Question 10 4 4 pts the advantage of using social

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Question 10 4 / 4 pts The advantage of using social media such as Facebook in a media plan is that it can stimulate a lot of positive "buzz" or word-of-mouth advertising without the risk that it might generate bad "buzz." True Correct! False Correct! (Ref. to chapter 14 and virtual lecture 7.) A key aspect of social networks that the marketer hopes to stimulate is word-of-mouth advertising, but the buzz it creates is out of the marketer’s control.
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Question 11 4 / 4 pts A firm that wants to attract new consumers, reward loyal customers, or increase the repurchase rate of occasional users would be best served by sales promotion. Correct! True False Correct! (Ref. to chapter 13 and virtual lecture 7.) Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy. Question 12 4 / 4 pts One downside to using public relations is its lack of credibility. True Correct! False Correct! (Ref. Ch 14, lecture 7.) The appeal of public relations is based on 1) high credibility, 2) ability to catch buyers off guard, and 3) dramatization. Question 13 4 / 4 pts Which is true of market-logistics systems?
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So-called cross-docking systems are likely to add costs and also value. The best supply chain management systems use "just-in-time-inventory." Correct! They cannot simultaneously maximize customer service and minimize distribution costs. Transportation is a more important element of logistics than storage. The correct answer is 3. (See chapter 11 and virtual lecture 6.) Logistics is all about getting the right goods to the right places at the right time for the least cost, but no system can simultaneously maximize customer service and minimize distribution cost. Question 14 4 / 4 pts A company that wants its sales people motivated to sell its products, but also to service their customers after the sales are made would select which compensation plan? Combination of salary and bonus for sales above quota Straight salary. Straight commission. Correct! Combination of salary and commission. Correct! (Ref. Ch 14, lecture 7.) Narrowly targeting only high potential buyers with a unique product can earn well over a 2-4% response rate. While direct mail is more cost efficient because it is sent only to targeted buyer segments, it is not cheap. Mass media advertising, however, is very cost inefficient for a specialty product like this.
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Question 15 4 / 4 pts Retail-store assortments have grown more alike leading conventional chains to increase service and locations. This has created an opportunity for new, low-price, low-service competitors. Correct! True False The correct answer is True. (See chapter 12.) The wheel-of-retailing hypothesis is that as current store types go up the scale in price and service offerings, they create an opportunity for new, low-price, low-service competitors. Question 16 4 / 4 pts Creating a plan to connect supply to demand is an example of: managing logistics and the customer experience. sales forecasting, production planning and inventory control.
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