Exam #4
trial close
"Mrs. Brucker, you would agree that this is the most attractive car interior in this price range, wouldn't you?" Cliff Davis, a salesperson at Midtown Ford, was using a(n) ___________ when he made this statement.
dealer loader
A __________ is a gift to a retailer who purchases a specified quantity of merchandise.
competitive advantage
A __________ is created when a company matches its core competency to opportunities it has discovered in the marketplace.
core competency
A __________ is something that an organization does extremely well and may give a company an advantage over its competition.
deceptive
A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____________ advertising.
handshaking.
A common form of tactile communication in U.S. business activities is
determine sales force size.
A company may determine how many sales calls per year it needs to serve customers effectively and divide that by the average number of sales calls made by one salesperson in order to
firm matches a core competency to opportunities it has discovered in the marketplace.
A competitive advantage exists when a
sustainable
A competitive advantage that cannot be readily copied by the competition is referred to as a(n) __________ advantage.
sales promotion.
A consumer contest is an example of
panel of potential buyers of the advertised product brought together to pretest an advertising message.
A consumer jury is a
communications audit.
A content analysis of an organization's messages, readability studies, and readership surveys are all tools used to conduct a(n)
a gift to a retailer who purchases a specified quantity of merchandise.
A dealer loader is
identifying prospects.
A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of
it can be rather expensive.
A disadvantage of organizing a firm's marketing unit by products is that
environmental monitoring.
A firm can identify changes in public opinion that affect it by conducting
products.
A firm that markets diverse products would most likely base the organization of its marketing department on
regions.
A firm that wants to put more senior management personnel into the field, to get closer to customers, and to enable the company to respond more quickly and efficiently to competitors would probably organize its marketing unit on the basis of
corporate identity.
A firm's unique symbols, personalities, and philosophies comprise its
market.
A group that has the willingness, ability, and authority to buy a product is a
media plan.
A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n)
can provide large amounts of free media coverage.
A major benefit of using event sponsorship is that it
is very expensive per contact.
A major disadvantage of personal selling is that it
not newsworthy.
A major reason why a substantial amount of publicity material is rejected by media personnel is that the material is
the right combination of circumstances and timing that permit an organization to take action to reach a particular target market.
A market opportunity results from
d) magazines.
A marketer that wanted to include detailed information in advertisements would most likely use a) radio. b) television. c) outdoor displays. d) magazines. e) mass transit.
provides a framework for implementing and controlling marketing activities.
A marketing plan
executive summary.
A marketing plan usually begins with a(n)
types of customers.
A marketing unit can be organized according to functions, products, regions, and
a manufacturer.
A missionary salesperson is usually employed by
advertising.
A paid form of nonpersonal communication about an organization and/or its products that is transmitted to a target audience through a mass medium is
order taker.
A person who primarily seeks repeat sales is called a(n)
source.
A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a
minimize nonselling time.
A primary goal of routing and scheduling decisions in personal selling is to
a) structured, inflexible workday.
A sales career can offer all of the following except a a) structured, inflexible workday. b) high income. c) great deal of freedom. d) high level of training. e) high level of job satisfaction.
field order taker.
A sales representative for Coca-Cola travels to various restaurants to determine how much syrup the customer needs for the coming period. This sales representative would be classified as a(n)
the preapproach.
A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during
several times during the sales presentation.
A salesperson should try to close the sale
listening carefully to questions and comments and watching reactions during the sales presentation.
A salesperson will be better able to determine the prospect's specific needs by
flighting.
A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as
empowerment.
A server in a fine restaurant has the authority to give a complimentary dessert to a dissatisfied customer when the customer complains about the meal or service. This is an example of
communication.
A sharing of meaning defines
news release.
A single page of typewritten copy that has 300 words or less and describes a company event or product is called a
reduce sales fluctuations.
A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to
a temporary period of optimum fit between the key requirements of a market and the particular capabilities of a firm competing in that market.
A strategic window is
technical salesperson.
A support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a(n)
dealer listing.
A television advertisement for Miracle-Gro lawn fertilizer indicates that the product is available at Kmart and Wal-Mart. This form of sales promotion is called a(n)
Product advertising
A television advertisement showing the safety features of the Volvo "Cross Country" Wagon would be best classified as which of the following?
a buying allowance.
A temporary price reduction to resellers for purchasing specified quantities of a product is
cost comparison indicator.
A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called a(n)
push money
Aaron Epstein tells his fellow retail salesperson at Zales Jewelers that during the second quarter he is going to sell all the Alance watches he can and use his extra earnings to go to Cancun. He exclaims, "Can you believe the __________ program they have on for this quarter?"
b) cash contributors.
According to the Boston Consulting Group, marketers may classify their products as all of the following except a) dogs. b) cash contributors. c) question marks. d) stars. e) cash cows.
having a small share of a growing market and requiring large amounts of cash to build market share.
According to the Boston Consulting Group, question marks are characterized as products
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 these products.
According to the text, a market is defined as
80 percent of profits come from 20 percent of customers.
According to the text, the 80/20 rule suggests that
b) There is no single approach to organizing a marketing unit that works well in all businesses.
According to the textbook, which of the following statements is most accurate? a) A small company always should organize by products, and a large organization should organize by regions. b) There is no single approach to organizing a marketing unit that works well in all businesses. c) Some organizations, by nature, have no specific internal structure. d) Organizing by type of customer works best for companies with few groups of customers. e) Using several bases for organizing leads to uncoordinated marketing management.
a 15 percent commission paid by the media from which it makes purchases.
Advertising agencies typically receive
Convenience goods
Advertising appropriations are largest for which type of product?
communication
Advertising campaign objectives that are aimed at making customers' attitudes more favorable are stated in ________ terms.
institutional
Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called __________ advertising.
Finding prospects
Advertising that encourages customers to send in reply cards for additional information aids salespeople in achieving which goal of personal selling?
pioneer
Advertising that focuses on stimulating demand for a product category is called _____ advertising.
reminder
Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is _____ advertising.
promotion mix ingredients.
Advertising, personal selling, sales promotion, and public relations are called
evaluate whether each prospect is able, willing, and authorized to buy the product.
After compiling a list of potential customers, a salesperson must
a market opportunity.
After determining that consumers had concerns about fat and carbohydrates, Sardino's Pizza began offering a low-fat, low-carb pizza product. The creation of this new product was the result of
media
After developing the budget for advertising GEO automobiles, marketing managers at General Motors then determined what proportion of that budget would be spent on magazine, television, and radio advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) _________ plan.
developing the media plan.
After the advertising budget is determined, the next step in creating an advertising campaign is
defining the advertising objectives.
After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by
consistency; flexibility
All marketing mix decisions must have two characteristics: ___________ and ___________.
d) annual reports.
All of the following are examples of publicity-based public relations tools except a) press conferences. b) feature articles. c) news releases. d) annual reports. e) news stories.
b) coordinating sales promotion efforts.
All of the following are key areas of sales force management except a) compensating salespeople. b) coordinating sales promotion efforts. c) recruiting salespeople. d) training sales personnel. e) motivating sales personnel.
demonstrations
Although Maybelline would like to use ______ as a consumer sales promotion method, this method has extremely high labor costs that are more affordable for higher-end make-up companies such as Clinique and Estée Lauder.
channel capacity
Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ___________ consideration in effective communication.
sales promotion.
An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is
reminder
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.
headline
An ad's ___________ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.
expedient.
An advantage of the arbitrary approach for determining the advertising appropriation is that it is
reduce sales fluctuations.
An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to
an advertising agency.
An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or
basic issue or selling point that an advertiser wishes to include in an advertising campaign.
An advertising platform is the
competitive products lack.
An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that
strengths and weaknesses
An analysis of ___________ examines internal factors that give the organization certain advantages and disadvantages in meeting the needs of its target markets.
types of customers.
An appliance manufacturer that sells to large retail stores, wholesalers, and institutions would probably organize its marketing unit on the basis of
cooperative advertising.
An arrangement in which a manufacturer pays a certain amount of a retailer's media costs for advertising that manufacturer's products is
buzz marketing.
An attempt to create a trend or acceptance of a product through word-of-mouth communication is called
pretest.
An evaluation performed before an advertising campaign begins is a
performance standard.
An expected level of performance against which actual performance can be compared is a
mission statement.
An organization's business goals should be derived from its
viral marketing.
Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as
trade sales promotion method.
Any marketing tactic used to stimulate wholesalers and retailers to carry a producer's products and market those products more aggressively is a
noise.
Anything that reduces the accuracy and clarity of communication is called
illustration and the layout.
Artwork, a major part of most advertisements, consists of the
encoding
As Emily Jeffries prepares the script for a radio commercial for her boutique, she is engaging in the _______ stage of the communication process.
message.
As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising
coupons
As Quaker Oats tries to decide how to introduce its new line of breakfast bars, it considers all the advantages and disadvantages of the various consumer sales promotion methods. After careful consideration, Quaker Oats decides to use _____, which are the most widely used form of consumer sales promotion.
headline.
As Will Marcum reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the
a) show how a product is used.
As a promotional strategy, using coupons strives to achieve all of the following except a) show how a product is used. b) increase sales volume quickly. c) introduce new package sizes. d) prompt trial usage of a new product. e) attract repeat users.
handshake
As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners. A(n) ___________, which is a form of tactile communication, concludes the session.
kinesic
As they walk to the car, Erin Brandeis tells her sales representative, Joachin Perez, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ___________ communication to Joachin.
Missionary salesperson
Assisting the producer's customers in selling to those customers is the major purpose of which type of salesperson?
centralized
At Mrs. Fill's Cookie Co., top-level managers delegate very little authority to lower-level employees. Mrs. Fill's is a(n) ___________ organization.
premium.
At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of a
stars.
Based on the work by the Boston Consulting Group, products with a dominant share of the market and good prospects for growth are
sustainable competitive
Because of its highly efficient and low-cost distribution system, Walmart has a _________ advantage over Kmart.
preapproach.
Before contacting prospects, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This process is called
advertising platform.
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
public relations.
Belinda works for Burger King and her responsibilities include maintaining favorable relationships between the organization and its stakeholders. Belinda works in
retaining existing customers.
Blockbuster offers its customers a Blockbuster Rewards Card that allows them to rent every sixth movie free and provides various discounts throughout the year. The primary promotional objective of programs such as this is
customer relationship management
Borders Books uses technology to help them identify specific customers, establish interactive dialogues with them to learn about their needs, and combine this information with their purchase histories to customize products to meet those needs. Borders Books is using the _____ approach.
identifying prospects.
Bowflex uses infommercials 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
proxemic
Brandon walks around behind purchasing agent Shannon Wise as she looks at the pamphlet describing Hyster's new conveyer system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not understand the ___________ communication Shannon is sending.
brands that are attempting to compete with market leaders.
Brands that are promoted through comparative advertising are most likely to be
television
Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that __________ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists.
are only as good as the organization's understanding of the needs of the target market.
Business decisions made in creating a marketing mix
primary demand.
By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate
unaided recall test.
Carla is stopped by a researcher at a shopping mall and asked what was last television commercial she remembers seeing was. This is an example of a(n)
customer referrals.
Carlos generally makes cold calls on businesses to look for new prospects. He has many satisfied customers, but like many salespeople, he does not frequently utilize one of the best ways to find new prospects, which is through
least efficient component of the communication process.
Channel capacity is determined by the
storyboard.
Chelsea Collins walks her client, Kaptain Korn president Steve Gonski, through her agency's proposed television campaign for the product's introduction. In doing so, she moves from square to square on the
during the follow-up step.
Cheyenne calls to see if her customer's new hardwood floors were installed correctly
integrated marketing communications.
Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack
channel capacity.
Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's
percent-of-sales
Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the __________ approach to determine its advertising expenditures.
during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver.
Communication can be viewed as a circular process because
promotion.
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
public relations.
Communication through the use of brochures, annual reports, event sponsorships, and news stores is referred to as
c) The role of promotion is to stimulate product demand.
Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate? a) Promotion costs cause product costs to be higher. b) Promotion activities make up the bulk of marketing. c) The role of promotion is to stimulate product demand. d) Promotion should be directed toward numerous audiences. e) Most promotional efforts are performed through advertising.
prospecting.
Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for
facilitating reseller support.
Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of
competitive.
Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called
advertising.
Cost efficiency, repetition, and adding product value are all potential benefits of
approach
Creating a favorable impression and developing rapport with prospective customers is a critical part of the ______ step of personal selling.
order getters.
Creative selling, which requires that salespeople recognize a potential buyer's needs and then provide the prospect with the necessary information, is performed by
creating sales territories.
Customer density and distribution are important factors in
all customer-contact points.
Customer relationship management is facilitated by gathering useful data from
relationship-building tools.
Customer relationship management systems cannot be effective unless they are developed as
marketing plan.
CyberCycle Inc., is preparing a written document specifying the activities to be performed to implement and control its marketing activities. This document is called the
Objective-and-task
Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels?
missionary salesperson.
Daphne King of Cleborn Pharmaceuticals tells a sales management class at the state university that her job is to call on doctors and explain the benefits of new prescription drugs that her firm develops. Daphne would call herself a(n)
single-source data.
Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing
prospecting.
Developing a list of potential customers is called
reinforcement
Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ___________ advertising.
A cost comparison indicator
Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines?
motivating salespeople.
Dorothy won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at
field order taker.
Doug Browton travels around to various established customers to see what new office supplies they need. His customers have come to depend on him to check their supplies. Doug is a(n)
noise
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.
trial close.
During his presentation to Mrs. French about a high-end gourmet oven, Brian asks, "Would you prefer black or stainless steel?" This is an example of a
receiver attempts to convert signs or symbols into concepts and ideas.
During the decoding process, the
pulsing
During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)______ media schedule.
Pioneer
During the introduction stage of the product life cycle, which type of promotion would a firm focus on?
they arise.
During the personal selling process, a salesperson, if possible, should handle objections when
channel capacity.
Each communication channel has a limit on the volume of information it can handle effectively. This limit is called
information about customers.
Effective management of integrated marketing communications is based upon
an organized set of activities performed continuously.
Effective motivation of a sales force is best achieved through
customer.
Electronic marketing has greatly improved the ability of marketers to target individual customers. As a result, many feel that marketing's emphasis is shifting from share of market to share of
combating competitive promotional offers.
Factors such as climate, seasons, and holidays tend to lead to the promotional objective of
opportunities.
Favorable conditions in the marketplace environment that could produce business rewards for the organization if acted upon properly are called
institutional
First Union Bank airs a series of radio ads that claim, "We are the friendly bank." This campaign would best be described as __________ advertising.
channel capacity.
For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their
both internal and external
For marketing implementation to be successful, the needs of _________ customers must be met.
function.
Ford has centralized marketing operations with personnel who direct marketing research, distribution, sales, advertising, and so forth reporting directly to the top-level marketing executive. Ford's marketing department is organized by
Coupons
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?
Creating the platform
Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development?
Sales promotion
Frequently, Burger King restaurants offer 32-ounce glasses depicting currently popular movie characters free with the purchase of a large drink. This example illustrates Burger King's use of which one of the following elements of the promotion mix?
preapproach
Garrett Almar tells a fellow buyer at Robins Wholesale Parts that the last salesperson who called on him before lunch was a real loser: "He has done a poor job of ___________. He didn't even know what brands we carry or what types of retailers we service!"
pretest.
General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n)
one or two individuals
Generally, in small firms, ___________ create(s) and implement(s) advertising campaigns.
personal selling.
Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on
consistent; flexible
Gucci Group, a marketer of high-fashion products, achieved a company turnaround by ensuring that its brand had the same image and proper display around the world. It also lowered prices on some items, like handbags, to be more competitive. This illustrates a company working to develop a marketing mix that is both _______ and _______.
marketing plan
Hallaway's Corp.'s new shampoo, VS2, is faltering badly in the market. Hallaway's marketing personnel are unsure who is responsible for various marketing tasks, when these tasks are to be completed, or what resources have been allocated. Hallaway Marketing Director Carolyn Willis said that the problem is that VS2 has the most poorly written ___________ she has ever seen.
sustainable competitive advantage
Harley-Davidson's Harley Owner's Group (HOG) helps to foster strong relationships between riders and their motorcycles, giving it a(n) _____ over other motorcycle manufacturers.
kinesic
Head nodding, winking, hand gestures, and arm motions are all forms of _________ communication.
e) consumer sales promotion methods.
Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered a) trade sales promotion methods. b) consumer incentives. c) consumer sweepstakes. d) buying allowances. e) consumer sales promotion methods.
a target market
High Gliding Air Academy is developing its marketing mix for the coming year. Its managers know that they must first select _________, which may be the most important decision they make in the planning process.
Personal selling
High-priced products usually depend heavily on which promotion mix ingredient?
social audit.
Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders' views of the company. Home Depot should conduct a(n)
sales promotion
Hunt's decided to put a much larger share of its promotion budget into ___________ because of the heavy reliance it will be placing on coupons in the second quarter.
Developing a marketing strategy
Identifying and analyzing a target market and developing a marketing mix to satisfy individuals in that market are essential elements of which of the following parts of strategic planning?
benchmarking.
If Apple measured and evaluated the quality of its goods, services, and processes as compared with those of the best-performing companies in the computer industry, it would be employing
integrated marketing communications.
If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko's would likely be striving to practice
buy-back allowance.
If Green Giant wants to provide its resellers with a secondary incentive to stimulate repurchases after an initial consumer coupon campaign for its latest product, it can offer resellers a sum of money for each unit purchased. This type of sales promotion is a
competition-matching
If Target were to base its advertising appropriation on the amount that WalMart spends, it would be using the ______ approach.
press conference.
If a company calls a meeting to announce a major news event, this is known as a
recognition test
If a consumer is shown a particular advertisement and asked if she has seen it before, a(n) _____ is being performed.
It is easier to measure a salesperson's effects on sales than advertising's effects on sales.
If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool?
have to work longer and harder to generate a certain sales volume.
If a manager tries to form territories with equal sales potential, the territories will usually be unequal in geographic size; this will cause the salespeople with larger territories to
wholesalers.
If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on
love and affection.
If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for
promotes directly to consumers.
If a pull policy is to be used in promoting a product, the firm
communication.
If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of
encourages materialism.
If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion
pulsing
If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ______ media schedule is being used.
price of the promoted product is likely to increase.
If promotion does not do its job of stimulating demand, then the
press conference.
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
promotes only to the next marketing institution down the marketing channel.
If the push policy is used in promoting a product, the firm
Organization by function
If you were a marketing manager, under which type of organizational structure would you most likely be working if your firm were a large business with centralized marketing operations?
centralized at the top levels of the organization.
In a traditional organization, marketing decisions are likely to be
territories should be designed to minimize selling costs.
In designing sales territories, a sales manager considers several major factors. The territories must be constructed so that sales potential can be measured; the shape of the territories should facilitate salespeople's activities to provide the best possible coverage of customers; and
intended strategy; realized strategy
In essence, all organizations have two types of strategy: ___________ is the strategy that the organization decides on during the planning phase, and ___________ is the strategy that actually takes place.
align objectives with the organization's overall objectives.
In establishing sales promotion objectives, a marketer should always
facilitate news coverage of the event.
In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to
feedback
In one corner of its magazine advertisement for office copiers, Epson places a small box asking for the names and addresses of individuals or companies seeking more information. Epson has included this box to facilitate ___________ for this communication.
give information about themselves and their tastes.
In order for customers to receive greater customization and service, they must be willing to
increased relative to advertising.
In recent years the proportion of promotional dollars spent on sales promotion has
a market opportunity
In response to the increase in demand for organic foods, Wegmans, Inc., a regional supermarket, recently created organic food departments within their large stores. The creation of these departments was a result of
source.
In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication
Team selling
In which of the following does the salesperson join with people from the firm's financial, engineering, and other functional areas to engage in the personal selling process?
frequent-user incentive.
Jamba Juice offers its customers a stamp card that allows them to receive a free smoothie after they have filled an entire card. This is an example of a
trade salesperson.
Jana works for Hormel Foods and she frequently sets up special displays and distributes samples of Hormel products to customers in supermarkets. Jana would best be classified as a(n)
prospecting
Janetta Light tells her sales manager that she will be devoting more effort to ___________ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan.
authority
Jason, a 17-year old high school student, wants to buy a pack of Marlboro Lights. He has the money to purchase them, but he is still not considered to be a market for the product due to his lack of _____ to buy.
e) Jennifer
Jennifer Clarkson, a sales representative for a publisher of college textbooks, had the southern half of the state as a sales territory. Last year, the director of marketing for the publishing company told Jennifer's sales manager to increase her territory to the entire state. Now Jennifer's customers are less satisfied with the company. They are most likely to blame ___________ for their reduced level of customer satisfaction. a) the textbook authors b) the company's chief executive officer c) the marketing manager d) the sales manager e) Jennifer
missionary salesperson.
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)
strengths.
John Deere's strong name recognition and solid customer demand for its farm and garden equipment are two elements of the firm's
Straight commission
Jose Suarez has been hired as sales manager at a new firm and is trying to come up with a sales force compensation method. He would like to have selling expenses relate directly to sales resources, an aggressive sales force, and minimization of nonselling tasks. What compensation method(s) would best fulfill his requirements?
layout.
Julie Reese is working on developing a magazine advertisement for Curves For Women, the ladies' fitness chain. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the
Employee empowerment
Kate is upset because the bank did not credit her account with a deposit, which resulted in a returned check to Kate's landlord. When she was told the branch manager was on vacation, Kate resigned herself to waiting two weeks to have the matter resolved. To her surprise, though, the receptionist apologized for the error and drafted a letter to Kate's landlord while Kate waited. The bank was engaging in which type of decision-making strategy?
diversity of the firm's products and the characteristics and needs of the people in the target market.
Key factors in determining the best organizational structure for a marketing unit are the
Personal selling
Kinesic communication is an element in which type of promotional method?
publicity.
Kohl's, a department store featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called
strategic business
Kraft purchased the Duracell Battery Company and now operates this division as a separate profit center within the firm. In this example, Duracell is a(n) ___________ unit of Kraft.
strategic planning.
Managers at the Littlefield Corporation are engaged in a complex process of revising their organization's mission and goals and developing corporate strategy, marketing objectives, marketing strategy, and, eventually, a marketing plan. This process is called
Trade salespeople
Maria Martinez works for a cosmetics manufacturer and is responsible for ensuring that retailers have adequate quantities of products when they need them. However, she is directing much of her effort toward helping the retailers promote the products. She would be characterized as belonging to which group of salespeople?
sales promotion.
Marketers of highly seasonal products tend to have more irregular use of
the marketing control process.
Marketing managers at Consolidated Equipment Corporation are involved in establishing marketing performance standards, evaluating performance, and reducing the differences between actual and desired performance. These marketing managers are engaged in
e) coordinating a new step in performance analysis.
Marketing managers can take each of the following corrective actions for reducing a discrepancy between established performance standards and actual performance except a) improving actual performance. b) reducing the performance standard. c) totally changing the performance standard. d) changing the marketing strategy. e) coordinating a new step in performance analysis.
consumer jury.
Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt participated in a(n)
inquiries.
Measuring effectiveness during a campaign is usually accomplished by using
her customers
Meredith knows that whether she decides to interact with her customers in person, on the telephone, online, or by fax, that ________ should ultimately drive the marketing strategy.
inside order taker.
Michelle works for a company that sells rotisseries for chicken and other foods. She answers phone calls from customers who see infomercials on TV and call to order the product. Michelle is considered a(n)
competitive advantage
Microsoft's marketing, technical skills, and continuing investment in improving its software systems give it a(n) ___________ because it makes computers easier to use.
consumer jury
Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) __________ be used to pretest the campaign.
performance standard.
Morris Business Products Co. has established a monthly sales quota of $150,000. This is a(n)
Reducing sales fluctuations
Newspaper ads for Blue Haven Pools offering discounted prices during October are examples of which of the following uses of promotion?
Communication channel
OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process?
creating awareness
Often when a company introduces a new product or line extension, its promotion will focus on _____ in order to initiate the product-adoption process.
sweepstakes.
On a break between classes, Kelley Macon selects two magazines and mails the Publishers Clearing House entry form. She doubts that she will win $10 million, but she never passes up a chance to participate in a
advertising
One of the biggest problems associated with ___________ as an element of promotion is the high absolute dollar outlay often required.
count the number of exposures in the media.
One way for a company to measure the effectiveness of its publicity-based public relations efforts is to
evaluating actual performance.
One way that Saturn evaluates its product and service level is by how well it ranks on the J. D. Power & Associates Sales Satisfaction Survey. In doing so, Saturn is
current-customer sales and new-business sales.
Order-getting activities are divided into two categories:
personal selling.
Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on
markets products throughout the nation.
Organizing a marketing unit by regions works well for a company that
personal selling.
Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called
personal selling.
Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is
keeping customers satisfied.
Personal selling goals include finding prospects, convincing prospects to buy, and
introduction
Pioneer promotion is most likely to be used during the _____ stage of the product life cycle.
demand for a product category.
Primary demand is defined as
Sales promotion
Procter & Gamble periodically sends out coupons and free samples of products like Downy fabric softener. This illustrates P&G's use of which of the following elements of the promotion mix?
product.
Procter & Gamble, like many firms in the consumer packaged-goods industry, is organized by
promotion of prices intensifies price competition.
Promotion can help keep prices lower because
informs consumers and places them in a position to specify the products that they seek.
Promotion helps consumers because it
capitalize on existing needs.
Promotion tends to
encourage product trial.
Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to
is an element of promotion that should be handled on a continuous basis.
Public relations
be both informal and conversational in tone.
Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to
communication channels.
Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered
Recommend that she attend a training program.
Ray Singh is preparing to evaluate one of his sales representatives, Julie Hill. His evaluation of her performance for the prior year led to his conclusion that she lacked key product information. At their upcoming session, he will most likely do which of the following?
market opportunity
Realizing that consumers have begun to seek vehicles that use less gasoline, Toyota heavily promotes its hybrid automobiles to capitalize on this __________ while the strategic window is open.
samples
Realizing that her firm's sales promotion budget was small and cut by 30 percent for the coming year, Stacey Baronas rules out ___________ as playing a role in her sales promotion plan.
personal selling.
Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates
memory.
Recognition and recall tests are posttest methods based on
near the end.
Recruiting and selection of salespeople should include enough steps to yield the information needed to make accurate selection decisions. However, the stages of the process should be sequenced so that the more expensive steps are
the current users of a particular product.
Reinforcement advertising is primarily targeted at
corporate strategy.
Resource deployment and coordination of functional areas of business are determined by
inside order takers.
Retail salespeople are classified as
encouraging product trial.
Retro64 distributes free downloadable versions of its computer games for a short time. These efforts have a primary promotional objective of
approach
Rick has reviewed a prospect's account and credit history, identified product needs, and gathered the appropriate literature. He feels he is ready for the ____ step of the personal selling process.
technical salesperson.
Ryan Amerson leads his company's clients through the installation procedure of their new industrial equipment. He also helps answer their questions about product characteristics and system design both before and after their purchases. Ryan is a
marketing strategy.
Safeway Food Stores is involved in identifying and analyzing a target market. The firm then develops a marketing mix to satisfy individuals in that market to gain long-term competitive advantages. Based on this example, Safeway is creating a
the total sales force and for each salesperson.
Sales force objectives are generally established for
a) serve as a deterrent both to salespeople and their clients.
Sales objectives can do all of the following except a) serve as a deterrent both to salespeople and their clients. b) give the sales force direction and purpose. c) serve as a standard for evaluating salesperson performance. d) let the sales force know what is expected of them. e) help to control the sales force.
d) Ratio of profits relative to number of sales calls
Sales objectives for individual salespeople can be stated in several ways. Which of the following would least likely be used for stating an individual salesperson's goal? a) Dollar volume sales b) Unit volume sales c) Average order size d) Ratio of profits relative to number of sales calls e) Average number of calls per time period
combination compensation plan.
Salespeople receive a set salary plus a commission based on sales with a
personal selling.
Sara Dickson is concerned about the effectiveness of Magnum, Inc.'s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through
Realized
Sayid's employer is currently developing a new marketing strategy. The top managers have developed the marketing strategy and have given it to Sayid so that he can now develop an implementation plan. Sayid's company will most likely end up with which type of strategy?
prospecting.
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.
Scott Bartello, a salesperson for Xerox, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called
particular brand.
Selective demand is demand for a
demonstration
Sherry Sullivan, Kevin Miller's sales manager, points out to him that his last shopper in the housewares department didn't seem involved as he explained the new food processor to her. She suggests that he use a ___________ as part of his presentation next time.
receiver; source
Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the _____ and Wendy's is the _____ of this communication.
point-of-purchase displays.
Signs, counter pieces, racks, and self-service cartons are all forms of
Advertising
Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient?
comparative.
Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as
are potentially harmful.
Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they
The actual ads are shown in the former but not in the latter.
Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?
Buying allowance
Sometimes retailers are offered temporary price reductions for purchasing specified quantities of a product. These offers are used to provide an incentive to handle a new product, to achieve a temporary price reduction, or to stimulate the purchase of an item in large quantities. What is this sales promotion?
objective-and-task
Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the __________ approach.
noise.
Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered
cold canvass.
Stacey's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Stacey's method of approach is known as
marketing planning.
Starbucks is presently involved in a process of assessing marketing opportunities and resources, determining marketing objectives, re-defining marketing strategies, and developing guidelines for implementation and control. Thus, Starbucks is involved in
internal marketing
Starbucks provides training and support to its employees, including health care benefits. Through these ____________ efforts Starbucks is better able to deliver quality products and service to its customers.
establishing an organizational mission and formulating goals, corporate strategy, marketing objectives, marketing strategy, and a marketing plan
Strategic planning is the process of
Purchasing lowest-cost materials
Stratford Manufacturing is interested in total quality management and wants to learn more about its principles. Which of the following elements will Stratford not address in its investigation of TQM?
flighting
Subway decided to run its new commercials several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Subway is using a _____ schedule for its advertising.
strengths; opportunities
Successful business organizations should take actions to convert internal weaknesses into ___________ and external threats into ___________.
advertising objective.
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)
Region
Suppose a customer calls Ann's office at Frito-Lay in Atlanta. The customer has a friend in Seattle who was just telling her about a new snack Frito-Lay has introduced that is selling rapidly. Ann's office does not market this product, and at the present knows very little about it. Based on this information, this firm is most likely organized according to which of the following?
sales promotion techniques.
Sweepstakes, free samples, coupons, and rebates are examples of
decentralizing.
The Acme Corporation is expanding operations into countries outside the United States. To improve local managers' responsiveness to local conditions, Acme's senior management has decided to delegate decision-making authority further down the chain of command. Acme is
communication channel.
The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of
$3,000
The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ___________ in compensation.
cash cows.
The Boston Consulting Group classifies products that have a dominant market share but low prospects for growth and that generate more cash than is required to maintain market share as
philosophy that a product's market growth rate and its market share are important determinants of its marketing strategy.
The Boston Consulting Group's matrix is based on the
publicity.
The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of
specifying how they will achieve their marketing objective
The Texas Pitt Barbecuem Corporation has conducted a SWOT analysis of its competition, and sees a marketing opportunity for its new Texas Pit Barbecue restaurant. It has developed its marketing plan to include the type of products it will sell, the location for the restaurant, and the pricing it will use. Their plan includes a marketing objective to make a profit of 5% the first year of operation. So far, the owners of the restaurant have eliminated a key piece of the marketing plan, which is ______.
institutional advertising.
The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as
closing
The _____ stage of the personal selling process is when the salesperson asks the prospect to buy the product.
realized
The _________ strategy in an organization often does not live up to marketing planners' expectations.
Signature
The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other important element should be included?
advertising platform.
The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the
identify prospects.
The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to
d) make recruitment a continuous activity aimed at seeking out the best applicants.
The best advice for recruiting and selecting salespeople for one's organization would be a) follow a clear set of generally accepted job characteristics when determining an applicant's qualifications. b) keep the expensive stages near the beginning of the recruiting process. c) find out how long the applicant plans to stay with the company. d) make recruitment a continuous activity aimed at seeking out the best applicants. e) recruit primarily from educational institutions.
integrated marketing communications.
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
retaining existing customers; acquiring new customers
The cost of _____ is usually substantially lower than the cost of _____.
the cost to expose 1,000 people to a one-page magazine advertisement.
The cost per thousand (CPM) indicator shows
consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy.
The difference between consumer sales promotion methods and trade sales promotion methods is
Cash cow
The director of marketing for 3M tapes tells the rest of the management team, "When it comes to our transparent packaging tape unit, our strategy will be to use funds generated here to support our venture in the industrial bonding market." This strategy indicates that the packaging tape unit falls into which one of the following classifications?
before, during, and after the campaign through the use of pretests, inquiries, and posttests.
The effectiveness of an advertising campaign can be measured
internal
The employees of Zingerman's Deli are its ______ customers.
follow-up.
The final stage of the selling process is
identifying the advertising target audience.
The first stage in the development of any advertising campaign is
establish performance standards.
The first step in the marketing control process is to
salespeople.
The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of
signature.
The identification of an advertisement's sponsor is the
receiver.
The individual or group that decodes a coded message is called a
evaluating the effectiveness of advertising.
The last stage in the development of any advertising campaign is
media personnel control the content of the communication.
The limitations in using publicity-based public relations tools stem primarily from the fact that
the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals.
The main problem with using the objective-and-task approach to setting an advertising budget is that
frequency.
The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising
establishing performance standards, evaluating performance, and reducing the differences between desired and actual performance.
The marketing control process consists of
a written document detailing activities to be performed to implement and control marketing actions.
The marketing plan is
may be different because of noise.
The message that a source originally encodes and the meaning a receiver ultimately decodes
current performance with past performance.
The most common sales force evaluation practices are for sales managers to compare a salesperson's performance with other salespeople operating under similar selling conditions, or to compare
customers.
The most effective method of determining platform issues is to use a survey of
relationships with customers.
The most important component of customer relationship management is
objectives
The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing __________ for the campaign.
market share
The percentage of a market which actually buys a specific product from a specific company is referred to as that product's
reach.
The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of
layout.
The physical arrangement of the illustration, headline, subheadline, body copy, and the signature is called the
reach the largest number of people in the target market within the budget constraints.
The primary goal of a media planner is to
marketing implementation.
The process of putting marketing strategies into action is called
the coding process.
The process of putting one's thoughts (meaning) into signs (symbols) is called
news release.
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
follow-up
The purpose of the ___________ stage in personal selling is to determine customers' problems and questions about using the product.
feedback
The receiver's response to a message is ___________ for the source.
core competency
The reputation and well-known brand name of Rolex watches represents a ________ for Rolex.
sales presentation.
The salesperson must attract and hold the prospect's attention, stimulate interest, and spark a desire for the product during the
making the presentation.
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
creating the advertising message.
The step in developing an advertising campaign that directly precedes campaign execution is
the approach.
The step of the personal selling process in which a salesperson contacts a potential customer is called
analysis of the marketing environment.
The strategic planning process begins with
people toward whom the advertisements are directed.
The target audience for an advertising campaign is the
benchmarking
The term "______" describes measuring and evaluating a firm's quality in products and processes against industry leaders.
pulsing, continuous, and flighting.
The three general types of media schedules are
limits the marketing manager's ability to measure the effectiveness of marketing activities.
The time lag between the performance of marketing activities and their results
advertising appropriation.
The total amount of money a marketer allocates for advertising for a specific time period is the
inside order takers and field order takers.
The two groups of order takers in personal selling are
has some flaws, and it pervades our daily lives.
The two main reasons for criticism of promotional activities are that promotion
pioneer and competitive.
The two major types of product advertising are
technical salesperson.
The type of salesperson that usually requires training in physical science or engineering is the
advertising and sales promotion.
The use of a pull policy may require heavy expenditures for
Decline
The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage?
communication channel.
The vehicle through which the coded message is transmitted from the source to the receiver is called a(n)
copy.
The verbal portion of an advertisement, including headlines, body, and signature, is called the
advertising.
Threatt Production makes low-priced, convenience products that are widely available. It is most likely to focus its promotion efforts on
preapproach.
Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to buy. He knows his next step in the personal selling process is to
e) Press conference
To announce its development of a solid fuel titanium rocket for the U.S. missile defense system, Unijet management feels it needs to get wide media coverage. Under these circumstances, which of the following would be its best alternative? a) Captioned photograph b) Feature article c) Editorial letters d) Television advertisement e) Press conference
Objective-and-task
To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets?
identify and analyze a target market and develop a marketing mix to satisfy individuals in that market.
To formulate a marketing strategy, one must
properly plan, implement, coordinate, and control communications.
To gain maximum benefit from promotional efforts, marketers must strive to
premium.
To increase sales of Chex cereals, Ralston Purina offered a free pound of bananas to customers who bought the large-size box. This form of sales promotion is called a
listening skills.
Tony tells his wife, Camilla, that his last sales call of the day at DuPont was a disaster. He explains that he never really figured out what the purchasing agent was looking for. Camilla, a sales trainer for another firm, hands Tony a book on
public relations
Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) ______ tool.
competitive
Troy Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ___________ advertising.
customer relationship management.
Using information about customers to create marketing strategies that develop and sustain desirable long-term customer relationships is known as
Illustrations
What design element is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words?
Customer relationship management
What focuses on using information about customers to create marketing strategies that develop and sustain desirable customer relationships?
The opinions of employees within the firm or the advertising agency
What is an advertising platform most commonly based upon?
To stimulate product demand
What is the overall role of promotion?
People are more likely to buy a product they have seen advertised than one they have not seen advertised.
What is the primary justification marketers use for conducting recognition and recall tests?
Competitive
What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands?
advocacy advertising.
When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using
Pioneer promotion
When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been?
facilitate reseller support.
When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to
pull
When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a _________ policy.
a merchandise allowance.
When Levi's agrees to pay JC Penney's money for providing television advertising and Sunday newspaper sales fliers emphasizing Levi's jeans, Levi's is offering
sales promotion.
When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing
a marketing objective
When Opryland Hotel wants to have at least 90 percent of its customers indicating they had a memorable and satisfying experience at the hotel, this is an example of
selective demand.
When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build
cause-related marketing
When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using
advocacy
When a company promotes its position on a public issue, this is specifically referred to as ______ advertising.
storyboard.
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
scan-back allowance.
When a manufacturer rewards retailers based on the number of pieces moved through their scanners, this sales promotion method is known as a
selective
When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build _________ demand.
trial closing.
When a salesperson asks the customer to buy the product several times throughout the sales presentation in an effort to uncover hidden objections, it is called
proxemic communication.
When a salesperson varies the physical distance between himself and a customer he is using
the coding process.
When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing
obtain the necessary information.
When an organization attempts to control its marketing activities, it may find it difficult to
The firm and the agency working jointly
When an organization uses an advertising agency, who usually develops the advertising campaign?
cut back the size of its sales force.
When better market conditions prevail or when company growth occurs, a company may suffer if it
Type of package
When deciding on sales promotion methods to employ, marketers take several factors into consideration. Which factor below is unlikely to affect decisions regarding sales promotion methods?
statement of advertising objectives.
When developing an advertising campaign, benchmarks need to be included in the
meanings that the target market will understand.
When encoding the message, the source should use signs that have
single-source data.
When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as
customer satisfaction
When managers at Logistics Pro are developing their strategic plan, they use a market orientation as a guide to ensure that ________ is an integral part of the process.
aided recall test.
When respondents are shown a list of various products, brands, and company names and then asked about advertisements they have seen lately, researchers are conducting a(n)
arbitrary approach.
When the CEO or chief financial officer of a company states how much the company should spend on advertising for the coming period, the company is using the
market opportunity.
When the right combination of circumstances occurs at the right time to allow an organization to take action toward a target market, the firm is faced with a
multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage.
When using the percentage-of-sales approach for determining the advertising appropriation, marketers
Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness.
Which is the best example of noise that originates with the receiver in the communication process?
Word-of-mouth communication
Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies?
It should be a continuous, systematic attempt to match applicants' characteristics to the firm's needs.
Which of the following best characterizes the function of recruiting and selecting a sales force?
a) Fast food
Which of the following industries is most likely to employ combative promotional efforts? a) Fast food b) Computer processors c) Tax-preparation services d) Television producers e) Automotive paints
Relationship selling
Which of the following involves building mutually beneficial long-term associations with a customer—usually a business customer—through regular communications over prolonged periods of time.
It is consistent with both business-unit and corporate strategy.
Which of the following is a characteristic of a marketing objective?
Free merchandise
Which of the following is an example of a trade sales promotion method?
d) All customers have equal value to a firm.
Which of the following is false with regard to customer lifetime value? a) It is a key measurement that forecasts a customer's lifetime economic contribution based on continued relationship marketing efforts. b) It can be calculated by taking the sum of the customer's present value contributions to profit margins over a specific timeframe. c) It includes not only an individual's propensity to engage in purchases but also his or her strong word-of-mouth communication about the firm's products. d) All customers have equal value to a firm. e) It is the only gauge that incorporates revenue, expense, and customer behavior and adopts a customer-centric approach.
e) Support sales personnel
Which of the following is least likely to be directly involved in actually making sales? a) Order taker b) Current-customer salesperson c) Order getter d) Field order taker e) Support sales personnel
Frequent-user incentives
Which of the following is most likely to stimulate customer loyalty?
Product
Which of the following is not a component of a marketing plan?
e) Product sample
Which of the following is not a public relations tool? a) Feature article b) Company magazine c) News release d) Annual report e) Product sample
Serve as a contract with the customer
Which of the following is not a purpose of the marketing plan?
The greater emphasis on improving long-term performance has resulted in an increased use of sales promotion methods.
Which of the following is not a reason why the proportion of promotional dollars spent on sales promotion has increased in recent years?
Control by media personnel of the content and timing of messages
Which of the following is not an advantage of using publicity-based public relations tools?
a) The salesperson should focus on anticipating questions and answering them before they're asked.
Which of the following is not true when making the sales presentation? a) The salesperson should focus on anticipating questions and answering them before they're asked. b) The salesperson must spark interest in the product. c) The salesperson should not only talk but also listen to the customer. d) The salesperson should involve the customer by having him or her hold, touch, or use the product. e) A salesperson should not sound like he or she is just reading a script (i.e., he or she should be flexible and respond to the customers' comments).
Team selling
Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment?
c) Each salesperson should bring in $25,000 in new sales by November 15.
Which of the following is the best example of a well-stated sales objective? a) Companywide sales should increase by 25 percent. b) Each salesperson should increase his or her client group by 10 percent. c) Each salesperson should bring in $25,000 in new sales by November 15. d) The sales force should increase the market share in all markets by December 1. e) Each salesperson should increase the number of calls they make by 20 percent.
After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.
Which of the following is the best example of the promotional objective of combating competitive promotional efforts?
News release
Which of the following is the most commonly used type of publicity-based public relations tool?
a) Reasonable association between the event and the company's product
Which of the following is the most important consideration when choosing an event to sponsor? a) Reasonable association between the event and the company's product b) The length of the event c) When the event occurs d) Whether or not the event is a national event e) The specific name of the event
marketing
Which of the following is the most specific and detailed type of business strategy?
Comparative, reminder, reinforcement
Which of the following lists forms of competitive advertising?
d) Once a marketing mix has been created for a particular target market, it cannot be changed until a new strategic window opens.
Which of the following statements about the marketing mix is incorrect? a) The selection of the target market serves as the basis for the creation of the marketing mix. b) The elements of the marketing mix are sometimes referred to as marketing mix variables. c) Each element of the marketing mix must be precisely matched with the needs of the target market. d) Once a marketing mix has been created for a particular target market, it cannot be changed until a new strategic window opens. e) Each element of the marketing mix must be precisely matched with the other elements of the marketing mix.
b) The message content affects the types of media used for an advertising campaign.
Which of the following statements applies to media planning? a) Characteristics of the product are the most important consideration in selecting the media for a campaign. b) The message content affects the types of media used for an advertising campaign. c) The location of the advertising target is irrelevant in media planning. d) Total media dollars spent on advertising have decreased over the last 30 years. e) Regardless of the message to be conveyed, newspapers are one medium that is appropriate for almost any circumstances.
b) The coordination of efforts directed at improving customer satisfaction, increasing employee participation, forming and strengthening supplier partnerships, and facilitating continuous quality improvements
Which of the following statements best describes total quality management? a) A process aimed at improving product quality, increasing competition based on quality, and quality improvement among employees b) The coordination of efforts directed at improving customer satisfaction, increasing employee participation, forming and strengthening supplier partnerships, and facilitating continuous quality improvements c) A method of increasing overall financial benefits, emphasizing faster development of innovations, and improving customer satisfaction d) A process directed at controlling marketing activities at a higher level of involvement among the firms' employees e) An approach used to emphasize the need for quality among a firm's hierarchy of employees, beginning with top-level executives
d) Strategic planning begins at the marketing level and proceeds through business-unit and corporate levels.
Which of the following statements is incorrect? a) Of the three levels of planning, corporate strategy is the broadest. b) Business-unit strategy should be consistent with the corporate strategy. c) Marketing strategy should be consistent with both the business-unit and corporate strategies. d) Strategic planning begins at the marketing level and proceeds through business-unit and corporate levels. e) Strategic planning begins at the corporate level and proceeds through business-unit and marketing levels.
The size, geographic distribution, and demographic characteristics
Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients?
Pioneer
Which of the following types of promotion informs potential customers about a product and what it is?
Straight salary
Which of the sales force compensation methods is easy to administer, yields more predictable selling expenses, and provides sales managers with a large degree of control over salespeople?
Personal selling
Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback?
mention objections the customer had not thought of.
While anticipating objections and countering them before they are asked is a good idea, one negative consequence of doing so is that the salesperson may
people often discontinue their positive behavior after the contest is over.
While sales contests can motivate employees at all levels to participate, a disadvantage of this method of sales promotion is that
It is often the only part of the advertisement that is read.
Why is the headline of a print advertisement such a critical component of the copy?
Without a reference point, it is difficult to determine to what degree objectives have been accomplished.
Why should a benchmark statement be included in advertising objectives?
strategic business unit.
Within a business organization, a profit center that is self-supporting in terms of sales, markets, production, and other resources is known as a
order getter.
Yolanda's job is to find new customers for her company's telecommunication services. She encourages existing customers to add more services and finds customers who are completely new to the company. Yolanda would best be classified as a(n)
new-product information.
Zack Freedman is an experienced salesperson who has worked for the same company for 20 years. When he is informed that he must attend a training seminar the following Tuesday, he believes it will most likely be about
Advertising agencies
____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists.
Public relations
_____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.
Call reports
______ are designed to identify the customers called on and to present detailed information about interaction with those clients.
Empowerment
______ involves giving customer-contact employees the authority and responsibility to make marketing decisions without seeking the approval of a supervisor.
Cause-related marketing
______ links the purchase of an organization's products to support of philanthropic organizations favored by the target market.
Corporate
_______ strategy determines the means for utilizing resources in the functional areas of marketing, production, finance, research and development, and human resources to achieve the organization's goals.
Premiums
___________ are items offered free or at minimal cost as a bonus for purchasing a product.
Rebates; money refunds
___________ are offers of cash to customers who purchase a specific product, and ___________ are offers of cash to customers who purchase a specific quantity of a specific product.
Public relations
___________ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders.
Publicity
___________ is communication in news story form about an organization or its products that is transmitted through a mass medium at no charge.