Marketing - Final Exam - Valerie 2

__________ refers to the process by which the receiver interprets the sender's message.

Decoding

__________ is interference in the IMC process.

Noise

The difference between advertising and other forms of promotion is that advertising is

a paid form of marketing communication.

Retailing is defined as the set of business activities that

add value to products and services sold to consumers for their personal or family use.

Where does retailing fall in the supply chain?

at the end

Patagonia reinforces its image of selling high-quality, environmentally friendly sports equipment in its stores, catalogs, and website. Which omnichannel challenge has Patagonia overcome by emphasizing function, not fashion, in the descriptions of its products in all of its channels?

brand image

Getting a commitment from the customer to purchase your product is also known as

closing the sale.

The basic goal of integrated marketing communications is to

communicate the value proposition to the target market.

In the IMC process, noise can occur as a result of lack of message clarity, a flaw in the medium, or

competing messages.

The communication channel used in IMC must

connect the sender with the desired recipients.

Informative advertising is used to

create and build brand awareness.

A "no haggle" pricing policy that makes a transaction easier for the buyer is a type of ________ pricing strategy.

customer-oriented

Having no intermediaries between the buyer and seller is a defining characteristic of a(n) ________ marketing channel.

direct

A ________ is a facility for the receipt, storage, and redistribution of goods to company stores.

distribution center

When it comes to measuring consumers' price sensitivity, products are viewed as either

elastic or inelastic.

A(n) ________ is used in the shipment of products directly to customers.

fulfillment center

Even the best marketing communication can be wasted if the sender does not first

gain the attention of the consumer.

The sender of an integrated marketing communication

has little control over what meaning any individual receiver will take from the message.

The ________ stage of the advertising campaign planning process can be described by the question, "Whose attention do we want to get?"

identifying target audience

In a(n) ________ marketing channel, one or more intermediaries work with manufacturers to provide goods and services to customers.

indirect

Generally speaking, all advertising messages are designed to

inform, persuade, or remind customers.

Distribution intensity is commonly divided into three levels:

intensive, exclusive, and selective.

The importance of place is often underestimated in the marketing mix simply because

it happens behind the scenes.

For companies, one of the disadvantages associated with personal selling is

it is expensive.

Today, ________ dominate supply chains.

large retailers

Because advertising is the most visible form of marketing communications,

many people think of marketing and advertising as synonymous.

The ________ is the combination of media used and the frequency of advertising in each medium.

media mix

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

persuade consumers to take action.

Which element of the marketing mix specifically deals with supply chain management?

place

Isabella knows that her customers always shop for top-of-the-line leather purses and price is not a consideration. She decides to price her line of purses and wallets above those of her closest competition in order to capture those customers who only look for the best. What type of strategy is Isabella using?

premium pricing

French luxury goods manufacturer and retailer Hermès is known for making expensive leather goods. But paying $300,168 for a handbag at auction, which is over the standard retail price of $280,000, is extraordinary, and not for the casual shopper. The handbag is considered a

prestige product.

Consumers generally believe that ________ is one of the most important factors in their purchase decisions.

price

A demand curve shows the relationship between ________ during a specific period of time.

price and demand

A product developed by retailers is referred to as a(n)

private-label brand.

Integrated marketing communications represents the ________ element in the four Ps of a firm's marketing mix.

promotion

Reminder advertising is primarily used to

prompt repurchase of a product.

A ________ is an advertisement that focuses on public welfare issues.

public service announcement

As the number of communication media has increased, which consumer-focused task has become more complex as a result?

reaching target consumers

Bic pens have been on the market for a long time, so the company now uses ________ advertising to motivate previous customers to make a purchase.

reminder

The key factor distinguishing retailers from other members of the supply chain is that they

sell to customers for their personal use.

Retailers may modify product, price, and/or promotion to attempt to increase their ________, which is the percentage of the customer's purchases made from that particular retailer.

share of wallet

When Delta increases its average fares, American Airlines and United often follow with similar increases. This is an example of

status quo pricing.

Both Walmart and JCPenney initially had separate organizations for their Internet channels but subsequently integrated them with stores and catalogs to address the ________ challenge of omnichannel retailing.

supply chain

Unlike product, promotion, or place, price is the only part of the marketing mix

that generates revenue.

According to a typical demand curve, the higher the price,

the lower the quantity consumers will buy.

The more substitutes that exist in a market,

the more sensitive consumers will be to changes in the price of a particular product.

In marketing's four Ps, place refers to all activities required to get

the right product to the right customer when that customer wants it.

In simple terms, the AIDA model is also known as the ________ model.

think, feel, do

The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this

top-of-mind awareness.

Norris' advertising message tells consumers how his company's cable and Internet services differ from other alternatives in the market. Norris' message is a(n)

unique selling proposition.