Chapter 14: integrated marketing communication

M

MULTIPLE CHOICE

  1.   _____ is communications by marketers that inform, persuade, and remind potential buyers of a product in order to influence an opinion or elicit a response.

a.	Distribution
b.	Price
c.	Research and development
d.	Promotion
e.	Publicity

  2.   Toni is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Toni is developing a:

a.	promotional strategy
b.	set of promotion goals
c.	marketing mix
d.	communication mix
e.	selling plan

  3.   Microsoft used an optimum mix of advertising, personal selling, public relations, and sales promotion to communicate with its target audience for Windows 2000. Microsoft's plan to use these tools made up its:

a.	mass communication mix
b.	promotional strategy
c.	selling plan
d.	marketing mix
e.	strategic goals

  4.   The main function of promotion is to:

a.	convince the consumers a firm's products offer differential advantages over those of its competition
b.	find a niche in the marketplace for the firm and its products
c.	provide the firm with research information about the success of its marketing effort
d.	ensure smooth distribution channels
e.	have control over the length of the stages of the product life cycle

  5.   A _____ is defined as a set of unique features of a company and its products perceived by the target market as significant and superior to the competition.

a.	comparative advantage
b.	differential advantage
c.	unique selling proposition
d.	special benefit
e.	promotional plan

  6.   The Racer's Bicycle Company manufactures racing bicycles that are clearly superior to the competition in terms of weight, durability, and aerodynamics. Racer's advertising emphasizes this:

a.	publicity result
b.	marketing mix
c.	differential advantage
d.	communications model
e.	sales promotional theme

  7.   The manufacturer of Secret Deodorant states that the deodorant is "strong enough for a man, but made for a woman." This is an example of how a product creates a:

a.	unique selling proposition
b.	comparative advantage
c.	differential advantage
d.	special benefit
e.	promotional theme

  8.   The four major promotional tools (advertising, personal selling, sales promotion, and public relations) are known as the:

a.	communication model
b.	advertising campaign
c.	marketing mix
d.	publicity four
e.	promotional mix

  9.   The promotional mix consists of:

a.	advertising, publicity, direct marketing, and personal selling
b.	advertising campaigns
c.	product, promotion, price, and place
d.	advertising, personal selling, sales promotion, and public relations
e.	advertising, telemarketing, and publicity

10.   _____ is any form of sponsor-identified, paid, mass communication.

a.	Advertising
b.	Publicity
c.	Promotion
d.	Public relations
e.	Nonpaid communication

      

11.   A local exterminator uses the image of a large dead cockroach to communicate its service. The pictures of the dead insect appear on transit cards throughout the community. This is a form of:

a.	implicit communications
b.	publicity
c.	sales promotion
d.	public relations
e.	advertising

12.   Which of the following statements about advertising is true?

a.	The total costs of advertising are typically low.
b.	The signs on the outsides of buses and taxis are not a form of advertising.
c.	The cost per contact in advertising is low.
d.	Innovative media are not used in advertising.
e.	Advertising is any form of communication in which the sponsor is identified.

13.   The marketing function that evaluates public attitudes, identifies areas within the organization that are of public interest, and executes a program of action to gain public understanding is:

a.	public relations
b.	advertising
c.	mass communications
d.	personal selling
e.	sales promotion

     

14.   When Disney sent a model of Sleeping Beauty's Palace around Europe, and leading television stations in Britain, France, Germany, Italy, and Spain offered live broadcasts of EuroDisneyland's official opening celebration, Disney was experiencing the effects of its:

a.	advertising and personal selling efforts
b.	strategic product promotions and resulting sales
c.	target marketing strategy
d.	sales promotion efforts
e.	public relations strategy and resulting publicity

15.   Public information about a company, good, or service appearing in the mass media as a news item is:

a.	personal selling
b.	advertising
c.	mass communications
d.	publicity
e.	sales promotion

16.   Publicity:

a.	will never damage a company because it performs the information task of promotion
b.	is free communication
c.	is not persuasive with customers
d.	has to be purchased with the mass media used
e.	has many internal costs to the company associated with it

17.   _____ consists of marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows.

a.	Sales promotion
b.	Public relations
c.	Personal selling
d.	Advertising
e.	Publicity

18.   Most large warehouse membership clubs give away free samples of the packaged foods sold in their stores. This is a form of:

a.	public relations
b.	sales promotion
c.	personal selling
d.	advertising
e.	publicity

19.   Frank's RedHot hot sauce created a "Sing the Blues" contest. Participants were asked to write original lyrics about Frank's RedHot set to their favorite tune and submit to the manufacturer. The writer of the winning song received a free all-expense paid trip to a House of Blues. This is an example of:

a.	a sales promotion
b.	a public relations activity
c.	advertising
d.	an implicit communication
e.	personal selling

20.   A planned, face-to-face presentation in a conversation with one or more prospective purchasers for the purpose of making a sale describes:

a.	implicit communication
b.	personal selling
c.	mass communication
d.	public relations
e.	telemarketing

Chapter 13: Retailing

1. 1.  Discount stores are retail chains that compete on the basis of low prices, high turnover, and high volume. Name and briefly describe four types of discounters, and give an example of each type.

2.

Compare and contrast supermarkets and convenience stores. Name several characteristics of each store in your answer.

Chapter 12- Marketing Channels and Supply Chain Management

Chapter 12—Marketing Channels and Supply Chain Management

1. A marketing channel is a business structure of interdependent organizations that reach from the point of product origin to the consumer with the purpose of moving products to their final consumption destination.

T    F

2. As products move through the marketing channel, channel members provide economies to the distribution process in the form of specialization and division of labor, overcoming discrepancies, and contact efficiency.

T    F

3. Ted stopped by the convenience store to buy a can of Coke. He is glad that he can buy one can at a time, instead of having to buy the thousands of gallons of Coke the manufacturer produces every day. For Ted, the convenience store overcomes a discrepancy of assortment.T    F

4. Residents of Yon, California, live in an isolated area of the state. To purchase a new car, the residents will very often need to drive two to three hours to visit a dealership. Luckily, a local dealer has just opened a new car lot for the residents of Yon to shop. In this case, the automobile manufacturer has overcome spatial discrepancies by franchising a dealership close to consumers.T    F

5. Consider a scenario in which there are four manufacturers, no intermediaries, and three consumers. Twelve transactions would be required for each consumer to receive products from each manufacturer. Demonstrating the idea of contact efficiency, introducing one intermediary reduces the required number of transactions to eight.T    F

6. A wholesaler that takes title and physical possession of the goods can be called a merchant wholesaler.

T    F

7. Terry Kapron represents a large yachting company and gets paid a commission for finding buyers and linking them up with the yacht manufacturer. Kapron is a merchant wholesaler.T    F

8. The three basic functions a channel intermediary provides are transactional (including physical distribution and sorting), logistical (including research and financing), and facilitating (including contacting, promoting, negotiating, and risk taking).T    F

9. Logistics management is a subset of physical distribution and means transporting raw materials and/or finished goods.T    F

10. Buttercup Coffees sells all its products to end users (Fortune 1000 companies with coffee-break rooms), without the use of channel intermediaries. Buttercup uses a direct channel.T    F

MULTIPLE CHOICE

  1. 1.  A business structure of interdependent organizations, reaching from the point of product origin to the consumer, is a:

a.	facilitating agency or place member
b.	marketing mix intermediary
c.	selective distribution canalis
d.	marketing channel or channel of distribution
e.	transportation channel or channel of movement

  2.   Marketing channels can achieve economies of scale through:

a.	overcoming spatial discrepancies
b.	contact expertise
c.	specialization and division of labor
d.	overcoming temporal discrepancies
e.	overcoming discrepancies of quantity

  3.   Distribution channels aid in overcoming barriers to exchange that are created in the production process by overcoming all of the following type discrepancies EXCEPT:

a.	possession
b.	assortment
c.	quantity
d.	spatial
e.	temporal

  4.   The difference between the amount of product produced and the amount an end user wants to buy is referred to as a discrepancy of:

a.	space
b.	quantity
c.	assortment
d.	accumulation
e.	temporality

  5.   The Cedarburg Dairy purchases milk in 100,000-gallon truckloads from several dairy farms. The dairy packages the milk into pint, quart, half-gallon, and gallon containers and sells these containers by the case to grocery stores. The Cedarburg Dairy has aided the grocery stores by overcoming the discrepancy of:

a.	temporality
b.	space
c.	assortment
d.	accumulation
e.	quantity

  6.   If a retail outlet does not offer all the items necessary in order to use or to receive full satisfaction from a product that it sells, there is a:

a.	discrepancy of assortment
b.	discrepancy of quantity
c.	spatial discrepancy
d.	temporal discrepancy
e.	contact discrepancy

  7.   A manufacturer may only produce one product, yet additional products may be required to actually use the first product. This creates a:

a.	discrepancy of quantity
b.	discrepancy of assortment
c.	spatial discrepancy
d.	temporal discrepancy
e.	contact discrepancy

  8.   The Hit-the-Beach Store purchases swimsuits, sunscreen products, towels, beach toys, beach chairs, and surf boards from a variety of manufacturers and brings these items to its large store in a California coastal city. The store's goal is to provide every amenity needed for a trip to the beach, so Hit-the-Beach is aiding consumers by overcoming the:

a.	spatial discrepancy
b.	discrepancy of quantity
c.	discrepancy of assortment
d.	temporal discrepancy
e.	contact discrepancy

  9.   A(n) _____ discrepancy is created when a product is produced but a consumer is not ready to purchase it.

a.	quantity
b.	spatial
c.	contact
d.	temporal
e.	assortment

10.   The Howlin' Halloween Company operates its manufacturing facilities year-round, but the sales season for Halloween costumes and party decorations is usually September 1 through November 1. However, sales remain steady all year as the company sells to wholesale distributors that stock the product. The wholesale distributors are helping to overcome a(n) _____ discrepancy.

a.	assortment
b.	spatial
c.	contact
d.	quantity
e.	temporal

TRUE/FALSE

Chapter 10 TRUE- FALSE Highlight the correct answer.

Chapter 10—Developing and Managing Products

TRUE/FALSE

1. Ben & Jerry's addition of new ice cream flavors would not be considered new products since the company was already making ice cream. They would simply be called line extensions. T    F

2. Ebony soap has just undergone a minor change in fragrance, but the manufacturer can still call the soap a new product, as in "new and improved."T    F

3. While developing new products is far from an exact science, most firms do follow a formal new-product development process.T    F

4. A firm's overall marketing strategy is one subset of that firm's new-product strategy that is necessary to the long-term survival of the firm.T    F

5. If a firm adopts the marketing concept, then during the idea generation stage of the new-product development process, the logical starting place should be the customers of the firm.T    F

6. Applied research is the process of converting useful applications into marketable products.T    F

7. Employees at the Bear Creek Craft Corporation are trying to come up with ideas for new product development. The employees are all in a room together, shouting out potential ideas. The ideas are written down and evaluated as they are generated. This is an example of brainstorming.T    F

8. During the screening stage of the new product development process, it is appropriate to use concept tests.T    F

9. The Tichnor Publishing Company is currently engrossed in its first estimations of costs and revenues for a new project. This firm is engaged in a new-product business analysis.T    F

10. Basically, all that happens in the development stage of the new-product process is that the first prototype of the product gets developed.T    F

11. A test market is one example of a laboratory test where consumers are encouraged to try a new product and provide feedback to the manufacturer.T    F

12. The city a firm chooses as its test market should reflect the demographic and other characteristics of the whole nation only if that is an accurate representation of the producer's intended market for the product.T    F

13. A serious problem that may be caused by test marketing is that a firm's competitors can find out about the new product before it has been fully introduced.T    F

14. The Downhill Racing Company has developed a new kind of snow ski. The company has already performed screening, development, and testing. Assuming the results coincide with profit and cost expectations, the most likely next step is commercialization.T    F

15. The most important factor in product failures is a poor match between product characteristics and customer desiresT    F

16. Increasing globalization of markets and of competition provides a reason for multinational firms to consider new-product development from a worldwide perspective.T    F

17. Diffusion is the process of individual choice--of one particular consumer choosing to accept an innovationT    F

18. Ferree Cabinet Making Company has two new products: one is a cherry wood bookcase that is sold completely constructed; the other is a walnut bookcase with glass doors and fluorescent lights that comes unassembled. Of these two, the cherry unit will probably be diffused more quickly, because it is less complex.T    F

19. The So-Comfy Footstool Company is considering introduction of a reclining chair with a built-in footstool. The company plans to offer a one-week, in-home trial to encourage people to buy its product. This plan would probably increase the product's rate of diffusion.T    F

20. The product life cycle is so named because it is similar to the premise underlying the concept of any life cycle. The unit of interest is born, it grows for some time, and it reaches some level of maturity and stability before dying.T    F