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Lesson 17- 24
Terms in this set (60)
Personal selling is more appropriate than mass selling when
immediate feedback is desirable.
While flipping through a parent's magazine, Kendra sees a glossy picture of a young girl in Mickey Mouse ears in front of the iconic Disney castle, which was placed in the magazine by the Walt Disney Company. The copy reads, "Come experience the magic of Disney." This best exemplifies
Although many specialists may be involved in planning for and implementing specific promotion methods, determining the blend of promotion methods for a firm is the responsibility of the
A software development firm is introducing a newly created cloud computing application. In the initial stages of the product's launch, the firm wants to educate potential customers about the product's features and benefits. At this point, which of the following promotion objectives is the firm most likely to pursue?
Which of the following is the best example of a "customer-initiated" communication process?
Joe does a search for "high-rated" running shoes on Google.
Which of the following are the basic types of promotion?
personal selling, mass selling, sales promotion, and publicity
Hershey's places a simple ad for its "Kisses" chocolates in Sports Illustrated. The ad shows only a photo of the product with no copy words. This is an example of a(n) ________ promotion objective.
A producer using very aggressive promotion to get final consumers to ask intermediaries for a new product has a(n) ________ policy.
The AIDA model consists of
Attention, Interest, Desire, and Action.
the process of the receiver translating the message.
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?
Jefferson works in the sales department of GRDR Inc., a company that makes industrial tools. He holds a degree in mechanical engineering and is an expert in figuring out exactly which of the company's many products best meet the needs of specific customers. Today he is travelling to visit a potential customer, a construction firm that Jefferson's colleague Carla has already visited and convinced to test out GRDR's products. Jefferson's role on GRDR's sales team is probably best described as that of a(n)
In the context of a firm's overall sales efforts, "customer service" is best described as
service that is required to solve a problem that a customer had with a previous purchase.
From the perspective of a retailer, the purpose of customer service is to
promote future purchases.
Which of the following is true of a straight commission compensation method?
It reduces the amount of sales supervision needed.
What sequences of steps do most sales presentations follow?
attention, interest, desire, action
help customers buy.
Missionary sales reps
help train intermediaries' salespeople and set up retail displays.
The total personal selling expense of a business is likely to be most stable under which of the following scenarios?
All the company's salespeople receive straight salary compensation.
A sales presentation in which the sales rep does most of the talking, using a "canned" presentation to obtain a "yes" answer to a "trial close," is a
prepared sales presentation.
"Cooperative advertising" refers to a practice that consists of
wholesalers and retailers doing advertising that is partially paid for by the producer.
Which of the following types of advertising promotes an organization's image, reputation, or ideas rather than a specific product?
A first-of-its-kind mobile application used for tracking budgets is in the market introduction stage of the product life cycle. Advertisers want to inform potential customers about the new app and turn them into adopters. Which of the following kinds of advertising is usually most appropriate in this case?
LiveTone, a line of cell phones, is in the maturity stage of the product life cycle. It has achieved brand insistence among its customers, and its advertisers are trying to reinforce its presence in the market through soft-sell ads. This is an example of _____ advertising.
An Internet service provider that wants to influence consumers to immediately switch to its service would most likely utilize ______ advertising.
When measuring advertising effectiveness, which of the following is true?
Advertising effectiveness should be measured against advertising objectives.
An ad for Toyota's lowest-priced truck claimed that it "is tougher, gives better mileage, and costs less than any other truck" and specifically named the directly competitive trucks. This is an example of
To choose the best advertising medium, you have to
decide what target market(s) should be reached.
decide on promotion objectives.
know the cost of alternative media.
decide what must be said.
All of the answers are (CORRECT)
Which of the following advertising media has a wide reach and is good for getting attention and for demonstrations, but is expensive, has a lot of clutter, and has limited time?
In the United States, the federal regulatory agency that has the power to control deceptive advertising and require corrective advertising is the
Federal Trade Commission.
Kruger Pharmaceuticals uses printed brochures and a company website to promote its brand and products. This is an example of ______ media.
Promotional messages generated by third parties, such as journalists or customers, rather than by the company or brand are known as ______ media.
Which of the following is true of earned media?
It is out of a marketing manager's control.
Companies use infographics to
grab attention and convey complex information in a simplified form.
Amal is designing a website for her property management company and is taking special care to include key words that she knows customers will use when searching for her company and the services it offers. By doing this, she hopes to improve the website's ranking in unpaid search results. Amal is engaging in
search engine optimization.
When Margot finishes a book she enjoys, she likes to post about it on social media and recommend it to her friends. This is an example of
The unpaid form of nonpersonal presentation of ideas, goods, or services is called
Intuit, a tax and financial planning software company, creates a website where its QuickBooks customers can interact about problems faced by their small businesses. This is an example of a
Generally, the main purpose of a company's public relations effort is to
get positive coverage by the press.
Brandon, after using a newly-introduced shaving lotion, expresses his dissatisfaction with the product on his Facebook page. This gets attention from his friends, who now do not want to try the product. What is Brandon's role in this scenario?
The amount of money that is charged for "something" of value, or _____, is one of the four major strategy decision variables that a marketing manager controls.
A marketing manager for a large company sets a specific amount of profit as an objective, which is stated as a percentage of sales. The manager compares the performance of each division of the firm against this objective and drops those divisions that are not yielding the specified profit. Which of the following pricing objectives is the marketing manager using in this scenario?
target return objective
Which of the following options is a type of sales oriented objective?
Meeting competition and nonprice competition are types of _____ pricing objectives.
Frisky Flights is a regional airline based in El Paso. Frisky uses a computer system to set prices for its tickets. The price for any given flight changes over time based on demand. This is an example of
Cellphones with unique new technology are usually released in the market 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 a _____ policy.
A(n) _____ policy tries to sell the whole market at one low price and is typically used when a firm expects strong competition very soon after introduction.
A major timber exporting firm meets with competing timber exporters where they agree to not sell below certain prices. These exporting firms are engaging in
In the United States, selling the same product to different buyers at different prices is
illegal if it injures competition.
Which of the following is a sales-oriented pricing objective?
growth in market share
involves adding a "reasonable" markup to the average cost of a product.
Which of the following is true of marginal analysis?
Marginal analysis focuses on the price that earns the highest profit, but a slight miss does not mean failure because demand estimates do not have to be completely accurate.
Total fixed cost
stays the same even if production stops temporarily.
The BEP, in units, can be found by dividing
total fixed costs by the fixed-cost contribution per unit.
Price ______ refers to the degree to which customers' purchase decisions are affected by price.
Which of the following refers to a pricing strategy in which a company provides a product for no charge, while money is charged for additional features that enhance the product's use?
The sequence of markups firms use at different levels in a channel is referred to as a
The basic problem with the average-cost approach is that it
does not consider cost variations at different levels of output.
Value in use pricing
sets a price that will capture some of what customers will save by substituting the firm's product for the one currently being used.
starts with an acceptable final consumer price and works backward to what producers can charge.
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