Chapters 16-20

____ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.

Cause-related marketing

Under Armour is establishing a ______ pricing objective to maintain or increase its product's sales in relation to total industry sales.

Market share

Price is considered to be the variable in the marketing mix that is

Most flexible.

____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

Public relations

____ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.

Publicity

Odd-even pricing is

a psychological pricing strategy.

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n)

advertising objective

The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called

approach

When Gabriella logs on to Dell's website, she sees a notebook model priced well below $1,000. As she continues through the site to view the other options, she realizes the first one she saw was the cheapest model available, but she of course wants more features. Dell is utilizing

bait pricing

The oldest form of exchange trading of products is known as

barter

An advertising platform is the

basic issue or selling point that an advertiser wishes to include in an advertising campaign.

The ____ stage of the personal selling process is when the salesperson asks the prospect to buy the product.

closing

A sharing of meaning defines

communication

If Target were to base its advertising appropriation on the amount that Walmart spends, it would be using the ____ approach.

competition matching

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _______ advertising.

competitive

When a seller's costs are usually determined during or after a product is made and then a specified percentage or dollar amount is added to the cost to establish a price, an organization is using ____ pricing.

cost-plus

When establishing prices, a marketer's first step is to

develop pricing objectives.

The last stage in the development of any advertising campaign is

evaluating the effectiveness of advertising.

Which of the following is most likely to stimulate customer loyalty?

frequent user incentives

An ad's ____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

headline

Effective management of integrated marketing communications is based upon

information about customers

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications.

When encoding the message, the source should use signs that have

meanings that the target market will understand

The public relations department at Lowe's Home Improvement submits one page of typewritten copy to national newspapers and news web sites to announce its one-day, nationwide clean-up-local-parks event. This is an example of a

news release

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ____ in the communication process.

noise

Sellers that emphasize distinctive product features to encourage brand preferences among customers are practicing

nonprice competition

Marketers must take steps to make sure that the pricing objectives they set are consistent with the organization's ____ objectives and ____ objectives.

overall; marketing

Selective demand is demand for a

particular brand

The "White Sale" that many department stores have every year a few weeks after Christmas is an example of

periodic discounting.

Signs, counter pieces, racks, and self-service cartons are all forms of

point of purchase displays

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

promotion

Advertising, personal selling, sales promotion, and public relations are called

promotion mix ingredients

Price leaders, comparison discounting, and special-event pricing are applications of

promotional pricing.

The three general types of media schedules are

pulsing, continuous, and flighting.

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of​

reach

Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___.

receiver; decodes

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ____ advertising.

reminder

Most pricing objectives based on ____ are achieved by trial and error because not all cost and revenue data are available when prices are set.

return on investment

The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of

salespeople

When consumers are making do with less expensive products and shopping more selectively, manufacturers and retailers must focus on the ____ of their products.

value

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?

word of mouth communication

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a

press conference

What are the four elements (sometimes called the 4 Ps) of marketing?

price, product, promotion, and place

If an organization sets prices to recover research and development expenses and establish a premium quality image for its product, it would be using a ____ pricing objective.

product quality

Services that are performed by lawyers, dentists, or doctors are typically priced using ____; sometimes these prices are not based on the amount of time that is spent in each situation, but are based on a flat fee regardless of the difficulty involved.

professional pricing

Markup is measured either as a percentage of ____ or a percentage of ____.

selling price; cost

Chris is planning three sales during the third quarter of the year at Toys R' Us. The first is at the beginning of the school year, the second is the week before Halloween, and the third is Black Friday. These sales would be considered to be

special-event pricing.

When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a

storyboard

Price is

the value that is exchanged for products in a marketing transaction.

A product that has more features than those of its competition, or that is perceived to be of higher quality, warrants using which type of pricing strategy?

Premium pricing

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is

personal selling

Sayyid's company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company's sales records. Sayyid is

prospecting

Bundle pricing may be perceived to be of value by customers because

they prefer buying a combination of bundled products in a single transaction, which saves time, effort, and perhaps money.