Test 2 (Quizzes 13,15,16,17) AU
_____________ may include a readership survey.
A communications audit
While on their family vacation, the Millers realize they left their camera at home. They purchase a disposable camera at an amusement park using their credit card, but never interact with a person. What type of retailing did this transaction most likely involve?
Automatic vending
____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.
Control
Public relations materials include which of the following?
Coupons
Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?
Creating the platform
Which type of retailer generally accepts lower margins than traditional retailers in exchange for higher sales volume?
Discount stores
Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?
Electronic marketing
_____________ identifies changes in public opinion affecting an organization.
Environmental monitoring
Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. Which of the media below would be best for the American Red Cross to use in developing relationships with blood donors, and in soliciting funds for storm-ravaged communities as a result of floods and fires?
Sonic communicates with its customers through ____, which is the most popular social networking site in the world.
What is the primary distinction between superstores and hypermarkets?
Hypermarkets are larger and have more types of products than superstores
Which is the best example of noise that originates with the receiver in the communication process?
Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness.
Kyle is a new marketing manager for Anthropologie. He believes that if Anthropologie wants to grow and connect with its customers that there is no better way than to use Facebook. What do most marketing strategists think about Facebook?
Marketers should establish a Facebook page.
Which of the following is a reason integrated marketing communication is increasingly being accepted?
More precisely targeted promotional tools, like the Internet, are available.
In a franchise agreement, which of the following is a franchisee not responsible for?
National advertising campaign
Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15%. This approach is an example of which of the following methods of determining advertising expenditure levels?
Objective-and-task
To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80% of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets?
Objective-and-task
Holiday World & Splashin' Safari is an amusement park located in Santa Claus, Indiana, which is located in southern Indiana and typically welcomes 10,000 to 20,000 visitors daily from nearby cities in Indiana, Kentucky, and Illinois. Holiday World is known for its wooden rollercoasters and historically has added one new thrill attraction each season. The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes from their website. Which element of the marketing mix is Holiday World using to generate interest and ticket sales for the park?
Promotion
Laura goes to Walmart and buys some clothing, a DVD, and all the groceries she needs for her family. What type of retailer is this particular Walmart?
Superstore
Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each type of media has both benefits and disadvantages. She is considering the Internet as a form of media. Which of the following is not a disadvantage of the Internet as a promotional medium?
The message must be short and simple
Greg works with a group of farmers who provide him with a regular supply of a variety of fresh vegetables. He picks up their produce and has a regular route of grocers and restaurants that purchase quantities of the items he has on any given day. Greg's operation is which type of wholesaler?
Truck
A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the product or service.
a popular blog
At very large firms, advertising campaigns are likely to be performed by a(n) _____________________, while in small firms advertising campaigns are more likely to fall under the responsibility of ____________________.
advertising department; one or two individuals
An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or
an advertising agency
An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or
an advertising agency.
Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they
are potentially harmful
Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to
be both informal and conversational in tone
The effectiveness of an advertising campaign can be measured
before, during, and after the campaign through the use of pretests, inquiries, and posttests.
Each communication channel has a limit on the volume of information it can handle effectively. This limit is called
channel capacity
Many services base their success on building a group of satisfied customers who use their services on a regular basis over long periods of time. This critical component of success is referred to as
client-based relationships
Hickory Village Shopping Center has two department stores and some specialty and convenience stores. It serves a large geographic area and holds special events to stimulate consumer traffic. Hickory is a ____ shopping center.
community
Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as
comparative
Scenario 17.1 Use the following to answer the question. The Toyota Motor Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its vehicle, the Venza, on TV, on its website, in major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs. Refer to Scenario 17.1. If the ads include both the Venza and the Ford Edge, they would be examples of
comparative advertising
Charles is new to the realm of digital marketing. Recently, he saw a blog post about his company that was just untrue. He demanded the blogger remove the post. Much to his surprise, however, the post had already spread to other sites. Charles immediately released content on the corporate website and social media pages with information that refuted the post. Much to his surprise, however, the post continued to spread. Charles does not understand why users are spreading the post when his organization has posted information claiming that the post is untrue. Charles has failed to realize that
consumer-generated digital content is often trusted over corporate content
Due to external pressures and concerns for privacy, Yahoo now has an opt-out option for Internet-based advertising. This is an example of
control
In the ______________, signs or symbols are converted by the receiver into concepts and ideas.
decoding process
Many cellular phone plans contain a certain number of anytime minutes and then either significantly more or even unlimited night and weekend minutes. This is an example of
demand-based pricing
As discount stores improve their services and atmosphere as well as raise their prices, the distinction between discount stores and ____ is becoming blurred.
department stores
All of the following are types of direct marketing except
direct selling
The four factors that affect a customer's evaluation of a service are the analysis of customer expectations, service quality specifications, management of service expectations, and
employee performance
Francine works for a chemical manufacturer. A few days ago there was an accident at one of its plants, and several workers were exposed to dangerous chemicals. Some received burns and were hospitalized. As spokesperson for the firm, Francine has been getting calls all morning from news outlets wanting information. The best thing for Francine to do in this situation would be to
expedite news coverage
In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication.
feedback
Sharon just managed a major event for the local zoo. She put an advertisement in the local newspaper. However, she was disappointed by how few people showed up. She couldn't understand because the paper is highly popular among locals. Sharon decided to survey its large pool of zoo members to try and see what went wrong. After looking at the responses, as well as copies of the newspaper that had the ad, she realized that on the same page as the zoo ad was an even larger advertisement advertising an upcoming concert. This ad was higher up on the page and dwarfed the zoo ad. She believes most people who read that page were distracted by the large colorful concert advertisement. In this case, the responses to Sharon's survey are _____________________, while the distraction caused by the larger, more colorful ad on the same page could be characterized as ______________.
feedback; noise
Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a ____ schedule for its advertising.
flighting
Cigarette manufacturer Philip Morris uses the services of Universal Corporation, the world's largest buyer and processor of leaf tobacco, which provides financing for its customers. This means that Universal is a
full-service wholesaler
Laws, government regulations, and industry self-regulation ______________ deceptive promotion.
have helped decrease
Frank went on a tour of NASA headquarters. All guests of the tour were asked to turn off their cell phones. However, sometime during the tour Frank noticed someone off to the side loudly talking on the cell phone. Frank is annoyed, not only because the man disobeyed directions but also because his rude conduct was impacting everyone else's enjoyment. He felt that everyone, including the tour attendees, has the shared responsibility to be courteous to others and the tour guide. This problem is a challenge involving
inseparability
Flo, the spokesperson in Progressive Insurance TV commercials, is used to symbolize friendliness, reliability, and knowledge of the company's products. The part Flo plays in the promotion is designed to address the ____ characteristic of services.
intangibility
If FedEx decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx would likely be striving to practice
integrated marketing communications
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
integrated marketing communications
Martin owns and operates a wholesale hardware business that supplies small hardware parts to various manufacturers in the area. He takes title to the hardware and assumes all risks associated with ownership. Martin is a
merchant wholesaler
Manufacturers' agents offer products that are both
noncompeting and complementary
Brian is responsible for the promotions and public relations of his firm, which produces rubber tires. A recent development in technology may change the way in which the rubber for tires is produced, allowing it to be sourced from the roots of dandelion plants. Brian would like to have a story run on the evening news or in the local newspaper about this development, but he knows that this story is likely to be rejected by media personnel because the material is
not newsworthy
A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with traditional retailers is a(n)
outlet shopping center
Walmart has its own fleet of trucks and works directly with producers to take care of the ordering, delivery, and handling of goods. In addition, Walmart works directly with suppliers through its advanced system of inventory control and data processing. Walmart is
performing many of the critical functions of wholesalers through its own system
Kinesic communication is an element in which type of promotional method?
personal selling
Sara is concerned about the effectiveness of Magnum, Inc.'s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through
personal selling
You are working with a sales management consultant on ways to improve your company's sales performance. Your company sells high-end consumer products. You and the consultant agree your promotional activities need to include more direct interaction with your customers. Based on this information, which of the elements of promotion should you emphasize more?
personal selling
Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on
personal selling.
Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and
price
Scenario 16.1 Use the following to answer the question. When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends. After a few weeks, then a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas. Refer to Scenario 16.1. Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This would best be an example of
product placement
Promotion can help keep prices lower because
promotion of prices intensifies price competition
Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Monroe is most likely employed in
public relations
When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a ____ policy.
pull
Angela approaches David Hughes, owner of Hughes Auto Parts, to talk about the possibility of adding a new line of products to his store. Angela tells David that the product is a line of high-quality driving sunglasses. She offers to set up the display, service and restock it weekly, and maintain billing and inventory records. She tells David that all she needs is a couple of square feet of space. Angela is in the business of serving retailers as a
rack jobber
During the decoding process, the
receiver attempts to convert signs or symbols into concepts and ideas.
A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to
reduce sales fluctuations
The management at Kohler Inc., a manufacturer of sinks, tubs, and other plumbing products, thinks that there will soon be a major growth in home remodeling due to rising interest rates. The management decides to use ____ in several key cities to provide support services for its sales force in those areas, carry inventory, and offer credit and other services to its retail plumbing customers.
sales branches
Scenario 13.2 Use the following to answer the question. Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular H&R Block and Jackson Hewitt. Since Kaycee has a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accountants who had websites. The first office was in a somewhat "seedy" part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition, and Kaycee felt better about its accountant, so she decided on him. Refer to Scenario 13.2. When Kaycee looked in the yellow pages and on the Internet for information on the accountants in the area, she was most likely using ____ qualities to evaluate the accountant service.
search
Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing
single-source data
When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as
single-source data
In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication
source
A retailer engaged in direct marketing would probably select television home shopping over online retailing to sell a new kitchen device because of
superior ability to demonstrate the product
If Best Western bundles its rooms with services such as free local phone calls, cable television, wireless Internet access, and complimentary breakfast, these services are known as ____ services.
supplementary
A merchant wholesaler
takes title to goods, assumes risk associated with ownership, and buys and resells products
Selling agents perform every wholesaling activity except
taking title to products
Scenario 13.2 Use the following to answer the question. Kaycee Petit needed to find a new company to prepare her tax return this year. Kaycee looked in the yellow pages of the phone book and went on the Internet to find information about any tax preparers in the area. She found the names and numbers of several accountants, as well as the popular H&R Block and Jackson Hewitt. Since Kaycee has a somewhat complicated financial situation, she decided on using an accountant rather than the two popular companies. Kaycee found the websites of three of the accountants, but the other two were not on the Internet. She visited the offices of the three accountants who had websites. The first office was in a somewhat "seedy" part of town, but had a nice interior and a receptionist. The second office was in a nicer part of town, but did not have any employees other than the accountant, and had old furniture and old carpet. The third office was all around in better condition, and Kaycee felt better about its accountant, so she decided on him. Refer to Scenario 13.2. When Kaycee visited the accountants' offices and used the look of the surroundings, as well as the office furniture condition in her evaluation of the service business, she was most likely using the elements of the ____ dimension of service quality. Select
tangibles
Allstate's logo features two hands, and its slogan is "You're in good hands with Allstate." Allstate most likely uses hands as part of its logo because
the hands symbolize the service that Allstate offers
The attrition rate for digital media channels is
very high.
