FINAL MARKETING TEST 4

Which of the following is the best example of a mass media advertising message?

"Doing business in Peoria since 1848."

Which of the following is the best example of a reminder advertising message?

"Doing business in Peoria since 1848."

Once the marketing communication has captured the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from

"I like it" to "I want it."

U.S.-based global marketers have often found that

EU/ European advertising regulations are more restrictive than those in the United States

___________ means converting the sender's ideas into a message which could be verbal, visual or both

Encoding

Which of the following is true regarding the ticketing and marking process?

It is more efficient for a retailer to perform these activities at a distribution center than in its stores.

Which statement best describes personal selling?

It is the two-way flow of communication between a buyer and a seller.

Even the best marketing communication can be wasted if the sender does not first

True

A(n) is a 13-digit code retailers can use to track inventory.

UPC

All of the following are typical channels used by retailers except

Wholesalers

In the AIDA model, the do stage is the ___________ stage.

action

Because of its size and relative power, Walmart can easily impose controls on small manufacturers, such as PenAgain, but with large, powerful suppliers such as P&G, the control is more balanced between parties. Walmart's various marketing channel relationships offer examples of different forms of a(n) ______________ marketing system

administered vertical

All of the following statements about public relations are true except?

because of its high cost, the use of PR has waned in recent years

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

A firm's marketing communication strategy is formulated specifically to

communicate the value of its product(s).

The basic goal of integrated marketing communications is to

communicate the value proposition to the target market.

Wholesalers sell to all of the following EXCEPT

consumers

In a(n) marketing channel, each member attempts to satisfy its own objectives

conventional

The increased use of customer databases has enabled marketers to identify and track consumers over time and across purchase situations and has contributed to the rapid growth in

direct marketing

Betty is assessing the effectiveness of her firm's marketing communications. She knows the ultimate goal is to

drive the receiver to action

Typically, manufacturers and retailers exchange business documents through a(n) __________ system, the computer-to-computer exchange of business documents from a retailer to a vendor and back.

electronic data interchange

A customer who is shopping for fashionable but relatively low-cost merchandise in a pleasant environment is shopping at a(n)

full-line discount stores

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 first step will be to

identify the target audience

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

The knowledge retailers can gain from their store personnel and customer relationship management databases is valuable for developing

increased customer loyalty

When Creative Pen Company designed a new pen that was particularly comfortable to use, it wanted to literally get the pen in the hands of as many consumers as possible. Creative Pen will probably choose __________ distribution for its new product.

intensive

Today, __________ dominate supply chains.

large retailers

After installing an electronic data interchange, Carmella's gift shop was able to reduce____________, the amount of time between the recognition that an order needs to be placed and the arrival of the needed merchandise

lead time

Walmart's "Everyday low prices" selling proposition is effective primarily because it is

meaningful to the consumer

The __________ is the combination of media used and the frequency of advertising in each medium.

media mix

Charming Charlie's, a fashion accessories retailer, encourages visitors to its stores to check in using a smartphone app. In return, customers receive an instant coupon toward that day's purchase. This is an example of

mobile marketing

Which of the following is being used by a store owner who sends out a text message to all of her preferred customers, announcing the arrival of this season's new clothing?

mobile marketing

Because of the way __________ buy merchandise, customers can never be confident that the same merchandise will be in stock each time they visit the store.

off price retailers

Campbell's soup Company ran a series of radio ads tied to local weather forecasts. Before an impending storm, the ads said "Time to 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, whereas the second ad was __________ advertising.

passive; reminder

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 channel functions themselves

A ____________ advertising schedule uses a base level of advertising during some periods followed by periods of increased

pulsing

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least twenty units this year. Florida Heat Pump is using a __________ promotional strategy.

push

Firms are willing to offer generous rebates because

rebates increase sales, but few customers actually apply for the rebate.

Walmart may have _________ power if a supplier desperately wants to be associated with Walmart, because being known as an important Walmart supplier enables that supplier to attract other retailers' business.

referent

A measure termed _______ describes how useful an ad message is to the consumer doing the search.

relevance

If a manufacturer wasn't happy with either intensive or exclusive distribution, a logical choice, which incorporates some features from both, would be __________ distribution.

selective

Generally, which of the following media outlets relies on a mix of visual and auditory techniques and is typically very expensive?

television

The content of an advertising message is closely tied to

the characteristics of the media selected to carry the message.

When a manufacturer chooses one or more retailing partners, the overriding consideration must be

the greatest possible customer convenience and satisfaction.

The sender of an IMC message hopes the receivers are

the people for whom the message was originally intended.

Getting merchandise floor-ready entails

ticketing and marking

Radio Frequency Identification tags are

tiny computer chips that transmit information about a container's contents.

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.

Today, retailers like Walmart, Home Depot, and Kroger dictate to their suppliers all of the following except

which competitors they should collaborate with

Dawn works for a firm that buys products directly from the manufacturer and resells them to retailers, who then sell the products to consumers. Dawn works for a

wholesaler