BMGT 350 Chapter 12-14 Warm Up

What are the four sales force structures a company can​ use?

A company can structure its sales force by​ territory, product, or customer. It can also combine any of these into a complex structure.

According to the​ text, what is perhaps the toughest public policy issue now confronting the direct marketing​ industry?

According to the​ text, invasion of privacy is perhaps the toughest public policy issue now confronting the direct marketing industry.

What are the five promotion mix tools used by marketers to communicate customer​ value?

A​ company's total promotion mix consists of​ advertising, public​ relations, personal​ selling, sales​ promotion, and direct and digital marketing tools. The tools are used to engage​ consumers, communicate customer value​ persuasively, and build customer relationships.

Which of the following statements about public relations is​ correct?

In this digital​ age, the lines between​ advertising, public​ relations, and other content are becoming more blurred.

Which form of direct and digital marketing do companies use to stimulate immediate​ buying, make shopping​ easier, enrich the brand​ experience, or all of​ these?

Companies use mobile marketing to stimulate immediate​ buying, make shopping​ easier, enrich the brand​ experience, or all of these.

​________ is used by companies to build good relations with​ consumers, investors, the​ media, and their communities.

Companies use public relations​ (PR) to build good relations with​ consumers, investors, the​ media, and their communities.

What are the three major forms of digital direct​ marketing?

In recent​ years, a new set of digital direct marketing tools has burst onto the marketing​ scene, including online marketing social media marketing and mobile marketing.

Which form of marketing communication involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer​ relationships?

Direct and digital marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Which of the following statements is true regarding social media​ marketing?

Due to the rapid growth in social media​ usage, there has been a surge in​ real-time marketing, allowing marketers to create and join consumer conversations around situations and events as they occur.

Which of the following statements regarding sales promotions is​ correct?

In the current​ economy, consumers have become more​ deal-oriented. Consumers are demanding lower prices and better deals. Sales promotions can help attract​ today's more​ thrift-oriented consumers.

In developing advertising​ strategies, marketers must make decisions regarding​ ___________________.

In developing advertising strategies and​ programs, the company must make decisions​ regarding: 1. organization of the advertising​ function; and 2. adaptation of advertising strategies and programs to the complexities of international markets.

Which of the following is a benefit of direct and digital marketing for​ buyers?

For​ buyers, direct and digital marketing are​ convenient, easy, and private.

Which of the following statements is true regarding traditional direct marketing​ forms?

Marketers use outbound telephone marketing to sell directly to consumers and businesses. They also use inbound​ toll-free numbers to receive orders from television and print​ ads, direct​ mail, or catalogs.

What are the four important decisions made when developing an advertising​ program? List them in order.

Marketing management must make four important decisions when developing an advertising​ program: setting advertising​ objectives, setting the advertising​ budget, developing advertising​ strategy, and evaluating advertising effectiveness.

Which of the following statements is correct regarding marketing communications​ today?

New media formats let marketers reach smaller communities of consumers in more engaging ways. For​ example, some​ programs, ads, and videos are being produced only for online viewing.

​Websites, online advertising and​ promotions, e-mail​ marketing, online​ video, and blogs are all forms of​ ________ marketing.

Online marketing refers to marketing via the Internet using company​ websites, online advertising and​ promotions, e-mail​ marketing, online​ video, and blogs.

Personal selling can be very effective in complex selling situations because it involves​ ________ interactions and engagement between salespeople and individual customers.

Personal selling is the interpersonal arm of the promotion mix and can be very effective in complex selling situations. Salespeople can probe customers to learn more about​ problems, adjust the marketing​ offer, and fit each presentation to a​ customer's special needs.

Which of the following statements is true regarding the promotion​ mix?

Public relations involves building good relations with the​ company's various publics by obtaining favorable​ publicity, building up a good corporate​ image, and handling or heading off unfavorable​ rumors, stories, and events. Public relations includes press​ releases, sponsorships,​ events, and Web pages.

Which of the following lists the six major sales force management decision steps in their correct​ order?

Sales force management involves six​ steps: designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, compensating​ salespeople, supervising​ salespeople, and evaluating salespeople.

What is the first step in the personal selling​ process?

The first step in the selling process is prospecting during which sales people identify qualified potential customers.

Closing a sale with a particular customer is a​ short-term ________​ orientation, but the selling process must also take a​ ________ orientation and look at the long term.

The personal selling process is transaction​ oriented; its aim is to help salespeople close a specific sale with a customer. In most​ cases, the company is not simply seeking a​ sale; it wants to engage the customer over the long haul in a mutually profitable relationship.

Promotional tools offered to consumers include​ ________.

There are many promotional tools used for consumer markets. These​ include, but are not limited​ to, rebates,​ coupons, price​ packs, and samples.

Which of the following statements about personal selling is​ correct?

To many​ customers, the salesperson is the companylong dash—the only tangible manifestation of the company that they see.

Traditional direct marketing tools include​ ________.

Traditional direct marketing tools include​ face-to-face selling,​ direct-mail marketing, catalog​ marketing, telemarketing,​ direct-response television​ marketing, and kiosk marketing.

Integrated marketing communications must deliver company and brand messages that are​ ________.

Under the concept of integrated marketing communications​ (IMC), the company carefully integrates its many communication channels to deliver a​ clear, consistent, and compelling message about the organization and its brands.

The digital version of​ word-of-mouth marketing, which involves creating​ videos, ads, and other marketing content that customers seek out or pass along to their​ friends, is called​ _______.

Viral marketing is the digital version of​ word-of-mouth marketing. Viral marketing involves creating​ videos, ads, and other marketing content that are so infectious that customers will seek them out or pass them along to their friends.