Chapter 13 Assignment

Which of the following described a part of the promotion mix that is a paid nonpersonal message communicated to a select audience through a mass medium? (a) Public relations (b) Advertising (c) Promotion (d) Personal selling

(b) Advertising

In the sales process, sales support personnel aid in selling but are more involved in locating prospects, educating customers, building goodwill for the firm, and providing follow-up services. Which of the following is NOT normally considered a common category of support personnel? (a) Technical salesperson (b) Creative salesperson (c) Trade salesperson (d) Missionary salesperson

(b) Creative salesperson

Frank's Furniture Imports, Inc. imports children's bedroom furniture from China and sells it wholesale to furniture retailers. What kind of wholesaler is this business? (a) Specialty-line wholesaler (b) Limited-line wholesaler (c) General-merchandise wholesaler (d) Brokered merchandise wholesaler

(b) Limited-line wholesaler

Which of the following is NOT a current goal of integrated marketing communications? (a) Send a consistent message (b) Mass-media advertising (c) Coordinating and management of promotions (d) Maximize information and persuasive impact to customers

(b) Mass-media advertising

Through each stage of the distribution process, products are normally moved from one point to another. Which of the following is concerned with reducing the number of times a product is handled? (a) Inventory management (b) Materials handling (c) Warehousing (d) Order processing

(b) Materials handling

There are many kinds of chain retail stores, which of the following is NOT usually considered a chain retailer? (a) Department stores (b) Pop-up stores (c) Warehouse showrooms (d) Discount stores

(b) Pop-up stores

Public relations is a broad set of communication activities used to create and maintain favorable relationships between an organization and various public groups, both internal and external to the company. Which of the following is the most used public relations tool? (a) Feature article (b) Event sponsorship (c) New release (d) Captioned photograph

(c) New release

Supply chain management is a long-term partnership among channel members working together to create a distribution system that reduces inefficiencies, costs, and redundancies, while creating a competitive advantage and satisfying customers. Which of the following is NOT a focus of supply chains? (a) Communication companies (b) Shipping companies (c) Users (d) Producers

(c) Users

Which of the following is NOT normally considered a type of advertising? (a) Primary-demand advertising (b) Instructional advertising (c) Selective-demand advertising (d) Direct advertising

(d) Direct advertising

Which of the following is NOT normally thought of as an objective of a sales promotion? (a) Encouraging trial of a new product (b) Neutralizing the competition's promotional efforts (c) Attracting new customers (d) Increasing international sales

(d) Increasing international sales

Which of the following best describes a distribution channel in which a manufacturer sells heavy machinery to a company and provides the company with additional services such as installation and repair? (a) Producer to wholesaler to retailer to consumer (b) Producer to retailer to consumer (c) Producer to agent middleman to organizational buyer (d) Producer to organizational buyer

(d) Producer to organizational buyer

Through _____, retailers ask a supplier of a particular type of product how to stock the shelves.

category management

When developing an advertising campaign, the company first identifies and analyzes the target audience then _____.

defines the advertising objectives

When a manufacturer saturates the market by selling to any intermediary of good financial standing that is willing to stock and sell the product, the manufacturer is engaged in _____.

intensive distribution

When a business engages in _____, it is managing the products it sells in such a way as to minimize costs including both the holding costs and potential stock-out costs.

inventory management

Sales persons can be categorized in many ways, a(n) _____ is a person who is creative at selling the firm's products to new customers and increasing sales to current customers.

order getter

A company that uses _____ normally has a large sales force that provides one-on-one communication with the targeted buyer and provides immediate feedback regarding the preferences of the targeted purchaser.

personal selling

Integrated marketing communications coordinates the promotional efforts of an organization to ensure maximum informational and _____ impact on customers is achieved.

persuasive

When a producer offers a gift to a customer in return for buying its product, it is offering a _____ for that product. The goal of this sales promotional method is to attract the competitors' customers.

premium

The purpose of _____ is to focus on enhancing the reputation of the total organization by increasing public awareness of a company's products, brands, or activities and by fostering desirable company images.

public relations

Wholesalers help _____ by stocking in one place the variety of goods that this buyer would otherwise have to buy from many producers.

retailers

A _____ is a large self-service store that caters to households and is known for selling a variety of items including fresh, frozen, and processed foods, paper products, cleaning supplies, housewares, toiletries, stationery, books and magazines, plants and flowers, and other items in a one-stop shopping for household needs format.

supermarket