Marketing Exam 3
Which of the following is an example of horizontal channel conflict?
A Ford dealer complaining that another Ford dealer is advertising in its territory.
Which of the following statements regarding advertising in the new marketing communications model is correct?
Advertisers are shifting toward digital media.
How do brokers and agents differ from merchant wholesalers?
Brokers and agents do not take title and perform a limited number of specialized functions.
Which of the following statements is correct regarding the functions channel members perform?
Channel members create greater efficiencies than manufacturers could achieve on their own.
In selecting a media vehicle, media planners need to determine the cost of the vehicle's reach. To measure this, they use a method known as
Cost per 1,000
What are two major elements of advertising strategy?
Creating messages and selecting media
What is the first decision made in sales force management?
Designing sales force strategy and structure
What is the first step in the media selection process?
Determining reach, frequency, impact, and engagement
Sales reports, call reports, and expense reports are all used in the process of _________ salespeople.
Evaluating
Which of these represents an online social media platform?
__________ is a practice whereby a producer agrees to sell a brand to a dealer only if the dealer agrees to sell some or all of the rest of its line.
Full-line forcing
Which of the following is an objective for trade promotions? A. Boosting customer brand involvement B. Motivating salespeople C. Generating business leads D. Getting retailers to carry new items and more inventory
Getting retailers to carry new items and more inventory
Developing Effective Marketing Communication starts with
Identifying the target audience
Which of the following statements about retailer marketing decisions is correct?
Many retailers identify three critical factors for retail success: location, location, and location.
Which of the following is a reason that producers use marketing channels and channel intermediaries?
Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.
Which of the following are the largest group of wholesalers, accounting for roughly 50 percent of all wholesaling?
Merchant wholesalers
Which of the following statements regarding retailer pricing decisions is correct?
Most retailers seek either high markups on lower volume or low markups on higher volume.
Which of the following statements about setting an advertising budget is correct?
New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.
Which of the following statements about major retail trends is true?
Online buying is growing at a much brisker pace than retail buying as a whole.
Which of the following correctly identifies forms of digital direct marketing?
Online marketing, social media marketing, and mobile marketing
Word-of-mouth influence and buzz marketing are both examples of
Personal communication channels
Consumers may receive an email, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks them to log on to a provided web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called __________.
Phishing
Which of the following statements regarding catalog marketing is correct? A. Digital catalogs still incur printing and mailing costs B. Printed catalogs can drive online and mobile sales. C. Catalogs have not yet gone digital. D. Marketers no longer use printed catalogs.
Printed catalogs can drive online and mobile sales.
___ consists of activities designed to engage and build good relations with the company's various public's.
Public relations
One study found that the best salespersons have four traits in common: intrinsic motivation, a disciplined work style, the ability to close a sale, and the ability to build relationships with customers. Knowing this would be most useful at which stage of sales force management?
Recruiting and selecting salespeople
is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service
Sales promotion
Which execution style shows one or more "typical" people using the product in a normal setting? a. mood or image B. Scientific evidence C. Slice of life D. Fantasy E. Personality symbol
Slice of life
During a sales presentation, which of the following would best fit a relationship marketing approach?
Tell a value story.
What is meant by the term "the Internet of Things" (IoT)?
That everyone and everything may soon be connected digitally
Which of the following statements is true regarding salespeople? A. Salespeople are not well edu. B. The best salespeople's are the ones who work closely with customers for mutual gain. C. Salespeople must be fast talkers D. Salespeople do not play a role in solving customer problems
The best salespeople are the ones who work closely with customers for mutual gain.
Which of the following statements regarding the changing communications landscape is correct? A. More than ever, consumers are relying on marketers for information. B. Marketers today are shifting their efforts to mass marketing. C. The dominance of television, magazines, newspapers, and other traditional mass media is declining. D. The digital age has had little impact on marketing communications.
The dominance of television, magazines, newspapers, and other traditional mass media is declining.
What is media impact?
The qualitative value of exposure to a message
Which of the following is true of marketing strategies that are being developed in the new marketing communications model? A. They are more targeted, social, and engaging. B. They use very little alternative media C. They rely more on mass-media marketing techniques.
They are more targeted, social, and engaging.
In terms of location, most stores today cluster together. What is the primary reason for this?
To increase their customer pulling power
What is the intent of advertisement?
To make ads and brand content into something that people actually want to watch
Which of these communications strategies carries the highest potential risk? A. Giving away free samples B. Using a celebrity to deliver a message C. Pushing messages via twitter or instagram D. Using facebook to advertise E. Using personal selling as one of your tactics
Using a celebrity to deliver a message
What are the four major functions of logistics?
Warehousing, inventory management, transportation, and logistics information management
Walmart has a lot of power and exerts strong influence on the suppliers they buy from. This channel power is an example of a(n) __________ vertical marketing system (VMS).
administered
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?
advertising
Which promotional tool is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor?
advertising
One new technology being adopted by retailers is __________. For example, when opted-in customers enter a store, a signal wakes up an app on their smartphone or tablet, which welcomes them and alerts them to location-specific rewards and personalized product recommendations within the store.
beacon technology
Many company websites are now designed to do more than just sell product. These websites, known as __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers.
brand community
involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities
buzz marketing
Recently, superstores that are actually giant specialty stores, such as Petco and Home Depot, have seen tremendous growth. These types of superstores are called __________.
category killers
Using a push strategy, a firm directs its promotional efforts toward
channel members
A cluster of between 15 and 50 retail stores that usually contains a branch of a department store or variety store, a supermarket, specialty stores, professional offices, and (sometimes) a bank is a __________.
community shopping center
When a company directly or indirectly compares its brand with one or more other brands in an advertisement, they are using
comparative advertising
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)?
corporate
Procter & Gamble (P&G) organizes its sales reps into teams, and each team is assigned to a major account (such as Safeway or Walmart). Which type of sales force structure is P&G using in this example?
customer
The concept of salesperson-owned loyalty means that
customers become loyal to salespeople as well as the companies they represent
Which public relations function is used to work with donors or members of nonprofit organizations to gain financial or volunteer support?
development
The fastest growing form of marketing is
direct and digital marketing
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
direct and digital marketing
Due to changes in technology, a recent trend is for product or service producers to cut out intermediaries and go directly to final buyers. This is one form of __________.
disintermediation
In the communication process, putting thought into symbolic form is called
encoding
Delta Faucet partnered with Warrior Dash, which sponsored several 5k mud run races around the country over the summer. At each event, Delta built a huge custom shower station, complete with 184 Delta showerheads, where mud-soaked competitors could meet and wash off after the race. This is an example of which type of promotion?
event marketing
Some sellers require that dealers not handle competitor's products. This strategy is called __________.
exclusive dealing
Adidas' fifth avenue emporium showcases an adidas design concept that mimics a sports arena. Customers enter through a tunel-like entrance, climb sement stairs to reach different floors, sit on bleachers to watch games broadcast live on large screens, and pay for their purchases at stations designed to look like ticket booths. The store features a miniature running track where customers can take a test run or get their stride analyzed to ensure they're buying the right shoe. This is an example ____.
experiential retailing
After the presentation and demonstration step in the sales process, a salesperson should next be prepared to __________.
handle objections
Which type of advertising is heavily used for new product category introductions
informative
According to the text, what is the toughest public policy issue now confronting the direct marketing industry?
invasion of privacy
Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing tool?
kiosk
A discount store (for example, Target, Kohl's, or Walmart) sells standard merchandise at lower prices. To do this, discount stores accept which of the following two conditions?
lower margins and higher sales volume
One drawback to viral marketing is that
marketers cannot control where users pass along the message
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.
matching
Walmart, Target, Macy's, and other major retailers offer handy ________ that pull customers to both their websites and stores.
mobile apps
Which of the following would be best suited for marketers to engage customers anywhere and at any time during the buying and relationship-building processes? A. Permission-based email marketing B. Online advertising C. Branded web communities D. Mobile marketing
mobile marketing
Which method for setting the total promotion budget is the most difficult to use?
objective and task method
Foot Locker has mastered online and mobile efforts that link seamlessly with store operations, offering options such as "buy online, ship from store" and "buy online, reserve in store" for pickup. This is an example of ________.
omni-channel retailing
Retailing today requires __________, which means creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.
omni-channel retailing
Companies now use __________ and supply chain management software to help recruit, train, organize, manage, motivate, and evaluate channel partners.
partner relationship management
Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the result
percentage of sales
To avoid being intrusive and annoying, most legitimate email marketers practice __________, which means sending email pitches only to customers who "opt in."
permission based email marketing
One form of influence that carries great weight, especially for products that are expensive, risky, or highly visible is __________.
personal influence
Which promotional tool includes presentations, trade shows, and incentive programs?
personal selling
One consumer promotion tool is _______, which are goods offered free or at a low cost as an incentive to buy a product.
premiums
__________ identifies qualified potential customers and is the first step of the personal selling process.
prospecting
Specific promotional tools used in _______ include press releases, sponsorships, events, and web pages.
public relations
Many manufacturers have to pay retailers to get shelf space. This is an example of which type of promotion?
push money
Digital marketing can link brands to important moments in customer's lives. This aspect of digital marketing is called __________.
real-time marketing
Which type of advertising is important for mature, established brands?
reminder
Increasingly, different types of retailers now sell the same products at the same prices to the same consumers. This trend is called ___.
retail convergence
Retailers need to differentiate and position their store and make decisions regarding their retail marketing mix. Before making those decisions, retailers must first __________.
segment and define their target market
Firms producing consumer electronics, furniture, and home appliance brands typically distribute their products __________.
selectively
What is the first decision advertisers need to make when developing an advertising program?
setting advertising objectives
__________ involves focusing the entire marketing process toward turning customers into buyers as they approach the point of sale.
shopper marketing
Which of the following is a challenge to marketers regarding their use of social media? A. It can be used for real-time marketing. B. It can create brand communities. C. Social networks are largely user controlled. D. It is cost-effective.
social networks are largely user controlled
According to the text, what is the fastest-growing sales trend today?
social selling
A company holds a news conference to announce a new product launch. Which PR tool are they using in this example?
special events
Which type of retailer carries narrow product lines with deep assortments within those lines?
specialty stores
Omni-channel retailers are those who ________.
successfully merge the virtual and physical worlds
When setting channel objectives, companies should state the objectives in terms of __________.
targeted levels of customer service
The length of a channel is determined by __________.
the number of intermediary levels
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 __________.
the responsibilities of channel members
Regardless of the size of the budget, to succeed, advertising must engage consumers and __________.
to communicate well
What is the goal of integrated marketing communications?
to deliver clear, consistent, and compelling company and brand messages
What is the digital version of word-of-mouth marketing?
viral marketing
Which wholesaler channel function helps reduce inventory holding costs and the risks of suppliers and customers?
warehousing
Which of the following statements regarding a just-in-time logistics system is correct?
Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations.
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.
vendor-managed inventory.