Principles of Marketing Exam 3

Which of the following is the best example of a reminder advertising message?

"Doing business in Peoria since 1848."

Claire is watching a movie on her Netflix app. Which need is Claire satisfying?

"me time" The most popular need is all about entertainment and relaxation—that is, "me time." People spend nearly half their time on their smartphones seeking fun, whether by playing a game or watching a show through their Netflix app.

When Apple's famous 1984 "Big Brother" ad aired during the Super Bowl, it reached an estimated 500 million viewers. It aired only once on commercial television, but was seen in later years in at least 10 television programs recalling great commercials. For its target audience, the frequency of this ad is measured as

1. Marketers measure the frequency of exposure—how often the target audience is exposed to a communication within a specified period of time. In this case, the ad was aired only once.

________ entails a sense of purpose for the firm that is higher than simply making a profit by selling products and services.

Conscious marketing

________ are combating competitive pressures by offering fresh food and healthy fast food, tailoring assortments to local markets, opening locations closer to where consumers work and shop, and adding new services.

Convenience stores

The customers at Janelle's Quik Coffee Shop want to grab a quick cup of coffee before boarding the commuter train into the city. The sign in the window promises "Quick, In-and-Out Service," and usually Janelle keeps that promise. But one morning, customers were frustrated when the staff behind the counter showed more interest in gossiping about their social lives than in waiting on customers. Janelle's shop is suffering from a ________ gap.

Delivery

Which of the following is a category of analysis used for understanding data collected from social media?

Determining the amount of user traffic accessing the site.

________ means converting the sender's ideas into a message, which could be verbal, visual, or both.

Encoding Encoding means converting the sender's ideas into a message, which could be verbal, visual, or both.

The ________ is the primary enforcement agency for mass media advertising.

FTC The Federal Trade Commission (FTC) is the primary enforcement agency for most mass media advertising.

A meat-packing company discovers that six months ago it unknowingly distributed meat from a cloned cow. The firm is unaware of any specific risks to humans consuming the meat; however, some scientists have raised questions, and some consumers are afraid of possible future problems. The meat company has to decide whether or not to make this matter public. How should it begin the process of making an ethical decision?

Identify the issues raised by the situation.

The marketing of services differs from product marketing because services are

Inseparable, intangible, heterogeneous, and perishable.

________ channels are used to reach a broad audience; ________ channels are used to reach a narrower segment of consumers.

Mass media; niche media Mass media channels are ideal for reaching large numbers of anonymous audience members. Niche media channels are more focused and generally used to reach narrower segments.

________ refers to a sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties.

Relationship selling The RFP (request for proposal) process is part of the B2B buying process.

A(n) ________ distribution intensity helps a seller maintain a particular image and control the flow of merchandise into an area.

Selective

Manufacturers might use ________ distribution by allowing only a few selected retail customers in a territory to sell its products.

Selective

Ike owns an oil-change business called For Oil Only. He changes oil in cars—and that is all he does. What kind of retail business is this?

Services retailer A service retailer is a firm that primarily sells a service rather than merchandise.

First Lady Michelle Obama recorded an ad encouraging parents to teach their children good nutrition habits to stem the increase in child obesity. This message is an example of

a public service announcement

Manufacturers, retailers, and service providers have created and maintain websites, blogs, and _________ to enable customers to interact with them over the Internet.

a social media presence

In countries like the United States, services

account for an increasing share of jobs. Economies of developed countries such as of the United States have become increasingly dependent on services. Services account for nearly 80 percent of the U.S. gross domestic product (GDP), a much higher percentage than was true 50, 20, or even 10 years ago.

In the ethical decision-making metric, the question that asks, "Would I want the person I admire most to see me doing this?" applies to the

admired observer test.

After a firm has identified the various stakeholders and their issues and gathered available data related to an ethical decision-making situation, ________ should engage in brainstorming and evaluating alternatives.

all parties relevant to the decision

Caruso's Office Supplies has decided to branch out from its existing stores. It plans to start sending out a catalog and to sell its products online. Caruso's is adopting

an omnichannel strategy when a company uses multiple sales channels, such as stores, catalogs, and the Internet.

Unusual and exciting displays like Bass Pro Shops' climbing wall and stocked aquarium are examples of

atmospherics

One of the reasons service failures need to be addressed quickly is to

avoid negative word of mouth from upset customers. The longer a service problem remains unresolved, the more likely customers will complain to others.

In the AIDA model, the think stage is the ________ stage.

awareness

The goals of IMC need to

be explicit and measurable All IMC goals, both short- and long-term, should be explicitly defined and measured so that success can be evaluated.

Yanie is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the best social media application for this task?

blog In terms of the 4E framework, blogs are particularly effective at educating and engaging users and in many cases enhance their experience with the products and services being discussed.

A ________ is an example of a thought-sharing site.

blog or microblog Whereas they previously might have been confined to a journal or diary, kept hidden in a person's room, blogs (from "weblog") or microblogs (e.g., Twitter) allow people to share their thoughts, opinions, and feelings with the entire world.

Twitter is a form of ________ and is increasingly used to reach current or potential customers.

blogging Nowadays, blogs are becoming more interactive as the communication between bloggers and customers has increased. In addition, blogs can be linked to other social media such as the microblog Twitter.

Jeremy has worked for many years reviewing and approving print ads for his firm. He has memorized a checklist of key points to review. Which of the following would be on her checklist?

body copy the headline, body copy, brand elements, and subheads are key elements of an ad.

A salesperson's compensation can be made up of some combination of salary, commission, and ________, which are payments made at a manager's discretion when the salesperson achieves certain goals.

bonuses A bonus is a payment made at management's discretion when the salesperson attains certain goals.

Sonya was selling siding and her boss told her that she could hide an extra charge for trim in the total, even though the customer was told he would not be charged for trim. Sonya was told this was standard practice for the siding company. If the customer takes legal action for this, who is most likely liable?

both Sonya and the siding company, because both intentionally misled the customer Both Sonya and her company could be susceptible to legal action, since it appears to be company policy to mislead the customer.

Despite its innovative graphic design, the website for Shabby-Chic Decor did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address?

bounce rates Digital marketers use metrics such as the bounce rate, which refers to the percentage of times a visitor leaves the site almost immediately, such as after viewing only one page. This would be the most helpful for the bookstore owner.

Inga wants to purchase a gift for a colleague whose home she will be visiting. She decides to bring luxury chocolates, as she knows most people enjoy them. Although she is not sure about specific products, Inga heads directly for a store selling Godiva Chocolates, because she knows this is a high-end brand. Inga can be said to have

brand awareness Brand awareness refers to a potential customer's ability to recognize or recall that the brand name is a particular type of retailer or product/service.

Which of the following encourages visitors to delve deeper into a website, to explore other pages and, in general, spend more time on the site?

call-to-action buttons Call-to-action buttons such as Buy Now, Learn More, or Show Your Support encourage visitors to delve deeper into a website, to explore other pages and, in general, spend more time on the site.

An advantage of Internet-based technologies is they

can be directed to a specific consumer. Internet-based technologies have had a profound effect on direct marketing initiatives. Email, for instance, can be directed to a specific consumer.

Jason works at an electronics store. In addition to his salary, he receives 1.5 percent of the sales dollars he brings in each month. This extra 1.5 percent is called a

commission A commission is a financial incentive, paid based on a percentage of sales volume or profitability.

Roanoke Hardware was in bad financial shape. It owed so much money that vendors put the store on a cash-only delivery basis. As a result, the store had a dwindling inventory of goods to sell. Whenever a customer asked about an unavailable item, the owner directed the sales staff to say that it was on backorder and would be in stock next week. When the customer returned, the item was still unavailable. The owner's policy created a(n) ________ gap.

communication

Physicians regularly overstate the expected recovery time from surgery, knowing that managing patients' expectations will reduce the ________ gap associated with their service.

communication A communication gap is the difference between promised and actual service. By making pessimistic predictions for recovery time, doctors can manage patients' expectations.

It is often difficult for retailers to distinguish themselves from their competitors through the merchandise they carry because

competitors can purchase and sell many of the same popular brands.

Imagine that a management consulting firm wants to sell a bank a new system for finding checking account errors. The consulting firm's salesperson has learned about the customer during the qualification stage, and the salesperson should now

conduct additional research and develop plans for meeting with the customer.

Individuals achieve the ________ effect when they check in, post a picture to Instagram, upload a video to YouTube, or share a link to an article they have liked on Facebook.

connected

When companies embrace ________, they appeal not only to their shareholders but also to all of their key stakeholders.

conscious marketing

Elena is the CEO of a small manufacturing firm. She is concerned with meeting the investment objectives of the firm's shareholders and sees no value in corporate social responsibility. Elena's attitude is

consistent with the views of other critics of corporate social responsibility. Which is the more important corporate objective: making a profit or protecting customers, employees, and the broader needs of society and the environment? This question underlies a primary dilemma that marketers have long faced.

Considering what you know about their target markets and merchandise, which of the following retailers is least likely to have an online presence?

convenience stores Convenience stores provide a limited variety and assortment of merchandise at a convenient location for consumers. They offer only a limited assortment of merchandise at higher-than-average prices, so do not require an online presence.

For retailers, when making decisions regarding place, a key ingredient to success is

convenient locations

A ________ can educate customers when discussing their products or services and create excitement when they promote special offers.

corporate blog Corporate blogs created by the companies themselves are central to their digital marketing efforts. These blogs can educate customers as they discuss their products or services and create excitement when they promote special offers. Although they do not have control over customers' posts, and sometimes the customers' posts are negative, this two-way dialog with end users is very engaging.

This type of blog typically provides the highest level of digital marketing control for companies.

corporate blog Corporate blogs created by the companies themselves are central to their digital marketing efforts. These blogs can educate customers as they discuss their products or services and create excitement when they promote special offers. Although they do not have control over customers' posts, and sometimes the customers' posts are negative, this two-way dialog with end users is very engaging.

Cookie Cutter, a firm that manufactures high-end mixers, donates $10 per mixer sold to a local food bank. This is a form of

corporate social responsibility When companies embrace CSR, they appeal not only to their shareholders, but also to their primary stakeholders—including their own employees, consumers, the marketplace, and society at large. In this case, the company would be supporting a charity that helps society at large.

The knowledge retailers gain from their store personnel, the Internet browsing and buying activities of customers, and the data they collect on customer shopping habits can be used in

customer relationship management (CRM)

Walmart donates more than $1 billion in cash and in-kind items to charitable causes every year. This form of social responsibility most directly impacts

customers This most directly impacts customers, although if it increases sales of the products it could impact shareholders down the road.

The Service Gaps Model is designed to highlight those areas where

customers believe they are getting less or poorer service than they should.

Ironically, while the leaders of Enron Corporation were manipulating the company's finances for their personal benefit, the company was a major donor to Houston area charities. Enron had unethical business practices but was also

demonstrating corporate social responsibility. Enron was exhibiting unethical behavior through its financial manipulation, while at the same time demonstrating social responsibility through its charitable donations.

Macy's, Kohl's, JCPenney, and Nordstrom are examples of

department stores

Bhakti was recently promoted to a sales management position. She had been an effective representative, but her strengths and educational background were in management. She was about to begin her first salesperson recruitment campaign. The most important thing Bhakti can do to ensure that she recruits the right people is to

determine exactly what the salesperson will be doing and what traits and abilities job candidates will need to succeed.

In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will

dictate the type of medium used to deliver the message. The execution style and the type of medium will be connected; the execution style often dictates the type of media that can be used.

Integrated marketing communications include

direct marketing

When travelers are bumped from overbooked flights, they are frequently offered vouchers good for future travel. The dollar value of the voucher is the airline's estimate of

distributive fairness. Distributive fairness pertains to a customer's perception of the benefits he or she received compared with the costs (inconvenience or loss). Customers want to be compensated a fair amount for a perceived loss that resulted from a service failure.

According to one definition, CSR can be described as context-specific actions and policies, taking stakeholders' expectations into account, to achieve what is referred to as the triple bottom line. The triple bottom line includes ________ performance.

economic, social, and environmental

The Broadmoor Hotel in Colorado Springs, Colorado, maintains its five-star rating by focusing on five service characteristics: reliability, responsiveness, assurance, empathy, and tangibles. Employees are instructed to always address a guest by name, if possible. To accomplish this, employees are trained to listen and observe carefully to determine a guest's name. Which service characteristic is this an example of?

empathy One approach used by the Broadmoor Hotel to demonstrate empathy is personalizing communications. Employees are instructed to always address a guest by name, if possible. To accomplish this, employees are trained to listen and observe carefully to determine a guest's name.

When Dr. Ross checked in at the Ritz-Carlton, it was 3 a.m. He had been traveling for over 12 hours and was exhausted. His suit, which he needed for a speech that morning, looked like he had slept in it. Dorina, the night clerk, offered to find a 24-hour dry cleaner and have the suit cleaned while Dr. Ross got a few hours of sleep. Dorina's actions are an example of

empowerment of employees to meet customers' needs. Dorina went above and beyond the specific requirements of her job in offering to provide this special service to Dr. Ross. She was able to do this because the Ritz-Carlton empowers its employees to take extra steps in order to meet customers' needs.

The Bedford County School Board is concerned about deteriorating school facilities, combined with a shrinking budget. The board began by studying the issue, and then identified parents, children, teachers, staff, and taxpayers as groups who have a vested interest in the problem. The school board has listened to each group's concerns. In the ethical decision-making framework, its next action should be to

engage in brainstorming alternatives.

The definition of corporate social responsibility addresses

environmental impact. Although there are many and varied definitions of corporate social responsibility (CSR), firms generally acknowledge that, in addition to economic and legal duties, they have responsibilities to society. These responsibilities are not mandated by any law or regulation but instead are associated with the demands, expectations, requirements, and desires of various stakeholders. For example, one definition describes CSR as context-specific actions and policies, taking stakeholders' expectations into account, to achieve what is referred to as the triple bottom line: economic, social, and environmental performance.

The three elements of any IMC strategy are the consumer, the channels, and

evaluation of the results There are three elements in any IMC strategy: the consumer, the channels through which the message is communicated, and the evaluation of the results of the communication.

Amelia wants a very professional look for an interview with an accounting firm. A friend tells her about Your Look, a site that allows potential customers to virtually try on clothes and see what looks best. It even offers an interactive "custom fit" feature. After checking out her options, Amelia takes her measurements and orders a pantsuit without ever leaving her office. Virtually trying on a suit best describes which of the 4E framework objectives?

experience

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of digital marketing, one can read a chapter of a book before buying it or watch YouTube videos on different ways to use a product. All of these scenarios are aimed at which aspect of the 4E framework?

experience

Which type of store is small and offers a limited merchandise assortment at very low prices?

extreme-value retailers

Most manufacturing and retailing marketers worry constantly about whether or not their IMC efforts are paying off. They assess various forms of ________ to determine what is working and what is not.

feedback Feedback lets marketing managers know that the intended audience received the message and it was decoded properly.

Tyler loves the lifestyle associated with being a salesperson, allowing him to take a day off during the week and make it up on the weekend. He most likely values the ________ associated with creating his own schedule.

flexibility Because salespeople largely set their own schedules, the job carries with it a fair amount of flexibility.

The ________ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality.

follow-up This refers to the follow-up stage. It is essential to perform well in this stage to build relationships and earn additional orders in the future.

In Candy Crush Saga, you get five lives to play in the game. When you lose a life, it takes 30 minutes in real-life time to get that life back, or you can spend $0.99 to get all five lives back. Candy Crush Saga is an example of

freemium app

Empowerment is when ________ are authorized to make decisions to help their customers and, as a result, service quality generally improves.

frontline employees

Full-line discount, category specialist, and specialty stores are all types of ________ retailers.

general merchandise These are all general merchandise retailers that may carry a wide range of products.

In very simple words, advertising is really about

getting consumers' attention. To get you to remember their ad and the brand, advertisers must first get your attention.

Moshe sells small-business health insurance programs, working on straight commission. Closing the sale is an extremely stressful point in the selling process for him. If he does not close the sale, the most likely outcome will be

he will generate no income. Salespeople working on commission receive no payment unless they close a sale.

The old restaurant saying "You are only as good as the last meal served" reflects the fact that services are

heterogeneous This saying refers to the heterogeneity, or variability, of services—the fact that they tend to vary by time, location, or service provider.

One measure of traffic from visitors on sites, the total requests for a page, is measured in units called

hits Measures of website traffic include hits (i.e., total requests for a page), visits to a particular site or page, unique visitors to the site, and page views.

Food preparation, lawn maintenance, and housecleaning services are all examples of

household maintenance activities that people increasingly pay others to perform.

Anders picks up the local newspaper and reads a stinging letter to the editor criticizing his beverage company for supporting a sporting event for children with disabilities. The letter writer is critical of a banner displayed at the event with the logos of alcoholic beverages and Anders' company name. Anders never considered that this problem might arise. His company failed to

identify issues. Anders failed to identify possible ethical issues in advertising alcoholic beverages at an event for children.

Vikram's company manufactures industrial ladders. He is concerned that consumers who do not understand ladder safety will purchase these extra-tall ladders and injure themselves. During which phase of the strategic marketing planning process should this issue be addressed?

implementation

How does a retail distribution center supporting a store channel most obviously differ from one supporting an Internet channel?

in quantity of items shipped.

The process of salespeople creating blogs to draw customers in and generate leads is a process known as

inbound marketing

Chen was called in to meet with his boss, Amira. He was afraid he was going to be fired for the mistake he had made dealing with an important customer of the store. Instead, Amira explained that he had handled the situation well, listening to the customer and finding a fair solution. Amira told him that, even more important, working the way he did to correct the error could result in

increased customer purchases and positive word of mouth.

Nonni is the IMC manager for a chain of regional income tax service providers. Franchisees pay a percentage of their revenue to an IMC account allocated to her. As she establishes the short-term goals for her firm's IMC efforts, her goals are likely to include

increasing inquiries, awareness, and trial of her firm's services. Typical short-term IMC goals include generating inquiries, increasing awareness, and prompting trial of the firm's products.

Empowerment becomes more important when the service is

individualized

Central Style wants Joanna Gaines from HGTV to mention their reclaimed wood furniture in her blog. They are willing to pay her top dollar because of her popularity. This is an example of

influencer marketing Firms that hire (or encourage) well-known names to promote brand messages to their networks of followers are using influencer marketing.

________ appeals help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues, explaining key benefits of the firm's products and services.

informational

Emelia is trying to create an advertising message that communicates the tangible features of her company's laptop computers, telling consumers about the relative advantages of her products as compared to other offerings in the market. Emelia is trying to create a(n) ________ appeal.

informational This describes an informational appeal, which helps consumers make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides.

In the AIDA model, awareness leads to

interest, which hopefully leads to desire and then action

Simons & Co. prides itself on a strong ethical climate. Compared to many companies, Simons

is likely more socially responsible. Conscious marketing should be integrated into the very foundation of the firm by its leaders, such as in the firm's mission statement. Then top management must follow through and commit to supporting CSR, a strong ethical climate in the organization, and conscious marketing principles.

Which of the following retail stores would emphasize personal selling the most as part of the firm's promotional efforts?

jewelry store A well-trained salesperson would be most important for a jewelry store., These individuals can facilitate the sale of products or services that consumers perceive as complicated, risky, or expensive, such as an air conditioning unit, a computer, or a diamond ring.

One of the difficulties in measuring the effectiveness of IMC efforts is the ________, where consumers do not act immediately after receiving a marketing communication.

lagged effect

Today, ________ dominate supply chains.

large retailers Retailers such as Walmart, Costco, Kroger, Schwarz, Walgreens, The Home Depot, Carrefour, Aldi, Tesco, and Amazon—the largest retailers in the world—dictate to their suppliers what should be made, how it should be configured, when it should be delivered, and, to some extent, what it should cost.

Studies have found that customers are typically ready to make a purchase decision well before salespeople attempt to close the sale. Salespeople can learn when to close the sale by

listening to customers and paying attention to their body language.

The three-stage process that firms use to engage customers through social, online, and mobile media involves

listening, analyzing, and doing The three-stage process firms use to engage their customers through social, online, and mobile media involves listening to what customers have to say, analyzing the information available through various touch-points, and finally implementing (or doing) social media tactics to excite customers.

The ________ for natural skin care company Burt's Bees is to "create natural, Earth-friendly personal care products formulated to help you maximize your well-being and that of the world around you."

mission statement

The Salvation Army runs a campaign over the Christmas holidays called the Mobile Bell Ringer. Volunteers send text messages to their friends' cell phones asking them to donate. Which type of marketing communication does this represent?

mobile marketing Mobile marketing sends messages through wireless handheld devices, such as cellular telephones.

When making decisions, managers often have to decide between doing what is beneficial for themselves (and possibly the firm) in the short run and doing what is right and beneficial for the firm and for society in the long run. To address this conflict, a firm

must align the short-term goals of each employee with the long-term, overriding goals of the firm.

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a Cover Girl mascara product, then Cover Girl will have instantly reached all her millions of followers. What effect of social media engagement is this an example of?

network effect

Jaleel is a sales manager at Hewlett Packard. He is responsible for evaluating the sales, profits, orders, and sales ratios of each of the sales representatives in this territory. Jaleel is evaluating ________ measures.

objective These are all objective measures since they deal with dollars brought in and not subjective quality of the work done.

Julius is developing a budget for his firm's IMC program. First he sets objectives. Then he chooses media, and finally he determines the cost for each product to be promoted. Julius is using the ________ method of establishing an IMC budget.

objective-and-task The objective-and-task method determines the budget required to undertake specific tasks to accomplish communication objectives.

A small office supply company may have a person whose primary responsibility is to process routine orders, reorders, or rebuys of products for clients. This employee is known as a(n)

order taker An order taker is a salesperson whose primary responsibility is to process routine orders for products.

Integrated marketing communications includes

personal selling Integrated marketing communications (IMC) represents the promotion dimension of the six Ps. It encompasses a variety of communication disciplines—advertising, personal selling, sales promotion, public relations, direct marketing, and online marketing including social media.

P&G's Tide laundry detergent has been around since 1948 and is still a market leader. P&G has used ________ advertising to reposition Tide several times over the product's life, trying to motivate new consumer segments to use the product.

persuasive

When a product has gained a certain level of brand awareness, firms use ________ advertising to motivate consumers to take action.

persuasive

Beverage companies often pay movie producers to have their products used and shown in movies. This is an example of product

placement

In the ________ stage, a firm will decide what level of commitment to its ethical policies and standards it is willing to declare publicly and how the firm plans to balance the needs of its various stakeholders.

planning

In the early stages of an ad campaign, the objectives are established. To determine if those objectives have been met, the marketer will

posttest Post-testing is the evaluation of the campaign's impact after it has been implemented.

Whenever the major beverage companies develop a new product, they advertise it heavily using television and print media. These efforts are designed to

pull the product into retail stores through consumer demand. Consumer advertising is usually part of a pull strategy, in which the goal is to have consumers demand the product of retailers. In contrast, a push strategy promotes a product to members of the supply chain by focusing on wholesalers, retailers, or salespeople.

An entertaining post likely spreads further than a basic, informational one. This factor contributes to

reach The general concept of reach refers to the percentage of a target population exposed to a specific marketing communication at least once. More entertaining posts generate more hits.

For salespeople who practice ________, an unsuccessful close one day may lay the groundwork for a successful close during the next meeting.

relationship selling Building on the relationship concept refers to a sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties.

Celeste will let only Martiné cut her hair. She has tried other stylists, but she knows from experience that Martiné cuts her hair well every time. For Celeste, ________ is the most important of the five service quality dimensions.

reliability Martiné cuts Celeste's hair right every time. She might have other weaknesses—perhaps she is rude, or always runs behind schedule, or perhaps she doesn't do a good job of keeping her station neat, but she gives good haircuts. Reliability is the service quality dimension that refers to doing the job dependably and accurately.

Liam told the sales rep he wasn't buying his product because it cost too much. In terms of the personal selling process this is called a(n)

reservation A reservation is an objection a customer has about the product.

The building blocks of service quality are reliability, assurance, tangibles, empathy, and

responsiveness

Regina has made the same sales presentation twice a day for almost a month. At first, the presentation seemed to flow nicely but lately it has not seemed as effortless as it initially was. Regina might ask another sales rep to participate in ________ and critique her presentation.

role-playing

Starbucks provides tastes of new products to customers. This is called

sampling

Kenisha's company is facing a difficult ethical issue. The firm has identified the various stakeholders and their issues and gathered the available data. Everyone with an interest in the issue has engaged in brainstorming and evaluating alternatives. Management reviewed and refined the alternatives. It should now choose the course of action that

seems best after weighing the concerns of all stakeholders.

Medical services and assisted living care are examples of

services an aging population will increase the demand for. The aging population in particular has increased the need for health care specialists, including doctors, nurses, and caregivers in assisted living facilities and nursing homes, and many of those consumers want their specialists to provide personalized, dedicated services.

After using market research to identify the target audience for her advertising campaign, Nya will next use this information to

set explicit and measurable objectives for the campaign. The second step in creating and advertising program is to set the advertising objectives. Regardless of whether the advertising campaign's objective is to inform, persuade, or remind, with a focus on a particular product or the institution in general, each campaign's objectives must be specific and measurable.

In a process called _______, a customer visits a store to touch, feel, and even discuss a product's features with a sales associate, and then instantly compares the prices online to see whether a better deal is available.

showrooming Shoppers want to shop anytime they choose. In a process called showrooming, a customer visits a store to touch, feel, and even discuss a product's features with a sales associate, and then instantly compares the prices online to see whether a better deal is available.

Sales representatives add value for customers by

simplifying communication with the firm.

When developing an advertising message, the message should focus on

solving problems for consumers

Public relations is the component of IMC that

supports other promotional efforts by generating free-media attention.

Unlike advertising, public relations

supports promotional efforts by generating free media attention and goodwill.

One of the advantages of niche media is it often allows marketers to

target a specific audience. Niche media channels are more focused and generally used to reach narrower segments, often with unique demographic characteristics or interests.

Whether or not a salesperson will go through all five steps of the selling process depends on the sales situation and

the buyer's readiness to purchase.

The content of an advertising message is closely tied to

the characteristics of the media selected to carry the message.

If you send an email and include a link, you can track how many people took the desired action of clicking on the link. This is known as

the click-through rate The click-through rate is the number of times users click on an ad divided by the number of impressions.

Retailers can gain valuable knowledge about their customers from the transaction process and from

the insights of store personnel The knowledge retailers gain from their store personnel, the Internet browsing and buying activities of customers, and the data they collect on customer shopping habits can be used in customer relationship management (CRM).

Kylie purchased some eyeliner from an Internet-based beauty supply house, and now she often receives online recommendations for other products from the same cosmetics line. These recommendations were probably the result of

the purchases she had made. The interactive nature of the Internet provides an opportunity for retailers to personalize their offerings for each of their customers, based on customers' behavior. The personalized offering created for Kylie was probably based on her purchase history.

Marketing ethics is concerned with

the sale of products or services that may damage the environment.

The IMC communication process includes a(n)

the transmitter The IMC communication process includes the sender, the transmitter, encoding, the communication channel, the receiver, noise, and the feedback loop.

The key factor distinguishing retailers from other members of the supply chain is that

they sell to customers for their personal use.

The Consumer Electronics Show is an example of a(n)

trade show

In the IMC communication process, the ________ encodes the marketing communication message.

transmitter The transmitter converts the sender's ideas into a message.

Like any effective salesperson, Franz walks into a customer's office, shakes hands, looks the customer in the eye, and smiles. After exchanging pleasantries, Franz will immediately try to create interest in his company's product and establish

where the customer is in the buying process. Early in the sales presentation, the sales rep needs to determine where the customer is in the buying process by asking a series of questions.

Knowing what customers expect is essential. Retailers need to know which manufacturers their customers prefer, while manufacturers need to know

where their target customers expect to find their products.

When Lemor arrived at her hotel room and saw that the bed sheets had not been changed from the last hotel guest and there were cockroaches in the bathroom, she chose to go elsewhere. An undone, bug-infested room was not in Lemor's ________, which is the difference between what she really wants and what she will accept before looking for another hotel.

zone of tolerance The zone of tolerance is the difference between what a customer really wants and what the person will accept before going elsewhere.

When Camden Bank required all customers to use its online banking services, over 30 percent of its customers closed their accounts. In this scenario, Camden Bank's service fell outside customers'

zone of tolerance The zone of tolerance refers to the area between customers' expectations regarding their desired service and the minimum level of acceptable service—that is, the difference between what the customer really wants and what he or she will accept before going elsewhere. The fact that so many customers closed their accounts suggests that Buffalo Bank no longer offered service falling within most customers' zones of tolerance.