COB 300D- Exam 2 Tokman- Questions with Correct Answers
Question 1:
What is integrated marketing communications (IMC)?
Answer:
Conveys the same message across all marketing communication channels (different methods to
communicate the same message)
Ex: Starbucks Christmas line
Question 2:
What is a Promotional Mix?
Answer:
Sending the same message in different ways
Ex. Starbucks holiday drink BOGO and sales promotions
Ex. Starbucks employees advertising and pushing customers to get holiday drinks
Ex. sponsorships/ building good will with community, show up to local event to support movie theater
and get free Starbucks coffee
Ex. Sending out newsletters and cards with promotions and coupons
Question 3:
What are slotting fees?
Answer:
Fees you pay too get your product on the shelf
Question 4:
What are the 3 types of distributions?
Answer:
Intensive Distribution: very easy for consumers to find the product (Toilet paper, groceries)
Exclusive Distribution: long-term products that don't get repurchased frequently. (caterpillar offers
exclusive rights to one retailer)
Selective Distribution: No more than 2 or 3 retailers are selling this product in a geographic product
(Rolex)
Question 5:
Classifications for retail outlets (form of ownership)
Answer:
Independent retailer
Corporate chains
Contractual system (franchises)
Question 6:
what are the 3 level of services?
Answer:
Self-Service (Redbox)- you are the only one
, Limited Service (Walmart)- service is reactive, you have to find someone to help
Full Service (Bloomingdales)- representatives will help you right when you walk in
Question 7:
Breadth vs Depth of Product Line
Answer:
Breadth is the number of product lines a firm offers. Depth is the number of items within those product
lines. examples:
Walmart is high on breadth and low on depth Amazon is both high on breadth and high on depth
Question 8:
What is a category killer?
Answer:
A very large specialty store that concentrates on a major product category and competes on the basis
of low prices and product availability.
Ex: Toys-r-us, Home Depot, PetSmart, Best Buy
Question 9:
Retail Store Classification by Strategic Orientation chart
Answer:
Retail Store Classification by Strategic Orientation chart
Question 10:
what are the 5 types of promotional mix?
Answer:
Advertising- mass
Personal Selling- customized
Public Relations- mass
Sales Promotion- mass
Direct Marketing- customized
Question 1:
What is integrated marketing communications (IMC)?
Answer:
Conveys the same message across all marketing communication channels (different methods to
communicate the same message)
Ex: Starbucks Christmas line
Question 2:
What is a Promotional Mix?
Answer:
Sending the same message in different ways
Ex. Starbucks holiday drink BOGO and sales promotions
Ex. Starbucks employees advertising and pushing customers to get holiday drinks
Ex. sponsorships/ building good will with community, show up to local event to support movie theater
and get free Starbucks coffee
Ex. Sending out newsletters and cards with promotions and coupons
Question 3:
What are slotting fees?
Answer:
Fees you pay too get your product on the shelf
Question 4:
What are the 3 types of distributions?
Answer:
Intensive Distribution: very easy for consumers to find the product (Toilet paper, groceries)
Exclusive Distribution: long-term products that don't get repurchased frequently. (caterpillar offers
exclusive rights to one retailer)
Selective Distribution: No more than 2 or 3 retailers are selling this product in a geographic product
(Rolex)
Question 5:
Classifications for retail outlets (form of ownership)
Answer:
Independent retailer
Corporate chains
Contractual system (franchises)
Question 6:
what are the 3 level of services?
Answer:
Self-Service (Redbox)- you are the only one
, Limited Service (Walmart)- service is reactive, you have to find someone to help
Full Service (Bloomingdales)- representatives will help you right when you walk in
Question 7:
Breadth vs Depth of Product Line
Answer:
Breadth is the number of product lines a firm offers. Depth is the number of items within those product
lines. examples:
Walmart is high on breadth and low on depth Amazon is both high on breadth and high on depth
Question 8:
What is a category killer?
Answer:
A very large specialty store that concentrates on a major product category and competes on the basis
of low prices and product availability.
Ex: Toys-r-us, Home Depot, PetSmart, Best Buy
Question 9:
Retail Store Classification by Strategic Orientation chart
Answer:
Retail Store Classification by Strategic Orientation chart
Question 10:
what are the 5 types of promotional mix?
Answer:
Advertising- mass
Personal Selling- customized
Public Relations- mass
Sales Promotion- mass
Direct Marketing- customized
