Marketing Final

Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor is called

Advertising

A specific communication task to be accomplished with a specific target audience during a specific time

Advertising objective

Useful articles imprinted with the advertiser's name, logo or message that are given as gifts to consumers

Advertising specialties

The company accomplishes its advertising objectives and consists of creating advertising messages and selecting advertising media

Advertising strategy

The process where the salesperson meets and greets the buyer and gets the relationship off to a good start and involves the salesperson's appearance, opening lines, follow up remarks

Approach

Competitive relations decisions that may be called into question under the law include_____.

Barriers to entry

Brands in a market with many competitors and high advertising clutter must

Be advertised more heavily to be noticed in the marketplace

____ data in the customer database includes data about the recency, frequency, and monetary value of past purchases of a customer

Buying Behavior

The process where salespeople should recognize signals from the buyer, including a physical action, comments, and questions, to close the sale

Closing

_____refers to the sales step in which a salesperson asks the customer for an order

Closing-Don't leave without asking for the order

Which of the following types of advertising will most likely result in an advertising war?

Comparative advertising bc you compare your product with others

Irritation, unfairness, deception and fraud are examples of

Consumer privacy

The organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers; Ralph Nader=Seat Belt

Consumerism

_____is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers

Consumerism-Seatbelt example in class

The high failure rate of new products shows that companies are not able to ______.

Control Demand-They have no idea what their demand will be

Broad guidelines that everyone in the org must follow that cover distributor relations , advertising standards, customer service, pricing.

Corporate marketing ethics

Developing an effective message strategy begins with identifying_____ that can be used as advertising appeals

Customer Benefits-Sell the sizzle, not the steak

An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic and behavioral data

Customer database

Selecting advertising media

Deciding on media timings selecting media vehicles, deciding on reach frequency impact

Measurable, accountable, personal, targeted and interactive

Direct Mail

A marketing channel without intermediaries, fastest growing form of marketing. an element of the promotion mix

Direct Marketing

Amazon.com, eBay and GEICO approach customers via Web sites or mobile apps. This is an example of

Direct Marketing

Getting profits while helping to save the planet

Environmental sustainability

_____is a management approach that involves developing strategies that both preserve the environment and produce profits for the company

Environmental sustainability

An organized movement of concerned citizens, businesses, and government agencies to protect and improve people's living environment; Green marketing

Environmentalism

Creating a brand-marketing event or serving as a sole participating sponsor of events created by others is known as

Event Marketing

Marketers are most effective when they appeal to ____rather than when they ______.

Existing wants; Attempt to create new ones-They are known and identified already

The last step in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business

Follow-up

A measure of how many times the average person in the target market is exposed to the message

Frequency

The process where salespeople resolve problems that are logical, psychological, or unspoken

Handling Objectives

The qualitative value of a message exposure through a given media

Impact

Toll free numbers to receive orders. You call them

Inbound telemarketing

Used when introducing a new product category to build primary demand

Informative advertising

Company seeks real product and marketing improvements

Innovative marketing

All of the following are benefits of online direct marketing for buyers EXCEPT

Live product demonstrations

News, buzz marketing, social networking, written materials, special events

Major PR tools

Now=needs of consumers and business

Marketing concept

Focuses the message on selected market segments; lower cost, targets more effectively, engages customers better

Narrowcasting

Buyers want solutions and salespeople should listen and respond with the right products and services to solve customer problems

Need-satisfaction approach.

Sells directly to consumers and business. People who call you at your home

Outbound telemarketing

The interpersonal part of the promotion mix and can include face to face communication, telephone communication, video or web confrencing

Personal selling

The advertisements which use the AFLAC duck or Tony the Tiger are using the message execution style of

Personality symbols-Salespersons

Important with mature products to help maintain customer relationships and keep customers thinking about the product

Persuasive advertising

All of the following are forms of direct marketing EXCEPT

Point of purchase promotion-Sales promotion

The process of learning as much as possible about a prospect, including needs, who is involved in the buying, and the characteristics and styles of the buyers

Pre-approach

Goods offered either for free or at a low price

Premiums

When the salesperson tells the product story to the buyer, presenting customer benefits and showing how the product solves the customer's problems

Presentation

Offer consumers savings off the regular price of a product

Price packs

Who are your customers?

Prizm social groups

Johnson Business Solutions maintains one sales force for its copy machines and a separate sales force for its computer systems. Johnson Business Solutions utilizes a

Product sales force structure

Putting consumers into certain categories, based on what and how much they buy from the co

Profiling

Identifies qualified potential customers through referrals from customers, suppliers, dealers, internet

Prospecting

Which of the following is the first step in the personal selling process?

Prospecting and Qualifying, you will spend a lot of time on this step

Building a good corporate image, and handling or heading off unfavorable rumors. Used to promote product, people ideas, and activities

Public Relations

Identifying good customers and screening out poor ones by looking at financial ability, growth potential, needs

Qualifying

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

Which consumer promotion tool requires the consumer to send a proof of purchase to the manufacturer?

Rebates

Which of the following would be the most likely result of slashing ad spending for a product?

Reduced long-term market share. slashing=no market share yet

Important with mature products to help maintain customer relationships and keep customers thinking about the product

Reminder advertising

The net return on advertising investment divided by the costs of the advertising investment

Return on advertising investment

Refers to the short-term incentives to encourage purchases of sales of a product or service now

Sales Promotion

_____consists of short-term incentives to encourage the purchase of a product or service

Sales promotion

An effective link between the company and its customers to produce customer value and company profit by representing the company to customers

Salespeople

Which of the following is true about the sales force of a company?

Salespeople represent customers to the company and manage the buyer-seller relationship

Ads in which text based ads and links appear alongside search engine results on sites such as Google are effective in linking consumers to other forms of online promotion

Search-related ads

Involves decisions presenting the message effectively and efficiently to the target customer and must consider impact, cost and effectiveness

Selecting media vehicles

Dealer convincing you that you need to upgrade your car to the 2015

Social criticism

_____calls for meeting the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs

Sustainable marketing

Future=Needs of consumers and businesses

Sustainable marketing concept

Meeting needs of consumers while preserving the ability of future generations to meet their needs

Sustainable marketing.

Consumer-oriented, customer-value, innovative, sense of mission, societal marketing

Sustainbable marketing principle

Geller insurance calls qualified prospects to sell insurance. Which of the following forms of marketing is evident from this example?

Telemarketing-Outbound

Good mass marketing coverage and low cost per exposure. Combines sight, sound and motion and make the advertisement appealing to the seneses

Television-Direct mail is too expensive

Prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objectives, closing, follow up

The personal selling process

Why are historically online shops such as Zappos.com adding catalogs to their marketing methods?

To drive online sales and services-No brick and mortar stores

What is the goal of the personal selling process?

To get new customers and obtain orders from them

Word of mouth marketing and involves the creation of a website, email message or other marketing event that customers pass along

Viral marketing

sales force size refers to grouping accounts into different classes to determine the number of salespeople needed

Workload approach