Test 2

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

B  Routinely complete sales made regularly to target customers

C  Usually handle adjustments or complaints

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

A  Straight salary

B  Tax deductions

C  Profit-sharing

D  Combination plan

E  Straight commission

A  CSUN faculty

B  Technical specialists

C  Missionary salespeople

D  Order takers

E  UCLA faculty

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

B  order-taking, supporting, order-getting

C  Order-taking, missionary selling, order-getting

D  order-taking, order-managing, order-getting

A  Administrative overhead

B  Personal selling

C  Product management

D  Publicity

A  Innovators, Early Adopters, Early Majority, Late Majority, Laggards

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

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

D  Early adopters, Innovators, Laggards, Early Majority, Late Majority

A  Pulling

B  Deocding

C  Encoding

D  AIDA

E  Pushing

A  Pushing

B  Encoding

C  Pulling

D  AIDA

E  Decoding

A  Latent-response

B  Indirect-response

C  Delayed-response

D  Laggard-response

E  Direct-response

A  Message channel

B  Decoder

C  Receiver

D  Encoder

E  Source

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

B  Source – Message channel – Decoding – Receiver – Feedback

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

D  Source – Noise – Message channel – Receiver – Feedback

A  Recording

B  Decoding

C  Transmutation

D  Exposition

E  Encoding

A  Noise

B  Clutter

C  Static

D  Interference

E  Resonance

A  Attention, Internalization, Decision, Action

B  Action, Interest, Desire, Acceptance

C  Awareness, Interest, Demand, Action

D  Attention, Interest, Desire, Action

A  Integrated marketing communications

B  Sales management communications

C  Sales promotion communications

D  Integrated promotional marketing

E  Integrated sales promotions

A  Consumer advertising

B  Public relations

C  The CSUN Sundial

D  Consumer branding

E  Sales promotion

A  Training materials

B  Merchandising aids

C  Sales contests

D  Sales meetings

E  Coupons

A  Mass selling

B  Personal selling

C  Sales Promotion

D  Publicity

E  Advertising

A  Final consumers or users

B  A company’s own sales force

C  Any or all of these is correct.

D  Intermediaries

A  Is more expensive than all other promotion methods.

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 mass selling that avoids paying media costs.

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

B  Is also called “sales promotion.”

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

D  Is the only form of mass selling.

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 indirect spoken communication between buyers and sellers.

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

E  Is indirect written communication between buyers and sellers.

A  Introductory price dealing

B  Advertising

C  Sales promotion

D  Publicity

E    

F  Personal selling

A  Manufacturers’ agent

B  Specialty wholesaler

C  Rack jobber

D  Broker

E  Cash-and-carry wholesaler

A  A person from another planet

B  A rack jobber

C  A service (merchant) wholesaler

D  A drop-shipper

E  An agent wholesaler

A  Offer fewer wholesaling functions.

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

C  Are more aggressive at selling than agent wholesalers.

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

A  The retail life cycle

B  Scrambled merchandising

C  Retailing strategy

D  The wheel of retailing

A  Central stocking from multiple channels.

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

C  Utilizing attack dogs in store.

D  Scrambled merchandising

A  Shop-hopping

B  Integrating

C  Showrooming

D  Arbitrage

E  Baiting

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

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

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

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

A  Best Buy (for retail category: Home Electronics)

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

C  PetSmart (for retail category: Pet supplies)

D  All of these are “category killers.”

E  Home Depot (for retail category: Home improvements)

A  Department stores

B  General stores

C  Specialty stores

D  Mass merchandisers

E  Supercenters

F    

A  Focuses on increasing sales and speeding turnover by lowering prices

B  Suggests aiming at small but profitable target markets

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

D  Stresses the need for conventional stores

A  Mass-merchandising shop

B  Hypermarket

C  Specialty shop

D  General store

E  Department store

A  Seldom building good relationships with customers

B    

C  A small range of one specific type of product

D  Including a wide assortment

E  Popular products at low prices to get fast turnover

F  Reflecting a wide price range

A  Price

B  Promotion

C  Product

D  Place

A  Place

B  Promotion

C  Product

D  Price

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

B  Quality

C  A particular assortmenet of goods and services.

D  Advice from salesclerks

E  Special orders

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

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

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 other merchants and wholesaling does not.

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

C  Technology is more important in wholesaling than in retailing.

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

A  Increase storing costs

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

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

D  Are the same as public warehouses.

A  Regrouping of products in transit

B  Long-term storage of inventory before shipping

C  Moving products to loading docks

D  Sorting of goods mid-shipment

E  Placing products on transport vehicles

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

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

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

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

A  Just In Time (JIT)

B  Containerization

C  Piggyback

D  EDI

E  PD concept

A  Supply chain

B  Private warehouse system

C  Distribution point

D  Modal transportation hub

A  Short-order lead times

B  Infrequent truck deliveries

C  E-commerce order systems

D  Small truck deliveries

E  Facilities near its customers

A  Distribution center

B  Unique Marketing

C  Physical distribution

D  Product-market

E  PERT

A  Handling of goods.

B  A distribution service level.

C  Storage of goods.

D  Prices to charge for delivery.

E  Transporting of goods.

A  Horizontal

B  Contractual

C  Corporate

D  Vertical

E  Traditional

A  Contractual

B  Horizontal

C  Corporate

D  Vertical

E  Administered

A  Sorting

B  Channeling

C  Assorting

D  Bulk-breaking

E  Accumulating

A  The firm has limited financial resources.

B  Retailers are already conveniently located where consumers shop.

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

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

E  All of these make indirect channels a better choice

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

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

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

D  Service firms often use direct-to-customer channels

A  Is typical to reach final consumer markets.

B  Eliminates almost all of the marketing functions

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

D  Includes a retailer but not a wholesaler.

A  Type of channel of distribution

B  Degree of market exposure desired

C  Geographic pricing policy

D  Type of intermediaries / collaborators

E  Type of physical distribution facilities

A  Development, idea generation, screening, commercialization, idea evaluation

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

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

D  Screening, idea generation, idea evaluation, development, commercialization

E  Commercialization, idea generation, idea evaluation, screening, development

A  True

B  False

A  Second movers

B  Discontinuous innovation

C  New products

D  Fads

E  Continuous innovations

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

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

C    

D  Customers will always abandon the declining product immediately.

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

A  The product is easy to use.

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

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

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

E  The product’s advantages are easy to communicate.

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

B  Large profits are typical – until competition arrives.

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

D  Price and Promotion are more important than Place and Product

A  Declining sales

B  Declining sales and declining costs

C  Mismanaged budgets

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

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

A  Sue the firm for creating the product innovation.

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

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

D  Invest in that company stock.

A  Market immaturity

B  Market introduction

C  Market growth

D  Sales decline

E  Market extinction

A  Market growth

B  Market introduction

C  Market maturity

D  Market penetration

E  Sales decline

A  Need adequate representation near similar products.

B  Need widespread distribution at low cost.

C  Need enough exposure to facilitate price comparisons.

D  Can have limited availability.

E  Need widespread distribution near probable points of sale.

A  Comparison products

B  Convenience products

C  Heterogeneous shopping products

D  Unsought products

E  Homogeneous shopping products

A  Car tires

B  House paint

C  Band Aids

D  Life insurance

E  Laptop computer

A  Convenience products

B  Unsought products

C  Shopping products

D  Imitation products

E  Specialty products

A  False

B  True

A  All of these alternatives are correct.

B  Can make a product easier or safer to use.

C  Can lower distribution costs.

D  Can be an important promotional tool.

E  Can make products easier to handle and display.

A  Regional

B  Local

C  National

D  Blue-label

E  Private

A  It is sold in international markets.

B  The owner does not register it under the Lakemore Act

C  All of these alternatives are correct

D  It becomes a common descriptive word for the product.

E  The owner does not renew the registration each year.

A  Brand positioning

B  Brand identity

C  Brand reference

D  Brand preference

E  Brand equity

A  Brand understanding

B  Brand positioning

C  Brand preference

D  Brand recognition

E  Brand establishment

A  Product quality fluctuates due to variations in raw materials.

B  Favorable shelf locations are available.

C  Economies of scale in production.

D    

E  The product offers superior customer value.

F  Dependable and widespread availability.

A  Disliking

B  Mistrust

C  Trust

D  Demand

E  Tolerance

A  Marketing mix assortment

B  Individual products

C  Product assortment

D  Product phases

A  All of these choices are correct.

B  Are intangible.

C  Are not easy to store.

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

E  Are perishable.

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

B  A physical good with all its related features.

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

D  The entire physical output of a firm.

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