ETROY Principles of Marketing MKT-3300 exam 5 (all 100 questions)

Question
Chapters 19-22. 100 multiple choice Questions. 2 hours (120 minutes). (all 100 questions are attached)

Question 1

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1.

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

Answer

sales plan implementation

salesforce compensation

salesforce size determination

salesforce communication

salesforce training

1 points

Question 2

1.

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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

number of ideas or concepts in the pipeline

number of new products or services launched

return on assets (ROA) in the pipeline

customer satisfaction with new products or services

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

and can recommend salary and benefit adjustments for them.

and serve the board of directors.

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

but cannot serve on team projects with them.

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

spam

a shopping bot

a web community

a blog

a web café

1 points

Question 5

1.

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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

4.0 minutes

4.5 minutes

7.5 minutes

9.0 minutes

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

making long-range plans for nylon.

maintaining the divisional mission statement.

modifying DuPont’s organizational structure.

creating static marketing objectives.

implementing short-term actions for all fibers.

1 points

Question 7

1.

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

Answer

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

Transactional websites can create channel conflict.

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

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

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

viral marketing

buzz

data mining

behavioral targeting

spyware

1 points

Question 9

1.

Account management policies refer to policies that __________.

Answer

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

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

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

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

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

formula selling

persuasive sales

stimulus-satisfaction

stimulus-response

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

closing

approach

presentation

handling objections

follow-up

1 points

Question 12

1.

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

Answer

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

The brand posts too frequently on trivial or controversial topics.

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

Users want to protest the presence of advertisements on Facebook.

The Page isn’t updated and users lose interest.

1 points

Question 13

1.

Functional groupings refer to organizational groupings

Answer

that group specific customer segments.

in which sales territories are subdivided according to geographic location.

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

in which a unit is responsible for specific product offerings.

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

market specialization

market product concentration

product specialization

selective specialization

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

total production costs

number of market segments

stage of the product in its product life cycle

the total financial resources available for a sustained marketing effort

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

reducing geographical barriers

finding products that are restricted in their area

finding products that are more customized to their needs

finding products that are out of season

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

functional

reseller

product line

geographical

market-based

1 points

Question 18

1.

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

Answer

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

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

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

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

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

Product managers have relatively little authority.

Product managers are short-term in their orientation.

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

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

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

create portals; act as bots

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

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

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

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

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

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

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

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

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

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

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

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

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

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

intracultural

multidomestic

intercultural

convergence

social network

1 points

Question 24

1.

In conference selling, __________.

Answer

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

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

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

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

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

friendster.

friend visitor.

fan source.

fan base.

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

“passive receivers”; “active receivers”

an older demographic; a younger demographic

wealthy; disadvantaged

“active receivers”; “passive receivers”

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

stimulus-response selling

“handshaking”

cold canvassing

closing

traffic generation

1 points

Question 28

1.

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

Answer

presentation

assumptive close

trial close

urgency close

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

convenience

choice

customization

control

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

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

wall posts being lost.

friends being lost.

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

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

there is poor communication between the firm and its stakeholders

there is a lack of leadership

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

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

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

40 percent

50 percent

60 percent

70 percent

90 percent

1 points

Question 33

1.

A fan source is

Answer

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

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

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

the number of fans who interact with a Facebook Page.

the number of fans who are evangelists for a brand.

1 points

Question 34

1.

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

Answer

quality focus

cost leadership

differentiation

cost focus

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

projected future sales, expenses, and profits

market potential studies

positioning studies

market-product grids with target segments and product groupings

marketing mix actions

1 points

Question 36

1.

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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

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

Success: The marketing program achieves its objectives.

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

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

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

positioning studies

market-product grids with target segments and product groupings

detailed plans to execute the marketing program

tracking reports to measure results

projected future sales, expenses, and profits

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