HFT4502 UPDATED EXAM TEST PAPER QUESTIONS AND
SOLUTIONS GUARANTEE A+
✔✔broker - ✔✔a wholesaler who does not take title to goods and whose function is to
bring buyers and sellers together and assist in negotiation
✔✔channel conflict - ✔✔disagreements among marketing channel members on goals,
roles, and rewards - who should do what and for what rewards
✔✔channel level - ✔✔A level of middleman that performs some work in bringing the
product and its ownership closer to the final buyer
✔✔contractual VMS - ✔✔a vertical marketing system in which independent firms at
different levels of production and distribution join together through contracts
✔✔corporate VMS - ✔✔a vertical marketing system that combines successive stages of
production and distribution under single ownership- channel leadership is established
through common ownership
✔✔direct marketing channel - ✔✔a marketing channel that has no intermediary levels
✔✔franchise - ✔✔A contractual vertical marketing system in which a channel member
called a franchiser links several stages in the production distribution process
✔✔horizontal conflict - ✔✔conflict between firms at the same level
✔✔horizontal marketing systems (HMS) - ✔✔Two or more companies at one level join
to follow new marketing opportunities. Companies can combine their capital, production
capabilities, or marketing resources to accomplish more than one company working
alone.
✔✔multichannel marketing - ✔✔Multichannel distribution, as when a single firm sets up
two or more marketing channels to reach one or more customer segments
✔✔online travel agent (OTA) - ✔✔a travel agency that conducts business through the
internet with no physical locations or stores
✔✔retailer - ✔✔a business whose sales come primarily from retailing
✔✔supply chain - ✔✔upstream and downstream partners. Upstream from the company
is a set of firms that supply raw materials, components, parts, information, finances, and
expertise needed to create a product. Downstream marketing channel partners, such as
wholesalers and retailers form a vital connection between the firm and its customers.
, ✔✔vertical conflict - ✔✔conflict between different levels of the same channel
✔✔vertical marketing system (VMS) - ✔✔a distribution channel structure in which
producers, wholesalers, and retailers act as a unified system. one channel member
owns the others, has contracts with them, or has so much power that they all cooperate.
✔✔wholesaler - ✔✔firms engaged primarily in wholesaling activity
✔✔advertising - ✔✔any paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor
✔✔atmosphere - ✔✔designed environments that create or reinforce a buyer's leanings
toward consumption of a product
✔✔continuity - ✔✔scheduling ads evenly within a given period
✔✔copy testing - ✔✔a process performed before or after an ad is printed or broadcast
✔✔direct marketing - ✔✔direct connections with carefully targeted individual consumers
to both obtain an immediate response and cultivate lasting customer relationships: the
use of direct mail, the telephone, direct-response television, e-mail, the Internet, and
other tools to communicate directly with specific consumers.
✔✔direct rating - ✔✔the advertiser exposes a consumer panel to alternative ads and
asks them to rate the ads
✔✔events - ✔✔occurrences staged to communicate messages to target audiences,
such as news conferences or grand openings
✔✔informative advertising - ✔✔advertising used to inform consumers about a new
product or feature to build primary demand
✔✔integrated marketing communications - ✔✔Under this concept the company
carefully integrates its many communications channels to deliver a clear, consistent,
and compelling message about the organization and its brands.
✔✔laboratory test - ✔✔This test uses equipment to measure consumers' physiological
reactions to an ad: heartbeat, blood pressure, pupil dilation, and perspiration.
✔✔media - ✔✔Nonpersonal communications channels, including print media
(newspaper, magazines, direct mail), broadcast media (radio, television), and display
media (billboards, signs, posters).
SOLUTIONS GUARANTEE A+
✔✔broker - ✔✔a wholesaler who does not take title to goods and whose function is to
bring buyers and sellers together and assist in negotiation
✔✔channel conflict - ✔✔disagreements among marketing channel members on goals,
roles, and rewards - who should do what and for what rewards
✔✔channel level - ✔✔A level of middleman that performs some work in bringing the
product and its ownership closer to the final buyer
✔✔contractual VMS - ✔✔a vertical marketing system in which independent firms at
different levels of production and distribution join together through contracts
✔✔corporate VMS - ✔✔a vertical marketing system that combines successive stages of
production and distribution under single ownership- channel leadership is established
through common ownership
✔✔direct marketing channel - ✔✔a marketing channel that has no intermediary levels
✔✔franchise - ✔✔A contractual vertical marketing system in which a channel member
called a franchiser links several stages in the production distribution process
✔✔horizontal conflict - ✔✔conflict between firms at the same level
✔✔horizontal marketing systems (HMS) - ✔✔Two or more companies at one level join
to follow new marketing opportunities. Companies can combine their capital, production
capabilities, or marketing resources to accomplish more than one company working
alone.
✔✔multichannel marketing - ✔✔Multichannel distribution, as when a single firm sets up
two or more marketing channels to reach one or more customer segments
✔✔online travel agent (OTA) - ✔✔a travel agency that conducts business through the
internet with no physical locations or stores
✔✔retailer - ✔✔a business whose sales come primarily from retailing
✔✔supply chain - ✔✔upstream and downstream partners. Upstream from the company
is a set of firms that supply raw materials, components, parts, information, finances, and
expertise needed to create a product. Downstream marketing channel partners, such as
wholesalers and retailers form a vital connection between the firm and its customers.
, ✔✔vertical conflict - ✔✔conflict between different levels of the same channel
✔✔vertical marketing system (VMS) - ✔✔a distribution channel structure in which
producers, wholesalers, and retailers act as a unified system. one channel member
owns the others, has contracts with them, or has so much power that they all cooperate.
✔✔wholesaler - ✔✔firms engaged primarily in wholesaling activity
✔✔advertising - ✔✔any paid form of non-personal presentation and promotion of ideas,
goods, or services by an identified sponsor
✔✔atmosphere - ✔✔designed environments that create or reinforce a buyer's leanings
toward consumption of a product
✔✔continuity - ✔✔scheduling ads evenly within a given period
✔✔copy testing - ✔✔a process performed before or after an ad is printed or broadcast
✔✔direct marketing - ✔✔direct connections with carefully targeted individual consumers
to both obtain an immediate response and cultivate lasting customer relationships: the
use of direct mail, the telephone, direct-response television, e-mail, the Internet, and
other tools to communicate directly with specific consumers.
✔✔direct rating - ✔✔the advertiser exposes a consumer panel to alternative ads and
asks them to rate the ads
✔✔events - ✔✔occurrences staged to communicate messages to target audiences,
such as news conferences or grand openings
✔✔informative advertising - ✔✔advertising used to inform consumers about a new
product or feature to build primary demand
✔✔integrated marketing communications - ✔✔Under this concept the company
carefully integrates its many communications channels to deliver a clear, consistent,
and compelling message about the organization and its brands.
✔✔laboratory test - ✔✔This test uses equipment to measure consumers' physiological
reactions to an ad: heartbeat, blood pressure, pupil dilation, and perspiration.
✔✔media - ✔✔Nonpersonal communications channels, including print media
(newspaper, magazines, direct mail), broadcast media (radio, television), and display
media (billboards, signs, posters).
