QUESTION

When Ikea showcases rooms of furniture on its website, it lists each item in the room. However, if customers like all of the items, they can purchase them as a bundle. Which of the following aspects of the marketing mix is Ikea likely altering?

Promotion
Distribution
Product
Target market
Price
2 points

QUESTION

In managing customer relationships, the three primary ways profits can be obtained are by

enhancing the profitability of existing customers, eliminating customers who provide smaller profits, and finding new customers.
enhancing the profitability of existing customers, extending the duration of relationships with customers, and obtaining new customers.
eliminating long-term customers who have decreased purchases, finding new customers, and increasing sales to existing customers.
extending the length of relationships with customers, cutting organizational costs, and enhancing the profitability of new customers.
acquiring new customers, enhancing the profitability of new customers, and shortening the duration of relationships with existing customers.
2 points

QUESTION

Marketing managers strive to develop a marketing mix that

generates the highest level sales.
matches the needs of the target market.
matches what competitors are offering.
minimizes marketing costs.
best matches the abilities of the firm.
2 points

QUESTION

The application of mechanical and human efforts to either people or objects to provide intangible benefits to customers is known as a(n)

issue.
experience.
service.
good.
idea.
2 points

QUESTION

The three basic forms that a product can take are

brands, services, and tangibles.
markets, products, and images.
services, ideas, and goods.
goods, ideas, and intangibles.
ideas, services, and things.
2 points

QUESTION

Which of the following scenarios involves the distribution element of the marketing mix?

Determining whether an advertising message would be more effective on television or in magazines
Developing a new warranty policy for an existing product
Deciding whether or not a certain product should continue to be sold
Deciding whether or not to have retail outlets in addition to a website
Choosing between a company jet or the airlines for executive travel
2 points

QUESTION

The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its history as an established brand. The ad also mentions Crest’s advantages and benefits. Crest’s advertising would be classified as

repetitive.
pioneer.
competitive.
reinforcement.
reminder.
2 points

QUESTION

Soft drink companies advertise that their products beat the competition in national “taste tests,” and they refer to the rival brands by name. This type of advertising is best described as

comparative.
pioneer.
competitive.
defensive.
selective.
2 points

QUESTION

The two major types of product advertising are

informative and comparative.
competitive and comparative.
advocacy and competitive.
institutional and advocacy.
pioneer and competitive.
2 points

QUESTION

The cost per thousand (CPM) indicator shows

the cost to expose 1,000 people to a television commercial.
how one media source compares to a different source for reaching target markets.
the cost to expose a million people to any type of advertisement.
the cost to expose 1,000 people to a one-page magazine advertisement.
the return on investment marketers get for their advertising dollar.
2 points

QUESTION

Toyota’s sponsorship of a major Professional Golf Association tournament would be an example of a(n) ____ tool.

personal selling
advertising
sales promotion
publicity
public relations