Review For Final ch.11-20

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

Direct

________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.

Direct-mail Marketing

_______ are a type of limited-service wholesaler who does not carry inventory or handle a product. They typically operate in bulk industries, such as coal, lumber, and heavy equipment.

Drop Shippers

The competitive intelligence system continuously collects information from the field through ________.

online monitoring

Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments?

online social networks

________ are huge enclosed shopping centers consisting of a long strip of retail stores, including at least one large, freestanding anchor store like Walmart. Each store has its own entrance with parking directly in front for shoppers who wish to visit only one store.

Power centers.

Press conferences, speeches, store openings, special events, newsletters, and store magazines are examples of ________ activities used by retailers to promote themselves

Public relations

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

Sales promotion

A ________ is a group of retail business built on a site that is planned, developed, owned, and managed as a unit.

Shopping Center

Deceptive practices fall into three groups: pricing, promotion, and ________.

packaging

In most cases, what is the most expensive promotion tool?

personal selling

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

advertising

In advertising, "puffery" is a term that refers to ________.

advertising that exaggerates the characteristics

A(n) ______ does not take title to goods & represents buyers and sellers on a more permanent basis than a broker.

agent

Which of the following should be a manufacturer's first step when designing an effective marketing channel?

analyze customer needs

Product placement in television programs and movies is an example of ________.

branded entertainment

________ refers to a practice in which salespeople drop in unannounced on various offices.

cold calling

Which of the following types of advertising will most likely result in an advertising war?

comparative advertising

Benchmarking has become a powerful tool for increasing a company's ________.

competitiveness

________ involves first identifying and assessing competitors and then selecting which competitors to attack or avoid.

competitor analysis

A company is guilty of ________ if the company forgets latent competitors and only focuses on current competitors.

competitor myopia

________ is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.

consumerism

A ________ calls for consumers to submit an entry to be judged by a panel that will select the best entries.

contest

Which of the following is the best response a company can make to competitive threats?

continuous innovation

The high failure rate of new products shows that companies are not able to ________.

control demand

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

corporate identity materials

An analysis conducted to determine what benefits target customers value and how they rate the relative value of various competitors' offers is known as ________.

customer value analysis

________ occurs when a seller states price savings that are not actually available to consumers.

deceptive pricing

Which promotional tool is the most immediate, customized, and interactive?

direct marketing

________ are large and highly automated warehouses designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible.

distribution centers

Which of the following terms refers to the wholesalers and retailers that form a vital link between the firm and its customers?

downstream partner

The Internet offers ________, where the price can easily be adjusted to meet changes in demand.

dynamic pricing

Which of the following appeals is based on the idea that consumers often feel before they think?

emotional appeal

________ is an organized movement of concerned citizens, businesses, and government agencies to protect and improve people's current and future living conditions.

environmentalism

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others is known as ________.

event marketing

When the seller allows only certain outlets to carry its products, this strategy is called

exclusive distribution

True/False: A seasonal discount is a price reduction to buyers who buy merchandise while the products are in season.

false

True/False: Companies with multiple products or businesses typically choose one marketing strategy for all their different businesses or products.

false

True/False: The first step in the selling process is pre-approach/learning about an organization and its buyers.

false, prospecting & qualifying is the first step

Trade shows most likely help companies to ________.

find new sales leads

Which of the following steps in the selling process is most focused on ensuring customer satisfaction and repeat business?

follow-up

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

frequency

Which of the following involves adjusting prices to account for the physical location of customers?

geographic pricing

In a(n) ________, executives are trained in worldwide operations, not just domestic or international operations.

global organization.

The greater the number of channel levels in a marketing channel, the ________.

greater the channel complexity

If a company ________, it should adopt a product sales force structure, in which the sales force specializes along product lines.

has numerous & complex products

In a(n) ________, two or more companies at one level join together to follow a new marketing opportunity.

horizontal marketing system

A marketing channel that consists of one or more intermediaries is known as a(n) ________ marketing channel.

indirect

________ allows consumers to gain additional information about a product through the use of a remote control.

interactive TV

________ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities.

intermediaries

Which of the following is most likely a shortcoming of advertising?

it's interpersonal

________ are those runner-up firms that are working to increase their market share in an industry.

market challengers

A ________ is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.

market channel (distribution channel).

When companies watch both their buyers and their competitors, they are called ________ companies.

market-centered

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

marketing website

Which of the following most likely requires the smallest advertising budget?

mature brands

Marketers can expand markets by discovering and promoting ________.

new uses of the product

Which of the following is a major tool used by PR professionals?

news

In societal marketing, the ideal goal for companies is to turn all of their products into ________ ones.

Desirable

Which of the following message execution styles features a highly believable or likable source endorsing the product?

testimonial evidence

The "bottom of the pyramid" refers to ________.

the largest, but poorest, socioeconomic group of people in the world OR the collective name for the group of consumers throughout the world who live on less that $2 a day.

A company's close competitors are ________.

those that most resemble the company's operations.

________ allowances are price reductions given for turning in an old item when buying a new one.

trade-in

True/False: A pulsing schedule involves scheduling ads unevenly over a given time period.

true

True/False: As mass markets have fragmented, marketers have shifted away from mass marketing.

true

True/False: Digital catalogs eliminate printing and mailing costs.

true

True/False: Marketing logistics involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet customer requirements at a profit.

true

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

two-sided

________ is a pricing strategy in which the company sets up two or more clearly identified geographic regions within which all customers pay the same total price.

zone pricing

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?

phishing

An industry often contains "good" and "bad" competitors. Good competitors ________.

play by the rules of the industry

________ include displays and demonstrations that take place at the point of sale.

point-of purchase promotions

At the most basic level of environmental sustainability, a company can practice ________.

pollution prevention

Low-interest financing and longer warranties are both examples of ________ pricing.

promotional

________ allowances are payments or price reductions that reward dealers for participating in advertising and sales support programs

promotional

What type of pricing is being used when a company temporarily prices its product below the list price or even below cost to create buying excitement and urgency?

promotional pricing

Which of the following promotion categories is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages?

public relations

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

pull strategy

A quantity discount is a price reduction for buyers who ________.

purchase large volumes

During the prospecting stage, a salesperson needs to identify the good leads and screen out the poor ones through a process known as ________.

qualifying

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

remind

A product in the maturity stage will most likely require ________ advertising.

reminder

Reusing, recycling, refurbishing, or disposing of broken, unwanted, or excess products returned by consumers or resellers is known as ________.

reverse logistics

________ is defined as analyzing, planning, implementing, and controlling sales force activities.

sales force management

________ consists of short-term incentives to encourage the purchase of a product or service.

sales promotion

________ consists of strong short-term incentives that invite and reward quick responses from customers.

sales promotion

________ are offers of a trial amount of a product.

samples

In ________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo!, and Bing.

search-related ads (contextual advertising)

Which of the following best describes permission-based e-mail marketing?

sending e-mail pitches only to consumers who "opt-in"

Which of the following is a newer digital medium that is used by advertisers to reach consumers directly?

smartphone

A(n) ________ is an unsolicited, unwanted commercial e-mail message that clogs up e-mailboxes.

spam

Neighborhood shopping centers are also known as ________

strip malls

Companies set not a single price, but a pricing ________ that covers different items in its line and changes over time as products move through their life cycles

structure

________ are online journals where people post their thoughts, usually on a narrowly defined topic.

Blogs

A(n) ______ brings buyers and sellers together and assists in negotiations.

Broker

Stop-N-Go , 7-Eleven, and Circle K are examples of ________.

Convince stores

Sears, Target, and Kroger are examples of ________.

Corporate chains

McDonald's, Subway, and Jiffy Lube are all examples of ________.

Franchises

________ logistics refers to moving products and materials from the suppliers to the factory.

Inbound

Online ads that incorporate animation, video, sound, and interactivity are called ________.

Rich media ads

? Display media includes ________.

a kind of newspaper and magazine advertising includes several elements as illustrations, headlines, white space and variations in type of style.

True/False: Full-service stores usually carry more specialty goods for which customers need or want assistance or advice.

True

______ buy mostly from producers and sell to retailers and industrial consumers.

Wholesalers

Consumers' names and additional information likely become part of ________ whenever they enter a sweepstakes, apply for a credit card, visit a Web site, or send a tweet.

a companies database