Marketing Exam 3 Video Guides

Ads laid claim to real, tangible ____ between one product and another

differences

In an effort to reduct costs and ship out an ever-increasing number of products faster, Amazon moved to plastic mailer and plastic bags for many of its smaller products. If your shipping clothes that don't need to be in boxes, they can go in a ______.

flexible plastic mailer

As more people settled into an area, larger retail businesses known as ____ appeared. They sold a wider variety of foods and canned goods along with just about everything else for the home or farm.

genreal stores

As we see the evolution of e-fulfillment centers, we're not really getting more pallets; we don't need more pallets. We actually need less pallets. We need more _____.

hand picking

They (the PR agency) have to discuss all of their movs with the healthcare provider and make sure they're both on the same page when it comes to their strategy. It's essential for both parties to stay up to date with information in the ____ to accurately relay information to customers.

healthcare industry

_____ figures prominently in Walmart's relentless drive to lower costs. It's the place many of the company's suppliers must turn to if they are to meet Walmart's demand for "always low prices"

China

T/F Amazon is charging (3rd party vendors) a $1.99 penalty for each product shipped that needs to be re-boxed. Basically, the point is for Amazon to get out of the business of packaging

True

T/F Both paper and plastic bags gobble up natural resources and cause significant pollution

True

T/F Each high-quality reusable shopping bag has the potential to eliminate roughly 1,000 plastic bags during its lifetime.

True

T/F Part of the reason they chose a name (Life is Good) was that people could understand instantly was because they has no money for advertising

True

T/F Plastic garbage inside small fish like Lantern fish can eventually wind up on your dinner plates inside larger fish.

True

T/F So, you're gonna see one side of the building completely park, the other side completely dock

True

T/F Some products can never be put back on store shelves one they have been stolen

True

T/F The duck was never intended to sell and insurance product.

True

T/F Their (life is good) clothing is just a vehicle for messaging and artwork, and a way to connect and create community

True

T/F They (life is good) are not interested in talking about clothing

True

T/F Toxic chemicals are used in the production of paper bags, contributing to air and water pollution. Plastic production requires toxic chemicals, too.

True

T/F U.S. consumers are 100 billion plastic bags a year, made from approximately 12 million barrels of oil

True

T/F Walmart is the nation's largest employer

True

T/F Walmart lets million of people buy things they might not otherwise be able to afford. And that's why, good or bad, people keep shopping there.

True

T/F What's happening is that bulk shipments that come in are no longer leaving as bulk. They're getting broken down to individual pieces that then get shipped out by one.

True

T/F While items like clothing and diapers can ship in a plastic flexible mailer, electronics and easily damaged goods will still need the protection offered by a corrugated box.

True

T/F some of that (returned and unsold merchandise) ends up back on the Amazon marketplace (sold by Amazon's 3rd party sellers).

True

T/F Hundreds of thousands of marine mammals die every year after eating discarded plastic bags.

Ture

The other is called ____ where they really try to put some products on promotion for just incredible values, and they use these to bring customers in who buy the bull basket of products which include products at their regular (price) level.

high low

They (e-fulfillment centers) are dealing more with just the ____ that go inside these buildings now that you didn't have before

human factors

Another useful end point for all this apparel and other unused inventory is ____. This included foreign countries where unused goods are often donated or sold at steep discounts.

secondary markets

At the end of the war (WWII), supermarkets were in a perfect position to benefit from the period of unprecedented prosperity and growth that followed. In the 1950s, they became ____.

symbolic of the American way of life

Concerned about the environmental impact of plastic bags, cities like Washington D.C. and San Francisco are ____ and even ___ them

taxing, banning

It used to be that manufacturers and suppliers dictated the ____. It wasn't the retailer dictating to the suppliers what the terms are going to be.

terms of the sale

By far and away, the duck ad concept ___ so much better than any of the others.

tested

Before Amazon launched Prime in 2005, free two-day shipping wasn't a thing. Today it's ___.

the norm

We have to understand the unspoken needs of the people. It works. Good ____ works. When we say it works, it means marketers understand the _____ and they deliver.

marketing research, real need of the customer

Retailers don't like talking about it, but ___ are responsible for close to half of all losses due to shrink.

their employees

Why sets Raoaille apart from many other market researchers is his belief that consumers are driven by ___ needs and impulses

unconscious

A supermarket is often part of a chain that owns or control other supermarkets located in the same town or multi-state region. This increases the opportunities to offer lower prices made possible by ____ on the wholesale or retail level.

value sales

On average, the stores now have 10 to 15 percent less inventory. Largely accomplished by reducing the ______ offered for a particular product.

varieties of brands

E-fulfillment centers require a lot of people, and so now we're trading in the docks and we're turning it into _____.

vehicle parking

In the 1980s, ____ began to appear, proving people were willing to buy in bulk size in a more industrial looking environment to save money. Supermarket owners converted some of their stores to the format.

warehouse stores

Supermarkets ____ to use the (UPC bar code) system at the retail point-of-sale

were the first

"Give us ____". It has become the imperative that co corporation - or any persuader- can afford to ignore

what we want

One reason why commonly-purchased products like milk are placed in the back of the store has to do with marketing strategies to ____. This layout is to make sure the customer sees as much of the other products as possible.

maximize sales

T/F (life is good) They have never spent a penny of print media, radio or television advertising

True

T/F 14 million trees are cut down each year to make paper bags

True

Plastic mailers have which benefits (over boxes) for the environment?

-A corrugated box uses 23 time more energy and produces six times more CO2 than a bubble mailer to manufacture - Plastic mailers take up less space in containers and trucks making shipping more efficient

What things have filed growth in the retail e-commerce market?

-Faster delivery -Easier return policies -Free shipping

Which of the following is/are true regarding the complicated journey a return item takes?

-When goods are cheaper, and used, and have to go through that whole process, often it doesn't make economical sense -So they end up in landfills -Larger items like a used TV, going through that process, have a high likelihood of being damaged or destroyed -It's this expensive, complicated reverse logistics that keep more products from being resold or recycled. -Most organizations don't really inspect every single item

T/F Amazon even has a separate program called Amazon Warehouse, which sells renewed goods at a discounted rate

True

The equipment the entire grocery industry needs to warehouse, transport and display perishable and frozen foods account for about ____ of the Toal U.S. energy use for refrigeration.

1/3

____ is now the default option for all sellers when they choose how to dispose of their unsold or unwanted products stored in Amazon warehouses in the U.S. and U.K.

Donation

T/F Paper is degradable and definitely break down quickly and completely in modern landfills

False

Over 30% of all new supermarkets under construction in the U.S. are aimed at ____ customers.

Hispanic

___ can help increase consumers coming to the healthcare facility and help raise awareness about the company

Lead generation

The reason that very often these companies will incinerate products that are perfectly find and good is because they don't want them out there in the marketplace right? They don't want the brand to be perceived as _____.

Low cost

What may be the most important shopping aid ever invented - the shopping cart- was created back in 1937 by Sylvan Goldman, a supermarket owner in ____.

Oklahoma City

___ are a major reason why the apparel industry struggles so much with wasted inventory

Returns

(Amazon) wants e-commerce to be the most ____, easiest choice for its customers.

Sustainable

The old school corporate philanthropy was "Write the check at the holidays, and put it out the back door". The new school, from Life is Good's perspective, is "____. Be open about it".

Talk about it

T/F (amazon) They want their vendors to send them boxes that Amazon doesn't have to touch or re-box

True

Y/N It is actually cheaper for many retailers to just throw customer returns away?

Yes

They define branding as: knowing who you are, and ____.

acting like it

The big lesson (for Walmart) is that you can't take Walmart and just duplicate it in Brazil. You have to ____ to Brazil. You can't take it to China and do exactly what you do in the United States.

adapt it

When a PR agency takes over, it's their job to become an ___ for the healthcare companies they're working with.

advisor

We're seeing a lot of warehouses go to completely ____ spaces.

air-conditioned

ALFAC would rather just create the ____ through the advertising, and then their agents go in and really explain the need for the product.

awareness

That leaves one last kind of their, the kind of shoplifters that the big retailers are worried about - the professionals. They're called _____. Few people know about them, but they're a growing problem.

boosters

In about three years, ALFLACs ____ soared from 8% to 89%. The compares with the most recognized brands in the world, such as coca-cola/

brand recognition

You need to get smarter about your consumers. Yo need to understand their purchasing predispositions. You need to understand how they're ____. You need to understand more about THEM, and that's _____

changing, technology

But advertisers have a big problem. The more messages they create, the more they have to create to reach us. It's led to a vicious circle of ____

clutter

Once you get the ____, suddenly, everything starts making sense. I understand why this car sells, this car doesn't sell. You know, I understand why- why a small $29,000 Cadillac cannot sell. You know, I understand why. Because its _____.

code, off code

Back in the day, warehouses were pallets, forklifts and just a few guys in the warehouse working. Nowadays with e-fulfillment you've got a thousand people inside that building, and those thousand people want to have a little bit of ___.

comfort

The 110 DCs (distribution centers) across the world are another link in the companies armor against ____

competitive threats

What we're seeing now is that these warehouses are becoming the last stop before it gets to the ____.

consumer

The focus on improvement usually leads to a focus on how to take ____ out of the business. Walmart is relentlessly efficient.

costs

Other secondary markets for unused goods to go are ____ like TJ Maxx and outlet stores, where returned and unsold merchandise is sent in bulk, marked down, and sold again.

discount retailers

You put the best products at eye level. The most famous brands want to be at eye level. But there's a better spot at the end of the aisle. In the industry they are called ____. As they say, "Pile it high and watch it fly!"

end caps

Walmart is asking its suppliers to develop a universal rating system clearly visible on every item sold on its shelves. Products would be scored based on their ____ and ____ costs. So, the jeans that come from the cotton crop are sprayed with pesticide would get a lower rating than those that were now

environmental, social

When you think about what is the greatest pain point for the consumer --- after having it get there safely and arrive on time--- people are concerned about receiving something that is plastic or made of ply because of the _____ and ___ concerns.

environmental, socioeconomic

There are two basic pricing strategies supermarkets typically use to convince customers they're getting the most of our their food dollar. One they call ____ (EDLP) which is really a model that says "let's try and find what the lowest possible price is and let's sell it that way all the time".

every day low pricing

You know, we've moved from brands into _____________. Look at Tide, for instance, in the U.S. Tide's no longer a laundry detergent. It's not about getting clothes clean anymore. All detergents get your clothes clean. Tide's about a much deeper - a deeper thing than that. It's an enabler. It's a liberator. It's - I guess you think about moving Tide from the heart of the laundry to the heart of the family.

experiences

He opened up a lot of doors for ALFLAC sales agents, but it is really the company's field force that is out there talking and knocking on the doors that really make the sales, that really sit down with the consumers and _____.

explain what the products are

With e-commerce packaging under fire, Amazon decided to change the way they do shipping. Amazon introduced the Frustration-Free Packaging program. It aims to reduce the ____ created when retail packaged products )from Amazon vendors) are placed inside Amazon boxes to be shipping.

extra packaging

Apparel has the biggest problem with excess inventory, in part because of the current trend of _____.

fast fashion

Television audiences are watching ____ ads

fewer

So, in the apparel industry, they probably have it the hardest because you're buying two or three of the same item and then keeping the one that ____ or looks best on you.

fits

They tend to put _____ type item right at the checkout counter.

impluse

Walmart tracks every ____ every day.

item it sells

They (China Walmart) are also selling _____ fish

live

You feel the world through your senses - the five senses. And that's what's next. The brands that can move to that emotional level, that can create ____, are going to be the brands where premium profits lie.

loyalty beyond reason

Walmart is thriving in China in some way that are strikingly different from what it's doing back home. They found a niche in China that's above the average income level and they (Walmart) are selling _____ categories with success

luxury

By the beginning of the 20th century, A&P has become America's first _____ of grocery stores.

major chain

There's evidence that ____ is responsible for more than half of all the (employee) theft and fraud

management

When I was a brand manager at Proctor and Gamble, my job was basically to make sure the product was good, develop new advertising copy, design the pack. Now a brand managers has an entirely different kind of responsibility. In fact, they have more responsibility. Their job now is to create and maintain a whole ____ for people, through which they get indite and understanding of the world. Their job now is to be a community leader.

meaning system

You gotta kind of figure out with the customers: how much do each of them want to know? and, How do you give them a concise representation of the work that you're doing so that it's ____ to everybody?

meaningful

By the early 1990s, a new approach to marketing came to the fore, one that leapt right over what the product did to what the product ____.

meant

And some types of products can't be resold, like open, over-the-counter _____.

medicines

Instead of having to go higher with storage (for pallets) its higher so that you can put ____ inside the warehouse (for the shelves, bins and cubbies required for hand picking)

mezzanines

As urban populations grew, stores became ____. And (for example) neighborhoods has their own butcher shop, bakery, and grocery store.

more specialized

The plastic shopping bag is the ____ consumer product in the entire world.

most abundant

Plastic mailers generally are ____ in municipal recycling programs. and you'll need to bring them to a store that accepts plastic bags.

not accepted

Nowadays we're seeing the _____ go up to 30,000 feet to 50,000 feet.

office

For the world's largest retailer, the ability to grow hangs on the ability to grow ____ the U.S.

outside

If the audience is skipping commercials to get to the programs, why not become ____ themselves?

part of the programs

The secret of all persuasion is to induce the person to ____

persuade himself

Their main motivation is ____.

profit and greed

Unless they continue to be ____, they can't help anybody. So they have to give customers what they want

profitable

Amazon says its system are constantly evaluating what its customer will want to buy, placing orders with vendors to ensure it stocks the ______.

proper amount of inventory

Instead, products certified in the (frustration-free packaging) program that are roughly the size of a blender of larger need to be packaged (by the vendor) in their own ____ boxes. And those boxes also need to be made of 100% recyclable materials. For customers that means that the packaging is easy to recycle and the box is easy to open without all the excess packaging materials.

ready-to-ship

One percent or twelve percent, either is a failing grade fo us consumers. We do a very poor job of ____ our plastic bags.

recycling

As a result of which you've seen more and more products go into flexible plastic mailers. It's just part of Amazon's overall effort to ____.

reduce its costs

We definitely see more ____ in warehouses nowadays. Whether it's the truck drivers or for the employees, were just seeing the restroom counts go up.

restrooms

In many communities, police resources are stretched to the limit. Violent crimes often trump property offenses. It's up to ___ like Walgreens to collect the evidence on professional shoplifters if they want to get them out of the stores and into the jails.

retailers

The first successful _____ grocery store was named Piggly Wiggly and opened in 1916

self-service

If you're buying brand-name product online _____ than Walmart, Walgreens, CVS, or Target can sell it for, something's wrong. It's stolen or its damaged, or its both

significantly cheaper

Often, ____ business are the most vulnerable. On average, they lose $1,000 a month to thieves.

small

This session- that a brand could forge an emotional, even ____ bond with today's cynical consumer- wasn't lost on corporate America.

spiritual

Warehouses are starting to transform form this place where they sat in the supply chain and they received bulk inside the building, and then that bulk basically got repackaged and then shipped out to the ____. And then the stores broke it down into smaller packages and put it on the shelves.

stores

customers have also been rediscovering the simplest and oldest sylphs of shopping for food, the ____.

street market

Walmart's technology extends to all of it ____ who get access to a trove of data.

suppliers

So, it's really the warehouse is moving its place within the ____.

supply chain

If we can provide, as consumers, a demand for more ___________________ products, it becomes easier for [retailers and suppliers] to do those jobs in improving those systems.

sustainable