MKT exam 4 HW
True or false: Advertisements in a trade publication are an example of social media.
False
True or false: Less than half of Pinterest users are female.
False
True or false: Research has demonstrated that the majority of customer complaints are reported in a timely manner.
False
Customer satisfaction is closely linked to the customer's level of ______. value money expectation necessity
expectation
Administered prices are set by ______. the market buyers a bidding process firms
firms
What is the first step in the AIDA approach? Action Address Attention Acquire
Attention
Push money, advertising allowances and other promotion aids that only apply to some customers would be considered violations of ______. Robinson-Patman Act F.O.B. Wheeler Lea Act Sherman Act
Robinson-Patman Act
______-marketing concerns how the whole marketing system works. Macro Micro Holistic Consumer
Macro
______-marketing concerns the marketing activities of an individual firm. Consumer Target Macro Micro
Micro
What social media site could be described as a "wish list" building site? Facebook Instagram Pinterest Linkedin
Quantity discounts are designed to allow sellers to do which of the following? (Check all that apply.) Reduce shipping costs Shift storage function to buyers Get more business Increase selling costs
Reduce shipping costs Shift storage function to buyers Get more business
Which two factors determine whether a firm should use personal selling, e-commerce, or a combination of the two? (Check all that apply.) The level of relationship building required The average cost of goods sold The extent to which the information exchanged is standardized The number and types of competitors in the market
The level of relationship building required The extent to which the information exchanged is standardized
Marketing managers should choose a sales promotion based on what two factors? (Check all that apply.) The situation Personal preferences of employees Marketing objectives Whatever is least expensive
The situation Marketing objectives
An allowance is best described as a(n) _____. discount tax tariff rebate
discount
Critics of the macro-marketing system argue that the system is flawed because ______. it doesn't solve important problems it focuses on people that cannot afford the products offered it does better in an oligarchical society
it doesn't solve important problems
The Robinson-Patman Act allows a business to use push money but only when _____. the company agrees to forego all transportation costs a business is selling to a government agency it is available to all customers on a proportionately equal basis it is available to existing customers and not new customers
it is available to all customers on a proportionately equal basis
While a skimming price policy involves first trying to sell when prices are at or near their peak, firms will subsequently aim to sell to ______. a small number of investors competing firms more price-sensitive customers discount chains
more price-sensitive customers
Burger King used coupons to get customers to try its new sandwich. Increasing initial sales of the new menu item was this promotion's ______,. market customer competitor objective
objective
The Internet is a good source for customers to find information about products. Some of this information is gained from marketer-controlled sources and some is not. This vast amount of information gives the customer more ______. competition dissatisfaction power dissonance
power
A memorized presentation that does not change depending on customer needs is called a(n) _____ sales presentation. prepared consultative expository generic
prepared
When P&G's marketing teams test their advertisements in certain locations, they also purchase scanner sales data from nearby retailers. This type of ______ provides an estimate of how the ad is likely to affect sales. media promotion research marketing
research
Salespeople who help others secure orders, but do not try to get orders themselves are known as ______. quality control specialists order supervisors sales managers supporting salespeople
supporting salespeople
When a firm sets a desired profit level, it establishes a(n) _____ return objective.
target
In the marketing strategy planning process, the decisions concerning the marketing mix variables should primarily be driven by the _____. target market competitors fixed-cost analysis positioning
target market
The marketing performance of individual firms, as measured by the effectiveness and value of marketing efforts, is greatly improved when ______. personnel policies are restrictive the marketing strategy planning process is applied customers are willing to pay a premium competitors are not serious about customers
the marketing strategy planning process is applied
When the salesperson begins a presentation with several standardized remarks, then leads the customer through questions designed to determine the correct closing strategy, he or she is using ______. the consultative selling approach a prepared sales presentation telemarketing the selling formula approach
the selling formula approach
If a firm has no information on what customers think or say, it will not be able to create ______. value products segments customers
value
There are no direct ______ costs associated with promoting a company on sites such as Facebook or Twitter. staffing technology media maintenance
media
When firms set a single price for all customers, regardless of how much they buy or under what conditions they make their purchase, the firm is operating under a ______. flexible-price policy non-difference policy one-price policy target price policy
one-price policy
A company that makes mobile phones runs a sponsored message on Facebook. This is an example of ______ media. earned paid owned print
paid
Ethical decisions may require salespersons to balance ______. competitive interests personal interests customer interests company interests
personal interests customer interests company interests
Most of a customer service rep's time is spent helping to remedy ______. problems with a purchase issues with suppliers and vendors low sales volumes internal disputes among employees
problems with a purchase
Discounts designed to compel customers to buy larger quantities of a certain product are known as ______. cumulative discounts quantity prices seasonal discounts quantity discounts
quantity discounts
Discounts designed to compel customers to buy larger quantities of a certain product are known as ______. seasonal discounts quantity prices quantity discounts cumulative discounts
quantity discounts
One difference between traditional and social media advertising is that social media allows advertisers to ______. reach all age groups control how their message spreads reach smaller consumer audiences react to events as they happen
react to events as they happen
On many occasions, companies have depended on sexually-influenced messages as an attention-getter. This generates criticism from some people; however, marketers defend the practice because, in the short-run, marketing ______. turns consumers into puppets never elevates the wrong values creates all social values reflects existing social values
reflects existing social values
The level of customer aspiration ______ with continued success and ______ with failure. rises; falls falls; falls falls; rises rises; rises
rises; falls
Between 1946 and 2017, annual advertising in the United States ______. rose from about $3 billion to more than $200 billion decreased from $200 billion to $10 billion remained steady at about $100 million dropped to about $10 million, then climbed to $120 million, and finally plummeted to $3 million
rose from about $3 billion to more than $200 billion
Kyle told his marketing team that the company's website needed to be updated because the bounce rate was more than 65%. What is Kyle concerned with? 65% of visitors to the company's website buy the product from a brick-and-mortar store. 65% of visitors to the company's website don't trust the company. 65% of visitors to the company's website only visit a single page. 65% of visitors to the company's website are spending less than $10.
65% of visitors to the company's website only visit a single page.
What is an example of many-to-many communication? A television advertisement aired during a sporting event An advertisement in a popular business magazine A radio interview with the inventor of a new product A Facebook page created by a company for a specific product
A Facebook page created by a company for a specific product
Which of the following is a source of ethical conflict regarding personal selling? Profit margins exceeding 30 percent A marketing mix that only partially addresses customer needs Returning to valued customers Sales territories of varying sizes and sales potential
A marketing mix that only partially addresses customer needs
Target return objectives are often expressed as which two of the following? (Check all that apply.) A percentage of sales A percentage of profit A percentage of capital investment A period of time
A percentage of sales A percentage of capital investment
What is an opinion leader? The first person to adopt a new form of technology A person whose opinion is respected by consumers A person who is paid to write reviews of products The person who decides to continue using a product
A person whose opinion is respected by consumers
______ receives a lot of criticism pertaining to how it glorifies the wrong values. Personal selling Advertising Accounting Pricing
Advertising
Using data from interviews with customers, researchers at the University of Michigan created the ______, a measure of overall consumer satisfaction. Consumer Satisfaction Score Customer Benefit Index Industrial Satisfaction Score American Customer Satisfaction Index
American Customer Satisfaction Index
What is an example of one-to-many communication? A company Twitter account An advertisement in the New York Times A brand's Facebook page A chat room sponsored by a drug company
An advertisement in the New York Times
What term is used to describe the percentage of visitors who only visit a single page in a website? Bounce rate Cottage industry Click-and-mortar Click-through rate
Bounce rate
Carrie likes to shop at her local discount retailer because it has a policy of always having the lowest list price on an item instead of relying on putting items on sale at various times. What kind of pricing policy does this store use? One-to-one pricing Everyday low pricing Seasonal discounts Functional discounts
Everyday low pricing
True or false: One reason for the increased use of sales promotion by many consumer product companies is that there are fewer products competing for store shelf space. True False
False
True or false: The average time American's view a print newspaper has increased in the past three years.
False
True or false: When planning sales promotion that targets other businesses, a company should not use the same type of promotions that have worked with other customers. True False
False
San Andreas sells active wear clothing in the United States. The company is being investigated for deceptive advertising. The investigation would be conducted by the ______. Better Business Bureau (BBB) U.S. Senate Federal Trade Commission (FTC) Food and Drug Administration (FDA)
Federal Trade Commission (FTC)
What two policies do marketing managers typically choose between when deciding how to price their goods? (Check all that apply.) Status quo policy Flexible-price policy Zero-price policy One-price policy
Flexible-price policy One-price policy
When using the marketing strategy planning process, what part of the process should be implemented last? Analyze competition Marketing mix Differentiation and positioning Determine company strengths
Marketing mix
Using Exhibit 17-4, which of the following pricing objectives are profit oriented? (Check all that apply.) Maximize profits Growth in market share Target return Meeting competition Dollar or unit sales growth
Maximize profits Target return
The tuition that Jane pays to attend her local community college is an example of which part of the marketing mix? Price Promotion Place Product
Price
Lilly doesn't want to pay her sales team unless they make a sale. Which compensation plan should Lilly use? Straight commission Annual salary
Straight commission
What is improved significantly when marketing managers really take marketing efforts seriously? The cost of the marketing campaign The value of the marketing campaign The effectiveness of the marketing campaign The needs of customers
The value of the marketing campaign The effectiveness of the marketing campaign
True or false: In order to decide how much time to spend with different customers, a sales person weighs the potential sales volume and the potential for a sale for each customer. True False
True
A company wants to send a short promotional message to its customers. It is most likely to use ______. Twitter Pinterest LinkedIn Instagram
User messages tend to be less personal and more frequent on _____. e-mail blogs Twitter Facebook
When marketing managers just briefly refresh long-existing marketing plans, they run the risk of doing all the following except ______. losing sight of why strategy decisions were made in the first place routinely checking and updating the marketing mix based on market analysis and logic becoming complacent and assuming that success will continue forever missing changes taking place that should result in the plan being reconsidered
routinely checking and updating the marketing mix based on market analysis and logic
Prices that are consciously set and not based on daily market forces are known as ______. administered prices supply channel prices cooperative prices competitive prices
administered prices
When stores offer a temporary discount from a product's list price, they sell it at a ______. manufacturer's price rebate price basic price sale price
sale price
Every marketing manager must understand that the goal is not only to satisfy consumer wants today but also in the future, because consumer needs and wants ______. remain constant change constantly
change constantly
To attract, retain, and motivate effective salespeople, a firm needs an effective ______ plan. compensation production logistics marketing
compensation
One way to gain ______ is for marketing managers to seek out innovative new markets for their products. customer imbalance supplier efficiency price instability competitive advantage
competitive advantage
Wendy sells customized software to accountants and bookkeepers. In a series of sales calls, Wendy tries to get a good understanding of the customer's needs. She carefully considers the different software products she has available and customizes an offer for each customer. Wendy appears to be using a _____. prepared sales presentation consultative selling approach collaborative sales formula selling formula approach
consultative selling approach
Well-designed advertising and sales promotion can efficiently ______. (Check all that apply.) convince customers to purchase a product motivate channel members make goods available in the right quantities tell customers about a service
convince customers to purchase a product motivate channel members tell customers about a service
Discounts that apply to purchases over a certain period of time are known as ______. stocking discounts noncumulative quantity discounts basic list prices cumulative quantity discounts
cumulative quantity discounts
Search engine optimization is used to ______. stop unwanted spam design a website to rank high in search engine results pay for ads that appear in search engine results develop a search engine that avoids advertisements.
design a website to rank high in search engine results
A firm should only base its compensation plan on incentives when there is a strong correlation between ______. production costs and sales revenues employee effort and results sales volume and the size of a sales territory the firm's compensation plan and competitors' plans
employee effort and results
Order getters are responsible for ______. informing customers about new goods and promoting them to all channel members finding new business opportunities establishing relationships with new customers completing sales transactions
finding new business opportunities establishing relationships with new customers
Critics of the macro-marketing system claim that it causes an ______ use of resources. ideal inefficient efficient
inefficient
Firms that sell their products at a high price before lowering them for more price-sensitive customers are engaging in a ____ price policy.
skimming
In-the-moment reactions get some _____ media posts more attention.
social
The three types of publicity include ____. paid social media owned earned personal selling
social media owned earned
After meeting with a small business owner, point of sale technology salesman Ernesto decides that his customer would be better served by a less-complex terminal offered by a competing firm, and provides the customer with a referral. This is an example of ______. a prepared sales presentation poor salesmanship the consultative selling approach cold calling
the consultative selling approach
When purchasing items on sale, customers buy when the seller wants to sell instead of when ______. the customer wants to buy they have sufficient funds the buyer has extra stock the buyer offers a rebate
the customer wants to buy
Legislative acts that put a lower limit on prices are known as ______. price maintenance laws dumping practices trade support laws unfair trade practices
unfair trade practices
Paid media are messages that ______. consumers pay to access are generated from a public relations event consumers are paid to watch a brand pays to have communicated
a brand pays to have communicated
Regular salesperson performance reviews help managers to ensure that ______. a salesperson is performing all of the tasks described in his or her job description areas needing attention by salespeople or management are identified compensation plans are aligned with employees' effort and results the rate of sales will be kept within manageable limits
a salesperson is performing all of the tasks described in his or her job description areas needing attention by salespeople or management are identified compensation plans are aligned with employees' effort and results
Some experts believe that the effect of most sales promotion is _____. long-term temporary
temporary
Copy _____ is the core message of an advertisement, conveyed through text and illustrations.
thrust
Unfair trade practice acts most often apply at the ______ and retail levels. consumer wholesale
wholesale
In the United States, what political entity has jurisdiction to regulate unfair or deceptive business practices, including deceptive advertising? Food and Drug Administration (FDA) U.S. Senate Better Business Bureau (BBB) Federal Trade Commission (FTC)
Federal Trade Commission (FTC)
Based on Exhibit 17-4, which of the following pricing objectives are sales oriented? (Check all that apply.) Nonprice competition Growth in market share Dollar or unit sales growth Meeting competition
Growth in market share Dollar or unit sales growth
Which social media site focuses on free online photo and video sharing? Facebook Twitter LinkedIn Instagram
True or false: An opinion leader is typically trusted by consumers. True False
True
When marketing managers use sales too frequently, it can be an indication that he or she has failed to create ______. a small enough market share a sustainable competitive advantage a good system of trade discounts sufficient inventory
a sustainable competitive advantage
Sales managers should regularly ______. research possible transportation options evaluate the performance of salespersons review the production facilities create a competitive analysis
evaluate the performance of salespersons
Setting a minimal list price rather than relying on sales is called ______. everyday low pricing competition low pricing discount pricing allowance pricing
everyday low pricing
Most nations limit the type of advertisements that companies may run, and there are rules regarding fairness and propriety. These matters are decided by the ______. citizens government market competition
government
Unlike cumulative quantity discounts, noncumulative quantity discounts only apply to ______ orders. repeat group individual seasonal
individual
In a market-directed economy, innovators create monopolistic market conditions. This leads to rising profits and encourages ______. price matching innovation by competitors financing by competitors supplier efficiencies
innovation by competitors
Companies can use software to ______ and manage social media. amplify disable create monitor
monitor
Shell gas stations show video ads on screens built into the gas pumps while customers fill up their cars. The goal is to get the customers to go inside the stores and make additional purchases. The fuel pump ads are a form of ______ media. rational social specialized competitive
specialized
Lucas Laundry placed advertising on a park bench, on the sidewalk in front of the business, and on top of taxi cabs—all places where its target customers might notice the advertising. These are examples of ______. specialized media comparative advertisements cottage industries "must buy" services
specialized media
When a firm sets a price level by accounting for a marketing mix that promises to give the target market superior customer value, they are said to use ______ pricing. freight-absorption uniform-delivered value discount
value
True or false: Personal selling and customer service are important in both domestic and international markets. True False
True
A company that makes mobile phones runs a sponsored message on Facebook. This is an example of ______ media. print owned earned paid
paid
Customer service reps usually ______. work to remedy something that went wrong with a customer purchase spend most of their time designing new products for customers work with management on strategy formulation establish relationships with prospective customers
work to remedy something that went wrong with a customer purchase
Price structures are most often built around which one of the following? An analysis of demographics A base price schedule A two-year calendar Projected cost of goods sold
A base price schedule
Which of the following statements about customers is true? Popular and successful firms can persuade people to buy anything the company decides to make. Companies can easily persuade consumers to purchase their products by posting positive reviews online. Catchy and attractive advertising on television is the best way to convince consumers that a product is worth buying. Companies cannot assume they can convince customers to purchase whatever they make.
Companies cannot assume they can convince customers to purchase whatever they make.
Which of the following are most likely to be included in the situation analysis portion of a marketing plan? (Select all that apply.) Description of the 4Ps Company resources Major constraints Characteristics of the target market Marketing collaborators
Company resources Major constraints Marketing collaborators
Which of the following activities are performed by order takers? (Check all that apply.) Searching for new sales opportunities Completing sales transactions Maintaining customer relationships Establishing new customer relationships Selling to established customers
Completing sales transactions Maintaining customer relationships Selling to established customers
______ advertising refers to ads that a company must run after being found guilty of deceptive advertising. Institutional Corrective Reminder Pioneering
Corrective
Which of the following are negative results of an overemphasis on sales promotion? (Check all that apply.) Increased brand awareness and buying power Customers who always buy whatever brand is on sale Lower profits for the products on sale Increased selling costs
Customers who always buy whatever brand is on sale Lower profits for the products on sale Increased selling costs
In the United States, the macro-marketing system receives criticism because it does not help solve which of the following problems? (Check all that apply.) Economic growth Discrimination Homelessness Uneducated populace Elderly poor Job creation
Discrimination Homelessness Uneducated populace Elderly poor
When a product or division fails to meet the target rate of return, companies will often do which of the following? (Check all that apply.) Eliminate the division Drop the product Increase production of the product Sell the division to a competitor Offer the product on a global scale
Eliminate the division Drop the product Sell the division to a competitor
Referring to Exhibit 19-4, which of the following are sections of a complete marketing plan? (Check all that apply.) Implementation and control Specific plan objectives Situation analysis Differentiation and positioning Management of personnel constraints
Implementation and control Specific plan objectives Situation analysis Differentiation and positioning
Which of the following are reasons for marketing inefficiencies? (Check all that apply.) Improper blending of the four Ps Lack of understanding of the sometimes fickle customer Value for targeted customers Focused offerings for specific customers
Improper blending of the four Ps Lack of understanding of the sometimes fickle customer
Which of the following are responsibilities of the marketing manager? (Check all that apply.) Integrating the ideas of specialists Coercing customer decisions Reducing department opinions Blending the four Ps
Integrating the ideas of specialists Blending the four Ps
A company wants to share a white paper with potential clients and others in their industry. The company is most likely to post the white paper on ______. LinkedIn Instagram Pinterest Twitter
Apple wards off competitors by offering new versions of its products before the older versions become obsolete. Apple believes which of the following statements? (Check all that apply.) Companies should follow the policy of "if it ain't broke, don't fix it." Marketing managers should take the lead in finding innovative new products. Marketers should look for ways to improve a strategy even before there's reason to believe that something needs to be fixed. If customers move on and profits disappear, it may be too late.
Marketing managers should take the lead in finding innovative new products. Marketers should look for ways to improve a strategy even before there's reason to believe that something needs to be fixed. If customers move on and profits disappear, it may be too late.
Which of the following are acceptable advertising objectives? Make decisions for potential customers. Persuade customers to take some specific action that could lead to a purchase. Disgrace the competition at any cost. Make more people aware of the product. Introduce new products to specific target markets.
Persuade customers to take some specific action that could lead to a purchase. Make more people aware of the product. Introduce new products to specific target markets.
In the personal selling process, which step comes after a salesperson has selected a target customer? Making the sales presentation Closing the sale Preplanning Following up
Preplanning
Which types of companies are more likely to use Instagram as a marketing tool? (Check all that apply.) Industrial tech Restaurants Fashion Oil refineries
Restaurants Fashion
Which of the following statements about the Internet and consumer power are true? (Check all that apply.) The Internet has empowered customers to make better choices about products and services. Everything on the Internet about consumer products and services is true. There are some fake, and thus misleading, reviews and information on the Internet. Consumers should go to just one or two review sites to get the most accurate and honest information.
The Internet has empowered customers to make better choices about products and services. There are some fake, and thus misleading, reviews and information on the Internet.
Which sentence best states the relationship between having a newsworthy product and public relations efforts? The more newsworthy a product, the less the need for public relations efforts on its behalf. Together a newsworthy product and a strong public relations campaign increase the chances of press coverage. Public relations efforts should increase proportionately with the newsworthiness of a product.
Together a newsworthy product and a strong public relations campaign increase the chances of press coverage.
True or false: In order to avoid price wars, firms sometimes adjust their prices only when firms that offer similar products or services do the same. True False
True
True or false: One example of paid media is an advertisement for Nike shoes in a tennis magazine. True False
True
The term "social media" refers to websites or software applications that ______. allow users to share and interact within a network allow users to sell or trade directly with each other collect information about users for marketing purposes stream live media on multiple mobile devices
allow users to share and interact within a network
Discounts that are offered to business customers, final consumers, or channel members in exchange for doing something or accepting less of something are known as ______. rebates sales allowances promotions
allowances
Facebook's size and ______ make it desirable for organizations to have a presence on the site. appeal across demographics appeal to competitors binding user agreement censorship policy
appeal across demographics
The prices that customers are typically charged for products are known as _____ list prices. discount minimum basic customer
basic
Critics claim that the macro-marketing system ______. (Check all that apply.) causes an unfair distribution of income facilitates market inefficiencies leads to a poor use of resources focuses on individual customer satisfaction
causes an unfair distribution of income leads to a poor use of resources
The basic message conveyed by text and illustrations in an advertisement is called ______. copy thrust word manipulation image proofing the central meme
copy thrust
If a company runs deceptive advertising, it can be fined and required to run ______. competitor advertising government advertising corrective advertising mitigating advertisements
corrective advertising
Marketing managers can develop loyalty with customers by offering _______ quantity discounts, which foster repeat buying. cumulative credit partial seasonal
cumulative
Marketing managers can develop loyalty with customers by offering _______ quantity discounts, which foster repeat buying. cumulative seasonal credit partial
cumulative
Marketers who determine value pricing focus on how the whole marketing mix meets ______. transportation companies' overhead legal requirements producers needs customers' requirements
customers' requirements
The American consumer continues to increase their time spent on ______ media. television radio digital print
digital
In a commission-based compensation arrangement the size of incentives should be linked to ______. level of experience customer expectations expectations effort and results
effort and results
Consumer needs and wants ______. evolve are constant are set
evolve
Twitter is considered a microblogging service because ______. it can be accessed only from mobile devices there are fewer than 1 million regular users networks are limited to 100 followers it limits users to relatively short messages
it limits users to relatively short messages
Before running an advertisement, many companies are evaluating its likelihood of success by subjecting it to ______. employee input financial analysis laboratory or market tests
laboratory or market tests
A company that wants to respond to individual customers' behavior should consider using ______. marketing automation software integrated web and television campaigns downloadable e-books and white papers well-placed Google advertisements
marketing automation software
It is most important for marketing managers to choose an advertising medium that ______. the company has not tried previously, since this will reach new customers the company has used for most of its other products matches the product's entire marketing strategy costs the least
matches the product's entire marketing strategy
Companies are likely to spend more on sales promotion when competing in _____ markets. mature new
mature
When companies are overly focused on production and are inefficient, ______-marketing frequently costs too much. target macro micro direct
micro
Firms that operate in a market-directed economy attempt to develop ______ markets for themselves and their new products. oligopolistic pure monopolistic environmentally sustainable
monopolistic
Discounts that encourage larger orders without requiring future purchases are known as ______. cumulative pricing discounts noncumulative quantity discounts cumulative quantity discounts stocking discounts
noncumulative quantity discounts
Footlocker offered a discount on its website for customers who visited one of its stores. This promotion was aimed at a specific ______, to increase store traffic. discount competitor objective product
objective
Salespeople who work to generate new business opportunities and build relationships with customers are known as ______. relationship managers supporting salespeople order getters order takers
order getters
A company that makes cereal creates a Facebook page to advertise its newest product. This is an example of ______ media. owned paid print earned
owned
The Ross Consulting Group advises hospitals on ways to save money. Each situation is unique and involves a high degree of problem solving, coordination, and cooperation. There is almost no standard information sharing. The relationship between Ross Consulting Group and its customers needs _____. personal selling digital self-service mass selling customized e-commerce
personal selling
The amount of money it costs to obtain some good, service, or other valuable thing is known as the ______. capital price quote profit
price
Marketing managers should determine objectives that will lead to a ______. capital expenditure program deficit high price profit
profit
Managers who pursue sales growth rather than focusing on maximizing profits believe sales lead to ______. profits logistics promotions consistency
profits
The use of advertising and sales promotion by a company plays a central role in the ____ blend of the marketing mix because it helps the company reach many customers at the same time. promotion price product place
promotion
The use of advertising and sales promotion by a company plays a central role in the ____ blend of the marketing mix because it helps the company reach many customers at the same time. promotion product price place
promotion
When a company engages in any unpaid form of nonpersonal presentation of ideas, goods, or services, it is called ___. personal selling advertising publicity advocacy
publicity
When a company engages in any unpaid form of nonpersonal presentation of ideas, goods, or services, it is called ___. personal selling publicity advocacy advertising
publicity
Dell Computer has an exhibit at the Consumer Electronics Show in Las Vegas, which is attended by thousands of people. Afterward, some of those people become ______ as the company's employees try to convince them to buy Dell products. nuisances suppliers competition sales leads
sales leads
Dell Computer has an exhibit at the Consumer Electronics Show in Las Vegas, which is attended by thousands of people. Afterward, some of those people become ______ as the company's employees try to convince them to buy Dell products. sales leads competition nuisances suppliers
sales leads
Contests, coupons, free calendars, frequent customer discounts, trade shows, aisle displays, and banners are all examples of a marketing strategy called ______. sales promotion competitive creativity direct advertising public relations
sales promotion
When a firm's managers set a(n) ______ objective, they describe their goals in terms of sales or market share rather than in terms of profit. sales-oriented share-oriented cash-oriented customer-oriented
sales-oriented
Quality of life can be measured in terms of ______. satisfying higher-level needs only satisfying lower-level needs quantities of material goods
satisfying higher-level needs quantities of material goods
Hootsuite is an example of a software program that helps companies ______. track competitors' social media presence send e-mail invoices to current customers schedule social media posts create online marketing campaigns
schedule social media posts
When current market share is satisfactory and managers are satisfied with their profits, they often set ______. status quo objectives stability objectives competitive objectives safety objectives
status quo objectives
A marketing plan defines the ______ and the time-related details. time period transportation schedule manufacturing process mission statement
time period
Companies use marketing automation software to ______. track and respond to consumer behavior generate white papers about their industry price goods and services competitively develop targeted marketing campaigns
track and respond to consumer behavior
Sales promotion aimed at intermediaries, often emphasizing price reduction, is called _____ promotion. private trade supplier channel
trade
Kellen works for a sportswear supplier and for the past month she has been focusing on Nike products when talking to customers because Nike is running a sales contest and she can earn an additional $2,000 if she meets her goal. This is an example of _____. trade promotion corrective advertising addressable TV programmatic delivery
trade promotion
The most important aspect of customer-to-customer communication is ______. trust peer pressure spending power humor
trust
When Marcus asked his friend Thomas if he could recommend a plumber, Thomas said, "Yes, I use Sink-is-Clear. They are always prompt, very neat, and their rates are reasonable." In this instance, Thomas is recommending the plumber based on _____. complacency power trust assimilation
trust
In order to select good salespeople, a company should ______. hire people with e-commerce backgrounds use a systematic approach based on different inputs hire friends or family that they know well only look for people that have a friendly personality
use a systematic approach based on different inputs
Sales prices should be use carefully and should reflect ______. then general economy only seasonal discounts push money well-thought-out pricing objectives
well-thought-out pricing objectives
What is one way that companies build trust? Helping customers solve problems Offering frequent discounts Using actors as spokespeople Charging for product information
Helping customers solve problems
Which of the following activities are performed by supporting salespeople? (Check all that apply.) Helping order getters and order takers Engaging in "solutions selling" Enhancing relationships with existing customers Establishing relationships with new customers
Helping order getters and order takers Enhancing relationships with existing customers
Which two factors should be considered when deciding how much time to spend on potential customers? (Check all that apply.) Sales quota Likelihood of a sale Type of compensation Potential sales volume
Likelihood of a sale Potential sales volume
Advertising is most successful when it is done with which of the following types of media? (Check all that apply.) Media that are what the leading competitor is using. Media that display the ads frequently. Media that reach the desired audience. Media that fit with the rest of the marketing strategy.
Media that display the ads frequently. Media that reach the desired audience. Media that fit with the rest of the marketing strategy.
True or false: One of the challenges of hiring the correct number and type of salespeople is that every sales job is different. True False
True
True or false: Positive attention in the press is often the result of a good public relations effort. True False
True
When Trevor walked into the warehouse club, an employee handed him a coupon for $3 off of Tide laundry detergent. This coupon is an example of _____. sales promotion media placement publicity click-through
sales promotion
AIDA stands for ______. Activity, invocation, decision, advertising Attention, interest, desire, action Attention, involvement, decision, action Allowance, interest, determination, activity
Attention, interest, desire, action
Which of the following are methods a company should employ to compensate the sales force? (Check all that apply.) Competitive salary and commissions A cash-only salary to avoid taxes Personal and public recognition for accomplishments Sales contests among salespeople
Competitive salary and commissions Personal and public recognition for accomplishments Sales contests among salespeople
Why do companies care about customer-to-customer communication? (Check all that apply.) Customers can easily be influenced by well-known product spokespeople. Customers who provide reviews can eliminate the need for a marketing department. Customers take recommendations from friends more seriously than recommendations from advertising. Customers are more loyal if they are originally referred by friends or family members.
Customers take recommendations from friends more seriously than recommendations from advertising. Customers are more loyal if they are originally referred by friends or family members.
Which of the following are good examples of objectives that a marketing manager might set for advertising? Pressure customers to make a decision. Emphasize that the product is more innovative than its rivals. Persuade potential customers to try a sample of the product. Promote the company website as a way for customers to learn more about the product. Describe the product in great detail in every advertisement.
Emphasize that the product is more innovative than its rivals. Persuade potential customers to try a sample of the product. Promote the company website as a way for customers to learn more about the product.
______ and situation influence sales promotion efforts. Shareholders Production Staffing Objectives
Objectives
Which of the following are reasons why a sales promotion often ends up a financial failure for the company? (Check all that apply.) There are so many sales promotion options, most companies cannot become skilled at all of them. Sometimes a promotion gets out of control and then customers are likely to become angry instead of appreciating the company. Customers tend to believe that sales promotions are silly gimmicks staged by amateurs, and this damages the company's reputation. The typical promotion must be customized for the company, but after one event, it will not be used again.
There are so many sales promotion options, most companies cannot become skilled at all of them. Sometimes a promotion gets out of control and then customers are likely to become angry instead of appreciating the company. The typical promotion must be customized for the company, but after one event, it will not be used again.
Buford Technologies distributes computer chips in many different countries. In the United States, the company's slogan is, "We're the best!" In some other countries, Buford is not allowed to use this slogan, because there is no proof that they are the best. This is the case because each country's government decides what types of ads are ______. fair and appropriate discriminatory too competitive conspiratorial
fair and appropriate
Salespeople who sell to the regular or established customers, complete most sales transactions, and maintain relationships with customers are called ______. order getters order takers
order takers
When hiring salespeople, the best practices for progressive companies include _____. (Check all that apply.) scheduling candidates for multiple interviews avoiding a systematic approach with a lot of structure hiring friends and relatives keeping an updated list of potential job candidates conducting thorough background checks
scheduling candidates for multiple interviews keeping an updated list of potential job candidates conducting thorough background checks
Marketing managers often use ______ to ensure that their websites appear near the top of online search results. search-enabled blog posts multiple IP addresses targeted online advertising search engine optimization
search engine optimization
Oprah Winfrey is regarded as the most influential woman on U.S. television. KFC used Oprah in a KFC grilled chicken promotion. KFC canceled the free coupons after Oprah's chat show promotion caused long lines around the country. This illustrates the fact that sales promotion ______. sometimes causes unexpected problems for the company is so expensive that most companies should not attempt it should not feature well-known celebrities is not an effective way to generate national publicity for a brand
sometimes causes unexpected problems for the company
For a company, the greatest cost to the associated with social media is ______. purchasing promotional items website membership fees payments to website owners staff salaries or agency fees
staff salaries or agency fees
Paula's Projection Screens Inc. is trying to sell its product to a chain of movie theaters. This requires the sales rep, an engineer, and a quality control manager to attend meetings with the movie theater staff to provide answers to their questions. This is an example of _____. mass selling retail selling team selling personal selling
team selling
When several employees work together on the same account and each handles a different sales task, they are said to be ______. team selling order getting supporting order taking
team selling
Prepared sales presentations are useful when ______. the salesperson is extremely skilled the salesperson will not do most of the talking there is not a lot of time for the presentation the salesperson has to focus on the unique needs of individual customers
there is not a lot of time for the presentation
Firms can find it difficult to determine the correct number and kinds of salespeople because ______. (Check all that apply.) too many salespeople wastes company money delays in shipping cause products to be delivered late too few salespeople can lead to important selling tasks being overlooked changes in strategy may require a firm to restructure its sales force
too many salespeople wastes company money too few salespeople can lead to important selling tasks being overlooked changes in strategy may require a firm to restructure its sales force
From one country to another, the techniques used for personal selling and customer service ______. vary are the same vary for personal selling, yet are surprisingly similar for customer service vary for customer service, yet are surprisingly similar for personal selling
vary
