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  1) ________ consists of connecting directly with carefully targeted consumers, often on a one-to-one, interactive basis. A) Undifferentiated marketing B) Mass marketing C) Direct marketing D) Internal marketing E) Standardized marketing 2) Which of the following statements is most likely true about direct marketing? A) Direct marketing is used to sell goods to an undifferentiated market segment. B).
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  96) What is sales promotion? What are the various factors that have contributed to the rapid growth of sales promotion in consumer markets? 97) List the various types of sales promotions. What are the objectives of each type? 98) Explain the difference between coupons and rebates using suitable examples.     .
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  88) Shopard publishes FBerry, America's longest running fashion magazine, from one central location in Los Angeles. FBerry is the only product that Shopard handles. The magazine is bought by millions of readers in the U.S. and Europe. Which type of sales-force structure is most appropriate for Shopard? Why? 89) Vintage, one.
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  61) Retailers are businesses whose sales come primarily from retailing. 62) Shopper marketing involves focusing the entire marketing process–from product and brand development to logistics, promotion, and merchandising–toward turning shoppers into buyers at the point of sale. 63) PennyLane Retailers believe in a do-it-yourself approach, and their stores are designed for consumers.
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  81) Brokers and agents usually take title to goods and perform various functions for retailers. 82) Manufacturers' agents are the most common type of agent wholesaler. 83) The Great Recession put heavy pressure on wholesalers to increase their operation costs and limit warehouse automation systems. 84) In an automated warehouse, orders are fed.
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  81) Newspapers, as a medium of advertising, provide poor local market coverage. 82) Pulsing, as an ad pattern, means scheduling ads evenly over a given time period. 83) Public relations can have a strong impact on public awareness at a much lower cost than advertising can. 84) Usually, when using public relations, a.
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  21) Which term refers to the fixed amount in a salesperson's compensation? A) bonus B) commission C) salary D) incentive E) profit-sharing plan 22) Which term refers to a tool used by managers to supervise their salespeople? A) call plan B) sales quota C) sales contest D) bonus plan E) straight commission 23) What is the purpose of a sales manager using.
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  51) A 30-minute or longer advertising program on television that markets a single product is called a(n) ________. A) phishing program B) infomercial C) podcast D) catalog E) spambot 52) Haynes, a manufacturer of consumer electronics, created a 30-minute program describing the various ways in which its products could be used and aired the program on.
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  11) Which of the following is true of consumers in the new marketing communications model? A) They are more reliant on traditional methods of marketing for product information. B) They are less informed than before about companies and product marketing techniques. C) They are more reliant on mass-media marketing methods for product information. D).
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  41) Which of the following is an impact of the Great Recession on retailing trends? A) economic shift toward higher prices B) lower costs for retailers C) tighter consumer spending patterns D) longer retail life cycles E) prohibition on new retail forms 42) Carleese, a leading fashion brand, sets up small temporary boutiques across numerous locations.
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  41) Which statement is most likely true about the affordable method of setting an advertising budget? A) Spending on advertising is calculated based on the financial objectives a company wishes to accomplish. B) Spending on advertising is calculated after operating expenses, and capital outlays are deducted from total revenues. C) Spending on advertising.
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  31) A ________ strategy involves a company spending a lot of money on advertising and promotion to induce consumers into buying the product by creating a demand vacuum. A) push B) direct marketing C) vertical integration D) pull E) publish-subscribe 32) Pearl Sands is a resort in the town of Willington. It attracts the maximum number.
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  92) Kronos Inc., a car manufacturer, makes a car called Hover that runs on the force generated by super magnets. Kronos is the first company to use super-magnet technology in automobile manufacturing, aiming to reduce dependency on non-renewable fuels. If Kronos plans to release television advertisements about Hover, what kind.
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  96) What are the important factors that a marketer should be aware of when developing a creative concept for an advertisement? 97) John works as a junior marketing executive at Frontloop Corporation. Frontloop Corporation manufactures guitars and other stringed instruments. It designs a new guitar, the Loneway, customized for the folk.
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  61) A firm that sends e-mail updates to customers about new products is engaging in personal selling. 62) The new marketing communications model consists of promotional mixes that are designed to make traditional mass-media obsolete. 63) Integrated marketing communications involves carefully coordinating a company's many communications channels to deliver a clear, consistent,.
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  92) What are the four elements of salesperson compensation? Give an example to show how these elements motivate salespeople in different situations. 93) What are the different ways of finding sales prospects? 94) In the context of the selling process, what is closing? What are the various closing techniques a salesperson can.
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  51) When compared to merchant wholesalers, brokers and agents ________. A) perform greater functions B) do not take title to goods C) deal only in services and not products D) do not engage in any negotiation of wholesale deals E) rarely specialize in one product category or customer type 52) A ________ brings buyers and sellers.
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  1) Which of the following statements is true of salespeople? A) They do not work with wholesalers and retailers. B) They are employed mostly in click-only companies. C) They do not represent the customers to the company. D) They represent a company to its customers by communicating and selling. E) They represent a new class.
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  93) Posco, a limited-service retail chain with 130 stores across the country, is seeking to improve its standing in the market. Since its operations are widespread, altering the store atmosphere significantly is not feasible because of the costs involved. Similarly, upgrading the stores to full-service retail chains would require a.
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  91) Crunch and Munch is the country's favorite fast-food vendor of fried chicken. Over the years, the company has diversified into providing a larger variety of snacks like hot dogs, burritos, and burgers, but consumers still consider it the best seller of fried chicken. Many parties have approached Crunch and.
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  41) The process in which printed catalogs, brochures, samples, and DVDs are distributed to customers using highly selective mailing lists is known as ________. A) mass marketing B) direct-mail marketing C) telemarketing D) internal marketing E) kiosk marketing 42) Eric Dylan is the marketing director of a charity that raises funds to help provide educational services.
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  71) Comparative advertising is a type of persuasive advertising. 72) Reminder advertising is ideal for maintaining customer relationships with mature products. 73) The affordable method of setting an advertising budget depends on the total revenues of a company. 74) The principle behind the percentage-of-sales method of budget setting is viewing sales as the.
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  21) Which of the following promotion tools will most likely make a consumer feel the need to listen and immediately respond to a seller? A) digital advertising B) personal selling C) sales promotion D) public relations E) television advertising 22) Which of the following is true of personal selling? A) It is the most effective promotional tool.
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  31) Which of the following is true of marketing through blogs? A) Starting and maintaining blogs is expensive. B) Blogs are a form of traditional direct marketing. C) Blogs are typically used to provide automated responses to consumer conversations. D) Companies should not monitor blogs if they want to reach customers effectively. E) Blogs are.
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  71) Many companies motivate their salespeople by setting sales quotas. 72) Sales managers use sales reports, personal observations, and customer surveys to assess the performance of sales force members. 73) The best source of new prospects for a salesperson is referrals. 74) While handling buyer objections, salespeople should use a positive approach to.
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  94) With a suitable example, show how advancements in technology help consumers avoid advertisement cluttering. What implications does this trend hold for advertisers? 95) Yuran Inc., a designer and seller of lifestyle products and inexpensive furniture, has decided to engage in brand integration to advertise its products. The decision coincides with.
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  61) Order takers typically participate in creative selling, social selling, and relationship marketing. 62) Sales promotions constitute the interpersonal arm of the promotional mix. 63) Click-only companies have the largest number of salespeople. 64) Salespeople represent customers to a company and represent a company to customers. 65) In a territorial sales-force structure, each salesperson.
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  41) In which of the following steps of the selling process does a salesperson make sure that there is proper installation and support after a buyer receives the initial order? A) closing B) follow-up C) handling objections D) presentation E) prospecting 42) ABM Connect is one of the largest Internet service providers in India. The company's.
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  88) Why do today's firms need integrated marketing communications systems? How do firms benefit from such systems? 89) Watson Insurance is an insurance company that provides coverage for personal property and bodily injury. The company offers customized policy options for individual customers. High levels of interaction with customers are needed so.
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  21) ________ might appear anywhere on an Internet user's screen when a user is browsing through an article and are often related to the information being viewed. A) Viral advertisements B) Social media sites C) Online display ads D) Digital catalogs E) Printed catalogs 22) Every time a search is made using keywords related to construction,.
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  97) Amex Retail, the country's largest and oldest retail chain, was recently recognized as one of the most influential companies in the U.S. The company aims to capitalize on this opportunity by implementing major marketing activities to capture the attention of consumers, politicians, and environmentalists. The company was one of.
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  11) Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet. A) search engines B) content sites C) transaction sites D) e-tailers E) iTV sites 12) Which of the following is a transaction site? A) Wikipedia B) Yahoo C) eBay D) IMDB E) Facebook 13) The growth of the Internet caused many.
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  71) Voluntary chains are normally based on one unique product or a specific trade name. 72) In a retailer cooperative, independent retailers band together to set up a jointly owned, central wholesale operation and conduct joint merchandising and promotion efforts. 73) Retailers cannot make consistent decisions about product assortment and pricing until.
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  51) Trainstar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to.
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  1) ________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. A) Sales promotion B) Personal selling C) Advertising D) Public relations E) Direct marketing 2) Remington Motors releases a new line of hybrid electric vehicles called Electra. The line promises superior mileage and excellent horsepower in.
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  31) Robert Solis is a salesman in a company that specializes in event management. He uses the Internet to identify potential companies with which his company can build long-term profitable relationships. Which step in the selling process does this scenario depict? A) demonstration B) preapproach C) prospecting D) approach E) presentation 32) In which step of.
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