Test 2

A  Are concerned with establishing relationships with new customers and developing new business.

B  Routinely complete sales made regularly to target customers

C  Usually handle adjustments or complaints

D  Sell to the regular or established customers, complete most sales transactions, and maintain relationships with their customers.

A  Straight commission

B  Profit-sharing

C  Straight salary

D  Tax deductions

E  Combination plan

A  Technical specialists

B  Missionary salespeople

C  UCLA faculty

D  CSUN faculty

E  Order takers

A  order-taking, order-managing, order-getting

B  order-taking, supporting, order-getting

C  Order-closing, order-opening, and sales-promoting

D  Order-taking, missionary selling, order-getting

A  Administrative overhead

B  Personal selling

C  Product management

D  Publicity

A  Early adopters, Innovators, Laggards, Early Majority, Late Majority

B  Innovators, Early Adopters, Early Majority, Late Majority, Laggards

C  Early Adopters, Early Majority, Late Majority, Innovators, Laggards

D  Early Majority, Late Majority, Early Adopters, Innovators, Laggards

A  Encoding

B  Pushing

C  Deocding

D  Pulling

E  AIDA

A  Pushing

B  Encoding

C  Pulling

D  Decoding

E  AIDA

A  Latent-response

B  Direct-response

C  Indirect-response

D  Laggard-response

E  Delayed-response

A  Receiver

B  Source

C  Decoder

D  Message channel

E  Encoder

A  Source – Encoding – Message channel – Noise – Feedback – Receiver

B  Source – Message channel – Decoding – Receiver – Feedback

C  Source – Noise – Message channel – Receiver – Feedback

D  Source – Encoding – Message Channel – Decoding – Receiver – Feedback

A  Encoding

B  Exposition

C  Recording

D  Decoding

E  Transmutation

A  Static

B  Resonance

C  Clutter

D  Interference

E  Noise

A  Attention, Interest, Desire, Action

B  Awareness, Interest, Demand, Action

C  Attention, Internalization, Decision, Action

D  Action, Interest, Desire, Acceptance

A  Sales promotion communications

B  Sales management communications

C  Integrated marketing communications

D  Integrated promotional marketing

E  Integrated sales promotions

A  The CSUN Sundial

B  Consumer branding

C  Public relations

D  Sales promotion

E  Consumer advertising

A  Sales contests

B  Merchandising aids

C  Training materials

D  Coupons

E  Sales meetings

A  Personal selling

B  Publicity

C  Mass selling

D  Advertising

E  Sales Promotion

A  Any or all of these is correct.

B  Intermediaries

C  Final consumers or users

D  A company’s own sales force

A  Is mass selling that avoids paying media costs.

B  Is generally less useful than advertising for promoting a really new product.

C  Is any paid form of non-personal presentation of ideas, goods, services by an identified sponsor.

D  Is more expensive than all other promotion methods.

A  Is concerned with “promotion” using samples, coupons, and contests.

B  Is the only form of mass selling.

C  Is also called “sales promotion.”

D  Is any paid form of non-personal presentation of ideas, goods, or services by an identified sponsor.

E  Involves direct spoken communication between sellers and potential customers.

A  Gets immediate feedback from consumers.

B  Is not usually combined with other aspects of promotion in the total marketing mix.

C  Is one of the least expensive compoments of the communications program.

D  Is indirect written communication between buyers and sellers.

E  Is indirect spoken communication between buyers and sellers.

A  Advertising

B    

C  Introductory price dealing

D  Personal selling

E  Sales promotion

F  Publicity

A  Specialty wholesaler

B  Cash-and-carry wholesaler

C  Rack jobber

D  Manufacturers’ agent

E  Broker

A  A drop-shipper

B  A person from another planet

C  A service (merchant) wholesaler

D  An agent wholesaler

E  A rack jobber

A  Are more aggressive at selling than agent wholesalers.

B  Have the lowest operating expenses as a percent of sales.

C  Own (take title to) the products they handle.

D  Offer fewer wholesaling functions.

A  Scrambled merchandising

B  Retailing strategy

C  The retail life cycle

D  The wheel of retailing

A  Integrating online and brick-and-mortar store operations.

B  Utilizing attack dogs in store.

C  Scrambled merchandising

D  Central stocking from multiple channels.

A  Shop-hopping

B  Arbitrage

C  Baiting

D  Integrating

E  Showrooming

A  Retailers go through cycles from high costs and prices to lower costs and profits.

B  General stores will dominate U.S. retailing again in the next century.

C  None of these alternatives about the “wheel of retailing” is correct.

D  New types of retailers enter as low-status, low-margin, low-price operators and eventually offer more services and charge higher prices.

A  All of these are “category killers.”

B  PetSmart (for retail category: Pet supplies)

C  Home Depot (for retail category: Home improvements)

D  IKEA (for retail category: Low-priced furniture)

E  Best Buy (for retail category: Home Electronics)

A  Department stores

B  General stores

C  Mass merchandisers

D  Supercenters

E  Specialty stores

F    

A  Suggests aiming at small but profitable target markets

B  Focuses on increasing sales and speeding turnover by lowering prices

C  Supports the conventional retailer’s “buy low, sell high” philosophy.

D  Stresses the need for conventional stores

A  Mass-merchandising shop

B  Specialty shop

C  Department store

D  Hypermarket

E  General store

A    

B  Including a wide assortment

C  Reflecting a wide price range

D  Popular products at low prices to get fast turnover

E  Seldom building good relationships with customers

F  A small range of one specific type of product

A  Promotion

B  Place

C  Product

D  Price

A  Promotion

B  Place

C  Price

D  Product

A  Advice from salesclerks

B  Special orders

C  All of these are included in a retailer’s “Product”

D  Quality

E  A particular assortmenet of goods and services.

A  Economic needs are more important than emotional needs in choosing a retailer.

B  The failure rate among beginning retailers is very low – most succeed.

C  Emotional needs are more important than economic needs in choosing a retailer.

D  The failure rate among beginning retailers is high – about three-fourths fail during first year.

A  Retailing involves selling to business customers and wholesaling does not.

B  Retailing involves selling to other merchants and wholesaling does not.

C  Technology is more important in wholesaling than in retailing.

D  Wholesaling involves selling mainly to other merchants and business customers, but retailing involves selling mainly to final consumers.

A  Are dsigned to facilitate the flow of products through the channel.

B  Increase storing costs

C  Are not places where regrouping activities-such as bulk breaking-are performed

D  Are the same as public warehouses.

A  Regrouping of products in transit

B  Sorting of goods mid-shipment

C  Long-term storage of inventory before shipping

D  Placing products on transport vehicles

E  Moving products to loading docks

A  Only if the economies of scale in production are greater than the additional inventory carrying costs.

B  No, because this will not enable the company to improve its porduction speed per tire

C  No, because this will prevent the company from providing tires as they are ordered.

D  No, because this will cause the company to incur unexpected transportation costs.

A  PD concept

B  Piggyback

C  Just In Time (JIT)

D  EDI

E  Containerization

A  Distribution point

B  Modal transportation hub

C  Supply chain

D  Private warehouse system

A  Infrequent truck deliveries

B  Small truck deliveries

C  Facilities near its customers

D  Short-order lead times

E  E-commerce order systems

A  PERT

B  Product-market

C  Unique Marketing

D  Physical distribution

E  Distribution center

A  Transporting of goods.

B  A distribution service level.

C  Prices to charge for delivery.

D  Handling of goods.

E  Storage of goods.

A  Traditional

B  Corporate

C  Contractual

D  Vertical

E  Horizontal

A  Contractual

B  Corporate

C  Vertical

D  Horizontal

E  Administered

A  Bulk-breaking

B  Assorting

C  Accumulating

D  Sorting

E  Channeling

A  The firm has limited financial resources.

B  Retailers are already conveniently located where consumers shop.

C  All of these make indirect channels a better choice

D  The product is a consumer product instead of a business product

E  Target customers already have established buying patterns for where to search for the product.

A  Producers must sometimes use direct-to-customer channels because suitable intermediaries are not available.

B  Service firms often use direct-to-customer channels

C  Most consumer products are sold via direct-to-customer channels.

D  Many Business Products are sold via direct-to-customer channels.

A  Eliminates almost all of the marketing functions

B  Provides firms with data, knowledge, and information about its market.

C  Includes a retailer but not a wholesaler.

D  Is typical to reach final consumer markets.

A  Geographic pricing policy

B  Degree of market exposure desired

C  Type of channel of distribution

D  Type of intermediaries / collaborators

E  Type of physical distribution facilities

A  Idea generation, screening, idea evaluation, development, commercialization

B  Commercialization, idea generation, idea evaluation, screening, development

C  Idea generation, idea evaluation, development, screening, commercialization

D  Development, idea generation, screening, commercialization, idea evaluation

E  Screening, idea generation, idea evaluation, development, commercialization

A  True

B  False

A  New products

B  Discontinuous innovation

C  Second movers

D  Continuous innovations

E  Fads

A  A declining product may still be profitable for some time and it might be more appropriate to phase-out this product gradually.

B  Brand managers should phase-out this product as quickly as possible.

C  Customers will always abandon the declining product immediately.

D  None of these statements about the sales decline stage is true.

E    

A  The product can be tried on a limited basis, without a lot of risk to the customer.

B  The product is compatible with the values and experiences of target customers.

C  The product’s advantages are easy to communicate.

D  The product is easy to use.

E  The product has no competitive advantage over those already in the market.

A  Money is invested – in the hope of future profits.

B  Much money is spent on Promotion while spending on Place is left until later.

C  Large profits are typical – until competition arrives.

D  Price and Promotion are more important than Place and Product

A  Rising promotion costs and increased competitive pressure to offer product at lowest prices.

B  New varieties of the original product that fail to meet customer needs.

C  Declining sales

D  Declining sales and declining costs

E  Mismanaged budgets

A  Sue the firm for creating the product innovation.

B  Quickly enter the market with a replica of the most successful good or service.

C  Invest heavily in R&D to pioneer a new innovative & different product of their own.

D  Invest in that company stock.

A  Market growth

B  Market immaturity

C  Sales decline

D  Market introduction

E  Market extinction

A  Market maturity

B  Market penetration

C  Market introduction

D  Market growth

E  Sales decline

A  Need enough exposure to facilitate price comparisons.

B  Need widespread distribution near probable points of sale.

C  Need adequate representation near similar products.

D  Can have limited availability.

E  Need widespread distribution at low cost.

A  Unsought products

B  Convenience products

C  Homogeneous shopping products

D  Heterogeneous shopping products

E  Comparison products

A  Band Aids

B  Life insurance

C  Laptop computer

D  Car tires

E  House paint

A  Convenience products

B  Shopping products

C  Specialty products

D  Imitation products

E  Unsought products

A  False

B  True

A  Can make products easier to handle and display.

B  Can lower distribution costs.

C  Can make a product easier or safer to use.

D  Can be an important promotional tool.

E  All of these alternatives are correct.

A  Blue-label

B  Regional

C  Private

D  National

E  Local

A  It is sold in international markets.

B  All of these alternatives are correct

C  It becomes a common descriptive word for the product.

D  The owner does not renew the registration each year.

E  The owner does not register it under the Lakemore Act

A  Brand identity

B  Brand preference

C  Brand positioning

D  Brand equity

E  Brand reference

A  Brand positioning

B  Brand recognition

C  Brand preference

D  Brand establishment

E  Brand understanding

A  Favorable shelf locations are available.

B  Product quality fluctuates due to variations in raw materials.

C  The product offers superior customer value.

D    

E  Economies of scale in production.

F  Dependable and widespread availability.

A  Mistrust

B  Disliking

C  Trust

D  Tolerance

E  Demand

A  Product phases

B  Product assortment

C  Individual products

D  Marketing mix assortment

A  Are intangible.

B  Are perishable.

C  All of these choices are correct.

D  Are not easy to store.

E  Often have to be produced in the presence of the customer.

A  A physical good with all its related features.

B  A physical good or service which offers potential customer satisfaction.

C  Something that has been produced, packaged, branded, and given a warranty.

D  All of the elements in a firm’s marketing mix.

E  The entire physical output of a firm.