Etroy principles of marketing mkt-3300 exam 5 (all 100 questions)

Question 1

1.         

 Picture 

Figure 20-4 above depicts the sales management process that involves three interrelated functions. “B” refers to __________.

Answer

[removed]

 

sales plan implementation

[removed]

 

salesforce compensation

[removed]

 

salesforce size determination

[removed]

 

salesforce communication

[removed]

 

salesforce training

1 points   

Question 2

1.         

 Picture 

In a recent survey, responding firms reported that on average they used eight metrics to measure their innovation. Figure 22-3 above shows that among firms that use more than three different innovation metrics, they use two different kinds—output metrics and input metrics. Which of the following is an input metric?

Answer

[removed]

 

number of ideas or concepts in the pipeline

[removed]

 

number of new products or services launched

[removed]

 

return on assets (ROA) in the pipeline

[removed]

 

customer satisfaction with new products or services

[removed]

 

revenue growth due to new products or services

1 points   

Question 3

1.         

Those in staff positions have the authority and responsibility to advise people in line positions

Answer

[removed]

 

and can recommend salary and benefit adjustments for them.

[removed]

 

and serve the board of directors.

[removed]

 

and must clear all such communication with the human resources department.

[removed]

 

but cannot serve on team projects with them.

[removed]

 

but cannot issue direct orders to them.

1 points   

Question 4

1.         

On the Coca-Cola-hosted MyCoke.com, people congregate online and exchange views on topics of common interest. This website is an example of __________.

Answer

[removed]

 

spam

[removed]

 

a shopping bot

[removed]

 

a web community

[removed]

 

a blog

[removed]

 

a web café

1 points   

Question 5

1.         

 Picture 

Consider the “stickiness” marketing dashboard above for an automobile dealership. To gauge the “stickiness” of its website, the firm monitors the average time spent per unique monthly visitor (in minutes) on its website (the third metric above in the dashboard). This is done by tracking the average visits per unique monthly visitor (the first metric above) and the average time spent per visit, in minutes, (the second metric above) that is displayed on its marketing dashboard. For 2010 or “A,” what was the average time spent per unique monthly visitor (in minutes) on the automobile dealership’s website?

Answer

[removed]

 

4.0 minutes

[removed]

 

4.5 minutes

[removed]

 

7.5 minutes

[removed]

 

9.0 minutes

[removed]

 

cannot be determined

1 points   

Question 6

1.         

Within DuPont’s textile fiber department, there is a separate product manager for rayon, acetate, orlon, nylon, and Dacron. The product manager for DuPont nylon would be responsible for

Answer

[removed]

 

making long-range plans for nylon.

[removed]

 

maintaining the divisional mission statement.

[removed]

 

modifying DuPont’s organizational structure.

[removed]

 

creating static marketing objectives.

[removed]

 

implementing short-term actions for all fibers.

1 points   

Question 7

1.         

Which of the following statements about transactional websites is NOT true?

Answer

[removed]

 

Transactional websites are most common among store and catalog retailers and direct selling companies.

[removed]

 

Transactional websites can create channel conflict.

[removed]

 

Transactional websites may cannibalize sales from stores, catalogs, and sales representatives.

[removed]

 

Transactional websites often engage visitors with interactive experiences that involve games, contests, and quizzes.

[removed]

 

Transactional websites are used less frequently by manufacturers of consumer products.

1 points   

Question 8

1.         

The practice of using information provided by cookies for directing online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising is referred to as

Answer

[removed]

 

viral marketing

[removed]

 

buzz

[removed]

 

data mining

[removed]

 

behavioral targeting

[removed]

 

spyware

1 points   

Question 9

1.         

Account management policies refer to policies that __________.

Answer

[removed]

 

specify how salespeople will be compensated and how sales performance will be evaluated

[removed]

 

specify which products or services will be offered to consumers, through which outlets, and at what price

[removed]

 

specify the organizational structure of the salesforce and set the sales goals for both individual sales representatives and the salesforce as a whole

[removed]

 

specify whom salespeople should contact, what kinds of selling and customer service activities should be engaged in, and how these activities should be carried out

[removed]

 

determine the sales quotas for the upcoming year based upon past sales performance and current forecasting

1 points   

Question 10

1.         

In a __________ presentation, the salesperson tries one appeal after another, hoping to “hit the right button.”

Answer

[removed]

 

formula selling

[removed]

 

persuasive sales

[removed]

 

stimulus-satisfaction

[removed]

 

stimulus-response

[removed]

 

stimulus-selling

1 points   

Question 11

1.         

When a salesperson in the computer store asks, “Will that be charge or cash?”, he has executed the _____ stage of the personal selling process.

Answer

[removed]

 

closing

[removed]

 

approach

[removed]

 

presentation

[removed]

 

handling objections

[removed]

 

follow-up

1 points   

Question 12

1.         

What is a reason users have “unliked” a brand’s Facebook Page?

Answer

[removed]

 

The brand ceases to be popular and users move on to a new brand’s Facebook Page.

[removed]

 

The brand posts too frequently on trivial or controversial topics.

[removed]

 

Users tire of not being able to contribute to the conversation.

[removed]

 

Users want to protest the presence of advertisements on Facebook.

[removed]

 

The Page isn’t updated and users lose interest.

1 points   

Question 13

1.         

Functional groupings refer to organizational groupings

Answer

[removed]

 

that group specific customer segments.

[removed]

 

in which sales territories are subdivided according to geographic location.

[removed]

 

that represent the different departments or business activities within a firm.

[removed]

 

in which a unit is responsible for specific product offerings.

[removed]

 

that combine both market-based groupings with product groupings.

1 points   

Question 14

1.         

Loving Care Pets manufactures food for dogs, cats, rabbits, and gerbils specifically created for pets under three months of age. In terms of the market-product grid framework, adding a line of pet food for mature dogs, cats, rabbits, and gerbils will result in a __________ strategy that will provide Loving Care Pets with increased marketing efficiencies.

Answer

[removed]

 

market specialization

[removed]

 

market product concentration

[removed]

 

product specialization

[removed]

 

selective specialization

[removed]

 

full coverage

1 points   

Question 15

1.         

When using share points to make marketing resource allocation decisions, marketing managers must estimate: (1) the market share for the product, (2) __________, (3) the contribution to overhead and profit (or gross margin) of each share point, and (4) possible cannibalization effects on other products in the line.

Answer

[removed]

 

total production costs

[removed]

 

number of market segments

[removed]

 

stage of the product in its product life cycle

[removed]

 

the total financial resources available for a sustained marketing effort

[removed]

 

the revenues associated with each point of market share

1 points   

Question 16

1.         

The top reasons cross-channel shoppers research items online before buying in stores include: (1) the desire to compare products among different retailers; (2) the need for more information than is available in stores; and (3) the ease of _________.

Answer

[removed]

 

reducing geographical barriers

[removed]

 

finding products that are restricted in their area

[removed]

 

finding products that are more customized to their needs

[removed]

 

finding products that are out of season

[removed]

 

comparing their options without having to trek to multiple retail locations

1 points   

Question 17

1.         

A company that uses an organizational structure based on its snowboards, skiing equipment, and ice skates would most likely be using a ____________ grouping.

Answer

[removed]

 

functional

[removed]

 

reseller

[removed]

 

product line

[removed]

 

geographical

[removed]

 

market-based

1 points   

Question 18

1.         

What is the challenge presented to brand managers by social media advertising?

Answer

[removed]

 

Brand managers need to convince social networks to post their ads free of charge.

[removed]

 

Brand managers need to connect the cost of new social network promotions to the sales they generate.

[removed]

 

Brand managers need to create “universally appealing” ads as they cannot target specific demographics on social networks.

[removed]

 

Brand managers need to estimate how many users have clicked on their ads, leading to difficulties in assessing an ad’s effectiveness.

[removed]

 

Brand managers need to deal with having only a limited selection of social networking platforms to advertise on.

1 points   

Question 19

1.         

Many large, packaged goods marketers like Procter & Gamble, Kraft, and Pillsbury have used the product manager (or brand manager) system of marketing organization and implementation. Which of the following is the key advantage of this system?

Answer

[removed]

 

Product managers have relatively little authority.

[removed]

 

Product managers are short-term in their orientation.

[removed]

 

Product managers have direct responsibility for research and development of new products.

[removed]

 

Product managers assume profit-and-loss responsibility for the performance of the product line.

[removed]

 

Product managers have line responsibility over sales managers.

1 points   

Question 20

1.         

The principal difference between the two major types of websites is that promotional websites are designed to __________ while transactional websites are designed to __________.

Answer

[removed]

 

create portals; act as bots

[removed]

 

convert online browsers into online buyers; promote a company’s products and services

[removed]

 

provide information about a company; move consumers closer to a purchase

[removed]

 

move consumers closer to a purchase; provide information about a company

[removed]

 

promote a company’s products and services; convert online browsers into online buyers

1 points   

Question 21

1.         

According to the eight-second rule,

Answer

[removed]

 

it only takes eight seconds for someone to learn how to navigate an Internet website.

[removed]

 

any online purchase should take no more than eight seconds to complete.

[removed]

 

hunter-gatherers will not wait longer than eight seconds for a response in a chat room.

[removed]

 

more than 50 percent of online consumers will spend less than eight seconds at a portal.

[removed]

 

customers will abandon a website if download time exceeds eight seconds.

1 points   

Question 22

1.         

What is a main difference between advertising in traditional print media and advertising on Facebook?

Answer

[removed]

 

Brand managers compose the title, the copy, and the images or photos of the ad.

[removed]

 

Demographics are not taken into account when placing ads on Facebook.

[removed]

 

Brand managers do not keep an expense budget for Facebook ads.

[removed]

 

Brand managers cannot control the content of their Facebook ads—the advertising agency does.

[removed]

 

Brand managers do not select the placement of where the ads are seen on Facebook.

1 points   

Question 23

1.         

T-Mobile’s 2010 holiday TV ad featuring Chuck Norris unexpectedly surpassed expectations of success by becoming popular not only in the Czech network but in neighboring Poland and Slovakia as well. While this started as a __________ marketing strategy targeted as a single country, it crossed country boundaries and became a global marketing strategy.

Answer

[removed]

 

intracultural

[removed]

 

multidomestic

[removed]

 

intercultural

[removed]

 

convergence

[removed]

 

social network

1 points   

Question 24

1.         

In conference selling, __________.

Answer

[removed]

 

buyers and sellers meet through a technology-based forum (telephone or video conference call such as WebEx, etc.) because person-to-person meetings are too expensive due to the cost of air travel

[removed]

 

the sale has already been finalized but the buyer and seller meet to discuss delivery details

[removed]

 

a salesperson and other company resource people meet with buyers to discuss problems and opportunities

[removed]

 

a company team conducts an educational program for a customer’s technical staff, describing state-of-the-art developments

[removed]

 

a form of mass selling occurs via electronic marketplaces such as eBay, Facebook, and Salesforce.com

1 points   

Question 25

1.         

Where a social network following comes from—with fans coming from a friend being more valuable than those coming from an ad—is referred to as a

Answer

[removed]

 

friendster.

[removed]

 

friend visitor.

[removed]

 

fan source.

[removed]

 

fan base.

[removed]

 

friend source.

1 points   

Question 26

1.         

Marketers can use one of two strategies: the first strategy uses Groupon and Living Social Deals, and the second strategy uses ads in newspapers, magazines, and on TV. The difference between these two types of marketing strategies is that the first one targets consumers who are __________ and the second one targets consumers who are __________.

Answer

[removed]

 

“passive receivers”; “active receivers”

[removed]

 

an older demographic; a younger demographic

[removed]

 

wealthy; disadvantaged

[removed]

 

“active receivers”; “passive receivers”

[removed]

 

disadvantaged; wealthy

1 points   

Question 27

1.         

Mark wanted to make some extra money, so he went door-to-door in his neighborhood asking residents if they had any small jobs that they could hire him to perform. Mark had no idea of whether anyone had any jobs for him, so he picked the houses randomly and knocked on the doors to see if anyone was home and perhaps interested in his services. In terms of the personal selling process, Mark was engaged in __________ when he knocked on a door.

Answer

[removed]

 

stimulus-response selling

[removed]

 

“handshaking”

[removed]

 

cold canvassing

[removed]

 

closing

[removed]

 

traffic generation

1 points   

Question 28

1.         

The final stage in the personal selling process is referred to as __________.

Answer

[removed]

 

presentation

[removed]

 

assumptive close

[removed]

 

trial close

[removed]

 

urgency close

[removed]

 

follow-up

1 points   

Question 29

1.         

Consumers deftly use Internet technology to seek information, evaluate alternatives, and make purchase decisions on their own time, terms, and conditions. This is an example of the sixth reason why consumers buy and shop online.

Answer

[removed]

 

convenience

[removed]

 

choice

[removed]

 

customization

[removed]

 

control

[removed]

 

communication

1 points   

Question 30

1.         

Facebook came under fire in December 2009 when it made significant changes to the privacy settings of users. These changes to privacy settings resulted in

Answer

[removed]

 

releasing user’s personal information, such as name, picture, gender, and a list of friends, “by default.”

[removed]

 

wall posts being lost.

[removed]

 

friends being lost.

[removed]

 

additional privacy and security for its users who provided a detailed Facebook Page, sent automatically to the company.

[removed]

 

products being “unliked.”

1 points   

Question 31

1.         

Key problems that emerge in a firm’s strategic marketing process include: (1) bad news is filtered out as information goes up the line to give top management a very rosy picture; (2) plans are based on very poor assumptions about environmental forces; (3) __________; (4) too much time and effort may be spent on data collection and writing plans that are too complex to implement; and (5) line operating managers often feel no sense of ownership in implementing the plans.

Answer

[removed]

 

there is poor communication between the firm and its stakeholders

[removed]

 

there is a lack of leadership

[removed]

 

although management says they are behind the plans, they do not allocate resources to the degree necessary for success

[removed]

 

planners and their plans may have lost sight of their customers’ needs

[removed]

 

plans can be thwarted by disgruntled employees, other departments, or competitors

1 points   

Question 32

1.         

The popularity of multichannel marketing is apparent in its growing impact on online retail sales. Multichannel marketers are expected to register about __________ of U.S. online retail sales in 2012.

Answer

[removed]

 

40 percent

[removed]

 

50 percent

[removed]

 

60 percent

[removed]

 

70 percent

[removed]

 

90 percent

1 points   

Question 33

1.         

A fan source is

Answer

[removed]

 

where a social network following comes from—with every source being of equal value.

[removed]

 

where a social network following comes from—with fans coming from a friend being more valuable than those coming from an ad.

[removed]

 

the source of all Facebook fans in the target demographic for a particular brand.

[removed]

 

the number of fans who interact with a Facebook Page.

[removed]

 

the number of fans who are evangelists for a brand.

1 points   

Question 34

1.         

 Picture 

In Porter’s generic business strategies shown in Figure 22-4 above, “B” refers to a __________ strategy.

Answer

[removed]

 

quality focus

[removed]

 

cost leadership

[removed]

 

differentiation

[removed]

 

cost focus

[removed]

 

differentiation focus

1 points   

Question 35

1.         

The information needed in a situation (SWOT) analysis or Step 1 of the planning phase includes: (1) trends for industry and competitors and (2) __________.

Answer

[removed]

 

projected future sales, expenses, and profits

[removed]

 

market potential studies

[removed]

 

positioning studies

[removed]

 

market-product grids with target segments and product groupings

[removed]

 

marketing mix actions

1 points   

Question 36

1.         

 Picture 

Consider Figure 22-A above. Effective managers track the progress of their marketing plans to identify problems that need to be corrected. Sometimes, the problems are with the marketing plan and its strategies; at other times, they may be due to their implementation; and at still other times, they may be due to both. Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side. As Figure 22-A shows, marketers can develop and implement strategies that have four possible results. For “C,” identify the likely result of the planning and implementation of the marketing plan and its strategies for a product or service.

Answer

[removed]

 

Trouble: The solution is to recognize that only implementation is at fault and to correct it.

[removed]

 

Success: The marketing program achieves its objectives.

[removed]

 

Failure: The marketing program flounders and fails to achieve its objectives.

[removed]

 

Trouble: The solution is to recognize that only the strategy is at fault and to correct it.

[removed]

 

Cannot be determined with the information provided.

1 points   

Question 37

1.         

The information needed for the evaluation phase of the strategic marketing process includes: (1) __________ and (2) action memos to correct problems and exploit opportunities.

Answer

[removed]

 

positioning studies

[removed]

 

market-product grids with target segments and product groupings

[removed]

 

detailed plans to execute the marketing program

[removed]

 

tracking reports to measure results

[removed]

 

projected future sales, expenses, and profits

1 points   

Question 38

1.         

Procter & Gamble, which launched its Tide Pods laundry innovation in 2012, reorganized itself around an innovation strategy that

Answer

[removed]

 

revitalized previously failed products.

[removed]

 

involved consumers earlier in its innovation activities.

[removed]

 

switched its traditional channels of distribution.

[removed]

 

retargeted its products to a completely new market segment.

[removed]

 

gave more decision-making power to middle management.

1 points   

Question 39

1.         

 Picture 

Consider Figure 20-7 above, which is an account management policy grid that groups customers according to level of opportunity and the firm’s competitive sales position. “A” represents what account management policy?

Answer

[removed]

 

Consider (1) replacing personal calls with telephone sales or direct mail to service accounts and (2) dropping the account if it is unprofitable.

[removed]

 

Emphasize a heavy sales organization position or shift resources to other accounts if a stronger sales organization position is impossible.

[removed]

 

Take advantage of a good opportunity because the accounts have high potential and the sales organization has a strong position.

[removed]

 

Accounts should receive a high level of sales calls and service to retain and possibly build accounts.

[removed]

 

Accounts should receive moderate level of sales and service to maintain current position of sales organization.

1 points   

Question 40

1.         

What is another term that is sometimes used interchangeably with “social media?”

Answer

[removed]

 

net platforms

[removed]

 

Web 3.0

[removed]

 

user generated content

[removed]

 

user platforms

[removed]

 

peer-to-peer networking

1 points   

Question 41

1.         

Which of the following pieces of information is used in the development of the marketing program, the third step of the planning phase of the strategic marketing process?

Answer

[removed]

 

marketing return on investment

[removed]

 

market-product grids with target segments and product groupings

[removed]

 

trends for industry and competitors

[removed]

 

marketing mix actions

[removed]

 

market potential studies

1 points   

Question 42

1.         

Frank needs to buy a new car. Before visiting a showroom, however, he logs onto www.autobytel.com. Here, he can compare the attributes of various makes and models, find information about the prices of various option packages and learn the manufacturer’s suggested retail prices for different cars. After deciding on the car he wants to buy, Frank visits the local showroom and negotiates with the salesperson for the model and options package he wants. Because Frank is so well informed about prices, he is able to make a deal for several hundred dollars less than the salesperson’s best offer. Frank’s car buying experience illustrates which reason why consumers shop online?

Answer

[removed]

 

convenience

[removed]

 

communication

[removed]

 

customization

[removed]

 

choice

[removed]

 

control

1 points   

Question 43

1.         

Social media are

Answer

[removed]

 

online games.

[removed]

 

online media where users submit news, photos, and videos—often accompanied by a feedback process to identify “popular” topics.

[removed]

 

any type of medium in which large groups of people read content generated by a business, government, or corporation.

[removed]

 

only media that allow face-to-face communication.

[removed]

 

all forms of electronic media.

1 points   

Question 44

1.         

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

Answer

[removed]

 

YouTube.

[removed]

 

LinkedIn.

[removed]

 

Facebook.

[removed]

 

Twitter.

[removed]

 

Google Chrome.

1 points   

Question 45

1.         

A job description is a written document that describes job relationships and requirements that characterize each sales position. Once established, the job description is then translated into a __________.

Answer

[removed]

 

statement of credentials

[removed]

 

statement of intelligence

[removed]

 

statement of job qualifications

[removed]

 

statement of requirements

[removed]

 

statement of education

1 points   

Question 46

1.         

With a __________ compensation plan, a salesperson is paid a fixed fee per week, month, or year.

Answer

[removed]

 

sales response

[removed]

 

combination

[removed]

 

straight salary

[removed]

 

straight commission

[removed]

 

market share

1 points   

Question 47

1.         

The tasks involved in managing personal selling include all of the following EXCEPT __________.

Answer

[removed]

 

selecting salespeople

[removed]

 

evaluating the performance of individual salespeople

[removed]

 

setting sales objectives

[removed]

 

organizing the salesforce

[removed]

 

designing new sales promotional campaigns for the purpose of generating new sales

1 points   

Question 48

1.         

Which salesforce organizational structure is the simplest?

Answer

[removed]

 

profit

[removed]

 

customer

[removed]

 

product

[removed]

 

market

[removed]

 

geographical

1 points   

Question 49

1.         

Harry goes to the local Staples store to purchase a laptop computer. He asks the salesclerk many questions, compares various models on display, and decides on the Sony Vaio. The salesperson then recommends to Harry that he should purchase an extended warranty service contract for the computer. This is an example of _____ selling.

Answer

[removed]

 

inquiry

[removed]

 

formula

[removed]

 

method

[removed]

 

suggestive

[removed]

 

need-satisfaction

1 points   

Question 50

1.         

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

Answer

[removed]

 

fan percentage.

[removed]

 

click-through rate.

[removed]

 

specific-website rate.

[removed]

 

recipient rate.

[removed]

 

website link rate.

1 points   

Question 51

1.         

A downfall to Twitter is that users can feel __________, as they need to check messages at odd hours, and have higher mobile phone bills.

Answer

[removed]

 

“too connected”

[removed]

 

“their privacy has been ‘violated'”

[removed]

 

“addicted” to Twitter

[removed]

 

“easily bored” by the repetitive messages

[removed]

 

they’ve experienced a “lifestyle change”

1 points   

Question 52

1.         

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure __________.

Answer

[removed]

 

decreases

[removed]

 

is not affected

[removed]

 

undermines the credibility of the site

[removed]

 

increases

[removed]

 

increases the credibility of the site

1 points   

Question 53

1.         

Websites designed to engage the visitor in an interactive experience involving games, contests, and quizzes with electronic coupons and other gifts as prizes would be referred to as __________ websites.

Answer

[removed]

 

promotional

[removed]

 

conventional

[removed]

 

intermediary

[removed]

 

choiceboard

[removed]

 

transactional

1 points   

Question 54

1.         

Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media seek to reach __________.

Answer

[removed]

 

“two-way receivers”

[removed]

 

“end receivers”

[removed]

 

“active receivers”

[removed]

 

“followers”

[removed]

 

“connections”

1 points   

Question 55

1.         

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

Answer

[removed]

 

popular trends among members of the over-65 market.

[removed]

 

technological advancements that can be used to promote their brands.

[removed]

 

new slang terms to create more effective advertisements.

[removed]

 

recruiting prospective employees.

[removed]

 

customer complaints and suggestions.

1 points   

Question 56

1.         

In terms of website design and the online customer experience, __________ is defined as the dialogue that unfolds between the website and its users.

Answer

[removed]

 

context

[removed]

 

communication

[removed]

 

commerce

[removed]

 

connection

[removed]

 

community

1 points   

Question 57

1.         

Asking the prospect to make a decision on some aspect of the purchase is referred to as a(n) __________ close.

Answer

[removed]

 

urgency

[removed]

 

preemptory

[removed]

 

presumptive

[removed]

 

trial

[removed]

 

final

1 points   

Question 58

1.         

Which of the following statements regarding the role of salespeople is most accurate?

Answer

[removed]

 

Salespeople have the greatest say in company policy and therefore are the customer’s greatest advocates.

[removed]

 

Salespeople truly know their customers and therefore are the best resource for segmenting and selecting target markets.

[removed]

 

Salespeople are the most highly trained of all a firm’s employees and therefore offer the greatest customer security.

[removed]

 

Salespeople create customer value by providing follow through after the sale.

[removed]

 

Salespeople are traditionally given greater authority than other company employees and therefore can offer customers the best financial terms for their purchases.

1 points   

Question 59

1.         

Which of the following pieces of information is used in the development of the marketing program, the third step of the planning phase of the strategic marketing process?

Answer

[removed]

 

marketing return on investment

[removed]

 

market-product grids with target segments and product groupings

[removed]

 

detailed plans to execute the marketing program

[removed]

 

market potential studies

[removed]

 

trends for industry and competitors

1 points   

Question 60

1.         

Marketing ROI (return on investment) refers to

Answer

[removed]

 

the application of modern measurement technologies to understand, quantify, and optimize production costs.

[removed]

 

the application of modern measurement technologies to understand, quantify, and optimize marketing spending.

[removed]

 

the application of modern measurement technologies to understand, quantify, and optimize production expenses.

[removed]

 

the allocation of funds based on a percentage of the total marketing budget determined by assessing the anticipated revenue return for a given marketing action.

[removed]

 

the allocation of funds based upon the minimum expenditure possible to create the maximum results in terms of total sales.

1 points   

Question 61

1.         

 Picture 

As shown in Figure 20-3 above, “F” is the __________ stage in the personal selling process.

Answer

[removed]

 

presentation

[removed]

 

follow-up

[removed]

 

preapproach

[removed]

 

close

[removed]

 

approach

1 points   

Question 62

1.         

Nike is a recognized innovator in the use of __________ for creating interactivity, individuality, and customer relationships. Its NikeiD product configurator invites customers to create one-of-a-kind shoes, messenger bags, and backpacks by simply answering a few questions and viewing the finished product from numerous angles.

Answer

[removed]

 

wikis

[removed]

 

cookies

[removed]

 

RSS feeds

[removed]

 

collaborative filtering

[removed]

 

choiceboards

1 points   

Question 63

1.         

Retailers and direct selling firms have found that their websites, while cannibalizing sales volume from stores, catalogs, and sales representatives, attract new customers and influence sales. When Victoria’s Secret, the well-known retailer of intimate apparel for women ages 18 to 45, created its website, it reported that __________ of its website customers are __________, most of whom generate new sales volume for the company.

Answer

[removed]

 

50 percent; women between the ages of 45 and 65

[removed]

 

40 percent; teenagers from 13 to 17

[removed]

 

30 percent; mature women 50 years and older

[removed]

 

25 percent; customers from rural communities

[removed]

 

60 percent; men

1 points   

Question 64

1.         

What is the assumed shape of the graph of the sales response function?

Answer

[removed]

 

U-shaped

[removed]

 

S-shaped

[removed]

 

a straight, downward-sloping line, starting in the upper left and extending to the lower right of the graph

[removed]

 

a straight, upward-sloping line, starting in the lower left and extending to the upper right of the graph

[removed]

 

W-shaped

1 points   

Question 65

1.         

Whereas traditional media build credibility through “experts” being “influencers” in a particular field, with social media a sender often simply begins to participate in the __________, hoping that the quality of the message will establish credibility with the receivers.

Answer

[removed]

 

“digital thread”

[removed]

 

“amateur discussion”

[removed]

 

“discussion pool”

[removed]

 

“information superhighway”

[removed]

 

“conversation”

1 points   

Question 66

1.         

A need-satisfaction presentation refers to a presentation format that __________.

Answer

[removed]

 

uses computer, information, communication, and Internet technologies to make the sales presentation more effectively and efficiently

[removed]

 

consists of information that must be provided in an accurate, thorough, and step-by-step manner to inform the prospect

[removed]

 

assumes that given the appropriate stimulus by a salesperson, the prospect will buy

[removed]

 

emphasizes probing and listening by the salesperson to identify the needs and interests of prospective buyers

[removed]

 

builds ties to customers based on a salesperson’s attention and commitment to customer needs

1 points   

Question 67

1.         

How did Greenpeace use social media to leverage “crowd power” to get Nestlé to capitulate to its demands?

Answer

[removed]

 

Greenpeace hacked into Nestlé’s website.

[removed]

 

Greenpeace posted a provocative video on YouTube, then later on Vimeo.

[removed]

 

Greenpeace swarmed Nestlé’s Facebook Page with comments.

[removed]

 

Greenpeace protested Nestlé’s policies on a television talk show.

[removed]

 

Greenpeace got experts to testify against Nestlé’s environmentally unsound actions.

1 points   

Question 68

1.         

Facsimile, e-mail, and voice mail are common __________ technologies salespeople use today.

Answer

[removed]

 

tablet device

[removed]

 

communication

[removed]

 

cutting-edge

[removed]

 

computer

[removed]

 

social media

1 points   

Question 69

1.         

 Picture 

According to Figure 19-5 above, which social network was closest to Facebook terms of unique U.S. visitors per month as of September 2011?

Answer

[removed]

 

LinkedIn

[removed]

 

YouTube

[removed]

 

Twitter

[removed]

 

Angry Birds

[removed]

 

Plants vs. Zombies

1 points   

Question 70

1.         

If a company chooses to employ its own salesforce, there are three basic organizational salesforce structures from which to choose. They are ______.

Answer

[removed]

 

dollar volume, unit volume, and market share

[removed]

 

NAICS, market size, and geography

[removed]

 

geography, customer, and product/service

[removed]

 

market size, market share, and market type

[removed]

 

dollar volume, unit volume, and profit

1 points   

Question 71

1.         

Which of the following statements should the salesperson use to acknowledge and convert the prospect’s objection into a reason for buying?

Answer

[removed]

 

“I think I might be able to explain that better to you after showing you this diagram.”

[removed]

 

“Yes, you’re right, it is lighter but that is done intentionally to make your work easier.”

[removed]

 

“That’s true. It does have a shorter shelf life, but that really hasn’t been a problem. It is so popular it never stays on the shelf that long anyway.”

[removed]

 

“Where did you hear that? Your source must have erroneous information.”

[removed]

 

“As I was saying, ….”

1 points   

Question 72

1.         

Which of the following statements should the salesperson use to postpone a prospect’s objection?

Answer

[removed]

 

“I think I might be able to explain that better to you after showing you this diagram.”

[removed]

 

“Yes, you’re right, it is lighter but that is done intentionally to make your work easier.”

[removed]

 

“That’s true. It does have a shorter shelf life, but that really hasn’t been a problem. It is so popular it never stays on the shelf that long anyway.”

[removed]

 

“Where did you hear that? Your source must have erroneous information.”

[removed]

 

“As I was saying, ….”

1 points   

Question 73

1.         

Which of the following statements is true about Facebook?

Answer

[removed]

 

Facebook is second to Twitter in the number of registered users.

[removed]

 

Facebook has remained a “closed system,” which means outside search engines such as Google or Bing cannot catalog information about a particular brand or topic.

[removed]

 

Facebook is the social media website where users upload more videos to its site than any other site.

[removed]

 

Facebook’s official smartphone app uses location-based technology so users can “check-in” to local businesses to receive targeted promotional offers.

[removed]

 

Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.

1 points   

Question 74

1.         

Organizational groupings in which sales territories are subdivided according to location are referred to as __________.

Answer

[removed]

 

functional groupings

[removed]

 

reseller groupings

[removed]

 

geographical groupings

[removed]

 

product line groupings

[removed]

 

market-based groupings

1 points   

Question 75

1.         

It is important for marketers to reach college-age students in the U.S. because

Answer

[removed]

 

college age students are sensitive to the environment, which carries over to their media usage.

[removed]

 

only a small percentage of students check their Facebook pages.

[removed]

 

Internet advertising is ineffective with this age group.

[removed]

 

the information sources they use to make buying decisions.

[removed]

 

students reject the brands their parents buy.

1 points   

Question 76

1.         

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as

Answer

[removed]

 

user generated content.

[removed]

 

social value.

[removed]

 

self-disclosure.

[removed]

 

media richness.

[removed]

 

emotive content.

1 points   

Question 77

1.         

The communication capabilities of Internet-enabled technologies take three forms: (1) marketer-to-consumer e-mail notification; (2) __________; and (3) consumer-to-consumer chat rooms, instant messaging, and social networking websites.

Answer

[removed]

 

online colonies

[removed]

 

government-to-marketer Do Not Spam monitoring

[removed]

 

Web-to-Web customer exchanges

[removed]

 

phishing and spamming whistleblowing

[removed]

 

consumer-to-marketer buying and service requests

1 points   

Question 78

1.         

Managers who have the authority and responsibility to issue orders to people who report to them are referred to as __________.

Answer

[removed]

 

executive marketing officers

[removed]

 

staff positions

[removed]

 

stakeholders

[removed]

 

line positions

[removed]

 

program champions

1 points   

Question 79

1.         

Multichannel marketing refers to

Answer

[removed]

 

selling the same product to the same customers under two distinct brand names.

[removed]

 

selling the same product to the same customers at two different price points through two different distributors.

[removed]

 

the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online.

[removed]

 

the use of bots to find the best prices and make purchases from multiple websites simultaneously.

[removed]

 

the blending of non-electronic communication and delivery channels to counteract the power of online buying.

1 points   

Question 80

1.         

OceanSpray.com has a website that describes the company’s products. The website also includes nutritional information and recipes featuring Ocean Spray products. Since Ocean Spray products are available at nearly all supermarkets, there was no need to include dealer information. Ocean Spray uses a(n) __________ website.

Answer

[removed]

 

choiceboard

[removed]

 

conventional

[removed]

 

transactional

[removed]

 

promotional

[removed]

 

intermediary

1 points   

Question 81

1.         

When using share points to make marketing resource allocation decisions, marketing managers must estimate: (1) the market share for the product, (2) the revenues associated with each point of market share, (3) __________, and (4) possible cannibalization effects on other products in the line.

Answer

[removed]

 

total production costs

[removed]

 

number of market segments

[removed]

 

stage of the product in its product life cycle

[removed]

 

the contribution to overhead and profit of each share point

[removed]

 

the total financial resources available for a sustained marketing effort

1 points   

Question 82

1.         

Social networks can be classified based on (1) __________ and (2) __________.

Answer

[removed]

 

web browsers; apps

[removed]

 

user generated content (UGC); organization-sponsored content (OSC)

[removed]

 

blogs; wikis

[removed]

 

textual; visual

[removed]

 

media richness; self-disclosure

1 points   

Question 83

1.         

What is one way in which “Web 2.0” media are different from traditional media?

Answer

[removed]

 

Web 2.0 involves online media where users submit comments, photos, and videos as well as have genuine online conversation among multiple users.

[removed]

 

The ability to access the Internet from smartphones brought on a cultural revolution when the majority of college students began to use them.

[removed]

 

Greater bandwidth allows for faster media downloads from the Internet.

[removed]

 

All college students use Web 2.0.

[removed]

 

The technical interface of Web 2.0 is user friendly.

1 points   

Question 84

1.         

Collaborative filtering gives marketers the ability to make a dead-on sales recommendation to a buyer in _________.

Answer

[removed]

 

true time

[removed]

 

real time

[removed]

 

click time

[removed]

 

genuine time

[removed]

 

bona fide time

1 points   

Question 85

1.         

Realizing that it did not make sense for the company or their customers to create a community on the site, Pizza Hut tapped into __________ to achieve results in a very cost-effective manner.

Answer

[removed]

 

LinkedIn

[removed]

 

Facebook

[removed]

 

Flicker

[removed]

 

MySpace

[removed]

 

Twitter

1 points   

Question 86

1.         

The most frequently used compensation plan for salespeople is the __________ compensation plan.

Answer

[removed]

 

straight salary

[removed]

 

straight commission

[removed]

 

combination

[removed]

 

weighted

[removed]

 

market share

1 points   

Question 87

1.         

Which of the following statements about cost and its impact on online shopping is most accurate?

Answer

[removed]

 

Fixed pricing is commonly used online because there is no need to respond quickly to changes in supply and demand conditions.

[removed]

 

The margin for online goods is usually higher than those purchased in a traditional marketplace.

[removed]

 

Dynamic pricing is the most commonly used pricing strategy for Internet purchases.

[removed]

 

Any price advantage for online purchases is lost in shipping and handling fees.

[removed]

 

Lower external search costs is one of the major reasons for the popularity of online shopping.

1 points   

Question 88

1.         

A program champion refers to

Answer

[removed]

 

a person who is able and willing to cut red tape and move the program forward.

[removed]

 

the person within an organization who is assigned the responsibility of taking a program from conception to deletion.

[removed]

 

a person in an organization who serves as the public representative or “face” for a new product.

[removed]

 

a public figurehead, usually a sports figure or celebrity, who serves as a company spokesperson for a new product.

[removed]

 

a single product within the product line that carries the other products in the line “on its back.”

1 points   

Question 89

1.         

In its research for Disney Online, C&R Research identifies a mother who believes the Internet brings her family closer together, spends an average of 10 hours per week online, and prefers online shopping to in-store shopping as the “__________” segment.

Answer

[removed]

 

Mrs. NetSkeptic

[removed]

 

Tech Nester

[removed]

 

Passive Under Pressure

[removed]

 

Drifting Surfers

[removed]

 

Yes Mom

1 points   

Question 90

1.         

An action item list refers to

Answer

[removed]

 

an aid to implement a marketing plan that consists of four columns.

[removed]

 

a tool that shows the relationships through time of the various program tasks.

[removed]

 

a graphical representation of a program schedule.

[removed]

 

a systematic method to itemize the “value” of products and services.

[removed]

 

an aid to implementing a business plan and consisting of five columns.

1 points   

Question 91

1.         

Ten general product and service categories dominate online consumer buying today and in the foreseeable future. One category includes items where

Answer

[removed]

 

digital delivery is an important factor as well as post-purchase support services.

[removed]

 

price and speed of delivery are the determinant sales factors.

[removed]

 

convenience is very important, even more so than price or quality.

[removed]

 

product information is an important part of the purchase decision but prepurchase trial is not necessarily critical.

[removed]

 

price and delivery time are not key factors, but product warranties are very important.

1 points   

Question 92

1.         

A study conducted by C&R Research on behalf of Disney Online has identified four segments of mothers based on their Internet usage. The Tech Nester segment represents __________ of online moms.

Answer

[removed]

 

12 percent

[removed]

 

15 percent

[removed]

 

25 percent

[removed]

 

31 percent

[removed]

 

32 percent

1 points   

Question 93

1.         

A wiki is a

Answer

[removed]

 

web page that serves as a publicly accessible personal journal and online forum for an individual or organization.

[removed]

 

business-oriented website that lets users create profiles for professional networking.

[removed]

 

unique type of Internet browser where search results are personalized for each user.

[removed]

 

website where users create a personal profile, add “friends,” and exchange messages and photos with them.

[removed]

 

website whose content is created and edited by the ongoing collaboration of end users.

1 points   

Question 94

1.         

 Picture 

Consider Figure 22-A above. Effective managers track the progress of their marketing plans to identify problems that need to be corrected. Sometimes, the problems are with the marketing plan and its strategies; at other times, they may be due to their implementation; and at still other times, they may be due to both. Recall that research on what really works shows that successful firms have excellence on both the planning and strategy side and the implementation or execution side. As Figure 22-A shows, marketers can develop and implement strategies that have four possible results. For “A,” identify the likely result of the planning and implementation of the marketing plan and its strategies for a product or service.

Answer

[removed]

 

Trouble: The solution is to recognize that only implementation is at fault and to correct it.

[removed]

 

Success: The marketing program achieves its objectives.

[removed]

 

Failure: The marketing program flounders and fails to achieve its objectives.

[removed]

 

Trouble: The solution is to recognize that only the strategy is at fault and to correct it.

[removed]

 

Cannot be determined with the information provided.

1 points   

Question 95

1.         

When Margot called the toll-free number to order one dozen water lilies from the Van Ness Water Gardens website, the firm was using __________.

Answer

[removed]

 

interactive marketing

[removed]

 

multichannel selling

[removed]

 

inbound telemarketing

[removed]

 

outbound telemarketing

[removed]

 

social networking

1 points   

Question 96

1.         

The online consumer lifestyle segment called “click-and-mortar”

Answer

[removed]

 

are women who browse retailer websites but do their actual purchasing at traditional retail stores.

[removed]

 

rarely spend money online and use the Internet only as an information source.

[removed]

 

regularly visit their favorite bookmarked websites and spend the most money online.

[removed]

 

regard the Internet as a convenient tool for buying music, books, and computer software.

[removed]

 

consist of young, affluent single consumers who spend more time online than any other segment.

1 points   

Question 97

1.         

The tasks involved in managing personal selling include the following: setting objectives; organizing the salesforce; recruiting, selecting, training, and compensating salespeople; and __________.

Answer

[removed]

 

identifying potential target markets

[removed]

 

evaluating the performance of individual salespeople

[removed]

 

using salesforce input to make product modifications

[removed]

 

maintaining open communications between sales representatives and all other stakeholders

[removed]

 

designing new promotional campaigns for the purpose of generating new sales

1 points   

Question 98

1.         

Which of the following output reports is used in the planning phase of the strategic marketing process?

Answer

[removed]

 

marketing plans that define goals

[removed]

 

action memos that tell who is to do what

[removed]

 

action memos that tell who is to do what by when

[removed]

 

corrective action memos

[removed]

 

tracking reports

1 points   

Question 99

1.         

Selling objectives can be __________ and focus on dollar or unit sales volume, number of new customers added, and profit. Alternatively, they can be __________ and emphasize the number of sales calls and selling expenses.

Answer

[removed]

 

input-related; output-related

[removed]

 

output-related; input-related

[removed]

 

financially-related; accounting-related

[removed]

 

customer-related; salesperson-related

[removed]

 

short-term; long-term

1 points   

Question 100

1.         

Travelocity.com provides almost immediate access to and confirmation of travel arrangements and accommodations. This shows how electronic commerce contributes to customer value through the creation of _________.

Answer

[removed]

 

service utility

[removed]

 

form utility

[removed]

 

place utility

[removed]

 

possession utility

[removed]

 

time and possession utility

 

 

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