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MKT 3013 Exam 3
Terms in this set (114)
The benefits of direct and digital marketing for buyers are that they are
easy, convenient, and private
Which of the following describes the activates that play an important role in connecting brands to consumers in the final phases of the buying process?
Focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale is known as
Social shopping retailing
Successful retailers of the future must adopt which type of buying experience that is both seamless and integrates multiple types of media?
Lower margins and higher sales volume
A discount store (for example, Target, Kohl's, or Walmart) sells standard merchandise at lower prices. To do this, discount stores accept which of the following two conditions?
Best Buy, Home Depot, Petco, and Bed Bath & Beyond, which are actually giant specialty stores characterized by immense size and deep assortments of merchandise, are sometimes called
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
Which of the following represents the four major classifications of retail organizations?
Corporate chains, voluntary chains, retailer cooperatives, and franchise organizations
Which of the following is TRUE regarding omni-channel buyers?
They shift easily across online and in-store channels.
The massive shift in how and where people buy calls for
massive shifts in how store retailers operate
What does the phrase "omni-channel buying calls for omni-channel retailing" imply for retailers?
Retailers should integrate all available shopping channels and devices into a seamless customer shopping experience.
After segmenting and defining their target markets, retailers must then
decide how they will differentiate and position themselves
Retailers must decide on which three major product variables?
Product assortment, services mix, and store atmosphere
What is the overall goal when retailers choose their product assortment?
Differentiate the retailer while matching target shoppers' expectations
Which of the following makes up the retail marketing mix?
Product and services assortment, price, promotion, and location
____________________ is a retailing technique of carefully orchestrating the store's layout and displays, background music, colors, and smells.
Macy's, Kohl's, and JCPenney practice a retailing pricing strategy called "high-low pricing." Which of the following correctly describes high-low pricing?
The retailer charges higher prices on an everyday basis, coupled with frequent sales and other price promotions.
Which of the following statements about retailer marketing decisions is correct?
Retailers identify three critical factors for retail success: location, location, and location.
The Great Recession of 2008-2009 had a profound effect on the economy and consumers. Of the following, which represents one of the major consumer trends resulting from the Great Recession?
It turned free-spending consumers into value-seeking ones.
Which of the following retail trends is making differentiation more difficult?
Which of the following does NOT represent one of the major trends and developments in retailing?
Which of the following types of wholesalers are Independently owned businesses that take title to all merchandise handled?
Which of the following statements about wholesaling is true?
Wholesalers must make decisions regarding their marketing mix.
Progressive wholesalers recognize that their only reason for existing is to _____________
selling and promoting
By performing the channel function of ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost.
Which of the following accurately describes a company's efforts to engage customers, persuasively communicate customer value, and build customer relationships?
Press releases, sponsorships, events, and web pages are promotional tools used in
Direct and digital marketing
uses tools that engage directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
Which of the following uses promotional tools such as presentations, trade shows, and incentive programs to engage customers, make sales, and build customer relationships?
direct and digital marketing
Catalogs, online and social media, and mobile marketing are some of the specific promotional tools used in
The goal of integrated marketing communications is to
deliver clear, consistent, and compelling messages about the organization and its brands
In place of traditional media, marketers are using __________________________ to engage smaller customer segments with more personalized, interactive content.
a broad selection of more specialized and highly targeted media
What potential risk do marketers incur by using richer but more fragmented media and promotional mixes?
A communications hodgepodge for consumers
In which of the following does a producer direct marketing activities (primarily personal selling and trade promotion) toward channel members?
A push strategy
direct(s) its marketing activities (primarily advertising, consumer promotion, and direct and digital media) toward final consumers to induce them to buy the product.
The goal of a push strategy is to
induce channel members to carry and promote the product
Marketers now have a richer mix of media and content approaches with consumers being bombarded by many brand messages. The result is that
consumers don't distinguish between content sources the way marketers do.
advertising is the type of advertising objective used when attempting to build brand preference and prompting customers to purchase now.
Which advertising objective is best suited to maintaining customer relationships and for more mature products?
What is the goal of advertising?
To help move consumers through the buying process
Which of the following accurately represents the three characteristics of advertising appeals?
To be meaningful, to be believable, and to be distinctive
What are the two major elements in developing advertising strategy?
Creating advertising messages and selecting advertising media
Which of the statements is TRUE regarding media and message decisions?
Media and message decisions should be closely coordinated.
Advertising decisions involve multiple steps culminating in the measurement of the sales effects of advertising or brand content. Which of the following considers return on investment?
Which of the following statements about public relations is correct?
The lines between advertising and public relations are becoming more blurred.
is used to build and maintain national or local community relationships and is one of the functions of public relations.
Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations function?
Which of the following statements is TRUE about public relations and a company's overall integrated marketing communications efforts?
PR should be blended smoothly with promotion activities.
Which of the following statements about personal selling is correct?
Salespeople are often the only direct contact with a customer.
What characteristics are possessed by the best salespeople?
the best salespeople are the ones who work closely with customers for mutual gain.
Personal selling can be more effective than advertising in complex selling situations because it is
As companies become more market-centered, a customer-focused sales force _______
works to produce both customer satisfaction and company profit
GE Healthcare employs different sales forces for diagnostic imaging, life sciences, and integrated IT products and services. GE Healthcare has adopted a ______ sales force structure.
Justin, Inc., a U.S.-based watch manufacturer, sells its products in China, Russia, France, and India. To manage sales, Justin appoints a number of sales representatives to each location. Justin has adopted a ________ sales force structure.
The first decision a manager must make in sales force management is
designing sales force strategy and structure
The four elements of a compensation plan for salespeople are
A fixed amount, a variable amount, expenses, and fringe benefits
After recruiting and selecting salespeople, what is the next major step in sales force management?
More than a territory, compensation, and training, new salespeople need
supervision and motivation
To set its sales force size, a company can first group accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the ______ approach
fastest-growing sales trend today is
At which step in the personal selling process does a salesperson meet the customer for the first time?
What is the final step in the seven-step personal selling process?
After the presentation and demonstration step in the sales process, a salesperson should next be prepared to
The seven-step selling process takes a __________ approach to selling. In other words, its aim is to help salespeople close a specific sale with a customer.
Most companies today want their salespeople to _______, which means demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company.
practice value selling
During the presentation step in the personal selling process, the salesperson
tells the buyer a "value story"
It's time for the Super Bowl, and the end-of-the-aisle displays at the supermarket feature chips, dips, and soft drinks. What type of sales promotion tool is this?
Which of the following are used to generate business leads, stimulate purchases, reward customers, and motivate salespeople?
One consumer promotion tool is _______, which are goods offered either free or at low cost as an incentive to buy a product.
Which of the following are common trade promotion tools?
Discounts, free goods, allowances, and free advertising specialty items
Which consumer promotion tool is like coupons, except that the price reduction occurs after the purchase rather than at the retail outlet?
Which of the following statements about sales promotions is correct?
The heavy use of sales promotions has resulted in promotion clutter.
Which form of marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
Direct and digital marketing
Which of the following statements is correct regarding sellers and their use of direct and digital marketing?
Sellers have opportunities to engage in real-time marketing.
What event or circumstance has made mobile marketing a must for most brands?
Widespread adoption of mobile devices
Which of the following represent the newer tools of digital direct marketing?
Online marketing, social media marketing, and mobile marketing
Websites, online advertising, email, online video, and blogs are all forms
Which of the following is a form of traditional direct marketing?
Which of the following is correct regarding the forms of direct and digital marketing?
New digital and the more traditional forms of direct marketing must be blended and integrated
Companies like Amazon and Expedia.com that sell products and services directly to final buyers over the Internet are known as
The primary purpose of _________ websites is to do more than just sell products or move them closer to a direct purchase.
Geico's website is designed to quickly turn an inquiry into a sale. Geico has designed a(n) ______ website
Which of the following is described as "always on" and is a large component of the digital advertising mix?
permission-based email marketing
means sending email pitches only to customers who "opt in."
The digital version of word-of-mouth marketing that involves creating videos, ads, and other marketing content that is so infectious that customers will seek them out or pass them along to their friends is called
Which of the following statements about blogs is correct?
Blogs can be difficult for the company to control.
Social media are ideal for participating in customer conversations and listening to customer feedback because they are
Which of the following is used to engage customers anywhere, anytime during the buying and relationship-building processes?
biggest advantage of social media.
Engagement and social sharing capabilities
Consumers may receive an e-mail, supposedly from their bank or credit card company, saying that their account's security has been compromised. The sender asks consumers to log on to a provided Web address and confirm their account and other personal information and then steals this private information. This is a fraudulent practice called
Invasion of privacy
toughest public policy issue now confronting the direct marketing industry.
involves sending an offer, announcement, reminder, or other item to a person at a particular address.
A form of television marketing which persuasively describes a product and give customers a toll-free number or an online site for ordering is known as
Which of the following describes layers of intermediaries performing some of the work to bring the product and its ownership closer to the final buyer?
Of the following, which most closely describes the method by which companies engage and create benefits for their customers?
Value delivery network
Many vital and key functions are performed by marketing channels. Of the following, which is NOT one of those key functions?
Manufacturing and assembly
Which of the following is a reason that producers use marketing channels and channel intermediaries?
Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.
Which of the following indicates the length of a channel?
The number of intermediary levels in the channel
A(n) _____ consists of producers, wholesalers, and retailers acting as a unified system.
vertical marketing system
Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this represent?
Sherwin-Williams sells its paint and other branded products exclusively through company-owned retail stores. Sherwin-Williams has established a(n)
In which of the following is vertical conflict, conflict between different levels of the same channel, common?
example of horizontal channel conflict.
Subaru dealer complaining that another Subaru dealer is advertising in its territory
Companies such as Breitling watches and Pandora charm bracelets use which of the following types of distribution strategy?
first step in marketing channel design.
Analyzing consumer needs
Companies today see channel members as ______________ and practice strong partner relationship management
Partner relationship management
software systems enable companies to coordinate their whole-channel marketing efforts.
Supply chain management
entails managing upstream and downstream value-added flows of materials, final goods, and related information among suppliers, the company, resellers, and final consumers.
The goal of logistics is to provide a targeted level of service at the least or lowest possible cost. To achieve this goal, which of the following are logistical functional areas?
Warehousing, inventory management, transportation, and logistics information management
One of the primary advantages of marketing logistics is
potentially high cost savings and improved customer satisfaction
Marketing logistics addresses not only outbound logistics but also inbound logistics and reverse logistics, which means it
involves the entire supply chain management
Which of the following recognizes that improved logistics mandates teamwork across the company and the entire supply chain?
Integrated supply chain management
Which of the following represents a new trend in logistics to save costs, increase efficiencies, and gain faster and more effective access to global markets?
Outsourcing logistics functions
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