Marketing Exam 2
The Internet and digital age have given marketers a whole new way to
create customer value, engage customers and build customer relationships
Closing a sale with a particular customer is a short-term ________ orientation, but the selling process must also take a ________ orientation and look at the long term.
transactional; relationship
What are the five promotion mix tools used by marketers to communicate customer value?
Advertising, public relations, personal selling, sales promotion, and direct and digital marketing
Which of the following statements about public relations is correct?
The lines between advertising and public relations are becoming more blurred.
Marketers should work to measure the returns on their sales promotion investments. What is the most common time to perform the evaluation?
Before, during and after a promotion
What are three major factors are changing the face of today's marketing communications?
Changes in consumers; changes in marketing strategies; and sweeping changes in digital technologies
What is big data?
Data contained in huge and complex data sets
High sales force costs necessitate an effective sales management process consisting of which of the following steps?
Designing sales force strategy and structure, recruiting and selecting, training, compensating, supervising, and evaluating salespeople and sales force performance
________ involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
Direct and digital marketing
________ is perhaps the toughest public policy issue now confronting the direct marketing industry.
Invasion of privacy
________ selling requires listening to customers, understanding their needs, and carefully coordinating the whole company's efforts to create lasting relationships based on customer value.
Value
Customer insights come from good marketing information, which contribute to creating value and meaningful customer relationships. Companies use these customer insights to develop
a competitive advantage
The main forms of direct and digital marketing are
traditional direct marketing tools and the new digital marketing tools
Marketers use mobile marketing to engage customers anywhere, anytime during the
buying and relationship-building processes
Evaluation calls for evaluating the communication and sales effects of advertising and other brand content before, during, and after it is placed and measuring
advertising return on investment
According to the text, what is perhaps the toughest public policy issue now confronting the direct marketing industry?
Invasion of privacy
Which of the following is a benefit of direct and digital marketing for buyers?
It is convenient, easy, and private.
_____________________ must be closely coordinated for maximum campaign effectiveness.
Message decisions and media decisions
Which form of direct and digital marketing do companies use to stimulate immediate buying, make shopping easier, enrich the brand experience, or all of these?
Mobile marketing
________ refers to marketing via the Internet using company websites, online advertising and promotions, email marketing, online video and blogs.
Online marketing
What are the four important decisions made when developing an advertising program? List them in order.
Setting advertising objectives, setting the advertising budget, developing advertising strategy, and evaluating advertising effectiveness
What are the four sales force structures a company can use?
Territorial, product, customer, and complex
A company's total promotion mix, also called its marketing communications mix, consists of the specific blend of five tools:
advertising, personal selling, sales promotion, public relations, and direct and digital marketing tools
Most marketers are now riding the huge social media wave. Marketers can engage in social media in which of the following way(s)?
They can use existing social media or they can set up their own.
The marketing information system (MIS) first ________, which primarily serves the company's marketing and other managers, but it might also provide information to external partners.
assesses information needs
To gain good customer insights, marketers must effectively manage marketing information from
a wide range of sources
Integrated marketing communications must deliver company and brand messages that are
clear, consistent, and compelling
Depending on the type of promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These include
consumer promotion tools, trade promotion tools or business promotion tools
Sales promotion campaigns call for setting sales promotion objectives. In general, sales promotions should be
consumer relationship building
Social media has many pluses, but on the down side, ________. This makes social media difficult for marketers to control.
consumers largely control social media content
The Internet and digital age have fundamentally changed customers' notions of convenience, speed, price, product information, service, and brand interactions. As a result, they have given marketers a whole new way to
create customer value, engage customers and build customer relationships.
To ________ for customers and ________, marketers must first gain fresh, deep insights into what customers need and want.
create value; build meaningful relationships with them
For sellers, direct and digital marketing are powerful tools for building ________ and ________________.
customer engagement; close, personalized, interactive customer relationships
The marketing information system (MIS) helps users analyze and use the information to
develop customer insights, make marketing decisions, and manage customer relationships
Spurred by the surge in Internet usage and buying, and by rapid advances in ________, ________ has undergone a dramatic transformation.
digital technologies; direct marketing
Firms seeking immediate response from targeted individual consumers and consumer communities use ______________________ marketing tools to engage consumers and cultivate relationships with them.
direct, digital, and social media
Online advertising has become a major promotional medium. The main forms of online advertising are
display ads and search-related ads
As an element of the promotion mix, the sales force is ________ and carrying out such activities as prospecting, communicating, selling and servicing, and information gathering.
effective in achieving certain marketing objectives
Marketers tend to underuse public relations or use it as an afterthought. Public relations has the power to ______________ and _______________.
engage consumers; make them a part of the brand story and its telling
The company uses the promotion mix, also called its marketing communications mix, to ______________________.
engage customers, persuasively communicate customer value, and build customer relationships
With companies becoming more market-oriented, the sales force plays a key role in ________ and __________________________.
engaging customer; developing and managing profitable customer relationships
Companies use mobile marketing to stimulate immediate buying and make shopping easier, but it can also
enrich the brand experience
Traditional direct marketing tools include
face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing
Marketers are viewing information not only as an input for making better decisions but also as a(n)
important strategic asset and marketing tool
To deliver a clear and compelling message, each tool in the promotion mix must be carefully coordinated under the concept of
integrated marketing communications
To prevent creating a communications hodgepodge, companies are adopting the concept of
integrated marketing communications (IMC)
The second critical phase in developing a marketing information system (MIS) is developing information. The information is developed from ________, __________, and ____________.
internal databases, marketing intelligence activities, and marketing research
Personal selling can be very effective in complex selling situations because it involves ________ interactions and engagement between salespeople and individual customers.
interpersonal
For most companies, digital and social media marketing will remain ________ to the marketplace that works alongside other approaches in a ________.
just one important approach; fully integrated marketing mix
The sales force sells products by engaging customers, presenting its offerings, answering objections, negotiating prices and terms, closing sales, servicing accounts, and
maintaining account relationships
The people and procedures dedicated to assessing information needs, developing the needed information, and helping decision makers use the information to generate and validate actionable customer and market insights comprise a
marketing information system
As marketers adopt richer but _____________________ to reach their diverse markets, they risk creating a communications hodgepodge for consumers.
more fragmented media and promotion mixes
Direct marketers know that, if left unattended, direct marketing abuses will lead to increasingly negative consumer attitudes, lower response and engagement rates, and calls for
more restrictive state and federal legislation
The new digital and social media have given birth to a
more targeted, social, and engaging marketing communications model
In most cases, the company is not simply seeking a sale. Rather, it wants to engage the customer over the long haul in a
mutually profitable relationship
The ________ are providing salespeople with powerful tools for identifying and learning about prospects, engaging customers, creating customer value, closing sales, and nurturing customer relationships.
new digital technologies
Companies that have traditionally operated offline have created their own online sales, marketing, and brand community channels. In fact, ________ retailing companies are having as much online success as their online-only competitors.
omni-channel
Websites, online advertising and promotions, e-mail marketing, online video, and blogs are all forms of ________ marketing.
online
The concern about ________ is an area where consumers fear that unscrupulous snoopers will eavesdrop on their online transactions and social media postings, picking up personal information or intercepting credit and debit card numbers.
online and digital security
Ultimately, ___________________technologies are helping to make sales forces more efficient, cost effective and productive.
online, mobile and social media
A dazzling new set of direct digital marketing tools has burst onto the marketing scene, including
online, social media marketing and mobile marketing
The firm's PR should be blended smoothly with other promotion activities within the company's
overall integrated marketing communications effort
The marketing information system (MIS) consists of _______, __________, and ___________to generate and validate actionable customer and market insights.
people and procedures for assessing information needs, developing the needed information, and helping decision makers use the information
Public relations involves building good relations with the company's various publics. What are all of the functions it includes?
press agentry, product publicity, public affairs, lobbying, investor relations, and development
Personal selling involves a multiple-step process. The first step includes ______________ and the last step is _______________________.
prospecting and qualifying; follow-up
Promotional tools offered to consumers include
rebates, coupons, price packs, and samples
After sales promotion campaign objectives are set, the next steps are ________, __________, and then __________________________.
selecting tools; developing and implementing the sales promotion program
As with the other promotion tools, in considering when and how to use product public relations, the best thing management should do is
set PR objectives, choose the PR messages and vehicles, implement the PR plan, and evaluate the results
Advertisers should ______________ to determine whether the advertising is supposed to inform, persuade, or remind buyers.
set clear objectives
The fastest-growing sales trend is the explosion in ________, which is using online, mobile and social media in selling.
social selling
Strong relationships with the salesperson will result in
strong relationships with the company and its products
The typical personal selling process consists of seven specific steps. The steps in the selling process are ________. The aim is to help salespeople close a specific sale with a customer.
transaction-oriented
Advertising decision-making involves decisions about
the objectives, the budget, the message, the media, and the evaluation of results
Although the fast-growing digital marketing tools have grabbed most of the headlines lately, ________ are very much alive and still heavily used.
traditional direct marketing tools