ch5 final exam mar
brand
A firm can use its website well to build its ___image and to educate customers about its product and services.
A product category in the growth or early maturity stage of the product life cycle A brand that the firm wishes to reposition A product category where competition is intense
A firm would likely decide to use persuasive advertising for which of the following product situations? (Select all that apply.)
relational
A sales philosophy and process that is committed to maintaining sales over the long term and investing in opportunities that are mutually beneficial to all parties is ___ selling, which is heavily dependent on personal selling.
advertising
According to the AMA, ______ is "the placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/or persuade members of a particular target market or audience about their products, services, organizations, or ideas."
emotional
Advertisers combine two main types of appeals: informational and ___
Product Idea Service
Advertising is a paid form of communication, delivered through media from an identifiable source, about which of the following? (Select all that apply.
communications
Advertising, personal selling, sales promotion, direct marketing, and public relations are among the many communication disciplines that make up IMC, which refers to integrated marketing ______.
Sales presentation
Although reservations can arise at any time during the personal selling process, they are especially likely to arise during which stage?
order getter
Among the responsibilities of a(n) ______ is following up with the customer, especially in B2B situations, to build the relationship and make sure the customer is satisfied.
commitment
Closing the sale means obtaining ______ from the customer to make a purchase.
ftc
Defines deceptive and unfair advertising practices
situation
Depending on the sales ______ and the buyer's readiness to purchase, the salesperson may not use every step in the personal selling process.
informative
During the early stages of a product's life cycle, _______ advertising should be used in order to create and build brand awareness. (Enter one word in the blank.)
fcc
Enforces laws that prohibit or limit obscene, indecent, or profane language
message
Firms must provide the target audience with reasons to purchase their products or services. These reasons are conveyed through the ______.
decode
For one person, the Taco Bell logo might mean a dieter's worst nightmare, but for another it can mean a great meal. This exemplifies the fact that each receiver may ______ a given message differently.
Sales promotions
Free samples, point-of-purchase displays, sweepstakes, and contests are all examples of which of the following IMC strategies?
reach x frequency
Gross rating points equals
attitudes
How and whether customers make future purchases depends on ______ customers develop after the sale.
sender
If Wendy's airs a television advertisement delivering a message about a special promotion at its restaurants, Wendy's is the ______ in the communication process.
company sales force
If a company chooses to sell through a(n) ______, this means that it employs its own salespeople.
Whether or not the receiver is a user of the firm's product
Imagine that a firm sends out a message in the form of a print advertisement for a product. Which of the following elements is most likely to contribute to how receivers decode the message differently?
mutually beneficial
In relationship selling, the buyer and seller invest in opportunities that are ______.
frequency
Marketers measure the ______ of exposure by how often the audience is exposed to a communication within a specified period of time.
influence
Marketing communications ______ consumers by making them aware that a product or service exists or by increasing their purchase intent.
develop plans
Once a salesperson has learned about the customer, the next step is to conduct additional research and ______ for meeting with the customer.
sales presentation
Once background information has been obtained, and the objectives for the meeting are set, the salesperson is ready for the ______.
coupons
One of the great advantages of ______ is that they stimulate demand for both new and existing, mature products
coupons
One of the great advantages of ______ is that they stimulate demand for both new and existing, mature products.
media
One of the largest expenses in the advertising budget is the ___ buy, which refers to the actual purchase of airtime or print pages
promotional
One of the primary characteristics of advertising is that advertising is a ______ form of mass communication.
B2B
Personal selling is an important component of many IMC programs, especially in ______ settings.
Growth
Persuasive advertising most often occurs in which stage of the product life cycle?
reminder
Products that are in the maturity stage of their life cycles and have established market acceptance will often use ___ads so as to continuously stay in the minds of the consumer.
Lifestyle Autonomy
Professional selling can be a satisfying career for which reasons? (Select all that apply.)
Handling unfavorable stories or events Maintaining positive relationships with media Maintaining a positive image
Public relations is the organizational function that oversees a company's communications to achieve a variety of objectives including which of the following? (Select all that apply.)
Maintaining a positive image Handling unfavorable stories or events Maintaining positive relationships with media
Public relations is the organizational function that oversees a company's communications to achieve a variety of objectives including which of the following? (Select all that apply.)
fda
Regulates package labeling and definition of terms (e.g., light, organic) and requires disclosure statements (e.g., warning labels, dosage requirements)
Sales force
Sales management involves the planning, direction, and control of personal selling activities as they apply to which of the following?
Training and motivating Compensating and evaluating Personal selling activities
Sales management involves the planning, direction, and control of which of the following? (Select all that apply.)
product
Samsung's advertising campaign to introduce the Galaxy S4 smartphone is an example of ___ -focused advertising.
direct marketing
Telephone, mail, infomercials, catalogs, and e-mails can all be considered part of ______.
It is expensive to use. It may increase awareness of competitors' products.
Television is one of the most effective media outlets an advertiser can use in executing an ad campaign. There are, however, downsides to using this approach. Which of the following is a disadvantage of using television?
AIDA
The "think, feel, do" model for the mental stages a consumer goes through is more formally called the ______ model.
sender
The ______ refers to the originator of the message in the communication process.
first
The ______ step in the selling process is to generate a list of potential customers and assess their potential.
Follow-up
The attitudes customers develop after the sale become the basis for how they will purchase in the future. This fact highlights the importance of which step in the personal selling process?
Promotion
The integrated marketing communications process refers to which of the six Ps in the marketing mix?
aida
To create an effective IMC program, marketers need to move consumers through a series of mental stages for which there are several models, the most common being the___ model.
False
True or false: When first creating an IMC campaign, firms should avoid focusing on the long term.
deals
Using ______ as a type of sales promotion is beneficial because they can encourage consumers to try out a product at reduced risk, but they can be detrimental because they reduce perception of value for the product or service.
social
Using the Internet to communicate about product preferences with other shoppers is called ___ shopping
personal selling
When a buyer and seller communicate with each other, and the seller's goal is to influence the buyer to make a purchase, this is known as ______.
product-focused
When a company's advertising is focused on informing, persuading, or reminding consumers about the company's specific offerings, it is referred to as ______ advertising.
marketing communications
When a firm influences the actions of a consumer, the firm has probably done so through ______.
sales promotions
When a firm tries to encourage consumers directly to purchase a particular product or service by offering some sort of special incentive, this is known as ______.
sales promotion
When companies try to entice customers to make purchases by offering special incentives or excitement-building programs, including loyalty programs, contests, etc.they are using ___ ___
objective-and-task
When marketers set communication objectives, choose media, and determine costs for each communication type chosen, they are using the ______ IMC budget method.
cross-promotion
When two or more firms join together to reach a specific target market through a sweepstakes, coupon, or other promotion, this is known as ______.
Determine which media best reach the target market Identify the cost of the necessary communications Establish a set of communication objectives
When using the objective-and-task method to determine a budget, marketers must take which of the following steps? (Select all that apply.)
FTC
Which federal agency has the general purpose of enforcing federal consumer protection laws?
FCC
Which federal agency has the general purpose of regulating interstate and international communications?
Personal selling
Which of the following IMC strategies explicitly refers to a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision?
Direct marketing
Which of the following IMC strategies refers to communicating specifically with target customers to elicit a response or transaction?
Identify the objectives of the advertising campaign Indicate how the firm can determine whether the campaign was successful Analyze the marketing and advertising situation
Which of the following are key components of an advertising plan? (Select all that apply.)
Order taking Sales support Order getting
Which of the following are the most important roles a salesperson has to play? (Select all that apply.)
Specific and measurable
Which of the following best describes the goals a firm should set for an IMC campaign?
Advertising
Which of the following is the most visible IMC component?
Salespeople are very expensive to train.
Which of the following is the primary reason firms must be careful about hiring the correct salespeople?
It is most successful when both firms have identical target markets.
Which of the following is true of cross-promotion?
Advertising spending will fluctuate over the course of the product life cycle. Firms must understand how advertising will help them meet objectives.
Which of the following is true of the process of determining an advertising budget? (Check all that apply.)
Features of products and services Where customers can purchase products
Which of the following pieces of information should be communicated to customers through a company's website? (Select all that apply.)
Order financing
Which of the following roles does a salesperson NOT play?
personal selling
Xerox sells to different customers in different sales situations. Their salespeople must determine what steps to use in the ______ process in order to capture customer commitment.
Personal selling
___ is an essential part of a firm's integrated marketing communications strategy.
sales
___ promotions are special incentives or programs that encourage consumers to purchase a product or service and may include coupons, rebates, contests, free samples, or point-of-purchase displays.
Reach
______ describes the percentage of the target population exposed to a specific marketing communication, such as an advertisement, at least once.
Personal selling
______ is an essential part of a firm's integrated marketing communications strategy.
coupon
is an offer that reduces the price of specific items at the point at which the items are purchased.
Advertising or IMC
plan identifies the objectives of the advertising campaign and clarifies the strategies which will be used to accomplish the objectives.
relations
public ___is the organizational function that manages the firm's communications and supports other promotional efforts. (Enter one word in the blank.)
