Test 2

A  Usually handle adjustments or complaints

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

C  Routinely complete sales made regularly to target customers

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

A  Straight salary

B  Combination plan

C  Profit-sharing

D  Straight commission

E  Tax deductions

A  CSUN faculty

B  Order takers

C  Technical specialists

D  Missionary salespeople

E  UCLA faculty

A  order-taking, supporting, order-getting

B  order-taking, order-managing, order-getting

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

D  Order-taking, missionary selling, order-getting

A  Publicity

B  Personal selling

C  Administrative overhead

D  Product management

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

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

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

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

A  Encoding

B  AIDA

C  Pushing

D  Pulling

E  Deocding

A  Pushing

B  Decoding

C  Pulling

D  Encoding

E  AIDA

A  Delayed-response

B  Direct-response

C  Laggard-response

D  Indirect-response

E  Latent-response

A  Encoder

B  Message channel

C  Receiver

D  Source

E  Decoder

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

B  Source – Noise – Message channel – Receiver – Feedback

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

D  Source – Message channel – Decoding – Receiver – Feedback

A  Recording

B  Exposition

C  Transmutation

D  Decoding

E  Encoding

A  Noise

B  Resonance

C  Clutter

D  Interference

E  Static

A  Awareness, Interest, Demand, Action

B  Action, Interest, Desire, Acceptance

C  Attention, Interest, Desire, Action

D  Attention, Internalization, Decision, Action

A  Sales promotion communications

B  Sales management communications

C  Integrated promotional marketing

D  Integrated sales promotions

E  Integrated marketing communications

A  Public relations

B  The CSUN Sundial

C  Consumer advertising

D  Consumer branding

E  Sales promotion

A  Sales contests

B  Sales meetings

C  Merchandising aids

D  Coupons

E  Training materials

A  Mass selling

B  Publicity

C  Advertising

D  Sales Promotion

E  Personal selling

A  Intermediaries

B  A company’s own sales force

C  Any or all of these is correct.

D  Final consumers or users

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

B  Is more expensive than all other promotion methods.

C  Is mass selling that avoids paying media costs.

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

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

B  Is also called “sales promotion.”

C  Is the only form of mass selling.

D  Involves direct spoken communication between sellers and potential customers.

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

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

B  Is indirect spoken communication between buyers and sellers.

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

D  Is indirect written communication between buyers and sellers.

E  Gets immediate feedback from consumers.

A  Sales promotion

B    

C  Advertising

D  Personal selling

E  Introductory price dealing

F  Publicity

A  Manufacturers’ agent

B  Specialty wholesaler

C  Cash-and-carry wholesaler

D  Rack jobber

E  Broker

A  A person from another planet

B  A service (merchant) wholesaler

C  An agent wholesaler

D  A drop-shipper

E  A rack jobber

A  Offer fewer wholesaling functions.

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

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

D  Are more aggressive at selling than agent wholesalers.

A  The wheel of retailing

B  The retail life cycle

C  Retailing strategy

D  Scrambled merchandising

A  Scrambled merchandising

B  Utilizing attack dogs in store.

C  Central stocking from multiple channels.

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

A  Showrooming

B  Baiting

C  Shop-hopping

D  Arbitrage

E  Integrating

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

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

A  Home Depot (for retail category: Home improvements)

B  All of these are “category killers.”

C  Best Buy (for retail category: Home Electronics)

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

E  PetSmart (for retail category: Pet supplies)

A  General stores

B  Supercenters

C  Specialty stores

D  Mass merchandisers

E  Department stores

F    

A  Stresses the need for conventional stores

B  Suggests aiming at small but profitable target markets

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

D  Focuses on increasing sales and speeding turnover by lowering prices

A  Department store

B  Mass-merchandising shop

C  General store

D  Specialty shop

E  Hypermarket

A  Reflecting a wide price range

B  A small range of one specific type of product

C  Popular products at low prices to get fast turnover

D    

E  Seldom building good relationships with customers

F  Including a wide assortment

A  Product

B  Price

C  Promotion

D  Place

A  Promotion

B  Price

C  Place

D  Product

A  Quality

B  Special orders

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

D  A particular assortmenet of goods and services.

E  Advice from salesclerks

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

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

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

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

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

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

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

C  Increase storing costs

D  Are the same as public warehouses.

A  Sorting of goods mid-shipment

B  Regrouping of products in transit

C  Placing products on transport vehicles

D  Long-term storage of inventory before shipping

E  Moving products to loading docks

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

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

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

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

A  EDI

B  Piggyback

C  Just In Time (JIT)

D  Containerization

E  PD concept

A  Private warehouse system

B  Modal transportation hub

C  Supply chain

D  Distribution point

A  Facilities near its customers

B  Infrequent truck deliveries

C  Short-order lead times

D  E-commerce order systems

E  Small truck deliveries

A  Physical distribution

B  Product-market

C  Distribution center

D  PERT

E  Unique Marketing

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  Vertical

D  Contractual

E  Horizontal

A  Contractual

B  Horizontal

C  Corporate

D  Vertical

E  Administered

A  Channeling

B  Sorting

C  Accumulating

D  Assorting

E  Bulk-breaking

A  All of these make indirect channels a better choice

B  The firm has limited financial resources.

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

D  Retailers are already conveniently located where consumers shop.

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

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

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

C  Service firms often use direct-to-customer channels

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

A  Is typical to reach final consumer markets.

B  Eliminates almost all of the marketing functions

C  Includes a retailer but not a wholesaler.

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

A  Type of channel of distribution

B  Type of physical distribution facilities

C  Degree of market exposure desired

D  Geographic pricing policy

E  Type of intermediaries / collaborators

A  Screening, idea generation, idea evaluation, development, commercialization

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

C  Development, idea generation, screening, commercialization, idea evaluation

D  Commercialization, idea generation, idea evaluation, screening, development

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

A  False

B  True

A  Continuous innovations

B  Discontinuous innovation

C  Second movers

D  Fads

E  New products

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

B    

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

D  Customers will always abandon the declining product immediately.

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

A  The product’s advantages are easy to communicate.

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

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

D  The product is easy to use.

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

A  Large profits are typical – until competition arrives.

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

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

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

D  Declining sales and declining costs

E  Mismanaged budgets

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

B  Sue the firm for creating the product innovation.

C  Invest in that company stock.

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

A  Sales decline

B  Market growth

C  Market immaturity

D  Market introduction

E  Market extinction

A  Market penetration

B  Market introduction

C  Sales decline

D  Market growth

E  Market maturity

A  Need adequate representation near similar products.

B  Need widespread distribution near probable points of sale.

C  Can have limited availability.

D  Need enough exposure to facilitate price comparisons.

E  Need widespread distribution at low cost.

A  Convenience products

B  Comparison products

C  Unsought products

D  Homogeneous shopping products

E  Heterogeneous shopping products

A  Life insurance

B  Laptop computer

C  House paint

D  Car tires

E  Band Aids

A  Unsought products

B  Shopping products

C  Imitation products

D  Specialty products

E  Convenience products

A  False

B  True

A  Can make a product easier or safer to use.

B  All of these alternatives are correct.

C  Can make products easier to handle and display.

D  Can be an important promotional tool.

E  Can lower distribution costs.

A  Regional

B  National

C  Private

D  Blue-label

E  Local

A  The owner does not renew the registration each year.

B  It is sold in international markets.

C  The owner does not register it under the Lakemore Act

D  It becomes a common descriptive word for the product.

E  All of these alternatives are correct

A  Brand positioning

B  Brand preference

C  Brand equity

D  Brand identity

E  Brand reference

A  Brand positioning

B  Brand preference

C  Brand understanding

D  Brand establishment

E  Brand recognition

A  Favorable shelf locations are available.

B  Economies of scale in production.

C    

D  Dependable and widespread availability.

E  Product quality fluctuates due to variations in raw materials.

F  The product offers superior customer value.

A  Mistrust

B  Demand

C  Disliking

D  Tolerance

E  Trust

A  Product assortment

B  Individual products

C  Product phases

D  Marketing mix assortment

A  Are intangible.

B  Are not easy to store.

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

D  Are perishable.

E  All of these choices are correct.

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  The entire physical output of a firm.

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