Quiz #1 & 2 Reviewer

Question 1

A ______ has no intermediary levels because the company sells directly to customers.

Answer 1

Direct Marketing Channel

Question 2

It is the management of downstream and upstream value-added flows in manufacturing firms, company resellers, suppliers, and final consumers.

Answer 2

Supply Chain Management

Question 3

______ includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.

Answer 3

Retailing

Question 4

_______ is the basis of all discount operations and is typically used by sellers of convenience goods. Retailers offering this level of service require customers to perform their own “locate-compare-select” process in order to save money.

Answer 4

Self service

Question 5

This store carries narrow product lines with deep assortments within those lines.

Answer 5

Specialty Stores

Question 6

It carries a wide variety of product lines. They usually carry products for men, women, children and home and kitchen furnishings.

Answer 6

Department Stores

Question 7

This is reusing, recycling, refurbishing, or disposing of broken, unwanted, or excess products returned by customers or distributors.

Answer 7

Reverse Logistics

Question 8

It starts with the market place and ends with the factory or even with the suppliers.

Answer 8

Customer Centered

Question 9

This is a paid form of nonpersonal communication in audio or visual form that promotes products.

Answer 9

Advertising

Question 10

It builds good relations with the company’s various internal and external publics by creating favorable publicity and building up a good corporate image.

Answer 10

Public Relations

Question 11

These are short-term incentives created to encourage customers to purchase a product.

Answer 11

Sales Promotions

Question 12

This is direct communication with individual consumers via different channel to generate an action response and to build long lasting relationships.

Answer 12

Direct Marketing

Question 13

This is a personal interaction between a sales personnel and the customers for the purpose of making a sale and building customer relations.

Answer 13

Public Relations

Question 14

This ensures consistent and clear delivery of brand messages.

Answer 14

Integrated Marketing Communication

Question 15

In a ______ setup, consumer channels are designed to ensure that the products get to the final users.

Answer 15

Business to Consumer

Question 16

______ starts or acquires business that are outside of a company’s existing product lines and business.

Answer 16

Diversification

Question 17

Under the BCG matrix, ______ refer to the businesses or products that require high investment to maintain their market share.

Answer 17

Dogs

Question 18

_______ can be a company division, product line within a division, or a single product or brand.

Answer 18

BCG

Question 19

These are internal capabilities, resources and positive situational factors that helps the company achieve its objectives.

Answer 19

Opportunities

Question 20

Under the BCG matrix, ________ have a low market share and low market growth rate.

Answer 20

Dogs

Question 21

These are internal limitations and negative factors that prohibit the company from reaching its potentials and achieving its objective.

Answer 21

Threats

Question 22

BGC company has generated profit from their marketing implementation amounting to ₱20 million pesos. Based on the accounting records, the cost that BGC incurred for marketing purposes is ₱10 million. The marketing ROI in years would be

Answer 22

2

Question 23

The ______ contains the brief description of the market situation, objectives, and general idea of the marketing strategies.

Answer 23

Executive Summary

Question 24

In this section of the marketing plan, companies determine their competitive advantage and capitalize on it based on their marketing efforts.

Answer 24

Competitor’s Analysis

Question 25

These pertains to a category of consumers to which a product or service is being offered.

Answer 25

Target Market

Question 26

Under Integrated Marketing Communications, the advertising ______ pertains to the creating of message strategy, development of a concept, and executing the actual message.

Answer 26

Objective