12th edition
TRANSCRIPT
Home Chapter 16 Concept Check
Retail store types pass through stages of growth and decline that can be described as the _____.
wheel of retailing
product life cycle
retail life cycle
retail positioning map
levels of retailing
Stores use _____ to measure a product's handling costs from the time it reaches the warehouse until a customer buys it.
economic order quantity
direct product profitability
break-even analysis
product differentiation
procurement analysis
_____ refers to the "look" a store has, planned to suit the target market.
Aesthetics
Layout
Tempo
Atmosphere
Floor plan
According to most experts, the three most important keys to success in retailing are _____.
product mix, service mix, prices
product, price, promotion
atmosphere, products, location
communication, location, services
location, location, location
_____ are unbranded, plainly packaged, less expensive versions of common products.
Private labels
Generics
House brands
Retailer brands
House labels
_____, also known as cash and carry wholesalers, sell a limited line of fast moving goods to small retailers for cash.
Merchant wholesalers
Full-service wholesalers
Limited-service wholesalers
Brokers and agents
Specialized wholesalers
_____ involve(s) planning the infrastructure to meet demands, then implementing and controlling the physical flows of materials and final goods.
Inventory analysis
Economic order quantity
Market logistics
Demand chain management
Warehousing
_____ refers to the elapsed time between an order's receipt, delivery, and payment.
Credit cycle
Payment-delivery cycle
Market logistics cycle
Order-to-payment cycle
Receipt-to-payment cycle
_____ consist(s) of putting the goods in boxes or trailers that are easy to transfer between two transportation modes.
Packaging
Warehousing
Logistics
Containerization
Distribution management
_____ describes the use of rail and trucks used together as transportation modes.
Fishyback
Trainship
Piggyback
Trainruck
Trainback
Retailing includes all activities involved in selling goods or services directly to final consumers for personal, non-business use.
True
False
To better differentiate themselves and generate consumer interest, some luxury retailers are attempting to make their store and merchandise more narrow and specialized.
True
False
Regional shopping centers refer to smaller malls with one anchor store and between 20 and 40 smaller stores.
True
False
A community shopping center contains a cluster of stores, usually housed in one long building, serving a neighborhood's needs for groceries, hardware, laundry, shoe repair, and dry cleaning.
True
False
Non-store-based retailers do not take buyers away from store-based retailers since they are targeting different consumers.
True
False
Wholesaling includes all the activities involved in selling goods or services to those who buy for resale or business use.
True
False
Wholesalers finance customers by granting credit, and finance suppliers by ordering early and paying bills on time.
True
False
Wholesalers cannot hold inventory therefore inventory costs and risks are borne by suppliers and consumers.
True
False
Wholesalers often help retailers improve their operations by training sales clerks, helping with store layouts and displays, and setting up accounting and inventory-control systems.
True
False
Wholesalers rely primarily on their sales force to achieve promotional objectives.
True
False
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After a retailer has defined the store's product assortment how might he develop a product-differentiation strategy?
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paragraph, and </p> at the end.
Home Chapter 17 Concept Check
Concept Check
This activity contains 22 questions.
A program designed to promote or protect a company's image or its individual products is called _____.
advertising
sales promotion
public relations and publicity
direct marketing
personal selling
_____ involves the use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects.
Advertising
Sales promotion
Public relations and publicity
Direct selling
Personal selling
_____ involves face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.
Advertising
Sales promotion
Public relations and publicity
Direct selling
Personal selling
A(n) _____ appeal elaborates on product or service attributes or beliefs.
image
performance
creative
informational
transformational
A(n) _____ appeal elaborates on non-product-related benefit or image.
image
performance
creative
informational
transformational
_____ channels involve two or more persons communicating directly face-to-face, person-to-audience, over the telephone, or through e-mail.
Personal communications
Non-personal communications
Direct communications
Indirect communications
Congruent communications
_____ consist(s) of print media; broadcast media; network media; electronic and display media.
Advertising
Media
Sales promotions
Public relations
Personal communications
Some companies set their promotion budget to achieve share-of-voice parity with competitors. This is called the _____ method.
affordable
reliable
share-of-voice
competitive-parity
symbiotic
The advantages to using _____ as a communications tool are: 1. it can be customized, 2. it is up-to-date, and 3. it is interactive.
advertising
sales promotion
direct marketing
personal selling
public relations
_____ is a concept of marketing communications planning that recognizes the added value of a comprehensive plan.
Integrated marketing communications
Coordinated marketing channels
Public relations and publicity
Multiple-stage campaign
Multiple-vehicle campaign
Marketing communications allow companies to link their brands to other people, places, events, brands, experiences, feelings and things.
True
False
Anything that causes the consumer to notice and pay attention to the brand can increase brand awareness.
True
False
True
False
Image is the set of beliefs, ideas, and impressions a person holds regarding an object.
True
False
Communicators use negative appeals such as fear, guilt, and shame to get people to do things, or stop doing things.
True
False
Advocate channels consist of neighbors, friends, family members and associates talking to target buyers.
True
False
Expert channels consist of company salespeople contacting buyers in the target market.
True
False
Non-personal channels are communications directed to more than one person and include media, sales promotions, events, and publicity.
True
False
Mass communications affect personal attitudes and behavior through a four-step process.
True
False
Marketers tend to underuse public relations in their communication mix.
True
False
Describe the six major modes of communication in the communications mix.
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paragraph, and </p> at the end.
Describe the elements in the macromodel of the communications mix.
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paragraph, and </p> at the end.
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Home Chapter 18 Concept Check
Concept Check
This activity contains 22 questions.
_____ is/are any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Advertising
Mass communication
Sales promotion
Events
Public relations
_____ advertising aims to create liking, preference, conviction, and purchase of a product or service.
Informative
Persuasive
Reminder
Reinforcement
Advocacy
_____ advertising aims to create brand awareness and knowledge of new products or new features of existing products.
Informative
Persuasive
Reminder
Reinforcement
Advocacy
_____ is/are a pervasive medium. Its main advantages to advertisers are its flexibility; audiences are very targeted, ads relatively inexpensive to produce and place, and short closings allow for quick response.
Television
Radio
Newspapers
Magazines
Web pop-up ads
_____ is finding the most cost-effective media to deliver the desired number and type of exposures to the target audience.
Promotion strategy
Impact
Media selection
Reach
Frequency
_____, also called out-of-home advertising, is a broadly defined category that captures many different alternative advertising forms.
External advertising
Billboards
Mass media
Place advertising
Point-of-purchase advertising
_____ refers to the number of people with target audience characteristics who actually saw the ad.
Circulation
Audience
Effective audience
Effective ad-exposed audience
Cost-per-thousand
_____ consist(s) of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
Advertising
Sales promotion
Events
Direct marketing
Public relations
_____, formally known as publicity, is used to support corporate or product promotion and image making.
Sales promotion
Mass advertising
Events sponsorship
Marketing Public Relations
The mission statement
The _____ method to measuring the effects of sponsorship activities focuses on reported exposure from consumers.
supply-side
demand-side
direct
indirect
secondary
An advertising goal is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.
True
False
Reinforcement advertising aims to stimulate repeat purchase of products and services.
True
False
True
False
Message strategy refers to the positioning of an ad, while creative strategy refers to how the ad expresses the brand claims.
True
False
Although newspapers are timely and pervasive, magazines are typically more effective at building user and usage imagery.
True
False
Advertorials are print ads that offer editorial content that reflects favorably on the brand and is difficult to distinguish from newspaper or magazine content.
True
False
Sales promotion objectives are derived from broader promotion objectives, which are derived from more basic marketing objectives developed for the product.
True
False
A higher proportion of the promotion pie is devoted to trade promotion tools than to consumer promotion.
True
False
Event sponsorship involves a variety of programs designed to promote or protect a company's image or its individual products.
True
False
A public is any group that has an actual or potential interest in or impact on a company's ability to achieve its objectives.
True
False
What are the five major decisions, known as "the five M's" that marketing managers must make in developing an advertising campaign?
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paragraph, and </p> at the end.
List and discuss three elements that explain how many exposures, E, will produce a level of audience awareness, A.
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Home Chapter 19 Concept Check
Concept Check
This activity contains 22 questions.
_____ is the use of consumer-direct channels to reach and deliver goods and services to customers without using marketing middlemen.
Advertising
Personal communications
Personal selling
Direct marketing
Direct selling
_____ refers to calling on customers to maintain and nurture key account relationships and give more attention to neglected accounts.
Telesales
Telecoverage
Teleprospecting
Teleresponse
Customer service
_____ refers to taking orders from catalogs or ads and also doing outbound calling.
Telesales
Telecoverage
Teleprospecting
Teleresponse
Customer service
A(n) _____ is a limited area on the Web managed and paid for by an external advertiser/company.
banner
microsite
interstitial
sponsorship
sub-site
A salesperson who is not expected or permitted to take an order but whose major task is to build goodwill is called a(n) _____.
deliverer
order taker
demand creator
technician
missionary
A _____ is a salesperson whose expertise is in the solving of a customer's problem, often with a system of the company's products and services.
deliverer
missionary
technician
demand creator
solution vendor
A(n) _____ sales force consists of full- or part-time paid employees who work exclusively for the company.
staff
direct
indirect
contractual
technical
_____ sales supervision refers to how management communicates what the sales reps should be doing and motivates them to do it.
Feed-forward
Backward-feed
Rotation
Feedback
Audited
The first step in the selling process is _____.
pre-approach
presentation and demonstration
prospecting and qualifying
overcoming objectives
closing
In the _____ step of the selling process the salesperson needs to learn as much as possible about the prospect company and its buyers.
prospecting
pre-approach
qualifying
overcoming objectives
closing
In B2B direct marketing, the prospect is often not an individual but a group of people or a committee that includes both decision makers and multiple decision influencers.
True
False
Interactive marketing refers to the use of the telephone and call centers to attract prospects, selling to existing customers, and providing service by taking orders and answering questions.
True
False
Interstitials are small, rectangular boxes containing text and perhaps a picture.
True
False
Banner ads are advertisements, often with video or animation that pop up between changes on a Web site.
True
False
A demand creator is a salesperson who relies on creative methods for selling tangible products.
True
False
A deliverer is a salesperson who acts predominantly as an inside order taker (salesperson standing behind the counter) or outside order taker.
True
False
True
False
Straight-commission plans attract higher performers, provide more motivation, require less supervision, and control selling costs.
True
False
Sales reports are divided between activity plans and write-ups of activity results.
True
False
The stage where customers typically pose objections is during the prospecting and qualifying stage.
True
False
Discuss the various ways television can be used by direct marketers.
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paragraph, and </p> at the end.
What are the seven design elements (the 7Cs) that effective Web sites feature? Define each of these.
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paragraph, and </p> at the end.
Home Chapter 19 Concept Challenge
Concept Challenge
This activity contains 22 questions.
_____ is when direct marketers gather or buy as many names as possible and send out a mass mailing.
Carpet bombing
Database marketing
Interactive marketing
Real-time personalized marketing
Lifetime-value marketing
_____ is when direct marketers mine the database to identify prospects who would have the most interest in an offer.
Carpet bombing
Database marketing
Interactive marketing
Real-time personalized marketing
Lifetime-value marketing
Ads for Johnson and Johnson's Tylenol headache reliever pop up on brokers' Web sites whenever the stock market falls by 100 points or more. These ads are called _____.
banner ads
sponsorships
alliance ads
interstitials
crawlers
There are almost 1 million independent Internet companies that post Amazon.com banners on their Web sites through a(n) _____ with Amazon.
endorsement program
sponsorship
affiliate program
target program
microsite agreement
John's first task as a new salesperson is to look for leads. This is called _____.
targeting
prospecting
communicating
selling
allocating
As a seasoned salesperson, Rhonda's job is deciding which customer will get products during product shortages. This task is called _____.
targeting
prospecting
communicating
selling
allocating
The _____ component of sales force compensation is intended to stimulate and reward effort.
fixed amount
variable amount
expense allowance
benefits
total amount
The _____ component of sales force compensation is intended to provide security and job satisfaction.
fixed amount
variable amount
expense allowance
benefits
total amount
The AIDA formula in selling refers to _____.
advantages, income, dividend, action
advantages, interest, demand, alternatives
action, interest, demand, attention
attention, interest, demand, action
advantages, interest, demand, attention
In _____ exchange the terms are established by administered programs of pricing and distribution.
negotiated
routinized
contractual
automatic
maintenance
Direct marketing can be timed to reach prospects at the right moment and receive higher readership because it is sent to more interested prospects.
True
False
In direct marketing an order-response rate of 2 percent is normally considered good.
True
False
One of the great disadvantages of direct marketing is the inability to test, under real marketplace conditions, different elements of an offer strategy.
True
False
With a leveraged sales force, the sales force focuses on selling the company's more complex and customized products to larger accounts, while low-end selling is done by inside salespeople and through Web ordering.
True
False
A direct sales force consists of manufacturers' reps, sales agents, and brokers, who are paid a commission based on sales.
True
False
A direct sales force includes inside sales personnel and field sales personnel.
True
False
Fixed compensation receives more emphasis in sales with a high ratio of non-selling to selling duties and in jobs where the selling is technically complex and involves teamwork.
True
False
Variable compensation receives more emphasis in jobs where sales are cyclical or depend on individual initiative.
True
False
Logical resistance includes resistance to interference, preference for established supply sources or brands, apathy, and reluctance to giving up something.
True
False
Psychological resistance might consist of objections to the price, delivery schedule, or certain product or company characteristics.
True
False
What five components of the mailing itself are an important part of the direct mailing and contribute to its effectiveness? Elaborate on each of these.
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paragraph, and </p> at the end.
The term sales representative covers a broad range of positions. Discuss six ranging from the least to the most creative types of selling.
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Home Chapter 18 Concept Challenge
Concept Challenge
This activity contains 22 questions.
A factor to consider when setting the advertising budget is _____. This is because new products typically receive larger advertising budgets to build awareness and gain consumer trial.
competition and clutter
market share and consumer base
stage in the product life cycle
advertising frequency
product substitutability
_____ refers to the number of repetitions needed to put across the brand's message to consumers.
Competition and clutter
Advertising frequency
Product substitutability
Repetition ration
Hierarchy-of-effects
A _____ statement describes the objective, content, support, and tone of the desired ad.
creative brief
message strategy
positioning
copy strategy
campaign
Which advertising medium is characterized by the fleeting nature of the message and high production and placement costs?
television
radio
newspapers
magazines
web pop-up ads
_____ refers to the number of different persons or households exposed to a particular media schedule at least once during a specified time period.
Impact
Frequency
Reach
Timing
Exposure
If a full-page print ad costs $200,000 and the magazine's estimated readership is 3.1 million people, the cost of exposing the ad to 1,000 persons is approximately _____.
$650
$6500
$65
$70
$700
Home Chapter 17 Concept Challenge
Concept Challenge
This activity contains 22 questions.
Receivers in the communication process will often hear what fits into their belief system. This concept is referred to as _____.
selective attention
selective perception
selective distortion
selective retention
selective reception
People will retain in long-term memory only a small fraction of the messages that reach them. This concept is called _____.
selective attention
selective perception
selective distortion
selective retention
selective reception
People are bombarded with so many messages each day; this explains advertisers' concerns about _____.
selective attention
selective perception
selective distortion
selective retention
selective reception
The principle of _____ implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience.
confidence
credibility
congruity
conformity
confluence
_____ channels consist of company salespeople contacting buyers in the target market.
Expert
Advocate
Social
Direct
Non-personal
Samples, coupons, and premiums are examples of _____.
advertising
sales promotions
events and experiences
public relations
personal selling
The _____ method of determining the promotion budget is criticized for viewing sales as the determiner of promotion rather than as the result.
affordable
percentage-of-sales
competitive-parity
objective-task
symbiotic
Home Chapter 16 Concept Challenge
Concept Challenge
This activity contains 22 questions.
Independent retailers who use a central buying organization and joint promotional efforts are called a _____.
retailer cooperative
consumer cooperative
voluntary chain
corporate chain store
merchandising conglomerate
A retail firm owned by its customers in which members contribute money to open their own store, vote on its policies, elect a group to manage it, and receive dividends is called a _____.
retail cooperative
consumer cooperative
voluntary chain
corporate chain store
merchandising conglomerate
The oldest and most heavily trafficked city area is called a(n) _____.
prime location
general business district
regional shopping center
community shopping center
urban district
Giant retailers called _____ concentrate on one product category such as toys (Toys "R" Us) or home improvement (Home Depot).
supercenters
box stores
department stores
variety stores
category killers
Retailers such as Benetton, The Body Shop, and Marks and Spencer carry mostly own-brand merchandise. These are called _____ brands.
private label
house
retail label
creative label
generic label
A(n) _____ fee is the charge many supermarkets impose for accepting a new brand to cover the cost of listing and stocking it.
stocking
slotting
listing
inventory
initiation
_____ carry stock, maintain a sales force, offer credit, make deliveries, and provide management assistance.
Merchant wholesalers
Full-service wholesalers
Limited-service wholesalers
Brokers and agents
Specialized wholesalers
The market logistics task calls for _____, involving materials management, material flow systems, and physical distribution, abetted by information technology.
inventory analysis systems
integrated logistics systems
integrated supply systems
information technology analysis
logistical economic systems
Which of the following is not one of the four major decisions that must be made with regard to market logistics?
How should orders be handled?
Where should stock be located?
How should stock be financed?
How much stock should be held?
How should goods be shipped?
The _____ quantity can be determined by observing how order-processing costs and inventory carrying costs sum up at different order levels.
near-zero order
processing-carrying
optimal carrying
optimal processing
optimal order
Non-store retailing has been growing at a faster rate than store retailing.
True
False
Most retail stores are independently owned.
True
False
Although only a third of a retailers' products produce a profit, most retailers are unaware of which third of their products is generating the profit.
True
False
Different types of stores (discount stores, catalog showrooms, department stores) all compete for the same consumers by carrying different types of merchandise.
True
False
In the United States store brands now account for one of every five items sold.
True
False
The growing power of store brands ultimately helps strengthen national brands.
True
False
Wholesalers absorb some risk by taking title and bearing the cost of theft, damage, spoilage and obsolescence.
True
False
One of the functions of wholesalers is to supply information to suppliers and customers regarding competitors' activities, new products, price developments, etc.
True
False
Most companies today are trying to lengthen the order-to payment cycle.
True
False
The longer the order-to-payment cycle, the lower the customer's satisfaction and the lower the company's profit.
True
False
What are the four major categories non-store retailing falls into? Explain each of these.
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Why are wholesalers used at all? Why don't manufacturers sell directly to retailers or final consumers? Discuss the functions wholesalers perform to make the selling process more efficient.
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