Business 225-05 Chapters 13,14,17

With direct marketing, companies can interact with customers in all of the following ways EXCEPT ________.

in person

All of the following are benefits of online direct marketing for buyers EXCEPT ________.

live product demonstrations

Many institutions, including retailers, wholesalers, and ________ do retailing.

manufacturers

All of the following are benefits of direct marketing for sellers EXCEPT ________.

mass reach and immediate returns

Advantages of direct and digital marketing for sellers include all of the following EXCEPT ________.

need for sales training

Online marketing includes marketing via the Internet using company Web sites, e-mail marketing, blogs, and ________.

online video

Extel Inc., a home appliance manufacturer, uses sales representatives to sell its products to wholesalers and individual customers. This is an example of ________.

personal selling

________ includes sales presentations, trade shows, and incentive programs.

personal selling

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________ and includes broadcast, mobile, print, and online forms.

advertising

Online companies include all of the following EXCEPT ________.

brick-and-mortar

Which of the following is the fastest growing form of direct marketing?

digital marketing

Amazon.com and GEICO approach customers via Web sites or mobile apps. This is an example of ________ marketing.

direct

Which major promotion category uses catalogs, direct mail, e-mail, mobile marketing and social media?

direct and digital marketing

Which of the following is one of the five major promotion tools?

direct and digital marketing

Retailers connect brands with consumers in the ________ phases of the buying process.

final

At Neiman Marcus, a first-class department store, customers shop for high-end products and they are assisted in every phase of the shopping process. Neiman Marcus is a ________.

full-service retailer

Which type of retailer usually carries more specialty goods at high prices and is more likely to provide customers with assistance in every phase of the shopping process?

full-service retailer

Which of the following statements is true of direct marketing?

Direct marketing offers sellers a low-cost alternative for reaching their markets.

________ are retailers that offer sales assistance because they carry more shopping goods about which customers might need information.

Limited-service retailers

________ creates a seamless cross-channel buying experience that integrates in- store, online, and mobile shopping.

Omni-channel retailing

Which of the following is true about online direct marketing?

Online direct marketing allows sellers to create immediate, timely, and personal offer

________ includes all the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use.

Retailing

________ is a type of service offered by those retailers who serve customers that are willing to perform their own "locate-compare-select" process in order to save money.

Self-service

Which of the following promotion tools involves building up a good corporate image and handling unfavorable stories and events?

public relations

The use of short-term incentives to encourage the purchase or sale of a product or service is called ________.

sales promotion

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstrations?

sales promotion

________ involves using in-store promotions and advertising to extend brand equity to "the last mile" and encourage favorable point-of-purchase decisions.

shopper marketing

A company's total marketing communications mix consists of a specific blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships

the promotion mix

In addition to the specific promotion tools, marketing communication requires ________ for greatest impact.

the promotion, product, price, and place be coordinated

Retailers are classified on characteristics including the amount of service they offer, the breadth and depth of their product lines, how they are organized, and ________.

the relative prices they charge