Marketing Exam 4 (Ch.13,14,15)

Paid, nonpersonal communication through mass media such as a radio ad is an example of which component of the promotional mix?

Advertising

When a smaller producer lacks the marketing power to be visible to wholesalers and retailers, they would likely choose which distribution channel?

Agent/broker channel

Which AIDA stage involves selecting promotional tactics that bring awareness to the brand or product?

Attention

If a marketer were to use public relations mainly because it's inexpensive, they are considering which factor affecting the promotional mix?

Available marketing funds

During which stage of the product life cycle is it recommended that most promotional expenses—but especially advertising—be reduced?

Decline stage

Aligning supply and demand throughout the supply chain by anticipating customer demand and planning production and inventory accordingly describes which process of supply chain management?

Demand management

Which type of channel is a variation of the direct channel that utilizes e-commerce and social media?

Digital

Which type of store competes on the basis of low price and high volume?

Discount stores

Which type of channel variation sells the same product using multiple channel structures?

Dual distribution

Which type of media can be low cost and effective but may make it difficult for the marketer to control the results and the message?

Earned media

_______ is the increased value of a product that is created as its ownership is transferred.

Exchange utility

If a company partners with only one retailer per state, this is an example which type of distribution?

Exclusive

Ensuring that firms in the supply chain can manage production with flexibility and efficiency describes which process of supply chain management?

Manufacturing flow management

A company runs an ad on social media. This is an example of which type of communication?

Mass communication

A chain store and a franchise are examples of which method of classifying retailers?

Ownership arrangement

Which component of the promotional mix is conducted person-to-person with the buyer and may take place face-to-face, over the telephone, or by online video?

Personal selling

Which component of the retailing mix relates to customer service and personal selling?

Personnel

Which component of the retailing mix relates to location and hours?

Place

Which component of the retailing mix relates to layout and atmosphere?

Presentation

Which channel member makes the product?

Producers

A company sells inventory that must always be refrigerated. This is an example of which factor affecting the choice of distribution channel?

Product Factors

The width and depth of a retailer's product line refers to which method of classifying retailers?

Product assortment

Facilitating the joint development and marketing of new offerings among a group of supply chain partner firms describes which process of supply chain management?

Product development and commercialization

Which component of the retailing mix relates to advertising and publicity?

Promotion

Holding a press conference to communicate with various stakeholders of the firm is an example of which component of the promotional mix?

Public relations

Small sensors that can track the location of items are called _______.

RFID tags

A consumer listening to radio advertisement is an example of which component of the communications process?

Receiver

Sharing a basic framework for how companies in the supply chain will communicate and work together is an example of what level of external integration?

Relationship integration

Which channel members buy products directly from producers or wholesalers and sell directly to consumers?

Retailers

Which type of channel variation utilizes channel partners to facilitate returns or recycling?

Reverse

Distributing coupons is an example of which component of the promotional mix?

Sales promotion

Which type of store carries a deep range of brands within a narrow category of products?

Specialty stores

Which type of channel variation uses another manufacturer's already established channel?

Strategic channel alliance

By relying on customer data, a company discontinues products that aren't in demand before inventories can build up. This is an example of which benefit of supply chain management?

Streamlined product mix

Which type of retailers are large stores specializing in groceries but also carrying nonfood items, such as flowers and personal care?

Supermarkets

If a marketer were to run ads so they could reach a large audience that is dispersed over a big geographic area, they are considering which factor affecting the promotional mix?

Target market characteristics

The creation and maintenance of information systems that connect managers across firms in the supply chain is an example of what level of external integration?

Technology and planning integration

A company has chosen to launch in one distribution channel exclusively before launching in any other. This is an example of which factor affecting the choice of distribution channel?

Timing factors

If a marketer chooses advertising over personal selling because their product is a routine and simple purchase, they are considering which factor affecting the promotional mix?

Type of buying decision

Which channel members buy products from producers and distribute them to retailers?

Wholesalers

Which components of the promotional mix give the marketer control over the message? (Select three) a. Advertising b. Earned media c. Sales promotion d. Personal selling e. Public relations

a. Advertising c. Sales promotion d. Personal selling

Which of the following are examples of supply chain integration strategies? (Select three) a. Careful selection of supply chain partners b. Increased communication with supply chain partners c. Lower inventory costs d. Effective use of customer sales data e. Speed to market

a. Careful selection of supply chain partners b. Increased communication with supply chain partners d. Effective use of customer sales data

Which of the following are examples of omnichannel marketing? (Select two) a. Customer can use a mobile app to assist with in-store product research and purchasing. b. Customer can order either online or shop at the physical store. c. Customer can shop at the store and must return products to the same store. d. Customer can order online and pick-up at the physical store. e. Customer can shop online but must return products via mail.

a. Customer can use a mobile app to assist with in-store product research and purchasing. d. Customer can order online and pick-up at the physical store.

Which of the following are examples of a pull strategy? (Select three) a. Manufacturers trying to stimulate consumer demand by promoting directly to consumers b. Retailers asking their wholesalers to carry the product c. Consumers encouraging the retailer to carry the product d. Wholesalers using personal selling to persuade retailers to carry the products e. Retailers using sales promotion to convince consumers to buy

a. Manufacturers trying to stimulate consumer demand by promoting directly to consumers b. Retailers asking their wholesalers to carry the product c. Consumers encouraging the retailer to carry the product

In terms of retail operations models, retailers are often categorized by which of the following factors? (Select three) a. Price b. Service level c. Number of locations d. Product assortment e. Employee count

a. Price b. Service level d. Product assortment

Which of the following are examples of a push strategy? (Select three) a. Wholesalers using personal selling to persuade retailers to carry the products b. Manufacturers trying to stimulate consumer demand by promoting directly to consumers c. Retailers asking their wholesalers to carry the product d. Retailers using sales promotion to convince consumers to buy e. Manufacturers using aggressive business-to-business advertising to convince wholesalers to carry the product

a. Wholesalers using personal selling to persuade retailers to carry the products d. Retailers using sales promotion to convince consumers to buy e. Manufacturers using aggressive business-to-business advertising to convince wholesalers to carry the product

The use of machines to offer goods for sale is called _______.

automatic vending

Which of the following are priorities for managing service delivery? (Select two) a. Maximize wait times b. Minimize wait times c. Manage or increase service capacity d. Reduce service delivery e. Reduce service capacity

b. Minimize wait times c. Manage or increase service capacity

Which of the following best describes the demand-supply integration (DSI) philosophy?

b. The company departments charged with creating customer demand communicate frequently with company departments charged with fulfilling demand.

Which of the following are true statements about supply chains? (Select three) a. The cumulative result of supply chain integration is higher costs. b. The goal of supply chain management is to integrate all supply chain activities into a seamless process. c. Supply chain partners could include home delivery partners. d. A company's supply chain includes all the companies involved in the flow of providing products to customers. e. The supply chain extends from raw material suppliers to manufacturing plants.

b. The goal of supply chain management is to integrate all supply chain activities into a seamless process. c. Supply chain partners could include home delivery partners. d. A company's supply chain includes all the companies involved in the flow of providing products to customers.

Devices that send out connecting signals to customers' smartphones are called _______.

beacons

Marketers strive to develop an effective promotional mix by evaluating various factors, including which of the following? (Select three) a. Sales promotion b. Advertising c. Nature of the product d. Stage in the product life cycle e. Target market characteristics

c. Nature of the product d. Stage in the product life cycle e. Target market characteristics

Integrated marketing communications (IMC) is the careful coordination of all promotional messages to ensure the marketer's messages are _______ at every point of contact with the consumer.

consistent

Omnichannel marketing is an effort by companies to unify the BLANK experience across various BLANK

customer's, marketing channels

During which AIDA stage must the company clearly communicate their competitive advantages?

desire

AIDA stands for attention, interest, BLANK, and BLANK.

desire, action

To maximize margins or keep prices low, a producer with significant resources would likely choose a(n) _______.

direct channel

Representatives selling door-to-door or in homes is called _______.

direct selling

Sustainable supply chain management involves the integration and balancing of BLANK, BLANK, and economic thinking into all phases of the supply chain management process.

environmental, social

In terms of retail operations models, customers paying premium prices will likely demand _______?

higher levels of service

There are two main types of supply chain integration:

internal and external

The two general forms of marketing communication are BLANK and BLANK

interpersonal communication, mass communication

During which stage of the product life cycle is it recommended that a marketer use advertising or public relations to raise awareness of its product?

introduction stage

Which type of media is based on the traditional advertising model, in which a brand pays for media space?

paid media

Which type of promotional goal focuses on a call to action for the consumer?

persuading

A product can take any of several possible routes to reach the final consumer. The channel where product moves from the BLANK to the BLANK with no other intermediaries in between is the direct channel

producer, consumer

A plan for the optimal use of the elements of promotion is a _______.

promotional strategy

Which type of promotional goal is usually used during the maturity phase of a product's life cycle to maintain market share?

reminding

Promotion can perform one or more main goals: informing, persuading, BLANK and BLANK

reminding, connecting

Which component of the promotional mix includes marketing activities that provide a short-term incentive to buy and is usually used in combination with other forms of promotion?

sales promotion

The use of machines to offer services is called _______.

self-service technology (SST)

Hotels, salons, and other BLANK companies employ many of the same "distribution" skills and strategies as companies selling BLANK

service, physical goods

Consumers exchanging goods with one another through a digital marketplace is called _______.

sharing economy

A company hoping to recover from or avoid service lapses should notify customers in advance of BLANK and issue product BLANK notices with promotional incentives for customers to purchase later.

stockouts, recall

Company-level goals such as increasing revenue, cutting costs, and maximizing return on investment are called _______.

strategic goals

Store-level goals such as increasing store traffic, managing inventory, and managing employees are called _______.

tactical goals

Factors such as the size and profit potential of the market and the level of competition for its business affect the selection of a company's _______.

target market

Graphics technology that displays a realistic visual of a digital image is called _______.

virtual reality