MKting test 4

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?

Advertising

While on their family vacation, the Andersons realize they left their camera at home. They purchase a disposable camera at an amusement park using their credit card, but never interact with a person. What type of retailing did this transaction most likely involve?

Automatic vending

You are playing a marketing trivia game similar to Jeopardy. Your job is to identify the correct form of nonstore retailing that would work best for an inexpensive nail polish product. The marketer of the nail polish has specific criteria he wants to meet. You are provided with the following: 1. The product does not have high enough margins to warrant sales personnel. 2. The marketer wants the product to be sold in high-traffic areas so that consumers can pick up the nail polish out of convenience. Based on these two criteria, which of the following would be the best type of nonstore retailing for the nail polish produ

Automatic vending

What type of retailing began with Montgomery Ward in the late 1800s?

Catalog marketing

Your company is planning to launch a new line of women's athletic apparel in the next six months. In order to create some enthusiasm in the market for your new products, you are working with an outside agency on the promotional ads that will run during some popular sporting events. Which of the following should be the primary objective for these promotional ads?

Create awareness

Which retail store invests the most in atmospherics?

Neiman Marcus

Which of the following is not a public relations tool?

Product sample

Which of the following offer the narrowest range of products?

Specialty-line wholesalers

Which type of retail outlet can have up to 200,000 square feet?

Superstores

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?

The actual ads are shown in the former but not in the latter.

What type of wholesaler transports a limited line of products directly to customers for immediate inspection and selection?

Truck wholesalers

Marketers of seasonal products tend to emphasize

advertising

Compared with other types of retailers, department stores compete mainly on the basis of

customer services.

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication. a) decoding

feedback

Merchant wholesalers can be divided into two basic categories:

full-service and limited-service.

Location is important to a retailer because

location determines the trading area from which the store must draw its customers.

All of the following are examples of full-service wholesalers except

mail-order wholesalers.

The Kia Soul automobile is currently positioned as a vehicle for young adults. Kia's message to the target market is that it is exciting, youthful, and trendy. However, Max and his friends who are 20-somethings just like the music and the hamster spokescharacters. They don't care about the car itself. The message that Kia originally encoded and the meaning Max and his friends ultimately decoded

may be different because of noise.

Manufacturers' agents offer products that are both

noncompeting and complementary.

The two major types of product advertising are

pioneer and competitive

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.

A retailer is an organization that purchases products for the purpose of reselling them to

ultimate consumers.

All of the following are differences between warehouse clubs and discount stores, except

warehouse clubs carry a deeper selection of fewer product categories than discount stores

identifies changes in public opinion affecting an organization.

Environmental monitoring

dvertising supports organizational images, ideas, and political issues while ______ advertising touts the uses, features, and benefits of goods and services. a) Reminder; competitive

Institutional; product

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they

are potentially harmful.

Exterior and interior characteristics such as layout, displays, color, and lighting are all elements of a store's

atmospherics.

Before the release of the newest iPhone by Apple Inc., an Apple juice brand used an actor dressed up like an apple to hold a sign encouraging those waiting in line to try its juice. The brand thought this would be a creative event that would spark an interest in Apple iPhone fans as they stood waiting in line with little else to do. This is an example of

buzz marketing.

Calhoun Produce, a ____, takes possession of truckloads of tomatoes, arranges for storage, and transports them to auctions to be sold.

commission merchant

Logos, business cards, stationery, signs, and promotional materials that make firms immediately recognizable comprise their

corporate identity materials.

In the ______________, signs or symbols are converted by the receiver into concepts and ideas.

decoding process

When off-price retailers obtain too much in-season, high-quality merchandise, tension between them and ____ builds.

department stores

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

encourage product trial.

The last stage in the development of any advertising campaign is

evaluating the effectiveness of advertising.

If a retailer needed help with store design and training sales personnel, it would most likely use the services of a

full-service wholesaler.

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

headline

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of

identifying prospects.

Artwork, a major part of most advertisements, consists of th

illustration and the layout.

The use of multiple distribution channels that complement organizations' brick-and-mortar stores with websites, catalogs, and apps where consumers can research products, read other buyers' reviews, and make actual purchases is known as

multichannel retailing.

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing ____ for the campaign.

objectives

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a

press conference.

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate

primary demand.

With respect to inventory, wholesalers can help retailers with all of the following except

production.

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

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

When a salesperson varies the physical distance between himself and a customer he is using

proxemic communication.

A shopping center containing a Macy's, a Sears, and a JCPenney as well as dozens of specialty shops, restaurants, and entertainment is most likely a

regional shopping center.

Use the following to answer the questions. The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods, however, and have asked for your advice. Refer to Scenario 15.2. If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year, this would be an example of

sales promotion.

The identification of an advertisement's sponsor is the

signature.

Amelia presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Amelia is providing

single-source data.

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as

single-source data.

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

source.

When developing an advertising campaign, benchmarks need to be included in the

statement of advertising objectives.

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

the coding process.