MKTG 361 EXAM 4 REVIEW QUESTIONS

Which of the following is the best example of a reminder advertising message?

"Doing business in Peoria since 1848."

Experts estimate that the average cost of a single B2B sales call is about

$600.

When Apple's famous 1984 "Big Brother" ad aired during the Super Bowl, it reached an estimated 500 million viewers. It aired only once on commercial television, but was seen in later years in at least 10 television programs recalling great commercials. For its target audience, the frequency of this ad is measured as

1.

__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.

Brand awareness

__________ offer a limited assortment of general merchandise at very low prices and are often found in lower-rent locations.

Extreme value retailers

__________ reduce costs and maintain low prices by buying opportunistically from manufacturers with excess inventory, offering limited assortments of household goods and groceries, as well as health and beauty aids.

Extreme value retailers

Which of the following is not one of the federal agencies that regulate advertising activities?

FRS

The __________ is the primary enforcement agency for mass media advertising.

FTC

In a retail supply chain, the ________ records the purchase information and electronically sends it to the corporate office.

POS terminal

__________ is a particularly good advertising medium for groceries and fast food.

Radio

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs.

Sales promotions

__________ are subtle forms of promotion that encourage shopping in retailers' stores.

Store credit cards and gift cards

A(n) __________ is a 13-digit code retailers can use to track inventory.

UPC

The difference between advertising and publicity is that advertising is

a paid form of marketing communication.

If you're a manufacturer, and you want to showcase your product in a store that has a narrow but deep selection of merchandise and where sales associates can assist customers with their selections, you'd most likely choose

a specialty store.

One advantage of a retail store that is not shared with an Internet channel is

accepting cash payments.

The proliferation of new media alternatives has led many firms to shift their promotional budgets from

advertising to direct marketing and website development.

The attitudes that Ryan's customers develop after they have purchased his yearly lawn care service will become the basis for determining whether they renew each year. He needs to convey ____________ by guaranteeing his work in writing.

assurance

Brad is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should

be short and use simple words.

The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the

body copy.

Which of the following is not one of the typical outlets used by retailers?

business-to-business requests for proposals (RFPs)

Yana has identified the target audience for her line of Russian jewelry. For optimum success, she is creating an advertising plan that will

clarify the specific goals that the advertising is designed to accomplish.

In the IMC process, noise can occur as a result of lack of message clarity, a poor choice of medium, or

competing messages.

Wholesalers sell to all of the following except

consumers.

Franchising involves a(n) __________ vertical marketing system.

contractual

Considering what you know about their target markets and merchandise, which of the following retailers is least likely to have an online presence?

convenience stores

In a(n) __________ marketing channel, none of the participants have any control over the others.

conventional

The three types of vertical marketing systems are administered, contractual, and

corporate

Annabeth is looking for a Michael Kors chronograph watch, and assumes she can view and try them on at Macy's. She makes a special trip to the store to look at the watches, and selects the style she likes best. Which aspect of choosing a retail partner allowed Annabeth to confidently shop for this item at a particular store?

customer expectations

In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will

dictate the type of medium used to deliver the message.

The three elements of any IMC strategy are the consumer, the channels, and

evaluation of the results.

The IMC communication process includes all of the following except

evaluation.

A(n) ________ is a brand that is developed by a national brand vendor, often in conjunction with a retailer, and is sold exclusively by the retailer.

exclusive brand

Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is

expensive.

Which type of store is small and offers a limited merchandise assortment at very low prices?

extreme value retailers

Salespeople should be evaluated and rewarded only for those activities and outcomes that

fall under their control.

The advertising message "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes" suggests that advertising messages need to

focus on solving problems.

In the selling process, the saying "It ain't over till it's over" refers to the __________ stage of the process.

follow-up

The most common type of contractual vertical marketing system is a

franchise.

Full-line discount, category specialist, and specialty stores are all types of __________ retailers.

general merchandise

Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to

get consumers' attention.

The sender of an integrated marketing communication

has little control over what meaning any individual receiver will take from the message.

After creating awareness that the firm's products or services exist, the next goal of integrated marketing communications is to

increase the level of interest among consumers.

In a(n) __________ marketing channel, several independent members each attempt to satisfy their own objectives and maximize their profits, often at the expense of the other members.

independent

Retailers often perform ticketing and marking functions in their distribution centers rather than in their retail stores because ticketing and marking is often

inefficient and expensive.

To maintain trustworthy customer relationships, companies must take care that they respect customer privacy and respect the ________—that is, the amount of information a customer feels comfortable providing.

information comfort zone

The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. This campaign was an example of

institutional advertising.

The additional sales that can be attributed to an advertising campaign are known as

lift.

Retailers use __________ to get customers into their stores.

mass media advertising

Ashley was nervous about making the ___________. She knew it was likely to be the largest expense in the advertising budget.

media buy

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers announcing the arrival of this season's new clothing?

mobile marketing

Because of the way __________ buy merchandise, customers can never be confident that the same merchandise will be in stock each time they visit the store.

off-price retailers

Sue spends much of her time checking inventories, processing straight rebuys, and making sure that everything is going smoothly. Sue is primarily a(n)

order taker.

Advertising slogans such as "Don't text and drive" and "Buy flood insurance before it is too late" are examples of ads designed to

persuade consumers to take action.

Jennifer has worked for many years reviewing and approving print ads for her firm. She has memorized a checklist of key points to review. Which of the following would not be on her checklist?

photo credits

In the early stages of an ad campaign, the objectives are established. To determine if those objectives have been met, the marketer will

posttest

Chet was struggling selling his golf photography outside a PGA event. When he offered a tee shirt with a golf photograph on it with any framed golf photo, sales picked up. Chet discovered the value of sales promotions—specifically _________—in encouraging customers to buy.

premiums

Benefits of the traditional retail store as a channel include the ability to

provide personalized and meaningful product information.

Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to begin right away implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Gretchen soon realized that this activity was part of __________, directly related to marketing.

public relations

All of the following are interactive elements of an IMC strategy except

public relations.

Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering its product. Anne's is using a __________ strategy.

push

Sales representatives add value for customers by doing all of the following except

reducing the firm's marketing costs.

The attitudes that Ryan's customers develop after they have purchased his yearly lawn care service will become the basis for determining whether or not they renew each year. He needs to convey ____________, delivering the right services the right way.

reliability

If marketing communications are effective, they will

result in purchases by some consumers receiving the communications.

In vendor-managed inventory systems,

retailers send sales information to the manufacturer.

While ethical and legal issues are associated with all aspects of marketing, personal selling presents unique issues because

salespeople interact directly with customers and are, therefore, more visible.

Customers interacting with omnichannel retailers most desire a(n) ________ experience.

seamless

David's firm had grown steadily and the products and systems had become more and more complicated. He had been a star representative and had personally serviced and developed all his accounts. In the past year or so, David and his sales colleagues have been changing their approach due to the sales growth and increasing product complexity. Customer relationships are now being handled more and more by __________—whose primary duties are order getting, order taking, or sales support—which is typical of firms experiencing this kind of growth.

selling teams

Johan owns an oil-change business called Oil Only. He changes oil in cars—and that is all he does. What kind of retail business is this?

service retailer

When developing an advertising message, the message should focus on

solving problems for consumers.

If you are a marketer for a manufacturer, and the marketing mix for your product focuses on very specific market segments, you'd like to sell your product through

specialty stores.

Retailers address the conflict between consumers wanting or needing only one item and manufacturers wanting to produce and ship in quantity by providing

storage.

Integrated marketing communications include all of the following except

supply chain management.

Public relations is the component of IMC that

supports other promotional efforts by generating "free" media attention.

Unlike advertising, public relations

supports promotional efforts by generating "free" media attention.

Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining

the Better Business Bureau's Children's Advertising Review Unit guidelines.

Which of the following is not a major consideration in determining an advertising budget?

the budgeting method used

Julia is driving down Interstate 95 on her way from New England to Florida and sees a billboard saying "South of the Border Restaurant and Motel is just 100 miles away." Julia has never heard of South of the Border before. After seeing the sign, she will most likely need additional exposure to the product before deciding whether to stop at South of the Border. This is an example of

the lagged effect.

In Arthur Miller's play, Death of a Salesman, Willie Loman portrays

the loneliness of a traveling salesman.

To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and

the number of impressions.

The sender of an IMC message hopes the receivers are

the people for whom the message was originally intended.

One product strategy used by retailers to differentiate themselves from competitors is

the use of private-label brands.

The key factor distinguishing retailers from other members of the supply chain is that

they sell to customers for their personal use.

Radio frequency identification tags are

tiny computer chips that transmit information about a container's contents.

Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider

touting the key benefits of his firm's services.

Generally, the larger and more sophisticated the channel member, the less likely that it will

use supply chain intermediaries.