MAR 255 CH8 – 15 Quiz – Flashcards
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One reason integrated marketing communications is necessary is __________.
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consumers don't distinguish between content sources the way marketers do
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What is the goal of a pull strategy?
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To build consumer demand
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Which promotional tool engages directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
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Direct and digital marketing
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Which of the following statements regarding the changing communications landscape is correct?
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The dominance of television, magazines, newspapers and other traditional mass media is declining
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The public relations function of _______ is used to build and maintain national or local community relationships.
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public affairs
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Specific promotional tools used in _______ include press releases, sponsorships, events, and web pages.
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public relations
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Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer community?
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Direct marketing
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Which advertising objective is used heavily when introducing a new product category?
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Informative
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The _____________ message execution style shows one or more "typical" people using the product in a normal setting.
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slice of life
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Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks are examples of which promotional tool?
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Corporate identity materials
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________ advertising is utilized most often by mature, well-known brands.
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Reminder
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What is the goal of integrated marketing communications?
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To deliver clear, consistent, and compelling messages about the organization and its brands
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When advertisers determine the qualitative value of message exposure through a given medium, they are assessing ________.
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media impact
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Which advertising objective is best suited to building selective demand?
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Persuasive
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Advertising appeals should have three characteristics. These characteristics are:
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to be meaningful, to be believable, and to be distinctive
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Which of the following statements is correct regarding the use of advertising as a promotional tool?
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Consumers tend to view advertised products as more legitimate.
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________ is a short-term incentive to encourage the purchase or sale of a product or service.
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Sales promotion
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Companies who primarily direct their promotional activities to channel members are using a(n) ______ strategy.
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push
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Generally, _________ is a company's most expensive promotional tool.
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personal selling
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Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function?
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Development
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Specific promotional tools used in ______ include direct mail, catalogs, online and social media, mobile marketing, and more.
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direct and digital marketing
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What are the two major elements in developing advertising strategy?
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Creating advertising messages and selecting advertising media
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Which of the following statements about public relations is correct?
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The lines between advertising and public relations are becoming more and more blurred.
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One popular method of branded entertainment is ________, which embeds brands as props within other programming, for example, television shows and movies.
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product placement
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In the promotion mix, ________ refers to any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
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advertising
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Which type of retailer carries a narrow product line with deep assortments within those lines?
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Specialty stores
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Increasingly, different types of retailers now sell the same products at the same prices to the same consumers. This trend is called ___________.
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retail convergence
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One retail trend resulting from economic conditions is ________.
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tighter consumer spending
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Which of the following statements about major retail trends is true?
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Online buying is growing at a much brisker pace than retail buying as a whole.
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Which wholesaler channel function helps reduce inventory holding costs and the risks of suppliers and customers?
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Warehousing
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Which of the following statements about retailer marketing decisions is correct?
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Many retailers identify three critical factors for retail success: location, location, and location.
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Superstores that are actually giant specialty stores and have seen tremendous growth recently are called _______.
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category killers
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Retailers must decide on which three major product variable
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Product assortment, services mix, and store atmosphere
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___________ are the largest single group of wholesalers, accounting for roughly 50 percent of all wholesaling.
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Merchant wholesalers
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Carefully orchestrating the store's layout and displays, background music, colors, and smells is related to ________.
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experiential retailing
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By practicing ______ retailing, today's retailers are increasingly adopting environmentally sustainable practices.
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green
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What is the overall goal when retailers choose their product assortment?
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Differentiate the retailer while matching target shoppers' expectations.
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Which of the following correctly describes the retail practice known as high-low pricing?
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High-low pricing means charging higher prices on an everyday basis, coupled with frequent sales and other price promotions.
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What are the four major types of retail organization?
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Corporate chains, voluntary chains, retailer cooperatives, and franchise organizations.
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The practice of coming into retail stores to check out merchandise and prices but making purchases online using a computer or mobile device is called _______.
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showrooming
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Macy's carries several product linesl—typically clothing, home furnishings, and household goods—with each line operating as a separate department managed by specialist buyers or merchandisers. Macy's is best described as a(n) ________.
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department store
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After segmenting and defining their target markets, what should retailers do next?
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Decide how they will differentiate and position themselves in the market.
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Hotels and motels, banks, airlines, restaurants, colleges, hospitals, movie theaters, tennis clubs, bowling alleys, repair services, hair salons, and dry cleaners are all examples of ________.
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service retailers
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Which of the following statements about wholesaling is true?
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Wholesalers must make decisions regarding their marketing mix.
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________ refers to the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.
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Retailing
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Which of the following statements about shopping centers is correct?
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The most common type of shopping center is a strip mall.
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A discount store (for example, Target, Kohl's, or Walmart) sells standard merchandise at lower prices. To do this, discount stores accept which of the following two conditions?
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lower margins and higher sales volume
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By performing the channel function of ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost.
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selling and promoting
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_______ involves focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale.
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Shopper marketing
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The retail marketing mix consists of which of the following?
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Product and service assortment, retail prices, promotion, and location
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Which of the following describes a just-in-time logistics system?
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Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations.
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When the company has defined its channel objectives, it should next identify its major channel alternatives in terms of the types of intermediaries, the number of intermediaries, and __________________.
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the responsibilities of channel members
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The length of a channel is indicated by ___________.
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the number of intermediary levels
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A(n)_______ is a layer of intermediaries that performs some work in bringing the product and its ownership closer to find the final buyer.
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channel level
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_______ involves reusing, recycling, refurbishing, or disposing of broken, unwanted, or excess products returned by consumers or resellers.
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Reverse logistics
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Under which type of system does the customer share real-time data on sales and current inventory levels with the supplier, and the supplier then takes full responsibility for managing inventories and deliveries?
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Vendor-managed inventory
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Which of the following is a reason that producers use marketing channels and channel intermediaries?
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Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.
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Which of the following is an example of horizontal channel conflict?
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A Ford dealer complaining that another Ford dealer is advertising in its territory.
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Which channel partners in a company's supply chain are upstream from a manufacturer or producer?
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Suppliers.
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When setting channel objectives, companies should state the objectives in terms of ______.
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targeted levels of customer service
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What is the first step in marketing channel design?
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Analyzing consumer needs.
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Which technology could one day make the entire supply chain intelligent and automated?
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Radio frequency identification
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Channels often involve long-term commitments and companies have many alternatives. What type of criteria should be used if the company wants to keep the channel flexible so that it can respond to environmental changes?
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Adaptability criteria
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What are the four major functions of logistics?
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Warehousing, inventory management, transportation, logistics information management
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A(n) _____ is made up of one or more independent producers, wholesalers, retailers, and consumers.
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conventional distribution channel
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Companies today see channel members as first-line customers and practice strong ________.
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partner relationship management
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A(n) _______ is made up of the company, suppliers, distributors, and, ultimately, customers who "partner" with each other to improve the performance of the entire system.
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value delivery network
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Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this represent?
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Administered VMS
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Full-line forcing is a practice whereby a producer agrees to sell a brand to a dealer only if the dealer agrees to sell some or all of the rest of its line. Which of the following statements is true regarding full-line forcing?
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It may or may not be legal.
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Producers of convenience products typically use ______ distribution.
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intensive
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What is the most common type of a contractual VMS?
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A franchise
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Sherwin-Williams sells its paint and other branded products exclusively through company-owned retail stores. Sherwin-Williams has established a(n) _________.
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corporate VMS
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One key function performed by channel members is ___________, or shaping offers to meet the buyer's needs, including activities such as manufacturing, grading, assembling, and packaging.
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matching
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Companies now use ________ and supply chain management software to help recruit, train, organize, manage, motivate, and evaluate relationships with channel partners.
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partner relationship management
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Online marketers taking business from traditional brick-and-mortar retailers is an example of _____.
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disintermediation
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In complex selling situations, personal selling can be more effective than advertising because it is ______________.
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interpersonal
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Which of the following statements about coordinating marketing and sales is correct?
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Coordinating marketing and sales can be improved by increasing communication between the two groups.
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What are the four elements of a compensation plan for salespeople?
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A fixed amount, a variable amount, expenses, and fringe benefits
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Which of the following statements is true regarding salespeople?
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The best salespeople are the ones who work closely with customers for mutual gain.
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Which of the following occurs during the presentation step in the personal selling process?
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The salesperson tells the buyer a value story.
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To set its sales force size, a company can first group accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the ______ approach.
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workload
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________ promotions are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.
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Buisness
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What is the fastest growing sales trend today?
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Social selling
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At which step in the personal selling process does a salesperson meet the customer for the first time?
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Approach
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Justin, Inc., a U.S.-based watch manufacturer, sells its products in China, Russia, France, and India. To manage sales, Justin appoints a number of sales representatives to each location. Justin has adopted a ________ sales force structure.
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territorial
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GE Healthcare employs different sales forces for diagnostic imaging, life sciences, and integrated IT products and services. GE Healthcare has adopted a(n) ______ sales force structure.
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product
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After the presentation and demonstration step in the sales process, a salesperson should next be prepared to _______.
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handle objections
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Helping salespeople to "work smart" by doing the right things in the right ways is the goal of which area of sales force management?
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supervision
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Which consumer promotion tool is like coupons except that the price reduction occurs after the purchase rather than at the retail outlet?
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Rebates
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Which of the following statements about personal selling is correct?
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Many customers are unable to distinguish the salesperson from the company.
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The seven-step selling process takes a(n) __________ approach to selling. In other words, its aim is to help salespeople close a specific sale with a customer.
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transaction-oriented
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Which of the following are common trade promotion tools?
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Discounts, free goods, allowances and free advertising specialty items
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After recruiting and selecting salespeople, what is the next major step in sales force management?
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Training salespeople
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What is the final step in the seven-step personal selling process?
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Follow-up
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What is the first decision made in sales force management?
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Designing sales force strategy and structure.
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One consumer promotion tool is _______, which are goods offered free or at a low cost as an incentive to buy a product.
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premiums
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Which of the following are objectives of trade promotions?
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Getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space
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Most companies today want their salespeople to _______, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company.
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practice value selling
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It's time for the Super Bowl, and the end-of-the-aisle displays at the supermarket feature chips, dips, and soft drinks. What type of sales promotion tool is this?
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Point-of-purchase
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Which of the following statements about sales promotions is correct?
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The growing use of sales promotion has resulted in promotion clutter.
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Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website.
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marketing
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Which of the following statements about blogs is correct?
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Blogs can be difficult for the company to control.
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Which of the following statements about mobile marketing is correct?
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Smartphones can be very useful in shopping situations.
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The digital version of word-of-mouth marketing that involves creating videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called _______.
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viral marketing
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To avoid being intrusive and annoying, most legitimate e-mail marketers practice ______, which means sending e-mail pitches only to customers who "opt in."
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permission-based e-mail marketing
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Marketers use __________ to engage customers anywhere, anytime during the buying and relationship-building processes.
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mobile marketing
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________ involves sending an offer, announcement, reminder, or other item to a person at a particular address.
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Direct-mail marketing
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According to the text, _______ is perhaps the biggest advantage of social media.
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engagement and social sharing capabilities
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A blog is a(n) ______.
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online forum
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Which of the following is true regarding the forms of direct and digital marketing?
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Both the new digital and the more traditional forms of direct marketing must be blended into a fully integrated marketing communications program.
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How does Google earn approximately 90% of its revenues?
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Selling contextual advertising
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Because social media are _____, they are ideal for starting and participating in customer conversations and listening to customer feedback.
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interactive
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The primary purpose of _________ websites is to present brand content that engages consumers and creates customer-brand community.
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branded community
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The benefits of direct and digital marketing for buyers are that it is _________.
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easy, convenient and private
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Many consumers today rent DVDs from a vending machine called Redbox, which can be found in retail stores and other locations. Redbox is type of direct marketing tool called a(n) _________.
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kiosk
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____________ is perhaps the toughest public policy issue now confronting the direct marketing industry.
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Invasion of privacy
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Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as _______.
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e-tailers
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Forms of digital and social media marketing include ______.
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online marketing, social media marketing, and mobile marketing
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Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
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Direct and digital marketing
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Which of the following is a form of traditional direct marketing?
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Kiosk marketing
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Which of the following statements is true regarding sellers and their use of direct and digital marketing?
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Sellers have opportunities to engage in real-time marketing.
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One challenge of social media marketing is that ___________.
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social networks are largely user-controlled
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Webites, online advertising, email, online video, and blogs are all forms of ______.
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online marketing
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Consumers may receive an e-mail, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called ______.
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phishing
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H&M recently ran ads that let viewers with certain Samsung smart TVs use their remotes to interact directly with the commercials. This recent form of direct response television marketing is called ________.
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iTV
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________ involve(s) the direct exchange of goods and services.
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Barter
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Countries can set ________, which is a limit on the amount of foreign imports that they will accept in certain product categories.
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a quota
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The purpose of a tariff is to ________.
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raise revenue
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________ is a geographic characteristic of market potential.
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Country size
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_________ is a demographic characteristic.
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Education
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_________ is a geographic characteristic indicator of market potential.
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Climate
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_______ is(are) demographic characteristic indicators of market potential.
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Population size and growth
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Which of the following is a demographic factor indicator of market potential?
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Education
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In a(n) ________ economy, the vast majority of people engage in simple agriculture.
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subsistence
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In a(n) __________economy, fast growth in manufacturing results in rapid overall economic growth.
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emerging
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________ economies are major exporters of manufactured goods, services, and investment funds.
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Industrial
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Venezuela produces oil in surplus, whereas Guyana produces rice in surplus and El Salvador produces coffee in surplus. These nations have little hard currency to pay for purchases from other countries and frequently exchange involves a(n) ________.
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barter
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The simplest way to enter a foreign market is through ________.
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exporting
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_________ offer(s) few market opportunities.
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Subsistence economies
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Twenty-Four7, a cosmetic firm located in the United States, markets its products in Asian and European countries through independent distributors. In this case, Twenty-Four7 has entered international markets through ________.
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indirect exporting
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University Boutiques promotes its brand in new international markets by providing rights to local boutiques to use its patented designs and brand name. In this case, University Boutiques' market-entering strategy is referred to as ________.
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licensing
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The biggest involvement in a foreign market comes through ________ of the development of foreign-based assembly or manufacturing facilities.
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direct investment
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________ involves changing the products to meet local requirements, conditions, or wants.
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Product adaptation
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McDonald's operates the same basic fast-food look, layout, and operating model in its restaurants around the world but ________ its menu and design to local tastes.
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adapts
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In the whole-channel concept for international marketing, which of the following is NOT a global value delivery network?
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Price escalation
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________ is when a company adds the cost of transportation, tariffs, importer margin, wholesaler margin, and retailer margin to its factory price.
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Price escalation
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________ is a global communication strategy of fully adapting advertising messages to local markets.
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Communication adaptation
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In the whole-channel view of distribution, the first link, ________, moves company products from points of production to the borders of countries within which they are sold.
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channels between nations
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In the whole-channel view of distribution, the second link, _________, moves products from their market entry points to the final consumers.
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channels within nations
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Many companies get involved in several international markets and ventures. They can be __________, with country managers who are responsible for salespeople, sales branches, distributors, and licensees in their respective countries.
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geographical organizations
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Which of the following is a potentially effective action a company could take in response to a competitor's price cut?
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Reduce price
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When Apple Computer Company introduced its iPhone, it's priced the new product at $599, considerably higher than either their iPod or competing cellular phones. Apple Computer was pursuing a ___________________ new product pricing strategy.
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market-skimming
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Over the years, U.S. air carriers have been accused numerous times of collusion when setting prices. This illegal practice is called _______.
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price fixing
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UPS charges different prices for shipping depending on an item's destination. The more distant the city the package is being shipped to, the higher the price UPS charges. Which geographic pricing method is UPS using?
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Zone pricing
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Geared2Beer, a craft beer brand, identifies a market segment that is willing to pay premium prices for its craft beer, and Geared2Beer managers select an ideal selling price. Managers then determine the costs to create craft beer that meets the ideal selling price. The company's pricing approach is referred to as ________.
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target costing
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A retailer temporarily prices a few select items below cost to create excitement and pull consumers into the store. This is an example of _________ pricing.
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promotional
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Which of the following statements is true regarding initiating price increases?
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Wherever possible, the company should consider ways to meet higher costs or demand without raising prices.
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Companies that use ________ continually adjust prices to meet the characteristics and needs of individual customers and situations.
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dynamic pricing
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Sadie's Restaurant has listened to its customers over the years and is now able to offer the right combination of quality and good service at a fair price. Which pricing strategy is Sadie's using?
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Good-value pricing
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One major objective associated with a market-penetration pricing strategy is to ________.
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win a large market share
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Which of the following statements is true regarding oligopolistic competition?
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Each seller is alert and responsive to competitors' pricing strategies and marketing moves
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Selling below cost with the intention of punishing a competitor or gaining higher long-run profits by putting competitors out of business is an illegal practice called _______.
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predatory pricing
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Which of the following statements is true regarding initiating price cuts?
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Cutting prices in an industry loaded with excess capacity may lead to price wars.
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A company has set a low price on a new product it introduced. It wants to maximize its market share and attract a large number of buyers quickly. Which new product pricing strategy should the company use?
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market-penetration pricing
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New, premium movie theaters offer features such as online reserved seating, high-backed leather executive chairs with armrests and footrests, the latest in digital sound, super-wide screens, and other amenities for which they charge a higher price. This is an example of which type of pricing?
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Value-added pricing
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Which of the following is true regarding the price-demand relationship?
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If demand is elastic, sellers will consider lowering their price.
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Many state colleges and universities charge one price for in-state students and a higher price for out-of-state students. Which form of segmented pricing are these schools using?
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location-based pricing
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Internal factors that affect pricing include ________.
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the company's overall marketing strategy, objectives, and marketing mix
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________ refers to setting price based on buyers' perception of value rather than on the seller's cost.
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Customer value-based pricing
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Bath & Body Works offers "three-fer" deals on its soaps and lotions (such as three antibacterial soaps for $10). This is an example of _______ pricing.
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product-bundle
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A car buyer can choose a base model at one price, or one with a premium sound and navigation system at a higher price. This is an example of _______ pricing.
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optional-product
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The Ford Mustang is offered in several different models. Ford will use __________ pricing to determine the price steps between the different models.
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product line
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Margaret has been invited to a fancy dinner party and wants to bring a good bottle of wine as a gift for the host. Since she does not know much about wine, she will likely use the price of the wines as ________.
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an indicator of quality
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Gillette charges a fairly low price for its razors (relative to costs) and a high price for razor blades. It is using a strategy of ___________ pricing.
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captive-product
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Which of the following is a cost-oriented pricing approach?
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Breakeven pricing
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Which of the following statements is true regarding standardizing products for international markets?
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Standardization decreases product design, manufacturing, and marketing costs.
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To be more socially responsible, some companies are appointing _____________. Their job is to protect consumers from harm and the company from liability by proactively ferreting out potential product problems.
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product stewards
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At which stage of the new product development process is crowdsourcing used?
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Idea generation
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Which of the following statements is correct concerning service marketers going global?
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The trend toward growth of global service companies is expected to continue in the near future.
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Most products are at which stage of their product lifecycle?
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Maturity
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Through _____ a company can obtain new products by buying a whole company, a patent, or a license to produce someone else's product.
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acquisition
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The Learning Institute recently conducted a brainstorming session that generated a large number of ideas for adding new products and services. Learning Institute managers will most likely use ________ next to arrive at a realistic number of ideas to adopt.
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idea screening
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Sales are rising rapidly, competitors are growing in number and the customers are early adopters. Which stage of the PLC does this describe?
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Growth
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Which of the following would be an appropriate strategy during the maturity stage of the product lifecycle?
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Modify the market, product offering and marketing mix.
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To create successful new products, a company must _______.
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understand its consumers, markets, and competitors and develop products that deliver superior value
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In the early 1970's, Gary Dahl sold pet rocks. The product had a short, temporary period of unusually high sales driven by consumer enthusiasm and immediate product popularity, but then sales declined very quickly. The PLC sales pattern for pet rocks is known as ______.
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a fad
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Which of the following statements concerning new products is correct?
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Modified and improved products are considered new.
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Which of the following statements is true regarding product life cycle curves?
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Marketers do not know the exact shape and length of their product's life cycle in advance.
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When Dr. Lawncare developed his revolutionary new solar powered lawnmower, he knew that during the introductory stage of the product lifecycle ___________.
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sales would be slow and profits non-existent
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A company launching a new product at the commercialization stage of new product development must first decide on ___________.
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introduction timing
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When a product is in the decline stage of the PLC, a company may reduce various costs (plant and equipment, maintenance, R&D, advertising, sales force), hoping that sales hold up. In other words, they are ________ the product.
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harvesting
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After ideas are screened, the next stage of the new product development process is _____.
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concept development and testing
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Which of the following statements regarding socially responsible product decisions is correct?
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The government may prevent companies from adding products through acquisitions if the effect threatens to decrease competition.
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Intuit follows a "Design for Delight (D4D)" development philosophy that products should delight customers by providing experiences that exceed expectations. Which new product development approach is Intuit using?
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Customer-centered new product development
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Installing an innovation management system to collect, review, evaluate, and manage new product ideas represents a(n) ______________ approach to new product development.
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systematic
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Which of the following is NOT a product life cycle (PLC) stage?
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Commercialization
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At which stage of the new product development process is a physical product first developed?
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Product development
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Goldtone is a multinational communications and information technology corporation. Its principal products are mobile telephones and tablets. It recently announced on its website that customers can suggest ideas for its upcoming product model. Contributors of short-listed ideas will be adequately rewarded. In this case, Goldtone is using ________ to generate new product ideas.
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crowdsourcing
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Which of the following statements about new product development strategy is correct?
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Innovation can be very expensive and very risky.
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Which of the following is an external source of new product ideas for a company?
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Trade magazines
