1
The group of firms that make and deliver a given set of goods and services is called:
(The/A) supply chain
Firms that buy products from manufacturers and resell them to retailers are called:
Wholesalers
A facility for the receipt, storage, and redistribution of goods to company stores or customers is called a:
D__________ center
Distribution center
Warehouse facilities used to ship merchandise directly to customers are called:
F___________ centers
Fulfillment centers
A supply chain that consists of a product going directly to the retailer from the manufacturer is called a:
__________ marketing channel
Direct marketing channel
Pepsi and Coca-Cola use this kind of distribution strategy; they generally want their products in as many retailers as possible: I__________ distribution
Intensive distribution
Luxury brands such as Dolce and Gabbana use this kind of distribution strategy; only one or a few retail stores are allowed to sell their products in a certain geographic area: E____________ distribution
Exclusive distribution
This distribution strategy is somewhere between intensive and exclusive distribution: S__________ distribution
Selective distribution
Which of the following retailers would be considered a conventional supermarket?:
a) Walmart
b) Orange Street Food Farm
c) Albertsons
c) Albertsons
___________ are large stores that combine a supermarket with a full-line discount store.
Supercenters
Which of the following would be considered a warehouse club?:
a) Fresh Market
b) Costco
c) Target
Costco
These smaller retail stores usually stand alone or can be found in gas stations:
Convenience stores
These are retailers that carry many types of merchandise, and lots of items within each type. They offer customer service, and they are organized into separate departments:
Department stores
Retailers that offer a broad variety of merchandise, limited service, and low prices are called full-line discount stores. An example of this would be:
a) Dillard's
b) Dollar General
c) Target
Target
These kinds of stores concentrate on a limited number of complementary merchandise categories targeted toward very specific market segments:
S___________ stores
Specialty stores
These are specialty stores that concentrate on pharmaceuticals and health and personal grooming merchandise:
Drugstores
An example of a category specialist (also known as a big-box retailer) is:
a) Staples
b) Montana Club
c) Kohl's
Staples
Small, full-line discount stores that offer a limited selection of merchandise at very low prices are called:
E_________-v________ retailers
Extreme-value retailers
A type of retailer that offers an inconsistent assortment of merchandise at relatively low prices that are sometimes sold at a significant discount from MSRP is called an off-price retailer. Which of the following would not be considered an off-price retailer?
a) TJ Maxx
b) Walmart
c) Ross Dress for Less
b) Walmart
Firms that sell services rather than merchandise (airlines, hotels, etc.) are called:
S_________ retailers
Service retailers
A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action now or in the future is the definition of:
Advertising
The organizational function that manages the firm’s communications to achieve a variety of objectives, including building and maintaining a positive image, among other things, is the definition of:
P________ r_______
Public relations
How many steps are in the advertising process?
a) 5 steps
b) 8 steps
c) 7 steps
c) 7 steps
There are two main kinds of advertising strategies. A _______ strategy is when the goal is to get consumers to pull the product through the marketing channel (supply chain) by demanding it.
pull (strategy)
There are two main kinds of advertising strategies. A ______ strategy is when the goal is to motivate sellers (wholesalers, distributors, or salespeople) to increase demand by highlighting a certain product, thereby pushing the product onto consumers.
push (strategy)
Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase is called i___________ advertising.
informative (advertising)
Communication used to motivate consumers to take action is called p__________ advertising.
persuasive
Communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity state of their life cycle is called r__________ advertising.
reminder (advertising)
This is a type of advertising that promotes a company, corporation, business, institution, or organization. Unlike product-focused advertisements, it is not intended to sell a particular product or service. This is the definition of an i______________ advertisement.
institutional (advertisement)
Advertising that focuses on public welfare and generally is sponsored by a nonprofit institution, civic groups, religious organizations, trade associations, or political groups are called PSAs, or
_________ ___________ ______________.
public service announcements
"Red Bull Gives You Wings" and "Built Ford Tough" are examples of:
U__________ s___________ p_______________.
Unique selling propositions
Chevy having a commercial where the center of the commercial is a woman's attachment to her dog (the Chevy car is in the background) is an example of this kind of appeal:
____________ appeal
Emotional appeal
The largest expense in the advertising budget, the actual purchase of things such as airtime or print pages, is called the:
M________ b____
Media buy
There is demand for Tide laundry detergent throughout the year, regardless of the weather. Tide uses this kind of advertising schedule:
a) Continuous advertising schedule
b) Flighting advertising schedule
c) Pulsing advertising schedule
a) Continuous advertising schedule
This kind of advertising schedule consists of periods of heavy advertising followed by periods of little or no advertising. A pro sports team that only plays for half the year probably uses this kind of advertising schedule:
a) Continuous advertising schedule
b) Pulsing advertising schedule
c) Flighting advertising schedule
C) Flighting advertising schedule
The large type in an ad that is designed to draw attention is called a __________.
headline
An additional smaller headline in an ad that provides a great deal of information through the use of short and simple words is called a __________.
subheading
The main text portion of an ad is called a:
_______ _______
Body copy
In an advertisement, characteristics that identify the sponsor of a brand are called:
B_______ e_________
Brand elements
T________ means using assessments that monitor key indicators while the ad is running, such as the daily or weekly sales volume, to shed light on any problems with the ad that may be occurring.
Tracking