EXAM 4

_______________ is the percentage of customers that stop using a product in a specific time period.

Customer churn rate

Anything that reduces the accuracy and clarity of communication is called _________________

noise

The selling of merchandise is generally called _________________.

vending

_____________________ are items offered free or at minimal cost as a bonus for purchasing a product.

Premiums

______________ is best characterized as transactions in which the buyer intends to consume the product through personal, family or household use

Retailing

________________ is the performance of marketing-related activities by telephone

Telemarketing

A small self-service store that is open long hours and carries a narrow product mix in an expedient location is best described as a________________

convenience store

Reinforcement advertising is primarily targeted at ______________________________

current users of a particular product

Amy's Ice Cream offers its customers a stamp card that allows them to collect stamps for each purchase and then receive a free ice cream after they have filled an entire card with stamps. This is an example of a _________________

frequent-user incentive.

An open-air shopping center that features upscale specialty, dining, and entertainment stores, usually owned by national chains, is generally called a(n)__________________

lifestyle shopping center

The kinds of products being sold and the availability of public transportation are both factors that influence a retailer's decision about ________________.

location

Recognition and recall tests are posttest methods based on _______________

memory

Companies are increasingly using _____________________________________ to respond to changing consumer preferences to be able to buy a product wherever and whenever they desire.

multichannel distribution

The two major types of product advertising are _______________ and _____________

pioneer; competitive

Starbucks has an agreement with PepsiCo through which Pepsi distributes Starbucks' coffee drink, Frappuccino, to grocery stores and other retail outlets. This is an example of ______________________________________________.

strategic channel alliance

A large retailer selling food and most routinely purchased consumer products is a(n) _________________.

superstore

A support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a(n) _________________

technical salesperson

During the personal selling process, a salesperson, if possible, should handle objections when _______________

they arise

Having products available when customers want them creates _______________________.

time utility

Marketing channels create four types of utility for consumers including

time, place, possession, and form

In the Jordan Belfort video we watched in Chapter 17, he recommended using active listening to build rapport with your customer. According to the textbook, this is an important task during the _____________________ step of the personal selling process.

approach

The fact that customers may buy "forward," or buy large amounts that keep them supplied for many months, is a drawback of ________________

buying allowance

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 ASICS gives a portion of its profits to prostate cancer research for every pair of blue-themed Gel-Cumulus shoes sold, it is engaging in ________________________________

cause-related marketing

Fatima is a salesperson for American Eagle Outfitters. Her compensation is based on a set salary plus a commission based on sales. Fatima's compensation is based on a __________________

combination compensation plan

___________, ______________, and ____________ are forms of compeitive advertising.

comparative, reminder, and reinforcement

When Subaru's advertising campaign mentions the Subaru Forester being named a 2019 IIHS Top Safety Pick, it is using ___________________ advertising.

competitive

Product placement in television shows is becoming increasingly important due to ____________________

consumers' greater ability to screen advertisements

When Coach agrees to pay Dillard's a certain proportion of the cost of providing television advertising and Sunday newspaper sales fliers emphasizing Coach purses, Coach is offering ________________.

cooperative advertising

A television advertisement for Miracle-Gro lawn fertilizer indicates that the product is available at Home Depot and Lowe's. This form of sales promotion is called a(n) _____________________

dealer listing

After the advertising budget is determined, the next step in creating an advertising campaign is _____________________

developing the media plan

Pandora and Spotify allow user to listen to music through the internet or other device. Pandora and Spotify are engaging in ___________________

digital distribution

The increase in ______________ is helping to reduce the cost of advertising for marketers and making advertising more frequent in mobile games and social media.

digital technology

A marketing channel is defined as a group of individuals and organizations that _______________________________________________________________________________________.

direct the flow of products from producers to customers within the supply chain.

Eliminating a wholesaler from a marketing channel will not

eliminate the functions performed by that wholesaler

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to ________________

encourage product trial

Product placement is the strategic location of products within _______________________

entertainment media content to reach the product's target market

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as __________________

flighting

The Subaru Outback "Where the Heart Is" ad we watched in Chapter 16 is an example of _____________________ advertising?

institutional

Pioneer advertising is most appropriate during the ________________ stage of the product life cycle.

introduction

Category killer compete primarily on the basis of _________________

low prices and product availability

The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called ____________________

making the presentation

A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with traditional retailers is a(n) _______________

outlet shopping center

Katrina fell in love with a pair of shoes she saw Lizzza wearing on Instagram. Katerina imediately went to the Zappos app on her phone, found the shoes, and ordered them for herself. In this case Zappos is providing ___________ utility.

place

As discussed in the Chapter 13 lecture, the Dunkin Donuts gift card is an example of ________________ utility created by marketing channels.

possession

A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during _________________

preapproach

By promoting the fact that avocados are good for you and can be used to make tasty snacks, the California Avocado Grower's Exchange attempted to stimulate _______________

primary demand

Large retailers such as Macy's and Kohl's are most likely to participate in which marketing channel?

producer, retailers, consumers

In the Chapter 15 lecture, we discussed how the Netflix show Stranger Things has generated free publicity worth tens of millions of dollars for more than 140 brands through _______________________

product placement

Consumer receive the benefits of place utility when

products are available in locations where consumers want to buy them

Advertising, personal selling, sales promotion, and public relations are called ____________________

promotion mix

Communication through the use of annual reports, event sponsorships, and news stories is referred to as _________________

public relations

When Hershey introduced Hershey's Cookie Layer Crunch, it promoted it directly to consumers and told them to ask for the product at their favorite stores. This is an example of a __________ policy

pull

The supply chain begins with___________________________________________ and ends with__________________________________________________________.

raw materials; product for the end consumer

Sofia is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sofia is the __________________ and Wendy's is the ____________________ of this communication.

receiver; source

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplified the use of ______________ advertising

reinforcement

In Chapter 14 we watched a video about Uniqlo, which is an example of a(n) ________________ retailer.

specialty

Toastie's offers customers a card that allows them to have a free sandwich or wrap for every seven that have been purchased and provides various discounts throughout the year. The primary promotional objective of programs such as this is ____________________

to retain loyal custoemrs

Eva went to shop at a local store called Oscar's, but found out that if she wanted to take advantage of their low prices, she would have to become a member. Oscar's is an example of a _________________.

warehouse club