small bus ch. 9-11
relies on cust telling about a service or product of a business and adds creditability.
Which of the following statements about viral marketing are correct?
should use the AIDA formula, bus' contact information included at end and is centerpiece of bus profile kit
Which of the following statements about press releases are correct?
refers to articles, videos/ blogs that help promote firm's products/ services and a variation of native advertising.
In the context of incentive media, which of the following are true of sponsored content?
mkting
______ research is the systematic collection and interpretation of data to support future marketing decisions.
sheltered workshop
a nonprofit organization or institution that provides business services by using workers who have disabilities or who are rehabilitated.
press release
written announcement intended to draw news media attention to a specific event.
media content
A document that details the specifics of a firm's marketing efforts including its goals, target audiences, distribution channels, and analytics across all the different types of marketing efforts the firm will attempt is called a ______ strategy plan.
a form of paid ad editorial-like articles and published in mass media.
Which of the following statements are true about advertorials?
native ad
_____ are forms of ads inserted into the regular flow of noncommercial web pages so that it appears to belong to the page.
Guerrilla
______ marketing is the use of creative and relatively inexpensive ways to reach your customers.
Finding unbiased, reported fairly, and reputable data
Which of the following is a challenge in secondary research?
price lining
3 levels: a bare bones, midrange, and high-end with the bells and whistles, Each product has a different level of quality or number of features, pricing strategy attempts to appeal to several different markets and budgets.
external
An estimation of what a price should be based on information external to a consumer is called an ______ reference price.
Customer vector reports
Classify information by customer or customer groups based on purchases or dates of purchase
retention
Customer ______ are the techniques that focus on efforts to promote satisfaction with and interest in a firm.
exporting without using intermediaries
Direct exporting is
user review sites
Online sites where a firm's customers can post their opinions, rating, and experiences about the firm's products or services for others to see are called
At a client's location
Organizing of services into a rotating schedule
where bus has its own brand page on different social media platforms
The overlap between owned media and shared media in the PESO model is an important part of the media strategy of any small business because _____.
Brand Ambassadors
or spokespersons, are those who represent a firm, product, or service to others to increase awareness, sales, and positive attitudes about the firm among the public.
virtuous cycle
represents situations where one good turn invites another one from someone else.
Sales outcome reports
Sum up issues around actual sales
false
True or false: Unlike products, services do not go through the four stages of the life cycle—introduction, growth, maturity, and decline.
succinct
A ______ message is the key point in as few and as memorable words as possible.
bus profile kit
A media kit that a firm creates for itself to distinguish it from the media kits of other companies is called a
At a mutually accessible location
Specialized equipment that cannot be readily transported
Sales process reports
Summarize data based on the position of customers in a sales process
helps in deciding how to operate critical aspects of mkting and to track/id products of low quality
In the context of customer relationship management, which of the following are ways in which reports generated during data analysis help firms?
lead generation
The promotional technique of obtaining prospective customers through paid and unpaid efforts to obtain contact information from people with the plan to send these prospects advertisements or other messages in hopes of getting them to become customers is called
Many people are skeptical and Public relations are things a firm does to help create a favorable opinion
Which of the following are true of public relations?
production line and process layout
Which of the following layout formats are used for manufacturing operations?
Investors and Special-interest groups
In the context of public relations, which of the following are examples of important stakeholders in a business who get a favorable opinion about the business from different forms of publicity?
At a remote location
Infrequent face-to-face meetings with a client
optimum price
The ______ is the highest price that will produce a desired level of sales in an intended market.
Press relations
______ are activities used to establish and promote a favorable opinion by the media.
Key performance indicators and Publishing procedures
Which of the following components are included in a firm's media content strategy plan?
the name for keeping customers, focuses on satisfying customers after the sale, handling problems after the sale, customer relationship management, and growing customer sales.
Which of the following statements about customer retention are correct?
unusual and nearly free, fairly new, key to capture the cust attention.
Which of the following statements about guerrilla marketing are correct?
has visual impact and lays out a store in sections with aisles
In the context of traditional layouts for retail operations, which of the following are true of the free-form layout?
price that ends with a 9, 7, or 5, customers positively react to odd prices, cust believes products w/ odd number cost less.
Which of the following statements about odd-even pricing are correct?
thru media, activities that attempt to influence/increase media and can be targeted to the gen public/ specific groups.
Which of the following statements about press relations are correct?
more innovative a product, slower the sales, high marketing cost to gain cust awareness, Not all products survive the introduction phase
Which of the following statements about the business cycle's introduction stage are correct?
include samples of firm's products, and target market-specific statistics and gen built around new press releases
Which of the following statements are true about business profile kits?
direct mail
______ is a method of selling in which catalogs, brochures, and other pieces of marketing materials are mailed directly to customers.
captive pricing
______ is a strategy where the price for an item is relatively low and then charging much higher prices for the expendables it uses.
viral
______ marketing is any electronic equivalent of word-of-mouth advertising, in which the advertiser's message spreads quickly and widely via email, website, blogs, and other online tools.
price skimming
______ is setting a price at the highest level the market will bear.
contract manfct
______ is an existing firm with the correct manufacturing capabilities that makes products for other businesses.