Marketing Final

Main forms of online advertisement

-Banner ads -Search Related -Display ads

4 types of ads

-Information -Promotion -Contact -Matching -Negotiation

What are issues with the direct marketing industry?

-Security: phishing, scams, etc.

Examples of PR

-news: finding favorable news about the company/product -written materials: annual reports, brochures, magazines, etc -Audiovisual materials: DVD's, online videos, -Corporate Identity: logo, signs, stationary, company cars, buildings, uniforms, etc -Public goodwill: contributing money and time to public service activities

7 Steps in Sales Force Management

1. Designing sales force strategy and structure 2. Recruiting and selecting salespeople 3. Training salespeople 4. Compensating salespeople 5. Supervising salespeople 6. Evaluating salespeople 7. Follow Up

How to Enter a foreign market

1. Exporting (easiest, least profitable) 2. Joint-venturing 3. Direct Investment (riskiest but most profit)

4 Types of Joint Venturing

1. Licensing 2. Contract Manufacturing 3. Management Contracting 4. Joint Ownership

What are the four elements of a compensation plan for salespeople?

A fixed amount, a variable amount, expenses, and fringe benefits

What is licensing?

A simple way for a manufacturer to enter international marketing (another word for franchise).

Promotional Mix

Advertising, sales promotion, personal selling, public relations, and direct and digital marketing

Sustainable Marketing

Calls for socially and environmentally responsible actions that meet the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

In which of the following steps of the selling process does a salesperson ask a buyer for an order?

Closing

________ is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers

Consumerism

A _______ is made up of one or more independent producers, wholesalers, retailers, and consumers

Conventional distribution channel

Promotional tools offered to consumers include____________

Coupons, premiums, contests, sweepstakes, samples, and rebates

Enlightened marketing calls for building long-run consumer engagement, loyalty, and relationships by continually improving benefits consumers receive from the firm's market offering. This is related to _______, one of the five sustainable marketing principles

Customer value marketing

___________ includes practices such as misrepresenting the product's features or performance or luring customers to the store for a bargain that is out of stock

Deceptive PROMOTION

In the Home Shopping Network video they were a pioneer in which area?

Direct Response

Which promotional tool engages directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?

Direct and Digital Marketing

Which form of marketing communication involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?

Direct and digital

Which Technology could one day make the entire supply chain intelligent and automated?

Electronic data interchange

According to the text, ________ is perhaps the biggest advantage of social media

Engagement and social sharing capabilities

Opposite to intense distribution?

Exclusive Distribution

Similar consumer needs around the world suggest that a strategy of adapted global marketing is appropriate for most international firms (T/F)

False

What type of business was MyGym?

Franchise

Direct Marketing Channel

Has no intermediary levels-the company sells directly to the consumer. ex: selling products solely through home sale parties, or online web sites.

Insurance, real estate, and used cars salespeople are trained to deliver smooth, canned talks to entice purchases. This is known as________

High-pressure selling

Occurs among firms at the same level of the channel

Horizontal Conflict

What form of advertising would you use for a new product?

Informative

Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, trucks signage, website, and business cards. Which technique is being used by Lush Lawns to promote its business?

Integrated marketing communications

Distribution strategy for convenience products?

Intense distribution

Producers of convenience typically use ____________ distribution

Intensive

According to the text, what is perhaps the toughest public policy issue now confronting the direct marketing industry?

Invasion of privacy

Joint Venture

Joining with foreign companies to produce or market products or services

__________ is a method of entering a foreign market by associating with foreign companies to produce or market products or services

Joint venturing

What are multiple channels of marketing called?

Omni-channel

A type of identity theft that uses deceptive emails and fraudulent online sites to fool users into divulging their personal data

Phishing

In which step of the selling process does a salesperson or company identify qualified potential customers?

Pre-approach

Which of the following statements is true regarding the selection of qualified channel members?

Producers vary in their ability to attract qualified marketing intermediaries

Specific promotional tools used in _________ include press releases, sponsorships, events, and web pages

Public relations

__________ advertising is utilized most often by mature, well-known brands

Reminder

__________ refers to the activities involved in selling products or services directly to final consumers for their personal, nonbusiness use

Retailing

Which wholesaler channel function is demonstrated when a wholesaler's sales force helps a manufacturer reach many small customers at a low cost?

Selling and Promoting

The ______ concept specifically focuses on the future welfare of customers, but not on future company needs

Societal marketing

Retailers must decide on three major product variables: product assortment, services mix, and ____________

Store atmosphere

The ______ concept focuses on the future welfare of consumers and future company needs

Sustainable marketing

Which of the following is an impact of the Great Recession on retailing trends?

Tighter consumer spending patterns

Corporate marketing ethics policies should most likely address distributor relations, advertising standards, customer service, pricing development, and general ethical standards (T/F)

True

Satisfying consumers' immediate needs and desires does not always serve the future best interests of either customers or the business (T/F)

True

Which of the following statements is true regarding marketing channels and channel intermediaries?

Using marketing channel intermediaries means producers give up some control over how and to whom they sell their products

Between different levels of the same channel (more common)

Vertical Conflict

What is included in online marketing?

Web sites, online advertising and promotions, email marketing, online video, and blogs.

_________ Includes all the activities involved in selling goods and services to those buying them for resale or business use

Wholesaling

Because written codes and ethics programs do not ensure ethical behavior, ethics and social responsibility require____________

a total corporate commitment

Jeff Barkins is a conscientious marketing manager. Sometimes, Jeff and his staff are unclear what decisions to make when faced with moral dilemmas. Jeff and other managers could create broad guidelines that everyone in the organization must follow in the form of a __________

corporate marketing ethics policy

The simplest way to enter a foreign market is through______

exporting

The sales force sells products by engaging customers, presenting its offerings, answering objections, negotiating prices and terms, closing sales, servicing accounts, and ___________

maintaining account relationships

Mobile Marketing

marketing messages, promotions, or other marketing content delivered to on-the-go consumers through their mobile devices.

Forms of digital and social media marketing include__________

online marketing, social media marketing, and mobile marketing

A tax on imported product designed to raise revenue or protect domestic firms is referred to as a___________

tariff

Viral marketing

the digital version of word-of-mouth marketing, involves creating videos, ads, and other marketing content that are so infectious that customers will seek them out or pass them along to their friends

Compared to adapted global marketing, standardized global marketing _________

uses the same marketing mix worldwide