Marketing
A sales presentation is a written document or professional presentation that outlines how a company's product or service will meet or exceed the client's needs. True False
False
LinkedIn is designed to be more multimedia-rich rather than information-rich.
False
Personal selling is not required when buyers are well informed and geographically dispersed True False
False
The Federal Trade Commission does not allow the identification of competing brands in comparative advertising. True False
False
The benefits of social media can be easily measured
False
Unlike advertising and sales promotion, in personal selling, responses are provided only to the questions and objections that the copywriter thinks are important to customers. True False
False
Identify a true statement about an advertising campaign. It circumvents the need for post-campaign evaluation. It extends for a defined period of time. It cannot focus on more than one advertising appeal. It does not use humor to promote a theme.
It extends for a defined period of time.
If an advertiser wants to enhance the sales of a specific good or service, institutional advertising should be avoided. True False
True
In social media, negative comments and complaints can illuminate unknown brand flaws
True
Marketers have found that social news sites are useful for creating conversations around relevant issues
True
Owned media is also called content marketing. True or False
True
Unlike radio , a magazine has a relatively long life span , which is further increased by a high pass - along rate . True False
True
In the context of the promotional mix , __________ attempts to persuade the buyer to accept a point of view personal selling sales promotion relationship selling media promotion
personal selling
Understanding the advertising response function helps marketers : invest a large amount of money on advertising and promotion . use their advertising budgets wisely to suit the target market multiply returns by constant increasing the money spent on advertising achieve consumer loyalty regardless of the quanty or the product or service .
use their advertising budgets wisely to suit the target market .
A company that offers the same services as its competition has a competitive advantage. O True False
False
A product's benefit is simply a feature of the product such as its easy open package , special formulation , or new lower price . True False
False
A rebate is a discount to wholesalers and retailers for performing channel functions True False
False
A trade allowance is a price reduction offered by retailers to customers who are buying homogeneous shopping goods. True False
False
Advertising is increased as a product enters the decline stage of its life cycle. True False
False
Because of its recent high growth in the national market, Mable Inc., an online cosmetics retailer, decides to divide its market in the United States into segments and charge a flat freight rate to all customers in a given segment. In this scenario, Mable Inc. plans to adopt freight absorption pricing. True False
False
Corporate blogs are easy to maintain because they do not require in depth writing or monitoring of comments
False
Evaluating an advertising campaign is the simplest part of the advertising process because the factors that determine the effectiveness of an ad are limited and clear. True false
False
Experiential marketing involves minimal engagement with a brand's consumers. True False
False
One of the implications of social media for marketers is that they must realize that they have control over the content on social media sites
False
Personal selling provides a brief and precise explanation of the product. O True False
False
Persuasive promotion is used to keep the product and brand name in the public's mind . True False
False
Price promotion alone always creates a low price image. True False
False
Prices always steadily decline for a product in the decline stage of the product life cycle. True False
False
Print advertising does not involve using the Internet. True False
False
Review sites lack the scope for two-way interaction between marketers and consumers
False
Serious or emotional advertisements are largely used to change consumers' deeply rooted values and attitudes. True False
False
Shopping bots allow sellers to collect detailed data about customers' buving habits. preferences, and even spending limits. True False
False
Social media relies on the repetition of the brand message. False True
False
Whed customers try to pit suppliers against each other to drive down the price of the product, the salesperson should offer an initial discount and raise the price later on. True False
False
When a seller establishes a series of prices for a type of merchandise, a purchase agreement is violated. True False
False
is a price tactic in which different customers pay different prices for essentially the same merchandise bought in equal quantities. One-part pricing Price lining Flexible pricing Price skimming
Flexible pricing
cost does not change as output is increased or decreased. marginal variable fixed opportunity
fixed
Roar Bros., a beverage manufacturing firm, recently launched a new energy drink. To make consumers aware of the new drink and to stimulate their interest in it, the managers want to use owned media to promote the new product. In this case, the managers will most likely: use display advertising on websites and pay-per-click advertising on search engines. encourage customers to share reviews about the energy drink on the firm's website. pay for advertising in television, magazine, radio, or newspaper. make short commercials for the energy drink and upload it on YouTube.
make short commercials for the energy drink and upload it on YouTube.
Duski, a very expensive brand of clothing and accéssories, promotes its products by appointing famous personalities as its brand ambassador. Given this information, which of the following advertising appeals is used by Duski? Health Fear Admiration Convenlence
Admiration
is the number of times an individual is exposed to a given message during a specific period Reach Life span Frequency Contact
Frequency
____ a social media metric, indicates # of likes, fans, followers, and friends; growth rates; virality or pass along, and change in pass along over time
Interest
Which of the following statements is a characteristic of sales promotion? It is a long-run tool used by marketers. It uses personal selling, advertising, and public relations. It is allotted less marketing money than advertising. It complements advertising by yielding faster sales responses.
It complements advertising by yielding faster sales responses
Which of the following is true of advertising? O It is of less value for new entrants in the market. It ensures constant sales and market share improvements. It influences attitudes, beliefs, and ultimately, consumers' purchases. It can change consumers' deeply rooted values and attitudes.
It influences attitudes, beliefs, and ultimately, consumers' purchases.
Kriyoto Inc. is a manufacturer of printers, scanners, and other office equipment. It announces a cash refund for corporate purchases in large quantities. Rick purchases 20 color printers for his office from Kriyoto during this sale. To avail the cash refund, he needs to fill out a form provided by Kriyoto and email proof of purchase along with the form. In this case, which of the following types of sales promotions does Kriyoto offer? Premium Bonus Coupon Rebate
Premium
A sales manager at Guilden Corporation, a manufacturer of consumer durable goods, instructed his new salesperson, Rita, to sell five flat screen televisions per week. He informed her that, in addition to this, she was also expected to identify ten potential customers. These instructions given to Rita are referred to as referrals sales leads quotas touch points
Quotas
Which of the following statements is a characteristic of social media? They position information as strictly entertaining and less valuable. They can find customers that are hard to locate. They rely on repetition of the message during promotions. They have a very low cost per contact.
They have a very low cost per contact.
Which of the following is a difference between a push strategy and a pull strategy ? A push strategy focuses on content marketing , whereas a pull strategy focuses on offering aggressive discounts . Wholesalers are targeted in a push strategy , whereas end consumers are targeted in a pull strategy . No intermediaries are involved in a push strategy , whereas wholesalers and retailers are involved in a pull strategy. Social media are used in a push strategy , whereas personal selling is used in a pull strategy ,
Wholesalers are targeted in a push strategy , whereas end consumers are targeted in a pull strategy .
A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among the public. Given this information, which of the following would be the best platform to be used by the production house? O StumbleUpon Photobucket YouTube Instagram
YouTube
The researchers at Beans Inc. , a coffee manufacturing company , developed a new variety of high quality ground coffee . The new variety was priced at a comparatively lower price than the other varieties of coffee available in the market . Therefore , the advertisements for the product stated , " The highest quality coffee does not have to be expensive . " This is an example of communicating a product's ________ marketing mix competitive parity competitive advantage product parity
competitive advantage
A is a media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times, circular media schedule flighted media schedule continuous media schedule seasonal media schedule
flighted media schedule
Kay and Jenny's, a restaurant, implements a new system that identifies and gathers information about its regular customers, It rewards these customers by giving them gift coupons and cash prizes. This is most likely an example of . organizational optimization profit maximization total quality management customer relationship management
customer relationship management
Effective sales management begins with: determining sales goals. determining the most efficient structure for the sales force. specifying the sales force size. designing a compensation plan.
determining sales goals.
Corporations often use advocacy advertising to express their views on controversial issues. True False
O True
________ occurs when a customer and a company representative exchange information and develop learning relationships . Traditional selling An intervention Customer profiling An interaction
An interaction
is the ability of an advertising medium to reach a precisely defined market . Target sensitivity Audience selectivity Projection efficiency Target efficiency
Audience selectivity
Which of the following is a combination of sales automation and Internet technology that some marketers are using in an effort to enhance customer satisfaction and bring in more business? The preapproach model The attribution model Geolocation home automation Automated e-mail follow-up marketing
Automated e-mail follow-up marketing
is a price tactic that tries to get consumers into a store through false or misleading price advertising and then uses high-pressure selling to persuade consumers to buy more expensive merchandise, Leader pricing Price lining Bait pricing price bundling
Bait pricing
Which of the following is an impact of the Internet on the shopping behavior of consumers? The Internet auction business is likely to disappear in the future. Consumer reviews on the Internet about various products tend to be equal in quality. Business-to-business auctions are likely to be the dominant form of Internet auction in the future. Extranets will provide the best price for a particular product
Business-to-business auctions are likely to be the dominant form of Internet auction in the future.
Identify a true statement about sales force training. It is done by giving compensation to employees. It cannot occur during sales meetings, annual meetings, or during the course of everyday business. Training does not take place in the field or by using online modules. Conducting job training in the field via a live sales call provides real world experience for a trainee.
Conducting job training in the field via a live sales call provides real world experience for a trainee.
Which of the following statements is true of price-quality relationships? Consumers perceive lower-priced goods to be more long lasting than higher-priced goods. Consumers believe that higher priced goods are manufactured with better quality of ingredients. Consumers lack information about the quality of lower priced goods due to poor advertising. Consumer demands for higher priced goods remain unchanged even if theif quality declines.
Consumers believe that higher priced goods are manufactured with better quality of ingredients.
Monette has posted over 100 book reviews on discussion forums. She also frequently reviews products and services and posts her reviews on local restaurants on review sites. As a social media user, Monette would best be characterized as a joiner spectator critic collector
Critic
Wennel Inc., a fashion designing company, organizes an online contest. Participants need to design outfits for women. The designs are to be posted on a social media website where members can vote and provide feedback. Based on the votes, Wennel Inc. would announce the winner and also offer a job at its firm. In this scenario, Wennel Inc. is involved in brandjacking tagging blogging crowdsourcing
Crowdsourcing
is the ultimate goal of a new trend in marketing that focuses on understanding consumers as individuals instead of as part of a group. Organizational optimization Profit maximization Total quality management Customer relationship management
Customer relationship management
The first action a marketing team should take when initiating a social media campaign is: to establish a listening platform. to identify the medium for the campaign to identify potential consumers to develop a list of objectives.
Establish a listening platform
Newspapers and magazines have a high noise level. O True False
O True
Which of the following statements is crowdsourcing? It describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people. It describes how the level of buzz created for a product can be used as a measurable parameter for determining the product's effectiveness It describes various criteria to choose a suiteble method to promote a product or service It describes the factors that lead to consumors buying a product
It describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people.
Which of the following statements is true of communication? It is a process of sharing meaning through a common set of symbols. It is a strategic study of materials in order to form conclusions. It is a systematic measurement of a subject's merits or shortcomings It is a plan for the optimal use of the elements of promotion.
It is a process of sharing meaning through a common set of symbols.
Which of the following statements is true of a proper promotional mix ? It works for all products of a company. It entails indirect , one - way communication . It does not use advertising . It meets the needs of a target market .
It meets the needs of a target market .
Which of the following statements is true of executional styles for advertising? It often dictates what type of media is to be employed to convey the message. Injecting humor into an advertisement is the least effective executional style Advertisers seldom use humor as an executional style for routine purchases It remains constant for marketing campaigns in the political realm.
It often dictates what type of media is to be employed to convey the message.
Which of the following statements is true of networking? It refers to a process in which a salesperson approaches potential buyers without any prior knowledge of the prospects' needs or financial status. It refers to using friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations to identify potential clients. It refers to a process that describes the "homework" that must be done by a salesperson before he or she contacts a prospect. It refers to determining a customers specific needs and wants and the range of options the customer has for satistvg them
It refers to using friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations to identify potential clients.
Magnira Corp. is an organization that manufactures clothing for women, It uses Facebook to promote its products. Given this information, which of the following is true of Magnira Corp.? It should not disclose the prices of its products and services to the public. Its pages are subject to search engine indexing. It is restricted from communicating directly with stakeholders due to risks of hacking. Its pages are displayed in the form of individual profles
Its pages are subject to search engine indexing.
Fournott is a firm that designs and manufactures women's apparel. It sells its merchandise to retailers for them to handle, Given this information, which of the following statements is true of Fournott? Its retailers convince consumers to buy Fournott's products. It uses introductory consumer advertising as part of its strategy It uses a pull strategy to sell its merchandise. It focuses its promononal efforts on end consumers opinion leaders
Its retailers convince consumers to buy Fournott's products.
is a sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships. Price-based selling Adaptive selling Stimulus-response selling Relationship selling
O Relationship selling
Which of the following actions is performed during the final stage of an effective social media plan? Setting objectives that can be specifically accomplished through social media Examining trends and best practices in the industry Listening to customers and understanding their expectations Making changes to the implemented campaign based on consumer response
Making changes to the implemented campaign based on consumer response
Identify a true statement about online gaming. Massive multiplayer online games attract 6- to 10-year-olds. It restricts marketers from engaging with customers. Many mobile games use advertising to generate revenue for the game developers. Fantasy games are more appropriate for marketing than social and real world like games
Many movile games use advertising to generate revenue for game developers
Which of the following implications does social media pose on marketers? Marketers must understand that social media lacks methods to measure the interaction between marketers and customers. Marketers must understand that word of mouth spreads slowly on social media sites. Marketers must realize that it is enough for them to have a great ad campaign on social media for successful promotion. Marketers must realize that they often do not control the content on social media sites.
Marketers must realize that they often do not control the content on social media sites.
Which of the following statements is true of traditional selling ? It allows ample time for a detailed follow - up with customers after a sale . It results in more win - win transactions for salespeople than relationship selling . Minimal effort is placed on asking questions to identify customer needs . High emphasis is placed on matching customers ' needs and wants to the benefits of the product .
Minimal effort is placed on asking questions to identify customer needs .
Which of the following is a reason for the increasing popularity of the integrated marketing communications concept? Marketers have discontinued the use of online advertising because of its lack of measurability. More selectively segmented markets have replaced the traditional broad market groups that marketers promoted to in years past. The proliferation of thousands of media choices beyond traditional television has made promotion easier Marketers have increased their advertisement spending for promotional techniques that generate gradual sales responses.
More selectively segmented markets have replaced the traditional broad market groups that marketers promoted to in years past.
Which of the following makes it necessary for salespeople to conduct a thorough and continued follow-up with the clients? Conducting post-sales follow-up gives rise to cognitive dissonance, In present times, customers are more loyal toward brands and vendors now than before. Most businesses depend on repeat sales, which depend on follow-up by the salesperson. Buyers are more ndlined to look for the besideal when they experience good post-sale follow-up.
Most businesses depend on repeat sales, which depend on follow-up by the salesperson.
are independent and not associated with the marketing efforts of any particular company or brand. Marketing communications Social networking sites Social media campaigns Noncorporate blogs
Noncorporate blogs
A sales manager's only job is to maximize sales at a reasonable cost while also maximizing profits. True False
O False
Personal selling, unlike other promotional mix elements, is independent of the Internet. O True O False
O False
Relationship selling is more often used in selling situations for consumer goods. True False
O False
Which of the following is part of a pull strategy? Selling products to wholesalers Offering heavy sampling and introductory consumer advertising Using trade advertising Offering aggressive discounts to retailers
Offering heavy sampling and introductory consumer advertising
Which of the following statements is a difference between paid media and earned media? Paid media is based on the traditional advertising model, whereas earned media is based on a publicity or public relations model. Paid media gets people to talk about the brand, whereas earned media requires a brand to purchase media space. Paid media uses media coverage through word of mouth, whereas eamed media uses display advertising on websites foc promotion. Paid media is created when people talk and share content on social media, whereas earned media includes radio or newspaper advertising
Paid media is based on the traditional advertising model, whereas earned media is based on a publicity or public relations model.
describes the "homework" that must be done by a salesperson before he or she contacts a prospect. Prequalification Preapproach Networking Cold calling
Preapproach
Kelly's Kitchen, a popular chain of fast food restaurants, offers a kids' meal pack free with every purchase of its newly introduced luxury meal pack. In this case, which of the following types of sales promotions does Kelly's Kitchen offer? Trade allowance Push money Rebate Premium
Premium
Which of the following pricing strategies is subject to government regulation? Penetration pricing Status quo pricing Price skimming Price fixing
Price fixing
Which of the following statements is a difference between interpersonal communication and mass communication? Reception level is high in interpersonal communication, whereas it is low in mass communication. In Interpersonal communication, a company does not know the people with whom it is trving to communicate, whereas in mass communication, a company knows the people personally Noise level is high internersonal communication. whereas it is low in mass communication. In interpersonal communication senders receive intlirect feedbaäck, Whereas in mass communication, senders.receive direct feedback
Reception level is high in interpersonal communication, whereas it is low in mass communication.
Short message service (SMS) is different from multimedia messaging service (MMS) in that: SMS allows 960-character text messages, whereas MMS allows 160-character text messages. SMS is designed specifically for viewing pictures and navigation on mobile devices, whereas MMS does not have such features. SMS does not allow the attachment of images, videos, and ringtones to text messages, whereas MMS does. SMS does not require the Internet, whereas MMS requires the Internet to function.
SMS does not allow the attachment of images, videos, and ringtones to text messages, whereas MMS does.
Magnira Corp., a manufacturer of hygiene and personal care products, launches a new toothpaste "Tidy" that claims to be more effective maintaining oral hygiene than other brands. The advertisements of Tidy provide valid research information. Which executional style of advertising does Magnira use? Scientific Slice-of-life Spokesperson Mood or image
Scientific
Which of the following processes is used in social media monitoring? Personal selling Crowdsourcing Sentiment analysis Brandjacking
Sentiment analysis
Which of the following is the second stage involved in creating an effective social media plan? Listening to customers Setting social media objectives Defining strategies Identifying the target audience
Setting social media obejctives
Glenda, a sales representative for Revo Appliances Inc., had to deliver a presentation on her company's latest offering: an innovative food processor. Her target clients were senior managers and chefs from a reputed restaurant. After her presentation, Glenda faced tough objections from her clients who were skeptical about the product's necessity and usefulness. As a good salesperson, how should Glenda respond to this situation? She must ignore the specifications of the product's competing products. She must offer a steep introductory discount and increase the price later. She must suggest to her company the use of testimonials as a sales strategy rather than personal selling. She must consider the objections as a legitimate part of the purchase decision.
She must consider the objections as a legitimate part of the purchase decision.
Kelly's Kitchen, a restaurant, strives to improve its customer service and makes sure that its customers enjoy the food and ambience at the restaurant. The restaurant's manager gathers and assesses customer reviews from various sources and evaluates their opinions and sentiments. This scenario illustrates the process of personal selling social media monitoring market basket analysis lead qualification
Social media monitoring
Which of the following is a limitation of break-even analysis? It does not give an estimate of how much profit can be earned once the break-even point is obtained, It does not give weightage to the cost of labor that is incurred during production. Sometimes it cannot predict the effect of changes in sales price. Sometimes it is hard to know whether a cost is fixed or variable.
Sometimes it is hard to know whether a cost is fixed or variable.
Tread Inc., a sports shoe manufacturing company, began its campaign by spending one million dollars on advertising. Currently, Tread Inc. spends 200 million dollars on advertising. Initially, the advertisements contributed to the gradual increase in returns, but the company now confronts diminishing returns. In this scenario, which of the following phenomena explains Tread Inc's diminishing returns? unique selling proposition The advertising response function Switch and bait advertising Strategic advertising
The advertising response function
In the selling process, which of the following statements is true of developing and proposing solutions? The immediate step after presenting the sales proposal is the final purchase transaction. Often, customers are more likely to remember what salespeople say than how they present themselves. It is better to depend on a formal presentation than on a salesperson's ability to handle customer objections. The quality of both the sales proposal and the presentation can make or break the sale.
The quality of both the sales proposal and the presentation can make or break the sale.
Which of the following statements is true of prequalification systems? They free sales representatives from the time-consuming task of following up on leads to determine need, buying power, and receptiveness. They describe the "homework" that must be done by a salesperson before contacting the prospect. They use friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations to identify potential clients. They determine a customer's specific needs and wants and the range of options the customer has for satisfying them.
They free sales representatives from the time-consuming task of following up on leads to determine need, buying power, and receptiveness.
Which of the following statements is true of marketers as senders in the communication process? They spot new communication opportunities. They remind the target markets to take action. They adapt existing messages. They listen to the demands of target markets.
They remind the target markets to take action.
Which of the following statements is true of yield management systems? They determine the availability of product substitutes in industries that are experiencing rapid change. They use software that employs techniques such as discounting early purchases and limiting early sales at these discounted prices. They predict necessary service levels required to achieve revenue goals. They determine whether it is financially more feasible to buy a riew product or to repair a broken one.
They use software that employs techniques such as discounting early purchases and limiting early sales at these discounted prices.
A firm can charge different prices to different customers if the prices represent manufacturing or quantity discount savings. True False
True
According to garment makers, the demands of large customers are nearly wiping out profits for all but the very large suppliers. O True False
True
As products enter the growth stage of the product life cycle, prices generally begin to stabilize. True False
True
Predatory pricing is illegal under the Sherman Act and the Federal Trade Commission Act. True False
True
Sales promotion's greatest strength is in creating strong desire and purchase intent . True False
True
Salespeople selling in foreign markets should tailor their presentations and closing styles to each market. True False
True
New brands with small market shares tend to spend higher on advertising and sales promotions than those with large market shares because: the value of market shares is directly proportionate to the amount of money spent advertising. returns multiply beyond a certain level of spending. spending more will inhibit the advertising response function. a certain minimum level of exposure is needed to measurably affect purchase habits.
a certain minimum level of exposure is needed to measurably affect purchase habits.
Laelle Corp., a furniture manufacturing company, uses marketing efforts like paid television commercials and magazine inserts to publicize its products. These are examples of activities associated with: advertising franchising personal selling. nonstore retailing
advertising
To increase its revenue , Sky Airlines , an airline company , decides to promote well known brands in its in - flight magazine . These brands would pay a fixed price to Sky Airlines to print their promotional messages in the magazine . In the context of the promotional mix , the in - flight magazine is being used for _________ direct selling advertising personal selling public relations
advertising
Personal selling is more important than advertising and sales promotion if the products being sold: are standardized. have many consumers. have a low value. are technically complex.
are technically complex.
Maggie's Apparel Inc. manufactures apparel for men and women. It calls on other retailers to sell its products. The salespeople at Maggie's Apparel also travel to its customers' locations to finalize sales deals. In this scenario, the salespeople at Maggie's Apparel are business-focused salespeople consumer-focused salespeople opinion leaders late adopters
business-focused salespeople
Unlike consumer-focused salespeople, business-focused salespeople: require customers to come directly to a retail store. call on other companies to sell their products. shorten the sales process time. do not travel to customer locations.
call on other companies to sell their products.
Fournotts Corp., an electronic equipment manufacturer, collects data about its customers through customer interactions. On the basis of the data, the firm customizes its products and services according to the needs of the appropriate customer segments. This is an example of effective transaction management campaign management lead generation lead qualification
campaign management
Rue's Hunting Emporium sells hunting equipment. The store advertises its equipment in a popular magazine every Monday. It also plans to put out a television commercial every Thursday at 5:00 p.m. for a period of three months.. When a new or revised equipment is introduced, the products are steadily advertised throughout a planned period of time. This is an example of a circular media schedule flighted media schedule continuous media schedule seasonal media schedule
continuous media schedule
While recruiting the sales force, sales managers prefer salespeople who: often avoid getting involved in unlikely sales. get their point across confidently without being overbearing or aggressive. ensure that there is no nepotiation during the process of closing a sale, are transaction oriented rather than relationship oriented
get their point across confidently without being overbearing or aggressive.
Reach is related to a medium's ratings, generally referred to in the industry as: gross ratings points. cost per rating points. gross review poirits. target ratings points.
gross ratings points.
Firms use competitive or brand advertising when a product enters the of the product life cycle and other companies begin to enter the marketplace. introductory phase growth phase formative phase decline phase
growth phase
In ___the of the product life cycle, the promotional strategy is to emphasize the product's differential advantage over the competition. maturity stage introduction stage decline stage growth stage
growth stage
Which of the following is NOT a benefit of using influencer marketing? high return on investment (ROI) guaranteed success of the campaign access to large groups of potential customers consumers trust product claims made by people in their social networks
guaranteed success of the campaign
Unlike a firm that strives for market share, a firm with the objective of maximizing sales: possesses adequate funds and faces an optimistic future ignores profits, competition, and the marketing environment as long as sales are rising benefits from maximization of cash if it is adopted as long-run objective seeks to maintain existing prices or to meet the competition's prices.
ignores profits, competition, and the marketing environment as long as sales are rising
If the goal of the promotion plan is to improve the image of the company or the industry,___ may be used. institutional advertising pioneering advertising competitive advertising comparative advertising
institutional advertising
During the _________ of the product life cycle , the basic goal of promotion is to inform the target audience that the product is available . Growth stage introduction stage maturity stage decline stage
introduction stage
Pioneering advertising is heavily used during the ________ of the product life cycle . introductory stage growth stage formative stage conception stage
introductory stage
Which of the following statements is true of personal selling? It attempts to create a long-term relationship with the buyer. It focuses on creating a win-lose outcome with the buyer. It is increasingly focused on customer loyalty. It is increasingly dependent on the Internet.
is increasingly dependent on the Internet.
Laelle Inc., a leading manufacturer of industrial air conditioners, has developed a new air conditioner with high cooling capacity. To identify potential clients who will be interested in the new air conditioner, the company has sent out pamphlets to many firms along with its contact details for anyone interested. This scenario illustrates: needs assessment lead generation sales presentation knowledge management
lead generation
Adequate distribution for a new product can often be attained by: offering a larger-than-usual profit margin to distributors. having different model or serial numbers for products. allowing customers to get involved in showrooming. increasing the prices of the products.
offering a larger-than-usual profit margin to distributors.
To consumers , value is based upon : the absolute monetary value of price . perceived satisfaction . ability to get a discount on a product . the steadiness of price over a period of time .
perceived satisfaction .
Dernz Inc. , a food manufacturing company , markets its tomato ketchup globally . As its consumers are well aware of the uses of ketchup , the company does not have to generate product awareness . The company , however , wishes to focus on convincing consumers to buy Dernz's ketchup instead of other brands ' ketchup . In this scenario , Dernz Inc. must employ --- persuasive promotion informative promotion reminder promotion connective promotion
persuasive promotion
When Lofonift Inc. introduced its flagship product, an MP3 player, it captured the market by offering its product at a very low price. This gradually forced many of its competitors out of business. Once its competitors were out of business, Lofonift Inc. raised the price. In this scenario, Lofonift Inc, most likely indulged in predatory pricing price discrimination status quo pricing price fixing
predatory pricing
At a local supermarket, Linda saw a box of plant fertilizer that was retailed at $25 but was marked down to $20.99. Given this information, $20.99 is the dividend price margin profit.
price
Ava Lawnmowers Inc. is a company that manufactures and sells lawn mowers. Since it faces stiff competition in the market, it sells its products at different prices depending on the number of lawn mowers purchased by the consumers. In this scenario, the company indulges in penetration pricing price skimming price discrimination predatory pricing
price discrimination
To increase the popularity of its new range of smartphones, GizmoPro Inc., a mobile phone manufacturer, offered several accessories for free to customers who bought the smartphones. However, the management of GizmoPro Inc. soon found this an unsustainable practice. The company then decided to offer discounts on the accessories instead of giving them for free. These actions of the management of GizmoPro Inc. are aimed at market share pricing profit maximization demand orientation sales maximization
profit maximization
Diffusion Research Company specializes in conducting market research for various firms. When it receives a new research proposal, its management fırst estimates the cost of conducting the research and delivering the final research report. The management attempts to then reduce the costs through efficient operations. In this scenario, Diffusion Research Company has a _____objective. profit-oriented pricing cash maximization pricing status quo pricing sales-oriented pricing
profit-oriented pricing
The managers of Pork Farm Inc., a meat-packing company, want to create more consumer demand for the company's products that are not as popular as its competitors. They have a meeting to decide on the effective communication strategies that can be used to increase the popularity of Pork Farm Inc.'s products among customers. They want to do this by advertising their company's products. In this scenario, the managers of Pork Farm Inc. are developing the: distribution strategy price strategy promotional strategy service strategy
promotional strategy
A ___is a price reduction offered to buyers buying in multiple units or above a specified dollar amount. trade discount cash discount seasonal discount quantity discount
quantity discount
Mandy's Inc. is a well-known supplier of industrial goods. While selling goods, it provides personalized benefits to each customer. It focuses on developing trust over time instead of one-time sales. This is an example of price-based selling relationship selling Discount selling Persuasive selling
relationship selling
The newly opened Stone Restaurant was unable to attract a lot of customers. Since the owner of the restaurant had to pay back the loan that he had taken to start the restaurant, he decided to offer a 20 percent discount on the entire menu on weekends. In this scenario, the owner's pricing objective is a(n) market share maximization objective profit maximization objective asset maximization objective sales maximization objective
sales maximization objective
Advent Automobiles Inc. has launched a new sport utility vehicle ( SUV ) . It develops a marketing message and places advertisements in the leading newspapers and on social media sites to inform consumers about the new SUV and its various features . In the context of the communication process , Advent Automobiles is the __________ receiver decoder sender consumer
sender
99-Center Inc. is a retail store where all the merchandise is priced 99 cents. This retailer uses single-price tactic flexible pricing tactic price lining tactic price bundling tactic
single-price tactic
Which of the following is the most crucial element of creating a social media campaign? Selecting the target market defining the right goals selecting the right tools social listening
social listening
Zippy, a tech company with a large following on social media, posted a link on their social media page that had a typo, and led people who clicked the link to a site that contained adult material. The company only realized the error after hundreds of people clicked the link, and promptly deleted the post. Which of the following actions should Zippy take next? delete the post and deny any wrongdoing take action quickly continue posting scheduled content delete negative comments left on the company's other posts
take action quickly
Unlike trade sales promotion methods, consumer sales promotion methods are: targeted at the ultimate consumer market. directed to members of the marketing channel. focused on persuading consumers to make slow purchases, concerned with offering free merchandise and store demonstrations.
targeted at the ultimate consumer market.
Yield management systems are used: to eliminate the problem of simultaneous production and consumption from services. only in service industries. to establish price equilibrium. to make profitable use of the unused capacity of perishable goods.
to make profitable use of the unused capacity of perishable goods.
ValueSelect stores encourages their customers to share their favorite products on social media. The content created by the customers is an example of: owned media corporate-generated content user-generated content paid media
user-generated content
