Manzer Marketing Final (part 2)

Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities - advertising, personal selling, sales promotion, public relations, and direct marketing - to provide

a consistent message across all audiences

When evaluating secondary data, one should critically check

all of the above

To effectively price discriminate, a firm must be able to

all of the above (2)

A good salesperson should view a prospect's objections as: (maybe...)

an opportunity for further communication.

Which of the following is an inherent weakness of publicity?

it is hard to receive good feedback

My industry has a slow rate of technological change, a slow rate of market acceptance, and it is hard to become a competitor. Normally the product life cycle in my industry is...

long (on the test)

For consumer goods, which of these channels is most commonly employed?

manufacturer to wholesaler to retailer to consumer

One of the problems facing the sales manager that often is not faced by other managers is:

many salespeople do not work near their managers

Making markets more homogenous is the reason behind

market segmentation.

All of the following are reasons to study marketing except:

marketing and selling are the careers most desired by college students

The Personal Selling activity may be viewed as a part of the marketing information system. Which part?

marketing intelligence system

Which of the following is an inherent strength of publicity? (INSTEAD OF STRENGTH, HIS TEST SAYS WEAKNESS... I WAS UNSURE OF THE ANSWER)

often most credible source in the consumer's mind.

The pricing strategy that is almost the exact opposite of skimming pricing is

penetration pricing

The two phases of advertising research on measuring effectiveness are

pre-testing and post-testing.

The AT&T example given in class about an ad called "The Fishing Camp" is an example of what?

pretesting

A manufacturer of medical equipment discovers that its sales personnel are unable to grasp the complexities of all its machines, which are sold to hospitals, physicians, clinics, and various others. The firm should probably organize its sales territories by

product line.

When a rerun of Seinfeld shows a Pepsi on a desktop, a Lexus parked on the street, or a box of Tide on the countertop, _____ is being used.

product placement

Personal Selling Process

prospecting, pre-approach, approach, presentation, close, follow up (ppapcf)

Pharmaceutical companies historically marketed only to doctors. More recently they have spent millions of dollars to advertise prescription drugs directly to consumers. These pharmaceutical companies are using a(n):

pull

Which persuasion model uses tone, charisma etc...? (HOWEVER THE MESSAGE IS MORE IMPORTANT!)

rhetorical

Personal selling serves three major roles in a firm's overall marketing effort: They are the critical link between a firm and its customers, _____, and salespeople may play a dominant role in a firm's marketing program

salespeople are the company in the consumer's eyes

In the buying process, once the person has identified a problem or a felt need, the next step is:

search for information.

Sender or source consistency refers to "consistency" between what?

sender - message

My industry has a rapid rate of technological change, a rapid rate of market acceptance, and it is easy to become a competitor. Normally the product life cycle in my industry is

short.

Advocacy advertising

states a firm's position on an issue to sway public opinion

Marketing refers to

the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its stakeholders, and society at large

Perfect communication exists when

the decoded message is the same as the encoded message

The DuPont cellophane story given in class illustrates

the difficulty in determining your competition.

One aspect of source credibility is the affective component. What is it?

the liking and disliking of the source

Price discrimination refers to:

the practice of charging different prices to different buyers for goods of like grade and quality

Which of the following circumstances is a major defense for a price discriminator?

the price differentials reflected different costs in dealing with the buyers

The relationship between price and quantity demanded shown by the demand curves for most products suggests that:

the quantity demanded decreases as the price increases

Which of the following is true?

A salesperson may not perform all of the steps in the creative selling process. It depends on the type of sales job

Business goals are important to the firm. Which of the following does not reflect that importance?

Actually, all of the above reflect the importance.

_____ is a nonpersonal communication paid for by an advertising sponsor using mass media to persuade or inform an audience.

Advertising

Rationality forms a major part of which of the following consumer behavior models?

Economic Model

The marketing concept is difficult to implement. Why?

It is difficult to determine what the customer needs and wants.

What two elements of advertising work together to communicate the right ideas to the right audience?

Message and medium

Which of the following is true regarding "fear" as an advertising appeal?

Moderate fear is best

Personal selling is a good starting point if your career goal is to obtain a top executive position. Why?

Personal selling is a "visible" job, and the results are measurable

Which of the following is true about expectancy theory?

Rewards directly yield satisfaction.

Which of the following is true regarding comparative advertising?

The comparisons must be made between similar or like products

Which of the following concerning field of experience increases the probability that the receiver will decode the message the way it was encoded?

The greater the fields of experience overlap, the better

A company practicing differentiated marketing faces this risk.

The more elaborate the marketing effort the more costs increase.

Which of the following is true? (2)

The singular apology for a specific event is usually a sign of strength (2)

Effective advertising may actually reduce the price of advertising products to the consumer. How?

by reducing production costs faster than the rising advertising costs

Advertising can be used to influence the demand for a product. How?

by shifting the demand curve to the right

The "Waldo" story given in class, relates best to which selling process stage?

close (asking of the order)

The "advertising war" is most likely a result of which promotional budget-setting method?

competitive-parity method

Laws that directly influence marketing practices fall into two categories, one is procompetitive legislation and the other is:

consumer protection laws

With regard to the notion that people are born salespeople, it is true that:

different situations require different sales skills, hence different qualifications.

The promotion mix does not include

distribution.

These groups of product adopters constitute the "mass market."

early and late majorities

The ability to understand one' own emotions and the emotions of people with whom one interacts on a daily basis is referred to as

emotional intelligence

This member of the buying center may have an important position because he or she is able to control the flow of information to the other members of the center.

gatekeeper

Which one of the following is not a major element of the business or marketing external environment?

goal of the firm

In class, an example of pretesting advertising was given. The ad was an AT&T ad called "The Fishing Camp." What was cooking in the frying pan? pretesting

hamburger

The example given in class about the manager and supervisor regarding the problem on the number three production line specifically illustrated what?

how effective communication uses feedback

Of these, which is not a basic purpose of marketing communication?

to sell

Responsive (in service terms) is: "you want to receive credit for doing a service, how do you ensure that you will receive it.

willingness or readiness to provide service./ be responve (maybe cant remember)