Chapter 16, Chapter 16, Marketing Chapter 17, HRIM 442 Ch 17 Exam 3, Marketing Ch 17, Marketing Ch 17-19, Marketing Chapter 17 & 18, Marketing Chapter 17, mkt ch 16, Marketing 4, MKT 301 - Ch. 16, Marketing Chapter 17, Marketing Chapters 16-18, mktg...
___ involves using communities of interested consumers to gather input and feedback for marketing purposes.
"Crowdsourcing"
types of order takers
-Inside order takers work in sales office -outside/field order takers travel to customers
Advertising Objectives
-Objectives guide campaign development -Objectives should be stated clearly, precise, and in measurable terms -Objectives in advertising are stated in terms of sales and communications
Critics
-Post ratings/reviews of products or services -Comment on someone else's blog -Contribute to online forums -Contribute to/edit articles in a wiki
Creators
-Publish a Blog -Publish personal webpages -Upload original video -upload original audio/music -write articles or stories and post them
#1 Is promotion Deceptive
-Some are but not all promotion should be condemned. -Laws, government regulation, and industry self-regulation have helped decrease deceptive promotion
Collectors
-Use RSS feeds -Add tags to webpages or photos -"vote" for websites online
Who develops the Advertising Campaign?
-Varies between firms & Depends on the size -Smaller firms: one or two internal employees -Large Firms: may have an advertising department, which could consist of a couple of generalists or many specialists, may use an advertising agency with skilled specialist, can be affordable
Joiners
-maintain profile on a social networking site -visit social networking sites
Spectators
-read blogs -watch videos from other users -listens to podcasts -read online forums -read customer reviews/ratings
Following up
-the sales person must follow up the sale -the salesperson should determine if the order was delivered on time and was installed properly, should learn whether the customer has problems or questions about the product, and should determine the customers future product needs
Conversationalists
-update status on social network -post updates on twitter
Characteristics of E-Marketing: -Digital marketing is distinct from traditional marketing channels in five key ways. they are ...?
1) addressability 2) interactivity 3) accessibility 4) connectivity 5) control
Elements of the Promotional Mix
1. Advertising 2. Personal Selling 3. Public Relations 4. Sales Promotion
Social Technographics Types (7)
1. Creators 2.Conversationalists 3. Critics 4. Collectors 5. Joiners 6. Spectators 7. Inactives
size, geographic distribution, demographic characteristics
3 characteristics of the target market
national advertising/sales promotion international promotion personal selling
3 costs and availability of promotional methods
intensive, selective, exclusive
3 types of distributive intensity of the product
The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ____ in compensation.
3,000
About ______ of Americans participate in online discussion forums
30%
business, consumer, price, use
4 characteristics of the product
Direct Marketing
5th element of Promotion Mix
publicity annual reports brochures event sponsorships social responsible program sponsorship press releases conferences feature articles
8 PR tools
create awareness stimulate demand encourage product trial monthly products retain loyal customers facilitate reseller support reduce sales fluctuations combat competitive promotional efforts
8 objectives of promotion
A paid form of nonpersonal communication about an organization and/or its products that is transmitted to a target audience through a mass medium is a) advertising. b) public relations. c) sales promotion. d) personal selling. e) campaigning.
A
Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ________ advertising a.) institutional b.) product c.) organizational d.) pioneer e.) advocacy
A
Advertising, personal selling, sales promotion, and public relations are called a) promotion mix ingredients. b) marketing mix components. c) characteristics of a product. d) advertising tools. e) nonpersonal communication.
A
Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as a) viral marketing. b) buzz marketing. c) guerilla marketing. d) a word-of-mouth pyramid. e) personal advertising.
A
As Emily Jeffries prepares the script for a radio commercial for her boutique, she is engaging in the _______ stage of the communication process. a) encoding b) sourcing c) decoding d) sending e) receiving
A
By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate a) primary demand. b) secondary demand. c) competition. d) comparison of orange juices. e) demand elasticity.
A
Communication can be viewed as a circular process because a) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver. b) the message goes from encoding by the source to decoding by the receiver. c) during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate. d) channel capacity is determined by the least efficient component. e) the message goes from person to person.
A
For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their a) channel capacity. b) threshold of awareness. c) decoding abilities. d) transmission limitations. e) noise limit.
A
Head nodding, winking, hand gestures, and arm motions are all forms of _________ communication. a) kinesic b) spacing c) proxemic d) touching e) tactile
A
If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for a) love and affection. b) safety. c) self-esteem. d) self-actualization. e) respect from others.
A
If a pull policy is to be used in promoting a product, the firm a) promotes directly to consumers. b) promotes only to the next marketing institution down the marketing channel. c) promotes the product to retail stores only. d) promotes the product to wholesalers only. e) must also use the push policy to be effective.
A
If promotion does not do its job of stimulating demand, then the a) price of the promoted product is likely to increase. b) price of the promoted product will remain reasonably stable. c) price of the promoted product will decrease. d) cost of promotion will decline. e) cost will remain about the same.
A
OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process? a) Communication channel b) Decoding process c) Encoding process d) Sharing of meaning e) Noise minimization
A
Often when a company introduces a new product or line extension, its promotion will focus on _____ in order to initiate the product-adoption process. a) creating awareness b) stimulating demand c) retaining loyal customers d) combating competitive promotional efforts e) identifying prospects
A
Personal selling is changing in today's marketplace due to several factors. Which of the following is not a factor that impacts today's promotion through personal selling? a.) the difficulty in keeping customers because they are fickle b.) new technology provides up-to-date information in the field c.) the way in which customers gain information about a company or product d.) social CRM allows companies to discover and engage customers e.) electronic sales presentations through social media technology
A
Primary demand is defined as a) demand for a product category. b) demand for a new product. c) consumer awareness of a product category. d) stimulating demand for any products. e) demand for a particular brand.
A
Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates a) personal selling. b) retailing. c) public relations. d) advertising. e) sales promotion.
A
Retro64 distributes free downloadable versions of its computer games for a short time. These efforts have a primary promotional objective of a) encouraging product trial. b) stimulating demand. c) identifying prospects. d) creating awareness. e) reducing sales fluctuations.
A
Sayyid's company has launched a new product line, and he is put in chare of sales. He decides his first step will be to find potential customers in the company's sales records. Sayyid is ___________ a.) prospecting b.) screening c.) researching d.) pre-approaching e.) surveying
A
Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the _____ and Wendy's is the _____ of this communication. a) receiver; source b) audience; promoter c) decoder; coder d) communicatee; communicator e) feedback; noise
A
Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? a) Advertising b) Public relations c) Sales management d) Sales promotion e) Personal selling
A
The ________ design element of an advertisement is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words; the _______ is the physical arrangement of the illustration, headline, subheadline, body copy, and the signature a.) illustration; layout b.) headline; layout c.)layout; design d.) layout; storyboard e.) signature; layout
A
The receiver's response to a message is ___________ for the source. a) feedback b) the communications channel c) noise d) channel capacity e) decoding
A
The use of a pull policy may require heavy expenditures for a) advertising and sales promotion. b) public relations and distribution. c) personal selling and public relations. d) distribution and advertising. e) sales promotion and personal selling.
A
What is the overall role of promotion? a) To stimulate product demand b) To identify prospects c) To retain loyal customers d) To encourage product trial e) To reduce sales fluctuations
A
When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to a) facilitate reseller support. b) reduce sales fluctuations. c) combat competitive promotional efforts. d) encourage product trial. e) retain loyal customers.
A
When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing a) sales promotion. b) advertising. c) guerilla marketing. d) personal selling. e) public relations.
A
Which of the following industries is most likely to employ combative promotional efforts? a) Fast food b) Computer processors c) Tax-preparation services d) Television producers e) Automotive paints
A
Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients? a) The size, geographic distribution, and demographic characteristics b) The cultural diversity and population size c) The age, sex, religion, and race characteristics d) Existing product adoption categories e) Existing levels of price consciousness
A
Promotion Mix
A combination of promotional methods used to promote a specific product.
Source
A person, group, or organization with a meaning it tries to share with a receiver or an audience. Translates meaning into code. Should employ signs or symbols familiar to the receiver or audience.
Communication
A sharing of meaning through the transmission of information
Communication
A sharing of meaning through the transmission of information.
Viral Marketing
A strategy to get consumers to share a marketer's message, often through e-mail or online videos, in a way that spreads dramatically and quickly.
______________ was established in 1967 and promotes trade and economic integration among member nations in Southeast Asia. Select one: a. GATT b. ASEAN c. APEC d. WTO e. MERCOSUR
ASEAN
Characteristics of E-Marketing: ___ is the ability to obtain digital information. It allows consumers to find information about competing products, prices, and reviews and become more informed about a firm and the relative value of its products.
Accessibility
Major Criticisms of Promotion
Accused of deception (i.e. deceiving or misleading); Blamed for increasing prices; It manipulates consumers into buying products they do not need; Leads to a more materialistic society; Consumers do not benefit sufficiently from promotional activity to justify its high cost.
Sales Promotion
Activities or materials that act as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers
_______ facilitates _______, as it enables customer engagement to facilitate product innovation.
Addressability / relationship marketing
Which of the following characteristics distinguish online media from traditional marketing?
Addressability, interactivity, accessibility, connectivity, and control
A(n) ________ channel provides the opportunity for a marketer to customize promotions.
Addressable
_ is a paid, nonpersonal communication about an organization and its products transmitted to a target audience through mass media.
Advertising
The Four Elements of the Promotion Mix
Advertising Personal Selling Public relations Sales promotion
Promotional Mix Ingredients
Advertising, Personal Selling, Sales Promotion, and Public Relations
4 Possible Elements of a Promotion Mix
Advertising, Personal selling, Public relations, and Sales promotion.
Sales Promotion
An activity or material that acts as a direct inducement, offering added value or incentive for the product, to resellers, salespeople, or consumers (i.e. free samples, games, rebates, sweepstakes, etc.).
Buzz Marketing
An attempt to incite publicity and public excitement surrounding a product through a creative event.
Factors that are used to determine a product's promotion mix...
An organization's promotional resources, objectives, and policies; Characteristics of the target market; Characteristics of the product; and Cost and availability of promotional methods.
Noise
Anything that reduces a communication's clarity and accuracy. When the decoded message differs from the encoded one.
A consumer contest is an example of a) personal selling. b) sales promotion. c) advertising. d) indirect selling. e) public relations.
B
A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a a) communications channel. b) source. c) relay channel. d) decoder. e) sender.
B
All of the following are key areas of sales force management except: a.) compensating salespeople b.) coordinating sales promotion efforts c.) recruiting salespeople d.) training sales personnel e.) motivating sales personnel
B
Blockbuster offers its customers a Blockbuster Rewards Card that allows them to rent every sixth movie free and provides various discounts throughout the year. The primary promotional objective of programs such as this is a) encouraging product trial. b) retaining existing customers. c) stimulating demand. d) combating competitive promotional offers. e) reducing sales fluctuations.
B
Brandon walks around behind purchasing agent Shannon Wise as she looks at the pamphlet describing Hyster's new conveyer system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not understand the ___________ communication Shannon is sending. a) tactile b) proxemic c) kinesic d) verbal e) promotional
B
Brands that are promoted through comparative advertising are most likely to be a.) market leaders b.) brands that are attempting to compete with market leaders c.) primarily services rather than tangible goods d.) attempting to compete on a nonprice basis e.) competing in a less competitive market
B
Channel capacity is determined by the a) most efficient component of the communication process. b) least efficient component of the communication process. c) source. d) receiver. e) meanings of the message.
B
Cost efficiency, repetition, and adding product value are all potential benefits of a) public relations. b) advertising. c) personal selling. d) promotion. e) guerilla marketing.
B
During the decoding process, the a) intensity of the transmission becomes stronger. b) receiver attempts to convert signs or symbols into concepts and ideas. c) source attempts to convert signs or symbols into concepts and ideas. d) source converts meaning into a series of signs or symbols that represent ideas or concepts. e) receiver filters noise from the feedback.
B
Effective management of integrated marketing communications is based upon a) consumer attitudes towards promotion. b) information about customers. c) the communication process model. d) budgetary allowances. e) the firm's organizational structure.
B
High-priced products usually depend heavily on which promotion mix ingredient? a) Advertising b) Personal selling c) Public relations d) Sales promotion e) Telemarketing
B
Hunt's decided to put a much larger share of its promotion budget into ___________ because of the heavy reliance it will be placing on coupons in the second quarter. a) advertising b) sales promotion c) public relations d) telemarketing e) personal selling
B
If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on a) retailers. b) wholesalers. c) ultimate consumers. d) other producers. e) institutional users.
B
If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year, this would be an example of a) advertising. b) sales promotion. c) viral marketing. d) packaging. e) publicity-based public relations.
B
If the push policy is used in promoting a product, the firm a) promotes directly to consumers. b) promotes only to the next marketing institution down the marketing channel. c) promotes the product to wholesalers only. d) promotes the product to retailers only. e) will be assured of having an effective promotional mix.
B
In one corner of its magazine advertisement for office copiers, Epson places a small box asking for the names and addresses of individuals or companies seeking more information. Epson has included this box to facilitate ___________ for this communication. a) decoding b) feedback c) encoding d) perceptual attention e) noise reduction
B
In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ________ for this communication a.) decoding b.) feedback c.) encoding d.) perceptual
B
Marketers of highly seasonal products tend to have more irregular use of a) advertising. b) sales promotion. c) public relations. d) personal selling. e) marketing.
B
One of the biggest problems associated with ___________ as an element of promotion is the high absolute dollar outlay often required. a) personal selling b) advertising c) public relations d) sales promotion e) packaging
B
Promotion can help keep prices lower because a) demand for the product does not increase. b) promotion of prices intensifies price competition. c) promotion of prices leads to nonprice competition. d) promotion tends to reduce consumers' price sensitivity. e) promotion tends to stabilize a product's price elasticity of demand.
B
Promotion tends to a) create needs. b) capitalize on existing needs. c) be overly focused on the self-actualization needs. d) overemphasize physiological and safety needs. e) avoid focusing on people's needs.
B
Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to a) stimulate demand. b) encourage product trial. c) create awareness. d) combat competitive promotional efforts. e) retain loyal customers.
B
Public relations a) should be used mostly to counteract any competitive promotions or negative publicity. b) is an element of promotion that should be handled on a continuous basis. c) should be used solely to respond to emergencies that could significantly damage the company's reputation. d) is paid communication that helps enhance a company's image by highlighting its philanthropic efforts. e) is generally not given much weight because the information is generated by the company itself.
B
Selective demand is demand for a a) general type of product. b) particular brand. c) new product. d) competitor's product. e) service.
B
Sweepstakes, free samples, coupons, and rebates are examples of a) advertising. b) sales promotion techniques. c) publicity. d) personal selling techniques. e) packaging methods.
B
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines a) communication. b) integrated marketing communications. c) tactile communication. d) kinesic communication. e) proxemic communication.
B
The individual or group that decodes a coded message is called a a) sender. b) receiver. c) source. d) decoder. e) receptor.
B
The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. This method of promotion is an example of _____, and is used to stimulate _______ demand. a) viral advertising; primary b) sales promotion; selective c) sales promotion; primary d) product placement; selective e) product placement; primary
B
The message that a source originally encodes and the meaning a receiver ultimately decodes a) contain circular feedback. b) may be different because of noise. c) are usually exactly the same. d) rarely are similar because of feedback. e) are collectively termed the communications channel.
B
The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage? a) Introduction b) Decline c) Maturity d) Growth e) Plateau
B
Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at dinner would be best classified as ________, while the focus on the great taste of Tropicana would be best classified as ___. a.) comparative advertising; informative advertising b.) pioneer advertising; competitive advertising c.) institutional advertising; stimulating primary demand d.) product advertising; institutional e.) comparative advertising; competitive advertising
B
When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been? a) Selective demand b) Pioneer promotion c) Comparative promotion d) Primary demand promotion e) Retention promotion
B
When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing a) communication. b) the coding process. c) the decoding process. d) the conversion process. e) communications channel.
B
Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies? a) Guerilla communication b) Word-of-mouth communication c) Buzz marketing d) Viral marketing e) Conversational promotion
B
___________ links the purchase of an organization's products to support of philanthropic organizations favored by the target market. a) Promotion b) Cause-related marketing c) Charity-related promotion d) Selective demand promotion e) Charitable nonprofit marketing
B
The verbal portion of adviertisment, including headlines, body, and signature is called
B. Copy
Which of the following statements applies to media planing
B. The message content affects the types of media used for an advertising campaign
The attitude toward the object model (known as the Fishbein model) consists of which three elements? Select one: a. Beliefs about product attributes, the strength of beliefs, and the evaluation of beliefs b. Intentions, beliefs about product attributes, and what others think c. Selecting, organizing, and interpreting information inputs d. Perception, motivation, and beliefs about product attributes e. Safety, social, and self-actualization
Beliefs about product attributes, the strength of beliefs, and the evaluation of beliefs
___ are web-based journals through which authors can editorialize and interact with other Internet users.
Blogs (web-logs)
Public Relations
Broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.
Which of the following is NOT an example of a producer market member? Select one: a. Buyers of services used for their operations of their organizations b. Buyers of finished products that intend to resell them for a profit c. Buyers of semifinished items used to make other products d. Buyers of raw materials e. Buyers of finished items used to make other products
Buyers of finished products that intend to resell them for a profit
A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____________ advertising. a) unfair b) illegal c) deceptive d) push e) pull
C
A common form of tactile communication in U.S. business activities is a) hugging. b) kissing. c) handshaking. d) eye contact. e) head nodding.
C
A major disadvantage of personal selling is that it a.) is not remembered as well by consumers as advertising messages are b.) cannot easily adjust the message to satisfy a customer's information needs c.) is very expensive per contact d.) does not provide immediate feedback e.) is not compatible with other promotional activities
C
An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to a) combat competitive promotional efforts. b) stimulate demand. c) reduce sales fluctuations. d) encourage product trial. e) retain loyal customers.
C
An attempt to create a trend or acceptance of a product through word-of-mouth communication is called a) guerilla marketing. b) viral marketing. c) buzz marketing. d) personal publicity. e) conversational promotion.
C
As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners. A(n) ___________, which is a form of tactile communication, concludes the session. a) smile b) walk to the door c) handshake d) exchange of business cards e) pleasant good-bye
C
As they walk to the car, Erin Brandeis tells her sales representative, Joachin Perez, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ___________ communication to Joachin. a) tactile b) proxemic c) kinesic d) verbal e) signal
C
Bowflex uses infommercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at a) creating awareness. b) encouraging product trial. c) identifying prospects. d) stimulating demand. e) retaining loyal customers.
C
Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack a) communication. b) promotional efforts. c) integrated marketing communications. d) channel capacity. e) coordinated awareness.
C
Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of a) the vice president of sales. b) manipulation. c) promotion. d) information. e) sales promotion.
C
Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate? a) Promotion costs cause product costs to be higher. b) Promotion activities make up the bulk of marketing. c) The role of promotion is to stimulate product demand. d) Promotion should be directed toward numerous audiences. e) Most promotional efforts are performed through advertising.
C
During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ___________ in the communication process. a) encoding b) bad luck c) noise d) deflected transmission e) poor implementation
C
Frequently, Burger King restaurants offer 32-ounce glasses depicting currently popular movie characters free with the purchase of a large drink. This example illustrates Burger King's use of which one of the following elements of the promotion mix? a) Packaging b) Personal selling c) Sales promotion d) Public relations e) Telemarketing
C
If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion a) forces people to spend too much. b) forces prices to go up. c) encourages materialism. d) creates needs. e) can be harmful.
C
Jamba Juice offers its customers a stamp card that allows them to receive a free smoothie after they have filled an entire card. This is an example of _______ a.) free sample b.) rebate c.) frequent-user incentive d.) premium e.) consumer contest
C
Kinesic communication is an element in which type of promotional method? a) Advertising b) Public relations c) Personal selling d) Packaging e) Sales promotion
C
Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called _________ a.) advertising b.) sales promotions c.) personal selling d.) target marketing e.) public relations
C
Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is a) personal promotion. b) advertising. c) personal selling. d) public relations. e) individual promotion.
C
Procter & Gamble periodically sends out coupons and free samples of products like Downy fabric softener. This illustrates P&G's use of which of the following elements of the promotion mix? a) Advertising b) Personal selling c) Sales promotion d) Public relations e) Telemarketing
C
Product placement is the strategic location of products ___________ a.) in television commercials b.) in print advertisements c.) within entertainment media content d.) on billboards in busy intersections e.) on store shelves
C
Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they a) cost too much. b) are illegal. c) are potentially harmful. d) do not last. e) are not competitive.
C
Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered a) a communication inhibitor. b) feedback. c) noise. d) decoding blocker. e) interference.
C
Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This would best be an example of a) sales promotion. b) word-of-mouth promotion. c) product placement. d) viral marketing. e) publicity.
C
The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of a) shared symbols. b) targeted customers. c) communication channel. d) decoded meanings. e) noise minimizers.
C
The cost of _____ is usually substantially lower than the cost of _____. a) stimulating primary demand; stimulating selective demand b) identifying prospects; encouraging product trial c) retaining existing customers; acquiring new customers d) comparative advertising; pioneer promotion e) personal selling; public relations
C
The cost of _________ is usually substantially lower than the cost of ________. a.) stimulating primary demand; stimulating selective demand b.) identifying prospects; encouraging product trial c.) retaining existing customers; acquiring new customers d.) comparative advertising; pioneer promotion e.) personal selling; public relations
C
The target audience for an advertising campaign is the a.) information base on which to develop the campaign b.) geographic distribution of persons c.) people toward whom the advertisements are directed d.) overall goal of the advertising campaign e.) sales objective to be achieved by the campaign
C
When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _____ advertising. a.) reminder b.) reinforcement c.) competitive d.) defensive e.) institutional
C
When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build _________ demand. a) primary b) secondary c) selective d) economic e) competitive
C
Which is the best example of noise that originates with the receiver in the communication process? a) Sarah drives through a tunnel, and her radio signals become very weak. b) Maria has been studying English for two years and does not understand the symbolism being used in a commercial. c) Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness. d) Because of poor printing, Claire cannot read an advertisement in her local newspaper. e) A mother fails to hear a new commercial for diapers because her new baby is crying.
C
Which of the following is not an integrated communications tactic used by Toyota? a) word-of-mouth communication b) advertising c) publicity d) personal selling e) sales promotion
C
_____ is anything that reduces an integrated marketing communication's clarity and accuracy. a.) feedback b.) channel capacity c.) noise d.) communication channel e.) coding process
C
______ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists a.) public relation firms b.) media companies c.) advertising agencies d.) production companies e.) promotion experts
C
___ of Forrester Research developed a classification system to help marketers understand what kind of technology users their target markets are.
Charlene Li and Josh Bernoff
Proxemic Communication
Communicating by varying the physical distance in face-to-face interactions. Less obvious form of communication used in personal selling.
Kinesic Communication
Communicating through the movement of head, eyes, arms, hands, legs, or torso (i.e. winking, head nodding, hand gestures, and arm motions).
Tactile Communication
Communicating through touching (i.e. handshaking). Less popular in the U.S. than in many other countries.
Promotion
Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and accept its products.
The Role of Promotion
Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products
Tactile
Communication through touching
A targeting strategy in which an organization targets a single market segment using one marketing mix is called a(n) ____ strategy. Select one: a. differentiated b. selective c. concentrated d. undifferentiated e. focused
Concentrated
Lil Angels Kids Spa offers various treatments designed to appeal to the younger customer. Treatment options include manicures, pedicures, facials, tea parties, and dress up photos. Parents can even purchase a birthday party package. Currently, Lil Angels offers its services only to girls under the age of 14. Originally begun in Delaware, Lil Angels is considering opening its spa/salons in other parts of the country and is planning to expand its offerings to girls aged 14 to 17. The company realizes that some changes may be needed. For example, management wants to find out if the older girls will be interested in their birthday party and tea party services. Refer to Scenario 6.1. Lil Angels Kids Spa is currently using a(n)____ targeting strategy. Select one: a. concentrated b. selective c. undifferentiated d. differentiated e. exclusive
Concentrated
Characteristics of E-Marketing: ___ keeps customers and businesses connected with each other.
Connectivity
___ is important to marketers; online forums can be a good place to gather consumer feedback.
Consumer feedback
Electronic Word of Mouth
Consumers tend to trust Internet reviews posted by other consumers, making sites such as Yelp an important tool for investigating new products or businesses.
Characteristics of E-Marketing: ___ refers to consumers' ability to regulate the information they receive via the Internet.
Control
____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. Select one: a. Interactivity b. Accessibility c. Connectivity d. Control e. Addressability
Control
Coding Process (or Encoding)
Converting meaning into a series of signs or symbols representing ideas or concepts.
Decoding Process
Converting signs and symbols into concepts and ideas
Decoding Process
Converting signs or symbols into concepts and ideas.
Integrated Marketing Communications
Coordination of promotion and other marketing efforts for maximum information and persuasive impact
Integrated Marketing Communications
Coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers.
8 Promotional Objectives
Create awareness, Stimulate demand, Encourage product trial, Identify prospects, Retain loyal customers, Facilitate reseller support, Combat competitive promotional efforts, Reduce sales fluctuations
Kent works in the public relations department of his company. He sends a news release about a new product offering to several newspapers and television stations. Kent knows from past experience that even when the media use his news releases, they often release the information at inopportune times. They will also sometimes cut out what Kevin believes are the most important points to make the news fit. However, Kent accepts these disadvantages because free publicity offers the advantage of
Credibibility
______ is a term that refers to the use of digital media to obtain opinions on the needs of potential markets
Crowdsourcing
All of the following are examples of publicity-based public relations tools except a) press conferences. b) feature articles. c) news releases. d) annual reports. e) news stories.
D
An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is a) advertising. b) personal selling. c) public relations. d) sales promotion. e) packaging.
D
Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each type of media has both benefits and disadvantages. She is considering the internet as a form of media. Which of the following is NOT a disadvantage of the internet as a promotional medium? a.) costs of precise targeting are high b.) effects of promotion can be difficult to measure c.) there are concerns about privacy d.) the message must be short and simple e.) there are concerns about security
D
Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's a) noise. b) coding process. c) encoding. d) channel capacity. e) feedback.
D
Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of a) stimulating demand. b) reducing sales fluctuations. c) combating competitive promotional efforts. d) facilitating reseller support. e) retaining loyal customers.
D
During the introduction stage of the product life cycle, which type of promotion would a firm focus on? a) Reminder b) Competitive c) Comparative d) Pioneer e) Repetitive
D
Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on a) advertising. b) publicity. c) sales promotions. d) personal selling. e) distributor incentives.
D
If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool? a) People are more likely to believe a human being than a print ad. b) TV and radio ads are not feasible for smaller companies. c) It can achieve more sales through business customers than through individual consumers. d) It is easier to measure a salesperson's effects on sales than advertising's effects on sales. e) The firm is charging a higher price to cover the expensive salaries of its salespeople.
D
In order for customers to receive greater customization and service, they must be willing to a) pay high prices for standard goods. b) give up all their rights to privacy. c) use the Internet for communication with companies. d) give information about themselves and their tastes. e) spend significant amounts of time to purchase products.
D
In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication a) receiver. b) transmitter. c) decoder. d) source. e) noise.
D
Jake, a sales representative is returning from a week on the road. One of his activities this week is to develop _______, which are designed to identify the customers called on and to present detailed information about interaction with those clients. a.) sales invoices b.) feedback notices c.) expense notices d.) call reports e.) recall files
D
Pioneer promotion is most likely to be used during the _____ stage of the product life cycle. a) maturity b) decline c) growth d) introduction e) presentation
D
Promotion helps consumers because it a) costs billions of dollars each year, which stimulates the U.S. economy. b) always stresses wholesome values, which benefits society. c) persuades consumers to make the right choices. d) informs consumers and places them in a position to specify the products that they seek. e) tends to be informative and not persuasive.
D
Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered a) noise. b) communication links. c) communication resources. d) communication channels. e) decoding sources.
D
Since Whizz is a new product, which of the following promotional methods would you least recommend? a) magazine ads. b) viral marketing. c) television commercials. d) a price-reduction sales promotion. e) public relations.
D
Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of _____ marketing, while the TV commercials described above would be an example of ________ marketing. a) pull; push b) personal selling; push c) pull; sales promotion d) push; pull e) personal selling; sales promotion
D
The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of a) sales promotion. b) advertising. c) personal selling. d) publicity. e) kinetic communication.
D
Threatt Production makes low-priced, convenience products that are widely available. It is most likely to focus its promotion efforts on a) public relations. b) personal selling. c) viral marketing. d) advertising. e) sales promotion.
D
To gain maximum benefit from promotional efforts, marketers must strive to a) become directly involved rather than indirectly involved. b) obtain information about the marketing environment through their MIS. c) realize the needs of their target market and try to meet them. d) properly plan, implement, coordinate, and control communications. e) use promotion during the growth stage of the product's life cycle.
D
Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of a) advertising. b) personal selling. c) sales promotion. d) buzz marketing. e) push marketing.
D
When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a _________ policy. a) reseller promotional b) push c) customer promotional d) pull e) channel promotional
D
When encoding the message, the source should use signs that have a) new and exciting meanings. b) different meanings to different people. c) contemporary jargon. d) meanings that the target market will understand. e) broad interpretations.
D
Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a) Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps. b) Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. c) The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. d) After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks. e) Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings.
D
Which of the following types of promotion informs potential customers about a product and what it is? a) Reminder b) Competitive c) Comparative d) Pioneer e) Repetitive
D
Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback? a) Publicity b) Sales management c) Sales promotion d) Personal selling e) Public relations
D
Why should a benchmark statement be included in advertising objectives? a) Shareholders want to see where a company is in relation to competition. b) It is useful in determining whether retailers have increased their sales over the year. c) It gives an indication of how the advertising message is best presented. d) Without a reference point, it is difficult to determine to what degree objectives have been accomplished. e) Objectives become more easily attainable when such a statement is included.
D
laws, government regulations, and industry self-regulation _________ deceptive promotion. a.) have done nothing to decrease b.) have caused an increase in c.) have eliminated all d.) have helped decrease e.) have created new forms of
D
Amos works as a manager in the marketing department of a pharmaceutical firm. The time has come to develop sales forecasts for the next year. This year the company wants to increase the reliability of the sales forecast. Amos was asked to participate in this process because of his extensive market knowledge. He joins a group of other experts in the area. Individuals in Amos's group all submit their own forecasts. These forecasts are then averaged, and the results are given back to the group so they can refine them. The intent is to reach a consensus by working separately on these forecasts. What type of forecasting technique is this? Select one: a. Executive judgment b. Time series analysis c. Random factor analysis d. Delphi technique e. Regression analysis
Delphi technique
Primary Demand
Demand for a product category rather than for a specific brand of product.
Selective Demand
Demand for a specific brand.
Comcast uses a segmentation strategy for its cable TV packages based on market characteristics such as age, gender, or income. Which of the following category of segmentation variables is Comcast using? Select one: a. Product-related b. Behavioristic c. Geographic d. Demographic e. Psychographic
Demographic
___ uses digital media to develop communications and exchanges with customers
Digital marketing
___ are electronic media that function using digital codes
Digital media
___ can be great resources for conducting market research, gathering information about consumers, and asking customers about their preferences.
Digital media
___ help to level the playing field between large and small companies, as both have access to the same sites and the same information.
Digital media
Wag is a service similar to Uber in that it uses an app and promotes the sharing economy concept. Dog owners can use the app to contact independent contractors, who will travel to the dog's home and take it for walks, usually while the dog's owner is away. Users often pay the dog walkers tips. However, they receive the benefit of not having to worry about their pet getting exercise. This service capitalizes on which variable of the e-marketing mix? Select one: a. Product b. Distribution c. Pricing d. Promotion e. Digital media
Distribution
1) The Internet is a new distribution channel that helps businesses increase efficiency. 2) Processing orders electronically reduces inefficiencies, costs, and redundancies while increasing speed. 3) Shipping times and costs are an important element in attracting customers. 4) Walmart and other retailers now offer "site to store" services that allow customers to eliminate paying for shipping and pick up orders in the nearest store. 5. Distribution involves a push-pull dynamic, with companies pushing to get products to consumers and channel members pulling to find one another.
Distribution Considerations
A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of a) encouraging product trial. b) retaining loyal customers. c) stimulating demand. d) creating awareness. e) identifying prospects.
E
A sharing of meaning defines a) promotion. b) information. c) noise. d) interference. e) communication.
E
A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to a) stimulate primary demand. b) offset competitors' promotional efforts. c) facilitate reseller support. d) retain loyal customers. e) reduce sales fluctuations.
E
Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ___________ consideration in effective communication. a) transmission load b) feedback c) encoding d) noise e) channel capacity
E
Anything that reduces the accuracy and clarity of communication is called a) distraction. b) feedback. c) interference. d) discordance. e) noise.
E
Communication through the use of brochures, annual reports, event sponsorships, and news stores is referred to as a) advertising. b) personal selling. c) sales promotion. d) publicity. e) public relations.
E
Each communication channel has a limit on the volume of information it can handle effectively. This limit is called a) transmission load. b) feedback. c) encoding. d) noise. e) channel capacity.
E
Factors such as climate, seasons, and holidays tend to lead to the promotional objective of a) combating competitive promotional offers. b) facilitating reseller support. c) encouraging product trial. d) retaining loyal customers. e) reducing sales fluctuations.
E
If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko's would likely be striving to practice a) one-stop shopping. b) more expertise. c) pioneer promotional efforts. d) competitive promotional programming. e) integrated marketing communications.
E
Newspaper ads for Blue Haven Pools offering discounted prices during October are examples of which of the following uses of promotion? a) Retaining loyal customers b) Promoting new product uses c) Making salespeople more effective d) Stimulating primary demand e) Reducing sales fluctuations
E
Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on a) advertising. b) word-of-mouth communication. c) public relations. d) sales promotion. e) personal selling.
E
Personal selling goals include finding prospects, convincing prospects to buy, and a.) monitoring new products being developed b.) being aware of competitors' sales activities c.) seeking one-sale customers d.) avoiding repeat transactions e.) keeping customers satisfied
E
Sara Dickson is concerned about the effectiveness of Magnum, Inc.'s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through a) television advertising. b) newspaper advertising. c) public relations. d) sales promotion. e) personal selling.
E
The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to a) retain loyal customers. b) facilitate reseller support. c) reduce sales fluctuations. d) stimulate primary demand. e) identify prospects.
E
The last stage in the development of any advertising campaign is a.) creating the advertising platform b.) developing the media plan c.) creating the advertising message d.) defining the advertising objectives e.) evaluating the effectiveness of advertising
E
The makers of Whizz considered a new promotional method for their product. A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall. Along with the Whizz, the students received a coupon for $1.00 off their next purchase. They could receive another coupon for $3.00 off if they went online and emailed five friends at another college, telling them about Whizz. The friends could then go to a website and print a coupon for $2.00 off their next purchase. The sample boxes given to the college students are an example of ______, while the emails to the five friends are an example of _____. a) sales promotion; advertising b) sales promotion; personal selling c) publicity; sales promotion d) viral marketing; sales promotion e) sales promotion; viral marketing
E
The two main reasons for criticism of promotional activities are that promotion a) has some flaws, and it is deceptive. b) is deceptive, and it causes prices to rise. c) pervades our daily lives, and it creates needs in us. d) creates needs in us, and it encourages materialism. e) has some flaws, and it pervades our daily lives.
E
The vehicle through which the coded message is transmitted from the source to the receiver is called a(n) a) coder. b) decoder. c) encoder. d) relay channel. e) communication channel.
E
When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build a) primary demand. b) pioneer promotion. c) prospects. d) brand awareness. e) selective demand.
E
When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using a) promotion. b) integrated marketing communications. c) charity marketing. d) charitable promotion. e) cause-related marketing.
E
When a salesperson varies the physical distance between himself and a customer he is using a) kinesic communication. b) personal selling. c) tactile communication. d) comfort relations. e) proxemic communication.
E
_____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders. a) Stakeholder management b) Personal selling c) Integrated marketing communications d) Sales promotion e) Public relations
E
1) Basic Internet literacy is rising all over the world, making it a good way to reach global consumers. 2) Most businesses now find it necessary to use digital marketing to grab and maintain market share. 3) Digital media can help businesses streamline their organizations and offer new benefits and convenience to consumers.
E-Marketing Strategy
Advertising companies usually receive
E. A 15 percent commission paid by the media from which it makes purchases
___ refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing.
Electronic marketing, or e-marketing
Using cutting-edge technology in association with social networks and blogs in order to assist in workplace connections is referred to as
Enterprise 2.0
Joann and Rachel are searching for an apartment. They will most likely engage in which one of the following forms of decision making? Select one: a. Routinized response behavior b. Limited decision making c. Extended decision making d. Impulse buying e. Intensive response behavior
Extended decision making
Sonic communicates with its customers through ____, which is the most popular social networking site in the world.
To have some of its cereals highlighted in an advertisement mailed out by Kroger grocery stores, Kellogg agreed to pay a portion of Kroger's costs associated with the advertising mailer. Kellogg's payment is designed to
Facilitate reseller support
A news story about a product is an example of promotion
False
If a restaurant known for its delicious food and fun entertainment , does not serve alcohol its displaying advocacy advertising
False
Salespersons perception of brand advertising is negatively related to their effort and performance
False
Wholesalers do not engage in selling to reseller, government
False
Due to consumer concerns over privacy, the ____ is considering regulations that would limit the amount of consumer information that marketers can gather online
Federal Trade Commission
Due to consumer concerns over privacy, the _______ is considering regulations that would limit the amount of consumer information that marketers can gather online
Federal Trade Commission
Crate and Barrel uses ________ to market themselves visually by displaying snapshots of company events, staff, and products.
Flickr
______ is a popular photosharing site on the Internet.
Flickr
Management at More Hands Maid Service is concerned that it maintains a high level of service for its business accounts. How should the firm monitor the level of service these customers receive? Select one: a. Specify service uniformity. b. Develop a code of service. c. Formally survey customers. d. Stress truthfulness with employees. e. Set service objectives.
Formally survey customers
Organization's Marketing Information System
Information about customers and marketing environment forces, Integrated marketing communications plan, Customers, Feedback
The Coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
Integrated marketing communications
Characteristics of E-Marketing: ___ allows customers to express their needs and wants directly to the firm in response to its communications, in contrast to the one-way communications of traditional marketing media.
Interactivity
The ___ allows marketers to communicate with consumers, reach new markets, and target markets more precisely. (this is important for e-marketing)
Internet
The Alphabet Corporation, best known for its Google search engine, is a prime example of a multinational enterprise. With this in mind, which of the following would most accurately characterize Alphabet's operations? Select one: a. It has operations or subsidiaries in many different countries. b. It would not expect its foreign operations to share the same goals as the parent firm. c. It places most of its emphasis on profits generated in foreign countries. d. It follows a strategy of market globalization. e. It does not concern itself with differences in markets around the world.
It has operations or subsidiaries in many different countries
________ that can allow almost real-time measurement and evaluation should be embedded at the onset of a social media strategy. Select one: a. Strategic performance indicators b. Google Analytics c. Key performance indicators d. Click-through rates e. Hashtags
Key performance indicators
________ that can allow almost real-time measurement and evaluation should be embedded at the onset of a social media strategy. Select one: a. Strategic performance indicators b. Hashtags c. Key performance indicators d. Google Analytics e. Click-through rates
Key performance indicators
Which of the following sales forecasting techniques would generally be most suitable for estimating sales of a new product? Select one: a. Regression methods b. Customer surveys c. Executive judgment d. Market tests e. Time series analysis
Market tests
Which of the following statements is not true about recruiting and training a sales force?
Marketers agree on a generally accepted set of traits for being an effective salesperson.
Internet sites that allow users to share photos, videos, and podcasts are called which of the following? Select one: a. Media-sharing sites b. Wikis c. Video-sharing sites d. Virtual sites e. Photo-sharing sites
Media-sharing sites
Brown Dog Cycles creates sleek and modern bicycles for commuters and cycling enthusiasts using the latest materials such as carbon fiber frames. Brown Dog Cycles are relatively expensive, but its urban customers routinely pay $2,000 to $4,000 for the hand-crafted bicycles. The owners are considering expanding their company's footprint outside the United States and are considering opportunities to export its products to Canada and Mexico. They have learned that _______ eliminated virtually all tariffs on goods produced and traded among Canada, Mexico, and the United States. Select one: a. ASEAN b. NAFTA Correct c. MERCOSUR d. EU e. APEC
NAFTA
Some hospitals in the United States find that their need for radiologists to read X-rays is volatile during the evening and early morning hours, especially between 2:00 and 6:00 a.m. This is because the number of emergency room visits needing X-rays is usually lower than those required during daytime operating hours. There is a recent trend where hospitals in the United States are contracting radiologists from countries such as Australia to read the electronically-transmitted X-rays during the evening and early morning hours. This is an example of Select one: a. outsourcing. b. contract sourcing. c. franchising. d. contract manufacturing. e. licensing.
Outsourcing
Advertising
Paid nonpersonal mass-communication about an organization and its products transmitted to a target audience through a mass medium.
Personal Selling
Paid personal communication that attempts to inform customers and persuade them to purchase products in an exchange situation. Although expensive, personal selling is especially useful in high-risk business-to-business transactions requiring a large amount of investment.
Word Of Mouth Communication
Personal, informal exchanges of communication that customers share with one another about products, brands and companies
Word-of-Mouth Communication
Personal, informal exchanges of communication that customers share with one another about products, brands, and companies. Most customers are likely to be influenced by friends and family members when making purchases.
Dalip Singh makes an appointment to visit with a new dermatologist in town because of a recent bad sunburn. When he arrives at the dermatologist's office, Dalip notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. However, the other patients in the waiting room were talking about how much they liked the doctor. While Dalip viewed the dermatologist as competent, he decided not to visit him again even though the dermatologist recommended a follow-up. Which situational influences are most likely to have affected Dalip's decision? Select one: a. Antecedent states b. Purchase reasons c. Momentary mood d. Physical surroundings e. Social surroundings
Physical surroundings
Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a bicycler has fallen and had a head injury. The technology then releases and audible signal that will help others know the there is an injury which needs treatment. This is considered to be a new product that is in the introduction stage of the product life cycle. Which type of promotion should Rob focus on?
Pioneer
Cognitive dissonance is most likely to occur during which part of the decision-making process? Select one: a. Purchase b. Postpurchase evaluation c. Problem recognition d. Information search e. Evaluation of alternatives
Postpurchase evaluation
1) Price is the most flexible element of the marketing mix. 2) Digital marketing can enhance products' value by providing extra benefits like service, information, and convenience. 3) Discounts and promotions can be quickly communicated using digital media. 4) Deal websites allow consumers to compare prices of products and find the best deals.
Pricing Considerations
Stimulate Demand
Primary Demand- Demand for a product category rather than a specific brand Pioneer Promotion- A way to stimulate primary demand, promotion that informs consumers about new products Selective Demand- Demand for a specific brand
Order takers
Primary seek repeat sales
Swiss-based Toblerone has taken a global approach to marketing its chocolate products. Which of the following is most easily standardized? Select one: a. Price b. Advertising c. Promotion d. Distribution e. Product
Product
1) Connectivity of digital media creates opportunities for businesses to add services and to enhance product benefits. 2) Some companies use advertising campaigns and contests to develop better products; some products are only available via digital media. 3) The Internet can make it easier to anticipate consumer needs—but competition makes quality products and service offerings more important than ever.
Product Considerations
Nucor provides steel for a variety of uses to its various customers. Customers have different needs for the steel, and thus Nucor has to prepare the raw steel differently depending on how customers will use it in their production processes. The primary business segmentation variable in this example is Select one: a. customer size. b. geographic location. c. product use. d. customer importance. e. organization classification.
Product use
Pull Policy
Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel. Primarily done through advertising and sales promotion.
Push Policy
Promoting a product only to the next institution down the marketing channel. Stresses personal selling.
Raging Waters is a water park located in San Dimas, California, and typically welcomes 10,000 to 20,000 visitors daily from Los Angeles and nearby cities in Southern California. Raging Waters is known for its coaster-like slides and historically has added one new thrill attraction each season. The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes from their website. Which element of the marketing mix is Raging Waters using to generate interest and ticket sales for the park? Select one: a. Social media b. Product c. Price d. Promotion e. Distribution
Promotion
Raging Waters is a water park located in San Dimas, California, and typically welcomes 10,000 to 20,000 visitors daily from Los Angeles and nearby cities in Southern California. Raging Waters is known for its coaster-like slides and historically has added one new thrill attraction each season. The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes from their website. Which element of the marketing mix is Raging Waters using to generate interest and ticket sales for the park? Select one: a. Social media b. Promotion c. Product d. Distribution e. Price
Promotion
1) Promotion is one of the best applications for digital media 2) Consumer consumption patterns are changing and marketers must adapt. 3) Most traditional promotions can be enhanced by using digital media.
Promotion Considerations
Pioneer Promotion
Promotion that informs consumers about a new product: what it is, what it does, how it can be used, and where it can be purchased.
Major Defenses of Promotion
Promotional activities can help consumers make informed purchasing decisions; Laws, government regulation, and industry self-regulation minimize deceptive promotion; Promotion usually tends to lower prices; Promotion helps keep prices lower by facilitating price competition.
______ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.
Public relations
The General Agreement on Tariffs and Trade was initially implemented to do which of the following? Select one: a. Prevent the dumping of products into developing countries b. Merge the United States, Canada, and Mexico into a single market c. Promote free trade among members by eliminating trade barriers and educating individuals, companies, and governments about trade rules across the world d. Reduce worldwide tariffs and increase international trade e. Provide loans to countries to build up their infrastructure and increase economic opportunities
Reduce worldwide tariffs and increase international trade
A forecasting method that predicts sales based on relationships between past sales and other variables is called Select one: a. the Delphi technique. b. customer forecasting surveys. c. random factor analysis. d. regression analysis. e. time series analysis.
Regression analysis
Peet's Coffee will spend $500,000 marketing its newest latte drink. It expects to sell 1 million of these lattes over the next year. These 1 million lattes are a _____________ for Peet's Coffee. Select one: a. cycle analysis b. sales forecast c. breakdown approach d. buildup approach e. regression analysis
Sales forecast
Media Plan
Sets forth the exact media vehicles to be used and the dates and times the advertisements will appear
Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses ____ as a research tool to gain this information.
Social Networking
Our society uses many factors, including occupation, educational level, income, wealth, religion, race, ethnic group, and possessions, to group people into Select one: a. social classes. b. attitudinal segments. c. family types. d. reference groups. e. geographic regions.
Social classes
___ can be a means for firms to gather free insights from consumers on how to improve products and services.
Social networking and the Internet
___ evolved quickly over a short period of time. They began in the 1970s with bulletin board systems, but did not really start to take off until the early 2000s.
Social networks
An organization that decides to buy all of a certain part from the same company is using Select one: a. straight rebuy. b. same vendor analysis. c. multiple sourcing. d. sole sourcing. e. single-supplier purchasing.
Sole sourcing
Communication Process
Source, Coded message, Communications channel, Decoded message, Receiver or audience, Feedback
Communication Process
Source, Coding, Medium, Decoding, and Feedback
Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog
Spectator
If you want to read what other people think about products, movies, or world events, Google has online forums and blogs that are readily accessible. ______ would most likely want to simply read the opinions of others.
Spectators
Advertising Platform
The basic issues or selling points an advertiser wishes to be include in the advertising campaign
Integrated Marketing Communications
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact Information between branches and stores and their advertising and head quarters
Which of the following variables would most likely be used to segment a business market? Select one: a. An attitude of the company's CEO b. Net income generated by the company c. The lifestyle of the company's buying agent d. Common opinions of the company's employees e. The geographic location of the company
The geographic location of the company
Receiver
The individual, group, or organization that decodes a coded message
Receiver
The individual, group, or organization that decodes a coded message.
Channel Capacity
The limit on the volume of information a communication channel can handle effectively.
Communications Channel
The medium of transmission that carries the coded message from the source to the receiver or audience.
Role of Promotion
The overall role of promotion is to stimulate product demand
Feedback
The receiver's response to a decoded message.
Feedback
The receiver's response to a message
Product Placement
The strategic location of products or product promotions within entertainment media content to reach the product's target market.
Advertising Appropriation
The total amount of money a marketer allocates for advertising during a period of time
Which of the following statements about the undifferentiated targeting strategy is false? Select one: a. The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target market. b. The opposite of the undifferentiated targeting strategy is the differentiated targeting strategy. c. The undifferentiated targeting strategy uses one promotional program aimed at everyone in the target market. d. The undifferentiated targeting strategy is good for use with staple items, such as sugar and salt. e. The undifferentiated targeting strategy should be used when the needs of individual customers are similar.
The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target market.
Which of the following statements is true regarding Fan Pages on Facebook?
They have no benefit for the company, but are still essential because the consumer demands it.
Zoe is planning to open an upscale dress boutique. She is evaluating ease of movement to and from sites, vehicular traffic, types of stores in the area, and transportation networks. Which strategic retailing issue is she concerned with at the time?
Time
Alex works for a manufacturer of sports equipment and is currently developing a company sales forecast for golf clubs. While reviewing data, he discovered a pattern in sales volume over the past ten years that peaked during two months of each year. Alex likely used which sales forecasting technique? a. Time series analysis b. Regression analysis c. The Delphi technique d. Executive judgment e. Market tests
Time series analysis
Major goal of integrated marketing communications
To send a consistent message to customers.
Medium
To share an encoded message with a receiver or audience, the means of carrying the coded message.
Coding
To transmit meaning, a source must convert the meaning into a series of signs or symbols representing ideas or concepts
A feature article is longer than a new realese and is written for a specific publication
True
Buzz marketing is an attempt incite publicity and public excitement surrounding a product through a creative event
True
Marketers spend more on sales promotion than on advertising, and sales promotion appears to be a faster-growing area than advertising.
True
Product advertising is often used to stimulate demand directly
True
Public relations is a broad set of communication efforts used to create and maintain favorable relationships between the organizations and its stakeholders.
True
Radio copy should consist of short , familiar terms
True
1. The increased tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions through blogs or digital media. As a result, the environment has become more interactive. 2. Consumers' tendencies to trust other consumers over corporations. Consumers often rely on the recommendations of friends, family, and fellow consumers when making purchasing decisions.
Two major trends have caused consumer-generated media to gain in importance.
Audience
Two or more receivers.
If a large proportion of customers in a total market have similar product needs and the company has the resources to develop a marketing mix to satisfy them, which targeting strategy would be effective? Select one: a. Differentiated strategy b. Positioning strategy c. Segmented strategy d. Undifferentiated strategy e. Concentrated strategy
Undifferentiated strategy
If a large proportion of customers in a total market have similar product needs and the company has the resources to develop a marketing mix to satisfy them, which targeting strategy would be effective? a. Segmented strategy b. Concentrated strategy c. Differentiated strategy d. Positioning strategy e. Undifferentiated strategy
Undifferentiated strategy
1) ___ allows anyone who wishes to upload videos to the Internet to do so. 2) YouTube is the most popular, but hundreds of other video sharing sites exist. 3) Viral marketing is a marketing tool that utilizes the Internet, especially ___ and social networking sites, to spread a message and create brand awareness. Campaigns that successfully go viral are transmitted rapidly around the Internet with no help from the marketer. 4) Marketers increasingly use consumer-generated content for ad campaigns, rather than for hiring ad executives.
Video sharing
1) Second Life is the most popular of ___ worlds, but there are many. 2) ___ are simulated environments that can involve thousands of participants and allow users to select an avatar and live out an alternative life online. 3) Some, like Second Life, allow users to buy and sell goods, services, and even real estate in the ___. 4) Businesses have set up ___ stores in order to take advantage of the trend.
Virtual Realities/virtual worlds
word-of-mouth
WOM communication is personal, informal exchanges of communication that customers share with one another about products, brands and companies
1) Wikipedia is the most famous ___ 2) Monitoring ___ can give corporations a better idea of how consumers feel about their company or products. 3) As with other digital media, a negative representation in a ___ can damage the reputation of a company. 4) Some organizations use ___ as an internal tool for complex projects.
Wikis
___ are websites where users can add or edit content of posted articles.
Wikis
______ monitors social networks for fraudulent accounts and assist their clients in removing the deceptive accounts.
a brand-protection firm
public relations
a broad set of communication efforts used to create /maintain favorable relationships between an organization and its stakeholders
Public Relations
a broad set of communication efforts used to create/maintain favorable relationships between organization and stakeholders
reduce sales fluctuations
a business cannot operate at peak efficiently when sales fluctuate widely. holidays and seasonal products
Craigslist wants to know which social networking sites drive the most traffic to the Craigslist website. The best way to gain this information is through
a digital media measurement system
product placement
a form of advertising that strategically locates products or product promotions within entertainment media to reach a product's target market
publicity
a non-personal communication in a news-story form about an organization, its products, or both
advertising
a paid non personal communication about an organization and its product transmitted to a target audience through mass media
advertising
a paid non personal communication about an organization and its products transmitted to a target audience through mass media
Advertising
a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
personal selling
a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation
Personal Selling
a paid personal communication that seeks to inform customers and persuade them to purchase products in exchange situation
Publicity
a part of public relations; is communication in news story format about the organization and/or its products transmitted through mass media at no charge
Source
a person, group or organization that has a meaning it intends and attempts to share with a receiver or an audience
Source
a person, group, or organization that has a meaning it attempts to share with an audience.
source
a person, group, or organization with a meaning it attempts to share with a receiver/audience
communications
a sharing of meaning through the transmission of information
news releases: feature article:
a short piece of copy publicizing an event or product a manuscript of up to 3K words prepared for a special publication
viral marketing
a strategy to get consumers to share a marketer's message, often through email or online video, in a way that spreads dramatically and quickly
pioneer promotion
a way to stimulate primary demand, promotion that informs consumers about a new product
Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? a) Advertising b) Public relations c) Sales management d) Sales promotion e) Personal selling
a) Advertising
Li and Bernioff group consumers into six groups: they are...?
a) Creators b) Critics c) Collectors d) Joiners e) Spectators f) Inactives
Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients? a) The size, geographic distribution, and demographic characteristics b) The cultural diversity and population size c) The age, sex, religion, and race characteristics d) Existing product adoption categories e) Existing levels of price consciousness
a) The size, geographic distribution, and demographic characteristics
What is the overall role of promotion? a) To stimulate product demand b) To identify prospects c) To retain loyal customers d) To encourage product trial e) To reduce sales fluctuations
a) To stimulate product demand
Communication can be viewed as a circular process because a) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver. b) the message goes from encoding by the source to decoding by the receiver. c) during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate. d) channel capacity is determined by the least efficient component. e) the message goes from person to person.
a) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver.
As Emily Jeffries prepares the script for a radio commercial for her boutique, she is engaging in the _______ stage of the communication process. a) encoding b) sourcing c) decoding d) sending e) receiving
a) encoding
When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to a) facilitate reseller support. b) reduce sales fluctuations. c) combat competitive promotional efforts. d) encourage product trial. e) retain loyal customers.
a) facilitate reseller support.
Head nodding, winking, hand gestures, and arm motions are all forms of _________ communication. a) kinesic b) spacing c) proxemic d) touching e) tactile
a) kinesic
By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate a) primary demand. b) secondary demand. c) competition. d) comparison of orange juices. e) demand elasticity.
a) primary demand.
If a pull policy is to be used in promoting a product, the firm a) promotes directly to consumers. b) promotes only to the next marketing institution down the marketing channel. c) promotes the product to retail stores only. d) promotes the product to wholesalers only. e) must also use the push policy to be effective.
a) promotes directly to consumers.
Advertising, personal selling, sales promotion, and public relations are called a) promotion mix ingredients. b) marketing mix components. c) characteristics of a product. d) advertising tools. e) nonpersonal communication.
a) promotion mix ingredients.
Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as a) viral marketing. b) buzz marketing. c) guerilla marketing. d) a word-of-mouth pyramid. e) personal advertising.
a) viral marketing.
Dion is a marketing communications consultant who specializes in the strategic use of social networking sites. Which of the following statements would most likely describe the companies that can use Dion's services? a. Any sized company b. Only large to medium sized companies c. Only companies with a specialized target market d. Only companies with a unique product e. Only companies whose target customer is mainly women
a. Any sized company
____ are people who gather information and organize content generated by critics and creators. a. Collectors b. Spectators c. Joiners d. Creators e. Critics
a. Collectors
____ usually constitute a smaller part of the online population than the other groups. a. Collectors b. Spectators c. Joiners d. Creators e. Critics
a. Collectors
____ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis. a. Creators b. Critics c. Collectors d. Joiners e. Spectators
a. Creators
____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers. a. Digital marketing b. Digital media c. Electronic marketing d. Digital electronics e. E-marketing
a. Digital marketing
Kyle is a new marketing manager for Anthropologie. He believes that if Anthropologie wants to grow and connect with its customers that there is no better way than to use Facebook. What do most marketing strategists think about Facebook? a. Marketers should establish a Facebook page. b. Marketers should avoid recommendations from customers via Facebook. c. Marketers should ignore the advice of customers on Facebook. d. Marketers need to use multiple Facebook pages. e. Marketers should maintain strict control of consumers' comments on Facebook.
a. Marketers should establish a Facebook page.
A new trend in video marketing is the use of amateur filmmakers. a. True b. False
a. True
Accessibility refers to a customer's ability to access information about products, such as colors, prices, and reviews. a. True b. False
a. True
Addressability represents the ultimate expression of the marketing concept. a. True b. False
a. True
Almost any traditional promotional event can be enhanced or replaced by digital media. a. True b. False
a. True
As the Internet and digital communication technologies have advanced, marketers are able to target markets more precisely. a. True b. False
a. True
Attempts to deceive consumers into releasing personal information online is referred to as online fraud. a. True b. False
a. True
Besides Facebook and Twitter, many foreign countries have their own social networking sites. a. True b. False
a. True
Bloggers can post whatever opinions they like about a company or its products, regardless of whether or not the blog's content is factually accurate. a. True b. False
a. True
Collectors gather information and organize content generated by critics and others. a. True b. False
a. True
Companies use photosharing in order to add a personal touch to their businesses. a. True b. False
a. True
Companies use wikis as internal tools for teams working on projects requiring lots of documentation. a. True b. False
a. True
Connectivity is the use of digital networks to provide linkages between information providers and users. a. True b. False
a. True
Consumers view the illegal downloading of copyrighted materials as more unethical if the person's motivation is primarily utilitarian, then if it is for a hedonistic reason. a. True b. False
a. True
Control refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. a. True b. False
a. True
Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency. a. True b. False
a. True
Digital marketing uses all digital media to develop communication and exchanges with customers. a. True b. False
a. True
Digital online media marketing facilitates both price and non-price competition. a. True b. False
a. True
Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing communications. a. True b. False
a. True
Internal social networks are a great way to capture knowledge and identify experts on different subjects within an organization. a. True b. False
a. True
It is not unusual for Joiners to be members of several social networking sites at once. a. True b. False
a. True
Many people now seek recommendations from social media friends before conducting other kinds of searches. a. True b. False
a. True
One of the fastest-growing areas in mobile technology is the creation of applications. a. True b. False
a. True
People who comment on blogs or post ratings and reviews are known as Critics. a. True b. False
a. True
Podcast listeners have the ability to send comments to the podcaster regarding the material presented in a podcast. a. True b. False
a. True
Rather than wait for legislation to be passed regarding Internet rules, many web advertisers attempt self-regulation to govern how consumer information is collected and used online. a. True b. False
a. True
Small businesses can use digital media to develop strategies to reach new markets and access inexpensive communication channels. a. True b. False
a. True
Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator. a. True b. False
a. True
Spectators like to read what other people write and produce online, but do not produce any content themselves. a. True b. False
a. True
The majority of online shoppers read ratings and reviews to aid in their purchasing decisions. a. True b. False
a. True
To communicate with their employees, companies may use wikis and podcasts. a. True b. False
a. True
While consumers can use websites to access more information, marketers can also use the same sites to get information on the consumer. a. True b. False
a. True
The ability to obtain digital information is referred to as a. accessibility. b. addressability. c. interactivity. d. connectivity. e. control.
a. accessibility.
JCPenney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JCPenney is practicing a. addressability. b. social networking. c. interactivity. d. accessibility. e. control.
a. addressability.
Home Depot has an iPhone icon that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n) a. application (app). b. keypad function. c. voice-activated system. d. digital system. e. interactivity.
a. application (app).
One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses a. applications (apps) b. widgets c. cookies d. speed dials e. texts
a. applications (apps)
Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as a. brick-and-clicks. b. side-by-side. c. bricks-and-mortar. d. online-specialty. e. web-only.
a. brick-and-clicks.
Consumers who act as ____ are becoming increasingly important to online marketers as a conduit for addressing consumers directly. a. creators b. critics c. collectors d. joiners e. spectators
a. creators
Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer to articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears a. more authentic than company-generated content. b. more interesting than company-generated content c. more approving than company-generated content d. more current than company-generated content e. more flattering than company-generated content
a. more authentic than company-generated content.
Due to increasing consumer demand, many television networks are creating ____ of their shows. a. podcasts b. wikis c. virtual realities d. digital characters e. imitations
a. podcasts
The ability to obtain digital information is referred to as
accessibility
This is an example of one of the characteristics that distinguish online media from traditional marketing, namely
accessibility
a) Mobile devices, such as smartphones and PDAs, utilize apps to help consumers access more information about businesses. b) Mobile marketing allows marketers to utilize promotions over customers' mobile devices, sometimes in real-time as customers walk by eligible stores. c) Accessibility can be viewed from a firm's perspective as well. "Open innovation" encourages sharing of ideas and innovations between companies and customers for their mutual benefit.
accessibility
sales promotion
activity or material that acts as a direct inducement, offering added value or incentive to resellers, salespeople, or customers
Characteristics of E-Marketing: ___ is the ability for a business to identify consumers before they make a purchase.
addressability
Due to the use of cookies, many websites are able to track visitors when they return to their websites. This helps them track how often the visitor views the website and in what products he or she shows an interest. Some websites have capitalized on this by providing product recommendations to users when they return to their websites based on their past activity. This is an example of Select one: a. accessibility. b. connectivity. c. interactivity. d. addressability. e. control.
addressability
JC Penney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JC Penney is practicing
addressability
The ability of a marketer to identify customers before they make a purchase is called
addressability
a) A social network is a web-based meeting place for friends, family, co-workers, and peers that allows users to create a profile and connect with other users for the purposes that range from getting acquainted, to keeping in touch, to building a work-related network. b) Addressability on social networks comes from their ability to provide a meeting ground for individuals and groups with similar interests and consumption patterns. c) The addressability inherent in digital media enhances the service dimension of products and facilitates relationship marketing through enabling customers to engage in feedback and product innovation. d) Addressability represents the ultimate expression of the marketing concept because it allows marketers to tailor marketing mixes more precisely to customers, to track online buying behavior, and to gather data on individual customers that enhance future marketing efforts.
addressability
The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of
addressability.
JC Penney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JC Penney is practicing
addressibility
The ability of a marketer to identify customers before they make a purchase is called
addressibility
cost-efficient, repeating messages, visibility
advantages of advertising
more specific, greater impact, immediate feedback
advantages of personal selling
Dealer Listing
advertisements promoting a product and identifying the names of retailers that sell the product ex. coming to you from ___ some place ex. Chia pet
Many innovative competitors now offer services, such as ___, at a fraction of the cost of large companies.
advertising
mass media consumption
advertising is changing as ____ ______ ______ habits are changing.
When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using
advocacy advertising
size of an organization's promotional budget
affects the number and intensity of promotional methods used
demographic characteristics
age, income, education, etc will affect consumers' media consumption patterns and are important considerations when developing the promotion mix
A business advantage of the concentrated targeting strategy for any company is that it Select one: a. allows a firm to develop a special marketing mix for a single market segment. b. allows a firm to utilize all of its production capacity. c. requires less market research and information. d. maintains the firm's flexibility in moving into other market segments. e. requires less intensive analysis of customers' characteristics and needs.
allows a firm to develop a special marketing mix for a single market segment.
buzz marketing
an attempt to incite publicity and public excitement surrounding a product through a creative event
online fraud
any attempt to conduct fraudulent activities online, including deceiving consumers into releasing personal information
Noise
anything that can distract a receiver from a sources message
noise
anything that reduces a communication's clarity and accuracy
Missionary Salespeople
assist producers customers in selling to their own customers
podcasts
audio or video file that can be downloaded from the internet with a subscription that automatically delivers new content to listening devices or personal computers, offer the benefit of convenience, giving users the ability to listen to or view content when and where they choose.
Hobby Lobby encourages customers to post feedback on their company website because customer-generated content appears more ________ than corporate messages.
authentic
Redbox has established outlets in the simulated environment of Second Life. Your ____ is able to rent a movie from a Redbox.
avatar
Redbox has established outlets in the simulated environment of Second Life. Your _____ is able to rent a movie from a Redbox.
avatar
The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage? a) Introduction b) Decline c) Maturity d) Growth e) Plateau
b) Decline
When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been? a) Selective demand b) Pioneer promotion c) Comparative promotion d) Primary demand promotion e) Retention promotion
b) Pioneer promotion
Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies? a) Guerilla communication b) Word-of-mouth communication c) Buzz marketing d) Viral marketing e) Conversational promotion
b) Word-of-mouth communication
One of the biggest problems associated with ___________ as an element of promotion is the high absolute dollar outlay often required. a) personal selling b) advertising c) public relations d) sales promotion e) packaging
b) advertising
Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to a) stimulate demand. b) encourage product trial. c) create awareness. d) combat competitive promotional efforts. e) retain loyal customers.
b) encourage product trial.
In one corner of its magazine advertisement for office copiers, Epson places a small box asking for the names and addresses of individuals or companies seeking more information. Epson has included this box to facilitate ___________ for this communication. a) decoding b) feedback c) encoding d) perceptual attention e) noise reduction
b) feedback
Effective management of integrated marketing communications is based upon a) consumer attitudes towards promotion. b) information about customers. c) the communication process model. d) budgetary allowances. e) the firm's organizational structure.
b) information about customers.
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines a) communication. b) integrated marketing communications. c) tactile communication. d) kinesic communication. e) proxemic communication.
b) integrated marketing communications.
Public relations a) should be used mostly to counteract any competitive promotions or negative publicity. b) is an element of promotion that should be handled on a continuous basis. c) should be used solely to respond to emergencies that could significantly damage the company's reputation. d) is paid communication that helps enhance a company's image by highlighting its philanthropic efforts. e) is generally not given much weight because the information is generated by the company itself.
b) is an element of promotion that should be handled on a continuous basis.
Channel capacity is determined by the a) most efficient component of the communication process. b) least efficient component of the communication process. c) source. d) receiver. e) meanings of the message.
b) least efficient component of the communication process.
During the decoding process, the a) intensity of the transmission becomes stronger. b) receiver attempts to convert signs or symbols into concepts and ideas. c) source attempts to convert signs or symbols into concepts and ideas. d) source converts meaning into a series of signs or symbols that represent ideas or concepts. e) receiver filters noise from the feedback.
b) receiver attempts to convert signs or symbols into concepts and ideas.
The individual or group that decodes a coded message is called a a) sender. b) receiver. c) source. d) decoder. e) receptor.
b) receiver.
Sweepstakes, free samples, coupons, and rebates are examples of a) advertising. b) sales promotion techniques. c) publicity. d) personal selling techniques. e) packaging methods.
b) sales promotion techniques.
Marketers of highly seasonal products tend to have more irregular use of a) advertising. b) sales promotion. c) public relations. d) personal selling. e) marketing.
b) sales promotion.
A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a a) communications channel. b) source. c) relay channel. d) decoder. e) sender.
b) source.
If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on a) retailers. b) wholesalers. c) ultimate consumers. d) other producers. e) institutional users.
b) wholesalers.
Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company. a. True b. False
b. False
An accessible channel means the marketer knows who the customer is and can specifically address that person. a. True b. False
b. False
Anyone who becomes a member of social networking sites is a Collector. a. True b. False
b. False
Before posting information on a blog, the blogger must make certain that the information is accurate. a. True b. False
b. False
Commentators are people who comment on blogs or post ratings and reviews. a. True b. False
b. False
Connectivity refers to a customer's ability to regulate the information that is viewed. a. True b. False
b. False
Consumers view the illegal downloading of copyrighted materials as more unethical if the person's motivation is primarily for fun, then if it is for personal gain. a. True b. False
b. False
Control refers to the customer's ability to access information on the Internet with simple clicks on a keyboard. a. True b. False
b. False
Creators gather information and organize content generated by critics and others. a. True b. False
b. False
Despite emerging technologies, consumers are unchanging in their traditional information searches and consumption behaviors. a. True b. False
b. False
Digital marketing is a term used for any electronic media that functions using digital codes. a. True b. False
b. False
Digital media refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers Internet using digital marketing. a. True b. False
b. False
Discussion forums are not very popular with the online population. a. True b. False
b. False
E-marketing includes the use of mobile phones, but not digital outdoor marketing devices. a. True b. False
b. False
Initiators are those consumers who generate their own media outlets, such as blogs and wikis. a. True b. False
b. False
It is unusual for consumers to be members of several social networking sites at once. a. True b. False
b. False
Joiners are those consumers who read what other consumers write, but do not produce any content themselves. a. True b. False
b. False
Marketers can use digital media to promote their companies, but marketers should not use this medium to address problems. a. True b. False
b. False
Online fraud includes any attempt to conduct dishonest activities online, with the exception of tricking consumers into releasing personal information. a. True b. False
b. False
Participants in a virtual reality environment use fictional currency to purchase items; the currency cannot be converted to real dollars. a. True b. False
b. False
Positive and negative online reviews act as reputation enhancers. a. True b. False
b. False
Real businesses can have a store in a virtual reality environment, but they must use a fictional name. a. True b. False
b. False
Sites such as Twitter, Facebook, Pinterest, and Instagram can be used to gather information about consumers, but they are not a good substitute for focus groups. a. True b. False
b. False
So far, social networking has gained popularity only in America. a. True b. False
b. False
Social networking sites are useful for large business, but are not financially feasible for small businesses. a. True b. False
b. False
The Facebook audience is large, but it has yet to surpass the audience of a popular television network. a. True b. False
b. False
The increase of consumers who publish their own thoughts and product reviews through digital media has caused consumer-generated information to be less important because some of the information is false. a. True b. False
b. False
Traditional advertising is unlimited in terms of interactivity. a. True b. False
b. False
Traditional marketing media are more consumer-driven than digital media. a. True b. False
b. False
Twitter is useful for communications between friends, but not for communications between businesses and customers. a. True b. False
b. False
When consumers conduct an online product information search, corporate-generated content appears more credible than consumer messages. a. True b. False
b. False
While social networks can be used to target customers, it is still easier to target precise consumer groups using traditional marketing media. a. True b. False
b. False
____ relates to perceptions of value and is the most flexible element of the marketing mix. a. Distribution b. Pricing c. Store location d. Product mix e. Promotion
b. Pricing
Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog. a. Collector b. Spectator c. Inactive d. Creator e. Critic
b. Spectator
Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress? a. Facebook b. Twitter c. Blog d. Google+ e. QQ
b. Twitter
____ are computer-based online simulated environments that involve participants. a. Wikis b. Virtual realities c. Podcasts d. Blogs e. Photo-sharing
b. Virtual realities
The ability of a marketer to identify customers before they make a purchase is called a. connectivity. b. addressability. c. interactivity. d. accessibility. e. control.
b. addressability.
Telluride Ski Resort in Telluride, Colorado is a world-class ski destination. Taylor is a newly-hired manager of digital media and electronic marketing for Telluride. Taylor remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers. a. blogs b. amateur filmmakers c. Twitter announcements d. advertising firms to develop videos e. virtual realities
b. amateur filmmakers
Redbox has established outlets in the simulated environment of Second Life. Your ____ is able to rent a movie from a Redbox. a. clone b. avatar c. pet d. Q e. dynasty
b. avatar
NorthFace launched a promotional campaign using various forms of digital media. In order to evaluate the success of the campaign, NorthFace should a. measure profitability during and after the campaign. b. compare sales before and after the campaign was launched. c. measure sales and profitability after the campaign was launched. d. measure demand during and after the campaign. e. look at sales for a year after the campaign.
b. compare sales before and after the campaign was launched.
One trend that has caused consumer-generated information to gain importance is a. an increase in mobile digital technology. b. consumers' tendencies to trust other consumers over corporations. c. the cultural trend of consumers being influenced by the "village." d. the increase in adults other than parents influencing children. e. a reduction in advertising expenditures.
b. consumers' tendencies to trust other consumers over corporations.
Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media. a. accessibility b. control c. interactivity d. addressability e. connectivity
b. control
Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's a. target market. b. credibility. c. market share. d. reach. e. image.
b. credibility.
Electronic media that function using digital codes are called a. digital marketing. b. digital media. c. electronic marketing. d. digital electronics. e. e-marketing.
b. digital media.
IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct a video contest, and generally find out the customers' likes and dislikes. IHOP in this example, is engaging in ____ marketing. a. distance b. relationship c. multiple-phase d. experiential e. community
b. relationship
Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses ____ as a research tool to gain this information. a. futurism b. social networking c. give-aways d. promotional events e. sponsorship
b. social networking
Digital media have created opportunities for companies to a. gain more control over what the consumer sees. b. target specific markets. c. offer the exact experience as a brick and mortar store. d. manage information that is disseminated through the web. e. stimulate all five senses during the online shopping experience.
b. target specific markets.
Immediate feedback
best done through personal selling
1) Two-thirds of Internet users read ___, and over half of ___ say they will ___ about products they strongly like or dislike. 2) ___ give consumers power over companies because companies cannot control what bloggers write. 3) ___ represent a marketing opportunity, as they give firms an opportunity to address consumer concerns or to defend their corporate reputations.
blogs
kinesic
body language, communicating through movement of the head, eyes, arms, hands, legs, or torso
Sears sells online through its website, while also selling through physical store locations. This type of retailing is referred to as
bricks-and-clicks
The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate its advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest. Select one: a. blog b. bulletin-board site c. podcast d. media-sharing site e. wiki
bulletin-board site
sales fluctuate rapidly
business cannot operate at peak efficiency when __________.
Cube Company sells small refrigerators. It usually sells these refrigerators to hotels and offices. However, sometimes its customers choose to buy their refrigerators because they do not have a lot of room for a full-size refrigerator in their houses and apartments. Its primary market is a(n) _____________ market, but it also sells to a(n) _____________ market. Select one: a. business; consumer b. business; demographic c. business; industrial d. consumer; business e. industrial; target
business; consumer
Which is the best example of noise that originates with the receiver in the communication process? a) Sarah drives through a tunnel, and her radio signals become very weak. b) Maria has been studying English for two years and does not understand the symbolism being used in a commercial. c) Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness. d) Because of poor printing, Claire cannot read an advertisement in her local newspaper. e) A mother fails to hear a new commercial for diapers because her new baby is crying.
c) Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness.
Frequently, Burger King restaurants offer 32-ounce glasses depicting currently popular movie characters free with the purchase of a large drink. This example illustrates Burger King's use of which one of the following elements of the promotion mix? a) Packaging b) Personal selling c) Sales promotion d) Public relations e) Telemarketing
c) Sales promotion
Procter & Gamble periodically sends out coupons and free samples of products like Downy fabric softener. This illustrates P&G's use of which of the following elements of the promotion mix? a) Advertising b) Personal selling c) Sales promotion d) Public relations e) Telemarketing
c) Sales promotion
Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate? a) Promotion costs cause product costs to be higher. b) Promotion activities make up the bulk of marketing. c) The role of promotion is to stimulate product demand. d) Promotion should be directed toward numerous audiences. e) Most promotional efforts are performed through advertising.
c) The role of promotion is to stimulate product demand.
A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____________ advertising. a) unfair b) illegal c) deceptive d) push e) pull
c) deceptive
If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion a) forces people to spend too much. b) forces prices to go up. c) encourages materialism. d) creates needs. e) can be harmful.
c) encourages materialism.
As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners. A(n) ___________, which is a form of tactile communication, concludes the session. a) smile b) walk to the door c) handshake d) exchange of business cards e) pleasant good-bye
c) handshake
During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ___________ in the communication process. a) encoding b) bad luck c) noise d) deflected transmission e) poor implementation
c) noise
The cost of _____ is usually substantially lower than the cost of _____. a) stimulating primary demand; stimulating selective demand b) identifying prospects; encouraging product trial c) retaining existing customers; acquiring new customers d) comparative advertising; pioneer promotion e) personal selling; public relations
c) retaining existing customers; acquiring new customers
When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build _________ demand. a) primary b) secondary c) selective d) economic e) competitive
c) selective
Pizza Hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should a. Have a contest to gather consumer-generated content. b. Ignore comments from Critics. c. Add tags to webpages or photos. d. Post its own promotional messages on blogs and websites. e. Stick to traditional promotions rather than social networking.
c. Add tags to webpages or photos.
Which of the following characteristics distinguish online media from traditional marketing? a. Experience, networking, and personal contact b. Social networking, personal contacts, control, and salesmanship c. Addressability, interactivity, accessibility, connectivity, and control d. Environment, responsiveness, customization, and affordability e. Dynamic responsiveness, control, friendliness, and attention-getting
c. Addressability, interactivity, accessibility, connectivity, and control
____ are web-based journals in which writers can editorialize and interact with other Internet users. a. Bings b. Googles c. Blogs d. Podcasts e. Wikis
c. Blogs
Due to consumer concerns over privacy, the ____ is considering regulations that would limit the amount of consumer information that marketers can gather online a. Internet Protection Agency b. Consumer Protection Agency c. Federal Trade Commission d. Better Business Bureau e. technology division of the Federal government
c. Federal Trade Commission
Which of the following statements is true about e-marketing and the marketing mix? a. For most companies, digital marketing is not necessary to grab and maintain market share. b. Consumers' increased access to product information causes them to buy more than they otherwise would. c. In some cases, companies will only offer certain products via digital media, including the Internet. d. Digital media cannot help businesses streamline their organizations. e. Basic Internet literacy is declining all over the world.
c. In some cases, companies will only offer certain products via digital media, including the Internet.
____ are online users who do not participate in any digital online media. a. Collectors b. Spectators c. Inactives d. Creators e. Critics
c. Inactives
____ allows customers to express their needs and wants directly to a company in response to its marketing communications. a. Socialability b. Addressability c. Interactivity d. Accessibility e. Control
c. Interactivity
Anyone who becomes a member of Twitter, Facebook, or other social networking sites is a a. Collector. b. Spectator. c. Joiner. d. Creator. e. Critic.
c. Joiner.
____ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers. a. Wikis b. Blogs c. Podcasts d. Virtual realities e. Photo-sharing
c. Podcasts
You have just completed a two-day offsite meeting with your marketing team. During the meeting, you solidified your company's strategy for distributing, promoting, pricing products, and understanding the needs and desires of your customers by utilizing digital media marketing tactics. Which of the following statements best describes what you just accomplished? a. You developed your company's marketing concept. b. You developed your company's go-to-market strategy. c. You developed your company's e-marketing strategy. d. You developed your company's marketing mix strategy. e. You developed your company's product distribution strategy.
c. You developed your company's e-marketing strategy.
A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the product or service. a. a news article comments page b. an email c. a popular blog d. a company Web page e. a Wikipedia page
c. a popular blog
Papa John's received negative publicity concerning the quality of the contents used in making their pizza. The information in the news report was incorrect, and was corrected on the next newscast. However, Papa John's wanted to go further and respond to the issue by creating a web-based journal that gives accurate information about Papa John's and the ingredients they use. This journal is an example of a(an) a. electronic news source. b. digital diary. c. blog. d. podcast. e. Twitter account.
c. blog.
Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzed, and Clue. The company has posted online cash rewards for consumer reviews of their games. In doing so, Milton Bradley/Parker Brothers is striving to utilize a. electronic media. b. a test market. c. consumer-generated marketing. d. new concept viewing. e. Fan Pages.
c. consumer-generated marketing.
Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers usingdigital media and digital marketing. a. digital orientation b. digital media c. electronic marketing d. digital electronics e. electronic processing
c. electronic marketing
Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should a. compare sales before and after the campaign was launched. b. monitor web traffic during the campaign. c. monitor the website to see if web traffic increased after the launch of the campaign. d. compare demand before and after the campaign was launched. e. measure sales and profitability after the campaign was launched.
c. monitor the website to see if web traffic increased after the launch of the campaign.
The Internet can be referred to as a ____ medium because users determine which websites they are going to view. a. selective b. discriminating c. pull d. push e. monopolistic
c. pull
The Internet is often called a _________ medium because users determine which websites they are going to view. a. ubiquitous b. democratic c. pull d. empowering e. selective
c. pull
Two trends that have caused consumer-generated information to gain importance is a. the recession and a reduction of advertising expenditures. b. globalization and the cultural trend of consumers being influenced by the "village." c. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations. d. an increase in mobile digital technology and store brands. e. an increase in children's influence over the purchasing decision and the fact that adults other than parents influence children.
c. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.
international promotion
can be difficult because of lack of promotional channels
When Yoplait Yogurt gives a portion of its profits to breast cancer research, it is using
cause-related marketing
The _______ stage of the personal selling process is when the salesperson asks the prospect to buy the product
closing
When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This principle is called Select one: a. distortion. b. framing. c. closure. d. interpretation. e. figure-ground.
closure
Google is the ultimate website for people who want to collect information. Google started out as a search engine and then expanded into offering many other services. ______ were Google's initial target market.
collectors
______ usually constitute a smaller part of the online population than the other groups.
collectors
proximic
communicating by varying the physical distance between two parties in face-to-face interactions
Promotion
communication that builds and maintains favorable relationships by informing and persuading one of more audiences to view an organization more positively or favorably and to accept its product
promotion
communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products
promotion
communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products - goal is to stimulate product demand and build customer relationships
tactile
communication through touching
Northface launched a promotional campaign using various forms of digital media. In order to evaluate the success of the campaign, Northface should
compare sales before and after the campaign was launched.
straight commission
compensation plan compensated solely by sales in a given period
Straight salary
compensation plan sales people are paid a specified amount regardless of effort
commission
compensation plan salespeople are paid a fixed salary plus commission based on sales volume
Compensating salespeople
compensation should be flexible, equitable and easy to administer
business products
concentrate on personal selling and sales promotion
The Disney website offers users the ability to create a character or a comic. You have the option of allowing other people to view and comment on your new creation. Which characteristic of e-marketing is being utilized here?
connectivity
_______ involves the use of digital networks to provide linkages between information providers and users.
connectivity
a) Connectivity has improved because of digital media like Facebook and other social networking sites. b) Social networks often attract large and diverse audiences, which are appealing to marketers.
connectivity
When shopping for detergent, Dylan looks at Arm & Hammer, Gain, Method, and Cheer and chooses the one that is on sale. These four brands make up his ____ set. Select one: a. problem b. purchase c. alternate d. consideration e. imposed
consideration
art work
consists of an advertisement illustration and layout
Parker Brothers has posted on-line cash rewards for consumer reviews of their games. In doing so, Parker Brothers is striving to utilize
consumer-generated marketing
One trend that has caused consumer-generated information to gain importance is
consumers' tendencies to trust other consumers over corporations.
Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media.
control
Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ______ characteristic of online media.
control
Due to external pressures and concerns for privacy, Yahoo now has an opt-out option for Internet-based advertising. This is an example of
control
Gabrielle is a retailing and consumer sciences major and plans to pursue a career in fashion design. She enjoys setting the trends for her friends and owns approximately 50 pairs of shoes. She loves shopping for shoes on Zappos, a popular online retail store that is a subsidiary of Amazon. Zappos offers millions of styles of shoes, but Gabrielle can simplify her search through the use of filters. She can filter the search by style, color, material, brand name, and heel height in order to reduce the number of shoes that appear in the search results. Zappos is taking advantage of _____, one of the characteristics of online media. Select one: a. interactivity b. addressability c. accessibility d. control e. connectivity
control
Visitors to the Disney website have the ability to regulate the information they view and the activities they participate in. This is an example of
control
______ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.
control
a) The Internet is a "pull" medium because users can regulate the information to which they are exposed—putting the power in the hands of consumers, not marketers. b) Negative reviews can damage a company, but positive reviews represent free publicity.
control
coding process (encoding)
converting meaning into a series of signs or symbols
decoding process
converting signs and symbols into concepts and ideas
Facilitating Re-seller Support
cooperative advertising efforts between manufacturers and retailers
integrated marketing communications
coordinating multiple marketing tools to produce this synergistic effect requires a marketer to employ a broad perspective. - is increasingly accepted - consistent message to customers - coordinate/manage promotional efforts
integrated marketing communications
coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers
consumer sales promotion methods
coupons free samples premiums consumer contest
Pizza hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should
create a Fan Page and invite consumers to post their thoughts
Pizza hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should
create a Fan Page and invite consumers to post their thoughts.
Often when a company introduces a new product or line extension, its promotion will focus on ______ in order to initiate the product-adoption process
creating awareness
Customer density and distribution are important factors in
creating sales territories
Consumers who act as ______ are becoming increasingly important to online marketers as a conduit for addressing consumers directly.
creators
Google can give instructions on how to construct almost anything, from a house to a science experiment. As for online applications, you can learn anything from developing your own website to starring in a video. Google's "how to" features would most likely appeal to
creators
Red Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are
creators
______ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis.
creators
Toyota encourages customers to post reviews on their company website in the hopes of increasing the company's
credibility
Through Google, people can comment on someone else's blog, post product reviews, or contribute to a wiki. ______ would most likely participate in this kind of activity.
critics
create awareness
crucial to initiating the product adoption process for new products
One of the most important benefits of e-marketing is the ability of marketers and Select one: a. government regulators to share information. b. customers to share information. c. vendors to share resources. d. customers to obtain digital information. e. competitors to share information.
customers to share information
Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a) Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps. b) Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. c) The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. d) After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks. e) Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings.
d) After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.
Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback? a) Publicity b) Sales management c) Sales promotion d) Personal selling e) Public relations
d) Personal selling
During the introduction stage of the product life cycle, which type of promotion would a firm focus on? a) Reminder b) Competitive c) Comparative d) Pioneer e) Repetitive
d) Pioneer
Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered a) noise. b) communication links. c) communication resources. d) communication channels. e) decoding sources.
d) communication channels.
In order for customers to receive greater customization and service, they must be willing to a) pay high prices for standard goods. b) give up all their rights to privacy. c) use the Internet for communication with companies. d) give information about themselves and their tastes. e) spend significant amounts of time to purchase products.
d) give information about themselves and their tastes.
Promotion helps consumers because it a) costs billions of dollars each year, which stimulates the U.S. economy. b) always stresses wholesome values, which benefits society. c) persuades consumers to make the right choices. d) informs consumers and places them in a position to specify the products that they seek. e) tends to be informative and not persuasive.
d) informs consumers and places them in a position to specify the products that they seek.
To gain maximum benefit from promotional efforts, marketers must strive to a) become directly involved rather than indirectly involved. b) obtain information about the marketing environment through their MIS. c) realize the needs of their target market and try to meet them. d) properly plan, implement, coordinate, and control communications. e) use promotion during the growth stage of the product's life cycle.
d) properly plan, implement, coordinate, and control communications.
The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of a) sales promotion. b) advertising. c) personal selling. d) publicity. e) kinesic communication.
d) publicity.
____ connects customers with marketers as well as other customers. a. Accessibility b. Addressability c. Interactivity d. Connectivity e. Control
d. Connectivity
____ involves the use of digital networks to provide linkages between information providers and users. a. Accessibility b. Addressability c. Interactivity d. Connectivity e. Control
d. Connectivity
____ are more consumer-driven than traditional media. a. Television commercials b. Radio spots c. Print ads d. Digital media e. Billboard advertisements
d. Digital media
Sonic communicates with its customers through ____, which is the most popular social networking site in the world. a. Flickr b. Twitter c. LinkedIn d. Facebook e. Google+
d. Facebook
Crate and Barrel uses ____ to market themselves visually by displaying snapshots of company events, staff, and products. a. wikis b. blogs c. Skyrocket d. Flickr e. Twitter
d. Flickr
Internet sites that allow users to share photos, videos and podcasts are called which of the following? a. Video-sharing sites b. Photo-sharing sites c. Virtual sites d. Media-sharing sites e. Wikis
d. Media-sharing sites
____ includes any attempt to intentionally conduct dishonest activities online. a. Racketeering b. Online spam c. Digital identity theft d. Online fraud e. Online bribery
d. Online fraud
____ are free online publicity that helps the company. a. Negative customer reviews b. Company websites c. Anti-company wikis d. Positive customer reviews e. Social technographics
d. Positive customer reviews
Ralph Lauren has retail stores in China where Spectators make up the majority of the online population. The Spectators are interested in reading about the latest fashions from the western culture but don't typically create and add their own content. Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should Ralph Lauren do? a. Have a contest to gather consumer-generated content. b. Ignore comments from Critics. c. Add tags to webpages or photos. d. Post its own promotional messages on blogs and websites. e. Stick to traditional promotions rather than social networking.
d. Post its own promotional messages on blogs and websites.
Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first ten people to answer a riddle by calling a local phone number will receive free tickets to the show and back-stage passes. Which social networking site would be the best for Lady Gaga to broadcast information about this contest? a. Flickr b. Facebook c. Google+ d. Twitter e. Skyrocket
d. Twitter
Red Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are a. collectors. b. spectators. c. joiners. d. creators. e. critics.
d. creators.
The ability to process orders electronically and increase the speed of communications via the Internet reduces a. customer satisfaction due to lack of human involvement. b. customer satisfaction due to hard-to-navigate websites. c. cognitive dissonance. d. distribution costs. e. customer involvement.
d. distribution costs.
As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed a. in danger. b. under the authority of the government. c. in the hands of the company's competitors. d. in the hands of the consumer. e. in the hands of the stockholders.
d. in the hands of the consumer.
Digital media such as blogs allow marketers to interact with prospective customers in a. person. b. an assertive manner. c. a non-threatening environment. d. real time. e. friendly environment.
d. real time.
Sam's Club has developed a website that allows employees to create a profile and connect with co-workers for the purpose of getting acquainted and building a work related network. This is an example of a a. virtual reality. b. podcast. c. recruiting tool. d. social network. e. employment opportunity.
d. social network
One trend that has caused consumer-generated information to gain importance is a. the recession. b. the globalization of companies. c. the increase in store brands. d. the increase of consumers using digital media to publicize their own product reviews. e. the increase in consumer buying power.
d. the increase of consumers using digital media to publicize their own product reviews.
Some companies use ____ as internal tools for teams working on a project requiring lots of documentation. a. Facebook pages b. Fan Pages c. Bings d. wikis e. Notebook pages
d. wikis
MySpace has experienced difficulties competing with Facebook, in part because of its reputation as more of a ______ site than one for keeping in touch with friends.
dating
The feasibility and degree of globalization is determined by the Select one: a. degree of similarity among the various environmental and market conditions. b. degree of commitment by local managers. c. culture of the nation. d. degree of adoption of Western culture. e. laws of the nation.
degree of similarity among the various environmental and market conditions.
Selective Demand
demand for a particular brand - like it for its strength and benefits
primary demand
demand for a product
selective demand
demand for a specific brand
personal selling
dependent on recruiting and hiring qualified salespeople
Interactive links on websites can help advertising move away from being an intrusion to
developing relationships
Electronic media that function using digital codes are called
digital media
It is important that marketers incorporate multiple ___ into their marketing strategies
digital media
Types of ___ in which Internet users are likely to participate include blogs, wikis, video sharing sites, podcasts, social networking sites, virtual reality sites, mobile applications, and more.
digital media
____ are more consumer-driven than traditional media.
digital media
______ are more consumer-driven than traditional media.
digital media
high absolute dollar outlay, slow feedback, difficult to measure effect, less persuasive, limited time exposure
disadvantages of advertising
expensive, labor intensive, time consuming
disadvantages of personal selling
The ability to process orders electronically and increase the speed of communications via the Internet reduces
distribution costs
After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is Select one: a. dissatisfaction with the purchase. b. the establishment of criteria for comparing products. c. doubts that occur because the buyer questions whether the decision to purchase the product was right d. a function of the manner in which the manufacturer of the product describes its attributes. e. the congruence between external and internal searches for product information.
doubts that occur because the buyer questions whether the decision to purchase the product was right
The process of putting one's thoughts (meaning) into signs (symbols) is called a) decoding. b) noise. c) interference. d) transmission. e) the coding process.
e
_____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders. a) Stakeholder management b) Personal selling c) Integrated marketing communications d) Sales promotion e) Public relations
e) Public relations
When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using a) promotion. b) integrated marketing communications. c) charity marketing. d) charitable promotion. e) cause-related marketing.
e) cause-related marketing.
Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ___________ consideration in effective communication. a) transmission load b) feedback c) encoding d) noise e) channel capacity
e) channel capacity
The vehicle through which the coded message is transmitted from the source to the receiver is called a(n) a) coder. b) decoder. c) encoder. d) relay channel. e) communication channel.
e) communication channel.
The two main reasons for criticism of promotional activities are that promotion a) has some flaws, and it is deceptive. b) is deceptive, and it causes prices to rise. c) pervades our daily lives, and it creates needs in us. d) creates needs in us, and it encourages materialism. e) has some flaws, and it pervades our daily lives.
e) has some flaws, and it pervades our daily lives.
A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of a) encouraging product trial. b) retaining loyal customers. c) stimulating demand. d) creating awareness. e) identifying prospects.
e) identifying prospects.
49. Anything that reduces the accuracy and clarity of communication is called a) distraction. b) feedback. c) interference. d) discordance. e) noise.
e) noise.
Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on a) advertising. b) word-of-mouth communication. c) public relations. d) sales promotion. e) personal selling.
e) personal selling.
When a salesperson varies the physical distance between himself and a customer he is using a) kinesic communication. b) personal selling. c) tactile communication. d) comfort relations. e) proxemic communication.
e) proxemic communication.
A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to a) stimulate primary demand. b) offset competitors' promotional efforts. c) facilitate reseller support. d) retain loyal customers. e) reduce sales fluctuations.
e) reduce sales fluctuations.
Factors such as climate, seasons, and holidays tend to lead to the promotional objective of a) combating competitive promotional offers. b) facilitating reseller support. c) encouraging product trial. d) retaining loyal customers. e) reducing sales fluctuations.
e) reducing sales fluctuations.
When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build a) primary demand. b) pioneer promotion. c) prospects. d) brand awareness. e) selective demand.
e) selective demand.
The process of putting one's thoughts (meaning) into signs (symbols) is called a) decoding. b) noise. c) interference. d) transmission. e) the coding process.
e) the coding process.
The most important benefit of ___ is the ability of marketers and consumers to share information. The Internet has changed how marketers communicate with consumers, suppliers, and employees.
e-marketing
____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. a. Accessibility b. Addressability c. Interactivity d. Connectivity e. Control
e. Control
Zipcar is a group of individuals who share a car's services in order to save money and keep the environment green. Zipcar encourages its users to go to a blog and make comments or post ratings and reviews. These people would be called ____ with reference to the blog. a. Collectors b. Spectators c. Joiners d. Creators e. Critics
e. Critics
Which of the following regulatory bodies is responsible for enacting legislation that regulates the information companies can gather online from consumers and about consumers? a. U.S. Department of Justice b. Department of Homeland Security c. FDA d. U.S. Department of Commerce e. Federal Trade Commission
e. Federal Trade Commission
____ is a popular photosharing site on the Internet. a. Google+ b. Facebook c. MySpace d. Twitter e. Flickr
e. Flickr
KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should a. Have a contest to gather consumer-generated content. b. Ignore comments from Critics. c. Add tags to webpages or photos. d. Post its own promotional messages on blogs and websites. e. Focus more on traditional promotions rather than social networking.
e. Focus more on traditional promotions rather than social networking.
. ______________ can be ideas and creative materials, songs, movies, books, electronics that are developed to educate or entertain. a. Blogs b. Virtual sites c. Wikis d. Copyrights e. Intellectual property
e. Intellectual property
Of the online user segments in The Social Technographics Profile, the largest group in most countries is a. Creators b. Critics c. Collectors d. Joiners e. Spectators
e. Spectators
Smart phones contain ____ that help consumers access more information about businesses. a. treatments b. digits c. modulars d. actions e. applications
e. applications
Walgreen's has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. a. accessible b. controlled c. linked d. addressable e. interactive
e. interactive
As digital communication technologies have advanced, it is possible for marketers to a. have more control over their product's positioning. b. have more control over the processing of information. c. have more control over people's perceptions of their business. d. be more selective on news releases regarding their company. e. reach markets that were previously inaccessible.
e. reach markets that were previously inaccessible.
Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends. a. their eating habits b. their spending money c. their disposable income d. their shopping partners e. their information searches
e. their information searches
The attrition rate for digital media channels is a. nonexistent. b. diminutive. c. low. d. about the same as traditional businesses. e. very high.
e. very high.
A ____ is a type of software that creates an interface that enables users to add or edit the content of some types of websites. a. bing b. digital diary c. blog d. podcasting e. wiki
e. wiki
Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital marketing.
electronic marketing
digital media
electronic media that function using codes, media available via computers, phones, and other digital devices.
The Internet has changed the way the managers at Chick-fil-A communicate and develop relationships with their customers and their
employees
The last stage in the development of any advertising campaign is
evaluating the effectiveness of advertising
___: 1) Became the largest social networking site in the world in 2008, with a third of all Internet users having visited the site. 2) Appeals to a broad demographic, making it a great resource for marketers. 3) The fastest growing demographic on ___ is women over 55. 4) Users can become a "fan" of products and companies they like. 5) Encourages consumer interaction with companies. 6) Good resource for small companies because it is an economical way to advertise.
The forces that other people exert on one's buying behavior are called social influences. These come from reference groups and opinion leaders, digital influences, social classes, culture and subcultures, roles, and Select one: a. perception. b. ethnic heritage. c. personality. d. attitudes. e. family.
family
The average Facebook user becomes a fan of several ______ each month
fan pages
In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ____ for this communication.
feedback
advertising
flexible and can reach large or small audiences
A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as
flighting
KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should
focus more on traditional promotions rather than social networking
The final stage of the selling process is
follow-up
An opinion leader is likely to be most effective under all of the following conditions except when the Select one: a. follower has values and attitudes similar to the opinion leader. b. product details are numerous and complicated. c. follower has high product involvement. d. follower has attitudes and values that are different from those of the opinion leader. e. follower has low product knowledge.
follower has attitudes and values that are different from those of the opinion leader.
Aaron of WP International, a major marketer of word-processing software, calls the administrative assistant of Kimberly, director of purchasing for MMK, Inc. He sets up an appointment to discuss an upcoming purchase of software. The administrative assistant plays the role of ____ in this purchase decision. Select one: a. order giver b. buying center captain c. decider d. gatekeeper e. buyer
gatekeeper
Rockabye Baby is a boutique that sells luxury baby items. It is located in Los Angeles. The owner has been highly successful over the years and has decided to open another store in San Diego. However, sales at this store have been low. The owner asked a marketing consultant for advice about what went wrong. The consultant says the location is not ideal for the market. The owner located his store in a high-income area, but most of the people in the area are singles or retired couples. Instead, the owner should have used ____________ to identify an area of the city with higher-income neighborhoods characterized by couples who want only the best for their newborn babies. Select one: a. behavioristic segmentation b. benefit segmentation c. family life cycle d. geodemographic segmentation e. demographic segmentation
geodemographic segmentation
free samples
given out to stimulate trial of the product increases sales and improve distribution
The University of North Carolina and the University of Illinois at Urbana-Champaign both offer online MBA programs that are available to students around the world. This is an example of Select one: a. customization. b. nationalization. c. globalization. d. regionalization. e. licensing.
globalization
The two main reasons for criticism of promotional activities are that promotion
has some flaws, and it pervades our daily lives.
Marketers aiming at business customers, rather than at ultimate consumers, Select one: a. do not need to select target markets. b. have an enormous amount of information available concerning potential customers. c. have more difficulty in determining where their customers are located. d. are restricted in the types of promotion they can use. e. have more difficulty in estimating customers' purchase potentials.
have an enormous amount of information available concerning potential customers
national advertising/sales promotion
have higher expenses but low cost per individual
In your market research into the buying behavior of a target market, you have confirmed that members of the group do in fact exhibit varying levels of involvement when buying certain products. For example, you confirmed the group has a __________ level of involvement when they are purchasing cars and clothing. When they are shopping for groceries, they exhibit a __________ level of involvement. Select one: a. low; enduring b. low; high c. high; enduring d. enduring; high e. high; low
high;low
The first stage in the development of any advertising campaign is
identifying the advertising target audience
Artwork, a major part of most advertisements, consists of the
illustrations and the layout
strong relationships with resellers
important to an organization's ability to maintain a sustainable competitive advantage
As a result of the escalating use of digital media, some of the marketer's control over dispensing product information has been placed Select one: a. in the hands of the consumer. b. in the hands of the stockholders. c. in the hands of the company's competitors. d. under the authority of the government. e. in danger.
in the hands of the consumer
As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed
in the hands of the consumer
______ are online users who do not participate in any digital online media.
inactives
intensive distribution
includes advertising and sales promotion
exclusive distribution
includes personal selling
receiver
individual or group that receives a message or meaning
consumer contest
individuals complete for prizes based on analytical or creative skills
Fan Pages are a(n) _______ way for companies to advertise their goods and services while also garnering information about consumers.
inexpensive
Effective management of integrated marketing communications is based upon
information about customers
Pioneer Promotion
informs potential customers about the product and what it is
One of the guaranteed constants in the global business environment is Select one: a. tariffs. b. taxes. c. war. d. instability. e. nationalism.
instability
When charitable organizations such as the American Cancer Society, Second Harvest Food Bank, and the Red Cross make purchases for goods and services to use in their daily operations, they would be considered to be _______ buyers. Select one: a. corporate b. reseller c. producer d. institutional e. government
institutional
If FedEx decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx would likely be striving to practice
integrated marketing communication
the coordination of promotion and other marketing efforts for maximum information and persuasive impact defines
integrated marketing communication
Blockbuster has set up a website that enables customers to converse with the company. This is an example of a(n) ______ website.
interactive
Walgreen's has set up a website that enables customers to converse with the company. This is an example of a(n) ____ website.
interactive
Walgreens has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. Select one: a. addressable b. interactive c. linked d. controlled e. accessible
interactive
The Disney website is missing _______, because the website does not offer the opportunity for customers to directly communicate with Disney employees. Customers cannot express their needs and wants directly to the company.
interactivity
_______ allows customers to express their needs and wants directly to a company in response to its marketing communications
interactivity
a) Interactivity focuses on digital media that make interpersonal connections possible. b) It can help facilitate and enable ongoing conversations with customers, often in real-time, through the use of blogs and social networking sites.
interactivity
Assignment of meaning to organized information inputs is called Select one: a. redefinition. b. interpretation. c. selection. d. learning. e. motivation.
interpretation
3. Public Relations
is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.
1. Advertising
is a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media such as television, radio, the Internet, newspapers, magazines, direct mail, outdoor displays, and signs on mass transit vehicles. -Individuals and organizations use advertising to promote goods, services, ideas, issues, and people.
2. Personal Selling
is a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation.
4. Sales Promotion
is an activity or material that acts as a direct inducement offering added value or incentive for the product to resellers, salespeople, or customers; examples include free samples, games, rebates, sweepstakes, contests, premiums, and coupons. -
Promotion
is communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its products
Primary demand
is demand for a product category - Orange juice, not Minute Maid
Primary Demand
is demand for a product category rather than for a specific brand of product. -is stimulated through pioneer promotion, which informs potential customers about the product: what it is, what it does, how it can be used, and where it can be purchased.
Selective Demand
is demand for a specific brand.
Sales promotion (sentence)
is more heavily used than ever; at the expense of advertising
A major disadvantage of personal selling is that it
is very expensive per contact
premiums
items offered as a bonus for purchasing a product
Anyone who becomes a member of MySpace, Twitter, Facebook, or other social networking sites is a
joiner
Google offers people the opportunity to join a variety of groups, ranging from different religions to nationalities to hobbies. There are nearly half a million groups from which to choose and connect with other members. Which online user would be most likely be interested in these groups?
joiners
The first modern social network was shut down due to
lack of interest
Eighteen-year-old students do not form a market for alcoholic beverages because they Select one: a. lack the money to purchase this type of product. b. do not have sufficient experience with this type of product. c. lack the authority to purchase this type of product. d. do not want to purchase this type of product. e. lack sufficient buying power to form a market.
lack the authority to purchase this type of product.
Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the
layout
Channel Capacity
limit on the volume of infomation a communication channel can handle which is determined by the least efficient component of the communication process
When a new variety of Envirokids whole-grain breakfast cereals is first introduced, consumers will most likely engage in ____ when deciding whether or not to purchase this new product. Select one: a. automatic processing behavior b. situational decision making c. routinized response behavior d. extended decision making e. limited decision making
limited decision making
1) A social networking site for professionals. 2) Is the fifth-largest social networking site. 3) A profile resembles a résumé. 4) Facilitates job searches and recruiting. 5) Companies use the site to familiarize users with their business.
Cause related Marketing
links the purchase of an organization's products to support of philanthropic organizations favored by the target market
Online surveys can serve as an alternative to
mail surveys, telephone surveys, or personal interviews
Routing and Scheduling salespeople
major goal is to minimize non-selling times and travel expenses
customer relationships
major goal of marketing is to maintain long term ____ _____.
Understanding where online users are likely to express their thoughts and opinions can help ____ use these forums to interact with consumers, address problems, and promote their firms.
marketers
promotional activities
may aim to offset or lessen the effect of a competitor's promotional and marketing programs
Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should
monitor the website to see if web traffic increased after the launch of the campaign
Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer to articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears
more authentic than company-generated content
WOM communcation
most effective for new-to-market and expensive products
promotion
most organizations expend a large amount of resources on ____.
Sydney won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at
motivating salespeople
1) Predates Facebook. 2) Was once the largest social networking site until Facebook surpassed it. 3) Has a reputation for being more of a dating network than Facebook. 4) Is available in many different languages.
myspace
Capitol Supply's sales and sales force have continued to expand. Now, the firm plans to add a fleet of company cars as part of its sales compensation package. For Capitol Supply, these vehicles would represent a ____ purchase. Select one: a. reevaluated b. straight rebuy c. new-task d. modified rebuy e. reciprocal rebuy
new-task
promotion and communication process
nn
Anything that reduces the accuracy and clarity of communication is called
noise
During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of _____ in the communication process.
noise
anything that reduces a communication's accuracy and clarity is
noise
publicity
non-personal communication in a news-story form about an organization, its products or both
Inactives
none of the activities
size
often drives which promotional elements are chosen
combative promotional objective
often used by firms in highly competitive consumer markets
public relations
ongoing program during crises and good times
____ includes any attempt to intentionally conduct dishonest activities online. Select one: a. Digital identity theft b. Racketeering c. Online bribery d. Online spam e. Online fraud
online fraud
______ includes any attempt to intentionally conduct dishonest activities online
online fraud
______ of online shoppers read ratings and reviews before making a purchasing decision.
over 3/4
The target audience for an advertising campaign is the
people toward whom the advertisements are directed
Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the _____ approach to determine its advertising expenditures.
percent-of-sales
A car dealership is altering how it determines its advertising appropriation. It is moving from an approach where it sets its budget based on projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. It is switching from the _____ approach to the _____ approach.
percentage of sales , objective and task
A car dealership is switching how it determines its advertising appropriation. They are moving from an approach where they set their budget based on their projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. They are switching from the _____ approach to the _____ approach.
percentage-of-sales; objective-and-task
Kinesic communication is an element in which type of promotional method?
personal selling
Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is
personal selling
geographic distribution
personal selling is feasible when customers are concentrated in a small area; dispersed customers often best reached with advertising
promotion mix
personal selling, public relations, sales promotion, advertising
word-of-mouth communication
personal, informal exchanges of communication that customers share with one another about products, brands, and companies
1) Flickr is the most popular ___ website, but there are many. 2) ___ provides an opportunity for companies by enabling them to display snapshots of company events, staff, and products. 3) ___ sites allow users to upload, edit, and share photos. 4) Helps to add a "personal touch" to businesses
photo sharing
Aaron Mahnke is the host of Lore, which posts true life scary stories biweekly. Users love Lore because they enjoy listening to scary stories. Marketers like Lore because they can sponsor content and become affiliated with this popular show. Users can access Lore by going onto the site and accessing the audio content, or they can subscribe through Stitcher and receive new content automatically. Lore is most likely a Select one: a. virtual game. b. podcast. c. video sharing site. d. widget. e. social network.
podcast
Due to increasing consumer demand, many television networks are creating ____ of their shows. Select one: a. imitations b. virtual realities c. digital characters d. wikis e. podcasts
podcasts
Due to increasing consumer demand, many television networks are creating ______ of their shows.
podcasts
_______ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers.
podcasts
1) ___ are audio or video files that can be downloaded from the Internet via a subscription that delivers content to listening devices or personal computers. 2) ___ are convenient because the user can listen to the ___ on his/her Mp3 player at his/her convenience. 3) ___ are a good tool for reaching the 18-29 year old demographic. 4) Television networks, as well as companies, are all creating ___ in order to benefit from this trend.
podcasts/podcasting
Albatross Publishing sought to reduce expenditures related to the printing of books in its trade and educational market and contracted with a printing company in China. However, the publishing company soon realized that China has weak enforcement of intellectual property laws and that gray market books began appearing in the marketplace, which greatly affected Albatross's profits. The company found that it had little recourse against the contract manufacturer and learned a very difficult lesson in international marketing. This exemplifies the impact of _______ forces on international business. Select one: a. sociocultural b. technological c. competitive d. ethical and social responsibility e. political, legal, and regulatory
political, legal, and regulatory
__________ are free online publicity that helps the company
positive customer reviews
Ralph Lauren has retail stores in China where Spectators make up the majority of the online population. The Spectators are interested in reading about the latest fashions from the western culture but don't typically create and add their own content. Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should Ralph Lauren do?
post its own promotional messages on blogs and websites
Walmart has stores in China where Spectators make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Walmart should
post its own promotional messages on blogs and websites.
Inelastic demand in business markets refers to a situation where Select one: a. demand for a given product fluctuates significantly over time. b. supply for a given product cannot keep pace with the demand for it. c. price increases or decreases will not significantly change demand for a given product d. demand for one product depends heavily on the demand for another product. e. demand for a given product fluctuates very little over time.
price increases or decreases will not significantly change demand for a given product
____ relates to perceptions of value and is the most flexible element of the marketing mix.
pricing
.. refers to demand for a product category rather than for a specific brand of product
primary demand
The five major stages of the consumer buying decision process, in order, are Select one: a. problem recognition, purchase, evaluation of alternatives, postpurchase evaluation, and rebuy. b. problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation. c. information search, establishment of product criteria, evaluation of alternatives, purchase, and postpurchase evaluation. d. information search, evaluation of alternatives, purchase, trial adoption period, and postpurchase evaluation. e. problem recognition, information search, evaluation of alternatives, postpurchase evaluation, and purchase.
problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.
Individuals and business organizations that purchase products for the purpose of making a profit either by using the products to produce other products or by using them in their operations are classified as ____ markets. Select one: a. institutional b. reseller c. producer d. consumer e. government
producer
If the push policy is used in promoting a product, the firm
promotes only to the next marketing institution down the marketing channel
pull policy
promoting a product directly to consumers in order to develop strong consumer demand
push policy
promoting a product to the next institution down the marketing channel
Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of
promotion
communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of
promotion
Advertising, personal selling, sales promotion, and public relations are called
promotion mix ingredients
selective distribution
promotion mixes may vary
demand, relationships
promotion's goal to stimulate product ___ and build customer ____.
slumps
promotional activities are often designed to stimulate sales during ____.
Encouraging product trail
promotional efforts designed to reduce the risk to consumers for using a product for the first time
To gain benefits from promotions. marketers strive to....
properly plan, implement, coordinate, and control communications
Janetta tells her sales manager that she will be devoting more effort to ____ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan.
prospecting
Kohl's, a department store featuring clothing and housewares, communication in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called
publicity
The Sharper Image likes to use non personal communication in news story form such as press releases for its new and improved products. This is an example of
publicity
The Internet can be referred to as a ______ medium because users determine which websites they are going to view.
pull
Thanks to the role of the internet in the business buying decision process, interactions with a sales representative now Select one: a. occur much later in the process than in the past. b. rarely occur in the process. c. cost less than in the past. d. occur much earlier in the process than in the past. e. cost more than in the past.
rarely occur in the process
As digital communication technologies have advanced, it possible for marketers to
reach markets that were previously inaccessible
Digital media such as blogs allow marketers to interact with prospective customers in
real time
Decoding process
receiver attempts to to convert signs or symbols into meanings
feedback
receiver's response to a decoded message
Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___.
receiver, decodes
feedback
receivers response to a message
IHOP is active on Facebook for the purpose of engaging in ______ marketing
relationship
Reminder advertising
reminds customers that an established brand is still around and still offers certain characteristics and benefits
Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of which one of the following elements of the promotion mix?
sales promotion
Hunt's decided to put a much larger share of its promotion budget into _______ because of the heavy reliance it will be placing on coupons in the second quarter.
sales promotion
When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing
sales promotion
The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of
salespeople
Xavier loves Chipotle Mexican Grill. He loves the food and views it as being socially responsible. The other day he read in the paper that several people got sick from E. coli from Chipotle Mexican Grill restaurants. The article also detailed safety measures Chipotle was instituting to prevent this from happening again. Xavier would expect nothing less from Chipotle. He feels confident that Chipotle will institute highly effective safety measures. This is most likely an example of Select one: a. selective perception. b. information analysis. c. selective retention. d. selective distortion. e. perceptual selection.
selective retention
People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ____ needs. Select one: a. self-actualization b. ego c. social d. esteem e. safety
self-actualization
Marketing strategists say businesses ________ consumers via social media
should connect to
Decoding
signs or symbols are converted by the receiver into concepts and ideas.
Market segment profiles are used to describe _____________ members of a market segment, and to explain ______________members in separate market segments. Select one: a. differences between; similarities among b. preferences among; preferences among c. differences between; differences between d. similarities among; similarities among e. similarities among; differences between
similarities among; differences between
Courtney is a market research analyst for a global consulting firm. She will be traveling to Frankfort next month to present her research to a meeting of company executives from around the world. This presentation could be instrumental in the company's decision of whether she should be promoted at the end of this year. Courtney has been thinking about the trip, which will be the first time she has been out of the country. She has decided to retire her old college luggage for a more professional-looking version and has begun to evaluate various brands. Courtney is most likely facing _____ for this particular purchase. Select one: a. selective retention b. perceptual involvement c. situational involvement d. enduring involvement e. internal retention
situational involvement
Target Market Characteristics to determine for promotional mix ingredients
size, geographic distribution, and demographic characteristics
target market
size, geographic distribution, demographic characteristics
As online ____ expands in popularity, marketers are using the venue to contact new target markets—especially the difficult-to-reach teen and young adult market.
social networking
Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses _______ as a research tool to gain this information.
social networking
According to Nielsen Marketing Research, consumers spend more time on ________ than e-mail
social networking sites
Online ___ are popular around the globe.
social networks
___ are valuable to marketers as a means of building relationships with customers, providing product information, and learning about consumer needs.
social networks
is promotion deceptive?
some are, but not all promotion should be condemned - laws, government regulation, and industry self-regulation have helped decrease deceptive promotion
A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a
source
In the Gillette advertisement that claims, "Gillette, the best a man can get,' Gillette is the communication
source
Julie likes to read the blog connected to the fashion editors at Vogue magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog.
spectator
Of the online user segments in The Social Technographics Profile, the largest group is most countries is
spectators
Market researchers for a local bakery determined that Jewish people consume 63% of the portion of bagels sold in New York City. This is an example of ____ influence on consumer buying decision processes. Select one: a. subcultural b. demographic c. role d. situational e. social class
subcultural
On a break between classes, Kelley checks her smartphone and enters her contact information on the Publishers Clearing House site. She doubts that she will win $10 million, but she never passes up a chance to participate in a
sweepstakes
Digital media have created opportunities for companies to
target specific markets
Connectivity
the ability for consumers to be connected with marketers along with other consumers
Accessibility
the ability for marketers to obtain digital information
Interactivity
the ability of customers to express their needs and wants directly to the firm in response to its marketing communications
Addressibility
the ability of the marketer to identify customers before they make a purchase
The most important feature of apps is Select one: a. the convenience and cost savings they offer to the marketer. b. market share growth. c. the convenience and cost savings they offer to the consumer. d. sales growth. e. scalability.
the convenience and cost savings they offer to the consumer.
Control
the customer's ability to regulate the information they view as well as the rate and exposure to that information
Pull Policy
the firm promotes directly to consumers with the intention of developing a strong consumer demand for the products.
personal selling, advertising, public relations, sales promotions
the four elements of the promotion mix
Target Audience
the group of people at whom advertisements are aimed
One trend that has caused consumer-generated information to gain importance is
the increase of consumers using digital media to publicize their own product reviews.
receiver
the individual group, or organization that decodes a coded message
receiver
the individual, group or organization that decodes a coded message
communications channel
the medium of transmission that carries the coded message from the source to the receiver/audience
Push Policy
the producer promotes the product to the next institution down the marketing channel.
electronic marketing (e-marketing)
the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing
Consumers are changing ______ and consumption behaviors as a result of emerging technologies
their information searches
kinesic, proximic, tactile
three types of interpersonal communication
1) Is a hybrid social networking and micro-blogging site. 2) Companies use ___ to announce sales, promotions, and updates on products and services. 3) Can help (re)build customer relationships. 4) Can give companies a competitive advantage.
Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress?
Which social networking site asks its members "What are you doing?"
wiki
type of software that creates an interface that enables users to add or edit the content of some types of websites
Marketers call the internet a pull medium because Select one: a. social networks have great control over the content to which users are exposed. b. they determine which websites consumers are going to view. c. users determine which websites they are going to view. d. they have great control over the content to which users are exposed. e. users get pulled along by social media influencers
users determine which websites they are going to view.
digital marketing
uses all digital media, including internet, mobile, and interactive channels, to develop communication and exchanges with customers
team selling
using the team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process
Cynthia is considering the purchase of a new printer for her real estate office. She is considering a printer that doesn't have as many functions but is available at a considerably lower price than her current printer. She is engaged in ____ analysis. Select one: a. value b. profit c. downsizing d. vendor e. strategic
value
The attrition rate for digital media channels is
very high
When consumers research products online and then go to an actual store to make their purchase, the practice is known as
web rooming
blogs
web-based journals in which writers editorialize and interact with other internet users
social network
web-based meeting places for friends, family, coworkers, and peers that allow users to create a profile and connect with other users from purposed that range from getting acquainted, keeping in touch, and building a work-related network
Coding process
when a source converts meaning into a series of signs or symbols representing ideas or concept
public relations
when consumer products concentrate on both convenience goods AND durables/expensive products
advertising
when consumer products concentrate on convenience goods
personal selling
when consumer products concentrate on durables and expensive products
Fan pages use _____ to help companies keep track of information on who is becoming a fan of their page.
widgets
A ______ is a type of software that creates an interface that enables users to add or edit the content of some types of websites
wiki
Some companies use ______ as internal tools for teams working on a project requiring lots of documentation.
wikis
The fastest-growing group on Facebook is
women aged 55 and over
Encoding
writing the meaning for your target market
Coupons
written price reductions used to encourage consumers to try specific products- #1 cereal
The Internet has radically changed the way traditional marketing used the marketing mix to attract and retain customers. Now e-marketing strategies require the marketer to reexamine the characteristics of the four components of the marketing mix. With respect to e-marketing, which of the following statements about the four components of the marketing mix is true?
Most traditional promotions can be enhanced by using digital media.
