Marketing Exam 3 (FINAL)

What are the functions that Marketing Channels perform

-shaping the offers to meet the buyer needs - contacting the engaging buyers -transporting goods -assuming risks of carrying out channel work

example of horizontal channel​ conflict

A Ford dealer complaining that another Ford dealer is advertising in its territory

What is a vertical marketing system​ (VMS)?

A channel arrangement in which​ producers, wholesalers, and retailers act as a unified system

What potential risk do marketers incur by using richer but more fragmented media and promotional​ mixes?

A communications hodgepodge for consumers

example of vertical channel​ conflict

A retailer complaining about receiving damaged electronics goods from a wholesaler

the following statements is correct regarding supply chains and the value delivery​ network?

A​ company's channel decisions directly impact all other marketing decisions.

When selecting​ intermediaries, which is NOT one of the main criteria companies should​ evaluate?

Company Size

term describes the​ buyer's use of multiple marketing​ channels, both digital and​ nondigital, across stages of the consumer buying decision​ process?

Consumer​ omni-channel navigation behavior

A(n) ________ consists of independent firms at different levels of production and distribution that join together through contracts to obtain more economies or sales impact than each could achieve alone.

Contractual VMS

digital customer personas

Detailed, nuanced, and tangible representations of prototypical consumers to be targeted by the digital marketing campaign

Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations​ function?

Development

Digital Marketing

Digital marketing uses​ technology-intensive platforms such as the​ internet, mobile networks and​ devices, and social media to engage with individual​ consumers, consumer​ communities, and businesses.

​__________ is perhaps the biggest advantage of social media.

Engagement and social sharing capabilities

Marketing channels perform many key functions. Which is NOT one of those key​ functions?

Manufacturing

Which of the following statements about blogs is​ correct?

Many marketers now use influencer blogs.

A reason that producers use marketing channels and channel​ intermediaries

Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.

Which of the statements is true regarding media and message​ decisions?

Media and message decisions should be closely coordinated.

To effectively market to consumers with the right marketing content at the right place and​ time, marketers need to understand what

Omni-channel navigation behavior

What are the three major digital marketing​ platforms?

Online​ marketing, social media​ marketing, and mobile marketing

Which of the following statements is true about public relations and a​ company's overall integrated marketing communications​ efforts?

PR should be blended smoothly with promotion activities.

uses promotional tools such as​ presentations, trade​ shows, and incentive programs to engage​ customers, make​ sales, and build customer​ relationships?

Personal selling

which of the following statements about public relations is correct?

The lines between advertising and public relations are becoming more blurred.

In which of the following does a producer direct marketing activities​ (primarily personal selling and trade​ promotion) toward channel​ members?

a push strategy

any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor.

advertising

The primary purpose of​ _________ websites is to do more than just sell products or move them closer to a direct purchase.

brand community

Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that​ __________.

companies fail to integrate their various communication channels

Over the past​ decade, in one campaign after​ another, Samsung has run ads smugly depicting iPhone owners as either disappointed in their phones or secretly envious of people using the latest Galaxy model. This is an example of​ ________ advertising.

comparitive

Which budgeting method involves setting a​ company's promotion budget to match the standard outlays for the​ industry?

competitive-parity method

The goal of integrated marketing communications

deliver​ clear, consistent, and compelling messages about the organization and its brands

In preparing for a digital marketing​ campaign, marketers develop​ ________, which are​ detailed, nuanced, and tangible representations of prototypical consumers to be targeted by the digital marketing campaign.

digital consumer personas

The benefits of digital marketing for buyers are that these forms of marketing are​ _________.

easy, convenient, and private

The goal of a push strategy is to​ _________.

induce channel members to carry and promote the product

Correcting false impressions and suggesting new uses for a product are objectives associated with​ ________ advertising.

informative

Which of the following is perhaps the most challenging public policy issue now confronting the digital marketing​ industry?

invasion of privacy

Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed​ a(n) ________ website.

marketing

___________ begins with analyzing consumer needs and setting channel objectives.

marketing channel design

​____________ addresses not only outbound​ logistics, but also inbound logistics and reverse logistics.

marketing logistics

________ advertising is used when a company is attempting to build brand preference and prompt customers to purchase now.

persuasive

a​ company's efforts to engage​ customers, persuasively communicate customer​ value, and build customer​ relationships?

promotion mix

_________ is used to build and maintain national or local community relationships and is one of the functions of public relations.

public affairs

Stories, sponsorships,​ events, and webpages are promotional tools used in​ ________.

public relations

_________ direct(s) its marketing activities​ (primarily advertising, consumer​ promotion, and direct and digital​ media) toward final consumers to induce them to buy the product.

pull strategy

In the context of advertising​ media, ________ is a measure of the percentage of people in the target market who are exposed to an ad campaign during a given period of time.

reach

short-term incentives to encourage the purchase or sale of a product or service.

sales promotions

When evaluating channel member​ performance, companies use standards such as​ ________, treatment of damaged and lost​ goods, cooperation in company promotion and training​ programs, and services to the customer.

sales​ quotas, average inventory​ levels, customer delivery time

A direct marketing channel​ ________.

sells directly to the consumer

Consumer digital personas​ ________.

should be developed for each targeted segment

Preparing for and implementing a digital marketing campaign​ ________.

starts with developing a deep knowledge of digital consumers

Many​ companies, including department stores​ Macy's and​ Kohl's, use digital marketing as​ a(n) ________.

supplementary channel for sales

Most producers use intermediaries by forging a marketing channel​ (or distribution​ channel) to bring products and services to the consumer or business user. They do this because of​ _________, specialization, and scale of operation.

the​ intermediaries' contacts and experience

what is the goal of advertising?

to help move consumers through the buying process

Firms spend​ ________ on personal selling as they do on advertising.

up to three times as much

method by which companies engage and create benefits for their​ customers

value delivery network

A(n) _______ consists of​ producers, wholesalers, and retailers acting as a unified system.

vertical marketing system

The digital version of​ word-of-mouth marketing that involves creating​ videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called​ _______.

viral marketing

The four major functions of marketing logistics are​ ____________.

warehousing, inventory​ management, transportation, and logistics information management