Marketing( 18 & 19)

When a customer purchases a DVD at Best Buy, all of the following information flows in the supply chain are started except

the purchase is added to the customer's purchasing habit records.

Because many consumers choose stores based on proximity to their workplaces or homes, great locations are

a competitive advantage that few rivals can duplicate.

The difference between advertising and publicity is advertising is:

a paid form of marketing communication.

Generally, when advertising to consumers, the objective of an advertising campaign is:

a pull strategy to get the product into the distribution channel by having consumers demand it.

Which of the following is not one of the steps in the AIDA model?

awareness intention action desire interest Answer: intention

To get us to remember their ad and the product or brand in the ad, advertisers must first:

get our attention

The __________________________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?"

identifying target audience

Personal selling adds value to customers by all of the following EXCEPT:

- educating them. - providing advice. - saving the customer time. - making things easier for the customer - reducing marketing costs to the seller. answer: reducing marketing costs to the seller

Omnichannel retailers are able to simply charge the same prices across all channels.

False

Personal selling can be successful only through the use of print, newspapers, and radio.

False

__________ is the term used to describe the situation when retailers use some combination of stores, catalogs, and the Internet to sell merchandise.

Omnichannel retailing

_______________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, typically used as part of other advertising or personal selling programs.

Sales promotions

Almost everyone is engaged in some form of selling.

True

Category specialists are also known as category killers.

True

Marketing channel relationships evolve when the parties have common goals.

True

Price elasticity of demand measures how changes in a price affect the quantity of the product demanded.

True

To achieve their objectives, marketers rely on three types of social media: social networking sites, media-sharing sites, and thought-sharing sites.

True

A customer orientation toward pricing implicitly invokes the concept of

Value

A "no-haggle" pricing policy is a type of _____ pricing strategy.

customer-oriented

If you walk into a(n) __________, you will likely find a broad variety of merchandise, deep assortment, and customer service, with everything divided into what appears to be a collection of specialty shops.

department store

Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have ________________ appeal.

emotional

When the Minnesota Timberwolves encouraged Facebook fans to post a great shot of a dunk onto its Pinterest page for a chance to win tickets to a game, which dimension of the 4E framework was being targeted?

excite

Top-of-mind awareness is when consumers indicate that they know the brand when the name is presented to them.

false

The ______________ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality.

follow-up

After identifying the target audience for the university's new advertising campaign, the advertising team needs to decide whether the advertising objective is to _____________, ___________, or _________________ potential and/or existing students.

inform, persuade, or remind

The classic "We're GE, we bring good things to life" ad campaign was a(n) ________________ campaign.

institutional advertising

For sales managers, the best way to instill ethical behavior among their sales force is to:

lead by example.

While JIT systems have many benefits, they

make the logistics function more complicated.

YouTube is an example of which type of social media site?

media sharing

Sales, profits, orders and ratios are all _____________ measures that can be used to evaluate sales representatives.

objective

Cross-price elasticity is the

percentage change in quantity demanded of product A compared to the percentage change in price of product B.

The sender of an IMC message hopes the receivers are

the people for whom the message was originally intended.

In terms of the 4E framework, in order for a firm's offer to excite its targeted customers, the offer must be

relevant.

In vendor-managed inventory systems,

retailers send sales information to the manufacturer.

Traditionally, marketers have seen the role of ________________ as generating short-term results, but the goal of ____________________ was to lead to long-term results.

sales promotion; advertising

One of the advantages of personal selling over other types of marketing communications is:

salespeople can customize their message for a specific buyer.

Stores like Home Depot and Costco act as wholesalers when they

sell to contractors or restaurant owners.

Brent is preparing for an initial sales trip to Guatemala. He is hoping to find leads to sell his company's textile manufacturing equipment. Which of the following would likely be the best source of leads for Brent?

the Internet.

Because consumers are generally more sensitive to price increases than to price decreases, it is easier to lose current customers with a price increase than it is to gain new customers with a price decrease.

true

It is difficult, but not impossible, to integrate marketing communications across all platforms, including social media.

true

Nevil is trying to create an advertising message that tells consumers how his company's cell, pager, instant messaging, and Internet service is distinctly different from other alternatives in the market. Nevil is trying to create a(n):

unique selling proposition.

Companies often employ manufacturer's representatives:

when they cannot afford to hire a sales force. when they are small and trying to get established. when entering new markets. when they want to achieve extensive sales coverage quickly. Answer: all of the above.

The beginning of the sales presentation may be the most important part of the selling process, because this is where the salesperson establishes:

where the customer is in their buying process.

Brandon is in the process of qualifying leads he received from his home office. Brandon will assess:

whether it is worthwhile to pursue these potential customers.