ch 6 study guide

Customers are mainly interested in the features of a product or service, rather than the benefits they will receive.

False

Most manufacturers sell directly to customers

False

One similarity between advertising and publicity is that a business must pay for both of them.

False

Problem resolution requires the customer to adopt the salesperson's point of view.

False

Retail businesses, service businesses, and manufacturing businesses all tend to use the same channels of distribution

False

Small companies generally use advertising agencies to create their advertisements since they do not have the expertise to create their own ads.

False

Using the telephone to promote your product is called phishing

False

Which of the following is probably an emotional buying decision ?

Juan rushes to the jewelry store to buy a necklace for his brand new girlfriend

Which of the following is NOT an example of a sales person?

a radio advertisement

___________-mail advertising includes fliers, catalogs, letters, and other correspondence sent to target customers through the mail

direct

Salespeople must create a positive image for their company because they may be the only representative of the company with which customers ever have contact

True

Television reaches too broad an audience to be effective for most businesses

True

There are no intermediaries involved in the manufacturer to consumer distribution option, and it is the most cost-effective

True

_________________ is a paid form of communication sent out by a business about a product or service

advertising

Storing products in warehouse at various points through the channels of distribution

allows channel members to balance supply and demand of products

Some customers will know exactly what they want, and the fulfillment of their needs is referred to as ____________

need satisfying

The act of establishing a favorable relationship with customers and the general public is called _____________________

public relations

____________ buying decisions based on the logical reasoning of customers

rational

Newspaper advertising _________________________

reaches large numbers of people who may not be interested in your product or service

A type of online ad that changes the background of the page being viewed is called a __________________

wallpaper ad

The component of the marketing mix that involves the locations and methods used to make products available to customers is called _________________

distribution

_____________ are the physical characteristics or capabilities of the product or service

features

A special type of television advertisement called an ___________________ can last half hour or more and go into great depth about the product being offered

infomercial

People or businesses such as agents and wholesalers that move products between manufacturer and the consumer are called __________________

intermediaries

A direct channel moves the product directly from the ___________________ to the consumer

manufacturer

In which of the following distribution options does the manufacturer NOT get involved in selling?

manufacturer to agent to wholesaler to retailer to consumer

A __________ release is a written statement meant to inform the media of an event or product

press

A __________ is refund offered to people who buy a product

rebate

The best advertising method to use to reach a lot of people quickly is __________________

television advertising

________________ of distribution are the routes that products and services take from the time they are consumed

Channels

Getting a product to the market in a timely manner is an important component of the distribution phase.

True

If an online ad is purchased under the Cost per Mil method, the charge to the advertiser is based on the exposure of the message to a specific audience.

True

Lower-level needs are not usually met through personal selling

True

Most small, local businesses would be wasting their time and money to advertise in a national magazine like Ebony or Sports Illustrated

True

People often spend little time on emotional buying decisions

True