Principles of Marketing HW Problems Chpt. 10-13

Which of the following statements about magazines as an advertising medium is true?

Magazines have long ad purchase lead times.

Which of the following statements is true regarding the old mass-media communications model?

Many viewers are gaining control of message exposure through DVRs and video streaming.

________ or smart tag technology helps companies locate a product's exact position within its supply chain.

RFID

________ distribution involves the use of more than one but fewer than all of the intermediaries who are willing to carry a company's products.

Selective

_______ includes all activities involved in selling goods and services to those buying for resale or business use.

Wholesaling

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

advertising

Which of the following should be a manufacturer's first step when designing an effective marketing channel?

analyze consumer needs

Persuasive advertising becomes ________ advertising when a company directly or indirectly compares its brand with one or more other brands.

attack

Brands in a market with many competitors and high advertising clutter must ________.

be advertised more heavily to be noticed in the marketplace

Home Depot and PetSmart are examples of ________.

category killers

A(n) ________ consists of one or more independent producers, wholesalers, and retailers, each seeking to maximize its own profits, sometimes even at the expense of the system as a whole.

conventional distribution channel

Sears, Target, and Kroger are examples of ________.

corporate chains

Which type of store carries a wide variety of product lines and has been squeezed in recent years between more focused and flexible specialty stores on the one hand and more efficient, lower-priced discounters on the other?

department store

When the seller allows only certain outlets to carry its products, this strategy is called ________.

exclusive distribution

Which of the following is an advantage of adding new channels in a multichannel distribution system?

expanding sales and market coverage

Cabela's stores are as much natural history museums for outdoor enthusiasts as they are retail outlets. This information indicates that Cabela's is practicing ________.

experiential retailing

At Neiman Marcus, a first-class department store, customers shop for high-end products and they are assisted in every phase of the shopping process. Neiman Marcus is a ________.

full-service retailer

The greater the number of channel levels in a marketing channel, the ________.

greater the channel complexity

Today's large, progressive wholesalers have successfully reacted to rising costs by ________.

investing in information technology systems

Ford and its network of independent franchised dealers is an example of a ________.

manufacturer-sponsored retailer franchise system

From the economic system's point of view, the role of ________ is to transform the assortments of products made by producers into the assortments wanted by consumers.

marketing intermediaries

The AIDA model identifies the characteristics of an effective ________.

marketing message

A(n) ________ is a set of symbols that the sender transmits.

message

Which of the following is the most logical budget-setting method?

objective-and-task method

Target recently opened temporary shops to celebrate limited-run collections by Jason Wu in Toronto and Missoni in New York. These temporary shops are examples of ________.

pop-up stores

You own a neighborhood grocery store and would like to have non-food items delivered, priced, displayed and inventoried by a wholesaler. You do not want to purchase title to the goods. Which type of wholesaler best fits your needs?

rack jobber

In the communication process, the reaction of the receiver after being exposed to a message is called the ________.

response

Reusing, recycling, refurbishing, or disposing of broken, unwanted, or excess products returned by consumers or resellers is known as ________.

reverse logistics

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

sales promotion

A large retailer of home improvement and construction products offers "how-to" classes for do-it-yourselfers, featuring instructions on how to complete home improvement projects using products sold at its stores. This is an example of how the retailer has differentiated itself through its ________.

services mix

News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals.

special events

Which of the following is most likely an objective of informative advertising?

suggest new uses for a product

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?

testimonial evidence

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.

the same brand message, look, and feel

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

two-sided

Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ________.

word-of-mouth influence