MKTG 345 Test 3 Underwood

Honda uses just-in-time manufacturing to build its odyssey minivans. Five companies that make component parts of the Honda Odyssey relocated to Alabama and states bordering Alabama when Honda announced plans to build a new Odyssey manufacturing plant in Alabama. This relocation in order to provide efficient delivery of goods indicates that Honda is a :

Channel captain.

DeBeers sells most of the diamonds it produces to industry. The company controls over 90 percent of the market and has great power over its distributors. In its marketing channel, DeBeers would be considered a:

Channel leader

walmart is the largest retailer in the world, and many consumer packaged-goods manufacturers like Kraft have offices in Bentonville, Arkansas, where Walmart is headquartered. Walmart has the ability to influence manufacturers to lower their prices so that it can deliver on its low-price guarantee to consumers. Walmart possesses?

Channel power

______ advertising compares two or more specifically named or shown competing brands on one or more specific attributes.

Comparative.

In 1935, Howard Johnson teamed up with Reginald Sprague to establish the first modern restaurant franchise. Their idea was to let independent operators use the same name, food, supplies, logo and even building design in exchange for a fee. In terms of the type of channel relationships established, this non-equity agreement would require a ______ relationship.

Cooperative

____ advertising is an arrangement in which the manufacturer and the retailers split the costs of advertising the manufacturer's brand.

Cooperative.

______ channel relationships include non-equity agreements such as franchising and licensing as well as equity-based joint ventures and strategic alliances.

Cooperative.

Which of the following products is MOST likely to use reminder promotion?

Crest toothpaste

______ is the interpretation of the language and symbols sent by the source through a channel

Decoding

One configuration of a marketing channel entails producers selling to consumers without any intermediaries in the channel. This is called a(n):

Direct channel

Which of the following is the lack of all the items a customer needs to receive full satisfaction from a product or products?

Discrepancy of assortment.

_______distribution occurs when a producer selects two or more different channel to distribute the same products to target markets.

Dual

When Becca saw the ad suggesting Subway sandwiches as a dinner meal, she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice. In terms of the communication process, Becca: a. correctly encoded the message b. created a longer than normal communication channel c. improperly decoded the message d. had no feedback e. improperly encoded the message

improperly decoded the message.

Which of the following statements concerning how market factors affect channel decisions is true?

industrial customers tend to buy in larger quantities and require more customer service.

Companies selling standardized items of moderate or low value to other businesses (not to consumers) often use: a. retailers b. industrial distributors c. wholesalers d. bulk breakers e. industrial resellers

industrial distributors.

What are the three basic tasks of promotion?

informing, persuading, and reminding

DuPont has an advertisement that shows police officers describing how they were shot at close range in the line of duty. The advertisement explains that the lives of these public servants were saved by Kevlar bullet-proof vests and that Kevlar was invented by DuPont. This is an example of _____ advertising.

institutional

One of the earliest, largest, and most famous examples of vertical integration was the Carnegie Steel Company. The company controlled not only the mills where the steel was manufactured but also the mines where the iron ore was extracted, the coal mines that supplied the coal, the ships that transported the iron ore, and the railroads that transported the coal to the factory. Carnegie Steel had a (n) channel relationship.

integrated

Molson beer was produced in Canada. Coors was manufactured in the United States. A merger of the two breweries gave each brand access to a significantly larger market. To effectively reach both markets, the merged company needed to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the brewery needed to use: a. coordinational promotion b. integrated marketing communications c. transformational marketing d. creative selling e. transactional communications

integrated marketing communications

In January 2005, Burger King sponsored the opener of the third season of The Apprentice. The Apprentice sponsorship was an important element in Burger King's overall marketing strategy to build social currency for the brand through contests, advertising, and other sales promotion. That is, the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message. Burger King used: a. coordinational promotion b. promotional mixing c. integrated marketing communications d. creative selling e. processed marketing

integrated marketing communications.

________ is distribution aimed at maximum market coverage. It is used for many convenience goods and supplies that need to be available in every outlet where the potential customer might want to buy them.

intensive distribution.

Lyndon went to a Web site that sells barbeque grills and read reviews of several different models. He has requested more information about a Weber grill that appeared to meet his needs, but he is not yet willing to give up his search to find the perfect grill. As far as Weber is concerned, Lyndon is in the _____ step of the AIDA concept.

interest

Channel conflict:

is often caused by an inability of some channel members to keep up with the changing times.

The efficient and cost-effective forward and reverse flow and storage of goods, services, and related information into, through, and out of channel member companies is called:

logistics.

A _____ is a business structure of interdependent organizations that are involved in the process of making a product or service available for use or consumption by end customers or business users.

marketing channel or channel of distribution.

For communication to be effective

marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas

Refer to Cable TV. The cable industry's ad campaigns are designed to communicate to a large audience via television and radio. It uses _____ communication.

mass

Refer to Methodist Church. The ad campaign will use ____ communication

mass

W.W. Grainger, Inc. is one of the world's largest business-to-business distributors of equipment, component parts, and supplies in the United States and Canada. It has ownership title to over 220,000 products, which are stocked in one national and nine regional warehouses to guarantee product availability and quick service to the many manufacturers who are its customers. W.W. Grainger is an example of a(n):

merchant wholesaler

Which of the following is a main area of concern for service distribution?

minimizing wait time.

You are responsible for physical distribution of your company's service and should focus on:

minimizing wait times, managing service capacity, improving service delivery, and establishing channel-wide network coherence.

Refer to Methodist Church. A news article about the Methodist Church that appeared in the Rome News-Tribune was an example of which promotional mix element? a. Advertising b. Sales promotion c. Pull strategy d. Public relations e. Personal selling

Public Relations

______ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.

Reminder

What is the most effective promotional mix to use with products that are convenience goods and purchased routinely?

Sales promotion and advertising

Hill's Pet Nutrition products are distributed mainly through specialty pet food stores and veterinarians rather than mass retailers like Target or Kmart. Only a few dealers are chosen in any single geographic area. This is an example of _____ distribution.

Selective

Polo brand apparel is only available in fine department stores or from Polo retail stores. Which distribution strategy has Polo adopted?

Selective

Refer to R. H. Kurt & Son. Given the nature of the products carried by Kurt, what level of distribution intensity would be most appropriate? a. Extensive b. Intensive c. Reflexive d. Unitary e. Selective

Selective

Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with watching where the police car went that she totally missed seeing the mall's billboard. In terms of the communication process, the police car acted as:

noise

Canesta Company has developed a virtual keyboard out of light to be used with cell phones and PDAs. The product beams an image of a keyboard on a desk, allowing the user to type on the image. The words are picked up by the user's digital device. When introduced to the market, the device will sell for less than $50. What level of distribution intensity should the company use? a. Exclusive b. Controlled c. Extensive d. Reciprocal e. Selective

Selective.

_________distribution is achieved by screening dealers to eliminate all but a few in any single geographic area. Shopping goods and some specialty products that consumers are willing to search for are sold this way.

Selective.

For its new Jeep Compass, DaimlerChrysler has launched a new campaign targeting young, hip consumers. To reach its target, DaimlerChrysler's advertising agency is using music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers. The ad agency is acting as the _____ of the message. a. decoder b. sender c. encoder d. receiver e. channeler

Sender

The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine. Because it was the originator of the communication process, Meridian acted as a:

Sender

Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix ?

Size of the company

Which of the following manufacturers most likely uses intensive distribution?

Snickers candy bars

When Delphi-Grundig, a manufacturer of state-of-the-art car radios, decided to expand its marketing efforts into countries in which its products are not currently available, it did not have the time or resources to spend on developing new channels of distribution. Delphi-Grundig should consider a(n):

Strategic channel alliance.

Refer to Methodist Church. The church is hoping to see an increase of 3 percent in visitors to Methodist churches as a result of this ad. In terms of the communication process, this is the desired: a. noise b. encoding c. reception d. channel e. feedback

feedback

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

feedback

It seems counterintuitive, but Jon Jordan, CEO of Southern Audio Services (SAS) in Baton Rouge, wants to curb the number of dealers who are selling his car speakers. Jordan understands that he can't handpick all his vendors, but he never expected the rise in unauthorized dealers that came with the e-commerce boom. When Jordan decided to look for the SAS name on eBay, he came up thousands of sellers. These eBay sellers are engaging in:

gray marketing

Publicity

has many internal costs to the company associated with it.

When a product is in the growth stage of its product life cycle:

heavy advertising is used to build brand loyalty.

Channel conflict that occurs among channel members on the same level is known as:

horizontal conflict

Goodyear tire dealers were hurt financially when Goodyear made the decision to distribute its tires through retailers such as Sears and Walmart in addition to the exclusive dealerships it had established. The conflict that occurred at the retail level is an example of:

horizontal conflict

Retailers and merchant wholesalers are examples of intermediaries that:

take title to a product.

The major characteristic that is used to differentiate among types of intermediaries is whether they:

take title to the products they sell

A(n) ____ discrepancy is created when a product is produced but a consumer is not ready to purchase it.

temporal

Lawn Boy manufactures 13 models of walk-behind lawn mowers and 6 types of riding mowers. even though lawn mowers is a product category that does not sell year-round, sales remain steady all year because Lawn Boy sells to wholesale distributors that stock the product. Its wholesale distributors are helping to overcome a(n) ______ discrepancy.

temporal

Vicobello is a major manufacturer of outdoor fountains that are currently popular in gardens. Even though fountains represent a product category that does not sell year round due to inclement weather, Vicobello's sales remain steady all year because it sells to wholesale distributors that stock the product. Its wholesale distributors are primarily helping to overcome a(n) _____ discrepancy.

temporal

Persuasion normally becomes the primary promotion goal when:

the product enters the growth stage of the product life cycle.

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products

to achieve a certain minimum level of exposure to measurable affect purchase habits.

refer to R. H. Kurt & Son . When Kurt solicits an order from a sporting goods store, it engages in a ______ function.

transactional.

Gucci, a very expensive brand of clothing and accessories, show beautiful women wearing its products in magazine ads. What kind of an advertising appeal is this?

Vanity and egotism

Channel conflict that occurs between different levels in a marketing channels is referred to as:

Vertical conflict.

Each year, Atlanta hosts the Peachtree Road Race, a running event that attracts many world-caliber racers. This year, race officials also that soldiers from Georgia Would not have to miss the annual event. The winners of the Mideast race as well as scenes of the actual race were televised. In terms of a promotional mix, this Iraqi Peachtree Race was as example of ?

a public relations strategy.

Selfridges is the second-largest department store in Great Britain. It works with House of Frasier, one of its competitors, to reduce operating costs by sharing channels of distribution to ship goods from 1,500 plus suppliers. Selfridges and House of Frasier are engaged in:

a strategic channel alliance.

With respect to the sorting logistical function, _________ is the combining of similar stocks into a larger homogeneous supply.

accumulating

Arkadium creates games adults and kids can play on the Internet. While people play these games, advertising creatively appears in or around the game. Their clients include General Motors, NBC, Warner Bros., and more. Arkadium is creating _____ to reach target markets for its clients.

advergaming

Kraft's marketing efforts for its Macaroni & Cheese include paid television commercials and magazine inserts. These are examples of activities associated with:

advertising.

_____ are intermediaries who facilitate the sales of a product from producer to end user by representing retailers, wholesaler, or manufacturers, and providing little input as to the terms of the sale.

agents and brokers.

Refer to R. H. Kurt & Son. If Kurt wishes to make sure its gunsmith service is profitable, it must consider:

all of these options.

A channel in communication is:

any communication medium

Nontraditional channel arrangements:

can give a producer serving a niche market a way to gain market access without having to establish channel intermediaries

Refer to Cable TV. Television represents the _____ in the communication process used by the cable industry to transmit its message. a. feedback loop b. channel c. encoder d. receiver e. communicator

channel

Johns Manville is the only manufacturer to offer a complete line of formaldehyde-free fiberglass building insulation, which offers superior energy efficiency in hard-to-reach cathedral ceilings and flat roof cavities; plus it is an excellent sound control for interior floors. As the only manufacturer and patent holder of this revolutionary insulation, Johns Manville has great power over it dealers. It is an example of a:

channel caption

A situation that occurs when one marketing channel member intentionally affect another member's behavior is called:

channel control.

____ is the joint effort of all channel members to create a channel that serves customers and creates a competitive advantage.

channel partnering.

the capacity of particular marketing channel member to control or influence the behavior of other channel member is known as:

channel power.

The marketing campaign for Alpo dog food uses posters in veterinarians' offices, radio and television ads, and a Web site to promote benefits of the dog food. In terms of the communication process, Alpo uses several different:

channels

Refer Amtrak. Amtrak's campaign stresses that the Metroliner is more comfortable and more likely to be on time and run in inclement weather. The promotional campaign focuses on Amtrak's :

competitive advantage.

Refer to RugRatReaders. In all of Martin's ads, he will emphasize the book's indestructibility. This represents the product's:

competitive advantage.

Marketing channels make distribution simpler by reducing the number of transactions required to get products from manufacturers to consumers. This is called:

contact efficiency

A worker who categorizes eggs into Grade AA, Grade A, and Grade B categories is engaging in the _____ process.

sorting-out

The difference between the location of a producer and the location of widely scattered markets represents a (n) _______ discrepancy.

spatial.

Marketing channels can achieve economies of scale through:

specialization and division of labor.

The goal of persuasive promotion is:

stimulate a purchase or an action

Which of the following enables a company to use another manufacturer's already established channel?

strategic channel alliances.

In terms of the AIDA concept, sales promotion is most effective at creating:

strong desire and purchase intent

_____ is communication by marketers that informs,, persuades, and reminds potential buyers of a product in order to influence and opinion or elicit a response.

Promotion.

The three basic functions channel intermediaries :

Transactional, logistical, and facilitating.

A channel leader is also called a(n):

Channel captain.

_____ is anything that interferes with, distorts, or slow down the transmission of information.

Noise

Which of the following businesses is most likely to have a problem with distribution because production and consumption of the product occurs simultaneously?

A hair salon.

Protons are new, poppable snacks made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Which elements of the promotional mix would be most useful in attracting attention to this new snack food? a. Public relations and sales promotion b. Advertising and direct marketing c. Direct marketing and personal selling d. Public relations and direct marketing e. Advertising and public relations

Advertising and public relations.

Refer to RugRatReaders. Martin's choice of radio as his promotional tool is based on the fact that it is one way mass communication vehicle. Radio is most commonly used with which promotional mix element?

Advertising.

Frigo Design has developed easy-to-install panel sets to update any refrigerator, dishwasher, or compactor made since 1942. As Frigo Design plans its promotion for its new chalkboard panels, which of the following factors will be likely to affect its promotional mix? a. Its chalkboard panels are a new product. b. Its chalkboard panels are targeted to families with school-age children. c. Its chalkboard panels are easy to install. d. Its panels fit any refrigerator, dishwasher, or compactor made since 1942. e. All of these factors will affect Frigo's promotional mix.

All of these factors will affect Frigo's promotional mix

This summer, college student Pat is planning on selling kites at Panama City Beach. He has found some suppliers and has preordered all of the kites he thinks he can sell this summer. What type of a distribution channel relationship does Pat have with his suppliers?

Arm's-length

Which of the following types of distribution channel relationship is considered to be temporary?

Arm's-length

Refer to RugRatReaders. According to the AIDA model, the first step Martin must achieve with his target market is: a. Attention b. Interest c. Liking d. Desire e. Action

Attention

Which of the following is most likely to use a retailer channel of distribution?

Car dealer

_____ is the conversion of the sender's ideas and thoughts into a message.

Encoding

Nike has collaborated with a small number of specific stores in which they release their line of SB Skateboarding shoes. One of those stores is Goods, located in downtown Seattle. This is an example of ____ distribution?

Exclusive

Which level of distribution intensity is the most restrictive and entails establishing only one or a few dealers within a given geographic area?

Exclusive

Refer to Redbox. Production studios are potentially producing _____ among its existing distributors by allowing Redbox to rent their DVDs for $1.00. a. vertical conflict b. cognitive dissonance c. supply management divergence d. horizontal conflict e. disintermediation

Horizontal conflict

Which of the following is one of the basic tasks typically performed by promotion?

Persuading

All of the following are typical channel members in marketing channels for consumer products EXCEPT:

Industrial distributors.

Refer to RugRatReaders. The promotional campaign Martin is utilizing is designed to accomplish which basic promotional task? a. Rewarding b. Persuading c. Informing d. Influencing e. Reminding

Informing

_______ distribution channel relationship are situations where one company, or several companies acting as one, performs all channel functions.

Integrated.

Chewing gum and soft drinks are sold in grocery stores, service stations, convenience stores, drugstores, discount stores, and motel vending machines. This is a an example of a(n) _____ distribution strategy.

Intensive

Refer to Redbox. Video stores that distribute DVDs usually also sell popcorn, candy, soft drinks, and entertainment publications. Basically, they overcome discrepancies of quantity and assortment by combining products into collections or assortment that consumers want available in one place. Which channel function does this describe? a. Logistical functions b. Transactional functions c. Facilitating functions d. Purchasing functions e. Secondary functions

Logistical functions

_______descrbies the process of strategically managing the efficient flow and storage of raw materials, in process inventory, and finished goods from point of orgin to point of consumption.

Logistics.

Refer to Redbox. Warner Bros., Blockbuster, Redbox, Walmart, and third-party DVD distributors are part of a: a. distribution cooperative b. marketing mix c. transportation channel d. marketing channel e. logistics system

Marketing Channel

In which medium do advertisers spend the most?

Television

Which of the following outlines a sequential four-step process for achieving promotional goals?

The AIDA concept

Which of the following statements about the characteristics of the elements in the promotional mix is true?

The fastest feedback occurs with personal selling.

Refer to Redbox. Redbox offers DVDs from several production studios, such as Disney, Sony, and Paramount. Consumers can rent from Redbox instead of obtaining the DVD from the various production studios if they want a children's movie from Disney and an action movie from Paramount. Thus, one kiosk provides _____ for both consumers and the production studios. a. contact efficiency b. integration c. synergy d. distribution efficiency e. distribution intensity

contact efficiency

Refer to R.H.Kurt & Son. When Kurt combines products from 41 different manufacturers into collection retail buyers want available at one place, it is engaging in:

creating an assortment.

When Vincent saw Mike's new Iron Horse Yakuza Aniki mountain bike, Vincent immediately knew he wanted to own one just like it someday. According to the AIDA concept, Vincent entered the _____ stage.

desire

The only way that Jim Keeler in New Mexico can get a box of Carolyn Popwells Festive Holiday Truffles from Washington is to order it through the mail. Popwell, who makes the candy by hand, uses a(n)___ exclusively

direct channel

Vutek manufactures printing machines used to print high-resolution graphics for billboards, bus cards, banners, and posters. For distribution, you would expect Vutek to use a:

direct channel

interpersonal communication is

direct, face-to-face communication between two or more people

McKesson Wholesalers provides healthcare products to pharmacies. It purchases bandages, gauze, antibacterial cream, and ointments from a variety of different manufacturers and resells them to pharmacies so that many of the items a customer might need for a cut will be available in the store. McKesson is aiding consumers by overcoming a:

discrepancy of assortment

Scholastic Press published millions of copies of Mockingjay, the final installment in Suzanne Collin's popular Hunger Games trilogy of books. However, each reader wants to purchase just one copy. The difference between the number of books Scholastic Press published and the number a consumer wants to buy is referred to as a:

discrepancy of quantity

Refer to R. H. Kurt & Son. Customers at retail stores only want one rifle or one scope. They do not want to buy in the quantities the manufacturers need to sell. This _____ is overcome by the marketing channels. a. discrepancy of quantity b. spatial discrepancy c. discrepancy of assortment d. discrepancy of facilitation e. discrepancy of possession

discrepancy of quantity.

Agent and brokers:

do not take title to merchandise.

The AIDA concept:

does not explain how all promotions influence purchase decisions

Refer to Methodist Church. According to the AIDA concept, the ads must fist:

draw attention to the Methodist Church.

Horizontal channel conflict occurs most often when manufacturers practice:

dual or multiple distribution.

Caterpillar, the manufacturer of tractors and other earthmoving equipment, has an extremely high market share, which means customers seek the dealers out regardless of where they are. There are approximately 50 Caterpillar dealers in the United States--one in each state. From this information, you can surmise that Caterpillar uses _____ distribution.

exclusive

Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites. A Bag Media representative made a presentation to several Internet entrepreneurs who are interested in getting traffic to their sites. When one of the entrepreneurs ordered its Web address printed on 25,000 bags, it was an example of: a. feedback b. decoding c. noise d. indirect transmission e. nonverbal communication

feedback

Refer to Cable TV. Keisha is watching television and sees an ad for DBS. Two ads later, she sees the new television ad for her local cable system. When questioned an hour later about advertising she has seen most recently, Keisha remembers a "cable" ad but cannot recall the details. Keisha's inability to recall the ad is most likely caused by _____ in the communication process. a. feedback b. the use of a channel c. a shared frame of reference d. cognitive dissonance e. noise

noise

For products like audio cassette tapes (which are in the decline stage of the product life cycle):

none of these is true

The major weakness to Arm's-length relationship is:

opportunistic behavior on the part of one of the parties.

Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buyer decisions?

personal selling

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

personal selling and persuasive advertising

The American Plastic Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will explain how plastics protect families from foods spoilage and contamination. The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance. By trying to change customers' perception of plastic packaging, the council is using ____ promotion.

persuasive

Transactional channel functions include all of the following EXCEPT:

physical distribution and sorting

Refer to LeBlanc's Pecan Company. The new campaign for the store is designed to stimulate demand for the LeBlanc's new store, given that the store is in the introductory stage of the product life cycle. The campaign would be considered:

pioneering.

All of the following are sorting activities EXCEPT:

possession

Distribution channels aid in overcoming barriers to exchange that are created in the production process by overcoming all of the following types of discrepancies EXCEPT:

possession

Canesta Company has developed a virtual keyboard out of light to be used with cell phones and PDAs. The product beams an image of a keyboard on a desk, allowing the user to type on the image. The words are picked up by the user's digital device. When introduced to the market, the device will sell for less than $50. If, in choosing its channel, Canesta is most concerned about it s lack of financial, managerial, and marketing resources to support the product's introduction, then its choice of channels will largely be influenced by:

producer factors.

In 2008, the NBC television network used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about its new show My Own Worst Enemy. The television network's _____ described its plan on how to use these tools most effectively.

promotional strategy

Refer to Amtrak. The plan to optimally utilize television, radio, print, and out-of-home vehicles to target business travelers is called a: a. promotional strategy b. marketing mix c. promotion goal d. selling plan e. publicity plan

promotional strategy

Public information about a company, good, or service appearing in the mass media as a news item is called:

publicity

The Steel Recycling Institute is an industry association that promotes and sustains the recycling of all steel products. An article in BusinessWeek magazine about how the institute plans to stimulate consumer demand would be an example of: a. direct selling b. news marketing c. publicity d. event marketing e. direct marketing

publicity

A manufacturer using _____ promotional strategy focuses its promotional effort on the consumber

pull

Shannon Murphey wanted to increase sales at his Tyler, Texas, jewelry store, Murphey the Jeweler. After analyzing his sales figures, he decided to give away $50 gift certificates for local businesses to give to their employees. "Many people used the gift certificates as credit toward more expensive items," explains Murphey. Murphey used a(n) _____ strategy.

pull

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell particular merchandise is known as a _____ strategy.

push

For its new Jeep Compass, DaimlerChrysler came out with a new campaign targeting young, hip consumers. To reach its target, DaimlerChrysler used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. These communications were directed at the _____, the persons who would decode the message.

receivers

A target store is an example of an:

retailer

A $1-off coupon for Carnation Instant Breakfast powder is a form of :

sales promotion

Refer to Amtrak. Amtrak originated the new campaign. Amtrak represents the _____ in the communication process. a. promotional impetus b. decoder c. sender d. channeler e. receiver

sender