Marketing Final

A(n) _____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period.

A. advertising objective

Refer to Diaz. The smell of fresh coffee, the fact it is made where drinkers can watch the process, and the comfortable chairs all are used to create the store's:

A. atmosphere

Refer to RugRatReaders. According to the AIDA model, the first step Martin must achieve with his target market is:

A. attention

In terms of the AIDA concept, sales promotion is most effective at creating:

A. strong desire and purchase intent

Distribution managers select different transportation modes based on several distinct criteria. List and briefly define these criteria, and name the best and worst transportation mode for each criterion.

Accessibility - how easy a product can be shipped somewhere. Most accessible is a motor carrier, least accessible is pipeline. Capability - variety of materials that can be shipped within a specific mode. Most flexible is water, least flexible is pipeline. Transit time - how long an item takes to be transported to a destination. Air is the fastest, water is the slowest. Traceability - Ability to track an item as it is shipped. Air is the best, pipeline is the worst. Relative cost - Price of shipping with that mode. Water is the cheapest, and air is the most expensive. Reliability - A reliable mode has the product arrive on time regularly. Pipeline is the most reliable, and water is least reliable.

Water transportation is by far the most expensive mode of transportation, but it is also the most reliable.

F

A new alt-country band, Pike 27, wants to use a social media Web site to generate some buzz about their first album. Because of its safe, uncluttered, ad-free setting, MySpace would be a good site for the band to choose.

False

Erica was so impressed by the customer service she received from Mindware Toys that she tweeted all of her followers about her experience. Erica's tweets are a good example of owned media.

False

Which of the following is an example of one of the six types of integration that are sought by firms interested in providing top-level service to their customers?

Material and service supplier integration

Pepsico and Wast Management...These companies are practicing:

sustainable supply chain management

In the 1960s, there were only three television networks and most consumers only received these three channels plus a local channel. Now, consumers have more than 1,600 channels to choose from. This is an example of which problem facing media planners?

A. media fragmentation

Instead of sending... Edible Arrangements will be using _____ advertising to promote its fruit bouquets.

A. pioneering

Refer to Effective Social Media. One way an organization might effectively use noncorporate blogs to help achieve its social media goals is by:

A. providing bloggers with products and/or money in exchange for a review.

Persuasion normally becomes the primary promotion goal when:

B. the product enters the growth stage of the product life cycle

Refer to Whirlpool and Lowe's. Which business process is Whirlpool and Lowe's using when they work together to align supply and demand throughout the supply chain?

D. Demand management

Which of the following is a member of a supply chain team that moves just-picked cotton to finished clothing and then to the consumer of that clothing?

E. All of the choices

Why is the concept of integrated marketing communications (IMC) growing in popularity?

E. All of these statements help to explain why IMC is growing in popularity.

Explain what is meant by supply chain integration and list the five types of integration sought by firms interested in providing top-level service to customers.

Supply chain integration is when multiple firms work together in each of their respective specialties to have a more seamless process and have better results for the customer. Relationship integration Measurement integration Technology and planning integration Material and service supplier integration Customer integration

A U.S. manager is working with some Indonesians who do not speak English. In attempting to exchange information, they are using symbols to assign meanings to the facts the manager hopes to convey. This is an example of communication.

True

Meta Singh is expected to sell two surgical laser systems each month. This sales objective is an example of a quota.

True

New brands with a small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share because:

True

W.W. Grainger is an example of a(n):

b. merchant wholesaler

When Sony PlayStation users... This is an example of a company using:

C. knowledge management

One of the most recent developments on the social media scene is that:

C. searches on Bing will feature a Facebook module that shows you what your friends have liked as it relates to the search.

Consultative selling:

C. sells advice, assistance, and counsel rather than products

One method used for setting advertising objectives is:

C. the DAGMAR approach

By working closely with its suppliers and listening to its customers, Target has improved the service encounter to a level that was not thought possible in mass retailing. This is an example of which of the eight critical processes performed by supply managers?

Customer service management

The promotional mix consists of:

D. advertising, public relations, sales promotion, personal selling, social media

All of the following are factors in creating a store's atmosphere EXCEPT:

D. price

_____ advertising is an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.

E. Cooperative

What is the most effective promotional mix to use with products that are convenience goods and purchased routinely?

E. Sales promotion and advertising

All of the following would be a target for a trade sales promotion offered by Rubbermaid, a manufacturer of storage and organization products, EXCEPT:

E. a consumer who needs to organize her college dorm room.

Refer to Amtrak. Amtrak's campaign stresses that the Metroliner is more comfortable and more likely to be on time and run in inclement weather. The promotional campaign focuses on Amtrak's:

E. competitive advantage

Sobha Developers has begun to develop distinctive value-added offerings to its customers—starting with the oldest and most consistent ones. Sobha is working toward stronger _____ integration.

E. customer

Refer to College Entertainers. The student activity board members who attended a NACA convention were approached by a talent agent who represents a group of comedians who have been known to use profane language in their routines. Several of the college students told the agent that this type of language would not be welcome at their college. The agent promised the group that the comedians were able and willing to perform an act that the students could bring their grandmothers to see without being embarrassed. In this example, the agent was:

E. handling objections.

Without context, measurements are _____:

E. meaningless

Blogs with strict post length limits are called:

E. microblogs

The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell particular merchandise is known as a _____ strategy.

E. push

Refer to Kraft Foods. Each Kraft sales team member is given a statement of his or her individual sales objectives, usually based on sales volume. This is called a(n):

E. quota

Canesta company... keyboard... What level of distribution intensity should the company use?

E. selective

A _____ allows users to decide which content is promoted on a given Web site by voting that content up or down.

E. social news site

Whenever a customer opens an account at First Southern National Bank, a teller or account representative asks the customer whether he or she needs a CD, online banking, or other services. In other words, the account representative engages in:

E. suggestion selling

A _____ channel is commonly used for low-cost consumer items that are frequently purchased, such as candy, cigarettes, and magazines.

E. wholesaler

Which type of social media site allows users to post, read, rate, and comment on opinions about many different kinds of products and services?

B. A review site

Refer to Walmart. Which type of pricing strategy describes Walmart's commitment to offer consistently lower prices?

B. Everyday low pricing

Refer to Walmart. Walmart's gross margin is the:

B. amount of money it makes as a percentage of sales after the cost of goods sold is subtracted.

An advertising campaign:

B. extends for a defined period of time

When an advertiser decides how much space and/or time will be placed in each advertising medium the company wants to use, the advertiser is determining its:

B. media mix

Customers can purchase Hewlett-Packard computers from retail stores like Best Buy and Office Depot, online directly from HP, and through various catalogs. HP is using a(n) _____ distribution arrangement.

B. multiple

Much of the growth in social media sites can be attributed to:

B. new platforms like iPads and Smartphones

Pioneering advertising, competitive advertising, and comparative advertising are all types of:

B. product advertising

Jefferson Smurfit Company... The salesperson's action is typical of the company's sales philosophy and indicates an emphasis on:

B. relationship selling

Retailers such as Dillard's and Sears are responding to consumer needs by changing product mixes, hours of operation, locations, and prices. These stores are changing aspects of their:

B. retailing mixes

_____ involves delegating authority to solve customers' problems.

C. Empowerment

All of the following statements characterize the traditional personal selling approach EXCEPT:

C. Traditional personal selling takes a team approach to the account.

Point-of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model.

C. action

Walmart captures... Both Walmart and its suppliers are engaged in:

C. data mining

What is a touch point? Give two examples of touch points.

MY ANSWER: A touch point is any place where a customer has contact with a business and where data may be collected. One example is web-based interactions, where customers can view, evaluate, purchase, and give feedback on products. All of this data can be gathered and interpreted to launch or revise marketing efforts. Another example is social CRM, where companies can use social media to determine which consumers are the most influential to other consumers or they can interact with consumers to focus on the relationship aspect of CRM and increase communication with consumers.

Identify the two broad categories of blogs. Which is generally perceived to be more "authentic"? Why?

MY ANSWER: The two broad categories of blogs are corporate & professional blogs, and noncorporate blogs such as personal blogs. Noncorporate blogs are seen as more authentic than corporate blogs because noncorporate blogs are not controlled by marketers, and therefore are not trying to sell anything to the readers of the blog.

Of the eight critical business processes on which supply chain managers must focus, the _____ process presents a multi-company, unified response system to the customer whenever complaints, concerns, questions, or comments are voiced.

customer service management