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Connect Quizzes and HW assignments 13-18
Terms in this set (74)
Direct Competitive Advertising
When the Coffee Collective purchases advertisements on the radio announcing its new patio and encouraging dog-loving coffee drinkers to come by the new patio soon, the Coffee Collective appears to be using which type of advertising?
Coffee Collective find one advantage of online advertising is_____________, which displays ads to a web user based on sites they may have previously visited.
By offering a free dog biscuit with each cup of coffee, the Coffee Collective entices customers to visit its shop during the pet adoption event. This represents what type of promotion?
Which of the following promotion methods refers to communication with noncustomers, including labor, public interest groups, stockholders, and the government?
Gary, a marketing manager, is involved in planning the budget of his firm's new marketing campaign. His focus is on developing a marketing strategy to reach specific objective, and he does not want to rely on historical patterns or rations. Quite sensibly, he bases the budget on the job to be done. In this case, Gary is using the __________ to set promotion budget.
Sales promotion activities
Try to simulate interest, trial, or purchase by final customers or others in the channel.
A receptionist at an obesity clinic has been asked by her manager to phone the customers periodically and inform them about when they should ideally have their next treatment and find out if they have been facing any medical conditions related to obesity. In this scenario, the clinic is most likely attempting to accomplish which of the following promotion objectives?
During the market introduction stage of the product life cycle, the basic promotion objective of a firm for its new product should ideally be to...
Inform potential customers of the product's features and benefits
The manufacturer of the laundry product gives samples directly to consumers to encourage them to purchase the product at their local retail stores
Which of the following is the best example of a pulling promotion used to sell a laundry product?
Ronald is actively using social media to gather buying information. He prefers social media because of its ability to create personalized communication through online forums that initiate discussion with other consumers. He wants to be anonymous in his online presence, but he is unaware that his online activities are being tracked by marketers. Which of the following ethical issues in marketing communication does this scenario best illustrate?
The source of the message
The individual who encodes a message in the communication process is also most likely to be which of the following?
Developing a favorable set of attitudes so customers will buy, and keep buying, a firm's product...
Of the various promotion objectives, the persuading objective most likely involves
Mass selling becomes more economical
When a product is in the market growth stage
Personal selling is a function of which of the Four Ps?
- Customer satisfaction
- Customer loyalty
- Customer value
**All of the choices are correct
Increasing sales through referrals and building relationships is a sign of
- Ordering taking
- Sales Support
** All of the choices are correct
Inside salespeople often practice
(A CRM database compiles information about customers and prospects that can be shared among different kinds of salespeople.)
The CRM system's function here is to...
Establishing a marketing mix that offers genuine benefits to the target customers
Which one of the following options offer firms the best means of avoiding ethical issues related to personal selling?
(Order getters are concerned with establishing relationships with new customers and developing new business. Order-getting means seeking possible buyers with a well-organized sales presentation designed to sell a good, service, or idea.)
A salesperson for an auto glass manufacturer is primarily responsible for expanding the company's customer base to markets that have not been served before. Which of the following most likely characterizes the major tasks for this salesperson
A salesperson represents the __________ inside the selling frim, providing feedback from the field
Introduction stage into the market growth stage
An order getter helps bring products out of the
Consultative selling approach
Dan sells life insurance. The insurance company provides a list of prospects, and he starts each sales call by asking the potential customer to explain his or her financial goals. He uses a problem-solving approach to satisfy the customer's needs. In this scenario, which of the following types of sales presentations is Dan probably using?
Giving sales presentations
Customer relationship management databases are often uses to help salespeople with all of the following activities, except for...
It requires ongoing follow-up to make certain that the customer is totally satisfied
Which of the following is true of order-taking?
Attention, interest, desire, action
What sequence of steps do most sales presentations follow?
They are sometimes called merchandisers or detailers
Which of the following statements is true of missionary salespeople?
Jefferson works in the sales department of GRDR Inc., a company that makes industrial tools. He hold a degree in mechanical engineering and is an expert in figuring out exactly which of GRDR's sales team is probably best described as that of a(n)...
Trident Boats wants to promote its newest watercraft at the next trade convention. The company wants targeted ads that can bring in people who register at the convention's website
Directories and classifieds
One Way Transportation, a local moving company, needs to promote its upcoming "College Days" special. It wants an outlet that is cost efficient and will lead to immediate sales
2 Brothers Furniture wants to turn potential customers into actual customers. It wants advertising that is highly credible and allows for an easy measurement of return on investment (ROI)
Social Media Advertising
Dexter Landry is starting a tax preparation services company. He wants advertising that is relatively low cost and will allow for "endorsements" from satisfied customers
Mama Mia's is a restaurant located near a popular tourist attraction. The company is using an option that advertises discounts to customers nearby
U.S corporations spend relatively little of their sales dollars on advertising
Which of the following is true of advertising spending?
Advertisers should keep in mind that
What is seen as positioning in one country may be viewed as unfair or deceptive in another
Sales promotion directed toward final consumers or users tries to speed up the time of purchase
Which of the following is true of sales promotion for different targets?
Cassidy Crafts makes special paper, stickers, and related items that are used in scrapbooking. Most of Cassidy's sales are done by craft stores and other retailers, and it feels that ads for its products are more effective and economical if they appear in the craft stores' weekly flyers. With this in mind, Cassidy offers ______, or price reductions to these retailers to encourage them to promote Cassidey's products locally.
Shirinika notices that when she logs into her email, the ads displayed in the sidebar changed based on the websites she has recently visited. This is an example of...
An internet service providers that wants to influence consumers to immediately switch to its services would most likely utilize________ advertising
In order to guarantee good media selection, an advertiser must clearly specify its targeting market first
Which of the following statements about advertising media is true?
Unique selling proposition
In order to arouse desire, an ad should use a ____________ that aims at an important unsatisfied need
Advertising effectiveness should be measured against advertising objectives
When measuring advertising effectiveness, which of the following is true?
Vary in size, but the largest ones account for most of the billing
If Young Explorers posted information about the organization on its Facebook page to engage its target market and encourage them to become members, this type of promotion would be classified as....
Young Explorers wants to encourage its members, who are outdoor enthusiasts, to post photos and videos of their adventures for others to see. Which social media platform would be most appropriate for this?
When Gabbie tweets (sends a message on Twitter) to her friends that says, "The Young Explorers look like a great club," this is an example of what type of media?
Requiring customers to review their purchases
Which of the following is not a method companies frequently employ to encourage word-of-mouth?
A Facebook posts by a company
Which of the following is an example of owned media?
When it is an integrated part of the marketing mix
When does publicity work best?
It is out of a marketing manager's control
Which of following is true of earned media?
Which social media site would a person most likely use to assemble a "wish list" or to keep track of decorating or travel ideas?
Media coverage of a company's goods or services often involves PR people writing a basic article and convincing the press to print it
Which of the following is true of media coverage of a company and its activities?
Kruger Pharmaceuticals uses printed brochures and a company website to promote its branding and products. This is an example of _________ media...
Which of the following is not a type of owned media?
Mercury is a company that makes unique lighting solutions bases on customer specifications. Frank has used them twice and has really liked the results, so when he hears his friend Osvaldo is looking to upgrade his lights in his dining room and kitchen, Frank is quick to recommend Mercury and gives Osvaldo a couple for 15% off design services. This is an example of...
Social Media is a one-to-many model of communication
Which of the following is not true of social media and businesses?
The amount of money that is charged for "something" of value, or _______ is one of the four major strategy decisions variables that a marketing manager controls
A one-price policy makes pricing easier
Which of the following statements is true of a one-price policy?
Illegal if it injures competition
In the United States, selling the same product to different buyers at different prices is
A(n)____________ policy tries to sell the whole market at one low price and is typically used when a frim expects strong competition very soon after introduction
A(n) ______________is intended to reassure retailers or other intermediaries that they will make some profit on a new product even if consumers do not buy it, and thereby convince them to carry it
Aster Co. has introduced a new product and set the price to help achieve "the 10% share we need to be in the game." This is an example of a
Firms consciously set their own prices
Prices are "administered" when
Set a fair price level for a marketing mix that provides superior customer value
When a frim follows a value pricing policy, it attempts to...
Cellphones with unique new technology are usually released in the marketing at a high price since there is no immediate competition for the product. Gradually, the prices are reduced to capture more customers and to compete with competitors who copy the new technology. This type of pricing strategy is known as ___________ policy
A producer of sports equipment offers its retailers a 2 percent price reduction on all purchases if the dealer advertises its products locally. In the scenario, the producer is using a(n) _____________________
Snapfish's 12 cents per digital printing pricing has been such a big success. With so many choices, consumer gravitate to the retailer with good value. Snapfish is betting that its prices are lower then prices most digital cameras owners expect to for prints
Newegg.com promotes popular, fast moving electronics items with high stockturn rates on the entry point to its website which entices consumers to touch on additional web pages offering additional products for sales
Krispy Kreme kept lowering its prices a small amount on its new donut holes and found that demand spiked when it dropped to $0.25 each. Demand did not go up at $0.20
Many firms use marketing collaborators, like Network Solutions, to help them with marketing tasks such as building a website, customer service, and personalized email. They price one of their service packages at $495
High pricing is often used with luxury products like high-end watches to suggest top quality
Target Return Objective
A marketing manager for a large company sets a specific amount of product as an objective, whish is stated as a percentage of sale. The manager compares the performance of each division of the firm against this objective and drops those division that are not yielding the specified product. Which of the following pricing objectives is the marketing manager using in this scenario?
Frisky Flights is a regional airlines based in El Paso. Frisky uses a computer system to set prices for its tickets. The price for any given changes over time based on demand. This is an example of...
Is easy to do
A primary reason that a firm would use average-cost pricing is that is
Takes into account both costs and demand
The main advantage that marginal analysis has over most other popular pricing methods is that it....
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