MKTG Exam 3 Study Guide

Jenny works for a company that sells rotisseries for chicken and other foods. She answer phone calls from customers who see ads in trade magazines and call to order the product. Jenny is considered a(n) ___. - outside salesperson - inside salesperson - support person - missionary salesperson - trade salesperson

Inside salesperson

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? - advertising - public relations - sales management - sales promotion - personal selling

advertising

At very large firms, advertising campaigns are likely to be performed by a(n) ___, while in small firms advertising campaigns are more likely to fall under the responsibility of ___. - experienced individual; an advertising agency - advertising agency; advertising department - advertising agency; one or two individuals - advertising department; one or two individuals - experienced individual; an advertising department

advertising department; one or two individuals

The supply chain includes ___. - producers, wholesalers, and retailers - suppliers, producers, intermediaries, and customers - suppliers and suppliers' suppliers - all entities that facilitate product distribution - buyers, sellers, marketing intermediaries and agents

all entities that facilitate product distribution

The result of an inventory stockout usually results in a(n)____. - an increase in inventory costs - an increase in lost sales - an increase in net profit - an increase in loyal customers - a decrease in prices

an increase in lost sales

Which of the following is not a public relations tool? - feature article - company magazine - new release - annual report - product sample

annual report

The focus of personal selling is shifting from selling a specific product to ___. - CRM selling - building long-term relationships with customers - enhancing the firm's image - team selling - social media selling

building long-term relationships with customers

Before the release of the newest iPhone by Apple Inc., an Apple juice brand used an actor dressed up like an apple to hold a sign encouraging those waiting in line to try its juice. The brand thought this would be a creative event that would spark an interest in Apple iPhone fans as they stood waiting in line with little else to do. This is an example of ___. - buzz marketing - viral marketing - electronic marketing - sales promotion - product placement

buzz marketing

Vinny, a sales representative, is returning from a week on the road. One of his activities this week is to develop ___, which are designed to identify the customers called on and to present detailed information about interaction with those clients. - sales invoices - feedback notices - expense reports - call reports - recall files

call reports

Chadwick's sends its customers booklets containing its product offerings and allows them to place orders on the telephone, through the mail, or online. Chadwick's is primarily a(n) ___. - online retailer - direct seller - catalog marketer - direct-response marketer - specialty retailer

catalog marketer

Michael's, PetSmart and Stables are all examples of ___. - discount stores - off-price retailers - category killers - traditional specialty retailers - superstores

category killers

A single leader who controls and organizes a marketing channel is called a ___. - channel champion - distribution leader - marketing maverick - channel captain - lead distributor

channel captain

Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered ___. - trade sales promotion methods - consumer incentives - consumer sweepstakes - buying allowances - consumer sales promotion methods

consumer sales promotion methods

Your company is planning to launch a new line of women's athletic apparel in the next six months. In order to create some enthusiasm in the market for your new products, you are working with an outside agency on the promotional ads that will run during some popular sporting events. Which of the following should be the primary objective for these promotional ads? - encourage product trial - create awareness - reward current customers - identify prospects - retain loyal customers

create awareness

Kevin works in the public relations department of his company. He sends a news release about a new product offering to several newspapers and television stations. Kevin knows from past experience that even when the media use his news releases, they often release the information at inopportune times. They will also sometimes cut out what Kevin believes are the most important points to make the news fit. However, Kevin accepts these disadvantages because free publicity offers the advantage of ___. - credibility - target market awareness - timeliness - accuracy - feasibility

credibility

An important goal of physical distribution is reducing the time it takes to complete ___. - inventory management - outsourcing evaluation - electronic data interchange - order processing - cycle time

cycle time

After the advertising budget is determined, the next step in creating an advertising campaign is___. - creating the advertising campaign - creating the advertising platform - evaluating the advertising objectives - executing the campaign - developing the media plan

developing the media plan

A marketing channel is defined as a group of individuals and organizations that ___. - consumes about one-half of every dollar spent on products in the United States - directs the flow of products from producer to customers - links producers to other marketing intermediaries - takes title products and resells them - manages transportation and warehousing functions

directs the flow of products from producer to customers

As Kaitlyn prepares the script for a radio commercial for her boutique, she is engaging in the ___ stage of the communication process. - encoding - sourcing - decoding - sending - receiving

encoding

You have spent the last 20 years of your career in various marketing channel management roles with a variety of companies. One of the things you have learned is that channel conflict can be very destructive to all members of the marketing channel. Which of the following actions would you take to ensure that channel conflict does not occur in your current role? - encourage each member of the channel to act in its self-interest - make sure the channel handles a diversified set of competing products - minimize the level of communication among members of the channel so conflicts do not get started - establish clearly-defined roles and responsibilities for each member of the channel - maintain loosely- defined roles and responsibilities for each member of the channel so each feels like they have some independent decision-making ability

establish clearly-defined roles and responsibilities for each member of the channel

Suppose that Garrison Distributing has been told that it cannot carry the beers made by Anheuser-Busch because it also carries the products of the competitors, Miller Brewing. Garrison is then told that it must drop the Miller brands in order to carry the Anheuser-Busch products. If this were true, Anheuser-Busch would be engaging in which of the following channel management practices? - exclusive dealing - multichannel distribution - tying contacts - refusal to deal - restricted sales territories

exclusive dealing

Which of the following is an example of a trade sales promotion method? - frequent-user incentives - point-of-purchase displays - retailer coupons - free merchandise - money refunds

free merchandise

Laws government regulations, and industry self-regulation ___ deceptive promotion. - have done nothing to decrease - have caused an increase in - have eliminated all - have helped decrease - have created new forms of

have helped decrease

If a manger tries to form territories with equal sales potential, the territories will usually be unequal in geographic size; this will cause the salespeople with larger territories to ___. - develop larger income potentials - have to work longer and harder to generate a certain sales volume - work about the same amount, since potential is the same - have much larger sales than those sales people with smaller territories - be limited to a smaller income potential

have to work longer and harder to generate a certain sales volume

The first stage in the development of any advertising campaign is ___. - creating the message - setting the budget - identifying the advertising target audience - defining the advertising objectives - creating the advertising platform

identifying the advertising target audience

___ advertising supports organizational images, ideas, and political issues while ___ advertising touts the uses, features, and benefits of goods and services. - reminder; competitive - publicity; pioneer - institutional; reminder - advocacy; product - institutional; product

institutional; reminder

If Domino's uses digital media along with more traditional newspaper ads to create a more synchronized and consistent message for customers, it is most likely engaging in ___. - personal selling - communication feedback - the entire promotion mix - public communications management - integrated marketing communications

integrated marketing communications

Convenience products typically use ___. - exclusive distribution - selective distribution - intensive distribution - smart marketing channels - digital distribution

intensive distribution

During which stage of the product life cycle is pioneer advertising most appropriate? - introduction - growth - maturity - recession - decline

introduction

Which of the following statements is true about team selling? - it is not appropriate for expensive, complex, high-tech business products - teams typically consist of a sales rep and a marketing rep - teams do not include representatives from finance - it is appropriate for expensive, complex, high-tech business products - teams usually include someone from human resources

it is appropriate for expensive, complex, high-tech business products

The kinds of products being sold and the availability of public transportation are both factors that influence a retailer's decision about ___. - store atmosphere - location - retail positioning - store image - the wheel of retailing

location

The use of multiple distribution channels that complement organizations' brick-and-mortar stores with websites, catalogs, and apps where consumers can research products, read other buyers' reviews, and make actual purchases is known as ___. - multichannel retailing - dual retailing - multimedia retailing - dual distribution - multiple-wholesaling

multichannel retailing

In a franchise agreement, which of the following is a franchisee not responsible for? - operation on the franchise - franchise fee - maintenance of location - national advertising campaign - royalty and advertising fees

national advertising campaign

A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with traditional retailers is a(n) ___. - strip mall - neighborhood shopping center - off-price mall - lifestyle shopping center - outlet shopping center

outlet shopping center

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on ___. - advertising - word-of-mouth communication - public relations - sales promotion - personal selling

personal selling

The strategic location of products or product promotions within entertainment media content to reach the product's target market is known as product ___. - showcasing - display - placement - incorporation - endorsement

placement

Jafrum, Inc. is a wholesale supplier of motorcycle accessories, clothing, and tools to various motorcycle retail stores around the country. Jafrum does not manufacture these items, but sells them to other retailers and also sells its merchandise through its website. Sean Thompson is one of the salespeople for Jafrum, and is responsible for obtaining new customers, increasing sales to current customers, and visiting the retail stores throughout the country. Recently, he has been given the sales objective from Jafrum's management to increase sales dollars by 15% in the coming year by adding new customers. Sean's current compensation is based on a $1,000 per month draw, plus 5% of all sales over $100,000. His salary last year totaled $42,000. Management has given Sean the choice of going to a compensation plan where he will earn 15% of all sales, but no draw. Larry is developing his list of potential new retail customers by accessing the yellow pages online. Here he finds the contact information for every motorcycle store in the 48 contiguous states, and eliminates those who currently are his customers. Larry is involved in which step of the personal selling process? - prospecting - preapproach - overcoming objections - closing - following up

prospecting

The three general types of media schedules are ___. - pulsing, beating and continuous - short, medium, and long-term - morning, afternoon, and evening - pulsing, continuous, and flighting - light, heavy, and alternating

pulsing, continuous, and flighting

Dial Soap's advertising slogan 'Aren't you glad you use Dial? Don't you wish everybody did?' exemplifies the use of ___ advertising. - reinforcement - offensive - comparative - institutional - defensive

reinforcement

If a company's products require differentiation at the point of purchase, it will most likely use ___. - intensive distribution - extensive distribution - intermediate distribution - exclusive distribution - selective distribution

selective distribution

What is a potential disadvantage of direct selling? - commissions for sales people are usually low - some customers view direct selling negatively - personal attention tends to be lacking - product demonstrations are difficult in this type of selling - consumers must go out of their way

some customers view direct selling negatively

In the Gillette advertisement that claims, 'Gillette, the best a man can get,' Gillette is the communication ___. - receiver - transmitter - decoder - source - noise

source

Which of the following offer the narrowest range of products? - general-merchandise wholesalers - specialty-line wholesalers - general-line wholesalers - limited-line wholesalers - limited-service wholesalers

specialty-line wholesalers

Lexus has designed its commercials to appeal to more affluent car drivers as its ___. - target audience - advertising objective - advertising platform - media plan - advertising message

target audience

The step of the personal selling process in which a salesperson contacts a potential customer is called ___. - making the presentation - cold calling - the preapproach - the approach - prospecting

the approach

Personal selling is changing in today's marketplace due to several factors. Which of the following is not a factor that impacts today's promotion through personal selling? - the difficulty in keeping customers because they are fickle - new technology provides up-to-date information in the fields - the way in which customers gain information about a company of product - social CRM allows companies to discover and engage customers - electronic sales presentations through social media technology

the difficulty in keeping customers because they are fickle

Which of the following is not an advantage of franchising for the franchisee? - the franchisee can capitalize on the business experience of others - when problems arise, the franchisee can obtain guidance and advice from the franchiser - franchised outlets are usually more successful than independently-owned businesses with respect to long-term survival - the franchisee can participate in national promotional campaigns sponsored by the franchiser - the franchisee gives up a certain amount of control when participating in a franchise agreement

the franchisee gives up a certain amount of control when participating in a franchise agreement

Which of the following is a major goal of integrated marketing communications? - to better coordinate the firm's supply chain - to achieve a special return on investment - to dispute competitors strengths - to control the firm's marketing environment - to send a consistent message to consumers

to send a consistent message to consumers

A retailer is an organization that purchases products for the purpose of reselling them to ___. - other retail organizations - the government - ultimate consumers - wholesalers - nonprofit organization

ultimate consumers

According to the text, physical distribution cost tradeoffs enable firms to ___. - resolve pricing conflicts among channel partners - minimize risk during test marketing of new products - reduce costs of all distribution functions simultaneously - resolve pricing conflicts within industry sectors - utilize resources for greatest cost-effectiveness

utilize resources for greatest cost-effectiveness