BNAD 303 Exam 4 Questions

Which of the following was developed in 1927 to supply milk, eggs, and other products for customers replenishing their ice boxes?

Convenience stores

A general-merchandise retailer offers

a variety of product lines that are stocked in depth.

Rob Stevens is the head of a company that produces computer software for production scheduling. The firm is small and presently does not generate enough volume to justify hiring a sales force. The firm is probably using ____ to maintain contact with the firms using its products.

agents

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

category killers

Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and symbols to represent the concept and meaning of the new athletic wear. Ashley is most likely working on the ____ for this promotional video.

coding process

Overall channel goals and individual channel member goals cannot be achieved together without

cooperation

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

Dentists find it difficult to attract customers because many customers cannot distinguish whether or not the product offered is beneficial. This aspect of the dentist's product is called ____ quality.

credence

In general, differences between goods and services are determined by the

degree of tangibility

If a store has areas for men's apparel, women's apparel, housewares, cosmetics, and jewelry and competes mostly on the basis of service, it is most likely a(n)

department store

A commonly used computerized means of integrating order processing with production, inventory, accounting, and transportation is

electronic data interchange.

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

encourage product trial.

Honey Farms is a maker of fine chocolates. The company's latest product, Fudge-Dipped Strawberries, is the premier product in its Fudge-Dipped line. The product is very expensive and targeted to upscale consumers. Which form of distribution would Honey Farms be likely to use for its new product?

exclusive

Malcolm Lewis has come up with the idea of a system for picking up people's cars while they are at work, washing and waxing them, and returning them for a fee. Having been a big success in his home city, Malcolm plans to expand his operation into other cities. The service described here seems best suited to

franchising

The fact that the first massage Gretchen gives each day is better than the last massage demonstrates the ____ of services.

heterogeneity

To expand the number of its retail outlets in the Washington, D.C. area, Whole Foods bought out a small chain of organic food stores in northern Virginia. This type of integration is called

horizontal

Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car. She visits several places to judge their overall appearance, cleanliness, and organization and finally chooses a mechanic. Brittany was trying to overcome the ____ aspect of services.

intangibility

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

intangibility

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications.

The kinds of products being sold and the availability of public transportation are both factors that influence a retailer's decision about

location

Which retail store invests the most in atmospherics?

neiman marcus

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. These firms resell this merchandise to consumers at deep discounts, and are called

off price retailers

According to your text, one perspective from which to view services is as a ____ targeted at a(n) ____.

performance; audience

The fact the services cannot be inventoried and then sold at a later date is called

perishability

Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on

personal selling

Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is most likely to use ___, because it provides immediate feedback. The disadvantage is that it is _____ than advertising to reach one customer.

personal selling; more costly

Which of the following is the best example of a high-contact service?

plastic surgery

Consumers receive the benefits of place utility when

products are available in locations where consumers want to buy them.

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to

reduce sales fluctuations

Kate owns a refreshment-stand business at the community ballpark. She goes to a warehouse store like Sam's and purchases snacks and canned soda that she will sell at her refreshment stand. Kate is considered a(n)

retailer

When Sophie buys organic produce for her household using a channel with only one intermediary, that intermediary is classified as a

retailer

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

sales promotion

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

shorter channels

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

source.

Walmart is working with its suppliers, using tools such as electronic billing, purchase order verification, and bar code technology, to integrate data used to improve overall performance. This is an example of

supply chain management.

Services are usually provided through ____ directed at people or objects.

the application of human or mechanical efforts

Benetton, a leading manufacturer of knitwear in Italy, expanded its operations to include retail outlets in the United States and South America. This type of channel is called

vertical integration

Which of the following is a large-scale, members-only, retailer that combines cash-and-carry wholesaling with discount retailing?

warehouse club

Stephanie sets up her new interior decorating business and advertises her expertise in high-quality draperies and other window treatments. One of her first customers is extremely dissatisfied with Stephanie's work, so Stephanie redoes the job at her own expense because she knows how powerful ____ is (are) for services and wants to stay in business.

word-of-mouth communication