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Marketing 12-16

A(n) _____ is the result of applying human or mechanical efforts to people or objects.
service
All of the following are unique characteristics that distinguish services from goods EXCEPT:
searchable
A(n) _____ is a characteristic that can be easily assessed prior to purchase, such as the softness of a mattress or the color of curtains.
search quality
Which of the following services would be most likely to exhibit strong credence qualities?
the preparation of a dead body for burial
All of the following are service components customers use to evaluate service quality EXCEPT:
validity
6. All of the following are types of service processing that can occur EXCEPT:
product processing
7. The most basic benefit the consumer is buying in a service is referred to as the:
core service
A group of services that support of enhance the core service is called
supplementary services
___ is the strategy that uses technology to deliver customized services on a mass basis
mass customization
All of the following are key factors in the distribution strategy for services EXCEPT
customization
All of the following are recommended promotional strategies for services EXCEPT
concentrating on franchising
The ___ of a service most clearly reveals the relationship between its target market strategy and its distribution strategy
Convenience
At which level of relationship marketing does the firm only use pricing incentives to encourage customers to continue doing business with it?
Level 1
The level of relationship marketing that is least likely to be effective in the long term because its price advantage is easily imitated by other firms is based on:
pricing incentives
In a nonprofit organization, ___ are often concerned with partially or fully defraying costs rather than achieving a profit
pricing objectives
To be successful in the global marketplace, service firms must first
determine the nature of their core product
Describe the five gaps identified in the gap model of service quality that can cause problems in service delivery and influence customer evaluations of service quality. Discuss ways that marketers can close each gap.
*short answer*
What are the five key issues to remember when developing distribution strategies for service organization?
-Convenience to customers
-Enough outlets to satisfy customers’ needs
-Whether to provide direct or indirect distribution
-Location of service
-Scheduling of when services will be available
All of the following accurately describe supply chain management EXCEPT
relies on a “push” strategy
All of the following are benefits of supply chain management EXCEPT
decreased cash flow
____ occurs when all the firms and business units particpating in the supply chain appear as though they are reading from the same script
supply chain integration
____integration is the ability of 2 or more companies to delevop social connections that serve to guide their interactions when working together
social
Which of the following is an example of one of the six types of integration that are sought by firms interested in providing top-level service to their customers?
material and service supplier integration
___is (are) composed of bundles of interconnected activities that stretch across firms in the supply chain
business processes
There are eight critical business processes on which supply chain managers most focus. Which of the following is one of those processes?
returns management
Which business process is based on the activities involved in customer data collection, forecasting of future demand, synchronization of supply and demand by comparing production capacity to forecasts, and the development of activities to “smooth out” demand
order fulfillment
the activities that enable the demand mangement proces to work include:
all of the above
Which business process ensures that firms in the supply chain have the resources they need?
manufacturing flow management
which business process supports manufacturing flow by identifying and maintaining relationships with highly valued suppliers?
supplier relationship management
___ is information technology that replaces the paper documents that usually accompany business transactions
electronic data interchange
all of the following are part of a sequence of “source, make, and deliver,” EXCEPT
trade promotions
___ provies time utility to buyers and sellers and aids manufacturers in managing supply and demand
storage
the goal of any effective materials-handling system is to
move items quickly with minimal handling
the relative ease with which a shipment can be located and transferred is:
traccability
List the eight critical business processes on which supply chain managers must focus.
1. Customer relationship management
2. Customer service management
3. Demand management
4. Order fulfillment
5. Manufacturing flow management
6. Supplier relationship management
7. Product development and commercialization
8. Returns management
List the components of the supply chain that are often described as a sequence of “source, make, and deliver.”
1. Supply management
2. Inventory control
3. Order processing
4. Production
5. Warehousing and materials handling
6. Transportation
What is the customer service management process? List five activities that may be considered part of this process
The customer service management process presents a multi-company, unified response system to the customer whenever complaints, concerns, questions, or comments are voiced. It includes such activities as taking customer call or requests for information, developing response procedures, amending orders, aiding in installation, measuring customer satisfaction with the service encounter, and checking warranty status. Students may have other equally correct ideas about this process.
The major characteristic that is used to differentiate among types of intermediaries is whether they:
take title to the products they sell
_____ are 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
agents and brokers
_____ considerations affecting the wholesaler choice include how often a product is purchased and how long a customer is willing to wait to receive the product.
buyer
The three basic functions channel intermediaries perform are:
transactional, logistical, facilitating
Which of the following are examples of facilitating functions performed by wholesaling intermediaries?
researching and financing
Which of the following statements concerning how market factors affect channel decisions is true?
industrial customers tend to buy in larger quantities and require more customer service
The capacity of a particular marketing channel member to control or influence the behavior of other channel members is known as:
channel power
A situation that occurs when one marketing channel intentionally affects another member’s behavior is called:
channel control
Channel conflict:
is often caused by an inability of some channel members to keep up with the changing times
Channel conflicts that occur between different levels in a marketing channel is referred to as:
vertical conflict
_____ is defined as all activities directly related to the sale of goods and services to the ultimate consumer for personal, nonbusiness use or consumption.
retailing
The number of different varieties of fishing lures carried by the Angler’s Store refers to the store’s
assortment depth
_____ shows how much the retailer makes as a percentage of sales after the cost of goods sold is subtracted
gross margin
_____ is the retailing strategy of offering consumers very limited service and carrying a broad assortment of well-known, nationally branded “hard goods”
full-line discounting
_____ is the most pervasive retail business in the United States. Consumers get products out of automated machines, and it accounts for billions of dollars worth of goods each year in the United States.
automatic vending
A(n) _____ is a continuing relationship in which an individual or business grants business rights to operate or sell a product to another individual or business.
franchise
____uses complex mathematical models to help retailers make better product mix decisions
data mining
What is the first task of developing a retail strategy? What is involved in this task?
The first of developing a retail strategy is defining the target market the prospective retailer wishes to serve. This process begins with market segmentation and a thorough knowledge of the segment targeted. Target markets in retailing are often defined on demographic, geographic, and psychographic dimensions. Different combinations of the elements in the retail marketing mix enable a retailing establishment to position itself for its particular targeting strategy.
Discuss the four main areas of importance in service distribution.
LOOK UP
_____ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
promotion
The main function of a promotional strategy is to:
convince the target customers that a firms products offer competitive advantages over those of its competition
A ___ is defined as a unique aspect of an organization that causes target consumers to patronize that firm rather than competitors
competitive advantage
_____ is the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes.
communication
Interpersonal communication is:
direct face-to-face communication between two or more people
Which of the following is NOT a disadvantage a firm using mass communication might experience?
great expense on a per person exposed basis
The communication process itself consists of:
encoding, decoding, channel, sender, and receiver
Encoding is:
conversion of the sender’s ideas and thoughts into a message
A Channel in communication is:
any communication medium
For communication to be effective:
marketing managers must ensure a proper match between the message to be conveyed and the target market’s attitudes and ideas
Informative promotion is generally used:
during the early stages of the product life cycle
The goal of persuasive promotion is to:
stimulate a purchase or an action
The promotional mix consists of:
advertising, public relations, sales promotion, personal selling, and social media
The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to gain public understanding is called:
public relations
Publicity:
has internal costs to the company associated with it
Which of the following statements about the characteristics of the elements in the promotional mix is true?
important promotional ingredients tend to receive the most funding
____consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows
sales promotion
The AIDA concept:
is a model for reaching promotional objectives that outlines a sequential process for effective promotion
AIDA stands for:
attention, interest, desire, action
The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:
personal selling and persuasive advertising
____ is the careful coordination of all promotional activities to produce a consistent, unified message that its customer focused
integrated marketing communications
You are the promotions director for Sunland Farm cholesterol-free eggs. Describe the steps in the communication process in your promotion campaign, using specific examples of the actions that will take place in promoting the eggs
LOOK UP
The promotional mix is made up of a blend of five promotional tools. Name and briefly define each of these five tools.
LOOK UP
How can advertising affect consumers?
it can change negative attitudes to positive ones
Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?
advocacy
Which form of advertising is designed to influence demand for a specific brand?
competitive
An advertising campaign:
extends for a defined period of time
A(n) _____ is a specific communication task that a campaign should accomplish for a specified target audience during a specified period.
advertising objective
Before any creative work can begin on an advertising campaign, it is important to:
determine what goals or objectives the advertising should achieve
DAGMAR is an acronym for:
Defining Advertising Goals for Measured Advertising Results
Which of the following is what consumers will receive or achieve by using a product?
benefit
In advertising, the goal is to sell the ___, not the ____ of a product
benefits; attributes
All of the following are common types of advertising appeals EXCEPT;
commitment
A(n)___is a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
unique selling promotion
_____is the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience.
media planning
____is the cost of reaching one member of the target market
cost per contact
_____ measures the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks.
reach
_____is a measure of the number of times an individual is exposed to a brand message. It is used to measure the intensity of a specific medium’s coverage
frequency
A(n)____designates the medium of media to be used, the specific vehicles, and the insertion dates of the advertising
media schedule
The main premise of _____ planning is that advertising works by influencing the brand choice of people who are ready to buy.
recency
____is used by public relations specialists to handle the effects of unfavorable publicity
crisis management
Which of the following statements about online sales promotions is true?
Internet sales promotions are more effective and cost-efficient at generating responses than their off-line counterparts
List and briefly describe the four basic types of media scheduling. Give an example of a product that would be likely to use each of these types of scheduling.
LOOK UP
Describe some specific ways that companies are using the Internet in their public relations strategies.
LOOK UP

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