Chapter 12 Distributing and Promoting Products and Services

Question 1

Questions

Answer 1

Answers

Question 2

Efficiently managing the acquisition of raw materials by the factory and the movement of products from the producer to industrial users and consumers is called ________________.

Answer 2

distribution (logistics)

Question 3

A(n) _______________ is a producer or an organization that converts raw materials to finished products.

Answer 3

manufacturer

Question 4

The _________________ is the series of marketing entities through which goods and services pass on their way from producers to end users.

Answer 4

distribution channel

Question 5

Organizations that assist in moving goods and services from producers to end users are ______________.

Answer 5

marketing intermediaries

Question 6

______ are sales representatives of manufacturers and wholesalers.

Answer 6

agents

Question 7

_______ are go-betweens that bring buyers and sellers together.

Answer 7

brokers

Question 8

Independent wholesalers, known as ______________________, buy related product lines from many manufacturers and sell them to industrial users.

Answer 8

industrial distributors

Question 9

Firms that sell finished goods to retailers, manufacturers, and institutions are called _____________.

Answer 9

wholesalers

Question 10

Firms that sell goods to consumers and to industrial users for their own consumption are called ______________.

Answer 10

retailers

Question 11

The process of breaking large shipments of similar products into smaller, more usable lots is called ______________.

Answer 11

breaking bulk

Question 12

An institution that buys goods from manufacturers (takes ownership) and resells them to businesses, government agencies, other wholesalers, or retailers is a(n) __________________.

Answer 12

merchant wholesaler

Question 13

Salespeople who represent noncompeting manufacturers are the ___________________. They function as independent agents rather than as salaried employees of the manufacturers.

Answer 13

manufacturers’ representatives

Question 14

____________ is the attempt by marketers to inform, persuade, or remind consumers and industrial users to engage in the exchange process.

Answer 14

promotion

Question 15

Any paid form of nonpersonal presentation by an identified sponsor is _______________.

Answer 15

advertising

Question 16

A(n) promotional mix combines advertising, personal selling, sales promotion, and public relations to promote a product.

Answer 16

promotional mix

Question 17

The careful coordination of all promotional activities—media advertising, sales promotion, personal selling, and public relations, as well as direct marketing, packaging, and other forms of promotion—to produce a consistent, unified message that is customer focused defines the term _____________________.

Answer 17

integrated marketing communications (IMC)

Question 18

_____________ are the channels through which advertising is carried to prospective customers. It includes newspapers, magazines, radio, television, outdoor advertising, direct mail, social media, and the internet.

Answer 18

advertising media

Question 19

______________ is a term used in expressing advertising costs and refers to the cost of reaching 1,000 members of the target market.

Answer 19

cost per thousand (CPM)

Question 20

The number of different target consumers who are exposed to a commercial at least once during a specific period, usually four weeks is known as ________.

Answer 20

reach

Question 21

The number of times an individual is exposed to an advertising message is called ______________.

Answer 21

frequency

Question 22

An advertising medium’s ability to reach a precisely defined market is ______________.

Answer 22

audience selectivity

Question 23

A face-to-face sales presentation to a prospective customer is called ___________.

Answer 23

personal selling

Question 24

The companies and people who are most likely to buy a seller’s offerings are called ____________.

Answer 24

sales prospects

Question 25

The process of looking for sales prospects is called ________.

Answer 25

prospecting

Question 26

Inquiries, or _______________, are used by salespeople to separate prospects from those who do not have the potential to buy.

Answer 26

qualifying questions

Question 27

Marketing events or sales efforts—not including advertising, personal selling, and public relations—that stimulate buying are _______________.

Answer 27

sales promotion

Question 28

_______________ is any communication or activity designed to win goodwill or prestige for a company or person.

Answer 28

public relations

Question 29

Information about a company or product that appears in the news media and is not directly paid for by the company is called _____________.

Answer 29

publicity

Question 30

A relatively new marketing channel that includes platforms such as Facebook, Twitter, LinkedIn, Pinterest, and Instagram is collectively called _________________.

Answer 30

social media

Question 31

_______________ refers to the development and maintenance of a company’s website and the facilitation of commerce on the website, such as the ability for customers to order products online and other activities.

Answer 31

e-commerce