Marketing Mindtap for Chapters 10, 16, 17, 18
Sales promotion can increase sales by providing _________________.
extra purchasing incentives
Hallmark is using a strategy of running advertisements for set periods of time, alternating with periods in which no ads run. This is best described as ___________.
flighting
Which of the following is the most expensive sales promotion method?
free samples
The most critical copy in an advertisement is the ______________.
headline
One of the most significant privacy issues relates to marketers' use of ____________________.
personal information
If a company's promotional budget is extremely limited, the firm is likely to rely on _______________.
personal selling
Which of the following is the most important with business-to-business transactions involving the purchase of expensive products?
personal selling
The "bricks-and-clicks" model involves maintaining ________________.
physical stores and an online shopping site
Which of the following focuses on a product category rather than a specific brand?
pioneer advertising
In the communication process, the _______________ is the individual, group, or organization that decodes a coded message.
reciever
Before creating a social media advertising campaign, Sarah embeds quantitative and qualitative metrics at the onset of her strategy that can allow almost real-time measurement and evaluation. What are these metrics called?
Key Performance Indicatiors (KPIs)
Which of the promotion methods is the most precise?
personal selling
Which of the following is NOT a public relations tool?
TV commercial
Which of the following is NOT a way that consumers rationalize pirating software, video games, and movies online?
They worry about getting arrested.
ACME Corp. is using all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers. This is best described as __________________.
a digital marketing
When a product's target market consists of millions of customers, organizations tend to rely on ______________ and ________________.
advertising and sales promotion
Which of the following is NOT one of the developers of an advertising campaign?
an accounting firm
ACME Corp. is developing a software program that can run on mobile devices so that customers can interact with the firm, view product information, and see the status of an order. This is best described as a(n) ________________.
an app
Which personal selling process step may involve calling on customers without prior consent?
approach
ACME Corp. is running a sales promotion in which it offers to give retailers $1 for each case of widgets purchased during the promotion. This best describes _______________.
buying allowance
The limit on the volume of information a communications channel can handle effectively is known as ___________________.
channel capacity
Maria receives a fixed salary plus a commission based on sales volume after she sells $20,000 worth of merchandise for her company. Which of the following best describes her compensation?
combination compensation plan
Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics?
comparative advertising
Which of the following is NOT a factor affecting the routing and scheduling of sales calls?
compensation method
To boost sales, ACME Corp. launched a sales promotion effort that required individuals to compete for a free iPad by collecting stickers on the inside of packaging of ACME widgets. This best describes a __________________.
consumer game
Two trends have elevated the importance of consumer-generated information: (1) The growing tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions; and (2) _____________.
consumers' tendencies to trust other consumers over corporations
Which of the following is the most widely used sales promotion technique?
coupons
A major goal of integrated marketing communications is to send a consistent message to ______________________.
customers
Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?
electronic marketing
Some types of promotion - such as free samples, coupons, test drives, or limited free-use offers, contests, and games - are employed to __________________.
encourage product trial
Page visits, reach, and CPM (cost per thousand exposures) are all examples of what type of social media metric?
exposure
To prevent unfavorable public relations or at least lessen its effect, the first thing a firm should do is ________________.
implement safety programs, inspections, training, and effective quality control procedures
Which of the following support personnel or take orders, follow up on deliveries, and provide technical information?
inside salespeople
Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _________________.
integrated marketing communications
Which of the following is NOT true about digital marketing as a new distribution channel?
it increases inefficiencies throughout the marketing channel
Relationship selling differs from traditional personal selling due to its adoption of a(n) __________________.
long-term perspective
If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _______________.
lower prices
During which step in the personal selling process is listening especially important?
making the presentation
Which of the following trade sales promotion method is best suited to high-volume, high-profit, easily handled products?
merchandise allowance
Digital advertising that matches the appearance and purpose of the content in which it is embedded in called ______________.
native advertising
Which of the following is appropriate for stimulating primary demand?
new introductory promotion
Which of the following is NOT one of the four elements of the promotion mix?
new introductory promotion 4 elements of promotion mix: -public relations -advertising -sales promotion -personal selling
Word-of-mouth communication is most effective for ___________ and ___________.
new-to-market products; expensive products
Which of the following publicity public relations tool is most common?
news release
Which of the following appropriation techniques is most logical?
objective-and-task approach
Any attempt to conduct dishonest activities online would be described as ____________________.
online fraud
Whenever ACME Corp. introduces a new product, it sends out a single page with typewritten copy containing fewer than 300 words and describing a company event or product called a(n) _________ and a photography with a brief description explaining its contents, called a(n) _________.
press release; captioned photograph
Which of the following has become important due to the interesting fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements?
product placement
Which of the following is NOT one of the criticisms of promotion cited in your text?
promotion lowers prices
Salespeople from ACME Corp. are searching for potential customers from company sales records, trade shows, commercial databases, newspaper announcements, public records, telephone directories, trade association directories, and many other sources. This is best described as _______________.
prospecting
Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders?
public relations
Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs?
public relations
Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program?
public relations audit
The internet is viewed as a ________________ medium because users determine which material they are going to view.
pull
Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing efforts?
push money
ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesales that handle its products. Which channel promotion policy is ACME using?
push policy
ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual advertisement and asking whether they recognize it. ACME is probably using which method to evaluate its campaign?
recognition test
Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _______________.
retain loyal customers
Sales force objectives for the entire force are normally stated in terms of all the following, except _________________.
sales territory
One of the most important benefits of e-marketing is the ability of marketers and customers to __________________.
share information
Which of the following is a website (or app) where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication?
social network
Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of
tactile communication
The group of people at whom advertisements are aimed is called the _______________.
target audience
Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas?
team selling
Josh, who has an engineering degree, gives practical assistance to ACME Corps.'s current customers, advising them on product characteristics and applications, system designs, and installation procedures. Josh is best described as a(n) ______________.
technical salesperson
Which of the following are likely to restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers?
trade salespeople
Which of the following is one of the biggest mistakes a marketer can make when engaging in digital marketing?
treating it like a traditional marketing channel
At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as __________________.
vial marketing
Which of the following types of NOT an example of noise in the communication channel?
when a source uses an emoji that are understood by the receiver.
Personal, informational exchanges of communication that customers share with one another about products, brands, and companies are best described as _______________.
word-of-moth communication
