MKTG Extra Stuff
Which of the following are benefits consumers report regarding their experiences with direct marketing?
-24 hour shopping -saving time and money
Please select three of the following products that would benefit most from a continuous type of advertising schedule.
-Bounty Paper towels -Pantene Pro-V Shampoo -Mott's applesauce
Please select all of the following products that would probably be best suited for a flighting advertising schedule.
-Cadbury Easter Eggs -Coppertone suntan lotion
Which of the following are decisions that are made as part of organizing the salesforce?
-How many sales people should be employed -Should company sales people be grouped by geography, customer type or product?
Which two laws are most important to consider in channel management?
-The Clayton Act -The Sherman Act
According to researchers Kaplan and Haenlein, which two of the following are sometimes used interchangeably with the term "social media"?
-Web 2.0 -User-generated content
Select from the following occupations that are likely to include an element of personal selling at some point.
-a banker -a tax accountant -an HR manager
Research shows that which of the following are effective in producing motivated salespeople?
-a clear job description -a personal need for achievement
Which two of the following would be considered part of the feedback loop in the communication process?
-a consumer purchases a used car as a result of the interaction with a salesperson -a retailer attributes an increase in sales to its purchase of advertising in Sunday's paper
The supply chain for a product includes
-a distributer -a raw material supplier -a retailer
Which three of the following are considered to be types of prospects?
-a lead -a prospect -a qualified prospect
Which of the following are advantages of using the online retailers?
-ability to comparison shop -24-hour access
Which two of the following are advantages of personal selling?
-ability to modify the message based on immediate feedback -reduction in wasted coverage
Advertising is a paid form of communication by an identified sponsor, potentially about which of the following?
-an organization -an idea -a service
Which of the following are advisable when handling customer objections?
-anticipating the objectives in the preapproach stage -appreciating the customer's stage of mind
Which of the following are forms of nonstore retailing?
-automatic vending -direct mail -telemarketing
Evaluation of advertising is usually done when?
-before a campaign -after a campaign
Which two of the following are intermediaries that have legal authority to act on behalf of the manufacturer?
-broker -agent
Which two of the following are the general types of franchises?
-business-format franchises -product-distribution franchises
Which of the following practices are regulated by federal laws, in terms of a salesperson's ability to telephone potential customers?
-calling late at night -calling those on the Do Not Call Registry -disclosing that calls are for the purpose of solicitation
Which three of the following are the elements of dependability, one of the factors of supply chain customer service?
-complete delivery -safe delivery -consistent lead time
In the context of a supply chain, customer service is the ability of logistics management to satisfy users in terms of which of these?
-convenience -time -dependibility
Which of the following are used exclusively as trade-oriented sales promotions rather than for consumers?
-cooperative advertising -salesforce training
Which two of the following are disadvantages of using coupons as a sales promotion?
-coupons are more costly than just their face value -consumers could delay purchase until a coupon becomes available
Which of the following are characteristic of partnership selling?
-creation of customized solutions -sharing of information -joint planning
Which of the following are characteristic of an effective promotional objective?
-designed for a well-defined target audience -measurable -covering a specified period of time
Which of the following are appropriate strategies for a brand manager regarding the use of Twitter?
-develop an official profile and recruit followers -use keyword search monitoring like TweetDeck or HootSuite to observe what is said about your brand -follow others who mention your product or brand
Which of the following are elements of the promotional mix?
-direct marketing -personal selling -public relations
Which two of the following are legal, but sometimes viewed as anticompetitive and possibly in violation of the Clayton Act?
-dual distribution -vertical integration
Supply chain customer service depends on convenience, which can be improved by implementing which of the following practices?
-ensuring products are available at many outlets -arranging all necessary details, such as transporation
The Clayton Act specifically prohibits which two practices that might arise in channel management?
-exclusive dealing -tying arrangements
Which of the following are degrees of distribution density considered by manufacturers?
-exclusive distribution -selective distribution
Which of the following are function performed by intermediaries in a marketing channel?
-facilitating functions -logistical functions -transactional functions
The two types of outlet stores are which of the following?
-factory outlets -retail outlets
Which of the following are performance measures linked to outputs or revenues?
-fans -unique visitors -page views
Which two of the following are among the most common advertising appeals?
-fear -sex -humor
Logistics management includes which two of these?
-flow of raw materials and parts -flow of finished products
Which of the following are types of contractual vertical marketing systems?
-franchising -wholesaler-sponsored voluntary chains -retailer-sponsored cooperatives
By using self-regulation in promotional activities, marketers can do which two of these?
-help consumers gain confidence in marketing communication efforts -minimize regulatory constraints and restrictions
Which two of the following are disadvantages of direct marketing?
-high costs to maintain a good database -consumer concerns about privacy
Which two of the following are examples of direct marketing channels?
-home shopping network -harry and david food and gift catalog
Which two of the following are problems associated with humorous appeals in advertising?
-humor varies across cultures -humor wears out quickly, so consumers lose interest
Which of the following could be used in managing potential channel conflicts?
-identifying with a particular channel member -using expertise or economic influence -having a channel captain
Select from the following the requirements consumers seek in channel choice
-information -convenience -variety
Which of the following activities could be considered public relations efforts?
-introducing company-wide changes to the public -building a positive image of the firm -handling unfavorable press
A specialty merchandise wholesaler differs from a general merchandise wholesaler in which of the two following ways?
-it carries a narrow range of products -it has an extensive assortment of items within the product lines it carries
Which two of the following are true of Facebook?
-it has acquired Oculus, making it a competitor in virtual reality -it has nearly 2 billion active users worldwide
Which of the following are characteristic of order getting?
-it involves a high degree of creativity and customer empathy -it requires considerable product knowledge and sales training
Which two of these are true of advertising?
-it is a paid form of communication -it is nonpersonal communication
Which of the following are true of the salesforce training process?
-it is ongoing -it is expensive
Which two of the following are true of merchandize in the cross-docking process?
-it is warehoused only for a short period of time, if at all -it is unloaded from the supplier, sorted for an individual store, and reloaded onto trucks quickly
Which two of the following are true of outbound telemarketing?
-its low cost results in its widespread appeal -salespeople doing this use the telephone rather than making personal visits
Which of the following are challenges facing direct marketers in global markets today?
-lack of credit and credit cards in different parts of the world -countries with less reliable and secure mail systems -countries with mandatory "opt-in" requirements
Which two of the following are disadvantages of advertising?
-lack of direct feedback -high absolute costs
For the brand manager, which of the following are benefits of using YouTube?
-launching a video is free; you just pay for production -users interested in your project can easily find your message there
Which of the following responses do sellers hope to create through its use of direct marketing?
-lead generation -direct orders -traffic generation
Which two of the following smartphone apps are most essential to mobile marketing?
-location-based promotions -price-comparison searches
Which of the following smartphone apps are becoming increasingly important to the marketing manager?
-location-based promotions -price-comparison searches -loyalty programs
Which of the following are advantages of using direct mail and catalogs?
-lower costs to acquire new customers compared to store -fast and convenient for the customer
Which of the following are types of advertising media?
-magazine -radio -tv -newspaper
Which of the following are true about supply chains?
-managers must often make trade-offs between efficiency and responsiveness of their supply chains -choice of a supply chain should reflect customer needs
Which two of the following are reasons that firms like to advertise during the Super Bowl?
-many viewers actually look forward to watching the commercials -over 100 million viewers watch the game
Which of the following represent an indirect marketing channel?
-mars -mansar products -toyota
Which two of the following combine to describe the objective of logistics management for a customer-driven supply chain?
-maximize customer service -minimize logistics costs
Which two of the following factors are used by Kaplain and Haenlein to classify social networks for marketers?
-media richness -self-disclosure
Which of the following product characteristics are likely to result in a greater use of personal selling in the promotional mix?
-more required ancillary services -higher complexity
Which two of the following are important trends in retailing that are expected to result in the largest changes for retailers and consumers in the future?
-multichannel retailing -data analytics
Which of the following are formats for sales presentations?
-need-satisfaction -stimulus-response -formula selling
Which of the following are disadvantages of using direct mail and catalogs?
-not perceived as "Green" -increasing production and mailing costs
Which two of the following refer to the time between ordering an item and when it is received and ready for use or sale?
-order cycle -replenishment time
Which two of the following are types of online advertising?
-paid search -display (banner) ads
Which two of the following promotional alternatives benefit from a customized interaction between the seller and a prospective buyer?
-personal selling -direct marketing
Which two of the following would most likely be used by a firm when its product is in the growth stage of the product life cycle?
-personal selling that solidifies the channel of distribution -advertising that stresses brand differences
As part of the retailing mix, retail communication is important for which of these?
-positioning a store -creating a store image
Data analytics has the potential to benefit retailers in which of the following ways?
-predicting shopping behavior by learnings about consumer use of channels, information, and payment options -allowing retailers to offer the most compelling products at the right prices, while maintaining optimal inventory levels
Which of the following are types of sales organizations that designate how a company salesforce is structured?
-product -geographical -customer
Which two of the following are broad types of advertising?
-product -instiutional
Which of the following are considered forms of sales promotion?
-product placement -loyalty programs -sweepstakes
The predicting stage of the personal selling process includes which two of the following?
-qualifying potential customers -searching for potential customers
Many logistics costs are interrelated; increasing inventory costs with additional warehouses should result in
-reduced transportation costs
The retailing mix includes which of these?
-retail pricing -store location
Defining retail strategy helps a firm to set which two of the following?
-retailing mix -store positioning
Which of the following are major tasks involved in implementing the sales plan?
-salesforce recruitment and selection -salesforce motivation and compensation
Which two of the following are likely to be used in promotion during the repurchase stage of the consumer buying decision?
-samples that provide a low-risk trial -advertising that informs the buyer of the existence of the product and the seller
Which two of the following the are major types of agents used by producers?
-selling agents -manufacturer's agents
Which of the following are steps in the planning and execution of an ad campaign?
-set advertising objectives -identify target audience
Which of the following are steps in developing advertising?
-set the advertising budget -identify the target audience
Which of the following are true for social media in comparison with traditional media?
-social media can be produced more cheaply -using social media requires fewer skills and less training
Identify advantages of using coupons and samples as a type of sales promotion
-stimulates demand -encourages trial
Which of the following are desired qualifications for order-getting sales positions?
-strong work ethic -honesty -attentiveness
Six forms of nonstore retailing are useful to distribute products to consumers, including which of these?
-television home shopping -direct mail -automatic vending
Which of the following should be assessed by a brand manager in the selection of social media networks for marketing purposes?
-the characteristics of the visitors to the website -the number of daily visitors to the website
Which of the following are true for successful social media?
-the goal is to reach "influentials" -"active receivers" are ideal
Which two of the following are trends influencing newspapers today?
-the growth in online newspapers -a dramatic decline in circulation
Which two of the following are characteristic of the presentation stage of the personal selling process?
-the objective is to convert a prospect into a customer -the core of the order-getting sales process
Which of the following are factors that are commonly considered in the initial selection of media?
-the product attributes -the media habits of the target audience -the cost
Which two of the following are required by federal and state laws and monitored by the Federal Trade Commission, regarding the use of contests and sweepstakes?
-there must be a guarantee that the prizes are awarded -the chance of winning must be represented honestly
Which two of the following are reasons why pretesting is conducted?
-to determine whether the ad communicates the intended message -to select among alternative versions of advertisements
Which of the following are ways that LinkedIn can be used?
-to find jobs, people, and business opportunities recommended by a connection -to review and profile a manager offering a job -to advertise jobs to targeted people
Which of the following are reasons that companies like Hewiett-Packard and Frito-Lay routinely monitor blogs?
-to glean suggestions for the future -to gain insight into customer complaints
Deals are most commonly used as a sales promotion for which two reasons?
-to increase trial -to retaliate against a competitor's actions
Which two of the following are conflicting goals that commonly occur with media planning?
-to maximize the exposure to the message -to minimize costs
The tools of the promotional mix are used primarily to do which two of the following?
-to remind buyers later about the benefits they enjoyed by using the product -to persuade prospective buyers to try the product
Which two of the following are common types of outdoor advertising?
-transit advertising -billboards
Which of the following are steps when aligning your supply chain with marketing strategy?
-understand the supply chain -understand the customer -harmonize the supply chain with the marketing strategy
Which two of the following are the axes on the retail positioning matrix?
-value added -breadth of product line
Which two of the following are important benefits retailers provide?
-value in the form of consumer utilities -positive impact on the economy
Select from the following those things that impact a consumer's frame of reference and therefore impact how that consumer will decode a message.
-values -attitudes -beliefs
If a manufacturer is trying to determine which channel and intermediaries they prefer to use for selling a product, which factors should they definitely consider?
-which will be the most profitable -which will provide the best coverage of the target market -which will best satisfy the buying requirements of the target market
Which of the following are questions that must be answered for the development of the promotional program?
-who is the target audience? -when should the promotion be run?
Which of the following activities would take place in the preapproach stage of the personal selling process?
1. See if a prospect would prefer to speak over the phone or in person. 2. Research cultural protocol for punctuality at business appointments. 3. Determine the best time of day or week to call on a potential customer.
Put the five stages that a prospective buyer goes through, known as the hierarchy of effects ,in order from first to last interest awareness adoption trial evaluation
1. awareness 2. interest 3. evaluation 4. trial 5. adoption
Put the following social media performance measures that are linked to inputs or costs in order, with the LEAST proven relationship with sales at the TOP
1. cost per thousand 2. cost per click 3. cost per action
Match the activity with its corresponding step in the personal selling process 1. prospecting 2. preapproach 3. presentation 4. close 5. follow-up
1.Terrance joins the local Rotary Club because it has members that may be interested in his product 2.Faisal looks for information to use during his next meeting with the shipping manager. 3.Raymond discusses with a prospect the pros and cons of different potential configurations for a new phone system he could provide. 4.Miranda feels confident asking a prospective customer to sign the contract because of his body language. 5.Christina visits one of her customers to ensure that the newly installed equipment has been performing as expected.
It is estimated that logistics costs including transportation, distribution center operations, and order processing represent __ of the retail price that you pay for a new car
25 to 30%
Which of the following most closely represents the cost of producing a high quality 30-second TV commercial?
350,000
Which of the following is an example of a sales quota?
A salesperson is evaluated based on the sales of volume of sales he makes this year compared to last year
Personal selling to provide information and support after the sale and advertising in trade publications are common promotion elements when the purchaser is
a business buyer
Franchising involves
a contractual arrangement between a parent company and another entity that is allowed to operate under an established name
Posttesting often leads to
a decision about changes in marketing
Cooperative advertising means that
a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products
__ makes possible the flow of goods from a producer, through intermediaries, to a buyer
a marketing channel
An example of a direct channel is
a restaurant
An example of backward integration is
a retailer that owns the manufacturing plant making the product it sells
A computer-based network that triggers actions by sensing changes in the real or digital world is known as
a smart system
Breadth of product line means that a store carries
a variety of different items in different product categories
In logistics, flow refers to
activities to move a products from the source of raw material to consumption
Each intermediary in the marketing channel
adds value in terms of the function it performs
A manufacturer places a full-page, four-color add in Time magazine about its new product at the cost of nearly $274,000, which is an example of
advertising
By paying for __, a company can control what it wants to say, when to send its message, and to some extent, to whom the message is sent
advertising
A brand manager using social media marketing may seek to direct potential customers to its website rather than focusing on immediate sales because of which challenge associated with social media?
advertising images within social networks are often on the screen for only seconds
Match the following forms of institutional advertising with its description advocacy pioneering institutional competitive institutional reminder institutional
advocacy- states the position of a company on an issue pioneering institutional- announces what a company is, what it can do, or where it is located competitive institutional- promotes the advantages of one product class over another reminder institutional- brings the company's name to the attention of the target market again
Aided and unaided recall tests are done __ the commercial airs on TV
after
If a retailer is weighing the cost of carrying additional inventory (greater than the usual amount) against the benefit of a reduced wholesale price, he or she is probably considering whether to take advantage of a(n) __ offered by a manufacturer
allowance
Which of the following is an example of how a firm can leverage its multichannel marketing?
allowing customers to pick up online orders, or return or exchange non-store purchases, at a nearby store
In a portfolio test,
an ad is viewed by subjects while surrounded by other ads or stories
A(n) __ is a small, downloadable software programs for a smartphone or tablet
app
Making a good first impression is critical in the __ stage of the personal selling process
approach
Reese Witherspoon drew a lot of attention to the Nina Ricci brand by wearing a cocktail dress at the Golden Globes. Shortly after, Nina Ricci enjoyed a spike in sales. Celebrities can sometimes be used in this way
as publicity tools
In which type of post-testing are marketing researchers likely to measure changes in respondents' opinions about an advertised product?
attitude
Food and beverage make up the bulk of merchandise sold through which form of nonstore retailing?
automatic vending
Which form of nonstore retailing has the least involvement, both on the part of the customer and the retailer?
automatic vending
Which of the following are recommendations for brand managers using social media?
be ready to seize on chances to manage good luck by helping a campaign go viral
A store that offers tools, shoes, and books is said to have __ of product line
breadth
Retail outlets can be classified by the type of merchandise line; the number of different product lines is known as __, while the number of items within each product line is known as __
breadth; depth
Reverse product placement refers to
bringing fictional products to the market space
The use of personalized promotions targeting individual preferences is most helpful in
building long-term relationships
Match the following factors that are considered in setting an advertising schedule with the correct description buyer turnover purchase frequency forgetting rate
buyer turnover- how often new buyers enter the market to buy the product purchase frequency- how often the product is bought forgetting rate- the speed with which buyers forget the brand without advertising
Disintermediation is a vertical conflict between the channel partners where one __ another to buy or sell a product __
bypasses; directly
In logistics, managers attempt to drive down costs but can go no further than the level where the firm
can still deliver expected customer service
An approach in which a manager is assigned the responsibility for selecting all products that consumers in a market segment might view as substitutes for each other is known as __ management
category
Chanel's use of popular actress Nicole Kidman to represent its Chanel No. 5 product is an example of using a(n) __ spokesperson
celebrity
Choosing a marketing __ is a critical decision for a producer because not only does it provide a link to its buyers but also the means through which it implements various elements of its marketing strategy.
channel
Peapod, a Chicago-based food company, adjusted its promotional efforts by contracting with other companies to include coupons for Peapod's service into employees' pay envelopes rather than its previous use of direct mail. Here, Peapod primarily emphasized changing which part of the communication process?
channel
The __ of communication is the means by which the message is conveyed to the consumer
channel
For a computer gaming company, understanding how and where its target consumers buy games is important and will dictate its
channel choice
Using a channel captain, expertise, or economic influence can help to manage
channel conflict
The __ stage of the personal selling process is the most important and the most difficult because the salesperson must determine when the prospect is ready to buy
closing
__ the sale means obtaining a commitment from the customer to make a purchase
closing
When a salesperson opens a phone book and calls a business that could potentially be a customer, she is generating leads through
cold canvassing
Personal selling is the two-way flow of __ between a buyer and a seller that is designed to influence a person's or a group's purchase decision
communication
Supply chain customer service depends on __, which can be improved by implementing practices like sending status reports on orders
communication
The __ process requires six elements: a source, a message, a channel, a receiver, and the processes of encoding and decoding
communication
The promotional mix is a combination of __ tools
communication
This Escalade Hybrid print ad highlights the product's differences with BMW and Volvo products, so it is an example of __ advertising
comparative
Which of the following is a common form of competitive advertising?
comparative
With a product such as facial tissue, it is important for a firm to demonstrate the superior benefits its product has over similar products using __ advertising
competitive
The "Milk Life" campaign launched by the milk industry was attempting to generate increased demand for milk as it competes against other beverages. These advertisements would be considered
competitive institutional
While considering your competition in promotional budgeting is important, use of __ budgeting may not be effective if you have different promotional objectives that will be implemented with different expenditures
competitive parity
Match the following product characteristics that indicate use of personal selling with their definitions complexity risk ancillary services
complexity- the technical sophistication of the product risk- financial, social, and physical chances taken by the buyer of the product ancillary services- support required after the sale
Sales promotions can either be trade-oriented or __-oriented
consumer
Social media offers consumers less privacy and anonymity than does traditional media. Why is this a concern to consumers?
consumers may fear that unethical outsiders will gain access to their information
3M had a "One Million Uses and Counting" promotion such that individuals would post a YouTube video showing their various uses for Post-It Notes for the chance to win a prize. This is an example of a __
contest
Consumers are required to apply their skill or analytical or creative thinking to try to win a prize in a(n)
contest
Doritos allowed consumers to submit their own commercials for the brand, promising to air the best submission during the Super Bowl. This is an example of a __
contest
Match the following approaches to advertising scheduling with the correct description continuous flighting pulse
continuous- running advertising on a steady schedule throughout the year flighting- scheduling periods of advertising between periods of no advertising pulse- running some advertising at all times, supplemented by higher levels in specified periods
Sales promotions should not be conducted __; they will lose their effectiveness as customers begin to delay purchase until the promotion is offered again or question the product's value
continuously
Retailer-sponsored cooperatives and wholesaler-sponsored voluntary chains, and franchises are types of
contractual systems
Wholesaler-sponsored voluntary chains and retailer-sponsored cooperatives are two types of __ marketing systems
contractual vertical
Five Guys restaurant chain originated in Virginia, and started franchising its concept in many U.S. states. It enters into a formal agreement with each franchisee, creating a(n)
contractual vertical marketing system
Shoppers that use their smartphones while waiting in a South Korean subway to select and purchase groceries realize which important benefit?
convenience
__ are most likely to utilize sophisticated technology for inventory management and cost control in its operations
corporate chains
A manufacturer that also owns distribution centers and retail outlets is an example of a __ marketing system
corporate vertical
CPM is a measure that refers to the __ individuals or households with an advertising message in a given medium
cost of reaching 1,000
Which of the following social media performance measures is most appropriate for an advertiser who is mainly trying to develop brand awareness?
cost per thousand
__ can be found in the Valpak mailer and also at www.valpak.com; they provide discounts to consumers to encourage trial
coupons
Which of the following is the primary advantage of publicity?
credibility
Which of the following is a key element in any direct marketing program?
databases
This strategy to get consumers to purchase at Payless Shoe store is known as a(n) __
deal
Wholesalers, distributers, and retailers operating between the manufacturer and the consumer can be generically called
dealers
Little money is spent on any type of promotion during which of the following stages of the product life cycle?
decline
__ refers to the process by which the receiver takes a set of symbols and transforms them back to an idea
decoding
Which of the following is most likely to be considered a general merchandise store?
department
Posttesting most often does what for an advertiser?
determine if the advertising has accomplished its intended purpose
Telephone solicitations, mail, infomercials, catalogs, and e-mails can all be considered part of __ marketing
direct
__ channels are employed for business products when buyers are large and well-defined, the sales effort requires extensive negotiations, and the products are of high unit value and require hands-on expertise for installation or use
direct
Which of the following promotion elements refers to communicating specifically with consumers to generate a response like an order, a visit, or a request for more information?
direct marketing
Consumers who prefer one-on-one customer service and a social shopping experience may prefer the __ form of retailing to online shopping
direct selling
When Jenn-Air, a producer of kitchen appliances, decided to terminate its distributors and sell directly to retailers, it is an example of
disintermediation
A key difference between a wholesaler and a broker is that the latter
does not actually purchase the product, but brings together a seller and a buyer
A manufacturer's sales office differs from a manufacturer's branch office in that the sales office
does not carry inventory
An arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product is known as
dual distribution
Radio listening time reaches its peak during which of these time periods?
during the morning drive
Each salesforce automation is designed to
ease administrative tasks and free time for salespeople to be with customers
Walmart's marketing strategy is to be a reliable, lower-priced retailer for a wide variety of mass consumption consumer goods, so the company has opted for a(n) __ supply chain
efficient
Which of the following was recently added to Facebook for mobile devices?
email marketing
In the communication process, __ refers to the transformation of the sender's ideas into a set of symbols
encoding
The __ of the sales plan can be done either with quantitative methods like a sales quota, or behavioral methods like customer satisfaction measures
evaluation
Offering consistently affordable prices and eliminating most markdowns is a pricing strategy known as
everyday low pricing
Retailers like Dollar General fall into the category of __ retailers
extreme value
Which of the following is the most common way that personal selling takes place?
face-to-face
Providing financing, grading products, and providing marketing information and research are __ functions of intermediaries
facilitating
Mayhem is a character depicted in Allstate Insurance commercials. He reminds buyers of possible problems on the road besides themselves and the need for adequate coverage. This is an example of using a(n) __ appeal
fear
Which of the following is TRUE regarding the audience demographics for Facebook visitors?
females outnumber males
For a message to be communicated effectively, the sender and receiver must have a mutually shared __, a similar understanding and knowledge they apply to the message
field of experience
One reason the __ is so important is that the cost and effort to obtain repeat sales from a satisfied customer is roughly half of that necessary to gain a sale from a new customer
follow-up
The __ offers a prime opportunity for a salesperson to solidify the buyer-seller relationship through great service quality
follow-up
Match the following ways to classify retail outlets to the correct characteristic. form of ownership level of service merchandise line
form of ownership- can be independent, corporate chain, or contractual system level of service- can be self-, limited-, or full- merchandise line- can be broad or narrow
Ralph Lauren manufactures clothes and now also owns retail stores selling these clothes. This is an example of
forward integration
A(n) __ benefits from its ownership arrangement because the parents company assists in selecting the location, setting up the store, advertising, and training personnel
franchise
In a(n) __ system, an individual or firm contracts with a parent company to set up a business or retail outlet and agrees to pay fees and royalties to the parent
franchise
For licenses its dealers to sell cars subject to specific sales and service conditions under its
franchise agreement
Misredemption of coupons, a form of __, is a problem associated with their use by manufacturers
fraud
When advertisers want to reach the same audience more than once, they are concerned with
frequency
A __-service advertising agency provides a complete range of services, including research, media selection, copy and artwork development, and campaign coordination
full
Department store chains like Neiman Marcus and Bloomingdale's focus on upscale, high-fashion designer merchandise in addition to superior relationships with customers. They would be categorized as __-service
full
Offering on-site alteration and tailoring services such as those available at some Nordstrom's stores is most typical of an outlet classified as __ service
full
When a consumer in a jewelry store gets help from the retailer trying on and choosing between different types of necklaces, this exemplifies which type of service?
full
An order __ is a salesperson who identifies prospective customers, provides them with information, persuades them to buy, and follows up with them about the use of the product.
getter
Strategic channel alliances are common in __, where the creation of marketing channel relationships is expensive and time consuming
global marketing
GRPs, a commonly used reference number in advertising, stands for
gross rating points
When franchises like car dealerships believe they are located too close to each other, __ might arise
horizontal channel conflict
The wheel of retailing describes
how new forms of retail outlets enter the market
A form of scrambled merchandising popular in Europe, which features large stores that provide variety, quality, and low price for groceries and general merchandise as known as a
hypermarket
The sales engineer does not actually sell products but is essential in
identifying analyzing, and solving customer problems
Pierre Martineau described a store's __ as "the way in which the store is defined in the shopper's mind."
image
Direct selling typically occurs
in a consumer's home or office.
The use of toll-free telephone numbers that customers can call to obtain information about products and make purchases is known as
inbound telemarketing
Brand managers can use Facebook's sponsored stores to
increase traffic to its Facebook page
Which of the following is related to the dramatic growth of direct marketing?
increasing interest in customer relationship management
__ offer customers convenience, personal service, and lifestyle compatibility
independent retailers
A(n) __ channel has intermediaries between the producer and consumers that perform various channel functions
indirect
When someone attempts to sell a home via a realtor, it is an example of a(n) __ channel of distribution
indirect
Which of the following is TRUE about marketing channels?
indirect channels are longer than direct ones
For business products, a(n) __ performs a variety of marketing channel function, including selling, stocking, delivering a full product assortment, and financing
industrial distributer
Program-length advertisements on television that take an educational approach to communication with potential customers are known as
infomercials
Which of the following is an important feature of a customer-driven supply chain management, creating benefits in order processing, transportation, scheduling, and inventory and facility management?
information technology
Most advertising messages are made up of intertwined __ and persuasive elements
informational
A(n) __ test involves offering more product information, product samples, or premiums to the readers in advertisements, and measuring which ads generate the most interest during post-testing
inquiry
Successful promotion designs are often the result of
insight regarding consumer's interest and purchasing behavior
Because it is focused on building the image of the US Army, this is an example of a(n) __ advertisement
institutional
__ advertising is often used to support a firm's public relations plan or counter adverse publicity
institutional
__ marketing communications (IMC) is the coordination of all promotional activities to provide a consistent message across all audiences
integrated
The highest level of distribution is known as __ distribution
intensive
Like personal selling, direct marketing makes use of __ communication, allowing the seller to adapt messages according to the particular customer
interactive
__ add value by performing transactional, logistical, and facilitating functions
intermediaries
In which ways do intermediaries in the marketing channel enhance the value of a product for consumers?
intermediaries provide various forms of utility: time, place, form, and possession
Match the following social shopping options with an example of them in online retailing intermediaries marketplaces aggregators
intermediaries- Groupon matches consumer with merchants marketplaces- Storenvy provides a self-service advertising site aggregators- Yipit crawls the Web to find deals to list at its own site
On which of the following media are the most advertising dollars spent annually?
internet
Opentable.com is a reservation mechanism for restaurants. It uses the Internet to allow consumers to reserve tables in many places throughout the United States. It is an example of
internet marketing channels
Trial samples, news releases, personal selling to intermediaries, and advertising to drive awareness and interest would most likely be a promotional mix used during which of the following stages of the product life cycle?
introduction
Match the following promotional objectives with the corresponding stage of the product life cycle introduction growth maturity decline
introduction- to inform growth- to persuade maturity- to remind decline- to phaseout
A current emphasis in supply chain management is to reduce lead time so that
inventory levels can be minimized
Which of the following is true of Facebook?
it hosts other social networks like StuffDot, which provides a venue for sharing that results in rewards
Which of the following is true of YouTube?
it offers streaming video content
Which of the following is characteristic of a business channel?
it tends to be shorter than consumer channels
The combination of a firm's supplier network and its marketing channel is known as
its supply chain
A __ test is similar to a portfolio test, except that the test advertisements is not hidden within other ads
jury
If test subjects are shown this print ad and asked to rate how much they like it, how attractive it is, or how much it drew their attention, they are participating in a __ test
jury
The practice of using team selling to focus on important customers so as to build mutually beneficial, long-term, cooperative relationships is known as
key account management
The advertising message should communicate which of the following to its target audience?
key benefits of the product
Specialty discount outlets are also called category __ because of their ability to offer a deep assortment in a category at somewhat lower prices, and domination of the competition
killers
Partnership selling relies on cross-functional business specialists who apply their __ to achieve better customer solutions, lower cost, and greater customer value
knowledge and expertise
Depth of product line means that a store carries
large assortment of each item
When customers are responsible for most shopping activities, but may be assisted with getting credit or returning merchandise, it is known as __ service
limited
Which of the following is the best way for a brand manager to increase awareness and build up a fan base using social media?
link a paid ad to the company's website or a social network
Despite the large number of media options today, the average Millenial still __ for an average of 9.9 hours every week
listens to the radio
One of the features of successful customer service and support automation is the availability of
live chat opportunities
Electronic intermediaries are incapable of performing elements of the __ function, particularly for some products, so these tasks remain with traditional intermediaries or the producer
logistical
assorting, storing, sorting, transporting are __ functions of intermediaries
logistical
__ deals with decisions needed to move a product from the source of raw materials to consumption
logistics
As part of a sales promotion program, __ programs are specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time
loyalty
As part of a sales promotion program, __ programs are specifically designed to retain customers by offering premiums other incentives to customers who make multiple purchases over time
loyalty
Credit card reward programs are an example of which sales promotion?
loyalty programs
The marketing advantage of which medium is the great number of special-interest publications that appeal to narrowly defined segments
magazines
The primary responsibilities of order takers are to
maintain both sales and customer relationships that have been previously formed
If a manufacturer is trying to determine in what circumstances it may prefer to use a certain channel for selling a product, which factor are they most likely examining?
managing a multichannel approach
Match the following types of agents or brokers with the correct description manufacturer's agent selling agent broker
manufacturer's agent- works for several producers carrying noncompetitive merchandise in an exclusive territory. selling agent- represent a single producer, and are responsible for the entire marketing function of that producer broker- independent entities who bring together buyers and sellers, with whom they do not have continuous relationships
Wholly owned extensions of the producer that perform wholesaling activities are known as
manufacturer's branches
When a product does not sell at the original price an adjustment known as a(n) __ becomes necessary
markdown
Direct and indirect are types of
marketing channels
The difference between the retailer's cost and the selling price isn known as the
markup
To the extent that time and money permit, the target audience for the promotion program should
match the target market for the firm's product
Reminder advertisements are used at which stage of the product life cycle?
maturity
When an advertiser is debating whether to run an ad on television or in print, the advertiser is deciding which __ to use
medium
Match each product advertisement with the correct promotional objective. mercedez benz progressive duracell
mercedez benz- to inform progressive- to persuade duracell- to remind
Match the following type of allowances used for trade-oriented sales promotion to the correct description merchandise case finance
merchandise-reimbursing a retailer for extra in-store support or special featuring of the brand case- offering a discount on each case ordered during a specific time period finance- paying retailers for certain costs or losses associated with consumer sales promotions
In the communication process, the information sent by the source forms the __
message
Geico ads that use cavemen, a gecko, and a stack of money named Kash in order to imply that its services are __ the competition
more fun or exciting than
In addition to Macy's having its own retail outlets in various locations, the retailer also has its own website and catalog. This represents a move toward __ marketing
multichannel
__ marketing is the blending of different communication and delivery channels, both traditional and online, to create value for the consumer
multichannel
__ retailers refers to retailers that use a combination of stores, catalogs, and the Internet to sell merchandise
multichannel
Which of the following terms refers to firms using stores, catalogs, and the Internet to sell merchandise?
multichannel marketing
What is the correct term for a retailer that sells in more than one channel?
multichannel retailer
Whether valid or not, objections
must be handled in a courteous and ethical manner
Relationship selling involves which two of the following in its focus on long-term customers?
mutual respect trust
The __ presentation format emphasizes probing and listening to identify needs and interests of prospective buyers
need-satisfaction
Which of the following presentation formats is most consistent with the marketing concept and relationship building?
need-satisfaction
Facebook, Twitter, and LinkedIn are known as social __
networks
It would be considered __ if a salesperson used so much industry Jargon that a prospective buyer was unable to understand the message properly
noise
Which of the following refers to the extraneous factors that can work against effective communication by distorting a message or the feedback received?
noise
This image shows form of __ retailing, ordered in terms of involvement level by retailers and customers.
nonstore
The all-you-can afford method of promotion budgeting has been criticized for
not being based on the promotion-sales relationship nor on promotion objections
When marketers set promotion goals, determine the tasks to accomplish them, and determine costs for these tasks, they are using __ budgeting
objective and task
Which of the following sales training methods is most popular?
on-the-job training
One difference between intensive and exclusive distribution is that the latter uses __ retailer(s) in a specified geographical area
one
A strategic channel alliance involves
one firm's marketing channel being used to sell another firm's products
A lack of technical and administrative standards for the various formats and the difficulty of measuring the impact are two of the shortcomings of __ advertising
online
An inside __ answers simple questions and completes transactions with customers, while an outside one may visit customers to replenish inventory stocks of resellers
order taker
A(n) __ store is a special type of off-price retailer that offers merchandise for 25 to 75 percent off to clear out merchandise and attract consumers who focus on value shopping
outlet
The Frito-Lay salespeople that call on supermarkets and convenience stores to ensure the company's snack products are in adequate supply are best termed
outside order takers
Independent retailers and corporate chains are two forms of retail __
ownership
When IBM has its specialists, under the direction of a senior IBM sales executive, working at the brokerage firm Charles Schwab to create and manage a financial planning system, it is an example of __ selling
partnership
In the percentage of sales method of promotional budgeting, funds are allocated to promotion as a percentage of either __ sales
past or anticipated
The primary function fo missionary salespeople is to
perform promotional activities and introduce new products
Intermediaries in the marketing channel benefit from __ because they are provided marketing advice and expertise, in addition to information about allowed markup, merchandising support, and return policies
personal selling
The high cost of __ is a major disadvantage; on a cost-per-contract basis, it is generally the most expensive of the five promotional elements
personal selling
Which of the following promotional elements refers to a two-way flow of communication between a buyer and a seller and is designed to influence the buyer's purchase decision?
personal selling
At the purchase stage of the buying decision, the importance of __ is highest, whereas the impact of __ is lowest
personal selling; advertising
During the early stages of a product's life cycle, __ advertisements help a firm to achieve its primary objective to inform the target market
pioneering
__ advertising is generally used during the introductory stage of a product's life cycle to explain what it is, what it can do, and where it can be found
pioneering
Match the three forms of product advertisements with the correct description pioneering competitive reminder
pioneering- tells people what a product is, what it can do, and where it can be found competitive- promotes a specific brand's features and benefits reminder- reinforces a consumers previous knowledge of a product
By providing mini banks in supermarkets, Wells Fargo puts its product and service close to the consumer, providing which type of utility?
place
Match the following forms of utility offered by retailers with the correct example place utility possession utility form utility time utility
place utility- Wells Fargo reaches retail banking customers through 9,000 stores and 12,000 ATMS possession utility- CarMax sells used cars with a "no-haggle" policy, and offers test drives, financing, and trade-ins form utility- Ralph Lauren allows customers to create their own custom shorts with various options time utility- Sports Authority provides sports equipment year around, even in the off-season
Advertising messages found in airports, on movie screens before the show, and bar restrooms are known as
place-based media
The Hostess products shown in this picture are a part of which sales promotion tactic?
point-of-purchase displays
__-of-__ displays have the ability to influence you at the instant you are noticing different products in your supermarket aisle
point; purchase
Match the following forms of pretest with the correct description portfolio test jury tests theater tests
portfolio test- used to compare copy alternatives, with subjects asked for their impressions on the test ad as well as others jury tests- a single ad is evaluated by a panel of consumers, and rated in terms of concepts such as liking, attention, attractiveness theater tests- advertising taking place during television shows or movies is evaluated by consumers
Advertising and personal selling help reduce the buyer's anxiety in the __ stage of the buying decision, but public relations pay only a small role at this stage
postpurchase
Aided recall and sales tests are two common approaches to __
posttesting
For a new Madden video game, EA Sports decides to have Rob Gronkowski on the cover and run an ad campaign on ESPN. After the advertisement has run, EA Sports asks ESPN viewers if they recall the advertising and if it changed their attitudes about the product. What is this process called?
posttesting
The stage of the personal selling process in which salespeople obtain additional information about a prospect and decide on the best method for an initial meeting is known as
preapproach.
A(n) __ is a type of promotion that offers an item for free or at an extreme bargain price to reward a specific buyer behavior such as collectible toys given away in McDonald's Happy Meals
premium
When a cereal's packaging includes mention of a free toy placed inside the cereal box, this is an example of a __
premium
Imagine that Johnson & Johnson is about to begin developing an ad campaign for a new product line of body washes. Before doing so, they make sure that the various elements for this ad campaign are in place in an organized, integrated, and sensible fashion before moving on. What is the process called?
pretesting
The ideal execution of a promotion program involves __ each design to allow for changes and modifications, and then __ to evaluate the impact of each promotion and its contribution toward the objectives
pretesting; posttesting
Warehouse clubs, outlet stores, and extreme value retailers are variation of off-__ retailing
price
Markups and markdowns are part of the retail ___ element of the retailing mix.
pricing
Facial recognition is one aspect of the convergence of real and digital worlds that may increase concerns about
privacy
Which of the following is the ethical concern most likely to be an issue for the direct marketer?
privacy
In 2006, a novel entitled Cathy's Book changed all of the book's makeup references to include some kind of Cover Girl reference. This is a book format of what kind of sales promotion?
product placement
In the movie Happy Gilmore, Adam Sandler becomes a spokesperson for Subway sandwiches. This is an example of which of the following sales promotion tactics?
product placement
Placing a branded product in a scene of a video game is an example of which type of sales promotion?
product placement
The main purpose of the LinkedIn site is
professional networking and job searching
Coupons, contests, and samples are forms of consumer-oriented sales __.
promotion
Which of the following is a particular challenge for the coordination of a consistent promotional effort?
promotional elements are often the responsibility of different departments
Although personal selling is an essential part of many firms' __, it is more than just a communication tool
promotional mix
Because it is in the manufacturer's best interest if resellers have a highly qualified salesforce, it may
provide sales training to those individuals
With the formula selling presentation format, the salesperson
provides information in an accurate, thorough, and step-by-step manner.
Which of the following is an example of user-generated content?
providing an online rating and comments for a product or service
Publicity, lobbying efforts, and press conferences are some of the tools used in
public relations
Broadcasters must devote a specific amount of free airtime to nonprofit organizations, a publicity tool known as
public service announcement
Lack of control over one's message is a disadvantage of using __ as the primary element of one's promotional campaign; one can invite media to cover aspects of the business or product, but there is no guarantee of a positive story
publicity
__ is a nonpersonal, indirectly paid presentation of an organization, good, or service
publicity
__ tools are methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost
publicity
When a pharmaceutical company uses the phrase "Ask you doctor if Zetia is right for you" in its print advertising, it is an example of a(n) __ strategy
pull
When the manufacturer directs the promotional mix at ultimate consumers to encourage them to ask the retailer for a product, and the retailer then orders it from a wholesaler, it is known as a(n) __ strategy
pull
A(n) __ advertising schedule combines the continuous and flighting schedules together by maintaining a consistent base level of advertising but periodically increases in advertising intensity at strategic time periods
pulse
Some evidence suggests that a __ schedule is superior to other advertising strategies
pulse
In terms of promotional strategies within a channel, a firm can use a(n) '__' strategy to encourage cooperation of intermediaries, or a 'pull' strategy to encourage interest among consumers
push
Salespeople calling on wholesalers to encourage orders and providing sales assistance are typical of a(n) __ strategy
push
When Ford Motor Company provides its Ford and Lincoln-Mercury dealers with incentives for meeting or exceeding sales goals, this is an example of a(n) __ strategy
push
Match the methods of evaluation for sales employees with an example of each quantitative assessments behavioral evaluation
quantitative assessments- Aurella is evaluated at her sales job based on the number of cold calls she makes and the new accounts she generates behavioral evaluation- Carlie is evaluated at her sales job based in part on her attitude, product knowledge, and selling and communication skills
Match the following types of limited-service wholesalers with the correct description rack jobber cash and carry wholesaler drop shipper truck jobber
rack jobber- furnish shelves for merchandise in retail stores and sell on consignment cash and carry wholesaler- take title to merchandise but sell only to buyers who call on them, pay cash, and furnish transportation for merchandise. drop shipper- own the merchandise they sell and solicit orders, but do not physically handle, stock, or deliver products truck jobber- sell a limited assortment of fast-moving or perishable items directly from their vehicles
Newspapers often refer to their __ as total circulation while television and radio stations describe theirs as ratings
reach
A __ is a sales promotion strategy in which the buyer can redeem a portion of the purchase price from the manufacturer
rebate
"Slippage" or failure to redeem, is less likely to occur with frequent users of __ as well as online consumers
rebates
Within the communication process, when you are reading or seeing a billboard with an advertisement you are known as the
receiver
Attempts to influence feelings, opinions, or belies held by customers and others about a company and its products are called public __
relations
__ selling the practice of building ties to customers based on a salesperson's attention and commitment to customer needs over time
relationship
A quick response delivery system increases the efficiency of which of the following processes?
reordering
Because most types of advertising __, formal budgeting is typically required
represent a substantial financial commitment
The FCC recommends that firms conduct market __ to eliminate possible bias related to judgements about some population segments as they identify their target audience for advertising
research
The feedback loop in the communication process is made up of a(n) __ from the receiver, and feedback, the interpretation of the same by the source
response
Dell's target market desires rapid delivery and a wide variety of customizable products, so the company has opted for a(n) __ supply chain
responsive
This rock climbing wall within the Bass Pro Shops Outdoor World is free for which customers to climb and experience. While a somewhat unorthodox approach, this is an example of which part of the retailing mix?
retail communication
The description of the stages of growth and decline for a retail outlet is called the
retail life cycle
Five of the 40 largest businesses in the United States are
retailers
__ is where the customer meets the product, and exchange occurs
retailing
__ refers to an intermediary who sells to consumers
retailing
Companies that are interested in using celebrity endorsers for their products but are worried about image problems sometimes consider __ athletes that are more low risk
retired
Both Motorola and Nokia have programs whereby consumers can return used cell phones when they no longer are being used, and the phones may be reused, recycled, or disposed of properly. These firms are engaged in
reverse logistics
Interactive inline advertising, known as __, often has drop-down menus, built-in games, or search engines to engage viewers
rich media
Match the following compensation plans to the appropriate characteristics of each salary commission combination
salary- provides little incentive to expand sales volume commission- it can detract salespeople from providing customer service combination- most preferred by salespeople
A sophisticated __ test might involve manipulating an advertising variable like schedule or copy through cable systems, and observing the affects on purchasing at local supermarkets
sales
__ promotion refers to a short-term inducement of value offered to arouse interest in buying a good or service
sales
__ is defined as planning the selling program and implementing and evaluating the personal selling effort of the firm
sales management
Match the following function of sales management with tasks involved with each sales plan formulation sales plan implementation salesforce evaluation
sales plan formulation- setting objectives and organizing the salesforce sales plan implementation- salesforce recruiting, training and compensation salesforce evaluation- quantitative and behavioral assessments of salesforce
__ often stimulates sales for its duration, but gains are often temporary and sales drop off when the deal ends
sales promotion
The sales team at a large textiles company has special computer software designed to create sales presentations for its products. This is an example of
salesforce automation
One type of sales promotion involves the use of __. This is where the firm gives out trial versions of the product or service with the hope that the consumer will eventually purchase the entire item
sample
__ are often used for new products, as a way to get the product in the hands of the consumer at no risk to them.
samples
When shoppers at Costco explore the aisles, often there are employees handing out small servings of various food products for customers to try. This sales promotion tactic is known as __
sampling
Which of the following activities are likely to be affected by seasonally?
scheduling the promotion
Which of these producers uses a direct channel?
schwan
The modern drugstore carries food, camera equipment, toys, and pharmaceuticals, which is an example of
scrambled merchandising
An analytical approach and experience are particularly important when __ because a large number of possible combinations can achieve the same objective
selecting the right promotional tools
Between the two extremes in distribution density, intensive and exclusive, is the level known as __ distribution, in which a firm selects a few retailers in a geographic region to carry its products
selective
Most gas stations today are categorized as __-service
self
Match the following levels of service for retailers with the correct example self-service limited-service full-service
self-service- asking hotel guests to check themselves in and print their own keys at a kiosk in the lobby limited-service- providing salespeople in ONLY the electronics and jewelry departments of a discount store full-service-offering shopping assistants and a concierge in a department store
L.L. Bean uses what strategy to increase the efficiency of its catalogs?
send specialty catalogs to market niches in its database
Percentage of sales and competitive parity are two methods of
setting a promotional budget
The contemporary women's clothing store Bebe designs its advertising to "attract customer who are intrigued by the playfully sensual and evocative imagery of the Bebe lifestyle." this company uses what type of advertising appeal?
sex
Uniformed guards and employee integrity screenings help reduce which problem in retailing?
shrinkage
In administered vertical marketing systems, coordination is achieved through one channel member influencing another, often based on
size
Which of the following is most responsible for speeding up the convergence of the real and digital worlds?
smartphones and their apps
In the marketing communication process, the __ refers to the company or person who has information to convey
source
Match the elements of the communication process with the correct example from this HUMMER print ad source channel receiver message
source- HUMMER channel- Businessweek Magazine receiver- potential car buyer message- good off-road performance
Sephora is a leading perfume and cosmetic store chain that only sells merchandise in this narrow area but has a deep assortment of various cosmetics. This is characteristic of what type of retailer?
speciality outlet
Which type of store carries a deep assortment of a single line or a few related lines of items?
specialty stores
Which of these steps in developing advertising is most helpful in selecting media and evaluating a campaign?
specifying advertising objectives
Which of the following is a way to advertise on Facebook?
sponsored stories
Brookstone is a retailer known for opening stores in airports where they have a captive market. This is an example of utilizing which of the following parts of the retailing mix?
store location
Match the following sales compensation plans with its definition straight salary straight commission combination compensation
straight salary- a salesperson is paid a fixed fee per week, month, or year straight commission- a salesperson's earnings are directly ties to the sales or profit generated combination compensation- a salesperson earns a specified salary plus a percentage of sales or profits
Multichannel marketing typically involves selling merchandise in three channels. Which of the following is NOT one of the three channels typically used?
street fair
When using social media, participants typically
submit comments, photos, and videos
The U.S. version of the hypermarket, a somewhat smaller retail outlet, is the
supercenter
The integration and organization of information and logistics activities across firms to create and deliver products that deliver value to the consumer is known as
supply chain management
__ are typically designed to be either responsive or efficient, depending upon a firm's strategy to meet customer requirements
supply chains
Customer sales __ personnel augment the selling effort of order getters by performing a variety of services
support
A(n) __ is a type of sales promotion that offers prizes based on a chance of drawing an entrant's name and requires nothing more than the purchase of a ticket or a filled-out form on the part of the consumer
sweepstakes
Delta ran a sales promotion that featured John Legend performing an in-flight concert. Assuming that participants just had to purchase a ticket for a chance to win, this would be an example of a
sweepstakes
An order __ is a salesperson who processes routine orders or reorders for products that were already sold by the company
taker
In order for an advertising program to succeed, the advertiser must accurately and effectively identify its __ audience
target
Sometimes minivan commercials are aired during Saturday morning cartoons. Advertisers are using these ads to reach the __ market or those who influence them
target
Which of the following would most likely be considered category killer?
Barnes and Noble
__ are web pages that serve as publicly accessible personal journals or online forums for individuals or organizations
Blogs
The vast majority of senior sales executives consider which of the following to be the most important activity affecting sales performance?
Building long-term relationships with customers
__ and LeBron James partnered in a half-court shot contest that resulted in a successful shot, a bear hug from James, and a viral video that resulted in over 500 million media impressions
Carmex
With __ selling, the salesperson is an expert on problem recognition and resolution, and novel solutions often arise, thereby creating unique value for the customer
Consultative
Which two of the following are selling styles that are common for the need-satisfaction presentation format?
Consultative selling Adaptive selling
Which of the following are nonmonetary methods used to reward or motivate sales people?
Distinguished salesperson awards trips
__ is the ability to understand one's own emotions and the emotions of people with whom one interacts on a daily basis
Emotional intelligence
__ added Instant Articles to allow mobile users to access news articles directly in its app
__ launched a search engine which allows its users to conduct their own queries like "restaurants recommended by friends", giving value to companies for brand or product "likes' on the site
Which of the following networks has the most users and unique visitors?
Facebook as the most users, but YouTube has the most unique visitors
A tool used to evaluate a company's current processes and assets such as internal communication, key audiences, databases, advertising messages, and promotions expertise is known as a(n)
IMC audit
Brand managers can use __ for business-to-business image building, using profiles to company employees, and networking with industry-related groups
__ can be achieved by newspapers by advertising in the Wall Street Journal or USA Today
National Reach
Which of the following are factors in the workload method determine how many salespeople should make up the salesforce?
Number of customers, length of average sales call, average amount of selling time available
Which of the following are the three broad types of personal selling?
Order taking Order getting Customer sales support
Match the following techniques for handling objections with the time each is appropriate to use postpone denial ignore accept
Postpone => Use this when the objection will be dealt with later in the presentation. Denial => Use this when the objection is based on misinformation and its untrue. Ignore => Use this when the objection is a stalling mechanism or not important to the prospect. Accept => Use this when the objection is valid and the subject can be probed for further discussion.
Which of the following companies is likely to have the most influence relative to other channels members if it operated in an administered vertical marketing system?
Procter & Gamble (broad assortment of products)
__ is the result of a proliferation of interlinked smartphones, tablet devices, sensors, special identification tags, databases, algorithms, apps, and other elements
The convergence of the real and digital worlds
Which of the following are major roles that personal selling serves in a firm's overall marketing effort?
The only personal contact a customer may have with the firm. A means to satisfy the needs of both buyers and the firm in an exchange
With __, content is no longer seen as being created and published in final form by one author; the content may be continuously modified by others
Web 2.0
Which of the following questions are answered by account management policies in a sales plan?
Whom should salespeople contact and what kinds of selling and customer service activities should be carried out?
__ are primarily a directional medium for advertising because they help consumers know where purchases can be made after other media have created awareness and demand
Yellow Pages
When a firm uses several people like a salesperson, a sales engineer, and a service representative to satisfy the various interests within a customer's buying center, it employs __ selling
team
A form of nonstore retailing known as __ involves using the telephone to interact with and sell directly to consumers
telemarketing
Accounting for both traditional and nontraditional methods, research indicates that time allocated to consumption of __ is increasing
television
Two problems with advertising in __ are the lack of accountability and ROI measurements and the increasing public concern about environmental impact
the Yellow Pages
This MINI Cooper ad features a billboard that responds to a chip in every passing Cooper owner's car. This is an example of which feature associated with digital billboards?
the ability to change the message quickly
A marketing message may never make it to the desired receiver if an error is made in determining
the channel used for the message
In choosing a channel, marketing managers should consider what when assessing potential profitability?
the extent to which channel members share costs of distribution, advertising, and selling expenses
Among the methods of retail outlet classification, the level of service between different retailers is easier for customers to perceive than
the form of ownership
Which of the following is a disadvantage of using television advertising, especially on broadcast networks?
the liklihood of wasted coverage
In advertising, rating is
the percentage of households in a market that are turned to a particular TV show or radio station
Reverse logistics is
the process of reclaiming recyclable and reusable materials for repair, redistribution, or disposal
In the communication process, how does the encoding occur?
the sender transforms it
This figure relates the importance of promotional tools to
the stages of the consumer purchase decision process
In vendor-managed inventory convenience by having __ determine the product amount and assortment required and automatically delivery appropriate items
the supplier
Viewing test commercials within new television shows or movies and providing personal reactions to the advertising is known as a(n) __ test
theater
In may be more lucrative for brand managers to seek out a social media network with a specialized focus primarily because
these smaller audiences may be more homogeneous and sometimes skew more strongly toward your product
Expenses associated with transportation, materials handling and warehousing, inventory, stockouts, order processing, and return goods handling are included in
total logistics cost
Match each factor affecting channel choice with appropriate considerations for the factor. total market coverage buyer requirements profitability
total market coverage- distribution density levels buyer requirements- customer needs for information, convenience, variety, and services profitability- distribution, advertising, and selling costs
Sales tools used to support a company's advertising and personal selling directed to wholesalers, retailers, or distributors are known as __-oriented sales promotions
trade
Match the following closing techniques with the correct definition trial close assumptive close urgency close
trial close- involves asking the prospect to make a decision on some aspect of the purchase assumptive close- entails asking the prospect to consider choices concerning delivery, warranty, or financing terms urgency close- entails making references to the timeliness of the purchase
With the stimulus-response presentation format, the salesperson
tries one appeal after another, hoping to hit the right button
Channel conflict occurs between
two channel members
"What ads do you remember seeing yesterday?" is a question most likely asked during which type of post-testing?
unaided recall
With canned-sales presentation, the salesperson
uses a memorized, standardized message for every prospect
Salespeople add __ for customers by identifying creative solutions to customer problems, easing the buying process, and providing follow-through after the sale
value
Reminder advertising is most appropriate
when the product has achieved a well-recognized position
The sales plan describes what is to be achieved and
where and how the selling effort of salespeople is to be deployed
A(n) __ might be added to an indirect channel for a low-cost product where the retailer demands smaller quantities
wholesaler
Celestial Seasonings produces specialty teas and sells them to food __, who then resell them to supermarkets
wholesalers
Firms that buy products from manufacturers and resell them to retailers are known as
wholesalers
Home television shopping may be an effective choice for retailing for all of these reasons EXCEPT which?
you sell a product that consumers prefer to touch before purchase
Match the following parts of the sales recruitment effort with its definition a job analysis a job description job qualifications
A job analysis => A study of a particular sale position, including how the job is to be performed and the tasks that make up the job A job description => A written document that describes job relationships and requirements that characterize each sales position Job qualifications => The aptitudes knowledge, skills, and a variety of behavioral characteristics considered necessary to perform the job successfully
One of the difficulties of scrambled merchandising is intertype competition. Match the scrambled merchandiser and its sub category of products with the specialty retailer with which they compete Target sells sports equipment Walmart sells electronics Kmart sells print supplies
Target sells sports equipment- Dick's Sporting Goods Walmart sells electronics- Best Buy Kmart sells print supplies- Office Depot
Which of the following are training areas for IBM Global Services salespeople, who sell consulting and various information technology services?
Technical aspects of the business Consultative selling
Which of the following has restricted the efforts of telemarketers?
The National Do-Not-Call registry
"Followers" were first introduced on and became an important basis for which social media network?
