MKT 1001 Chapters 15 and 16 Quiz

Promotion tends to

Capitalize on existing needs

If a retailer needed help with store design and training sales personnel, it would most likelyuse the services of a

Full-service wholesaler

Selective demand is demand for a

Particular brand

Most department stores are shopping stores

True

What is the primary difference between an agent and a broker?

An agent represents a company on a permanent basis while a broker is employed temporarily

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they

Are potentially harmful

Morrison Produce, a ____, takes possession of truckloads of tomatoes, arranges for storage, and transports them to auctions to be sold

Commission merchant

Staples' use of email to carry its advertising messages to its business customers is which component of the communication process?

Communication channel

Forever 21, a clothing company, communicates to its target customers by advertising in magazines, offering clothing information on its website, creating a periodic online newsletter, and using Instagram and Twitter. These vehicles through which the coded message is transmitted from the source, Forever 21, to the receiver, the prospective customer, are called

Communication channels

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

Communication channels

If a store has areas for men's apparel, women's apparel, housewares, cosmetics, and jewelry and competes mostly on the basis of service, it is most likely a(n)

Department store

As discount stores improve their services and atmosphere as well as raise their prices, the distinction between discount stores and ____ is becoming blurred

Department stores

Nordstrom, Macy's, and JCPenney are all considered

Department stores

Which of the following gives the marketer an opportunity to demonstrate the product in an environment where it most likely would be used?

Direct selling

To have some of its cereals highlighted in an advertisement mailed out by Kroger grocery stores, Kellogg agreed to pay a portion of Kroger's costs associated with the advertising mailer. Kellogg's payment is designed to

Facilitate reseller support

____ have been successful because consumers are willing to drive significant distances to save money buying manufacturers' closeouts and irregulars

Factory outlet malls

Advertising is an inflexible promotional method

False

Promotion that focuses on creating awareness is only important when introducing a new product to the market

False

Public relations is nonpersonal communication in news story form about an organization, or its products, or both, transmitted through a mass medium at no charge

False

Hermione just managed a major event for the local zoo. She put an advertisement in the local newspaper. However, she was disappointed by how few people showed up. She couldn't understand because the paper is highly popular among locals. Hermione decided to survey its large pool of zoo members to try and see what went wrong. After looking at the responses, as well as copies of the newspaper that had the ad, she realized that on the same page as the zoo ad was an even larger advertisement promoting an upcoming concert. This ad was higher up on the page and dwarfed the zoo ad. She believes most people who read that page were distracted by the large, colorful concert advertisement. In this case, the responses to Hermione's survey are ________, while the distraction caused by the larger, more colorful ad on the same page could be characterized as _______.

Feedback; noise

Your friend Elias comes to you for advice because of your amazing business prowess. He would like to start his own business, but he is concerned about the high failure rate. If possible, he would like to mitigate his risk somewhat. He also has limited capital and not much business experience. You recommend that Elias consider opening a ____, but you warn him that one disadvantage to doing so is that he would have ____.

Franchise; less control

Laws, government regulations, and industry self-regulation ______________ deceptive promotion

Have helped decrease

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

An open-air shopping center that features upscale specialty, dining, and entertainment stores, usually owned by national chains, is generally called a(n)

Lifestyle shopping center

____ provide an effective method of selling small items to customers in remote areas that other wholesalers might find unprofitable to serve

Mail-order wholesalers

An example of an emerging type of power shopping center might contain

Michael's, Office Depot, T.J. Maxx, and Best Buy

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process.

Noise

__________ is anything that reduces an integrated marketing communication's clarity and accuracy

Noise

Manufacturers' agents offer products that are both

Noncompeting and complementary

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is

Personal selling

To maximize promotional effectiveness, marketers must strive to

Properly plan, implement, coordinate, and control communications

Communication through the use of annual reports, event sponsorships, and news stories is referred to as

Public relations

Prija approaches Paul Hendrix, owner of Hendrix Auto Parts, to talk about the possibility of adding a new line of products to his store. Prija tells Paul that the product is a line of high-quality driving sunglasses. She offers to set up the display, service and restock it weekly, and maintain billing and inventory records. She tells Paul that all she needs is a couple of square feet of space. Prija is in the business of serving retailers as a

Rack jobber

Your firm is a full-service, specialty-line wholesaler, and you own display shelves in discount stores. Your firm is a

Rack jobber

Which of the following seems the most natural fit for product placement?

Reality television

Facing competition from Walmart as a low-cost retailer, Target has updated its _____ to be a mass merchandiser of inexpensive yet chic goods. To accomplish this, it has entered into design partnerships to offer low-cost goods made by famous designers.

Retail positioning

The management at Kohler Inc., a manufacturer of faucets, sinks, tubs, and other plumbing products, thinks that there will soon be a major growth in home remodeling due to rising home prices. The management decides to use ____ in several key cities to provide support services for its sales force in those areas, carry inventory, and offer credit and other services to its retail plumbing customers.

Sales branches

Abbot Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Abbot's use of which one of the following elements of the promotion mix?

Sales promotion

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is

Sales promotion

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

All of the following are types of limited-service merchant wholesalers except

Specialty-line wholesalers

Valentina recently made a friend from another country who works as a buyer at a large business firm. They get together with a group of friends and have a fun time hanging out. Valentina works at a computer firm, and when she finds out her friend's firm is looking to purchase new computers, she schedules an appointment with her friend. When they get together, Valentina is surprised when her friend quickly kisses her on both cheeks as a form of greeting. She is not sure what to do in return. This type of _________________ is not common in the United States as a form of greeting among new friends or business associates.

Tactile communication

When products are presented to television viewers, who can purchase them by calling a toll-free number and paying with a credit card, ____ is being used

Television home shopping

A franchise is an arrangement in which a supplier grants dealers the right to sell products in exchange for some type of consideration

True

Advertising is a paid form of nonpersonal communication

True

Buzz marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event

True

Distribution of all goods requires wholesaling activities, whether or not a wholesaling institution is involved

True

Exterior atmospheric elements include the appearance of the storefront, display windows, store entrance, and amount of traffic congestion

True

Selling agents have control over the marketing efforts of manufacturers and may be used in place of a marketing department

True

Retailers that sell only to members and feature discount retailing combined with cash-and-carry wholesaling are called

Warehouse clubs