marketing 9-12
Which of the following is an example of horizontal channel conflict?
A Ford dealer complaining that another Ford dealer is advertising in its territory
After segmenting and defining their target markets, what should retailers do next?
Decide how they will differentiate and position themselves in the market.
Which of the following statements is true regarding oligopolistic competition?
Each seller is alert and responsive to competitors' pricing strategies and marketing moves
Which of the following correctly describes the retail practice known as high-low pricing?
High-low pricing means charging higher prices on an everyday basis, coupled with frequent sales and other price promotions.
Which of the following is true regarding the price-demand relationship?
If demand is elastic, sellers will consider lowering their price.
Which of the following is a shortcoming of advertising?
It only provides one-way communication with customers.
Which of the following is true of an intensive distribution strategy?
It strives to make products available where and when consumers want them.
Which of the following describes a just-in-time logistics system?
Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations.
Which of the following is a reason that producers use marketing channels and channel intermediaries?
Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers
Retailers must decide on which three major product variables?
Product assortment, services mix, and store atmosphere
Which of the following statements regarding the changing communications landscape is correct?
The dominance of television, magazines, newspapers and other traditional mass media is declining.
How do firms that use captive-product pricing make up for the low prices of their main products?
They set high markups on the captive products.
What is the goal of integrated marketing communications?
To deliver clear, consistent, and compelling messages about the organization and its brands
In which of the following situations is a producer guaranteed full control over product sales?
a direct marketing channel
Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this represent?
administered VSM
Margaret has been invited to a fancy dinner party and wants to bring a good bottle of wine as a gift for the host. Since she does not know much about wine, she will likely use the price of the wines as ________.
an indicator of quality
Sherwin-Williams sells its paint and other branded products exclusively through company-owned retail stores. Sherwin-Williams has established a(n) _________.
corporate VMS
________ refers to setting price based on buyers' perception of value rather than on the seller's cost.
customer value-based pricing
Macy's carries several product lineslong dashtypically clothing, home furnishings, and household goodslong dashwith each line operating as a separate department managed by specialist buyers or merchandisers. Macy's is best described as a(n) ________.
department store
Which promotional tool engages directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
direct and digital marketing
Leading "big-box" stores, such as Walmart and Target, now dominate the retail scene. However, even "small-box" stores like Dollar General, are thriving in the current economic environment. All three retailers are considered _____
discount stores
Online marketers taking business from traditional brick-and-mortar retailers is an example of _____.
disintermediation
changes in technology and the explosive growth of direct and online marketing are having a profound impact on the nature and design of marketing channels. One major trend is toward ___________ in so far as 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
Companies that use ________ continually adjust prices to meet the characteristics and needs of individual customers and situations.
dynamic pricing
Which types of stores are characterized by specialty goods for which customers need assistance and higher operating costs that are passed along to customers as higher prices?
full-service stores
Sadie's Restaurant has listened to its customers over the years and is now able to offer the right combination of quality and good service at a fair price. Which pricing strategy is Sadie's using?
good-value pricing
A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity is referred to as a(n) ________.
horizontal marketing system
Which advertising objective is used heavily when introducing a new product category?
informative
Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, Web site, and business cards. Which technique is being used by Lush Lawns to promote its business?
integrated marketing communications
Producers of convenience products typically use ______ distribution.
intensive
which of the following is a shortcoming of advertising
it only provides one way communication with customers
Many state colleges and universities charge one price for in-state students and a higher price for out-of-state students. Which form of segmented pricing are these schools using?
location-based
Busch Stadium in St. Louis charges different prices for seats in different areas of the ball park, even though each seat costs the same for the owners of the stadium. What is this form of pricing called
location-based pricing
A discount store (for example, Target, Kohl's, or Walmart) sells standard merchandise at lower prices. To do this, discount stores accept which of the following two conditions?
lower margins and higher sales
When Apple Computer Company introduced its iPhone, its priced the new product at $599, considerably higher than either their iPod or competing cellular phones. Apple Computer was pursuing a ___________________ new product pricing strategy.
market-skimming
According to the text, the most logical budget-setting method in advertising is the ______ method
objective-and-task
According to the text, the most logical budget-setting method in advertising is the ________ method.
objective-and-task
A car buyer can choose a base model at one price, or one with a premium sound and navigation system at a higher price. This is an example of _______ pricing.
optional-product
Generally, _________ is a company's most expensive promotional tool.
personal selling
Which advertising objective is best suited to building selective demand?
persuasive
One popular method of branded entertainment is ________, which embeds brands as props within other programming, for example, television shows and movies.
product placement
Starbucks has signed a contract with a television production company to have its brand featured prominently in a new situation comedy about empty nesters. The conditions of the agreement state that the situation comedy will feature only the Starbucks brand of coffee. What kind of advertising technique is being used in this example?
product placement
Bath & Body Works offers "three-fer" deals on its soaps and lotions (such as three antibacterial soaps for $10). This is an example of _______ pricing.
product-bundle
Specific promotional tools used in _______ include press releases, sponsorships, events, and web pages.
public relations
In ________, the market consists of many buyer and sellers trading in a uniform commodity, such as wheat, copper, or financial securities
pure competition
________ refers to the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.
retailing
________ is a short-term incentive to encourage the purchase or sale of a product or service.
sales promotion
Hotels and motels, banks, airlines, restaurants, colleges, hospitals, movie theaters, tennis clubs, bowling alleys, repair services, hair salons, and dry cleaners are all examples of ________.
service retailers
_______ involves focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale.
shopper marketing
The practice of coming into retail stores to check out merchandise and prices but making purchases online using a computer or mobile device is called _______.
showrooming
The _____________ message execution style shows one or more "typical" people using the product in a normal setting.
slice of life
the ______ style of advertising shows ordinary people clearly using product in a normal setting
slice of life
The American Tie Company, a necktie retailer, offers a deep assortment of men's neckties. The American Tie Company is best described as a(n) ________.
specialty store
Which type of retailer carries a narrow product line with deep assortments within those lines?
specialty stores
When setting channel objectives, companies should state the objectives in terms of ______.
targeted levels of customer service
A TV ad promoting how an ordinary person's life has changed due to considerable weight loss is an example of the ________ style of advertising.
testimonial evidence
A firm that uses direct marketing would most likely sell its products through ________.
the company Web site
The length of a channel is indicated by ___________.
the number of intermediary levels
Which of the following is an impact of the Great Recession on retailing trends?
tighter consumer spending patterns
which of the following is an impact of the great recession on retailing trends?
tighter consumer spending patterns
Providing extra amenities to differentiate and support high-priced products is referred to as ________ pricing.
value added
A(n) _______ is made up of the company, suppliers, distributors, and, ultimately, customers who "partner" with each other to improve the performance of the entire system.
value delivery network
A ________ pricing strategy for an offering begins with an assessment of customer needs and perceptions. Then a target price is set based on customer perceptions of worth.
value-based
Each PC produced by HP involves a cost of computer chips, wires, plastic, packaging, and other inputs. Although these costs tend to be the same for each unit produced, they are called ________ costs because the total changes based on the number of units produced
variable
costs that change directly with the level of production are referred to as _______ costs
variable
A ________ consists of producers, wholesalers, and retailers acting as a unified system. The system can be dominated by any one of the interdependent members.
vertical marketing system
_______ includes all the activities involved in selling goods and services to those buying them for resale or business use
wholesaling
