marketing 431 quiz 10

question

Because of high ___________ retailers with low profit margins can still be attractive businesses?
answer

Inventory turnover
question

Which of the market structures best describes the current state of retailing in the United States?
answer

Highly concentrated
question

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?
answer

The wheel of retailing
question

The basic elements of store architecture are pretty much the same today as they were 200 years ago.
answer

‘True’.
question

It is impractical to sell expensive products such as electronics or cosmetics through vending machines.
answer

False’.
question

Which of the approaches to developing a promotions budget is theoretically the best one to use?
answer

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?
answer

Tell the person what you want them to do.
question

The PUSH approach to promotion…
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Focuses on getting members of the distribution channel to support the product
question

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?
answer

Channel of communication
question

The reason integrated marketing communications campaigns are so powerful is that?
answer

These are all reasons why integrated marketing communications can be so powerful
question

Telemarketing is an inexpensive retail format for relationship marketing.
answer

False’.
question

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 ____________?
answer

The retail life cycle
question

A ____________ is a retail concept where, typically a smaller retailer provides highly personalized service through a single retail outlet?
answer

Independent store
question

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?
answer

Feedback
question

The PULL approach to promotion…
answer

Focuses on creating consumer demand for the product.
question

______________ is all of the communication to support the marketing program.
answer

Promotion
question

Which of the following statements about the AIDA model of persuasive communication is TRUE?
answer

This is a sequential process; all persuasive messages have to go through the four stages.
question

Which of the following forms of promotion is the most influential?
answer

Word of mouth
question

Which theory of retail evolution proposes that new retail concepts emerge, become popular, are widely imitated and then fade away?
answer

The retail life cycle
question

____________ is an example of a retailer whose merchandise mix is both wide and deep?
answer

Amazon
question

Why is it important for a marketer to know the ownership structure of a retail store?
answer

Because the ownership structure determines who you need to approach in order to sell to the store.
question

Because of high ___________ retailers with low profit margins can still be attractive businesses?
answer

Inventory turnover
question

Which element of the promotional mix typically compromises the smallest part of the promotions budget?
answer

Public relations
question

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?
answer

Response
question

Which promotional role might be most appropriate for a product in the introductory stage of the product life cycle?
answer

Inform
question

Direct mail, catalog sales and vending machines are all examples of?
answer

Non-store retailing
question

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 ____________?
answer

The wheel of retailing
question

Which element of the promotional mix usually compromises the largest part of the promotions budget?
answer

Sales promotion
question

Every business will use a different combination of promotional tools. The actual tools selected will depend on?
answer

Actually, it depends on all of these.
question

Which promotional role might be most appropriate for a product in the post-purchase behavior stage of the consumer buying process?
answer

Build Relationships
question

Which promotional role might be most appropriate for a product in the decline stage of the product life cycle?
answer

This is a trick question – a company is unlikely to spend money on promotion when a product is in the decline stage.
question

Which of the following is NOT one of the four roles for promotion?
answer

Positioning
question

Retailers attempt to make the shopping experience fun because people put a different value on the products they buy when they are having fun.
answer

‘True’.
question

Two recent trends in retailing, television shopping channels and online selling are examples of?
answer

Nonstore retailing
question

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?
answer

Response
question

Which theory of retail evolution proposes that new retail concepts emerge, become popular, are widely imitated and then fade away?
answer

The retail life cycle
question

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?
answer

Get the person’s attention
question

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?
answer

Noise
question

People prefer to shop for groceries near to where they live.
answer

‘True’.
question

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?
answer

Narrow and shallow
question

One way groups of independent businesses can compete with large retail chains is to form a _______________?
answer

Vertical marketing system
question

For stores selling luxury products, it is important for customers to be able to see the prices of the merchandise when browsing.
answer

False’.
question

Which of these is an example of noise as it applies to the basic communication model?
answer

All of these are examples of noise in the basic communication model
question

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?
answer

Encoded, decoded
question

When is the best time to establish a metric to measure the performance of a promotion?
answer

Public relations
question

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?
answer

Technology
question

For discount stores, it is important for customers to be able to see the prices of the merchandise when browsing.
answer

True’.
question

Entertainment retailing recognizes that in addition to satisfying needs through purchasing products, for many people, shopping is?
answer

Shopping is all of these.
question

Which of these is a question you should be asking when establishing the objective for a promotional campaign?
answer

Who is the target audience?
question

Which element of the promotional mix usually compromises the largest part of the promotions budget?
answer

Sales promotion
question

When sending and receiving information, a ________ is a method of encoding information?
answer

Cue
question

A ____________ is a retail concept where two or more stores are owned and operated by the same company?
answer

Corporate Chain
question

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?
answer

There is not a direct link between promotion expenditures and sales performance
question

Which of the following is NOT a component of the promotional mix?
answer

Packaging
question

Which of the following forms of promotion gives marketers the greatest degree of control over the message?
answer

Advertising
question

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 ____________?
answer

The retail life cycle
question

____________ is an example of a retailer whose merchandise mix is both wide and deep?
answer

Amazon
question

_______________ is the process of selling goods and services to individuals for their personal use?
answer

Retailing
question

the basic elements of store architecture are pretty much the same today as they were 200 years ago.
answer

true
question

What do we mean when we speak of the richness of an information channel?
answer

The number of different information cues the cannel can carry.

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