ch 12 & 13- ad and promo mix
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 setting the promotion budget at the level management thinks the company can afford.
affordable method
A business promotion is a __________.
sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople
What is sales promotion?
A short-term incentive used to encourage the purchase or sales of a product or a service
Event marketing refers to __________.
creating a brand-marketing event or serving as a sole or participating sponsor of events created by others
A customer sales force structure __________.
A customer sales force structure __________.
__________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Advertising
__________ is the sales step in which a salesperson meets the customer for the first time.
Approach
__________ is when a company directly or indirectly compares its brand with one or more other brands.
Comparative advertising
__________ consists of interpersonal interactions with customers and prospects to make sales and maintain customer relationships.
Personal selling
__________ is a function in which companies create and place newsworthy information in the news media to attract attention to a person, product, or service.
Press relations
__________ 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 activities.
Sales force management
__________ is a short-term incentive to encourage the purchase or sale of a product or service.
Sales promotion
__________ is using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts.
Team selling
Advertising is __________.
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
The purpose of persuasive advertising is to __________.
build selective demand
Public affairs is __________.
building and maintaining national or local community relationships
Lobbying is __________.
building and maintaining relationships with legislators and government officials to influence legislation and regulation
__________ is the sales step in which a salesperson asks the customer for an order.
closing
A salesperson represents a __________.
company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building
An inside sales force __________.
conducts business from their offices via phone, online and social media interactions, or visits from buyers
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
The fantasy style __________.
creates an imaginary situation around the product or its use
A product sales force structure __________.
is a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines
The __________ shows how a product fits in with a particular way of life.
lifestyle style
The purpose of __________ is to build selective demand.
persuasive advertising
A pull strategy is a __________.
promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product
The presentation step is when a salesperson __________.
tells the "value story" to the buyer, showing how the company's offer solves the customer's problems
A territorial sales force structure is a sales force organization __________.
that assigns each salesperson to an exclusive geographic area in which that salesperson sells the company's full line
During the approach step, __________.
the salesperson should know how to meet and greet the buyer and get the relationship off to a good start
__________ 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
__________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.
A push strategy
__________ 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
__________ focuses on the goal of getting new customers, obtaining orders from them, and spending time maintaining existing accounts and building long-term customer relationships.
The selling process
The selling process __________.
focuses on the goal of getting new customers, obtaining orders from them, and spending time maintaining existing accounts and building long-term customer relationships
Follow-up is the sales step in which a salesperson __________.
follows up after the sale to ensure customer satisfaction and repeat business
The __________ shows people or cartoon characters singing about the product.
musical style
Handling objections is the sales step in which a salesperson __________.
seeks out, clarifies, and overcomes any customer objections to buying
The percentage-of-sales method is __________.
setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
The competitive-parity method is __________.
setting the promotion budget to match competitors' outlays
The slice of life style __________.
shows one or more "typical" people using the product in a normal setting
The __________ shows one or more "typical" people using the product in a normal setting.
slice of life style
Personal selling is __________.
a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
A consumer promotion is __________.
a sales promotion tool used to boost short-term customer buying and involvement or enhance long-term customer relationships
Sales force management refers to __________.
analyzing, planning, implementing, and controlling sales force activities
A(n) __________ is a sales force organization in which salespeople specialize in selling only to certain customers or industries.
customer sales force structure
The objective-and-task method is __________.
developing the promotion budget by 1) defining specific promotion objectives, 2) determining the tasks needed to achieve these objectives, and 3) estimating the costs of performing these tasks