Exam 3 Prin of Mkt (Study Plan)

Which of the following statements about major retail trends is NOT true?

The green movement has not quite taken hold

______ means integrating all available shopping channels and devices into a seamless customer shopping experience.

Omni-channel retailing

Of product and services assortment, price, promotion, and place, which plays one of the most important roles in aligning target markets and positioning?

Place

Are promotional tools that can be used to attract customers

Rebates, coupons, price packs, and samples

After determining the type of promotion to use, marketers then must decide on the _____ and the ____.

Size of the incentive; conditions for participation

Most companies today see their intermediaries as first-line customers and focus on _____ to forge long-term relationships with channel members.

Partner relationship management

To avoid being intrusive and​ annoying, most legitimate​ e-mail marketers practice​ ______, which means sending​ e-mail pitches only to customers who​ "opt in."

Permission-based marketing messages

Other functions of marketing channel members include helping to fulfill the completed transactions by offering

Physical distribution, financing, and risk taking

The fastest-growing sales trend is the explosion in _____, which is using online, mobile, and social media in selling.

Social selling

The performance difference between an average salesperson and a top salesperson can be substantial. Therefore, at the heart of any successful sales force operation is the ____ of good salespeople.

Recruitment and selection

Major retail trends and developments include the rise of megaretailers and rapid growth of direct, online, mobile, and social media retailing. Other trends include ______.

The growing importance of retail technology, a surge in green retailing, and the global expansion of major retailers.

Major advertising involve decisions about

The objectives, the budget, the message, the media, and the evaluation of results

Closing a sale with a particular customer is a short-term _____ orientation, but the selling process must also take a ___ orientation and look at the long term.

Transactional; relationship

Which of the following statements regarding direct marketing forums is correct?

Marketers use both outbound and inbound telemarketing

______ is the use of online, mobile, and social media to engage customers, build stronger relationships, and augment sales performance.

Social selling

What are the four steps to designing marketing channels, in the correct order?

Analyzing consumer needs Setting channel objectives Identifying major channel alternatives Evaluating the alternatives

When designing marketing channels, companies must determine the number of channel members to use at each level. The three strategies that are available to do this are _____ distribution.

Intensive Exclusive Selective

The concerns about _____ is an area where consumers fear that unscrupulous snoopers will eavesdrop on their online transactions and social media postings, picking up personal information or intercepting credit and debit card numbers.

Online and digital security

Press releases, sponsorships, events, and web pages are tools used by which element of the promotion mix?

Public relations

Omni-channel retailing requires carefully integrating _________ from discovery to purchase in the buying process.

The entire range of available shopping channels

Companies use ______ to build good relations with consumers, investors, the media, and their communities.

Public relations

Which of the following is TRUE regarding new types of channel organizations?

They provide stronger leadership and improved performance

Which of the following identifies the six major sales force management steps in the correct order?

Designing sales force strategy and structure Recruiting and selecting salespeople Training salespeople Compensating salespeople Supervising and motivating salespeople Evaluating salespeople

High sales force costs necessitate an effective sales management process consisting of which of the following steps?

Designing sales force strategy and structure and recruiting and selecting, training, compensating, supervising, and evaluating the firms salespeople

______ permits companies to tailor offers and content to needs and interests of carefully defined segments, which in turn helps develop long-lasting customer relationships as well as resulting in immediate responses.

Direct marketing

Which of the following describes a just-in-time logistics system?

Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations.

ZoomShops use ____ marketing, which offers automated retailing for a variety of products.

Kiosk

Which of the following is a form of traditional direct marketing?

Kiosk marketing

Marketers now have access to fragmented media and promotion mixes to reach diverse audiences. To prevent creating a communications hodgepodge, what must marketers do?

Adopt the concept of integrated marketing communications

Which of the following statements is correct regarding marketing communications today?

Advertisers are now able to engage smaller customer segments with more personalized, interactive content.

are the five promotion mix tools used by marketers to communicate customer value.

Advertising Public relations Personal selling Sales promotion Direct and digital marketing

A company's total promotion mix, also called its marketing communications mix, consists of the specific blend of five tools:

Advertising, personal selling, sales promotion, public relations, and direct and digital marketing tools

Retail stores come in all shapes and sizes, and new retail types keep emerging. Store retailers can be classified by ______.

Amount of service Product line sold Relative prices How they are organized

Marketers use mobile marketing to engage customers anywhere, anytime during the

Buying and relationship building processes

Omni-channel retailing goes beyond just helping in-store customers as they cross-shop on mobile devices and requires _____

Carefully integrating the entire range of available shopping channels

Recent years have seen the rapid growth of superstores that are actually giant specialty stores; they are sometimes called

Category killers

To help complete transactions, channel members perform these functions:

Contact work, matching work, and negotiations

To ensure channel success, all channel firms should understand and accept their roles, _____.

Coordinate their goals and activities, and cooperate to attain overall channel goals

Channels often involve long-term commitments, and companies have many alternatives. Each alternative should be evaluated against three general criteria. What are these?

Economic Control Adaptability

A company may use the promotion mix, also called its marketing communications mix, to

Engage customers, persuasively communicate customer value, and build customer relationships

According to the text, what is one of the biggest advantages of social media?

Engagement and social sharing capabilities

Companies use ______ to bring together their many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

Integrated marketing communications (IMC)

The _______ concept recognizes that improved logistics requires teamwork in the form of close working relationships across functional areas inside the company and across various organizations in the supply chain.

Integrated supply chain management

Which of the following statements about personal selling is correct?

Many customers are unable to distinguish the salesperson from the company.

The new digital and social media have given birth to a​ _________________________.

More targeted, social, and engaging marketing communications model

Which of the following statements is TRUE regarding the selection of qualified channel members?

Producers vary in their ability to attract qualified marketing intermediaries.

Personal selling involves a multiple-step process. The first step is _______ and the last step is _____.

Prospecting and qualifying; follow-up

It is important that retailers select locations that are accessible to the target market in areas that are consistent with the

Retailer's positioning

Four sales force structures that companies use in sales force design are

Territorial Product Customer Complex

Which of the following is correct regarding most firms' direct marketing efforts?

Traditional tools are still heavily used and very important.

The typical personal selling process consists of seven specific steps. The steps in the selling process are ___. The aim is to help salespeople close a specific sale with a customer.

Transaction oriented

_____ is perhaps the toughest public policy issue now confronting the direct marketing industry.

invasion of privacy

Which form of direct and digital marketing do companies use to engage customers anywhere, anytime during the buying and relationship building processes?

mobile marketing

New major trends and developments in retailing include​ ___________________.

new retail​ forms, shortening retail life cycles and retail convergence

What are the four major functions of logistics?

warehousing, inventory management, transportation, logistics information management

Online advertising has become a major promotional medium. The main forms of online advertising are

Display ads and search related ads

When selecting intermediaries, the company should evaluate each channel member's years in business, other lines carried, location, _______.

Growth and profit record, cooperativeness, and reputation

Because social media are ​_____​, they are ideal for starting and participating in customer conversations and listening to customer feedback.

interactive

The firm's PR should be blended smoothly with other promotion activities within the company's

overall integrated marketing communications effort

The major steps in advertising media selection are 1. ______; and 2. Choosing among major media types; 3. Selecting specific media vehicles; and 4. Choosing media timing

1. Determining reach, frequency, impact, and engagement

Which of the following is an example of horizontal channel conflict?

A Ford dealer complaining that another Ford dealer is advertising in its territory.

Sales promotion campaigns call for setting sales promotion objectives. In general, sales promotions should be

Consumer relationship building

Ideally, integrated marketing communications should achieve which of the following?

Deliver a clear, consistent, and compelling company and brand message

New retail forms continue to emerge. However, different types of retailers are increasingly serving similar customers with the same products and prices (retail convergence), making ______ more difficult.

Differentiation

By practicing _____, today's retailers are increasingly adopting environmentally sustainable practices.

Green retailing

Which of the following is a reason that producers use marketing channels and channel intermediaries?

Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.

Which of the following statements about public relations is correct?

The lines between advertising and public relations are becoming more and more blurred.

Retailers must decide on three major product variables: product assortment, services mix, and

store atmosphere

Which of the following is correct regarding the forms of direct and digital marketing?

Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.

Depending on the type of promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These are

Consumer promotion tools, trade promotion tools, or business promotion tools

Social media has many pluses, but in the down side, ____. This makes social media difficult for marketers to control.

Consumers largely control social media content

With companies becoming more market-oriented, the sales force plays a key role in _____ and _______.

Engaging customers; developing and managing profitable customer relationships

In most cases, a company is not simply seeking a sale. Rather, the company wants to engage the customer over the long haul in a

Mutually profitable relationship

Companies often divide sales responsibilities along three lines. These are a _____, _____, or _____ sales force structure, which can also be combined.

Territorial Product Customer

In general, sales promotion campaigns should

Be customer relationship building

Involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Direct and digital marketing

Marketing channels perform many key functions. Which of the following is NOT one of those key functions?

Manufacturing

_______ marketing involves focusing the entire marketing process on turning shoppers into buyers as they approach the point of sale.

Shopper

The benefits of direct and digital marketing for buyers are that these forms of marketing are

Easy, convenient, and private

In determining the number of channel intermediaries, there are three strategies available. These are ______.

Intensive Exclusive Selective (kinds of distribution)

Personal selling can be very effective in complex selling situations because it involves _____ interactions and engagement between salespeople and individual customers.

Interpersonal

Because today's consumers shift seamlessly across channels, many online retailers, including Amazon, are moving

Into the physical world

According to the text, what is perhaps the toughest public policy issue now confronting the direct marketing industry?

Invasion of privacy

______ begins with analyzing consumer needs and setting channel objectives.

Marketing channel design

Must be closely coordinated for maximum campaign effectiveness

Message decisions and media decisions

____ refers to marketing via the internet using company websites, online advertising and promotions, e-mail marketing, online video, and blogs.

Online marketing

The only reason for a wholesaler to exist is to ______ by increasing the efficiency and effectiveness of the entire marketing channel.

Add value

Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this​ represent?

Administered vertical marketing system (VMS)

Distribution channels are complex ______ in which people and companies interact to accomplish individual, company, and channel goals.

Behavioral systems

Direct marketing is ______, allowing buyers to create exactly the configuration of information, products, or services buyers desire and then order them on the spot.

Immediate and interactive

The three major groups of wholesalers are

Merchant wholesalers Brokers and agents Manufacturers and retailers branches and offices

Wholesalers fall into three groups:

Merchant wholesalers Brokers and agents Manufacturers and retailers branches and offices

The need for Omni-channel retailing is a result of

Omni-channel buying

At which stage in the selling process does a salesperson attempt to learn as much as possible about the organization (what it needs, who is involved in the buying) and its buyers (their characteristics and buying styles)?

Preapproach

Public relations involves building good relations with the company's various public's. What are all of the functions it includes?

Press agency, product publicity, public affairs, lobbying, investor relations, and development

Like retailers, wholesalers must

Segment and target carefully, differentiate, and position themselves effectively

What are the four important decisions made when developing an advertising program? In order.

Setting objectives, setting the budget, developing strategy, and evaluating effectiveness

International marketers and advertisers face challenges not encountered domestically. The most basic issue concerns

The amount of adaptation required for the unique characteristics of various country markets

Which of the following has changed customers' notions of convenience, speed, price, product information, service, and brand interactions?

The digital age

The second step of channel design is the identification of the major channel alternatives in terms of the ______.

Types of intermediaries, number of intermediaries, and the channel responsibilities of each member

_____ is the digital version of word-of-mouth marketing and the type of marketing in which marketers usually have little control over where messages end up.

Viral marketing

The four major functions of marketing logistics are

Warehousing Inventory management Transportation Logistics information management

Spurred by the surge in Internet usage and​ buying, and by rapid advances in​ ________, ________ has undergone a dramatic transformation.

digital​ technologies; direct marketing

Companies use mobile marketing to stimulate immediate buying and make shopping​ easier, but it can also​ __________________.

enrich the brand experience

These days, shopper marketing influences consumers' buying decisions and calls for Omni-channel retailing, creating a seamless cross-channel buying experience that integrates _______ shopping.

in-store, online, and mobile

The sales force sells products by engaging​ customers, presenting its​ offerings, answering​ objections, negotiating prices and​ terms, closing​ sales, servicing​ accounts, and​ ________.

maintaining account relationships

Which wholesaler channel function helps reduce inventory holding costs and the risks of suppliers and​ customers?

warehousing

Which of the following sets of characteristics correctly classifies retailers?

Amount of service offered The breadth and depth of product lines Relative prices they charge How they are organized

Which of the following statements regarding marketing logistics is NOT TRUE?

Companies are placing less emphasis on logistics and more on constraining costs

The internet and the digital age have fundamentally changed customers' notions of convenience, speed, price, product information, service, and brand interactions. As a result, they have given marketers a whole new way to

Create customer value, engage customers, and build customer relationships

Firms seeking immediate response from targeted individual consumers and consumer communities use​ ______________________ marketing tools to engage consumers and cultivate relationships with them.

Direct and digital

During the presentation and demonstration step in the personal selling process, the salesperson needs to be prepared to

Handle objections

Intermediaries are used by most producers to bring products to market. These intermediaries are known as

Marketing channels

_________ addresses not only outbound logistics, but also inbound logistics and reverse logistics.

Marketing logistics

Which of the following statements about the Omni-channel buyer is NOT correct?

Omni-channel buyers do not need the bricks-and-mortar environment in which to shop.

A salesperson's role as a(n) ______ demands creative selling, social selling, and relationship building.

Order getter

Which PR tool is used to create and place newsworthy information in the news media to attract attention to a person, product, or service?

Press relations

The trend of _____ has resulted in different types of retailers now selling the same products at the same prices to the same consumers.

Retail convergence

When evaluating channel member performance, companies use standards such as _____, _____, ____, treatment of damaged and lost goods, cooperation in company promotion and training programs, and services to the customer.

Sales quotas Average inventory levels Customer delivery time

Which of the following is a benefit of direct and digital marketing for buyers?

Sense of brand engagement and community

Although the fast-growing digital marketing tools have grabbed most of the headlines lately, _____ are very much alive and still heavily used.

Traditional direct marketing tools

are the main forms of direct and digital marketing

Traditional direct marketing tools and new digital marketing tools

The main forms of direct and digital marketing are

Traditional direct marketing tools and the new digital marketing tools

As with the other promotion tools, in considering when and how to use product public relations, the best thing management should do is

Set PR objectives, choose the PR messages and vehicles, implement the PR plan, and evaluate the results

Advertisers should first _____ to determine whether the advertising is supposed to inform, persuade, or remind buyers.

Set clear objectives

Attracting and holding customers presents great challenges and decision points for retailers. Of the following, which is NOT one of the areas in which they face major decisions?

Social media and visibility decisions

Which of the following is a drawback to social selling?

Some things cannot be presented over the internet.

Strong relationships with the salesperson will result in

Strong relationships with the company and its products

Progressive wholesalers constantly watch for better ways to meet the changing needs of

Their suppliers and target customers

What are three major factors changing the face of today's marketing communications?

Changes in consumers, changes in marketing strategies, and sweeping changes in digital technologies

Which of the following statements is true regarding channel organization?

Channel members are dependent on each other for the overall success of the channel.

Which of the following correctly describes omni-channel retailing?

Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping

Forms of digital direct marketing include​ ________.

Online​ marketing, social media​ marketing, and mobile marketing

In managing its channels, a company must convince suppliers and distributors that they can succeed better by working together as ________.

Part of a cohesive value delivery system

Most companies see their intermediaries as first-line customers and partners. They practice strong ______ management to forge long-term partnerships with channel members.

Partner relationship

Guided by ______, retailers must decide on a retail marketing mix—- product and services assortment, price, promotion, and place.

Strong targeting and positioning

Which of the following statements is true regarding the promotion mix?

The entire marketing mix must be coordinated for greatest impact.

Retailers always search for new marketing strategies to attract and hold customers. The major marketing decisions they face are​ _______________________.

segmentation and​ targeting, store differentiation and​ positioning, and the retail marketing mix

After sales promotion campaign objectives are​ set, the next steps are​ ________, __________, and then​ __________________________.

selecting​ tools; developing and implementing the sales promotion program

Most producers use intermediaries by forging a marketing channel (or distribution channel) to bring products and services to the consumer or business user. They do this because of ______, specialization, and scale of operation.

the intermediaries' contacts and experience