Chapter 13

supermarket

A supermarket is a large self-service store that sells primarily food and household products. It stocks canned, fresh, frozen, and processed foods, paper products, and cleaning supplies. Supermarkets also may sell such items as housewares, toiletries, toys and games, drugs, stationery, books and magazines, plants and flowers, and a few clothing items. Supermarkets like Kroger, Publix, and H-E-B are large-scale operations that emphasize low prices and one-stop shopping for household needs.

order getter

An order getter is responsible for what is sometimes called creative selling—selling a firm's products to new customers and increasing sales to current customers.

category management

In category management, which is a common practice for mass merchandisers, supermarkets, and convenience stores, the retailer asks the supplier in a particular category how to stock the shelves.

persuasive impact

Integrated marketing communications is the coordination of promotion efforts to ensure maximum informational and persuasive impact on customers. A major goal of integrated marketing communications is to send a consistent message to customers.

personal selling

Personal selling is personal communication aimed at informing customers and persuading them to buy a firm's products. It is more expensive to reach a consumer through personal selling than through advertising, but this method provides immediate feedback and often is more persuasive than advertising.

advertising objectives

The second step in creating an advertising campaign is defining the advertising objectives. The goals should be stated precisely and in quantifiable terms

Retailers

Wholesalers help retailers by buying in large quantities and selling to retailers in smaller quantities and delivering goods to retailers.

Supply chain management is a long-term partnership among channel members working together to create a distribution system that reduces inefficiencies, costs, and redundancies, while creating a competitive advantage and satisfying customers. Which of the following is not a focus of supply chains? a. Users b. Communication companies c. Shipping companies d. Producers

a. Users

Which of the following is not normally considered a type of advertising? a. Primary-demand advertising b. Direct advertising c. Selective-demand advertising d. Institutional advertising

b. Direct advertising

Which of the following is not a current goal of integrated marketing communications? a. Coordination and management of promotions b. Mass-media advertising c. Maximize informational and persuasive impact to customers d. Send a consistent message

b. Mass-media advertising

Which of the following described a part of the promotion mix that is a paid nonpersonal message communicated to a select audience through a mass medium? a. Public relations b. Promotion c. Advertising d. Personal selling

c. Advertising

Through each stage of the distribution process, products are normally moved from one point to another. Which of the following is concerned with reducing the number of times a product is handled? a. Inventory management b. Warehousing c. Materials handling d. Order processing

c. Materials handling

Through________ , retailers ask a supplier of a particular type of product how to stock the shelves.

category management

Frank's Furniture Imports, Inc. imports children's bedroom furniture from China and sells it wholesale to furniture retailers. What kind of wholesaler is this business? a. Specialty-line wholesaler b. Brokered merchandise wholesaler c. General-merchandise wholesaler d. Limited-line wholesaler

d. Limited-line wholesaler

There are many kinds of chain retail stores, which of the following is not usually considered a chain retailer? a. Warehouse showrooms b. Department stores c. Discount stores d. Pop-up stores

d. Pop-up stores

Which of the following best describes a distribution channel in which a manufacturer sells heavy machinery to a company and provides the company with additional services such as installation and repair? a. Producer to wholesaler to retailer to consumer b. Producer to agent middleman to organizational buyer c. Producer to retailer to consumer d. Producer to organizational buyer

d. Producer to organizational buyer

When developing an advertising campaign, the company first identifies and analyzes the target audience then______________

defines the advertising objectives

When a manufacturer saturates the market by selling to any intermediary of good financial standing that is willing to stock and sell the product, the manufacturer is engaged in________

intensive distribution

When a business engages in________ , it is managing the products it sells in such a way as to minimize costs including both the holding costs and potential stock-out costs.

inventory management

Sales persons can be categorized in many ways, a(n)______is a person who is creative at selling the firm's products to new customers and increasing sales to current customers.

order getter

A company that uses_______normally has a large sales force that provides one-on-one communication with the targeted buyer and provides immediate feedback regarding the preferences of the targeted purchaser.

personal selling

Integrated marketing communications coordinates the promotional efforts of an organization to ensure maximum informational and_______impact on customers is achieved.

persuasive

When a producer offers a gift to a customer in return for buying its product, it is offering a______for that product. The goal of this sales promotional method is to attract the competitors' customers.

premium

The purpose of_______is to focus on enhancing the reputation of the total organization by increasing public awareness of a company's products, brands, or activities and by fostering desirable company images.

public relations

Wholesalers help_______by stocking in one place the variety of goods that this buyer would otherwise have to buy from many producers.

retailers

A________is a large self-service store that caters to households and is known for selling a variety of items including fresh, frozen, and processed foods, paper products, cleaning supplies, housewares, toiletries, stationery, books and magazines, plants and flowers, and other items in a one-stop shopping for household needs format.

supermarket

inventory management

the process of managing inventories in such a way as to minimize inventory costs, including both holding costs and potential stock-out costs.

intensive distribution

the use of all available outlets for a product