EXAM 4
_______________ is the percentage of customers that stop using a product in a specific time period.
Customer churn rate
Anything that reduces the accuracy and clarity of communication is called _________________
noise
The selling of merchandise is generally called _________________.
vending
_____________________ are items offered free or at minimal cost as a bonus for purchasing a product.
Premiums
______________ is best characterized as transactions in which the buyer intends to consume the product through personal, family or household use
Retailing
________________ is the performance of marketing-related activities by telephone
Telemarketing
A small self-service store that is open long hours and carries a narrow product mix in an expedient location is best described as a________________
convenience store
Reinforcement advertising is primarily targeted at ______________________________
current users of a particular product
Amy's Ice Cream offers its customers a stamp card that allows them to collect stamps for each purchase and then receive a free ice cream after they have filled an entire card with stamps. This is an example of a _________________
frequent-user incentive.
An open-air shopping center that features upscale specialty, dining, and entertainment stores, usually owned by national chains, is generally called a(n)__________________
lifestyle shopping center
The kinds of products being sold and the availability of public transportation are both factors that influence a retailer's decision about ________________.
location
Recognition and recall tests are posttest methods based on _______________
memory
Companies are increasingly using _____________________________________ to respond to changing consumer preferences to be able to buy a product wherever and whenever they desire.
multichannel distribution
The two major types of product advertising are _______________ and _____________
pioneer; competitive
Starbucks has an agreement with PepsiCo through which Pepsi distributes Starbucks' coffee drink, Frappuccino, to grocery stores and other retail outlets. This is an example of ______________________________________________.
strategic channel alliance
A large retailer selling food and most routinely purchased consumer products is a(n) _________________.
superstore
A support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a(n) _________________
technical salesperson
During the personal selling process, a salesperson, if possible, should handle objections when _______________
they arise
Having products available when customers want them creates _______________________.
time utility
Marketing channels create four types of utility for consumers including
time, place, possession, and form
In the Jordan Belfort video we watched in Chapter 17, he recommended using active listening to build rapport with your customer. According to the textbook, this is an important task during the _____________________ step of the personal selling process.
approach
The fact that customers may buy "forward," or buy large amounts that keep them supplied for many months, is a drawback of ________________
buying allowance
A major benefit of using event sponsorship is that it ________________________
can provide large amounts of free media coverage
Michael's, PetSmart, and Staples are all examples of _______________
category killers
When ASICS gives a portion of its profits to prostate cancer research for every pair of blue-themed Gel-Cumulus shoes sold, it is engaging in ________________________________
cause-related marketing
Fatima is a salesperson for American Eagle Outfitters. Her compensation is based on a set salary plus a commission based on sales. Fatima's compensation is based on a __________________
combination compensation plan
___________, ______________, and ____________ are forms of compeitive advertising.
comparative, reminder, and reinforcement
When Subaru's advertising campaign mentions the Subaru Forester being named a 2019 IIHS Top Safety Pick, it is using ___________________ advertising.
competitive
Product placement in television shows is becoming increasingly important due to ____________________
consumers' greater ability to screen advertisements
When Coach agrees to pay Dillard's a certain proportion of the cost of providing television advertising and Sunday newspaper sales fliers emphasizing Coach purses, Coach is offering ________________.
cooperative advertising
A television advertisement for Miracle-Gro lawn fertilizer indicates that the product is available at Home Depot and Lowe's. This form of sales promotion is called a(n) _____________________
dealer listing
After the advertising budget is determined, the next step in creating an advertising campaign is _____________________
developing the media plan
Pandora and Spotify allow user to listen to music through the internet or other device. Pandora and Spotify are engaging in ___________________
digital distribution
The increase in ______________ is helping to reduce the cost of advertising for marketers and making advertising more frequent in mobile games and social media.
digital technology
A marketing channel is defined as a group of individuals and organizations that _______________________________________________________________________________________.
direct the flow of products from producers to customers within the supply chain.
Eliminating a wholesaler from a marketing channel will not
eliminate the functions performed by that wholesaler
Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to ________________
encourage product trial
Product placement is the strategic location of products within _______________________
entertainment media content to reach the product's target market
A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as __________________
flighting
The Subaru Outback "Where the Heart Is" ad we watched in Chapter 16 is an example of _____________________ advertising?
institutional
Pioneer advertising is most appropriate during the ________________ stage of the product life cycle.
introduction
Category killer compete primarily on the basis of _________________
low prices and product availability
The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called ____________________
making the presentation
A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with traditional retailers is a(n) _______________
outlet shopping center
Katrina fell in love with a pair of shoes she saw Lizzza wearing on Instagram. Katerina imediately went to the Zappos app on her phone, found the shoes, and ordered them for herself. In this case Zappos is providing ___________ utility.
place
As discussed in the Chapter 13 lecture, the Dunkin Donuts gift card is an example of ________________ utility created by marketing channels.
possession
A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during _________________
preapproach
By promoting the fact that avocados are good for you and can be used to make tasty snacks, the California Avocado Grower's Exchange attempted to stimulate _______________
primary demand
Large retailers such as Macy's and Kohl's are most likely to participate in which marketing channel?
producer, retailers, consumers
In the Chapter 15 lecture, we discussed how the Netflix show Stranger Things has generated free publicity worth tens of millions of dollars for more than 140 brands through _______________________
product placement
Consumer receive the benefits of place utility when
products are available in locations where consumers want to buy them
Advertising, personal selling, sales promotion, and public relations are called ____________________
promotion mix
Communication through the use of annual reports, event sponsorships, and news stories is referred to as _________________
public relations
When Hershey introduced Hershey's Cookie Layer Crunch, it promoted it directly to consumers and told them to ask for the product at their favorite stores. This is an example of a __________ policy
pull
The supply chain begins with___________________________________________ and ends with__________________________________________________________.
raw materials; product for the end consumer
Sofia is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sofia is the __________________ and Wendy's is the ____________________ of this communication.
receiver; source
Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplified the use of ______________ advertising
reinforcement
In Chapter 14 we watched a video about Uniqlo, which is an example of a(n) ________________ retailer.
specialty
Toastie's offers customers a card that allows them to have a free sandwich or wrap for every seven that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is ____________________
to retain loyal custoemrs
Eva went to shop at a local store called Oscar's, but found out that if she wanted to take advantage of their low prices, she would have to become a member. Oscar's is an example of a _________________.
warehouse club