MKTG409 MINDTAP (16, 17, 18)
Jennifer Garner was featured in a Neutrogena print advertisement. The ad has a big photo of Jennifer Garner that takes up the whole page. The written portion of the ad contained four main elements. On the bottom right is the Neutrogena name "Neutrogena Partnership for Skin Health" with a trademark registration symbol. Toward the middle of the ad are the words "Yes. She checks herself out in the mirror" in the largest font. Underneath it explains how one in five Americans will develop skin cancer in their lifetime and how Neutrogena is partnering with the Academy of Dermatology to stop skin cancer before it spreads. The fourth element consists of slightly larger letters with the words "Protect yourself starting today." Which of the following is most likely to be the subheadline?
"protect yourself starting today"
An agency traditionally receives most of its compensation from
15% commission paid by the media from which it makes purchases
Which of the following is true about team selling?
It can be used to address short-term situations or ongoing needs.
Which of the following most likely constitutes buzz marketing?
McDonald's used chalk to draw out a giant professional-looking drawing of french fries complete with the McDonald's logo on the boardwalk of a big city.
Which of the following is the best way to measure who read the company's public relations message and what they thought about it?
Measure attitude levels before and after the campaign
Which of the following is true about relationship marketing?
Relationship marketing involves interactions with customers over the long term.
Which of the following is NOT a public relations tool?
TV commercial
Which of the following is an example of public relations?
The Container Store focuses extensively on employee training to enhance customer service.
Which of the following represents noise in the communication process?
The use of technical jargon the receiver doesn't understand
Which of the following types is NOT an example of noise in the communication channel?
When a source uses an emoji that are understood by the receiver
Overuse of cents-off offers might lead to _______.
a cheapened brand image
In recent years, sales promotion has increased at the expense of _______.
advertising
Faith's job is to provide copywriting services for promotions from several major clients. Anna works closely with her on the artwork for the promotions. After they are all finished, their colleague Phillip arranges the artwork and copy. Currently, they are developing a print advertising campaign. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 17.1. Faith, Anna, and Phillip most likely work at a(n)
advertising agency
The J.Crew Ludlow Suit collection capitalizes on its positioning as "style with a substance." This is most likely the _______ for this particular J.Crew product line.
advertising platform
When a product's target market consists of millions of customers, organizations tend to rely on _______ and _______.
advertising; sales promotion
Which of the following is NOT one of the developers of an advertising campaign?
an accounting firm
Which personal selling process step may involve calling on customers without prior consent?
approach
Which of the following would be part of an organization's corporate identity materials?
business cards
A ______________ is a secondary incentive and is a sum of money that a producer gives to a reseller for each unit the reseller buys after an initial promotional deal is over.
buy-back allowance
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
Refer to Scenario 17.3. The New York Times has covered the Nathan's Hot Dog Eating Contest in the past. This year it requested a photo of the winner during the contest eating hot dogs. It posted a large shot of the photo on the news website. Underneath it included a brief description of the contest and the winner. This is an example of a _______.
captioned photograph
The limit on the volume of information a communications channel can handle effectively is known as _______.
channel capacity
Refer to Scenario 16.2. The type of promotional activity used is based on _______.
characteristics of the target market
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
Verizon releases advertising that informs users that it is "America's #1 Internet Service Provider." This is an example of _______.
competitive advertising
Which of the following is a major goal of integrated marketing communications (IMC) in regard to its marketing messages?
consistency
Taco Bell would like to create a sales promotion event that would allow customers to have fun. After doing some research, it decided upon a _______ because contestants would be more highly involved even if participation might be somewhat lower.
consumer contest
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
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
Mackenzie works closely with retailers who sell her company's products—fancy watches. Lately, one retailer has seemed reluctant to order more watches. According to the retailer, it does not seem to experience enough sales from their watches to justify selling them. Mackenzie's firm tells the retailer that it will include a silver tray with its next shipment of watches if the retailer will commit to purchasing one more shipment of their newest watch product and display the watches on the tray for at least a week. This is an example of a _______.
dealer loader
The Kenmore brand released a new type of appliance. Shelby is in charge of sales promotion. After examining the types of sales promotion that would be most effective, she chooses a _______. Although labor costs will be high, she knows it has proven to be a highly effective way of selling appliances.
demonstration
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
It has been about 10 years since the BP oil spill that rocked the Gulf of Mexico. BP has launched a number of campaigns to reestablish its credibility. If BP wanted to identify changes in public opinion impacting the firm, it should conduct _______.
environmental monitoring
Refer to Scenario 17.2 OkCupid wanted to know how effective its campaign was. It decided to survey a panel of users to measure how well they remembered the advertisement. OkCupid is currently in the _______ stage of the advertising campaign and is interested in implementing a(n) _______.
evaluating advertising effectiveness; posttest
Sales promotion can increase sales by providing _______.
extra purchasing incentives
A large retail organization is more likely to have one or two skilled individuals in the organization to handle its advertising needs.
false
A salesperson should always anticipate and counter objections before the prospect raises them.
false
A social audit identifies changes in public opinion affecting an organization.
false
Experts have determined that good salespeople exhibit a set of generally accepted characteristics.
false
Promotion today tends to be more deceptive than 100 years ago.
false
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
Madeline works in the sales division of an office supply business. Most of her time is spent on the phone talking to current clients. Some of these customers consist of individual businesses, while others are retailers that will resell the office supplies. Most of Madeline's job involves taking reorders from their customers. Sometimes she also calls to ensure the products were delivered on time. Madeline is most likely a(n) _______ focused on _______.
inside salesperson; current-customer sales
Stonybrook Organics—famous for its organic yogurt—came out with an advertisement that showed an idyllic setting of a cow resting comfortably in front of a barn. The headline read, "Grant a Farmer's Wish." The Stonyfield logo was at the top left. This is most likely to be what type of advertising?
institutional advertising
Which of the following is an advantage of product placement?
it reaches customers while they are being entertained
Refer to Scenario 18.2. As the scenario describes Dell agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. This is most likely a _______.
merchandise allowance
Which of the following trade sales promotion methods is best suited to high-volume, high-profit, easily handled products?
merchandise allowance
OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled "Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed format but also included links to download the OkCupid app. Refer to Scenario 17.2. What type of advertising is OkCupid using?
native
Digital advertising that matches the appearance and purpose of the content in which it is embedded is called _______.
native advertising
Which of the following is NOT one of the four elements of the promotion mix?
new introductory promotion
Which of the following is appropriate for stimulating primary demand?
new introductory promotion
Word-of-mouth communication is most effective for _______ and _______.
new to market products; expensive products
Which of the following publicity-based public relations tool is most common?
news release
Which of the following appropriation techniques is most logical?
objective-and-task approach
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
Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements?
product placement
_____________is a form of advertising that strategically locates products or product promotions within entertainment media to reach the product's target markets.
product placement
Refer to Scenario 16.1. The campaign was so successful that Rick decided to host a special event to announce the winner. On the day of the event he invited the media to film the event. The CEO of the firm named the finalists and then called out the winner. This all occurred with much fanfare. An illustration of the proposed product with a short description was provided to reporters to publish in the paper. This campaign is an example of _______.
public relations
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
Refer to Scenario 18.2. As the scenario describes, Dell plans to create a sales promotion in which it will send a specified amount of money to consumers who purchase their line of more expensive computers. This is most likely a
rebate
In the communication process, the _______ is the individual, group, or organization that decodes a coded message.
receiver
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
A small store on the Santa Fe plaza is open six days a week from 9 a.m. to 6 p.m. The store usually has some type of sales promotion during the weekdays but rarely offers them on Saturdays. This promotional strategy is most likely because the owner wants to _______.
reduce sales fluctuations
Walmart is requiring more trade sales promotion from manufacturer Procter & Gamble to keep extensively promoting its products and displaying them on its shelves. Procter & Gamble will most likely comply with Walmart's request because _______.
retailers like walmart have gained considerable power in the supply chain
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
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
What type of sales position is Frank most likely to occupy?
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
Jeff works in the sales department of a large firm that sells to retailers. His main duties are to help clients restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers. Jeff is most likely a(n) _______.
trade salesperson
Amelia is partnering with Frank, an engineer, to try and sell a new aerospace product. Amelia has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Amelia is very eager to make sales. Normally, Amelia likes to work alone, but she appreciates Frank's expertise because she thinks it'll help increase sales significantly. Amelia is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Frank will also provide the client organization with assistance on its applications and system design. Amelia and Frank are engaged in team selling.
true
Assessing public attitudes and creating a favorable image are no less important than direct promotion of the organization's products.
true
If Mattel tells Walmart it will give them a discount if they purchase a certain amount of product, this would be an example of a push policy.
true
If promotion stimulates demand, it is entirely possible that it will lead to lower prices for consumers. (t/f)
true
When creating sales territories, managers should try to create territories _______.
with similar sales potential
Dell sells to both individual customers through its site as well as through retailers such as Best Buy. Sales have been down lately as a competitor just came out with a new, popular product. Dell wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive computers. The consumer will receive a form that they will need to fill out and mail to Dell to receive the money. Dell also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays.Refer to Scenario 18.2. The first type of sales promotion mentioned is a(n) _______ sales promotion. The second type is a _______ sales promotion.
consumer; trade
Refer to Scenario 16.2. Based on the scenario, what is Xuxez's most likely objective for the promotion of its new brand?
create awareness
Proxemic communication involves communication through the movement of head, eyes, arms, hands, legs, or torso.
false
A major benefit of personal selling over other promotional tools is
flexibility
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
Apple wants to develop a campaign for its newest rendition of the iPhone. Before it can do anything else, Apple must _______.
identify and analyze the target audience
Janice works for a business that sells safety equipment for engineering and construction firms. She has set up a booth at a trade show. Interested representatives from different firms can talk with Janice about the products her company offers. Janice encourages each person that stops by to fill out a form with their information on it, so her company can send them more information about their products as well as promotional opportunities. Janice is using this promotional technique to _______.
identify prospects
The mayor of Lexington, Kentucky held a press conference to comment on some changes to a local ordinance and explain how it would affect the city. During the press conference, interested citizens could use Twitter to send in questions. The mayor's staff monitored the questions and selected some of them for the mayor to answer during the press conference. This can best be described as
integrated marketing communications
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
Faith's job is to provide copywriting services for promotions from several major clients. Anna works closely with her on the artwork for the promotions. After they are all finished, their colleague Phillip arranges the artwork and copy. Currently, they are developing a print advertising campaign. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 17.1. Phillip is most likely working on _______.
layout
A very small firm is most likely to rely on which of the following in regards to its advertising needs?
local newspapers and broadcast stations
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
Lynn works in sales at a firm that sells large-scale printing equipment for printing companies. She recently sold a new model of the company's product. However, the machine did not work properly, and investigations showed that it was a mistake made on the part of the manufacturer stemming all the way back to its construction in the factory. Lynn's sales manager had put a lot of pressure on Lynn to sell as much of this new equipment as she could, and now Lynn is worried that more products she sold will also have defects in the machinery. In this case, there could be a major recall, and the firm's CEO would have to get involved. Suppose an organization who bought the machinery realizes it is not working. The customer is highly dissatisfied and is likely to express her discontent initially to _______.
lynn
During which step in the personal selling process is listening especially important?
making the presentation
Shawna works as a marketer for a large company. Because Shawna loves the Economist, she makes arrangements to take out an advertisement in the next issue. However, Shawna later realizes that middle and lower-income individuals—a significantly portion of the target market for her company's product—do not read the Economist. In fact, most do not even read print magazines anymore. Shawna's campaign suffers from the use of the wrong _______.
marketing channel
__________ is used less frequently today than in the past.
mass media advertising
Damian works at the Container Store. While he is placing inventory on the shelves, a customer comes up to him. The customer mentions she saw an advertisement on a new storage product that just came out. Damian informs the customer that the store is out of the product but will be getting a new shipment tomorrow. When the lady asks Damian if they have any similar products, Damian leads her to a product that he feels will meet her needs. He tells her while this a bit smaller, it also costs less and is on sale. Damian is engaging in
personal selling
Which of the promotion methods is the most precise?
personal selling
Which of the following focuses on a product category rather than a specific brand?
pioneer advertising
Refer to Scenario 18.1. When she gets back to the office, Sheila plans to engage in which step of the personal selling process?
pre-approach
Apple has been working on what it believes is a revolutionary new technology. CEO Tim Cook is finally ready to showcase this technology. Cook knows this is a major news event and wants to get as much exposure as possible. Which public relations tool would probably be best for Tim Cook to use to announce this major news event?
press conference
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 photograph with a brief description explaining its contents, called a(n) _______.
press release; captioned photograph
Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. Xuxez is engaging in what type of promotion?
product placement
John is highly critical of promotion. Recently his son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on YouTube have convinced his son that he must have the bike to be happy. His wife Matilda, however, knows that many of the "cool" kids in her son's class use that bike. Despite her thoughts on the matter, John is convinced that promotion is negative. John believes that _______.
promotion creates needs
Which of the following is NOT one of the criticisms of promotion cited in your text?
promotion lowers prices
Molly owns a small flower shop. She has recently expanded and would like to get more customers. Her ideal form of promotion would be a television advertisement. However, she decides it costs too much for her to go that route. She decides to place a smaller ad in on Facebook at half the cost. Molly's reasons for choosing this form of promotion is based on her
promotional resources
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
Sheila works at an industrial products firm. She is sent to an industrial products trade show to man a booth. At the booth she talks with a number of company representatives and urges them to write their names and contact information on a card, so she can contact them later. When she gets back to the office, Sheila plans to go over the contacts and do some research to determine whether they have bought from the firm before, their industry and interests, and whether they are the key decision makers of the businesses.Refer to Scenario 18.1. At the trade show, Sheila is engaging in which stage of the personal selling process.
prospecting
Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year, Orbitz donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 17.3. Orbitz's donation of a travel package for the winner of Nathan's Hot Dog Eating Contest was most likely an attempt to generate positive _______.
public relations
HOP (International House of Pancakes) announced it would change its name to IHOb (International House of Burgers). While the temporary stunt received both positive and negative attention from consumers as well as the media, the campaign was intended to be a fun ____________ tool to draw attention to IHOP's burger offering.
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
Refer to Scenario 17.3. Suppose that USA Today writes an article about this year's Nathan's Famous Hot Dog Eating Contest. This acts as _______ for Nathan's Hot Dogs.
publicity
Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort?
push money
ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using?
push policy
Shiloh works in marketing. He is part of team coming up with the content of a new advertisement for Bounty paper towels. Shiloh favors showing a large photo of the paper towels cleaning up a spill with the popular tagline, "Quicker Picker Upper." Another team member, Luanne, doesn't favor this idea. She believes they need to do something new and novel. Shiloh, however, thinks the tagline works to reiterate the message that Bounty is a good product for wiping up spills. Luanne prefers an advertisement that will describe how Bounty is superior to Brawny as sales of Brawny paper towels have recently increased. Shiloh favors a(n) _______ advertising approach, while Luanne favors a _______ approach.
reminder; comparative
Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. Refer to Scenario 16.1. What type of promotion is this online contest?
sales promotion
Sales force objectives for the entire force are normally stated in terms of all of the following, except _______.
sales territory
PepsiCo launched a massive sustainability campaign involving water conservation and rain forest preservation. It wants to create an image of being a strong corporate citizen. After the campaign, PepsiCo wants to measure the extent to which its stakeholders view it as being ethical and socially responsible. It should therefore conduct a(n) _______.
social audit
Refer to Scenario 16.1. In order to communicate the message, Rick had to convert his message into writing that represented the ideas he was trying to get across. Rick is the _______ of the message, and he is involved in _______.
source; encoding
Planters nuts released an advertisement describing the health benefits and nutritional value of different nut varieties such as cashews and peanuts. Planters' objective for this promotion is most likely to _______.
stimulate primary demand
Amelia is partnering with Frank, an engineer, to try and sell a new aerospace product. Amelia has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Amelia is very eager to make sales. Normally, Amelia likes to work alone, but she appreciates Frank's expertise because she thinks it'll help increase sales significantly. Amelia is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Frank will also provide the client organization with assistance on its applications and system design. Refer to Scenario 18.3. What type of compensation system does Amelia have for her personal selling efforts?
straight commission compensation plan
Josh, who has an engineering degree, gives practical assistance to ACME Corp.'s current customers, advising them on product characteristics and applications, system designs, and installation procedures. Josh is best described as a(n) _______.
technical salesperson
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 _______.
viral marketing
Because Samantha loves Chinese food, she was eager to check out a new Chinese restaurant in town. The restaurant had undertaken a large-scale promotional campaign, with television commercials, glossy magazine ads, large billboards, and Facebook ads. However, when she talked to two of her friends, they told her the restaurant left much to be desired. The service was terrible, and the prices were too high. Based on these recommendations, Samantha decided it was not worth it to try out the restaurant. The Chinese restaurant failed to realize the importance of _______.
word of mouth marketing
Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______.
word-of-mouth communication
Which of the following sites has likely been the most useful for marketers wanting to engage in viral marketing?
youtube
