MKT 3013 Exam 3

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Which of the following does NOT represent one of the major trends and developments in​ retailing?

. Social​ e-tailing

What potential risk do marketers incur by using richer but more fragmented media and promotional​ mixes?

A communications hodgepodge for consumers

Lower margins and higher sales volume

A discount store​ (for example,​ Target, Kohl's, or​ Walmart) sells standard merchandise at lower prices. To do​ this, discount stores accept which of the following two​ conditions?

The four elements of a compensation plan for salespeople are​

A fixed​ amount, a variable​ amount, expenses, and fringe benefits

DRTV marketing

A form of television marketing which persuasively describes a product and give customers a​ toll-free number or an online site for ordering is known as

In which of the following does a producer direct marketing activities​ (primarily personal selling and trade​ promotion) toward channel​ members?

A push strategy

Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this​ represent?

Administered VMS

first step in marketing channel design.

Analyzing consumer needs

category killers

Best​ Buy, Home​ Depot, Petco, and Bed Bath​ & Beyond, which are actually giant specialty stores characterized by immense size and deep assortments of​ merchandise, are sometimes called

Which of the following statements about blogs is​ correct?

Blogs can be difficult for the company to control.

Which of the following are used to generate business​ leads, stimulate​ purchases, reward​ customers, and motivate​ salespeople?

Business promotions

selling and promoting

By performing the channel function of​ ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost.

direct and digital marketing

Catalogs, online and social​ media, and mobile marketing are some of the specific promotional tools used in​

Which of the following describes layers of intermediaries performing some of the work to bring the product and its ownership closer to the final​ buyer?

Channel levels

etailers

Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as​

Which of the following represents the four major classifications of retail​ organizations?

Corporate​ chains, voluntary​ chains, retailer​ cooperatives, and franchise organizations

What are the two major elements in developing advertising​ strategy?

Creating advertising messages and selecting advertising media

Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations​ function?

Development

What is the overall goal when retailers choose their product​ assortment?

Differentiate the retailer while matching target​ shoppers' expectations

Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer​ relationships?

Direct and digital marketing

biggest advantage of social media.

Engagement and social sharing capabilities

Advertising decisions involve multiple steps culminating in the measurement of the sales effects of advertising or brand content. Which of the following considers return on​ investment?

Evaluation

Shopper marketing

Focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale is known as​

In which of the following is vertical​ conflict, conflict between different levels of the same​ channel, common?

Franchise organizations

product

GE Healthcare employs different sales forces for diagnostic​ imaging, life​ sciences, and integrated IT products and services. GE Healthcare has adopted a​ ______ sales force structure.

service retailers

Hotels and​ motels, banks,​ airlines, restaurants,​ colleges, hospitals, movie​ theaters, tennis​ clubs, bowling​ alleys, repair​ services, hair​ salons, and dry cleaners are all examples of​

Which of the following recognizes that improved logistics mandates teamwork across the company and the entire supply​ chain?

Integrated supply chain management

The Great Recession of​ 2008-2009 had a profound effect on the economy and consumers. Of the​ following, which represents one of the major consumer trends resulting from the Great​ Recession?

It turned​ free-spending consumers into​ value-seeking ones.

Which of the following is a form of traditional direct​ marketing?

Kiosk marketing

Many vital and key functions are performed by marketing channels. Of the​ following, which is NOT one of those key​ functions?

Manufacturing and assembly

Which of the following is a reason that producers use marketing channels and channel​ intermediaries?

Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.

Which of the following accurately describes a​ company's efforts to engage​ customers, persuasively communicate customer​ value, and build customer​ relationships?

Marketing mix

Which of the statements is TRUE regarding media and message​ decisions?

Media and message decisions should be closely coordinated.

Which of the following types of wholesalers are Independently owned businesses that take title to all merchandise​ handled?

Merchant wholesalers

Which of the following is correct regarding the forms of direct and digital​ marketing?

New digital and the more traditional forms of direct marketing must be blended and integrated

Which of the following represent the newer tools of digital direct​ marketing?

Online​ marketing, social media​ marketing, and mobile marketing

Which of the following represents a new trend in logistics to save​ costs, increase​ efficiencies, and gain faster and more effective access to global​ markets?

Outsourcing logistics functions

Which of the following statements is TRUE about public relations and a​ company's overall integrated marketing communications​ efforts?

PR should be blended smoothly with promotion activities.

Which of the following uses promotional tools such as​ presentations, trade​ shows, and incentive programs to engage​ customers, make​ sales, and build customer​ relationships?

Personal selling

interpersonal

Personal selling can be more effective than advertising in complex selling situations because it is​

Public Relations

Press​ releases, sponsorships,​ events, and web pages are promotional tools used in​

Which of the following makes up the retail marketing​ mix?

Product and services​ assortment, price,​ promotion, and location

Retailers must decide on which three major product​ variables?

Product​ assortment, services​ mix, and store atmosphere

add value

Progressive wholesalers recognize that their only reason for existing is to​ _____________

Which of the following retail trends is making differentiation more​ difficult?

Retail convergence

Which of the following statements about retailer marketing decisions is​ correct?

Retailers identify three critical factors for retail​ success: location,​ location, and location.

Which of the following statements about personal selling is​ correct?

Salespeople are often the only direct contact with a customer.

Which of the following is described as​ "always on" and is a large component of the digital advertising​ mix?

Search advertising

Which of the following statements is correct regarding sellers and their use of direct and digital​ marketing?

Sellers have opportunities to engage in​ real-time marketing.

example of horizontal channel conflict.

Subaru dealer complaining that another Subaru dealer is advertising in its territory

Social shopping retailing

Successful retailers of the future must adopt which type of buying experience that is both seamless and integrates multiple types of​ media?

Which of the following statements about sales promotions is​ correct?

The heavy use of sales promotions has resulted in promotion clutter.

Which of the following statements about public relations is​ correct?

The lines between advertising and public relations are becoming more blurred.

Which of the following indicates the length of a​ channel?

The number of intermediary levels in the channel

​Macy's, Kohl's, and JCPenney practice a retailing pricing strategy called​ "high-low pricing." Which of the following correctly describes​ high-low pricing?

The retailer charges higher prices on an everyday​ basis, coupled with frequent sales and other price promotions.

Which of the following is TRUE regarding​ omni-channel buyers?

They shift easily across online and​ in-store channels.

Which of the following accurately represents the three characteristics of advertising​ appeals?

To be​ meaningful, to be​ believable, and to be distinctive

What is the goal of​ advertising?

To help move consumers through the buying process

workload

To set its sales force​ size, a company can first group accounts into different classes according to​ size, account​ status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the​ ______ approach

Of the​ following, which most closely describes the method by which companies engage and create benefits for their​ customers?

Value delivery network

The goal of logistics is to provide a targeted level of service at the least or lowest possible cost. To achieve this​ goal, which of the following are logistical functional​ areas?

Warehousing, inventory​ management, transportation, and logistics information management

Retailing

Which of the following describes the activates that play an important role in connecting brands to consumers in the final phases of the buying process?

Which of the following statements about wholesaling is​ true?

Wholesalers must make decisions regarding their marketing mix.

What event or circumstance has made mobile marketing a must for most​ brands?

Widespread adoption of mobile devices

Experiential retailing

____________________ is a retailing technique of carefully orchestrating the​ store's layout and​ displays, background​ music, colors, and smells.

In place of traditional​ media, marketers are using​ __________________________ to engage smaller customer segments with more​ personalized, interactive content.

a broad selection of more specialized and highly targeted media

persuasive

advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now.

At which step in the personal selling process does a salesperson meet the customer for the first​ time?

approach

The primary purpose of​ _________ websites is to do more than just sell products or move them closer to a direct purchase.

brand community

Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that

consumers​ don't distinguish between content sources the way marketers do.

Sherwin-Williams sells its paint and other branded products exclusively through​ company-owned retail stores.​ Sherwin-Williams has established​ a(n)

corporate VMS

After segmenting and defining their target​ markets, retailers must then

decide how they will differentiate and position themselves

The goal of integrated marketing communications is to

deliver​ clear, consistent, and compelling messages about the organization and its brands

The first decision a manager must make in sales force management is​

designing sales force strategy and structure

pull strategy

direct(s) its marketing activities​ (primarily advertising, consumer​ promotion, and direct and digital​ media) toward final consumers to induce them to buy the product.

Supply chain management

entails managing upstream and downstream​ value-added flows of​ materials, final​ goods, and related information among​ suppliers, the​ company, resellers, and final consumers.

Companies such as Breitling watches and Pandora charm bracelets use which of the following types of distribution​ strategy?

exclusive

social selling

fastest-growing sales trend today is​

Companies today see channel members as​ ______________ and practice strong partner relationship management

first-line partners

What is the final step in the​ seven-step personal selling​ process?

follow-up

After the presentation and demonstration step in the sales​ process, a salesperson should next be prepared to​

handle objections

The goal of a push strategy is to

induce channel members to carry and promote the product

Social media are ideal for participating in customer conversations and listening to customer feedback because they are​

interactive

​Direct-mail marketing

involves sending an​ offer, announcement,​ reminder, or other item to a person at a particular address.

Marketing logistics addresses not only outbound logistics but also inbound logistics and reverse​ logistics, which means it​

involves the entire supply chain management

Public affairs

is used to build and maintain national or local community relationships and is one of the functions of public relations.

​Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ______ website

marketing

The massive shift in how and where people buy calls for

massive shifts in how store retailers operate

permission-based email marketing

means sending email pitches only to customers who​ "opt in."

Which of the following is used to engage customers​ anywhere, anytime during the buying and​ relationship-building processes?

mobile marketing

blog

online forum

Consumers may receive an​ e-mail, supposedly from their bank or credit card​ company, saying that their​ account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called​

phishing

One of the primary advantages of marketing logistics is​

potentially high cost savings and improved customer satisfaction

Most companies today want their salespeople to​ _______, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company.

practice value selling

One consumer promotion tool is​ _______, which are goods offered either free or at low cost as an incentive to buy a product.

premiums

Which consumer promotion tool is like​ coupons, except that the price reduction occurs after the purchase rather than at the retail​ outlet?

rebates

Which advertising objective is best suited to maintaining customer relationships and for more mature​ products?

reminder

Partner relationship management

software systems enable companies to coordinate their​ whole-channel marketing efforts.

More than a​ territory, compensation, and​ training, new salespeople need​

supervision and motivation

During the presentation step in the personal selling​ process, the salesperson

tells the buyer a​ "value story"

What characteristics are possessed by the best​ salespeople?

the best salespeople are the ones who work closely with customers for mutual gain.

Invasion of privacy

toughest public policy issue now confronting the direct marketing industry.

After recruiting and selecting​ salespeople, what is the next major step in sales force​ management?

training salespeople

Direct and digital marketing

uses tools that engage directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

​A(n) _____ consists of​ producers, wholesalers, and retailers acting as a unified system.

vertical marketing system

The digital version of​ word-of-mouth marketing that involves creating​ videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called​

viral marketing

As companies become more​ market-centered, a​ customer-focused sales force _______

works to produce both customer satisfaction and company profit

Which of the following are common trade promotion​ tools?

​Discounts, free​ goods, allowances, and free advertising specialty items

territorial

​Justin, Inc., a​ U.S.-based watch​ manufacturer, sells its products in​ China, Russia,​ France, and India. To manage​ sales, Justin appoints a number of sales representatives to each location. Justin has adopted a​ ________ sales force structure.

​It's time for the Super​ Bowl, and the​ end-of-the-aisle displays at the supermarket feature​ chips, dips, and soft drinks. What type of sales promotion tool is​ this?

​Point-of-purchase

Online Marketing

​Websites, online​ advertising, email, online​ video, and blogs are all forms

The benefits of direct and digital marketing for buyers are that they are​

​easy, convenient, and private

The​ seven-step selling process takes a​ __________ approach to selling. In other​ words, its aim is to help salespeople close a specific sale with a customer.

​transaction-oriented

What does the phrase​ "omni-channel buying calls for​ omni-channel retailing" imply for​ retailers?

Retailers should integrate all available shopping channels and devices into a seamless customer shopping experience.


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