Exam 3

____________ is a vertical marketing system that coordinates successive stages of production and distribution through the size and power of one of the parties.

Administered VMS

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called

Advertising

Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses

Pull Strategy

In the context of media timing, ________ means scheduling ads unevenly over a given time period.

Pulsing

The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using Crest. The manufacturer of Crest toothpaste is using

Push Strategy

A(n) ________ is a limit on the amount of goods that an importing country will accept in certain product categories.

Quota

Which of the following statements is most likely true about radio as an advertising medium?

Radio advertising is characterized by good local acceptance

A message showing a product's quality, economy, value, or performance is an example of a(n) ________ appeal.

Rational

Coffee, tea, cotton, and tobacco are the main exports of Uganda. It is most likely that Uganda has a(n) ________ economy.

Raw Material Exporting

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

Reach

In the communication process, the reaction of the receiver after being exposed to a message is called the

Response

Which of the following is a nontariff trade barrier?

Restrictive product standards

Includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.

Retailing

Reusing, recycling, refurbishing, or disposing of broken, unwanted, or excess products returned by consumers or resellers is known as __________

Reverse Logistics

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

Sales Promotion

Bicycle helmets have low immediate appeal, but they tend to benefit consumers in the long run. This indicates that a bicycle helmet is an example of a ________ product.

Salutary

_______ distribution involves the use of more than one but fewer than all of the intermediaries who are willing to carry a company's products.

Selected Distribution

Which of the following wholesaler's channel functions is demonstrated when a wholesaler's sales force helps a manufacturer to reach many small customers at a low cost?

Selling and promoting

Plasticine Palace supplies its products exclusively to Arts & Crafts, a chain of stationery stores across the country. The chain then makes the plasticine available to end-consumers. This is an example of

An indirect Marketing Channel

Which of the following statements about magazines as an advertising medium is true?

Magazines have long ad purchase lead times

Which of the following is one of the primary goals of reminder advertising?

Maintain customer relationships

The BRIC countries are ________.

Brazil, Russia, India and China

__________________ involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

Buzz Marketing

Jane, a home-maker, regularly posts new entries on her popular blog. She often reviews consumer products that she uses during the course of her day and then writes blogs about them. Her blogs are popular among other home-makers. Many of them buy products that Jane blogs about. Which major online marketing domain is illustrated from this example?

C2C Marketing

Which type of store carries a deep assortment of a particular product line, has knowledgeable staff, and can be viewed as a giant specialty store?

Category Killer

Which of the following is an objective of persuasive advertising?

Change customer perceptions of product value

A ___________ is a layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer.

Channel Layer

Examples of pleasing products include ________.

Cigarettes and Junk food

Which of the following leads to cultural pollution?

Commercial Noise

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates

Comparative Advertising

Which of the following is illustrated by an amateur 30-second video, developed by a consumer, telling the story of an online crafts marketplace, Etsy.com?

Consumer Generated Messages

Which of the following is a sociocultural factor that a company should consider before deciding to enter into a new country?

Consumer lifestyles, beliefs, and values

________ is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.

Consumerism

A(n) ________ is designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than sell the company's products directly.

Corporate (Brand) Website

Nike inadvertently offended Chinese officials when it ran an ad featuring LeBron James crushing a number of revered Chinese figures in a kung fu-themed television ad. As a result, Nike has to release a formal apology. This is an example of the impact of ________ on marketing strategy.

Culutre

By using Priceline.com, potential buyers can bid for airline tickets, hotel rooms, rental cars, cruises, and vacation packages. It is then up to sellers to decide whether or not to accept an offered bid. This is an example of ________.

Customer 2 Buyer (C2B) Online marketing

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome

Marketing Websites

Maytag's front-loading Neptune washer provides superior cleaning and energy efficiency. The Neptune washer is an example of a ________ product.

Desireable

Which of the following is the fastest growing form of direct-marketing?

Digital Marketing

In a(n) ___________channel, the same member both produces and distributes a product or service to consumers.

Direct

In the case of ________ exporting, sellers handle their own exports.

Direct

Lifebelt Insurance sells insurance only through its door-to-door salespeople. What type of marketing channel does Lifebelt use?

Direct

Lower costs in the form of cheaper labor or raw materials, foreign government investment incentives, freight savings, and the opportunity to improve the company image are the factors that would most likely lead a company to enter a foreign market using the market entry strategy of ________.

Direct Investment

Which of the following is one of the five major promotion tools?

Direct Marketing

Think Ink is a growing company that sells a variety of inks for home and business printers. Management at Think Ink has decided to open a sales branch overseas to handle sales and distribution abroad. Think Ink is engaging in ________.

Direct exporting

__________ occurs when product or service producers cut out intermediaries and go directly to final buyers or when radically new types of channel intermediaries displace traditional ones.

Disintermediation

In its advertisements, Timex promotes its affordable and sturdy watches. Fossil emphasizes style and fashion in its advertisements, and Rolex stresses luxury and status. These are all examples of _________ appeals.

Distinctive

Critics point to which of the following factors when they accuse marketing of harming consumers through high prices?

Excessive markups

With which of the following strategies would a company give only a limited number of dealers the right to distribute its products in their territories?

Exclusive Distribution

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

Fantasy

Which of the following is most likely a manufacturer-sponsored retailer franchise system?

Ford and its network of independent franchised dealers

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

Frequency

At Neiman Marcus, a first-class department store, customers shop for high-end products and they are assisted in every phase of the shopping process. Neiman Marcus is a _________

Full-Service Retailer

When critics argue that insurance, real estate, and used cars are sold, not bought, they are accusing marketers of ________.

High Pressure selling

Macy's department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macy's typically charges a relatively high markup, but also holds frequent sales and price promotions, in particular offering discounts to customers who use a Macy's credit card. Macy's uses

High-low pricing

Managers at the Imperial Hotel-Chicago complained that the chain's overall image was hurt because Imperial Hotel-Dallas was overcharging guests and providing poor service. The Imperial Hotel was experiencing _________ conflict.

Horizontal

Which of the following is the first step in developing an effective integrated communications and promotion program?

Identifying the target audience

The two key economic factors reflecting a country's attractiveness as a market are its industrial structure and its ________.

Income Distribution

When Procter & Gamble (P&G) developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

Informative Advertising

In advertising, "puffery" is a term which refers to ________.

Innocent exaggeration for effect

Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogs, Web site, and retail outlets. It uses the same models in its catalog, print ads, and Web site. Delia's works to make sure its public relations activities as well as its sales promotions harmonize with its advertising in all aspects. From this information, we can infer that Delia's is using

Integrated Marketing Communication

_________ distribution is a strategy in which producers of convenience products and raw materials stock their products in as many outlets as possible.

Intensive

________ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities.

Intermediaries

Which of the following is true of vertical marketing systems? It has one channel member owning all the other channel members or has contracts with all other channel members.

It has one channel member owning all the other channel members or has contracts with all other channel members.

Which of the following characterizes indirect exporting?

It involves less risk and investment than other entry methods

In Japan, Budweiser beer flows from Kirin breweries, and Moringa Milk Company produces Sunkist fruit juice. These are examples of ________.

Licensing

_______ involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet customer requirements at a profit.

Logistics

The decisions about reach, frequency, and impact of an advertisement fall into the category of _______ decisions.

Media

Which of the following terms best represents the communication channel which a company uses to move its advertising messages from sender to receiver?

Media

Which term refers to the qualitative value of message exposure through a given medium?

Media Impact

Which of the following is a political and legal factor that a company should consider before deciding to enter into a new country?

Monetary and trade regulations

A charitable trust's appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n) ________ appeal.

Moral

Skoda used a hard rock version of Julie Andrews' track "My Favorite Things" by the band Sound Tree to promote the new model of Fabia. Which of the following message execution styles is illustrated in this example?

Musical

Which of the following is an example of an economic community?

NAFTA

A consumer is reading a magazine with an advertisement, but due to a loud sound he is distracted from reading the advertisement and is not able to grasp its key points. In the context of the communication process, this unplanned static or distortion is called

Noise

__________ logistics involves moving products from the factory to resellers and ultimately to customers.

Outbound Distribution

Deceptive practices fall into three groups: pricing, promotion, and ________.

Packaging

________ refers to the practice of continually changing consumer concepts of acceptable styles to encourage more and earlier buying.

Perceived obsolescence

The McDonald's fast-food restaurant chain uses Ronald McDonald, a clown character, as its primary mascot. Which message execution style is used by McDonalds?

Personality Symbol

Critics have accused some producers of practicing ________ by using materials and components that will break, wear, rust, or rot sooner than they should.

Planned obsolescence

Assume that a Gucci handbag sells for $60 in Italy and $240 in the United States because Gucci must add the cost of transportation, tariffs, importer margin, wholesaler margin, and retailer margin to its factory price. This information indicates that Gucci faces a ________ problem.

Price Escalation

Which of the following is NOT a major logistics function?

Product Designing

________ consists of creating something new to meet the needs of consumers in a given country.

Product Invention

Kraft has adapted its popular Oreo cookie to the unique tastes of consumers all around the world, whether it's mango-and-orange flavored Oreos in the Asia Pacific region, green tea Oreos in China, a chocolate and peanut variety in Indonesia, or banana and dulce de leche in Argentina.. This is an example of ________.

Product adaptation

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this communications mix?

Promotion Mix

A newspaper article announced that Connect Wireless, the sixth-largest wireless carrier in a country, was changing its name to M-Mobile and that to begin the makeover process it had replaced spokesperson Robert Garmon with Catherine Naylor. Which of the following elements of a promotion mix is represented in this example?

Public Relations

One of the functions performed by a PR department is ________, which involves building and maintaining relations with legislators and government officials to influence legislation and regulation.

Public Relations

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

Public Relations

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

Slice of Life

When a company makes marketing decisions by considering consumers' wants and interests, the company's requirements, and society's long-run interests, it is practicing ________ marketing.

Societal Marketing

Randy keeps getting unwanted and annoying e-mails from several marketing firms unknown to him. The number of these e-mails is alarmingly high in his inbox. Which of the following best describes these mails?

Spam

_______ means marketing a product in a foreign market without making any changes to the product.

Straight product extension

_____________________ are facing slow sales growth because of slower population growth, increased competition, and the rapid growth of out-of-home eating.

Supermarkets

________ calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

Sustainable Marketing

Which of the following terms refers to a tax levied by a foreign government against certain imported products?

Tariff

Which of the following message execution styles focuses on the company's skill and knowledge in making the product?

Technical expertise

In the communication process, an actual HP printer/fax machine advertisement would be considered

The Message

Which of the following is a traditional sellers' right?

The right to introduce any product in any size and style

Which of the following is a challenge of marketing through online social networks?

Users may resent an intrusive marketing message

A ____________ is made up of the company, suppliers, distributors, and customers who partner with each other to improve the performance of the entire system.

Value Delivery Network

Stylize, Inc. opened an online store that triggered disagreements between headquarters and the firm's exclusive dealers. This type of a disagreement is known as a(n) ___________ conflict.

Vertical

The ________ was established to replace GATT in 1995 and now oversees the original GATT provisions.

WTO

Which of the following is an off-price retailer that sells a limited selection of brand-name grocery items, appliances, clothing, and other goods at deep discounts to members who pay annual membership fees?

Warehouse Club

Which of the following wholesaler's channel functions is demonstrated when a wholesaler holds inventories and thereby reduces inventory holding costs and risks of suppliers and customers?

Warehousing

Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ____________________

Word of mouth influence

Nonpersonal communication channels include major media, _______________, and events.

atmospheres

In recent years, service differentiation among retailers has __________

decreased

The early _______________ cut expenses by offering few services and operating in warehouse-like facilities in low-rent, heavily traveled districts.

discount stores

Specialty stores carry ________________ with ________________ within them.

narrow product lines with Deep assortments