Test 4

Which of the following is an example of horizontal channel conflict?

A Ford dealer complaining that another Ford dealer is advertising in its territory

​________ differ from merchant wholesalers in that they do not take possession of the goods and perform only a limited set of functions.

Brokers and agents

Online music download services such as iTunes and Amazon Music have pretty much put traditional​ music-store retailers out of business. This is an example of the concept of​ ________.

Disintermediation

Nonpersonal communication channels include

Major media, atmospheres, and events

Which of the following statements about retailer marketing decisions is correct?

Many retailers identify three critical factors for retail success: location, location, location.

______ are the largest single group of wholesalers, accounting for roughly 50% of all wholesaling.

Merchant wholesalers

The first stage of the buyer decision​ process, ________, can be triggered by either internal or external stimuli.

Need recognition

________ carry narrow product lines with deep assortments within those lines.

Specialty stores

​Full-service retailers can be described in several ways. Which of the following accurately describes a​ full-service retailer?

They have higher operating costs

Bass Pro Shop... This is an example of a growing marketing trend known as ________.

experiential retailing

Producers of _______ typically use intensive distribution for their products.

Convenience goods

Variety-seeking behavior would result from which of the following​ conditions?

Low involvement and significant differences between brands

Which of the following statements is true regarding advertising in the new marketing communications model?

Advertisers are shifting towards digital media

A company wants to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company​ use?

Advertising

_____ is the promotion mix tool that consists of any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Advertising

Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this represent?

An administered VMS

What is the first step in marketing channel design?

Analyzing consumer needs

One framework for designing an effective message is the AIDA model. In the AIDA model, ______

Attention leads to interest, which hopefully leads to desire and then action

Which classification is a store that sells only lights and light bulbs but in every size and​ shape, and that are sourced from scores of​ manufacturers?

Category killer

Using a push​ strategy, a firm directs its promotional efforts towards​ ________.

Channel members

A ______ contains between 15 and 50 retail stores. It normally contains a branch of a department store or variety store, a supermarket, specialty stores, professional offices, and sometimes a bank.

Community shopping center

When consumers engage in​ ________ buying​ behavior, they go through a learning​ process, so it is most important that marketers understand information gathering and evaluation behavior.

Complex

Although channel members depend on one​ another, they often act alone in their own​ short-run best interests and might disagree on their respective roles and rewards. Such disagreements over​ goals, roles, and rewards generate​ ________.

Conflict

One reason there is a need for integrated marketing communications is that _____.

Conusmers don't distinguish between content sources the way marketers do

Sherwin-Williams sells its paint and other branded products exclusively through company-owned retail stores. Sherwin-Williamshas established a(n) _________.

Corporate VMS

The public relations function of​ ________ is used to work with donors or members of nonprofit organizations to gain financial or volunteer support

Development

Many advertisers are now introducing video ad campaigns that stretch across multiple viewing platforms, such as traditional television and digital, mobile, and social media, a concept known as ______.

Digital video ad convergence

Specific promotional tools used in _______ include direct mail, catalogs, online and social media, mobile marketing, and more.

Direct and digital marketing

In a content of a message, marketers often use _____ appeals such as joy, love, humor, fear, and guilt.

Emotional

Retailers such as​ Walmart, Costco,​ ALDI, and Family Dollar are known for maintaining low prices and rarely offering sales or other​ discounts, a practice known as​ ________.

Everyday low pricing

Many producers of luxury items purposefully limit the number of intermediaries handling their products in order to enhance perceptions of the premium quality of their goods, a practice known as ___________.

Exclusive distribution

High-end department stores, such as Nordstrom and Neiman Marcus, which offer buyers more specialty products and actively seek to assist customers in every phase of the shopping process, are often referred to as ______.

Full-servie retailers

By practicing ______, today's retailers are increasingly adopting environmentally sustainable practices.

Green retailing

By practicing​ ________, today's retailers are increasingly adopting environmentally sustainable practices.

Green retailing

For the purchase of products like table​ salt, which often occur under conditions of​ low-consumer involvement and little significant brand​ difference, consumers typically engage in​ ________ buying behaviors.

Habitual

The first step in developing an effective marketing communications program is to ______.

Identify target audience

The ______ concept implies that companies should carefully integrate their communications channels to deliver a clear, consistent, and compelling message about their organizations and brands.

Integrated marketing communications

Producers of convenience products, such as bar soap and candy, typically seek to employ ______ distribution strategies.

Intensive

A discount store​ (for example,​ Target, Kohl's, or​ Walmart) sells standard merchandise at lower prices. To do​ this, discount stores accept which of the following two​ conditions?

Lower margins and selling higher volume

When a single firm sets up two or more marketing channels to reach one or more customer segments, it is a(n) _____.

Multichannel distribution system

Due to unplanned ______ during the communications process, a receiver may end up getting a different message than the one the sender sent.

Noise

Under the ________ budgeting method, the company sets its promotion budget based on what it wants to accomplish with promotion

Objective-and-task method

Which of the following statements about major retail trends is​ true?

Online buying is growing at a much brisker pace than retail buying as a whole.

Which element of the promotional mix is most effective in building up​ buyers' preferences,​ convictions, and​ actions?

Personal selling

______ is the most effective tool at certain stages of the buying process, particularly in building p buyers' preferences, convictions, and actions

Personal selling

A Brazilian sandal maker Havaianas is known for opening temporary stores, or _______, at beaches, festivals, and other summer hot spots around the world.

Pop-up shops

The retail marketing mix consists of which of the following?

Product and service assortment, retail prices, promotion, and place

Retailers must decide on which three major product variables?

Product assortment, services mix, and store atmosphere

A company's _____ consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships.

Promotions mix

Building and maintaining national or local community relationships is part of the​ ________ function of public relations.

Public affairs

The public relations function of​ ________ is used to build and maintain national or local community relationships.

Public affairs

Specific promotional tools used in _______ include press releases, sponsorships, events, and Web pages

Public relations

________ consists of activities designed to engage and build good relations with the​ company's various publics.

Public relations

________ refers to all the​ mass-promotion activities designed to engage and build good relations with the​ company's various publics.

Public relations

Increasingly, different types of retailers now sell the same products at the same prices to the same consumers. This trend is called_____

Retail convergence

_____ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service

Sales promotion

_____, an element of the firm's promotional mix, includes tactics as discounts, coupons, displays, samples, and demonstrations.

Sales promotion

What determines whether a buyer is satisfied or dissatisfied with a​ purchase?

Satisfaction is determined by the relationship between the consumers expectations and the products perceived performance

In the buyer decision​ process, after a consumer has recognized a​ need, he or she will​ ________.

Search for information

By performing the channel function of ______, wholesalers' sales forces help manufacturers reach many small customers at a low cost.

Selling and promoting

______ involves focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale.

Shopper marketing

With increased availability of smartphones and mobile computing, many shoppers now check out merchandise at physical stores but then buy products online using a computer or mobile device, sometimes even while they are in the store. This practice is widely known as _______.

Showrooming

When setting channel objectives, companies should state the objectives in terms of ______.

Targeting levels of customer service

Retailers are classified by several characteristics. Which one of the following includes methods for classifying​ retailers?

The amount of service they offer, relative prices, and the breadth and depth of product lines

Which of the following statements regarding the changing communications landscape is correct?

The dominance of television, magazines, newspapers, and other traditional mass media is declining

Which of the following statements about public relations is​ correct?

The lines between advertising and public relations are becoming more and more blurred

Which method for setting the total budget for advertising is the most difficult to​ use?

The objective-and-task method

When the company has defined its channel objectives, it should next identify its major channel alternatives in terms of the types of intermediaries, the number of intermediaries, and ______.

The responsibilities of channel members

A retail trend resulting from weak economic conditions is _______.

Tighter consumer spending

What is the goal of integrated marketing communications?

To deliver a clear, consistent, and compelling company and brand messages

Retail stores like​ Costco, Sam's​ Club, and​ BJ's, are examples of the​ ________ retailer category.

Warehouse Club

Which wholesaler channel function helps reduce inventory holding costs and the risks of suppliers and customers?

Warehousing

________ buy mostly from producers and sell mostly to​ retailers, industrial​ consumers, and other wholesalers.

Wholesalers

Which of the following statements about wholesaling is true?

Wholesalers must make decisions regarding their marketing mix.

Advertising messages that emphasize a product's quality, economy, value, or performance are said to be using a(n) _______ appeal

rational

One type of contractual retail association is a _______, which is a group of independent retailers that bands together to set up a jointly owned, central wholesale operation and conduct joint merchandising and promotion efforts.

retailer cooperative