MKTG 5310, Quiz 3 (Ch. 13 and 16)
The goal of persuasive promotion is to:
stimulate a purchase or an action
In terms of the ADIA concept, sales promotion is most effective at creating:
strong desire and purchase intent
Persuasion normally becomes the primary promotion goal when
the product enters the growth stage of the product life cycle
Entrepreneur Krissa Fernandes has developed flour made from ground almonds that she sells under the Platinum Nut brand for use in baking. Everyone who has baked with the new flour loves it, but she is having trouble getting potential consumers to the desire stage of the AIDA concept. Which of the following elements of the promotional mix would be most likely to move people to look for the product and buy it?
A $2-off coupon for a five-pound bag of almond flour
For which of the following purchases is Gordo most likely to pass through all four stages of the AIDA process?
Gear of mountain climbing
Which of the following is NOT a disadvantage a firm using mass communication might experience?
Great expense on a per person exposed basis
What are the three basic tasks of promotion?
Informing, persuading, and reminding
_____ is the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused.
Integrated marketing communications
Lyndon went to a Web site that sells barbeque grills and read reviews of several different models. He has requested more information about a Weber grill that appeared to meet his needs, but he is not yet willing to give up his search to find the perfect grill. As far as Weber is concerned, Lyndon is in the _____ step of the AIDA concept.
Interest
_______ is probably the most important factor determining the promotional mix.
Money
Java Jacket is a company that designs and prints ads on the paper jackets that go around hot coffee cups sold in coffee shops. To find clients to advertise on the coffee cup jackets, the company sent a representative to companies like Warner Brothers, eBay.com, and the Wall Street Journal to tell them how their ads on coffee cup jackets would give them inexpensive exposure to a large number of potential customers. Java Jacket's activities can best be described as:
Personal Selling
Which of the following elements of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions?
Personal selling
Which of the following is one of the basic tasks typically performed by promotion?
Persuading
_____ is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Promotion
In 2008, the NBC television network used advertising, personal selling, public relations, and sales promotion to communicate with its target audience about its new show My Own Worst Enemy. The television network's _____ described its plan on how to use these tools most effectively.
Promotional strategy
To provide more delivery service to the consumer market, UPS created UPS stores. According to the AIDA model, to create attention for this more convenient and less expensive way to mail packages through UPS, its marketing department should have relied on which element of the promotional mix?
Public Relaitons
Because automobile tires are in the maturity stage of their product life cycle, the promotional mix element _____ should NOT be emphasized in the marketing of this product.
Public realtions
The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to gain public understanding is called:
Public relations
Public information about a company, good, or service appearing in the mass media as a news item is called:
Publicity
Which of the following statements is true of a product sales-force structure? A) A product sales-force structure is characterized by specialization along product lines. B) A product sales-force structure is used when a company has only one product line. C) A product sales-force structure requires every salesperson to be an expert in all the product categories of the company. D) A product sales-force structure organizes the sales force along customer or industry lines. E) A product sales-force structure uses a single sales force across different product lines.
A) A product sales-force structure is characterized by specialization along product lines.
Which of the following is true of a territorial sales-force structure? A) It clearly defines each salesperson's job and establishes accountability. B) It benefits firms with many technological products requiring technically-skilled salespeople. C) It is used by firms that organize their sales forces along customer or industry lines. D) It requires salespeople to sell a wide variety of products over a broad geographic area. E) It differentiates the sales force solely on the basis of product expertise.
A) It clearly defines each salesperson's job and establishes accountability.
Which of the following is most likely true of a sales force? A) The performance difference between an average salesperson and a top salesperson is generally substantial. B) The cost of replacing a salesperson is usually low because minimal training is necessary. C) A sales force with many new people is typically more productive than one whose members have been around for a long time. D) Individuals within a sales force generally perform at the same level of efficiency. E) On-site sales training is more efficient and less costly than e-learning programs.
A) The performance difference between an average salesperson and a top salesperson is generally substantial.
Which of the following is most likely true about salespeople in a field sales force? A) They build relationships with customers by traveling to see them. B) They make most sales from their offices via media interactions. C) They provide administrative backup for outside salespeople. D) They rely on telemarketing efforts to gain leads and clients. E) They are prohibited to sell or service accounts directly.
A) They build relationships with customers by traveling to see them.
________ are sales promotion tools used to generate new business leads, stimulate purchases, educate customers, and motivate salespeople. A) Trade shows B) Rebates C) Allowances D) Point-of-purchase promotions E) Sweepstakes
A) Trade shows
Sheldon Parks works as a salesperson in a large company that sells vending machines and beverages like coffee, tea, and hot chocolate. He meets Rosa Thoms, a potential client who heads the administration department of a large MNC, and speaks to her at length to determine the kind of vending machine and beverages her company would need. After understanding the specifications, he provides her team of employees with samples to obtain their feedback. At which step of the selling process is Sheldon in the above scenario? A) approach B) preapproach C) qualifying D) prospecting E) closing
A) approach
Which term refers to a tool used by managers to supervise their salespeople? A) call plan B) sales quota C) sales contest D) bonus plan E) straight commission
A) call plan
AirNetwork, a telecommunications company, sponsors a rock concert by a famous band in order to further its brand visibility. This is an example of a(n) ________. A) event marketing program B) premium C) point-of-purchase promotion D) trade promotion E) price pack
A) event marketing program
What is the last step in the selling process? A) follow-up B) closing C) handling objections D) presentation E) prospecting
A) follow-up
In which of the following steps of the selling process does a salesperson seek out, clarify, and overcome any customer disapproval to buying? A) handling objections B) closing C) follow-up D) prospecting and qualifying E) preapproach
A) handling objections
Lemony Inc. sells its popular bottled lemonade-the company's only product-in various geographic locations through tie-ups and agreements with retailers. Each location is represented by two salespersons, one of whom serves current customers while the other finds new ones. Which of the following sales-force structures has most likely been combined to form the complex sales-force structure at Lemony Inc.? A) market and territorial B) market and customer C) product and territorial D) market and product E) geographical and product
A) market and territorial
In which step of the selling process does a salesperson set call objectives? A) preapproach B) approach C) presentation D) qualifying E) prospecting
A) preapproach
Which consumer promotion tool involves selling two products for the price of one? A) price packs B) coupons C) rebates D) advertising specialties E) samples
A) price packs
In which of the following promotion tools does a customer send a proof of purchase to a manufacturer, who then refunds part of the purchase price by mail? A) rebate B) coupon C) sample D) premium E) price pack
A) rebate
How have social media tools most likely affected personal selling? A) reducing the use of person-to-person selling efforts B) increasing the costs of selling products and services C) changing the basic fundamentals of interpersonal selling D) increasing the number of product reports given to customers E) slowing the sales force response rate to customers' problems
A) reducing the use of person-to-person selling efforts
Protons are new, poppable snacks made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Which elements of the promotional mix would be most useful in attracting attention to this new snack food?
Advertising and Public relations
According to the AIDA concept, the first step an advertiser must take is to gain to the consumers?
Attention
________ are the standards stating the amount salespersons should sell and how sales should be divided among the company's products. A) Sales promotions B) Sales quotas C) Display allowances D) Time-and-duty analyses E) Sales reports
B) Sales quotas
Which of the following is most likely an example of a business promotion tool? A) a free DVD for customers who purchase a new television at a retail store B) a trade fair showcasing a new audio system developed by an electronics firm C) a sweepstakes program inviting customers to enter for the chance to win a new car D) a toaster being sold at half its list price for any buyer who purchases a food processor E) a display allowance for retailers who feature a manufacturer's product in a favorable manner
B) a trade fair showcasing a new audio system developed by an electronics firm
In which of the following steps of the selling process does a salesperson make sure that there is proper installation and support after a buyer receives the initial order? A) closing B) follow-up C) handling objections D) presentation E) prospecting
B) follow-up
Simpson Ltd., located in San Diego, provides a range of household and healthcare goods to consumers within the region. The firm also runs a number of local hotels and resorts under its brand name. Simpson employs different sales forces for each major division, so there are sales teams for household goods, healthcare goods, hotel management, and resort management. Simpson has most likely adopted a(n) ________ sales-force structure. A) market B) product C) customer D) territorial E) complex
B) product
Easy Life manufactures a wide range of kitchen appliances, healthcare products, and cosmetics. Its salespeople are divided on the basis of their expertise in a product category. Again, within each category, they are divided into teams addressing large retail customers, convenience stores, and the general public. Which of the following sales-force structures has most likely been combined to form this complex sales-force structure? A) territorial and market B) product and market C) product and territorial D) geographical and product E) market and customer
B) product and market
What is the first step in the selling process? A) approach B) prospecting C) demonstration D) handling objections E) sales presentation
B) prospecting
Fruity Loop, a leading manufacturer of fruit-juices, introduces a new range of potato chips. To promote this new product, it offers a packet of potato chips free with every bottle of Fruity Loop juice. Which of the following promotion tools is Fruity Loop using in this case? A) rebates B) samples C) coupons D) advertising specialties E) price packs
B) samples
A company that sells only one product line to one industry with customers in many locations would typically use a ________. A) product sales-force structure B) territorial sales-force structure C) market sales-force structure D) customer sales-force structure E) complex sales-force structure
B) territorial sales-force structure
________ are certificates that save buyers money while they purchase specified products. A) Price packs B) Samples C) Coupons D) Point-of-purchase promotions E) Premiums
C) Coupons
Which of the following statements is most likely true of team selling? A) It is used most often when the group of target customers is small and homogeneous. B) It consists of experts from a single area of the selling firm such as marketing or finance. C) It can unearth problems and provide solutions that no individual salesperson could. D) It is most often implemented when products are simple and distribution costs are low. E) It simplifies the process of evaluating the individual contributions of sales team members.
C) It can unearth problems and provide solutions that no individual salesperson could.
Which of the following is a disadvantage of using social media tools for selling? A) Social media tools have transformed the fundamentals of selling. B) Social media tools tend to make sales forces less efficient. C) Social media tools can intimidate low-tech sales people or clients. D) Social media tools make it difficult to spot buying trends. E) Social media tools increase the time taken to solve customer problems.
C) Social media tools can intimidate low-tech sales people or clients.
In which of the following steps of the selling process does a salesperson ask a buyer for an order? A) preapproach B) qualifying C) closing D) prospecting E) approach
C) closing
If a company assigns individual teams of salespeople to big retail customers, it most likely has a(n) ________ sales-force structure. A) undifferentiated B) product C) market D) territorial E) demographic
C) market
In which of the following structures does a company organize its sales force along client or industry lines? A) demographic sales-force structure B) service sales-force structure C) market sales-force structure D) territorial sales-force structure E) product sales-force structure
C) market sales-force structure
Cream Bay has come out with a new range of ice creams. To promote the new products, Cream Bay has set up shopping mall kiosks to offer free ice cream samples to potential customers. Which promotion tool is Cream Bay most likely using? A) rebates B) price packs C) point-of-purchase promotions D) coupons E) advertising specialties
C) point-of-purchase promotions
In which step of the selling process does a salesperson or company identify qualified potential customers? A) demonstration B) preapproach C) prospecting D) approach E) presentation
C) prospecting
The manufacturer of Meridian yam products spent $25,000 to create an ad that ran in the Thanksgiving issue of a popular cooking magazine. Because it was the originator of the communication process, Meridian acted as a:
sender
Robert Solis is a salesman in a company that specializes in event management. He uses the Internet to identify potential companies with which his company can build long-term profitable relationships. Which step in the selling process does this scenario depict? A) demonstration B) preapproach C) prospecting D) approach E) presentation
C) prospecting
Which term refers to the fixed amount in a salesperson's compensation? A) bonus B) commission C) salary D) incentive E) profit-sharing plan
C) salary
Which of the following statements about the AIDA model is true?
Certain promotional tools are more effective at certain stages of the AIDA model.
_____ is the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes.
Communication
Which of the following examples represents a product sales-force structure? A) Venson's produces frozen dinners at its factory in Ohio, and it sells them across the country through a network of sales representatives organized into regional and territorial tiers. B) AmWeb produces an expensive brand of herbal cosmetics called "Green You" that are sold in select boutiques and beauty parlors by selling teams assigned to serve small groups of key customers. C) Verra Designers operates from its landmark store in uptown New York and customers from all over the world come to this store to buy original merchandise at steep prices. D) Cartlon Computers sells its range of highly specialized computers through special teams, each of which has received training in the configuration, uses, and USPs of a single model in the range. E) Nutters Inc., producers of cookies and other baked goods, markets its products throughout the country through a network of area and regional sales officers.
D) Cartlon Computers sells its range of highly specialized computers through special teams, each of which has received training in the configuration, uses, and USPs of a single model in the range.
Which of the following statements is true of salespeople? A) They do not work with wholesalers and retailers. B) They are employed mostly in click-only companies. C) They do not represent the customers to the company. D) They represent a company to its customers by communicating and selling. E) They represent a new class of professionals who have emerged as part of the steep rise in retailing.
D) They represent a company to its customers by communicating and selling.
Which of the following is an advantage of a territorial sales-force structure? A) The sale of multiple product lines to more than one industry is facilitated. B) Each salesperson is assigned to multiple geographical areas. C) Several types of sales-force structures are combined. D) Travel expenses are relatively small. E) The sales force specializes across different product lines.
D) Travel expenses are relatively small.
Koffee, a brand of instant coffee, gives away a free coffee mug with its logo imprinted on it with every purchase of a 500g packet of its instant coffee powder. Which promotion tool is Koffee using? A) coupons B) price packs C) samples D) advertising specialties E) rebates
D) advertising specialties
Millie Foods, producers of baby food, offers a monetary sum to retailers who agree to feature its new products on their shelves for a considerable time period. In this case, the promotion tool used by the company is referred to as a(n) ________. A) price pack B) rebate C) sample D) allowance E) discount
D) allowance
Conventions, trade shows, and sales contests are types of ________. A) point-of-purchase promotions B) trade promotions C) advertising specialties D) business promotions E) premiums
D) business promotions
Salespeople write up their completed activities in a(n) ________. A) sales quota report B) profit-sharing plan C) call plan D) call report E) expense report
D) call report
ABM Connect is one of the largest Internet service providers in India. The company's salespersons regularly contact buyers to make sure that the installation and services have been properly executed. Which of the following steps of the selling process does this scenario depict? A) approach B) presentation C) closing D) follow-up E) preapproach
D) follow-up
Sandy Bayes works at Hilton Brews as a senior sales executive and manages all the key national accounts of his company. His job involves ensuring that key customers receive the best service from Hilton Brews. Sandy is also responsible for acquiring new customers with high consumption needs on a nation-wide basis. Despite his lack of product specialization in all the product lines, Sandy is hired for this position because of his excellent interpersonal skills. Hilton Brews has most likely adopted a ________ sales-force structure. A) product B) team-based C) territorial D) market E) complex
D) market
Weekly or monthly work plans used by management to get information about salespeople are referred to as ________. A) sales quotas B) ROI plans C) call objectives D) sales reports E) call plans
D) sales reports
The presentation stage of the selling process most likely involves ________. A) cold calling in the absence of potential leads B) fixing the final meeting with a customer to close a deal C) gathering information about an organization and its buyers D) showing how a company's products can solve a customer's problems E) requesting an order from the customer after handling any minor objections
D) showing how a company's products can solve a customer's problems
Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers are collectively called ________ promotions. A) consumer B) point-of-purchase C) sales-force D) trade E) business
D) trade
Which of the following is a characteristic of an inside sales force? A) It travels to make sales calls on customers in the field. B) It receives administrative backup from outside sales forces. C) It cannot sell or service accounts directly. D) It eliminates the need to have an outside sales force. E) It conducts business from an office via telephone.
E) It conducts business from an office via telephone.
Which of the following examples represents a territorial sales-force structure? A) Maxine Pharmaceuticals organizes its sales force based on each salesperson's expertise on specific drugs manufactured by the firm. B) Cherrie Boutique sells its products through a network of teams, each of which handles a specific product, but products are sold from only one location. C) Verra Designers operates from its landmark store in New York, and customers from around the world visit the store to buy original merchandise at steep prices. D) Milton's, a specialty liquor brewery, uses half of its sales force to cater to existing customers, and the rest to identify new customers. E) Oriental Meals, producers of precooked Chinese meals, markets its products throughout the country using a network of regional sales offices.
E) Oriental Meals, producers of precooked Chinese meals, markets its products throughout the country using a network of regional sales offices.
________ are offers of a trial amount of a product. A) Cash refunds B) Price packs C) Rebates D) Coupons E) Samples
E) Samples
Which of the following is a promotion tool used for trade promotions? A) sweepstakes B) price packs C) conventions D) rebates E) allowances
E) allowances
In which step of the selling process does a salesperson most likely meet a customer for the first time? A) prospecting B) preapproach C) presentation D) qualifying E) approach
E) approach
A ________ sales-force structure combines several types of sales force organizations. A) market B) simple C) product D) territorial E) complex
E) complex
What is the primary goal of trade promotions? A) boosting long-term relationships with final buyers B) motivating salespeople to attend trade shows C) generating qualified business leads and contacts D) rewarding customers for frequent purchases E) persuading resellers to carry a brand
E) persuading resellers to carry a brand
In which step of the selling process does a salesperson learn as much as possible about a prospective customer before making a sales call? A) approach B) follow-up C) demonstration D) handling objections E) preapproach
E) preapproach
Kartoffel, a food processing company, offers a free toy inside every 50g packet of their potato chips. Which of the following promotion tools does this exemplify? A) rebate B) coupon C) price pack D) sample E) premium
E) premium
Howard Genks works as a sales representative for Med-Tex, a firm that manufactures hospital supplies. Recently, a prospective buyer walked into the Med-Tex store seeking beds for the children's ward in his private clinic. Howard quickly showed the client the range of beds available that were designed specifically for children. In which of the following steps of the selling process was Howard? A) prospecting B) qualifying C) follow-up D) handling objections E) presentation and demonstration
E) presentation and demonstration
Sales promotions targeted at ________ are called trade promotions. A) government buyers B) salespeople C) business customers D) final buyers E) retailers and wholesalers
E) retailers and wholesalers
What is the purpose of a sales manager using a time-and-duty analysis? A) compensating salespeople B) prospecting customers C) recruiting salespeople D) forming sales teams E) supervising salespeople
E) supervising salespeople
Loretta Inc., a U.S.-based watch manufacturer, sells its products in France, China, Russia, and India. To manage sales, Loretta appoints a number of sales representatives to each location. Sales representatives report to area managers, and area managers coordinate sales in their respective areas before reporting to regional managers. Loretta has most likely adopted a ________ sales-force structure. A) customer B) product C) complex D) distributor E) territorial
E) territorial
The difference between an inside sales force and an outside sales force is that an outside sales force ________. A) acquires more decision-maker contacts each day B) consists mostly of telemarketers and Internet sellers C) conducts business from headquarters via telephone D) spends less money to reach and support customers E) travels frequently to call on customers in the field
E) travels frequently to call on customers in the field
For its new Jeep Compass, DaimlerChrysler has launched a new campaign targeting young, hip consumers. To reach its target, DaimlerChrysler's advertising agency is using music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. The agency has devised a host of bobblehead characters that represent the wide variety of potential Compass buyers. The ad agency is acting as the _____ of the message.
Encoder
_____ is the conversion of the sender's ideas and thoughts into a message.
Encoding
The communication process itself consists of:
Encoding, decoding, channel, sender, and receiver
Petra McCoy has developed a product for cleaning grout called Grout-Chee. Everyone who has tried the product really appreciates how quickly it works, but McCoy is having trouble getting retail stores to carry the product. She has decided to send retailers free samples and use other trade promotions to encourage stores to carry her product. McCoy is using a(n) _____ promotional strategy.
Push
_____ promotion is used to keep a familiar brand name in the public's mind and is prevalent during the maturity stage of the product life cycle.
Reminder
What is the most effective promotional mix to use with products that are convenience goods and purchased routinely?
Sales promotion and advertising
Which of the following outlines a sequential four step process for achieving promotional goals?
The AIDA concept
Which of the following statements about advertising is true?
The cost per contact in advertising is low
Which of the following statements about the characteristics of the elements in the promotional mix is true?
The most feedback is available with personal selling
Ernest has three engineering degrees. He has hired an interior decorator to update his home. He is tremendously frustrated when he asks what he thinks are simple questions about weight-bearing walls and insulation requirements that the designer is unable to understand. Yet Ernest has the same problems when the designer starts talking about mauve, cerise, and magenta. Why is the communication process not working in this instance?
The sender and receiver do not share overlapping frames of references
Which of the following statements about sales promotions is true?
Trade shows, coupons, premiums, and vacation giveaways are types of sales promotions.
Arc Promotional Agency created the first mobile blogging competition and online reality show for SingTel, a telecommunications company in Singapore. The campaign let SingTel customers pick their dream couple and follow their lives through a moblog. SingTel used _____ to communicate with its consumers.
a corporate blog
GM uses blogging to communicate with customers online. GM's vice chairman Bob Lutz—an auto industry veteran and the company's director of product development—began a blog about the company in 2005. Once readers realized it really was Lutz and not an advertising ploy, they quickly warmed to the idea and appreciated his candid comments about GM and its competition. This is an example of:
a corporate blog
In 2006, Atlanta once again hosted the Peachtree Road Race, a running event that attracts many world-caliber racers. This year, race officials also sanctioned a race conducted in Iraq so that soldiers from Georgia would not have to miss the annual event. The winners of the Mideast race as well as scenes of the actual race were televised. In terms of a promotional mix, this Iraqi Peachtree Race was as example of:
a public relations strategy and resulting publicity
During a recent summer, Volvo Cars of North America drove traffic to its dealerships via a sweepstakes tied to Walt Disney's summer blockbuster Pirates of the Caribbean: Dead Man's Chest. This was an example of:
a sales promotion
Hasbro, Inc. hired actress Jamie Lee Curtis as its spokesperson to promote the company's board games. As part of the campaign, Curtis appeared in television spots dressed as characters from various Hasbro games such as Battleship, Monopoly, and Clue to promote the games as great Christmas gifts to parents who played the games as children. This promotion was intended to:
act as a reminder of advertisement
Point-of-purchase displays in grocery stores, coupons, premiums, and trial-size packages are most useful when the consumer is near the _____ stage of the AIDA model.
action
To increase its revenues, US Airways has decided to sell space on air-sickness bags to companies that would like to use this unique channel for their promotional messages. In terms of the promotional strategy, the air-sickness bags will be used for:
advertising
_____ is any form of sponsor-identified, impersonal paid mass communication.
advertising
The promotional mix consists of;
advertising, personal selling, sales promotion, and public relations
A channel of communication is
any communication medium
The AIDA stands for:
attention, interest, desire, action
Which of the following statements is true of consumer promotions? A) Their primary objective is to persuade resellers to carry a brand. B) They include a wide range of tools like samples, coupons, and refunds. C) They include the use of display allowances. D) They are primarily used to generate business leads and reward customers. E) They include the use of conventions and trade shows.
b) They include a wide range of tools like samples, coupons, and refunds
Vegetarians sometimes have trouble making sure they get enough protein in their diets. Protons are a new, poppable snack made with super-crunchy tofu. They are bite-sized nuggets that come in both sweet and savory flavors: Original Crunchy, Backyard Bar-B-Q, Tomato Herb Garden, Cinnamon Toast, and Lemon Meringue Pie. Protons' features, including that they are organic, vegan, and cholesterol free, give the new product its:
competitive advantage
When Castrol Syntec, a premium motor oil, sought a new way to reach its young, car-passionate audience, the brand found its mark with video games. In its first-ever attempt at in-game advertising, Castrol Syntec found a way to show consumers (in a virtual world) the brand's power and performance. In the communication process, the game served as a(n) _____ for transmitting the message.
channel
Campbell's soup has been promoted with television commercials, radio spots, newspaper coupons, and magazine advertisements. In the communication process, these media served as _____ for transmitting the message.
channels
The marketing campaign for Alpo dog food uses posters in veterinarians' offices, radio and television ads, and a Web site to promote benefits of the dog food. In terms of the communication process, Alpo uses several different:
channels
A _____ is defined as the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition.
competitive advantage
People who love to fish prefer American Magic Lures that are cut from ash or cedar and then hand painted and hand tied with a feather skirt. Advertising for American Magic Lures emphasizes how its lures, unlike others, are all handcrafted. This is its:
competitive advantage
The ads for Don Francisco's ground coffee simply state, "The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates its _____ with promotion.
competitive advantage
Which of the following is LEAST likely to be a factor that would determine the nature of the promotional mix?
size of the company
Encoding is the:
conversion of the senders ideas and thoughts into a message
The main function of a promotional strategy is to:
convince the target customers that a firms product offer competitive advantages over those of its competition
is the interpretation of the language and symbols sent by the source through a channel.
decoding
When Vincent saw Mike's new Iron Horse Yakuza Aniki mountain bike, Vincent immediately knew he wanted to own one just like it some day. According to the AIDA concept, Vincent entered the _____ stage.
desire
Interpersonal communication is
direct face-to-face communication between two or more people
The AIDA Concept:
does not explain how all promotions influence purchase decisions
Informative promotion is generally used:
during the early stages of the product life cycle
The maker of Frank's RedHot pepper sauce spend $25,000 to create an ad that was targeted to consumers in the southwestern U.S. market. Because it created the ad itself and did not use an ad agency, Frank's RedHot sauce engaged in:
encoding
Bag Media is a British company that sells space on paper bags to advertisers who want to drive consumers to their Web sites. A Bag Media representative made a presentation to several Internet entrepreneurs who are interested in getting traffic to their sites. When one of the entrepreneurs ordered its Web address printed on 25,000 bags, it was an example of:
feedback
The receivers response to a message is ________ to the source
feedback
Vera ordered the Chihuahua Christmas ornament she saw advertised in the Sunday coupon supplement by phoning The Danbury Mint and placing her order. In terms of the communication process, Vera's purchase was an example of:
feedback
Publicity
has many internal costs to the company associated with it
When a product is in the growth stage of its product life cycle:
heavy advertising is used to build brand
When Becca saw the ad suggesting Subway sandwiches as a dinner meal, she was offended by the spokesperson and wondered why anyone would want to do business with a company that thought being obnoxious was a good business practice. In terms of the communication process, Becca:
improperly decoded the message
Maddie's Beverage Company has recently introduced Wateroos, eight-ounce servings of water in juice-style containers with straws, to encourage children to drink more water. The goal of promotion developed for this new healthy alternative beverage for children would be to _____ consumers.
inform
The Hollymatic Patty Machine grinds and shapes meat into perfectly sized patties using a revolutionary new process that decreases shrinkage. The advertising agency is writing copy for the Hollymatic Patty Machine and has decided on a(n) _____ format because the product is so technical.
informative
When Heinz introduced its ketchup globally, it first had to deal with the fact that ketchup is not a household staple outside the United States. Heinz had to show foreign users how ketchup can be used. Globally, Heinz has had to rely primarily on _____ advertising.
informative
In January 2005, Burger King sponsored the opener of the third season of The Apprentice. The Apprentice sponsorship was an important element in Burger King's overall marketing strategy to build social currency for the brand through contests, advertising, and other sales promotion. That is, the brand set out to reverse negative perceptions of Burger King through the use of a consistent and coordinated promotional message. Burger King used:
integrated marketing communication
Molson beer was produced in Canada. Coors was manufactured in the United States. A merger of the two breweries gave each brand access to a significantly larger market. To effectively reach both markets, the merged company needed to coordinate its promotional mix to produce a consistent, unified, and customer-focused message. In other words, the brewery needed to use:
integrated marketing communication
When Lee Apparel introduced Lee Dungarees, it carefully coordinated posters, radio and television commercials, and a Web-based interactive game that drove customers to off-line stores and back to the Web site. All of these elements produced a consistent, unified, customer-focused message. Lee Apparel used:
integrated marketing communication
The various Survivor shows have been promoted through personal appearances by show participants, Web sites, and merchandise with the Survivor logo as well as print and broadcast advertising. To make sure that all of the promotional messages are coordinated, CBS (the network on which the show is broadcast) should use the:
integrated marketing communication approach
Rosarita is responsible for developing a plan for the optimal use of advertising, personal selling, sales promotion, and public relations. Rosarita is developing a:
promotional strategy
The American Plastics Council wants to create more consumer demand for products that are packaged in plastic. The council has developed a(n) _____ that sets out how it will use all of the elements of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing strategy.
promotional strategy
For communication to be effective:
marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas
Communication to large audiences, usually through a medium such as television or a newspaper, is called _____ communication.
mass
USA cable television uses billboard, television, magazine, and newspaper advertising to inform television viewers about new episodes of Monk, a popular television series. USA uses _____ communication.
mass
The two major categories of communication are
mass and interpersonal
Fans of Cheerwine cherry-flavored cola are able to explain why Cheerwine is superior to any other type of cherry cola. They are scattered throughout the southeastern United States and are extremely brand loyal. The characteristics of this target market indicate that a promotional mix with _____ should be used.
more advertising and sales promotion and less personal selling
Just as Grace was in sight of a billboard for the Riverbend Antique Mall, a police car drove by with its lights flashing. Grace was so concerned with watching where the police car went that she totally missed seeing the mall's billboard. In terms of the communication process, the police car acted as:
noise
is anything that interferes with, distorts, or slows down the transmission of information.
noise
For products like audio cassette tapes (which are in the decline stage of the product life cycle):
none of these
To increase its revenues, US Airways has decided to sell space on air-sickness bags to sponsoring companies as a different medium for their promotional messages. The most effective promotional method for US Airways to use to find companies that would like to pay to have their promotional messages delivered to the 100 or so travelers on each of its flights would be:
personal selling
_____ is a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other.
personal selling
The promotional mix elements that should be emphasized for products moving into the growth stage of the product life cycle are:
personal selling and persuasive advertising
Innovyx is an e-mail marketing service provider. It has a new ad campaign aimed at changing negative perceptions of e-mail. The ads explain how much cheaper e-mail advertising is than traditional advertising and what a high return on investment it can generate if used properly. Finally, the message ends by suggesting that companies wanting to promote their products give e- mail a chance to show what it can do. This promotion has the task of:
persuading
The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will explain how plastics protect families from food spoilage and contamination. The ads will also describe how tamper-evident plastic seals provide an extra measure of product safety assurance. By trying to change customers' perception of plastic packaging, the council is using _____ promotion.
persuasive
The four major promotional tools (advertising, personal selling, sales promotion, and public relations) are known collectively as the:
promotional mix
Every year, the Discovery Channel has what it calls Shark Week, a weeklong marathon of programs on sharks. In New York, Discovery Channel street teams disguised as Surfers, Bight University faculty, and Bight University "chewleaders" will attack city streets in July visiting morning television shows, landmarks, and high-traffic areas to promote the series. An article in the New York Times on Shark Week and the Discovery Channel's street teams would be an example of:
publicity
The Steel Recycling Institute is an industry association that promotes and sustains the recycling of all steel products. An article in BusinessWeek magazine about how the institute plans to stimulate consumer demand would be an example of:
publicity
A manufacturer using the _____ promotional strategy focuses its promotional efforts on the consumer.
pull
An ad for a prescription-only antihistamine that does not make its users sleepy like many other allergy medications was run in several health and fitness magazines. The ad said that if you were interested in learning more about the new product or trying it out, you should ask your physician. The manufacturer of the drug was using a _____ promotional strategy.
pull
Procter & Gamble uses cents-off campaigns, couponing, and free samples to increase sales of Tide detergent. In other words, it uses a _____ promotional strategy.
pull
Shannon Murphey wanted to increase sales at his Tyler, Texas, jewelry store, Murphey the Jeweler. After analyzing his sales figures, he decided to give away $50 gift certificates for local businesses to give to their employees. "Many people used the gift certificates as credit toward more expensive items," explains Murphey. Murphey used a(n) _____ strategy.
pull
The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will be run in consumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic. The American Plastics Council is planning to use a(n) _____ strategy.
pull
To get more retailers to stock its products, Rust-Oleum paint developed a strong advertising campaign aimed at consumers. The ads show creative ways to use paint to make homes more attractive and emphasize that the paint doesn't chip, peel, or fade. Rust-Oleum is using a _____ promotional strategy.
pull
An ad in a trade magazine targeted to veterinarians urges them to prescribe Hepato for cats and dogs with damaged livers. This ad was placed by the product's manufacturer. This ad is an example of how manufacturers use a(n) _____ strategy.
push
Slatescape sells crushed slate to be used as a decorative, permanent mulch to keep weeds out of flower beds. Initially, Slatescape was marketed heavily to home owners, but after years of radio and television advertising, Slatescape has decided to put a majority of its promotion budget into personal selling and sales promotion to lawn and garden supply stores and large discount stores such as Walmart. This new strategy is a _____ strategy.
push
The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell particular merchandise is known as a _____ strategy.
push
For its new Jeep Compass, DaimlerChrysler came out with a new campaign targeting young, hip consumers. To reach its target, DaimlerChrysler used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. These communications were directed at the _____, the persons who would decode the message.
receivers
For many years Jell-O gelatin has run advertisements that tell consumers there is "always room for Jell-O." This is an example of _____ promotion.
reminder
The ADIA Concept:
s a model for reaching promotional objectives that outlines a sequential process for effective promotion
A $1-off coupon for Carnation Instant Breakfast powder is a form of:
sales promotion
_____ consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows.
sales promotion
For its new Jeep Compass, DaimlerChrysler launched a campaign targeting young, hip consumers. To reach its target, Jeep's advertising agency used music, talking bobbleheads, and other nontraditional marketing tactics to capture consumers' interest. The agency devised a host of bobblehead characters that represented the wide variety of potential Compass buyers. DaimlerChrysler was the _____ of the message in this communication process.
sender
The _____ is the originator of the message in the communication process
sender