marketing 9-12

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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


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