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