marketing chapter 10, 14, 16
Which of the following is least likely to be a factor affecting the selection of marketing channels?
Packaging
As consumers become more informed about their options, the demand for
low-priced products has grown.
____ includes any attempt to intentionally conduct dishonest activities online.
Online fraud
Often when a company introduces a new product or line extension, its promotion will focus on ____ in order to initiate the product-adoption process.
Creating Awareness
The driving force behind marketing channel decisions should be
Customer Satisfaction
____ uses the internet, mobile, and interactive channels to develop communication and exchanges with customers.
Digital Marketing
Dairy Queen communicates with its customers through ____, which is the most popular social networking site in the world.
A marketing channel is not the same thing as a distribution channel.
False
Digital media refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of internet customers using digital marketing.
False
For most businesses, engaging in digital marketing activities is not required to maintain a competitive advantage.
False
Mass media is used more frequently today than in the past.
False
Traditional advertising is unlimited in terms of interactivity.
False
When encoding a message, the source should use signs or symbols that are new to the audience.
False
Which of the following regulates and makes rules for privacy, fraud, and misappropriation of copyrighted intellectual property, as well as other illicit internet activities?
Federal Trade Commission
Pottery Barn uses ____ to display snapshots of company events, staff, and products.
____ allows customers to express their needs and wants directly to a company in response to its marketing communications.
Interactivity
The supply chain begins with______________ and ends with_________________.
Raw Materials; Customers
When Jennifer buys organic produce for her household using a channel with just one intermediary, that intermediary is classified as a
Retailer
For which of the following products would exclusive distribution be most appropriate?
Rolls Royce
When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build ____ demand.
Selective
The coordination of all the activities involved with the flow and transformation of supplies, products, and information throughout the supply chain to the ultimate consumer is called
Supply Chain Management
Connectivity is the use of digital networks to provide linkages between information providers and users.
True
Control refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.
True
Long-term commitments usually characterize the relationships among channel members.
True
The fact that consumers tend to trust other consumers over corporations and often rely on the recommendations of friends, family, and fellow consumers when making purchasing decisions has fostered the growth of sites like
Yelp
Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzee, and Clue. The company has posted online cash rewards for consumer reviews of its games. In doing so, Milton Bradley/Parker Brothers is striving to utilize
customer-generated marketing
One of the most important benefits of e-marketing is the ability of marketers and
customers to share information.
When influencers fail to disclose a connection to a brand they promote, they may be charged with
deceptive advertising
Communication can be viewed as a circular process because
during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver.
As Hana prepares the script for a radio commercial for her boutique, she is engaging in the ____ stage of the communication process.
encoding
If DHL decided to outsource all of its marketing efforts to the TAZ Advertising Agency, which specializes in advertising, sales promotion activities, and public relations, DHL would likely be striving to practice
integrated marketing communications.
Convenience products typically use
intensive distribution.
Marketing channels create four types of utility for consumers including
place, time, possession, and form.
Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of
promotion
Advertising, personal selling, sales promotion, and public relations are called
promotion mix ingredients.
Holden is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Valor. In this situation, Holden is a ___, one who ___.
receiver; decodes
Newspaper ads for Cody Pools offer discounted prices during October and discounted cleaning supplies for hot tubs in March. These are examples of which of the following uses of promotion?
reducing sales fluctuations
Toasties offers customers a card that allows them to have a free sandwich 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
The cost of ____ is usually substantially lower than the cost of ____.
retaining existing customers; acquiring new customers
____ are more consumer-driven than traditional media.
social media
Sysco has developed a website that allows employees to create a profile and connect with coworkers for the purpose of getting acquainted and building a work-related network. This is an example of a
social network
A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a
source
Multichannel distribution is characterized as
the use of a variety of marketing channels to ensure maximum distribution.
One of the biggest mistakes a marketer can make when engaging in digital marketing is to
treat it like traditional marketing channels
Marketers call the internet a pull medium because
users determine which websites they are going to view.
