marketing quiz

Services mix

A large retailer of home improvement and construction products offers "how to" classes for do it yourselfers, featuring instructions on how to complete home improvement projects using products sold at its stores.

High-low pricing

Macys department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macys typically charges a relatively high markup, but also holds frequent sales and price promotions, in particular offering discounts to customers who use a Macys credit card. Macys uses ______

Vertical

Managers at the Imperial Hotel-Chicago complained that the chain's overall image was hurt because Imperial Hotel-Dallas was overcharging guests and providing poor service. The imperial Hotel was experiencing _______ conflict.

Direct response television advertising

Neal Murphy sells his company's unique products on television programs. He also hosts a 30-minute show in which he demonstrates and explains the advantages of the product. At the end of the show, a toll-free number is displayed on the screen that can be used by viewers to place their orders for the product. Which of the following forms of advertising is evident here?

Full line forcing

Producers of strong brands sometimes sell to dealers only on the condition that dealers take some or all of the rest of a product line. This practice is known as _______

C to C

Selleverything.com is a website that allows individuals to sell or auction products. Users can bid for times, which are then delivered to the highest bidder's address by selleverything.com, which receives a small commission. Which of the following major online marketing domains is evident from this scenario?

Brand personification

The advertisements which use to AFLAC duck or Tony the Tiger are using the message execution style of __________

Drop shipper

Tony Pool Chemical Co. purchased 144 buckets of chlorine tablets over the internet from chemical inc. Then Chemical inc placed the order with the manufacturer, and the manufacturer then transported the tablets directly to the Tony Pool store. In this case, Chemical inc is an example of a _____________

Horizontal marketing system

When McDonalds offers its products inside of a Walmart store, is it using a __________

Comparative advertising

When Procter & Gamble developed the Mr Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr Clean Magic Eraser?

audience quality

When a media planner determines whether and advertisement for diapers should be placed in Parents magazine or Sports Illistrated, the planner is evaluating the media vehicles __________

Holly Wreaths, a store which sells Christmas ornaments to customers via its online click-to-order catalogs

Which of the following companies uses a direct marketing channel?

Warehouse club

Which of the following is an off-price retailer that sells a limited selection of brand-name grocery items, appliances, clothing and other goods at deep discounts to members who pay annual membership fees?

Toyota and its network of independent franchised dealers

Which of the following is most likely a manufacturer-sponsored retailer franchise system?

Infomercial

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

Downstream partners

Which of the following terms refers to the wholesalers and retailers that form a vital link between the firm and its customers?

Superstore

Which type of store is much larger than regular supermarkets and offers a large assortment of routinely purchased food products, nonfood items, and services?

To drive online sales and services

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

Reach

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

Wheel of retailing

According to the concept of _________, new retailing forms often begin as low margin, low price, low status operations to challenge establish retailers. Such retailers than become successful, and eventually become like the conventional retailers they replaced.

set an advertising budget

After determining its advertising objectives, a company's next step in developing an advertising program is to __________

Slice of life

An ad for a new convection oven shows a busy professional women using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

full service retailer

At Neiman Marcus, a first class department store, customers shop for high-end products and they are assisted in every phase of the shopping process. Neiman Marcus is a _________

Click and mortar company

Avo Cutlery has always relied upon selling its fire cutlery via supermarkets and its own chain of stores. But thanks to the dot-com boom, the company now also sells its cutlery via its website, AvoCutlery.com. Which of the following best describes Avo Cutlery?

Be advertised more heavily to be noticed in the marketplace

Brands in a market with many competitors and high advertising clutter must _________

Interactive television

Donello Equipment's hosts informercials on television and at the same time allows its viewers to interact with its advertisements. Viewers can request more details and order via their internet ready smart televisions. Which of the following forms of marketing is evident here?

Manufacturer-sponsored wholesaler franchise system

Fire Up makes fireproof clothing material and licenses select stores around the world to use its material to make finished products with the Fire Up logos. Which of the following types of franchising is evident here?

Category killers

Home Depot and PetSmart are examples of __________

Contextual advertisements

In ___________, text-based ads and links appear alongside search engine results on sites such as Google, Yahoo, and Bing.

Voluntary chains

Independent Grocers Alliance, Do-It Best, Western Auto, and True Value are examples of_________

off price retailers

_______ have filled that ultra low-price, high-volume gap by buying at less than regular wholesale prices and charging consumers less than retail.

Power centers

________ are huge enclosed shopping centers consisting of a long strip of retail stores, including at least one large, freestanding anchor store like Walmart. Each store has its own entrance with parking directly in front for shoppers who wish to visit only one store.

Buying behavior

________ data in the customer database includes data about the recency, frequency, and monetary value of past purchases of a customer

RFID

________ or "smart tag" technology helps companies locate a products exact position with its supply chain

Direct mail marketing

which of the following types of marketing involves marketers sending out letters, brochures, samples, and DVDs to consumers address?