14 Aug ONLINE EXAM 1_01 LATEST OCT’2015Part 1 of 1 – 100.0/ 100.0 PointsQuestion 1 of 2

ONLINE EXAM 1_01 LATEST OCT’2015Part 1 of 1 – 100.0/ 100.0 PointsQuestion 1 of 20 5.0/ 5.0 PointsWhen eBay and Amazon.com cut out the majority of middlemen that normally would participate in the exchange process, it is an example of:A. deregulation. B. reverse auctioning. C. reintermediation. D. disintermediation.Question 2 of 20 5.0/ 5.0 PointsWhich of the following is one of the five major characteristics of good mission statements?A. They focus on a large number of goals. B. They expand the range of individual employee discretion. C. They define the major competitive spheres within which the company will operate. D. They take a short-term view.Question 3 of 20 5.0/ 5.0 PointsWhich of the following holds that consumers prefer products that are widely available and inexpensive?A. The product concept B. The production concept C. The selling concept D. The marketing conceptQuestion 4 of 20 5.0/ 5.0 PointsJames Frank has been put in charge of gathering marketing intelligence, disseminating it within his organization, and eventually directing action on the information. Mr. Frank’s task is best described as part of the:A. market-sensing process. B. new-offering realization process. C. customer acquisition process. D. customer relationship management process.Question 5 of 20 5.0/ 5.0 PointsMichael Porter’s value chain would identify which of the following as a support activity?A. Shipping out final products B. Marketing products C. Procurement D. Servicing productsQuestion 6 of 20 5.0/ 5.0 PointsA __________ is a cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries.A. metamarket B. vertically integrated market C. horizontally integrated market D. marketspaceQuestion 7 of 20 5.0/ 5.0 PointsWhen companies measure the number of people who are willing and able to buy their products, they are measuring:A. demand. B. price elasticity. C. real needs. D. standard of living.Question 8 of 20 5.0/ 5.0 PointsA characteristic of a __________ is that it can be a single business or collection of related businesses that can be planned separately from the rest of the company.A. strategic business unit B. subsidiary unit C. merged unit D. niche market unitQuestion 9 of 20 5.0/ 5.0 PointsThe __________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.A. organizational plan B. strategic marketing plan C. corporate tactical plan D. corporate missionQuestion 10 of 20 5.0/ 5.0 PointsThe marketing plan, the central instrument for directing and coordinating the marketing effort, operates at __________ levels.A. functional and operational B. strategic and tactical C. corporate and operational D. customer and expenditureQuestion 11 of 20 5.0/ 5.0 PointsThe __________ is the channel stretching from raw materials to components to final products that are carried to final buyers.A. communication channel B. distribution channel C. supply chain D. service chainQuestion 12 of 20 5.0/ 5.0 PointsThe holistic marketing framework is designed to address three key management questions. Which of the following is one of those questions?A. Value claimshow does the company deal with value clutter? B. Value propositionhow can value propositions be made profitable? C. Value erosionare there weak links in the company’s value chain? D. Value explorationhow can a company identify new value opportunities?Question 13 of 20 5.0/ 5.0 PointsAs economies advance, a growing proportion of their activities focuses on the production of:A. products. B. events. C. experiences. D. services.Question 14 of 20 5.0/ 5.0 PointsIf a marketer uses warehouses, transportation companies, banks, and insurance companies to facilitate transactions with potential buyers, the marketer is using a:A. service channel. B. distribution channel. C. communication channel. D. relationship channel.Question 15 of 20 5.0/ 5.0 Points__________ has three characteristics: (1) it is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits; (2) it has applications in a wide variety of markets; and (3) it is difficult for competitors to imitate.A. Core competency B. Market sensing process C. Corporate social responsibility D. Strategic business unitQuestion 16 of 20 5.0/ 5.0 PointsWhat are hollow corporations?A. Companies that market their products through franchisees B. Companies that have liabilities exceeding their assets C. Companies that outsource all production to suppliers D. Companies that do not have any physical presence and only operate onlineQuestion 17 of 20 5.0/ 5.0 PointsJanet is very upset that she can’t get tickets to the Rolling Stones concert because they are sold out. Which of the following demand states applies to Janet’s situation?A. Nonexistent demand B. Latent demand C. Full demand D. Overfull demandQuestion 18 of 20 5.0/ 5.0 PointsValue delivery process can be divided into three phases, out of which “choosing the value” implies __________, which is the essence of strategic marketing.A. segmentation, developing, and delivering B. targeting, positioning, and communicating C. targeting, positioning, and delivering D. segmentation, targeting, and positioningQuestion 19 of 20 5.0/ 5.0 PointsThe last step in the value creation and delivery sequence is __________ the value where the sales force, sales promotion, advertising, and other communication tools announce and promote the product.A. developing B. positioning C. communicating D. reversingQuestion 20 of 20 5.0/ 5.0 PointsThe __________ in the value chain cover the sequence of bringing materials into the business (inbound logistics), converting them into final products (operations), shipping out final products (outbound logistics), marketing them (marketing and sales), and servicing them (service).A. operations processes B. manufacturing processes C. primary activities D. secondary activitiesONLINE EXAM 2_02 LATEST OCT’2015Part 1 of 1 – 100.0/ 100.0 PointsQuestion 1 of 20 5.0/ 5.0 PointsThe most scientifically valid research is __________ research.A. observation B. focus-group C. survey D. experimentalQuestion 2 of 20 5.0/ 5.0 PointsThe marketing research process begins by:A. developing a research plan. B. defining the problem, the decision alternatives, and research objectives. C. analyzing the internal environment. D. reading marketing research journals.Question 3 of 20 5.0/ 5.0 PointsA __________ is “unpredictable, short-lived, and without social, economic, and political significance.”A. fad B. fashion C. trend D. megatrendQuestion 4 of 20 5.0/ 5.0 PointsA field-service firm is a:A. custom marketing research firm. B. syndicated-service research firm. C. specialty-line marketing research firm. D. consumer marketing research firm.Question 5 of 20 5.0/ 5.0 PointsThe demand estimates of an organization are comprised of five space levels: They are world, country, region, territory, and:A. zone. B. organization. C. customer. D. product.Question 6 of 20 5.0/ 5.0 PointsThe heart of the internal records system is the:A. payroll system. B. purchase order cycle. C. order-to-payment cycle. D. expense cycle.Question 7 of 20 5.0/ 5.0 PointsAccording to the concept of __________, a series of increasingly more specific “why” questions can reveal consumer motivation and consumers’ deeper, more abstract goals.A. word association B. projection C. visualizing D. ladderingQuestion 8 of 20 5.0/ 5.0 Points__________ are data that were collected for another purpose and already exist.A. Primary data B. Secondary data C. Primitive data D. Cross-sectional dataQuestion 9 of 20 5.0/ 5.0 PointsIn which qualitative method are subjects asked to complete an incomplete stimulus?A. Word association B. Projective techniques C. Visualization D. Brand personificationQuestion 10 of 20 5.0/ 5.0 PointsIn the United States, people born between the years __________ are called boomers.A. 1978 and 2002 B. 1946 and 1964 C. 1925 and 1945 D. 1965 and 1985Question 11 of 20 5.0/ 5.0 Points__________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned.A. Tachistoscopes B. Polygraphs C. GPS systems D. AudiometersQuestion 12 of 20 5.0/ 5.0 PointsA __________ has been defined as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.A. marketing metric B. marketing channel system C. marketing decision support system D. marketing research systemQuestion 13 of 20 5.0/ 5.0 Points__________ beliefs and values are passed from parents to children and reinforced by social institutionsschools, churches, businesses, and governments; they are very difficult to change.A. Transient B. Secondary C. Protected D. CoreQuestion 14 of 20 5.0/ 5.0 PointsWhy must the researchers avoid generalizing from focus-group participants to the whole market?A. Participants’ responses are not reliable. B. Most of the participants are likely to be ignorant about the topic of discussion. C. The size of the group is too small and the sample is not drawn randomly. D. Most of the participants are likely to exhibit similar tastes and preferences.Question 15 of 20 5.0/ 5.0 PointsThe sites which offer positive or negative product or service reviews and are built by the retailers of a particular product or service are called:A. combo sites. B. distributor or sales agent feedback sites. C. public blogs. D. independent service review forums.Question 16 of 20 5.0/ 5.0 PointsThe __________ begins with sales representatives and dealers sending orders to firms and is followed by the sales department preparing invoices, and finally generating shipping and billing documents which are then sent to various departments.A. payroll system B. market research process C. human resources system D. order-to-payment cycleQuestion 17 of 20 5.0/ 5.0 Points__________ refer to groups of individuals who are born during the same time period and travel through life together.A. Cohorts B. Populations C. Clans D. SocietiesQuestion 18 of 20 5.0/ 5.0 PointsA company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using __________ to improve the quality of its marketing intelligence.A. sales-force surrogates B. intermediaries C. external networks D. advisory panelsQuestion 19 of 20 5.0/ 5.0 PointsThe internal records system supplies results data, but the marketing intelligence system supplies __________ data.A. internal B. revenue C. thematic D. happeningsQuestion 20 of 20 5.0/ 5.0 PointsThe __________ market is the set of consumers with an adequate interest, income, and access to a particular offer.A. potential B. available C. target D. penetratedONLINE EXAM 3_03 LATEST OCT’2015Part 1 of 1 – 100.0/ 100.0 PointsQuestion 1 of 20 5.0/ 5.0 PointsUltimately, the amount of steel sold to General Motors depends on the consumers’ demand for GM cars and trucks. From the standpoint of the steel manufacturer, which of the following demand forms is most pertinent?A. Derived demand B. Inelastic demand C. Geographic demand D. Relational demandQuestion 2 of 20 5.0/ 5.0 PointsThe 80-20 rule reflects the idea that:A. 20% of the company’s profits are generated by the top 80% of customers. B. the top 20% of customers are highly satisfied and 80% of customers will recommend the company to a friend. C. 20% of customers are unprofitable, and 80% make up a company’s profits. D. the top 20% of customers often generate 80% of the company’s profits.Question 3 of 20 5.0/ 5.0 Points__________ is based on the premise that marketers can no longer use “interruption marketing” via mass media campaigns.A. Relationship marketing B. Permission marketing C. Database marketing D. Internet marketingQuestion 4 of 20 5.0/ 5.0 Points__________ portrays the “whole person” interacting with his or her environment.A. Attitude B. Personality C. Lifestyle D. Self-conceptQuestion 5 of 20 5.0/ 5.0 PointsWhich of the following is a stage in a straight rebuy situation?A. Problem recognition B. General need description C. Product specification D. Supplier searchQuestion 6 of 20 5.0/ 5.0 PointsWith the __________ heuristic, the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes.A. conjunctive B. lexicographic C. elimination-by-aspects D. primaryQuestion 7 of 20 5.0/ 5.0 PointsOn an online __________, prices change by the minute.A. buying alliance B. barter market C. systems seller D. spot marketQuestion 8 of 20 5.0/ 5.0 Points__________ refers to the manner in which consumers code, categorize, and evaluate financial outcomes of choices.A. Cost accounting B. Financial accounting C. Behavioral accounting D. Mental accountingQuestion 9 of 20 5.0/ 5.0 PointsMarketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called:A. market partitioning. B. brand association. C. market valuation. D. market estimation.Question 10 of 20 5.0/ 5.0 PointsAt the top of Maslow’s hierarchy of needs (shown as a pyramid in the textbook) are __________ needs.A. esteem B. self-actualization C. social D. safetyQuestion 11 of 20 5.0/ 5.0 Points__________ is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering.A. Total customer cost B. Total customer benefit C. Total benefits of ownership D. Value propositionQuestion 12 of 20 5.0/ 5.0 PointsA(n) __________ group is one whose values or behavior an individual rejects.A. aspirational B. disassociative C. membership D. primaryQuestion 13 of 20 5.0/ 5.0 PointsThe __________ approach to consumer research asks customers to attach a monetary value to alternative levels of a given attribute. The value of a given configuration is determined by adding the average values of each of the given attributes.A. benchmarking B. compositional C. importance rating D. focus-groupQuestion 14 of 20 5.0/ 5.0 PointsIn reordering office supplies, the only stages that the buyer passes through are the product specification stage and the __________ stage.A. problem recognition B. general need description C. order-routine specification D. performance reviewQuestion 15 of 20 5.0/ 5.0 Points__________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.A. Demand theory B. Learning theory C. Economic theory D. Psychological theoryQuestion 16 of 20 5.0/ 5.0 PointsA company’s __________ includes all the experiences the customer will have on the way to obtaining and using the offering.A. value proposition B. value delivery system C. customer-value analysis D. total customer benefitQuestion 17 of 20 5.0/ 5.0 PointsThe __________ says people have a general tendency to attribute success to themselves and failure to external causes.A. availability heuristic B. trait-role theory C. awareness set D. hedonic biasQuestion 18 of 20 5.0/ 5.0 PointsBrands that meet consumers’ initial buying criteria are called the:A. total set. B. awareness set. C. consideration set. D. choice set.Question 19 of 20 5.0/ 5.0 Points__________ is a key industrial marketing strategy in bidding to build large-scale industrial products such as dams, pipelines, etc.A. Systems contracting B. Systems buying C. Systems selling D. Solutions buyingQuestion 20 of 20 5.0/ 5.0 PointsIn the purchasing decision process, the major role of __________ is in selecting vendors and negotiating.A. gatekeepers B. buyers C. initiators D. approversONLINE EXAM 5_05 LATEST OCT’2015Part 1 of 2 – 50.0/ 50.0 PointsQuestion 1 of 40 2.5/ 2.5 PointsAccording to brand asset valuator model, leadership brands show:A. high levels of energy, differentiation, relevance, knowledge, and esteem. B. higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still. C. higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still. D. low levels on energy, differentiation, relevance, knowledge, and esteem.Question 2 of 40 2.5/ 2.5 PointsWith respect to the “six brand building blocks,” __________ signifies how well the product or service meets customers’ functional needs.A. brand judgment B. brand imagery C. brand salience D. brand performanceQuestion 3 of 40 2.5/ 2.5 Points__________ refers to the products or sets of products with which a brand competes and which function as close substitutes.A. Consumer profitability analysis B. Competitive frame of reference C. Category membership D. Value membershipQuestion 4 of 40 2.5/ 2.5 Points__________ is the job of estimating the total financial worth of the brand.A. Brand tracking B. Brand auditing C. Brand equity D. Brand valuationQuestion 5 of 40 2.5/ 2.5 PointsMark feels that Shell delivers on its promises to supply the best gasoline possible to the public. His experiences with Shell have always been good, resulting in positive brand contact. Mark is most likely experiencing:A. brand bonding. B. brand essence. C. brand harmonization. D. brand parity.Question 6 of 40 2.5/ 2.5 PointsBrand __________ is the added value endowed to products and services.A. loyalty B. equity C. preference D. identityQuestion 7 of 40 2.5/ 2.5 PointsWhich of the following statements about the branding guidelines for a small business is true?A. A small business must creatively conduct low-cost marketing research. B. A small business must avoid leveraging secondary brand associations. C. A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image. D. A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers.Question 8 of 40 2.5/ 2.5 PointsIf a consumer, trying to decide between alternatives, believes that a particular brand delivers acceptable product performance and can be short-listed, she is in the __________ level of the brand dynamics pyramid.A. presence B. relevance C. performance D. advantageQuestion 9 of 40 2.5/ 2.5 PointsWhich of the following types of differentiation refers to companies effectively designing their distribution medium’s coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?A. Service differentiation B. Channel differentiation C. Image differentiation D. Product differentiationQuestion 10 of 40 2.5/ 2.5 Points__________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.A. Consumer profitability analysis B. Competitor indexing C. The service blueprint D. The competitive frame of referenceQuestion 11 of 40 2.5/ 2.5 PointsA supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its:A. innovativeness. B. reliability. C. insensitivity. D. resilience.Question 12 of 40 2.5/ 2.5 PointsBranding is:A. all about creating unanimity between products. B. the process of performing market research and selling products or services to customers. C. endowing products and services with the power of a brand. D. the process of comparing competing brands available in the market.Question 13 of 40 2.5/ 2.5 PointsThe first step in the strategic brand management process is:A. measuring consumer brand loyalty. B. identifying and establishing brand positioning. C. planning and implementing brand marketing. D. measuring and interpreting brand performance.Question 14 of 40 2.5/ 2.5 Points__________ is the differential effect that brand knowledge has on consumer response to the marketing of that brand.A. Mission-driven brand equity B. Customer-based brand equity C. Product-driven brand equity D. Service-driven brand equityQuestion 15 of 40 2.5/ 2.5 PointsAccording to the brand asset valuator model, which of the components of brand equity measures how aware and familiar consumers are with the brand?A. Esteem B. Energized differentiation C. Relevance D. KnowledgeQuestion 16 of 40 2.5/ 2.5 PointsCompetitive superiority and channel support are factors that influence the __________ of the brand value chain.A. program multiplier B. customer multiplier C. brand multiplier D. profit multiplierQuestion 17 of 40 2.5/ 2.5 PointsOne common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are:A. negatively correlated. B. always correlated. C. directly proportional. D. never correlated.Question 18 of 40 2.5/ 2.5 PointsBrand salience:A. is customers’ emotional responses and reactions with respect to the brand. B. is how often and how easily customers think of the brand under various purchase or consumption situations. C. is how well the product or service meets customers’ functional needs. D. describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers’ psychological or social needs.Question 19 of 40 2.5/ 2.5 PointsWhich of the following value creation processes means translating milestones into symbols and artifacts?A. Staking B. Evangelizing C. Milestoning D. BadgingQuestion 20 of 40 2.5/ 2.5 PointsMarketers typically focus on __________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.A. brand equity B. brand awareness C. brand benefits D. brand architecturePart 2 of 2 – 50.0/ 50.0 PointsQuestion 21 of 40 2.5/ 2.5 PointsA(n. __________ marketer looks ahead to needs customers may have in the near future.A. anticipative B. creative C. inexperienced D. responsiveQuestion 22 of 40 2.5/ 2.5 PointsAs a market follower strategy, the __________ duplicates the leader’s product and packages and sells it on the black market or through disreputable dealers.A. innovator B. counterfeiter C. imitator D. adapterQuestion 23 of 40 2.5/ 2.5 PointsFor a market challenger, attacking __________ is a high risk but potentially high payoff strategy, which also allows it to distance itself from other challengers.A. a firm of its own size B. the market leader C. a regional firm D. an underfinanced firmQuestion 24 of 40 2.5/ 2.5 PointsWhich of the following is the most constructive response a market leader can make when defending its market share?A. Maintain basic cost control B. Innovate continuously C. Provide desired benefits D. Meet challengers with a swift responseQuestion 25 of 40 2.5/ 2.5 PointsA firm that is willing to maintain its market share, and not attack the leader and other competitors in an aggressive bid for further market share, is known as a:A. market challenger. B. market leader. C. market follower. D. market nicher.Question 26 of 40 2.5/ 2.5 PointsWhen the total market expands, the __________ usually gains the most.A. market challenger B. market leader C. market follower D. market nicherQuestion 27 of 40 2.5/ 2.5 PointsIf Microsoft announces plans for a new-product development, smaller firms may choose to concentrate their development efforts in other directions to avoid head-to-head competition. In this example, Microsoft is employing a __________ strategy.A. preemptive defense B. counteroffensive defense C. mobile defense D. flank defenseQuestion 28 of 40 2.5/ 2.5 PointsThe defensive marketing strategy where a stream of new products are introduced by a firm and are announced in advance are referred to as __________ defense.A. mobile B. counteroffensive C. preemptive D. contractionQuestion 29 of 40 2.5/ 2.5 PointsWhich of the following is true about proactive marketing?A. A company needs creative anticipation to see the writing on the wall. B. Proactive companies create new offers to serve unmet and unknown consumer needs. C. Proactive companies refrain from practicing uncertainty management. D. A company needs responsive anticipation to devise innovative solutions.Question 30 of 40 2.5/ 2.5 PointsMarket broadening and market diversification are likely tactics employed in __________ strategies.A. position defense B. flank defense C. preemptive defense D. mobile defenseQuestion 31 of 40 2.5/ 2.5 PointsWhen firms look for new users in groups that have never used the product before, the firm is using the __________ strategy.A. new-market segment B. market-penetration C. geographical-expansion D. product developmentQuestion 32 of 40 2.5/ 2.5 PointsThe __________ can be used when the challenger spots areas where the opponent is underperforming.A. encirclement attack B. frontal attack C. flank-geographic attack D. backwards-flank attackQuestion 33 of 40 2.5/ 2.5 PointsClorox runs ads stressing the many benefits of its bleachsuch as how it eliminates kitchen odorsin order to generate additional opportunities to use the brand in the same basic way. This is an attempt to:A. increase the amount of consumption. B. increase the level of consumption. C. increase the perception of consumption. D. increase the frequency of consumption.Question 34 of 40 2.5/ 2.5 Points__________ marketers are not just market-driven, they are proactive market-driving firms.A. Creative B. Responsive C. Inexperienced D. LaidbackQuestion 35 of 40 2.5/ 2.5 PointsIn a pure __________ attack, the attacker matches its opponent’s product, advertising, price, and distribution.A. guerilla B. bypass C. encirclement D. frontalQuestion 36 of 40 2.5/ 2.5 PointsA(n. __________ is another name for identifying shifts in market segments that are causing gaps to develop, then rushing in to fill the gaps and developing them into strong segments.A. frontal attack strategy B. flanking strategy C. encircling strategy D. counteroffensive strategyQuestion 37 of 40 2.5/ 2.5 PointsIn a __________ defense strategy, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it’s forced to pull back to defend itself.A. position B. counteroffensive C. preemptive D. contractionQuestion 38 of 40 2.5/ 2.5 PointsWhen food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the __________ of the brand.A. amount of consumption B. level of consumption C. dedication to consumption D. frequency of consumptionQuestion 39 of 40 2.5/ 2.5 PointsIn __________, the market leader stretches its domain over new territories that can serve as future centers for defense and offense.A. counteroffensive defense B. flank defense C. contraction defense D. mobile defenseQuestion 40 of 40 2.5/ 2.5 PointsAn alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a:A. marketing king. B. market nicher. C. segment king. D. guerilla marketer.ONLINE EXAM 7_06 LATEST OCT’2015Part 1 of 2 -50.0/ 50.0 PointsQuestion 1 of 40 2.5/ 2.5 PointsRegular maintenance and repair costs are known as:A. service contract costs. B. out-of-pocket costs. C. fixed costs. D. facilitating services costs.Question 2 of 40 2.5/ 2.5 PointsServices high in __________ have characteristics that the buyers can evaluate before purchase.A. search qualities B. experience qualities C. credence qualities D. privacy qualitiesQuestion 3 of 40 2.5/ 2.5 PointsThe zone of __________ is a range where a service dimension is deemed satisfactory, anchored by the minimum level consumers are willing to accept and the level they believe can and should be delivered.A. immunity B. tolerance C. reliability D. assuranceQuestion 4 of 40 2.5/ 2.5 PointsA group of products within a product class that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same outlets or channels, or fall within given price ranges is known as a:A. product type. B. product class. C. need family. D. product line.Question 5 of 40 2.5/ 2.5 PointsWhich of the following is a benefit of product mapping?A. Studying market matrices B. Integrating target markets C. Identifying market segments D. Educating consumersQuestion 6 of 40 2.5/ 2.5 PointsServices high in __________ are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.A. trial qualities B. search qualities C. experience qualities D. credence qualitiesQuestion 7 of 40 2.5/ 2.5 PointsIndustrial goods can be classified as __________, capital items, or suppliers and business services based on their relative cost and how they enter the production process.A. service components B. sub-assemblies C. accessories D. materials and partsQuestion 8 of 40 2.5/ 2.5 PointsJosh gets his bike serviced at Dean’s Garage even though there’s another garage much closer to home. He prefers Dean’s because the work is usually done quickly and the staff tries to solve the issues with the bike as soon as possible. Dean’s Garage excels at which of the following five determinants of service quality?A. Reliability B. Responsiveness C. Assurance D. EmpathyQuestion 9 of 40 2.5/ 2.5 PointsA customer judges a product offering by three basic elements: product features and quality, services mix and quality, and:A. performance. B. utility. C. tangibility. D. price.Question 10 of 40 2.5/ 2.5 PointsThe __________ rates the various elements of the service bundle and identifies required actions.A. company performance analysis B. voice of customer measurement C. customer factor measurement D. importance-performance analysisQuestion 11 of 40 2.5/ 2.5 PointsWhat types of goods are purchased frequently, immediately, and with minimum effort by the consumers?A. Specialty goods B. Shopping goods C. Convenience goods D. Durable goodsQuestion 12 of 40 2.5/ 2.5 PointsExpensive equipment manufacturers not only install the equipment but also train the staff and undertake the maintenance and repair activities of the equipment. By doing so, they are providing:A. payment equity. B. value-augmenting services. C. differential pricing. D. facilitating services.Question 13 of 40 2.5/ 2.5 PointsA(n. __________ is defined as a distinct unit within a brand or product line distinguishable by size, price, appearance, or some other attribute.A. stockkeeping unit B. inventory turn C. individual brand D. product typeQuestion 14 of 40 2.5/ 2.5 PointsCocktail lounges in restaurants are examples of:A. differential pricing. B. cultivating nonpeak demand. C. complementary services. D. reservation systems.Question 15 of 40 2.5/ 2.5 PointsThe way the user performs the tasks of getting and using products and related services is the user’s total:A. consumption system. B. consumable system. C. consistent use system. D. augmented system.Question 16 of 40 2.5/ 2.5 PointsA computer falls into the __________ category of service mix.A. pure tangible good B. tangible good with accompanying services C. hybrid D. major service with accompanying minor goodsQuestion 17 of 40 2.5/ 2.5 PointsUnlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are bought. This is known as the __________ aspect of services.A. inseparability B. intangibility C. variability D. perishabilityQuestion 18 of 40 2.5/ 2.5 PointsCustomers today want separate prices for each service element and they also want the right to select the elements they want. The customers are said to be pressing for:A. complementary services. B. perishable services. C. variable services. D. unbundled services.Question 19 of 40 2.5/ 2.5 Points__________ is the level at which the product’s primary characteristics operate.A. Design B. Conformance quality C. Reparability D. Performance qualityQuestion 20 of 40 2.5/ 2.5 PointsMarketers have traditionally classified products on the basis of three characteristics: __________, tangibility, and use.A. availability B. affordability C. aesthetics D. durabilityPart 2 of 2 – 50.0/ 50.0 PointsQuestion 21 of 40 2.5/ 2.5 PointsEveryday low pricing is most suitable if:A. consumers are willing to perform activities such as clip coupons to avail of discounts. B. consumers tend to associate price with quality. C. customers are insensitive to changes in price. D. the cost of conducting frequent sales and promotions is high.Question 22 of 40 2.5/ 2.5 PointsWhich of the following is true regarding price elasticity?A. The higher the elasticity, the lesser is the volume growth resulting from a 1 percent price reduction. B. Within the price indifference band, price changes have little or no effect on demand. C. If demand is elastic, sellers will consider increasing the price. D. Price elasticity does not depend on magnitude and direction of the contemplated price change.Question 23 of 40 2.5/ 2.5 PointsIn __________, the firm bases its price largely on competitors prices.A. going-rate pricing B. auction-type pricing C. markup pricing D. target-return pricingQuestion 24 of 40 2.5/ 2.5 PointsIn which of the following auctions does the auctioneer first announce a high price for a product and then slowly decrease the price until a bidder accepts?A. A Dutch auction with one buyer and many sellers B. An English auction with one seller and many buyers C. An ascending bid auction D. A Dutch auction with one seller and many buyersQuestion 25 of 40 2.5/ 2.5 PointsA retailer who holds on to a(n. __________ policy charges a constant low price with little or no price promotions and special sales.A. everyday low pricing B. high-low pricing C. low cost D. going-rate pricingQuestion 26 of 40 2.5/ 2.5 Points__________ consist of the sum of the fixed and variable costs for any given level of production.A. Total costs B. Average costs C. Opportunity costs D. Learning costsQuestion 27 of 40 2.5/ 2.5 PointsIn a(n. __________, the buyer announces something he or she wants to buy, and potential sellers compete to offer the lowest price.A. Dutch auction with one buyer and many sellers B. English auction with one buyer and many sellers C. English auction with one seller and many buyers D. sealed-bid auctionQuestion 28 of 40 2.5/ 2.5 PointsWhen consumers examine products, they often compare an observed price to an internal price they remember. This is known as a(n. __________ price.A. markup B. reference C. market-skimming D. accumulatedQuestion 29 of 40 2.5/ 2.5 PointsIf demand changes considerably with a small change in price, the demand is said to be:A. unit elastic. B. elastic. C. inelastic. D. marginal.Question 30 of 40 2.5/ 2.5 PointsCompanies that believe that a higher sales volume leads to lower unit costs and higher long-run profits are attempting to:A. maximize their market share. B. skim the market. C. become a product-quality leader. D. merely survive in the market.Question 31 of 40 2.5/ 2.5 PointsThe first step in estimating demand is to:A. analyze competitors’ cost. B. select a pricing method. C. understand what affects price sensitivity. D. calculate fixed costs.Question 32 of 40 2.5/ 2.5 Points__________ is the cost per unit at that level of production.A. Target cost B. Average cost C. Marginal cost D. Opportunity costQuestion 33 of 40 2.5/ 2.5 Points__________ price refers to what the consumers feel the product should cost.A. Fair B. Typical C. Usual discounted D. ListQuestion 34 of 40 2.5/ 2.5 PointsThe key to perceived-value pricing is to:A. reengineer the company’s operations. B. deliver more unique value than competitors. C. adopt subtle marketing tactics compared to competitors. D. deliver more value but at a lower cost.Question 35 of 40 2.5/ 2.5 PointsWhich of the following is the first step in setting a pricing policy?A. Selecting a pricing method B. Selecting the pricing objective C. Determining demand D. Estimating costQuestion 36 of 40 2.5/ 2.5 PointsThe decline in the average cost of production with accumulated production experience is called the:A. demand curve. B. supply chain. C. learning curve. D. value chain.Question 37 of 40 2.5/ 2.5 PointsCosts that differ directly with the level of production are known as:A. fixed costs. B. overhead costs. C. opportunity costs. D. variable costs.Question 38 of 40 2.5/ 2.5 PointsA company must make payments each month for rent, heat, interest, and salaries. These are:A. total costs. B. fixed costs. C. variable costs. D. opportunity costs.Question 39 of 40 2.5/ 2.5 PointsWhich of the following is the most elementary pricing method?A. Value pricing B. Going-rate pricing C. Markup pricing D. Target-return pricingQuestion 40 of 40 2.5/ 2.5 PointsWhen a company introduces a product at a very high price and then gradually drops the price over time, it is pursuing a __________ strategy.A. market-penetration pricing B. market-skimming pricing C. value-pricing D. switching costONLINE EXAM 8_07 LATEST OCT’2015Part 1 of 1 – 100.0/ 100.0 PointsQuestion 1 of 20 5.0/ 5.0 PointsWhich of the following elements of the marketing communication mix involves use of mail, telephone, fax, email, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?A. Advertising B. Personal selling C. Direct marketing D. Public relationsQuestion 2 of 20 5.0/ 5.0 Points__________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.A. Puffery B. Boasting C. Pseudo promotion D. DoublethinkQuestion 3 of 20 5.0/ 5.0 PointsThe weighted number of exposures (WE. of an advertising message over a given medium is given by:A. WE = reach * frequency. B. WE = (reach * frequency. / impact. C. WE = reach * frequency * impact. D. WE = (reach + frequency. / impact.Question 4 of 20 5.0/ 5.0 PointsWhich of the following is an example of an advertising platform?A. Posters and leaflets B. Company magazines C. Fairs and trade shows D. Sales presentationsQuestion 5 of 20 5.0/ 5.0 PointsAn __________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.A. advertising medium B. advertising objective C. advertising channel D. advertising budgetQuestion 6 of 20 5.0/ 5.0 PointsWhich of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?A. Television B. Radio C. Newspapers D. MagazinesQuestion 7 of 20 5.0/ 5.0 PointsIn __________, marketers bid in a continuous auction on search terms that serve as a proxy for the consumer’s product or consumption interests.A. paid searches B. pop-up advertising C. display advertising D. banner marketingQuestion 8 of 20 5.0/ 5.0 PointsThe Internet provides marketers and consumers with opportunities for much greater interaction and __________ than other marketing channels.A. control B. data security C. high involvement selling D. individualizationQuestion 9 of 20 5.0/ 5.0 PointsWhich of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?A. Advertising B. Direct marketing C. Public relations D. Sales promotionQuestion 10 of 20 5.0/ 5.0 Points__________ aims to stimulate repeat purchase of products and services.A. Reinforcement advertising B. Comparative advertising C. Persuasive advertising D. Reminder advertisingQuestion 11 of 20 5.0/ 5.0 PointsWhich of the following is an element of an offer strategy?A. The medium used for delivery B. The number of customers in the locality C. The vision of the company D. The skills required for productionQuestion 12 of 20 5.0/ 5.0 PointsMarketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of:A. brand knowledge. B. purchase patterns. C. demographic characteristics. D. income levels.Question 13 of 20 5.0/ 5.0 PointsAccording to researchers, which of the following is the correct order in which content of print advertisements matter?A. Picture-headline-copy B. Copy-picture-headline C. Headline-copy-picture D. Picture-copy-headlineQuestion 14 of 20 5.0/ 5.0 PointsPeople who know and communicate with a great number of other people are called:A. buzzers. B. connectors. C. informants. D. stickers.Question 15 of 20 5.0/ 5.0 PointsWhich of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through?A. Interest B. Evaluation C. Trial D. AwarenessQuestion 16 of 20 5.0/ 5.0 PointsWhich of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget?A. It discourages stability when competing firms spend approximately the same percentage of their sales on communications. B. By using a percentage-of-sales method, communication expenditures tend to be extremely high irrespective of what a company can afford. C. It discourages management from thinking of the relationship among communication cost, selling price, and profit per unit. D. Dependence of the percentage-of-sales method on year-to-year sales fluctuations interferes with long-range planning.Question 17 of 20 5.0/ 5.0 PointsA banner ad is a(n.:A. large ad shown on the screen for complementary products. B. advertisement that appears before displaying a web page. C. advertisement that comes up when viewing a website. D. small, rectangular box containing text and perhaps a picture.Question 18 of 20 5.0/ 5.0 PointsThe original and oldest form of direct marketing is:A. billboards. B. banner advertising. C. mail campaigns. D. field sales calls.Question 19 of 20 5.0/ 5.0 Points__________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.A. Frequency B. Reach C. Width D. DepthQuestion 20 of 20 5.0/ 5.0 PointsWhich of the following media timing factors expresses the rate at which new customers enter the market?A. Buyer turnover B. Purchase frequency C. Media reach D. Weighted number of exposuresPart 1 of 1 – 100.0/ 100.0 PointsQuestion 1 of 20 5.0/ 5.0 PointsWhen eBay and Amazon.com cut out the majority of middlemen that normally would participate in the exchange process, it is an example of:A. deregulation. B. reverse auctioning. C. reintermediation. D. disintermediation.Question 2 of 20 5.0/ 5.0 PointsWhich of the following is one of the five major characteristics of good mission statements?A. They focus on a large number of goals. B. They expand the range of individual employee discretion. C. They define the major competitive spheres within which the company will operate. D. They take a short-term view.Question 3 of 20 5.0/ 5.0 PointsWhich of the following holds that consumers prefer products that are widely available and inexpensive?A. The product concept B. The production concept C. The selling concept D. The marketing conceptQuestion 4 of 20 5.0/ 5.0 PointsJames Frank has been put in charge of gathering marketing intelligence, disseminating it within his organization, and eventually directing action on the information. Mr. Frank’s task is best described as part of the:A. market-sensing process. B. new-offering realization process. C. customer acquisition process. D. customer relationship management process.Question 5 of 20 5.0/ 5.0 PointsMichael Porter’s value chain would identify which of the following as a support activity?A. Shipping out final products B. Marketing products C. Procurement D. Servicing productsQuestion 6 of 20 5.0/ 5.0 PointsA __________ is a cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries.A. metamarket B. vertically integrated market C. horizontally integrated market D. marketspaceQuestion 7 of 20 5.0/ 5.0 PointsWhen companies measure the number of people who are willing and able to buy their products, they are measuring:A. demand. B. price elasticity. C. real needs. D. standard of living.Question 8 of 20 5.0/ 5.0 PointsA characteristic of a __________ is that it can be a single business or collection of related businesses that can be planned separately from the rest of the company.A. strategic business unit B. subsidiary unit C. merged unit D. niche market unitQuestion 9 of 20 5.0/ 5.0 PointsThe __________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.A. organizational plan B. strategic marketing plan C. corporate tactical plan D. corporate missionQuestion 10 of 20 5.0/ 5.0 PointsThe marketing plan, the central instrument for directing and coordinating the marketing effort, operates at __________ levels.A. functional and operational B. strategic and tactical C. corporate and operational D. customer and expenditureQuestion 11 of 20 5.0/ 5.0 PointsThe __________ is the channel stretching from raw materials to components to final products that are carried to final buyers.A. communication channel B. distribution channel C. supply chain D. service chainQuestion 12 of 20 5.0/ 5.0 PointsThe holistic marketing framework is designed to address three key management questions. Which of the following is one of those questions?A. Value claimshow does the company deal with value clutter? B. Value propositionhow can value propositions be made profitable? C. Value erosionare there weak links in the company’s value chain? D. Value explorationhow can a company identify new value opportunities?Question 13 of 20 5.0/ 5.0 PointsAs economies advance, a growing proportion of their activities focuses on the production of:A. products. B. events. C. experiences. D. services.Question 14 of 20 5.0/ 5.0 PointsIf a marketer uses warehouses, transportation companies, banks, and insurance companies to facilitate transactions with potential buyers, the marketer is using a:A. service channel. B. distribution channel. C. communication channel. D. relationship channel.Question 15 of 20 5.0/ 5.0 Points__________ has three characteristics: (1) it is a source of competitive advantage in that it makes a significant contribution to perceived customer benefits; (2) it has applications in a wide variety of markets; and (3) it is difficult for competitors to imitate.A. Core competency B. Market sensing process C. Corporate social responsibility D. Strategic business unitQuestion 16 of 20 5.0/ 5.0 PointsWhat are hollow corporations?A. Companies that market their products through franchisees B. Companies that have liabilities exceeding their assets C. Companies that outsource all production to suppliers D. Companies that do not have any physical presence and only operate onlineQuestion 17 of 20 5.0/ 5.0 PointsJanet is very upset that she can’t get tickets to the Rolling Stones concert because they are sold out. Which of the following demand states applies to Janet’s situation?A. Nonexistent demand B. Latent demand C. Full demand D. Overfull demandQuestion 18 of 20 5.0/ 5.0 PointsValue delivery process can be divided into three phases, out of which “choosing the value” implies __________, which is the essence of strategic marketing.A. segmentation, developing, and delivering B. targeting, positioning, and communicating C. targeting, positioning, and delivering D. segmentation, targeting, and positioningQuestion 19 of 20 5.0/ 5.0 PointsThe last step in the value creation and delivery sequence is __________ the value where the sales force, sales promotion, advertising, and other communication tools announce and promote the product.A. developing B. positioning C. communicating D. reversingQuestion 20 of 20 5.0/ 5.0 PointsThe __________ in the value chain cover the sequence of bringing materials into the business (inbound logistics), converting them into final products (operations), shipping out final products (outbound logistics), marketing them (marketing and sales), and servicing them (service).A. operations processes B. manufacturing processes C. primary activities D. secondary activitiesPart 1 of 1 – 100.0/ 100.0 PointsQuestion 1 of 20 5.0/ 5.0 PointsThe most scientifically valid research is __________ research.A. observation B. focus-group C. survey D. experimentalQuestion 2 of 20 5.0/ 5.0 PointsThe marketing research process begins by:A. developing a research plan. B. defining the problem, the decision alternatives, and research objectives. C. analyzing the internal environment. D. reading marketing research journals.Question 3 of 20 5.0/ 5.0 PointsA __________ is “unpredictable, short-lived, and without social, economic, and political significance.”A. fad B. fashion C. trend D. megatrendQuestion 4 of 20 5.0/ 5.0 PointsA field-service firm is a:A. custom marketing research firm. B. syndicated-service research firm. C. specialty-line marketing research firm. D. consumer marketing research firm.Question 5 of 20 5.0/ 5.0 PointsThe demand estimates of an organization are comprised of five space levels: They are world, country, region, territory, and:A. zone. B. organization. C. customer. D. product.Question 6 of 20 5.0/ 5.0 PointsThe heart of the internal records system is the:A. payroll system. B. purchase order cycle. C. order-to-payment cycle. D. expense cycle.Question 7 of 20 5.0/ 5.0 PointsAccording to the concept of __________, a series of increasingly more specific “why” questions can reveal consumer motivation and consumers’ deeper, more abstract goals.A. word association B. projection C. visualizing D. ladderingQuestion 8 of 20 5.0/ 5.0 Points__________ are data that were collected for another purpose and already exist.A. Primary data B. Secondary data C. Primitive data D. Cross-sectional dataQuestion 9 of 20 5.0/ 5.0 PointsIn which qualitative method are subjects asked to complete an incomplete stimulus?A. Word association B. Projective techniques C. Visualization D. Brand personificationQuestion 10 of 20 5.0/ 5.0 PointsIn the United States, people born between the years __________ are called boomers.A. 1978 and 2002 B. 1946 and 1964 C. 1925 and 1945 D. 1965 and 1985Question 11 of 20 5.0/ 5.0 Points__________ attached to television sets in participating homes now record when the set is on and to which channel it is tuned.A. Tachistoscopes B. Polygraphs C. GPS systems D. AudiometersQuestion 12 of 20 5.0/ 5.0 PointsA __________ has been defined as a coordinated collection of data, systems, tools, and techniques with supporting software and hardware by which an organization gathers and interprets relevant information from business and environment and turns it into a basis for marketing action.A. marketing metric B. marketing channel system C. marketing decision support system D. marketing research systemQuestion 13 of 20 5.0/ 5.0 Points__________ beliefs and values are passed from parents to children and reinforced by social institutionsschools, churches, businesses, and governments; they are very difficult to change.A. Transient B. Secondary C. Protected D. CoreQuestion 14 of 20 5.0/ 5.0 PointsWhy must the researchers avoid generalizing from focus-group participants to the whole market?A. Participants’ responses are not reliable. B. Most of the participants are likely to be ignorant about the topic of discussion. C. The size of the group is too small and the sample is not drawn randomly. D. Most of the participants are likely to exhibit similar tastes and preferences.Question 15 of 20 5.0/ 5.0 PointsThe sites which offer positive or negative product or service reviews and are built by the retailers of a particular product or service are called:A. combo sites. B. distributor or sales agent feedback sites. C. public blogs. D. independent service review forums.Question 16 of 20 5.0/ 5.0 PointsThe __________ begins with sales representatives and dealers sending orders to firms and is followed by the sales department preparing invoices, and finally generating shipping and billing documents which are then sent to various departments.A. payroll system B. market research process C. human resources system D. order-to-payment cycleQuestion 17 of 20 5.0/ 5.0 Points__________ refer to groups of individuals who are born during the same time period and travel through life together.A. Cohorts B. Populations C. Clans D. SocietiesQuestion 18 of 20 5.0/ 5.0 PointsA company can take several steps to improve the quality of its marketing intelligence. If the company purchases competitive products for study, attends open houses and trade shows, and reads competitors’ published reports and stockholder information, the company is using __________ to improve the quality of its marketing intelligence.A. sales-force surrogates B. intermediaries C. external networks D. advisory panelsQuestion 19 of 20 5.0/ 5.0 PointsThe internal records system supplies results data, but the marketing intelligence system supplies __________ data.A. internal B. revenue C. thematic D. happeningsQuestion 20 of 20 5.0/ 5.0 PointsThe __________ market is the set of consumers with an adequate interest, income, and access to a particular offer.A. potential B. available C. target D. penetratedPart 1 of 1 – 100.0/ 100.0 PointsQuestion 1 of 20 5.0/ 5.0 PointsUltimately, the amount of steel sold to General Motors depends on the consumers’ demand for GM cars and trucks. From the standpoint of the steel manufacturer, which of the following demand forms is most pertinent?A. Derived demand B. Inelastic demand C. Geographic demand D. Relational demandQuestion 2 of 20 5.0/ 5.0 PointsThe 80-20 rule reflects the idea that:A. 20% of the company’s profits are generated by the top 80% of customers. B. the top 20% of customers are highly satisfied and 80% of customers will recommend the company to a friend. C. 20% of customers are unprofitable, and 80% make up a company’s profits. D. the top 20% of customers often generate 80% of the company’s profits.Question 3 of 20 5.0/ 5.0 Points__________ is based on the premise that marketers can no longer use “interruption marketing” via mass media campaigns.A. Relationship marketing B. Permission marketing C. Database marketing D. Internet marketingQuestion 4 of 20 5.0/ 5.0 Points__________ portrays the “whole person” interacting with his or her environment.A. Attitude B. Personality C. Lifestyle D. Self-conceptQuestion 5 of 20 5.0/ 5.0 PointsWhich of the following is a stage in a straight rebuy situation?A. Problem recognition B. General need description C. Product specification D. Supplier searchQuestion 6 of 20 5.0/ 5.0 PointsWith the __________ heuristic, the consumer sets a minimum acceptable cutoff level for each attribute and chooses the first alternative that meets the minimum standard for all attributes.A. conjunctive B. lexicographic C. elimination-by-aspects D. primaryQuestion 7 of 20 5.0/ 5.0 PointsOn an online __________, prices change by the minute.A. buying alliance B. barter market C. systems seller D. spot marketQuestion 8 of 20 5.0/ 5.0 Points__________ refers to the manner in which consumers code, categorize, and evaluate financial outcomes of choices.A. Cost accounting B. Financial accounting C. Behavioral accounting D. Mental accountingQuestion 9 of 20 5.0/ 5.0 PointsMarketers need to identify the hierarchy of attributes that guide consumer decision making in order to understand different competitive forces and how these various sets get formed. This process of identifying the hierarchy is called:A. market partitioning. B. brand association. C. market valuation. D. market estimation.Question 10 of 20 5.0/ 5.0 PointsAt the top of Maslow’s hierarchy of needs (shown as a pyramid in the textbook) are __________ needs.A. esteem B. self-actualization C. social D. safetyQuestion 11 of 20 5.0/ 5.0 Points__________ is the perceived monetary value of the bundle of economic, functional, and psychological benefits customers expect from a given market offering.A. Total customer cost B. Total customer benefit C. Total benefits of ownership D. Value propositionQuestion 12 of 20 5.0/ 5.0 PointsA(n) __________ group is one whose values or behavior an individual rejects.A. aspirational B. disassociative C. membership D. primaryQuestion 13 of 20 5.0/ 5.0 PointsThe __________ approach to consumer research asks customers to attach a monetary value to alternative levels of a given attribute. The value of a given configuration is determined by adding the average values of each of the given attributes.A. benchmarking B. compositional C. importance rating D. focus-groupQuestion 14 of 20 5.0/ 5.0 PointsIn reordering office supplies, the only stages that the buyer passes through are the product specification stage and the __________ stage.A. problem recognition B. general need description C. order-routine specification D. performance reviewQuestion 15 of 20 5.0/ 5.0 Points__________ teaches marketers that they can build demand for a product by associating it with strong drives, using motivating cues, and providing positive reinforcement.A. Demand theory B. Learning theory C. Economic theory D. Psychological theoryQuestion 16 of 20 5.0/ 5.0 PointsA company’s __________ includes all the experiences the customer will have on the way to obtaining and using the offering.A. value proposition B. value delivery system C. customer-value analysis D. total customer benefitQuestion 17 of 20 5.0/ 5.0 PointsThe __________ says people have a general tendency to attribute success to themselves and failure to external causes.A. availability heuristic B. trait-role theory C. awareness set D. hedonic biasQuestion 18 of 20 5.0/ 5.0 PointsBrands that meet consumers’ initial buying criteria are called the:A. total set. B. awareness set. C. consideration set. D. choice set.Question 19 of 20 5.0/ 5.0 Points__________ is a key industrial marketing strategy in bidding to build large-scale industrial products such as dams, pipelines, etc.A. Systems contracting B. Systems buying C. Systems selling D. Solutions buyingQuestion 20 of 20 5.0/ 5.0 PointsIn the purchasing decision process, the major role of __________ is in selecting vendors and negotiating.A. gatekeepers B. buyers C. initiators D. approversPart 1 of 2 – 50.0/ 50.0 PointsQuestion 1 of 40 2.5/ 2.5 PointsAccording to brand asset valuator model, leadership brands show:A. high levels of energy, differentiation, relevance, knowledge, and esteem. B. higher levels of esteem and knowledge than relevance, whereas both differentiation and energy are lower still. C. higher levels of differentiation and energy than relevance, whereas both esteem and knowledge are lower still. D. low levels on energy, differentiation, relevance, knowledge, and esteem.Question 2 of 40 2.5/ 2.5 PointsWith respect to the “six brand building blocks,” __________ signifies how well the product or service meets customers’ functional needs.A. brand judgment B. brand imagery C. brand salience D. brand performanceQuestion 3 of 40 2.5/ 2.5 Points__________ refers to the products or sets of products with which a brand competes and which function as close substitutes.A. Consumer profitability analysis B. Competitive frame of reference C. Category membership D. Value membershipQuestion 4 of 40 2.5/ 2.5 Points__________ is the job of estimating the total financial worth of the brand.A. Brand tracking B. Brand auditing C. Brand equity D. Brand valuationQuestion 5 of 40 2.5/ 2.5 PointsMark feels that Shell delivers on its promises to supply the best gasoline possible to the public. His experiences with Shell have always been good, resulting in positive brand contact. Mark is most likely experiencing:A. brand bonding. B. brand essence. C. brand harmonization. D. brand parity.Question 6 of 40 2.5/ 2.5 PointsBrand __________ is the added value endowed to products and services.A. loyalty B. equity C. preference D. identityQuestion 7 of 40 2.5/ 2.5 PointsWhich of the following statements about the branding guidelines for a small business is true?A. A small business must creatively conduct low-cost marketing research. B. A small business must avoid leveraging secondary brand associations. C. A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image. D. A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers.Question 8 of 40 2.5/ 2.5 PointsIf a consumer, trying to decide between alternatives, believes that a particular brand delivers acceptable product performance and can be short-listed, she is in the __________ level of the brand dynamics pyramid.A. presence B. relevance C. performance D. advantageQuestion 9 of 40 2.5/ 2.5 PointsWhich of the following types of differentiation refers to companies effectively designing their distribution medium’s coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?A. Service differentiation B. Channel differentiation C. Image differentiation D. Product differentiationQuestion 10 of 40 2.5/ 2.5 Points__________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.A. Consumer profitability analysis B. Competitor indexing C. The service blueprint D. The competitive frame of referenceQuestion 11 of 40 2.5/ 2.5 PointsA supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its:A. innovativeness. B. reliability. C. insensitivity. D. resilience.Question 12 of 40 2.5/ 2.5 PointsBranding is:A. all about creating unanimity between products. B. the process of performing market research and selling products or services to customers. C. endowing products and services with the power of a brand. D. the process of comparing competing brands available in the market.Question 13 of 40 2.5/ 2.5 PointsThe first step in the strategic brand management process is:A. measuring consumer brand loyalty. B. identifying and establishing brand positioning. C. planning and implementing brand marketing. D. measuring and interpreting brand performance.Question 14 of 40 2.5/ 2.5 Points__________ is the differential effect that brand knowledge has on consumer response to the marketing of that brand.A. Mission-driven brand equity B. Customer-based brand equity C. Product-driven brand equity D. Service-driven brand equityQuestion 15 of 40 2.5/ 2.5 PointsAccording to the brand asset valuator model, which of the components of brand equity measures how aware and familiar consumers are with the brand?A. Esteem B. Energized differentiation C. Relevance D. KnowledgeQuestion 16 of 40 2.5/ 2.5 PointsCompetitive superiority and channel support are factors that influence the __________ of the brand value chain.A. program multiplier B. customer multiplier C. brand multiplier D. profit multiplierQuestion 17 of 40 2.5/ 2.5 PointsOne common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are:A. negatively correlated. B. always correlated. C. directly proportional. D. never correlated.Question 18 of 40 2.5/ 2.5 PointsBrand salience:A. is customers’ emotional responses and reactions with respect to the brand. B. is how often and how easily customers think of the brand under various purchase or consumption situations. C. is how well the product or service meets customers’ functional needs. D. describes the extrinsic properties of the product or service, including the ways in which the brand attempts to meet customers’ psychological or social needs.Question 19 of 40 2.5/ 2.5 PointsWhich of the following value creation processes means translating milestones into symbols and artifacts?A. Staking B. Evangelizing C. Milestoning D. BadgingQuestion 20 of 40 2.5/ 2.5 PointsMarketers typically focus on __________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.A. brand equity B. brand awareness C. brand benefits D. brand architecturePart 2 of 2 – 50.0/ 50.0 PointsQuestion 21 of 40 2.5/ 2.5 PointsA(n. __________ marketer looks ahead to needs customers may have in the near future.A. anticipative B. creative C. inexperienced D. responsiveQuestion 22 of 40 2.5/ 2.5 PointsAs a market follower strategy, the __________ duplicates the leader’s product and packages and sells it on the black market or through disreputable dealers.A. innovator B. counterfeiter C. imitator D. adapterQuestion 23 of 40 2.5/ 2.5 PointsFor a market challenger, attacking __________ is a high risk but potentially high payoff strategy, which also allows it to distance itself from other challengers.A. a firm of its own size B. the market leader C. a regional firm D. an underfinanced firmQuestion 24 of 40 2.5/ 2.5 PointsWhich of the following is the most constructive response a market leader can make when defending its market share?A. Maintain basic cost control B. Innovate continuously C. Provide desired benefits D. Meet challengers with a swift responseQuestion 25 of 40 2.5/ 2.5 PointsA firm that is willing to maintain its market share, and not attack the leader and other competitors in an aggressive bid for further market share, is known as a:A. market challenger. B. market leader. C. market follower. D. market nicher.Question 26 of 40 2.5/ 2.5 PointsWhen the total market expands, the __________ usually gains the most.A. market challenger B. market leader C. market follower D. market nicherQuestion 27 of 40 2.5/ 2.5 PointsIf Microsoft announces plans for a new-product development, smaller firms may choose to concentrate their development efforts in other directions to avoid head-to-head competition. In this example, Microsoft is employing a __________ strategy.A. preemptive defense B. counteroffensive defense C. mobile defense D. flank defenseQuestion 28 of 40 2.5/ 2.5 PointsThe defensive marketing strategy where a stream of new products are introduced by a firm and are announced in advance are referred to as __________ defense.A. mobile B. counteroffensive C. preemptive D. contractionQuestion 29 of 40 2.5/ 2.5 PointsWhich of the following is true about proactive marketing?A. A company needs creative anticipation to see the writing on the wall. B. Proactive companies create new offers to serve unmet and unknown consumer needs. C. Proactive companies refrain from practicing uncertainty management. D. A company needs responsive anticipation to devise innovative solutions.Question 30 of 40 2.5/ 2.5 PointsMarket broadening and market diversification are likely tactics employed in __________ strategies.A. position defense B. flank defense C. preemptive defense D. mobile defenseQuestion 31 of 40 2.5/ 2.5 PointsWhen firms look for new users in groups that have never used the product before, the firm is using the __________ strategy.A. new-market segment B. market-penetration C. geographical-expansion D. product developmentQuestion 32 of 40 2.5/ 2.5 PointsThe __________ can be used when the challenger spots areas where the opponent is underperforming.A. encirclement attack B. frontal attack C. flank-geographic attack D. backwards-flank attackQuestion 33 of 40 2.5/ 2.5 PointsClorox runs ads stressing the many benefits of its bleachsuch as how it eliminates kitchen odorsin order to generate additional opportunities to use the brand in the same basic way. This is an attempt to:A. increase the amount of consumption. B. increase the level of consumption. C. increase the perception of consumption. D. increase the frequency of consumption.Question 34 of 40 2.5/ 2.5 Points__________ marketers are not just market-driven, they are proactive market-driving firms.A. Creative B. Responsive C. Inexperienced D. LaidbackQuestion 35 of 40 2.5/ 2.5 PointsIn a pure __________ attack, the attacker matches its opponent’s product, advertising, price, and distribution.A. guerilla B. bypass C. encirclement D. frontalQuestion 36 of 40 2.5/ 2.5 PointsA(n. __________ is another name for identifying shifts in market segments that are causing gaps to develop, then rushing in to fill the gaps and developing them into strong segments.A. frontal attack strategy B. flanking strategy C. encircling strategy D. counteroffensive strategyQuestion 37 of 40 2.5/ 2.5 PointsIn a __________ defense strategy, the market leader can meet the attacker frontally and hit its flank, or launch a pincer movement so that it’s forced to pull back to defend itself.A. position B. counteroffensive C. preemptive D. contractionQuestion 38 of 40 2.5/ 2.5 PointsWhen food product companies advertise recipes that use their branded products in entirely different ways, they are increasing the __________ of the brand.A. amount of consumption B. level of consumption C. dedication to consumption D. frequency of consumptionQuestion 39 of 40 2.5/ 2.5 PointsIn __________, the market leader stretches its domain over new territories that can serve as future centers for defense and offense.A. counteroffensive defense B. flank defense C. contraction defense D. mobile defenseQuestion 40 of 40 2.5/ 2.5 PointsAn alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a:A. marketing king. B. market nicher. C. segment king. D. guerilla marketer.Part 1 of 2 -50.0/ 50.0 PointsQuestion 1 of 40 2.5/ 2.5 PointsRegular maintenance and repair costs are known as:A. service contract costs. B. out-of-pocket costs. C. fixed costs. D. facilitating services costs.Question 2 of 40 2.5/ 2.5 PointsServices high in __________ have characteristics that the buyers can evaluate before purchase.A. search qualities B. experience qualities C. credence qualities D. privacy qualitiesQuestion 3 of 40 2.5/ 2.5 PointsThe zone of __________ is a range where a service dimension is deemed satisfactory, anchored by the minimum level consumers are willing to accept and the level they believe can and should be delivered.A. immunity B. tolerance C. reliability D. assuranceQuestion 4 of 40 2.5/ 2.5 PointsA group of products within a product class that are closely related because they perform a similar function, are sold to the same customer groups, are marketed through the same outlets or channels, or fall within given price ranges is known as a:A. product type. B. product class. C. need family. D. product line.Question 5 of 40 2.5/ 2.5 PointsWhich of the following is a benefit of product mapping?A. Studying market matrices B. Integrating target markets C. Identifying market segments D. Educating consumersQuestion 6 of 40 2.5/ 2.5 PointsServices high in __________ are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.A. trial qualities B. search qualities C. experience qualities D. credence qualitiesQuestion 7 of 40 2.5/ 2.5 PointsIndustrial goods can be classified as __________, capital items, or suppliers and business services based on their relative cost and how they enter the production process.A. service components B. sub-assemblies C. accessories D. materials and partsQuestion 8 of 40 2.5/ 2.5 PointsJosh gets his bike serviced at Dean’s Garage even though there’s another garage much closer to home. He prefers Dean’s because the work is usually done quickly and the staff tries to solve the issues with the bike as soon as possible. Dean’s Garage excels at which of the following five determinants of service quality?A. Reliability B. Responsiveness C. Assurance D. EmpathyQuestion 9 of 40 2.5/ 2.5 PointsA customer judges a product offering by three basic elements: product features and quality, services mix and quality, and:A. performance. B. utility. C. tangibility. D. price.Question 10 of 40 2.5/ 2.5 PointsThe __________ rates the various elements of the service bundle and identifies required actions.A. company performance analysis B. voice of customer measurement C. customer factor measurement D. importance-performance analysisQuestion 11 of 40 2.5/ 2.5 PointsWhat types of goods are purchased frequently, immediately, and with minimum effort by the consumers?A. Specialty goods B. Shopping goods C. Convenience goods D. Durable goodsQuestion 12 of 40 2.5/ 2.5 PointsExpensive equipment manufacturers not only install the equipment but also train the staff and undertake the maintenance and repair activities of the equipment. By doing so, they are providing:A. payment equity. B. value-augmenting services. C. differential pricing. D. facilitating services.Question 13 of 40 2.5/ 2.5 PointsA(n. __________ is defined as a distinct unit within a brand or product line distinguishable by size, price, appearance, or some other attribute.A. stockkeeping unit B. inventory turn C. individual brand D. product typeQuestion 14 of 40 2.5/ 2.5 PointsCocktail lounges in restaurants are examples of:A. differential pricing. B. cultivating nonpeak demand. C. complementary services. D. reservation systems.Question 15 of 40 2.5/ 2.5 PointsThe way the user performs the tasks of getting and using products and related services is the user’s total:A. consumption system. B. consumable system. C. consistent use system. D. augmented system.Question 16 of 40 2.5/ 2.5 PointsA computer falls into the __________ category of service mix.A. pure tangible good B. tangible good with accompanying services C. hybrid D. major service with accompanying minor goodsQuestion 17 of 40 2.5/ 2.5 PointsUnlike physical products, services cannot be seen, tasted, felt, heard, or smelled before they are bought. This is known as the __________ aspect of services.A. inseparability B. intangibility C. variability D. perishabilityQuestion 18 of 40 2.5/ 2.5 PointsCustomers today want separate prices for each service element and they also want the right to select the elements they want. The customers are said to be pressing for:A. complementary services. B. perishable services. C. variable services. D. unbundled services.Question 19 of 40 2.5/ 2.5 Points__________ is the level at which the product’s primary characteristics operate.A. Design B. Conformance quality C. Reparability D. Performance qualityQuestion 20 of 40 2.5/ 2.5 PointsMarketers have traditionally classified products on the basis of three characteristics: __________, tangibility, and use.A. availability B. affordability C. aesthetics D. durabilityPart 2 of 2 – 50.0/ 50.0 PointsQuestion 21 of 40 2.5/ 2.5 PointsEveryday low pricing is most suitable if:A. consumers are willing to perform activities such as clip coupons to avail of discounts. B. consumers tend to associate price with quality. C. customers are insensitive to changes in price. D. the cost of conducting frequent sales and promotions is high.Question 22 of 40 2.5/ 2.5 PointsWhich of the following is true regarding price elasticity?A. The higher the elasticity, the lesser is the volume growth resulting from a 1 percent price reduction. B. Within the price indifference band, price changes have little or no effect on demand. C. If demand is elastic, sellers will consider increasing the price. D. Price elasticity does not depend on magnitude and direction of the contemplated price change.Question 23 of 40 2.5/ 2.5 PointsIn __________, the firm bases its price largely on competitors prices.A. going-rate pricing B. auction-type pricing C. markup pricing D. target-return pricingQuestion 24 of 40 2.5/ 2.5 PointsIn which of the following auctions does the auctioneer first announce a high price for a product and then slowly decrease the price until a bidder accepts?A. A Dutch auction with one buyer and many sellers B. An English auction with one seller and many buyers C. An ascending bid auction D. A Dutch auction with one seller and many buyersQuestion 25 of 40 2.5/ 2.5 PointsA retailer who holds on to a(n. __________ policy charges a constant low price with little or no price promotions and special sales.A. everyday low pricing B. high-low pricing C. low cost D. going-rate pricingQuestion 26 of 40 2.5/ 2.5 Points__________ consist of the sum of the fixed and variable costs for any given level of production.A. Total costs B. Average costs C. Opportunity costs D. Learning costsQuestion 27 of 40 2.5/ 2.5 PointsIn a(n. __________, the buyer announces something he or she wants to buy, and potential sellers compete to offer the lowest price.A. Dutch auction with one buyer and many sellers B. English auction with one buyer and many sellers C. English auction with one seller and many buyers D. sealed-bid auctionQuestion 28 of 40 2.5/ 2.5 PointsWhen consumers examine products, they often compare an observed price to an internal price they remember. This is known as a(n. __________ price.A. markup B. reference C. market-skimming D. accumulatedQuestion 29 of 40 2.5/ 2.5 PointsIf demand changes considerably with a small change in price, the demand is said to be:A. unit elastic. B. elastic. C. inelastic. D. marginal.Question 30 of 40 2.5/ 2.5 PointsCompanies that believe that a higher sales volume leads to lower unit costs and higher long-run profits are attempting to:A. maximize their market share. B. skim the market. C. become a product-quality leader. D. merely survive in the market.Question 31 of 40 2.5/ 2.5 PointsThe first step in estimating demand is to:A. analyze competitors’ cost. B. select a pricing method. C. understand what affects price sensitivity. D. calculate fixed costs.Question 32 of 40 2.5/ 2.5 Points__________ is the cost per unit at that level of production.A. Target cost B. Average cost C. Marginal cost D. Opportunity costQuestion 33 of 40 2.5/ 2.5 Points__________ price refers to what the consumers feel the product should cost.A. Fair B. Typical C. Usual discounted D. ListQuestion 34 of 40 2.5/ 2.5 PointsThe key to perceived-value pricing is to:A. reengineer the company’s operations. B. deliver more unique value than competitors. C. adopt subtle marketing tactics compared to competitors. D. deliver more value but at a lower cost.Question 35 of 40 2.5/ 2.5 PointsWhich of the following is the first step in setting a pricing policy?A. Selecting a pricing method B. Selecting the pricing objective C. Determining demand D. Estimating costQuestion 36 of 40 2.5/ 2.5 PointsThe decline in the average cost of production with accumulated production experience is called the:A. demand curve. B. supply chain. C. learning curve. D. value chain.Question 37 of 40 2.5/ 2.5 PointsCosts that differ directly with the level of production are known as:A. fixed costs. B. overhead costs. C. opportunity costs. D. variable costs.Question 38 of 40 2.5/ 2.5 PointsA company must make payments each month for rent, heat, interest, and salaries. These are:A. total costs. B. fixed costs. C. variable costs. D. opportunity costs.Question 39 of 40 2.5/ 2.5 PointsWhich of the following is the most elementary pricing method?A. Value pricing B. Going-rate pricing C. Markup pricing D. Target-return pricingQuestion 40 of 40 2.5/ 2.5 PointsWhen a company introduces a product at a very high price and then gradually drops the price over time, it is pursuing a __________ strategy.A. market-penetration pricing B. market-skimming pricing C. value-pricing D. switching costPart 1 of 1 – 100.0/ 100.0 PointsQuestion 1 of 20 5.0/ 5.0 PointsWhich of the following elements of the marketing communication mix involves use of mail, telephone, fax, email, or Internet to communicate with or solicit response or dialogue from specific customers and prospects?A. Advertising B. Personal selling C. Direct marketing D. Public relationsQuestion 2 of 20 5.0/ 5.0 Points__________ refers to simple exaggerations in advertisements that are not meant to be believed and that are permitted by law.A. Puffery B. Boasting C. Pseudo promotion D. DoublethinkQuestion 3 of 20 5.0/ 5.0 PointsThe weighted number of exposures (WE. of an advertising message over a given medium is given by:A. WE = reach * frequency. B. WE = (reach * frequency. / impact. C. WE = reach * frequency * impact. D. WE = (reach + frequency. / impact.Question 4 of 20 5.0/ 5.0 PointsWhich of the following is an example of an advertising platform?A. Posters and leaflets B. Company magazines C. Fairs and trade shows D. Sales presentationsQuestion 5 of 20 5.0/ 5.0 PointsAn __________ is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.A. advertising medium B. advertising objective C. advertising channel D. advertising budgetQuestion 6 of 20 5.0/ 5.0 PointsWhich of the following is generally acknowledged as the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure?A. Television B. Radio C. Newspapers D. MagazinesQuestion 7 of 20 5.0/ 5.0 PointsIn __________, marketers bid in a continuous auction on search terms that serve as a proxy for the consumer’s product or consumption interests.A. paid searches B. pop-up advertising C. display advertising D. banner marketingQuestion 8 of 20 5.0/ 5.0 PointsThe Internet provides marketers and consumers with opportunities for much greater interaction and __________ than other marketing channels.A. control B. data security C. high involvement selling D. individualizationQuestion 9 of 20 5.0/ 5.0 PointsWhich of the following elements of the marketing communications mix involves a variety of short-term incentives to encourage trial or purchase of a product or service?A. Advertising B. Direct marketing C. Public relations D. Sales promotionQuestion 10 of 20 5.0/ 5.0 Points__________ aims to stimulate repeat purchase of products and services.A. Reinforcement advertising B. Comparative advertising C. Persuasive advertising D. Reminder advertisingQuestion 11 of 20 5.0/ 5.0 PointsWhich of the following is an element of an offer strategy?A. The medium used for delivery B. The number of customers in the locality C. The vision of the company D. The skills required for productionQuestion 12 of 20 5.0/ 5.0 PointsMarketing communication strategy can be decided by conducting an image analysis by profiling the target audience in terms of:A. brand knowledge. B. purchase patterns. C. demographic characteristics. D. income levels.Question 13 of 20 5.0/ 5.0 PointsAccording to researchers, which of the following is the correct order in which content of print advertisements matter?A. Picture-headline-copy B. Copy-picture-headline C. Headline-copy-picture D. Picture-copy-headlineQuestion 14 of 20 5.0/ 5.0 PointsPeople who know and communicate with a great number of other people are called:A. buzzers. B. connectors. C. informants. D. stickers.Question 15 of 20 5.0/ 5.0 PointsWhich of the following steps in the innovation-adoption model of marketing communications corresponds to the cognitive stage that a buyer passes through?A. Interest B. Evaluation C. Trial D. AwarenessQuestion 16 of 20 5.0/ 5.0 PointsWhich of the following is a disadvantage of using a percentage-of-sales method to determine the marketing communications budget?A. It discourages stability when competing firms spend approximately the same percentage of their sales on communications. B. By using a percentage-of-sales method, communication expenditures tend to be extremely high irrespective of what a company can afford. C. It discourages management from thinking of the relationship among communication cost, selling price, and profit per unit. D. Dependence of the percentage-of-sales method on year-to-year sales fluctuations interferes with long-range planning.Question 17 of 20 5.0/ 5.0 PointsA banner ad is a(n.:A. large ad shown on the screen for complementary products. B. advertisement that appears before displaying a web page. C. advertisement that comes up when viewing a website. D. small, rectangular box containing text and perhaps a picture.Question 18 of 20 5.0/ 5.0 PointsThe original and oldest form of direct marketing is:A. billboards. B. banner advertising. C. mail campaigns. D. field sales calls.Question 19 of 20 5.0/ 5.0 Points__________ is a measure of communications effectiveness that describes the percentage of target market exposed to a communication.A. Frequency B. Reach C. Width D. DepthQuestion 20 of 20 5.0/ 5.0 PointsWhich of the following media timing factors expresses the rate at which new customers enter the market?A. Buyer turnover B. Purchase frequency C. Media reach D. Weighted number of exposures

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