Marketing Chapter 15-18 Review Questions – Flashcards
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Retailing is best characterized as
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transactions in which the buyer intends to consume the product through personal, family, or household use.
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Compared with other types of retailers, department stores compete mainly on the basis of
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customer services.
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A small self-service store that is open long hours and carries a narrow product assortment in convenient locations is best described as a
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convenience store.
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Category killers compete primarily on the basis of
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low prices and enormous product availability.
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Greg chooses to locate his hunting equipment store away from the main part of town so that he can have a large parking lot and an outdoor range on which customers can test out his merchandise. Greg's store is
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a freestanding structure.
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The coordination of promotional efforts for maximum informational and persuasive impact defines
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integrated marketing communications.
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The process of putting one's thoughts (meaning) into signs (symbols) is called
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the coding process.
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During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for Cook and Lake counties. Such an occurrence is an example of ____ in the communication process.
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noise
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When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using
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cause-related marketing.
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Advertising, personal selling, sales promotion, and public relations are called
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promotion mix ingredients.
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Advertising that promotes organizational images or ideas is ____ advertising.
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institutional
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A television advertisement showing the safety features of the Volvo Cross-County wagon would best be classified as which of the following?
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Product advertising
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Troy Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ____ advertising.
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competitive
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The target audience for an advertising campaign is the
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people toward whom the advertisements are directed.
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Danielle Robinson, account representative for Expert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home decorating magazines to achieve an increase of 15 percent in consumer and builder inquiries. This approach is an example of which of the following methods of determining advertising expenditure levels?
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Objective-and-task
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Personal selling tries to achieve three general goals: finding prospects, convincing prospects to buy, and
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keeping customers satisfied.
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The first step in the selling process is
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prospecting.
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During the personal selling process, a salesperson should, if possible, handle objections when
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they arise.
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Which of the following sales compensation plans seems to work best for new salespeople?
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Straight salary
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Frequent-user incentives, demonstrations, and point-of-purchase displays are all examples of sales promotion techniques most likely to be used
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by retailers.
