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Digital marketing is a term used for any electronic media that functions using digital codes. a. True b. False

b. False

Digital media refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers Internet using digital marketing. a. True b. False

b. False

Discussion forums are not very popular with the online population. a. True b. False

b. False

E-marketing includes the use of mobile phones, but not digital outdoor marketing devices. a. True b. False

b. False

Initiators are those consumers who generate their own media outlets, such as blogs and wikis. a. True b. False

b. False

It is unusual for consumers to be members of several social networking sites at once. a. True b. False

b. False

Joiners are those consumers who read what other consumers write, but do not produce any content themselves. a. True b. False

b. False

Marketers can use digital media to promote their companies, but marketers should not use this medium to address problems. a. True b. False

b. False

Online fraud includes any attempt to conduct dishonest activities online, with the exception of tricking consumers into releasing personal information. a. True b. False

b. False

Participants in a virtual reality environment use fictional currency to purchase items; the currency cannot be converted to real dollars. a. True b. False

b. False

Positive and negative online reviews act as reputation enhancers. a. True b. False

b. False

Real businesses can have a store in a virtual reality environment, but they must use a fictional name. a. True b. False

b. False

Sites such as Twitter, Facebook, Pinterest, and Instagram can be used to gather information about consumers, but they are not a good substitute for focus groups. a. True b. False

b. False

So far, social networking has gained popularity only in America. a. True b. False

b. False

Social networking sites are useful for large business, but are not financially feasible for small businesses. a. True b. False

b. False

The Facebook audience is large, but it has yet to surpass the audience of a popular television network. a. True b. False

b. False

The increase of consumers who publish their own thoughts and product reviews through digital media has caused consumer-generated information to be less important because some of the information is false. a. True b. False

b. False

Traditional advertising is unlimited in terms of interactivity. a. True b. False

b. False

Traditional marketing media are more consumer-driven than digital media. a. True b. False

b. False

Twitter is useful for communications between friends, but not for communications between businesses and customers. a. True b. False

b. False

When consumers conduct an online product information search, corporate-generated content appears more credible than consumer messages. a. True b. False

b. False

While social networks can be used to target customers, it is still easier to target precise consumer groups using traditional marketing media. a. True b. False

b. False

____ relates to perceptions of value and is the most flexible element of the marketing mix. a. Distribution b. Pricing c. Store location d. Product mix e. Promotion

b. Pricing

Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog. a. Collector b. Spectator c. Inactive d. Creator e. Critic

b. Spectator

1) Is a hybrid social networking and micro-blogging site. 2) Companies use ___ to announce sales, promotions, and updates on products and services. 3) Can help (re)build customer relationships. 4) Can give companies a competitive advantage.

twitter

Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress?

twitter

Which social networking site asks its members "What are you doing?"

twitter

wiki

type of software that creates an interface that enables users to add or edit the content of some types of websites

Marketers call the internet a pull medium because Select one: a. social networks have great control over the content to which users are exposed. b. they determine which websites consumers are going to view. c. users determine which websites they are going to view. d. they have great control over the content to which users are exposed. e. users get pulled along by social media influencers

users determine which websites they are going to view.

digital marketing

uses all digital media, including internet, mobile, and interactive channels, to develop communication and exchanges with customers

Sears sells online through its website, while also selling through physical store locations. This type of retailing is referred to as

bricks-and-clicks

The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate its advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest. Select one: a. blog b. bulletin-board site c. podcast d. media-sharing site e. wiki

bulletin-board site

sales fluctuate rapidly

business cannot operate at peak efficiency when __________.

Cube Company sells small refrigerators. It usually sells these refrigerators to hotels and offices. However, sometimes its customers choose to buy their refrigerators because they do not have a lot of room for a full-size refrigerator in their houses and apartments. Its primary market is a(n) _____________ market, but it also sells to a(n) _____________ market. Select one: a. business; consumer b. business; demographic c. business; industrial d. consumer; business e. industrial; target

business; consumer

team selling

using the team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process

Cynthia is considering the purchase of a new printer for her real estate office. She is considering a printer that doesn't have as many functions but is available at a considerably lower price than her current printer. She is engaged in ____ analysis. Select one: a. value b. profit c. downsizing d. vendor e. strategic

value

The attrition rate for digital media channels is

very high

When consumers research products online and then go to an actual store to make their purchase, the practice is known as

web rooming

blogs

web-based journals in which writers editorialize and interact with other internet users

publicity annual reports brochures event sponsorships social responsible program sponsorship press releases conferences feature articles

8 PR tools

create awareness stimulate demand encourage product trial monthly products retain loyal customers facilitate reseller support reduce sales fluctuations combat competitive promotional efforts

8 objectives of promotion

media kit

A package of information assembled by a company to provide basic information about itself to reporters. The media kit is a promotional public relations tool that can serve several functions, including promoting the launch of a new company, promoting the launch of a new product or service by an existing company, giving a company a way to present itself as it would like to be seen, and saving time by eliminating the need for a company's employees to repeatedly answer the same questions.

Advertising

A paid nonpersonal communication from a sponsor, manufacturer, retailer, or organization, about an organization and its products transmitted to a target audience though mass media, such as TV, newspapers, Internet, and so on. Effective advertising can influence purchase behavior throughout a lifetime. Advertising is used to promote goods, services, ideas, images, issues, people, and anything else advertisers want to publicize or foster. Depending on what is being promoted, advertising can be classified as institutional or product advertising.

Source

A person, group, or organization with a meaning it tries to share with a receiver or an audience. Translates meaning into code. Should employ signs or symbols familiar to the receiver or audience.

unaided recall

A posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues

aided recall

A posttest that asks respondents to identify recent ads and provides clues such as a list of products, brands, company names, or trademarks, to jog their memories.

Pretesting: consumer jury

A pretest usually attempts to evaluate the effectiveness of one or more elements of the message. A consumer jury is a panel of existing or potential buyers of the advertised product who pretest advertisements. The panel judges one or several dimensions of two or more ads.

Control refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. a. True b. False

a. True

Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency. a. True b. False

a. True

Digital marketing uses all digital media to develop communication and exchanges with customers. a. True b. False

a. True

Digital online media marketing facilitates both price and non-price competition. a. True b. False

a. True

Interactivity allows customers to express their needs and wants directly to the firm in response to its marketing communications. a. True b. False

a. True

Internal social networks are a great way to capture knowledge and identify experts on different subjects within an organization. a. True b. False

a. True

It is not unusual for Joiners to be members of several social networking sites at once. a. True b. False

a. True

Many people now seek recommendations from social media friends before conducting other kinds of searches. a. True b. False

a. True

One of the fastest-growing areas in mobile technology is the creation of applications. a. True b. False

a. True

People who comment on blogs or post ratings and reviews are known as Critics. a. True b. False

a. True

Podcast listeners have the ability to send comments to the podcaster regarding the material presented in a podcast. a. True b. False

a. True

Rather than wait for legislation to be passed regarding Internet rules, many web advertisers attempt self-regulation to govern how consumer information is collected and used online. a. True b. False

a. True

Small businesses can use digital media to develop strategies to reach new markets and access inexpensive communication channels. a. True b. False

a. True

Someone who generates his or her own media outlets, such as podcasts and blogs, is known as a Creator. a. True b. False

a. True

Spectators like to read what other people write and produce online, but do not produce any content themselves. a. True b. False

a. True

The majority of online shoppers read ratings and reviews to aid in their purchasing decisions. a. True b. False

a. True

To communicate with their employees, companies may use wikis and podcasts. a. True b. False

a. True

While consumers can use websites to access more information, marketers can also use the same sites to get information on the consumer. a. True b. False

a. True

The ability to obtain digital information is referred to as a. accessibility. b. addressability. c. interactivity. d. connectivity. e. control.

a. accessibility.

JCPenney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JCPenney is practicing a. addressability. b. social networking. c. interactivity. d. accessibility. e. control.

a. addressability.

Home Depot has an iPhone icon that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n) a. application (app). b. keypad function. c. voice-activated system. d. digital system. e. interactivity.

a. application (app).

One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses a. applications (apps) b. widgets c. cookies d. speed dials e. texts

a. applications (apps)

Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as a. brick-and-clicks. b. side-by-side. c. bricks-and-mortar. d. online-specialty. e. web-only.

a. brick-and-clicks.

Consumers who act as ____ are becoming increasingly important to online marketers as a conduit for addressing consumers directly. a. creators b. critics c. collectors d. joiners e. spectators

a. creators

Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer to articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears a. more authentic than company-generated content. b. more interesting than company-generated content c. more approving than company-generated content d. more current than company-generated content e. more flattering than company-generated content

a. more authentic than company-generated content.

Due to increasing consumer demand, many television networks are creating ____ of their shows. a. podcasts b. wikis c. virtual realities d. digital characters e. imitations

a. podcasts

The ability to obtain digital information is referred to as

accessibility

This is an example of one of the characteristics that distinguish online media from traditional marketing, namely

accessibility

a) Mobile devices, such as smartphones and PDAs, utilize apps to help consumers access more information about businesses. b) Mobile marketing allows marketers to utilize promotions over customers' mobile devices, sometimes in real-time as customers walk by eligible stores. c) Accessibility can be viewed from a firm's perspective as well. "Open innovation" encourages sharing of ideas and innovations between companies and customers for their mutual benefit.

accessibility

Despite emerging technologies, consumers are unchanging in their traditional information searches and consumption behaviors. a. True b. False

b. False

combative promotional objective

often used by firms in highly competitive consumer markets

public relations

ongoing program during crises and good times

___ involves using communities of interested consumers to gather input and feedback for marketing purposes.

"Crowdsourcing"

About ______ of Americans participate in online discussion forums

30%

business, consumer, price, use

4 characteristics of the product

Direct Marketing

5th element of Promotion Mix

types of order takers

-Inside order takers work in sales office -outside/field order takers travel to customers

Advertising Objectives

-Objectives guide campaign development -Objectives should be stated clearly, precise, and in measurable terms -Objectives in advertising are stated in terms of sales and communications

Critics

-Post ratings/reviews of products or services -Comment on someone else's blog -Contribute to online forums -Contribute to/edit articles in a wiki

Creators

-Publish a Blog -Publish personal webpages -Upload original video -upload original audio/music -write articles or stories and post them

#1 Is promotion Deceptive

-Some are but not all promotion should be condemned. -Laws, government regulation, and industry self-regulation have helped decrease deceptive promotion

Collectors

-Use RSS feeds -Add tags to webpages or photos -"vote" for websites online

Who develops the Advertising Campaign?

-Varies between firms & Depends on the size -Smaller firms: one or two internal employees -Large Firms: may have an advertising department, which could consist of a couple of generalists or many specialists, may use an advertising agency with skilled specialist, can be affordable

When developing an advertising campaign, benchmarks need to be included in the

statement of advertising ovejectives

Joiners

-maintain profile on a social networking site -visit social networking sites

Spectators

-read blogs -watch videos from other users -listens to podcasts -read online forums -read customer reviews/ratings

Following up

-the sales person must follow up the sale -the salesperson should determine if the order was delivered on time and was installed properly, should learn whether the customer has problems or questions about the product, and should determine the customers future product needs

Conversationalists

-update status on social network -post updates on twitter

Characteristics of E-Marketing: -Digital marketing is distinct from traditional marketing channels in five key ways. they are ...?

1) addressability 2) interactivity 3) accessibility 4) connectivity 5) control

Elements of the Promotional Mix

1. Advertising 2. Personal Selling 3. Public Relations 4. Sales Promotion

Social Technographics Types (7)

1. Creators 2.Conversationalists 3. Critics 4. Collectors 5. Joiners 6. Spectators 7. Inactives

size, geographic distribution, demographic characteristics

3 characteristics of the target market

national advertising/sales promotion international promotion personal selling

3 costs and availability of promotional methods

intensive, selective, exclusive

3 types of distributive intensity of the product

The Bentley Agency places $2,500 in radio spots and $17,500 in television spots for Darnell Insurance in June. For its efforts this month, the agency "traditionally" would receive ____ in compensation.

3,000

A firm can identify changes in public opinion that affect it by conducting a) environmental monitoring. b) consumer polling. c) a consumer jury. d) a communications audit. e) press conferences.

A paid form of nonpersonal communication about an organization and/or its products that is transmitted to a target audience through a mass medium is a) advertising. b) public relations. c) sales promotion. d) personal selling. e) campaigning.

A television advertisement showing the safety features of the Volvo "Cross Country" Wagon would be best classified as which of the following? a) Product advertising b) Pioneer advertising c) Defensive advertising d) Societal marketing e) Publicity

A tool that allows an advertiser to compare the costs of several media vehicles within a specific medium relative to the number of persons reached by each vehicle is called a(n) a) cost comparison indicator. b) media comparison selector. c) unit-price selector. d) cost/person index. e) vehicle/price indicator.

Advertising campaign objectives that are aimed at making customers' attitudes more favorable are stated in ________ terms. a) communication b) sales c) demand d) market e) survey

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called ________ advertising a.) institutional b.) product c.) organizational d.) pioneer e.) advocacy

Advertising that aims to create a more favorable view of a company as a whole in the eyes of various stakeholders is called __________ advertising. a) institutional b) product c) organizational d) pioneer e) advocacy

Advertising that focuses on stimulating demand for a product category is called _____ advertising. a) pioneer b) competitive c) institutional d) categorical e) product

Advertising, personal selling, sales promotion, and public relations are called a) promotion mix ingredients. b) marketing mix components. c) characteristics of a product. d) advertising tools. e) nonpersonal communication.

An advertising campaign is typically developed by an individual or a few persons within the firm, an advertising department within the organization, or a) an advertising agency. b) a group of media specialists. c) a group of multiskilled managers. d) a "special projects" group. e) freelance advertising consultants.

An advertising platform is the a) basic issue or selling point that an advertiser wishes to include in an advertising campaign. b) objective of the advertising campaign, stated in precise and measurable terms. c) form in which the basic issues of the campaign should be presented. d) broad objectives of the advertising campaign. e) consumer advertising research conducted.

An advertising platform should consist of issues that are important to consumers. Selling features should be important to consumers and should be features that a) competitive products lack. b) can be seen easily in a photograph. c) are familiar concepts to those in the target market. d) competitive products have as well. e) are reasonably inexpensive to develop.

Andrea receives an e-mail from her sister-in-law that is actually a recommendation for a website with a demonstration of a new home hair-coloring system. She later discovers that her sister-in-law received a free trial kit for passing Andrea's and four other friends' e-mail addresses along to the marketer. This is known as a) viral marketing. b) buzz marketing. c) guerilla marketing. d) a word-of-mouth pyramid. e) personal advertising.

As Emily Jeffries prepares the script for a radio commercial for her boutique, she is engaging in the _______ stage of the communication process. a) encoding b) sourcing c) decoding d) sending e) receiving

As Oscar Meyer puts together its advertising campaign for the summer, it will need to keep in mind that its desire to use outdoor advertising will have strong effects on its selection of the advertising a) message. b) budget. c) platform. d) audience analysis. e) objectives.

By promoting the fact that "orange juice is not just for breakfast anymore," the Florida Orange Growers Association attempted to stimulate a) primary demand. b) secondary demand. c) competition. d) comparison of orange juices. e) demand elasticity.

Carla is stopped by a researcher at a shopping mall and asked what was last television commercial she remembers seeing was. This is an example of a(n) a) unaided recall test. b) pretest. c) recognition test. d) aided recall test. e) memory test.

Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the __________ approach to determine its advertising expenditures. a) percent-of-sales b) objective-and-task c) competition-matching d) arbitrary e) judgmental

Retro64 distributes free downloadable versions of its computer games for a short time. These efforts have a primary promotional objective of a) encouraging product trial. b) stimulating demand. c) identifying prospects. d) creating awareness. e) reducing sales fluctuations.

Communication can be viewed as a circular process because a) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver. b) the message goes from encoding by the source to decoding by the receiver. c) during a personal selling situation, both verbal and nonverbal feedback can be very fast and immediate. d) channel capacity is determined by the least efficient component. e) the message goes from person to person.

Dial Soap's advertising slogan "Aren't you glad you use Dial? Don't you wish everybody did?" exemplifies the use of ___________ advertising. a) reinforcement b) offensive c) comparative d) institutional e) defensive

Domino's is looking into magazine advertising for its pizza. The company wants to reach as many people as possible, but due to budget constraints Domino's must reach consumers as efficiently as possible. What can Domino's use to evaluate various magazines? a) A cost comparison indicator b) The total circulation of the magazines c) A list of the costs of a one-page ad in various magazines d) The advertising appropriations for each magazine e) An index of advertisement exposure

For many consumers, the pages near the back of magazines with dozens of very small black and white advertisements exceed their a) channel capacity. b) threshold of awareness. c) decoding abilities. d) transmission limitations. e) noise limit.

General Mills used a panel of consumers to evaluate its Cheerios campaign featuring children who read the cereal box and try to persuade their parents to watch their cholesterol. These consumers judged the advertisements prior to the execution of the advertising campaign. This is an example of a(n) a) pretest. b) inquiry. c) recognition test. d) recall test. e) posttest.

Head nodding, winking, hand gestures, and arm motions are all forms of _________ communication. a) kinesic b) spacing c) proxemic d) touching e) tactile

Home Depot is interested in knowing how its efforts to act in a socially responsible manner through its Habitat for Humanity and disaster relief efforts have affected stakeholders' views of the company. Home Depot should conduct a(n) a) social audit. b) publicity audit. c) environmental audit. d) communications audit. e) environmental impact study.

If a marketer of a perfume ad develops a commercial involving a man being attracted to a woman who wears a particular perfume, it is attempting to influence one's need for a) love and affection. b) safety. c) self-esteem. d) self-actualization. e) respect from others.

If a pull policy is to be used in promoting a product, the firm a) promotes directly to consumers. b) promotes only to the next marketing institution down the marketing channel. c) promotes the product to retail stores only. d) promotes the product to wholesalers only. e) must also use the push policy to be effective.

If promotion does not do its job of stimulating demand, then the a) price of the promoted product is likely to increase. b) price of the promoted product will remain reasonably stable. c) price of the promoted product will decrease. d) cost of promotion will decline. e) cost will remain about the same.

OES Office Systems' use of fax machines to carry its advertising messages to its business customers is which component of the communication process? a) Communication channel b) Decoding process c) Encoding process d) Sharing of meaning e) Noise minimization

Often when a company introduces a new product or line extension, its promotion will focus on _____ in order to initiate the product-adoption process. a) creating awareness b) stimulating demand c) retaining loyal customers d) combating competitive promotional efforts e) identifying prospects

Personal selling is changing in today's marketplace due to several factors. Which of the following is not a factor that impacts today's promotion through personal selling? a.) the difficulty in keeping customers because they are fickle b.) new technology provides up-to-date information in the field c.) the way in which customers gain information about a company or product d.) social CRM allows companies to discover and engage customers e.) electronic sales presentations through social media technology

Primary demand is defined as a) demand for a product category. b) demand for a new product. c) consumer awareness of a product category. d) stimulating demand for any products. e) demand for a particular brand.

Reba Vincent is employed as a consultant for Mary Kay Cosmetics. This illustrates a) personal selling. b) retailing. c) public relations. d) advertising. e) sales promotion.

Sayyid's company has launched a new product line, and he is put in chare of sales. He decides his first step will be to find potential customers in the company's sales records. Sayyid is ___________ a.) prospecting b.) screening c.) researching d.) pre-approaching e.) surveying

Sierra is driving to work on I-95 and notices a billboard for new salads at Wendy's. She reads the message and sees the pictures of the new salads. In this case, Sierra is the _____ and Wendy's is the _____ of this communication. a) receiver; source b) audience; promoter c) decoder; coder d) communicatee; communicator e) feedback; noise

Slow feedback, high absolute-dollar outlay, and difficulty in measuring effects on sales are disadvantages of which promotion mix ingredient? a) Advertising b) Public relations c) Sales management d) Sales promotion e) Personal selling

Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches? a) The actual ads are shown in the former but not in the latter. b) The former method relies on memory alone, and the latter shows the actual ads. c) One uses a consumer jury; the other uses random individuals. d) The respondents are given class clues in the latter but not in the former. e) One is used primarily by the government, and the other is used by private businesses.

Subway decided to run its new commercials several times a day for three weeks and then not at all for two weeks. It will then run the commercials again for three more weeks. Subway is using a _____ schedule for its advertising. a) flighting b) varying c) continuous d) pulsing e) beating

The ________ design element of an advertisement is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words; the _______ is the physical arrangement of the illustration, headline, subheadline, body copy, and the signature a.) illustration; layout b.) headline; layout c.)layout; design d.) layout; storyboard e.) signature; layout

The receiver's response to a message is ___________ for the source. a) feedback b) the communications channel c) noise d) channel capacity e) decoding

The use of a pull policy may require heavy expenditures for a) advertising and sales promotion. b) public relations and distribution. c) personal selling and public relations. d) distribution and advertising. e) sales promotion and personal selling.

To determine how much money to spend on advertising, marketers for a new brand of caffeinated energy drink decided that they wanted the advertising to create awareness of the new flavor in 80 percent of the energy drink market within one month of introduction. The marketers then determined how much it would cost to reach this goal. This is an example of which one of the following approaches to determining advertising budgets? a) Objective-and-task b) Percent of sales c) Competition matching d) Arbitrary allocation e) Past-year comparison

Troy Products Company advertises a specific product heavily, and Carbone Products Company wants to offset the effects of that advertising. In this case, Carbone would most likely employ ___________ advertising. a) competitive b) pioneer c) institutional d) primary e) target

What design element is used to attract attention, communicate an idea quickly, or communicate ideas that are difficult to put into words? a) Illustrations b) Headlines c) Copy d) Layout e) Signature

What is an advertising platform most commonly based upon? a) The opinions of employees within the firm or the advertising agency b) Data collected from past marketing research about the brand c) Customer surveys about what they consider the most important issues d) Retailer information about potential consumers of the product e) The advertising appropriation for that particular ad campaign

What is the overall role of promotion? a) To stimulate product demand b) To identify prospects c) To retain loyal customers d) To encourage product trial e) To reduce sales fluctuations

When Hamburger Helper introduced its Oven Varieties, it gave special offers to supermarkets to purchase the new product and supplemented these offers with consumer advertising. Hamburger Helper's primary objective is to a) facilitate reseller support. b) reduce sales fluctuations. c) combat competitive promotional efforts. d) encourage product trial. e) retain loyal customers.

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing a) sales promotion. b) advertising. c) guerilla marketing. d) personal selling. e) public relations.

When deciding on its advertising allocation for the coming year, State Farm Insurance could choose to spend the same amount as Safe Auto, another auto insurance company. This method of advertising appropriation is known as the _________________ approach. a) competition-matching b) arbitrary c) objective-and-task d) goals e) percent-of-sales

When the CEO or chief financial officer of a company states how much the company should spend on advertising for the coming period, the company is using the a) arbitrary approach. b) executive decision process. c) objective-and-task approach. d) percentage-of-sales approach. e) competition-matching approach.

Which of the following industries is most likely to employ combative promotional efforts? a) Fast food b) Computer processors c) Tax-preparation services d) Television producers e) Automotive paints

Which of the following is not an advantage of using publicity-based public relations tools? a) Control by media personnel of the content and timing of messages b) Credibility c) Strong news value d) Follow-up word-of-mouth communications e) A favorable perception of being endorsed by the media

Which of the following is the most commonly used type of publicity-based public relations tool? a) News release b) Captioned photograph c) Feature article d) Press conference e) Letter to the editor

Which of the following is the most important consideration when choosing an event to sponsor? a) Reasonable association between the event and the company's product b) The length of the event c) When the event occurs d) Whether or not the event is a national event e) The specific name of the event

Which of the following target market characteristics are most important to consider before determining the promotion mix ingredients? a) The size, geographic distribution, and demographic characteristics b) The cultural diversity and population size c) The age, sex, religion, and race characteristics d) Existing product adoption categories e) Existing levels of price consciousness

public relations

A broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders. An organization communicates with various stakeholders, both internal and external, and public relations efforts can be directed toward any and all of them. A firm's stakeholders can include customers, suppliers, employees, shareholders, the media, educators, potential investors, government officials, and society in general. Public relations can be used to promote people, places, ideas, activities, and even countries. Public relations focuses on enhancing the image of the total organization. Assessing public attitudes and creating a favorable image are not less important than direct promotion of the organization's products. Because the public's attitudes toward a firm are likely to affect sales of its products, it is very important for firms to maintain positive public perceptions.

Promotion Mix

A combination of promotional methods used to promote a specific product.

Communication

A sharing of meaning through the transmission of information

Communication

A sharing of meaning through the transmission of information.

Viral Marketing

A strategy to get consumers to share a marketer's message, often through e-mail or online videos, in a way that spreads dramatically and quickly.

______________ was established in 1967 and promotes trade and economic integration among member nations in Southeast Asia. Select one: a. GATT b. ASEAN c. APEC d. WTO e. MERCOSUR

ASEAN

Characteristics of E-Marketing: ___ is the ability to obtain digital information. It allows consumers to find information about competing products, prices, and reviews and become more informed about a firm and the relative value of its products.

Accessibility

Major Criticisms of Promotion

Accused of deception (i.e. deceiving or misleading); Blamed for increasing prices; It manipulates consumers into buying products they do not need; Leads to a more materialistic society; Consumers do not benefit sufficiently from promotional activity to justify its high cost.

Sales Promotion

Activities or materials that act as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or customers

_______ facilitates _______, as it enables customer engagement to facilitate product innovation.

Addressability / relationship marketing

Which of the following characteristics distinguish online media from traditional marketing?

Addressability, interactivity, accessibility, connectivity, and control

A(n) ________ channel provides the opportunity for a marketer to customize promotions.

Addressable

Which of the following described a part of the promotion mix that is a paid nonpersonal message communicated to a select audience through a mass medium?

Advertising

_ is a paid, nonpersonal communication about an organization and its products transmitted to a target audience through mass media.

Advertising

The Four Elements of the Promotion Mix

Advertising Personal Selling Public relations Sales promotion

Promotional Mix Ingredients

Advertising, Personal Selling, Sales Promotion, and Public Relations

4 Possible Elements of a Promotion Mix

Advertising, Personal selling, Public relations, and Sales promotion.

Sales Promotion

An activity or material that acts as a direct inducement, offering added value or incentive for the product, to resellers, salespeople, or consumers (i.e. free samples, games, rebates, sweepstakes, etc.).

Buzz Marketing

An attempt to incite publicity and public excitement surrounding a product through a creative event.

Factors that are used to determine a product's promotion mix...

An organization's promotional resources, objectives, and policies; Characteristics of the target market; Characteristics of the product; and Cost and availability of promotional methods.

Noise

Anything that reduces a communication's clarity and accuracy. When the decoded message differs from the encoded one.

reinforcement advertising

Assures current users that they have made the right brand choice and tells them how to get the most satisfaction from that brand. This is often done so that the consumer feels good about their association or purchase of a particular brand. Value propositions like Geico's can provide reinforcement to consumers that they are making a good decision as a new or current customer. Tells current users how to get the most satisfaction from the brand

Competitive advertising

Attempts to stimulate demand for a specific brand by promoting the brand's features, uses, and advantages, and sometimes though indirect or direct comparisons with competing brands. Advertising effects on sales must reflect competitor's advertising activities. The type of competitive environment will determine the most effective industry approach.

A consumer contest is an example of a) personal selling. b) sales promotion. c) advertising. d) indirect selling. e) public relations.

A consumer jury is a a) group of consumers who have purchased the product before that evaluate its effectiveness. b) panel of potential buyers of the advertised product brought together to pretest an advertising message. c) panel of buyers who review and evaluate an advertising message after it has been circulated in certain regions. d) group of consumers who determine whether or not other consumers have been treated fairly by companies. e) panel of consumer experts who rank the effectiveness of advertisements.

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and times, is a(n) a) advertising plan. b) media plan. c) advertising message. d) advertising appropriation. e) media platform.

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a a) communications channel. b) source. c) relay channel. d) decoder. e) sender.

Advertising appropriations are largest for which type of product? a) Business products b) Convenience goods c) High-priced products d) Specialty goods e) Infrequently purchased goods

Advertising that lets consumers know that an established brand still offers certain uses, characteristics, and advantages is _____ advertising. a) repetitive b) reminder c) pioneer d) competitive e) reinforcement

After developing the budget for advertising GEO automobiles, marketing managers at General Motors then determined what proportion of that budget would be spent on magazine, television, and radio advertisements based on the cost effectiveness of each. This subsequent allocation of the budget is known as a(n) _________ plan. a) advertisement-allocation b) media c) arbitrary allocation d) objective-and-task e) percent-of-sales

All of the following are key areas of sales force management except: a.) compensating salespeople b.) coordinating sales promotion efforts c.) recruiting salespeople d.) training sales personnel e.) motivating sales personnel

Artwork, a major part of most advertisements, consists of the a) illustration and the signature. b) illustration and the layout. c) illustration and type of print used in the headlines. d) layout and the signature. e) method by which all the components are put together.

Blockbuster offers its customers a Blockbuster Rewards Card that allows them to rent every sixth movie free and provides various discounts throughout the year. The primary promotional objective of programs such as this is a) encouraging product trial. b) retaining existing customers. c) stimulating demand. d) combating competitive promotional offers. e) reducing sales fluctuations.

Brandon walks around behind purchasing agent Shannon Wise as she looks at the pamphlet describing Hyster's new conveyer system. Shannon stands up and walks to a table on the other side of her office. Brandon follows, but he does not understand the ___________ communication Shannon is sending. a) tactile b) proxemic c) kinesic d) verbal e) promotional

Brands that are promoted through comparative advertising are most likely to be a) market leaders. b) brands that are attempting to compete with market leaders. c) primarily services rather than tangible goods. d) attempting to compete on a nonprice basis. e) competing in a less competitive market.

Brands that are promoted through comparative advertising are most likely to be a.) market leaders b.) brands that are attempting to compete with market leaders c.) primarily services rather than tangible goods d.) attempting to compete on a nonprice basis e.) competing in a less competitive market

Channel capacity is determined by the a) most efficient component of the communication process. b) least efficient component of the communication process. c) source. d) receiver. e) meanings of the message.

Chelsea Collins walks her client, Kaptain Korn president Steve Gonski, through her agency's proposed television campaign for the product's introduction. In doing so, she moves from square to square on the a) copy. b) storyboard. c) illustrations chart. d) artwork. e) media plan.

Coors advertises that its beer is the only one that is kept cold from the brewery to the store. This type of advertising is called a) pioneer. b) competitive. c) comparative. d) defensive. e) institutional.

Cost efficiency, repetition, and adding product value are all potential benefits of a) public relations. b) advertising. c) personal selling. d) promotion. e) guerilla marketing.

During the decoding process, the a) intensity of the transmission becomes stronger. b) receiver attempts to convert signs or symbols into concepts and ideas. c) source attempts to convert signs or symbols into concepts and ideas. d) source converts meaning into a series of signs or symbols that represent ideas or concepts. e) receiver filters noise from the feedback.

Effective management of integrated marketing communications is based upon a) consumer attitudes towards promotion. b) information about customers. c) the communication process model. d) budgetary allowances. e) the firm's organizational structure.

Frederick Griffith of Griffith's department stores tells his marketing director that he is tired of the constant price-centered advertising by the firm's agency. "We have the best customer service in town, and I feel that is what we should be hanging our hats on," he states. This statement is most appropriate for use in which of the following stages of campaign development? a) Determining the appropriations b) Creating the platform c) Identifying the target d) Defining objectives e) Developing the media plan

High-priced products usually depend heavily on which promotion mix ingredient? a) Advertising b) Personal selling c) Public relations d) Sales promotion e) Telemarketing

Hunt's decided to put a much larger share of its promotion budget into ___________ because of the heavy reliance it will be placing on coupons in the second quarter. a) advertising b) sales promotion c) public relations d) telemarketing e) personal selling

If a company calls a meeting to announce a major news event, this is known as a a) media call. b) press conference. c) news release. d) press release. e) public service announcement.

If a manufacturer decides to use a push policy to promote its products, it is most likely to focus its efforts on a) retailers. b) wholesalers. c) ultimate consumers. d) other producers. e) institutional users.

If the manufacturers of Whizz were to partner with Whirlpool to place a bottle of Whizz in each new washer that is purchased during the first year, this would be an example of a) advertising. b) sales promotion. c) viral marketing. d) packaging. e) publicity-based public relations.

If the push policy is used in promoting a product, the firm a) promotes directly to consumers. b) promotes only to the next marketing institution down the marketing channel. c) promotes the product to wholesalers only. d) promotes the product to retailers only. e) will be assured of having an effective promotional mix.

In one corner of its magazine advertisement for office copiers, Epson places a small box asking for the names and addresses of individuals or companies seeking more information. Epson has included this box to facilitate ___________ for this communication. a) decoding b) feedback c) encoding d) perceptual attention e) noise reduction

In one corner of its magazine advertisement for office copiers, Lexmark places a small box asking for the names and addresses of individuals or companies seeking more information. Lexmark has included this box to facilitate ________ for this communication a.) decoding b.) feedback c.) encoding d.) perceptual

Marketers of highly seasonal products tend to have more irregular use of a) advertising. b) sales promotion. c) public relations. d) personal selling. e) marketing.

One of the biggest problems associated with ___________ as an element of promotion is the high absolute dollar outlay often required. a) personal selling b) advertising c) public relations d) sales promotion e) packaging

Promotion can help keep prices lower because a) demand for the product does not increase. b) promotion of prices intensifies price competition. c) promotion of prices leads to nonprice competition. d) promotion tends to reduce consumers' price sensitivity. e) promotion tends to stabilize a product's price elasticity of demand.

Promotion tends to a) create needs. b) capitalize on existing needs. c) be overly focused on the self-actualization needs. d) overemphasize physiological and safety needs. e) avoid focusing on people's needs.

Promotional efforts designed to reduce the risk to consumers for using a product for the first time seek to a) stimulate demand. b) encourage product trial. c) create awareness. d) combat competitive promotional efforts. e) retain loyal customers.

Public relations a) should be used mostly to counteract any competitive promotions or negative publicity. b) is an element of promotion that should be handled on a continuous basis. c) should be used solely to respond to emergencies that could significantly damage the company's reputation. d) is paid communication that helps enhance a company's image by highlighting its philanthropic efforts. e) is generally not given much weight because the information is generated by the company itself.

Recognition and recall tests are posttest methods based on a) mail surveys. b) memory. c) inquiries. d) preferences. e) in-depth interviews.

Selective demand is demand for a a) general type of product. b) particular brand. c) new product. d) competitor's product. e) service.

Sweepstakes, free samples, coupons, and rebates are examples of a) advertising. b) sales promotion techniques. c) publicity. d) personal selling techniques. e) packaging methods.

The advertising mentioned above in which Toyota features all brands of the company would be an example of a) competitive advertising. b) institutional advertising. c) comparative advertising. d) pioneer advertising. e) product advertising.

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines a) communication. b) integrated marketing communications. c) tactile communication. d) kinesic communication. e) proxemic communication.

The cost per thousand (CPM) indicator shows a) the cost to expose 1,000 people to a television commercial. b) the cost to expose 1,000 people to a one-page magazine advertisement. c) the return on investment marketers get for their advertising dollar. d) the cost to expose a million people to any type of advertisement. e) how one media source compares to a different source for reaching target markets.

The identification of an advertisement's sponsor is the a) copy. b) signature. c) trademark. d) layout. e) subheadline.

The individual or group that decodes a coded message is called a a) sender. b) receiver. c) source. d) decoder. e) receptor.

The makers of Whizz have decided to go to several different colleges and have a contest for the dirtiest shirt. While at the colleges, they will set up several washing machines near the campus bookstore, demonstrating the power of Whizz to get these dirty shirts clean. Each contestant in the dirtiest shirt contest will receive a coupon for a free bottle of Whizz. The winner of the contest will receive a $50 gift card for the college bookstore. This method of promotion is an example of _____, and is used to stimulate _______ demand. a) viral advertising; primary b) sales promotion; selective c) sales promotion; primary d) product placement; selective e) product placement; primary

The message that a source originally encodes and the meaning a receiver ultimately decodes a) contain circular feedback. b) may be different because of noise. c) are usually exactly the same. d) rarely are similar because of feedback. e) are collectively termed the communications channel.

The total amount of money a marketer allocates for advertising for a specific time period is the a) marketing budget. b) advertising appropriation. c) objective-and-task approach. d) promotion grant. e) finances for advertising.

The two major types of product advertising are a) institutional and advocacy. b) pioneer and competitive. c) competitive and comparative. d) advocacy and competitive. e) informative and comparative.

The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage? a) Introduction b) Decline c) Maturity d) Growth e) Plateau

The verbal portion of an advertisement, including headlines, body, and signature, is called the a) artwork. b) copy. c) storyboard. d) layout. e) script.

Toyota's sponsorship of a major Professional Golf Association tournament would be an example of a(n) ______ tool. a) advertising b) public relations c) sales promotion d) publicity e) personal selling

Tropicana orange juice has a television commercial where a young boy is drinking orange juice at dinner. He remarks that he likes the great taste of Tropicana anytime. The element of the commercial that focuses on drinking orange juice at dinner would be best classified as ________, while the focus on the great taste of Tropicana would be best classified as ___. a.) comparative advertising; informative advertising b.) pioneer advertising; competitive advertising c.) institutional advertising; stimulating primary demand d.) product advertising; institutional e.) comparative advertising; competitive advertising

When Blue-ray disc players were first introduced to the market, what would the logical choice for promotion have been? a) Selective demand b) Pioneer promotion c) Comparative promotion d) Primary demand promotion e) Retention promotion

When a source converts meaning into a series of signs or symbols representing ideas or concept, the source is undergoing a) communication. b) the coding process. c) the decoding process. d) the conversion process. e) communications channel.

When an organization uses an advertising agency, who usually develops the advertising campaign? a) The agency's specialists b) The firm and the agency working jointly c) The agency suggests ideas and the firm chooses among them d) The advertising department within an organization e) An individual or a few persons within the firm

When individuals' behaviors are tracked from television sets to checkout counters using equipment provided by the marketer, this is known as a) family behavior recording. b) single-source data. c) individual consumer jury. d) advertisement exposure data. e) detailed market research.

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies? a) Guerilla communication b) Word-of-mouth communication c) Buzz marketing d) Viral marketing e) Conversational promotion

Which of the following statements applies to media planning? a) Characteristics of the product are the most important consideration in selecting the media for a campaign. b) The message content affects the types of media used for an advertising campaign. c) The location of the advertising target is irrelevant in media planning. d) Total media dollars spent on advertising have decreased over the last 30 years. e) Regardless of the message to be conveyed, newspapers are one medium that is appropriate for almost any circumstances.

Why is the headline of a print advertisement such a critical component of the copy? a) It determines the final layout design. b) It is often the only part of the advertisement that is read. c) It takes up the most space. d) It links the copy to the signature. e) It links the artwork to the signature.

___________ is communication in news story form about an organization or its products that is transmitted through a mass medium at no charge. a) Advertising b) Publicity c) Public relations d) Sales promotion e) Personal selling

___________ links the purchase of an organization's products to support of philanthropic organizations favored by the target market. a) Promotion b) Cause-related marketing c) Charity-related promotion d) Selective demand promotion e) Charitable nonprofit marketing

The verbal portion of adviertisment, including headlines, body, and signature is called

B. Copy

After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed by a) creating the advertising platform. b) determining the financial resources available. c) defining the advertising objectives. d) developing a media plan. e) creating an advertising message.

Companies use wikis as internal tools for teams working on projects requiring lots of documentation. a. True b. False

a. True

Which of the following statements applies to media planing

B. The message content affects the types of media used for an advertising campaign

An ad's ___________ is designed to attract readers' attention and develop interest so that they will read the entire advertisement. a) signature b) layout c) headline d) artwork e) subheadline

An advertisement from a ski lodge extolling the benefits of a summer getaway in the mountains uses promotion to a) combat competitive promotional efforts. b) stimulate demand. c) reduce sales fluctuations. d) encourage product trial. e) retain loyal customers.

The attitude toward the object model (known as the Fishbein model) consists of which three elements? Select one: a. Beliefs about product attributes, the strength of beliefs, and the evaluation of beliefs b. Intentions, beliefs about product attributes, and what others think c. Selecting, organizing, and interpreting information inputs d. Perception, motivation, and beliefs about product attributes e. Safety, social, and self-actualization

Beliefs about product attributes, the strength of beliefs, and the evaluation of beliefs

___ are web-based journals through which authors can editorialize and interact with other Internet users.

Blogs (web-logs)

Public Relations

Broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.

Which of the following is NOT an example of a producer market member? Select one: a. Buyers of services used for their operations of their organizations b. Buyers of finished products that intend to resell them for a profit c. Buyers of semifinished items used to make other products d. Buyers of raw materials e. Buyers of finished items used to make other products

Buyers of finished products that intend to resell them for a profit

A commercial for a weight-loss program that explains that the customer pays only one dollar for every pound he or she wants to lose but specifies in fine print that the cost of meals is extra exemplifies ____________ advertising. a) unfair b) illegal c) deceptive d) push e) pull

A common form of tactile communication in U.S. business activities is a) hugging. b) kissing. c) handshaking. d) eye contact. e) head nodding.

A major benefit of using event sponsorship is that it a) enhances personal selling efforts. b) provides excellent support for advertisements. c) can provide large amounts of free media coverage. d) is cost-free. e) neutralizes the effects of unfavorable public relations.

A major disadvantage of personal selling is that it a.) is not remembered as well by consumers as advertising messages are b.) cannot easily adjust the message to satisfy a customer's information needs c.) is very expensive per contact d.) does not provide immediate feedback e.) is not compatible with other promotional activities

An attempt to create a trend or acceptance of a product through word-of-mouth communication is called a) guerilla marketing. b) viral marketing. c) buzz marketing. d) personal publicity. e) conversational promotion.

As their meeting concludes, Jamal rises and thanks Gina for taking the time to come by and explain her firm's new line of industrial fasteners. A(n) ___________, which is a form of tactile communication, concludes the session. a) smile b) walk to the door c) handshake d) exchange of business cards e) pleasant good-bye

As they walk to the car, Erin Brandeis tells her sales representative, Joachin Perez, that they may need to modify the price structure they just presented to the prospect. Erin bases her statement on the way the prospect folded his arms when Joachin quoted him the prices on the new system. Joachin says he didn't notice. Erin recommends a book on ___________ communication to Joachin. a) tactile b) proxemic c) kinesic d) verbal e) signal

Before launching a new advertising campaign, marketers for Healthy Choice frozen dinners must determine the selling points that they want to include in the advertisements. The identification and organization of these selling points is called the a) advertising appropriation. b) objective-and-task approach. c) advertising platform. d) advertising objective. e) advertising budget.

Bowflex uses infommercials to demonstrate its fitness products and encourage customers to call and receive a free video with more information about its products. This promotional effort is directed at a) creating awareness. b) encouraging product trial. c) identifying prospects. d) stimulating demand. e) retaining loyal customers.

Brian and Tiffany are discussing the media plan for the opening of their new bar/laundromat called Soap and Suds. He tells her that while he agrees that __________ has tremendous impact, he does not feel that the upfront costs for such a campaign are in the modest budget that presently exists. a) radio b) outdoor c) television d) direct mail e) newspaper

Chris sees a television commercial for Arby's promoting its roast beef sandwiches at 5 for $5.95. Later that day he goes to the nearest Arby's for a roast beef feast, but is told that the special offer is not available at that location. Arby's seems to lack a) communication. b) promotional efforts. c) integrated marketing communications. d) channel capacity. e) coordinated awareness.

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of a) the vice president of sales. b) manipulation. c) promotion. d) information. e) sales promotion.

Companies tend to view promotion from many vantage points. Which of the following alternatives is most accurate? a) Promotion costs cause product costs to be higher. b) Promotion activities make up the bulk of marketing. c) The role of promotion is to stimulate product demand. d) Promotion should be directed toward numerous audiences. e) Most promotional efforts are performed through advertising.

Darcy presents an identification card at the supermarket checkout and has a microcomputer attached to her TV. Information from both of these is sent to a research facility. Darcy is providing a) family behavior recording. b) individual consumer jury. c) single-source data. d) advertisement exposure data. e) detailed market research.

During a one-minute television ad for Nike, the National Weather Service interrupts to announce a flash flood warning for surrounding counties. Such an occurrence is an example of ___________ in the communication process. a) encoding b) bad luck c) noise d) deflected transmission e) poor implementation

During the duration of an advertising campaign, Verizon Wireless ran television advertisements at a steady rate throughout the week and intensified its message with newspaper advertising in many major newspapers in the Sunday paper. Verizon Wireless used a(n)______ media schedule. a) flighting b) continuous c) pulsing d) alternating e) multimedia

Frequently, Burger King restaurants offer 32-ounce glasses depicting currently popular movie characters free with the purchase of a large drink. This example illustrates Burger King's use of which one of the following elements of the promotion mix? a) Packaging b) Personal selling c) Sales promotion d) Public relations e) Telemarketing

If State Farm Bank decided that it wanted to increase its number of bank customers by 10% in the coming year, it would most likely use the ______________ approach to advertising allocation. a) arbitrary b) competition-matching c) objective-and-task d) percent-of-sales e) percent-of-customer

If a consumer is shown a particular advertisement and asked if she has seen it before, a(n) _____ is being performed. a) pretest b) consumer jury test c) recognition test d) unaided recall test e) aided recall test

If children and teenagers are insisting on wearing expensive name-brand apparel, a criticism of promotion can be made that promotion a) forces people to spend too much. b) forces prices to go up. c) encourages materialism. d) creates needs. e) can be harmful.

In many instances the most appropriate way for a firm to cope with an event that leads to negative public relations is to a) discourage news coverage of the event. b) deny that the event occurred. c) facilitate news coverage of the event. d) hire a public relations firm. e) refrain from publicity that reports the event.

Jamba Juice offers its customers a stamp card that allows them to receive a free smoothie after they have filled an entire card. This is an example of _______ a.) free sample b.) rebate c.) frequent-user incentive d.) premium e.) consumer contest

Kinesic communication is an element in which type of promotional method? a) Advertising b) Public relations c) Personal selling d) Packaging e) Sales promotion

Matt was in a group considered to be actual or potential purchasers of a new mountain bike produced by Specialized. He and the other consumers were shown three different advertisements and asked to judge several dimensions of each one. Matt participated in a(n) a) posttest consumer group. b) panel of advertising experts. c) consumer jury. d) customer ad panel. e) ad preview group.

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called _________ a.) advertising b.) sales promotions c.) personal selling d.) target marketing e.) public relations

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is a) personal promotion. b) advertising. c) personal selling. d) public relations. e) individual promotion.

Procter & Gamble periodically sends out coupons and free samples of products like Downy fabric softener. This illustrates P&G's use of which of the following elements of the promotion mix? a) Advertising b) Personal selling c) Sales promotion d) Public relations e) Telemarketing

Product placement is the strategic location of products ___________ a.) in television commercials b.) in print advertisements c.) within entertainment media content d.) on billboards in busy intersections e.) on store shelves

Rachel is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio it will be important for her to a) use a high level of repetition. b) buy a really long time slot to get all the information in. c) be both informal and conversational in tone. d) use a quick speaker to attract attention to the commercial. e) say the restaurant's name and location three separate times.

Soft drink companies advertise that their products beat the competition in national "taste tests," and they refer to the rival brands by name. This type of advertising is best described as a) pioneer. b) competitive. c) comparative. d) defensive. e) selective.

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they a) cost too much. b) are illegal. c) are potentially harmful. d) do not last. e) are not competitive.

Sonya is watching the six o'clock news as she prepares dinner. As commercial breaks come on, Sonya's dinner preparation would be considered a) a communication inhibitor. b) feedback. c) noise. d) decoding blocker. e) interference.

Suppose that Toyota has decided to contract with the producer of the next James Bond 007 movie to use one of its new vehicles in a chase scene. This would best be an example of a) sales promotion. b) word-of-mouth promotion. c) product placement. d) viral marketing. e) publicity.

The Barrister's Deli decides to run advertisements for its lunch specials on a local FM radio station. Marketing research later reveals that the restaurant's target market listens primarily to satellite radio stations. This promotion program suffered from an error in the selection of a) shared symbols. b) targeted customers. c) communication channel. d) decoded meanings. e) noise minimizers.

The advertising department for the Pennzoil Corporation is working on a print advertisement for a new product. At this point, the layout contains a phrase to attract attention, an additional phrase to provide an explanation, an illustration to show the product, and a paragraph to explain the advantages and benefits of the product. What other important element should be included? a) Headline b) Subheadline c) Signature d) Artwork e) Body copy

The cost of _____ is usually substantially lower than the cost of _____. a) stimulating primary demand; stimulating selective demand b) identifying prospects; encouraging product trial c) retaining existing customers; acquiring new customers d) comparative advertising; pioneer promotion e) personal selling; public relations

The cost of _________ is usually substantially lower than the cost of ________. a.) stimulating primary demand; stimulating selective demand b.) identifying prospects; encouraging product trial c.) retaining existing customers; acquiring new customers d.) comparative advertising; pioneer promotion e.) personal selling; public relations

The first stage in the development of any advertising campaign is a) creating the message. b) setting the budget. c) identifying the advertising target audience. d) defining the advertising objectives. e) creating the advertising platform.

The maker of Huggies diapers is developing a media plan that involves trying to expose its target audience to its new advertisement about ten times. This is advertising a) reach. b) repetition. c) frequency. d) targeting. e) exposure.

The most effective method of determining platform issues is to use a survey of a) personnel within the firm. b) individuals at the advertising agency. c) customers. d) marketers in the industry. e) advertising experts.

The percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period of time is the definition of a) frequency. b) exposure. c) reach. d) targeting. e) push.

The public relations department at Lowe's Home Improvement submits one page of typewritten copy to national newspapers and news web sites to announce its one-day, nationwide clean-up-local-parks event. This is an example of a a) feature article. b) public update. c) news release. d) media bulletin. e) publicity stunt.

The target audience for an advertising campaign is the a.) information base on which to develop the campaign b.) geographic distribution of persons c.) people toward whom the advertisements are directed d.) overall goal of the advertising campaign e.) sales objective to be achieved by the campaign

The target audience for an advertising campaign is the a) information base on which to develop the campaign. b) geographic distribution of persons. c) people toward whom the advertisements are directed. d) overall goal of the advertising campaign. e) sales objective to be achieved by the campaign.

Toyota's television advertisements for the new Venza are examples of a) publicity. b) institutional advertising. c) product advertising. d) comparative advertising. e) pioneer advertising.

What type of advertising points out a brand's features and advantages that fit consumers but may not be available in other brands? a) Reminder b) Reinforcement c) Competitive d) Defensive e) Institutional

When Volvo's advertising campaign mentions the Volvo CX60 has the highest safety rating of any European sedan, it is using _____ advertising. a.) reminder b.) reinforcement c.) competitive d.) defensive e.) institutional

When a company promotes its position on a public issue, this is specifically referred to as ______ advertising. a) institutional b) product c) advocacy d) issue e) competitive

When a marketer makes an effort in promotion to point out the strengths and benefits of a specific brand, it is an attempt to build _________ demand. a) primary b) secondary c) selective d) economic e) competitive

When developing an advertising campaign, benchmarks need to be included in the a) campaign platform. b) evaluation of the advertising effectiveness. c) statement of advertising objectives. d) media plan. e) budget.

Which is the best example of noise that originates with the receiver in the communication process? a) Sarah drives through a tunnel, and her radio signals become very weak. b) Maria has been studying English for two years and does not understand the symbolism being used in a commercial. c) Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness. d) Because of poor printing, Claire cannot read an advertisement in her local newspaper. e) A mother fails to hear a new commercial for diapers because her new baby is crying.

Which of the following is not an integrated communications tactic used by Toyota? a) word-of-mouth communication b) advertising c) publicity d) personal selling e) sales promotion

Which of the following lists forms of competitive advertising? a) Pioneer, comparative, reminder b) Reminder, repetitive, reinforcement c) Comparative, reminder, reinforcement d) Institutional, product, comparative e) Product, pioneer, reminder

____ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists. a) Public relation firms b) Media companies c) Advertising agencies d) Production companies e) Promotion experts

_____ is anything that reduces an integrated marketing communication's clarity and accuracy. a.) feedback b.) channel capacity c.) noise d.) communication channel e.) coding process

______ provide businesses with copywriters, artists, production coordinators, media experts, researchers, and other highly skilled specialists a.) public relation firms b.) media companies c.) advertising agencies d.) production companies e.) promotion experts

Connectivity is the use of digital networks to provide linkages between information providers and users. a. True b. False

a. True

the coordination of promotion and other marketing efforts for maximum information and persuasive impact defines

integrated marketing communication

___ of Forrester Research developed a classification system to help marketers understand what kind of technology users their target markets are.

Charlene Li and Josh Bernoff

Proxemic Communication

Communicating by varying the physical distance in face-to-face interactions. Less obvious form of communication used in personal selling.

Kinesic Communication

Communicating through the movement of head, eyes, arms, hands, legs, or torso (i.e. winking, head nodding, hand gestures, and arm motions).

Tactile Communication

Communicating through touching (i.e. handshaking). Less popular in the U.S. than in many other countries.

Promotion

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and accept its products.

The Role of Promotion

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products

Tactile

Communication through touching

A targeting strategy in which an organization targets a single market segment using one marketing mix is called a(n) ____ strategy. Select one: a. differentiated b. selective c. concentrated d. undifferentiated e. focused

Concentrated

Lil Angels Kids Spa offers various treatments designed to appeal to the younger customer. Treatment options include manicures, pedicures, facials, tea parties, and dress up photos. Parents can even purchase a birthday party package. Currently, Lil Angels offers its services only to girls under the age of 14. Originally begun in Delaware, Lil Angels is considering opening its spa/salons in other parts of the country and is planning to expand its offerings to girls aged 14 to 17. The company realizes that some changes may be needed. For example, management wants to find out if the older girls will be interested in their birthday party and tea party services. Refer to Scenario 6.1. Lil Angels Kids Spa is currently using a(n)____ targeting strategy. Select one: a. concentrated b. selective c. undifferentiated d. differentiated e. exclusive

Concentrated

Characteristics of E-Marketing: ___ keeps customers and businesses connected with each other.

Connectivity

publicity

non-personal communication in a news-story form about an organization, its products or both

___ is important to marketers; online forums can be a good place to gather consumer feedback.

Consumer feedback

Electronic Word of Mouth

Consumers tend to trust Internet reviews posted by other consumers, making sites such as Yelp an important tool for investigating new products or businesses.

Characteristics of E-Marketing: ___ refers to consumers' ability to regulate the information they receive via the Internet.

Control

____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. Select one: a. Interactivity b. Accessibility c. Connectivity d. Control e. Addressability

Control

Coding Process (or Encoding)

Converting meaning into a series of signs or symbols representing ideas or concepts.

Decoding Process

Converting signs and symbols into concepts and ideas

Decoding Process

Converting signs or symbols into concepts and ideas.

Integrated Marketing Communications

Coordination of promotion and other marketing efforts for maximum information and persuasive impact

Integrated Marketing Communications

Coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers.

8 Promotional Objectives

Create awareness, Stimulate demand, Encourage product trial, Identify prospects, Retain loyal customers, Facilitate reseller support, Combat competitive promotional efforts, Reduce sales fluctuations

In the sales process, sales support personnel aid in selling but are more involved in locating prospects, educating customers, building goodwill for the firm, and providing follow-up services. Which of the following is not normally considered a common category of support personnel?

Creative salesperson

Kent works in the public relations department of his company. He sends a news release about a new product offering to several newspapers and television stations. Kent knows from past experience that even when the media use his news releases, they often release the information at inopportune times. They will also sometimes cut out what Kevin believes are the most important points to make the news fit. However, Kent accepts these disadvantages because free publicity offers the advantage of

Credibibility

______ is a term that refers to the use of digital media to obtain opinions on the needs of potential markets

Crowdsourcing

A content analysis of an organization's messages, readability studies, and readership surveys are all tools used to conduct a(n) a) consumer survey. b) public relations audit. c) environmental audit. d) communications audit. e) social audit.

A marketer that wanted to include detailed information in advertisements would most likely use a) radio. b) television. c) outdoor displays. d) magazines. e) mass transit.

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads run is known as a) continuous. b) skipping. c) pulsing. d) flighting. e) intervals.

A single page of typewritten copy that has 300 words or less and describes a company event or product is called a a) press story. b) feature article. c) captioned paragraph. d) news release. e) publicity bulletin.

All of the following are examples of publicity-based public relations tools except a) press conferences. b) feature articles. c) news releases. d) annual reports. e) news stories.

An activity and/or material that offers added value or incentive to resellers, salespeople, or consumers is a) advertising. b) personal selling. c) public relations. d) sales promotion. e) packaging.

An ad for a multivitamin that claims, "We still bring you everything you need to get through your day in one vitamin," would most likely be considered ______ advertising. a) reinforcement b) competitive c) comparative d) reminder e) institutional

An evaluation performed before an advertising campaign begins is a a) consumer exam. b) posttest. c) recognition test. d) pretest. e) recall test.

Belinda works for Burger King and her responsibilities include maintaining favorable relationships between the organization and its stakeholders. Belinda works in a) sales. b) advertising. c) human resources. d) public relations. e) imaging.

Sony Corporation has a particular approach for determining its advertising appropriation. A problem with this technique, however, is that the people in the marketing department have difficulty estimating the level of effort needed to achieve certain goals. This problem is characteristic of the __________ approach. a) reliable-appropriation b) match-competition c) arbitrary d) objective-and-task e) percent-of-sales

Brittany is choosing the type of media for a new promotional campaign for Halls cough drops. She knows that each type of media has both benefits and disadvantages. She is considering the internet as a form of media. Which of the following is NOT a disadvantage of the internet as a promotional medium? a.) costs of precise targeting are high b.) effects of promotion can be difficult to measure c.) there are concerns about privacy d.) the message must be short and simple e.) there are concerns about security

Claire Nevsky is in charge of advertising for her company and has produced a 30-second television spot to promote one of the company's new products. One of her assistants just out of college believes that the commercial has too much visual and audio information packed into such a small amount of time. The assistant is specifically concerned about limits in the receiver's a) noise. b) coding process. c) encoding. d) channel capacity. e) feedback.

Cooperative advertising efforts between manufacturers and retailers demonstrate the promotional objective of a) stimulating demand. b) reducing sales fluctuations. c) combating competitive promotional efforts. d) facilitating reseller support. e) retaining loyal customers.

During the introduction stage of the product life cycle, which type of promotion would a firm focus on? a) Reminder b) Competitive c) Comparative d) Pioneer e) Repetitive

First Union Bank airs a series of radio ads that claim, "We are the friendly bank." This campaign would best be described as __________ advertising. a) pioneer b) target c) product d) institutional e) comparative

Generally, promotion mixes for companies with extremely limited promotional budgets tend to concentrate on a) advertising. b) publicity. c) sales promotions. d) personal selling. e) distributor incentives.

If State Farm were to decide that its previous method of appropriating the advertising budget was ineffective, it could decide to allocate 2 percent of its total annual sales to advertising. However, one problem with this method is that a) it makes the bookkeeping too difficult. b) it is tied too closely to sales forecasts. c) a sales decline leads to an increase in the advertising appropriation. d) a drop in sales would cause a drop in the advertising budget. e) competitors may have different advertising objectives.

If a firm's promotional budget were extremely limited, for which of the following reasons would it be more likely to rely on personal selling as its main promotional tool? a) People are more likely to believe a human being than a print ad. b) TV and radio ads are not feasible for smaller companies. c) It can achieve more sales through business customers than through individual consumers. d) It is easier to measure a salesperson's effects on sales than advertising's effects on sales. e) The firm is charging a higher price to cover the expensive salaries of its salespeople.

If an advertising campaign is aimed at increasing brand awareness and consumers' knowledge of a product's features, the advertising objective should be stated in terms of a) market share. b) dollar sales. c) unit sales. d) communication. e) long-run goals.

If the ads include both the Venza and the Ford Edge, they would be examples of a) institutional advertising. b) public relations. c) product advertising. d) comparative advertising. e) competitive advertising.

In 2008, Cal Ripken, Jr. and State Farm teamed up to promote State Farm's national teen driver safety program. The marketing division at State Farm produced a one-page document that described the partnership, which was then published in several national newspapers and on the internet. The document from State Farm is an example of ______, while the publication in the newspapers is an example of _________. a) public relations; publicity b) public relations; a news release c) publicity; advocacy advertising d) a news release; publicity e) publicity; a news release

In order for customers to receive greater customization and service, they must be willing to a) pay high prices for standard goods. b) give up all their rights to privacy. c) use the Internet for communication with companies. d) give information about themselves and their tastes. e) spend significant amounts of time to purchase products.

In the Gillette advertisement that claims, "Gillette, the best a man can get," Gillette is the communication a) receiver. b) transmitter. c) decoder. d) source. e) noise.

Jake, a sales representative is returning from a week on the road. One of his activities this week is to develop _______, which are designed to identify the customers called on and to present detailed information about interaction with those clients. a.) sales invoices b.) feedback notices c.) expense notices d.) call reports e.) recall files

Measuring effectiveness during a campaign is usually accomplished by using a) pretests. b) posttests. c) consumer juries. d) inquiries. e) sales force surveys.

One way for a company to measure the effectiveness of its publicity-based public relations efforts is to a) tabulate the equivalent in advertising dollars if the time and space were purchased. b) ask for return of reply cards. c) calculate market share increase. d) count the number of exposures in the media. e) conduct an environmental audit of media alternatives.

Pioneer promotion is most likely to be used during the _____ stage of the product life cycle. a) maturity b) decline c) growth d) introduction e) presentation

Promotion helps consumers because it a) costs billions of dollars each year, which stimulates the U.S. economy. b) always stresses wholesome values, which benefits society. c) persuades consumers to make the right choices. d) informs consumers and places them in a position to specify the products that they seek. e) tends to be informative and not persuasive.

Radio and television signals as well as ink on the paper of a magazine or newspaper are all considered a) noise. b) communication links. c) communication resources. d) communication channels. e) decoding sources.

Since Whizz is a new product, which of the following promotional methods would you least recommend? a) magazine ads. b) viral marketing. c) television commercials. d) a price-reduction sales promotion. e) public relations.

Suppose State Farm Insurance stated, "We want our advertising to increase our customer base for home and automobile insurance 10 percent by the end of the fiscal year." This would be considered a(n) a) target audience goal. b) advertising platform. c) percent-of-sales approach. d) advertising objective. e) media plan goal.

Suppose Toyota also offered the dealership salespeople a trip to Hawaii for anyone who could sell ten of the new vehicles within the first month they were available? This tactic would be an example of _____ marketing, while the TV commercials described above would be an example of ________ marketing. a) pull; push b) personal selling; push c) pull; sales promotion d) push; pull e) personal selling; sales promotion

Th2e main problem with using the objective-and-task approach to setting an advertising budget is that a) sales create advertising rather than advertising creates sales. b) it often results in overspending or underspending of the firm's resources. c) it does not achieve full potential in terms of stimulating demand. d) the marketer may experience difficulty when trying to estimate accurately the level of effort needed to achieve goals. e) it is difficult to determine the objectives of the campaign.

The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of a) sales promotion. b) advertising. c) personal selling. d) publicity. e) kinetic communication.

The University of Iowa runs a series of ads throughout the Midwest on how friendly and helpful its faculty, staff, and students are as well as how outstanding its academic programs are. This type of promotion would best be characterized as a) public relations. b) product advertising. c) advocacy advertising. d) institutional advertising. e) comparative advertising.

The last stage in the development of any advertising campaign is a) creating the advertising platform. b) developing the media plan. c) creating the advertising message. d) evaluating the effectiveness of advertising. e) defining the advertising objectives.

The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing __________ for the campaign. a) the target audience b) a budget c) a media plan d) objectives e) advertising directives

The physical arrangement of the illustration, headline, subheadline, body copy, and the signature is called the a) artwork. b) copy. c) art design. d) layout. e) storyboard.

The three general types of media schedules are a) pulsing, beating, and continuous. b) short, medium, and long-term. c) morning, afternoon, and evening. d) pulsing, continuous, and flighting. e) light, heavy, and alternating.

Threatt Production makes low-priced, convenience products that are widely available. It is most likely to focus its promotion efforts on a) public relations. b) personal selling. c) viral marketing. d) advertising. e) sales promotion.

To gain maximum benefit from promotional efforts, marketers must strive to a) become directly involved rather than indirectly involved. b) obtain information about the marketing environment through their MIS. c) realize the needs of their target market and try to meet them. d) properly plan, implement, coordinate, and control communications. e) use promotion during the growth stage of the product's life cycle.

Toyota's act of giving the opinion leaders a new vehicle for two weeks is best described as an example of a) advertising. b) personal selling. c) sales promotion. d) buzz marketing. e) push marketing.

What is the primary justification marketers use for conducting recognition and recall tests? a) Researchers find that recalling an advertisement has a strong link to purchasing a product. b) People have unfavorable views of advertising and are unlikely to purchase advertised products. c) Consumers tend to enjoy participating in these tests and are likely to purchase the products as a result. d) People are more likely to buy a product they have seen advertised than one they have not seen advertised. e) There is a strong link between advertisement recall/recognition and word-of-mouth communication.

When Hershey Dark Chocolate Kisses were introduced, Hershey promoted directly to consumers and told them to ask for the product at their favorite stores. This is an example of a _________ policy. a) reseller promotional b) push c) customer promotional d) pull e) channel promotional

When a copywriter and an artist combine the copy with the visual material for a television commercial, it usually is done through use of a a) parallel format. b) commercial layout. c) layout procedure. d) storyboard. e) visual-impact process.

When encoding the message, the source should use signs that have a) new and exciting meanings. b) different meanings to different people. c) contemporary jargon. d) meanings that the target market will understand. e) broad interpretations.

When using the percentage-of-sales approach for determining the advertising appropriation, marketers a) base their funding on a percentage of the competitors' sales. b) multiply the firm's past sales by a set percentage they want to spend. c) set sales objectives for the upcoming period and base appropriations on these goals. d) multiply the firm's past sales plus a factor for expected changes in sales times a standard percentage. e) use an industry standard to determine what percentage of their profits they want to allocate to advertising.

Which of the following is the best example of the promotional objective of combating competitive promotional efforts? a) Joy advertises that its dish soap has more suds than Dawn, Sunlight, and other leading dish soaps. b) Joe Boxer and Kmart collaborate to promote Joe Boxer's lines of clothing and housewares. c) The Pork Council advertises pork as the "other white meat" and a healthier alternative to beef. d) After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks. e) Hyundai offers 10-year/100,000 mile warranties on its vehicles in order to give customers confidence in its brand name and automotive offerings.

Which of the following types of promotion informs potential customers about a product and what it is? a) Reminder b) Competitive c) Comparative d) Pioneer e) Repetitive

Which promotion mix ingredient costs considerably more than advertising to reach just one person but can provide more immediate feedback? a) Publicity b) Sales management c) Sales promotion d) Personal selling e) Public relations

Why should a benchmark statement be included in advertising objectives? a) Shareholders want to see where a company is in relation to competition. b) It is useful in determining whether retailers have increased their sales over the year. c) It gives an indication of how the advertising message is best presented. d) Without a reference point, it is difficult to determine to what degree objectives have been accomplished. e) Objectives become more easily attainable when such a statement is included.

___________ is a broad set of communication activities used to create and maintain favorable relations between the organization and its stakeholders. a) Advertising b) Selling c) A press strategy d) Public relations e) Publicity

laws, government regulations, and industry self-regulation _________ deceptive promotion. a.) have done nothing to decrease b.) have caused an increase in c.) have eliminated all d.) have helped decrease e.) have created new forms of

Amos works as a manager in the marketing department of a pharmaceutical firm. The time has come to develop sales forecasts for the next year. This year the company wants to increase the reliability of the sales forecast. Amos was asked to participate in this process because of his extensive market knowledge. He joins a group of other experts in the area. Individuals in Amos's group all submit their own forecasts. These forecasts are then averaged, and the results are given back to the group so they can refine them. The intent is to reach a consensus by working separately on these forecasts. What type of forecasting technique is this? Select one: a. Executive judgment b. Time series analysis c. Random factor analysis d. Delphi technique e. Regression analysis

Delphi technique

Primary Demand

Demand for a product category rather than for a specific brand of product.

Selective Demand

Demand for a specific brand.

Comcast uses a segmentation strategy for its cable TV packages based on market characteristics such as age, gender, or income. Which of the following category of segmentation variables is Comcast using? Select one: a. Product-related b. Behavioristic c. Geographic d. Demographic e. Psychographic

Demographic

___ uses digital media to develop communications and exchanges with customers

Digital marketing

___ are electronic media that function using digital codes

Digital media

___ can be great resources for conducting market research, gathering information about consumers, and asking customers about their preferences.

Digital media

___ help to level the playing field between large and small companies, as both have access to the same sites and the same information.

Digital media

Which of the following is not normally considered a type of advertising?

Direct advertising

Wag is a service similar to Uber in that it uses an app and promotes the sharing economy concept. Dog owners can use the app to contact independent contractors, who will travel to the dog's home and take it for walks, usually while the dog's owner is away. Users often pay the dog walkers tips. However, they receive the benefit of not having to worry about their pet getting exercise. This service capitalizes on which variable of the e-marketing mix? Select one: a. Product b. Distribution c. Pricing d. Promotion e. Digital media

Distribution

1) The Internet is a new distribution channel that helps businesses increase efficiency. 2) Processing orders electronically reduces inefficiencies, costs, and redundancies while increasing speed. 3) Shipping times and costs are an important element in attracting customers. 4) Walmart and other retailers now offer "site to store" services that allow customers to eliminate paying for shipping and pick up orders in the nearest store. 5. Distribution involves a push-pull dynamic, with companies pushing to get products to consumers and channel members pulling to find one another.

Distribution Considerations

A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of a) encouraging product trial. b) retaining loyal customers. c) stimulating demand. d) creating awareness. e) identifying prospects.

A major reason why a substantial amount of publicity material is rejected by media personnel is that the material is a) too long. b) written at too high a reading level. c) submitted by organizations that the media do not like. d) not persuasive enough. e) not newsworthy.

A sharing of meaning defines a) promotion. b) information. c) noise. d) interference. e) communication.

A spokesperson for Mott's apple juice encourages television audiences to use its juice in the winter by serving it hot with a cinnamon stick. In this instance, Mott's is using promotion to a) stimulate primary demand. b) offset competitors' promotional efforts. c) facilitate reseller support. d) retain loyal customers. e) reduce sales fluctuations.

Advertisements such as the one proposed above for the Camry and hybrid SUVs, are most likely an example of a) product advertising. b) comparative advertising. c) competitive advertising. d) institutional advertising. e) reminder advertising.

Advertising agencies typically receive a) large fees from the companies whose ads they develop and place. b) a 15 percent commission from the company whose product they are helping advertise. c) a 10 percent commission from the advertising company and 10 percent from the media they use. d) a 25 percent commission paid by the media from which it makes purchases. e) a 15 percent commission paid by the media from which it makes purchases.

After the advertising budget is determined, the next step in creating an advertising campaign is a) creating the advertising message. b) creating the advertising platform. c) evaluating the advertising objectives. d) executing the campaign. e) developing the media plan.

Although a radio announcer can read several hundred words a minute, a one-minute advertising message should not exceed 150 words because most announcers cannot articulate words into understandable messages at faster rates. This illustrates the ___________ consideration in effective communication. a) transmission load b) feedback c) encoding d) noise e) channel capacity

An advantage of the arbitrary approach for determining the advertising appropriation is that it is a) objective. b) unique. c) profitable. d) effective. e) Expedient.

Anything that reduces the accuracy and clarity of communication is called a) distraction. b) feedback. c) interference. d) discordance. e) noise.

As Will Marcum reads the copy for South Beach Hotel's upcoming magazine ad in Southern Living, he worries that no one will spend the time to read all the details of the facilities his resort has to offer. Wanting to have the greatest impact, Will focuses his creative efforts on the a) copy. b) body. c) text. d) signature. e) headline.

Communication through the use of brochures, annual reports, event sponsorships, and news stores is referred to as a) advertising. b) personal selling. c) sales promotion. d) publicity. e) public relations.

Danielle Robinson, account representative for EXpert Advertising, tells D'Orazio Tile Products that she is proposing to use 5 full-page, four-color ads in home-decorating magazines to achieve an increase in consumer and builder inquiries of 15 percent. This approach is an example of which of the following methods of determining advertising expenditure levels? a) Competitive parity b) Percent of sales c) Arbitrary d) Affordability e) Objective-and-task

Each communication channel has a limit on the volume of information it can handle effectively. This limit is called a) transmission load. b) feedback. c) encoding. d) noise. e) channel capacity.

Factors such as climate, seasons, and holidays tend to lead to the promotional objective of a) combating competitive promotional offers. b) facilitating reseller support. c) encouraging product trial. d) retaining loyal customers. e) reducing sales fluctuations.

Generally, in small firms, ___________ create(s) and implement(s) advertising campaigns. a) an advertising agency b) a group of multiskilled managers c) an advertising department d) freelance specialists e) one or two individuals

If FedEx-Kinko's decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx-Kinko's would likely be striving to practice a) one-stop shopping. b) more expertise. c) pioneer promotional efforts. d) competitive promotional programming. e) integrated marketing communications.

If Target were to base its advertising appropriation on the amount that WalMart spends, it would be using the ______ approach. a) objective-and-task b) percent-of-sales c) industry-standard d) arbitrary e) competition-matching

There are many kinds of chain retail stores, which of the following is not usually considered a chain retailer?

Pop-up stores

If during an advertising campaign a certain portion of advertising runs continuously, and then during specific periods additional advertising is used to intensify the level of communication, a(n) ______ media schedule is being used. a) beating b) alternating c) flighting d) continuous with emphasis e) pulsing

If researchers at Merck Pharmaceuticals develop a cure for prostate cancer, the best way to announce this to the public and get wide media coverage would be through a a) captioned paragraph. b) press release. c) feature article. d) sponsorship. e) press conference.

Julie Reese is working on developing a magazine advertisement for Curves For Women, the ladies' fitness chain. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the a) storyboard. b) artwork. c) copy. d) presentation. e) layout.

Kohl's, a department store featuring clothing and housewares, communicates in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called a) news reporting. b) public relations. c) mass communications. d) free advertising. e) publicity.

Mike Stevens wonders whether the creative idea of using the character "Tom T. Turtle" as an image for marketing a new line of running shoes will be successful. He should suggest to his account representative that a(n) __________ be used to pretest the campaign. a) storyboard b) survey c) experiment d) GSR test e) consumer jury

Newspaper ads for Blue Haven Pools offering discounted prices during October are examples of which of the following uses of promotion? a) Retaining loyal customers b) Promoting new product uses c) Making salespeople more effective d) Stimulating primary demand e) Reducing sales fluctuations

Organizations that sell products to industrial markets or a few wholesalers tend to focus their promotion efforts on a) advertising. b) word-of-mouth communication. c) public relations. d) sales promotion. e) personal selling.

Personal selling goals include finding prospects, convincing prospects to buy, and a.) monitoring new products being developed b.) being aware of competitors' sales activities c.) seeking one-sale customers d.) avoiding repeat transactions e.) keeping customers satisfied

Reinforcement advertising is primarily targeted at a) new potential target markets. b) users of competitors' brands and products. c) anyone who uses that type of product. d) all the stakeholders of an organization. e) the current users of a particular product.

Sara Dickson is concerned about the effectiveness of Magnum, Inc.'s promotional messages, and is seeking an approach with immediate feedback. Sara is most likely to achieve this through a) television advertising. b) newspaper advertising. c) public relations. d) sales promotion. e) personal selling.

The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the a) advertising objectives. b) target audience objectives. c) media plan. d) advertising message. e) advertising platform.

The basic promotional objective underlying a magazine advertisement with a direct-response information form that requests the reader to complete and mail the form to receive additional information is to a) retain loyal customers. b) facilitate reseller support. c) reduce sales fluctuations. d) stimulate primary demand. e) identify prospects.

The effectiveness of an advertising campaign can be measured a) only after the campaign has been carried out completely and results have been tabulated. b) only before the campaign begins, to prevent unnecessary expenditures. c) during the campaign to determine whether more or less funds should be allocated, but not after the campaign. d) several weeks after the beginning of the campaign to determine whether the campaign is headed in the right direction. e) before, during, and after the campaign through the use of pretests, inquiries, and posttests.

The last stage in the development of any advertising campaign is a.) creating the advertising platform b.) developing the media plan c.) creating the advertising message d.) defining the advertising objectives e.) evaluating the effectiveness of advertising

The limitations in using publicity-based public relations tools stem primarily from the fact that a) marketers alter the length of publicity releases. b) publicity is never properly managed by media personnel. c) media personnel consider only unfavorable messages as newsworthy. d) it is time-consuming to convince media personnel that the information is newsworthy. e) media personnel control the content of the communication.

The makers of Whizz considered a new promotional method for their product. A small box of Whizz was placed in the mailbox of college students as they came on campus in the fall. Along with the Whizz, the students received a coupon for $1.00 off their next purchase. They could receive another coupon for $3.00 off if they went online and emailed five friends at another college, telling them about Whizz. The friends could then go to a website and print a coupon for $2.00 off their next purchase. The sample boxes given to the college students are an example of ______, while the emails to the five friends are an example of _____. a) sales promotion; advertising b) sales promotion; personal selling c) publicity; sales promotion d) viral marketing; sales promotion e) sales promotion; viral marketing

The primary goal of a media planner is to a) choose the best commercial spots available. b) develop a message that works well with the firm's target market. c) achieve the appropriate message reach and frequency. d) use a wide variety of media to ensure the entire target audience is exposed. e) reach the largest number of people in the target market within the budget constraints.

The step in developing an advertising campaign that directly precedes campaign execution is a) defining advertising objectives. b) creating the advertising platform. c) evaluating advertising effectiveness. d) developing a media plan. e) creating the advertising message.

The two main reasons for criticism of promotional activities are that promotion a) has some flaws, and it is deceptive. b) is deceptive, and it causes prices to rise. c) pervades our daily lives, and it creates needs in us. d) creates needs in us, and it encourages materialism. e) has some flaws, and it pervades our daily lives.

The vehicle through which the coded message is transmitted from the source to the receiver is called a(n) a) coder. b) decoder. c) encoder. d) relay channel. e) communication channel.

To announce its development of a solid fuel titanium rocket for the U.S. missile defense system, Unijet management feels it needs to get wide media coverage. Under these circumstances, which of the following would be its best alternative? a) Captioned photograph b) Feature article c) Editorial letters d) Television advertisement e) Press conference

When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using a) competitive advertising. b) public relations. c) product advertising. d) public service awareness. e) advocacy advertising.

When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is attempting to build a) primary demand. b) pioneer promotion. c) prospects. d) brand awareness. e) selective demand.

When Yoplait Yogurt gives a portion of its profits to Breast Cancer Research, it is using a) promotion. b) integrated marketing communications. c) charity marketing. d) charitable promotion. e) cause-related marketing.

When a salesperson varies the physical distance between himself and a customer he is using a) kinesic communication. b) personal selling. c) tactile communication. d) comfort relations. e) proxemic communication.

When respondents are shown a list of various products, brands, and company names and then asked about advertisements they have seen lately, researchers are conducting a(n) a) unaided recall test. b) pretest. c) recognition test. d) aided recognition test. e) aided recall test.

Which of the following is not a public relations tool? a) Feature article b) Company magazine c) News release d) Annual report e) Product sample

_____ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders. a) Stakeholder management b) Personal selling c) Integrated marketing communications d) Sales promotion e) Public relations

1) Basic Internet literacy is rising all over the world, making it a good way to reach global consumers. 2) Most businesses now find it necessary to use digital marketing to grab and maintain market share. 3) Digital media can help businesses streamline their organizations and offer new benefits and convenience to consumers.

E-Marketing Strategy

Advertising companies usually receive

E. A 15 percent commission paid by the media from which it makes purchases

___ refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital media and digital marketing.

Electronic marketing, or e-marketing

Using cutting-edge technology in association with social networks and blogs in order to assist in workplace connections is referred to as

Enterprise 2.0

Joann and Rachel are searching for an apartment. They will most likely engage in which one of the following forms of decision making? Select one: a. Routinized response behavior b. Limited decision making c. Extended decision making d. Impulse buying e. Intensive response behavior

Extended decision making

Sonic communicates with its customers through ____, which is the most popular social networking site in the world.

Facebook

To have some of its cereals highlighted in an advertisement mailed out by Kroger grocery stores, Kellogg agreed to pay a portion of Kroger's costs associated with the advertising mailer. Kellogg's payment is designed to

Facilitate reseller support

A news story about a product is an example of promotion

False

If a restaurant known for its delicious food and fun entertainment , does not serve alcohol its displaying advocacy advertising

False

Salespersons perception of brand advertising is negatively related to their effort and performance

False

Wholesalers do not engage in selling to reseller, government

False

Due to consumer concerns over privacy, the ____ is considering regulations that would limit the amount of consumer information that marketers can gather online

Federal Trade Commission

Due to consumer concerns over privacy, the _______ is considering regulations that would limit the amount of consumer information that marketers can gather online

Federal Trade Commission

Crate and Barrel uses ________ to market themselves visually by displaying snapshots of company events, staff, and products.

Flickr

______ is a popular photosharing site on the Internet.

Flickr

pioneer advertising

Focuses on stimulating demand for a product category (rather than a specific brand) by informing potential customers about the product's features, uses, and benefits. Sometimes marketers will begin advertising a product before it hits the market. Product advertising that focuses on products before they are available tend to cause people to think about the product more and evaluate it more positively. Pioneer advertising is also employed when the product is in the introductory stage of the product life cycle.

Management at More Hands Maid Service is concerned that it maintains a high level of service for its business accounts. How should the firm monitor the level of service these customers receive? Select one: a. Specify service uniformity. b. Develop a code of service. c. Formally survey customers. d. Stress truthfulness with employees. e. Set service objectives.

Formally survey customers

public relation objective

Generate publicity, educate, inform, sponsorships, philanthropy, lobbying, corporate communication, and multiple stakeholders.

Percent-of-sales approach

In the more widely used approach, marketers simply multiply the firm's past sales, plus a factor for planned sales growth or decline, by a standard percentage based on both what the firm traditionally spends on advertising and the industry average. This approach has a major flaw as well: It is based on the incorrect assumption that sales create advertising rather than the reverse. Though illogical, this technique has been favored because it is easy to implement

Which of the following is not normally thought of as an objective of a sales promotion?

Increasing international sales

Organization's Marketing Information System

Information about customers and marketing environment forces, Integrated marketing communications plan, Customers, Feedback

The Coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines

Integrated marketing communications

What level of market coverage is typically used for products like Honest Tea beverages?

Intensive distribution

Characteristics of E-Marketing: ___ allows customers to express their needs and wants directly to the firm in response to its communications, in contrast to the one-way communications of traditional marketing media.

Interactivity

The ___ allows marketers to communicate with consumers, reach new markets, and target markets more precisely. (this is important for e-marketing)

Internet

To fulfill its mission of democratizing organics, Honest Tea must source products and ingredients from around the world to produce its beverages. Which of the following physical distribution activities is especially important in overseeing all those items so as to reduce storage, shipping, and other costs?

Inventory management

The Alphabet Corporation, best known for its Google search engine, is a prime example of a multinational enterprise. With this in mind, which of the following would most accurately characterize Alphabet's operations? Select one: a. It has operations or subsidiaries in many different countries. b. It would not expect its foreign operations to share the same goals as the parent firm. c. It places most of its emphasis on profits generated in foreign countries. d. It follows a strategy of market globalization. e. It does not concern itself with differences in markets around the world.

It has operations or subsidiaries in many different countries

________ that can allow almost real-time measurement and evaluation should be embedded at the onset of a social media strategy. Select one: a. Strategic performance indicators b. Google Analytics c. Key performance indicators d. Click-through rates e. Hashtags

Key performance indicators

________ that can allow almost real-time measurement and evaluation should be embedded at the onset of a social media strategy. Select one: a. Strategic performance indicators b. Hashtags c. Key performance indicators d. Google Analytics e. Click-through rates

Key performance indicators

Frank's Furniture Imports, Inc. imports children's bedroom furniture from China and sells it wholesale to furniture retailers. What kind of wholesaler is this business?

Limited-line wholesaler

Which of the following sales forecasting techniques would generally be most suitable for estimating sales of a new product? Select one: a. Regression methods b. Customer surveys c. Executive judgment d. Market tests e. Time series analysis

Market tests

Which of the following statements is not true about recruiting and training a sales force?

Marketers agree on a generally accepted set of traits for being an effective salesperson.

Competition-matching approach

Marketers try to match their major competitors' appropriations in absolute dollars or to allocate the same percentage of sales for advertising that their competitors do. This technique should not be used alone because the firm's competitors probably have different advertising objectives and resources available for advertising

Which of the following is not a current goal of integrated marketing communications?

Mass-media advertising

Through each stage of the distribution process, products are normally moved from one point to another. Which of the following is concerned with reducing the number of times a product is handled?

Materials handling

Internet sites that allow users to share photos, videos, and podcasts are called which of the following? Select one: a. Media-sharing sites b. Wikis c. Video-sharing sites d. Virtual sites e. Photo-sharing sites

Media-sharing sites

reminder advertising

Tells customers that an established brand is still around and still offers certain characteristics, uses, and advantages

Brown Dog Cycles creates sleek and modern bicycles for commuters and cycling enthusiasts using the latest materials such as carbon fiber frames. Brown Dog Cycles are relatively expensive, but its urban customers routinely pay $2,000 to $4,000 for the hand-crafted bicycles. The owners are considering expanding their company's footprint outside the United States and are considering opportunities to export its products to Canada and Mexico. They have learned that _______ eliminated virtually all tariffs on goods produced and traded among Canada, Mexico, and the United States. Select one: a. ASEAN b. NAFTA Correct c. MERCOSUR d. EU e. APEC

NAFTA

Public relations is a broad set of communication activities used to create and maintain favorable relationships between an organization and various public groups, both internal and external to the company. Which of the following is the most used public relations tool?

New release

objective-and-task approach

Of the many techniques used to determine the advertising appropriation, one of the most logical is this approach. Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them. This approach has one main problem: Marketers sometimes have trouble accurately estimating the level of effort needed to attain certain objectives

Sales persons can be categorized in many ways, a(n) _____ is a person who is creative at selling the firm's products to new customers and increasing sales to current customers.

Order getter

Some hospitals in the United States find that their need for radiologists to read X-rays is volatile during the evening and early morning hours, especially between 2:00 and 6:00 a.m. This is because the number of emergency room visits needing X-rays is usually lower than those required during daytime operating hours. There is a recent trend where hospitals in the United States are contracting radiologists from countries such as Australia to read the electronically-transmitted X-rays during the evening and early morning hours. This is an example of Select one: a. outsourcing. b. contract sourcing. c. franchising. d. contract manufacturing. e. licensing.

Outsourcing

Advertising

Paid nonpersonal mass-communication about an organization and its products transmitted to a target audience through a mass medium.

Personal Selling

Paid personal communication that attempts to inform customers and persuade them to purchase products in an exchange situation. Although expensive, personal selling is especially useful in high-risk business-to-business transactions requiring a large amount of investment.

Word Of Mouth Communication

Personal, informal exchanges of communication that customers share with one another about products, brands and companies

Word-of-Mouth Communication

Personal, informal exchanges of communication that customers share with one another about products, brands, and companies. Most customers are likely to be influenced by friends and family members when making purchases.

Dalip Singh makes an appointment to visit with a new dermatologist in town because of a recent bad sunburn. When he arrives at the dermatologist's office, Dalip notices a foul odor in the air, worn floor coverings, cluttered rooms that have paint peeling from the walls, and poor lighting. However, the other patients in the waiting room were talking about how much they liked the doctor. While Dalip viewed the dermatologist as competent, he decided not to visit him again even though the dermatologist recommended a follow-up. Which situational influences are most likely to have affected Dalip's decision? Select one: a. Antecedent states b. Purchase reasons c. Momentary mood d. Physical surroundings e. Social surroundings

Physical surroundings

Rob is working on the promotional plan for a new bicycle helmet that has added technology to sense when a bicycler has fallen and had a head injury. The technology then releases and audible signal that will help others know the there is an injury which needs treatment. This is considered to be a new product that is in the introduction stage of the product life cycle. Which type of promotion should Rob focus on?

Pioneer

The two major types of product advertising are

Pioneer advertising and competitive advertising

Cognitive dissonance is most likely to occur during which part of the decision-making process? Select one: a. Purchase b. Postpurchase evaluation c. Problem recognition d. Information search e. Evaluation of alternatives

Postpurchase evaluation

1) Price is the most flexible element of the marketing mix. 2) Digital marketing can enhance products' value by providing extra benefits like service, information, and convenience. 3) Discounts and promotions can be quickly communicated using digital media. 4) Deal websites allow consumers to compare prices of products and find the best deals.

Pricing Considerations

Stimulate Demand

Primary Demand- Demand for a product category rather than a specific brand Pioneer Promotion- A way to stimulate primary demand, promotion that informs consumers about new products Selective Demand- Demand for a specific brand

Order takers

Primary seek repeat sales

Which of the following best describes a distribution channel in which a manufacturer sells heavy machinery to a company and provides the company with additional services such as installation and repair?

Producer to organizational buyer

Swiss-based Toblerone has taken a global approach to marketing its chocolate products. Which of the following is most easily standardized? Select one: a. Price b. Advertising c. Promotion d. Distribution e. Product

Product

The "Got Milk" print campaign is advertising that stimulates demand for a _______, known as _________ advertising.

Product ; pioneer

1) Connectivity of digital media creates opportunities for businesses to add services and to enhance product benefits. 2) Some companies use advertising campaigns and contests to develop better products; some products are only available via digital media. 3) The Internet can make it easier to anticipate consumer needs—but competition makes quality products and service offerings more important than ever.

Product Considerations

Nucor provides steel for a variety of uses to its various customers. Customers have different needs for the steel, and thus Nucor has to prepare the raw steel differently depending on how customers will use it in their production processes. The primary business segmentation variable in this example is Select one: a. customer size. b. geographic location. c. product use. d. customer importance. e. organization classification.

Product use

Institutional advertising

Promotes organizational images, ideas, and political issues. It can be used to create or maintain an organizational image. Institutional advertisements may deal with broad image issues, such as organizational strengths or the friendliness of employees. They may also aim to create a more favorable view of the organization in the eyes of noncustomer groups, such as shareholders, consumer advocacy groups, potential shareholders, or the general public. Enhances a company's image rather than touting a specific product. Another form of institutional advertising:

Product advertising

Promotes the uses, features, and benefits of products. Touts the benefits of the product.

Pull Policy

Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel. Primarily done through advertising and sales promotion.

Push Policy

Promoting a product only to the next institution down the marketing channel. Stresses personal selling.

Raging Waters is a water park located in San Dimas, California, and typically welcomes 10,000 to 20,000 visitors daily from Los Angeles and nearby cities in Southern California. Raging Waters is known for its coaster-like slides and historically has added one new thrill attraction each season. The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes from their website. Which element of the marketing mix is Raging Waters using to generate interest and ticket sales for the park? Select one: a. Social media b. Product c. Price d. Promotion e. Distribution

Promotion

1) Promotion is one of the best applications for digital media 2) Consumer consumption patterns are changing and marketers must adapt. 3) Most traditional promotions can be enhanced by using digital media.

Promotion Considerations

Pioneer Promotion

Promotion that informs consumers about a new product: what it is, what it does, how it can be used, and where it can be purchased.

Major Defenses of Promotion

Promotional activities can help consumers make informed purchasing decisions; Laws, government regulation, and industry self-regulation minimize deceptive promotion; Promotion usually tends to lower prices; Promotion helps keep prices lower by facilitating price competition.

______ is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.

Public relations

The General Agreement on Tariffs and Trade was initially implemented to do which of the following? Select one: a. Prevent the dumping of products into developing countries b. Merge the United States, Canada, and Mexico into a single market c. Promote free trade among members by eliminating trade barriers and educating individuals, companies, and governments about trade rules across the world d. Reduce worldwide tariffs and increase international trade e. Provide loans to countries to build up their infrastructure and increase economic opportunities

Reduce worldwide tariffs and increase international trade

reach

Refers to the percentage of customers in the target audience actually exposed to a particular advertisement in a stated period. New media like social networking sites and mobile advertising are also attracting advertisers due to their large reach. Advertisers often times need multiple channels to reach all targets they want to reach.

A forecasting method that predicts sales based on relationships between past sales and other variables is called Select one: a. the Delphi technique. b. customer forecasting surveys. c. random factor analysis. d. regression analysis. e. time series analysis.

Regression analysis

Peet's Coffee will spend $500,000 marketing its newest latte drink. It expects to sell 1 million of these lattes over the next year. These 1 million lattes are a _____________ for Peet's Coffee. Select one: a. cycle analysis b. sales forecast c. breakdown approach d. buildup approach e. regression analysis

Sales forecast

To help consumers gain knowledge and experience with Honest Tea beverages, it may set up stations to give free products to customers to encourage trial and purchase. This is known as a:

Sample

Media Plan

Sets forth the exact media vehicles to be used (specific magazines, TV stations, etc.) and the dates and times the advertisements will appear. The plan determines how many people in the target audience will be exposed to the message. The method also determines, to some degree, the effects of the message on those specific target markets. Media planners take many factors into account when devising a media plan. They analyze location and demographic characteristics of consumers in the target audience, because people's tastes in media differ according to demographic groups and locations. Media planners also consider the sizes and types of audiences that specific media reach. The media planner's primary goal is to reach the largest number of people in the advertising target market that the budget will allow. A secondary goal is to achieve the appropriate message reach and frequency for the target audience while staying within budget

Media Plan

Sets forth the exact media vehicles to be used and the dates and times the advertisements will appear

Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses ____ as a research tool to gain this information.

Social Networking

Our society uses many factors, including occupation, educational level, income, wealth, religion, race, ethnic group, and possessions, to group people into Select one: a. social classes. b. attitudinal segments. c. family types. d. reference groups. e. geographic regions.

Social classes

___ can be a means for firms to gather free insights from consumers on how to improve products and services.

Social networking and the Internet

___ evolved quickly over a short period of time. They began in the 1970s with bulletin board systems, but did not really start to take off until the early 2000s.

Social networks

An organization that decides to buy all of a certain part from the same company is using Select one: a. straight rebuy. b. same vendor analysis. c. multiple sourcing. d. sole sourcing. e. single-supplier purchasing.

Sole sourcing

Communication Process

Source, Coded message, Communications channel, Decoded message, Receiver or audience, Feedback

Communication Process

Source, Coding, Medium, Decoding, and Feedback

Spectator

If you want to read what other people think about products, movies, or world events, Google has online forums and blogs that are readily accessible. ______ would most likely want to simply read the opinions of others.

Spectators

Advertising Platform

The basic issues or selling points an advertiser wishes to be include in the advertising campaign

Integrated Marketing Communications

The coordination of promotion and other marketing efforts for maximum informational and persuasive impact Information between branches and stores and their advertising and head quarters

Which of the following variables would most likely be used to segment a business market? Select one: a. An attitude of the company's CEO b. Net income generated by the company c. The lifestyle of the company's buying agent d. Common opinions of the company's employees e. The geographic location of the company

The geographic location of the company

Receiver

The individual, group, or organization that decodes a coded message

Receiver

The individual, group, or organization that decodes a coded message.

Channel Capacity

The limit on the volume of information a communication channel can handle effectively.

Communications Channel

The medium of transmission that carries the coded message from the source to the receiver or audience.

Frequency

The number of times these targeted consumers are exposed to the advertisement. If managing communication/promotion with a group, you need to ensure your message is communicated with great frequency.

Role of Promotion

The overall role of promotion is to stimulate product demand

Feedback

The receiver's response to a decoded message.

Feedback

The receiver's response to a message

Product Placement

The strategic location of products or product promotions within entertainment media content to reach the product's target market.

Advertising Appropriation

The total amount of money a marketer allocates for advertising during a period of time

advertising appropriation

The total amount of money a marketer allocates for advertising for a specific time period. Things to consider when appropriating: Geographic size of market, distribution of buyers within the market, type of product being advertised, and your sale's volume relative to competitor's sales volumes.

Which of the following statements about the undifferentiated targeting strategy is false? Select one: a. The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target market. b. The opposite of the undifferentiated targeting strategy is the differentiated targeting strategy. c. The undifferentiated targeting strategy uses one promotional program aimed at everyone in the target market. d. The undifferentiated targeting strategy is good for use with staple items, such as sugar and salt. e. The undifferentiated targeting strategy should be used when the needs of individual customers are similar.

The undifferentiated targeting strategy uses multiple distribution systems to best reach individuals in the target market.

Which of the following statements is true regarding Fan Pages on Facebook?

They have no benefit for the company, but are still essential because the consumer demands it.

Zoe is planning to open an upscale dress boutique. She is evaluating ease of movement to and from sites, vehicular traffic, types of stores in the area, and transportation networks. Which strategic retailing issue is she concerned with at the time?

Time

Alex works for a manufacturer of sports equipment and is currently developing a company sales forecast for golf clubs. While reviewing data, he discovered a pattern in sales volume over the past ten years that peaked during two months of each year. Alex likely used which sales forecasting technique? a. Time series analysis b. Regression analysis c. The Delphi technique d. Executive judgment e. Market tests

Time series analysis

comparative advertising

To make direct product comparisons, marketers use a form of competitive advertising called comparative advertising, which compares the sponsored brand with one or more identified competing brands on the basis of one or more product characteristics. Often, the brands that are promoted have low market shares and are compared with competitors that have the highest market share in the product category.

post testing

To measure the ad's effectiveness during a campaign, marketers usually rely on inquiries or responses. Advertising objectives often determine what kind of posttest is appropriate. Sometimes they use consumer surveys or experiments to evaluate a campaign based on communication objectives. Posttest methods based on memory include recognition and recall tests. People are more likely to buy a product if they can remember the ad.

Major goal of integrated marketing communications

To send a consistent message to customers.

Medium

To share an encoded message with a receiver or audience, the means of carrying the coded message.

Coding

To transmit meaning, a source must convert the meaning into a series of signs or symbols representing ideas or concepts

Getting Honest Tea's beverages into retail stores where consumers can buy them (place utility) is most facilitated by which of the following physical distribution activities?

Transportation

A feature article is longer than a new realese and is written for a specific publication

True

Buzz marketing is an attempt incite publicity and public excitement surrounding a product through a creative event

True

Marketers spend more on sales promotion than on advertising, and sales promotion appears to be a faster-growing area than advertising.

True

Product advertising is often used to stimulate demand directly

True

Public relations is a broad set of communication efforts used to create and maintain favorable relationships between the organizations and its stakeholders.

True

Radio copy should consist of short , familiar terms

True

1. The increased tendency of consumers to publish their own thoughts, opinions, reviews, and product discussions through blogs or digital media. As a result, the environment has become more interactive. 2. Consumers' tendencies to trust other consumers over corporations. Consumers often rely on the recommendations of friends, family, and fellow consumers when making purchasing decisions.

Two major trends have caused consumer-generated media to gain in importance.

Audience

Two or more receivers.

If a large proportion of customers in a total market have similar product needs and the company has the resources to develop a marketing mix to satisfy them, which targeting strategy would be effective? Select one: a. Differentiated strategy b. Positioning strategy c. Segmented strategy d. Undifferentiated strategy e. Concentrated strategy

Undifferentiated strategy

If a large proportion of customers in a total market have similar product needs and the company has the resources to develop a marketing mix to satisfy them, which targeting strategy would be effective? a. Segmented strategy b. Concentrated strategy c. Differentiated strategy d. Positioning strategy e. Undifferentiated strategy

Undifferentiated strategy

Supply chain management is a long-term partnership among channel members working together to create a distribution system that reduces inefficiencies, costs, and redundancies, while creating a competitive advantage and satisfying customers. Which of the following is not a focus of supply chains?

Users

Arbitrary approach

Usually means a high-level executive in the firm states how much to spend on advertising for a certain period. This approach often leads to under or overspending. Although hardly a scientific budgeting technique, it is expedient.

1) ___ allows anyone who wishes to upload videos to the Internet to do so. 2) YouTube is the most popular, but hundreds of other video sharing sites exist. 3) Viral marketing is a marketing tool that utilizes the Internet, especially ___ and social networking sites, to spread a message and create brand awareness. Campaigns that successfully go viral are transmitted rapidly around the Internet with no help from the marketer. 4) Marketers increasingly use consumer-generated content for ad campaigns, rather than for hiring ad executives.

Video sharing

1) Second Life is the most popular of ___ worlds, but there are many. 2) ___ are simulated environments that can involve thousands of participants and allow users to select an avatar and live out an alternative life online. 3) Some, like Second Life, allow users to buy and sell goods, services, and even real estate in the ___. 4) Businesses have set up ___ stores in order to take advantage of the trend.

Virtual Realities/virtual worlds

word-of-mouth

WOM communication is personal, informal exchanges of communication that customers share with one another about products, brands and companies

Advocacy advertising

When a company promotes its position on a public issue - for instance, a tax increase, sustainability, regulations, or international trade coalitions - institutional advertising is referred to as advocacy advertising. Such advertising may be used to promote socially approved behavior, such as recycling or moderation in consuming alcohol. This type of advertising not only has social benefits but also helps build an organization's image

1) Wikipedia is the most famous ___ 2) Monitoring ___ can give corporations a better idea of how consumers feel about their company or products. 3) As with other digital media, a negative representation in a ___ can damage the reputation of a company. 4) Some organizations use ___ as an internal tool for complex projects.

Wikis

___ are websites where users can add or edit content of posted articles.

Wikis

A __________ is a gift to a retailer who purchases a specified quantity of merchandise. a) dealer loader b) premium c) dealer listing d) merchandise allowance e) count and recount

A sales career can offer all of the following except a a) structured, inflexible workday. b) high income. c) great deal of freedom. d) high level of training. e) high level of job satisfaction.

A salesperson will be better able to determine the prospect's specific needs by a) listening carefully to questions and comments and watching reactions during the sales presentation. b) waiting until after the sale to see how the client is enjoying the use of the product. c) doing extensive research before the approach and making the sales presentation without adjustment. d) using trial closings throughout the sales presentation. e) making a very thorough and detailed sales presentation about the products and services being offered.

After compiling a list of potential customers, a salesperson must a) evaluate whether each prospect is able, willing, and authorized to buy the product. b) determine whether or not each prospect is really in his target market. c) find and analyze information about each prospect's specific needs and current brand choices. d) develop a presentation for each of the potential customers on his list. e) contact each of the prospects to get an initial feel for how likely they are to purchase his products.

Any marketing tactic used to stimulate wholesalers and retailers to carry a producer's products and market those products more aggressively is a a) trade sales promotion method. b) point-of-purchase material. c) consumer sales promotion method. d) merchandise allowance. e) dealer loader.

As a promotional strategy, using coupons strives to achieve all of the following except a) show how a product is used. b) increase sales volume quickly. c) introduce new package sizes. d) prompt trial usage of a new product. e) attract repeat users.

Cheyenne calls to see if her customer's new hardwood floors were installed correctly a) during the follow-up step. b) immediately after the closing. c) near the end of the sales presentation. d) the next time she makes a sales call to that customer. e) after she receives cash payment from that customer.

Dorothy won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at a) motivating salespeople. b) compensating salespeople. c) providing training for the sales force. d) managing sales territories. e) selecting salespeople.

Doug Browton travels around to various established customers to see what new office supplies they need. His customers have come to depend on him to check their supplies. Doug is a(n) a) field order taker. b) current customer order getter. c) missionary salesperson. d) inside order taker. e) trade salesperson.

During the personal selling process, a salesperson, if possible, should handle objections when a) they arise. b) the salesperson begins the trial close. c) the sales presentation is approximately half completed. d) when the customer appears to be unhappy or agitated. e) when the salesperson begins the sales presentation.

In designing sales territories, a sales manager considers several major factors. The territories must be constructed so that sales potential can be measured; the shape of the territories should facilitate salespeople's activities to provide the best possible coverage of customers; and a) territories should be designed to minimize selling costs. b) all territories should be of similar size. c) the territorial pattern should consist of concentric circles. d) the density of potential customers should be minimized. e) the distribution of customers should be relatively equal.

In recent years the proportion of promotional dollars spent on sales promotion has a) increased relative to advertising. b) remained constant. c) declined slightly, and the proportion spent on advertising has increased. d) declined slightly, and the proportion spent on advertising has declined as well. e) increased, and the proportion spent on advertising has risen as well.

Jana works for Hormel Foods and she frequently sets up special displays and distributes samples of Hormel products to customers in supermarkets. Jana would best be classified as a(n) a) trade salesperson. b) technical salesperson. c) inside order taker. d) field order taker. e) missionary salesperson.

Jin Xiao, a trained engineer, is a salesperson for a chemical manufacturer. He provides current customers with advice about a product's characteristics and applications. He is a(n) a) missionary salesperson. b) trade salesperson. c) field order taker. d) inside order taker. e) technical salesperson.

Maria Martinez works for a cosmetics manufacturer and is responsible for ensuring that retailers have adequate quantities of products when they need them. However, she is directing much of her effort toward helping the retailers promote the products. She would be characterized as belonging to which group of salespeople? a) Trade salespeople b) Field order takers c) Advisory salespeople d) Technical salespeople e) Order getters

Realizing that her firm's sales promotion budget was small and cut by 30 percent for the coming year, Stacey Baronas rules out ___________ as playing a role in her sales promotion plan. a) samples b) coupons c) point-of-purchase materials d) money refunds e) premiums

Sales objectives can do all of the following except a) serve as a deterrent both to salespeople and their clients. b) give the sales force direction and purpose. c) serve as a standard for evaluating salesperson performance. d) let the sales force know what is expected of them. e) help to control the sales force.

Sayyid's company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company's sales records. Sayyid is a) prospecting. b) screening. c) researching. d) pre-approaching. e) surveying.

To increase sales of Chex cereals, Ralston Purina offered a free pound of bananas to customers who bought the large-size box. This form of sales promotion is called a a) premium. b) coupon. c) cents-off offer. d) free sample. e) money refund.

Tony tells his wife, Camilla, that his last sales call of the day at DuPont was a disaster. He explains that he never really figured out what the purchasing agent was looking for. Camilla, a sales trainer for another firm, hands Tony a book on a) listening skills. b) overcoming objections. c) prospect evaluation. d) product demonstrations. e) closing.

When deciding on sales promotion methods to employ, marketers take several factors into consideration. Which factor below is unlikely to affect decisions regarding sales promotion methods? a) Type of package b) Product characteristics c) Target market characteristics d) Types of resellers e) Competitive forces in the environment

Which of the following best characterizes the function of recruiting and selecting a sales force? a) It should be a continuous, systematic attempt to match applicants' characteristics to the firm's needs. b) It is a process that should be set up that incorporates at least two steps: an interview and a written application. c) Sources of applicants should be limited, since the recruitment process is expensive and more applicants mean greater expense. d) After interviewing applicants, the manager should attempt to find a position that can be tailored to fit applicants' qualifications. e) It should not be made from personnel in other departments in the firm, as this would necessitate training two people rather than one.

Which of the following is not true when making the sales presentation? a) The salesperson should focus on anticipating questions and answering them before they're asked. b) The salesperson must spark interest in the product. c) The salesperson should not only talk but also listen to the customer. d) The salesperson should involve the customer by having him or her hold, touch, or use the product. e) A salesperson should not sound like he or she is just reading a script (i.e., he or she should be flexible and respond to the customers' comments).

Which of the following is particularly appropriate for pricey high-tech business products, such as jet aircraft and medical equipment? a) Team selling b) Relationship selling c) Trade selling d) Technical selling e) Missionary selling

______ monitors social networks for fraudulent accounts and assist their clients in removing the deceptive accounts.

a brand-protection firm

public relations

a broad set of communication efforts used to create /maintain favorable relationships between an organization and its stakeholders

Public Relations

a broad set of communication efforts used to create/maintain favorable relationships between organization and stakeholders

reduce sales fluctuations

a business cannot operate at peak efficiently when sales fluctuate widely. holidays and seasonal products

Tyler is a purchasing agent for Kellogg's. He is currently negotiating with his suppliers to receive a _______, which is a temporary price reduction to resellers for purchasing specified quantities of a product.

a buying allowance

Craigslist wants to know which social networking sites drive the most traffic to the Craigslist website. The best way to gain this information is through

a digital media measurement system

product placement

a form of advertising that strategically locates products or product promotions within entertainment media to reach a product's target market

publicity

a non-personal communication in a news-story form about an organization, its products, or both

advertising

a paid non personal communication about an organization and its product transmitted to a target audience through mass media

advertising

a paid non personal communication about an organization and its products transmitted to a target audience through mass media

Advertising

a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media

personal selling

a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation

Personal Selling

a paid personal communication that seeks to inform customers and persuade them to purchase products in exchange situation

Publicity

a part of public relations; is communication in news story format about the organization and/or its products transmitted through mass media at no charge

Source

a person, group or organization that has a meaning it intends and attempts to share with a receiver or an audience

Source

a person, group, or organization that has a meaning it attempts to share with an audience.

source

a person, group, or organization with a meaning it attempts to share with a receiver/audience

communications

a sharing of meaning through the transmission of information

news releases: feature article:

a short piece of copy publicizing an event or product a manuscript of up to 3K words prepared for a special publication

viral marketing

a strategy to get consumers to share a marketer's message, often through email or online video, in a way that spreads dramatically and quickly

pioneer promotion

a way to stimulate primary demand, promotion that informs consumers about a new product

a) Advertising

Li and Bernioff group consumers into six groups: they are...?

a) Creators b) Critics c) Collectors d) Joiners e) Spectators f) Inactives

a) The size, geographic distribution, and demographic characteristics

What is the overall role of promotion? a) To stimulate product demand b) To identify prospects c) To retain loyal customers d) To encourage product trial e) To reduce sales fluctuations

a) To stimulate product demand

Consumers view the illegal downloading of copyrighted materials as more unethical if the person's motivation is primarily utilitarian, then if it is for a hedonistic reason. a. True b. False

a. True

a) during feedback, the receiver can be viewed as the source of the message while the original source becomes the receiver.

a) encoding

a) facilitate reseller support.

Head nodding, winking, hand gestures, and arm motions are all forms of _________ communication. a) kinesic b) spacing c) proxemic d) touching e) tactile

a) kinesic

a) primary demand.

a) promotes directly to consumers.

a) promotion mix ingredients.

a) viral marketing.

Dion is a marketing communications consultant who specializes in the strategic use of social networking sites. Which of the following statements would most likely describe the companies that can use Dion's services? a. Any sized company b. Only large to medium sized companies c. Only companies with a specialized target market d. Only companies with a unique product e. Only companies whose target customer is mainly women

a. Any sized company

____ are people who gather information and organize content generated by critics and creators. a. Collectors b. Spectators c. Joiners d. Creators e. Critics

a. Collectors

____ usually constitute a smaller part of the online population than the other groups. a. Collectors b. Spectators c. Joiners d. Creators e. Critics

a. Collectors

____ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis. a. Creators b. Critics c. Collectors d. Joiners e. Spectators

a. Creators

____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers. a. Digital marketing b. Digital media c. Electronic marketing d. Digital electronics e. E-marketing

a. Digital marketing

Kyle is a new marketing manager for Anthropologie. He believes that if Anthropologie wants to grow and connect with its customers that there is no better way than to use Facebook. What do most marketing strategists think about Facebook? a. Marketers should establish a Facebook page. b. Marketers should avoid recommendations from customers via Facebook. c. Marketers should ignore the advice of customers on Facebook. d. Marketers need to use multiple Facebook pages. e. Marketers should maintain strict control of consumers' comments on Facebook.

a. Marketers should establish a Facebook page.

A new trend in video marketing is the use of amateur filmmakers. a. True b. False

a. True

Accessibility refers to a customer's ability to access information about products, such as colors, prices, and reviews. a. True b. False

a. True

Addressability represents the ultimate expression of the marketing concept. a. True b. False

a. True

Almost any traditional promotional event can be enhanced or replaced by digital media. a. True b. False

a. True

As the Internet and digital communication technologies have advanced, marketers are able to target markets more precisely. a. True b. False

a. True

Attempts to deceive consumers into releasing personal information online is referred to as online fraud. a. True b. False

a. True

Besides Facebook and Twitter, many foreign countries have their own social networking sites. a. True b. False

a. True

Bloggers can post whatever opinions they like about a company or its products, regardless of whether or not the blog's content is factually accurate. a. True b. False

a. True

Collectors gather information and organize content generated by critics and others. a. True b. False

a. True

Companies use photosharing in order to add a personal touch to their businesses. a. True b. False

a. True

sales promotion

activity or material that acts as a direct inducement, offering added value or incentive to resellers, salespeople, or customers

Characteristics of E-Marketing: ___ is the ability for a business to identify consumers before they make a purchase.

addressability

Due to the use of cookies, many websites are able to track visitors when they return to their websites. This helps them track how often the visitor views the website and in what products he or she shows an interest. Some websites have capitalized on this by providing product recommendations to users when they return to their websites based on their past activity. This is an example of Select one: a. accessibility. b. connectivity. c. interactivity. d. addressability. e. control.

addressability

JC Penney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JC Penney is practicing

addressability

The ability of a marketer to identify customers before they make a purchase is called

addressability

a) A social network is a web-based meeting place for friends, family, co-workers, and peers that allows users to create a profile and connect with other users for the purposes that range from getting acquainted, to keeping in touch, to building a work-related network. b) Addressability on social networks comes from their ability to provide a meeting ground for individuals and groups with similar interests and consumption patterns. c) The addressability inherent in digital media enhances the service dimension of products and facilitates relationship marketing through enabling customers to engage in feedback and product innovation. d) Addressability represents the ultimate expression of the marketing concept because it allows marketers to tailor marketing mixes more precisely to customers, to track online buying behavior, and to gather data on individual customers that enhance future marketing efforts.

addressability

The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of

addressability.

JC Penney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JC Penney is practicing

addressibility

The ability of a marketer to identify customers before they make a purchase is called

addressibility

cost-efficient, repeating messages, visibility

advantages of advertising

more specific, greater impact, immediate feedback

advantages of personal selling

Dealer Listing

advertisements promoting a product and identifying the names of retailers that sell the product ex. coming to you from ___ some place ex. Chia pet

Many innovative competitors now offer services, such as ___, at a fraction of the cost of large companies.

advertising

mass media consumption

advertising is changing as ____ ______ ______ habits are changing.

When a company promotes its position on a public issue, this is specifically referred to as _____________ advertising

advocacy

When Anheuser-Busch ran an advertising campaign featuring the slogan, "Know when to say when," it was using

advocacy advertising

size of an organization's promotional budget

affects the number and intensity of promotional methods used

demographic characteristics

age, income, education, etc will affect consumers' media consumption patterns and are important considerations when developing the promotion mix

In establishing sales promotion objectives, a marketer should always

align objectives with the organization's overall objectives.

All of the following are key areas of sales force management except a) compensating salespeople. b) coordinating sales promotion efforts. c) recruiting salespeople. d) training sales personnel. e) motivating sales personnel.

A business advantage of the concentrated targeting strategy for any company is that it Select one: a. allows a firm to develop a special marketing mix for a single market segment. b. allows a firm to utilize all of its production capacity. c. requires less market research and information. d. maintains the firm's flexibility in moving into other market segments. e. requires less intensive analysis of customers' characteristics and needs.

allows a firm to develop a special marketing mix for a single market segment.

buzz marketing

an attempt to incite publicity and public excitement surrounding a product through a creative event

online fraud

any attempt to conduct fraudulent activities online, including deceiving consumers into releasing personal information

Noise

anything that can distract a receiver from a sources message

noise

anything that reduces a communication's clarity and accuracy

Missionary Salespeople

assist producers customers in selling to their own customers

podcasts

audio or video file that can be downloaded from the internet with a subscription that automatically delivers new content to listening devices or personal computers, offer the benefit of convenience, giving users the ability to listen to or view content when and where they choose.

Hobby Lobby encourages customers to post feedback on their company website because customer-generated content appears more ________ than corporate messages.

authentic

Redbox has established outlets in the simulated environment of Second Life. Your ____ is able to rent a movie from a Redbox.

avatar

Redbox has established outlets in the simulated environment of Second Life. Your _____ is able to rent a movie from a Redbox.

avatar

A television advertisement for Miracle-Gro lawn fertilizer indicates that the product is available at Kmart and Wal-Mart. This form of sales promotion is called a(n) a) cooperative advertising. b) dealer listing. c) push money. d) dealer loader. e) advertising allowance

Advertising that encourages customers to send in reply cards for additional information aids salespeople in achieving which goal of personal selling? a) Convincing prospects to buy b) Finding prospects c) Keeping customers satisfied d) Making the presentation e) Following up the sale

Creators gather information and organize content generated by critics and others. a. True b. False

b. False

Although Maybelline would like to use ______ as a consumer sales promotion method, this method has extremely high labor costs that are more affordable for higher-end make-up companies such as Clinique and Estée Lauder. a) frequent-user incentives b) demonstrations c) coupons d) rebates e) consumer contests

Before contacting prospects, a salesperson for an industrial cleaning equipment company analyzes information about the prospects' product needs, feelings about brands, and personal characteristics. This process is called a) prospecting. b) preapproach. c) approaching the customer. d) sales training. e) sales planning.

Carlos generally makes cold calls on businesses to look for new prospects. He has many satisfied customers, but like many salespeople, he does not frequently utilize one of the best ways to find new prospects, which is through a) telephone directories. b) customer referrals. c) trade shows. d) local restaurants. e) other employees.

Creative selling, which requires that salespeople recognize a potential buyer's needs and then provide the prospect with the necessary information, is performed by a) order takers. b) order getters. c) missionary salespeople. d) trade salespeople. e) technical salespeople.

Daphne King of Cleborn Pharmaceuticals tells a sales management class at the state university that her job is to call on doctors and explain the benefits of new prescription drugs that her firm develops. Daphne would call herself a(n) a) technical salesperson. b) missionary salesperson. c) order taker. d) order getter. e) trade salesperson.

Garrett Almar tells a fellow buyer at Robins Wholesale Parts that the last salesperson who called on him before lunch was a real loser: "He has done a poor job of ___________. He didn't even know what brands we carry or what types of retailers we service!" a) prospecting b) preapproach c) follow-up d) presenting e) approach

If a manager tries to form territories with equal sales potential, the territories will usually be unequal in geographic size; this will cause the salespeople with larger territories to a) develop larger income potentials. b) have to work longer and harder to generate a certain sales volume. c) work about the same amount, since potential is the same. d) have much larger sales than those salespeople with smaller territories. e) be limited to a smaller income potential.

Michelle works for a company that sells rotisseries for chicken and other foods. She answers phone calls from customers who see infomercials on TV and call to order the product. Michelle is considered a(n) a) order getter. b) inside order taker. c) support person. d) field order taker. e) trade salesperson.

Order-getting activities are divided into two categories: a) missionary sales and technical sales. b) current-customer sales and new-business sales. c) order takers and trade sales. d) current sales and support sales. e) inside order sales and field order sales.

Sales force objectives are generally established for a) the organization as a whole only. b) the total sales force and for each salesperson. c) just each salesperson but not the whole sales force. d) for each department or division of the company. e) long-term but not short-term salespeople.

Salespeople receive a set salary plus a commission based on sales with a a) straight salary compensation plan. b) combination compensation plan. c) cafeteria plan. d) straight commission compensation plan. e) salary plus bonus program.

The _____ stage of the personal selling process is when the salesperson asks the prospect to buy the product. a) proposal b) closing c) overcoming objections d) approach e) trial

The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of a) chief executive officers. b) salespeople. c) sales managers. d) quality control experts. e) marketing directors.

Tim has just finished compiling a list of potential customers and evaluating their ability, willingness, and authority to buy. He knows his next step in the personal selling process is to a) approach. b) preapproach. c) make the presentation. d) prospect. e) overcome objections.

While anticipating objections and countering them before they are asked is a good idea, one negative consequence of doing so is that the salesperson may a) annoy the customer. b) mention objections the customer had not thought of. c) take too long in trying to sell the product, and the customer may stop listening. d) not emphasize its features and benefits enough. e) begin to lie about the product.

___________ are items offered free or at minimal cost as a bonus for purchasing a product. a) Rebates b) Premiums c) Samples d) Merchandise allowances e) Coupons

The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage? a) Introduction b) Decline c) Maturity d) Growth e) Plateau

b) Decline

b) Pioneer promotion

b) Word-of-mouth communication

b) advertising

b) encourage product trial.

b) feedback

b) information about customers.

b) integrated marketing communications.

b) is an element of promotion that should be handled on a continuous basis.

b) least efficient component of the communication process.

b) receiver attempts to convert signs or symbols into concepts and ideas.

The individual or group that decodes a coded message is called a a) sender. b) receiver. c) source. d) decoder. e) receptor.

b) receiver.

Sweepstakes, free samples, coupons, and rebates are examples of a) advertising. b) sales promotion techniques. c) publicity. d) personal selling techniques. e) packaging methods.

b) sales promotion techniques.

Marketers of highly seasonal products tend to have more irregular use of a) advertising. b) sales promotion. c) public relations. d) personal selling. e) marketing.

b) sales promotion.

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a a) communications channel. b) source. c) relay channel. d) decoder. e) sender.

b) source.

b) wholesalers.

Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company. a. True b. False

b. False

An accessible channel means the marketer knows who the customer is and can specifically address that person. a. True b. False

b. False

Anyone who becomes a member of social networking sites is a Collector. a. True b. False

b. False

Before posting information on a blog, the blogger must make certain that the information is accurate. a. True b. False

b. False

Commentators are people who comment on blogs or post ratings and reviews. a. True b. False

b. False

Connectivity refers to a customer's ability to regulate the information that is viewed. a. True b. False

b. False

Consumers view the illegal downloading of copyrighted materials as more unethical if the person's motivation is primarily for fun, then if it is for personal gain. a. True b. False

b. False

Control refers to the customer's ability to access information on the Internet with simple clicks on a keyboard. a. True b. False

b. False

b. Twitter

____ are computer-based online simulated environments that involve participants. a. Wikis b. Virtual realities c. Podcasts d. Blogs e. Photo-sharing

b. Virtual realities

The ability of a marketer to identify customers before they make a purchase is called a. connectivity. b. addressability. c. interactivity. d. accessibility. e. control.

b. addressability.

Telluride Ski Resort in Telluride, Colorado is a world-class ski destination. Taylor is a newly-hired manager of digital media and electronic marketing for Telluride. Taylor remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers. a. blogs b. amateur filmmakers c. Twitter announcements d. advertising firms to develop videos e. virtual realities

b. amateur filmmakers

Redbox has established outlets in the simulated environment of Second Life. Your ____ is able to rent a movie from a Redbox. a. clone b. avatar c. pet d. Q e. dynasty

b. avatar

NorthFace launched a promotional campaign using various forms of digital media. In order to evaluate the success of the campaign, NorthFace should a. measure profitability during and after the campaign. b. compare sales before and after the campaign was launched. c. measure sales and profitability after the campaign was launched. d. measure demand during and after the campaign. e. look at sales for a year after the campaign.

b. compare sales before and after the campaign was launched.

One trend that has caused consumer-generated information to gain importance is a. an increase in mobile digital technology. b. consumers' tendencies to trust other consumers over corporations. c. the cultural trend of consumers being influenced by the "village." d. the increase in adults other than parents influencing children. e. a reduction in advertising expenditures.

b. consumers' tendencies to trust other consumers over corporations.

Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media. a. accessibility b. control c. interactivity d. addressability e. connectivity

b. control

Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's a. target market. b. credibility. c. market share. d. reach. e. image.

b. credibility.

Electronic media that function using digital codes are called a. digital marketing. b. digital media. c. electronic marketing. d. digital electronics. e. e-marketing.

b. digital media.

IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct a video contest, and generally find out the customers' likes and dislikes. IHOP in this example, is engaging in ____ marketing. a. distance b. relationship c. multiple-phase d. experiential e. community

b. relationship

b. social networking

Digital media have created opportunities for companies to a. gain more control over what the consumer sees. b. target specific markets. c. offer the exact experience as a brick and mortar store. d. manage information that is disseminated through the web. e. stimulate all five senses during the online shopping experience.

b. target specific markets.

An advertising platform is the

basic issues and selling points to be involved in an advertising campaign

Immediate feedback

best done through personal selling

1) Two-thirds of Internet users read ___, and over half of ___ say they will ___ about products they strongly like or dislike. 2) ___ give consumers power over companies because companies cannot control what bloggers write. 3) ___ represent a marketing opportunity, as they give firms an opportunity to address consumer concerns or to defend their corporate reputations.

blogs

kinesic

body language, communicating through movement of the head, eyes, arms, hands, legs, or torso

A major disadvantage of personal selling is that it a) is not remembered as well by consumers as advertising messages are. b) cannot easily adjust the message to satisfy a customer's information needs. c) is very expensive per contact. d) does not provide immediate feedback. e) is not compatible with other promotional activities.

A person who primarily seeks repeat sales is called a(n) a) current customer order getter. b) order recorder. c) order taker. d) follow-up salesperson. e) missionary salesperson.

A primary goal of routing and scheduling decisions in personal selling is to a) determine the sequence in which customers will be called on. b) use existing transportation facilities. c) minimize nonselling time. d) determine duration of sales calls. e) provide salespeople with an opportunity to plan their own routes and schedules.

A sales representative for Coca-Cola travels to various restaurants to determine how much syrup the customer needs for the coming period. This sales representative would be classified as a(n) a) order getter. b) inside order taker. c) field order taker. d) missionary salesperson. e) trade salesperson.

A temporary price reduction to resellers for purchasing specified quantities of a product is a) premium money. b) a merchandise allowance. c) a buying allowance. d) a buy-back allowance. e) a money refund.

Aaron Epstein tells his fellow retail salesperson at Zales Jewelers that during the second quarter he is going to sell all the Alance watches he can and use his extra earnings to go to Cancun. He exclaims, "Can you believe the __________ program they have on for this quarter?" a) buying allowance b) merchandise allowance c) push money d) dealer loader e) sweepstakes

Assisting the producer's customers in selling to those customers is the major purpose of which type of salesperson? a) Trade salesperson b) Technical salesperson c) Missionary salesperson d) Order getter e) Order taker

At one time, Wheaties offered two free golf balls with the purchase of a twin pack of Wheaties cereal featuring Tiger Woods. This is an example of a a) consumer prize. b) rebate. c) premium. d) free sample. e) free merchandise.

Creating a favorable impression and developing rapport with prospective customers is a critical part of the ______ step of personal selling. a) following up b) making the presentation c) approach d) prospecting e) preapproach

Customer density and distribution are important factors in a) prospecting. b) motivating salespeople. c) creating sales territories. d) compensating salespeople. e) establishing sales force objectives.

Effective motivation of a sales force is best achieved through a) annual retreats at resort locations open to families. b) emphasizing sales force objectives and their connection to compensation. c) an organized set of activities performed continuously. d) motivation meetings when sales have declined. e) daily pep talks before the sales force makes sales calls.

Jamba Juice offers its customers a stamp card that allows them to receive a free smoothie after they have filled an entire card. This is an example of a a) free sample. b) rebate. c) frequent-user incentive. d) premium. e) consumer contest.

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called a) advertising. b) sales promotion. c) personal selling. d) target marketing. e) public relations.

Recruiting and selection of salespeople should include enough steps to yield the information needed to make accurate selection decisions. However, the stages of the process should be sequenced so that the more expensive steps are a) near the beginning. b) always completed before anything else. c) near the end. d) paid by the prospects rather than the company. e) never reached.

Rick has reviewed a prospect's account and credit history, identified product needs, and gathered the appropriate literature. He feels he is ready for the ____ step of the personal selling process. a) prospecting b) presentation c) approach d) preapproach e) closing

Ryan Amerson leads his company's clients through the installation procedure of their new industrial equipment. He also helps answer their questions about product characteristics and system design both before and after their purchases. Ryan is a a) trade salesperson. b) missionary salesperson. c) technical salesperson. d) systems engineer. e) field order taker.

Sherry Sullivan, Kevin Miller's sales manager, points out to him that his last shopper in the housewares department didn't seem involved as he explained the new food processor to her. She suggests that he use a ___________ as part of his presentation next time. a) video b) referral c) demonstration d) trial close e) qualification

Sometimes retailers are offered temporary price reductions for purchasing specified quantities of a product. These offers are used to provide an incentive to handle a new product, to achieve a temporary price reduction, or to stimulate the purchase of an item in large quantities. What is this sales promotion? a) Push money b) Buy-back allowance c) Buying allowance d) Cents-off offer e) Money refund

c) deceptive

The two groups of order takers in personal selling are a) current customer salespeople and new-business salespeople. b) missionary salespeople and trade salespeople. c) inside order takers and field order takers. d) trade salespeople and technical salespeople. e) advisory order takers and support order takers.

The type of salesperson that usually requires training in physical science or engineering is the a) trade salesperson. b) missionary salesperson. c) technical salesperson. d) order taker. e) order getter.

When a salesperson asks the customer to buy the product several times throughout the sales presentation in an effort to uncover hidden objections, it is called a) order taking. b) new-business selling. c) trial closing. d) order getting. e) overcoming objections.

Which of the following is most likely to stimulate customer loyalty? a) Coupons b) Sweepstakes c) Frequent-user incentives d) Samples e) Premiums

Which of the following is not a reason why the proportion of promotional dollars spent on sales promotion has increased in recent years? a) Retailers have become more powerful relative to manufacturers and are demanding more trade sales promotion efforts. b) Because of an increased focus on value, consumers are more responsive to promotional offers. c) The greater emphasis on improving long-term performance has resulted in an increased use of sales promotion methods. d) Sales promotions aimed at convincing customers to change brands are more effective because of declines in brand loyalty in general. e) All of these are reasons for the increasing proportion of promotional dollars being spent on sales promotion efforts.

Which of the following is the best example of a well-stated sales objective? a) Companywide sales should increase by 25 percent. b) Each salesperson should increase his or her client group by 10 percent. c) Each salesperson should bring in $25,000 in new sales by November 15. d) The sales force should increase the market share in all markets by December 1. e) Each salesperson should increase the number of calls they make by 20 percent.

While sales contests can motivate employees at all levels to participate, a disadvantage of this method of sales promotion is that a) they are often too complicated. b) they are not taken seriously by the employees. c) people often discontinue their positive behavior after the contest is over. d) many point-of-purchase display materials are needed to implement a contest. e) people often feel they are not being recognized enough.

c) Kevin simply tunes out pop-up ads on the Internet so that they don't even enter his awareness.

c) Sales promotion

c) The role of promotion is to stimulate product demand.

c) encourages materialism.

c) handshake

c) noise

c) retaining existing customers; acquiring new customers

c) selective

Pizza Hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should a. Have a contest to gather consumer-generated content. b. Ignore comments from Critics. c. Add tags to webpages or photos. d. Post its own promotional messages on blogs and websites. e. Stick to traditional promotions rather than social networking.

c. Add tags to webpages or photos.

Which of the following characteristics distinguish online media from traditional marketing? a. Experience, networking, and personal contact b. Social networking, personal contacts, control, and salesmanship c. Addressability, interactivity, accessibility, connectivity, and control d. Environment, responsiveness, customization, and affordability e. Dynamic responsiveness, control, friendliness, and attention-getting

c. Addressability, interactivity, accessibility, connectivity, and control

____ are web-based journals in which writers can editorialize and interact with other Internet users. a. Bings b. Googles c. Blogs d. Podcasts e. Wikis

c. Blogs

Due to consumer concerns over privacy, the ____ is considering regulations that would limit the amount of consumer information that marketers can gather online a. Internet Protection Agency b. Consumer Protection Agency c. Federal Trade Commission d. Better Business Bureau e. technology division of the Federal government

c. Federal Trade Commission

Which of the following statements is true about e-marketing and the marketing mix? a. For most companies, digital marketing is not necessary to grab and maintain market share. b. Consumers' increased access to product information causes them to buy more than they otherwise would. c. In some cases, companies will only offer certain products via digital media, including the Internet. d. Digital media cannot help businesses streamline their organizations. e. Basic Internet literacy is declining all over the world.

c. In some cases, companies will only offer certain products via digital media, including the Internet.

____ are online users who do not participate in any digital online media. a. Collectors b. Spectators c. Inactives d. Creators e. Critics

c. Inactives

____ allows customers to express their needs and wants directly to a company in response to its marketing communications. a. Socialability b. Addressability c. Interactivity d. Accessibility e. Control

c. Interactivity

Anyone who becomes a member of Twitter, Facebook, or other social networking sites is a a. Collector. b. Spectator. c. Joiner. d. Creator. e. Critic.

c. Joiner.

____ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers. a. Wikis b. Blogs c. Podcasts d. Virtual realities e. Photo-sharing

c. Podcasts

You have just completed a two-day offsite meeting with your marketing team. During the meeting, you solidified your company's strategy for distributing, promoting, pricing products, and understanding the needs and desires of your customers by utilizing digital media marketing tactics. Which of the following statements best describes what you just accomplished? a. You developed your company's marketing concept. b. You developed your company's go-to-market strategy. c. You developed your company's e-marketing strategy. d. You developed your company's marketing mix strategy. e. You developed your company's product distribution strategy.

c. You developed your company's e-marketing strategy.

A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the product or service. a. a news article comments page b. an email c. a popular blog d. a company Web page e. a Wikipedia page

c. a popular blog

Papa John's received negative publicity concerning the quality of the contents used in making their pizza. The information in the news report was incorrect, and was corrected on the next newscast. However, Papa John's wanted to go further and respond to the issue by creating a web-based journal that gives accurate information about Papa John's and the ingredients they use. This journal is an example of a(an) a. electronic news source. b. digital diary. c. blog. d. podcast. e. Twitter account.

c. blog.

Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzed, and Clue. The company has posted online cash rewards for consumer reviews of their games. In doing so, Milton Bradley/Parker Brothers is striving to utilize a. electronic media. b. a test market. c. consumer-generated marketing. d. new concept viewing. e. Fan Pages.

c. consumer-generated marketing.

Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers usingdigital media and digital marketing. a. digital orientation b. digital media c. electronic marketing d. digital electronics e. electronic processing

c. electronic marketing

Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should a. compare sales before and after the campaign was launched. b. monitor web traffic during the campaign. c. monitor the website to see if web traffic increased after the launch of the campaign. d. compare demand before and after the campaign was launched. e. measure sales and profitability after the campaign was launched.

c. monitor the website to see if web traffic increased after the launch of the campaign.

The Internet can be referred to as a ____ medium because users determine which websites they are going to view. a. selective b. discriminating c. pull d. push e. monopolistic

c. pull

The Internet is often called a _________ medium because users determine which websites they are going to view. a. ubiquitous b. democratic c. pull d. empowering e. selective

c. pull

Two trends that have caused consumer-generated information to gain importance is a. the recession and a reduction of advertising expenditures. b. globalization and the cultural trend of consumers being influenced by the "village." c. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations. d. an increase in mobile digital technology and store brands. e. an increase in children's influence over the purchasing decision and the fact that adults other than parents influence children.

c. the increase of consumers sharing their opinions through digital media and the consumer's mistrust of information from corporations.

international promotion

can be difficult because of lack of promotional channels

Through _____, , retailers ask a supplier of a particular type of product how to stock the shelves.

category management

When Yoplait Yogurt gives a portion of its profits to breast cancer research, it is using

cause-related marketing

The _______ stage of the personal selling process is when the salesperson asks the prospect to buy the product

closing

When organizing perceptual inputs, people tend to mentally fill in missing elements in a pattern or statement. This principle is called Select one: a. distortion. b. framing. c. closure. d. interpretation. e. figure-ground.

closure

Google is the ultimate website for people who want to collect information. Google started out as a search engine and then expanded into offering many other services. ______ were Google's initial target market.

collectors

______ usually constitute a smaller part of the online population than the other groups.

collectors

proximic

communicating by varying the physical distance between two parties in face-to-face interactions

Promotion

communication that builds and maintains favorable relationships by informing and persuading one of more audiences to view an organization more positively or favorably and to accept its product

promotion

communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products

promotion

communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization positively and to accept its products - goal is to stimulate product demand and build customer relationships

tactile

communication through touching

Brands that are promoted through comparative advertising are most likely to be

company's/ brands trying to compete with market leaders

Northface launched a promotional campaign using various forms of digital media. In order to evaluate the success of the campaign, Northface should

compare sales before and after the campaign was launched.

straight commission

compensation plan compensated solely by sales in a given period

Straight salary

compensation plan sales people are paid a specified amount regardless of effort

commission

compensation plan salespeople are paid a fixed salary plus commission based on sales volume

Compensating salespeople

compensation should be flexible, equitable and easy to administer

business products

concentrate on personal selling and sales promotion

The Disney website offers users the ability to create a character or a comic. You have the option of allowing other people to view and comment on your new creation. Which characteristic of e-marketing is being utilized here?

connectivity

_______ involves the use of digital networks to provide linkages between information providers and users.

connectivity

a) Connectivity has improved because of digital media like Facebook and other social networking sites. b) Social networks often attract large and diverse audiences, which are appealing to marketers.

connectivity

When shopping for detergent, Dylan looks at Arm & Hammer, Gain, Method, and Cheer and chooses the one that is on sale. These four brands make up his ____ set. Select one: a. problem b. purchase c. alternate d. consideration e. imposed

consideration

art work

consists of an advertisement illustration and layout

Parker Brothers has posted on-line cash rewards for consumer reviews of their games. In doing so, Parker Brothers is striving to utilize

consumer-generated marketing

One trend that has caused consumer-generated information to gain importance is

consumers' tendencies to trust other consumers over corporations.

Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media.

control

Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ______ characteristic of online media.

control

Due to external pressures and concerns for privacy, Yahoo now has an opt-out option for Internet-based advertising. This is an example of

control

Gabrielle is a retailing and consumer sciences major and plans to pursue a career in fashion design. She enjoys setting the trends for her friends and owns approximately 50 pairs of shoes. She loves shopping for shoes on Zappos, a popular online retail store that is a subsidiary of Amazon. Zappos offers millions of styles of shoes, but Gabrielle can simplify her search through the use of filters. She can filter the search by style, color, material, brand name, and heel height in order to reduce the number of shoes that appear in the search results. Zappos is taking advantage of _____, one of the characteristics of online media. Select one: a. interactivity b. addressability c. accessibility d. control e. connectivity

control

Visitors to the Disney website have the ability to regulate the information they view and the activities they participate in. This is an example of

control

______ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.

control

a) The Internet is a "pull" medium because users can regulate the information to which they are exposed—putting the power in the hands of consumers, not marketers. b) Negative reviews can damage a company, but positive reviews represent free publicity.

control

coding process (encoding)

converting meaning into a series of signs or symbols

decoding process

converting signs and symbols into concepts and ideas

Facilitating Re-seller Support

cooperative advertising efforts between manufacturers and retailers

integrated marketing communications

coordinating multiple marketing tools to produce this synergistic effect requires a marketer to employ a broad perspective. - is increasingly accepted - consistent message to customers - coordinate/manage promotional efforts

integrated marketing communications

coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers

consumer sales promotion methods

coupons free samples premiums consumer contest

Pizza hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should

create a Fan Page and invite consumers to post their thoughts

Pizza hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should

create a Fan Page and invite consumers to post their thoughts.

Often when a company introduces a new product or line extension, its promotion will focus on ______ in order to initiate the product-adoption process

creating awareness

Customer density and distribution are important factors in

creating sales territories

Consumers who act as ______ are becoming increasingly important to online marketers as a conduit for addressing consumers directly.

creators

Google can give instructions on how to construct almost anything, from a house to a science experiment. As for online applications, you can learn anything from developing your own website to starring in a video. Google's "how to" features would most likely appeal to

creators

Red Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are

creators

______ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis.

creators

Toyota encourages customers to post reviews on their company website in the hopes of increasing the company's

credibility

Through Google, people can comment on someone else's blog, post product reviews, or contribute to a wiki. ______ would most likely participate in this kind of activity.

critics

create awareness

crucial to initiating the product adoption process for new products

Reinforcement advertising is primarily targeted at

current users of a particular product

One of the most important benefits of e-marketing is the ability of marketers and Select one: a. government regulators to share information. b. customers to share information. c. vendors to share resources. d. customers to obtain digital information. e. competitors to share information.

customers to share information

A dealer loader is a) additional compensation to salespeople from the manufacturer to promote a line of goods. b) an agreement in which a producer offers free merchandise to a retailer. c) an advertisement that promotes a product and identifies retailers who sell the product. d) a gift to a retailer who purchases a specified quantity of merchandise. e) a temporary price reduction to resellers for purchasing a certain quantity of merchandise.

A missionary salesperson is usually employed by a) a retailer. b) a wholesaler. c) either a retailer or a producer. d) a manufacturer. e) an independent intermediary.

As Quaker Oats tries to decide how to introduce its new line of breakfast bars, it considers all the advantages and disadvantages of the various consumer sales promotion methods. After careful consideration, Quaker Oats decides to use _____, which are the most widely used form of consumer sales promotion. a) free samples b) rebates c) point-of-purchase displays d) coupons e) cents-off offers

Developing a list of potential customers is called a) preapproaching. b) surveying. c) scouting. d) prospecting. e) screening.

During his presentation to Mrs. French about a high-end gourmet oven, Brian asks, "Would you prefer black or stainless steel?" This is an example of a a) referral. b) recommendation. c) follow up. d) trial close. e) closing argument.

Fraudulent usage, inability to attract potentially brand-loyal customers, and use by current customers but not new customers are believed to be disadvantages of which of the following? a) Sweepstakes b) Money refunds c) Frequent-user incentives d) Coupons e) Premiums

If Green Giant wants to provide its resellers with a secondary incentive to stimulate repurchases after an initial consumer coupon campaign for its latest product, it can offer resellers a sum of money for each unit purchased. This type of sales promotion is a a) buying allowance. b) count-and-recount allowance. c) scan-back allowance. d) buy-back allowance. e) coupon follow-up campaign.

In which of the following does the salesperson join with people from the firm's financial, engineering, and other functional areas to engage in the personal selling process? a) Trade selling b) Missionary selling c) Relationship selling d) Team selling e) Technical selling

Jose Suarez has been hired as sales manager at a new firm and is trying to come up with a sales force compensation method. He would like to have selling expenses relate directly to sales resources, an aggressive sales force, and minimization of nonselling tasks. What compensation method(s) would best fulfill his requirements? a) Combination b) Straight salary c) Straight salary plus generous fringe benefits d) Straight commission e) Salary plus a bonus

Ray Singh is preparing to evaluate one of his sales representatives, Julie Hill. His evaluation of her performance for the prior year led to his conclusion that she lacked key product information. At their upcoming session, he will most likely do which of the following? a) Decrease the size of her territory. b) Increase her sales quotas. c) Terminate her. d) Recommend that she attend a training program. e) Ignore this problem given that her sales results were good.

Retail salespeople are classified as a) order getters. b) support personnel. c) trade salespeople. d) inside order takers. e) field order takers.

Sales objectives for individual salespeople can be stated in several ways. Which of the following would least likely be used for stating an individual salesperson's goal? a) Dollar volume sales b) Unit volume sales c) Average order size d) Ratio of profits relative to number of sales calls e) Average number of calls per time period

Stacey's client group has been gradually shrinking and she is looking for new prospective clients. She has decided to spend a couple of days approaching potential customers without any prior consent. Stacey's method of approach is known as a) referral approach. b) ambulance chasing. c) door-to-door selling. d) cold canvass. e) repeat contact.

The best advice for recruiting and selecting salespeople for one's organization would be a) follow a clear set of generally accepted job characteristics when determining an applicant's qualifications. b) keep the expensive stages near the beginning of the recruiting process. c) find out how long the applicant plans to stay with the company. d) make recruitment a continuous activity aimed at seeking out the best applicants. e) recruit primarily from educational institutions.

The difference between consumer sales promotion methods and trade sales promotion methods is a) with consumer sales promotion, marketers try to persuade retailers to carry their products. b) with trade sales promotion, marketers focus on trading with consumers. c) consumer and trade sales promotions aim at retailers, but only trade sales promotions aim at wholesalers. d) consumer sales promotions focus on getting consumers to buy their products, whereas trade sales promotions focus on getting wholesalers and retailers to buy. e) trade sales promotions attempt to persuade people to buy at particular stores, whereas consumer sales promotions focus on persuading people to buy particular products.

The final stage of the selling process is a) closing. b) trial close. c) presentation. d) follow-up. e) overcoming objections.

The most common sales force evaluation practices are for sales managers to compare a salesperson's performance with other salespeople operating under similar selling conditions, or to compare a) the size of sales territories. b) selling expenses by various members of the sales force. c) the amount of new business generated. d) current performance with past performance. e) the ratio of costs to profits.

The purpose of the ___________ stage in personal selling is to determine customers' problems and questions about using the product. a) prospecting b) approach c) overcoming-objections d) follow-up e) closing

The stage of the personal selling process in which the salesperson attempts to make a favorable impression, gather information about the customer's needs and objectives, and build a rapport with the prospective customers is called a) prospecting. b) preapproach. c) approach. d) making the presentation. e) overcoming objections.

The step of the personal selling process in which a salesperson contacts a potential customer is called a) making the presentation. b) cold calling. c) the preapproach. d) the approach. e) prospecting.

When a manufacturer rewards retailers based on the number of pieces moved through their scanners, this sales promotion method is known as a a) merchandise allowance. b) count-and-recount allowance. c) buy-back allowance. d) scan-back allowance. e) scan-count allowance.

Which of the following is an example of a trade sales promotion method? a) Frequent-user incentives b) Point-of-purchase displays c) Retailer coupons d) Free merchandise e) Money refunds

Zack Freedman is an experienced salesperson who has worked for the same company for 20 years. When he is informed that he must attend a training seminar the following Tuesday, he believes it will most likely be about a) the company. b) his customers' companies. c) basic selling methods. d) new-product information. e) prospecting.

___________ are designed to identify the customers called on and to present detailed information about interaction with those clients. a) Invoices b) Feedback notices c) Work schedules d) Call reports e) Recall files

d) After Ford promotes the towing capacity of its F-series trucks, DaimlerChrysler soon emphasizes the towing capacity of its Dodge trucks.

d) Personal selling

During the introduction stage of the product life cycle, which type of promotion would a firm focus on? a) Reminder b) Competitive c) Comparative d) Pioneer e) Repetitive

d) Pioneer

d) communication channels.

d) give information about themselves and their tastes.

d) informs consumers and places them in a position to specify the products that they seek.

d) properly plan, implement, coordinate, and control communications.

d) publicity.

____ connects customers with marketers as well as other customers. a. Accessibility b. Addressability c. Interactivity d. Connectivity e. Control

d. Connectivity

____ involves the use of digital networks to provide linkages between information providers and users. a. Accessibility b. Addressability c. Interactivity d. Connectivity e. Control

d. Connectivity

____ are more consumer-driven than traditional media. a. Television commercials b. Radio spots c. Print ads d. Digital media e. Billboard advertisements

d. Digital media

Sonic communicates with its customers through ____, which is the most popular social networking site in the world. a. Flickr b. Twitter c. LinkedIn d. Facebook e. Google+

d. Facebook

Crate and Barrel uses ____ to market themselves visually by displaying snapshots of company events, staff, and products. a. wikis b. blogs c. Skyrocket d. Flickr e. Twitter

d. Flickr

Internet sites that allow users to share photos, videos and podcasts are called which of the following? a. Video-sharing sites b. Photo-sharing sites c. Virtual sites d. Media-sharing sites e. Wikis

d. Media-sharing sites

____ includes any attempt to intentionally conduct dishonest activities online. a. Racketeering b. Online spam c. Digital identity theft d. Online fraud e. Online bribery

d. Online fraud

____ are free online publicity that helps the company. a. Negative customer reviews b. Company websites c. Anti-company wikis d. Positive customer reviews e. Social technographics

d. Positive customer reviews

Ralph Lauren has retail stores in China where Spectators make up the majority of the online population. The Spectators are interested in reading about the latest fashions from the western culture but don't typically create and add their own content. Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should Ralph Lauren do? a. Have a contest to gather consumer-generated content. b. Ignore comments from Critics. c. Add tags to webpages or photos. d. Post its own promotional messages on blogs and websites. e. Stick to traditional promotions rather than social networking.

d. Post its own promotional messages on blogs and websites.

Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first ten people to answer a riddle by calling a local phone number will receive free tickets to the show and back-stage passes. Which social networking site would be the best for Lady Gaga to broadcast information about this contest? a. Flickr b. Facebook c. Google+ d. Twitter e. Skyrocket

d. Twitter

Red Bull has started introducing new products and information to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are a. collectors. b. spectators. c. joiners. d. creators. e. critics.

d. creators.

The ability to process orders electronically and increase the speed of communications via the Internet reduces a. customer satisfaction due to lack of human involvement. b. customer satisfaction due to hard-to-navigate websites. c. cognitive dissonance. d. distribution costs. e. customer involvement.

d. distribution costs.

As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed a. in danger. b. under the authority of the government. c. in the hands of the company's competitors. d. in the hands of the consumer. e. in the hands of the stockholders.

d. in the hands of the consumer.

Digital media such as blogs allow marketers to interact with prospective customers in a. person. b. an assertive manner. c. a non-threatening environment. d. real time. e. friendly environment.

d. real time.

Sam's Club has developed a website that allows employees to create a profile and connect with co-workers for the purpose of getting acquainted and building a work related network. This is an example of a a. virtual reality. b. podcast. c. recruiting tool. d. social network. e. employment opportunity.

d. social network

One trend that has caused consumer-generated information to gain importance is a. the recession. b. the globalization of companies. c. the increase in store brands. d. the increase of consumers using digital media to publicize their own product reviews. e. the increase in consumer buying power.

d. the increase of consumers using digital media to publicize their own product reviews.

Some companies use ____ as internal tools for teams working on a project requiring lots of documentation. a. Facebook pages b. Fan Pages c. Bings d. wikis e. Notebook pages

d. wikis

MySpace has experienced difficulties competing with Facebook, in part because of its reputation as more of a ______ site than one for keeping in touch with friends.

dating

When developing an advertising campaign, the company first identifies and analyzes the target audience then_____.

defines the advertising objectives

The feasibility and degree of globalization is determined by the Select one: a. degree of similarity among the various environmental and market conditions. b. degree of commitment by local managers. c. culture of the nation. d. degree of adoption of Western culture. e. laws of the nation.

degree of similarity among the various environmental and market conditions.

Selective Demand

demand for a particular brand - like it for its strength and benefits

primary demand

demand for a product

selective demand

demand for a specific brand

personal selling

dependent on recruiting and hiring qualified salespeople

Interactive links on websites can help advertising move away from being an intrusion to

developing relationships

Electronic media that function using digital codes are called

digital media

It is important that marketers incorporate multiple ___ into their marketing strategies

digital media

Types of ___ in which Internet users are likely to participate include blogs, wikis, video sharing sites, podcasts, social networking sites, virtual reality sites, mobile applications, and more.

digital media

____ are more consumer-driven than traditional media.

digital media

______ are more consumer-driven than traditional media.

digital media

high absolute dollar outlay, slow feedback, difficult to measure effect, less persuasive, limited time exposure

disadvantages of advertising

expensive, labor intensive, time consuming

disadvantages of personal selling

The ability to process orders electronically and increase the speed of communications via the Internet reduces

distribution costs

After purchasing a product, postpurchase evaluation may result in cognitive dissonance. Cognitive dissonance is Select one: a. dissatisfaction with the purchase. b. the establishment of criteria for comparing products. c. doubts that occur because the buyer questions whether the decision to purchase the product was right d. a function of the manner in which the manufacturer of the product describes its attributes. e. the congruence between external and internal searches for product information.

doubts that occur because the buyer questions whether the decision to purchase the product was right

"Mrs. Brucker, you would agree that this is the most attractive car interior in this price range, wouldn't you?" Cliff Davis, a salesperson at Midtown Ford, was using a(n) ___________ when he made this statement. a) referral b) objective c) bandwagon approach d) follow-up e) trial close

A company may determine how many sales calls per year it needs to serve customers effectively and divide that by the average number of sales calls made by one salesperson in order to a) recruit appropriate salespeople. b) set sales force calling objectives. c) compensate salespeople fairly. d) train its salespeople. e) determine sales force size.

A salesperson finds and analyzes information about each prospect's specific product needs, current use of and feeling about brands, and personal characteristics during a) prospecting. b) the approach. c) presentation preparation. d) overcoming objections. e) the preapproach.

A salesperson should try to close the sale a) at the end of the sales presentation. b) during the preapproach. c) about halfway through the sales presentation. d) after overcoming the biggest objection. e) several times during the sales presentation.

A support salesperson who usually advises customers on product characteristics and application, system design, and installation procedures is a(n) a) trade salesperson. b) inside order taker. c) tech support worker. d) missionary salesperson. e) technical salesperson.

An arrangement in which a manufacturer pays a certain amount of a retailer's media costs for advertising that manufacturer's products is a) a buy-back allowance. b) a merchandise allowance. c) premium money. d) push money. e) cooperative advertising.

Company sales records, commercial databases, newspaper announcements, telephone directories, and public records are all sources used for a) surveying. b) screening. c) researching. d) preapproaching. e) prospecting.

Heinz uses various techniques such as coupons, free samples, and consumer contests to encourage consumers to try its products. All of these marketing activities are considered a) trade sales promotion methods. b) consumer incentives. c) consumer sweepstakes. d) buying allowances. e) consumer sales promotion methods.

In establishing sales promotion objectives, a marketer should always a) concentrate on activities that will increase consumer demand. b) focus on consumers. c) focus on resellers. d) be defensive in the methods used. e) align objectives with the organization's overall objectives.

Janetta Light tells her sales manager that she will be devoting more effort to ___________ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan. a) approaching customers b) preapproaching c) closing the sale d) following up e) prospecting

Jennifer Clarkson, a sales representative for a publisher of college textbooks, had the southern half of the state as a sales territory. Last year, the director of marketing for the publishing company told Jennifer's sales manager to increase her territory to the entire state. Now Jennifer's customers are less satisfied with the company. They are most likely to blame ___________ for their reduced level of customer satisfaction. a) the textbook authors b) the company's chief executive officer c) the marketing manager d) the sales manager e) Jennifer

On a break between classes, Kelley Macon selects two magazines and mails the Publishers Clearing House entry form. She doubts that she will win $10 million, but she never passes up a chance to participate in a a) premium. b) consumer contest. c) sampling. d) sales contest. e) sweepstakes.

Personal selling goals include finding prospects, convincing prospects to buy, and a) monitoring new products being developed. b) being aware of competitors' sales activities. c) seeking one-sale customers. d) avoiding repeat transactions. e) keeping customers satisfied.

Scott Bartello, a salesperson for Xerox, develops a list of potential customers and evaluates them on the basis of their ability, willingness, and authority to purchase copy machines. This process is called a) customer search. b) preapproach. c) approaching the customer. d) audience selection. e) prospecting.

Signs, counter pieces, racks, and self-service cartons are all forms of a) in-store attention grabbers. b) demonstrations. c) retail media. d) premiums. e) point-of-purchase displays.

The process of putting one's thoughts (meaning) into signs (symbols) is called a) decoding. b) noise. c) interference. d) transmission. e) the coding process.

The salesperson must attract and hold the prospect's attention, stimulate interest, and spark a desire for the product during the a) prospecting. b) preapproach. c) follow up. d) approach. e) sales presentation.

When Levi's agrees to pay JC Penney's money for providing television advertising and Sunday newspaper sales fliers emphasizing Levi's jeans, Levi's is offering a) premium money. b) cooperative advertising. c) a dealer loader. d) a buying allowance. e) a merchandise allowance.

When better market conditions prevail or when company growth occurs, a company may suffer if it a) lowered its sales force objectives. b) recruited additional salespeople. c) decided to use a combination compensation plan. d) provided additional training for its sales force. e) cut back the size of its sales force.

Which of the following involves building mutually beneficial long-term associations with a customer—usually a business customer—through regular communications over prolonged periods of time. a) CRM selling b) Missionary selling c) Exclusive selling d) Team selling e) Relationship selling

Which of the following is least likely to be directly involved in actually making sales? a) Order taker b) Current-customer salesperson c) Order getter d) Field order taker e) Support sales personnel

Which of the sales force compensation methods is easy to administer, yields more predictable selling expenses, and provides sales managers with a large degree of control over salespeople? a) Straight commission b) Salary plus bonus c) Salary and commission d) Straight commission and combination e) Straight salary

Yolanda's job is to find new customers for her company's telecommunication services. She encourages existing customers to add more services and finds customers who are completely new to the company. Yolanda would best be classified as a(n) a) order taker. b) order generator. c) missionary salesperson. d) technical salesperson. e) order getter.

___________ are offers of cash to customers who purchase a specific product, and ___________ are offers of cash to customers who purchase a specific quantity of a specific product. a) Rebates; reimbursements b) Cents-off; refunds c) Rebates; premiums d) Buy-back allowances; money refunds e) Rebates; money refunds

e) Public relations

e) cause-related marketing.

e) channel capacity

The vehicle through which the coded message is transmitted from the source to the receiver is called a(n) a) coder. b) decoder. c) encoder. d) relay channel. e) communication channel.

e) communication channel.

e) has some flaws, and it pervades our daily lives.

e) identifying prospects.

49. Anything that reduces the accuracy and clarity of communication is called a) distraction. b) feedback. c) interference. d) discordance. e) noise.

e) noise.

e) personal selling.

e) proxemic communication.

e) reduce sales fluctuations.

e) reducing sales fluctuations.

e) selective demand.

The process of putting one's thoughts (meaning) into signs (symbols) is called a) decoding. b) noise. c) interference. d) transmission. e) the coding process.

e) the coding process.

The most important benefit of ___ is the ability of marketers and consumers to share information. The Internet has changed how marketers communicate with consumers, suppliers, and employees.

e-marketing

____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information. a. Accessibility b. Addressability c. Interactivity d. Connectivity e. Control

e. Control

Zipcar is a group of individuals who share a car's services in order to save money and keep the environment green. Zipcar encourages its users to go to a blog and make comments or post ratings and reviews. These people would be called ____ with reference to the blog. a. Collectors b. Spectators c. Joiners d. Creators e. Critics

e. Critics

Which of the following regulatory bodies is responsible for enacting legislation that regulates the information companies can gather online from consumers and about consumers? a. U.S. Department of Justice b. Department of Homeland Security c. FDA d. U.S. Department of Commerce e. Federal Trade Commission

e. Federal Trade Commission

____ is a popular photosharing site on the Internet. a. Google+ b. Facebook c. MySpace d. Twitter e. Flickr

e. Flickr

KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should a. Have a contest to gather consumer-generated content. b. Ignore comments from Critics. c. Add tags to webpages or photos. d. Post its own promotional messages on blogs and websites. e. Focus more on traditional promotions rather than social networking.

e. Focus more on traditional promotions rather than social networking.

. ______________ can be ideas and creative materials, songs, movies, books, electronics that are developed to educate or entertain. a. Blogs b. Virtual sites c. Wikis d. Copyrights e. Intellectual property

e. Intellectual property

Of the online user segments in The Social Technographics Profile, the largest group in most countries is a. Creators b. Critics c. Collectors d. Joiners e. Spectators

e. Spectators

Smart phones contain ____ that help consumers access more information about businesses. a. treatments b. digits c. modulars d. actions e. applications

e. applications

Walgreen's has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. a. accessible b. controlled c. linked d. addressable e. interactive

e. interactive

As digital communication technologies have advanced, it is possible for marketers to a. have more control over their product's positioning. b. have more control over the processing of information. c. have more control over people's perceptions of their business. d. be more selective on news releases regarding their company. e. reach markets that were previously inaccessible.

e. reach markets that were previously inaccessible.

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends. a. their eating habits b. their spending money c. their disposable income d. their shopping partners e. their information searches

e. their information searches

The attrition rate for digital media channels is a. nonexistent. b. diminutive. c. low. d. about the same as traditional businesses. e. very high.

e. very high.

A ____ is a type of software that creates an interface that enables users to add or edit the content of some types of websites. a. bing b. digital diary c. blog d. podcasting e. wiki

e. wiki

Which of the following refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers using digital marketing.

electronic marketing

digital media

electronic media that function using codes, media available via computers, phones, and other digital devices.

The Internet has changed the way the managers at Chick-fil-A communicate and develop relationships with their customers and their

employees

The last stage in the development of any advertising campaign is

evaluating the advertisements effectiveness

The last stage in the development of any advertising campaign is

evaluating the effectiveness of advertising

___: 1) Became the largest social networking site in the world in 2008, with a third of all Internet users having visited the site. 2) Appeals to a broad demographic, making it a great resource for marketers. 3) The fastest growing demographic on ___ is women over 55. 4) Users can become a "fan" of products and companies they like. 5) Encourages consumer interaction with companies. 6) Good resource for small companies because it is an economical way to advertise.

facebook

The forces that other people exert on one's buying behavior are called social influences. These come from reference groups and opinion leaders, digital influences, social classes, culture and subcultures, roles, and Select one: a. perception. b. ethnic heritage. c. personality. d. attitudes. e. family.

family

The average Facebook user becomes a fan of several ______ each month

fan pages

feedback

A sales representative for Coca-Cola travels to various restaurants to determine how much syrup the customer needs for the coming period. This sales representative would be classified as a(n)

field order taker.

advertising

flexible and can reach large or small audiences

A schedule in which advertisements run for set periods of time, alternating with periods in which no ads are run is known as

flighting

KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should

focus more on traditional promotions rather than social networking

The final stage of the selling process is

follow-up

An opinion leader is likely to be most effective under all of the following conditions except when the Select one: a. follower has values and attitudes similar to the opinion leader. b. product details are numerous and complicated. c. follower has high product involvement. d. follower has attitudes and values that are different from those of the opinion leader. e. follower has low product knowledge.

follower has attitudes and values that are different from those of the opinion leader.

Aaron of WP International, a major marketer of word-processing software, calls the administrative assistant of Kimberly, director of purchasing for MMK, Inc. He sets up an appointment to discuss an upcoming purchase of software. The administrative assistant plays the role of ____ in this purchase decision. Select one: a. order giver b. buying center captain c. decider d. gatekeeper e. buyer

gatekeeper

Rockabye Baby is a boutique that sells luxury baby items. It is located in Los Angeles. The owner has been highly successful over the years and has decided to open another store in San Diego. However, sales at this store have been low. The owner asked a marketing consultant for advice about what went wrong. The consultant says the location is not ideal for the market. The owner located his store in a high-income area, but most of the people in the area are singles or retired couples. Instead, the owner should have used ____________ to identify an area of the city with higher-income neighborhoods characterized by couples who want only the best for their newborn babies. Select one: a. behavioristic segmentation b. benefit segmentation c. family life cycle d. geodemographic segmentation e. demographic segmentation

geodemographic segmentation

free samples

given out to stimulate trial of the product increases sales and improve distribution

The University of North Carolina and the University of Illinois at Urbana-Champaign both offer online MBA programs that are available to students around the world. This is an example of Select one: a. customization. b. nationalization. c. globalization. d. regionalization. e. licensing.

globalization

The two main reasons for criticism of promotional activities are that promotion

has some flaws, and it pervades our daily lives.

size

often drives which promotional elements are chosen

Marketers aiming at business customers, rather than at ultimate consumers, Select one: a. do not need to select target markets. b. have an enormous amount of information available concerning potential customers. c. have more difficulty in determining where their customers are located. d. are restricted in the types of promotion they can use. e. have more difficulty in estimating customers' purchase potentials.

have an enormous amount of information available concerning potential customers

national advertising/sales promotion

have higher expenses but low cost per individual

An ad's _____ is designed to attract readers' attention and develop interest so that they will read the entire advertisement.

headline

In your market research into the buying behavior of a target market, you have confirmed that members of the group do in fact exhibit varying levels of involvement when buying certain products. For example, you confirmed the group has a __________ level of involvement when they are purchasing cars and clothing. When they are shopping for groceries, they exhibit a __________ level of involvement. Select one: a. low; enduring b. low; high c. high; enduring d. enduring; high e. high; low

high;low

The first stage in the development of any advertising campaign is

identify and analyze target audience

The first stage in the development of any advertising campaign is

identifying the advertising target audience

Artwork, a major part of most advertisements, consists of the

illustrations and the layout

strong relationships with resellers

important to an organization's ability to maintain a sustainable competitive advantage

As a result of the escalating use of digital media, some of the marketer's control over dispensing product information has been placed Select one: a. in the hands of the consumer. b. in the hands of the stockholders. c. in the hands of the company's competitors. d. under the authority of the government. e. in danger.

in the hands of the consumer

As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed

in the hands of the consumer

______ are online users who do not participate in any digital online media.

inactives

intensive distribution

includes advertising and sales promotion

exclusive distribution

includes personal selling

receiver

individual or group that receives a message or meaning

consumer contest

individuals complete for prizes based on analytical or creative skills

Fan Pages are a(n) _______ way for companies to advertise their goods and services while also garnering information about consumers.

inexpensive

Effective management of integrated marketing communications is based upon

information about customers

Pioneer Promotion

informs potential customers about the product and what it is

One of the guaranteed constants in the global business environment is Select one: a. tariffs. b. taxes. c. war. d. instability. e. nationalism.

instability

When charitable organizations such as the American Cancer Society, Second Harvest Food Bank, and the Red Cross make purchases for goods and services to use in their daily operations, they would be considered to be _______ buyers. Select one: a. corporate b. reseller c. producer d. institutional e. government

institutional

If FedEx decided to outsource all of its marketing efforts to the MaxPro Company, which specializes in advertising, sales promotion activities, and public relations, FedEx would likely be striving to practice

integrated marketing communication

When a manufacturer saturates the market by selling to any intermediary of good financial standing that is willing to stock and sell the product, the manufacturer is engaged in ____.

intensive distribution

Blockbuster has set up a website that enables customers to converse with the company. This is an example of a(n) ______ website.

interactive

Walgreen's has set up a website that enables customers to converse with the company. This is an example of a(n) ____ website.

interactive

Walgreens has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website. Select one: a. addressable b. interactive c. linked d. controlled e. accessible

interactive

The Disney website is missing _______, because the website does not offer the opportunity for customers to directly communicate with Disney employees. Customers cannot express their needs and wants directly to the company.

interactivity

_______ allows customers to express their needs and wants directly to a company in response to its marketing communications

interactivity

a) Interactivity focuses on digital media that make interpersonal connections possible. b) It can help facilitate and enable ongoing conversations with customers, often in real-time, through the use of blogs and social networking sites.

interactivity

Assignment of meaning to organized information inputs is called Select one: a. redefinition. b. interpretation. c. selection. d. learning. e. motivation.

interpretation

When a business engages in _____ , it is managing the products it sells in such a way as to minimize costs including both the holding costs and potential stock-out costs.

inventory management

3. Public Relations

is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders.

1. Advertising

is a paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media such as television, radio, the Internet, newspapers, magazines, direct mail, outdoor displays, and signs on mass transit vehicles. -Individuals and organizations use advertising to promote goods, services, ideas, issues, and people.

2. Personal Selling

is a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation.

4. Sales Promotion

is an activity or material that acts as a direct inducement offering added value or incentive for the product to resellers, salespeople, or customers; examples include free samples, games, rebates, sweepstakes, contests, premiums, and coupons. -

Promotion

is communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its products

Primary demand

is demand for a product category - Orange juice, not Minute Maid

Primary Demand

is demand for a product category rather than for a specific brand of product. -is stimulated through pioneer promotion, which informs potential customers about the product: what it is, what it does, how it can be used, and where it can be purchased.

Selective Demand

is demand for a specific brand.

Sales promotion (sentence)

is more heavily used than ever; at the expense of advertising

A major disadvantage of personal selling is that it

is very expensive per contact

premiums

items offered as a bonus for purchasing a product

Anyone who becomes a member of MySpace, Twitter, Facebook, or other social networking sites is a

joiner

Google offers people the opportunity to join a variety of groups, ranging from different religions to nationalities to hobbies. There are nearly half a million groups from which to choose and connect with other members. Which online user would be most likely be interested in these groups?

joiners

The first modern social network was shut down due to

lack of interest

Eighteen-year-old students do not form a market for alcoholic beverages because they Select one: a. lack the money to purchase this type of product. b. do not have sufficient experience with this type of product. c. lack the authority to purchase this type of product. d. do not want to purchase this type of product. e. lack sufficient buying power to form a market.

lack the authority to purchase this type of product.

Julie Reese is working on developing a magazine advertisement for Planet Fitness, a health and fitness club. She knows what she wants the advertisement to say and the illustrations she wants to use, but she is having a tough time putting it all together. Julie is having trouble determining the

layout

Channel Capacity

limit on the volume of infomation a communication channel can handle which is determined by the least efficient component of the communication process

When a new variety of Envirokids whole-grain breakfast cereals is first introduced, consumers will most likely engage in ____ when deciding whether or not to purchase this new product. Select one: a. automatic processing behavior b. situational decision making c. routinized response behavior d. extended decision making e. limited decision making

limited decision making

1) A social networking site for professionals. 2) Is the fifth-largest social networking site. 3) A profile resembles a résumé. 4) Facilitates job searches and recruiting. 5) Companies use the site to familiarize users with their business.

Cause related Marketing

links the purchase of an organization's products to support of philanthropic organizations favored by the target market

Online surveys can serve as an alternative to

mail surveys, telephone surveys, or personal interviews

Routing and Scheduling salespeople

major goal is to minimize non-selling times and travel expenses

customer relationships

major goal of marketing is to maintain long term ____ _____.

Understanding where online users are likely to express their thoughts and opinions can help ____ use these forums to interact with consumers, address problems, and promote their firms.

marketers

promotional activities

may aim to offset or lessen the effect of a competitor's promotional and marketing programs

Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should

monitor the website to see if web traffic increased after the launch of the campaign

more authentic than company-generated content

WOM communcation

most effective for new-to-market and expensive products

promotion

most organizations expend a large amount of resources on ____.

Sydney won a hot-air balloon ride and dinner for two for being the top revenue-producing mortgage loan officer at her company for the month of October. This contest exemplifies a company's efforts at

motivating salespeople

1) Predates Facebook. 2) Was once the largest social networking site until Facebook surpassed it. 3) Has a reputation for being more of a dating network than Facebook. 4) Is available in many different languages.

myspace

new-product information.

Capitol Supply's sales and sales force have continued to expand. Now, the firm plans to add a fleet of company cars as part of its sales compensation package. For Capitol Supply, these vehicles would represent a ____ purchase. Select one: a. reevaluated b. straight rebuy c. new-task d. modified rebuy e. reciprocal rebuy

new-task

promotion and communication process

Anything that reduces the accuracy and clarity of communication is called

noise

anything that reduces a communication's accuracy and clarity is

noise

Inactives

none of the activities

____ includes any attempt to intentionally conduct dishonest activities online. Select one: a. Digital identity theft b. Racketeering c. Online bribery d. Online spam e. Online fraud

online fraud

______ includes any attempt to intentionally conduct dishonest activities online

online fraud

______ of online shoppers read ratings and reviews before making a purchasing decision.

over 3/4

The target audience for an advertising campaign is the

people toward whom the advertisements are directed

Colin McKinney, director of marketing for Greenwald Industrial Products, complains to his advertising director that the continuing slump in orders has apparently been perpetuated by the firm's failure to have the necessary advertising expenditures. Based on this information, Greenwald is most likely using the _____ approach to determine its advertising expenditures.

percent-of-sales

A car dealership is altering how it determines its advertising appropriation. It is moving from an approach where it sets its budget based on projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. It is switching from the _____ approach to the _____ approach.

percentage of sales , objective and task

A car dealership is switching how it determines its advertising appropriation. They are moving from an approach where they set their budget based on their projected revenue for the coming year to one in which it identifies the cost required to meet certain goals. They are switching from the _____ approach to the _____ approach.

percentage-of-sales; objective-and-task

A company that uses ____ normally has a large sales force that provides one-on-one communication with the targeted buyer and provides immediate feedback regarding the preferences of the targeted purchaser.

personal selling

Kinesic communication is an element in which type of promotional method?

personal selling

Paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation is

personal selling

geographic distribution

personal selling is feasible when customers are concentrated in a small area; dispersed customers often best reached with advertising

promotion mix

personal selling, public relations, sales promotion, advertising

word-of-mouth communication

personal, informal exchanges of communication that customers share with one another about products, brands, and companies

Integrated marketing communications coordinates the promotional efforts of an organization to ensure maximum informational and _____ impact on customers is achieved.

persuasive

1) Flickr is the most popular ___ website, but there are many. 2) ___ provides an opportunity for companies by enabling them to display snapshots of company events, staff, and products. 3) ___ sites allow users to upload, edit, and share photos. 4) Helps to add a "personal touch" to businesses

photo sharing

Honest Tea was initially unable to sell its beverages through Safeway stores because the company lacked sufficient infrastructure for:

physical distribution.

Aaron Mahnke is the host of Lore, which posts true life scary stories biweekly. Users love Lore because they enjoy listening to scary stories. Marketers like Lore because they can sponsor content and become affiliated with this popular show. Users can access Lore by going onto the site and accessing the audio content, or they can subscribe through Stitcher and receive new content automatically. Lore is most likely a Select one: a. virtual game. b. podcast. c. video sharing site. d. widget. e. social network.

podcast

Due to increasing consumer demand, many television networks are creating ____ of their shows. Select one: a. imitations b. virtual realities c. digital characters d. wikis e. podcasts

podcasts

Due to increasing consumer demand, many television networks are creating ______ of their shows.

podcasts

_______ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers.

podcasts

The purpose of ____ is to focus on enhancing the reputation of the total organization by increasing public awareness of a company's products, brands, or activities and by fostering desirable company images.

public relations

1) ___ are audio or video files that can be downloaded from the Internet via a subscription that delivers content to listening devices or personal computers. 2) ___ are convenient because the user can listen to the ___ on his/her Mp3 player at his/her convenience. 3) ___ are a good tool for reaching the 18-29 year old demographic. 4) Television networks, as well as companies, are all creating ___ in order to benefit from this trend.

podcasts/podcasting

Albatross Publishing sought to reduce expenditures related to the printing of books in its trade and educational market and contracted with a printing company in China. However, the publishing company soon realized that China has weak enforcement of intellectual property laws and that gray market books began appearing in the marketplace, which greatly affected Albatross's profits. The company found that it had little recourse against the contract manufacturer and learned a very difficult lesson in international marketing. This exemplifies the impact of _______ forces on international business. Select one: a. sociocultural b. technological c. competitive d. ethical and social responsibility e. political, legal, and regulatory

political, legal, and regulatory

__________ are free online publicity that helps the company

positive customer reviews

post its own promotional messages on blogs and websites

Walmart has stores in China where Spectators make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Walmart should

post its own promotional messages on blogs and websites.

When a producer offers a gift to a customer in return for buying its product, it is offering a ____ for that product. The goal of this sales promotional method is to attract the competitors' customers.

premium

Inelastic demand in business markets refers to a situation where Select one: a. demand for a given product fluctuates significantly over time. b. supply for a given product cannot keep pace with the demand for it. c. price increases or decreases will not significantly change demand for a given product d. demand for one product depends heavily on the demand for another product. e. demand for a given product fluctuates very little over time.

price increases or decreases will not significantly change demand for a given product

____ relates to perceptions of value and is the most flexible element of the marketing mix.

pricing

.. refers to demand for a product category rather than for a specific brand of product

primary demand

The five major stages of the consumer buying decision process, in order, are Select one: a. problem recognition, purchase, evaluation of alternatives, postpurchase evaluation, and rebuy. b. problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation. c. information search, establishment of product criteria, evaluation of alternatives, purchase, and postpurchase evaluation. d. information search, evaluation of alternatives, purchase, trial adoption period, and postpurchase evaluation. e. problem recognition, information search, evaluation of alternatives, postpurchase evaluation, and purchase.

problem recognition, information search, evaluation of alternatives, purchase, and postpurchase evaluation.

Individuals and business organizations that purchase products for the purpose of making a profit either by using the products to produce other products or by using them in their operations are classified as ____ markets. Select one: a. institutional b. reseller c. producer d. consumer e. government

producer

If the push policy is used in promoting a product, the firm

promotes only to the next marketing institution down the marketing channel

pull policy

promoting a product directly to consumers in order to develop strong consumer demand

push policy

promoting a product to the next institution down the marketing channel

Communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

promotion

communication that builds and maintains favorable relationships by informing and persuading one or more audiences to view an organization more positively and to accept its product is the role of

promotion

Advertising, personal selling, sales promotion, and public relations are called

promotion mix ingredients

selective distribution

promotion mixes may vary

demand, relationships

promotion's goal to stimulate product ___ and build customer ____.

slumps

promotional activities are often designed to stimulate sales during ____.

Encouraging product trail

promotional efforts designed to reduce the risk to consumers for using a product for the first time

To gain benefits from promotions. marketers strive to....

properly plan, implement, coordinate, and control communications

Janetta tells her sales manager that she will be devoting more effort to ____ in the coming weeks, as her list of potential customers has dwindled below the level of 30 firms recommended by the selling plan.

prospecting

Sayyid's company has launched a new product line, and he is put in charge of sales. He decides his first step will be to find potential customers in the company's sales records. Sayyid is

prospecting.

Kohl's, a department store featuring clothing and housewares, communication in news story form about its organization and its efforts to support local children's hospitals. This information is transmitted through mass media at no charge and is therefore called

publicity

The Sharper Image likes to use non personal communication in news story form such as press releases for its new and improved products. This is an example of

publicity

The Internet can be referred to as a ______ medium because users determine which websites they are going to view.

pull

The three general types of media schedules are

pulsing, flighting and continuous

Thanks to the role of the internet in the business buying decision process, interactions with a sales representative now Select one: a. occur much later in the process than in the past. b. rarely occur in the process. c. cost less than in the past. d. occur much earlier in the process than in the past. e. cost more than in the past.

rarely occur in the process

As digital communication technologies have advanced, it possible for marketers to

reach markets that were previously inaccessible

Digital media such as blogs allow marketers to interact with prospective customers in

real time

Decoding process

receiver attempts to to convert signs or symbols into meanings

feedback

receiver's response to a decoded message

Alton is reading a magazine ad for a new cologne. In the ad, he sees little more than a photo of a man riding horseback on a beach, and the name of the new cologne, Rugged. In this situation, Alton is a ___, one who ___.

receiver, decodes

feedback

receivers response to a message

IHOP is active on Facebook for the purpose of engaging in ______ marketing

relationship

Reminder advertising

reminds customers that an established brand is still around and still offers certain characteristics and benefits

Wholesalers help ____ by stocking in one place the variety of goods that this buyer would otherwise have to buy from many producers.

retailers

Albott Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Albott's use of which one of the following elements of the promotion mix?

sales promotion

Hunt's decided to put a much larger share of its promotion budget into _______ because of the heavy reliance it will be placing on coupons in the second quarter.

sales promotion

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing

sales promotion

The greatest amount of responsibility for providing customer satisfaction falls on the shoulders of

salespeople

Realizing that her firm's sales promotion budget was small and cut by 30 percent for the coming year, Stacey Baronas rules out ____ as playing a role in her sales promotion plan.

samples

When a manufacturer rewards retailers based on the number of pieces moved through their scanners, this sales promotion method is known as a

scan-back allowance.

Xavier loves Chipotle Mexican Grill. He loves the food and views it as being socially responsible. The other day he read in the paper that several people got sick from E. coli from Chipotle Mexican Grill restaurants. The article also detailed safety measures Chipotle was instituting to prevent this from happening again. Xavier would expect nothing less from Chipotle. He feels confident that Chipotle will institute highly effective safety measures. This is most likely an example of Select one: a. selective perception. b. information analysis. c. selective retention. d. selective distortion. e. perceptual selection.

selective retention

People's needs to grow, develop, and achieve their full potential are referred to by Maslow as ____ needs. Select one: a. self-actualization b. ego c. social d. esteem e. safety

self-actualization

Marketing strategists say businesses ________ consumers via social media

should connect to

Decoding

signs or symbols are converted by the receiver into concepts and ideas.

Market segment profiles are used to describe _____________ members of a market segment, and to explain ______________members in separate market segments. Select one: a. differences between; similarities among b. preferences among; preferences among c. differences between; differences between d. similarities among; similarities among e. similarities among; differences between

similarities among; differences between

Courtney is a market research analyst for a global consulting firm. She will be traveling to Frankfort next month to present her research to a meeting of company executives from around the world. This presentation could be instrumental in the company's decision of whether she should be promoted at the end of this year. Courtney has been thinking about the trip, which will be the first time she has been out of the country. She has decided to retire her old college luggage for a more professional-looking version and has begun to evaluate various brands. Courtney is most likely facing _____ for this particular purchase. Select one: a. selective retention b. perceptual involvement c. situational involvement d. enduring involvement e. internal retention

situational involvement

Target Market Characteristics to determine for promotional mix ingredients

size, geographic distribution, and demographic characteristics

target market

size, geographic distribution, demographic characteristics

As online ____ expands in popularity, marketers are using the venue to contact new target markets—especially the difficult-to-reach teen and young adult market.

social networking

Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses _______ as a research tool to gain this information.

social networking

According to Nielsen Marketing Research, consumers spend more time on ________ than e-mail

social networking sites

Online ___ are popular around the globe.

social networks

___ are valuable to marketers as a means of building relationships with customers, providing product information, and learning about consumer needs.

social networks

is promotion deceptive?

some are, but not all promotion should be condemned - laws, government regulation, and industry self-regulation have helped decrease deceptive promotion

A person, group, or organization that has a meaning it intends and attempts to share with a receiver or an audience is a

source

In the Gillette advertisement that claims, "Gillette, the best a man can get,' Gillette is the communication

source

Julie likes to read the blog connected to the fashion editors at Vogue magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n)____ with regard to the Vogue blog.

spectator

Of the online user segments in The Social Technographics Profile, the largest group is most countries is

spectators

Market researchers for a local bakery determined that Jewish people consume 63% of the portion of bagels sold in New York City. This is an example of ____ influence on consumer buying decision processes. Select one: a. subcultural b. demographic c. role d. situational e. social class

subcultural

A ___ is a large self-service store that caters to households and is known for selling a variety of items including fresh, frozen, and processed foods, paper products, cleaning supplies, housewares, toiletries, stationery, books and magazines, plants and flowers, and other items in a one-stop shopping for household needs format.

supermarket

On a break between classes, Kelley checks her smartphone and enters her contact information on the Publishers Clearing House site. She doubts that she will win $10 million, but she never passes up a chance to participate in a

sweepstakes

Digital media have created opportunities for companies to

target specific markets

Nick is a salesperson for DuPont. His college degree is in engineering, with a minor in physical science. Nick is most likely a(n)

technical salesperson.

Connectivity

the ability for consumers to be connected with marketers along with other consumers

Accessibility

the ability for marketers to obtain digital information

Interactivity

the ability of customers to express their needs and wants directly to the firm in response to its marketing communications

Addressibility

the ability of the marketer to identify customers before they make a purchase

The step of the personal selling process in which a salesperson contacts a potential customer is called

the approach.

The most important feature of apps is Select one: a. the convenience and cost savings they offer to the marketer. b. market share growth. c. the convenience and cost savings they offer to the consumer. d. sales growth. e. scalability.

the convenience and cost savings they offer to the consumer.

Control

the customer's ability to regulate the information they view as well as the rate and exposure to that information

Pull Policy

the firm promotes directly to consumers with the intention of developing a strong consumer demand for the products.

personal selling, advertising, public relations, sales promotions

the four elements of the promotion mix

Target Audience

the group of people at whom advertisements are aimed

One trend that has caused consumer-generated information to gain importance is

the increase of consumers using digital media to publicize their own product reviews.

receiver

the individual group, or organization that decodes a coded message

receiver

the individual, group or organization that decodes a coded message

communications channel

the medium of transmission that carries the coded message from the source to the receiver/audience

Push Policy

the producer promotes the product to the next institution down the marketing channel.

electronic marketing (e-marketing)

the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing

Consumers are changing ______ and consumption behaviors as a result of emerging technologies

their information searches

kinesic, proximic, tactile

three types of interpersonal communication

Any marketing tactic used to stimulate wholesalers and retailers to carry a producer's products and market those products more aggressively is a

trade sales promotion method.

social network

web-based meeting places for friends, family, coworkers, and peers that allow users to create a profile and connect with other users from purposed that range from getting acquainted, keeping in touch, and building a work-related network

Coding process

when a source converts meaning into a series of signs or symbols representing ideas or concept

public relations

when consumer products concentrate on both convenience goods AND durables/expensive products

advertising

when consumer products concentrate on convenience goods

personal selling

when consumer products concentrate on durables and expensive products

The target audience for an advertising campaign is the

who the ad is aimed at

Fan pages use _____ to help companies keep track of information on who is becoming a fan of their page.

widgets

A ______ is a type of software that creates an interface that enables users to add or edit the content of some types of websites

wiki

Some companies use ______ as internal tools for teams working on a project requiring lots of documentation.

wikis

The fastest-growing group on Facebook is

women aged 55 and over

Encoding

writing the meaning for your target market

Coupons

written price reductions used to encourage consumers to try specific products- #1 cereal

The Internet has radically changed the way traditional marketing used the marketing mix to attract and retain customers. Now e-marketing strategies require the marketer to reexamine the characteristics of the four components of the marketing mix. With respect to e-marketing, which of the following statements about the four components of the marketing mix is true?

MKTG ch. 18, Marketing chapter 19, Marketing Chapter 18, Marketing Chapter 18, Marketing CH. 17, Marketing CH. 17, Marketing Chapter 18, Chapter 16, Intro to Bus. Chapter 13, Marketing 4, Chapter 16, Chapter 16, Marketing Chapter 17, HRIM 442 Ch 17 E...

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