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Question
Submitted by neel on Wed, 2013-07-10 23:12
due on Sun, 2013-07-14 23:11
answered 1 time(s)
Hand shake with Jomar: In progress
neel is willing to pay $25.00
neel bought 603 out of 1783 answered question(s)

Mar 216 quiz 3

Question 1 (2 points)

 

Question 1 Unsaved

Which of the following major American social classes comprises the social elite who live on inherited wealth?

Question 1 options:

a) 

upper lowers

b) 

upper uppers

c) 

lower uppers

d) 

lower lowers

e) 

upper middles

 



Question 2 (2 points)

 

Question 2 Unsaved

In which stage of the adoption process does the consumer consider whether trying the new product makes sense?

Question 2 options:

a) 

interest

b) 

adoption

c) 

evaluation

d) 

awareness

e) 

trial

 

 

 

 

 

 

 

 

 

Question 3 (2 points)

 

Question 3 Unsaved

Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available. Bill is experiencing ________.

Question 3 options:

a) 

postpurchase culture

b) 

selective perception

c) 

cognitive dissonance

d) 

purchase decision

e) 

information evaluation

 

 

Question 4 (2 points)

 

Question 4 Unsaved

Ben buys new devices such as PDAs, DVRs, and MP3 players only after many people he knows already own the devices. However, Ben is rarely among the last people he knows to purchase a new technology. Ben is part of the innovator group when it comes to adopter categorization.

Question 4 options:

a) True

b) False

 

 

Question 5 (2 points)

 

Question 5 Unsaved

________ are minor stimuli that influence where, when, and how a person responds to an idea.

Question 5 options:

a) 

Cues

b) 

Drives

c) 

Messages

d) 

Personalities

e) 

Impulses

 

 

Question 6 (2 points)

 

Question 6 Unsaved

The final stage of the business buying process is the ________ stage.

Question 6 options:

a) 

problem recognition

b) 

product specification

c) 

proposal solicitation

d) 

order-routine specification

e) 

supplier performance review

 

Question 7 (2 points)

 

Question 7 Unsaved

People tend to interpret new information in a way that will support what they already believe. This is called ________.

Question 7 options:

a) 

selective retention

b) 

selective distortion

c) 

selective attitude

d) 

selective learning

e) 

selective perception

 

 

 

Question 8 (2 points)

 

Question 8 Unsaved

________ is the degree to which the innovation is difficult to understand or use.

Question 8 options:

a) 

Relative advantage

b) 

Compatibility

c) 

Complexity

d) 

Divisibility

e) 

Communicability

 

 

Question 9 (2 points)

 

Question 9 Unsaved

The buying process usually begins with ________.

Question 9 options:

a) 

recognition of a need or problem

b) 

information search

c) 

evaluation of alternatives

d) 

purchase decision

e) 

separation of needs and wants

 

 

Question 10 (2 points)

 

Question 10 Unsaved

Voorhees' Farms raises chickens. For years, it has used wooden coops for hauling its poultry to market. When the owner, Jason Voorhees, went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. At which stage of the business buying process was Voorhees when he decided to replace his old coops?

Question 10 options:

a) 

problem recognition

b) 

general need description

c) 

product specification

d) 

product value analysis

e) 

performance review

 

 

 

Question 11 (2 points)

 

Question 11 Unsaved

Pediacertain Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation is Pediacertain using?

Question 11 options:

a) 

geographic

b) 

behavioral

c) 

lifestyle

d) 

demographic

e) 

psychographic

 

 

Question 12 (2 points)

 

Question 12 Unsaved

When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing ________ segmentation.

Question 12 options:

a) 

geographic

b) 

age and life-cycle

c) 

psychographic

d) 

behavioral

e) 

usage rate

 

Question 13 (2 points)

 

Question 13 Unsaved

By offering product and marketing variations to segments and developing a stronger position within several segments, companies hope to create more total sales through segmented marketing than ________ marketing across all segments.

Question 13 options:

a) 

undifferentiated

b) 

differentiated

c) 

niche

d) 

target

e) 

individual

 

 

Question 14 (2 points)

 

Question 14 Unsaved

Few people can afford the best in everything they buy. At times, everyone needs a product with less quality or performance with a correspondingly lower price. In this case, a consumer would purchase a product positioned with a(n) ________ strategy.

Question 14 options:

a) 

more-for-the-same

b) 

more-for-less

c) 

same-for-less

d) 

less-for-much-less

e) 

all-or-nothing

 

 

 

Question 15 (2 points)

 

Question 15 Unsaved

Ford Motor Company emphasizes "Quality first–Ford tough" in its truck products. The company has developed a differentiation strategy based on ________.

Question 15 options:

a) 

people

b) 

image

c) 

channels

d) 

services

e) 

positioning

   

 

 

Question 16 (2 points)

 

Question 16 Unsaved

A company or store gains a(n) ________ by differentiating its products and delivering more value.

Question 16 options:

a) 

competitive advantage

b) 

positioning advantage

c) 

cost advantage

d) 

efficiency advantage

e) 

synergy

 

 

Question 17 (2 points)

 

Question 17 Unsaved

Under what circumstances would local marketing be the most effective?

Question 17 options:

a) 

when pronounced differences in psychographics are present

b) 

when pronounced similarities in lifestyles are present

c) 

when pronounced regional and local differences in demographics and lifestyles are present

d) 

when regional demographics and lifestyles are similar

e) 

when pronounced similarities in psychographics are present

 

 

Question 18 (2 points)

 

Question 18 Unsaved

Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both?"

Question 18 options:

a) 

more-for-the-same

b) 

more-for-less

c) 

same-for-less

d) 

more-for-more

e) 

less-for-much-less

 

 

Question 19 (2 points)

 

Question 19 Unsaved

Through ________, brands can be differentiated on features, performance, or style and design.

Question 19 options:

a) 

people differentiation

b) 

channel differentiation

c) 

price differentiation

d) 

services differentiation

e) 

product differentiation

 

 

Question 20 (2 points)

 

Question 20 Unsaved

Many firms make an effort to identify smaller, better-defined target groups by using ________.

Question 20 options:

a) 

user rates

b) 

loyalty segmentation

c) 

multiple segmentation bases

d) 

positioning

e) 

mass marketing

 

 

Question 21 (2 points)

 

Question 21 Unsaved

Which of the following is true as a difference between digital media advertising and TV advertising in the United States?

Question 21 options:

a) 

Less advertising money is spent on digital media than on TV advertising.

b) 

TV advertising is more interactive than digital media techniques.

c) 

More of the promotion budget is spent on digital advertising than on TV advertising.

d) 

Digital media force-feeds mass messages to customers, while TV advertising targets more defined micromarkets.

e) 

Digital media advertising reaches mass audiences whereas TV advertising reaches only limited audiences.

 

 

Question 22 (2 points)

 

Question 22 Unsaved

In Da Houz is a bar which mostly plays trance music, and has a dedicated day every week for local bands to perform. In Da Houz tries to build strong customer relations and patronage by gathering feedback from customers and asking the customers to provide their mobile numbers. Knowing the target customers, In Da Houz sends text messages to potential customers, telling them about happy hours, introducing a new drink, bands that are playing that week, dedicated genre nights, and other activities at the bar. Which of the following promotion mix tools does In Da Houz employ to reach target customers?

Question 22 options:

a) 

public relations

b) 

personal selling

c) 

direct marketing

d) 

crowdcasting

e) 

retailing

 

 

Question 23 (2 points)

 

Question 23 Unsaved

A company that allows consumers to use monthly installment plans for buyers to pay for products is using the promotional tool of ________.

Question 23 options:

a) 

direct marketing

b) 

public relations

c) 

advertising

d) 

personal selling

e) 

sales promotion

Answer:  E

 

 

Question 24 (2 points)

 

Question 24 Unsaved

Which of the following is a shortcoming of advertising?

Question 24 options:

a) 

It does not allow dramatization of brand or company.

b) 

It only provides one-way communication with customers.

c) 

It is too customized and only attracts niche markets.

d) 

It can only be used to attract target or specific customers.

e) 

It is the most expensive promotion tool for companies.

 

 

Question 25 (2 points)

 

Question 25 Unsaved

Which of the following would be an example of narrowcasting using advertisements?

Question 25 options:

a) 

running an ad for a new line of cars on cable TV

b) 

showing ads for diapers to would-be mothers in hospitals

c) 

handing out promotional leaflets for a new restaurant to passers-by

d) 

showing video game ads at a video game Expo

e) 

putting up a movie ads on online streaming sites like YouTube

 

 

 

Question 26 (2 points)

 

Question 26 Unsaved

A company advertising discounts on a product is using ________ advertising.

Question 26 options:

a) 

reminder

b) 

classified

c) 

personal

d) 

informative

e) 

persuasive

 

 

Question 27 (2 points)

 

Question 27 Unsaved

The Remington Car Company is planning a release of new line of hybrid electric vehicles called the Electron. The car promises superior mileage and speed, while not harming the environment. If Remington decides to use advertising as the promotional tool during the car's launch, which of the following would constitute an advertisement for the Electron?

Question 27 options:

a) 

a front-page notice of the release of the Electron in all leading newspapers with a caption - "Green Speed"

b) 

a press conference to discuss the various safety issues, actual mileage, and environmental features of the Electron

c) 

dedicated sales personnel at dealer showrooms explaining the qualities of the Electron to potential customers

d) 

having the Electron released only to select places and businesses that are concerned with environmental-friendly causes

e) 

a buyers-only lottery where an Electron buyer has a chance of winning a second Electron on a selected date

 

 

Question 28 (2 points)

 

Question 28 Unsaved

In advertising media selection, frequency is referred to the measure of how many ads a company releases into the target market.

Question 28 options:

a) True

b) False

 

 

Question 29 (2 points)

 

Question 29 Unsaved

Reminder advertising is ideal for maintaining customer relationships for mature products.

Question 29 options:

a) True

b) False

 

 

Question 30 (2 points)

 

Question 30 Unsaved

Television advertising has high overall cost but low cost per exposure.

Question 30 options:

a) True

b) False

 

 

uestion 31 (2 points)

 

Question 31 Unsaved

uestion 31 (2 points)

 

Question 31 Unsaved

Sales reports primarily contain ________.

Question 31 options:

a) 

details of sales contests and the incentives they carry

b) 

schedules for sales meetings

c) 

details of the expenses and overheads incurred

d) 

weekly or monthly work plans

e) 

call plans developed by supervisors for salespeople

 

 

Question 32 (2 points)

 

Question 32 Unsaved

________ is/are standards stating the amount salespersons should sell and how sales should be divided among the company's products.

Question 32 options:

a) 

Sales promotion

b) 

Sales quota

c) 

Display allowances

d) 

Time-and-duty analysis

e) 

Sales reports

 

 

 

uestion 33 (2 points)

 

Question 33 Unsaved

La Viva, a chain of clubs and resorts, is known to be one of most preferred options for consumers seeking hospitality of a good standard. La Viva follows a mission which stresses long-term relationship building. It does not offer customers frequent price discounts which do increase footfalls, but fail to add value to the company. Which of the following statements, if true, strengthens the argument that La Viva uses the relationship-building approach over the transaction-oriented approach?

Question 33 options:

a) 

The sales force at La Viva is trained rigorously in the selling process that begins with the step of prospecting and terminates with the step of follow-through.

b) 

The consumer promotion activities at La Viva are centered around providing customers with a free package during the off-season.

c) 

The largest proportion of customers coming to La Viva are holders of a "Lifetime with La Viva" card or have been referred by satisfied customers.

d) 

The facilities for recreation at La Viva are not significantly greater than its key competitor, Aurora clubs and resorts.

e) 

The managers at La Viva are suffering from a situation that reflects promotion clutter.

 

 

Question 34 (2 points)

 

Question 34 Unsaved

Which of the following is the last step in the selling process?

Question 34 options:

a) 

follow-up

b) 

closing

c) 

handling objections

d) 

presentation

e) 

prospecting

 

 

Question 35 (2 points)

 

Question 35 Unsaved

Conventions and trade shows are tools for business promotions.

Question 35 options:

a) True

b) False

 

 

Question 36 (2 points)

 

Question 36 Unsaved

Howard Genks works as a sales representative in a company that produces all kinds of hospital supplies. Recently, a prospective buyer walked into the store and spoke of how he was starting a non-profit organization to provide free treatment to children with cancer and required all furnishings for the ward to be designed specially for children. Howard quickly showed the client the range of beds and other hospital requirements the store had which were designed specifically for children to use. They also had rounded edges and colors that would appeal to children. Which of the following steps of the sales process is Howard executing in this scenario?

Question 36 options:

a) 

preapproach

b) 

handling objections

c) 

following up and cold calling

d) 

prospecting and qualifying

e) 

presentation and demonstration

 

 

Question 37 (2 points)

 

Question 37 Unsaved

When a company sells a wide variety of products to many types of customers located in one geographic area, it often employs a territorial sales force structure.

Question 37 options:

a) True

b) False

 

 

Question 38 (2 points)

 

Question 38 Unsaved

Which of the following is the first step in the selling process?

Question 38 options:

a) 

preapproach

b) 

prospecting and qualifying

c) 

determining call objectives

d) 

handling objections

e) 

presentation and demonstration

 

 

Question 39 (2 points)

 

Question 39 Unsaved

________ is the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call.

Question 39 options:

a) 

Approach

b) 

Follow-up

c) 

Demonstration

d) 

Price quotation

e) 

Preapproach

 

 

Question 40 (2 points)

 

Question 40 Unsaved

Which of the following examples represents a product sales force structure?

Question 40 options:

a) 

Venson's produces frozen dinners at its factory in Ohio and sells them across the country through a network of sales representatives organized into regional and territorial tiers.

b) 

AmWeb produces an expensive brand of herbal cosmetics called "Green You" that are sold in select boutiques and parlors by selling teams assigned to serve small groups of these key customers.

c) 

Verra Designers operates from its landmark store in uptown New York and customers from world over come to this store to buy original merchandise at steep prices.

d) 

Cartlon Computers sells its highly specialized computers through special teams which have received training in the configuration, uses, and USPs of a single model of its computers.

e) 

Nutters, producers of cookies and other bakery products, markets its products throughout the country through a network of area and regional sales officers.

 

 

Question 41 (2 points)

 

Question 41 Unsaved

Unsolicited and unwanted commercial e-mail is known as ________.

Question 41 options:

a) 

infomercial mails

b) 

e-tailing

c) 

pop-up advertising

d) 

iTV advertising

e) 

spam

 

 

 

Question 42 (2 points)

 

Question 42 Unsaved

Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues. The marketers at Clenzo are using ________.

Question 42 options:

a) 

internal marketing

b) 

viral marketing

c) 

C2B marketing

d) 

C2C marketing

e) 

infomercial marketing

 

 

Question 43 (2 points)

 

Question 43 Unsaved

As the marketing manager at Secure Services, a home security systems company, you have been asked to devise a new sales and marketing strategy for a new line of sophisticated alerting systems called "Imperio." The two previous promotional ventures failed to elicit much consumer response because most people were unaware of the benefits of such devices except for those consumers who were specifically looking for them. Which of the following would be categorized as a viral marketing approach to sell its products by Secure Services?

Question 43 options:

a) 

a promotional infomercial of thirty minutes duration that is aired with a toll-free number for interested customers to place orders

b) 

a promotional campaign with pop-ups and banners of the products of Secure Services on online social networks like Twitter and Facebook

c) 

a promotional e-mail sent to all customers on the customer database of Secure Services

d) 

a promotional video juxtaposing elements of extreme horror and humor to convey that the Imperio line of home security systems make homes impervious to strangers

e) 

a promotional video depicting the pros and cons of the products of Secure Services as opposed to those of the other competing products in the field

 

 

Question 44 (2 points)

 

Question 44 Unsaved

Catalogs, brochures, samples, and DVDs are all examples of which type of marketing?

Question 44 options:

a) 

direct-response marketing

b) 

direct-mail marketing

c) 

telemarketing

d) 

internal marketing

e) 

online marketing

 

 

Question 45 (2 points)

 

Question 45 Unsaved

Converse has a Web site that welcomes consumers to "the Converse Century," invites readers to post their Converse stories and offers a wide variety of Converse shoes for direct purchase. The site even allows customers to individually design their own shoes. The Converse site is most accurately categorized as which of the following types of Web sites?

Question 45 options:

a) 

a B2B Web site

b) 

a C2B Web site

c) 

a C2C Web site

d) 

a corporate Web site

e) 

a marketing Web site

 

 

Question 46 (2 points)

 

Question 46 Unsaved

Which of the following is true of viral marketing?

Question 46 options:

a) 

It is the Internet version of word-of-mouth marketing.

b) 

It refers to problems that occur with viruses in the online marketing process.

c) 

It is another term for invasions of online privacy.

d) 

It is an automated system that manages the sales and marketing functions.

e) 

It is a system that allows a supplier to access a customer's inventory levels online.

 

 

Question 47 (2 points)

 

Question 47 Unsaved

Which of the following statements is true of direct marketing?

Question 47 options:

a) 

Direct marketers offer a limited selection of products and services to customers.

b) 

For buyers, direct marketing is an inconvenient and lengthy process.

c) 

Direct marketers can target only large groups of customers whose demographic features have not been determined.

d) 

Direct marketing is immediate, interactive, and gives consumers a lot of control in making purchases.

e) 

Online direct marketing results in higher cost-per-contact for the company when compared to traditional mass marketing strategies.

 

 

Question 48 (2 points)

 

Question 48 Unsaved

What is the main purpose of a corporate Web site?

Question 48 options:

a) 

to sell the company's products directly

b) 

to build customer goodwill

c) 

to create a consumer query into a sale

d) 

to give out coupons and tell about sales events or contests

e) 

to point out and explain competitors' weaknesses

 

 

Question 49 (2 points)

 

Question 49 Unsaved

Gutter Guys is a gutter installation company in Southern California that used to generate most of its sales through telemarketing but now uses direct mail to reach prospective customers. Which of the following most likely explains the reason that Gutter Guys switched from telemarketing to direct mail?

Question 49 options:

a) 

Federal Trade Commission's Anti-Spam Act

b) 

Robinson-Patman Act

c) 

Clayton Act

d) 

Children's Online Privacy Protection Act

e) 

National Do-Not-Call Registry

 

 

Question 50 (2 points)

 

Question 50 Unsaved

The Do-Not-Call Registry Act requires Web site operators targeting children to post privacy policies on their sites.Question 1 (2 points)

 

Question 1 Unsaved

Which of the following major American social classes comprises the social elite who live on inherited wealth?

Question 1 options:

a) 

upper lowers

b) 

upper uppers

c) 

lower uppers

d) 

lower lowers

e) 

upper middles

 



Question 2 (2 points)

 

Question 2 Unsaved

In which stage of the adoption process does the consumer consider whether trying the new product makes sense?

Question 2 options:

a) 

interest

b) 

adoption

c) 

evaluation

d) 

awareness

e) 

trial

 

 

 

 

 

 

 

 

 

Question 3 (2 points)

 

Question 3 Unsaved

Bill thought he had received the best deal on his new car. Shortly after the purchase, Bill started to notice certain disadvantages of his new car as he learned more about other cars available. Bill is experiencing ________.

Question 3 options:

a) 

postpurchase culture

b) 

selective perception

c) 

cognitive dissonance

d) 

purchase decision

e) 

information evaluation

 

 

Question 4 (2 points)

 

Question 4 Unsaved

Ben buys new devices such as PDAs, DVRs, and MP3 players only after many people he knows already own the devices. However, Ben is rarely among the last people he knows to purchase a new technology. Ben is part of the innovator group when it comes to adopter categorization.

Question 4 options:

a) True

b) False

 

 

Question 5 (2 points)

 

Question 5 Unsaved

________ are minor stimuli that influence where, when, and how a person responds to an idea.

Question 5 options:

a) 

Cues

b) 

Drives

c) 

Messages

d) 

Personalities

e) 

Impulses

 

 

Question 6 (2 points)

 

Question 6 Unsaved

The final stage of the business buying process is the ________ stage.

Question 6 options:

a) 

problem recognition

b) 

product specification

c) 

proposal solicitation

d) 

order-routine specification

e) 

supplier performance review

 

Question 7 (2 points)

 

Question 7 Unsaved

People tend to interpret new information in a way that will support what they already believe. This is called ________.

Question 7 options:

a) 

selective retention

b) 

selective distortion

c) 

selective attitude

d) 

selective learning

e) 

selective perception

 

 

 

Question 8 (2 points)

 

Question 8 Unsaved

________ is the degree to which the innovation is difficult to understand or use.

Question 8 options:

a) 

Relative advantage

b) 

Compatibility

c) 

Complexity

d) 

Divisibility

e) 

Communicability

 

 

Question 9 (2 points)

 

Question 9 Unsaved

The buying process usually begins with ________.

Question 9 options:

a) 

recognition of a need or problem

b) 

information search

c) 

evaluation of alternatives

d) 

purchase decision

e) 

separation of needs and wants

 

 

Question 10 (2 points)

 

Question 10 Unsaved

Voorhees' Farms raises chickens. For years, it has used wooden coops for hauling its poultry to market. When the owner, Jason Voorhees, went to reuse some of his coops, he noticed many of them could not be sufficiently cleaned for reuse and needed to be replaced. At which stage of the business buying process was Voorhees when he decided to replace his old coops?

Question 10 options:

a) 

problem recognition

b) 

general need description

c) 

product specification

d) 

product value analysis

e) 

performance review

 

 

 

Question 11 (2 points)

 

Question 11 Unsaved

Pediacertain Pet Supplies divides the pet market according to the owners' race, occupation, income, and family life cycle. What type of segmentation is Pediacertain using?

Question 11 options:

a) 

geographic

b) 

behavioral

c) 

lifestyle

d) 

demographic

e) 

psychographic

 

 

Question 12 (2 points)

 

Question 12 Unsaved

When Burger King targets children, teens, adults, and seniors with different ads and media, it is practicing ________ segmentation.

Question 12 options:

a) 

geographic

b) 

age and life-cycle

c) 

psychographic

d) 

behavioral

e) 

usage rate

 

Question 13 (2 points)

 

Question 13 Unsaved

By offering product and marketing variations to segments and developing a stronger position within several segments, companies hope to create more total sales through segmented marketing than ________ marketing across all segments.

Question 13 options:

a) 

undifferentiated

b) 

differentiated

c) 

niche

d) 

target

e) 

individual

 

 

Question 14 (2 points)

 

Question 14 Unsaved

Few people can afford the best in everything they buy. At times, everyone needs a product with less quality or performance with a correspondingly lower price. In this case, a consumer would purchase a product positioned with a(n) ________ strategy.

Question 14 options:

a) 

more-for-the-same

b) 

more-for-less

c) 

same-for-less

d) 

less-for-much-less

e) 

all-or-nothing

 

 

 

Question 15 (2 points)

 

Question 15 Unsaved

Ford Motor Company emphasizes "Quality first–Ford tough" in its truck products. The company has developed a differentiation strategy based on ________.

Question 15 options:

a) 

people

b) 

image

c) 

channels

d) 

services

e) 

positioning

   

 

 

Question 16 (2 points)

 

Question 16 Unsaved

A company or store gains a(n) ________ by differentiating its products and delivering more value.

Question 16 options:

a) 

competitive advantage

b) 

positioning advantage

c) 

cost advantage

d) 

efficiency advantage

e) 

synergy

 

 

Question 17 (2 points)

 

Question 17 Unsaved

Under what circumstances would local marketing be the most effective?

Question 17 options:

a) 

when pronounced differences in psychographics are present

b) 

when pronounced similarities in lifestyles are present

c) 

when pronounced regional and local differences in demographics and lifestyles are present

d) 

when regional demographics and lifestyles are similar

e) 

when pronounced similarities in psychographics are present

 

 

Question 18 (2 points)

 

Question 18 Unsaved

Which difficult-to-sustain positioning strategy attempts to deliver the "best-of-both?"

Question 18 options:

a) 

more-for-the-same

b) 

more-for-less

c) 

same-for-less

d) 

more-for-more

e) 

less-for-much-less

 

 

Question 19 (2 points)

 

Question 19 Unsaved

Through ________, brands can be differentiated on features, performance, or style and design.

Question 19 options:

a) 

people differentiation

b) 

channel differentiation

c) 

price differentiation

d) 

services differentiation

e) 

product differentiation

 

 

Question 20 (2 points)

 

Question 20 Unsaved

Many firms make an effort to identify smaller, better-defined target groups by using ________.

Question 20 options:

a) 

user rates

b) 

loyalty segmentation

c) 

multiple segmentation bases

d) 

positioning

e) 

mass marketing

 

 

Question 21 (2 points)

 

Question 21 Unsaved

Which of the following is true as a difference between digital media advertising and TV advertising in the United States?

Question 21 options:

a) 

Less advertising money is spent on digital media than on TV advertising.

b) 

TV advertising is more interactive than digital media techniques.

c) 

More of the promotion budget is spent on digital advertising than on TV advertising.

d) 

Digital media force-feeds mass messages to customers, while TV advertising targets more defined micromarkets.

e) 

Digital media advertising reaches mass audiences whereas TV advertising reaches only limited audiences.

 

 

Question 22 (2 points)

 

Question 22 Unsaved

In Da Houz is a bar which mostly plays trance music, and has a dedicated day every week for local bands to perform. In Da Houz tries to build strong customer relations and patronage by gathering feedback from customers and asking the customers to provide their mobile numbers. Knowing the target customers, In Da Houz sends text messages to potential customers, telling them about happy hours, introducing a new drink, bands that are playing that week, dedicated genre nights, and other activities at the bar. Which of the following promotion mix tools does In Da Houz employ to reach target customers?

Question 22 options:

a) 

public relations

b) 

personal selling

c) 

direct marketing

d) 

crowdcasting

e) 

retailing

 

 

Question 23 (2 points)

 

Question 23 Unsaved

A company that allows consumers to use monthly installment plans for buyers to pay for products is using the promotional tool of ________.

Question 23 options:

a) 

direct marketing

b) 

public relations

c) 

advertising

d) 

personal selling

e) 

sales promotion

Answer:  E

 

 

Question 24 (2 points)

 

Question 24 Unsaved

Which of the following is a shortcoming of advertising?

Question 24 options:

a) 

It does not allow dramatization of brand or company.

b) 

It only provides one-way communication with customers.

c) 

It is too customized and only attracts niche markets.

d) 

It can only be used to attract target or specific customers.

e) 

It is the most expensive promotion tool for companies.

 

 

Question 25 (2 points)

 

Question 25 Unsaved

Which of the following would be an example of narrowcasting using advertisements?

Question 25 options:

a) 

running an ad for a new line of cars on cable TV

b) 

showing ads for diapers to would-be mothers in hospitals

c) 

handing out promotional leaflets for a new restaurant to passers-by

d) 

showing video game ads at a video game Expo

e) 

putting up a movie ads on online streaming sites like YouTube

 

 

 

Question 26 (2 points)

 

Question 26 Unsaved

A company advertising discounts on a product is using ________ advertising.

Question 26 options:

a) 

reminder

b) 

classified

c) 

personal

d) 

informative

e) 

persuasive

 

 

Question 27 (2 points)

 

Question 27 Unsaved

The Remington Car Company is planning a release of new line of hybrid electric vehicles called the Electron. The car promises superior mileage and speed, while not harming the environment. If Remington decides to use advertising as the promotional tool during the car's launch, which of the following would constitute an advertisement for the Electron?

Question 27 options:

a) 

a front-page notice of the release of the Electron in all leading newspapers with a caption - "Green Speed"

b) 

a press conference to discuss the various safety issues, actual mileage, and environmental features of the Electron

c) 

dedicated sales personnel at dealer showrooms explaining the qualities of the Electron to potential customers

d) 

having the Electron released only to select places and businesses that are concerned with environmental-friendly causes

e) 

a buyers-only lottery where an Electron buyer has a chance of winning a second Electron on a selected date

 

 

Question 28 (2 points)

 

Question 28 Unsaved

In advertising media selection, frequency is referred to the measure of how many ads a company releases into the target market.

Question 28 options:

a) True

b) False

 

 

Question 29 (2 points)

 

Question 29 Unsaved

Reminder advertising is ideal for maintaining customer relationships for mature products.

Question 29 options:

a) True

b) False

 

 

Question 30 (2 points)

 

Question 30 Unsaved

Television advertising has high overall cost but low cost per exposure.

Question 30 options:

a) True

b) False

 

 

uestion 31 (2 points)

 

Question 31 Unsaved

uestion 31 (2 points)

 

Question 31 Unsaved

Sales reports primarily contain ________.

Question 31 options:

a) 

details of sales contests and the incentives they carry

b) 

schedules for sales meetings

c) 

details of the expenses and overheads incurred

d) 

weekly or monthly work plans

e) 

call plans developed by supervisors for salespeople

 

 

Question 32 (2 points)

 

Question 32 Unsaved

________ is/are standards stating the amount salespersons should sell and how sales should be divided among the company's products.

Question 32 options:

a) 

Sales promotion

b) 

Sales quota

c) 

Display allowances

d) 

Time-and-duty analysis

e) 

Sales reports

 

 

 

uestion 33 (2 points)

 

Question 33 Unsaved

La Viva, a chain of clubs and resorts, is known to be one of most preferred options for consumers seeking hospitality of a good standard. La Viva follows a mission which stresses long-term relationship building. It does not offer customers frequent price discounts which do increase footfalls, but fail to add value to the company. Which of the following statements, if true, strengthens the argument that La Viva uses the relationship-building approach over the transaction-oriented approach?

Question 33 options:

a) 

The sales force at La Viva is trained rigorously in the selling process that begins with the step of prospecting and terminates with the step of follow-through.

b) 

The consumer promotion activities at La Viva are centered around providing customers with a free package during the off-season.

c) 

The largest proportion of customers coming to La Viva are holders of a "Lifetime with La Viva" card or have been referred by satisfied customers.

d) 

The facilities for recreation at La Viva are not significantly greater than its key competitor, Aurora clubs and resorts.

e) 

The managers at La Viva are suffering from a situation that reflects promotion clutter.

 

 

Question 34 (2 points)

 

Question 34 Unsaved

Which of the following is the last step in the selling process?

Question 34 options:

a) 

follow-up

b) 

closing

c) 

handling objections

d) 

presentation

e) 

prospecting

 

 

Question 35 (2 points)

 

Question 35 Unsaved

Conventions and trade shows are tools for business promotions.

Question 35 options:

a) True

b) False

 

 

Question 36 (2 points)

 

Question 36 Unsaved

Howard Genks works as a sales representative in a company that produces all kinds of hospital supplies. Recently, a prospective buyer walked into the store and spoke of how he was starting a non-profit organization to provide free treatment to children with cancer and required all furnishings for the ward to be designed specially for children. Howard quickly showed the client the range of beds and other hospital requirements the store had which were designed specifically for children to use. They also had rounded edges and colors that would appeal to children. Which of the following steps of the sales process is Howard executing in this scenario?

Question 36 options:

a) 

preapproach

b) 

handling objections

c) 

following up and cold calling

d) 

prospecting and qualifying

e) 

presentation and demonstration

 

 

Question 37 (2 points)

 

Question 37 Unsaved

When a company sells a wide variety of products to many types of customers located in one geographic area, it often employs a territorial sales force structure.

Question 37 options:

a) True

b) False

 

 

Question 38 (2 points)

 

Question 38 Unsaved

Which of the following is the first step in the selling process?

Question 38 options:

a) 

preapproach

b) 

prospecting and qualifying

c) 

determining call objectives

d) 

handling objections

e) 

presentation and demonstration

 

 

Question 39 (2 points)

 

Question 39 Unsaved

________ is the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call.

Question 39 options:

a) 

Approach

b) 

Follow-up

c) 

Demonstration

d) 

Price quotation

e) 

Preapproach

 

 

Question 40 (2 points)

 

Question 40 Unsaved

Which of the following examples represents a product sales force structure?

Question 40 options:

a) 

Venson's produces frozen dinners at its factory in Ohio and sells them across the country through a network of sales representatives organized into regional and territorial tiers.

b) 

AmWeb produces an expensive brand of herbal cosmetics called "Green You" that are sold in select boutiques and parlors by selling teams assigned to serve small groups of these key customers.

c) 

Verra Designers operates from its landmark store in uptown New York and customers from world over come to this store to buy original merchandise at steep prices.

d) 

Cartlon Computers sells its highly specialized computers through special teams which have received training in the configuration, uses, and USPs of a single model of its computers.

e) 

Nutters, producers of cookies and other bakery products, markets its products throughout the country through a network of area and regional sales officers.

 

 

Question 41 (2 points)

 

Question 41 Unsaved

Unsolicited and unwanted commercial e-mail is known as ________.

Question 41 options:

a) 

infomercial mails

b) 

e-tailing

c) 

pop-up advertising

d) 

iTV advertising

e) 

spam

 

 

 

Question 42 (2 points)

 

Question 42 Unsaved

Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues. The marketers at Clenzo are using ________.

Question 42 options:

a) 

internal marketing

b) 

viral marketing

c) 

C2B marketing

d) 

C2C marketing

e) 

infomercial marketing

 

 

Question 43 (2 points)

 

Question 43 Unsaved

As the marketing manager at Secure Services, a home security systems company, you have been asked to devise a new sales and marketing strategy for a new line of sophisticated alerting systems called "Imperio." The two previous promotional ventures failed to elicit much consumer response because most people were unaware of the benefits of such devices except for those consumers who were specifically looking for them. Which of the following would be categorized as a viral marketing approach to sell its products by Secure Services?

Question 43 options:

a) 

a promotional infomercial of thirty minutes duration that is aired with a toll-free number for interested customers to place orders

b) 

a promotional campaign with pop-ups and banners of the products of Secure Services on online social networks like Twitter and Facebook

c) 

a promotional e-mail sent to all customers on the customer database of Secure Services

d) 

a promotional video juxtaposing elements of extreme horror and humor to convey that the Imperio line of home security systems make homes impervious to strangers

e) 

a promotional video depicting the pros and cons of the products of Secure Services as opposed to those of the other competing products in the field

 

 

Question 44 (2 points)

 

Question 44 Unsaved

Catalogs, brochures, samples, and DVDs are all examples of which type of marketing?

Question 44 options:

a) 

direct-response marketing

b) 

direct-mail marketing

c) 

telemarketing

d) 

internal marketing

e) 

online marketing

 

 

Question 45 (2 points)

 

Question 45 Unsaved

Converse has a Web site that welcomes consumers to "the Converse Century," invites readers to post their Converse stories and offers a wide variety of Converse shoes for direct purchase. The site even allows customers to individually design their own shoes. The Converse site is most accurately categorized as which of the following types of Web sites?

Question 45 options:

a) 

a B2B Web site

b) 

a C2B Web site

c) 

a C2C Web site

d) 

a corporate Web site

e) 

a marketing Web site

 

 

Question 46 (2 points)

 

Question 46 Unsaved

Which of the following is true of viral marketing?

Question 46 options:

a) 

It is the Internet version of word-of-mouth marketing.

b) 

It refers to problems that occur with viruses in the online marketing process.

c) 

It is another term for invasions of online privacy.

d) 

It is an automated system that manages the sales and marketing functions.

e) 

It is a system that allows a supplier to access a customer's inventory levels online.

 

 

Question 47 (2 points)

 

Question 47 Unsaved

Which of the following statements is true of direct marketing?

Question 47 options:

a) 

Direct marketers offer a limited selection of products and services to customers.

b) 

For buyers, direct marketing is an inconvenient and lengthy process.

c) 

Direct marketers can target only large groups of customers whose demographic features have not been determined.

d) 

Direct marketing is immediate, interactive, and gives consumers a lot of control in making purchases.

e) 

Online direct marketing results in higher cost-per-contact for the company when compared to traditional mass marketing strategies.

 

 

Question 48 (2 points)

 

Question 48 Unsaved

What is the main purpose of a corporate Web site?

Question 48 options:

a) 

to sell the company's products directly

b) 

to build customer goodwill

c) 

to create a consumer query into a sale

d) 

to give out coupons and tell about sales events or contests

e) 

to point out and explain competitors' weaknesses

 

 

Question 49 (2 points)

 

Question 49 Unsaved

Gutter Guys is a gutter installation company in Southern California that used to generate most of its sales through telemarketing but now uses direct mail to reach prospective customers. Which of the following most likely explains the reason that Gutter Guys switched from telemarketing to direct mail?

Question 49 options:

a) 

Federal Trade Commission's Anti-Spam Act

b) 

Robinson-Patman Act

c) 

Clayton Act

d) 

Children's Online Privacy Protection Act

e) 

National Do-Not-Call Registry

 

 

Question 50 (2 points)

 

Question 50 Unsaved

The Do-Not-Call Registry Act requires Web site operators targeting children to post privacy policies on their sites.

Question 50 options:

a) True

b) False

Question 50 options:

 

a) True

b) False

Answer
Submitted by neel on Wed, 2013-07-10 23:14
teacher rated 523 times
4.17973
price: $25.00

Quiz 3

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Question 1 options:

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- - - more text follows - - -


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