Chapter 12 Distributing and Promoting Products and Services

When Canada Dry first introduced Wink soda in the 1960s, it used the slogan, "Join the cola dropouts." The purpose of this advertising campaign was most likely to: move the cola into the maturity stage of its product life cycle get customers to try the new product act as reminder advertising support a mass marketing strategy retain loyal customers

get customers to try the new product

A(n) _____ are go-betweens that bring buyers and sellers together. channel captain wholesaling agent broker distribution linchpin consumer marketer

broker

_____ is the efficient management of the acquisition of raw materials to the factory and the movement of products from the producer to industrial users and consumers. Intermediation RATIONALE: Physical distribution is the efficient management of the acquisition of raw materials to the factory and the movement of products from the producer to industrial users and consumers. Transportation Distribution Material handling Exchange

Distribution

In the newspaper comics, Cathy is often seen talking to a department store clerk who is trying to persuade her that she needs to buy a new wardrobe. The clerk is engaged in: personal selling services marketing sales promotion market research institutional selling

Personal selling

_____ is the act of informing, persuading, and reminding the target market about a product. Marketing Operations Promotion Distribution Motivations

Promotion

_____ are distribution channel members that buy finished products from manufacturers and sell them to retailers. Manufacturers Product managers Service providers Wholesalers Market managers

Wholesalers

Which of the following is an example of an advertising medium? newspapers television all of the above direct mail magazines

all of the above

_____ is any paid form of nonpersonal presentation by an identified sponsor. Sales promotion Guerrilla marketing Advertising Publicity Branding

Advertising

Channels of distribution make distribution easier by performing all of the following functions EXCEPT: accumulation allocation RATIONALE: Breaking bulk is the process of breaking large shipments of similar products into smaller, more usable lots. storage sorting out production

production

The _____ is the combination of advertising, personal selling, sales promotion, and public relations used to promote a product. marketing mix sales mix promotional mix distribution strategy product strategy

promotional mix

Any communication or activity designed to win goodwill or prestige for a company or person is called: media handling corporate relations advertising personal selling public relations

public relations

What is the salesperson doing when, after his presentation is over, he asks, "May I call the company and place your order for 20 cases of Ecco brand golfing shoes?" asking qualifying questions looking for sales leads prospecting for customer closing the sale RATIONALE: See Exhibit 12.5 Steps in Making a Successful Sale approaching the customer

closing the sale RATIONALE: See Exhibit 12.5 Steps in Making a Successful Sale

What are the two distinct markets toward which sales promotions can be targeted? retailer and manufacturer consumers and members of the marketing channel domestic and foreign rural and urban RATIONALE: Product placement is paid inclusion of brands in mass media programming. external and internal customers

consumers and members of the marketing channel

As a promotional tool, podcasting offers the advantage to listeners of: benchmarking high frequency interactivity extensive reach convenience

convenience

CPM in advertising terms means: consumer path message customer product media customers per medium critical path method cost per thousand

cost per thousand

Victorinox is the name of the company that manufacturers Swiss army knives. The _____ channel the company utilizes to get its knives to market is to wholesalers, than to retailers, and finally to consumers. consumer distribution industrial promotional service

distribution

The _____ is a series of marketing entities through which goods and services pass on their way from producers to end-users distribution channel vertical integration process consumption channel inventory control process industrial channel

distribution channel

Companies that use blogs in their promotions use them because they: create and maintain relationships get real-time input from customers and prospects can have a dialogue with their clients and prospects can focus on specific marketing goals do all of these

do all of these

Independent wholesalers that buy goods from manufacturers on their own account and then resell them to other businesses are: horizontal marketing systems agents vertical marketing systems merchant wholesalers brokers

merchant wholesalers

A(n) _____ is a retail store that sells at prices 25 percent or more below traditional department store prices in spartan environments. convenience store discount store warehouse store factory outlet off-price retailer

off-price retailer

The two types of distribution channels are: centralized and decentralized wholesaler and retailer industrial and consumer functional and networked RATIONALE: Channel intermediaries are not involved in the production process. Inputs and outputs must be stored somewhere--the function cannot be eliminated. Agents and brokers do not take title to the products they handle. manufacturing and marketing

industrial and consumer

In 2006, consumers held on to a 2007 Chevrolet Monte Carlo at the State Fair of Texas in an endurance competition that tested consumers to see who can hold on to the car the longest to win it. An article in USA Today about the winner of the competition is an example of which promotional activity? corporate relations advertising personal selling public relations media handling

public relations

A manufacturers' representative is sometimes called a(n): merchant broker industrial distributor limited-service wholesaler manufacturer' agent cash and carry wholesaler

manufacturer' agent

Which of the following is NOT a type of retailer? department stores RATIONALE: A specialty store specializes in a category of merchandise. discount stores supermarkets manufacturers' representative factory outlets

manufacturers' representative

The brand name Cover Girl appeared in a young adult novel called Cathy's Book: If Found Call (650) 266-8233. One sentence in the book reads: "a killer coat of Lipslicks, a line of Cover Girl lip glosses. Procter &Gamble promoted the novel at beinggirl.com Web site in exchange for the mention. This is an example of" co-marketing product placement supportive advertising collateral marketing advocacy marketing

product placement