marketing 431 quiz 10 – Flashcards
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Because of high ___________ retailers with low profit margins can still be attractive businesses?
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Inventory turnover
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Which of the market structures best describes the current state of retailing in the United States?
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Highly concentrated
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Which theory of retail evolution proposes that retail stores start out as low-price low-status stores and then gradually move upscale as the business grows?
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The wheel of retailing
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The basic elements of store architecture are pretty much the same today as they were 200 years ago.
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'True'.
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It is impractical to sell expensive products such as electronics or cosmetics through vending machines.
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False'.
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Which of the approaches to developing a promotions budget is theoretically the best one to use?
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Objective-task
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The AIDA model for persuasive communication suggests there are four stages you need to go through in order to persuade somebody. The LAST thing you have to do is?
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Tell the person what you want them to do.
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The PUSH approach to promotion...
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Focuses on getting members of the distribution channel to support the product
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The basic communication model describes how a message is transmitted from a sender to a receiver. The __________ is the medium used to transmit the encoded message to the receiver?
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Channel of communication
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The reason integrated marketing communications campaigns are so powerful is that?
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These are all reasons why integrated marketing communications can be so powerful
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Telemarketing is an inexpensive retail format for relationship marketing.
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False'.
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When I was a young man (not too long ago) Big Box retailers - very large, free-standing specialty stores were very popular. Today many of these stores such as Toys'R'us and Party Supplies Warehouse, stand empty. This could be explained according to ____________?
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The retail life cycle
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A ____________ is a retail concept where, typically a smaller retailer provides highly personalized service through a single retail outlet?
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Independent store
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The basic communication model describes how a message is transmitted from a sender to a receiver. The only way a sender can know whether the message has been received is through?
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Feedback
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The PULL approach to promotion...
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Focuses on creating consumer demand for the product.
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______________ is all of the communication to support the marketing program.
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Promotion
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Which of the following statements about the AIDA model of persuasive communication is TRUE?
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This is a sequential process; all persuasive messages have to go through the four stages.
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Which of the following forms of promotion is the most influential?
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Word of mouth
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Which theory of retail evolution proposes that new retail concepts emerge, become popular, are widely imitated and then fade away?
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The retail life cycle
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____________ is an example of a retailer whose merchandise mix is both wide and deep?
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Amazon
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Why is it important for a marketer to know the ownership structure of a retail store?
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Because the ownership structure determines who you need to approach in order to sell to the store.
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Because of high ___________ retailers with low profit margins can still be attractive businesses?
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Inventory turnover
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Which element of the promotional mix typically compromises the smallest part of the promotions budget?
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Public relations
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The basic communication model describes how a message is transmitted from a sender to a receiver. The receiver's _________ depends on how the message was interpreted by the receiver?
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Response
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Which promotional role might be most appropriate for a product in the introductory stage of the product life cycle?
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Inform
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Direct mail, catalog sales and vending machines are all examples of?
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Non-store retailing
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Wal-Mart started out as a low-cost, low-status retailer. The company's success was founded on a policy of eliminating cost from retailing and passing the savings along to the consumer. Recently the company has been experimenting with high-end products such as big-screen televisions and fine jewelry. This move could be expected according to ____________?
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The wheel of retailing
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Which element of the promotional mix usually compromises the largest part of the promotions budget?
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Sales promotion
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Every business will use a different combination of promotional tools. The actual tools selected will depend on?
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Actually, it depends on all of these.
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Which promotional role might be most appropriate for a product in the post-purchase behavior stage of the consumer buying process?
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Build Relationships
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Which promotional role might be most appropriate for a product in the decline stage of the product life cycle?
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This is a trick question - a company is unlikely to spend money on promotion when a product is in the decline stage.
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Which of the following is NOT one of the four roles for promotion?
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Positioning
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Retailers attempt to make the shopping experience fun because people put a different value on the products they buy when they are having fun.
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'True'.
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Two recent trends in retailing, television shopping channels and online selling are examples of?
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Nonstore retailing
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The basic communication model describes how a message is transmitted from a sender to a receiver. The receiver's _________ depends on how the message was interpreted by the receiver?
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Response
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Which theory of retail evolution proposes that new retail concepts emerge, become popular, are widely imitated and then fade away?
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The retail life cycle
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The AIDA model for persuasive communication suggests there are four stages you need to go through in order to persuade somebody. The FIRST thing you have to do is?
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Get the person's attention
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The basic communication model describes how a message is transmitted from a sender to a receiver. Any of the several factors that could interfere with the ability of the sender to transmit the encoded message accurately are called?
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Noise
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People prefer to shop for groceries near to where they live.
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'True'.
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Merchandise assortments can be described in terms of breadth and depth. How would you classify a kiosk at the mall that sells Cingular cellular phones?
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Narrow and shallow
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One way groups of independent businesses can compete with large retail chains is to form a _______________?
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Vertical marketing system
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For stores selling luxury products, it is important for customers to be able to see the prices of the merchandise when browsing.
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False'.
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Which of these is an example of noise as it applies to the basic communication model?
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All of these are examples of noise in the basic communication model
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The basic communication model describes how a message is transmitted from a sender to a receiver. In order for this to happen, the message has to be _________ by the sender and ________ by the receiver?
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Encoded, decoded
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When is the best time to establish a metric to measure the performance of a promotion?
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Public relations
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There are many factors that influence the evolution of retail concepts. Certainly in the past few years, ____________, especially the widespread diffusion of the Internet has had a huge impact on the retail landscape?
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Technology
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For discount stores, it is important for customers to be able to see the prices of the merchandise when browsing.
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True'.
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Entertainment retailing recognizes that in addition to satisfying needs through purchasing products, for many people, shopping is?
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Shopping is all of these.
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Which of these is a question you should be asking when establishing the objective for a promotional campaign?
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Who is the target audience?
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Which element of the promotional mix usually compromises the largest part of the promotions budget?
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Sales promotion
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When sending and receiving information, a ________ is a method of encoding information?
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Cue
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A ____________ is a retail concept where two or more stores are owned and operated by the same company?
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Corporate Chain
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The quotation "I know that half of my advertising budget is wasted; but I don't know which half" illustrates the fundamental problem with measuring the effectiveness of promotions. The problem is?
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There is not a direct link between promotion expenditures and sales performance
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Which of the following is NOT a component of the promotional mix?
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Packaging
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Which of the following forms of promotion gives marketers the greatest degree of control over the message?
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Advertising
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When I was a young man (not too long ago) Big Box retailers - very large, free-standing specialty stores were very popular. Today many of these stores such as Toys'R'us and Party Supplies Warehouse, stand empty. This could be explained according to ____________?
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The retail life cycle
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____________ is an example of a retailer whose merchandise mix is both wide and deep?
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Amazon
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_______________ is the process of selling goods and services to individuals for their personal use?
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Retailing
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the basic elements of store architecture are pretty much the same today as they were 200 years ago.
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true
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What do we mean when we speak of the richness of an information channel?
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The number of different information cues the cannel can carry.
