MKTG SP 16 Mini Test 9

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Service
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When it comes to retail, the price-value heuristic means that when you are in a store that has what you perceive to be high prices; you would expect to receive exceptional ________?
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The wheel of retailing
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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 ____________?
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True
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The basic elements of store architecture are pretty much the same today as they were 200 years ago.
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Scrambled merchandising
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_______________ refers to an approach to merchandising where a retailer may carry products unrelated to its primary lines of merchandise in order to meet the needs of its target market?
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Push
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Sanjeev was opening a new shrimp farm in Louisiana. Shrimp is the number one selling seafood in the United States and he felt that growing demand for shrimp would allow a new business to succeed. In order to find customers for his product, he sent samples of his 16 ounce package to the seafood buyers of the 15 largest grocery store chains. Along with the sample was an offer for 50% off the wholesale cost of shrimp for the first order. Sanjeev was using a ______ promotion strategy?
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All of these are examples of noise in the basic communication model
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Which of these is an example of noise as it applies to the basic communication model?
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This is a trick question – a company is unlikely to spend money on promotion when a product is in the decline stage.
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Which promotional role might be most appropriate for a product in the decline stage of the product life cycle?
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Cue
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When sending and receiving information, a ________ is a method of encoding information?
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Narrow and shallow
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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?
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The wheel of retailing
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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?
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False
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Telemarketing is an inexpensive retail format for relationship marketing.
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True
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People prefer to shop for groceries near to where they live.
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Tell the person what you want them to do.
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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?
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Packaging
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Which of the following is NOT a component of the promotional mix?
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Advertising
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Selah has taken over as brand manager for a line of chewing gum. The product is very inexpensive and people treat it as an impulse purchase. Her primary promotional objective is to remind consumers that the product exists so that they will be likely to pick it up the next time they are in the mood for gum. This product appeals to virtually everybody and they have an intensive distribution strategy. Which promotional tool might work best as the primary tool in this situation?
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Get the person’s attention
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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 FIRST thing you have to do is?
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Inform
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Which promotional role might be most appropriate for a product in the introductory stage of the product life cycle?
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Retailing
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_______________ is the process of selling goods and services to individuals for their personal use?
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Corporate Chain
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A ____________ is a retail concept where two or more stores are owned and operated by the same company?
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Vertical marketing system
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One way groups of independent businesses can compete with large retail chains is to form a _______________?
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Full service
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Bruce went shopping at the Hermes store in New York City. This is a very high end fashion store. When he entered the store, an associate asked him what he was looking for. She then escorted Bruce to the neckwear department and had him sit (with a cup of coffee) while she brought out a selection of neckties she thought he might like. After Bruce paid for the neckties, the store had the packages shipped to Bruce’s hotel. This is an example of _____________ retailing?
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Percentage of sales
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Which of these approaches to establishing a promotions budget is the one most commonly used in business?
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Objective-task
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Which of the approaches to developing a promotions budget is theoretically the best one to use?
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Positioning
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Which of the following is NOT one of the four roles for promotion?
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Focuses on creating consumer demand for the product.
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The PULL approach to promotion…
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Highly concentrated
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Which of the market structures best describes the current state of retailing in the United States?
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Nonstore retailing
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Two recent trends in retailing, television shopping channels and online selling are examples of?
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Build Relationships
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Which promotional role might be most appropriate for a product in the post-purchase behavior stage of the consumer buying process?
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Self-service
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Allen had lunch at the Automat. This is a trendy new restaurant where the customer selects ready-made sandwiches, soups, salads, desserts, and drinks from little compartments along a wall. He then places the selections on a tray, takes it to the check out section, scans each item, and pays for it with a debit card before going into the dining area to eat. There is a crew of cooks who replace the items people select from the other side of the wall. This is an example of _____________ retailing?
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wide and deep
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Merchandise assortments can be described in terms of breadth and depth. How would you classify Home depot – a large retailer that carries hundreds of fasteners such as nails and screws, as well as lines of lumber, paint, plants, tools, and appliances?
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At the time the promotion objective is established
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When is the best time to establish a metric to measure the performance of a promotion?
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There is not a direct link between promotion expenditures and sales performance
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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?
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In order to stimulate emotions with advertising, you need an information rich medium such as television.
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What is the relationship between the richness of an information channel and the ability to stimulate emotions?
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Advertising
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Which of the following forms of promotion gives marketers the greatest degree of control over the message?
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Atmospherics
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Many retailers play holiday music in the background and scent the air with cinnamon and peppermint to help shoppers get ‘in the mood’ when they are doing their Winter holiday shopping. This is an example of using __________ to implement a store positioning strategy?
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Independent store
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A ____________ is a retail concept where, typically a smaller retailer provides highly personalized service through a single retail outlet?
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Word of mouth
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Which of the following forms of promotion is the most influential?
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Pull
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Sanjeev was opening a new shrimp farm in Louisiana. Shrimp is the number one selling seafood in the United States and he felt that growing demand would allow a new business to succeed. In order to convince the buyer at Winn Dixie grocery stores to carry his product, he ran coupons in the local newspaper where Winn Dixie had stores offering customers a free 16 ounce bag of frozen shrimp. These customers would bring the coupon into the store and ask for the product. Sanjeev was using a _______ promotion strategy?
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Feedback
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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?
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Technology
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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?
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Public relations
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Which element of the promotional mix typically compromises the smallest part of the promotions budget?
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All you can afford
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Irene wanted to start a Juice drink business in San Mateo. She felt that in order to build the traffic she needed to make the store successful, she should develop an integrated marketing communications program that included outdoor advertising on billboards near to her store, coupons printed in the local shopper newspaper, radio advertisements during afternoon drive time and on weekends, television ads on the food network using her local cable operator and a couple of giant helium balloons flying over her shop for the grand opening. Because she didn’t have the $175,000 to pay for the entire campaign, she decided to buy a couple of giant helium balloons for $500 and to do the rest of the things after the shop opened and she had some cash flow coming in. This is an example of the ______________ approach to setting the promotion budget?
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True
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For discount stores, it is important for customers to be able to see the prices of the merchandise when browsing.
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Amazon
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____________ is an example of a retailer whose merchandise mix is both wide and deep?
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The retail life cycle
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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 ____________?
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True
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Retailers attempt to make the shopping experience fun because people put a different value on the products they buy when they are having fun.
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Actually, it depends on all of these.
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Every business will use a different combination of promotional tools. The actual tools selected will depend on?
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Promotion
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______________ is all of the communication to support the marketing program.
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The retail life cycle
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Which theory of retail evolution proposes that new retail concepts emerge, become popular, are widely imitated and then fade away?
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Shopping is all of these.
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Entertainment retailing recognizes that in addition to satisfying needs through purchasing products, for many people, shopping is?
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Face to face conversations
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Which of the following media is the richest information channel?
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Channel of communication
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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?
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These are all reasons why integrated marketing communications can be so powerful
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The reason integrated marketing communications campaigns are so powerful is that?

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