UH Marketing Chapters 13-14

Which of the following statements is true regarding today's marketing communications?

Today's consumers are better informed about products and services.

the promotion mix

A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. Which of the following terms best describes this set of communications tools?

consistency

Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone.

specialty store

GameStop sells only video games and systems, offering a narrow product line with a deep assortment within that line. GameStop is a(n) ________.

corporate chains

Sears, Target, and Kroger are examples of ________.

sales promotion

Suppose Amazon.com has offered you free shipping on your next purchase of more than $35. This offer is an example of ________.

atmosphere

The lighting in Jake's Steak Restaurant is dim. The chairs are covered in leather and each table is covered with a white linen cloth. The colors are limited to earth tones with an occasional splash of red. Patrons cannot hear any kitchen noises, only a pleasant melody that seems familiar but unrecognizable. The smells are extraordinarily varied. This is a description of the restaurant's ________.

online social networks

Which of the following is a specialized and highly targeted media selection that an advertiser might use to reach smaller customer segments?

They prefer upscale stores

Which of the following is most likely true about shoppers who prefer to shop at "lifestyle centers"?

direct marketing

Which of the following is one of the five major promotion tools?

sales promotion

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

personal selling

Which of the following promotional tools is the most effective in building up buyers' preferences, convictions, and actions?

personal communication channel

Which of the following terms best describes the channels through which two or more people communicate directly with each other, including face-to-face, mail, e-mail, texting, or an Internet chat?

full-service retailer

Which type of retailer is most likely to require its employees to focus most on assisting customers as they shop?

category killer

Which type of store carries a deep assortment of a particular product line, has knowledgeable staff, and can be viewed as a giant specialty store?