Met 405
When actress Jennifer Aniston appears in an advertisement using and promoting a particular brand of body lotion, it is an example of the ________Blank approach to advertising execution.
endorser
Firms and brands that continually attempt to operate in the ________Blank quadrant of the generic price-quality positioning map may damage their relationships with customers and not survive.
high price, low benefits
Unresolved channel conflict can result not only in an uncooperative and inefficient channel, but it can also ultimately impact end-user consumers through
higher prices.
The goal of ________Blank advertising is to promote an industry, company, family of brands, or some other issues broader than a specific product.
institutional
In addition to the company's primary website, many companies create smaller, more focused sites that deal with specific topics such as new product introductions or targeted products. These sites are known as
microsites.
Vache is a marketing manager for a large soft drink company. As the marketing manager, he
must understand the basics of promotion.
Digital ads designed to blend in with the format and style of the content that is offered through a website are called ________Blank ads.
native
Which advertising medium offers the advantage of interactive capabilities?
online and social media
P&G solicits meaningful interaction from customers on its website rather than at independent sites. P&G recognizes the value of
online brand communities.
Abilene is the manager of a cafe and is responsible for deciding the price of dishes included on the cafe's menu. The chef of the cafe introduced a new dish, which was initially priced at $20 by Abilene, but she increased its price slowly over a period of 6 months. In this scenario, Abilene utilized a ________Blank strategy.
penetration pricing
Comcast cable company wants Mickey to buy the full gamut of entertainment products, and the more he buys—digital television, premium channels, downloadable movies, local and long-distance phone service, cellular service, high-speed internet—the better the deal becomes compared to the total of the individual prices of each product. Comcast is using a ________Blank strategy.
price bundling
The vast majority of advertising is ________Blank advertising.
product
Coca-Cola bottles placed on the desks of judges of the show American Idol is an example of the sales promotion approach of
product placements.
Healthy Living will send retailers a check if the retailer successfully includes its vegetable-based smoothies in its promotional efforts. Healthy Living uses ________Blank to incentivize retailers.
promotional allowances
Martha runs a hardware store. She learned that customers process the price of $9.99 as significantly lower than the price of $10.00 because of the reduced digit count in the price point. Accordingly, she follows this rule to set up the prices for all products. Martha uses a ________Blankstrategy.
psychological pricing
A bicycle manufacturer pays a shelf fee to a sporting goods store to ensure its products' position on the store's shelves. This is an example of a(n)
push strategy.
It can be useful for customers to have some type of comparative price when considering a product purchase. Such a comparison is referred to as ________Blank pricing, which in the case of price bundling is the total price of the components of the bundle if purchased separately versus the bundled price.
reference
A technology company wants to increase sales for their newest product, so they decide to invest in advertising and direct marketing for the product. This is an example of
a pull strategy.
Petros is the marketing manager for a pharmaceutical company. His team relies on a combination of personal selling and sales promotions directed toward pharmacies and medical facilities. This is an example of
a push strategy.
Carlo receives a paycheck every other Friday for the same amount. Carlos receives
a salary.
At the ________ stage of the AIDA model, marketing managers use promotions to gain awareness of the offering with the market's innovators and early adopters.
attention
In the initial introduction of the Prius, Toyota put much effort into building awareness of the emerging need for hybrid cars and also educating potential customers about what a hybrid car actually is. This is an example of the ________Blank stage in the AIDA model.
attention
Martina has developed a new product completely unlike anything else on the market. In which AIDA stage should she spend most of her investment in communication to potential customers?
attention
A cereal company has a reputation for high quality products and successful marketing. Sales representatives from this company are often trusted to help stores determine what products to carry, and their products are frequently given prime display placement on the shelf. This is an example of
referent power.
Besides the standard auction approach where buyers bid for a seller's offering, it is now very common for sellers to utilize ________Blank to bid prices to capture a buyer's business.
reverse auctions
A food wholesaler purchases different fruits from local farmers and then sells them to local restaurants and retailers. If the fruits spoil before the wholesaler sells them, it takes the loss. As an intermediary, the wholesaler is performing the function of
risk-taking.
When targeted to members of a channel on which a firm relies to sell a product, ________Blank is an important element of a push strategy.
sales promotion
Pricing objectives very frequently are designed to maximize profit, which necessitates a ________Blank pricing strategy.
target return on investment (roi)
In an administered vertical marketing system, the sheer size and power of one of the intermediaries places it in a position of control. The lead player in such situations may be referred to as the
channel captain.
Marco's Imports is a high-quality Italian leather goods store in Manhattan. Marco also runs an internet site where people can buy his products and he will charge the same delivery fee to any location within the 48 contiguous states. Marco utilizes ________Blank pricing.
uniform delivered
A(n) ________Blank is thought of as an overarching system of formal and informal relationships within which the firm participates to procure, transform and enhance, and ultimately supply its offerings in final form within a market space.
value network
is the degree to which any member of a marketing channel can exercise influence over the other members of the channel.
Channel power
is obtaining commitment from the customer to make the purchase.
Closing the sale
refers to the various ways a site enables user-to-user communications.
Community
could lead the marketing manager to decide to price at some market average price, or perhaps above or below it in the context of penetration or skimming objectives.
Competitor-based pricing
is one of the three distinct advantages of personal selling.
Immediate feedback
goods are appropriate for intensive distribution, as their sales rely on the consumer seeing the product, feeling an immediate want, and being able to purchase now.
Impulse
In the context of social networks, ________Blank is targeted at working professionals and offers some distinct advantages in terms of content relevant to a professional audience.
Semra was in need of a new job after being laid off. Her friend suggested she put her resume on ________Blank, a social media site geared toward working professionals and companies who use it for recruiting.
is one of the critical mistakes made in closing a sale.
Too much talking
are a form of sales promotion to channel members.
Trade shows
A(n) ________Blank represents all organizations involved in providing a firm, the members of its channels of distribution, and its end-user consumers and business users.
supply chain
The sales engineer from General Electric who calls on Boeing to sell the GE90 jet engine to be used in Boeing aircraft is an example of a
technical seller.
A unique feature of Snapchat is that shared information is
temporary.
Nalini is a salesperson for appliances in a hardware and home goods store. She sees a customer testing the settings on a sophisticated model of washing machine. What should Nalini's next step be?
Explain how the product can fulfill that particular customer's needs and wants.
n a(n) ________Blank vertical marketing system, one channel member may be placed in a position of channel control.
administered
Essential Electronics is a wholesaler of electronic goods in the city of Urbania. The company sells goods manufactured by UrbCell. The wholesaler enjoys a monopoly because it is the only intermediary selling those products in the city. This is an example of
an exclusive territory.
Newspapers are effective as an advertising medium because they
are highly credible.
You should be careful when using ________Blank pricing, as it is always possible that the quantity demanded will not match the marketing manager's forecast.
average-cost
The immediacy and personalization of social networks and, more broadly, the web itself, set up the environment for
viral marketing.
Paula complains that she has seen the same commercial dozens of times and is tired of seeing it, so she changes the channel when it comes on. This reaction to over exposure to an advertising campaign is called advertising
wearout.
M-commerce refers to purchases made
with a mobile device.
When shipping prices are based on the distance from the shipping location, it is considered ________Blank pricing.
zone
refers to sourcing materials and knowledge inputs from external suppliers to the point at which production begins.
Inbound logistics
is the application of marketing concepts and strategies inside an organization.
Internal marketing
is the amount of price increase that can be taken without affecting customer demand.
Just noticeable difference (JND)
require that a certain percentage markup be applied to all products.
Minimum markup laws
Kallie goes to a store to buy a new liquid soap dispenser. When she purchases a new dispenser from the store she gets two liquid soap refill packets for free, as part of a promotional offer, but she will need to purchase refills later. In this scenario, the pricing strategy used for the soap dispenser is ________Blank pricing.
captive
When General Hospital was informed that a physician had been sued after performing an unsuccessful surgery, the administration informed all of the staff of the situation. In addition, the public relations staff immediately sent out a press release to allow the hospital to manage the message before people jumped to conclusions. This demonstrates
crisis management.
Websites where customers come to engage with other customers, the sponsoring firm, and others in the ecosystem to share ideas and collaborate on topics of mutual interest are called
customer communities.
When Jennifer bought her new Samsung phone, she couldn't wait to show her co-workers its new features, all of which were widely advertised by the company. The next day, three of them went out and bought the same phone. Which stage of the AIDA model was created through Jennifer's actions?
desire
The development of promotional strategies most likely involves decisions about
elements in the promotion mix.
Logistics and other processes are managed using sophisticated and integrated
enterprise resource planning systems.
Financing, market research, risk-taking, and other services are considered to be ________Blank functions.
facilitating
An advertisement for AXE Body Spray showed a boy using the product and then being chased by women. This is an example of the ________Blankapproach to advertising execution.
fantasy creation
An art supply manufacturer sells its goods to a wholesaler, who then sells those goods to a retailer. What channel of distribution does this company use?
indirect channel
The disadvantage of geographic sales orientation is
it does not support specialization of labor.
Jimmy is trying to determine the best price for his new fishing poles and thus uses the sales price as a basis of calculating the markup percentage. He is using a(n) ________Blank approach.
markup on sales price
"Buy 1, get 1 half price" is an example of the sales promotion approach of
multiple-purchase offers.
Which of these is an intrinsic reward?
personal growth
One rationale for establishing a price skimming objective is that ________Blank lends status to a product or brand by virtue of a price relatively higher than the competition.
prestige pricing
In proposing a ________Blank strategy, the marketing manager usually is convinced that a strong price-quality relationship exists for the product.
price skimming
Zora is using a combination of digital and social media marketing, advertising, sales promotion, public relations, and personal selling in order to achieve an acceptable ROI. Zora is using the
promotion mix.
is a critical component that plays into a customer's assessment of the value afforded by a firm and its offerings.
Price
Introducing an intermediary into a channel may contribute to ________Blank that are necessary to complete an exchange.
reducing transactions
intermediaries perform a variety of physical distribution, transaction and communication, and facilitating functions that make exchange possible. They do not take title to the product.
Agent
When a channel member is respected, admired, or revered based on one or more attributes, that member enjoys ________Blank power within the channel.
referent
advertising is common during the maturity stage of the product life cycle, but you should avoid this if your brand is the leader.
Comparative
Consumers engage in limited search for items like midrange fashion apparel, home furnishings, and appliances. These are examples of ________Blank goods, which are candidates for selection distribution.
shopping
A grocery store chain charges less for a gallon of milk in some neighborhoods that it does in others to reduce competition. This practice is illegal under the
Robinson-Patman Act.
