Marketing Exam 3

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Which of the following is an example of horizontal channel​ conflict?

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

Which of the following statements regarding advertising in the new marketing communications model is correct?

Advertisers are shifting toward digital media.

How do brokers and agents differ from merchant wholesalers?

Brokers and agents do not take title and perform a limited number of specialized functions.

Which of the following statements is correct regarding the functions channel members​ perform?

Channel members create greater efficiencies than manufacturers could achieve on their own.

In selecting a media vehicle, media planners need to determine the cost of the vehicle's reach. To measure this, they use a method known as

Cost per 1,000

What are two major elements of advertising strategy?

Creating messages and selecting media

What is the first decision made in sales force management?

Designing sales force strategy and structure

What is the first step in the media selection process?

Determining reach, frequency, impact, and engagement

Sales reports, call reports, and expense reports are all used in the process of _________ salespeople.

Evaluating

Which of these represents an online social media​ platform?

Facebook

__________ is a practice whereby a producer agrees to sell a brand to a dealer only if the dealer agrees to sell some or all of the rest of its line.

Full-line forcing

Which of the following is an objective for trade promotions? A. Boosting customer brand involvement B. Motivating salespeople C. Generating business leads D. Getting retailers to carry new items and more inventory

Getting retailers to carry new items and more inventory

Developing Effective Marketing Communication starts with

Identifying the target audience

Which of the following statements about retailer marketing decisions is​ correct?

Many retailers identify three critical factors for retail​ success: location,​ location, and location.

Which of the following is 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 following are the largest group of wholesalers, accounting for roughly 50 percent of all wholesaling?

Merchant wholesalers

Which of the following statements regarding retailer pricing decisions is correct?

Most retailers seek either high markups on lower volume or low markups on higher volume.

Which of the following statements about setting an advertising budget is correct?

New products typically need relatively large advertising budgets to build awareness and to gain consumer trial.

Which of the following statements about major retail trends is true?

Online buying is growing at a much brisker pace than retail buying as a whole.

Which of the following correctly identifies forms of digital direct​ marketing?

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

Word-of-mouth influence and buzz marketing are both examples of

Personal communication channels

Consumers may receive an​ email, supposedly from their bank or credit card​ company, saying that their​ account's security has been compromised. The sender asks them to log on to a provided web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called​ __________.

Phishing

Which of the following statements regarding catalog marketing is​ correct? A. Digital catalogs still incur printing and mailing costs B. Printed catalogs can drive online and mobile sales. C. Catalogs have not yet gone digital. D. Marketers no longer use printed catalogs.

Printed catalogs can drive online and mobile sales.

___ consists of activities designed to engage and build good relations with the company's various public's.

Public relations

One study found that the best salespersons have four traits in​ common: intrinsic​ motivation, a disciplined work​ style, the ability to close a​ sale, and the ability to build relationships with customers. Knowing this would be most useful at which stage of sales force​ management?

Recruiting and selecting salespeople

is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service

Sales promotion

Which execution style shows one or more "typical" people using the product in a normal setting? a. mood or image B. Scientific evidence C. Slice of life D. Fantasy E. Personality symbol

Slice of life

During a sales presentation, which of the following would best fit a relationship marketing approach?

Tell a value story.

What is meant by the term​ "the Internet of​ Things" (IoT)?

That everyone and everything may soon be connected digitally

Which of the following statements is true regarding salespeople? A. Salespeople are not well edu. B. The best salespeople's are the ones who work closely with customers for mutual gain. C. Salespeople must be fast talkers D. Salespeople do not play a role in solving customer problems

The best salespeople are the ones who work closely with customers for mutual gain.

Which of the following statements regarding the changing communications landscape is correct? A. More than ever, consumers are relying on marketers for information. B. Marketers today are shifting their efforts to mass marketing. C. The dominance of television, magazines, newspapers, and other traditional mass media is declining. D. The digital age has had little impact on marketing communications.

The dominance of television, magazines, newspapers, and other traditional mass media is declining.

What is media impact?

The qualitative value of exposure to a message

Which of the following is true of marketing strategies that are being developed in the new marketing communications model? A. They are more targeted, social, and engaging. B. They use very little alternative media C. They rely more on mass-media marketing techniques.

They are more targeted, social, and engaging.

In terms of location, most stores today cluster together. What is the primary reason for this?

To increase their customer pulling power

What is the intent of advertisement?

To make ads and brand content into something that people actually want to watch

Which of these communications strategies carries the highest potential risk? A. Giving away free samples B. Using a celebrity to deliver a message C. Pushing messages via twitter or instagram D. Using facebook to advertise E. Using personal selling as one of your tactics

Using a celebrity to deliver a message

What are the four major functions of​ logistics?

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

Walmart has a lot of power and exerts strong influence on the suppliers they buy from. This channel power is an example of​ a(n) __________ vertical marketing system​ (VMS).

administered

A company wishes to reach a large number of geographically dispersed buyers at a low cost per exposure. Which element of the promotional mix should the company​ use?

advertising

Which promotional tool is any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor?

advertising

One new technology being adopted by retailers is​ __________. For​ example, when​ opted-in customers enter a​ store, a signal wakes up an app on their smartphone or​ tablet, which welcomes them and alerts them to​ location-specific rewards and personalized product recommendations within the store.

beacon technology

Many company websites are now designed to do more than just sell product. These​ websites, known as​ __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers.

brand community

involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities

buzz marketing

Recently, superstores that are actually giant specialty​ stores, such as Petco and Home​ Depot, have seen tremendous growth. These types of superstores are called​ __________.

category killers

Using a push strategy, a firm directs its promotional efforts toward

channel members

A cluster of between 15 and 50 retail stores that usually contains a branch of a department store or variety​ store, a​ supermarket, specialty​ stores, professional​ offices, and​ (sometimes) a bank is a​ __________.

community shopping center

When a company directly or indirectly compares its brand with one or more other brands in an advertisement, they are using

comparative advertising

In​ 2001, Apple opened its first Apple stores in the United States. These stores were owned and operated by Apple. This is an example of which type of vertical marketing system​ (VMS)?

corporate

Procter​ & Gamble​ (P&G) organizes its sales reps into​ teams, and each team is assigned to a major account​ (such as Safeway or​ Walmart). Which type of sales force structure is​ P&G using in this​ example?

customer

The concept of salesperson-owned loyalty means that

customers become loyal to salespeople as well as the companies they represent

Which public relations function is used to work with donors or members of nonprofit organizations to gain financial or volunteer​ support?

development

The fastest growing form of marketing is

direct and digital marketing

Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer​ relationships?

direct and digital marketing

Due to changes in​ technology, a recent trend is for product or service producers to cut out intermediaries and go directly to final buyers. This is one form of​ __________.

disintermediation

In the communication process, putting thought into symbolic form is called

encoding

Delta Faucet partnered with Warrior​ Dash, which sponsored several 5k mud run races around the country over the summer. At each​ event, Delta built a huge custom shower​ station, complete with 184 Delta​ showerheads, where​ mud-soaked competitors could meet and wash off after the race. This is an example of which type of​ promotion?

event marketing

Some sellers require that dealers not handle​ competitor's products. This strategy is called​ __________.

exclusive dealing

Adidas' fifth avenue emporium showcases an adidas design concept that mimics a sports arena. Customers enter through a tunel-like entrance, climb sement stairs to reach different floors, sit on bleachers to watch games broadcast live on large screens, and pay for their purchases at stations designed to look like ticket booths. The store features a miniature running track where customers can take a test run or get their stride analyzed to ensure they're buying the right shoe. This is an example ____.

experiential retailing

After the presentation and demonstration step in the sales​ process, a salesperson should next be prepared to​ __________.

handle objections

Which type of advertising is heavily used for new product category introductions

informative

According to the​ text, what is the toughest public policy issue now confronting the direct marketing​ industry?

invasion of privacy

Many consumers today rent DVDs from a vending machine called Redbox that can be found in retail stores and other locations. Redbox is which type of direct marketing​ tool?

kiosk

A discount store​ (for example,​ Target, Kohl's, or​ Walmart) sells standard merchandise at lower prices. To do​ this, discount stores accept which of the following two​ conditions?

lower margins and higher sales volume

One drawback to viral marketing is that

marketers cannot control where users pass along the message

One key function of channel members is​ __________, which involves shaping offers to meet the​ buyer's needs, including activities such as​ manufacturing, grading,​ assembling, and packaging.

matching

Walmart, Target,​ Macy's, and other major retailers offer handy​ ________ that pull customers to both their websites and stores.

mobile apps

Which of the following would be best suited for marketers to engage customers anywhere and at any time during the buying and​ relationship-building processes? A. Permission-based email marketing B. Online advertising C. Branded web communities D. Mobile marketing

mobile marketing

Which method for setting the total promotion budget is the most difficult to use?

objective and task method

Foot Locker has mastered online and mobile efforts that link seamlessly with store​ operations, offering options such as​ "buy online, ship from​ store" and​ "buy online, reserve in​ store" for pickup. This is an example of​ ________.

omni-channel retailing

Retailing today requires​ __________, which means creating a seamless​ cross-channel buying experience that integrates​ in-store, online, and mobile shopping.

omni-channel retailing

Companies now use​ __________ and supply chain management software to help​ recruit, train,​ organize, manage,​ motivate, and evaluate channel partners.

partner relationship management

Which promotion budgeting method wrongly views sales as the cause of promotion rather than as the result

percentage of sales

To avoid being intrusive and​ annoying, most legitimate email marketers practice​ __________, which means sending email pitches only to customers who​ "opt in."

permission based email marketing

One form of influence that carries great​ weight, especially for products that are​ expensive, risky, or highly visible is​ __________.

personal influence

Which promotional tool includes presentations, trade shows, and incentive programs?

personal selling

One consumer promotion tool is​ _______, which are goods offered free or at a low cost as an incentive to buy a product.

premiums

​__________ identifies qualified potential customers and is the first step of the personal selling process.

prospecting

Specific promotional tools used in​ _______ include press​ releases, sponsorships,​ events, and web pages.

public relations

Many manufacturers have to pay retailers to get shelf space. This is an example of which type of​ promotion?

push money

Digital marketing can link brands to important moments in​ customer's lives. This aspect of digital marketing is called​ __________.

real-time marketing

Which type of advertising is important for mature, established brands?

reminder

Increasingly, different types of retailers now sell the same products at the same prices to the same consumers. This trend is called ___.

retail convergence

Retailers need to differentiate and position their store and make decisions regarding their retail marketing mix. Before making those​ decisions, retailers must first​ __________.

segment and define their target market

Firms producing consumer​ electronics, furniture, and home appliance brands typically distribute their products​ __________.

selectively

What is the first decision advertisers need to make when developing an advertising​ program?

setting advertising objectives

__________ involves focusing the entire marketing process toward turning customers into buyers as they approach the point of sale.

shopper marketing

Which of the following is a challenge to marketers regarding their use of social​ media? A. It can be used for real-time marketing. B. It can create brand communities. C. Social networks are largely user controlled. D. It is cost-effective.

social networks are largely user controlled

According to the text, what is the fastest-growing sales trend today?

social selling

A company holds a news conference to announce a new product launch. Which PR tool are they using in this​ example?

special events

Which type of retailer carries narrow product lines with deep assortments within those​ lines?

specialty stores

Omni-channel retailers are those who​ ________.

successfully merge the virtual and physical worlds

When setting channel​ objectives, companies should state the objectives in terms of​ __________.

targeted levels of customer service

The length of a channel is determined by​ __________.

the number of intermediary levels

After the company has defined its channel​ objectives, it should next identify its major channel alternatives in terms of the types of​ intermediaries, the number of​ intermediaries, and​ __________.

the responsibilities of channel members

Regardless of the size of the​ budget, to​ succeed, advertising must engage consumers and​ __________.

to communicate well

What is the goal of integrated marketing communications?

to deliver clear, consistent, and compelling company and brand messages

What is the digital version of word-of-mouth marketing?

viral marketing

Which wholesaler channel function helps reduce inventory holding costs and the risks of suppliers and​ customers?

warehousing

Which of the following statements regarding a​ just-in-time logistics system is​ correct?

​Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations.

Using​ __________, the customer shares​ real-time data on sales and current inventory levels with the supplier. The supplier then takes full responsibility for managing inventories and deliveries.

​vendor-managed inventory.


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