marketing test 3
________ is the promotion mix tool that consists of short-term incentives to encourage the purchase or sale of a product or service.
Sales promotion
________ are the social factors that influence consumer buyer behavio
Small groups, social networks, family, social roles, and status
__________ refers to buying a packaged solution to a problem from a single seller, thus avoiding all the separate decisions involved in a complex buying situation.
Systems selling
Communicability
is the degree to which the results of using the innovation can be observed or described to others.
physiological factors
motivation perception learning
Buying attitudes and preferences are __________.
part of the buyer's responses
Which of the following tools can be used as both consumer and trade promotions? -Push money, off-list discounts, and allowances -Premiums, displays, and allowances -Coupons, contests, and premiums -Contests, premiums, and push money -Contests, premiums, and displays
-Contests, premiums, and displays
__________ is a sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.
Business promotion
Which of the following are objectives of trade promotions? A. Generating business leads, stimulating purchases, rewarding customers, and motivating salespeople B. Boosting consumer brand involvement C. Getting more sales force support for current or new products and getting salespeople to sign up new accounts D. Urging short-term customer buying E. Getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space
E. Getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space
reference groups
Groups that form a comparison or reference in forming attitudes or behavior
membership groups
Groups with direct influence and to which a person belongs
Variety-seeking behavior would result from which of the following conditions?
Low involvement and significant differences between brands
Which method for setting the total budget for advertising is the most difficult to use?
The objective-and-task method
Nonpersonal communication channel
__________ refers to media that carry messages without personal contact or feedback, including major media, atmospheres, and events.
Personal selling is
a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
Sales promotion is __________.
a short-term incentive to encourage the purchase or sale of a product or service
personal factors
age and life cycle occupation economic status lifestyle personaliy & self concept
Which of the following correctly identifies the personal factors that influence consumer buyer behavior?
age and lifecycle stage, lifestyle, economic situation, occupation, and personality and self-concept
buyer's response is made up of
attitudes & preferences brand engagements &relationships purchase behavior
he more complex the purchase, the more likely it is that several people will participate in the decision-making process. Buying committees composed of technical experts and top management are common in the buying of major goods. These organizational groups are commonly referred to as the ________.
buying center
The integrated marketing communications concept implies that companies should
carefully integrate their communications channels to deliver a clear, consistent, and compelling message about their organizations and brands. This process ties together all of the company's messages and images.
Using a push strategy, a firm directs its promotional efforts towards
channel members.
When consumers engage in ________ buying behavior, they go through a learning process, so it is most important that marketers understand information gathering and evaluation behavior.
complex
cultural factors
culture subculture social class
The cultural factors that influence buyer behavior include _____.
culture, subculture, and social class
Of the five adopter groups, ________ are most widely regarded to be opinion leaders.
early adopters
social factors
family groups & social networks roles & status
A subculture is a
group of people with shared value systems based on common life experiences and situations.
Cognitive dissonance
is buyer discomfort caused by postpurchase conflict
relative advantage
is the degree to which the innovation appears superior to existing products. is the degree to which the innovation fits the values and experiences of potential consumers.
Compatibility
is the degree to which the innovation fits the values and experiences of potential consumers.
Complexity
is the degree to which the innovation is difficult to understand or use.
Divisibility
is the degree to which the innovation may be tried on a limited basis
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, creating a demand vacuum that "pulls" the product through the channel.
A __________ is a relatively permanent and ordered division in a society whose members share similar values, interests, and behaviors
social class
Supplier search is the stage of the business buying process in which __________.
the buyer tries to find the best vendors
The U.S. government normally awards contracts to ________.
the lowest bidder
Perception is best defined as __________.
the process by which people select, organize, and interpret information to form a meaningful picture of the world
Culture is
the set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions.
Manufacturers utilize ________ in order to persuade retailers to carry new items and more inventory, promote the company's products, and give them more shelf space.
trade promotions
A push strategy is best defined as __________.
use sales force and trade promotion to push product through channels
Items such as technical specifications, quantities, delivery times, return policies, and warranties are included in the ________.
order-routine specification