Business 101 Chapter 13

What is the definition of direct-response retailing?

A form of nonstore retailing in which firms directly interact with customers to inform them of products and to receive sales orders

Which of the following is the BEST description of a supermarket?

A large product-line retailer offering a variety of food and food-related items in specialized departments

Which of the following BEST describes a bargain retailer?

A retailer that carries a wide range of products, and sells them for low prices

Which of the following BEST describes the role of a broker?

A salesperson that matches buyers to sellers and receives a commission for the service

Which of the following BEST describes a pull strategy?

A type of marketing strategy that encourages the consumer to ask the retailer for a product

Which of the following describes paid, nonpersonal communication designed to inform an audience about a product?

Advertising

Which of the following is the BEST definition of an intermediary?

An individual or firm that helps to distribute a product

Which of the following is an example of a sales promotion?

Coupons or free samples

Which of the following is BEST described as a personal selling task in which salespeople try to persuade buyers to purchase products by providing information about their benefits?

Creative selling

Which of the following is an Internet distribution channel member that assists in delivering products to customers or that collects information about various sellers to be presented to consumers?

E-intermediary

What type of wholesaler will provide services such as credit, marketing advice, and merchandising arrangements?

Full-service merchant wholesalers

Which of the following BEST describes the promotional mix?

How marketers decide to make the public aware of a product, based on the needs of the target audience

When marketers want to reach as many channel members as possible, what type of market coverage strategy should they pursue?

Intensive distribution

Which of the following is BEST described as an individual or firm that helps to distribute a product?

Intermediary

What are e-intermediaries?

Internet distribution channel members that assists in delivering products to customers or that collects information about various sellers to be presented to consumers, or they help deliver online products to buyers

A manufacturer wants a wholesaler to store products and allow customers to pick up orders directly from the wholesaler. What type of wholesaler should be used?

Limited-function merchant wholesaler

___________________ buy products from manufacturers and sell them to other businesses.

Merchant wholesalers

Which of the following BEST describes the concept of advertising?

Paid, nonpersonal communication by a sponsor to inform an audience about a product

Which of the following BEST describes creative selling?

Personal selling task in which salespeople try to persuade buyers to purchase products by providing information about their benefits

If a car dealership receives pricing incentives on a specific type of vehicle, in the hopes of generating sales for that line, what type of marketing strategy is being used by the automotive manufacturer?

Push

What type of distribution method requires the seller understand the products of a very few producers and explain those products to customers?

Sales agents

Which of the following is the distribution strategy by which a company uses a limited number of wholesalers or retailers in an area who provide sales effort, display, and promotion for the products?

Selective

Which of the following BEST describes syndicated selling?

Sellers who provide commissions to websites for referring customers to them

What type of agent or broker uses online tools to help consumers by gathering information from a variety of sources and then provides accurate comparisons of products, allowing the consumer to choose the best option and complete the transaction immediately?

Shopping agent

Which of the following BEST describes a merchant wholesaler?

Someone who buys products from manufacturers and sells them to other businesses

Expedia.com compares prices from several rental car companies, allowing customers to determine the best choice for them. Once the decision is made by the consumer, expedia.com will redirect the customer to the supplier's website to complete the transaction. What type of selling does expedia.com use?

Syndicated

Which of the following BEST describes media mix?

The combination of advertising methods to help get the seller's message to the audience

Which of the following BEST describes the role of a channel captain?

The member of the marketing chain that sets price and availability in addition to the distribution process

What is the BEST description of product positioning?

The process of establishing an easily identifiable product image in the minds of consumers by fixing, adapting, and communicating the nature of the product

What is the BEST description of a direct distribution channel?

The producer sells the goods directly to the consumer.

Which of the following is the role of warehousing in the distribution process?

The storage of products before delivery for use for retailers or manufacturers

Which of the following BEST describes the role of a merchant wholesaler?

They buy products from manufacturers and sell them only to other businesses.

What is the purpose of physical distribution?

To make a product available to a customer wherever and whenever the customer wants it, while keeping costs low and customer satisfaction high

Which of the following BEST describes the role of a full service merchant broker?

To provide services such as credit, marketing advice, and merchandising arrangements

Which of the following BEST describes the functions of a limited-function merchant wholesaler?

To store products and allow customers to pick up orders directly from the wholesaler

What is the role of a sales agent during the distribution process?

To understand the products of a very few producers and explain those products to customers

What type of sales promotion can be used to demonstrate products to customers who are ready to buy?

Trade show

Which of the following BEST describes a push strategy?

Using the wholesaler and retailer to persuade the customer to purchase the product, often through the use of promotion

Some businesses sell only to other businesses. Who helps facilitate this transaction?

Wholesalers

Search engines such as Yahoo! serve as ___________- , collections of virtual storefronts representing diverse products and offering speed, convenience, 24-hour access, and efficient searching.

cybermalls

Marketers who sell products for personal or household use engage in ____________

retail selling

When a new product becomes available at a retailer, coupons or free samples might be offered as a way to generate desire for the product. These methods of consumer awareness are called

sales promotions

How marketers decide to make the public aware of a product is done through ________________, which should always center on the needs of the target audience.

the promotional mix