marketing exam 3
Which is the best example of noise that originates with the receiver in the communication process?
Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness.
Which of the following is the most commonly used type of publicity-based public relations tool?
News release
Which of the following is the most commonly used channel for distributing business products?
Producer, organizational buyers
An advertising platform is the
basic issue or selling point that an advertiser wishes to include in an advertising campaign.
Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered
communication channels
The intangibility aspect of a service means that
consumers may have a problem evaluating service offerings.
In the distribution channel for Domino's Pizza, channel members are linked by legal agreements that spell out the obligations and rights of each member. This is an example of a(n) ____ vertical marketing system.
contractual
A common form of tactile communication in U.S. business activities is
handshake
A common form of tactile communication in U.S. business activities is
handshaking
Todd is developing a print advertisement for Aflac. He knows that the ______ is a critical component of the copy because _____.
headline; it is often the only part of the advertisement that is read
Services have six basic characteristics: intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and
heterogeneity.
when individuals behaviors are tracked from television sets to checkout counters using equipment provided by the marketer
single-source data
in contrast to industrial products, consumer products are often purchased because of...
social influences
All of the following are reasons a company would likely emphasize personal selling in its promotion mix except
the company's products are seasonal in nature
In most service industries, customer-contact employees are
the lowest-paid and least-trained employees
Lydia will sometimes take orders from customers, but her primary job is to assist retailers with restocking shelves, setting up displays, providing in-store demonstrates, and giving out free samples. Lydia is most like a
trade salesperson
Retailing is best characterized as
transactions in which the buyer intends to consume the product through personal, family, or household use.
Consumers are ________________likely to tell other people about a bad customer service experience compared to a good one.
two times more
Consumers are ________________likely to tell other people about a bad customer service experience compared to a good one.
two times more
Kawasaki places several motorcycles in "pods" in order to load them efficiently using forklifts. This system of materials handling is called
unit loading.
The best way to reduce overall distribution costs is to
use a total-cost approach to analyze and evaluate the entire system.
You are considering hiring an outside consultant to help you improve your services business. You believe your most pressing issue is how to maintain consistent quality in the delivery of your services. Your customer surveys suggest you need to work on this very important issue. Based on this, you should be looking for a consultant who has experience in dealing with the _______________ issue related to services.
heterogeneity
An advertiser that wanted to use a medium that allows for good reproduction quality, a long life to its message, demographic selectivity, and the ability to provide detailed information would likely choose
magazines.
To take advantage of the demand for toys leading up to Christmas, Toys 'R' Us sometimes opens _____ inside shopping malls that are only in operation for a few weeks and closes them again after the Christmas shopping season is over.
pop-up stores
Ollies' is a regional self-service retail store that sells name-brand electronics, tools, housewares, and sporting goods at low prices. Ollies' is an example of a a) department store. b) discount store. c) warehouse showroom. d) specialty store. e) superstore.
B
You and your marketing team are conducting a series of focus groups with potential customers of a new product your firm is launching next year. The purpose of these focus groups is to find out what potential customers consider most important in the selection and use of this new product. Which of the following steps in the advertising campaign development process are you performing with this activity?
Creating the advertising platform
Garcia Wholesale Plumbing has seen its sales in the Southeast triple in the past two years. Materials handling director Barb Peterson announces plans to the board for an Atlanta facility that will combine shipments received from Garcia's 25 suppliers for nearly immediate shipment to plumbing stores and contractors in the region. This new facility would be best classified as which of the following?
Distribution center
Alison asks ten of her friends over to her home to learn about exciting new cosmetic products. A salesperson from Angel Products makes a presentation and takes the women's orders. This is an example of
a party plan
Alison asks ten of her friends over to her home to learn about exciting new cosmetic products. A salesperson from Angel Products makes a presentation and takes the women's orders. This is an example of
a party plan.
The kinds of products being sold and the availability of public transportation are both factors that influence a retailer's decision about
location.
When a theater entices customers to see movies during the daytime by offering tickets at a reduced price, it is trying to solve the services marketing problem of
off-peak demand.
a manufacturer-owned operation that provides services normally associated with agents
sales office
Multichannel distribution is characterized as
the use of a variety of marketing channels to ensure maximum distribution.
Which of the following statements is true about rebates? A. Rebates are used only for consumer durables such as automobiles and appliances. B. Most retailers want to be involved with rebate programs. C. Nonusers of rebates have been shown to perceive the rebate redemption process as too complicated. D. Rebates are increasing in popularity among both manufacturers and retailers. E. Rebates are ineffective in encouraging repeat purchases.
C. Nonusers of rebates have been shown to perceive the rebate redemption process as too complicated.
Jose Suarez has been hired as sales manager at a new firm and is trying to come up with a sales force compensation method. He would like to have selling expenses relate directly to sales resources, an aggressive sales force, and minimization of non-selling tasks. What compensation method(s) would best fulfill his requirements?
Straight commission
Retailing is best characterized as a) large organizations that carry wide and deep product mixes. b) transactions in which the buyer intends to consume the product through personal, family, or household use. c) arrangements whereby a supplier grants a dealer the right to sell its products. d) transactions in which the purchaser intends to use the product for resale or for business operations. e) exchanges that take place only in a store or service establishment.
b
advertising platform
basic issues of selling point to be included in an advertising campaign
Andrea owns and operates a small novelty store that sells home décor, gifts, jewelry, and gourmet snacks. Because her business is very small, many wholesalers will not deal with her, so she relies primarily on ____ for the survival of her business.
cash-and-carry wholesalers
Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ____ consideration in effective communication.
channel capacity
A university's student body would be considered its ____ public; parents, alumni, and trustees would be included as its ____ public.
client; general
A small private college in Tennessee paid a large sum of money to a marketing firm to study the college's current marketing strategy and help develop new strategies for attracting students. The college is having a difficult time evaluating the effectiveness of the marketing firm's work because this type of service has many
credence qualities.
According to the text, the direct consumers of a nonprofit organization's ideas or services are called its _________ public. a) general b) consumer c) member d) client e) nonbusiness
d
Which of the following is the most commonly used channel for distributing business products? a) Producer, agents, industrial distributors, organizational buyers b) Producer, industrial distributors, organizational buyers c) Producer, agents, organizational buyers d) Producer, organizational buyers e) Industrial distributors, organizational buyers
d) Producer, organizational buyers
A television advertisement for Miracle-Gro lawn fertilizer indicates that the product is available at Kmart and Walmart. This form of sales promotion is called a(n)
dealer listing.
A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____ advertising.
deceptive
Ollie's is a regional self-service retail store that sells name-brand electronics, tools, housewares, and sporting goods at low prices. Ollie's is an example of a
discount store.
A firm can identify changes in public opinion that affect it by conducting
environmental monitoring.
Jeff Wood's company buys machine tools from large producers and sells them to several Midwestern manufacturing companies. The company Jeff works for carries inventories of the tools, which reduces capital requirements for the producers. Jeff's company is an example of a(n) ____ in a distribution channel.
industrial distributor
Public relations
is an element of promotion that should be handled on a continuous basis.
When considering the best channel to use, all of the following are true with regard to larger firms except they
may be better suited to serve customers in a particular region.
A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)
media plan.
Sydney won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at
motivating salespeople.
Many companies use more than one marketing channel to distribute their products to the same target market, a tactic called
multichannel distribution.
Service industries account for ____ of the gross domestic product of most developed nations.
nearly three-quarters
service industries account for _____ of the gross domestic product of most developed nations
nearly three-quarters
Jayden donates his time to a nursing home every Friday after school. Sometimes this means he misses hanging out with his friends for certain events. However, Jayden is committed to volunteering at the nursing home because his grandfather is one of the residents. He only misses his regular routine at the nursing home for very special occasions. Because Jayden must sometimes sacrifice events with his friends to volunteer, this represents a(n)
opportunity cost.
When Zappos, Inc., an online marketer of shoes, accessories, and clothing, contracts out the physical distribution task to third parties such as UPS, this arrangement is called ____. This is due to the fact that UPS does not have managerial authority within the Zappos marketing channel.
outsourcing
Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called
personal selling.
To take advantage of the demand for toys leading up to Christmas, Toys 'R' Us sometimes opens _____ inside shopping malls that are only in operation for a few weeks and closes them again after the Christmas shopping season is over.
pop-up stores
At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of a
premium.
Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Monroe is most likely employed in
public relations.
A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to
reduce sales fluctuations.
A manufacturer-owned operation that provides services usually associated with agents is a
sales office.
In contrast to industrial products, consumer products are often purchased because of
social influences.
Off-price retailers and category killers are both
specialty retailers.
A support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a
technical salesperson
A support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a(n)
technical salesperson.
The Diamond Salt Company needs to transport 20 tons of salt from Baton Rouge, Louisiana, to Cincinnati, Ohio. Which of the following methods would be the cheapest for transporting this cargo?
Waterways
At very large firms, advertising campaigns are likely to be performed by a(n) _____________________, while in small firms advertising campaigns are more likely to fall under the responsibility of ____________________.
advertising department; one or two individuals
Because of the significant investment many companies have in the products they sell to customers, they must develop and maintain adequate varieties of products to meet their customers' needs. This is called a) just-in-time. b) order processing. c) inventory management. d) merchandise stocking. e) logistical management.
logistical management
When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as
single-source data.
Exterior and interior characteristics such as layout, displays, color, and lighting are all elements of a store's
atmospherics
Alison lives in a remote area of Montana, where few good roads exist. She runs a small retail store specializing in Western attire. Due to her remote location, Alison is most likely to obtain the merchandise for her store from
mail-order wholesalers.
Brian is responsible for the promotions and public relations of his firm, which produces rubber tires. A recent development in technology may change the way in which the rubber for tires is produced, allowing it to be sourced from the roots of dandelion plants. Brian would like to have a story run on the evening news or in the local newspaper about this development, but he knows that this story is likely to be rejected by media personnel because the material is
not newsworthy.
Jayden donates his time to a nursing home every Friday after school. Sometimes this means he misses hanging out with his friends for certain events. However, Jayden is committed to volunteering at the nursing home because his grandfather is one of the residents. He only misses his regular routine at the nursing home for very special occasions. Because Jayden must sometimes sacrifice events with his friends to volunteer, this represents a(n) A) variable cost. B) opportunity cost. C) fixed cost. D) steady cost. E) off-peak cost.
opportunity costs
Lydia will sometimes take orders from customers, but her primary job is to assist retailers with restocking shelves, setting up displays, providing in-store demonstrates, and giving out free samples. Lydia is most like a
trade salesperson.
If Nokia decides to make changes in its marketing channels, the strategic significance is that channel decisions are
long-term commitments.
An advertiser that wanted to use a medium that allows for good reproduction quality, a long life to its message, demographic selectivity, and the ability to provide detailed information would likely choose
magazines
Alison lives in a remote area of Montana, where few good roads exist. She runs a small retail store specializing in western attire. Due to her remote location, Alison is most likely to obtain the merchandise for her store from
mail-order wholesalers