MKG 300 Test 5

An ad for Toyota's lowest priced truck claimed that it "is tougher, gives better mileage, and costs less than any other truck"-and specifically named the directly competitive trucks. This is:

Comparative advertising

Which of the following statements about sales promotion is true?

Designed to motivate distributors and retailers to carry a product and push it to their customers

What is the objective of pioneering advertising?

Develop primary demand and to inform

Which of the following is NOT an example of sales promotion?

A banner ad on AOL's stock page.

yler Young sells a diverse line of conveyor systems to small manufacturers. He has found that he is most successful when he uses the sales call to help the customer solve some problem using one of his products. Tyler probably relies on

The consultative selling approach

Regarding adopter groups, which of the following statements is TRUE?

The early majority aren't usually opinion leaders, business firms in the late majority tend to be conservative, smaller sized firms with little specialization

An ad stressing the advantages of one brand of cookware-compared to similar (but unnamed) competitive products-is an example of ____________ advertising.

competitive

Some sales reps try to get a prospect to do most of the talking at first-to help pinpoint the potential customer's needs. After the sales rep feels that he understands the customer's needs, he begins to enter more into the discussion, helping the customer understand his own needs, showing how his product satisfies the customer's needs, and then trying to close the sale. This type of sales presentation uses the

consultative selling approach

Glitter, Inc. advertises its "gold-tone" jewelry on TV, along with a toll free number and the message "operators are standing by now to take your credit card order." This is an example of______________ advertising.

direct type competitive

The stage of the adoption process in which persuading ads for a product work best is ____________.

evaluation and trial

Order taking involves ____________.

routinely completing sales made regularly to target customers

Best Sound, Inc. placed a full-page color ad in Car Talk magazine, stressing the better sound available with its car stereo product as compared to similarly priced products, to try to affect its target market's future buying decisions. This is an example of ________________ advertising.

indirect competitive

A document archiving company develops its promotional budget based on detailed plans from the tasks to be accomplished by its marketing campaign. The company is most likely to be using which of the following methods of promotional budget planning?

objective and task method

When setting salespeople's compensation level, _______________

the first step is to write job descriptions.

Producers and wholesalers that target business customers typically emphasize ___________.

personal selling

Wholesalers spend the largest share of their promotion money on:

personal selling

Relative to other promotion methods, _______________ can usually be implemented quickly and get results sooner.

Sales Promotion

A major difference between reminder advertising and pioneering advertising is that:

Reminder advertising focuses on selective demand, while pioneering advertising tries to develop primary demand

The best way to reach innovators is through...

Impersonal and scientific information sources

"Advertising"

Main form of mass selling. It is not the same as publicity (which is free) it is less flexible than personal selling. It is a paid form of non-personal presentation of ideas.

Regarding promotion methods, which of the following statements is TRUE?

Personal selling involves direct spoken communication between sellers and potential customers. Sales people get immediate feedback, which helps them adapt.

Which of the following statements about personal selling is FALSE?

Personal selling is often a company's smallest single operating expense

Faced with a decline in red meat consumption, the American Beef Association is sponsoring an advertising campaign to increase consumption of beef by stressing new research results about beef's nutritional benefits. This is an example of:

Pioneer advertising

_______________ advertising tries to develop primary demand for a product category rather than demand for a specific brand.

Pioneering

A supermarket manager should use _________________ advertising to increase store traffic during the middle of the week

Direct competitive

Regarding the selection of good advertising media, which of the following is the best advice?

"Be sure the media match your target market"

Which of the following is the BEST example of "institutional advertising?"

"Better living through research"

Edward Seaton owns a firm that manufactures custom-made carpets. He has a regular sales force to call on smaller customers and an elite force to call on larger accounts. The elite sales force is called

Major accounts sales force

Which of the following are sales promotion activities aimed at the company's own sales force?

Bonuses

What happens during the market maturity stage?

Mass selling and sales promotion may dominate promotion blends of consumer products, market drifts toward pure competition.

Using advertising to develop selective demand:

May become necessary as a firm's product moves through its product life cycle

Order getters

May make a sale by helping a customer solve a business problem

When an individual searches online for information regarding a business, the internet takes which of the following roles in the communication processes is true?

Message Channel

The sales manager for a producer of consumer convenience products should recognize that the company may need

Missionary salespeople to support its wholesalers

To encourage potential buyers to take its new model 3 sedan for a test drive, BMW posts a video on its website of the Model 3 speeding down a winding down a mountain road. This is an example of _____________.

Publicity

The stage of adoption process benefitted by employing informative or descriptive ads is called _______________.

awareness and trial

A ski resort is considering a promotional campaign that emphasizes ads in national ski magazines which of the following disadvantages would most likely affect this campaign?

inflexibility , long lead times, high cost, declining readership

"Prospecting"

involves following all the leads in the target market to identify potential customers

A good marketing manager organizing a new sales force knows that

it may be necessary to rely on team selling and have more than one rep call on a single customer if different skills are needed

The early majority group

looks to the early adopters for guidance

What happens during the sales decline stage?

the total amount spent on promotion usually decreases as firms try to cut costs to remain profitable.

Which of the following is NOT a concern in selecting the advertising media to use?

All of the above are relevant concerns

Decoding...

The receiver translating the message.

To recruit, motivate, and keep good salespeople, a firm has too _______________

develop an effective compensation plan

In promotion to final consumers...

A combination of pushing and pulling is used, producers emphasize advertising, publicity, and sales promotion, MOST LIKEY all of the above.

CeCe Springer works for a large cosmetics company. She calls on retailers to tell them about her firm's new products, to train the retailers' salespeople, and to set up promotion displays. Her boss actually handles the order-related activities. CeCe is

A missionary sales rep

Customer service rep

All of the above - Works with customers to resolve problems, marketing oriented company needs good people to handle customer service. Is often the key to building repeat business

Customers for complicated installations and accessories usually expect a sales rep

All of the above are likely to be expected. Three basic sales tasks are order getting, order taking and supporting

"Noise" (in the traditional communication process) refers to...

Any distractions that reduce the effectiveness of the communication process.

A prepared sales presentation

Approach uses a memorized presentation that is not adapted to each individual customer

Orders take

Are the routine contact people in the sales force

Which country bans any advertising targeted directly at children?

Canada

An order-taking sales rep would be MOST appropriate for a producer of:

Cleaning materials for maintenance - calling on regular customers

Sears advertises its "DieHard" auto batteries as "even better than your original battery." The ads tell possible customers to get a DieHard at their Sears auto center the next time they need one. This is an example of

Indirect type of competitive advertising

A producer might use a "pulling policy" rather than a "pushing policy" if...

Intermediaries are reluctant to handle a new product.

Which of the following statements about communication processes is true?

Involves the transfer and understanding of meaning

The early majority have a lot of contact with

Mass media, salespeople, and early opinion leaders

Which of the following statements about prospecting is FALSE?

None of these statements about prospecting is false

The adoption curve concept is most closely related to which of the following?

Product life cycle

A motion picture studio that secures interviews in several national papers regarding plans for its upcoming film releases is using which of the following promotion methods?

Publicity

When a producer has won brand preference for its product-but is entering the sales decline stage of its life cycle-it probably should use:

Reminder advertising

_________ is a promotion activity that tries to spark immediate interest in the consumer.

Sales Promotion

The best way to reach early adopters is through

Sales people and mass media

Producers who know something about their target customers' needs and attitudes often supply their relatively untrained salespeople with a sales presentation in which (1) the salesperson does most of the talking at the beginning, (2) then brings the customer into the discussion to clarify the customer's needs, and (3) tries to close the sale. They are using a

Selling formula approach

Order takers are concerned with

Selling to regular customers, completing most sales transactions, and maintaining relationships with their established customers

"Cooperative advertising" involves producers:

Sharing in the cost of ads; helps wholesalers and retailers compete in their local markets, helps the producer get more promotion for the advertising dollar because media usually gives local advertisers lower rates than national or international firms

Which of the following would be a type of advertising used in the awareness stage of the adoption process?

Teaser campaigns

Which of the following advertising media has a wide reach and is good for getting attention and for demonstrations, but is expensive, has a lot of clutter, and has limited time?

Television and cable

Business firms in the late majority group

Tend to be conservative, smaller sized firms with little specialization

Which of the following observations about advertising agencies is FALSE?

They are dependent on the advertiser and have a mixed viewpoint

Which of the following is the LEAST appropriate advertising objective?

To improve consumer goodwill and help sell the product

Print ads must be identified so they are not confused with editorial matter in ______

USA

Which of the following defines the characteristics of publicity?

Unpaid form of non-personal presentation, wide range of different types of media.

In the customer-initiated interactive communication process:

Usually timely- often occurs when customer is actively gathering purchase information.

Providing training in selling techniques helps a salesperson in all of the following ways except

Winning new customers by disparaging competitors

The most popular sales force payment method is _____________

a combination plan

A producer wants to increase the amount of time its sales reps spend on supporting activities. It also wishes to keep its sales reps motivated and aggressive, without completely removing income security. Which payment plan should the firm use?

combination method

A breakdown in any element of the marketing mix can result in a requirement for _________________.

customer service

A producer of business supplies is using manufacturers' agents to do:

often face the same tasks as producers' order getters but usually once the order-getting is done and the customers become established and loyal, producers may try to eliminate the agents and save money with their own order takers

An established merchant wholesaler of business supplies would rely mainly on

order takers