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MKTG
| Question | Answer |
|---|---|
| The publisher of the well-known Winnie-the-Pooh series wants to celebrate the 100th anniversary of the series, initiating a $200,000 campaign. This initiative represents the ________ component in the four Ps. | Promotion |
| Which element of the marketing mix is most relevant to the activity “capturing value”? | Price |
| The four Ps make up the marketing mix, which is the __________ set of decisions or activities that the firm uses to respond to the wants of its target markets. | Controllable |
| Whenever Kristy has a new manicure customer, she invites the person to be on her e-mail distribution list. In the process, in addition to exchanging her manicure service for payment, Kristy is gathering | Information |
| Internet sites, physical stores, and kiosks are most closely associated with which element of the marketing mix? | Place |
| Marketing enriches society by | creating charitable campaigns. |
| If a radio station holds an online contest in which you must log in to its website and submit personal details such as name, phone number, and e-mail in order to participate, the radio station is | offering an exchange. |
| Many inventors struggle with the question, “I made it; now how do I get rid of it?” They have made the error of not creating a(n) | marketing plan |
| The fundamental goal of marketers when creating goods, services, or combinations of both is to | create value |
| The basic difference between a good and a service is that a good | can be physically touched. |
| Retailers accumulate merchandise from producers in large amounts and sell to consumers in smaller amounts. When they sell to consumers, it is considered ________ marketing. | B2C |
| When clients work with their investment advisers, they ________ their investment portfolios. | cocreate |
| Many U.S. companies first discovered marketing during the ________ era. | market-oriented |
| If a firm adopts a CRM business philosophy, it most likely has a(n) ________ orientation with its customers. | relational |
| The process of value ________, in which customers collaborate in product design, often provides additional value to the firm’s customers. | cocreation |
| The goal of customer relationship management is to | identify and build loyalty among a firm’s most valued customers. |
| It was during the market-oriented era that firms first discovered “marketing.” In what timeframe did this occur? | just after World War II |
| Today, manufacturer’s representatives are often provided online access to inventory data for the companies they represent. These online inventory systems allow companies to become more value-driven by | sharing information across the organization. |
| Elena purchases supplies based on specials advertised nationally. One day, she was surprised to find customers asking for specials she hadn’t been informed of in advance. The franchise company failed to live up to the value-driven activity of | sharing information across the organization. |
| Curtis is the new restaurant manager in a major hotel. When considering changes in the restaurant that will increase value to customers, Curtis will likely attempt to either provide the same quality at a lower cost or | improve products and services at the same cost. |
| It was able to deliver merchandise overnight, in the required quantities and at a lower delivered cost than competitors, Tim’s was given exclusive rights to sell clothing with school logos for the school district. Tim’s demonstrates ________ excellence. | Operational |
| Most banks implement customer retention programs aimed at their best customers. They do this because they know that retaining customers usually results in | increased long-term profits. |
| Which of the following actions would be the most likely to support and enhance an operational excellence macro strategy? | 3M Corporation implementing new software to improve communication with its suppliers |
| One example of a customer loyalty program is | a “frequent diner” card at a restaurant, offering a free appetizer for every $100 in food purchases. |
| If a firm wants to develop a sustainable competitive advantage, it should | examine its operations and customer relations to identify significant things competitors cannot easily copy. |
| During which step of the marketing planning process does a firm engage in segmentation, targeting, and positioning? | identify and evaluate opportunities phase |
| During a SWOT analysis, a company should assess the opportunities and uncertainties of the marketplace due to changes in several factors, given the acronym CDSTEP. Which of the following is not one of these factors? | ethical |
| In a SWOT analysis, increasing gasoline prices would represent a potential ________ for manufacturers of electric cars. | opportunity |
| The process of dividing the market into groups of customers with different needs, wants, or characteristics is called | market segmentation. |
| When positioning products relative to competitors’ offerings, firms typically are most successful when they focus on opportunities | that build on their strengths relative to those of their competition. |
| STP refers to | segmentation, targeting, and positioning. |
| When firms successfully implement poor strategies (perhaps due to good luck) or do a poor job of implementing good strategies, it can be difficult to | evaluate performance and make adjustments. |
| The idea of value-based marketing requires firms to charge a price that | captures the value customers perceive that they are receiving. |
| A university made a sizable investment in its career services aimed at helping students find jobs. This investment would enhance the university’s _ in an attempt to create value for students and recent graduates. | product value |
| When marketers use a variety of communication disciplines-advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing in combination to communicate a value proposition to the customer, it is | integrated marketing communications. |
| To determine how attractive a particular market is using the BCG portfolio analysis, ________ is(are) established as the vertical axis. | market growth rate |
| In BCG portfolio analysis, products in low-growth markets that have received heavy investment and now have excess funds available to support other products are called | cash cows. |
| Sodexo is a corporation that manages large-scale food service facilities. If Sodexo were to begin to sell individual frozen meals in supermarkets, it would be pursuing a ________ growth strategy. | diversification |
| Marvel has increased its market penetration by expanding the distribution of its films. They can be seen in theaters, accessed on Xfinity, and viewed on DVDs available in discount stores, grocery stores, and a host of other stores, including book and comi | market penetration |
| Most banks now have customer relationship software that, when a customer contacts the bank, tells the service representative what types of accounts, loans, and credit cards the customer currently has. Service representatives use this information to sell s | market penetration |
| Best Buy provides their loyal customers with a relevant coupon based on previous purchases through their mobile phone, while they are in the store. This represents the _____ aspect of the 4E framework of digital marketing. | excite |
| While waiting to be seated at Joes’ Bar and Grill, Nadine receives a customer loyalty coupon through an app on her mobile phone for half off an appetizer or dessert with the purchase of an entrée. This use of a location-based software application is desig | excite |
| Thought-sharing sites are also known as | blogs. |
| Of the various types of blogs, which one do marketers have the lowest level of control over? | personal |
| Mercedes-Benz bypassed Facebook for ________ for its social media campaign since its professional audience is more in line with Mercedes’ target customer base. | |
| Which of the following is the most powerful and influential online marketer in the United States? | Amazon |
| A ________ is an example of a thought-sharing site. | blog or microblog |
| This type of blog typically provides the highest level of digital marketing control for companies. | corporate blog |
| If Katy Perry tweets a close-up of her eyelashes, lengthened by using a Cover Girl mascara product, then Cover Girl will have instantly reached all her millions of followers. What effect of social media engagement is this an example of? | network effect |
| The ________ is the outcome of social media engagement in which every time a firm or person posts information, it is transferred to the poster’s vast connections across social media, causing the information to spread instantaneously. | network effect |
| In Candy Crush Saga, you get five lives to play in the game. When you lose a life, it takes 30 minutes in real-life time to get that life back, or you can spend $0.99 to get all five lives back. Candy Crush Saga is an example of | freemium app. |
| Apps like calendars, trip planners, and flight trackers help consumers fulfill which primary motivation? | to prepare |
| Which app pricing model is used by the app Candy Crush Saga? | freemium apps |
| Vivek has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Vivek use to analyze data from his competitor’s websit | keyword analysis |
| The elements of the digital marketing engagement process are | listening, analyzing, and doing. |
| When designing a digital marketing campaign, the first step is to | identify the strategy and goals for the program. |
| Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter to | analyze content to assess the favorableness or unfavorableness of the sentiments. |
| ________ allow marketers to analyze data from content sites like Facebook, Twitter, online blogs, and reviews to collect consumer comments about companies and their products. | Sentiment analysis |
| The type of influencer that has a large following and is widely recognized is usually known as a ________ influencer. | celebrity |
| Central Style wants Joanna Gaines from HGTV to mention their reclaimed wood furniture in her blog. They are willing to pay her top dollar because of her popularity. This is an example of | influencer marketing. |
| The principle that decisions be ethically based is part of the concept of | conscious marketing. |
| The sale of products that may damage the environment, the use of sweatshop labor, and the marketing of dangerous products are examples of | marketing ethical issues. |
| ________ entails a sense of purpose for the firm that is higher than simply making a profit by selling products and services. | Conscious marketing |
| For every consumer who purchases a pair of TOMS shoes, the company promises that a needy child will receive a pair of shoes. TOMS shoes is actively engaging in | corporate social responsibility. |
| According to one definition, CSR can be described as context-specific actions and policies, taking stakeholders’ expectations into account, to achieve what is referred to as the triple bottom line. The triple bottom line includes ________ performance. | economic, social, and environmental |
| Which of the following statements regarding corporate social responsibility is true? | It sees limited overlap between the business and society, and between business and the planet. |
| When companies embrace ________, they appeal not only to their shareholders but also to all of their key stakeholders. | conscious marketing |
| When Walmart pressured its vendors to supply it with environmentally friendly merchandise with labels to prove it, this effort most relates to the concept of | sustainability. |
| How might a technology company like Apple ensure that it behaves in a socially responsible way toward its employees? | It can ensure that pay practices are fair at all levels of the company. |
| Marketers that include ethical policies and standards in the firm’s mission or vision statements are introducing these concepts at which stage of the strategic marketing planning process? | planning phase |
| During the ________ phase of the strategic marketing planning process, marketers utilize systems to check whether each conscious marketing issue raised in earlier phases was addressed. | control |
| Vikram’s company manufactures industrial ladders. He is concerned that consumers who do not understand ladder safety will purchase these extra-tall ladders and injure themselves. During which phase of the strategic marketing planning process should this i | implementation |
| When making decisions, managers often have to decide between doing what is beneficial for themselves (and possibly the firm) in the short run and doing what is right and beneficial for the firm and for society in the long run. To address this conflict, a | must align the short-term goals of each employee with the long-term, overriding goals of the firm. |
| To avoid having ethical situations become problematic for a firm, the short-term goals of each employee must | be aligned with the long-term goals of the firm. |
| After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, ________ should engage in brainstorming and evaluating alternatives. | all parties relevant to the decision |
| The ethical decision-making framework includes | identify issues. |
| Kenisha’s company is facing a difficult ethical issue. The firm has identified the various stakeholders and their issues and gathered the available data. Everyone with an interest in the issue has engaged in brainstorming and evaluating alternatives. Mana | seems best after weighing the concerns of all stakeholders. |
| Courses of action such as halting the market research project, making responses anonymous, and instituting training on the AMA Code of Ethics for all researchers would be identified during the ________ stage. | brainstorming |
| Imagine the use (or misuse) of data collected from consumers by a marketing research firm. One of the issues that might arise is the way the data are collected. At what step in the framework for ethical decision making would this issue be identified by th | Step 1—identifying issues |
| Tander Inc. is in Step 4 of its ethical decision-making process. Executives were asked to take the Publicity Test using an ethical decision-making metric. All scores were in the “No” column. What does this mean? | The situation is ethically troubling to the executives. |
| A firm’s macroenvironment includes | economics. |
| Elena knows her firm must look at everything it does from a consumer’s point of view. One major difficulty is that consumers’ ________ change(s) over time. | needs, wants, and ability to purchase |
| As a retail clothing store manager, Ricardo frequently asks his staff what customers are saying and what they are asking for. He also attends the quarterly clothing show at the regional merchandise mart. Ricardo’s efforts will likely help him | identify potential opportunities. |
| ________ is/are transmitted by words, literature, and institutions from generation to generation. | Culture |
| Which of the following is an example of greenwashing? | A company donates money to a school reading project so it can advertise itself as environmentally friendly. |
| Approximately 80 percent of all population growth in the United States the next 20 years is expected to come from African American, Hispanic, and Asian communities. The challenge for marketers is to determine whether a group’s culture | can be used as a relevant identifier for a particular target group. |
| Sanders Inc. claims that it only uses organic cleaning products in its janitorial services. In reality, the company buys whatever is cheapest in bulk. This is an example of | greenwashing. |
| Viewers of the World Series are likely to see ads for beer and cars, and viewers of the Academy Awards broadcast are likely to see ads for clothing and hair care products, due to | differing demographic data for potential and past viewers. |
| In Boston, foot-long sandwiches are called “grinders,” while in many other parts of the country they are called “subs.” This is an example of the impact of | regional culture. |
| Marketers in the United States are paying increasing attention to ethnic groups because | approximately 80 percent of all population growth in the next 20 years is expected to come from minority groups. |
| Marketers are more likely to find higher concentrations of foreign-born Americans and recent immigrants in | New York, Los Angeles, San Francisco, and Chicago. |
| Though Asian Americans comprise only about 5.6 percent of the U.S. population, they represent | the fastest-growing minority population. |
| Some companies have been accused of taking advantage of the current social trend of green marketing, positioning their products as environmentally friendly when this may not actually be the case. This practice is called | greenwashing. |
| Tennorn Company knew that its customers were interested in environmentally friendly business practices, so it began marking all of its products as environmentally friendly because they were made with all-natural ingredients, even though Tennorn’s plant wa | greenwashing. |
| If McDonald’s wanted to change its marketing strategy in response to the social trends outlined in the text, it might consider which of the following? | making nutritional information readily available to consumers. on packages and menus |
| The Fairtrade mark is a certification that is granted to products that are determined to | promote sustainable farming. |
| The political/regulatory environment comprises political parties, governmental organizations, and | legislation and laws. |
| ________ is the cost to the customers or the fee the bank charges those customers for borrowing money. | Interest |
| In the summer of 2002, the euro was valued at slightly less than US$1. By 2008, it had risen to an all-time high of $1.60, but in late 2017, the euro was once again slightly less than $1. This change in value is called | foreign currency fluctuations. |
| Which of the following specifically prohibits monopolies? | Sherman Antitrust Act |
| Generally, people buy one product or service instead of another because they | perceive it to be the better value for them. |
| Upscale men’s and women’s clothing stores like Burberry are more likely to appeal to consumers’ ________ needs. | psychological |
| ________ are the three types of attribute sets. | Universal, retrieval, and evoked |
| There are five types of risks associated with purchase decisions. Which of the following best describes a situation where your new car stalls in the middle of a busy intersection? | physiological risk |
| Item5 5/5 points awarded Item Scored Explanationsame pageItem 5 Zappos.com constantly reminds customers of recently viewed items and informs them when stock is low in an effort to entice the customer to make a purchase. Zappos is trying to improve i | conversion rate. |
| Marketers particularly want their brands and products to be in consumers’ ________ sets. | evoked |
| Carly flies regularly between Chicago and Dallas. She almost always uses American Airlines and has lots of American Advantage Miles credits (American’s frequent-flyer program). Still, she uses an online fare comparison website each time to see if a compet | a compensatory decision rule |
| When Chris decided he needed a new car, he immediately called his old college roommate, who owns a Toyota dealership, to ask questions about options and financing. Chris was searching for information from | an external source. |
| Cezar was afraid his new condominium would look shabby to his future in-laws, so he had it painted just before their visit. Cezar was addressing his ________ risk. | social |
| Postpurchase cognitive dissonance is especially likely for products that are | expensive, infrequently purchased, or associated with high levels of risk. |
| Most firms maintain customer complaint services online, in the store, or over the telephone. Firms attempt to respond quickly to complaints, hoping to | minimize negative word of mouth. |
| Nathan bought Timberland boots because he felt they were perfect for his outdoor activities. Jack bought the same kind of boots because he felt they were stylish, especially with the logo clearly visible. The psychological factor driving Jack’s behavior i | lifestyle. |
| What is the first sense triggered in a new setting? | visual sense |
| Learning refers to a change in a person’s thought process or behavior that arises from | experience. |
| Maslow’s hierarchy of needs includes physiological needs at the lowest level and self-actualization at the top. The three levels in between are | safety, love, and esteem. |
| ________ refer(s) to the process by which consumers select, organize, and interpret information to form a meaningful picture of the world. | Perception |
| There are approximately 1 billion people living in India. It is estimated that only about 200 million of these people earn more than the equivalent of $1,000 per year. According to Maslow’s hierarchy, most of the other estimated 800 million Indian consume | physiological |
| Before going on his first business trip to China, Albert asked his Chinese American friend to advise him on customs and values common among the Chinese businesspeople he will likely encounter. Albert is trying to avoid ________ business blunders. | cultural |
| Kai has to decide which college to attend. This is the most important, riskiest, and most expensive decision he has ever made. He will be engaged in | extended problem solving. |
| Limited problem solving usually relies on | past experience more than on external information. |
| Indea works as a sales rep for a company that produces and sells steel used in building construction. Indea is in ________ sales. | B2B |
| Which of the following is an example of an institutional buyer? | Mayo Clinic Hospital |
| As the largest network of business professionals, with global reach, this company includes at least one executive from all of the Fortune 500 companies. Which of following social media platforms is well known for connecting businesspeople? | |
| Hospitals, schools, and religious organizations are examples of ________ buyers. | institutional |
| Compared to the B2C process, the information search and alternative evaluation steps in the B2B process are | more formal and structured. |
| After posting an RFP for telecommunications equipment, Comstock Corporation received six proposals from qualified vendors. Next, Comstock will | evaluate the proposals and narrow the choice to a few suppliers. |
| Suppose that Volkswagen is preparing an RFP for a hands-free phone connection for a new car model. All of the following would be included in the RFP except | a vendor analysis. |
| Typically, B2B buyers ask potential suppliers to | submit formal proposals. |
| The president of the Carlington Academy student body made a formal request to the IT department for additional computers in the main computer lab. The student body president is the ________ in the buying center. | initiator |
| Wanda is the director of human resources for a small electronics firm. She has a strong personal interest in technology and is known throughout the firm as the one with the most knowledge about new kinds of communications technologies. If the firm decides | influencer |
| As the owner of a small business with 70 employees that makes custom area rugs, Nadine makes all of the buying decisions. Nadine is most likely the | not the user. |
| Unlike a firm’s mission statement or employee handbook, a firm’s organizational culture often | exists as a set of unspoken guidelines. |
| While no one in the firm has discussed it, Nando notices everyone else seems to dress more casually on Fridays during the summer. Nando is observing part of his firm’s | organizational culture. |
| Not knowing the roles of key players in the buying process could cause a sales representative to | waste time and alienate people. |
| The goal of ________ is to provide valuable information that a potential B2B buyer can easily understand and that will help the company address its problems with new solutions. | white papers |
| When Jamie sees the RFP issued by one of his customers, he is concerned that the company has changed its specifications since it placed a previous order with him. His company’s products do not meet the new specifications. In this situation, being the curr | will probably not be an advantage in getting the new order. |
| The buying decision is likely to be most complex and take longest to complete in a(n) ________ B2B buying situation. | new buy |
| Greenwich University is buying a distance learning system. Previously, the school had no distance learning technology. For Greenwich University, this represents a(n) ________ situation. | new buy |
| In which buying situation is the buyer most likely to proceed through all six steps in the buying process? | new buy |
| As Lucia’s business grew, she needed to find a new way to manage payroll for her employees, so she researched payroll companies to see which one would best meet her needs. What type of buying situation was Lucia involved in? | new buy |
| Culture affects | every aspect of consumers’ purchase decisions. |
| Logan is working on a global marketing assessment team looking out well into the future to help determine the most attractive market areas around the world. He is evaluating market sizes and growth rates. Based on population growth rates in different regi | countries with high purchasing power today may not continue to show the same growth in the future. |
| The most common measure of market potential of an economy is a country’s | GDP. |
| Tariffs protect domestic producers by | making imported products more expensive. |
| Robin laughed at some of the cultural mistakes companies made in advertising and promotion in international trade while he was in school. Now he was trying to determine what had gone wrong with the campaign he had planned in Latin America for his company’ | visible artifacts; underlying values |
| Economic measures like GDP and GNI do not fully account for a country’s economic health because they measure only | material output. |
| Today, many developed countries are experiencing ________ population growth. | zero or negative |
| Which BRIC country’s economic growth in the 21st century can largely be attributed to the expansion of its literate population and the impositions of social programs that have allowed more than half of its 201 million citizens to enter the middle class? | Brazil |
| A publishing company plans to outsource its production-related tasks to a BRIC country. They are assessing opportunities and are attracted to this country due to its population of young, well-educated, technically-skilled workers who are fluent in English | India |
| A company is assessing opportunities in the BRIC countries and determines that ________ is one of the youngest populations in the world and is increasingly adopting global attitudes. | India |
| When a firm pools its resources with that of a local firm to enter a new market, they create a(n) | joint venture. |
| In a(n) ________, the burden of ownership, control, and profits are shared. | joint venture |
| Dartel, a former retailer, has been living in the United States for five years and wants to start a business. He does not have an existing firm or a product, and he doesn’t have a lot of capital, but since he loves McDonald’s food, he decides to | open a McDonald’s franchise. |
| The Big Mac Index is a novel measure of | purchasing power parity. |
| The Quantum Company is collaborating with a competitor on a globally based opportunity for mutual benefit, but the two competitors are not investing in one another. This is an example of | a strategic alliance. |
| If you visit a Kentucky Fried Chicken restaurant in China, along with KFC’s regular menu items, you will find congee, a rice porridge that can feature pork, pickles, mushrooms, and preserved egg, on the menu. This is an example of which global product str | sell totally new products or services |
| As noted in your text, global segmenting, targeting, and positioning are more complicated than domestic segmenting and positioning because of cultural nuances, significant subcultures within countries, and | differences in the way consumers see themselves and in the way they see products and services. |
| Cultural nuances, subcultures, and consumers’ different views of their roles in different countries can make ________ complicated. | segmentation, targeting, and positioning |
| Brands can be extremely valuable domestically but challenging internationally. Companies can help overcome language difficulties in using brands by | developing brand names that have no preexisting meaning in any known language. |
| Global pricing strategies should strive to be consistent with | positioning strategies. |
| Boho Clothing an online trendy women’s clothing site, targets college-educated women between 25 and 40 years old with average household income of $70,000 or more. This is a form of ________ segmentation. | demographic |
| Baby Boomers represent a huge demographic segment for travel marketers. Baby Boomers are also heavily motivated by self-fulfillment, which creates the possibility of ________ segmentation. | psychographic |
| Differences in weather and climate create opportunities for | geographic segmentation. |
| Vittorio is considering psychographics as a way to segment the market for his small travel agency. This approach to segmentation offers him an advantage because | it is based on underlying motivations of target customers. |
| When Kellogg’s offers different cereals, such as Cocoa Krispies and Special K, it is segmenting the market by ________ segmentation methods. | demographic |
| Edmund has found that both commercial and residential real estate buyers respond positively to his marketing communication message. Edmund has identified ________ that respond similarly to his marketing efforts. | market segments |
| The light beer commercial with the slogan “less filling, tastes great” was based on ________ segmentation. | benefit |
| Let’s Dish is a meal-preparation service operating in three states. Customers visit a Let’s Dish store to select and partially prepare their meals, which are then packaged for the freezer. At home, the customer can pull a meal out of the freezer and warm | geodemographic segmentation |
| Maintaining a unique ________ can be sustained in the long term only in monopoly situations or monopolistic competition situations. | value proposition |
| The manager of Oceanside Yacht Club wanted members of the very upscale club to use the bar and dining facilities more frequently. He offered a two-for-one “happy hour” special, but few members showed up. The manager did not have a grasp of what would make | responsive. |
| With access to the Internet nearly universal in the United States, many potential market segments have become more | reachable. |
| For a segmentation strategy to be successful, the customers in the segment must react similarly and positively to the firm’s offering. In other words, the market segment must be | responsive. |
| Four frequently used targeting strategies are the micromarketing, undifferentiated, differentiated, and __________ targeting strategies. | concentrated |
| Adidas Group owns Reebok, Rockport, and TaylorMade brands. Adidas uses the different brands to pursue a(n) ________ strategy. | differentiated targeting |
| A company that sells only herbal iced tea should use a(n) ________ targeting strategy. | concentrated |
| In the Circles for a Successful Value Proposition framework, the portion of the customer needs/wants circle that doesn’t overlap with anything else represents | unmet customer needs/wants. |
| Which of the following sis a main component of a value proposition? | the target market |
| Almost all U.S. political candidates use some combination of red, white, and blue in their campaign posters. They are trying to position themselves in voters’ minds using | symbols. |
| When a marketer adjusts the marketing mix to give customers a clear, distinctive, desirable understanding of what the product does, the marketer is engaging in | market positioning. |
| “Why create a perceptual map?” asked Don. Andrea, the senior marketing manager, gave him four reasons. Which of the following are valid reasons? | “We can easily show where we are positioned and how large the market is.” |
| Data collection begins | only after completing the research design process. |
| The first step of the marketing research process is | defining the objectives and needs. |
| Assuming that a marketing research study will answer important questions and reduce the uncertainty associated with a proposed project, a major question that needs to be addressed before starting the study is | Is top management committed to the project and willing to abide by the results of the research? |
| Which of the following statements best describes secondary data? | Secondary data are pieces of information that have been collected prior to the start of the focal research project. |
| A marketing research project often begins with a review of the relevant ________ data. | secondary |
| Each time you go to the grocery store and have your purchases scanned while using a loyalty or bonus reward card, you are contributing to a database that can help marketers determine | what a typical shopping list looks like. |
| Through analysis of sales data, Lots of Lots retail store found that customers who bought peanut butter also tended to buy bananas. Lots of Lots was engaged in | data mining. |
| A restaurant chain is working on improving the quality of its food and service. To track its progress, it recruits customers who agree to respond to customer satisfaction surveys once every three months over the next two years. What kind of data is the re | panel data |
| In questionnaire design, a question such as “Do you like Burger King’s hamburgers and fries?” | asks two questions at once. |
| Which of the following is true about quantitative research? | It confirms insights and hypotheses generated via qualitative research. |
| In the infamous Coke-New Coke taste test, 54 percent of consumers, using a blind taste test, preferred the New Coke formula to the existing formulation. This is an example of a(n) ________ marketing research method. | quantitative |
| When the marketing research problem is not clearly defined, a researcher will likely engage in ________ research. | qualitative |
| Charlotte wants to survey recent customers about the quality of service they received at her small florist shop. She has customers’ mailing and email addresses. Charlotte will likely use an online survey primarily because it offers | fast responses at a lower cost. |
| Once a marketing researcher is ready to move beyond preliminary insights to specific, informed questions, the researcher is ready to conduct | quantitative research. |
| A typical focus group has ________ members. | 8 to 12 |
| A major disadvantage of primary data collection is | it requires more sophisticated training and experience to design the study and collect data. |
| A valuable use of big data involves how data collected from social media communities allows you to | heighten customer service and engagement. |
| Kohl’s wants to target the unique customers that shop in each store. To distribute the correct colors and styles to each area, Kohl’s uses | marketing analytics. |
| Which of the following are guidelines provided by the American Marketing Association for conducting marketing research? | Selling or fund-raising should not be conducted under the guise of conducting research. |
| What is neuromarketing? | the process of examining consumers’ brain patterns to determine their responses to marketing communications, products, or services for the purpose of developing marketing tactics or strategies |
| Marketers need to think about the product offer on three levels. Which of the following levels includes associated services such as warranties, financing, support, and after-sale service? | augmented product |
| Viola is taking a backpacking trip across Europe. She wants to make sure that the backpack she chooses is the best one for her adventure, so she is spending a considerable amount of time comparing alternatives to make sure she selects the best one. For Vi | shopping |
| For a major university, undergraduate studies, graduate studies, and professional programs would be ________ within the university’s product mix. | product lines |
| The complete set of all products offered by a firm is called its | product mix. |
| When consumers associate a brand with a certain level of quality and familiar attributes, allowing consumers to make quick decisions, the brand | facilitates purchasing. |
| It is almost impossible to watch a sporting event on television without seeing Nike’s “swoosh” check mark, which is Nike’s | symbol. |
| Frequent buyer/user award programs are used to | maintain contact with loyal customers. |
| Relatively few consumers like to go to the dentist. Dental insurance plans that pay for regular checkups increase the ________ of dental care by reducing the cost to the consumer. | perceived value |
| The value of a brand is often calculated by assessing the | earning potential of the brand over the next 12 months. |
| For luxury carmakers, the lowest-end models in their product lines often represent only a small portion of their sales. Yet these models are critically important when it comes to attracting new customers and, potentially, establishing their lifelong | loyalty to the brand. |
| Imagine that you are the marketing manager of a restaurant group that wants to implement a customer reward and loyalty program. You research the firm Guest Hospitality Solutions, which offers its services to restaurant chains to develop and execute these | customer relationship management. |
| ________ is another term for private-label brands. | Store brands |
| Procter & Gamble is a huge national brand manufacturer. By owning its brands like Downy and Oral-B, P&G | has greater control over its marketing strategy. |
| British Airways Visa, created cooperatively by British Airways and Visa, is an example of | cobranding. |
| Which of the following brand strategies is being used when the local ice cream shop decides to add a new flavor to its menu? | a line extension |
| Ferrari is well known as a brand of luxury sports cars; accordingly, it has leveraged its brand name to introduce clothing offerings emblazoned with its horse logo. It has also licensed its logo to 68 different products, from sunglasses to guitars. Ferrar | brand dilution |
| Matilda developed a toothpaste using only natural ingredients, and she has been quite successful selling the product in health food stores and some grocery stores. She has recently developed a toothbrush using bamboo and natural components. Matilda is con | brand extension |
| A long-standing staple of ______ has been major league sports teams that play in the MLB, NBA, NFL, or NHL as well as various collegiate sports teams. rights. | licensing |
| Returnable packaging, use of 3D printing, and flexible packaging are examples of | sustainable packaging. |
| What is a particularly important feature of sustainable packaging? | less of a negative impact on the environment |
| By adding new product lines beyond its core business of computer software, like the Surface Pro tablet and Xbox 360 game system, Microsoft primarily benefits by | creating diversification and reducing risk. |
| Innovators are a critical group of new product adopters because they | help the product gain market acceptance. |
| The ________ diffusion of innovation group is crucial because few new products can be profitable until this large group buys them. | early majority |
| Many home design businesses volunteer to provide their latest products for tours-of-homes fundraisers because they know their new products will benefit from | observability. |
| Pioneer or breakthrough products | can change consumer preferences. |
| As soon as he saw one, Jose wanted a flat-screen television, but he was worried about making the wrong choice. He waited until there were alternatives in the market with lower prices and improved quality. Jose is part of the ________ diffusion of innovati | early majority |
| When Michaela began helping her favorite uncle Barton with his finances, she discovered her uncle was still renting a rotary-dial telephone from the phone company. Uncle Barton had paid thousands of dollars in rental fees over the previous 30 years. Uncle | laggard |
| When automobile manufacturers introduced SUVs, they distributed and promoted them in the United States, but not in Europe where gasoline is heavily taxed, and roads are much smaller. Car manufacturers recognized that this new line of cars | was not compatible with European market conditions. |
| Firms can measure the success of a new product by | satisfaction of its technical requirements. |
| How is consumer panel data collected during the test marketing phase of a new product introduction? | Panelists scan their receipts on a home scanning device. |
| In the product development process, what takes place between concept testing and market testing? | performing product development |
| Companies that develop customized business software often work closely with their users when installing their products. This close contact often creates new product ideas through | customer input. |
| Bev is assessing the results of a new product launch of a series of e-books for her bookstore. When evaluating the results, Bev is least likely to consider | why it took her so long to consider the new product line. |
| Many restaurants roll out new ideas first in Orlando, Florida, a location that attracts a vast range of diverse tourists and thus might offer insights into what various consumer groups will like. This is an example of | test marketing. |
| In one test before product launch, customers try a sample product and are then surveyed to understand whether or not they would buy/use the product again. This is known as | premarket testing. |
| In the United States, most consumer packaged goods found in grocery and discount stores are already in the ________ stage of the product life cycle. | maturity |
| The CEO of Charisse’s firm just came back from a business seminar. He called Charisse into his office and stated, “I just found out about the product life cycle curve in a strategy seminar. This is a great tool. I want you to drop whatever you’re doing an | it is often impossible to identify with precision where a product is in the product life cycle. |
| When a product is successful in the introductory stage of the product life cycle, | it may start to see profits toward the end of this stage. |
| During the ________ stage of the product life cycle, sales peak and profits begin to decline as competition becomes intense. | maturity |
| When Dr. Sharpie invented his Get-It-There (GIT) golf putting device, he knew during the introductory stage | sales would be low and profits nonexistent, but he would attract golf equipment innovators. |
| Because services are ________, it is often difficult for marketers to convey the benefits to consumers. | intangible |
| By providing good customer service, firms ________ their products. | add value to |
| Because services like airline flights and hotel beds are ________, many marketers attempt to match demand with supply using pricing strategies. | perishable |
| Liam relocated to take a new job, and when he got sick he needed to find a doctor. He discovered during the visit that he didn’t like the one he had chosen, and he knew he’d never go back to that doctor. From a marketing perspective, his situation highlig | inseparability. |
| When marketers state that services are ________, they are referring to the fact that services are produced and consumed at the same time. | inseparable |
| A ________ gap always results in a service failure. | delivery |
| Although firms such as restaurants have difficulty controlling service quality from day to day, they do have control over | how they communicate the services they promise. |
| Which service gap is the Ritz-Carlton Hotel trying to address when it takes time and spends up to $1,700 to train a new employee? | standards gap |
| Jose was complaining to another member of the lawn crew, “I don’t know how they expect me to do an adequate job. The mower doesn’t work right, the trimmers are so dull they don’t cut anything, and the rest of the equipment is so old that we can’t get part | instrumental support |
| In services marketing, the saying “where the rubber meets the road” refers to whether or not a(n) ________ gap exists. | delivery |
| Services marketing managers have learned that more employees will support a quality-oriented process if | they are involved in setting the goals. |
| A(n) ________ gap exists when a firm knows what it needs to do to meet customers’ service expectations, but sometimes fails to do it. | delivery |
| Which of the following is included in the five dimensions used by consumers to determine overall service quality? | assurance |
| Capital One Bank uses a complex polling system coupled with a customer response measurement system to assess consumers’ responses to new products and services. Capital One is using a(n) ________ program to improve service quality and service offerings. | voice-of-customer |
| Celeste will let only Martiné cut her hair. She has tried other stylists, but she knows from experience that Martiné cuts her hair well every time. For Celeste, ________ is the most important of the five service quality dimensions. | reliability |
| By changing a standard from “be nice to customers” to “greet every customer, and if possible by name,” a services marketing manager has created a(n) ________ goal. | measurable |
| Curtis knows his restaurant is understaffed today. He is hoping to get through the day without falling below his customers’________, the difference between what his customers want and what they will accept before going elsewhere. | zone of tolerance |
| Chen was called in to meet with his boss, Amira. He was afraid he was going to be fired for the mistake he had made dealing with an important customer of the store. Instead, Amira explained that he had handled the situation well, listening to the customer | increased customer purchases and positive word of mouth. |
| When travelers are bumped from overbooked flights, they are frequently offered vouchers good for future travel. The dollar value of the voucher is the airline’s estimate of | distributive fairness. |
| One afternoon, the clerk at the customer service desk of a large retail store got bored and started stating different return policies to each customer. Customers waiting in line and overhearing the different policies would probably feel that the store’s h | procedural fairness. |
| ________ is/are one of the five Cs of pricing. | Customers |
| ________ is the cash expenditure plus taxes that consumers have to pay for a good or service. | Price |
| Dana owns a bakery where she sells cupcakes. Two blocks down there is another bakery, Sweet’s Bakery, that sells cupcakes for $1 less than Dana. Dana decides to lower her price and match Sweet’s Bakery prices. What type of pricing strategy is Dana impleme | competitor-oriented pricing |
| A “no-haggle” pricing policy is a type of _____ pricing strategy. | customer-oriented |
| Ozzie is the marketing manager for an automobile dealership. His boss tells him the firm’s primary goal is to increase its local market share from 15 to 30 percent. His firm is using a ________ orientation. | sales |
| A strategy of setting prices based on how customers develop their perceptions of value can often be the most effective pricing strategy, especially if the strategy | is supported by consistent advertising and distribution strategies. |
| ______ shows the relationship between income and demand. | A demand curve |
| A demand curve is built on the assumption that | everything but price and demand remains the same. |
| The price elasticity of demand for a teeth-whitening kit is −1.5. The market for this product is considered | elastic. |
| Star Heating and Air Conditioning Company specializes in electric heat pumps. Francis keeps track of the price of natural gas, knowing that | an increase in the price of natural gas will increase demand for his electrical heating systems. |
| When it comes to measuring consumers’ price sensitivity, product prices are viewed as either | elastic or inelastic. |
| Sales of national brands of orange juice tend to increase when the economy is doing well, while sales of generic orange juice increase when the economy is not doing well. This is an example of how ________ impacts demand for products. | the income effect |
| Which of the following is the most logical example of complementary products? | hot dogs and hot dog buns |
| The more substitutes that exist in a market, | the more sensitive consumers will be to changes in the price of a particular product. |
| For which of the following is demand likely to be most sensitive to price increases? | a specific brand of soft drink |
| The point at which the number of units sold generates enough revenue to equal the total costs of running an operation is known as the | break-even point. |
| The break-even point is estimated by | dividing fixed costs by contribution per unit. |
| The commercial airline industry is considered what type of market? | oligopolistic competition |
| Which of the following is most likely to be characterized by pure competition in the United States? | soybeans |
| In ________ many firms provide similar products that are considered substitutes for each other. | pure competition |
| Stimulation Market Inc. manufactures educational toys. The company recently started buying paint for its toys from a Brazilian firm. This Brazilian company is part of Stimulations Markets’ | supply chain. |
| When Lenovo sells computers to Brownston College, it engages in a ________ transaction, but when it sells to students individually, it is a ________ operation. | B2B; B2C |
| Which element of the marketing mix specifically deals with supply chain management? | place |
| In the four Ps of marketing, ________ refers to all the activities required to get the right product to the right customer when that customer wants it. | place |
| When Costco sells to consumers directly, it acts as a ________; when it sells to other businesses, such as a restaurant owner, it acts as a ________. | retailer; wholesaler |
| Having no intermediaries between the buyer and seller is a defining characteristic of a(n) ________ marketing channel. | direct |
| Gianni made pies and sold them from her food truck to local businesses. This is an example of a(n) | direct marketing channel. |
| The Stanley company wants Home Depot to carry all its tools but not the tools of its competitors so that Stanley can maximize its sales. But Home Depot carries a mix of tool brands so it can maximize the sales in its tool category. This misalignment of go | vertical |
| Franchising is the most common type of contractual ________ marketing system. | vertical |
| The vertical marketing system that exhibits the most formalization and control is the ________ vertical marketing system. | corporate |
| A(n) ________ marketing system is a supply chain whose members act like a unified system. | vertical |
| Which of the following is required to build a successful strategic relationship? | credible commitments |
| When Walmart relies on its experience and knowledge to decide how to market a product without giving the supplier much of a say in the matter, this is an example of | expertise power. |
| When supply chain members view their goals and ultimate success as intricately linked, or ________, they develop deeper long-term relationships. | interdependent |
| Although conflict is likely to occur in any marketing channel, it is generally more pronounced when | the channel members are independent entities. |
| Best Buy is shipping computers to its distribution center. It uses ________ as notification mechanisms. | advanced shipping notices |
| What problem has developed as a result of increased package delivery? | package/“porch” thieves |
| Which of the following is true regarding getting merchandise to customers? | Many retailers now offer free expedited service. |
| Who usually makes the final decision regarding the use of distribution center versus direct store delivery? | the retailer |
| Which is a wireless network and mobile device that receives demand notices and allows sales associates to pull inventory from the shelves for customers? | mobile task management technology |
| Retailing is defined as the set of business activities that | adds value to products and services sold to consumers for their personal or family use. |
| ________ is the term used to describe the situation when retailers use some combination of stores, catalogs, and the Internet to sell merchandise. | Omnichannel retailing |
| Yvonne represents a manufacturer who makes unique, high-end handbags. When making a recommendation about potential retail partners, what should be Natalie’s first consideration? | How likely is it for certain retailers to carry this product? |
| The level of difficulty a manufacturer experiences in getting retailers to purchase its products is determined by the degree to which the channel is | vertically integrated. |
| Distribution intensity is commonly divided into three levels: | intensive, exclusive, and selective. |
| 5/5 points awarded Item Scored Explanationsame pageItem 6 If a manufacturer isn’t happy with either intensive or exclusive distribution, a logical choice, which incorporates some features from both, would be ________ distribution. | selective |
| ________ are combating competitive pressures by offering fresh food and healthy fast food, tailoring assortments to local markets, opening locations closer to where consumers work and shop, and adding new services. | Convenience stores |
| A customer who is shopping for fashionable but relatively low-cost merchandise in a pleasant environment is shopping at a(n) | full-line discount store. |
| As a type of retailer, category specialists offer | a narrow but deep assortment of merchandise. |
| If you are a marketer for a manufacturer, and the marketing mix for your product focuses on very specific market segments, you’d like to sell your product through | specialty stores. |
| If you walk into a(n) ________, you will likely find a broad variety of merchandise, deep assortment, and customer service, with everything organized into distinct departments for displaying merchandise. | department store |
| ________ offer a limited assortment of general merchandise at very low prices and are often found in lower-rent locations. | Extreme value retailers |
| For retailers, when making decisions regarding place, a key ingredient to success is | convenient locations. |
| Which of the following retail stores would emphasize personal selling the most as part of the firm’s promotional efforts? | jewelry store |
| ________ must always be aligned with other elements of a retailer’s strategy in order to accurately define the value of the product and a retailer’s image. | Price |
| Roberto wants customers in his specialty tobacco store to feel at home, as if they were in their personal smoking den. He uses lighting, music, and soft chairs to create a “look and feel” that will get customers to relax and return. Roberto is focusing on | promotion |
| Gina wants to maximize sales to the customers who walk into her store. Of the following, Gina will most likely focus on | in-store promotions. |
| Personal selling is particularly important for retailers selling | products that are complicated or expensive. |
| How does a retail distribution center supporting a store channel most obviously differ from one supporting an Internet channel? | in quantity of items shipped |
| Kylie purchased some eyeliner from an Internet-based beauty supply house, and now she often receives online recommendations for other products from the same cosmetics line. These recommendations were probably the result of | the purchases she had made. |
| In the IMC communication process, the ________ encodes the marketing communication message. | transmitter |
| Integrated marketing communications (IMC) represents the ________ element of the six Ps. | promotion |
| ________ means converting the sender’s ideas into a message, which could be verbal, visual, or both. | Encoding |
| If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble ________ the IMC message. | decoding |
| In integrated marketing communications, encoding involves | converting the sender’s ideas into a message. |
| Nazira would like to know which, if any, of her firm’s IMC efforts are working. She could use ________ to provide feedback from her efforts. | coupon redemption rates |
| Marina asked Selma to help her buy some aftershave for her boyfriend. Selma was going through a list of different brand names, when Marina stopped her and said, “I recognize that one.” Marketers call this | aided recall. |
| Melinda could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as | aided recall. |
| Inga wants to purchase a gift for a colleague whose home she will be visiting. She decides to bring luxury chocolates, as she knows most people enjoy them. Although she is not sure about specific products, Inga heads directly for a store selling Godiva Ch | brand awareness. |
| ________ refers to a potential customer’s ability to recognize or recall that the brand name is a particular type of retailer or product/ service. | Brand awareness |
| Ellis is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers’ purchase decisions. He should also consider that, compared to other IMC alternatives, personal se | expensive. |
| One difficulty associated with using advertising as part of a marketer’s IMC efforts is | it is hard to break through the clutter of other messages targeted for the same audience. |
| Pretty Practical, a fashion accessories retailer, encourages visitors to its stores to “check in” using a smartphone app. In return, customers receive an instant coupon toward that day’s purchase. This is an example of | mobile marketing. |
| Sales promotions include | rebates. |
| ________ involves marketing to customers through wireless handheld devices such as cellular telephones. | Mobile marketing |
| A major factor contributing to the growth in the use of direct marketing IMC efforts is | increased use of credit and debit cards, and online shopping by consumers. |
| Compared to other IMC alternatives, advertising is extremely effective for | creating awareness and generating interest in a product. |
| Julius is developing a budget for his firm’s IMC program. First he sets objectives. Then he chooses media, and finally he determines the cost for each product to be promoted. Julius is using the ________ method of establishing an IMC budget. | objective-and-task |
| To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and | the number of impressions. |
| When Yolanda asked her firm’s advertising agency to estimate how often consumers saw her firm’s IMC message and what percentage of the target audience was exposed to the message, she was told the reach was 40, the frequency was 4, and the competitive pari | 160. |
| After the advertiser has decided on the message, type of ad, and appeal, its attention now shifts to | creation of the advertisement. |
| Achmed’s Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering its product. Achmed’s is using a ________ strategy. | push |
| For an advertiser, the target audience can be understood as | consumers designated by research as its focal market. |
| An advertisement featuring a cartoon Smokey the Bear saying “Only you can prevent wildfires” is an example of a successful | public service announcement. |
| The three general objectives of advertising are to select, target, and | promote. |
| First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of | a public service announcement. |
| Which of the following is the best example of a reminder advertising message? | “Doing business in Peoria since 1848.” |
| Emelia is trying to create an advertising message that communicates the tangible features of her company’s laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Emelia is trying to | informational |
| Item9 5/5 points awarded Item Scored Explanationsame pageItem 9 The advertising message “People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes” suggests that advertising messages need to | focus on solving problems. |
| Walmart’s “Everyday low prices” selling proposition is effective primarily because it is | meaningful to the consumer. |
| Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive? | television |
| ________ is a particularly good advertising medium for groceries and fast food. | Radio |
| In the “create advertisements” step when planning and executing an ad campaign, often the execution style for the ad will | dictate the type of medium used to deliver the message. |
| Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver | a consistent and compelling message. |
| Procter & Gamble advertises its Tide brand of laundry detergent regularly throughout the year. This is an example of a(n) ________ schedule. | continuous advertising |
| The effectiveness of an advertising campaign is assessed during the campaign by | tracking. |
| The head of the marketing area told Alisha to find the most stringent federal regulations on advertising to create the toughest standards. “If we can pass those, we should be able to get by all regulations.” One real problem is | state regulations are not always consistent with federal standards. |
| Which of the following statements about public relations is true? | Media coverage generated by PR is seen as more credible than paid advertising. |
| Sarita goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Pilar doesn’t read newspapers, let alone look through them for coupons. But Pilar filled out a form from inside a cereal box entering her in a drawing f | sweepstakes |
| Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product | placement. |
| Piper made sure that her customers felt comfortable contacting her when they needed something, and she focused on the long term in her dealings with them Piper is a ________-oriented salesperson. | relationship |
| Tyler loves the lifestyle associated with being a salesperson, allowing him to take a day off during the week and make it up on the weekend. He most likely values the ________ associated with creating his own schedule. | flexibility |
| Marie visited an office building and went door to door to hand out business cards and sell office products. Marie was making | cold calls. |
| Henri sells building materials to local contractors. He wants to build long-term relationships with his contractors through effective follow-up. After delivering the materials ordered, Henri can demonstrate ________ by checking with his contractors right | responsiveness and empathy |
| Which of the following are service quality dimensions related to follow-up? | reliability |
| Celine works in the office of a building materials company. One of her jobs is to identify new building projects and to determine who will make the building materials purchase decisions. Celine is involved in the ________ step of the selling process. | generate leads |
| Since Tobias’ Auto Parts has had trouble with its windshield wiper manufacturer in the past, it is requesting a guarantee from the company before it will place another order. Which of the service quality dimensions is being addressed in this scenario? | assurance |
| Gabina is a new agent for a financial services company. She decides to join the local chamber of commerce, the local association of businesswomen, and the local chapter of the United Way organization. Gabina is attempting to use ________ to generate leads | networking |
| Potential customers are called | leads. |
| Effective salespeople anticipate and handle | buyers’ reservations about the product. |
| Peter is in the process of qualifying leads he received from corporate headquarters. Peter will assess | whether or not it is worthwhile to pursue these potential customers. |
| Salespeople at Andi’s Cookie Company want to draw the attention of their customers through blogs, Twitter, and LinkedIn, rather than using more traditional activities that require making a sales call. As the marketing manager, you understand this activity | inbound marketing. |
| Whether or not a salesperson will go through all five steps of the selling process depends on the sales situation and | the buyer’s readiness to purchase. |
| A salesperson’s compensation can be made up of some combination of salary, commission, and ________, which are payments made at a manager’s discretion when the salesperson achieves certain goals. | bonuses |
| The internal monthly magazine and blog at the cosmetics firm Mary Kay serve as ________ for employees; the magazine and blog are outlets for not only selling advice but also company-wide recognition of individual salespeople’s accomplishments. | nonfinancial rewards |
| Which of the following are considered typical financial compensation for sales representatives? | commissions |
| When Motorola first entered the Mexican marketplace, the company wanted direct control of salespeople in major urban markets but was not as concerned about control in less populated areas of the country. Motorola probably used ________ in major urban area | a company sales force; manufacturer’s reps |
| ________ involves the planning, direction, and control of personal selling activities, including recruitment, selection, training, motivation, compensation, and evaluation of members of the sales force. | Sales management |
| By their very nature, ________ measures reflect one person’s opinion about another’s performance. | subjective |
| To maintain trustworthy customer relationships, companies must take care that they respect customer privacy and respect the ________—that is, the amount of information a customer feels comfortable providing. | information comfort zone |
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