MKTG 330 Exam 4

Which of the following was developed in 1927 to supply milk, eggs, and other products for customers replenishing their ice boxes? A) Supermarkets B) Convenience stores C) Discount stores D) Department stores E) Specialty stores

B) Convenience stores

The kinds of products being sold and the availability of public transportation are both factors that influence a retailer's decision about A) store atmosphere. B) location. C) retail positioning. D) store image. E) the wheel of retailing.

B) location

Which retail store invests the most in atmospherics? A) Target B) Sears C) Neiman Marcus D) Macy's E) Dick's Sporting Goods

C) Neiman Marcus

Overall channel goals and individual channel member goals cannot be achieved together without A) conflict. B) captains. C) leadership. D) cooperation. E) tying agreements.

D) cooperation

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services. A) heterogeneity B) unpredictability C) inseparability D) intangibility E) perishability

D) intangibility

According to your text, one perspective from which to view services is as a ____ targeted at a(n) ____. A) sporting event; spectators B) concert; audience C) play; actors D) performance; audience E) presentation; spectators

D) performance; audience

The fact the services cannot be inventoried and then sold at a later date is called A) intangibility. B) heterogeneity. C) inseparability. D) perishability. E) nonstorability.

D) perishability

Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on A) advertising. B) publicity C) sales promotions. D) personal selling. E) distributor incentives.

D) personal selling

Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is most likely to use ___, because it provides immediate feedback. The disadvantage is that it is _____ than advertising to reach one customer. A) sales promotion; more costly B) direct marketing; less effective C) sales promotion; less effective D) personal selling; more costly E) personal selling; less effective

D) personal selling; more costly

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is A) advertising. B) personal selling. C) public relations. D) sales promotion. E) packaging.

D) sales promotion

Consumers receive the benefits of place utility when A) they have to travel excessively to obtain products they want. B) retailers remain open 24 hours a day. C) they can stock up on products they need but not use them right away. D) they make purchases with credit and debit cards. E) products are available in locations where consumers want to buy them.

E) products are available in locations where consumers want to buy them

Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process. A) creating awareness B) stimulating demand C) retaining loyal customers D) combating competitive promotional efforts E) identifying prospects

A) creating awareness

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ____ of services. A) heterogeneity B) customer contact aspect C) intangibility D) inseparability E) perishability

A) heterogeneity

When Sophie buys organic produce for her household using a channel with only one intermediary, that intermediary is classified as a A) retailer. B) wholesaler. C) broker. D) functional middleman. E) producer.

A) retailer

Walmart is working with its suppliers, using tools such as electronic billing, purchase order verification, and bar code technology, to integrate data used to improve overall performance. This is an example of A) supply chain management. B) a vertical marketing system. C) a horizontal marketing system. D) channel conflict. E) dual distribution.

A) supply chain management

Which of the following is a large-scale, members-only, retailer that combines cash-and-carry wholesaling with discount retailing? A) Warehouse showroom B) Warehouse club C) Catalog showroom D) Category killer E) Hypermarket

B) Warehouse club

If a store has areas for men's apparel, women's apparel, housewares, cosmetics, and jewelry and competes mostly on the basis of service, it is most likely a(n) A) niche retailer. B) department store. C) specialty retailer. D) superstore. E) category killer.

B) department store

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to A) stimulate demand. B) encourage product trial. C) create awareness. D) combat competitive promotional efforts. E) retain loyal customers.

B) encourage product trial

Malcolm Lewis has come up with the idea of a system for picking up people's cars while they are at work, washing and waxing them, and returning them for a fee. Having been a big success in his home city, Malcolm plans to expand his operation into other cities. The service described here seems best suited to A) party-plan retailing. B) franchising. C) vending. D) corporate chain retailing. E) off-price retailing.

B) franchising

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines A) communication. B) integrated marketing communications. C) tactile communication. D) kinesic communication. E) proxemic communication.

B) integrated marketing communications

Stores that buy manufacturers' seconds, overruns, returns, and off-season production runs at below wholesale prices. These firms resell this merchandise to consumers at deep discounts, and are called A) category killers. B) off-price retailers. C) specialty retailers. D) hypermarkets. E) discount retailers.

B) off-price retailers

Fragile products that require special handling are more likely to be distributed through A) longer channels. B) shorter channels. C) direct channels. D) strategic alliances. E) exclusive outlets.

B) shorter channels

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a A) communications channel. B) source. C) relay channel. D) decoder. E) sender.

B) source

Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and symbols to represent the concept and meaning of the new athletic wear. Ashley is most likely working on the ____ for this promotional video. A) the communication strategy B) the coding process C) the decoding process D) the conversion process E) the communications channel

B) the coding process

Benetton, a leading manufacturer of knitwear in Italy, expanded its operations to include retail outlets in the United States and South America. This type of channel is called A) horizontal integration. B) vertical integration. C) multilevel integration. D) retail integration. E) merchandising integration.

B) vertical integration

Stephanie sets up her new interior decorating business and advertises her expertise in high-quality draperies and other window treatments. One of her first customers is extremely dissatisfied with Stephanie's work, so Stephanie redoes the job at her own expense because she knows how powerful ____ is (are) for services and wants to stay in business. A) service expectations B) word-of-mouth communication C) zones of tolerance D) customer perceptions E) experience qualities

B) word-of-mouth communication

Rob Stevens is the head of a company that produces computer software for production scheduling. The firm is small and presently does not generate enough volume to justify hiring a sales force. The firm is probably using ____ to maintain contact with the firms using its products. A) wholesalers B) brokers C) agents D) merchants E) retailers

C) agents

Michael's, PetSmart, and Staples are all examples of A) discount stores. B) off-price retailers. C) category killers. D) traditional specialty retailers. E) superstores.

C) category killers

Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial. This aspect of the dentist's product is called ____ quality. A) search B) experience C) credence D) tangible E) separable

C) credence

In general, differences between goods and services are determined by the A) degree of labor intensiveness. B) type of target market. C) degree of tangibility. D) type of provider. E) degree of consumer contact.

C) degree of tangibility

A commonly used computerized means of integrating order processing with production, inventory, accounting, and transportation is A) web-based inventory management. B) just-in-time. C) electronic data interchange. D) universal product codes. E) activity based management.

C) electronic data interchange

To expand the number of its retail outlets in the Washington, D.C. area, Whole Foods bought out a small chain of organic food stores in northern Virginia. This type of integration is called A) vertical. B) retail. C) horizontal. D) backward. E) forward.

C) horizontal

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process. A) encoding B) bad luck C) noise D) deflected transmission E) poor implementation

C) noise

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to A) combat competitive promotional efforts. B) stimulate demand. C) reduce sales fluctuations. D) encourage product trial. E) retain loyal customers.

C) reduce sales fluctuations

Kate owns a refreshment-stand business at the community ballpark. She goes to a warehouse store like Sam's and purchases snacks and canned soda that she will sell at her refreshment stand. Kate is considered a(n) A) wholesaler. B) broker. C) retailer. D) intermediary. E) agent.

C) retailer

Services are usually provided through ____ directed at people or objects. A) tangible and intangible products B) physical labor C) the application of human or mechanical efforts D) ideas and other intangible efforts E) knowledge and technology

C) the application of human or mechanical efforts

Honey Farms is a maker of fine chocolates. The company's latest product, Fudge-Dipped Strawberries, is the premier product in its Fudge-Dipped line. The product is very expensive and targeted to upscale consumers. Which form of distribution would Honey Farms be likely to use for its new product? A) Intensive B) Selective C) Targeted D) Exclusive E) Premier

D) Exclusive

Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car. She visits several places to judge their overall appearance, cleanliness, and organization and finally chooses a mechanic. Brittany was trying to overcome the ____ aspect of services. A) heterogeneity B) perishability C) customer contact D) intangibility E) inseparability

D) intangibility

Which of the following is the best example of a high-contact service? A) Appliance repair B) Newspaper delivery C) Dog training D) Interior decorating E) Plastic surgery

E) Plastic surgery

A general-merchandise retailer offers A) a single product line that is stocked in depth. B) few product lines with deep assortments of these lines. C) few choices of a large variety of product lines. D) products through the Internet and catalogs only. E) a variety of product lines that are stocked in depth.

E) a variety of product lines that are stocked in depth