Chapter 17 LearnSmart Marketing 021 Ybarra
If Lucy Hale (star of Pretty Little Liars) appears on Good Morning America and talks about her upcoming album and how great it is going to be, the viewing audience is all the more likely to demand access to it. This illustrates the "desire" element of
"I want it"
Within the communication process when you are reading or seeing a billboard with an advertisement, you are known as the _______ (select all that apply) - consumer - encoder - firm - receiver
- consumer - receiver
Corporate blogging is a new form of marketing communication. A well-received blog can ______ (select all that apply) - create positive word of mouth - connect customers by forming a community - create non-informative relationships with the customers
- create positive word of mouth - connect customers by forming a community
It is not enough for a marketer to create an ad and hope that people pay attention to it. Indicate the ways a brand is likely to get consumers to show interest in an ad (select all that apply) - copying the competitor's format - making the ad unique - making the ad memorable - spending a lot of money on the ad
- making the ad unique - making the ad memorable
Which of the following pieces of information should be communicated to customers through a company's website? (select all that apply) - where customers can purchase products - contact information for suppliers of parts - features of product and services - negative reviews on products or services
- where customers can purchase products - features of product and services
The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ______ model 1) AIDA 2) aided recall 3) top-of-the mind awareness 4) brand awareness
1) AIDA
Personal selling is an important component of many IMC programs, especially in _______ settings 1) B2B 2) introductory 3) promotional 4) B2C
1) B2B
The message being set out by marketers should be customer focused, the communication channel should be correct for the targeted audience, and results need to be fully evaluated. This is known as which strategy? 1) IMC 2) VMI 3) SEC 4) SBU
1) IMC
When a firm influences the actions of a consumer, the firm has probably done so through marketing ________ 1) communications 2) manipulations 3) tactics 4) persuasions
1) communications
Within the communication process, encoding most closely could be described as ______ 1) conversion 2) interpretation 3) transmission 4) complication
1) conversion
For one person this Taco Bell logo might mean a dieter's worst nightmare, but for another it can mean a great meal. This exemplifies that fact that each receiver may _______ a given message differently 1) decode 2) send 3) transmit 4) encode
1) decode
When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the ______ IMC budget method 1) objective-and-task 2) percent of sales 3) affordable 4) parity
1) objective-and-task
When a firm has a public relations agent, the primary function is to generate ______ publicity and improve the company's reputation 1) positive 2) brand-specific 3) negative 4) product-specific
1) positive
If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the ______ in the communication process 1) sender 2) channel 3) noise 4) decoder 5) receiver
1) sender
List in order, with the first step at the top, each step of the communication process - communications channel (media) - sender (firm) - receiver (consumer) decodes message - transmitter encodes message
1) sender (firm) 2) transmitter encodes message 3) communications channel (media) 4) receiver (consumer) decodes message
List in order, with the first step at the top, each step of the communication process.
1. Sender (firm is the sender...example: Pepsi) 2. Transmitter encodes message (marketing department receives the information and transforms it for use in its role) Encoding -- converting sender's ideas into a message...could be verval, visual, or both. 3. Communications channel (radio, tv, print that carries the message) 4. Receiver (consumer) decodes message
List in order, with the first step at the top, each step of the communication process.
1. Sender (firm) 2. Transmitter encodes message 3. Communications channel (media) 4. Receiver (consumer) decodes message
Which of the following is the most visible IMC component? 1) personal selling 2) advertising 3) public relations 4) sales promotion
2) advertising
________ refers to consumers being able to indicate that they have heard of the brand when the name is presented to them 1) endorsement 2) aided recall 3) product placement 4) top-of-mind awareness
2) aided recall
In search engine marketing, identify the term that describes the number of clicks divided by number of impressions 1) conversion rate 2) click-through rate 3) relevance 4) ROI
2) click-through rate
An easy way to remember the difference between encoding and decoding within the communication process is to think of encoding as the message the sender intends to say, whereas decoding can be thought of as what the receiver actually _____ 1) means 2) hears 3) feels 4) does
2) hears
Identify a key long-term goal a firm would consider prior to launching an IMC campaign 1) increasing awareness 2) increasing next year's sales 3) prompting trial 4) generating inquiries
2) increasing next year's sales
The integrated marketing communications process refers to which of the four Ps in the marketing mix? 1) place 2) promotion 3) product 4) price
2) promotion
Which of the following brand would most likely NOT have top-of-mind awareness in their respective product categories with consumers? 1) Harley-Davidson 2) Coca Cola 3) RC Cola 4) Windows PCs
3) RC Cola
_______ refers to the process by which the receiver interprets the sender's message 1) feedback 2) noise 3) decoding 4) encoding
3) decoding
A marketer would most likely want to use a ______ to communicate to shareholders and use a(n) ________ ad to communicate with the general public 1) television ad; newspaper 2) viral campaign; television 3) direct mailing; YouTube 4) buzz; campaign; television
3) direct mailing; YouTube
The ______ allows the receiver to communication with the sender and thereby inform the sender whether the message was received and decoded properly 1) noise 2) encoding process 3) feedback loop 4) transmission process
3) feedback loop
Which of the following processes allow the receiver to inform the sender whether the message was properly decoded? 1) noise channel 2) communication channel 3) feedback loop 4) receiving loop
3) feedback loop
Marketers measure the ______ of exposure by how often the audience is exposed to a communication within a specified period of time 1) reach 2) rating 3) frequency 4) repetition
3) frequency
Which of the following elements would be considered the most important for building a top-of-mind level of brand awareness? 1) building a superior brand 2) holding the oldest brand 3) having a memorable brand 4) having the cheapest brand
3) having a memorable brand
The ______ effect refers to a delayed response by the consumer to a marketing campaign in which the consumer must see a message several times before it is has a desired impact on the consumer 1) decoding 2) noise 3) lagged 4) encoding
3) lagged
A fast food chain quickly learns that its advertising message about its healthy new turkey sandwich is unclear. This is an example of _____ 1) decoding 2) transmitting 3) noise 4) encoding
3) noise
Which of the following terms refers to any interference in a message? 1) decoding 2) feedback 3) noise 4) communication
3) noise
IMC programs are advantageous in that they regard each individual marketing communication element as ______ 1) a measure of profitability 2) interchangeable with the others 3) part of an integrated unit 4) a separate entity
3) part of an integrated unit
The ultimate goal of any marketing communication is to compel the receiver to react positively to the message and brand and to ______ the product or service 1) discuss 2) rebuy 3) purchase 4) evaluate
3) purchase
The sender of a message _____ 1) must be hidden from the audience 2) should be a member of the audience 3) should be clearly be known by the audience 4) decodes the message for the audience
3) should be clearly be known by the audience
For the past two decades Zubi Advertising Services Inc. worked with American Airlines to create advertisements across various media. Here the ad agency could be seen as which of the following roles within the communication process? 1) channel 2) receiver 3) transmitter 4) sender
3) transmitter
Imagine that a firm sends out a message in the form of a print advertisement for a product. Which of the following elements is most likely to contribute to how receivers decode the message differently? 1) whether or not the receiver reads the ad more than once 2) what time of the year the print ad is issued on 3) whether or not the receiver is a user of the firm's product 4) what newspaper or magazine the print ad appears in
3) whether or not the receiver is a user of the firm's product
one way to facilitate smart retail strategy is to use the
4 Ps
In the _____ budget method for IMC, the budget is set essentially by the amount left over and not allocated elsewhere 1) competitive parity 2) objective-and-task 3) percentage-of-sales 4) available
4) available
Which of the following terms best describes the strength of the association between a brand name and the type of product or service in the consumers' minds? 1) brand desirability 2) brand capability 3) brand ignorance 4) brand awareness
4) brand awareness
Pepsi's choice to use social media for its emoji campaign exemplifies the selection of a ______ 1) message decoder 2) feedback loop 3) message transmitter 4) communication channel
4) communication channel
One of the big advantages to using an IMC approach to marketing is that it allows the marketer to use multiple ______ channels, increasing the probability of reaching the intended receivers 1) print 2) delivery 3) broadcast 4) media
4) media
In search engine marketing the _______ of the ad describes how useful an ad message is to the customer doing the search 1) impression 2) ROMI 3) click-through rate 4) relevance
4) relevance
The communication process beings with the ______ 1) receiver 2) communications channel 3) transmitter 4) sender
4) sender
To create an effective IMC program, marketers need to move consumers through a series of mental stages for which there are several models, the most common being the
AIDA
the "think, feel, do" model for the mental stages a consumer goes through is more formally called the __ model
AIDA
The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ____________ model.
AIDA model
_______ refers to consumers being able to indicate that they have heard of the brand when the name is presented to them
AIDED RECALL
Which of the following is the 4th and Final component of the AIDA model
Action
imagine that you are reading one of your favorite magazines. if you see a logo and recognize the brand as it is being presented to you, this is an example of
Aided recall
The first component of the AIDA model is which of the following?
Awareness
Personal selling is an important component of many IMC programs, especially in ____ settings
B2B
sales represents are an important component of many IMC programs, specially in
B2B
In search engine marketing which of the following describes the number of clicks divided by number of impressions?
Click-through rate
The three parts of any IMC strategy are the _____, the _____ channels, and the ________ that are obtained from the strategy. (Select proper sequence.)
Consumers, Communications, results
Within the communication process when you are reading or seeing a billboard with an advertisement, you are known as the ___________. Select all that apply.
Correct options: Consumer Receiver
When using the objective-and-task method to determine the budget, marketers must take which of the following steps?
Correct options: Establish a set of communication objectives Identify the cost of necessary communications Determine which media best reach the target market
Which of the following pieces of information should be communicated to customers through a company's website?
Correct options: Features of product and services Where customers can purchase products
Public relations oversees a company's communication to achieve a variety of objectives including ___________.
Correct options: Maintaining positive relationships with media Maintaining a positive image
It is not enough for a marketer to create an ad and hope that people pay attention to it. Indicate the ways a brand is likely to get consumers to show interest in an ad.
Correct options: Making the ad unique Making the ad memorable
Which of the following are stages of the AIDA model?
Correct options: Interest Desirability Awareness
is the third of the four component in the AIDA model
Desire
______________ is the third of the four components in the AIDA model.
Desire -- after consumer has piqued interest of target market, the goal of the message should move consumer from "I like it" to "I want it" four components of the AIDA model are: Awareness Interest Desire Action
When using the objective-and-task method to determine the budget, marketers must take the following steps:
Determine which media best reach the target market Identify the cost of the necessary communications Establish a set of communication objectives
When using the objective-and-task method to determine the budget, marketers must take the following steps:
Determine which media best reach the target market Establish a set of communication objectives
True or false: The only way to experience a product or service for sale is to actually purchase it.
False
Macy's is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customers. This relates to which component of the communication process?
Feedback Loop
Which of the following processes allows the receiver to inform the sender whether the message was properly decoded?
Feedback loop
Which of the following is an example of a search engine marketing tool
Google AdWords
Which of the following are element of the 4E framework for effective use of social media by companies?
Help customers to experience products, whether directly or indirectly. Give customers an opportunity to engage with their social network. Excite customers with relevant offers. Educate customers about offers.
All of the following elements the marketing manager uses to develop an ______ strategy; ads, consumer promotion, social media marketing, PR.
IMC
although personal selling is an essential part of many firms __ strategy , it offers its own unique contribution to the 4 ps
IMC
the message being sent out by marketers should be customer focused, the communication channel should be correct for the targeted audience, and results need to be fully evaluated, this is known as ___ strategy
IMC strategy
A firm set short-term and long-term goals in order to achieve its strategic goals. Identify key long-term goals a firm would consider prior to launching an IMC campaign
Increasing next year's sale
Which of the following are reasons why mobile marketing is increasing in importance for marketers?
Increasingly more mobile applications related to marketing (such as price check apps) are available. Mobile phone usage is growing. Consumers who use mobile marketing find out more information about products, which makes the products potentially more attractive.
_________ marketing communications (IMC) encompasses a variety of communication disciplines in combination to provide a maximum communicative impact on its consumers.
Integrated
Which of the following sites do professionals use most often to network online with other professionals, post their resume, and search for jobs?
Put the three stages of Social Media Engagement process in the correct order, with the first step at the top.
Listen Analyze Do
Public relations oversees a company's communications to achieve a variety of objectives including:
Maintaining positive relationships with media Maintaining a positive image
It is not enough for a marketer to create an ad and hope that people pay attention to it. Indicate ALL of the ways a brand improves the chance of getting the consumer to show interest in it.
Making the ad unique Making the ad memorable
It is not enough for a marketer to create an ad and hope that people pay attention to it. Indicate ALL of the ways a brand improves the chance of getting the consumer to show interest in it.
Making the ad unique Making the ad shocking
____ refers to any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the media that subsequently creates a problem for the communication channels
Noise
_____ refers to any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the media that subsequently creates a problem for the communication channels.
Noise
_____________ refers to any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the media that subsequently creates a problem for the communication channels.
Noise
The most commonly used method to establish the promotional budget is ________ while the most accurate method is _____.
Percentage of sales; objective-and-task
_ blogs are written by people who receive no compensation for their efforts.
Personal
Personal ___________ is the two-way flow of communication between a buyer and a seller designed to influence the buyer's purchase decision.
Personal selling
When a firm has a public relation agent, the primary function is to generate _______ publicity and improve the company's reputation.
Positive
The integrated marketing communication process refers to which of the four Ps in the marketing mix.
Promotion
Public ______________ is the organizational function that manages the firm's communications and supports other promotional efforts.
Public relations
Which of the following brands would most likely NOT have top-of-mind awareness in their respective product categories with consumers
RC COLA
Identify how to calculate GRP or gross rating points: _____________ multiplied by frequency.
Reach x frequency
Google's Adwords system providea a quality score as a measure of _____________ which indicates the usefulness of an ad message to consumers doing a Google search.
Relevance
Identify key short-term goals a firm would consider prior to launching an IMC campaign.
SHORT TERM goals: Correct options: generating inquiries prompting trial Wrong options that are LONG TERM goals: increasing sales increasing market share customer loyalty
The components to which marketers attend in an ad's return on investment are:
Sale Marketing expenditures
_____ promotions are special incentives or programs that encourage consumers to purchase a product or service and can include coupons, rebates, contests, free samples, and point-of-purchase displays.
Sales
Free samples, point-of-purchase displays, sweepstakes, and contests are all examples of which of the following IMC strategies.
Sales promotions
Personal ______ is the two-way flow of communication between a buyer and a seller designed to influence the buyer's purchase desision
Selling
The __________ refers to the originator of the message in the communication process.
Sender
______ _______ is content often distributed between consumers and their friends and families and sometimes from the brand.
Social Media
In the past, Zubi Advertising Services, Inc. has worked with American Airlines to create advertisements across various media. Here American Airlines could be seen as which of the following within the communication process?
The Sender
If marketers have a brand or service that has reached top-of-mind awareness among their consumers, this most likely means which of the following?
The brand/service has fairly high visibility among consumers.
How much control do companies generally have over the content on corporate blogs, keeping in mind that blogs allow customers to respond to posts?
The company has a high degree of control, since it chooses the content posted.
Blogs are important sources of information about companies and their products. List the following types of blogs in order in terms of the amount of control that a company has over what is posted, with the type of blog that offers the greatest control at the top.
The company's corporate blog Professional blogs covering products and services of various companies Personal blogs by customers of the company
The __________ effect refers to a delayed response by the consumer to a marketing campaign in which the consumer must see a message several times before it has a desired impact on the consumer.
The lagged effect
The __________ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications.
The transmitter
Disney starts off its stars with Disney channel shows, records them on the Disney owned Hollywood Record label, plays the songs in heavy rotation on Radio Disney and Disney soundtracks, organizes concert tours with Disney-owned Buena Vista Concerts, and sells tie-in merchandise throughout Disney stores. The goal of each of these elements is:
Top-of-mind awareness
True or False: Mobile marketing is significantly growing.
True
True or false: Firms actively use social networks to communicate deals geared to excite consumers.
True
True or false: Marketers can use Facebook to assist them in carefully selecting their target audience.
True
The best-known microblog is called _.
Which of the following pieces of information should be communicated to costumers through a company's website?
Where customers can purchase products; Features of product and services
Which of the following fall into the category of social media-sharing sites?
Youtube Flickr
social media
_____________ _________refers to online and mobile technologies that distribute content to facilitate interpersonal interactions
a vertical system in which there is no common ownership and no contractual relationship, but the dominant channel member controls the relationship
administered
pricing reduction offered to channel members for featuring the manufacturers product in their IMC and promotional efforts
advertising allowance
Imagine seeing this print ad in one of your favorite magazines. When you look at the LG logo (on the bottom right of this ad) and recognize the brand as it is being presented to you, this is an example of ______________.
aided recall
In the ___ method t for IMC, the budget is set essentially by the amount left over and not allocated elsewhere.
available budget
In the ___ budget for IMC, the budget is set essentially by the amount left over and not allocated elsewhere.
available or "all-you-can-afford"
__ metrics such as aided recall measure a potential customers ability to recognize or recall that the brand name is a particular type of retailer or product
awareness
the __ is the backdrop for the ad and the __ refers to everything that appears on top of the backdrop
background, foreground
when a sellers advertise items for a low price without the intention of selling any of those items
bait and switch
If you are looking to find out more about a particular good or service, you may find yourself reviewing a web page that contains periodic posts known as a _____________.
blog
The social-media equivalent of a personal journal or diary is a(n) _.
blog
A firm can use its website well to build its _______ image and to educate customers about its product and services
brand
a useful technique that enables managers to examine the relationship among cost, price, revenue, and profit over different levels of production and sales is called ____
break even analysis
the point at which the number of units sold generates enough revenue to equal total cost
break even point
Identify the information Facebook uses to target site uses to receive particular ads.
browsing history profile information preferences
During a social media marketing campaign, step 4 is to ensure that an adequate _ is developed to support the campaign.
budget
reduces the invoice cost of the buyer pays the invoice prior to the end of the discount period
cash discount
marketing refers to commercial activity in which business and charities form a partnership to market an image, product, or service for their mutual benefit
cause related
The communication _______ is the medium (e.g. print, television, radio) that carries the message from the firm to the consumer
channel
The communication _______ is the medium (e.g., print, television, radio) that carries the message from the firm to the consumer.
channel
the communication ___ is the medium, tv, radio, that carries the message from the firms to the consumer
channel
the route or pathway that the product takes to get from the manufacturer to the retailer is known as
channel structure
__ is money paid as a percentage of sales volume or profitability
commission
The _____ process refers to how firms are able to send messages to and interact with their customers.
communication
The _______ process refers to how firms are able to send messages to an interact with their customers
communication
personal selling is the two way flow of __ between a buyer and a seller that is designed to influence the buyer's purchase decision
communication
the __ process refers to how firms are able to communicate with their consumers
communication
The ___ refers to the medium that carries the message whether in print, broadcast, or internet.
communication channel
The communication _____________ is the medium (e.g. print, television, radio) that carries the message from the firm to the receiver.
communication channel
the 5 Cs of pricing
competition, customer, cost, channel members, company objectives
In the ____ method of IMC budgeting, the budget is set so that the firm's proportional of communication expenses matches its shares of the market.
competitive parity
in the _____ method of IMC budgeting, the budget is set so that the firm's share of communication expenses equals its share of the market
competitive parity
sets the price to reflect the way the marketer wants consumers to interpret their prices relative to the competitors offerings
competitor based pricing
products whose demands are positively related to one another are known as ?
complementary products
sales marketing expenditures sales
components marketers must take into account in order to determine attend in an ad's return on investment are _________
cost based methods do not recognize the role that __ play in the marketplace
consumer
within the communication process when you are reading or seeing a billboard with an advertisement, you are known as the __ or the __
consumer , receiver
a ___ vertical marketing system is one in which independent firms at different levels of the supply chain join together through signed agreeents
contractual
the independent members of a supply chain attempt to satisfy their own objectives and maximize their own profits, often at the expense of other memebers
conventional supply chain
a __ vertical marketing system allows for a firm to own and control all of its supply chains
corporate
types of vertical marketing systems
corporate, administered
different basis for pricing strategy
cost based, value based, competitor based
break-even analysis examines the relationship between ___
cost, profit, price
Corporate blogging is a new form of marketing communication. A well received blog can:
create positive word of mouth and connect customers by forming a community
What feature of Instagram have advertisers found particularly useful?
creation of short videos
the percentage change in the quantity of one product demanded compared with the percentage change in price in another product
cross price elasticity
the percentage change int he quantity of one product demanded compared with the percentage change in price in another product
cross price elasticity
for one person, the taco bell logo might mean a dieter's worst nightmare, but for another it can mean a great meal. This exemplifies the fact that each receiver may ____ a given message differently
decode
_____refers to the process by which the receiver interprets the sender's message
decoding
firms use __ to streamline their supply chains
deliver inventory more often, hold minimal inventory
_______ is the third of the four components in the AIDA model.
desire
________ is the third of the four components in the AIDA model
desire
a marketer would most likely want to use a __ to communicate to shareholders, and a __ to communicate to the general public
direct mailing, YouTube
Omaha Steaks sending email coupons for items that customers have purchased previously and mailing slick pictures of gourmet steaks and meal packages to addresses that have received orders in the past is an example of
direct marketing
Which of the following IMC strategies refers to communicating specifically with target customers to elicit a response or transaction
direct marketing
telephone, mail, catalogs, email are considered part of __ marketing
direct marketing
economic factors that have an impact in pricing include
disposable income, discretionary income, unemployment rates
an intensive __ strategy is when the goal is to get the manufacturer's products into as many different outlets as possible
distribution
a facility used for the receipt, storage, and redistribution of goods to company or customers
distribution center
the sales department must coordinate its delivery promises directly with the __
distribution center
personal selling adds value by
educating and providing advice, making things easier, saving the customer time
in the purchase of large ticket items, customers see the value and are willing to pay indirectly for the __ salespeople provide
education and advice
a/n __ appeal focuses on feelings about the consumer's self
emotional
__ refers to the conversion of the senders ideas into a message, which could be verbal, visual, or both
encoding
_____ refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both.
encoding
______ refers to the conversion of the sender's ideas into a message, which could be verbal, visual, or both
encoding
In the 4E framework for social media, when attempting to _ the customer, a firm encourages the customer to offer feedback.
engage
Of the elements in the 4E framework, social networks that are able to offer relevant ads to targeting customers are better able to _.
excite customers
a manufacturer allows only one retailer in a given territory the ability to sell its particular brand
exclusive distribution strategy
an __ retailer refers to small full-line discount stores that offer a limited merchandise assortment at very low price
extreme value
t/f the advertising budget should remain the same throughout the course of the product life cycle
false
t/f the most successful salespeople view themselves as being successful if they make a particular sale or one transaction at a time
false
The _____ allows the receiver to communicate with the sender and thereby inform the sender whether the message was received and decoded properly.
feedback loop
the __ allows the receiver to communicate with the sender and thereby inform the sender whether the message was received and decoded properly
feedback loop
the __ step in the selling process is to generate a list of potential customers and assess their potential
first
a break even analysis graph contains__
fixed cost, total cost, total revenue
the most common type of contractual vertical marketing system is __
franchising
collects royalties, develops new products and services, does advertising
franchisor
by streamlining distribution, firms can
gain competitive advantage
benefits of a market penetration pricing strategy
gain market share, earn profit, discourage potential competitors, build sales
occurs when a products intended for one market are sold in another market with lower price
gray market
Which of the following elements would be considered the most important for building a top-of-mind level of brand awareness?
having a memorable brand
disadvantages to using the television medium for advertising
high cost, cluttered airways
when consumers relish the challenge of getting the lowest price very time, retailers should usea __ strategy
high low pricing
the greater the availability of substitute products, the __ the price elasticity of demand for a given product
higher
After firms listen to customers and analyze the data they have accumulated, they must _ what they have learned in order to create long-term relationships with potential customers and ultimately generate additional business.
implement
Most retail companies will attempt to achieve sustainable competitive advantage by including which of the following features on their websites?
in-depth product information customer reviews interactive chat
when the marketing channel operates using a transaction orientation to satisfy their own objectives and maximize their own profit, the channel operates an a/n __
independent marketing channel
when 1% decrease in price results in less that 1% increase in quantity sold, demand is __
inelastic
Marketing communications ______ consumers by making them aware that a product or service exists or by increasing their product intent
influence
Marketing communications can ___________ consumers by making them aware that a product or service exists or by increasing their purchase intent.
influence
__ advertising is generally used during the early stages of a product's life cycle, it can also be used to inform customers of new product arrivals in the store
informative
retailers will use ___ advertisement to ensure that their customer know about the arrival of new merchandice
informative
__ advertisement inform, persuade, and remind consumers about issues related to places, politics, an industry, or a specific corporation
institutional
the Got Milk campaign was attempting to employ __
institutional advertising
____ marketing communications (IMC) encompasses a variety of communication disciplines in combination to provide a maximum communicative impact on its consumers
integrated
Which of the following words best describes the advantage of using an IMC program over a single marketing communication element in order to deliver a message to the target audience?
integration -- IMC (integrated marketing communications, which represents the promotion dimension of the 4 P's of marketing) regard each of the firm's marketing communication channels as a whole, each of which offers a different means to connect with the target audience...rather than separating single marketing communication channels that have no unified control. This INTEGRATION provides them with the best means to reach the target audience with the desired message and enhances the value story of offering a clear and consistent message.
when supply chains are more closely aligned, conflicts are ___
less likely
The first step in the Social Media Engagement Process is known as the _ stage.
listen
__ is the element of supply chain management that concentrates on the movement and control of physical products
logistics management
supply chain management includes
logistics, marketing channels
ex. of long term strategies for building customer loyalty
loyalty programs, contest
a strategy to build sales, market shares, and profits quickly
market penetration
supply chain is also called __
marketing channel
the whole point of the AIDA model is to provide a blueprint for how ___ works
marketing communications
One of the big advantages to using an IMC approach to marketing is that it allows the marketer to use multiple _____ channels, increasing the probability of reaching the intended receivers
media
Social _ marketing entails educating and communicating product benefits to customers using their computers, tablets, or mobile devices.
media
When an advertising firm decides to select a specific media mic, this is know as __
media planning
______ marketing refers to marketing through smartphones and similar devices
mobile
there are multiple firms selling different products at diverse prices
monopolistic competition
struggle to provide an integrated shopping experience across all their channels, because unique skills and resources are needed to manage each channel
multichannel retailers
when manufacturers and retailers work together to sell products and or services in more than one channel
multichannel strategy
When something interferes with the efficient transmission of the message from the sender to the receiver and there is a difference between them, that is described as ______
noise
When something interferes with the efficient transmission of the message from the sender to the receiver and there is a difference between them, that is described as _____________.
noise
_______ occurs when there is a discrepancy between the encoding and decoding of a message
noise
_______ refers to any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the media that subsequently creates a problem for the communication channels
noise
any time there is a discrepancy between encoding and decoding , __ likely exists due to interference and confusion within the message
noise
refers to any interference that stems from competing messages, a lack of clarity i the message, or a flow in the media that subsequently creates a problem for the communication channel
noise
The ___________ method determines the budget required to undertake specific tasks to accomplish communication objectives.
objective-and-task
when marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the _____IMC budget method
objective-and-task
there are few firms that control the majority of market share
obligopoly
a _ retailer is one that offers an inconsistent assortment of brand name merchandise at low prices
off-price
__ is a salesperson who identifies potential customers and engages them to make a sale
order getter
the most important roles a salesperson has to play
order taking, order getting, sales support
advertising is a __ form of communication
paid, mass
Traditionally, advertising has been ____________ and ______________.
passive ; offline
The most commonly used method to establish the promotional budget is ___________ while the most accurate method is ___________.
percentage of sales ; objective-and-task
____ is the two way flow of communications between a buyer and a sweller designed to influence the buyers purchase decision
personal selling
refers to a two way flow communication between a buyer and a seller and is designed to influence the buyers purchase decision
personal selling
when a firm has a public relations agent, the primary function is to generate ___ publicity and improve the companies reputation
positive
the __ occurs prior to meeting the customer for the first and extends the qualification of leads procedure in the personal selling process
preapproach
a firm sets a very low price for one or more of its products with the specific intent to drive its competition out of business
predatory pricing
the overall sacrifice a consider makes to acquire a product or service is known as _
price
if a firm sells the same product to different resellers at different prices, it can be considered
price disrimination
the ration of change in a price and its effect on the quantity of the product demanded
price elasticity of demand
marketers establish a floor price and a price ceiling for an entire line of similar products
price lining
when a new product is introduced and consumers are willing to buy it at premium, the marketers should use __ pricing strategy
price skimming
consumers use which to judge value?
price they must pay, benefits they might receive
offer short-term methods to focus on selected components of the 5 Cs
pricing tactics
to determine integration each retailer must address
pricing, supply chain, brand image, integrated CRM
when a company advertising is focused on information, persuading, or reminding consumers about the company offerings
product focused advertising
__ is in some ways advantageous over traditional advertising in that it is more subtle and less aggressive in nature
product placement
the key incentive for strategic relationship remains a higher __
profit
positive customer-salesperson relationship contribute to __
profit maximization
the impact of coupons on __ is questionable because the increase in sales may be offset by the price reduction
profitability
the integrated marketing communications process refers to which of the four Ps in the marketing mix
promotion
which of the four ps is being addressed when retailers use point of purchase displays to stimulate sales
promotion
A firm set short-term and long-term goals in order to achieve its strategic goals. Identify key short-term goals a firm would consider prior to launching an IMC campaign.
prompting trial generating inquiries
A firm set short-term and long-term goals in order to achieve its strategic goals. Identify key short-term goals a firm would consider prior to launching an IMC campaign.
prompting trial increasing awareness
in the selling process, potential customers are called ___, and their potential must be assessed, which is to __ leads of the potential customer
prospects or leads, quality
To support the other promotional efforts, firms use ____________ to generate free media attention.
public relations
identify the three types of advertising schedule
pulsing, continuous , flighting
there are multiple firms selling commodity like goods at the same competitive price
pure competition
whenever a sales promotion is targeted at channel members, the firm is employing a __ strategy, when that same firm is employing a sales promotion targeted toward consumers themselves, it is a __ strategy
push, pull
the equation for elasticity of demand is the percentage change in __ demanded, divided by percentage change in __
quantity, price
Gross rating points (GRP) equals _____ times frequency
reach
Identify how to calculate GRP or gross rating points: ____ multiplied by frequency.
reach
communication media varies in their ability to ___ the desired audience
reach
identify how to calculate GRP or gross rating points: ______ multiplied by frequency
reach
provide a discount by the manufacturer rather than the retailer
rebates
Within the communication process when you are reading or seeing a billboard with an advertisement, you are known as the _____ or the ______. Select all that apply.
receiver consumer
Marketers make adjustments in their communication messages depending on the ___.
reciever
is the benchmark price against which buyers compare the actual selling price of the product
reference price
a sales philosophy and process that emphasizes a commitment to maintaining sales over the long term and investing in opportunities that are mutually beneficial to all parties is __ which is heavily dependent on personal selling
relationship selling
the personal connection is never over, even after the sale has been made, in a situation of __. buyer and seller have an ongoing interaction
relationship selling
In search engine marketing the ____ of the ad describes how useful an ad message was to the customer doing the search
relevance
Which of these offer marketers opportunities to listen to their customers?
review sites blogs social networks opinion polls
one benefit of consumers using the store channel for purchasing products is that it tends to give them a greater sense of confidence in what they are purchasing actually meeting their qualifications
risk reduction
price discrimination consider illegal under the
robinson patman act, clayton act
_______ promotions are special incentives or programs that encourage consumers to purchase a product or service and can include coupons, rebates, contests, free samples, and point of purchase displays
sales
__ involves the planning,direction, and control of personal selling activities as they affect the staff
sales management
once background information has been obtained and the objectives for the meeting are set, the salesperson is ready for the __
sales presentation
__refer to special incentives or excitements building programs that encourage the purchase of a product or service, such as coupons, rebates, free samples
sales promotion
the components to an ad's return on investment are
sales, gross margin, marketing expeditures
personal traits for success in personal selling
self motivation, empathy, optimism, personality
Personal ______ is the two-way flow of communication between a buyer and a seller designed to influence the buyer's purchase decision
selling
Personal _______ is the two-way flow of communication between a buyer or buyers and a seller that is designedto influence the buyer's purchase decision
selling
If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the _____ in the communication process.
sender
4 steps of the communication process
sender, transmitter, communication channel, receiver
customer orientation strategy increases value though
setting prices to match consumer expectations, focusing on customer satisfaction
Three types of social media that marketers rely on are social networking sites, blogs, and media-_ sites.
sharing
free sample and point of purchase displays are sales promotions designed to increase __
short term sales
According to your text, sales promotions such as free samples and point-of-purchase displays are designed to build
short-term sales
_ is the practice customers use to assess a tangible product then compare prices electronically to purchase the product online at a better price.
showrooming
_ refers to the technologies that distribute content to facilitate interpersonal interactions.
social media
__ is media content distributed through interactions between consumers and their friends and family
social media
_____ _____ is content often distributed between consumers and their friends and families and sometimes from the brand.
social media
_______ ________ distributes content among like-minded consumers
social media
each campaign's objective must be both __ and measurable.
specific
when firms match specific competitors' price changes, it is know as
status quo pricing
firms engaged in competitor orientation might use which strategies
status quo pricing, competitive parity
a __ relationship is one in which the supply chain members are committed to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial
strategic
The first step in planning and executing a social media marketing campaign is to identify _.
strategy and goals
products for which demand is negatively related are known as
substitute products
a type of food retailer consisting of a large supermarket in addition to a full line discount store. one stop shopping experince
supercenter
logistics management is an element of
supply chain
firms that are less concerned with the levels of profit , and more interested in the rate at which profits are generated
target return pricing
The _____________ process refers to how firms are able to send messages to and interact with their customers.
the communication process
The three parts of any IMC strategy are the _________, the __________ channel, and the __________ that are obtained from the strategy.
the consumer, the channels through which the message is communicated (communication), and the evaluation of results of the communication (results)
The communication channel is the _____________.
the medium that carries the message.
For the past two decades Zubi Advertising Services, Inc. worked with American Airlines to create advertisements across various media. Here the ad agency could be seen as which of the following roles within the communication process?
the transmitter
Zubi Advertising Services, Inc. has worked with American Airlines to create advertisements across various media. Here the ad agency could be seen as which of the following roles within the communication process?
the transmitter
purchase
the ultimate goal of any marketing communication is to compel the receiver to react positively to the message and brand and then to ________ the product or service
Which of the following is the potential goal of location-based software and applications, as used by marketers?
to present a relevant offer when the customer at a given location is in the process of making a purchase
when someone is asked to name a brand of soda, most consumers will reply back with Coca-Cola. This is an example of _____ awareness
top-of-mind
Harley-Davidson has ___________ if a consumer responds "Harley" when asked about American-made motorcycles.
top-of-mind awareness
variable cost plus fixed cost equals
total cost
variable cost per unit times quantity equals
total variable cost
The _______ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications
transmitter
The _______ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications.
transmitter
the __ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications
transmitter
mass media is used to reach large numbers some ex.
tv, radio, national newspaper, outdoor billboard
approaches to setting prices that focus on the overall worth of the product offering as perceived by the consumer
value based pricing
primary labor and materials are known as
variable cost
Share of __ refers to the percentage of a customers purchase made from a particular retailer
wallet
relationships in a supply chain occur because the parties __
want something form one another
_______software usually reports metrics such as the time viewers spend on particular web pages and the number of pages they view
web-tracking
firms that buy products from manufacturers and resell them to retailers are know as
wholesalers
channel members include
wholesalers,retailers, manufacturers
