Mkt 310 Wk 11 Final Exam

MKT 310 WK 11 Final Exam

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1) Any communication by a retailer that informs, persuades, and/or reminds the target market about any aspect of that firm is ________.

A) advertising

B) public relations

C) retail promotion

D) the retail communication channel

2) The four elements of ________ are advertising, public relations, personal selling, and sales promotion.

A) communication

B) selling

C) communication channel

D) promotion

3) Which form of promotion has media payment, a nonpersonal presentation, out-of-store mass media, and an identified sponsor?

A) sales promotion

B) advertising

C) public relations

D) personal selling

4) Which retailer has the highest dollar advertising expenditures among U.S. retailers?

A) Sears Holding

B) McDonald's

C) Atlantic & Pacific Tea Company

D) General Motors Cooperative Dealer Association

5) A major difference between the advertising strategies of retailers and manufacturers is that retailers ________.

A) are more prone to use broadcast media than manufacturers

B) typically have broader geographic target markets

C) have more geographically concentrated target markets than manufacturers

D) are more concerned with image-related advertising

6) Which type of small retailer can have a geographically dispersed trading area?

A) convenience store

B) variety store

C) direct seller

D) direct marketer

7) In cooperative advertising, ________.

A) a trade association promotes the advantages of a new product in order to increase sales

B) two or more channel members share promotional costs

C) a retailer promotes a manufacturer's brand as being on sale

D) a retailer promotes its own dealer brand as being on sale

8) A major advantage of advertising as a retail medium is that ________.

A) there are no media costs

B) it can focus on the needs of individual...