mkt 300 exam 4

the fact that customers may buy "forward," or buy large amounts that keep them supplied for many months, is a drawback of __________________

buying allowance

when ASICS gives a portion of its profits to prostate cancer research for every pair of blue-themed Gel-Cumulus shoes sold, it is engaging in ____________________

cause related-marketing

_________________, ____________________, and ____________________ are forms of competitive advertising.

comparative, reminder, reinforcement

when Coach agrees to pay Dillard's a certain proportion of the cost of providing television advertising and Sunday newspaper sales fliers emphasizing Coach purses, Coach is offering ________________

cooperative advertising

________________ is the percentage of customers that stop using a product in a specific time period

customer churn rate

a television advertisement for Miracle-Gro lawn fertilizer indicates that the product is available at Home Depot and Lowe's. this form of sales promotion is called a(n) _______________________

dealer listing

by promoting the fact that avocados are good for you and can be used to make tasty snacks, the California Avocado Grower's Exchange attempted to stimulate __________________

demand for their product

after the advertising budget is determined, the next step in creating an advertising campaign is ___________________

developing the media plan

the increase in __________________ is helping to reduce the cost of advertising for marketers and making advertising more frequent in mobile games and social media

digital technology/media

a schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as ________________

flighting

Amy's Ice Cream offers its customer a stamp card that allows them to collect stamps for each purchase and then receive a free ice cream after they have filled an entire card with stamps. this is an example of a ___________________

frequent user incentive

recognition and recall tests are posttest methods based on ____________

how well consumers remember advertising

the Subaru Outback "Where the Heart Is" ad we watched in Chapter 16 is an example of ____________________ advertising

institutional

Pioneer advertising is most appropriate during the ______________________ stage of the product life cycle

introductory

the stage of personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called _______________________

making the presentation

anything that reduces the accuracy and clarity of communication is called ______________

noise

the two major types of product advertising are ________________ and _____________

pioneer competitive

as we discussed in the Chapter 13 lecture, the Dunkin Donuts gift card is an example of ___________________ utility created by marketing channels

possession

_______________ are items offered free or at minimal cost as a bonus for purchasing a product

premiums

a major benefit of using event sponsorship is that it ___________________

raises brand exposure and awareness

Sofia is driving to work on I-95 and notices a billboard for new salads at Wendy's. she reads the message and sees the pictures of the new salads. in this case, Sofia is the __________________ and Wendy's is the _______________ of this communication

receiver source

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ________________ advertising

reinforcement

a support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a(n) ______________________

technical salespeople

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 preapproach

during the personal selling process, a salesperson, if possible, should handle objections when _____________________

they arise