BNAD 303 - Marketing 2

Brookstone is a retailer known for opening stores in airports, where they have a captive market. This is an example of employing which of the following six Ps to one's competitive advantage?

Place

If McDonald's reduces the price of a Big Mac by 25% and sales increase by more than 50%, the firm could describe demand as which of the following? (Choose every correct answer.)

elastic price sensitive

Effective omnichannel operations need a(n) ______, which consists of a centralized customer data warehouse that houses a complete history of each customer's interaction with the retailer.

integrated CRM system

For the marketing manager to be able to deliver consistent quality service, it is imperative to set ______.

measurable goals that are based on customer expectations

True or false: Omnichannel retailers price items the same regardless of channel.

False

True or false: The important characteristics of retailers are the same in every industry.

False

Which of the following are benefits that a service provider receives from engaging in effective service recovery? (Check all that apply.)

Improved word of mouth Increased purchase intention

Jane has realized that she does not enjoy taking a taxi to work because there is substantial ______ in the delivery of the service depending on who is driving her cab that day.

heterogeneity

The ______ pricing strategy features frequent sales, during which prices are lowered for a short time.

high/low

When consumers relish the challenge of getting the lowest price and are willing to expend the time and effort to seek out the lowest price every time, retailers should use the ______ pricing strategy.

high/low

One of the problems in using customer complaint behavior to assess buyers' service expectations is that ______.

managers often are more concerned with resolving the complaint than analyzing the essence of the problem

The integration of suppliers, manufacturers, warehouses, stores, and transportation intermediaries is called ______ management.

marketing channel

When a firm influences the actions of a consumer, the firm has probably done so through ______.

marketing communications

In the management of market channels, a strategic relationship is also known as a(n) ______.

partnering relationship

When a new product or service is launched, companies that use a ______ strategy will attempt to attract customers quickly by offering a very low price at first.

penetration pricing

Service providers cannot inventory or stockpile things like haircuts during slow times to "sell" later when the facility is busy. This characteristic of services is called ______.

perishability

If a firm sells the same product to different resellers at different prices, this can be considered ______.

price discrimination

Scheming with other companies to control prices is called ______.

price fixing

Competition, channel members, costs, customers, and company objectives are the five critical components of ______.

pricing

In omnichannel marketing, customers expect ______ consistency for the same SKU across channels.

pricing

Using predatory pricing, a firm sets a very low price for one or more of its products with the goal of ______.

driving its competition out of business

Generally, the ______ and more sophisticated a firm is, the ______ likely it will be to use supply chain intermediaries.

larger; less

One of the first steps in service recovery is that the firm needs to allow the customer to air his grievance and for the firm to ______ him.

listen to

In a simple economy, the most direct supply chain would be ______.

manufacturer to consumer

When a company considers putting together a sales force, it may choose to hire salespeople directly or use ______.

manufacturer's representatives

Imagine that Apple conducts a seminar with Best Buy employees on new features in Apple's latest iPhone. This would be an example of the ______ educating the ______ on how to use and consequently sell its new product.

manufacturer; retailer

The goal of a(n) ______ strategy is to generate profit and establish a new product or service in the market as quickly as possible.

market penetration

Getting customers into the stores by using newspapers, magazines, television, and social media refers to advertising in the ______, whereas displays and signs placed at the point of purchase or in aisles is advertising in the ______.

media; store

When an advertiser is in the process of creating an ad and debates whether to run the ad on television or in print, the advertiser is deciding on which ______ to use.

medium

One of retailers' most fundamental activities in fulfilling the needs of the target market is to provide the ideal blend of ______ and ______.

merchandise; service

Using demand notifications to notify sales associates who can physically pull an item from store shelves and verify its availability is part of ____ task management.

mobile

In relationship selling, the buyer and seller invest in opportunities that are ______.

mutually beneficial

Which type of sales promotion stimulates demand for both new and existing, mature products?

coupons

The percentage change in the quantity of one product demanded compared with the percentage change in price in another product is called ____-price elasticity.

cross

The first flow of information (Flow 1) in a supply chain occurs from ______.

customer to store

Ethical and legal issues that salespeople need to worry about include the relationship between the sales manager and the salesperson, conflicts between corporate policy and the sales rep's personal ethics, and issues that arise in the salesperson's interaction with ______.

customers

Manufacturers need to understand the ______ of different types of retailers to determine the best channels for their products

general characteristics

The ______ refers to the originator of the message in the communication process.

sender

Customer ____ refers to human or mechanical activities undertaken by firms to help satisfy their customers' needs and wants.

service

Depending on the sales ______ and the buyer's readiness to purchase, the salesperson may not use every step in the personal selling process.

situation

Total cost equals ______.

variable costs plus fixed costs

Generally, relationships in supply chains exist because the parties ______.

want or need something from one another

Manufacturers make products and sell them to ______, who resell the merchandise to retailers.

wholesalers

A direct marketing channel sells a product from a manufacturer to a consumer ______.

without a retailer

Puffery is illegal in advertising.

False

What is the perspective of salespeople in relationship selling?

Long-term

Which of the following is NOT one of the six Ps of retailing?

Partnerships

What is the first component in the communication process?

Sender

To whom are a lump sum and royalties paid when a franchise opens?

The franchisor

A marketing channel in which multiple segments are owned by the parent company is known as a(n) ______.

corporate vertical marketing system

Place in order, from the first to the last, the entities that possess merchandise in the basic merchandise flow process for a retailer. Instructions\

1. Manufacturer 2. Distribution center 3. Store 4. Customer

In which situations would a firm be most likely to use persuasive advertising? (Choose every correct answer.)

A brand that the firm wishes to reposition A product category where competition is intense A product category in the growth or early maturity stage of the product life cycle

Which personal traits have managers and sales experts identified for success in personal selling? (Choose every correct answer.)

Empathy Personality Optimism

Which of the following products or services is considered perishable in the sense that it cannot be stockpiled?

A dental exam

Which statement about marketing channels is true?

A marketing channel may be a combination of a direct channel and an indirect channel.

Which of the following is an example of power being exerted within a marketing channel?

Although all companies in the channel are independent, one large retailer controls what a small supplier can do.

Retailers help satisfy customers' needs regarding product by providing which of the following? (Choose every correct answer.)

An assortment of products geared toward their target market A mix of services relating to the products they sell Products in the quantities their customers wish to buy

Assuming the economy and other factors stay the same, a downward-sloping demand curve for a product shows which of the following? (Check all that apply.)

As price decreases, demand increases. As price increases, demand decreases.

Which of the following refers to the controllable characteristics of a store related to presentation?

Atmospherics

What is the first component of the AIDA model?

Awareness

______ metrics, such as aided recall, measure a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service.

Awareness

What are dimensions of service quality offered by a good salesperson? (Choose every correct answer.)

Being reliable Having empathy

Which of the following are advantages that online shopping has over traditional store channels?

Broader selection

Which of the following are considered part of the five Cs of pricing? (Check all that apply.)

Channel members Company objectives Competition Customers

The Service Gaps Model can be very useful to improve the delivery of services. Match each of the following gaps with an example of that gap. Instructions

Communication - A restaurant advertises they are open for breakfast, but when guests arrive on Sunday morning, there is a sign on the door indicating they only open for brunch at 11:00. Knowledge - Diners at a restaurant think the portions are too small, but the manager is unaware of this complaint. Delivery - A restaurant usually serves fresh bread made on the premises, but at the end of the day the ovens are shut down early and only cold loaves are available. Standards - Management believes that customers in a restaurant think the service is very slow, however, management allows servers to stand around and chat.

Which is one of the five Cs of pricing?

Company objectives

Which of the following belong to the five Cs of pricing? (Select all that apply.)

Company objectives Channel members Costs

What type of advertising schedule is best suited for products and services that are consumed regularly at relatively steady rates?

Continuous

Manufacturers will work with specific retailers depending on where their target consumers expect to find their products. What does this process refer to?

Customer expectations

Which of the following terms refers to the number of channel members used at each level of the marketing channel?

Distribution intensity

A manufacturer of clothing apparel currently sells its products at Neiman Marcus and Dillard's. A new survey shows that a majority of its customers now expect to find its products at Neiman Marcus, Macy's, and Saks Fifth Avenue, but relatively few customers expect to find the products at Dillard's or Marshalls. If the manufacturer acts on its customers' expectations, what action would it take in regard to its retail partnerships?

Drop Dillard's and add Macy's and Saks Fifth Avenue

Which of the following occurs in a conventional marketing channel?

Each channel member pursues its own objectives independently, with little care about other channel members.

Which factors should be considered in the process of determining an advertising budget? (Choose every correct answer.)

Firms must understand how advertising will help them meet objectives. Advertising spending will fluctuate over the course of the product life cycle.

Which step in the selling process involves generating a list of potential customers and assess their potential?

First

Which of the following do you need to know to calculate target return price? (Check all that apply.)

Fixed costs Variable costs Expected unit sales

Which of the following are some reasons that professional selling can be a satisfying career? (Check all that apply.)

Flexibility Independence Autonomy

Which of the following are standard marketing channels through which information flows? (Choose every correct answer.)

From customers to stores From manufacturers to distribution centers From stores to distribution centers

Full-line discount, specialty, department, and off-price are all types of retailers that fall under which broad retailing category?

General merchandise

What are the primary duties of salespeople? (Choose every correct answer.)

Getting orders Taking orders Sales support

in which stage of the product life cycle is persuasive advertising most often used?

Growth

Which major types of appeals are used by advertisers? (Choose every correct answer.)

Informational Emotional

When an advertising campaign for a new product is first launched, which type of advertising would be most helpful in building awareness?

Informative

Which of the following are characteristics that make marketing services different from product marketing? (Choose every correct answer.)

Intangibility Perishability Heterogeneity

____ marketing communications (IMC) encompasses a variety of communication disciplines in combination to provide a maximum communicative impact on its consumers.

Integrated

One advantage of using the ______ channel over the ______ channel is the much higher probability of having a deeper assortment of merchandise available.

Internet; retail

Which of the following are true of an advertising plan? (Check all that apply.)

It analyzes the marketing and advertising situation. It indicates how a firm can determine whether the campaign was successful. It identifies the objectives of the advertising campaign.

Which of the following is true of the Internet channel compared to the store and catalog channels?

It helps retailers offer a greater variety of products.

Television is one of the most effective media outlets an advertiser can use in executing an ad campaign. There are, however, downsides to using this approach. What are some disadvantages of using television? (Choose every correct answer.)

It may increase awareness of competitors' products. It is expensive to use.

Which of the following is true of the supply chain of an omnichannel retailer?

It often includes multiple distribution centers.

In the selling process, what term is used to describe prospective customers whose potential must be assessed?

Leads

Merchandise is marked with a black-and-white series of lines to indicate the item's manufacturer, description, packaging, and promotions. These lines are called the ______.

UPC code

Which of the following is another term for target return percentage?

Markup

Mary went to the local supermarket, where she shopped regularly, to purchase her groceries for the week. Which of the following was a delivery gap that resulted in a service failure by the grocery store?

Mary had to wait a long time in the checkout line because the clerk kept making errors using the cash register.

Which of the following intermediaries are included in indirect marketing channels? (Check all that apply.)

Merchandise wholesaler Retailer

Which of the following describes the use of a wireless network and portable devices that receive demand notifications to provide a speedy response?

Mobile task management

Which of the following are part of the atmosphere of a store? (Choose every correct answer.)

Music Lighting

Which of the following media are most appropriate for trying to reach large numbers of anonymous audience members? (Check all that apply.)

Newspapers Radio

To stay competitive with other types of food retailers, conventional supermarkets have employed a number of different strategies. Which of the following is NOT a common strategy that many conventional supermarkets have adopted?

Offering an athletic shoe department

Which of the following factors that cause fulfillment centers to operate a little differently when processing online orders as opposed to processing orders shipped to stores? (Check all that apply.)

Orders arrive from customers one at a time. Orders are sent out in relatively small quantities.

Which of the following are the two axes on which marketing channels can be viewed? (Check all that apply.)

Passive and interactive Offline and online

Which is the only area in which equal employment opportunity laws allow discrimination in hiring, promotion, or firing?

Performance

What term is used to describe the communication between a buyer and seller in which the seller's goal is to influence the buyer to make a purchase?

Personal selling

______ is a major benefit to using the Internet channel and refers to the ability to tailor the information for each customer economically.

Personalization

What are the major areas in which salespeople need training? (Choose every correct answer.)

Selling and negotiation Technologies used in the selling process Product and service knowledge

One of the most effective methods to assess how well a firm is delivering adequate service to consumers is to employ the ______ Model to evaluate their service provision.

Service Gaps

Simone is an insurance agent. Though the area Simone covers is prone to earthquakes, she has been instructed by management to tell homeowners earthquakes are not a problem and to suggest that basic earthquake damage is covered in the standard homeowners policy, even though this is not true. If legal action arises, who will be held accountable? (Choose every correct answer.)

Simone Simone's employer

When a customer purchases merchandise, it triggers a flow of information that will eventually reach which elements of the supply chain? (Choose every correct answer.)

Suppliers of raw materials Product manufacturers Distribution centers

Unlike Estée Lauder, which is a large and established firm with the resources to provide itself with its own sales force to sell its products, smaller firms will probably need to rely on which of the following to help to distribute its products?

Supply chain intermediaries

Which of the following does an integrated CRM facilitate? (Select all that apply.)

Targeting future promotions Expediting returns Handling customer complaints

When a customer purchases merchandise, what event causes information to begin moving through marketing channels?

The sales associate scans the UPC for the product the customer is purchasing.

After the preapproach phase is completed, what is the next step in the personal selling process?

The sales presentation

Which statements about measuring marketing campaigns are true? (Choose every correct answer.)

The success of campaigns is measured using marketing metrics. Factors such as the lagged effect can complicate the measurement process.

What problem might occur if a grocery store decides to install self-checkout devices?

The technology will be too challenging for some customers.

Which of the following statements about service retailers are true? (Choose every correct answer.)

They primarily sell services rather than merchandise. They are a large part of the retail industry. They include health clubs and dry cleaners.

Which of the following accurately characterize demand curves? (Choose every correct answer.)

They relate demand to prices while assuming everything else remains unchanged. They show how much consumers will demand during a specific period at different prices.

Which of the following is NOT a method to reduce delivery gaps?

Threaten to terminate employees

Distribution intensity is typically divided into how many levels?

Three

True or False: Delivery gaps always result in a service failure.

True

MAC, a brand of makeup produced by Estée Lauder, sells through the company's retail outlets. Therefore, whenever a new MAC product is made, it is automatically brought into Estée Lauder retailing outlets. Which type of channel structure does this setup represent?

Vertical marketing system

Which of the following characteristics is NOT one that distinguishes services from products?

Volatility

Which of the following pieces of information should be communicated to customers through a company's website? (Choose every correct answer.)

Where customers can purchase products Features of products and services

What is the first decision to be made when considering merchandise flow?

Where the merchandise will go

Which of the following is not a type of retailer that falls under the general merchandise retailing category?

Wholesalers

Channel members include which of the following? (Choose every correct answer.)

Wholesalers Manufacturers Retailers

In a ______, members of the channel pursue their own goals and maximize their own profits, regardless of the effect on other channel members.

conventional marketing channel

A wholesaler is ______.

a company that buys merchandise from manufacturers and resells it to retailers

Customer service is best represented by which of the following statements? Customer service ______.

adds to marketing efforts by helping to meet the customers' needs and wants

Business relationships in supply chains ______.

are based on meeting each other's needs

Price fixing is the illegal tactic of cooperating with other firms to ______ prices.

artificially establish

Which vertical marketing system gives complete power to the parent company?

corporate

An insurance agent, whose compensation is based on commission, is asked by a homeowner if damage from earthquakes is covered by the policy. It is company policy to avoid providing information about earthquake damage, so the salesperson misleads the homeowner. The salesperson ______.

can be held accountable

The five Cs of pricing include ______.

channel members

Closing the sale means obtaining ______ from the customer to make a purchase.

commitment

When closing the sale, the customer ______ making a purchase.

commits to

Ryanair advertised the lowest rates in Europe with fares of $12 between Paris and Munich. However, when Bill arrived at the airport, he had to pay $28 in taxes, $25 for one small carry-on bag, $6 for a non-alcoholic beverage, and $2.50 to use the restroom on the plane. Between Ryanair and the customer there is a ______ gap.

communication

In the United States, it is considered unethical and illegal for advertisements to ______ the consumer so much that the person is harmed.

deceive

For one person, the Taco Bell logo might mean a dieter's worst nightmare, but for another it can mean a great meal. This exemplifies the fact that each receiver may ______ a given message differently.

decode

The graph that shows how many units of a product or service consumers will want during a specific period at different prices is known as the ______ curve.

demand

When a 10% decrease in price produces more than a 10% increase in quantity sold, the product or service is responsive to price changes and is considered to be ______.

elastic

The best way to avoid vertical channel conflict is to ______.

ensure that communication between channel partners is honest and open

There might be some situations where there is inconsistency between the corporate policy and salesperson's personal ______ comfort zone.

ethical

When many students are complaining about a problem at an online university, one of the best things the university can do to better serve its students is to ______.

honestly listen to students' complaints and use their messages to build a committed relationship

The primary reason there is greater heterogeneity in services than in products is because ______.

human inputs generate differences

In addition to providing service employees with emotional and instrumental support, management should offer the staff ______ that reward them for providing customers with good service.

incentives

According to the cross-price elasticity of demand, when the price of DVD players drops, the demand for DVDs is likely to ______.

increase

A(n) ______ marketing channel includes a retailer or other intermediaries in the delivery of goods and services to consumers.

indirect

Marketing communications ______ consumers by making them aware that a product or service exists or by increasing their purchase intent.

influence

During the early stages of a product's life cycle, ____ advertising should be used in order to create and build brand awareness.

informative

One difference between products and services is demonstrated by a hair salon, where the stylist delivers the service at the same time the customer receives it. This is called ______.

inseparability

Services are ____, which means that they cannot be touched, tasted, or seen.

intangible

When a retailer advertises using newspapers, magazines, television, and social media, the retailer is using ____ , one of the six Ps.

promotion

Despite having to deal with difficult guests, the service provider can be motivated to provide "service with a smile" when the firm ______.

provides support and incentives to motivate quality service

Poor service delivery can be converted into a positive interaction through service ______, an effort that resolves the problem fairly and shows the buyer that the firm is listening to the complaint.

recovery

Advertising campaigns for products that are in the maturity stage of their life cycles and have established market acceptance will often use ____ advertising to keep the products in the minds of consumers.

reminder

One of the most important factors for adequate service recovery is for the provider to ______.

respond to the customer and resolve the problem quickly

Adding value to products and services sold to consumers in households for their personal or family use is known as ____

retail

A manufacturer will seek out partnerships with ____ who will sell the manufacturer's products and/or services to the final consumers. (Remember to type only one word in the blank.)

retailers

Offering to buy more of a product if a manufacturer lowers its wholesale price is an example of ____ power.

reward

In a ______ relationship, the supply chain members are partners who intend to maintain the relationship for quite some time and invest in ventures that will be profitable for all involved.

strategic

The five Cs of pricing are examples of pricing ______.

strategies

A pricing ______ is the general way a company decides how its prices will be determined over the long term, based on the five Cs of pricing.

strategy

Omnichannel retailers ______ provide an integrated shopping experience across all their channels.

struggle to

Another term for marketing channel management is ______ management.

supply chain

The role of the retailer is to help ______.

the consumer and manufacturer

Price is best defined as ______.

the overall sacrifice a consumer is willing to make to acquire a specific product or service

Firms have begun to rely more heavily on communicating with their customers through ______.

their websites

The _____ is fixed costs plus the sum of the variable costs.

total cost

Successful salespeople need to have appropriate personal traits as well as solid ______.

training

Which of the following are stages of the AIDA model? (Choose every correct answer.)

Awareness Interest Desire

Which activities are planned, directed, and controlled through sales management? (Choose every correct answer.)

Compensating and evaluating Personal selling Training and motivating

What are some common problems caused by the use of technology in a service setting? (Choose every correct answer.)

Customers do not understand how to use the technology. Customers dislike replacing humans with machines. The technology does not perform adequately.

Which personality trait of good salespeople shows they care about their customers, their issues, and their problems?

Empathy

Which federal agency has the general purpose of regulating food, supplements, drugs, cosmetics, medical devices, biologics, and blood products?

FDA

In which of the following ways should a sales manager treat his or her sales force?

Fairly and equally

A direct, manufacturer-to-consumer supply chain is a poor choice in a simple economy.

False

Franchisors agree to operate outlets in accordance with procedures prescribed by its franchisees.

False

Price discrimination is illegal under all conditions.

False

Service retailers, which sell services rather than merchandise, are a small and shrinking retail sector.

False

The first decision that is necessary to make merchandise flow is to choose a transportation company.

False

True or False: Service providers that have high customer satisfaction ratings this year are unlikely to achieve the same level of satisfaction next year.

False

True or false: A firm with a primary objective of very high sales growth will have the same pricing strategy as a firm with a primary objective of being a quality leader.

False

True or false: Advertisers assess a campaign only after the ad has run.

False

True or false: Marketers should expect to measure the full potential of a marketing campaign immediately after it is launched.

False

Amazon.com is an Internet channel that consumers use to purchase a wide variety of products. Which of the following aspects of Amazon.com are advantages it has over the store channel? (Choose every correct answer.)

Greater ability to collect information about consumer shopping behavior Greater personalized information Greater selection of products

Public relations is the organizational function that oversees a company's communications to achieve a variety of objectives including which of the following? (Check all that apply.)

Handling unfavorable stories or events Maintaining a positive image Maintaining positive relationships with media

Roberto is manager of a Xerox sales team that emphasizes relationship selling. His team works with customers to provide technical support and customer service. What is Roberto's relationship selling goal?

Help customers find beneficial solutions

Which of the following is most likely to lead to high levels of customer loyalty?

High customer satisfaction ratings

The competition in food retailing could best be characterized as which of the following?

Highly competitive

Which statement about marketing channels is true?

IMC combines the channels so that together they exceed the total of the individual channels.

Advertising is a paid form of communication, delivered through media from an identifiable source, about which of the following? (Choose every correct answer.)

Idea Service Product

Which of the following steps should marketers follow when using the objective-and-task method to determine a budget? (Check all that apply.)

Identify the cost of the necessary communications Establish a set of communication objectives Determine which media best reach the target market

Which of the following businesses would have the easiest time introducing a new product line in stores?

MAC Cosmetics, which operates its own retailers

If a manufacturer instructs a retailer on how to use a newly released product, this would be an example of the manufacturer getting involved with which of the following six Ps?

Personnel

______ is important for the manufacturer and retailer to consider when determining how to position a brand and the products that fall under the brand.

Price

Break-even analysis examines the relationships between which of the following? (Choose every correct answer.)

Price Cost

To determine how much integration is best, each retailer must address issues such as which of the following? (Choose every correct answer.)

Pricing Supply chain Brand image Integrated CRM

What term is used to describe advertising focused on informing, persuading, or reminding consumers about the company's specific offerings?

Product-focused

The integrated marketing communications process refers to which of the six Ps in the marketing mix?

Promotion

What are three of the six Ps that marketers often rely on to facilitate retailing strategy?

Promotion Price Personnel

A business that experiences service delivery gaps can use which of the following methods to improve the quality of its service? (Check all that apply.)

Provide incentives and support for service providers Empower employees to work in the customer's best interest Implement self-service technologies

Which factors are improved when companies behave ethically with their customers? (Choose every correct answer.)

Quality of business Long-term relationships

What is most likely to deteriorate quickly if customers believe that they have not been treated in an ethically proper manner?

Relationships

Lilly went to the Yummy Fork for lunch, and when her food arrived, it was not what she ordered. She later posted a negative comment about the Yummy Fork on a blog. Which one of the five service dimensions was used by Lilly to determine she did not like the service by the Yummy Fork?

Reliability

Match each of the five dimensions of service quality (on the left) with its definition (on the right). Instructions

Reliability- Ability to perform the service dependably and accurately Responsiveness - Willingness to help customers and provide prompt service Assurance - Knowledge and courtesy by employees and their ability to convey trust and confidence Empathy - Caring, individualized attention provided to customers Tangibles - Appearance of physical facilities, equipment, personnel, and communication materials

What kind of advertising might firms use when products already have solid brand recognition and market acceptance and are in the maturity stage of their life cycles?

Reminder

______ refers to a set of a business activities that add value to products and services sold to consumers for their personal or family use.

Retailing

Which of the following types of power do monetary incentives represent?

Reward

What term describes all the employees who are responsible for selling products or services?

Sales force

Which of the following groups is directed and controlled through sales management?

Sales force

What term is used to describe the special incentives offered by a firm to encourage customers to make a direct purchase?

Sales promotions

True or false: The general price range of the products offered by a retailer helps define its image.

True

For most products, demand increases as the price decreases. Because of this general trend, demand curves usually have a(n) ______ slope.

downward

Guitar Center reinforces its image of selling high-quality musical equipment in its stores and catalogs and on its website. This is an example of providing a consistent ______ across all channels.

brand image

It is very important for the retailer to provide a consistent ______ across all channels.

brand image

A useful technique that enables managers to examine the relationships among cost, price, revenue, and profit over different levels of production and sales is called ______.

break-even analysis

Advertising, personal selling, sales promotion, direct marketing, and public relations are among the many communication disciplines that make up IMC, which refers to integrated marketing ______.

communications

If the Americana Hotel has successfully closed the standards gap, the knowledge gap, and the delivery gap in providing customers with service, it is still necessary to close the

communications

If a company chooses to sell through a(n) ______, this means that it employs its own salespeople.

company sales force

One of the five Cs of pricing is ______.

competition

The five Cs of pricing are company objectives, customers, cost, channel members, and

competitors

An effective method to assess customer service expectations is to analyze customer ______ behavior in which management is told by buyers what dissatisfies them.

complaint

Because each of the channels is somewhat ______, a critical decision facing multichannel retailers is the degree to which they should or are able to integrate the operations of the channels.

different

In a(n) ______ marketing channel, products are sold by a manufacturer to a consumer without going through a retailer.

direct

What are common types of marketing channels? (Choose every correct answer.)

direct indirect

A ____ center is a facility where goods are received, stored, and shipped to company stores.

distribution

A facility that receives, stores, and redistributes merchandise to company stores is known as a ______.

distribution center

Information in a supply chain flows to and from which of the following? (Choose every correct answer.)

distribution centers manufacturers wholesalers

With the ______ pricing strategy, a company adopts retail prices that are typically somewhere between the product's regular price and the sharply discounted sale prices that competitors occasionally offer.

everyday low

The strategy of ______ appeals to consumers because it reduces their need to spend time comparing prices at various stores.

everyday low pricing (EDLP)

Retailers like Dollar General fall into the category of ______ stores. By contrast, retailers like Macy's are considered ______ stores.

extreme-value; department

A restaurant is facing a problem in service delivery on a night when there are twice as many customers dining as usual. An integral part of recovery of the service dilemma is to provide both distributive and procedural ____ in resolving the delays in getting all customers served.

fairness

When a hotel has a service delivery problem such as a broken air conditioning system on a very hot weekend, one critical element of service recovery is to ______.

find a solution that seems fair to all customers

One of the basic ways in which services differ from products is that production and consumption are ______ from each other. Consequently, service providers often include options for the customer to become more involved in the production of the service, which usually results in greater customer satisfaction.

inseparable

The most fundamental difference between services and goods is that services are ______.

intangible

To minimize conflict, each member of the supply chain should ______ what drives the other members.

understand

Xerox sells to different customers in different sales situations. In order to capture customer commitment, Xerox salespeople must determine what steps in the ______ process are appropriate.

personal selling

When customer service or product offerings are individually tailored to the consumer shopping on an Internet channel, they are said to be ______.

personalized

One strategy that Starbucks uses is opening stores in areas where competing coffee shops would have little chance of staying competitive with Starbucks. What Starbucks is essentially doing is saturating the market, a strategy that falls under ______ within the six Ps framework.

place

A large grocery store chain insists that its suppliers stop packaging their bagels in plastic wrap, and they comply. This is an example of ______.

power within a marketing channel

A firm sets extremely low prices for its products so that most customers will stop shopping elsewhere. This will cause other companies to go out of business and leave the firm with no more competition. The firm has engaged in ______.

predatory pricing

The overall sacrifice a consumer makes to acquire a product or service is known as

price

Manufacturers may offer discounts to retailers that run special promotions featuring the manufacturer's products. This is an example of ______ power.

reward

McDonald's has a policy that, in addition to ketchup, mustard, and onions, all burgers must have two pickles. This contributes to efforts to reduce the ______ gap and provide measurable service quality based on expectations.

standards

A customer with a complaint about the way in which a washing machine repair was made will become increasingly more annoyed with the service provider ______.

the longer it takes to get an answer from the firm