Marketing test 3

Jannette Down is planning to open an upscale dress boutique. She is evaluating ease of movement to and from sites, vehicular traffic, types of stores in the area, and transportation networks. Which strategic retailing issue is she concerned with at the time? a) Location b) Production depth c) Product mix d) Scrambled merchandising e) Retail positioning

Location

Which of the following is NOT a service product?

Michelin tires

To determine an advertising budget or allocation, marketers set a goal that the advertising should create 80% customer product awareness of a new product within on month of introduction. The marketers then determined all of the steps, and how much each step would cost, to reach this goal. This is an example of which one of the following approaches to determining advertising budgets?

Objective-and-task

When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been? a) Selective demand b) Pioneer promotion c) Comparative promotion d) Primary demand promotion e) Retention promotion

Pioneer promotion

What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands? a) Reminder b) Reinforcement c) Competitive d) Defensive e) Institutional

Reinforcement

Which of the following products associated with weddings is most likely to be considered a service?

String music quartet

Advertising, personal selling, sales promotion, and public relations

The promotion mix

Which of the following best defines nonprofit marketing?

activities conducted by individuals and organizations to achieve some goal other than ordinary business goals

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n) a) target audience goal. b) advertising platform. c) percent-of-sales approach. d) advertising objective. e) media plan goal.

advertising objective

When a company promotes its position on a public issue, this is specifically referred to as ______ advertising.

advocacy

A merchant wholesaler

arranges for transfer of goods directly to business and retail customers

Exterior and interior characteristics such as layout, displays, color, and lighting are all elements of a store's

atmospherics

An advertising platform is the

basic issue or selling point that an advertiser wishes to include in an advertising campaign

Nike maintains a good deal of control over how its products are promoted, displayed, and sold. Because of this control, Nike would be appropriately described as the channel a) intermediary. b) captain. c) allocator. d) terminator. e) price leader.

captain

A retail strategy of managing groups of similar, often substitutable products produced by different manufacturers is called.

category management

All of the following are elements of the inseparability characteristic of services except that...

centralized mass production is difficult

When Benetton, the Italian sportswear designer and manufacturer, decided to open its own specialty shops to sell its merchandise, the firm was engaging in a) channel repetition. b) vertical channel integration. c) channel conflict. d) horizontal channel integration. e) channel expansion.

channel repetition

A sharing of meaning defines

communication

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as a) pioneer. b) competitive. c) comparative. d) defensive. e) selective.

comparative

When produce companies such as Dole Tomatoes bypass wholesalers and sell directly to retailers, it is likely to create channel ___________ between Dole and these wholesalers. a) conflict b) cooperation c) leadership d) integration e) flows

conflict

Primary demand is defined as

demand for a product category

A channel of distribution is defined as a group of individuals and organizations that...

directs the flow of products from producers to consumers

Many companies use more than one marketing channel to distribute their products the same target market, a tactic called...

dual or multiple distribution

Prudential Insurance uses "the rock" symbol to communicate stability and security to customers. This is Prudential's attempt to help customers better understand its services by

emphasizing tangible cues in promoting the service

Retro64 distributes free downloadable versions of its computer games for a short time. These efforts have a primary promotional objective of a) encouraging product trial. b) stimulating demand. c) identifying prospects. d) creating awareness. e) reducing sales fluctuations.

encouraging product trial

If Ralston Purina forced Kroger's grocery chain to place all of its products in the stores' most favorable locations, it would be a) demonstrating sound channel leadership. b) insisting on exclusive exposure. c) exercising channel power. d) minimizing channel conflict. e) creating a coordinate system.

exercising channel power

Supermarkets, discount stores, and department stores can all be classified as

general merchandise retailers

Expensive, unique and high-quality products that are purchased infrequently often reach consumers through

highly-selective distribution

Services are usually provided through ____ directed at people or objects.

human or mechanical efforts

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of...

identifying prospects

Many services have aspects that consumers may never be able to evaluate, even years after the purchase and consumption of the service. These attributes are called

immeasurable qualities

Advertising that promotes organizational images or ideas is _____ advertising

institutional

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications

The intangibility aspect of a service means that

it is not physical and cannot be perceived by the senses

Most marketing channels have marketing intermediaries. A marketing intermediary's role is to

link producers to other middlemen or to consumers

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ___________ in the communication process. a) encoding b) bad luck c) noise d) deflected transmission e) poor implementation

noise

The selling of merchandise outside the confines of physical stores is called

non store retailing

The target audience for an advertising campaign is the

people toward whom the advertisements are directed

After developing the for advertising Chevy cars, marketing managers at GM then determined what proportion of that budget would be spent on magazine, TV, and radio advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a ____ plan.

percent-of-sales

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? a) Advertising b) Public relations c) Sales management d) Sales promotion e) Personal selling

personal selling

Three types of utility that channels create for consumers include:

place, time, and possession

In an attempt to attract customers, service marketers often promise great results satisfaction to customers, but marketers should be careful not to...

promise less than they can actually deliver and keep customers away

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

promotion

Dial soup's advertising slogan "Aren't you glad you use Dial? Don't you wish everyone did?" exemplifies the use of ____ advertising?

reinforcement

Identifying an unserved or underserved market segment and serving it through a strategy that is distinguished in the mind of the consumer is called

retail positioning

Any organization that purchases products for the purpose of reselling them to ultimate consumers is a(n)

retailer

Using only some of the available outlets to distribute a product is called a) selective distribution. b) intensive distribution. c) channel conflict. d) vertical channel integration. e) exclusive distribution.

selective distribution

Long-term partnerships among channel members working together to reduce inefficiencies, costs, and redundancies in the entire marketing channel is called a) supply chain management. b) vertical channel integration. c) industrial management. d) industrial distribution. e) marketing management.

supply chain management

Personal trainers cannot complete their work without their clients present specifically because of the _____ feature of services.

tangibility

Who judges service quality?

Customers