small bus ch. 9-11

bus profile kit

A media kit that a firm creates for itself to distinguish it from the media kits of other companies is called a

native ad

_____ are forms of ads inserted into the regular flow of noncommercial web pages so that it appears to belong to the page.

sheltered workshop

a nonprofit organization or institution that provides business services by using workers who have disabilities or who are rehabilitated.

media content

A document that details the specifics of a firm's marketing efforts including its goals, target audiences, distribution channels, and analytics across all the different types of marketing efforts the firm will attempt is called a ______ strategy plan.

include samples of firm's products, and target market-specific statistics and gen built around new press releases

Which of the following statements are true about business profile kits?

Press relations

______ are activities used to establish and promote a favorable opinion by the media.

mkting

______ research is the systematic collection and interpretation of data to support future marketing decisions.

production line and process layout

Which of the following layout formats are used for manufacturing operations?

price lining

3 levels: a bare bones, midrange, and high-end with the bells and whistles, Each product has a different level of quality or number of features, pricing strategy attempts to appeal to several different markets and budgets.

succinct

A ______ message is the key point in as few and as memorable words as possible.

external

An estimation of what a price should be based on information external to a consumer is called an ______ reference price.

Customer vector reports

Classify information by customer or customer groups based on purchases or dates of purchase

retention

Customer ______ are the techniques that focus on efforts to promote satisfaction with and interest in a firm.

exporting without using intermediaries

Direct exporting is

user review sites

Online sites where a firm's customers can post their opinions, rating, and experiences about the firm's products or services for others to see are called

At a client's location

Organizing of services into a rotating schedule

where bus has its own brand page on different social media platforms

The overlap between owned media and shared media in the PESO model is an important part of the media strategy of any small business because _____.

false

True or false: Unlike products, services do not go through the four stages of the life cycle—introduction, growth, maturity, and decline.

Brand Ambassadors

or spokespersons, are those who represent a firm, product, or service to others to increase awareness, sales, and positive attitudes about the firm among the public.

virtuous cycle

represents situations where one good turn invites another one from someone else.

press release

written announcement intended to draw news media attention to a specific event.

Sales outcome reports

Sum up issues around actual sales

Sales process reports

Summarize data based on the position of customers in a sales process

At a mutually accessible location

Specialized equipment that cannot be readily transported

optimum price

The ______ is the highest price that will produce a desired level of sales in an intended market.

helps in deciding how to operate critical aspects of mkting and to track/id products of low quality

In the context of customer relationship management, which of the following are ways in which reports generated during data analysis help firms?

refers to articles, videos/ blogs that help promote firm's products/ services and a variation of native advertising.

In the context of incentive media, which of the following are true of sponsored content?

lead generation

The promotional technique of obtaining prospective customers through paid and unpaid efforts to obtain contact information from people with the plan to send these prospects advertisements or other messages in hopes of getting them to become customers is called

Many people are skeptical and Public relations are things a firm does to help create a favorable opinion

Which of the following are true of public relations?

Investors and Special-interest groups

In the context of public relations, which of the following are examples of important stakeholders in a business who get a favorable opinion about the business from different forms of publicity?

has visual impact and lays out a store in sections with aisles

In the context of traditional layouts for retail operations, which of the following are true of the free-form layout?

At a remote location

Infrequent face-to-face meetings with a client

Finding unbiased, reported fairly, and reputable data

Which of the following is a challenge in secondary research?

the name for keeping customers, focuses on satisfying customers after the sale, handling problems after the sale, customer relationship management, and growing customer sales.

Which of the following statements about customer retention are correct?

Key performance indicators and Publishing procedures

Which of the following components are included in a firm's media content strategy plan?

unusual and nearly free, fairly new, key to capture the cust attention.

Which of the following statements about guerrilla marketing are correct?

thru media, activities that attempt to influence/increase media and can be targeted to the gen public/ specific groups.

Which of the following statements about press relations are correct?

should use the AIDA formula, bus' contact information included at end and is centerpiece of bus profile kit

Which of the following statements about press releases are correct?

relies on cust telling about a service or product of a business and adds creditability.

Which of the following statements about viral marketing are correct?

more innovative a product, slower the sales, high marketing cost to gain cust awareness, Not all products survive the introduction phase

Which of the following statements about the business cycle's introduction stage are correct?

a form of paid ad editorial-like articles and published in mass media.

Which of the following statements are true about advertorials?

direct mail

______ is a method of selling in which catalogs, brochures, and other pieces of marketing materials are mailed directly to customers.

captive pricing

______ is a strategy where the price for an item is relatively low and then charging much higher prices for the expendables it uses.

viral

______ marketing is any electronic equivalent of word-of-mouth advertising, in which the advertiser's message spreads quickly and widely via email, website, blogs, and other online tools.

Guerrilla

______ marketing is the use of creative and relatively inexpensive ways to reach your customers.

price that ends with a 9, 7, or 5, customers positively react to odd prices, cust believes products w/ odd number cost less.

Which of the following statements about odd-even pricing are correct?

contract manfct

______ is an existing firm with the correct manufacturing capabilities that makes products for other businesses.

price skimming

______ is setting a price at the highest level the market will bear.