Videos Marketing Exam 3

In many communities, police resources are stretched to the limit. Violent crimes often trump property offenses. It's up to ______like Walgreens to collect the evidence on professional shoplifters if they want to get them out of the stores and into the jails.

RETAILERS

____________ are a major reason why the apparel industry struggles so much with wasted inventory. So, in the apparel industry, they probably have it the hardest because you're buying two or three of the same item and then keeping the one that ________ or looks best on you

RETURNS, FITS

That leaves one last kind of thief, the kind of shoplifter that the big retailers are worried about -- the professionals. They're called _____ Few people know about them, but they're a growing problem... Their main motivation is ___-___

BOOSTERS., PROFIT AND GREED.

In about three years, AFLAC's _____ soared from 8% to 89%. That compares with the most recognized brands in the world, such as Coca-Cola.

BRAN RECOGNITION

You need to get smarter about your consumers. You need to understand their purchasing predisposition. You need to understand how they're ----. You need to understand more about ------. And that's --------

CHANGING, them, technology

______ figures prominently in Walmart's relentless drive to lower costs. It's the place many of the company's suppliers must turn to if they are to meet Walmart's demands for "always low prices."

CHINA

But advertisers have a big problem. The more messages they create, the more they have to create to reach us. It's led to a vicious circle of ______

CLUTTER.

CLOTAIRE RAPAILLE: Once you get the ________, suddenly, everything starts making sense. I understand why this car sells, this car doesn't sell. You know, I understand why- why a small $29,000 Cadillac cannot sell. You know, I understand why. Because it's OFF CODE.

CODE

The 110 DCs (distribution centers) across the world are another link in the company's armor against ________.

COMPETITIVE THREATS

The focus on improvement usually leads to a focus on how to take ______ out of the business. Walmart is relentlessly efficient.

COSTS

Other secondary markets for unused goods to go are ____________ TJ Maxx and outlet stores, where returned and unsold merchandise is sent in bulk, marked down, and sold again.

DISCOUNT RETAILERS LIKE

___________ is now the default option for all sellers when they choose how to dispose of their unsold or unwanted products stored in Amazon warehouses in the U.S. and the U.K.

DONATION

Walmart is the nation's largest employer.

True

Walmart lets millions of people buy things they might not otherwise be able to afford. And that's why, good or bad, people keep shopping there. True

True

While items like clothing and diapers can ship in a plastic flexible mailer, electronics and easily damaged goods will still need the protection offered by a corrugated box.

True

DOUGLAS RUSHKOFF: What sets [Clotaire] Rapaille apart from many other market researchers is his belief that consumers are driven by _____ needs and impulses.

UNCONSCIOUS

On average, the stores now have 10 to 15 percent less inventory. Largely accomplished by reducing the _______ offered for a particular product.

VARIETY OF BRANDS

E-fulfillment centers require a lot more people, and so now we're trading in the docks and we're turning it into ______

VEHICLE PARKING.

A supermarket is often part of a chain that owns or controls other supermarkets located in the same town or multi-state region. This increases the opportunities to offer lower prices made possible by __ on the wholesale or retail levels.

VOLUME SALES

In the 1980s, _____ began to appear, proving people were willing to buy in a bulk size in a more industrial looking environment to save money. Supermarket owners converted some of their stores to this format.

WAREHOUSE STORES

Supermarkets _______ to use the [UPC bar code] system at the retail point-of-sale.

WERE THE FIRST

Some products can never be put back on store shelves once they have been stolen

true

DOUGLAS RUSHKOFF: "Give us -------" It is has become the imperative that no corporation - or any persuader - can afford to ignore.

what we want

Is it actually cheaper for many retailers to just throw customer returns away?

yes

The big lesson [for Walmart] is that you can't take Walmart and just duplicate it in Brazil. You have to ________ to Brazil. You can't take it to China and do exactly what you do in the United States.

ADAPT IT

When a PR agency takes over, it's their job to become an ______ for the healthcare companies they're working with.

ADVISOR

Back in the day, warehouses were pallets, forklifts and just a few guys in the warehouse working. Nowadays with e-fulfillment you've got a thousand people inside that building, and those thousand people want to have a little bit of comfort. We're seeing a lot of the warehouses go to completely__________ spaces.

AIR-CONDITIONED

AFLAC would rather just create the _____- through the advertising, and then have their agents go in and really explain the need for the product.

AWARENESS

They define branding as: Knowing who you are, and_______

Acting like it

What things have fueled growth in the retail e-commerce market? [Select all that apply] Faster delivery Easier return policies Free shipping

All

Ads laid claim to real, tangible ______ between one product and another.

DIFFERENCES

You put the best products at eye level. The most famous brands want to be at eye level. But there's a better spot at the end of the aisle. In the industry they are called __. As they say, "Pile it high and watch it fly!"

END CAPS

Walmart is asking its suppliers to develop a universal rating system clearly visible on every item sold on its shelves. Products would be scored based on their ________ and _______ costs. So the jeans that came from a cotton crop sprayed with pesticide would get a lower rating than ones that were not.

ENVIRONMENTAL, SOCIAL

There are two basic pricing strategies supermarkets typically use to convince customers they're getting the most out of their food dollar. One they call _______[EDLP] which is really a model that says "let's try and find what the lowest possible price is and let's sell it that way all the time." The other is called _____ where they really try to put some products on promotion for just incredible values, and they use these to bring customers in who buy the full basket of products which include products at their regular [price] levels.

EVERYDAY LOW PRICING, HIGH LOW

KEVIN ROBERTS: You know, we've moved from brands into _______. Look at Tide, for instance, in the U.S. Tide's no longer a laundry detergent. It's not about getting clothes clean anymore. All detergents get your clothes clean. Tide's about a much deeper - a deeper thing than that. It's an enabler. It's a liberator. It's - I guess you think about moving Tide from the heart of the laundry to the heart of the family.

EXPERIENCES

He opened up a lot of doors for AFLAC sales agents, but it is really the company's field force [of sales agents] that is out there talking and knocking on the doors that really make the sales, that really sit down with the consumers and________

EXPLAIN WHAT THE PRODUCTS ARE.

With e-commerce packaging under fire, Amazon decided to change the way they do shipping. Amazon introduced the Frustration-Free Packaging program. It aims to reduce the_______ created when retail packaged products [from Amazon's vendors] are placed inside Amazon boxes to be shipped. Instead, products certified in the [Frustration-Free Packaging] program that are roughly the size of a blender or larger need to be packaged [by the vendor] in their own ________ And those boxes also need to be made of 100 percent recyclable materials. For customers that means that the packaging is easy to recycle and the box is easy to open without all the excess packaging materials.

EXTRA PACKAGING, READY-TO-SHIP BOXES.

Apparel has the biggest problem with excess inventory, in part because of the current trend of____________.

FAST FASHION

Television audiences are watching _____ ads... If the audience is skipping commercials to get to the programs, why not become PART OF THE PROGRAMS themselves?

FEWER, PART OF THE PROGRAMS

As more people settled into an area, larger retail businesses known as _____________ appeared. They sold a wider variety of foods and canned goods along with just about everything else for the home or farm. As urban populations grew, stores became ____________ And [for example] usually neighborhoods had their own butcher shop, bakery, and grocery store. By the beginning of the 20th century [ca. 1900] A&P had become America's first _____________ of grocery stores.

GENERAL STORES, MORE SPECIALIZED.MAJOR CHAIN

As we see the evolution of e-fulfillment centers, we're not really getting more pallets; we don't need more pallets. We actually need less pallets. We need more ___________ Instead of having to go higher with storage (for pallets), it's higher so that you can put __________- inside the warehouse (for the shelves, bins and cubbies required for hand picking).

HAND PICKING, MEZZANINES

They [the PR agency] have to discuss all of their moves with the healthcare provider and make sure they're both on the same page when it comes to their strategy. It's essential for both parties to stay up to date with information in the ______ TO accurately relay information to customers.

HEALTHCARE INDUSTRY

Over 30% of all new supermarkets under construction in the U.S. are aimed at _____ customers.

HISPANIC

If you're buying brand-name product online S____ than Walmart, Walgreens, CVS, or Target can sell it for, something's wrong. It's stolen, or it's damaged, or it's both.

IGNIFICANTLY CHEAPER

They tend to put______type items right at the checkout counter.

IMPULSE

Walmart tracks every __________, every day.

ITEM IT SELLS

____________ can help increase consumers coming to the healthcare facility and helps raise awareness about the company.

LEAD GENERATION

The reason that very often these companies will incinerate products that are perfectly fine and good is because they don't want them out there in the marketplace, right? They don't want the brand to be perceived as ____________

LOW COST.

You feel the world through your senses - the five senses. And that's what's next. The brands that can move to that emotional level, that can create _______, are going to be the brands where premium profits lie.

LOYALTY BEYOND REASON

Walmart is thriving in China in some ways that are strikingly different from what it's doing back home. They have found a niche in China that's above the average income level and they [Walmart] are selling ______ categories with success... ...They are also selling _____ fish.

LUXURY, LIVE

There's evidence that _______ is responsible for more than half of all the [employee] theft and fraud.

MANAGEMENT

CLOTAIRE RAPAILLE: We have to understand the unspoken needs of the people. It works. Good _____ works. When we say it works, it means that marketers understand the ----- (sometimes unspoken) and they deliver.

MARKETING RESEARCH, REAL NEED OF THE CUSTOMERS

One reason why commonly-purchased products like milk are placed in the back of the store has to do with marketing strategies to ____ This layout is to make sure the consumer sees as much of the [other] product(s) as possible.

MAXIMIZE SALES.

When I was a brand manager at Proctor & Gamble, my job was basically to make sure the product was good, develop new advertising copy, design the pack. Now a brand manager has an entirely different kind of responsibility. In fact, they have more responsibility. Their job now is to create and maintain a whole _______ for people, through which they get identity and understanding of the world. Their job now is to be a community leader.

MEANING SYSTEM

How do you give them a concise representation of the work that you're doing so that it's ________ to everybody?

MEANINGFUL t

By the early 1990s, a new approach to marketing came to the fore, one that leapt right over what the product did to what the product _____

MEANT.

And some types of products can't be resold, like open, over-the-counter _________

MEDICINES

[The plastic shopping bag] is the _______consumer product in the entire world.

MOST ABUNDENT

One percent or twelve percent, either is a failing grade for us consumers. We do a very poor job of _____ our plastic bags.

RECYCLING

We definitely see more _____________ in warehouses nowadays. Whether it's the truck drivers or for the employees, we're just seeing the restroom counts go up.

RESTROOMS

Nowadays we're seeing the _________ go up to 30,000 feet, 50,000 feet. They (e-fulfillment centers) are dealing more with just the ___________ that go inside these buildings now that you didn't have before.

OFFICE, HUMAN FACTORS

What may be the most important shopping aid ever invented - the shopping cart - was created back in 1937 by Sylvan Goldman, a supermarket owner in _______

OKLAHOMA CITY.

The equipment the entire grocery industry needs to warehouse, transport and display perishable and frozen foods accounts for about _______ of the total U.S. energy use for refrigeration.

ONE THIRD

For the world's largest retailer, the ability to grow hangs on the ability to grow _______ the U.S.

OUTSIDE

The secret of all persuasion is to induce the person to ______

PERSUADE HIMSELF.

Unless they continue to be _______, they can't help anybody. So they have to give customers what they want.

PROFITABLE

Amazon says its systems are constantly evaluating what its customers will want to buy, placing orders with vendors to ensure it stocks the ___________________

PROPER AMOUNT OF INVENTORY.

Another useful end point for all this apparel and other unused inventory is ____________. This includes foreign countries where unused goods are often donated or sold at steep discounts.

SECONDARY MARKETS

The first successful _____ grocery store was named Piggly Wiggly and opened in 1916.

SELF-SERVICE

This lesson - that a brand could forge an emotional, even ______ bond with today's cynical consumer - wasn't lost on corporate America.

SPIRITUAL

Warehouses are starting to transform from this place where they sat in the supply chain and they received bulk inside the building, and then that bulk basically got repackaged and then shipped out to the _____________. And then the stores broke it down into smaller packages and put it on the shelves. What we're seeing now is that these warehouses are becoming the last stop before it gets to the ___________. So, it's really the warehouse is moving its place within the __________

STORES, CONSUMER, SUPPLY CHAIN

Customers have also been rediscovering the simplest and oldest style of shopping for food, the ______

STREET MARKET.

Walmart's technology extends to all of its ______ who get access to a trove of data.

SUPPLIERS

If we can provide, as consumers, a demand for more ___________ products, it becomes easier for [retailers and suppliers] to do those jobs in improving those systems.

SUSTAINABLE

[Amazon] wants e-commerce to be the most _______, easiest choice for its customers.

SUSTAINABLE

At the end of the war [World War II], supermarkets were in a perfect position to benefit from the period of unprecedented prosperity and growth that followed. In the 1950s, they became ___

SYMBOLIC OF THE AMERICAN WAY OF LIFE.

The old school of corporate philanthropy was, "Write the check at the holidays, and put it out the back door." The new school, from Life Is Good's perspective, is "______. Be open about it."

TALK ABOUT IT

Concerned about the environmental impact of plastic bags, cities like Washington D.C. and San Francisco are _____them.

TAXING and even BANNING

It used to be that the manufacturers and suppliers dictated the ______. It wasn't the retailer dictating to the supplier what the terms are going to be.

TERMS OF THE SALE

By far and away, the duck ad concept ______so much better than any of the others.

TESTED

Before Amazon launched Prime in 2005, free two-day shipping wasn't a thing. Today it's )______ In an effort to reduce costs and ship out an ever-increasing number of products faster, Amazon moved to plastic mailers and plastic bags for many of its smaller products. If your shipping clothes that don't need to be in boxes, they can go in a _____ As a result of which you've seen more and more products go into flexible plastic mailers. It's just part of Amazon's overall effort to ______

THE NORM, FLEXIBLE PLASTIC MAILER., REDUCE ITS COSTS.

Retailers don't like talking about it, but ______are responsible for close to half of all losses due to shrink.

Their employees

Amazon is charging [3rd party vendors] a $1.99 penalty for each product shipped that needs to be re-boxed. Basically, the point is for Amazon to get out of the business of packaging. They want their vendors to send them boxes that Amazon doesn't have to touch or re-box.

True

Plastic mailers generally ______________. [Select one] are not accepted in municipal recycling programs, and you'll need to bring them to a store that accepts plastic bags Plastic mailers have which benefits [over boxes] for the environment? [Select all that apply] A corrugated box uses 23 times more energy and produces six times more CO2 than a bubble mailer to manufacture. Plastic mailers take up less space in containers and trucks making shipping more efficient.

are not accepted in municipal recycling programs, and you'll need to bring them to a store that accepts plastic bags A corrugated box uses 23 times more energy and produces six times more CO2 than a bubble mailer to manufacture. Plastic mailers take up less space in containers and trucks making shipping more efficient.

When you think about what is the greatest pain point for the consumer -- after having it get there safely and arrive on time -- people are concerned about receiving something that is plastic or made a poly because of the __________. Just FYI - A pain point is a specific problem that customers of your business are experiencing. In other words, you can think of pain points as problems, plain and simple.

environmental concerns

Paper is degradable and definitely breaks down quickly and completely in modern landfills.

false

Often, _____ businesses are the most vulnerable. On average, they lose $1,000 a month to thieves.

small