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44 Cards in this Set
- Front
- Back
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Shoplifting, sweethearting, and retail "borrowing" are all problems that contribute to _____. A. off-price retailing B. shrinkage C. pyramid schemes D. understored trade areas E. pop-up retailing |
B. shrinkage |
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Blogs, wikis, and virtual worlds are all examples of _____. A. traditional media B. social media C. virtual worlds D. review sites E. geospatial platforms |
B. social media |
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You own an independent store in your neighborhood and like to offer fresh seafood in your meat display case. Which type of wholesaler is likely to best serve you? A. cash-and-carry wholesaler B. drop shipper C. rack jobber D. selling agent E. commission merchant |
A. cash-and-carry wholesaler |
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Which of the following is true about convenience stores? A. they carry mostly shopping goods B. they charge lower-than-normal prices for shopping goods C. they are reluctant to change their store designs and offerings to adjust to changes in the market D. they create time utility for their customers E. they create form, time, and place utility for their customers |
D. they create time utility for their customers |
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It is most accurate to say that channels of distribution provide which of the following? A. time and promotion utility B. promotion, product, and place utility C. time, place, and form utility D. promotion and form utility E. time, place, and ownership utility |
E. time, place, and ownership utility |
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Which of the following is most closely associated with upscaling in retailing? A. fewer members in the channel of distribution B. more members in the channel of distribution C. greater operating costs D. lower operating costs E. lower levels of customer service |
C. greater operating costs |
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Experts predicting that destination retail will be a future trend believe that consumers will soon visit retailers more for _____ than for the basic process of purchasing products. A. information B. credit services C. comparison shopping D. entertainment E. social opportunities |
D. entertainment |
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Advertising, sales promotion, public relations, and buzz building activities are all _____. A. channels that should be united under the concept of integrated marketing communications B. channels focused more on interactive marketing than traditional marketing C. promotional tools used for push strategies but not pull strategies D. promotional tools used for pull strategies but not push strategies E. promotional tools adapted for use in mass marketing |
A. channels that should be united under the concept of integrated marketing communications |
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The more _____ the product, the more heavily firms tend to rely on personal selling to promote it. A. popular B. available C. impersonal D. intangible E. marketable |
D. intangible |
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There will always be a need for channel intermediaries that physically handle the product. A. True B. False |
B. False |
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According to the Census, the largest retail categories (in annual sales) include: A. away-from home food services B. at-home food & beverage C. general merchandise D. "B" and "C" only E. all of the above |
D. "B" and "C" only |
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Viral marketing is most closely related to which of the following? A. buzz building B. personal selling C. shilling D. public relations E. direct marketing |
A. buzz building |
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With which type of marketing communication does the marketer have the greatest level of control over the message? A. word-of-mouth communication B. advertising C. public relations D. direct marketing E. personal selling |
B. advertising |
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To reduce problems associated with the intangibility of the services offered by a restaurant, the restaurant owner would be most likely to do which of the following? A. lower entree prices between 4 p.m. and 6 p.m. B. provide clean tablecloths and cloth napkins for each new customer C. empower employees to handle customer complaints D. offer a service guarantee to ensure customers that food quality will be consistent E. offer regular employee workshops focusing on customer service |
B. provide clean tablecloths and cloth napkins for each new customer |
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A newspaper article reported on a lawsuit in which independent coffee shops accused a national chain of coffee shops of engaging in an illegal conspiracy to drive them out of business. What promotion element would the national chain of coffee shops most likely use to improve its corporate image, which has been tarnished by these accusations? A. sales promotion B. personal selling C. public relations D. direct marketing E. stealth marketing |
C. public relations |
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Which of the following advertising situations would LEAST likely be considered puffery? A. a mouthwash that claims to make your mouth feel its freshest B. toned thighs and legs as a result of using the Thigh Master for only 15 minutes each day C. children growing into attractive adults as a result of drinking milk D. a retired couple drinking a vitamin and protein shake and then going bicycling E. a sleepy mom who wakes up to a gray day, drinks a cup of coffee, and then looks out her window to see golden sunshine, beautiful flowers blooming, songbirds singing, and a rainbow on the horizon |
D. a retired couple drinking a vitamin and protein shake and then going bicycling |
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Which of the following is the most logical reason that many organizations rely heavily on personal selling? A. to make more efficient use of the promotional mix B. to quickly move a product to the maturity stage of the product life cycle C. to create consistent marketing communications D. to more effectively sell highly technical or very expensive products E. to decrease promotional expenditures |
D. to more effectively sell highly technical or very expensive products |
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Which of the following is true due primarily to the inseparability of services? A. customers have to rely on reassuring physical cues that indicate quality services B. service businesses cannot promise the same experience with every service encounter C. a service is produced and consumed at the same time D. it is impossible for service businesses to exactly match supply with demand E. it is difficult for service businesses to live up to guarantees |
C. a service is produced and consumed at the same time |
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Producers benefit from using intermediaries because they _____. A. offer greater efficiency in making goods available to target markets B. bring a fresh point of view to strategy development C. eliminate risk D. are rarely backlogged with orders E. will store products indefinitely |
A. offer greater efficiency in making goods available to target markets |
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Alex Pool Chemical Co. purchased 199 buckets of chlorine tablets over the Internet from Chemical, Inc., then placed the order with the manufacturer and arranged for its transportation by truck to the Alex Pool store. Chemical, Inc. took title to the pool chemicals but never actually took possession of them. Chemical, Inc. is an example of a _____. A. drop shipper B. truck jobber C. rack jobber D. mail-order wholesaler E. cash-and-carry wholesaler |
A. drop shipper |
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Which of the following is NOT one of the four main roles performed by marketing communication? A. to inform B. to entertain C. to persuade D. to remind E. to build relationships |
B. to entertain |
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For which of the following operations would telemarketing efforts likely be the most successful and the most profitable? A. selling magazine subscriptions to consumers B. selling double-pane windows to home owners C. selling plastic bottles to a bottling company D. asking people for charitable donations E. selling vacation packages to people who earn $50,000 or more annually |
C. selling plastic bottles to a bottling company |
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Chevrolet runs a promotion where consumers can redeem two (2) free ski lift tickets at their local dealer through a test-drive promotion. According to the communication model, the people coming into the dealership to test-drive a vehicle are the _____. A. encoders B. message C. source D. medium E. feedback |
E. feedback |
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Advertising through sampling (trying a product) that is designed to create buzz is called _____. A. tryvertising B. groundswelling C. brand evangelizing D. viral marketing E. location-based networking |
A. tryvertising |
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As a supply chain manager you ensure that the right product, in the right quantity, in the right condition is delivered to the right _____, at the right place, at the right time and at the right _____. A. Supplier; time B. Supplier; quantity C. Supplier; cost D. Customer; cost E. Customer; time |
D. Customer; cost |
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Which of the following is a logistics activity that involves developing and implementing a process to ensure the firm always has sufficient goods available to meet customers' demands, no more and no less? A. materials handling B. inventory control C. supply chain supervision D. order processing E. distribution implementation |
B. inventory control |
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Which of the following is a service industry in the United States that is likely to see growth due primarily to demographic changes? A. living assistance for seniors B. babysitting services for baby boomers C. health services for medical tourists D. technology consulting for businesses E. database services for businesses |
A. living assistance for seniors |
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Jell-O ads contain the phrase "Make some magic." All Ace Hardware store ads contain the statement "Life is an ongoing projects." The American Dairy Farmers run ads that say, "Ahh, the power of cheese." These are all examples of: A. jingles B. testimonials C. unique selling propositions (USPs) D. slogans E. slice-of-life appeals |
D. slogans |
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U-Frame-It is a small company that has hired a local ad agency to put together an advertising campaign. Which of the following questions should be addressed before the others? A. What percentage of the budget should be for U-Frame-It radio ads? B. Which type of media is most appropriate for U-Frame-It ads? C. What are the message objectives of U-Frame-It? D. How does U-Frame-It's competition advertise? E. What type of appeal will work best for U-Frame-It's products? |
C. What are the message objectives of U-Frame-It? |
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When sales are made in a local Walmart, the sales data is sent to Walmart headquarters where the data are used to build a picture of the buying habits of people who shop at individual Walmarts across the nation. The use of _____ makes this possible. A. POS systems B. social shopping C. e-commerce D. e-menus E. direct selling |
A. POS systems |
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The real-world example discussed in class, LevelUp, uses _____ as part of their selling strategy. A. virtual worlds B. location-based marketing C. product reviews D. social networking E. avatars |
B. location-based marketing |
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Which of the following is NOT a benefit provided by e-commerce? A. it provides consumers the satisfaction of instant gratification B. it reduces the cost of doing business C. it enables specialized businesses to be more successful D. it provides consumers more access to pricing information E. it broadens product choices for consumers in smaller communities |
A. it provides consumers the satisfaction of instant gratification |
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Which of the following product offerings is intangible? A. fish for an aquarium B. refillable ink cartridges for a computer printer C. a mink coat D. a meal at a fast-food restaurant E. a limousine ride |
E. a limousine ride |
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Viral marketing primarily uses which of the following communication channels? A. billboards B. print media C. radio D. cable television E. the Internet |
E. the Internet |
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An ad for Mongoose mountain bikes shows a serious biker traversing remote and rugged but beautiful terrain and states, "There are places that are so awesome and so killer that you'd like to tell the whole world about them. But please, don't." This ad uses the _____ appeal. A. slice-of-life B. lifestyle C. fear D. testimonial E. straight-forward |
B. lifestyle |
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Do-it-yourself advertising is a type of _____: A. user-generated content B. advocacy advertising C. sales promotion D. corrective advertising E. public service advertising |
A. user-generated content |
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Political candidates often hire image consultants who tell them what clothes to wear, how to wear their hair, and how to act in front of a crowd of people. Political candidates who use image consultants to help them market themselves to the voters are using which of the following strategies? A. brand extension B. market development C. diversification D. product improvement E. pure selling |
D. product improvement |
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A manufacturer of a variety of tech devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of using _____. A. avatars B. brand communities C. brand evangelists D. location-based social networks E. direct marketing |
C. brand evangelists |
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The theft and unauthorized repurposing of intellectual material via the Internet is called _____. A. information logistics theft B. non-permission-based downloading C. online distribution piracy D. disintermediation E. taking title |
C. online distribution piracy |
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Which of the following is the final stop in the distribution channel in which organizations sell goods and services to consumers for their personal use? A. franchising B. retailing C. brokering D. wholesaling E. disintermediation |
B. retailing |
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The point of distribution channels is to maximize _____. A. customer service B. business-to-business commerce C. e-commerce marketing D. efficiency E. on-time delivery |
D. efficiency |
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The Consumer Confidence Index uses monthly data from 500 interviews to measure consumers' perceptions of _____, short-term, and long-term U.S. economic prospects. A. personal finance B. risk aversion C. cash flow D. economic health E. personal wealth |
A. personal finance |
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Pro Sports provide an excellent example of which type of distribution? A. exclusive B. inclusive C. selective D. all of the above E. none of the above |
C. selective |
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Which of the following modes of transportation would most likely to be used to quickly haul lettuce from California, where it was grown, to markets in Nevada? A. trucks B. railroads C. air D. pipeline E. water |
A. trucks |
