Ch 11 Questions, Ch 12 Questions, Ch 13 Questions, Chapter 15 Questions

The cognitive step of the AIDA model is __________________________. A. Attention B. Interest C. Desire D. Remembering action E. Advertising

A. Attention

To ensure that inventories of both raw materials and finished goods are sufficient to meet customer demand without undue delay, firms utilize sophisticated ________________. A. Just-in-time (JIT) inventory control systems B. Materials requirement planning (MRP) C. Exclusive dealing D. Exclusive territory E. Tying contract

A. Just-in-time (JIT) inventory control systems

The _____________ is the distortion or interference that can occur at any stage of a communication process. A. Noise B. Sender C. Message D. Spokesperson E. Media

A. Noise

______ measures the percentage of individuals in a defined target market who are exposed to an ad during a specified time period. A. Reach B. Frequency C. Relevancy D. Impact E. Noise

A. Reach

__________ take title to the product. A. Channel distributions B. Merchant intermediaries C. Agent intermediaries D. Direct channels E. Indirect channels

B. Merchant intermediaries

A typical challenge for marketers in the final stage of the communication process is _______________, which concerns the interpretation by receivers based on their own inherent backgrounds and biases. A. Reach B. Selective perception C. Purchase D. Feedback E. Subliminal perception

B. Selective perception

Customers can quickly and easily become bored with any given advertising campaign, a concept referred to as _____. A. Advertising response function B. Advertising informing C. Advertising wearout D. Advertising persuading E. Advertising boredom

C. Advertising wearout

_________ is a site's ability to enable transactions. A. Connections B. Community C. Commerce D. Communication E. Content

C. Commerce

Keisha is in charge of overseeing the flow of activities among several entities for Walmart. Her main objective is to coordinate these value-adding activities in a way that adds value. She is in charge of _______________. A. Physical distribution B. Supply chain C. Supply chain management D. Breaking bulk E. Accumulating bulk

C. Supply chain management

A marketing manager wants to efficiently reach large numbers of customers and he is not concerned about production costs. Based on the manager's consideration, ____________ will be the most appropriate promotional form. A. Sales promotion B. Public relations C. Personal selling D. Advertising E. Direct marketing and interactive marketing

D. Advertising

________ is the way an advertising communicates the information and image. A. Advertising reach B. Advertising frequency C. Advertising wearout D. Advertising execution E. Advertising application

D. Advertising execution

At attention stage, ________ is(are) the most appropriate promotional form(s). A. Advertising B. Public relations C. Personal selling D. Both advertising and public relations E. Advertising, Public relations, and Personal selling

D. Both advertising and public relations

Pioneering advertising tends to be used during the ______ stage of the PLC. A. Introductory B. Growth C. Maturity D. Both introductory and growth E. Introductory, growth, and maturity

D. Both introductory and growth

The goal of the ________________ is to share resources, especially remembering-based resources, to effect optimally profitable relationships between two channel members. A. Lieutenant B. Retailer cooperative C. Wholesaler cooperative D. Channel captain E. Partner relationship management (PRM) strategies

E. Partner relationship management (PRM) strategies

At interest stage, ________ is(are) the least appropriate promotional form(s). A. Advertising B. Public relations C. Sales promotion D. Direct marketing and interactive marketing E. Personal selling

E. Personal selling

Ultimately, ________________ can occur in which channel members experience disagreements and their relationship can become strained or fall apart. A. Channel power B. Channel conflict C. Expert power D. Reward power E. Coercive power

B. Channel conflict

In ________, two or more brands are directly compared against each other on certain attributes. A. Pioneering advertising B. Comparative advertising C. Competitive advertising D. Institutional advertising E. All of these

B. Comparative advertising

____________________ is an interactive marketing system that uses one or more advertising media to affect a measurable response and/or traction at any location. A. Public relations B. Direct marketing C. Interactive marketing D. Sales promotion E. Personal selling

B. Direct marketing

A marketing manager wants to build a strong relationship with the customers and to customize message without high costs. He understands that relationship building and message customization would require constant updating the database due to the reliance on CRM. Based on the manager's consideration, ____________ will be the most appropriate promotional form. A. Personal selling B. Direct marketing and interactive marketing C. Sales promotion D. Advertising E. Public relations

B. Direct marketing and interactive marketing

Through the _______________ the sender translates an idea to be communicated into a symbolic message consisting of words, pictures, numbers, and gestures in preparation for transmittal to a receiver. A. Decoding B. Encoding C. Noise D. Distortion E. Message

B. Encoding

Voss water deals only with a single wholesaler in every state. The wholesaler has to deal with specific hotels and restaurants. Voss employs a(n) ______________ strategy. A. Selective distribution B. Exclusive distribution C. Push D. Pull E. Shelf fee

B. Exclusive distribution

_______________ is often part of an overall positioning strategy built on prestige, scarcity, and premium pricing. A. Selective distribution B. Exclusive distribution C. Widespread distribution D. Convenience distribution E. Intensive distribution

B. Exclusive distribution

______ measures the average number of times a person in the target market is exposed to the message. A. Reach B. Frequency C. Relevancy D. Impact E. Noise

B. Frequency

The ____ the reach, the _____ the overall advertising campaign will be. A. Greater; less expensive B. Greater; more expensive C. There is no relationship between reach and the cost of an advertising campaign D. The relationship between reach and the cost of an advertising campaign depends on many factors E. None of these

B. Greater; more expensive

In the __________ stage, advertising tends to increase and eventually peaks. A. Introduction B. Growth C. Maturity D. Decline E. None of these

B. Growth

______ gains attention and interest through humorous portrayal. For example, Budweiser's famous frogs are not soon forgotten. A. Mood/affect B. Humor C. Slice of life D. Demonstration E. Lifestyle

B. Humor

_________________ refers to sourcing materials and knowledge inputs from external suppliers to the point at which production begins. A. Outbound logistics B. Inbound logistics C. Reverse logistics D. Order processing E. Enterprise resource planning (ERP) systems

B. Inbound logistics

When the objective is to obtain maximum product exposure throughout the channel, a(n) ________________ strategy is designed to saturate every possible intermediary and especially retailers. A. Distribution intensity B. Intensive distribution C. Channel length D. Logistics E. Shopping goods supply

B. Intensive distribution

In a push strategy ________________________. A. The focus is on end users B. Members of the channel are targeted for promotion C. Members typically rely on advertising D. End users drive the distribution of the new product E. All of these

B. Members of the channel are targeted for promotion

At the action stage, ________ is(are) the least appropriate promotional form(s). A. Sales promotion B. Public relations C. Personal selling D. Advertising E. Direct marketing and interactive marketing

B. Public relations

A ____________ appeal centers on benefits an offering can provide to a customer. A. Fantasy B. Rational C. Desire D. Lifestyle E. Slice of life

B. Rational

Introducing one intermediary into a channel can contribute to greatly _______________ that are necessary to complete an exchange. A. Creating assortments B. Reducing transactions C. Transportation and storage functions D. Facilitating functions E. Disintermediation

B. Reducing transactions

By combining efforts, ____________ gain advantages through enhanced buying and distribution power, which allow them to better compete with supermarket chains than if the stores were buying separately. A. Franchise organizations B. Retailer cooperatives C. Wholesaler cooperatives D. Channel captains E. Partner relationship management (PRM) strategies

B. Retailer cooperatives

The motivating force for suppliers to work with large chain stores is that the stores can offer huge ______________ in the form of writing big orders. A. Coercive power B. Reward power C. Expert power D. Referent power E. Legitimate power

B. Reward power

____________ consists of vertically aligned networks behaving and performing as a unified system. A. Insourcing B. Vertical marketing system (VMS) C. Corporate VMS D. Contractual VMS E. Administered VMS

B. Vertical marketing system (VMS)

Blogs and company bulletin boards encourage a sense of _____ that enhances the customer's company and product experience. A. Customization B. Connection C. Community D. Commerce E. Context

C. Community

(n) ________________ creates a powerful competitive advantage in the marketplace due to cost and process efficiencies realized when a channel is strictly controlled by one entity. A. Insourcing arrangement B. Vertical marketing system (VMS) C. Corporate VMS D. Contractual VMS E. Administered VMS

C. Corporate VMS

In ________________ a channel member has invested in backward or forward vertical integration by buying a controlling interest in other intermediaries. A. Insourcing arrangement B. Vertical marketing system (VMS) C. Corporate VMS D. Contractual VMS E. Administered VMS

C. Corporate VMS

Nadia works for a major soda distributor. Recently the company has begun to discuss buying a transportation company to move its product from its own manufacturing facility to the consumer. This is an example of _______________. A. Insourcing B. Vertical marketing system (VMS) C. Corporate VMS D. Contractual VMS E. Administered VMS

C. Corporate VMS

At the stage of ________, salespeople and customized direct and interactive marketing enter the promotion mix. Messages are altered to influence customers to feel that they simply can't do without the item. A. Attention B. Interest C. Desire D. Decision E. Action

C. Desire

Promotion feeds _______________ through strong persuasive communication. A. Attention B. Interest C. Desire D. Action E. Advertise

C. Desire

_____________________ is not one of the four types of promotional budgets. A. Objective-and-task method B. Percent-of-sales method C. Desire and action method D. Comparative parity method E. All-you-can-afford method

C. Desire and action method

___________________ is an interactive marketing system that uses one or more advertising media to affect a measurable response and/or transaction at any location. A. Advertising B. Sales promotion C. Direct marketing D. Public relations E. Personal selling

C. Direct marketing

Little kids and puppy dogs help execute a(n) _________________ appeal. A. Fantasy B. Rational C. Emotional D. Lifestyle E. Slice of life

C. Emotional

When a supplier creates a restrictive agreement that prohibits intermediaries that handle its product from selling competing firms' products, _______________ has occurred. A. Just-in-time (JIT) inventory control system B. Materials requirement planning (MRP) C. Exclusive dealing D. Exclusive territory E. Tying contract

C. Exclusive dealing

_____________ is a strategic approach to communicating the brand and company message to targeted customers in ways that are clear, concise, and consistent and yet are customizable as needed to maximize the impact on a particular audience. A. Buzz marketing B. Promotional campaign C. Integrated marketing communications D. Media buying E. Sales promotion

C. Integrated marketing communications

___________________ is the application of marketing concepts and strategies inside an organization. A. Direct marketing B. Personal selling C. Internal marketing D. Integrated marketing communications E. Publicity

C. Internal marketing

A coupon or special offer would contribute to the goal to _______________. A. Interest B. Remind C. Persuade D. Inform E. Action

C. Persuade

From an AIDA model perspective, ______ seek(s) to gain awareness and initial interest. A. Competitive advertising B. Comparative advertising C. Pioneering advertising D. Both competitive advertising and comparative advertising E. Both competitive advertising and pioneering advertising

C. Pioneering advertising

____________ implies that many of the promotional activities take place from the manufacturer downward through the channel of distribution. A. Selective distribution B. Exclusive distribution C. Push strategy D. Pull strategy E. Intensive distribution

C. Push strategy

Coke intends to maintain a customer relationship with its brand. It is trying to achieve the goal of _________ in promotion. A. Inform B. Persuade C. Remind D. Both inform and persuade E. Both persuade and remind

C. Remind

XYZ Office Supplies offers customers a $0.50 coupon for turning in their empty printer cartridges. XYZ collects the cartridges and then returns them to the producer for recycling. This is an example of __________. A. Outbound logistics B. Inbound logistics C. Reverse logistics D. Order processing E. Enterprise resource planning (ERP) systems

C. Reverse logistics

______ portrays regular people in everyday settings. For example, the college student doing laundry with Tide in the Laundromat. A. Mood/affect B. Humor C. Slice of life D. Demonstration E. Lifestyle

C. Slice of life

Producers make money by pushing finished goods out the door and into the channel of distribution. As such, the most commonly provided channel intermediary activities are _______________. A. Creating assortments B. Reducing transactions C. Transportation and storage functions D. Facilitating functions E. Disintermediation

C. Transportation and storage functions

XYZ is a Cleveland-based wholesaler that retailers contract for varying degrees of exclusive dealings with a particular wholesaler. XYZ is an example of a ________________. A. Franchise organization B. Retailer cooperative C. Wholesaler cooperative D. Channel captain E. Partner relationship management (PRM) strategy

C. Wholesaler cooperative

Comparative advertising works well when _____________. A. You are No.1 in a product category B. You are competing with a lower brand C. You are not No.1 in a product category D. Your brand is the leading brand E. Consumers perceive that you are on the defensive when in reality you are not

C. You are not No.1 in a product category

A push strategy usually relies on ____________ directed toward channel members. A. Personal selling B. Sales promotion C. Advertising D. Both personal selling and sales promotion E. Personal selling, Sales promotion, and Advertising

D. Both personal selling and sales promotion

In a push strategy, the focus is on ______________. A. The channel of distribution B. Getting the offering into the channel C. Stimulating demand for an offering directly from the end user D. Both the channel of distribution and getting the offering into the channel E. The channel of distribution, Getting the offering into the channel, and Stimulating demand for an offering directly from the end user

D. Both the channel of distribution and getting the offering into the channel

Promotion mix decisions are dependent on ___________________________. A. The nature of the offering B. The stage of the offering in the product life cycle C. The price of the product D. Both the nature of the offering and the stage of the offering in the product life cycle E. All of these

D. Both the nature of the offering and the stage of the offering in the product life cycle

XYZ intermediary works with large consumer product manufacturers as well as small local retailers. The company buys large quantities of products from the manufacturers and sells them in smaller quantities to retailers. XYZ is performing the distribution function of _________________. A. Physical distribution B. Supply chain C. Supply chain management D. Breaking bulk E. Accumulating bulk

D. Breaking bulk

___________ is not a source of channel power. A. Reward power B. Referent power C. Legitimate power D. Consumer power E. Expert power

D. Consumer power

A ________________ has no intermediaries and operates strictly from producer to end-user consumer or business user. A. Channel distribution B. Merchant intermediary C. Agent intermediary D. Direct channel E. Indirect channel

D. Direct channel

____________ are appropriate for intensive distribution, as their sales rely on the consumer seeing the product, feeling an immediate want, and being able to purchase now. A. High-technology goods B. Durable goods C. Convenience goods D. Impulse goods E. Shopping goods

D. Impulse goods

The goal of ________________ is to promote an industry, company, family of brands, or some other issues broader than a specific product. A. Product advertising B. Pioneering advertising C. Competitive advertising D. Institutional advertising E. Comparative advertising

D. Institutional advertising

___________ is a strength of direct marketing and interactive marketing in the promotion mix. A. Great creative flexibility B. Ability to stimulate purchase directly through incentive to buy C. Unpaid communication seen as more credible than paid forms D. Message customization without high costs of personal selling E. All of these

D. Message customization without high costs of personal selling

A marketing manager wants to have a strong two-way communication of ideas with customers and he considers it to be very important to directly ease customer confusion and persuade purchase. He does not care much about whether the cost per customer contact will be expensive. Based on the manager's consideration, ____________ will be the most appropriate promotional form. A. Advertising B. Sales promotion C. Public relations D. Personal selling E. Direct marketing

D. Personal selling

A manufacturer employing a(n) ________________ focuses much of its promotional investment on the end-user consumer. A. Selective distribution B. Exclusive distribution C. Push strategy D. Pull strategy E. Shelf fee

D. Pull strategy

Famous Al's purchases different fruits from local farmers and then sells them to local restaurants and retailers. If the fruits rot before Al sells them he takes the loss. As an intermediary, Famous Al's is performing the function of ________________. A. Financing B. Market research C. Buying D. Risk-taking E. None of these

D. Risk-taking

A marketing manager wants to stimulate purchase directly through incentive to buy and is not too concerned about customers continually waiting for the next coupon or rebate. Based on the manager's consideration, ____________ will be the most appropriate promotional form. A. Public relations B. Advertising C. Personal selling D. Sales promotion E. Direct marketing and interactive marketing

D. Sales promotion

Good Egg Co. buys eggs from local farmers, sorts them into different grades, and then packages them to sell to larger grocers. Good Egg Co. is performing the distribution function of ______________. A. Physical distribution B. Supply chain C. Supply chain management D. Breaking bulk E. Accumulating bulk

E. Accumulating bulk

In a(n) ________________, the sheer size and power of one of the channel members places it in a position of channel control. A. Insourcing arrangement B. Vertical marketing system (VMS) C. Corporate VMS D. Contractual VMS E. Administered VMS

E. Administered VMS

It is possible that a(n) ________________ can be more formally structured through strategic alliances and partnership agreements among channel members that agree to work in mutual cooperation. An example of this is the relationship between Walmart and Procter & Gamble. A. Insourcing arrangement B. Vertical marketing system (VMS) C. Corporate VMS D. Contractual VMS E. Administered VMS

E. Administered VMS

The role of retailing is to _________________. A. Offer variety to customers B. Separate large product volume into consumer purchase quantities C. Maintain inventory levels D. Make additional services available E. All of these

E. All of these

Institutional advertising is often used to ____. A. Inform B. Persuade C. Remind D. Both inform and persuade E. Both inform and remind

E. Both inform and remind

IMC is different from traditional promotion mix strategy in a way that IMC _____________. A. Has the elements developed separately B. Is fully customized to different customer groups C. Is a holistic and interrelated decision process D. Both has the elements developed separately and is fully customized to different customer groups E. Both is fully customized to different customer groups and is a holistic and interrelated decision process

E. Both is fully customized to different customer groups and is a holistic and interrelated decision process

One example of a push strategy is _______________. A. Couponing B. Consumer rebates C. Sales contests D. Paying a slotting allowance E. Both sales contests and paying a slotting allowance

E. Both sales contests and paying a slotting allowance

___________________ is a software application designed to integrate information related to logistics processes throughout the organization. A. Outbound logistics system B. Information technology C. AIMS D. Value chain supply system (VCSS) E. Enterprise resource planning (ERP) system

E. Enterprise resource planning (ERP) system

Unresolved channel conflict can result not only in an uncooperative and inefficient channel, but it can also ultimately impact end-user consumers through ________________. A. Inferior products B. Spotty inventory C. Higher prices D. Both inferior products and spotty inventory E. Inferior products, Spotty inventory, and Higher prices

E. Inferior products, Spotty inventory, and Higher prices

Goals for promotion include _______. A. Inform B. Remind C. Persuade D. Both Inform and Persuade E. Inform, Remind, and Persuade

E. Inform, Remind, and Persuade

Distribution strategies can be __________________. A. Intensive B. Selective C. Exclusive D. Both intensive and exclusive E. Intensive, Selective, and Exclusive

E. Intensive, Selective, and Exclusive

In deciding on the right balance between control and flexibility in a channel, marketing managers must consider all of the following except _______________. A. The type of products involved B. Cost issues among the various options C. Strength of belief in the accuracy of the sales forecast D. Likelihood that major changes will occur in the customer or competitive marketplace that would necessitate restructuring the channel E. None of these

E. None of these

Jenn has recently decided to take a value network approach to create a competitive advantage over her competitors. She is trying this because ___________________. A. She frees up internal resources B. Her firm can be more nimble in addressing external uncontrollable opportunities and threats C. She has an advantage over firms that have high costs associated with performing many of the value chain functions D. Both she frees up internal resources and she has an advantage over firms that have high costs associated with performing many of the value chain functions E. She frees up internal resources, Her firm can be more nimble in addressing external uncontrollable opportunities and threats, and She has an advantage over firms that have high costs associated with performing many of the value chain functions

E. She frees up internal resources, Her firm can be more nimble in addressing external uncontrollable opportunities and threats, and She has an advantage over firms that have high costs associated with performing many of the value chain functions

Consumers engage in limited search for items like fashion clothing, home furnishings, and appliances. These are examples of ______________ goods. A. High-technology goods B. Durable goods C. Convenience goods D. Impulse goods E. Shopping goods

E. Shopping goods

__________________ is a marketing phenomenon that facilitates and encourages people to pass along a marketing message. A. Geo-location marketing B. Online communities C. Online advertising D. Buzz marketing E. Viral marketing

E. Viral marketing

___________ uses media to deliver the message. A. Advertising B. Personal selling C. Direct marketing D. Interactive marketing E. All of these use media

A. Advertising

A channel of distribution consists of interdependent entities that are ___________________. A. Aligned for the purpose of transferring possession of a product from producer to consumer or business user B. Aligned for the purpose of creating cost efficiencies only C. Interconnected to perform manufacturing before a transporter takes the finished product D. Working together to develop new products E. None of these

A. Aligned for the purpose of transferring possession of a product from producer to consumer or business user

______________ is the degree to which any member of a marketing channel can exercise influence over the other members of the channel. A. Channel power B. Channel conflict C. Expert power D. Reward power E. Coercive power

A. Channel power

______________ involves an explicit or implicit threat that a channel captain will invoke negative consequences on a channel member if it does not comply with the leader's request or expectations. A. Coercive power B. Reward power C. Expert power D. Referent power E. Legitimate power

A. Coercive power

_________ is the way a site enables two-way communications between user and site. A. Communication B. Community C. Customization D. Context E. Connections

A. Communication

_______ is the various ways a site enables user-to-user communications. A. Community B. Customization C. Content D. Commerce E. Context

A. Community

The approach of _____ is heavily used during the growth and early maturity stages of the PLC. A. Competitive advertising B. Comparative advertising C. Pioneering advertising D. Both competitive advertising and comparative advertising E. Both competitive advertising and pioneering advertising

A. Competitive advertising

Intermediaries engage in ________________ when they accumulate products from several sources and then make those products available down the channel as a convenient assortment for consumers. A. Creating assortments B. Reducing transactions C. Transportation and storage functions D. Facilitating functions E. Disintermediation

A. Creating assortments

_____________ takes place when the receiver interprets the meaning of the message. A. Decoding B. Encoding C. Media buying D. Reach E. Noise

A. Decoding

The development of promotion mix strategies, or simply promotional strategies, involves decisions about _____________________. A. Elements in the promotion mix B. Acceptable ROI for the customer C. Price D. Product development E. All of these

A. Elements in the promotion mix

Before moving forward to develop a promotion mix for a brand-new product category, the marketing manager must ___________. A. Establish goals for the promotion B. Select the promotion mix C. Develop the message D. Prepare the budget E. Establish measures of results

A. Establish goals for the promotion

Entrepreneur magazine reports that ________________ remain the highest-potential start-up and growth mechanism for small-business owners, and are an effective way to expand a distribution channel quickly and efficiently. A. Franchise organizations B. Retailer cooperatives C. Wholesaler cooperatives D. Channel captains E. Partner relationship management (PRM) strategies

A. Franchise organizations

___________ is an Internet-driven relationship between companies, their brands, and customers. A. Interactive marketing B. Personal selling C. Direct marketing D. Advertising E. All of these

A. Interactive marketing

The ____________ method of promotion budgeting takes an investment approach in that goals are set for the upcoming year and then promotional dollars are budgeted to support the achievement of those goals. A. Objective-and-task method B. Percent-of-sales method C. Desire and action method D. Comparative parity method E. All-you-can-afford method

A. Objective-and-task method

_______________ is the process that starts with production and ends with the delivery of the final product. A. Outbound logistics B. Inbound logistics C. Reverse logistics D. Stock-out E. Enterprise resource planning (ERP) systems

A. Outbound logistics

A marketing manager believes that unpaid communication is seen as more credible than paid forms. Based on the manager's consideration, ____________ will be the most appropriate promotional form. A. Public relations B. Personal selling C. Direct marketing and interactive marketing D. Advertising E. Sales promotion

A. Public relations