MKT 210 Quiz 2

the key factor distinguishing retailers from other members of the supply chain is that ...

they sell to customers for their personal use

generally, the larger and more sophisticated the channel member, the less likely that it will

use supply chain intermediaries

Knowing what customers expect is essential. Retailers need to know which manufacturers their customers prefer, while manufacturers need to know ...

where their target customers expect to find their products

today, retailers like Walmart, Home Depot, and Kroger dictate to their suppliers all of the following except...

which competitors they should collaborate with

in developing marketing strategies, why is the price often the most challenging of the four P's to manage?

because it is the least understood element of the marketing mix

As the number of communication media has increased, the task of understanding how best to reach target customer has ...

become more complex

All of the following are included in the five C's of pricing except

collaboration

The basic goal of integrated marketing communication is to...

communicate the value proposition to the target market

wholesalers sell to all of the following except...

consumers

especially for marketers with new products or services, IMC is needed because

consumers are unlikely to buy products they are not aware of

marketers can take advantage of the variable nature of services by

customizing services to meet customers' needs exactly

Aaron has designed innovative accessories for hard-core bicycling enthusiasts. He knows where and how he will make them, and he needs to turn his attention to getting the products to the customers. As he chooses retail partners, which of the following is least important in this process?

encouraging new bicycling enthusiasts

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site's most used feature is its user blog in which customers - both satisfied and unsatisfied - talk about products they have purchased and the service received at Gene's. The user blog best describes which of the 4E frameworks for the store's customers?

engage

Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment?

engage

the IMC communication process includes all of the following except...

evaluation

the three elements of any IMC strategy are the consumer, the channels, and ...

evaluation of results

When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a dunk onto its Pinterest page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted?

excite

Anbinh Fashions is launching a new line of one-of-a-kind designer jewelry. Each piece is handcrafted, and production volumes will be very low. To emphasize the unique nature of this jewelry, Anbinh Fashions will most likely choose BLANK distribution

exclusive

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of social media, one can read a chapter of a book before buying it, or watch Youtube videos on different ways to use a product. All of these scenarios are aimed at which aspect of the 4E framework?

experience

because services are BLANK, it is often difficult for marketers to convey the benefits to consumers

intangible

some companies want to get their products into as many outlets as possible, understanding that the more exposure a product gets, the more it will sell. If this is consistent with the company's overall strategy, it will choose BLANK distribution

intensive

when Creative Pen Company designed a new pen that was particularly comfortable to use, it wanted to literally get the pen in the hands of as many consumers as possible. Creative Pen will probably choose BLANK distribution for its new product

intensive

distributive intensity is commonly divided into three levels..

intensive, exclusive, and selective

Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm's IMC budget. He receives offers from a variety of advertising media, spends money on his form's public relations efforts, and is considering electronic media alternatives. Carl must recognize that each IMC alternative...

is part of the whole

marketers with successful brands sometimes hesitate to expand their brands because...

it is costly to maintain many product lines, and it might weaken the brand's meaning

today BLANK dominate supply chains

large retailers

all of the following are included in the broad factors manufacturers must consider when establishing a strategy for getting their products into the hands of the ultimate customer except ...

lowering production costs

in the past BLANK controlled supply chains

manufacturers

Zappos is a successful online shoe company. One of the difficulties in running a shoe company is the need to have significant BLANK, a large number of items in each product line

product line breadth

integrated marketing communications represent the BLANK element in the four P's of a firm's marketing mix

promotion

Gary is the marketing manager for an automobile dealership. His boss tells him the firms primary goal is to increase its local market share from 15 to 30 percent. His firm is using a BLANK orientation

sales

A(n) BLANK distribution intensity helps a seller maintain a particular image and control the flow of merchandise into an area

selective

integrated marketing communications include all of the following except...

supply chain management

the old restaurant saying "You are only as good as the last meal served" reflects the fact that services are

heterogeneous