In class, we discussed several approaches to establishing a promotions budget. Which of these approaches is the one most commonly used in business?
Percent of sales
In class we talked about how merchandise assortments can be described in terms of breadth and depth. How would you classify Barnes and Noble bookstore - a large retailer that carries hundreds of books in several different categories as well as videos, CDs
Broad and deep
Destination retailing recognizes that in addition to satisfying needs through purchasing products, for many people, shopping is?
Shopping is all of these
Which theory of retail evolution proposes that retail stores become successful and upgrade their product lines (and prices) it creates an opportunity for a new, low cost retail form to enter the market?
The wheel of retailing
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 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 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 a low correlation between promotion expenditures and sales performance
Allen had lunch at the Automat. This is a trendy new restaurant where the customer selects ready-made sandwiches, soups, salads, desserts, and drinks from little compartments along a wall. He then places the selections on a tray, takes it to the check out
Self-service
Pearl went shopping for school supplies at Target. She found the pencils, paper, and binders easily. However, there was a special kind of graphing calculator that her school required and she couldn't find it on the shelf. She pressed the customer assistan
Limited service
Selah has taken over as brand manager for a line of chewing gum. The product is very inexpensive and people treat it as an impulse purchase. Her primary promotional objective is to remind consumers that the product exists so that they will be likely to pi
Advertising
Sanjeev was opening a new shrimp farm in Louisiana. Shrimp is the number one selling seafood in the United States and he felt that growing demand would allow a new business to succeed. In order to convince the buyer at Winn Dixie grocery stores to carry h
Pull
Sanjeev was opening a new shrimp farm in Louisiana. Shrimp is the number one selling seafood in the United States and he felt that growing demand would allow a new business to succeed. In order to find customers for his product, he sent samples of his 16
Push
A ____________ franchise provides step by step procedures for most decisions a franchisee will face?
Business format
In information theory, a ________ is a method of encoding information?
Cue
Frequently, a retailer will offer a discount from its retail price. This _________ may be in order to move unsold inventory or to increase traffic into the store?
Markdown
_______________ refers to an approach to merchandising where a retailer may carry several unrelated lines of merchandise in order to meet the needs of its target market?
Scrambled merchandising
______________ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Promotion
Many grocery stores place frequently purchased staples such as milk or bread at the back of the store. This way, customers will have to wander through the store in order to find the milk. On the way, they may see other products that they will purchase. Th
Presentation
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
In the table 17-1 in your textbook, Saturn retailers provide __________ utility for customers?
Posession
The difference between the retail price and a store's cost of goods sold (COGS) is its __________?
Markup
When it comes to retail, the price-value heuristic means that when you are in a store that has what you perceive to be high prices; you would expect to receive exceptional ________?
Service
Employees at Walt Disney Resorts wear distinctive uniforms and are trained to always be in character when they are visible by the park's guests. They put on their costumes in areas that are not visible to guests so that they will always look the part when
Personnel
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
The PULL approach to promotion...
Focuses on creating consumer demand for the product
Two recent trends in retailing, television shopping channels and online selling are examples of?
Nonstore retailing
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.
Which of the market structures best describes the current market structure of retailing in the United States?
Highly concentrated
What is the relationship between the richness of an information channel and the ability to stimulate emotions?
In order to stimulate emotions with advertising, you need an information rich medium such as television. Correct
What do we mean when we speak of the richness of an information channel?
The number of different information cues the cannel can carry.
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 introductory stage of the product life cycle?
Inform
Which of the following is NOT one of the four roles for promotion discussed in class?
Positioning
Which of the following is NOT a major barrier to the execution of integrated marketing campaigns?
It requires the development of a creative platform to coordinate marketing messages throughout the company Correct