Book Qs
___________________ involves the planning, direction, and control of personal selling activities, including recruitment, selection, training, motivation, compensation, and evaluation of members of the sales force. Human resources management Integrated marketing communications management Sales management Marketing management
Sales management
__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs. B2B programs Trade incentives Sales promotions Push programs
Sales promotions
For many years, General Electric had a corporate strategy of being among the top three firms in any market in which it operated; if it could not achieve a top-three position, it would exit the market. This strategy often resulted in the company __________ when certain product lines failed to meet this expectation. increasing product line depth decreasing product line depth decreasing product mix breadth increasing product mix breadth introducing brand extensions
decreasing product mix breadth
In the "create advertisements" step when planning and executing an ad campaign, often the execution style for the ad will determine the pretesting pulse of the ad. dictate the type of medium used to deliver the message. determine which push/pull strategy will accompany the ad. dictate how advertising will be flighted.
dictate the type of medium used to deliver the message.
One of the potential benefits to a firm of introducing new-to-the-world products or services is: cost savings. late majority marketing. establishing a completely new market. the ability to avoid paying pioneers for new product development. capitalizing on existing consumer preferences.
establishing a completely new market.
Kelly is the head of marketing for a nonprofit agency that supports the arts. She just received the go-ahead from her board of directors to conduct the agency's first-ever advertising campaign. Her first step will be to identify the target audience. set the advertising objectives. determine the advertising budget. evaluate and select the media.
identify the target audience.
The __________ stage of the advertising campaign planning process can be described by the question, "Who are we trying to talk to?" identifying target audience setting advertising objectives conveying the message assessing the impact
identifying target audience
The old cliché, "Service with a smile," recognizes the fact that service providers need to be pleasant even if the customer is not. smiling is contagious. service providers should smile and not think. life is too short to be ugly.
service providers need to be pleasant even if the customer is not.
Advertising in which medium relies on a mix of visual and auditory techniques? radio magazines newspapers television
television
Retail salespeople should not _______________ and assume that a person in the store cannot afford to purchase the store's products based on appearances. assume Murphy's Law is true "run for the roses" "judge a book by its cover" "let sleeping dogs lie"
"judge a book by its cover"
__________ represents the systems and equipment resources that service providers need to be able to close the delivery gap. Service infrastructure Quality mechanics Instrumental support Dynamic support
Instrumental support
A __________ is a name, symbol, design, or term that identifies a seller's good or service as distinct from those of other sellers. SKU product line supply chain commodity brand
brand
Which of the following is NOT one of the four criteria used for determining how "good" a brand is? brand awareness brand loyalty brand associations brand conceptualization brand perceived value
brand conceptualization
Marco tried a new fruit-flavored beverage and thought it was awful. He was especially disappointed because he had liked the dried fruit snacks marketed under the same brand name. Now he wasn't sure he even wanted to buy the snacks he had liked before. This highlights a problem in branding known as brand dilution. co-mingled brands. undifferentiated brands. approximated brands. unlicensed brands.
brand dilution.
One of the categories of products for which brand extension is especially logical is generic goods. generic services. commodities. complementary goods. licensed brands.
complementary goods.
For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a _____________ advertising schedule. continuous flighting pulsing penetrating
continuous
Informative advertising is used to prompt repurchase of a product. create and build brand awareness. trigger an emotional response. gather information about consumers.
create and build brand awareness.
Marketers with luxury brands use brand extension cautiously in order to avoid brand licensing fees. exclusive co-branding arrangements. diluting the core brand. private label branding disputes. product line extension limitations.
diluting the core brand.
Taylor loves the lifestyle associated with being a salesperson. She most likely values the _________________ associated with creating her own schedule. structure role playing flexibility selling team approach
flexibility
Food preparation, lawn maintenance, and house cleaning services are all examples of services shifted abroad because costs are lower in developing countries. services an aging population will decrease their demand for. household maintenance activities that people increasingly pay others to perform. the price elasticity effect on services demand.
household maintenance activities that people increasingly pay others to perform.
Rob was complaining to another member of the lawn crew, "I don't know how they expect me to do an adequate job. The mower doesn't work right, the trimmers are so dull they don't cut anything, and the rest of the equipment is so old we can't get parts." Rob's company lacks the __________ workers need to be able to do a good job. maintenance schedule instrumental support equipment inventory service infrastructure
instrumental support
Because services are __________, it is often difficult for marketers to convey the benefits to consumers. variable inseparable intangible perishable
intangible
When marketers say that services are __________, they are referring to the fact that services cannot be touched, tasted, or seen, like a pure product can. intangible inseparable variable perishable
intangible
Another name for brand repositioning is strategic brand alteration. change management. rebranding. perception tracking. brand scaling.
rebranding.
Which of the following best describes a company sales force? A company sales force is composed of people who are employees of the selling company. A company sales force is made up of teams making cold calls. A company sales force is a team set up to sell products to companies. A company sales force is an organization that supplies sales reps to other companies.
A company sales force is composed of people who are employees of the selling company.
Generally, less money is spent on advertising in B2B markets because B2B marketing usually involves more personal selling. B2B marketing is too expensive to use advertising. business customers prefer coupons. B2B markets are too homogeneous to use advertising.
B2B marketing usually involves more personal selling.
__________ is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service. Brand positioning Brand licensing Brand association Brand equity Brand solvency
Brand equity
Although a sales representative may skip a step in the personal selling process or might sometimes have to go back and repeat steps, there is a logic in the sequence. Which of the following would NOT be appropriate in the personal selling process? Before a salesperson can work through the preapproach, leads must be qualified. The customer's reservations must be addressed before closing the sale. Closing the sale is the final—and most satisfying—part of the process. Carefully working through the preapproach will make the next step—the sales presentation—more effective and efficient.
Closing the sale is the final—and most satisfying—part of the process.
Which of the following is NOT a public relations tool? Donating a portion of profits to a charitable cause Coupons and rebates Event sponsorships News releases
Coupons and rebates
__________ is when two or more firms join forces to reach a target audience in a short-term effort. Promotional co-branding Cross-promotion Joint-venture promotion Multi-target promoting
Cross-promotion
_________ means allowing employees to make decisions about how service is provided to customers. Endorsement Quality control Standardization Empowerment
Empowerment
Which of the following is NOT a stage in the product life cycle? Introduction Growth Evaluation Maturity Decline
Evaluation
Which of the following is NOT a characteristic of products in the maturity stage of the product life cycle? Laggards are a major focus of marketing efforts. Price competition is intense. Marketing costs increase as firms defend their market share. The market may become saturated because nearly all potential customers have adopted the product. To increase the customer base, firms consider entry into new markets and new market segments.
Laggards are a major focus of marketing efforts.
Which of the following is NOT one of the four product life cycle stages? Introduction Leveling Maturity Growth Decline
Leveling
__________ refers to the perceived fairness of the process with which a firm handles customer complaints. Procedural fairness Intangible fairness Distributive fairness Service fairness
Procedural fairness
_________________ is a sales philosophy and process that emphasizes a commitment to maintaining and investing in long-term, mutually beneficial business relationships. Organizational buying Cold calling Psychographic selling Relationship selling
Relationship selling
___________________ involves taking apart a product, analyzing it, and creating an improved product that does not infringe on the competitor's patents. Reverse innovation Reverse engineering Selective dissection Redistribution Creative destruction
Reverse engineering
________ is another term for private-label brands. Store brands Off brands Manufacturer brands National brands Experiential brands
Store brands
Generally, which of the following is the most expensive media buy? Internet Newspaper Radio Television
Television
What is the problem associated with service quality standards such as "be nice" or "do what the customers want"? They create low expectations. They are not specific. They do not allow for the voice-of-customer process. Most employees are unwilling to do what customers want.
They are not specific.
Often, advertisers will employ a variety of media to deliver their message. When using different media, advertisers need to deliver value-based posttesting. niche media emotional appeals to the mass market. a consistent and compelling message. selective, continuous pulsing.
a consistent and compelling message.
Evelyn knows that prospective customers are likely to raise reservations about price and quality. She needs to convince customers that her products represent time savings. a good value. the least expensive choice available. average quality for an average price.
a good value.
The difference between advertising and publicity is that advertising is more effective in reaching consumers. almost always used in conjunction with consumer satisfaction surveys. a paid form of marketing communication. designed to remind consumers, while publicity is used to persuade consumers.
a paid form of marketing communication.
First Lady Michelle Obama has recorded an ad encouraging parents to teach their children good nutrition habits in order to stem the increase in child obesity. This message is an example of product-focused advertising. consumer generated advertising. a public service announcement. reminder advertising.
a public service announcement.
Generally, when advertising to consumers, the objective of an advertising campaign is a pull strategy—to get the product into stores by having consumers demand it. a push strategy—to stimulate interest among members of the supply chain. to win advertising awards. to offset sales promotion costs.
a pull strategy—to get the product into stores by having consumers demand it.
Brands can be owned by manufacturers only. any firm in the supply chain. retailers only. wholesalers and retailers only. only private label generic retailers.
any firm in the supply chain.
A product is __________ that can be offered through a voluntary marketing exchange. the combination of a firm's marketing mix the brand associations the category depth a tangible item anything of value to consumers
anything of value to consumers
Like any effective salesperson, Tiffany walks into a customer's office, shakes hands, looks the customer in the eye, and smiles. After exchanging pleasantries, Tiffany will try to create interest in her company's product. Tiffany will likely ______________________ to adapt or customize her presentation to match the customer's needs. use a hypothetical situation ask a series of questions examine the customer's office make a variety of assumptions
ask a series of questions
One of the reasons service failures need to be addressed quickly is to minimize the zone of tolerance. increase empowerment zones. avoid negative word-of-mouth from upset customers. avoid a situational ethics conflict.
avoid negative word-of-mouth from upset customers.
The product life cycle is theoretically ________ shaped with regard to sales and profits. Y lightning bolt bell circle flat line
bell
A salesperson's compensation can be made up of some combination of salary, commission, and ____, which are payments made at a manager's discretion when the salesperson achieves certain goals. bonuses metrics awards income segments
bonuses
Jake developed a toothpaste using only natural ingredients, and he has been quite successful selling the product in health food stores and some grocery stores. He has recently developed a toothbrush using bamboo and natural components. Jake is considering a __________, giving the toothbrush the same brand name as the toothpaste in order to have greater brand awareness. co-brand brand extension premium brand joint brand natural brand
brand extension
Efforts to change a brand's focus to target new markets or change the image of a brand are called co-branding. brand extraction. brand collusion. brand repositioning. brand dilution.
brand repositioning.
Effective salespeople anticipate and handle external environmental changes. corporate takeovers. buyers' reservations. role playing conflict.
buyers' reservations.
One of the advantages of niche media is it often allows marketers to reach a larger audience than mass media. use major events like the Super Bowl. change and personalize messages for different audiences. sell cooperative advertising space to cosponsors.
change and personalize messages for different audiences.
Sales representatives are often compensated, at least in part, on a percentage of the sales revenue. This percentage is known as a bonus. sales increment. base salary. commission.
commission
The __________ gap can be reduced by managing consumers' expectations. knowledge communication delivery standards
communication
The __________ gap can be reduced by managing consumers' expectations. knowledge communication delivery standards
communication
When there is a significant difference between the service customers receive and the service the firm promotes, the firm has a standards gap. social expectations gap. delivery gap. communications gap.
communications gap.
For salespeople, ________________ provide(s) a major contact point with customers in the follow-up stage of the selling process, and an opportunity to build and improve relationships. trade shows cold calls preapproaches complaints
complaints
Several months ago, Veronica took over the sales territory managed by a very successful salesperson. Veronica should use __________________ as a first source of leads. current customers Chamber of Commerce gatherings trade shows census data
current customers
Companies that develop customized-business software often work closely with their customers when installing their products. This close contact often creates new product ideas through reverse engineering. licensing technology. customer input. R&D consortia. clinical trials.
customer input.
The Gaps Model is designed to highlight those areas where service providers provide the best possible service. manufacturers are cutting corners on product quality. customers believe they are getting less or poorer service than they should. service providers know more than their customers.
customers believe they are getting less or poorer service than they should.
A __________ gap is the difference between the firm's service standards and the service it provides to customers. seniority knowledge standards delivery
delivery
To meet or exceed customers' expectations, marketers must know where customers live. know how often consumers buy their products. determine what those expectations are. recognize that expectations are tangible.
determine what those expectations are.
During the preapproach stage, a salesperson usually conducts additional research about prospects and assists the prospect through the buying process. decides what role to play during the handling reservations stage. develops plans for meeting with the customer. offers initial concessions to gain the sale.
develops plans for meeting with the customer.
The process by which the use of a new product or service spreads throughout a market group is referred to as new product introduction. lead user dispersion. diffusion of innovation. the product life cycle. product development diffusion.
diffusion of innovation.
The potential benefits of brand extension do NOT include allowing the perception of a brand with a quality image to be carried over to the new product. lowering marketing costs. boosting sales of the core brand. spending less on creating brand awareness and associations. diluting brand equity.
diluting brand equity.
When travelers are bumped from overbooked flights, they are frequently offered vouchers good for future travel. The dollar value of the voucher is the airline's estimate of perishable value. distributive fairness. empowerment. procedural justice.
distributive fairness.
The ________________ diffusion of innovation group is crucial because few new products can be profitable until this large group buys them. innovator laggard late majority early majority early adopter
early majority
Danielle is creating an advertising message designed to appeal to consumers' fears of having their home broken into. Danielle's message will focus on a(n) __________ appeal. emotional niche marketing informational institutional
emotional
Successful first movers create a market or a product category. They often benefit from being readily recognizable to consumers and not having to pay advertising expenses. using prototypes to dominate the market. not needing to do test marketing. establishing an early market share lead. motivating laggards to buy their products.
establishing an early market share lead.
Salespeople should be evaluated and rewarded only for those activities and outcomes that generate the most income. increase the number of customers. fall under their control. reduce manufacturing costs.
fall under their control.
The advertising message admonition, "People are not looking for quarter-inch drill bits; they are looking for quarter-inch holes," suggests that advertising messages need to emphasize technology. focus on quality. inform consumers about opportunities. focus on solving problems.
focus on solving problems.
The ______________ stage of the selling process offers a prime opportunity for salespeople to solidify customer relationships through great service quality. generating and qualifying leads follow-up sales presentation closing the sale
follow-up
Chesnee works in the office of a building materials company. One of her jobs is to identify new building projects and to determine who will make the building materials purchase decisions. Chesnee is involved in the _______________ step of the selling process. generate leads preapproach closing the sale follow-up
generate leads
To get us to remember their ad and the product or brand in the ad, advertisers must first use persuasion. offer incentives. create effective PSAs. get our attention.
get our attention.
Katerina is told by her sales manager, "Do whatever you need to do to get the sale," yet the company has a series of ethical selling standards. Katerina faces the ethical problem of customer relationship management. sales force compensation inequity. limited commission reinforcement. getting mixed signals from her sales manager.
getting mixed signals from her sales manager.
Nora is deciding whether to purchase brand name sneakers or a store brand. She has purchased other shoes with the same brand name in the past but was only marginally satisfied. In this situation, Nora is likely to purchase the store brand sneakers because they offer more brand awareness. higher degrees of brand loyalty. greater perceived value. a better brand image. more product line depth.
greater perceived value.
Along the service-product continuum, which of the following would be considered the most product dominant? grocery store auto repair shop doctor's office cell phone service provider
grocery store
During the _____________ stage of the product life cycle, sales rise, profits rise rapidly, and there are a small but increasing number of competitors. introduction leveling maturity growth decline
growth
As marketing manager for a newly created software company, Katrina is deciding whether or not to hire a company sales force. To make this decision, Katrina needs to consider whether or not her firm should attend trade shows. her firm has a "hot" product. having a sales force is worth more than it costs. she will be able to find an effective supply chain manager.
having a sales force is worth more than it costs.
Concept testing is important because it can help the firm to refine the promotional plans. lead to immediate roll out of the final product. help a firm avoid the costs of unnecessary product development. reduce the potential loss of sales during the decline stage. increase product development costs.
help a firm avoid the costs of unnecessary product development.
Because of __________, many companies have altered their "no questions asked" return policies to include time limits, "restocking" fees, and store-credit-only refunds. government regulations Better Business Bureau guidelines high costs accounting concerns
high costs
Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are made by the same company—Procter & Gamble. Old Spice and Iams are known as individual brands. family brands. corporate brands. traditional brands. registered brands.
individual brands.
Empowerment becomes more important when the service is institutionalized. repetitive. individualized. routine.
individualized.
When marketers state that services are __________, they are referring to the fact that services are produced and consumed at the same time. intangible inseparable variable perishable
inseparable
Persuasive advertising is often used when competition is nonexistent. is cooperating. is most intense. is declining.
is most intense.
One reason why B2B salespeople spend considerable time qualifying potential customers is because they want to have absolutely everything in order before approaching a potential customer. it can be costly to prepare and make a presentation to a business customer. too many business buyers at trade shows are really people from competing firms trying to obtain competitive information. independent agents get the best leads; the company sales representatives need to work harder.
it can be costly to prepare and make a presentation to a business customer.
If a firm promises more than it can deliver it has created an empowerment gap. consumers will have a knowledge gap. it creates a communication gap. it needs to enact a voice-of-customer program.
it creates a communication gap.
One of the disadvantages associated with personal selling is cold calling is easier than direct mail advertising. a salesperson often changes the message based on consumers' needs. it is expensive. it can be directed toward those customers with the highest potential.
it is expensive.
For years, the Mogul Sheraton, a four-star hotel overlooking the Taj Mahal in India, offered free elephant and camel rides to hotel visitors. Few customers took advantage of this service. This is an example of a __________ gap in services marketing. seniority knowledge standards delivery
knowledge
David's marketing research returned the finding that customers were staying away from his bookstore because of a lack of services like gift cards, return policies, and special orders. David was shocked. "Nobody ever asks about that stuff! If it were that important, people would ask about it." David is likely suffering from a(n) knowledge gap. standards gap. ethics gap. delivery gap.
knowledge gap
Which of the following best describes when Johnson & Johnson introduces a travel-sized package for its existing baby oil product? line extension brand extension brand dilution rebranding co-branding
line extension
Studies have found that customers are typically ready to make a purchase decision well before salespeople attempt to close the sale. Salespeople can learn when to close the sale by listening to customers and paying attention to their body language. keeping accurate records regarding how long it took to close sales in the past. asking sales support personnel to estimate the average time before customers are ready to close. using the same selling process for all customers.
listening to customers and paying attention to their body language.
For marketers, one of the benefits of having achieved brand loyalty is recognition through industry awards. lower marketing costs associated with reaching loyal customers. increased price sensitivity among loyal customers. greater concern about competitors' actions. few worries about copyright infringement.
lower marketing costs associated with reaching loyal customers.
Frequent buyer/user award programs are used to increase price sensitivity. decrease co-branding costs. lower licensing fees. expand product line depth. maintain contact with loyal customers.
maintain contact with loyal customers.
Because advertising is the most visible form of marketing, many people think of marketing and advertising as synonymous. it is the most important part of a marketing mix. everyone prefers to be in advertising. marketing budgets always emphasize advertising over other forms of communication.
many people think of marketing and advertising as synonymous.
The execution style of an advertising message must match the medium and the objectives. correspond with globally accepted norms. include a minimum of puffery and maximum media buy. selectively pull retailers into the marketing channel.
match the medium and the objectives.
During the _____________ stage of the product life cycle, sales peak and profits begin to decline as competition becomes intense. introduction leveling maturity growth decline
maturity
In the United States, most consumer packaged goods found in grocery and discount stores are in the ________ stage of the product life cycle. growth pioneer introduction decline maturity
maturity
Walmart's "Everyday low prices" selling proposition is effective primarily because it is unique to the industry. meaningful to the consumer. variable over time. a one-time message.
meaningful to the consumer.
When Microsoft introduces a new version of its Windows operating system, it typically uses selected magazine, Internet, and direct mail advertising. This combination of advertising outlets represents Microsoft's niche buy. advertising plan. media mix. track testing.
media mix.
Another name for a manufacturer's brand is a(n) __________ brand. systematic extended national premium private-label
national
Fred sells health insurance packages for small businesses. He has been given the names of ten new businesses in his town. During the qualifying leads stage of the selling process, Fred will try to assess which of the ten businesses would respond best to a sales contest. are closest to his office. need health insurance packages and can afford them. have order getters and order taker
need health insurance packages and can afford them.
Galena is a new agent for a financial services company. She decides to join the local Chamber of Commerce, the local association of businesswomen, and the local chapter of the United Way organization. Galena is attempting to use _______________ to generate leads. current customers networking trade shows the Internet
networking
A firm's product mix breadth is its number of items per product line. depth divided by profitability. number of categories that are mutually exclusive. number of product lines. brand equity multiplied by its capacity utilization.
number of product lines.
Many home design businesses volunteer to provide their latest products for tours-of-homes fundraisers because they know their new products will benefit from relative advantage. compatibility. observability. complexity. trialability.
observability
Trade shows are a particularly good source of B2B sales leads because they are open to the general public. they are almost always sanctioned by the government. people who attend are interested in the products and services being offered. consumers tell retailers which shows to attend.
people who attend are interested in the products and services being offered.
Kathleen has found out everything she can about a newly qualified lead. She has practiced making her sales presentation and has determined what goals she has for the first meeting. Kathleen has finished the ________________ stage of the selling process. qualify leads preapproach closing the sale follow-up
preapproach
The diffusion of innovation theory is useful to marketers in helping them adjust to the performance life cycle. avoid the cost of concept testing. predict which types of customers will buy their product immediately and later. predict how long it will take for a new product to gain market acceptance. forecast sales for a new product.
predict which types of customers will buy their product immediately and later.
Because services like cruises and car rentals are perishable, many marketers use pricing strategies to match supply with demand. service quality to extend the life of the product. incentives to encourage staff to deliver according to standards. training to standardize delivery.
pricing strategies to match supply with demand.
The preapproach stage occurs ______________________ and extends the qualification of leads procedure. after the sales presentation prior to meeting the customer for the first time before closing the sale but after follow-up after closing the sale but before follow-up
prior to meeting the customer for the first time
If a new product concept gets positive evaluations from potential customers during concept testing, the next step for a firm is market testing. product development. brainstorming. reverse engineering. launching the product.
product development.
The __________________ step in the product development process is critical, requiring tremendous resources and extensive coordination of all aspects of the marketing mix. pretesting product launch post-testing product development evaluation of results
product launch
A __________ is a group of associated items that consumers tend to use together or think of as part of a group of similar products. product line product mix product mix breadth line extension brand extension
product line
The complete set of all products offered by a firm is called its product line. product categories. product mix. product breadth. product line depth.
product mix
The complete set of all products offered by a firm is called its product line. product categories. product mix. product breadth. product line depth.
product mix.
Which of the following is NOT part of the "actual product" level of the product offer? product warranty features design quality brand name
product warranty
Before the development of computer-assisted design software, many firms handcrafted ______, wooden or clay models that served as rough physical representations of the new product. premarket tests blockbusters prototypes storyboards designer models
prototypes
Anne's Pita Bread Chips offers free POP (point-of-purchase) displays to retailers ordering their product. Anne's is using a ____________ strategy. pull puffery publicity push
push
Kyle is preparing for an important sales presentation. He knows that customers are more likely to _______________________ during his presentation than during other stages of the selling process. be identified as qualified leads agree with everything he says raise objections offer advice
raise objections
For salespeople who practice ___________________, an unsuccessful close one day may lay the groundwork for a successful close during the next meeting. role playing sales support promotion relationship selling delayed preapproach
relationship selling
Early personal computer users remember the cumbersome, user-unfriendly "DOS" system. When Apple introduced System 1 and Microsoft introduced Windows, both of which were much easier to use, these new products diffused rapidly because of their relative advantage. compatibility. observability. complexity. trialability.
relative advantage.
Inkjet personal computer printers were a big improvement over the dot matrix printers they replaced. Inkjet printers gained rapid acceptance in the marketplace primarily because of their relative advantage. compatibility. observability. complexity. trialability.
relative advantage.
Private-label brands are developed and managed by manufacturers. wholesalers. supply chain specialists. manufacturer's reps. retailers.
retailers
One of the advantages of personal selling over other types of marketing communications is that salespeople can customize their message for a specific buyer. personal selling almost always costs less than other marketing communication alternatives. personal selling has greater reach than advertising. cold calling is easier than direct mail advertising.
salespeople can customize their message for a specific buyer.
One of the advantages of selling specialty goods and services is that when consumers want them, they will question the price. consider many alternatives. search for them. perceive greater performance risk. expect them to be offered conveniently.
search for them.
After using market research to identify the target audience for his advertising campaign, Jorge will next use this information to develop creative advertising copy. assess the potential effectiveness of his ad campaign. buy advertising time. set explicit and measurable objectives for the campaign.
set explicit and measurable objectives for the campaign.
Zappos, an online shoe company, knows shoes are typically a(n) __________ good, with consumers often spending time comparing alternatives. They overcome that aspect of consumers' search process by offering a free, no questions asked return policy. specialty shopping convenience ritual impulse
shopping
A(n) __________________ is a fee paid by manufacturers to get new products into stores or to gain more or better shelf space for products. facilitating payment introductory price promotion slotting allowance stocking premium place holder
slotting allowance
Regardless of the objective of an advertising campaign, each campaign's objectives must be sincere and emotional. consistent with those of the available media. either informative or persuasive but not both. specific and measurable.
specific and measurable.
Training service providers to know exactly what a "good job" entails is setting service knowledge. quality. delivery. standards.
standards.
Unlike advertising, public relations supports promotional efforts by generating "free" media attention. accounts for a greater increase in marketing spending. converts mass media advertising into direct marketing. is considered a human resources function.
supports promotional efforts by generating "free" media attention.
Gwen recognizes that one of her roles as a company sales rep is to be the firm's frontline emissary. As such, she strives to build strong relationships with customers and capture every possible sale. focus on the short term. take a long-term perspective. disparage competitors' offerings.
take a long-term perspective.
A marketing professor in Ithaca, New York maintains a museum of failed consumer products. Most new products in this museum failed during the _______________ stage of new product development, when they are introduced to a limited geographical area. pretesting product launch test marketing product development concept testing
test marketing
When McDonald's comes up with a new drink or sandwich for its fast food stores, it often markets it in a dozen or so of its outlets. When the company does this, it is engaged in pretesting. product launch. test marketing. product development. concept testing.
test marketing.
Brand extension is a popular marketing strategy because it separates out the cost of brand extension from brand intention. it allows the firm to discontinue complementary products. the firm can spend less on creating brand awareness and associations. it avoids the problem of brand dilution. it guarantees success for a new product.
the firm can spend less on creating brand awareness and associations.
The concept of __________ refers to the area between customers' expectations regarding desired service and their minimum levels of acceptable service. voice-of-customer programs empowerment the zone of tolerance standards analysis
the zone of tolerance
Services marketing managers have learned that more employees will support a quality-oriented process if they are involved in setting the goals. perishable services are replaced with tangible services. they are required to diverge from existing standards. the process involves both part-time and full-time employees.
they are involved in setting the goals.
By a margin of seven to one in a survey of sales and marketing executives, respondents believed that salespeople are born, not made. training and supervision are most important determinants of selling success. straight commission is the best compensation package. personality and optimism are more important than self-reliance and empathy.
training and supervision are most important determinants of selling success.
Samples are often used for new products when _________________ will influence the diffusion of the product. relative advantage compatibility observability complexity trialability
trialability
Zappos.com, an online shoe store, worked to overcome the problem of new product ______________ with its easy, no hassle return procedure. relative advantage compatibility observability complexity trialability
trialability
When a salesperson approaches you to sell a cemetery plot, this is considered what type of product? unsought product shopping product convenience product line extension secondary product
unsought product
When marketers state that services are ____________, they are referring to the fact that services are not always of the same quality from one time period to another or from one service provider to another. intangible inseparable variable perishable
variable
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 the buying process. how much time has been allocated for the presentation. which of the alternative products to demonstrate. whether to quote a full price or discount price.
where the customer is in the buying process.
Kristina created a virtual prototype of her new line of swimwear on a website to show to consumers. Kristina will ask consumers what they think of the clothing, but the most important question is what retailers she should use to sell the swimwear. whether or not they would purchase the swimwear if it becomes available. what wholesale price should be charged. what promotional plan will work best. in which season she should introduce the product.
whether or not they would purchase the swimwear if it becomes available.
An advertising plan is crucial to an ad campaign because it is the basis for sales commissions. is required by the accounting department. offers insights into the creative leadership of mass media buyers. will later be used to measure the success or failure of the campaign.
will later be used to measure the success or failure of the campaign.
Nicole knows her restaurant is understaffed today. She is hoping to get through the day without falling below her customers'__________, the difference between what her customers want and what they will accept before going elsewhere. voice-of-customer quotient empowerment standard tangibles gap zone of tolerance
zone of tolerance
