Marketing Final

When Joe's Chicken Shack wants chicken delivered in smaller batches more frequently it offers its distributors an incentive in the form of special bonuses to change their schedules. Joe demonstrates which kind of power?

Reward

Which of the following is the best example of a persuasive advertising message?

"Buy now, pay later"

Which of the following is the best example of a reminder advertising message?

"Doing business in Peoria since 1984"

Trisha makes purses out of old blue jeans and sells them to customers at local craft fairs. What type of marketing channel does this represent

Direct

Thanh is starting a career in selling but he eventually wants to become a senior manager. A selling career may help Thanh achieve that goal by providing

visibility to management

In a television commercial for Chobani Greek yogurt the manufacturer Chobani plays which role in the communication process

sender

Sally has been having a difficult time working with a particular buyer while using the personal selling process, and she has asked her manager, Chris, for some ideas about how to close the sale effectively. Chris asks her a number of questions to help sort out the difficulties. Which of the following questions would Chris be LEAST likely to ask?

"have you completed the follow-up to ease the buyer's mind"

When Apple's famous 1984 "Big Brother" ad aired during the Super Bowl, it reached an estimated 500 million viewers. It aired only once on commercial television, but was seen in later years in at least ten television programs recalling great commercials. For its target audience, the frequency of this ad is measured as

1

When Cynthia's Boutique receives dresses they already have price tags and are on hangers. Cynthia's boutique receives _________ merchandise.

Floor-ready

Natalie represents a manufacturer who makes unique, high end hats. When making a recommendation about potential retail partners what should be Natalie's first consideration?

How likely is it for certain retailers to carry this product

A local furniture store buys furniture from various manufacturers and resells the furniture to its customers. What type of marketing channel does this represent?

Indirect

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and/or existing students.

Inform; Persuade; Remind

Because Walmart has vast information about the consumer goods market, it might exert__________ power over P&G by providing or withholding important market information

Information

At the BMW plant in Spartanburg South Carolina rather than use a typical order-to-delivery process it has suppliers deliver parts every four hours when the plant is in operation. BMW uses a ____________ inventory control system

Just-in-time

John used to work for a large well know retailer. He left that company to work for a much smaller company and in doing so he discovered that the channel functions were very differently in the smaller firm. Looking back at his experience he noticed that larger firms

Perform many different channel functions themselves

An advertisement featuring a cartoon Smokey the Bear saying "only you can prevent wildfires" is an example of a sucessful

Public service announcement

TT Toys manufactures toys. The company recently started buying paint for its toys from a Chinease firm. This Chinese company is part of TT Toys'

Supply Chain

Retailing is the primary activity in all of the following situations except

Transporting pallets of daisy brand dairy products

Walmart's customers have come to expect to find P&G products in stores, and P&G depends on Walmart to purchase a good portion of its output to sell its own customers. This scenario represents the first phase of a

Vertical Marketing System

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as

aided recall

Lars wants to purchase a gift for a colleague whose home he will be visiting. He decides to bring luxury chocolates, because he knows most people enjoy them. Although he is not sure about specific products, Lars heads directly for a store selling Godiva Chocolates because he knows this is a high-end brand. Lars can be said to have

brand awareness

Unusual and exciting displays like Bass Pro Shops' climbing wall and stocked aquarium are examples of

co op advertising

Brian, an industrial equipment sales rep, purchases a quick snack to eat on the way to work. He buys lunch while on the road visiting customers and grabs bread and milk on the way home when he stops to buy gas. Brian probably does the majority of this shopping at a

convenience store

If you ever watched a television commercial and at the end of the message wondered what it was promoting, you may have had trouble __________ the IMC message.

decoding

Cora will be a bridesmaid next summer and has purchased her dress online. The next time she turned on her computer, Cora was surprised to see special offers for matching accessories. This is an example of which marketing strategy?

direct marketing

Paul's family has owned and operated a small chain of conventional supermarkets for many years. Competition from a variety of other kinds of retailers has adversely affected the business. To address the new competitive reality, Paul wants to apply what he recently learned as a marketing major and he has recommended that his family's business should

emphasize fresh locally sourced perishables

Yara has identified an attractive potential customer for her biodiesel home power system. She knows the customer is concerned about the environment and has considerable financial resources. The customer is also a respected leader among wealthy environmentalists in the area. Next Yara will

establish goals for meeting with the customer

Heartland Plantation produces organic food products like stone-ground grits and wild rice. The company has limited production capacity and wants to carefully control where its products are sold. Heartland will likely choose __________ distribution intensity.

exclusive

Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that compared to other IMC alternatives personal selling is

expensive

Imagine that a management consulting firm wants to sell a bank, a new system for finding checking account errors. The consulting firm's salesperson has learned about the customer during the qualification stage, and the salesperson should now do all of the following except

figure out how to immediately close the sale

Taylor loves the lifestyle associated with being a salesperson, allowing her to take a day off during the week and making it up on the weekend. She most likely values the __________ associated with creating her own schedule.

flexibility

An ad for Bud Light ran six times during a recently televised football game. When measuring the IMC results for this ad six would be the ______ for this telecast.

frequency

Yolanda asked her firm's advertising agency to estimate how often consumers saw her firm's IMC message and what percentage of the target audience was exposed to the message. Yolanda is asking for __________ data.

frequency and reach

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go ahead from her board of directors to conduct the agency's first ever advertising campaign. Her first step will be to

identify the target audience

Which of the following retail stores would emphasize personal selling the most as part of the firm's promotional efforts?

jewelry store

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season's new clothing

mobile marketing

Fred sells health insurance packages for small businesses. He has been given the names of ten new businesses in his town. During the qualifying leads stage of the selling process, Fred will try to assess which of the ten businesses:

need health insurance packages and can afford them

Galena is a new agent for a financial service company. She decides to join the local chamber of commerce, the local association of businesswomen, and the local chapter of the United Way organization. Galena is attempting to use_____ to generate leads

networking

Miles worked selling products to industrial users, and then spent most of his time working on customer's new buy and modified new buy situations. Miles was primarily an

order getter

Advertising slogans such as "Don't text and Drive" and "Buy flood insurance before it is too late" are examples of ads designed to

persuade consumers to take action

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy.

push

David's firm had grown steadily and the products and systems had become more and more complicated. He had been a star representative and had personally serviced and developed all his accounts. In the past year or so, David and his sales colleagues have been changing their approach due to the sales growth and increasing product complexity. Customer relationships are now being handled more and more by __________, which is typical of firms experiencing this kind of growth.

selling teams

Carol's Studio, located in a shopping mall, offers Zumba dance classes for all ages. Carol's Studio is known as a(n)

service retailer

After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to

set explicit and measurable objectives for the campaign