Quiz 4 (Ch 10,11,15) Flashcards
The largest share of total U.S. advertising expenditures is for
media time and space.
Advertising objectives should be
more specific than personal selling objectives.
Pioneering advertising” tries to
develop primary demand.
Competitive advertising tries to
develop selective demand rather than primary demand.
Competitive advertising which makes specific brand comparisons–using actual names—is ______________ advertising.
comparative
A producer and intermediaries sharing the cost of ads in local media is called:
cooperative advertising.
To choose the best advertising medium, you have to:
decide what target market(s) should be reached. decide on promotion objectives. know the cost of alternative media. decide what must be said. All of the above.
When considering the advertising medium of magazine, which of the following advantages and disadvantages apply?
Very targeted, good detail, good “pass along,” but inflexible and long lead times.
Copy thrust refers to:
what is to be communicated by the words and illustrations.
Sales promotion
objectives and situation should determine what specific type of sales promotion is best.
Sales promotion activities
can usually be implemented quickly and get results sooner than advertising.
may be aimed at final consumers, intermediaries, and/or a firm’s own sales force.
cost more than the total expenditures on advertising.
All of the above.
A channel of distribution:
is any series of firms or individuals who participate in the flow of goods and services from producer to consumer or final user.
Which of the following statements about Place decisions is True?
Different market segments may require separate Place arrangements.
Because of long-run effects, decisions about one of the four Ps is often harder to change than the others. This P is:
Place.
Many firms prefer to distribute directly to the final customer or consumer because they
want to control the whole marketing job.
believe they can serve target customers at a lower cost.
think they can do the work more effectively than intermediaries.
All of the above.
Indirect channels are probably a better choice than direct channels when:
the firm has limited resources.
the product is a consumer product instead of a business product.
target customers already have established buying patterns for where to search to shop.
All of the above.
Middlemen in indirect channels of distribution
often perform functions that producers cannot perform efficiently by themselves.
Marketing specialists develop to adjust “discrepancies” in the marketplace. Which of the
following best explains the concept of “discrepancies”?
The assortment and quantity of products wanted by a customer may be different than the assortment and quantity of products normally produced by a manufacturer.
Discrepancies of assortment” means:
the difference between the product lines the typical producer makes and the assortment
wanted by final consumers or users.
Which of the following is NOT one of the “regrouping activities?”
Ranking.
When a channel has a “product-market commitment”:.
all members focus on the same target market at the end of the channel.
its members attempt to share the various marketing functions in appropriate ways.
Some channel conflict may
be inevitable when channel members have different objectives.
be useful if that is what it takes for customers at the end of the channel to receive better value.
be avoided when a producer does not sell identical products through different (competing) channels.
All of the above are true.
A manager who helps direct the activities of a whole channel and tries to avoid or solve channel conflicts is a:
Channel captain
In a _____ the whole channel focuses on the same target market at the end of the channel.
vertical marketing system
Which of the following is NOT one of the degrees of market exposure?
Multichannel distribution.
A producer using several competing channels to distribute its products to its target market is using ______________ distribution.
multichannel
The need for reverse channels may arise in all of the following situations EXCEPT
a consumer buys something in error and wants to return it.
a firm makes an error in completing an order.
a product is recalled for safety reasons.
All of the above create a need for reverse channels.
Logistics, or physical distribution, is the ________________ part of the marketing mix.
Place
Logistics decisions include all of the following except:
prices to charge for delivery.
Logistics costs
are important to both firms and consumers.
The physical distribution customer service level concerns
how rapidly and dependably a firm can deliver what customers want.
Most physical distribution decisions involve trade-offs between
costs, consumer service levels, and sales.
According to the “physical distribution concept”:
all transporting, storing, and product-handling activities of a business and a whole
Channel system should be coordinated as part of one system.
A supply chain:
includes all the activities involved in procuring materials, transforming them into products, and distributing them to customers.
Some ethical issues in the area of physical distribution are concerned with:
Product availability.
Transportation helps to
make products available when they’re needed.
achieve economies of scale in production.
make products available where they’re needed.
All of the above.
More freight is carried more miles _____ than any other mode of transportation.
by railroads
Regarding alternative transporting modes:
trucks are good for speed, frequency, dependability, and number of locations served.
The slowest transportation is typically by
water.
Storing of goods is necessary when
production doesn’t match consumption.
Which of the following does NOT contribute to total inventory cost?
Increase in the value of goods.
The primary function of a ______________ is to speed the flow of products and avoid unnecessary storing costs.
distribution center
