MRKT Test #9

The basic communication model describes how a message is transmitted from a sender to a receiver. The only way a sender can know whether the message has been received is through? Select one: a. Field of experience b. Channel of communication c. Noise d. Response e. Feedback

Feedback

The PULL approach to promotion... Select one: a. Focuses on getting members of the distribution channel to support the product b. All of these are elements of the pull approach to promotion. c. Focuses on advertising to promote the product d. Focuses on creating consumer demand for the product. e. Focuses on personal selling to promote the product

Focuses on creating consumer demand for the product.

Which of the following is NOT a major barrier to the execution of integrated marketing campaigns? Select one: a. It requires different subunits to 'let go' of individual promotion events that may not fit with the overall creative platform. b. Other areas of the company may not realize that they are responsible for integrated marketing communications c. Managers in specialized areas such as finance or engineering may not perceive marketing managers as qualified to have an input to their areas. d. It requires the development of a creative platform to coordinate marketing messages throughout the company e. Other functional areas may resent the perceived intrusion of marketing into their 'turf'

It requires the development of a creative platform to coordinate marketing messages throughout the company

Pearl went shopping for school supplies at Target. She found the pencils, paper, and binders easily. However, there was a special kind of graphing calculator that her school required and she couldn't find it on the shelf. She pressed the customer assistance button and within a minute a friendly associate was there to help her. The associate told her that they were currently out of stock on the calculator. She could wait until the new shipment arrived tomorrow or, if she wanted to go to a nearby store where the calculator was in stock, the associate would be happy to call ahead and have one reserved for pearl. This is an example of _____________ retailing? Select one: a. Self-service b. Full service c. Limited service d. Co-op e. Extended service

Limited service

Which of the following is NOT an issue in creating a retail store's image in the mind of the consumer? Select one: a. Price b. Personnel c. Presentation d. Promotion e. Logistics

Logistics

Which of the following is NOT a component of the promotional mix? Select one: a. Personal selling b. Sales Promotion c. Public Relations d. Advertising e. Packaging

Packaging

______________ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. Select one: a. Promotion b. Product c. Distribution d. Price e. Advertising

Promotion

Which element of the promotional mix usually compromises the smallest part of the promotions budget? Select one: a. Advertising b. Sales promotion c. Public relations d. Packaging e. Personal selling

Public relations

Sanjeev was opening a new shrimp farm in Louisiana. Shrimp is the number one selling seafood in the United States and he felt that growing demand would allow a new business to succeed. In order to convince the buyer at Winn Dixie grocery stores to carry his product, he ran coupons in the local newspaper where Winn Dixie had stores offering customers a free 16 ounce bag of frozen shrimp. Sanjeev was using a _______ promotion strategy? Select one: a. Push b. Pull c. Direct mail d. Ineffective e. Product

Pull

Sanjeev was opening a new shrimp farm in Louisiana. Shrimp is the number one selling seafood in the United States and he felt that growing demand would allow a new business to succeed. In order to find customers for his product, he sent samples of his 16 ounce package to the seafood buyers of the 15 largest grocery store chains. Along with the sample was an offer for 50% off the wholesale cost of shrimp for the first order. Sanjeev was using a ______ promotion strategy? Select one: a. Direct mail b. Ineffective c. Push d. Product e. Pull

Push

The basic communication model describes how a message is transmitted from a sender to a receiver. The receiver's _________ depends on how the message was interpreted by the receiver? Select one: a. Noise b. Channel of communication c. Field of experience d. Response e. Feedback

Response

_______________ is all of the activities involved in selling, renting, and providing products to ultimate consumers for personal, family or household use? Select one: a. Supply Chaining b. Marketing c. Retailing d. Distribution e. Wholesaling

Retailing

_______________ refers to an approach to merchandising where a retailer may carry several unrelated lines of merchandise in order to meet the needs of its target market? Select one: a. Strategic merchandising b. Scrambled merchandising c. Disintermediated merchandising d. Category killing e. General merchandising

Scrambled merchandising

There are many factors that influence the evolution of retail concepts. Certainly in the past few years, ____________, especially the widespread diffusion of the Internet has had a huge impact on the retail landscape? Select one: a. Demographics b. Localization c. Transfer of ideas across borders d. New product development e. Technology

Technology

The AIDA model for persuasive communication suggests there are four stages you need to go through in order to persuade somebody. The LAST thing you have to do is? Select one: a. Tell the person what you want them to do. b. Create a desire for what it is that you want the person to do. c. Create a positioning statement. d. Get the person interested in what you are saying e. Get the person's attention Feedback

Tell the person what you want them to do.

What do we mean when we speak of the richness of an information channel? Select one: a. The relative cost of the information a channel can carry. b. The ability of a channel of information to eliminate unnecessary noise. c. The cost per information cue in an information channel. d. Whether or not the channel has a print component. e. The number of different information cues the cannel can carry.

The number of different information cues the cannel can carry.

When I was a young man (not too long ago) Big Box retailers - very large, free-standing specialty stores were very popular. Today many of these stores such as Toys'R'us and Party Supplies Warehouse, stand empty. This could be explained according to ____________? Select one: a. The channel flows concept b. Disintermediation c. The retail life cycle d. The wheel of retailing e. The fundamental attribution error

The retail life cycle

Which theory of retail evolution proposes that new retail concepts emerge, become popular, are widely imitated and then fade away? Select one: a. The fundamental attribution error b. The retail life cycle c. The wheel of retailing d. The channel flows concept e. Disintermediation

The retail life cycle

Wal-Mart started out as a low-cost, low-status retailer. The company's success was founded on a policy of eliminating cost from retailing and passing the savings along to the consumer. Recently the company has been experimenting with high-end products such as big-screen televisions and fine jewelry. This move could be expected according to ____________? Select one: a. The wheel of retailing b. The fundamental attribution error c. The retail life cycle d. The channel flows concept e. Disintermediation

The wheel of retailing

Each business will use a different combination of promotional tools. The actual tools selected will depend on? Select one: a. How you can reach the target market b. What the business objectives of the promotion are c. The nature of the product d. How much money you have available for promotion e. Actually, it depends on all of these.

Actually, it depends on all of these.

Selah has taken over as brand manager for a line of chewing gum. The product is very inexpensive and people treat it as an impulse purchase. Her primary promotional objective is to remind consumers that the product exists so that they will be likely to pick it up the next time they are in the mood for gum. This product appeals to virtually everybody and they have an intensive distribution strategy. Which promotional tool might work best as the primary tool in this situation? Select one: a. Sales Promotion b. Public Relations c. Advertising d. Personal selling e. Direct marketing

Advertising

Which of the following forms of promotion gives marketers the greatest degree of control over the message? Select one: a. Personal selling b. Sales promotion c. Advertising d. Word of mouth e. Public relations

Advertising

Irene wanted to start a Juice drink business in San Mateo. She felt that in order to build the traffic she needed to make the store successful, she should develop an integrated marketing communications program that included outdoor advertising on billboards near to her store, coupons printed in the local shopper newspaper, radio advertisements during afternoon drive time and on weekends, television ads on the food network using her local cable operator and a couple of giant helium balloons flying over her shop fro the grand opening. Because she didn't have the $175,000 to pay for the entire campaign, she decided to buy a couple of giant helium balloons for $500 and to do the rest of the things after the shop opened and she had some cash flow coming in. This is an example of the ______________ approach to setting the promotion budget? Select one: a. Objective task b. All you can afford c. Percent of sales d. Delphi method e. Competitive parity

All you can afford

According to your instructor, when is the best time to establish a metric to measure the performance of a promotion? Select one: a. The first thing you should do when developing a promotion is to establish the metric. b. Before the promotional budget is determined c. After the results of the campaign are available d. The last thing you should do when developing a promotion is to establish the metric. e. At the time the promotion objective is established

At the time the promotion objective is established

Many retailers play holiday music in the background and scent the air with cinnamon and peppermint to help shoppers get 'in the mood' when they are doing their Winter holiday shopping. This is an example of using __________ to implement a store positioning strategy? Select one: a. Price b. Atmospherics c. Personnel d. Psychology e. Product

Atmospherics

Why is it important for a marketer to know the ownership structure of a retail store? Select one: a. Because other marketers will make fun of you if you don't understand the ownership structure of a store. b. Ownership can be vertical marketing systems, independent stores or corporate chains. c. Because the ownership structure determines who you need to approach in order to sell to the store. d. Because decisions are made at the store-level regardless of who owns the store. e. Because it is easier to get an appointment with a manager of a chain store than with the manager of an independent store.

Because the ownership structure determines who you need to approach in order to sell to the store.

In class we talked about how merchandise assortments can be described in terms of breadth and depth. How would you classify Barnes and Noble bookstore - a large retailer that carries hundreds of books in several different categories as well as videos, CDs and games? Select one: a. Broad and deep b. Narrow and shallow c. Narrow and deep d. High and mighty? e. Broad and narrow

Broad and deep

Which promotional role might be most appropriate for a product in the post-purchase behavior stage of the consumer buying process? Select one: a. Persuade b. Remind c. Inform d. Positioning e. Build Relationships

Build Relationships

A ____________ franchise provides step by step procedures for most decisions a franchisee will face? Select one: a. Consultancy b. Product-distribution c. Business-format d. Independent store e. Corporate chain

Business-format

The basic communication model describes how a message is transmitted from a sender to a receiver. The __________ is the medium used to transmit the encoded message to the receiver? Select one: a. Channel of communication b. Noise c. Feedback d. Field of experience e. Response

Channel of communication

A ____________ is a retail concept where two or more stores are owned and operated by the same company? Select one: a. Franchise b. Contractual system c. Corporate Chain d. Independent store e. Co-op

Corporate Chain

In information theory, a ________ is a method of encoding information? Select one: a. Channel b. Medium c. Cipher d. Cue e. Computer

Cue

The basic communication model describes how a message is transmitted from a sender to a receiver. In order for this to happen, the message has to be _________ by the sender and ________ by the receiver? Select one: a. Sent, responded b. Created, absorbed c. Encoded, decoded d. Transmitted, received Incorrect e. Uplinked, downlinked

Encoded, decoded

According to the instructor, which of the following media is the richest information channel? Select one: a. Face to face conversations b. Television c. Newspaper d. Outdoor e. Radio

Face to face conversations

The PUSH approach to promotion... Select one: a. Focuses on getting members of the distribution channel to support the product b. Focuses on personal selling to promote the product c. Focuses on advertising to promote the product d. Focuses on creating consumer demand for the product. e. All of these are elements of the push approach to promotion.

Focuses on getting members of the distribution channel to support the product

Bruce went shopping at the Hermes store in New York City. This is a very high end fashion store. When he entered the store, an associate asked him what he was looking for. She then escorted Bruce to the neckwear department and had him sit (with a cup of coffee) while she brought out a selection of neckties she thought he might like. After Bruce paid for the neckties, the store had the packages shipped to Bruce's hotel. This is an example of _____________ retailing? Select one: a. Full service b. Extended service c. Co-op d. Self-service e. Limited service Feedback

Full service

The AIDA model for persuasive communication suggests there are four stages you need to go through in order to persuade somebody. The FIRST thing you have to do is? Select one: a. Create a desire for what it is that you want the person to do. b. Tell the person what you want them to do. c. Create a positioning statement. d. Get the person interested in what you are saying e. Get the person's attention

Get the person's attention

Which of the market structures best describes the current market structure of retailing in the United States? Select one: a. Monopolistic competition b. Franchised c. Pure competition d. Highly concentrated e. Pure monopoly

Highly concentrated

What is the relationship between the richness of an information channel and the ability to stimulate emotions? Select one: a. In order to stimulate emotions with advertising, you need an information rich medium such as television. b. There is no relationship between the ability to stimulate emotions and the richness of the information channel. c. You can only influence people emotionally in a face-to-face situation. d. The sparser the information channel, the easier it is to stimulate emotions. e. It is more expensive to stimulate an emotional response with an information-sparse medium such as print ads.

In order to stimulate emotions with advertising, you need an information rich medium such as television.

A ____________ is a retail concept where, typically a smaller retailer provides highly personalized service through a single retail outlet? Select one: a. Franchise b. Contractual system c. Corporate Chain d. Co-op e. Independent store

Independent store

Which promotional role might be most appropriate for a product in the introductory stage of the product life cycle? Select one: a. Persuade b. Build Relationships c. Remind d. Positioning e. Inform

Inform

Frequently, a retailer will offer a discount from its retail price. This _________ may be in order to move unsold inventory or to increase traffic into the store? Select one: a. Differential b. Downgrade c. Incentive d. Loss e. Markdown

Markdown

The difference between the retail price and a store's cost of goods sold (COGS) is its __________? Select one: a. Profit b. Markup c. Maintenance d. Differential e. Discount

Markup

In class we talked about how merchandise assortments can be described in terms of breadth and depth. How would you classify a kiosk at the mall that sells Cingular cellular phones? Select one: a. Narrow and deep b. High and mighty? c. Broad and narrow d. Narrow and shallow e. Broad and deep

Narrow and shallow

The basic communication model describes how a message is transmitted from a sender to a receiver. Any of the several factors that could interfere with the ability of the sender to transmit the encoded message accurately are called? Select one: a. Field of experience b. Noise c. Feedback d. Channel of communication e. Response

Noise

Direct mail, catalog sales and vending machines are all examples of? Select one: a. Alternative marketing b. Scrambled merchandising c. Category killers d. Nonstore retailing e. Hybrid merchandising

Nonstore retailing

Two recent trends in retailing, television shopping channels and online selling are examples of? Select one: a. Scrambled merchandising b. Hybrid merchandising c. Category killers d. Nonstore retailing e. Alternative marketing

Nonstore retailing

In class, we discussed several approaches to establishing a promotions budget. Which of these approaches is the one most commonly used in business? Select one: a. All you can afford b. Competitive parity c. Objective task d. Delphi method e. Percent of sales

Percent of sales

Bruce is introducing a new kind of test grading machine. The machine is very complicated, but it can save college professors a lot of time and money once they understand how to use it. College professors dont watch a lot of television. Which promotional tool might work best in this situation? Select one: a. Public Relations b. Sales Promotion c. Personal selling d. Packaging e. Advertising

Personal selling

Which element of the promotional mix usually compromises the largest part of the promotions budget? Select one: a. Advertising b. Personal selling c. Public relations d. Word of mouth e. Sales promotion

Personal selling

Employees at Walt Disney Resorts wear distinctive uniforms and are trained to always be in character when they are visible by the park's guests. They put on their costumes in areas that are not visible to guests so that they will always look the part when they are on the job. This is an example of using _____________ to implement a store positioning strategy? Select one: a. Magic b. Store design c. Atmospherics d. Personnel e. Lighting

Personnel

In the table 17-1 in your textbook, Saturn retailers provide __________ utility for customers? Select one: a. Posession b. Time c. Electrical d. Form e. Place Feedback

Posession

Which of the following is NOT one of the four roles for promotion discussed in class? Select one: a. Build Relationships b. Remind c. Inform d. Positioning e. Persuade

Positioning

Many grocery stores place frequently purchased staples such as milk or bread at the back of the store. This way, customers will have to wander through the store in order to find the milk. On the way, they may see other products that they will purchase. This is an example of using _____________ to implement a store positioning strategy? Select one: a. Place b. Presentation c. Product d. Promotion e. Intrusion

Presentation

Allen had lunch at the Automat. This is a trendy new restaurant where the customer selects ready-made sandwiches, soups, salads, desserts, and drinks from little compartments along a wall. He then places the selections on a tray, takes it to the check out section, scans each item, and pays for it with a debit card before going into the dining area to eat. There is a crew of cooks who replace the items people select from the other side of the wall. This is an example of _____________ retailing? Select one: a. Limited service b. Extended service c. Co-op d. Fill service e. Self-service

Self-service

When it comes to retail, the price-value heuristic means that when you are in a store that has what you perceive to be high prices; you would expect to receive exceptional ________? Select one: a. Stress b. Costs c. Pressure d. Rebates e. Service

Service

Destination retailing recognizes that in addition to satisfying needs through purchasing products, for many people, shopping is? Select one: a. Shopping is all of these. b. A social experience c. Fun d. A way to learn about new things e. A need-satisfying experience

Shopping is all of these.

Which theory of retail evolution proposes that retail stores become successful and upgrade their product lines (and prices) it creates an opportunity for a new, low cost retail form to enter the market? Select one: a. Disintermediation b. The retail life cycle c. The channel flows concept d. The wheel of retailing e. The fundamental attribution error

The wheel of retailing

Which theory of retail evolution proposes that retail stores start out as low-price low-status stores and then gradually move upscale as the business grows? Select one: a. Disintermediation b. The retail life cycle c. The wheel of retailing d. The fundamental attribution error e. The channel flows concept

The wheel of retailing

The quotation "I know that half of my advertising budget is wasted; but I don't know which half" illustrates the fundamental problem with measuring the effectiveness of promotions. The problem is? Select one: a. A lot of time and energy are wasted developing promotional ideas that are not used. b. There are so many intermediaries in the promotions area that much of the promotions budget is spent on things other than communicating with customers c. There is a low correlation between promotion expenditures and sales performance d. That it is easier to measure performance with some elements of the promotional mix than with other elements e. These are all elements of the fundamental problem

There is a low correlation between promotion expenditures and sales performance

The reason integrated marketing communications campaigns are so powerful is that? Select one: a. These are all reasons why integrated marketing communications can be so powerful b. They recognize that people receive information from many different channels c. All areas of the company are sending a consistent message to the customer d. They focus all promotional activities on a single promotional objective e. There is a cumulative effect of many different iterations of the same message

These are all reasons why integrated marketing communications can be so powerful

Which of the following statements about the AIDA model of persuasive communication is TRUE? Select one: a. This is a sequential process; all persuasive messages have to go through the four stages. b. If you go through all four stages, people will do what you want them to do. c. You don't always have to go through all four stages, but you cannot change the order. d. The most important stage is to create a desire for what it is you want the person to do. e. It doesn't matter in which order you go through the stages, as long as you cover them all.

This is a sequential process; all persuasive messages have to go through the four stages.

Which promotional role might be most appropriate for a product in the decline stage of the product life cycle? Select one: a. Remind b. This is a trick question - a company is unlikely to spend money on promotion when a product is in the decline stage. c. Build Relationships d. Inform e. Persuade

This is a trick question - a company is unlikely to spend money on promotion when a product is in the decline stage.