MKT 320 Exam 4 Review

"Now available—the latest fall fashions" is an example of a(n) __________ advertising message. socially responsible informative reminder institutional persuasive

informative

Dawn works for a firm that buys products directly from the manufacturer and resells them to retailers, who then sell the products to consumers. Dawn works for a _____________ retail jobber. store representative. wholesaler. retail distribution center. manufacturer's representative.

wholesaler

__________ is when two or more firms join to reach a target audience. Cross-promotion Promotional co-branding Multitarget promoting Convenience promoting Joint-venture promotion

Cross-promotion

__________ offer a limited assortment of general merchandise at very low prices and are often found in lower-rent locations. Extreme value retailers Category specialists Off-price retailers Discount stores Department stores

Extreme value retailers

__________ is the term used to describe the situation when retailers use some combination of stores, catalogs, and the Internet to sell merchandise. Opportunistic retailing Horizontal channel integration Omnichannel retailing Cross-channel leverage Vertical channel integration

Omnichannel retailing

If you're a manufacturer, and you want to showcase your product in a store that has a narrow but deep selection of merchandise and where expert sales associates can assist customers with their selections, you'd most likely choose an off-price retailer. a warehouse club. a department store. an extreme value retailer. a specialty store.

a specialty store.

Because of its size and relative power, Walmart can easily impose controls on small manufacturers, such as PenAgain, but with large, powerful suppliers such as P&G, the control is more balanced between parties. Walmart's various marketing channel relationships offer examples of different forms of a(n) ______________ marketing system. cooperative independent conventional horizontal corporate administered vertical

administered vertical

Personal selling is an especially important part of IMC in web tracking. event sponsorships. business-to-business settings. stealth marketing. cause-related marketing.

business-to-business settings.

Especially for marketers with new products or services, IMC is needed because consumers need to know all about the features of new products before making a purchase decision. consumers are unlikely to buy products they are not aware of. pricing decisions cannot be made without IMC. new products and services need to be integrated into the supply chain value proposition. it is impossible for products to sell themselves through word-of-mouth communication.

consumers are unlikely to buy products they are not aware of.

In a(n) __________ marketing channel, none of the participants have any control over the others. cooperative administered conventional corporate contractual

conventional

In the movie Field of Dreams, one of the memorable phrases is, "If you build it, he will come." The AIDA model would suggest that after marketers "build" a product or service and create awareness among consumers, they need to promote sufficiently to gain global attention. offer discounts to increase purchase intentions. create interest among consumers, persuading them to investigate further. take steps to encourage immediate purchase. determine the level of desire needed to sustain action

create interest among consumers, persuading them to investigate further.

Compared to other IMC alternatives, advertising is extremely effective for reducing the potential for noise. decoding messages efficiently. repositioning consumers in the AIDA model. closing a sale. creating awareness and generating interest in a product.

creating awareness and generating interest in a product.

If a firm declared that it wanted to develop a strategic relationship, but was unwilling to commit funds or any effort to make it succeed, there would be an obvious lack of __________________ a contractual arrangement. mutual trust. common goals. open communication. credible commitments.

credible commitments.

Annabeth is looking for a Michael Kors chronograph watch, and assumes she can view and try them on at Macy's. She makes a special trip to the store to look at the watches, and selects the style she likes best. Which aspect of choosing a retail partner allowed Annabeth to confidently shop for this item at a particular store? channel structure channel characteristics customer expectations vertical integration of channel distribution intensity

customer expectations

If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble __________ the IMC message. tracking decoding encoding transmitting precoding

decoding

Having no intermediaries between the buyer and seller is a defining characteristic of a(n) _______ marketing channel. indirect simple direct horizontal vertical

direct

Trisha makes purses out of old blue jeans and sells them to customers at local craft fairs. What type of marketing channel does this represent? vertical direct simple indirect horizontal

direct

Which of the following is the least interactive IMC strategy? online marketing via social media mobile marketing personal selling direct marketing via catalog direct marketing via telemarketing

direct marketing via catalog

When purchasing books on Amazon.com, customers are shown other books and a message saying "Customers who purchased [your book] also purchased . . ." This is an example of public relations. mass media advertising. direct marketing. publicity. sales promotions.

direct marketing.

Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Danielle's message will focus on a(n) __________ appeal. emotional institutional niche marketing reminder informational

emotional

Anbinh Fashions is launching a new line of one-of-a-kind designer jewelry. Each piece is handcrafted, and production volumes will be very low. To emphasize the unique nature of this jewelry, Anbinh Fashions will most likely choose _________ distribution. monopolistic luxury selective exclusive intensive

exclusive

The __________ stage of the advertising campaign planning process can be described by the question, "Whom are we trying to talk to?" identifying target audience conveying the message determining the advertising budget setting advertising objectives assessing the impact

identifying target audience

Unusual and exciting displays like Bass Pro Shops' climbing wall and stocked aquarium are examples of ______________ co-op advertising. in-store promotions. mobile marketing. mass media gimmicks. promotional discounts.

in-store promotions.

A local furniture store buys furniture from various manufacturers and resells the furniture to its customers. What type of marketing channel does this represent? vertical direct horizontal simple indirect

indirect

Some companies want to get their products into as many outlets as possible, understanding that the more exposure a product gets, the more it will sell. If this is consistent with the company's overall strategy, it will choose __________ distribution. independent exclusive primary intensive selective

intensive

Persuasive advertising is often used when competition is nonexistent. is ineffective. is declining. is cooperating. is most intense.

is most intense.

Students of marketing often overlook or underestimate the importance of place in the marketing mix simply because it occurs after making pricing decisions. no one is directly in charge of place decisions. the product itself is so much more important. it happens behind the scenes. it conflicts with promotion.

it happens behind the scenes.

At the BMW plant in Spartanburg, South Carolina, rather than use a typical order-to-delivery process, it has suppliers deliver parts every four hours when the plant is in operation. BMW uses a ______ inventory control system. cross-docking just-in-time (JIT) UPC pick ticket lead time

just-in-time (JIT)

When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's _________ product placement. advertising plan. media mix. supply chain messaging. niche buy.

media mix.

An advertisement for Titleist golf balls that airs on the cable television Golf Channel network is an example of what type of media channel? select mass institutional product placement niche

niche

Julie is developing a budget for her firm's IMC program. First she sets objectives. Then she chooses media, and finally she determines the cost for each product to be promoted. Julie is using the __________ method of establishing an IMC budget. track and decode objective-and-task sender-receiver rule-of-thumb reach and frequency

objective-and-task

If you were a marketer for a clothing manufacturer and you wanted to improve revenues from irregulars, production overruns, and returns, you would be attracted to using ____________ department stores. off-price retailers. specialty stores. category specialists. supercenters.

off-price retailers.

Traditionally, marketers have seen the role of __________ as generating short-term results, whereas the goal of __________ was to lead to long-term results. advertising; personal selling corporate blogs; public relations advertising; public relations public relations; institutional advertising sales promotion; advertising

sales promotion; advertising

Public relations is the component of IMC that supports other promotional efforts by generating "free" media attention. converts mass media advertising into direct marketing. has received the greatest increase in spending. most effectively uses IMC encoding. generates the most gross rating points.

supports other promotional efforts by generating "free" media attention.

Unlike advertising, public relations ______________ supports promotional efforts by generating "free" media attention and good will. converts mass media advertising into direct marketing. is considered a human resource function. should not be considered part of the marketing area. accounts for a greater increase in marketing spending.

supports promotional efforts by generating "free" media attention and good will.

One of the greatest constraints faced by store-based retailers—and one that the Internet channel can address—is interactive customer service. price competition. the amount of merchandise that can be carried in a physical store. competition from other retailers. common zoning restrictions limiting the kinds of merchandise that can be offered for sale.

the amount of merchandise that can be carried in a physical store.

The right communication channel to use in IMC is the one that will connect to the desired recipients. the traditional channel used in that particular retail sector. network advertising, local newspapers, and regional radio stations. the one with the best encoding capabilities. the one that maximizes decoding difficulty.

the one that will connect to the desired recipients.

The effectiveness of an advertising campaign is assessed during the campaign by ____________ pull strategies. pretesting. flighting. tracking. push strategies.

tracking.

Generally, the larger and more sophisticated the channel member, the less likely that it will ___________ be concerned about competitive actions. use supply chain intermediaries. rely on marketing research. use omnichannel marketing. use intensive distribution

use supply chain intermediaries.

The Stanley company wants Home Depot to carry all its tools but not the tools of its competitors so that Stanley can maximize its sales. But Home Depot carries a mix of tool brands so it can maximize the sales in its tool category. This misalignment of goals will likely lead to a ________ channel conflict. horizontal conventional Independent vertical coercive

vertical