Marketing SmartBook Practice Test

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• One of the largest expenses in the advertising budget is the ______ buy, which refers to the actual purchase of airtime or print page.
• Firms have begun to rely more heavily on communicating with their customers through ______
• In promotional strategy terms, which describes a pull strategy?
• The pricing approach that charges different prices for different customers, days, and demand is called what?
• Which statement best summarizes the major challenge in global advertising?
• After a firm has determined its position in the global market, it will typically meet the needs of global markets by ______.
• Predatory pricing is outlawed by which laws?
• The five Cs of pricing include:
• In the ad campaign planning process, which step involves measuring the effects of the campaign and using results to inform future actions?
• ______ refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both.
• What does media mix refer to?
• The equation for price elasticity of demand is the percentage change in quantity demanded divided by percentage change in ______.
• What is the name for the point at which the lines on a break-even analysis graph intersect?
• Which factor is most commonly used to determine the need for product adaptation in a global strategy?
• What logistical realities in developing countries necessitate adaptation of distribution strategies?
• Within the communication process, encoding most closely could be described as _____.
• Which of the following can search engine marketing be used to accomplish?
• What is the effect of global distribution networks on the final selling price of a product?
• An integrated CRM system helps achieve which benefit across channels?
• A(n) ______ strategy is when manufacturers and retailers work together to sell products and/or services in more than one channel (e.g., store, catalog, and Internet).
• If a brand has top-of-mind awareness among consumers, this most likely means which?
• A company uses sponsorships to gain visibility by associating with events. Which option best describes this practice?
• In the AIDA model, which component initiates the customer journey by creating awareness?
• Which of the following is a typical intermediary in an indirect marketing channel?
• In search engine marketing, the metric defined as clicks divided by impressions is called what?
• Which of the following are the three potential global product strategies?
• Brand loyalty most directly affects which economic effect by reducing the likelihood of switching when prices change?
• Which term describes the process by which the receiver interprets the sender's message?
• Direct store delivery works well for retailers that have which of the following characteristics?
• Which IMC component is the most visible element of marketing communication?
• Which type of firm is most likely to be able to simply translate the wording in its advertisements rather than altering the content of the campaign to account for cultural or religious differences?
• What factor can complicate the measurement of marketing campaigns?
• Elements in a global communication strategy usually need to be ______ to the local market to be effective?
• When a firm tries to encourage consumers to make a direct purchase with the aid of a special incentive, this is known as
• Loyalty toward a brand makes other brands seem less substitutable, which decreases ______.
• Language differences can ______ marketers' ability to communicate with customers in different countries.
• Which pricing method is not typically based on customer perceived value?
• Which advertising objective is most associated with maintaining memory of a product?
• Which two of the following are franchises?
• Which of the following is an example of power being exerted within a marketing channel?
• GDP stands for
• In the context of market channels, which statement describes who typically controls the marketing channel in a corporate vertical marketing system?
• Prestige goods concept is primarily tied to
• What elements have a direct impact on pricing in the global marketplace?
• In which of the following locations are product costs likely to be highest?
• Depending on the country, joint ventures sometimes require ______ when entering a foreign market
• Relationships in supply chains ______
• Gross rating points are calculated by multiplying reach by frequency.
• In the communications process, the ______ is the person who reads, hears, or sees and processes the information contained in a message and/or advertisement.
• Some countries require joint ventures to include ______ when entering a foreign market.
• Impressions are the number of times an ad is shown.
• In the context of top-of-mind awareness, which best describes its essence?
• The price elasticity of demand measures how responsive quantity demanded is to changes in price. If the percentage change in quantity demanded is larger than the percentage change in price, the demand is described as:
• Which pricing strategy is most appropriate for markets where early adopters are willing to pay a premium to be first?
• Pretesting an advertisement is conducted before it runs to measure whether the elements align with the intended message. When is this typically done?
• In marketing communication, decoding is best described as ______.
• Which global entry strategy involves the most risk?
• A section of recommended items on a page that is derived from past purchases is an example of which offering?
• Which of the following is NOT one of the five Cs of pricing?
• In order for a product to be successful, a brand must have which of the following characteristics?
• Which element serves as the conduit for the message, such as print, broadcast, or online media?
• Infrastructure includes basic facilities, services, and installations needed for a community to function, including all EXCEPT which of the following?
• An integrated CRM system facilitates which of the following outcomes?
• Direct marketing channels typically include which of the following methods?
• The five Cs of pricing are used as a basis for which long-term pricing concept?
• Which vertical marketing system gives complete power to the parent company?
• A marketing channel that includes a retailer or other intermediaries in the delivery of goods and services to consumers.
• Which of the following are considered deceptive reference prices?
• Which term describes long-term channel relationships with shared investments?
• Corporate blogging is a new form of marketing communication. A well-received blog accomplishes which of the following?
• Raising prices on inelastic products results in relatively fewer customers stopping purchases because they are less sensitive to price.
• Which statement is accurate about demand and price movements?
• Which of the following is a reason to implement a market penetration pricing strategy?
• Which of the following is an advantage of a corporate vertical marketing system?
• When customer service or product offerings are individually tailored to the consumer shopping on an Internet channel, this is described as
• Which statement is true about franchisors and franchisees?
• Which term is commonly used as the equivalent of marketing channel management?
• The practice of coordinating multiple marketing communications disciplines to deliver a single, cohesive message is known as
• What global product strategy does a firm pursue if it offers a product in one country that uses ingredients not found in the products it sells in other countries?
• Variable costs _____ production volume.
• If goods and services serve the same needs on a global scale, what is typically required?
• Marketing channels include which of the following?
• When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the ______ IMC budget method
• Reaching rural populations through long supply chains, where goods pass through many hands, adds ______ to products.
• Which market-entry approach involves forming a separate legal entity with a local partner to share ownership and profits in the foreign market?
• Glocalization can be described as selling a standardized product worldwide but customizing what?
• Which of the following would be a key outcome of an effective corporate blog?
• In the think, feel, do model, what follows awareness?
• According to this material, the first component of the AIDA model is ______.
• In the communication process, decoding can best be described as ______.
• A fulfillment center is similar to a distribution center, but instead of shipping to stores, it ships directly to customers.
• Culture exists on several levels. Which level includes underlying values, such as beliefs and thoughts?
• Which statement best captures the purpose of IMC?
• Which term describes the overall macroeconomic conditions that influence marketing decisions in a country market?
• When advertising is focused on informing, persuading, or reminding consumers about the company's specific offerings, it is referred to as which type of advertising?
• Exporting as an entry strategy is characterized by
• Some states require some minimum markup and prohibit ______ pricing, where items are sold at a price below the store's cost.
• Gross domestic product is defined as the total market value of all goods and services produced by a country in a year?
• When a new product or service is launched, companies that use a ______ strategy will attempt to attract customers quickly by offering a very low price at first
• Which of the following is a characteristic of an effective corporate blog?
• Which item would help customers purchase products when presented on a company website?
• Which of the following is an example of fixed cost?
• A marketing channel in which multiple segments are owned by the parent company is known as a(n)
• The process by which goods, services, capital, people, information, and ideas flow across borders is called
• When a new product appeals to consumers who are willing to pay a premium price to have an innovation first, marketers should use a ______ strategy.
• True or false: Price discrimination is illegal under all conditions
• In a push strategy, which group is primarily targeted?
• A popular PR tool where corporations attach their names to activities in cultural or sports and entertainment sectors is known as ______.
• The graph showing how many units consumers will want at different prices is called the demand curve.
• What is the primary function of a wholesaler in the distribution system?
• A demand curve helps a firm examine prices in relation to what?
• Which of the following does a break-even analysis provide?
• Which situation would persuasive advertising be most appropriate?
• Which of the following is a market entry strategy in which independent companies form a partnership to collaborate in the foreign market but do not necessarily invest in each other?
• Public service advertising falls under which broader marketing approach?
• Which of the following occurs in a conventional marketing channel?
• Unlike PR, ______ is a paid form of communication, delivered through media from an identifiable source
• True or False: Marketers should expect to measure the full potential of a marketing campaign immediately after it is launched.
• Which center is primarily used to ship orders directly to customers?
• Public relations involves the management of communications and relationships to achieve objectives within a firm. What term completes the phrase?
• A franchise is a contractual agreement between which parties?
• A(n) ______ strategy is designed to increase demand by motivating sellers, wholesalers, distributors, or salespeople to highlight the product rather than the products of a competitor
• When launching a new product, which advertising type is most appropriate to build awareness?
• Which element is most likely to contribute to how receivers decode a print advertisement differently?
• In global marketing communications, how are elements typically treated to be effective in local markets?
• What is the first component of the AIDA model?
• At the break-even point, profits on the sale of a product are ______.
• Which term best describes the component that creates the message and initiates communication?
• ______ refers to a strategy in which firms sell a standardized product around the world but develop different promotional campaigns for different countries.
• On which of the following does brand loyalty have the most significant effect?
• Which term best describes the intermediary who collaborates with the sender to develop marketing communications?
• The ______ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications.
• Which of the following types of businesses would be MOST affected by pricing laws that prohibit selling products below cost?
• True or false: The sales department rarely coordinates with the manufacturing department.
• In the marketing mix, which element is primarily associated with communicating messages to customers?
• Which statement describes a joint venture?
• Goods and services that serve the same needs and wants on a global scale often ______
• Sociocultural analysis in a country market assessment examines factors such as
• What is the primary function of a distribution center?
• Which characteristic makes a firm more likely to simply translate ad wording rather than alter content for cultural differences?
• Many firms choose the direct investment strategy when entering foreign markets because which of the following is true?
• _____ is the third of the four components in the AIDA model.
• In a(n) ______ vertical marketing system, a firm owns and controls all of its supply chain
• The inverse relationship between price and quantity demanded is shown by which of the following statements?
• Which term refers to any interference in a message?
• The relationship between price and quantity demanded is inverse.
• Effective omnichannel operations require a centralized system that houses a complete history of each customer's interaction. What is this component called?
• Using the Internet to communicate about product preferences with other shoppers is called ______ shopping.
• A direct marketing channel sells a product from a manufacturer to a consumer ______
• Why is global segmentation, targeting, and positioning more complicated than domestic STP?
• Franchising is a contractual agreement between a firm, the franchiser, and another firm or individual, known as the ______.
• In a marketing channel, the sales department must coordinate delivery with ______.
• Donating a percentage of sales toward funding high school athletics is an example of which practice?
• The Taco Bell logo example demonstrates that receivers may ______ a message differently.
• Direct store delivery is best suited for retailers with which combination?
• Which concept involves confirming that the message was received and understood by the recipient?
• Which statement describes the effect of corporate vertical marketing systems on channel conflict?
• Which type of distribution uses a few, carefully identified retailers in a given territory with the intention of maintaining a particular image and controlling the flow of merchandise into an area?
• Which cost category changes in total with the level of production?
• Advertising is a ____ form of mass communication.
• The term used to describe the initiator of a message in marketing communications is
• Which statement best describes a conventional marketing channel?
• Which statement best describes the purpose of break-even analysis in production planning?
• With ________ pricing, also known as individualized pricing, companies charge different prices based on the type of customer, the day of the week, and the level of demand.
• ______ describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once
• For a firm, rent, landscaping, and insurance are examples of ______ costs.
• Pricing strategies can influence perceptions of quality. Which pricing approach is sometimes interpreted as signaling lower quality when priced too low?
• An increase in the quantity demanded for Product A causes a decrease in Product B's quantity demanded. These are examples of ______ relationships.
• Retailers may devise a creative solution for getting their product to hard-to-reach consumers. The development of this type of solution is part of the firm's ______
• Which of the following best describes globalization?
• What is the typical objective of predatory pricing?
• An indirect marketing channel may include which of the following intermediaries?
• A percentage increase in the quantity demanded for Product A results in a percentage decrease in Product B. These products are known as ______ products.
• Strategic relationships are beneficial because they help members do which of the following?
• Total cost is equal to which of the following?
• What is a primary characteristic of advertising?
• Which statement about distribution intensity is true?
• Which term best describes the strength of the association between a brand name and the product type in consumers' minds?
• What is a key benefit of using distribution centers for retailers?
• In franchising, the party that operates the business under the franchising agreement is the ______.
• The number of times an ad appears in front of the user is known as the number of ______
• If a company needs to raise the prices of some its products, it should choose to raise the prices of ______ products because relatively fewer customers will stop buying the product as a result
• In a joint venture, a company ______.
• Which statement best describes the relationship between distribution centers and inventory forecasting across stores?
• Which strategy for wide distribution involves getting products into as many different outlets as possible?
• Personal selling is an important component of many IMC programs, especially in ______ settings?
• If a firm sells the same product to different resellers at different prices, this practice is best described as
• In a ______ relationship, the supply chain members are partners who intend to maintain the relationship for quite some time and invest in ventures that will be profitable for all involved.
• When firms develop a marketing mix as part of their global marketing strategy, what is their primary goal?
• Which word best describes the advantage of using an IMC program over a single marketing communication element?
• If you are looking to find out more about a particular good or service, you may find yourself reviewing a __________, or a web page that contains periodic posts.
• Products whose demands are positively related are known as which type of products?
• In the case of elastic demand, what happens when price falls?
• Public service advertising is best categorized under the umbrella of what type of marketing?
• Pepsi and other soda companies almost always try to get their products into as many different outlets as possible. What is the name of this type of distribution strategy?
• Marketers might be less interested in countries with the highest purchasing power because of ______ growth and saturated markets.
• Prestige products or services do not follow the ______ curve.
• A break-even analysis graph shows curves for which of the following?
• Which of the following is the fourth (and final) component of the AIDA model?
• One standard information flow in marketing channels is from manufacturers to distribution centers.
• Which statement best differentiates a wholesaler from a retailer?
• Which of the following best describes the contribution per unit?
• What is the first component in the communication process?
• A useful technique that enables managers to examine the relationships among cost, price, revenue, and profit over different levels of production and sales is called ______.
• Which term completes the phrase: '____ management' is another term used for marketing channel management?
• Joint ventures can be a risky entry strategy because ______.
• Which global product strategy involves offering the same product in both the home country and the host country?
• Which step comes immediately after Convey the message in the six-step ad campaign process?
• Public ______ is the organizational function that manages the firm's communications and supports other promotional efforts.
• When a new product is launched in a market where similar items are already being sold, how is the price typically determined?
• The _____ is fixed costs plus the sum of the variable costs.
• The goal of a(n) ______ strategy is to generate profit and establish a new product or service in the market as quickly as possible.
• Global distribution networks form complex value chains that ultimately ______ the final selling price of a product.
• Within the communication process, when you are reading or seeing a billboard with an advertisement, you are known as the ______.
• Which group is targeted with a pull strategy for sales promotion?
• To calculate target return price, which information is needed?
• Which two are commonly cited as marketing channel types?
• In IMC, which item is NOT typically considered a marketing communications discipline?
• What is the correct term for when a manufacturer or retailer sells in more than one channel?
• A blog is a resource for customers; a well-received blog primarily nurtures which outcome?
• The change in spending behavior when income changes is known as which effect?
• The type of marketing that uses principles of marketing to raise awareness of social issues such as the environment or hunger is known as what?
• Which IMC strategy refers to communicating specifically with target customers to elicit a response or transaction?
• Which real-time, direct online service interaction is commonly used to assist customers?
• When a 10% decrease in price yields more than a 10% increase in quantity sold, the demand is described as
• A joint venture is formed when a firm ______ a new market and ______ its resources with those of a local firm to form a new, shared company.
• Which term describes the interrelationship where the demand for one product moves with the price of another product?
• Which promotional tool includes coupons, rebates, and free samples to encourage product purchases?
• The contribution per unit is price minus the variable cost per unit.
• Social shopping involves which activity?
• Which statement is true about direct channels?
• To calculate return on marketing investment, marketers need to know which of the following?
• GDP is defined as the total market value of ______ produced by a country in a year.
• Who resells merchandise to retailers?
• The integrated marketing communications process refers to which of the six Ps in the marketing mix?
• Retailing is best described as which of the following activities?
• Which item is NOT one of the five Cs of pricing?
• Guitar Center reinforces its image of selling high-quality musical equipment across stores, catalogs, and the website. This demonstrates the importance of maintaining a consistent what?
• When a firm influences the actions of a consumer, this is done through ______.
• Predatory pricing is outlawed by which acts?
• What is a major economic factor that a firm conducting an economic analysis of a country market must take into account?
• Which term refers to the number of channel members used at each level of the marketing channel?
• The 'think, feel, do' model is more formally called the ______ model.
• Which details are commonly used to evaluate the general economic environment?
• Globalization is best described as
• In cultural studies, which term best describes the beliefs and values that influence consumer behavior within a group?
• Between the intensive and exclusive distribution strategies lies ______ distribution, which uses a few, well-selected retailers in a territory.
• Break-even analysis primarily examines the relationship between price and cost to determine the production level at which profits begin. Which statement is true?
• The point at which total fixed costs plus total variable costs equal total revenue is called the ______ point.
• What does the experience curve effect imply about costs as cumulative production increases?
• Puffery is illegal in advertising.
• GRP equals ______ times frequency.
• Cause-related marketing refers to commercial activity in which businesses and charities form a partnership to market an image, product, or service for mutual benefit. Which term describes this practice?
• The marketing strategy a firm chooses when entering a new foreign market depends on the ______ of the target consumers.
• Which of the following is a visible artifact of culture?
• What is a hallmark of direct investment as an entry mode into foreign markets?
• In the United States, it is unethical and illegal for advertisements to ______ the consumer so much that the person is harmed.
• Marketing communications ______ consumers by making them aware that a product or service exists or by increasing their purchase intent.
• Primary labor and materials are also known as ______ because they change with production volume.
• Which statement about blogging is true?
• Which term describes tailoring online experiences to individual customers, based on their past behavior?
• Which of the following describes the role of wholesalers?
• What are common types of marketing channels?
• In a franchise model, the upfront lump sum and ongoing royalties are paid to the
• Strategic relationships rely on which of the following to succeed? (Select all that apply.)
• Which statement about measuring marketing campaigns is true?
• The integration of suppliers, manufacturers, warehouses, stores, and transportation intermediaries is called which type of management?
• The strategy of ______ appeals to consumers because it reduces their need to spend time comparing prices at various stores.
• What is the primary aim of global segmentation?
• The components of a country market assessment include all of the following EXCEPT:
• The practice of presenting products tailored to a shopper's past purchases is called ______.
• Which statement best describes the impact of language differences on marketing communication?
• ______ refers to the process by which the receiver interprets the sender's message.
• Exporting happens when a firm produces a product in its domestic plants and then ______
• What is the correct order of the AIDA model components?
• A product's demand relationship with another product that rises and falls together is called what in this material?
• Fixed costs ______.
• Which of the following is an example of a visible artifact of culture?
• After the first round of price skimming saturates the high-price market, what happens next?
• When a firm has a public relations agent, the primary function is to generate ______ publicity and improve the company's reputation.
• In a basic economy, what is the most direct path for a product from producer to user?
• In a franchising agreement, the franchisor ______.
• Which framework is most commonly used to move consumers through mental stages in IMC?
• Total revenue is calculated as price per unit multiplied by the number of units sold.
• Which details are commonly used to evaluate the general economic environment?
• A wholesaler is defined as which of the following?
• When incomes drop, the demand for an elastic product ______
• The five Cs of pricing are used to guide which aspect of marketing?
• _______ products are items whose demands are positively related, so that they rise and fall together. An example would be Blu-ray players and Blu-ray discs.
• True or false: A global marketing mix is more complicated than a domestic marketing mix.
• Coors Light, AT&T, and Intel sponsoring the X Games is an example of what?
• ______ allows the receiver to communicate with the sender and thereby inform the sender whether the message was received and decoded properly.
• In the context of the demand discussion, which statement is true?
• In a simple economy, which pathway represents the most direct supply chain from producer to user?
• In pretesting, what is most likely measured?
• A ______ center is a facility where goods are received, stored, and redistributed to company stores or customers.
• Regarding merchandise flow, which statement is true about the first decision?
• Distribution intensity is defined as the number of channel members used at each level of the marketing channel. True or False?
• A business that buys products from manufacturers and resells them to retailers or industrial or business users is known as a(n)
• When a firm identifies its positioning within a market, it must decide how to ______ its marketing strategies using the marketing mix.
• Which advertising objective aligns with the early life cycle stage when building brand awareness?
• Chain stores that use distribution centers can carry less merchandise in each retail outlet.
• Which principle best describes relationships in supply chains?
• When retailers create individualized web pages for each consumer based on the consumer's prior purchase history, the retailers are providing ______
• Variable cost per unit times quantity equals ______
• IMC refers to integrated marketing ______
• During the early stages of a product's life cycle, ______ advertising should be used in order to create and build brand awareness.
• Advertising is a paid form of communication delivered through media from an identifiable source about which of the following?
• Which statement best describes a conventional channel?
• If McDonald's reduces the price of a Big Mac by 25% and sales increase by more than 50%, the firm could describe demand as which of the following?
• What does a distribution center primarily coordinate?
• Why do relationships in supply chains exist?
• Which statement about distribution centers is true?
• During a campaign, which activity best indicates the advertiser is tracking impact while the ad runs?
• In market assessment, infrastructural analysis typically considers which of the following?
• Which slope characterizes most demand curves?
• Which of the following are reasons marketers must adapt their global distribution strategies for developing countries?
• Companies offer incentives like loyalty programs and contests to drive purchases. This is called ______.
• Which statement best describes fulfillment centers compared with distribution centers?
• The percentage change in the quantity demanded of one product relative to the percentage change in price of another product is called?
• Direct investment in foreign markets exposes a firm to what kind of risk?
• ______ occurs when there is a discrepancy between encoding and decoding a message.
• Which pricing strategy would likely use lower prices to gain fast market share?
• In a simple economy, a direct, manufacturer-to-consumer supply chain is a poor choice.
• In a direct marketing channel, products are sold by a manufacturer to a consumer without going through a retailer.
• In the AIDA model's application to the titanium-frame touring bike, the ad aims to move the consumer from saying 'I _____ it' to 'I _____ it'.
• Which criteria are necessary to assess a country's market?
• Franchisees operate outlets in accordance with procedures prescribed by whom?
• What benefits does the local partner typically offer in a joint venture agreement?
• An easy way to remember the difference between encoding and decoding within the communication process is to think of encoding as the message the sender intends to say, whereas decoding can be thought of as what the receiver actually ______.
• Which information is specifically about how customers can obtain products and services?
• In order for an advertising program to succeed, the advertiser must accurately and effectively identify its ______ audience
• When a firm uses a penetration pricing strategy, they expect the experience ________ effect to occur.
• Which statement describes a conventional marketing channel?
• The primary objective of a firm's global marketing mix is to sustain a competitive advantage over time.
• What best differentiates a wholesaler from a retailer?
• Puffery is generally permissible in advertising.
• The complex value chains inherent in global distribution networks include which of the following?
• In preparation for introducing a new doll to the market, a toy company advertises and creates so much demand that little girls are lined up at the stores, determined to be the first to own one. The toy company sells these first dolls at twice their actual retail value. This is an example of ______.
• In online chat, which aspect refers to addressing specific questions that may not be answered on a traditional FAQ?
• Why do firms spend millions to develop brand names with no preexisting meaning in any known language?
• ______ is a major benefit to using the Internet channel and refers to the ability to tailor the information for each customer economically.
• Telephone, mail, catalogs, and e-mails can all be considered part of ______
• ______ promotions are special incentives or programs that encourage consumers to purchase a product or service and may include coupons, rebates, contests, free samples, or point-of-purchase displays.
• Persuasive advertising most often occurs in which stage of the product life cycle?
• ______ is defined as the basic facilities, services, and installations needed for a community or society to function, such as water and power lines, and public institutions.
• Manufacturers sell their products to which type of intermediary who resells to retailers?
• ______ refers to any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the media that subsequently creates a problem for the communication channels.
• Reminders ads are typically used for products in which life cycle stage?
• Which distribution approach lies between intensive and exclusive, using a limited number of retailers to maintain a desired image?
• Break-even analysis examines the relationships between which of the following?
• Distribution intensity is typically divided into how many levels?
• Which pricing tactic lowers the price below store cost?
• The reason firms create brand names with no preexisting meaning is to avoid what risk?
• A ______ strategy is designed to motivate consumers to demand products and force the channel to carry and sell the brand, whereas a ______ strategy relies on the channel members to move the brand
• Countries with the highest purchasing power today may lose appeal in the future for many products and services because of stagnated growth.
• Which information is needed to compute target return price?
• When Apple first introduced the iPhone, it used which pricing strategy?
• Which metric best measures how often the target audience is exposed to a message over a given period?
• This expansion method gives others the right to operate businesses with the same name and format. This is called ______
• Which statement best describes the relationship between distribution centers and inventory forecasting across stores?
• Prestige products are described as which?
• Marketers measure the ______ of exposure by how often the audience is exposed to a communication within a specified period of time.
• Which of the following statements about sales promotions strategies is true?
• What is the purpose of consistency, clarity, and compellingness in advertising messages?
• Marketing channels can be viewed along two axes: what are they?
• What is the first decision to be made when considering merchandise flow?
• The total market value of all goods and services produced by a country in a year is known as the country's
• Which term describes the organizational function that coordinates communications and promotional activities to build the firm's reputation?
• With the ______ pricing strategy, a company adopts retail prices that are typically somewhere between the product's regular price and the sharply discounted sale prices that competitors occasionally offer.
• Where do retailers typically find it most cost effective to store merchandise?
• When the change in demand for one product negatively affects the demand for another product, those items are known as ______ products.
• What is a major benefit of selling the exact same product or service in both the home and host countries?
• Which IMC strategy explicitly refers to a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision?
• Price minus the variable cost per unit equals ______.
• The global ______ offers marketing managers three potential global product or service options, from selling the same product to introducing an entirely new product.
• The global distribution network includes which of the following components?
• What distribution strategy grants sole geographic territories to one or very few retailers so no other retailers in the territory can sell a particular brand?
• Event sponsorship is used to gain visibility by attaching a company’s name to activities in which sectors?
• An advertising firm will be successful if the media mix delivers a message that has which characteristics?
• Which of the following do companies take into account when engaging in dynamic pricing?
• In IMC, each marketing communication element is treated as what?
• When a firm offers to directly interact with a consumer through the Internet in real time, this is known as ______, a timely and direct type of personalized customer service.
• Which of the following is an advantage of using a distribution center?
• Setting the price for a new product is less difficult when other products like it are already being sold. This is true because ______.
• The communication ______ is the medium (e.g., print, television, radio) that carries the message from the firm to the consumer.
• True or false: A disadvantage of direct investment is that profits must be shared with other firms
• In the communication process, the advertising agency functions as which role?
• Profit alone does not indicate how many units should be sold before break-even.
• The ______ refers to the medium that carries the message for a firm whether in print, broadcast, or Internet.
• What is price times quantity equal to?
• Which statement best distinguishes advertising from public relations?
• In maturity stage with solid brand recognition, firms may engage in ______ advertising to stay in the minds of the consumer.
• A page that shows recommendations based on past purchases illustrates which type of offering?
• True or false: In general, customers are more sensitive to price increases than to price decreases.
• A decision to tailor the marketing mix to the needs of consumers in individual markets illustrates which concept?
• The business activities associated with retailing involve both products and services. Which of the following is NOT a venue where retailing occurs?
• Distribution centers use computers to plan delivery truck routes that take into consideration which of the following?
• To whom are a lump sum and royalties paid when a franchise opens?
• According to the AMA, ______ is 'the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas.'
• Exporting is an entry strategy that requires the ______ financial risk and allows a(n) ______ return to the firm.
• Which of the following are steps in the planning and execution of an ad campaign?
• When a firm enters into a joint venture agreement with a local firm, the two investors will then share which of the following?
• The Kleenex advertising campaign to remind customers to keep a tissue with them is an example of ______-focused advertising.
• Which type of positioning describes highlighting a product's unique feature?
• Which statement best describes the role of every member within a marketing channel?
• What is the primary purpose of distribution centers in a supply chain?
• Which of the following is a franchisor typically responsible for?
• The ratio of the change in price to its effect on the quantity demanded is known as
• Consumers' ability to replace other products with the focal brand is known as ______
• Free samples, point-of-purchase displays, sweepstakes, and contests are all examples of which IMC strategy?
• The ultimate goal of marketing communication is to compel the receiver to react positively to the message and brand and then to ______ the product or service.
• The break-even point is the point where revenue equals total costs.
• Which factor can distort the message by introducing competing messages or unclear wording?
• What is the most common method of introducing a product or service outside of the home country?
• Which placement strategy involves manufacturers granting sole geographic territories to one or very few retailers so no other retailers in the territory can sell a particular brand?
• When someone is asked to name a brand of soda, most will reply Coca-Cola. This is an example of ______ awareness.
• Which statement best describes fixed costs?
• A large grocery store chain insists that its suppliers stop packaging their bagels in plastic wrap, and they comply. This is an example of ______
• Which of the following is a drawback of a market penetration pricing strategy?
• Marketers might be less interested in countries with the highest purchasing power because of which combination?
• Market research helps identify the target audience and set the tone for advertising. Which term best describes this function?
• What term describes a facility that receives, stores, and redistributes merchandise to company stores or customers?
• Which statement correctly defines the break-even point?
• ______ refers to a set of a business activities that add value to products and services sold to consumers for their personal or family use.
• The ______ pricing strategy features frequent sales, during which prices are lowered for a short time.
• When a company uses its advertising budget to purchase airtime or print pages, this is called a ______ buy
• What best describes a corporate vertical marketing system?
• A franchise is a contractual agreement between
• How does penetration pricing discourage rival companies from entering the market?
• In a ______, members of the channel pursue their own goals and maximize their own profits, regardless of the effect on other channel members
• Routing systems can improve delivery efficiency by maximizing which outcome?
• Which of the following activities takes place at distribution centers?
• Predatory pricing is illegal primarily because
• Culture exists on several levels. Which of the following levels are included?
• Which term refers to the shared meanings, beliefs, morals, values, and customs of a group of people?
• When channel members have opposing goals, it often leads to channel
• If a 10% price drop results in less than a 10% increase in quantity, demand is
• If a company uses a distribution center, what activities is it primarily involved in?
• Which activity is a typical public relations function?
• Which term best describes the overall approach that combines multiple communication disciplines to maximize impact in marketing?
• Loss-leader pricing is used to attract customers by pricing some items at or below cost.
• Which of the following global entry strategies involves the least amount of control of a product or service in the foreign market?
• Global marketing strategies include identification of the target markets and ______.
• Which statement about marketing channels is true?
• Which term describes the basic facilities, services, and installations needed for a community to function?
• Channel conflict arises because supply chain members sometimes have ______
• The five Cs of pricing are examples of pricing ______.
• Where do fulfillment centers ship goods?
• Firms conduct market ______ to identify their target audience and to help set the tone for their advertising program
• A national retail chain has signs saying 'Sale! 50% off our regular price!' and never sold any merchandise at its regular price. This is an example of ______.
• A key feature of direct investment is maintaining full ownership of overseas facilities, offices, and plants, which implies ______ control.
• Which of the following is a measure of how effective an ad is for the amount spent?
• Place the steps in planning and executing an ad campaign in order, from the first to the last.
• If brand loyalty reduces substitutability, this causes the price elasticity of demand to ______.
• Which statement best describes the relationship wholesalers have with manufacturers and retailers?
• In distribution strategy, if Ford allows only one retailer in a territory to sell its brand, this is known as a(n) ______ distribution strategy.
• Which statement about members of a marketing channel is most accurate?
• In the scenario where price is $200 yields 10,000 units and price $75 yields 20,000 units, at which price should the company set to maximize profits?
• What advantage is there for a company to offer products at prices below actual market value?
• Which of the following is NOT typically considered a direct marketing channel?
• 'Built Ford Tough' is an example of?
• Which statement about marketing channels is true?
• Which factor is most likely to cause receivers to decode a message differently?
• Which statement about sponsored links in Google search results is correct?
• In price skimming, which approach is used to capture the attention of early adopters?
• Routing and scheduling systems to manage shipments from distribution centers to stores help achieve which outcome?
• Which term describes the coordination of the flow of goods and information among suppliers, manufacturers, and intermediaries?
• How do managers use break-even analysis?
• The role of the retailer is to help which groups?
• Which of the following is an example of everyday low pricing strategy?
• Direct investment requires a firm to maintain ______ ownership of its facilities, offices, and plants in a foreign country
• Which term refers to an awareness metric based on recognition of a brand when presented with the name?
• Integrated Marketing Communications (IMC) encompasses a variety of communication disciplines in combination to provide a maximum communicative impact on its consumers. What word completes the phrase '_______ marketing communications'?
• When the price of DVD players drops, the demand for DVDs is likely to ______.
• When consumers relish the challenge of getting the lowest price and are willing to expend the time and effort to seek out the lowest price every time, retailers should use the ______ pricing strategy.
• What is the primary objective of product-focused advertising?
• What is the term for the primary audience in marketing communications?
• The primary purpose of sales promotions is to create short-term increases in sales through consumer incentives.
• In the management of market channels, a strategic relationship is also known as ______
• Channel members include which of the following?
• If a laundry soap manufacturer introduces a single-use package in a developing country while selling only bulk sizes in the home country, which global product strategy is being used?
• In the AIDA model, the ad aims to move consumers from interest to which stage?
• A pricing ______ is the general way a company decides how its prices will be determined over the long term, based on the five Cs of pricing
• Which of the following is an example of a search engine marketing tool?
• If Wendy's airs a television advertisement about a special promotion, Wendy's is the ______ in the communication process.
• IMC programs are advantageous in that they regard each individual marketing communication element as ______.
• Which metric shows the potential audience reached?
• Which of the following is a direct example of a franchising practice?
• What happens to quantity demanded when price decreases on a typical downward-sloping demand curve?
• Marketers work to determine the key message they want to send to whom?
• Within the communication process, encoding most closely could be described as ______.
• Which example best illustrates a pull IMC strategy?
• A firm sets extremely low prices for its products so that most customers will stop shopping elsewhere. This will cause other companies to go out of business and leave the firm with no more competition. The firm has engaged in ______.
• The assumptions a group of people have regarding the world and the people in it are an example of the ______ of a culture.
• Channel members include which of the following?
• A retailer reinforces its image across stores, catalogs, and the website by maintaining a consistent what across channels?
• The major challenge in developing a global communication strategy is ______
• Which is the best way to raise consumer interest in an ad?
• Public relations activities include handling unfavorable press, maintaining positive media relationships, and building a positive image of the firm. Which option best captures this concept?
• Aided recall measures recognition of a brand when prompted with the brand name. Which of the following best describes this concept?
• Which of the following statements aligns with the concept of top-of-mind awareness?
• Which IMC budgeting method involves identifying specific marketing objectives and then budgeting for the tasks necessary to achieve them?
• Which intermediary might be included in an indirect marketing channel?
• What recall type occurs when a reader sees a logo and can identify it as the brand?
• The global product strategy offers three options for product strategy, ranging from selling the same product to introducing an entirely new product. Which term completes this idea?
• Which term best describes the relationship in which channel members are long-term partners who invest in ventures for mutual profitability?
• As participants in a marketing channel add value to a product, what typically happens to the cost of the product?
• What term describes delivering a message across multiple channels in a coordinated way to ensure consistency?
• A manufacturer will seek out partnerships with who will sell the manufacturer's products and/or services to the final consumers. (One word)
• In the maturity stage of the product life cycle, products use what type of ads to stay in consumers' minds?
• ______ metrics such as aided recall measure a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service.
• If many substitutes exist, the price elasticity of demand for a product will likely be ______.
• In the second step taken to convey the message, what do marketers do?
• In global marketing, decisions about the marketing mix should be driven by which of the following?
• Adding value to products and services sold to consumers in households for personal or family use is known as
• To create an effective IMC program, marketers move through mental stages; the most common model is the ______ model.
• A strategic alliance is a type of _____ for a firm to expand into the foreign market.
• Which of the following is not typically considered in dynamic pricing?
• A push strategy focuses on promoting to which groups?
• Which of the following is another term for target return percentage?
• The level of economic development, as well as differences in product and technical standards, help determine the need for and level of product ______ in a global product strategy
• One characteristic of price skimming is that it charges a high initial price to recover development costs.
• If you see a logo and recognize the brand as presented in a magazine, this is an example of ______.