Marketing 300 Exam#3
relates to the audience's self-interest
Rational appeal
a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time
Reach
is important with mature products to help maintain customer relationships and keep customers thinking about the product
Reminder advertising
Group of independent retailers who jointly establish a central buying organization and conduct joint promotion efforts.
Retailer cooperative
Selling of goods or services directly to final consumers
Retailing
the short-term incentives to encourage the purchase or sale of a product or service ex: discounts, coupons, displays
Sales Promotion
samples, coupons, cash refunds, price packs, premiums, contests, games, sweepstakes, displays,demonstrations, advertising specialties
Sales Promotion tools
Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstration?
Sales promotion
refers to the short-term incentives to encourage purchases or sales of a product or service: Consumer promotions Trade promotions Sales force promotions
Sales promotion
Retailer Marketing Decisions
Segmentation and Targeting Differentiation and Positioning Pricing and Levels of service
used when introducing a new product category; the objective is to build primary demand
Informative advertising
Salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers
Inside sales force
the marketing channels that look toward the customer (wholesalers and retailers)
downstream partners
Any paid form of non-personal presentation and promotion of ideas, goods, or services, by an identified sponsor ex: broadcast, print, internet
Advertising
a specific communication task to be accomplished with a specific target audience during a specific time Classified by their primary purpose: Inform, Persuade, Remind
Advertising objective
The message's impact on the target audience is affected by how the audience views the communicator for example:
Celebrities and Professionals
Clear, consistent, and compelling criteria for marketing communications
->Advertising-> Personal Selling->Public Relations>Direct Marketing->Sales Promotion->
Socially Responsible Marketing Communication
-Communicate openly and honestly -Avoid deceptive or false advertising -Avoid bait- and switch advertising -Conform to all regulations -follow "fair competition" -Do not offer bribes
Steps in developing Effective Marketing Communication
1) Identify the target audience 2)Determine the communication objectives 3)Design the message 4) Choose the media 5) Select the message source
The sets of firm that supply companies with the raw materials, components, parts, information, finances, and expertise needed to create a product or service are known as ________ A) Retailers B) Upstream partners C) Distributors D) Downstream partners E) Distribution channels
B) Upstream partners
directly or indirectly compares the brand with one or more other brands
Comparative advertising
Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain _____ in design and tone.
Consistency
Two or more outlets that are commonly owned and controlled.
Corporate chain
Types of Retail Organizations
Corporate chain Voluntary chain Retailer cooperative Franchise organization
"Sense and Respond" view It suggests planning starts by identifying the needs of target customers, to which the company responds by organizing a chain of resources and activities with the goal of creating customer value.
Demand chain
involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting consumer relationships- through use of direct mail and internet to communicate ex: catalog, telemarketing, kiosks
Direct Marketing
The cutting out of marketing channel intermediaries by product or service producers or the displacement of traditional resellers by radical new types of intermediaries
Disintermediation
"mentions"/stories about a brand->brand reputation ex: B2C2C Model, word of mouth, Viral Communication
Earned Interactive Media
an attempt to stir up positive or negative emotions to motivate purchase
Emotional appeal
HP's advertising agency assembles words and illustrations into an advertisement that convey the company's intended brand message. In the context of the communication process, HP is __________.
Encoding
When the seller requires that these dealers not handle competitors' products
Exclusive dealing
Giving a limited number of dealers the exclusive right to distribute the company's products in their territories
Exclusive distribution
__________ often includes exclusive dealings. Both parties can benefit from steady source of supply and stronger seller support, but exclude other producers from selling to these dealers. -are where producer or seller limit territory
Exclusive territorial agreements
Contractual association between a franchisor(manufacturer) and franchisees(independent businesspeople).
Franchise organization
a measure of how many times the average person in the target market is exposed to the message
Frequency
the use of unconventional, innovative, and low-cost marketing techniques designed to get consumers' attention in unusual ways
Guerrilla Marketing
Which of the following companies uses a direct marketing channel
Holly Wreaths, a store which sells Christmas ornaments to customers via its online click-to-order catalogs
Managers at the Imperial Hotel-Chicago complained that the chain's overall image was hurt because Imperial Hotel-Dallas was overcharging guests and providing poor service. The imperial Hotel was experiencing_____ conflict
Horizontal
occurs among firms at the same level of the channel
Horizontal conflict
When McDonald's offers its products inside of a Wal-Mart store, it is using a(n)
Horizontal marketing system
the qualitative value of a message exposure through a given medium
Impact
Stocking the product in as many outlets as possible
Intensive distriution
________ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities.
Intermediaries
Which of the following is true of the exclusive distribution strategy?
It helps promote a brand's luxury image
represents the merging of advertising and entertainment (the intersection of Madison Avenue and Hollywood)
Madison & Vine
Building or taking market share requires larger budgets Markets with heavy competition or high advertising clutter require larger budgets
Market Share
consists of firms that have partnered for their common good with each member playing a specialized role
Marketing Channel
directed at the audience's sense of right and proper
Moral appeal
A distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments
Multichannel distribution system
focuses the message on selected market segments -Lower cost -Targets more effectively -Engages customers better
Narrowcasting
Future of Retailing
Non-store retailing Retail convergence Megaretailers Retail technology Global expansion Retail stores as communities
Salespeople who travel to call on customers in the field
Outside sales force or (field force)
control and versatility vs. little to no control over consumer response ex: signage, environmental design, branded media, Packaging, Fun & Games
Owned Media
controlled; moving beyond reach/ exposure to engagement, but are you engaged? ex: kiosks, direct Response Media, Customer Service/Tech Support, Sampling
Owned but Interactive Media
the personal presentation by the firm's sales force for the purpose of making sales and building customer relationships ex:sales presentations, trade shows, incentive programs
Personal Selling
is important with increased competition to build selective demand
Persuasive advertising
Which of the following is true of vertical marketing systems?
Producers, wholesalers, and retailers set as a unified system
Coca-Cola cups prominently featured on episodes of American Idol are an example of _____.
Product Placement
New products require larger budgets Mature brands require lower budgets
Product life-cycle stage
involves building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling rumors ex:press releases, web pages, sponsorships
Public relations
any type of communication, personal or non-personal, about a company, or the company's products -can be positive or negative(addressed promptly) and not paid for -considered more credible than any other component of the promotional mix -Sources: Articles, Broadcasted messages, Word of mouth, Internet postings
Publicity
the producer directs its marketing activities toward final consumers to induce them to buy the product
Pull Strategy
involves "pushing" the product through marketing channels to final consumers
Push Strategy
Which of the following statements is true regarding marketing communications?
Todays consumers are better informed about products and services
the incentives for intermediaries to sell more of certain or product lines ex: discounts, product placement, point of sale displays, rebates
Trade Promotion
are agreements where the dealer must take most or all of the line
Tying agreements
Territorial- specific geographic area Product-specializes along product lines Customer-organizes sales force along customer lines
Types of Sales force Structures
When KFC came into conflict with its franchisees over the brand's "Unthink KFC" repositioning, which emphasized grilled chicken over its traditional Kentucky fried chicken, KFC experienced ________ conflict.
Vertical
conflict between different levels of the same channel
Vertical conflict
A channel structure in which producers, wholesalers, and retailers act as a unified system One channel member owns the others, has contracts with them, or has so much power that they all cooperate
Vertical marketing system
Wholesaler-sponsored group of independent retailers engaged in group buying and merchandising
Voluntary chain
Which of the following should be a manufacturer's first step when designing an effective marketing channel?
analyze consumer needs
-convenient, easy, private -ready access to a wealth of products -access to info about companies, products, and competitors
benefits to buyers
-Tool to build customer relationships -Low-cost, efficient, fast alternative to reach markets -Flexible -Access to buyers not reachable through other channels
benefits to sellers
Companies are doing less ______ and more ______ as a result of the explosive developments in communication technologies to better target smaller customer segments.
broadcasting; narrowcasting
The Bookworm began delivering books directly to customers through mail instead of selling through "brick-and-mortar" companies. This is an example of ________.
disintermediation
Which of the following is an advantage of adding new channels in a multichannel distribution system?
expanding sales and market coverage
The _____ organization is the most common type of contractual marketing relationships
franchise
At Neiman Marcus, a first-class department store, customers shop for high-end products and they are assisted in every phase of the shopping process. Neiman Marcus is a ________.
full-service retailer
Two or more companies join together to follow a new marketing opportunity
horizontal marketing system
_______ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities. -specialization, expertise -Transform products -Provide feedback
intermediaries
A charitable trust's appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n)________ appeal.
moral
Atlas Imports and Exports sells products directly to consumers via the Atlas Web site, and through local retailers as well. Which of the following is evident here?
multichannel distribution system
______ becomes more important as competition increases. With this type of advertising a company's objective is to build selective demand.
persuasive advertising
A message showing a product's quality, economy, value, or performance is an example of a(n) ______ appeal
rational
For which of the following products would the intensive distribution strategy most likely be used?
soft drinks
"Make and sell" view It suggests that raw materials, productive inputs, and factory capacity should serve as the starting point for market planning
supply chain
process of managing upstream, downstream, value-added, flows of materials, final goods and related information among suppliers the company, the company, and the final customer
supply chain management
An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured atress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best way for the source to measure feedback?
the number of people who redeem the coupon
The sets of firms that supply companies with the raw materials, components, parts, information, finances, and expense needed to create products or services are known as ________
upstream partners