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Marketing
Q:
Leadership in which type of marketing system is assumed not through common ownership or contractual ties but through the size and power of a single dominant channel member?
A) a horizontal marketing system
B) an administered vertical marketing system
C) a corporate vertical marketing system
D) a conventional marketing system
E) a multiple distribution system
Q:
"The worldwide success of Apple's iTunes Store has generated a backlash of sorts." Explain why this statement is true giving examples.
Q:
Dietrich Mateschitz, Red Bull's creator, stated "When we first started, we said that there is not an existing market for Red Bull." The reasons behind Red Bull's success include all of the following except:
A) a market was created for Red Bull.
B) a market segment was found with unmet needs.
C) the blue-and-silver color on cans helped in Red Bull's popularity.
D) orthodox advertising strategies were used with tactics.
E) The Red Bulletin magazine helped in Red Bull's popularity.
Q:
What is m-commerce, and what are some of the technological innovations that fall under this type of commerce?
Q:
What are the three major types of vertical marketing systems?
A) corporate, contractual, and chain
B) contractual, corporate, and independent
C) corporate, contractual, and administered
D) administered, independent, and franchised
E) corporate, franchised, and task
Q:
The effective integration of products and brands with entertainment can be seen on the TV hit American Idol. This type of trend is referred to as:
A) advertising age.
B) traditional advertising.
C) global advertising.
D) branded entertainment.
E) image entertainment.
Q:
Apple's wildly successful iPhone comes equipped with a full-blown version of the company's iOS and Web browser.
Q:
Celeste Atkinson is a lifestyle and entertainment manager for Audi, and her job is to create buzz by ensuring that vehicles such as the Audi A8L and the S8 sports sedan figure in paparazzi photos. This is referred to as:
A) lifestyle placement.
B) blockbuster placement.
C) promotion placement.
D) product placement.
E) photo placement.
Q:
A corporate VMS has the advantage of controlling the entire distribution chain under ________.
A) a profit-maximizing strategic plan
B) single ownership
C) mass distribution
D) a limited number of intermediaries
E) contractual agreements
Q:
Industry experts expect marketers to integrate SMS with communication via other digital channels, such as the Internet and e-mail.
Q:
In fall 2002, a new Broadway production of Puccini's La Boheme was set in Paris circa 1957. The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne. This is an example of:
A) consumer sales promotion.
B) sampling.
C) product placement.
D) trade sales promotion.
E) global awareness.
Q:
A channel consisting of one or more independent producers, wholesalers, or retailers, each seeking to maximize its own profits with little concern for other channel members, is a(n) ________.
A) independent vertical marketing system
B) conventional marketing system
C) independent channel
D) corporate vertical marketing system
E) administered vertical marketing system
Q:
Which of the following is NOT a true statement about conventional marketing systems?
A) Conventional marketing systems are multilevel distribution channels.
B) Most conventional marketing systems are highly successful.
C) Members of conventional marketing systems work independently of one another.
D) Members of conventional marketing systems do not work toward the same broad goals.
E) Relationships between members of conventional marketing systems are limited to simply buying and selling from one another.
Q:
Product placement has reached the world of live theater and opera. The difference between product placement and other forms of promotion is:
A) ethical concerns are not taken into account.
B) viewers are being marketed to subliminally without their consent.
C) products are focused showing different angles.
D) prominent personalities add a message about the product.
E) sponsors are recognized for their contribution.
Q:
Google's Chrome operating system, which has been described as "a new computing paradigm," is designed to exploit the opportunities of cloud computing.
Q:
Cloud computing means that archives-including music and movie files, photos, and documents-are stored on massive remote servers and data centers rather than on individual users' computers.
Q:
Chinese authorities ratified the WHO's Framework Convention on Tobacco Controls; which means:
A) Chinese TV can show tobacco ads only after midnight.
B) tobacco companies cannot show ads on TV but can sponsor sports events.
C) all forms of tobacco promotion and sponsorships will be phased out by the year 2010.
D) tobacco companies can use sponsorships of health and sporting events.
E) tobacco companies can sponsor China's national soccer tournament after the year 2010.
Q:
Conventional distribution channels consist of one or more ________ producers, wholesalers, and retailers.
A) independent
B) product-related
C) contract
D) merchant
E) domestic
Q:
Worldwide spending on outdoor advertising amounts to about ________ of total ad spending.
A) 1%
B) 2%
C) 4%
D) 6%
E) 10%
Q:
Bandwidth determines the range of frequencies that can pass over a given transmission channel.
Q:
Once an organization has developed its distribution objectives, it should next ________.
A) identify the channel leader
B) determine a distribution budget
C) select the optimum number of channel levels
D) define the target market and articulate the market segmentation strategy
E) evaluate the internal and external environments
Q:
Which of the following should be the first step in distribution planning?
A) identifying the channel leader
B) determining a distribution budget
C) developing distribution objectives
D) evaluating the internal and external environments
E) determining the desired level of distribution intensity
Q:
A ban on billboards in Brazil meant they have to come down, and in addition, transit ads on buses and taxis were not allowed. Denied access to traditional outdoor advertising, companies devised a number of alternative ways to communicate with prospective customers. These ways included all of the following except:
A) Citibank used the color blue in much of its advertising.
B) ads were placed indoors in elevators.
C) ads were placed in rest rooms and other indoor traffic areas.
D) ads were placed on buses.
E) ads were placed using social media or online channels.
Q:
Cloud-based music services are expected to have a major impact on the mobile music business. The reason for their popularity includes all of the following except:
A) they are a hybrid between subscription and online store business.
B) this new approach addresses some of the shortcomings of the existing methods.
C) they offer users a music locker "in the cloud."
D) music services can be purchased from a variety of mobile devices.
E) the pricing schemes for various services are simple.
Q:
Explain the concept behind a dual distribution system.
Q:
Traditional support media include:
A) indoor posters.
B) billboards.
C) newspapers.
D) magazines.
E) catalogs.
Q:
BMW and Porsche have developed Apple Watch apps that enable drivers to remotely check many items within their cars which includes all of the following except:
A) information about services.
B) information about pricing.
C) help in booking hotel rooms.
D) help in restaurant reservation.
E) help recharging the car's batteries.
Q:
Excluding China, which does not allow Google to publish figures regarding its requests for information, the government with the largest number of requests for information is:
A) Brazil.
B) India.
C) America.
D) Japan.
E) Taiwan.
Q:
Interactive television (ITV) allows viewers to see the ad in its entirety by pressing a remote button; to order products from home-shopping channels; or choose different camera angles, such as in sports events. Comments by James Pennefather, brand manager for Smirnoff, UK, based on comparison of traditional TV ads to ITV features included all of the following except:
A) "it allows viewers to interact with programming."
B) "it is a lot more unproven."
C) "it needs further testing."
D) "it is a calculated risk."
E) "it may or may not succeed."
Q:
Why are direct channels of distribution common in business-to-business markets dealing with high-dollar, high-profit items?
Q:
Bluetooth is gaining popularity in Europe compared to Wi-Fi due to all but one of the following advantages:
A) less power consumption.
B) well suited to use with cell phones.
C) works over shorter distances.
D) can be used in automobiles.
E) can be incorporated into home appliances.
Q:
Industry observers expect the popularity of home shopping to increase during the next few years due to:
A) the formation of European Union.
B) the economic development in India.
C) the introduction of interactive television.
D) the introduction of iPhone.
E) the introduction of TV shops.
Q:
A major manufacturer of bread sells its finished products to a grocery store chain. This grocery store then sells the bread to its customers. What type of channel of distribution is this, and what are the levels of distribution?
Q:
How do merchant wholesalers and agents/brokers differ?
Q:
Chinese direct-response television has learned that there are many obstacles that still need to be overcome, which include all of the following except:
A) consumers' savings rate is very low.
B) limited number of private telephones.
C) low penetration of credit cards.
D) delivery logistics in Beijing.
E) delivery logistics in Shanghai.
Q:
Bluetooth mobile communication technology has all of the following advantages over Wi-Fi except one:
A) Bluetooth is well suited for use with cell phones.
B) Bluetooth works over shorter distances than Wi-Fi.
C) Bluetooth consumes less power than Wi-Fi.
D) Bluetooth can handle data as well as voice.
E) Bluetooth technology has been incorporated into automobiles.
Q:
The best country using mobile advertising is:
A) India.
B) South Korea.
C) Sudan.
D) Japan.
E) Indonesia.
Q:
How would the Internet most likely affect the distribution channel of an artisan who makes handmade dolls that had previously been sold only at craft shows?
Q:
Thomas Burke, an executive at Saatchi & Saatchi, is quoted as saying ________ are "the most powerful form of advertising ever created."
A) corporate advocacy ads
B) infomercials
C) banner ads on the Internet
D) direct mail campaigns
E) catalog sales
Q:
Alcatel-Lucent, the French telecommunications equipment manufacturer, has launched a service that sends tailored text messages when smartphone users are near a specific location, such as a store, hotel, or restaurant. This capability can help in all of the following ways except:
A) text messages can be sent to smartphone users who are in the vicinity.
B) offering special deals to smartphone users who happen to be in the vicinity.
C) promoting mobile campaigns which will reach smartphone users.
D) obtaining demographic information about the smartphone users.
E) locating smartphone users for delivering products or services.
Q:
An appliance, television, and stereo dealer serves as an authorized repair center, provides maintenance contracts, and sells essential supplies to customers. What types of channel functions are being implemented by this dealer?
Q:
In Hong Kong and Singapore, Western catalogers are finding it easy to market because of all of the following reasons except:
A) efficient postal services.
B) highly educated populations.
C) wide use of credit cards.
D) few mail-order companies.
E) high per capita income.
Q:
Smartphones that are equipped with a global positioning system can determine the users' exact geographic position. This capability has created new opportunity for marketers by using all of the following innovative means except:
A) text messages can be sent to smartphone users who are in the vicinity.
B) offering special deals to smartphone users who happen to be in the vicinity.
C) promoting mobile campaigns which will reach smartphone users.
D) obtaining demographic information about the smartphone users.
E) locate smartphone users for delivering products or services.
Q:
What are some advantages of a farmer selling strawberries grown on his farm directly to consumers instead of using channel intermediaries?
Q:
The term magalog is used to describe which communication medium?
A) direct mail
B) Groupons
C) coupons
D) catalogs
E) infomercials
Q:
Which country or region offers direct marketers the advantage of a well-developed mailing list industry?
A) the United States
B) Japan
C) Western Europe
D) Latin America
E) South Korea
Q:
Wi-Fi, or wireless fidelity, permits laptop and PDA users to establish high-speed wireless connections to the Internet via:
A) infrared rays.
B) magnetic rays.
C) hot spots.
D) laptop warriors.
E) modem.
Q:
Explain the concept of a hybrid marketing system. What might be the advantages of a company implementing this type of marketing system?
Q:
What are the similarities and differences between manufacturers' agents and selling agents?
Q:
________-commerce is one of the significant marketing opportunities made possible by the digital revolution.
A) Multinational
B) Mobile
C) Multisegment
D) Marginal-cost
E) Multilingual
Q:
Which of the following is not a useful guideline for U.S.-based direct marketers wishing to reach global customers?
A) Do not treat prospects as though they are Americans.
B) Do not automatically assume that a direct-mail campaign that works in one country will work in another country.
C) Do not assume that all Europeans are similar in their tastes and wants.
D) Customers should be able to return products to an address in their local country market.
E) Focus on all countries included in the European Union.
Q:
Which of the following environmental characteristics affects use of direct marketing in Europe?
A) the European Commission's concern about privacy
B) high postal rates in several European countries
C) industries in Europe are still developing complete mailing lists
D) linguistic, cultural, and regional diversity
E) all of the above
Q:
Compare the responsibilities associated with full-service merchant wholesalers to those associated with limited-service merchant wholesalers.
Q:
The term "m-commerce" is used to describe the use of:
A) Internet in commerce.
B) web.com in commerce.
C) credit cards in commerce.
D) money in commerce.
E) cell phones in commerce.
Q:
While South Korea is considered as "ready for tomorrow" in terms of Internet speed, countries which are "below today's applications threshold" include all of the following except:
A) the United States.
B) Germany.
C) India.
D) Hong Kong.
E) China.
Q:
Which of the following isnot characteristic of mass marketing?
A) Product benefits do not typically include home delivery.
B) Advertising is used to generate an immediate inquiry or purchase.
C) Repetition of ads is the key to awareness and remembering.
D) The customer perceives relatively little risk.
E) Purchase action is deferred.
Q:
How do channel members add value to a distribution channel?
Q:
Which of the following is not characteristic of direct marketing?
A) A marketer relinquishes control of product when it is turned over to channel intermediaries.
B) Advertising serves to generate an immediate inquiry or purchase.
C) Repetition is used in individual advertisements.
D) The customer experiences high perceived risk.
E) Direct response advertising is used.
Q:
"Cloud computing" is different from currently available technologies in all of the following aspects except:
A) it is performed "in the cloud."
B) applications are delivered through a Web browser.
C) it is installed in the computer's hard drive.
D) computer files can be accessed remotely.
E) archives are stored on massive remote servers.
Q:
Always Fresh Produce Company has a route selling to more than 100 groceries, schools, and restaurants at wholesale prices. Last week the owners opened up a walk-in discounted consumer produce outlet. Always Fresh is now using a dual distribution system.
Q:
Peppers and Rogers described different steps that are involved in one-to-one marketing. These steps include all of the following except:
A) identify.
B) differentiate.
C) interact.
D) evaluate.
E) customize.
Q:
Streaming media represents a huge market opportunity for all of the following except:
A) video game industry.
B) online gaming.
C) game publishers.
D) Internet portals.
E) telematics.
Q:
A U.S. wool producer that wants to export its product to Europe could use a selling agent or a merchandise broker.
Q:
Benefits for using sales agents include all of the followingexcept:
A) agents work under contract rather than as full-time employees.
B) agents are less expensive than full-time, in-country national sales representatives.
C) agents possess the same market knowledge as in-country nationals.
D) agents can eventually replace manufacturer's sales agents.
E) agents possess the same cultural knowledge as in-country nationals.
Q:
Broadband offers companies the telecommunication capability to do all of the following except:
A) streaming audio.
B) streaming video.
C) streaming media.
D) streaming sales.
E) compressed video.
Q:
A restaurant that features a serve-yourself buffet, which eliminates the need for a full wait staff, is using disintermediation.
Q:
After much trial and error in creating sales forces, most companies today attempt to establish a:
A) hybrid sales force composed of expatriates and in-country nationals.
B) sales force composed of a majority of expatriates.
C) hybrid sales force composed of expatriates and third country nationals.
D) sales force composed of third country nationals.
E) sales force consisting of all in-country nationals.
Q:
Sales branches are independent wholesalers that are allowed to operate only in specific geographical territories.
Q:
As a result of the digital revolution, a variety of companies in all parts of the world are developing a new generation of products, services, and technologies; which include all of the following except:
A) broadband network.
B) mobile commerce.
C) wireless connectivity.
D) smart cell phones.
E) landline connectivity.
Q:
Other international personal selling approaches that fall somewhere between sales agents and full-time employee teams include all of the followingexcept:
A) exclusive license arrangements.
B) contract manufacturing or production.
C) management-only agreements.
D) franchising.
E) joint ventures.
Q:
A broadband communication system is one that has sufficient capacity to carry simultaneously which of the following?
A) multiple voice
B) data
C) video
D) music
E) all of the above
Q:
Rack jobbers are important to both the producers and the customers of bulky products such as coal, oil, or lumber.
Q:
When a company must decide on the composition of its foreign sales force, which alternative is generally the most expensive?
A) expatriates
B) third-country nationals
C) host-country nationals
D) agents of any nationality
E) agents of host country
Q:
The country which boasts the world's fastest average Internet speed is:
A) Russia.
B) China.
C) South Korea.
D) India.
E) Japan.
Q:
Limited-service wholesalers do not take title to the merchandise they handle.
Q:
Which of the following is a disadvantage of using an expatriate sales force?
A) superior product and company knowledge
B) capability to institute the acceptable practices
C) follow policies of the home office
D) enhanced promotion prospects
E) maintaining is very expensive
Q:
Government in Singapore and Korea offer large sums of money to private citizens and businesses to pay for broadband equipment and consulting services. In contrast, the spread of broadband is very slow in the United States. What could be the reason for slow movement in the United States?
Q:
Which type of sales person is best suited to selling technologically-sophisticated products in developed countries?
A) expatriates
B) third-country nationals
C) host-country nationals
D) agents of any nationality
E) none of the above
Q:
How can Web sites be classified? Show how different companies fall under different categories.
Q:
Traditional record labels are now able to control the online distribution piracy problems that had plagued the music industry in the past.