Marketing Unit 3

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as

Comparative

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is

Personal Selling

The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of

Salespeople

When a company promotes its position on a public issue, this is specifically referred to as ____ advertising.

advocacy

The focus of personal selling is shifting from selling a specific product to

building long term relationships

A sharing of meaning defines

communication

Product placement in television shows is becoming increasingly important due to

consumers' greater ability to screen advertisements.

Mass media is used more frequently today than in the past.

false

Most marketers depend on one-sale customers for long-run survival.

false

Public relations, unlike advertising, is not particularly useful for promoting an organization's image.

false

For communication to occur, both the sender and receiver of information must

have a common understanding of the meaning of symbols, words, and pictures used to transmit information.

______ advertising supports organizational images, ideas, and political issues while ______ advertising touts the uses, features, and benefits of goods and services.

institutional, product

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications

The target audience for an advertising campaign is the

people toward whom the advertisements are directed.

Advertising, personal selling, sales promotion, and public relations are called

promotion mix ingredients

Malik works for F1 where his responsibilities include maintaining favorable relationships between the organization and its stakeholders. Malik is most likely employed in

public relations

Which of the following involves building mutually beneficial long-term associations with a business customer through regular communications over prolonged periods of time?

relationship

When McDonald's uses a 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 cost of ____ is usually substantially lower than the cost of ____.

stimulating primary demand; stimulating selective demand

The step of the personal selling process in which a salesperson contacts a potential customer is called

the approach

Reinforcement advertising is primarily targeted at

the current users of a particular product

A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during

the pre approach

Developing a list of potential customers is called prospecting.

true

Native advertising is called "native" because it is meant to resemble the content itself.

true

Personal selling is generally the most expensive element in the promotion mix.

true