Intro to Business Chapter 16
true
Promotions tailored to specific countries or regions may be more successful, since each country or region has its own culture, language, and buying habits.
global advertising
A _________ __________ campaign does not always recognize specific cultural differences from one region to another.
personal
A car salesman interacting with a client is an example of _______ selling.
promotion mix
A carefully planned ________ _______ ensures that your business has multiple strategies in place for reaching customers, making sales, and achieving both short and long-term goals.
advertising
A firm using paid, non-personal communication by identified sponsors through various media has chosen to use ______ to promote its products.
email promotion
A major retailer sending out a monthly e-mail highlighting its current sales promotions is an example of ______. event marketing sampling e-mail promotion blogging
word-of-mouth
A promotional tool that involves people telling other people about products they've purchased is known as a ______. publicity stunt sampling promotion event marketing promotion word-of-mouth promotion
CRM
A type of software product that helps establish long-term relationships with customers is known as: off-the-shelf accounting software customer relationship management (CRM) Microsoft Office tools e-mail
Public Relations
After a section of the city was flooded, the community food pantry and its volunteers provided three meals daily to those affected. After local and regional media picked up the story, donations poured in from all over the area. The effort quickly turned into an important __________ campaign for the food pantry. blog infomercial personal selling public relations
An example of _________ marketing is colleges sending e-mail notices encouraging student enrollment for an upcoming semester.
a multi-media show that people can listen to on iPads and other mobile devices.
An example of a podcast would be a multi-media show that people can listen to on iPads and other mobile devices. a video that you access from your computer. a Netflix series with at least ten episodes that you can watch on your mobile device. a set of pictures that tells your story on Instagram.
publicity
Any information about an individual, a product, or an organization that is distributed to the public through the media and that's not paid for or controlled by the seller is known as _____ .
CRM
Businesses have been using software in order to establish a base of information that will help them reach out to customers in various ways to establish long-term relationships. The acronym for this type of software is _______ .
blogging
By using ________ , a marketer can use word of mouth to spread good publicity about a product through the internet.
mobile media
Capturing people while they're on the go, and while they have a relatively small communication device in their hands, is an example of using ______ ______ for marketing.
sales promotions.
Cara received a free shampoo packet in the mail with a coupon last week. When Cara next went to the store, she took the shampoo coupon and used it to purchase this new hair product. While at the store, Cara also bought a particular brand of toothpaste because the tube came with a free toothbrush. Cara is taking advantage of viral marketing. advertising. publicity. sales promotions.
online
Companies are able to gather a great deal of information on customers when they use ______ advertising.
increase product exposure create awareness of product features drive traffic to the company website
Companies utilize social media to: increase product exposure create awareness of product features decrease store traffic drive traffic to the company website
product placement
During the airing of a major sitcom the actors eat a popular cereal for breakfast. This type of advertising is known as: direct marketing product placement mobile advertising target marketing
benefits matching their needs
During the approach stage when selling a product like computer software, it is important that the buyer forms the perception of receiving __________ from the salesperson. reliable service a price cut benefits matching their needs competitor information
social media
Facebook and Twitter are forms of ________ _________ that aid organizations in testing ads
b2c
In ______ sales, the salesperson does not have to do much prospecting or qualifying. business-to-consumer (B2C) business-to-government (B2G) all business-related business-to-business (B2B)
are hard to sell require testimonials require much explanation
Infomercials are useful for products that: are hard to sell require testimonials require much explanation are easy to understand and use
show the product in detail are equivalent to sending out your best salespeople
Infomercials have been so successful because they: only use celebrities to promote products show the product in detail are equivalent to sending out your best salespeople only sell cheap products
social media, blogging, and podcasting.
Newer, nontraditional forms of promotion include sales promotion, networking, and public relations. personal selling and advertising. social media, blogging, and podcasting. public relations, word-of-mouth promotion, and advertising.
advertising
Paid, non-personal communication through various media by organizations and individuals who are in some way identified in the message is known as _________.
placement
Putting products into TV shows and movies where they will be seen is known as product ____ .
false
Sales promotions stimulate consumer purchasing and dealer interest by means of long-term activities.
prospecting
Since customers who go to retail stores often know what they want or have a purpose to being at the store in the first place, sellers do not have to do much _____ in the B2C selling environment.
track
Social media allows marketers to ______ customer web activity to gain valuable marketing information.
desirable but costly to produce the ads desirable but expensive to buy time
Television advertising is: seen only by a targeted market desirable but costly to produce the ads desirable but expensive to buy time desirable but relatively inexpensive
selling
The face-to-face presentation and promotion of goods and services is known as personal ______ .
public relations
The management function that evaluates public attitudes, changes policies and procedures in response to the public's requests, and executes a program of action and information to earn public understanding and acceptance is known as: public relations advertising corporate responsibility promotional mix qualifying
disadvantage
The primary ______ of television advertising is its high cost.
push
The promotional strategy in which the producer uses wholesaler discounts, personal selling, sales promotion contests, and other promotional tools to convince wholesalers and retailers to stock and sell its merchandise is known as a _____ strategy.
promotion
The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities is known as sales ______ .
true
The push strategy is when the producer uses wholesaler discounts, personal selling, sales promotion contests, and other promotional tools to convince wholesalers and retailers to stock and sell its merchandise.
publicity
The talking arm of public relations is known as ______ .
true
The use of social media by organizations allows a company to track and test users who like a product.
one
Today, most Americans are active on at least _____ social media platform.
promotional efforts such as paying people to say positive things about your product online.
Viral marketing is the term used to describe a system in which consumers can access company information on their own and supply information about themselves in an ongoing dialogue. an online form of notification of a potential computer virus or problem. promotional efforts such as paying people to say positive things about your product online. a function that evaluates public attitudes and executes a program of action and information to earn public understanding.
listen to the public
What is the first step in developing a good public relations program? Inform people of the fact you're being responsive. Listen to the public. Hire well-known public figures who will promote positive word of mouth. Develop policies and procedures in the public interest.
prospect and qualify
What is the first step in the B2B personal selling process? approach preapproach prospect and qualify make a presentation
mobile media
When Starbucks sends out a text message to alert consumers when they are near a store it is engaging in ______ promotion. podcasting e-mail marketing mobile media sampling
management of the promotion mix
When marketers target future buyers with sampling, coupons, and rebates while using publicity to target all customers in a particular region, they are exhibiting: viral marketing a push strategy management of the promotion mix event marketing across multiple venues
management of the promotion mix
When marketers target future buyers with sampling, coupons, and rebates while using publicity to target all customers in a particular region, they are exhibiting: viral marketing event marketing across multiple venues a push strategy management of the promotion mix
word of mouth
When people talk to each other about positive and negative experiences with products this is called _______-______-______ promotion.
word-of-mouth
When the author of Freakonomics promoted his book by blogging, it was an example of ______ marketing. event test sampling word-of-mouth
integrated marketing communication.
When using various forms of promotion to carry the promotion message, it is important that the recipients of the message interpret it in the same way. Creating a unified promotional message, where potential customers perceive the same message whether it is in a TV commercial, on a billboard, or in a blog, is called personalized selling. integrated marketing communication. delivery cue analysis. branding assimilation.
The company can gather more information about the customer
Which of the following is considered to be the primary advantage of online advertising? The company can gather more information about the customer. The company can offer more products for reselling. The company can stop advertising to people who do not go online. The company can spend less time on advertising.
It is more difficult to find customers in the business-to-business market than in the B2C market.
Which statement about personal selling is true today? It is more difficult to find customers in the business-to-business market than in the B2C market. Salespeople use the Internet and other technology to do everything it takes to complete a sale. Big customers should always be treated with more care than small ones. The objective of an initial sales call is to make a sale immediately.
product placement
While watching a TV show, Jed noticed the hero was drinking a Coors Light beer. Marketers would categorize this form of advertising as interactive promotion. an infomercial. product placement. blogging.
promotion
______ consists of all the techniques sellers use to motivate people to buy their products. Publicity Marketing Promotion Advertising
public relations
_______ _______ is the management function that evaluates public attitudes, changes policies and procedures in response to the publics' requests, and executes a program of action and information to earn public understanding and acceptance.
promotion
_________ is one of the four Ps of marketing; it consists of all the techniques sellers use to motivate people to buy their products.
podcasting
enables independent producers to create self-published, syndicated "radio shows."
