MKTG FINAL

The Just Kickin' It shoe store has reduced the amount of time between recognizing an order needs to be placed and receiving the needed merchandise at the store, available for sale. This strategy increases product availability and lowers inventory investment. The store's manager attributes these benefits to the store's ________Blank system.

E. cross-docking vendor-managed inventory UPC EDI just-in-time (JIT)

__________Blank is interference in the IMC process.

B. Looping Noise Feedback Excessive reach Translation

Because Walmart has vast knowledge about the consumer goods market, it might exert ________Blank power over P&G by providing or withholding important market data.

C. referent coercive information reward legitimate

Which of these is the best example of puffery?

E. "Northwestern, the quiet company." "Happy hour every Friday." "All natural ingredients." "Take two and call us in the morning." "You've tried the rest, now try the best."

When Apple's famous "1984" ad aired during the CBS telecast of Super Bowl XVIII, it reached an estimated 500 million viewers. It aired only once but has subsequently been featured in at least 10 television programs recalling great commercials. The frequency measure of this ad for its target audience is

E. 10. one-tenth. 500 million. 5 billion. 1.Correct

________Blank reduce costs and maintain low prices by buying from manufacturers with excess inventory, offering limited assortments of goods and groceries.

E. Factory outlets Specialty stores Convenience stores Category killers Extreme-value retailers

Which statement represents the best reason a manufacturer of high-end products might consider selling products in a warehouse club?

E. There are no high-end shopping centers within a 100-mile radius of the warehouse club. The manufacturer is trying to increase market share. The warehouse club wants to upgrade its image. The warehouse club has a good reputation. The manufacturer overestimated demand or has a great deal of returned merchandise from other retailers.

One of the most fundamental activities of retailers is to provide ________Blank, satisfying the needs of their target market.

E. category killing profitability wholesaling opportunities persuasive advertising corrective price controls the right mix of merchandise and services

Mulberry Street Fashions is launching a new line of one-of-a-kind embroidered baseball jackets. Each piece is handcrafted, and production volumes will be very low. To emphasize the unique nature of these jackets, Mulberry Street Fashions will most likely choose ________Blank distribution.

C. intensive luxury exclusive monopolistic selective

Rick is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is

A. expensive. overrated. ineffective. simple. easy.

While it is relatively easy to offer customers Internet options like an FAQ page and an e-mail address to answer questions, some companies are also using _______Blank to address customers' questions while they are visiting the retailers' websites.

A. online chats EDI online games vendor-managed inventory web videos

Jian has purchased a number of books from Amazon.com and has learned to trust the company's recommendations. With these customized recommendations Amazon is creating value for Jian through

A. personalized offerings expanded market presence. interactive offerings. repeat business. rapid delivery.

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it's too late" are examples of ads designed to

A. persuade consumers to take action. recruit employees. generate goodwill. remind consumers. provide information.

Which element of the marketing mix specifically deals with supply chain management?

A. place production product promotion price

Macy's may have ________Blank power if a supplier desperately wants to be associated with the store, because being known as an important Macy's supplier enables that supplier to attract other retailers' business.

A. referent licensing arrangement coercive information legitimate

Whole Foods needs Tom's of Maine natural products to satisfy its customers, and Tom's of Maine recognizes that if it can keep Whole Foods happy, it will have more than enough business for years to come. Tom's of Maine and Whole Foods recognize that it is in their common interest to be

A. strategic partners. supply chain intermediaries. in an administered vertical marketing system. separate identities. in a corporate vertical marketing system.

In sending its IMC message, the marketers for Dream Line Cruises hope the receivers are

A. the people for whom the message was originally intended. consumers who have booked the firm's cruises in the past. the most diverse market segment. the people with the most buying power. consumers who are capable of discerning value.

Bernadette's advertising message tells consumers how her company's cable and Internet services differ from those of other alternatives in the market. Bernadette's message is a(n)

A. unique selling proposition. campaign objective. institutional advertising message. proportional benefit strategy. PSA.

In marketing's four Ps, place refers to all activities required to get

B. access to the physical space within a retail establishment. the right product to the right customer when that customer wants it. consumers to the destination. demand chain management functionally operable. goods to a distribution location.

Max and June are planning their advertising campaign, asking themselves the question, "Whose attention do we want to get?" They are at the ________Blank stage of the advertising campaign planning process.

B. conveying the message identifying target audience determining the advertising budget assessing the impact setting advertising objectives

In a retail supply chain, the ________Blank records the purchase information and electronically sends it to the corporate office.

B. data warehouse POS terminal VMI UPC ASN

The ________Blank loop allows the receiver to communicate with the sender in the IMC process and thereby informs the sender whether the message was received and decoded properly.

B. decoding feedback encoding precoding pretesting

Totes umbrellas have been on the market for a long time and are in the maturity stage of the PLC, so the company now uses ________Blank advertising to motivate previous customers to make a purchase.

B. discussant reminder persuasive informative institutional

When Sally's Seafood Shack wants napkins delivered in smaller batches more frequently, it offers its distributors an incentive in the form of special bonuses to change their schedules. Sally's offer demonstrates which kind of power?

B. expertise reward information referent coercive

An emotional appeal aims to satisfy consumers' ________Blank, while an informational appeal speaks to consumers' _______Blank.

B. institutional focus; personal focus emotional desires; utilitarian needs cost-consciousness; imaginations needs; desires top-of-the-mind awareness; bottom-of-the-mind reactions

Retailing is defined as the set of business activities that

B. occurs only in brick-and-mortar space. add value to products and services sold to consumers for their personal or family use. focuses on transactions, but not relationships. separates wholesaling from manufacturing. focuses on a firm's core values.

Francesca sees a magazine ad for a perfume she has never heard of. After seeing the ad, she will most likely need additional exposure to the product before deciding to purchase it. This is an example of

B. rejection of advertising. the lagged effect. subliminal advertising. product underwhelm. IMC strategy.

A(n) ________Blank is used in the shipment of products directly to customers

B. retail store fulfillment center data warehouse administration center distribution center

Firms can use ________Blank to bring customers together to share experiences around the products.

B. surveys social media brand associations public relations consumer outlets

Amazon is a very large and sophisticated channel member, and as such, it is not likely to

B. use intensive distribution. use supply chain intermediaries. use omnichannel marketing. be concerned about competitive actions. rely on marketing research.

An advantage of Internet-based technologies is they

B. use the rule-of-thumb budgeting method. can be directed to a specific consumer. are used almost exclusively for B2B marketing. depend on face-to-face contact. have replaced direct marketing.

Kimberly's friend says that advertising and public relations are the same thing. Kimberly explains that unlike advertising, public relations

C. converts mass media advertising into direct marketing. is considered a human resource function. supports promotional efforts by generating free media attention and goodwill. should not be considered part of the marketing area. accounts for the greatest part in marketing spending.

Because they have a partnering relationship in business, Sean has ________Blank in his fellow channel members; that is, he believes they are honest and benevolent.

C. credibility interdependence trust communication profit

Radio frequency identification tags are

C. electronic discount information tags used to provide reduced prices to select customers. information tags used for floor-ready merchandising. tiny computer chips that transmit information about a container's contents. selective distribution designs used to maximize geographic efficiency. VMI demand scheduling data tags

Generally speaking, all advertising messages are designed to

C. entertain or educate. comply with FCC rules combined with FTC antitrust regulations. inform, persuade, or remind customers. match production scheduling with consumer demand. meet the needs of society.

Because advertising is the most visible form of marketing communications,

C. everyone prefers to be in advertising. it is the most important part of a marketing mix. many people think of marketing and advertising as synonymous. marketing budgets always emphasize advertising over other forms of communication. it is the largest source of employment opportunities for marketing graduates.

Retailing is the primary activity in which of these activities?

C. exchanging items of equal value with another person transporting pallets of Daisy brand dairy productsIncorrect selling goods on the Internet using containers to ship to Europe selling goods to a retailer

One difficulty associated with using advertising as part of a marketer's IMC efforts is that

C. it is considered old-fashioned by many younger consumers. government regulations have significantly decreased allowable advertising frequencies. it is hard to break through the clutter of other messages targeted for the same audience. it is more expensive than personal selling. it works only when communicating to the most uninformed consumers.

Aiyana wants to create a unique image for her store to influence customers shopping there to make a purchase, so she will most likely focus on

D. off-price wholesaling. billboard and other outdoor advertising. supply chain relationships. atmospherics. mass media advertising.

Jackman Manufacturing Group works with several different suppliers for component parts. One of the suppliers, Riley Corp., has achieved control over the entire supply chain because it tells Jackman when parts orders can be shipped and ships them only when Jackman orders at least 10 pallets worth of product. Riley Corp. is demonstrating ________Blank in this supply chain.

D. pressure persistence production power promotion

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations, and has contributed to the rapid growth in

A. direct marketing. media advertising. publicity. public relations. sales promotions.

Jim manages a high-end lighting fixtures company. He wants to invite 20 of his most valuable building-contractor customers to a golf outing and party. Jim will likely use his firm's ________Blank to identify these customers.

A. CRM system annual sales report website inventory management system specialty store sales

________Blank are combating competitive pressures by providing better value with private-label merchandise; adding new value-added services such as online ordering and delivery options; and providing a better shopping experience.

A. Conventional supermarkets Full-line discount stores Department stores Convenience stores Extreme value stores

Many consumers know that Booking.com is an online travel agency. This demonstrates that Booking.com has reached a certain level of

A. brand awareness. brand association. marketing recall. product familiarity. cognitive association.

Competition from a variety of other kinds of retailers has adversely affected the conventional supermarket business Stephen's family has owned and operated for years. To address the new competitive reality, Stephen wants to apply what he recently learned as a marketing major and has recommended that his family's business should

C. offer fewer private-label brands. eliminate customer frills and extras. emphasize fresh, locally sourced perishables. offer more national brand packaged goods and few perishables. target the broadest possible customer base.

The individual elements of an IMC strategy can be viewed on two axes: _________Blank (from the consumer's perspective) and ________Blank.

C. passive and interactive; tangible and intangible mobile marketing and direct marketing; tangible and intangible passive and interactive; offline and online static and changing; offline and online offline and online; low cost and high cost

A ________Blank advertising schedule uses a base level of advertising during some periods followed by periods of increased advertising.

C. penetrating flighting pulsing continuous purposeful

Rather than use a typical order-to-delivery process, the Future Electronics plant has suppliers deliver parts every two days when the plant is in operation. Future Electronics uses a ________Blank inventory control system.

C. pick ticket lead time just-in-time (JIT) cross-docking UPC

Paloma is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media, and finally she calculates the cost for each product to be promoted. Paloma is using the ________Blank method of establishing an IMC budget.

C. reach and frequency rule-of-thumb objective-and-task sender-receiver track and decode

Retailers use ________Blank to communicate with or sell to consumers through mobile devices.

C. share of wallet tactics social media advertising mobile commerce virtual media cooperative advertising

Persuasive advertising is often used when competition is

C. similar. nonexistent. most intense. ineffective. waning.

Marketing channels and supply chains comprise various buying entities that form relationships with one another. The basic motivating factor in these interactions is

C. the participants must create the best possible EDI system. collaboration creates transactional relationships. each party wants something from the others. retail floor salespeople need emotional support from management. the most powerful member of the supply chain always wins.

Ethan is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on

C. whether he can gain commitments from manufacturers for complementary products. how much consumers like him. how well he can identify his target audience. how much money he spends. the quality of his kayaks.

Generally, less money is spent on advertising in B2B markets than in B2C markets because

D. B2B marketing is too expensive to use advertising. B2B markets are too homogeneous to use advertising. business customers prefer incentives. B2B marketing usually requires more personal selling. publicity is the most effective advertising in B2B markets.

The Gap advertises its clothing across all channels, using the same messaging every time. This demonstrates that retailers need to ________Blank across all channels.

D. change the message often advertise the same products maintain a consistent price provide a consistent brand image keep up with trends

Sarah goes through the newspaper looking for cents-off coupons to help reduce her living expenses. Her roommate Janet does not read newspapers, but she filled out a form from inside a cereal box to enter a drawing for free exercise equipment. What kind of sales promotion reached Janet?

D. contest deal loyalty program sweepstakes premium

When supply chain members view their goals and ultimate success as intricately linked, or ________Blank, they develop deeper long-term relationships.

D. conventional horizontal administered interdependent vertical

Monique purchased some eyeliner from an Internet-based beauty supply house, and now she often receives online recommendations for other products from the same cosmetics line. These recommendations were probably the result of

D. items the retailer no longer carries. purchases other customers had made that day. products she may have returned to the company. the purchases she had made. manufacturer clearances and overruns.

Mario wants to expand the market for his specialty line of clothing, but he doesn't have the funds to build a second store or to create a catalog. What channel would be the best way for Mario to find more customers without incurring a huge expense?

D. local radio television ads store-sharing the Internet word-of-mouth

When Lowe's Home Improvement stores sell to consumers directly, it acts as a ________Blank; when it sells to other businesses, such as a building contractor, it acts as a ________Blank.

D. manufacturer; wholesaler wholesaler; retailer marketing channel; supply channel retailer; wholesaler retailer; manufacturer

Which of these is the least interactive IMC strategy?

D. mobile marketing personal selling online marketing via social media direct marketing via catalog telemarketing

Bartleby's Office Supplies has large stores resembling warehouse environments, with racks stocked from floor to ceiling with different types of office supplies. Its assortment is the largest in town, and its prices are low. Bartleby's is a(n)

D. off-price retailer. full-line discount retailer. warehouse club. category specialist. extreme-value retailer.

High Point Co. manufactures and sells extreme sports gear. Its website includes a place for customers to post reviews of its products, both positive and negative. It also encourages them to share their experiences with the products, including pictures of them using the products. These aspects of the website demonstrate the way the company uses ________Blank to sell its products.

D. product champions customer salespeople public relations community building online incentives

The importance of place is often underestimated in the marketing mix simply because

D. the product itself is so much more important. it conflicts with promotion. no one is directly in charge of place decisions. it happens behind the scenes. it occurs after making pricing decisions.

The content of an advertising message is closely tied to

D. the size of the advertising team. the coupon redemption rate. the opportunity for posttesting. the characteristics of the media selected to carry the message. the sales promotion opportunities.

Before Nikki begins her work on the company's advertising campaign aimed at consumers, her boss reminds her that the objective of the campaign is

D. to offset sales promotion costs. to maximize media planning. to win advertising awards. a pull strategy—to get the product into stores by having consumers demand it. a push strategy—to increase demand by focusing on wholesalers, retailers, or salespeople.

Risa asked her sister Bette to help her pick an aftershave for their brother. Bette started reciting a list of different brand names until Risa stopped her and said, "I know and like that one." Marketers call this type of response

D. top-of-mind awareness. recall mapping. free association. aided recall. selective recall.

As firms become more sophisticated in their communication efforts, company blogs are becoming more

E. company controlled. entertainment oriented. consumer controlled. expensive. interactive.

Suppose Atlas Inc. wants Home Depot to carry all its tools but not the tools of its competitors so that Atlas can maximize its sales. But Home Depot carries a mix of tool brands so it can maximize the sales in its tool category. This misalignment of goals will likely lead to a(n) ________Blank channel conflict.

E. conventional coercive horizontal independent vertical

Today, ________Blank dominate supply chains.

E. distributors government agencies manufacturers wholesalers large retailers

Sanjay, an industrial equipment sales rep, purchases a quick snack to eat on the way to work. He buys lunch while on the road visiting customers, and grabs bread and milk on the way home when he stops to buy gas. Sanjay probably does most of this shopping at a

E. drugstore. category specialist. conventional supermarket. warehouse club. convenience store.

For his first major assignment, Barry is working on the creative design for his company's new ad campaign. His boss reminds him that when he writes the headline, it should

E. identify the sponsor of the ad. represent the main text of the ad. overshadow the visual message. use jargon and complex terminology. be short and use simple words.

Monika is assessing the long-term effectiveness of her firm's IMC efforts. She will probably analyze the firm's success in

E. increasing inquiries, awareness, and trial of her firm's services. shifting customers to rule-of-thumb budgeting. increasing the lagged effect. expanding customer loyalty by closing the feedback loop. increasing market share, sales, and customer loyalty.

Becky is in charge of supply chain management for her company. In this role, she is responsible for

E. organizing retail space design. projecting sales prior to each quarter. calculating cost of goods sold. overseeing customer service. integrating suppliers, stores, and transportation companies.

The Salvation Army runs a holiday campaign called the Mobile Bell Ringer in which volunteers send text messages to their friends' smartphones asking them to donate to the organization. Which type of marketing communication does this represent?

E. personal selling advertising public relations sales promotions mobile marketing

Francine took pictures of wildlife while on vacation in Hawaii and sent them to the local paper when she got home, in the hope of winning a prize for best photograph. The newspaper is running a

E. premium. deal. sweepstakes. loyalty program. contest.

A ________Blank is an advertisement that focuses on public welfare issues.

E. product-focused advertisement consumer-generated advertisement push strategy reminder advertisement public service announcement

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 classic song "I Heard It Through the Grapevine." The ads, which were hugely popular and gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of

E. product-focused advertising. consumer-generated advertising. image advertising. public service announcements. institutional advertising.

When the premium gift company Harry and David mails coupons to previous customers to encourage them to reorder, it is using

E. publicity. public relations. sales promotions. mass media advertising. direct marketing.

Because manufacturers with JIT systems produce merchandise closer to the time of sale, they can

E. replace independent supply chains with corporate supply chains. effectively eliminate the need for a dispatcher. organize cooperative agreements among competing manufacturers to reduce oversupply. use exclusive geographic territories to centralize production. reduce inventories needed to satisfy retailers' demand.