MKT test 3 part 1

Kohl's pays $16.50 for a six-ounce bottle of cologne and sells it for $25.95. Its markup as a percentage of cost is approximately ____ % for this product.

57

Merchant wholesalers can be divided into two basic categories:

full-service and limited-service.

If UPS decided to outsource all of its marketing efforts to the Ads Agency, which specializes in advertising, sales promotion activities, and public relations, UPS would likely be striving to practice

integrated marketing communications.

When shopping for products, business customers often prefer to deal with _____, while consumers typically buy from _____.

manufacturers or channel intermediaries; retailers

Using only some of the available outlets to distribute a product is called

selective distribution.

Batteries Plus is a chain of small stores that sell a wide variety of batteries for everything from cameras to automobiles. Batteries Plus would best be described as a(n)

single-line retailer.

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as

single-source data.

When developing an advertising campaign, benchmarks need to be included in the

statement of advertising objectives.

The best way to reduce overall distribution costs is to

use a total-cost approach to analyze and evaluate the entire system.

All of the following are differences between warehouse clubs and discount stores, except

warehouse clubs carry a deeper selection of fewer product categories than discount stores

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called

Channel capacity

Which type of retailer generally accepts lower margins than traditional retailers in exchange for higher sales volume?

Discount stores

What is the primary distinction between superstores and hypermarkets?

Hypermarkets are larger and have more types of products than superstores.

Which of the following is a reason integrated marketing communication is increasingly being accepted?

More precisely targeted promotional tools, like the Internet, are available.

Charlotte works at a toy manufacturer. Recently, the company has had to issue a massive recall because parts of a toy have been found to be a choking hazard for small children. A national newspaper published an article that is highly critical of the firm. Charlotte tries to handle the backlash from the recall and bad press, but her firm has no policies in place that provide her with guidance in this situation. She consults with Christopher, a crisis communication expert at a local college. Christopher suggests that Charlotte's company develop crisis communication policies to deal with these negative _____________ issues in the future.

Public relations

Cindy goes to Walmart and buys some clothing, a DVD, and all the groceries she needs for her family. What type of retailer is this particular Walmart?

Superstore

What type of wholesaler transports a limited line of products directly to customers for immediate inspection and selection?

Truck wholesalers

Channel capacity is determined by the

least efficient component of the communication process.

Merchant wholesalers who specialize in just a few functions and pass others along to other intermediaries or customers are called

limited-service wholesalers.

Multichannel distribution is characterized as

the use of a variety of marketing channels to ensure maximum distribution.