MKTG - CH. 13-14, 17 QUIZZES

Advertising agencies typically receive... A. a 25% commission paid by the media from which it makes purchases. B. a 15% commission paid by the media from which it makes purchases. C. a 15% commission from the company whose product they are helping advertise. D. a 10% commission from the advertising company and 10% from the media they use.

B. a 15% commission paid by the media from which it makes purchases.

The verbal portion of an advertisement, including headlines, body, and signature, is called the A. artwork. B. copy. C. storyboard.

B. copy.

T/F: A feature article is longer than a news release and is written for a particular publication.

TRUE

Kent works in the public relations department of his company. He sends a news release about a new product offering to several newspapers and television stations. Kent knows from past experience that even when the media use his news releases, they often release the information at inopportune times. They will also sometimes cut out what Kevin believes are the most important points to make the news fit. However, Kent accepts these disadvantages because free publicity offers the advantage of A. credibility. B. target market awareness. C. timeliness.

A. credibility.

Companies that sell products with high profit margins are more likely to use _______. Companies selling products whose sales are directly related to product availability will most likely use _______. A. exclusive distribution; intensive distribution B. exclusive distributive; selective distribution C. selective distribution; intensive distribution D. selective distribution; exclusive distribution E. intensive distribution; exclusive distribution

A. exclusive distribution; intensive distribution

When Jennifer buys organic produce for her household using a channel with just one intermediary, that intermediary is classified as a... A. retailer. B. wholesaler. C. broker. D. functional middleman. E. producer.

A. retailer.

Which of the following statements applies to media planning? A. Characteristics of the product are the most important consideration in selecting the media for a campaign. B. The message content affects the types of media used for an advertising campaign. C. The location of the advertising target is irrelevant in media planning.

B. The message content affects the types of media used for an advertising campaign.

Miles, sales manager for Enterprise Lumber, tells Julian, the firm's inventory manager, that the firm's failure to have adequate supplies of pressure-treated lumber on hand has cost the firm $175,000 in lost sales. This figure represents which of the following inventory management costs? A. Carrying B. Replenishment C. Stockout D. Safety stock E. Reorder

C. Stockout

You are considering hiring an outside consultant to help you improve your services business. You believe your most pressing issue is how to maintain consistent quality in the delivery of your services. Your customer surveys suggest you need to work on this very important issue. Based on this, you should be looking for a consultant who has experience in dealing with the _______________ issue related to services.​ ​A. inseparability ​B. perishability C. heterogeneity ​D. intangibility ​E. customer relationship

C. heterogeneity

A car dealership is altering how it determines its advertising appropriation. It is moving from an approach where it sets its budget based on projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. It is switching from the _____ approach to the _____ approach. A. competitive-matching; arbitrary B. percentage-of-sales; competitive-matching C. competitive-matching; objective-and-task D. percentage-of-sales; objective-and-task

D. percentage-of-sales; objective-and-task

Durable goods such as appliances generally reach their target markets through ____; goods such as automobile tires generally reach their target markets through _____. A. intensive distribution; intensive distribution B. exclusive distribution; intensive distribution C. selective distribution; exclusive distribution D. selective distribution; intensive distribution E. selective distribution; selective distribution

E. selective distribution; selective distribution

T/F: Direct consumers of a nonprofit organization's products are called general publics.

FALSE

T/F: If a restaurant, known for its delicious food and fun entertainment, does not serve alcohol, it is displaying advocacy advertising.

FALSE

T/F: Materials handling is important in efficient warehouse operations but has little to do with customers' ultimate satisfaction with a product.

FALSE

T/F: Salespeople's perception of brand advertising is negatively related to their effort and performance.

FALSE

T/F: Client-based relationships are interactions that result in satisfied customers who repeatedly use a service over time.

TRUE

T/F: Procurement involves the processes to obtain resources to create value through sourcing, purchasing, and recycling, including materials and information.

TRUE

T/F: Product advertising is often used to stimulate demand directly.

TRUE

T/F: Radio copy should consist of short, familiar terms.

TRUE

T/F: Selecting a convenient location is important to the distribution of a nonprofit service.

TRUE