Exam (elaborations)
MKT 640|MKT 640 INTELLIPATH MANAGERIAL MARKETING APPROACH
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MKT 640|MKT 640 INTELLIPATH MANAGERIAL MARKETING APPROACH |MKT 640|MKT 640 INTELLIPATH MANAGERIAL MARKETING APPROACH
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INTELLIPATH MANAGERIAL MARKETING APPROACHDistribution channels can include which of the following? (Choose 2)
Marketing Mix
Retail
Product life cycle
Seasonal discounts
Brick and Mortar
Distribution takes place through . (Choose 2)
Direct channels
Promotional efforts
Demand channels
Indirect channels
Marketing channels
Technology has directly affected pricing in which of the following ways:
Takes longer to change prices on products
Increases confusion of pricing between same-store multiple
locations Increased pricing consistency across multiple locations
Slows down the time required to price products
What is an economic concept that measures consumer sensitivity to price
changes?
Profitability
Break-even analysis
Regret
Competition
What is price?
It is one of the most important components of the marketing mix
It is the marketing component that has an indirect impact on overall revenue
It relates only to the buyer and not to the seller
It is the only element that is not crucial to a marketer determining a product's unique selling
proposition
What is true about profit-oriented pricing objectives?
, They are a survival-based plan that sacrifices short-term gains for long-term ones
They are a tactical plan that attempts to focus competition on factors other than the product
or service's price
They have the goal of boosting sales volume
They involve determining your prices based on what price will guarantee your company will
make money on each and every sale
What are two options for advertising a product or service? (Choose 2)
Newspapers
A strong corporate culture
Discounted financing program
Matching pricing to supply
Signs
What is reach in advertising?
The length of an advertising campaign
The total of different households who were exposed to an advertising medium during a
specific period of time
The time it takes to develop the ads for television and outdoor advertising messages
The amount of money spent on marketing on television
What is depth in the retail environment?
Denotes the geographic reach of a retail operation
If a cosmetics store carries 60 different brands of lipsticks, but carries only 3 to 5 colors in
each of these brands, then the colors are an example of the store's product depth
Defines the number of outlets a retailer may operate
Relates to the number of employees working for a retailer
What is an agent?
Someone who can only represent one manufacturer
Someone who buys and then resells products
Someone who is an employee of a wholesaler
Someone who functions as an extension of the manufacturer
What does direct marketing start with?
, Radio ads
Mass advertising media
Advertising on network
TV
A database of customer names
Which of the following is true regarding direct marketing?
Direct marketing campaigns can be changed or adjusted rapidly
All consumers respond positively to direct marketing
Direct marketing is always inexpensive
Direct marketing should almost be used in integrated marketing campaigns
What does the personal interaction of marketers and consumers give
consumers?
A biased view of the company
The distance from the company's marketing communications
A sense of connection with a brand
An unbalanced presentation of an organization's products or services
What is a banner advertisement?
An opinion expressed in a blog
It relies primarily on the text included in the banner
An editorial placed on a Web site
It is image-based rather than text-based
Why is a sales representative a vital element for a company?
They are committed to the company, but not to the
client They can build long-lasting relationships
They will pressure clients so they can make their sales quotas
They are capable of giving guarantees the company cannot deliver
Personal selling is part of which component of the marketing mix?
Product
Price
Promotion
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