MGT-3823 EXAM 3 (12,13,14) -MSU
One reason integrated marketing communications is necessary is __________.
consumers don't distinguish between content sources the way marketers do
Specific promotional tools used in ______ include direct mail, catalogs, online and social media, mobile marketing, and more.
direct and digital marketing
The promotion mix tool that has been around the least amount of time, yet reaches more audiences than traditional ones is ____________.
direct and digital marketing
The salesperson featured in the video, Dominic DeMarino, is a Pacemaker Defibrillator Sales Representative for Medtronic. As part of his job, he is often invited to large hospitals to participate during open-heart surgeries in order to ensure the company's medical devices are working properly. Based upon this description, Dominic could best be described as a(n) __________.
field sales representative
In complex selling situations, personal selling can be more effective than advertising because it is ______________.
interpersonal
When advertisers determine the qualitative value of message exposure through a given medium, they are assessing ________.
media impact
GE Healthcare employs different sales forces for diagnostic imaging, life sciences, and integrated IT products and services. GE Healthcare has adopted a(n) ______ sales force structure.
product
One popular method of branded entertainment is ________, which embeds brands as props within other programming, for example, television shows and movies.
product placement
Companies who primarily direct their promotional activities to channel members are using a(n) ______ strategy.
push
Advertising appeals should have three characteristics. These characteristics are:
to be meaningful, to be believable, and to be distinctive.
In the video, Ms. Shah emphasizes that OXO's primary advertising goals involve increasing depth and breadth of brand awareness. As such, the primary purpose of OXO's brand communications efforts is __________.
to inform
To overcome the many obstacles Medtronic faced in winning the large hospital's business, Dominic worked diligently to demonstrate his dependability. He showed the hospital how his product would create efficiencies and he made himself available to the doctors 24 hours a day, seven days a week. In so doing, Dominic was practicing ________.
value selling
It's time for the Super Bowl, and the end-of-the-aisle displays at the supermarket feature chips, dips, and soft drinks. What type of sales promotion tool is this?
Point-of-purchase
Which of the following are objectives of trade promotions?
Getting retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space
The Promoted Facebook page that comes across your news feed is considered which of the following promotion mix tools?
Advertising
At which step in the personal selling process does a salesperson meet the customer for the first time?
Approach
Logos, stationery, brochures, signs, business forms, business cards, buildings, uniforms, and company cars and trucks are examples of which promotional tool?
Corporate identity materials
Which promotional tool engages directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
Direct and digital marketing
Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer community?
Direct marketing
In an effort to build awareness of its brand, OXO has built a Facebook following of more than 75,000 fans, it engages with its customers via Twitter, and it maintains an active blogger outreach program. The company also advertises regularly on food-related websites like FoodNetwork.com. Building awareness to build primary demand is used for which advertising objective?
Informative
OXO offers a satisfaction guarantee on all of its products, the details of which are included on all of its packaging. More recently, the company has also utilized social media platforms like Facebook and Twitter to send a clear, compelling message about its guarantee program to customers. This best depicts which of the following concepts?
Integrated marketing communications
Which of the following statements about personal selling is correct?
Many customers are unable to distinguish the salesperson from the company.
You are assisting a customer while working at a local electronics retailer. When she doesn't understand your description of the television she is inquiring about, you quickly change your description of the product so she can better understand you. You are engaged in which of the following promotion mix tools?
Personal selling
The video describes an instance in which Dominic discovered that a heart surgeon had just taken a new job at a large hospital where Dominic's major competitor's contract was up for renewal. What phase of the selling process corresponds best to this discovery?
Prospecting
The manufacturer of an infant pain reliever finds that its products are tainted and must be recalled. The company's marketing manager issues a press release regarding the recall. Which promotion mix tool is this marketing manager utilizing?
Public relations
Although traditional media channels offer greater consumer reach, generating desired sales effects might require repeated exposures. OXO management believes it is hard to justify the higher costs of channels such as print and television commercials to reach consumers effectively. This example best illustrates which of the following concepts? (END OF CHAPTER 12 NOTES)
Return on advertising investment
You receive a 50-cent-off coupon in the mail for the laundry detergent you use. Which of the following promotion mix tools is the coupon?
Sales promotion
________ is a short-term incentive to encourage the purchase or sale of a product or service.
Sales promotion
Which of the following statements about sales promotions is correct?
The growing use of sales promotion has resulted in promotion clutter.
After recruiting and selecting salespeople, what is the next major step in sales force management?
Training salespeople
According to Ms. Bena Shaw, OXO's Senior Brand Communications Manager, OXO's early growth was fueled primarily by increasing both product categories and the number of retailers with which it dealt. Accordingly, its promotions mix and marketing communications strategies were aimed at getting retailers to carry more of its products. This approach is called __________.
a push strategy
To set its sales force size, a company can first group accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the ______ approach.
workload
A particularly rewarding aspect of Dominic's sales job is that it requires him to check in on patients after their heart surgeries to make sure that their Medtronic pacemakers and defibrillators are working well. This corresponds to what phase of the selling process?
Follow-up
During the __________ phase of the sales process, Dominic researched and identified a number of key factors that might preclude the hospital and doctor from considering the Medtronic product line.
pre-approach
The seven-step selling process takes a(n) __________ approach to selling. In other words, its aim is to help salespeople close a specific sale with a customer.
transaction-oriented