Principles of Marketing Exam 4

_____________ are the products that give both high immediate satisfaction and high long-run benefits.

Desirable products

____________ is connecting directly with carefully targeted segments or individual consumers, often on a one-to-one, interactive basis.

Direct marketing

______________ is direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

Direct marketing

_________ is marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address.

Direct-mail marketing

___________ is marketing via television, including infomercials and interactive television advertising.

Direct-response television marketing

__________ means to consciously avoid harmful actions or omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices we make.

Do no harm

____________ is sending highly targeted, highly personalized, relationship-building marketing messages via email.

Email marketing

____________ means building relationships and enhancing consumer confidence in the integrity of marketing by affirming these core values: honesty, responsibility, fairness, respect, transparency, and citizenship.

Embracing ethical values

Advertising is ____________.

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

During the ___________ step, the salesperson should know how to meet and greet the buyer and get the relationship off to a good start.

approach

The _____________ is setting the promotion budget to match competitors' outlays.

competitive-parity method

Personal selling ___________.

consists of interpersonal interactions with customers and prospects to make sales and maintain customer relationships.

Press relations is a function in which companies ______________.

create and place newsworthy information in the news media to attract attention to a person, product, or service.

A(n) ___________ is a sales force organization in which salespeople specialize in selling only to certain customers or industries.

customer sales force structure

Traditional direct marketing tools includes ___________.

direct-mail marketing

Traditional direct marketing tools includes _____________.

face-to-face selling

The ____________ creates an imaginary situation around the product or its use.

fantasy style

Deficient products are products that ____________.

have neither immediate appeal nor long-run benefits

A(n) ___________ is salespeople who conduct business from their offices via telephone, the Internet, or visits from prospective buyers.

inside sales force

The ___________ shows how a product fits in with a particular way of life.

lifestyle style

The ____________ recognized that organizations thrive from day to day by determining the current needs and wants of target customers and fulfilling those needs and wants more effectively and efficiently than competitors do.

marketing concept

The ___________ shows people or cartoon characters singing about the product.

musical style

____________ is an online journal where people post their thoughts, usually on narrowly defined topic.

A blog

___________ is a sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.

A business promotion

____________ is a sales promotion took used to boost short-term customer buying and involvement or enhance long-term customer relationships.

A consumer promotion

_________________ is a promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product.

A pull strategy

____________ represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building.

A salesperson

_____________ is a sales promotion tool used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers.

A trade promotion

___________ is the sales step in which a salesperson meets the customer for the first time.

Approach

___________ is direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.

Catalog marketing

___________ is the sales step in which a salesperson asks the customer for an order.

Closing

____________ help/s teach managers about important ethical issues and help/s them find the proper responses to those ethical issues.

Code of ethics programs

____________ is a principle of sustainable marketing that holds a company should put most of its resources into customer-value-building marketing investments.

Customer value marketing

____________ includes exaggerating package contents through subtle design, using misleading labeling, or describing size in misleading terms.

Deceptive packaging

___________ includes practices such as falsely advertising "factory" or "wholesale" prices or large price reduction from a phony high retail list price.

Deceptive pricing

____________ includes practices such as misrepresenting the product's features or performance or luring customers to the store for a bargain that is out of stock.

Deceptive promotion

____________ refers to creating a brand-marketing event or serving as a sole or participating sponsor of events created by others.

Event marketing

_____________ is the sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business.

Follow-up

____________ in the marketing system means striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery or distribution.

Foster trust

___________ is the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying.

Handling objections

__________ is a principle of sustainable marketing that requires a company to seek real product and marketing imporvements.

Innovative marketing

___________ includes identity theft and financial scams.

Internet fraud

__________ is/are an example of a traditional direct marketing tool.

Kiosk marketing

_____________ is building and maintaining relationships with legislators and government officials to influence legislation and regulation.

Lobbying

____________ is marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices.

Mobile marketing

_____________ appears while consumers are browsing online, including display ads, search-related ads, online classifieds, and other forms.

Online advertising

___________ is efforts to market products and services and build customer relationships over the Internet.

Online marketing

__________ is continually changing consumer concepts of acceptable styles to encourage more and earlier buying.

Perceived obsolescence

____________ is personal presentation by the firm's sales force for the purpose of making sales and building customer relationships.

Personal selling

___________ is a type of identity theft that uses deceptive emails and fraudulent online sites to fool users into divulging their personal data.

Phishing

____________ are products that give high immediate satisfaction but may hurt consumers in the long run.

Pleasing products

_____________ is the sales step in which a salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems.

Presentation

_____________ is an activity of public relations that involves the publicizing of specific products.

Product publicity

_____________ is building and maintaining national or local community relationships.

Public affairs

_______________ is building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Public relations

___________ refers to analyzing, planning, implementing, and controlling sales force activites.

Sales force management

___________ is the short-term incentives used to encourage the purchase or sales of a product or a service.

Sales promotion

______________ is a short-term incentive to encourage the purchase or sale of a product or service.

Sales promotion

____________ are products that have low immediate appeal but may benefit consumers in the long run.

Salutary products

_____________ is a principle of sustainable marketing holding that a company should define its mission in broad social terms rather than narrow product terms.

Sense-of-mission marketing

__________ is independent and commercial online communities where people congregate, socialize, and exchange views and information.

Social media

_____________ is unsolicited, unwanted commercial email messages.

Spam

__________ is using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts.

Team selling

__________ is using the telephone to sell directly to customers.

Telemarketing

____________ is the steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up.

The selling process

___________ is the Internet version of word-of-mouth marketing: a website, video, email message, or other marketing event that is so infectious that customers will seek it out or pass it along to friends.

Viral marketing

Consumer-oriented marketing is ___________.

a principle of sustainable marketing that holds a company should view and organize its marketing activities from the consumer's point of view.

A push strategy is ______________.

a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.

The ______________ is developing the promotion budget by 1) defining specific promotion objectives, 2) determining the tasks needed to achieve these objectives, and 3) estimation the costs of performing these tasks. The sum of these costs is the proposed promotion budget.

objective-and-task method

The ______________ is setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.

percentage-of-sales method

Most legitimate marketers now practice ________, sending email pitches only to customers who "opt in."

permission-based email marketing

The purpose of ________ is to build selective demand.

persuasive advertising

A(n) ____________ is a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines.

product sales force structure

The affordable method is _____________.

setting the promotion budget at the level management thinks the company can afford.

The _____________ shows one or more typical people using the product in a normal setting.

slice of life style

The ____________ considers the future welfare of consumers.

societal marketing concept

The ____________ considers future company needs.

strategic planning concept

The ___________ meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs.

sustainable marketing concept

A(n) _____________ is a sales force organization that assigns each salesperson to an exclusive geographic area in which that salesperson sells the company's full line.

territorial sales force structure