MKT FINAL QUIZ

RFID

"smart tag" technology helps companies locate a product's exact position with its supply chain.

Services - mix

A large retailer of home improvement and construction products offers "how-to" classes for do-it-yourselfers, featuring instructions on how to complete home improvement projects using products sold at its stores. This is an example of how the retailer has differentiated itself through its

Off-price retailers

fill the ultra low-price, high-volume gap by buying at less-than-regular wholesale prices and charging consumers less than retail

Horizontal conflict

Managers at the Imperial Hotel-Chicago complained that the chain's overall image was hurt because Imperial Hotel-Dallas was overcharging guests and providing poor service.

direct-response television advertising

Neal Murphy sells his company's unique products on television programs. He also hosts a 30-minute show in which he demonstrates and explains the advantages of the product. At the end of the show, a toll-free number is displayed on the screen that can be used by viewers to place their orders for the product. Which of the following forms of advertising is evident here?

Full-line forcing

Producers of strong brands sometimes sell to dealers only on the condition that dealers take some or all of the rest of a product line.

C-to-B

Selleverything.com is a Web site that allows individuals to sell or auction products. Users can bid for times, which are then delivered to the highest bidder's address by Selleverything.com, which receives a small commission. Which of the following major online marketing domains is evident from this scenario?

Brand personification

The advertisements which use the AFLAC duck or Tony the Tiger are using the message execution style of ___.

Drop - shipper

Tony Pool Chemical Co. purchased 144 buckets of chlorine tables over the Internet from Chemical Inc. Then Chemical Inc. placed the order with the manufacturer, and the manufacturer then transported the tablets directly to the Tony Pool store. In this case, Chemical Inc. is an example of a

manufacturer-sponsored retailer franchise system

Toyota and its network of independent franchised dealers

High-low pricing

When Macy's department stores carry a wide range of product lines, including clothing, jewelry, kitchenware, and home furnishings. Macy's typically charges a relatively high markup, but also holds frequent sales and price promotions, in particular offering discounts to customers who use a Macy's credit card

Contractual VMS

When McDonald's offers its products inside of a Walmart store

Informative advertising

When Procter & Gamble developed the Mr. Clean Magic Eraser, the company needed to explain how the product cleans grime from walls without removing paint. What type of campaign was most likely used by P&G for the Mr. Clean Magic Eraser?

Audience quality

When a media planner determines whether and advertisement for diapers should be placed in Parents magazine or Sports Illustrated, the planner is evaluating the media vehicle's ___.

Holly Wreaths, a store which sells Christmas ornaments to customers via its online click-to-order catalogs

Which of the following companies uses a direct marketing channel?

Informercial

Which of the following terms refers to a 30-minute television advertising program that markets a single product?

Direct - mail marketing

Which of the following types of marketing involves marketers sending out letters, brochures, samples, and DVDs to consumers' address?

to drive online sales and services

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

Reach

You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

Buying behavior

_____ data in the customer database includes data about the recency, frequency, and monetary value of past purchases of a customer.

Downstream partners

refers to the wholesalers and retailers that form a vital link between the firm and its customers

Slice of life

An ad for a new convection oven shows a busy professional woman using the convection oven to cook dinner for her family. Which of the following message execution styles is illustrated in this example?

Full - service retailer

At Neiman Marcus, a first-class department store, customers shop for high-end products and they are assisted in every phase of the shopping process.

click-and-mortar company

Avo Cutlery has always relied upon selling its fine cutlery via supermarkets and its own chain of stores. But thanks to the dot-com boom, the company now also sells its cutlery via its website, AvoCutlery.com. Which of the following best describes Avo Cutlery?

Be advertised more heavily to be noticed in the marketplace

Brands in a market with many competitors and high advertising clutter must

Interactive television

Donello Equipments hosts informercials on television and at the same time allows its viewers to interact with its advertisements. Viewers can request more details and order via their Internet-ready smart televisions. Which of the following forms of marketing is evident here?

Manufacturer-sponsored wholesaler franchise system

Fire Up makes fireproof clothing material and licenses select stores around the world to use its material to make finished products with the Fire Up logo.

Category Killers

Home Depot and PetSmart

Voluntary chains

Independent Grocers Alliance, Do-It Best, Western Auto, and True Value

set an advertising budget

after determining its advertising objectives, a company's next step in developing an advertising program is to ___.

Warehouse club

an off-price retailer that sells a limited selection of brand-name grocery items, appliances, clothing and other goods at deep discounts to members who pay annual membership fees

Power centers

huge enclosed shopping centers consisting of a long strip of retail stores, including at least one large, freestanding anchor store like Walmart. Each store has its own entrance with parking directly in front for shoppers who wish to visit only one store

Contextual advertisements

in ____text-based ads and links appear alongside search engine results on sites such as Google, Yahoo, and Bing

Wheel-of-retailing

the concept that new retailing forms often begin as low-margin, low-price, low-status operations to challenge establish retailers. Such retailers than become successful, and eventually become like the conventional retailers they replaced.

Superstore

the type of store is much larger than regular supermarkets and offers a large assortment of routinely purchased food products, nonfood items, and services