test 4 isenberg test

Research shows that one referral is as valuable as

'12 cold calls

physical distribution

.Order processing, inventory management, materials handling, warehousing, and transportation are the activities that define___

Target market of a regional shopping center typically includes at least

150,000

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)

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.

A manufacturer-owned operation that provides services usually associated with agents is a

Sales office.

integrated marketing communication

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

MOST important to consider before determining the promotion mix ingredients

The size, geographic distribution, and demographic characteristics

When better market conditions prevail or when company growth occurs,

a company may suffer if it cut back the size of its sales force

A marketing channel is defined as

a group of individuals and organizations that directs the flow of products from producers to customers

Free merchandise is an example of

a trade sales promotion method.

After compiling a list of potential customers, a salesperson must evaluate whether each prospect is

able, willing, and authorized to buy the product

The basic issues or selling points that an advertiser wants to include in an advertising campaign is the

advertising platform

The primary difference between an agent and a broker

an agent represents a company on a permanent basis while a broker is employed temporarily

A retailer is ___

an organization that purchases products for the purpose of reselling them to ultimate consumers

Exterior and interior characteristics such as layout, displays, color, and lighting are all elements of a store's

atmospherics

A print or digital ad's headline is designed to

attract readers' attention and develop attention so that they will the entire advertisement

Without wholesalers and other intermediaries products would likely___

be more expensive due to the use of less efficient channel members

The focus of personal selling is shifting from selling a specific product to

building long-term relationships with customers

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.

A retail strategy of managing groups of similar, often substitutable products are produced by different manufacturers is called

category management

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

A firm can identify changes in public opinion that affect it by

conducting environmental monitoring

Product placement in television show is becoming increasingly important due to

consumers' greater ability to screen, and fast forward through advertisements

Sales activities in the sales structure are divided into two categories:

current-customer sales and new business sales

Compared with other types of retailers, department stores compete mainly on the basis of

customer services

The three major types of nonstore retailing are:

direct marketing, direct selling and automatic vending

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 fianal stage of the selling process is

follow-up

Piggyback, fishyback and birdyback are terms usually associated with

gaining efficiency in shipping through containerization.

In an administered vertical marketing system (VMS), interorganizational relationships are achieved by

informal coordination

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.

Public Relations

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

A major benefit of using event sponsorship is that

it can provide large amounts of free media coverage

If a firm's promotional budget were extremely limited, it would more 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

Premiums

items offered free or a minimal cost as a bonus for purchasing a product

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

Category killers compete primarily on the basis of

low prices and enormous product availability

The cost of retaining existing customers is usually substantially ___ than the cost of acquiring new customers

lower

A list of the exact magazines, newspapers, and television stations in which an advertisement will appear, along with the dates and time, is a

media plan

In establishing sales promotion objectives, a marketer should always align objectives with the

organization's overall objectives

The target audience for an advertising campaign is the

people toward whom the advertisements are directed

Paid personal communication that attempts to inform and persuade customers to purchase products in an exchange situation is called

personal selling

Warehousing

physical-distribution that involves design and operation of facilities for storing goods.

The two major types of product advertising are

pioneer and competitive

Some critics, including consumer groups and government officials, suggest that certain products should not be promoted because they are

potentially harmuful

The effectiveness of an advertising campaign can be measured before, during, and after the campaign through the use of

pretests, inquiries and post tests.

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

In contrast to industrial products, consumer products are often ___

purchased because of social influences.

Companies are increasingly using multichannel distribution to

respond to changing consumer preferences to be able to buy a product wherever they desire.

A narrow product mix with a deep product line would most likely be carried by

specialty retailers

Frequent-user incentives are most likely to

stimulate customer loyalty

Manages should be careful to craft sales contest that support a

strong customer orientation as well as motivate salespeople

Convenience stores were developed in 1927 to

supply milk, eggs and other products for customers replenishing their iceboxes.

Reinforcement advertising is primarily targeted at

the current users of a particular product

When encoding the message, the source should___

use signs that have meanings that the target market will understand

Retailers that ell only to members and feature discount retailing combined with cash-and-carry wholesaling are called

warehouse clubs.

A benchmark statement should be included in advertising objectives because

without a reference point, it is difficult to determine to what degree objectives have been accomplished