mkt 300 exam 4

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 ____________________

a strategic channel alliance

the fact that customers may buy "forward," or buy large amounts that keep them supplied for many months, is a drawback of __________________

buying allowance

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

_________________, ____________________, and ____________________ are forms of competitive advertising.

comparative, reminder, and reinforcement

product placement in television shows is becoming increasingly important due to ______________________

consumers' greater ability to screen advertisements

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

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

________________ is the percentage of customers that stop using a product in a specific time period

customer churn rate

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

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 __________________

demand for their product

after the advertising budget is determined, the next step in creating an advertising campaign is ___________________

developing the media plan

Pandora and Spotify allow users 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/media

a marketing channel is defined as a group of individuals and organizations that _____________________

directs the flow of products from producers to customers

promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to ______________

encourage product trial

a schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as ________________

flighting

Amy's Ice Cream offers its customer 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

recognition and recall tests are posttest methods based on ____________

how well consumers remember advertising

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

introductory

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 centers

the kinds of products being sold and the availability of public transportation are both factors that influence a retailer's decision about ______________

location

category killers compete primarily on the basis of _____________

low prices and enormous product availability

the stage of 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

companies are increasingly using __________________ to respond to changing consumer preferences to be able to buy a product wherever and whenever they desire

multichannel distribution

anything that reduces the accuracy and clarity of communication is called ______________

noise

eliminating a wholesaler from a marketing channel will not _________________________

not eliminate the functions performed by that wholesaler

a shopping center that contains stores owned by manufactures who make a special effort not to conflict with traditional retailers is a(n) __________________

outlet shopping center

the two major types of product advertising are ________________ and _____________

pioneer competitive

Katerina fell in love with a pair of shoes she saw Lizza wearing on Instagram. Katerina immediately went to the Zappos app on her phone, found the shoes, and ordered them herself. in this case Zappos is providing ______________ utility.

place

as we discussed in the Chapter 13 lecture, the Dunkin Donuts gift card is an example of ___________________ utility created by marketing channels

possession

_______________ are items offered free or at minimal cost as a bonus for purchasing a product

premiums

large retailers such as Macy's and Kohl's are most likely to participate in which marketing channel?

producers to retailers to consumers

communication through the use of annual reports, event sponsorships, and new stories is referred to as __________

public relations

when Hershey introduced Hershey's Cookie Layer Crunch, it promoted directly to consumers and told them to ask for the product at their favorite stores. this is an example of a ______________ policy

pull

a major benefit of using event sponsorship is that it ___________________

raises brand exposure and awareness

The supply chain begins with ___________________ and ends with __________________.

raw materials finished goods

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?" exemplifies the use of ________________ advertising

reinforcement

_______________ is best characterized as transactions in which the buyer intends to consume the product through personal, family or household use.

retailing

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 __________

retaining existing customers

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 salespeople

reinforcement advertising is primarily targeted at ___________________

the current users of a particular product

a salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during ____________

the preapproach

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

the selling of merchandise in machines is generally called ________________

vending

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 ________________

warehouse clubs