mkt 300 exam 4 review

_______________ is the percentage of customers that stop using a product in a specific time period.

Customer churn rate

_____________________ are items offered free or at minimal cost as a bonus for purchasing a product.

Premiums

_______________ is best characterized as transactions in which the buyer intends to consume the product through personal, family or household use.

Retailing

________________ is the performance of marketing-related activities by telephone.

Telemarketing

In the Jordan Belfort video we watched in Chapter 17, he recommended using active listening to build rapport with your customer. According to the textbook, this is an important task during the _____________ step of the personal selling process.

approach or making the presentation

The fact that customers may buy "forward," or buy large amounts that keep them supplied for many months, is a drawback of _______________________________________.

buy-ing allowances (forward integration)

A major benefit of using event sponsorship is that it _________________________________ _____________________________________________.

can provide large amounts of free media coverage

Michael's, PetSmart, and Staples are all examples of __________________.

category killers

When ASICS gives a portion of its profits to prostate cancer research for every pair of blue-themed Gel-Cumulus shoes sold, it is engaging in ______________________________ ________________________________________.

cause-related marketing

Fatima is a salesperson for American Eagle Outfitters. Her compensation is based on a set salary plus a commission based on sales. Fatima's compensation is based on a __________________________________________.

combination compensation plan

_______________________________________, ______________________________________, and _______________________________________ are forms of competitive advertising.

comparative, reminder, reinforcement

When Subaru's advertising campaign mentions the Subaru Forester being named a 2019 IIHS Top Safety Pick, it is using _________________________________ advertising.

competitive

Product placement in television shows is becoming increasingly important due to __________________________.

consumer's greater ability to screen advertisements

A small self-service store that is open long hours and carries a narrow product mix in an expedient location is best described as a __________________.

convenience store

When Coach agrees to pay Dillard's a certain proportion of the cost of providing television advertising and Sunday newspaper sales fliers emphasizing Coach purses, Coach is offering ___________________________________________.

cooperative advertising

A television advertisement for Miracle-Gro lawn fertilizer indicates that the product is available at Home Depot and Lowe's. This form of sales promotion is called a(n) __________________________.

dealer listing

After the advertising budget is determined, the next step in creating an advertising campaign is _____________________________________________.

developing the media plan

Pandora and Spotify allow users to listen to music through the Internet or other device. Pandora and Spotify are engaging in ____________.

digital distribution

A marketing channel is defined as a group of individuals and organizations that _____________________.

directs the flow from producers and customers

Eliminating a wholesaler from a marketing channel will not _______.

eliminate the functions performed by the wholesaler

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to ___________________.

encourage product trial

Product placement is the strategic location of products within __________________________.

entertainment media content to reach the product's target market

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as ______________________________________.

flighting schedule

Amy's Ice Cream offers its customers a stamp card that allows them to collect stamps for each purchase and then receive a free ice cream after they have filled an entire card with stamps. This is an example of a __________________________________________.

frequent-user incentive

The Subaru Outback "Where the Heart Is" ad we watched in Chapter 16 is an example of ___________________ advertising?

institutional

The two major types of product advertising are________________________________ and ________________________________________.

institutional; product

Pioneer advertising is most appropriate during the ___________________________________ stage of the product life cycle.

introductory

An open-air shopping center that features upscale specialty, dining, and entertainment stores, usually owned by national chains, is generally called a(n) _________________.

lifestyle shopping center

The kinds of products being sold and the availability of public transportation are both factors that influence a retailer's decision about ___________________.

location

Category killers compete primarily on the basis of ______________.

low prices and enormous product availability

The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called __________________________________________________.

making the presentation

Advertising, personal selling, sales promotion, and public relations are called _____________________.

marketing communication mix (promotion mix)

Recognition and recall tests are posttest methods based on _________________________.

memory

Companies are increasingly using __________ to respond to changing consumer preferences to be able to buy a product wherever and whenever they desire.

multichannel distribution

The increase in _____________________________________ is helping to reduce the cost of advertising for marketers and making advertising more frequent in mobile games and social media.

native advertising

Anything that reduces the accuracy and clarity of communication is called ___________________________.

noise

The selling of merchandise in machines is generally called _______________.

nonstore retailing

A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with traditional retailers is a(n) _____________.

outlet shopping center

Katerina fell in love with a pair of shoes she saw Lizzza wearing on Instagram. Katerina immediately went to the Zappos app on her phone, found the shoes, and ordered them for herself. In this case Zappos is providing ____________________________ utility.

place

As we discussed in the Chapter 13 lecture, the Dunkin Donuts gift card is an example of ____________ utility created by the marketing channels.

possession on form

By promoting the fact that avocados are good for you and can be used to make tasty snacks, the California Avocado Grower's Exchange attempted to stimulate __________________________________________________.

primary demand

Large retailers such as Macy's and Kohl's are most likely to participate in which marketing channel?

producers, retailers, and customers

In the Chapter 15 lecture, we discussed how the Netflix show Stranger Things has generated free publicity worth tens of millions of dollars for more than 140 brands through ______________.

product placement

Consumers receive the benefits of place utility when ________.

products are available in locations where consumers want to buy them

Communication through the use of annual reports, event sponsorships, and news stories is referred to as __________.

public relations

When Hershey introduced Hershey's Cookie Layer Crunch, it promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a _____ policy.

pull

Sofia is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sofia is the ___________ and Wendy's is the ___________ of this communication.

receiver; source

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of _______________________________ advertising.

reinforcement

Toastie's offers customers a card that allows them to have a free sandwich or wrap for every seven that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is ______________.

retaining existing customers

In Chapter 14 we watched a video about Uniqulo, which is an example of a(n) ______________ retailer.

specialty or clothing

Starbucks has an agreement with PepsiCo through which Pepsi distributes Starbucks' coffee drink, Frappuccino, to grocery stores and other retail outlets. This is an example of ______________________.

strategic channel alliance

A large retailer selling food and most routinely purchased consumer products is a(n) _________________.

superstore

The supply chain begins with _______ and ends with _______.

suppliers of raw materials; organizations selling to the final consumer

A support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a(n) _______________________.

technical salesperson

Reinforcement advertising is primarily targeted at ____________________________________.

the current users of a particular product

A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during __________________________________________________.

the preapproach

During the personal selling process, a salesperson, if possible, should handle objections when ________________________________________.

they arise

Having products available when customers want them creates _____________.

time utility

Marketing channels create four types of utility for consumers including _________.

time, place, form, and possession

Eva went to shop at a local store called Oscar's, but found out that if she wanted to take advantage of their low prices, she would have to become a member. Oscar's is an example of a ________________________________________.

warehouse clubs