Marketing Ch 17-19, Marketing Chapter 17 & 18, Marketing Chapter 17, mkt ch 16, Marketing 4, MKT 301 - Ch. 16, Marketing Chapter 17, Marketing Chapters 16-18, mktg ch 10, MKTG Ch.10, CH.10-, Marketing Exam 3 Quiz, Marketing Test 2, MKTG 321 Ch 10 Fin...

types of order takers

-Inside order takers work in sales office -outside/field order takers travel to customers

Advertising Objectives

-Objectives guide campaign development -Objectives should be stated clearly, precise, and in measurable terms -Objectives in advertising are stated in terms of sales and communications

#1 Is promotion Deceptive

-Some are but not all promotion should be condemned. -Laws, government regulation, and industry self-regulation have helped decrease deceptive promotion

Who develops the Advertising Campaign?

-Varies between firms & Depends on the size -Smaller firms: one or two internal employees -Large Firms: may have an advertising department, which could consist of a couple of generalists or many specialists, may use an advertising agency with skilled specialist, can be affordable

Following up

-the sales person must follow up the sale -the salesperson should determine if the order was delivered on time and was installed properly, should learn whether the customer has problems or questions about the product, and should determine the customers future product needs

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ________ advertising a.) institutional b.) product c.) organizational d.) pioneer e.) advocacy

A

As Emily Jeffries prepares the script for a radio commercial for her boutique, she is engaging in the _______ stage of the communication process. a) encoding b) sourcing c) decoding d) sending e) receiving

A

Communication can be viewed as a circular process because a) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver. b) the message goes from encoding by the source to decoding by the receiver. c) during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate. d) channel capacity is determined by the least efficient component. e) the message goes from person to person.

A

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their a) channel capacity. b) threshold of awareness. c) decoding abilities. d) transmission limitations. e) noise limit.

A

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process? a) Communication channel b) Decoding process c) Encoding process d) Sharing of meaning e) Noise minimization

A

Personal selling is changing in today's marketplace due to several factors. Which of the following is not a factor that impacts today's promotion through personal selling? a.) the difficulty in keeping customers because they are fickle b.) new technology provides up-to-date information in the field c.) the way in which customers gain information about a company or product d.) social CRM allows companies to discover and engage customers e.) electronic sales presentations through social media technology

A

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates a) personal selling. b) retailing. c) public relations. d) advertising. e) sales promotion.

A

Sayyid's company has launched a new product line, and he is put in chare of sales. He decides his first step will be to find potential customers in the company's sales records. Sayyid is ___________ a.) prospecting b.) screening c.) researching d.) pre-approaching e.) surveying

A

Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the _____ and Wendy's is the _____ of this communication. a) receiver; source b) audience; promoter c) decoder; coder d) communicatee; communicator e) feedback; noise

A

The ________ design element of an advertisement is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words; the _______ is the physical arrangement of the illustration, headline, subheadline, body copy, and the signature a.) illustration; layout b.) headline; layout c.)layout; design d.) layout; storyboard e.) signature; layout

A

The receiver's response to a message is ___________ for the source. a) feedback b) the communications channel c) noise d) channel capacity e) decoding

A

Communication

A sharing of meaning through the transmission of information

Sales Promotion

Activities or materials that act as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers

The Four Elements of the Promotion Mix

Advertising Personal Selling Public relations Sales promotion

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a a) communications channel. b) source. c) relay channel. d) decoder. e) sender.

B

All of the following are key areas of sales force management except: a.) compensating salespeople b.) coordinating sales promotion efforts c.) recruiting salespeople d.) training sales personnel e.) motivating sales personnel

B

Brands that are promoted through comparative advertising are most likely to be a.) market leaders b.) brands that are attempting to compete with market leaders c.) primarily services rather than tangible goods d.) attempting to compete on a nonprice basis e.) competing in a less competitive market

B

Channel capacity is determined by the a) most efficient component of the communication process. b) least efficient component of the communication process. c) source. d) receiver. e) meanings of the message.

B

During the decoding process, the a) intensity of the transmission becomes stronger. b) receiver attempts to convert signs or symbols into concepts and ideas. c) source attempts to convert signs or symbols into concepts and ideas. d) source converts meaning into a series of signs or symbols that represent ideas or concepts. e) receiver filters noise from the feedback.

B

Effective management of integrated marketing communications is based upon a) consumer attitudes towards promotion. b) information about customers. c) the communication process model. d) budgetary allowances. e) the firm's organizational structure.

B

In one corner of its magazine advertisement for office copiers, Epson places a small box asking for the names and addresses of individuals or companies seeking more information. Epson has included this box to facilitate ___________ for this communication. a) decoding b) feedback c) encoding d) perceptual attention e) noise reduction

B

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ________ for this communication a.) decoding b.) feedback c.) encoding d.) perceptual

B

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines a) communication. b) integrated marketing communications. c) tactile communication. d) kinesic communication. e) proxemic communication.

B

The individual or group that decodes a coded message is called a a) sender. b) receiver. c) source. d) decoder. e) receptor.

B

The message that a source originally encodes and the meaning a receiver ultimately decodes a) contain circular feedback. b) may be different because of noise. c) are usually exactly the same. d) rarely are similar because of feedback. e) are collectively termed the communications channel.

B

Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at dinner would be best classified as ________, while the focus on the great taste of Tropicana would be best classified as ___. a.) comparative advertising; informative advertising b.) pioneer advertising; competitive advertising c.) institutional advertising; stimulating primary demand d.) product advertising; institutional e.) comparative advertising; competitive advertising

B

When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing a) communication. b) the coding process. c) the decoding process. d) the conversion process. e) communications channel.

B

A major disadvantage of personal selling is that it a.) is not remembered as well by consumers as advertising messages are b.) cannot easily adjust the message to satisfy a customer's information needs c.) is very expensive per contact d.) does not provide immediate feedback e.) is not compatible with other promotional activities

C

Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack a) communication. b) promotional efforts. c) integrated marketing communications. d) channel capacity. e) coordinated awareness.

C

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ___________ in the communication process. a) encoding b) bad luck c) noise d) deflected transmission e) poor implementation

C

Jamba Juice offers its customers a stamp card that allows them to receive a free smoothie after they have filled an entire card. This is an example of _______ a.) free sample b.) rebate c.) frequent-user incentive d.) premium e.) consumer contest

C

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called _________ a.) advertising b.) sales promotions c.) personal selling d.) target marketing e.) public relations

C

Product placement is the strategic location of products ___________ a.) in television commercials b.) in print advertisements c.) within entertainment media content d.) on billboards in busy intersections e.) on store shelves

C

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered a) a communication inhibitor. b) feedback. c) noise. d) decoding blocker. e) interference.

C

The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of a) shared symbols. b) targeted customers. c) communication channel. d) decoded meanings. e) noise minimizers.

C

The cost of _________ is usually substantially lower than the cost of ________. a.) stimulating primary demand; stimulating selective demand b.) identifying prospects; encouraging product trial c.) retaining existing customers; acquiring new customers d.) comparative advertising; pioneer promotion e.) personal selling; public relations

C

The target audience for an advertising campaign is the a.) information base on which to develop the campaign b.) geographic distribution of persons c.) people toward whom the advertisements are directed d.) overall goal of the advertising campaign e.) sales objective to be achieved by the campaign

C

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _____ advertising. a.) reminder b.) reinforcement c.) competitive d.) defensive e.) institutional

C

Which is the best example of noise that originates with the receiver in the communication process? a) Sarah drives through a tunnel, and her radio signals become very weak. b) Maria has been studying English for two years and does not understand the symbolism being used in a commercial. c) Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness. d) Because of poor printing, Claire cannot read an advertisement in her local newspaper. e) A mother fails to hear a new commercial for diapers because her new baby is crying.

C

_____ is anything that reduces an integrated marketing communication's clarity and accuracy. a.) feedback b.) channel capacity c.) noise d.) communication channel e.) coding process

C

______ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists a.) public relation firms b.) media companies c.) advertising agencies d.) production companies e.) promotion experts

C

The Role of Promotion

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products

Tactile

Communication through touching

Decoding Process

Converting signs and symbols into concepts and ideas

Integrated Marketing Communications

Coordination of promotion and other marketing efforts for maximum information and persuasive impact

Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each type of media has both benefits and disadvantages. She is considering the internet as a form of media. Which of the following is NOT a disadvantage of the internet as a promotional medium? a.) costs of precise targeting are high b.) effects of promotion can be difficult to measure c.) there are concerns about privacy d.) the message must be short and simple e.) there are concerns about security

D

In order for customers to receive greater customization and service, they must be willing to a) pay high prices for standard goods. b) give up all their rights to privacy. c) use the Internet for communication with companies. d) give information about themselves and their tastes. e) spend significant amounts of time to purchase products.

D

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication a) receiver. b) transmitter. c) decoder. d) source. e) noise.

D

Jake, a sales representative is returning from a week on the road. One of his activities this week is to develop _______, which are designed to identify the customers called on and to present detailed information about interaction with those clients. a.) sales invoices b.) feedback notices c.) expense notices d.) call reports e.) recall files

D

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered a) noise. b) communication links. c) communication resources. d) communication channels. e) decoding sources.

D

When encoding the message, the source should use signs that have a) new and exciting meanings. b) different meanings to different people. c) contemporary jargon. d) meanings that the target market will understand. e) broad interpretations.

D

Why should a benchmark statement be included in advertising objectives? a) Shareholders want to see where a company is in relation to competition. b) It is useful in determining whether retailers have increased their sales over the year. c) It gives an indication of how the advertising message is best presented. d) Without a reference point, it is difficult to determine to what degree objectives have been accomplished. e) Objectives become more easily attainable when such a statement is included.

D

laws, government regulations, and industry self-regulation _________ deceptive promotion. a.) have done nothing to decrease b.) have caused an increase in c.) have eliminated all d.) have helped decrease e.) have created new forms of

D

A sharing of meaning defines a) promotion. b) information. c) noise. d) interference. e) communication.

E

Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ___________ consideration in effective communication. a) transmission load b) feedback c) encoding d) noise e) channel capacity

E

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called a) transmission load. b) feedback. c) encoding. d) noise. e) channel capacity.

E

If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko's would likely be striving to practice a) one-stop shopping. b) more expertise. c) pioneer promotional efforts. d) competitive promotional programming. e) integrated marketing communications.

E

Personal selling goals include finding prospects, convincing prospects to buy, and a.) monitoring new products being developed b.) being aware of competitors' sales activities c.) seeking one-sale customers d.) avoiding repeat transactions e.) keeping customers satisfied

E

Sara Dickson is concerned about the effectiveness of Magnum, Inc.'s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through a) television advertising. b) newspaper advertising. c) public relations. d) sales promotion. e) personal selling.

E

The last stage in the development of any advertising campaign is a.) creating the advertising platform b.) developing the media plan c.) creating the advertising message d.) defining the advertising objectives e.) evaluating the effectiveness of advertising

E

The vehicle through which the coded message is transmitted from the source to the receiver is called a(n) a) coder. b) decoder. c) encoder. d) relay channel. e) communication channel.

E

The Coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

Integrated marketing communications

Word Of Mouth Communication

Personal, informal exchanges of communication that customers share with one another about products, brands and companies

Stimulate Demand

Primary Demand- Demand for a product category rather than a specific brand Pioneer Promotion- A way to stimulate primary demand, promotion that informs consumers about new products Selective Demand- Demand for a specific brand

Order takers

Primary seek repeat sales

Media Plan

Sets forth the exact media vehicles to be used and the dates and times the advertisements will appear

Advertising Platform

The basic issues or selling points an advertiser wishes to be include in the advertising campaign

Receiver

The individual, group, or organization that decodes a coded message

Advertising Appropriation

The total amount of money a marketer allocates for advertising during a period of time

Public Relations

a broad set of communication efforts used to create/maintain favorable relationships between organization and stakeholders

Advertising

a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media

Personal Selling

a paid personal communication that seeks to inform customers and persuade them to purchase products in exchange situation

Publicity

a part of public relations; is communication in news story format about the organization and/or its products transmitted through mass media at no charge

news releases: feature article:

a short piece of copy publicizing an event or product a manuscript of up to 3K words prepared for a special publication

Dealer Listing

advertisements promoting a product and identifying the names of retailers that sell the product ex. coming to you from ___ some place ex. Chia pet

Missionary Salespeople

assist producers customers in selling to their own customers

straight commission

compensation plan compensated solely by sales in a given period

Straight salary

compensation plan sales people are paid a specified amount regardless of effort

commission

compensation plan salespeople are paid a fixed salary plus commission based on sales volume

Compensating salespeople

compensation should be flexible, equitable and easy to administer

art work

consists of an advertisement illustration and layout

consumer sales promotion methods

coupons free samples premiums consumer contest

The process of putting one's thoughts (meaning) into signs (symbols) is called a) decoding. b) noise. c) interference. d) transmission. e) the coding process.

e

free samples

given out to stimulate trial of the product increases sales and improve distribution

consumer contest

individuals complete for prizes based on analytical or creative skills

Effective management of integrated marketing communications is based upon

information about customers

Sales promotion (sentence)

is more heavily used than ever; at the expense of advertising

premiums

items offered as a bonus for purchasing a product

Routing and Scheduling salespeople

major goal is to minimize non-selling times and travel expenses

The target audience for an advertising campaign is the

people toward whom the advertisements are directed

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

Reminder advertising

reminds customers that an established brand is still around and still offers certain characteristics and benefits

Target Audience

the group of people at whom advertisements are aimed

team selling

using the team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process

Coupons

written price reductions used to encourage consumers to try specific products- #1 cereal