Chapter 13 and 14

public relations

Press conferences, speeches, store openings, special events, newsletters, and store magazines are examples of ________ activities used by retailers to promote themselves.

Corporate Chains

Sears, Target, and Kroger are examples of

Convenience Stores

Stop-N-Go , 7-Eleven, and Circle K are examples of

True

True/False: As mass markets have fragmented, marketers have shifted away from mass marketing.

True

True/False: Full-service stores usually carry more specialty goods for which customers need or want assistance or advice.

pull

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

emotional appeal

Which of the following appeals is based on the idea that consumers often feel before they think?

online social networks

Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments?

It is impersonal and lacks the direct persuasiveness of company salespeople.

Which of the following is most likely a shortcoming of advertising?

Sales Promotion

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

Public Relations

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?

Direct Marketing

Which promotional tool is the most immediate, customized, and interactive?

Sales Promotion

________ consists of strong short-term incentives that invite and reward quick responses from customers.

Agent

does not take title to goods and represents buyers or sellers on a more permanent basis than a broker

Shopping Center

is a group of retail businesses built on a site that is planned, developed, owned, and managed as a unit.

two-sided

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

Personal Selling

In most cases, what is the most expensive promotion tool?

Franchises

McDonald's, Subway, and Jiffy Lube are all examples of

Strip Malls

Neighborhood shopping centers are also known as

Drop Shipper

are a type of limited-service wholesaler who does not carry inventory or handle a product. They typically operate in bulk industries, such as coal, lumber, and heavy equipment.

Power Centers

are huge unenclosed shopping centers consisting of a long strip of retail stores, including at least one large, freestanding anchor store like Walmart. Each store has its own entrance with parking directly in front for shoppers who wish to visit only one store.

Broker

brings buyers and sellers together and assists in negotiations

Wholesalers

buy mostly from producers and sell to retailers and industrial consumers