MTG Exam 2 - Ch. 9, 12-17

Select ALL of the following Promotional Mixes that tend to fall in the AWARENESS section of the Marketing Funnel.

- Advertising - Public Relations

Please match the below Characteristics of Online Media to their appropriate definitions.

- Connectivity = The ability for consumers to be connected with marketers along with other consumers. - Control = The customers' ability to regulate the information they view as well as the rate and exposure to that information. - Accessibility = The ability for marketers to obtain digital information. - Interactivity = The ability of customers to express their needs and wants directly to the firm in response to its marketing communications. - Addressability = The ability of the marketer to identify customers before they make a purchase.

Match the following form of ownership to its definition.

- Corporate Chain = involves multiple outlets under common ownership, decision-making and purchasing is is centralized. - Independent Retailer = most common form of retail ownership where the store can offer convenience, personal service, and lifestyle compatibility. - Contractual Systems = involve independently owned stores that band together.

Please match the below Trade-Sales Promotions with their appropriate definition.

- Free Merchandise = A manufacturer's reward given to resellers that purchase a stated quantity of products. - Merchandise Allowance = A manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts such as setting up and maintaining a display. - Dealer Listings = Advertisements that promote a product and identify the names of participating retailers that sell the product. - Cooperative Advertising = An arrangement in which a manufacturer agrees to pay a certain amount of a retailer's media costs for advertising the manufacturer's products. - Buying Allowance = A temporary price reduction to resellers purchasing specified quantities of a product.

Select all of the following that are considered Public Relations Tools.

- News Release - Feature Article - Press Conference

Match the below types of Public Relations with their appropriate definition.

- News Release = A short piece of copy publicizing an event or a product. - Press Conference = A meeting used to announce major news events. - Feature Article = A manuscript of up to 3,000 words prepared for a specific publication. - Publicity = A news-story type of communication about an organization and/or its products transmitted through a mass medium at no charge.

Please match the below Consumer Sales Promotions to their appropriate definition.

- Premiums = Items offered free or at a minimal cost as a bonus for purchasing a product. - Money Refunds = Offer consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases. - Cents-Off Offers = Promotions that allow buyers to pay less than the regular price to encourage purchase. - Point of Purchase Materials = Signs, window displays, display racks, and similar devices used to attract customers. - Consumer Games = Individuals compete for prizes based primarily on chance.

Please match the below foundations of supply chain vocabulary words to their appropriate definition.

- Procurement = Processes to obtain resources to create value through sourcing, purchasing, and recycling including materials and information. - Logistics Management = Planning, implementing, and controlling the efficient and effective flow and storage of products and information from the point of origin to consumption in order to meet customers' needs and wants. - Supply Chain = All the organizations and activities involved with the flow and transformation of products from raw materials through to the end customer. - Operations Management = The total set of managerial activities used by an organization to transform resource inputs into goods, services, or both.

Identifying your pricing objectives and constraints is Step ___ in the Price Setting Process.

1

Place the below steps of Developing an Advertising Campaign in the correct order.

1. Identify and Analyze Target Audience 2. Define Advertising Objectives 3. Create Advertising Platform 4. Determine Advertising Appropriation 5. Develop Media Plan 6. Create Advertising Message 7. Execute Campaign 8. Evaluate Advertising Effectiveness

Personal Selling's MAIN GOAL is to ________.

Add Value

Amazon installing cookies on a user's computer that allows the company to identify the user when the or she returns to the website is an example of _________.

Addressability

Which of the following Vertical Marketing Systems leaves the LEAST amount of control with the Channel Captain?

Administered

Social Media falls under which type of Promotion?

All of the Above. (Direct Marketing, Sales Promotion, Advertising)

Which of the following is an advantage of Sales Promotions?

All of the Above. (Provides Value to the Customer, Strong Call to Action (CTA), Customizable)

All of the following are considered Non-store Retailing EXCEPT ______.

Brick and Mortar Locations

____ are independent firms or individuals whose principal function is to bring buyers and sellers together to make sales.

Brokers

All of the following are Customer-Oriented Sales Promotions EXCEPT ________.

Co-Op Advertising

When considering the food in the Student Center at Bradley, where the prices are higher and the environment isn't as great, you eat there anyway and just pay the price of __________.

Convenience

Direct Marketing generally falls in which category of the Marketing Funnel?

Conversion

Which of the following is NOT a Pricing Objective?

Cost Savings

The receiver of a message will ________ the message from the source with their own field of experience, sometimes leading to misinterpreted messages.

Decode

_________________ means that store carries a large assortment of a type of item, such as a shoe store that offers running shoes, dress shoes, and children's shoes.

Depth of Product Line

All of the following are considerations for choosing a channel partner EXCEPT________.

Disintermediation

Airlines use an algorithm to assign prices to their seats on certain planes, trips, and dates. This is an example of ________ pricing.

Dynamic

________ is where only one retailer in a specific geographical area carries the firm's products.

Exclusive Distribution

Advertising Appropriation is the basic issues or selling points to be included in an advertising campaign.

False

Broadcast Medias have limited storytelling.

False

One of Public Relations' advantages is personalization.

False

The PUSH METHOD is when the flow of promotion is directed to consumers.

False

The receiver's response to a decoded message is called _______.

Feedback

In the Retail Positioning Matrix, Walmart would be considered to have ____ breadth of product line and ___ value added.

High, Low

_________ is when disagreement occurs among two or more channel members at the same level.

Horizontal Channel Conflict

Texas Instruments interacting with its customers on its Facebook page by answering concerns and posting updates is an example of _________.

Interactivity

Which of the following is the appropriate equation for Final Price?

List Price - Allowances + Extra Fees

Which of the following is a Pricing Objective?

Market Share

Value = ???

Perceived Benefits / Price

Which step of The Sales Process is where a customer should see Direct Marketing instead of Personal Selling?

Preapproach

_____________ is an aggressive pricing strategy in which a store sells selected goods below cost in order to attract customers who will make up for the losses on highlighted products with additional purchases of profitable goods.

Price Leaders

__________ involves specifying the role of price in an organization's marketing and strategic plans.

Pricing Objectives

All of the following are advantages of Personal Selling EXCEPT _________ .

Slow to Adapt

__________ is a person, group or organization with a meaning it tries to share with an intended audience

The source

Breakeven Point = Fixed Costs / per-unit contribution to fixed costs

True

Encouraging Repeat Purchases is an example of a Sales Promotion Objective.

True

Generally speaking, Advertising is easily changed and adaptable.

True

Marketers must pay special attention to the channel of communication in order to best ensure their message is correctly decoded by the receiver.

True

Public Relations is defined as the communication efforts used to create and maintain favorable relations between an organization and its stakeholders.

True