Exam 4

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

Producer, retailers, consumers

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

a strategic channel alliance

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

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

churn rate

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

clothing

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 competitive advertising

comparative, reminder, 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

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

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 users 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 media

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

direct the flow of products from producers to customers.

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

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

flighting schedule

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

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.

introductory

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

Category killers compete primarily on the basis of

low prices and enormous 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

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

marketing communications mix

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

Anything that reduces the accuracy and clarity of communication is called

noise

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

The two major types of product advertising are

pioneer and competitive

Katerina fell in love with a pair of shoes she saw Lizza wearing on Instagram. Katerina immediately 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

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

premiums

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

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/ advertising brands on show

Consumers receive the benefits of place utility when

products are available in locations where consumers want to buy them

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 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, delivery of finished products

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?" exemplifies the use of ___________ advertising.

reinforcement

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

retailing

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

retaining existing customers

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

____ is the performance of marketing-related activities by telephone.

telemarketing

Reinforcement advertising is primarily targeted at

the current users of a particular product

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

the preapproach

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, form, and possession

The selling of merchandise in machines is generally called

vending (machines)

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

wholesale club