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BAM 306 BAM306 Unit 4 Exam Answers


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BAM 306 Unit 4 Exam Answers (CCU)

California Coast University

1. Which type of retailer tends to be the most frequently shopped?

2. As a result of the great success of corporate chains, many independent stores choose to band together in either a voluntary chain or a(n) ________.

3. While all retailers would like to achieve ________ while charging ________, the two seldom happen together.

4. In-store demonstrations, displays, contests and visiting celebrities are examples of ________.

5. In response to a(n) ________, many retailers have cut costs, used price promotions and added new value pitches to their positioning.

6. The merging of consumers, products, prices and retailers is called ________.

7. ________ buy mostly from producers and sell to retailers and industrial consumers.

8. ________ are the largest group of wholesalers. The group can be divided into the two broad types of full-service and limited-service.

9. ________, or manufacturers’ representatives, represent a buyer or seller on a more permanent basis.

10. 7-Eleven, Stop-N-Go, and Circle K, small stores that traditionally have had a primary market of young, blue-collar men, are examples of ________.

11. Which of the following types of retailers is most likely to practice everyday low pricing (EDLP)?

12. The promotion mix is the company’s primary communication activity; the marketing mix must be coordinated for the greatest communication impact. What is NOT included in the entire marketing mix?

13. Marketing communicators must do all of the following EXCEPT ________.

14. In the AIDA model, the D stands for ________.

15. All of the following are strategies a marketer would use to lead consumers into making the final step toward a purchase EXCEPT which one?

16. Moral appeals are directed to the audience’s sense of what is “right” and ________.

17. A marketer is making decisions about the headline, copy, illustration and colors for a print ad.

18. Which promotional tool is most effective in building up buyers’ preferences, convictions and, most importantly, actions?

19. Which promotional mix strategy directs marketing efforts toward final consumers?

20. HP’s advertising agency assembles words and illustrations into an advertisement that will convey the company’s intended brand message. In the communication process, HP is ____________.

21. A long-standing charge against intermediaries is that they mark up prices beyond the ________.

22. Advertising “puffery” is a term for ________.

23. The two major citizen movements to keep business in line are environmentalism and ________.

24. All of the following are choices for internal and external “greening” and “beyond greening” activities EXCEPT ________.

25. The philosophy of ________ holds that a company’s marketing should support the best long-run performance of the marketing system.

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