MKT 300 - Test 3

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J. J. Watt, an NFL player, was featured in a Reebok and Finish Line print advertisement. The ad includes a photo of J. J. Watt and large text that reads, "Make an Imprint." Toward the bottom of the ad it says "Available at Finish Line" in small print with a link to Finish Line's website and a Finish Line logo. In the upper right corner is a Reebok logo with small text underneath that reads "Be more human." Which of the following is most likely to be the headline? The Reebok logo "Available at Finish Line" "Make an Imprint" J. J. Watt's photo "Be more human"

"Make an Imprint"

Scenario 12.5. A few months ago, a major B2B supplier raised prices of its products by 10 percent to compensate for changes in market conditions. One of its sales reps, Tamika was surprised when orders from her regular customers plummeted. Her normal order was $1,100. After the price increase, the average order dropped by 25 percent. Tamika became concerned that customers might look elsewhere. For this reason, she decided to start offering discounts. When one of her loyal customers, David, purchases $950 worth of product for his firm, the supplier gives David the terms "4/20 net 30." She wants to maintain her relationship with David and would ideally like to receive payment in less than a month. Refer to Scenario 12.5. How much would David have to pay if he pays in 25 days? In 19 days? $923; $950 $912; $950 $950; $665 $950; $760 $950; $912

$950; $912

Scenario 12.5. A few months ago, a major B2B supplier raised prices of its products by 10 percent to compensate for changes in market conditions. One of its sales reps, Tamika, was surprised when orders from her regular customers plummeted. Her normal order was $1,100. After the price increase, the average order dropped by 25 percent. Tamika became concerned that customers might look elsewhere. For this reason, she decided to start offering discounts. When one of her loyal customers, David, purchases $950 worth of product for his firm, the supplier gives David the terms "4/20 net 30." She wants to maintain her relationship with David and would ideally like to receive payment in less than a month. Refer to Scenario 12.5. Consider how the average order amount changed when prices were raised $75. The elasticity of demand is _______. With this in mind, the product can best be described as _______. 2.5; elastic 1.0; elastic 0.4; elastic 0.4; inelastic 2.5; inelastic

2.5; elastic

Scenario 12.1. Chantel, a resident of Denver, Colorado, decided to open up her own fine jewelry store. To do so, she used her life savings and a loan from the bank. Chantel was able to open up a store with sufficient inventory. She markets the jewelry as the "finest jewelry in the West." The most popular item Chantel sells is a rose gold bracelet that sells for $550. During one month, Chantel's fixed costs are $6,000. Her variable costs average about $400. Refer to Scenario 12.1. How many rose gold bracelets would Chantel have to sell to break even? 40 24 54 50 37

Adah works in logistics for a manufacturing firm and manages inventories. Her managers want the organization to be more lean, but Adah knows that stockouts can lead to customer dissatisfaction. Thus, determining optimal reorder points is vital. If the usage rate of her current product is ten units per day, the order lead time is five days, and the safety stock is ten, what is the reorder point? 10 105 50 60 500

ACE Corp. offers a price discount to encourage prompt payment. Which of the following is it likely to use? An allowance A trade discount A seasonal discount A cash discount A quantity discount

A cash discount

LOFT sends out a cents-off offer to its email subscribers to push sales. The next day, LOFT sends another. Overuse of cents-off offers might lead to what? Less brand loyalty Misredemption Fraud A cheapened brand image Complicated redemption

A cheapened brand image

ACE Corp.'s products have elastic demand. If ACE raises the price of products, what will be the result? A decrease in total revenue A decrease in product inventory An increase in market share A decrease in market share An increase in total revenue

A decrease in total revenue

PepsiCo launched a massive sustainability campaign involving water conservation and rain forest preservation. It wants to create an image of being a strong corporate citizen. After the campaign, PepsiCo wants to measure the extent to which its stakeholders view it as being ethical and socially responsible. What should PepsiCo conduct? An environmental audit A communications audit A social audit A public relations audit An ethical audit

A social audit

Subway creates a paid promotion featuring a different 6-inch sub of the day each day of the week. The sub of the day is only $3.50. Subway utilizes the radio to spread the word. Which promotion method is Subway using? Personal selling Advertising Buzz marketing Sales promotion Public relations

Advertising

Scenario 17.1. Maya is a sales representative for an artificial intelligence company. She attends a trade show and sets up a booth so attendees can learn more about her company. She collects the name and contact information of trade show attendees who visit her booth on an iPad. When she gets back to her office, Maya plans to review the contacts and determine whether they are current or previous clients of her firm, their industry and interests, and whether they are the key decision makers of the businesses. After this, her coworker Alan will call any relevant contacts to create a favorable impression and build rapport. Refer to Scenario 17.1. Alan plans to engage in which step of the personal selling process? Preapproach Making the presentation Overcoming objections Approach Prospecting

Approach

Miguel is setting prices for new couches. The couch he is currently looking at is higher quality and expected to last longer than a traditional couch. Miguel expects to set the price of the couch high because he knows that consumers anticipate paying more for longer-lasting products. What stage of the pricing process is Miguel currently at? Evaluating competitors' prices Determining the final price Developing pricing objectives Assessing the target market's evaluation of price Choosing a basis for setting prices

Assessing the target market's evaluation of price

Identify the advertisement below that most likely appeals to a target audience that is health conscious. Pandora highlights its sterling silver and 14K gold jewelry with photos of its diamond encrusted jewelry and the headline, "The Art of You." GEICO creates an ad that says the company can save consumers 15 percent or more on their car insurance. Downy releases an ad for its fabric conditioner featuring a college student in a dormitory and includes a coupon for $1 off in a student newspaper. Blue Diamond releases an ad in Shape showing a container of almonds jumping rope with the headline "Get your good going." Cozi creates an advertisement for its free family organizer app that helps parents create family schedules.

Blue Diamond releases an ad in Shape showing a container of almonds jumping rope with the headline "Get your good going."

Rory is hiring a part-time graphic designer who will exclusively work on corporate identity materials for her company. Which of the following should the graphic designer have experience designing? Coupons Business cards Institutional advertising Storyboards Facebook ads

Business cards

Scenario 12.5. A few months ago, a major B2B supplier raised prices of its products by 10 percent to compensate for changes in market conditions. One of its sales reps, Tamika was surprised when orders from her regular customers plummeted. Her normal order was $1,100. After the price increase, the average order dropped by 25 percent. Tamika became concerned that customers might look elsewhere. For this reason, she decided to start offering discounts. When one of her loyal customers, David, purchases $950 worth of product for his firm, the supplier gives David the terms "4/20 net 30." She wants to maintain her relationship with David and would ideally like to receive payment in less than a month. Refer to Scenario 12.5. What type of discount is the supplier offering David? Allowance Cash Transfer Trade Cumulative

Cash

Scenario 17.3. Constance is partnering with Archie, an engineer, to try and sell a new aerospace product. Constance has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Constance is very eager to make sales. Normally, Constance likes to work alone, but she appreciates Archie's expertise because she thinks his advice on product characteristics and applications will help increase sales significantly. Constance is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Archie will also provide the client organization with assistance on its applications and system design. Refer to Scenario 17.3. Suppose Constance is paid a fixed salary plus a sizable commission based on sales volume. What type of compensation system does Constance have for her personal selling efforts? Profit-sharing compensation plan Team-based compensation plan Combination compensation plan Straight commission compensation plan Straight salary compensation plan

Combination compensation plan

Scenario 12.4. Forouzan works at a firm that wants to develop a new pricing strategy for one of its products. The company has decided that its main objective for this product is to increase the product's sales in relation to industry sales. Forouzan has obtained a list of prices that tell her how much similar products are being sold for. Forouzan is particularly interested in the industry's top competitor because it has so much market share. After determining the price of its major competitor, Forouzan decided to undercut their price by several dollars. She believes putting a sign in their stores that features her company's discounted price next to the price of their major competitor for the same product will show consumers that Forouzan's company offers them a much better deal. However, she knows that she has to be careful not to misrepresent the competitor's price in the process. Refer to Scenario 12.4. Which of the following pricing strategies is Forouzan planning to adopt? Price lining Special-event pricing Customary pricing Penetration pricing Comparison discounting

Comparison discounting

Capital One coordinates its marketing efforts to continually set the message that its airline reward miles have no blackout dates. Both its print and television advertisements feature Jennifer Garner. Which of the following is the major goal of integrated marketing communication (IMC) in regard to its marketing messages? Flexibility Profitability Reliability Validity Consistency

Consistency

Lin is attempting to price a piece of custom-made equipment for a gym. The production costs of the equipment are hard to assess. She decides it would just be easier to add a specified dollar amount to the total cost. What type of pricing is Lin using? Cost-plus Demand-based Yield management Markup Dynamic

Cost-plus

Scenario 15.2. High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. Based on the scenario, what is High Kicks' most likely objective for the promotion of its new brand? Retaining loyal customers Creating awareness Stimulating demand Facilitating reseller support Combating competitive promotional efforts

Creating awareness

Danny has a dilemma. He works for a chocolate company and the price of chocolate is going up. The most logical solution would be to raise the price. However, Danny knows from his history in the business that their loyal customers would not look favorably on a price increase. For customers, candy bars are one of those items where the price rarely changes. Danny's firm has sold its candy bars for $0.99 for the past two decades. Danny feels that the next best solution to absorbing the extra costs is to make the candy bars slightly smaller without lowering the price. Danny's company is most likely using which of the following pricing strategies? Customary Product-line Penetration Price leader Everyday low price

Customary

Mitch works for Yelp. He helps existing clients optimize their business pages on Yelp so they get maximum exposure. New features are released regularly, so many clients have outdated pages. He informs them of new features and provides personal instruction. Mitch follows up with each client quarterly or as needed just to check in and make sure his clients are getting the most out of Yelp. What role is Mitch most likely in? Customer success manager Inside salesperson Trade salesperson Support salesperson Technical salesperson

Customer success manager

Department store

Malcolm has decided that he wants to open up his own law practice. The time has come to establish prices for his services. Due to his extensive experience and legal background, he believes that his fees should not relate directly to the time or effort spent on specific cases. Now that Malcolm has chosen the pricing strategy he wants to use, what is his next step? Developing pricing objectives Assessing the target market's evaluation of price Choosing a basis for setting prices Determining the final price Evaluating competitors' prices

Determining the final price

LEGOLAND is implementing a new type of pricing. When demand increases and more customers visit the parks, the price will increase. When demand dips during the slow season, prices will decrease. This is a way to help balance out supply and demand. What is another name for the type of pricing that LEGOLAND is using? Cost-plus pricing Competition-based pricing Markup pricing Dynamic pricing Cost-based pricing

Dynamic pricing

General Motors uses the phrase "precision matters" in an advertisement alongside a photo of a hummingbird to create the analogy that the precision with which this bird pollinates a flower is parallel to the commitment that GM workers have to producing high-quality, well-engineered, and well-manufactured cars and trucks. This is an example of what? Encoding Noise Marketing channel Feedback Decoding

Encoding

Lexi operates a service business that engages in systematically collecting data on brands and prices at competitors' stores for her business customers. For which stage of the price establishment process would this service be most appropriate? Selecting a pricing strategy Selecting a basis for pricing Developing pricing objectives Assessing the target market's evaluation of price Evaluating competitors' prices

Evaluating competitors' prices

Scenario 12.4. Forouzan works at a firm that wants to develop a new pricing strategy for one of its products. The company has decided that its main objective for this product is to increase the product's sales in relation to industry sales. Forouzan has obtained a list of prices that tell her how much similar products are being sold for. Forouzan is particularly interested in the industry's top competitor because it has so much market share. After determining the price of its major competitor, Forouzan decided to undercut their price by several dollars. She believes putting a sign in their stores that features her company's discounted price next to the price of their major competitor for the same product will show consumers that Forouzan's company offers them a much better deal. However, she knows that she has to be careful not to misrepresent the competitor's price in the process. Refer to Scenario 12.4. When Forouzan is examining the list of prices, she is most likely in which of the following stages? Determining the final price Choosing a basis for setting prices Assessing the target market's evaluation of price Developing pricing objectives Evaluating competitors' prices

Evaluating competitors' prices

Camila is undergoing the eight-step process for establishing prices for a newly launched product. She has just finished assessing the target market's evaluation of possible prices. What is Camila's next step? Evaluation of competitors' prices Selection of a pricing strategy Development of pricing objectives Determination of a specific price Selection of a basis for pricing

Evaluation of competitors' prices

When Gillette released a controversial ad endorsing the #MeToo movement and challenging men to behave better toward women, Gillette was able to gauge the reaction to its ad immediately through social media. Many people tweeted or messaged Gillette with their thoughts. This is an example of what? Encoding Decoding Feedback Channel capacity Noise

Feedback

Which of the following is most likely to use exclusive distribution? Nespresso espresso machines Ford vehicles Apple iPad Ferrari 488GTB Microsoft Office Suite

Ferrari 488GTB

Which of the following most likely constitutes buzz marketing? Five Guys is considering updating its slogan to appeal to a younger demographic of consumers. Five Guys uses chalk to draw out a giant professional-looking drawing of fries complete with the Five Guys logo on the boardwalk of a big city. Five Guys engages in a consumer game in which consumers receive board game prize stickers that come with the food they order. Five Guys posts a sign outside of its restaurants advertising a new lunch special. Five Guys partners with Farmville to feature a "Five Guys Farm" as part of the social media game for a limited time.

Five Guys uses chalk to draw out a giant professional-looking drawing of fries complete with the Five Guys logo on the boardwalk of a big city.

Stonybrook Organics—famous for its organic yogurt—came out with an advertisement that showed an idyllic setting of a cow resting comfortably in front of a barn. The headline read, "Grant a Farmer's Wish." The Stonyfield logo was at the top left. This is most likely to be what type of advertising? Product advertising Pioneer advertising Comparative advertising Institutional advertising Competitive advertising

Institutional advertising

Scenario 13.1. Redbox places its vending machines in easy-to-reach areas around pharmacies, grocery stores, discount stores, and more. Most customers of Redbox purchase video and game rentals around dinnertime, so the fact that many of the machines are located close to grocery stores is a strategic move that benefits both Redbox and the store. Redbox manages its selection by keeping track of what movies are being ordered frequently at that location. The individual kiosks inform the company about past purchases, and the company can adjust the availability of DVDs or Blu-rays based on this information. Customers can also reserve movies online. Redbox attempted to engage in digital distribution to compete with Netflix, but the initiative failed. Redbox, however, is not giving up as it recognizes that digital streaming is the future. Refer to Scenario 13.1. What type of market coverage is Redbox most likely to use? Exclusive distribution Extensive distribution Intensive distribution Selective distribution Intermediate distribution

Intensive distribution

Dell Computer and Harley Davidson are well known for their use of the just-in-time (JIT) approach. To which of the following logistics activities does the JIT approach belong? Warehousing Inventory management Order processing Transportation Materials handling

Inventory management

Scenario 13.1. Redbox places its vending machines in easy-to-reach areas around pharmacies, grocery stores, discount stores, and more. Most customers of Redbox purchase video and game rentals around dinnertime, so the fact that many of the machines are located close to grocery stores is a strategic move that benefits both Redbox and the store. Redbox manages its selection by keeping track of what movies are being ordered frequently at that location. The individual kiosks inform the company about past purchases, and the company can adjust the availability of DVDs or Blu-rays based on this information. Customers can also reserve movies online. Redbox attempted to engage in digital distribution to compete with Netflix, but the initiative failed. Redbox, however, is not giving up as it recognizes that digital streaming is the future. Refer to Scenario 13.1. Redbox kiosks keep track of what movies are being ordered frequently at that location. The individual kiosks inform the company about past purchases, and the company can adjust the availability of DVDs or Blu-rays it uses to supply the kiosks based on this information. These activities most likely fall under which of the following? Inventory management Order processing Transportation Materials handling Warehousing

Inventory management

Which of the following companies and their products would most likely use intensive distribution? Sony (electronics) Kimberly-Clark (paper-based products) Rolex (jewelry) Dell (electronics) Prada (handbags, fashion accessories, etc.)

Kimberly-Clark (paper-based products)

Scenario 14.2. Jordynn decides to open an Olive Garden franchise. She pays the franchise fees and opens the restaurant. Because Olive Garden is already a well-known name, Jordynn knows her chances of success are higher than if she opened her own restaurant from scratch. Jordynn hires experienced servers with great customer service skills. Jordynn would love to adopt an ancient Roman décor for her restaurant. However, she is told that her restaurant must have more of a Tuscany theme so that it remains consistent with other Olive Garden restaurants. Her restaurant becomes a major success. Jordynn's servers are especially adept at convincing patrons to purchase Olive Garden's bottles of wine. Refer to Scenario 14.2. What is one of the disadvantages Jordynn encountered by opening a franchise instead of her own restaurant? Higher costs Inconsistent business practices Loss of some control Higher failure rate Greater government regulations

Loss of some control

Juan thinks he has reached the point where he has maximized his profit. However, because this can be tricky to determine, he is not sure. He decides to test it by selling one more unit. If Juan is correct in his assumption, what should happen when he sells this additional unit? Juan will break even on his sales. Marginal revenue will exceed marginal cost. Profits will be reduced to zero. Marginal cost will exceed marginal revenue. Profit will increase but at a slower rate.

Marginal cost will exceed marginal revenue.

A sunscreen company sends out a press release about its limited-edition products which benefit a nonprofit for skin cancer. Which of the following is the best way for the sunscreen company to measure the impact the public relations message had on attitudes toward the company? Counting the number of media exposures Asking consumers for relevant feedback after the campaign Measuring attitude levels before and after the campaign Examining discussions about the campaign on social media forums Performing a content analysis of the message

Measuring attitude levels before and after the campaign

Scenario 16.2. OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled "How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed format but also included links to download the OkCupid app. Refer to Scenario 16.2. What type of advertising is OkCupid using? Pioneer Advocacy Institutional Comparative Native

Native

Felipe goes to a Toyota dealership looking for a new car. He finds a Toyota Corolla he really likes. The time has come to meet with the salesperson. What type of pricing strategy is the salesperson likely to adopt with Felipe? Professional pricing Penetration pricing Customary pricing Secondary-market pricing Negotiated pricing

Negotiated pricing

Makara works for a mobile marketing company that provides companies with a way to communicate with guests that frequently visit their stores. After Makara presents his company's services to a prospect, the prospect says that they are concerned about respecting the privacy of their guests. Makara quickly reassures the prospect that the technology is opt-in based, so guests have to provide their phone number and agree that the service can track their purchase behavior. What part of the personal selling process is Makara engaging in? Closing the sale Making the presentation Preapproach Following up Overcoming objections

Overcoming objections

Scenario 13.1. Redbox places its vending machines in easy-to-reach areas around pharmacies, grocery stores, discount stores, and more. Most customers of Redbox purchase video and game rentals around dinnertime, so the fact that many of the machines are located close to grocery stores is a strategic move that benefits both Redbox and the store. Redbox manages its selection by keeping track of what movies are being ordered frequently at that location. The individual kiosks inform the company about past purchases, and the company can adjust the availability of DVDs or Blu-rays based on this information. Customers can also reserve movies online. Redbox attempted to engage in digital distribution to compete with Netflix, but the initiative failed. Redbox, however, is not giving up as it recognizes that digital streaming is the future. Refer to Scenario 13.1. Consider that Redbox locates its kiosks close to shopping centers where customers can pick up a movie while out shopping for food or other supplies. Based upon this, what type of utility do Redbox's kiosks offer to consumers? Form utility Cost utility Possession utility Place utility Time utility

Place utility

Scenario 17.1. Maya is a sales representative for an artificial intelligence company. She attends a trade show and sets up a booth so attendees can learn more about her company. She collects the name and contact information of trade show attendees who visit her booth on an iPad. When she gets back to her office, Maya plans to review the contacts and determine whether they are current or previous clients of her firm, their industry and interests, and whether they are the key decision makers of the businesses. After this, her coworker Alan will call any relevant contacts to create a favorable impression and build rapport. Refer to Scenario 17.1. When she gets back to the office, Maya plans to engage in which step of the personal selling process? Overcoming objections Preapproach Prospecting Approach Making the presentation

Preapproach

Netflix has been working on what it believes is a revolutionary new technology for video streaming. The company is ready to showcase this technology. It knows this is a major news event and wants to get as much exposure as possible. Which public relations tool would probably be bestfor Netflix to use to announce this major news event? News release Feature article Captioned photograph Event sponsorship Press conference

Press conference

Scenario 12.3. Eduardo's company is about to release a new electronics product. The electronics product is estimated to have a short life cycle before it is replaced by an upgraded one. The company would like to recover the capital spent to produce the product. It therefore decides to charge the highest possible price for the product upon release. Eduardo's firm recognizes this might provide an advantage to competitors who may release the product at a lower price, but it believes customers will feel that the higher price signals higher quality. Refer to Scenario 12.3. What type of pricing strategy is Eduardo's company using for this product? Captive pricing Penetration pricing Differential pricing Price lining Price skimming

Price skimming

When you buy a new backpack from LLBean.com, which of the following consumer marketing channels are you using? Producer to industrial distribution to consumer Producer to wholesaler to retailer to consumer Producer to agent to wholesaler to retailer to consumer Producer to consumer Producer to retailer to consumer

Producer to consumer

AfterShokz releases an advertisement for its Titanium model of wireless stereo headphones. The ad highlights that they are lightweight and comfortable and allow for crystal clear calling. This is most likely to be what type of advertising? Product advertising Institutional advertising Comparative advertising Pioneer advertising Competitive advertising

Product advertising

Scenario 15.2. High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. High Kicks is engaging in what type of promotion? Word-of-mouth marketing Public relations Viral marketing Product placement Buzz marketing

Product placement

If Peloton seeks to lead the electronics industry in innovation, what type of pricing objective will it most likely adopt? Cash flow Return on investment Product quality Status quo Survival

Product quality

Chipotle recently introduced a game called "Cado Crusher" that allowed users to make their own guacamole and appreciate Chipotle's fresh ingredients. After playing, users received a coupon for free guacamole. The game was designed to reinforce consumers' understanding of the quality and freshness of its long-time favorite guacamole. This is an example of what? Promotion Feedback Noise New introductory promotion Primary demand

Promotion

Tyler owns a jewelry business and would like to get more customers. His ideal form of promotion would be a local television advertisement. However, he decides it costs too much for him to go that route. He decides to place an ad instead on Facebook at a fraction of the cost. What is Tyler's reason for choosing this form of promotion? Characteristics of the target market Availability of promotion methods Marketing objectives Characteristics of the product Promotional resources

Promotional resources

Scenario 17.1. Maya is a sales representative for an artificial intelligence company. She attends a trade show and sets up a booth so attendees can learn more about her company. She collects the name and contact information of trade show attendees who visit her booth on an iPad. When she gets back to her office, Maya plans to review the contacts and determine whether they are current or previous clients of her firm, their industry and interests, and whether they are the key decision makers of the businesses. After this, her coworker Alan will call any relevant contacts to create a favorable impression and build rapport. Refer to Scenario 17.1. At the trade show, Maya is engaging in which stage of the personal selling process? Prospecting Closing the sale Approach Making the presentation Preapproach

Prospecting

Uniqlo has adopted a system that employs tags and readers to identify and track materials tagged with special microchips through every phase of handling. This system is dramatically improving inventory control and equipment tracking while also thwarting distribution of counterfeit Uniqlo branded clothing. This system is best described as _______. Electronic data interchange (EDI) Radio frequency identification (RFID) Vertical marketing systems (VMS) Third-party logistics (3PL) firms Just-in-time (JIT)

Radio frequency identification (RFID)

Carlos is looking for a way to transport low-sulfur coal. He would like to choose a transportation mode that will get his product to its destination in a reasonable time period. He also needs the transportation mode he chooses to carry large quantities of this coal, but he would like to keep costs down. Which mode of transportation should Carlos use? Railroad Airplane Waterway Pipeline Truck

Railroad

Jordan is a sales representative for a company that sells drones. He has been working to build mutually beneficial long-term associations with his clients by regularly calling and emailing them. Jordan is confident he understands his clients' challenges and needs. What type of selling is Jordan doing? Relationship selling Team selling Training Trade selling Prospecting

Relationship selling

Walmart is requiring more trade sales promotion from Bolthouse Farms, a juice and smoothie company, to keep extensively promoting its products and displaying them on their shelves. Why will Bolthouse Farms most likely comply with Walmart's request? Declines in brand loyalty have made sales promotions aimed at persuading customers to switch brands more effective. Retailers like Walmart have gained considerable power in the supply chain. Heightened concerns about value have made customers more responsive to promotional offers. Retailers like Walmart have become more interested in long-term performance. Bolthouse Farms prefers sales promotion over the costlier advertising.

Retailers like Walmart have gained considerable power in the supply chain.

Rhiannon is an inside sales representative at a natural cosmetics company. She recently sold a new primer the company released to many clients. However, the pump on the primer bottle does not work properly. Investigation shows the error stems from the manufacturer of the pump. Rhiannon's sales manager had pressured Rhiannon to sell this new product, and now Rhiannon is worried that this is not an isolated incident. In this case, there could be a major recall, and the firm's CEO would have to get involved. If a client is highly dissatisfied and wants to express discontent, who are they most likely to contact first? The organization as a whole Rhiannon's sales manager The CEO Rhiannon The manufacturing factory

Rhiannon

Sales promotion

Scenario 17.3. Constance is partnering with Archie, an engineer, to try and sell a new aerospace product. Constance has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Constance is very eager to make sales. Normally, Constance likes to work alone, but she appreciates Archie's expertise because she thinks his advice on product characteristics and applications will help increase sales significantly. Constance is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Archie will also provide the client organization with assistance on its applications and system design. Refer to Scenario 17.3. Suppose Constance is paid by the sale, so her compensation depends entirely upon her sales during a given period. What type of compensation system does Constance have for her personal selling efforts? Combination compensation plan Team-based compensation plan Straight commission compensation plan Profit-sharing compensation plan Straight salary compensation plan

Straight commission compensation plan

Which of the following is most likely to use the channel where the good goes from producer to retailer to end consumer? Hershey Target Caterpillar Netflix Sysco

Target

Which of the following is an example of public relations? Macy's sends out notices through its mobile app informing consumers of its super sale on July 4. Target puts up a placard with the names and photos of employees recognized for exceptional service. Samsung creates a funny video that indirectly pokes fun at its competitor Apple. Patagonia pays for communication in a magazine. The Container Store provides hundreds of hours of employee training to enhance customer service.

Target puts up a placard with the names and photos of employees recognized for exceptional service.

Scenario 17.3. Constance is partnering with Archie, an engineer, to try and sell a new aerospace product. Constance has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Constance is very eager to make sales. Normally, Constance likes to work alone, but she appreciates Archie's expertise because she thinks his advice on product characteristics and applications will help increase sales significantly. Constance is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Archie will also provide the client organization with assistance on its applications and system design. Refer to Scenario 17.3. What type of sales position is Archie most likely to occupy? Outside salesperson Trade salesperson Customer success manager Technical salesperson Inside salesperson

Technical salesperson

Sahana has become well known for her beautiful jewelry creations. For years, she sold her jewelry in her downtown farmer's market as well as on Etsy.com. Sahana's Etsy sales were slow until she hired a professional photographer to take better pictures of her items using herself or friends as models. Sahana feels like she could make and sell more jewelry but isn't sure what retail format would best allow her to demonstrate her jewelry items and show them off. What type of retailing would you recommend that Sahana try next? Vending Online retailing Television home shopping Telemarketing Direct-response marketing

Television home shopping

Angie is the vice president of sales for a marketing analytics company that sells software to analyze social media data and provide predictive analytics. The software has become so complex, a single salesperson can no longer be an expert in every aspect of the product and purchase process. The CEO suggests Angie look into team selling. Which of the following is true about team selling? It involves building mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time. The salesperson takes the lead in the personal selling process, but other members of the team bring their unique skills, knowledge, and resources to the process. It usually involves the engineer or technical person taking the lead. It is most effective for mature products that do not have much complexity. It is usually suited for salespeople who operate in a highly competitive environment.

The salesperson takes the lead in the personal selling process, but other members of the team bring their unique skills, knowledge, and resources to the process.

Which of the following best represents noise in the communication process? A loud sound that startles an in-store consumer The failure of the receiver to listen to the message The failure to have a desired product in stock The use of technical jargon the receiver doesn't understand When the receiver refuses to provide relevant feedback

The use of technical jargon the receiver doesn't understand

Which of the following sites has likely been the most useful for marketers wanting to engage in viral marketing? Wikipedia Amazon Netflix YouTube Pandora

YouTube

Aramis Corporation sells hammers and other tools to Blue's Hardware Store. Suppose that Aramis, which is the only supplier of a specific type of hammer that Blue's sells, informs Blue's that it will have to purchase certain other products from Aramis if it wants to continue receiving the hammers. Blue's owner is dismayed because these other products are costly. It has no customers for these products. Aramis is attempting to get Blue's to enter into _______. exclusive dealing a vertical integration partnership restricted sales territories a refusal to deal a tying agreement

a tying agreement

Scenario 16.1. Noonsa provides copywriting services for promotions from several clients. Anna works on the artwork for the promotions using copy Noonsa writes. After they are finished, their colleague Rami arranges the artwork and copy. Currently, they are developing a print advertisement that will appear in a magazine. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 16.1. Noonsa, Anna, and Rami most likely work at a(n) _______. consulting firm public relations agency editing organization temp agency advertising agency

advertising agency

The J.Crew Ludlow Suit collection capitalizes on its positioning as "style with a substance." This is most likely the _______ for this particular J.Crew product line. advertising media plan advertising appropriation advertising campaign advertising platform advertising objective

advertising platform

Xavier is developing a media plan to derive maximum results from his media expenditures. Xavier is using _______ to go beyond human ability to make media decisions by matching the target audience to the right media selection for an effective plan. a competition-matching approach artificial intelligence (AI) an objective-and-task approach a recognition test a consumer jury

artificial intelligence (AI)

Scenario 14.2. Jordynn decides to open an Olive Garden franchise. She pays the franchise fees and opens the restaurant. Because Olive Garden is already a well-known name, Jordynn knows her chances of success are higher than if she opened her own restaurant from scratch. Jordynn hires experienced servers with great customer service skills. Jordynn would love to adopt an ancient Roman décor for her restaurant. However, she is told that her restaurant must have more of a Tuscany theme so that it remains consistent with other Olive Garden restaurants. Her restaurant becomes a major success. Jordynn's servers are especially adept at convincing patrons to purchase Olive Garden's bottles of wine. Refer to Scenario 14.2. The Tuscany theme Jordynn adopts, including photos of Italian scenes and Italian-style architecture, is part of Olive Garden's _______. multichannel selling direct marketing category management retail positioning atmospherics

atmospherics

When Malcolm walks into his local American Eagle store, he gets a message on his smartphone announcing that T-shirts in the store are 25 percent off today. This illustrates the use of _______. self-checkout beacons smart mirrors websites virtual fit

beacons

Corinne works in procurement for a major electronics company. One of her challenges is ensuring that raw metals, such as tungsten, coltan, and tantalum, are not being sourced from mines whose profits are used to finance war lords and terrorists. She's very excited to work with a new company that uses _______, an incorruptible digital recordkeeping system to track these precious metals from mine to manufacturer to ensure they are not "conflict metals." supply chain logistics blockchain cloudchain vertical integration

blockchain

Lyle founded a salsa manufacturing plant in his hometown of El Paso, Texas. Sales have been good, and demand for his products has been high. Lyle believes there are many more potential customers for his product in different regions of the country. He would like to sell to discount stores, restaurants, supermarkets, and more. Lyle does not have much experience in the sales area, however, and he cannot afford to hire a full-time salesperson yet. Lyle turns to Tim, an independent salesperson who works for several different clients in the food industry. Tim is a specialist in his field and has a number of connections in the food industry. Lyle is sure Tim will be successful in finding companies or restaurants who will want to purchase his salsa. Tim is most likely a(n) _______. drop shipper broker retailer agent direct marketer

broker

A _______ is a secondary incentive and is a sum of money that a producer gives to a reseller for each unit the reseller buys after an initial promotional deal is over. merchandise allowance cooperative advertising buy-back allowance scan-back allowance buying allowance

buy-back allowance

Scenario 16.3. Every year a small town hosts a popular relay race that gets nationwide attention. One year, Expedia donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 16.3. The New York Times requested a photo of the winner. They posted the photo on the news website. Underneath they included a brief description of the race and the winner. This is an example of a _______. product placement content marketing tool press release captioned photograph native advertisement

captioned photograph

catalog marketing

Joseph has a passion for quality electronics. His dream is to open up a large electronics store to compete against Best Buy. He thinks he can utilize supplier relationships to source the latest high-tech electronics at lower prices. Therefore, he thinks he can beat Best Buy on the type of products available as well as with lower price points. Joseph is most likely to open up a(n) _______. convenience store category killer off-price retailer department store warehouse showroom

category killer

Suppose you roast coffee and sell it to Maximum Markets. You have a good relationship with Maximum Markets and have relied on them for many years to display your coffees in their stores. Your marketing chain has been relatively short, going from you (the producer) to the reseller (Maximum Markets) to the end consumer. However, you recently received an offer to sell your coffee in other retail stores, some that compete directly with Maximum Markets. You also would like to start selling directly through your website. You decide to provide discounts for coffee sold online. Integrating more channel members and selling to customers directly is likely to cause _______ with Maximum Markets. channel integration channel cooperation logistics conflict vertical integration channel conflict

channel conflict

Scenario 15.2. High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. The type of promotional activity used is based on _______. costs and availability of promotional methods characteristics of the target market characteristics of the product promotional resources, objectives, and policies push and pull policies

characteristics of the target market

Scenario 14.1. Nicole has been wanting to open her own business for many years. After much saving and a loan from the bank, she was able to open up her own store. This store features upscale jewelry, footwear, and clothing for professional women. She uses a premium pricing strategy to demonstrate the quality of her products. As time passed, she added more product lines including luggage, beauty products, and even some housewares and electronics. Nicole has developed strong relationships with suppliers so that new orders come relatively quickly. Nicole distinguishes herself from the competition with the high level of service at her store. Her workers are trained to greet customers within fifteen seconds of them entering the store. She also gives her employees permission to take whatever time needed to make sure that customer needs are met. Refer to Scenario 14.1. Nicole located her very first store in a smaller shopping area where she sometimes partners with the other businesses to hold events or exhibits. Nicole chose this location because she wanted to attract customers looking for shopping or specialty products. She feels that many of the retailers in the shopping center offer products that cannot be found in the typical strip mall. Nicole located her shop in a _______. lifestyle shopping center community shopping center power shopping center regional shopping center neighborhood shopping center

community shopping center

Verizon releases advertising that informs users that it is "America's #1 Internet Service Provider." This is an example of _______. pioneer advertising institutional advertising reinforcement advertising comparative advertising competitive advertising

competitive advertising

Mountain Dew is known for its high customer engagement on social media. Mountain Dew would like to create a sales promotion that would allow customers to have fun. After doing some research, it decided upon a _______ because contestants would be more highly involved even if participation might be somewhat lower. consumer sweepstakes consumer game premium consumer contest frequent-user incentive

consumer contest

Scenario 17.2. Samsung sells household appliances to both individual customers through its site as well as through retailers such as Best Buy or Home Depot. Sales have been down lately as LG just came out with a new, popular refrigerator. Samsung wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive appliances. The consumer will receive a form that they will need to fill out and mail to Samsung to receive the money. Samsung also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 17.2. The first type of sales promotion mentioned is a(n) _______ sales promotion. The second type is a _______ sales promotion. trade; retail consumer; reseller individual; company trade; consumer consumer; trade

consumer; trade

Kya has a great relationship with retailers who sell her company's diamond engagement rings. Lately, one jewelry store has seemed reluctant to order more rings. According to the retailer, it does not seem to experience enough sales from their rings to justify selling them. Kya's firm tells the retailer that it will include a sterling silver tray with its next shipment of rings if the retailer will commit to purchasing one more shipment of their newest engagement rings and display the rings on the tray for at least a week. This is an example of a _______. merchandise allowance free merchandise push money dealer loader dealer listing

dealer loader

Dyson released a new hairdryer made with advanced technology. Evelyn is in charge of sales promotion. After examining the types of sales promotion that would be most effective, she chooses a _______. Although labor costs will be high, she knows it has proven to be a highly effective way of selling appliances. demonstration premium money refund point-of-purchase display free sample

demonstration

Joan is taking time out from her career as a marketing manager to be a stay-at-home mom. To supplement her family's income, she has recently arranged to host parties at her home for Pampered Chef. During these parties, she demonstrates Pampered Chef kitchen products to invited friends and former colleagues and gives them an opportunity to purchase Pampered Chef products. This is best described as _______. online retailing telemarketing vending direct selling television home shopping

direct selling

National Geographic sent Ray his monthly magazine. It also sent him a form letting him know that his subscription was running out. If he acts now, he can save $5 on his purchase. All Ray has to do to renew his subscription for the upcoming year is fill out a form and mail it with a check to National Geographic. This is an example of _______. telemarketing direct selling vending direct-response marketing catalog marketing

direct-response marketing

Wells Fargo's cross-selling scandal resulted in the creation of millions of fake accounts, betraying the trust of its customers. Wells Fargo has launched a series of campaigns to reestablish its credibility as a trusted bank. If Wells Fargo wants to identify changes in public opinion impacting the firm, it should conduct _______. a communications audit an environmental audit a social audit an aided recall test environmental monitoring

environmental monitoring

Scenario 16.2. OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled "Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed format but also included links to download the OkCupid app. Refer to Scenario 16.2. OkCupid wanted to know how effective its campaign was. It decided to survey BuzzFeed readers to measure how well they remembered the advertisement. OkCupid is currently in the _______ stage of the advertising campaign and is interested in implementing a _______. developing the media plan; pretest determining the advertising appropriation; unaided recall test choosing the advertising platform; posttest evaluating advertising effectiveness; posttest creating the advertising message; consumer jury

evaluating advertising effectiveness; posttest

Dollar General, Dollar Tree, Big Lots, and 99¢ Only Stores are best described as _______. supermarkets department stores warehouse clubs discount stores extreme-value stores

extreme-value stores

Kaylee has entered into an arrangement in which she can sell branded products, benefit from a national promotion program, and obtain equipment, buildings, management know-how, and marketing assistance in exchange for a percentage of her sales. This is best described as _______. direct marketing retail positioning online retailing franchising licensing

franchising

Scenario 14.1. Nicole has been wanting to open her own business for many years. After much saving and a loan from the bank, she was able to open up her own store. This store features upscale jewelry, footwear, and clothing for professional women. She uses a premium pricing strategy to demonstrate the quality of her products. As time passed, she added more product lines including luggage, beauty products, and even some housewares and electronics. Nicole has developed strong relationships with suppliers so that new orders come relatively quickly. Nicole distinguishes herself from the competition with the high level of service at her store. Her workers are trained to greet customers within fifteen seconds of them entering the store. She also gives her employees permission to take whatever time needed to make sure that customer needs are met. Refer to Scenario 14.1. Ten years have passed since Nicole opened her first store. She has since opened two more stores, and demand remains high. Her store has been listed as one of the top stores for customer service. Nicole would like to engage in wide-scale expansion in the United States. She is looking at an option that would allow her store to gain fast and selective product distribution without incurring the high cost of constructing her own stores. However, a disadvantage to this option would be the possibility of losing some control over the new stores. Nicole is most likely considering _______. franchising direct marketing opening a subsidiary direct selling wholesaling

franchising

SimpleTech is a startup that offers a line of smart technology products that integrate with Alexa and Google Assistant. Although its first products—smart electrical outlets and light switches—did very well, SimpleTech is facing some challenges getting its latest products into retail stores. The company's president wants to require retailers to purchase its entire product line in order to be able to order the electrical outlets and light switches. The company's legal counsel is recommending against this action because the courts have often rejected such agreements. SimpleTech is attempting to adopt _______. VMS agreements refusal to deal restricted sales territories full-line forcing exclusive dealing

full-line forcing

In 2015, Heinz and Kraft Foods merged into one company. This is most likely an example of _______. logistics strategic channel alliance horizontal channel integration multichannel distribution vertical channel integration

horizontal channel integration

If PetSmart began to acquire very successful local pet stores, this would be an example of _______. vertical integration horizontal integration multichannel integration digital integration channel power

horizontal integration

The United Kingdom's largest supermarket chain is called Tesco. Tesco is a grocery and general merchandise retailer. In some outer city regions, Tesco has opened up stores it calls Tesco Extra, which carries all of Tesco's product ranges. These stores are known for their massive size—the largest one is 185,500 square feet. Tesco Extra is most likely to be a _______. supermarket warehouse showroom warehouse club department store hypermarket

hypermarket

Ring, a smart home security company, wants to develop a campaign for its latest doorbell model. Before it can do anything else, Ring must _______. create the advertising platform determine the type of media identify and analyze the target audience define advertising objectives decide between advertising and public relations

identify and analyze the target audience

Janet works for an email marketing software company and sets up a booth at a digital marketing trade show. Interested representatives from different firms can talk with Janet about the products her company offers. Janet encourages each person that stops by to fill out a form with their information on it so her company can send them more information about their products as well as promotional opportunities. Janet is using this promotional technique to _______. create product awareness facilitate reseller support reduce sales fluctuations identify prospects retain loyal customers

identify prospects

Grainger specializes in products that are used to maintain, repair, and operate facilities (MRO products). Grainger takes title to products and carries inventories. It also offers services such as inventory management and support. Grainger is most likely a(n) _______. private warehouse megacarrier channel captain industrial distributor third-party logistics firm

industrial distributor

Scenario 12.1. Chantel, a resident of Denver, Colorado, decided to open up her own fine jewelry store. To do so, she used her life savings and a loan from the bank. Chantel was able to open up a store with sufficient inventory. She markets the jewelry as the "finest jewelry in the West." The most popular item Chantel sells is a rose gold bracelet that sells for $550. During one month, Chantel's fixed costs are $6,000. Her variable costs average about $400. Refer to Scenario 12.1. When Chantel raised the price of her rose gold bracelets by $75 to cover unexpected expenses, she was surprised to see that demand appeared to increase. She was making more sales at a higher price. This means the rose gold bracelets are _______. typical products price conscious inelastic elastic value conscious

inelastic

Nikkie works in the sales department of a business that sells hair styling pomade for men. For the majority of her workday, Nikkie talks to current customers. Some are individual consumers, while others are wholesalers that will resell the products. Most of Nikkie's job involves taking reorders from the customers. Sometimes she also follows up with a phone call to ensure the products were delivered on time. Nikkie is most likely a(n) _______ focused on _______. support salesperson; new-business sales inside salesperson; current-customer sales technical salesperson; current-customer sales customer success manager; new-business sales trade salesperson; current-customer sales

inside salesperson; current-customer sales

Kevin and Tayshia both manage accounts for their company. Kevin is based at the company's headquarters and takes orders, follows up on deliveries, and provides technical information. Tayshia engages in personal selling through face-to-face interactions by visiting clients regularly and prospecting new clients regularly. Kevin is likely a(n) _______ while Tayshia is a(n) _______. customer success manager; outside salesperson trade salesperson; inside salesperson inside salesperson; outside salesperson inside salesperson; current-customer sales outside salesperson; outside salesperson

inside salesperson; outside salesperson

The mayor of a major city held a press conference to comment on changes to a local ordinance and explain how it would affect the city. During the press conference, interested citizens could use Twitter to submit questions for a live Q&A. The mayor's staff monitored the questions and selected some of them for the mayor to answer during the press conference. The Q&A will be published later on the mayor's blog. This can best be described as _______. personal selling a push policy integrated marketing communications viral marketing word-of-mouth communication

integrated marketing communications

Within its supply chain, Walmart establishes channel policies and coordinates development of the marketing mix. Walmart most likely _______. is horizontally integrated has channel power is a channel captain is vertically integrated is a digital channel member

is a channel captain

Scenario 16.1. Noonsa provides copywriting services for promotions from several clients. Anna works on the artwork for the promotions using copy Noonsa writes. After they are finished, their colleague Rami arranges the artwork and copy. Currently, they are developing a print advertisement that will appear in a magazine. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 16.1. Rami is most likely working on _______. the headline a regional issue the storyboard layout illustrations

layout

Mallory loves her job. She sells complementary products of several producers in assigned territories and is compensated through commissions. Mallory is highly effective at selling these products and is able to earn a high income from commissions. The best part is she never actually owns the products she sells. She acts more as a salesperson. Mallory is most likely a(n) _______. manufacturer's agent megacarrier wholesaler logistics manager industrial distributor

manufacturer's agent

Scenario 12.4. Forouzan works at a firm that wants to develop a new pricing strategy for one of its products. The company has decided that its main objective for this product is to increase the product's sales in relation to industry sales. Forouzan has obtained a list of prices that tell her how much similar products are being sold for. Forouzan is particularly interested in the industry's top competitor because it has so much market share. After determining the price of its major competitor, Forouzan decided to undercut their price by several dollars. She believes putting a sign in their stores that features her company's discounted price next to the price of their major competitor for the same product will show consumers that Forouzan's company offers them a much better deal. However, she knows that she has to be careful not to misrepresent the competitor's price in the process. Refer to Scenario 12.4. Forouzan's firm has adopted a _______ pricing objective. profit cash flow market share return on investment status quo

market share

Artemis Inc. has a pricing objective to increase its primary product's sales relative to total industry sales. This is best described as a _______. return on investment objective product quality objective cash flow objective market share objective status quo objective

market share objective

Land's End mines the data obtained from all customer interactions on its website using _______ tools in order to better understand customers' needs and to make recommendations to them. sales data beacon app marketing analytics decision support system

marketing analytics

Mamrie works as a marketer for a big box store. Because Mamrie loves the Economist, she takes out an advertisement in the next issue. However, Mamrie later realizes that middle and lower-income individuals—a significant portion of the target market for her company's product—do not read the Economist. In fact, most do not even read print magazines anymore. Mamrie's campaign suffers from the use of the wrong _______. decoding process encoding marketing channel noise source

marketing channel

Scenario 17.2. Samsung sells household appliances to both individual customers through its site as well as through retailers such as Best Buy or Home Depot. Sales have been down lately as LG just came out with a new, popular refrigerator. Samsung wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive appliances. The consumer will receive a form that they will need to fill out and mail to Samsung to receive the money. Samsung also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 17.2. As the scenario describes Samsung agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. This is most likely a _______. dealer loader merchandise allowance cooperative advertising buy-back allowance free merchandise promotion

merchandise allowance

multichannel retailing

Alexa works for an engineering firm that is about to change its slogan. While Alexa did not plan to announce the change, the company's public relations agency suggests a single page _______ explaining the change in order to spread the word. news release press conference feature article advertisement captioned photograph

news release

Apple has long promoted the style, design, and quality of its products and has become very successful because many consumers consider these characteristics desirable. Apple can best be described as operating in an environment of _______. marginal analysis pricing objectives price competition price elasticity nonprice competition

nonprice competition

Ross Dress for Less is a retail chain that buys manufacturers' seconds, overruns, returns, and off-season production runs of apparel at below-wholesale prices for resale to consumers at deep discounts. Ross stores offer limited lines of national-brand and designer apparel and accessories. Consumers appreciate the ability to purchase name-brand goods at discounted prices, and the stores do particularly well during economic downturns. Ross is best classified as a(n) _______. warehouse showroom department store category killer off-price retailer traditional specialty retailer

off-price retailer

Damian works at Ulta. A customer approaches him and mentions they saw an advertisement for a new eyeshadow palette that just came out. Damian informs the customer that the store is sold out but will get a new shipment in two weeks. Damian also informs the customer the store has several eyeshadow palettes that are very similar and leads them to a product that he feels will meet their needs. Damian is engaging in _______. sales promotion public relations personal selling advertising prospecting

personal selling

Cotton Incorporated frequently runs advertisements for clothing made from cotton with the tagline, "the fabric of our lives." Their ads do not promote any brand in particular. Cotton Incorporated is trying to stimulate _______. selective demand primary demand new introductory promotion awareness product trial

primary demand

Scenario 13.1. Redbox places its vending machines in easy-to-reach areas around pharmacies, grocery stores, discount stores, and more. Most customers of Redbox purchase video and game rentals around dinnertime, so the fact that many of the machines are located close to grocery stores is a strategic move that benefits both Redbox and the store. Redbox manages its selection by keeping track of what movies are being ordered frequently at that location. The individual kiosks inform the company about past purchases, and the company can adjust the availability of DVDs or Blu-rays based on this information. Customers can also reserve movies online. Redbox attempted to engage in digital distribution to compete with Netflix, but the initiative failed. Redbox, however, is not giving up as it recognizes that digital streaming is the future. Refer to Scenario 13.1. Shane is in charge of working with movie studios and third-party distributors to purchase DVDs and Blu-ray discs to be made available through the kiosks. His only responsibility is to procure the movies and video games for the different kiosks. Purchasing specifically falls under _______. intermediary management logistics management operations management procurement channel management

procurement

L'Oréal engages in _______ on MTV's The Hills: New Beginnings by strategically featuring their makeup products being used by cast members to reach the product's target markets. word-of-mouth communication product placement product integration viral marketing buzz marketing

product placement

Scenario 15.3. John and his husband Miguel are highly critical of promotion. Recently their son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on television have convinced his son that he must have the bike to be happy. However, Miguel's main concern is that the ads on television are misleading about the features of the bicycle, so he worries their son will be disappointed with the real thing. Refer to Scenario 15.3. John believes that _______. promotion costs too much promotion promotes potentially harmful products promotion increases prices promotion creates needs promotion is deceptive

promotion creates needs

Scenario 15.3. John and his husband Miguel are highly critical of promotion. Recently their son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on television have convinced his son that he must have the bike to be happy. However, Miguel's main concern is that the ads on television are misleading about the features of the bicycle, so he worries their son will be disappointed with the real thing. Refer to Scenario 15.3. Miguel believes that _______. promotion increases prices promotion costs too much promotion is deceptive promotion promotes potentially harmful products promotion creates needs

promotion is deceptive

IHOP (International House of Pancakes) announced it would change its name to IHOb (International House of Burgers). While the temporary stunt received both positive and negative attention from consumers as well as the media, the campaign was intended to be a fun _______ tool to draw attention to IHOP's burger selection. content marketing advertising search advertising public relations sales promotions

public relations

Scenario 15.1. Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. The campaign was so successful that Aiden decided to host a press conference to announce the winner. Aiden invited the media to film the event. The CEO of the firm named the finalists and then called out the winner. This all occurred with much fanfare. An illustration of the proposed board game with a short description was provided to reporters to publish in the paper. This campaign is an example of _______. advertising personal selling sales promotion buzz marketing public relations

public relations

Scenario 16.3. Every year a small town hosts a popular relay race that gets nationwide attention. One year, Expedia donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 16.3. Expedia's donation of a travel package for the winner of the relay race was most likely an attempt to generate positive _______. content marketing viral marketing sales promotion advertising public relations

public relations

Scenario 16.3. Every year a small town hosts a popular relay race that gets nationwide attention. One year, Expedia donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 16.3. Suppose that USA Today writes an article about this year's relay race. This acts as _______ for the small town. viral marketing publicity pioneer advertising a press conference a feature article

publicity

Daniel always has to purchase popcorn whenever he goes to the movies. Popcorn is typically marked up 1,275 percent. However, Daniel is willing to pay this price. For Daniel the _______ is influencing his view of price. product quality type of product purchase situation marketing mix target market

purchase situation

Anjali Ravi and Sofia Samilpa are starting a business where they own and stock display racks in supermarkets, discount stores, and drugstores with current magazines. Ravi and Samilpa's business would best be described as _______. rack jobbers truck jobbers specialty-line wholesalers drop shippers general-merchandise wholesalers

rack jobbers

Scenario 17.2. Samsung sells household appliances to both individual customers through its site as well as through retailers such as Best Buy or Home Depot. Sales have been down lately as LG just came out with a new, popular refrigerator. Samsung wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive appliances. The consumer will receive a form that they will need to fill out and mail to Samsung to receive the money. Samsung also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 17.2. As the scenario describes, Samsung plans to create a sales promotion in which it will send a specified amount of money to consumers who purchase one of Samsung's more expensive appliances. This is most likely a _______. rebate money refund cents-off offer buy-back allowance coupon

rebate

A boutique is open Monday through Saturday from 9 a.m. to 6 p.m. The store usually has some type of sales promotion during the weekdays but rarely offers them on Saturdays. This promotional strategy is most likely because the owner wants to _______. create product awareness retain loyal customers reduce sales fluctuations identify prospects facilitate reseller support

reduce sales fluctuations

Shiloh is part of team creating a new advertisement for Bounty paper towels. Shiloh favors showing a large photo of the paper towels cleaning up a spill with the popular tagline, "Quicker Picker Upper." Another team member, Luanne, prefers an advertisement that will describe how Bounty is superior to Brawny, a competitor. Shiloh favors a(n) _______ advertising approach, while Luanne favors a _______ approach. comparative; competitive reinforcement; pioneer institutional; product reminder; reinforcement reminder; comparative

reminder; comparative

Scenario 14.3. Delilah owns a pottery store in a small town. In recent years she has been able to expand her pottery store significantly. Demands for her pottery have grown from outside of the area, and many fans follow the photos of new designs and art pieces posted on Delilah's Facebook page. Delilah does not want to open a new location in a more urban area, but she would like her fans from outside the region to be able to order pottery easily. Additionally, some of her firm's most loyal supporters live in towns even more rural than Delilah's. Delilah is looking for a marketing distribution method that would not be too high in cost and would not require a whole lot of time. She already sells through her website, but she wants to open up another channel of distribution. Refer to Scenario 14.3. The reason why Delilah chose to locate her one retail location in this small town was because the town has a reputation for being an "art colony." It is located off a major highway, and a lot of travelers stop in. Others are willing to travel from miles away. When Delilah looked at the market, she realized most sellers of art in the community were charging premium pricing. This worked fine for those who traveled from far away to shop for art, but most people who were just passing through on their way to another destination did not want to make such a big investment. Recognizing this, Delilah chose to price her pottery at more reasonable prices. This is an example of _______. atmospherics category management direct marketing vending retail positioning

retail positioning

retailing

When Olive Garden sells wine to its customers in the restaurant, this is an example of _______. retailing direct marketing warehousing wholesaling vending

retailing

Scenario 15.1. Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. In order to communicate the message, Aiden had to convert his message into writing that represented the ideas he was trying to get across. Aiden is the _______ of the message, and he is involved in _______. source; decoding source; reducing noise receiver; encoding source; encoding communications channel; decoding

source; encoding

Arturo works at a wholesaler that specializes in organic, grass-fed beef. Resellers wanting to purchase from Arturo's organization have few options to choose from because its beef products tend not to vary. Arturo most likely works for a _______. specialty-line wholesaler limited-line wholesaler general-merchandise wholesaler rack jobber limited-service wholesaler

specialty-line wholesaler

Emerald Nuts released an advertisement describing the health benefits and nutritional value of different nut varieties such as cashews and peanuts. Emerald's objective for this promotion is most likely to _______. stimulate primary demand retain loyal customers encourage product trial create awareness stimulate selective demand

stimulate primary demand

BSNF Logistics is an organization that companies can use to help with their logistics needs. BSNF touts its strong capabilities in land, air, water, and rail services. It creates customized solutions to meet a variety of logistics needs for its customers. BSNF Logistics maintains that it has strong expertise in core logistics activities and can often perform these activities more efficiently. BSNF is most likely a(n) _______. manufacturers' agent megacarrier industrial distributor third-party logistics firm wholesaler

third-party logistics firm

Hulu enables consumers to watch select TV shows whenever they want instead of when they are broadcast. This illustrates _______. place utility time utility possession utility technological utility form utility

time utility

Jeff works in the sales department of a large firm that sells to retailers. His main duties are to help clients restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers. Jeff is most likely a(n) _______. inside order taker technical salesperson customer success manager trade salesperson outside salesperson

trade salesperson

Phydeaux & Friends is an independent retailer that carries deep product lines of pet supplies. This small, locally-owned store is best classified as a(n) _________. category killer traditional specialty retailer department store off-price retailer warehouse showroom

traditional specialty retailer

In addition to producing the popular iPod and iPad, Apple also helps design the components as well as the processors. It also owns its own retail stores. Apple therefore operates in the hardware, software, services, and retail industries. This is an example of _______. horizontal channel integration vertical channel integration channel conflict channel cooperation channel leadership

vertical channel integration

After slumping sales, Joe needs to create an advertisement. He depends heavily on local TV and radio stations for copywriting, artwork, and advice about scheduling media. Joe most likely works at a(n) _______. large firm very small firm advertising agency consulting firm public relations agency

very small firm

Cardinal Health specializes in the distribution of pharmaceuticals and medical products. It recently completed a transaction where it provided a national hospital chain with a new supply of pharmaceuticals used to help control pain after surgery. Cardinal Health is engaging in _______. warehousing retailing manufacturing direct marketing wholesaling

wholesaling

Sarah's startup which sells smart home devices has a growing sales force across the country. It's finally time to divide the sales territories. When creating sales territories, Sarah should try to create territories _______. that are the same size with similar sales potential that focus on urban areas with similar shapes that are geographically divisive

with similar sales potential

Because Brianna loves Chinese food, she was eager to check out a new Chinese restaurant. The restaurant had undertaken a large-scale promotional campaign, with television commercials, glossy magazine ads, and large billboards. However, when she talked to two of her friends, they told her the service was terrible and quality was poor. Based on these recommendations, Brianna decided it was not worth it to try out the restaurant. The Chinese restaurant failed to realize the importance of _______. publicity word-of-mouth marketing electronic marketing push policies buzz marketing

word-of-mouth marketing

Firefly Space Shuttles is using a strategy of maximizing revenues by making numerous price changes in response to demand, competitors' prices, or environmental conditions. This is best described as _______. yield management cost-plus pricing markup pricing competition-based pricing cost-based pricing

MKT 300 - Test 3

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