Marketing Principles Quiz 5&6 Answers

T/F Advertising is the least used of the major promotion tools, although it has great potential for building consumer awareness and reference.

false

T/F Reach is a measure of how many times the average person in the target market is exposed to the message.

false

T/F The affordable method involves setting promotion budgets to match competitors' outlays.

false

T/F The role of marketing intermediaries is to transform the assortments of products made by retailers into the assortments wanted by producers.

false

T/F Wholesalers realize that they increase value to their customers by watching for better ways to meet the needs of their suppliers and target customers. This involves reducing the services they provide to retailers.

false

T/F Wholesaling includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.

false

McDonald's, Subway, and Jiffy Lube are all examples of ________.

franchises

At Neiman Marcus, a first-class department store, customers shop for high-end products and they are assisted in every phase of the shopping process. Neiman Marcus is a ________.

full-service retailer

Macy's department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macy's typically charges a relatively high markup, but also holds frequent sales and price promotions, in particular offering discounts to customers who use a Macy's credit card. Macy's uses ________.

high-low pricing

A charitable trust's appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n) ________ appeal.

moral

Which budgeting method entails defining specific promotion goals, determining the necessary tasks, and estimating the costs to determine a promotion budget?

objective-and-task method

Foot Locker has mastered online and mobile efforts that link seamlessly with store operations, offering options such as "buy online, ship from store" and "buy online, reserve in store" for pickup. This is an example of ________.

omni-channel retailing

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.

personal selling

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

public relations

A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.

rational

In class we discussed Topco, which is owned by 50 member companies and is an example of a

retailer cooperative

Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of ________.

sales promotion

For which of the following products would the intensive distribution strategy most likely be used?

soft drinks

________ management refers to the management of upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers.

supply chain

Which of the following companies uses a direct marketing channel?

Holly Wreaths, a store that sells Christmas ornaments to customers via its online click-to-order catalogs

Which of the following would be classified as bait-and-switch advertising?

advertising a cheaper brand but making only a more expensive one available to customers

Which of the following best describes a similarity between Costco and Walmart?

both use everyday low pricing

Marketing management must make important decisions when developing an advertising program. Which of the following is NOT one of those decisions?

designing products and distribution

Which major promotion category uses catalogs, direct mail, e-mail, mobile marketing and social media?

direct and digital marketing

An appeal that attempts to stir up either negative or positive sentiments that can motivate purchase is called a(n) ________ appeal.

emotional

Managers at the Imperial Hotel-Chicago complained that the chain's overall image was hurt because Imperial Hotel-Dallas was overcharging guests and providing poor service. The Imperial Hotel was experiencing ________ conflict.

horizontal

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

informative advertising

Delia's is a clothing retailer that targets teenage girls. The company runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using ________.

integrated marketing communication

Giant Beanstalks is a company based in Maryland that processes and cans vegetables. It has contracts with several large farms in Riverdale, 80 miles away from the factory, that agree to sell their produce to Giant Beanstalks. The company's products are available to the public only through Basha's, a grocery chain with 38 stores in the state. Which of the following is Giant Beanstalks' upstream partner?

the farmers of Riverdale

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In the context of the communication model, measuring which of the following would be the best way for the source to measure feedback?

the number of people who redeem the coupon

T/F A company's channel decisions directly affect the prices of its products.

true

T/F Although television advertising has high absolute costs, its cost per exposure is relatively low.

true

T/F Category killers are giant specialty stores that carry a very deep assortment of a particular line.

true

T/F Direct marketing includes catalogs, direct-response TV, kiosks, the Internet, and mobile marketing.

true

T/F If the pull strategy is effective, then consumers will demand the product from channel members, who will in turn demand it from producers.

true

T/F Producers use intermediaries because they create greater efficiency in making goods available to target markets.

true

T/F The purpose of advertising is to get consumers to think about or react to the product or company in a certain way

true

T/F When Amazon created their own Amazon delivery service, this is an excellent example of a Corporate VMS (Vertical Marketing Systems) which integrates successive stages of production and distribution under single ownership.

true

When KFC came into conflict with its franchisees over the brand's Unthink KFC repositioning, which emphasized grilled chicken over its traditional Kentucky fried chicken, KFC experienced ________ conflict.

vertical

________ buy mostly from producers and sell to retailers and industrial consumers.

wholesalers