MKT 310 Week 11 Final Exam

Product DescriptionMKT 310 Week 11 Final Exam 1) Any communication by a retailer that informs, persuades, and/or reminds the target market about any aspect of that firm is ________.A) advertisingB) public relationsC) retail promotionD) the retail communication channel2) The four elements of ________ are advertising, public relations, personal selling, and sales promotion.A) communicationB) sellingC) communication channelD) promotion3) Which form of promotion has media payment, a nonpersonal presentation, out-of-store mass media, and an identified sponsor?A) sales promotionB) advertisingC) public relationsD) personal selling4) Which retailer has the highest dollar advertising expenditures among U.S. retailers?A) Sears HoldingB) McDonald’sC) Atlantic & Pacific Tea CompanyD) General Motors Cooperative Dealer Association5) A major difference between the advertising strategies of retailers and manufacturers is that retailers ________.A) are more prone to use broadcast media than manufacturersB) typically have broader geographic target marketsC) have more geographically concentrated target markets than manufacturersD) are more concerned with image-related advertising6) Which type of small retailer can have a geographically dispersed trading area?A) convenience storeB) variety storeC) direct sellerD) direct marketer7) In cooperative advertising, ________.A) a trade association promotes the advantages of a new product in order to increase salesB) two or more channel members share promotional costsC) a retailer promotes a manufacturer’s brand as being on saleD) a retailer promotes its own dealer brand as being on sale8) A major advantage of advertising as a retail medium is that ________.A) there are no media costsB) it can focus on the needs of individual customersC) the costs per viewer, reader, or listener are lowD) credibility is high9) Which characteristic of advertising as a retail medium is correct?A) Media rates are generally higher for retailers than manufacturers.B) Since a large number of media are available, retailers are generally able to match a medium to a target market.C) A strength of advertising is its ability to tailor messages to specific target markets.D) Advertising messages are generally long (in terms of time or space).10) A major disadvantage of advertising as a retail medium is that ________.A) many media utilize standardized messages that are inflexibleB) few alternative media are generally availableC) the costs of reaching a viewer, reader, or listener are highD) retail control over message timing and content is low11) Retailers spend the highest proportion of their advertising budgets in which medium?A) telephone directoriesB) direct mailC) newspapersD) flyers/circulars12) A medium’s circulation covers a broader geographic region than that containing the retailer’s target market. This concept is referred to as ________.A) wasteB) lead timeC) trading-area overlapD) throw-away rate13) An advantage of a Yellow Pages listing is the ________.A) free listingB) absence of clutterC) long medium lifeD) alphabetical listing that does not contain competing retailers in the same section14) A characteristic of direct mail is a ________.A) high response rateB) low throw-away rateC) highly targeted audienceD) long lead time15) Which medium is associated with a low response rate and a high throwaway rate?A) local magazineB) weekly newspaperC) daily newspaperD) direct mail16) Which medium is characterized by large-size ads and zoning difficulties?A) flyers/circularsB) telephone directoriesC) outdoor advertisingD) direct mail17) A(n) ________ ad should be used to communicate a new retailer opening in a market area.A) pioneerB) reminderC) competitiveD) institutional18) An advertisement in a local newspaper, featuring low interest-rate financing for consumers that purchase a top-of-the-line refrigerator, illustrates a(n) ________ ad.A) institutionalB) competitiveC) reminderD) pioneer19) Image-related advertising illustrates a(n) ________ advertisement.A) pioneerB) reminderC) competitiveD) institutional20) Vertical cooperative advertising agreements are subject to the ________.A) Consumer Goods Pricing ActB) Federal Trade Commission ActC) Robinson-Patman ActD) Sherman Antitrust Act21) In a horizontal cooperative advertising agreement, ________.A) a manufacturer (or wholesaler) and a retailer share an adB) retailers’ payment for an ad is based on their yearly sales of a particular productC) competing retailers share an ad and its costD) two or more retailers share an ad22) A major difference between advertising and publicity is based upon ________.A) media usedB) media paymentC) message flexibilityD) message type23) A major advantage of public relations versus advertising is ________.A) the source of the communication is more credibleB) the high control over a message and its timing, placement, and coverageC) the high degree of message customizationD) no costs for a public relations staff24) A major disadvantage of public relations versus advertising is ________.A) high costs for message time or spaceB) little retailer control over a message and its timing, placement, and coverageC) no carryover effectsD) less attention paid to public relations than to clearly identified advertisements25) A major advantage of personal selling is ________.A) the immediate feedback that is providedB) the large number of consumers that can be reached at one point in timeC) the low costs of reaching each target customerD) low total costs for salaries, travel, and entertainment26) Which type of salesperson is generally associated with a self-service retail environment?A) a sales engineerB) a closerC) an order-taking salespersonD) an order-getting salesperson27) PMs are best defined as ________.A) promotional allowances paid to retailers by manufacturers and wholesalers for shelf spaceB) rebates and other discounts given to buyers to induce their purchase of a manufacturer’s productsC) point-of-purchase promotions developed by manufacturers to increase store trafficD) additional compensation paid to retail salespeople by a manufacturer based on sales of its products28) The promotion form that focuses on short-run sales performance is ________.A) advertisingB) public relationsC) sales promotionD) personal selling29) Which sales promotion form seeks to develop store loyalty?A) prizesB) referral giftsC) sweepstakesD) frequent shopper programs30) The most complex method of establishing an overall promotional budget is the ________.A) objective-and-task methodB) percentage-of-sales techniqueC) incremental methodD) all-you-can-afford method31) The overall stages in a consumer’s purchase process from awareness to purchase is depicted in the ________.A) consumer brand choice modelB) hierarchy of effects modelC) brand loyalty modelD) Howard-Sheth model32) Which promotional forms are ideal for generating awareness in the hierarchy of effects model?A) advertising and public relationsB) advertising and sales promotionC) personal selling and sales promotionD) personal selling and public relations33) The efficiency of a medium can be most accurately assessed through evaluating its ________.A) waste circulation or coverageB) cost per thousandC) passalong rateD) paid circulation34) Extensive media coverage refers to ________.A) low reach with high frequencyB) low reach with low frequencyC) high reach with low frequencyD) high reach with high frequency35) In a massed advertising effort, ________.A) reach is stressed over frequencyB) salesmanship is stressedC) retailers promote throughout the yearD) promotion is concentrated in seasonal periods36) A difficulty associated with the use of national magazines by an independent retailer with a narrow trading area is ________.A) high waste in geographic coverageB) low control over timing and placement of advertisementsC) long lead timeD) absence of discounts based on the number of insertions37) Manufacturers utilize cooperative advertising agreements with retailers ________.A) to decrease retailer waste in advertisingB) as a means of channel controlC) to take advantage of the lower rates offered to retailersD) to comply with the Robinson-Patman Act38) An important advantage of advertising in comparison to personal selling is the ________.A) high ability to persuade a consumerB) high message flexibilityC) low cost of reaching a target market memberD) low waste circulation39) Which medium offers a retailer the greatest control in reaching a targeted geographic area?A) Yellow PagesB) direct mailC) daily newspapersD) radio40) Which medium has the highest message permanence?A) radioB) direct mailC) weekly newspaperD) telephone directories41) A local computer retailer desires to reach a targeted audience consisting of past customers. The retailer is offering “computer tune-ups” consisting of removal of duplicate files, virus scanning and removal, and performing diagnostic work on the system’s major hardware components. Which medium is most appropriate in reducing waste?A) direct mailB) shopperC) radioD) daily newspaper42) The creation of regional or zoned editions, superior graphics, and the availability of color have increased retailers’ use of ________.A) telephone directoriesB) magazinesC) outdoor advertisingD) direct mail43) Which type of retailer ad is most likely to include a product’s price?A) institutional advertisementB) pioneer advertisementC) reminder advertisementD) competitive advertisement44) The short space and long lead time make outdoor advertising least appropriate for what form of advertisements?A) institutionalB) pioneerC) reminderD) competitive45) A retailer stresses its community service in a current advertising campaign. This illustrates a(n) ________ ad.A) institutionalB) pioneerC) reminderD) competitive46) Since vertical cooperative advertising agreements fall under the scope of the Robinson-Patman Act, a manufacturer ________.A) must offer similar agreements to all retailers on a proportionate basis of their purchasesB) cannot offer cooperative advertising agreements to competing merchantsC) must reduce other allowances by the size of the cooperative advertising allowanceD) must require that all ads meet set criteria in terms of size and adherence to suggested list price47) Noncompeting retailers can share advertisements in media with broad geographic circulation. This strategy represents a ________.A) competitive advertisementB) pioneer advertisementC) vertical cooperative advertising agreementD) horizontal cooperative advertising agreement48) The major strategic difference between advertising and public relations relates to ________.A) identification of the sponsorB) control over the message by the marketerC) the method of presentationD) effectiveness49) If advertising and personal selling are classified as marketer-dominated, then public relations is classified as ________-dominated.A) mediaB) consumerC) governmentD) trade association50) The effectiveness of a retailer’s public relations department can be determined by evaluating ________.A) its overall budgetB) store recognition levelsC) store image positioning by target-market customersD) the comparable value in space if generated by advertising51) Most retail salespersons in self-service operations are ________.A) sales engineersB) sales managersC) order-taking salespersonsD) order-getting salespersonsMore Questions are Included…
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