MARK Test 3 ( Ch 12, 13, 14, 15, 16)

Developing effective marketing communications starts with ________. a) identifying the target audience b) designing a message c) determining the communication objectives d) collecting feedback e) identifying the​ consumer's buyer readiness stage

a) identifying the target audience

Retailing today requires ________, which means creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping a) omni-channel retailing b) ​full-service retailing c) flash sales d) wholesaling e) showrooming

a) omni-channel retailing

Increasingly, different types of retailers now sell the same products at the same prices to the same consumers. This trend is called ________. a) retail convergence b) showrooming c) megaretailing d) green retailing e) mobile retailing

a) retail convergence

After the company has defined its channel objectives, it should next identify its major channel alternatives in terms of the types of intermediaries, the number of intermediaries, and ________. a) the responsibilities of channel members b) economic criteria c) consumer needs d) the length of the channel e) whether to use intensive or exclusive distribution

a) the responsibilities of channel members

What are the three major factors identified in the text that are changing​ today's marketing communications​ landscape? a) Television​ programming, email, and mass media b) ​Consumers, marketing​ strategy, and digital technologies c) ​Consumers, marketing​ budgets, and digital technologies d) ​Email, social​ media, and blogs e) Digital​ technologies, mass​ media, and marketing strategy

b) Consumers, marketing strategy, and digital technologies

In 2001, Apple opened its first Apple stores in the United States. These stores were owned and operated by apple. This is an example of which type of vertical marketing system (VMS)? a) Contractual b) Corporate c) Administered d) Franchise e) Conventional

b) Corporate

Which of the following is a reason that producers use marketing channels and channel intermediaries? a) Using channel intermediaries increases the number of contacts with customers b) Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by customers c) Using marketing channels allows producers to retain full control over how and to whom they sell their products d) Marketing channel decisions require only a short-term commitment e) The reduced costs of using channel intermediaries offsets the inefficiencies of marketing channels

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

What are the four broad characteristics used to classify retail stores? a) ​Location, product​ lines, price, and organization ​b) Service, product​ lines, price, and organization c) ​Service, product​ lines, price, and location d) ​Service, location,​ price, and organization ​e) Service, product​ lines, target​ market, and price

b) Service, product lines, price, and organization

In terms of location, most stores today cluster together. What is the primary reason for this? a) To ensure they all maintain the same profit margin b) To increase their customer pulling power c) To ensure customers will not "one-stop" shop d) To avoid paying taxes e) To achieve common ownership

b) To increase their customer pulling power

Using ________, the customer shares real-time data on sales and current inventory levels with the supplier. The supplier then takes full responsibility for managing inventories and deliveries a) RFID b) vendor-managed inventory c) reverse logistics d) just-in-time logistics systems e) piggybacking

b) vendor-managed inventory

How do brokers and agents differ from merchant wholesalers? a) Brokers and agents do not take title and generally do not specialize by product line or customer type. b) Brokers and agents take title and generally specialize by product line or customer type. c) Brokers and agents do not take title and perform a limited number of specialized functions d) Brokers and agents take title and perform a limited number of specialized functions. e) Brokers and agents take title and perform a wide variety of specialized functions.

c) Brokers and agents do not take title and perform a limited number of specialized functions

What are the three main types of off-price retailers? a) Discount stores, factory outlets, and convenience stores b) Independents, factory outlets, and warehouse clubs c) Discount​ stores, factory​ outlets, and warehouse clubs ​d) Franchises, factory​ outlets, and warehouse clubs e) Discount​ stores, convenience​ stores, and supermarkets

c) Discount stores, factory outlets, and warehouse clubs

Which type of retailer carries narrow product lines with deep assortments within those lines? a) Department stores b) Convenience stores c) Specialty stores d) Discount stores e) Superstores

c) Specialty stores

Which of the following statements regarding marketing channel behavior and design is correct? a) A conventional distribution channel consists of one or more independent producers, wholesalers, and retailers acting as a unified system b) Conflicts rarely occur in marketing distribution channels c) The success of individual channel members depends on the overall channel's success d) Vertical marketing systems lack leadership and power, often resulting in damaging conflict and poor channel performance e) Distribution channels are nothing more than simple collections of firms tied together by various flows

c) The success of individual channel members depends on the overall channel's success

A cluster of between 15 and 50 retail stores that usually contains a branch of a department store or a variety store, a supermarket, specialty stores, professional offices, and (sometimes) a bank is a ________. a) neighborhood shopping center b) power center c) community shopping center d) regional shopping mall e) lifestyle center

c) community shopping center

One key function of channel members is ________, which involves shaping offers to meet the buyer's needs, including activities such as manufacturing, grading, assembling, and packaging a) contact b) promotion c) matching d) negotiating e) risk taking

c) matching

Firms producing consumer electronics, furniture, and home appliance brands typically distribute their products ________. a) through franchises b) intensively c) selectively d) through value added resellers e) exclusively

c) selectively

A company wishes to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company​ use? a) Public relations b) Sales promotion c) Direct and digital marketing d) Advertising e) Personal selling

d) Advertising

One framework for designing an effective message is the AIDA model. In the AIDA model​ __________. a) attention leads to​ interest, which hopefully leads to discussion and then action b) advertising leads to​ interest, which hopefully leads to desire and then attention c) attention leads to​ interest, which hopefully leads to desire and then assimilation d) attention leads to​ interest, which hopefully leads to desire and then action e) advertising leads to​ interest, which hopefully leads to desire and then action

d) attention leads to interest, which hopefully leads to desire and then action

Cross-functional teamwork within the company, building logistics partnerships, and third party logistics are all important elements of ________. a) sustainable supply chains b) multimodal transportation c) reverse logistics d) integrated logistics management e) supply chain management

d) integrated logistics management

Specific promotional tools used in ________ including press releases, sponsorships, events, and web pages. a) personal selling b) advertising c) direct and digital marketing d) public relations e) sales promotion

d) public relations

CVS pharmacy stores have recently stopped selling cigarettes. For cigarette manufacturers, this highlights the challenge of ________ channel members. a) evaluating b) motivating c) compensating d) selecting e) rewarding

d) selecting

Which promotional tool is any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified​ sponsor? a) Sales promotion b) Public relations c) Personal selling d) Direct and digital marketing e) Advertising

e) Advertising

Retailers need to differentiate and position their store and make decisions regarding their retail marketing mix. Before making those decisions, retailers must first _______. a) choose a location b) develop a website c) decide on the store atmosphere d) hire knowledgeable staff e) segment and define their target market

e) Segment and define their target market

Which wholesaler channel function helps reduce inventory holding costs? a) Buying and assortment building b)Financing c) Risk bearing d) Transportation e) Warehousing

e) Warehousing

When setting channel objectives, companies should state the objectives in terms of ________. a) exclusive distribution arrangements b) competitor's objectives c) expected profitability d) the length of the channel e) targeted levels of customer service

e) targeted levels of customer service