Exam 3- STUDY PLAN

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

intensive, exclusive, and selective distribution

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​ 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

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

physical​ distribution, financing, and risk taking

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

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

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

strong targeting and positioning

Four sales force structures that companies use in sales force design are​ _______________.

territorial, product,​ customer, and complex

International marketers and advertisers face challenges not encountered domestically. The most basic issue concerns​ ____________.

the amount of adaptation required for the unique characteristics of various country markets

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 megaretailers 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

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

Omni-channel retailing goes beyond just helping​ in-store customers as they​ cross-shop on mobile devices and requires​ _________________________.

carefully integrating the entire range of available shopping channels

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

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

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

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

enrich the brand experience

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

green retailing

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

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)

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

prospecting and​ qualifying; follow-up

Companies use​ ______________ to build good relations with​ consumers, investors, the​ media, and their communities

public relations

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

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

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

​easy, convenient, and private

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

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

When designing marketing​ channels, companies must determine the number of channel members to use at each level. The three strategies that are available to do this are​ ________ distribution

​intensive, exclusive, and selective

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

​territorial, product, customer

The four major functions of marketing logistics are​ __________________________.

​warehousing, inventory​ management, transportation, and logistics information management

key functions of marketing channels

1.) fulfilling completed transactions 2.)Assumings risks of carrying out channel work 3.)contact work 4.)helping to complete transactions

Which of the following identifies the six major sales force management steps in the correct​ order?

1.)Designing sales force strategy and​ structure, 2.)recruiting and selecting​ salespeople, 3.)training​ salespeople, compensating​ salespeople, 4.)supervising and motivating​ salespeople, and 5.)evaluating salespeople

what 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)

Marketers now have access to fragmented media and promotion mixes to reach diverse audiences. To prevent creating a communications​ hodgepodge, what must marketers​ do?

Adopt the concept of integrated marketing communications

Which of the following statements is correct regarding marketing communications​ today?

Advertisers are now able to engage smaller customer segments with more​ personalized, interactive content.

____________________ are the five promotion mix tools used by marketers to communicate customer value

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

characteristics that classify retailers?

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

What are the four steps to designing marketing​ channels, in the correct​ order?

Analyzing consumer​ needs, setting channel​ objectives, identifying major channel​ alternatives, and evaluating the alternatives

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

What is true regarding channel​ organization?

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

what is NOT​ TRUE regarding marketing logistics

Companies are placing less emphasis on logistics and more on constraining costs.

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

_______________________ permits companies to tailor offers and content to needs and interests of carefully defined​ segments, which in turn helps develop​ long-lasting customer relationships as well as resulting in immediate responses.

Direct marketing

According to the​ text, what is one of the biggest advantages of social​ media?

Engagement and social sharing capabilities

According to the​ text, what is perhaps the toughest public policy issue now confronting the direct marketing​ industry?

Invasion of privacy

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

Kiosk marketing

Which of the following statements about personal selling is​ correct?

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

Which of the following statements regarding traditional direct marketing forms is​ correct?

Marketers use both outbound and inbound telemarketing. Your answer is correct.

_____________ begins with analyzing consumer needs and setting channel objectives.

Marketing channel design

What 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

Which form of direct and digital marketing do companies use to engage customers​ anywhere, anytime during the buying and​ relationship-building processes?

Mobile marketing

what is NOT​ correct about the​ omni-channel buyer

Omni-channel buyers do not need the​ bricks-and-mortar environment in which to shop

_____ 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

Of product and services​ assortment, price,​ promotion, and​ place, which plays one of the most important roles in aligning target markets and​ positioning?

Place

At which stage in the selling process does a salesperson attempt to learn as much as possible about the organization​ (what it​ needs, who is involved in the​ buying) and its buyers​ (their characteristics and buying​ styles)?

Preapproach

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

what is TRUE regarding the selection of qualified channel​ members?

Producers vary in their ability to attract qualified marketing intermediaries.

Which of the following is a benefit of direct and digital marketing for​ buyers?

Sense of brand engagement and community

What are the four important decisions made when developing an advertising​ program? List them in order.

Setting​ objectives, setting the​ budget, developing​ strategy, and evaluating effectiveness

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

Shopper

Attracting and holding customers presents great challenges and decision points for retailers. Of the​ following, which is NOT one of the areas in which they face major​ decisions?

Social media and visibility decisions

_____ is the use of​ online, mobile, and social media to engage​ customers, build stronger customer​ relationships, and augment sales performance.

Social selling

Which of the following is a drawback to social​ selling?

Some things cannot be presented over the internet

Which of the following has changed​ customers' notions of​ convenience, speed,​ price, product​ information, service, and brand​ interactions?

The digital age

what is true regarding the promotion​ mix?

The entire marketing mix must be coordinated for greatest impact.

Which of the following statements about major retail trends is NOT​ true?

The green movement has not quite taken hold.

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

Which of the following statements about public relations is​ correct?

The lines between advertising and public relations are becoming more blurred.

What is true of new types of channel organizations

They provide stronger leadership and improved performance.

__________________ are the main forms of direct and digital marketing.

Traditional direct marketing tools and new digital marketing tools

Which of the following is correct regarding most​ firms' direct marketing​ efforts?

Traditional tools are still heavily used and very important.

____________________ is the digital version of​ word-of-mouth marketing and the type of marketing in which marketers usually have little control over where messages end up.

Viral marketing

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, and logistics information management

The only reason for a wholesaler to exist is to​ ___________________ by increasing the efficiency and effectiveness of the entire marketing channel.

add value

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

In​ general, sales promotion campaigns should​ ______________________.

be customer relationship building

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

category killers

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

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

digital​ technologies, direct marketing

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

display ads and​ search-related ads

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

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

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

interactive

Personal selling can be very effective in complex selling situations because it involves​ ________ interactions and engagement between salespeople and individual customers.

interpersonal

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

The three major groups of wholesalers are​ ________.

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

Wholesalers fall into three​ groups: ____________________.

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

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

Forms of digital direct marketing include​ ______.

online​ marketing, social media​ marketing, and mobile marketing

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

order getter

Most companies today see their intermediaries as​ first-line customers and focus on​ ________ to forge​ long-term relationships with channel members.

partner relationship management

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

The trend of​ ________ has resulted in different types of retailers now selling the same products at the same prices to the same consumers.

retail convergence

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

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

selecting​ tools; developing and implementing the sales promotion program

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

set clear objectives

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

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

their suppliers and target customers

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 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

Closing a sale with a particular customer is a​ short-term ________​ orientation, but the selling process must also take a​ ________ orientation and look at the long term.

transactional

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

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.

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

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

​omni-channel buying

___________________ are promotional tools that can be used to attract consumers.

​rebates, coupons, price​ packs, and samples

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

​retailer's positioning