BUAD301 EXAM 3

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which of the following statements is correct regarding marketing communications today

Advertisers are now able to engage smaller customer segments with more personalized, interactive content.

Which of the following sets of characteristics correctly classifies retailers?

Amount of service offered, the breadth and depth of lines, relative prices they charge, and how they are organized.

What are three major factors changing the face of today's marketing communications?

Changes in consumers, changes in marketing strategies and sweeping changes in digital technologies

Which of the following identifies the six major sales force management steps in the correct​ order?

Designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, compensating​ salespeople, supervising and motivating​ salespeople, and evaluating salespeople

Which of the following statements about personal selling is​ correct?

Many customers are unable to distinguish the salesperson from the company.

the three major groups of wholesalers are_______.

merchant wholesalers, brokers and agents, and manufactures' and retailers' branches and offices.

Public relations involves building good relations with the​ company's various publics. What are all of the functions it​ includes?

Press​ agency, product​ publicity, public​ affairs, lobbying, investor​ relations, and development

What are the four important decisions made when developing an advertising​ program? List them in order.

Setting​ objectives, setting the​ budget, developing​ strategy, and evaluating effectiveness

​_______ is the use of​ online, mobile, and social media to engage​ customers, build stronger customer​ relationships, and augment sales performance.

Social Selling

Which of the following statements about public relations is​ correct?

The lines between advertising and public relations are becoming more blurred.

the only reason for a wholesaler to exist is to ______ by increasing the efficiency and effectiveness of the entire marketing channel.

add value

Marketers now have access to fragmented media and promotion mixes to reach diverse audiences. To prevent creating a communications​ hodgepodge, what must marketers​ do?

adopt the concept of integrated marketing communications

Retail stores come in all shapes and sizes, and the new retail types keep emerging. Store retailers can be classified by ______

amount of service, product line sold, relative prices, and how they are organized

Depending on the type of​ promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These are ​__​____________.

consumer promotion tools​, trade promotion​ tools, or business promotion tools

Sales promotion campaigns call for setting sales promotion objectives. In​ general, sales promotions should be ​________.

consumer relationship building

The major steps in advertising media selection are​ (1) __________;​ (2) choosing among major media​ types; (3) selecting specific media​ vehicles; and​ (4) choosing media timing.

determining​ reach, frequency,​ impact, and engagement

it is important that retailers select l9cations that are accessible to the target market in the areas that are consistent with the ______.

retailer's positioning.

Wholesalers fall into three groups_________>

merchant wholesalers, brokers and agents, and manufactures' and retailers' branches and offices.

_______ must be closely coordinated for maximum campaign effectiveness

message decisions and media decisions

New major trends and developments in retailing include __________.

new retail forms, shortening retail life cycles, and retail convergence.

The need for omni-channel retailing is a result of _______

omni-channel buying

A​ salesperson's role as​ a(n) ________ demands creative​ selling, social​ selling, and relationship building.

order getter

Of product and services assortment, price, promotion, and place, which plays one of the most important roles in aligning target markets and positioning.

place

press releases, sponsorships, events, and web pages are tools used by which element of promotion mix?

public relations

After sales promotion campaign objectives are​ set, the next steps are​ ________, and then​ __________________________.

selecting​ tools; developing and implementing the sales promotion program

As with the other promotion​ tools, in considering when and how to use product public​ relations, the best thing management should do is​ ______________________.

set PR​ objectives, choose the PR messages and​ vehicles, implement the PR​ plan, and evaluate the results

After determining the type of promotion to​ use, marketers then must decide on the​ _______ and the​ ______.

size of the incentive; conditions for participation.

The​ fastest-growing sales trend is the explosion in​ ________, which is using​ online, mobile, and social media in selling.

social selling

Which of the following is a drawback to social​ selling?

some things cannot be presented over the internet

Retailers must decide on three major product variables: product assortment, services mix, and _____.

store atmosphere

Strong relationships with the salesperson will result in​ ________.

strong relationships with the company and its products.

Omni channel retailing stores requires carefully integrating ________ from discovery to purchase in the buying process

the entire range of available shopping channels

progressive wholesalers constantly watch for better ways to meet the changing needs of ______

their suppliers and target customers


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