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125 terms

MAR Practice Exam 4

STUDY
PLAY
1. A supply chain is also called _____.
a marketing channel
2. Supply chain management systems integrate the operations of manufacturers, distribution centers, transportation intermediaries, stores, and _____.
suppliers
3. _____ is the element of supply chain management that concentrates on the movement and control of physical products.
Logistics management
5. Supply chain management adds value for customers by _____.
getting products to customers efficiently
6. A _____, which may be operated by retailers, manufacturers, or distribution specialists, is a facility for the receipt, storage, and redistribution of goods to company stores or customers.
distribution center
7. Supply chain management involves designing the supply chain, managing the relationships among supply chain partners, making information flow, making merchandise flow, and _____.
managing inventory
8. _____ is an electronic document sent by a supplier to a retailer prior to the shipment of a merchandise order.
Advanced shipping notice
9. Marketers collect sales information at the point of sale, and stored in a(n) _____ for later use in serving customers.
electronic data warehouse
10. A(n) _____ involves the computer-to-computer transmission of sales data, purchase orders, invoices, and data about returned merchandise between a retailer and its vendors.
electronic data interchange (EDI)
11. Frito Lay is an example of a company that partners with retailers by implementing a _____ system, involving taking on the responsibility of managing inventory levels at the retailers where its products are sold.
vendor-managed inventory
11. Automatic reorders for retail merchandise that are generated at the store level based on movement of product through the POS terminals when they are sold involve a(n) _____supply chain.
pull
12. In _____ a manufacturer owns the merchandise in a retail store until it is sold by the retailer, at which time the retailer pays for the merchandise, thus reducing inventory levels and generating sales.
consignment selling
13. Automatic reorders for retail merchandise that are generated at the store level based on movement of product through the POS terminals when they are sold involve a(n) _____supply chain.
pull
14. Firms that use a(n) _____ supply chain allocate merchandise to stores based on demand forecasts.
push
15. Radio frequency identification tags are:
tiny computer chips that transmit information about the contents of containers
16. When the members of a marketing channel operate using a transaction orientation to satisfy their own objectives and maximize their own profits, often at the expense of the other members, the channel operates as a(n) _____.
independent marketing channel
17. As the dominant member of the channel of distribution, Coca Cola holds a lot of power in the relationship with independent grocery stores, and as such, it performs the functions of restocking merchandise, setting up special displays and rotating merchandise. This is an example of a(n) _____.
administered vertical marketing system
18. Franchises like Subway, 7-Eleven, and Dunkin' Donuts are examples of which of the following?
Contractual vertical marketing system.
19. The international fashion retailer Zara's parent company, Inditex, owns the manufacturing plants, warehouse facilities, retail outlets, and design studios, which is an example of a(n) _____.
corporate vertical marketing system
22. The level of vertical integration of firms in a supply chain directly relates to _____, which is a major consideration for manufacturers when choosing retail partners.
channel structure
24. If Kleenex produced a new, eco-friendly personal-sized package of tissues, which it intended to get into as many retail outlets as possible, it should chose a(n) _____ distribution intensity.
intensive
26. Apparel manufacturers like Ralph Lauren would most likely use _____ distribution, since its offerings qualify as shopping goods.
selective
28. _____ are large retailers that offer a limited and irregular assortment of food and general merchandise, little service, and low prices to the general public and small businesses.
Warehouse clubs
29. Walmart, Target, and Kmart offer a broad variety of merchandise, limited service, and low prices, which would classify them as _____.
full-line discount stores
30. The Gap stores concentrate on a limited number of complementary merchandise categories and provide a high level of service, tailoring their offering toward very specific market segments. The Gap stores would therefore be classified as
specialty stores
31. Which of the following falls into the category of being a general merchandise retailer?
category specialist
32. Dollar General and Family Dollar Stores are small, full-line discount stores that offer a limited merchandise assortment at very low prices, so they would be classified as _____.
extreme value retailers
33. Which of the following would qualify as being a service retailer?
A health spa.
36. Offering live, online chat options to shoppers is a way of increasing the value of online shopping because it provides _____.
personalized customer service
37. Amazon.com uses cookies to obtain valuable insights into how and why customers shop, making it possible to provide specific product recommendations to make the shopping experience more efficient, thus increasing value by _____.
enhancing the browsing experience
39. Which of the following multichannel challenges has Patagonia overcome by emphasizing function, not fashion, in the descriptions of its products in all of its channels?
Brand image.
40. Both Walmart and JCPenney initially had separate organizations for their Internet channel but subsequently integrated them with stores and catalogs to address the _____ challenge of multichannel retailing.
integrated CRM ?
41. Home Depot hired an advertising agency to develop television ads for its grand opening in Southern Maine. The advertising agency represents which of the following components of the communication process?
transmitter
43. When designing in-store signage, retailers often develop yellow signs and shelf tags with bold lettering to catch attention. The use of visuals in this manner represents the _____ component of the communication process.
encoding
45. When Macy's does marketing research to determine whether or not it developed its advertising message so it could be clearly understood by its customers, it relates to which of the components of the communication process?
feedback loop
47. The highest level of awareness is _____.
top-of-mind awareness
49. The US Government promoted public participation in the 2010 Census during the televised Super Bowl XLIV in its efforts is to raise awareness of the when and how the Census works. This is an example of which of the following promotional elements?
advertising
52. To support the other promotional efforts, firms use _____ to generate "free" media attention.
public relations
55. _____ are used by companies to promote their offerings using mobile marketing.
Cellular telephone text messages
56. Jack set out to achieve the most highly recognized brand for janitorial services in the region, identifying the specific attributes to feature in his promotional campaign to overcome perceived parity on those attributes. He was therefore using _____ to set his IMC budget.
objective-and-task method
58. Jacob determined one of the metrics he would use to gauge the level of exposure his marketing message had with his target market was the number of times the target was exposed to his message throughout the 6 weeks of the campaign, representing its _____.
frequency
60. Google's AdWords system provides a Quality Score as a measure of _____, which indicates the usefulness of an ad message to consumers doing a Google search.
relevance
61. Which of the following is the first step in planning and executing an advertising campaign?
Identify the target market
62. It is in the _____ step of the process of developing an advertising campaign that the metrics are articulated against which advertising success or failure of the campaign is measured.
Set the advertising objectives
Which of the following is the first step in planning and executing an advertising campaign?
Set the advertising objectives
64. When introducing new products, Quaker Oats uses a _____ by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product.
push strategy
65. When a company wants to create and build brand awareness, it would use _____ advertising.
informative
68. Most advertising would qualify as:
product-focused advertising
69. The "Got Milk" campaign to encourage milk consumption is an example of _____.
institutional advertising
70. To achieve its goal of raising awareness about the need to plan and save for long-term personal financial security, Choose to Save® produced and ran a series of television and radio advertisements for broadcast on commercial stations, which is a form of:
public service advertising
73. As a means to reach large numbers of anonymous audience members, USA Today newspapers are considered to be which of the following types of media?
mass media
76. IKEA advertises throughout the year, but significantly increases its advertising during the back-to-school time frame, thus implementing a(n) _____ advertising schedule.
pulsing
79. Although they stimulate demand, allowing the direct tracing of sales, _____ have a fairly high cost relative to their redemption rate.
coupons
80. As a type of sales promotion, _____ encourage trial and reduce consumer risk, although they may negatively impact perceptions of brand value.
deals
82. When the National Association of Realtors' national awareness campaign emphasizes that realtors know how to more efficiently market a client's property than an owner can by himself, it is highlighting which of the following?
Saving time and simplify buying.
84. Salespeople who already have an established relationship with a customer will skip this step; it is not used extensively in retail settings, but it is in B2B situations.
Generate and qualify leads
85. The annual International Consumer Electronics Show (CES) in Las Vegas, is an example of a _____, which is an event attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry.
trade show
88. Although reservations can arise during each stage of the selling process, they are very likely to occur during the _____.
sales presentation
90. _____ is particularly important to the customer with relationship selling.
Follow-up
92. Salespeople who sell a manufacturer's products on an extended contract basis but are not employees of the manufacturer are known as _____.
manufacturer's reps
93. A salesperson whose primary responsibilities are identifying potential customers and engaging those customers in discussions to attempt to make a sale are called _____.
order getters
95. When Best Buy customers experience computer problems, the company offers a Geek Squad for door-to-door service or well in-store assistance. The Geek Squad fulfills the role of:
sales support personnel
99. Equal employment opportunity laws make it unlawful to discriminate against a person in hiring, promotion, or firing because of race, religion, nationality, sex, or _____.
age
100. If an insurance company encourages its salespeople to intentionally mislead potential customers about damage from flooding due to hurricane damage, who could be susceptible to legal action for the deceptive practice?
The company and the salesperson
115. Universal product codes (UPC) are used to describe products for inventory taxation purposes.
False
199. For a JIT system to be successful, the firm and its vendors must:
cooperate.
229. Supercenters--stores that combine a supermarket with a full-line discount store--are among the fastest growing food retailer formats.
True
250. Mobile marketing involves marketing to customers through wireless handheld devices such as mobile phones.
True
257. One problem facing advertisers is that consumers screen out messages that are not relevant to them.
True
275. The sales process always proceeds through each of the five steps.
False
316. A manufacturer of high-end products might consider selling products in a warehouse club if:
the manufacturer overestimated demand or has a great deal of returned merchandise from other retailers.
736. When a plumbing contractor drove up to Bill's house in a brand new Mercedes, Bill decided this person would be too high-priced even before the plumbing contractor offered his bid. Bill made the mistake of:
"judging a book by its cover."
Exxon Mobil uses a(n) _____ when it explains technical aspects of its products, such as lithium ion batteries, hydrogen technology, biofuels, and CO2 capture technologies.
informational appeal
Bowflex and Jenny Craig develop advertisements featuring celebrities to address its target market's need for self-esteem. This is an example of which of the following?
emotional appeal
HGTV and Home and Gardens magazine fall into which of the following categories of media?
Niche media
A firm whose aim is to highlight its organization as supporting cause-related marketing efforts would use _____ as the primary element of the public relations toolkit.
public service announcements
81. When UPS is adding to its fleet of planes, Boeing's sales team adds value most directly by _____, addressing technical aspects of new aircraft, as well as the economic justification for the purchase.
...
Evaluating a list of prospective customers, assessing their potential to purchase a product is called _____.
qualifying leads
A _____ is a method of prospecting where sales people telephone or go to see potential customers without appointments.
cold call
_____ is particularly important to the customer with relationship selling.
Follow-up
The planning, direction, and control of personal selling activities, including recruiting, selecting, training, motivating, compensating, and evaluating, as they apply to the sales force is part and parcel of _____.
sales management
A salesperson whose primary responsibility is to process routine orders or reorders or rebuys for products is called a(n) _____.
order takers
A desirable personal trait of good salespeople is _____, where they care about their customers, their issues, and their problems.
empathy
CPFR helps channel members to share information and collaborate more efficiently.
True
Franchising represents a popular version of a contractual vertical marketing system where:
All of these.
Today, large retailers dictate to their suppliers what should be made.
True
Isaac wants to measure the effectiveness of his company's advertising campaign. To do so, Isaac will have to assess elements of the campaign before, during, and after the campaign runs.
True
Marketing executives, by a seven to one margin, believe that salespeople are born, not made.
False
In an effort to maintain market share, a manufacturer may choose to introduce multiple line extensions in an effort to take up additional shelf space. The risk of using this strategy is that sales of new products may ________ sales of the firm's existing products.
cannibalize
If a company sets the communication budget so that the firm's share of communication expenses equals its share of the market, what IMC budgeting method is it using?
Competitive parity
63. Direct-to-consumer advertising by pharmaceutical manufacturers is an example of a highly controversial use of _____ strategies by marketers, which is criticized for diminishing the trained expertise of the doctor in the decision making process.
pull
Persuasive advertising is often used when competition:
is most intense.
When a product has gained a certain level of brand awareness, firms use ________ advertising to motivate consumers to take action.
persuasive
Brandon is in the process of qualifying leads he received from corporate headquarters. Brandon will assess:
whether or not it is worthwhile to pursue these potential customers.
42. Based on the recommendation of its advertising agency, Home Depot chose to advertise on HGTV. In this situation, HGTV was the _____ component of the communication process.
communication channel
48. The fact that a particular advertisement might not cause a consumer to make an immediate purchase is referred to as:
A lagged effect
51. Personalized e-mail marketing is an example of an online, passive form of persuasive communication, which would be classified as an example of _____.
direct marketing
55. _____ are used by companies to promote their offerings using mobile marketing.
Cellular telephone text messages
59. Nathan gauged the level of exposure to his marketing campaign using the percentage of the target population exposed at least once to his advertisement, representing its
reach
64. When introducing new products, Quaker Oats uses a _____ by offering retailers discounts on the products along with point-of-purchase displays to motivate them to highlight the product.
push strategy
65. When a company wants to create and build brand awareness, it would use _____ advertising.
informative
66. After gaining the desired level of awareness, firms would typically move to producing _____ advertising to motivate consumers to action.
persuasive
69. The "Got Milk" campaign to encourage milk consumption is an example of _____.
institutional advertising
75. Coppertone uses a(n) _____ advertising schedule, where it advertises heavily in the months leading up to and during the summer, with no advertising after the season ends.
flighting
77. Which of the following is the primary enforcement agency for most mass media advertising?
The Federal Trade Commission
78. A firm whose aim is to highlight its organization as supporting cause-related marketing efforts would use _____ as the primary element of the public relations toolkit.
public service announcements
82. When the National Association of Realtors' national awareness campaign emphasizes that realtors know how to more efficiently market a client's property than an owner can by himself, it is highlighting which of the following?
Saving time and simplify buying.
84. Salespeople who already have an established relationship with a customer will skip this step; it is not used extensively in retail settings, but it is in B2B situations.
Generate and qualify leads
89. The _____ step in the selling process is often stressful for salespeople, since one of the possible outcomes is that the salesperson goes away empty-handed.
closing the sale
97. Which of the following is a form of salesperson compensation whereby payment is based on sales volume or profitability?
Commission
99. Equal employment opportunity laws make it unlawful to discriminate against a person in hiring, promotion, or firing because of race, religion, nationality, sex, or _____.
age
104. Logistics management concentrates on control of retail sales in the supply chain.
False
170. Radio frequency identification tags are:
tiny computer chips that transmit information about a container's contents.
225. Retailers who advertise that they sell at wholesale prices are wholesalers.
False
246. If the marketing communication has piqued the interest of its target market, the goal of subsequent IMC messages should be to move the consumer from "I want it" to "I like it."
False
267. The primary federal agencies that regulate advertising activities in the United States are the DOD, DOE, and WTO.
False
272. One of the benefits of careers in sales is flexibility in scheduling.
True
323. If you're a manufacturer, and you want to showcase your product in a store that has a narrow but deep selection of merchandise and where sales associates can assist customers with their selections, you'd likely choose:
a specialty store.
468. Marketers use corporate blogs to:
create positive word of mouth, build customer loyalty, gather feedback, and respond directly to customers.
533. Neville is trying to create an advertising message that tells consumers how his company's cell, pager, instant messaging, and Internet services differ from other alternatives in the market. Neville is trying to create a(n):
unique selling proposition.
671. After the advertiser has decided on the message, type of ad, and appeal, their attention now shifts to:
creation of the advertisement.
803. A salesperson's compensation can be made up of some combination of salary, commission, and _____, which are payments made at a manager's discretion when the salesperson achieves certain goals.
bonuses
20. To create strong partnering relationships, supply chain members must develop mutual trust, openly communicate, have compatible goals, recognize the benefits of interdependence, and _____.
willingly invest in each other's success
23. As a high-end cosmetics manufacturer, Estée Lauder would not choose to sell to CVS or Dollar General due to _____.
customer expectations
25. Cosmetics firms such as Estée Lauder use _____ to limit sales to a few select, higher-end retailers in each region, because selling its products to drugstores, full-line discount stores, and grocery stores would weaken their image.
exclusive distribution