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__________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service.
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Specific promotional tools used in __________ include stories, sponsorships, events, and web pages.
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Exam THREE marketing
Marketing
| Question | Answer |
|---|---|
| __________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service. | Sales Promotion |
| Specific promotional tools used in __________ include stories, sponsorships, events, and web pages. | Public Relations |
| Which of these is NOT one of the four promotion mix tools used for communicating customer value? | Direct and digital marketing |
| Which promotional tool is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor? | Advertising |
| Which of these tools is NOT used in public relations? | Sales discounts |
| Which of these trends or changes is NOT one of the major factors identified in the text that is changing today's marketing communications landscape? | Supply chains are lengthening and making communications more challenging. |
| Which of the following statements regarding the changing communications landscape is correct? | The dominance of television, magazines, newspapers, and other traditional mass media is declining. |
| Which of these statements is correct regarding digital advertising? | Total digital advertising spending will grow to an estimated 75 percent of total ad spending by 2024. |
| Many marketers today create, inspire, and share brand messages and conversations with customers across a mix of communication channels. In this regard they view themselves as __________. | content marketing managers |
| Companies that use the concept of ________ carefully integrate the organization's communication channels to deliver a clear, consistent, and compelling brand and company message. | integrated marketing communications |
| One reason there is a need for integrated marketing communications is that __________. | consumers don't distinguish between content sources the way marketers do |
| To implement integrated marketing communications, many companies now appoint a ________ who is responsible for coordinating the various promotion tools and the promotion mix. | marketing communications director |
| Developing effective marketing communications starts with __________. | identifying the target audience |
| In the communication process, putting thought into symbolic form is called __________. | encoding |
| Word-of-mouth influence and buzz marketing are both examples of __________. | personal communication channels |
| The two major parties of the communication process are ________. | the sender and the receiver |
| Which of these things is NOT an example of noise in the communication process? | A person's attire when typing an email |
| Nonpersonal communication channels include __________. | major media, atmospheres, and events |
| __________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities. | Buzz marketing |
| Marketers must answer several questions when designing an integrated marketing campaign. Which of these questions is NOT dependent on the target audience? | Who is the target? |
| Which method for setting the total promotion budget is the most difficult to use? | The objective-and-task method |
| Using a push strategy, a firm directs its promotional efforts toward __________. | channel members |
| Which of these factors is a criticism of using advertising as a promotional tool? | Mass media advertising can be perceived as impersonal. |
| Which promotion budgeting method is set based on what the organization wants to accomplish? | Objective-and-task |
| Which of the following statements about advertising is correct? | In addition to businesses, advertising is used by many types of organizations. |
| Global spending on advertising is estimated to be approximately ________. | $763 billion |
| Advertising objectives can be classified based on their primary purpose. What are the three purposes? | To inform, persuade, or remind |
| Firm ABC ran an advertisement that featured consumers testing its top selling product and three competing products from other firms. What type of advertising is Firm ABC using? | Comparative advertising |
| Which type of advertising is heavily used for new product category introductions? | Informative |
| Which type of advertising is important for mature, established brands? | Reminder |
| Which type of advertising is sometimes called attack advertising? | Comparative advertising |
| What are the two major elements of advertising strategy? | Creating messages and selecting media |
| Which of these is NOT a possible use of informative advertising? | Build brand preference. |
| It is common to see product placements--embedding specific products as props within other programming, such as TV shows or movies. Product placements are a form of __________. | branded entertainment |
| What is the intent of advertainment? | To make ads and brand content into something that people actually want to watch |
| The LEGO movie boosted the company's sales by 13 percent. It was essentially a very lengthy sales pitch that consumers paid to watch. Which of these categories does this type of advertising fit into? | Brand integration |
| To bring the message strategy to life in a distinctive and memorable way, advertisers develop what is known as the "big idea". This big idea becomes the __________. | creative concept |
| Home security system shows a home invasion thwarted by the security system. An operator calls the homeowner to check on the alarm and alerts authorities. The next scene shows the relieved family talking to the police. Which execution style? | Mood |
| Which of these is NOT one of the major media types? | Celebrity endorsement |
| An advertisement for a new pharmaceutical product shows a medical doctor discussing the benefits of the drug and touting the results of a clinical trial. What type of execution style is being used? | Scientific evidence |
| ________ consists of building relationships with government officials in order to influence legislation and regulation. | Lobbying |
| The public relations function of __________ is used to build and maintain national or local community relationships. | public affairs |
| Which public relations function is used to work with donors or members of nonprofit organizations to gain financial or volunteer support? | Development |
| Which of the following statements about public relations is correct? | The lines between advertising and public relations are becoming more and more blurred. |
| One primary PR responsibility is to create content that __________. | draws consumers to a brand |
| A company makes contributions to several school systems to pay for band instruments. Which PR tool are they using in this example? | Public service activities |
| Janeesha attended a career fair where she collected a sack full of swag. She had dozens of pens, two calculators, and four flash drives all embossed with different company logos. What type of public relations are these companies using? | Corporate identity materials |
| ________ include any activity designed to engage the organization's various publics and build good relations with them. | Public relations |
| The best salespeople ________. | work closely with customers for mutual gain |
| Which of the following statements about personal selling is correct? | For many customers the salesperson is the company. |
| A(n) ________ is an individual who represents a company to customers in one or more of these activities: prospecting, communicating, selling, servicing, information gathering, and relationship building. | salesperson |
| In complex selling situations, personal selling can be very effective because it is __________. | interpersonal |
| The concept of salesperson-owned loyalty means that __________. | customers become loyal to salespeople as well as the companies they represent |
| What is the first decision made in sales force management? | Designing sales force strategy and structure |
| GE has separate sales forces for aviation, power, digital, and healthcare products and technologies. Which type of sales force structure is GE using in this example? | Product |
| Maria just accepted a job working with P&G focusing solely on servicing Walmart's needs. She was amazed to find that over 200 sales representatives worked in her division. Which type of sales force structure is P&G using in this example? | Market |
| How did the COVID-19 pandemic permanently change selling? | Corporate travel for sales is much lower post-pandemic. |
| Helping salespeople to "work smart" by doing the right things in the right ways is the goal of __________, whereas getting them to work hard is the goal of __________. | supervision; motivation |
| Sales reports, call reports, and expense reports are all used in the process of __________ salespeople. | evaluating |
| A ________ is a standard that states the amount a salesperson should sell and how sales should be divided among the company's products. | sales quota |
| ________ involves the use of digital platforms and sales tools to engage customers, build stronger customer relationships, and augment sales performance. | Social selling |
| __________ identifies qualified potential customers and is the first step of the personal selling process. | Prospecting |
| Which of these tactics is NOT used for prospecting? | Giving a presentation |
| After the presentation and demonstration step in the sales process, a salesperson should next be prepared to __________. | handle objections |
| When the only goal of personal selling is to close a sale, a company is using a(n) __________ approach. | transaction-oriented |
| A ________ approach during the presentation stage of the selling process fits better with today's relationship marketing focus. | customer-solution |
| Which of the following is an objective for business promotions? | Generating business leads |
| One consumer promotion tool is ________, which are price reductions that occur after the purchase. | rebates |
| Footwear and Vans are famous for North American and European cities. The four-day street fairs draw thousands of brand fans who gather to celebrate in action sports, live music, art, and street culture. This is an example of which type of promotion? | Event marketing |
| Which of the following tools can be used as both consumer and trade promotions? | Contests, premiums, and displays |
| Which of the following would NOT be a consideration for decision making in designing the full sales promotion program? | How to set it apart from other elements |
| Many manufacturers have to pay retailers to get shelf space. This is an example of which type of promotion? | Push money |
| Which form of marketing involves the use of technology-intensive platforms such as the internet and mobile devices to engage directly with carefully targeted individual consumers, cosumer communities, and businesses? | Digital marketing |
| The fastest growing form of marketing is __________. | digital marketing |
| Which of these companies is NOT a direct-to-consumer brand listed in the text that employs digital marketing as a complete business model? | Costco |
| Which of the following correctly identifies the primary seller benefits of digital marketing? | Digital marketing offers sellers real-time marketing opportunities, it is efficient, and fast. |
| Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called __________. | real-time marketing |
| Which of these is the first step a seller should take when preparing for a digital marketing campaign? | Get to know the digital customer. |
| A ________ is a detailed, nuanced, and tangible representation of prototypical consumers to be targeted by the digital campaign. | digital consumer persona |
| When consumers use multiple marketing channels, both digital and nondigital, across the various stages of the consumer buying decision process they are exhibiting ________. | consumer omni-channel navigation behavior |
| Many company websites are now designed to do more than just sell product. These websites, known as __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers. | brand community |
| What are the two main forms of online advertising? | Online display ads and search-related ads |
| To avoid being intrusive and annoying, most legitimate email marketers practice __________, which means sending email pitches only to customers who "opt in." | permission based email marketing |
| What is the digital version of word-of-mouth marketing? | Viral marketing |
| One drawback to viral marketing is that __________. | marketers cannot control where users pass along the message |
| Which of the following is a potential disadvantage to using blogs for marketing? | Blogs are a user-controlled medium. |
| A ________ is an online forum where people and companies post their thoughts and other content, usually related to narrowly defined topics. | blog |
| Matilda did a quick online search for diamond earrings using Google. Several jewelry ads popped up at the top of her screen. These ads are known as _______. | search-related advertising |
| According to the text, which of the following tools is the primary customer acquisition channel for small and medium businesses? | |
| Which of these represents an online social media platform? | |
| Social media is ideal for starting and participating in customer conversations and listening to customer feedback. This is because social media is __________. | interactive |
| Which of the following is a challenge to marketers regarding their use of social media? | Social networks are largely user controlled. |
| Which of the following would be best suited for marketers to engage customers anywhere and at any time during the buying and relationship-building processes? | Mobile marketing |
| Which of the following statements regarding mobile marketing is correct? | Smartphones can be very useful in shopping situations. |
| According to the text, about 75 percent of Americans believe the government should ________. | more strongly regulate what companies do with customer information |
| According to the FBI's Internet Crime Report, ________ schemes are the biggest concern, accounting for annual losses of $2.4 billion. | business e-mail compromise |
| Some legislators worry that firms like Google and Facebook (Meta) are growing too big too fast and limiting competition. These concerns are known as ________. | antitrust concerns |
| A set of online advertising principles through the Digital Advertising Alliance calls for online and mobile marketers to ________. | provide transparency and choice to consumers if online data are collected or used to target interest-based advertising |
| According to the text, what is the toughest public policy issue now confronting digital marketers? | Invasion of consumer privacy |
| ________ is the full process of marketing products and services within and across multiple countries. | Global marketing |
| Which of these factors is a primary reason that global competition is intensifying? | Barriers to trade and market entry are falling. |
| Which of these economic factors is important to evaluate when a firm is deciding which countries to enter? | Pattern of income distribution |
| With regard to the impact of marketing strategies in other countries, many social critics accuse large multinational corporations of ________. | Americanizing the world's cultures |
| Which organization was designed to reassess trade barriers, establish new rules for international trade, impose international trade sanctions, and mediate global trade disputes? | The World Trade Organization (WTO) |
| Free trade zones can be described as __________. | groups of nations organized to work toward common goals in the regulation of international trade |
| Which type of industrial structure offers the fewest marketing opportunities? | Subsistence economies |
| Firm XZY is considering entering another country. Which of these factors is NOT a risk associated with entering another country? | Current domestic stability |
| How can a large firm benefit from diversifying into multiple countries? | Operating in multiple countries dilutes the risk of concentrating operations in one market. |
| What is the simplest way to enter a foreign market? | Through exporting |
| What are the four types of joint venture entry strategies? | Licensing, contract manufacturing, management contracting, and joint ownership |
| Which joint venturing method typically involves fees and royalty payments? | Licensing |
| ________ is a cooperative venture in which a company creates a local business with investors in a global market who share ownership and control. | Joint ownership |
| U.S. chipmaker Intel made substantial investments, totaling more than $20 billion, in corporate acquisitions and building its own manufacturing and research facilities in Israel. This is an example of ________. | direct investment |
| What is the main disadvantage of direct investment? | The risks the firm faces |
| Apple iPads, Gillette razors, and Black & Decker tools are all sold successfully in about the same form around the world. This is an example of which global strategy? | Straight product extension |
| Chinese appliance producer Haier developed sturdier washing machines for rural users in Africa, India, and other emerging markets, where it found that lighter-duty machines were often clogged with mud when farmer. This is an example of____. | product invention |
| Amazon's Echo-based virtual voice assistant Alexa speaks a soft but precise version of American English in the U.S. market. However, Amazon changes Alexa's voice and diction when entering new markets. This is an example of ________. | product adaptation |
| In balancing standardization and adaptation, one common suggestion from international marketers is to __________. | think globally but act locally |
| Which of the following statements is true regarding pricing products and services in global markets? | For most companies, their foreign prices probably will be higher than their domestic prices for comparable products. |
| What are the two key links in a whole-channel view of international distribution? | Channels between nations and channels within nations |
| A firm normally gets into international marketing by simply shipping out its goods. If its international sales expand, most companies then organize by __________. | establishing an export department |
| What are the three ways a company can organize its international operating units? | By geographical organizations, world product groups, and international subsidiaries |
| In which form of international organization are country managers responsible for salespeople, sales branches, distributors, and licensees in their respective countries? | Geographical organizations |
| The ________ focuses on socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs. | sustainable marketing concept |
| Truly sustainable marketing requires a ________ in which consumers, companies, public policy makers, and others work together to ensure socially and environmentally responsible marketing actions. | smooth-functioning marketing system |
| ________ considers the future welfare of consumers and society. | The societal marketing concept |
| Socially and environmentally responsible actions that meet both the immediate and future needs of customers and the company is the central principle of __________. | sustainable marketing |
| Which of the following considers the future needs of business and the current needs of consumers? | The strategic planning concept |
| Many critics charge that the American marketing system causes prices to be higher than they would be under more "sensible" systems. What are the three factors that critics say cause these inflated prices? | High costs of distribution, high costs of advertising and promotion, and excessive markups |
| How do marketers respond to the criticism that modern marketing pushes prices higher? | Marketers acknowledge that advertising increases costs but it also adds value by informing potential buyers of the availability and merits of a brand. |
| ________ includes misrepresenting the product's features or performance or luring customers to the store for a bargain that is out of stock. | Deceptive promotion |
| Marketing critics accuse some producers of using materials and components that will break, wear, rust, or rot sooner than they should. This practice is known as __________. | planned obsolescence |
| The existence of food deserts provides some evidence of ________. | redlining |
| The organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers is called __________. | consumerism |
| According to the text, the move from irresponsible consumption to sustainable consumption is ultimately the responsibility of __________. | consumers |
| Which of these rights is NOT a seller's right? | The right to deny someone the ability to buy a product based on demographic characteristics |
| ________ occurs when a company undertakes remedial actions to counteract their negative environmental impact. | Carbon offsetting |
| Activities that pay off for the firm and environment in the short run are known as__________ activities, whereas activities that pay off in the longer run are known as __________ activities. | greening; beyond greening |
| Firm ABC decided to switch packaging materials and use recycled products that resulted in less harm to the environment. Which approach to reducing environmental harm is Firm ABC using? | Reimagine material choices |
| Sense-of-mission marketing means that the company should define its mission in broad __________ terms rather than narrow product terms. | social |
| ________ involves viewing and organizing marketing activities from the customer's point of view. | Consumer-centric marketing |
| Following the principle of ________, a company makes marketing decisions by looking beyond what is legal and allowed and develops standards based on corporate conscience, personal integrity, and long-run consumer, company, and societal welfare. | societal marketing |
| Some firms embrace the mission of doing good and doing well. This is known as the ________. | double bottom line |
| Which of these is NOT an ethical norm recommended by the American Marketing Association? | Lower your carbon footprint. |
| Because not all managers have fine moral sensitivity, companies should __________. | develop corporate marketing ethics policies |
| According to the text, the issue of ethics presents special challenges for __________. | international marketers |
| Mangers at XYZ realized they could sell more units by omitting some facts about the product's.they decided to include the information even though it would have a negative impact on sales. Which of the AMA principles is being exhibited by Firm XYZ? | Do no harm |
| How do sustainable companies create value for customers? | Through socially, environmentally, and ethically responsible actions |
| What is the goal of integrated marketing communications? | To build clear, consistent, and compelling company and brand messages |
| The five As of the customer journey are ________. | awareness, appeal, ask, act, and advocacy |
| What are the two decisions marketing communicators must make when designing a message? | Message content and message structure and format |
| Which element of the promotional mix is most effective in building up buyers' preferences, convictions, and actions? | Personal Selling |
| Which of the following statements about advertising is NOT correct? | Advertising is not a useful tool to persuade people. |
| Which of the following statements about setting an advertising budget is correct? | New products typically need relatively large advertising budgets to build awareness and to gain consumer trial. |
| Which of the following is NOT one of the major steps in selecting advertising media? | Set the media budget. |
| One form of brand integration is ________ advertising dash advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a web or social media platform. | Native |
| Annual reports, brochures, articles, and company newsletters and magazines are all which type of PR tool? | Written materials |
| Which of the following is NOT one of the six steps in sales force management? | Coordinating marketing and sales |
| What is the goal of a transaction-oriented selling process? | To close the sale |
| Which of the following statements is correct regarding sales promotions? | Sales promotions have been so heavily used there is now promotion clutter. Sales promotions are rarely used with any other promotion mix tools. |
| McDonald's has offered a variety of toys in its Happy Mealslong dash from Star Wars toys to Disney Princesses and Sonic the Hedgehog characters. What type of sales promotion is this? | A premium |
| Which of the following is NOT correct regarding the design of a sales promotion program? | Evaluation is important even though return on investment cannot be measured for sales promotions. |
| The benefits of digital marketing for buyers are that it is ________. | easy to use, convenient, and private |
| What is the first step in preparing for a digital marketing campaign? | Use research to develop digital consumer personas. |
| Which of the following statements is correct regarding consumer omni-channel navigation behavior? | Specific patterns of channel navigation vary across consumers. |
| Companies can address the consumer omni-channel navigation challenges they face in all EXCEPT which of the following ways? | Avoid the use of permission based marketing. |
| Which of the following is NOT a form of online marketing? | Social media |
| What is the metaverse? | An immersive digital environment, often using virtual- or augmented reality technology, where virtual avatars representing real people work, play, learn, socialize, shop, and generally communicate with one another |
| Which of the following statements is correct regarding social media? | There are now numerous niche social media networks. |
| Consumers get an email, from their supposably bank, saying that their account's security has been compromised. they asks them to log on to a provided web address and confirm their account and other personal information and steals. This is ____ | phishing |
| To protect the rights of ________, Congress passed the COPPA act in 1998, and extended its provisions in 2013. | children |
| Which of the following is the best definition of global marketing? | Entering international markets by selling goods produced in the company's home country, often with little or no modification |
| Free trade zones can be described as ________. | groups of nations organized to work toward shared global trade and other goals |
| Societies that seek cooperation, exhibit modesty, feel a sense of caring for less fortunate or weak society members, and emphasize quality of life, would score high on which of Hofstede's cultural dimensions? | Tenderness |
| What should a company do after identifying possible global markets? | Carefully evaluate each one. |
| Which of the following is part of the sociocultural context in the PESTLE framework of market potential? | Consumer lifestyles, beliefs, and values |
| What are the four types of joint venture entry strategies? | Licensing, contract manufacturing, management contracting, and joint ownership |
| Which market entry strategy has the greatest amount of commitment, risk, control, and profit potential? | Direct investment |
| Question content area top Part 1 What are the six steps to design an effective marketing communications program in correct order | Identify the target audience, determine the communication objectives, design a message, choose the media through which to send the message, select the message source, and collect feedback. |
| What is the first decision advertisers must make when developing an advertising program? | Set the advertising objectives. |
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