CH 15,16,17,18,19 MKT 230

____________ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.

Advertising agencies

Which of the following is a full-service merchant wholesaler?

General merchandise wholesaler

What is the primary distinction between superstores and hypermarkets?

Hypermarkets are larger and have more types of products than superstores.

Alex is preparing the new strategic plan for a large retailer. Several aspects of the retailer are to be evaluated, in order to make plans and set goals. Of all the issues that Alex can select in developing the new strategic plan, which of the following is the least flexible?

Location

Newspaper ads for Blue Haven Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March, are examples of the following uses of promotion?

Reducing sales fluctuations

In franchising, which of the following is not a benefit that the franchiser gains?

The franchiser gains more control over how the franchisees operate the establishments.

Taylor works for a company that buys snacks such as chips, cookies, and candy in bulk from manufacturers. Taylor's company then repackages them and sells them to vending companies who have vending machines at government institutions. Taylor most likely works for a(an) ______________ , while the vending machine company is a(an) _____________ .

Wholesaler; retailer

The use of a pull policy may require heavy expenditures for

advertising and sales promotion.

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the year." This would be considered a(n)

advertising objective.

When a company promotes its position on a public issue, this is specifically referred to as _______ advertising.

advocacy

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they

are potentially harmful

An advertising platform is the

basic issue or selling point that an advertiser wishes to include in an advertising campaign.

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to

be both informal and conversational in tone.

When Sears promotes the benefits and strenghts of its Kenmore brand appliances, it is attempting to build Select one:

brand awareness.

Brands that are promoted through comparative advertising are most likely to be

brands that are attempting to compete with market leaders.

A major benefit of using event sponsorship is that it

can provide large amounts of free media coverage.

Michael's, PetSmart, and Staples are all examples of

category killers.

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using

cause-related marketing.

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called

channel capacity.

A sharing of meaning defines

communication.

Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) _____ be used to pretest the campaign.

consumer jury

Compared with other types of retailers, department stores compete mainly on the basis of

customer services.

Off-price retailers feature

deep discounts, few customer services, and central checkouts.

Primary demand is defined as

demand for a product category.

The three major types of nonstore retailing are

direct marketing, direct selling, and automatic vending.

Self-service, general merchandise stores such as Kmart are known as

discount stores.

By locating in the same general vicinity as other car dealerships, Hartfield Honda can

facilitate comparison shopping.

In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to

facilitate news coverage of the event.

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of

facilitating reseller support.

The receiver's response to a message is ______ for the source.

feedback

Disney decided to run its new commercials for all of its theme parks several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Disney is using a _________ schedule for its advertising.

flighting

the two main reasons for criticism of promotional activities are that promotion

has some flaws, and it pervades our daily lives

Kevin is talking with Peter about purchasing a Wendy's franchise. Peter tells Kevin that one of the major advantages of franchising for him to consider is the

higher success rate for franchises.

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications.

The limitations in using publicity-based public relations tools stem primarily from the fact that

media personnel control the content of the communication.

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)

media plan.

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sony's dinner preparation would be considered _____ in the communications process.

noise.

Tupperware, Sarah Coventry, Amway, and Avon sell products outside the confines of retail facilities. They are _______ retailers.

non-store

Manufacturers' agents offer products that are both

noncompeting and complementary.

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels?

objective-and-task

Shopping centers include

outlet, power, lifestyle, super regional, regional neighborhood, and community.

The target audience for an advertising campaign is the

people toward whom the advertisements are directed.

The major types of product advertising are

pioneer and competitive.

If a company calls a meeting to announce a major news event, this is known as a

press conference.

If the push policy is used in promoting a product, the firm

promotes only to the next marketing institution down the marketing channel.

To gain maximum benefit from promotional efforts, marketers must strive to

properly plan, implement, coordinate, and control communications.

When a salesperson varies the physical distance between himself and a customer he is using

proxemic communication.

Monroe works for NASCAR where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Monroe is most likely employed in __________ .

public relations.

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of

publicity.

Fiona is employed by Hallmark Cards, Inc., where her responsibilities include maintaining displays of greeting cards in drugstores and discount stores. Her daily activities include straightening the cards, pulling outdated or slow sellers, and installing new cards. Fiona is called a(n) __________ .

rack jobbers.

Identifying an unserved or underserved market segment and serving it through a strategy that is distinguished in the mind of the consumer is called

retail positioning.

Walmart, Macy's, Nordstrom's, and Toys "R" Us are examples of

retailers.

The management at Kohler, Inc., a manufacturer of sinks, tubs, and other plumbing products, thinks that there will soon be a major growth in home remodeling due to rising interest rates. The management decides to use ______________ in several key cities to provide support services for its sales force in those areas, carry inventory, and offer credit and other services to its retail plumbing customers.

sales agents

A consumer contest is an example of

sales promotion.

The identification of an advertisement's sponsor is the

signature.

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication

source.

A narrow product mix with a deep product line would most likely be carried by

specialty retailers.

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that _______ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.

television

The process of putting one's thoughts (meaning) into signs (symbols) is called

the coding process.

Carla is stopped by a researcher at a shopping mall and asked what was the last television commercial she remembers seeing. This is an example of a(n)

unaided recall test.