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Question
Define advertising and explain why new brands with small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share.Answer
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Related questions
Q:
AutoFry is the leading manufacturer of ventless deep fryers for supermarket deli and food service operations. It has developed a new high-capacity fryer. The company has decided to purchase a mailing list of thousands of food service managers and to send out brochures with a detachable card that the managers can use to request more information. AutoFry is involved in:
a. lead qualification
b. lead generation
c. sales presentation
d. the close procedure
e. moving through the sales continuum
Q:
Consultative selling:
a. uses limited sales planning
b. uses a "lone wolf" approach to selling
c. sells advice, assistance, and counsel rather than products
d. uses short-term follow-ups, which focus on product delivery
e. emphasizes closing the sale during the sales presentation
Q:
All of the following statements characterize the traditional personal selling approach EXCEPT:
a. Traditional selling focuses on closing sales.
b. Traditional selling uses short-term follow-ups that focus on product delivery.
c. Traditional personal selling takes a team approach to the account.
d. Salespeople sell products not advice and assistance.
e. Proposals and presentations used emphasize pricing and product features.
Q:
Relationship selling is also called:
a. long-term selling
b. win-win selling
c. consultative selling
d. experiential selling
e. interactive selling
Q:
General Mills is offering resellers a 10 percent discount on all cases of its granola bars purchased during the month of June. General Mills is offering a:
a. trade allowance
b. life cycle extension promotion
c. P-O-P discount
d. push money deal
e. product development deal
Q:
Lopez is the largest Hispanic-owned meat processor in the United States. To assist retailers in marketing its products, Lopez provides point-of-sale materials and offers special introductory discounts to retailers. Lopez uses:
a. functional marketing
b. relationship selling
c. consumer promotions
d. startup marketing
e. trade promotions
Q:
The Men's Health Center offers free blood pressure tests, cholesterol screening tests, and prostate exams one day each year. These free health tests are an example of a:
a. premium
b. free sample
c. service commission
d. sponsorship
e. point-of-purchase promotion
Q:
Which of the following statements about contests and sweepstakes is true?
a. Contests depend on luck, and participation is free.
b. Contests are generally effective tools for creating long-term relationships with customers.
c. Sweepstakes are promotions that require participants to exhibit some skill.
d. Sweepstakes usually draw about ten times more participants than contests.
e. Contests and sweepstakes are not useful for creating interest and publicity.
Q:
Cobranded credit cards are used in conjunction with:
a. self-perpetuating premiums
b. loyalty marketing programs
c. trade consumer promotions
d. consumer discount programs
e. functional consumer discounts
Q:
Whenever Jeff buys a box lunch at Heavenly Ham, he gets a stamp on his "Lunch Bunch" card. When he has 10 stamps, he can exchange the card for a free box lunch. This is an example of a(n):
a. self-liquidating premium
b. frequent buyer program
c. loyalty incentive
d. in-store rebate
e. consumer allowance
Q:
Which of the following transportation modes can most easily determine the location of a package en route between shipper and receiver?
a. air
b. truck
c. rail
d. pipe
e. water
Q:
When using _____, suppliers assume the responsibility for managing inventories at customer locations through the use of highly automated electronic messaging systems, which allow the exchange of information between vendors and customers.
a. automatic replenishment programs
b. distribution resources programs
c. materials requirement planning
d. automated logistics
e. dynamic order fulfillment programs
Q:
All of the following are types of inputs used in both materials requirement planning and distribution resource planning EXCEPT:
a. source of funding
b. lead times
c. mode of transportation to be used
d. outstanding orders
e. sales forecasts
Q:
Which of the following is the inventory control system that manages the replenishment of raw materials, supplies, and components from the supplier to the manufacturer?
a. electronic data interchange (EDI)
b. distribution resource planning (DRP)
c. third party logistics firm (3PL)
d. materials requirement planning (MRP)
e. activity-based costing (ABC)
Q:
_____ is the direct electronic transmission, from computer to computer, of standard business forms between two organizations. When this technique is used, orders can become virtually paperless, and information about the order is available to both firms.
a. Business prioritizing
b. Electronic data interchange
c. Just-in-time inventory
d. Real-time inventory
e. Direct sourcing
Q:
In which logistical component of the supply chain will you find electronic data interchange a common feature?
a. production scheduling
b. transportation
c. order processing
d. materials-handling
e. all of these
Q:
_____ distribution channel relationships are situations where one company or several companies acting as one perform all channel functions.
a. Arm's Length
b. Functional
c. Cooperative
d. Hierarchical
e. Integrated
Q:
With the _____ channel relationship, both parties retain their independence and pursue their own interests while attempting to benefit from the goods or services provided by the other.
a. Arm's Length
b. functional
c. cooperative
d. hierarchical
e. integrated
Q:
Rolex is an expensive brand of watches. The company has a policy of only having one or two dealers within a given large geographic area. Buyers of Rolex watches will travel to acquire just the right watch. This is an illustration of which level of distribution intensity?
a. exclusive
b. intensive
c. selective
d. reciprocal
e. premium
Q:
_____ distribution is achieved by screening dealers to eliminate all but a few in any single geographic area. Shopping goods and some specialty products that consumers are willing to search for are sold this way.
a. Intensive
b. Selective
c. Exclusive
d. Dual
e. Controlled
Q:
A large automotive after-market business wanted to improve its current situation, which is characterized by excessive inventory, incomplete information, high logistics costs, slow reactions to environmental change, and lost profits at the retail level. Would supply chain management be of any help to the business?
a. Yes, supply chain management is designed to coordinate and integrate all the activities from raw materials to product consumption.
b. No, supply chain management is only applicable to distribution strategies for products being sold to the consumer market.
c. Yes, supply chain management would be very useful because it relies so heavily on benchmarking.
d. Yes, supply chain management would alleviate all channel conflict.
e. No, supply chain management requires an expensive investment of time and resources to make it worthwhile.
Q:
The connected chain of all of the business entities, both internal and external to the company, that perform or support the logistics function is known as the:
a. channel of distribution
b. intermediary link
c. physical distribution integration
d. reseller network
e. supply chain
Q:
Customers can purchase HP computers from retail stores like Best Buy and Office Depot, online directly from HP, and through various catalogs. HP is using a(n) _____ distribution arrangement.
a. intensive
b. multiple
c. exclusive
d. cumulative
e. aggregated
Q:
One configuration of a marketing channel entails producers selling to consumers with no intermediaries involved. This is called a:
a. limited distribution system
b. conventional channel
c. vertical marketing system
d. reciprocal channel
e. direct channel
Q:
_____ is the efficient and cost-effective forward and reverse flow and storage of goods, services, and related information, into, through, and out of channel member companies.
a. Disintermediation
b. Logistics
c. Materials handling
d. Intermodal transportation
e. Contract logistics
Q:
_____ are wholesaling intermediaries who facilitate the sales of a product from producer to end user by representing retailers, wholesalers, or manufacturers and providing little input as to the terms of the sale.
a. Marketing facilitators
b. Channel cooperatives
c. Agents and brokers
d. Merchant wholesalers
e. Channel functionaries
Q:
The major characteristic that is used to differentiate among types of intermediaries is whether they:
a. install exchange barriers such as location, time, and quantity
b. create specialization of labor
c. create economies of scale
d. take title to the products they sell
e. raise profit margins for independent middlemen
Q:
Marketing channels make distribution simpler by reducing the number of transactions required to get products from manufacturers to consumers. This is called:
a. forward integration
b. contact efficiency
c. elimination of temporal discrepancies
d. sorting
e. reciprocity
Q:
YKK slide fasteners (zippers) are made in Macon, Georgia, yet manufactures all over the world use zippers to manufacture, clothes, luggage, shoes, and other items. Wholesalers around the world primarily help to overcome a(n) _____ discrepancy.
a. creation
b. temporal
c. assortment
d. spatial
e. ownership
Q:
Certified Grocers Midwest, Inc., the Chicago-based grocery wholesale cooperative, provides all kinds of meats, cereals, canned and fresh fruits and vegetables, beauty aids, health care items, and pet products to the supermarkets in its channel. Certified Grocers is aiding consumers by overcoming:
a. spatial discrepancy
b. discrepancy of quantity
c. discrepancy of assortment
d. demand discrepancies
e. discrepancy of possession