marketing 3250 final

two-sided

A(n) ________ argument is most likely to be effective when the audience is highly educated or likely to hear opposing claims.

personal selling

Advertising consists largely of​ non-personal communication with large groups of​ consumers, whereas​ ________ involves interpersonal interactions and engagement between company representatives and individual customers.

closing

After successfully overcoming a potential​ customer's objection to buying the vacuum cleaner he was​ selling, Terrence, a​ salesperson, asked the customer for an order. Terrence is in the​ ________ stage of

awareness

Among the​ buyer-readiness stages, the first stage is​ ________.

remind

An advertising objective is classified by its primary​ purpose, which is to​ inform, persuade, or​ ________.

Advertising

Any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor is called​ ________.

product

Because many industry sectors require highly specialized​ knowledge, General Electric employs different sales forces in each of its different product and service divisions. This approach to sales organization is known as a​ _______ sales force structure.

be advertised more heavily to be noticed in the marketplace

Brands in a market with many competitors and high advertising clutter must​ ________.

budget

Competitive parity and task methods are considered when making decisions about​ ________.

consistency

Excel Enterprises uses a Web​ site, online social​ networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing​ communications, all these different brand contacts maintain​ ________ in design and tone.

has numerous and complex product

If a company​ ________, it should adopt a product sales force​ structure, in which the sales force specializes along product lines.

viral marketing

In one simple but honest​ McDonald's video, the director of marketing at​ McDonald's Canada answers an online​ viewer's question about why​ McDonald's products look better in ads than in real life by conducting a​ behind-the-scenes tour of how a​ McDonald's ad is made. The​ award-winning 3½-minute video received almost 15 million views and​ 15,000 shares. This example illustrates the concept of​ ________.

customer sales force structure

In the​ ________, separate sales forces are set up for different industries.

Exclusive distribution

Many producers of luxury items purposely limit the number of intermediaries handling their products in order to enhance perceptions of the premium quality of their​ goods, a practice known as​ ________.

team selling

Many software companies pair account representatives with computer engineers as well as other experts from areas such as​ marketing, technical​ support, and research and development. This concept is known as​ ________.

real-time marketing

Marketers can now watch​ what's trending on social media and create marketing content to match. This practice is known as​ ________.

______ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Marketing Web sites

Preapproach

Melissa Price is a member of the sales force at Urban​ Fashions, a​ Houston-based manufacturer of​ women's apparel. Melissa is preparing for a first meeting with a wholesaler who is a potential customer. She is learning as much as she can about her prospect and his organization. Melissa is in the​ ________ step of the personal selling process.

_______ companies use both offline and online marketing channels.

Multichannel marketing

draw a conclusion or not

One of the message structure issues that a marketer must handle is whether to​ ________.

direct marketing

Pepsi's Mountain Dew brand supplements its​ mass-media advertising by managing several branded Web sites and using social media to engage its customer community. This example illustrates how​ _______ has been transformed by the emergence of the Internet and social technologies.

intensive

Producers of convenience​ products, such as bar soap and​ candy, typically seek to employ​ ________ distribution strategies.

branded entertainment

Product placement in television programs and movies is an example of​ ________.

Which of the following best explains why companies are adopting the team selling approach to service​ large, complex​ accounts?

Products have become too complicated for one salesperson to handle a large​ company's needs.

online community

Runners can compare​ performances, set up​ profiles, meet new​ people, and share information on​ Nike's Nike+ Web site.​ Nike+ is an example of​ a(n) ________.

salesperson-owned loyalty

The concept of​ ________ is based on the idea that for many​ customers, the salesperson is the Company the only tangible manifestation of the company with which they ever interact. As a​ result, strong relationships with the salesperson often translate into loyalty to the company and its products

prospecting

The first step in the selling process is​ ________, during which the salesperson identifies qualified potential customers.

frequency

The number of times an average person in the target market is exposed to a message is known as the​ ________ of the message.

pull

Using​ a(n) ________​ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

search-related advertising

When you search Google for​ "dishwashers," you are likely to see a number of inconspicuous ads for​ advertisers, including product manufacturers such as Samsung and​ Bosch, as well as​ retailers, such as​ Walmart.com, Lowe's, and Best Buy. This is an example of​ ________.

direct marketing

Which major promotion category uses​ catalogs, telephone​ marketing, kiosks, and the​ Internet?

slice of life

Which message execution style depicts average people using a product in an everyday​ setting?

news

Which of the following is a major tool used by PR​ professionals?

Face-to-face selling

Which of the following is considered a traditional form of direct​ marketing?

identifying the target audience

Which of the following is the first step in developing an effective integrated communications and promotion​ program?

prospecting and qualifying

Which of the following is the first step in the personal selling​ process?

sampling

Which of the following is the most effective—but most expensive—way to introduce a new product or create new excitement for an existing​ one?

reviewing points of agreement

Which of the following refers to a closing technique used by​ salespeople?

comparative advertising

Which of the following types of advertising will most likely result in an advertising​ war?

Kiosk

Which term refers to an​ in-store machine that allows a customer to order merchandise not carried in the​ store?

media impact

Which term refers to the qualitative value of message exposure through a given​ medium?

contextual advertising

While comparing hotel rates on​ Google's search​ engine, Brenda came across​ text-based ads and links alongside the search results. This form of advertising is known as​ ________.

permission-based e-mail marketing

While shopping at​ KelfanDesigns.com, Shelly came across a checkbox beside which a statement​ said, "I want to receive promotional offers from​ KelfanDesigns.com." Which of the following types of marketing is illustrated in this​ example?

mobile marketing

With the widespread diffusion of​ smartphones, companies today increasingly use​ ________ to stimulate immediate​ buying, make shopping easier and enriching the brand experience.

Viral marketing

_______ involves creating a Web​ site, video,​ e-mail, mobile​ message, advertisement, or other marketing event that is so infectious that customers will seek it out or pass it along to their friends

Promotional products

________ are useful articles imprinted with an​ advertiser's name,​ logo, or message that are given as gifts to consumers.

Persuasive advertising

________ becomes more important as competition increases. With this type of​ advertising, a​ company's objective is to build selective demand.

Online ads that incorporate​ animation, video,​ sound, and interactivity are called​ ________.

rich media ads

a push strategy

the manufacturer of Crest toothpaste provides free samples of its toothpaste to dentists and encourages them to distribute these samples to their patients and to inform the patients about advantages of using Crest. The manufacturer of Crest toothpaste is using​ ________.

Channel management

​________ involves the processes associated with​ selecting, managing, and motivating individual channel members and evaluating their performance over time.

Public relations

​________ is very believable because news​ stories, features,​ sponsorships, and events seem more real and believable to readers than ads do.

Reverse logistics

​________ refers to processes that make it easier and more efficient for customers and resellers to​ reuse, recycle,​ refurbish, or dispose of​ broken, unwanted, or excess products.

Marketing logistics

​________, also called​ "physical distribution," involves​ planning, implementing, and controlling the physical flow of​ goods, services, and related information from points of origin to points of consumption to meet customer requirements at a profit.