Marketing Ch. 15-17

Generally speaking, personal selling becomes more important as the number of potential customers _____ and as the value of the product _____

Decreases; Grows

DAGMAR is an acronym for

Defining Advertising Goals for Measured Advertising Results.

What are the four basic tasks of promotion?

Informing, persuading, reminding, and connecting

SALES PROMOTION consists of all marketing activities that stimulate consumer purchasing such as coupons, contests, free samples, and trade shows.

RATIONALE: Sales promotions include free samples, contests, premiums, trade shows, vacation giveaways, and coupons.

Why do companies with new brands that have a small market share tend to spend proportionately more for advertising and sales promotions compared to those with a large market share for existing products? WHY

To achieve a certain minimum level of exposure to measurably affect purchase habits

AIDA is an acronym for attention, interest, desire, and action.

True

Advertising is impersonal, one-way mass communication about a product or organization that is paid for by a marketer.

True

Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response.

True

The goal of competitive advertising is to influence demand for a specific brand.

True

The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization's overall goals.

True

With relationship selling, the objective is to build long-term branded relationships with customers, not just to sell products.

True

Procter & Gamble uses cents-off campaigns, couponing, and free samples to increase sales of Tide detergent. In other words, it uses a PULL promotional strategy.

True. RATIONALE: A manufacturer using the pull strategy focuses its promotional efforts on the consumer.

Communication is the process by which we exchange or share meanings through a common set of symbols. People also assign meanings to feelings, ideas, facts, and attitudes.

True. RATIONALE: This describes communication.

A competitive advantage is defined as a unique aspect of an organization that causes target consumers to patronize that firm rather than competitors.

True. RATIONALE: This is the definition of competitive advantage

Communication to large audiences, usually through a medium such as television or a newspaper, is called MASS communication.

True. This describes mass communication.

The SENDER is the originator of the message in the communication process

True. This is the definition of a sender.

Unlike advertising that establishes or maintains a company's identity, PRODUCT advertising touts the benefits of a specific good or service.

True. This is the definition of product advertising

Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.

True. This is the definition of promotion.

A UNIQUE SELLING PROPOSITION is

a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.

Social media include all of the following EXCEPT

a pop-up ad on the ESPN Web site. RATIONALE: A pop-up ad on a Web site would be classified as an advertisement, not as social media.

An ADVERTISING OBJECTIVE is

a specific communication task that a campaign should accomplish for a specified target audience during a specified period.

Which of the following professions likely requires an individual to make sales?

a. Salesperson b. Chemist c. Marketing manager d. Engineer e. All of the above. ANSWER: e

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals is referred to as a(n):

advertising campaign.

The promotional mix consists of:

advertising, public relations, sales promotion, personal selling, and social media.

A DATA BASE

allows marketers to track customers' relationships to the company's products and services.

A feature of a product is called a(n)

attribute

When a salesperson asks for the sale, he or she is:

closing the sale.

The ads for Don Francisco's ground coffee simply state, "The highest quality coffee doesn't have to be expensive." This is an example of how a product communicates it's with promotion.

competitive advantage RATIONALE: A competitive advantage is the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competition. It may be based on a scientific discovery, but the company didn't create it by saying it.

Relationship selling is also called:

consultative selling.

The main function of a promotional strategy is to:

convince the target customers that a firm's products offer competitive advantages over those of its competition. RATIONALE: The function of a promotional strategy is to convince the target customers that the goods and services offered provide a competitive advantage over the competition

Walmart captures point-of-sale transactions from thousands of stores in several countries and continuously transmits these data to its massive data warehouse. Walmart allows more than 3,500 suppliers to access data on their products and perform data analyses. These suppliers use the data to identify customer buying patterns at the store level. They use this information to manage local store inventory and identify new merchandising opportunities. Both Walmart and its suppliers are engaged in:

data mining.

When salespeople use price as their go-to tool for negotiation, they may inadvertently:

decrease the value of the product.

Before any creative work can begin on an advertising campaign, it is important to

determine what goals or objectives the advertising should achieve.

Salespeople ensure that delivery schedules are met, that the good or service performs as promised, and that buyers are trained in the use of the product. All of these functions are part of , the final step in the selling process.

following up

The first step in the selling process is:

generating leads

FREQUENCY

is a measure of the number of times an individual is exposed to a brand message. It is used to measure the intensity of a specific medium's coverage. Advertisers use average frequency to measure the intensity of a specific medium'sCoverage

ADVERTISING

is any form of impersonal, sponsor-paid, one-way mass communication.

INTEGRATED MARKETING COMMUNICATIONS

is the careful coordination of all promotional activities to produce a consistent, unified message that is customer focused.

PERSONAL SELLING

is the most important element of the promotional mix would be most effective for helping highly involved consumers make complex buying decisions

For communication to be effective

marketing managers must ensure a proper match between the message to be conveyed and the target market's attitudes and ideas.

The two major categories of communications are:

mass and interpersonal.

REACH

measures the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks.

Television is an example of an advertising:

medium

The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to gain public understanding is called

public relations.

Many high-end hotel chains award points for every dollar spent in one of their hotels. Customers who earn a high number of points are given special privileges that may include upgraded hotel rooms or several free nights. This is an example of the leveraging of customer information to:

retain loyal customers.

The goal of persuasive promotion is to:

stimulate a purchase or an action.

One method used for setting advertising objectives is:

the DAGMAR approach. RATIONALE: According to the DAGMAR approach, all advertising objectives should precisely define the target audience, the desired percentage change in some specified measure of effectiveness, and the time frame in which that change is to occur

Because marketers do not control consumers' comments on social media sites such as Twitter and Facebook:

there is a chance that comments and postings will be negative.

Apple, Inc. has stores, a Web site, and a toll-free phone number where consumers can provide valuable information to the company in developing a CRM system. All these possible areas of the company where consumers can communicate with the business are called:

touch points.