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Question
Which of the following statements about online sales promotions is true?a. Internet sales promotions are more effective and cost-efficient at generating responses than their offline counterparts.
b. One of the few types of sales promotion that cannot be used online is sampling.
c. Online coupons have lower redemption rates than off-line coupons.
d. Loyalty marketing programs are ineffective when used at Web sites to encourage traffic.
e. There is no way for a marketer to build long-term, mutually beneficial relationships with customers online.
Answer
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Related questions
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AutoFry is the leading manufacturer of ventless deep fryers for supermarket deli and food service operations. It has developed a new high-capacity fryer. The company has decided to purchase a mailing list of thousands of food service managers and to send out brochures with a detachable card that the managers can use to request more information. AutoFry is involved in:
a. lead qualification
b. lead generation
c. sales presentation
d. the close procedure
e. moving through the sales continuum
Q:
Consultative selling:
a. uses limited sales planning
b. uses a "lone wolf" approach to selling
c. sells advice, assistance, and counsel rather than products
d. uses short-term follow-ups, which focus on product delivery
e. emphasizes closing the sale during the sales presentation
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All of the following statements characterize the traditional personal selling approach EXCEPT:
a. Traditional selling focuses on closing sales.
b. Traditional selling uses short-term follow-ups that focus on product delivery.
c. Traditional personal selling takes a team approach to the account.
d. Salespeople sell products not advice and assistance.
e. Proposals and presentations used emphasize pricing and product features.
Q:
Relationship selling is also called:
a. long-term selling
b. win-win selling
c. consultative selling
d. experiential selling
e. interactive selling
Q:
General Mills is offering resellers a 10 percent discount on all cases of its granola bars purchased during the month of June. General Mills is offering a:
a. trade allowance
b. life cycle extension promotion
c. P-O-P discount
d. push money deal
e. product development deal
Q:
Lopez is the largest Hispanic-owned meat processor in the United States. To assist retailers in marketing its products, Lopez provides point-of-sale materials and offers special introductory discounts to retailers. Lopez uses:
a. functional marketing
b. relationship selling
c. consumer promotions
d. startup marketing
e. trade promotions
Q:
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a. premium
b. free sample
c. service commission
d. sponsorship
e. point-of-purchase promotion
Q:
Which of the following statements about contests and sweepstakes is true?
a. Contests depend on luck, and participation is free.
b. Contests are generally effective tools for creating long-term relationships with customers.
c. Sweepstakes are promotions that require participants to exhibit some skill.
d. Sweepstakes usually draw about ten times more participants than contests.
e. Contests and sweepstakes are not useful for creating interest and publicity.
Q:
Cobranded credit cards are used in conjunction with:
a. self-perpetuating premiums
b. loyalty marketing programs
c. trade consumer promotions
d. consumer discount programs
e. functional consumer discounts
Q:
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a. self-liquidating premium
b. frequent buyer program
c. loyalty incentive
d. in-store rebate
e. consumer allowance
Q:
Which of the following transportation modes can most easily determine the location of a package en route between shipper and receiver?
a. air
b. truck
c. rail
d. pipe
e. water
Q:
When using _____, suppliers assume the responsibility for managing inventories at customer locations through the use of highly automated electronic messaging systems, which allow the exchange of information between vendors and customers.
a. automatic replenishment programs
b. distribution resources programs
c. materials requirement planning
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Q:
All of the following are types of inputs used in both materials requirement planning and distribution resource planning EXCEPT:
a. source of funding
b. lead times
c. mode of transportation to be used
d. outstanding orders
e. sales forecasts
Q:
Which of the following is the inventory control system that manages the replenishment of raw materials, supplies, and components from the supplier to the manufacturer?
a. electronic data interchange (EDI)
b. distribution resource planning (DRP)
c. third party logistics firm (3PL)
d. materials requirement planning (MRP)
e. activity-based costing (ABC)
Q:
_____ is the direct electronic transmission, from computer to computer, of standard business forms between two organizations. When this technique is used, orders can become virtually paperless, and information about the order is available to both firms.
a. Business prioritizing
b. Electronic data interchange
c. Just-in-time inventory
d. Real-time inventory
e. Direct sourcing
Q:
In which logistical component of the supply chain will you find electronic data interchange a common feature?
a. production scheduling
b. transportation
c. order processing
d. materials-handling
e. all of these
Q:
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a. Arm's Length
b. Functional
c. Cooperative
d. Hierarchical
e. Integrated
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a. Arm's Length
b. functional
c. cooperative
d. hierarchical
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a. exclusive
b. intensive
c. selective
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e. premium
Q:
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a. Intensive
b. Selective
c. Exclusive
d. Dual
e. Controlled
Q:
A large automotive after-market business wanted to improve its current situation, which is characterized by excessive inventory, incomplete information, high logistics costs, slow reactions to environmental change, and lost profits at the retail level. Would supply chain management be of any help to the business?
a. Yes, supply chain management is designed to coordinate and integrate all the activities from raw materials to product consumption.
b. No, supply chain management is only applicable to distribution strategies for products being sold to the consumer market.
c. Yes, supply chain management would be very useful because it relies so heavily on benchmarking.
d. Yes, supply chain management would alleviate all channel conflict.
e. No, supply chain management requires an expensive investment of time and resources to make it worthwhile.
Q:
The connected chain of all of the business entities, both internal and external to the company, that perform or support the logistics function is known as the:
a. channel of distribution
b. intermediary link
c. physical distribution integration
d. reseller network
e. supply chain
Q:
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a. intensive
b. multiple
c. exclusive
d. cumulative
e. aggregated
Q:
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a. limited distribution system
b. conventional channel
c. vertical marketing system
d. reciprocal channel
e. direct channel
Q:
_____ is the efficient and cost-effective forward and reverse flow and storage of goods, services, and related information, into, through, and out of channel member companies.
a. Disintermediation
b. Logistics
c. Materials handling
d. Intermodal transportation
e. Contract logistics
Q:
_____ are wholesaling intermediaries who facilitate the sales of a product from producer to end user by representing retailers, wholesalers, or manufacturers and providing little input as to the terms of the sale.
a. Marketing facilitators
b. Channel cooperatives
c. Agents and brokers
d. Merchant wholesalers
e. Channel functionaries
Q:
The major characteristic that is used to differentiate among types of intermediaries is whether they:
a. install exchange barriers such as location, time, and quantity
b. create specialization of labor
c. create economies of scale
d. take title to the products they sell
e. raise profit margins for independent middlemen
Q:
Marketing channels make distribution simpler by reducing the number of transactions required to get products from manufacturers to consumers. This is called:
a. forward integration
b. contact efficiency
c. elimination of temporal discrepancies
d. sorting
e. reciprocity
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a. creation
b. temporal
c. assortment
d. spatial
e. ownership
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b. discrepancy of quantity
c. discrepancy of assortment
d. demand discrepancies
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