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Question
Kleenex is a brand name for a well-known brand of facial tissue. People often refer to Kleenex as if it were the product name. The company that makes Kleenex may someday find its brand name becoming a(n):a. equity brand
b. certified name
c. trademark
d. faux brand
e. generic product name
Answer
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Related questions
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Retailing opportunities can take place without customers shopping at a store. Name and briefly discuss four forms of nonstore retailing.
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Define retailing and list the factors that are used to classify retail operations.
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NARRBEGIN: Apple StoresApple StoresApple Inc. opened its first Apple Store in 2001 and currently has hundreds of stores spanning several countries. Many of the Apple Stores are inside malls, but Apple also has several free standing stores they call their flagship stores, with each looking a little different on the outside. These are located in New York City, Boston, Los Angeles, Chicago, San Francisco, Montreal, Tokyo, and Osaka.The store in New York City is a glass cube with a glass cylindrical elevator and spiral staircase that leads to an underground store. Inside they have long tables displaying products ranging from the iMac, MacBook Air, iPods, printers, cameras, and other accessories. All these products are accessible to customers who can try them out and ask various questions of informed associates. The walls are mostly metallic and the signs are all backlit.All stores have a Genius Bar where a customer can receive technical advice or set up service and repair for their products. To address the needs of the many iPod users, some stores, such as the New York store, have set up a separate iPod Bar where customers can get their own technical assistance. They also have an iMac station for kids who want to try out games and learning products and a theatre for workshops, product training sessions and special presentations.Apple introduced the handheld Easy Pay system where customers don"t have to wait in line to purchase products and with a simple click of a paperless, handheld credit card scanner, the employee brings the cash register to the customer. Items can be rung up anywhere on the show room floor. Apple plans to open several more stores in the years to come.Apple also has its online store. At its web site a customer can order any Mac or iPod product, plus a large variety of accessories. In addition to its product offerings, a customer can watch a demonstration of how products work or check out the latest Mac ads or news.NARRENDRefer to Apple Stores. Some shoppers purposely plan to visit the Apple store on Fifth Avenue in New York City, which is characteristic of:a. generator storesb. lifestyle storesc. interactive storesd. m-storese. destination stores
Q:
Consultative selling:
a. uses limited sales planning
b. uses a "lone wolf" approach to selling
c. sells advice, assistance, and counsel rather than products
d. uses short-term follow-ups, which focus on product delivery
e. emphasizes closing the sale during the sales presentation
Q:
All of the following statements characterize the traditional personal selling approach EXCEPT:
a. Traditional selling focuses on closing sales.
b. Traditional selling uses short-term follow-ups that focus on product delivery.
c. Traditional personal selling takes a team approach to the account.
d. Salespeople sell products not advice and assistance.
e. Proposals and presentations used emphasize pricing and product features.
Q:
Relationship selling is also called:
a. long-term selling
b. win-win selling
c. consultative selling
d. experiential selling
e. interactive selling
Q:
General Mills is offering resellers a 10 percent discount on all cases of its granola bars purchased during the month of June. General Mills is offering a:
a. trade allowance
b. life cycle extension promotion
c. P-O-P discount
d. push money deal
e. product development deal
Q:
Lopez is the largest Hispanic-owned meat processor in the United States. To assist retailers in marketing its products, Lopez provides point-of-sale materials and offers special introductory discounts to retailers. Lopez uses:
a. functional marketing
b. relationship selling
c. consumer promotions
d. startup marketing
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The Men's Health Center offers free blood pressure tests, cholesterol screening tests, and prostate exams one day each year. These free health tests are an example of a:
a. premium
b. free sample
c. service commission
d. sponsorship
e. point-of-purchase promotion
Q:
Which of the following statements about contests and sweepstakes is true?
a. Contests depend on luck, and participation is free.
b. Contests are generally effective tools for creating long-term relationships with customers.
c. Sweepstakes are promotions that require participants to exhibit some skill.
d. Sweepstakes usually draw about ten times more participants than contests.
e. Contests and sweepstakes are not useful for creating interest and publicity.
Q:
Cobranded credit cards are used in conjunction with:
a. self-perpetuating premiums
b. loyalty marketing programs
c. trade consumer promotions
d. consumer discount programs
e. functional consumer discounts
Q:
Whenever Jeff buys a box lunch at Heavenly Ham, he gets a stamp on his "Lunch Bunch" card. When he has 10 stamps, he can exchange the card for a free box lunch. This is an example of a(n):
a. self-liquidating premium
b. frequent buyer program
c. loyalty incentive
d. in-store rebate
e. consumer allowance
Q:
Why do some marketers offer rebates instead of price reductions to induce short-term sales?
a. Rebates are especially good at enticing purchases, but most consumers never bother to redeem them.
b. A price reduction of this type would likely be an example of price discrimination.
c. Rebates offer a more immediate reward than price reductions.
d. Rebates have a much higher redemption rate than coupons.
e. Rebates result in brand-loyal consumers.
Q:
Kaye noticed Bounce fabric softener dryer sheets had a peel-off sticker worth $1.00 off that purchase. The peel-off stickers are:
a. premiums
b. trade discounts
c. purchase allowances
d. in-store coupons
e. functional allowances
Q:
_____ is marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service.
a. Publicity
b. Sales promotion
c. Promotion
d. Advertising
e. Motivation selling
Q:
_____ is used by public relations specialists to handle the effects of unfavorable publicity.
a. Media planning
b. Crisis management
c. Message power
d. Damage control
e. Communication narrowcasting
Q:
Advergaming is an Internet advertising format where companies put ad messages in Web-based or video games to advertise or promote products.
Q:
Research has shown banner ads on Web sites to be very effective.
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The manufacturer of the George Forman grill has produced a 30-minute sales pitch in the form of a talk and demonstration show to be aired on local cable TV channels. This is an example of an infomercial.
Q:
Testing the effectiveness of a media campaign can be done either before or after the campaign is run.
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An insurance company's advertisement poses the question, "Will your family survive if you die uninsured?" This is an example of a health appeal.
Q:
Which form of advertising involves an organization expressing its views on controversial issues or responding to media attacks?
a. advocacy
b. persuasive
c. issue
d. comparative
e. image
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Procter & Gamble has run ads that promote its Children's Safe Drinking Water program in which it shows its employees teaching people around the world how to purify their water. The program was instituted because 5,000 children die every day from diseases caused by unsafe water. These ads are examples of _____ advertising.
a. product
b. institutional
c. pioneering
d. environmental
e. comparative
Q:
Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products?
a. as a result of experiential marketing research
b. to create the appropriate level of institutional advertising
c. to determine which executional appeal is the most effective
d. to achieve a certain minimum level of exposure to measurably affect purchase habits
e. to prevent product cannibalization
Q:
The advertising response function helps marketers:
a. create ads that will be noticed by consumers each time the ad runs
b. use their advertising budgets wisely
c. calculate the break-even points for each product being advertised
d. determine the reach and frequency of specific media
e. select an executional appeal appropriate to the product being advertised
Q:
Which of the following is appropriate for products in the decline stage of the product life cycle?
a. heavy use of persuasive advertising to reenergize demand for the product
b. heavy public relations to maintain brand loyalty
c. personal selling to obtain distribution
d. sales promotion to build market share
e. none of these are appropriate
Q:
The particular promotion mix chosen by a firm for a product or service depends on all of the following EXCEPT:
a. stage in the product life cycle
b. target market characteristics
c. funds available for promotion
d. use of a push or pull strategy
e. size of the company
Q:
All of the following are reasons why the concept of integrated marketing communications (IMC) is growing in popularity EXCEPT:
a. The proliferation of thousands of media choices beyond the traditional media has made promotion a complicated task.
b. The shift to more Internet-based information search by consumers.
c. Critics of promotion have suggested that uncoordinated promotion is wasteful and inefficient.
d. Marketers have slashed their advertising spending in favor of promotional techniques that generate immediate sales responses and have more easily measured effects.
e. The mass market has fragmented.
Q:
To increase its revenues, US Airways has decided to sell space on the backs of the tray tables to sponsoring companies as a different medium for their promotional messages. The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be:
a. push advertising
b. personal selling
c. direct advertising
d. sales promotions
e. publicity