Marketing final, Chapter 16, Marketing Chapter 17, HRIM 442 Ch 17 Exam 3, Marketing Ch 17, 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,...

Collectors

-Use RSS feeds -Add tags to webpages or photos -"vote" for websites online

Joiners

-maintain profile on a social networking site -visit social networking sites

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

Conversationalists

-update status on social network -post updates on twitter

size, geographic distribution, demographic characteristics

3 characteristics of the target market

national advertising/sales promotion international promotion personal selling

3 costs and availability of promotional methods

publicity annual reports brochures event sponsorships social responsible program sponsorship press releases conferences feature articles

8 PR tools

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate a) primary demand. b) secondary demand. c) competition. d) comparison of orange juices. e) demand elasticity.

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

Sales Promotion

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

_______ facilitates _______, as it enables customer engagement to facilitate product innovation.

Addressability / relationship marketing

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

Marketers of highly seasonal products tend to have more irregular use of a) advertising. b) sales promotion. c) public relations. d) personal selling. e) marketing.

B

Promotion tends to a) create needs. b) capitalize on existing needs. c) be overly focused on the self-actualization needs. d) overemphasize physiological and safety needs. e) avoid focusing on people's needs.

B

Selective demand is demand for a a) general type of product. b) particular brand. c) new product. d) competitor's product. e) service.

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 use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage? a) Introduction b) Decline c) Maturity d) Growth e) Plateau

B

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to a) combat competitive promotional efforts. b) stimulate demand. c) reduce sales fluctuations. d) encourage product trial. e) retain loyal customers.

C

Tactile

Communication through touching

A targeting strategy in which an organization targets a single market segment using one marketing mix is called a(n) ____ strategy. Select one: a. differentiated b. selective c. concentrated d. undifferentiated e. focused

Concentrated

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of a) stimulating demand. b) reducing sales fluctuations. c) combating competitive promotional efforts. d) facilitating reseller support. e) retaining loyal customers.

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

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 Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a _________ policy. a) reseller promotional b) push c) customer promotional d) pull e) channel promotional

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

___ are electronic media that function using digital codes

Digital media

Anything that reduces the accuracy and clarity of communication is called a) distraction. b) feedback. c) interference. d) discordance. e) noise.

E

Newspaper ads for Blue Haven Pools offering discounted prices during October are examples of which of the following uses of promotion? a) Retaining loyal customers b) Promoting new product uses c) Making salespeople more effective d) Stimulating primary demand e) Reducing sales fluctuations

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

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build a) primary demand. b) pioneer promotion. c) prospects. d) brand awareness. e) selective demand.

E

Wholesalers do not engage in selling to reseller, government

False

Due to consumer concerns over privacy, the ____ is considering regulations that would limit the amount of consumer information that marketers can gather online

Federal Trade Commission

Crate and Barrel uses ________ to market themselves visually by displaying snapshots of company events, staff, and products.

Flickr

Recently Raul went to a neighborhood grocery store to pick up a few items. When he looked for Degree Men's Dry Protection Antiperspirant, it was unavailable. Although there were a number of antiperspirant brands available, he did not buy any deodorant. Raul's behavior indicates that he most likely has what level of brand loyalty toward Degree Men's Dry Protection deodorant?

Insistence

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

Integrated marketing communications

Order takers

Primary seek repeat sales

Pioneer Promotion

Promotion that informs consumers about a new product: what it is, what it does, how it can be used, and where it can be purchased.

Feedback

The receiver's response to a decoded message.

Advertising Appropriation

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

Major goal of integrated marketing communications

To send a consistent message to customers.

Coding

To transmit meaning, a source must convert the meaning into a series of signs or symbols representing ideas or concepts

A feature article is longer than a new realese and is written for a specific publication

True

Radio copy should consist of short , familiar terms

True

Audience

Two or more receivers.

____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers. a. Digital marketing b. Digital media c. Electronic marketing d. Digital electronics e. E-marketing

a. Digital marketing

Consumers who act as ____ are becoming increasingly important to online marketers as a conduit for addressing consumers directly. a. creators b. critics c. collectors d. joiners e. spectators

a. creators

The ability to obtain digital information is referred to as

accessibility

Characteristics of E-Marketing: ___ is the ability for a business to identify consumers before they make a purchase.

addressability

The ability of a marketer to identify customers before they make a purchase is called

addressability

Redbox has established outlets in the simulated environment of Second Life. Your ____ is able to rent a movie from a Redbox. a. clone b. avatar c. pet d. Q e. dynasty

b. avatar

IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct a video contest, and generally find out the customers' likes and dislikes. IHOP in this example, is engaging in ____ marketing. a. distance b. relationship c. multiple-phase d. experiential e. community

b. relationship

Sears sells online through its website, while also selling through physical store locations. This type of retailing is referred to as

bricks-and-clicks

Due to consumer concerns over privacy, the ____ is considering regulations that would limit the amount of consumer information that marketers can gather online a. Internet Protection Agency b. Consumer Protection Agency c. Federal Trade Commission d. Better Business Bureau e. technology division of the Federal government

c. Federal Trade Commission

____ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers. a. Wikis b. Blogs c. Podcasts d. Virtual realities e. Photo-sharing

c. Podcasts

Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers usingdigital media and digital marketing. a. digital orientation b. digital media c. electronic marketing d. digital electronics e. electronic processing

c. electronic marketing

art work

consists of an advertisement illustration and layout

decoding process

converting signs and symbols into concepts and ideas

Internet sites that allow users to share photos, videos and podcasts are called which of the following? a. Video-sharing sites b. Photo-sharing sites c. Virtual sites d. Media-sharing sites e. Wikis

d. Media-sharing sites

Digital media such as blogs allow marketers to interact with prospective customers in a. person. b. an assertive manner. c. a non-threatening environment. d. real time. e. friendly environment.

d. real time.

personal selling

dependent on recruiting and hiring qualified salespeople

Interactive links on websites can help advertising move away from being an intrusion to

developing relationships

Client-based relationships are most likely to be developed by

doctors.

Smart phones contain ____ that help consumers access more information about businesses. a. treatments b. digits c. modulars d. actions e. applications

e. applications

The Internet has changed the way the managers at Chick-fil-A communicate and develop relationships with their customers and their

employees

national advertising/sales promotion

have higher expenses but low cost per individual

strong relationships with resellers

important to an organization's ability to maintain a sustainable competitive advantage

A genuinely new product, like the iPhone once was, offers

innovative benefits to consumers.

Walgreen's has set up a website that enables customers to converse with the company. This is an example of a(n) ____ website.

interactive

2. Personal Selling

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

Demand-based pricing most closely relates to the ____ of services.

perishability

_______ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers.

podcasts

__________ are free online publicity that helps the company

positive customer reviews

.. refers to demand for a product category rather than for a specific brand of product

primary demand

Individuals and business organizations that purchase products for the purpose of making a profit either by using the products to produce other products or by using them in their operations are classified as ____ markets. Select one: a. institutional b. reseller c. producer d. consumer e. government

producer

To gain benefits from promotions. marketers strive to....

properly plan, implement, coordinate, and control communications

feedback

receivers response to a message

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

source

Which social networking site asks its members "What are you doing?"

twitter

Jim owns and operates a wholesale hardware business that supplies small hardware parts to various manufacturers in the area. He takes title to the hardware and assumes all risks associated with ownership. Jim is a

merchant wholesaler.

Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should

monitor the website to see if web traffic increased after the launch of the campaign

Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer to articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears

more authentic than company-generated content

WOM communcation

most effective for new-to-market and expensive products

promotion

most organizations expend a large amount of resources on ____.

Sydney won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at

motivating salespeople

1) Predates Facebook. 2) Was once the largest social networking site until Facebook surpassed it. 3) Has a reputation for being more of a dating network than Facebook. 4) Is available in many different languages.

myspace

Capitol Supply's sales and sales force have continued to expand. Now, the firm plans to add a fleet of company cars as part of its sales compensation package. For Capitol Supply, these vehicles would represent a ____ purchase. Select one: a. reevaluated b. straight rebuy c. new-task d. modified rebuy e. reciprocal rebuy

new-task

promotion and communication process

nn

Anything that reduces the accuracy and clarity of communication is called

noise

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.

noise

anything that reduces a communication's accuracy and clarity is

noise

publicity

non-personal communication in a news-story form about an organization, its products or both

Inactives

none of the activities

size

often drives which promotional elements are chosen

combative promotional objective

often used by firms in highly competitive consumer markets

public relations

ongoing program during crises and good times

____ includes any attempt to intentionally conduct dishonest activities online. Select one: a. Digital identity theft b. Racketeering c. Online bribery d. Online spam e. Online fraud

online fraud

______ includes any attempt to intentionally conduct dishonest activities online

online fraud

______ of online shoppers read ratings and reviews before making a purchasing decision.

over 3/4

Any service provider that offers time-sensitive services receives most of its revenue during

peak demand

The target audience for an advertising campaign is the

people toward whom the advertisements are directed

Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the _____ approach to determine its advertising expenditures.

percent-of-sales

A car dealership is altering how it determines its advertising appropriation. It is moving from an approach where it sets its budget based on projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. It is switching from the _____ approach to the _____ approach.

percentage of sales , objective and task

​A car dealership is switching how it determines its advertising appropriation. They are moving from an approach where they set their budget based on their projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. They are switching from the _____ approach to the _____ approach.

percentage-of-sales; objective-and-task

Kinesic communication is an element in which type of promotional method?

personal selling

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is

personal selling

geographic distribution

personal selling is feasible when customers are concentrated in a small area; dispersed customers often best reached with advertising

promotion mix

personal selling, public relations, sales promotion, advertising

word-of-mouth communication

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

1) Flickr is the most popular ___ website, but there are many. 2) ___ provides an opportunity for companies by enabling them to display snapshots of company events, staff, and products. 3) ___ sites allow users to upload, edit, and share photos. 4) Helps to add a "personal touch" to businesses

photo sharing

Aaron Mahnke is the host of Lore, which posts true life scary stories biweekly. Users love Lore because they enjoy listening to scary stories. Marketers like Lore because they can sponsor content and become affiliated with this popular show. Users can access Lore by going onto the site and accessing the audio content, or they can subscribe through Stitcher and receive new content automatically. Lore is most likely a Select one: a. virtual game. b. podcast. c. video sharing site. d. widget. e. social network.

podcast

Due to increasing consumer demand, many television networks are creating ____ of their shows. Select one: a. imitations b. virtual realities c. digital characters d. wikis e. podcasts

podcasts

Due to increasing consumer demand, many television networks are creating ______ of their shows.

podcasts

1) ___ are audio or video files that can be downloaded from the Internet via a subscription that delivers content to listening devices or personal computers. 2) ___ are convenient because the user can listen to the ___ on his/her Mp3 player at his/her convenience. 3) ___ are a good tool for reaching the 18-29 year old demographic. 4) Television networks, as well as companies, are all creating ___ in order to benefit from this trend.

podcasts/podcasting

___ involves using communities of interested consumers to gather input and feedback for marketing purposes.

"Crowdsourcing"

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

Critics

-Post ratings/reviews of products or services -Comment on someone else's blog -Contribute to online forums -Contribute to/edit articles in a wiki

Creators

-Publish a Blog -Publish personal webpages -Upload original video -upload original audio/music -write articles or stories and post them

#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

Spectators

-read blogs -watch videos from other users -listens to podcasts -read online forums -read customer reviews/ratings

Characteristics of E-Marketing: -Digital marketing is distinct from traditional marketing channels in five key ways. they are ...?

1) addressability 2) interactivity 3) accessibility 4) connectivity 5) control

Elements of the Promotional Mix

1. Advertising 2. Personal Selling 3. Public Relations 4. Sales Promotion

Social Technographics Types (7)

1. Creators 2.Conversationalists 3. Critics 4. Collectors 5. Joiners 6. Spectators 7. Inactives

intensive, selective, exclusive

3 types of distributive intensity of the product

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ____ in compensation.

3,000

About ______ of Americans participate in online discussion forums

30%

business, consumer, price, use

4 characteristics of the product

Direct Marketing

5th element of Promotion Mix

create awareness stimulate demand encourage product trial monthly products retain loyal customers facilitate reseller support reduce sales fluctuations combat competitive promotional efforts

8 objectives of promotion

A paid form of nonpersonal communication about an organization and/or its products that is transmitted to a target audience through a mass medium is a) advertising. b) public relations. c) sales promotion. d) personal selling. e) campaigning.

A

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

Advertising, personal selling, sales promotion, and public relations are called a) promotion mix ingredients. b) marketing mix components. c) characteristics of a product. d) advertising tools. e) nonpersonal communication.

A

Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as a) viral marketing. b) buzz marketing. c) guerilla marketing. d) a word-of-mouth pyramid. e) personal advertising.

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

Head nodding, winking, hand gestures, and arm motions are all forms of _________ communication. a) kinesic b) spacing c) proxemic d) touching e) tactile

A

If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for a) love and affection. b) safety. c) self-esteem. d) self-actualization. e) respect from others.

A

If a pull policy is to be used in promoting a product, the firm a) promotes directly to consumers. b) promotes only to the next marketing institution down the marketing channel. c) promotes the product to retail stores only. d) promotes the product to wholesalers only. e) must also use the push policy to be effective.

A

If promotion does not do its job of stimulating demand, then the a) price of the promoted product is likely to increase. b) price of the promoted product will remain reasonably stable. c) price of the promoted product will decrease. d) cost of promotion will decline. e) cost will remain about the same.

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

Often when a company introduces a new product or line extension, its promotion will focus on _____ in order to initiate the product-adoption process. a) creating awareness b) stimulating demand c) retaining loyal customers d) combating competitive promotional efforts e) identifying prospects

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

Primary demand is defined as a) demand for a product category. b) demand for a new product. c) consumer awareness of a product category. d) stimulating demand for any products. e) demand for a particular brand.

A

Retro64 distributes free downloadable versions of its computer games for a short time. These efforts have a primary promotional objective of a) encouraging product trial. b) stimulating demand. c) identifying prospects. d) creating awareness. e) reducing sales fluctuations.

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

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? a) Advertising b) Public relations c) Sales management d) Sales promotion e) Personal selling

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

The use of a pull policy may require heavy expenditures for a) advertising and sales promotion. b) public relations and distribution. c) personal selling and public relations. d) distribution and advertising. e) sales promotion and personal selling.

A

What is the overall role of promotion? a) To stimulate product demand b) To identify prospects c) To retain loyal customers d) To encourage product trial e) To reduce sales fluctuations

A

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to a) facilitate reseller support. b) reduce sales fluctuations. c) combat competitive promotional efforts. d) encourage product trial. e) retain loyal customers.

A

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing a) sales promotion. b) advertising. c) guerilla marketing. d) personal selling. e) public relations.

A

Which of the following industries is most likely to employ combative promotional efforts? a) Fast food b) Computer processors c) Tax-preparation services d) Television producers e) Automotive paints

A

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients? a) The size, geographic distribution, and demographic characteristics b) The cultural diversity and population size c) The age, sex, religion, and race characteristics d) Existing product adoption categories e) Existing levels of price consciousness

A

Promotion Mix

A combination of promotional methods used to promote a specific product.

Source

A person, group, or organization with a meaning it tries to share with a receiver or an audience. Translates meaning into code. Should employ signs or symbols familiar to the receiver or audience.

Communication

A sharing of meaning through the transmission of information

Communication

A sharing of meaning through the transmission of information.

Viral Marketing

A strategy to get consumers to share a marketer's message, often through e-mail or online videos, in a way that spreads dramatically and quickly.

______________ was established in 1967 and promotes trade and economic integration among member nations in Southeast Asia. Select one: a. GATT b. ASEAN c. APEC d. WTO e. MERCOSUR

ASEAN

Which of the following is similar for both for-profit and nonprofit marketing?

Ability to use effective marketing activities

Characteristics of E-Marketing: ___ is the ability to obtain digital information. It allows consumers to find information about competing products, prices, and reviews and become more informed about a firm and the relative value of its products.

Accessibility

Major Criticisms of Promotion

Accused of deception (i.e. deceiving or misleading); Blamed for increasing prices; It manipulates consumers into buying products they do not need; Leads to a more materialistic society; Consumers do not benefit sufficiently from promotional activity to justify its high cost.

Which of the following characteristics distinguish online media from traditional marketing?

Addressability, interactivity, accessibility, connectivity, and control

A(n) ________ channel provides the opportunity for a marketer to customize promotions.

Addressable

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

Advertising

The Four Elements of the Promotion Mix

Advertising Personal Selling Public relations Sales promotion

Promotional Mix Ingredients

Advertising, Personal Selling, Sales Promotion, and Public Relations

4 Possible Elements of a Promotion Mix

Advertising, Personal selling, Public relations, and Sales promotion.

Sales Promotion

An activity or material that acts as a direct inducement, offering added value or incentive for the product, to resellers, salespeople, or consumers (i.e. free samples, games, rebates, sweepstakes, etc.).

What is the primary difference between an agent and a broker?

An agent represents a company on a permanent basis while a broker is employed temporarily

Buzz Marketing

An attempt to incite publicity and public excitement surrounding a product through a creative event.

Factors that are used to determine a product's promotion mix...

An organization's promotional resources, objectives, and policies; Characteristics of the target market; Characteristics of the product; and Cost and availability of promotional methods.

Noise

Anything that reduces a communication's clarity and accuracy. When the decoded message differs from the encoded one.

A consumer contest is an example of a) personal selling. b) sales promotion. c) advertising. d) indirect selling. e) public relations.

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

Blockbuster offers its customers a Blockbuster Rewards Card that allows them to rent every sixth movie free and provides various discounts throughout the year. The primary promotional objective of programs such as this is a) encouraging product trial. b) retaining existing customers. c) stimulating demand. d) combating competitive promotional offers. e) reducing sales fluctuations.

B

Brandon walks around behind purchasing agent Shannon Wise as she looks at the pamphlet describing Hyster's new conveyer system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not understand the ___________ communication Shannon is sending. a) tactile b) proxemic c) kinesic d) verbal e) promotional

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

Cost efficiency, repetition, and adding product value are all potential benefits of a) public relations. b) advertising. c) personal selling. d) promotion. e) guerilla marketing.

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

High-priced products usually depend heavily on which promotion mix ingredient? a) Advertising b) Personal selling c) Public relations d) Sales promotion e) Telemarketing

B

Hunt's decided to put a much larger share of its promotion budget into ___________ because of the heavy reliance it will be placing on coupons in the second quarter. a) advertising b) sales promotion c) public relations d) telemarketing e) personal selling

B

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on a) retailers. b) wholesalers. c) ultimate consumers. d) other producers. e) institutional users.

B

If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year, this would be an example of a) advertising. b) sales promotion. c) viral marketing. d) packaging. e) publicity-based public relations.

B

If the push policy is used in promoting a product, the firm a) promotes directly to consumers. b) promotes only to the next marketing institution down the marketing channel. c) promotes the product to wholesalers only. d) promotes the product to retailers only. e) will be assured of having an effective promotional mix.

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

One of the biggest problems associated with ___________ as an element of promotion is the high absolute dollar outlay often required. a) personal selling b) advertising c) public relations d) sales promotion e) packaging

B

Promotion can help keep prices lower because a) demand for the product does not increase. b) promotion of prices intensifies price competition. c) promotion of prices leads to nonprice competition. d) promotion tends to reduce consumers' price sensitivity. e) promotion tends to stabilize a product's price elasticity of demand.

B

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to a) stimulate demand. b) encourage product trial. c) create awareness. d) combat competitive promotional efforts. e) retain loyal customers.

B

Public relations a) should be used mostly to counteract any competitive promotions or negative publicity. b) is an element of promotion that should be handled on a continuous basis. c) should be used solely to respond to emergencies that could significantly damage the company's reputation. d) is paid communication that helps enhance a company's image by highlighting its philanthropic efforts. e) is generally not given much weight because the information is generated by the company itself.

B

Sweepstakes, free samples, coupons, and rebates are examples of a) advertising. b) sales promotion techniques. c) publicity. d) personal selling techniques. e) packaging methods.

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 makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. This method of promotion is an example of _____, and is used to stimulate _______ demand. a) viral advertising; primary b) sales promotion; selective c) sales promotion; primary d) product placement; selective e) product placement; primary

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 Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been? a) Selective demand b) Pioneer promotion c) Comparative promotion d) Primary demand promotion e) Retention promotion

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

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies? a) Guerilla communication b) Word-of-mouth communication c) Buzz marketing d) Viral marketing e) Conversational promotion

B

___________ links the purchase of an organization's products to support of philanthropic organizations favored by the target market. a) Promotion b) Cause-related marketing c) Charity-related promotion d) Selective demand promotion e) Charitable nonprofit marketing

B

The verbal portion of adviertisment, including headlines, body, and signature is called

B. Copy

Which of the following statements applies to media planing

B. The message content affects the types of media used for an advertising campaign

The attitude toward the object model (known as the Fishbein model) consists of which three elements? Select one: a. Beliefs about product attributes, the strength of beliefs, and the evaluation of beliefs b. Intentions, beliefs about product attributes, and what others think c. Selecting, organizing, and interpreting information inputs d. Perception, motivation, and beliefs about product attributes e. Safety, social, and self-actualization

Beliefs about product attributes, the strength of beliefs, and the evaluation of beliefs

___ are web-based journals through which authors can editorialize and interact with other Internet users.

Blogs (web-logs)

Public Relations

Broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.

Which of the following is NOT an example of a producer market member? Select one: a. Buyers of services used for their operations of their organizations b. Buyers of finished products that intend to resell them for a profit c. Buyers of semifinished items used to make other products d. Buyers of raw materials e. Buyers of finished items used to make other products

Buyers of finished products that intend to resell them for a profit

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____________ advertising. a) unfair b) illegal c) deceptive d) push e) pull

C

A common form of tactile communication in U.S. business activities is a) hugging. b) kissing. c) handshaking. d) eye contact. e) head nodding.

C

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

An attempt to create a trend or acceptance of a product through word-of-mouth communication is called a) guerilla marketing. b) viral marketing. c) buzz marketing. d) personal publicity. e) conversational promotion.

C

As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners. A(n) ___________, which is a form of tactile communication, concludes the session. a) smile b) walk to the door c) handshake d) exchange of business cards e) pleasant good-bye

C

As they walk to the car, Erin Brandeis tells her sales representative, Joachin Perez, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ___________ communication to Joachin. a) tactile b) proxemic c) kinesic d) verbal e) signal

C

Bowflex uses infommercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at a) creating awareness. b) encouraging product trial. c) identifying prospects. d) stimulating demand. e) retaining loyal customers.

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

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 a) the vice president of sales. b) manipulation. c) promotion. d) information. e) sales promotion.

C

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate? a) Promotion costs cause product costs to be higher. b) Promotion activities make up the bulk of marketing. c) The role of promotion is to stimulate product demand. d) Promotion should be directed toward numerous audiences. e) Most promotional efforts are performed through advertising.

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

Frequently, Burger King restaurants offer 32-ounce glasses depicting currently popular movie characters free with the purchase of a large drink. This example illustrates Burger King's use of which one of the following elements of the promotion mix? a) Packaging b) Personal selling c) Sales promotion d) Public relations e) Telemarketing

C

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion a) forces people to spend too much. b) forces prices to go up. c) encourages materialism. d) creates needs. e) can be harmful.

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

Kinesic communication is an element in which type of promotional method? a) Advertising b) Public relations c) Personal selling d) Packaging e) Sales promotion

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

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is a) personal promotion. b) advertising. c) personal selling. d) public relations. e) individual promotion.

C

Procter & Gamble periodically sends out coupons and free samples of products like Downy fabric softener. This illustrates P&G's use of which of the following elements of the promotion mix? a) Advertising b) Personal selling c) Sales promotion d) Public relations e) Telemarketing

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

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they a) cost too much. b) are illegal. c) are potentially harmful. d) do not last. e) are not competitive.

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

Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This would best be an example of a) sales promotion. b) word-of-mouth promotion. c) product placement. d) viral marketing. e) publicity.

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 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

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build _________ demand. a) primary b) secondary c) selective d) economic e) competitive

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

Which of the following is not an integrated communications tactic used by Toyota? a) word-of-mouth communication b) advertising c) publicity d) personal selling e) sales promotion

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

___ of Forrester Research developed a classification system to help marketers understand what kind of technology users their target markets are.

Charlene Li and Josh Bernoff

Proxemic Communication

Communicating by varying the physical distance in face-to-face interactions. Less obvious form of communication used in personal selling.

Kinesic Communication

Communicating through the movement of head, eyes, arms, hands, legs, or torso (i.e. winking, head nodding, hand gestures, and arm motions).

Tactile Communication

Communicating through touching (i.e. handshaking). Less popular in the U.S. than in many other countries.

Promotion

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

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

Lil Angels Kids Spa offers various treatments designed to appeal to the younger customer. Treatment options include manicures, pedicures, facials, tea parties, and dress up photos. Parents can even purchase a birthday party package. Currently, Lil Angels offers its services only to girls under the age of 14. Originally begun in Delaware, Lil Angels is considering opening its spa/salons in other parts of the country and is planning to expand its offerings to girls aged 14 to 17. The company realizes that some changes may be needed. For example, management wants to find out if the older girls will be interested in their birthday party and tea party services. Refer to Scenario 6.1. Lil Angels Kids Spa is currently using a(n)____ targeting strategy. Select one: a. concentrated b. selective c. undifferentiated d. differentiated e. exclusive

Concentrated

Characteristics of E-Marketing: ___ keeps customers and businesses connected with each other.

Connectivity

___ is important to marketers; online forums can be a good place to gather consumer feedback.

Consumer feedback

Electronic Word of Mouth

Consumers tend to trust Internet reviews posted by other consumers, making sites such as Yelp an important tool for investigating new products or businesses.

Characteristics of E-Marketing: ___ refers to consumers' ability to regulate the information they receive via the Internet.

Control

____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. Select one: a. Interactivity b. Accessibility c. Connectivity d. Control e. Addressability

Control

Coding Process (or Encoding)

Converting meaning into a series of signs or symbols representing ideas or concepts.

Decoding Process

Converting signs and symbols into concepts and ideas

Decoding Process

Converting signs or symbols into concepts and ideas.

Integrated Marketing Communications

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

Integrated Marketing Communications

Coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers.

8 Promotional Objectives

Create awareness, Stimulate demand, Encourage product trial, Identify prospects, Retain loyal customers, Facilitate reseller support, Combat competitive promotional efforts, Reduce sales fluctuations

Kent works in the public relations department of his company. He sends a news release about a new product offering to several newspapers and television stations. Kent knows from past experience that even when the media use his news releases, they often release the information at inopportune times. They will also sometimes cut out what Kevin believes are the most important points to make the news fit. However, Kent accepts these disadvantages because free publicity offers the advantage of

Credibibility

______ is a term that refers to the use of digital media to obtain opinions on the needs of potential markets

Crowdsourcing

All of the following are examples of publicity-based public relations tools except a) press conferences. b) feature articles. c) news releases. d) annual reports. e) news stories.

D

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is a) advertising. b) personal selling. c) public relations. d) sales promotion. e) packaging.

D

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

Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's a) noise. b) coding process. c) encoding. d) channel capacity. e) feedback.

D

During the introduction stage of the product life cycle, which type of promotion would a firm focus on? a) Reminder b) Competitive c) Comparative d) Pioneer e) Repetitive

D

Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on a) advertising. b) publicity. c) sales promotions. d) personal selling. e) distributor incentives.

D

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool? a) People are more likely to believe a human being than a print ad. b) TV and radio ads are not feasible for smaller companies. c) It can achieve more sales through business customers than through individual consumers. d) It is easier to measure a salesperson's effects on sales than advertising's effects on sales. e) The firm is charging a higher price to cover the expensive salaries of its salespeople.

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

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

Pioneer promotion is most likely to be used during the _____ stage of the product life cycle. a) maturity b) decline c) growth d) introduction e) presentation

D

Promotion helps consumers because it a) costs billions of dollars each year, which stimulates the U.S. economy. b) always stresses wholesome values, which benefits society. c) persuades consumers to make the right choices. d) informs consumers and places them in a position to specify the products that they seek. e) tends to be informative and not persuasive.

D

Since Whizz is a new product, which of the following promotional methods would you least recommend? a) magazine ads. b) viral marketing. c) television commercials. d) a price-reduction sales promotion. e) public relations.

D

Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of _____ marketing, while the TV commercials described above would be an example of ________ marketing. a) pull; push b) personal selling; push c) pull; sales promotion d) push; pull e) personal selling; sales promotion

D

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of a) sales promotion. b) advertising. c) personal selling. d) publicity. e) kinetic communication.

D

Threatt Production makes low-priced, convenience products that are widely available. It is most likely to focus its promotion efforts on a) public relations. b) personal selling. c) viral marketing. d) advertising. e) sales promotion.

D

To gain maximum benefit from promotional efforts, marketers must strive to a) become directly involved rather than indirectly involved. b) obtain information about the marketing environment through their MIS. c) realize the needs of their target market and try to meet them. d) properly plan, implement, coordinate, and control communications. e) use promotion during the growth stage of the product's life cycle.

D

Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of a) advertising. b) personal selling. c) sales promotion. d) buzz marketing. e) push marketing.

D

Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a) Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps. b) Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. c) The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. d) After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks. e) Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings.

D

Which of the following types of promotion informs potential customers about a product and what it is? a) Reminder b) Competitive c) Comparative d) Pioneer e) Repetitive

D

Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback? a) Publicity b) Sales management c) Sales promotion d) Personal selling e) Public relations

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

Amos works as a manager in the marketing department of a pharmaceutical firm. The time has come to develop sales forecasts for the next year. This year the company wants to increase the reliability of the sales forecast. Amos was asked to participate in this process because of his extensive market knowledge. He joins a group of other experts in the area. Individuals in Amos's group all submit their own forecasts. These forecasts are then averaged, and the results are given back to the group so they can refine them. The intent is to reach a consensus by working separately on these forecasts. What type of forecasting technique is this? Select one: a. Executive judgment b. Time series analysis c. Random factor analysis d. Delphi technique e. Regression analysis

Delphi technique

Primary Demand

Demand for a product category rather than for a specific brand of product.

Selective Demand

Demand for a specific brand.

Comcast uses a segmentation strategy for its cable TV packages based on market characteristics such as age, gender, or income. Which of the following category of segmentation variables is Comcast using? Select one: a. Product-related b. Behavioristic c. Geographic d. Demographic e. Psychographic

Demographic

___ uses digital media to develop communications and exchanges with customers

Digital marketing

___ can be great resources for conducting market research, gathering information about consumers, and asking customers about their preferences.

Digital media

___ help to level the playing field between large and small companies, as both have access to the same sites and the same information.

Digital media

Wag is a service similar to Uber in that it uses an app and promotes the sharing economy concept. Dog owners can use the app to contact independent contractors, who will travel to the dog's home and take it for walks, usually while the dog's owner is away. Users often pay the dog walkers tips. However, they receive the benefit of not having to worry about their pet getting exercise. This service capitalizes on which variable of the e-marketing mix? Select one: a. Product b. Distribution c. Pricing d. Promotion e. Digital media

Distribution

1) The Internet is a new distribution channel that helps businesses increase efficiency. 2) Processing orders electronically reduces inefficiencies, costs, and redundancies while increasing speed. 3) Shipping times and costs are an important element in attracting customers. 4) Walmart and other retailers now offer "site to store" services that allow customers to eliminate paying for shipping and pick up orders in the nearest store. 5. Distribution involves a push-pull dynamic, with companies pushing to get products to consumers and channel members pulling to find one another.

Distribution Considerations

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of a) encouraging product trial. b) retaining loyal customers. c) stimulating demand. d) creating awareness. e) identifying prospects.

E

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

E

A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to a) stimulate primary demand. b) offset competitors' promotional efforts. c) facilitate reseller support. d) retain loyal customers. e) reduce sales fluctuations.

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

Communication through the use of brochures, annual reports, event sponsorships, and news stores is referred to as a) advertising. b) personal selling. c) sales promotion. d) publicity. e) public relations.

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

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of a) combating competitive promotional offers. b) facilitating reseller support. c) encouraging product trial. d) retaining loyal customers. e) reducing sales fluctuations.

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

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on a) advertising. b) word-of-mouth communication. c) public relations. d) sales promotion. e) personal selling.

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 basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to a) retain loyal customers. b) facilitate reseller support. c) reduce sales fluctuations. d) stimulate primary demand. e) identify prospects.

E

The makers of Whizz considered a new promotional method for their product. A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall. Along with the Whizz, the students received a coupon for $1.00 off their next purchase. They could receive another coupon for $3.00 off if they went online and emailed five friends at another college, telling them about Whizz. The friends could then go to a website and print a coupon for $2.00 off their next purchase. The sample boxes given to the college students are an example of ______, while the emails to the five friends are an example of _____. a) sales promotion; advertising b) sales promotion; personal selling c) publicity; sales promotion d) viral marketing; sales promotion e) sales promotion; viral marketing

E

The two main reasons for criticism of promotional activities are that promotion a) has some flaws, and it is deceptive. b) is deceptive, and it causes prices to rise. c) pervades our daily lives, and it creates needs in us. d) creates needs in us, and it encourages materialism. e) has some flaws, and it pervades our daily lives.

E

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using a) promotion. b) integrated marketing communications. c) charity marketing. d) charitable promotion. e) cause-related marketing.

E

When a salesperson varies the physical distance between himself and a customer he is using a) kinesic communication. b) personal selling. c) tactile communication. d) comfort relations. e) proxemic communication.

E

_____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders. a) Stakeholder management b) Personal selling c) Integrated marketing communications d) Sales promotion e) Public relations

E

1) Basic Internet literacy is rising all over the world, making it a good way to reach global consumers. 2) Most businesses now find it necessary to use digital marketing to grab and maintain market share. 3) Digital media can help businesses streamline their organizations and offer new benefits and convenience to consumers.

E-Marketing Strategy

Advertising companies usually receive

E. A 15 percent commission paid by the media from which it makes purchases

___ refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing.

Electronic marketing, or e-marketing

Using cutting-edge technology in association with social networks and blogs in order to assist in workplace connections is referred to as

Enterprise 2.0

Joann and Rachel are searching for an apartment. They will most likely engage in which one of the following forms of decision making? Select one: a. Routinized response behavior b. Limited decision making c. Extended decision making d. Impulse buying e. Intensive response behavior

Extended decision making

Which of the following forms of communication is the most adaptive and flexible?

Face-to-face

Sonic communicates with its customers through ____, which is the most popular social networking site in the world.

Facebook

To have some of its cereals highlighted in an advertisement mailed out by Kroger grocery stores, Kellogg agreed to pay a portion of Kroger's costs associated with the advertising mailer. Kellogg's payment is designed to

Facilitate reseller support

A news story about a product is an example of promotion

False

If a restaurant known for its delicious food and fun entertainment , does not serve alcohol its displaying advocacy advertising

False

Salespersons perception of brand advertising is negatively related to their effort and performance

False

Due to consumer concerns over privacy, the _______ is considering regulations that would limit the amount of consumer information that marketers can gather online

Federal Trade Commission

______ is a popular photosharing site on the Internet.

Flickr

Safe Auto Insurance advertises "minimum coverage for minimum budgets" for its automobile insurance. Which of the following best describes Safe Auto's approach?

For some services, customers look for the low-cost provider, which is what Safe claims to be.

Management at More Hands Maid Service is concerned that it maintains a high level of service for its business accounts. How should the firm monitor the level of service these customers receive? Select one: a. Specify service uniformity. b. Develop a code of service. c. Formally survey customers. d. Stress truthfulness with employees. e. Set service objectives.

Formally survey customers

Organization's Marketing Information System

Information about customers and marketing environment forces, Integrated marketing communications plan, Customers, Feedback

Characteristics of E-Marketing: ___ allows customers to express their needs and wants directly to the firm in response to its communications, in contrast to the one-way communications of traditional marketing media.

Interactivity

The ___ allows marketers to communicate with consumers, reach new markets, and target markets more precisely. (this is important for e-marketing)

Internet

The Alphabet Corporation, best known for its Google search engine, is a prime example of a multinational enterprise. With this in mind, which of the following would most accurately characterize Alphabet's operations? Select one: a. It has operations or subsidiaries in many different countries. b. It would not expect its foreign operations to share the same goals as the parent firm. c. It places most of its emphasis on profits generated in foreign countries. d. It follows a strategy of market globalization. e. It does not concern itself with differences in markets around the world.

It has operations or subsidiaries in many different countries

________ that can allow almost real-time measurement and evaluation should be embedded at the onset of a social media strategy. Select one: a. Strategic performance indicators b. Google Analytics c. Key performance indicators d. Click-through rates e. Hashtags

Key performance indicators

________ that can allow almost real-time measurement and evaluation should be embedded at the onset of a social media strategy. Select one: a. Strategic performance indicators b. Hashtags c. Key performance indicators d. Google Analytics e. Click-through rates

Key performance indicators

Which of the following would suggest that a company is implementing a phase-out strategy for a declining product?

Maintaining the product's marketing mix

The annual Consumer Reports rating of your company's flagship product was just released. Generally speaking the rating was good but not great. Based on the consumer comments that were referenced in the rating, it appears that many consumers have a negative view of the product's convenience and safety attributes.​ ​ In order to address these consumer concerns your company should consider doing which of the following?

Make functional modifications to the product

Which of the following sales forecasting techniques would generally be most suitable for estimating sales of a new product? Select one: a. Regression methods b. Customer surveys c. Executive judgment d. Market tests e. Time series analysis

Market tests

​Which of the following statements is not true about recruiting and training a sales force?

Marketers agree on a generally accepted set of traits for being an effective salesperson.

Internet sites that allow users to share photos, videos, and podcasts are called which of the following? Select one: a. Media-sharing sites b. Wikis c. Video-sharing sites d. Virtual sites e. Photo-sharing sites

Media-sharing sites

Brown Dog Cycles creates sleek and modern bicycles for commuters and cycling enthusiasts using the latest materials such as carbon fiber frames. Brown Dog Cycles are relatively expensive, but its urban customers routinely pay $2,000 to $4,000 for the hand-crafted bicycles. The owners are considering expanding their company's footprint outside the United States and are considering opportunities to export its products to Canada and Mexico. They have learned that _______ eliminated virtually all tariffs on goods produced and traded among Canada, Mexico, and the United States. Select one: a. ASEAN b. NAFTA Correct c. MERCOSUR d. EU e. APEC

NAFTA

Some hospitals in the United States find that their need for radiologists to read X-rays is volatile during the evening and early morning hours, especially between 2:00 and 6:00 a.m. This is because the number of emergency room visits needing X-rays is usually lower than those required during daytime operating hours. There is a recent trend where hospitals in the United States are contracting radiologists from countries such as Australia to read the electronically-transmitted X-rays during the evening and early morning hours. This is an example of Select one: a. outsourcing. b. contract sourcing. c. franchising. d. contract manufacturing. e. licensing.

Outsourcing

Advertising

Paid nonpersonal mass-communication about an organization and its products transmitted to a target audience through a mass medium.

Personal Selling

Paid personal communication that attempts to inform customers and persuade them to purchase products in an exchange situation. Although expensive, personal selling is especially useful in high-risk business-to-business transactions requiring a large amount of investment.

Word Of Mouth Communication

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

Word-of-Mouth Communication

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies. Most customers are likely to be influenced by friends and family members when making purchases.

Dalip Singh makes an appointment to visit with a new dermatologist in town because of a recent bad sunburn. When he arrives at the dermatologist's office, Dalip notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. However, the other patients in the waiting room were talking about how much they liked the doctor. While Dalip viewed the dermatologist as competent, he decided not to visit him again even though the dermatologist recommended a follow-up. Which situational influences are most likely to have affected Dalip's decision? Select one: a. Antecedent states b. Purchase reasons c. Momentary mood d. Physical surroundings e. Social surroundings

Physical surroundings

Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a bicycler has fallen and had a head injury. The technology then releases and audible signal that will help others know the there is an injury which needs treatment. This is considered to be a new product that is in the introduction stage of the product life cycle. Which type of promotion should Rob focus on?

Pioneer

Cognitive dissonance is most likely to occur during which part of the decision-making process? Select one: a. Purchase b. Postpurchase evaluation c. Problem recognition d. Information search e. Evaluation of alternatives

Postpurchase evaluation

1) Price is the most flexible element of the marketing mix. 2) Digital marketing can enhance products' value by providing extra benefits like service, information, and convenience. 3) Discounts and promotions can be quickly communicated using digital media. 4) Deal websites allow consumers to compare prices of products and find the best deals.

Pricing Considerations

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

Swiss-based Toblerone has taken a global approach to marketing its chocolate products. Which of the following is most easily standardized? Select one: a. Price b. Advertising c. Promotion d. Distribution e. Product

Product

1) Connectivity of digital media creates opportunities for businesses to add services and to enhance product benefits. 2) Some companies use advertising campaigns and contests to develop better products; some products are only available via digital media. 3) The Internet can make it easier to anticipate consumer needs—but competition makes quality products and service offerings more important than ever.

Product Considerations

Ideally, test marketing should follow which stage in the new-product development process?

Product development

Nucor provides steel for a variety of uses to its various customers. Customers have different needs for the steel, and thus Nucor has to prepare the raw steel differently depending on how customers will use it in their production processes. The primary business segmentation variable in this example is Select one: a. customer size. b. geographic location. c. product use. d. customer importance. e. organization classification.

Product use

Pull Policy

Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel. Primarily done through advertising and sales promotion.

Push Policy

Promoting a product only to the next institution down the marketing channel. Stresses personal selling.

Raging Waters is a water park located in San Dimas, California, and typically welcomes 10,000 to 20,000 visitors daily from Los Angeles and nearby cities in Southern California. Raging Waters is known for its coaster-like slides and historically has added one new thrill attraction each season. The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes from their website. Which element of the marketing mix is Raging Waters using to generate interest and ticket sales for the park? Select one: a. Social media b. Product c. Price d. Promotion e. Distribution

Promotion

Raging Waters is a water park located in San Dimas, California, and typically welcomes 10,000 to 20,000 visitors daily from Los Angeles and nearby cities in Southern California. Raging Waters is known for its coaster-like slides and historically has added one new thrill attraction each season. The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes from their website. Which element of the marketing mix is Raging Waters using to generate interest and ticket sales for the park? Select one: a. Social media b. Promotion c. Product d. Distribution e. Price

Promotion

1) Promotion is one of the best applications for digital media 2) Consumer consumption patterns are changing and marketers must adapt. 3) Most traditional promotions can be enhanced by using digital media.

Promotion Considerations

Major Defenses of Promotion

Promotional activities can help consumers make informed purchasing decisions; Laws, government regulation, and industry self-regulation minimize deceptive promotion; Promotion usually tends to lower prices; Promotion helps keep prices lower by facilitating price competition.

______ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

Public relations

The General Agreement on Tariffs and Trade was initially implemented to do which of the following? Select one: a. Prevent the dumping of products into developing countries b. Merge the United States, Canada, and Mexico into a single market c. Promote free trade among members by eliminating trade barriers and educating individuals, companies, and governments about trade rules across the world d. Reduce worldwide tariffs and increase international trade e. Provide loans to countries to build up their infrastructure and increase economic opportunities

Reduce worldwide tariffs and increase international trade

A forecasting method that predicts sales based on relationships between past sales and other variables is called Select one: a. the Delphi technique. b. customer forecasting surveys. c. random factor analysis. d. regression analysis. e. time series analysis.

Regression analysis

Peet's Coffee will spend $500,000 marketing its newest latte drink. It expects to sell 1 million of these lattes over the next year. These 1 million lattes are a _____________ for Peet's Coffee. Select one: a. cycle analysis b. sales forecast c. breakdown approach d. buildup approach e. regression analysis

Sales forecast

Which of the following can be stimulated by increasing the number of product uses and promoting them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests and games, and sweepstakes?

Selective demand

What are the three primary ways that marketers deliver services?

Service facilities, customer's home, or from a distance

Media Plan

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

Samantha needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Spirit Airlines because, for a similar price to other airlines, it had a better reputation for service. For Samantha, this flight is an example of which type of product?

Shopping

Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses ____ as a research tool to gain this information.

Social Networking

Our society uses many factors, including occupation, educational level, income, wealth, religion, race, ethnic group, and possessions, to group people into Select one: a. social classes. b. attitudinal segments. c. family types. d. reference groups. e. geographic regions.

Social classes

___ can be a means for firms to gather free insights from consumers on how to improve products and services.

Social networking and the Internet

___ evolved quickly over a short period of time. They began in the 1970s with bulletin board systems, but did not really start to take off until the early 2000s.

Social networks

An organization that decides to buy all of a certain part from the same company is using Select one: a. straight rebuy. b. same vendor analysis. c. multiple sourcing. d. sole sourcing. e. single-supplier purchasing.

Sole sourcing

Communication Process

Source, Coded message, Communications channel, Decoded message, Receiver or audience, Feedback

Communication Process

Source, Coding, Medium, Decoding, and Feedback

Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog

Spectator

If you want to read what other people think about products, movies, or world events, Google has online forums and blogs that are readily accessible. ______ would most likely want to simply read the opinions of others.

Spectators

Advertising Platform

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

Integrated Marketing Communications

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact Information between branches and stores and their advertising and head quarters

Which of the following variables would most likely be used to segment a business market? Select one: a. An attitude of the company's CEO b. Net income generated by the company c. The lifestyle of the company's buying agent d. Common opinions of the company's employees e. The geographic location of the company

The geographic location of the company

Receiver

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

Receiver

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

Channel Capacity

The limit on the volume of information a communication channel can handle effectively.

Communications Channel

The medium of transmission that carries the coded message from the source to the receiver or audience.

Role of Promotion

The overall role of promotion is to stimulate product demand

Feedback

The receiver's response to a message

Product Placement

The strategic location of products or product promotions within entertainment media content to reach the product's target market.

Which of the following statements about the undifferentiated targeting strategy is false? Select one: a. The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target market. b. The opposite of the undifferentiated targeting strategy is the differentiated targeting strategy. c. The undifferentiated targeting strategy uses one promotional program aimed at everyone in the target market. d. The undifferentiated targeting strategy is good for use with staple items, such as sugar and salt. e. The undifferentiated targeting strategy should be used when the needs of individual customers are similar.

The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target market.

Which of the following statements is true regarding Fan Pages on Facebook?

They have no benefit for the company, but are still essential because the consumer demands it.

Zoe is planning to open an upscale dress boutique. She is evaluating ease of movement to and from sites, vehicular traffic, types of stores in the area, and transportation networks. Which strategic retailing issue is she concerned with at the time?

Time

Alex works for a manufacturer of sports equipment and is currently developing a company sales forecast for golf clubs. While reviewing data, he discovered a pattern in sales volume over the past ten years that peaked during two months of each year. Alex likely used which sales forecasting technique? a. Time series analysis b. Regression analysis c. The Delphi technique d. Executive judgment e. Market tests

Time series analysis

Medium

To share an encoded message with a receiver or audience, the means of carrying the coded message.

LaCroix has a new flavor of sparkling water that it wants to test to determine reactions of probable buyers. Which of the following test market characteristics would be least useful to LaCroix when testing the new beverage?

Tourism is a major industry in the area.

What should marketers do to promote the consistency and reliability of their services most effectively?

Train employees and develop standard procedures for dealing with customers

Buzz marketing is an attempt incite publicity and public excitement surrounding a product through a creative event

True

Marketers spend more on sales promotion than on advertising, and sales promotion appears to be a faster-growing area than advertising.

True

Product advertising is often used to stimulate demand directly

True

Public relations is a broad set of communication efforts used to create and maintain favorable relationships between the organizations and its stakeholders.

True

1. The increased tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions through blogs or digital media. As a result, the environment has become more interactive. 2. Consumers' tendencies to trust other consumers over corporations. Consumers often rely on the recommendations of friends, family, and fellow consumers when making purchasing decisions.

Two major trends have caused consumer-generated media to gain in importance.

If a large proportion of customers in a total market have similar product needs and the company has the resources to develop a marketing mix to satisfy them, which targeting strategy would be effective? Select one: a. Differentiated strategy b. Positioning strategy c. Segmented strategy d. Undifferentiated strategy e. Concentrated strategy

Undifferentiated strategy

If a large proportion of customers in a total market have similar product needs and the company has the resources to develop a marketing mix to satisfy them, which targeting strategy would be effective? a. Segmented strategy b. Concentrated strategy c. Differentiated strategy d. Positioning strategy e. Undifferentiated strategy

Undifferentiated strategy

1) ___ allows anyone who wishes to upload videos to the Internet to do so. 2) YouTube is the most popular, but hundreds of other video sharing sites exist. 3) Viral marketing is a marketing tool that utilizes the Internet, especially ___ and social networking sites, to spread a message and create brand awareness. Campaigns that successfully go viral are transmitted rapidly around the Internet with no help from the marketer. 4) Marketers increasingly use consumer-generated content for ad campaigns, rather than for hiring ad executives.

Video sharing

1) Second Life is the most popular of ___ worlds, but there are many. 2) ___ are simulated environments that can involve thousands of participants and allow users to select an avatar and live out an alternative life online. 3) Some, like Second Life, allow users to buy and sell goods, services, and even real estate in the ___. 4) Businesses have set up ___ stores in order to take advantage of the trend.

Virtual Realities/virtual worlds

word-of-mouth

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

1) Wikipedia is the most famous ___ 2) Monitoring ___ can give corporations a better idea of how consumers feel about their company or products. 3) As with other digital media, a negative representation in a ___ can damage the reputation of a company. 4) Some organizations use ___ as an internal tool for complex projects.

Wikis

___ are websites where users can add or edit content of posted articles.

Wikis

______ monitors social networks for fraudulent accounts and assist their clients in removing the deceptive accounts.

a brand-protection firm

public relations

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

Public Relations

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

reduce sales fluctuations

a business cannot operate at peak efficiently when sales fluctuate widely. holidays and seasonal products

Craigslist wants to know which social networking sites drive the most traffic to the Craigslist website. The best way to gain this information is through

a digital media measurement system

product placement

a form of advertising that strategically locates products or product promotions within entertainment media to reach a product's target market

Trey chooses to have his hunting equipment store in a location away from the main part of town so that he can have a large parking lot and an outdoor range for customers to test out his merchandise. Trey's store is

a free-standing structure

publicity

a non-personal communication in a news-story form about an organization, its products, or both

advertising

a paid non personal communication about an organization and its product transmitted to a target audience through mass media

advertising

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

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 an exchange situation

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

Source

a person, group or organization that has a meaning it intends and attempts to share with a receiver or an audience

Source

a person, group, or organization that has a meaning it attempts to share with an audience.

source

a person, group, or organization with a meaning it attempts to share with a receiver/audience

communications

a sharing of meaning through the transmission of information

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

viral marketing

a strategy to get consumers to share a marketer's message, often through email or online video, in a way that spreads dramatically and quickly

pioneer promotion

a way to stimulate primary demand, promotion that informs consumers about a new product

Li and Bernioff group consumers into six groups: they are...?

a) Creators b) Critics c) Collectors d) Joiners e) Spectators f) Inactives

Dion is a marketing communications consultant who specializes in the strategic use of social networking sites. Which of the following statements would most likely describe the companies that can use Dion's services? a. Any sized company b. Only large to medium sized companies c. Only companies with a specialized target market d. Only companies with a unique product e. Only companies whose target customer is mainly women

a. Any sized company

____ are people who gather information and organize content generated by critics and creators. a. Collectors b. Spectators c. Joiners d. Creators e. Critics

a. Collectors

____ usually constitute a smaller part of the online population than the other groups. a. Collectors b. Spectators c. Joiners d. Creators e. Critics

a. Collectors

____ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis. a. Creators b. Critics c. Collectors d. Joiners e. Spectators

a. Creators

Kyle is a new marketing manager for Anthropologie. He believes that if Anthropologie wants to grow and connect with its customers that there is no better way than to use Facebook. What do most marketing strategists think about Facebook? a. Marketers should establish a Facebook page. b. Marketers should avoid recommendations from customers via Facebook. c. Marketers should ignore the advice of customers on Facebook. d. Marketers need to use multiple Facebook pages. e. Marketers should maintain strict control of consumers' comments on Facebook.

a. Marketers should establish a Facebook page.

A new trend in video marketing is the use of amateur filmmakers. a. True b. False

a. True

Accessibility refers to a customer's ability to access information about products, such as colors, prices, and reviews. a. True b. False

a. True

Addressability represents the ultimate expression of the marketing concept. a. True b. False

a. True

Almost any traditional promotional event can be enhanced or replaced by digital media. a. True b. False

a. True

As the Internet and digital communication technologies have advanced, marketers are able to target markets more precisely. a. True b. False

a. True

Attempts to deceive consumers into releasing personal information online is referred to as online fraud. a. True b. False

a. True

Besides Facebook and Twitter, many foreign countries have their own social networking sites. a. True b. False

a. True

Bloggers can post whatever opinions they like about a company or its products, regardless of whether or not the blog's content is factually accurate. a. True b. False

a. True

Collectors gather information and organize content generated by critics and others. a. True b. False

a. True

Companies use photosharing in order to add a personal touch to their businesses. a. True b. False

a. True

Companies use wikis as internal tools for teams working on projects requiring lots of documentation. a. True b. False

a. True

Connectivity is the use of digital networks to provide linkages between information providers and users. a. True b. False

a. True

Consumers view the illegal downloading of copyrighted materials as more unethical if the person's motivation is primarily utilitarian, then if it is for a hedonistic reason. a. True b. False

a. True

Control refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. a. True b. False

a. True

Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency. a. True b. False

a. True

Digital marketing uses all digital media to develop communication and exchanges with customers. a. True b. False

a. True

Digital online media marketing facilitates both price and non-price competition. a. True b. False

a. True

Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing communications. a. True b. False

a. True

Internal social networks are a great way to capture knowledge and identify experts on different subjects within an organization. a. True b. False

a. True

It is not unusual for Joiners to be members of several social networking sites at once. a. True b. False

a. True

Many people now seek recommendations from social media friends before conducting other kinds of searches. a. True b. False

a. True

One of the fastest-growing areas in mobile technology is the creation of applications. a. True b. False

a. True

People who comment on blogs or post ratings and reviews are known as Critics. a. True b. False

a. True

Podcast listeners have the ability to send comments to the podcaster regarding the material presented in a podcast. a. True b. False

a. True

Rather than wait for legislation to be passed regarding Internet rules, many web advertisers attempt self-regulation to govern how consumer information is collected and used online. a. True b. False

a. True

Small businesses can use digital media to develop strategies to reach new markets and access inexpensive communication channels. a. True b. False

a. True

Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator. a. True b. False

a. True

Spectators like to read what other people write and produce online, but do not produce any content themselves. a. True b. False

a. True

The majority of online shoppers read ratings and reviews to aid in their purchasing decisions. a. True b. False

a. True

To communicate with their employees, companies may use wikis and podcasts. a. True b. False

a. True

While consumers can use websites to access more information, marketers can also use the same sites to get information on the consumer. a. True b. False

a. True

The ability to obtain digital information is referred to as a. accessibility. b. addressability. c. interactivity. d. connectivity. e. control.

a. accessibility.

JCPenney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JCPenney is practicing a. addressability. b. social networking. c. interactivity. d. accessibility. e. control.

a. addressability.

Home Depot has an iPhone icon that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n) a. application (app). b. keypad function. c. voice-activated system. d. digital system. e. interactivity.

a. application (app).

One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses a. applications (apps) b. widgets c. cookies d. speed dials e. texts

a. applications (apps)

Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as a. brick-and-clicks. b. side-by-side. c. bricks-and-mortar. d. online-specialty. e. web-only.

a. brick-and-clicks.

Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer to articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears a. more authentic than company-generated content. b. more interesting than company-generated content c. more approving than company-generated content d. more current than company-generated content e. more flattering than company-generated content

a. more authentic than company-generated content.

Due to increasing consumer demand, many television networks are creating ____ of their shows. a. podcasts b. wikis c. virtual realities d. digital characters e. imitations

a. podcasts

The two levels of expectations that consumers generally have about services are

acceptable and desired.

This is an example of one of the characteristics that distinguish online media from traditional marketing, namely

accessibility

a) Mobile devices, such as smartphones and PDAs, utilize apps to help consumers access more information about businesses. b) Mobile marketing allows marketers to utilize promotions over customers' mobile devices, sometimes in real-time as customers walk by eligible stores. c) Accessibility can be viewed from a firm's perspective as well. "Open innovation" encourages sharing of ideas and innovations between companies and customers for their mutual benefit.

accessibility

sales promotion

activity or material that acts as a direct inducement, offering added value or incentive to resellers, salespeople, or customers

Due to the use of cookies, many websites are able to track visitors when they return to their websites. This helps them track how often the visitor views the website and in what products he or she shows an interest. Some websites have capitalized on this by providing product recommendations to users when they return to their websites based on their past activity. This is an example of Select one: a. accessibility. b. connectivity. c. interactivity. d. addressability. e. control.

addressability

JC Penney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JC Penney is practicing

addressability

a) A social network is a web-based meeting place for friends, family, co-workers, and peers that allows users to create a profile and connect with other users for the purposes that range from getting acquainted, to keeping in touch, to building a work-related network. b) Addressability on social networks comes from their ability to provide a meeting ground for individuals and groups with similar interests and consumption patterns. c) The addressability inherent in digital media enhances the service dimension of products and facilitates relationship marketing through enabling customers to engage in feedback and product innovation. d) Addressability represents the ultimate expression of the marketing concept because it allows marketers to tailor marketing mixes more precisely to customers, to track online buying behavior, and to gather data on individual customers that enhance future marketing efforts.

addressability

The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of

addressability.

JC Penney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JC Penney is practicing

addressibility

The ability of a marketer to identify customers before they make a purchase is called

addressibility

cost-efficient, repeating messages, visibility

advantages of advertising

more specific, greater impact, immediate feedback

advantages of personal selling

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

Many innovative competitors now offer services, such as ___, at a fraction of the cost of large companies.

advertising

Xander is preparing the promotional plan for Wenger Swiss Gear backpacks in early May. This promotion will be executed in the month of August and will be a paid form of nonpersonal communication. It will be communicated to a target audience through mass media. Xander is using the ______ form of promotion.

advertising

mass media consumption

advertising is changing as ____ ______ ______ habits are changing.

When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using

advocacy advertising

The three major ways to modify a product include

aesthetic, quality, and functional changes.

size of an organization's promotional budget

affects the number and intensity of promotional methods used

demographic characteristics

age, income, education, etc will affect consumers' media consumption patterns and are important considerations when developing the promotion mix

A business advantage of the concentrated targeting strategy for any company is that it Select one: a. allows a firm to develop a special marketing mix for a single market segment. b. allows a firm to utilize all of its production capacity. c. requires less market research and information. d. maintains the firm's flexibility in moving into other market segments. e. requires less intensive analysis of customers' characteristics and needs.

allows a firm to develop a special marketing mix for a single market segment.

buzz marketing

an attempt to incite publicity and public excitement surrounding a product through a creative event

online fraud

any attempt to conduct fraudulent activities online, including deceiving consumers into releasing personal information

Noise

anything that can distract a receiver from a sources message

noise

anything that reduces a communication's clarity and accuracy

According to the text, a product is defined as

anything the customer receives in an exchange.

Missionary Salespeople

assist producers customers in selling to their own customers

podcasts

audio or video file that can be downloaded from the internet with a subscription that automatically delivers new content to listening devices or personal computers, offer the benefit of convenience, giving users the ability to listen to or view content when and where they choose.

Hobby Lobby encourages customers to post feedback on their company website because customer-generated content appears more ________ than corporate messages.

authentic

Redbox has established outlets in the simulated environment of Second Life. Your ____ is able to rent a movie from a Redbox.

avatar

Redbox has established outlets in the simulated environment of Second Life. Your _____ is able to rent a movie from a Redbox.

avatar

Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company. a. True b. False

b. False

An accessible channel means the marketer knows who the customer is and can specifically address that person. a. True b. False

b. False

Anyone who becomes a member of social networking sites is a Collector. a. True b. False

b. False

Before posting information on a blog, the blogger must make certain that the information is accurate. a. True b. False

b. False

Commentators are people who comment on blogs or post ratings and reviews. a. True b. False

b. False

Connectivity refers to a customer's ability to regulate the information that is viewed. a. True b. False

b. False

Consumers view the illegal downloading of copyrighted materials as more unethical if the person's motivation is primarily for fun, then if it is for personal gain. a. True b. False

b. False

Control refers to the customer's ability to access information on the Internet with simple clicks on a keyboard. a. True b. False

b. False

Creators gather information and organize content generated by critics and others. a. True b. False

b. False

Despite emerging technologies, consumers are unchanging in their traditional information searches and consumption behaviors. a. True b. False

b. False

Digital marketing is a term used for any electronic media that functions using digital codes. a. True b. False

b. False

Digital media refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers Internet using digital marketing. a. True b. False

b. False

Discussion forums are not very popular with the online population. a. True b. False

b. False

E-marketing includes the use of mobile phones, but not digital outdoor marketing devices. a. True b. False

b. False

Initiators are those consumers who generate their own media outlets, such as blogs and wikis. a. True b. False

b. False

It is unusual for consumers to be members of several social networking sites at once. a. True b. False

b. False

Joiners are those consumers who read what other consumers write, but do not produce any content themselves. a. True b. False

b. False

Marketers can use digital media to promote their companies, but marketers should not use this medium to address problems. a. True b. False

b. False

Online fraud includes any attempt to conduct dishonest activities online, with the exception of tricking consumers into releasing personal information. a. True b. False

b. False

Participants in a virtual reality environment use fictional currency to purchase items; the currency cannot be converted to real dollars. a. True b. False

b. False

Positive and negative online reviews act as reputation enhancers. a. True b. False

b. False

Real businesses can have a store in a virtual reality environment, but they must use a fictional name. a. True b. False

b. False

Sites such as Twitter, Facebook, Pinterest, and Instagram can be used to gather information about consumers, but they are not a good substitute for focus groups. a. True b. False

b. False

So far, social networking has gained popularity only in America. a. True b. False

b. False

Social networking sites are useful for large business, but are not financially feasible for small businesses. a. True b. False

b. False

The Facebook audience is large, but it has yet to surpass the audience of a popular television network. a. True b. False

b. False

The increase of consumers who publish their own thoughts and product reviews through digital media has caused consumer-generated information to be less important because some of the information is false. a. True b. False

b. False

Traditional advertising is unlimited in terms of interactivity. a. True b. False

b. False

Traditional marketing media are more consumer-driven than digital media. a. True b. False

b. False

Twitter is useful for communications between friends, but not for communications between businesses and customers. a. True b. False

b. False

When consumers conduct an online product information search, corporate-generated content appears more credible than consumer messages. a. True b. False

b. False

While social networks can be used to target customers, it is still easier to target precise consumer groups using traditional marketing media. a. True b. False

b. False

____ relates to perceptions of value and is the most flexible element of the marketing mix. a. Distribution b. Pricing c. Store location d. Product mix e. Promotion

b. Pricing

Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog. a. Collector b. Spectator c. Inactive d. Creator e. Critic

b. Spectator

Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress? a. Facebook b. Twitter c. Blog d. Google+ e. QQ

b. Twitter

____ are computer-based online simulated environments that involve participants. a. Wikis b. Virtual realities c. Podcasts d. Blogs e. Photo-sharing

b. Virtual realities

The ability of a marketer to identify customers before they make a purchase is called a. connectivity. b. addressability. c. interactivity. d. accessibility. e. control.

b. addressability.

Telluride Ski Resort in Telluride, Colorado is a world-class ski destination. Taylor is a newly-hired manager of digital media and electronic marketing for Telluride. Taylor remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers. a. blogs b. amateur filmmakers c. Twitter announcements d. advertising firms to develop videos e. virtual realities

b. amateur filmmakers

NorthFace launched a promotional campaign using various forms of digital media. In order to evaluate the success of the campaign, NorthFace should a. measure profitability during and after the campaign. b. compare sales before and after the campaign was launched. c. measure sales and profitability after the campaign was launched. d. measure demand during and after the campaign. e. look at sales for a year after the campaign.

b. compare sales before and after the campaign was launched.

One trend that has caused consumer-generated information to gain importance is a. an increase in mobile digital technology. b. consumers' tendencies to trust other consumers over corporations. c. the cultural trend of consumers being influenced by the "village." d. the increase in adults other than parents influencing children. e. a reduction in advertising expenditures.

b. consumers' tendencies to trust other consumers over corporations.

Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media. a. accessibility b. control c. interactivity d. addressability e. connectivity

b. control

Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's a. target market. b. credibility. c. market share. d. reach. e. image.

b. credibility.

Electronic media that function using digital codes are called a. digital marketing. b. digital media. c. electronic marketing. d. digital electronics. e. e-marketing.

b. digital media.

Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses ____ as a research tool to gain this information. a. futurism b. social networking c. give-aways d. promotional events e. sponsorship

b. social networking

Digital media have created opportunities for companies to a. gain more control over what the consumer sees. b. target specific markets. c. offer the exact experience as a brick and mortar store. d. manage information that is disseminated through the web. e. stimulate all five senses during the online shopping experience.

b. target specific markets.

Immediate feedback

best done through personal selling

1) Two-thirds of Internet users read ___, and over half of ___ say they will ___ about products they strongly like or dislike. 2) ___ give consumers power over companies because companies cannot control what bloggers write. 3) ___ represent a marketing opportunity, as they give firms an opportunity to address consumer concerns or to defend their corporate reputations.

blogs

kinesic

body language, communicating through movement of the head, eyes, arms, hands, legs, or torso

If Glade, which markets Glade scented PlugIns and Glade scented candles and wax melts were to introduce Glade laundry detergent and dryer sheets with the same scents, this would be called ____ branding.

brand-extension

The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate its advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest. Select one: a. blog b. bulletin-board site c. podcast d. media-sharing site e. wiki

bulletin-board site

Samuel is an engineer involved in the product development of a new engineered stone that would be sold to manufacturers of kitchen countertops. Currently, Samuel and his colleagues are considering the potential for profitability of the new product. They are likely in the ____ phase of the new product development process.

business analysis

sales fluctuate rapidly

business cannot operate at peak efficiency when __________.

Cube Company sells small refrigerators. It usually sells these refrigerators to hotels and offices. However, sometimes its customers choose to buy their refrigerators because they do not have a lot of room for a full-size refrigerator in their houses and apartments. Its primary market is a(n) _____________ market, but it also sells to a(n) _____________ market. Select one: a. business; consumer b. business; demographic c. business; industrial d. consumer; business e. industrial; target

business; consumer

When introducing a new vehicle targeted to the 18-34 age category Toyota used several different methods of communication. First, it did research in several large cities to find out who the opinion leaders were in that age group. By visiting the local nightlife, one or two people in each city were selected and given a new vehicle to drive for two weeks. They were told to share information about this new vehicle with their friends and through social media. After a few weeks, a television campaign was launched with commercials introducing the new vehicle. Toyota also placed ads in magazines that were targeted to the 18-34 age group and used drive-by billboards in the large cities near the nightclub areas. Refer to Scenario 16.1. Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of

buzz marketing.

Pizza Hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should a. Have a contest to gather consumer-generated content. b. Ignore comments from Critics. c. Add tags to webpages or photos. d. Post its own promotional messages on blogs and websites. e. Stick to traditional promotions rather than social networking.

c. Add tags to webpages or photos.

Which of the following characteristics distinguish online media from traditional marketing? a. Experience, networking, and personal contact b. Social networking, personal contacts, control, and salesmanship c. Addressability, interactivity, accessibility, connectivity, and control d. Environment, responsiveness, customization, and affordability e. Dynamic responsiveness, control, friendliness, and attention-getting

c. Addressability, interactivity, accessibility, connectivity, and control

____ are web-based journals in which writers can editorialize and interact with other Internet users. a. Bings b. Googles c. Blogs d. Podcasts e. Wikis

c. Blogs

Which of the following statements is true about e-marketing and the marketing mix? a. For most companies, digital marketing is not necessary to grab and maintain market share. b. Consumers' increased access to product information causes them to buy more than they otherwise would. c. In some cases, companies will only offer certain products via digital media, including the Internet. d. Digital media cannot help businesses streamline their organizations. e. Basic Internet literacy is declining all over the world.

c. In some cases, companies will only offer certain products via digital media, including the Internet.

____ are online users who do not participate in any digital online media. a. Collectors b. Spectators c. Inactives d. Creators e. Critics

c. Inactives

____ allows customers to express their needs and wants directly to a company in response to its marketing communications. a. Socialability b. Addressability c. Interactivity d. Accessibility e. Control

c. Interactivity

Anyone who becomes a member of Twitter, Facebook, or other social networking sites is a a. Collector. b. Spectator. c. Joiner. d. Creator. e. Critic.

c. Joiner.

You have just completed a two-day offsite meeting with your marketing team. During the meeting, you solidified your company's strategy for distributing, promoting, pricing products, and understanding the needs and desires of your customers by utilizing digital media marketing tactics. Which of the following statements best describes what you just accomplished? a. You developed your company's marketing concept. b. You developed your company's go-to-market strategy. c. You developed your company's e-marketing strategy. d. You developed your company's marketing mix strategy. e. You developed your company's product distribution strategy.

c. You developed your company's e-marketing strategy.

A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the product or service. a. a news article comments page b. an email c. a popular blog d. a company Web page e. a Wikipedia page

c. a popular blog

Papa John's received negative publicity concerning the quality of the contents used in making their pizza. The information in the news report was incorrect, and was corrected on the next newscast. However, Papa John's wanted to go further and respond to the issue by creating a web-based journal that gives accurate information about Papa John's and the ingredients they use. This journal is an example of a(an) a. electronic news source. b. digital diary. c. blog. d. podcast. e. Twitter account.

c. blog.

Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzed, and Clue. The company has posted online cash rewards for consumer reviews of their games. In doing so, Milton Bradley/Parker Brothers is striving to utilize a. electronic media. b. a test market. c. consumer-generated marketing. d. new concept viewing. e. Fan Pages.

c. consumer-generated marketing.

Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should a. compare sales before and after the campaign was launched. b. monitor web traffic during the campaign. c. monitor the website to see if web traffic increased after the launch of the campaign. d. compare demand before and after the campaign was launched. e. measure sales and profitability after the campaign was launched.

c. monitor the website to see if web traffic increased after the launch of the campaign.

The Internet can be referred to as a ____ medium because users determine which websites they are going to view. a. selective b. discriminating c. pull d. push e. monopolistic

c. pull

The Internet is often called a _________ medium because users determine which websites they are going to view. a. ubiquitous b. democratic c. pull d. empowering e. selective

c. pull

Two trends that have caused consumer-generated information to gain importance is a. the recession and a reduction of advertising expenditures. b. globalization and the cultural trend of consumers being influenced by the "village." c. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations. d. an increase in mobile digital technology and store brands. e. an increase in children's influence over the purchasing decision and the fact that adults other than parents influence children.

c. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.

international promotion

can be difficult because of lack of promotional channels

When Yoplait Yogurt gives a portion of its profits to breast cancer research, it is using

cause-related marketing

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their

channel capacity.

Jax owns a sporting goods company that has now expanded to 200 stores across the country. His main form of marketing is advertising in different magazines. In Vermont and New York, he advertises in skiing magazines. In California he advertises in surfing magazines. In Colorado and Utah, Rex advertises in magazines focused on hiking. On the other hand, Jax is also trying to get professional golfing associations to purchase some of his high-end golfing equipment. In this case, rather than advertising Jax meets with representatives from these organizations personally. Jax is most likely selecting promotion mix factors based on

characteristics of the target market.

Business products are

classified according to their characteristics and intended uses.

According to the text, the direct consumers of a nonprofit organization's ideas or services are called its ____ public

client

The _______ stage of the personal selling process is when the salesperson asks the prospect to buy the product

closing

When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This principle is called Select one: a. distortion. b. framing. c. closure. d. interpretation. e. figure-ground.

closure

Google is the ultimate website for people who want to collect information. Google started out as a search engine and then expanded into offering many other services. ______ were Google's initial target market.

collectors

______ usually constitute a smaller part of the online population than the other groups.

collectors

proximic

communicating by varying the physical distance between two parties in face-to-face interactions

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered

communication channels.

Promotion

communication that builds and maintains favorable relationships by informing and persuading one of more audiences to view an organization more positively or favorably and to accept its product

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

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 - goal is to stimulate product demand and build customer relationships

tactile

communication through touching

Northface launched a promotional campaign using various forms of digital media. In order to evaluate the success of the campaign, Northface should

compare sales before and after the campaign was launched.

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

business products

concentrate on personal selling and sales promotion

The Disney website offers users the ability to create a character or a comic. You have the option of allowing other people to view and comment on your new creation. Which characteristic of e-marketing is being utilized here?

connectivity

_______ involves the use of digital networks to provide linkages between information providers and users.

connectivity

a) Connectivity has improved because of digital media like Facebook and other social networking sites. b) Social networks often attract large and diverse audiences, which are appealing to marketers.

connectivity

When shopping for detergent, Dylan looks at Arm & Hammer, Gain, Method, and Cheer and chooses the one that is on sale. These four brands make up his ____ set. Select one: a. problem b. purchase c. alternate d. consideration e. imposed

consideration

Parker Brothers has posted on-line cash rewards for consumer reviews of their games. In doing so, Parker Brothers is striving to utilize

consumer-generated marketing

To differentiate their products, companies sometimes emphasize the product support services that they offer. This is especially true when

consumers perceive all products in a market to have essentially the same quality, design, and features

One trend that has caused consumer-generated information to gain importance is

consumers' tendencies to trust other consumers over corporations.

Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media.

control

Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ______ characteristic of online media.

control

Due to external pressures and concerns for privacy, Yahoo now has an opt-out option for Internet-based advertising. This is an example of ​

control

Gabrielle is a retailing and consumer sciences major and plans to pursue a career in fashion design. She enjoys setting the trends for her friends and owns approximately 50 pairs of shoes. She loves shopping for shoes on Zappos, a popular online retail store that is a subsidiary of Amazon. Zappos offers millions of styles of shoes, but Gabrielle can simplify her search through the use of filters. She can filter the search by style, color, material, brand name, and heel height in order to reduce the number of shoes that appear in the search results. Zappos is taking advantage of _____, one of the characteristics of online media. Select one: a. interactivity b. addressability c. accessibility d. control e. connectivity

control

Visitors to the Disney website have the ability to regulate the information they view and the activities they participate in. This is an example of

control

______ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.

control

a) The Internet is a "pull" medium because users can regulate the information to which they are exposed—putting the power in the hands of consumers, not marketers. b) Negative reviews can damage a company, but positive reviews represent free publicity.

control

coding process (encoding)

converting meaning into a series of signs or symbols

Facilitating Re-seller Support

cooperative advertising efforts between manufacturers and retailers

integrated marketing communications

coordinating multiple marketing tools to produce this synergistic effect requires a marketer to employ a broad perspective. - is increasingly accepted - consistent message to customers - coordinate/manage promotional efforts

integrated marketing communications

coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers

consumer sales promotion methods

coupons free samples premiums consumer contest

Pizza hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should

create a Fan Page and invite consumers to post their thoughts

Pizza hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should

create a Fan Page and invite consumers to post their thoughts.

Often when a company introduces a new product or line extension, its promotion will focus on ______ in order to initiate the product-adoption process

creating awareness

Customer density and distribution are important factors in

creating sales territories

Consumers who act as ______ are becoming increasingly important to online marketers as a conduit for addressing consumers directly.

creators

Google can give instructions on how to construct almost anything, from a house to a science experiment. As for online applications, you can learn anything from developing your own website to starring in a video. Google's "how to" features would most likely appeal to

creators

Red Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are

creators

______ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis.

creators

Many services have aspects that consumers may never be able to evaluate, even years after the purchase and consumption of the service. These attributes are called

credence qualities.

Toyota encourages customers to post reviews on their company website in the hopes of increasing the company's

credibility

Through Google, people can comment on someone else's blog, post product reviews, or contribute to a wiki. ______ would most likely participate in this kind of activity.

critics

create awareness

crucial to initiating the product adoption process for new products

The necessary interaction between service provider and customer that allows a service to be delivered is called

customer contact.

One of the most important benefits of e-marketing is the ability of marketers and Select one: a. government regulators to share information. b. customers to share information. c. vendors to share resources. d. customers to obtain digital information. e. competitors to share information.

customers to share information

____ connects customers with marketers as well as other customers. a. Accessibility b. Addressability c. Interactivity d. Connectivity e. Control

d. Connectivity

____ involves the use of digital networks to provide linkages between information providers and users. a. Accessibility b. Addressability c. Interactivity d. Connectivity e. Control

d. Connectivity

____ are more consumer-driven than traditional media. a. Television commercials b. Radio spots c. Print ads d. Digital media e. Billboard advertisements

d. Digital media

Sonic communicates with its customers through ____, which is the most popular social networking site in the world. a. Flickr b. Twitter c. LinkedIn d. Facebook e. Google+

d. Facebook

Crate and Barrel uses ____ to market themselves visually by displaying snapshots of company events, staff, and products. a. wikis b. blogs c. Skyrocket d. Flickr e. Twitter

d. Flickr

____ includes any attempt to intentionally conduct dishonest activities online. a. Racketeering b. Online spam c. Digital identity theft d. Online fraud e. Online bribery

d. Online fraud

____ are free online publicity that helps the company. a. Negative customer reviews b. Company websites c. Anti-company wikis d. Positive customer reviews e. Social technographics

d. Positive customer reviews

Ralph Lauren has retail stores in China where Spectators make up the majority of the online population. The Spectators are interested in reading about the latest fashions from the western culture but don't typically create and add their own content. Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should Ralph Lauren do? a. Have a contest to gather consumer-generated content. b. Ignore comments from Critics. c. Add tags to webpages or photos. d. Post its own promotional messages on blogs and websites. e. Stick to traditional promotions rather than social networking.

d. Post its own promotional messages on blogs and websites.

Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first ten people to answer a riddle by calling a local phone number will receive free tickets to the show and back-stage passes. Which social networking site would be the best for Lady Gaga to broadcast information about this contest? a. Flickr b. Facebook c. Google+ d. Twitter e. Skyrocket

d. Twitter

Red Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are a. collectors. b. spectators. c. joiners. d. creators. e. critics.

d. creators.

The ability to process orders electronically and increase the speed of communications via the Internet reduces a. customer satisfaction due to lack of human involvement. b. customer satisfaction due to hard-to-navigate websites. c. cognitive dissonance. d. distribution costs. e. customer involvement.

d. distribution costs.

As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed a. in danger. b. under the authority of the government. c. in the hands of the company's competitors. d. in the hands of the consumer. e. in the hands of the stockholders.

d. in the hands of the consumer.

Sam's Club has developed a website that allows employees to create a profile and connect with co-workers for the purpose of getting acquainted and building a work related network. This is an example of a a. virtual reality. b. podcast. c. recruiting tool. d. social network. e. employment opportunity.

d. social network

One trend that has caused consumer-generated information to gain importance is a. the recession. b. the globalization of companies. c. the increase in store brands. d. the increase of consumers using digital media to publicize their own product reviews. e. the increase in consumer buying power.

d. the increase of consumers using digital media to publicize their own product reviews.

Some companies use ____ as internal tools for teams working on a project requiring lots of documentation. a. Facebook pages b. Fan Pages c. Bings d. wikis e. Notebook pages

d. wikis

MySpace has experienced difficulties competing with Facebook, in part because of its reputation as more of a ______ site than one for keeping in touch with friends.

dating

The feasibility and degree of globalization is determined by the Select one: a. degree of similarity among the various environmental and market conditions. b. degree of commitment by local managers. c. culture of the nation. d. degree of adoption of Western culture. e. laws of the nation.

degree of similarity among the various environmental and market conditions.

Selective Demand

demand for a particular brand - like it for its strength and benefits

primary demand

demand for a product

selective demand

demand for a specific brand

During periods of high demand, Uber pricing will often go up, a practice it terms "surge pricing." On the other hand, when times are slow, the prices of rides will often go down. This is to encourage passengers to use Uber during periods of slow demand. This pricing strategy is an example of

demand-based pricing.

Electronic media that function using digital codes are called

digital media

It is important that marketers incorporate multiple ___ into their marketing strategies

digital media

Types of ___ in which Internet users are likely to participate include blogs, wikis, video sharing sites, podcasts, social networking sites, virtual reality sites, mobile applications, and more.

digital media

____ are more consumer-driven than traditional media.

digital media

______ are more consumer-driven than traditional media.

digital media

The marketing channels for services are usually

direct from provider to customer.

The three major types of nonstore retailing are

direct marketing, direct selling, and vending.

All of the following are types of direct marketing except

direct selling.

high absolute dollar outlay, slow feedback, difficult to measure effect, less persuasive, limited time exposure

disadvantages of advertising

expensive, labor intensive, time consuming

disadvantages of personal selling

Roses is a regional self-service retail store that sells name-brand electronics, tools, housewares, and sporting goods at low prices. Roses is an example of a

discount store.

The ability to process orders electronically and increase the speed of communications via the Internet reduces

distribution costs

After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is Select one: a. dissatisfaction with the purchase. b. the establishment of criteria for comparing products. c. doubts that occur because the buyer questions whether the decision to purchase the product was right d. a function of the manner in which the manufacturer of the product describes its attributes. e. the congruence between external and internal searches for product information.

doubts that occur because the buyer questions whether the decision to purchase the product was right

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

The most important benefit of ___ is the ability of marketers and consumers to share information. The Internet has changed how marketers communicate with consumers, suppliers, and employees.

e-marketing

____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. a. Accessibility b. Addressability c. Interactivity d. Connectivity e. Control

e. Control

Zipcar is a group of individuals who share a car's services in order to save money and keep the environment green. Zipcar encourages its users to go to a blog and make comments or post ratings and reviews. These people would be called ____ with reference to the blog. a. Collectors b. Spectators c. Joiners d. Creators e. Critics

e. Critics

Which of the following regulatory bodies is responsible for enacting legislation that regulates the information companies can gather online from consumers and about consumers? a. U.S. Department of Justice b. Department of Homeland Security c. FDA d. U.S. Department of Commerce e. Federal Trade Commission

e. Federal Trade Commission

____ is a popular photosharing site on the Internet. a. Google+ b. Facebook c. MySpace d. Twitter e. Flickr

e. Flickr

KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should a. Have a contest to gather consumer-generated content. b. Ignore comments from Critics. c. Add tags to webpages or photos. d. Post its own promotional messages on blogs and websites. e. Focus more on traditional promotions rather than social networking.

e. Focus more on traditional promotions rather than social networking.

. ______________ can be ideas and creative materials, songs, movies, books, electronics that are developed to educate or entertain. a. Blogs b. Virtual sites c. Wikis d. Copyrights e. Intellectual property

e. Intellectual property

Of the online user segments in The Social Technographics Profile, the largest group in most countries is a. Creators b. Critics c. Collectors d. Joiners e. Spectators

e. Spectators

Walgreen's has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. a. accessible b. controlled c. linked d. addressable e. interactive

e. interactive

As digital communication technologies have advanced, it is possible for marketers to a. have more control over their product's positioning. b. have more control over the processing of information. c. have more control over people's perceptions of their business. d. be more selective on news releases regarding their company. e. reach markets that were previously inaccessible.

e. reach markets that were previously inaccessible.

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends. a. their eating habits b. their spending money c. their disposable income d. their shopping partners e. their information searches

e. their information searches

The attrition rate for digital media channels is a. nonexistent. b. diminutive. c. low. d. about the same as traditional businesses. e. very high.

e. very high.

A ____ is a type of software that creates an interface that enables users to add or edit the content of some types of websites. a. bing b. digital diary c. blog d. podcasting e. wiki

e. wiki

Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital marketing.

electronic marketing

digital media

electronic media that function using codes, media available via computers, phones, and other digital devices.

The last stage in the development of any advertising campaign is

evaluating the effectiveness of advertising

All of the following are major steps in developing new products except

evaluation of competitors' efforts

___: 1) Became the largest social networking site in the world in 2008, with a third of all Internet users having visited the site. 2) Appeals to a broad demographic, making it a great resource for marketers. 3) The fastest growing demographic on ___ is women over 55. 4) Users can become a "fan" of products and companies they like. 5) Encourages consumer interaction with companies. 6) Good resource for small companies because it is an economical way to advertise.

facebook

When Betty Crocker introduced its Asian Favorites and Mexican Favorites flavors of its Helper line, it gave special offers to supermarkets to carry the new product and supplemented these offers with consumer advertising. Betty Crocker's primary objective is to

facilitate reseller support.

The forces that other people exert on one's buying behavior are called social influences. These come from reference groups and opinion leaders, digital influences, social classes, culture and subcultures, roles, and Select one: a. perception. b. ethnic heritage. c. personality. d. attitudes. e. family.

family

The average Facebook user becomes a fan of several ______ each month

fan pages

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.

feedback

advertising

flexible and can reach large or small audiences

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as

flighting

KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should

focus more on traditional promotions rather than social networking

The final stage of the selling process is

follow-up

An opinion leader is likely to be most effective under all of the following conditions except when the Select one: a. follower has values and attitudes similar to the opinion leader. b. product details are numerous and complicated. c. follower has high product involvement. d. follower has attitudes and values that are different from those of the opinion leader. e. follower has low product knowledge.

follower has attitudes and values that are different from those of the opinion leader.

An arrangement in which a supplier grants a dealer the right to sell products in exchange for some type of consideration is

franchising.

When Herstyler adds an electrical component that automatically shuts off its curling irons when they have been left on for more than one hour, this improvement would best be classified as a(n)

functional modification.

Aaron of WP International, a major marketer of word-processing software, calls the administrative assistant of Kimberly, director of purchasing for MMK, Inc. He sets up an appointment to discuss an upcoming purchase of software. The administrative assistant plays the role of ____ in this purchase decision. Select one: a. order giver b. buying center captain c. decider d. gatekeeper e. buyer

gatekeeper

Rockabye Baby is a boutique that sells luxury baby items. It is located in Los Angeles. The owner has been highly successful over the years and has decided to open another store in San Diego. However, sales at this store have been low. The owner asked a marketing consultant for advice about what went wrong. The consultant says the location is not ideal for the market. The owner located his store in a high-income area, but most of the people in the area are singles or retired couples. Instead, the owner should have used ____________ to identify an area of the city with higher-income neighborhoods characterized by couples who want only the best for their newborn babies. Select one: a. behavioristic segmentation b. benefit segmentation c. family life cycle d. geodemographic segmentation e. demographic segmentation

geodemographic segmentation

free samples

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

The University of North Carolina and the University of Illinois at Urbana-Champaign both offer online MBA programs that are available to students around the world. This is an example of Select one: a. customization. b. nationalization. c. globalization. d. regionalization. e. licensing.

globalization

The two main reasons for criticism of promotional activities are that promotion

has some flaws, and it pervades our daily lives.

Marketers aiming at business customers, rather than at ultimate consumers, Select one: a. do not need to select target markets. b. have an enormous amount of information available concerning potential customers. c. have more difficulty in determining where their customers are located. d. are restricted in the types of promotion they can use. e. have more difficulty in estimating customers' purchase potentials.

have an enormous amount of information available concerning potential customers

Laws, government regulations, and industry self-regulation ______________ deceptive promotion.

have helped decrease

In your market research into the buying behavior of a target market, you have confirmed that members of the group do in fact exhibit varying levels of involvement when buying certain products. For example, you confirmed the group has a __________ level of involvement when they are purchasing cars and clothing. When they are shopping for groceries, they exhibit a __________ level of involvement. Select one: a. low; enduring b. low; high c. high; enduring d. enduring; high e. high; low

high;low

The first stage in the development of any advertising campaign is

identifying the advertising target audience

Artwork, a major part of most advertisements, consists of the

illustrations and the layout

As a result of the escalating use of digital media, some of the marketer's control over dispensing product information has been placed Select one: a. in the hands of the consumer. b. in the hands of the stockholders. c. in the hands of the company's competitors. d. under the authority of the government. e. in danger.

in the hands of the consumer

As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed

in the hands of the consumer

______ are online users who do not participate in any digital online media.

inactives

intensive distribution

includes advertising and sales promotion

exclusive distribution

includes personal selling

receiver

individual or group that receives a message or meaning

consumer contest

individuals complete for prizes based on analytical or creative skills

Fan Pages are a(n) _______ way for companies to advertise their goods and services while also garnering information about consumers.

inexpensive

Effective management of integrated marketing communications is based upon

information about customers

Pioneer Promotion

informs potential customers about the product and what it is

One of the guaranteed constants in the global business environment is Select one: a. tariffs. b. taxes. c. war. d. instability. e. nationalism.

instability

When charitable organizations such as the American Cancer Society, Second Harvest Food Bank, and the Red Cross make purchases for goods and services to use in their daily operations, they would be considered to be _______ buyers. Select one: a. corporate b. reseller c. producer d. institutional e. government

institutional

If FedEx decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx would likely be striving to practice

integrated marketing communication

the coordination of promotion and other marketing efforts for maximum information and persuasive impact defines

integrated marketing communication

Blockbuster has set up a website that enables customers to converse with the company. This is an example of a(n) ______ website.

interactive

Walgreens has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. Select one: a. addressable b. interactive c. linked d. controlled e. accessible

interactive

The Disney website is missing _______, because the website does not offer the opportunity for customers to directly communicate with Disney employees. Customers cannot express their needs and wants directly to the company.

interactivity

_______ allows customers to express their needs and wants directly to a company in response to its marketing communications

interactivity

a) Interactivity focuses on digital media that make interpersonal connections possible. b) It can help facilitate and enable ongoing conversations with customers, often in real-time, through the use of blogs and social networking sites.

interactivity

Assignment of meaning to organized information inputs is called Select one: a. redefinition. b. interpretation. c. selection. d. learning. e. motivation.

interpretation

3. Public Relations

is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.

1. Advertising

is a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media such as television, radio, the Internet, newspapers, magazines, direct mail, outdoor displays, and signs on mass transit vehicles. -Individuals and organizations use advertising to promote goods, services, ideas, issues, and people.

4. Sales Promotion

is an activity or material that acts as a direct inducement offering added value or incentive for the product to resellers, salespeople, or customers; examples include free samples, games, rebates, sweepstakes, contests, premiums, and coupons. -

Promotion

is 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 products

Primary demand

is demand for a product category - Orange juice, not Minute Maid

Primary Demand

is demand for a product category rather than for a specific brand of product. -is stimulated through pioneer promotion, which informs potential customers about the product: what it is, what it does, how it can be used, and where it can be purchased.

Selective Demand

is demand for a specific brand.

Sales promotion (sentence)

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

A major disadvantage of personal selling is that it

is very expensive per contact

The primary advantage of vending as a form of retailing is that

it eliminates the need for sales personnel.

premiums

items offered as a bonus for purchasing a product

Anyone who becomes a member of MySpace, Twitter, Facebook, or other social networking sites is a

joiner

Google offers people the opportunity to join a variety of groups, ranging from different religions to nationalities to hobbies. There are nearly half a million groups from which to choose and connect with other members. Which online user would be most likely be interested in these groups?

joiners

The first modern social network was shut down due to

lack of interest

Eighteen-year-old students do not form a market for alcoholic beverages because they Select one: a. lack the money to purchase this type of product. b. do not have sufficient experience with this type of product. c. lack the authority to purchase this type of product. d. do not want to purchase this type of product. e. lack sufficient buying power to form a market.

lack the authority to purchase this type of product.

Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the

layout

Channel Capacity

limit on the volume of infomation a communication channel can handle which is determined by the least efficient component of the communication process

When a new variety of Envirokids whole-grain breakfast cereals is first introduced, consumers will most likely engage in ____ when deciding whether or not to purchase this new product. Select one: a. automatic processing behavior b. situational decision making c. routinized response behavior d. extended decision making e. limited decision making

limited decision making

1) A social networking site for professionals. 2) Is the fifth-largest social networking site. 3) A profile resembles a résumé. 4) Facilitates job searches and recruiting. 5) Companies use the site to familiarize users with their business.

linkedin

Cause related Marketing

links the purchase of an organization's products to support of philanthropic organizations favored by the target market

Online surveys can serve as an alternative to

mail surveys, telephone surveys, or personal interviews

Routing and Scheduling salespeople

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

customer relationships

major goal of marketing is to maintain long term ____ _____.

Understanding where online users are likely to express their thoughts and opinions can help ____ use these forums to interact with consumers, address problems, and promote their firms.

marketers

promotional activities

may aim to offset or lessen the effect of a competitor's promotional and marketing programs

Product deletion

may be opposed by management.

Albatross Publishing sought to reduce expenditures related to the printing of books in its trade and educational market and contracted with a printing company in China. However, the publishing company soon realized that China has weak enforcement of intellectual property laws and that gray market books began appearing in the marketplace, which greatly affected Albatross's profits. The company found that it had little recourse against the contract manufacturer and learned a very difficult lesson in international marketing. This exemplifies the impact of _______ forces on international business. Select one: a. sociocultural b. technological c. competitive d. ethical and social responsibility e. political, legal, and regulatory

political, legal, and regulatory

Ralph Lauren has retail stores in China where Spectators make up the majority of the online population. The Spectators are interested in reading about the latest fashions from the western culture but don't typically create and add their own content. Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should Ralph Lauren do?

post its own promotional messages on blogs and websites

Walmart has stores in China where Spectators make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Walmart should

post its own promotional messages on blogs and websites.

Lola prefers to buy John Frieda Sheer Blonde shampoo; however, if that is not in stock, she will buy L'Oreal or TIGI Bed Head. Riley's level of brand loyalty can be described as ___.

preference.

Merissa needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and, since Merissa wants to get home to cook dinner, she settles for Prego. Merissa has brand ____ for Ragu and brand ____ for Preg

preference; recognition

Inelastic demand in business markets refers to a situation where Select one: a. demand for a given product fluctuates significantly over time. b. supply for a given product cannot keep pace with the demand for it. c. price increases or decreases will not significantly change demand for a given product d. demand for one product depends heavily on the demand for another product. e. demand for a given product fluctuates very little over time.

price increases or decreases will not significantly change demand for a given product

____ relates to perceptions of value and is the most flexible element of the marketing mix.

pricing

The five major stages of the consumer buying decision process, in order, are Select one: a. problem recognition, purchase, evaluation of alternatives, postpurchase evaluation, and rebuy. b. problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation. c. information search, establishment of product criteria, evaluation of alternatives, purchase, and postpurchase evaluation. d. information search, evaluation of alternatives, purchase, trial adoption period, and postpurchase evaluation. e. problem recognition, information search, evaluation of alternatives, postpurchase evaluation, and purchase.

problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.

If the push policy is used in promoting a product, the firm

promotes only to the next marketing institution down the marketing channel

pull policy

promoting a product directly to consumers in order to develop strong consumer demand

push policy

promoting a product to the next institution down the marketing channel

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

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

Advertising, personal selling, sales promotion, and public relations are called

promotion mix ingredients

selective distribution

promotion mixes may vary

demand, relationships

promotion's goal to stimulate product ___ and build customer ____.

slumps

promotional activities are often designed to stimulate sales during ____.

Encouraging product trail

promotional efforts designed to reduce the risk to consumers for using a product for the first time

Janetta tells her sales manager that she will be devoting more effort to ____ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan.

prospecting

Kohl's, a department store featuring clothing and housewares, communication in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called

publicity

The Sharper Image likes to use non personal communication in news story form such as press releases for its new and improved products. This is an example of

publicity

The Internet can be referred to as a ______ medium because users determine which websites they are going to view.

pull

Lowinski Lawn Care Equipment Company manufactures lawn mowers and other lawn care products. Its latest lawn mower comes with blades that incorporate new technology that allows them to last five times longer than typical blades. The lawn mower also includes a comfort grip that is easier to hold and an updated style design available in a variety of colors. Lowinski Lawn Care Equipment Company is most likely differentiating itself through _____ with its blades and through _____ with its handle and styling.

quality; design

Thanks to the role of the internet in the business buying decision process, interactions with a sales representative now Select one: a. occur much later in the process than in the past. b. rarely occur in the process. c. cost less than in the past. d. occur much earlier in the process than in the past. e. cost more than in the past.

rarely occur in the process

As digital communication technologies have advanced, it possible for marketers to

reach markets that were previously inaccessible

Digital media such as blogs allow marketers to interact with prospective customers in

real time

Decoding process

receiver attempts to to convert signs or symbols into meanings

feedback

receiver's response to a decoded message

Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___.

receiver, decodes

Elements that help create brand equity include all of the following except brand

recognition.

IHOP is active on Facebook for the purpose of engaging in ______ marketing

relationship

Maya has been using the same hairdresser for years. What has kept Maya loyal is the fact that she knows her hairdresser is going to consistently do a great job. Maya places great importance on _____ when evaluating her hairdresser.

reliability

Reminder advertising

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

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of which one of the following elements of the promotion mix?

sales promotion

Hunt's decided to put a much larger share of its promotion budget into _______ because of the heavy reliance it will be placing on coupons in the second quarter.

sales promotion

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing

sales promotion

The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of

salespeople

Xavier loves Chipotle Mexican Grill. He loves the food and views it as being socially responsible. The other day he read in the paper that several people got sick from E. coli from Chipotle Mexican Grill restaurants. The article also detailed safety measures Chipotle was instituting to prevent this from happening again. Xavier would expect nothing less from Chipotle. He feels confident that Chipotle will institute highly effective safety measures. This is most likely an example of Select one: a. selective perception. b. information analysis. c. selective retention. d. selective distortion. e. perceptual selection.

selective retention

People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ____ needs. Select one: a. self-actualization b. ego c. social d. esteem e. safety

self-actualization

When service companies change high-contact services into low-contact services, the

service becomes less personalized.

All of the following are elements of the inseparability characteristic of services except that

services are easy to standardize and control.

Marketing strategists say businesses ________ consumers via social media

should connect to

Decoding

signs or symbols are converted by the receiver into concepts and ideas.

Market segment profiles are used to describe _____________ members of a market segment, and to explain ______________members in separate market segments. Select one: a. differences between; similarities among b. preferences among; preferences among c. differences between; differences between d. similarities among; similarities among e. similarities among; differences between

similarities among; differences between

Courtney is a market research analyst for a global consulting firm. She will be traveling to Frankfort next month to present her research to a meeting of company executives from around the world. This presentation could be instrumental in the company's decision of whether she should be promoted at the end of this year. Courtney has been thinking about the trip, which will be the first time she has been out of the country. She has decided to retire her old college luggage for a more professional-looking version and has begun to evaluate various brands. Courtney is most likely facing _____ for this particular purchase. Select one: a. selective retention b. perceptual involvement c. situational involvement d. enduring involvement e. internal retention

situational involvement

Target Market Characteristics to determine for promotional mix ingredients

size, geographic distribution, and demographic characteristics

target market

size, geographic distribution, demographic characteristics

As online ____ expands in popularity, marketers are using the venue to contact new target markets—especially the difficult-to-reach teen and young adult market.

social networking

Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses _______ as a research tool to gain this information.

social networking

According to Nielsen Marketing Research, consumers spend more time on ________ than e-mail

social networking sites

Online ___ are popular around the globe.

social networks

___ are valuable to marketers as a means of building relationships with customers, providing product information, and learning about consumer needs.

social networks

is promotion deceptive?

some are, but not all promotion should be condemned - laws, government regulation, and industry self-regulation have helped decrease deceptive promotion

In the Gillette advertisement that claims, "Gillette, the best a man can get,' Gillette is the communication

source

A new soft drink company took out a national advertisement announcing its new butterscotch-flavored soda. However, while people in one part of the country recognized they were talking about a soft drink, others believed it was an ice cream drink. Still, others use the term to refer to something mixed with alcoholic drinks. Therefore, there was much confusion about the term and what it means. The mistake here lies with the

source.

A store that offers a wide variety of shoes for men, women, and children would most likely be considered a(n)

specialty retailer.

Julie likes to read the blog connected to the fashion editors at Vogue magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog.

spectator

Of the online user segments in The Social Technographics Profile, the largest group is most countries is

spectators

Market researchers for a local bakery determined that Jewish people consume 63% of the portion of bagels sold in New York City. This is an example of ____ influence on consumer buying decision processes. Select one: a. subcultural b. demographic c. role d. situational e. social class

subcultural

Eric gets a shopping list from his wife. On the list are a potted plant, fresh salmon, vitamins, bread, milk, and a birthday cake. To make just one stop to save time, Eric should go to a(n)

supermarket

On a break between classes, Kelley checks her smartphone and enters her contact information on the Publishers Clearing House site. She doubts that she will win $10 million, but she never passes up a chance to participate in a

sweepstakes

Digital media have created opportunities for companies to

target specific markets

Connectivity

the ability for consumers to be connected with marketers along with other consumers

Accessibility

the ability for marketers to obtain digital information

Interactivity

the ability of customers to express their needs and wants directly to the firm in response to its marketing communications

Addressibility

the ability of the marketer to identify customers before they make a purchase

The most important feature of apps is Select one: a. the convenience and cost savings they offer to the marketer. b. market share growth. c. the convenience and cost savings they offer to the consumer. d. sales growth. e. scalability.

the convenience and cost savings they offer to the consumer.

Control

the customer's ability to regulate the information they view as well as the rate and exposure to that information

Pull Policy

the firm promotes directly to consumers with the intention of developing a strong consumer demand for the products.

personal selling, advertising, public relations, sales promotions

the four elements of the promotion mix

Target Audience

the group of people at whom advertisements are aimed

One trend that has caused consumer-generated information to gain importance is

the increase of consumers using digital media to publicize their own product reviews.

receiver

the individual group, or organization that decodes a coded message

receiver

the individual, group or organization that decodes a coded message

communications channel

the medium of transmission that carries the coded message from the source to the receiver/audience

Push Policy

the producer promotes the product to the next institution down the marketing channel.

electronic marketing (e-marketing)

the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing

Consumers are changing ______ and consumption behaviors as a result of emerging technologies

their information searches

kinesic, proximic, tactile

three types of interpersonal communication

Jack's girlfriend tells him she wants a cashmere sweater for Christmas. Jack decides to go to a store that provides the best possible selection of sweaters. His best choice would be to shop at a ____ store.

traditional specialty

1) Is a hybrid social networking and micro-blogging site. 2) Companies use ___ to announce sales, promotions, and updates on products and services. 3) Can help (re)build customer relationships. 4) Can give companies a competitive advantage.

twitter

Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress?

twitter

wiki

type of software that creates an interface that enables users to add or edit the content of some types of websites

Marketers call the internet a pull medium because Select one: a. social networks have great control over the content to which users are exposed. b. they determine which websites consumers are going to view. c. users determine which websites they are going to view. d. they have great control over the content to which users are exposed. e. users get pulled along by social media influencers

users determine which websites they are going to view.

digital marketing

uses all digital media, including internet, mobile, and interactive channels, to develop communication and exchanges with customers

team selling

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

Cynthia is considering the purchase of a new printer for her real estate office. She is considering a printer that doesn't have as many functions but is available at a considerably lower price than her current printer. She is engaged in ____ analysis. Select one: a. value b. profit c. downsizing d. vendor e. strategic

value

The attrition rate for digital media channels is

very high

When consumers research products online and then go to an actual store to make their purchase, the practice is known as

web rooming

blogs

web-based journals in which writers editorialize and interact with other internet users

social network

web-based meeting places for friends, family, coworkers, and peers that allow users to create a profile and connect with other users from purposed that range from getting acquainted, keeping in touch, and building a work-related network

In service marketing, the most important link to the customer is

well-trained contact employees.

Coding process

when a source converts meaning into a series of signs or symbols representing ideas or concept

public relations

when consumer products concentrate on both convenience goods AND durables/expensive products

advertising

when consumer products concentrate on convenience goods

personal selling

when consumer products concentrate on durables and expensive products

Fan pages use _____ to help companies keep track of information on who is becoming a fan of their page.

widgets

A ______ is a type of software that creates an interface that enables users to add or edit the content of some types of websites

wiki

Some companies use ______ as internal tools for teams working on a project requiring lots of documentation.

wikis

The fastest-growing group on Facebook is

women aged 55 and over

Encoding

writing the meaning for your target market

Coupons

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

​The Internet has radically changed the way traditional marketing used the marketing mix to attract and retain customers. Now e-marketing strategies require the marketer to reexamine the characteristics of the four components of the marketing mix. With respect to e-marketing, which of the following statements about the four components of the marketing mix is true?

​Most traditional promotions can be enhanced by using digital media.