is a measure of the percentage of people in the target market

________ is a measure of the percentage of people in the target market who are exposed to the media vehicle at least once during a given time period.

Select one:

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A. Reach

B. Frequency

C. Impression

D. Exposure

E. Gross rating

Question text

Which of the following is the type of advertising that the media run free of charge?

Select one:

A. product advertisements

B. advocacy advertisements

C. public service advertisements

D. institutional advertisements

E. local advertisements

Which of the following modes of transportation would most likely be used to quickly haul lettuce from California, where it was grown, to markets in Nevada?

Select one:

A. trucks

B. railroads

C. air

D. pipeline

E. water

Retailers handle the financial exchange when a customer pays for a product. This is an example of the ________ function of channel intermediaries.

Select one:

A. communication

B. marketing

C. promotional

D. transaction

E. management

Which of the following should be the first step in dist

ribution planning?

Select one:

A. identifying the channel leader

B. determining a distribution budget

C. developing distribution objectives

D. evaluating the internal and external environments

E. determining the desired level of distribution intensity

A skimming price strategy would likely be most effective in selling which of the following?

Select one:

A. any convenience item

B. an electronic device which involved a great deal of research and development to bring to market

C. shampoo and bath soap

D. anything easily copied by competitors

E. most items at EDLP retailers such as Walmart

Price fixing occurs when two or more companies conspire to ________.

Select one:

A. keep prices at a certain level

B. use predatory pricing

C. use loss-leader pricing

D. use bait-and-switch tactics

E. prohibit competitors from entering a market

Limited-service merchant wholesalers are less likely than full-service merchant wholesalers to do which of the following?

Select one:

A. set the prices of the merchandise they sell

B. take title to the merchandise they sell

C. suffer financial losses if the merchandise they sell is damaged or stolen

D. offer marketing assistance or delivery for the products they sell

E. use their own sales force

Which of the following statements about store layout is NOT true?

Select one:

A. A grid layout is more conducive to browsing than a free-flow layout.

B. In a typical grid layout, staples are placed in more remote areas.

C. Store layout is an element of atmospherics.

D. A grid layout is useful for systematically moving shoppers through the retail space.

E. A free-flow layout is most often found in specialty stores and department stores.

Vitamin drinks are in the growth stage of their product life cycle. This means that promotion for vitamin drinks most likely focuses on ________.

Select one:

A. encouraging trial through sales promotion

B. creating public awareness through public relations

C. encouraging customers to switch brands through sales promotion

D. stressing product benefits through advertising

E. using competitive-parity strategies

Which of the following is NOT a true statement about conventional marketing systems?

Select one:

A. Conventional marketing systems are multilevel distribution channels.

B. Most conventional marketing systems are highly successful.

C. Members of conventional marketing systems work independently of one another.

D. Members of conventional marketing systems do not work toward the same broad goals.

E. Relationships between members of conventional marketing systems are limited to simply buying and selling from one another.

A product has three distinct layers. The second layer is the ________, which is the physical good or delivered service.

Select one:

A. actual product

B. augmented product

C. core product

D. innovation

E. brand

Select one:

A. idea generation

B. problem recognition

C. business analysis

D. positioning strategy

E. product adoption

A local restaurant sells lunch entrees for $7.95, $9.95, and $11.95. From this information, you can infer the restaurant uses which of the following?

Select one:

A. price discrimination

B. odd pricing and price lining

C. dynamic pricing and price lining

D. reference pricing and value pricing

E. dynamic pricing and loss leader pricing

A(n). ________ territory structure is used when the product line is technically complex in order to provide customers more expertise in the products the company produces.

Select one:

A. geographic

B. product

C. major accounts

D. industry specialization

E. virtual

Timely topics and research project stories are both types of ________.

Select one:

A. advertising appeals

B. advocacy advertising

C. puffery

D. press releases

E. creative strategies

________ have unique characteristics that are important to buyers at almost any price.

Select one:

A. Specialty products

B. Staples

C. Impulse products

D. MRO products

E. Unsought products

Burger King developed a new french fry to compete with McDonald’s fry–considered the world’s best. Burger King’s specifications included that the crunch would last for seven or more chews. The product failed because consumers did not like the fry as much as McDonald’s fry. Burger King did not ________ the idea for both technical and commercial value.

Select one:

A. test market

B. advertise

C. screen

D. promote

E. style

A television commercial for Post Select cereal is an example of which of the following?

Select one:

A. product advertising

B. institutional advertising

C. sales promotion

D. direct selling

E. retail advertising

Of the following, which sales job requires the LEAST creative selling?

Select one:

A. order getter

B. order taker

C. team selling member

D. new-business salesperson

E. missionary salesperson

A company’s total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________.

Select one:

A. direct marketing

B. integrated marketing

C. competitive marketing

D. the promotion mix

E. target marketing

A florist who decides to budget five percent of last year’s sales for promotional activities is using which of the following budgeting techniques?

Select one:

A. bottom-up

B. objective-task

C. competitive-parity

D. percentage-of-sales

E. push-pull

Which of the following is NOT one of the four main roles performed by marketing communication?

Select one:

A. to inform

B. to entertain

C. to persuade

D. to remind

E. to build relationships

Laclede’s Landing in downtown St. Louis, Missouri, has been turned into a vibrant development with small shops and restaurants. It has done a lot to reverse the fortunes of the aging area near the river, including helping to increase foot traffic enough to support entertainment areas and the opening of additional stores. This is an example of which of the following?

Select one:

A. a lifestyle center

B. a festival marketplace

C. a central trade area

D. an overstored trade area

E. an understored trade area

Every six months, Doug is asked to fill out a survey which asks when he expects to buy a new vehicle and what type and model he plans to purchase. Doug, along with a group of consumers with similar buying habits, has been participating in this survey for the last eight years. The gathering of this quantitative data is an example of descriptive research using ________.

Select one:

A. a hierarchical format

B. a cross-sectional design

C. latitudinal tracking

D. a longitudinal design

E. ethnography

The first step in the business buying decision process is ________.

Select one:

A. recognize the problem

B. current vendor analysis

C. search for information

D. select the supplier

E. evaluate the alternatives

Which generation was referred to as “busters” and was thought of as slackers who are cynical about marketing?

Select one:

A. Generation Y

B. Generation X

C. Baby boomers

D. Millenial

E. Generation I

Capital Radio PLC, the UK’s biggest commercial radio firm, announced in 2002 that it would partner with Walt Disney Company to create a radio network for English-speaking children under the age of sixteen. The new company created by this agreement is an example of a(n). ________.

Select one:

A. joint venture

B. tactical alliance

C. direct investment

D. straight extension

E. backward invention

Airlines have developed frequent-flyer programs to encourage passengers to use the same airlines repeatedly. These programs and other similar ones use ________ segmentation to target their markets.

Select one:

A. demographic

B. behavioral

C. geodemographic

D. organizational

E. generational

Which of the following is NOT an example of a demographic segmentation variable?

Select one:

A. lifestyle

B. income and social class

C. ethnicity

D. gender

E. age

Franchising is a form of ________.

Select one:

A. importing

B. tactical alliance

C. licensing

D. joint venture

E. direct investment

A service offering that differentiates a firm from its competition and provides enhanced value is referred to as a(n). ________.

Select one:

A. core service

B. augmented service

C. environmental factor

D. operational factor

E. disintermediator

In the ________ stage of marketing planning, marketers must determine how they want consumers to think of their product in comparison to competing products.

Select one:

A. develop a mission statement

B. perform a situation analysis

C. develop marketing strategies

D. develop distribution strategies

E. implement the plan

Magazines targeted to people who love to in-line skate, to people who enjoy cooking, and to people who prefer a simpler lifestyle use ________ segmentation variables.

Select one:

A. demographic

B. ethnographic

C. geodemographic

D. socioeconomic

E. psychographic

A company that makes unfounded claims about the environmental impact of its products is most likely to be accused of ________.

Select one:

A. environmental stewardship

B. violating the Kyoto Protocol

C. greenwashing

D. consumerism

E. environmentalism

Which of the following is a primary data collection method that relies on nonhuman devices to record consumer behavior?

Select one:

A. mechanical observation

B. mall intercepts

C. ethnography

D. unobtrusive measurement

E. case studies

Action plans are often referred to as ________.

Select one:

A. marketing mixes

B. marketing programs

C. ROMI measures

D. marketing metrics

E. promotional strategies

The market for two-way radios is disappearing. A company with a small share of the two-way radio market would be considered a ________ in terms of the BCG growth-market share matrix.

Select one:

A. problem child

B. dog

C. cash cow

D. star

E. question mark

When a firm offers one or more products to a single segment, it is using a ________ strategy.

Select one:

A. fragmented

B. homogeneous

C. custom marketing

D. mass customization

E. concentrated targeting

Juana looked at her September issue of O magazine and did not see anything of interest. However, after her mother was diagnosed with bipolar disorder, Juana found the issue extremely interesting because it offered advice on how to help people who are suffering from this problem. The fact that the boring issue became quite interesting is most directly due to a change in Juana’s ________.

Select one:

A. exposure

B. cultural values

C. attention

D. personality

E. self-concept

The phenomenon of ________ includes consumers creating their own ads and buying and selling products on eBay.

Select one:

A. production orientation

B. the triple bottom line orientation

C. consumer-generated value

D. socially responsible marketing

E. the marketing concept

During one day researchers counted the number of out-of-state cars parked in an outlet mall parking lot at 10 a.m. and 4 p.m. The gathering of this quantitative data is an example of descriptive research using ________.

Select one:

A. a hierarchical format

B. a cross-sectional design

C. latitudinal tracking

D. a longitudinal design

E. ethnography

A marketing manager would most likely use which of the following to find out how many consumers stay with his brand and how many switch, and thus project market shares over time?

Select one:

A. modeling software

B. syndicated research

C. cross-sectional research

D. exploratory research

E. competitive intelligence

Consumed consumers are people who ________.

Select one:

A. have been “fired” as customers

B. are manipulated by social marketing techniques

C. experience consumer addiction

D. participate in social networking

E. become commodities themselves

A firm’s ________ decisions when selling in a foreign market are straight extension, adaptation, and invention.

Select one:

A. advertising

B. product

C. brand

D. marketing mix

E. distribution

A service firm communicating exactly what the customer can expect and what will happen if the company does not deliver on its promises will eliminate the gap between ________.

Select one:

A. established quality standards and service delivery

B. established delivery standards and management perceptions

C. service quality standards and consumer expectations

D. consumer expectations and management perceptions

E. needed service and expected service

Robert has taken up bicycle riding as a hobby and as a way to maintain his physical stamina. He understands he will need to make sure he gets adequate water when he is bike riding. He wants to buy a hydration system. Having gathered a great deal of information, he has decided to compare three systems: Waterbags for Roadies, Supertanker Hydropacks, and Fast Water. Robert is in the ________ stage of his purchase decision.

Select one:

A. problem recognition

B. evaluation of alternatives

C. product choice

D. postpurchase evaluation

E. information choice

Which of the following groups currently oversees the development and maintenance of standards to protect the privacy of Internet users?

Select one:

A. U.S. Department of Justice

B. Interstate Commerce Commission

C. Federal Communications Commission

D. Federal Trade Commission

E. Internet industry