page Ref: 518)

Question 19. Question
:
How has do-not-call legislation helped direct marketers?
Marketers
are compensated by the Federal Trade Commission for lost sales caused by the
laws.
Direct
marketers have outsourced their activities to firms that are exempt from such
laws.
Direct
marketers have developed kiosks as an alternative to telemarketing.
Telemarketers
are allowed to call customers for a small fee.
Telemarketers
have developed opt-in calling systems. (Page Ref: 503)

Question 20. Question
:
Green Gardens is a click-and-mortar company that sells
gardening and landscaping goods and equipment. When customers are unable to
find a product they need on the shelves of their local Green Gardens store,
customers order the product online with the help of the in-store ordering
machine. Which of the following best describes the ordering machine?
Kiosk
IN Digital catalog
Podcast
Tablet
Online
networks (Page Ref: 504) quiz 1Which
of the following terms refers to sellers being preoccupied with their own
products and losing sight of underlying consumer needs? Vendor lock-in Social loafing Value proposition Marketing myopia Conspicuous consumption (Page Ref: 7) Points Received: 5 of 5 Comments:Question 2. Question
: Which of the following
customer questions is answered by a company’s value proposition? “Why should I buy your brand rather than
a competitor’s?” “What is your company’s estimated
customer equity?” “What are the costs involved in the
production of your brand?” “What is the budget allocated by your
company for research and development?” “What is the financial stability of your
company?” (Page Ref: 9) Points Received: 5 of 5 Comments:Question 3. Question
: Which of the following is NOT
an accurate description of modern marketing? Marketing is the creation of value for
customers. Marketing involves managing profitable
customer relationships. Marketing emphasizes selling and advertising
exclusively. Marketing involves satisfying customers’
needs. Marketing is building value-laden exchange
relationships with customers. (Page Ref: 4-5) Points Received: 5 of 5 Comments:Question 4. Question
: The key businesses of
Kimberley and Price consist of a division that produces and sells breakfast
cereals and another that manufactures gardening tools. Each of these businesses
is called a __________. market segment strategic business unit (SBU) question mark prospect product portfolio (Page Ref: 42) Points Received: 5 of 5 Comments:Question 5. Question
: __________ are a type of SBU
that often require heavy investments to finance their rapid growth. Cash cows Question marks Stars Dogs Bears (Page Ref: 42) Points Received: 5 of 5 Comments:Question 6. Question
: Which of the following follows
a customer-centered “sense-and-respond” philosophy rather than a
product-centered “make-and-sell” philosophy? Market segmentation The production concept The marketing concept The inside-out perspective Marketing myopia (Page Ref: 10) Points Received: 5 of 5 Comments:Question 7. Question
: Which of the following
marketing orientations holds that achieving organizational goals depends on
knowing the needs and wants of target markets and delivering the desired
satisfactions better than competitors do? The product concept The production concept The selling concept The marketing concept The societal marketing concept (Page Ref: 10) Points Received: 5 of 5 Comments:Question 8. Question
: A firm that uses the selling
concept takes a(n) __________ approach. outside-in niche marketing inside-out societal marketing customer-driven (Page Ref: 10) Points Received: 5 of 5 Comments:Question 9. Question
: __________ is determined by a
customer’s evaluation of the benefits and costs of a market offering relative
to those of competing offers. Customer-perceived value Customer lifetime value Share of customer Customer-managed relationship Brand value proposition (Page Ref: 12) Points Received: 5 of 5 Comments:Question 10. Question
: Hank is an assistant marketing
director for a firm in a market with many low-margin customers. What type of
relationship with these customers would be the most profitable for him? Full partnerships Basic relationships Causal relationships Club marketing programs Inverse relationships (Page Ref: 15) Points Received: 5 of 5 Comments:Question 11. Question
: The set of marketing tools a
firm uses to implement its marketing strategy is called the _________. promotion mix product mix marketing mix market offering marketing effort (Page Ref: 12) Points Received: 5 of 5 Comments:Question 12. Question
: A women’s apparel manufacturer
in California recently acquired a Houston-based company that manufactures
office furniture. This is an example of __________. product development market development market penetration diversification product differentiation (Page Ref: 45) Points Received: 5 of 5 Comments:Question 13. Question
: The managers of Arrow, an
American retail chain, are currently reviewing new demographic markets to sell
the firm’s current products. This is an example of __________. market penetration product development mass marketing market development product adaptation (Page Ref: 45) Points Received: 5 of 5 Comments:Question 14. Question
: The Really Tasteless Frozen
Food Company has decided that, based on the financial projections, they are not
going to be required to make any adjustments in their contribution margins.
Identify the part of the marketing mix most closely identified with this
activity. Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Process Points Received: 5 of 5 Comments:Question 15. Question
: Sony Electronics has
determined that because home theater products have gotten so complex, they are
going to include an automated setup process built into each TV. What part of
the marketing mix does this describe? Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Process Points Received: 0 of 5 Comments:Question 16. Question
: Its About Time, an online
vintage clothing store, encourages its customers to create an avatar that can
be dressed in clothing typical of the products sold on the site. What part of
the marketing mix does the avatar best represent? Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Process Points Received: 5 of 5 Comments:Question 17. Question
: The Marketing Director for
Terrible Tours just bought a series of commercials on the Today Show and a run
of print ads in the AARP magazine. Which part of the marketing mix best
describes this activity? Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Process Points Received: 5 of 5 Comments:Question 18. Question
: Coronary Foods has contracted
with UPS to manage all their shipping, warehousing, and store deliveries,
including stocking the shelves at big box stores. What part of the marketing
mix is UPS providing? Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Process Points Received: 5 of 5 Comments:Question 19. Question
: The Farmers Pantry, an
all-natural grocery store and bakery, has launched a bottom-up customer service
model empowering frontline employees to solve most customer complaints, even
those that are somewhat complex. What part of the marketing mix does this
describe? Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Process Points Received: 5 of 5 Comments:Question 20. Question
: Golden Oldies, an online music
store specializing in classic rock n roll, developed an algorithm that
predicts what albums, posters, and books will appeal to a buyer based on the
answers to a few questions about the 1960s. What part of the marketing mix is
Golden Oldies employing? Product Price Promotion People Place (distribution/logistics) Proof (physical evidence) Processquiz 2A marketer wanting to determine business buyer behavior is
most likely to ask which of the following questions? Are
buyers sensitive toward price changes in consumer markets? What
are the major influences on buyers? Are
niche markets more profitable than mass markets? How
do interpersonal factors affect organizational performance? Is
the role of gatekeepers relevant in the international business environment?
(Page Ref: 171) Points Received: 5 of 5 Comments: Question 2. Question
: Mary Adams is helping her company develop a marketing
program for a new product line. The program is designed to appeal most to less
materialistic consumer groups who are likely to prize experience, not
acquisition. The marketing program is most likely designed to appeal to which
of the following demographic groups? Generation
X Millennials Echo
Boomers Silent
Generation Lost
Generation (Page Ref: 72POOL 3) Points Received: 5 of 5 Comments: Question 3. Question
: The single most important demographic trend in the United
States is the __________. changing
age structure of the population mobility
of families changing
family structure of the population increasing
number of professional jobs increasing
birth rate (Page Ref: 70) Points Received: 5 of 5 Comments: Question 4. Question
: Which of the following is true of Gen Xers? They
are considerably larger than the boomer generation. They
were the first to grow up in the Internet era. They
are less educated than the Baby Boomers. They are more materialistic than
the Millennials. They
rarely research a product before purchasing it. (Page Ref: 72) Points Received: 0 of 5 Comments: Question 5. Question
: In __________ research, the objective is to gather
preliminary information that will help define the problem and suggest
hypotheses. exploratory statistical causal analytic descriptive
(Page Ref: 103) Points Received: 5 of 5 Comments: Question 6. Question
: Which of the following is true with regard to marketing
research? The
marketing research process depends primarily on sophisticated internal
databases. The
marketing research process requires assessing macroeconomic forces. Marketing
research gives marketers insights into customer motivations. Marketing
research eliminates the need for a SWOT analysis. Marketing
research is a simple two-step process. (Page Ref: 103) Points Received: 5 of 5 Comments: Question 7. Question
: JoAnn Fabrics Inc. has created a new combination of colors
and fabric types. The firm wants to know how consumers will perceive the new
product. The firm is concerned with the product __________. idea displacement image activation placement
(Page Ref: 264) Points Received: 5 of 5 Comments: Question 8. Question
: Nike produces shoes out of “environmentally preferred
materials”, recycles old sneakers, and educates young people about
conserving, reusing, and recycling. Nike is practicing: IN
new clean technology. design
for environment. corporate
social responsibility. brand
imaging. pollution
prevention. Points Received: 0 of 5 Comments: Question 9. Question
: __________ segmentation has long been used in clothing,
cosmetics, toiletries, and magazines. Behavioral Gender Benefit Occasion Geographic
(Page Ref: 193) Points Received: 5 of 5 Comments: Question 10. Question
: __________ consists of activities undertaken to create,
maintain, or change the attitudes and behaviors of target consumers toward an
organization. Social
networking Organization
marketing Niche
marketing Puffery Organizational
learning (Page Ref: 228) Points Received: 5 of 5 Comments: Question 11. Question
: The Farmers Pantry, an all-natural upscale grocery store,
tends to cater to a well-educated, upper-middle-class clientele. The stores use
streaming video from the farms and fishing boats that supply their products
directly to their customers phones via hash tags. What environmental force is
Farmers Pantry leveraging? Technological Social Political Economic CompetitionPOOL 9 Points Received: 5 of 5 Comments: Question 12. Question
: Responding to very strict green legislation, the chemical
firm Atticus Environmental is touting the safety of its consumer-based
vegetable garden insecticide, claiming it bio-degrades in 90 days, which is
twice as fast as required by the new law. Which environmental factor is the
firm hoping to leverage for additional sales? Technological Social Political Economic Competition Points Received: 5 of 5 Comments: Question 13. Question
: Taking advantage of the trend in multi-generational housing,
Madison Builders is aggressively marketing its home within a home concept,
which features a grandparents mini-home incorporated into a large
single-family house. Which environmental force is Madison Builders counting on
for its future home sales? Technological Social Political Economic Competition Points Received: 5 of 5 Comments: Question 14. Question
: FlashFlix, a streaming movie service, created a blog to help
parents on budget plan movie at home parties for their kids and their
friends, offering prizes to the best blog story about how the family was coping
with a tight budget. To which environmental force is FlashFlix reacting? Technological Social Political Economic Competition Points Received: 5 of 5 Comments: Question 15. Question
: Casey has finally finished his Saturday chores and is
preparing for a little me time away from the house and family. He and his
wife have agreed on a budget of $50 for his weekly Saturday outings with his
buddies. They are debating whether to play golf, watch the game at the local
sports bar, or visit the car show as they only have funds for one of these.
What environmental force are Casey and his friends experiencing? Technological Social Political Economic Competition Points Received: 5 of 5 Comments: Question 16. Question
: Select the definition that best describes the concept of a
persona. A set of psychological traits
used in identifying advertising. A
fictional name and set of characteristics describing a market segment. The
demographic traits of a group of consumers. A
set of characteristics used in setting price. A
segmentation strategy based on the beliefs of consumer. Points Received: 0 of 5 Comments: Question 17. Question
: The quantitative (numerical) segmentation factors that help
a marketing manager decide where, and to whom, to sell the firms products such
as age, race, gender, and income are known as: lifestyle
choices. communications
planning. demographics. market
planning. numeric
profile. Points Received: 5 of 5 Comments: Question 18. Question
: Pattys Party Palace plans all year for their Halloween
spectacular specializing in adult versions of animated characters such as Snow
White and the Little Mermaid. Which subset of behavioristic segmentation would
Patty most likely use? Heavy/light
user Price Psychographic Occasion Holiday Points Received: 0 of 5 Comments: Question 19. Question
: Research and experience shows that most supermarkets are
able to draw customers from approximately a five mile radius; however, Traders
Joes draws from a much larger area due to their image and special products. If
Trader Joes uses this phenomenon in developing a persona for a group of
customers, this would be an example of what type of segmentation? Psychographic Demographic Branded Price Geographic Points Received: 5 of 5 Comments: Question 20. Question
: The firm that makes Betty Sues Down Home Pork Rinds found
that their best customers enjoy NASCAR, pro wrestling, family gatherings, and
are politically conservative. These are considered to be the __________ of the
market segment demographics psychographics
or lifestyle social
planning elements customer
attributes media
choicesquiz 3Which of the following is most likely a
manufacturer-sponsored retailer franchise system? International
fast food chains like McDonalds and Pizza Hut Starbucks
outlets operating within Target stores Toyota
and its network of independent franchised dealers Licensed
bottlers that bottle and sell soft drinks to retailers Hotel
chains like the Ritz Carlton and Shangri-La (Page Ref: 347) Points Received: 5 of 5 Comments: Question 2. Question
: Ford and its network of independent franchised dealers is an
example of a __________. manufacturer-sponsored
retailer franchise system manufacturer-sponsored
wholesaler franchise system service-firm-sponsored
retailer franchise system service-firm-sponsored
equity strategic alliance manufacturer-and-service-sponsored
joint venture (Page Ref: 346) Points Received: 5 of 5 Comments: Question 3. Question
: Which of the following is an advantage of adding new
channels in a multichannel distribution system? Limiting
market complexity Reducing
control over the system Expanding
sales and market coverage Decreasing
marketing needs and costs Minimizing
mass customization of products (Page Ref: 349) Points Received: 5 of 5 Comments: Question 4. Question
: George is buying his first house. He has spent a month
looking at houses and comparing them on attributes such as price and location.
He has contacted several real estate agents to look at different types of
houses. George is most likely exhibiting __________. variety-seeking
buying behavior complex
buying behavior consumer
capitalism dissonance-reducing
buying behavior marketing
myopia (Page Ref: 150) Points Received: 5 of 5 Comments: Question 5. Question
: A particular automobile company works to keep its customers
happy after each sale, aiming to delight each one of them in order to increase
their customer lifetime value. Which of the following steps of the buyer
decision process does the company exemplify? Need
recognition Information
search Evaluation
of alternatives Purchase
decision Post-purchase
behavior (Page Ref: 155POOL 3) Points Received: 5 of 5 Comments: Question 6. Question
: Relative advantage, compatibility, complexity, divisibility,
and communicability are all characteristics of __________. alternative
evaluations the
degree of buyer involvement a
product’s rate of adoption unexpected
situational factors postpurchase
behaviors (Page Ref: 157-158) Points Received: 5 of 5 Comments: Question 7. Question
: Which type of retailer is most likely to require its
employees to focus most on assisting customers as they shop? Self-service
retailer Full-service
retailer Off-price
retailer Limited-service
retailer Convenience
retailer (Page Ref: 376) Points Received: 5 of 5 Comments: Question 8. Question
: Multiprint, a printer manufacturing firm, sells ink
cartridges for each of its specific models. Only Multiprint cartridges are
compatible with Multiprint printers, and no two of the firm’s models share the
same specifications. What type of pricing does Multiprint use? Product
line pricing Optional
product pricing Captive
product pricing By-product
pricing Product
bundle pricing (Page Ref: 316) Points Received: 5 of 5 Comments: Question 9. Question
: Retailers such as Costco and Walmart charge a constant,
daily low price with few or no temporary price discounts. This is an example of
__________. competition-based
pricing everyday
low pricing cost-plus
pricing break-even
pricing penetration
pricing (Page Ref: 293) Points Received: 5 of 5 Comments: Question 10. Question
: Department stores such as Kohl’s and Macy’s practice
high-low pricing by __________. charging
a constant, everyday low price providing
few or no temporary price discounts increasing
prices temporarily on select products having
frequent sale days for store credit card holders underpricing
most consumer items (Page Ref: 293) Points Received: 5 of 5 Comments: Question 11. Question
: Competitors are most likely to react to a price change when
__________. a
large number of competitors are involved the
product is uniform the
buyers are not well informed about product features buyers
are not well informed about price differences the
products are not uniform (Page Ref: 326) Points Received: 5 of 5 Comments: Question 12. Question
: Most companies are started by individuals who live by their
wits. They visualize an opportunity, take risks, and knock on every door to
gain attention. Which of the following stages in marketing strategy is being
illustrated here? Exponential
marketing Formulated
marketing Entrepreneurial
marketing Affinity
marketing Ambush
marketing (Page Ref: 535POOL 5) Points Received: 5 of 5 Comments: Question 13. Question
: When a competitor cuts its price, a company should
__________ if it believes it will not lose much market share or would lose too
much profit by cutting its own prices. reduce
its production costs reduce
its marketing costs maintain
its current prices and profit margin increase
its marketing budget to raise the perceived value of the product increase
its production costs to improve the quality of the product (Page Ref: 327) Points Received: 0 of 5 Comments: Question 14. Question
: A university enrolled 200 graduate students in the Fall of
2011. However, the enrollment rate was only slightly affected following a 12
percent hike in tuition the following Fall. This illustrates a(n) __________
demand. derived negative highly
elastic composite inelastic
(Page Ref: 168POOL 6) Points Received: 5 of 5 Comments: Question 15. Question
: Canine Couture is launching a new line of hand-stitched
doggy duds made from silk, cashmere, and linen. Couture has intentionally
limited production and set prices for the new line at about four times the
average price for other pet clothes in hopes of creating a prestige line. What
pricing strategy is Canine Couture using? Cost-plus Value-added Product
line Skimming Segmented Points Received: 5 of 5 Comments: Question 16. Question
: What concept does the following formula percent of change
in quantity divided by the percent of change in price represent? Breakeven Contribution
margin Price
mark-up Elasticity Marginal
analysis Points Received: 5 of 5 Comments: Question 17. Question
: Sam was visiting her grandparents during Spring Break and
was appalled when they insisted on going to dinner at 5:30 to get the Early
Bird Specials. What type of pricing strategy is making Sam insane? Value-added Everyday
low prices Skimming Segmented Cost-plus Points Received: 5 of 5 Comments: Question 18. Question
: John and Robin run a small, but trendy, craft beer and pizza
restaurant in a part of town that has a number of nighttime and dining options.
The couple are discussing raising their prices on their pint and slice
after-work special; however, they are concerned that their customers may decide
that the new price is too high and sales will drop. What pricing concept is
worrying John and Robin? Consumer
constructivism Everyday
low prices Elasticity Skimming Cost-plus Psychological
pricing Points Received: 0 of 5 Comments: Question 19. Question
: Reindeer Games, a new Christmas-themed video, pizza, and ice
cream restaurant targeting families with young children, is located in an area
that is also home to Chucky Cheese and a bounce activity center. As both of the
latter are well established, the owner of Reindeer Games decided to launch her
business with pricing on games and pizza parties about 20% lower than her
competitors. What pricing strategy is Reindeer Games using for their launch? Value-added Everyday
low prices Penetration Skimming Segmented Cost-plus Question 20. Question
: Cats and Rats is a tablet game that allows players to be one
or the other and try to outsmart their opponents. In order to win, the players
need an occasional energy boost in the form of a nap, which is free, or the
player can pay for Cat Treats or Cheese Nibbles for their cat or rat. What form
of pricing is this? Penetration Value-added Freemium Skimming Segmented Points Received: 0 of 5 Comments: A(n) __________ is a set of symbols that the sender
transmits. encoder feedback
loop message media decoder
(Page Ref: 415) Question 2. Question
: An appeal that attempts to stir up either negative or
positive sentiments that can motivate purchase is called a(n) __________
appeal. rational structural emotional moral standard
(Page Ref: 417) Question 3. Question
: Display media includes __________. newspapers magazines television company
websites billboards
(Page Ref: 419) Question 4. Question
: __________ is very believable because news stories,
features, sponsorships, and events seem more real and believable to readers
than ads do. Differentiated
marketing Public
relations Direct
marketing Sales
promotion Personal
selling (Page Ref: 425) Question 5. Question
: HP’s advertising agency assembles words and illustrations
into an advertisement that conveys the company’s intended brand message. In the
context of the communication process, HP is __________. messaging encoding sending decoding responding
(Page Ref: 415) Question 6. Question
: Kathy Champe, a public relations specialist for a regional
chain of pharmacies, regularly contacts members of the local and state-wide media
with information about community events and charity fundraisers sponsored by
her company. This is an example of the __________ function of public relations. press
relations product
publicity investor
relations lobbying development
(Page Ref: 454) Question 7. Question
: Which of the following is true about the customer sales
force structure? Customer
sales force structure is a combination of territorial sales force structure and
product sales force structure. Each
salesperson is assigned to an exclusive geographic area and sells the company’s
full line of products or services to all customers in that territory. Salespersons
specialize in only a particular product line as the company produces numerous
and complex products. Companies
using customer sales force structure tend to ignore the importance of long-term
relationship building with customers. Separate
sales forces are set up for different industries, serving current customers
versus finding new ones, and serving major accounts versus regular accounts.
(Page Ref: 469) Question 8. Question
: Which of the following statements is most likely true about
radio as an advertising medium? Radio
advertising is typically quite expensive. Radio
ensures good attention from the target audience. Radio
offers very low audience selectivity. Radio
prohibits the use of segmentation strategies. Radio
advertising is characterized by good local acceptance. (Page Ref: 447) Question 9. Question
: Which of the following is a disadvantage of using direct
mail as an advertising medium? IN
Low audience selectivity No
flexibility Severe
ad competition Relatively
high cost per exposure Lack
of personalization (Page Ref: 447) Question 10. Question
: A Spanish-language channel runs its ads only in Hispanic
neighborhoods. This is an example of __________. broadcasting buzz
marketing narrowcasting media
multitasking personal
selling (Page Ref: 448) Question 11. Question
: Monty Boyd, an account manager, travels frequently on West
Coast Airlines. Monty earns points for every mile he flies, and he will soon
have enough points to receive a free airline ticket. West Coast Airlines is
attempting to build a strong customer relationship with Monty through a
__________. trade
promotion promotional
product rebate
offer point-of-purchase
promotion frequency
marketing program (Page Ref: 483) Question 12. Question
: Which of the following questions would help a marketer
evaluate the return on a sales promotion investment? Was
the sales force successful in filtering out the good prospects from the poor
ones? Did
customers enjoy the events associated with the promotion? Did
customers receive high-quality promotional products? Did
the promotion attract new customers or more purchasing from current customers? Were
channel intermediaries effectively positioned to ensure a seamless supply of
products? (Page Ref: 488) Question 13. Question
: Which of the following is a potential drawback of using
web-based technologies for making sales presentations and servicing accounts? Web-based
technologies lower the overall efficiency of salespeople. The
cost of the technology outweighs the advantages gained through eliminating
travel. Web-based
technologies can intimidate salespeople or clients who are unfamiliar with
them. Salespeople
who use web-based technologies tend to be less attentive to customer needs. Online
selling usually takes more time than direct selling. (Page Ref: 477) Question 14. Question
: Which of the following best explains why companies are
adopting the team selling approach to service large, complex accounts? Products
have become too complicated for one salesperson to handle a large company’s
needs. Customers
prefer dealing with many salespeople rather than one sales representative. Job
rotation, an integral part of team selling, keeps workers motivated and boosts
their morale. Team
selling facilitates the evaluation of individual contributions. With
team selling, companies are not required to train the outside sales force any
longer. (Page Ref: 471) Question 15. Question
: A five-foot-high cardboard display of Terry the polar bear,
mascot of Terry’s protein shake, next to the shelf containing Terry’s products
in a supermarket, is an example of a(n) __________. sample point-of-purchase
promotion business
promotion IN advertising specialty rebate
(Page Ref: 484) Question 16. Question
: All of the following are forms of direct marketing EXCEPT
__________. personal
selling point-of-purchase
promotion telemarketing direct-mail
marketing kiosk
marketing (Page Ref: 500) Question 17. Question
: Which of the following terms refers to a 30-minute
television advertising program that markets a single product? Social
media Digital
catalog Telemarketing Blog Infomercial
(Page Ref: 503) Question 18. Question
: Florian Fasteners recently introduced a new line of
products. In order to promote its product, it sent samples to the addresses of
a few select customers. Which of the following types of marketing is evident
from this example? Direct-mail
marketing Telephone
marketing Direct-response
TV marketing Mobile
marketing Kiosk
marketing (Page Ref: 518) Question 19. Question
: How has do-not-call legislation helped direct marketers? Marketers
are compensated by the Federal Trade Commission for lost sales caused by the
laws. Direct
marketers have outsourced their activities to firms that are exempt from such
laws. Direct
marketers have developed kiosks as an alternative to telemarketing. Telemarketers
are allowed to call customers for a small fee. Telemarketers
have developed opt-in calling systems. (Page Ref: 503) Question 20. Question
: Green Gardens is a click-and-mortar company that sells
gardening and landscaping goods and equipment. When customers are unable to
find a product they need on the shelves of their local Green Gardens store,
customers order the product online with the help of the in-store ordering
machine. Which of the following best describes the ordering machine? Kiosk IN Digital catalog Podcast Tablet Online
networks (Page Ref: 504)

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