MKT 300 test 4
The fact that customers may buy "forward," or buy large amounts that keep them supplied for many months, is a drawback of
buying allowance
A major benefit of using event sponsorship is that it
can provide large amounts of free media advertising
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
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
competitive advertising
Product placement in television shows is becoming increasingly important due to
consumers 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
the percentage of customers that stop using a product in a specific time period.
customer churn rate
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
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
demand
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 of products from producers to consumers
Eliminating a wholesaler from a marketing channel will not
eliminate the functions performed by that wholesaler
Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to
encourage product trial
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 advertising
Pioneer advertising is most appropriate during the ___________________________________ stage of the product life cycle.
introductory stage
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.
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.
making the presentation
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 communications 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
Anything that reduces the accuracy and clarity of communication is called
noise
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
The two major types of product advertising are
pioneer and competitive
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 discussed in the Chapter 13 lecture, the Dunkin Donuts gift card is an example of ____________________________________ utility created by marketing channels.
possession
A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during
preapproach
items offered free or at minimal cost as a bonus for purchasing a product.
premiums
Large retailers such as Macy's and Kohl's are most likely to participate in which marketing channel?
producer, retailers, consumers
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
The supply chain begins with the _____ and ends with _____.
raw materials, final consumer
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
reinforcement advertising
is best characterized as transactions in which the buyer intends to consume the product through personal, family or household use.
retailing
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
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
A support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a(n
technical salesperson
is the performance of marketing-related activities by telephone.
telemarketing
Reinforcement advertising is primarily targeted at
the current users of a particular product.
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, possession
In Chapter 14 we watched a video about Uniqlo, which is an example of a(n) __________________________________________ retailer.
traditional
The selling of merchandise in machines is generally called
vending
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 club
Product placement is the strategic location of products within
within entertainment media content