AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.4: Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return.
Difficulty: Easy
134) Marketers use mobile channels for several purposes. Which of the following is least likely to be one of those purposes?
A) Enrich the brand experience.
B) Send billing statement.
C) Stimulate immediate buying.
D) Make shopping easier.
E) Boost sampling.
Answer: B
AACSB: Information technology
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Easy
135) Marketers set up company and brand Web sites that provide information and promote the company's products. Social media is a significant part of today's marketing strategy. Which of these tools is NOT part of the growth in digital technology?
A) blogs
B) e-mail
C) telemarketing calls
D) mobile apps
E) videos
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Easy
136) Following the change in consumer values and consumption patterns after the Great Recession, marketers have changed their marketing strategies to emphasize the ________ of their products.
A) image
B) value
C) durability
D) safety
E) uniqueness
Answer: B
AACSB: Reflective thinking
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Easy
137) Which of the following actions should a marketer take in response to the new economy?
A) Offer selected discounts.
B) Cut marketing budgets.
C) Hold the line on prices.
D) Cut costs.
E) Discontinue products.
Answer: C
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Easy
138) Government agencies design ________ to encourage energy conservation and discourage smoking, excessive drinking, and drug use.
A) club marketing programs
B) social marketing campaigns
C) consumer-generated marketing campaigns
D) ambush marketing campaigns
E) frequency marketing programs
Answer: B
AACSB: Analytical thinking
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Easy
139) As part of the rapid globalization of today's economy, companies are selling more domestically produced goods in international markets and ________.
A) taking a local view of their industry
B) purchasing more supplies abroad
C) reducing competition within their industry
D) downplaying concerns for social responsibility
E) competing solely in traditional marketplaces
Answer: B
AACSB: Diverse and multicultural work environments
Skill: Concept
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Moderate
140) Iceco Inc., an ice cream manufacturing company, encourages all stakeholders, including the top management and all employees, to consider individual and community welfare in their day-to-day decisions. This action undertaken by Iceco reflects ________.
A) environmentalism
B) social responsibility
C) the selling concept
D) partner relationship management
E) marketing myopia
Answer: B
AACSB: Analytical thinking
Skill: Application
Objective: LO 1.5: Describe the major trends and forces that are changing the marketing landscape in this age of relationships.
Difficulty: Challenging
141) Marketing in the non-profit sector is applied in all but which of these ways?
A) to enhance their images
B) to attract memberships
C) to publicize the organization's supporters
D) to design social marketing campaigns for specific causes