Marketing Exam 3

corporate

A ________ VMS integrates successive stages of production and distribution under single ownership.

marketing channel

A ________ is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.

the promotion mix

A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

reminder

Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.

Horizontal

Managers at the Imperial Hotel-Chicago complained that the chain's overall image was hurt because Imperial Hotel-Dallas was overcharging guests and providing poor service. The Imperial Hotel was experiencing ________ conflict.

mobile

Of the various digital marketing categories, ________ is the fastest-growing category.

off price

Overstock.com, a Web seller that buys furniture, clothing, electronics, and more from a variety of producers at less-than-regular wholesale prices and then charges customers less than retail, is a(n)

product placement

Pepsi being prominently featured on episodes of Empire is an example of ______

supply chain

Producing a product or service and making it available to buyers requires building relationships not only with customers but also with key suppliers and resellers in the company's ________.

the relative prices they charge

Retailers are classified on characteristics including the amount of service they offer, the breadth and depth of their product lines, how they are organized, and _______

focused marketing programs

Shifting away from mass marketing, marketers are developing ________ which are designed to build relationships with customers in more narrowly defined micromarkets.

discount

Solar Tanning Salon prices tanning sessions at $25 per visit. It also offers seasonal passes for $175 that allow the customer to visit the salon multiple times in a year. This is an example of a

true

T/F A company's channel decisions directly affect the prices of its products.

False

T/F Advertising involves a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships

true

T/F Advertising is a good way to engage, inform, and persuade, regardless of the objective of the message.

Product Line pricing

The more features a model has, the more expensive it is. What pricing strategy is Tone Zone using for its range of tablets?

planning begins with raw materials and factory capacity

The term supply chain is considered limited because it ________.

specialty stores

Today, ________ are flourishing due to the increased use of market segmentation and market targeting.

horizontal marketing system

When McDonald's offers its products inside of a Walmart store, it is using a(n) ________.

informative advertising

When P&G developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

comparative advertising

When Verizon Wireless began offering the iPhone, it used its "Can you hear me now?" slogan to attack AT&T's rumored spotty service. This example best illustrates ________.

Location based

When theaters vary seat prices due to audience preferences for seats in coveted rows, they use ________ pricing.

undifferentiated brands

Which of the following brands most likely requires heavy advertising in order to be set apart from similar products?

decreasing control over the system

Which of the following is a disadvantage of adding new channels in a multichannel distribution system?

response

Which of the following is one of the four major communication functions?

supermarket

Which of the following is the most frequently visited type of retail store?

Channel members seek to maximize their own profit

Which of the following is true of conventional distribution channels?

product bundle pricing

Which of the following product mix pricing strategies involves pricing multiple products to be sold together?

sales promotion

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

full service retailers

Which type of retailer is most likely to require its employees to focus most on assisting customers as they shop?

department store

Which type of store carries a wide variety of product lines and has been squeezed in recent years between more focused and flexible specialty stores on the one hand and more efficient, lower-priced discounters on the other?

audit of potential customer touch points

While using integrated marketing communications, the communications process should start with a(n) ________.

pricing strategies

tend to change and evolve as the average product passes through its life cycle.

business firms

Advertising is used mostly by ________.

past decisions about the target market

Advertising objectives should be based on the marketing mix, positioning, and ________.

set an advertising budget

After determining its advertising objectives, a company's next step in developing an advertising program is to ________.

product assortment

Daizy's is a shop that carries only plus-size clothing. According to this information, Daizy's differentiates itself from its competitors based on ________.

billboards

Display media includes ________.

persuasive

Encouraging customers to switch brands is most likely the objective of ________ advertising.

encoding

HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is ________.

direct

In a(n) ________ channel, the same member both produces and distributes a product or service to consumers.

decreased

In recent years, service differentiation among retailers has ________.

retailing

________ includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.

personal selling

________ includes sales presentations, trade shows, and incentive programs.

self service

________ is a type of service offered by those retailers who serve customers that are willing to perform their own "locate-compare-select" process in order to save money.

by product

companies are able to turn their trash into cash, allowing them to make the price of their main product more competitive

Market Skimming

to be successful, the costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more.

Two part

what are food and beverage after admission costs

differences of price in the product line

what does product line pricing take into account