Marketing 252 Exam 2
market-penetrating pricing
A company can use _________ by setting a low initial price to penetrate the market deeply and win a large market share.
online, social media marketing and mobile marketing
A dazzling new set of direct digital marketing tools has burst onto the marketing scene, including _______________
set clear objectives
Advertisers should ______________ to determine whether the advertising is supposed to inform, persuade, or remind buyers.
the objectives, the budget, the message, the media, and the evaluation of results
Advertising decision-making involves decisions about ________________
selecting tools, developing and implementing the sales promotion program
After sales promotion campaign objectives are set, the next steps are ________, __________, and then ____________________
traditional direct marketing tools
Although the fast-growing digital marketing tools have grabbed most of the headlines lately, ________ are very much alive and still heavily used.
effective in achieving certain marketing objectives
As an element of the promotion mix, the sales force is ________ and carrying out such activities as prospecting, communicating, selling and servicing, and information gathering.
more fragmented media and promotion mixes
As marketers adopt richer but _____________________ to reach their diverse markets, they risk creating a communications hodgepodge for consumers.
set PR objectives, choose the PR messages and vehicles, implement the PR plan, and evaluate the results
As with the other promotion tools, in considering when and how to use product public relations, the best thing management should do is ___________________
advertising, personal selling, sales promotion, public relations, and direct and digital marketing tools
A company's total promotion mix, also called its marketing communications mix, consists of the specific blend of five tools: ________________________
economic, control and adaptive
Channel alternatives must be evaluated according to ________________criteria.
omni-channel
Companies that have traditionally operated offline have created their own online sales, marketing, and brand community channels. In fact, ________ retailing companies are having as much online success as their online-only competitors.
enrich the brand experience
Companies use mobile marketing to stimulate immediate buying and make shopping easier, but it can also ________
consumer promotion tools, trade promotion tools or business promotion tools
Depending on the type of promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These include ______________.
more restrictive state and federal legislation
Direct marketers know that, if left unattended, direct marketing abuses will lead to increasingly negative consumer attitudes, lower response and engagement rates, and calls for ___
behavioral systems
Distribution channels are complex ______________ in which people and companies interact to accomplish individual, company, and channel goals.
advertising return on investment
Evaluation calls for evaluating the communication and sales effects of advertising and other brand content before, during, and after it is placed and measuring ___________
direct, digital, and social media
Firms seeking immediate response from targeted individual consumers and consumer communities use ______________________ marketing tools to engage consumers and cultivate relationships with them.
just 1 important approach, fully integrated marketing mix
For most companies, digital and social media marketing will remain ________ to the marketplace that works alongside other approaches in a ______
customer engagement; close, personalized, interactive customer relationships
For sellers, direct and digital marketing are powerful tools for building ________ and ________________
Designing sales force strategy and structure, recruiting and selecting, training, compensating, supervising, and evaluating salespeople and sales force performance
High sales force costs necessitate an effective sales management process consisting of which of the following steps?
organizing the advertising function, adaptation to international markets
In developing advertising strategies, marketers must make decisions regarding ______________
part of a cohesive value delivery system
In managing its channels, a company must convince suppliers and distributors that they can succeed better by working together as _______________.
mutually profitable relationship
In most cases, the company is not simply seeking a sale. Rather, it wants to engage the customer over the long haul in a __
clear, consistent, and compellong
Integrated marketing communications must deliver company and brand messages that are ____
retailer's positioning
It is important that retailers select locations that are accessible to the target market in areas that are consistent with the _________________
before, during and after a promotion
Marketers should work to measure the returns on their sales promotion investments. What is the most common time to perform the evaluation?
engage consumers; make them a part of the brand story and its telling
Marketers tend to underuse public relations or use it as an afterthought. Public relations has the power to ______________ and _______________.
buying and relationship-building processes
Marketers use mobile marketing to engage customers anywhere, anytime during the _____________________.
partner relationship
Most companies see their intermediaries as first-line customers and partners. They practice strong _____________________ management to forge long-term partnerships with channel members.
they can use existing social media or set up their own
Most marketers are now riding the huge social media wave. Marketers can engage in social media in which of the following way(s)?
of the intermediaries' contacts and experience
Most producers use intermediaries by forging a marketing channel (or distribution channel) to bring products and services to the consumer or business user. They do this because ____________________________, specialization, and scale of operation.
new retail forms
New retail forms continue to emerge to meet new situations and consumer needs, but the life cycle of ____________________________ is getting shorter.
differentiation
New retail forms continue to emerge. However, different types of retailers are increasingly serving similar customers with the same products and prices (retail convergence), making __________ more difficult.
discount and allowance
One price adjustment strategy is ______________________ pricing, whereby the company establishes cash, quantity, functional, or seasonal discounts, or varying types of allowances.
display ads and search-related ads
Online advertising has become a major promotional medium. The main forms of online advertising are __________________
physical distribution, financing and risk taking
Other functions of marketing channels including helping to fulfill the completed transactions by offering ____________________________.
interpersonal
Personal selling can be very effective in complex selling situations because it involves ________ interactions and engagement between salespeople and individual customers.
prospecting and quallifying, follow-up
Personal selling involves a multiple-step process. The first step includes ______________ and the last step is _______________________.
introductory stage
Pricing strategies usually change as a product passes through its life cycle but are especially challenging during the _____
captive-product pricing
Printer companies often charge a fairly low price for their ink jet printers (relative to costs) and a high price for replacement cartridges. These companies are using a strategy of ________ pricing.
their suppliers and target customers
Progressive wholesalers constantly watch for better ways to meet the changing needs of ____________
press agentry, product publicity, public affairs, lobbying, investor relations, and development
Public relations involves building good relations with the company's various publics. What are all of the functions it includes?
amt of service, product line sold, and relative prices
Retail stores come in all shapes and sizes, and new retail types keep emerging. Store retailers can be classified by the ______________.
segmentation and targeting, store differentiation and positioning, retail marketing mix
Retailers always search for new marketing strategies to attract and hold customers. The major marketing decisions they face are ____________
product assortment, services mix, and store atmosphere
Retailers must decide on which three major product variables?
consumer relationship building
Sales promotion campaigns call for setting sales promotion objectives. In general, sales promotions should be ____
consumers largely control social media content
Social media has many pluses, but on the down side, ________. This makes social media difficult for marketers to control.
digital tech, direct marketing
Spurred by the surge in Internet usage and buying, and by rapid advances in ________, ________ has undergone a dramatic transformation.
strong relationships w the company and its products
Strong relationships with the salesperson will result in _______
create customer value, engage customers and build customer relationships.
The Internet and digital age have fundamentally changed customers' notions of convenience, speed, price, product information, service, and brand interactions. As a result, they have given marketers a whole new way to _______________
. create customer value, engage customers and build customer relationships
The Internet and digital age have given marketers a whole new way to _______
competitor's intent as well as the likely duration and impact of the change
The company that faces a price change initiated by a competitor must try to understand the
engage customers, persuasively communicate customer value, and build customer relationships
The company uses the promotion mix, also called its marketing communications mix, to _____________
online and digital security
The concern about ________ is an area where consumers fear that unscrupulous snoopers will eavesdrop on their online transactions and social media postings, picking up personal information or intercepting credit and debit card numbers.
viral marketing
The digital version of word-of-mouth marketing, which involves creating videos, ads, and other marketing content that customers seek out or pass along to their friends, is called __
traditional direct marketing tools and the new digital marketing tools
The main forms of direct and digital marketing are __________
maintaining account relationships
The sales force sells products by engaging customers, presenting its offerings, answering objections, negotiating prices and terms, closing sales, servicing accounts, and ______
a product mix, a total product mix
The strategy for setting a product's price often has to be changed when the product is part of _______________, which looks for a set of prices that maximizes its profits on the _______________
transaction-oriented
The typical personal selling process consists of seven specific steps. The steps in the selling process are ________. The aim is to help salespeople close a specific sale with a customer.
new digital tech
The ________ are providing salespeople with powerful tools for identifying and learning about prospects, engaging customers, creating customer value, closing sales, and nurturing customer relationships.
integrated SCM
The ____________ concept recognizes that improved logistics requires teamwork in the form of close working relationships across functional areas inside the company and across various organizations in the supply chain.
social selling
The fastest-growing sales trend is the explosion in ________, which is using online, mobile and social media in selling.
overall integrated marketing communications effort
The firm's PR should be blended smoothly with other promotion activities within the company's ____________
integrated marketing communications
To deliver a clear and compelling message, each tool in the promotion mix must be carefully coordinated under the concept of _____________
online, mobile and social media
Ultimately, ___________________technologies are helping to make sales forces more efficient, cost effective and productive.
The amount of service they offer, the breadth and depth of their product lines, the relative prices they charge, and how they are organized
What are the 4 characteristics used to classify retailers?
Advertising, public relations, personal selling, sales promotion, and direct and digital marketing
What are the five promotion mix tools used by marketers to communicate customer value?
Changes in consumers; changes in marketing strategies; and sweeping changes in digital technologies
What are three major factors are changing the face of today's marketing communications?
market-skimming
When a company sets a high price as the initial price of a new product, it is pursuing a ________ new product pricing strategy.
assign functions to channel members that add the most value for the cost
When assigning functions to channel members, it is important for producers to __
sense, serve and satisfy the target market
When channel members cooperate, they can more effectively _________________.
intensive, selective, and exclusive distribution
When designing marketing channels, companies must determine the number of channel members to use at each level. The three strategies that are available to do this are ___________
mobile marketing
Which form of direct and digital marketing do companies use to stimulate immediate buying, make shopping easier, enrich the brand experience, or all of these?
Increase both price and quality
Which of the following is a potentially effective action a company could take in response to a competitor's price cut?
Online buying is growing at a much brisker pace than retail buying as a whole
Which of the following statements about major retail trends is true?
The lines between advertising and public relations are becoming more blurred.
Which of the following statements about public relations is correct?
channel members are dependent on each other for the overall success of the channel
Which of the following statements is true regarding channel organization?
Producers vary in their ability to attract qualified marketing intermediaries
Which of the following statements is true regarding the selection of qualified channel members?
Marketers use both outbound telemarketing and inbound telemarketing.
Which of the following statements is true regarding traditional direct marketing forms?
merchant wholesalers, brokers and agents, and manufacturers and retailers branches and offices
Wholesalers fall into 3 groups:_________
engaging customer; developing and managing profitable customer relationships
With companies becoming more market-oriented, the sales force plays a key role in ________ and __________________________.
direct and digital marketing
__ involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
invasion of privacy
____ is perhaps the toughest public policy issue now confronting the direct marketing industry.
value
______ selling requires listening to customers, understanding their needs, and carefully coordinating the whole company's efforts to create lasting relationships based on customer value.
online marketing
________ refers to marketing via the Internet using company websites, online advertising and promotions, email marketing, online video and blogs.
shopper
___________ marketing involves focusing the entire marketing process to turn shoppers into buyers as they approach the point of sale.
message and media decisions
_________________ must be closely coordinated for maximum campaign effectiveness.
Price Bundling
____________can promote the sales of products consumers might not otherwise buy, but the combined price must be low enough to get them to buy the package.
Marketing logistics
addresses not only outbound logistics, but also inbound and reverse logistics
segmented pricing
another price adjustment strategy is __________, where the company sells a product at two or more prices to accommodate different customers, product forms, locations, or times.
meaning customers see in the price change
buyer reactions to price changes are influenced by the _______
pricing structure
companies design a ________ that covers all their products
rebates, coupons, price packs, and samples
promotional tools offered to consumers include ______
more targeted, social, and engaging marketing communications model
the new digital and social media have given birth to a ______
integrated marketing communications (IMC)
to prevent creating a communications hodgepodge, companies are adopting the concept of ______________________.
face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing
traditional direct marketing tools include______
Warehousing, inventory management, transportation, and logistics information management
what are the 4 major functions of marketing logistics?
Territorial, product, customer, and complex
what are the 4 sales force structures a company can use?
prospecting and qualifying
what is the 1st step in the personal selling process
it is convenient, easy, and private
which of the following is a benefit of direct and digital marketing for buyers?
Channel Design
______________ begins with assessing customer channel service needs and company channel objectives and constraints.