MKTG

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) ____ tool.

public relations

Use the following to answer the questions. ​ Glenwood Pet Hospital is considering implementing a new pricing strategy for its veterinarian services. After reviewing the previous three years' revenue, Glenwood finds that most of its customers bring their pets in for the required annual vaccinations and then only if the animal is ill. Glenwood's objective is to generate more income per customer on an annual basis. The hospital has previously priced its services by charging a flat fee for the office visit, a fee for each vaccine, and a fee for each type of examination beyond the basic office visit. Most customers pay the flat office fee and a fee for a rabies vaccine. Glenwood is now considering a new plan where the pet owner would pay one fee that would cover an office visit, the required rabies vaccine, and additional vaccines that prevent heartworm, kennel-cough, and fleas. Glenwood hopes to encourage the pet owners to view their pet's health as part of a prevention program, rather than a one-time annual visit. ​ Refer to Scenario 20.2. Glenwood has decided that it is going to offer a special package offer if the prevention plan is purchased within the first 30 days of each year's time for vaccinations. This type of pricing strategy would be an example of

periodic discounting

Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on

personal selling

Garrett Almar tells a fellow buyer at Robins Wholesale Parts that the last salesperson who called on him before lunch was a real loser: "He has done a poor job of ____. He didn't even know what brands we carry or what types of retailers we service!"

preapproach

To attract customers into a store, Safeway advertises its milk at less than cost, hoping that customers will purchase other groceries as well. This pricing strategy is called

price leader pricing

Manufacturers of convenience products such as chewing gum reach customers through thousands of retailers. What marketing channel are these manufacturers most likely to use?

producer, wholesaler, retailer, consumer

Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for

prospecting

Kohl's, a department store featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called

publicity

The effect that coworkers have on the ethical decision-making process depends on a person's exposure to ethical and unethical behavior. Which of the following statements about ethical decision making is true?

the more a person is exposed to unethical activity in the organization, the more likely he or she will behave unethically

What do environmentalists set as an objective for profitability?

Environmentalism should be made profitable, and companies attempting to protect the environment should not have to compete with those harming it in the marketplace.

Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at

Identifying prospects

Which of the following statements is false?

Social responsibility and marketing ethics are the same thing and can be used interchangeably.

Which of the following is an advantage of using an industrial distributor?

They help reduce a producer's financial burdens by extending credit to customers.

Use the following to answer the questions. ​ The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but also connect with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney. ​ Refer to Scenario 10.1. Through the Disney website, consumers can access in-depth information about Disney products, movies, theme parks, the corporation, and anything else related to Disney. This is an example of one of the characteristics that distinguish online media from traditional marketing, namely

accessibility

In an administered vertical marketing system (VMS), interorganizational relationships are

achieved by informal coordination

JCPenney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JCPenney is practicing

addressability

One of the biggest problems associated with ____ as an element of promotion is the high absolute dollar outlay often required.

advertising

Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the

advertising platform

A marketing ethics issue likely exists when

an individual or organization must choose from among several actions that must be evaluated as right or wrong.

Location is important to a retailer because

location determines the trading area from which the store must draw its customers.

According to the consumer bill of rights, the idea that consumers' interests should receive full and sympathetic consideration in the formulation of government policy is known as the right to

be heard

Which of the following pricing objectives sets prices to recover cash as quickly as possible?

cash flow

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

channel capacity

An agent that receives goods on consignment from local sellers and negotiates sales in large, central markets is called a

commission merchant

The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of

communication channel

Showing a product's price along with its previous price, the price of a competing brand, or the price at another retail outlet is called

comparison discounting

Which of the following is a full-service merchant wholesaler?

general merchandise wholesaler

​Internet sites that allow users to share photos, videos and podcasts are called which of the following?

media-sharing sites

After the advertising budget is determined, the next step in creating an advertising campaign is

developing the media plan

The use of the telephone and other nonpersonal media to introduce products to consumers, who then can purchase the products through the mail, telephone, or the Internet is called

direct marketing

The three major types of nonstore retailing are

direct marketing, direct selling, and automatic vending

Which of the following wholesalers never take actual possession of the goods?

drop shippers

Cheyenne calls to see if her customer's new hardwood floors were installed correctly

during the follow-up step

Recognition and recall tests are posttest methods based on

memory

Use the following to answer the questions. ​ WhiteWave Foods, producer of brands such as Silk Soymilk, specializes in manufacturing innovative and nutritious food products. Silk Soymilk was first launched in 1996, and is committed to the health of its customers, as well as the health of the planet. At Silk, they have offset all of their energy consumption with wind power, preventing over 16,000 tons of greenhouse gasses from entering the atmosphere each year. Silk Soymilk is made from a mixture of organic and natural, non-genetically modified soy beans, reducing the amount of pesticides in the air, soil, and water. Since 2002 they have been sponsoring the FarmAid concert, whose mission is to is to keep family farmers on their land and ensure a safe, healthy food supply for all Americans. ​ Refer to Scenario 4.2. Silk Soymilk's use of organic, non-genetically modified soybeans in its product is an example of

green marketing

A common form of tactile communication in U.S. business activities is

handshaking

At the annual managers' planning conference, Jackie Conrad asks the other managers to consider her proposal to increase the quantity of inventory to a five-week supply in order to increase the percentage of completely filled customer orders from 85 percent to 90 percent. She states that she is willing to trade off the ____ incurred for the positive effect of better customer service.

higher warehousing costs

As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed

in the hands of the consumer

Public relations materials include which of the following?

newsletters

What two modes of transportation are used when containers are shipped by piggyback?

railroads and trucks

If a business decides to reduce its prices once in a while on an unsystematic basis, it is using

random discounting

Socially responsible business practices have provided all of the following benefits except

reducing marketing costs

Tyler is a purchasing agent for Kellogg's. He is currently negotiating with his suppliers to receive a _______, which is a temporary price reduction to resellers for purchasing specified quantities of a product.

a buying allowance

When a purchasing agent for Intel is offered a bribe by a silicon manufacturer salesperson,

a promotion-related ethical issue has been created

Use the following to answer the questions. ​ Liz Claiborne, Inc. markets several different brands, under their own Claiborne name label, as well as others. Their primary brands, such as Liz Claiborne, Liz & Co, and DKNY, are sold to wholesalers. These brands are then available through retail department stores such as Kohl's and Macy's. Their wholesale-based brands division is positioned as customer-focused and cost-efficient. Their premium brands division includes labels such as Kate Spade, Juicy Couture, and Mexx. These premium brands are sold through stores that the Claiborne company owns. ​ Refer to Scenario 14.1. Liz Claiborne, Inc. uses which type of channel of distribution for its premium brands?

a short, direct channel

Telluride Ski Resort in Telluride, Colorado is a world-class ski destination. Taylor is a newly-hired manager of digital media and electronic marketing for Telluride. Taylor remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers.

amateur filmmakers

____ involves the use of digital networks to provide linkages between information providers and users.

connectivity

Overall channel goals and individual channel member goals cannot be achieved together without

cooperation

As Quaker Oats tries to decide how to introduce its new line of breakfast bars, it considers all the advantages and disadvantages of the various consumer sales promotion methods. After careful consideration, Quaker Oats decides to use ____, which are the most widely used form of consumer sales promotion.

coupons

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?

creating the platform

Zipcar is a group of individuals who share a car's services in order to save money and keep the environment green. Zipcar encourages its users to go to a blog and make comments or post ratings and reviews. These people would be called ____ with reference to the blog.

critics

The most common sales force evaluation practices are for sales managers to compare a salesperson's performance with other salespeople operating under similar selling conditions, or to compare

current performance with past performance

Product-related ethical issues arise when marketers

fail to disclose information to consumers about the risks associated with using a product

Doug travels around to various established customers to see what new office supplies they need. His customers have come to depend on him to check their supplies. Doug is a(n)

field order taker

Crate and Barrel uses ____ to market themselves visually by displaying snapshots of company events, staff, and products.

flickr

Jake is a sales representative for General Mills. Each week he uploads his plans for visiting clients out in the field to a routing and scheduling decisions system. Eric knows that one of the primary goals of routing and scheduling decisions in personal selling is to

minimize non-selling time

Based on the video talk, Brick is the New Black, when Levi's starts with denim and looks for ways to expand into other opportunities of their lifestyle brand, such as belts, socks, and shoes, this is an example of _________.

focus on the core and do more

The purpose of the ____ stage in personal selling is to determine customers' problems and questions about using the product.

follow-up

Which of the following is not one of the four objectives that environmentalists believe companies should implement in order to sustain the natural environment?

force consumers to recycle products

Cigarette manufacturer Philip Morris uses the services of Universal Corporation, the world's largest buyer and processor of leaf tobacco, which provides financing for its customers. This means that Universal is a

full-service wholesaler

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications

_______________ involves developing and maintaining adequate assortments of products to meet customers' needs.​

inventory management

As they walk to the car, Erin tells her sales representative, Joachin, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ____ communication to Joachin.

kinesic

The kinds of products being sold and the availability of public transportation are both factors that influence a retailer's decision about

location

Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should

monitor the website to see if web traffic increased after the launch of the campaign

Marketers at organizations engaged in nonprice competition

need competitive price information to make sure that their products are priced at approximately the same level as the prices of competing brands.

Use the following to answer the questions. ​ The State Farm Group includes several companies. Probably the most well-known company in the group is the State Farm Insurance company, the largest auto and home insurer in the United States. State Farm Insurance provides protection for approximately 78 million policies on auto, fire, life, and health services. It is also a leading insurer of homes and autos in Canada. Another company in the State Farm group is the State Farm Bank, which was opened in 2000, beginning State Farm's entry into the financial services field. However, the State Farm Bank is not a traditional bank, in that it has no branch offices and its services are provided through State Farm agents, a call center, the mail, and on the Internet. It currently serves over 1.9 million bank accounts. ​ Refer to Scenario 17.2. If State Farm Bank decided that it wanted to increase its number of bank customers by 10% in the coming year, it would most likely use the ____ approach to advertising allocation.

objective-and-task

Marketers must take steps to make sure that the pricing objectives they set are consistent with the organization's ____ objectives and ____ objectives.

overall; marketing

All of the following are pricing strategies used by companies establishing prices of multiple products within a product line except

penetration pricing

The target audience for an advertising campaign is the

people toward whom the advertisements are directed

Use the following to answer the questions. ​ When introducing a new vehicle targeted to the under-30 population, Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends. After a few weeks, then a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the under-30 age group, and used drive-by billboards in the large cities near the nightclub areas. ​ Refer to Scenario 16.1. Which of the following is not an integrated communications tactic used by Toyota?

publicity

Use the following to answer the questions. ​ The manufacturers of Whizz, a new laundry detergent, are developing their promotional plan for the first year. They know they want to use an integrated communications strategy and are considering the use of advertising through TV and magazines, coupons, public relations, sales promotion, and viral marketing. They are not sure when to use each of these methods however, and have asked for your advice. ​ Refer to Scenario 16.2. The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. This method of promotion is an example of ____, and is used to stimulate ____ demand.

sales promotion; selective

Which pricing objective de-emphasizes price and can lead to a climate of nonprice competition in an industry?

status quo

Digital media have created opportunities for companies to

target specific markets

In the video talk, Brick is the New Black, Bill S. Simon, former President and CEO of Walmart U.S., stated that the secret of retail is to use _____ to try to deliver great products, at great prices, and great customer service.

technology

The step of the personal selling process in which a salesperson contacts a potential customer is called

the approach

Which of the following statements is true about public relations?

the most common publicity-based tool is the news release

What function of physical distribution enables companies to compensate for dissimilar production and consumption rates and stabilize prices and availability of seasonal items?

warehousing

You have spent the last twenty years of your career in various marketing channel management roles with a variety of companies. One of things you have learned is that channel conflict can be very destructive to all members of the marketing channel. Which of the following actions would you take to ensure that channel conflict does not occur in your current role?​

​Establish clearly-defined roles and responsibilities for each member of the channel.

Which of the following statements is true about the determination of a specific price for a product?

​When no government controls exist, pricing is a flexible way to adjust the marketing mix.