MKTG exam 3
True or false: Marketers should expect to measure the full potential of a marketing campaign immediately after it is launched. True false question. True False
False
True or false: The important characteristics of retailers are the same in every industry. True false question. True False
False
True or false: When first creating an IMC campaign, firms should avoid focusing on the long term. True false question. True False
False
Guitar Center reinforces its image of selling high-quality musical equipment in its stores and catalogs and on its website. This is an example of providing a consistent ______ across all channels. Multiple choice question. supply chain CRM brand image retail partner
brand image
It is very important for the retailer to provide a consistent ______ across all channels. Multiple choice question. distribution system brand image supply chain advertising mix
brand image
A direct marketing channel sells a product from a manufacturer to a consumer ______. Multiple choice question. without a retailer via a wholesaler via a retailer without an exchange of money
without a retailer
In a(n) ______ vertical marketing system, a firm owns and controls multiple segments of its supply chain. Multiple choice question. contractual conventional corporate administered
corporate
Which vertical marketing system gives complete power to the parent company? Multiple choice question. corporate independent direct conventional
corporate
A marketing channel in which multiple segments are owned by the parent company is known as a(n) ______. Multiple choice question. conventional marketing channel independent marketing channel unified horizontal marketing system corporate vertical marketing system
corporate vertical marketing system
A marketing channel in which multiple segments are owned by the parent company is known as a(n) ______. Multiple choice question. conventional marketing channel unified horizontal marketing system corporate vertical marketing system independent marketing channel
corporate vertical marketing system
The percentage change in the quantity of one product demanded compared with the percentage change in price in another product is called ______ -price elasticity.
cross
In the United States, it is considered unethical and illegal for advertisements to ______ the consumer so much that the person is harmed. Multiple choice question. overcharge persuade manipulate deceive
deceive
Which step in the four-factor framework for establishing a relationship with retailers refers to when manufacturers and retailers work together to implement the six Ps of retailing? Multiple choice question. Identifying types of retailers Developing a retail strategy Managing an omnichannel strategy Choosing retailing partners
Developing a retail strategy
Which of the following IMC strategies refers to communicating specifically with target customers to elicit a response or transaction? Multiple choice question. Sales promotions Direct marketing Personal selling Sponsorship Public relations
Direct marketing
Which of the following terms refers to the number of channel members used at each level of the marketing channel? Multiple choice question. Channeling frequency Distribution intensity Consumption tiers Marketing consistency
Distribution intensity
Which of the following occurs in a conventional marketing channel? Multiple choice question. The channel includes just three members: a manufacturer, a wholesaler, and a retailer. All channel members are managed centrally by the same corporation. Channel members coordinate to achieve a set of shared goals and improve the overall profitability of the channel. Each channel member pursues its own objectives independently, with little care about other channel members.
Each channel member pursues its own objectives independently, with little care about other channel members.
Which of the following types of theories is the maximizing profits strategy based on? Multiple choice question. Psychological Economic Social Political
Economic
Which federal agency has the general purpose of regulating food, supplements, drugs, cosmetics, medical devices, biologics, and blood products? Multiple choice question. FCC FTC FDA FAA
FDA
Which statements about measuring marketing campaigns are true? (Choose every correct answer.) Multiple select question. Marketers can expect to see results almost immediately after launching a campaign. Factors such as the lagged effect can complicate the measurement process. Measuring marketing efforts is easiest when the campaign uses new forms of communication. The success of campaigns is measured using marketing metrics.
Factors such as the lagged effect can complicate the measurement process. The success of campaigns is measured using marketing metrics.
A direct, manufacturer-to-consumer supply chain is a poor choice in a simple economy. True false question. True False
False
Franchisors agree to operate outlets in accordance with procedures prescribed by its franchisees. True false question. True False
False
Price discrimination is illegal under all conditions. True false question. True False
False
Puffery is illegal in advertising. True false question. True False
False
The first decision that is necessary to make merchandise flow is to choose a transportation company. True false question. True False
False
The sales department of a company rarely coordinates with the manufacturing department. True false question. True False
False
True or false: A firm with a primary objective of very high sales growth will have the same pricing strategy as a firm with a primary objective of being a quality leader. True false question. True False
False
True or false: Omnichannel retailers price items the same regardless of channel. True false question. True False
False
True or false: The advertising budget should remain the same throughout the course of the product life cycle. True false question. True False
False
ervice retailers, which sell services rather than merchandise, are a small and shrinking retail sector. True false question. True False
False
Public relations is the organizational function that oversees a company's communications to achieve a variety of objectives including which of the following? (Check all that apply.) Multiple select question. Handling unfavorable stories or events Buying advertising space in media Maintaining a positive image Maintaining positive relationships with media Developing consumer promotions, such as contests
Handling unfavorable stories or events Maintaining a positive image Maintaining positive relationships with media
Which of the following elements would be considered the most important for building a top-of-mind level of brand awareness? Multiple choice question. Having the good quality Having a memorable brand Holding the brand that has been longest in the market Having the brand with the best value
Having a memorable brand
In print advertising, what visual element is meant to draw the eye's attention first? Multiple choice question. Brand elements Subhead Body copy Headline
Headline
The competition in food retailing could best be characterized as which of the following? Multiple choice question. Not at all competitive Average Highly competitive Unimportant
Highly competitive
Which statement about marketing channels is true? Multiple choice question. Reaching the right audience through marketing channels is becoming easier. New media channel options are overall better and more effective than traditional marketing channels. The number of available IMC channels is shrinking as marketers switch to new media. IMC combines the channels so that together they exceed the total of the individual channels.
IMC combines the channels so that together they exceed the total of the individual channels.
Advertising is a paid form of communication, delivered through media from an identifiable source, about which of the following? (Choose every correct answer.) Multiple select question. Medium Idea Product Service
Idea Product Service
One advantage of using the ______ channel over the ______ channel is the much higher probability of having a deeper assortment of merchandise available. Multiple choice question. Internet; retail Internet; mobile catalog; Internet retail; Internet
Internet; retail
If marketers have a brand or service that has reached top-of-mind awareness among their consumers, this most likely means which of the following? Multiple choice question. It is of premium quality. It has fairly high visibility among consumers. It is definitely the market leader. It does not advertise.
It has fairly high visibility among consumers.
Which of the following are true of an advertising plan? (Check all that apply.) Multiple select question. It identifies the objectives of the advertising campaign. It indicates how a firm can determine whether the campaign was successful. It analyzes the marketing and advertising situation. It typically follows the same strategies for all campaigns.
It identifies the objectives of the advertising campaign. It indicates how a firm can determine whether the campaign was successful. It analyzes the marketing and advertising situation.
Which of the following is true of cross-promotion? Multiple choice question. It eliminates the need to identify a target market. It is most successful when both firms have very different target markets. It is most successful when both firms have identical target markets. It creates a new target market by combining two separate markets.
It is most successful when both firms have identical target markets.
Television is one of the most effective media outlets an advertiser can use in executing an ad campaign. There are, however, downsides to using this approach. What are some disadvantages of using television? (Choose every correct answer.) Multiple select question. It is relatively inflexible. It may increase awareness of competitors' products. It is expensive to use. It does not reach a lot of people.
It may increase awareness of competitors' products. It is expensive to use.
Which of the following is true of the supply chain of an omnichannel retailer? Multiple choice question. It usually involves decentralized inventory. It eliminates the need to provide an integrated shopping experience. It often includes multiple distribution centers. It usually involves a single distribution center.
It often includes multiple distribution centers.
What effect does mutual trust have on the need to monitor other supply chain members? Multiple choice question. It requires monitoring by a neutral third party. It eliminates the need to monitor each other. It has no effect on firms' monitoring practices. It reduces the need to constantly monitor each other.
It reduces the need to constantly monitor each other.
Aldi is a type of supermarket that chooses to offer only one or two brands and sizes (one of which is always a store brand) in order to maximize efficiency and reduce costs. What type of supermarket is this called? Multiple choice question. Conventional Convenience Limited-value Limited-assortment
Limited-assortment
Which of the following is another term for target return percentage? Multiple choice question. Markup Contribution per unit Break-even point Profit
Markup
Strategic relationships rely on which of the following to succeed? (Choose every correct answer.) Multiple select question. Minimal communication Mutual trust Credible commitments Lofty goals
Mutual trust Credible commitments
To stay competitive with other types of food retailers, conventional supermarkets have employed a number of different strategies. Which of the following is NOT a common strategy that many conventional supermarkets have adopted? Multiple choice question. Offering health care clinics Offering an athletic shoe department Offering banks Offering cafés
Offering an athletic shoe department
Which of the following are the two axes on which marketing channels can be viewed? (Check all that apply.) Multiple select question. Offline and online Passive and interactive Limited and expanded Promotion and advertising
Offline and online Passive and interactive
Which of the following factors that cause fulfillment centers to operate a little differently when processing online orders as opposed to processing orders shipped to stores? (Check all that apply.) Multiple select question. Orders are sent out in relatively small quantities. Orders are sent to distribution centers. Orders arrive from customers one at a time. Orders are sent via drone.
Orders are sent out in relatively small quantities. Orders arrive from customers one at a time.
Which of the following brands would most likely NOT have top-of-mind awareness in their respective product categories with consumers? Multiple choice question. Starbucks Coca-Cola Harley-Davidson Paddywax
Paddywax
If a manufacturer instructs a retailer on how to use a newly released product, this would be an example of the manufacturer getting involved with which of the following six Ps? Multiple choice question. Presentation Place Price Personnel
Personnel
What are three of the six Ps that marketers often rely on to facilitate retailing strategy? Multiple select question. Personnel Promotion Private Price
Personnel Promotion Price
Brookstone is a retailer known for opening stores in airports, where they have a captive market. This is an example of employing which of the following six Ps to one's competitive advantage? Multiple choice question. Promotion Place Price Presentation Product
Place
What kind of advertising might firms use when products already have solid brand recognition and market acceptance and are in the maturity stage of their life cycles? Multiple choice question. Informative Reminder Image Persuasive
Reminder
Which of the following are advantages of using a distribution center? (Choose every correct answer.) Multiple select question. Retailers can make lower inventory investments. Retailers no longer have to make separate sales forecasts for each individual store. Retailers know they will sell all of their inventory if they use a distribution center. Retailers are less likely to overstock or understock merchandise.
Retailers can make lower inventory investments. Retailers no longer have to make separate sales forecasts for each individual store. Retailers are less likely to overstock or understock merchandise.
Which of the following refers to business activities that include the purchase of products at stores, through catalogs, and over the Internet, as well as services, such as fast-food restaurants, airlines, and hotels? Multiple choice question. Manufacturing Distributing Retailing Wholesaling
Retailing
______ refers to a set of a business activities that add value to products and services sold to consumers for their personal or family use. Multiple choice question. Value marketing Wholesaling Retailing Distribution
Retailing
Which sales tactic offers potential customers the opportunity to try a product or service before they make a buying decision? Multiple choice question. Sampling Loyalty programs Premiums Contests
Sampling
What is the first component in the communication process? Multiple choice question. Communications channel Sender Receiver Transmitter
Sender
When a customer purchases merchandise, it triggers a flow of information that will eventually reach which elements of the supply chain? (Choose every correct answer.) Multiple select question. Tax auditors Suppliers of raw materials Distribution centers Competing stores Product manufacturers
Suppliers of raw materials Distribution centers Product manufacturers
Strategic relationships are beneficial because they help members do which of the following? (Choose every correct answer.) Multiple select question. Take risks Become more independent Accomplish goals Develop joint projects
Take risks Accomplish goals Develop joint projects
Strategies that can be used as part of the profit orientation strategy include which of the following? (Choose every correct answer.) Multiple select question. Value-based pricing Target profit pricing Competitive parity Maximizing profits
Target profit pricing Maximizing profits
Which of the following are advantages of a corporate vertical marketing system? (Choose every correct answer.) Multiple select question. It allows the company to specialize in just one or two areas. The corporation exercises complete control over the marketing channel. It eliminates the need to warehouse goods. It reduces potential conflict.
The corporation exercises complete control over the marketing channel. It reduces potential conflict.
______ makes up one of the Cs of the five Cs of pricing. Multiple choice question. Company staff Channel flexibility Council professionals The customer
The customer
To whom are a lump sum and royalties paid when a franchise opens? Multiple choice question. The franchisor The franchisee The supply chain The investor
The franchisor
Which of the following accurately characterize demand curves? (Choose every correct answer.) Multiple select question. They are completely accurate prediction models. They show how much consumers will demand during a specific period at different prices. They relate demand to prices while assuming everything else remains unchanged. They are identical for all products and services in a given industry.
They show how much consumers will demand during a specific period at different prices. They relate demand to prices while assuming everything else remains unchanged.
Which of the following are reasons that firms implement a market penetration pricing strategy? (Choose every correct answer.) Multiple select question. To build sales To earn profits To discourage competitors To raise production costs above the competition To establish market share To resist change
To build sales To earn profits To discourage competitors To establish market share
True or false: Customers are one of the five Cs of pricing. True false question. True False
True
Channel members include which of the following? (Choose every correct answer.) Multiple select question. Wholesalers Consumers Retailers Manufacturers
Wholesalers Retailers Manufacturers
A wholesaler is ______. Multiple choice question. a company that buys merchandise from manufacturers and resells it to retailers a supply chain member whose primary responsibility is to sell to consumers a salesperson that a firm can hire to represent its products a firm that sells solely on the Internet
a company that buys merchandise from manufacturers and resells it to retailers
A useful technique that enables managers to examine the relationships among cost, price, revenue, and profit over different levels of production and sales is called ______. Multiple choice question. cost-benefit analysis break-even analysis cross-price elasticity fixed costs
break-even analysis
The five Cs of pricing are company objectives, customers, cost, channel members, and _______
competitors
In a ______, members of the channel pursue their own goals and maximize their own profits, regardless of the effect on other channel members. Multiple choice question. JIT system conventional marketing channel corporate vertical marketing system strategic relationship
conventional marketing channel
Prestige products or services do not follow the ______ curve. Multiple choice question. upward-sloping demand elastic demand unitary demand downward-sloping demand
downward-sloping demand
Using predatory pricing, a firm sets a very low price for one or more of its products with the goal of ______. Multiple choice question. driving its competition out of business making its annual sales report look better capturing market share with competitive advantage driving up the value of the company's stock
driving its competition out of business
When a 10% decrease in price produces more than a 10% increase in quantity sold, the product or service is responsive to price changes and is considered to be ______. in high demand inelastic unaffected elastic
elastic
The best way to avoid vertical channel conflict is to ______. Multiple choice question. insist that all retailers sell a manufacturer's products at the same prices ensure that manufacturers deal with only one retailer for each product line keep supply chains to no more than three participants ensure that communication between channel partners is honest and open
ensure that communication between channel partners is honest and open
A demand curve enables a firm to examine prices ______. Multiple choice question. relative to each of the orientation strategies simultaneously in terms of demand and the firm's objectives in terms of supply or how many producers offer the same good or service relative to profits
in terms of demand and the firm's objectives
A(n) ______ marketing channel includes a retailer or other intermediaries in the delivery of goods and services to consumers. Multiple choice question. single-stage online indirect direct
indirect
In a simple economy, the most direct supply chain would be ______. Multiple choice question. manufacturer to consumer wholesaler to retailer to consumer consumer to manufacturer manufacturer to retailer to consumer
manufacturer to consumer
The goal of a(n) ______ strategy is to generate profit and establish a new product or service in the market as quickly as possible. Multiple choice question. reference point price skimming market penetration improvement-value
market penetration
The integration of suppliers, manufacturers, warehouses, stores, and transportation intermediaries is called ______ management. Multiple choice question. systems value delivery marketing channel inventory
marketing channel
Question Mode Multiple Choice Question When a new product or service is launched, companies that use a ______ strategy will attempt to attract customers quickly by offering a very low price at first. Multiple choice question. price skimming value-based penetration pricing reference point
penetration pricing
Fill in the Blank Question Fill in the blank question. The overall sacrifice a consumer makes to acquire a product or service is known as . Listen to the complete question
price
The equation for price elasticity of demand is the percentage change in quantity demanded divided by percentage change in ______. Multiple choice question. price supply perceptions profits
price
If a firm sells the same product to different resellers at different prices, this can be considered ______. Multiple choice question. loss-leader pricing price discrimination uniform delivery deceptive reference pricing
price discrimination
The ratio of change in a price and its effect on the quantity of the product demanded is known as ______. Multiple choice question. prestige products and services price elasticity of demand price elasticity of supply the downward-sloping demand curve
price elasticity of demand
Scheming with other companies to control prices is called ______. Multiple choice question. uniform delivered pricing leader pricing price discrimination price fixing
price fixing
If McDonald's reduces the price of a Big Mac by 25% and sales increase by more than 50%, the firm could describe demand as which of the following? (Choose every correct answer.) Multiple select question. price sensitive elastic inelastic price insensitive
price sensitive elastic
Multiple Choice Question Competition, channel members, costs, customers, and company objectives are the five critical components of _____. Multiple choice question. quality variety promotion pricing
pricing
By focusing on target profit pricing, maximizing profits, or target return pricing, a firm is implementing a ______ orientation. Multiple choice question. profit competitor customer sales
profit
Manufacturers may offer discounts to retailers that run special promotions featuring the manufacturer's products. This is an example of ______ power. Multiple choice question. reward information legitimate coercive referent
reward
Offering to buy more of a product if a manufacturer lowers its wholesale price is an example of _____ power
reward
When companies try to entice customers to make purchases by offering special incentives or excitement-building programs, including loyalty programs, contests, etc., they are using _______
sales promotion
In a ______ relationship, the supply chain members are partners who intend to maintain the relationship for quite some time and invest in ventures that will be profitable for all involved. Multiple choice question. franchise supply chain contractual strategic
strategic
A pricing ______ is the general way a company decides how its prices will be determined over the long term, based on the five Cs of pricing. Multiple choice question. strategy tactic scenario equation
strategy
Another term for marketing channel management is ______ management. Multiple choice question. supply chain inventory value delivery logistics
supply chain
Prestige products or services follow the premise that ______ associated with the product. Multiple choice question. the lower the price, the higher the value the lower the price, the greater the status the higher the price, the lower the value the higher the price, the greater the status
the higher the price, the greater the status
When a firm uses a mathematical model to identify the price at which the firm will make the most money possible, it is implementing ______. Multiple choice question. the maximizing profits strategy the target return pricing strategy the target profit pricing strategy competitive parity
the maximizing profits strategy
Price is best defined as ______. Multiple choice question. the overall sacrifice a consumer will make to obtain one of the five Cs the overall sacrifice a consumer is willing to make to acquire a specific product or service the consumer's break-even point the last element of the marketing mix a consumer will always agree with
the overall sacrifice a consumer is willing to make to acquire a specific product or service
The _____ is fixed costs plus the sum of the variable costs. Multiple choice question. profit margin break-even point total cost net contribution per unit
total cost
A ______ is a very large retailer that offers a limited and irregular assortment of food and general merchandise in bulk with little service at low prices to the general public and small businesses. Multiple choice question. warehouse club buying cooperative channel
warehouse club
A business that buys products from manufacturers and resells the products to retailers or to industrial or business users is known as a(n)
wholesaler
Which of the following types of power do monetary incentives represent? Multiple choice question. Reward Coercive Information Referent
Reward
What term is used to describe the special incentives offered by a firm to encourage customers to make a direct purchase? Multiple choice question. Consumer "pitches" Sales promotions Public relations Trade promotions
Sales promotions
Break-even analysis examines the relationships between which of the following? (Choose every correct answer.) Multiple select question. Unions Price Cost Value
Price Cost
One strategy that Starbucks uses is opening stores in areas where competing coffee shops would have little chance of staying competitive with Starbucks. What Starbucks is essentially doing is saturating the market, a strategy that falls under ______ within the six Ps framework. Multiple choice question. product place price promotion
place
Product ______occurs when marketers display their products in nontraditional situations, such as in a scene in a movie or television show.
placement
When a firm has a public relations agent, the primary function is to generate ______ publicity and improve the company's reputation. Multiple choice question. negative positive brand-specific product-specific
positive
In omnichannel marketing, customers expect ______ consistency for the same SKU across channels. Multiple choice question. sales tax shipping fee delivery schedule pricing
pricing
The Kleenex advertising campaign to remind customers to keep a tissue with them is an example of ______-focused advertising.
product
In the communications process, the ______ is the person who reads, hears, or sees and processes the information contained in a message and/or advertisement. Multiple choice question. sender receiver encoder transmitter
receiver
Within the communication process, when you are reading or seeing a billboard with an advertisement, you are known as the ______. Multiple choice question. encoder receiver transmitter firm
receiver
Public ______ involves the management of communications and relationships to achieve various objectives within a given firm or institution. Listen to the complete question
relations
Advertising campaigns for products that are in the maturity stage of their life cycles and have established market acceptance will often use _____ advertising to keep the products in the minds of consumers. Listen to the complete question
reminder
Firms conduct market _______ to identify their target audience and to help set the tone for their advertising program.
research
Firms conduct market ____to identify their target audience and to help set the tone for their advertising program.
research
A manufacturer will seek out partnerships with _______ who will sell the manufacturer's products and/or services to the final consumers.
retailers
Adding value to products and services sold to consumers in households for their personal or family use is known as
retailing
______ promotions are special incentives or programs that encourage consumers to purchase a product or service and may include coupons, rebates, contests, free samples, or point-of-purchase displays.
sales
The information flow from the store to the buyer typically communicates ______. Multiple choice question. information to coordinate delivery sales information profitability objectives an order for new merchandise
sales information
To minimize conflict, each member of the supply chain should ______ what drives the other members. Multiple choice question. undermine disregard dictate understand
understand
Total cost equals ______. Multiple choice question. variable costs times fixed costs fixed costs divided by variable costs variable costs minus fixed costs variable costs plus fixed costs
variable costs plus fixed costs
Generally, relationships in supply chains exist because the parties ______. Multiple choice question. are in a vertical contractual arrangement already have close working partnerships are horizontal equals want or need something from one another
want or need something from one another
Manufacturers make products and sell them to ______, who resell the merchandise to retailers. Multiple choice question. wholesalers manufacturer's representatives distribution centers independent salespeople
wholesalers
Which federal agency has the general purpose of regulating interstate and international communications? Multiple choice question. FDA FAA FTC FCC
FCC
How many brands of laundry detergent is an extreme-value food retailer likely to carry? Multiple choice question. 1 or 2 10 or more 3 to 5 6 to 9
1 or 2
In which situations would a firm be most likely to use persuasive advertising? (Choose every correct answer.) Multiple select question. A product category where competition is not yet established A product category in the growth or early maturity stage of the product life cycle A product category where competition is intense A brand that the firm wishes to reposition
A product category in the growth or early maturity stage of the product life cycle A product category where competition is intense A brand that the firm wishes to reposition
The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ______ model. Multiple choice question. AIDA Brand Awareness Aided recall Top-of-the mind Awareness
AIDA
To create an effective IMC program, marketers need to move consumers through a series of mental stages for which there are several models, the most common being the _____ model.
AIDA
Which of the following is the most visible IMC component? Multiple choice question. Advertising Public relations Personal selling Sales promotion
Advertising
Which of the following terms refers to an awareness metric that is based on consumer recognition of a brand when presented with the name? Multiple choice question. Lagged effect Encoding Aided recall Top-of-mind awareness
Aided recall
Amazon.com is an Internet channel that consumers use to purchase a wide variety of products. Which of the following aspects of Amazon.com are advantages it has over the store channel? (Choose every correct answer.) Multiple select question. Greater personalized information Greater selection of products Greater ability to collect information about consumer shopping behavior Greater ability for consumers to touch and try the merchandise
Amazon.com is an Internet channel that consumers use to purchase a wide variety of products. Which of the following aspects of Amazon.com are advantages it has over the store channel? (Choose every correct answer.) Multiple select question. Greater personalized information Greater selection of products Greater ability to collect information about consumer shopping behavior Greater ability for consumers to touch and try the merchandise
Retailers help satisfy customers' needs regarding product by providing which of the following? (Choose every correct answer.) Multiple select question. An assortment of products geared toward their target market Restricted and reduced product access Products in the quantities their customers wish to buy Limited service since consumers would rather wait on themselves A mix of services relating to the products they sell
An assortment of products geared toward their target market Products in the quantities their customers wish to buy A mix of services relating to the products they sell
Which of the following refers to the controllable characteristics of a store related to presentation? Multiple choice question. M-commerce Promotion Atmospherics Co-op advertising
Atmospherics
What is the first component of the AIDA model? Multiple choice question. Awareness Desire Interest Action
Awareness
______ metrics, such as aided recall, measure a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service. Multiple choice question. Interest Action Desire Awareness Intention
Awareness
Which of the following are stages of the AIDA model? (Choose every correct answer.) Multiple select question. Awareness Desire Accountability Interest
Awareness Desire Interest
Personal selling is an important component of many IMC programs, especially in ______ settings. Multiple choice question. heavily promotional B2B introductory market B2C
B2B
Conventional supermarkets tend to have higher profit margins on some items and smaller margins on others. Which of the following product types do conventional supermarkets typically have the smallest margin on? Multiple choice question. Produce Meats Beauty aids Dairy products
Beauty aids
There are a number of ways in which marketers can build top-of-mind brand awareness among consumers. Which of the following would NOT be an ideal strategy? Multiple choice question. Having a memorable brand name Becoming a "me-too" brand Using memorable symbols Advertising their brand
Becoming a "me-too" brand
Which of the following terms best describes the strength of the association between a brand name and the type of product or service in the consumers' minds? Multiple choice question. Brand awareness Brand capability Brand ignorance Brand desirability
Brand awareness
Which of the following are advantages that online shopping has over traditional store channels? Multiple choice question. Faster delivery Broader selection More helpful employees More trustworthy
Broader selection
A manufacturer selling hammers is trying to decide whether it should conduct business with Walmart and Home Depot. Which of the four factors for establishing a relationship with retailers best characterizes the situation? Multiple choice question. Identifying types of retailers Choosing retail partners Managing an omnichannel strategy Developing a retail strategy
Choosing retail partners
What are some reasons that PR has become more influential? (Choose every correct answer.) Multiple select question. Consumers have become increasingly skeptical of marketing claims. PR departments typically create more product ideas than marketing departments. PR is considered by many to be more credible than marketing. PR initiatives are mostly digital, whereas marketing initiatives are mostly print.
Consumers have become increasingly skeptical of marketing claims. PR is considered by many to be more credible than marketing.
Which of the following refers to a small retailer with a limited variety and assortment of merchandise, including food, at easily accessible locations and offering a speedy checkout? Multiple choice question. Warehouse clubs Conventional supermarkets Supercenters Convenience stores
Convenience stores
Which of the following best describes a self-service food store that offers a wide range of groceries, meat, and produce with only a limited assortment of nonfood items such as health and beauty aids? Multiple choice question. Extreme-value food retailer Conventional supermarket Flea market Limited-assortment supermarket
Conventional supermarket
Which of the following best describes a self-service food store that offers a wide range of groceries, meat, and produce with only a limited assortment of nonfood items such as health and beauty aids? Multiple choice question. Flea market Extreme-value food retailer Limited-assortment supermarket Conventional supermarket
Conventional supermarket
Break-even analysis examines the relationships between which of the following? (Choose every correct answer.) Multiple select question. Cost Unions Value Price
Cost Price
At what stage does an advertiser decide how the message and appeal of an ad can be creatively translated into words, pictures, colors, and/or music? Multiple choice question. Evaluation stage Implementation stage Creation stage Scheduling stage
Creation stage
In the second step taken to convey the message, what do marketers do? Multiple choice question. Decide how many staff are needed for the project Calculate how much the project will cost Determine who the target audience is Decide what appeal would be most effective
Decide what appeal would be most effective
______ refers to the process by which the receiver interprets the sender's message. Multiple choice question. Noise Decoding Feedback Encoding
Decoding
Which step in the four-factor framework for establishing a relationship with retailers refers to when manufacturers and retailers work together to implement the six Ps of retailing? Multiple choice question. Developing a retail strategy Choosing retailing partners Identifying types of retailers Managing an omnichannel strategy
Developing a retail strategy
Which factors should be considered in the process of determining an advertising budget? (Choose every correct answer.) Multiple select question. Firms must understand how advertising will help them meet objectives. Advertising spending should depend on the previous year's sales volume. The budget should be relatively uniform throughout the product's life. Advertising spending will fluctuate over the course of the product life cycle. The budget should be uniform for all products within the firm.
Firms must understand how advertising will help them meet objectives. Advertising spending will fluctuate over the course of the product life cycle.
Limited-assortment supermarkets are able to offer their merchandise for 40% less than conventional supermarkets by cutting costs in certain ways. Which of the following is NOT a cost-cutting technique typically used by these types of supermarkets? Multiple choice question. Carrying fewer brands per type of product Carrying a store brand Offering one or two sizes per product Focusing on high-end items
Focusing on high-end items
Which of the following are standard marketing channels through which information flows? (Choose every correct answer.) Multiple select question. From suppliers of raw materials to consumers From customers to stores From manufacturers to distribution centers From stores to distribution centers
From customers to stores From manufacturers to distribution centers From stores to distribution centers
Which of the following is an example of a search engine marketing tool? Multiple choice question. Gross rating points A blog Google AdWords Twitter
Google AdWords
in which stage of the product life cycle is persuasive advertising most often used? Multiple choice question. Introduction Growth Late maturity Decline
Growth
Which of the following does an integrated CRM facilitate? (Select all that apply.) Multiple select question. Handling customer complaints Moving goods from the distribution center faster Isolating customer experiences on different channels Expediting returns Targeting future promotions
Handling customer complaints Expediting returns Targeting future promotions
Which of the following steps should marketers follow when using the objective-and-task method to determine a budget? (Check all that apply.) Multiple select question. Compare the budget to that of the competitor's Identify the cost of the necessary communications Determine which media best reach the target market Establish a set of communication objectives
Identify the cost of the necessary communications Determine which media best reach the target market Establish a set of communication objectives
Which of the following is the best way to raise consumer interest in an ad? Multiple choice question. Copy a competitor's format. Include unique attributes that appeal to the target audience. Spend a lot of money on the ad. Use the ad to target several different audiences simultaneously.
Include unique attributes that appeal to the target audience.
Which major types of appeals are used by advertisers? (Choose every correct answer.) Multiple select question. Informational Hypothetical Persuasive Emotional
Informational Emotional
When an advertising campaign for a new product is first launched, which type of advertising would be most helpful in building awareness? Multiple choice question. Persuasive Rebate Informative Reminder
Informative
Which of the following describes deep, long-term relationships between supply chain members that are based on mutual benefits? Multiple choice question. Contractual obligations Horizontal integration Vertical integration Interdependence
Interdependence
In the "think, feel, do" model of marketing communications, what follows "awareness"? Multiple choice question. Desire Interest Awareness Action
Interest
Which of the following businesses would have the easiest time introducing a new product line in stores? Multiple choice question. Fruit of the Loom, which sells its products in Walmart and Macys' Milwaukee Tool, which sells its products at Home Depot Cal-Organic Farms, which partners with several grocery store chains MAC Cosmetics, which operates its own retailers
MAC Cosmetics, which operates its own retailers
Which of the following activities are part of public relations? (Select all that apply.) Multiple select question. Maintaining positive relationships with the media Coming up with product claims in advertising Building a positive image of the firm Handling distribution costs for products Handling unfavorable press
Maintaining positive relationships with the media Building a positive image of the firm Handling unfavorable press
The business activities associated with retailing involve both products and services. Which of the following is NOT a venue where retailing occurs? Multiple choice question. Internet web page Catalog Manufacturer's warehouse Retailing store
Manufacturer's warehouse
To calculate return on marketing investment, marketers need to know which of the following? (Choose every correct answer.) Multiple select question. Click-through rate Marketing expenditure Gross margin Impressions
Marketing expenditure Gross margin
Which of the following describes the use of a wireless network and portable devices that receive demand notifications to provide a speedy response? Multiple choice question. Supply chain management Information flows Just-in-time manufacturing Mobile task management
Mobile task management
Which of the following are part of the atmosphere of a store? (Choose every correct answer.) Multiple select question. Prices Music Lighting Buyers
Music Lighting
Which of the following is NOT one of the six Ps of retailing? Multiple choice question. Product Partnerships Place Price Promotion
Partnerships
Search engine marketing be used to accomplish which of the following? Multiple choice question. Getting favorable reviews by well-known bloggers Eliminating the need for print or television marketing Placing a website in the Sponsored Links section of Google Reviewing ad performance on social media sites, such as Facebook
Placing a website in the Sponsored Links section of Google
An advertising ______ identifies the objectives of the advertising campaign and clarifies the strategies that will be used to accomplish the objectives.
Plan
What kind of promotion is a cereal company using when they advertise on a cereal's packaging that there is a free toy in the box? Multiple choice question. Loyalty program Deal Premium Sample
Premium
______ is important for the manufacturer and retailer to consider when determining how to position a brand and the products that fall under the brand. Multiple choice question. Place Product. Price Promotion
Price
What term is used to describe advertising focused on informing, persuading, or reminding consumers about the company's specific offerings? Multiple choice question. Product-focused Brand Issue-based Institutional
Product-focused
The integrated marketing communications process refers to which of the six Ps in the marketing mix? Multiple choice question. Place Product Promotion Price
Promotion
When a retailer advertises using newspapers, magazines, television, and social media, the retailer is using ,_______ one of the six Ps.
Promotion
Tiny scannable computer chips used to provide information about a container or product are called ______. Multiple choice question. ASNs RFID tags UPC labels pick tickets
RFID tags
Tiny scannable computer chips used to provide information about a container or product are called ______. Multiple choice question. pick tickets RFID tags ASNs UPC labels
RFID tags
Which of the following is a measure of how effective an ad is for the amount spent? Multiple choice question. ROMI SEO SEM CTR
ROMI
Which media outlet is a good choice for grocery and fast food advertisements because many consumers decide what to buy while enroute to the store? Multiple choice question. Radio Print Television Billboard
Radio
Which of the following media are most appropriate for trying to reach large numbers of anonymous audience members? (Check all that apply.) Multiple select question. Niche websites Radio Newspapers Sales personnel
Radio Newspapers
Which of the following best describes the goals a firm should set for an IMC campaign? Multiple choice question. Short term and achievable Broad and all encompassing Specific and measurable Inexpensive and quick to reach
Specific and measurable
Which of the following is a type of food retailer? Multiple choice question. Pharmacy Department Supercenter Category killer
Supercenter
Which of the following refers to a large store that combines a supermarket with a full-line discount store? Multiple choice question. Conventional supermarket Warehouse club Convenience retailer Supercenter
Supercenter
Marketers work to determine the key message they want to send to whom? Multiple choice question. Stockholders The competition The advertising team The target audience
The target audience
Which statement best describes the relationship wholesalers have with manufacturers and retailers? Multiple choice question. They buy from retailers or business users, then sell back to manufacturers. They buy from retailers or business users, then resell to consumers. They buy from manufacturers, then resell to other manufacturers. They buy from manufacturers, then resell to retailers or business users.
They buy from manufacturers, then resell to retailers or business users.
Which of the following statements about service retailers are true? (Choose every correct answer.) Multiple select question. They include health clubs and dry cleaners. They are largely self-serve, offering limited service. They form a shrinking part of the retail industry. They primarily sell services rather than merchandise. They are a large part of the retail industry.
They include health clubs and dry cleaners. They primarily sell services rather than merchandise. They are a large part of the retail industry.
Which of the following is true of online grocers and the items they sell? Multiple choice question. They refuse to sell lower-profit-margin items. They sell equal amounts of lower- and higher-profit-margin items. They tend to sell more higher-profit-margin items. They tend to sell more lower-profit-margin items.
They tend to sell more lower-profit-margin items.
Distribution intensity is typically divided into how many levels? Multiple choice question. Four Two Three Five
Three
Zubi Advertising Services, Inc. has worked with American Airlines to create advertisements across various media. Here the ad agency could be seen as which of the following roles within the communication process? Multiple choice question. Sender Channel Transmitter Receiver
Transmitter
True or false: Delivery costs to rural areas present a barrier to the growth of the online grocery industry. True false question. True False
True
True or false: Product placement uses products in nontraditional marketing situations. True false question. True False
True
True or false: Social shopping involves sending e-mails to specific customers about new products that may be of interest to them. True false question. True False
True
True or false: The general price range of the products offered by a retailer helps define its image. True false question. True False
True
Merchandise is marked with a black-and-white series of lines to indicate the item's manufacturer, description, packaging, and promotions. These lines are called the ______. Multiple choice question. advanced shipping notice RFID tag UPC code price tag
UPC code
MAC, a brand of makeup produced by Estée Lauder, sells through the company's retail outlets. Therefore, whenever a new MAC product is made, it is automatically brought into Estée Lauder retailing outlets. Which type of channel structure does this setup represent? Multiple choice question. Vertical production setup Horizontal marketing system Vertical marketing system Horizontal production setup
Vertical marketing system
Which of the following refers to a food retailer that is very large in size and offers a limited and irregular assortment of food and general merchandise in bulk with little service at low prices? Multiple choice question. Supercenter Limited-assortment supermarket Warehouse club Conventional supermarket
Warehouse club
Which of the following pieces of information should be communicated to customers through a company's website? (Choose every correct answer.) Multiple select question. Where customers can purchase products Features of products and services Contact information for competitors Negative reviews of products or services
Where customers can purchase products Features of products and services
What is the first decision to be made when considering merchandise flow? Multiple choice question. Where the merchandise will go How much it will cost to transport the merchandise Whether the merchandise will travel by truck, train, or plane Who will transport the merchandise
Where the merchandise will go
Imagine that a firm sends out a message in the form of a print advertisement for a product. Which of the following elements is most likely to contribute to how receivers decode the message differently? Multiple choice question. Whether or not the receiver reads the ad more than once Whether or not the receiver is a user of the firm's product What time of the year the print ad is issued What newspaper or magazine the print ad appears in
Whether or not the receiver is a user of the firm's product
RFID tags ______. Multiple choice question. do not store as much information as UPC codes provide information to customers make checking a more labor-intensive process act as passive tracking devices
act as passive tracking devices
According to the AMA, ______ is "the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas." Multiple choice question. consumption marketing advertising public relations
advertising
Unlike PR, _______ is a paid form of communication, delivered through media from an identifiable source.
advertising
Imagine that you are reading one of your favorite magazines. If you see a logo and recognize the brand as it is being presented to you, this is an example of ______. Multiple choice question. recall capability aided recall brand persistence brand notoriety
aided recall
The communication ______is the medium (e.g., print, television, radio) that carries the message from the firm to the consumer.
channel
The ______ refers to the medium that carries the message for a firm whether in print, broadcast, or Internet. Multiple choice question. transmitter message outlet encoding process communication channel
communication channel
3M had a "One Million Uses and Counting" promotion such that individuals would post a YouTube video showing their various uses for Post-it Notes for the chance to win a prize. This is an example of a ______. Multiple choice question. contest rebate sweepstakes sample
contest
7-Eleven is an example of a(n) ______ that sells a limited number of items in a small but easy-to-reach location. Multiple choice question. convenience store full-line discount store extreme-value retailer specialty store
convenience store
Whereas a ______ supermarket is likely to carry around 30,000 SKUs at any given time, a(n) ______ food retailer will only stock around 1,500 SKUs in order to reduce costs and maximize efficiency. Multiple choice question. limited; assortment conventional; extreme-value conventional; assortment limited; extreme-value
conventional; extreme-value
Within the communication process, encoding most closely could be described as ______. Multiple choice question. complication transmission conversion interpretation
conversion
A(n) ______ is an offer that reduces the price of specific items at the point at which the items are purchased.
coupon
Which type of sales promotion stimulates demand for both new and existing, mature products? Multiple choice question. samples product placements coupons contests
coupons
When two or more firms join together to reach a specific target market through a sweepstakes, coupon, or other promotion, this is known as ______. Multiple choice question. cross-promotion co-branding gift-with-purchase cross-branding
cross-promotion
The first flow of information (Flow 1) in a supply chain occurs from ______. Multiple choice question. buyer to manufacturer customer to store customer to buyer store to buyer
customer to store
What type of promotion offers a short-term price reduction such as "buy one, get one free?" Multiple choice question. premium contest deal sweepstakes
deal
Using ______ as a type of sales promotion is beneficial because they can encourage consumers to try out a product at reduced risk, but they can be detrimental because they reduce perception of value for the product or service. Multiple choice question. contests product placements deals premiums
deals
For one person, the Taco Bell logo might mean a dieter's worst nightmare, but for another it can mean a great meal. This exemplifies the fact that each receiver may ______ a given message differently. Multiple choice question. send decode encode transmit
decode
Telephone, mail, catalogs, and e-mails can all be considered part of ______. Multiple choice question. top-of-mind awareness direct marketing personal selling online marketing
direct marketing
Chain stores that use ______ can carry less merchandise in each retail outlet. Multiple choice question. UPC codes direct store delivery distribution centers marketing channels
distribution centers
Information in a supply chain flows to and from which of the following? (Choose every correct answer.) Multiple select question. distribution centers manufacturers wholesalers competitors
distribution centers manufacturers wholesalers
Advertisers combine two main types of appeals: informational and ______
emotional
______ refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both.
encoding
Manufacturers need to understand the ______ of different types of retailers to determine the best channels for their products Multiple choice question. general characteristics geographic locations marketing spending corporate history
general characteristics
The large type in an ad that is designed to draw attention is called a ______. Multiple choice question. branding element subhead headline body copy
headline
An easy way to remember the difference between encoding and decoding within the communication process is to think of encoding as the message the sender intends to say, whereas decoding can be thought of as what the receiver actually ______. Multiple choice question. does hears feels means
hears
As the cost of other forms of marketing communications has risen, PR has ______ in relevance for firms. Multiple choice question. stabilized differentiated increased decreased
increased
Marketing communications ______ consumers by making them aware that a product or service exists or by increasing their purchase intent. Multiple choice question. command mislead influence deter
influence
A retailer that decides to withhold from a supplier important details about a consumer goods market is exerting _____ power
information
During the early stages of a product's life cycle, ______ advertising should be used in order to create and build brand awareness.
informative
_________ marketing communications (IMC) encompasses a variety of communication disciplines in combination to provide a maximum communicative impact on its consumers.
integrated
Effective omnichannel operations need a(n) ______, which consists of a centralized customer data warehouse that houses a complete history of each customer's interaction with the retailer. Multiple choice question. vertically integrated supply chain integrated CRM system personalized service at all levels sustainable competitive advantage
integrated CRM system
Within the communication process, decoding can best be described as ______. Multiple choice question. transmission conversion conversation interpretation
interpretation
As part of a sales promotion program, _______ programs are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.
loyalty
Imagine that Apple conducts a seminar with Best Buy employees on new features in Apple's latest iPhone. This would be an example of the ______ educating the ______ on how to use and consequently sell its new product. Multiple choice question. consumer; retailer manufacturer; retailer retailer; manufacturer retailer; consumer
manufacturer; retailer
When a firm influences the actions of a consumer, the firm has probably done so through ______. Multiple choice question. market manipulation marketing communications in-person persuasion market domination
marketing communications
______ media channels, which include radio and television, are a good way to reach large numbers of anonymous audience members.
mass
One of the largest expenses in the advertising budget is the _____ buy, which refers to the actual purchase of airtime or print pages.
media
Getting customers into the stores by using newspapers, magazines, television, and social media refers to advertising in the ______, whereas displays and signs placed at the point of purchase or in aisles is advertising in the ______. Multiple choice question. media; store store; media public; private warehouse; media
media; store
When an advertiser is in the process of creating an ad and debates whether to run the ad on television or in print, the advertiser is deciding on which ______ to use. Multiple choice question. headline medium message text
medium
One of retailers' most fundamental activities in fulfilling the needs of the target market is to provide the ideal blend of ______ and ______. Multiple choice question. labor; service merchandise; promotion service; personnel merchandise; service
merchandise; service
Firms must provide the target audience with reasons to purchase their products or services. These reasons are conveyed through the ______. Multiple choice question. AIDA model push strategy message budget
message
The _____ provides the target audience with reasons to respond in the desired way. Listen to the complete question
message
Using demand notifications to notify sales associates who can physically pull an item from store shelves and verify its availability is part of _____________ task management.
mobile
______ occurs when there is a discrepancy between the encoding and decoding of a message.
noise
When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the ______ IMC budget method. Multiple choice question. parity objective-and-task percent-of-sales affordable
objective-and-task
A ______ is a type of promotion that offers an item for free or for a very low price to reward specific buyer behaviors, such as sampling or testing.
premium
The sender of a message ______ the audience. Multiple choice question. must be hidden from should be clearly known by decodes the message for should be a member of
should be clearly known by
Using the Internet to communicate about product preferences with other shoppers is called ______ shopping.
social
Omnichannel retailers ______ provide an integrated shopping experience across all their channels. Multiple choice question. automatically struggle to easily find it impossible to
struggle to
Unlike a contest sales promotion, _______ do not require consumers to do anything other than buy a ticket or fill out a form for a chance to win some type of prize.
sweepstakes
In order for an advertising program to succeed, the advertiser must accurately and effectively identify its ______ audience.
target
The role of the retailer is to help ______. Multiple choice question. the manufacturer only the competitors in the industry the consumer and manufacturer the consumer only
the consumer and manufacturer
Point-of-sale terminals record purchase information and electronically send it in a flow of information that initially travels from ______ to ______. Multiple choice question. manufacturers; the corporation's stores the corporation's stores; buyers at corporate headquarters the corporation's stores; competitors buyers at corporate headquarters; manufacturers
the corporation's stores; buyers at corporate headquarters
Firms have begun to rely more heavily on communicating with their customers through ______. Multiple choice question. print media their websites direct phone calls television
their websites
The _____ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications.
transmitter
A demand curve shows that a company will sell 10,000 units if it prices its new product at $200 per unit, but it will sell 20,000 units if it reduces the price to $75. If the company wants to maximize profits, it should price the new product at ______. Multiple choice question. $200 $75 $50 $275
$200
Which statement about marketing channels is true? Multiple choice question. The structure of a marketing channel is solely up to the goods manufacturer. A direct marketing channel is generally the best channel choice for large retailers. Firms have the best opportunity to design the best marketing channel within their first year. A marketing channel may be a combination of a direct channel and an indirect channel.
A marketing channel may be a combination of a direct channel and an indirect channel.
Which of the following is an example of power being exerted within a marketing channel? Multiple choice question. Two dozen customers picket a large retail chain, demanding that it stop selling products made in China. When five employees of a small manufacturing plant are caught stealing from the company, they are fired and replaced. Although all companies in the channel are independent, one large retailer controls what a small supplier can do. Two small retailers in the same town inform their common supplier that they cannot accept deliveries on Saturdays.
Although all companies in the channel are independent, one large retailer controls what a small supplier can do.
Assuming the economy and other factors stay the same, a downward-sloping demand curve for a product shows which of the following? (Check all that apply.) Multiple select question. As price increases, demand increases. As price decreases, demand increases. As price decreases, demand decreases. As price increases, demand decreases.
As price decreases, demand increases. As price increases, demand decreases.
Which is one of the five Cs of pricing? Multiple choice question. Customer salaries Company objectives Channel dynamics Cost uniqueness
Company objectives
Which of the following are considered part of the five Cs of pricing? (Check all that apply.) Multiple select question. Competition Change management Customers Channel members Company objectives Charter membership
Competition Customers Channel members Company objectives
Which of the following do you need to know to calculate target return price? (Check all that apply.) Multiple select question. Fixed costs Expected unit sales Break-even point Variable costs
Fixed costs Expected unit sales Variable costs
Which of the following are the common types of marketing channels? (Check all that apply.) Multiple select question. Overhead Indirect Intermediary Direct
Indirect Direct
Target return pricing is an example of what type of orientation? Multiple choice question. Profit Sales Competitor Customer
Profit
Which of the following intermediaries are included in indirect marketing channels? (Check all that apply.) Multiple select question. Customer Retailer Merchandise wholesaler Materials supplier
Retailer Merchandise wholesaler
Which of the following types of power do monetary incentives represent? Multiple choice question. Coercive Referent Information Reward
Reward
Mutual trust helps partners in strategic relationships to do which of the following? (Choose every correct answer.) Multiple select question. Share ideas Discuss goals and problems Give each other their profits Protect the market from any competition Communicate efficiently
Share ideas Discuss goals and problems Communicate efficiently
How does penetration pricing discourage rival companies from entering the market? (Choose every correct answer.) Multiple select question. The profit potential in the market is relatively low. It negates the experience curve effect, which usually helps competitors. Competitors who enter the market will temporarily face higher unit costs. It encourages price skimming, which is too risky for most companies to engage in.
The profit potential in the market is relatively low. Competitors who enter the market will temporarily face higher unit costs.
Business relationships in supply chains ______. Multiple choice question. must be between divisions of the same firm must be between independent entities are based on meeting each other's needs are always close working partnerships
are based on meeting each other's needs
Channel conflict is more likely to be minimized when channels ______. Multiple choice question. are not closely aligned involve members at the same level are horizontal are closely aligned
are closely aligned
When marketing channels are closely aligned, conflicts ______. Multiple choice question. are more likely will not happen increase profitability are less likely
are less likely
Price fixing is the illegal tactic of cooperating with other firms to ______ prices. Multiple choice question. constantly reduce artificially establish discretely hide publicly list
artificially establish
The graph that shows how many units of a product or service consumers will want during a specific period at different prices is known as the ______ curve. Multiple choice question. demand consumer supply price versus sales
demand
In a(n) ______ marketing channel, products are sold by a manufacturer to a consumer without going through a retailer. Multiple choice question. indirect intermediary-based three-stage direct
direct
A facility that receives, stores, and redistributes merchandise to company stores is known as a ______. Multiple choice question. warehouse marketing channel distribution center supply chain
distribution center
In a marketing channel, the sales department must coordinate delivery with ______. Multiple choice question. advertisers distribution centers competitors' sales departments consumers
distribution centers
For most products, demand increases as the price decreases. Because of this general trend, demand curves usually have a(n) ______ slope. Multiple choice question. horizontal vertical upward downward
downward
With the ______ pricing strategy, a company adopts retail prices that are typically somewhere between the product's regular price and the sharply discounted sale prices that competitors occasionally offer. Multiple choice question. reference everyday low odd high/low
everyday low
The strategy of ______ appeals to consumers because it reduces their need to spend time comparing prices at various stores. Multiple choice question. loss leader pricing benchmark reference pricing image pricing everyday low pricing (EDLP) odd/even pricing
everyday low pricing (EDLP)
The ______ pricing strategy features frequent sales, during which prices are lowered for a short time. Multiple choice question. reference high/low everyday low odd
high/low
When consumers relish the challenge of getting the lowest price and are willing to expend the time and effort to seek out the lowest price every time, retailers should use the ______ pricing strategy. Multiple choice question. everyday low predatory high/low reference
high/low
According to the cross-price elasticity of demand, when the price of DVD players drops, the demand for DVDs is likely to ______. Multiple choice question. increase first increase then decrease decrease remain unchanged
increase
A retailer that decides to withhold from a supplier important details about a consumer goods market is exerting _______ power.
information
To learn more about their customers, manufacturers often try to engage directly with customers on their websites. This allows manufacturers to become less dependent on retailers for customer insights. These manufacturers are seeking to limit the ______ power held by the retailers. Multiple choice question. reward expertise information coercive legitimate
information
A large grocery store chain insists that its suppliers stop packaging their bagels in plastic wrap, and they comply. This is an example of ______. Multiple choice question. a short supply chain direct store delivery power within a marketing channel marketing through a fulfillment center
power within a marketing channel
A firm sets extremely low prices for its products so that most customers will stop shopping elsewhere. This will cause other companies to go out of business and leave the firm with no more competition. The firm has engaged in ______. Multiple choice question. price fixing predatory pricing gray market pricing price discrimination
predatory pricing
When supply chain members realize that their goals and success are linked to others on the same team, they develop deeper long-term ______. Multiple choice question. logistics effectiveness relationships profitability competitive advantage
relationships
When a firm is aiming for a particular amount of profit as its overriding concern, it usually implements ______. Multiple choice question. target profit pricing the maximizing profits strategy target return pricing premium pricing
target profit pricing
When a firm is aiming for a particular amount of profit as its overriding concern, it usually implements ______. Multiple choice question. the maximizing profits strategy target return pricing premium pricing target profit pricing
target profit pricing
Firms that are less concerned with the level of profits and more interested in the rate at which profits are generated relative to their investments tend to use ______. Multiple choice question. premium pricing contribution per unit calculations competitive parity target return pricing
target return pricing
Firms that are less concerned with the level of profits and more interested in the rate at which profits are generated relative to their investments tend to use ______. Multiple choice question. target return pricing contribution per unit calculations premium pricing competitive parity
target return pricing
