test 4 isenberg test
Research shows that one referral is as valuable as
'12 cold calls
physical distribution
.Order processing, inventory management, materials handling, warehousing, and transportation are the activities that define___
Target market of a regional shopping center typically includes at least
150,000
A manufacturer has decided to improve its inventory management by maintaining low inventory levels and waiting to purchase materials until right before they are needed in production. This inventory management technique is called
Just-in-Time (JIT)
Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of
Promotion.
A manufacturer-owned operation that provides services usually associated with agents is a
Sales office.
integrated marketing communication
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact
MOST important to consider before determining the promotion mix ingredients
The size, geographic distribution, and demographic characteristics
When better market conditions prevail or when company growth occurs,
a company may suffer if it cut back the size of its sales force
A marketing channel is defined as
a group of individuals and organizations that directs the flow of products from producers to customers
Free merchandise is an example of
a trade sales promotion method.
After compiling a list of potential customers, a salesperson must evaluate whether each prospect is
able, willing, and authorized to buy the product
The basic issues or selling points that an advertiser wants to include in an advertising campaign is the
advertising platform
The primary difference between an agent and a broker
an agent represents a company on a permanent basis while a broker is employed temporarily
A retailer is ___
an organization that purchases products for the purpose of reselling them to ultimate consumers
Exterior and interior characteristics such as layout, displays, color, and lighting are all elements of a store's
atmospherics
A print or digital ad's headline is designed to
attract readers' attention and develop attention so that they will the entire advertisement
Without wholesalers and other intermediaries products would likely___
be more expensive due to the use of less efficient channel members
The focus of personal selling is shifting from selling a specific product to
building long-term relationships with customers
The coordination of all the activities involved with the flow and transformation of supplies, products, and information throughout the supply chain to the ultimate consumer is
called supply chain management.
A retail strategy of managing groups of similar, often substitutable products are produced by different manufacturers is called
category management
Marketing channel members are likely to experience misunderstandings, frustration, and poorly coordinated strategies as a result of
channel conflict caused by inefficient communication between channel members
A firm can identify changes in public opinion that affect it by
conducting environmental monitoring
Product placement in television show is becoming increasingly important due to
consumers' greater ability to screen, and fast forward through advertisements
Sales activities in the sales structure are divided into two categories:
current-customer sales and new business sales
Compared with other types of retailers, department stores compete mainly on the basis of
customer services
The three major types of nonstore retailing are:
direct marketing, direct selling and automatic vending
The major levels of intensity at which a company can choose to distribute its products are
exclusive, selective and intensive
Organizational buyers are especially partial to direct marketing channels when
expensive and/or complex equipment is involved.
The fianal stage of the selling process is
follow-up
Piggyback, fishyback and birdyback are terms usually associated with
gaining efficiency in shipping through containerization.
In an administered vertical marketing system (VMS), interorganizational relationships are achieved by
informal coordination
Because of the significant investment many companies have in the products they sell to customers, they must develop and maintain adequate varieties of products to meet their customers needs. This is called
inventory management.
Public Relations
is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders
A major benefit of using event sponsorship is that
it can provide large amounts of free media coverage
If a firm's promotional budget were extremely limited, it would more rely on personal selling as its main promotional tool because
it is easier to measure a salesperson's efforts on sales than advertising's effects on sales
Premiums
items offered free or a minimal cost as a bonus for purchasing a product
A salesperson will be better able to determine the prospect's specific needs by
listening carefully to questions and comments and watching reactions during the sales presentation
Location is important to a retailer because
location determines the trading area from which the store must draw its customers
Category killers compete primarily on the basis of
low prices and enormous product availability
The cost of retaining existing customers is usually substantially ___ than the cost of acquiring new customers
lower
A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and time, is a
media plan
In establishing sales promotion objectives, a marketer should always align objectives with the
organization's overall objectives
The target audience for an advertising campaign is the
people toward whom the advertisements are directed
Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called
personal selling
Warehousing
physical-distribution that involves design and operation of facilities for storing goods.
The two major types of product advertising are
pioneer and competitive
Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they are
potentially harmuful
The effectiveness of an advertising campaign can be measured before, during, and after the campaign through the use of
pretests, inquiries and post tests.
Advertising, personal selling, sales promotion, and public relations are called
promotion mix ingredients
The three general types of media schedules are
pulsing, continuous and flighting
In contrast to industrial products, consumer products are often ___
purchased because of social influences.
Companies are increasingly using multichannel distribution to
respond to changing consumer preferences to be able to buy a product wherever they desire.
A narrow product mix with a deep product line would most likely be carried by
specialty retailers
Frequent-user incentives are most likely to
stimulate customer loyalty
Manages should be careful to craft sales contest that support a
strong customer orientation as well as motivate salespeople
Convenience stores were developed in 1927 to
supply milk, eggs and other products for customers replenishing their iceboxes.
Reinforcement advertising is primarily targeted at
the current users of a particular product
When encoding the message, the source should___
use signs that have meanings that the target market will understand
Retailers that ell only to members and feature discount retailing combined with cash-and-carry wholesaling are called
warehouse clubs.
A benchmark statement should be included in advertising objectives because
without a reference point, it is difficult to determine to what degree objectives have been accomplished