Chapter 13
When a marketing manager pushes a product through a channel, he or she ______.
attempts to sell an entire marketing mix to possible channel members
It is critical that marketers capture customers' ______ in order to differentiate their products from the products of competitors.
attention
Jiffy Lube offers auto maintenance services, including everything from oil changes to preventive maintenance. To highlight its services, the company often mails discount coupons to customers. Jiffy Lube is using ______ marketing to generate business.
direct-response
Fossil targeted the promotion strategy of its new line of luxury watches toward ______ because they are likely to influence the opinions of other consumers, particularly through word of mouth.
early adopters
The source uses ____ when it determines what to say and translates that message into words and symbols.
encoding
Many customers called to complain about the NewTrend shoes they had purchased because the bottom of the shoe split in half within days of wearing them. This customer communication is an example of _____.
feedback
Communicating with large numbers of potential customers at the same time is known as ______.
mass selling
The method by which a message is delivered is referred to as the ______.
message channel
A distraction that reduces the effectiveness of the communication process is called ______.
noise
Any disruption of the marketing communication process, also known as ______, reduces the effectiveness of the message.
noise
One method for calculating the promotion budget is to allocate a percentage of past sales or expected future sales to promotion activities. This method is common among firms because of its ______.
simplicity
Which of the following statements about promotion blends is correct?
Each market segment may require a unique promotion blend.
Which of the following are possible ethical concerns related to promotion? (Check all that apply.)
Fairness Honesty
Which of the following are examples of sales promotion activities aimed at final consumers or users? (Check all that apply.)
Samples Aisle displays Coupons
Choosing the right media and developing the communication message is often the responsibility of the ______ manager.
advertising
Jeffrey is the ______ manager for an automobile repair facility. Recently, he developed a popular commercial that is running on the local television channels.
advertising
Most firms spend less money on ______ than on ______.
advertising; sales promotion
Sales managers oversee ______.
personal selling
Famous for his long and thick hair, NFL star Troy Polamalu has a contract with Procter & Gamble to endorse Head and Shoulders shampoo. Procter & Gamble has a(n) ______ objective when it uses Troy to demonstrate that Head and Shoulders shampoo is superior to competing products and thus should be purchased.
persuading
An unpaid, nonpersonal presentation of ideas, goods, or services, is called ____.
publicity
A promotion objective aimed at keeping a customer from shifting to a competitor by having them recall their past satisfaction with the product is called a(n) ______ objective.
reminding
Jackson Air Conditioning & Heating sends out postcards to its previous customers every April alerting them to have their air conditioners checked before the summer months arrive. Jackson's direct mail campaign appears to be guided by a(n) ______ objective.
reminding
Managing personal selling is the responsibility of the ______.
sales manager
Any promotional activity outside of advertising, publicity, and personal selling that attracts potential customers is known as ______.
sales promotion
Customers who tend to avoid risk by accepting new ideas only after they have been recommended by early adopters are known as ______.
the early majority
Customers who are cautious about new ideas and often adopt a new product only after receiving strong social pressure are called ______.
the late majority
Wayne Co. uses internal marketing to sell or promote products to ______.
their salespeople
Firms spend the least on which of the following promotion methods?
Advertising
In the era of digital cameras, Kodak uses targeted promotion to reach those customers who still desire its 35mm cameras and film. In which stage of the product life cycle is Kodak competing?
Decline
In which stage of the product life cycle does a firm eventually decrease the total amount spent on promotion?
Decline
True or false: A firm should apply the same promotion blend across all marketing situations to maintain consistency.
False
What is the final element in the traditional communication process?
Feedback
Place the parts of the AIDA model in order, beginning with the first of the four promotion jobs.
Get attention, Hold interest, Arouse desire, Obtain action
In response to widespread competition, Coca-Cola increased its use of reminder-type advertising and implemented more frequent-buyer promotions toward its loyal customers. Based on this promotion blend, it would appear that Coca-Cola is operating in which stage of the product life cycle?
Maturity
In which stage of the product life cycle do personal selling and advertising of business products become more aggressive?
Maturity
Which of the following groups prefer the status quo to new ideas? (Check all that apply.)
Nonadopters Laggards
What is the most common method used for budgeting promotion expenditures?
Percentage of sales method
Kendra is a sales representative for a pharmaceuticals company and meets with doctors and other medical personnel daily to share information about the products her company has available. This is an example of which type of promotion?
Personal selling
What are the three basic promotion objectives? (Check all that apply.)
Persuading Reminding Informing
Darin has clicked on the Outdoor Gear website. What should the marketing manager have already done to make sure the site works for Darin? (Check all that apply.)
Provide truly useful information Keep Darin interested in Outdoor Gear's offerings
When Orla Oil company was responsible for a major oil spill, it sent a representative to speak to the media to explain what had occurred and what the company was doing to clean up the spill. The representative also stressed that Orla Oil valued the environment and was truly sorry for what had occurred. What type of communication does this demonstrate?
Public relations
Which of the following are typical characteristics of innovators? (Check all that apply.)
They are eager to try a new idea. They willing to take risks.
Which of the following are typical characteristics of early adopters? (Check all that apply.)
They have fewer contacts outside their own community than innovators. They are opinion leaders. They have the greatest contact with salespeople of all adopter groups.
Which of the following are promotion jobs described by the AIDA model? (Check all that apply.)
To obtain action To hold interest To arouse desire
The model of customer-initiated interactive communication includes ______. (Check all that apply.)
a message channel the receiver a search the source message
Promotion involves telling customers about the right product available at the right place and _____.
at the right price
When customers have the choice about whether to stay at a company's website or visit a competitor's site, they are considered ______ customers, and promotion efforts must address their needs at that moment.
inbound
Any disruption of the marketing communication process, also known as _______ reduces the effectiveness of the message.
noise
The right promotion blend depends on what the firm wants to achieve; therefore, it is critical that promotion ______ be clearly defined.
objectives
Communication with wholesalers and retailers includes information about what promotion will be directed toward the final consumer, each channel member's part in marketing the product, and important financial details. This communication is generally handled through ______.
personal selling
Direct spoken communication between sellers and potential customers is called ______.
personal selling
The most common promotion approach in business markets is ______.
personal selling
Promotion efforts need to ______ in order to accommodate various adopter groups.
change over time
The advertising manager asked his team if it was better to place their ad in local newspapers or national magazines. The manager is trying to determine the best message _____.
channel
When a source attempts to transmit a message to a receiver, it is participating in the ______.
communication process
Celebrity endorsements often draw ethics complaints if ______.
consumers do not believe that the celebrity actually uses the product
Communications intended to prompt immediate feedback from specific customers are part of a(n) ______ marketing approach.
direct
Encoding is the process used by the _____ during communication.
source
When companies use ______, they promote the product to their own salespeople or other employees who are in regular contact with customers.
Internal marketing
What are two reasons that producers who target business customers emphasize personal selling over other promotion methods? (Check all that apply.)
Larger purchases Fewer customers
Which of the following are signals that a person is ready to make a purchase that can be monitored and targeted by marketing managers? (Check all that apply.)
Reading articles online about a specific product "Liking" a local retailer of a specific product in Facebook Visiting the websites of various vendors who sell a specific product
Nike purchases sponsored advertising links from Google so their message appears on the side of the first page of results when a customer uses the search term "running shoe." Nike is attempting to capture the customer's ______.
attention
Customers typically want to know something about a product before they consider purchasing it. A(n) ______ objective can show that the product meets consumer needs.
informing
Samsung placed an ad in Rolling Stone magazine announcing the Galaxy Tab, the world's thinnest tablet computer. The ad focused on the benefits that it offered based on common customer needs. Samsung is using a(n) ______ objective for its ad.
informing
By making a decision to search for information in a specific message channel, the customer is _________ communicaiton.
initiating
Although a firm may engage in several different promotional activities at one time, it should strive to produce ______ marketing communications in order to maintain consistent messaging.
integrated
Frito-Lay is promoting the SunChips brand as being environmentally friendly. This message is communicated in all of its print and television ads, point of purchase displays, and packaging. The company is using a(n) ______ strategy.
integrated marketing communications
The early majority typically adopts a new idea when ______.
it has been tried and approved of by early adopters and other opinion leaders
Customers who avoid change and are very suspicious of new ideas are called ______.
laggards
Mass selling is an ideal promotion strategy to save costs when the market is ______.
large and scattered
Allison has reluctantly purchased a "smartphone." She finally decided after much pressure from her sorority sisters who told her to "catch up to the real world." When it comes to mobile phones, Allison is a member of the ______ group.
late majority
A significant difference between advertising and publicity is that publicity does not entail ___.
paying media costs
When several firms offer similar products, companies often develop a(n) ______ objective, which tries to convince customers to buy, and continue to buy, their products and not the competitor products.
persuading
Demand for a broad product idea rather than a specific brand is called ______.
primary demand
The act of communicating information about a product to potential buyers in an attempt to influence their attitudes and behaviors, otherwise known as ______, is an important part of a firm's marketing mix.
promotion
Gatorade is introducing four new flavors of its sports drinks. The company is running national television commercials and mailing coupons to customers to encourage them to ask for the flavors at their favorite store. Gatorade is using a(n) ______ strategy in the channel of distribution.
pull
When customers demand a certain product from retailers, they are ______ the product through the channel of distribution.
pulling
Attempting to sell the whole marketing mix to all possible channel members is known as ______.
pushing
Lindsey is responsible for planning the monthly coupon booklet for her company. The booklet is distributed to customers when they walk into a store so they can take advantage of cost savings as they shop. Lindsey is an example of a(n) _____ manager.
sales promotion
Direction of a company's sales promotion effort is the responsibility of the ______.
sales promotion manager
Most of the important communication with wholesalers and retailers are handled by ______.
salespeople
According to the Model of Customer-Initiated Interactive Communication, communication begins when a customer ______.
searches for information
Angela is surfing the Internet reading articles about ladies' watches, "liking" different watch makers on Facebook, and examining customer reviews about watch brands. These activities are useful to marketers because ______.
they are a signal that Angela is ready to purchase a watch
Direct marketing communications intended to elicit immediate customer feedback are often called ______.
direct-response promotion
Gerald is a recent college graduate and is in the market for a new automobile. He searches the Internet for information and then visits different automobile dealerships to speak to the sales people and perform a test drive. By doing these things, Gerald is ______ the communication process.
initiating
Communication with noncustomer groups, such as labor, public interest groups, stockholders, and the government, is known as ______.
public relations
When there are several competing firms in a market, marketers must build ______ demand, or demand for a specific brand rather than a general product idea.
selective
Demand for a specific brand rather than a general product idea is called ______.
selective demand