MKT 300 Final

this type of store carries a wide variety of product lines. They have been squeezed between more focused and flexible specialty stores on the one hand and more efficient, lower priced discounters on the other. Service remains the key differentiating factor A. department stores B. chain stores C. factory outlet stores D. merchant wholesaler stores

A

when a celebrity writes a book, bookstores can expect some customers to want the book, but cannot predict whether it will become a best seller. The bookstores primary inventory management challenge is A. having enough books to satisfy customer demands versus the cost of having the inventory B. whether to price the books in the distribution center or at the retail stores C. whether or no to display the book at the checkout counter D. how to get the author to sign copies of the book E. which other books to promote along with the book

A

Compared to mass media advertising, a key advantage of direct marketing is that A. it uses the rule of thumb budgeting method B. it is used almost exclusively for B2B marketing C. it reaches a larger audience D. it allows for personalization of the message E. it involves face to face contact

D

Ed instagrams a picture of his great restaurant meal to friends with his recommendation to try the restaurant. Which type of media best represents Ed's communication A. direct media B. paid media C. indirect media D. earned media E. owned media

D

the beer slogan "taste great, less filling" is an examples of A. comparative advertising B. pioneering advertising C. direct competitive advertising D. earned advertising E. indirect competitive advertising

not comparative advertising E?

____ is best able to attract customers when it integrates customer needs with product benefits and the business' name A. media choice B. media response C. ad copy D. media selection E. message frequency

not media response C?

Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of A.direct marketing B. price mediations C. sales promotions D. public relations E. advertising

A

Charming Charlie is a fashion accessories retailer, encourages visitors to its stores to "check in" using a smartphone app. In return, customers recieve an instant coupon toward that days purchase. This is an example of A. mobile marketing B. advertising C. mass media D. personal selling E. guerilla marketing

A

Compared to conventional supermarkets, warehouse clubs have A. a lower level of service B. a broader assortment of food items C. no products appealing to small businesses D. slightly higher prices E. lower annual fees

A

Jane represents a manufacturer who makes unique, high end hats. When making a recommendation about potential retail partners, what should be Janes first consideration A. how likely is it for certain retailers to carry this product B. when will customers want this product C. what assortment of products will customers want D. what prices will customers be willing to pay E. what is the appropriate advertising strategy

A

Producers benefit from using intermediaries because they ________. A. offer greater effeciency in making goods available to target markets B. save a lot of work C. are generally backlogged with orders D. operate less expensively

A

The most logical budget-setting method is the ________ method because it is based on spending necessary to accomplish specific promotion goals. A. task B. competitive party C. affordable D. percentage of sales

A

Though advertising experts wish it were true, there is not always a direct link between a particular marketing communication and A. a consumers purchase B. enhanced decoding processes C. supply chain effectiveness D. the level of noise in the IMC channel E. the reach / freuency ratio

A

each store has a "feel"; one store is cluttered, another cheerful, a third plush, a fourth somber. the store must plan a(n) _____ that suits the target market and moves customers to buy A. atmosphere B. broker C. shopping center D. agent

A

integrated marketing communications produces better communications _____ and greater ____ impact A. consistency, sales B. variety, production C. marketing, sales D. sales, consistency

A

short term incentives to encourage the purchase or sale of a product or service is called A. sales promotion B. public relations C. direct marketing D. Encoding

A

the unplanned static or distortion during the communication process, which results in the recivers getting a different message than the one the senders sent is called _____ A. noise B. feedback C. distraction D. decoding E. response

A

A(n) _____ distribution intensity helps a seller maintain a particular image and control the flow of merchandise into an area A. variable B. selective C. intensive D. widespread E. collective

B

In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process? A. channel B. sender C. transmitter D. encoder E. reciever

B

Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media and finally, she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget A. competitive party B task C. rule of thumb D. track and decode E. reach and frequency

B

Marketers often use focus groups to learn how consumers interpret their IMC messages. Experience has shown that A. marketers can almost always use the same message for all audiences B. each receiver decodes IMC messages in his or her own way C. effective branding requires marketers to encode messages identically for each market D. action is taken before desire and interest are determined E. messages are decoded int he manner intended by the encoder

B

____ means that all your corporate messages, positioning and images, and idenitfy are coordinated across all venues A. USP B. IMC C. CPM D. GRP E. TRP

B

after ___ the message, the communicator must research its ____ on the target audience A. encoding, noise B. sending, effect C. decoding, media D. receiving, encoding

B

campbell soup has a 50% market share. A small local soup brand claims that it tastes "as good as Cambells" This claim represents what type of advertising? How should Campbell respond? A. comparative, respond with an ad that names the competitor B. comparative, do nothing C. direct competitive, this is puffery ignore it D. direct competitive, respond with an ad that names the competitor E. illegal, file a lawsuit against the local brand

B

for consumers, shopping in a retail store instead of online offers unique benefits of participating in a social experience and A. viewing a greater selection of products B. obtaining immediate gratification C. receiving personalized offers D. receiving meaningful product information E. viewing price matching by competitors

B

integrated marketing communication involves identifying the ____ and shaping a will coordinated promotional program to elicit the desired audience response A. push strategy B. target audience C. opinion leaders D. pull strategy

B

marketing communicators must do all of the follwing except A. determine the communication objectives B. all are correct C. collect feedback D. identify the target audience E. select the message channels

B

one difficulty associated with using mass media advertising as part of a marketers IMC efforts is A. it works only when communicating to the most uninformed consumer's B. it is hard to break through the clutter of other messages targeted for the same audience C. it is popular with young customers D. government regulation have significantly decreased allowable advertsing frequencies E. it is more expensive than personal selling

B

sales promotions include all of the following except A. free samples B. online ads C. coupons D. point of purchase displays E. rebates

B

the communication medium through which the message moves form sender to reciever is called the A. communication process B. message channel C. advertising plan D. internet

B

the more the senders filed or experience ____ with that of the reciever, the more _____ the message is likely to be A. varies, distinguishable B. overlaps, effective C. all are correct D. connects, inneffective

B

which media type is considered the most trusted information source by customers for acting on the information but is difficult for a brand t create, measure or target? A. paid media B. earned media C. direct media D. indirect media E. owned media

B

which of the following best illustrates adjusting "discrepancies of assortment" A. RCA sold more than 2,000,000 Tvs last year B. general motors makes Hummer for one product market and chevrolet for another product market C. a hardware store sells all the hardware items wanted by most people D. 3 firms produce over 60% of all DVD players sold in the US E. over 310 million US consumers are served by around 330,000 manufacturers

B

which of the following is NOT a potential marketing communications problem leading to low levels of customer response? A. poor media selection B. all are potential marketing communications problems C. weak value proposition D. ineffective ad content E. insufficient ad frequency

B

If the _________ is effective, consumers will then demand the product from channel members, who will in turn demand it from producers A. direct marketing B. pull strategy C. push strategy D. word of mouth influence

Bf

"better mileage than a honda civic" is an example of A. native advertising B. direct competitive advertising C. comparative advertising D. deceptive advertising E. puffery

C

"buy it now" refers to ___ A. personal selling B. advertsing C. sales promotion D. nonpersonal communication channel

C

"native" advertising is what type of media? A. owned B. ineffective C. paid D. earned E. direct

C

A cheese processor having regular need for regional storage of a large quantity of cheese probably should use ______________ warehouses. A. general merchandise B. commodity C. private D. public

C

A retailer's _____ should differentiate the retailer while matching target shoppers' expectations. One strategy is to offer merchandise that no other competitor carries A. broker B. agent C. product assortment D. chain stores E. marketing mix

C

Because many consumers choose stores based on proximity to their workplaces or homes, great locations are A. always situated near supply chain members B. almost always locations near to big box discounters C. a competitive advantage that few rivals can duplicate D. difficult to define E. more important than great products

C

Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names when Cheryl stopped her and said, "I recognize that one." Marketers call this A. selective recall B. free association C. aided recall D. recall mapping E. top of mind awareness

C

Lars wants to purchase a gift for a colleague whose home he will be visiting. He decides to bring luxury chocolates, because he knows most people enjoy them. Although he is not sure about specific products, Lars heads directly for a store selling Godiva Chocolates because he knows this is a high-end brand. Lars can be said to have A. brand preference B. aided recall C. brand awareness D. brand insistence E. brand image

C

The manufacturer of Beats by Dr. Dre headphones decides to advertise in the lifestyles sections of big-city newspapers. However, this generates a limited response in sales. Which of the following represents a likely breakdown in the communication process here? A. the message was not transmitted B. the mesage was encoded incorrectly C. the message was not recieved by its intended audience D. the sender was not clearly identified E. the message was decoded incorrectly

C

Walgreen's, CVS, and other "drugstores" have become scaled-down versions of mass-merchandisers by adding small appliances, housewares, food, and other items to their traditional lines. This type of "scrambled merchandising" is meant to deal with the increasing desire that consumers have for: A. prestigious brand names B. quality C. convenience D. low prices E. personal service

C

Which of the five major promotion tools includes building up a positive corporate image and handling unfavorable stories and events? A. personal selling B. sales promotion C. public relations D. direct marketing

C

____ channel conflict occurs when there is disagreement or discord among members at the same level in a marketing channel, such as two competing retailers or two competing manufacturers A. coercive B. vertical C. horizontal D. independent E. conventional

C

_____ is defined as when new types of retailing forms begin as low-margin, low-price, low-status operations. They challenge established retailers and eventually take their place A. agent B. growth of retailing C. wheel of retailing concept D. broker

C

a "good" retail strategy planner knows that A. none of the provided alternatives is correct B. its a mistake to try to develop a strategy that isn't equally appealing to all social classes C. the failure rate among beginning retailers is high D. its a mistake to try to develop a strategy tat isn't equally appealing to all income groups E. emotional needs are more important than economic in choosing a retailer

C

if a manufacturer had a full range of products, in a number of different container sizes, which kind of store would the company be least likely to choose a retailing partner A. conventional supermarket B. supercenter C. convenience stores D. full line discount stores E. warehouse club

C

what is not on the checklist for integrating the firms marketing communications A. analyze trends, internal and external B. identify all contact points for the company and its brands C. study the competitors motives D. audit the pockets of communications spending throughout the organization

C

when a firm is interested in earning word of mouth publicity from customers, which of the following approaches would help the firm? A. the firm should heavily advertise that all of its products are great B. the firm has to discourage referral programs as they do not always promote positive word of mouth C. the firm should ask for recommendations from satisfied customers D. the firm should show high performance through it can be inconsistent E. to maintain reliability, the firm should offer social media content that cannot be easily shared.

C

which of the following is an objective associated with push type communications A. greater awareness B. customer interest that pushes the product through the channel C. greater shelf space D. greater customer loyalty E. reduced search effort

C

which of the following media types is een as having high message control and can easily target a large number of customers A. owned media B. earne media C. paid media D. indirect media E. defined media

C

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 ____ distribution A.independent B. primary C. intensive D. selective E. exclusive

C?

The Department of Motor Vehicles (DMV) in a large US state decided to conduct a survey to determine the level of satisfaction with its services among a random sample of consumers. The survey costs $25,000, and the results were pretty positive-people in general seemed reasonably satisfied with DMV's services. As the agency's managers were busy congratulating themselves, one manager remarked, "So much for how people feel about us now. We'll have to work even harder to just to maintain the current level of customer satisfaction when we do the survey next year." What would best explain this manager's observation?

Consumer expectations change over time and often increase.

"Call now, operators are standing by to take your order", is an example of A. earned advertising B. comparative advertising C. indirect competitive advertising D. direct compeititve advertising E. pioneering advertising

D

Andrea's Kitchen is a catering business that operates by means of its own website. Customers order party platters, pastries, and other foods that the company makes to order. The items are then vacuum-packed in dry ice and shipped to the customer's address via overnight delivery. Andrea's Kitchen is part of a(n): A. indirect channel. B. dual channel. C. intermediary channel. D. direct channel. E. traditional channel.

D

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 firm's public relations efforts, and is considering electronic media alternatives. Carl must recognize that each IMC alternative A. in part of noncommercial free speech B. will stand on its own C. doesnt help communicate value to the consumer D. is part of the whole E. is dictated by the nature of the supply chain

D

Cora will be a bridesmaid next summer and has purchased her dress online. When she turns on her computer again, Cora is surprised to see special offers for matching accessories. This is an example of which marketing strategy? A. promotional selling B. public relations C. earned media D. direct marketing E. mass media advertsing

D

From the economic system's point of view, the role of marketing intermediaries is to transform the _____ made by producers into the _____wanted by consumers A. product, products B. products, assortment of products C. assortment of products, products D. assortment of products, assortment of products

D

If you ever watched a television commercial and at the end of the message wondered what it was promoting, you may have had trouble __________ the IMC message A. personal selling B. earned media C. public relations D. direct marketing E. mass media advertising

D

Producers benefit from using intermediaries because they ________. A. save a lot of work B. generally backlogged with orders C. operate less expensively D. offer greater efficiency in making goods availble to target markets

D

Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is A. ineffective B. overated C. simple D. expensive E. easy

D

Sally could recall the brand of toothpaste she used only when a marketing researcher mentioned the brand. This is known as A. brand indifference B. top mind awareness C. brand preference D. aided recall E. uniaded recall

D

Shorter lead times allow retailers A. access to a more diverse supply chain B. to reduce the need for pick tickets C. to skip advanced shipping notices D. to reduce the needed level of inventories E. to replace JIT systems with VMI systems

D

____ has distinctive characteristics; nonpublic, immediate and customized, and interactive A. integrated marketing B the push strategy C. the pull strategy D. direct marketing

D

____ includes point of purchase displays, premiums, discounts, coupons, specilaty advertising, and demonstrations A. affordable method B. direct marketing C. public relations D. sales promotion

D

a typical problem for limited-line retailers is that A. they usually cannot carry enough items in a line for any customers to find what they want B. their marketing strategy usually relies on low price C. it is almost impossible for them to satisfy any particular target markets better than other types of retailers D. many of the times they carry are slow moving E. all provided alternatives are problems for limited-line retailers

D

in the past, ACME autoparts store experienced stockiest - failure to have the parts auto mechanics needed to do their work that day - increasing the likelihood of the mechanics switching to competing auto supply stores. to avoid his problem and keep the customer mechanics, ACME most likely A. canceled orders and shifted the business to competitors B. returned to traditional distribution logistics C. used exclusive geographic territories to reduce supply chain inefficiencies D. stockpiled inventory, adding to the cost of providing auto parts E. increased promotional outlays to overcome customer dissatisfaction

D

mass media advertising has long dominated the promotions mix of consumer product companies. However, ______ fragmentation has resulted in ______ fragmentation A. advertising, promotion B buzz marketing, sales C. none are correct D. market, media

D

one of the hardest marketing decisions facing a company is A. how to use public relations B. how to use competitive party C. how to deal with feedback from customers D. how much to spend on promotion

D

the concept of _____ marketing communications suggests that the company must blend the promotion tools carefully into a coordinated _____ A. percent of sales, integration B. affordable, promotion mix C. none are correct D. integrated, promotion mix

D

the process by which the reciever assigns meaning to the symbols encoded by the sender is known as A. encoding B. acknowledgment C. feedback D. decoding E. channel

D

the process of putting messages into words, pictures and or symbols is called A. channeling B. sending C. messaging D. encoding E. decoding

D

the right communication channel to use in IMC is A. the one that maximizes decoding difficulty B. network advertising, local newspapers, and regional radio stations C. the one with the best encoding capabilities D. the one that will connect to the desired recipients E. the traditional channel used in that particular retail sector

D

to select the best channel to communicate with target customers effectively, a business has to have a good understanding of their _____ A. buying power B. buying habits C. personalities D. media habits E. lifestyles

D

when companies fail to ____ their various communication channels, consumers may become confused A. label B. decode C. advertise D. integrate

D

which of the following transportation modes is best at handling large amounts of variety of goods at one time A. rail B. pipeline C. air D. water E. truck

D

Especially for marketers with new products or services, IMC is needed because A. new products and services need to be integrated into the supply chain value proposition B. it is impossible for products to sell themselves through word of mouth communication C. consumers need to know ll about the features of new pordcuts before making a purchase decision D. pricing decisions cannot be made without IMC E. consumers are unlikely to buy products they are not aware of

E

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from A. feeling to thinking B. "i want it" to "i like it" C. interest to awareness D. action to desire E. "i like it" to "i want it"

E

Wholesalers sell to all of the following EXCEPT A. manufacturers B. businesses C. retailers D. industrial users E. consumers

E

distribution intensity is commonly divided into 3 levels A. administered, vertical, independent B. primary, secondary, tertiary C. corporate, contractual, independent D. global, national, local E. intensive, exclusive, selective

E

our company relies on mass media paid advertsing! Identify the strategic disadvantage A. the firm cant target a large audience at once B. the firm has very little message control C. the firm needs to attract customers to sites and create value to assure their return D. the firm cannot measure the audience awareness of the advertisement E. the firms advertising messages can be easily avoided by customers

E

social media could be used to deliver which of the following types of content A. customer service B humor C. educational content D. insider - knowledge E. all of these answers are correct

E

the Acme auto plant has its suppliers deliver parts every four hours when the plant is in operation. Acme uses _____ inventory control system A. cross - docking B. lead time C. UPC D. pick ticket E. JIT inventory

E

the objectives of a ___ marketing communication are to motivate channel intermediaries to stock particular brand and make it more available to consumers A. corporate B. consumer C. pull D. intermediary E. push

E

when placing physical distribution, the marketing manager should A. make use of distribution center B. set the customer sercice level so that every customer can get the product exactly when he wants C. maximize the speed of delivery D. minimize the cost of transportation E. minimize the cost of distirbtuon for a given customer service level

E

ACME 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 jewlery, ACME fashions will most likely choose ____distribution. A. selective B. luxury C. monopolistic D. intensive E. exclusive

E?

the choice of symbols that the sender transmits is called ______ A. noise B. message C. encoding D. channel E. decoding

NOT message C?

marketing communicators must understand how the target audience ____ a message to be good at _____ messages A. encodes, decoding B none C. receives, encoding D. decodes, encoding

Not C or A D?

A manufacturer of accessories for personal computers evaluates all the alternative systems by combining order processing, transportation, inventory management, and storage. If the total cost approach is followed, which physical distribution system should the manufacturer select?

The one that maximizes customer service and minimizes the cost of each individual component of physical distribution.

The best transportation alternative for shipping chickens from farms in West Virginia to processing plants in Maryland would be:

Truck

Andrea's Kitchen is a catering business that operates by means of its own website. Customers order party platters, pastries, and other foods the company makes to order. The items are then vacuum-packed in dry ice and shipped to the customer's address via overnight delivery. Andrea's Kitchen is a part of a

direct channel

A television ad for Target encourages consumers to go to their nearest Target store for a big end-of-season sale coming up in two weeks. This type of advertising is

direct competitive

Ron Popeil has been a pioneer in the use of direct-response television "infomercials" (commercials designed to describe and demonstrate the product in detail). Over the years his infomercial has promoted many products, including the Showtime Rotisserie Barbecue, a food dehydrating machine, and the world famous "Veg-O-matic." The chief advantage of the infomercial is that it provides plenty of time to describe and demonstrate a product's benefits in detail. The choice of the informercial is related mainly to the ___ element of the communication process.

encoding

wholesalers add value by performing channel functions. Which is a channel function A. selling and promoting B. buying and assortment building C. bulking-breaking D. all are functions

not C B?

Fido, Inc. is a producer of dog food and is getting ready to introduce a new brand. The firm's marketing research department learns that a competitor is planning to launch another brand about two weeks after Fido's launch. Fido's marketing department quickly mails a setoff dating coupons to several thousand customers in a purchased database of dog owners, encouraging them ask about the new Fido brand in their favorite store and to stock up on the new brand using coupons. This is an example of

pulling

Aspire is a manufacturer of expensive, high-quality, perfumes that are sold through fine department stores and high end boutiques. The ideal market exposure for products manufactured by Aspire is?

selective

A manufacturer of accessories for personal computers evaluates all the alternative systems by combining order processing, transportation, inventory management, and storage. If the total cost approach is followed, which physical distribution system should the manufacturer select?

the one that meets the customer service requirement at the lowest