A ________ is a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.
What is marketing channel?
100
Conflict that occurs among firms at the same level of the marketing channel is known as ________ conflict.
What is horizontal?
100
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.
What is advertising?
100
The four major communication functions.
What is encoding, decoding, response, and feedback?
100
The manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using Crest. The manufacturer of Crest toothpaste is using ________.
What is push strategy?
200
________ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities.
What is intermediaries?
200
In a(n) ________, two or more companies at one level join together to follow a new marketing opportunity.
What is horizontal marketing system?
200
The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.
What is sales promotion?
200
Integrated marketing communications require a company's mass-market advertisements, Web site, e-mail, and personal selling communications to all have ________.
What is the same brand message, look, and feel?
200
Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.
What is pull?
300
Holly Wreaths, a store that sells Christmas ornaments to customers via its online click-to-order catalogs is an example of this marketing channel.
What is direct marketing channel?
300
The management of two Panizza restaurants has an ongoing disagreement over the discount rate given to students from the local high school. This is an example of ________ conflict.
What is horiztonal?
300
Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.
What is personal selling?
300
Companies are doing less ________ and more ________ as a result of the explosive developments in communication technologies to better target smaller customer segments.
What is mass marketing; engagement marketing?
300
A newspaper article announced that Connect Wireless, the sixth-largest wireless carrier in a country, was changing its name to M-Mobile and that to begin the makeover process it had replaced spokesperson Robert Garmon with Catherine Naylor.
What is public relations?
400
Plasticine Palace supplies its products exclusively to Arts & Crafts, a chain of stationery stores across the country. The chain then makes the plasticine available to end consumers. This is an example of ________.
What is indirect?
400
Stylize, Inc. opened an online store that triggered disagreements between headquarters and the firm's exclusive dealers. This type of a disagreement is known as a(n) ________ conflict.
What is vertical?
400
This promotion category is most likely to use the promotion tools of press releases, sponsorships, events, and Web pages.
What is public relations?
400
Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain ________ in design and tone.
What is consistency?
400
Glasis is a type of paint made specifically for use on cars. An ad in Motor Trend magazine advising consumers to request their auto body shops to use Glasis paint is an example of how a company uses ________.
What is pull strategy?
500
Producer to wholesaler to retailer to end consumer is an example of this marketing channel.
What is conventional consumer marketing channel?
500
Producers, wholesalers, and retailers act as a unified system is an example of this.
What is vertical marketing system?
500
This type of promotion category uses catalogs, telephone marketing, kiosks, and the Internet.
What is direct marketing?
500
_________________ relate to the consumer's self-interest; _____________________ attempt to stir up either positive or negative emotions; _________________ are directed to the consumer's sense of what is "right" and "proper."
What is rational appeals, emotional appeals, moral appeals?
500
John Deere does very little promoting of its lawn mowers and garden tractors to final consumers. Instead, John Deere's sales force works with Lowe's, Home Depot, independent dealers, and other channel members, who in turn sell John Deere products to final consumers. This promotion mix strategy is being used by John Deere.