POM Test 4 Questions
Jennifer Clarkson, a sales representative for a publisher of college textbooks, had the southern half of the state as a sales territory. Last year, the director of marketing for the publishing company told Jennifer's sales manager to increase her territory to the entire state. Now Jennifer's customers are less satisfied with the company. They are most likely to blame ____ for their reduced level of customer satisfaction.
Jennifer
Natalie is a sales representative with Nike. Tomorrow she will join with people from the firm's financial, engineering, and other functional areas to engage in the personal selling process. Natalie is engaged in
Team selling
The Internet may increase resentment between intermediaries and manufacturers because
The Internet may increase resentment between intermediaries and manufacturers because it allows manufacturers to create a direct channel that competes with retailers. A manufacturer's online presence creates a capability for direct sales to consumers that did not exist previously.
Which of the following is the best example of a well-stated sales objective?
The sales force should increase domestic market share by 5% by the end of the fiscal year.
Which of the following is a major goal of integrated marketing communications?
To send a consistent message to consumers.
Which of the following is the best example of noise that originates with the receiver in the communication process?
Tony checks his e-mail when the television commercial break begins.
Selective distribution is desirable when customer service from a channel member is important.
True
Which of the following is the best example of the promotional objective of combating competitive promotional efforts?
When McDonald's advertises that it has the best fries based on the number of fries sold, Burger King advertises it has the best fries based on taste tests.
You are leading a meeting of your marketing team where you are deciding on the promotion mix for your flagship product. You are working your way through the various factors that should be considered when determining an appropriate promotion mix. You are currently focused on the characteristics of your target market. Because of the nature of your product, your target market represents millions of potential customers. Which of the following best describes the appropriate promotion mix for your product?
Your promotion mix should emphasize advertising and sales promotion.
Energizer decides to offer buyers the opportunity to mail in the proof of purchase for batteries in exchange for a free plush version of its Energizer Bunny. This is an example of
a premium
In certain boxes of cereal, Kellogg's offers a code that customers can redeem for a free children's eBook. This is an example of
a premium
Ralph Lauren is planning a promotion where it will showcase all of its clothing lines to buyers at retail stores. It also plans to develop a direct marketing campaign that will use social media to introduce its new seasonal styles. Ralph Lauren is using ___ with the retail showcase and ___ with the social media campaign.
a push policy; a pull policy
You are a brand manager for a major retailer and your team has been airing a series of television commercials with the help of an outside ad agency. The vice president of your company does not believe the ads have been effective and wants you to do some research to find out whether customers have seen the ads. Which of the following should you use?
a recognition test
Whole Foods was able to identify a market segment that was looking for healthy and organic foods. This segment was underserved in that there were no large grocery stores that provided a broad assortment of healthy and organic foods, so it created _____ to meet the needs of that segment.
a retail positioning
Customers receive the benefits of form utility from an intermediary when
a retailer offers to add a monogram to a product.
Makita, a manufacturer of power tools, is offering _____ to motivate its distributors to sell more of its products. It is offering recognition and a prize to the distributor who sells the most of its power tools to retail stores in the next month. Makita is offering
a sales contest
Fiat Chrysler has an agreement with GAC Group, a Chinese automobile manufacturer, to produce Jeeps in China to be sold to Chinese customers. This agreement gives Fiat Chrysler access to the Chinese market without having to pay import tariffs on cars produced in the United States and sold in China. This is an example of
a strategic channel alliance.
Jack is shopping for a birthday present for his mother. He wants to buy her a pair of earrings and decides to go to a store that provides the best selection of earrings and jewelry. The best store for him to shop at would be
a traditional specialty store
When the salesperson asks the customer several questions that assume they are buying the product, this is known as
a trial close
A general-merchandise retailer offers ____________.
a variety of product lines that are stocked in depth
An advertising schedule in which a portion of the advertising campaign runs continuously during the entire campaign and additional advertising is used during specific times to intensify the level of communication with the target audience is called
pulsing
Darnell is the marketing director for an automobile company and is reviewing a print advertisement that has been developed by the marketing team. He is paying extra attention to the _____, because it is a critical component of the copy that _____.
headline; is often the only part of the copy that is read
Suppose that Samsung has decided to contract with the producers of The Avengers: Infinity War to have characters in the movie exclusively use Samsung tablets and smartphones. This would best be an example of
product placement
You are the marketing manager for a soft drink manufacturer. You recommend that the company should try to get the actors and actresses in television shows to drink its products. What type of promotion activity are you suggesting with your idea?
product placement
In many television shows and movies, you will see characters using Apple computers and laptops during the show. This promotion strategy is called _________.
product placement
In episodes of American Idol, the judges drank out of cups featuring the Coca-Cola logo. The promotion strategy used by Coca-Cola is known as
product placement.
For her sixteenth birthday, Josie has asked her parents for a new handbag from Coach. She insists that she must have a Coach bag, which has a high price and recognizable brand name. This insistence on the Coach brand supports the criticism of promotion that
promotion encourages materialism
As part of the _____ step of the personal selling process, Ruth is looking over her list of potential customers and evaluating them based on their ability, willingness, and authority to make a purchase.
prospecting
Rachel is a sales representative. Every week, she spends time looking for potential customers by doing an online search through her industry's trade association database for new members. This is part of which step of the personal selling process?
prospecting
Salim has recently been hired as a salesperson for an air conditioner sales firm. When he started his job, he decided that the first thing to do was to go through his company's sales records and through telephone directories to find potential customers. During this process, Salim was
prospecting
Stuart likes to have at least 25 potential customers ready to call for additional sales. He just realized that he currently has less than 20. In order to get his list back above 25, Stuart will have to spend time
prospecting
While in a sales meeting, Andre notices that the customer he is speaking to takes a step backward during the conversation. Feeling that the customer is disinterested in his sales pitch, Andre changes his approach to make the conversation more interesting to the customer. Andre is paying attention to ____ communication from the customer.
proxemic
Apple regularly holds events where the company CEO announces the latest products in front of a large group of stakeholders. This type of event is best categorized under which of the following types of promotion?
public relations
Kohler, a manufacturer of bathroom fixtures such as sinks and toilets, has uploaded several videos to YouTube that help demonstrate how to install their fixtures. These videos are best categorized under which of the following types of promotion?
public relations
Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) ____ tool.
public relations
When a company is trying to communicate with its suppliers, employees, stockholders, the media, potential investors, government officials, and society in general, it is important to use
public relations
Pepsi wants to find out how their public relations program in which they sponsor the Super Bowl Halftime Show has changed perceptions of the company. To do so, they should conduct a _______.
public relations audit
Halloween City is a specialty costume store that operates a retail location from late August through early November. The company needs some warehouse space to store its costumes. Because of the seasonality of its operations, they are most likely looking to lease a
public warehouse.
Cook Right Pans has two types of warehouses that it uses. The first is a _____ that it leases to store excess inventory during times when its production output is greater than the demand for its pots and pans. The second is a _____ that is used to coordinate the shipping of completed products and is designed for quickly shipping products rather than for storage.
public warehouse; distribution center
Local news reports sometimes include announcements about new stores opening in the area. These stories are most likely examples of
publicity
When news reports are released that highlight a new charitable initiative launched by a company like Nordstrom, it is most likely an example of
publicity.
When Glade introduced its Wax Melts line of air fresheners, if it offered coupons available in the newspaper that consumers would then take to their favorite stores, this would be an example of a _____ policy.
pull
Stella's Diner runs advertisements at a steady rate in the local newspaper daily to encourage visitors, but intensifies its advertising with radio commercials featuring its monthly specials during the first week of each month. Stella's Diner is using a _____ media schedule.
pulsing
Brad is a _____ for a magazine distributor. His job is to go into grocery stores and maintain the magazine displays, making sure the magazines are in stock and that older magazines have been removed.
rack jobber
Inditex, the parent company of fast-fashion retailer Zara, is an expert at using technology to track items. For instance, Zara has small bits of this technology attached to its fashion products' security tags. This technology uses signals to keep track of inventory and inform the retailer when more products need to be ordered. It also helps with shipment tracking. This technology is called
radio frequency identification
Jeep wants to transport new vehicles from its plant in Toledo, Ohio, to the dealers in Southern California. Which of the following methods would be the cheapest for transporting this cargo?
railroads
Anne-Marie is the manager of a department store. She has read predictions that the coming winter is going to be very cold and is concerned that there will be a lot of demand for winter coats. To help avoid stockouts, she is keeping
safety stock
Dan is responsible for developing the promotional campaign for Under Armour's new line of footwear for teens. He will be writing advertising campaign objectives that are aimed at increasing Under Armour's market share. This means his objectives are written in terms of
sales
A manager at Owens Corning, a manufacturer of fiberglass, insulation, and related products, is updating the way the company interacts with its sales force. The manager has decided to open up offices in key areas that will provide support services for the sales force, carry inventory, and offer services to construction customers. This type of office is known as a
sales branch
When launching a new flavor of ice cream, the ice cream manufacturer may create a(n) _____ where it gives a trophy and cash prize to the salesperson who sells the greatest volume of the new flavor to wholesalers in the first month after introduction
sales contest
Joseph works for a manufacturer, but away from the manufacturing plants. He works with his company's retail customers to help provide wholesale services. His office does not contain any inventory, but his work helps strengthen the efficiency of the supply chain. Joseph works at a
sales office.
In the weeks leading up to Thanksgiving, Butterball turkey may allocate more of its promotion budget to _____ in order to account for the coupons it will be issuing to consumers
sales promotion
When a soft drink manufacturer offers digital coupons that customers can use in retail stores, it is using
sales promotion
When sales representatives for Owens Corning meet potential customers, they offer stuffed pink panthers to promote their insulation. This example illustrates Owens Corning's use of which of the following elements of the promotion mix?
sales promotion
You are working with a sales management consultant to improve your company's sales performance of its line of juices. You and the consultant agree your promotional activities should include a greater attempt at inducing trial of the products being sold. Based on this information, which of the elements of promotion should you emphasize more?
sales promotion
Each year, Doritos holds a contest for customers to create a commercial. The winning commercial, as decided by internet voters, airs during the Super Bowl. This contest is an example of Doritos using _____ for its promotion strategy.
sales promotions
Valpak is a company that mails out packets of coupons to consumers. These coupons mostly include discounts for local and regional businesses. Valpak is helping these companies with its
sales promotions
At last year's holiday banquet, Eric was recognized in front of all of the other salespeople and in front of senior management for being the highest-earning salesperson in the firm. This is an example of the company's efforts at
salesperson motivation
Realizing that her firm's sales promotion budget was small and cut by 30 percent for the coming year, Stacey Baronas rules out ____ as playing a role in her sales promotion plan.
samples
When a salesperson shakes a potential customer's hand, she is using
tactile communication
Christine is a sales representative for a medical supply company. She has a sales call scheduled in which she will join other employees from the company, including personnel from the financial and engineering departments, to make a sales pitch to a medical center. Christine is engaged in
team selling
Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment?
team selling
Which of the following types is most appropriate when selling new technology that needs specific technical expertise due to its complexity?
team selling
Chris works for a manufacturer of replacement knees and hips. He often works in operating rooms with surgeons during knee and hip replacements to help them as they perform surgeries, answering questions and providing support. Chris is best described as a(n)
technical salesperson
Jin Xiao, a trained engineer, is a salesperson for a chemical manufacturer. He provides current customers with advice about a product's characteristics and applications. He is a(n) ___________.
technical salesperson
In designing the advertising message, all of the following are likely to affect the message content except
the length of the advertising campaign
Nike has set an advertising objective to increase market share by 5%. In developing the advertising appropriation, they are having trouble determining how much to increase their national advertising in order to reach that objective. This is a problem typical of which appropriation approach?
the objective-and-task approach
Yvonne works for an advertising agency hired by a local restaurant that wants to increase its revenue by 5% this year. Yvonne proposes that the restaurant will need to spend an additional $25,000 on its advertising campaign to meet this objective. Yvonne is using which advertising appropriation approach?
the objective-and-task approach
Aaron is in charge of advertising for his company and he has designed a magazine ad to promote one of his company's new products. When he shares the ad with his manager, the manager tells him that the ad has too much visual information. The manager is concerned with the _____ of the receiver.
channel capacity
A grocery store that sells both Annie's Homegrown Organic Macaroni & Cheese and Horizon Organic Macaroni & Cheese has been giving Annie's products better locations on the shelves and promoting them more in stores than Horizon's products. If this continues, _____ is likely to result.
channel conflict
IMA Wholesalers is a distributor of car repair parts and supplies, selling to both retailers and auto repair service businesses. Recently, IMA has been promoting the Pennzoil brand of oil over the Quaker State brand of oil by offering larger discounts to the channel members. If IMA continues to do this, ____ is likely to result.
channel conflict
Snap-on Tools uses a franchise model to sell shop equipment products to customers. When Snap-on opened an online Web site that sold tools directly to consumers, this likely caused _____ with franchisees, which would likely increase if Snap-on reaches an agreement to sell through Home Depot as well.
channel conflict
Verizon Wireless airs commercials using the slogan "Better matters" stating that it provides higher quality service than other carriers. This is an example of _____ advertising.
competitive
When Bounty paper towels are advertised as being the "Quicker Picker-Upper," suggesting that it cleans more efficiently than other paper towels, Bounty is using _____ advertising.
competitive
If Pampers were to set its advertising appropriation based on how much is spent on Huggies, they would be using the ____ approach.
competitive-matching
In the past, Cheetah Chews, a brand of candy, had determined its budget by trying to spend as much as other candy brands, but has recently decided to switch its appropriation method to one in which it identifies the cost required to meet certain goals. They are switching from the _____ approach to the _____ approach.
competitive-matching; objective-and-task
Jonah is a member of his local gym. The gym has asked him and some other members to view a potential commercial set to air in the area. They were then asked to judge the commercial on several different dimensions. Jonah was a part of a(n)
consumer jury
Maria is working on the advertising campaign for Mr. Clean cleaning solutions. They have updated the look of Mr. Clean and want to find out whether the new creative idea for Mr. Clean will be successful. In order to pretest the campaign, Maria should use a(n)
consumer jury
Procter & Gamble uses many different _____ in order to encourage consumers to purchase its products, including coupons, cents-off offers, rebates, point-of-purchase displays, free samples, and consumer contests.
consumer sales promotion methods
Bo finds a code under the cap of the soft drink he just bought. He visits a website where he enters the code for a chance to win a prize. This is an example of a
consumer sweepstakes.
Which of the following is not one of the benefits of television home shopping for a marketer engaged in direct marketing?
consumers can seek out hard-to-find items
The Mini Roadster is manufactured in England. For cars sold in the United States, they are placed into large boxes that are 8-feet wide, 8-feet high, and 10- to 40-feet long. This way, they can be stacked and shipped on ships and barges across the Atlantic Ocean. This process is referred to as
containerization
Subway, a fast-food sandwich restaurant, has channel members that are connected using legal agreements that spell out the rights and responsibilities of each member. This is an example of a(n) _____ vertical marketing system.
contractual
What type of self-service store typically is less than 5,000 square feet, open 24 hours a day and 7 days a week, and stocks about 500 items?
convenience store
An arrangement in which a manufacturer pays a certain amount of a retailer's media costs for advertising that manufacturer's products is ________
cooperative advertising
Walmart puts an advertisement in the Sunday newspaper that features toys from Fisher-Price and electronics from Samsung. Because they are featured in the ad, Fisher-Price and Samsung have agreed to pay a portion of Walmart's media costs. This is an example of a
cooperative advertising
In-N-Out Burger is a fast-food hamburger chain headquartered in California that owns and operates every location, resisting franchising any new locations. By owning every location and not franchising, In-N-Out operates a(n) _____ and has no plans of adopting a(n) _____.
corporate VMS; contractual VMS
McDonald's has a multichannel distribution system in which it operates its own locations and has franchise agreements with other locations. Operating its own locations is a(n) _____, while the franchises represent a(n) _____.
corporate VMS; contractual VMS
Old Navy sells its clothing directly to consumers through its own retail outlets. This is an example of a(n)
corporate vertical marketing system
Lean Cuisine is exploring launching a new television advertising campaign. In order to determine which television programs to air their new commercials, their media planners will use a(n) _____ to examine the advertising fee charged for each program in relation to the number of people each program reaches.
cost comparison indicator
Advantages associated with _____ include their positive effect on print advertisements, that they reward current users and win back former users, and that they encourage purchases in larger quantities.
coupons
Fraudulent usage, inability to attract potentially brand-loyal customers, and use by current customers but not new customers are believed to be disadvantages of which of the following?
coupons
In the weeks leading up to Halloween, Hershey's decides to use ____, the most common form of sales promotion, to encourage consumers to buy Hershey's products.
coupons
If Lay's introduces a new line extension of its famous potato chips, it is likely going to engage in promotions that focus on _____ in order to have customers start the product adoption process.
creating awareness
Marilyn works for the Chicago Department of Tourism. She has been analyzing their advertising campaign and has recommended that they change the overall message of the advertising campaign from Chicago being a destination for families on a tight budget to a city where families can engage in many cultural activities. Marilyn's suggestion focuses most on which step of developing an advertising campaign?
creating the advertising platform
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.
Tombstone Pizza is planning on starting a new online advertising campaign to reach consumers where they will develop banner ads and increase their social media presence. They also plan on increasing their spending on personal selling with its wholesalers. Tombstone is using _____ with the online campaign and _____ with the increase in personal selling.
pull policy; push policy
While the specific communication vehicles employed in promotion have not changed, the fundamental role of promotion is changing.
false
During a television commercial, the announcer reads a toll-free telephone number that viewers can call to order the product. The announcer has included the phone number to facilitate _____ for this communication.
feedback
Ryan is the owner of a small corner grocery store. He does not have time to keep track of how much he has to order of every item he keeps in stock, so he relies on the _____ from his various suppliers to make sure his orders are placed periodically.
field order takers
Vista Advertising is an advertising agency hired by a company that manufactures coats and jackets. When Vista placed an order for $100,000 in advertising, it received a commission based on the traditional compensation method. This means that the advertising agency received _____ in compensation. $20,000
$15,000
What is the reorder point if the usage rate is 20 units per day, the order lead time is eight days, and the safety stock is 60?
220
In a simple economy of 3 producers and 10 consumers, there would be ____ possible transactions without an intermediary. With one intermediary, the number of possible transactions would be ____.
30,13
In which of the following situations is dual distribution likely to be determined illegal?
A manufacturer's outlet store undercuts its independent retailers' prices for the same products.
Target gives a portion of its profits to local organizations. This is an example of
cause-related marketing
Which of the following collection of retailers is most likely to be found at a power shopping center?
Babies 'R' Us, T.J. Maxx, Bed Bath & Beyond, and Home Depot
are promotions that allow buyers to pay less than the regular price to encourage purchase, and _____ are promotions in which a consumer is sent a specified amount of money for making a single purchase.
Cents-off offers; rebates
Mary is currently working on updating her company's website, incorporating signs and symbols that will help represent the ideas that the company is trying to express. Mary is most likely working on the _____ for the website.
Coding process
Parisian Dry Cleaners airs a series of radio ads that claim, "We are the fastest dry cleaners in town." This campaign would best be described as ____ advertising.
Comparative
Imagine you are at a grocery store and asked by a researcher to look at a print advertisement and asked if you recognize it. This would be an example of what kind of test?
Consistent brand messages and images throughout all communications can help a brand maintain strength during a crisis.
A ski resort has hired an advertising agency to develop an advertising campaign aimed at families with small children. The advertising agency should do which of the following first?
Define advertising objectives.
The primary advantage of franchising is the complete control the franchisee has over the business.
false
Supply chain management combines two or more stages of the marketing channel under one management.
False
The end result of eliminating marketing intermediaries is a cost benefit.
False
The reorder point is computed by multiplying the service standard by the order lead time.
False
To announce a major news event, an organization should use a news release.
false
Which of the following statements is not true about recruiting and training a sales force?
Sales managers do not recruit applicants from departments within the company.
For which of the following products is selective distribution most appropriate?
Luxury watches
Which of the following is an example of native advertising?
Marriott partnered with digital entertainment site Reddit to sponsor a Reddit-like post asking users to provide "sales pitches" about what makes their neighborhoods special.
Which of the following is the best method a company can use to determine how many people heard the company's public relations message?
Measure changes in product awareness, knowledge, and attitudes resulting from the publicity campaign.
Which of the following statements is true about personal selling?
Personal selling is the most precise of all promotional methods.
You are meeting with the head of a consumer advocacy group that claims your firm's promotion activities are causing food prices to rise. Naturally, you disagree with this claim, and you are meeting with this individual to make your case. Which of the following statements would be a strong defense against this advocacy group's claim?
Promotion can help keep prices lower by facilitating price competition.
Tiffani works for Mazda, where she works to create favorable relationships between Mazda and its customers, suppliers, employees, shareholders, the media, and other stakeholders. Tiffani is most likely employed in Mazda's _____ department.
Public Relations
Recently the local television station communicated a news story about the new specialized medical mart opened by Cleveland Clinic. The story provided information about the various services that the new medical mart would offer and how to get in touch with the service providers. This story is most likely an example of ________.
Publicity
Aaron Epstein tells his fellow retail salesperson at Zales Jewelers that during the second quarter he is going to sell all the Alance watches he can and use his extra earnings to go to Cancun. He exclaims, "Can you believe the ____ program they have on for this quarter?"
Push money
Walmart has begun requiring that its suppliers add _____ to their shipments. The shipments can then be tracked using radio waves to help Walmart and its suppliers make the supply chain more efficient.
RFID tags
Limitations of using publicity-based public relations tools include all of the following except:
Reports made about companies by the media are not viewed as credible by viewers.
The Fisher-Price company produces toys and baby-related products. For the introduction of its line of nursery furniture for infants and small children, the Fisher Company will most likely use ____ distribution for the products.
Selective
Which of the following is a difference between selling agents and manufacturer's agents?
Selling agents have complete control over product pricing.
Which of the following describes a disadvantage of using an industrial distributor?
Since they are independent firms, they may be difficult to control.
Spencer is a sales representative for an office furniture company. Last year, the production manager decided to replace one of their suppliers with a cheaper alternative. As a result, the furniture is not as durable as the prior models and is more likely to break. The CEO of the company has told the Director of Marketing to keep the prices constant. He has also told the sales managers to instruct the sales representatives to not mention the change in quality. If Spencer's customers are having issues with their new furniture, most of the burden of achieving customer satisfaction lies with
Spencer
You are conducting a business startup workshop sponsored by the Small Business Administration. The workshop attendees are all aspiring business owners who are excited and fearful about the prospect of starting their own business. Early in the workshop, you asked the attendees to complete a questionnaire about their major concerns in starting a new business. The majority of the respondents indicated their biggest concerns were limited capital and lack of business experience. Based on these concerns, which of the following business strategies do you think would be most appropriate for these workshop attendees?
Start their business as a franchisee.
What is the primary difference between superstores and supermarkets?
Superstores offer routinely purchased products in addition to products found at supermarkets.
Which of the following is an example of an off-price retailer?
T.J. Maxx
A channel that includes both a manufacturers' agent and an industrial distributor is appropriate under which of the following circumstances?
The producer wants to cover a large geographic area, but has no sales force.
Maggie is choosing the type of media for a promotion campaign for Hershey candy bars. She has studied the advantages and disadvantages of each type of promotion and is considering using outdoor advertising. Which of the following is not a disadvantage of using outdoor advertising?
There is a long lead time for outdoor ads.
Which of the following describes an advantage of using industrial distributors?
They can perform needed selling activities in local markets at a relatively low cost.
Which of the following statements about restricted sales territories is not true?
They restrict the amount of competing products available in an area.
Viral marketing is an attempt to incite publicity and public excitement surrounding a product through a creative event.
false
Jessica invites a sales representative from The Pampered Chef, a company that sells kitchen tools, to her home. The representative brings sample products and makes a sales presentation to Jessica and 10 of her friends. Once the presentation is over, the representative takes orders from Jessica and the guests. This is an example of
a party plan.
CoverGirl created a display rack to feature its new line of cosmetics in the store. This is an example of
a point-of-purchase material
A regional sporting goods retailer has hired an advertising agency. Most of the compensation received by the advertising agency is through
a 15% commission received from the media from which it purchased the advertising
When shopping at Costco, customers are offered small portions of various food items to taste in the hope of enticing buyers to make a purchase. This is an example of
a free sample
During the evaluation of one of his salespeople, Kurt determines that Isaac's average sales per customer is lower than that of other salespeople on staff. At their performance review, Kurt will most likely
adjust the motivational methods used for Isaac
Leo is working on finalizing the promotion plan for his company's line of air fresheners. They plan on using a nonpersonal communication method that will use a mass medium for transmission to the target audience. Leo's company is using _____ as its promotion method.
advertising
One of the problems associated with _____ is that it is often difficult to measure its effect on sales.
advertising
If Betty Crocker stated, "We want our advertising to increase customer awareness of our new flavors of cake mix by 25 percent in the next six months," this would be an example of a(n)
advertising objective
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
Dana works for Starbucks in their advertising department. She has been asked to determine the basic selling points that should be included in the new advertisements for Starbucks. She is creating the
advertising platform
Kellogg's ran an advertising campaign asking customers to "Share Your Breakfast" in order to raise money to provide free breakfasts to children in need. This was an example of
advocacy advertising
Dan is the president of a small firm that builds office furniture. His company is still fairly small and has not hired a sales staff yet. Dan's firm likely is using _____ to maintain contact with the companies that buy its furniture.
agents
FedEx provides overnight shipping of packages across the United States. If a customer in San Francisco wants a package to be delivered to Atlanta the following morning, speed is very important and the customer is willing to pay a higher price for the speed. FedEx would most likely use _____ for transporting the overnight package from San Francisco to Atlanta.
airplanes ( the cost associated with this mode is also very high)
Promotions help consumers because they
allow customers to make more intelligent buying decisions
The primary difference between a manufacturers' agent and an industrial distributor is that
an agent does not take title of a product, but a distributor does take title
Kellogg's uses a promotional program that incorporates both pull and push policies. Kellogg's will most likely use _____ for the push policy and _____ for the pull policy.
an allowance to retailers for promoting the cereals; advertisements to the customer
Anna works in insurance sales and has looked over one of her prospect's account and credit history. She has determined the type of insurance the prospect needs and put together a sales presentation that will communicate specifically to the prospect. Anna is ready for the _____ step of the personal selling process.
approach
Creating a favorable impression and developing rapport with prospective customers is a critical part of the ____ step of personal selling.
approach
At a budgeting meeting, Erik Burns, CFO of Mancuso Supplies, is discussing the budget for the upcoming year. He takes a look at the current year's numbers and decides that next year's advertising budget will be $50,000 more than this year's budget. Based on this information, Burns is most likely using the _____ approach to advertising appropriation.
arbitrary
When considering the best channel to use, the following are true about smaller firms, except that they
are likely to have a large number of distribution centers.
Larry runs an upscale tanning salon targeting consumers who wish to tan in a luxurious environment. He is working hard to make sure the salon is appealing to his customers. He has installed marble countertops and floors and has gold-plated accents throughout the salon. He has adjusted the music and lighting and uses scented candles that all help add to the luxurious feeling. He believes these changes will make his customers return more frequently. Larry has been focusing on
atmospherics.
While at the mall, Adrienne decides to buy a new MP3 player. She purchases one using a credit card. The transaction takes place at a machine and involves no contact with a person. This transaction most likely used
automatic vending.
When a firm has an inventory stockout, it can result in
brand switching among customers
To advertise her dental practice, Lauren is planning on using the radio. She is looking over the copy for her ad and knows that in order to keep listeners' attention, it needs to
be informal and conversational.
Beth works for the marketing department of a ski resort and is developing a new magazine ad for the resort. The ad has a phrase designed to attract readers' attention, an additional phrase that explains the main phrase, an image featuring the resort, and the name and trademark of the resort. What other important element should be included?
body copy
Jamie works in the insurance industry and has expertise in different types of insurance. She is not affiliated with any insurance company, but helps bring together individuals with the insurance company and policy that is right for them. Jamie is a
broker
Ryan has been a florist for years and considers himself to be an expert in how florists and flower growers exchange their products. He wants to start a new business as an intermediary that can help growers find florists to sell their flowers. He does not want to represent either party and also does not want to take ownership of any of the product. He simply wants to bring the flower growers and florists together. He will be a
broker
In its commercials, the mattress company Sealy focuses on the comfort and quality of its brand of mattress. This advertisement is best described as being designed to
build selective demand
If after offering a cents-off offer to consumers, DiGiorno Pizza offers its retailers a sum of money for each pizza the retailer purchases. This would be an example of a
buy-back allowance
Xavier is a purchasing agent for the Kroger grocery chain. He is currently negotiating with Kellogg's to receive a temporary price reduction based on the volume of cereal he is purchasing. This is an example of a
buying allowance
At the end of each day, Deshawn submits a _____ to his sales manager that identifies the customers called on and provides detailed information about interactions with those clients.
call report
horizontal channel integration
can be done by merging two retailers.
Which of the following products will most likely use the longest distribution channel?
canned vegetables
Large manufacturers such as Procter & Gamble are typically able to have control over how their products are promoted and sold in different retail outlets. Due to this control, Procter & Gamble is likely a channel
captain
The city of Boulder, Colorado, has built a new park that features the largest playground in the state. The city decides to send an image of the park with a description of the playground to news organizations throughout Colorado using the _____ public relations tool.
captioned photograph
Many small restaurants visit Costco to purchase supplies for their food and operating items. While Costco is a retailer, it combines retailing with _____ functions, allowing small businesses that are able to supply their own transportation the ability to pay for and take their products immediately.
cash-and-carry wholesaler
Which of the following is a limited-service wholesaler?
cash-and-carry wholesaler
Welty Popcorn is a manufacturer of gourmet popcorn that is sold in small, independent retailers rather than large retail chains. Most wholesalers do not want to carry Welty Popcorn because their customers are all small retailers. Welty most likely deals with
cash-and-carry wholesalers.
Beremand Limited sends out paper copies of a listing of its products. Customers can then look through the listing and place orders online, through mail, or by calling a toll-free number. Beremand Limited is primarily a
catalog marketer
You represent a group of investors who are exploring alternatives for entering the retailing business. Many of these investors have significant past experience working for other retailing companies and they realize the retailing business is very competitive. They also realize there is a high failure rate for startups in this industry. They ask you to recommend a retailing strategy that would meet the following criteria: No storefront would be needed No personal selling would be needed No traditional store operating expenses are necessary Customers can place orders via the Internet, telephone, or mail Low operating expenses and limited customer service required Which of the following retailing strategies are you going to recommend they use?
catalog marketing
A(n) ____ is a very large specialty store that competes on the basis of lower prices and enormous product availability.
category killer
Isabella works at a discount store and is coordinating her store's supply chain. She has a system that collects information on sales demand and on consumer behavior. The system then determines optimal product allocations for her store's shelves between competitors for each type of product. Isabella is working on
category management
When a supermarket allocates space for different competing products on a shelf, it is engaging in
category management.
Dwight is looking for new potential clients. He has decided to find potential clients through the use of a phone book and he will call them without prior consent, which is known as the _____ method.
cold canvass
Summer works as a sales associate at a jewelry store where she is paid a fixed amount per hour plus an additional amount based on her amount of sales. She is on a _____ compensation plan.
combination
Meade Farms wants to hire an intermediary to help with the distribution of the yield from its farms. It wants someone that will take possession of the harvested crops, store them, and sell them at an auction. Meade Farms is willing to give the distributor a percentage of what it raises from selling the crops. It should most likely hire a
commission merchant
Zac works in the agriculture industry, dealing with farmers. He takes possession of crops such as corn or soybeans, arranges for them to be stored, and then takes them to be sold at auctions. For his work, he receives a percentage of what the crops are sold for. He is a
commission merchant.
If an advertising campaign is aimed at making customers' attitudes toward a brand more favorable, this means that the advertising objective have been stated in terms of
communication
ClearView Windows sends out postcards containing an advertisement and a coupon to potential residential customers. This is part of the _____ component of the communication process
communication channel
In order to increase sales of its fishing poles, Corinthian Fishing Supplies launched a social media campaign. After the campaign ended, Corinthian learned through marketing research that most of its target market is not active on social media and instead visit fishing websites. The promotion program suffered from an error in the selection of
communication channel
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
A minor league baseball team communicates to its target market by advertising on local television and radio stations, in local newspapers, on its own website, through postings on social media, and on banner ads. These vehicles through which the baseball team transmits its coded messages to potential customers are called
communication channels
The Internet, mobile apps, and billboards are all considered
communication channels
Ford is planning on sending out news releases about its new car models and is interested in finding out whether potential consumers will understand the content of the news stories they may see about the new cars. To do so, they should conduct a
communications audit
Dennis enjoys going to a shopping center about 10 miles from his house. It has two department stores, a JC Penney and a Dillard's, a convenience store, and some specialty stores. This weekend, he is excited to go see the RV show that is taking place in the center's parking lot. This shopping center is most likely a _____ shopping center.
community
Last summer, Colonial Gardens Center had a fine arts fair where artists were invited to sell their work in booths located throughout the center. This helped draw in traffic to the two department stores and various specialty stores located at Colonial Gardens. Colonial Gardens Center is most likely a
community shopping center.
A private warehouse is a
company-operated facility for storing and shipping products.
Fast-food companies will often compare their French fries to their competitors' fries. Mentioning the competitor's name, they will say that their fries scored better in taste tests. This type of advertising is best described as
comparative.
Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called
competitive
Turner Furniture, Inc., advertises the quality of its furniture in its commercials. The Comfy Couch Company wants to counter those ads with its own ads discussing the quality of its products. Which of the following types of advertising would the Comfy Couch Company most likely use?
competitive
Felix goes to McDonald's, where he collects Monopoly real estate pieces that are available on cups and fries. As he collects the pieces, he can win cash and prizes. This is an example of a
customer game
Tobias does not like making cold calls on businesses to find potential customers. He has many satisfied customers and would much rather use one of the best ways to find new prospects, which is why he uses
customer referrals
All members of the supply chain should determine their position in the chain, identify their partners and their roles, and establish partnerships whose focus is ________.
customer relationships.
Jackie works for a custom bicycle manufacturer and is analyzing the order fulfillment process. She wants to shorten the time between receiving an order online and having the order picked up by UPS while maintaining customer service and cost. Jackie is focusing on improving her company's _____ as a way of increasing customer satisfaction.
cycle time
As Lynn is working on writing the text that will be incorporated into a new magazine ad for her company's line of handbags, she is engaging in the _____ stage of the communication process.
encoding
In the ____, concepts and ideas are converted into signs or symbols by the source.
encoding process
Team selling involves building mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time.
false
If Kellogg's is forcing its retailers to place its cereals in prime locations on the shelves so that customers can see them easier than the competition, it would be
demonstrating channel power
A commercial for SodaStream announces that the sparkling water makers are available at Bed Bath & Beyond and Target. This is a form of sales promotion called
dealer listing
A commercial for a piece of exercise equipment says that customers can become fit like the models in the commercial if they use the equipment but does not disclose that the models were already in this shape before using the equipment. This could be considered _____ advertising.
deceptive
Clayton's is a large retail store that has distinct areas for housewares, appliances, men's apparel, women's apparel, cosmetics, and jewelry. It offers personal assistance with shopping, merchandise returns, delivery options, and a pleasant atmosphere. Clayton's is most likely an example of a
department store
You are a senior analyst in the sales and finance group at an auto parts company. Your boss has asked you to complete a project that examines the following: The sales potential for several different census tracts Customer density and distribution in the different census tracts Based on the information you are collecting, what element of sales force management is your boss focused on?
determining sales territories
You and your marketing team are in a meeting discussing whether you should use television or Internet advertising to promote a new product your firm will launch later this year. You are analyzing the advantages and disadvantages of each. Which of the following steps in the advertising campaign development process are you performing?
developing the media plan
Sonia is planning a trip to Belize. She is looking for places to stay through the online rental service Airbnb. After comparing many different places, she decides on where she wants to stay and books her lodging. Airbnb is able to use ____________________ that allows distribution and ____________________ to occur simultaneously.
digital distribution, consumption
An advertiser that wanted to use a medium that is highly selective, personal, and provided few distractions would likely select
direct mail
In choosing an advertising medium for her travel agency's advertising campaign, Marissa is avoiding media that have low or limited ability to reproduce high-quality images of multiple vacation destinations. Based on this information, Marissa will most likely choose which of the following media?
direct mail
Rosie and John both are buying textbooks for the class. Rosie prefers the online option and purchases her copy of the textbook from the publisher's Web site. John likes the feel of the book in his hands and buys a print copy from his college bookstore. Rosie is purchasing her book through_____, while John is purchasing his through _____.
direct marketing channel; RETAILER
Companies such as Avon and Amway choose to market their products to ultimate consumers. They use face-to-face sales presentations either at home or at work. This strategy is referred to as
direct selling
Advo Systems is an organization that mails product brochures and coupons to potential consumers who can then purchase these products by mail or by phone. Advo Systems illustrates which of the following methods of selling retail products?
direct-response marketing
Hannah is reading through one of her favorite magazines. She notices an ad for a complete set of mint-condition state quarters. To order the coins, she would have to dial a toll-free number or mail in a form printed on the ad. This is an example of
direct-response marketing.
Script to Screen is an agency that produces television infomercials. When potential consumers view the infomercial, they can purchase the product by phone, mail, or online. Script to Screen is an example of a company engaging in
direct-response marketing.
KidRead is developing a way to increase the number of subscribers to its children's book subscription service using direct marketing. It has narrowed down the options to _____ in which it would mail out postcards advertising the service and having new customers place mail, telephone, or online orders or _____ in which it would call potential subscribers to sell them the service over the phone.
direct-response marketing; telemarketing
Brookdale is a regional self-service store that sells name-brand and private-brand clothing, home goods, and electronics at low prices. Brookdale is an example of a
discount store
Cash and Carry is a store that carries food, clothing, and household goods at lower price margins than other nearby stores. There is little service provided and customers have to bag their own purchases. Cash and Carry is most likely an example of a(an) ____________.
discount store
Target is a self-service store that sells general merchandise. It is a
discount store
Which type of store offers a wide assortment of products, has high inventory turnover, and operates with low margins and high sales volume?
discount store
In recent years, Target has become more upscale in its appearance and offerings, charging slightly higher prices for products. It has also introduced low-cost clothing lines by designer labels. These changes have blurred the line between
discount stores and department stores
Which of the following is least likely to be considered when deciding on a retailer's location?
distance from corporate headquarters
A medical supply wholesaler has seen growth in its business recently and has decided to open a new facility designed for moving the products being sold. It will combine shipments received from manufacturers and ship them to medical facilities almost immediately. This new facility would be best classified as which of the following?
distribution center
Mark Bradley's company takes orders from its collection of retail customers and arranges the shipment of goods directly from manufacturers or other wholesalers to its customers' businesses. Mark is operating as a
drop shipper
Clifton Medical Supplies has hired a wholesaler to sell its medical products to business customers. Although the wholesaler never physically possesses the products, it takes ownership of them and is responsible if the products do not sell. The wholesaler sells the product and then makes arrangements for Clifton to ship the products directly to the businesses. The wholesaler is a
drop shipper.
Gap allows shoppers to buy its clothing through its stores or through its Web site gap.com. This is an example of
dual distribution
The Gap sells its clothing through its company-owned stores and through its own website. The Gap uses _____ as a channel strategy.
dual distribution
When dealing with large grocery stores, Nestle sells its Gerber baby foods directly to retailers. For smaller grocery stores, however, Gerber baby food is sold to wholesalers who in turn sell it to the stores. Nestle is using
dual distribution
George, a car salesman, asks customers whether they have had any issues with their new car
during the follow-up
Companies have been using computer technology to integrate order processing with production, inventory, accounting, and transportation in a system referred to as
electronic data interchange.
You work for a company that has just launched a new line of juice drinks. Customers are aware of the product, but have not decided to purchase your company's brand of juice. You decide to give out free samples in grocery stores in an attempt to
encourage product trial
If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion __________.
encourages materialism
Various food products for sale at Costco are offered as small portions for consumers to taste while shopping in the store. These efforts have a primary promotional objective of
encouraging product trial
Pnina Tornai is a wedding dress designer targeting upscale brides. Her wedding dresses have been worn by celebrities and featured in television programs. Which form of distribution would Pnina Tornai most likely use for her wedding gowns?
exclusive
An arrangement where a producer forbids an intermediary to carry products made by competing manufacturers is called
exclusive dealing
JD's Diner offers Coca-Cola products to its customers. They have an agreement with Coca-Cola that they are not allowed to carry products from PepsiCo or any other competitor. Coca-Cola is engaging in which of the following channel management practices?
exclusive dealing
An advantage of the arbitrary approach for determining the advertising appropriation is that it is
expedient
The effectiveness of a public relations program is usually measured in terms of sales.
false
By locating in the same general vicinity as other car dealerships, Hartfield Honda can ________.
facilitate comparison shopping
Pat and Taylor want to furnish their apartment with new furniture. They decide to go to an area where there are several furniture stores close to each other. They chose this area because having several stores together helps
facilitate comparison shopping
A restaurant chain recently had several customers become sick after eating at one of their locations. In order to lessen the negative effects of the event, the restaurant should most likely
facilitate news coverage of the event.
When Birds Eye introduced its Steamfresh line of microwaveable frozen vegetables, it likely gave incentives to grocery stores to purchase the product. This effort was primarily designed to
facilitate reseller support
When Kroger mails out a circular that advertises its upcoming sales, the cost of the circular is partially paid for by manufacturers that are included in the advertisements. The manufacturers are helping pay for the advertising expenses as a way to
facilitate reseller support
What type of shopping centers would be located outside of metropolitan areas and feature stores owned by manufacturers selling upscale products from last season?
factory outlet malls
Direct selling is a type of specialty retailing.
false
Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts.
false
If a pull policy is used in promoting a product, the producer promotes the product only to the next marketing institution down the channel.
false
Institutional advertising and promotional advertising are the two basic categories of product advertising.
false
It is not unusual for one salesperson to perform multiple functions in the sales structure.
false
Kmart is an example of an extreme-value store.
false
Merchandise allowances are generally used in conjunction with high-volume, low-profit items.
false
Product placement is illegal in all countries outside of the United States.
false
Richland Technologies produces smartphone accessories. In order to have enough capital to manufacture its latest batch of accessories, Richland Technologies secured a loan with its inventory as collateral. Instead of moving the collateral to a warehouse, the bank making the loan hired a company to set up a _____ to provide security over the collateral at Richland Technologies' facility.
field public warehouse
Advertising that encourages customers to send in reply cards for additional information aids salespeople in achieving which goal of personal selling?
finding prospects
Microsoft decided on an advertising campaign for its new tablet launched in October. The company would air commercials on TV for several weeks for the launch and then not have any commercials for four weeks. It would then run more commercials again in December for three weeks. Microsoft is using a _____ schedule for its advertising.
flighting
By using Johnson Wholesale Co. for its distribution needs, the Apex Production has a distinct competitive advantage because the services performed by Johnson allow Apex to
focus on producing products that meet consumers' needs
Personal selling goals typically include finding prospects, determining their needs, persuading prospects to buy, and
following up on the sale
Aaron has been running a successful food truck that sells gourmet grilled cheese sandwiches and macaroni and cheese. He has been thinking of expansion and approached by people who would like to open up a similar food truck using the same name and business model that he uses. The situation here would be best suited to
franchising
Colin brags to his friend Reid that his new bike shop has lots of parking and great visibility from Harper Avenue, and his nearest business neighbors are several hundred feet away. Colin has selected a ____ site for his retail business.
free-standing
A firm that consolidates shipments from many smaller firms into efficient lot sizes is known as a
freight forwarder.
The number of times target customers are exposed to an advertisement is referred to as
frequency
The media planners for Dr. Pepper are launching a new advertising campaign. As part of their media plan, they want to expose their target market to its new advertisement about five times each. This is their advertisement's
frequency.
Every time customers visit Dave's Sandwich Shoppe, they swipe a card through a scanner that allows them to earn points for discounts on future purchases. This is an example of a
frequent-user incentive
A grocery store is using a wholesaler that provides a variety of nonprescription medicines for its pharmacy section. If the wholesaler is providing financing to the grocery store, assisting with promotional materials, and streamlining coupon redemption, then the wholesaler is most likely a
full-service wholesaler.
If a retailer needs help with document management, communication management, and the distribution of retailer flyers, it would most likely hire a
full-service wholesaler.
Department stores, convenience stores, and warehouse clubs can all be classified as
general-merchandise stores.
Gino's Italian Restaurant is an upscale restaurant. The management is updating the atmosphere of the restaurant to relax the customers and have them indulge in multiple courses. To do so, it is repainting the interior _____, which is known to be calming and associated with wellness, and playing _____ music, which has been shown to encourage customers to stay longer in restaurants.
green; soft classical
Josh works in the marketing department for an airline and is reviewing the copy for an online ad. He is worried that nobody will read the entire advertisement, which includes the details of their improved frequent flyer program. In order for the ad to have the greatest impact, he is focusing his effort on the
headline
The Mayo Clinic airs commercials that explain how caring and friendly its doctors and staff are as well as how exceptional the quality of the service provided by the clinic is. This type of promotion is best described as
institutional advertising
Which of the following is not one of the disadvantages of using advertising as a promotion method?
high cost per person reached
When Disney merged with Pixar, the merger gave Disney the ability to produce animated films more efficiently. This is an example of
horizontal channel integration
Hans can spend hours at his local Carrefour. He will shop for household items and clothing, paying lower prices than at other stores. If he needs to, he can also get his eyeglasses, make deposits at a branch of his bank, and eat lunch at a fast food restaurant. Carrefour is a
hypermarket.
A car dealership airs a television ad in which it tells customers to visit their website to sign up for special offers. This ad has the primary objective of
identifying prospects
A contractor who specializes in upgrading kitchens has a table set up at the county fair where he offers people a free estimate in exchange for their contact information. This promotional effort is directed at
identifying prospects
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
Online advertisements that ask for people to submit their name and e-mail address help salespeople achieve which goal of personal selling?
identifying prospects
Promotions can lead to increased prices
if they do not stimulate demand
_____ are photographs, drawings, graphs, charts, and tables that draw attention, encourage audiences to read or listen to the copy, communicate an idea quickly, or convey ideas that are difficult to express.
illustrations
In recent years the proportion of promotional dollars spent on sales promotion has
increased relative to advertising.
Grainger is an industrial supply company selling equipment from manufacturers and selling the equipment to manufacturing companies. Grainger takes title and carries inventory of the products it sells. Grainger is an example of a(n)
industrial distributer
Effective management of integrated marketing communications is based upon ___________.
information about customers
Angela works for QVC, a home shopping channel. As part of her job, she answers the phone calls from customers who wish to place an order for something they have seen on TV. Angela is best classified as a(n)
inside order taker
Landon has a part-time job as a salesperson for JC Penney, a retail department store. Landon's job is best classified as a(n)
inside order taker
Isabelle and George both work in sales at John Deere. Isabelle's main job is to take orders, follow up on deliveries to make sure they were shipped on time, and provide some basic technical services. She mainly deals with current customers, although sometimes she will receive calls from potential customers interested in learning more about the firm's products. George, on the other hand, actively seeks new potential clients. He is constantly attending events to solicit new clients and he makes sales calls to potential clients to discuss John Deere's product offerings. Like Isabelle he also takes orders for equipment. Isabelle is most likely a(n) ______________ salesperson, while George is most likely a(n) ____________ salesperson
inside; outside
SC Johnson airs television ads that highlight the qualities of the company rather than promote specific brands. These ads would best be described as _____ advertising.
institutional
Select Comfort, a producer of adjustable air mattresses, sells its products through retail chains, direct mail sales, and on its website. This is an example of _
multi channel distribution
Your company's CEO believes that the company's image is important and wants to create a favorable view of the company. She wants you to develop advertisements that focus on the company as a whole rather than the individual brands your company sells. What type of advertising campaign should you use to meet her expectations?
institutional advertising
Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack ___________.
integrated marketing communications
In an effort to practice _____, Gammons International is hiring an external marketing company to handle its marketing efforts. These efforts will include advertising, public relations, and sales promotions.
integrated marketing communications
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
integrated marketing communications
Sales are most likely to have a direct relationship to product availability for products that use ____ distribution.
intensive
When Coke Zero Sugar was added to the line of Coca-Cola products, it most likely was introduced using _____ distribution.
intensive
Courtney is a transportation coordinator for Nike. She has a large shipment of shoes arriving from plants in Asia and plans on using waterways, railroads, and trucks to transport the containers. Using these different transportation methods will allow Nike to take advantage of the benefits offered by each type of carrier. Using different types of carrier is referred to as
intermodal transportation
The use of advertising to create awareness for a product is most likely to occur in which stage of the product life cycle?
introduction
Sam is meeting with a purchasing agent about an order for his company's forklifts. As he is describing the features of the newest version, the purchasing agent nods her head to signal that she understands the features. Sam does not notice the ____ communication the purchasing agent is sending and goes into more detail about the new features.
kinesic
Victor knows that if he decides to buy a franchise, he will most likely have to supply _________.
labor and daily operations
During which stage of the product life cycle is reminder advertising most appropriate?
maturity
JanSport offers a line of backpacks in a variety of styles and sizes. The company needs to make sure that it has an adequate assortment of backpacks available to meet customer demand as part of the ____ stage of physical distribution.
inventory management
Lindsay is an exercise equipment salesperson. When making a sales presentation, she realizes that _____ would be most beneficial in keeping the potential customer's attention and enhancing the presentation.
inviting the prospect to use the equipment
An advertisement is more likely to be unintentionally deceptive if it
is directed at children
Alicia is a product manager for a computer manufacturer and has decided to improve their inventory management. She is working with suppliers to wait to purchase materials just right before they are needed in production so that she can keep the levels of inventory low. She is suggesting a(n) ____ approach.
just in time
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 use of a push policy may require heavy expenditures for
personal selling
Business consumers frequently buy _____, while consumers typically buy _____.
large quantities; limited quantities
Ross is putting together an Internet advertisement. He has the headline and copy he needs, but he is having problems arranging it all in the advertisement. This is a problem designing the
layout
When someone designing an advertisement arranges the illustration, headline, body copy, and signature in the ad, this arrangement is referred to as the
layout
Netflix, the production company behind the television show Stranger Things, made several marketing mix decisions that were related to distribution. All of the following are distribution decisions, except
leasing a billboard in Times Square to feature the stars of the show.
The Grove is an open-air shopping center that has upscale specialty stores, nice restaurants, and a movie theater. It is designed to encourage customer loyalty by looking like a "mini-city" with streets, benches, and a small park. The Grove is most likely a _____ shopping center.
lifestyle
Kaitlynn is debating opening a Jimmy John's Gourmet Sandwiches franchise. As she is looking over the information, the major advantage that she sees for opening a franchise is
limited capital required to open a franchise.
Kroger is planning to open a new suburban grocery store. Management is currently evaluating how easy it will be to get deliveries at different sites, leasing terms of sites, and compatibility with potential neighboring stores. Kroger is evaluating a new store's
location
Pierre runs a grocery store and is working with his suppliers in the planning and implementation of the flow of products from the manufacturer to his store. The goal is to make the transportation and storage of products more efficient and effective. He is engaging in _____ management.
logistics
For which of the following products is exclusive distribution most appropriate?
luxury cars
Taylor Fence Company manufactures fencing popular for farms and large fields. It sells them in retail locations exclusively through wholesalers. It has been unable to find a wholesaler willing to sell the fencing to retailers in remote areas because the wholesalers do not find them to be profitable. Taylor Fence should consider using a _____ to reach these retail customers.
mail-order wholesaler
The best advice for recruiting and selecting salespeople for one's organization would be
make recruitment a continuous activity aimed at seeking out the best applicants
Place utility is best described as
making the product available in locations where customers wish to purchase it
Ridgeland Designs is a small manufacturer of novelty t-shirts and is trying to decide on an intermediary to help get the t-shirts to retailers. The owner does not want the intermediary to take title of the t-shirts, but wants someone to represent the company in negotiating with retailers. More importantly, the owner wants to retain control over the pricing and promotion of the t-shirts to retailers. Ridgeland Design would most likely be looking for a
manufacturer's agent.
Because Gem Supply's sales have continued to decline, the jewelry manufacturer has found that the costs associated with maintaining its own five-person sales force are prohibitive. The firm's marketing director begins to look for a small company or individual willing to perform the sales function for Gem Supply in its least productive region, the Far West. The ideal entity would carry complementary but non-competing lines. Such a firm or individual would be classified as a ___________.
manufacturers' agent
Mike's Bikes has expanded sales of its bicycles throughout most of the United States. As it finishes its expansion, it wants to find an intermediary to handle its sales functions in the new territory west of the Rocky Mountains. This intermediary would be restricted to that territory and Mike's Bikes would retain control over pricing and other marketing decisions. Mike's Bikes should hire a
manufacturers' agent
Product managers for Green Giant are meeting to discuss ways so that they can improve the packaging of their frozen foods to reduce damage and make loading and transportation more efficient. This is an attempt to improve
materials handling.
After developing the budget for advertising the Kia Soul automobile, marketing managers at Kia then determined what proportion of that budget would be spent on television, radio, and magazine advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) ____ plan.
media
Greg is the marketing manager at Snyder School Supplies. The company has just set the advertising budget for the coming year and Greg is tasked with determining what portion of the budget is going to be spent on television, radio, and magazine advertisements as part of developing a(n) _____ plan.
media
As Butterball plans its advertising campaign leading to Thanksgiving, it will need to remember that its desire to include images of its food will have an effect on its choice of advertising
medium.
Freight transportation companies that have the ability to transport products in many different ways including ships, rails, trucks, and air service are known as
megacarriers
Target sets up a special display in its stores featuring Brawny paper towels. Because they have set up this display, Brawny agrees to provide a _____ to Target.
merchandise allowance
Johnson Produce is a company that is an intermediary that works to get the produce section in grocery stores stocked with fruits and vegetables. Because of the perishability of food items, Johnson Produce does not take title over any of the produce moving from farmers to grocery stores. That means Johnson Produce cannot be which of the following?
merchant wholesaler
Tri-County Supply is a wholesaler that works in the home construction industry, providing building supplies such as doors, windows, gutters, and other components used in home construction. Tri-County Supply takes ownership of the components, which means that it assumes the risk associated with the products if it is unable to sell them to home builders. Tri-County Supply is a
merchant wholesaler.
Isabella is using a scheduling system to plan her sales calls for the coming week. The system's main goal is to _____ when routing and scheduling sales representatives.
minimize nonselling time
Daphne King of Cleborn Pharmaceuticals tells a sales management class at the state university that her job is to call on doctors and explain the benefits of new prescription drugs that her firm develops. Daphne would call herself a(n) _____________.
missionary salesperson
Zach works for a pharmaceutical company and spends most of his days visiting various doctors, pharmacists, and hospitals. He promotes his company's products by speaking with the doctors and pharmacists and leaving samples for them to give to their patients. Zach would most likely be referred to as a(n)
missionary salesperson
Ryan and Megan sell printing solutions for the same company. Their target customers are small businesses with low printing volume. Their sales territories have the same sales potential, but Megan's territory covers the Atlanta metropolitan area while Ryan's territory is much larger and covers the rest of Georgia. As a result of the difference in size between the two territories, Ryan
must work harder and longer to generate the same sales volume as Megan
Deborah is opening a second-hand clothing store in a shopping center that has other small specialty stores, a convenience store, and a fast-food restaurant. The center primarily attracts customers who live within a couple miles of the stores. Deborah's store is most likely in a _____ shopping center.
neighborhood
What type of shopping center usually consists of several small convenience and specialty stores?
neighborhood
Lauren works for the public relations department for Burger King. She wrote up one page of copy about a new type of burger being offered in the restaurant and submitted it to national news services. This is an example of a
new realease
Dee works as an insurance salesperson and spends most of his time locating prospects and converting them into buyers. Dee's job function is best described as
new-business sales
The public relations department at Lowe's Home Improvement submits one page of typewritten copy to national newspapers and news web sites to announce its one-day, nationwide clean-up-local-parks event. This is an example of a __________.
news release
When a company is attempting to create publicity for a new product they are launching, which of the following tools is the company most likely to use?
news release
Carlos is listening to the radio while driving with his kids in the back seat. During the commercial break, one of the children repeatedly asks Carlos if they have arrived at their destination. The child's questions would be considered _____ in the communication process.
noise
While watching a television commercial, Chloe receives a text message from her friend and responds immediately. This is an example of _____ in the communication process.
noise
Brett is evaluating how consumers buy his company's products. He is thinking of adding various types of _____ retailing such as publishing a catalog, hiring telemarketers, and online shopping.
nonstore
George works for a tire manufacturer that has recently developed a new method of manufacturing their tires that makes the tires 3% darker than previous editions. Even though George is responsible for publicity of new products, he decides not to issue a news release since it would likely be rejected by the news media for
not being newsworthy
Ben & Jerry's is launching a new flavor of ice cream that they plan on supporting using advertising. In setting the budget using the _____ approach, their marketing team decided they wanted to have product awareness of the new flavor at 25% of existing Ben & Jerry customers and then determined how much it would cost to reach that goal.
objective-and-task
Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the ____ approach.
objective-and-task
Sell-Net is a small local company that provides assistance to people who are trying to sell their belongings online. To create and implement their advertising campaign, it is most likely that Sell-Net will use
one or two employees
Which of the following types of retailer has put the most pressure on category killers?
online retailer
Lindsay visits jcrew.com on the Internet and orders a sweater. This is an example of
online retailing.
David is reviewing proposals from different shipping companies to see whether he can improve _____ of his company's products.
order delivery
Lisa's position requires that she increase sales of her company's products. She finds ways to get existing customers to repurchase and finds new customers for her company's products. Lisa would best be described as a(n)
order getter
Precision Equipment is updating the way it ships its products. Specifically, it is improving _____ by adding electronic ordering to its system, adding automated machines to move items in the warehouse, and partnering with UPS to ensure priority shipping with the carrier.
order processing
Taco Bell developed a smartphone app that allows customers to place orders by their phones rather than by speaking to an employee at the store. Customers can choose whether to pick up their food in the drive-thru lane or inside the restaurant. The app has given Taco Bell the opportunity to improve its
order processing
Becky has started a company selling homemade cookies online. As the company has grown, Becky has decided to hire a third party to handle her physical distribution tasks so that she can focus on serving existing customers and attracting new ones. She has been using _____ for physical distribution of the cookies.
outsourcing
Kleine Industrial Products has been in a prolonged period of declining sales. The company's marketing director is concerned that the declining sales has reduced the advertising budget, which has perpetuated the decline. Based on this information, Kleine Industrial Products most likely uses the _____ approach to determine its advertising appropriation.
percent-of-sales
Proxemic communication is an element of which form of promotion method?
personal selling
Tiffany is planning a promotion plan for Owens Corning, which manufactures fiberglass insulation. Her company is trying to promote the insulation to home builders to use in the building of new residential homes. She is most likely to recommend _____ because it allows marketers to adjust their message to improve communication. One downside is that it costs _____ than advertising to reach one customer.
personal selling; more
Michael is planning a promotional program for AirFam. AirFam is a supplier of new energy-saving engines used to produce air conditioners. His company needs to promote these engines to manufacturers of air conditioners, so he is most likely to use ___, because it provides immediate feedback. The disadvantage is that it is _____ than advertising to reach one customer.
personal selling; most costly
Word-of-mouth communications are most effective for _______________ products.
personal services
Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a bicycler has fallen and has a head injury. The technology then releases an audible signal that will help others know that there is an injury that needs treatment. This is considered to be a new product that is in the introduction stage of the product life cycle. Which type of promotion should Rob focus on?
pioneer
Tony is on the marketing team for a new line of self-heating soups designed for mountain climbers. The soups come in a convenient pouch that hooks on to a mountain climber's gear and collapses for easy storage when empty. The product is considered a new product in the introductory stage of the product life cycle. What type of promotion should the marketing team focus on?
pioneer
The online streaming music service Spotify produces an advertisement in which a person is listening to music streaming over the Internet. She says that she enjoys the convenience of listening to music without needing to worry about her personal music library and the ability to create custom playlists on Spotify. The element of the commercial where the person discusses the convenience of an online streaming music service would best be classified as _____, while the focus on the custom playlists available in Spotify is best classified as _____.
pioneer advertising; competitive advertising
When tablet computers were first introduced to the market, which of the following would have been the logical choice for promotion?
pioneer promotion
When flat-screen televisions were first introduced, manufacturers tried to increase customer awareness of the new product by using _____ to build _____.
pioneer promotion; primary demand
The strategic location of products or product promotions within entertainment media content to reach the product's target market is known as product
placement
From early September through the beginning of November, several stores selling Halloween costumes and supplies open. These stores cut down on rental costs compared to stores that are open year-round and are called
pop-up stores.
Government officials and consumer groups suggest products that ______ should not be promoted.
potentially have harmful effects
Before she calls potential clients for the accounting firm she works for, Joy is identifying key decision makers at each company, contacting other clients for information about them, and identifying needs of each company. This process is called
preapproach
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
Randy Whitacre of Randy's Hardware is talking to one of his employees about a salesperson that had stopped by earlier in the day. Randy thought the salesperson had done a bad job with _____ because he had no idea what specific products Randy's Hardware sold or what the store's needs were.
preapproach
Chris has finished going through marriage announcements in the local newspaper to find potential customers of her wedding photography business. She has also evaluated them based on their ability and willingness to buy her services. She realizes that the next step in the personal selling business is to
preapproach.
If Marathon Petroleum developed a new plant-based alternative to fossil fuels, the best way to announce this to the public and get wide media coverage would most likely be through a(n)
press conference
To announce a new drug-testing policy, Major League Baseball decides it needs to get wide media coverage, so it holds a(n) _____ and invites media personnel.
press conference
To announce its development of a solid fuel titanium rocket for the U.S. missile defense system, Unijet management feels it needs to get wide media coverage. Under these circumstances, which of the following would be its best alternative?
press conference
Nutri-Grain used a group of consumers to evaluate their new print advertisements. They asked the consumers their opinions of the ads before they launched the campaign. This is an example of a(n)
pretest
The National Cattlemen's Beef Association tries to generate _____ by airing advertisements with the slogan "Beef: It's What's for Dinner."
primary demand
Brandon works for Redwood Enterprises in Washington State. As the furniture company expands beyond the Pacific Northwest, Brandon has been asked to find a warehouse to lease in California to serve the company's new markets. This warehouse will be a _____ and will only store furniture manufactured by Redwood Enterprises to be distributed in California and the Southwestern United States
private warehouse
Mercury Toy Store has two types of warehouses that it uses. The first is a _____ that it operates and uses exclusively to store inventory year-round. In the months leading up to Christmas, when the company knows the demand for toys will increase, it gets a short-term lease on a _____ that helps it store the excess inventory it will need during the Christmas shopping season.
private warehouse; public warehouse
Kraft sells its macaroni and cheese through thousands of retailers across the country. Which of the following marketing channel structures is Kraft most likely to use?
producer, wholesaler, retailer, consumer
Caterpillar manufactures bulldozers and other large construction equipment that it sells directly to construction companies. This is an example of a _____ channel.
producer-buyer
The National Pork Board aired commercials featuring the slogan "The Other White Meat." These commercials were designed to stimulate demand for a _____, which is known as _____ advertising.
product category; pioneer
Donnie is a car salesman. When making his presentations, he likes to anticipate and counter potential objections before the prospect mentions the objection. Donnie feels this gives him an advantage in making the sale. What he does not realize is this approach may
raise objections that the prospect would not have
The primary goal of a media planner is to ____________.
reach the largest number of people in the target market within the budget constraints
A new advertising campaign for CoverGirl cosmetics is beginning next week. Within the first six months of the campaign, the media planners want the new advertisement's _____ to be 45% of the target market and the _____ to be seven times.
reach; frequency
Jack is watching television when an infomercial for a vacuum cleaner begins. As he watches the infomercial, he sees the power of the vacuum being demonstrated. In this case, Jack is the _____ and the company selling the vacuum cleaner is the _____
receiver; source
A bed and breakfast inn holds crafting getaways where all of the people staying at the property are interested in the same activity. These getaways are typically done during the fall when fewer people typically visit. These getaways are designed to
reduce sales fluctuations
Promotional efforts designed to allow a manufacturer of a seasonal product to operate at peak efficiency year-round seek to
reduce sales fluctuations
The Colorado Tourism Office advertises that people can visit Colorado ski slopes and mountains for hiking, ziplining, and horseback riding during the summertime in an effort to
reduce sales fluctuations
What is the primary motivation when a retailer such as Home Depot offers a discount on lawn mowers in September and October?
reduce sales fluctuations
Twin Pines Mall has a Nordstrom, JC Penney, and Macy's as well as many specialty stores that are national chains. It attracts customers traveling a distance because it has stores selling products that smaller shopping centers do not offer. Twin Pines Mall is most likely a _____ shopping center.
regional
If a smartphone manufacturer launches a series of online advertisements with a slogan of "Get the most out of your device," the advertisements are most likely using _____ advertising.
reinforcement
Sarah is a sales representative for Dana Holding Corporation, a manufacturer of axles, drive shafts, and other car parts. She spends her time listening to her clients, which include auto manufacturers, to understand their organizations. She also understands their needs and challenges and provides support to her clients after the sale. Which type of selling is Sarah engaged in?
relationship selling
In its advertising campaign, Coca-Cola tells its consumers that it is still available and that it has a history as a trusted brand. The commercials also focus on the advantages that Coca-Cola has to offer. This advertising would best be classified as
reminder
When a retailer purchases a product, it does so in order to
resell the product to ultimate consumers.
The courts have held ___________________ a restraint of trade among intermediaries handling the same brands. However, courts have often adopted conflicting positions in regard to this issue and believe it can promote competition under certain circumstances.
restricted sales territories
When manufacturers such as Microsoft, Sony, and Bose bypass retailers by opening up their own retail locations, it is likely to
result in channel conflict between the manufacturers and the retailers
Josh tells the loan officer at First Bank and Trust that Clarksville really needs a store that offers high-quality fishing gear to enthusiasts and provides the service and advice that many people want. No other store in the area seems to provide this combination. Josh is trying to use ____ to support his request for a loan to start such a retail operation.
retail positioning
Larry runs an upscale tanning salon targeting customers who wish to tan in a luxurious and private environment. These customers do not wish to be seen at the salon and want to be treated like royalty. To do so, he has private entrances and private areas for each guest, luxurious amenities, and a staff eager to assist clients. No other tanning salons meet the needs of these customers. What strategic issue in retailing has Larry addressed for his tanning salon?
retail positioning
Liz has decided to open a store that will offer second-hand children's items for sale. She will buy gently-used items and resell them to customers who are looking for children's clothes and books at discounted rates. No other store in the area seems to be offering children's items at the prices her store will offer. Liz is identifying her _____ before she opens her store
retail positioning
Kate owns a refreshment-stand business at the community ballpark. She goes to a warehouse store like Sam's and purchases snacks and canned soda that she will sell at her refreshment stand. Kate is considered a(n)
retailer
Laurie bought herself a new jacket using a marketing channel that has only one intermediary. That intermediary is classified as a
retailer
Amazon, Target, Kroger, Bed Bath & Beyond, and Lowe's are examples of
retailers.
ValueCut has a Haircut Club that gives customers their eighth haircut for free after they have bought seven at regular price. The primary objective of this type of program is
retaining loyal customers
If an auto manufacturer creates an ad showing that the people in the car can feel secure in case of an accident, it is attempting to influence the customer's _____ need.
safety
General Electric sells its home appliances through a network of dealers and only a few large retailers. It most likely distributes using _____ distribution.
selective
Gucci sells its handbags through its company-owned stores and through a handful of high-end department store chains like Neiman Marcus and Saks Fifth Avenue. Gucci is using _____ and _____ distribution.
selective, dual
Brookdale Furniture, Inc., is a manufacturer of office furniture. It has hired a _____ named Davidson Intermediaries to market its product line. Davidson takes care of the sales and other marketing functions for the furniture maker, but does not take possession of any of the furniture.
selling agent
Perishable products such as dairy or produce are more likely to be distributed through
shorter channels
Ted has a monitor inside his home that tracks when his television is on and what station he is watching. When he goes to the store, he gives an identification card that is scanned at checkout. Ted is providing researchers with
single-source data
Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders' views of the company. Home Depot should conduct a(n) _________.
social audit
Procter & Gamble wants to find out whether its sponsorship of the American Cancer Society Relay for Life is having a positive effect on stakeholders' views of Procter & Gamble's efforts to be a socially responsible company. Procter & Gamble should conduct a
social audit.
In the McDonald's advertisements that state, "I'm lovin' it," McDonald's is the communication
source
Gordon is driving on the highway and sees a billboard for a local auto dealership. On the billboard, he sees pictures of three of the dealership's cars and an announcement of a current promotion. In this situation, the auto dealership is a _____, which is one who _____.
source; encodes
Sephora is a store that offers a wide variety of cosmetics and beauty products. It would most likely be categorized as a(n)
specialty retailer.
Alaskan Wholesale is a full-service wholesaler that exclusively deals with selling fish that are caught by fishermen in Alaska. Although it only carries Alaskan fish, its inventory contains a great selection of every type of fish available from Alaska. Alaskan Wholesale is most likely a
specialty-line wholesaler
After appearing on a national talk show to discuss her line of bracelets and rings, Natalie expected sales volume to increase. Unfortunately, the sales volume was higher than expected and her company had $250,000 in lost sales because it did not have enough inventory. The $250,000 represents which of the following inventory management costs?
stockout
Nicole manages a boutique that sells unique gifts and stationery. She wants to update the store's strategic plan. Which of the following aspects of the store is the least flexible?
store location
Because a television advertisement contains both audio and visual material, copywriters and artists will combine copy and visual material in a _____ that depicts a series of miniature television screens showing the major scenes in the commercial with a description of the audio portion for each screen.
storyboard
Senior management at Best Buy is reviewing the compensation strategy for the company's salespeople. They currently use _____, which gives the company the benefits of being easy to administer, yielding predictable selling expenses, and providing managers greater control over their salespeople.
straight salary
An advertising platform should consist of selling features that are important to consumers and are
strongly competitive features of the advertised brand
Exclusive distribution is _____________.
suitable for products consumed over a long period of time
Some shopping centers are designed to attract customers from many miles away. They offer the deepest and widest product mixes and even include attractions like theme parks. These are known as
superregional Shopping centers
Beth goes shopping to buy food for dinner, but also wants to pick up a new pair of running shoes and a new shirt for her son. Because she is with her children, she wants to do all of her shopping at one store. Which of the following should Beth visit?
superstore
Carly works at Kellogg's and is on a team developing a new breakfast cereal. She is currently trying to contact different companies who can provide the specific ingredients and equipment needed to make the cereal. She will work with the procurement department to reach an agreement with the companies selected to provide the ingredients and equipment. She is currently engaging in _____ management.
supply
Walmart is working with its suppliers, using tools such as electronic billing, purchase order verification, and bar code technology, to integrate data used to improve overall performance. This is an example of _
supply-chain management
Retailers work with their suppliers to coordinate operations to meet customer needs, acquire products that their customers demand, and facilitate the movement of products from the suppliers to their stores. When doing all these activities, the retailer is engaging in
supply-chain management.
Chris is an advertising manager for a local car wash. The company has been trying to get new customers to visit the wash by having a staff member make phone calls in a process called _____. Since this strategy has not been as successful as he had hoped, he is instead going to mail out postcards advertising the car wash. The cards, part of a strategy called ____, will include a toll-free number where potential customers can call and order prepaid cards to use at the car wash.
telemarketing; direct-response marketing
Sophia is the new marketing manager for a new line of laptop, MP3, and smart phone accessories made by the company, Skull Candy. These accessories are trendy, colorful, and more expensive than others on the market. After considering the target market for the products, Sophia has decided not to use marketing-related activities conducted on the telephone, called _____, and instead use _____, a type of nonstore retailing.
telemarketing; vending
Claire is the media planner for a small chain of restaurants in the Milwaukee area. She is deciding on an advertising medium. She is unsure about using _____ because of the high initial costs given her budget constraints even though the medium would have great impact.
television
Marilyn is at home and sees a vacuum cleaner being used on QVC. She calls a toll-free number to order the vacuum and pays with her credit card. This is an example of
television home shopping.
When four buyers purchase the products of 6 producers, 24 transactions are required. If one intermediary serves both producers and buyers, the number of possible transactions is
ten.
In designing sales territories, a sales manager considers several major factors. The territories must be constructed so that sales potential can be measured; the shape of the territories should facilitate salespeople's activities to provide the best possible coverage of customers; and ___________.
territories should be designed to minimize selling costs
The advertising appropriation is
the advertising budget for a specific time period.
Ashley is currently working on a video to introduce a new line of athletic wear for women. She is using signs and symbols to represent the concept and meaning of the new athletic wear. Ashley is most likely working on the ____ for this promotional video.
the coding process
All of the following are reasons a company would likely emphasize personal selling in its promotion mix except
the company's products are seasonal in nature
When an organization uses an advertising agency, who usually develops the advertising campaign?
the firm and the agency working jointly
Tami is a sales manager and is hoping to attract and retain a top sales force. Which of the following is least likely to be a factor when Tami tries to attract and retain top-quality salespeople?
the price of the products being sold
Consumers are increasingly going online for information and opinions about goods and services as well as about companies. Research has shown that _____ is the most important attribute about a ratings website.
the site's credibility
Many large retailers such as Target and Home Depot are finding that because of their size they can deal directly with producers and take care of ordering, delivery, and handling of goods rather than using an independent wholesaler. They are able to do so because
they are performing the functions normally performed by independent wholesalers.
Ryder describes itself as a firm "that delivers outstanding execution from deep expertise in your industry. Our proven supply chain management and transportation solutions, LEAN guiding principles and an established network across NAFTA and Asia help us customize the right solution to meet your business' needs." Due to its specialized expertise, many firms outsource its physical distribution activities to Ryder. Ryder is most likely a(n) _________.
third party logistics firm
Marketing channels create four types of utility for consumers. These are
time, place, possession, and form.
Treasure works for Frito-Lay and works with retailers to help promote the company's snack foods. She sets up displays in the stores and occasionally hands out samples to customers. Treasure is best described as a(n)
trade salesperson
Imagine you are at a grocery store and asked by a researcher what the last television commercial you saw was. This would be an example of what kind of test?
unaided recall test
During a sales presentation, Barbara asks, "Mr. Gordon, would you prefer to pay by cash or credit card?" Barbara is using a(n) _____ with this question.
trial close
During a sales presentation, Tom asks, "When will you be available next week for our delivery team to install your new windows, Mrs. Gibson?" This is an example of a(n)
trial close
Eric is a wholesaler who deals with individual bakers who want to sell their bread to independent restaurants and grocery stores. Every morning, he picks up bread from the bakers and visits the grocery stores and restaurants that purchase whatever bread he has that day. Eric is a
truck jobber.
A wholesaler of produce wants to create a shipping plan for a variety of fruits and vegetables. The managers of the wholesaler want to use _____ because it has the most flexible schedules and routes of all transportation modes.
trucks
A discount house can store and transport merchandise that is purchased directly from the producer, thus eliminating the need for a wholesaler. This is an example of vertical channel integration.
true
A manufacturer may try to prohibit intermediaries from selling its products outside designated sales territories to tighten control over distribution of its products.
true
A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and sales promotion.
true
Consistent brand messages and images throughout all communications can help a brand maintain strength during a crisis.
true
Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing.
true
Multichannel retailing has made it easier for consumers to research products even before entering a store.
true
One reason that promotion suffers from widespread criticism is that promotional efforts are highly visible and affect our everyday lives.
true
Publicity is a subset or part of public relations.
true
Rapidly evolving consumer trends and changing demographics is blurring the line between the various types of retailers.
true
Small firms generally depend on local newspapers and radio stations for assistance with advertising efforts.
true
The CEO's response to stakeholders after a major oil spill informing them about what the firm will do to clean up the spill is an example of public relations.
true
The statement of advertising objectives should include a benchmark—such as the current sales level—and indicate how much improvement is sought.
true
The use of wholesalers permits producers to concentrate on developing and manufacturing products that match consumers' wants.
true
When launching its Dove Men+Care line of men's skin care products, Unilever told its distributors that they had to carry the new line if they still wanted to carry the rest of the Dove line of products. They would have been engaging in which of the following channel management practices?
tying agreements
If a manufacturer decides to use a pull policy to promote its products, it is likely to focus its efforts on
ultimate consumers
When the Quaker Oats Company manufactures its Quaker Chewy Bars, it places several boxes of the bars into larger shipping boxes that are then stacked onto pallets. These pallets can then be easily moved around using forklifts in a process called
unit loading.
Which of the following is not considered an element of a store's atmospherics?
variety of products
Benetton, a leading manufacturer of knitwear in Italy, expanded its operations to include retail outlets in the United States and South America. This type of channel is called ________.
vertical integration
Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as
viral marketing
Kmart's "Ship My Pants" online commercial was shared by thousands of people through social media and watched millions of times on YouTube. This is an example of
viral marketing
Kristen received an e-mail from a friend that linked to a video of a funny commercial made by Old Spice. Kristen thought it was so funny that she shared the video on her Facebook page and on Twitter so that all of her friends and followers could see the video as well. This is an example of
viral marketing
Which of the following is a strategy to get consumers to share a marketer's message in a way that spreads dramatically and quickly?
viral marketing
When Alexa visited a furniture store called the Barrington Store for the first time, it was a lot larger than she expected. She was surprised that it had a warehouse feel and large displays of merchandise. There was minimal service, but it had a lot of stock on hand that she was able to carry away in large cartons. The Barrington Store can most likely be categorized as a
warehouse showroom
Which two modes of transportation are used when containers are shipped by fishyback?
water carriers and trucks
During the personal selling process, a salesperson should, if possible, handle objections
when they arise
A general-merchandise wholesaler would be expected to carry a _____ product mix.
wide and shallow
If Honda gives one of its new motorcycles to a popular blogger so that the blogger would share information on the blog, this is best described as an example of
word of mouth communication
Eliminating wholesalers from marketing channels
would likely increase prices consumers pay
Lexus has designed its commercials to appeal to more affluent car drivers as its
target audience
