OSU Marketing 3250: Final Exam 16, 15, 13, 12

*Which of the following is an example of horizontal channel​ conflict?* A. A Ford dealer complaining that another Ford dealer is advertising in their territory. B. A retailer complaining about a​ producer's pricing. C. A consumer complaining to a producer about the quality of a product. D. A retailer complaining about receiving damaged goods from a wholesaler. E. A consumer complaining to a retailer about the service they received.

A. A Ford dealer complaining that another Ford dealer is advertising in their territory.

Which of the following best reflects the role of retailing in the distribution channel?

All the activities involved in selling products or services directly to final consumers for the personal, nonbusiness use

*Delta Faucet partnered with Warrior​ Dash, which sponsored several 5k mud run races around the country over the summer. At each​ event, Delta built a huge custom shower​ station, complete with 184 Delta​ showerheads, where​ mud-soaked competitors could meet and wash off after the race. This is an example of which type of​ promotion?* A. Trade show B. Event marketing C. Samples D. ​Contests, sweepstakes, and games E. ​Point-of-purchase promotions

B. Event marketing

It is common to see product placements - embedding brands as props within other programming, such as TV shows or movies. Product placements are a form of

Branded entertainment

*What is the first decision made in sales force​ management?* A. Recruiting and selecting salespeople B. Evaluating salespeople C. Designing sales force strategy and structure D. Compensating salespeople E. Training salespeople

C. Designing sales force strategy and structure

Logos, stationary, brochures, signs, etc are all types of

Corporate identity materials

In selecting a media vehicle, media planners need to determine the cost of the vehicle's reach. To measure this they use a method known as

Cost per 1000

What are the two major elements of advertising strategy?

Creating messages and selecting media

*When the only goal of personal selling is to close a​ sale, a company is using​ a(n) __________ approach.* A. ​hard-sell B. value selling C. relationship D. ​transaction-oriented E. customer solution

D. ​transaction-oriented

Which public relations function is used to work with donors or members of nonprofit organizations to gain financial or volunteer support?

Development

One primary PR responsibility is to create content that

Draws consumers to a brand

L.L. Bean has turned its flagship store and campus in Freeport, Maine into a full-fledged outdoor adventure center. There, customers can hike, kayak, or go seagull watching at nearby Cisco Bay. This is an example of

Experimental retailing

Which of the following statements about advertising is correct?

In addition to businesses, advertising is used by many types of organizations

What are the three main types of off-price retailers?

Independents, factory outlets, and warehouse clubs

A discount score (Target, Kohl's) sells standard merchandise at lower prices. To do this, discount stores accept which of the following two conditions?

Lower margins and selling higher volume

Which of the following statements about retailer marketing decisions is correct?

Many retailers identify three critical factors for retail success: location, location, location

Which of the following are the largest group of wholesalers, accounting for roughly 50 percent of all wholesaling?

Merchant wholesalers

Which of the following statements regarding retailer pricing decisions is correct?

Most retailers seek either high markups on lower volume or low markups on higher volume

Which of the following statements about setting an advertising budget is correct?

New products typically need relatively large advertising budgets to build awareness & gain customer support

Retailers must decide on which three major product variables?

Product assortment, services mix, and store atmosphere

The public relations function of _________ is used to build and maintain natoinal or local community relationships.

Public affairs

_______ consists of activities designed to engage and build good relations with the company's various publics

Public relations

_______ involves focusing the entire marketing process toward turning customers into buyers as they approach the point of sale

Shopper marketing

Which execution style shows one or more "typical" people using the product in a normal setting?

Slice of life

Which type of retailer carries narrow product lines with deep assortments within those lines?

Specialty stores

What is media impact?

The qualitative value of exposure to a message

One recent retailing trend resulting from economic conditions is___________

Tighter consumer spending

What is the intent of advertainment?

To make ads and brand content into something that people actually want to watch

Which wholesaler channel function helps reduce inventory holding costs?

Warehousing

Which of the following statements regarding wholesaling is correct?

Wholesalers must make decisions regarding their marketing mix

Annual reports, brochures, articles are all what types of PR tool?

Written materials

Recently, superstores that are actually giant specialty stores, such as Petco and Home Depot, have seen tremendous growth. These types of superstores are called

category killers

Regardless of the size of the budget, to succeed, advertising must engage consumers and

communicate well

A cluster between 15 and 50 retail stores that usually contains a branch of a department store or variety store, a supermarket, specialty stores, professional offices, and (sometimes) a bank is a ________

community shopping center

Which type of advertising is heavily used for new product category introductions?

informative

Retailing today requires ___________, which means creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping

omni-channel retailing

What is the first decision advertisers need to make when developing an advertising program?

setting advertising objectives

*In​ 2001, Apple opened its first Apple stores in the United States. These stores were owned and operated by Apple. This is an example of which type of vertical marketing system​ (VMS)?* A. Contractual B. Conventional C. Administered D. Franchise E. Corporate

E. Corporate

*Procter​ & Gamble organizes its sales reps into​ teams, and each team is assigned to a major account​ (such as Safeway or​ Walmart). Which type of sales force structure is​ P&G using in this​ example?* A. Territorial B. Complex C. Simple D. Product E. Customer

E. Customer

*During a sales​ presentation, which of the following would best fit a relationship marketing​ approach?* A. Use​ hard-sell tactics. B. ​Razzle-dazzle the customer. C. Focus the presentation on​ glad-handing. D. Convince the customer of the​ product's superiority. E. Tell a value story.

E. Tell a value story.

*One key function of channel members is​ __________, which involves shaping offers to meet the​ buyer's needs, including activities such as​ manufacturing, grading,​ assembling, and packaging.* A. promotion B. risk taking C. negotiating D. contact E. matching

E. matching

*The length of a channel is determined by​ __________.* A. the number of final consumers B. the number of retailers in the channel C. the number of producers D. the number of wholesalers in the channel E. the number of intermediary levels

E. the number of intermediary levels

*Helping salespeople to "work smart" by doing the right things in the right ways is the goal of​ __________, whereas getting them to work hard is the goal of​ __________.* A. ​recruitment; training B. ​selection; compensation C. ​training; motivation D. ​motivation; supervision E. ​supervision; motivation

E. ​supervision; motivation

Which of the following statements regarding green retailing is correct?

Green retailing initiatives extend to helping consumers be more environmentally responsible

Retailers need to differentiate and position their store and make decisions regarding their retail marketing mix. Before making those decisions, retailers must first _________

Segment and define their target market

What are the four brand characteristics used to classify retail stores?

Service, product lines, price, and organization

Which type of advertising is important for mature, established brands?

Reminder

Increasingly, different types of retailers now sell the same products at the same prices to the same consumers. The trend is called ________

Retail convergence

*Which of the following would NOT be a consideration for decision making in designing the full sales promotion​ program?* A. How to set it apart from other promotion mix elements B. The length of the promotion C. The size of the promotion D. How to promote the promotion E. Conditions for participation

A. How to set it apart from other promotion mix elements

​*__________ identifies qualified potential customers and is the first step of the personal selling process.* A. Prospecting B. Preapproach C. ​Follow-up D. Closing E. Approach

A. Prospecting

*One study found that the best salespersons have four traits in​ common: intrinsic​ motivation, a disciplined work​ style, the ability to close a​ sale, and the ability to build relationships with customers. Knowing this would be most useful at which stage of sales force​ management?* A. Recruiting and selecting salespeople B. Training salespeople C. Compensating salespeople D. Setting sales force size E. Evaluating salespeople

A. Recruiting and selecting salespeople

*CVS pharmacy stores have recently stopped selling cigarettes. For cigarette​ manufacturers, this highlights the challenge of​ __________ channel members.* A. selecting B. compensating C. motivating D. rewarding E. evaluating

A. selecting

*When setting channel​ objectives, companies should state the objectives in terms of​ __________.* A. targeted levels of customer service B. ​competitor's objectives C. expected profitability D. the length of the channel E. exclusive distribution arrangements

A. targeted levels of customer service

*The​ company, suppliers,​ distributors, and customers who open "partner" with one another to improve the performance of the entire system make up the​ __________.* A. value delivery network B. upstream network C. supply chain network D. downstream network E. marketing channel network

A. value delivery network

*Using​ __________, the customer shares​ real-time data on sales and current inventory levels with the supplier. The supplier then takes full responsibility for managing inventories and deliveries.* A. ​vendor-managed inventory B. ​just-in-time logistics systems C. reverse logistics D. RFID E. piggybacking

A. ​vendor-managed inventory

*Which of the following is a reason that producers use marketing channels and channel​ intermediaries?* A. The reduced costs of using channel intermediaries offsets the inefficiencies of marketing channels. B. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers. C. Using channel intermediaries increases the number of contacts with customers. D. Using marketing channels allows producers to retain full control over how and to whom they sell their products. E. Marketing channel decisions require only a​ short-term commitment.

B. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.

*According to the​ text, what is the​ fastest-growing sales trend​ today?* A. Using a field based sales force B. Social selling C. The use of sales quotas D. ​e-learning E. ​Commission-based compensation plans

B. Social selling

*Which of the following statements regarding marketing logistics is​ correct?* A. Marketing logistics handle only outbound logistics. B. The goal of marketing logistics should be to provide a targeted level of customer service at the least cost. C. The goal of marketing logistics is to maximize sales. D. Sustainability is not relevant to marketing channel logistics and the supply chain. E. It is important for companies to improve logistics even though logistics are not a source of competitive advantage.

B. The goal of marketing logistics should be to provide a targeted level of customer service at the least cost.

*Which of the following statements regarding marketing channel behavior and design is​ correct?* A. Distribution channels are nothing more than simple collections of firms tied together by various flows. B. The success of individual channel members depends on the overall​ channel's success. C. Vertical marketing systems lack leadership and​ power, often resulting in damaging conflict and poor channel performance. D. A conventional distribution channel consists of one or more independent​ producers, wholesalers, and retailers acting as a unified system. E. Conflicts rarely occur in marketing distribution channels.

B. The success of individual channel members depends on the overall​ channel's success.

*Walmart has a lot of power and exerts strong influence on the suppliers they buy from. This channel power is an example of​ a(n) __________ vertical marketing system​ (VMS).* A. contractual B. administered C. corporate D. franchise E. conventional

B. administered

*The concept of​ salesperson-owned loyalty means that​ __________.* A. customers make a clear distinction between the company and the salesperson B. customers become loyal to salespeople as well as the companies they represent C. salespersons are only loyal if they are well compensated for their efforts D. companies must earn the loyalty of their salespersons E. salespersons are no longer loyal to their companies

B. customers become loyal to salespeople as well as the companies they represent

*Due to changes in​ technology, a recent trend is for product or service producers to cut out intermediaries and go directly to final buyers. This is one form of​ __________.* A. channel dissolution B. disintermediation C. channel distress D. disengagement E. a vertical marketing system

B. disintermediation

*Sales​ reports, call​ reports, and expense reports are all used in the process of​ __________ salespeople.* A. selecting B. evaluating C. motivating D. training E. supervising

B. evaluating

*After the presentation and demonstration step in the sales​ process, a salesperson should next be prepared to​ __________.* A. approach qualified customers B. handle objections C. prospect the customer D. ​follow-up with the customer E. immediately close the sale

B. handle objections

*In complex selling​ situations, personal selling can be very effective because it is​ __________.* A. only used for face to face customer interactions B. interpersonal C. designed to reach large groups of consumers D. impersonal E. a generic approach

B. interpersonal

*Companies now use​ __________ and supply chain management software to help​ recruit, train,​ organize, manage,​ motivate, and evaluate channel partners.* A. logistics B. partner relationship management C. customer relationship management D. distribution centers E. channel management

B. partner relationship management

One new technology being adopted by retailers is __________. For example, when opted-in customers enter a store, a signal wakes up an app on their smartphone or tablet, which welcomes them and alerts them to location- specific rewards and personalized product recommendations within the store.

Beacon technology

*What are the four elements of a compensation plan for​ salespeople?* A. A fixed​ amount, a variable​ amount, expenses, and commission B. A fixed​ amount, a variable​ amount, salary, and commission C. A fixed​ amount, a variable​ amount, expenses, and fringe benefits D. A fixed​ amount, a variable​ amount, expenses, and salary E. A fixed​ amount, a variable​ amount, stock​ ownership, and fringe benefits

C. A fixed​ amount, a variable​ amount, expenses, and fringe benefits

*Which of the following statements is correct regarding the functions channel members​ perform?* A. Manufacturers can decrease costs by taking on more channel functions. B. Channel members do not get involved in financing—in other​ words, the acquisition and use of funds to cover the costs of the channel work. C. Channel members create greater efficiencies than manufacturers could achieve on their own. D. Channel members fulfill a variety of​ functions, but in doing so do not take any risks. E. Finding and engaging customers and potential buyers is not a function performed by channel members.

C. Channel members create greater efficiencies than manufacturers could achieve on their own.

*Which of the following is an objective for trade​ promotions?* A. Boosting consumer brand involvement B. Generating business leads C. Getting retailers to carry new items and more inventory D. Urging​ short-term customer buying E. Motivating salespeople

C. Getting retailers to carry new items and more inventory

*Many manufacturers have to pay retailers to get shelf space. This is an example of which type of​ promotion?* A. An allowance B. A POP promotion C. Push money D. A premium E. Specialty advertising

C. Push money

*Which of the following statements is true regarding​ salespeople?* A. Salespeople do not play a role in solving customer problems. B. Salespeople must be fast talkers. C. The best salespeople are the ones who work closely with customers for mutual gain. D. Most salespeople lack common sense and social skills. E. Salespeople are not well educated.

C. The best salespeople are the ones who work closely with customers for mutual gain.

*One consumer promotion tool is​ __________, which are goods offered free or at a low cost as an incentive to buy a product.* A. ​point-of-purchase promotions B. rebates C. premiums D. advertising specialties E. coupons

C. premiums

*What are the four major functions of​ logistics?* A. ​Warehousing, inventory​ management, retailing, and logistics information management B. Inventory​ management, transportation,​ shipping, and warehousing C. ​Warehousing, inventory​ management, transportation, and logistics information​ management D. ​Warehousing, inventory​ management, transportation, and​ retailing E. ​Retailing, inventory​ management, transportation, and logistics information​ management

C. ​Warehousing, inventory​ management, transportation, and logistics information​ management

When a company directly or indirectly compares the brand with one or more other brands in an advertisement, it is?

Comparative advertising

*What does the process of designing marketing channels start​ with?* A. Evaluating major channel alternatives B. Identifying the types of intermediaries to use C. Setting channel objectives D. Analyzing consumer needs E. Identifying the number of intermediaries to use

D. Analyzing consumer needs

*Which of the following statements regarding marketing channel design is​ correct?* A. Marketers should always maximize the number of intermediaries used in a channel. B. In global​ markets, channel systems are the same in different countries. C. Channel objectives should be set in terms of profitability. D. Channel alternatives should be evaluated against​ economic, control, and adaptability criteria. E. It is important to let the responsibilities of channel members evolve as their relationship develops.

D. Channel alternatives should be evaluated against​ economic, control, and adaptability criteria.

*Which of the following statements regarding international distribution channels is​ correct?* A. Rural China now has a​ centralized, adequate distribution system. B. Global marketers find that it is unnecessary to adapt their channel strategies in different countries. C. Distribution systems do not vary widely from country to country. D. Due to logistics costs in​ China, the majority of companies can only access affluent areas of major cities. E. For Western​ companies, India's distribution system is easy to navigate.

D. Due to logistics costs in​ China, the majority of companies can only access affluent areas of major cities.

*Which of the following is an objective for business​ promotions?* A. Urging​ short-term customer buying B. Getting more support for the sales force C. Getting more shelf space from retailers D. Generating business leads E. Getting retailers to buy ahead

D. Generating business leads

*What is the focus of the selling​ process?* A. Creating sales reports B. Building​ long-term relationships with customers C. Maintaining existing accounts D. Getting new customers E. Managing expense accounts

D. Getting new customers

*Which of the following statements about personal selling is​ correct?* A. Personal selling is the nonpersonal arm of the promotional mix. B. Salespeople represent the company to​ customers, but they do not represent customers to the company. C. Personal selling is a fairly new profession. D. Many customers are unable to distinguish the salesperson from the company. E. The role of personal selling is very consistent from company to company.

D. Many customers are unable to distinguish the salesperson from the company.

*Once the company has set its​ structure, what is the next strategic decision it​ faces?* A. Evaluating salespeople B. Training salespeople C. Recruiting and selecting salespeople D. Sizing the sales force E. Compensating salespeople

D. Sizing the sales force

*Some companies still treat sales and marketing as separate functions. One effect this can have is to​ __________.* A. improve the​ company's performance B. improve the relationships between the two departments C. improve coordination between the two departments D. damage customer relationships E. allow marketing to be more in touch with customers

D. damage customer relationships

*Some sellers require that dealers not handle​ competitor's products. This strategy is called​ __________.* A. a tying agreement B. exclusive distribution C. intensive distribution D. exclusive dealing E. ​full-line forcing

D. exclusive dealing

*Cross-functional teamwork within the​ company, building logistics​ partnerships, and third party logistics are all important elements of​ __________.* A. multimodal transportation B. sustainable supply chains C. reverse logistics D. integrated logistics management E. supply chain management

D. integrated logistics management

*Firms producing consumer​ electronics, furniture, and home appliance brands typically distribute their products​ __________.* A. through value added resellers B. through franchises C. intensively D. selectively E. exclusively

D. selectively

*After the company has defined its channel​ objectives, it should next identify its major channel alternatives in terms of the types of​ intermediaries, the number of​ intermediaries, and​ __________.* A. the length of the channel B. consumer needs C. economic criteria D. the responsibilities of channel members E. whether to use intensive or exclusive distribution

D. the responsibilities of channel members

*Which of the following tools can be used as both consumer and trade​ promotions?* A. Push​ money, off-list​ discounts, and allowances B. ​Coupons, contests, and premiums C. ​Premiums, displays, and allowances D. ​Contests, premiums, and displays E. ​Contests, premiums, and push money

D. ​Contests, premiums, and displays

​*__________ is a practice whereby a producer agrees to sell a brand to a dealer only if the dealer agrees to sell some or all of the rest of its line.* A. Exclusive distribution B. An exclusive territorial agreement C. Intensive distribution D. ​Full-line forcing E. Exclusive dealing

D. ​Full-line forcing

*Which of the following statements regarding a​ just-in-time logistics system is​ correct?* A. ​Just-in-time logistics systems ensure that new stock arrives at least one week before it is needed. B. ​Just-in-time logistics systems allow producers and retailer to carry large amounts of inventory. C. ​Just-in-time logistics systems eliminate the need for forecasting. D. ​Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations. E. ​Just-in-time logistics systems greatly increase​ inventory-carrying and​ inventory-handling costs.

D. ​Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations.

Advertising objectives can be classified based on three primary purposes. What are they

Inform, persuade, remind

Which of the following is a recent trend in wholesaling?

Less distinction between large retailers and large wholesalers