Marketing Chapter 17 and 18 Review

According to the textbook, what is the one artistic aspect of a display that is most dependent on contrast and that can “make or break” the display?

• balance

• color

• lighting

• texture

What is the type of promotion that involves short-term activities, offers customers an incentive to make a purchase, and can be used with wholesalers, retailers, and consumers?

• publicity

• personal selling

• sales promotion

• advertising

A display in a store highlighting the latest cell phone is an example of this.

• visual merchandising

• trade promotion

• personal selling

• advertising

A public relations specialist writes a positive story about a company and sends the story to the media. What is this story called?

• press release

• publicity

• sponsorship

• loyalty marketing program

A display that contains too many items, shapes, or props does not have this artistic element.

• line

• color

• focal point

• shape

In a store, the shelves, racks, chairs, and benches are called this.

• inventory

• merchandise

• props

• fixtures

Joe found a sales promotion in his local newspaper for a $1.00 discount on next purchase of Sleek Shampoo. What kind of sales promotions is this?

• rebate

• coupon

• deal

• premium

Low cost items given to consumers at a discount or for free

• sample

• deal

• premium

• loyalty marketing

Activities designed to get support for a product from manufacturers, wholesalers, and retailers

• trade promotion

• sales promotion

• consumer promotion

• option promotion

Higher-cost product that customers earn or win through a contest

• incentive

• sweepstake

• rebate

• premium