Marketing test 3

Spurred by the surge in Internet usage and​ buying, and by rapid advances in​ ________, ________ has undergone a dramatic transformation.

digital​ technologies; direct marketing

Which of the following statements about retailer marketing decisions is​ correct?

Retailers face three major marketing​ decisions: segmentation and​ targeting, store differentiation and​ positioning, and the retail marketing mix.

What are the three major forms of digital direct​ marketing?

Online​ marketing, social media​ marketing, and mobile marketing

What is​ omni-channel retailing?

Creating a seamless​ cross-channel buying experience that integrates​ in-store, online, and mobile shopping

Marketers use mobile marketing to engage customers​ anywhere, anytime during the​ _____________________.

buying and​ relationship-building processes

Which of the following statements regarding sales promotions is​ correct?

In the current​ economy, consumers have become more deal oriented.

Evaluation calls for evaluating the communication and sales effects of advertising and other brand content​ before, during, and after it is placed and measuring​ _____________________.

advertising return on investment

Which of the following statements about personal selling is​ correct?

Many customers are unable to distinguish the salesperson from the company.

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?

Mobile marketing

What are the five product mix pricing​ situations?

Product line​ pricing, optional-product​ pricing, captive-product​ pricing, by-product​ pricing, and product bundle pricing

Retailers must decide on which three major product​ variables?

Product​ assortment, services​ mix, and store atmosphere

What are the four important decisions made when developing an advertising​ program? List them in order.

Setting advertising​ objectives, setting the advertising​ budget, developing advertising​ strategy, and evaluating advertising effectiveness

​______________ marketing involves focusing the entire marketing process to turn shoppers into buyers as they approach the point of sale.

Shopper

Which of the following statements is true regarding social media​ marketing?

Social media can be used for​ real-time marketing.

What are the four characteristics used to classify​ retailers?

The amount of service they​ offer, the breadth and depth of their product​ lines, the relative prices they​ charge, and how they are organized

Retail stores come in all shapes and​ sizes, and new retail types keep emerging. Store retailers can be classified by the​ ______________.

amount of​ service, product line​ sold, and relative prices

​________ selling requires listening to​ customers, understanding their​ needs, and carefully coordinating the whole​ company's efforts to create lasting relationships based on customer value.

Value

​Value-based pricing begins with analyzing​ ___________.

consumer needs and value​ perceptions, and the price is set to match perceived value

Depending on the type of​ promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These include ​__​____________.

consumer promotion tools​, trade promotion tools or business promotion tools

Sales promotion campaigns call for setting sales promotion objectives. In​ general, sales promotions should be ​________.

consumer relationship building

Social media has many​ pluses, but on the down​ side, ________. This makes social media difficult for marketers to control.

consumers control social media content

Which of the following is a benefit of direct and digital marketing for​ buyers?

convenient, easy, private

The Internet and digital age have given marketers a whole new way to​ ____________.

create customer​ value, engage customers and build customer relationships

For​ sellers, direct and digital marketing are powerful tools for building​ ________ and​ ________________.

customer​ engagement; close,​ personalized, interactive customer relationships

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

Online advertising has become a major promotional medium. The main forms of online advertising are​ _____________________.

display ads and​ search-related ads

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.

effective in achieving certain marketing objectives

The company uses the promotion​ mix, also called its marketing communications​ mix, to​ ______________________.

engage​ customers, persuasively communicate customer​ value, and build customer relationships

With companies becoming more​ market-oriented, the sales force plays a key role in​ ________ and​ __________________________.

engaging​ customer; developing and managing profitable customer relationships

Companies use mobile marketing to stimulate immediate buying and make shopping​ easier, but it can also​ __________________.

enrich the brand experience

Direct marketing is also​ ________, allowing buyers to create exactly the configuration of​ information, products, or services buyers desire and then order them on the spot.

immediate and interactive

These​ days, shopper marketing influences​ consumers' buying decisions and calls for​ omni-channel retailing, creating a seamless​ cross-channel buying experience that​ _____________________________ shopping.

integrates​ in-store, online, and mobile

Personal selling can be very effective in complex selling situations because it involves​ ________ interactions and engagement between salespeople and individual customers.

interpersonal

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

invasion of privacy

For most​ companies, digital and social media marketing will remain​ ________ to the marketplace that works alongside other approaches in a​ ________.

just one important​ approach; fully integrated marketing mix

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

Which of the following statements is true regarding traditional direct marketing​ forms?

marketers use outbound and inbound telemarketing

The three major groups of wholesalers are​ ________.

merchant​ wholesalers, brokers and​ agents, and​ manufacturers' and​ retailers' branches and offices

​_____________________ must be closely coordinated for maximum campaign effectiveness.

message and media decisions

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​ ________.

more restrictive state and federal legislation

In most​ cases, the company is not simply seeking a sale.​ Rather, it wants to engage the customer over the long haul in a​ ________.

mutually profitable relationship

The​ ________ are providing salespeople with powerful tools for identifying and learning about​ prospects, engaging​ customers, creating customer​ value, closing​ sales, and nurturing customer relationships.

new digital technologies

New major trends and developments in retailing include​ ___________________.

new retail​ forms, shortening retail life cycles and retail convergence

​Websites, online advertising and​ promotions, e-mail​ marketing, online​ video, and blogs are all forms of​ ________ marketing.

online

​________ refers to marketing via the Internet using company​ websites, online advertising and​ promotions, email​ marketing, online video and blogs.

online marketing

In developing advertising​ strategies, marketers must make decisions regarding​ ___________________.

organizing the advertising​ function; adaptation to international markets

​Today, many retailers are banding together in corporate and contractual retail​ organizations, which include corporate​ chains, voluntary​ chains, _________________.

retailer cooperatives and franchise organizations

There are several types of product mix pricing​ situations, which include​ ______________, by-product pricing and product bundle pricing.

product line​ pricing, optional-product​ pricing, captive-product pricing

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​ _______________.

product mix, total product mix

Personal selling involves a​ multiple-step process. The first step includes​ ______________ and the last step is​ _______________________.

prospecting and​ qualifying; follow-up

Pricing is difficult because the various products have​ ______________ and​ _________________________.

related demand and​ costs; face different degrees of competition

Like​ retailers, wholesalers must​ _____________________________.

segment and target​ carefully, differentiate, and position themselves effectively

Retailers always search for new marketing strategies to attract and hold customers. The major marketing decisions they face are​ _______________________.

segmentation and​ targeting, store differentiation and​ positioning, and the retail marketing mix

After sales promotion campaign objectives are​ set, the next steps are​ ________, __________, and then​ __________________________.

selecting​ tools; developing and implementing the sales promotion program

The​ fastest-growing sales trend is the explosion in​ ________, which is using​ online, mobile and social media in selling.

social selling

Strong relationships with the salesperson will result in​ ________.

strong relationships with the company and its products

Guided by​ ___________________, retailers must decide on a retail marketing mixlong dash—product and services​ assortment, price,​ promotion, and place.

strong targeting and positioning

Major retail trends and developments include the rise of​ megaretailers, rapid growth of​ direct, online,​ mobile, and social media retailing. Other trends include​ __________________.

the growing importance of retail​ technology, surge in green retailing and global expansion of major retailers

External pricing considerations include​ ________________________________ such as the​ economy, reseller​ needs, and government actions.

the nature of the market and demand and environmental factors

Progressive wholesalers constantly watch for better ways to meet the changing needs of​ _________________.

their suppliers and target customers

Other internal factors that influence pricing decisions include​ ____________.

the​ company's overall marketing​ strategy, objectives, and marketing​ mix, as well as organizational considerations

Internal factors that affect pricing include​ ________.

the​ company's overall marketing​ strategy, objectives, marketing​ mix, and other organizational considerations.

Advertising​ decision-making involves decisions about​ ________________________.

the​ objectives, the​ budget, the​ message, the​ media, and the evaluation of results

Although the​ fast-growing digital marketing tools have grabbed most of the headlines​ lately, ________ are very much alive and still heavily used.

traditional direct marketing tools

The main forms of direct and digital marketing are​ ______________________.

traditional direct marketing tools and the new digital marketing tools

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​ _______.

viral marketing

Marketers should work to measure the returns on their sales promotion investments. What is the most common time to perform the​ evaluation?

​Before, during and after a promotion

What are the four sales force structures a company can​ use?

​Territorial, product,​ customer, and complex

Retailers use various combinations of the five promotion​ tools, which include​ _____________________ to reach consumers.

​advertising, personal​ selling, sales​ promotion, PR, and direct marketing

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.

​captive-product

Traditional direct marketing tools include​ ________.

​face-to-face selling,​ direct-mail marketing, catalog​ marketing, telemarketing,​ direct-response television​ marketing, and kiosk marketing

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.

​omni-channel

​Ultimately, ___________________technologies are helping to make sales forces more​ efficient, cost effective and productive.

​online, mobile and social media

A dazzling new set of direct digital marketing tools has burst onto the marketing​ scene, including​ ____________________.

​online, social media marketing and mobile marketing

Customers weigh the price of a product against the perceived values of using the product. Companies must understand concepts like​ _______ and​ ________.

​price-demand relationship; consumer sensitivity to prices

Promotional tools offered to consumers include​ ________.

​rebates, coupons, price​ packs, and samples

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.

​transaction-oriented

Closing a sale with a particular customer is a​ short-term ________​ orientation, but the selling process must also take a​ ________ orientation and look at the long term.

​transactional; relationship