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MAR 3023

MIDTERM 2

FALL 2013

  • 1. When consumers consider all types of household cleaners, they are considering the

of

__________

household cleaners. When consumers limit their choice of household cleaners to only those that come in spray

bottles, they are considering a

of household cleaners.

__________

A.

product line; product mix

B.

product group; product brand

C.

product form; product line

D.

product class; product form

 

E.

product class; product brand

2.

A product manager is sometimes called a(n) _____.

  • A. promotions manager

  • B. sales manager

 
 
  • C. brand manager

  • D. chief marketing officer (CMO)

  • E. SKU manager

 

3.

A wiki is a

A.

website whose content is created and edited by the ongoing collaboration of end users.

 

B.

business­oriented website that lets users create profiles for professional networking.

C.

web page that serves as a publicly accessible personal journal for an individual or organization.

D.

website where users create a personal profile, add "friends," and exchange messages and photos with them.

E.

unique type of Internet browser where search results are personalized for each user

4.

Apple is using communications theory to develop its promotional strategy for its newest product, the iPhone

5c. They have been advertising on various TV networks, in magazines, via Twitter, and on their own website to

promote the new phone. Apple's media choices are examples of the

_____

concept in communications theory.

A.

Audience

B.

Feedback

C.

Message

D.

Source

E.

Channel
Channel

5.

Which of the following marketing reasons is the most important factor in new product failure?

A.

No economical access to buyers

B.

Poor product quality

C.

Insignificant point of difference

 

D.

Bad timing

E.

Poor execution of the marketing mix

6.

In a brainstorming session for a new Gatorade product, the members of the marketing department agreed that

the benefits of the new product could best be promoted by directly comparing it to other sports drinks on the

market. In terms of the communication process, the translation of this idea into an actual ad campaign is an example of _____.

A.

Channeling

B.

Sourcing

C.

Decoding

D.

Translating

E.

Encoding
Encoding

7.

One of the primary differences between tangible goods and services involves a consumer's ability to make

prepurchase evaluations. For example, consumers can easily evaluate shoes, jewelry, and skis before making a

purchase. On the other hand, consumers can evaluate services such as restaurants, ski instructors, and tanning

salons only during or after their purchase. Tangible products have more

__________

properties, whereas

services have more

__________

properties.

A.

personal; impersonal

B.

search; experience

 

C.

inconsistent; consistent

D.

gap; encounter

E.

experience; search

8.

Ashley's favorite restaurant is The Flying Dinosaur, because they serve dinosaur shaped steaks. But the last

time she went, the steak wasn't dinosaur shaped. It looked more like a poodle. Ashley posted on Facebook how upset she was, and that she would never go to The Flying Dinosaur again. What characteristic of services marketing does this scenario illustrate?

 
  • A. Inconsistency

  • B. Inventory

  • C. Inseparability

  • D. Intangibility

  • E. Irresponsibility

9. A pioneering ad

A.

assures current users they made the right choice.

B.

reinforces previous knowledge of a product.

C.

tells people what a product is, what it can do, and where it can be found.

D.

shows one brand's strengths relative to those of competitors.

E.

promotes a specific brand's features and benefits.

  • 10. Allison has just graduated from UF and landed her first job as a market analyst for a paper company in

Gainesville. The first task she is assigned is calculating the BDI and CDI for different territories she is in charge of in order to see where her company should invest their resources. Within the Florida market there are 10 million consumers and her company's sales are currently $6 million, whereas the paper industry as a whole is

selling $10 million in Florida. On a national level, there are 100 million people in the target market, the paper category as a whole is selling $100 million, and her company's sales are $50 million. What are the CDI and BDI for Florida, respectively?

A.

120, 100

B.

1, .83

C.

100, 83

D.

1, 1.2

E.

100, 120
100, 120
  • 11. If Nuclear Power Inc. runs an advertisement highlighting the company's environmental responsibility, what

kind of advertisement is this?

A.

Product Advertisement

B.

Institutional Advertisement

 

C.

Hard Sell Advertisement

D.

Communicable Advertisement

E.

Operational Advertisement

12.

Business products refer to

A.

products that are sold exclusively to businesses.

B.

supplies necessary for the day­to­day operations of a business.

C.

prototypes that won't actually be constructed until a sale has been made.

D.

ancillary services necessary for the operation of a business.

E.

products organizations buy that assist in providing other products for resale.

13.

Mr. Santos works for Fan Co., a company that sells oversized fans to large consumer venues like indoor

stadiums and concert halls. He is responsible for selling fans anywhere in the state of Florida; the company also has sales people responsible for selling fans in every other state in the country. What type of sales force organizational structure does Fan Co. have?

 

I.

Product line

II.

Type of account

III.

Regional

A.

I only

B.

II and III only

C.

I and III only

D.

II only

E.

III only
III only
  • 14. When the new life­size Dancing Pumpkin Halloween decoration hit the market, the owner of the firm made

an agreement with Party City and paid for a percentage of Party City's Halloween TV commercial that featured the Dancing Pumpkin. This is an example of:

A.

Product Placement

B.

A Premium

C.

Barter

D.

Consumer Sales Promotion

E.

Co­op Advertising

 
  • 15. Seth is in need of car insurance. He initially was simply going to use Progressive, the insurance company

that his father uses. Last Wednesday, while Seth was watching TV, he saw an advertisement for Geico

featuring a talking camel. The advertisement really amused Seth, and he laughed out loud. Later, he couldn't help but smile and recall that the Geico ad promised to save him "15% or more" on his car insurance. Finally, Seth decides to purchase car insurance from Geico. The theory that best describes why Seth chose Geico is:

A.

Hierarchy of Needs

B.

Low Involvement Hierarchy of Effects

C.

Dual Mediation Theory

 

D.

"Hump Day!" Hierarchy

E.

High Involvement Hierarchy of Effects

16.

Which of the following is not a possible source of new product ideas?

A.

Research & Development

B.

crowdsourcing

C.

employee suggestions

D.

simulated test markets

 

E.

competitors' products

  • 17. Devon is researching the strengths and weaknesses of Coca­Cola. She notices that although Coca­Cola

changes its advertising over time, the general themes remain the same. Particularly, the brand is known for

reinforcing the ideas of happiness, togetherness and refreshment in its global ads. In doing so, Coca­Cola is demonstrating which promotional mix characteristic?

  • A. Complementarity

 
  • B. Consistency

 
  • C. Different Tasks

  • D. Reliability

 
  • E. Redundancy

  • 18. Performance measures for social media are divided into two types:

__________

and __________.

A.

traditional media costs; social media costs

B.

those linked to inputs or costs; those tied to the outputs or revenues

 

C.

number of photos uploaded; number of characters types (comments, tweets, etc.)

D.

number of views of a YouTube video; a viral video on Vimeo

E.

purchases made online; purchases made in a store as a result of a link from a social media website

  • 19. Tests conducted after an advertisement has been seen by the target audience (e.g., a print ad in a magazine

or a TV commercial that ran during primetime) to determine whether an ad accomplished its intended purpose, are referred to as __________.

A.

tracking tests

B.

pretests

C.

posttests
posttests

D.

jury tests

E.

exposure tests

20.

Hershey's is best known for its original candy, the Hershey Kiss. Everyone knows what a Hershey Kiss is,

and has tried one. Most people think of the Hershey Kiss as a fun, sweet, high quality, chocolate candy. Recently, market analysis has shown that, although Hershey Kisses are very popular, consumers are willing to

eat a different type of candy if Hershey Kisses are not readily available. In this scenario, Hershey Kisses are lacking in what component of brand equity?

A.

Loyalty
Loyalty

B.

Awareness

C.

Associations

D.

Fit channel needs

E.

Perceived quality

  • 21. There are five key dimensions of service quality:

A.

reliability, competence, alacrity, fairness, and product knowledge.

B.

reliability, responsiveness, competence, courtesy, and empathy.

C.

reliability, tangibility, responsiveness, assurance, and empathy.

 

D.

honesty, respect, empathy, reliability, and diligence.

E.

knowledge, responsiveness, respect, diligence, and honesty.

  • 22. Jade is a regular shopper at Publix, a large grocery store chain that sells all of her favorite brands. One day,

while browsing through the chip aisle, Jade notices a new flavor of Doritos that she has not seen before. At home, Jade unloads her groceries and takes out the bag of Doritos. She opens the bag and tries one, and to her surprise she really enjoys the taste. In this scenario, what term can be used to describe the act of Jade tasting the Doritos?

A.

Point­of­purchase

B.

Sampling

C.

First moment of truth

D.

Second moment of truth

 

E.

Brand proliferation

23.

Hewlett­Packard recently shifted its entire U.S. salesforce into home offices and saved millions in staff

salaries and office rent despite the expense of equipping each home office with a notebook computer,

fax/copier, mobile phone, two phone lines, and office furniture. Such decreased selling costs are among the benefits of __________.

A.

direct selling

B.

salesforce networking

C.

salesforce automation

 

D.

account management policies

E.

inbound teleselling

  • 24. A Nabisco display in the grocery store is designed to maximize the consumer's attention to lunch box and

after­school snacks. It is placed in a high­traffic area of the store. This type of sales promotion is referred to as __________.

A.

a product placement

B.

a freestanding insert

C.

a point­of­purchase display

D.

a deal

E.

a sample

  • 25. Periods of advertising scheduled between periods of no advertising to reflect seasonal demand, represent

the

schedule of advertising.

A.

pulsing

B.

burst

C.

steady

D.

dripping

E.

flighting
flighting
  • 26. Stephanie and Kayvious went to a local restaurant for their anniversary, Stephanie ordered a veggie burger

because she prefers not to eat beef. Right before Stephanie bit into her burger, Kayvious noticed that it was not a veggie burger. The server immediately brought her a veggie burger. Later, the manager came by to apologize, and made sure everything was OK with their meal. This is an example of what type of service recovery, using the Disney typology discussed in class?

A.

Hero

B.

Empathy

C.

Red Carpet

D.

Superman

E.

Fix it
Fix it
  • 27. Katie owns her own vintage clothing store called Katie's Kloset. Katie's Kloset sells used clothes dating all

the way back to the 1920's. After doing some market research, shown below, what should be Katie's promotional objective for the next year?

100% Total potential market 90% Aware 81% Knowledgeable 73% Like 65% Intend 62% Buy

A.

To increase intention to go to Katie's Kloset

 

B.

To increase the knowledge people have about Katie's Kloset

C.

To increase the number of people that like Katie's Kloset

D.

To increase the number of people who actually buy clothing from Katie's Kloset

E.

To increase awareness of Katie's Kloset

  • 28. Karolina is obsessed with a small local store called Bullseye, and especially with their food brand Bolt,

which is sold only at Bullseye. She will not shop at any other specialty retail grocery store, as this is her one

stop shop. She buys only Bolt pasta, salsa, cereal, granola, yogurt and milk. The Bolt brand is an example of:

A.

A mixed brand

B.

A national brand

C.

A generic brand

D.

A private label brand

E.

Licensing

29.

29. Figure 11­1 above represents the stages of the product life cycle. What does the curve

Figure 11­1 above represents the stages of the product life cycle. What does the curve labeled "Y" represent?

A.

total industry sales revenue

B.

total research and development costs

C.

total industry profit

 

D.

total variable costs

E.

total fixed costs

  • 30. Amy is looking for a new brand of laundry detergent, as the one she uses now leaves her feeling itchy.

While watching her favorite TV show, Revenge, she sees a commercial for Tide pods. She is intrigued by the

colors of the product, how simple it is to use, and the happiness of the family using the product. Amy decides to go to Walmart and purchase a pack of Tide Pods to try them out. After doing a few loads of laundry with Tide Pods, she notices she doesn't feel itchy anymore and her clothes are softer than ever. She gives away all her old liquid detergent and decides she will only be using Tide Pods when doing laundry. Which of the following describes the order of the steps in Amy's individual­level adoption process?

A.

Awareness, Interest, Evaluation, Trial, Adoption

B.

Awareness, Interest, Trial, Evaluation, Adoption

C.

Awareness, Interest, Adoption, Trial, Evaluation

D.

Evaluation, Interest, Trial, Awareness, Adoption

E.

Interest, Awareness, Trial, Evaluation, Adoption

  • 31. You are a brand manager for Apple's iPhone. Based on the multi­attribute model, what strategy would give

you the biggest advantage over your competitors? (All numbers are based on a 10­point scale as shown in lecture.)

 

BRANDS

ATTRIBUTE

IPHONE

SAMSUNG

DROID

IMPORTANCE

STYLE

9

7

5

4

DURABILITY

8

8

9

6

CAPABILITIES

7

5

6

9

LOW PRICE

4

6

9

8

A.

Increase the importance of capabilities

B.

Increase the iPhone's rating on low price

 

C.

Increase the iPhone's rating on style

D.

Increase the importance of style

E.

Increase the iPhone's rating on capabilities

  • 32. Matt wants to impress his girlfriend by taking her to the best restaurant in town for their anniversary.

While he is pondering ideas and watching Grey's Anatomy, a commercial comes on advertising a new

restaurant in town, Hawaiian Paradise. From the commercial the food looks great and the live music would set a romantic mood. Matt decided to take his girlfriend to the restaurant that weekend. Hawaiian Paradise's commercial is an example of what kind of source?

A.

Personal, Independent

B.

Independent, Marketer Controlled

C.

Impersonal, Marketer Controlled

D.

Personal, Marketer Controlled

E.

Impersonal, Independent

  • 33. Jen has a sales call scheduled with the VP of Purchasing at Coca­Cola on Friday. Jen just landed a new

sales position with ABC Plastics, Inc. and has never called on the VP before. She texts Karen, who used to call on the Coca­Cola VP and had a good relationship with him. Jen asks her about his likes and dislikes and what his product needs have been in the past. What stage of the sales process is Jen executing?

  • A. Presentation

  • B. Approach

  • C. Meeting

  • D. Call

 
  • E. Preapproach

  • 34. A popular game in the smart phone app industry is Minion Rush, based on the popular movie Despicable

Me. Around the beginning of October they released a Halloween update that made one of the levels spookier, just in time for the holiday. The developers did this to keep their product more relevant to consumers and thereby extend the product life cycle. Rebekah, who originally was an avid player of Minion Rush but was slowly drifting away, was impressed by the update and began playing the game more frequently. What type of strategy is this?

A.

Market Penetration

B.

Product Modification

C.

Product Formation

D.

Market Development

E.

Product Repositioning

35. Companies can employ several different branding strategies. In Figure 11­7 above, "A" represents a strategy.
  • 35. Companies can employ several different branding strategies. In Figure 11­7 above, "A" represents a strategy.

A.

multiproduct branding

B.

retailer branding

C.

private branding

D.

mixed branding

E.

multibranding

  • 36. Procter & Gamble introduced Old Spice High Endurance antiperspirant, targeted to teen­aged boys who

don't watch much TV. P&G handed out samples at skateboarding events and sponsored a contest for high­

school football player of the year. P&G emphasized which promotional element in this example?

  • A. advertising

  • B. personal selling

  • C. word­of­mouth

  • D. public relations

 
  • E. sales promotion

  • 37. American pop star Miley Cyrus has recently been in the news for her wild antics and controversial

performance at the MTV Video Music Awards. Capitalizing on all the attention and inspired by her latest hit single, Miley has decided to launch her new line of "Wrecking Ball" swing sets for her fans to purchase.

Unfortunately, even though the product is simple and easy to use, many consumers do not understand the purpose of the product or when to use it. To help correct this, Miley demonstrates her new swing set at every concert she performs. What factor that is contributing to the slow rate of diffusion of this new product is Miley trying to address in her concerts?

A.

Risk

B.

Compatibility

C.

Communicability

 

D.

Relative Advantage

E.

Complexity

  • 38. June and Alice went on their annual trip to Halloween Horror Nights last weekend. Over the last few years,

they had noticed a decline in the overall fear factor at the park. This year, however, aside from being

completely scared out of the wits, they noticed some differences at the park from last year: more frightening architecture in each section of the park, scarier signage, and even the employees' more believable costumes and makeup. Halloween Horror Nights improved which RATER dimension of service quality?

A.

Responsiveness

B.

Empathy

C.

Assurance

D.

Reliability

E.

Tangibles
Tangibles
  • 39. Nicole owns a cake shop and wants to generate new Halloween themed ideas. She places a "Get Creative"

tab on her website so people can submit new cake suggestions. Nicole chooses the best holiday themed ideas each week to sell in her shop and rewards the people who submitted the ideas with a catered Halloween party by

Nicole's Cakes. Nicole is using

____

to help grow her business.

  • A. Prototype Development

  • B. Product Trial

 
  • C. Crowdsourcing

  • D. Market Testing

  • E. Concept Testing

  • 40. What do the United States Postal Service, the U.S. Park Service, and a local fire department have in

common?

A.

They never experience idle production capacity.

B.

They do not fit on the service continuum.

C.

They are all privately owned companies.

D.

Capacity management is not an issue for these organizations.

E.

They are all government­sponsored service providers.

 
  • 41. Social media deliberately seek to ensure that the message does not end with an individual receiver. Social

media seek to reach __________.

"

  • A. active receivers"

 
  • B. "followers"

  • C. "two­way receivers"

  • D. "end receivers"

 
  • E. "connections"

  • 42. Patty's Party is in the process of developing a new line of Halloween costumes called Creepy Costumes,

which come with costumes, face makeup, and hair wigs. They are more expensive than their usual costumes, but are more "complete". Patty does a financial analysis and sees that Creepy Costumes could produce large profits, as customers would rather buy one package with a full costume then look for separate supplies. Patty then creates small collection of Creepy Costumes and brings consumers into a testing facility in the New York, NY area to try them out. Which steps of the new product planning processes are described here?

I.

Feasibility Screening

II.

Business Analysis

III.

Prototype Development

IV.

Concept Testing

V.

A Test Market

A.

II, III, and IV only

B.

  • II and III only

 

C.

  • II only

D.

III and IV only

E.

I, III, and V only

  • 43. A new beverage by Snapple is currently being sold only in the western United States. Over the next year,

Snapple plans to introduce the beverage sequentially into areas in the Midwest and in the eastern U.S. This is referred to as a

  • A. market­product expansion.

 
  • B. regional rollout.

  • C. limited rollout.

  • D. phased rollout.

  • E. phased commercialization.

    • 44. The Enclave Apartment complex of Gainesville offers $200 to residents for referring new people that end

up signing leases there. This referral process is an example of which stage in the selling process?

  • A. Preapproach

  • B. Presentation

 
  • C. Prospecting

  • D. Closing

  • E. Approach

  • 45. Michael Brandon (M.B.) owns Alfer Associates, a company that produces only "M.B.A." brand boots. A

new line of "M.B.A." boots hits the market every six months. Last January, however, sales were down and Michael Brandon thought it would be a good idea to begin producing "M.B.A." cologne in addition to the "M.B.A." boots in order to attract more business. Alfer Associates adding "M.B.A." brand cologne to its product mix is an example of:

 

I.

category extension

 

II.

line extension

III.

family branding

IV.

co­branding

A.

II only

B.

I

only

C.

IV only

 

D.

II and III only

E.

I

and III only

  • 46. Diamond Line is a distributor of everything a florist needs to create a beautiful arrangement except the

flowers. It sells to 5,000 flower shops and 10,000 supermarkets nationwide. Each florist is called on four times a month and each supermarket is called on twice a month. (Assume a 52­week calendar year and that each

salesperson takes a four­week vacation.) A sales call to a florist takes one hour of selling time, and a sales call to a supermarket takes two hours of selling time. An average salesperson spends 1,200 hours per year making sales calls. Calculate the number of salespeople Diamond Line needs to cover its account base. The number of salespeople it needs is __________.

A.

480

B.

200

C.

675

D.

600
600

E.

720

  • 47. Casey has just finished watching the Lord of the Rings trilogy. Although he had never seen the movies

before, Casey liked them so much that he decided to spend all of his allowance on Lord of the Rings action

figures, swords, and a full costume. At school the next day, Casey tells all of his friends at lunch about the movies and they decide to form a "Lord of the Rings" club. The club meets every Sunday, where they watch one of the movies, trade Lord of the Rings merchandise, and even have sword fights. In this example, the club is a(n):

A.

Association

B.

Consumer relationship

C.

Brand community

 

D.

Line extension

E.

Category extension

  • 48. If a new grocery product does not achieve a predetermined sales target, some retailers require a penalty

payment by the manufacturer to compensate them for sales that its valuable shelf space failed to make. What is

this type of payment called?

  • A. shelf space allowance

  • B. a slotting fee

 
  • C. a failure fee

  • D. an opportunity cost charge

  • E. product displacement fee

  • 49. The Girl Scouts have a new product they are selling for Halloween. It is, of course, a new type of cookie,

butterscotch flavored and decorated with icing on the top to resemble a pumpkin. The head of the Girl Scouts gives each girl instructions to go door­to­door and ask homeowners if they would be interested in purchasing 10

boxes of cookies. If they decline, the Scouts are told to ask the homeowner to purchase just one box of cookies to support their troop. This approach to selling is:

A.

Door­in­the­face

 

B.

Adaptive Selling

C.

Ingratiation

D.

Foot­in­the­door

E.

Bribery

50.

Many restaurants now ask consumers to evaluate their experience on a short questionnaire when they pay

their bill. This assessment of consumer expectations and the actual experience they had is called a __________.

  • A. service encounter survey

 
  • B. gap analysis

  • C. service audit

  • D. customer contact audit

  • E. customer profile analysis

    • 51. Recently, Jessica was watching The Big Bang Theory. During that particular episode, Raj, one of the main

characters, was in a serious relationship with Siri, the intelligent personal assistant that is part of his Apple

iPhone. He repeatedly professed his love for her but she rejected him politely. In this episode, Siri's role can be seen as an example of:

A.

An Infomercial

B.

Product Placement

C.

A Sponsorship

D.

Guerrilla Marketing

E.

Event Marketing

  • 52. Partnership selling refers to __________.

A.

the practice whereby buyers and sellers combine their expertise and resources to create customized solutions,

commit to joint planning, and share customer, competitive, and company information for their mutual benefit,

 

and ultimately the benefit of the customer

 

B.

the practice of using an entire team of professionals in selling to and servicing major customers

 

C.

an illegal practice whereby buyers and sellers combine their expertise and resources to share customer,

competitive, and company information for their personal benefit

D.

the creation of cross­functional selling teams designed to provide the ultimate consumer with the best

possible product and service

 

E.

a legal but unethical practice whereby buyers and sellers combine their expertise and resources to share

 

customer, competitive, and company information for their personal benefit

  • 53. Trading up refers to _____.

A.

reallocating marketing resources from a poorly performing target market to one that demonstrates greater

potential for future growth

 

B.

adding value to the product (or line) through additional features or higher­quality materials

C.

adding product features but reducing the price

D.

offering consumers a discount when they purchase a more expensive version of the product

E.

changing the distribution channel members to higher­service­quality retailers

  • 54. Bridget has been waiting months and months for Warner Brothers' DVD release of "The Great Gatsby."

Bridget loves Baz Lurtmann's rendition of F. Scott Fitzgerald's classic novel. For the release, Warner Brothers is throwing a "Roaring Twenties Party" where fans like Bridget are encouraged to dress up in their best 1920's

attire, drink cocktails, and listen and dance to music from the film. At the party, fans will be able to purchase "The Great Gatsby" DVD when the clock strikes midnight. Warner Brothers is using:

A.

Sponsorship

B.

Guerrilla Marketing

C.

Event Marketing

 

D.

Product Placement

E.

Viral Marketing

  • 55. Use the information in the table below to calculate Customer Lifetime Value for three levels of Lollicup

customers. If Bill is a level 3 customer and QiQi is a level 1 customer, how much more valuable is Bill than

QiQi?

 

Level 1

Level 2

Level 3

Visits/week

0.7

1.2

2.0

$ per visit

$3.50

$4.00

$5.50

Average Life

1.2 years

3.5 years

7 years

A.

$4,004.00

B.

$3,851.12
$3,851.12

C.

$152.88

D.

$873.60

E.

$74.06

  • 56. CoolMax is a fabric made by DuPont. It is used in the manufacture of exercise clothes because it keeps the

user "cool and dry." The ads for the fabric in health and fitness magazines convinced Kumar to buy a pair of CoolMax crew socks. Since he had never before owned anything made with CoolMax, Kumar was in which stage of the hierarchy of effects?

A.

diffusion

B.

interest

C.

trial
trial

D.

innovation

E.

evaluation

A. $4,004.00 B. $3,851.12 C. $152.88 D. $873.60 E. $74.06 56. CoolMax is a fabric made
  • 57. What is shown above?

 

I.

Brand name

II.

Brand mark

III.

Trade Character

IV.

Logo

A.

III only

 

B.

I, II, and IV only

C.

I and II only

D.

I only

E.

II only

 
  • 58. Daniel has just broken up with his girlfriend and is looking for a companion to fill the void in his life. He

sits down in his office and starts searching online for potential places that he could find a new pet. After much research, Daniel decides that he is going to take a week to think realistically about the responsibilities of caring

for a dog. The next day, Daniel sits down at his computer and logs onto ESPN. To his surprise, an ad on the side of the page is advertising local pet adoption agencies in his area. In this example, Daniel has experienced ____.

A.

Behavioral Targeting

 

B.

An NSA probe

C.

Sponsored Links

D.

Permission e­mail

E.

Co­op advertising

59.

When Margot called the toll­free number to order one dozen water lilies from the Van Ness Water Gardens

website, the firm was using __________.

A.

social networking

B.

interactive marketing

C.

outbound telemarketing

D.

multichannel selling

E.

inbound telemarketing

  • 60. The result of offers that contain all the information necessary for a prospective buyer to make a decision to

purchase and complete the transaction is referred to as __________.

 
  • A. direct orders

 
  • B. prospect bid

  • C. lead generation

  • D. indirect orders

  • E. traffic generation

Fall 13 MT 2 Key

1.

(p. 272) D

2.

(p. 274) C

3.

(p. 493) A

4.

(p. L66) E

5.

(p. T251-252) C

6.

(p. T432) E

7.

(p. 303) B

8.

(p. L59) A

9.

(p. 458) C

10.

(p. L52) E

11.

(p. L82) B

12.

(p. 244) E

13.

(p. L78) E

14.

(p. L75) E

15.

(p. L73) C

16.

(p. T254-256) D

17.

(p. L66) B

18.

(p. 505-506) B

19.

(p. 476) C

20.

(p. L53) A

21.

(p. 304) C

23.

(p. 539) C

  • 24. (p. 481) C

  • 25. (p. 474) E

  • 26. (p. L61) E

  • 27. (p. L68) A

  • 28. (p. L53) D

  • 29. (p. 266-267) C

  • 30. (p. L57) B

  • 31. (p. L69) B

  • 32. (p. L67) C

  • 33. (p. L77) E

  • 34. (p. L51) B

  • 35. (p. 282) A

  • 36. (p. 437) E

  • 37. (p. L58) C

  • 38. (p. L61) E

  • 39. (p. L56) C

  • 40. (p. 302-303) E

  • 41. (p. 502) A

  • 42. (p. L57) B

  • 43. (p. 259-260) B

  • 44. (p. L77) C

  • 45. (p. L54) E

  • 46. (p. 534) D

  • 47. (p. L55) C

  • 49. (p. L78) A

  • 50. (p. 304) B

  • 51. (p. L65) B

  • 52. (p. 520) A

  • 53. (p. 277) B

  • 54. (p. L66) C

  • 55. (p. L62) B

  • 56. (p. 444) C

  • 57. (p. L52) B

  • 58. (p. L74) A

  • 59. (p. 521) E

  • 60. (p. 451) A