1. A system of partnerships and alliances that a firm creates to source, augment, and deliver its offerings is called ________.
a. A demand chain
b. A channel arrangement
c. A value network
d. Vertical marketing
e. Horizontal marketing
2. Xerox offers a color printer that sells for $1,200, which they want to market to businesses. As the marketing manager for Xerox printers, you want to select an advertising medium that has a long exposure time and that can attract and retain a prospective customer's attention, and you have a budget of $20 million. Which communications medium would best the choice to meet these criteria?
a. Print ads in a trade journal and/or national newspaper
b. Cable TV ads
c. Pop-up ads on specific Web sites
d. POP displays
e. Social media advertising
3. All of the following are functions of public relations except:
a. Determining product, price, place, and promotions
b. Identifying and communicating with internal and external stakeholders
c. Lobbying
d. Press relations
e. Preventing or reducing damage to the company's image during a crisis
4. Effective ________ refers to the number of times a target audience must be exposed to an advertising message in a specified period of time in order to achieve a particular objective, while effective ________ is the percentage of an audience that must be exposed to a particular advertising message during a certain period in order to achieve a specific objective.
a. marketing, advertising
b. frequency, reach
c. CPM, GRP
d. recency, cost-per-contact
e. continuity, impressions
5. Which of the following is NOT a way to segment consumer markets?
a. By loyalty status
b. By values
c. By occasions when a need may develop
d. By usage rate
e. All of the above are ways to segment consumer markets