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