Marketing Final Exam - McGraw-Hill Connect

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Starbucks integrates its activities to connect with customers at each contact point to move beyond customer relationships to customer loyalty. Starbucks is using

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customer experience management

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Mobile marketing has led to important smartphone apps, including which one of the following?

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price-comparison searches

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The seven Ps of services refer to an expanded marketing mix for services that includes the four Ps (product, price, place, and promotion) as well as

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people, physical environment, and process

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iTunes is an example of a(n)

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technology innovation service

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Blogs are

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web pages that serve as publicly accessible personal journals and online forums

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The seven Ps of services refer to an expanded marketing mix for services that includes the four Ps (product, price, place, and promotion) as well as

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people, physical environment, and process

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According to the retail life cycle, in the ___________, both market share and profit achieve their greatest growth rates

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accelerated development stage

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As methods that can be used to classify outlets, ________, level of service, and the type of merchandise line make it easier to understand the differences among retail institutions

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form of ownership

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Which of the following statements regarding direct marketing is most accurate?

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Many customers believe direct marketing saves time, is entertaining, and offers privacy

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All of the following are ways salespeople can create customer value except which?

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transferring the customer to a sales manager after the sale

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Keith liked how the dry cleaner down the street washed and pressed his clothes, but he found the repeated phone calls from staff about his finished laundry annoying. He began to think of the whole place as annoying, which is a function of the __________ aspect of services

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inseparability

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Four Seasons Hotels sell private residences in several of their properties and sends direct mail to prospective residents asking them to request additional information on the telephone or through a website. In terms of direct marketing, this is known as

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lead generation

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At the Rio Olympics in 2016, members of the U.S. Women’s National Soccer Team were among the first to use Nike’s new lighter soccer cleats that allow for more control of the ball. The cleats also help wick away mud and grass. Shortly after the games, retailers were able to sell the same cleats, allowing them to offer which utility?

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Form

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Twitter is a(n)

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website that enables users to send and receive messages up to 280 characters long

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All of the following are stages in the hierarchy of effects except which?

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Recommendation

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When a manager at Jackie’s Bar & Grill sent some of her wait staff home early on a slow Tuesday night, she recognized a need to manage her

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idle production capacity

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Burlington Coat Factory and Ross stores offer customers the sport of searching the racks for great deals on brand-name products. Both retailers use a(n) __________ retailing strategy.

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off-price

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Which social network has more than 500 million registered members and has postings for more than 10 million jobs and data on more than 9 million companies?

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LinkedIn

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Marketing plans rarely go beyond five years into the future because

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the uncertainties make the benefits of planning less than the effort expended.

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Though they have primarily a(n) ________ presence, online retailers Warby Parker, Bonobos, and Blue Nile have opened physical showrooms that give shoppers an opportunity to experience their products.

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marketspace

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The strategic marketing process tries to improve marketing ROI through the effective use of marketing metrics and

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marketing dashboards

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On short notice you decide to attend a childhood friend’s wedding. You find out that other guests paid significantly less for their hotel rooms. This is likely due to __________, charging different prices to maximize revenue for a set amount of capacity at any given time.

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yield-management pricing

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Which of the following is one of the three major sales presentation formats?

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formula selling format

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The relationships between internal marketing, internal service quality, employee productivity, and firm profitability have come to be known as the

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service-profit chain

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United Airlines uses ________ to adjust the price of tickets in response to demand.

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dynamic pricing

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A snack food company experimented with the frequency of its advertising by working with a local cable provider. On the north end of the city, the frequency was high, while it was only moderate on the south end of town. The company then obtained the checkout scanner data from grocery stores in each part of town for comparison. This is a form of

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sales test

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Which of the following is considered a part of total logistics cost, like transportation and order processing?

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inventory

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Functional discounts are offered to resellers in the marketing channel on the basis of the marketing activities they are expected to perform in the future and

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where they are in the channel.

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Dollar Value Stores and 99¢ Only Stores sell everything in their stores for $1 or less. These are examples of a ________ policy.

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fixed-price

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Service organizations must manage the availability of the offering so that demand matches capacity over the duration of the demand cycle and the organization’s assets are used in ways that will maximize

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return on investment

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Questions with no answers:

An interactive, Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes, prices, and delivery options is known as

__________ represents the vertical axis of a demand curve graph.

Which of the following is an example of personal selling?

_________ are online consumers who shop online but buy offline, or shop offline but buy online.

The website allrecipes.com is a clearinghouse for recipes of all kinds, with users being able to post new ones as well as try and comment on the recipes of others. Members can get personalized recommendations and find ways to use ingredients they already have on hand. The allrecipes.com website would be considered a(n)

The sum of fixed cost and variable cost represents

Place, form, possession, and ________ utilities are offered by most retailers in varying degrees.

A department store, pressured to meet year-end targets, liquidated a large amount of merchandise at low prices even though it was likely to create problems in the new year. This is an example of which pricing objective?

Postponing is one techniques for _________ in a sales presentation.

Frito-Lay ________ call on supermarkets, convenience stores, and other establishments to ensure that the company’s line of snack products is in adequate supply.

All of the following are true of marketing metrics except which?

The output reports for the ____________ phase are called the marketing plans that define goals and the marketing mix strategies to achieve them.

Which of the following is not an example of a price?

Jury tests refer to

Which of the following is an inherent weakness of advertising?

A division of IBM works out of 360 locations in 64 countries, tracking more than 1.5 million assets for both IBM and its clients. The division also deals with about 23,000 suppliers in nearly 100 countries. The individuals who monitor these transactions are engaged in

All of the following products and services are considered to be price inelastic except which?

A relatively new position in consumer products firms is the __________, who is responsible for an entire product line.

_________ advertising can be interactive, with drop-down menus, built-in games, or search engines to engage viewers.

A marketing manager interprets the marketing dashboard information using __________, which involves identifying results that deviate from plans to diagnose their causes and take new actions.