Attitudes toward a brand result from a combination of _____ attitude-formation processes.
a. primary and secondary
b. linear and non-linear
c. associative and non-associative
d. central- and peripheral-route
e. None of these are correct.
Question 2When a new brand fails to generate the promised sales volume, some retailers charge _____ to offset warehousing costs.
a. setup fees
b. service fees
c. exit fees
d. slotting allowances
e. commissions
Question 3The central and peripheral paths represent endpoints on a continuum of persuasion strategies and are intended to imply that persuasion is a(n) _____.
a. either-or proposition
b. an endpoint itself
c. unrelated activity
d. unnecessary activity
e. None of these are correct.
Question 4Many grocery retailers find it easy to rationalize slotting allowances on the grounds that their net profit margins in selling groceries are minuscule (typically _____ percent) and that slotting allowances enable them to earn returns comparable to those earned by manufacturers.
a. less than one
b. 1.01.5
c. 2.02.5
d. 3.03.5
e. 4.04.5
Question 5According to the ELM theory, people experience _____ attitude changes when persuaded via the peripheral route.
a. temporary
b. permanent
c. semi-permanent
d. exceptional
e. None of these are correct.
Question 6Which of the following are legitimate costs of doing business for a large, multistore supermarket chain that takes on a new brand?
a. Make space for that new brand in its distribution center.
b. Create a new entry in its computerized inventory system.
c. Possibly redesign store shelves.
d. Notify individual stores about the new SKU.
e. All of these are correct.
Question 7A clear progression is implied from initial cognition, to affect, to _____.
a. assimilation
b. conation
c. decoding
d. acquisition
e. None of these are correct.
Question 8A manufacturer of fruit juice has to pay retailers a fee if they want to get their new product onto the retailer's shelves. This is an example of a(n) _____ allowance.
a. slotting
b. bill-back
c. spiff
d. off-invoice
e. co-marketing
Question 9To achieve enhanced motivation, a marketer may try to enhance the relevance of a brand by doing what?
a. using humor
b. presenting little information
c. using fear appeals
d. using an element of suspense
e. opening with a surprise
Question 10Retailers are able to charge slotting allowances and get away with it because ____.
a. channel power has shifted toward retailers
b. manufactures are introducing thousands of new products each year and some are trivial variants of existing brands
c. many manufacturers compete for limited retail shelf space
d. retailers use slotting allowances to augment thin retail margins
e. All of these are correct.
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