MKT 300 Ch 15-17 MindTap Practices

Scenario 17.3. Constance is partnering with Archie, an engineer, to try and sell a new aerospace product. Constance has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Constance is very eager to make sales. Normally, Constance likes to work alone, but she appreciates Archie's expertise because she thinks his advice on product characteristics and applications will help increase sales significantly. Constance is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Archie will also provide the client organization with assistance on its applications and system design. Refer to Scenario 17.3. Suppose Constance is paid a fixed salary plus a sizable commission based on sales volume. What type of compensation system does Constance have for her personal selling efforts? Team-based compensation plan Straight commission compensation plan Profit-sharing compensation plan Straight salary compensation plan Combination compensation plan

Combination compensation plan

Capital One coordinates its marketing efforts to continually set the message that its airline reward miles have no blackout dates. Both its print and television advertisements feature Jennifer Garner. Which of the following is the major goal of integrated marketing communication (IMC) in regard to its marketing messages? Profitability Flexibility Consistency Validity Reliability

Consistency

Scenario 15.2. High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. Based on the scenario, what is High Kicks' most likely objective for the promotion of its new brand? Stimulating demand Combating competitive promotional efforts Creating awareness Retaining loyal customers Facilitating reseller support

Creating awareness

Mitch works for Yelp. He helps existing clients optimize their business pages on Yelp so they get maximum exposure. New features are released regularly, so many clients have outdated pages. He informs them of new features and provides personal instruction. Mitch follows up with each client quarterly or as needed just to check in and make sure his clients are getting the most out of Yelp. What role is Mitch most likely in? Support salesperson Inside salesperson Technical salesperson Customer success manager Trade salesperson

Customer success manager

When Gillette released a controversial ad endorsing the #MeToo movement and challenging men to behave better toward women, Gillette was able to gauge the reaction to its ad immediately through social media. Many people tweeted or messaged Gillette with their thoughts. This is an example of what? Channel capacity Decoding Encoding Feedback Noise

Feedback

Which of the following most likely constitutes buzz marketing? Five Guys is considering updating its slogan to appeal to a younger demographic of consumers. Five Guys posts a sign outside of its restaurants advertising a new lunch special. Five Guys uses chalk to draw out a giant professional-looking drawing of fries complete with the Five Guys logo on the boardwalk of a big city. Five Guys partners with Farmville to feature a "Five Guys Farm" as part of the social media game for a limited time. Five Guys engages in a consumer game in which consumers receive board game prize stickers that come with the food they order.

Five Guys uses chalk to draw out a giant professional-looking drawing of fries complete with the Five Guys logo on the boardwalk of a big city.

Stonybrook Organics—famous for its organic yogurt—came out with an advertisement that showed an idyllic setting of a cow resting comfortably in front of a barn. The headline read, "Grant a Farmer's Wish." The Stonyfield logo was at the top left. This is most likely to be what type of advertising? Pioneer advertising Comparative advertising Competitive advertising Institutional advertising Product advertising

Institutional advertising

A sunscreen company sends out a press release about its limited-edition products which benefit a nonprofit for skin cancer. Which of the following is the best way for the sunscreen company to measure the impact the public relations message had on attitudes toward the company? Examining discussions about the campaign on social media forums Asking consumers for relevant feedback after the campaign Measuring attitude levels before and after the campaign Counting the number of media exposures Performing a content analysis of the message

Measuring attitude levels before and after the campaign

Scenario 16.2. OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled "How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed format but also included links to download the OkCupid app. Refer to Scenario 16.2. What type of advertising is OkCupid using? Institutional Comparative Advocacy Pioneer Native

Native

General Motors uses the phrase "precision matters" in an advertisement alongside a photo of a hummingbird to create the analogy that the precision with which this bird pollinates a flower is parallel to the commitment that GM workers have to producing high-quality, well-engineered, and well-manufactured cars and trucks. This is an example of what? Feedback Decoding Noise Marketing channel Encoding

Encoding

Makara works for a mobile marketing company that provides companies with a way to communicate with guests that frequently visit their stores. After Makara presents his company's services to a prospect, the prospect says that they are concerned about respecting the privacy of their guests. Makara quickly reassures the prospect that the technology is opt-in based, so guests have to provide their phone number and agree that the service can track their purchase behavior. What part of the personal selling process is Makara engaging in? Overcoming objections Closing the sale Following up Making the presentation Preapproach

Overcoming objections

Which of the following sites has likely been the most useful for marketers wanting to engage in viral marketing? YouTube Netflix Amazon Pandora Wikipedia

YouTube

Scenario 17.1. Maya is a sales representative for an artificial intelligence company. She attends a trade show and sets up a booth so attendees can learn more about her company. She collects the name and contact information of trade show attendees who visit her booth on an iPad. When she gets back to her office, Maya plans to review the contacts and determine whether they are current or previous clients of her firm, their industry and interests, and whether they are the key decision makers of the businesses. After this, her coworker Alan will call any relevant contacts to create a favorable impression and build rapport. Refer to Scenario 17.1. When she gets back to the office, Maya plans to engage in which step of the personal selling process? Approach Prospecting Making the presentation Overcoming objections Preapproach

Preapproach

Netflix has been working on what it believes is a revolutionary new technology for video streaming. The company is ready to showcase this technology. It knows this is a major news event and wants to get as much exposure as possible. Which public relations tool would probably be best for Netflix to use to announce this major news event? News release Captioned photograph Event sponsorship Press conference Feature article

Press conference

AfterShokz releases an advertisement for its Titanium model of wireless stereo headphones. The ad highlights that they are lightweight and comfortable and allow for crystal clear calling. This is most likely to be what type of advertising? Institutional advertising Comparative advertising Pioneer advertising Product advertising Competitive advertising

Product advertising

Scenario 15.2. High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. High Kicks is engaging in what type of promotion? Public relations Viral marketing Buzz marketing Product placement Word-of-mouth marketing

Product placement

Chipotle recently introduced a game called "Cado Crusher" that allowed users to make their own guacamole and appreciate Chipotle's fresh ingredients. After playing, users received a coupon for free guacamole. The game was designed to reinforce consumers' understanding of the quality and freshness of its long-time favorite guacamole. This is an example of what? Noise New introductory promotion Primary demand Promotion Feedback

Promotion

J. J. Watt, an NFL player, was featured in a Reebok and Finish Line print advertisement. The ad includes a photo of J. J. Watt and large text that reads, "Make an Imprint." Toward the bottom of the ad it says "Available at Finish Line" in small print with a link to Finish Line's website and a Finish Line logo. In the upper right corner is a Reebok logo with small text underneath that reads "Be more human." Which of the following is most likely to be the headline? J. J. Watt's photo "Be more human" "Make an Imprint" The Reebok logo "Available at Finish Line"

"Make an Imprint"

Tyler owns a jewelry business and would like to get more customers. His ideal form of promotion would be a local television advertisement. However, he decides it costs too much for him to go that route. He decides to place an ad instead on Facebook at a fraction of the cost. What is Tyler's reason for choosing this form of promotion? Characteristics of the product Promotional resources Marketing objectives Availability of promotion methods Characteristics of the target market

Promotional resources

Scenario 17.1. Maya is a sales representative for an artificial intelligence company. She attends a trade show and sets up a booth so attendees can learn more about her company. She collects the name and contact information of trade show attendees who visit her booth on an iPad. When she gets back to her office, Maya plans to review the contacts and determine whether they are current or previous clients of her firm, their industry and interests, and whether they are the key decision makers of the businesses. After this, her coworker Alan will call any relevant contacts to create a favorable impression and build rapport. Refer to Scenario 17.1. At the trade show, Maya is engaging in which stage of the personal selling process? Prospecting Making the presentation Preapproach Closing the sale Approach

Prospecting

LOFT sends out a cents-off offer to its email subscribers to push sales. The next day, LOFT sends another. Overuse of cents-off offers might lead to what? Less brand loyalty Complicated redemption Misredemption A cheapened brand image Fraud

A cheapened brand image

PepsiCo launched a massive sustainability campaign involving water conservation and rain forest preservation. It wants to create an image of being a strong corporate citizen. After the campaign, PepsiCo wants to measure the extent to which its stakeholders view it as being ethical and socially responsible. What should PepsiCo conduct? A communications audit An ethical audit An environmental audit A public relations audit A social audit

A social audit

Jordan is a sales representative for a company that sells drones. He has been working to build mutually beneficial long-term associations with his clients by regularly calling and emailing them. Jordan is confident he understands his clients' challenges and needs. What type of selling is Jordan doing? Training Trade selling Relationship selling Team selling Prospecting

Relationship selling

Subway creates a paid promotion featuring a different 6-inch sub of the day each day of the week. The sub of the day is only $3.50. Subway utilizes the radio to spread the word. Which promotion method is Subway using? Sales promotion Advertising Buzz marketing Personal selling Public relations

Advertising

Scenario 17.1. Maya is a sales representative for an artificial intelligence company. She attends a trade show and sets up a booth so attendees can learn more about her company. She collects the name and contact information of trade show attendees who visit her booth on an iPad. When she gets back to her office, Maya plans to review the contacts and determine whether they are current or previous clients of her firm, their industry and interests, and whether they are the key decision makers of the businesses. After this, her coworker Alan will call any relevant contacts to create a favorable impression and build rapport. Refer to Scenario 17.1. Alan plans to engage in which step of the personal selling process? Overcoming objections Making the presentation Prospecting Preapproach Approach

Approach

Identify the advertisement below that most likely appeals to a target audience that is health conscious. GEICO creates an ad that says the company can save consumers 15 percent or more on their car insurance. Downy releases an ad for its fabric conditioner featuring a college student in a dormitory and includes a coupon for $1 off in a student newspaper. Blue Diamond releases an ad in Shape showing a container of almonds jumping rope with the headline "Get your good going." Cozi creates an advertisement for its free family organizer app that helps parents create family schedules. Pandora highlights its sterling silver and 14K gold jewelry with photos of its diamond encrusted jewelry and the headline, "The Art of You."

Blue Diamond releases an ad in Shape showing a container of almonds jumping rope with the headline "Get your good going."

Rory is hiring a part-time graphic designer who will exclusively work on corporate identity materials for her company. Which of the following should the graphic designer have experience designing? Facebook ads Coupons Institutional advertising Storyboards Business cards

Business cards

Walmart is requiring more trade sales promotion from Bolthouse Farms, a juice and smoothie company, to keep extensively promoting its products and displaying them on their shelves. Why will Bolthouse Farms most likely comply with Walmart's request? Bolthouse Farms prefers sales promotion over the costlier advertising. Declines in brand loyalty have made sales promotions aimed at persuading customers to switch brands more effective. Retailers like Walmart have gained considerable power in the supply chain. Retailers like Walmart have become more interested in long-term performance. Heightened concerns about value have made customers more responsive to promotional offers.

Retailers like Walmart have become more interested in long-term performance.

Rhiannon is an inside sales representative at a natural cosmetics company. She recently sold a new primer the company released to many clients. However, the pump on the primer bottle does not work properly. Investigation shows the error stems from the manufacturer of the pump. Rhiannon's sales manager had pressured Rhiannon to sell this new product, and now Rhiannon is worried that this is not an isolated incident. In this case, there could be a major recall, and the firm's CEO would have to get involved. If a client is highly dissatisfied and wants to express discontent, who are they most likely to contact first? The CEO The organization as a whole Rhiannon's sales manager The manufacturing factory Rhiannon

Rhiannon

Scenario 15.1. Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. What type of promotion is this online contest? Sales promotion Personal selling Advertising Buzz marketing Public relations

Sales promotion

Scenario 17.3. Constance is partnering with Archie, an engineer, to try and sell a new aerospace product. Constance has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Constance is very eager to make sales. Normally, Constance likes to work alone, but she appreciates Archie's expertise because she thinks his advice on product characteristics and applications will help increase sales significantly. Constance is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Archie will also provide the client organization with assistance on its applications and system design. Refer to Scenario 17.3. Suppose Constance is paid by the sale, so her compensation depends entirely upon her sales during a given period. What type of compensation system does Constance have for her personal selling efforts? Team-based compensation plan Straight commission compensation plan Profit-sharing compensation plan Combination compensation plan Straight salary compensation plan

Straight commission compensation plan

Which of the following is an example of public relations? Patagonia pays for communication in a magazine. Macy's sends out notices through its mobile app informing consumers of its super sale on July 4. Target puts up a placard with the names and photos of employees recognized for exceptional service. The Container Store provides hundreds of hours of employee training to enhance customer service. Samsung creates a funny video that indirectly pokes fun at its competitor Apple.

Target puts up a placard with the names and photos of employees recognized for exceptional service.

Scenario 17.3. Constance is partnering with Archie, an engineer, to try and sell a new aerospace product. Constance has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Constance is very eager to make sales. Normally, Constance likes to work alone, but she appreciates Archie's expertise because she thinks his advice on product characteristics and applications will help increase sales significantly. Constance is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Archie will also provide the client organization with assistance on its applications and system design. Refer to Scenario 17.3. What type of sales position is Archie most likely to occupy? Customer success manager Outside salesperson Inside salesperson Technical salesperson Trade salesperson

Technical salesperson

Angie is the vice president of sales for a marketing analytics company that sells software to analyze social media data and provide predictive analytics. The software has become so complex, a single salesperson can no longer be an expert in every aspect of the product and purchase process. The CEO suggests Angie look into team selling. Which of the following is true about team selling? It involves building mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time. It is usually suited for salespeople who operate in a highly competitive environment. The salesperson takes the lead in the personal selling process, but other members of the team bring their unique skills, knowledge, and resources to the process. It is most effective for mature products that do not have much complexity. It usually involves the engineer or technical person taking the lead.

The salesperson takes the lead in the personal selling process, but other members of the team bring their unique skills, knowledge, and resources to the process.

Which of the following best represents noise in the communication process? The failure to have a desired product in stock The use of technical jargon the receiver doesn't understand When the receiver refuses to provide relevant feedback A loud sound that startles an in-store consumer The failure of the receiver to listen to the message

The use of technical jargon the receiver doesn't understand

Scenario 16.1. Noonsa provides copywriting services for promotions from several clients. Anna works on the artwork for the promotions using copy Noonsa writes. After they are finished, their colleague Rami arranges the artwork and copy. Currently, they are developing a print advertisement that will appear in a magazine. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 16.1. Noonsa, Anna, and Rami most likely work at a(n) _______. advertising agency temp agency editing organization consulting firm public relations agency

advertising agency

The J.Crew Ludlow Suit collection capitalizes on its positioning as "style with a substance." This is most likely the _______ for this particular J.Crew product line. advertising media plan advertising appropriation advertising platform advertising objective advertising campaign

advertising platform

Xavier is developing a media plan to derive maximum results from his media expenditures. Xavier is using _______ to go beyond human ability to make media decisions by matching the target audience to the right media selection for an effective plan. a competition-matching approach a recognition test artificial intelligence (AI) a consumer jury an objective-and-task approach

artificial intelligence (AI)

A _______ is a secondary incentive and is a sum of money that a producer gives to a reseller for each unit the reseller buys after an initial promotional deal is over. scan-back allowance cooperative advertising buying allowance merchandise allowance buy-back allowance

buy-back allowance

Scenario 16.3. Every year a small town hosts a popular relay race that gets nationwide attention. One year, Expedia donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 16.3. The New York Times requested a photo of the winner. They posted the photo on the news website. Underneath they included a brief description of the race and the winner. This is an example of a _______. content marketing tool press release captioned photograph native advertisement product placement

captioned photograph

Scenario 15.2. High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on. High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 15.2. The type of promotional activity used is based on _______. characteristics of the product push and pull policies promotional resources, objectives, and policies costs and availability of promotional methods characteristics of the target market

characteristics of the target market

Verizon releases advertising that informs users that it is "America's #1 Internet Service Provider." This is an example of _______. reinforcement advertising pioneer advertising comparative advertising institutional advertising competitive advertising

competitive advertising

Mountain Dew is known for its high customer engagement on social media. Mountain Dew would like to create a sales promotion that would allow customers to have fun. After doing some research, it decided upon a _______ because contestants would be more highly involved even if participation might be somewhat lower. consumer game consumer contest frequent-user incentive premium consumer sweepstakes

consumer contest

Scenario 17.2. Samsung sells household appliances to both individual customers through its site as well as through retailers such as Best Buy or Home Depot. Sales have been down lately as LG just came out with a new, popular refrigerator. Samsung wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive appliances. The consumer will receive a form that they will need to fill out and mail to Samsung to receive the money. Samsung also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 17.2. The first type of sales promotion mentioned is a(n) _______ sales promotion. The second type is a _______ sales promotion. consumer; trade individual; company consumer; reseller trade; retail trade; consumer

consumer; trade

Kya has a great relationship with retailers who sell her company's diamond engagement rings. Lately, one jewelry store has seemed reluctant to order more rings. According to the retailer, it does not seem to experience enough sales from their rings to justify selling them. Kya's firm tells the retailer that it will include a sterling silver tray with its next shipment of rings if the retailer will commit to purchasing one more shipment of their newest engagement rings and display the rings on the tray for at least a week. This is an example of a _______. push money free merchandise dealer listing dealer loader merchandise allowance

dealer loader

Dyson released a new hairdryer made with advanced technology. Evelyn is in charge of sales promotion. After examining the types of sales promotion that would be most effective, she chooses a _______. Although labor costs will be high, she knows it has proven to be a highly effective way of selling appliances. money refund free sample demonstration point-of-purchase display premium

demonstration

Wells Fargo's cross-selling scandal resulted in the creation of millions of fake accounts, betraying the trust of its customers. Wells Fargo has launched a series of campaigns to reestablish its credibility as a trusted bank. If Wells Fargo wants to identify changes in public opinion impacting the firm, it should conduct _______. an environmental audit environmental monitoring an aided recall test a social audit a communications audit

environmental monitoring

Scenario 16.2. OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled "Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed format but also included links to download the OkCupid app. Refer to Scenario 16.2. OkCupid wanted to know how effective its campaign was. It decided to survey BuzzFeed readers to measure how well they remembered the advertisement. OkCupid is currently in the _______ stage of the advertising campaign and is interested in implementing a _______. determining the advertising appropriation; unaided recall test choosing the advertising platform; posttest evaluating advertising effectiveness; posttest developing the media plan; pretest creating the advertising message; consumer jury

evaluating advertising effectiveness; posttest

Ring, a smart home security company, wants to develop a campaign for its latest doorbell model. Before it can do anything else, Ring must _______. create the advertising platform identify and analyze the target audience decide between advertising and public relations define advertising objectives determine the type of media

identify and analyze the target audience

Janet works for an email marketing software company and sets up a booth at a digital marketing trade show. Interested representatives from different firms can talk with Janet about the products her company offers. Janet encourages each person that stops by to fill out a form with their information on it so her company can send them more information about their products as well as promotional opportunities. Janet is using this promotional technique to _______. facilitate reseller support identify prospects reduce sales fluctuations retain loyal customers create product awareness

identify prospects

Nikkie works in the sales department of a business that sells hair styling pomade for men. For the majority of her workday, Nikkie talks to current customers. Some are individual consumers, while others are wholesalers that will resell the products. Most of Nikkie's job involves taking reorders from the customers. Sometimes she also follows up with a phone call to ensure the products were delivered on time. Nikkie is most likely a(n) _______ focused on _______. trade salesperson; current-customer sales customer success manager; new-business sales technical salesperson; current-customer sales support salesperson; new-business sales inside salesperson; current-customer sales

inside salesperson; current-customer sales

Kevin and Tayshia both manage accounts for their company. Kevin is based at the company's headquarters and takes orders, follows up on deliveries, and provides technical information. Tayshia engages in personal selling through face-to-face interactions by visiting clients regularly and prospecting new clients regularly. Kevin is likely a(n) _______ while Tayshia is a(n) _______. customer success manager; outside salesperson trade salesperson; inside salesperson inside salesperson; outside salesperson inside salesperson; current-customer sales outside salesperson; outside salesperson

inside salesperson; outside salesperson

The mayor of a major city held a press conference to comment on changes to a local ordinance and explain how it would affect the city. During the press conference, interested citizens could use Twitter to submit questions for a live Q&A. The mayor's staff monitored the questions and selected some of them for the mayor to answer during the press conference. The Q&A will be published later on the mayor's blog. This can best be described as _______. word-of-mouth communication a push policy viral marketing personal selling integrated marketing communications

integrated marketing communications

Scenario 16.1. Noonsa provides copywriting services for promotions from several clients. Anna works on the artwork for the promotions using copy Noonsa writes. After they are finished, their colleague Rami arranges the artwork and copy. Currently, they are developing a print advertisement that will appear in a magazine. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 16.1. Rami is most likely working on _______. a regional issue layout the headline illustrations the storyboard

layout

Mamrie works as a marketer for a big box store. Because Mamrie loves the Economist, she takes out an advertisement in the next issue. However, Mamrie later realizes that middle and lower-income individuals—a significant portion of the target market for her company's product—do not read the Economist. In fact, most do not even read print magazines anymore. Mamrie's campaign suffers from the use of the wrong _______. encoding marketing channel decoding process noise source

marketing channel

Scenario 17.2. Samsung sells household appliances to both individual customers through its site as well as through retailers such as Best Buy or Home Depot. Sales have been down lately as LG just came out with a new, popular refrigerator. Samsung wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive appliances. The consumer will receive a form that they will need to fill out and mail to Samsung to receive the money. Samsung also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 17.2. As the scenario describes Samsung agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. This is most likely a _______. cooperative advertising dealer loader buy-back allowance free merchandise promotion merchandise allowance

merchandise allowance

Alexa works for an engineering firm that is about to change its slogan. While Alexa did not plan to announce the change, the company's public relations agency suggests a single page _______ explaining the change in order to spread the word. press conference advertisement feature article captioned photograph news release

news release

Damian works at Ulta. A customer approaches him and mentions they saw an advertisement for a new eyeshadow palette that just came out. Damian informs the customer that the store is sold out but will get a new shipment in two weeks. Damian also informs the customer the store has several eyeshadow palettes that are very similar and leads them to a product that he feels will meet their needs. Damian is engaging in _______. personal selling prospecting public relations sales promotion advertising

personal selling

Cotton Incorporated frequently runs advertisements for clothing made from cotton with the tagline, "the fabric of our lives." Their ads do not promote any brand in particular. Cotton Incorporated is trying to stimulate _______. selective demand primary demand new introductory promotion product trial awareness

primary demand

L'Oréal engages in _______ on MTV's The Hills: New Beginnings by strategically featuring their makeup products being used by cast members to reach the product's target markets. product placement buzz marketing product integration word-of-mouth communication viral marketing

product placement

Scenario 15.3. John and his husband Miguel are highly critical of promotion. Recently their son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on television have convinced his son that he must have the bike to be happy. However, Miguel's main concern is that the ads on television are misleading about the features of the bicycle, so he worries their son will be disappointed with the real thing. Refer to Scenario 15.3. John believes that _______. promotion is deceptive promotion costs too much promotion increases prices promotion creates needs promotion promotes potentially harmful products

promotion creates needs

Scenario 15.3. John and his husband Miguel are highly critical of promotion. Recently their son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on television have convinced his son that he must have the bike to be happy. However, Miguel's main concern is that the ads on television are misleading about the features of the bicycle, so he worries their son will be disappointed with the real thing. Refer to Scenario 15.3. Miguel believes that _______. promotion is deceptive promotion creates needs promotion promotes potentially harmful products promotion costs too much promotion increases prices

promotion is deceptive

IHOP (International House of Pancakes) announced it would change its name to IHOb (International House of Burgers). While the temporary stunt received both positive and negative attention from consumers as well as the media, the campaign was intended to be a fun _______ tool to draw attention to IHOP's burger selection. content marketing public relations advertising search advertising sales promotions

public relations

Scenario 15.1. Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. The campaign was so successful that Aiden decided to host a press conference to announce the winner. Aiden invited the media to film the event. The CEO of the firm named the finalists and then called out the winner. This all occurred with much fanfare. An illustration of the proposed board game with a short description was provided to reporters to publish in the paper. This campaign is an example of _______. sales promotion public relations advertising buzz marketing personal selling

public relations

Scenario 16.3. Every year a small town hosts a popular relay race that gets nationwide attention. One year, Expedia donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 16.3. Expedia's donation of a travel package for the winner of the relay race was most likely an attempt to generate positive _______. sales promotion content marketing advertising viral marketing public relations

public relations

Scenario 16.3. Every year a small town hosts a popular relay race that gets nationwide attention. One year, Expedia donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 16.3. Suppose that USA Today writes an article about this year's relay race. This acts as _______ for the small town. pioneer advertising a press conference publicity a feature article viral marketing

publicity

Scenario 17.2. Samsung sells household appliances to both individual customers through its site as well as through retailers such as Best Buy or Home Depot. Sales have been down lately as LG just came out with a new, popular refrigerator. Samsung wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive appliances. The consumer will receive a form that they will need to fill out and mail to Samsung to receive the money. Samsung also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 17.2. As the scenario describes, Samsung plans to create a sales promotion in which it will send a specified amount of money to consumers who purchase one of Samsung's more expensive appliances. This is most likely a _______. cents-off offer rebate money refund buy-back allowance coupon

rebate

A boutique is open Monday through Saturday from 9 a.m. to 6 p.m. The store usually has some type of sales promotion during the weekdays but rarely offers them on Saturdays. This promotional strategy is most likely because the owner wants to _______. retain loyal customers create product awareness identify prospects facilitate reseller support reduce sales fluctuations

reduce sales fluctuations

Shiloh is part of team creating a new advertisement for Bounty paper towels. Shiloh favors showing a large photo of the paper towels cleaning up a spill with the popular tagline, "Quicker Picker Upper." Another team member, Luanne, prefers an advertisement that will describe how Bounty is superior to Brawny, a competitor. Shiloh favors a(n) _______ advertising approach, while Luanne favors a _______ approach. institutional; product reminder; comparative reminder; reinforcement reinforcement; pioneer comparative; competitive

reminder; comparative

Scenario 15.1. Aiden works for an indie board game company. With the help of his coworkers, Aiden recently designed an online contest using social media that encouraged fans to submit their own ideas for a new board game. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new game. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the board game. Refer to Scenario 15.1. In order to communicate the message, Aiden had to convert his message into writing that represented the ideas he was trying to get across. Aiden is the _______ of the message, and he is involved in _______. source; decoding receiver; encoding source; reducing noise communications channel; decoding source; encoding

source; encoding

Emerald Nuts released an advertisement describing the health benefits and nutritional value of different nut varieties such as cashews and peanuts. Emerald's objective for this promotion is most likely to _______. retain loyal customers encourage product trial create awareness stimulate primary demand stimulate selective demand

stimulate primary demand

Jeff works in the sales department of a large firm that sells to retailers. His main duties are to help clients restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers. Jeff is most likely a(n) _______. trade salesperson customer success manager inside order taker technical salesperson outside salesperson

trade salesperson

After slumping sales, Joe needs to create an advertisement. He depends heavily on local TV and radio stations for copywriting, artwork, and advice about scheduling media. Joe most likely works at a(n) _______. consulting firm large firm very small firm public relations agency advertising agency

very small firm

Sarah's startup which sells smart home devices has a growing sales force across the country. It's finally time to divide the sales territories. When creating sales territories, Sarah should try to create territories _______. that focus on urban areas that are geographically divisive with similar sales potential that are the same size with similar shapes

with similar sales potential

Because Brianna loves Chinese food, she was eager to check out a new Chinese restaurant. The restaurant had undertaken a large-scale promotional campaign, with television commercials, glossy magazine ads, and large billboards. However, when she talked to two of her friends, they told her the service was terrible and quality was poor. Based on these recommendations, Brianna decided it was not worth it to try out the restaurant. The Chinese restaurant failed to realize the importance of _______. publicity push policies buzz marketing electronic marketing word-of-mouth marketing

word-of-mouth marketing