MGT-3823 EXAM 3 (12,13,14) -MSU

One reason integrated marketing communications is necessary is​ __________.

consumers​ don't distinguish between content sources the way marketers do

Specific promotional tools used in​ ______ include direct​ mail, catalogs, online and social​ media, mobile​ marketing, and more.

direct and digital marketing

The promotion mix tool that has been around the least amount of​ time, yet reaches more audiences than traditional ones is​ ____________.

direct and digital marketing

The salesperson featured in the​ video, Dominic​ DeMarino, is a Pacemaker Defibrillator Sales Representative for Medtronic. As part of his​ job, he is often invited to large hospitals to participate during​ open-heart surgeries in order to ensure the​ company's medical devices are working properly. Based upon this​ description, Dominic could best be described as​ a(n) __________.

field sales representative

In complex selling​ situations, personal selling can be more effective than advertising because it is​ ______________.

interpersonal

When advertisers determine the qualitative value of message exposure through a given​ medium, they are assessing​ ________.

media impact

GE Healthcare employs different sales forces for diagnostic​ imaging, life​ sciences, and integrated IT products and services. GE Healthcare has adopted​ a(n) ______ sales force structure.

product

One popular method of branded entertainment is​ ________, which embeds brands as props within other​ programming, for​ example, television shows and movies.

product placement

Companies who primarily direct their promotional activities to channel members are using​ a(n) ______ strategy.

push

Advertising appeals should have three characteristics. These characteristics​ are:

to be​ meaningful, to be​ believable, and to be distinctive.

In the​ video, Ms. Shah emphasizes that​ OXO's primary advertising goals involve increasing depth and breadth of brand awareness. As​ such, the primary purpose of​ OXO's brand communications efforts is​ __________.

to inform

To overcome the many obstacles Medtronic faced in winning the large​ hospital's business, Dominic worked diligently to demonstrate his dependability. He showed the hospital how his product would create efficiencies and he made himself available to the doctors 24 hours a​ day, seven days a week. In so​ doing, Dominic was practicing​ ________.

value selling

​It's time for the Super​ Bowl, and the​ end-of-the-aisle displays at the supermarket feature​ chips, dips, and soft drinks. What type of sales promotion tool is​ this?

​Point-of-purchase

Which of the following are objectives of trade​ promotions?

Getting retailers to carry new items and more​ inventory, buy​ ahead, or promote the​ company's products and give them more shelf space

The Promoted Facebook page that comes across your news feed is considered which of the following promotion mix​ tools?

Advertising

At which step in the personal selling process does a salesperson meet the customer for the first​ time?

Approach

​Logos, stationery,​ brochures, signs, business​ forms, business​ cards, buildings,​ uniforms, and company cars and trucks are examples of which promotional​ tool?

Corporate identity materials

Which promotional tool engages directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer​ relationships?

Direct and digital marketing

Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer​ community?

Direct marketing

In an effort to build awareness of its​ brand, OXO has built a Facebook following of more than​ 75,000 fans, it engages with its customers via​ Twitter, and it maintains an active blogger outreach program. The company also advertises regularly on​ food-related websites like FoodNetwork.com. Building awareness to build primary demand is used for which advertising​ objective?

Informative

OXO offers a satisfaction guarantee on all of its​ products, the details of which are included on all of its packaging. More​ recently, the company has also utilized social media platforms like Facebook and Twitter to send a​ clear, compelling message about its guarantee program to customers. This best depicts which of the following​ concepts?

Integrated marketing communications

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

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

You are assisting a customer while working at a local electronics retailer. When she​ doesn't understand your description of the television she is inquiring​ about, you quickly change your description of the product so she can better understand you. You are engaged in which of the following promotion mix​ tools?

Personal selling

The video describes an instance in which Dominic discovered that a heart surgeon had just taken a new job at a large hospital where​ Dominic's major​ competitor's contract was up for renewal. What phase of the selling process corresponds best to this​ discovery?

Prospecting

The manufacturer of an infant pain reliever finds that its products are tainted and must be recalled. The​ company's marketing manager issues a press release regarding the recall. Which promotion mix tool is this marketing manager​ utilizing?

Public relations

Although traditional media channels offer greater consumer​ reach, generating desired sales effects might require repeated exposures. OXO management believes it is hard to justify the higher costs of channels such as print and television commercials to reach consumers effectively. This example best illustrates which of the following​ concepts? (END OF CHAPTER 12 NOTES)

Return on advertising investment

You receive a​ 50-cent-off coupon in the mail for the laundry detergent you use. Which of the following promotion mix tools is the​ coupon?

Sales promotion

​________ is a​ short-term incentive to encourage the purchase or sale of a product or service.

Sales promotion

Which of the following statements about sales promotions is​ correct?

The growing use of sales promotion has resulted in promotion clutter.

After recruiting and selecting​ salespeople, what is the next major step in sales force​ management?

Training salespeople

According to Ms. Bena​ Shaw, OXO's Senior Brand Communications​ Manager, OXO's early growth was fueled primarily by increasing both product categories and the number of retailers with which it dealt.​ Accordingly, its promotions mix and marketing communications strategies were aimed at getting retailers to carry more of its products. This approach is called​ __________.

a push strategy

To set its sales force​ size, a company can first group accounts into different classes according to​ size, account​ status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times. This is called the​ ______ approach.

workload

A particularly rewarding aspect of​ Dominic's sales job is that it requires him to check in on patients after their heart surgeries to make sure that their Medtronic pacemakers and defibrillators are working well. This corresponds to what phase of the selling​ process?

​Follow-up

During the​ __________ phase of the sales​ process, Dominic researched and identified a number of key factors that might preclude the hospital and doctor from considering the Medtronic product line.

​pre-approach

The​ seven-step selling process takes​ a(n) __________ approach to selling. In other​ words, its aim is to help salespeople close a specific sale with a customer.

​transaction-oriented