Which of the following statements is true of cooperative advertising

Question 1

One-to-one marketing is a marketing strategy that:

gathers data on individual customers and then tailors an appeal to their needs and tastes.

uses technology to make customers feel like they are being treated special.

focuses on the use of personal selling and consultative advising of customers.

relies heavily on geographic data but ignores demographic and psychographic data.

2 points

Question 2

The key to marketing success is:

economy of scale in promotion by creating broad-based ad campaigns.

understanding customers' unique needs, wants and preferences.

the use of direct-marketing and e-commerce.

catering to teenagers.

2 points

Question 3

________ refers to developing, maintaining, and managing long-term relationships with customers so that they will want to keep coming back.

Customer relationship management

Customer retention management

Customer management software

Customer reassurance management

2 points

Question 4

One "natural" advantage small businesses have over large businesses, which can be a significant competitive advantage, is:

relationship marketing.

their ability to conduct market research.

their lower costs.

their ability to serve many highly diverse target markets.

2 points

Question 5

Which strategy allows a small company to maximize the advantages of its smallness and to compete effectively even in industries dominated by giants?

Grand market strategy

Mass strategy

Niche strategy

None of the above

2 points

Question 6

Under ________, a manufacturer splits the cost of advertising with a small retailer if the retailer features its product.

cooperative advertising

shared advertising

direct advertising

integrated marketing

2 points

Question 7

The most commonly used method of establishing an advertising budget for a small business is:

a percentage of sales.

spending what competitors spend.

objective-and-task method.

what is affordable.

2 points

Question 8

________ is any sales presentation that is nonpersonal in nature and is paid for by an identified sponsor.

Promotion

Advertising

Personal selling

Publicity

2 points

Question 9

Tactics that can help an entrepreneur stimulate positive publicity for the firm are:

writing news releases and faxing them to the media.

sponsoring a community project.

promoting a cause.

All of the above

2 points

Question 10

The key to the success of direct mail advertising is:

designing the right envelope.

the accuracy of the customer mailing list.

creative use of color and photographs in the mailing.

using key words such as "free," "hurry," and "savings."

2 points

Question 11

When a small business owner doesn't want to make a pricing decision, he/she can use a(n) ________ pricing strategy.

price lining

suggested retail

opportunistic

multiple unit

2 points

Question 12

Many small business owners use a ________ strategy to move stale, damaged, or slow moving goods or to encourage shoppers to purchase merchandise before an upcoming season.

multiple pricing

opportunistic pricing

discount pricing

price lining

2 points

Question 13

Probably the most important consideration a manufacturer has when setting the final price of its new exclusive perfume is:

the perfume's production cost.

competitor's prices.

the image the company wants to create for the scent in the customer's mind.

choosing between odd pricing and price lining.

2 points

Question 14

The Omega Company introduces products with a higher-than-normal price in an effort to quickly recover the initial developmental and promotional costs of the product. The Omega Company is pursuing a ________ pricing strategy.

fixed-price

skimming

penetration

loss leader

2 points

Question 15

________ is a technique which greatly simplifies the pricing function by setting the same price for items with similar characteristics.

Odd pricing

Leader pricing

Price lining

Geographical pricing

2 points

Question 16

________ is a trend where people test products in retail stores but buy them online.

Showboating

Commoditizing

Onlining

Showrooming

2 points

Question 17

The ________ is the cost a company incurs to generate each purchase.

CTA

CPA

CSA

CMA

2 points

Question 18

For many entrepreneurs, the barrier for launching e-commerce is:

where and how to start an e-commerce effort.

lack of funding.

lack of IT staff.

Both B and C

2 points

Question 19

Which of the following statements is true for improving a company's search placement results?

Visit competitors' sites for key word ideas, but avoid using the exact phrases.

Consider using less obvious key words and brand names.

Ask customers which words and phrases they use when searching for the products and services the company sells.

All of the above

2 points

Question 20

E-Commerce requires a basic infrastructure somewhere in the channel of distribution to process orders, maintain inventory, ________, and handle customer service.

fill orders

process e-mail

technology

All of the above