ch 12 & 13- ad and promo mix

A push strategy is __________.

a promotion strategy that calls for using the sales force and trade promotion to move the product through channels

The __________ is setting the promotion budget at the level management thinks the company can afford.

affordable method

A business promotion is a __________.

sales promotion tool used to generate business leads, stimulate purchases, reward customers, and motivate salespeople

What is sales promotion?

A short-term incentive used to encourage the purchase or sales of a product or a service

Event marketing refers to __________.

creating a brand-marketing event or serving as a sole or participating sponsor of events created by others

A customer sales force structure __________.

A customer sales force structure __________.

__________ is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Advertising

__________ is the sales step in which a salesperson meets the customer for the first time.

Approach

__________ is when a company directly or indirectly compares its brand with one or more other brands.

Comparative advertising

__________ consists of interpersonal interactions with customers and prospects to make sales and maintain customer relationships.

Personal selling

__________ is a function in which companies create and place newsworthy information in the news media to attract attention to a person, product, or service.

Press relations

__________ is an activity of public relations that involves the publicizing of specific products.

Product publicity

__________ is building and maintaining national or local community relationships.

Public affairs

__________ is building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Public relations

__________ refers to analyzing, planning, implementing, and controlling sales force activities.

Sales force management

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

Sales promotion

__________ is using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts.

Team selling

Advertising is __________.

any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

The purpose of persuasive advertising is to __________.

build selective demand

Public affairs is __________.

building and maintaining national or local community relationships

Lobbying is __________.

building and maintaining relationships with legislators and government officials to influence legislation and regulation

__________ is the sales step in which a salesperson asks the customer for an order.

closing

A salesperson represents a __________.

company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building

An inside sales force __________.

conducts business from their offices via phone, online and social media interactions, or visits from buyers

Press relations is a function in which companies __________.

create and place newsworthy information in the news media to attract attention to a person, product, or service

The fantasy style __________.

creates an imaginary situation around the product or its use

A product sales force structure __________.

is a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines

The __________ shows how a product fits in with a particular way of life.

lifestyle style

The purpose of __________ is to build selective demand.

persuasive advertising

A pull strategy is a __________.

promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product

The presentation step is when a salesperson __________.

tells the "value story" to the buyer, showing how the company's offer solves the customer's problems

A territorial sales force structure is a sales force organization __________.

that assigns each salesperson to an exclusive geographic area in which that salesperson sells the company's full line

During the approach step, __________.

the salesperson should know how to meet and greet the buyer and get the relationship off to a good start

__________ is a promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product.

A pull strategy

__________ is a promotion strategy that calls for using the sales force and trade promotion to move the product through channels.

A push strategy

__________ is a sales promotion tool used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to customers.

A trade promotion

__________ focuses on the goal of getting new customers, obtaining orders from them, and spending time maintaining existing accounts and building long-term customer relationships.

The selling process

The selling process __________.

focuses on the goal of getting new customers, obtaining orders from them, and spending time maintaining existing accounts and building long-term customer relationships

Follow-up is the sales step in which a salesperson __________.

follows up after the sale to ensure customer satisfaction and repeat business

The __________ shows people or cartoon characters singing about the product.

musical style

Handling objections is the sales step in which a salesperson __________.

seeks out, clarifies, and overcomes any customer objections to buying

The percentage-of-sales method is __________.

setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price

The competitive-parity method is __________.

setting the promotion budget to match competitors' outlays

The slice of life style __________.

shows one or more "typical" people using the product in a normal setting

The __________ shows one or more "typical" people using the product in a normal setting.

slice of life style

Personal selling is __________.

a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships

A consumer promotion is __________.

a sales promotion tool used to boost short-term customer buying and involvement or enhance long-term customer relationships

Sales force management refers to __________.

analyzing, planning, implementing, and controlling sales force activities

A(n) __________ is a sales force organization in which salespeople specialize in selling only to certain customers or industries.

customer sales force structure

The objective-and-task method is __________.

developing the promotion budget by 1) defining specific promotion objectives, 2) determining the tasks needed to achieve these objectives, and 3) estimating the costs of performing these tasks