MKTG 350 Exam 4 Review 11/19

Which of the following is the best example of the promotional objective of combating competitive promotional efforts?

After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.

____________ is an attempt to incite publicity and public excitement surrounding a product through a creative event while ________ is a strategy to get consumers to share a marketer's message.

Buzz marketing; Viral marketing

Ralph Lauren, which produces and retails clothing in its own mono brand stores within a coordinated channel, is an example of a(n)

Corporate VMS

Fragile products that require special handling are more likely to be distributed through

shorter channels

Retailing is best characterized as

transactions in which the buyer intends to consume the product through personal, family, or household use.

Which of the following is NOT a common feature of a warehouse club?

Good customer service

_______________ advertising supports organizational images, ideas, and political issues while ___________ advertising touts the uses, features, and benefits of goods and services.

Institutional; product

Reminder advertising is most likely to be used during which of the following product life-cycle stages?

Maturity and decline stages

Vicky works for a promotional consultant who develops sweepstakes, games, coupons, and rebate plans for various marketers. Vicky is developing which of the following?

Sales Promotion Techniques

Cullen Production makes low-priced, convenience products that are widely available. It is most likely to focus its promotion efforts on

advertising

Xander is preparing the promotional plan for Wenger Swiss Gear backpacks in early May. This promotion will be executed in the month of August and will be a paid form of non personal communication. It will be communicated to a target audience through mass media. Xander is using the __________ form of promotion.

advertising

Michael's, PetSmart, and Staples are all examples of

category killers

Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ___________ consideration in effective communication.

channel capacity

A single leader who controls and organizes a marketing channel is called a

channel captain

In the Arby's advertisement that claims, "Arby's. We have the meats ... for sandwiches," Arby's is the communication

channel captain

When one company in a marketing channel has the ability to influence another member's goal achievement, the company has

channel power

Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process.

creating awareness

Kent works in the public relations department of his company. He sends a news release about a new product offering to several newspapers and television stations. Kent knows from past experience that even when the media use his news releases, they often release the information at inopportune times. They will also sometimes cut out what Kevin believes are the most important points to make the news fit. However, Kent accepts these disadvantages because free publicity offers the advantage of

credibility

Margaret asks ten of her friends over to her home to learn about exciting new beauty products. A salesperson from Beautycounter makes a presentation and takes the women's orders. This is an example of

direct selling

Personal selling is used most commonly in the B2B market as well as in the B2C market for

high-end products

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ____ advertising.

institutional

The Jay-Z Decoded video shown in class demonstrates the coordination of promotion and other marketing efforts for maximum informational and persuasive impact which is defined as

integrated marketing communications

Convenience products typically use

intensive distribution

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 center

If Samsung decides to make changes in its marketing channels, the strategic significance is that channel decisions are

long-term commitments

An advertiser that wanted to use a medium that allows for good reproduction quality, a long life to its message, demographic selectivity, and the ability to provide detailed information would likely choose

magazines

When encoding the message, the source should use symbols that have

meanings that the target market will understand

Belk Department Stores uses multiple distribution channels that integrate organizations' brick-and-mortar stores with websites, catalogs, and apps where consumers can research products, read other buyers' reviews, and make actual purchases. This is known as

multi-channel retailing

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ___________ in the communication process.

noise

Stores that buy manufacturers' seconds, overruns, returns, and off-season production runs at below wholesale prices are called

off-price retailers

A consumer jury is a

panel of potential buyers of the advertised product brought together to pretest an advertising message

A car dealership is altering how it determines its advertising appropriation. It is moving from an approach where it sets its budget based on projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. It is switching from the _____ approach to the _____ approach.

percentage of sales; objective and task

The two major types of product advertising are

pioneer and competitive

Without wholesalers and other intermediaries,

products would likely be more expensive due to the use of less efficient channel members.

If the push policy is used in promoting a product, the firm

promotes only to the next marketing institution down the marketing channel.

Communication through the use of annual reports, event sponsorships, and news stories is referred to as

public relations

Malik works for FI where his responsibilities include maintaining favorable relationships between the organization and his stakeholders. Malik is most likely employed in

public relations

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ______ media schedule is being used.

pulsing

The three general types of media schedules are

pulsing, continuous, and flighting

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ____ advertising.

reinforcement

Firehouse Subs is conducting a contest in which customers are asked to name a new sub. The winner gets a free sub each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Firehouse Sub's use of the ____ elements of the promotion mix.

sales promotion

Selective demand is demand for a

specific brand

Eric gets a shopping list from his wife. On the list are a potted plant, fresh salmon, vitamins, bread, milk, and a birthday cake. To make just one stop to save time, Eric should go to a(n)

supermarket

Wild Birds Unlimited is a chain of small stores that sell a wide variety of bird feeders, wild bird food, and related backyard wildlife enjoyment products. Wild Birds Unlimited would best be described as a(n)

superstore

TT TOYS manufactures toys. The company recently started buying paint for its toys from a Chinese firm. This Chinese company is part of TT Toys'

supply chain

Integrated marketing communications include all of the following except

supply chain management

The coordination of all the activities involved with the flow and transformation of supplies, products, and information throughout the supply chain to the ultimate consumer is called

supply chain management

The process of putting one's thoughts (meaning) into signs (symbols) is called

the coding process

The main problem with using the objective-and-task approach to setting an advertising budget is that

the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals.

When Mendelez introduces a new breakfast bar product, it offers free samples in Publix and other grocery stores. These efforts have a primary promotional objective of

to encourage product trial