Marketing Exam 3

The conflict between Tesla and the texas dealers is an example of

Verticle conflict

Which of the following is an example of a horizontal conflict in a distribution channel?

a Ford car dealer complaining that another Ford dealer is underpricing the same models

Jaffar Tabrizi is the owner of Tabrizi Oriental Rugs located in Toronto, Canada. He shops the world over, handpicks, and orders beautiful, authentic handmade rugs. He has them shipped to Canada, where he sells them through his brick-and-mortar stores and his www.tabrizi.com website. In terms of the marketing channel, Jaffar is acting as

a middleman.

Generally, when advertising to consumers, the objective of an advertising campaign is

a pull strategy: to get the product into stores by having consumers demand it.

Dual distribution refers to

an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product.

The researchers at Beans Inc., a coffee manufacturing company, developed a new variety of high-quality ground coffee. The new variety was priced at a comparatively lower price than those available in the market. Therefore, the advertisements for the product stated, "The highest quality coffee does not have to be expensive." This is an example of communicating a product's _____.?

competitive advantage

Producers use marketing intermediaries because they ________.

create greater efficiency in making goods available to target markets

If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble ________ the IMC message.

decoding

_____ is a form of distribution aimed at maximum market coverage.

Intensive distribution

PapaJohns created a PR campaign around its CEO trying to find his old car. The television media picked up on the campaign and talked about it in their news program. The television network talking about the show is _________ media for PapaJohns.

earned media

A ________ advertising schedule uses heavy advertising during some periods followed by periods of no advertising

flighting

Generally speaking, all advertising messages are designed to

inform, persuade, connect with, or remind customers.

With the cost-per-click (CPC)/paid search engine advertising model, search engines charge advertisers each time an ad

is clicked

Carlos owns a chain of retail electronic stores. He is evaluating how he allocates his firm's IMC budget. He receives offers from a variety of advertising media, spends money on his firm's public relations efforts, and is considering electronic media alternatives. Carl must recognize that each IMC alternative

is part of the whole.

The combination of words that you type in the search engine box is known as

keyword

Individuals and firms involved in the process of making a product or service available for use or consumption by consumers or industrial users are referred to as a

marketing channel.

Which of the following statements is true of channel members?

They provide contact efficiency.

Dernz Inc., a food manufacturing company, markets tomato ketchup globally. As its consumers are well aware of the uses of ketchup, the company does not have to generate product awareness. The company, however, wishes to focus on convincing consumers to buy Dernz's ketchup instead of other brands' ketchup. In this scenario, Dernz Inc. must employ _____.?

persuasive promotion

Ranking pages by ______ is based on how many other webpages link to the webpage and how reputable those linking pages are.

popularity

Integrated marketing communications represents the ________ element in the four Ps of a firm's marketing mix

promotion

The _____ is the combination of advertising, personal selling, sales promotion, social media, and public relations that is used to reach a target market and fulfill an organization's overall goals.?

promotional mix

Wild Plus, a television channel dedicated to wildlife, wanted to promote its new wildlife adventure series. The series received wide coverage in newspapers and on television, which created awareness about Wild Plus and led to a large viewership. Wild Plus engaged in

public relations.

Florida Heat Pump Manufacturing Company is offering a free, all-expenses-paid trip to Las Vegas for HVAC dealers that sell at least 20 units this year. Florida Heat Pump is using a ________ promotional strategy.

push

Phoenix Farm, a firm that sells farm products, gathers all fresh food ingredients at one place for its customers. The customers can buy eggs, milk, meat, vegetables, and so on without spending a great amount of time and energy. Phoenix Farm is a _____.?

retailer

Integrated marketing communications include all of the following except

supply chain management.

Unlike advertising, public relations

supports promotional efforts by generating free media attention and goodwill.

Sarah goes through the newspaper looking for coupons to help reduce her living expenses. Her roommate Paige doesn't read newspapers, let alone look through them for coupons. But Paige filled out a form from inside a cereal box entering her in a drawing for free exercise equipment. What kind of sales promotion reached Paige?

sweepstakes

Albert Searchware is a type of search engine used at company websites to handle customer questions. The firm is trying to determine what promotional strategy should be employed with its flagship product. It has determined that search engine software is in the growth stage of its product life cycle. Which of the following options should it employ?

use the majority of its promotional budget on advertising that focuses on brand differences

Earned media include:

viral videos.

The URL below that would receive the greatest weight in terms of keyword relevance for the search phrase "camping tents" is

www.cabelas.com/camping-tents.html

How high your webpage ranks on google's Search Engine Results Page organically will not depend upon

How much you pay for each click

Laelle Inc. is a company that sells apparel for women. It recently opened a physical store and is selling its product online as well as in store. This scenario exemplifies:

Direct Channel distribution

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

Encoding

John Deere manufactures and distributes industrial and farm equipment. This type of equipment is considered to be a specialty product. Which type of market coverage does John Deere most likely use?

Exclusive distribution

By selling their vegetables at the heart of Kathmandu the vegetable vendors took care of which problem

Spatial descripancy

The most important part of an email is

Subject Line

Consider a Google user who does a search for "yam recipe." consider two webpages with an identical PageRank. Both webpages use the phrase "yam recipe" once. On webpage A, "Yam recipe" is in large letters at the top of the page. On webpage B, "yam recipe" is in small letters near the bottom. Which page will rank better on this search and why?

Webpage A, because of its larger font and higher position.

A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among public. Given this information, which of the following would be the best platform to be used by the production house?

YouTube

Ad Rank takes into consideration

both the bid amount and Quality Score

In the class video where Bill Burr talks to conan about a promotional tool that annoys him, he was talking about

cause related marketing