Exam 4 Marketing

Which of the following promotional elements refers to communicating specifically with consumers to generate a response like an order, a visit, or a request for more information? Sales promotions Public relations Publicity Direct marketing

Direct marketing

Which of the following is related to the dramatic growth of direct marketing? Drastic cuts in marketing budgets Increasing availability of customer information databases Advancements in Internet capabilities and measurements The results of successful IMC audits

Increasing availability of customer information databases

What is the correct term for marketing that exploits opportunities with both traditional intermediaries and online? Multichannel marketing Vertical marketing Multimedia strategy Intensive distribution

Multichannel marketing

Percentage of sales, competitive parity, and objective and task are three methods of setting a promotion __________________________

budget

Disintermediation is a vertical conflict between the channel partners where one _______ another to buy or sell a product ________. engages; more efficiently sues; exclusively helps; below its cost bypasses; directly

bypasses; directly

Which two of the following are advantages of using advertising for promotion? It offers good control of the message and audience. It is very inexpensive. It can be attention-getting. It has the best credibility of promotional methods.

It offers good control of the message and audience. It can be attention-getting.

Which of the following are included in the inbound portion of the supply chain of a product? (Check all that apply.) The supplier network The flow of raw materials and parts The marketing channel The flow of finished products

The supplier network The flow of raw materials and parts

________ must be balanced with the four customer service factors of time, dependability, communication, and convenience. Total logistics costs Vendor-managed inventory Reverse logistics Disintermediation

Total logistics costs

Supply chain management is the integration and organization of information and logistics activities ______. within a marketing channel within a supplier's operation across firms, from suppliers to distributors within a manufacturer's operation

across firms, from suppliers to distributors

The ________ refers to the medium that carries the message for a firm, such as a salesperson, advertising media, or public relations tools. field of experience channel of communication message outlet delivery mechanism

channel of communication

Supply chain customer service depends on ________, which can be improved by implementing practices like sending status reports on orders. relationship-building communication dependability convenience

communication

Multiple Choice Question One aspect of supply chain customer service is ________, the consistency of replenishment. Multiple choice question. convenience communication efficiency dependability

dependability

Which of the following is a type of vertical conflict? customer dissatisfaction exclusive distribution administered systems disintermediation

disintermediation

Posttesting of promotions _____. prepares them for permanent storage in the company's database evaluates the impact and contribution of each toward achieving objectives examines how effective promotions are compared to those of close competitors allows for changes to be implemented for future use

evaluates the impact and contribution of each toward achieving objectives

Ralph Lauren manufactures clothes and now also owns retail stores selling these clothes. This is an example of ______.

forward integration

The marketing channel for business products sometimes features a(n) ________, which in many ways is like a wholesaler in consumer channels. agent or agencies industrial distributor contractor retailer

industrial distributor

Like personal selling, direct marketing makes use of __________ communication, allowing the seller to adapt messages according to the particular customer. assertive bimodal formal interactive

interactive

The combination of a firm's supplier network and its marketing channel is known as distribution integration. its logistics team. its supply chain. logistics management.

its supply chain.

When a cell phone provider features a new product in its advertising, the description for the new phone would best be called the ______. source channel message feedback

message

Which two of the following combine to describe the objective of logistics management for a customer-driven supply chain? maximize lead time minimize inventory minimize logistics costs maximize customer service

minimize logistics costs maximize customer service

The ideal execution of a promotion program involves ________ each design to allow for changes and modifications, and then ________ to evaluate the impact of each promotion and its contribution toward the objectives. phasing; rephasing pretesting; posttesting evaluating; reworking selecting; scheduling

pretesting; posttesting

The integration and organization of information and logistics activities across firms to create and deliver products that deliver value to the consumer is known as electronic data interchange. logistics. value delivery. supply chain management.

supply chain management.

Replenishment time refers to ______. the average length of time between consumer purchases of an item the time between ordering an item and when it is available for use or sale a weekly or monthly sales call from a manufacturing representative to encourage reordering a weekly or monthly inventory process that leads to reordering products with low stock

the time between ordering an item and when it is available for use or sale