MKTG1100: Principles of Marketing Unit 10: Chapter 13: & Chapter 14

Developing an effective message strategy begins with identifying ________ that can be used as advertising appeals.

customer benefits

Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all ________.

deliver a clear, consistent, and compelling message

Many institutions, including retailers, wholesalers, and ________ do retailing.

manufacturers

Which of the following is an example of trade promotion?

manufacturers offering free merchandise to resellers who feature a certain flavor or size

Personal communications about a product between target buyers and neighbors, friends, family members, associates, and other consumers, are known as ________.

word-of-mouth influence

Which of the following best describes a similarity between Costco and Walmart?

Both use everyday low pricing.

Which of the following types of advertising will most likely result in an advertising war?

comparative advertising

Which of the following is true about the product sales force structure?

In a product sales force structure, salespersons specialize in only a particular product line as the company produces numerous and complex products.

Which of the following statements is most likely true regarding the competitive-parity method?

In this method, promotion budgets are set to match competitors' outlays.

To break through the clutter, many marketers have subscribed to a new merging of advertising and entertainment, dubbed ________.

Madison & Vine

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured actress Gigi Hadid and offered readers a $2-off coupon when they tried the new makeup. In terms of the communication model, the sender of this message is ________.

Maybelline

_______ are goods offered either free or at low cost as an incentive to buy a product, ranging from toys included with kids' products to phone cards and DVDs.

Premiums

________ is very believable because news stories, features, sponsorships, and events seem more real and believable to readers than ads do.

Public relations

A ________ calls for consumers to submit an entry to be judged by a panel that will select the best entries.

contest

Which of the following is true about the territorial sales force structure?

Travel expenses are relatively small as each salesperson travels within a limited geographic area.

Which of the following is true with regard to value selling?

Value selling refers to delivering superior customer value and capturing a fair return on that value.

Moral appeals ________.

are directed to an audience's sense of what is "right" and "proper"

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

audience quality

Which promotional tool is the most immediate, customized, and interactive?

direct marketing

HP's advertising agency assembles words and illustrations into an advertisement that conveys the company's intended brand message. In the context of the communication process, HP is ________.

encoding

An IKEA ad shows consumers creating fanciful room designs with IKEA furniture, such as "a bedroom for a queen made by Bree and her sister, designed by IKEA." Which of the following message execution styles is illustrated in this example?

fantasy

Television, as a medium of advertisement, is characterized by ________.

fleeting exposure

Refer to the scenario below to answer the following question(s).In the 1970s, Shipshewana was only a small town with a hardware store, a grain mill, a shoe store, a small restaurant, and a grocery store. Over the next two decades, the small town transformed into an international tourist attraction, attracting thousands of tourists who were intrigued by the lifestyle of Shipshewana's largest population-the Amish.Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on their town's popularity and their woodworking skills. Their shop, Indiana Wood, began with a small display of handmade hickory rocking chairs, Ben Miller's specialty. But within a few months, the display at Indiana Wood included picnic tables, flower boxes, and small handmade novelty items. No other shop offers the same variety.Mary Miller decorated the shop's display room with authentic Amish décor and eventually hired three Amish friends to sew and embroider napkins and other textiles as customers had requested such items. In addition, two women from the Amish community sought permission from the Millers to display home-baked pastries and jellies on Tuesdays and Wednesdays, when Shipshewana attracts swarms of visitors to its flea market on the south edge of town. The Millers also hired four more people to help customers throughout the purchasing process and to provide the required product-related information to the customers."Shipshewana is full of specialty shops," Mary Miller stated. "People don't come here to buy things made in China or Taiwan. They want real, Amish-made goods."Indiana Wood can be best classified as a(n) ________.

full-service retailer

Based on the target audience, the communicator makes decisions regarding what will be said, who will say it, when it will be said, where it will be said, and ________.

how it will be said

Describing available services and support is most likely a goal of ________ advertising.

informative

Which of the following is a major tool used by PR professionals?

news

A newspaper article announced that Connect Wireless, the sixth-largest wireless carrier in a country, was changing its name to M-Mobile and that to begin the makeover process it had replaced spokesperson Robert Garmon with Catherine Naylor. Which of the following elements of a promotion mix is represented in this example?

public relations

You own a neighborhood grocery store and would like to have non-food items delivered, priced, displayed and inventoried by a wholesaler. You do not want to purchase title to the goods. Which type of wholesaler best fits your needs?

rack jobber

Wholesalers must ________ to maintain their profits.

reduce the number of customers they work with

A ________ contains from 50 to 100 stores, is like a covered mini-downtown, and attracts customers from a wide area.

regional shopping center

A product in the maturity stage will most likely require ________ advertising.

reminder

Which of the following would be considered a service retailer?

restaurants

At the beginning of each year, the management of Dee Decor states the exact amount a salesperson should sell. This specific sales target is also known as a ________.

sales quota

A(n) ________ is an individual who represents a company to customers by prospecting, communicating, selling, servicing, information gathering, and/or relationship building.

salesperson

Audience quality, audience engagement, and editorial quality are most likely to be considered when a media planner ________.

selects a media vehicle

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 ________.

services mix

Amanda Perkins is a senior sales manager in Arlington Steelworks. As the customer base of her company has grown larger and more demanding over the last few years, Amanda insists on ________, or using groups of people from various departments such as sales, technical support, engineering, and even upper management to service complex accounts.

team selling

In the ________, each salesperson is assigned to an exclusive geographic area and sells the company's full line of products or services to all customers in that region.

territorial sales force structure

Retailers are classified on characteristics including the amount of service they offer, the breadth and depth of their product lines, how they are organized, and ________.

the relative prices they charge

Which of the following is an off-price retailer that operates in a huge, warehouse-like facility and offers few frills?

warehouse club