business student questions
As per the Week 8 Powerpoint, when the customer perceives the value of a benefit that outweighs its cost, the result will be all of the following EXCEPT
A. Customer loyalty B. A long-term relationship C. Desire to get off welfare * D. Favorable image and reputation in the market area
As per the Week 8 Powerpoint, when the customer perceives the value of a benefit that outweighs its cost, the result will be all of the following EXCEPT:
A. Customer loyalty B. A long-term relationship C. Desire to get off welfare * D. Favorable image and reputation in the market area
Marketers look to the research effort to yield results that are:
A. Descriptive B. Diagnostic C. Predictive D. All of the above *
1. __________ is closely related to the process of communication, whereby meanings are exchanged or shared through a common set of symbols.
A. Promotional strategy*** B. Marketing strategy C. Psychological strategy D. Management strategy
Which of the following is NOT a compliance of labor laws?
A. Record keeping B. Reporting C. Inspection D. All of the above are compliance of labor laws *
The goal of institutional advertising is to promote which of the following for an organization (Little & Redenbaugh, p.269)?
A. Reputation B. Image C. Awareness D. Both A and B* E. Both A and C
The goal of institutional advertising is to promote which of the following for an organization (Little & Redenbaugh, p.269)?
A. Reputation B. Image C. Awareness D. Both A and B**** E. Both A and C
"People have the right to refuse to do what violates their moral beliefs, as long as these beliefs reflect commonly accepted norms" describes which employee right?
A. Right of free consent B. Right of privacy C. Right of freedom of conscience * D. Right to due process
Who are concerned with managing personal selling?
A. Sales managers B. Marketing managers C. Sales promotion managers * D. Advertising managers
How is a successful service strategy developed?
A. Select the innovation focus B. Uncover customer needs C. Prioritize customer needs D. All of the above *
What are the steps in the market segmentation process?
A. Specify criteria that define the segment B. Determine segment size and potential C. Identify a homogeneous segment that differs from other segments D. All of the above *
When the customer perceives value of the customer service given to them, this can result result in (MACA):
Customer loyalty * A long- term relationship * Favorable image and reputation in the market area * Differentiation among competitors *
To drive customer and business performance a scorecard framework can be used. In this framework, what does Sears place in the middle of Employees and Shareholders?
Customers
What must a chiropractor NOT do to enact the best use of Customer Relationship Management Strategy?
A. Be Results Driven B. Implement From the Top Down C. Provide Organization Wide Training D. Prohibit Interaction *
the process through which employers and unions negotiate pay, hours of work, and other conditions of employment.*
A. Building customer relations B. Tracking customers wants and/or needs C. Coordinating customer's information and history D. All of the above *
What Act was amended in 1972 by the Equal Employment Opportunity Act?
A. Civil Rights Act of 1964 * B. Age Discrimination in Employment Act of 1967 C. Equal Pay Act of 1963 D. Privacy Act of 1966
When hiring a new employee for your chiropractic office, which of the following should not be considered?
A. Competence B. Character C. Compensation D. Commitment E. All of the above should be considered *
Which of the following would be an example of obtaining outlets as a specific marketing objective?
Cyber marketing informing customers where to buy a product
Different methods of promotion are all except:
D. Word of mouth *
What is the first step in the market research process?
Define the problem
What is the purpose of pioneering advertising in marketplace ( Little & Redenbaugh, p. 269)?
Develops primary demand for a product category rather than a specific brand *
A television ad for best buy encourages consumers to go to their nearest best buy store for a big end-of-season sale coming up in two weeks. This type of advertising is:
Direct competitive
Which of the following are direct benefits of market research?
Estimating demand, business levels, and return on investment (ROI)* Evaluating marketing actions and monitoring performance* Measuring customer satisfaction and monitoring customer attitudes* Understanding perceptions, purchase and behavioral patterns*
(T/F) chiropractors cannot develop their own IMC campaigns and strategies. they must gather these from an outside source
FALSE
(T/F) the marketing strategy grows out of the promotion strategy which grows out of the overall business strategy
FALSE
(T/F)? AIDA stands for: attention, interest, desire, and admire
FALSE
Which of the following is an example of primary data?
Field Studies
What are the advantages of advertising through television and cable?
Flexible, timely, local market Wide reach, low cost segmented audience Demonstrations, good attention, wide reach, cable targets * Selected audience, flexible, can personalize
Which type of advertising tries to develop primary demand for a product category rather than demand for a specific brand?
Pioneering Advertising
Which of the following is NOT a type of product advertising?
Pioneering advertising Competitive advertising Reminder advertising Institutional advertising*
What is the last step in the market research process?
Present the data
All of the following are examples of VIP (visual image personality) in advertising EXCEPT?
Tony the tiger Mr. Clean Pillsbury Doughboy Big Mac *
Customer relationship management is built on:
Trust Reliability Personal history All of the above *
Which of the following are principles of an empowered workplace?
Trust in People Invest in People Recognize accomplishments Decentralize decision making All of the above are correct *
which of the following is not something a customer perceives from value of a service?
customer royalty a long-term relationship favorable image and reputation in the market area bad reputation***
an example of curbstoning is.....
data collection personnel having their friends fill out surveys
From "How a successful service strategy is developed," which of the following does NOT fall into Step 2: Uncover Customer Needs?
decide who the customer is
which of the following is the first step in doing market research?
define objective and problem
what is the first step to preform market research?
define the problem to be solved
what is the first step in the market research process?
definite the problem stated
marketers use research in order to obtain results that are helpful to them. these results are:
descriptive diagnostic predictive
Personal selling is?
direct spoken communication between sellers and potential customers.
AIDA is the ket to successful adverting. AIDA stands for....
get attention, hold interest, arouse desire, obtain action
Which of the following is not done with institutional advertising?
gives a negative image
Which of the following is not an aspect in planning the promotion strategy, aka the promotional mix or integrated communications strategy?
identifying your hourly schedule
Marketers look to the research effort to yield results that are all but...
immediate
which of the following is least likely to be a high priority outcome chosen by a customer seeking satisfaction?
increase the time it takes to complete the transaction
which of the following is not an example mixed promotional elements that serve as a core message in integrated marketing communications?
indirect marketing
what type of advertising points out product advantages to affect future buying decisions?
indirect type advertising
________ is conveying a message about a new product or service or to introduce a new product or service into the market
informing
combining aspects of marketing communications such as advertising, sales promotion, public relations, direct marketing and social medial is
integrated marketing
what does IMC stand for
integrated marketing communication
a good promotional mix involves which of the following?
integrated marketing communications
promoting via the internet is a variation on a theme rather than an entirely new discipline is ow a prominent method of what?
integrated marketing communications
what is a strategy that is a part of the organization promotion plan, a part of the promotional mix, which is inherent in the strategic marketing plan
integrated marketing communications
why is integration of different channels using the IMC method important
integration of the different channels ensures they receive the same message in all communications
Which of the following survey method is less likely to be used to collect data because of slow rate of response (Andale)?
During which stage of the product's life cycle should the promotion message be "our brand is best"?
market growth
there is evidence that this form of research was done by various companies more than 100 years ago, but it was nothing more than written testimonials about various products as collected from consumers...
market research
what is a marketing strategy that divides a broad group of people into subsets
market segmentation
all of the following ways are effective ways to deliver your message except
morse code
innovation that comes from the discovery of new or related jobs that a current or new service can help the customer get done is known as what?
new service innovation
According to marketing guru Theodore Levitt, Marketing is preoccupied with the idea of satisfying the needs of the customer by means of this __________ and the whole cluster of things associated with creating, delivering and finally consuming it.
product
Advertising media is defined as
product advantages to affect future buying decisions various means by which the message is communicated to target audience* making specific brand comparisons by using actual product names Keeping the products name before the public
The purpose of _________ is to provide information and send a message about a product, service, event, occasion, organization, or idea.
promotion
What are the 4 P's of having an integrated marketing communication? Product, Price, Place, and _________.
promotion
___________ is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior
promotion
what is a characteristic of customer service?
promptness
what is not a characteristic of good customer service?
promptness politeness professionalism creativity****
which of the following are characteristics of customer service
promptness politeness professionalism personalization
characteristics of customer service include all of the following except
promptness politeness professionalism political correctness****
which of the following are part of the 3 categories of promotion
public relations
_________ is any act that generates news and information
publicity
it has been said, "that if advertising is the hammer, than _____ is the nail."
publicity
Casual research
qualitative information about service or product
casual research yields valuable..
quantitative information qualitative information quantity information good information NO ANSWER WAS GIVEN
Descriptive research
quantitative information about stats and gathered
out of all of the different types of data relative to quality, which one is defined as: the highest quality data when used with an absolute origin; may apply sophisticate metrical; techniques to draw conclusion within a high level of confidence
ratio
which of the following are known as categories of product advertising
reminder advertising pioneer advertising competitive advertising
what would be the benefit of integrated marketing communications to a small chiropractic business?
to coordinate communications to existing and potential patients
the basic objective of promotion is?
to provide information
what does product advertising do?
tries to sell a product and can be targeted to channel members or final consumers
What is a metric that customers use to define the successful execution of a job?
Outcome
What advertising model do the advertisers only pay when the customers clicks on the link to the advertiser's website?
Pay-per-click
What promotion method involves direct spoken communication between sellers and potential customers?
Personal Selling
Which of the following involves direct spoken communication between sellers and potential customers?
Personal selling
What does the S in SWOT stand for?
Strength
(T/F)? good customer service adds value to the chiropractic experience
TRUE
(T/F)? marketers look to the research effort to yield results that are: descriptive, diagnostic and predictive
TRUE
Which of the following is considered an advertising medium?
Target market characteristics *
Which of the following represents an Advertising message channel in the effective communication model.
Television* Internet websites* e-mail* magazines*
Which of the following would NOT be a benefit of Integrated Marketing Communications?
To reach potential target markets B. To target a specific target demographic C. To direct a message at a broad segment D. To use as a bargaining chip to receive higher renumeration from Groupon Promotions *
which of the following correctly describes personal selling?
a strength of personal selling is its flexibility
Promotion provides information and sends a message about all of the following except:
a) A service b) An occasion c) An arrangement * d) An organization
The Civil Rights Act of 1964 was amended by the Equal Employment Opportunity Act of 1972 and the Civil Rights Act of 1991 to cover a broad range of organizations. The law includes under its jurisdiction the following (MACA):
a) All private employers in interstate commerce who employ fifteen (15) or more employees for twenty (20) or more weeks per year. * b) State and local governments. * c) Private and public employment agencies, including U.S. employment programs.* d) Joint labor-management committees that govern apprenticeship or training programs. *
Which of the following is not considered a result of the customer perceiving value in a service received?
a) Differentiation among competitors b) A short-term relationship * c) Customer loyalty d) Favorable image and reputation in the market area
which of the following are parts of promotion
advertising public relations sales promotion
Which of the following would be considered a strategy that would add value to he customer experience?
all of the above
how would a chiropractic business develop a service strategy
all of the above select the service focus uncover customer needs prioritize the customer needs develop a service strategy
who was the person to first establish marketing research as a visible industry
arthur nielsen
the executive summary should, at least the vary provide _______ that all objectives were met and associated questions answered, and evidence that all recommendations are well _______
assurance, supported
Which of the following is the first stage of the AIDA model?
attention
what are the 4 aspects of the AIDA model stand for global message delivery?
attention, interest, desire, action
what is the correct order of the psychological approach to market promotions
attention, interest, desire, action
which of the following is not a part of the advertising over adoption process stages?
awareness interest decision buying**** evaluation and trail
the purpose of promotion is
both a and b to provide information and to send a message
is there a procedure or structure to market research?
A and B are correct no procedure, no methodology
Which of the following is NOT a kind of advertising?
A) Pioneering B) Competitive C) Reminder D) Global *
Match the term that describes this definition; Innovation comes from improving how the customer obtains the benefits of a service when getting a core job done.
A) Supplementary service innovation B) Service delivery innovation * C) Core service innovation D) New service innovation
choosing an advertising medium depends on all of the following except
A) The organization's promotion objectives. B) The characteristics of the target market. C) The funds available for advertising. D) Advertising agencies experience ****
Which of the following falls within the duties of HR:
A) Training B) Safety C) Staffing D) All of the above are duties of HR*
MACA. Which of the following are part of the AIDA Model?
A) attention * B) assertion C) interest * D) desire *
______ as they present data related to sales, profitability, market potential, ROI, most anything that can be analyzed quantitatively
A) diagnostic * B) descriptive C) predictive D) explorative
Market segmentation based on sources of _____ _______ for the product category is relevant for both consumer and organization markets.
A) purchase influence * B) product usage C) product influence D) purchase usage
Which of the following is the process of defining the way work will be preformed and the tasks that a given job requires.
A) selection B) recruitment C) job design * D) job analysis
Which of the following most closely illustrates the components of the AIDA model? MACA
A. A- Action * B. A- Attention * C. D-Desire * D. I- Interest * E. None of the above.
Which of the following is NOT a potential benefit for the Chiropractor in regards to Market Research?
A. Ability to identify and explore market opportunities B. Ability to estimate demand, business levels, and return on investment C. Ability to track industry and competitive trends D. Ability to instantly change customer attitudes *
Producers sharing in ad costs with wholesalers or retailers is referred to as which of the following?
A. Advertising allowances B. Cooperative advertising * C. Dual-action retail ads D. Viral advertising
What are good strategies to use when adopting Integrated Marketing Communications?
A. Avoid Duplicate Messages B. Capitalize on Synergy of Integrated Promotional Tools C. Reduce Costs D. All of the Above *
Which of the following refers to the process an organization utilizes to seek applicants for potential employment?
1. Selection 2. Training 3. Recruitment * 4. Job Design
If you utilize the internet as a form of marketing for your business. But want to advertise to a more specific demographic, age group, or area. That specific group of people is known as your _____________________.
1 Club 2 Bubble 3 Demographic 4 Target Market *
This term describes methods that are best used to build overall excitement about a product, service, or idea.
1 Commercials 2 Fliers 3 Ted Talk 4 Public Relations *
In marketing research which of the following provide us with primary data related to a question?
1 Observation 2 Surveys * 3 Questionnaires * 4 Statistical application *
Customer _________ is created when the perceptions of benefits received from a transaction exceed the cost of ownership.
1 Referral 2 Dissatisfaction 3 Expectation 4 Value *
If you seek to further define a problem for a more precise study, what type of research are you doing?
1 Tedious 2 Solving 3 Problem 4 Descriptive *
Three categories of promotion are: (MACA)
1. Advertising * 2. Public relations * 3. Publicity * 4. Product
Market research questionnaires should NOT:
1. Be Related to Research Objectives and Questions 2. Be Clear and Understanable 3. Be Ambiguous * 4. Consider the Intellect of Potential Respondents
The practice of human resource management is comprised of a sequence of steps. Select the correct order.
1. Development and evaluation, staffing, employee relations, planning, compensation 2. Staffing, panning, compensation determination, employee relations 3. Staffing, employee relations, development and evaluation, planning, compensation determination 4. Planning, staffing, development and evaluation, compensation determination, employee relations *
Which of the following is NOT a type of human capital?
1. Experience 2. Training 3. Intuition * 4. Judgment
Use of caller ID and automated screening and answering devices as a means to protect ones privacy are examples of which of the following?
1. Gatekeeper technologies * 2. Spam blockers 3. Identity theft protection 4. Privacy Act of 1974
Which of the following is NOT part of what the chiropractor should do to enact the best use of CRM strategy?
1. Implement from the top down 2. Be result driven 3. Be organized * 4. Communicate
Which of the following is not a benefit of a "brand"?
1. Instant recognition 2. Influences choices 3. Makes a competitor seem more attractive * 4. Perceived value is increased
Which of the following is NOT one of the four approaches to service innovation?
1. New service innovation 2. Core service innovation 3. Customer service innovation * 4. Service delivery innovation
44. Advertising is the basic function of promotion that benefits ______ buyers and/or ______.
1. Only ; not sellers 2. Both; sellers * 3. Neither; sellers 4. Both; owners
Which of the following is not a way to add value before, during, or after a patient visit in a chiropractic office?
1. Polite and courteous 2. Promptness and on schedule 3. Benefits of treatment outweigh the costs 4. Rushing a patient visit *
A small rectangular box that usually includes text, graphics, and sometimes video to get attention and hold interest describes this type of Internet ad.
1. Pop-up ad 2. Pay-per-click ad 3. Banner ad * 4. Spam ad
__________ is defined as "any unpaid form of nonpersonal presentation of ideas, goods, or services."
1. Publicity * 2. Cooperative advertising 3. Pass along 4. Pioneering advertising
Which of the following is not one of the three categories of promotion?
1. Revenue invested * 2. Advertising 3. Public relations 4. Publicity
What is market research?
1. The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. 2. The systematic process of planning, collecting, recording, and analyzing data relevant to marketing decision making. * 3. Comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact. 4. None of the above
Which of the following would NOT be a benefit of IMC to a small chiropractic practice?
1. To become more well known * 2. To reach potential target markets 3. To target a specific demographic 4. to direct a message at a broad segment
What is not a type of human capital?
1. Training 2. Experience 3. Equipment * 4. Insight
Compensation and benefits can include:
1. Wage and salary administration * 2. Insurance * 3. Sick Days 4. Retirement Plans *
place the following marketing implementation objectives in the correct order
1. awareness 2. interest 3. evaluation 4. design 5. confirmation
Which one of the following is not a policy, practice, or system that influences employee's behavior?
1. behavior 2. attitudes 3. performance 4.skill set*
Companies sometimes use institutional advertising to: (MACA)
1. connect divisions of a company * 2. present the company in a favorable light * 3. advocate causes and ideas * 4. sell a specific product
Marketing research is emphasized as a regular activity and:
1. customers play a meaningful role in product development * 2. a form of insurance against environmental turbulence 3. a safety value for releasing the internal tensions that mask creative capabilities 4. commercial business success
The concept of integrated marketing communications (IMC) is firmly entrenched in which of the following?
1. public relations 2. advertising 3. marketing * 4. social media
Of the following, which is the best option to add value to the patient experience?
1. reducing time spent with the patient 2. expediting re-evaluations 3. optimizing communication and quality of care * 4. receiving treatment from multiple people
The total amount of spending on advertising in 2010 in the United States was more than?
200 billion
how many types of service wholesalers are there?
3
The purpose of promotion is to provide information and send a message about:
A product A service An idea All of the above *
Which of the following is NOT a purpose of promotion in providing information and sending a messages for advertising, publicity, and sales promotion?
A) A Service B) A Product C) An audience* D) An Idea
Which of the following is a core message in IMC that is done through promotional mix elements?
A) Advertising * B) Sales Promotions * C) Direct Marketing * D) Personal selling *
What is a way to teach people how to be oriented?
A) Clear communication * B) Attentiveness * C) Patience * D) Selfness
Which of the following is part of the market research?
A) Define the problem * B) Establish a research design * C) Know your audience D) Specify the sampling procedure *
All of the following are standards for identifying ethical practice except?
A) Greatest good for the greatest number B) Fair and equitable C) Same wage for everyone * D) Respect for basic human rights
Involves field and lab testing, i.e. panels, test markets, retail outlet observations customer behavior actions and reaction often involving the manipulation of variables (dependent-the product vs. independent-store location, price, message, etc.) related to cause and affect relationships.
A. Descriptive research B. Casual research*** C. Market research D. Predictive research
results of marketing research must yield what type of results?
A. Descriptive, including the ability to obtain information about the competition, industry, economy, product, and customers B. Diagnostic, meaning data presented is related to sales, profitability, and any other quantitative data needed C. Predictive, meaning the descriptive and diagnostic information are used to create a forecast, resulting in high degrees of confidence in decision making D. ALL OF THE ABOVE****
What is the purpose of pioneering advertising in marketplace ( Little & Redenbaugh, p. 269)?
A. Develops selective demand for a certain brand B. To promote organization's image and specific products C. Develops primary demand for a product category rather than a specific brand * D. Focuses on the name of an organization or industry
What are some of the ways to develop successful service strategy (Little & Redenbaugh, p. 163)?
A. Discover what are the customer needs B. Ask the correct questions from the customers C. Decide who is the customer D. All of the above*
What are some of the ways to develop successful service strategy (Little & Redenbaugh, p. 163)?
A. Discover what are the customer needs B. Ask the correct questions from the customers C. Decide who is the customer D. All of the above****
What rights do you have as an employee to be treated fairly?
A. Fair and equal pay for the work you do B. Fair and equal benefits C. Fair and equal job responsibilities D. Fair and equal treatment E. All of the above *
The definition of ethics is?
A. Fundamental principles of right and wrong * B. Use of quantitative tools and scientific method to analyze data C. The process of ensuring that employee's activities and outputs match the organization's goals D. An organization where technology, organizational structure, people and processes all work together
All of the following are things the message should accomplish in advertising, except:
A. Get the attention of the consumer B. Go beyond awareness and create interest C. Must create an addiction when customer first uses service * D. Must generate desire for the product or service
What is the specific job function for sales promotion managers ( Little & Redenbaugh, p. 239)?
A. Have independent status and manage company's sales promotion* B. Use mass media selling efforts such as magazines to promote their products and services C. Responsible for managing personal selling D. None of the above
Organizations depend on HR to help establish and communicate policies related to: (MACA)
A. Hiring * B. Discipline * C. Promotions * D. Benefits *
Which of the following is important to consider when understanding the influence of the competitor?
A. How the competitor prices their product or service. B. The market the competitor is targeting. C. How your product/service is positioned and differentiated against the competitor. D. All of the above. *
Which of the following is/are true about Human Capital?
A. Human capital is the economic and productive potential of employee knowledge, training, judgment, intelligence, experience, and actions B. It is a modern term that comes from the study and understanding of human resources management C. Employees like this add value to the organization D. All of the above *
Human resources have which of following necessary quality ( Little & Redenbaugh, p. 299)?
A. Human resources are valuable since high quality workers needed B. It can be rare to find quality skilled workers to do quality work C. It has not substitutes because hard to train high quality employees D. All of the above is true *
What does not go under the promotion objectives?
A. Informing B. Persuading C. Reminding D. Action *
___________________ usually focuses on the name and prestige of an organization or industry.
A. Institutional advertising * B. Product advertising C. Pioneering advertising D. Competitive advertising
Which of the following is not a barrier to Television Marketing?
A. Literacy Rates B. Language Barriers C. Attention Span * D. Availability of Access
Which of the following survey method is less likely to be used to collect data because of slow rate of response (Andale)?
A. Mail* B. Telephone C. Face to face D. Online
_______________ is the systemic process of planning, collecting, recording, and analyzing data relevant to marketing decision making.
A. Market research * B. Targeting C. Hypothesis D. Market advertising
What are the two important and fundamental tools in the marketer's tool kit?
A. Market segmentation and target marketing *
When creating advertising, your promotional objectives should:
A. Match Your Budget B. Be Reasonable and Reachable C. Be Easy to Understand D. All of the Above *
How can market research help chiropractors improve the probability for success?
A. Measuring customer satisfaction and monitoring customer attitudes. B. Tracking industry and competitive trends. C. Going beyond intuition. D. All of the above. *
A study by Bowen, et. al suggests that you should "Hire for the __________, not the job."
A. Organization * B. Money C. Boss D. Cheap Labor
What is the set of activities aimed at selecting and attracting individuals for the various positions that will support the daily needs of the organization and the achievement of organizational goals?
A. Planning B. Development C. Staffing * D. Evaluation
All of the following are examples of value in a chiropractic office EXCEPT:
A. Polite and courteous B. Promptness and on schedule C. The benefits of the visit do not outweigh the cost * D. Successful treatment
The purpose of promotion is to provide information and send a message about:
A. Product B. Service C. Occasion D. None of the above E. All of the above *
Which of the following is an adequate example of how to make customer service part of the overall employee orientation?
A. Teach employees to be people oriented. B. Ensure knowledge of products, services, and administrative procedures. C. Show determination to resolve customer issues. D. All of the above. *
Which of the following is a type of human capital?
A. Training B. Experience C. Judgement D. All of the above *
Human Capital, the organization's employees can be described as which of the following?
A. Training, Experience, Tenure, Intelligence, Relationships and Insight B. Experience, Intelligence, Relationships, Insight, and Judgment, and Training * C. Intelligence, Integrity, Training, Relationships, Experience, and Judgment D. Training, Experience, Relationships, Judgment, Intelligence, and Motivation
Human capital is an organization's employees described in terms of their:
A. training B. experience C. judgment D. All of the above*
Competitive planning includes all of the following except
A. tries to develop selective demand for a specific product or brand. B. goes head-to-head with competitive products by making specific brand comparisons. C. tries to keep the product's name before the public.*** D. emphasizes selective demand
chapter 11 Labor management relations is ______________
A.) the process through which employers and unions negotiate pay, hours of work, and other conditions of employment.* B.) the process that unions and employees agree to what their union dues will cover. C.) the process of covering Labor and management fee schedules. D.) the process of management and finance committee negotiations over employee benefits.
What is not a significance of a "brand"?
A.. Identifies the customers *** B. instant recognition C. facilitate purchase decision D. Associates benefits to the client or potential client
When the customer perceives this kind of value, then the result is not
A.Customer loyalty B.A short-term relationship*** C.Favorable image and reputation in the market area D.Differentiation among competitors.
The three categories of promotion are all of the following except:
Advertising Public Relations Publicity Planning *
What are some promotional mixed elements that a core message in Integrated Marketing Communications (IMC) can be done through?
Advertising Sales Promotions Direct Marketing All of the above *
What are the three categories of promotion? (MACA)
Advertising * Public Relations * Publicity * Direct Marketing
________ are the various means by which the message is communicated to the target market.
Advertising media
All of the following are examples of demographic attributes used to segment consumer markets EXCEPT:
Age Sex Income Height *
Define Public relations.
Any form of non-paid communication
Publicity is defined as?
Any unpaid form of nonpersonal presentation of ideas, goods, or services
What does "AIDA" stand for?
Attention, Interest, Desire, Action *
What is the correct order for the AIDA theory of promotions regarding the consumer's decision to purchase a product?
Attention, interest, desire, action
What are the two factors that influence future buying decisions?
B) Value and satisfaction *
What would be the result if managers stimulate demand without resources in terms of human capital?
B. Consumers will lose confidence in providers
What does direct type of competitive advertising aim for?
B. Immediate buying action *
The most common advertisement on the Internet is a
Banner ad
Which variable/construct is the percentage of respondents having heard of a designated brand?
Brand Awareness
What is step 3 of the Market Research Process?
C. Form hypothesis *
"Upward communication depends on what employees believe leaders do with reported information." Which of the eight communication problems exists here?
C. Trust *
________________ collects data that enables decision makers to determine cause-and-effect relationships between two or more variables.
Casual research
What type of advertising tries to develop selective demand for a specific brand rather than a product category?
Competitive adverstising
What advertising tries to develop selective demand for a specific brand?
Competitive advertising
Looks like I lost my questions...ugg -- but when you see one that has the options of animals as answers... pick the Gecko! (Geico's - Government Employee Insurance Company's - begun in the 1930's - current national mascot.
GECKO
Select the all answers that the AIDA help guide uses to decide whats words and illustrations should communicated for the copy thrust.
Getting Attention* Peaking Interest Arousing Desire* Holding Interest*
Which 4 types of stores had the highest Advertising as a % of sales in Retail Ad Spending?
Grocery Stores
What is the specific job function for sales promotion managers ( Little & Redenbaugh, p. 239)?
Have independent status and manage company's sales promotion*
Promotion jobs of the AIDA model include:
Information
_____________ tries to promote the organization's image, reputation, or ideas.
Institutional Advertising
Rational buying motives are guided by?
Logic/Fact
Which of the following is NOT a result of customers perceiving value in your service?
Negative reviews on social media
The advertising agency Omnicorp Group has its head quarters located where?
New York
What type of innovation comes from the discovery of new or related jobs that a current or new service can help the customer get done?
New service innovation
Data that classifies...non-metric...no order...no ranking quality...no distance quality, i.e. gender, color, salary, demographic is an example of what type of data?
Nominal
According to the notes social media can be a key aspect of integrated marketing communications (IMC) and the messages you send by...
Offering instant feedback to their consumers
List the following market attractive/competitive position matrix steps in the correct order of implementation for.
Project the future position of each market based on expected environment, customer, and competitive trends 4 Choose criteria to measure market attractiveness and competitive position. 1 Assess the current position of each potential target market on each factor. 3 Evaluate implications of possible future changes for business strategies and resources requirements 5 Weight market attractiveness and competitive position factors to reflect their relative importance 2
The process of getting detailed information about jobs is defined as
Recruitment Job Analysis* Job Design Training
Encoding and Decoding depend on a common frame of:
Reference
What is the purpose of reminder advertising?
Reinforce a positive relationship
The primary sequential order of advertising is precipitation, persuasion, reinforcement, and _________.
Reminder
_______ is a strategy used by many organization nowadays to build and maintain customer relationships by adding value to the product or service from a service standpoint
customer relationship management
Data that already exists not for the purpose of the study is an example of:
Secondary Data
Information previously collected for some other problem or issue is known as?
Secondary data
What is the first step in developing a Successful Service Strategy?
Select the innovation focus *
What are service strategies built upon?
Unmet customer needs
In terms of business, which of the following best describes the worth in monetary terms of the technical, economic, service, and social benefits a customer receives in exchange for the price that is paid for the market offering?
Value
What is the most important informal means of communication to consumers?
What is the most important informal means of communication to consumers? 1. advertising 2. word-of-mouth * 3. sponsorship 4. sales promotion
Copy Thrust is defined as?
What words and illustrations should communicate
What is, the process of ensuring that employees' activities and outputs match the organization's goals?
Workforce Analytics HR Planning Talent Management Performance Management *
Choose one way in which Integrated Marketing Communications (IMC) has been a key strategy in promotion and planning.
a) It is an opportunity to gain delayed feedback from customers and clients. b) The opportunity to significantly reduce spending for advertising. * c) It relates solely to the media sources of TV, radio, magazines, and newspapers. d) It has the ability to reach fragmented market segments with a specific set of wants, needs, personalities and lifestyles.
Choose the best answer that defines what recruitment is?
a) The Process of getting detailed information about jobs. b) The process through which the organization seeks applicants for potential employment. * c) The process of defining the way work will be performed and the task that a given job requires. d) The policies, practices, and systems that influence employees' behavior, attitudes, and performance.
What would be some factors to look at when one is trying to understand the influence of their competitor? Answer all that apply.
a. Are they taking a reactive vs proactive approach? * b. What markets are they targeting?* c. What do they say about us?* d. How are our products/ services different than theirs?*
Which of the following is NOT a step in the market research process?
a. Define the problem b. Establish a research design c. Buy a location * d. Formulate a hypothesis
What components of step 7 "present the findings?" MACA
a. Highlights the problem * b. Covers key findings * c. Reflects the research problem and is a function of the research design d. Gather demographic information to cross-tab with respondents
One of the goals of ____________________________ is the management of various activities designed to enhance the effectiveness of an organization's workforce in achieving organizational goals.
a. Human Resource Management * b. Public Relations c. Quality Control d. Being a Boss
This person is specially trained to deal with all of the aspects of human resources including recruiting, staffing, pay, benefits, training and development, evaluation, labor relations, EEO, other employee complaints, compliance with federal laws protecting employees, and much more.
a. Human resources manager* b. Marketing officer c. Chiropractor d. Chiropractic Assistant
Which of the following is NOT a significance of a brand?
a. Influence choice b. Build value c. Instant recognition d. Dissociate benefits from provider *
In terms of managing human resources, recruitment and and selection include...
a. Job postings b. Interviewing c. Testing d. Coordinating use of temporary employees e. All of the above***
What are the stages a really new product idea goes through from beginning to end? MACA
a. Market introduction * b. Market growth * c. Market maturity * d. Sales decline *
When companies have effective human resource management, which of the following tends to result?
a. More innovative b. Greater productivity c. More favorable reputation in the community d. All of the above *
Which of the following are parts of the advertising objectives? MACA
a. Position Brands * b. Obtain Outlets * c. Ongoing Contact * d. Get immediate action *
Which function of the HR department is responsible for coordinating incentive pay, retirement plans, and profit sharing?
a. Recruitment and selection b. Performance management c. Compensation and benefits * d. Employee Relations
Which of the following is a way that a chiropractor would NOT develop a service strategy?
a. Select the service focus b. Uncover customer needs c. Prioritize customer needs d. Do not develop a service strategy *
Which of the following is NOT a purpose of promotion?
a. Send messages about a product b. Send messages about a service c. Send messages about an idea d. Target market *
Why would it be important to make sure that every team member in your advertising team or agency is in sync and coordinated by similar efforts? Answer all that apply
a. To deliver a clear and concise message * b. To maintain consistency in the message* c. To avoid a confusing message* d. To make sure everyone is paid equally
What do you call loading truck trailer or flatbed trailers on rail cars to provide both speed and flexibility?
a. Transporting b. Containerization c. Piggyback Service * d. Storing
What is a customer relationship NOT built upon?
a. Trust b. Personal History c. Reliability d. Flexibility *
Customer Relationship Management is built on what? MACA
a. Trust * b. Honesty c. Personal History * d. Reliability *
How can you as a small chiropractor use IMC?
a. Understand your target audience b. Decide on a core strategy statement c. Select channels appropriate to your target markets d. All of the above *
Which of the following is not an example of Human Capital?
a. insight b. relationships c. motivation * d. training
what are some characteristics of customer service
a. politeness b. promptness c. professionalism d. personalization e. ALL OF THE ABOVE****
In managing human resources, leaders need to recognize the uniqueness of their people, their employees, as an ___ to the organization.
a.Asset* b.Toy c. Rug d. Boss
Brand Equity is the __________ with which a brand endows a product.
added value
customer service does which of the following for a business?
adds value to your service and products
what are the 3 categories of promotion
advertising public realtions publicity
all of the following are categories of promotion, EXCEPT
advertising public relations publicity business strategy*****
which of the following is not a category of promotion
advertising public relations publicity public talks***
one important step in the marketing segmentation process is creating a homogenous segment. a part of this is understanding the potential buyers wants, needs, and likely response to differences in elements of the marketing mix, these elements are knowns as the 4 P's.. they include, product, price and what 2 others
both a and c place and promotion
what type of research collects data that enables decision makers to determine cause-and-effect relationships between two or more variables?
causal research
what is the 5th step in marking research?
collect the data
a chiropractor must enact the best use of CRM strategy by all of the following except
communicate empower staff create a strict culture**** track, follow up, and measure results
many countered forbid _____ advertising. but in the united states, the FTC decided to encourage then because it thought they would increase competition and provide consumers with more useful information
comparative
HRM practices must result in the greatest good for the largest number of people. Employment practices must respect basic human rights of privacy, due process, consent, and free speech. Managers must treat employees and customers equitably and fairly.
don't really know what this question was
____ is the source deciding what it wants to say and translating the message
encoding
Exploratory research
establish priorities and decides how to proceed
Another development is increased _______ as a means of protecting one's privacy against intrusive marketing practices such as by telemarketers and illegal scam artists.
gatekeeper technologies
what are the methods of promotion
personal selling mass selling sales promotion all of the above***
which of the following promotional objectives utilize the customer's desire as a marketing tactic
persuading
what type of advertising tires to develop primary demand for a product category rather than demand for a specific brand?
pioneer advertising
what is not a type of product advertising?
pioneer advertising institutional advertising*** competitive advertising reminder advertising
what are examples of product advertising?
pioneering advertising competitive advertising reminder advertising
how can you best prepare for surprises in business?
plan for every eventually
in marketing, many companies have a tendency to ______ and _______ most anything, including brands, products, and services among the competition
positon, differentiate
what is the correct order of developing a service strategy?
select the innovation focus uncover customers needs prioritize customer needs develop a service strategy
Advertising objectives should be ___________.
specific
_________ is the value and performance of two or more strategies combined?
synergy
when using objectives to guide your implementation of your advertising plan, which one of these does not fall under the "awareness" category
teaser campaigns jingles/slogans competitive adds**** viral advertising
In 2010, which of the following types of media received the highest percentage of funding?
television and cable
Which form of advertising media is most costly?
televison/cable
what does the promotion part of the marketing mix involve (according to the week 10 power point)
telling target customers that the right product is available at the right place at the right price
which of the following is true regarding publicity of an organization?
the information may be positive or negative
which of the following are required to develop an integrated marketing mix of relative weights to particular communication objectives
the information requirements of potential buyers the nature of the offering the nature of the target markets the capacity of the organization
what has evolved a the most prominent method of delivering an integrated marketing communications (IMC) message?
the internet
choose one way in which integrated marketing communications has been a key strategy in promotion and planning
the opportunity to significantly reduce spending for advertising
Labor management relations is ______________
the process through which employers and unions negotiate pay, hours of work, and other conditions of employment.*
which of the following in the primary tool used to gather quantifiable data in the marketing research process
the questionnaire
marketers look for the following specific results yielded from research efforts except?
valuable*** descriptive diagnostic predictive
_________ means getting something we want or need at a fair price, considering benefits of technical, economic, social, and service.
value
the fun mix of benefits that the brand and service promises, and upon which it is positioned against the competition describes what?
value proposition
