Professional Documents
Culture Documents
Retail store types pass through stages of growth and decline that
can be described as the _____.
wheel of retailing
levels of retailing
break-even analysis
product differentiation
procurement analysis
_____ refers to the "look" a store has, planned to suit the target
market.
Aesthetics
Layout
Tempo
Atmosphere
Floor plan
Generics
House brands
Retailer brands
House labels
Full-service wholesalers
Limited-service wholesalers
Specialized wholesalers
Market logistics
Warehousing
_____ refers to the elapsed time between an order's receipt,
delivery, and payment.
Credit cycle
Payment-delivery cycle
Order-to-payment cycle
Receipt-to-payment cycle
Warehousing
Logistics
Containerization
Distribution management
Trainship
Piggyback
Trainruck
Trainback
True
False
To better differentiate themselves and generate consumer
interest, some luxury retailers are attempting to make their store
and merchandise more narrow and specialized.
True
False
True
False
True
False
True
False
True
False
True
False
True
False
True
False
True
False
What are the four levels of service retailers can offer? Explain
each.
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Home Chapter 17 Concept Check
Concept Check
sales promotion
direct marketing
personal selling
Sales promotion
Direct selling
Personal selling
Sales promotion
Direct selling
Personal selling
A(n) _____ appeal elaborates on product or service attributes or
beliefs.
image
performance
creative
informational
transformational
performance
creative
informational
transformational
Non-personal communications
Direct communications
Indirect communications
Congruent communications
Sales promotions
Public relations
Personal communications
reliable
share-of-voice
competitive-parity
symbiotic
sales promotion
direct marketing
personal selling
public relations
Multiple-stage campaign
Multiple-vehicle campaign
Marketing communications allow companies to link their brands
to other people, places, events, brands, experiences, feelings and
things.
True
False
True
False
True
False
True
False
True
False
Advocate channels consist of neighbors, friends, family members
and associates talking to target buyers.
True
False
True
False
True
False
True
False
True
False
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Home Chapter 18 Concept Check
Concept Check
Mass communication
Sales promotion
Events
Public relations
Persuasive
Reminder
Reinforcement
Advocacy
Persuasive
Reminder
Reinforcement
Advocacy
_____ is/are a pervasive medium. Its main advantages to
advertisers are its flexibility; audiences are very targeted, ads
relatively inexpensive to produce and place, and short closings
allow for quick response.
Television
Radio
Newspapers
Magazines
Impact
Media selection
Reach
Frequency
Billboards
Mass media
Place advertising
Point-of-purchase advertising
Audience
Effective audience
Effective ad-exposed audience
Cost-per-thousand
Sales promotion
Events
Direct marketing
Public relations
Mass advertising
Events sponsorship
demand-side
direct
indirect
secondary
An advertising goal is a specific communications task and
achievement level to be accomplished with a specific audience in
a specific period of time.
True
False
True
False
True
False
True
False
True
False
Advertorials are print ads that offer editorial content that reflects
favorably on the brand and is difficult to distinguish from
newspaper or magazine content.
True
False
True
False
True
False
True
False
True
False
What are the five major decisions, known as "the five M's" that
marketing managers must make in developing an advertising
campaign?
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Home Chapter 19 Concept Check
Concept Check
Personal communications
Personal selling
Direct marketing
Direct selling
Telecoverage
Teleprospecting
Teleresponse
Customer service
Telecoverage
Teleprospecting
Teleresponse
Customer service
A(n) _____ is a limited area on the Web managed and paid for by
an external advertiser/company.
banner
microsite
interstitial
sponsorship
sub-site
order taker
demand creator
technician
missionary
missionary
technician
demand creator
solution vendor
indirect
contractual
technical
Backward-feed
Rotation
Feedback
Audited
pre-approach
overcoming objectives
closing
pre-approach
qualifying
overcoming objectives
closing
In B2B direct marketing, the prospect is often not an individual
but a group of people or a committee that includes both decision
makers and multiple decision influencers.
True
False
True
False
True
False
True
False
True
False
True
False
True
False
True
False
True
False
False
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paragraph, and </p> at the end.
What are the seven design elements (the 7Cs) that effective Web
sites feature? Define each of these.
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paragraph, and </p> at the end.
Home Chapter 19 Concept Challenge
Concept Challenge
Database marketing
Interactive marketing
Lifetime-value marketing
Database marketing
Interactive marketing
Lifetime-value marketing
sponsorships
alliance ads
interstitials
crawlers
There are almost 1 million independent Internet companies that
post Amazon.com banners on their Web sites through a(n)
_____ with Amazon.
endorsement program
sponsorship
affiliate program
target program
microsite agreement
prospecting
communicating
selling
allocating
prospecting
communicating
selling
allocating
variable amount
expense allowance
benefits
total amount
variable amount
expense allowance
benefits
total amount
routinized
contractual
automatic
maintenance
True
False
True
False
True
False
True
False
True
False
A direct sales force includes inside sales personnel and field
sales personnel.
True
False
True
False
True
False
True
False
True
False
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Home Chapter 18 Concept Challenge
Concept Challenge
advertising frequency
product substitutability
Advertising frequency
Product substitutability
Repetition ration
Hierarchy-of-effects
message strategy
positioning
copy strategy
campaign
Which advertising medium is characterized by the fleeting nature
of the message and high production and placement costs?
television
radio
newspapers
magazines
Frequency
Reach
Timing
Exposure
$6500
$65
$70
$700
Concept Challenge
selective perception
selective distortion
selective retention
selective reception
selective perception
selective distortion
selective retention
selective reception
selective perception
selective distortion
selective retention
selective reception
credibility
congruity
conformity
confluence
Advocate
Social
Direct
Non-personal
advertising
sales promotions
public relations
personal selling
percentage-of-sales
competitive-parity
objective-task
symbiotic
Home Chapter 16 Concept Challenge
Concept Challenge
consumer cooperative
voluntary chain
merchandising conglomerate
consumer cooperative
voluntary chain
merchandising conglomerate
The oldest and most heavily trafficked city area is called a(n)
_____.
prime location
urban district
Giant retailers called _____ concentrate on one product category
such as toys (Toys "R" Us) or home improvement (Home Depot).
supercenters
box stores
department stores
variety stores
category killers
house
retail label
creative label
generic label
slotting
listing
inventory
initiation
Limited-service wholesalers
Specialized wholesalers
Which of the following is not one of the four major decisions that
must be made with regard to market logistics?
How should orders be handled?
processing-carrying
optimal carrying
optimal processing
optimal order
Non-store retailing has been growing at a faster rate than store
retailing.
True
False
True
False
True
False
True
False
In the United States store brands now account for one of every
five items sold.
True
False
True
False
Wholesalers absorb some risk by taking title and bearing the cost
of theft, damage, spoilage and obsolescence.
True
False
True
False
True
False
False
What are the four major categories non-store retailing falls into?
Explain each of these.
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