BUAD301 EXAM 3
which of the following statements is correct regarding marketing communications today
Advertisers are now able to engage smaller customer segments with more personalized, interactive content.
Which of the following sets of characteristics correctly classifies retailers?
Amount of service offered, the breadth and depth of lines, relative prices they charge, and how they are organized.
What are three major factors changing the face of today's marketing communications?
Changes in consumers, changes in marketing strategies and sweeping changes in digital technologies
Which of the following identifies the six major sales force management steps in the correct order?
Designing sales force strategy and structure, recruiting and selecting salespeople, training salespeople, compensating salespeople, supervising and motivating salespeople, and evaluating salespeople
Which of the following statements about personal selling is correct?
Many customers are unable to distinguish the salesperson from the company.
the three major groups of wholesalers are_______.
merchant wholesalers, brokers and agents, and manufactures' and retailers' branches and offices.
Public relations involves building good relations with the company's various publics. What are all of the functions it includes?
Press agency, product publicity, public affairs, lobbying, investor relations, and development
What are the four important decisions made when developing an advertising program? List them in order.
Setting objectives, setting the budget, developing strategy, and evaluating effectiveness
_______ is the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance.
Social Selling
Which of the following statements about public relations is correct?
The lines between advertising and public relations are becoming more blurred.
the only reason for a wholesaler to exist is to ______ by increasing the efficiency and effectiveness of the entire marketing channel.
add value
Marketers now have access to fragmented media and promotion mixes to reach diverse audiences. To prevent creating a communications hodgepodge, what must marketers do?
adopt the concept of integrated marketing communications
Retail stores come in all shapes and sizes, and the new retail types keep emerging. Store retailers can be classified by ______
amount of service, product line sold, relative prices, and how they are organized
Depending on the type of promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These are ______________.
consumer promotion tools, trade promotion tools, or business promotion tools
Sales promotion campaigns call for setting sales promotion objectives. In general, sales promotions should be ________.
consumer relationship building
The major steps in advertising media selection are (1) __________; (2) choosing among major media types; (3) selecting specific media vehicles; and (4) choosing media timing.
determining reach, frequency, impact, and engagement
it is important that retailers select l9cations that are accessible to the target market in the areas that are consistent with the ______.
retailer's positioning.
Wholesalers fall into three groups_________>
merchant wholesalers, brokers and agents, and manufactures' and retailers' branches and offices.
_______ must be closely coordinated for maximum campaign effectiveness
message decisions and media decisions
New major trends and developments in retailing include __________.
new retail forms, shortening retail life cycles, and retail convergence.
The need for omni-channel retailing is a result of _______
omni-channel buying
A salesperson's role as a(n) ________ demands creative selling, social selling, and relationship building.
order getter
Of product and services assortment, price, promotion, and place, which plays one of the most important roles in aligning target markets and positioning.
place
press releases, sponsorships, events, and web pages are tools used by which element of promotion mix?
public relations
After sales promotion campaign objectives are set, the next steps are ________, and then __________________________.
selecting tools; developing and implementing the sales promotion program
As with the other promotion tools, in considering when and how to use product public relations, the best thing management should do is ______________________.
set PR objectives, choose the PR messages and vehicles, implement the PR plan, and evaluate the results
After determining the type of promotion to use, marketers then must decide on the _______ and the ______.
size of the incentive; conditions for participation.
The fastest-growing sales trend is the explosion in ________, which is using online, mobile, and social media in selling.
social selling
Which of the following is a drawback to social selling?
some things cannot be presented over the internet
Retailers must decide on three major product variables: product assortment, services mix, and _____.
store atmosphere
Strong relationships with the salesperson will result in ________.
strong relationships with the company and its products.
Omni channel retailing stores requires carefully integrating ________ from discovery to purchase in the buying process
the entire range of available shopping channels
progressive wholesalers constantly watch for better ways to meet the changing needs of ______
their suppliers and target customers
