Marketing Exam 3

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive _____ in compensation from the two media.

$3,000

What is a primary difference between an industrial distributor and a manufacturers' agent?

A manufacturers' agent does not acquire title nor usually takes possession of the products whereas an industrial distributor does.

An attempt to create a trend or acceptance of a product through word-of-mouth communication is called:

Buzz Marketing

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of _____.

Communication

The receiver's response to a message is _____ for the source.

Feedback

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a _____ schedule for its advertising.

Flighting

Which of the following is most likely to stimulate customer loyalty?

Frequent-user incentives

Which of the following is a full-service merchant wholesaler?

General merchandise wholesaler

Which of the following services would a wholesaler least likely provide to a manufacturer?

Look for and coordinate supply sources

Which of the following are the three primary tasks of order processing?

Order handling, order entry, order delivery

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is:

Personal Selling

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) _____ tool.

Public Relations

Direct selling, direct marketing, and vending machines are all examples of _____.

Retailing

A consumer contest is an example of:

Sales Promotion

Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment?

Team selling

Which of the following statements applies to media planning?

The message content affects the types of media used for an advertising campaign.

Ralph Lauren is planning a promotion where it will showcase all of its clothing lines to buyers at retail stores. It also plans to develop a direct marketing campaign that will use social media to introduce its new seasonal styles. Ralph Lauren is using _____ with the retail showcase.

a push policy

Kyle is preparing the promotional plan for Jansport backpacks in early May. This promotion will be executed in the month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience through a mass medium. Kyle is using the _____ form of promotion.

advertising

Dell Computers is a nationally recognized manufacturer of computers for the small business and home markets. If Dell were to order one of its wholesalers not to carry any computer products other than those made by Dell, this arrangement would be known as:

an exclusive dealing.

Creating a favorable impression and developing rapport with prospective customers is a critical part of the _____ step of personal selling.

approach

Brands that are promoted through comparative advertising are most likely to be _____.

brands that are attempting to compete with market leaders

The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of:

communication channel

With respect to the components of the communication process, the fax machines used by OES Office Systems to carry its advertising messages to its business customers is an example of a (n):

communication channel.

Tercile Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ _____ advertising.

competitive

The Limited, which produces and retails clothing products in a coordinated channel, is an example of a(n):

corporate vertical marketing system

As a famous food products brand tries to decide how to introduce its new line of breakfast bars, it considers all the advantages and disadvantages of the various consumer sales promotion methods. After careful consideration, the brand decides to use _____, which are the most widely used form of consumer sales promotion

coupons

When off-price retailers obtain too much in-season, high-quality merchandise, tension between manufacturers and _____ builds.

department stores

Dual distribution is characterized as:

distribution of a manufacturer's product through two or more different channel structures.

Logistics Plus is an organization that consolidates shipments from several industrial firms into more efficient lot sizes so that they can be more efficiently transported. Logistics Plus is an example of a(n) _____.

freight forwarder

If a retailer needed help with store design and training sales personnel, it would most likely use the services of a _____.

full-service wholesaler

The result of an inventory stockout usually results in a(n)____.

increase in lost sales.

Independent intermediaries that represent two or more sellers and usually offer customers complete product lines in a restricted territory are known as _____.

manufacturers' agents

Tupperware, Sarah Coventry, Amway, and Avon sell products outside the confines of retail facilities. They are _____ retailers.

non-store

A consumer jury is a:

panel of potential buyers of the advertised product brought together to pretest an advertising message.

The primary function of most wholesalers is to:

perform physical distribution of products from manufacturers to retailers.

Without wholesalers and other intermediaries:

products would likely be more expensive due to the use of less efficient channel members.

Air-Tech management learns that last month's production run of heaters at its Newark plant is defective and announces a recall of the specific models produced. To handle the large number of products it expects to receive for replacement of the defective thermostats, Air-Tech will probably need to add a _____ to its distribution network.

public warehouse

Lynn Taylor sells Revlon cosmetics on consignment to grocery stores, maintains the display racks, and restocks when necessary. Lynn's job is best described as a _____.

rack jobber

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of _____.

sales promotion

When a manufacturer rewards retailers based on the number of pieces moved through their scanners, this sales promotion method is known as a:

scan-back allowance

All of the following are types of limited-service merchant wholesalers except _____.

specialty-line wholesalers

When developing an advertising campaign, benchmarks need to be included in the _____.

statement of advertising objectives.

A support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a(n):

technical salesperson

Jim Zanders, a trained engineer, is a salesperson for a chemical manufacturer. He provides current customers with advice about a product's characteristics and applications. He is a(n):

technical salesperson.

Sales force objectives are generally established for:

the total sales force and each salesperson.

Any marketing tactic used to stimulate wholesalers and retailers to carry a producer's products and market those products more aggressively is a:

trade sales promotion method.

Jana works for Hormel Foods and she frequently sets up special displays and distributes samples of Hormel products to customers in supermarkets. Jana would best be classified as a(n):

trade salesperson.

Steve is aware of the growth in digital media advertising, particularly to certain target markets. The use of advertising on digital devices can alienate some consumers. Steve has uncovered recent research stating that young consumers are more likely to be receptive to advertising appearing on their digital devices if the source is _____; _____ is been given, and the messages are _____.

trusted; permission; entertaining.

In a simple economy of five producers and five consumers, there would be ____ transactions possible without an intermediary and ten transactions possible with one intermediary.

twenty-five