Marketing Test Unit 4

Which of the following is not an advantage of using publicity-based public relations tools?

Control by media personnel of the content and timing of messages

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

Sing-source data

Laura goes to Walmart and buys some clothing, a DVD, and all the groceries she needs for her family. What type of retailer is this particular Walmart?

Superstore

Which of the following statements applies to media planning?

The message content affects the types of media used for an advertising campaign.

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate?

The role of promotion is to stimulate product demand.

Greg chooses to have his hunting equipment stored in a location away from the main part of town so that he can have a large parking lot and an outdoor range for customers to test out his merchandise. Greg's store is

a free-standing structure

Redbox, ProActiv, and Clinique all sell their products through automatic vending, which is

a type of non-store retailing.

A(n) ____ is a very large specialty store that competes on the basis of lower prices and enormous product availability.

category killer

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

comparitive

Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) ____ be used to pretest the campaign.

consumer jury

Off-price retailers feature

deep discounts, few customer services, and central checkouts.

Which of the following wholesalers never take actual possession of the goods?

drop shippers

A common form of tactile communication in U.S. business activities is

handshaking

New store formats and advances in _______________ are making the retail environment highly dynamic and competitive.

information technology

A car dealership is switching how it determines its advertising appropriation. They are moving from an approach where they set their budget based on their projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. They are switching from the _____ approach to the _____ approach.

percentage-of-sales; objective-and-task

Kinesic communication is an element in which type of promotional method?

personal selling

To take advantage of the demand for toys leading up to Christmas, Toys 'R' Us sometimes opens _____ inside shopping malls that are only in operation for a few weeks and closes them again after the Christmas shopping season is over.

pop-up stores

In episodes of American Idol, the judges drink out of cups featuring the Coca-Cola logo. The promotion strategy being used by Coca-Cola is known as

product placement

Refer to Scenario 15.1. Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This would best be an example of

product placement

Which of the following is a full-service merchant wholesaler?

General merchandiser

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate

Primary demand

Brianna owns and operates a gift and interior store called The Gingerbread House. She works hard to put together beautiful arrangements and displays throughout the store and always features a burning scented candle and light music. She hopes these efforts will encourage her customers to buy more. Brianna is focusing on

atmospherics

Laws, government regulations, and industry self-regulation ______________ deceptive promotion.

have helped decrease

Kevin is talking with Peter about purchasing a Wendy's franchise. Peter tells Kevin that one of the major advantages of franchising for him to consider is the

higher success rate for franchises

Category killers compete primarily on the basis of

low prices and enormous product availability.

Lucas is planning a distribution strategy for his business. He is considering using direct marketing, direct selling, and automatic vending, which are all examples of ____ retailing.

non-store

The selling of merchandise outside the confines of actual facilities is generally called

nonstore retailing

Your firm is a full-service, specialty-line wholesaler and you own display shelves and space in discount stores. Your firm is a

rack jobber

Fruit of the Loom is launching a new advertising campaign. Within the first six months of the campaign, the media planners want the new advertisement's _____ to be 25% of the target market and the _____ to be four times.

reach; frequency

Kroger, Safeway, and Publix are all considered

supermarkets

Greg works with a group of farmers who provide him with a regular supply of a variety of fresh vegetables. He picks up their produce and has a regular route of grocers and restaurants that purchase quantities of the items he has on any given day. Greg's operation is which type of wholesaler?

truck

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

advertising

Laura and Marie own and operate a small restaurant. On a weekly basis, they go to their local Sam's Wholesale Club to purchase the food items and cleaning supplies they need for their business. With the exception of the volume they purchase and the items' intended use, this grocery shopping trip is identical to a weekly trip by their families to a grocery store. Sam's is serving as a ____ wholesaler for these entrepreneurs.

cash and carry

You represent a group of investors who are exploring alternatives for entering the retailing business. Many of these investors have significant past experience working for other retailing companies and they realize the retailing business is very competitive. They also realize there is a high failure rate for startups in this industry. They ask you recommend a retailing strategy that would meet the following criteria: No storefront would be needed No personal selling would be needed No traditional store operating expenses are necessary Customers can place orders via the Internet, telephone or mail Low operating expenses and limited customer service required Which of following retailing strategy are you going to recommend they use?

catalog marketing

Zoe is a manager at a small, independent grocery store. Part of her job is to analyze sales data and information on consumers to determine how much of different competing products she should order for her store and how much shelf space to give to each of the competing brands. Zoe is working on

category management

Dan is responsible for developing the promotional campaign for Under Armour's new line of footwear for teens. He will be writing advertising campaign objectives that are aimed at making the target customers' attitudes more favorable toward Under Armour, which should be stated in ____ terms.

communication

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to

facilitate re-seller support

Scenario 14.2 Lands' End offers clothing and accessories for all members of the typical household. For many years, the products were sold only through catalogs. Later, they were available through the company on its Internet website. In the past few years, Lands' End has partnered with Sears to offer selected Lands' End products inside of Sears retail stores. This move by Lands' End has been criticized by some marketers because it was thought that the Lands' End products were superior in quality to those that are available in Sears stores. Additionally, the products available in Sears stores include Craftsman tools, lawn care equipment, and household appliances, which are not Lands' End types of product lines. This may create mixed messages about Lands' End to prospective customers. Refer to Scenario 14.2. By locating in the Sears' stores, Lands' End can do all of the following, except

facilitateAnything that reduces the accuracy and clarity of communication is called wholesale exchanges

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as

fighting

By using Johnson Wholesale Co. for its distribution needs, the Apex Production has a distinct competitive advantage because the services performed by Johnson allow Apex to

focus on producing products that meet customers' needs

Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at

identifying customers

Location is important to a retailer because

location determines the trading area from which the store must draw its customers.

After developing the budget for advertising the Kia Soul automobile, marketing managers at Kia then determined what proportion of that budget would be spent on television, radio, and magazine advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) ____ plan.

media

Martin owns and operates a wholesale hardware business that supplies small hardware parts to various manufacturers in the area. He takes title to the hardware and assumes all risks associated with ownership. Martin is a

merchant wholesaler

When using the percentage-of-sales approach for determining the advertising appropriation, marketers

multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage.

What type of shopping center usually consists of several small convenience and specialty stores?

neighborhood

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

reinforcement

The advertising campaign for Crest toothpaste lets consumers know about its newest flavor, and also mentions its history as an established brand. The ad also mentions Crest's advantages and benefits. Crest's advertising would be classified as

reminder

Mister Sub offers customers a card that allows them to have a free sub for every 7 that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is

retaining existing customers

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing

sales promotion

A difference between manufacturers' agents and selling agents is that

selling agents do not have the territorial restrictions that manufacturers' agents do.

In contrast to industrial products, consumer products are often purchased because of

social influences

The overall role of promotion is to ________________and to build and enhance relationships with current and potential customers.

stimulate product demand

Sam's and Costco are examples of

warehouse clubs

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on

wholesalers

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

Advocacy

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

institutional

Brad accesses Overstock.com's site on the Internet and purchases a business laptop case. This is an example of

online retailing

Selling agents perform every wholesaling activity except

taking title to product

The Dyson Company, manufacturer of high-priced vacuum cleaners, has developed a promotional program with both push and pull policies. Dyson only sells its products through retailers who carry high-end household electronics items. For the push policy, Dyson will most likely use ____________; for the pull policy, Dyson will use ___________.

A bonus to the retailer for every Dyson vacuum sold; personal selling done by the retailer's employees.

You are the head of marketing for a major oil company based in the United States. Recently, your company was involved in a major oil spill off the coast of Texas where millions of barrels of crude oil were accidentally released into the Gulf of Mexico. The negative publicity for your company has been fast and furious since the spill occurred. However, your company took a very proactive approach in managing the disaster and the resulting publicity. Now your CEO wants to assess how effective the company has been in repairing its image. Which of the following would you recommend to the CEO?

A public relations audit

Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be executed in the month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience through a mass medium. Kyle is using the ___ form of promotion.

advertising

Threatt Production makes low-priced, convenience products that are widely available. It is most likely to focus its promotion efforts on

advertising

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

advertsing

Your company CEO is a very socially-conscious individual who believes in prudently utilizing the resources of the company to promote causes that are good for the environment and society-at-large. She recently asked you to work with the firm's outside ad agency to develop an advertising campaign that articulates the company's concern about global warming. Which of the following types of advertising will you pursue to meet her expectations?

advocacy advertising

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?

communication channel

A small self-service store that is open long hours and carries a narrow product assortment in convenient locations is best described as a

convenience store

Which of the following was developed in 1927 to supply milk, eggs, and other products for customers replenishing their ice boxes?

convience stores

Your company is planning to launch a new line of women's athletic apparel in the next six months. In order to create some enthusiasm in the market for your new products, you are working with an outside agency on the promotional ads that will run during some popular sporting events. Which of the following should be the primary objective for these promotional ads?

create awareness

Reinforcement advertising is primarily targeted at

current users of a particular product

As discount stores improve their services and atmosphere as well as raise their prices, the distinction between discount stores and ____ is becoming blurred.

department stores

_____________ identifies changes in public opinion affecting an organization.

environmental monitoring

Which of the following industries is most likely to employ combative promotional efforts?

fast food

Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack

integrated marketing communication

An open-air shopping center that features upscale specialty, dining, and entertainment stores, usually owned by national chains, is generally called a(n)

lifestyle shopping center

Merchant wholesalers who specialize in just a few functions and pass others along to other intermediaries or customers are called

limited-service wholesalers

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a

news release

Anything that reduces the accuracy and clarity of communication is called

noise

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets?

objective-and-task

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing ____ for the campaign.

objectives

The Toyota Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its vehicle, the Venza, on TV, on its website, in major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs. Refer to Scenario 16.1. Toyota's television advertisements for the Venza are examples of _______.

product advertising

Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the ____ and Wendy's is the ____ of this communication.

receiver; source

Scenario 14.1 Use the following to answer the questions. Landry Restaurants, Inc. owns a number of different franchised restaurants, including the Rain Forest Cafe and their recent addition, the T-Rex Cafe. Both the Rain Forest and T-Rex restaurants differentiate themselves from their competitors by offering a unique dining experience. At the Rain Forest Cafe you can dine under a ceiling of lush tropical forest plants while you are viewing the enormous aquarium with exotic fish. Periodically, the rain forest explodes with the sound of waterfalls and birds. Giant stuffed monkeys, parrots, and other jungle creatures are planted within the landscape. The Rain Forest Cafe also contains a gift shop, where customers can purchase t-shirts, hats, and other items emblazoned with the Rain Forest logo. The newer T-Rex Cafe has a similar approach to the uniqueness of the dining experience. The T-Rex Cafe offers guests a hands-on prehistoric experience, including educational, interactive computer screens. Customers can also pan for precious gems and fossils in Discovery Creek or feast on food from the Kitchen of Fire. The T-Rex Cafe also has a gift shop, where customers can purchase items with the T-Rex logo or build their very own stuffed dinosaur, through "Build-a-Dino" by the "Build-a-Bear" franchise. Refer to Scenario 14.1. The unique dining experiences offered by the Rain Forest Cafe and T-Rex Cafe represent the strategic issue of ____ addressed by the restaurants.

retail positioning

Refer to Scenario 15.2. The makers of Whizz considered a new promotional method for their product. A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall. Along with the Whizz, the students received a coupon for $1.00 off their next purchase. They could receive another coupon for $3.00 off if they went online and emailed five friends at another college, telling them about Whizz. The friends could then go to a website and print a coupon for $2.00 off their next purchase. The sample boxes given to the college students are an example of ____, while the emails to the five friends are an example of ____.

sales promotion; viral marketing

Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders' views of the company. Home Depot should conduct a(n)

social audit

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that ____ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

television

Steve is aware of the growth in digital media advertising, particularly to certain target markets. The use of advertising on digital devices can alienate young consumers. Steve has uncovered recent research stating that young consumers are more likely to be receptive to advertising appearing on their digital devices if the source is _____; _____ has been given, and the messages are ______.

trusted; permission; relevant or entertaining

Carla is stopped by a researcher at a shopping mall and asked what was last television commercial she remembers seeing was. This is an example of a(n)

unaided recall test.

Retailers that sell only to members and feature discount retailing combined with cash-and-carry wholesaling are called

warehouse clubs

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?

word of mouth communication