MGMT Chapter 16 LearnSmart

Which of the following qualifies as advertising?

- a paid television informercial - e-mail from Starbucks about its new store in the area

New communication channels marketers should be aware of include:

- blogs - e-mail promotions - mobile promotions

Global advertising may not be successful because each country has its own:

- buying habits - language - culture

Which of the following are examples of word-of-mouth marketing vehicles used by companies today

- cash incentives for referrals - Amazon's product rating

Television advertising is

- desirable but expensive and costly to produce ads

An advantage of global advertising is saving money. However, global advertising can have serious disadvantages such as:

- different buying habits in many countries - difficulties creating one message for different cultures - language and culture differences

In addition to suing traditional marketing tools, newer media being used for promotion today include:

- e-mail promotions - social networking

technology like chat rooms, online video, and other interactive promotion tools have customers to greatly improve customer communication allows them to:

- examine goods and services - ask questions of salespeople - talk to each other

Which of the following are examples of following are examples of follow-up activities?

- handling customer complaints - answering customer questions - quickly supplying what the customer wants

Match the public relations step with its definition Listen to the public Change policies and procedures Inform people you're responsive to their needs

- has good marketing research to evaluate public attitudes - Creating programs and practices in the publics best interest - You have to tell the public about your programs

Disadvantages of advertising Television Radio Direct Mail Mobile Advertising

- high costs, short exposure time, takes time to prepare - Depends on only one sense; short exposure time - High costs; consumers may reject as junk, must conform to post office regulations - easy to ignore, avoid

Which of the following are reasons why marketers choose radio advertising?

- its less expensive than TV advertising - it is effective for selling services that people don't usually read about

Salespeople prepare for presentations by:

- knowing the benefits of their offering - tailoring the presentation to the customer's wants - gathering testimonials

Disadvantages of publicity

- media might not cover the story - media can alter the story - no control by marketers

Which of the following tools are used by marketers to promote products

- personal selling - public relations - advertising

Examples of viral marketing

- posts on a blog - sharing with others through mail - word of mouth endorsements

Infomercials are useful products that:

- require much explanation - are hard to sell - require testimonials

Example of event planning

- sponsoring a high school basketball tournament or a rock concert

Which of the following exemplify sales promotion through sampling?

- supermarket taste test - car dealer test drives - scratch and sniff magazine inserts

Which of the following is work-of-mouth promotion

- telling people through the Internet about a product you've purchased - People sharing clever commercial with the people

Social Media has become a useful way for firms to:

- test ads before airing them - listen to consumers reasons for liking them or not - check how many times a message is reviewed

Salespeople use the Internet, laptops, fax machines, and other technologies to help customers because the benefit of personal selling is:

- the ability to do a follow-up - helping clients complete a transaction

Which of the following are examples of personal selling

- the sale of a house or a car

Which of the following are characteristics of advertising?

- uses various media - Non-personal Communication

Promotional campaign

1. Identify a target market 2. Define the objectives for each element in the promotion mix 3. determine a promotional budget 4. Develop a unifying message 5. Implement the plan 6. Evaluate effectiveness

Steps of a good public relations program

1.listen to the public 2. change policies and procedures 3. Inform people you're responsive to their needs

Which of the following are examples of internal sales promotion in a college setting?

Faculty teaching awards

Sales training is a important example of:

Internal sales promotion

Which of the following exhibits the least effective way to approach a customer during the formal approach step in B2C sales?

May I help you?

Why do local businesses prefer advertising in newspaper, radio, and the yellow pages?

Most local businesses target s small area that can be efficiently reached through local advertising outlets

______ consists of all the techniques sellers use to motivate people to buy their products

Promotion

Which of the following exemplifies product promotion to consumers

Rebates Coupons

_____ must know the product and competitors products throughly

Salespersons

Despite the growth of alternative promotional tools, such as mobile and internet advertising, _____ is still a dominant medium

TV advertising

Which of the following is considered to be the primary advantage of online advertising?

The company can gather more information about the customer

Which of the following online applications might be considered word-of-mouth vehicles in marketing today?

Twitter Facebook Blogs

The public relations departments in many organizations is becoming more important because marketers are looking for alternatives to expensive

advertising

Which of the following are possible components of a push strategy

advertising personal selling sales promotion

Integrated marketing communication(IMC) combines ____ into one comprehensive, unified promotional strategy

all the promotional tools

A salesperson who has anticipated customer doubt about a product and formulated proper responses is ready for the ____ _____ stage of the selling process

answer objectives

Using a referral or calling on a customer without prior notice to determine interest in the product:

approaching

An online diary that looks like a web-page but is easier to create and update by posting text, photos, or links to other sites is known as a _____

blog

Blogging can be a strong promotional tool, especially for ____, because of its low costs

booksellers movie companies

After a salesperson has answered questions and objections, the next step in the sales process is to:

close the sale

A type of software product that helps establish long-term relationships with customers is known as:

customer relationship management

Viral marketing is a promotional tool that relies on ____ to say positive things about a product or company, which helps promote a particular product, brand, or company

customers

When marketers promote products to _____ and dealers they implement sales promotion to intermediaries

distributors

A major retailer sending out a monthly e-mail highlighting its current sales promotions in an example of _______

e-mail promotion

Sponsoring rock concerts or attending events to promote is _____ _______

event marketing

A _____ _____ campaign does not always recognize specific cultural differences from on region to another

global advertising

Consumers benefit from advertising because it provides _____ about product features and prices

information

A hour-long show devoted entirely to advertising a new grill would be considered an ______

informercial

When a product is hard to sell, it requires testimonials, demonstrations and graphics which lends itself to employing the use of _____ as a promotional strategy

informercial

Direct transitions of slogans and product names from one _____ to another often misrepresent a product?

language

When marketers target future buyers with sampling, coupons, rebates while using publicity to target all customers in a particular region, they are exhibiting

management of the promotion mix

In an interactive promotion buyers and sellers work together to create ____ exchange relationships

mutually beneficial

Television offers many advantages for ______ advertisers, although it is expensive

national

Gathering testimonials when preparing for sales presentation can be helpful in overcoming customer

objections

When answering_____, a salesperson should think of questions as opportunities for creating better relationships rather than challenges

objections

A means of distributing audio and video programs via the Internet that lets users subscribe to a number of files, feeds, and the hear or view the material at the time their choose is known as _____

podcasting (YouTube)

Retail salespeople do not usually have to go through the ____ step in the selling process

pre approach

A salesperson who is explaining the benefits of a product and attempting to match the value package to customers needs is in the ___ stage of the selling process

presentation

The _____ phase is a great time to use testimonials showing potential buyers that they are joining leaders in other firms who are using the product

presentation

During the airing of a major sitcom the actors eat a popular cereal for breakfast, this type of advertising is known as:

product placement

The internet serves to assist interactive _____ of products which aids firms in establishing relationships with customers

promotion

The combination of promotional tools an organization uses is known as the _____ ____

promotional mix

When a salesperson first identifies a potential buyer, the salesperson is ______

prospecting

The management function that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is known as:

public relations

A negative story can circulate against a firms wishes which is considered a disadvantage of:

publicity

Any information about an individual, a product, or an organization that is distributed to the public through the media and that's not paid for or controlled by the seller is known as ______

publicity

Suppose you want to introduce your stores, to customers, but you have little money to promote it. Having a press conference to announce your grand opening could get broadcasters to provide some ________

publicity

______ is free and tends to reach people who might not see a targeted ad

publicity

Customers going to stores asking for a specific product could be the result of a successful _____ strategy

pull

If a producer's use of coupons in a _____ strategy is successful, then consumers will go to the store and request the products

pull

When a salesperson takes the time to make sure the selected customers actually need the products and have willingness and authority to buy, he is in the ____ step of the selling process

qualifying

When marketers advertise on an online search engine such as Google or Yahoo, they can:

reach the people they most want to reach

A marketer trying to stimulate consumer purchasing and dealer interest by means of short-term activities is likely to use ____ ____ as an incentive

sales promotion

Customers will pay more attention to ______ ______ such as free samples and coupons during economic crisis because they save money

sales promotion

When marketers use samples, coupons, cents-off deals, displays, premiums, or rebates as _______ ______ tools, they are promoting to customers

sales promotion

A promotional tool in which a company lets consumers have a small sample of a product for no charge is known as ______

sampling

If a push stagey is successful, then consumers are more likely to find out about a new product after:

seeing it in stores

The face-to-face presentation and promotion of goods and services is known as personal _____

selling

Product placement is designed to _____-

subtly advertise products

In the US, the greatest amount of money spent on advertising is on:

television

During a sales presentation, the question "When would be the best time to train your staff to use the new software?" is an example of a ______ ______

trial close

A nonprofit organization looking to increase charitable donations will:

use promotional techniques similar to those used by businesses

A prospect will have the:

willingness to listen to a sales message authority to buy a product means to buy a product

Discussions about products on Web 2.0 social networking sites like Twitter or on company online forums are examples of _____ sales promotion

word-of-mouth