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The basic communication model describes how a message is transmitted from a sender to a receiver. The only way a sender can know whether the message has been received is through?

Feedback

The PULL approach to promotion...

Focuses on creating consumer demand for the product.

The PUSH approach to promotion...

Focuses on getting members of the distribution channel to support the product.

The basic communication model describes how a message is transmitted from a sender to a receiver. The receiver's _________ depends on how the message was interpreted by the receiver?

Response

_______________ is all of the activities involved in selling, renting, and providing products to ultimate consumers for personal, family or household use?

Retailing

_______________ refers to an approach to merchandising where a retailer may carry several unrelated lines of merchandise in order to meet the needs of its target market?

Scrambled merchandising

When it comes to retail, the price-value heuristic means that when you are in a store that has what you perceive to be high prices; you would expect to receive exceptional ________?

Service

Destination retailing recognizes that in addition to satisfying needs through purchasing products, for many people, shopping is? a. A way to learn about new things b. Fun c. Shopping is all of these. d. A social experience e. A need-satisfying experience

Shopping is all of these.

There are many factors that influence the evolution of retail concepts. Certainly in the past few years, ____________, especially the widespread diffusion of the Internet has had a huge impact on the retail landscape?

Technology

The AIDA model for persuasive communication suggests there are four stages you need to go through in order to persuade somebody. The LAST thing you have to do is?

Tell the person what you want them to do.

Wal-Mart started out as a low-cost, low-status retailer. The company's success was founded on a policy of eliminating cost from retailing and passing the savings along to the consumer. Recently the company has been experimenting with high-end products such as big-screen televisions and fine jewelry. This move could be expected according to ____________?

The wheel of retailing

Which theory of retail evolution proposes that retail stores become successful and upgrade their product lines (and prices) it creates an opportunity for a new, low cost retail form to enter the market?

The wheel of retailing

Which theory of retail evolution proposes that retail stores start out as low-price low-status stores and then gradually move upscale as the business grows?

The wheel of retailing

The quotation "I know that half of my advertising budget is wasted; but I don't know which half" illustrates the fundamental problem with measuring the effectiveness of promotion. The problem is?

There is a low correlation between promotion expenditures and sales performance.

Which of the following statements about the AIDA model of persuasive communication is TRUE?

This is a sequential process; all persuasive messages have to go through the four stages.

Which promotional role might be most appropriate for a product in the decline stage of the product life cycle?

This is a trick question - a company is unlikely to spend money on promotion when a product is in the decline stage.

Which of the following forms of promotion is he most influential?

word of mouth

Two recent trends in retailing, television shopping channels and online selling are examples of?

Nonstore retailing

In class, we discussed several approaches to establishing a promotions budget. Which of these approaches is the one most commonly used in business?

Percent of sales

Bruce is introducing a new kind of test grading machine. The machine is very complicated, but it can save college professors a lot of time and money once they understand how to use it. College professors dont watch a lot of television. Which promotional tool might work best in this situation?

Personal selling

Which element of the promotional mix usually compromises the largest part of the promotions budget?

Personal selling

Employees at Walt Disney Resorts wear distinctive uniforms and are trained to always be in character when they are visible by the park's guests. They put on their costumes in areas that are not visible to guests so that they will always look the part when they are on the job. This is an example of using _____________ to implement a store positioning strategy?

Personnel

In the table 17-1 in your textbook, Saturn retailers provide __________ utility for customers?

Posession

Which of the following is NOT one of the four roles for promotion discussed in class?

Positioning

Many grocery stores place frequently purchased staples such as milk or bread at the back of the store. This way, customers will have to wander through the store in order to find the milk. On the way, they may see other products that they will purchase. This is an example of using _____________ to implement a store positioning strategy?

Presentation

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

Promotion

Which element of the promotional mix usually compromises the smallest part of the promotions budget?

Public relations

Sanjeev was opening a new shrimp farm in Louisiana. Shrimp is the number one selling seafood in the United States and he felt that growing demand would allow a new business to succeed. In order to convince the buyer at Winn Dixie grocery stores to carry his product, he ran coupons in the local newspaper where Winn Dixie had stores offering customers a free 16 ounce bag of frozen shrimp. Sanjeev was using a _______ promotion strategy?

Pull

Sanjeev was opening a new shrimp farm in Louisiana. Shrimp is the number one selling seafood in the United States and he felt that growing demand would allow a new business to succeed. In order to find customers for his product, he sent samples of his 16 ounce package to the seafood buyers of the 15 largest grocery store chains. Along with the sample was an offer for 50% off the wholesale cost of shrimp for the first order. Sanjeev was using a ______ promotion strategy?

Push

Which of the following is NOT an issue in creating a retail store's image in the mind of the consumer?

Logistics

A ____________ is a retail concept where two or more stores are owned and operated by the same company?

Corporate Chain

A(n) _____ targeting strategy focuses on one specific marketing segment with one marketing mix?

concentrated

In information theory, a ________ is a method of encoding information?

Cue

Which of the following is NOT a component of the promotional mix?

Packaging

Each business will use a different combination of promotional tools. The actual tools selected will depend on? a. Where you are in the product diffusion process b. Where you are in the product life cycle c. The nature of the product d. How much money you have available for promotion e. Actually, it depends on all of these.

Actually, it depends on all of these.

Selah has taken over as brand manager for a line of chewing gum. The product is very inexpensive and people treat it as an impulse purchase. Her primary promotional objective is to remind consumers that the product exists so that they will be likely to pick it up the next time they are in the mood for gum. This product appeals to virtually everybody and they have an intensive distribution strategy. Which promotional tool might work best as the primary tool in this situation?

Advertising

Irene wanted to start a Juice drink business in San Mateo. She felt that in order to build the traffic she needed to make the store successful, she should develop an integrated marketing communications program that included outdoor advertising on billboards near to her store, coupons printed in the local shopper newspaper, radio advertisements during afternoon drive time and on weekends, television ads on the food network using her local cable operator and a couple of giant helium balloons flying over her shop fro the grand opening. Because she didn't have the $175,000 to pay for the entire campaign, she decided to buy a couple of giant helium balloons for $500 and to do the rest of the things after the shop opened and she had some cash flow coming in. This is an example of the ______________ approach to setting the promotion budget?

All you can afford

According to your instructor, when is the best time to establish a metric to measure the performance of a promotion?

At the time the promotion objective is established

Why is it important for a marketer to know the ownership structure of a retail store?

Because the ownership structure determines who you need to approach in order to sell to the store.

In class we talked about how merchandise assortments can be described in terms of breadth and depth. How would you classify Barnes and Noble bookstore - a large retailer that carries hundreds of books in several different categories as well as videos, CDs and games?

Broad and deep

Which promotional role might be most appropriate for a product in the post-purchase behavior stage of the consumer buying process?

Build Relationships

A ____________ franchise provides step by step procedures for most decisions a franchisee will face?

Business-format

The basic communication model describes how a message is transmitted from a sender to a receiver. The __________ is the medium used to transmit the encoded message to the receiver?

Channel of communication

The basic communication model describes how a message is transmitted from a sender to a receiver. In order for this to happen, the message has to be _________ by the sender and ________ by the receiver?

Encoded, decoded

According to the instructor, which of the following media is the richest information channel?

Face to face conversations

Bruce went shopping at the Hermes store in New York City. This is a very high end fashion store. When he entered the store, an associate asked him what he was looking for. She then escorted Bruce to the neckwear department and had him sit (with a cup of coffee) while she brought out a selection of neckties she thought he might like. After Bruce paid for the neckties, the store had the packages shipped to Bruce's hotel. This is an example of _____________ retailing?

Full service

The AIDA model for persuasive communication suggests there are four stages you need to go through in order to persuade somebody. The FIRST thing you have to do is?

Get the person's attention

Which of the market structures best describes the current market structure of retailing in the United States?

Highly concentrated

What is the relationship between the richness of an information channel and the ability to stimulate emotions?

In order to stimulate emotion with advertising, you need an information rich medium such as television.

A ____________ is a retail concept where, typically a smaller retailer provides highly personalized service through a single retail outlet?

Independent store

Which promotional role might be most appropriate for a product in the introductory stage of the product life cycle?

Inform

Direct mail, catalog sales and vending machines are all examples of?

Nonstore retailing

Which of the following is NOT a major barrier to the execution of integrated marketing campaigns?

It requires the development of a creative platform to coordinate marketing messages throughout the company

Frequently, a retailer will offer a discount from its retail price. This _________ may be in order to move unsold inventory or to increase traffic into the store?

Markdown

The difference between the retail price and a store's cost of goods sold (COGS) is its __________?

Markup

According to your instructor, how does the basic communication model illustrate how important writing skills are to business today?

Most commercial messages go through a written phase regardless of their eventual channel of transmission.

In class we talked about how merchandise assortments can be described in terms of breadth and depth. How would you classify a kiosk at the mall that sells Cingular cellular phones?

Narrow and shallow

What do we mean when we speak of the richness of an information channel?

The number of different information cues the cannel can carry

When I was a young man (not too long ago) Big Box retailers - very large, free-standing specialty stores were very popular. Today many of these stores such as Toys'R'us and Party Supplies Warehouse, stand empty. This could be explained according to ____________?

The retail life cycle

Which theory of retail evolution proposes that new retail concepts emerge, become popular, are widely imitated and then fade away?

The retail life cycle

Which of the following is not something you should consider while developing market segments?

Whether you have used too few variables to develop your segment.

Many retailers play holiday music in the background and scent the air with cinnamon and peppermint to help shoppers get "in the mood" when they are doing their Winter holiday shopping. This is an example of using _____ to implement a store positioning strategy?

atmospherics

Pearl went shopping for school supplies at Target. She found the pencils, paper, and binders easily. However, there was a special kind of graphing calculator that her school required and she couldn't find it on the shelf. She pressed the customer assistance button and within a minute a friendly associate was there to help her. The associate told her that they were currently out of stock on the calculator. She could wait until the next shipment arrived tomorrow or, if she wanted to go to a nearby store where the calculator was in stock, the associate would be happy to call ahead and have one reserved for Pearl. This is an example of _____ retailing?

limited service

The basic communication model describes how a message is transmitted from a sender to a receiver. Any of the several factors that could interfere with the ability of the sender to transmit the encoded message accurately are called?

noise

In class, we discussed several approaches to establishing a promotions budget. Which of these approaches is generally the best one to use?

objective task

Allen had lunch at the Automat. This is a trendy new restaurant where the customer selects ready-made sandwiches, soups, salads, desserts, and drinks from little compartments along a wall. He then places the selections on a tray, takes it to the check out section, scans each item, and pays for it with a debit card before going into the dining area to eat. There is a crew of cooks who replace the items people select from the other side of the wall. This is an example of _____ retailing?

self-service