Marcom is an abbreviation for ________.
A) marketing company
B) marketing communication
C)
market company
D) market communication
E) market community
B) marketing communication
The goal of marketing is achieved by matching a product's
availability to the ________.
A) competition's
availability
B) previous year's level of sales
C) company's
production capabilities
D) consumers' need, desire, or demand for
the product
E) legal limits of availability
D) consumers' need, desire, or demand for the product
The various marketing communication messages and brand experiences that create and maintain a brand are referred to collectively as ________.
A) brand position
B) point of differentiation
C) brand
communication
D) added value
E) integrated marketing
C) brand communication
The four tools of product, price, place, and promotion are
collectively referred to as the ________.
A) product mix
B)
promotion mix
C) marketing mix
D) integration
elements
E) exchange elements
C) marketing mix
The marketing mix is also known as the ________.
A) four
Cs
B) four Ms
C) competitive advantage
D) marketing
channel
E) four Ps
E) four Ps
To marketing communication partners, the company or firm behind a
brand is referred to as the ________.
A) intermediary
B)
vendor
C) client
D) supplier
E) distributor
C) client
Which of the following are considered "key players" in the
marketing industry?
A) marketers
B) suppliers or
vendors
C) distributors or retailers
D) agencies
E) all
of the above
E) all of the above
Which key player in marketing refers to the organization, company, or
manufacturer producing the product and offering it for sale?
A)
marketer
B) supplier or vendor
C) distributor or
retailer
D) agency
E) brand manager
A) marketer
The materials and ingredients used in producing the product are
obtained from other companies that are referred to as the producer's
________.
A) marketers
B) suppliers
C)
distributors
D) agencies
E) retailers
B) suppliers
The complex network of vendors that produce components and
ingredients which are then sold to the manufacturer is known as the
________.
A) network chain
B) channel of
distribution
C) supply chain
D) ingredient chain
E)
distribution chain
C) supply chain
The ________ refers to the various companies that are involved in
moving a product from its manufacturer into the hands of its end
buyers.
A) network chain
B) distribution chain
C)
supply chain
D) ingredient chain
E) promotion network
B) distribution chain
What term is used to mean either a place where an exchange occurs or
a particular type of buyer?
A) market
B) position
C)
channel
D) demographic
E) partner
A) market
The percentage of the total sales in a product category that a
particular brand has is called the brand's ________.
A)
position
B) market segment
C) distribution
D) share of
market
E) exchange
D) share of market
Which of the following is NOT considered a main type of
market?
A) consumer
B) business-to-business
C)
channel
D) institutional
E) media
E) media
________ markets consist of people who buy products and services for
personal or
household use.
A) Consumer
B)
Business-to-business
C) Channel
D) Institutional
E) Media
A) Consumer
________ markets consist of companies that buy products or services
to use in their own businesses or in making other products.
A)
Consumer
B) Business-to-business
C) Distribution
D)
Institutional
E) Indirect
B) Business-to-business
17) ________ markets include a wide variety of profit and nonprofit
organizations, such as hospitals, government agencies, and schools,
that provide goods and services for the benefit of society.
A)
Consumer
B) Business-to-business
C) Channel
D)
Institutional
E) Distribution
D) Institutional
18) ________ markets are made up of members of a company's
distribution chain.
A) Consumer
B)
Business-to-business
C) Channel
D) Institutional
E) Media
C) Channel
19) Resellers in a channel market are also known as ________.
A)
suppliers
B) vendors
C) intermediaries
D)
shareholders
E) competitors
C) intermediaries
20) Most marketing communication dollars are spent on ________
markets.
A) consumer
B) business-to-business
C)
media
D) channel
E) institutional
A) consumer
21) Marketing communication that focuses primarily on price and its
relation to value is called ________.
A) price copy
B)
prestige pricing
C) direct marketing
D) prospecting
E)
added value
A) price copy
Collectively, the companies involved in moving a product to its
customers are called the ________.
A) supply chain
B)
distribution chain
C) institutional market
D) consumer
market
E) trade market
B) distribution chain
The identification of potential customers is called ________.
A)
customer service
B) lead generation
C) direct
marketing
D) personal sales
E) field sales
B) lead generation
24) In which type of personal selling does a sales clerk provide
assistance to store customers?
A) prospecting
B) field
sales
C) retail selling
D) direct marketing
E) lead selling
C) retail selling