exam 5 marketing
Benton manages a building supply company. He wants to invite 20 of his most valuable building-contractor customers to a golf outing and party. Benton will likely use the firm's ___________ to identify these customers.
CRM database
The knowledge retailers can gain from their store personnel and from data collected on customer shopping habits is valuable for developing
Customer relationship management
Chandra owns a pet sitting service. She recently paid a web developer to build a special version of his company website for use on smartphones. Customers will now be able to easily place orders for pet sitting on their cell phones. This is an example of
M- Commerce
Of the following retailers, the best example of a category killer is
Staples
__________ are subtle forms of promotion that facilitate shopping.
Store credit cards and gift cards
The manufacturer of Beats headphones by Dr. Dre decides to advertise in the "lifestyles" sections of big-city newspapers. However, this generates a limited response in sales. Which of the following represents a likely breakdown in the communication process here?
The message was not received by its intended audience.
Because many consumers choose stores based on proximity to their workplaces or homes, great locations are
a competitive advantage that few rivals can duplicate.
Though advertising experts wish it were true, there is not always a direct link between a particular form of marketing communications and
a consumers purchase
Compared to conventional supermarkets, warehouse clubs have
a lower level of service
The proliferation of new media alternatives has led many firms to shift their promotional budgets to focus on all of the following except
advertising
Cheryl asked her sister Nadia to help her pick an aftershave for their brother. Nadia started reciting a list of different brand names, when Cheryl stopped her and said, "I recognize that one." Marketers call this
aided recall
Bertone's Office Supplies has decided to branch out from its existing stores. It plans to start selling products via catalog and online. Bertone's is adopting
an omnichannel strategy
Which of the following is the least likely common emotional appeal for advertisers?
anger
The goals of IMC need to
be explicit and measurable
Brad is working on the creative design for his company's new ad campaign. This is his first major assignment. His boss reminds him that when writing a headline, it should
be short and use simple words
The major text portion of a print advertisement that should arouse a desire for the product and move the consumer to action is contained in the
body copy
For retailers, promotion refers to
both their in-store environment and their media communications.
__________ refers to a potential customer's ability to recall that the brand name is a particular type of retailer, product, or service.
brand awareness
Sophia could not afford expensive furnishings, but wanted a stylish home. After researching many options, she went to a local Target to purchase the trendy lamps, pillows, and art featured on its ads and website. As a consumer, which retailing challenge was Sophia likely responding to?
brand image consistency
Which of the following is the best example of a persuasive advertising message?
buy now, pay later
Today's largest retailers do all of the following except
buy products from manufactures for resell
A firm's marketing communication strategy is formulated specifically to
communicate the value of its products
It is often difficult for retailers to distinguish themselves from their competitors through the merchandise they carry because
competitors can purchase and sell many of the same popular brands.
In the early stages of an ad campaign, the objectives are established. To determine if those objectives have been met, the marketer will
conduct a posttest
Especially for marketers with new products or services, IMC is needed because
consumers are unlikely to buy products they are not aware of.
Brian, an industrial equipment sales rep, purchases a quick snack to eat on the way to work. He buys lunch while on the road visiting customers, and grabs bread and milk on the way home when he stops to buy gas. Brian probably does the majority of this shopping at a
convenience store
For retailers, when making decisions regarding place, a key ingredient to success is
convenient locations
__________ is when two or more firms join to reach a target audience.
cross-promotion
__________ refers to the process by which the receiver interprets the sender's message.
decoding
If you walk into a(n) __________, you will likely find a broad variety of merchandise, deep assortment, and customer service, with everything organized into distinct departments for displaying merchandise.
department store
Macy's, Kohl's, JCPenney, and Nordstrom are examples of
department stores
Which of the following is the least interactive IMC strategy?
direct marketing via catalog
Aaron has designed innovative accessories for hard-core bicycling enthusiasts. He knows where and how he will make them, and he needs to turn his attention to getting the products to the customers. As he chooses retail partners, which of the following is least important in this process?
encouraging new bicycling enthusiasts
The three elements of any IMC strategy are the consumer, the channels, and
evaluation of the results
Amber has developed a line of luxury organic lotions and handmade soaps with unique, herb-based scents and a touch of bee balm. She plans to sell these products to residents of a nearby resort town. Which level of distribution intensity is probably best for this product?
exclusive
Heartland Plantation produces organic food products like stone-ground grits and wild rice. The company has limited production capacity and wants to carefully control where its products are sold. Heartland will likely choose __________ distribution intensity.
exclusive
Ryan is debating how to allocate the IMC budget for his new ski equipment store. He knows having knowledgeable salespeople in his store can simplify buyers' purchase decisions. He should also consider that, compared to other IMC alternatives, personal selling is
expensive
Higher-income consumers visiting __________ feel like they are on a treasure hunt, searching for a bargain.
extreme- value retailers
__________ reduce costs and maintain low prices by buying opportunistically from manufacturers with excess inventory, offering limited assortments of household goods and groceries, as well as health and beauty aids.
extreme-value retailers
_____________ are likely to target low-income consumers who demand national brands, but cannot afford to buy large-sized packages.
extreme-value retailers
Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of __________ to determine what is working and what is not.
feedback
The _____________ loop allows the receiver to communicate with the sender in the IMC process and thereby informs the sender whether the message was received and decoded properly.
feedback
Even the best marketing communication can be wasted if the sender does not first
gain the attention of the consumer
Yesenia is working on an advertisement to promote consumer awareness of the danger of solar radiation causing skin cancer. Yesenia's first concern will be to
get consumers attention
In very simple words, advertising is really about
getting consumers attention
Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on
how well he can identify his target audience.
Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her next step will be to
identify the target audience
How does a retail distribution center supporting a store channel most obviously differ from one supporting an Internet channel?
in quantity of items shipped
Kim wants to maximize sales to the customers who walk into her store. Of the following, Kim will most likely focus on
in store promotions
Which of the following trends has led to the rapid growth of direct marketing?
increased use of customer databases
After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to __________, __________, or __________ potential and/or existing students.
inform; persuade remind
__________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services.
informatioinal
As firms become more sophisticated in their communication efforts, the trend is toward company blogs becoming more
interactive
Persuasive advertising is often used when competition
is most intense
One difficulty associated with using advertising as part of a marketer's IMC efforts is
it is hard to break through the clutter of other messages targeted for the same audience.
All of the following are defining characteristics of advertising except
its primary objective is to raise product awareness
Which of the following retail stores would emphasize personal selling the most as part of the firm's promotional efforts?
jewelry store
One of the difficulties in measuring the effectiveness of IMC efforts is the __________, where consumers do not act immediately after receiving a marketing communication.
lagged effect
All of the following are included in the broad factors manufacturers must consider when establishing a strategy for getting their products into the hands of the ultimate customer except
lowering production costs
Because advertising is the most visible form of marketing,
many people think of marketing and advertising as synonymous.
_______ channels are used to reach a broad audience; _______ channels are used to reach a narrower segment of consumers.
mass media; niche media
Such advertising slogans as "Buy Promise flood insurance before it is too late" are designed to
motivate consumer action
__________ is any interference in the IMC process.
noise
To estimate reach in terms of electronic media, marketers can use the click-through rate (CTR). To do so, they need to know the number of clicks and
number of impressions
John used to work for a large, well-known retailer. He left that company to work for a much smaller company, and in doing so, he discovered that the channel functions were handled very differently in the smaller firm. Looking back at his experience, he noticed that larger firms
perform many different channel functions themselves.
Campbell's Soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm the ads said, "Beat the storm! Stock up on Campbell's Soup." During the storm the ads said, "Stay home and stay warm with Campbell's Soup." The first ad was __________ advertising, while the second ad was __________ advertising.
persuasive; reminder
Jennifer has worked for many years reviewing and approving print ads for her firm. She has memorized a checklist of key points to review. All of the following would be on her checklist except
photo credits
Marketers __________ an advertising campaign to ensure that various elements of the campaign will work in an integrated fashion and do what they are intended to do.
pretest
In omnichannel retailing, what visible element must often be adjusted because of competition faced in different channels?
pricing
In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to
protect consumers from deceptive practices.
A firm that places an emphasis on developing and maintaining positive relationships with the media is focusing on a(n) ________ strategy.
public relations
All of the following elements of an IMC strategy involve direct interaction with a customer except
public relations
Gretchen has just started as a fashion marketing intern for an up-and-coming design firm. She expected to immediately begin implementing the four Ps she had learned about in class. Instead, she was asked to work on a project identifying important events where celebrities might wear the fashions. Gretchen soon realized that this activity was part of __________, directly related to marketing.
public relations
__________ is a particularly good advertising medium for groceries and fast food because it is a highly effective means of reaching consumers at a crucial point in their decision process.
radio
In the IMC communication process, the __________ is the person who reads, hears, or sees and processes the message being communicated.
receiver
Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm's IMC budget. He invests in a variety of advertising media, spends money on his firm's public relations efforts, and is now considering social media opportunities. To ensure he reaches his target audience with the desired message, Carlos must recognize that each IMC alternative
represents a part of a whole
Using prior sales and communication activities to determine the present communication budget describes which method of IMC budgeting?
rule of thumb
Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of ____________ was to lead to long-term results.
sales promotions; advertising
Most category specialists use a predominantly __________ approach to customer service.
self-service
In a television commercial for Chobani Greek yogurt, the manufacturer Chobani plays which role in the communication process?
sender
When using the objective-and-task method of IMC budgeting, which process must be repeated for each product or service?
set objectives, choose media, determine costs
Regina just bought a gourmet bagel store. She is working with a freelance graphic artist who is designing her logo and print advertisements. Regina is spending days looking over the various designs and color options. She needs to remember that the creative aspect of advertising design
should not overshadow the message
If you are a marketer for a manufacturer looking to sell a narrow assortment of products to very specific market segments, you'd likely sell your product through
speciality stores
If you're a manufacturer, and you want to showcase your product in a store that has a narrow but deep selection of merchandise and where expert sales associates can assist customers with their selections, you'd most likelychoose a(n)
specialty store
Several years ago, changes in advertising restrictions allowed pharmaceutical companies to begin promoting their products through traditional media. Today, it is common to see ads on television ending with, "Ask your doctor about [our medicine]." After generating awareness about their drugs, the companies are next hoping tostimulate interest, persuading consumers to investigate further.
stimulate interest, persuading consumers to investigate further.
Retailers address the conflict between consumers wanting or needing only one item and manufacturers wanting to produce and ship in quantity by providing
storage
Paige recently filled out a form she found inside a cereal box, which allowed her to enter herself in a drawing for free exercise equipment. What kind of sales promotion reached Paige?
sweepstakes
Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?
television
Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining
the Better Business Bureau's Children's Advertising Review Unit guidelines.
One of the greatest constraints faced by brick-and-mortar retailers—and one that the Internet channel can address—is
the amount of merchandise that can be carried in a physical store
If you send an e-mail and include a link, you can track how many people took the desired action of clicking on the link. This is known as
the click-through rate
Retailers can gain valuable knowledge about their customers from
the insights of store personnel
The sender of an IMC message hopes the receivers are
the people for whom the message was originally intended.
One of the most fundamental activities of retailers is to provide __________, satisfying the needs of their target market.
the right mix of merchandise and services
The key factor distinguishing retailers from other members of the supply chain is that
they sell to customers for their personal use
The highest level of awareness occurs when customers mention a specific brand name when asked about a product or service. Marketers call this
top of mind awareness
Steve is working on the message to convey in his firm's advertising campaign. As a starting point, Steve should first consider
touting the key benefits of his firm's services
Generally, the larger and more sophisticated the channel member, the less likely that it will
use supply chain intermediaries
Supercenters are large stores that combine a supermarket with a full-line discount store. _______ dominates this category with the vast majority of supercenters in the United States.
walmart
Which of the following is the best example of puffery?
you have tried the rest, now try the best
