Test 4 Ch 13-17

Category killers compete primarily on the basis of

Category killers compete primarily on the basis of

Managers should be careful to craft sales contests that support

a strong customer orientation

A support salesperson who usually advises customers on product characteristics and application, system, design, and installation procedures is

a technical salesperson

The three major types of nonstore retailing

are direct marketing, direct selling, and automatic vending

Premiums

are items offered free or at a minimal cost as a bonus for purchasing a product

Frequent-user incentives

are most likely to stimulate customer loyalty

Exterior and interior characteristics such as layout, displays, color, and lighting are elements of a sore's

atmospherics

An ad's headline is designed to

attract readers' attention and develop interest so that they will read the entire advertisement.

Marketing channel members are likely to experience misunderstandings, frustration, and poorly coordinated strategies as a result of

channel conflict caused by inefficient communication between channel members.

The purpose of the follow-up stage in personal selling is to

determine customers' problems and questions about using the product.

Expensive, high-quality products that are purchased infrequently often reach consumers through

exclusive distribution

The major levels of intensity at which a company can choose to distribute its products are

exclusive, selective, and intensive

Organizational buyers are especially partial to direct marketing channels when

expensive and/or complex equipment is involved

The final stage of the selling process is

follow up

Personal selling is used most commonly in the B@B market as well as in the B@C market

for high-end products

Advertising that aims to create a more favorable view of a company as a whole in the yes of various stakeholders is called

institutional advertising.

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

integrated marketing communications

Because of the significant investment many companies have in the products they sell to customers, they must develop and maintain adequate varieties of products to meet their customers needs. This is called

inventory management

A list of exact magazines, newpapers, and television stations in which an advertisement will appear, along with dates and times,

is a (n) media plan

Marketing intermediaries

link producers to consumers through the purchase and reselling of products or contractual agreements

A salesperson will be better able to determine the prospect's specific needs by

listening carefully to questions and comments and watching reactions during the sales presentation

Location is important to a retailer because

location determines the trading area from which the store must draw its customers

When encoding the message, the source should use signs that have

meanings that the target market will understand

Personal selling is the

most precise, enabling marketers to focus on the most promising sales prospects

Anything the reduces the accuracy and clarity of communication is called

noise

Order processing, inventory management, materials handling, warehousing, and transportation are the activities that define

physical distributio

Warehousing is the

physical distribution function that involves design and operation of facilities for storing goods

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they are

potentially harmful.

Without wholesalers and other intermediaries

products would likely be more expensive due to the use of less efficient channel members

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

promotion

Advertising, personal selling, sales promotion, and public relations are called

promotion mix ingredients

The three general types of media schedules are

pulsing, continuous, and flighting

Industrial distributors help

reduce a producer's financial burdens by extending credit to customers

After direct marketing, the next slightly longer marketing channel adds a(n)

retailer

The cost retaining existing customers is usually substantially lower

than the cost acquiring new customers

A marketing channel is defined as a group of individuals and organizations

that directs the flow of products from producers to customers

A retailer is an organization that purchases products for the purpose of reselling them

to ultimate consumers

Retailing is best characterized as

transactions that carry wide and deep product mixes

The target market of a regional shopping center typically includes at least

150,000 people

The primary justification marketers use for conducting recognition and recall tests is that

People are more likely to buy a product they have seen advertised than one they have not seen advertised.

When better market conditions prevail or when company growth occurs,

a company may suffer if it cut back the size of its sales force

In an administered vertical marketing system (VMS), interorganizational relationships are

achieved by informal coordination.

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the

advertising platform

When a company promotes its position a public issue, this is specifically referred to as

advocacy advertising.

In establishing sales promotion objectives, a marketer should always

align objectives with the organization's overall objectives

The primary difference between an agent and a broker is

an agent represents a company on a permanent basis while a broker is employed temporarily

The effectiveness of an advertising campaign can be measured

before during, and after the campaign through the use of pretests, inquiries, and posttests.

The focus of personal selling is shifting from selling a specific product to

building long-term relationships with customers

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed

by defining the advertising objectives

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is

called personal selling

A major benefit of using event sponsorship is that it

can provide large amounts of free media coverage

Piggyback, fishyback and birdyback are terms usually associated with

containerization

Reinforcement advertising is primarily targeted at the

current users of a particular product

Sales activities in the sales structure are divided into two categories..-

current- customer sales and new-business sales

One of the best ways to find new prospects is through

customer referrals

A commonly used computerized means of integrating order processing with production, inventory, accounting, and transportation is

electronic data interchang

A firm can identify changes in public opinion that affect it by conducting

environmental monitoring

After compiling a list of potential customers, a salesperson must

evaluate whether each prospect is able, willing, and authorized to buy the product

For communication to occur, both the sender and receiver of information must

have a common understanding of the symbols, words, and pictures used to transmit information

Outlet shopping centers

have been successful because consumers are willing to drive significant distances to save money buying manufacturers' closeouts and irregulars

Customer density and distribution are important factors

in creating sales territories

New introductory promotion

informs potential customers about a product and what it is

Companies are increasingly using

multichannel distribution to respond to changing consumer preferences to be able to buy a product wherever and whenever they desire

Compared with other types of retailers, department stores compete mainly on the basis

of customers services

The closing stage

of the personal selling process is when the salesperson asks the prospect to buy the product.

The two major types of product advertising are

pioneer and competitive

An activity and or material that offers added value or incentive to resellers, salespeople, or consumers is

sales promotion

In contrast to industrial products, consumer products are often purchased because of

social influences

A narrow product mix with a deep product line would most likely be carried by

specialty retailers

The coordination of all the activities involved with the flow and transformation of supplies, products, and information throughout the supply chain to the ultimate consumer is called

supply chain management

Cause-related marketing links the purchase of an organization's products to

support of philanthropic organizations favored by the target market.

A merchant wholesaler

takes title to goods, assumes risk associated with ownership, and buys and resells product

Most important among target market characteristics to consider before determining the promotion mix ingredients are:

the size, geographic distribution, and demographic characteristics

Product placement in television shows is becoming increasingly important due

to consumer' greater ability to screen advertisements.

Retailers that sell only to members and feature discount retailing combined with cash-and-carry wholesaling are called

warehouse clubs

Benchmark statements should be included in advertising objectives, because

without a reference point, it is difficult to determine to what degree objectives have been accomplished.

A retail strategy of managing groups of similar, often substitutable products produced by different manufacturers is called

category management

Public relations

is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

Free merchandise

is an example of a trade sales promotion

The receiver's response to a message

is feedback for the source

John tuning out pop-up ads on the Internet so that they don't even enter his awareness

is one of the best examples of noise that originates with the receiver in the communication process

The target audience for an advertising campaign

is the people toward whom the advertisements are directed

If a firm's promotional budget were extremely limited, it would be more likely to rely on personal selling as its main promotional tool, because

it is easier to measure a salesperson's efforts on sales than advertising's effects on sales.

A manufacturer has decided to improve its inventory management by maintaining low inventory levels and waiting to purchase materials until right before they are needed in production. This inventory management technique is called

just-in-time (JIT)

Convenience stores

were developed in 1927 to supply milk, eggs, and other products for customers replenishing their ice boxes