Test 11 - Question 1 1 1 point Retailers use which consists...

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Question 1 1 / 1 point Retailers use _____, which consists of four components (advertising, sales promotion, publicity, and personal selling), as a means to bring traffic into their stores. Question options: A) the marketing mix B) promot ion C) a sales generation plan D) the retail mix E) competition analysis Question 2 1 / 1 point _____ is paid, nonpersonal communication through various media with the intent of informing and/or persuading members of a particular audience. Question options: A) Public ity B) Adverti sing C) Promo tion D) Propag anda E) Self- promotio n
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Question 3 1 / 1 point _____ is non-paid-for communications of information about the company or product. Question options: A) Public ity B) Adverti sing C) Promo tion D) Propag anda E) Personal selling Question 4 1 / 1 point A sales associate at Autonation is describing the positive features of a new car to a customer. The sales associate is engaging in: Question options: A) sales promotio n. B) positio ning. C) “conning” the folks. D) personal selling. E) sales manageme nt. Question 5 1 / 1 point Dad’s Sandwich Shop offers frequent buyer points to its customers through a punch card program. Dad’s is engaging in: Question options:
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A) sales promotio n. B) positio ning. C) “conning” the folks. D) personal selling. E) sales manageme nt. Question 6 1 / 1 point The elements that make up a retailer’s promotion, including advertising, publicity, personal selling, and sales promotions, should be managed: Question options: A) sequenti ally. B) separat ely. C) simultane ously. D) from a total systems perspective. E) using a cost- minimization approach. Question 7 1 / 1 point Which of the following is NOT true regarding promotional activities for a retail store? Question options: A) Promotion can help build store traffic
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B) Promotion can be used to increase short-run cash flow C) All promotion activities should avoid giving too much information to the customer D) Retailers should use appeals that are of interest to its target market E) Retailers should make sure their promotion objectives are obtainable Question 8 1 / 1 point Which of the following is NOT a good guideline to follow when developing a promotional campaign? Question options: A) Try to utilize promotions that are consistent with your store image. B) Review the success or failure of last year’s promotions before developing year’s promotions. C) Remember that consumers always lov sweepstakes with a big grand prize; t never use price promotions when a sweepstakes is available. D) Use appeals that are of interest to you target market and that are realistic to obtain. E) Make sure your objectives are measurable. Question 9 1 / 1 point The _____ is the geographic area where the retailer can serve customers, in terms of convenience and accessibility, better than the competition.
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Question options: A) promotion al area B) primary trading area C) secondary trading area D) advertisin g range E) merchandi se range Question 10 1 / 1 point What is the geographic area where the retailer can still be competitive despite a competitor having some locational advantage?
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