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describes activities whereby the company pays search engine companies to be e results of particular keyword searches that serve as a proxy for the consumer's

describes activities whereby the company pays search engine companies to be e results of particular keyword searches that serve as a proxy for the consumer's

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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describes activities whereby the company pays search engine companies to be 10) featured in the results of particular keyword searches that serve as a proxy for the consumer's product or consumption interests. A) Search engine marketing (SEM) B) Search marketing C) Search engine optimization (SEO) D) Paid search E) Search targeting 11) Transportation companies, independent warehouses, banks, and advertising agencies assist in the distribution process but don't take title to goods or negotiate purchases or sales. This group of intermediaries are called collectively known as A) wholesalers B) facilitators C) agents D) distributors E) merchants 12) When Apple accepts used cell phones from customers and extracts components and materials from them for use in other products and manufacturing processes, it is operating a(n) A) collection depot B) remanufacturing operation C) reverse-flow channel D) environmental channel E) salvage operation 13) Intermediaries that buy, take title to, and resell the merchandise are known as A) merchants B) brokers C) sales agents D) manufacturers' reps E) facilitators 14) Why did Apple conclude that existing retail channels were not meeting its distribution objectives when it decided to open its own retail stores? A) Existing channels didn't give off the right "techie" vibe. B) Existing channels weren't creating a dynamic retail experience for consumers. C) There weren't enough outlets in major markets. D) At the time, there were no stores capable of selling computers. E) It wanted to make consumers dependent on the Genius Bar service experience.
Transcribed Image Text:describes activities whereby the company pays search engine companies to be 10) featured in the results of particular keyword searches that serve as a proxy for the consumer's product or consumption interests. A) Search engine marketing (SEM) B) Search marketing C) Search engine optimization (SEO) D) Paid search E) Search targeting 11) Transportation companies, independent warehouses, banks, and advertising agencies assist in the distribution process but don't take title to goods or negotiate purchases or sales. This group of intermediaries are called collectively known as A) wholesalers B) facilitators C) agents D) distributors E) merchants 12) When Apple accepts used cell phones from customers and extracts components and materials from them for use in other products and manufacturing processes, it is operating a(n) A) collection depot B) remanufacturing operation C) reverse-flow channel D) environmental channel E) salvage operation 13) Intermediaries that buy, take title to, and resell the merchandise are known as A) merchants B) brokers C) sales agents D) manufacturers' reps E) facilitators 14) Why did Apple conclude that existing retail channels were not meeting its distribution objectives when it decided to open its own retail stores? A) Existing channels didn't give off the right "techie" vibe. B) Existing channels weren't creating a dynamic retail experience for consumers. C) There weren't enough outlets in major markets. D) At the time, there were no stores capable of selling computers. E) It wanted to make consumers dependent on the Genius Bar service experience.
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