Chapter 12 Quiz

_____ is the act of informing, persuading, and reminding the target market about a product.

Promotion

The two types of distribution channels are:

industrial and consumer

Any communication or activity designed to win goodwill or prestige for a company or person is called:

public relations

When Nike donated $25,000 to a low-income area to provide job training, it received free and positive _____ in the news media.

publicity

How do distribution channels improve product distribution?

Distribution channels reduce the number of transactions needed to get the product from the manufacturer to the consumer

Which of the following is NOT a type of retailer?

manufacturers' representative

What are the two distinct markets toward which sales promotions can be targeted?

consumers and members of the marketing channel

CPM in advertising terms means:

cost per thousand

The _____ is a series of marketing entities through which goods and services pass on their way from producers to end-users

distribution channel

Manufacturers' representatives usually:

do all of the above

What is the final step in the selling process?

following up on sales

Which of the following is a type of sales promotion that can be used if the organization's goal is to increase brand loyalty?

frequent-buyer programs

When Canada Dry first introduced Wink soda in the 1960s, it used the slogan, "Join the cola dropouts." The purpose of this advertising campaign was most likely to:

get customers to try the new product

American Pet Pro purchases pet grooming supplies from various manufacturers, sorts them, and resells them to retailers. American Pet Pro is a(n) _____ wholesaler.

merchant

Independent wholesalers that buy goods from manufacturers on their own account and then resell them to other businesses are:

merchant wholesalers

_____ are distribution channel members that buy finished products from manufacturers and sell them to retailers.

Wholesalers

Advertising can be found:

in any of the above media

In August 2006, the manufacturer of Cross pens introduced the golden toned Verve pen as featured in the Stormbreaker film. In James Bond fashion, the Cross pen serves as one of the key gadgets in the film. The use of the Cross pen is an example of:

product placement

Compassion International is a nonprofit organization dedicated to releasing poor children from spiritual, economic, social and physical poverty. What would be the most likely goal for an advertising campaign for this international organization?

provide information

Abercrombie & Fitch stores are aimed at college-aged consumers. The parent company also operates retail clothing stores under the name Hollister, which are targeted to 14- to 18-year-olds and under the name Abercrombie, which sell children's wear. Abercrombie & Fitch operate:

specialty stores