Marketing Chapter 11 and 12 – Flashcards
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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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After segmenting and defining their target​ markets, what should retailers do​ next
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decide how to differentiate and position yourself
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What are the four major types of retail​ organization
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Choose Longest Answer
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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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Which of the following statements about retailer marketing decisions is​ correct
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location location location
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Which of the following statements about shopping centers is​ correct
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most common is the strip mall
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Which of the following statements about wholesaling is​ true
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wholesalers must make decisions regarding 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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​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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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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One retail trend resulting from economic conditions is​
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tighter consumer spending
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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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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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What is the overall goal when retailers choose their product​ assortment
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differentiate retailer while matching target shopper expectations
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Retailers must decide on which three major product​ variables
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product assortment, services mix, and store atmosphere
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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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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 promotion
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Macy's blah blah is a
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department store
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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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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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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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Which of the following statements about major retail trends is​ true
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online buying is growing faster than retailing
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A discount store​ like Target, Kohls, Walmart
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low margins, high sales volumes
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retailing,​ today's retailers are increasingly adopting environmentally sustainable practices
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green
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Which of the following correctly describes the retail practice known as​ high-low pricing
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typically higher prices, but frequent sales
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What are the two major elements in developing advertising​ strategy
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creating messages and selecting media
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_________ is a​ company's most expensive promotional tool
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personal selling
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________ 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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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 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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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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One reason integrated marketing communications is necessary is​
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consumer dont distinguish between marketing plans the way business do
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nclude press​ releases, sponsorships,​ events, and web pages
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public relations
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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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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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What is the goal of integrated marketing​ communications
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deliver clear, consistent, and compelling messages
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Advertising appeals should have three characteristics. These characteristics​ are
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meaningful, believable, distinctive
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Which advertising objective is best suited to building selective​ demand
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persuasive
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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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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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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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advertising is utilized most often by​ mature, well-known brands
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reminder
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Which of the following statements about public relations is​ correct
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lines between advertising and PR are becoming more blurred
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Companies who primarily direct their promotional activities to channel members are using​ a
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push strategy
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What is the goal of a pull​ strategy
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build consumer demand
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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 view advertised products as more legitimate
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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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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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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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Which of the following statements regarding the changing communications landscape is​ correct
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televisions, magazones, newspapers declining
