MKT Test 3 Part 3

Which of the following is more likely to lead to underspending or overspending?

Arbitrary approach

Freddy works at Apple. Apple just released an upgraded product offering for its iPhone. While the entire marketing department is working on advertising and public relations for the iPhone launch, Freddy's assignment is to illustrate the highly visible features of the product in a print publication. Most importantly, he wants to show off and describe the improved features that differ from the previous version. To achieve his objective, Freddy would most likely use a(n)

Captioned photograph

All for Fun is a retail store that offers a variety of board games, magic cards, and other collectible items and caters to teens and adults who enjoy strategy-based games. The store has over 12,000 magic cards and utilizes a sophisticated computer system to identify the value of each card. All for Fun determines the rarity of a given card and adjusts prices according to how much money customers are likely to pay for a particular card. Cards that are in limited production or considered "rare" are more expensive than cards that are widely available. Thus, the price for a single magic card might vary between $25 and $50 or more per card depending on the market. What type of pricing is All for Fun utilizing?

Demand-based pricing

Harvey is in charge of ensuring the successful transportation and storage of his company's products. He monitors the products from the time they leave the factory to when they are dropped off at retailers and purchased by customers. Harvey's job title would most likely be

Logistics manager

An advertiser that wanted to use a medium that allows for good reproduction quality, a long life to its message, demographic selectivity, and the ability to provide detailed information would likely choose

Magazines

An independent businessperson who is paid a commission to sell complementary products of different producers in an assigned territory without actually taking title of the merchandise is a(n)

Manufacturers' agent

Which of the following has a target market of consumers who live within two to three miles of its stores, or within a few minutes' walking or driving time?

Neighborhood shopping center

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

News release

If a company calls a meeting to announce a major news event, this is known as a

Press conference

____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

Public relations

When Alice buys organic produce for her household using a channel with just one intermediary, that intermediary is classified as a

Retailer

Which type of retail outlet can have up to 200,000 square feet?

Superstores

Kawasaki places several motorcycles in "pods" in order to load them efficiently using forklifts. This system of materials handling is called

Unit loading

Target has worked closely with suppliers such as Calphalon to offer customers a high-quality, branded product that is only available in Target stores. Due to these partnerships, Target has established a high level of perceived _______ among their customers since they provide a large range of brand-name merchandise at reasonable or below-competition prices.

Value

The effectiveness of an advertising campaign can be measured

before, during, and after the campaign through the use of pretests, inquiries, and posttests.

Some grocery stores collect data on competitive prices

by using comparison shoppers.

ThrowBackGames offers free downloadable versions of its computer games for a very short time. These efforts have a primary promotional objective of

encouraging product trial.

When encoding the message, the source should use signs that have

meanings that the target market will understand.

The limitations in using publicity-based public relations tools stem primarily from the fact that

media personnel control the content of the communication.

Possession utility is best described as

the customer having access to the product to use now or store and use later.