marketing 431 quiz 10

Because of high ___________ retailers with low profit margins can still be attractive businesses?
Inventory turnover
Which of the market structures best describes the current state of retailing in the United States?
Highly concentrated
Which theory of retail evolution proposes that retail stores start out as low-price low-status stores and then gradually move upscale as the business grows?
The wheel of retailing
The basic elements of store architecture are pretty much the same today as they were 200 years ago.
‘True’.
It is impractical to sell expensive products such as electronics or cosmetics through vending machines.
False’.
Which of the approaches to developing a promotions budget is theoretically the best one to use?
Objective-task
The AIDA model for persuasive communication suggests there are four stages you need to go through in order to persuade somebody. The LAST thing you have to do is?
Tell the person what you want them to do.
The PUSH approach to promotion…
Focuses on getting members of the distribution channel to support the product
The basic communication model describes how a message is transmitted from a sender to a receiver. The __________ is the medium used to transmit the encoded message to the receiver?
Channel of communication
The reason integrated marketing communications campaigns are so powerful is that?
These are all reasons why integrated marketing communications can be so powerful
Telemarketing is an inexpensive retail format for relationship marketing.
False’.
When I was a young man (not too long ago) Big Box retailers – very large, free-standing specialty stores were very popular. Today many of these stores such as Toys’R’us and Party Supplies Warehouse, stand empty. This could be explained according to ____________?
The retail life cycle
A ____________ is a retail concept where, typically a smaller retailer provides highly personalized service through a single retail outlet?
Independent store
The basic communication model describes how a message is transmitted from a sender to a receiver. The only way a sender can know whether the message has been received is through?
Feedback
The PULL approach to promotion…
Focuses on creating consumer demand for the product.
______________ is all of the communication to support the marketing program.
Promotion
Which of the following statements about the AIDA model of persuasive communication is TRUE?
This is a sequential process; all persuasive messages have to go through the four stages.
Which of the following forms of promotion is the most influential?
Word of mouth
Which theory of retail evolution proposes that new retail concepts emerge, become popular, are widely imitated and then fade away?
The retail life cycle
____________ is an example of a retailer whose merchandise mix is both wide and deep?
Amazon
Why is it important for a marketer to know the ownership structure of a retail store?
Because the ownership structure determines who you need to approach in order to sell to the store.
Because of high ___________ retailers with low profit margins can still be attractive businesses?
Inventory turnover
Which element of the promotional mix typically compromises the smallest part of the promotions budget?
Public relations
The basic communication model describes how a message is transmitted from a sender to a receiver. The receiver’s _________ depends on how the message was interpreted by the receiver?
Response
Which promotional role might be most appropriate for a product in the introductory stage of the product life cycle?
Inform
Direct mail, catalog sales and vending machines are all examples of?
Non-store retailing
Wal-Mart started out as a low-cost, low-status retailer. The company’s success was founded on a policy of eliminating cost from retailing and passing the savings along to the consumer. Recently the company has been experimenting with high-end products such as big-screen televisions and fine jewelry. This move could be expected according to ____________?
The wheel of retailing
Which element of the promotional mix usually compromises the largest part of the promotions budget?
Sales promotion
Every business will use a different combination of promotional tools. The actual tools selected will depend on?
Actually, it depends on all of these.
Which promotional role might be most appropriate for a product in the post-purchase behavior stage of the consumer buying process?
Build Relationships
Which promotional role might be most appropriate for a product in the decline stage of the product life cycle?
This is a trick question – a company is unlikely to spend money on promotion when a product is in the decline stage.
Which of the following is NOT one of the four roles for promotion?
Positioning
Retailers attempt to make the shopping experience fun because people put a different value on the products they buy when they are having fun.
‘True’.
Two recent trends in retailing, television shopping channels and online selling are examples of?
Nonstore retailing
The basic communication model describes how a message is transmitted from a sender to a receiver. The receiver’s _________ depends on how the message was interpreted by the receiver?
Response
Which theory of retail evolution proposes that new retail concepts emerge, become popular, are widely imitated and then fade away?
The retail life cycle
The AIDA model for persuasive communication suggests there are four stages you need to go through in order to persuade somebody. The FIRST thing you have to do is?
Get the person’s attention
The basic communication model describes how a message is transmitted from a sender to a receiver. Any of the several factors that could interfere with the ability of the sender to transmit the encoded message accurately are called?
Noise
People prefer to shop for groceries near to where they live.
‘True’.
Merchandise assortments can be described in terms of breadth and depth. How would you classify a kiosk at the mall that sells Cingular cellular phones?
Narrow and shallow
One way groups of independent businesses can compete with large retail chains is to form a _______________?
Vertical marketing system
For stores selling luxury products, it is important for customers to be able to see the prices of the merchandise when browsing.
False’.
Which of these is an example of noise as it applies to the basic communication model?
All of these are examples of noise in the basic communication model
The basic communication model describes how a message is transmitted from a sender to a receiver. In order for this to happen, the message has to be _________ by the sender and ________ by the receiver?
Encoded, decoded
When is the best time to establish a metric to measure the performance of a promotion?
Public relations
There are many factors that influence the evolution of retail concepts. Certainly in the past few years, ____________, especially the widespread diffusion of the Internet has had a huge impact on the retail landscape?
Technology
For discount stores, it is important for customers to be able to see the prices of the merchandise when browsing.
True’.
Entertainment retailing recognizes that in addition to satisfying needs through purchasing products, for many people, shopping is?
Shopping is all of these.
Which of these is a question you should be asking when establishing the objective for a promotional campaign?
Who is the target audience?
Which element of the promotional mix usually compromises the largest part of the promotions budget?
Sales promotion
When sending and receiving information, a ________ is a method of encoding information?
Cue
A ____________ is a retail concept where two or more stores are owned and operated by the same company?
Corporate Chain
The quotation “I know that half of my advertising budget is wasted; but I don’t know which half” illustrates the fundamental problem with measuring the effectiveness of promotions. The problem is?
There is not a direct link between promotion expenditures and sales performance
Which of the following is NOT a component of the promotional mix?
Packaging
Which of the following forms of promotion gives marketers the greatest degree of control over the message?
Advertising
When I was a young man (not too long ago) Big Box retailers – very large, free-standing specialty stores were very popular. Today many of these stores such as Toys’R’us and Party Supplies Warehouse, stand empty. This could be explained according to ____________?
The retail life cycle
____________ is an example of a retailer whose merchandise mix is both wide and deep?
Amazon
_______________ is the process of selling goods and services to individuals for their personal use?
Retailing
the basic elements of store architecture are pretty much the same today as they were 200 years ago.
true
What do we mean when we speak of the richness of an information channel?
The number of different information cues the cannel can carry.