mktg 353 chapter 15 knowledge checks
A drawback of sales promotion is that it _____.
is very expensive
True or false: Offering excessive trade deals threatens brand loyalty.
true
The term spiffs is also referred to as _____.
push money
What advantages does direct marketing have that mass advertising does not? (Select all that apply)
- accountability - higher return on investment - accumulation of data
In an integrated marketing communications program, a salesperson provides which communication functions? (Select all that apply)
- building relationships - fulfilling orders - providing information - gathering information
What does a salesperson need to ensure when making a sale? (Check all that apply.)
- customer is satisfied with the sale - product is in stock and delivered on time - product delivered in good condition
Identify the drawbacks of personal selling. (Check all that apply.)
-highly labor intensive - very time consuming - negatively affect a company's reputation
_____ is a dynamic sales promotion tool that is invisible to customers but helps manufacturers increase a retailer's interest in their products.
a dealer meeting
Identify an example of direct-response print advertising.
a magazine ad lists a toll-free phone number that customers can use to place an order for a product
Identify an example of a buyback allowance.
a manufacturer pays a retailer for a competitors leftover stock
What is a trade deal?
a short term dealer discount on the cost of a product
Identify a key feature of direct marketing.
it allows interaction to occur at any location
Identify an example of direct-response broadcast advertising.
an infomercial demonstrates the uses of a product and encourages customers to buy it online
Identify an example of direct-response digital interactive media.
an online retailer distributes marketing messages to customers using SMS
Identify the main consequence of trade concentration.
it gives greater control to the retailers
contest
based on entrants skill
In what way have government agencies influenced package design?
by imposing strict requirements regarding labeling
_____ are books mailed to prospective customers that are expensive to produce and mail, but which have advantages over other marketing media in creating product awareness, acquiring customers, and building brand loyalty.
catalogs
games
chance element but conducted over longer time
sweepstakes
chance of drawing entrants name
In the context of product packaging, marketers should _____.
change packaging very gradually to avoid confusing consumers
In the context of personal selling, sales reps should _____.
collect information about market trends
A marketer has introduced a new line of hair conditioner into an existing market. In order to attract more customers, the marketer decides to tie the conditioner's purchase to an existing line of shampoos at a reduced price. This sales promotion tactic is known as a(n) _____.
combination offer
A sales promotion device in which two related products are packaged together at a special price is known as a _____.
combo offer
Contests, sweepstakes, and games help create _____.
consumer involvement
The use of ______ allows retailers to better understand their customers' purchasing behaviors in order to provide them with targeted offers.
convenience cards
Cards issued by retailers that allow them to track their customers' purchasing habits and demographic profiles are known as _____.
convenuicne cards
Advertising that involves the sharing of advertising costs by a manufacturer and a distributor or retailer is known as _____ advertising.
cooperative
Food Mart, a supermarket chain, is the main dealer for Kooky Bakers, a manufacturer of cookies. The supermarket has displayed logos of Kooky Bakers and placed posters to promote the product in the store. Kooky Bakers refunds 40 percent of the advertising costs incurred by the supermarket when it submits invoices and proof of the advertising. This an example of _____ advertising.
cooperative
A certificate with a stated value presented to a retail store for a price reduction on a specified item is called a(n) _____.
coupon
Most in-store sampling is tied to what other sales promotion technique?
coupons
Typically, loyalty programs are used to reward _____.
customers for their continued business
Identify an accurate statement about personal selling.
it is a one-to-one medium
Identify a true statement about telemarketing.
it is not as expensive as personal selling
Building and maintaining a pool of data on the purchasing patterns of current and prospective customers and then targeting advertising to their needs is known as _____ marketing.
database
The best way to reach small B2B markets is through ______.
database-driven direct marketing
High-tech coupons that work like paper coupons and entitle a customer to a discount, but are distributed at the point of purchase are called
digital coupon
_____ are distributed through interactive touch-screen videos at the point of purchase and coupon printers at checkout counters.
digital coupons
An interactive process of communication that typically uses multiple media to communicate with customers and create or maintain a relationship with those who respond to the message is _____.
direct marketing
The oldest marketing method is _____, which has seen significant growth due to recent social and technological changes.
direct marketing
_____ is the best way to develop a strong customer database.
direct marketing
A laptop manufacturer introduces a new and advanced model in the market. The company's website lists toll-free numbers that customers can call to inquire about the updated features of the laptop or to make a purchase. This is an example of _____.
direct response advertising
In a _____ strategy, the representatives of marketers directly sell products and services to consumers, either at home or at work, instead of going through an intermediary.
direct sales
Face-to-face selling away from a fixed retail location is called _____.
direct selling
An advertising message that asks a customer to provide feedback straight to the sender is known as _____.
direct-response advertising
The form of advertising in which a prospective customer is urged to respond immediately and directly to the advertiser is known as _____.
direct-response advertising
A characteristic of personal selling is that it _____.
does not lead to sales being made immediately
Identify an accurate statement about product packaging.
it is the last ad that consumers see before purchasing a product
Programs used by marketers to reward customers with discounts and free products in return for frequent and continuous patronage are known as _____.
loyalty programs
_____ is a form of direct-response digital interactive media.
company conventions
employees, sales reps and customers
In trade shows, _____ refer to a marketing or public relations approach that involves preparing displays that tell about an organization or its products.
exhibits
What are the two primary methods used in direct sales?
face-to-face or telemarketing
When are the efforts of a company's salespeople in a trade show wasted?
fail to collect and organize prospects' names
True or false: A state government and a federal government are always in agreement concerning requirements of product packaging.
false
True or false: Direct-response advertising also includes direct mail that is used simply to communicate information about products and services.
false
buyback allowances
fees offered to manufactures to retailers to pay for an old product that hasn't sold
display allowances
fees paid to retailers to make room for and set up manufacturers' displays
When fulfilling orders, what helps companies build strong external relationships with customers?
follow up after the sale and having good internal communication
Coupons distributed through inserts in newspapers are known as _____.
freestanding inserts
In planning for a trade show exhibit, the best booths are ones that ______.
have a flexible configurations
Identify the advantages of sales promotion. (Check all that apply.)
helps build short-term market volume, give immediate measurable extra value to a brand an maximizes sales volume
The primary goal of database marketing is to _____.
identify prospects and customers that can be targeted
During personal selling, salespeople should _____.
include the "say" "do" and "confirm" steps of the IMC integration triangle
push strategies
increase distribution of a product
The process of building and strengthening relationships by creating and coordinating a strategic communications program through a variety of media is known as _____.
integrated marketing communications
Identify an accurate statement about the function of a sales rep.
involves providing information to customers
Database marketing is a widely adopted marketing method because it ______.
is a cost-efficient way to increase sales
_____ that features a coupon is a form of direct-response print advertising.
newspaper advertising
Direct marketing _____ compared to mass advertising.
offers better accountability
The term _____ refers to the physical appearance of a product's container, namely its shape, design, color, labeling, and materials.
packaging
_____ protects, preserves, and promotes a product and provides information to customers.
packaging
Trade show booth representatives should exhibit which characteristics? (Select all that apply)
people oriented, empathetic listeners and enthusiastic
Goodherbs, a herbal cosmetics brand, markets its products through sales people who visit customers, either at home or at work, to sell these products. They explain the uses of the products, provide demonstrations, and answer customer queries. This shows that Goodherbs uses _____ to market its products.
personal direct selling
A sales method based on person-to-person contact, such as by a salesperson at a retail establishment or by a telephone solicitor is known as _____.
personal selling
The most costly way to communicate with prospects is through the use of ______.
personal selling
In order to increase sales, a supermarket decided to exhibit and advertise its products on window and counter displays as well as on floor and wall racks. In this scenario, the supermarket is using _____ as a sales promotion tool.
point of purchase materials
Including a sample of laundry detergent in the same delivery bag as the local newspaper is an example of ______.
polybagging
Items that are offered for free or at a low price in order to motivate a customer to buy an advertised product are known as _____.
premiums
_____ are more effective than rebates at encouraging customers to purchase products for which they have little use, while improving the image and reputation of a brand.
premiums
Experts in package engineering, graphic artists, label producers, and package warehousing companies are part of the _____ process of packaging.
production
Packaging specialists are used in the second phase of packaging, which is known as the _____ process.
production
_____ is a form of direct-response broadcast advertising.
radio advertising
Offering a free trial of a product to customers in hopes of converting them to habitual use is known as _____.
sampling
_____ is the costliest sales promotion method but also offers the greatest credibility.
sampling
Identify tasks that personal selling accomplishes better than any other communications tool. (Check all that apply.)
securing product distribution and establishing relationships
Rebate offers that are never redeemed and coupons that are never submitted because people forget, find them inconvenient, or don't follow the instructions lead to a phenomenon known as _____.
slippage
Foaming Fun introduced a new range of soaps. It approached various supermarkets for shelf space and floor space for which they charged a hefty fee. This fee known as a _____.
slotting allowance
The fee that a retailer charges a manufacturer for the privilege of obtaining shelf or floor space for a new product is known as a(n) _____.
slotting fee
Cash incentives given by companies to encourage salespeople to reach specific sales goals or push certain products is known as _____.
spiffs
Selling products and services by using the telephone to contact prospective customers is known as _____.
telemarketing
Which of the following should marketers ensure when using personal selling?
the advertising should not overpromise
In planning an exhibit booth program, what four areas must be taken into consideration?
the image of the company, budget, flexibility of the booth configuration and frequency of the shows
What is key to assessing how valuable a trade show has been?
the number of follow up contacts generated
pull strategies
to increase demand for a product
What is the primary goal of a trade-show booth?
to meet with qualified prospects face-to-face
True or false: Packaging of a product influences the product message.
true
Identify accurate statements about direct-response advertising. (Check all that apply.)
- it enables marketers to measure customer responses - its efficiency can be measured - it is accountable
Identify the current drawbacks of direct marketing. (Check all that apply.)
- it generally lacks the content support of media - it invades consumers' privacy - it faces the problem of clutter
In order to build mutually beneficial relationships with customers, salespeople should _____. (Check all that apply.)
- keep their commitments - service their accounts - recommend solutions to problems
Identify the ideal functions of sales reps in personal selling. (Check all that apply.)
- monitor companys competitors - determine customer wants and needs - identify prospective customers
Rank the following types of direct marketing in order of their effectiveness. Note: the most effective form of direct marketing should be at the top of your list.
- personal direct selling - telemarketing - direct mail
Identify the advantages of personal selling. (Check all that apply.)
- persuasive medium - facilitates instant feedback from customers - offers flexibility to sales reps
Marketers change a package for which of the following reasons? (Select all that apply)
- product alteration or improvement - changes in legislations
For IMC to be effective, communication must be ______. (Select all that apply)
- seamless - consistent
The convenience and availability of which of the following have been important factors in the growth of direct marketing. (Select all that apply)
- the internet - credit cards - telephones
dealer meetings
meetings held by companies with their authorized brokers, distributors, and/or retailers to announce new products, policies, and marketing programs
In trade concentration, _____.
more products being sold by fewer retailers
Which aspect of product packaging increases a marketer's costs?
production of environmentally safe packaging
Excessive sales promotion at the expense of advertising has the potential to _____.
reduce profitability
A direct inducement that speeds up the movement of a product from its producer to its consumer by offering incentives at any point in the marketing route is known as a
sales
Identify an accurate statement about sales promotion.
sales promo may be used anywhere int he marketing channel
_____ is referred to as the value-added tool or sales accelerator.
sales promoter
A direct inducement that speeds up the movement of a product from its producer to its consumer by offering incentives at any point in the marketing route is known as a
sales promotion
Exhibitions where manufacturers, dealers, and buyers of an industry's products get together for demonstrations and discussion are known as _____.
trade shows
In order to be effective in maintaining customer loyalty, direct marketers should always _____.
treat privacy like a customer service issue
True or false: Catalogs are the most popular medium for multichannel marketers, even though they are expensive, as they are highly preferred by customers.
treu
True or false: A customer's impression of the salesperson often dictates the customer's perception of the firm.
true
True or false: A marketer's costs of doing business overseas increases based on the regulations of different countries.
true
