Marketing Exam 2 7-13

Which promotional tool is used in the

advertising element of the promotion mix?

Social Media

Mr. Collins is a professor of marketing at the local university. In the student orientation program, he

addressed the first-year students regarding the advantages of taking marketing as a major course and

how marketing would benefit the students personally. What type of advertising did Mr. Collins use for

his field of study?

persuasive advertising

_____ is best defined as the dissemination of information, often by television, to a fairly small, select

audience that is defined by its shared values, preferences, or demographic attributes.

Narrowcasting

Vitamin Water is sponsoring a flag football game between two local schools in Chicago. The game will

be shown on television and viewed by many. The company's logo will be shown as a banner on the TV

announcers' broadcast table and the announcers will have Vitamin Water drinks in front of them. What

promotion technique is Vitamin Water using in this case?

product placement

Marketers at a vitamin company are distributing free samples of its newest line of vitamin-enhanced

fruit chews. The company hopes that the strategy will result in an increase in sales if the sample is a hit.

Which promotion mix element is the company using in this case?

sales promotion

Which statement is true of the objective-and-task approach to promotion budgeting?

It estimates the cost of each task involved in promotion

Which marketing metric measures the percentage of the target market that has been exposed to a

promotional message at least once during a specific time period?

Reach

Annual reports, speeches, blogs, and brochures are tools used in which promotional strategy?

Public Relations

The process of building a trusting relationship with a customer over a long period of time is referred to

as...

Relationship Selling

One of the biggest challenges involved with personal selling is...

Having to deal with the high cost of sales calls.

Keely, a salesperson for a roofing materials company, has worked with her top client, Sheridan Homes,

for years. She handles all their orders and resolves issues as they come up. A few times, Keely has

even served as a consultant to Sheridan Homes when they needed materials to produce a specialized

project. Keely is involved in

Relationship selling

Reggie is responsible for securing new distribution channel outlets within his territory. Reggie is a(n)

channel sales representative.

Which step in the personal-selling process takes place in advance of the sale?

Prospecting

In the B2B selling environment, purchases are...

based on a request for proposal

What makes the demand for a product increase in a derived demand situation?

The increase in demand for a related product

A _____ occurs when an accounting firm routinely buys the same copy paper for all its copy machines.

straight rebuy

In the analytics-based application known as _____, a company can identify customer traits that predict

purchase likelihood.

lead scoring

One of the primary goals of social selling is to

engage customers

Susanna is a salesperson in an industrial linen supply firm. After seeing her sales decline dramatically

during the recent recession, she begins connecting with new prospects through her LinkedIn account.

By establishing relationships with others in the hospitality industry, Susanna is engaging in

social selling

What was the survey response of sales and marketing executives when asked if their salespeople have

lied on a sales call?

Respondents think that more than half of their sales force have lied on a sales call.

As it pertains to supply chains, what part of the supply chain

only moves upstream?

financial resources

A firm that uses a push supply-chain strategy is most likely to

manufacture products before it receives any orders for those products.

One of the advantages of using a hybrid strategy is that

companies can achieve economies of scale in purchasing, while engineering flexibility into manufacturing.

A firm that has a ________ orientation will consider upstream and downstream flows of goods,

services, finances, and information across the supply chain as activities it would be involved in, even

though they may be performed by other companies.

supply chain

Birtwell Electronics supplies computer chips and components to Future Tech in its manufacture of

computers and hand-held devices. Birtwell is responsible for replenishing Future Tech's component

and work-in-process inventory as it is needed. Birtwell decided how much inventory to produce and

when to have it delivered. This is a process called...

Vendor-managed inventory

Owen is a middle-level manager at an apparel manufacturing company. He is in charge of sourcing raw materials from suppliers. Owen posts details of the required materials on the firm's extranet portal, and suppliers respond to this with their bids. Owen selects the best offer and sends the supplier a confirmation for procuring the raw materials along with the expected date of delivery. This confirmation is referred to as a(n)

Purchase order

As it pertains to transportation, ________ refers to a carrier's ability to provide service from the source of the shipment to its destination.

accessibility

What is the biggest disadvantage of shipping freight by water?

slow speed

Family Fun is a chain of toy stores across the United States that specializes in selling board games. The chain decides to offer a limited-period volume discount on its products for online customers. As a result, Family fun sells all of its discounted products and receives orders for more products than it has in its inventory. This scenario exemplifies what concept?

stockout

Advance Technologies is a firm that specializes in manufacturing automobile components. It uses software-controlled robots to help in the manufacturing process. Minute defects are detected by an

inspection system that has infrared capabilities. The system can only be activated through a biometric login to which only permanent employees have access. In the event that the biometric system fails,

employees can use their identity cards to activate the system. All the data from the manufacturing process including use of the inspection system, employees' details, and inventory details are stored and made accessible to supervisors and the management by a software program called Respond. In this scenario, what would best be described as an enterprise resource planning system?

The Respond software program

Decisions regarding ________ are one of the most important strategic decisions a firm faces because this element reflects the value the product delivers to consumers as well as the value the product

pricing

In order to maximize profits, marketers must make strategic trade-offs between

volume and price

Lucy is in the process of setting prices. She finished analyzing the competitive price environment. According to the price-setting process, what should be Lucy's immediate next step?

choose a price

Anton's landlord has included a clause in the rental contract that makes it possible for him to increase Anton's monthly rent if taxes on the property go up. This is a(n) _______ clause

escalator

The owner of a home furnishings store has decided to price the three types of mirrors it sells at $24.99, $49.99, and $69.99. From this information, we can say that the owner is pursuing a(n) ________ pricing strategy.

odd

A camera store is moving to a new location and wants to sell as much inventory as possible before moving. It decides to advertise its top-selling digital camera for $900, stating that it originally sold for $1150. However, the original price was $850. This store is practicing

deceptive pricing

Tariffs are ________ on imports and exports between countries

taxes

The term gray market is best described as

Taking branded products and selling them through legal but unauthorized distribution channels.

Which statement is true regarding the influence of technology on pricing?

Technology has helped to shift the balance of power from companies to customers.

Dairy Delite is an ice-cream shop located in the upper Midwest. Its marketing strategy from the month of October to March is "buy a large sundae, get one free." Which term best describes the strategy applied by Dairy Delite?

seasonal discounts

Celebration is a store that sells gift items and greeting cards to locals as well as tourists to the area. Celebration can be classified as a(n)

retailer

Level of ________ refers to the amount of care and attention the retailer provides the consumer.

service

he most common retail format would be classified as ________ retailers

limited service

Over the Top is a fashion accessory store that carries jewelry, hats, scarves, purses, and bags. The overall selection of merchandise that Over the Top offers is referred to as its

assortment

Stores like Costco and Sam's Club that charge shoppers an annual fee and offer merchandise in bulk

quantities at deeply discounted prices are classified as

warehouse clubs

When a shopper has the Home Depot app on their phone and they visit a Home Depot store, the app will make product suggestions and show a map of the store. This is

geofencing

The retailing practice of integrating customer experiences across the physical and online channels is referred to as

omnichannel retailing

When Hasan walked into the music store, he was surprised by the changing colors of the displays and the music that played over the speakers. These are elements of the store's

atmospheric

An unplanned business district is a type of retail location where

wo or more stores are situated together or in close proximity without central planning.

Which is the most impersonal form of retailing?

automated vending