Marketing and Technology Final

What is a primary difference between an industrial distributor and a manufacturers' agent?

A manufacturers' agent does not acquire title nor usually take possession of the products whereas an industrial distributor does.

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Advertising agencies

Which of the following lists forms of competitive advertising?

Comparative, reminder, reinforcement

Identify a true statement about decision support systems (DSSs).

DSSs facilitate improvements but do not necessarily cause them.

______ advertising supports organizational images, ideas, and political issues while ______ advertising touts the uses, features, and benefits of goods and services.

Institutional; product

Pioneer advertising is most likely to be used during which of the following product life-cycle stages?

Introduction

Which of the following is the most commonly used channel for distributing business products?

Producer, organizational buyers

Large retailers such as Macy's and Walmart are most likely to participate in which of the following channels?

Producer, retailers, consumers

Which of the following is least likely to be a factor affecting the selection of marketing channels?

Product packaging

Which of the following is NOT a public relations tool?

Product sample

_____ decisions are vaguely defined by standard operating procedures but include a structured aspect that benefits from information retrieval, analytical models, and information systems technology.

Semistructured

_____ decisions can be automated because a well-defined standard operating procedure exists for these types of decisions.

Structured

Which of the following includes activities such as manufacturing, research, sales, advertising, and shipping, as well as involving all entities that facilitate product distribution?

Supply chain management

Identify a true statement about unstructured decisions.

They are heavily influenced by the decision maker's intuitions.

Cassy and James both are buying new iPhones this week. Cassy goes to the Apple store because she wants to actually see the phone before she makes a final decision. James knows that he does not need to see the phone, because he just wants an upgrade from his older version. He simply orders it online from apple.com. Cassy is purchasing her phone through _____, while James is purchasing his through _____.

a retailer; a direct-marketing channel

A collaboration system supports decision makers by providing access to_____.

a shared environment

In a value chain, service involves _____.

activities to support customers after the sale of products

The supply chain includes

all entities that facilitate product distribution.

An advertising platform is the

basic issue or selling point that an advertiser wishes to include in an advertising campaign.

Electronic data interchange (EDI) and electronic funds transfer (EFT) are forms of _____ e-commerce.

business-to-business

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.

A similarity between e-commerce and traditional commerce is that both:

concentrate on selling products to generate profit.

The verbal portion of an advertisement, including headlines, body, and signature, is called the

copy.

When produce companies such as Dole Bananas bypass wholesalers and sell directly to retailers, it is likely to

create channel conflict between Dole and these wholesalers.

Which component of a decision support system (DSS) enables the DSS to perform analysis operations on the information stored in the system?

database

A(n) _____ is an interactive information system consisting of hardware, software, data, and models (mathematical and statistical) designed to assist strategy makers in an organization.

decision support

Asynchronous software enables team members to work together at _____.

different times

Most executive information systems include a _____, which integrates information from multiple sources and presents it in a unified, understandable format, often as charts and graphs.

digital dashboard

A marketing channel is defined as a group of individuals and organizations that

directs the flow of products from producers to customers.

Expensive, high-quality products that are purchased infrequently often reach consumers through

exclusive distribution.

A(n) _____ system is a branch of decision support systems (DSSs) that gives managers easy access to internal and external data and typically includes drill-down features and a digital dashboard for examining and analyzing information.

executive information

A(n) _____ system uses spatial and nonspatial data and specialized techniques for storing coordinates of networks of lines (roads, rivers, streets) and reporting zones (zip codes, cities, counties, states).

geographic information

What system captures, stores, processes, and displays information, such as showing the location of all streetlights on a map?

geographic information

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

headline

The _____ design element of an advertisement is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words; the ____ is the physical arrangement of the illustration, headline, subheadline, body copy, and the signature. Correct!

illustration; layout

One of the advantages of e-commerce is that it:

improves customer service.

E-commerce sites that use the _____ model collect data on consumers and businesses and then sell this data to other companies for marketing purposes.

infomediary

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

institutional

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as

institutional advertising.

Convenience products typically use

intensive distribution.

E-commerce activities that take place within an organization's data communication network are part of _____ e-commerce.

intrabusiness

Unstructured decisions are often used in _____.

introducing a new product

A marketer that wanted to include detailed information in advertisements would most likely use

magazines

The different types of information systems that have been developed to support certain aspects and types of decisions are collectively called _____ systems.

management support

An independent businessperson who is paid a commission to sell complementary products of different producers in an assigned territory without actually taking title of the merchandise is a(n)

manufacturers' agent.

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

media plan.

In the _____ sales channel, a customer uses several channels in order to buy an item.

multichannel

Companies are increasingly using _______ to respond to changing consumer preferences to be able to buy a product wherever and whenever they desire.

multichannel distribution

A(n) electronic _____ is the electronic exchange of money or scrip.

payment

Decisions related to _____ are considered structured decisions at the operational management level of an organization.

payroll

The target audience for an advertising campaign is the

people toward whom the advertisements are directed.

The two major types of product advertising are

pioneer and competitive.

Marketing channels create four types of utility for consumers including

place, time, possession, and form.

Without wholesalers and other intermediaries,

products would likely be more expensive due to the use of less efficient channel members.

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ____ media schedule is being used.

pulsing

The three general types of media schedules are

pulsing, continuous, and flighting.

BuyStore Inc., an online retail store, sells all of its products through its Web site, buystore.com, and through an application on cell phones. BuyStore Inc. is an example of a _____.

pure-play company

The supply chain begins with______________ and ends with_________________.

raw materials; customers

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of

reach.

Companies exclusively using business-to-consumer (B2C) applications:

sell directly to consumers.

A popular application of the _____ model, which is a major business-to-business (B2B) e-commerce model, is e-procurement.

seller-side marketplace

In the context of the features of a decision support system (DSS), _____ analysis enables you to apply different variables in decision making.

sensitivity

Fragile products that require special handling are more likely to be distributed through

shorter channels.

A typical executive information system (EIS) offers which of the following capabilities?

slice-and-dice

A _____ is about the size of a credit card and contains an embedded microprocessor chip for storing important financial and personal information.

smart card

A GIS with analytical capabilities evaluates the impact of decisions by interpreting _____.

spatial data

In the context of organizational decisions at the strategic management level, _____ decisions are often used in deciding the plant location of an organization.

structured

Using the _____ model, e-commerce sites sell digital products and services.

subscription

Collaboration software that allows team members to work together at the same time is considered ______. You Answered

synchronous

Reinforcement advertising is primarily targeted at

the current users of a particular product.

In the context of Web marketing, a cookie is:

the information a Web site stores on a user's hard drive.

In an efficient supply chain, ______ provide direct or indirect input to make the product, and ______ are responsible for delivery of the product and after-market services to ultimate customers.

upstream firms; downstream firms

What links producers to consumers through the purchase and reselling of products or contractual agreements?

Marketing intermediaries

A(n) _____ is the electronic version of a paper check and offers security, speed, and convenience for online transactions.

e-check

Buyline is an e-commerce Web site. It has come up with a promotional offer where buyers get a 60 percent discount on refrigerators if a minimum of 100 buyers agree to buy the product within 24 hours of the offer being announced. In this case, it is evident that BuyLine is a _____.

group buying platform

Many companies use more than one marketing channel to distribute their products to the same target market, a tactic called

multichannel distribution.