MARKETINGFINALL

the party sending the message to another party

is the SENDER

Preapproach is the sales step in which a salesperson __________.

learns as much as possible about a prospective customer before making a sales call

Which budgeting method develops the promotion budget by 1) defining specific promotion objectives, 2) determining the tasks needed to achieve these objectives, and 3) estimating the costs of performing these tasks?

objective and task method

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

omni-channel retailing

Outside sales force (field sales force) are salespeople who travel to call on customers in the field.

outside sales force

The __________ method sets the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.

percentage of sales method

__________ is a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.

personal selling

branded community website

presents brand content that engages consumers and creates customer community around a brand

QUESTION REVIEWING 1 OF 3 The selling process can best be described as __________.

prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up

prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up

selling process

QUESTION REVIEWING 5 OF 6 Promotion mix is best defined as the __________.

specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships

Handling objections stage

Handling objections is the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying.

what is internet fraud?

A broad category that encompasses identity theft and financial scams

WHAT IS A PULL STRATEGY

A promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

ADVERTISING

__________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

ADVERTISING

DIGITAL MOBILE AND SOCIAL MEDIA

ARE AN ADVANTAGE OF HIGH SELECTIVITY

What is the approach stage?

Approach is the sales step in which a salesperson meets the customer for the first time.

which describes public relations

Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Which of the following describes the compelling "big idea" that will bring an advertising message strategy to life in a distinctive and memorable way?

CREATIVE CONCEPT

High audience selectivity is an advantage of ________.

DIRECT MAIL

An advantage of newspapers as an advertising medium is ________.

FLEXIBILITY

WHAT IS LIMITATION OF TELEVISION

HIGH ABSOLUTE COST

Long ad purchase lead time

IS A LIMITATION OF MAGAZINES

WHAT IS INFORMATIVE ADVERTISING

Informative advertising is used when introducing a new productcategory to build primary demand.

QUESTION REVIEWING 3 OF 4 High geographic and demographic selectivity is an advantage of __________.

MAGAZINES

Which of the following describes nonpersonal communication channels

Media that carry messages without personal contact or feedback, including major media, atmospheres, and events

________ involves presentations by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships.

PERSONAL SELLING

building and maintaining relationships with legislators and government officials to influence legislation and regulation

PR DEPARTMENT FUNCTIONS ONE BEING LOBBYING

PR departments may perform many functions, including ________, which is creating and placing newsworthy information in the media to attract attention to a person, product, or service.

PRESS RELATIONS

WHAT IS PRESS RELATIONS

Press relations is creating and placing newsworthy information in the news media to attract attention to a person, product, or service.

WHAT IS PERSONAL SELLING

QUESTION REVIEWING 1 OF 6 __________ is a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.

presentations by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships

QUESTION REVIEWING 2 OF 3 Personal selling is best defined as ________.

persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers

QUESTION REVIEWING 3 OF 3 Trade promotion is a sales promotion tool used to __________.

WHAT IS REMINDER ADVERTISING

Reminder advertising is important with mature products to help maintain customer relationships and keep customers thinking about the product.

Sales promotion is a short-term incentive to encourage the purchase or sale of a product or service.

SALES PROMOTION DISCOUNTS COUPONS DEMONSTRATION ETC

what is team selling

Team selling involves Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts.

wHAT IS TERRITORIAL SALES FORCE STRUCTURE

Territorial sales force structure: each salesperson is assigned an exclusive geographic area and sells the company's full line of products and services to all customers in that territory.

__________ is a sales promotion tool used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers.

Trade promotion

QUESTION REVIEWING 1 OF 3 Which of the following describes an advertising strategy?

Used for the accomplishment of a company's advertising goals

Public relations people prepare audiovisual materials, such as ________.

VIDEOS

what is integrated marketing strategy

Which term refers to carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products?

Direct-response television marketing

________ is marketing via television, including infomercials and interactive television advertising.

what is catalog marketing

__________ is direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.

Public relations people prepare written materials to reach and influence their target markets, including ________.

annual reports, brochures, articles, and company newsletters and magazines

The affordable method sets a promotion budget __________.

at the level management thinks the company can afford

THE ADVERTISING BUDGET IS

the dollars and other resources allocated to promote a product or a company

The digital version of word-of-mouth marketing, including videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends

viral marketing

__________ is an advantage of outdoor media.

HIGH REPEAT EXPOSURE

Closing stage is

Closing is the sales step in which a salesperson asks the customer for an order.

WHAT IS COMPARATIVE ADVERTISING

Comparative advertising is when a company compares its brand with other brands.

Product publicity is publicizing specific products.

PRODUCT PUBLICITY

Which term refers to the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships?

PROMOTION MIX

__________ is building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

PUBLIC RELATIONS

WHAT IS PERSONAL SELLING

Personal selling is the personal interaction by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships.

WHAT IS PERSUASIVE ADVERTISING

Persuasive advertising is important with increased competition to build selective demand.

Firms that sell products and services directly to final buyers via the Internet

etailers

Follow-up is the sales step in which a salesperson checks in with the customer after the sale to ensure customer satisfaction and repeat business.

follow up stage

Inside sales force are salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers.

inside sales force