FINAL ADV EXAM
Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a usage barrier?
"I don't want to use this if it means it will take me longer to get ready in the morning." Factors that affect whether a consumer will adopt a new product include usage barriers (the product is not compatible with existing habits), value barriers (the product provides no incentive to change), risk barriers (physical, economic, or social), and psychological barriers (cultural differences or image). "I don't want to use this if it means it will take me longer to get ready in the morning" indicates a usage barrier because the product apparently would require a change in habits.
Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a psychological barrier?
"I feel self-conscious wearing this." Factors that affect whether a consumer will adopt a new product include usage barriers (the product is not compatible with existing habits), value barriers (the product provides no incentive to change), risk barriers (physical, economic, or social), and psychological barriers (cultural differences or image). "I feel self-conscious wearing this" indicates a psychological barrier because the new product may not fit well with the image the user has of himself or herself.
Communication process in advertising
1. Source -> 2. Message-> 3. Channel -> 4. Receiver
It is estimated that ____ percent of online consumers account for ___ percent of the total online revenue.
20; 69
What are advantages of using online retailers? (Select all that apply)
24-hour access ability to comparison shop
independent retailer, corporate chain, and contractual systems
3 general forms of retail ownership
Despite challenges, growth in multichannel marketing has resulted in these retailers accounting for about ________ percent of U.S. online retail sales.
70
A website that takes more than ______ to download will more likely see consumers abandon their effort.
8 seconds
Regional shopping centers
A retail location consisting of 50 to 150 stores that typically attract customers who live or work within a 5- to 10-mile range, often containing two or three anchor stores.
Strip mall
A retail location consisting of a cluster of neighborhood stores to serve people who are within a 5- to 10- minute drive.
Power center
A retail location consisting of a huge shopping strip with multiple anchor (or national) stores.
Community shopping center
A retail location that typically has one primary store (usually a department store branch) and often 20 to 40 smaller outlets, serving a population of consumers who are within a 10- to 20-minute drive.
Shrinkage
A special issue for retailers trying to keep prices low is _____, or breakage, theft, and fraud by customers and employees.
Postpurchase Evaluation
A thing that influences consumers after they buy something. Feeling like you've affirmed success. WORD OF MOUTH.
Interpersonal influences
A thing that influences consumers such as family (Loyalty with the milk you grew up with) and society (we all want to fit in) and culture (American culture says things)
Non-personal influences
A thing that influences consumers such as time, place and environment
Evaluation of alternatives
A thing that influences consumers through consumers choosing brands (All aspirin is the same but Bayer has perceived value)
Food broker
A unique broker that acts in many ways like a manufacturer's agent is a ____, representing buyers and sellers in the grocery industry. ____ differ from conventional brokers b/c they act on behalf of producers on a permanent basis and receive commission for their services.
Outlet store
A variation of off-price retailing. Factory outlets, offer products for 25 to 75 percent off the suggested retail price. Manufacturers use the stores to clear excess merchandise and to reach consumers who focus on value shopping
Warehouse club
A variation of off-price retailing. These large stores (75,000 to 190,000 square feet) are rather stark outlets that typically lack elaborate displays, customer service, or home delivery.
Single-price, or extreme value, retailers
A variation of off-price retailing. These stores average about 6,000 square feet in size and attract customers who want value and a "corner store" environment rather than a large supercenter experience.
Supercenter
A variation of the hypermarket, which combines a typical merchandise store with a full-sized grocery store.
Category management
An approach to managing the assortment of merchandise in which a manager is assigned the responsibility for selecting all products that consumers in a market segment might view as substitutes for each other, with the objective of maximizing sales and profits in the category
Manufacturer's branch office
Carries a producer's inventory and performs the functions of a full-service wholesaler
General merchandise (or full-line) wholesalers
Carry a broad assortment of merchandise and perform all channel functions. This type of wholesaler is most prevalent in the hardware, drug, and clothing industries. However, these wholesalers do not maintain much depth of assortment within specific product lines.
Persuasion
Change brought about by promotional communication (advertising). There are two routes: Central route and peripheral route.
What program does Facebook use to help its advertisers target customers through the use of e-mail addresses?
Custom Audiences
______ is the degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network.
Customer engagement
__________ is the practice of not only customizing a product but also personalizing the marketing and overall shopping and buying interaction for each customer.
Customerization
Which two outcomes result when sales promotions are conducted continuously?
Customers will delay purchase until a promotion is offered. Customers will begin to question the product's value.
When Levi's allows consumers to upload their measurement online in order to get a perfect fitting pair of jeans, is it a example of which opportunity in the marketspace?
Customization
Direct selling
Sometimes called door-to-door retailing, involves direct sales of products and services to consumers through personal interactions and demonstrations in their home or office
Things that influence consumers
Interpersonal influences, non-personal influences, evaluation of alternatives, post-purchase evaluation
promotional objectives and stage of product cycle
Intro: inform Growth: persuade Maturity: remind Decline: phase out
Contractual systems
Involve independently owned stores that band together to act like a chain. There are three kinds of contractual vertical marketing systems: retailer-sponsored cooperatives, wholesaler-sponsored voluntary chains, and franchises
Corporate chain
Involves multiple outlets under common ownership.
Which of the following is true of cross-channel shopping?
It accounts for about five times the retail sales compared with online-only.
What is an advantage of direct marketing?
It can be customized to match the needs of a target market.
A specialty merchandise wholesaler differs from a general merchandise wholesaler in which of the two following ways?
It has an extensive assortment of items within the product lines it carries. It carries a narrow range of products.
To qualify as user-generated content, the content must satisfy which three criteria?
It is generated by someone outside of a professional or commercial environment. It is published on either a publicly accessible website or social media site. It shows a significant degree of original or creative effort
Select the two characteristics of advertising.
It is nonpersonal communication. It is a paid form of communication.
What is the primary advantage of publicity?
It is perceived as credible.
Which two statements are characteristic of order getting?
It requires considerable product knowledge and sales training. It involves a high degree of creativity and customer empathy.
Select the characteristics of an effective promotional objective. (Select all that apply)
It should be measurable. It should be designed for a well-defined target audience. It should cover a specified time period.
Specialty merchandise (or limited-line) wholesalers
Offer a relatively narrow range of products but have an extensive assortment within the product lines carried. They perform all channel functions and are found in the health foods, automotive parts, and seafood industries.
__________ companies, though they operate online today, originated as brick-and-mortar stores in the traditional marketplace.
Legacy
When seeking an introduction to someone for business purposes, a user might use ________ to gain access to someone through a mutual, trusted "connection."
Interactivity refers to the capability on the Internet that allows firms to establish what?
Listening and responding to the customers
Scrambled merchandising
Offering several unrelated product lines in a single store.
Select three products that would benefit most from a continuous type of advertising schedule.
Mott's applesauce, Pantene Pro V Shampoo, Bounty paper towels
Assume that Nike Variety tennis shoes have variable costs of $6 and sell for $24. Also assume that Nike Wimbledon tennis shoes have variable costs of $38 and sell for $48, but when fixed overhead is added, the shoe is unprofitable by $2 per pair. Which statement is most accurate regarding Nike's pricing approach with these two products?
Nike is using a product-line pricing strategy A product-line pricing strategy is the setting of prices for all items in a product line. When setting prices, the manager seeks to cover the total cost and produce a profit for the complete line, not necessarily for each item. Nike is using a product-line pricing strategy.
Vending machines, or v-commerce
Non-store retailing includes ______, which make it possible to serve customers when and where stores cannot. - Machine maintenance, operating costs, and location leases can add to the cost of the products, so prices in _____ are often higher than those in stores.
What are two of the most meaningful measures of retailing's impact on the global economy?
Number of employees Sales volume
Consumer Perception Process
Perception-> Stimulus-> Cognition-> Mental files
______ is the two-way flow of communication between a buyer and a seller, often in a face-to-face encounter, that is designed to influence a person's or a group's purchase decision.
Personal selling
_________ is a useful vehicle for communication with present and potential buyers, making it part of a firm's promotional mix.
Personal selling
'Image'
Pierre Martineau described _____ as "the way in which the store is defined in the shopper's mind," partly by its functional qualities and partly by an aura of psychological attributes.
'Functional'
Pierre Martineau described image as "the way in which the store is defined in the shopper's mind," partly by its functional qualities and partly by an aura of psychological attributes. In this definition, _______ refers to mix elements such as price ranges, store layouts, and breadth and depth of merchandise items.
Psychological attributes
Pierre Martineau described image as "the way in which the store is defined in the shopper's mind," partly by its functional qualities and partly by an aura of psychological attributes. The ___________ are the intangibles such as the sense of belonging, excitement, style, or warmth,
By providing financing or leasing and taking used cars as trade-ins, CarMax makes the purchase easier and provides what utility?
Possession Utility
Television home shopping
Possible when consumers watch a shopping channel on which products are displayed; orders are then placed over the telephone or via the Internet.
Which of the following is true of vending machines?
Prices for products in them tend to be higher than those in stores.
When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate ________ demand.
Primary Primary demand is the desire for the product class rather than for a specific brand. When expenditures are made to increase desire for a product class, such as eggs, this is an example of stimulating primary demand.
Reference Groups
Reference groups are groups that people refer to when evaluating their own qualities, circumstances, attitudes, values and behaviors. I compare myself to the Jones
Markup
Refers to how much should be added to the cost the retailer paid for a product to reach the final selling price
________ selling is the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time.
Relationship
Key to persuasion
Repetition (3-4 times)
Selling agents
Represent a single producer and are responsible for the entire marketing function of that producer.
Self-service
Requires that customers perform many functions during the purchase process.
Original markup
Retailers decide on a ________. The difference between retailer cost and initial selling price. When products do not sell as quickly as anticipated, their price is reduced.
Multichannel retailers
Retailers that utilize and integrate a combination of traditional store formats and non-store formats such as catalogs, television home shopping, and online retailing
________ is defined as planning the selling program and implementing and evaluating the personal selling effort of the firm.
Sales management
________ often stimulates sales for its duration, but gains are often temporary and sales drop off when the deal ends.
Sales promotion
________ is the practice of examining products in a store and then buying them online for a cheaper price.
Showrooming
________ occurs when a shopper visits a retail store to inspect merchandise but then purchases the merchandise online.
Showrooming
Truck jobbers
Small wholesalers that have a small warehouse from which they stock their trucks for distribution to retailers. They usually handle limited assortments of fast-moving or perishable items that are sold for cash directly from trucks in their original packages. Handle products such as bakery items, dairy products, and meat.
During which stage of the product life cycle is promotion least important?
Decline
Merchandise line
Describes how many different types of products a store carries and in what assortment
Level of service
Describes the degree of service provided to the customer from three types of retailers: self-, limited-, and full-service
You have noticed that the average time spent per visit has increased after you decided to revamp the website and make it more user friendly. However you are not satisfied with your Internet sales. What is the best strategy in order to increase stickiness?
Develop and launch a campaign to gain more unique visitors
________ selling involves sales of goods and services to consumers through personal interactions and demonstrations in their home or office.
Direct
______ refers to communicating specifically with consumers to generate a response like an order, a visit, or a request for more information.
Direct marketing
Markdown
Discounting a product; occurs when the product does not sell at the original price and an adjustment is necessary
The leadership of CEO Mark Zuckerberg and COO Sheryl Sandberg have managed ______ through incredible growth such that the company grows by 8 people per second.
FB
Labeled as the 900-pound gorilla among all social media, ______ is the first choice among people seeking to create and maintain online connections with others by using photos, videos, and short text entries.
Which of the four major forms of social media is the leader in customer communication?
Which social network has the highest monthly market share of visits?
________ added "Dating" in order to compete with dating apps such as Tinder and Bumble.
__________ launched a search engine which allows its users to conduct their own queries like "restaurants recommended by friends," giving value to companies for brand or product "likes" on the site.
Influences on Consumer behavior
Family (Preferences passed down G2G), Society (Identity formed by societal divisions or classes) Reference groups (LeBron), Opinion leaders (people whose attitudes or beliefs are shared)
Which performance measures linked to outputs or revenues? (Select all that apply)
Fans Page views Unique visitors
An example of why the marketspace would be perceived as more valuable than the marketplace by the consumer is that
access is available anywhere and at anytime.
The purpose of a social media marketing program is to reach ______ who will become ______.
active consumers; influentials
lifestyle (AOI) research
activities, interests, and opinions; uses survey data from consumers who have answered questions about themselves
The ideal performance measure for both conventional and social media is one that ties ______ to the cost of the ad or other promotion.
actual sales revenue
Which of these new products is the best example of the lowest level of risk from the company's point of view?
adding Ball Park Beef Franks with Cheese to the Ball Park Franks line Successful organizations are starting to view newness and innovation in their products at three levels. At the lowest level, which usually involves the least risk, is a product line extension. This is an incremental improvement of an existing product for the company, such as adding Beef Franks with Cheese to the Ball Park product line.
direct response
advertisements in print, the Internet, and broadcast media that offer the audience opportunity to place an inquiry or respond directly through a website, reply card, or toll-free phone number
A manufacturer pays $274,000 to place a full-page, four-color ad in Time magazine about its new product. This is an example of ______.
advertising
Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is known as ______.
advertising
Any paid form of nonpersonal communication, about an organization, a product, a service, or an idea by an identified sponsor is called
advertising
In the growth stage of the product life cycle, _______ is used as the primary promotional element in order to stress brand differences
advertising
Consumer-oriented sales promotions are used to support a company's ______.
advertising and personal selling efforts
point-of-entry marketing
advertising strategies designed to win the loyalty of consumer whose brand preferences are still under development in hopes of gaining their loyalty
What two tactics would most likely be used by a firm when its product is in the growth stage of the product life cycle?
advertising that stresses brand differences personal selling that solidifies the channel of distribution
One of the biggest differences between advertising and publicity tools is that ______.
advertising typically has a direct cost while publicity does not
Beauty product websites are traditionally designed to be more ________ oriented than travel websites.
aesthetically
demographics
age and gender
When a group of consumers are shown an ad and asked if they remember seeing it before, and if so, how much of it they read previously, their ________ recall is being tested.
aided
If Costco just ordered from a manufacturer a large number of 60-inch LCD HDTVs at $300 below the standard wholesale price, they have probably just accepted which type of trade-oriented sales promotion?
allowance
If a retailer is weighing the cost of carrying additional inventory (greater than the usual amount) against the benefit of a reduced wholesale price, he or she is probably considering whether to take advantage of a(n) ______ offered by a manufacturer.
allowance
online retailing
allows consumers to search for, evaluate, and order products through the internet
intertype competition
although scrambled merchandising is convenient for consumers, this merchandising policy means there is competition between very dissimilar types of retail outlets
Which occupations are likely to include an element of personal selling at some point? (Select all that apply)
an HR manager a tax accountant a banker
The success of an IMC program is measured through ______. A tool used to evaluate a company's current processes and assets such as internal communication, key audiences, databases, advertising messages, and promotions expertise is known as a(n) ______.
an IMC audit
In a portfolio test, ______.
an ad is viewed by subjects while surrounded by other ads or stories
competitor analysis
an advertiser determines just exactly who the competitors are to the firm's brand(s), discussing their strengths, weaknesses, tendencies, and any threats they pose
new release
an announcement regarding changes in the company or the product line
news release
an announcement regarding changes in the company or the product line
Starch Readership Services
an example of a company that performs recognition tests
shopper marketing
an example of retailer communication activities, which is the use of displays coupons, product samples, and other brand communications to influence shopping behavior in a store
brand awareness
an indicator of consumer knowledge about the existence of the brand and how easily that knowledge can be retrieved from memory
independent retailer
an individual who owns an independent business
International Products, a U.S. firm that sells industrial cleansers and lubricants, wanted to sell its product to factories, hospitals, and labs in China, but it did not have the necessary expertise. As a result, International Products hired Asia Marketing & Management to sell, stock, and deliver a full assortment of products to the Chinese market. Asia Marketing & Management is an example of
an industrial distributor. An industrial distributor is an intermediary that performs a variety of marketing channel functions that include selling, stocking, and delivering a full product assortment as well as providing financing for industrial products and services.
When Sleep Number airs a half-hour program on cable television to inform potential customers about the health and sleep benefits of its products, this is known as ______.
an infomercial
What two activities are included in the approach stage of the personal selling process?
an initial meeting to gain the prospect's attention the foundation for a sales presentation
cross-channel shoppers
an online consumer who researches products online and then purchases them at a retail store
A cross-channel consumer is
an online consumer who shops online but buys offline, or shops offline but buys online.
successful
an organization can be ______ in any position, but unique strategies are required with each quadrant
long interview
another method of gaining data about the real lives of consumers and they way they think about the brand, the category, and how its consumption fits (or doesn't) into their lives; an hour in length and conducted by trained researcher; the role of listening in this method cannot be overstated; popular
purchase intent
another popular criterion in setting objectives; determined by asking the consumers whether they intend to buy a product or service in the near future
story construction
another projective technique; asks consumers to tell a story about people depicted in a scene or picture
The product/service category that accounts for the highest percentage of online purchases is
apparel and accessories.
hierarchy of effects: evaluation
appraise attributes
Trade-oriented sales promotions differ from consumer-oriented ones in that trade promotions ______.
are directed at intermediaries in the channel
brokers
are independent firms or individuals whose principal function is to bring buyers and sellers together to make sales
emergent consumers
are motivated by many different factors, but they share one notable characteristic: their brand preferences are still under developed; a market segment made up of the gradual but constant influx of first-time buyers
Legacy companies that sell luxury fashions
are not likely to sell them online.
As a type of sales promotion, sweepstakes ______.
are purely games of chance
Music played in the grocery store has a slow tempo to get shoppers to stay longer and hopefully put more items in their cart. Music is part of the grocery store's
atmosphere
Which are common approaches to posttesting? (Select all that apply)
attitude tests sales tests inquiry tests
Food and beverage make up the bulk of merchandise sold through which form of nonstore retailing?
automatic vending
Collaborative Filtering
automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases
Consumption Trends
Starbucks coffee example from textbook predicting the future requires assumptions about the number of years the trends will continue and their rate of increase or decrease
Mental files
Stored memories that you'll tell people about later or that will help you make this decision (That was good)
Cookie cutter stores
Stores that are usually the same in design, layout, and merchandise.
General merchandise stores
Stores that carry a broad product line, with limited depth, are referred to as ________
Limited-line stores
Stores that carry a considerable assortment (depth) of a related line of items are limited-line stores
Single-line stores
Stores that carry tremendous depth in one primary line of merchandise
Fear Appeals
Suggest that consumers can avoid some negative experience through The purchase and use of a product or service.
The biggest disadvantage of ______ advertising is its high cost.
TV
Which advertising option reaches more than 96 percent of all households, both in their homes and outside of homes in places such as bars, fitness centers, or airports?
TV
Cash and carry wholesalers
Take title to merchandise but sell only to buyers who call on them, pay cash for merchandise, and furnish their own transportation for merchandise. They carry a limited product assortment and do not make deliveries, extend credit, or supply market information.
Four of the 40 largest businesses in the United States are retailers—Walmart, Costco, Home Depot, and
Target
Retail life cycle
The process of growth and decline that retail outlets, like products, experience, consisting of the early growth, accelerated development, maturity, and decline stages.
Versioning
The practice of tailoring different versions of a catalog to different segments by varying the number of pages.
Which of the following are appropriate strategies for a brand manager regarding the use of Twitter?
Use tools like TweetDeck or HootSuite to see what is said about your brand develop an official profile and recruit followers follow others who mention your product or brand
For the brand manager, which are benefits of using YouTube? (Select all that apply)
Users interested in your product can easily find your message there. Launching a video is free; you just pay for production.
Which statements are TRUE for social media in comparison with traditional media?
Using social media requires fewer skills and less training. Social media can be produced more cheaply.
Telemarketing
Using the telephone to interact with and sell directly to consumers
Which of the following companies would be considered a legacy company in marketspace?
Walmart
Everyday low pricing (EDLP)
Walmart and The Home Depot, for example, emphasize consistently low prices and eliminate most markdowns with a strategy often called ________>
EDLP 2.0
Walmart is also developing a strategy it calls _____, which enables consumers to reduce their price through product bundling and payment and shipping options.
Consumer motivation
Wants v need: Needs- basic human forces that motivate us to do something Wants- "Needs" that are learned
________ is the practice of examining products online and then buying them in a store.
Webrooming
Which day of the week is the busiest online shopping day?
Wednesday
Form Utility
When Ralph Lauren makes shirts to a customers exact preferences, what utility is provided?
Which of the following best describe permission marketing?
While buying a product on Amazon.com the customer can check a box that will allow Amazon to e-mail to the customer future special offerings.
Drop shippers, or desk jobbers
Wholesalers that own the merchandise they sell but do not physically handle, stock, or deliver it. They simply solicit orders from retailers and other wholesalers and have the merchandise shipped directly from a producer to a buyer. Used for bulky products such as coal, lumber, and chemicals, which are sold in extremely large quantities.
Manufacturers' branches and sales offices
Wholly owned extensions of the producer that perform wholesaling activities. Producers assume wholesaling functions when there are no intermediaries to perform these activities, customers are few in number and geographically concentrated, or orders are large or require significant attention.
Companies looking to gain brand exposure and to explain a complex product find which social media network to be most effective?
YouTube
Limited-service
______ outlets provide some services, such as credit and merchandise return, but no others, such as clothing alternatives.
Which of the following profiles would most likely describe an online consumer?
a 28-year-old chemical engineer living in the suburbs with her husband and two children
focus groups
a brainstorming session with a small group of target consumers and a professional moderator, used to gain new insights about consumer response to a brand
a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople
blogs
a contraction of "web log" is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization
fixed cost
a cost that does not change, no matter how much of a good is produced and sold
Which two trends are influencing newspapers today?
a dramatic decline in circulation the growth in online newspapers
lifestyle segmentation
a form of market segmenting that focuses on consumers' actives, interests, and opinions
hypermarket
a form of scrambled merchandising which are large stores based on a simple concept: offer "everything under one roof" thus eliminating the need to stop at more than one location
brand promise
a key statement of the key value of the brand. What does it promise to the consumer?
Depth of product line means that a store carries ______.
a large assortment of each item
Category Killer
a large discount store that specializes in a single line of merchandise and becomes the dominant retailer in its category
A hypermarket is described as ______.
a large, "everything under one roof," grocery and general merchandise store
Cooperative advertising means that ______.
a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products
objective-and-task approach
a method of advertising budgeting that focuses on the relationship between spending and advertisning onjectives by identifying the specific tasks necessary to achieve different aspects of the advertising objectives
Office Depot promises an exceptional online shopping experience, free delivery for purchases over $35, buy-online-collect in store, and a wide range of products available for purchase in the store. Office Depot is following ________ strategy.
a multichannel marketing
While shopping online at Amazon.com, you are given the option of free shipping if you add just six more dollars to your current total. This sales promotion appeal is analogous to the rack of candy bars and gum at a grocery store's checkout aisle, which is known as ______.
a point-of-purchase display
category management
a popular approach to managing the assortment of merchandise, which assigns a manager the responsibility for selecting all products that consumers in a market segment might view as substitutes for each other with the objective of maximizing sales and profits in the category
When customers at Victoria's Secret can qualify for a free perfume with purchase, it is an example of which sales promotion?
a premium
Collaborative filtering
a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases
Which three are considered to be types of prospects?
a prospect a lead a qualified prospect
account planner
a relatively recent addition to many ad agencies; it is this person's job to synthesize all relevant consumer research and use it to design a coherent advertising strategy
positioning a store and creating its image
a retailer's communication activities can play an important role in:
Team selling typically includes which two persons as part of the team?
a service representative a sales engineer
sales promotion
a short-term inducement of value offered to arouse interest in buying a product or service
A technology- and data-based network that triggers actions by sensing changes in the real or digital world is known as ______.
a smart system
A company's integrated marketing communications effort designed to create and deliver online media content that attracts viewer attention and encourages readers to share it with their social network is referred to as ______.
a social media marketing program
value proposition
a statement of the functional, emotional, and self-expressive benefits delivered by the brand, which provide value to customers in the target segment
Relationship Marketing
a strategy that focuses on KEEPING AND IMPROVING RELATIONSHIPS with current customers
account planning
a system by which, in contrast to traditional advertising research methods, an agency assigns a coequal account planner to work alongside the account executive and analyze research data. This method requires the account planner to stay with the same projects on a continuous basis
psychographics
a term that advertisers created in the mid 1960's to refer to a form of research that emphasizes the understanding of consumers' activities interests, and opinions (AIOs)
benefit segmentation
a type of market segmenting in which target segments are delineated by the various benefit packages that different consumers want from the same product category
eye-tracking system
a type of physiological measure that monitors eye movements across print ads
inquiry/direct response measures
a type of posttest message tracking in which a print or broadcast advertisement offers the audience the opportunity to place an inquiry or respond directly through a reply card or toll-free number; deemed effective when a high response is created
supercenter
a variation of the hypermarket , which combines a typical merchandise store with a full-size grocery store
Breadth of product line means that a store carries ______.
a variety of different items in different product categories
Where are you most likely to encounter self service?
a warehouse club
A hardware store advertises a ⅜-inch Black and Decker Power Drill for $29.95. You enter the store intending to purchase the drill. The salesperson informs you that they are all sold out. She tells you that the "sale" drills were factory seconds and that if you are going to be doing any kind of serious woodworking, you should buy the Model 3309, which sells for $49.99. This scenario is which type of illegal pricing practice?
bait and switch This scenario has all the elements of bait and switch, which is a deceptive practice whereby a firm offers a very low price on a product (the bait) to attract customers to a store. Once in the store, the customer is persuaded to purchase a higher-priced item (the switch) using a variety of tricks, including not having the item in stock and downgrading the item. See Figure 14-10.
Direct channel
because the producer and the ultimate consumers deal directly to each other
Portfolio tests, jury tests, and theater test are likely to occur ______.
before an advertising campaign has begun
Portfolio tests, jury tests, and theater test are likely to occur ______. Multiple choice question.
before an advertising campaign has begun
Evaluation of advertising is usually done when? (Select all that apply)
before and after a compaign
Alamo, a national car rental firm, targets 50 percent of its advertising to salespeople who rent a car over 40 weeks per year. The company is using ________ segmentation.
behavioral Usage rate and user status are both behavioral segmentation variables. In this case, salespersons who rent a car are "heavy users" and "over 40 weeks per year" is a measure of usage rate.
Web 3.0 integrates what sort of new features? (Select all that apply)
big data the Internet of Things cloud computing
Which two are common types of outdoor advertising?
billboards, transit adertising
Electronic shopping agents that search websites to compare prices and product or service features are called ______.
bots
Websites like Kayak or Expedia use ______ to allow customers to compare prices on airline flights and hotels.
bots
A store that offers tools, shoes, and books is said to have ________ of product line.
breadth
Retail outlets vary by their merchandise lines, the key distinction being the __________ of the items offered to customers
breadth and depth
What are the two axes on the retail positioning matrix?
breadth of product line value added
In a general merchandise store, the ______ of product line is large but the _______ of products is often limited.
breadth; depth
Reverse product placement refers to ______.
bringing fictional products to the marketplace
What is an advantage of television home shopping?
broad reach possible; available in millions of homes
Percentage of sales, competitive parity, and objective and task are three methods used to set a promotion _______,
budget
When it comes to advertising, most options can be quite expensive, which is why it is necessary to have a formal advertising ______.
budget
build-up analysis
building up the expenditure levels for tasks, considering reach, frequency, time frame, production costs, media expenditures, ancillary costs, and integrating other promotional costs
If you were to buy one peach tree and one apple tree from the Stark Bros. fruit trees and landscaping catalog in two separate orders, you would pay a total of $109.99. However, if you order the peach and apple tree together in the same order, you pay only $89.99 each. When purchasing the two trees together, what pricing strategy does Stark Bros. employ?
bundle pricing Bundle pricing is the marketing of two or more products in a single package price. Bundle pricing is based on the idea that consumers value the package more than the individual items. This is due to benefits received from not having to make separate purchases and enhanced satisfaction from one item given the presence of another. Moreover, bundle pricing often provides a lower total cost to buyers and lower marketing costs to sellers.
How often new buyers enter the market to buy the product
buyer turnover
Data analytics has the potential to benefit retailers in what two ways?
by allowing retailers to offer the most innovative products at the right prices, while maintaining optimal inventory levels by allowing retailers to predict shopping behavior by learning how consumers use channels, information, and payment options
percentage-of-sales approach
calculating the budget based on a percentage of the prior year's sales or the projected year's sales; easy to understand in implement
Communication
can take 3 forms - marketer to consumer email notifications - consumer to marketer buying and service requests - consumer to consumer chat rooms and instant messaging
manufacturer's branch office
carries a producer's inventory and performs the functions of a full-service wholesaler
A retail outlet that focuses on one type of product at very competitive or discount prices and often dominates the market is referred to as a
category killer
Retailers who use a ______ approach will assign a manager the responsibility for selecting all products that consumers in a market segment might view as substitutes for each other with the objective of maximizing sales and profits for those products.
category management
For its newest gaming console, Star Electronics decides to tell consumers about the product by placing a full-page advertisement in the most popular gaming magazine. In the communication process, the magazine ad is the ______.
channel of communication
The ________ refers to the medium that carries the message for a firm, such as a salesperson, advertising media, or public relations tools.
channel of communication
YouTube steers its users on content through the use of ______.
channels
___________ exists in the product or service selection offered to consumers
choice
Choiceboard and personalization technologies that invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices is referred to as
choice assistance.
Online buyers of consumer electronics can shop individual websites like QVC.com, a general online merchant that offers more than 100,000 products. This describes one example of why consumers shop and buy online, which is
choice.
A(n) ________ allows a customer to design a personalized product via the Internet and helps the company become more knowledgeable about the customer.
choiceboard
An interactive, Internet-based system that allows individual customers to design their own products and services is called a
choiceboard.
An interactive, Internet-enabled system that allows individual customers to design their own products by answering a few questions and choosing from a menu of product attributes, prices, and delivery options, is referred to as a
choiceboard.
Customerization uses ______ and ______ to expand the exchange environment beyond a transaction to make the shopping and buying an enjoyable, personal experience.
choiceboards personalization systems
Brand managers assess the focus of a social media website and its visitors primarily to ______.
choose one or more that will generate increased sales and profits
When a salesperson opens a phone book and calls a business that could potentially be a customer, the salesperson is generating leads through ______.
cold canvassing
A process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases is called _____.
collaborative filtering
A website that provides the ability to conduct sales transactions for products and services emphasizes the ________ design element.
commerce
The seven web design elements that drive the customer experience include which of these?
commerce
Television is a unique and valuable medium in that it ______.
communicates using motion and consumers' various senses
Not only is getting customers into stores by using newspapers, magazines, and television considered retail ________, so is the use of displays and signs placed at the point of purchase or in aisles.
communication
The _____________ process requires six elements: a source, a message, a channel, a receiver, and the processes of encoding and decoding. Listen to the complete question
communication
The process in which a message is conveyed to others in known as ______.
communication
Web Blank 1 of 1 are websites that allow people to congregate online and exchange views on topics of common interest.
communities
A common form of competitive advertising is ______ advertising. Multiple choice question.
comparative
A firm wishing to partner with a social media influencer for a particular product will have to ______.
compensate the influencer for their service
It is often important for a firm to demonstrate the superior benefits its product has over similar products using ________ advertisements.
competitive
market analysis
complements the industry analysis, emphasizing the demand side of the equation; an advertiser examines the factors that drive and determine the overall market for a product or service category within which the advertiser offers a brand (or brands)
______ refers to the technical sophistication of a product and is one of the factors in choosing personal selling for a promotion.
complexity
fieldwork
conducted outside the agency, usually in the home or site of consumption; purpose it to learn from the experiences of the consumer and from direct observation
Social media content that includes stories, behind-the-scenes images, and posts that thank fans or ask for opinions and feedback are considered ______ content.
connecting
The ______ element of website design refers to the network of linkages between a company's website and other sites.
connection
When a company posts a link to its Twitter and Facebook pages on its website, it is an example of which design element?
connection
Select the elements that are part of website design? (Select all that apply)
connection community communication
The promotional activities within IMC are designed to provide a ______ message.
consistent
What are two disadvantages of direct marketing?
consumer concerns about privacy high costs to maintain a good database
One of the primary purposes of a ______ is identifying the communication and delivery channels engaged by cross-channel consumers.
consumer journey map
Which of these tools is most helpful for successful multichannel marketing?
consumer journey maps
In the telemarketing industry, issues such as __________, ethical guidelines, and industry standards have become a topic of discussion among consumers, Congress, the Federal Trade Commission (FTC), and businesses
consumer privacy
Self-regulation by advertising agencies, trade associations and marketing organization have a common goal of protecting ______.
consumers
cognitive learning
consumers learn through thinking, reasoning and mental problem solving without direct response involves making connections between two or more ideas of simply observing the outcome of others' behaviors and adjusting your own accordingly
control
consumers prefer to buy on line because they feel empowered
brand freaks
consumers who are so committed to the brand that their consumer behavior toward it borders on the pathological
embedded
consumption practices of a consumer are tightly connected to their social context
In terms of design elements for websites, ________ relevance and presentation along with context dimensions combine to engage a website visitor and provide a platform for the five other design elements.
content
The _____of a website is expressed in the form of text, video, audio, and graphics.
content
The text, pictures, sound, and videos that a firm website contains exemplifies one of the seven best practices enabling high customer experience. It is called the:
content
3M had a "One Million Uses and Counting" promotion such that individuals would post a YouTube video showing their various uses for Post-it Notes for the chance to win a prize. This is an example of a ______.
contest
Consumers are required to apply their skill or analytical or creative thinking to try to win a prize in a(n) __________.
contest
Doritos allowed consumers to submit their own commercials for the brand, promising to air the best submission during the Super Bowl. This is an example of a ______.
contest
The element of website design that refers to the website's aesthetic appeal and the functional look and feel of the site's layout and visual design is ______.
context
What type of advertising schedule is best suited for products and services that are consumed regularly at relatively steady rates?
continuous
why consumers shop online
convenience choice customization communication cost control
6 C's
convenience, choice, customization, communication, cost, control
online shopping and buying is ____________.
convenient
repeat purchase
conversion; objective is aimed at the percentage of consumers who try a new product and then purchase it a second time
Behavioral targeting uses information from ________ to direct online advertising to consumers whose profiles suggest they would be interested in it.
cookies
Computer files that are downloaded by marketers onto consumers' computers and phones to monitor their behavior are called
cookies.
The trade-oriented sales promotion technique that encourages both better quality and greater quantity in local advertising efforts of resellers is known as ________ advertising.
cooperative
Which are used exclusively as trade-oriented sales promotions rather than for consumers? (Select all that apply)
cooperative advertising salesforce training
For consumers, the buying power of ________ translates into lower prices compared with other types of stores.
corporate chains
Which form of retail ownership features multiple outlets but centralization in decision making and purchasing?
corporate chains
online shopping and buying is popular because the _________ of popular items bought online can be purchased at the same price or cheaper online than in store
cost
Rather than billing clients by the hour, some lawyers and their clients agree on a fixed fee based on expected costs plus an agreed-on level of profit for the law firm. Which pricing approach are they using?
cost-plus pricing Because of the rising cost of legal fees, professional service firms, such as law firms, adopt a cost-plus pricing approach.
An advantage of ________ is that they often increase a firm's market share during the period immediately following their use.
coupons
Sales promotions that offer a discounted price to the consumer to encourage trial are called ______.
coupons
As part of the retailing mix, retail communication plays an important role for which two things?
creating a store image positioning a store
Select the qualifications that are desired in an order-getting sales position. (Select all that apply)
creativity high degree of product knowledge customer empathy
An influencer that has a large number of followers has perceived ______ with those followers, which, in turn, leads to ______.
credibility; trust
A customer who sees a pair of boots online but then decides to buy the same pair at Macy's after trying them on would be best classified as a(n)
cross-channel shopper.
Maria researches online before she goes to buy her electronics at the local big-box retailer. Maria is a
cross-channel shopper.
In addition to sales positions, many other occupations have an element of personal selling, typically when the job involves ______.
customer contact
The success of a social medial marketing program depends on whether it creates and sustains ______.
customer engagement
In creating an online ___________, companies attempt to manage all of the interactions with the customer, from initial view of the home page through purchase.
customer experience
Companies use specific online design elements to maximize the utility delivered to consumers, thus managing their
customer experience.
Missionary sales people and sales engineers are considered ______.
customer sale support personnel
Retail store positioning begins with a clearly defined ______.
customer value proposition
Retailing is an important marketing activity. Not only do producers and consumers meet through retailing actions, but retailing also creates
customer value.
Which of the following do cookies provide to improve a consumer's online buying and shopping experience?
customization
Select all that apply Which two are among the reasons that consumers typically shop and buy online?
customization control
Which two of the following are among the reasons that consumers typically shop and buy online?
customization control
Seven Cycles' website allows customers to create and order the perfect bicycle according to their own specifications. This is an example of the Internet facilitating
customization.
segment
cutting the market into pieces and focusing on the piece(s) that make most sense
What has been described as the "new science of retailing"?
data analytics
Short-term price reductions that can be used to retaliate against a competitor's actions like introducing a new product are called ______.
deals
During which stage of the product life cycle is little money, if any, spent on promoting the product?
decline
The process by which the receiver takes a set of symbols and transforms them back to an idea is called________.
decoding
Subscription commerce involves the payment of a fee for products
delivered on a recurring schedule.
A shoe store that offers running shoes, dress shoes, and children's shoes is said to have ________ of product line.
depth
Retailers can be categorized in terms of the ________ and ________ of the product lines they carry.
depth; breadth
the wheel of retailing
describes how new forms of retail outlets enter the market; usually they enter as low-status, low-margin stores and gradually increase the attractiveness for customers, raising their status and price; as time passes, these outlets add still more services and their prices and status increase even further; these retail outlets now face competition from a new retail outlet that again appears as a low-status, low-margin operator and the cycle starts to repeat itself
projective techniques
designed to allow consumers to "project" their thoughts, but mostly feelings (conscious or unconscious), onto a "blank" or neutral "surface," like an inkblot or benign painting scene; like seeing zoo animals in clouds or faces in ice cubes
Which promotion activity typically requires the most creativity?
designing the promotion
When using the objective and task method to determine the promotion budget, marketers must take which steps?
determine the promotion costs for performing tasks determine its promotion objectives
Posttesting most often does what for an advertiser?
determines if the advertising has accomplished its intended purpose
Diversification
develop NEW MARKETS OUTSIDE the companies core business and sell them into NEW MARKETS
What are the three steps in the promotional decision process?
developing, executing, and assessing the promotional program
maintained markup
difference between retailer cost and initial selling price
MachineTools.com sells grinders, boring mills, and engine lathes. Its website lists products from over 700 machinery manufacturers, 2,500 distributors of new equipment, and 650 dealers of used inventory for sale. MachineTools.com relies on a well-established channel of manufacturers, distributors, and machinery dealers to provide the merchandise that is sold through this
digital marketing channel. Digital marketing channels employ the Internet to make products and services available for consumption or use by consumers or organizational buyers.
Telephone solicitations, infomercials, catalogs, and e-mails can all be considered methods of ______marketing.
direct
Like personal selling, ________ often consists of interactive communication with a customizable message.
direct marketing
Select elements of the promotional mix. (Select all that apply)
direct marketing personal selling public relations
Avon, Fuller Brush, and Mary Kay Cosmetics helped to create the _______ form of retailing.
direct selling
Martina is a Pampered Chef representative. To sell her merchandise, she hosts parties in the homes of her friends and relatives. The parties allow her to display the products, demonstrate their use, and answer any questions. This is an example of ______.
direct selling
The sales of products and services to consumers through personal interactions and demonstrations in their homes or offices is referred to as
direct selling
pull strategy
directing its promotional mix at ultimate consumers to encourage them to ask the retailer for a product
Two problems with advertising in ________ are the lack of accountability and ROI measurements and the increasing public concern about environmental impact.
directories
________ are primarily a navigation medium for advertising because they help consumers know where purchases can be made after other media have created awareness and demand.
directories
imc program
directs all promotional activities (advertising, personal selling, sales promotion, public relations, and direct marketing) to provide a consistent message across audiences
integrated marketing communication program
directs all promotional activities (advertising, personal selling, sales promotion, public relations, and direct marketing) to provide a consistent message across audiences
markdown
discounting the product, occurs when the product does not sell at the original price and an adjustment is necessary
geographic segmentation
dividing a market into different geographical units, such as nations, states, regions, counties, cities, or even neighborhoods
implicit memory measures
do not refer back to the ad or exposure but try to get at memory by using tasks like word fragments: say, part of a brand name, like S R N T for sprint
A manufacturer's sales office differs from a manufacturer's branch office in that the sales office ______.
does not carry inventory
manufacturer's sales office
doesn't carry inventory, typically performs only a sales function, and serves as an alternative to agents and brokers
Item19 0/2points awarded ItemScored Explanation same page Item19 Rather than compete with large greeting card companies for shelf space in supermarkets, several smaller card companies place their cards in pack-and-ship stores where the customer can mail a card on the spur of the moment, and in racks in car washes where customers who are waiting for their cars can browse and purchase cards. This is an example of which type of marketing channel strategy?
dual distribution Dual distribution is an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product, such as in pack-and-ship stores and racks.
Radio listening time reaches its peak during which of these time periods?
during the morning drive
Experts suggest that online retailers should think of their websites as __________ if they are to attract and retain customers.
dynamic billboards
Question Mode Multiple Choice Question For the Minnesota Twins baseball team, the games they play in April and early May are not as well attended as the games they play in the summer, simply because the weather can be rainy and cold. For these games, the organization might price the tickets lower than games played in the summer. This is an example of ______.
dynamic pricing
When a consumer wants to purchase a concert ticket online, she is often asked to make a decision rapidly and the price or the availability might change if she does not accept this offer, which is a concept called
dynamic pricing.
It is common now for laptops and tablets to utilize multitouch functions, such as "pinch to zoom," either on the screen interface or with the tracking mouse. When the multitouch interface was first introduced, it was an example of which type of innovation?
dynamically continuous innovation Dynamically continuous innovations require only minor changes in behavior. When introduced, users learned to use a multitouch interface instead of other button clicks or screen taps to operate a device —a minor change in learned behavior.
Which of the following companies would be considered an Internet company?
eBay
The four stages of the retail life cycle are
early growth, accelerated development, maturity, and decline.
On eBay.com, the Internet auction website, sellers design the web page on which they sell their merchandise. One individual who was selling a Coca-Cola tray from the 1920s used a background that resembled fluffy clouds in a blue sky. The page contained six high resolution pictures of the tray from different angles and an animated depiction of a waving American flag. Many potential buyers abandoned the web page before all the pictures downloaded. The seller must have been unaware of the
eight-second rule.
Several companies produce latex gloves that are used in a variety of different industries. If one of the glove manufacturers decreases its price by just a few percentage points, it will result in a significant increase in quantity demanded. The demand for latex gloves is
elastic Elastic demand exists when a 1 percent decrease in price produces more than a 1 percent increase in quantity demanded, thereby actually increasing total revenue.
Select the characteristics of the digital marketspace. (Select all that apply)
electronic images and offerings face-to-screen exchange relationships
direct mail and catalogs
eliminates the cost of a store and clerks and improves marketing efficiency through segmentation and targeting
In the communication process, ________ refers to the transformation of the sender's ideas into a set of symbols.
encoding
contests
encourage consumers to apply their skill or analytical or creative thinking to try to win a prize
The substantial financial commitment required of most advertising options, means that marketers should ______.
engage in a formal budgeting process
online consumer
equally likely to be male or female, tend to be better educated/more affluent than the general US population
Offering consistently affordable prices and eliminating most markdowns is a pricing strategy known as ______.
everyday low pricing
Advertising, like any part of the promotional mix, can be managed by following several steps, including which of these?
executing evaluating
The retail price of mobile phones (unsubsidized) has decreased from $4,000 in 1983 when Motorola commercialized the device, to less than $99 today as the volume increased from zero to millions of units sold. This is due in large part to which type of pricing approach?
experience-curve pricing Experience-curve pricing is a method of pricing in which price often falls following the reduction of costs associated with the firm's experience in producing or selling a larger volume of the product—the situation with mobile phones.
Retailers like Dollar General fall into the category of ________ retailers.
extreme value
Marketspace exchanges occur
face-to-screen.
In advertising, an appeal based on ______ suggests to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product.
fear
Mayhem is a character depicted in Allstate Insurance commercials. He reminds buyers of possible problems on the road or in their homes and the need for adequate coverage. This is an example of using a(n) ________ appeal.
fear
advertising appeals
fear sex humor
Which two are among the most common advertising appeals?
fear, sex
What allows the sender to determine whether the message was properly decoded and understood by the receiver?
feedback
For a message to be communicated effectively, the sender and receiver must have a mutually shared ________, a similar understanding and knowledge they apply to the message.
field of experience
International marketing presents special challenges in communication, since the source and receiver may not have overlapping ________, due to differences in culture and language.
fields of experience
multichannel retailers
first trend in retailing; utilize and integrate a combination of traditional store formats and nonstore formats such as catalogs, tv, home shopping, and online retailing
A text message sent to consumers announcing limited-time offers at big discounts is a type of online retailing called ______.
flash sales
target
focus advertising and IBC for delivery upon a certain segment/segments
industry analysis
focuses on the development and trends within an entire industry and on any other factors that may make a difference in how an advertiser proceeds with an advertising plan
Twitter is based upon the principle of "______."
followers
A retailer of luxury fashion designs like Prada is likely to
forego the opportunity to sell online.
The speed with which buyers forget the brand without advertising.
forgetting rate
Which factors should be considered when setting an advertising schedule? (Select all that apply)
forgetting rate purchase frequency buyer turnover
Subway restaurants that offer sandwiches made exactly to each customer's preference are providing __________ utility
form
What are the three common ways that retail outlets can be classified?
form of ownership level of service merchandise line
Misredemption of coupons, a form of ________, is a problem associated with their use by manufacturers.
fraud
When advertisers want to reach the same audience more than once, they are concerned with ______.
frequency
Which two metrics must be balanced to obtain the appropriate number of gross rating points to achieve an ad campaign's objectives?
frequency and reach
How do agents make their profit?
from the commissions or fees paid for their services
A _____ -service advertising agency provides a complete range of services, including research, media selection, copy and artwork development, and campaign coordination.
full
Department store chains like Neiman Marcus and Bloomingdale's focus on upscale, high-fashion designer merchandise in addition to superior relationships with customers, gift wrapping, and wardrobe consultation. They would be categorized as__________-service.
full
general merchandise and specialty merchandise wholesalers
full-service wholesalers are of two types:
Stores that carry a broad product line, with limited depth, are referred to as ________ stores.
general merchandise
Stores that carry a broad product line, with limited depth, are referred to as
general merchandise stores.
Salespeople use exhibits at trade shows and conferences, advertising that contains a toll-free number, and the Internet to ______
generate leads
Personalization allows customers to _____.
generate the desired information on a seller's website to meet individual needs
An order ________ is a salesperson who identifies prospective customers, provides them with information, persuades them to buy, and follows up with them about the use of the product.
getter
Personal selling includes order ______.
getting
Possession Utility
getting a product or service to consumers so they can own or use it
Possession Utility 2
getting a product or service to consumers so they can own or use it
CPC
gives the rate the advertiser pays, say to Facebook, every time a visitor clicks on the ad and jumps from that page to the advertiser's website
Amazon.com is an Internet retailer used by many consumers. Which of the following represents the BEST advantage it has over an in-store retailer?
greater variety
A commonly used reference number in advertising is called ______, found by multiplying a medium's reach by frequency.
gross rating points
The retail life cycle describes the stages of ________ and ________ for a retail outlet.
growth; decline
Mobile marketing
has an unique ability to empower users by connecting with them individually and continuously - learning their likes and personal characteristics
Social and traditional media are alike in that both ______.
have the ability to reach either large or niche audiences
By using self-regulation in promotional activities, marketers can do which two of these?
help consumers gain confidence in marketing communication efforts minimize regulatory constraints and restrictions
Question Mode Multiple Choice Question A web community can be ______.
hosted by a company or an independent group
The wheel of retailing describes ______.
how new forms of retail outlets enter the market
Connection
how the site is linked to other sites
What two issues must be considered when putting together a firm's promotional mix?
how to coordinate a consistent promotional effort among various departments how to balance the use of different promotional tactics
In addition to fear appeal and sex appeal, the third common appeal used in advertisements is ______.
humor
A ________, a form of retailing popular in Europe, is based on the simple concept of offering "everything under one roof."
hypermarket
A form of scrambled merchandising popular in Europe, which features large stores that provide variety, quality, and low price for groceries and general merchandise as known as a ______.
hypermarket
geodemographic segmentation
identifies neighborhoods (by zip codes) around the country that share common demographic characteristics
The first step in developing a promotion program is to ______.
identify target audience
Select two of the steps in the development of an ad campaign.
identify the target audience specify advertising objectives
humorous appeals
imply either directly or subtly that the product is more fun or exciting than competitors' offerings
Direct selling typically occurs ______.
in a consumer's home or office
retailing mix
in developing a retailing strategy, managers work with this which involves activities related to managing the store and the merchandise in the store
Advertising functions performed by the company's own staff are said to be ______.
in house
markup, markdown, and timing for markdowns
in setting prices for merchandise, retailers must decide on the
self-service, limited service, or full service
in terms of level of service, retail outlets can be classified as....
changing roles
in the past 30 years the buying patterns of men and women in the marketplace are growing increasingly similar
retailing
includes all activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family, or household use
value added
includes elements like location, product reliability or prestige
noise
includes extraneous factors that can work against effective communication by distorting a message or the feedback received
automatic vending
includes vending machines, or v-commerce, which make it possible to serve customers when and where stores cannot
Brand managers use Facebook's paid ads and sponsored stories to ______.
increase traffic to their Facebook pages
merchant wholesalers
independenly owned firms that take title to the merchandise they handle
In which type of retail ownership do you have the advantage of being your own boss?
independent retailer
When Facebook allows you to upload a picture of yourself and to show your preferences to your friends, Facebook is leveraging the _____ capability of the Internet
individuality
Interactivity and ________ are two important capabilities of the Internet in the ______ relationship.
individuality; buyer-seller
The underlying premise behind social shopping is that ______.
individuals are influenced by their peer's purchases and recommendations
Legal counsel advising a firm's R&D department on a patent application would most likely be classified as which type of support product?
industrial services Items used to assist in producing other goods and services are support products. These include industrial services, such as legal services.
Personal selling is a communication that is designed primarily to ______.
influence a buyer's purchase decision
Program-length advertisements on television that take an educational approach to communication with potential customers are known as ______.
infomercials
Focus group
informal sessions of 6 to 10 past, present, or perspective customers in which a discussion leader, or moderator, ask for opinions about the firms product and those of its competitors, including how they use these products and special needs that these products don't address
Publicity
information intended to attract public interest. -is not paid for
Multichannel marketing allows sellers to meet customers needs, no matter their
information-gathering and purchase preferences.
Which two elements are present in most advertising messages?
informational and persuasive
Program-length advertisements on television that take an educational approach to communication with potential customers are known as ______.
informercials
introduction stage
informing consumers in an effort to increase their level of awareness
What are the two types of order takers?
inside and outside
Successful promotion designs are often the result of ______.
insight regarding consumers interest and purchasing behavior
A Coca-Cola ad that highlights the firm's growing use of recyclable materials and other investments in sustainability is an example of ______ advertising.
institutional
A(n) ______ advertisement is used to build goodwill or an image for an organization rather than to promote a specific product.
institutional
Telemarketing is used to ________ via telephone.
interact with and sell directly to consumers
choice assistance
interactive capabilities of internet-enabled technologies invite customers to engage in an electronic dialogue with marketers for the purpose of making informed choices
The activity that involves two-way buyer-seller electronic communication in a computer-mediated environment is called
interactive marketing.
Which of these are the primary capabilities of the Internet that provide building blocks for buyer-seller relationships? (Select all that apply)
interactivity, individuality
The capability that allows firms to listen to their customers, answer their requests, and build relationships is called
interactivity.
wholesalers, agents, and manufacturers' sales offices
intermediaries that retailers depend on
Form Utility
internet enabled communication capabilities in market space invite consumers to tell marketers specifically what their requirements are
Form Utility 2
internet enabled communication capabilities in market space invite consumers to tell marketers specifically what their requirements are
Form Utility
internet enables communications. customers tell marketers what they want
Within the communication process, decoding can best be described as ______.
interpretation
What have home shopping programs done in order to attract a younger audience?
invite celebrities to come on the show
direct selling
involves direct sales of products and services to consumers through personal interactions and demonstrations in their home or office
direct selling aka door - to - door selling
involves direct sales of products and services to consumers through personal interactions and demonstrations in their home or office
corporate chain
involves multiple outlets under common ownership
scrambled merchandising
involves offering several unrelated product lines in a single store
off-price retailing
involves selling brand-name merchandise at lower than regular prices
telemarketing
involves using the telephone to interact with and sell directly to consumers
direct mail and telemarketing
involves, using the telephone to interact with and sell directly to consumers. compared with direct mail, telemarketing is seen as a more efficient means of targeting consumers.
contractual systems
invove independently owned stores that band together to act like a chain
publicity
is a non-personal indirectly paid presentation of an organization, product, or service
early growth
is a stage where market share rises gradually, although profits may be ow bc of start-up costs
frequency
is the average times a person is exposed to a message or advertisments
Possession Utility
is the value of making an item easy to purchase through the provision of credit cards
News Conference
is where the media representatives are: -invited to an informational meeting -sent advance materials regarding the content
A contest differs from a sweepstakes in that ______.
it requires skill or thinking on the part of the participant
An advantage of using magazines as an advertising medium is ______.
its perception as being more "inspirational" than other media
Category ______ focus on one type of product at very competitive prices, like Best Buy does with electronics and Staples does with office supplies.
killers
Specialty discount outlets are also called category ______ because of their ability to offer a deep assortment in a category at competitive prices, and domination of the competition.
killers
consumer insights
knowlege of how consumers think about, use, or otherwise view brands, goods, or services within the context of their lives; typically derived through ethnographic methods
communication error
lack of communication or a lack of clarity in communication
hierarchy of effects: interest
learn about the product
Data indicate that users who ______ are more likely to make a purchase because they are loyal customers.
like a brand on social media
In a ______-service retail outlet, customers are responsible for most shopping activities, but may be assisted with getting credit or returning merchandise.
limited
An advertising agency that specializes in one aspect of the creative process is known as a(n) ________ agency.
limited service
An advertising agency that specializes in one aspect of the creative process is known as a(n) ________ agency.
limited-service
rack jobbers, cash and carry wholesalers, drop shippers, and truck jobbers
limited-service wholesalers are of four types
Despite the large number of media options today, the average Millennial still ________ for an average of 10 hours every week.
listens to the radio
Which best describes promotional spending in the decline stage of the product life cycle?
little to none
Which two smartphone apps are most essential to mobile marketing?
location-based promotions price-comparison searches
Twitter uses a stylized blue or white bird with no text as its
logo A brand name that cannot be spoken is referred to as a logo or logotype, as is the case with Twitter's logo.
Which two are goals of relationship selling?
long-run customer value long-term customers
The wheel of retailing predicts that new forms of retail outlets will usually enter the market as ______.
low-status, low-margin stores
As part of a sales promotion program, ______ programs are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.
loyalty
Credit card reward programs are an example of which sales promotion?
loyalty program
Which of the following sales promotion strategies is used to encourage and reward repeat purchases?
loyalty programs
Which are considered forms of sales promotion? (Select all that apply)
loyalty programs product placement sweepstakes
Over 90 percent of __________ merchandise is sold exclusively through retail stores; that is, many of these companies have decided not to participate in the marketspace.
luxury fashion
The marketing advantage of ______ is the great number of special-interest publications that appeal to narrowly defined segments.
magazines
What are the two major types of agents used by producers?
manufacturer's agents selling agents
When a product does not sell at the original price an adjustment known as a(n) ________ becomes necessary.
markdown
decline stage
market share and profit fall rapidly; the challenge facing retailers is to delay this stage
The practice and techniques used to credit or value a particular channel and consumer touch point is called ______.
marketing attribution
Environmental Scan
marketing environment is always changing, successful companies are always tracking NEW INFORMATION and NEW TRENDS
Direct Selling
marketing products to ultimate consumers through face-to-face sales presentations at home or in the workplace
To eliminate any possible bias related to judgments about some population segments in its target market, a firm's decisions about advertising should be based on ______.
marketing research about the target market
In contrast with the traditional marketplace is the ________, which utilizes an Internet-enabled digital environment to provide the forum for marketing exchanges.
marketspace
The difference between the retailer's cost and the selling price is known as the ______.
markup
The Capital One Card Lab website allows consumers to build their own mix of services. This is an example of:
mass-customization
To the extent that time and money permit, the target audience for the promotion program should ______.
match the target market for the firm's product
advertising response function
mathematical relationship that associates dollars spent on advertising and sales generated; sometimes used to help establish an advertising budget
depth of a product line
means the store carries a large assortment of each item
attitude study
measures consumer attitudes after exposure to an ad
CPM
measures the number of times the ad loads and a user might see it—but it does not indicate whether the user has actually reacted to it
Newspapers, radio, and TV are examples of advertising ______.
media
The means by which the message is communicated to the target audience are known as the advertising ______.
media
The degree of acoustic, visual, and personal contact between two communication partners is referred to as ______.
media richness
What are the two factors used to classify social networks for marketers?
media richness self-disclosure
Specifying a clear objective for an advertising campaign helps in selecting ________ and ________ the campaign.
media; evaluating
What are elements that make up the retailing mix? (Select all that apply)
merchandise retail pricing store location retail communication
Independently owned firms that take title to the merchandise they handle, are classified as either full-service or limited-service, and go by names like industrial distributor are known as ______.
merchant wholesalers
full-service or limited-service
merchant wholesalers are classified as these depending on the number of functions performed
In the communication process, the information sent by the source forms the___________.
message
When a cell phone provider features a new product in its advertising, the description for the new phone would best be called the ______.
message
A company using Facebook ads hopes that the content will ______.
migrate into Facebook conversations among friends
The Facebook feature known as Click-Gap is an attempt to prevent ______.
misinformation, propaganda, hate speech and fake news from being spread on its platform
In the pharmaceutical industry, some salespeople work to persuade physicians to prescribe a firm's product, though no actual sales are made this way. This is an example of using ______.
missionary salespeople
To facilitate retailing strategy, marketers often craft a specific combination of retail pricing, store location, retail communication, and merchandise, which is known as its retailing____________.
mix
The broad set of interactive messaging options that are used to communicate through personal mobile devices is known as ______ marketing.
mobile
As a group, online consumers tend to be ________ than the general US population.
more affluent
the central businees district, the reginal shopping center, the community shopping center, the strip mall, or the power center
most stores today are located near several others in one of five settings:
Seiko makes watches. It markets its higher-quality watches under the Seiko or LaSalle brand names, and its lower-priced watches are sold under the Pulsar brand. Seiko uses a ________ strategy.
multibranding Multibranding involves giving each product a distinct brand name, which is useful when each is targeted at a different market segment. Since Seiko targets two distinct price segments, it chooses to make two distinct lines of watches: the Seiko and LaSalle brands that target the higher-priced, higher-quality segment and the Pulsar brand that targets the lower-priced segment.
Glenda's Gift Baskets has several retail stores located in the Midwest. The company also sells gift baskets on its website and during the holidays, it sends out catalogs to its target market. What type of retailer is Glenda's Gift Baskets?
multichannel retailer
What is the correct term for a retailer that sells in more than one channel?
multichannel retailer
Relationship selling involves which two in its focus on long-term customers?
mutual respect trust
What is most essential in relationship selling?
mutual respect and trust
________ can be achieved with newspapers by advertising in the Wall Street Journal or USA Today.
national reach
Amazon.com can sell a lot of books online because consumers _____.
need product information not necessarily prepurchase trial
maturity stage
new retail forms enters the market, stores try to maintain their market share, and price discounting occurs
Competing messages, lack of clarity in a message, or even printing mistakes can create problems that prevent effective communication, so they are called ________.
noise
If a salesperson used so much industry jargon that a prospective buyer was unable to understand the message properly, the communication would fail because of ______.
noise
Direct selling is a form of _______ retailing.
nonstore
Vending machines are an example of
nonstore retailing
customer value, impact on the economy
not only do producers and consumers meet through retailing actions, but retailing also creates ______ and has a significant __________
What two are disadvantages of using direct mail and catalogs?
not perceived as "green" increasing production and mailing costs
reach
number of different people or households exposed to an ad
The best approach to promotion budgeting is ________, though it requires careful judgment.
objective and task
When marketers set promotion goals, determine the activities to accomplish them, and determine costs for these activities, they are using ________ budgeting.
objective and task
Introduction Phase
occurs when a product is introduced to its intended target market - create consumer awareness and stimulate trial
Introduction stage
occurs when a product is introduced.to intended target market -sales grow slowly, profit is minimal
Selling brand name merchandise at lower than regular prices by buying excess inventory at prices below wholesale prices is known as ______ retailing.
off-price
dialogue balloons
offer consumers the chance to fill in the dialogue of cartoon like stories; the story usually has to do with a product use situation; the idea is that the consumers will "project" appropriate thoughts into the balloons; supposedly, their true feelings will emerge
Sample
offer the product for free or at a greatly reduced price
What strategy is being employed by online retailers to combat the issue of customers leaving items in shopping carts without purchasing them?
offering consumers a comparison of competitors' offerings
Scrambled merchandising is ______.
offering several unrelated product lines in a single store
scrambled merchandising
offering several unrelated product lines in a single store
As a sales promotion, a premium is ______.
offering some type of merchandise for free or at significant savings
The characteristic that best describes personal selling is that it is ______.
often a face-to-face interaction
tracking studies
one of the most commonly used advertising and promotion research methods; they "track" the apparent effect of advertising and branded entertainment over time
Target market
one or more specific groups of potential consumers toward which an organization directs its marketing program
Which Linkedin profile is more likely to be viewed?
one that includes a clear, simple photo of the user
Paid search, display (banner) ads, classified ads, and video are all types of ________ advertising.
online
Walmart offers its ________ shoppers the ability to select Store Pickup, which is an example of overcoming a limitation of this form of retailing with a "bricks and clicks" strategy.
online
Cross Channel Shoppers
online consumer who researches products online and then purchases at a retail store (Reached through multichannel marketing)
drop shippers
or desk jobbers, are wholesalers that own the merchandise they sell but donot physically handle, stock, or deliver it
general merchandise wholesales
or full-line wholesalers, carry a broad assortment of merchandise and perform all channel functions
specialty merchandise wholesalers
or limited-line wholesalers, who offer a relatively narrow range of products but have an extensive assortment within the product lines carried
An insurance agent can provide a mix of plans to satisfy a buyer's needs depending on income, stage of the family's life cycle, and investment objectives, so this occupation is an example of a(n) ______.
order getter
An inside ________ answers simple questions and completes transactions with customers, while an outside one may visit customers to replenish inventory stocks of resellers.
order taker
Select the three broad types of personal selling.
order taking customer sales support order getting
Select the two primary characteristics that define advertising.
paid nonpersonal
Which two are types of online advertising?
paid search banner ads
Online retail purchases by consumers can be the result of several very different approaches, including going directly to online malls, paying dues to become a member of an online discount service, and
participating in an online auction
In the percentage of sales method of promotion budgeting, funds are allocated to promotion as a percentage of ______.
past or anticipated sales
Selective Exposure
paying attention to messages that line up with our attitudes ... and IGNORING those that don't line up.
share of voice
percent of the total advertising in a category spent by one brand (ex. automobiles and Ford); an advertising presence in the market
The ________ method for promotion budgeting is a simple approach, but may not correctly allocate funds that may be necessary when a product faces an actual or anticipated downturn.
percentage of sales
The primary function of missionary salespeople is to ______.
perform promotional activities and introduce new products
When a firm sends a direct e-mail to a customer, the firm might let the customer "opt-out" of the mailing list. This marketing practice is called:
permission marketing
Collectible toys portraying movie characters are given away free with the purchase of Happy Meals at McDonald's. These are called ______.
permiums
Ford Motor Company has found that consumers vary in regards to what they are looking for from an automobile. Ford uses ________ to address these different needs of customers in the retail environment.
personal selling
Higher levels of complexity, risk, and ancillary services for a product will result in the use of more ________ in the promotional mix.
personal selling
Intermediaries in the marketing channel benefit from ________ because they are provided marketing advice and expertise, in addition to information about allowed markup, merchandising support, and return policies.
personal selling
Which promotional element refers to a two-way flow of communication between a buyer and a seller, designed to influence the buyer's purchase decision?
personal selling
push strategy
personal selling and sales promotions play a large role in push strategy EX: brand name prescriptions
What two tactics would most likely be used by a firm when its product is in the growth stage of the product life cycle?
personal selling that solidifies the channel of distribution advertising that stresses brand differences
If you have a personalized yahoo! or Google page that loads in your browser as you log in, these firms likely built a strategy around _______ in order to know you better as a consumer.
personalization
The consumer-initiated practice of generating content on a marketer's website that is custom-tailored to an individual's specific needs and preferences is referred to as
personalization.
Customerization is the practice of not only customizing a product but also
personalizing the marketing and buying interaction for each customer.
The objective of competitive advertising is to ______ the target market.
persuade
growth stage
persuade the consumer to buy the product
Companies use ________ advertisements to tell people what a product is, what it can do, and where it can be found.
pioneering
During the early stages of a product's life cycle, ________ advertisements help a firm to achieve its primary objective to inform the target market.
pioneering
When an advertising campaign is first launched for a new product, which type of advertisements would be most appropriate given that the target market knows little about the product yet?
pioneering
Which form of advertising is especially important in the introductory stage of a product's life cycle to explain what it is, what it can do, and where it can be found?
pioneering
match the three forms of product advertisements with the correct description
pioneering -tells people what a product is, what it can do, and where it can be found. competitive -promotes a specific brands geatures and benefits reminder -reinforces a consumers previous knowledge of a product
Wells Fargo is one of the best-run banks in the United States. It reaches retail customers through 8,700 stores, a worldwide network of 13,000 ATMs, and its online banking service. Which utility does Wells Fargo best provide?
place
The Internet allows consumers to access information on-demand about products. This is an example of which kind of marketing utility?
place and time
A serious issue for online retailers is that nearly two-thirds of online shoppers ______.
place items in their shopping cart but then leave the site without purchasing
As a result of legislation, consumers who do not want to receive telephone calls related to company sales efforts can
place their telephone numbers on the National Do Not Call Registry.
position
placing their brand for their target
The focus of sales management includes ______ and ______. (Select two answers)
planning the selling program evaluating the personal selling effort
As a type of sales promotion, ______ have the ability to influence you at the instant you are noticing different products in your supermarket aisle.
point of purchase displays
When a test ad is placed with a group of other ads and stories for a consumer to examine, and then the subjects are asked for their impressions of the ads, it is known as a ________ test.
portfolio
Enterprise car rental agency differentiates itself from other similar agencies by providing a delivery service. This delivery service is particularly valuable to someone who has been left stranded without transportation. By making it easy to rent temporary transportation, Enterprise is emphasizing which utility?
possession
tv home shopping
possible when consumers watch a shopping channel on which products are displayed then order the product over the phone or internet
Aided recall and sales tests are two common approaches to ________.
posttesting
Following the execution of an advertising program, the marketer then must assess it. This is typically accomplished with ______.
posttesting
For a new Madden video game, EA Sports decides to have Patrick Mahomes on the cover and run an ad campaign on ESPN. After the advertisement has run, EA Sports asks ESPN viewers if they recall the advertising and if it changed their attitudes about the product. What is this process called?
posttesting
In personal selling, the prospecting stage is the search for and qualification of ______.
potential customers
Products for which feature comparisons are important are more likely to be purchased online if _______ is not important.
pre-purchase trial
The stage of the personal selling process in which salespeople obtain additional information about a prospect and decide on the best method for an initial meeting is known as ______.
preapproach
A self-liquidating ________ is one in which the extra merchandise is offered at a savings over retail price but at a level that covers the cost of the item.
premium
When a cereal's packaging includes mention of a free toy placed inside the cereal box, this is an example of a ______.
premium
An off-________ retailer is one that offers an inconsistent assortment of brand name merchandise at low prices.
price
Recently, much of the western United States experienced drought conditions and water usage was restricted in Denver. Yet, even though most people used less water, the price of water did not drop. When the drought was declared over, the water company raised water prices. However, the residents of Denver did not use less water. Here, water is
price-inelastic Demand is price inelastic when a 1 percent decrease or increase in price produces less than a 1 percent increase or decrease in quantity demanded, thereby marginally decreasing or increasing sales revenue. Slight increases or decreases in price will not significantly affect the demand for water.
growth stage
primary promotional objective is to: persuade the consumers to buy that product instead of substitutes - gain brand preference and solidify the channel of distribution
Facebook's recent disclosure about a data breach is one aspect of the convergence of real and digital worlds that may increase concerns about ______.
privacy
The job of an order-taker is to ______.
process routine orders for products that were already sold by the company
Among popular purchases online, one category includes items like computers, consumer electronics, and books for which
product information is an important part of the purchase decision, but prepurchase trial is not necessarily critical.
Bayer Aspirin is sold in the original strength, in a safety-coated version, in an extra-strength version, and in a version designed especially for women. Bayer is using a ________ strategy.
product line extension Bayer is using product line extension, the practice of using a current brand name to enter new market segments in its product class.
For Coca-Cola, the appearance of its products on the TV show American Idol is an example of ______.
product placement
Placing a branded product in a scene of a video game is an example of which type of sales promotion?
product placement
The main purpose of the LinkedIn site is ______.
professional networking and job searching
Zaltman Metaphor Elicitation Technique (ZMET)
projective in nature; claims to draw out people's buried thoughts and feelings about products and brands by encouraging participants to think in terms of metaphors (defining one thing in terms of another)
Advertising, personal selling, and public relations are part of the ______ element of the marketing mix.
promotion
The order in which each promotional tool is introduced and the frequency of its use during the campaign is set by a ______ schedule.
promotion
Advertising, personal selling, public relations, sales promotion, and direct marketing are the five elements of the ______.
promotional mix
Although personal selling is an essential part of many firms' ________, it is more than just a communication tool.
promotional mix
Coupons, deals, contests and sweepstakes, directed at the ultimate consumers, used to support a company's advertising and personal selling are forms of sales
promotions
The stage of the personal selling process in which potential customers are searched for and qualified is known as ______.
prospecting
single-source data
provides information from individual households about brand purchases, coupon use, television advertising exposure by combining grocery store scanner data with TV-viewing data from monitoring devices attached to the households' televisions, and increasingly search data from internet tracking software
Which activity exemplifies user-generated content?
providing an online rating and comments for a product or service
In what ways do salespeople add value for customers? (Select all that apply)
providing follow-through after the sale identifying creative solutions to problems easing the buying process
Magazines such as Condé Nast Traveler, Field & Stream, Golf Digest, and Fitness focus on how people live their lives, and thus all use a ________ segmentation strategy.
psychographic Psychographic segmentation is based on some subjective mental or emotional attributes (personality), aspirations (lifestyle), or needs of prospective customers. These magazines are designed to appeal to people who enjoy certain lifestyles.
Publicity is considered to be integral to which part of the promotional mix?
public relations
Publicity, lobbying efforts, and press conferences are some of the tools used in ______.
public relations
What promotion element plays the least important role in the postpurchase stage?
public relations
Which promotional element is a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers and others about a company and its products, using tools like special events, lobbying, and press conferences?
public relations
Lack of control over the firm's message is a disadvantage of using ________ as the primary element of a firm's promotional campaign.
publicity
News stories, editorials, and announcements about organizations, goods, and services are examples of ______.
publicity
When the manufacturer directs the promotional mix at ultimate consumers to encourage them to ask the retailer for a product, and the retailer then orders it from a wholesaler, it is known as a(n) ________ strategy.
pull
hierarchy of effects: trial
purchase and use
How often the product is bought
purchase frequency
Personal selling will take on a dominant role for firms using a(n) ________ strategy.
push
The two channel strategies used by a manufacturer to assist in moving a product through the channel of distribution are the ______ strategies.
push and pull
Television and radio stations refer to their reach using the term ______.
rating
The percentage of households in a market that are tuned to a particular TV show or radio station is known as the ______.
rating
The number of different people or households exposed to an advertisement is known as ______.
reach
Procter & Gamble repositioned its Old Spice antiperspirant brand from a deodorant your grandfather might use to a strong, hip antiperspirant through commercials that showed the target market of 18- to 30-year-old men advocating its use. P&G used this product repositioning strategy with its Old Spice brand antiperspirant to
reach a new market. P&G, maker of Old Spice, saw that younger men had no memory of the Old Spice brand and were willing to try it.
A ______ is a sales promotion strategy in which the buyer can be refunded a portion of the purchase price from the manufacturer.
rebate
Apple offered to return $100 to consumers who purchased an Apple computer and a printer during a three-month promotional period. Consumers provided proof of purchase in exchange for a ______.
rebate
"Slippage," or failure to redeem, is less likely to occur with frequent users of ________ as well as online consumers.
rebates
hierarchy of effects: awareness
recognize or remember the brand
Select the activities that are part of sales management. (Select all that apply)
recruiting and training salespeople evaluating the performance of individual salespeople
markup
refers to how much should be added to the cost the retailer paid for a product to reach the final selling price
cost per thousand (CPM)
refers to the cost of reaching 1,000 individuals or households with the advertising message in a given medium
breadth of a product line
refers to the variety of different items a store carries
trial usage
reflects actual behavior and is commonly used as an advertising objective; encourages the consumer to try a brand
A ______ may have 50 to 150 stores with two or three anchor stores, while a ______ is a huge shopping strip with multiple anchor stores and a supermarket.
regional shopping center; power center
The primary promotional objective in the maturity stage of a product's life cycle is to ______.
remind and generate loyalty
hierarchy of effects: adoption
repeated purchase
selling agents
represent a single producer and are responsible for the entire marketing function of that producer
top-of-the-mind awareness
represented by the brand listed first when you are asked to name some companies in a certain industry or category
retail life cycle
represents the changes in a retailer's market share of profit over time
The FCC recommends that firms conduct market __________t , Incorrect Unavailable to eliminate possible bias related to judgments about some population segments as they identify their target audience for advertising.
research
Studies show that automobile shoppers spend an average of 11 hours ________ before setting foot in a showroom.
researching cars online
The feedback loop consists of two elements—feedback and ______.
response
The description of the stages of growth and decline for a retail outlet is called the ______.
retail life cycle
Retail outlets, like products, experience the process of growth and decline, which is referred to as the
retail life cycle.
Form of ownership, level of service, and merchandise line are ways that ________ can be classified.
retail outlets
form of ownership, level of service, and merchandise line
retail outlets are classified based on
breadth and depth
retail outlets vary by their merchandise____ and _____ of the product line
Independent ownership, corporate chain, and contractual systems are the three general forms of ______.
retail ownership
breadth of a product line and value added
retail positioning matrix, positions retail outlets on two dimensions:
Five of the 40 largest businesses in the United States are
retailers
The set of activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family, or household use is referred to as ______.
retailing
Defining retail strategy helps a firm to set which two of the following?
retailing mix store positioning
rack jobbers
retain the title to the products displayed and bill retailers only for the merchandise sold
Butler-McDonald, an Indianapolis firm, recycles outdated computers to reclaim reusable materials such as plastics, copper, zinc, silver, and gold. Butler-McDonald is implementing
reverse logistics Butler-McDonald is using reverse logistics to reclaim recyclable and reusable materials.
Bertie Bott's Every Flavour Beans was originally just a product in the Harry Potter book series, but it is now actually available for purchase. This is an example of ______.
reverse product placement
Interactive online advertising, also known as ________, often has drop-down menus, built-in games, or search engines to engage viewers.
rich media
In personal selling, an order taker typically processes what type of orders?
routine orders and reorders
Free samples and point-of-purchase displays are known as consumer-oriented _____ promotions.
sales
Which two would be considered customer sales support personnel?
sales engineers missionary salespeople
Free samples, rebates, sweepstakes, and contests are all examples of which promotional element?
sales promotion
Which promotional element is a short-term inducement of value offered to arouse interest in buying a good or service?
sales promotion
Which promotion tactic would most likely be used by a firm when its product is in the maturity stage of the product life cycle?
sales promotion to maintain loyalty
sweepstakes
sales promotions that require participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer
Coupons
sales promotions that usually offer a discounted price to the consumer, which encourages trial
Which are used exclusively as trade-oriented sales promotions rather than for consumers? (Select all that apply)
salesforce training cooperative advertising
A local coffee shop is giving out free mini-size brewed coffee to entice consumers to come in the shop and try its products. The giveaways are called ______.
samples
normative test scores
scores related to the average for a category of ads
When a retailer offers several unrelated product lines in a single store, it is referred to as____________merchasing.
scrambled
The modern drugstore carries food, camera equipment, toys, and pharmaceuticals, which is an example of ______.
scrambled merchandising
pull strategy
seeing demand from customers encourage to ask retailers for a product retailers order product from wholesalers thus the product is pulled through intermediaries
concept test
seeks feedback designed to screen the quality of a new idea, using consumers as the judge and jury; may be used to screen new ideas for specific advertisements or to assess new product concepts
communication test
seeks to discover whether a message is communicating something close to what the advertiser desired
heavy users, committed users, lead users
segmenting markets by a consumer's brand commitment or usage level; these are the names for the consumers who repeatedly use a product
geographic segmentation
segmenting markets by region of a country or the world
Geographic segmentation 2
segmenting markets by region of a country or the world, market size, market density, or climate
When advertising agencies, trade associations, and marketing organizations develop standards to control potentially deceptive promotions tactics, they are engaged in ______.
self regulation
In the evaluation of media, the degree to which a person shares his or her thoughts, feelings, likes and dislikes is termed ______.
self-disclosure
The three commonly used terms to describe levels of service in retailing are
self-service, limited-service, and full-service
If a small specialty retail shop wants to increase its business, the cheapest and quickest way to improve accessibility for customers would be to _____.
sell its products on an auction website like eBay
What are the two major types of agents used by producers?
selling agents manufacturer's agents
What two are advantages of using direct mail and catalogs?
serves as an element of multichannel marketing fast and convenient for the customer
Which activity takes place once the design of the promotional program is complete?
set the promotion schedule
Found in almost every product category, ______ appeals suggest to the audience that the product will increase the attractiveness of the user.
sex
The contemporary women's clothing store Bebe designs its advertising to "attract customers who are intrigued by the playfully sensual and evocative imagery of the Bebe lifestyle." This company uses what type of advertising appeal?
sex
Convenience, cost, and choice are among the reasons that consumers
shop and buy online.
Because many retailers believe that sales are affected by store layout, color, lighting, music, and scent, it leads them to use ______ to influence shopping behavior in a store.
shopper marketing
The use of displays, coupons, product samples, and other brand communications to influence shopping behavior in a store is termed ______.
shopper marketing
A(n) ________ is a website that searches the Internet for a product specified by the consumer and provides a report on the locations of the best prices available.
shopping "bot"
automatic vending, direct mail and catalogs, tv home shopping, online retailing, telemarketing, direct selling
six common forms of nonstore retailing
truck jobbers
small wholesalers that have a small warehouse from which they stock thier trucks for distribution to retailers
Known to scientists as "mirror worlds" a ___________ system is a technology- and data-based network that triggers actions by sensing changes in the real or digital world.
smart
Trends arise from what 5 sources?
social economic Technological competitive regulatory
The use of social networks in the context of e-commerce transactions is referred to as ______.
social commerce
When a consumer makes an online purchase directly through social media without using a company's website, it is considered
social commerce.
Social media represent a unique blending of technology and ______.
social interaction
influentials
social media deliberately seek to ensure that the message does not end with an individual receiver they reach out to active users to promote the brand or a certain product by telling it to their friends or their followers.
The use of social network services and websites by consumers to share their latest purchases, deals, product reviews, and other shopping finds with friends and contacts is referred to as ______.
social shopping
direct selling
sometimes called door-to-door retailing, involves direct sales of goods and services to consumers through personal interactions and demonstrations in their home or office
If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the _______ in the communication process.
source
In the marketing communication process, the ______ refers to the company or person who has information to convey.
source
Electronic junk mail or unsolicited e-mails is also called
spam
Two-thirds of all e-mail messages in the world are unsolicited, making them
spam
category killers
specialty discount outlets that focus on one type of product at very competitive prices
European Foods Inc is a full-service wholesaler that serves the greater metropolitan area of a large U.S. city. It specializes in high-end food imported from Europe. European Foods is a ______.
specialty merchandise wholesaler
Both single- and limited-line stores that carry a tremendous depth of merchandise are often referred to as ______.
specialty outlets
Limited- and single-line stores are often referred to as A. specialty outlets.
specialty outlets
Which type of store carries a deep assortment of a single line or a few related lines of items?
specialty outlets
advertising plan
specifies the thinking, tasks, and timetable needed to conceive and implement an effect advertising effort
Which step in developing advertising is most helpful in selecting media and evaluating a campaign?
specifying advertising objectives
Identify two advantages of using coupons and samples as sales promotions.
stimulates demand encourages tria
general merchandise stores
stores that carry a broad product line, with limited depth
limited-line stores
stores that carry a considerable assortment of related line of items
single-line store
stores that carry tremendous depth in one primary line of merchandise
Popular online is ________ commerce, which involves the payment of a fee to have products and services delivered on a recurring schedule.
subscription
sex appeals
suggest to the audience that the product will increase the attractiveness of the user
fear appeals
suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product
The U.S. version of the hypermarket, a somewhat smaller retail outlet, is the ______.
supercenter
Walmart and Target have successfully implemented a retail concept known as the ________, which is a combination of a full-size grocery store and a typical merchandise store.
supercenter
IRI BehaviorScan
supplier of single-source data testing
Unlike a contest sales promotion, ___________ do not require consumers to do anything other than buy a ticket or fill out a form for a chance to win some type of prize.
sweepstakes
cash and carry wholesalers
take title to merchandise but sell only to buyers who call on them, pay cash for merchandise, and furnish their own transportation for merchandise
In this age of digital technology, what have the vast majority of consumers done to protect themselves from issues related to privacy?
taken steps to remove or mask their digital data
In order for an advertising program to succeed, the advertiser must accurately and effectively identify its ___________ audience.
target
Because it influences all aspects of the advertising program, it is essential to understand the needs and characteristics of the ______ if the advertising program is to be successful.
target market
When a firm uses several people like a salesperson, a sales engineer, and a service representative to satisfy the various interests within a customer's buying center, it employs _________ selling.
team
A form of nonstore retailing known as__________involves using the telephone to interact with and sell directly to consumers.
telemarketing
Which are forms of nonstore retailing? (Select all that apply)
telemarketing automatic vending direct mail
Which advertising option reaches more than 96 percent of all households, both in their homes and outside of homes in places such as bars, fitness centers, or airports?
television
recognition tests
tests in which audience members are asked if they recognize an ad or something in an ad; these are the standard cognitive residue test for print ads and promotion
recall tests
tests of how much the viewer of an ad remembers the message; they are used to measure the cognitive residue of the ad; most commonly employed tests in advertising
thought listing (cognitive response analysis)
tests of knowledge, cognitive impact and to a lesser degree feelings and emotions; conducted in-house or obtained from a commercial-testing service; interested in the thoughts that an ad or promotion generates in the mind of the audience
Todd Harris and Associates, a New York sales promotion agency, discovered from an analysis of its files that one-quarter (or 25 percent) of its clients generated more than three-quarters (or 75 percent) of its fees and commissions. This is an example of what concept?
the 80/20 rule The 80/20 rule is a concept that suggests 80 percent of a firm's sales are obtained from 20 percent of its customers. The percentages in the 80/20 rule are not really fixed at exactly 80 percent and 20 percent, but they suggest that a small fraction of customers provides most of a firm's sales.
One advantage of using ______ to shop compared to ______ is that it is much easier to comparison shop for the best price.
the Internet; retail stores
One of the greatest marketspace opportunities is
the ability of interaction between the consumer and the manufacturer before the product is even created
Category management is a retailing approach that aims to manage ______.
the assortment of merchandise in a store
recognition
the audience members indicate that they have seen an ad before
The marketing metrics related to a retailer's products or merchandise include all of the following except which?
the average length of a store visit
In advertising, frequency is ______.
the average number of times a person in the target audience is exposed to a message or advertisement
frequency
the average number of times a person in the target audience is exposed to a message or advertisement
maturity stage
the battle for market share is usually fought before the _____ stage and some competitors drop out of the market
In the navigation of a website, the eight-second rule refers to ______.
the belief that customers will abandon their efforts if downloads exceed this time
Multichannel marketing refers to
the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and online.
multichannel marketing
the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online
What prevents consumers from extensively commenting about a brand on Twitter?
the character limit imposed on tweets
Which should be assessed by a brand manager in the selection of social media networks for marketing purposes? (Select all that apply)
the characteristics of the visitors to the website the number of visitors to the website
competitive field
the companies that compete for a segment's business
First and foremost, when choosing social media content, it is important to identify ______.
the content's intended purpose
Which are factors that are commonly considered in the initial selection of media? (Select all that apply)
the cost the media habits of the target audience the product attributes
Maintained Markup
the difference between the final selling price and retailer cost
Maintained Markup aka gross margin
the difference between the final selling price and retailer cost
resonance test
the goal is to determine to what extend the message resonates or rings true with target audience members
response
the impact the message had on the receivers knowledge, attitudes, or behaviors
business markets
the institutional buyers who purchase items to be used in other products and services or to be resold to other businesses or households
omnichannel retailing
the integration of various retail channels
physiological assessment
the interpretation of certain biological feedback generated from viewers who are exposed to an ad; has advanced devices such as MRIs and PT scans, but its overall value is still quesitionable
brand platform
the key idea on which the brand rests
positioning strategy
the key themes or concepts an organization features for communicating the distinctiveness of its product or service to the target segment
account executive
the liaison between an advertising agency and its clients; the nature of this job requires excellent persuasion, negotiation, and judgment skills in order to both successfully alleviate client discomfort and sell highly effective, groundbreaking ideas
A disadvantage of using television advertising, especially on broadcast networks is ______.
the likelihood of wasted coverage
consumer markets
the markets for products and services purchased by individuals or households to satisfy their specific needs
brand switching
the most competitively aggressive objective; designed to encourage customers to switch from their established brand
connection
the network of linkages between a company's site and other sites
In advertising, reach is ______.
the number of different people or households exposed to an advertisement
An influencer on social media can be identified based on ______.
the number of followers the person has
Select two of the major roles that personal selling serves in a firm's overall marketing effort.
the only personal contact a customer may have with the firm a means to satisfy the needs of both buyers and the firm in an exchange
In advertising, rating is ______.
the percentage of households in a market that are turned to a particular TV show or radio station
niche marketing
the practice of narrowly targeting a relatively small segment of a market in which the consumers are typically willing to pay a premium price for the brand
Customerization
the practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer
enviornmental scanning
the process of continually acquiring information on events occurring outside the organization to identify and interpret potential trends
encoding
the process of having the sender transform an idea into a set of symbols
direct channel
the producer and the ultimate consumers deal directly with each other
Retail pricing, store location, merchandise, and retail communication are elements of ______.
the retailing mix
retail pricing, store location, retail communication, and merchandise
the retailing mix includes
accelerate development
the second stage of the retail life cycle, both market share and profit achieve their greatest growth rates
data analytics
the second trend in retailing involves the increasing use of _____, which can benefit retailers in different ways
In the communication process, how does encoding occur?
the sender transforms the idea
heirarchy of effects
the sequence of stages a prospective buyer goes through before buying a product
heirarchy of effects
the sequence of stages a prospective buyer goes through before buying a product (awareness, interest, evaluation, trial, adoption)
permission filtering
the solicitation of a consumers consent to receive e-mail and advertising based on personal data supplied by the consumer
online consumer
the subsegment of all internet users who employ this technology to research products and services and make purchases
Fixed Cost
the sum of the expenses that are stable and do not change with the quantity of a product that is produced and sold
ethnocentrism
the tendency to view and value things from the perspective of one's own culture
self-reference criterion (SRC)
the unconscious reference to one's own cultural values, experiences, and knowledge as a basis for decisions
1. understanding how consumers use multiple channels, information sources, and payment options can help retailers predict shopping behavior 2. detailed customer-specific data will allow merchants to provide personalized real-time messaging and promotions 3. tracking consumers needs allows retailers to offer innovative products, maintain optimal inventory levels, and manage prices to remain competitive and profitable
the use of data analytics can benefit retailers in atleast 3 ways
Social commerce is ______.
the use of social networks for browsing and buying products
Social commerce is
the use of social networks for browsing and buying products.
Pretests for advertising can take several forms, including portfolio tests, jury tests, and ______ tests.
theater
Pretests for advertising can take several forms, including portfolio tests, jury tests, and ______ tests.
theatre
manufacturer's agents and selling agents
there are 2 major types of agents used by producers
switchers, or variety seekers
these consumers often buy what is on sale of choose brands that offer discount coupons or other price incentives; a costly segment; come and go consumers
Rack Jobber
they furnish the racks and shelves that display merchandise in retail stores, perform all channel functions, and sell on consignment to retailers, which means that they retain the title to the products displayed and bill retailers only if the merchendise is sold.
timing of the markdown
this is extremely important as it greatly affects sales
Performance measures for social media marketing programs can be divided into which two categories?
those linked to inputs or costs those tied to the outputs or revenues
CPA
ties loosely to actual sales—for example, paying $5 for every purchase that originates from an ad, say, on the Facebook site
The ability to shop over the Internet 24 hours a day, seven days a week, provides consumers with __________ utility.
time
A snack vending machine located in a university building creates both ________ utility
time and place The vending machine (a marketing channel) made the snack ready at the time and place it was needed.
The four utilities offered to consumers through retailing are
time, place, possession, and form
Dynamic pricing is most often used for _____.
time-sensitive items
Dynamic pricing is typically used for pricing
time-sensitive items such as airline seats.
positioning
to attempt to give a brand a certain meaning relative to its competitors
Factory and retail outlets are used for what purpose?
to clear excess merchandise at reduced prices
Hashtags are typically used by firms for which of these? (Select all that apply)
to create awareness among users
Which two are reasons why pretesting is conducted?
to determine whether the ad communicates the intended message to select among alternative versions of advertisements
Cooperative advertising
to encourage both quality and greater quantity in the local advertising efforts of resellers
Select the primary objectives of product advertisements. (Select all that apply)
to remind to inform to persuade
Deals are most commonly used as a sales promotion for which two reasons?
to retaliate against a competitor's actions to increase trial
Retailing includes all activities involved in selling, renting, and providing product and services ______.
to ultimate consumers
Allowances, cooperative advertising, and the training of distributor's salesforces are types of ________-oriented sales promotions.
trade
Sales tools used to support a company's advertising and personal selling directed to wholesalers, retailers, or distributors are known as ________-oriented sales promotions.
trade
Within the communication process, encoding could best be described as ______.
transforming ideas into symbols
Messages on the interior and exterior of buses, subway and light rail cars, and taxis are known as ______.
transit advertising
descriptive research
trying to find the frequency in which something occurs or the extent of a relationship between two factors
Personal Selling
two-way (generally face-to-face) flow of communication between buyer and seller
Interactive marketing is the activity that involves ____ communication between ____ and _____ in a ____ computerized environment
two-way; buyer; seller; mediated
"What ads do you remember seeing yesterday?" is a question most likely asked during which type of post-testing?
unaided recall
Scrambled Merchandising
unrelated products in a single store. EX: CVS, Walgreens
Some Timex wristwatches can be purchased for less than $30 while Rolex wristwatches may carry a price tag of several thousand dollars. In general, consumers view Timex watches as being dependable, relatively accurate, and inexpensive timepieces that can be purchased in drugstores, discount stores, and department stores. The Rolex brand is perceived as an expensive status symbol distributed in fine jewelry stores or specialty shops. By using distinctly different pricing and distribution strategies, the marketers of Rolex watches
use a differentiation positioning strategy. Differentiation positioning involves seeking a less-competitive, smaller market niche in which to locate a brand. Both the Timex and the Rolex wristwatches will satisfy consumers' basic need to know the time of day. However, how consumers think of Timex (dependable, relatively accurate, and inexpensive) is very different from that of Rolex (an expensive status symbol).
Social shopping focuses on the ______.
user or buyer shopping experience
Any form of online media content that is publicly available and created by consumers or end users is referred to as ______.
user-generated content
Which two terms are sometimes used interchangeably with the term "social media"?
user-generated content Web 2.0
telemarketing
uses the telephone to interact with and sell directly to consumers
STP marketing
using segmentation, targeting, and positioning together; a marketing strategy employed when advertisers focus their efforts on one subgroup of a product's total market
frame by frame test
usually employed for ads where the emotional component is seen as key, although they may also be used to obtain thought listing as well; these tests typically work by getting consumers to turn dials (like/dislike) while viewing television commercials in a theater setting
The __________ provided by retailers create value for consumers.
utilities
time, place, form, possession
utilities offered by most retailers
Salespeople at Medtronic, Inc., makers of heart pacemakers, are in the operating room for more than 90 percent of the procedures performed with their product and are on call 24 hours a day. This is an example of how salespeople provide ________ for customers.
value
When assessing an advertisement's impact with pretesting, the advertiser is most likely measuring whether or not the _______.
various elements in the proposed ad match the intended message
A digitally enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking websites and blogs is called ______ marketing.
viral
Many company websites encourage user-to-user communications hosted by the company to create Blank 1 of 1 communities. This design element is popular because it has been shown to enhance customer experience and build favorable buyer-seller relationships. (Enter one word in the blank.)
virtual
When Coca-Cola creates a website within its website called MyCoke.com where consumers can create a profile, and exchange thoughts, ideas, and more among themselves, it has developed what is called a __________.
virtual community
Showrooming is the practice of a consumer
visiting a retail store to inspect merchandise but then purchasing online.
A type of off-price retailer that operates very large stores with ultra-low prices but that charges customers an annual membership fee is a ______.
warehouse club
The eight-second rules refers to a time restriction for
website downloads.
Online shopping differs from retail shopping because a larger percentage of it happens during the
week.
discretionary income
what is left after paying taxes and necessities (food, housing, clothes, transportation and health care)
The description of how new forms of retail outlets enter the market is referred to as the
wheel of retailing.
introduction stage
when a product is introduced to its intended target market
situation analysis
where the client and agency lay out the most important factors that define the market and consumer situation, and then explain the importance of each factor
demographic segmentation
widely used in selecting target segments and includes basic descriptors such as age, gender, race, marital status, income, education, and occupation
manufacturer's agents
work for several producers and carry noncompetitive complementary merchandise in an exclusive territory
One problem in the interstate trucking industry is the number of trucks that return empty after making a delivery. There is a website where independent interstate truckers can look for loads to carry on their return trips, known as backhauls. Because the trucks would normally return empty, truckers who use this website to generate business they would not have had otherwise receive a reduced shipping rate. This reduced rate for a backhaul is an example of
yield management pricing Yield management pricing is the charging of different prices to maximize revenue for a set amount of capacity at any given time. This yield management pricing benefits independent truckers because they can obtain some revenue from carrying loads in trucks that would otherwise be empty, enabling them to increase revenue on return trips that would otherwise be zero.
Which of the following are reasons consumers cite for engaging in webrooming?
Gaining immediate possession of a product Avoiding shipping costs
cost per thousand
(CPM) is the cost of reaching 1,000 individuals or households
What two outcomes would be considered part of the feedback loop in the communication process?
- A consumer uses a used car as a result of their interaction with a sales person. (ex. of a response) - A retailer notices a increase in sales following its purchase of advertising in Sunday's paper. (ex. of feedback)
Match the following factors are considered in setting an advertisement schedule with the correct description.
- Buyer turnover => How often new buyers enter the market to buy the product - Purchase frequency => How often the product is bought - Forgetting rate => The speed with which buyers forget the brand without advertising
Select two characteristics of apps.
- They run on smartphones and tablets. - The are small, downloadable software programs
What two questions must be answered for the development of the promotional program?
- When should the promotion be run? - Who is the target audience?
magazines
- advantage is that there is a great number of special interest publications that appeal to narrowly defined segments - disadvantage cost, but many national publications have regional and metro editions that lower overall cost
direct mail
- eliminate the cost of a store - improve marketing efficiency through segmentation and marketing - catalogues serve as an element of multi channel marketing encouraging consumers to visit a website or store
What factors need to be considered when selecting social media content? (Select all that apply)
- how the content can best be conveyed - the characteristics of the market segment to be reached - the content's intended purpose
Select two of the steps in the development of an ad campaign.
- identify the target audience - specify advertising objectives
Developing an IMC Program
- identify the target audience - specify the promotion objectives - setting the budget - select the right promotional tools - design the promotion - schedule the promotion
Communication
- marketer-to-consumer email notification - consumer-to-marketer buying and service requests - cosumer-to-consumer chat rooms, instant messaging, social networking -Viral marketing a promotional strategy that encourages forwarding marketer-initiated messages to others via e-mail, social networking, etc...
Promotional effort to audience
- mass media: buyers of consumer products in which the number of buyers is potentially large - personal selling: buyers shopping in a retail store - direct marketing: used to encourage first-time or repeat purchases
Assessing an IMC program
- posttest the promotion - make the changes needed
Implementing an IMC program
- pretest the promotion - carry out the promotion
Which are types of advertising media? Multiple select question.
- radio - magazine
What two elements are likely to be used in promotion during the prepurchase stage of the consumer buying decision?
- samples that provide a low-risk trial - advertising that informs the buyer of the existence of the product and the seller
communication errors
- source may not adequately transform the abstract idea - a message may be sent through the wrong channel - the receiver may not properly transform the message - the message may be delayed or distorted
Which two trends are influencing newspapers today?
- the growth in online newspapers - a dramatic decline in circulation
Select the elements that are part of the communication process. (Select all that apply)
-a channel -decoding -a receiver
Select the elements that are considered part of the promotional mix. (Select all that apply)
-advertising -direct marketing -sales promotion
Control
-consumers want control over their online shopping behaviors as they: -seek information and evaluate alternatives -makes purchase decisions on their own time
Loyalty Program
-encourage repeat purchases -advantage: help create loyalty -disadvantage: high cost company
High involvement
-informational ads that promote trust -personal selling -what about cognitive dissonance?
Mobile Marketing
-interactive messaging options used to communicate through mobile devices
Blog
-is a contraction of "web log" -a web page that serves as a publicity accessible journal and online forum
price-comparison searches
-scan bar/QR codes
five stages that prospective buyer goes through
1. Awareness => The consumer's ability to recognize and remember the product of brand name. 2. Interest => An increase in the consumer's desire to learn about some of the features of the product or brand. 3. Evaluation => The consumer's appraisal of the product or brand on important attributes. 4. Trial => The consumer's actual first purchase and use of the product or brand. 5. Adoption => Through a favorable experience of the first trial, the consumer's repeated purchase and use of the product or brand.
Evaluation of advertising is usually done when? (Select all that apply)
1. Before a campaign 2. After a campaign
Which are methods of setting a budget for promotion? (Select all that apply)
1. Competitive parity 2. Objective and task 3. All you can afford
Promotion in the prepurchase stage is meant to ______ and ______. (Select two answers)
1. inform the consumer 2. induce a low-risk trial
Central Ice Machine Co. is located in Omaha, Nebraska, and sells Frick, Sullair, York, and Fes Fuller ammonia refrigeration parts. The company ships these parts using FOB origin pricing. Which of the following statements about the shipment of a Frick reciprocating compressor is most accurate?
A buyer in Albany, New York, will pay significantly more shipping charges than a buyer in Lincoln, Nebraska. FOB origin pricing usually involves the seller's naming the location of this loading as the seller's factory or warehouse. The buyer is responsible for all the transportation costs. Buyers farthest from the seller face the big disadvantage of paying the higher transportation costs. With FOB origin pricing, Central Ice Machine will not pay any shipping costs.
Wheel of retailing
A concept that describes how new forms of retail outlets enter the market
What is the premise behind influencer marketing?
A consumer's purchases are often influenced by the views, opinions, and behavior of others.
Hypermarket
A form of scrambled merchandising, which consists of a large store (more than 200,000 square feet) that offers everything in a single outlet, eliminating the need for consumers to shop at more than one location.
Which of the following is true of webrooming and showrooming?
A larger percentage of online consumers have engaged in webrooming than showrooming.
Retail positioning matrix
A matrix that positions retail outlets on two dimensions: breadth of product line and value added, such as location, product reliability, or prestige.
magazines
Advantages: can target specific audiences, high-quality color, long life ad; ads can be clipped and saved; can convey complex information
Consumer behavior
Advertisers must keep consumers interested and coming back. Advertisers need to understand consumer behavior- processes and activities of people who purchase and use goods/services to satisfy their needs/wants.
Relationship between marketing activities and the way consumers behave
Advertisers must understand in order to communicate messages successfully "Right message to right people"
IMC Promotional Elements
Advertising Promotional mix public relations sales promotion direct marketing
Everyday fair pricing
Advocated by retailers that may not offer the lowest price but try to create value for customers through service and the total buying experience.
Manufacturers' agents or manufacturers' representatives
Agents who work for several producers and carry noncompetitive, complementary merchandise in an exclusive territory.
Retailing
All activities involved in selling, renting, and providing products and services to ultimate consumers for personal, family, or household use.
Online retailing
Allows consumers to search for, evaluate, and order products through the Internet.
If the "stickiness" of a company website increased due only to more print and electronic media advertising (no website changes were made), which variable is most likely responsible for the increased "stickiness"?
Average visits per unique monthly visitor
Which are disadvantages of using coupons as a sales promotion?
Coupons are more costly than just their face value. Consumers could delay purchase until a coupon becomes available.
Aggregators
Crawl the Web to find deals to list on their own sites
Which retailer would most likely be considered a category killer?
Barnes and Noble
________ occurs when a marketer uses information from cookies to direct online advertising to online shoppers whose profiles suggest they would be interested.
Behavioral targeting
LinkdIn
Best for recruitment, retention, and industry collaboration -make connections, find jobs and business opportunities -review profiles -enable advertisers to reach target market -position business as BEST place to work in the industry
Specialty outlets
Both limited- and single-line stores are often referred to as ________
Accelerated development
Both market share and profit achieve their greatest growth rates. Usually multiple outlets are established as companies focus on the distribution element of the retailing mix. In this stage, some later competitors may enter. The key goal for the retailer in this stage is to establish a dominant position in the fight for market share.
Twitter/Brand Buzz
Brand managers generate brand buzz by developing an official twitter profile, recruiting followers, and showing photos of their products
Twitter/Brand Buzz
Brand managers generate brand buzz by developing an official twitter profile, recruiting followers, and showing photos of their products -best for consumer insights, consumer service, and real time communication
________ of product line refers to the variety of different items in different categories that a store carries.
Breadth
Creating Brand Loyalty
Breaking habits- encouraging trial of new brand Acquiring Habits- teaching consumers to repurchase their brand or repatronize establishment
Maintained markup or gross margin
By the time the product is sold, retailers end up with a _________. The difference between the final selling price and retailer cost is the _________ , which is also called the ______.
Which of the following are recommended for effective use of multichannel marketing?
Channels should convey a consistent customer experience. Channels should be mutually reinforcing.
When Netflix suggests to consumer possible movies they might like, it is a result of which Internet mechanism?
Collaborative filtering
Which of the following are among the seven design elements for website design?
Communication Community Connection
__________ is the way a good website enables user-to-user communication.
Community
Intertype competition
Competition between very dissimilar types of retail outlets that results from a scrambled merchandising policy
Central Route of Persuasion
Consumers already in the market for a good or service are focused on features price and benefits and therefore are more researched in products
With respect to marketing utilities, the Internet affects time and place in which manner?
Consumers can buy products anywhere anytime, from anywhere.
Social media offers consumers less privacy and anonymity than does traditional media. Why is this a concern to consumers?
Consumers may fear that unethical outsiders will gain access to their information.
Peripheral route of Persuasion
Consumers not currently in the market but must have positive attitude toward an advertised product
Benchmark or signpost items
Consumers often use the prices of _________, such as a can of Coke, to form an overall impression of a store's prices.
Communication Error
Consumers were confused. There was no communication between the ADV and the PR branches. Both created campaigns, confused consumers. IMC was created to stop this.
Match the following elements of website design with the correct descriptions.
Context Site's layout and visual design Commerce Site's capabilities to enable commercial transactions Connection The degree that the site is linked to other sites Customization Site's ability to tailor itself to different users or to allow users to personalize the site.
can be used by a marketer to track the frequency of usage of a particular web site page by a particular consumer.
Cookies
Which are social media performance measures linked to inputs or costs?
Cost per click Cost per action Cost per thousand
Put the following social media performance measure that are linked to inputs or costs in order. Put the measure with the LEAST proven exposure or response from the viewer at the TOP.
Cost per thousand Cost per click Cost per action
__________ can be found in the Valpak mailer and also at www.valpak.com; they provide discounts to consumers to encourage trial.
Coupons
Form of ownership
Distinguishes retail outlets based on whether independent retailers, corporate chains, or contractual systems own the outlet.
No, Ex. Taco Bell
Does liking an advertisement always translate into successful advertising?
Manufacturer's sales office
Does not carry inventory, typically performs only a sales function, and serves as na alternative to agents and brokers
possession utility
Doing whatever is necessary to transfer ownership from one party to another, including providing credit, delivery, installation, guarantees, and follow-up service.
Value added
Elements such as location, product reliability, or prestige
________ of advertising is done usually at two separate times: before and after the advertisements are run in the actual campaign.
Evaluation
Omnichannel retailing
Experts suggest this integration of various retail channels should be described with a new term ______
What does the individuality capability of the Internet mean?
Firms must treat their customers as individuals and empower them.
Source
First part of communication process in advertising. Sponsor of the advertisement; advertiser
Perception
First part of the consumer perception process. Information we receive through our five senses
Specialty discount outlets
Focus on one type of product, such as electronics, at very competitive prices.
When Ralph Lauren makes shirts to a customers exact preferences, what utility is provided?
Form utility
Limited-service wholesalers
Four major types exist: rack jobbers, cash and carry wholesalers, drop shippers (or desk jobbers), and truck jobbers.
Rack jobbers
Furnish the racks or shelves that display merchandise in retail stores, perform all channel functions, and sell on consignment to retailers, which means they retain the title to the products displayed and bill retailers only for the merchandise sold
Which two statements are true of Facebook?
Generates revenue from more than 2.5 million advertisers. 90 percent of its users live outside the United States and Canada.
Possession Utility
Getting a product to consumers so they can own or use it is accelerated
Among databases, which search engine is the most useful, indexing over 47 billion unique web pages?
Though it is not easy for many companies to achieve, ________ monitors online shopping behavior and applies statistical methods to measure the extent to which online advertising leads to store purchases.
Necessary in advertising
Great advertising engages consumers with the featured brand
Community
Harley Davidson
Direct mail and catalog retailing
Has been called "the store that comes to the door." - Can eliminate the cost of a store and clerks - Improve marketing efficiency through segmentation and targeting, and they create customer value by providing a fast and convenient means of making a purchase - Many catalogs now serve as an element of a multichannel strategy designed to encourage consumers to visit a website, a social media page, or even a store.
Of the following, which product/service category accounts for lowest percentage of online sales?
Health and personal care
1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Adoption
Hierarchy of effects stages
Which retailer uses everyday low pricing?
Home Depot
Trial samples, news releases, personal selling to intermediaries, and advertising to drive awareness and interest would most likely be a promotional mix used during which stage of the product life cycle?
INTRO
An extremely large machine for producing sheet metal from steel ingots would be classified as which kind of business product?
Installations Installations are expensive items such as buildings and fixed equipment like the large sheet metal-making machine.
marketing communications (IMC) is the coordination of all promotional activities to provide a consistent message across all audiences.
Integrated
What are the two capabilities of the Internet that promote and sustain customer relationships?
Interactivity and individuality
__________ companies, though they have origins online, sometimes add brick-and-mortar stores to enhance customers' experience.
Internet
Full-service retailers
Include most specialty stores and department stores and provide many services to their customers.
Brokers
Independent firms or individuals whose principal function is to bring buyers and sellers together to make sales. _____, unlike agents, usually have no continuous relationship with the buyer or seller but negotiate a contract between two parties and then move on to another task.
______ account for most of the retail establishments in the United States.
Independent retailers
Merchant wholesalers
Independently owned firms that take title to the merchandise they handle. They go by various names, including 'industrial distributor.' Most firms engaged in wholesaling activities are ______. _______ are classified as either full-service or limited-service wholesalers, depending on the number of functions performed.
Influence effect
Industry analysts refer to the complementary role of different communication and delivery channels as an _________.
______ marketing is the practice of focusing on the identification and recruitment of influential people to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers.
Influencer
An advantage of using magazines as an advertising medium is ______.
Its perception as being more "inspirational" than other media
Threats
Last letter in SWOT analysis, avoid disaster
Intermediaries
Match consumers with merchants
Which company now owns Linkedin?
Microsoft
Which of the following is a good example of how the Internet affects place utility?
One can buy books online from a foreign country and have them ship directly to their home.
consumers are the subsegment of all Internet users who employ this technology to research products and services and make purchases. (one word)
Online
________ are one type of off-price retailing in which merchandise is offered for 25 to 75 percent off in order to clear excess merchandise or to target value shopping consumers.
Outlet stores
Independent retailer
Owned by an individual
Difference between value and price
People hold value in higher regard. (ex. spending $30 on a pair of shoes that will last you 3 months or $60 on shoes that'll last a year)
Opinion leaders
People whose attitudes or beliefs are shared (think fashion or that if LeBron likes Nike I'll wear Nike)
PIONEERING - used in the introductory stage of the product life cycle - tell people what a product is, what it can do, where it can be found (TO INFORM) COMPETETIVE - promotes a specific brand's features and benefits comparative - shows one brand's strengths relative to those of competitors (TO PERSUADE) REMINDER - used to reinforce previous knowledge of a product (TO REINFORCE)
Product advertisements
What is a particular challenge for the coordination of a consistent promotional effort?
Promotional elements are often the responsibility of different departments.
Marketplaces
Provide a self-service advertising site
________ is a nonpersonal, indirectly paid presentation of an organization, good, or service.
Publicity
________ are often used for new products, as a way to get the product in the hands of the consumer at no risk to them.
Samples
price comparison searches
Scan product bar codes or QR codes and research 500,000 stores, synchronizing searches between your computer and your smartphone.
Message
Second part of communication process in advertising. The specific advertisement (Billboard, commercial, email)
Stimulus
Second part of the consumer perception process when something we perceive stimulates feelings
________ of media may depend on the habits of the target audience, the product attributes, or the cost.
Selection
Off-price retailing
Selling brand-name merchandise at lower than regular prices.
What does personalization mean in the context of integrated marketing?
Setting up a personal page on a marketer's website
Which two are among the most common advertising appeals?
Sex Fear
personal selling
The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision.
Data analytics
The "new science of retailing." The use of _____ can benefit retailers in at least three ways: 1. Understanding how consumers use multiple channels, information sources, and payment options can help retailers predict shopping behavior. 2. Detailed customer-specific data allow merchants to provide personalized, real-time messaging and promotions. 3. Tracking customer needs allows retailers to offer innovative products, maintain optimal inventory levels, and manage prices to remain competitive and profitable.
Shopper marketing
The use of displays, coupons, product samples, and other brand communications to influence shopping behavior in a store.
Retailing mix
The activities related to managing the store and the merchandise in the store, which include retail pricing, store location, retail communication, and merchandise.
Maturity stage
The battle for market share is usually fought before the _____, and some competitors drop out of the market. In this stage, new retail forms enter the market, stores try to maintain their market share, and price discounting occurs.
Multichannel marketing
The blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in the traditional marketplace and marketspace.
Decline stage
The challenge facing retailers is to delay entering the ______, in which market share and profit fall rapidly. To prevent further decline, retailers will need to find ways of improving the in-store experience and discouraging their customers from moving to e-commerce options.
"Mirror worlds" and "smart systems" are part of which trend in marketing's future use of social media?
The convergence of the real and digital worlds
________ is the result of a proliferation of interlinked social commerce technologies, algorithms, apps, and other elements.
The convergence of the real and digital worlds
Breadth of product line
The variety of different product items a store carries.
Receiver
The fourth and final part of communication process in advertising. The consumer who sees the message in the channel. If the message resonates with them, it makes them feed good about the brand and they buy the product.
Product-distribution franchises
The franchisor provides a few general guidelines and the franchisee is much more independent
Business-format franchises
The franchisor provides step-by-step procedures for most aspects of the business and guidelines for the most likely decisions a franchisee will face.
Central business district
The oldest retail setting, usually located in the community's downtown area.
Which two of the following contribute to the difficulty in accurately measuring the impact of multichannel marketing?
The large amount of data collected about all stages of the purchase decision process The task of assigning credit to various channels for their roles
Permission marketing
The solicitation of a consumer's consent (called "opt-in") to receive e-mail and advertising based on personal data supplied by the consumer.
'Early growth'
The stage of emergence of a retail outlet, with a sharp departure from existing competition. Market share rises gradually, although profits may be low because of start-up costs.
Depth of product line
The store carries a large assortment of each product item
Which of the following is a reason that a producer would use a manufacturer's branch to perform wholesaling activities?
There are no intermediaries to perform these activities.
Anchor stores
These large shopping areas (regional shopping centers) often contain two or three _______, which are well-known national or regional stores such as Nordstrom.
Category killers
These outlets are referred to in the trade as _______ because they often dominate the market. Example is Best Buy
Which of the following are true of online consumers?
They are likely to be younger than the general population. They are more affluent and better educated than the general population.
In what ways are influencers compensated? (Select all that apply)
They are paid outright. They are reimbursed for their expenses. They are given free products or services.
Channel
Third part of communication process in advertising. The medium you use to choose to use in releasing the message (ex. TV, radio, magazine)
Cognition
Third part of the consumer perception process when we understand our inputs (that smells good)
Agents and brokers
Unlike merchant wholesalers, _______ do not take title to merchandise and typically perform fewer channel functions. They make their profit from commissions or fees paid for their services, whereas merchant wholesalers make their profit from the sale of the merchandise they own.
The use of hashtags (#) to showcase product or brand content originated on ______.
When comparing the four major social media platforms, referral traffic from ______ is growing faster than any other social network.
______ can be a good form of communication for consumers and brands because of its short message length, ease of posting, receiving, and forwarding messages, and its convenience on a smartphone.
Full-service wholesalers
Two types of _____ exist. General merchandise (or full-line) wholesalers and specialty merchandise (or limited-line) wholesalers.
