question

A(n) _____ is the result of applying human or mechanical efforts to people or objects.

answer

service

question

All of the following are unique characteristics that distinguish services from goods EXCEPT:

answer

searchable

question

A(n) _____ is a characteristic that can be easily assessed prior to purchase, such as the softness of a mattress or the color of curtains.

answer

search quality

question

Which of the following services would be most likely to exhibit strong credence qualities?

answer

the preparation of a dead body for burial

question

All of the following are service components customers use to evaluate service quality EXCEPT:

answer

validity

question

6. All of the following are types of service processing that can occur EXCEPT:

answer

product processing

question

7. The most basic benefit the consumer is buying in a service is referred to as the:

answer

core service

question

A group of services that support of enhance the core service is called

answer

supplementary services

question

___ is the strategy that uses technology to deliver customized services on a mass basis

answer

mass customization

question

All of the following are key factors in the distribution strategy for services EXCEPT

answer

customization

question

All of the following are recommended promotional strategies for services EXCEPT

answer

concentrating on franchising

question

The ___ of a service most clearly reveals the relationship between its target market strategy and its distribution strategy

answer

Convenience

question

At which level of relationship marketing does the firm only use pricing incentives to encourage customers to continue doing business with it?

answer

Level 1

question

The level of relationship marketing that is least likely to be effective in the long term because its price advantage is easily imitated by other firms is based on:

answer

pricing incentives

question

In a nonprofit organization, ___ are often concerned with partially or fully defraying costs rather than achieving a profit

answer

pricing objectives

question

To be successful in the global marketplace, service firms must first

answer

determine the nature of their core product

question

Describe the five gaps identified in the gap model of service quality that can cause problems in service delivery and influence customer evaluations of service quality. Discuss ways that marketers can close each gap.

answer

*short answer*

question

What are the five key issues to remember when developing distribution strategies for service organization?

answer

-Convenience to customers -Enough outlets to satisfy customers' needs -Whether to provide direct or indirect distribution -Location of service -Scheduling of when services will be available

question

All of the following accurately describe supply chain management EXCEPT

answer

relies on a "push" strategy

question

All of the following are benefits of supply chain management EXCEPT

answer

decreased cash flow

question

____ occurs when all the firms and business units particpating in the supply chain appear as though they are reading from the same script

answer

supply chain integration

question

____integration is the ability of 2 or more companies to delevop social connections that serve to guide their interactions when working together

answer

social

question

Which of the following is an example of one of the six types of integration that are sought by firms interested in providing top-level service to their customers?

answer

material and service supplier integration

question

___is (are) composed of bundles of interconnected activities that stretch across firms in the supply chain

answer

business processes

question

There are eight critical business processes on which supply chain managers most focus. Which of the following is one of those processes?

answer

returns management

question

Which business process is based on the activities involved in customer data collection, forecasting of future demand, synchronization of supply and demand by comparing production capacity to forecasts, and the development of activities to "smooth out" demand

answer

order fulfillment

question

the activities that enable the demand mangement proces to work include:

answer

all of the above

question

Which business process ensures that firms in the supply chain have the resources they need?

answer

manufacturing flow management

question

which business process supports manufacturing flow by identifying and maintaining relationships with highly valued suppliers?

answer

supplier relationship management

question

___ is information technology that replaces the paper documents that usually accompany business transactions

answer

electronic data interchange

question

all of the following are part of a sequence of "source, make, and deliver," EXCEPT

answer

trade promotions

question

___ provies time utility to buyers and sellers and aids manufacturers in managing supply and demand

answer

storage

question

the goal of any effective materials-handling system is to

answer

move items quickly with minimal handling

question

the relative ease with which a shipment can be located and transferred is:

answer

traccability

question

List the eight critical business processes on which supply chain managers must focus.

answer

1. Customer relationship management 2. Customer service management 3. Demand management 4. Order fulfillment 5. Manufacturing flow management 6. Supplier relationship management 7. Product development and commercialization 8. Returns management

question

List the components of the supply chain that are often described as a sequence of "source, make, and deliver."

answer

1. Supply management 2. Inventory control 3. Order processing 4. Production 5. Warehousing and materials handling 6. Transportation

question

What is the customer service management process? List five activities that may be considered part of this process

answer

The customer service management process presents a multi-company, unified response system to the customer whenever complaints, concerns, questions, or comments are voiced. It includes such activities as taking customer call or requests for information, developing response procedures, amending orders, aiding in installation, measuring customer satisfaction with the service encounter, and checking warranty status. Students may have other equally correct ideas about this process.

question

The major characteristic that is used to differentiate among types of intermediaries is whether they:

answer

take title to the products they sell

question

_____ are intermediaries who facilitate the sales of a product from producer to end user by representing retailers, wholesalers, or manufacturers and providing little input as to the terms of the sale

answer

agents and brokers

question

_____ considerations affecting the wholesaler choice include how often a product is purchased and how long a customer is willing to wait to receive the product.

answer

buyer

question

The three basic functions channel intermediaries perform are:

answer

transactional, logistical, facilitating

question

Which of the following are examples of facilitating functions performed by wholesaling intermediaries?

answer

researching and financing

question

Which of the following statements concerning how market factors affect channel decisions is true?

answer

industrial customers tend to buy in larger quantities and require more customer service

question

The capacity of a particular marketing channel member to control or influence the behavior of other channel members is known as:

answer

channel power

question

A situation that occurs when one marketing channel intentionally affects another member's behavior is called:

answer

channel control

question

Channel conflict:

answer

is often caused by an inability of some channel members to keep up with the changing times

question

Channel conflicts that occur between different levels in a marketing channel is referred to as:

answer

vertical conflict

question

_____ is defined as all activities directly related to the sale of goods and services to the ultimate consumer for personal, nonbusiness use or consumption.

answer

retailing

question

The number of different varieties of fishing lures carried by the Angler's Store refers to the store's

answer

assortment depth

question

_____ shows how much the retailer makes as a percentage of sales after the cost of goods sold is subtracted

answer

gross margin

question

_____ is the retailing strategy of offering consumers very limited service and carrying a broad assortment of well-known, nationally branded "hard goods"

answer

full-line discounting

question

_____ is the most pervasive retail business in the United States. Consumers get products out of automated machines, and it accounts for billions of dollars worth of goods each year in the United States.

answer

automatic vending

question

A(n) _____ is a continuing relationship in which an individual or business grants business rights to operate or sell a product to another individual or business.

answer

franchise

question

____uses complex mathematical models to help retailers make better product mix decisions

answer

data mining

question

What is the first task of developing a retail strategy? What is involved in this task?

answer

The first of developing a retail strategy is defining the target market the prospective retailer wishes to serve. This process begins with market segmentation and a thorough knowledge of the segment targeted. Target markets in retailing are often defined on demographic, geographic, and psychographic dimensions. Different combinations of the elements in the retail marketing mix enable a retailing establishment to position itself for its particular targeting strategy.

question

Discuss the four main areas of importance in service distribution.

answer

LOOK UP

question

_____ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

answer

promotion

question

The main function of a promotional strategy is to:

answer

convince the target customers that a firms products offer competitive advantages over those of its competition

question

A ___ is defined as a unique aspect of an organization that causes target consumers to patronize that firm rather than competitors

answer

competitive advantage

question

_____ is the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes.

answer

communication

question

Interpersonal communication is:

answer

direct face-to-face communication between two or more people

question

Which of the following is NOT a disadvantage a firm using mass communication might experience?

answer

great expense on a per person exposed basis

question

The communication process itself consists of:

answer

encoding, decoding, channel, sender, and receiver

question

Encoding is:

answer

conversion of the sender's ideas and thoughts into a message

question

A Channel in communication is:

answer

any communication medium

question

For communication to be effective:

answer

marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas

question

Informative promotion is generally used:

answer

during the early stages of the product life cycle

question

The goal of persuasive promotion is to:

answer

stimulate a purchase or an action

question

The promotional mix consists of:

answer

advertising, public relations, sales promotion, personal selling, and social media

question

The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to gain public understanding is called:

answer

public relations

question

Publicity:

answer

has internal costs to the company associated with it

question

Which of the following statements about the characteristics of the elements in the promotional mix is true?

answer

important promotional ingredients tend to receive the most funding

question

____consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows

answer

sales promotion

question

The AIDA concept:

answer

is a model for reaching promotional objectives that outlines a sequential process for effective promotion

question

AIDA stands for:

answer

attention, interest, desire, action

question

The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:

answer

personal selling and persuasive advertising

question

____ is the careful coordination of all promotional activities to produce a consistent, unified message that its customer focused

answer

integrated marketing communications

question

You are the promotions director for Sunland Farm cholesterol-free eggs. Describe the steps in the communication process in your promotion campaign, using specific examples of the actions that will take place in promoting the eggs

answer

LOOK UP

question

The promotional mix is made up of a blend of five promotional tools. Name and briefly define each of these five tools.

answer

LOOK UP

question

How can advertising affect consumers?

answer

it can change negative attitudes to positive ones

question

Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?

answer

advocacy

question

Which form of advertising is designed to influence demand for a specific brand?

answer

competitive

question

An advertising campaign:

answer

extends for a defined period of time

question

A(n) _____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period.

answer

advertising objective

question

Before any creative work can begin on an advertising campaign, it is important to:

answer

determine what goals or objectives the advertising should achieve

question

DAGMAR is an acronym for:

answer

Defining Advertising Goals for Measured Advertising Results

question

Which of the following is what consumers will receive or achieve by using a product?

answer

benefit

question

In advertising, the goal is to sell the ___, not the ____ of a product

answer

benefits; attributes

question

All of the following are common types of advertising appeals EXCEPT;

answer

commitment

question

A(n)___is a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign

answer

unique selling promotion

question

_____is the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience.

answer

media planning

question

____is the cost of reaching one member of the target market

answer

cost per contact

question

_____ measures the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks.

answer

reach

question

_____is a measure of the number of times an individual is exposed to a brand message. It is used to measure the intensity of a specific medium's coverage

answer

frequency

question

A(n)____designates the medium of media to be used, the specific vehicles, and the insertion dates of the advertising

answer

media schedule

question

The main premise of _____ planning is that advertising works by influencing the brand choice of people who are ready to buy.

answer

recency

question

____is used by public relations specialists to handle the effects of unfavorable publicity

answer

crisis management

question

Which of the following statements about online sales promotions is true?

answer

Internet sales promotions are more effective and cost-efficient at generating responses than their off-line counterparts

question

List and briefly describe the four basic types of media scheduling. Give an example of a product that would be likely to use each of these types of scheduling.

answer

LOOK UP

question

Describe some specific ways that companies are using the Internet in their public relations strategies.

answer

LOOK UP

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