front 1 Marcom is an abbreviation for ________. A) marketing company | back 1 B) marketing communication |
front 2 The goal of marketing is achieved by matching a product's
availability to the ________. | back 2 D) consumers' need, desire, or demand for the product |
front 3 The various marketing communication messages and brand experiences that create and maintain a brand are referred to collectively as ________. A) brand position | back 3 C) brand communication |
front 4 The four tools of product, price, place, and promotion are
collectively referred to as the ________. | back 4 C) marketing mix |
front 5 The marketing mix is also known as the ________. | back 5 E) four Ps |
front 6 To marketing communication partners, the company or firm behind a
brand is referred to as the ________. | back 6 C) client |
front 7 Which of the following are considered "key players" in the
marketing industry? | back 7 E) all of the above |
front 8 Which key player in marketing refers to the organization, company, or
manufacturer producing the product and offering it for sale? | back 8 A) marketer |
front 9 The materials and ingredients used in producing the product are
obtained from other companies that are referred to as the producer's
________. | back 9 B) suppliers |
front 10 The complex network of vendors that produce components and
ingredients which are then sold to the manufacturer is known as the
________. | back 10 C) supply chain |
front 11 The ________ refers to the various companies that are involved in
moving a product from its manufacturer into the hands of its end
buyers. | back 11 B) distribution chain |
front 12 What term is used to mean either a place where an exchange occurs or
a particular type of buyer? | back 12 A) market |
front 13 The percentage of the total sales in a product category that a
particular brand has is called the brand's ________. | back 13 D) share of market |
front 14 Which of the following is NOT considered a main type of
market? | back 14 E) media |
front 15 ________ markets consist of people who buy products and services for
personal or | back 15 A) Consumer |
front 16 ________ markets consist of companies that buy products or services
to use in their own businesses or in making other products. | back 16 B) Business-to-business |
front 17 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. | back 17 D) Institutional |
front 18 18) ________ markets are made up of members of a company's
distribution chain. | back 18 C) Channel |
front 19 19) Resellers in a channel market are also known as ________. | back 19 C) intermediaries |
front 20 20) Most marketing communication dollars are spent on ________
markets. | back 20 A) consumer |
front 21 21) Marketing communication that focuses primarily on price and its
relation to value is called ________. | back 21 A) price copy |
front 22 Collectively, the companies involved in moving a product to its
customers are called the ________. | back 22 B) distribution chain |
front 23 The identification of potential customers is called ________. | back 23 B) lead generation |
front 24 24) In which type of personal selling does a sales clerk provide
assistance to store customers? | back 24 C) retail selling |