Marketing Chapter 15 and 16

Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others is known as ________.

Event Marketing

True/False: The first step in the selling process is pre approach/learning about an organization and its buyers.

False

Trade shows most likely help companies to ________.

Find New Sales Leads

________ is defined as analyzing, planning, implementing, and controlling sales force activities.

Salestore Management

_______ are offers of a trial amount of a product.

Samples

Which of the following is a newer digital medium that is used by advertisers to reach consumers directly?

Smartphones

Which of the following most likely requires the smallest advertising budget?

Ads in the New York Times

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

Advertising

________ refers to a practice in which salespeople drop in unannounced on various offices.

Cold Calling

Product placement in television programs and movies is an example of ________.

Branded Entertainment

Which of the following types of advertising will most likely result in an advertising war?

Comparative Advertising

A ________ calls for consumers to submit an entry to be judged by a panel that will select the best entries.

Contest

In an attempt to set the company apart from its competitors, Central Parcel Service (CPS) has its employees wear brown uniforms and drive brown trucks. What type of public relations tool is being used by CPS?

Correct Corporate Identity Materials

Which of the following steps in the selling process is most focused on ensuring customer satisfaction and repeat business?

Follow-up

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

Frequency

If a company ________, it should adopt a product sales force structure, in which the sales force specializes along product lines.

Has Numerous and Complex Products

Which of the following is a major tool used by PR professionals?

News

________ include displays and demonstrations that take place at the point of sale.

Point of Purchase Promotions

During the prospecting stage, a salesperson needs to identify the good leads and screen out the poor ones through a process known as ________.

Qualifying

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

Remind

A product in the maturity stage will most likely require ________ advertising.

Reminder

________ consists of short-term incentives to encourage the purchase of a product or service

Sales Promotion

Which of the following message execution styles features a highly believable or likable source endorsing the product?

Testimonial

True/False: A pulsing schedule involves scheduling ads unevenly over a given time period.

True