marketing test 3

Franchise Organization

A __________ is a contractual association between a franchisor (a manufacturer, wholesaler, or service organization) and franchisees (independent business people who buy the right to own and operate one or more business units in the franchise system).

retailer cooperative

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

department store

A __________ is a retail store that carries a wide variety of product lines, each operated as a separate department managed by specialist buyers or merchandisers.

voluntary chain

A __________ is a wholesaler-sponsored group of independent retailers engaged in group buying and merchandising.

corporate chain

A __________ is two or more outlets that are commonly owned and controlled.

promotion decisions

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

place decision

Choosing locations that are accessible to the target market in areas that are consistent with the retailer's positioning is an example of a __________.

competitive parity method

The __________ is setting the promotion budget to match competitors' outlays.

musical style

The __________ shows people or cartoon characters singing about the product.

persuasive advertising

The purpose of _______ is to build selective demand.

lobbying

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

Industrial Distributors

_________ sell to manufacturers rather than to retailers

pull strategy

__________ is a promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product.

push strategy

__________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.

limited service wholesalers

__________ only offer specific services, like cash and carry wholesalers, truck wholesalers, drop shippers, rack jobbers, producers' cooperatives, and mail-order or web wholesalers.

Press relations is a function in which companies...

create and place newsworthy information in the news media to attract attention to a person, product, or service

Direct marketing

direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships

product publicity

is an activity of public relations that involves the publicizing of specific products.

Personal selling

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

The affordable method is __________.

setting the promotion budget at the level management thinks the company can afford

personal selling

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

convenience store

A __________ 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.

price decision

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

fantasy style

The __________ creates an imaginary situation around the product or its use.

objective-and-task method

The __________ is developing 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. The sum of these costs is the proposed promotion budget.

percentage-of-sales method

The __________ is setting the promotion budget at a certain percentage of current or forecaster sales or as a percentage of the unit sales price.

life style style

The __________ shows how a product fits in with a particular way of life.

slice of life style

The __________ shows one or more typical people using the product in a normal setting.

sales promotion

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

Retailing

__________ is all the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use.

advertising

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

Public affairs

__________ is building and maintaining national or local community relationships.

public relations

__________ is 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.