Marketing final

Which​ budget-setting method does OXO​ utilize?

Affordable

When Sam Farber started OXO and launched​ never-before-seen products that were targeted at people with dexterity​ problems, in which stage of​ buyer-readiness was his target​ market?

Awareness

Which term refers to the communication channels through which a message is transmitted?

Media

The main objective of reminder advertising is to tell the market about a new product offering.

False

________ is an advantage of the radio.

Good local acceptance

__________ is the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying.

Handling objections

________ is a limitation of television.

High absolute cost

__________ is an advantage of outdoor media.

High repeat exposure

__________ sell to manufacturers rather than to retailers.

Industrial distributors

Which term refers to carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products?

Integrated marketing communications

Which of the following is an example of a discount store?

Kohl's

Which of the following best describes the advertising media first used with​ Kmart's "Big Gas​ Savings" and​ "Shipped My​ Pants" commercials?

Social media

Which of the following describes the creative concept?

The compelling "big idea" that will bring an advertising message strategy to life in a distinctive and memorable way

Which of the following is true about using a pulsing schedule in your advertising?

The overall costs of advertising would be low

Which of the following describes retailing?

The shopping practice of coming into retail stores to check out merchandise and prices but instead buying from an online-only rival

Which of the following best describes the type of buyer Kmart is trying to reach with its free​ shipping?

The​ omni-channel buyer

Match the store on the left with the type of retailer it is on the right.

Wal-mart-discount, Kroger-supermarket, Macy's-department store, TJ Maxx-off price retailer

A push strategy is best defined as __________.

a promotion strategy that calls for using the sales force and trade promotion to push the product through channels

Advertising is __________.

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

The affordable method sets a promotion budget __________.

at the level management thinks the company can afford

Public relations people prepare ________, such as videos.

audiovisual materials

Which of the following best describes​ Kmart's execution style in its​ advertisements?

Mood

__________ refers to media that carry messages without personal contact or feedback, including major media, atmospheres, and events.

Nonpersonal communication channel

__________ is/are the channels through which two or more people communicate directly with each other, including face to face, on the phone, via mail or e-mail, or even through texting or an Internet chat.

Personal communication channels

__________ is a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.

Personal selling

PR departments may perform many functions, including public affairs, which is ________.

building and maintaining national or local community relationships

PR departments may perform many functions, including lobbying, which is ________.

building and maintaining relationships with legislators and government officials to influence legislation and regulation

Which term refers to the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships?

Promotion mix

__________ is a short-term incentive to encourage the purchase or sale of a product or service.

Sales promotion

High selectivity is an advantage of ________.

digital, mobile, and social media

High audience selectivity is an advantage of ________.

direct mail

PR departments may perform many functions, including ________, which is building and maintaining relationships with legislators and government officials to influence legislation and regulation.

lobbying

High geographic and demographic selectivity is an advantage of __________.

magazines

Choosing locations that are accessible to the target market in areas that are consistent with the retailer's positioning are most relevant to the __________.

place decision

PR departments may perform many functions, including ________, which is building and maintaining national or local community relationships.

public affairs

Good local acceptance is an advantage of ________.

radio

A superstore is a __________.

store that offers a large assortment of routinely purchased food products, nonfood items, and services

High absolute cost is a limitation of ________.

television

Public relations people prepare ________ to reach and influence their target markets.

written materials such as annual reports, brochures, articles, and company newsletters and magazines

________ represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building.

A salesperson

__________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Advertising

Which of the following is a specific communication task to be accomplished with a specific target audience during a specific period of time?

Advertising objective

In deciding on your promotion budget, your boss told you that you could only spend based on what was left in the annual budget. Your boss was most likely using which of the following methods?

Affordable method

Which of the following describes wholesaling?

All the activities involved in selling goods and services to those buying for resale and business use

__________ is the strategy by which the company accomplishes its advertising goals, and consists of two major elements: creating advertising messages and selecting advertising media.

An advertising strategy

__________ refers to the process by which the receiver assigns meaning to the symbols encoded in the message.

Decoding

Kmart would be classified best as which type of​ retailer?

Department store

Which of the following describes the objective-and-task method?

Develops the promotion budget

________ 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

Which element of the marketing communications mix does OXO most heavily​ utilize?

Direct marketing

Which of the following describes sales force management?

Involves analyzing, planning, implementing, and controlling sales force activities

You have decided to run a new ad campaign using radio as your medium. Which of the following could be a source of noise? (Select all that apply.)

Listeners that are driving may be focused on the road., The radio signal may cut out in certain areas. , The listener may be talking to someone during the commercial break. , The listener may not remember what company made the ad.

Which budgeting method develops the promotion budget by 1) defining specific promotion objectives, 2) determining the tasks needed to achieve these objectives, and 3) estimating the costs of performing these tasks?

Objective-and-task method

A Cover Girl ad is highlighting a new line of mascara with the words "Light up your eyes" is included in People magazine. The ad features Rihanna and includes a coupon for a future purchase of their new mascara.

Sender-cover girl, Receiver-target market, Medium-peoples magazine, Feedback-people redeeming

What is the name for the shopping practice of coming into retail stores to check out merchandise and prices but instead buying from an online-only rival?

Showrooming

Which of the following describes wholesale merchants?

They sell primarily to retailers and provide a full range of services.

An advantage of newspapers as an advertising medium is ________.

flexibility

The advantage to television as a major media type is that it allows for ________.

good mass-marketing coverage

An advantage of digital, mobile, and social media as an advertising medium is ________.

high selectivity

Nonprofits engage in public relations activities for their success. They can use lobbying to try to get congress to pass bills and set budgets to help fund their efforts and investor relations to try and get independent donors to give money to their organization.

lobbying , development

Long ad purchase lead time is a limitation of __________.

magazines

Full-service wholesalers __________.

provide an entire line of services

The competitive-parity method __________.

sets the promotion budget to match competitors' outlays

A __________ is a large, low-cost, low-margin, high-volume, self-service store that carries a wide variety of grocery and household products.

supermarket

A(n) __________ is a store that offers a large assortment of routinely purchased food products, nonfood items, and services.

superstore

The advertising budget is __________.

the dollars and other resources allocated to promote a product or a company

The sender is __________.

the party sending the message to another party

Within each retail establishment of​ Kmart, external vendors stock and maintain the magazine department of the​ stores, but do not actually take possession of the product. Which type of wholesaler best describes these​ vendors?

​Limited-service wholesalers

A shopping center is __________.

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

__________ is a promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel.

A pull strategy

What is a retailer cooperative?

A group of independent retailers who jointly establish a central buying organization and conduct joint promotion efforts

This image from the TV show America's Got Talent demonstrates which type of advertising?

Branded entertainment

Which of the following intermediaries do not take ownership of products? (Select all that apply.)

Brokers , Agents

Which of the following describes public relations?

Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Which of the following is a small store, located near a residential area, that is open long hours seven days a week and carries a limited line of high-turnover convenience goods?

Convenience store

Which of the following refers to two or more outlets that are commonly owned and controlled?

Corporate chain

Although Kmart received praise for creating one of the funniest commercials of its​ time, the company was also criticized for​ it, causing marketers to combat the negativity through press releases. Which of the following marketing mix elements is mostly aligned with the​ marketers' decision to issue press​ releases?

Public relations

In your radio commercial, the voice says your product "can be found at your local convenience store." This statement is likely designed to move customer into which of the buyer-readiness stages?

Purchase

Which type of message appeal does OXO​ utilize?

Rational

Which term refers to the party getting the message sent by another party?

Receiver

Which of the following describes buzz marketing?

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

More frequently, stores are fighting for the same customers for the same products. For example, in the 1990s Walmart expanded its development of supercenters that sell groceries and in the past few years Kroger has expanded its development of Marketplace stores that sell non-grocery items such as clothing and shoes.

Retail convergence

Pillsbury has its famous Pillsbury Doughboy that stars in commercials. The Pillsbury Doughboy is an example of which advertising execution style?

Personality symbol

A voluntary chain is __________.

a wholesaler-sponsored group of independent retailers engaged in group buying and merchandising

Kmart did not create the​ "Ship My​ Pants" and​ "Big Gas​ Savings" commercials.​ Instead, they hired​ a(n) __________ named Draftfcb.

advertising agency

Flexibility is an advantage of ________.

newspapers

The radio ad you are running is aimed at getting consumers interested in buying your product. This is a form of communication and is a promotion.

nonpersonal , pull

A store that buys at less-than-regular wholesale prices and sells at less than retail is a(n) __________.

off-price retailer

O.co is able to buy products such as furniture, electronics, and clothing from manufacturers at prices lower than regular wholesale prices. They then charge customers less than regular retail prices. O.co is a(n)

off-price retailer.

Limited-service wholesalers __________.

offer fewer services than other wholesalers

High repeat exposure is an advantage of __________.

outdoor media

The __________ method sets the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.

percentage-of-sales

PR departments may perform many functions, including ________, which is creating and placing newsworthy information in the media to attract attention to a person, product, or service.

press relations

Deciding on either high markups on lower volume or low markups on higher volume is an example of a __________.

price decision

Just Shades is a store that sells nothing but lamp shades. According to this information, Just Shades is differentiating itself from the competition based on product assortment . Because of its narrow product line and deep assortment within that line, Just Shades is a(n) specialty store .

product assortment , specialty store

Deciding on store atmosphere is a major part of a product variable, and is an example of a __________.

product assortment and services decision

PR departments may perform many functions, including ________, which is publicizing specific products.

product publicity

Advertising, personal selling, sales promotion, public relations, and direct marketing are all considered __________.

promotion decisions