chapter 12

publicity

When Nike donated $25,000 to a low-income area to provide job training, it received free and positive _____ in the news media.

Advertising

_____ is any paid form of nonpersonal presentation by an identified sponsor.

promotion

_____ is the act of informing, persuading, and reminding the target market about a product.

Distribution

_____ is the efficient management of the acquisition of raw materials to the factory and the movement of products from the producer to industrial users and consumers.

cost per thousand

CPM in advertising terms means

Distribution channels reduce the number of transactions needed to get the product from the manufacturer to the consumer

How do distribution channels improve product distribution?

product placement RATIONALE: Product placement is paid inclusion of brands in mass media programming.

In August 2006, the manufacturer of Cross pens introduced the golden toned Verve pen as featured in the Stormbreaker film. In James Bond fashion, the Cross pen serves as one of the key gadgets in the film. The use of the Cross pen is an example of:

personal selling

In the newspaper comics, Cathy is often seen talking to a department store clerk who is trying to persuade her that she needs to buy a new wardrobe. The clerk is engaged in:

merchant wholesalers

Independent wholesalers that buy goods from manufacturers on their own account and then resell them to other businesses are:

do all of the above

Manufacturers' representatives usually:

Wholesalers

_____ are distribution channel members that buy finished products from manufacturers and sell them to retailers.

Distribution

Which of the following is NOT an element of the promotional mix?

delivering the product

Which of the following is NOT an example of a promotional goal?

off-price retailer

A(n) _____ is a retail store that sells at prices 25 percent or more below traditional department store prices in spartan environments.

industrial distributor

A(n) _____ is an independent wholesaler who buys related product lines from many manufacturers and sells them to industrial users.

merchant

American Pet Pro purchases pet grooming supplies from various manufacturers, sorts them, and resells them to retailers. American Pet Pro is a(n) _____ wholesaler.

Promotional Mix

The _____ is the combination of advertising, personal selling, sales promotion, and public relations used to promote a product.

production

Channels of distribution make distribution easier by performing all of the following functions EXCEPT:

Public Relations

Any communication or activity designed to win goodwill or prestige for a company or person is called:

following up on sales

What is the final step in the selling process?

media

The channels through which advertising is carried to prospective customers are advertising:

Distribution

Leon Georges works in the warehouse for a manufacturer of air-purification systems. He is responsible for the transportation of metal components, preformed plastic, etc. used to manufacture the systems as well as the efficient movement of the finished systems from the manufacturing facility to the warehouse to distribution trucks. Georges is involved in:

do all of the above

Public relations departments:

industrial and consumer

The two types of distribution channels are:

distribution

Victorinox is the name of the company that manufacturers Swiss army knives. The _____ channel the company utilizes to get its knives to market is to wholesalers, than to retailers, and finally to consumers.

whether it takes title to the product

What is the primary difference between a merchant wholesaler and an agent?

get customers to try the new product

When Canada Dry first introduced Wink soda in the 1960s, it used the slogan, "Join the cola dropouts." The purpose of this advertising campaign was most likely to:

manufacturers' representative

Which of the following is NOT a type of retailer?

home shopping network

Which of the following is an example of nonstore retailing?

Personal selling costs can be adjusted by controlling the size of the sales force.

Which of the following statements describes an advantage that personal selling has over other forms of promotion?