exam 5 marketing

Benton manages a building supply company. He wants to invite 20 of his most valuable building-contractor customers to a golf outing and party. Benton will likely use the firm's ___________ to identify these customers.

CRM database

The knowledge retailers can gain from their store personnel and from data collected on customer shopping habits is valuable for developing

Customer relationship management

Chandra owns a pet sitting service. She recently paid a web developer to build a special version of his company website for use on smartphones. Customers will now be able to easily place orders for pet sitting on their cell phones. This is an example of

M- Commerce

Of the following retailers, the best example of a category killer is

Staples

__________ are subtle forms of promotion that facilitate shopping.

Store credit cards and gift cards

The manufacturer of Beats headphones by Dr. Dre decides to advertise in the "lifestyles" sections of big-city newspapers. However, this generates a limited response in sales. Which of the following represents a likely breakdown in the communication process here?

The message was not received by its intended audience.

Because many consumers choose stores based on proximity to their workplaces or homes, great locations are

a competitive advantage that few rivals can duplicate.

Though advertising experts wish it were true, there is not always a direct link between a particular form of marketing communications and

a consumers purchase

Compared to conventional supermarkets, warehouse clubs have

a lower level of service

The proliferation of new media alternatives has led many firms to shift their promotional budgets to focus on all of the following except

advertising

Cheryl asked her sister Nadia to help her pick an aftershave for their brother. Nadia started reciting a list of different brand names, when Cheryl stopped her and said, "I recognize that one." Marketers call this

aided recall

Bertone's Office Supplies has decided to branch out from its existing stores. It plans to start selling products via catalog and online. Bertone's is adopting

an omnichannel strategy

Which of the following is the least likely common emotional appeal for advertisers?

anger

The goals of IMC need to

be explicit and measurable

Brad is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should

be short and use simple words

The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the

body copy

For retailers, promotion refers to

both their in-store environment and their media communications.

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

brand awareness

Sophia could not afford expensive furnishings, but wanted a stylish home. After researching many options, she went to a local Target to purchase the trendy lamps, pillows, and art featured on its ads and website. As a consumer, which retailing challenge was Sophia likely responding to?

brand image consistency

Which of the following is the best example of a persuasive advertising message?

buy now, pay later

Today's largest retailers do all of the following except

buy products from manufactures for resell

A firm's marketing communication strategy is formulated specifically to

communicate the value of its products

It is often difficult for retailers to distinguish themselves from their competitors through the merchandise they carry because

competitors can purchase and sell many of the same popular brands.

In the early stages of an ad campaign, the objectives are established. To determine if those objectives have been met, the marketer will

conduct a posttest

Especially for marketers with new products or services, IMC is needed because

consumers are unlikely to buy products they are not aware of.

Brian, 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. Brian probably does the majority of this shopping at a

convenience store

For retailers, when making decisions regarding place, a key ingredient to success is

convenient locations

__________ is when two or more firms join to reach a target audience.

cross-promotion

__________ refers to the process by which the receiver interprets the sender's message.

decoding

If you walk into a(n) __________, you will likely find a broad variety of merchandise, deep assortment, and customer service, with everything organized into distinct departments for displaying merchandise.

department store

Macy's, Kohl's, JCPenney, and Nordstrom are examples of

department stores

Which of the following is the least interactive IMC strategy?

direct marketing via catalog

Aaron has designed innovative accessories for hard-core bicycling enthusiasts. He knows where and how he will make them, and he needs to turn his attention to getting the products to the customers. As he chooses retail partners, which of the following is least important in this process?

encouraging new bicycling enthusiasts

The three elements of any IMC strategy are the consumer, the channels, and

evaluation of the results

Amber has developed a line of luxury organic lotions and handmade soaps with unique, herb-based scents and a touch of bee balm. She plans to sell these products to residents of a nearby resort town. Which level of distribution intensity is probably best for this product?

exclusive

Heartland Plantation produces organic food products like stone-ground grits and wild rice. The company has limited production capacity and wants to carefully control where its products are sold. Heartland will likely choose __________ distribution intensity.

exclusive

Ryan 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

expensive

Higher-income consumers visiting __________ feel like they are on a treasure hunt, searching for a bargain.

extreme- value retailers

__________ reduce costs and maintain low prices by buying opportunistically from manufacturers with excess inventory, offering limited assortments of household goods and groceries, as well as health and beauty aids.

extreme-value retailers

_____________ are likely to target low-income consumers who demand national brands, but cannot afford to buy large-sized packages.

extreme-value retailers

Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of __________ to determine what is working and what is not.

feedback

The _____________ 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.

feedback

Even the best marketing communication can be wasted if the sender does not first

gain the attention of the consumer

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to

get consumers attention

In very simple words, advertising is really about

getting consumers attention

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

how well he can identify his target audience.

Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her next step will be to

identify the target audience

How does a retail distribution center supporting a store channel most obviously differ from one supporting an Internet channel?

in quantity of items shipped

Kim wants to maximize sales to the customers who walk into her store. Of the following, Kim will most likely focus on

in store promotions

Which of the following trends has led to the rapid growth of direct marketing?

increased use of customer databases

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and/or existing students.

inform; persuade remind

__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services.

informatioinal

As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more

interactive

Persuasive advertising is often used when competition

is most intense

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

it is hard to break through the clutter of other messages targeted for the same audience.

All of the following are defining characteristics of advertising except

its primary objective is to raise product awareness

Which of the following retail stores would emphasize personal selling the most as part of the firm's promotional efforts?

jewelry store

One of the difficulties in measuring the effectiveness of IMC efforts is the __________, where consumers do not act immediately after receiving a marketing communication.

lagged effect

All of the following are included in the broad factors manufacturers must consider when establishing a strategy for getting their products into the hands of the ultimate customer except

lowering production costs

Because advertising is the most visible form of marketing,

many people think of marketing and advertising as synonymous.

_______ channels are used to reach a broad audience; _______ channels are used to reach a narrower segment of consumers.

mass media; niche media

Such advertising slogans as "Buy Promise flood insurance before it is too late" are designed to

motivate consumer action

__________ is any interference in the IMC process.

noise

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and

number of impressions

John used to work for a large, well-known retailer. He left that company to work for a much smaller company, and in doing so, he discovered that the channel functions were handled very differently in the smaller firm. Looking back at his experience, he noticed that larger firms

perform many different channel functions themselves.

Campbell's Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm the ads said, "Beat the storm! Stock up on Campbell's Soup." During the storm the ads said, "Stay home and stay warm with Campbell's Soup." The first ad was __________ advertising, while the second ad was __________ advertising.

persuasive; reminder

Jennifer has worked for many years reviewing and approving print ads for her firm. She has memorized a checklist of key points to review. All of the following would be on her checklist except

photo credits

Marketers __________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.

pretest

In omnichannel retailing, what visible element must often be adjusted because of competition faced in different channels?

pricing

In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to

protect consumers from deceptive practices.

A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy.

public relations

All of the following elements of an IMC strategy involve direct interaction with a customer except

public relations

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to immediately begin implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Gretchen soon realized that this activity was part of __________, directly related to marketing.

public relations

__________ is a particularly good advertising medium for groceries and fast food because it is a highly effective means of reaching consumers at a crucial point in their decision process.

radio

In the IMC communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated.

receiver

Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm's IMC budget. He invests in a variety of advertising media, spends money on his firm's public relations efforts, and is now considering social media opportunities. To ensure he reaches his target audience with the desired message, Carlos must recognize that each IMC alternative

represents a part of a whole

Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?

rule of thumb

Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of ____________ was to lead to long-term results.

sales promotions; advertising

Most category specialists use a predominantly __________ approach to customer service.

self-service

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?

sender

When using the objective-and-task method of IMC budgeting, which process must be repeated for each product or service?

set objectives, choose media, determine costs

Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design

should not overshadow the message

If you are a marketer for a manufacturer looking to sell a narrow assortment of products to very specific market segments, you'd likely sell your product through

speciality stores

If you're a manufacturer, and you want to showcase your product in a store that has a narrow but deep selection of merchandise and where expert sales associates can assist customers with their selections, you'd most likelychoose a(n)

specialty store

Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with, "Ask your doctor about [our medicine]." After generating awareness about their drugs, the companies are next hoping tostimulate interest, persuading consumers to investigate further.

stimulate interest, persuading consumers to investigate further.

Retailers address the conflict between consumers wanting or needing only one item and manufacturers wanting to produce and ship in quantity by providing

storage

Paige recently filled out a form she found inside a cereal box, which allowed her to enter herself in a drawing for free exercise equipment. What kind of sales promotion reached Paige?

sweepstakes

Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

television

Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining

the Better Business Bureau's Children's Advertising Review Unit guidelines.

One of the greatest constraints faced by brick-and-mortar retailers—and one that the Internet channel can address—is

the amount of merchandise that can be carried in a physical store

If you send an e-mail and include a link, you can track how many people took the desired action of clicking on the link. This is known as

the click-through rate

Retailers can gain valuable knowledge about their customers from

the insights of store personnel

The sender of an IMC message hopes the receivers are

the people for whom the message was originally intended.

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

the right mix of merchandise and services

The key factor distinguishing retailers from other members of the supply chain is that

they sell to customers for their personal use

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

top of mind awareness

Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider

touting the key benefits of his firm's services

Generally, the larger and more sophisticated the channel member, the less likely that it will

use supply chain intermediaries

Supercenters are large stores that combine a supermarket with a full-line discount store. _______ dominates this category with the vast majority of supercenters in the United States.

walmart

Which of the following is the best example of puffery?

you have tried the rest, now try the best