Marketing exam 3
pull
The manufacturers of drugs encourage patients to learn more about the drugs and ask for them by name from the doctor. The manufacturers of these drugs are using a(n) ___ promotional channel strategy.
remind them later about the benefits they enjoyed by using the product
The promotional mix can be used to: (1) inform prospective buyers about the benefits of the products; (2) persuade them to try it; and (3)
persuade
The promotional objective of the growth stage of the product life cycle is to ___ consumers.
direct marketing channel
When you order a sweater from an L.L. Bean mail-order catalog, what type of marketing channel are you and the company using?
it offers the franchisee the opportunity to enter into a well-known, established business where managerial advice is provided
Franchising is attractive for the franchisee because
contractual vertical marketing system
Franchising is one form of a(n)
facilitating
In terms of distribution, when marketing channel members are engaged in financing, grading, and marketing information and research, they are performing the ___ function.
a consistent message across all audiences
Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities - advertising, personal selling, sales promotion, public relations, and direct marketing - to provide
risk taking
Intermediaries performing a transactional function in distribution are engaged in buying, selling, and
identify target audience
The first decision is developing the promotion program is to
sales promotion
When you redeem a 50-cents-off coupon for Crest toothpaste at your local supermarket, you are being influenced primarily by which promotional element?
corporate vertical marketing system
21st Century Fox is the new name for its broadcast/cable TV networks and TV/movie studios. Since most of the shows produced at its TV production unit and many of the movies made at its studio are only televised on its cable TV networks, 21st Century Fox is an example of a(n)
marketing channel
A ___ can be compared to a pipeline through which water flows - making possible the flow of products from a producer, through intermediaries, to a buyer.
public relations
A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services is referred to as
publicity
A restaurant review published in the local newspaper is an example of
form
A restaurant that offers food made exactly to each customer's preference is providing ___ utility.
time and place
A snack vending machine located in a university building that students use between classes when hungry creates both ___ utility.
channel of communication
L'Oreal created an advertisement for its Visible Lift makeup. Glamour magazine, in which the ad for the L'Oreal Visible Lift makeup appeared, is an example of (a)
multichannel marketing can leverage the value-adding capabilities of different channels
Multichannel marketing seeks to integrate a firm's electronic and delivery channels. Catalogs can serve as shopping tools for online purchasing, and websites can help consumers do their homework before visiting a store. By blending different communication and delivery channels,
breadth/depth of product line
New Balance offers shoes for men, women, and children in many sizes and foot widths. It offers running, cross training, walking, golf, and other types of shoes. This is an example of the ___ that New Balance offers to its customers through its own stores or other retailers such as Foot Locker or Sports Authority.
advertising
New Balance recently spent $13 million for time on television and space in selected magazines to promote its athletic shoes. What form of marketing communication did it use?
their ability to cover local markets
One advantage of using newspapers as an advertising medium is
it has video and audio capabilities similar to television
One advantage of using the Internet as an advertising medium is
the long lead-time needed to place an ad
One disadvantage of using magazines as an advertising medium is
can reach extremely large audiences
One of the advantages associated with television as an advertising medium is that it
are the company in a consumer's eyes
Personal selling serves three major roles in a firm's overall marketing effort. Salespeople: (1) are the critical link between a firm and its customers; (2) ___; and (3) may play a dominant role in a firm's marketing program.
nonstore retailing
Retailing that occurs outside a retail outlet, such as through direct marketing, direct selling, and automatic vending is referred to as
retailer
Several artists in Charleston, South Carolina, have created an arrangement to sell their paintings. They have set up an art gallery in downtown Charleston so tourists and art lovers can look at their paintings and buy the ones they like. Each artist takes a turn acting as the sales clerk at the gallery. In terms of the marketing channel, the gallery is acting as a(n)
atmosphere
Store layout, colors, lighting, and music are all considered part of a store's retail
retail pricing, store location, retail communication, and merchandise
The retailing mix refers to the activities related to the management of and the merchandise in the store, which includes
contractual
The three major types of vertical marketing systems are administered, corporate, and
form of ownership, level of service, and merchandise line
There are three key methods of classifying retail operations. These include:
cooperative advertising
Three common trade-oriented sales approaches are targeted uniquely to wholesalers, retailers, and distributors include: (1) allowances and discounts, (2) ___, and (3) training of distributor's salesforces.
the value created by channel intermediaries
Two students, Rick and John, were studying for an upcoming exam in their introduction to marketing course. While studying the chapter on marketing channels and wholesalers, Rick made the following statement: "If it weren't for wholesalers and other intermediaries in the channel of distribution, the products we buy would cost a lost less!" After contemplating Rick's statement, John said, "Wait a minute. We learned in class that channel intermediaries actually make marketing more efficient by making transactions easier." John's statement refers to
place
Wells Fargo is one of the best-run banks in the United States. It reaches retail customers through 9,000 stores, a worldwide network of 12,000 ATMs, and its online bonding service. Which utility does Wells Fargo best provide?
closing: close out sale with consumer
What is the fifth stage of the personal selling process and what is the objective of the fifth stage?
prospect: actively seek prospective consumers
What is the first stage of the personal selling process and what is the objective of the first stage?
presentation: make prospect a consumer by convincing
What is the fourth stage of the personal selling process and what is the objective of the fourth stage?
fees are paid for space or time in the medium
What is the nature of the "paid" aspect of advertising?
pre-approach: gather information on converting prospective to consumer
What is the second stage of the personal selling process and what is the objective of the second stage?
follow-up: ensure customer satisfaction
What is the sixth stage of the personal selling process and what is the objective of the sixth stage?
approach: attract prospect's attention
What is the third stage of the personal selling process and what is the objective of the third stage?
there is a lack of user control over it
Which of the following is an inherent weakness of publicity? A. It has high absolute costs. B. It is difficult to receive good feedback. C. It is easily duplicated. D. There is a lack of user control over it. E. It can easily lead to promotion wars.
a supply chain includes suppliers; marketing channels do not
Which of the following statements BEST DESCRIBES how a supply chain differs from a marketing channel? A. Communication is more important in the marketing channel than in the supply chain. B. The marketing channel places more emphasis on cost-effectiveness than the supply chain. C. A marketing channel includes suppliers that provide raw material inputs to a manufacturer. D. A supply network moves materials from producer to consumer while a marketing channel moves materials from the supplier to the producer. E. A supply chain includes suppliers; marketing channels do not.
advertising allows a firm to reach a mass market
Which of the following statements about advertising is MOST ACCURATE? A. Advertising has limited control as to when and where an advertisement will be used. B. Advertising allows a firm to reach a mass market. C. A key advantage of advertising is its ability to use customized interactions. D. Advertising can be a very effective "attention getter" especially for new products, but has little impact for repeat buys. E. Advertising is one of the least costly forms of promotion because it reaches a pretested market.
advertising is usually directly paid while public relations is usually indirectly paid
Which of the following statements describes a key difference between advertising and public relations? A. Public relations is more expensive on a cost-per-contact basis than advertising. B. Public relations is usually directly paid while advertising is usually indirectly paid. C. Advertising is usually directly paid while public relations is usually indirectly paid. D. Advertising provides an immediate feedback loop while public relations does not. E. Public relations always has a much greater reach than advertising.
the promotional mix can be influenced by the target audience for the promotion, the stage of the product's life cycle, the characteristics of the product, the decision stage of the buyer, and the channel of distribution
Which of the following statements regarding the promotional mix is MOST ACCURATE? A. For maximum impact, funding for promotions should be equally divided among the five elements of the promotional mix. B. The promotional mix can be influenced by the target audience for the promotion, the stage of the product's life cycle, the characteristics of the product, the decision stage of the buyer, and the channel of distribution. C. Regardless of which other elements are selected, advertising must be included in every promotional decision in order for an IMC campaign to be successful. D. Decisions regarding the promotional mix should be left to each manager in the marketing department who knows best direction what to do for his or her own specialty. E. It is not necessary to have a coordinated goal for an IMC campaign provided each department has a goal of its own.
exclusive distribution
Which type of distribution density does Piaget use when the maker of fine jewelry and watches distributes its products through a single retailers in select cities in the United States?
individual
Your neighborhood dry cleaner or florist is likely to be categorized as an independent retailer. This means it is owned by a(n)
