Marketing 300 Exam#3

relates to the audience's self-interest

Rational appeal

a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

Reach

is important with mature products to help maintain customer relationships and keep customers thinking about the product

Reminder advertising

Group of independent retailers who jointly establish a central buying organization and conduct joint promotion efforts.

Retailer cooperative

Selling of goods or services directly to final consumers

Retailing

the short-term incentives to encourage the purchase or sale of a product or service ex: discounts, coupons, displays

Sales Promotion

samples, coupons, cash refunds, price packs, premiums, contests, games, sweepstakes, displays,demonstrations, advertising specialties

Sales Promotion tools

Which of the following promotion categories is most likely to include the use of displays, discounts, coupons, and demonstration?

Sales promotion

refers to the short-term incentives to encourage purchases or sales of a product or service: Consumer promotions Trade promotions Sales force promotions

Sales promotion

Retailer Marketing Decisions

Segmentation and Targeting Differentiation and Positioning Pricing and Levels of service

used when introducing a new product category; the objective is to build primary demand

Informative advertising

Salespeople who conduct business from their offices via telephone, the internet, or visits from prospective buyers

Inside sales force

the marketing channels that look toward the customer (wholesalers and retailers)

downstream partners

Any paid form of non-personal presentation and promotion of ideas, goods, or services, by an identified sponsor ex: broadcast, print, internet

Advertising

a specific communication task to be accomplished with a specific target audience during a specific time Classified by their primary purpose: Inform, Persuade, Remind

Advertising objective

The message's impact on the target audience is affected by how the audience views the communicator for example:

Celebrities and Professionals

Clear, consistent, and compelling criteria for marketing communications

->Advertising-> Personal Selling->Public Relations>Direct Marketing->Sales Promotion->

Socially Responsible Marketing Communication

-Communicate openly and honestly -Avoid deceptive or false advertising -Avoid bait- and switch advertising -Conform to all regulations -follow "fair competition" -Do not offer bribes

Steps in developing Effective Marketing Communication

1) Identify the target audience 2)Determine the communication objectives 3)Design the message 4) Choose the media 5) Select the message source

The sets of firm that supply companies with the raw materials, components, parts, information, finances, and expertise needed to create a product or service are known as ________ A) Retailers B) Upstream partners C) Distributors D) Downstream partners E) Distribution channels

B) Upstream partners

directly or indirectly compares the brand with one or more other brands

Comparative advertising

Excel Enterprises uses a Web site, online social networks, and print advertisements to promote its products. Since Excel Enterprises practices integrated marketing communications, all these different brand contacts maintain _____ in design and tone.

Consistency

Two or more outlets that are commonly owned and controlled.

Corporate chain

Types of Retail Organizations

Corporate chain Voluntary chain Retailer cooperative Franchise organization

"Sense and Respond" view It suggests planning starts by identifying the needs of target customers, to which the company responds by organizing a chain of resources and activities with the goal of creating customer value.

Demand chain

involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting consumer relationships- through use of direct mail and internet to communicate ex: catalog, telemarketing, kiosks

Direct Marketing

The cutting out of marketing channel intermediaries by product or service producers or the displacement of traditional resellers by radical new types of intermediaries

Disintermediation

"mentions"/stories about a brand->brand reputation ex: B2C2C Model, word of mouth, Viral Communication

Earned Interactive Media

an attempt to stir up positive or negative emotions to motivate purchase

Emotional appeal

HP's advertising agency assembles words and illustrations into an advertisement that convey the company's intended brand message. In the context of the communication process, HP is __________.

Encoding

When the seller requires that these dealers not handle competitors' products

Exclusive dealing

Giving a limited number of dealers the exclusive right to distribute the company's products in their territories

Exclusive distribution

__________ often includes exclusive dealings. Both parties can benefit from steady source of supply and stronger seller support, but exclude other producers from selling to these dealers. -are where producer or seller limit territory

Exclusive territorial agreements

Contractual association between a franchisor(manufacturer) and franchisees(independent businesspeople).

Franchise organization

a measure of how many times the average person in the target market is exposed to the message

Frequency

the use of unconventional, innovative, and low-cost marketing techniques designed to get consumers' attention in unusual ways

Guerrilla Marketing

Which of the following companies uses a direct marketing channel

Holly Wreaths, a store which sells Christmas ornaments to customers via its online click-to-order catalogs

Managers at the Imperial Hotel-Chicago complained that the chain's overall image was hurt because Imperial Hotel-Dallas was overcharging guests and providing poor service. The imperial Hotel was experiencing_____ conflict

Horizontal

occurs among firms at the same level of the channel

Horizontal conflict

When McDonald's offers its products inside of a Wal-Mart store, it is using a(n)

Horizontal marketing system

the qualitative value of a message exposure through a given medium

Impact

Stocking the product in as many outlets as possible

Intensive distriution

________ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities.

Intermediaries

Which of the following is true of the exclusive distribution strategy?

It helps promote a brand's luxury image

represents the merging of advertising and entertainment (the intersection of Madison Avenue and Hollywood)

Madison & Vine

Building or taking market share requires larger budgets Markets with heavy competition or high advertising clutter require larger budgets

Market Share

consists of firms that have partnered for their common good with each member playing a specialized role

Marketing Channel

directed at the audience's sense of right and proper

Moral appeal

A distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments

Multichannel distribution system

focuses the message on selected market segments -Lower cost -Targets more effectively -Engages customers better

Narrowcasting

Future of Retailing

Non-store retailing Retail convergence Megaretailers Retail technology Global expansion Retail stores as communities

Salespeople who travel to call on customers in the field

Outside sales force or (field force)

control and versatility vs. little to no control over consumer response ex: signage, environmental design, branded media, Packaging, Fun & Games

Owned Media

controlled; moving beyond reach/ exposure to engagement, but are you engaged? ex: kiosks, direct Response Media, Customer Service/Tech Support, Sampling

Owned but Interactive Media

the personal presentation by the firm's sales force for the purpose of making sales and building customer relationships ex:sales presentations, trade shows, incentive programs

Personal Selling

is important with increased competition to build selective demand

Persuasive advertising

Which of the following is true of vertical marketing systems?

Producers, wholesalers, and retailers set as a unified system

Coca-Cola cups prominently featured on episodes of American Idol are an example of _____.

Product Placement

New products require larger budgets Mature brands require lower budgets

Product life-cycle stage

involves building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling rumors ex:press releases, web pages, sponsorships

Public relations

any type of communication, personal or non-personal, about a company, or the company's products -can be positive or negative(addressed promptly) and not paid for -considered more credible than any other component of the promotional mix -Sources: Articles, Broadcasted messages, Word of mouth, Internet postings

Publicity

the producer directs its marketing activities toward final consumers to induce them to buy the product

Pull Strategy

involves "pushing" the product through marketing channels to final consumers

Push Strategy

Which of the following statements is true regarding marketing communications?

Todays consumers are better informed about products and services

the incentives for intermediaries to sell more of certain or product lines ex: discounts, product placement, point of sale displays, rebates

Trade Promotion

are agreements where the dealer must take most or all of the line

Tying agreements

Territorial- specific geographic area Product-specializes along product lines Customer-organizes sales force along customer lines

Types of Sales force Structures

When KFC came into conflict with its franchisees over the brand's "Unthink KFC" repositioning, which emphasized grilled chicken over its traditional Kentucky fried chicken, KFC experienced ________ conflict.

Vertical

conflict between different levels of the same channel

Vertical conflict

A channel structure in which producers, wholesalers, and retailers act as a unified system One channel member owns the others, has contracts with them, or has so much power that they all cooperate

Vertical marketing system

Wholesaler-sponsored group of independent retailers engaged in group buying and merchandising

Voluntary chain

Which of the following should be a manufacturer's first step when designing an effective marketing channel?

analyze consumer needs

-convenient, easy, private -ready access to a wealth of products -access to info about companies, products, and competitors

benefits to buyers

-Tool to build customer relationships -Low-cost, efficient, fast alternative to reach markets -Flexible -Access to buyers not reachable through other channels

benefits to sellers

Companies are doing less ______ and more ______ as a result of the explosive developments in communication technologies to better target smaller customer segments.

broadcasting; narrowcasting

The Bookworm began delivering books directly to customers through mail instead of selling through "brick-and-mortar" companies. This is an example of ________.

disintermediation

Which of the following is an advantage of adding new channels in a multichannel distribution system?

expanding sales and market coverage

The _____ organization is the most common type of contractual marketing relationships

franchise

At Neiman Marcus, a first-class department store, customers shop for high-end products and they are assisted in every phase of the shopping process. Neiman Marcus is a ________.

full-service retailer

Two or more companies join together to follow a new marketing opportunity

horizontal marketing system

_______ play an important role in matching supply and demand by providing consumers with a broad assortment of products in small quantities. -specialization, expertise -Transform products -Provide feedback

intermediaries

A charitable trust's appeal which states, "While you are trying to figure out what to get the man who has everything, don't forget the man who has nothing" is an example of a(n)________ appeal.

moral

Atlas Imports and Exports sells products directly to consumers via the Atlas Web site, and through local retailers as well. Which of the following is evident here?

multichannel distribution system

______ becomes more important as competition increases. With this type of advertising a company's objective is to build selective demand.

persuasive advertising

A message showing a product's quality, economy, value, or performance is an example of a(n) ______ appeal

rational

For which of the following products would the intensive distribution strategy most likely be used?

soft drinks

"Make and sell" view It suggests that raw materials, productive inputs, and factory capacity should serve as the starting point for market planning

supply chain

process of managing upstream, downstream, value-added, flows of materials, final goods and related information among suppliers the company, the company, and the final customer

supply chain management

An ad for Maybelline age-minimizing makeup in Ladies' Home Journal magazine featured atress Melina Kanakaredes and offered readers a $1-off coupon when they try the new makeup. In terms of the communication model, which of the following would be the best way for the source to measure feedback?

the number of people who redeem the coupon

The sets of firms that supply companies with the raw materials, components, parts, information, finances, and expense needed to create products or services are known as ________

upstream partners