Deck 13: Distributing and Promoting Products

Question 1

A general-merchandise wholesaler carries a select group of products within a single line of merchandise.

Answer 1

False

Question 2

Moving products from producer to wholesaler to retailer to consumer is called the traditional channel because most consumer goods are sold this way.

Answer 2

True

Question 3

A frequent-user incentive is a gift that a producer offers a customer in return for using its product.

Answer 3

False

Question 4

In terms of total freight carried, trucks are the most important of transportation.

Question 5

Intensive distribution is the use of only a portion of the available outlets for a product in each geographic area.

Question 6

Radio shack, Toys "R" Us, and Hickory Farms are example of convenience stores.

Question 7

Direct-response marketing occurs when a retailer advertises a product and makes it available through mail or telephone orders.

Question 8

A promotion mix can be defined as communication about an organization and its products that is intended to inform, persuade, or remind target-market members.

Question 9

Coupons are sent to consumers by direct mail.

Question 10

A sales agent provides immediate entry into a territory, regular calls on customers, selling experience, and a known, predetermined selling expense.

Question 11

Radio advertising is the most expensive advertising medium.

Question 12

Selective-demand advertising is advertising designed to enhance a firm's image or reputation.

Question 13

Determining the location and demographics of people in the advertising target, the content of the message, and the characteristics of the audiences reached by various media is done when creating the advertising message.

Question 14

Off-price retailers are self-service, general merchandise outlets that sell goods at lower-than-usual prices.

Question 15

With warehouse showrooms, a customer selects the merchandise either from a catalog or from the showroom display, fills out an order form provided by the store, and hands the form to a clerk.

Question 16

Selective distribution is the use of a single retail outlet in each geographic area.

Question 17

Bill Yee was granted franchise rights from McDonald's for the community in which he lives. McDonald's practice of granting franchises for specific geographic areas is commonly known as selective distribution.

Question 18

Middlemen between the producer and the consumer in the chain of marketing organizations are called marketing intermediaries.

Question 19

The most direct channel for consumer products is from producer to retailer to consumer.

Question 20

Advertising may be broadly classified into three groups: selective-demand, institutional, and primary-demand.

Question 21

A transportation firm that is available for hire by one or several shippers is a private carrier.

Question 22

A transportation firm whose services are available to all shippers is a common carrier.

Question 23

Maria's Flower Emporium specializes in growing delicate plants for wealthy consumers around the world. Because of the fragile nature of the products, they need to spend as little time as possible in transit. Maria should use trucks to transport her products.

Question 24

The combination of promotion methods that a firm uses to reach a target market is called advertising.

Question 25

The major arguments against advertising are that it is wasteful and that it can be deceptive.

Question 26

Newspapers, magazines, television, radio, and direct mail are all examples of advertising media.

Question 27

Publicity is a free package or container of a product sent to consumers in the mail.

Question 28

Railroad and truck carriers team up to provide a form of transportation called camelback.

Question 29

A firm with a limited budget for promotion will probably rely on advertising because personal selling is so expensive.

Question 30

A primary benefit of magazine advertising is the advertisement's life span.

Question 31

Direct marketing is the marketing of products to customers through face-to-face sales presentations at home or in the workplace.

Question 32

A small food store that sells a limited variety of products but remains open well beyond normal business hours is called a convenience store.

Question 33

A limited-line wholesaler assumes responsibility for a few wholesale services only.

Question 34

Advertising is a paid nonpersonal message communicated to a select audience through a mass medium.

Question 35

A neighborhood shopping center usually has at least one large department store to attract customers to the center.

Question 36

Advertising appropriation should be based on the historical average of the company's advertising expenditure.

Question 37

A category killer is a very large specialty store that concentrates on a single product line and competes by offering low prices and an enormous number of products.

Question 38

Public warehouses will hold and issue receipts for goods used as collateral for borrowed funds.

Question 39

Supply chain management primarily focuses on two or more stages of the marketing channel under one management.

Question 40

Neighborhood shopping centers often promote the center and the tenants as a group.

Question 41

The fastest but most expensive means of transportation is by air.

Question 42

The makeup of a promotion mix depends on many factors, including a firm's promotional resources and objectives, the target market, the product characteristics, and the feasibility of various promotional methods.

Question 43

A feature article is a type of publicity that is generally one typed page of about three hundred words.

Question 44

Missionary selling consists of processing the purchases of customers who have essentially decided what they wish to buy.

Question 45

Most local firms use immediate-response advertising.

Question 46

A punchcard that an ice cream store punches for each ice cream purchase and allows one free cone after five purchases is an example of a premium.

Question 47

A retail outlet that sells a single category of merchandise is known as a specialty store.

Question 48

When a producer wants to give its products the widest possible exposure in the marketplace, it chooses intensive distribution.

Question 49

A television commercial describing why Sure antiperspirant works better than Right Guard antiperspirant is an example of primary-demand advertising.

Question 50

Vending machines are classified as retail outlets.

Question 51

An intermediary that purchases goods in large quantities, takes title to the merchandise, and then sells it to retailers or business users is called a commission broker.

Question 52

Order takers handle repeat sales in ways that maintain positive relationships with customers.

Question 53

An independent retailer is a firm that operates more than one outlet and generally provides personal service.

Question 54

Every channel of distribution, from the simplest to the most complex, begins with the producer and ends with either the consumer or the business user.

Question 55

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Question 56

Sherilyn operates a store called The Gift Garden. Her store sells pottery, candles, crafts, and other knickknacks that make good gifts for family and friends. The Gift Garden is a _____.

A)traditional specialty store
B)supermarket
C)narrow category store
D)department store
E)convenience store

Question 57

The objectives of public relations are to create and maintain a favorable public image.

Question 58

Institutional advertising is by far the most common type of advertising and receives the largest share of advertising expenditures.

Question 59

Communication that is intended to inform, persuade, or remind an organization's target markets about the organization and its products is called promotion.

Question 60

In a channel of distribution, the function of wholesaling must be performed, but the wholesaler can be removed.

Question 61

If Home Depot, Delta Faucets, and Armstrong Floor Coverings pay for a television show about remodeling a kitchen on the Home and Garden Network, these companies are ____ the show.

A)buying time spots for
B)purchasing network time for
C)creating infomercials for
D)sponsoring
E)advertising

Question 62

When the United Way sends out brochures discussing the charitable activities and organizations it supports, it is using _____.

A)media relations
B)promotion
C)integrated marketing communications
D)infomercials
E)solicitation

Question 63

​____ include setting objectives in concrete, adjusting the size of the sales force to meet changes in the firms' marketing plan and the marketing environment, attracting and hiring effective salespersons, developing a training program, formulating a fair and adequate compensation plan, motivating salespersons to keep productivity high, defining sales territories and determining scheduling and routing of the sales force, and evaluating the operation holistically.

A)​Major management tasks
B)​Top management tasks
C)​Line supervisors' tasks
D)​Floor supervisors' tasks

Question 64

Macy's, Sears, and JCPenney are examples of _____ stores.

A)specialty
B)department
C)super
D)discount
E)convenience

Question 65

R&P Inc.
R&P Inc. is an emerging company that wants to focus on personal selling, sales promotion, and public relations activities. R&P's management understands that personal selling is about the personal communication aimed at customers, but they feel that determining more specifics about the products they sell will allow them to better achieve their goal. Another important route they would like to take is to learn more about the various types of sales promotion. Finally, management would like to focus more on publicity-based PR. By concentrating on these areas, the company believes that it will be able to successfully create a promotional campaign.
Refer to R&P Inc. R&P management knows that ____ is the most effective and least expensive means of communicating product information to a large number of individuals and organizations.

A)advertising
B)personal selling
C)sales promotion
D)public relations
E)corporate promotion

Question 66

The Rustic Market, a small antique shop, periodically runs advertisements in the local newspaper to keep its name before the public. This is known as ____ advertising.

A)primary-demand
B)immediate-response
C)reminder
D)comparative
E)public relations

Question 67

Sales promotion methods include all of the following except:

A)premiums.
B)coupons.
C)rebates.
D)news releases.
E)frequent-user incentives.

Question 68

Post Oak Mall contains two department stores, numerous specialty stores, a movies theater, and various restaurants. Since it does not contain any convenience stores, Post Oak Mall is an example of a(n) _____ shopping center.

A)area
B)neighborhood
C)community
D)urban
E)regional

Question 69

L'eggs Pantyhose often sends potential customers free trails of its pantyhose in the mail. This is an example of _____.

A)catalog marketing
B)telemarketing
C)home shopping
D)direct-response marketing
E)mail retailing

Question 70

Wally's Hardware store is located in a small town in the Midwest. This store would best be classified as a(n) _____.

A)chain retailer
B)discount store
C)independent retailer
D)superstore
E)convenience store

Question 71

Kroger is an example of a _____.

A)specialty store
B)convenience store
C)discount store
D)supermarket
E)warehouse store

Question 72

A highly specialized mode of transportation that is used primarily to carry petroleum and natural gas is _____.

A)pipelines
B)airplanes
C)railroads
D)ships
E)trucks

Question 73

Dave Jones's responsibilities at Ford include educating customers, building goodwill for the firm, and providing follow-up service. Dave is a _____.

A)missionary salesperson
B)trade salesperson
C)technical salesperson
D)sales support person
E)creative order taker

Question 74

Which type of store has high sales volume, little service, and prices 20-40 percent lower than supermarkets?

A)Specialty store
B)Superstore
C)Warehouse club
D)Off-price retailer
E)Convenience store

Question 75

In the past, Tupperware used only personal selling to sell its products; it now uses other methods as well to reach its target market. Together these various methods are Tupperware's _____.

A)promotion package
B)advertising
C)marketing mix
D)promotion mix
E)public relations

Question 76

​A _____ is a piece, of up to 3,000 words, prepared by an organization for inclusion in a particular publication.

A)​feature article
B)​news release
C)​cooperative advertisement
D)​captioned photograph

Question 77

Your company's greatest need is to employ salespeople who will be responsible for selling the firm's products to new customers and increasing sales to present customers. For this reason, you recommend that the company hire which type of salesperson?

A)Order taker
B)Missionary
C)Trade
D)Order getter
E)Technical

Question 78

Merck & Co., Inc., a pharmaceutical manufacturer, wishes to promote its products to retail pharmacists, physicians, and hospitals. Merck should recruit _____.

A)order getters
B)order takers
C)outside salespersons
D)advisory salespersons
E)missionary salespersons

Question 79

​Companies seek good ___, which is usually provided for free by the news as new products emerge on the market. They seek this to help their public image.

A)​publicity
B)​public relations
C)​premiums
D)​trade shows

Question 80

Lisa is in charge of maintaining good relationships between her organization and local government, business leader groups, and the general public. Lisa's responsibilities can be called _____.

A)advertising
B)personal selling
C)press coordination
D)sales promotion
E)public relations