ch 15-19 marketing
Which claims would be considered puffery? (Choose every correct answer.)
"World's Best Coffee." "Better Ingredients. Better Burgers."
What is a wholesaler?
A company that buys merchandise from manufacturers and resells it to retailers
Which statement about marketing channels is true?
A marketing channel may be a combination of a direct channel and an indirect channel.
What is "Built Ford Tough" an example of?
A unique feature positioning
The "think, feel, do" model for the mental stages a consumer goes through is more formally called the Blank______ model.
AIDA
There are a number of ways in which marketers can build top-of-mind brand awareness among consumers. Which of the following would NOT be an ideal strategy?
Adopting a generic look for the brand
What opportunities do niche media offer to advertisers? (Choose every correct answer.)
Appeal to people through direct mailers Appeal to people through ads on the home page of specific Internet sites
Which of the following are the responsibility of buyers?
Arranging joint promotions Negotiating prices
What actions must a salesperson take during a sales presentation? (Choose every correct answer.)
Ask questions. Carefully listen.
Which of the following are some reasons that professional selling can be a satisfying career? (Check all that apply.)
Autonomy Flexibility Independence
Sales can be a lucrative career. What perks are commonly included in sales compensation? (Choose every correct answer.)
Bonuses Company car
Which component of an ad is likely to contain the company logo?
Brand elements
Which part of an ad has the purpose of identifying the ad's sponsor?
Brand elements
What advantage does online shopping have over traditional store channels?
Broader selection
One of the reasons firms employ a selective distribution strategy is because they want to make sure only higher-end retailers receive their products in order to maintain their prestigious image. Which firms would use selective distribution to maintain prestige?
Burberry coats Coach purses and bags
What often results when channel members have opposing goals?
Channel conflict
Which of the following do manufacturers look at when choosing a retail partner?
Channel member characteristics The basic channel structure Where target customers expect to find their products
What word describes the duties of a salesperson who serves as an order getter, an order taker, and a sales support person?
Combination
Identify all components which may make up a salesperson's financial compensation? (Choose every correct answer.)
Commission Bonus Salary
Which firms benefit the most from hiring manufacturer's representatives? (Choose every correct answer.)
Companies expanding into new markets Smaller companies
What do customers generally do when their expectations are not met?
Complain
Which group is targeted by a pull strategy for sales promotion?
Consumers
What are some reasons that PR has become more influential? (Choose every correct answer.)
Consumers have become increasingly skeptical of marketing claims. PR is considered by many to be more credible than marketing.
Which aspect of the sales process is improved by the work of salespeople?
Convenience
What type of advertising occurs when a manufacturer and retailer work together to deliver an advertising message to the target market?
Cooperative
Which vertical marketing system gives complete power to the parent company?
Corporate
Strategic relationships rely on which of the following to succeed?
Credible commitments Mutual trust
For which factors can a salesperson be evaluated and rewarded? (Select all that apply.)
Customer service Overall monthly sales Building new business
In communication, what is the process by which the receiver interprets the sender's message?
Decoding
Which of the following are stages of the AIDA model?
Desire Interest Awareness
Strategic relationships are beneficial because they help members do which of the following?
Develop joint projects Take risks Accomplish goals
Which type of retailer might feature a medical clinic, curbside pickup for prescriptions, and possibly even a makeover or spa treatment?
Drugstore
Which of the following occurs in a conventional marketing channel?
Each channel member pursues its own objectives independently, with little care about other channel members.
What is the most important thing for sales managers to know about motivating salespeople?
Each person has a different motivation.
Which actions are part of sales management? (Choose every correct answer.)
Evaluating Compensating Recruiting Motivating
Which federal agencies regulate advertising?
FDA FTC FCC
Personal selling costs more than it is worth.
False
The sales department of a company rarely coordinates with the manufacturing department.
False
Which pieces of information should be communicated to customers through a company's website?
Features of products and services Reviews of products or services Where customers can purchase products
What are the two major categories of motivation for salespeople?
Financial and nonfinancial
Which of the following are some reasons that professional selling can be a satisfying career? (Check all that apply.)
Flexibility Independence Autonomy
refers to an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising.
Flighting
Conventional supermarkets are experiencing increased competitive pressure from other types of food retailers. How have conventional supermarkets responded to this pressure? (Choose every correct answer.)
Focusing on fresh produce Improving the in-store experience
Limited-assortment supermarkets are able to offer their merchandise for 50% less than conventional supermarkets by cutting costs in certain ways. Which of these is NOT a cost-cutting technique typically used by these types of supermarkets?
Focusing on high-end items
Which goals does a salesperson need to accomplish during the first part of a sales presentation? (Choose every correct answer.)
Get to know the customer Get the customer's attention Create interest in the presentation
Amazon.com is an Internet channel that consumers use to purchase a wide variety of products. Which of the following aspects of Amazon.com are advantages it has over the store channel? (Choose every correct answer.)
Greater personalized information Greater ability to collect information about consumer shopping behavior Greater selection of products
To calculate return on marketing investment (ROMI), what do marketers need to know?
Gross margin Marketing expenditure
Which of the following is accomplished using search engine marketing?
Having a link to the advertiser's website show up at the top of a Google Search page
What duties are performed by successful sales support personnel? (Choose every correct answer.)
Help with selling overall Respond to customer questions
Which statement about marketing channels is true?
IMC combines the channels so that together they exceed the total of the individual channels.
Which type of marketing channel includes a retailer or other intermediaries in the delivery of goods and services to consumers?
Indirect
Which of the following are the common types of marketing channels?
Indirect Direct
Which strategy for wide distribution involves getting products into as many different outlets as possible?
Intensive
One advantage of using the Blank______ channel over the Blank______ channel is the much higher probability of having a deeper assortment of merchandise available.
Internet; store-based
Why is open communication vital to a strategic relationship?
It allows supply chain members to fine-tune their roles in the supply chain relationship. It helps supply chain members identify problems that might arise. It helps supply chain members understand each other's strategies.
If marketers have a brand or service that has reached top-of-mind awareness among their consumers, this most likely means which of the following?
It has fairly high visibility among consumers.
Which characteristics are most important for a successful advertising media mix? (Choose every correct answer.)
It is clear. It is consistent. It is compelling.
Which of the following is true of cross-promotion?
It is most successful when both firms have identical target markets.
Which of the following is true of M-commerce?
It is receiving a lot of investment from retailers.
Which characteristics must a brand possess in order for a product to be successful? (Choose every correct answer.)
It must be meaningful to the consumer. It must be sustainable over time.
To learn more about their customers, manufacturers often try to engage directly with customers on their websites. This allows manufacturers to become less dependent on retailers for customer insights. These manufacturers are seeking to limit the Blank______ power held by the retailers.
It reduces the need to constantly monitor each other.
Which firms would likely employ intensive distribution for their products?
Kellogg's Pepsi
What action is just as important as asking questions during a sales presentation?
Listen to the buyer's reservations. Provide a fair solution.
How are salespeople often portrayed in popular media? (Choose every correct answer.)
Lonely Crude Ruthless
Real estate agent Isabella is helping her new clients find a house. Because buying a house is a large transaction and Isabella is still building a relationship with her clients, which description is most likely to fit her sales process?
Long
What is the perspective of salespeople in relationship selling?
Long-term
Which factors are improved when companies behave ethically with their customers? (Choose every correct answer.)
Long-term relationships Quality of business
What is the main reason that cold calls and telemarketing have become less popular ways to prospect for customers?
Low success rate
Which sales promotion tactic is a long-term strategy to retain customers?
Loyalty programs
What is a salesperson's primary goal under a commission system?
Make the sale.
Which of the following intermediaries are included in indirect marketing channels?
Merchandise wholesaler Retailer
Mutual trust helps partners in strategic relationships to do which of the following?
Mutual trust Credible commitments
____ refers to any interference that stems from competing messages, a lack of clarity in the message, or a flaw in the media that subsequently creates a problem for the communication channels.
Noise
Which type of retailer offers an inconsistent, often unpredictable, assortment of brand-name merchandise at low prices
Off-price retailer
What jobs do salespeople do in retail stores that simplify sales and save customers time? (Choose every correct answer.)
Offer samples Provide demonstrations Write orders
A retailer is examining the circumstances under which it would benefit from adopting a particular strategy for its catalog sales and a different one for its Internet sales. What type of overall strategy is the retailer using?
Omnichannel
What strategy is being used when a manufacturer or retailer sells in more than one channel?
Omnichannel
Which of the following factors cause fulfillment centers to operate a little differently when processing online orders than orders shipped to stores?
Orders arrive from customers one at a time. Orders are sent out in relatively small quantities.
The flow of information between buyer and manufacturer (Flow 3) usually communicates which of the following?
Orders for new merchandise Price negotiations Promotional events
Which brand would most likely NOT have top-of-mind awareness in its respective product category with consumers?
Paddywax
Which of the following is the best way to raise consumer interest in an ad?
Passive and interactive Offline and online
Which is the only area in which equal employment opportunity laws allow discrimination in hiring, promotion, or firing?
Performance
If a manufacturer instructs a retailer on how to use a newly released product, this would be an example of the manufacturer getting involved with which of the following six Ps?
Personnel
A video game maker launches an ad campaign for a new game featuring a famous football player. After the advertisement has run its course, the company assesses how many copies of the game it sold during the campaign. What is this process called?
Posttesting
During which step of the selling process does the sales representative establish a plan that includes setting goals for meeting with the customer?
Preapproach
How should salespeople handle complaints? (Choose every correct answer.)
Provide a fair solution. Listen to the buyer's reservations.
Which actions have drugstores been taking to remain competitive?
Providing in-store medical clinics Offering a wider assortment of merchandise Offering drive-through windows
IKEA maintains a steady level of advertising throughout the year but also tends to increase its advertising frequency in August, when college students are heading back to school. What is the name of this advertising schedule?
Pulsing
Television ads are generally seen by the largest audience, whereas print ads in magazines are seen by a much smaller audience. What type of media variation does this exemplify?
Reach
Many retailers want to sell Apple products in their stores because they feel it boosts their reputation to be associated with such a popular luxury brand. This illustrates what kind of power?
Referent
What type of selling is defined by an ongoing interaction between buyer and seller, even after a sale has been made?
Relationship
What is a helpful technique for practicing a sales presentation before a meeting?
Role playing
Which statement about sales promotions strategies is true?
Sales promotion tools can be used with either a push or pull strategy.
Joon-tae is an auto salesperson. Although overall sales were low in January, Joon-tae sold a higher percentage of cars than any of his teammates. Joon-tae should be evaluated for which of the following?
Selling a higher percentage of cars
What is the first component in the communication process?
Sender
Public service advertising is best categorized under the umbrella of what type of marketing?
Social marketing
What type of method should a manager use to compensate salespeople?
Standardized
What is the best definition of cold calling?
Telephoning or visiting prospective customers without an appointment
What is the best definition of media mix?
The combination of media used
Which of the following happens as participants in a marketing channel add value to a product?
The cost of the product increases.
What are traditional methods for delivering orders directly to customers from fulfillment centers?
The mail The retailer's trucks
Which statement about the personal selling process is true?
The process can be adapted to the selling situation.
Why is ethical behavior particularly important in personal selling?
The seller's actions are visible to customers and stakeholders and reflect on the company.
Which statement in true about business relationships in supply chains?
They are based on meeting each other's needs.
Which of the following are true of distribution centers?
They are less expensive space options than retail stores. They are better equipped than stores to prepare merchandise for sale.
Which statement is true about how good salespeople deal with customer reservations?
They can anticipate possible reservations buyers might have.
Which statements about service retailers are true?
They primarily sell services rather than merchandise. They are a large part of the retail industry. They include health clubs and dry cleaners.
Which of the following products would benefit the most from a continuous type of advertising schedule?
Tide brand of laundry detergent
What is a retailer's primary consideration when considering which distribution system to use?
Total cost of each system
Which of the following is a franchisor typically responsible for?
Training new managers
True or false: Ethical and legal issues are particularly important for personal selling.
True
What issue is at the root of most reservations voiced by customers during the sales presentation?
Value
Which type of product's sales would be most likely to benefit most from using coupons?
Yogurt
RFID tags ____
act as passive tracking devices
What is the first component of the AIDA model?
awareness
Federal laws prohibit telemarketers from contacting consumers Blank______. (Choose every correct answer.)
before 8:00 a.m. on the national Do-Not-Call list after 9:00 p.m.
It is very important for the retailer to provide a consistent Blank______ across all channels.
brand image
When closing the sale, the customer Blank______ making a purchase.
commits to
In the Blank______ method of IMC budgeting, the budget is set so that the firm's proportion of communication expenses matches its share of the market.
competitive parity
In a _____, members of the channel pursue their own goals and maximize their own profits, regardless of the effect on other channel members.
conventional marketing channel
In a(n) Blank______ vertical marketing system, a firm owns and controls multiple segments of its supply chain.
corporate
In a(n) ______ vertical marketing system, a firm owns and controls multiple segments of its supply chain.
corporate
What type of promotion offers a short-term price reduction such as "buy one, get one free?"
deal
Informational appeals are designed to help consumers make purchase decisions by offering Blank______.
factual information that paints the product in a favorable and desirable way
True or false: Service retailers, which sell services rather than merchandise, are a small and shrinking retail sector.
false
What term describes a contractual agreement between two companies in which one company gives the other company, in exchange for a lump sum and royalties, the right to operate a retail outlet using a name and format developed by the first company?
franchising
Manufacturers need to understand the Blank______ of different types of retailers to determine the best channels for their products
general characteristics
Customers do not expect Blank______ products in full-line discount stores.
higher-end
When salespeople employ blogs to draw in customers and generate leads, they are using the process of marketing.
inbound
When UPS invests in a fleet of new airplanes, they value the Blank______ they receive from Boeing's sales team.
information
Category specialists are also called category Blank______ because of their ability to offer a complete assortment in a category at somewhat lower prices than competing store types, such as a full-line discount store.
killers
Generally, the _____ and more sophisticated a firm is, the ______ likely it will be to use supply chain intermediaries.
larger; less
A contract between a manufacturer and a retailer may specify that the retailer must feature the manufacturer's products in order to receive certain discounts or allowances. The contract gives the manufacturer Blank______ power to require the retailer to take the agreed-upon actions.
legitimate
One of the largest expenses in the advertising budget is the buy, which refers to the actual purchase of airtime or print pages.
media
IKEA maintains a steady level of advertising throughout the year but also tends to increase its advertising frequency in August, when college students are heading back to school. What is the name of this advertising schedule?
medium
IMC programs are advantageous in that they regard each individual marketing communication element as Blank______.
part of an integrated unit
In the management of market channels, a strategic relationship is also known as a(n) Blank_
partnering relationship
In the process of media , an advertising firm evaluates and selects the media mix
planning
In the process of media , an advertising firm evaluates and selects the media mix.
planning
In the process of media ____, an advertising firm evaluates and selects the media mix.
planning
a _____ is a type of promotion that offers an item for free or for a very low price to reward specific buyer behaviors, such as sampling or testing.
premium
The Kleenex advertising campaign to remind customers to keep a tissue with them is an example of ______-focused advertising.
product
A(n) advertising schedule combines the continuous and flighting schedules by maintaining a consistent base level of advertising with periodic increases in advertising intensity at strategic time periods.
pulsing
advertising schedule combines the continuous and flighting schedules by maintaining a consistent base level of advertising with periodic increases in advertising intensity at strategic time periods.
pulsing
Just-in-time inventory systems are also referred to as ______ inventory systems.
quick response
In search engine marketing, the Blank______ of the ad describes how useful an ad message is to the customer doing the search.
relevance
If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the Blank______ in the communication process.
sender
YouTube, Facebook, Gab, and Rumble are all examples of Blank_
social media
Companies must take care to avoid biased practices such as hiring on the basis of Blank______ instead of qualifications.
stereotypes
Retailers provide Blank______ benefits by taking on large amounts of inventory that would otherwise need to be held in a manufacturer's warehouse.
storage
is a type of sales promotion that offers prizes based on a chance of drawing an entrant's name and requires nothing more than the purchase of a ticket or a filled-out form on the part of the consumer.
sweepstake
Trade shows offer an opportunity for retail buyers to see ______.
the latest products
Major events attended by buyers who choose to be exposed to products and services offered by potential suppliers in an industry are called .
trade shows
