MKTG 409 Final

Sell-Net is a small local company that provides assistance to people who are trying to sell their belongings online. To create and implement its advertising campaign, it is most likely that Sell-Net will use _______.

1 or 2 employees

What are the 8 steps (in order) for developing and implementing an advertising campaign?

1) Identify and Analyze target audience 2) Define Advertising Objectives 3) Creating Advertising Platform 4) Determine advertising appropriation 5) Develop Media Plan 6) Create Advertising Message 7) Execute campaign 8) Evaluating advertising effectiveness

Ch 16 Criticisms of Promotion (as cited in Text)

1) Promotion fosters materialism 2) Promotion increases prices 3) Promotion creates needs 4) Promotion is deceptive

Ch 18 Sales Force Objectives for the entire force are normally stated in terms of all of the following:

1) Unit Sales Volume 2) Profit 3) Market Share 4) dollar sales volume

Steps to writing Body Copy

1) identify a desire or problem 2) recommend the product as the best way to satisfy that desire or problem 3) state product benefits and identify why the product's is best for the buyer specific situation 4) Substantiate Advertising Claims 5) Ask the buyer to take action

7 steps in the personal selling process

1. Prospecting ( developing a database of potential customers) 2. Preapproach 3. Approach ( the manner in which a salesperson contacts a potential customer) (Coldcalling technique decreasing) 4. Making the presentation 5. Overcoming objections 6. Closing the sale ( The stage in the personal selling process when the salesperson asks the prospect to buy a product) 7. Following up (determine whether order was delivered on time and installed properly)

In certain boxes of cereal, Kellogg's offers a code that customers can redeem for a free children's eBook. This is an example of _______.

A Premium -an item offered free or at minimal cost as a bonus for purchasing a product

Ch 2: What is a Strategic Business Unit (SBU)

A division, product line, or other profit center within the parent company For Example, Pepsi Co has SBU's for Friot Lay, Quaker, and North American Beverages as well as global divines for its products * Each SBU sells a distinct set of products to an identifiable group of customers and each competes within a well defined set of competitors *

Ch 2: Market Growth/Market Share Matrix (Product Market Growth, Relative Market Share) 1) What is (High,High) aka Top left corner 2) What is (high, Low) aka Top right corner 3) What is (Low, High) aka Bottom left corner 4) What is (Low, Low) aka bottom right corner

A helpful business tool based on the philosophy that a markets growth rate and market share are important considerations its determining its marketing strategy 1) Top Left (High,High) = STAR --> products with a dominant share of the market and good prospects for growth. However, they use more cash than they generate to finance growth, add capacity, and increase market share (example: Amazon fire tablet computers) 2) Top Right (High, Low) = QUESTION MARK --> sometimes called "problem children" have a small share of a growing market and generally require a large amount of cash to build market share (Example: The google home voice-activated speaker is a question mark relative to Amazons Echo with Alexa 3) Bottom Left ( Low, High ) = CASH COW --> dominant share of the market, but low prospects for growth. They typically generate more cash than is required to maintain market share (Example: bounty paper towels is a cash cow for Procter and Gamble since it sells well) 4) Bottom Right ( Low, Low ) = DOG --> have a subordinated share of the market and low prospect for growth. Often found in established markets ( Example: MP3 player is a dog to companies like apple)

Define Merchandise allowance

A manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display

Define a Cost Comparison Indicator

A means of campaign the cost of advertising vehicles in a specific medium in relation to the number of people reached

Define Consumer Jury

A panel of a product's existing or potential buyers who "pretest" ads

Define a Media Plan

A plan that specifies the media vehicles to be used and the schedule for running advertisements

Define Unaided recall test

A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues

Define Recognition Test

A posttest in which respondents are showed the actual ad and are asked if they recognize it -if they do recognize it continues to ask how much they recognize and what aspects they recognize

Define Aided Recall Test

A posttest that asks respondents to identify recent ads and provides clues to jog their memories -" im loving it" jogs your memory of a mcdonalds ad

Ch 2: Define a corporate strategy

A strategy that determines the means for utilizing resources in various functional areas to reach the organization's goals It outlines the scope of the business and such considerations as Resource deployment, competitive advantages, and overall coordination of functional areas

Define Decentralized Organizations

A structure in which decision making authority is delegated as far down the chain of command as possible. -better type of structure if the firm needs to respond quickly to fluctuations in customer demand

Define Centralized Organizations

A structure in which top level managers delegate little authority to lower levels -may prove inefficient in firms that must respond quickly to fluctuations in customer demand

When the salesperson asks the customer several questions that assume they are buying the product, this is known as _______. a.a trial close b.taking the order c.getting the order d.overcoming objections

A) A trial close

Leo is working on finalizing the promotion plan for his company's line of air fresheners. They plan on using a nonpersonal communication method that will use a mass medium for transmission to the target audience. Leo's company is using _______ as its promotion method. a.advertising b.sales promotion c.social media d.public relations

A) Advertising -a paid non personal communication transmitted to a target audience through mass media.

Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the _______. a.advertising platform b.advertising appropriation c.advertising objective d.objective-and-task approach

A) Advertising Platform

Ch 18 Which personal selling process step may involve calling on customers without prior consent? a. Approach b. Overcoming objections c. Making the presentation d. Prospecting e. Preapproach

A) Approach

Ch 2 Which of the following is the last step of establishing a marketing implementation timetable? a. Assigning responsibility for completing each activity to one or more employees, teams, or managers b. Identifying the activities to be performed c. Determining the time required to complete each activity d. Organizing activities in the proper order e. Separating the activities to be performed in sequence from those to be performed simultaneously

A) Assigning responsibility for completing each activity to one or more employees, teams or managers

Ch 2 Which of the following is NOT a component of the marketing plan? a. Business analysis b. Executive summary c. SWOT analysis d. Marketing strategies e. Marketing implementation

A) Business Analysis

Xavier is a purchasing agent for the Kroger grocery chain. He is currently negotiating with Kellogg's to receive a temporary price reduction based on the volume of cereal he is purchasing. This is an example of a _______. a.buying allowance b.buy-back allowance c.scan-back allowance d.merchandise allowance

A) Buying allowance

The highest-level strategy used by organizations is _______. a.corporate strategy b.business-unit strategy c.organizational strategy d.marketing strategy

A) Corporate Strategy

Fraudulent usage, inability to attract potentially brand-loyal customers, and use by current customers but not new customers are believed to be disadvantages of which of the following? a.Coupons b.Sweepstakes c.Money refunds d.Frequent-user incentives

A) Coupons drawbacks: -fraud -consumers learned not to buy without incentives (whether that be a coupon, rebate or a refund)

In the _______, concepts and ideas are converted into signs and symbols by the source a.encoding process b.marketing process c.message creation process d.advertising process

A) Encoding process

A car dealership airs a television ad in which it tells customers to visit its website to sign up for special offers. This ad has the primary objective of _______. a.identifying prospects b.encouraging product trial c.stimulating demand d.reducing sales fluctuations

A) Identifying prospects the dealership is identifying customers who are likely potential buyers by asking for heir personal info in exchange for further info about the cars

Ch 16 If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _______. a. lower prices b. materialism c. greater need d. deceptive advertising e. higher prices

A) Lower Prices

Ch 2 A _______ states what is to be accomplished through marketing activities. a. marketing objective b. mission statement c. performance standard d. marketing strategy e. market opportunity

A) Marketing Objective

Before she calls potential clients for the accounting firm she works for, Joy is identifying key decision makers at each company, contacting other clients for information about them, and identifying needs of each company. This process is called _______. a.preapproach b.making the presentation c.prospecting d.approach

A) Preapproach

Ch 17 Whenever ACME Corp. introduces a new product, it sends out a single page with typewritten copy containing fewer than 300 words and describing a company event or product called a(n) _______ and a photograph with a brief description explaining its contents, called a(n) _______. a. press release; captioned photograph b. event sponsorship; captioned photograph c. press release; TV commercial d. feature article; captioned photograph e. press release; event sponsorship

A) Press Release; Captioned Photograph

Ch 16 Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements? a. Product placement b. Advertising c. Personal selling d. Sales promotion e. Public relations

A) Product Placement

Ch 17 Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders? a. Public relations b. Personal selling c. Advertising d. Advertising campaign e. Sales promotion

A) Public Relations

Ch 18 Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort? a. Push money b. Free merchandise c. Buy-back allowance d. Dealer loader e. Merchandise allowance

A) Push Money

Ch 17 ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual advertisement and asking whether they recognize it. ACME is probably using which method to evaluate its campaign? a. Recognition test b. Aided recall test c. Consumer jury d. Unaided recall test e. Pretest

A) Recognition Test

What is the primary motivation when a retailer such as Home Depot offers a discount on lawn mowers in September and October? a.Reduce sales fluctuations b.Identify prospects c.Encourage product trial d.Retain loyal customers

A) Reduce Sales Fluctuations

When launching a new flavor of ice cream, the ice cream manufacturer may create a(n) _______ where it gives a trophy and cash prize to the salesperson who sells the greatest volume of the new flavor to wholesalers in the first month after introduction. a.sales contest b.compensation plan c.organizational climate d.sales territory

A) Sales contest

Gordon is driving on the highway and sees a billboard for a local auto dealership. On the billboard he sees pictures of three of the dealership's cars and an announcement of a current promotion. In this situation, the auto dealership is a _______, which is one who _______. a.source; encodes b.sender; encodes c.receiver; decodes d.messenger; encodes

A) Source ; Encodes

Ch 17 The group of people at whom advertisements are aimed is called the _______. a. target audience b. client public c. market segment d. target public e. target market

A) Target Audience

Ch 18 Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas? a. Team selling b. Traditional selling c. Missionary selling d. Relationship selling e. Sales force management

A) Team Selling

The main consideration that marketers use when setting up a coupon promotion for a product is _______. a.the nature of the product b.which retailers carry the product c.the expected redemption rate of the coupon d.how many coupons they will need to issue

A) The nature of the product

Ch 16 Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______. a. word-of-mouth communication b. sales promotion c. personal selling d. proxemic communication e. kinesic communication

A) Word-of-Mouth Communication

Maggie is choosing the type of media for a promotion campaign for Hershey candy bars. She has studied the advantages and disadvantages of each type of promotion and is considering using outdoor advertising. Which of the following is NOT a disadvantage of using outdoor advertising? a.There is a long lead time for outdoor ads. b.The message must be short and simple. c.They are criticized as a traffic hazard. d.They seldom attract readers' full attention.

A) there is a long lead time for outdoor ads

Which of the following is a major goal of integrated marketing communications? a.To send a consistent message to consumers b.To increase customer lifetime value c.To reach as many potential customers as possible d.To maximize the customer satisfaction

A) to send a consistent message to customers -major goal of integrated marketing communications is too send a consistent message to consumers across communication channels

Leo is working on finalizing the promotion plan for his company's line of air fresheners. They plan on using a nonpersonal communication method that will use a mass medium for transmission to the target audience. Leo's company is using _______ as its promotion method.

Advertising -a paid non personal communication transmitted to a target audience through mass media

Advertising Should create..

Awareness Product Interest create desire a purchase ( an action )

One of the problems associated with _______ is that it is often difficult to measure its effect on sales. a.personal selling b.advertising c.price d.sales promotion

B) Advertising one of the problems s with advertising is that it is often difficult to measure its effects on sales, especially compared to personal selling

Anna works in insurance sales and has looked over one of her prospect's account and credit history. She has determined the type of insurance the prospect needs and put together a sales presentation that will communicate specifically to the prospect. Anna is ready for the _______ step of the personal selling process. a.presentation b.approach c.preapproach d.closing the sale

B) Approach

In its commercials, the mattress company Sealy focuses on the comfort and quality of its brand of mattress. This advertisement is best described as being designed to _______. a.encourage product trial b.build selective demand c.retain loyal customers d.stimulate primary demand

B) Build Selective Demand

Ch 18 ACME Corp. is running a sales promotion in which it offers to give retailers $1 for each case of widgets purchased during the promotion. This best describes _______. a. dealer listing b. buying allowance c. cooperative advertising d. free merchandise e. dealer loader

B) Buying Allowance

Ch 16 The limit on the volume of information a communications channel can handle effectively is known as _______. a. receiver b. channel capacity c. channel logistics d. noise e. feedback

B) Channel Capacity

Adam is in charge of advertising for his company and he has designed a magazine ad to promote one of his company's new products. When he shares the ad with his manager, the manager tells him that the ad has too much visual information. The manager is concerned with the _______ of the receiver. a.encoding b.channel capacity c.feedback d.noise

B) Channel Capacity -adams manager thought the magazine ad could not effectively handle all the information in the ad

Ch 18 Maria receives a fixed salary plus a commission based on sales volume after she sells $20,000 worth of merchandise for her company. Which of the following best describes her compensation? a. Salary benefits compensation plan b. Combination compensation plan c. Straight salary compensation plan d. Straight commission compensation plan e. Salary plus compensation plan

B) Combination compensation plan

The internet, mobile apps, and billboards are all considered _______. a.decoding sources b.communication channels c.communication links d.communication resources

B) Communication channels

You work for a company that has just launched a new line of juice drinks. Customers are aware of the product but have not decided to purchase your company's brand of juice. You decide to give out free samples in grocery stores in an attempt to _______. a.identify prospects b.encourage product trial c.stimulate primary demand d.facilitate reseller support

B) Encourage Product trial

Ch 2 Which of the following is NOT one of the steps in strategic performance evaluation? a. Establishing performance standards b. Establishing a timetable for implementation c. Modifying the marketing strategy, if necessary d. Measuring actual performance e. Comparing actual performance with established standards

B) Establishing a timetable for implementation

Ch 16 Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _______. a. integrated marketing connection b. integrated marketing communications c. integrated business communications d. intelligent promotion communications e. intelligent marketing communications

B) Integrated Market Communications

In an effort to practice _______, Gammons International is hiring an external marketing company to handle its marketing efforts. These efforts will include advertising, public relations, and sales promotions. a.efficiency in marketing b.integrated marketing communications c.all-in-one marketing d.coordinated promotions

B) Integrated marketing communications

Ch 2 Which of the following is based on the philosophy that a product's market growth rate and its market share are important considerations in determining marketing strategy? a. Sales analysis b. Market growth/market share matrix c. Mission-goal matrix d. SWOT analysis e. Product-market matrix

B) Market Growth/ Market Share Matrix

Ch 2 Which of the following provides a uniform marketing vision for the firm and is the basis for internal communications? a. Target market b. Marketing plan c. Mission statement d. Marketing strategy e. Performance standard

B) Marketing Plan

Hannah works for a shoe manufacturer. She spends most of her time visiting retailers to encourage them to place orders with her company's wholesalers. Hannah is best classified as a(n) _______. a.order getter b.missionary salesperson c.trade salesperson d.technical salesperson

B) Missionary Salesperson

Ch 17 Digital advertising that matches the appearance and purpose of the content in which it is embedded is called _______. a. competitive advertising b. native advertising c. reinforcement advertising d. institutional advertising e. product advertising

B) Native Advertising

When flat-screen televisions were first introduced, manufacturers tried to increase customer awareness of the new product by using _______ to build _______. a.new introductory promotion; selective demand b.new introductory promotion; primary demand c.comparative promotion; competitive advantage d.primary promotion; customer demand

B) New introductory promotion; Primary demand -companiees used new introductory promotion to build primary demand

Proxemic communication is an element of which form of promotion method? a.Sales promotion b.Personal selling c.Social media d.Public relations

B) Personal Selling -communication by varying the physical distance in face-to-face interactions *Along with Kinesic communication and tactile communication, it is an element of PERSONAL SELLING

Ch 18 Salespeople from ACME Corp. are searching for potential customers from company sales records, trade shows, commercial databases, newspaper announcements, public records, telephone directories, trade association directories, and many other sources. This is best described as _______. a. following up b. prospecting c. presenting d. approaching e. closing the sale

B) Prospecting

Ch 17 Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program? a. Communications audit b. Public relations audit c. Social audit d. Environmental monitoring e. Environmental scanning

B) Public Relations Audit

When Glade introduced its Wax Melts line of air fresheners, if it offered coupons available in the newspaper that consumers would then take to their favorite stores, this would be an example of a _______ policy. a.push b.pull c.channel promotional d.consumer promotional

B) Pull -involves promoting a product directly to consumers to develop strong consumer demand that pulls the product through the marketing channel -coupons are type of sales promotion used in PULL policy

If a smartphone manufacturer launches a series of online advertisements with a slogan of "Get the Most Out of Your Device," the advertisements are most likely using _______ advertising. a.institutional b.reinforcement c.comparative d.reminder

B) Reinforcement assures users that they chose the right brand and tells them how to get the most satisfaction from it. In this case, the manufacturer is creating ads designed to help users get the most satisfaction from their device.

Ch 16 Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _______. a. encourage product trial b. retain loyal customers c. combat competitive promotional efforts d. reduce sales fluctuations e. identify prospects

B) Retain Loyal Customers

Ch 16 Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of _______. a. proxemic communication b. tactile communication c. pioneer communication d. sales communication e. kinesic communication

B) Tactile Communication

Ch 2 When conducting a SWOT analysis, which of the following are barriers that could prevent an organization from reaching its objective? a. Strengths b. Threats c. Opportunities d. Weaknesses e. Market opportunity

B) Threats

Ch 18 Which of the following are likely to restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers? a. Inside salespeople b. Trade salespeople c. Support personnel d. Technical salespeople e. Missionary salespeople

B) Trade Salespeople

Promotions help consumers because they _______. a.increase the focus on brand names b.allow customers to make more intelligent buying decisions c.create new needs for consumers d.only focus on products that have no harmful effects for consumers

B) allow customers to make more intelligent buying decisions

Kellogg's uses a promotional program that incorporates both pull and push policies. Kellogg's will most likely use _______ for the push policy and _______ for the pull policy. a.coupons and rebates for the consumers; an allowance for retailers b.an allowance to retailers for promoting the cereals; advertisements to the customer c.personal selling and advertising to the customer; rebates to the customer d.advertisements to the consumer; coupons and rebates for the consumer

B) an allowance to retailers for promoting the cereals; advertisements to the consumers

An advertising platform should consist of selling features that are important to consumers and are _______. a.easily identifiable as part of the advertised brand b.strongly competitive features of the advertised brand c.inexpensive features to develop d.widely recognized by consumers

B) strongly competitive features of the advertised brand An advertising platform consists of the basic issues or selling points to be included in an advertising campaign. It should consist of selling features that are important to consumers and are strongly competitive features of the advertised brand.

The section of the marketing plan that outlines how the company will achieve its objectives will discuss _______. a.performance standards and financial controls b.the target market and marketing mix c.quantitative measures of what is to be accomplished d.strengths, weaknesses, opportunities, and threats

B) the target market and marketing mix

If Honda gives one of its new motorcycles to a popular blogger so that the blogger would share information on the blog, this is best described as an example of _______. a.advertising b.word-of-mouth communication c.personal selling d.sales promotion

B) word-of-mouth communication -informal exchange of communication that customers share with one another about products, brands , and companies

Define Advertising Platform (3rd step in developing/implementing advertising campaign is to create this platform)

Basic issues or selling points to be included in the advertising campaign Mcdonalds mentioning "all day breakfast" in its ads (Example)

Ch 2: What is the order/process of the Strategic Planning Process

Begins with: Establishment or revision of an organizations mission and goals Next: The corporation and individual business units develop strategies to achieve their goal Then: Company performs detailed analysis of the Strengths and weaknesses and identifies opportunities and threats within the external marketing environment Then: Each functional member of the organization ( Finance, Production, marketing, Human Resources, etc) establish its own goals and develop strategies to achieve them

Target gives a portion of its profits to local organizations. This is an example of _______. a.integrated marketing communications b.promotion c.cause-related marketing d.charitable promotion

C) CAUSE-RELATED MARKETING

Ch 16 A major goal of integrated marketing communications is to send a consistent message to _______. a. employees b. shareholders c. customers d. managers e. ad agencies

C) Customers

Ch 17 Hallmark is using a strategy of running advertisements for set periods of time, alternating with periods in which no ads run. This is best described as _______. a. recall b. continuous c. flighting d. layout e. pulsing

C) Flighting

Effective management of integrated marketing communications is based upon _______. a.the communication process model b.consumer attitudes toward promotion c.information about customers d.budgetary allowances

C) Information about customers Effective management of integrated marketing communications is based on information about and feedback from customers and the marketing environment, often obtained from an organization's marketing information system.

Ch 2 The ability of competitors to achieve long-term competitive advantages by entering the market later and not being the first to offer a certain product in the marketplace is called _______. a. early-mover advantage b. first-mover advantage c. late-mover advantage d. core competency e. competitive advantage

C) Late-Mover Advantage

Ch 18 Relationship selling differs from traditional personal selling due to its adoption of a(n) _______. a. recovery behavior b. automation technology c. long-term perspective d. short-term perspective e. team approach

C) Long-Term Perspective

Ch 18 During which step in the personal selling process is listening especially important? a. Overcoming objectives b. Prospecting c. Making the presentation d. Approach e. Following up

C) Making the presentation

Ch 2 Which of the following competitive growth strategies strives to increase sales of current products in new markets? a. Market share b. Market penetration c. Market development d. Product development e. Diversification

C) Market Development

Ch 2 Performance standards are derived from _______. a. sales analysis b. marketing strategy c. marketing objectives d. market opportunity e. the mission statement

C) Marketing Objectives

Lisa's position requires that she increase sales of her company's products. She finds ways to get existing customers to repurchase and finds new customers for her company's products. Lisa would best be described as a(n) _______. a.technical salesperson b.missionary salesperson c.order getter d.order taker

C) Order getter

Ch 2 The strategic planning process begins with _______. a. marketing objectives b. SWOT analysis c. organizational mission and goals d. finance objectives e. business-unit strategies

C) Organizational mission and goals

Ch 17 Which of the following focuses on a product category rather than a specific brand? a. Advocacy advertising b. Comparative advertising c. Pioneer advertising d. Product advertising e. Competitive advertising

C) Pioneer Advertising

Ch 16 Which of the following is NOT one of the criticisms of promotion cited in your text? a. Promotion fosters materialism b. Promotion increases prices c. Promotion lowers prices d. Promotion creates needs e. Promotion is deceptive

C) Promotion Lowers Prices

Ch 16 Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs? a. Proxemic communication b. Personal selling c. Public relations d. Advertising e. Sales promotion

C) Public Relations

When a company is trying to communicate with its suppliers, employees, stockholders, the media, potential investors, government officials, and society in general, it is important to use _______. a.personal selling b.advertising c.public relations d.sales promotions

C) Public Relations

In the McDonald's advertisements that state, "I'm Lovin' It," McDonald's is the communication _______. a.noise b.decoder c.source d.transmitter

C) Source

Scenario 2.1. Menards is a family-owned company headquartered in Eau Claire, Wisconsin, with 280 retail store locations offering home improvement products, service, and expertise across the Midwest. Since its founding in 1964, Menards has developed a reputation as the low-price leader and communicates its focus on low prices with the advertising slogan and jingle, "Save Big Money at Menards." In addition to offering low prices, Menards is committed to providing a high level of quality service to its customers and treats guests like family in a local, hometown hardware store atmosphere. Menards puts customers first and employs individuals who are knowledgeable and possess expertise to answer customer questions about products or provide advice about completing a home improvement project. Menards stocks its stores with a vast selection of name-brand and private-label products that include tools, materials and supplies for home improvement projects. Menards continues to flourish and sales are strong since many consumers are choosing to make improvements to its homes rather than upgrade to a larger, more expensive home. Menards is led by its founder, John Menard who rules the chain of stores with an iron fist. He is very demanding and insists that everyone keep track of its work hours using a time clock. John Menard is the key decision-maker for the retail chain and makes location decisions for products within the store, establishing visual merchandising plans and even determining which cleaning products maintenance employees utilize to keep the stores' floors polished and sparkling. Over the years, John Menard has developed quite a reputation and employees who don't toe the line and comply with his rules get fined or are encouraged to seek employment elsewhere.Refer to Scenario 2.1. The ability of Menards to hire employees who deliver a high level of quality service, possess expertise, and strive to put customers first would most likely be characterized as a(n) _______ during a SWOT analysis of the firm. a.weakness b.threat c.strength d.opportunity

C) Strength -strength is internal factors and give the company an advantage in the marketplace

Ch 16 At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as _______. a. personal selling b. word-of-mouth communication c. viral marketing d. sales promotion e. buzz marketing

C) Viral Marketing

Generally, companies whose customers are numerous and geographically dispersed will find promotion mixes featuring _______ to be more practical. a.personal selling b.viral marketing c.advertising d.public relations

C) advertising

If Betty Crocker stated, "We want our advertising to increase customer awareness of our new flavors of cake mix by 25% in the next six months," this would be an example of a(n) _______. a.percent-of-sales approach b.target audience goal c.advertising objective d.advertising platform

C) advertising objective stated in measurable terms and provide benchmarks and a time frame.

Apple has developed a reputation as an innovative company and established a leader position in the "tablet" category of computing devices with its introduction of the iPad—the first of its kind. Today, Apple faces stiff competition from Samsung, Google, and Microsoft but is maintaining a dominant position in the tablet market. Using the Boston Consulting Group's Growth Share Matrix, which of the following strategies would be most appropriate for the iPad line of products? a.Utilize the revenue supplied by the product line to support other products, such as the Apple Watch b.Divest the product line and/or stop producing the iPad c.Continue to innovate, promote, and support the product line by investing resources in order to continue growth d.Seek to reestablish the product line and generate interest in the product category

C) conttinue to innovate, promote, and support the product line by investing resources in order to continue growth (IPAD IS A STAR)

You are the marketing manager for a soft drink manufacturer. You recommend that the company should try to get the actors and actresses in television shows to drink its products. What type of promotion activity are you suggesting with your idea? a.Advertising b.Personal selling c.Product placement d.Public relations

C) product Placement

The primary goal of a media planner is to _______. a.achieve the appropriate message reach and frequency b.choose the best commercial spots available c.reach the largest number of people in the target market within the budget constraints d.develop a message that works well with the firm's target market

C) reach the largest # of ppl in the target markett within the budget constraints

Which of the following decisions would be appropriate regarding a cash cow? a.Discontinue the product due to low market share b.Invest additional money to increase market share c.Use profits to invest in growth of star products d.Use profits to increase market growth

C) use profits too invest in growth of star products

Top 10 advertising firms

Comcast Procter & Gamble GM AT&T Nestle Verizon American express Amazon Ford JP Morgan

Define kinesic communication

Communication through movement of the eyes, head, arms, hands, legs or torso

What is the component summary and highlights of an Executive Summary

Component Summary: 1-2 page synopsis of the entire marketing plan Highlights: 1) Stress key points 2) Include 1-3 key points that make the company unique

What is the component summary and highlights of a S.W.O.T Analysis

Component Summary: Assessment of he organizations Strengths, Weaknesses, Opportunities, and Threats Highlights: 1)Strengths of the company 2) Weaknesses of the company 3) Opportunities in the environment and industry 4) Threats in the environment and industry

What is the component summary and highlights of a Performance Evaluation

Component Summary: Explanation of how the company will perform this implemented plan Highlights: 1) Performance standards 2) Financial Controls 3) Monitoring Procedures (audits)

What is the component summary and highlights of an Environmental analysis

Component Summary: Information about the companies current situation with respect to the marketing enviorment Highlights: 1) Assessment of marketing environment factors 2) Assessment of target market(s) 3) Assessment of current marketing objectives and performance

What is the component summary and highlights of Marketing Strategies

Component Summary: Outline of how the company will achieve its objectives Highlights: 1) Target Market(s) 2) Marketing Mix

What is the component summary and highlights of Marketing Objectives

Component Summary: Specification of the companies marketing objectives Highlights: 1) Qualitative measures of what is to be accomplished 2) Quantitative measures of what is to be accomplished

What is the component summary and highlights of Marketing Implementation

Component summary: Outline of how the company will implement its marketing strategies Highlights: 1) Marketing Organizations 2) Activities and Responsibilities 3) Implementation Timetable

Define Decoding Process

Converting signs and symbols into concepts and ideas

The highest-level strategy used by organizations is _______.

Corporate strategy

Ch 16 When a product's target market consists of millions of customers, organizations tend to rely on _______ and _______. a. advertising; personal selling b. advertising; public relations c. personal selling; public relations d. advertising; sales promotion e. public relations; sales promotion

D) Advertising; Sales Promotion

Ch 17 Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics? a. Product advertising b. Pioneer advertising c. Competitive advertising d. Comparative advertising e. Institutional advertising

D) Comparative Advertising

Ch 18 Which of the following is NOT a factor affecting the routing and scheduling of sales calls? a. Number of customers in the territory b. Sales call duration c. Sales territory size and shape d. Compensation method e. Sales call frequency

D) Compensation Method

Bo finds a code under the cap of the soft drink he just bought. He visits a website where he enters the code for a chance to win a prize. This is an example of a _______. a.premium b.consumer contest c.consumer game d.consumer sweepstakes

D) Consumer Sweepstakes

Ch 2 The unique symbols, personalities, and philosophies that support all corporate activities including strategic planning and marketing are best described as _______. a. mission statement b. corporate strategy c. market share d. corporate identity e. SWOT analysis

D) Corporate Identity

Many companies attempt to benchmark their performance against other firms in their industry. The American Customer Satisfaction Index (ACSI) is the nation's only cross-industry measure of customer satisfaction, giving businesses science-based insights across the complete arc of the customer experience. The ACSI conducts research and reports its findings using a 100-point scale across a variety of industries such as insurance, healthcare, travel, restaurant, and hospitality. A recent listing of companies in the wireless telephone communications service industry reported customers rated TracFone Wireless the highest with an ACSI score of 78 and Sprint the lowest at 70. Verizon and AT&T were rated the same with scores of 74 for Verizon and AT&T. These ACSI ratings assist companies with which of the following activities? A) Determine strengths, weaknesses, opportunities and threats B) Empowering employees C) Controlling marketing activities D) evaluating actual performance

D) Evaluating actual performance

Ch 2 Which of the following provides an overview of the entire marketing plan so that readers can quickly identify the key issues and their roles in the planning and implementation process? a. Marketing implementation b. SWOT analysis c. Environmental analysis d. Executive summary e. Performance evaluation

D) Executive Summary

A restaurant chain recently had several customers become sick after eating at one of its locations. In order to lessen the negative effects of the event, the restaurant should most likely _______. a.blame one of its suppliers for the illnesses b.deny that the event occurred at the restaurant c.discourage news coverage of the event d.facilitate news coverage of the event

D) Facilitate news coverage of the event -because if news coverage is suppressed or if the company is uncooperative, rumors and other misinformation may replace facts

Ch 18 Which of the following is the most expensive sales promotion method? a. Consumer contests b. Point-of-purchase materials c. Premiums d. Free samples e. Coupons

D) Free Samples

Ch 17 The most critical copy in an advertisement is the _______. a. signature b. layout c. subheadline d. headline e. body copy

D) Headline

Which of the following is not one of the disadvantages of using advertising as a promotion method? a.Slow feedback b.Difficulty in measuring effects on sales c.High absolute dollar outlay d.High cost per person reached

D) High cost per person reached -advertising has a low cost per person reached when compared to methods such as personal selling

Bowflex uses infomercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at _______. a.creating awareness b.stimulating demand c.encouraging product trial d.identifying prospects

D) Identifying Prospects Bowflex is trying to identify potential prospects. It is running an infomercial encouraging the viewer to visit the company's website and share personal information in order to receive something of value from the company. Customers who respond to such a message usually have higher interest in the product, which makes them likely sales prospects.

Ch 18 Which of the following support personnel or take orders, follow up on deliveries, and provide technical information? a. Support personnel b. Technical salespeople c. Missionary salespeople d. Inside salespeople e. Trade salespeople

D) Inside Sales People

Ch 2 When the right combination of circumstances and timing permits an organization to take action to reach a particular target market, there exists a(n) _______. a. weakness b. core competencies c. strategic window d. market opportunity e. competitive advantage

D) Market Opportunity

After developing the budget for advertising the Kia Soul automobile, marketing managers at Kia then determined what proportion of that budget would be spent on television, radio, and magazine advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) _______ plan. a.arbitrary allocation b.advertisement-allocation c.objective-and-task d.media

D) Media media plan status forth the exact media vehicles to be used (magazined, tv stations, social media, etc) and the dates and times the advertisement will appear. Kia soul is figuring out which resources will go toward which media vehicle

Ch 18 Which of the following trade sales promotion methods is best suited to high-volume, high-profit, easily handled products? a. Scan-back allowance b. Cooperative advertising c. Dealer loader d. Merchandise allowance e. Buy-back allowance

D) Merchandise Allowance

Ch 16 Which of the following is appropriate for stimulating primary demand? a. Comparative promotion b. Personal selling c. Viral marketing d. New introductory promotion e. Reinforcement promotion

D) New Introductory Promotion

Ch 18 Which of the following is the most important with business-to-business transactions involving the purchase of expensive products? a. Public relations b. Publicity c. Sales promotion d. Personal selling e. Advertising

D) Personal Selling

Ch 18 Which of the promotion methods is the most precise? a. Advertising b. Publicity c. Sales promotion d. Personal selling e. Public relations

D) Personal Selling

Ch 18 Josh, who has an engineering degree, gives practical assistance to ACME Corp.'s current customers, advising them on product characteristics and applications, system designs, and installation procedures. Josh is best described as a(n) _______. a. support person b. missionary salesperson c. trade salesperson d. technical salesperson e. inside salesperson

D) Technical Salesperson

Which of the following is the best example of a well-stated sales objective? a.Each salesperson should increase their average order size by November 1. b.Each salesperson should triple their daily dollar sales volume by March 1. c.Each salesperson should increase the number of orders placed per call made. d.The sales force should increase domestic market share by 5% by the end of the fiscal year.

D) The sales force should increase domestic market share by 5% by the end of thee fiscal year

Ch 2 An essential element of communicating with marketing employees is _______. a. the target market b. objectives c. strategy d. training e. the marketing mix

D) Training

During the personal selling process, a salesperson should, if possible, handle objections _______. a.after the trial close b.during the follow-up c.immediately after the approach d.when they arise

D) When they arise

Shaun Taylor is the brand manager for the athletic shoe division of Fleet Sports and really enjoys the opportunity to manage his budget and select the marketing activities that he believes are most appropriate in achieving his objectives. Since Shaun has both authority and responsibility for making marketing decisions, he can quickly respond to changes in the marketplace or fluctuations in demand. Which type of organization structure would best describe Fleet Sports?

Decentralized -their differentiated by delegating decision-making authority as far down the chain of command as possible

native advertising

Digital advertising that matches the appearance and purpose of the content in which it is embedded -refers to the fact that this form of advertising is supposed to resemble the content itself -assoicated more with improved brand perception, awareness and engagement than standard banner ads

Ch 17 Which of the following is NOT one of the developers of an advertising campaign? a. The firm's advertising department b. A single individual c. A few people within the firm d. An advertising agency e. An accounting firm

E) An Accounting Firm

Ch 2 Marketing cost analysis _______. a. uses sales figures to evaluate a firm's current performance b. is an expected level of performance against which actual performance can be compared c. assesses an organization's strengths, weaknesses, opportunities, and threats d. is the firm's sale of a stated product as a percentage of industry sales of competing products e. breaks down and classifies costs to determine which are associated with specific marketing efforts

E) Breaks down and classifies cost to determine which are associated with specific marketing efforts

Ch 18 To boost sales, ACME Corp. launched a sales promotion effort that required individuals to compete for a free iPad by collecting stickers on the inside of packaging of ACME widgets. This best describes a _______. a. sweepstakes b. rebate c. consumer contest d. coupon e. consumer game

E) Consumer Game

Ch 18 Which of the following is the most widely used sales promotion technique? a. Samples b. Rebates c. Premiums d. Incentives e. Coupons

E) Coupons

Ch 2 Decision-making authority is delegated as far down the chain of command as possible in a(n) _______. a. centralized organization b. strategic-business unit c. nonprofit organization d. marketing-oriented organization e. decentralized organization

E) Decentralized Organization

Ch 16 Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _______. a. facilitate reseller support b. stimulate demand c. create awareness d. identify prospects e. encourage product trial

E) Encourage Product Trial

Ch 18 Sales promotion can increase sales by providing _______. a. opportunities to win more products b. a reduced price c. sales deterrents d. greater social media exposure e. extra purchasing incentives

E) Extra Purchasing Incentives

Ch 17 To prevent unfavorable public relations or at least lessen its effect, the first thing a firm should do is _______. a. nothing at all because bad things just happen b. send inconsistent brand messages and images c. apologize d. scapegoat e. implement safety programs, inspections, training, and effective quality control procedures

E) Implement safety programs, inspections, training, and effective quality control procedures

Ch 16 Which of the following is NOT one of the four elements of the promotion mix? a. Personal selling b. Public relations c. Advertising d. Sales promotion e. New introductory promotion

E) New Introductory Promotion

Ch 16 Word-of-mouth communication is most effective for _______ and _______. a. long-time products; expensive products b. declining products; expensive products c. new-to-market products; convenience products d. new-to-market products; inexpensive products e. new-to-market products; expensive products

E) New-to-market products; Expensive Products

Ch 17 Which of the following publicity-based public relations tool is most common? a. Feature article b. Letters to the editor c. Captioned photograph d. Press conference e. News release

E) News Release

Ch 17 Which of the following appropriation techniques is most logical? a. Status quo approach b. Percent-of-sales approach c. Arbitrary approach d. Competition-matching approach e. Objective-and-task approach

E) Objective-and-task objective

Ch 16 If a company's promotional budget is extremely limited, the firm is likely to rely on _______. a. public relations b. advertising c. sales promotion d. kinesic promotion e. personal selling

E) Personal Selling

Ch 16 ACME Corp. has a promotion strategy that involves promoting its widgets through personal selling and sales promotion to the wholesalers that handle its products. Which channel promotion policy is ACME using? a. Pull policy b. Tying policy c. Category management d. Exclusive policy e. Push policy

E) Push Policy

Ch 16 In the communication process, the _______ is the individual, group, or organization that decodes a coded message. a. noise b. source c. feedback d. communications channel e. receiver

E) Receiver

Ch 18 Sales force objectives for the entire force are normally stated in terms of all of the following, except _______. a. unit sales volume b. profit c. market share d. dollar sales volume e. sales territory

E) Sales Territory

Ch 17 Which of the following is NOT a public relations tool? a. Event sponsorship b. Managed social media account c. News release d. Executive speech e. TV commercial

E) TV Commercial

Ch 2 A marketing strategy is the selection of a(n) _______ and the creation of a(n) _______ that will satisfy the needs of target-market members. a. marketing objective; marketing mix b. target market; marketing plan c. marketing objective; marketing plan d. marketing mix; target market e. target market; marketing mix

E) Target Market; Marketing Mix

Ch 16 Which of the following types is NOT an example of noise in the communication channel? a. When the source has laryngitis b. When the Wi-Fi signal is slow and thus the internet connection is poor c. When a source uses words or an emoji that are unfamiliar to the receiver d. When broadcast television is interrupted due to breaking news e. When a source uses an emoji that are understood by the receiver

E) When a source uses an emoji that are understood by the reciever

Ch 2: Through the process of Strategic planning, a company...

Establishes an organizational mission and formulates goals, a corporate strategy, marketing objectives, and a marketing strategy.

Define Posttest

Evaluating of an advertising effectiveness after the campaign - Posttest measures changes in objectives

Define Pretest

Evaluation of advertisements performed before a campaign begins -usually attempts to evaluate the effectiveness of one or more elements of the message - to measure effectiveness, marketers usually rely on "inquiries" or responses

Consumer contests and sweepstakes are used to promote established products and tend to generate similar levels of consumer response. True False

False

Encoding is the process by which a receiver takes the coded message received from the source and converts it into ideas and concepts. True False

False

Factors that effect how potential buyers view advertisements

Gender Age Education race income occupation lifestyle etc

LaTonya Davis was recently hired as the brand manager for Golden Harvest's organic grains division of products including the popular ancient grain, quinoa. LaTonya has been familiarizing herself with the performance of the various products as well as the marketing activities to generate revenue and profitability. LaTonya has started to meet with various marketing personnel who are responsible for different marketing tasks, such as channel sales, publicity, special events, and advertising and is growing concerned since each member of the team has a different perception or vision as well as competing objectives. LaTonya realizes that she and her team must devote time to create a ______

Marketing Plan - a written document that specifies the activities to be performed to implement and control the organizations marketing decisions

Lisa's position requires that she increase sales of her company's products. She finds ways to get existing customers to repurchase and finds new customers for her company's products. Lisa would best be described as a(n) _______.

Order Getter -salesperson who sells to new customers and increases sales to current customers. -Order getters include current-customer salespeople and new-business salespeople

How much money was spent on Digital ad's world wide last year?

Over 300 Billion

Which of the following is NOT one of the terms used to classify products or business units in the market growth/market share matrix?

Pig the 4 terms are: -stars, question marks, cash cows, and dogs

Define New Introductory Promotion

Promotion that informs consumers about a new product -this tactic was taken when introducing chia seeds to the food market

Local news reports sometimes include announcements about new stores opening in the area. These stories are most likely examples of ____

Publicity -communication in news-story form about an organization, its products, or both, transmitted through a mass medium at no charge

In 1996 an entrepreneur and athlete launched the business, Under Armour with one product now known as its classic t-shirt that boosts muscle performance and wicks moisture, keeping athletes cool, dry, and light. Under Armour continues to innovate, creating new products such as its line of shoes using the brand name, SpeedForm. While the sales of the shoes are catching on, Under Armour has a small proportion of total category sales in a high growth product category. Which quadrant of the market growth/market share matrix would be most accurate for Under Armour's shoe line?

Question Mark

Which of the following statements is NOT true about recruiting and training a sales force? a.There is no generally accepted set of traits for an effective salesperson. b.Recruitment should be a continuous activity for the organization. c.Sales managers do not recruit applicants from departments within the company. d.The costs of hiring and training a salesperson can cost more than $60,000 in some industries.

Sales managers do not recruit applicants from departments within the company

Define Support Personnel and what are the 3 types?

Sales staff who facilitate selling but usually are not involved solely with making decisions -engage primarily in marketing industrial products, locating prospects, educating customers, and providing service after the sell 1) Missionary Salespeople 2)Trade Salespeople 3) Technical Salespeople

Difference between Selective Demand and Primary Demand?

Selective --> demand for a specific brand (LG or Sony) Primary--> demand for a product category instead of a specific brand (flat screen or curved screen)

When Lean Cuisine promotes the quality, taste, and calorie contents of its line of frozen meals, it is attempting to develop _______.

Selective Demand -developing demand for their specific brand of food

Disadvantages of using advertising as a promotion method

Slow Feedback High absolute dollar outlay difficulty in measuring the effect on sales limited time available to communicate messages

Senior management at Best Buy is reviewing the compensation strategy for the company's salespeople. They currently use _______, which gives the company the benefits of being easy to administer, yielding predictable selling expenses, and providing managers greater control over their salespeople

Straight Salary -paying a specific amount per time period, regardless of selling effort. Benefits: -easily administered, yields predictable selling expenses and provide managers control over their sales ppl

Scenario 2.2. Growing Grounds is a full-service nursery and landscaping company that offers a wide selection of plant and landscape materials for its customers. The spring, summer, and fall seasons are the best times of the year for Growing Grounds and they have been experimenting with adding new products and services each year. Growing Grounds has an extensive line of trees, which can be planted by the customer or installed by its tree service for a minimal fee. In addition, they offer landscaping services and quite frequently work with home builders to install grass and bedding plants for new home construction projects. Growing Grounds also has a wide selection of bushes, ornamental plants, and seasonal plants such as vegetables. Over the years, Growing Grounds has added more "heirloom" plants to its line of vegetables that are organically grown and contain no genetic modifications. Growing Grounds has noticed that many consumers are concerned about genetic modifications as well as the use of pesticides. Moreover, consumers want to grow their own vegetables and enjoy the opportunity to harvest and eat the food that they have grown in their gardens. In its market, Growing Grounds has a reputation for serving the commercial business-to-business market with landscaping services, which is a stable market and one where they possess a large market share. However, they are hoping to grow its direct-to-consumer business by adding a full line of vegetable plants since home-grown vegetables and home-based gardening is growing in popularity.Refer to Scenario 2.2. The home builders to whom Growing Grounds provides landscaping services such as lawn installation and bedding plants is considered one of the company's _______ and the landscaping services it provides is part of the _______ element of the marketing mix

Target Market; Product

Which of the following types is most appropriate when selling new technology that needs specific technical expertise due to its complexity?

Team Selling Advantageous in: -situations calling for detailed knowledge of new, complex and dynamic technology ex: Medical supplies and Jet Engines

Jin Xiao, a trained engineer, is a salesperson for a chemical manufacturer. He provides current customers with advice about a product's characteristics and applications. He is a(n) _______.

Technical Salesperson

Consumers are increasingly going online for information and opinions about goods and services as well as about companies. Research has shown that _______ is the most important attribute about a ratings website.

The Sites Credibility

Define Prospecting

The process of identifying and obtaining new customers

Ch 2: Strategic Marketing Management

The process of planning, implementing, and evaluating the performance of marketing activities and strategies, both effectively and efficiently Effectively and efficiently are key concepts to create customer value and achieve its goals

Define feedback

The receiver's response to a decoded message

Define Team Selling

The use of a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process -especially used in business to business marketing

Define a copy. What are the 5 components of a "copy"

The verbal portion of advertisements Example: "Try this it works" Headline -critical because sometimes only part of the copy people read Subheadline -links the headline to the body copy and sometimes serves to explain the headline Body Copy -consists of an introductory paragraph, several explanatory paragraphs and a closing paragraph Signature - attractive, legible, distinctive and easy to identify

Define core competencies

Things a company does extremely well, which sometimes give it an advantage over its competition

Which of the following is the best example of noise that originates with the receiver in the communication process?

Tony checks his email when the television commercial break begins

It is not unusual for one salesperson to perform multiple functions in the sales structure. True False

True Most business organizations use several different kinds of sales personnel. Based on the functions performed, salespeople can be classified into different groups. One salesperson can, and often does, perform multiple functions

A promotion mix is a blend of four possible ingredients, which are advertising, personal selling, public relations, and sales promotion, used to promote a specific product True or False

True -the promotion mix consists of advertising, personal selling, public relations, and sales promotion

Define regional issues (In regards to a magazine)

Versions of a magazine that differ across geographical regions

Ch 16 Examples of "Noise" in the communication channel *comes from question asking which are NOT examples of noise*

When the source has laryngitis when the wifi signal is slow and thus the internet connection is poor when a source uses words or an emoji that are unfamiliar to the receiver When a broadcast television is interrupted due to breaking news

Define a Story Board in advertising

a blueprint that combines copy and visual material to show the sequence of major scenes in a commercial

Define Dealer loader

a gift, often part of a display, given to a retailer that purchases a specified quantity of merchandise

Ch 2: Define a Market

a group of individuals and/or organizations that have needs for products in a product class and have the ability, willingness, and authority to purchase those products

Ch 2: Define Mission Statement

a longterm view, or vision, of what the organization wants to become EX: Facebooks "to give people the power to build community and bring the world closer together" speaks to the companies desire to transform the way the world communicates

Define free merchandise

a manufacturers reward given to resellers that purchase a stated quantity of products

Define Scan-back allowance

a manufacturers reward to retailers based on the number of pieces scanned

Define a featured article

a manuscript of up to 3000 words prepared for a specific publication

Define a press conference

a meeting used to announced major news events

Define publicity

a news-story type of communication about an organization and/or its products transmitted through a mass medium at NO charge

Define a source

a person, group or organization with a meaning it tries to share with a receiver or an audience

Define a Captioned Photograph

a photo with a brief description of tis contents

Define Consumer sweepstakes

a sales promotion in which entrants submit their names for inclusion in a drawing for prizes

Define a sales contest

a sales promotion method used to motivate distributors, retailers and sales personnel through recognition of outstanding achievements

Define an order getter

a salesperson who sells to new customers and increases sales to current customers

Define a new release

a short piece of copy publicizing an event or a product

Define Viral Marketing

a strategy to get consumers to share a marketer's message, often through emails or online videos, in a way that spreads dramatically and quickly

Define Buy Back allowance

a sum of money given to a reseller for each unit bought after an initial promotion deal is over

Define Buying allowance

a temporary price reduction to resellers for purchasing specified quantities of a product

Define Marketing Plan

a written document that specifies the marketing activities to be performed to implement and evaluate the organizations marketing decision -provides a uniform marketing vision for the firm and is the basis for internal communication - outlines marketing responsibilities and tasks and schedules for implementation - Presents objectives and specifies how resources are to be allocated to achieve them -Help marketing managers monitor and evaluate the performance of a marketing strategy **Marketing planning and implementation are closely linked in successful companies**

Define advocacy advertising.

advertisement that promotes a company position on a public issue Example: promote its position on a tax increase, sustainability, regulation or international trade Example: AT&T ran an advocacy ad called "it can wait" showing a terrible car crash in reverse from texting

Define dealer listings

advertisements that promote a product and identify the names of participating retailers that sell the product

Define reinforcement advertising

advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it Example: Arm and hammer reminds customers to keep using products for many different purposes. If they are putting the baking soda int he fridge to reduce odor, arm and hammer will remind them to periodically change out baking soda

Define institutional advertising

advertising that promotes organizations image, ideas and political issues Example: Monsanto took out an ad to describe its supplier diversity

Define Pioneer advertising ( Part of product advertising )

advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product Example: samsung galaxy gear smartwatch

Define reminder advertising

advertising used to remind customers about an established brands uses, characteristics and benefits -reputable company reminds consumers they are still around and talks about the features of their product and benefits of it over others

Define a Sales Promotion

an activity and/or material intended to induce resellers or salespeople to sell a product, or consumers to buy it encompasses all promotional activities except personal selling, advertising and public relations Example: By one get one free ( a premium or promotional tactic) -often use sales promotion to facilitate personal selling, advertising or both

Define sales promotion

an activity or material that acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers When sales representatives for Owens Corning meet potential customers, it offers stuffed pink panthers to promote its insulation. This example illustrates Owens Corning's use of which of the following elements of the promotion mix? --> Sales promotion

Define a sustainable market advantage

an advantage that the competition cannot copy

Define Artwork in an advertisement

an advertisements illustrations and layout

Define Cooperative advertising

an arrangement in which a manufacturer agrees to pay a certain amount of retailer's media costs for advertising the manufacturers products

Define Buzz Marketing

an attempt to incite publicity and public excitement surrounding a product through a creative event

Define a Performance standard

an expected level of performance to which actual performance can be compared to

Define Marketing Cost Analysis

analysis of cost to determine which are associated with specific marketing efforts -can help isolate profitable or unprofitable customers, products, and geographical areas.

Define a Sales Analysis

analysis of sales figures to evaluate a companies current performance -sales is used because the data is readily available (i.e. if sales spike as a result of particular marketing mix, marketers can be reasonably certain that the marketing mix was effective at reaching the target audience.

Define noise

anything that reduces communications clarity and accuracy -radio/television transmission difficulties (satellite or cable) and poor or low internet connection are sources of noise -noise also occurs when he source uses signs or symbols which the receiver is unfamiliar with or have a different meaning from the one intended -also noise can arise from the receivers actions, if a receiver doesn't recycle he can ignore the message of "go green" sent by a source

What is the arbitrary approach for Advertising Appropriation

budgeting for an advertising campaign as specified by a high-level executive in the firm

Define objective-and-task approach (a kind of advertising appropriation)

budgeting for an advertising campaign by first determining its objectives and then calculating all the costs needed to attain them Problem: marketers sometimes have trouble accurately measuring the level of effort needed to attain certain objectives

Define Percent-of-sales approach (a part of advertising appropriation)

budgeting of an advertising campaign by multiplying the firms past and expected sales by a standard percentage Problem: Based on incorrect assumption that sales create advertising rather than the reverse

Define proxemic communication.

communicating by varying physical distances in face-tp-face interactions

Define Tactile Communication

communicating through touching

Define Promotion

communication to build and maintain relationships by informing and persuading one or more audiences -chipolte "cado crusher" game is a game which allows you to make your own guacamole to appreciate their fresh ingredients in attempt to reinforce customers understanding of the freshness of their guacamole.

Comparative advertising ( form of competitive advertising)

compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics

Define integrated marketing communications

coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers -during the Super Bowl tide did this by coordinating with companies like old spice and ppl like antonio brown, drew brees and the kid from stranger things to tweet about tides product

Define Primary Demand

demand for a product category rather than a specific brand -Flat screen vs regular instead of Sony vs LG

Define Selective Demand

demand for a specific brand

Define Competition-matching approach (a part of advertising appropriation)

determining an advertising budget by trying to match competitors advertising outlays

What is a Cash Cow (Low, High) (Bottom Left)

dominant share of the market, but low prospects for growth. They typically generate more cash than is required to maintain market share (Example: bounty paper towels is a cash cow for Procter and Gamble since it sells well)

Define Strategic performance evaluation

establishing performance standards, measuring actual performance, comparing actual performance with established standards, and modifying the marketing strategy if needed

Define Premium money (push money)

extra compensation to salespeople for pushing a line of goods

Aspects of Personal Selling

greatest freedom to adjust message to satisfy customer info needs -most precise of all promotion techniques and most effective at forming relationships - most EXPENSIVE though too

What is a Question Mark? (High, Low) (Top Right) aka "problem children"

have a small share of a growing market and generally require a large amount of cash to build market share (Example: The google home voice-activated speaker is a question mark relative to Amazons Echo with Alexa

What is a DOG (Low, Low) (Bottom Right)

have a subordinated share of the market and low prospect for growth. Often found in established markets ( Example: MP3 player is a dog to companies like apple)

What is the competitive advantage of "Larabar" (healthy bar thing with tan wrapper)

it is made from just a few ingredients such as Dates, Semisweet chocolate chips, and sea salt, and all of them are real foods

Define Premiums

items offered free or at a minimal cost as a bonus for purchasing a product

Define Channel Capacity

limits on the volume of information a communication channel can handle effectively.

Define trade sales promotion methods

methods intended to persuade wholesalers and retailers to carry a producers products and market them aggressively

Levels of strategic planning

mission statement, corporate strategy, business unit strategy, marketing strategy, marketing mix elements ( Product, Distribution, Promotion, Pricing)

Define Personal Selling

paid personal communication that attempts to inform customers and persuade them to by products in an exchange situation Ex -Hwelett-Packard salesperson describing the benefits of the companies servers, PC's and printers to a small business customer -American Marketing Association(AMA) member working a table at an event that informs interested parties about the benefits of joining the AMA

Define combination compensation plan and its pros and cons and useful ness

paying sales ppl a fixed salary plus a commission based on sales volume Useful when: Sales territories have relatively similar sales potential; firm wishes o provide incentive but still controls sales force Pros: provides certain level of financial security & provides some incentives Cons: Selling expense less predictable;e and may be difficult to administer

Describe the straight commission compensation plan and its pros and cons

paying sales ppl according to the amount of their sales in a given time period Useful when: Highly aggressive selling is required non-selling tasks are minimized company uses contractors and part timers pros: maximum amount of incentive by increasing commission rates sales managers can motivate sales ppl to sell more of a product Cons: Sales ppl have little financial security sales managers havre minimum control over sales force selling expense less predictable

describe the Straight Salary Compensation Plan and its pros and cons

paying salespeople a specific amount per time period, regardless of selling effort Useful in: compensating new sales ppl firm moves into new sales territory sales require lengthy presale Pro: gives sales ppl security give sales manager control over salespeople easy to administer Cons: No incentive during sales decline selling expense remain constant

Define illustrations (in an ad)

photos, drawings, graphs, charts, and tabs;es used to spark audience interest in an advertisement

A marketing objective can be given in terms of....

product introduction, product improvement or innovation, sales volume, profitability, market share, pricing, distribution, advertising, or employee training activities

What is a Star? (High, High) (Top Right)

products with a dominant share of the market and good prospects for growth. However, they use more cash than they generate to finance growth, add capacity, and increase market share (example: Amazon fire tablet computers

Personal selling will continue to gain respect as

professional sales associations develop and enforce ethical codes of conduct

Define Product advertising and the 2 types:

promotes uses, features and benefits of a product 1) Pioneer advertising 2) Competitive Advertising

Define a "Pull Policy"

promoting a product directly to consumers to develop strong consumer demands that pulls products through the marketing channel

Define a "Push Policy"

promoting a product only to the next institution down the marketing channel

Define Cents-off offers

promotions that allow buyers too pay less than the regular price to encourage purchase

Sales training for the container store (book example)

provides 263 hours of training to each retail employee because the employees are the key to maintaining satisfied customers

Define Consumer Games

sales promotion method in which individuals compete for prizes based primarily on chance -collecting bottle caps or stickers on a carton of french fries to increase an individuals chance of winning

define demonstrations

sales promotion methods a manufacturer uses temporarily to encourage trial use and purchase of a product or to show how a product works -excellent attention getters -because labor cost can be really high, demonstrations aren't used widely

Define consumer contests

sales promotion methods in which individuals compete for prizes based on their analytical or creative skills

Define rebates

sales promotion technique in which a consumer receives a specified amount of money for making a single product purchase ( ex $1000 rebate on new silverado)

Define Money refunds

sales promotion technique that offer consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases - low response rate and limited impact on sales

consumer sales promotion methods

sales promotion techniques that encourage consumers to patronize specific stores or try particular products -online sales promotion can create a higher level of product and brand recall -aim to attract customers to specific locations

Define Trade Salespeople ( part of support personnel)

salesperson involved mainly in helping a producers customers promote a product - actually not strictly support personnel because they take orders as well - help customers- especially retail stores - promote products Examples: Restock shelves, obtain more shelf space, set up displays and provide in store demonstrations (Commonly employed by food producers and processors)

Define free samples

samples of a product given out to encourage trial and purchase

Define Point-of-Purchase (POP) Materials

signs, windows, displays, display racks, and similar devices used to attract customers

An advertising platform should consist of selling features that are important to consumers and are _____

strongly competitive features of the advertised brand

Possible reasons for Publicity releases

support of a social cause new product new slogan improved warranties research developments award of contracts opening an exhibit visit by celebrities economic forecasts

Define Missionary Salespeople (part of support personnel)

support salespeople, usually employed by the manufacturer, who assist the producers customers in selling to their own customers - may call of retailer to inform and persuade them to buy the manufacturers products Examples: Manufacturers of medical supplies and pharmaceuticals often use missionary sales people

Define technical salesperson ( as part of support personnel)

support salesperson who gives technical assistance to a firms current customers

Define strategic windows?

temporary periods of optimal fit between the key requirements of a market and particular capabilities of a company competing in the market Example: Tommy Hilfiger saw underserved market for clothing for children and adults with disabilities (used like velcro)

Define First Mover Advantage

the ability of an innovative company to achieve long term competitive advantages by being the first too offer a certain product in the marketplace

Define Late Mover Advantage

the ability of later market entrants to achieve longterm competitive advantages by NOT being the first to offer a certain product in the marketplace

Define Advertising Appropriation ( step 4 in develop/implement advertising campaign) what are the 3 types

the advertising budget for a specific time period 1) objective-and-task approach 2) percent-of-sales approach 3) competition-matching approach

Define Relationship selling (aka Consultative Selling)

the building of a mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time *finding solutions to customers needs by listening to them, gaining a detailed understanding of their organizations and providing support after the sale -especially used in business to business marketing

Define Target Audience

the group of people whom advertisements are aimed

Define a receiver

the individual, group, or organization that decodes a coded message

Define a communication channel

the medium of transmission that carries the coded message from the source to the receiver

Define layout ( in an ad)

the physical arrangement of an advertisements illustration and copy

Define Product Placement

the strategic locating of products or product promotion within entertainment media content to reach the product's target market

Define competitive advertising (part of product advertising)

tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competiting brands

Sales promotion may facilitate personal selling. True False

true

Define coupons

written price reductions used to encourage consumers to buy a specific product -most widely used consumer sales promotion technique -often consumers though can't find coupons for the product that they want to buy * more than 130 million adults say they use digital coupons and this number is projected to grow * and since coupons are brought to store during purchase (returned to store), sores can see high coupons were successful

Although Push advertising may alienate some consumers but...

young consumers are more accepting of push advertising if the source is trusted, permission has been given, and the messages are relevant or entertaining -however if it pushes to hard consumers may view product negatively