Marketing 400 Final Exam - Kansas State University
Questions With Complete Solutions
Retail |Utilities? |- |CORRECT |ANSWER✔✔-Place, |Possession, |Form, |Time
Types |of |Ownership? |- |CORRECT |ANSWER✔✔-Distinguishes |retail |outlets |based |on |whether |
independent |retailers, |corporate |chains, |or |contractual |systems |own |the |outlet
Levels |of |service? |- |CORRECT |ANSWER✔✔-Is |the |degree |of |service |provided |to |the |customer |
from |three |types |of |retailers: |self-, |limited-, |and |full-service
Merchandise |Line? |- |CORRECT |ANSWER✔✔-Describes |how |many |different |types |of |products |a
|store |carries |and |in |what |assortment
Scrambled |Merchandising? |- |CORRECT |ANSWER✔✔-Consists |of |offering |several |unrelated |
product |lines |in |a |single |store
Intertype |Competition? |- |CORRECT |ANSWER✔✔-Consists |of |competition |between |very |
dissimilar |types |of |retail |outlets |that |results |from |a |scrambled |merchandising |policy
Retailing |Mix? |- |CORRECT |ANSWER✔✔-Consists |of |the |activities |related |to |managing |the |store
|and |the |merchandise |in |the |store, |which |includes |retail |pricing, |store |location, |retail |
communication, |and |merchandise
Limited-Service |Wholesalers? |- |CORRECT |ANSWER✔✔-Rack |jobbers, |cash |and |carry |
wholesalers, |drop |shippers/desk |jobbers, |truck |jobbers
, Promotional |Mix? |- |CORRECT |ANSWER✔✔-The |combination |of |one |or |more |communication |
tools |used |to: |(1) |information |prospective |buyers |about |the |benefits |of |the |product, |(2) |
persuade |them |to |try |it, |and |(3) |remind |them |later |about |the |benefits |they |enjoyed |by |using |
the |product
Integrated |marketing |communications |(IMC)? |- |CORRECT |ANSWER✔✔-Is |the |concept |of |
designing |marketing |communications |programs |that |coordinates |all |promotional |activities--
advertising, |personal |selling, |sales |promotion, |public |relations, |and |direct |marketing--to |
provide |a |consistent |message |across |all |audiences
Advertising? |- |CORRECT |ANSWER✔✔-Is |any |paid |form |of |non-personal |communication |about |
an |organization, |product, |service, |or |idea |by |an |identified |sponsor
Personal |Selling? |- |CORRECT |ANSWER✔✔-Consists |of |the |two-way |flow |of |communication |
between |a |buyer |and |seller, |often |in |a |face-to-face |encounter, |designed |to |influence |a |
person's |or |group's |purchase |decision
Public |Relations? |- |CORRECT |ANSWER✔✔-Is |a |form |of |communication |management |that |seeks
|to |influence |the |feelings, |opinions, |or |beliefs |held |by |customers, |stockholders, |suppliers, |
employees, |and |other |publics |about |a |company |and |its |products |or |services
Sales |Promotion? |- |CORRECT |ANSWER✔✔-Is |a |short-term |inducement |of |value |offered |to |
arouse |interest |in |buying |a |product |or |service
Direct |Marketing? |- |CORRECT |ANSWER✔✔-Is |a |promotion |alternative |that |uses |direct |
communication |with |consumers |to |generate |a |response |in |the |form |of |an |order, |a |request |for |
further |information, |or |a |visit |to |a |retail |outlet
Push |Strategy? |- |CORRECT |ANSWER✔✔-Involves |directing |the |promotional |mix |to |channel |
members |to |gain |their |cooperation |in |ordering |and |stocking |the |product
Questions With Complete Solutions
Retail |Utilities? |- |CORRECT |ANSWER✔✔-Place, |Possession, |Form, |Time
Types |of |Ownership? |- |CORRECT |ANSWER✔✔-Distinguishes |retail |outlets |based |on |whether |
independent |retailers, |corporate |chains, |or |contractual |systems |own |the |outlet
Levels |of |service? |- |CORRECT |ANSWER✔✔-Is |the |degree |of |service |provided |to |the |customer |
from |three |types |of |retailers: |self-, |limited-, |and |full-service
Merchandise |Line? |- |CORRECT |ANSWER✔✔-Describes |how |many |different |types |of |products |a
|store |carries |and |in |what |assortment
Scrambled |Merchandising? |- |CORRECT |ANSWER✔✔-Consists |of |offering |several |unrelated |
product |lines |in |a |single |store
Intertype |Competition? |- |CORRECT |ANSWER✔✔-Consists |of |competition |between |very |
dissimilar |types |of |retail |outlets |that |results |from |a |scrambled |merchandising |policy
Retailing |Mix? |- |CORRECT |ANSWER✔✔-Consists |of |the |activities |related |to |managing |the |store
|and |the |merchandise |in |the |store, |which |includes |retail |pricing, |store |location, |retail |
communication, |and |merchandise
Limited-Service |Wholesalers? |- |CORRECT |ANSWER✔✔-Rack |jobbers, |cash |and |carry |
wholesalers, |drop |shippers/desk |jobbers, |truck |jobbers
, Promotional |Mix? |- |CORRECT |ANSWER✔✔-The |combination |of |one |or |more |communication |
tools |used |to: |(1) |information |prospective |buyers |about |the |benefits |of |the |product, |(2) |
persuade |them |to |try |it, |and |(3) |remind |them |later |about |the |benefits |they |enjoyed |by |using |
the |product
Integrated |marketing |communications |(IMC)? |- |CORRECT |ANSWER✔✔-Is |the |concept |of |
designing |marketing |communications |programs |that |coordinates |all |promotional |activities--
advertising, |personal |selling, |sales |promotion, |public |relations, |and |direct |marketing--to |
provide |a |consistent |message |across |all |audiences
Advertising? |- |CORRECT |ANSWER✔✔-Is |any |paid |form |of |non-personal |communication |about |
an |organization, |product, |service, |or |idea |by |an |identified |sponsor
Personal |Selling? |- |CORRECT |ANSWER✔✔-Consists |of |the |two-way |flow |of |communication |
between |a |buyer |and |seller, |often |in |a |face-to-face |encounter, |designed |to |influence |a |
person's |or |group's |purchase |decision
Public |Relations? |- |CORRECT |ANSWER✔✔-Is |a |form |of |communication |management |that |seeks
|to |influence |the |feelings, |opinions, |or |beliefs |held |by |customers, |stockholders, |suppliers, |
employees, |and |other |publics |about |a |company |and |its |products |or |services
Sales |Promotion? |- |CORRECT |ANSWER✔✔-Is |a |short-term |inducement |of |value |offered |to |
arouse |interest |in |buying |a |product |or |service
Direct |Marketing? |- |CORRECT |ANSWER✔✔-Is |a |promotion |alternative |that |uses |direct |
communication |with |consumers |to |generate |a |response |in |the |form |of |an |order, |a |request |for |
further |information, |or |a |visit |to |a |retail |outlet
Push |Strategy? |- |CORRECT |ANSWER✔✔-Involves |directing |the |promotional |mix |to |channel |
members |to |gain |their |cooperation |in |ordering |and |stocking |the |product
