Intro to Marketing 2080 Final Study Guide
Personal selling is right for every product or service and requires less time than selling in a one-to-many format.
False
Public relations is a personal communication tool that firms use to actively engage its stakeholders.
False
Each of the following categories is a type of online purchasing behavior except
auctioning
Which of the following promotional tools is a part of advertising?
billboard banner
Lorraine works in a call center processing repeat customer business. What type of salesperson is Lorraine?
inside salesperson
With regard to public relations, a firm's relationship with its stakeholders is best described as
passive.
All of the following examples are types of invisible marketing influences except
sponsorship
All of the following are examples of a social media campaign except
a local restaurant ran a series of 30-second ads on the radio.
When Eva types "makeup" into Google, the first search item is a sponsored ad for Almay. This is best described as
a paid search.
After putting the words "beach," "resort," and "vacation" into his browser, Antoine received an email with a discounted price on a beach resort vacation. This was likely a function of
bots
When a consumer engages in social media "chatter," this means the consumer
broadcasts a marketer's message to other consumers.
Sanjay has just accepted a sales position at a new tutoring center in his college town. He will be put on the payroll and will be expected to follow all the policies of the company. His target market comprises the students from all the local colleges and universities. Sanjay has been hired as a(n)
captive salesperson
A means for marketers to get a message to consumers is known as a
communication method.
Mass media, electronic media, interpersonal communication, point of purchase, and physical space are all examples of
communication methods.
An ethical concern related to using sites like Twitter to compile marketing research data is
consumer privacy.
An Omega advertisement for a high-end watch features George Clooney, wearing this watch and driving a convertible along the coast. Which type of appeal is this ad using?
emotional
SkyHigh, Inc. has launched a new rock climbing kit for beginner climbers. The marketing team has created a highly visual campaign geared toward a Millennial audience who show a strong presence on Instagram and YouTube. SkyHigh decides it will launch its first video ad on YouTube and host a sponsored ad on Instagram to get their message across. Which element of the communication process does this scenario illustrate?
encoding a message
Which of the following technologies enables digital marketers to build customer relationships through exceptional customer experiences?
excellent website design
Raul has been pushing himself to meet his sales objectives. This past month, he surpassed his goal by 15 percent. The company recognized him by awarding him Salesperson of the Month, giving him a certificate, and announcing his accomplishment to the entire staff at the company's monthly meeting. Which of the following best describes the type of reward the company bestowed upon Raul?
extrinsic
During the growth stage of a product's life cycle, persuasive advertising can help a firm take market share away from its competitors by
increasing demand for the existing product.
Without Labels, a new thrift clothing retailer, has recently launched a campaign centered around sustainability. The campaign uses social media, print media, and billboards in the local area to encourage customers to come go to the shop or to go online to donate gently used clothes and trade them in for equally gently used replacements. Which strategy does Without Labels use to communicate its message to potential customers?
integrated marketing communication
A(n) _____ strategy involves coordinating the various promotion mix elements to provide consumers with a clear and consistent message about a firm's products.
integrated marketing communications
As Sebastian approaches Best Buy, a notification advertising the store's sales appears on his smartphone. This is best described as
location-based advertising.
_____ allow consumers to recoup a specified amount of money after making a single purchase.
Rebates
Which statement explains how social media marketing differs from social media?
Social media marketing utilizes online social networks to communicate product messages.
A disadvantage of paid advertising is that because it is paid, it does not allow marketers to control how to present their message to the public.
True
A sales career can result in being either a lucrative career or an unprofitable career, depending on the salesperson's motivation.
True
An important distinction between frequency and reach is that advertisers desire to reach as many consumers as they can, as frequently as they can.
True
Penelope, a sales representative for ADT Security Services, is meeting with Oliver and Gina Kim to discuss installing a security system in their new home. During the meeting, Penelope delivers a short presentation from her tablet computer, but she is more interested in engaging with the Kims in two-way communication. What type of integrated marketing tool does this example illustrate?
personal selling
Which of the following represents the correct order of steps in the personal-selling process?
prospecting and qualifying, preapproach, approach, presentation, handling objections, closing the sale, follow-up
Vinh is a new sales employee with the Verizon. He recently completed his onboarding at the company and is now beginning to approach the personal-selling process. His first step is to identify potential customers. This step in the personal-selling process is known as
prospecting and qualifying.
Which form of advertising is the best way to maintain demand of an accepted product during its maturity stage?
reminder advertising.
All of the following are public relations tools except
sales presentations.
When you type in "sustainable travel," the website for G Adventures appears first in the list. This is an example of
search engine optimization.
Which of the following allows for the settlement of disagreements in business without having to include government resources?
self-regulation
A YouTube sensation who produces videos about fitness is provided samples of fitness gear from different brands because of her large following of Millennials. In this scenario, the YouTube personality is best described as a(n)
social media influencer.
Social media advertising is different from traditional advertising in that traditional advertising is
static.
Jamal, a medical sales representative has searched for potential customers and found qualified prospects. He has further targeted the prospects based on how much income they may generate for his company and how probable it is that they will become a customer. According to the personal selling process, which of the following steps should he prepare for next?
the preapproach
Which of the following illustrates a form of direct response advertising?
"Hurry while supplies last! There are only 5 items left."
Which of the following is a form of direct response advertising?
"Order now for free shipping!"
Which of the following is an example of advertising puffery?
"Our sandwiches are the healthiest sandwiches in town."
Which of the following scenarios best illustrates how a firm can use PR to facilitate positive associations with its brand?
A women's athletic wear maker is the sponsor of an all-female triathlon that raises money for breast cancer.
Which of the following accurately defines advertising?
Advertising is nonpersonal promotional communication about goods, services, or ideas that is paid for by the firm identified in the communication.
Which of the following scenarios is the most accurate depiction of a personal-selling environment?
Arnon is a motivated salesperson who, on top of the varied activities of his job, is also juggling school and a family. Arnon is grateful for his fixed and variable pay, as well as for his flexible schedule, which allows him to maintain a work-life balance.
Digital marketing can appear as all of the following forms except
guerrilla marketing.
A digital buyer who is engaged in product-focused shopping is someone who
has repurchased cat litter from Amazon.
Because the turnover rate among sales professionals is high, sales managers need to spend a lot of time on the recruitment and selection of salespeople.
true
_____ results in immediate feedback from the customer since a salesperson can observe the nonverbal communication of the customer.
Personal selling
Which of the following statements about personal selling is false?
Personal selling is effective for every product and service.
Harlan is a marketing manager at Every Day Wear. He has selected advertising, sales promotion, and personal selling for his promotional mix elements. Which of the following explains why Harlan has selected different promotional mix elements?
Each element exerts influence on different segments of the target market.
Boris just completed an advertising campaign for his company. Now that the campaign is complete, Boris's next step is to launch the campaign to customers by identifying an appropriate feedback channel.
False
Companies interested in improving customer relationships often engage in an informal process of communicating with customers as a way to reduce the notion that the company is "selling" to them.
False
Consumer segments tend to visit the same digital retail site for the same reason each time.
False
Mobile marketing is a rarely used marketing tool because most people only use their smartphones for social networking.
False
The order of steps in the personal selling process can be altered to fit a salesperson's preference and selling situation.
False
Today's advertising fails to represent marketers' products fairly and honestly despite the laws, regulations, and self-regulation put in place enforcing them to do so.
False
When instituting a social media marketing campaign, federal privacy regulations do not apply because Internet-based advertising promotes product and does not interfere with consumer privacy.
False
A disadvantage of paid advertising is that because it is paid, it does not allow marketers to control how to present their message to the public.
Fasle
What is a major advantage of publicity as a promotion mix tool?
It allows a firm to communicate with consumers at low cost.
Mariela is a representative for Greenleaf Office Supplies. She is early in her presentation and in the middle of explaining the advantages and benefits of her company's product line to the audience of prospective customers, one interjects with a complaint about the pricing plan. What should the Mariela do next?
Pause the presentation and acknowledge the customer's concern.
In the context of Internet advertising, which of the following is true of click-through rate (CTR)?
It is a ratio showing how often people who see an advertisement end up clicking on it.
Wanderlust Tours is a travel company that is planning its next advertising campaign. It is at the stage during which it must assess what consumers recall about an advertisement using either unaided or aided recall tests. At which step is Wanderlust Tours in building its advertising campaign?
Measuring the effectiveness of advertising.
What can companies do to ensure sustained success for newly hired salespeople?
Provide effective training.
Responding to negative comments on the company's social media sites within one day is one of the objectives of a company's social media campaign. Which of the following is one way for a company to meet this objective?
Provide employees guidelines as to what they can and can't post on behalf of the company.
Luna has come out with a new protein bar that it wants to market as a "tastier" alternative to other protein bars. What is the proper order of steps Luna should follow in developing its social media campaign?
Set a goal, select the correct combination of social media platforms, create marketing content, and monitor the campaign.
Amazon.com provides this forum for its organization as a tool for sharing what it has achieved over the past year with its stakeholders.
annual reports
Customers do not think in terms of each element in the promotional mix. Instead, everything is viewed as an "advertisement."
True
Facebook is facing a crisis with regards to its alleged failure to protect its users' data against Cambridge Analytica, a data mining and brokerage firm. In this case, public relations can help the company avert the crisis.
True
Priya is the marketing manager for Nana's Crepes. She aims to communicate the value of Nana's Crepes products by using various elements of the promotional mix, including sales promotion and personal selling.
True
Publicity is part of public relations and focuses primarily on how a firm is represented through the media.
True
The narrow focus of customer relationship management allows companies to avoid spending time and money prospecting for new customers and focusing on obtaining maximum profits from customers they already have.
True
When the movie The Smurfs was out in theaters, to prompt more consumers to buy Happy Meals, McDonald's included plastic figures of the cartoon characters in their Happy Meals. This is a form of sales promotion.
True
A large national restaurant chain reaches out to a software manufacturer to discuss the potential purchase of the manufacturer's management software. The restaurant chain has concerns about how the software will operate within their existing computer system. They ask if the software can be customized and if doing so would be cost prohibitive. This has the potential of being the software manufacturer's largest-ever sale. Which of the following should handle this inquiry?
a sales team
CRM technologies enable firms to develop tactics for building long-term, mutually beneficial relationships with the customer in all of the following ways except
adopt a broad approach, focusing on the needs of the entire market.
Characteristics of successful salespeople include all of the following except
advanced training.
The personal-selling environment is attractive to job seekers because it offers
an engaging atmosphere, autonomy, earning potential, and job availability.
In the context of closing a sale during the personal selling process, assumptive close is a closing strategy where a salesperson
asks a question and understands whether a customer wants to make a purchase based on his answer.
A drawback of social media for advertisers is that
consumers feel like they are being forced to see advertisements.
Which of the following promotion tools commonly involve problems due to misredemption practices?
coupons
The social media marketing team for a new fitness center is shooting pictures and videos for its campaign. In which stage of development is this social media marketing campaign?
creating content
Which of the following strategies allows a company to unify all its activities under the overarching goal of achieving customer satisfaction through the right actions, attitudes, and systems?
customer relationship management
In the communication process, when the ideas of a message are perceived and then interpreted, this is known as
decoding.
In order for a firm to ensure it is selecting the correct combination of social media platforms for a social media marketing campaign, it must
determine the target audience.
Which of the following is the last step in the personal-selling process?
follow-up
Fit Living has just opened a new fitness club uptown. The company wants to encourage people to try out the club for a week before signing up for membership. Since the club is new in the area, the most effective way to promote the free trial is through
informative advertising.
Chicago Inc., a leading retail store, has a chain of department stores across the United States. The products available at its outlets include cosmetics, jewelry, clothes, footwear, and home accessories. Chicago Inc. offers its customers a Gold Card to which points are added every time the customer's bill amount exceeds $500. These points can be accumulated and used for purchases at any of its outlets. Which of the following promotion mix elements is the cosmetic company using?
loyalty programs
Hassan is a salesperson with the Look West Corporation. He has been with the company for the past 20 years and has achieved long-term success. Which of the following has Hassan most likely done to achieve success over this 20-year period?
maintained motivation throughout both the highs and the lows
Siobhan works for a large U.S.-based company that just opened up new stores in Japan. She has determined that its social media campaign is not working overseas because the message is being misinterpreted when translated into Japanese. In what step of the social media marketing campaign is Siobhan's company?
monitoring the campaign
Avery has been contemplating renting a loft space in the city to use as an artist's studio. He currently uses his small dining room as his studio and is looking for a separate space, especially he is starting to sell more paintings. He is out for a run in the park and receives a call from his realtor. He accepts the call but is having trouble focusing on the conversation. He is trying to pay attention to the pedestrians and cyclists around him, as well as to the uneven footpaths. What component of the communication process is interrupting Avery's communication with his realtor?
noise
Mr. Thompson is a professor of Marketing at the local university. In the student orientation program, he addressed the freshmen regarding the advantages of taking Marketing as a major course. Which of the following types of advertising did Mr. Thompson use?
persuasive advertising
Which of the following is an example of an internal source of publicity?
press release
An Organic Valley advertisement for a new protein shake features a young woman on the go. It prominently displays the protein grams per serving on the label, suggesting that this shake is the quick and easy solution to a healthy, morning meal. Which type of appeal is this ad using?
rational
If a company is sponsoring content created specifically for endorsing its brand or product, the Federal Trade Commission
requires this intent to be disclosed.
Marketers of a cosmetic company are distributing free samples of its cream, Morning Aura. The company hopes that the strategy will result in an increase in sales if the sample is a hit. Which of the following promotion mix elements is the cosmetic company using in this case?
sales promotion
Once a sales representative develops a deep understanding of a prospect's situation and prepares a set of questions and ideas to ask the prospect, what should the sales representative do next?
the approach
During which step of the personal-selling process would a sales representative analyze all the information available to her about qualified prospects to demonstrate her trustworthiness to customers?
the preapproach
A combination of tools used by marketers to promote goods, services, and ideas and to accomplish their communication objectives is known as
the promotion mix.
Sales control can best be described as when
the sales manager assesses whether the firm's sales achievements are in line with the firm's sales objectives.
The goal of a public relations campaign is
to promote positive relations between a firm and its stakeholders.
This contact point is used as a basis for understanding customer needs at the individual customer level.
touchpoint
