CH 11 Reading Assignment

Which of the following are correct regarding a push promotion strategy: -Advertising, sales promotion, and social media is focused on customers -Customers should find the products they want in the stores they frequent -Wholesalers and retailers are the focus of the promotion tools

-Customers should find the products they want in the stores they frequent -Wholesalers and retailers are the focus of the promotion tools

Which of the following online applications might be considered word-of-mouth vehicles in marketing today? -Facebook -Wikipedia -Twitter -Blogs

-Facebook -Twitter -Blogs

What are the two most common methods of segmenting markets? -Religion -Geographic -Politics -Demographics

-Geographic -Demographics

Which of the following are ways in which marketers implement external sales promotion: -Holding an interactive webinar for potential buyers -Having a display at a trade show -Holding training sessions for the outside sales force

-Holding an interactive webinar for potential buyers -Having a display at a trade show

Some of the advantages of online advertising are: -It pushes customers to a website to learn more about products -It allows companies to learn more about their customers -It is the preferred form of advertising for most consumers

-It pushes customers to a website to learn more about products -It allows companies to learn more about their customers

Which of the following are correct in terms of how marketers use the various types of advertising: -Magazines ads have the advantage of having a long life -Newspapers, radio, directories such as Yellow Pages, and billboards can all be used to target local audiences -Direct mail is best used for mass distribution -Mobile advertising is easy to ignore so it is only used for younger shoppers who have a short attention span

-Magazines ads have the advantage of having a long life -Newspapers, radio, directories such as Yellow Pages, and billboards can all be used to target local audiences

Select the sample variables that are part of psychographic segmentation. -Personality -Convenience -Usage -Lifestyle

-Personality -Lifestyle

Which of the following are correct regarding a pull promotion strategy. -Normal channels of distribution are not used in a pull strategy -Successful efforts get customers to ask for products in the stores -Requested store products will be ordered through wholesalers for customers

-Successful efforts get customers to ask for products in the stores -Requested store products will be ordered through wholesalers for customers

Businesses use market research to segment the consumer market using such characteristics as: -secondary information -business type -demographic information -personality differences

-demographic information -personality differences

Marketers use social media for a variety of things including -developing customer relationships by listening on feedback threads -measuring customer interest by keeping track of "likes" and "clicks" -launching a major promotion campaign for a new product -testing ads before being implemented in traditional media

-developing customer relationships by listening on feedback threads -measuring customer interest by keeping track of "likes" and "clicks" -testing ads before being implemented in traditional media

A major goal of marketers in the future will be to strengthen consumer commitment to brand names because it: -increases brand equity -increases the generic image -reduces brand costs -develops brand preference

-increases brand equity -develops brand preference

The advantages of television advertising include: -short exposure time for viewers -the cost of the ads -using sight, sound, and motion -high attention with little competition

-using sight, sound, and motion -high attention with little competition

Mobile advertising-Great reach among younger shoppers. Internet-Inexpensive global coverage; available any time; interactive. Newspapers-Good coverage of local markets, place ads quickly, high levels of consumer acceptance, ads can be saved Magazines-Can target specific audiences; good use of color; long life of ad; ads can be clipped and saved.

...

A pull strategy's efforts are aimed directly at ______ with heavy advertising and sales promotion.

consumers

Relationship marketing is different from mass marketing in that it tends to focus more on ________-________ goods and services.

custom made

When salespeople are given new sales aids or incentives to complete sales quotas, it is known as ______ sales promotion.

internal

Sales training is an important example of:

internal sales promotion

At the core of brand equity is brand

loyalty

Developing products and promotions to please large groups of people is referred to as

mass marketing

An advantage of online advertising over other forms of advertising is that it allows companies to

measure traffic on a website by keeping track of customers clicks

A company's product _______ is the combination of all product _______ it offers.

mix; lines

When a company uses the marketing mix to attract customers to the products real or perceived differences they are engaging in

product differentiation

Businesses can't fill the needs of every consumer group. Therefore, a business might decide which groups to serve, and then develop ________ specially tailored to their needs.

products

One of the four P's of marketing encompasses all the techniques sellers use to motivate people to buy their products and it is referred to as

promotion

An example of good ______ might be a local news station covering local "green" businesses during the nightly news.

publicity

Suppose you want to introduce your store, Very Vegetarian, to consumers, but you have little money to promote it. Having a press conference to announce your grand opening could get broadcasters to provide some

publicity

While newspapers continue to cut reporting staff, an alternate source of news information has been ______ to help make up for this reduction in staff.

publicity releases

Geographic, demographic, psychographic, benefit, and volume are characteristics used to _______ markets.

segment

Campbell Soup is a company that has had some success studying consumer markets and breaking them down into separate groups with similar characteristics known as market

segments

Product lines and product mixes are also present in the ________ sector.

service

_______ providers who do not offer tangible products also have product lines and product mixes.

service

Bottled water companies have used branding, pricing, and promotion to:

successfully differentiate their product offerings

A product mix is:

the combination of all product lines a company offers

Everything that consumers evaluate when deciding whether to buy something is referred to as the:

total product offer

When consumers are deciding to make a purchase, everything they consider when deciding to buy is called the _______ ________ ________

total product offer

Social media allows marketers to ______ customer web activity to gain valuable marketing information

track

A push strategy uses the promotion tools to convince ______ and ______ to stock and sell products.

wholesalers; retailers

What are some of the sample variables under demographic segmentation?

Gender, age, education, income

______ consists of all the techniques sellers use to motivate people to buy their products.

Promotion

______ must know the product and competitors' products throughly.

Salespersons

True or false: Being able to understand both your product and the competitor's product allows the sales person to bring value to the B2C sales process discussion

True

True or false: Geico's talking gecko is a trademark that has been featured in many commercials advertising Geico's insurance and is now recognized by thousands of American households nationwide.

True

Twitter and Facebook are examples of which type of promotion?

Word of mouth

Asante is the marketing manager of a Fortune 500 company. While planning the next year promotional mix, he decides to pay for a few videos that present the company's products and place them on the Internet as well as sending them to possible buyers on a DVD. Asante is planning the next year's ______ campaign.

advertising

The public relations department in many organizations is becoming more important because marketers are looking for alternatives to expensive

advertising

A _______ is a name, symbol, or design that identifies a unique offering, whereas a ________ is a brand that has exclusive legal protection for both its name and its design.

brand; trademark

When customers perceive a product as having greater value, the firm offering the product is demonstrating the best way to

compete

The best way to compete is to:

design and promote products that have greater value for consumers

Marketers often need to differentiate the various consumer groups because they differ greatly by age, education, income, and taste in order to

develop products for separate groups

Television-High costs; short exposure time; takes time to prepare. Radio-Depends on only one sense; short exposure time. Direct mail-High costs; consumers may reject as junk; must conform to post office regulations. Mobile Advertising-Easy to ignore, avoid.

disadvantages

When marketers promote products to ______ and dealers they implement external sales promotion to intermediaries

distributors

Reestablishing the notion of brand ________ is a major goal of future marketers because it strengthens consumer commitment to brand names.

equity

Reestablishing the notion of brand _________ is a major goal of future marketers because it strengthens consumer commitment to brand names.

equity