Chap 12 Quiz

_____ is the process of salespeople searching for and identifying people who are most likely to buy the seller's offering.

Prospecting

IN YOUR OWN WORDS... Using at least 50 words, identify and explain the distribution channel for a new line of suntan lotions, which comes with stencils so the user can have a "tan tattoo".

Using online stores and specialty stores

_____ is any communication or activity designed to win goodwill or prestige for a company or person.

Public relations

_____ is the number of different target consumers who are exposed to a commercial at least once during a specific period, usually four weeks. -Frequency -Selectivity -Reach -Connectivity -Interaction

Reach

_____ bring buyers and sellers together, do not title to merchandise, receive commission on sales, and have little say over company sales policies.

Brokers

What are the two distinct markets toward which sales promotions can be targeted? -rural and urban -external and internal customers -domestic and foreign -retailer and manufacturer -consumers and members of the marketing channel

consumers and members of the marketing channel

As a promotional tool, podcasting offers the advantage to listeners of: -convenience -extensive reach -benchmarking -interactivity -high frequency

convenience

The owner of Mercury Appraisal Company held a ribbon-cutting event when he opened his new business. He invited city dignitaries, representatives from all the news media, and anyone who might have need of his services to the event. The goal of his promotion was most likely to: -increase the use of his services -create awareness -keep loyal customers -retain customers -show how his services were improved

create awareness

Which of the following is NOT an example of a promotional goal? -increasing the use of products -delivering the product -creating awareness -providing information -retaining customers

delivering the product

A/an _____ channel is a series of marketing entities through which goods and services pass on their way from producer to end users.

distribution

_____ is the term used for efficiently managing the acquisition of raw materials to the factory and the movement of products from the producer to industrial users and consumers.

Distribution or Logistics

IN YOUR OWN WORDS... Using at least 50 words, identify and explain the two main categories of retailers?

In-store and nonstore retailers

T or F: The frequent reference to Chili's restaurants on the television show The Office is probably an example of co-marketing.

false

T or F: An intermediary that takes possession and title of goods is called a merchant wholesaler.

true

T or F: Information promotion is more common in the early stages of the product life cycle.

true

T or F: Public relations is the term used for any communication or activity designed to win goodwill or prestige for a company or person.

true

T or F: The goal of all promotion is to stimulate action.

true