Exam 3- STUDY PLAN
In determining the number of channel intermediaries, there are three strategies available. These are _________________.
intensive, exclusive, and selective distribution
New digital and social media have given birth to a _________________________.
more targeted, social, and engaging marketing communications model
In most cases, a company is not simply seeking a sale. Rather, the company wants to engage the customer over the long haul in a ________.
mutually profitable relationship
New major trends and developments in retailing include ___________________
new retail forms, shortening retail life cycles, and retail convergence
The firm's PR should be blended smoothly with other promotion activities within the company's ____________________.
overall integrated marketing communications effort
In managing its channels, a company must convince suppliers and distributors that they can succeed better by working together as _______________.
part of a cohesive value delivery system
Most companies see their intermediaries as first-line customers and partners. They practice strong _____________________ management to forge long-term partnerships with channel members.
partner relationship
Other functions of marketing channel members include helping to fulfill the completed transactions by offering ____________________________
physical distribution, financing, and risk taking
As with the other promotion tools, in considering when and how to use product public relations, the best thing management should do is ______________________.
set PR objectives, choose the PR messages and vehicles, implement the PR plan, and evaluate the results
After determining the type of promotion to use, marketers then must decide on the _______ and the ______.
size of the incentive; conditions for participation
The fastest-growing sales trend is the explosion in ________, which is using online, mobile, and social media in selling.
social selling
Guided by ___________________, retailers must decide on a retail marketing mix—product and services assortment, price, promotion, and place.
strong targeting and positioning
Four sales force structures that companies use in sales force design are _______________.
territorial, product, customer, and complex
International marketers and advertisers face challenges not encountered domestically. The most basic issue concerns ____________.
the amount of adaptation required for the unique characteristics of various country markets
Omni-channel retailing requires carefully integrating _____________ from discovery to purchase in the buying process.
the entire range of available shopping channels
Major retail trends and developments include the rise of megaretailers and rapid growth of direct, online, mobile, and social media retailing. Other trends include __________________.
the growing importance of retail technology, a surge in green retailing, and the global expansion of major retailers
Distribution channels are complex ______________ in which people and companies interact to accomplish individual, company, and channel goals.
behavioral systems
Marketers use mobile marketing to engage customers anywhere, anytime during the _____________________.
buying and relationship-building processes
Omni-channel retailing goes beyond just helping in-store customers as they cross-shop on mobile devices and requires _________________________.
carefully integrating the entire range of available shopping channels
Depending on the type of promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These are ______________.
consumer promotion tools, trade promotion tools, or business promotion tools
Sales promotion campaigns call for setting sales promotion objectives. In general, sales promotions should be ________.
consumer relationship building
Social media has many pluses, but on the down side, ________. This makes social media difficult for marketers to control.
consumers largely control social media content
To help complete transactions, channel members perform these functions: _____________________.
contact work, matching work, and negotiations
The internet and the digital age have fundamentally changed customers' notions of convenience, speed, price, product information, service, and brand interactions. As a result, they have given marketers a whole new way to ____________________________.
create customer value, engage customers, and build customer relationships
The major steps in advertising media selection are (1) __________; (2) choosing among major media types; (3) selecting specific media vehicles; and (4) choosing media timing.
determining reach, frequency, impact, and engagement
New retail forms continue to emerge. However, different types of retailers are increasingly serving similar customers with the same products and prices (retail convergence), making __________ more difficult.
differentiation
Firms seeking immediate response from targeted individual consumers and consumer communities use ______________________ marketing tools to engage consumers and cultivate relationships with them.
direct and digital
Companies use mobile marketing to stimulate immediate buying and make shopping easier, but it can also __________________.
enrich the brand experience
By practicing ______, today's retailers are increasingly adopting environmentally sustainable practices
green retailing
The ____________ concept recognizes that improved logistics requires teamwork in the form of close working relationships across functional areas inside the company and across various organizations in the supply chain.
integrated
Companies use ______ to bring together their many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.
integrated marketing communications (IMC)
Personal selling involves a multiple-step process. The first step is ______________ and the last step is _______________________.
prospecting and qualifying; follow-up
Companies use ______________ to build good relations with consumers, investors, the media, and their communities
public relations
Press releases, sponsorships, events, and web pages are tools used by which element of the promotion mix?
public relations
The performance difference between an average salesperson and a top salesperson can be substantial. Therefore, at the heart of any successful sales force operation is the ______ of good salespeople.
recruitment and selection
Like retailers, wholesalers must _____________________________.
segment and target carefully, differentiate, and position themselves effectively
Retailers always search for new marketing strategies to attract and hold customers. The major marketing decisions they face are _______________________.
segmentation and targeting, store differentiation and positioning, and the retail marketing mix
The benefits of direct and digital marketing for buyers are that these forms of marketing are _________.
easy, convenient, and private
Channels often involve long-term commitments, and companies have many alternatives. Each alternative should be evaluated against three general criteria. What are these?
economic, control, and adaptability
These days, shopper marketing influences consumers' buying decisions and calls for omni-channel retailing, creating a seamless cross-channel buying experience that integrates __________________ shopping.
in-store, online, and mobile
When designing marketing channels, companies must determine the number of channel members to use at each level. The three strategies that are available to do this are ________ distribution
intensive, exclusive, and selective
Companies often divide sales responsibilities along three lines. These are a _____, _____, or ____ sales force structure, which can also be combined.
territorial, product, customer
The four major functions of marketing logistics are __________________________.
warehousing, inventory management, transportation, and logistics information management
key functions of marketing channels
1.) fulfilling completed transactions 2.)Assumings risks of carrying out channel work 3.)contact work 4.)helping to complete transactions
Which of the following identifies the six major sales force management steps in the correct order?
1.)Designing sales force strategy and structure, 2.)recruiting and selecting salespeople, 3.)training salespeople, compensating salespeople, 4.)supervising and motivating salespeople, and 5.)evaluating salespeople
what is an example of horizontal channel conflict?
A Ford dealer complaining that another Ford dealer is advertising in its territory
Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this represent?
Administered vertical marketing system (VMS)
Marketers now have access to fragmented media and promotion mixes to reach diverse audiences. To prevent creating a communications hodgepodge, what must marketers do?
Adopt the concept of integrated marketing communications
Which of the following statements is correct regarding marketing communications today?
Advertisers are now able to engage smaller customer segments with more personalized, interactive content.
____________________ are the five promotion mix tools used by marketers to communicate customer value
Advertising, public relations, personal selling, sales promotion, and direct and digital marketing
characteristics that classify retailers?
Amount of service offered, the breadth and depth of product lines, relative prices they charge, and how they are organized
What are the four steps to designing marketing channels, in the correct order?
Analyzing consumer needs, setting channel objectives, identifying major channel alternatives, and evaluating the alternatives
Which of the following is correct regarding the forms of direct and digital marketing?
Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.
What are three major factors changing the face of today's marketing communications?
Changes in consumers, changes in marketing strategies, and sweeping changes in digital technologies
What is true regarding channel organization?
Channel members are dependent on each other for the overall success of the channel.
what is NOT TRUE regarding marketing logistics
Companies are placing less emphasis on logistics and more on constraining costs.
Which of the following correctly describes omni-channel retailing?
Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping
Ideally, integrated marketing communications should achieve which of the following?
Deliver a clear, consistent, and compelling company and brand message
High sales force costs necessitate an effective sales management process consisting of which of the following steps
Designing sales force strategy and structure and recruiting and selecting, training, compensating, supervising, and evaluating the firm's salespeople.
________ involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
Direct and digital marketing
_______________________ permits companies to tailor offers and content to needs and interests of carefully defined segments, which in turn helps develop long-lasting customer relationships as well as resulting in immediate responses.
Direct marketing
According to the text, what is one of the biggest advantages of social media?
Engagement and social sharing capabilities
According to the text, what is perhaps the toughest public policy issue now confronting the direct marketing industry?
Invasion of privacy
Which of the following is a form of traditional direct marketing?
Kiosk marketing
Which of the following statements about personal selling is correct?
Many customers are unable to distinguish the salesperson from the company.
Which of the following statements regarding traditional direct marketing forms is correct?
Marketers use both outbound and inbound telemarketing. Your answer is correct.
_____________ begins with analyzing consumer needs and setting channel objectives.
Marketing channel design
What is a reason that producers use marketing channels and channel intermediaries?
Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.
____________________ addresses not only outbound logistics, but also inbound logistics and reverse logistics.
Marketing logistics
___________________ must be closely coordinated for maximum campaign effectiveness.
Message decisions and media decisions
Which form of direct and digital marketing do companies use to engage customers anywhere, anytime during the buying and relationship-building processes?
Mobile marketing
what is NOT correct about the omni-channel buyer
Omni-channel buyers do not need the bricks-and-mortar environment in which to shop
_____ means integrating all available shopping channels and devices into a seamless customer shopping experience.
Omni-channel retailing
________ refers to marketing via the internet using company websites, online advertising and promotions, e-mail marketing, online video, and blogs.
Online marketing
Of product and services assortment, price, promotion, and place, which plays one of the most important roles in aligning target markets and positioning?
Place
At which stage in the selling process does a salesperson attempt to learn as much as possible about the organization (what it needs, who is involved in the buying) and its buyers (their characteristics and buying styles)?
Preapproach
Which PR tool is used to create and place newsworthy information in the news media to attract attention to a person, product, or service?
Press relations
Public relations involves building good relations with the company's various publics. What are all of the functions it includes?
Press agency, product publicity, public affairs, lobbying, investor relations, and development
what is TRUE regarding the selection of qualified channel members?
Producers vary in their ability to attract qualified marketing intermediaries.
Which of the following is a benefit of direct and digital marketing for buyers?
Sense of brand engagement and community
What are the four important decisions made when developing an advertising program? List them in order.
Setting objectives, setting the budget, developing strategy, and evaluating effectiveness
______________ marketing involves focusing the entire marketing process on turning shoppers into buyers as they approach the point of sale.
Shopper
Attracting and holding customers presents great challenges and decision points for retailers. Of the following, which is NOT one of the areas in which they face major decisions?
Social media and visibility decisions
_____ is the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance.
Social selling
Which of the following is a drawback to social selling?
Some things cannot be presented over the internet
Which of the following has changed customers' notions of convenience, speed, price, product information, service, and brand interactions?
The digital age
what is true regarding the promotion mix?
The entire marketing mix must be coordinated for greatest impact.
Which of the following statements about major retail trends is NOT true?
The green movement has not quite taken hold.
Most producers use intermediaries by forging a marketing channel (or distribution channel) to bring products and services to the consumer or business user. They do this because of _________, specialization, and scale of operation.
The intermediaries' contacts and experience
Which of the following statements about public relations is correct?
The lines between advertising and public relations are becoming more blurred.
What is true of new types of channel organizations
They provide stronger leadership and improved performance.
__________________ are the main forms of direct and digital marketing.
Traditional direct marketing tools and new digital marketing tools
Which of the following is correct regarding most firms' direct marketing efforts?
Traditional tools are still heavily used and very important.
____________________ is the digital version of word-of-mouth marketing and the type of marketing in which marketers usually have little control over where messages end up.
Viral marketing
Which wholesaler channel function helps reduce inventory holding costs and the risks of suppliers and customers?
Warehousing
What are the four major functions of logistics?
Warehousing, inventory management, transportation, and logistics information management
The only reason for a wholesaler to exist is to ___________________ by increasing the efficiency and effectiveness of the entire marketing channel.
add value
Retail stores come in all shapes and sizes, and new retail types keep emerging. Store retailers can be classified by ______________.
amount of service, product line sold, relative prices, and how they are organized
In general, sales promotion campaigns should ______________________.
be customer relationship building
Recent years have seen the rapid growth of superstores that are actually giant specialty stores; they are sometimes called ______.
category killers
To ensure channel success, all channel firms should understand and accept their roles, _________________.
coordinate their goals and activities, and cooperate to attain overall channel goals
Spurred by the surge in internet usage and online buying, and by rapid advances in _____________, ________ has undergone a dramatic transformation.
digital technologies, direct marketing
Online advertising has become a major promotional medium. The main forms of online advertising are _____________________.
display ads and search-related ads
A company may use the promotion mix, also called its marketing communications mix, to _____________________
engage customers, persuasively communicate customer value, and build customer relationships
With companies becoming more market-oriented, the sales force plays a key role in ________ and __________________________.
engaging customers; developing and managing profitable customer relationships
When selecting intermediaries, the company should evaluate each channel member's years in business, other lines carried, location, _______________________.
growth and profit record, cooperativeness, and reputation
During the presentation and demonstration step in the personal selling process, the salesperson needs to be prepared to _________.
handle objections
Direct marketing is ________, allowing buyers to create exactly the configuration of information, products, or services buyers desire and then order them on the spot.
immediate and interactive
Because social media are _____, they are ideal for starting and participating in customer conversations and listening to customer feedback.
interactive
Personal selling can be very effective in complex selling situations because it involves ________ interactions and engagement between salespeople and individual customers.
interpersonal
Because today's consumers shift seamlessly across channels, many online retailers, including Amazon, are moving _______.
into the physical world
ZoomShops use _____ marketing, which offers automated retailing for a variety of products.
kiosk
The sales force sells products by engaging customers, presenting its offerings, answering objections, negotiating prices and terms, closing sales, servicing accounts, and ________
maintaining account relationships
Intermediaries are used by most producers to bring products to market. These intermediaries are known as _________________________.
marketing channels
The three major groups of wholesalers are ________.
merchant wholesalers, brokers and agents, and manufacturers' and retailers' branches and offices
Wholesalers fall into three groups: ____________________.
merchant wholesalers, brokers and agents, and manufacturers' and retailers' branches and offices
The concern about ________ is an area where consumers fear that unscrupulous snoopers will eavesdrop on their online transactions and social media postings, picking up personal information or intercepting credit and debit card numbers.
online and digital security
Forms of digital direct marketing include ______.
online marketing, social media marketing, and mobile marketing
A salesperson's role as a(n) ________ demands creative selling, social selling, and relationship building
order getter
Most companies today see their intermediaries as first-line customers and focus on ________ to forge long-term relationships with channel members.
partner relationship management
To avoid being intrusive and annoying, most legitimate e-mail marketers practice ______, which means sending e-mail pitches only to customers who "opt in."
permission-based marketing messages
The trend of ________ has resulted in different types of retailers now selling the same products at the same prices to the same consumers.
retail convergence
When evaluating channel member performance, companies use standards such as _______, ______, _____, treatment of damaged and lost goods, cooperation in company promotion and training programs, and services to the customer.
sales quotas, average inventory levels, customer delivery time
After sales promotion campaign objectives are set, the next steps are ________, and then __________________________.
selecting tools; developing and implementing the sales promotion program
Advertisers should first ______________ to determine whether the advertising is supposed to inform, persuade, or remind buyers.
set clear objectives
Retailers must decide on three major product variables: product assortment, services mix, and _________.
store atmosphere
Strong relationships with the salesperson will result in _______
strong relationships with the company and its products
Progressive wholesalers constantly watch for better ways to meet the changing needs of _________________.
their suppliers and target customers
Major advertising involve decisions about ________________________.
the objectives, the budget, the message, the media, and the evaluation of results
Although the fast-growing digital marketing tools have grabbed most of the headlines lately, ________ are very much alive and still heavily used.
traditional direct marketing tools
The typical personal selling process consists of seven specific steps. The steps in the selling process are ________. The aim is to help salespeople close a specific sale with a customer.
transaction oriented
Closing a sale with a particular customer is a short-term ________ orientation, but the selling process must also take a ________ orientation and look at the long term.
transactional
The second step of channel design is the identification of the major channel alternatives in terms of the _________________.
types of intermediaries, number of intermediaries, and the channel responsibilities of each member
Which of the following describes a just-in-time logistics system?
Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations.
A company's total promotion mix, also called its marketing communications mix, consists of the specific blend of five tools: _________________________.
advertising, personal selling, sales promotion, public relations, and direct and digital marketing tools
The need for omni-channel retailing is a result of _______.
omni-channel buying
___________________ are promotional tools that can be used to attract consumers.
rebates, coupons, price packs, and samples
It is important that retailers select locations that are accessible to the target market in areas that are consistent with the _____________________.
retailer's positioning
