marketing ch.9, marketing ch.10, marketing ch.12

Involves reusing, recycling, refurbishing, or disposing of broken, unwanted, or excess products returned by consumers or resellers

Reverse logistics

_______________ is a short-term incentive to encourage the purchase or sale of a product or service.

Sales promotion

The _______________ message execution style shows one or more "typical" people using the product in a normal setting.

Slice of life

When setting channel objectives, companies should state the objectives in terms of

Targeted levels of customer service

In the promotion mix, ______ refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or service by an identified sponsor.

advertising

Margaret has been invited to a fancy dinner party and wants to bring a good bottle of wine as a gift for the host. Since she does not know much about wine, she will likely use the price of the wines as

an indicator of quality

Companies who primarily direct their promotional activities to channel members are using a(n) ____________ strategy.

push

Which channel partners in a company's supply chain are upstream from a manufacturer or producer?

suppliers

Geared2Beer, a craft beer​ brand, identifies a market segment that is willing to pay premium prices for its craft​ beer, and Geared2Beer managers select an ideal selling price. Managers then determine the costs to create craft beer that meets the ideal selling price. The​ company's pricing approach is referred to as​ ________.

target costing

Which of the following statements regarding the changing communications landscape is correct?

the dominance of television, magazines, newspaper and other traditional mass media is declining.

What is the goal of integrated marketing communications?

to deliver clear, consistent, and compelling messages about the organization and its brands.

Advertising appeals should have three characteristics. These characteristics are ______________.

to meaningful, to be believable, and to be distinctive

For major functions of logistics

warehousing, inventory, management, transportation, logistics information management

What is the first step in marketing channel design?

Analyzing consumer needs.

Which of the following is a cost-oriented pricing approach?

Breakeven pricing

Gillette charges a fairly low price for its razors (relative to costs) and a high price for razor blades. It is using a strategy of _____________ pricing.

Captive Product pricing

Sherwin-Williams sells it paint and other branded products exclusively through company-owned retail stores. Sherwin-Williamshas established a(n) ____________.

Corporate VMS

Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks are example of which promotional tool?

Corporate identify materials

_________ refers to setting price based on buyers' perception of value rather than on the seller's cost.

Customer value-based pricing

Online marketers taking business from traditional brick-and-mortar retailers is an example of ________.

Disintermediation

Which of the following statements is true regarding oligopolistic competition?

Each seller is alert and responsive to competitors' pricing strategies and marketing moves

Selling below cost with the intention of punishing a competitor or gaining higher long-run profits by putting competitors out of business is an illegal practice called __________.

Predatory pricing

One popular method of branded entertainment is _________, which embeds brands as props within other programming, for example, television shows and movies.

Product placement

What is the most common type of a contractual VMS?

A franchise

Producers of convenience products typically use __________ distribution.

Intensive

A company has set a low price on a new product it introduced. It wants to maximize its market share and attract a large number of buyers quickly. Which new product pricing strategy should the company use?

Market-penetration pricing

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

a ford dealer complaining that another food dealer is advertising in its territory.

Companies that use ____________ continually adjust prices to meet the characteristics and needs of individual customers and situations.

dynamic pricing

When Apple introduced its iPhone, it priced the new product at $599, considerably higher than either its Ipod or competing cellular phones. Apple Computer was pursing a(n) _______ new product pricing strategy.

market-skimming

Generally, ________ is a company's most expensive promotional tool.

personal selling