Retailing and Omni-Channel Marketing
Integrated Marketing Communications
Advertising, Public Relations, and Sales Promotions
Personal Selling and Sales Management
Miscellaneous
100
Aaron has designed innovative accessories for hard-core bicycling enthusiasts. He knows where and how he will make them, and he needs to turn his attention to the getting the products to the customers. As he chooses retail partners, which of the following is least important in this process? A. looking at the channel structure B. determining where target customers will expect to find this product C. considering characteristics of channel members D. encouraging new bicycling enthusiasts E. considering distribution intensity
What is...encouraging new bicycling enthusiasts
100
Integrated marketing communications include all of the following except A. personal selling. B. advertising. C. public relations. D. supply chain management. E. direct marketing.
What is...supply chain management
100
To get us to remember their ad and the product or brand in the ad, advertisers must first A. use persuasion. B. offer incentives. C. create effective PSAs. D. get our attention. E. vary between flighting and pulsing scheduling.
What is...get our attention
100
__________ is a sales philosophy and process that emphasizes a commitment to maintaining and investing in long-term, mutually beneficial business relationships. A. Organizational buying B. Cold calling C. Psychographic selling D. Relationship selling E. Sales management
What is...relationship selling
100
Andy purchased a number of books from Amazon.com, and he learned to trust the recommendations made to him. More than once he was pleasantly surprised at the books and authors he discovered this way. In this case, Amazon.com was creating value for Andy through A. repeat business. B. rapid delivery. C. expanded market presence. D. personalized offerings. E. interactive offerings.
What is...personalized offerings
200
Knowing what customers expect is essential. Retailers need to know which manufacturers their customers prefer, while manufacturers need to know A. if customers are using credit cards or cash to make purchases. B. how many employees the retailers have. C. where their target customers expect to find their products. D. whether the products will fill a customer's self-actualization needs. E. whether customers will find the store atmospherics appropriate to the location.
What is...where their target customers expect to find their products
200
The three elements of any IMC strategy are the consumer, the channels, and A. the receiver. B. the product. C. evaluation of the results. D. the company. E. event sponsorship.
What is...the evaluation of the results
200
Greg is planning an advertising campaign to promote his kayak tour company. The success of his ad campaign depends on A. the quality of his kayaks. B. how much money he spends. C. how well he can identify his target audience. D. how much consumers like him. E. whether he can gain commitments from manufacturers for complementary products.
What is...how well he can identify his target audience
200
Sales representatives add value for customers by doing all of the following except A. educating them about the firm's products. B. providing advice on solving business problems. C. saving them time. D. simplifying communication with the firm. E. reducing the firm's marketing costs.
What is...reducing the firm's marketing costs
200
__________ is the term used to describe the situation when retailers use some combination of stores, catalogs, and the Internet to sell merchandise. A. Vertical channel integration B. Cross-channel leverage C. Horizontal channel integration D. Omnichannel retailing E. Opportunistic retailing
What is...omnichannel retailing
300
Generally, the larger and more sophisticated the channel member, the less likely that it will A. use supply chain intermediaries. B. rely on marketing research. C. use omnichannel marketing. D. use intensive distribution. E. be concerned about competitive actions.
What is...use supply chain intermediaries
300
In the IMC communication process, the __________ is the medium that carries the message. A. feedback loop B. sender C. transmitter D. communication channel E. receiver
What is...communication channel
300
Reminder advertising is primarily used to A. prompt repurchase of a product. B. create and build brand awareness. C. accelerate market acceptance. D. gather information about consumers. E. persuade consumers to change existing perceptions.
What is...prompt repurchase of a product
300
If your company hired you to make sales calls via the telephone, it hired you to perform A. cold calling. B. telemarketing. C. relationship selling. D. inbound marketing. E. role reversal selling.
What is...telemarketing
300
The goal of any marketing communication is to A. maximize personal selling. B. increase public relations click-through rates. C. overwhelm negative publicity with commercial speech. D. replace cause-related marketing with non-cause-related marketing. E. get the right message to the right audience through the right media.
What is...get the right message to the right audience through the right media
400
Distribution intensity is commonly divided into three levels: A. intensive, exclusive, and selective. B. primary, secondary, and tertiary. C. administered, vertical, and independent. D. global, national, and local. E. corporate, contractual, and independent.
What is...intensive, exclusive, and selective
400
Which of the following is not one of the steps in the AIDA model? A. awareness B. intention C. action D. desire E. interest
What is...intention
400
When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's A. niche buy. B. advertising plan. C. media mix. D. product placement. E. supply chain messaging.
What is...media mix
400
The __________ stage occurs prior to meeting the customer for the first time and extends the qualification of leads. A. qualify leads B. preapproach C. closing the sale D. follow-up E. sales presentation
What is...preapproach
400
After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to A. develop creative advertising copy. B. assess the potential effectiveness of his ad campaign. C. buy advertising time. D. set explicit and measurable objectives for the campaign. E. develop PSAs for distribution in lieu of advertising.
What is...set explicit and measurable objectives for the campaign
500
Benefits of the traditional retail store as a channel include the ability to A. provide personalized and meaningful product information. B. offer a greater selection of products. C. offer an expanded market presence for all consumers. D. efficiently collect information about how consumers shop for a particular product. E. quickly compare prices across multiple channels.
What is...provide personalized and meaningful product information
500
One of the difficulties in measuring the effectiveness of IMC efforts is the __________, where consumers do not act immediately after receiving a marketing communication. A. decoding decomposition effect B. lagged effect C. noncommittal effect D. viral effect E. click-through delay
What is...lagged effect
500
Which of the following is not a public relations tool? A. donating a portion of profits to a charitable cause B. coupons and rebates C. event sponsorships D. news releases E. websites
What is...coupons and rebates
500
In the selling process, the saying "It ain't over till it's over" refers to the __________ stage of the process. A. generating and qualifying leads B. preapproach C. sales presentation D. closing the sale E. follow-up
What is...follow-up
500
Sales representatives are often compensated, at least in part, on a percentage of the sales revenue. This percentage is known as a A. bonus. B. sales increment. C. base salary. D. commission. E. finder's fee.
What is...commission
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