exam marketing

vertical marketing system

A ________ is a supply chain whose members act like a unified system.

relevance

A measure termed ________ describes how useful an ad message is to the consumer doing the search.

inelastic

A study found that, among addicted smokers, a 10 percent increase in the price of cigarettes resulted in a 2 percent decrease in quantity demanded. For these consumers, cigarettes have a ________ price elasticity demand.

reducing the costs of production.

All of the following are benefits of new product development to a firm except

will later be used to measure the success or failure of the campaign.

An advertising plan is crucial to an ad campaign because it

trialability

As a promotion technique, samples are often used for new products when ________ will influence the diffusion of the product.

decline

As personal computers became popular, the sale of typewriters decreased significantly and now typewriters are only used by a very small segment of consumers. Typewriters are in the ________ stage of the product life cycle.

reduce inventories needed to satisfy retailers' demand.

Because manufacturers with JIT systems produce merchandise closer to the time of sale, they can

sales presentation

Bridgette went to the Gap ready to buy a new shirt, but was not sure which color or style she wanted. The sales representative, sensing Bridgette's buying mode, most likely began with the ________ stage of the selling process.

zone of tolerance

Customers have a defined ________ when it comes to waiting in line at a retail checkout counter. The amount of time consumers are willing to wait varies with the type of store.

emotional

Daniella is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Daniella's message will focus on a ________ appeal.

consumers are unlikely to buy products they are not aware of.

Especially for marketers with new products or services, IMC is needed because

500

Experts estimate that the average cost of a single B2B sales call is over

pricing tactic

Generally, a ________ represents either a short-term response to a competitive threat or a broadly accepted method of calculating a final price for the customer that is short term in nature.

a pull strategy—to get the product into stores by having consumers demand it.

Generally, when advertising to consumers, the objective of an advertising campaign is

closing the sale

Getting a commitment from the customer to purchase your product is also known as

direct

Having no intermediaries between the buyer and seller is a defining characteristic of a ________ marketing channel.

selective

If a manufacturer wasn't happy with either intensive or exclusive distribution, a logical choice, which incorporates some features from both, would be ________ distribution.

cross docking

In a ________ distribution center, merchandise moves from vendors' trucks to retailers' delivery trucks in a matter of hours.

interest, which hopefully leads to desire and then action.

In the AIDA model, awareness leads to

other consumers defer to their judgment, creating the opportunity for word-of-mouth referrals.

In the diffusion of innovation process, innovators enjoy taking risks and are regarded as highly knowledgeable. Marketers want to identify innovators because

customer relationship management system.

Jane, who works in sales for her firm, has learned about her customer during the prequalification stage, but now she must conduct additional research and develop plans for meeting her customer. In the past, she would have maintained this information manually, but today she is able to access such information through her company's

lagged effect

Julie is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying "South of the Border Restaurant and Motel is just 100 miles away." Julie has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of

department stores

Macy's, Kohl's, JCPenney, and Nordstrom are examples of

each party wants something from the others.

Marketing channels and supply chains comprise various buying entities that form relationships with one another. The basic motivating factor in these interactions is

it is expensive

One of the disadvantages associated with personal selling is

the right mix of merchandise and services

One of the most fundamental activities of retailers is to provide ________, satisfying the needs of their target market.

they require appointments, which takes time away from the actual selling of the product.

Telemarketing and cold calls have become less popular as sales tools because of all of the following reasons except

empathy

The Broadmoor Hotel in Colorado Springs, Colorado, maintains its five-star rating by focusing on five service characteristics: reliability, responsiveness, assurance, empathy, and tangibles. Employees are instructed to always address a guest by name, if possible. To accomplish this, employees are trained to listen and observe carefully to determine a guest's name. Which service characteristic is this an example of?

customers believe they are getting less or poorer service than they should

The Service Gaps Model is designed to highlight those areas where

prior to the sales presentation

The preapproach stage occurs ________ and extends the qualification of leads procedure.

the one that will connect to the desired recipients.

The right communication channel to use in IMC is

evaluation of the results.

The three elements of any IMC strategy are the consumer, the channels, and

monopolist

There is often only one provider of cable television services in each region of the country: Time Warner is in New York, Comcast is in most of New England, and so forth. When Comcast recently proposed a plan to buy Time Warner, the purchase ultimately could not be completed, mostly due to concerns that it would have caused Comcast to become an overly large ________ with too much power.

supports promotional efforts by generating free media attention and goodwill.

Unlike advertising, public relations

as perceived by the consumer.

Value-based pricing methods include approaches to setting prices that focus on the overall value of the product offering

commission

What financial reward system provides the most incentive for the sales force to sell?

inseparable

When marketers state that services are ________, they are referring to the fact that services are produced and consumed at the same time.

the buyer's readiness to purchase.

Whether or not a salesperson will go through all five steps of the selling process depends on the sales situation and

salespeople interact directly with customers and are, therefore, more visible.

While ethical and legal issues are associated with all aspects of marketing, personal selling presents unique issues because

perishable

Yolanda manages a Best Sleep Inn along an interstate highway. She knows from experience that 5 to 10 last-minute customers will call after 8 p.m. each evening looking for a room and asking the price. Yolanda has empowered her staff to offer discounts when the motel is largely vacant, and to quote the standard price when the motel is close to full. She knows her service is ________, meaning that if no one stays in the room, it generates no revenue that evening.

Omnichannel retailing

________ is the term used to describe the situation when retailers use some combination of stores, catalogs, and the Internet to sell merchandise

convience stores

are combating competitive pressures by offering fresh food and healthy fast food, tailoring assortments to local markets, opening locations closer to where consumers work and shop, and adding new services.

Variable costs change with

changes in the quantity being produced.

For a price skimming strategy to work, the product or service must

offer consumers some new benefit currently unavailable in alternative products.

cross-price elasticity is the

percentage change in quantity demanded of Product A compared to the percentage change in price of Product B.

loss-leader

pricing tactics lower the price of a product below the store's cost.

The major objectives associated with a penetration pricing strategy are to

quickly build sales and market share.

According to a typical demand curve, the higher the price,

the lower the quantity consumers will buy

The diffusion of innovation theory focuses on

the rate at which consumers are likely to adopt a new product or service.