Test 4 Ch 13-17
Category killers compete primarily on the basis of
Category killers compete primarily on the basis of
Managers should be careful to craft sales contests that support
a strong customer orientation
A support salesperson who usually advises customers on product characteristics and application, system, design, and installation procedures is
a technical salesperson
The three major types of nonstore retailing
are direct marketing, direct selling, and automatic vending
Premiums
are items offered free or at a minimal cost as a bonus for purchasing a product
Frequent-user incentives
are most likely to stimulate customer loyalty
Exterior and interior characteristics such as layout, displays, color, and lighting are elements of a sore's
atmospherics
An ad's headline is designed to
attract readers' attention and develop interest so that they will read the entire advertisement.
Marketing channel members are likely to experience misunderstandings, frustration, and poorly coordinated strategies as a result of
channel conflict caused by inefficient communication between channel members.
The purpose of the follow-up stage in personal selling is to
determine customers' problems and questions about using the product.
Expensive, high-quality products that are purchased infrequently often reach consumers through
exclusive distribution
The major levels of intensity at which a company can choose to distribute its products are
exclusive, selective, and intensive
Organizational buyers are especially partial to direct marketing channels when
expensive and/or complex equipment is involved
The final stage of the selling process is
follow up
Personal selling is used most commonly in the B@B market as well as in the B@C market
for high-end products
Advertising that aims to create a more favorable view of a company as a whole in the yes of various stakeholders is called
institutional advertising.
The coordination of promotion and other marketing efforts for maximum informational and persuasive impact defines
integrated marketing communications
Because of the significant investment many companies have in the products they sell to customers, they must develop and maintain adequate varieties of products to meet their customers needs. This is called
inventory management
A list of exact magazines, newpapers, and television stations in which an advertisement will appear, along with dates and times,
is a (n) media plan
Marketing intermediaries
link producers to consumers through the purchase and reselling of products or contractual agreements
A salesperson will be better able to determine the prospect's specific needs by
listening carefully to questions and comments and watching reactions during the sales presentation
Location is important to a retailer because
location determines the trading area from which the store must draw its customers
When encoding the message, the source should use signs that have
meanings that the target market will understand
Personal selling is the
most precise, enabling marketers to focus on the most promising sales prospects
Anything the reduces the accuracy and clarity of communication is called
noise
Order processing, inventory management, materials handling, warehousing, and transportation are the activities that define
physical distributio
Warehousing is the
physical distribution function that involves design and operation of facilities for storing goods
Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they are
potentially harmful.
Without wholesalers and other intermediaries
products would likely be more expensive due to the use of less efficient channel members
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
The three general types of media schedules are
pulsing, continuous, and flighting
Industrial distributors help
reduce a producer's financial burdens by extending credit to customers
After direct marketing, the next slightly longer marketing channel adds a(n)
retailer
The cost retaining existing customers is usually substantially lower
than the cost acquiring new customers
A marketing channel is defined as a group of individuals and organizations
that directs the flow of products from producers to customers
A retailer is an organization that purchases products for the purpose of reselling them
to ultimate consumers
Retailing is best characterized as
transactions that carry wide and deep product mixes
The target market of a regional shopping center typically includes at least
150,000 people
The primary justification marketers use for conducting recognition and recall tests is that
People are more likely to buy a product they have seen advertised than one they have not seen advertised.
When better market conditions prevail or when company growth occurs,
a company may suffer if it cut back the size of its sales force
In an administered vertical marketing system (VMS), interorganizational relationships are
achieved by informal coordination.
The basic issues or selling points that an advertiser wants to include in an advertising campaign is (are) the
advertising platform
When a company promotes its position a public issue, this is specifically referred to as
advocacy advertising.
In establishing sales promotion objectives, a marketer should always
align objectives with the organization's overall objectives
The primary difference between an agent and a broker is
an agent represents a company on a permanent basis while a broker is employed temporarily
The effectiveness of an advertising campaign can be measured
before during, and after the campaign through the use of pretests, inquiries, and posttests.
The focus of personal selling is shifting from selling a specific product to
building long-term relationships with customers
After the target audience for an advertising campaign has been identified and analyzed, marketers should then proceed
by defining the advertising objectives
Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is
called personal selling
A major benefit of using event sponsorship is that it
can provide large amounts of free media coverage
Piggyback, fishyback and birdyback are terms usually associated with
containerization
Reinforcement advertising is primarily targeted at the
current users of a particular product
Sales activities in the sales structure are divided into two categories..-
current- customer sales and new-business sales
One of the best ways to find new prospects is through
customer referrals
A commonly used computerized means of integrating order processing with production, inventory, accounting, and transportation is
electronic data interchang
A firm can identify changes in public opinion that affect it by conducting
environmental monitoring
After compiling a list of potential customers, a salesperson must
evaluate whether each prospect is able, willing, and authorized to buy the product
For communication to occur, both the sender and receiver of information must
have a common understanding of the symbols, words, and pictures used to transmit information
Outlet shopping centers
have been successful because consumers are willing to drive significant distances to save money buying manufacturers' closeouts and irregulars
Customer density and distribution are important factors
in creating sales territories
New introductory promotion
informs potential customers about a product and what it is
Companies are increasingly using
multichannel distribution to respond to changing consumer preferences to be able to buy a product wherever and whenever they desire
Compared with other types of retailers, department stores compete mainly on the basis
of customers services
The closing stage
of the personal selling process is when the salesperson asks the prospect to buy the product.
The two major types of product advertising are
pioneer and competitive
An activity and or material that offers added value or incentive to resellers, salespeople, or consumers is
sales promotion
In contrast to industrial products, consumer products are often purchased because of
social influences
A narrow product mix with a deep product line would most likely be carried by
specialty retailers
The coordination of all the activities involved with the flow and transformation of supplies, products, and information throughout the supply chain to the ultimate consumer is called
supply chain management
Cause-related marketing links the purchase of an organization's products to
support of philanthropic organizations favored by the target market.
A merchant wholesaler
takes title to goods, assumes risk associated with ownership, and buys and resells product
Most important among target market characteristics to consider before determining the promotion mix ingredients are:
the size, geographic distribution, and demographic characteristics
Product placement in television shows is becoming increasingly important due
to consumer' greater ability to screen advertisements.
Retailers that sell only to members and feature discount retailing combined with cash-and-carry wholesaling are called
warehouse clubs
Benchmark statements should be included in advertising objectives, because
without a reference point, it is difficult to determine to what degree objectives have been accomplished.
A retail strategy of managing groups of similar, often substitutable products produced by different manufacturers is called
category management
Public relations
is a broad set of communication efforts used to create and maintain favorable relationships between a company and its stakeholders.
Free merchandise
is an example of a trade sales promotion
The receiver's response to a message
is feedback for the source
John tuning out pop-up ads on the Internet so that they don't even enter his awareness
is one of the best examples of noise that originates with the receiver in the communication process
The target audience for an advertising campaign
is the people toward whom the advertisements are directed
If a firm's promotional budget were extremely limited, it would be more likely to rely on personal selling as its main promotional tool, because
it is easier to measure a salesperson's efforts on sales than advertising's effects on sales.
A manufacturer has decided to improve its inventory management by maintaining low inventory levels and waiting to purchase materials until right before they are needed in production. This inventory management technique is called
just-in-time (JIT)
Convenience stores
were developed in 1927 to supply milk, eggs, and other products for customers replenishing their ice boxes