Question
Which of the following retailers is an exception to the wheel of retailing?
Marketing channels play a key role in marketing strategy because they:
Jim stops at the local convenience store on his way home to buy a six-pack of beer. He goes in thinking he will purchase his usual
brand, but ends up buying another because it is on sale. What stage of brand loyalty is Jim presently at?
Patricia calls a firm's 800 number and expresses her reaction to a recent television ad. This is an example of:
A company's ability to market a product successfully at a higher price is directly related to its:
A characteristic of a good brand name is that it should:
One of the advantages of the direct mail medium is that:
Which group of activities is considered to be a form of sales promotion?
When Frito Lay introduces a new flavor of potato chips, it is likely to focus on _____ in its promotional mix.
The Kirkland brand is owned by Costco, and the products can only be purchased at Costco stores. Costco contracts with manufacturers
to produce and package products under the Kirkland name. This arrangement is called:
Brand recognition as a stage of brand loyalty occurs when:
Small appliances and related products bearing the General Electric brand are only available through Wal-Mart stores. This type of
product distribution strategy is called _____ branding.
All of the following retail stores would be found at a power center except:
The primary factor that attracts a consumer to a generic product is:
The _____ is at the heart of integrated marketing communications.
At which level of brand loyalty is advertising often used heavily to promote a product?
To grow profitably in a competitive environment, a wholesaler must:
In the AIDA concept, the D indicates:
_____ refers to the amount a retailer adds to the cost of a product to determine its selling price.
Which of the following is the most frequently used form of direct marketing?
Which of the following is a disadvantage of guerrilla marketing?
A _____ provides space for permanent showrooms and exhibits, which manufacturers rent to market their goods.
As a part of the promotional campaign for a product, online video clips help to:
Because direct marketing is interactive, it:
Business purchasers usually prefer to buy from:
When potential buyers of a product are dispersed geographically, a pulling promotional strategy should lay emphasis on:
Which of the following is a means of conducting a personal selling effort?
The traditional marketing channel for consumer goods proceeds from producer to:
Direct selling is more common:
Which promotional tool would more likely be used by a company adopting a push strategy of product promotion?
Which statement concerning telemarketing is correct?
In the 1950s, discount stores delivered lower prices in exchange for:
The function of informing, persuading, and influencing the consumer's purchase decision is called:
The two critical components of distribution strategy are _____ and _____.
Which of the following is a reason why sponsorships have grown in popularity in the last ten years?
An example of a company that relies heavily on direct selling is:
Acceptable promotional practices in the marketplace are ultimately determined by:
A global brand generally is defined as:
Public service announcements are:
An integrated marketing communication strategy begins with:
Generic products are:
Movement of products through more than one marketing channel to reach the same market is:
Licensed goods manufactured abroad and then sold in the U.S. market in competition with U.S. counterparts are called _____ goods.
The added value that a certain brand name gives to a product in the marketplace is called brand:
The process of collecting information about the external marketing environment is called:
After identifying a target market, a retailer must:
Guerrilla marketing can best be described as:
An offering within a product line, such as a specific size of liquid detergent, is known as a(n) _____.
Vending machines are an example of:
An effective promotional strategy designed to influence a retailer or wholesaler to carry a new brand would be a(n) _____ strategy.
Which of the following was rendered invalid by the federal Consumer Goods Pricing Act of 1975?
Discounts off the list price given for prompt payment of the invoice may be classified as _____ discounts.
Which of the following is true of missionary selling?
The role of a sales representative in the promotion process has changed from that of persuader to that of:
A pricing policy that assumes that some prices are more appealing than others is known as _____ pricing.
Because it involves the use of a high price relative to prices of competing products or services, the skimming pricing strategy is
sometimes referred to as _____ pricing.
In general, marketers that participate in comparative advertising:
If Procter & Gamble were to introduce a value-priced brand of laundry detergent, they should:
Which of the following is an inappropriate pricing objective for a not-for-profit organization?
The exchange value of a good or service defines its:
Which of the following can be categorized as a tariff?
The part of the sales process consisting of identifying potential customers is called:
The process of qualifying a sales prospect:
An example of odd pricing would be:
Which federal agency reversed its stand on comparative advertising after realizing that competition drives down prices?
Which of the following is one of the nonpersonal elements of the promotional mix?
Many credit cards offer so-called "teaser" rates -- low introductory rates that rise after a few months. The use of teaser rates is an
example of which type of pricing objective?
Compared with broadcast networks, advertising on cable gives marketers access to _____ target audiences.
The global pricing strategy that allows the greatest flexibility in setting prices to reflect local marketplace conditions is:
Which of the following is not a function of relationship selling?
The Robinson-Patman Act specifically prohibits:
Radio Shack is advertising Sirius satellite radios as gifts for the holiday season. The television ad benefits both companies and is an
example of _____ advertising.
Penetration pricing is sometimes referred to as _____ pricing.
All of the following are advantages of television as an advertising medium except:
The PIMS project revealed that the two most important factors influencing profitability were:
The most intrusive form of online advertising is _____.
Which type of ads typically lose their effectiveness very fast?
Persuasive advertising:
Jamie works for a local bank. Whenever a new customer opens a checking account, Jamie makes sure to mention some of the other
financial services the bank offers. Jamie is engaged in:
The type of advertising that seeks to develop initial demand for a newly introduced good, service, organization, person, place, idea, or
cause is known as _____ advertising.
Which of the following is a part of the consultative selling process?
Oriental Insurance promotes identity theft insurance with an advertisement that warns of stolen credit cards and falsified social security
numbers. Which appeal is being used in this commercial to motivate the viewer to act?
The type of advertising that strives to reinforce previous promotional activity by keeping the name of the good, service, organization,
person, place, idea, or cause before the public is _____ advertising.
Some advertisers try to avoid problems with celebrity endorsers by using cartoon characters as endorsers. One drawback of using such
cartoon characters is:
At present, long-distance telephone services and wireless carriers are both tending to adhere to a:
All of the following statements regarding cooperative advertising are correct except:
Although research shows that most consumers dislike the practice of telemarketing and more than 191 million have signed up for the
national Do Not Call Registry, organizations still use telemarketing because:
According to studies, consumers respond with suspicion to:
The two biggest spenders on advertising in the United States are:
Retailers such as Home Depot and Lowe's, who offer to meet or beat the best price offered by their competitors, use the strategy of
_____ pricing.
One of the major benefits derived from target-return objectives is that they:
A major challenge with product-line pricing is that:
When Bufferin advertises that its products have a greater pain-relieving effect than aspirin or Tylenol, it is using _____ advertising.
The pricing strategy that permits marketers to control demand in the introductory stages of a product?s life cycle and then adjust
productive capacity to match changing demand is known as _____ pricing.
Pharmaceutical companies frequently use _____ to market their product.
A series of related but different ads that use a single theme and appear in different media within a specified time period is an example
of a(n):
A product's market price is ordinarily the:
Prestige pricing objectives emphasize:
Personal selling can be broadly defined as:
The most expensive sales method overall is: