Ch 8,10,11

Question 1

When the movie Top Gun popularized Aviator sunglasses worn by Tom Cruise, Ray-Ban’s sales of these sunglasses increased by 40%. This demonstrates the power of

personal selling.

interactive media.

product placement.

paid display advertising.

search advertising.

Answer 1

product placement.

Question 2

SuperCool is a retailer of clothing, footwear, and accessories. It has a chain of department stores across the United States. SuperCool offers its customers a SuperCool Card to which points are added every time the customer’s bill amount exceeds $100. These points can be accumulated and used for purchases at any of its locations. What promotion mix element is the retail company using?

allowance
loyalty program
coupon
rebate
contest

Answer 2

loyalty program

Question 3

Reminder advertising is especially important during the _____Blank stage of the product life cycle as it helps to keep the product before the public to reinforce previous promotional activity.

growth
testing
maturity
introductory
stability

Answer 3

maturity

Question 4

Marketers of a freeze-dried food company are distributing free samples of its newest line of freeze-dried vegetables. 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
public relations
narrowcasting
personal selling
product placement

Answer 4

sales promotion

Question 5

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

direct marketing.
public relations.
integrated marketing communications.
sales promotion.
relationship selling.

Answer 5

relationship selling.

Question 6

A good friend has opened up a paddle boarding business in Virginia Beach, Virginia. In order to advertise the business to spring break tourists, you suggest that she hire a skywriter to fly along the beaches during the day. What form of advertising does this represent?

radio advertising
direct marketing
print advertising
outdoor advertising

Answer 6

outdoor advertising

Question 7

Gatorade is sponsoring a flag football game between two local schools in Boston. 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 Gatorade drinks in front of them. What promotion technique is Gatorade using in this case?

mobile advertising
direct marketing
sales promotion
product placement
personal selling

Answer 7

product placement

Question 8

The marketing mix element where most of an organization’s communications with the marketplace occurs is

product.
position.
promotion.
place.
price.

Answer 8

promotion.

Question 9

High cost is the biggest disadvantage to which form of advertising?

billboard
Internet
radio
television
magazine

Answer 9

television

Question 10

What is offered by your text as a reason for the decreased viewership of top-rated TV programs?

the greater number of channels available to consumers

the greater number of advertisements consumers have to watch

the increased use of profanity and violence in the programs

the overall decline in the subject matter and acting talent in the programs

the increased use of sexual innuendo in the programs

Answer 10

the greater number of channels available to consumers

Question 11

A(n) _____Blank strategy involves coordinating the various promotion mix elements to provide consumers with a clear and consistent message about a firm’s products.

informative advertising
marketing research
distribution management
persuasive advertising
integrated marketing communications

Answer 11

integrated marketing communications

Question 12

The goal of an integrated marketing communications strategy is to coordinate the various promotion mix elements to

discover the firm’s strengths, weaknesses, opportunities and threats.

determine the target market for a firm’s products.

identify which potential customers in the target market have the desire and ability to purchase the firm’s products.

find the least expensive alternative to promoting a firm’s products.

provide consumers with a clear and consistent message about the firm’s products.

Answer 12

provide consumers with a clear and consistent message about the firm’s products.

Question 13

Mr. Thomas 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. Thomas use for his field of study?

product placement
reminder advertising
persuasive advertising
direct advertising

Answer 13

persuasive advertising

Question 14

As a promotion mix element, public relations refers to

the two-way flow of personal communication between the firm and its customers.

communication focused on promoting positive interactions between a firm and its stakeholders.

nonpersonal promotional communication about a firm’s goods and services.

advertising focused on promoting the company’s profits.

a set of nonpersonal communication tools designed to stimulate more frequent purchases of a product.

Answer 14

communication focused on promoting positive interactions between a firm and its stakeholders.

Question 15

The three primary objectives of an advertising campaign are

to inform, to entertain, and to influence.

to entertain, to remind, and to sell.

to inform, to persuade, and to remind.

to promote goodwill, to arouse interest, and to sell.

to excite, to entice, and to engage.

Answer 15

to inform, to persuade, and to remind.

Question 16

Which promotion tool can be an expensive but powerful tool for getting customers to try and buy the product?

loyalty programs
allowances
samples
rebates
contests

Answer 16

samples

Question 17

Talia was searching online for a home to rent on a vacation. Later, when she was checking her email, she noticed an advertisement for a vacation rental company appeared on the side of her screen; she clicked on it to get more information. This is an example of

product placement.
interactive media.
search advertising.
paid display advertising.
personal selling.

Answer 17

paid display advertising.

Question 18

One of the biggest challenges involved with personal selling is

having to secure a diverse sales force.

the difficulty in targeting the right customers.

trying to discourage relationship selling.

having to implement technology into the sales process.

having to deal with the high cost of sales calls.

Answer 18

having to deal with the high cost of sales calls.

Question 19

A manufacturer of golf clubs has just come out with a revolutionary new putter. The company is advertising the golf club in magazines, has commercials airing on the Golf channel and has given samples of the club to pro shops around the country so potential customers can try the club out. All these actions taken together are part of the company’s

promotion mix.
marketing mix.
advertising campaign.
public relations.
personal selling program.

Answer 19

promotion mix.

Question 20

Think about the percentage of global advertising delivered by each major medium during the period from 2016 to 2019. Which advertising medium almost doubled during this timeframe?

mobile Internet
outdoor
television
magazine
radio

Answer 20

mobile Internet

Question 21

While on vacation in Japan, Marquez purchased an antique porcelain statue valued at $15,000. She needs to have it delivered to her home in Iowa by the upcoming holiday. What would be the best mode of transportation for this item?

railroad
cyberspace
water transportation
air transportation
pipeline

Answer 21

air transportation

Question 22

The part of supply chain management that plans, implements, and controls the flow of goods, services, and information between the point of origin and the final customer is called

value chain optimization.
warehousing.
supply chain management.
logistics.
production management.

Answer 22

logistics.

Question 23

Intermediaries through which the flow of products travels are called

logistics chains.
supply chains.
core carriers.
marketing channels.
logistic channels.

Answer 23

marketing channels

Question 24

A type of warehouse used specifically to store and ship finished goods to customers is called a ________Blank center.

holding
shipment
materials
distribution
transport

Answer 24

distribution

Question 25

What activity involves delivering the right product, to the right place, to the right customer, at the right time, in the right quantity, in the right condition, and at the right price?

distribution
transportation
logistics
handling
shipping

Answer 25

logistics

Question 26

What retail channel offers consumers the ability to purchase goods at a retail store or through a website?

omnichannel
intermodal transport
distribution
multilevel marketing
disintermediation

Answer 26

omnichannel

Question 27

A supply chain refers to

the linked set of companies that perform or support the delivery of a company’s products or services to customers.

The inbound movement and storage of materials in preparation for those materials to enter and flow through the manufacturing process.

the activities involved in delivering the right product, to the right place, to the right customer, at the right time, in the right quantity, in the right condition, and at the right price.

the intermediaries (wholesalers, distributors, and retailers) through which the flow of products travels.

the planning, implementation, and control of the flow of goods, services and information between the point of origin and the final customer.

Answer 27

the linked set of companies that perform or support the delivery of a company’s products or services to customers.

Question 28

All along the supply chain, distribution channels add value to the product by

listening to customer feedback and reacting accordingly to maintain the flow of the stream.

making the product available to ship, taking customer orders and shipping the product to the next step in the supply chain.

keeping the flow of financial resources moving downstream.

reducing the final cost that consumers must pay for the product by controlling expenses.

eliminating intermediaries to which a product must travel.

Answer 28

making the product available to ship, taking customer orders and shipping the product to the next step in the supply chain.

Question 29

The main advantage of a push strategy is that it

eliminates the risk associated with producing an unwanted product.
allows firms to respond rapidly to changing market conditions.
allows firms to customize orders.
allows firms to achieve economies of scale.
reduces inventory carrying costs.

Answer 29

allows firms to achieve economies of scale.

Question 30

What term describes the sourcing of goods and services domestically that were once purchased internationally?

near-shoring
onshoring
reshoring
domestic-shoring
offshoring

Answer 30

reshoring

Question 31

After the economic recession, the boating industry suffered a decline in sales. However, recent sales forecasts indicate that the upcoming season will produce a strong demand for boats and boating equipment. Based on this, Loretta has decided to ramp up production this winter of her bass fishing boats and speed boats, keep them in storage until the boating sales season officially resumes, and hope that customers will buy them. This is an example of a ________Blank strategy.

demand
push-pull
pull
supply
push

Answer 31

push

Question 32

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

adapt to changing demand patterns, rather than depend on sales forecasts.

try and keep its inventory costs to the bare minimum.

produce a limited number of products rather than risk high inventory costs.

manufacture products before it receives any orders for those products.

produce small quantities of multiple goods at the same time.

Answer 32

manufacture products before it receives any orders for those products.

Question 33

Craig’s Unique Cabinets is a business that provides custom cabinetry and furniture for both businesses and individual consumers. Craig does not make any products until he receives an order from the customer. What type of marketing strategy does this represent?

push strategy
demand strategy
forecast strategy
supply strategy
pull strategy

Answer 33

pull strategy

Question 34

Which mode of transportation is perhaps the most limited in terms of the types of products that can be shipped by it?

rail transportation
water transportation
pipeline
air transportation
motor transportation via trucks

Answer 34

pipeline

Question 35

One of the advantages of using a hybrid strategy is that

a firm does not need to develop a robust distribution system as in a pure pull system.

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

inventory costs are lower when compared to a pure pull or pure push system.

sales forecasts tend to be more accurate at a specific product level than at an aggregate level.

Answer 35

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

Question 36

Kohl’s department store has a sale on Keurig coffee makers, but when Felicia arrived to purchase one, they had run out. The customer service department offered her a rain check for when they became available. Kohl’s experienced

obsolete inventory.
a shortage.
an inventory gap.
a stockout.
a promotional error.

Answer 36

a stockout.

Question 37

A legal obligation to buy a certain amount of product at a certain price from a supplier to be delivered at a specified date is referred to as

a contract.
the cost of goods sold.
an agreement.
a bill of sale.
a purchase order.

Answer 37

a purchase order.

Question 38

Compare the various modes of transportation. Which one has a low cost and very high capacity, but is slow in delivery?

air transportation
water transportation
rail transportation
motor transportation via trucks
cyberspace

Answer 38

water transportation

Question 39

What is the biggest disadvantage of shipping freight by water?

low capacity
high cost
can’t be used for domestic shipments
slow speed
can’t be used for international shipments

Answer 39

slow speed

Question 40

In supply chains,

distribution channels are the pathway along which only information travels.

very few members are impacted by the flow of information.

information flows both upstream and downstream.

intermediaries such as wholesalers and retailers are not a part of the marketing channel.

Answer 40

information flows both upstream and downstream.