Marketing test 3
Spurred by the surge in Internet usage and buying, and by rapid advances in ________, ________ has undergone a dramatic transformation.
digital technologies; direct marketing
Which of the following statements about retailer marketing decisions is correct?
Retailers face three major marketing decisions: segmentation and targeting, store differentiation and positioning, and the retail marketing mix.
What are the three major forms of digital direct marketing?
Online marketing, social media marketing, and mobile marketing
What is omni-channel retailing?
Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping
Marketers use mobile marketing to engage customers anywhere, anytime during the _____________________.
buying and relationship-building processes
Which of the following statements regarding sales promotions is correct?
In the current economy, consumers have become more deal oriented.
Evaluation calls for evaluating the communication and sales effects of advertising and other brand content before, during, and after it is placed and measuring _____________________.
advertising return on investment
Which of the following statements about personal selling is correct?
Many customers are unable to distinguish the salesperson from the company.
Which form of direct and digital marketing do companies use to stimulate immediate buying, make shopping easier, enrich the brand experience, or all of these?
Mobile marketing
What are the five product mix pricing situations?
Product line pricing, optional-product pricing, captive-product pricing, by-product pricing, and product bundle pricing
Retailers must decide on which three major product variables?
Product assortment, services mix, and store atmosphere
What are the four important decisions made when developing an advertising program? List them in order.
Setting advertising objectives, setting the advertising budget, developing advertising strategy, and evaluating advertising effectiveness
______________ marketing involves focusing the entire marketing process to turn shoppers into buyers as they approach the point of sale.
Shopper
Which of the following statements is true regarding social media marketing?
Social media can be used for real-time marketing.
What are the four characteristics used to classify retailers?
The amount of service they offer, the breadth and depth of their product lines, the relative prices they charge, and how they are organized
Retail stores come in all shapes and sizes, and new retail types keep emerging. Store retailers can be classified by the ______________.
amount of service, product line sold, and relative prices
________ selling requires listening to customers, understanding their needs, and carefully coordinating the whole company's efforts to create lasting relationships based on customer value.
Value
Value-based pricing begins with analyzing ___________.
consumer needs and value perceptions, and the price is set to match perceived value
Depending on the type of promotion, a marketer develops and implements the sales promotion program by using three key promotion tools. These include ______________.
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
Social media has many pluses, but on the down side, ________. This makes social media difficult for marketers to control.
consumers control social media content
Which of the following is a benefit of direct and digital marketing for buyers?
convenient, easy, private
The Internet and digital age have given marketers a whole new way to ____________.
create customer value, engage customers and build customer relationships
For sellers, direct and digital marketing are powerful tools for building ________ and ________________.
customer engagement; close, personalized, interactive customer relationships
Which form of marketing communication involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships?
direct and digital
Online advertising has become a major promotional medium. The main forms of online advertising are _____________________.
display ads and search-related ads
As an element of the promotion mix, the sales force is ________ and carrying out such activities as prospecting, communicating, selling and servicing, and information gathering.
effective in achieving certain marketing objectives
The company uses the promotion mix, also called its marketing communications mix, to ______________________.
engage customers, persuasively communicate customer value, and build customer relationships
With companies becoming more market-oriented, the sales force plays a key role in ________ and __________________________.
engaging customer; developing and managing profitable customer relationships
Companies use mobile marketing to stimulate immediate buying and make shopping easier, but it can also __________________.
enrich the brand experience
Direct marketing is also ________, allowing buyers to create exactly the configuration of information, products, or services buyers desire and then order them on the spot.
immediate and interactive
These days, shopper marketing influences consumers' buying decisions and calls for omni-channel retailing, creating a seamless cross-channel buying experience that _____________________________ shopping.
integrates in-store, online, and mobile
Personal selling can be very effective in complex selling situations because it involves ________ interactions and engagement between salespeople and individual customers.
interpersonal
According to the text, what is perhaps the toughest public policy issue now confronting the direct marketing industry?
invasion of privacy
For most companies, digital and social media marketing will remain ________ to the marketplace that works alongside other approaches in a ________.
just one important approach; fully integrated marketing mix
The sales force sells products by engaging customers, presenting its offerings, answering objections, negotiating prices and terms, closing sales, servicing accounts, and ________.
maintaining account relationships
Which of the following statements is true regarding traditional direct marketing forms?
marketers use outbound and inbound telemarketing
The three major groups of wholesalers are ________.
merchant wholesalers, brokers and agents, and manufacturers' and retailers' branches and offices
_____________________ must be closely coordinated for maximum campaign effectiveness.
message and media decisions
Direct marketers know that, if left unattended, direct marketing abuses will lead to increasingly negative consumer attitudes, lower response and engagement rates, and calls for ________.
more restrictive state and federal legislation
In most cases, the company is not simply seeking a sale. Rather, it wants to engage the customer over the long haul in a ________.
mutually profitable relationship
The ________ are providing salespeople with powerful tools for identifying and learning about prospects, engaging customers, creating customer value, closing sales, and nurturing customer relationships.
new digital technologies
New major trends and developments in retailing include ___________________.
new retail forms, shortening retail life cycles and retail convergence
Websites, online advertising and promotions, e-mail marketing, online video, and blogs are all forms of ________ marketing.
online
________ refers to marketing via the Internet using company websites, online advertising and promotions, email marketing, online video and blogs.
online marketing
In developing advertising strategies, marketers must make decisions regarding ___________________.
organizing the advertising function; adaptation to international markets
Today, many retailers are banding together in corporate and contractual retail organizations, which include corporate chains, voluntary chains, _________________.
retailer cooperatives and franchise organizations
There are several types of product mix pricing situations, which include ______________, by-product pricing and product bundle pricing.
product line pricing, optional-product pricing, captive-product pricing
The strategy for setting a product's price often has to be changed when the product is part of _______________, which looks for a set of prices that maximizes its profits on the _______________.
product mix, total product mix
Personal selling involves a multiple-step process. The first step includes ______________ and the last step is _______________________.
prospecting and qualifying; follow-up
Pricing is difficult because the various products have ______________ and _________________________.
related demand and costs; face different degrees of competition
Like retailers, wholesalers must _____________________________.
segment and target carefully, differentiate, and position themselves effectively
Retailers always search for new marketing strategies to attract and hold customers. The major marketing decisions they face are _______________________.
segmentation and targeting, store differentiation and positioning, and the retail marketing mix
After sales promotion campaign objectives are set, the next steps are ________, __________, and then __________________________.
selecting tools; developing and implementing the sales promotion program
The fastest-growing sales trend is the explosion in ________, which is using online, mobile and social media in selling.
social selling
Strong relationships with the salesperson will result in ________.
strong relationships with the company and its products
Guided by ___________________, retailers must decide on a retail marketing mixlong dash—product and services assortment, price, promotion, and place.
strong targeting and positioning
Major retail trends and developments include the rise of megaretailers, rapid growth of direct, online, mobile, and social media retailing. Other trends include __________________.
the growing importance of retail technology, surge in green retailing and global expansion of major retailers
External pricing considerations include ________________________________ such as the economy, reseller needs, and government actions.
the nature of the market and demand and environmental factors
Progressive wholesalers constantly watch for better ways to meet the changing needs of _________________.
their suppliers and target customers
Other internal factors that influence pricing decisions include ____________.
the company's overall marketing strategy, objectives, and marketing mix, as well as organizational considerations
Internal factors that affect pricing include ________.
the company's overall marketing strategy, objectives, marketing mix, and other organizational considerations.
Advertising decision-making involves decisions about ________________________.
the objectives, the budget, the message, the media, and the evaluation of results
Although the fast-growing digital marketing tools have grabbed most of the headlines lately, ________ are very much alive and still heavily used.
traditional direct marketing tools
The main forms of direct and digital marketing are ______________________.
traditional direct marketing tools and the new digital marketing tools
The digital version of word-of-mouth marketing, which involves creating videos, ads, and other marketing content that customers seek out or pass along to their friends, is called _______.
viral marketing
Marketers should work to measure the returns on their sales promotion investments. What is the most common time to perform the evaluation?
Before, during and after a promotion
What are the four sales force structures a company can use?
Territorial, product, customer, and complex
Retailers use various combinations of the five promotion tools, which include _____________________ to reach consumers.
advertising, personal selling, sales promotion, PR, and direct marketing
Printer companies often charge a fairly low price for their ink jet printers (relative to costs) and a high price for replacement cartridges. These companies are using a strategy of ________ pricing.
captive-product
Traditional direct marketing tools include ________.
face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing
Companies that have traditionally operated offline have created their own online sales, marketing, and brand community channels. In fact, ________ retailing companies are having as much online success as their online-only competitors.
omni-channel
Ultimately, ___________________technologies are helping to make sales forces more efficient, cost effective and productive.
online, mobile and social media
A dazzling new set of direct digital marketing tools has burst onto the marketing scene, including ____________________.
online, social media marketing and mobile marketing
Customers weigh the price of a product against the perceived values of using the product. Companies must understand concepts like _______ and ________.
price-demand relationship; consumer sensitivity to prices
Promotional tools offered to consumers include ________.
rebates, coupons, price packs, and samples
The typical personal selling process consists of seven specific steps. The steps in the selling process are ________. The aim is to help salespeople close a specific sale with a customer.
transaction-oriented
Closing a sale with a particular customer is a short-term ________ orientation, but the selling process must also take a ________ orientation and look at the long term.
transactional; relationship
