Marketing 252 Exam 2

market-penetrating pricing

A company can use​ _________ by setting a low initial price to penetrate the market deeply and win a large market share.

online, social media marketing and mobile marketing

A dazzling new set of direct digital marketing tools has burst onto the marketing​ scene, including​ _______________

set clear objectives

Advertisers should​ ______________ to determine whether the advertising is supposed to​ inform, persuade, or remind buyers.

the​ objectives, the​ budget, the​ message, the​ media, and the evaluation of results

Advertising​ decision-making involves decisions about​ ________________

selecting tools, developing and implementing the sales promotion program

After sales promotion campaign objectives are​ set, the next steps are​ ________, __________, and then​ ____________________

traditional direct marketing tools

Although the​ fast-growing digital marketing tools have grabbed most of the headlines​ lately, ________ are very much alive and still heavily used.

effective in achieving certain marketing objectives

As an element of the promotion​ mix, the sales force is​ ________ and carrying out such activities as​ prospecting, communicating, selling and​ servicing, and information gathering.

more fragmented media and promotion mixes

As marketers adopt richer but​ _____________________ to reach their diverse​ markets, they risk creating a communications hodgepodge for consumers.

set PR​ objectives, choose the PR messages and​ vehicles, implement the PR​ plan, and evaluate the results

As with the other promotion​ tools, in considering when and how to use product public​ relations, the best thing management should do is​ ___________________

​advertising, personal​ selling, sales​ promotion, public​ relations, and direct and digital marketing tools

A​ company's total promotion​ mix, also called its marketing communications​ mix, consists of the specific blend of five​ tools: ________________________

economic, control and adaptive

Channel alternatives must be evaluated according to​ ________________criteria.

omni-channel

Companies that have traditionally operated offline have created their own online​ sales, marketing, and brand community channels. In​ fact, ​________ retailing companies are having as much online success as their​ online-only competitors.

enrich the brand experience

Companies use mobile marketing to stimulate immediate buying and make shopping​ easier, but it can also​ ________

consumer promotion tools​, trade promotion tools or business promotion tools

Depending on the type of​ promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These include ​__​____________.

more restrictive state and federal legislation

Direct marketers know​ that, if left​ unattended, direct marketing abuses will lead to increasingly negative consumer​ attitudes, lower response and engagement​ rates, and calls for​ ___

behavioral systems

Distribution channels are complex​ ______________ in which people and companies interact to accomplish​ individual, company, and channel goals.

advertising return on investment

Evaluation calls for evaluating the communication and sales effects of advertising and other brand content​ before, during, and after it is placed and measuring​ ___________

direct, digital, and social media

Firms seeking immediate response from targeted individual consumers and consumer communities use​ ______________________ marketing tools to engage consumers and cultivate relationships with them.

just 1 important approach, fully integrated marketing mix

For most​ companies, digital and social media marketing will remain​ ________ to the marketplace that works alongside other approaches in a​ ______

customer​ engagement; close,​ personalized, interactive customer relationships

For​ sellers, direct and digital marketing are powerful tools for building​ ________ and​ ________________

Designing sales force strategy and​ structure, recruiting and​ selecting, training,​ compensating, supervising, and evaluating salespeople and sales force performance

High sales force costs necessitate an effective sales management process consisting of which of the following​ steps?

organizing the advertising function, adaptation to international markets

In developing advertising​ strategies, marketers must make decisions regarding​ ______________

part of a cohesive value delivery system

In managing its​ channels, a company must convince suppliers and distributors that they can succeed better by working together as​ _______________.

mutually profitable relationship

In most​ cases, the company is not simply seeking a sale.​ Rather, it wants to engage the customer over the long haul in a​ __

clear, consistent, and compellong

Integrated marketing communications must deliver company and brand messages that are​ ____

retailer's positioning

It is important that retailers select locations that are accessible to the target market in areas that are consistent with the​ _________________

before, during and after a promotion

Marketers should work to measure the returns on their sales promotion investments. What is the most common time to perform the​ evaluation?

engage​ consumers; make them a part of the brand story and its telling

Marketers tend to underuse public relations or use it as an afterthought. Public relations has the power to​ ______________ and​ _______________.

buying and relationship-building processes

Marketers use mobile marketing to engage customers​ anywhere, anytime during the​ _____________________.

partner relationship

Most companies see their intermediaries as​ first-line customers and partners. They practice strong​ _____________________ management to forge​ long-term partnerships with channel members.

they can use existing social media or set up their own

Most marketers are now riding the huge social media wave. Marketers can engage in social media in which of the following​ way(s)?

of the intermediaries' contacts and experience

Most producers use intermediaries by forging a marketing channel​ (or distribution​ channel) to bring products and services to the consumer or business user. They do this because​ ____________________________, specialization, and scale of operation.

new retail forms

New retail forms continue to emerge to meet new situations and consumer​ needs, but the life cycle of​ ____________________________ is getting shorter.

differentiation

New retail forms continue to emerge.​ However, different types of retailers are increasingly serving similar customers with the same products and prices​ (retail convergence), making​ __________ more difficult.

discount and allowance

One price adjustment strategy is​ ______________________ pricing, whereby the company establishes​ cash, quantity,​ functional, or seasonal​ discounts, or varying types of allowances.

display ads and search-related ads

Online advertising has become a major promotional medium. The main forms of online advertising are​ __________________

physical distribution, financing and risk taking

Other functions of marketing channels including helping to fulfill the completed transactions by offering​ ____________________________.

interpersonal

Personal selling can be very effective in complex selling situations because it involves​ ________ interactions and engagement between salespeople and individual customers.

prospecting and quallifying, follow-up

Personal selling involves a​ multiple-step process. The first step includes​ ______________ and the last step is​ _______________________.

introductory stage

Pricing strategies usually change as a product passes through its life cycle but are especially challenging during the​ _____

captive-product pricing

Printer companies often charge a fairly low price for their ink jet printers​ (relative to​ costs) and a high price for replacement cartridges. These companies are using a strategy of​ ________ pricing.

their suppliers and target customers

Progressive wholesalers constantly watch for better ways to meet the changing needs of​ ____________

press​ agentry, product​ publicity, public​ affairs, lobbying, investor​ relations, and development

Public relations involves building good relations with the​ company's various publics. What are all of the functions it​ includes?

amt of service, product line sold, and relative prices

Retail stores come in all shapes and​ sizes, and new retail types keep emerging. Store retailers can be classified by the​ ______________.

segmentation and targeting, store differentiation and positioning, retail marketing mix

Retailers always search for new marketing strategies to attract and hold customers. The major marketing decisions they face are​ ____________

product assortment, services mix, and store atmosphere

Retailers must decide on which three major product​ variables?

consumer relationship building

Sales promotion campaigns call for setting sales promotion objectives. In​ general, sales promotions should be ​____

consumers largely control social media content

Social media has many​ pluses, but on the down​ side, ________. This makes social media difficult for marketers to control.

digital tech, direct marketing

Spurred by the surge in Internet usage and​ buying, and by rapid advances in​ ________, ________ has undergone a dramatic transformation.

strong relationships w the company and its products

Strong relationships with the salesperson will result in​ _______

create customer​ value, engage customers and build customer relationships.

The Internet and digital age have fundamentally changed​ customers' notions of​ convenience, speed,​ price, product​ information, service, and brand interactions. As a​ result, they have given marketers a whole new way to​ _______________

. create customer​ value, engage customers and build customer relationships

The Internet and digital age have given marketers a whole new way to​ _______

competitor's intent as well as the likely duration and impact of the change

The company that faces a price change initiated by a competitor must try to understand the​

engage​ customers, persuasively communicate customer​ value, and build customer relationships

The company uses the promotion​ mix, also called its marketing communications​ mix, to​ _____________

online and digital security

The concern about​ ________ is an area where consumers fear that unscrupulous snoopers will eavesdrop on their online transactions and social media​ postings, picking up personal information or intercepting credit and debit card numbers.

viral marketing

The digital version of​ word-of-mouth marketing, which involves creating​ videos, ads, and other marketing content that customers seek out or pass along to their​ friends, is called​ __

traditional direct marketing tools and the new digital marketing tools

The main forms of direct and digital marketing are​ __________

maintaining account relationships

The sales force sells products by engaging​ customers, presenting its​ offerings, answering​ objections, negotiating prices and​ terms, closing​ sales, servicing​ accounts, and​ ______

a product mix, a total product mix

The strategy for setting a​ product's price often has to be changed when the product is part of​ _______________, which looks for a set of prices that maximizes its profits on the​ _______________

transaction-oriented

The typical personal selling process consists of seven specific steps. The steps in the selling process are​ ________. The aim is to help salespeople close a specific sale with a customer.

new digital tech

The​ ________ are providing salespeople with powerful tools for identifying and learning about​ prospects, engaging​ customers, creating customer​ value, closing​ sales, and nurturing customer relationships.

integrated SCM

The​ ____________ concept recognizes that improved logistics requires teamwork in the form of close working relationships across functional areas inside the company and across various organizations in the supply chain.

social selling

The​ fastest-growing sales trend is the explosion in​ ________, which is using​ online, mobile and social media in selling.

overall integrated marketing communications effort

The​ firm's PR should be blended smoothly with other promotion activities within the​ company's ____________

integrated marketing communications

To deliver a clear and compelling​ message, each tool in the promotion mix must be carefully coordinated under the concept of​ _____________

online, mobile and social media

Ultimately, ___________________technologies are helping to make sales forces more​ efficient, cost effective and productive.

The amount of service they​ offer, the breadth and depth of their product​ lines, the relative prices they​ charge, and how they are organized

What are the 4 characteristics used to classify retailers?

Advertising, public​ relations, personal​ selling, sales​ promotion, and direct and digital marketing

What are the five promotion mix tools used by marketers to communicate customer​ value?

Changes in​ consumers; changes in marketing​ strategies; and sweeping changes in digital technologies

What are three major factors are changing the face of​ today's marketing​ communications?

market-skimming

When a company sets a high price as the initial price of a new​ product, it is pursuing a​ ________ new product pricing​ strategy.

assign functions to channel members that add the most value for the cost

When assigning functions to channel​ members, it is important for producers to​ __

sense, serve and satisfy the target market

When channel members​ cooperate, they can more effectively​ _________________.

intensive, selective, and exclusive distribution

When designing marketing​ channels, companies must determine the number of channel members to use at each level. The three strategies that are available to do this are​ ___________

mobile marketing

Which form of direct and digital marketing do companies use to stimulate immediate​ buying, make shopping​ easier, enrich the brand​ experience, or all of​ these?

Increase both price and quality

Which of the following is a potentially effective action a company could take in response to a​ competitor's price​ cut?

Online buying is growing at a much brisker pace than retail buying as a whole

Which of the following statements about major retail trends is​ true?

The lines between advertising and public relations are becoming more blurred.

Which of the following statements about public relations is​ correct?

channel members are dependent on each other for the overall success of the channel

Which of the following statements is true regarding channel organization?

Producers vary in their ability to attract qualified marketing intermediaries

Which of the following statements is true regarding the selection of qualified channel​ members?

Marketers use both outbound telemarketing and inbound telemarketing.

Which of the following statements is true regarding traditional direct marketing​ forms?

merchant wholesalers, brokers and agents, and manufacturers and retailers branches and offices

Wholesalers fall into 3 groups:_________

engaging​ customer; developing and managing profitable customer relationships

With companies becoming more​ market-oriented, the sales force plays a key role in​ ________ and​ __________________________.

direct and digital marketing

__ involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

invasion of privacy

____ is perhaps the toughest public policy issue now confronting the direct marketing industry.

value

______ selling requires listening to​ customers, understanding their​ needs, and carefully coordinating the whole​ company's efforts to create lasting relationships based on customer value.

online marketing

________ refers to marketing via the Internet using company​ websites, online advertising and​ promotions, email​ marketing, online video and blogs.

shopper

___________ marketing involves focusing the entire marketing process to turn shoppers into buyers as they approach the point of sale.

message and media decisions

_________________ must be closely coordinated for maximum campaign effectiveness.

Price Bundling

____________can promote the sales of products consumers might not otherwise​ buy, but the combined price must be low enough to get them to buy the package.

Marketing logistics

addresses not only outbound logistics, but also inbound and reverse logistics

segmented pricing

another price adjustment strategy is __________, where the company sells a product at two or more prices to accommodate different​ customers, product​ forms, locations, or times.

meaning customers see in the price change

buyer reactions to price changes are influenced by the _______

pricing structure

companies design a ________ that covers all their products

rebates, coupons, price packs, and samples

promotional tools offered to consumers include ______

more​ targeted, social, and engaging marketing communications model

the new digital and social media have given birth to a ______

integrated marketing communications (IMC)

to prevent creating a communications​ hodgepodge, companies are adopting the concept of​ ______________________.

face-to-face selling,​ direct-mail marketing, catalog​ marketing, telemarketing,​ direct-response television​ marketing, and kiosk marketing

traditional direct marketing tools include______

Warehousing, inventory​ management, transportation, and logistics information management

what are the 4 major functions of marketing logistics?

​Territorial, product,​ customer, and complex

what are the 4 sales force structures a company can use?

prospecting and qualifying

what is the 1st step in the personal selling process

it is convenient, easy, and private

which of the following is a benefit of direct and digital marketing for buyers?

Channel Design

​______________ begins with assessing customer channel service needs and company channel objectives and constraints.