MKTG chapters 14-17

Which of the following best describes a company sales force?

A company sales force is composed of people who are employees of the selling company

Personal selling is an especially important part of IMC in

B2B settings

Marcie's Mats creates custom mats for homes. She operates out of two stores in the New York City metropolitan area. These are used to display sample mats and show the selection of available materials. Marcie is wondering where to store the basic mats that have been manufactured in advance and are customized on request. She is considering using a distribution center. Would this be a good decision?

No, the expense of a distribution center is not warranted for this amount of inventory.

National manufacturers and retailers often pay a service provider to monitor television ads around the country, to ensure that their ads are shown in their entirety during the time frames that were purchased. This service provider is monitoring for IMC noise problems associated with

a flaw in the medium

The saying "leaving money on the table" is associated with

a penetration pricing strategy when there is an opportunity for price skimming

Jeremy has worked for many years reviewing and approving print ads for his firm. He has memorized a checklist of key points to review. Which of the following would be on her checklist?

body copy

retailers need to provide a consistent_____ across all channels

brand image

Firms using a(n) ________ pricing method set their prices relative to what other firms are charging

competition-based

Because many consumers choose stores based on proximity to their workplaces or homes, great locations are

competitive advantage that few rivals can duplicate

The vertical marketing system that exhibits the most formalization and control is the ________ vertical marketing system.

corporate

A "no-haggle" pricing policy is a type of _____ pricing strategy

customer oriented

Customers must see value in a product or service before they are willing to exchange time or money to obtain it, but not all customers see the same value in a product. To analyze how many units will be sold at any given price point, marketers draw on

demand curve

An ________ appeal aims to satisfy consumers' demonstrative desires rather than their utilitarian needs

emotional

A customer who is shopping for fashionable but relatively low-cost merchandise in a pleasant environment is shopping at a(n)

full-line discount store

A recent innovation by Amazon, the Vendor Flex program, seeks to lower overall transportation costs but also creates new forms of channel conflict with competitors. As a partner in the Vendor Flex program, P&G agreed to allow Amazon to build fulfillment centers within P&G's own warehouses, thus helping to eliminate some of the costs of transporting P&G's products to Amazon's fulfillment centers. Believing that the program was giving its competitor Amazon an unfair advantage, Target reacted vigorously, moving all P&G products from prominent end-cap positions in its stores to less prestigious and less visible locations. Target also stopped using P&G as its primary source of advice for planning merchandising strategies within each category. The conflict between Amazon and Target is an example of ________ channel conflict.

horizontal

Which of the following is the most logical example of complementary products?

hot dogs and hot dog buns

If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from

i like it to i want it

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of

institutional advertising

When Creative Pen Company designed a new pen that was particularly comfortable to use, it wanted to literally get the pen in the hands of as many consumers as possible. Creative Pen will probably choose ________ distribution for its new product.

intensive

Which of the following are communication channels used in the IMC process?

internet

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

If you were a marketer for a clothing manufacturer and you wanted to improve revenues from irregulars, production overruns, and returns, you would be attracted to using

off-priced retailers

Managers and sales experts agree that certain personal traits, such as being ________, are necessary to be a successful salesperson.

optimistic

Carlina has just started as a fashion marketing intern for an up-and-coming design firm. She expected to immediately begin implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Carlina soon realized that this activity was part of ________, directly related to marketing.

public relations

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

public service announcement

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to

pull the product into retail stores through consumer demand

which of the following are service quality dimensions related to follow up

reliability

Who usually makes the final decision regarding the use of distribution center versus direct store delivery?

retailer

When Walmart promises to purchase larger quantities if a manufacturer will lower its wholesale price, it is exhibiting ________ power.

reward

Health clubs often use a low introductory offer price to get people to join their club. These low prices represent a ________ pricing strategy.-

sales orientation

When Bella realized she didn't have all of the technical information she needed to answer the customer's questions, she made a call to her office. Who would be most likely to provide appropriate assistance?

sales support personnel

The local sports store may purchase outswim-related products only during the winter months because the manufacturer offers a better price to the sports store. This type of pricing tactic is known as a

seasonal discounts

Harvey enjoys a successful sales career. He is a go-getter, gets up early every morning to check his schedule, and arrives at appointments early so he can get in the right mental frame of mind. Which personal trait does Harvey exhibit?

self-motivation

The IMC communication process begins with ________, who (which) must be clearly identified.

sender

When developing an advertising message, the message should focus on

solving problems for consumers

Sarita goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Pilar doesn't read newspapers, let alone look through them for coupons. But Pilar filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Pilar?

sweepstakes

Ivan is managing an extended advertising campaign for a local convenience store chain. The campaign includes a series of television, radio, and print messages. As part of monitoring the campaign, which of the following offers a good indicator of advertising effectiveness?

the daily and weekly sales volume

According to a typical demand curve, the higher the price-

the lower the quantity consumers will buy.

A reference price is

the price against which buyers compare the actual selling price

cost-based pricing assumes that costs

will not vary much for different levels of production.