Exam 3 Mkt 3013

Companies use mobile marketing to stimulate immediate buying and make shopping​ easier, but it can also​ __________________.

enrich the brand experience

The main forms of direct and digital marketing are​ ______________________.

traditional direct marketing tools and the new digital marketing tools

The typical personal selling process consists of seven specific steps. The steps in the selling process are​ ________. The aim is to help salespeople close a specific sale with a customer.

transaction oriented

Which of the following is an example of horizontal channel​ conflict?

A Ford dealer complaining that another Ford dealer is advertising in its territory

Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this​ represent?

Administered vertical marketing system​ (VMS

Which of the following sets of characteristics correctly classifies​ retailers?

Amount of service​ offered, the breadth and depth of product​ lines, relative prices they​ charge, and how they are organized

Which of the following is correct regarding the forms of direct and digital​ marketing?

Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.

What are three major factors changing the face of​ today's marketing​ communications?

Changes in​ consumers, changes in marketing​ strategies, and sweeping changes in digital technologies

Which of the following statements is true regarding channel​ organization?

Channel members are dependent on each other for the overall success of the channel.

Which of the following correctly describes​ omni-channel retailing?

Creating a seamless​ cross-channel buying experience that integrates​ in-store, online, and mobile shopping

Ideally, integrated marketing communications should achieve which of the​ following?

Deliver a​ clear, consistent, and compelling company and brand message.

High sales force costs necessitate an effective sales management process consisting of which of the following​ steps?

Designing sales force strategy and structure and recruiting and​ selecting, training,​ compensating, supervising, and evaluating the​ firm's salespeople.

​________ involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Direct and digital marketing

________ is perhaps the toughest public policy issue now confronting the direct marketing industry.

Invasion of privacy

Which of the following describes a​ just-in-time logistics​ system?

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

Which of the following is a form of traditional direct​ marketing?

Kiosk marketing

Marketing channels perform many key functions. Which of the following is NOT one of those key​ functions?

Manufacturing

​______________ begins with analyzing consumer needs and setting channel objectives.

Marketing channel design

Which of the following is a reason that producers use marketing channels and channel​ intermediaries?

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

​____________________ addresses not only outbound​ logistics, but also inbound logistics and reverse logistics.

Marketing logistics

​_____________________ must be closely coordinated for maximum campaign effectiveness.

Message decisions and media decisions

_____ means integrating all available shopping channels and devices into a seamless customer shopping experience.

Omni-channel retailing

​________ refers to marketing via the internet using company​ websites, online advertising and​ promotions, e-mail​ marketing, online​ video, and blogs.

Online marketing

Forms of digital direct marketing include​ ______.

Online​ marketing, social media​ marketing, and mobile marketing

Which PR tool is used to create and place newsworthy information in the news media to attract attention to a​ person, product, or​ service?

Press relations

Public relations involves building good relations with the​ company's various publics. What are all of the functions it​ includes?

Press​ agency, product​ publicity, public​ affairs, lobbying, investor​ relations, and development

_______ Marketing involves focusing the entire marketing process on turning shoppers into buyers as they approach the point of sale.

Shopper

Which wholesaler channel function helps reduce inventory holding costs and the risks of suppliers and​ customers?

Warehousing

What are the four major functions of​ logistics?

Warehousing, inventory​ management, transportation, logistics information management

A​ company's total promotion​ mix, also called its marketing communications​ mix, consists of the specific blend of five​ tools: _________________________.

advertising, personal​ selling, sales​ promotion, public​ relations, and direct and digital marketing tools

Retail stores come in all shapes and​ sizes, and new retail types keep emerging. Store retailers can be classified by​ ______________.

amount of​ service, product line​ sold, relative​ prices, and how they are organized

Distribution channels are complex​ ______________ in which people and companies interact to accomplish​ individual, company, and channel goals.

behavioral systems

Marketers use mobile marketing to engage customers​ anywhere, anytime during the​ _____________________.

buying and​ relationship-building processes

Recent years have seen the rapid growth of superstores that are actually giant specialty​ stores; they are sometimes called​ ______.

category killers

Depending on the type of​ promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These are ​__​____________.

consumer promotion tools​, trade promotion​ tools, or business promotion tools

Sales promotion campaigns call for setting sales promotion objectives. In​ general, sales promotions should be ​________.

consumer relationship building

Social media has many​ pluses, but on the down​ side, ________. This makes social media difficult for marketers to control.

consumers largely control social media content

To help complete​ transactions, channel members perform these​ functions: _____________________.

contact​ work, matching​ work, and negotiations

To ensure channel​ success, all channel firms should understand and accept their​ roles, _________________.

coordinate their goals and​ activities, and cooperate to attain overall channel goals

The internet and the digital age have fundamentally changed​ customers' notions of​ convenience, speed,​ price, product​ information, service, and brand interactions. As a​ result, they have given marketers a whole new way to​ ____________________________.

create customer​ value, engage​ customers, and build customer relationships

The major steps in advertising media selection are​ (1) __________;​ (2) choosing among major media​ types; (3) selecting specific media​ vehicles; and​ (4) choosing media timing.

determining​ reach, frequency,​ impact, and engagement

New retail forms continue to emerge.​ However, different types of retailers are increasingly serving similar customers with the same products and prices​ (retail convergence), making​ __________ more difficult.

differentiation

Spurred by the surge in internet usage and online​ buying, and by rapid advances in​ _____________, ________ has undergone a dramatic transformation.

digital​ technologies, direct marketing

Firms seeking immediate response from targeted individual consumers and consumer communities use​ ______________________ marketing tools to engage consumers and cultivate relationships with them.

direct and digital

Online advertising has become a major promotional medium. The main forms of online advertising are​ _____________________.

display ads and​ search-related ads

Channels often involve​ long-term commitments, and companies have many alternatives. Each alternative should be evaluated against three general criteria. What are​ these?

economic, control, and adaptability

A company may use the promotion​ mix, also called its marketing communications​ mix, to​ ______________________.

engage​ customers, persuasively communicate customer​ value, and build customer relationships

With companies becoming more​ market-oriented, the sales force plays a key role in​ ________ and​ __________________________.

engaging​ customers; developing and managing profitable customer relationships

By practicing​ ______, today's retailers are increasingly adopting environmentally sustainable practices.

green retailing

When selecting​ intermediaries, the company should evaluate each channel​ member's years in​ business, other lines​ carried, location,​ _______________________.

growth and profit​ record, cooperativeness, and reputation

During the presentation and demonstration step in the personal selling​ process, the salesperson needs to be prepared to​ _________.

handle objections

Direct marketing is ​ ________, allowing buyers to create exactly the configuration of​ information, products, or services buyers desire and then order them on the spot.

immediate and interactive

Companies use​ ______ to bring together their many communication channels to deliver a​ clear, consistent, and compelling message about the organization and its brands.

integrated marketing communications​ (IMC)

The​ ____________ concept recognizes that improved logistics requires teamwork in the form of close working relationships across functional areas inside the company and across various organizations in the supply chain.

integrated supply chain management

Because social media are ​_____​, they are ideal for starting and participating in customer conversations and listening to customer feedback.

interactive

Because​ today's consumers shift seamlessly across​ channels, many online​ retailers, including​ Amazon, are moving​ _______.

into the physical world

ZoomShops use​ _____ marketing, which offers automated retailing for a variety of products.

kiosk

The sales force sells products by engaging​ customers, presenting its​ offerings, answering​ objections, negotiating prices and​ terms, closing​ sales, servicing​ accounts, and​ ________.

maintaining account relationships

Intermediaries are used by most producers to bring products to market. These intermediaries are known as​ _________________________.

marketing channels

Wholesalers fall into three​ groups: ____________________.

merchant​ wholesalers, brokers and​ agents, and​ manufacturers' and​ retailers' branches and offices

New digital and social media have given birth to a​ _________________________.

more​ targeted, social, and engaging marketing communications model

In most​ cases, a company is not simply seeking a sale.​ Rather, the company wants to engage the customer over the long haul in a​ ________.

mutually profitable relationship

New major trends and developments in retailing include​ ___________________.

new retail​ forms, shortening retail life​ cycles, and retail convergence

The need for​ omni-channel retailing is a result of​ _______.

omni-channel buying

The concern about​ ________ is an area where consumers fear that unscrupulous snoopers will eavesdrop on their online transactions and social media​ postings, picking up personal information or intercepting credit and debit card numbers.

online and digital security

A​ salesperson's role as​ a(n) ________ demands creative​ selling, social​ selling, and relationship building.

order getter

The​ firm's PR should be blended smoothly with other promotion activities within the​ company's ____________________.

overall integrated marketing communications effort

In managing its​ channels, a company must convince suppliers and distributors that they can succeed better by working together as​ _______________.

part of a cohesive value delivery system

Most companies see their intermediaries as​ first-line customers and partners. They practice strong​ _____________________ management to forge​ long-term partnerships with channel members.

partner relationship

To avoid being intrusive and​ annoying, most legitimate​ e-mail marketers practice​ ______, which means sending​ e-mail pitches only to customers who​ "opt in."

permission-based marketing messages

Other functions of marketing channel members include helping to fulfill the completed transactions by offering​ ____________________________.

physical​ distribution, financing, and risk taking

Personal selling involves a​ multiple-step process. The first step is​ ______________ and the last step is​ _______________________.

prospecting and​ qualifying; follow-up

Press​ releases, sponsorships,​ events, and web pages are tools used by which element of the promotion​ mix?

public relations

The performance difference between an average salesperson and a top salesperson can be substantial.​ Therefore, at the heart of any successful sales force operation is the​ ______ of good salespeople.

recruitment and selection

It is important that retailers select locations that are accessible to the target market in areas that are consistent with the​ _____________________.

retailer's positioning

When evaluating channel member​ performance, companies use standards such as​ _______, ______,​ _____, treatment of damaged and lost​ goods, cooperation in company promotion and training​ programs, and services to the customer.

sales​ quotas, average inventory​ levels, customer delivery time

Like​ retailers, wholesalers must​ _____________________________.

segment and target​ carefully, differentiate, and position themselves effectively

Retailers always search for new marketing strategies to attract and hold customers. The major marketing decisions they face are​ _______________________.

segmentation and​ targeting, store differentiation and​ positioning, and the retail marketing mix

After sales promotion campaign objectives are​ set, the next steps are​ ________, and then​ __________________________.

selecting​ tools; developing and implementing the sales promotion program

As with the other promotion​ tools, in considering when and how to use product public​ relations, the best thing management should do is​ ______________________.

set PR​ objectives, choose the PR messages and​ vehicles, implement the PR​ plan, and evaluate the results

Advertisers should first​ ______________ to determine whether the advertising is supposed to​ inform, persuade, or remind buyers.

set clear objectives

After determining the type of promotion to​ use, marketers then must decide on the​ _______ and the​ ______.

size of the​ incentive; conditions for participation

The​ fastest-growing sales trend is the explosion in​ ________, which is using​ online, mobile, and social media in selling.

social selling

Retailers must decide on three major product​ variables: product​ assortment, services​ mix, and​ _________.

store atmosphere

Strong relationships with the salesperson will result in​ ________.

strong relationships with the company and its products

Guided by​ ___________________, retailers must decide on a retail marketing mix—product and services​ assortment, price,​ promotion, and place.

strong targeting and positioning

​Omni-channel retailing requires carefully integrating​ _____________ from discovery to purchase in the buying process.

the entire range of available shopping channels

Major retail trends and developments include the rise of mega retailers and rapid growth of​ direct, online,​ mobile, and social media retailing. Other trends include​ __________________.

the growing importance of retail​ technology, a surge in green​ retailing, and the global expansion of major retailers

Progressive wholesalers constantly watch for better ways to meet the changing needs of​ _________________.

their suppliers and target customers

Most producers use intermediaries by forging a marketing channel​ (or distribution​ channel) to bring products and services to the consumer or business user. They do this because of​ _________, specialization, and scale of operation.

the​ intermediaries' contacts and experience

Major advertising involve decisions about​ ________________________.

the​ objectives, the​ budget, the​ message, the​ media, and the evaluation of results

Although the​ fast-growing digital marketing tools have grabbed most of the headlines​ lately, ________ are very much alive and still heavily used.

traditional direct marketing tools

The second step of channel design is the identification of the major channel alternatives in terms of the​ _________________.

types of​ intermediaries, number of​ intermediaries, and the channel responsibilities of each member

The benefits of direct and digital marketing for buyers are that these forms of marketing are​ _________.

​easy, convenient, and private

These​ days, shopper marketing influences​ consumers' buying decisions and calls for​ omni-channel retailing, creating a seamless​ cross-channel buying experience that integrates​ __________________ shopping.

​in-store, online, and mobile

In determining the number of channel​ intermediaries, there are three strategies available. These are​ _________________.

​intensive, exclusive, and selective distribution

Companies often divide sales responsibilities along three lines. These are a​ _____, _____, or​ ____ sales force​ structure, which can also be combined.

​territorial, product, customer