Marketing Exam 4
What are the two links between the international seller and buyer?
1) Channels between nations 2) Channels within nations
Salespeople can be specialized by what four ways?
1) customer and territory 2) Product and territory 3) Product and customer 4) territory, product, and customer
What are the four stages of internationalization?
1) no regular export activities 2) export via independent agents 3) establish sales subsidiaries 4) establish production facilities abroad
Training salespeople: average training period is _______________ months
4-6
The selling process consists of how many steps
7
________% of U.S. economy ($ 2 2 trillion) is generated by direct marketing sales
13
E-Business Domains: ____________: Online consumers who are mainstream and diverse (has created new targeting opportunities, online behavior differs by age). Online/Mobile consumers differ from traditional off-line consumers
B2C
One benefit of direct marketing to sellers is it shortens the _____________ cycle
Buying
E-Business domains: _________________: Allows consumers to search out sellers, learn about offers, initiate purchase, or dictate purchase items (Ex. Priceline.com); some sites facilitate the feedback process between customers and companies (Ex. Planet feedback, Twitter)
C2B
E-business domains: ______________: Auction/Sales sites facilitate the exchange process; Allow access to a much larger audience (eBay, Craigslist, facebook)
C2C
E-business domains: ________________: Social media and sites help consumers exchange goods or information (Facebook)
C2C
E-business domains: _________________: Facilitate Information Exchange; Marketers are tapping into blogs as a medium for reaching carefully targeted customers
C2C
The salesperson should set _____________ objectives, which may be to qualify the prospect, gather information, or make an immediate sale
Call
One supervising tool is the weekly, monthly, or annual ________________ that shows which customers and prospects to call on and which activities to carry out.
Call plan
What are the three tools of salesperson supervision?
Call plan, time-and-duty analysis, sales force automation system
The growing use of sales promotions has resulted in promotion ___________________. With so many products being sold on deal these days, a given promotion runs the risk of being lost in a sea of other promotions, weakening its ability to trigger an immediate purchase
Clutter
An example of prospecting is dropping in unnannounced on various offices, also called ______________________
Cold calling
Grouping customers with similar buying intentions or patterns is known as __________________________
Collaborative filtering
One function of virtual intermediaries is to receive a ____________________ on resulting sales
Commission
Examples of using social media as ______________________: Twitter, Facebook, Snapchat
Communication
Managing the sales force includes _______________ salespeople for what they do
Compensating
Sales promotions targeted towards final buyers are known as _______________ promotions (B2C)
Consumer
____________________ promotion tools include: samples, coupons-online, cash refunds (rebate), price packs (cents-off deals), advertising specialties, premiums, patronage rewards, point-of-purchase communications, contests, games, and sweepstakes
Consumer
____________________ are sales promotion tools to boost short-term customer buying and engagement or enhance long-term customer relationships.
Consumer promotions
_________________________________ means a company should view and organize its marketing activities from the consumer's point of view
Consumer-oriented marketing
___________________________ is an organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers
Consumerism
The cost per ________________ is very high in personal selling.
Contact
Search-related ads are also called __________________ advertising
Contextual
_________________ is an integrated system of learning behavior patterns that are distinguishing characteristics of the members of any given society. The definition encompasses a wide variety of elements, from individualism, materialism, to spiritualism.
Culture
Most firms use ____________ marketing as a major communication medium
Direct
Three ethical norms that all marketers should follow include:
Do no harm, foster trust in the marketing system, embrace ethical values
Adapting both the product and communications equals what global product and communications strategy?
Dual adaptation
With sales stagnating in its mature markets, Coca-Cola is looking to ______________ markets - such as Africa - to meet its ambitious growth goals. Its African distribution network is rudimentary but effective.
Emerging
________________________ is a management approach that involves developing strategies that both sustain the environment and produce profits for the company
Environmental sustainability
Another name for an economic community is a _________________
Free trade zone
Indicators of Market potential: ___________________ characteristics: -climate -country size -population density - urban, rural -transportation structure and market acessibility
Geographic
One way international divisions plan for and provide services to is through ______________________________, with country managers who are responsible for salespeople, sales branches, distributors, and licensees in their respective countries
Geographical organizations
Many firms have passed beyond the international division stage and are truly ____________________ organizations
Global
________________ products: NYC Health asks "Are you pouring on the pounds?" Is the soft drink industry being irresponsible by promoting overindulgence, or is it simply serving the wants of customers by offering products that ping their taste buds while letting them make their own consumption choices
Harmful
Humans make adaptations to changing environments through ______________________
Innovation
The _________________ is the fastest growing sales technology tool
Internet
Direct mail may be resented as __________________ if sent to people who have no interest in it
Junk mail
_____________________ is a joint venture in which the domestic firm supplies the management know-how to a foreign company that supplies the capital; the domestic firm exports management services rather than products
Management contracting
Review page 506 on major marketing decision areas that may be called into question under the law
Move on when done
An ________________ sales force is also known as a field sales force
Outside
___________________: total GDP/number of citizens
Per capita GPD
Screening leads is known as what?
Qualifying
Which metric of social marketing includes: churn, brand advocacy
Retention
Careful salespeople recruiting can overall _____________ performance
Sales force
Sales promotions targeted towards members of the sales force are known as __________________ promotions (B2B): sales force incentives
Sales force
The ____________________ works to produce customer satisfaction and company profit
Sales force
A _______________ covers a wide range of positions. At one extreme, they might largely be an order taker, such at a department store standing behind the counter. At the other extreme, they are order getters, whose positions demand creative selling, social selling, and relationship building for products and services ranging from appliances, industrial equipment, and airplanes to insurance and IT services.
Salesperson
In many cases, salespeople serve two master: The _____________ and the ________________
Seller; buyer
___________________ is known as unsolicited, unwanted commercial email messages
Spam
One supervising tool is _________________ analysis in which the salesperson spends time selling and traveling, waiting, taking breaks, and doing administrative chores
Time-and-duty
Effective supervisors motivate the sales force. True or false?
True
One drawback of a sales profession is job anxiety - high pressure. True or false?
True
True or false: The flow of digital information requires connectivity: Internet, WiFi, Smartphones, etc.
True
True or false: The major global marketing decision usually boils down to this: How much, if at all, should a company adapt its marketing strategy and programs to local markets?
True
True or false: The rapidly changing global environment provides both opportunities and threats. It's difficult to find a marketer today that isn't affected in some way by global developments.
True
True or false: the world is not flat; The fact there are winners and losers, and societies vary in how much they compensate the losers
True
True or false: traditionally, customers were recipients of social media marketing. Now, customers have dialogue with brands (customers post endorsements and vent, marketers and less control and must be authentic)
True
Using social media presents both advantages and challenges. True or false?
True
Ways to use personal selling over the use of technology include teleconferencing, videoconferencing, and improved corporate Web sites. Additionally, assorted wireless technologies are used frequently. True or false?
True
Careful salespeople recruiting can reduce ________________
Turnover
The role of the sales force includes ____________________ communication
Two-way personal
Sales management's challenge is to transform salespeople into company advocates for _______________
Value
________________ language includes: -how words are spoken -gestures made -body position assumed -degree of eye contact
Verbal
_____________________ is a form of e-mail marketing and allows auto downloading of customized content to recipients' Device
Webcasting
Adjusting or adapting to another culture other than one's own, and one of the keys to success in international operations is called _______________________
Acculturation
Which metric of social marketing includes: Click through rate, Bounce
Acquisition
What is the number one way (37.1%) how salespeople spend their time?
Active selling (face to face or phone)
Are there a large number of customers for personal selling or ad/direct marketing?
Ad/direct marketing
Does personal selling or ad/direct marketing have a standardized product?
Ad/direct marketing
Does personal selling or ad/direct marketing have lower value?
Ad/direct marketing
In personal selling or ad/direct marketing are the customers geographically dispersed?
Ad/direct marketing
Is personal selling or ad/direct marketing easy to understand?
Ad/direct marketing
An ___________________ global marketing strategy is a global marketing approach that adjusts the marketing strategy and mix elements to each international target market, which creates more costs but hopefully produces a larger market share and return
Adapted
_________________________, also called promotional products, are useful articles imprinted with an advertiser's name, logo, or message that are given as gifts to consumers
Advertising specialties
An advertising __________________ compensates retailers for advertising the product, whereas a display ______________ (same word) compensates them for using special displays
Allowance
Manufacturers may also offer an ___________________ (usually so much off per case) in return for the retailer's agreement to feature the manufacturer's products in some way.
Allowance
One drawback of a sales profession is role _______________
Ambiguity (open to more than one interpretation)
Knowing How to Meet the Buyer to Get the Relationship Off to a Good Start. This is known as what step in selling?
Approach
__________________ is the sales step in which a salesperson meets the customer for the firm time
Approach
Sales ___________________ provide research and administrative backup for outside salespeople
Assistants
Many firms have adopted sales force _________________ systems: Computerized, digitized sales force operations that let salespeople work more effectively anywhere, anytime
Automation
E-Business domains: _____________: open trading networks, E-marketspace bringing buyers and sellers together
B2B
E-Business domains: _______________: Online product support offers online product information, purchasing and information, purchasing and support
B2B
E-Business domains: ________________: Private trading networks Links sellers with their own trading partners
B2B
___________________ involves the direct exchange of goods or services. For example, Venezuela regularly does this for oil, which it produces in surplus quantities, for food on the international market
Barter
Customization: form utility, personalize _______________ product or service: -Choiceboards Dell, Nike, Charles Schwab
Basic
________________ are online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics
Blogs
During globalization, ________________ are increasingly permeable
Boundaries
One benefit of direct marketing to sellers is it allows for more intensive _______________ engagement
Brand
A ___________________________ is a Web site that presents brand content that engages consumers and creates customer community around a brand
Branded community Web site
Sales promotions targeted towards business customers are known as ___________________ promotions (B2B): new business
Business
______________________ are sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople
Business promotions
Traditional ________________'s rights include the following: -the right not to buy a product that is offered for sale -the right to expect the product to be safe -the right to expect the product to perform as claimed
Buyers
Salespeople also write up their completed activities on ___________ reports and turn in _____________ reports for which they are partly or wholly reimbursed
Call; expense
_______________________ marketing is direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in store, or presented online
Catalog
Consumerism includes: -traditional sellers' rights -traditional buyers' rights -____________________________ -additional rights proposed by consumer advocates
Caveat Emptor
__________________ is the sales step in which a salesperson asks the customer for an order
Closing
Not changing the product, but adapting communications equals what global product and communications strategy?
Communication adaptation
_______________________ is a global communication strategy of fully adapting advertising messages to local markets
Communication adaptation
Basic _________________ plans: -straight salary -straight commission -salary plus bonus -salary plus commission
Compensation
_________________ plans should direct the sales force toward activities that are consistent with overall marketing objectives: -Gain market share -solidify market leadership -maximize profitability
Compensation
____________________ marketing practices: The European Commission recently accused Google of abusing its Web-search dominance, harming both competitors and consumers in European Union markets. Google claims that its practices constitute fair and effective competition
Competitive
Appliance maker Whirlpool specializes its sales force by customer (with different sales teams for Sears, Lowe's, Best Buy, Home Depot, and smaller independent retailers) and by territory for each key customer group (territory representatives, territory managers, regional managers, and so on). This is an example of a ______________ sales force structure
Complex
When a company sells a wide variety of products to many types of customers over a broad geographic area, it often employs a _______________ sales force structure, which combines several types of organization. Salespeople can be specialized by customer and territory; product and customer; or territory, product, product, and customer
Complex
Tools of ___________________ marketing: -blogs -White paper -e-mail -video (live streaming such as Meerkat, Periscope) -Infographics
Content
_________________ marketing is Important and Valuable or useful Information to a targeted audience
Content
A ____________________ calls for consumers to submit an entry to be judged by a panel that will select the best entries
Contest
______________________ give consumers the chance to win something, such as cash, trips, or goods, by luck or through extra effort.
Contests, sweepstakes, and games
__________________________ is a joint venture in which a company contracts with manufacturers in a foreign market to produce its product or provide its service
Contract manufacturing
One business promotion tool are the use of ________________________ to promote products: firms selling to the industry show their products at the trade show
Conventions and trade shows
Which metric of social marketing includes: conversion rate, social media conversion rate, cost per conversion
Conversion
Creating digital sites: _______________ sites build goodwill and relationships; generate excitement
Corporate
__________________ is a growing practice which includes barter, compensation, counterpurchase
Countertrade
_______________________ are certificates that save buyers money when they purchase specified products
Coupons
Social _________________ of marketing include: -High prices -deceptive practices -high-pressure selling -shoddy, harmful, or unsafe products -planned obsolescence -poor service to disadvantaged consumers
Criticisms
Critics charge the marketing system with creating __________________: they feel our senses are being constantly assaulted by marketing and advertising
Cultural pollution
________________________: People's senses are sometimes assaulted by a clutter of commercial messages and noise
Cultural pollution
One reason economics and business differs from country to country is ___________________: Religion, Education, Values, Gender Values, Gender Norms
Culture
The impact of _______________ on marketing strategy: IKEA customers in China want a lot more from its stores than just affordable Scandinavian-designed furniture
Culture
A __________________ (or market) sales force structure is a sales force organization in which salespeople specialize in selling only to certain customers or industries
Customer
In technology and personal selling, _______________ relationship management and ________________ relationship management are important
Customer (CRM); partner (PRM)
Examples of using social media as _____________________: Customers Insights - Sentiment Analysis, Hubspot
Customer behavior
____________________________ means a company should put most of its resources into customer value-building marketing investments
Customer value marketing
The __________________ presentation approach fits better with today's relationship marketing focus than does a hard sell or glad-handling approach
Customer-solution
Whirlpool specializes its sales force by ______________ and by ______________ for each customer group
Customer; territory
__________________________ includes customization plus personalizing the marketing, the offering and the interaction, for each customer. Makes the experience more enjoyable and personable.
Customerization
First, salespeople represent the company to ______________. Then they find and develop new customers and communicate information about the company's products and services
Customers
One benefit of direct marketing to sellers is it allows for targeting of small groups or individuals with ________________ efforts in a personalized fashion (targeting)
Customized
Direct marketing requires a customer ___________________, not a mailing list. What is the difference? -Fingerhut catalog has 3000 pieces of info about 30 million households -Ritz Carlton has 500,000 individual customer preferences -Pizza hut tracks purchases of more than 50 million customers -Experian has data on every household in the US
Database
_________________ marketing requires substantial investment in hardware, software, personnel
Database
_________________ can be used to identify prospects, profile customers, and select customers to receive offers, and to build relationships
Databases
___________________ include customer profile, purchase history, and other detailed information
Databases
__________________ practices: Marketers of the popular caffeine-charged 5-hour Energy drink were recently sued in three states, whose suits allege that the brand's advertising was misleading
Deceptive
_______________________ includes exaggerating package contents through subtle design, using misleading labeling, or describing size in misleading terms
Deceptive packaging
Overstock.come was recently fined $6.8 million for routinely advertising its prices as lower than fabricated "list prices. This is an example of _______________________
Deceptive pricing
_______________________ includes practices such as falsely advertising "factory" or "wholesale" prices or a large price reduction from a phony high retail list price
Deceptive pricing
______________________ includes practices such as misrepresenting the product's features or performance or luring customers to the store for a bargain that is out of stock
Deceptive promotion
Products that have low long-run consumer benefit and low immediate satisfaction are __________________ products
Deficient
____________________ products are products that have neither immediate appeal nor long-run benefits
Deficient
Indicators of Market potential: ____________________ characteristics: -Education -Population size and growth -Population age composition
Demographic
Many companies have adopted _________________ and cradle-to-cradle practices. This involves thinking ahead to design products that are easier to recover, reuse, recycle, or safely return to nature after usage, thus becoming part of the ecological cycle
Design for environment (DFE)
Managing the sales force includes ______________ sales force strategy and structure
Designing
Examples of ___________________ products include a tasty and nutritious breakfast food
Desirable
Products that have high long-run consumer benefit and high immediate satisfaction are ________________ products
Desirable
______________________ products are products that give both high immediate satisfaction and high long-run benefits
Desirable
________________________ products: Vapur Anti-Bottles' reusable, collapsible water bottles are highly functional and also more convenient, stylish, and environmentally friendly than either the disposable plastic bottles or rigid water bottles they replace
Desirable
During globalization, groups and cultures increasingly don't have a territorial basis. This is known as ____________________
Deterritorialization
Key issues with ___________________ marketing: -Excesses may offend consumers -May take unfair advantage of impulse or less sophisticated buyers -digital fraud and phishing are growing concerns -Digital shoppers have security concerns, and are afraid of contracting computer "malware" -Invasion of privacy concerns
Digital
_______________ forms of ads/promotions include: -banner ads/tickers -content sponsorships -microsites -viral marketing
Digital
__________________ marketing includes efforts that inform, communicate, promote, and sell products and services thru digital means
Digital
___________________ communities allow members with special interests to exchange views (social communities, work-related communities, Web 3.0+)
Digital
_______________________ marketing has changed customer's expectations of convenience, speed, price, product information, service, and brand interactions
Digital and social media
_______________________ includes online marketing such as web sites, online advertising, email, online videos, and blogs and social media and mobile marketing
Digital and social media marketing
_______________________ is using digital marketing tools such as Web sites, social media, mobile apps and ads, online video, email, and blogs to engage consumers anywhere, anytime, via their digital devices
Digital and social media marketing
Cultural _______________________ include: -individualism vs collectivism -masculine vs feminine -high vs low power distance -weak vs strong uncertainty avoidance
Dimensions
Forms of ________________ marketing: telephone, direct mail, catalogs, direct response television marketing, kiosk marketing, home shopping parties, digital/mobile
Direct
Sellers may eventually move into _________________ exporting, whereby they handle their own exports
Direct
Today with the trend toward narrower targeting and the surge in digital and social media technologies, many companies are adopting ____________ marketing, either as a primary marketing approach or as a supplement to other approaches.
Direct
Traditional ________________ marketing includes face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response TV marketing, and Kiosk marketing
Direct
________________ marketing is rich in tools, from traditional favorites such as direct mail and catalogs to dazzling new digital tools - online, mobile, and social media
Direct
_________________________ is engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
Direct and digital marketing
Advantages of ______________________ international approach: -lower cost due to cheap labor or raw materials -firm may improve image in host country -better adaptation of products to country
Direct investment
Disadvantages of _____________________ international approach: -currency risks, -market failure, -government change
Direct investment
____________________ - owning your own foreign-based operation - affords greater control and profit potential, but its often riskier than exporting and joint venturing
Direct investment
_________________________ is known as entering a foreign market by developing foreign-based assembly or manufacturing facilities
Direct investment
______________________ marketing is marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address
Direct-mail
Using ________________________ advertising, direct marketers air television spots, often 60 to 120 seconds in length, which persuasively describe a product and give customers a toll-free number or an online site for ordering
Direct-response television
__________________________ is direct marketing via television, including direct-response television advertising (or infomercials) and interactive television (iTV) advertising
Direct-response television (DRTV) marketing
_________________ and __________________ marketing have become the fastest-growing form of marketing
Direct; digital
One trade promotion tool is a straight _________________ off the list price on each case purchased during a stated period of time (also called price-off, off-invoice, or off-list)
Discount
Before globalization, _________________ mattered - space often measured in time
Distance
During globalization, _______________ becomes almost irrelevant.
Distance
Future metrics of ____________________: -Links -Affiliations
E-commerce
Key metrics of __________________________: -Conversion % -Average order value (AOV)
E-commerce
___________________ can make sales training more efficient and more fun. Bayer HealthCare Pharmaceuticals' role-playing video game - Rep Race - helped improve sales rep effectiveness by 20 percent.
E-training
Indicators of market potential: ___________________ factors: -GDP size and growth -income distribution -industrial infrastructure -natural resources -financial and human resources
Economic
_______________________ is known as a group of nations organized to work toward common goals in the regulation of international trade
Economic community
____________________ = market potential for firm
Economic health
________________________ is known as sending highly targeted, tightly personalized, relationship-building marketing messages via email
Email marketing
An official ban on trade or other commercial activity with a particular country is called a what?
Embargo
In an __________________ economy, fast growth in manufacturing results in rapid overall economic growth. Examples include Brazil, Russia, India, and China
Emerging
Which metric of social marketing includes: avg. engagement rate, conversation rate, amplification rate
Engagement
Marketing's impact on other businesses: marketing practices which create barriers to ______________
Entry
_________________________________: Through sustainability initiatives such as using renewable energy sources, SC Johnson is committed to "creating winning products, ensuring less waste, reducing our carbon footprint, and helping make life better for families around the globe"
Environmental sustainability
____________________ is concerned with damage to the ecosystem caused by global warming, resource depletion, toxic and solid wastes, litter, the availability of fresh water, and other problems
Environmentalism
________________________ is an organized movement of concerned citizens, businesses, and government agencies designed to protect and improve people's current and future living environment
Environmentalism
Companies need to develop corporate marketing ______________ policies: broad guidelines that everyone in the organization must follow. These policies should cover distributor relations, advertising standards, customer service, pricing, product development, and general ethical standards
Ethics
Marketing _________________ includes needs of the customer, needs of the company, needs of the stockholder, needs of the stakeholder (employees, society)
Ethics
Marketing ____________________: Google's Code of Conduct is the mechanism by which the company puts its well-known "Don't be evil" motto into practice
Ethics
An example of an economic community is the ______________________, formed in 1957, set out to create a single European market by reducing barriers to the free flow of products, services, finances, and labor among member countries and developing policies on trade with nonmember nations
European Union (EU)
Managing the sales force includes ________________ salespeople; the final step in sales force management
Evaluating
_____________________ is known as creating a brand-marketing event or serving as a sole or participating sponsor of events created by others
Event marketing (or event sponsorships)
E-Business Domains: B2C: Online/mobile consumers differ from traditional off-line consumers. They initiate and control the _____________ process. Additionally, they value information highly (interactive) and convenience is important
Exchange process
What are the four Es of using social media marketing?
Excite, educate, experience, engage
What are the three types of content marketing?
Expert, user generated, branded
If international sales expand, the company will establish an _________________ department with a sales manager and a few assistants
Export
__________________ is the simplest way to enter a foreign market, but it usually offers less control and profit potential
Exporting
______________________ is known as entering foreign markets by selling goods produced in the company's home country, often with little modification
Exporting
One advantage of a sales profession is _______________ rewards: high potential compensation. Pay based on performance.
Extrinsic
Examples of using social media as _____________________: Direct to Dell
Feedback
Two ways to compensate salespeople are with ___________ or ___________ rewards.
Financial; nonfinancial
Recruiting involves _________________ which includes: -Current salespeople -employment agencies -college campuses -Linkedin/ Other online services -Other businesses / chance encounters
Finding candidates
Recruiting involves what two things?
Finding candidates and selecting
In question based selling, ask a minimum of _____________ questions and personalize the relationship
Five
What are the advantages of personal selling for a business?
Flexibility, detailed explanations, variable sales message, direct at qualified prospects, variable/adjustable sales costs, effective at gaining customer relationships
___________________ is the sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business
Follow-up
Many low-income consumers find themselves in ____________________, which are awash with small markets offering frozen pizzas, Cheetos, Moon Pies, and Cokes but where fruits and vegetables or fresh fish and chicken are out of reach
Food deserts
One trade promotion tool is manufacturers may offer __________________, which are extra cases of merchandise, to resellers who buy a certain quantity or who feature a certain flavor or size
Free goods
Stickiness is a new metric of social marketing and includes what three things?
Frequency, duration, site reach
A ___________________ presents consumers with something - bingo numbers, missing letters - every time they buy, which may or may not help them win a prize
Game
A _____________________ is a firm that, by operating in more than one country, gains R&D, production, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors
Global firm
The ability to reach anyone connected to a connected to a Smartphone, tablet or Smartphone, tablet or computer anywhere in the world is known as what marketing capability?
Global reach
Cosmetics and beauty care giant L'Oreal balances local brand responsiveness and global brand impact, making it "The United Nations of Beauty." This describes the _________________ balance
Global-local
Think _______________, act _______________: Starbucks's outstanding success in China results from building on its global brand identity and values while at the same time adapting its brand strategy to the unique characteristics of Chinese consumers
Globally; locally
One function of virtual intermediaries is to benefit from the ________________ consumers feel for the content sites they normally visit
Goodwill
_______________________: total dollar value of goods/services a country produces within its borders in a year
Gross domestic product (GDP)
_____________________: the value of all goods/services produced by a country whether or not it's within its borders
Gross national product (GNP)
__________________________ is the sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying
Handling objections
Critics point to three marketing factors that cause prices to be higher than they would be under more "sensible" systems:
High costs of distribution, high advertising and promotion costs, and excessive markups
Marketers use __________________ toll-free numbers to receive orders from television and print ads, direct mail, or catalogs
Inbound
Companies also use various positive _____________________ to increase the sales force effort. Sales meeting provide social occasions, sales contests spur the sales force to make a selling effort above and beyond what is normally expected. Others include honors, merchandise and cash awards, trips, and profit-sharing plans.
Incentives
The second economic factor after industrial structure is ___________________: Industrialized nations may have low-, medium-, and high-income households. In contrast, countries with subsistence economies consist mostly of households with very low family incomes
Income distribution
Companies typically start with _______________ exporting, working through independent international marketing intermediaries
Indirect
______________________ economies are major exporters of manufactured goods, services, and investment funds. The trade goods among themselves and also export them to other types of economies for raw materials and semifinished goods (U.S., Japan, Norway)
Industrial
The company's __________________ structure shapes its product and service needs, income levels, and employment levels
Industrial structure
Two economic factors reflect the country's attractiveness as a market: Its _______________ structure and its _________________ distribution
Industrial; income
Direct-response television advertising includes full 30-minute or longer advertising programs, called _____________________, for a single product
Infomercials
Economic _______________________: quality of country's distribution, financial and communications systems
Infrastructure
________________________ means a company should seek real product and marketing improvements
Innovative marketing
_____________________________: New products, such as the Nike FuelBand and Flyknit Racer, along with its social media marketing efforts recently earned Nike the title as Fast Company's number one most innovative marketer
Innovative marketing
An ________________ sales force includes salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from buyers.
Inside
Coordination of all promotional activities to produce a unified, customer-focused promotional message is known as __________________ marketing
Integrated
________________ direct marketing: direct-marketing campaigns that use multiple vehicles and multiple stages to improve response rate and profit
Integrated
Buyer-seller communications through such channels as the Internet and interactive kiosks is known as _______________ marketing
Interactive
Contextual ad placement possible and there is collection of data on individuals in _______________________ marketing
Interactive
Easy to track responsiveness in __________________ marketing
Interactive
In __________________ marketing, consumers develop selective attention
Interactive
In ______________________ marketing, search engine advertising is possible (subject to click fraud)
Interactive
Social media are ______________, making them ideal for starting and participating in customer conversations and listening to customer feedback
Interactive
A more recent form of direct-response television marketing is ____________________, which lets viewers interact with television programming and advertising.
Interactive TV (iTV)
A company may export to one country, license to another, have a joint ownership venture in a third, and own a subsidiary in a fourth. Sooner or later it will create _____________________ or subsidiaries to handle all its international activity
International divisions
International operating units can be ________________________, each responsible for their own sales and profits
International subsidiaries
One public policy issue in direct and digital marketing is ____________________, including identity theft and financial scams
Internet fraud
One advantage of a sales profession is ______________ rewards: gained in helping customers
Intrinsic
As with other marketing activities, the company wants to measure its return on sales _________________
Investment
A ___________________ is a joint venture in which a company creates a local business with investors in a foreign market who share ownership and control
Joint ownership
____________________ is known as entering foreign markets by joining with foreign companies to produce or market products or services
Joint venturing
Redbox operates more than 42,000 DVD rental kiosks in supermarkets, fast-food restaurants, and other retail outlets. This is an example of ________________ marketing.
Kiosk
As consumers become more and more comfortable with digital and touchscreen technologies, many companies are placing information and ordering machines , _______________, in stores, airports, hotels, etc.
Kiosks
International ____________________: The Tokyo Disney Resort is owned and operated by Oriental Land Company (a Japanese development company) under license from The Walt Disney Company.
Licensing
__________________ is a type of joint venture that means entering foreign markets through developing an agreement with a licensee in the foreign market
Licensing
What are the two roles of the sales force?
Link the company with its customers and coordinate marketing and sales
Creating digital sites: ______________ sites engage consumers and attempt to influence purchase
Marketing
A ____________________ is a Web site that engages consumers to move them closer to a direct purchase or other marketing outcome
Marketing Web site
Once a potential customer clicks in, GEICO's Web site wastes no time trying to turn the inquiry into a sale and then into a long-term relationship. Their Web site is most likely a _______________________
Marketing Web site
Meeting the needs of consumers now with the needs of the business now is called the _________________________
Marketing concept
The __________________ means meeting the current needs of both customers and the company. But that can sometimes mean compromising the future of both
Marketing concept
The ___________________ is a philosophy of customer value and mutual gain. Its practice leads the economy by an invisible hand to satisfy the many and changing needs of consumers
Marketing concept
________________________: A marketing campaign by the Center for a New American Dream urges people to reject "buy more" messages and instead say "More fun! Less stuff!"
Materialism
Critics worry that, under such "___________________", countries around the globe are losing their individual cultural identities.
McDomination
A _______________ salesperson is one who stimulates clients to buy
Missionary
Examples of _________________ tools: Texting, apps, search, location based, payment, immediacy, retargeting
Mobile
The Benjamin Moore Color Capture app engages customers and helps them shop. This is an example of _________________ marketing
Mobile
_________________________ is known as marketing messages, promotions, and other marketing content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices
Mobile marketing
The goal of _________________ is to encourage salespeople to "work hard" and energetically toward sales force goals.
Motivation
Review page 462 on the major international marketing decisions
Move on when done
Review page 481 on the international distribution channels
Move on when done
Review slide 22 of chapter 15 on the Human Development Index
Move on when done
Review slide 23 of chapter 13 on an example of a sales force structure based on brand and geographic region
Move on when done
Review slide 27 of chapter 13 on traits of successful salespeople
Move on when done
Review the framework on page 501
Move on when done
Almost half of Staple's sales come from its online marketing operations, including its Web site and mobile app, its presence on social media, and its own Staples.com community. This is an example of ___________________ marketing
Multichannel
______________ marketing is known as using both traditional and digital marketing channels
Multichannel
In 1994, _____________________ established a free trade zone amount the United States, Mexico, and Canada
NAFTA
Examples of global __________________ include Brexit, trade barriers, and rejecting trade agreements
Nationalism
The mobile and digital explosion is a key driver of the "_____________ economy"
New
Internal met with Tomorrow: Beyond Greening equals what?
New clean technology (developing new sets of environmental skills and abilities)
Countless _______________ social media have emerged, catering to needs of small communities of like-minded people. CafeMom is "Meeting Place for Moms," where they can share conversations, advice, and entertainment.
Niche
Which is more effective for salespeople if the monetary award is substantial: Financial or nonfinancial awards?
Nonfinancial awards (build positive recognition)
A company may force __________________ trade barriers, such as biases against its bids, restrictive product standards, or excessive host-country regulations or enforcement.
Nontariff
Because of ________________ obstacles, Walmart recently suspended its once-ambitious plans to expand into India's huge but fragmented retail market
Nontariff
Elements of the ___________________ strategy -product/service/idea -target market -offer-value proposition benefit -medium -distribution method -creative strategy
Offer
______________________ is known as creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shipping
Omni-channel retailing
Creating products to meet customer specifications, also called personalization, is known as __________________ marketing
One-to-one
___________________ marketing is marketing via the Internet using company Web sites, online ads and promotions, email, online video, and blogs
Online
______________________ is advertising that appears while consumers are browsing online, including display ads and search-related ads
Online advertising
What is an E-Business domain for B2C?
Online consumers
__________________________ might appear anywhere on an Internet user's screen and are often related to the information being viewed
Online displays
One function of virtual intermediaries is to refer customers to _____________________
Online retailers
Management can boost sales force morale and performance through its organizational climate, sales quotas, and positive incentives. _______________________ describes the feeling that salespeople have about their opportunities, value, and rewards for a good performance.
Organizational climate
Marketers use _____________________ telephone marketing to sell directly to consumers and businesses
Outbound
An _________________ sales force includes salespeople who travel to call on customers in the field
Outside
_______________ selling is when buyers and sellers work together to create customized solutions
Partnership
Some companies are charged with _________________________: continually changing consumer concepts of acceptable styles to encourage more and earlier buying.
Perceived obsolescence
The fast-fashion industry with its constantly changing clothing fashions has some critics claim that it creates a wasteful disposable clothing culture. This is an example of _____________________________
Perceived obsolescence
One drawback of a sales profession is pay based on _____________
Performance
To address not being intrusive and annoying, most legitimate marketers now practice ____________________ email marketing, sending email pitches only to customers who "opt in"
Permission-based
Are customers more concentrated in personal selling or ad/direct marketing?
Personal selling
Do personal selling or ad/direct marketing have higher value?
Personal selling
Does personal selling or ad/direct marketing have fewer customers?
Personal selling
Is personal selling or ad/direct marketing custom made, specialty?
Personal selling
Is personal selling or ad/direct marketing technically complex
Personal selling
Is personal selling or ad/direct marketing used more in B2B?
Personal selling
It takes more than fast talk and a warm smile to sell expensive airplanes. Boeing's real challenge is to win business by building partnerships - day-in, day-out, year-in, year-out, - with its customers. This process is called _______________________
Personal selling
______________ is more important in B2B contexts
Personal selling
_______________ is more important when there are few customers
Personal selling
________________ is more important for products bought infrequently (houses, cars, computers)
Personal selling
________________ is more important when customers are concentrated
Personal selling
________________ is more important with inexperienced consumers who need hands-on assistance
Personal selling
_________________ is more important when the product has high value
Personal selling
_________________ is more important when the product technically complex
Personal selling
__________________ is more important when the product is custom made
Personal selling
_________________________ means personal presentations by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships
Personal selling
One public policy issue in direct and digital marketing is _____________________, a type of identity theft that uses deceptive emails and fraudulent online sites to fool users into divulging their personal data
Phishing
For many types of selling situations, __________ or _____________ can be as effective as a personal sales call. At Climax Portable Machine Tools, phone reps build surprisingly strong and personal customer relationships.
Phone; Web
Critics have charged that some companies practice _____________________, causing their products to become obsolete before they actually should need replacement. They accuse some producers of using materials and components that will break, wear, rust, or rot sooner than they should
Planned obsolescence
Examples of __________________ products include cigarettes and junk food
Pleasing
___________________ products are products that give high immediate satisfaction but may hurt consumers in the long run
Pleasing
Products that have high immediate satisfaction but low long-run consumer benefit are ____________________ products
Plesing
_____________________ promotions include displays and demonstrations that take place at the point of sale (such as aisle displays, demonstrators offering free tastes)
Point-of-purchase (POP)
Indicators of market potential: ______________________ factors: -national priorities -political stability -government attitudes toward global trade -government bureaucracy -monetary and trade regulations
Political and legal
_________________________ environments vary by: -attitudes toward international buying -government bureaucracy -political stability -monetary regulations
Political-legal
__________________________ means eliminating or minimizing waste before it is created
Pollution prevention
Internal met with Today: Greening equals what?
Pollution prevention (eliminating or reducing waste before it is created)
Learning as much as possible about a prospective customer prior to making a sales call is known as what?
Preapproach
_____________________ is the sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call
Preapproach
____________________ are goods offered either free or at low cost as an incentive to buy a product, ranging from toys included with kids' products to phone cards and DVDs
Premiums
______________________ is the sales step in which a salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems.
Presentation
__________________ offer consumers savings off the regular price of a product. The producer marks the reduced prices directly on the label or package (such a two for the price of one)
Price packs (also called cents-off deals)
Marketing's impact on individual consumers: High _______________: -high costs of distribution -high advertising and promotion cost -excessive markups
PricesP
International ____________________: Lenovo's Motorola division developed the ultra-cheap Moto G smartphone intended primarily for emerging markets where consumers want low-cost phones
Pricing
A _______________ sales force structure is a sales force organization in which salespeople specialize in selling only a portion of the company's products or lines
Product
Within GE Infrastructure, the company has separate sales forces for aviation, energy, transportation, and water processing products and technologies. No single salesperson can become an expert in all of these product categories, so a _______________ sales force structure is required
Product
____________________: By leveraging the power of its global brand but constantly adapting to the needs and preferences of French consumers and their culture, McDonald's has turned France into its second-most-profitable world market
Product adaptation
_____________________ is known as adapting a product to meet local conditions or wants in foreign markets
Product adaptation
Adapting a product, but not changing communications equals what global product and communications strategy?
Product adaption
The international operating units can be world _____________________, each responsible for worldwide sales of different product groups
Product groups
Creating new products or services for foreign markets is known as ____________________
Product invention
Companies can practice _______________________: minimizing not only pollution from production and product design but also all environmental impacts throughout the full product life cycle while at the same time reducing costs
Product stewardship
External met with Today: Greening equals what?
Product stewardship (minimizing environmental impact throughout the entire product life cycle)
If the company sells many products to many types of customers, it might need a ____________ sales force structure, a ______________ sales force structure, or a combination of the two.
Product; customer
Identifying potential customers is known as what?
Prospecting
____________________ is the sales step in which a salesperson or company identifies qualified potential customers
Prospecting
Personal selling is more important when firms use _______________ strategies
Push
One trade promotion is offering _________________: cash or gifts to dealers or their sales force to "push" the manufacturer's goods
Push money
Salespeople also need to known how to _________________ leads, that is, how to identify the good ones and screen out the poor ones
Qualify
Listen and learn, Ask a minimum of five questions. Personalize the relationship. What are the customers needs? This is known as ______________________ selling
Question based
Countries may set ____________________, limits on the amount of foreign imports that they will accept in certain product categories
Quotas
In a _____________________ economy, there is a richness in one or more natural resources but poor in other ways. Much of the revenue comes from exporting these resources (Chile with tin and copper, Republic of the Congo with copper, cobalt, and coffee)
Raw material exporting
Which metric for social marketing includes: audience, audience growth rate, and share of voice
Reach
What are the metrics for social marketing?
Reach, engagement, acquisition, conversion, retention
In today's digital environment, direct marketing provides opportunities for __________________ marketing that links brands to important moments and trending events in customers' lies
Real-time
_____________________ are like coupons except that the price reduction occurs after the purchase rather than at the retail outlet. The customer sends proof of purchase to the manufacturer, who then refunds part of the purchase price by mail.
Rebates (or cash refunds)
Managing the sales force includes _______________ and selecting salespeople
Recruiting
Careful salespeople recruiting can reduce _______________ and _________________ costs
Recruiting; training
Which company is known for their event marketing?
Red Bull
Critics accuse major chain retailers of ___________________: drawing a red line around disadvantaged neighborhoods and avoiding placing stores there
Redlining
Before globalization, society and culture had spatial ________________
Referents
Professional selling has evolved from hard-sell to _____________ selling:
Relationship
_________________ selling is the process of building long-term customers by developing mutually satisfying, win-win relationships with customers
Relationship
One benefit of direct marketing to sellers is it is a powerful tool for building _______________________
Relationships
_______________ media ads incorporate animation, video, sound, and interactivity.
Rich
Today's __________________ ads incorporate animation, video, and interactivity.
Rich media
The ability to provide a product at the exact time needed is known as ______________________ marketing.
Right time
Who said that "everyone lives by selling something"?
Robert Louis Stevenson
One drawback of a sales profession is ____________ conflict: customer and business
Role
When compensating salespeople, what are compensation elements used?
Salary, bonuses, commission, expenses, and fringe benefits
Key decisions when determining the _________________ promotion program: -size of the incentive (larger gets more response) -conditions for participation (how many people for the promotion) -promotion and distribution of the actual sales promotion program (each has a different level of reach and cost) -length of the promotional program -evaluation (surveys and experiments can be used): compare sales before, during, and after a promotion
Sales
Types of ____________ jobs include: -order taker -technical specialist -missionary salesperson -new-business salesperson and order getter -team selling and cross-functional team
Sales
One business promotion tool is the use of a ________________, which is a contest for salespeople or dealers to motivate them to increase their sales performance over a given period
Sales contest
The goal of ___________________ is to build a skilled and motivated sales team that will help to create customer value, engage customers, and build strong customer relationships
Sales force management
___________________ includes designing sales force strategy and structure as well as recruiting, selecting, training, compensating, supervising, and evaluating the firm's salespeople.
Sales force management
_________________________ is known as analyzing, planning, implementing, and controlling sales force activities
Sales force management
________________________ is described as short-term incentives to encourage the purchase or sale of a product or a service
Sales promotion
____________________ can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force.
Sales promotions
____________________ is the most short-term of the promotion mix tools. Whereas advertising or personal selling says "buy" these say "buy now"
Sales promotions
A ___________________ is a standard that states the amount a salesperson should sell and how sales should be divided among the company's products
Sales quota
Management gets information about its salespeople in several ways. The most important source is _________________, including weekly or monthly work plans and longer-term territory marketing plans.
Sales reports
At the same time, _____________ represent customers to the company, acting inside the firm as "champions" of customers' interests and managing the buyer-seller relationship
Salespeople
________________ link the company with its customers. To many customers, they are the company.
Salespeople
A __________________ is an individual who represents a company to customers by performing one or more of the following activities: Prospecting, communicating, selling, servicing, information gathering, and relationship building
Salesperson
Customers may become loyal to salespeople as well as to the companies and products they represent. This concept of _________________ lends even more importance to the salesperson's customer-relationship-building abilities
Salesperson-owned loyalty
Products that have high long-run consumer benefit and low immediate satisfaction are ________________ products
Salutary
____________________ products are products that have low immediate appeal but may benefit consumers in the long run
Salutary
_________________ are offers of a trial amount of a product. They are the most effective - but most expensive - way to introduce a new product or create new excitement for an existing one
Samples
A key metric for E-commerce is ______________________which is the tool to pay for clicks
Search Engine Optimization (SEO)
Using _____________________ ads (or contextual advertising), text- and image-based ads and links appear atop or alongside search engine results on sites such as Google, Yahoo, and Bing.
Search-related ads
Recruiting involves _______________: -Sales aptitude tests -analytical and organizational skills -personality traits -other characteristics -outside services, kenexa, talent plus, humanex, gallup
Selection
Traditional ________________'s include the following: -The right to introduce any product in any size and style, provided it is not hazardous to personal health or safety, or, if it is, to include proper warnings and controls -The right to charge any price for the product, provided no discrimination exists among similar kinds of buyers -The right to spend any amount to promote the product, provided it is not defined as unfair competition -The right to use any product message, provided it is not misleading or dishonest in content or execution -the right to use buying incentive programs, provided they are not unfair or misleading
Sellers
The ____________________ is known as the steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objectives, closing, and follow-up
Selling process
TOMS buy-one-give-one model is an example of _____________________ marketing
Sense-of-mission
__________________________ marketing: A for-profit company telling consumers to buy less sounds crazy. But it's right on target with Patagonia's conscious consumption mission
Sense-of-mission marketing
____________________________ means a company should define its mission in broad social terms rather than narrow product terms
Sense-of-mission marketing
Sales promotions are __________-term incentives
Short
Creating digital sites: ______________ design: 7 Cs of effective site design
Site
The 7Cs of effective ________________ design: 1) Context 2) Content 3) Community 4) Customization 5) Communication 6) Connection 7) Commerce
Site
Once the company has set its structure, its ready to consider sales force _________________
Size
________________ fees are charged by retailers for manufacturers to place a new product in their stores or to keep existing products on the shelves.
Slotting
The fastest-growing sales trend is the explosion in ______________ selling
Social
People interacting and connecting with others via online software or alternative electronic access technologies is known as _____________________
Social media
___________________ includes: -Web 3.0+ -user generated content -Facebook, Google+, Snapchat, Tumblr, Twitter, Pinterest, Instagram, Snapchat, YouTube, Flickr, Vimeo, Reddit, Delicious, MySpace, Words with Friends -Video games -Social influencers
Social media
___________________: marketers give up control for social aspect, authenticity
Social media
________________________ is known as independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content
Social media
GE complements its sales force efforts through a wide variety of social media that inform and engage business customers, connect them with GE salespeople, and promote purchasing and relationships. This is most likely an example of ___________________
Social selling
_________________ is using online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance
Social selling
_____________________ provides people with powerful tools for: -identifying and learning about new prospects -engaging customers -creating customer value -closing sales -nurturing customer relationships
Social selling
Individuals learn culture from social institutions through _________________ (growing up) and _____________________ (adjusting to a new culture)
Socialization; acculturation
_______________________ means a company should make marketing decisions by considering consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests
Societal marketing
Meeting the needs of consumers in the future with the needs of business now is called the _________________________
Societal marketing concept
Indicators of market potential: ______________________ factors: -consumer lifestyles, beliefs, and values -business norms and approaches -cultural and social norms -languages
Sociocultural
Communication ________________________: With nearly two-thirds of its sales now outside the U.S., Chevy recently switched to a new, more global "Find New Roads" positioning and advertising theme that has meaning in all markets worldwide
Standardization
A ________________________ global marketing strategy is a global marketing strategy that basically uses the same marketing strategy and mix in all of the company's international markets
Standardized
Don't change communications and don't change product equals which of the five global product and communications strategies?
Straight product extension
______________________ is known as marketing a product in a foreign market without making significant change to the product
Straight product extension
Meeting the needs of consumers now with the needs of business in the future is called the _______________________
Strategic planning concept
In a ________________ economy, the vast majority of people engage in simple agriculture (many African countries)
Subsistence
Managing the sales force includes _______________ salespeople, or looking over them
Supervising
The goal of _________________ is to help salespeople "work smart" by doing the right things in the right ways.
Supervision
Effective _________________ provide direction to the sales force
Supervisors
_____________________________: At the North Face, sustainability is about more than just doing the right thing - it also makes good business sense. Sustainability efforts such as its "Clothes the Loop" program are good for the company, its customers, and the planet
Sustainability vision
External met with Tomorrow: Beyond Greening equals what?
Sustainability vision (developing a strategy framework for creating sustainable value)
___________________ marketing: Under its "Plan to Win" strategy, McDonald's has created value for both the customers and the company. Now, 80 percent of the chain's menu is under 400 calories, including this Egg White Delight McMuffin, which weighs in with eight grams of whole grain against only 250 calories and five grams of fat
Sustainable
______________________ marketing means meeting current needs in a way that preserves the rights and options of future generations of consumers and businesses
Sustainable
___________________________ is known as socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs
Sustainable marketing
Meeting the needs of consumers in the future with the needs of the business in the future is called the ___________________
Sustainable marketing concept
A __________________ calls for consumers to submit their names for a drawing.
Sweepstakes
Social media are ________________ and _________________: they allow marketers to create and share tailored brand content with individual consumes and customer communities
Targeted; personal
One benefit of direct marketing to sellers is it is low-cost, effective alternative for reaching specific markets (____________)
Targeting
Governments may charge _____________ or _______________, taxes on certain imported products designed to raise revenue or protect domestic firms
Tariffs; duties
____________________ is known as using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts.
Team selling
___________________ sales-support people provide technical information and answers to customers' questions
Technical
______________________ and ______________________ use the phone, Internet, and social media to find new leads, learn about customers and their business, and sell and service accounts directly.
Telemarketers; online sellers
_______________________ is using the telephone to sell directly to customers
Telemarketing
A __________________ sales force structure is a sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line
Territorial
Before globalization, ________________ boundaries more or less kept things in and out
Territorial
The structure design is simple if the company sells only one product line to one industry with customers in many locations. In that case the company would use a ______________________ sales force structure
Territorial
Principles are needed to guide companies and marketing managers on issues of ethics and social responsibility. Who should decide such issues?
The free market and the legal system
Sales force size may range from only a few salespeople to tens of __________________
Thousands
To be globally aware is to be _________________of cultural differences and ___________________ of culture, history, world market, global economic, social, political trends
Tolerant; knowledgeable
Sales promotions targeted towards retailers and wholesalers are known as __________________ promotions (B2B) and encourage distribution and shelf space
Trade
______________________ are sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers
Trade promotions
Managing the sales force includes _______________ salespeople
Training
The steps in the selling process are ________________-oriented and aimed at closing a specific sales with the customer. But remember that in the long run, a single sale is only one element of a long-term customer relationship. So the selling process must be understood in the broader context of maintaining profitable customer relationships
Transaction
__________________ selling: Putting on the hard sell. High-pressure process that focuses on making an immediate sale with no concern for developing long-term customer relationships
Transactional
A version of direct marketing is home shopping parties. True or false?
True
Addressing ethics helps build strong customer relationships based on honesty and trust. True or false?
True
American brands in other cultures: KFC has become of Japan's leading Christmas dining traditions, with the iconic Colonel Sanders standing in as a kind of Japanese Father Christmas. True or false?
True
Before globalization, everything had its place. True or false?
True
Before going abroad, the company should try to define its international marketing objectives and policies. True or false?
True
Before salespeople can present customer solutions, they must develop solutions to present. True or false?
True
Benefits of direct marketing to buyers are convenient, easy to use, private?, access, immediacy, interactive, individualization, and socializing. True or false?
True
Clutter is a problem in e-mail marketing, but enriched forms attempt to break through clutter. True or false?
True
Cost per contact is very high in personal selling. True or false?
True
During globalization, a new kind of non-physical place is emerging (supraterritorality). True or false?
True
E-marketing guidelines include: -give customer reason to respond -personalize the content of your emails -offer something the customer could not get via direct mail -make it easy for customers to unsubscribe True or false?
True
Entering new global markets: Netflix's decision to expand into new European markets seems like a no-brainer. But despite its huge market potential, Europe resents Netflix with some formidable challenges. True or false?
True
For most companies, direct and digital marketing are supplemental channels or media. But for many other companies today such as Amazon, GEICO, or Priceline, direct marketing is a complete way to do business. True or false?
True
Going global adds many layers of complexities. For example, Coca-Cola markets its products in hundreds of countries around the globe. It must understand the varying trade, economic, cultural, and political environments in each market. True or false?
True
In considering whether to do business in a given country, a company should consider factors such as the country's attitudes toward international buying, government bureaucracy, political stability, and monetary regulations. True or false?
True
Manufacturers may give retailers free specialty advertising items that carry the company's name, such as pens, calendars. memo pads, flashlights. and tote bags. True or false?
True
Marketers find well-defined demographics and shared interests useful when marketing. True or false?
True
Most international trade involves cash transactions. True or false?
True
Most traditional definitions of culture around the notion that culture is the sum of the values, rituals, symbols, beliefs, and thought processes that are learned, shared, by a group of people and transmitted from generation to generation. True or false?
True
New legislation and technological advances threaten the future of telemarketing. True or false?
True
One advantage of a sales profession is flexibility in sales activities. True or false?
True
One advantage of a sales profession is some people love the lifestyle. True or false?
True
One advantage of a sales profession is some positions provide frequent travel opportunities. True or false?
True
One advantage of a sales profession is you get to work with people. True or false?
True
One benefit of direct marketing to sellers is it offers access to buyers that couldn't be reached via other channels. True or false?
True
One drawback of a sales profession is long hours. True or false?
True
One drawback of a sales profession is working with people. True or false?
True
Other economics and business differs from country to country besides culture include economics, politics/military, climate, and history. True or false?
True
People are motivated by commissions, but commission only salespeople are not as motivated to take care of non-sales related duties. True or false?
True
Perhaps the biggest advantage of social media is their engagement and social sharing capabilities. True or false?
True
Social media are immediate and timely. True or false?
True
Social media can be very cost-effective. True or false?
True
Supervising salespeople includes helping them work smart by doing the right things the right way. True or false?
True
Tailored messages are possible in interactive marketing. True or false?
True
The role of the sales force is more effective than advertising in complex selling situations. True or false?
True
Training salespeople is expensive, but yields strong returns. True or false?
True
Training salespeople: Many companies are adding Web-based sales training programs. True or false?
True
Training salespeople: Training programs have many goals. True or false?
True
True or false about catalog marketing: -More and more catalogs are going digital on the Internet -Print catalogs are still the primary medium -Web catalogs have specific advantages and disadvantages when compared to printed catalogs
True
True or false about direct-response television marketing: -includes direct-response advertising -infomercials -home shopping channels
True
True or false, the world is not flat; Continuing poverty: ¼ world's population below $1 a day; over ½ below $2 a day, Inequality between rich and poor is rising, Environmental concerns and conflict over global governance, Open borders and their effects
True
True or false: The promise of E and Mobile marketing: -The future of B2B E-commerce is bright -Companies are integrating digital marketing into the marketing mix -Social and Mobile Marketing are the immediate Future
True
True or false: The promise of E and Mobile marketing: -Big Data and sale of digital information key drivers of e-marketing -E-marketing moving focus to Bots, AI and machine learning
True
True or false: A company has many options for entering an international market, from simply exporting its products to working jointly with foreign companies to setting up its own foreign-based operations
True
True or false: A company may have an outside sales force (or field sales force), an inside sales force, or both.
True
True or false: A good compensation plan both motivates salespeople and directs their activities.
True
True or false: A heavily promoted national brand sells for much more than a virtually identical non-branded or store-branded product. Critics charge that promotion adds only psychological value to the product rather than functional value
True
True or false: Although we mostly benefit from direct and digital marketing, like most other things in life, they have a dark side as well. Marketers and customers alike must guard against irritating or harmful direct and digital marketing practices.
True
True or false: Amazon does much more than just sell goods online. It engages customers and creates direct, personalized, and highly satisfying customer online buying experiences.
True
True or false: Annual call plans and time-and-duty analysis can help provide sales force direction
True
True or false: Another Internet marketing concern is that of access by vulnerable or unauthorized groups.
True
True or false: B2B sales exceed B2C sales
True
True or false: Challenges of E and Mobile marketing: -Pricing, -profitability for B2C and C2C (can you monetize the company, twitter, or snap; Google and Facebook advertising model; Content and App Providers pay for content model) -Legal and ethical issues (online privacy and security concerns; Internet fraud, the digital divide, access by vulnerable or unauthorized groups, hacking; false content)
True
True or false: Companies also face many considerations in setting their international prices
True
True or false: Companies can either adopt the same communication strategy they use in the home market or change it for each local market
True
True or false: Companies need to free up salespeople to spend much more face-to-face time with customers and prospects. For example, GE wants its salespeople to "spend four days a week in front of the customer and one day a week for all the admin stuff."
True
True or false: Companies now routinely equip their salespeople with laptops or tablets, smartphones, wireless connections, videoconferencing technologies, and customer-contact and relationship management software. The result is better time management, improved customer service, lower sales costs, and higher sales performance.
True
True or false: Consumer desire for more information let to package label with useful facts, from ingredients and nutrition facts to recycling and country of origin information
True
True or false: Critics also charge that a company's marketing practices can harm other companies and reduce competition
True
True or false: Digital coupons represent today's fastest-growing coupons segment
True
True or false: Direct and digital marketing lets brands create immediate and timely customer engagement, as when GE celebrated last year's National Inventors' Day by asking Twitter followers for offbeat invention ideas, then created illustrations of the best ones
True
True or false: Direct marketing continues to become more Internet-based, and digital direct marketing is claiming a surging share of marketing spending and sales
True
True or false: Direct marketing is becoming more digital based
True
True or false: Distribution channels can vary dramatically around the world. For example, in the U.S., Coca-Cola distributes products through sophisticated retail channels. In less-developed countries, it delivers Coke using everything from push carts to delivery donkeys
True
True or false: E-mail marketing is key tool for B2B and B2C marketing
True
True or false: For buyers, direct and digital marketing are convenient, easy, and private
True
True or false: Great salespeople know how to sell, but more important, they know how to listen and build strong customer relationships
True
True or false: In most ways, we all benefit greatly from marketing activities. However, like most other human endeavors, marketing has its flaws.
True
True or false: In the end, marketers themselves must take responsibility for sustainable marketing. That means operating in a responsible and ethical way to bring both immediate and future value to customers
True
True or false: Internal political legal factors include tariffs, legal standards, changes in standards, foreign ownership laws, trading and monetary restrictions
True
True or false: It is often said that insurance, real estate, and used cars are sold, not bought
True
True or false: Life differs from country to country due to: -culture -politics/military -economic -climate -history
True
True or false: Many American companies have now made the world their market. Nearly 60 percent of Apple's sales come from outside the Americas.
True
True or false: Many firms help salespeople identify target customers and set call objective. Some may also specify how much time the sales force should spend prospecting for new accounts and set other time management priorities. One tool is the weekly, monthly, or annual call plan that shows which customers and prospects to call on and which activities to carry out. Another tool is a time-and-duty analysis. In addition to time spent selling, the salesperson spends time traveling, waiting, taking breaks, and doing administrative chores.
True
True or false: Many large companies, regardless of their "home country," now think of themselves as truly global organizations. They view the entire world as a single borderless market. For example, although headquartered in Chicago, Boeing is as comfortable selling planes to Lufthansa or Air China as to American Airlines
True
True or false: Marketers are also cultivating new outlets for distributing coupons, such as supermarket shelf dispensers, electronic point-of-sale coupon printers, and online and mobile coupon programs
True
True or false: Marketers must think beyond immediate customer satisfaction and business performance toward sustainable strategies that preserve the world for future generations
True
True or false: Metrics of social marketing include: -Who visited -How many times (hits) -And where (page views) did they come from -Recency -Frequency -Monetary
True
True or false: Most companies still use direct marketing as a supplementary channel or medium
True
True or false: Most large American firms have made the world their market. For example, once all-American McDonald's now captures 66 percent of its sales from outside the United States.
True
True or false: No single sales force structure is best for all companies and situations. Each company should select a sales force structure that best serves the needs of its customers and fits its overall marketing strategy
True
True or false: Personal selling is one of the oldest professions in the world. The people who do the selling go by many names, including salespeople, sales representatives, agents, district managers, account executives, sales consultants, and sales engineers.
True
True or false: Potential problem areas for marketers arise from insufficient understanding of: -different ways of thinking -the necessity of saving face -knowledge and understanding of the host country -the decision-making process and personal relations -the allocation of time for negotiations
True
True or false: Question based selling can be used
True
True or false: Sales management must also determine who will be involved in the selling effort and how various sales and sales-support people will work together.
True
True or false: Salespeople are sometimes accused of high-pressure selling that persuades people to buy goods they had no thought of buying
True
True or false: Some firms employ the direct model as their only approach
True
True or false: Some inside salespeople provide support for the outside sales force, freeing them to spend more time selling to major accounts and finding new prospects.
True
True or false: Sustainable marketing ins't something that only businesses and governments do. Through consumerism and environmentalism, consumers themselves can plan an important role
True
True or false: The American marketing system has been accused of poorly serving disadvantaged consumers. For example, critics claim that the urban poor often have to shop in smaller stores that carry inferior goods and charge higher prices
True
True or false: The best salespeople are the ones who work closely with customers for mutual gain.
True
True or false: The best salespeople possess intrinsic motivation, a disciplined work style, the ability to close a sale, and perhaps the most important, the ability to build relationships with customers.
True
True or false: The sales force plays a major role in most companies
True
True or false: The traditional direct marketing forms are still heavily used and the new and old must be integrated for maximum impact
True
True or false: Today, major companies must become more global if they hope to compete
True
True or false: Unless the monetary award is substantial, the recognition by superiors and peers of a job well-done is typically more effective for salespeople.
True
True or false: When designing global marketing strategies, companies must understand how culture affects consumer reactions in each of its world markets
True
True or false: desired characteristics for market entry include high market attractiveness, low market risk, possess a competitive advantage
True
True or false: for many companies, direct marketing constitutes a changing model for doing business
True
True or false: global distribution channels differ by the number and types of intermediaries and the transportation infrastructure
True
True or false: local language capability's important role in international marketing: -aids in information gathering and evaluation -provides access to local society -important to company communications -allows for interpretation of contexts
True
True or false: the use of sales promotions has been growing rapidly
True
True or false: there is an increasing globalization of markets, firms face competition on all fronts, large firms are seeking foreign markets to increase profits, and many large U.S. companies are now foreign controlled
True
Most companies want their salespeople to practice ________________: demonstrating and delivering superior customer value and capturing a return on that value that is fair for both the customer and the company
Value selling
Sales management's challenge is to transform salespeople from customer advocates for price cuts into company advocates for value. This concept is called ___________________
Value selling
Adidas's recent "Take It" campaign featuring famous athletes gutting it out in practice and on game day began on TV but quickly zoomed to the top of viral charts. This is an example of __________________ marketing
Viral
___________________ is the digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends
Viral marketing
One advantage of a sales profession is high _____________: step into management
Visibility
The ______________ promotes trade by reducing tariffs and other international trade barriers. It also imposes international trade sanctions and mediates global trade disputes
WTO (World Trade Organization)
Designing international channel that take into account the entire global supply chain and marketing channel, forging an effective global value delivery network is known as ____________________________
Whole-channel view
A company might use some form of ______________________ approach to set sales force size. Using this approach, a company first group accounts intro different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times.
Workload
Many companies use the ______________ approach to set sales force size
Workload
The ad industry uses an advertising option icon - a little __________ inside a triangle - that it adds to behaviorally targeted online ads to tell consumers why they were seeing a particular ad and allowing them to opt out
i
