Marketing Final EXAM (12, 13, 14) -Readable
Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote to customers
A Push Strategy
Which of the following is true of advertising in the new marketing communications model?
Advertisers are increasingly shifting toward digital versions
_________ is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
Advertising
Which of the following is a traditional direct marketing tool?
Catalog
Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded story ads," many marketers now view themselves more broadly as ________ managers.
Content Marketing
Which of the following is most likely true about the digital age with regards to marketing?
Digital networks allow marketers many ways to build customer relationships.
A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of __________
Direct and Digital Marketing
_________ marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
Direct and digital
A firm that sends e-mails updates to customers about new products is engaging in personal selling (T/F)
F
Lush Lawns, a new landscaping company, uses the same logo and shade of green in all forms of communication including its online ads, truck signage, Web site, and business cards. Which technique is being used by Lush Lawns to promote its business?
Integrated Marketing Communications
Which of the following is true of public relations
It emphasizes news and event rather than sales
Which of the following is true of viral marketing?
It is the digital version of word-of-mouth marketing.
Which of the following is true of personal selling
It is the most expensive promotional tool for companies to utilize
Which of the following is a disadvantage of viral marketing?
Marketers have little control over who receives a viral message.
__________ marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their portable electronic devices.
Mobile
can provide on-the-go product information, price comparisons, advice and reviews from other consumers, and access to instant deals and digital coupons.
Mobile marketing
_________ might appear anywhere on an Internet user's screen when a user is browsing through an article, and they are often related to the information being viewed.
Online display ads
__________ refers to marketing via the Internet using company websites, online advertising and promotions, email marketing, online video, and blogs.
Online marketing
In a promotion mix, ________ occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships
Personal Selling
Which of the following types of promotion tools requires a considerable degree of personal interaction with a customer
Personal Selling
Window Concepts has introduced a new line of windows that offer the same benefits as solar panels in reducing heating and cooling costs in homes. The state-of-the-art windows will also contribute to the slowing of global warming while providing energy reliability. The company sends a team of representatives to the National Doors and Windows Trade Show to promote the new line of windows. Which promotion mix tool has Window Concepts used in this scenario?
Personal Selling
In a promotion mix, __________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events
Public Relations
When a company issues a press release to announce a sizable donation to. a national charity, it is using _________ to generate goodwill and maintain a positive corporate image
Public Relations
A pharmaceutical manufacturer offers monetary incentives to its sales representatives to promote a new drug to the medical professionals in their respective geographic territories. This is an example of a ____________ strategy
Pull
In a marketing communications mix, ____________ refers to any short-term incentive that encourages the purchase or sale of a product or service
Sales Promotion
Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast. Which element of the promotion mix has Power Pro used in this scenario?
Sales Promotion
Surf's Up, a family-owned business, offers a free surf lesson with the purchase of any surfboard over $200 during the month of May. This is an example of which promotion mix element?
Sales Promotion
Which of the following is most likely an advantage of social media marketing?
Social media are targeted and personal.
A form of online marketing is posting digital video content on brand websites or on social media sites such as YouTube, Facebook, Instagram, Twitter, and others. (T/F)
T
Amazon.com targets opt-in customers with a limited number of helpful "we thought you'd like to know" messages based on their expressed preferences and previous purchases. This is referred to as permission-based email advertising. (T/F)
T
As consumers spend more and more time on their tablets and smartphones, ad spending on mobile media is exploding. (T/F)
T
Many large customer companies have implemented team-based purchasing, requiring marketers to employ equivalent team-based selling (T/F)
T
Most companies still use direct marketing as a supplementary channel or medium. (T/F)
T
Order getter typically participate in creative selling, social selling, and relationship building (T/F)
T
Personal selling can be very effective in complex selling situations (T/F)
T
Training online instead of on-site can cut travel and other training costs, and it takes up less of a salesperson's selling time. (T/F)
T
___________ tends to legitimize products, is very expressive, allows brand of company dramatization, and can build up a long-term image for a product
Television Advertising
How has the Internet most likely affected direct and digital marketing?
The expenditures on direct and digital marketing have increased.
Which of the following is true of marketing strategies that are being developed in the new marketing communications model
They are more targeted, social, and engaging
Which of the following is most likely true about direct and digital marketing?
They build customer engagement and constitute a complete model for doing business.
Which aspect of social media sites makes the medium most appealing to niche marketers?
They cater to the needs of small communities of like-minded people.
Which of the following statements is true of salespeople?
They represent a company to its customers by communicating and selling
In which of the following cases is a firm employing omni-channel retailing?
Wingate Retail sells its products through e-tailers and hundreds of physical superstores.
The salesperson should know how to meet and greet the buyer and get the relationship off to a good start in which step of the selling process
approach
Coca-Cola Unbottled is an online forum where Coke fans and company insiders can "look at what's beyond the bottle," sharing posts on everything from new products and sustainability initiatives to fun and inspiring fan stories. This is an example of a _________.
blog
Which of the following is a direct digital marketing tool?
blogs
Online visitors can't buy anything at ESPN.com. Instead, the site creates a virtual experience for sports enthusiasts and fans that can be customized to meet their needs. This is most likely an example of a(n) _________.
branded community website
In which of the following steps of the selling process does a sales person as a buyer for an order
closing
A (n)_____________ is the variable amount in a salesperson's compensation
commission
Which of the following are the fastest-growing forms of marketing?
direct and digital
Amazon.com and Expedia.com are best described as _________ that sell products and services directly to final buyers via the Internet.
e-tailers
Which of the following is a transaction site?
eBay
What is the last step in the selling process
follow-up
In which of the following steps of the selling process does a salesperson seek out, clarify, and overcome any customer disapproval to buying
handling
Which of the following is most likely a consequence of permission-based email marketing?
higher return rates
In which of the following structures does a company organize its sales force along customer or industry lines
market sales force structure
Backpacks Galore has an online tool that offers a wide variety of backpacks for direct purchase. The tool even allows customers to select an option to monogram their backpacks. Which of the following has Backpacks Galore most likely used?
marketing website
Posting digital content on brand websites or on social media sites such as YouTube, Facebook, Vine, and others are forms of ________ marketing.
online video
In which step of the selling process does a salesperson learn as much as possible about a prospective customer before making a sales call?
pre-approach
In which step of the selling process does a salesperson or company identify qualified potential customers?
prospecting
Salespeople need to know how to _____________ leads, that is identifying good leads and screening out poor ones, at the beginning of the selling process
quality
The manufacturer of Two-In-One, a combination shampoo, and conditioner, shrink wraps a 4- ounce foil packet of a smoothing hair pomade to its combo product. Which of the following promotion tools is being used in this case?
samples
The fastest-growing sales trend is ______ ______ that involves the use of online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance
social selling
Unsolicited and unwanted commercial email is referred to as _________ .
spam
____________ use the phone, internet, and social media to find new leads, learn about customers and their business, or sell and service accounts directly
telemarketers and online sellers
Rug Designs Inc, a manufacturer of large area rugs, markets its products throughout the United States using a network of regional sales offices. They are using a ________ sales-force structure.
territorial
A company that sells only one product line to one industry with the customers in many locations would typically use a ___________
territorial sales force structure
Which of the following is most likely true of a sales force
the performance difference between an average salesperson and a top salesperson is generally substantial
The growth of the Internet caused many traditional companies to _________ in response to customer demands and a changing marketplace.
use omni-channel retailing
Clenzo is a company that provides house cleaning services in major urban and suburban areas. Marketers at Clenzo developed a short, humorous video promoting the company's services and hope that customers who see the video will be so entertained that they will pass the video on to their friends and colleagues. The marketers at Clenzo are using techniques to facilitate.
viral marketing