BMGT 350 Chapter 12-14 Warm Up – Flashcards
Unlock all answers in this set
Unlock answersquestion
What are the five promotion mix tools used by marketers to communicate customer​ value?
answer
A​ company's total promotion mix consists of​ advertising, public​ relations, personal​ selling, sales​ promotion, and direct and digital marketing tools. The tools are used to engage​ consumers, communicate customer value​ persuasively, and build customer relationships.
question
Which of the following statements is true regarding the promotion​ mix?
answer
Public relations involves building good relations with the​ company's various publics by obtaining favorable​ publicity, building up a good corporate​ image, and handling or heading off unfavorable​ rumors, stories, and events. Public relations includes press​ releases, sponsorships,​ events, and Web pages.
question
Integrated marketing communications must deliver company and brand messages that are​ ________.
answer
Under the concept of integrated marketing communications​ (IMC), the company carefully integrates its many communication channels to deliver a​ clear, consistent, and compelling message about the organization and its brands.
question
Which of the following statements is correct regarding marketing communications​ today?
answer
New media formats let marketers reach smaller communities of consumers in more engaging ways. For​ example, some​ programs, ads, and videos are being produced only for online viewing.
question
What are the four important decisions made when developing an advertising​ program? List them in order.
answer
Marketing management must make four important decisions when developing an advertising​ program: setting advertising​ objectives, setting the advertising​ budget, developing advertising​ strategy, and evaluating advertising effectiveness.
question
In developing advertising​ strategies, marketers must make decisions regarding​ ___________________.
answer
In developing advertising strategies and​ programs, the company must make decisions​ regarding: 1. organization of the advertising​ function; and 2. adaptation of advertising strategies and programs to the complexities of international markets.
question
​________ is used by companies to build good relations with​ consumers, investors, the​ media, and their communities.
answer
Companies use public relations​ (PR) to build good relations with​ consumers, investors, the​ media, and their communities.
question
Which of the following statements about public relations is​ correct?
answer
In this digital​ age, the lines between​ advertising, public​ relations, and other content are becoming more blurred.
question
Personal selling can be very effective in complex selling situations because it involves​ ________ interactions and engagement between salespeople and individual customers.
answer
Personal selling is the interpersonal arm of the promotion mix and can be very effective in complex selling situations. Salespeople can probe customers to learn more about​ problems, adjust the marketing​ offer, and fit each presentation to a​ customer's special needs.
question
Which of the following statements about personal selling is​ correct?
answer
To many​ customers, the salesperson is the companylong dash—the only tangible manifestation of the company that they see.
question
Which of the following lists the six major sales force management decision steps in their correct​ order?
answer
Sales force management involves six​ steps: designing sales force strategy and​ structure, recruiting and selecting​ salespeople, training​ salespeople, compensating​ salespeople, supervising​ salespeople, and evaluating salespeople.
question
What are the four sales force structures a company can​ use?
answer
A company can structure its sales force by​ territory, product, or customer. It can also combine any of these into a complex structure.
question
What is the first step in the personal selling​ process?
answer
The first step in the selling process is prospecting during which sales people identify qualified potential customers.
question
Closing a sale with a particular customer is a​ short-term ________​ orientation, but the selling process must also take a​ ________ orientation and look at the long term.
answer
The personal selling process is transaction​ oriented; its aim is to help salespeople close a specific sale with a customer. In most​ cases, the company is not simply seeking a​ sale; it wants to engage the customer over the long haul in a mutually profitable relationship.
question
Which of the following statements regarding sales promotions is​ correct?
answer
In the current​ economy, consumers have become more​ deal-oriented. Consumers are demanding lower prices and better deals. Sales promotions can help attract​ today's more​ thrift-oriented consumers.
question
Promotional tools offered to consumers include​ ________.
answer
There are many promotional tools used for consumer markets. These​ include, but are not limited​ to, rebates,​ coupons, price​ packs, and samples.
question
Which form of marketing communication involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer​ relationships?
answer
Direct and digital marketing involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.
question
Which of the following is a benefit of direct and digital marketing for​ buyers?
answer
For​ buyers, direct and digital marketing are​ convenient, easy, and private.
question
What are the three major forms of digital direct​ marketing?
answer
In recent​ years, a new set of digital direct marketing tools has burst onto the marketing​ scene, including online marketing social media marketing and mobile marketing.
question
Traditional direct marketing tools include​ ________.
answer
Traditional direct marketing tools include​ face-to-face selling,​ direct-mail marketing, catalog​ marketing, telemarketing,​ direct-response television​ marketing, and kiosk marketing.
question
​Websites, online advertising and​ promotions, e-mail​ marketing, online​ video, and blogs are all forms of​ ________ marketing.
answer
Online marketing refers to marketing via the Internet using company​ websites, online advertising and​ promotions, e-mail​ marketing, online​ video, and blogs.
question
The digital version of​ word-of-mouth marketing, which involves creating​ videos, ads, and other marketing content that customers seek out or pass along to their​ friends, is called​ _______.
answer
Viral marketing is the digital version of​ word-of-mouth marketing. Viral marketing involves creating​ videos, ads, and other marketing content that are so infectious that customers will seek them out or pass them along to their friends.
question
Which of the following statements is true regarding social media​ marketing?
answer
Due to the rapid growth in social media​ usage, there has been a surge in​ real-time marketing, allowing marketers to create and join consumer conversations around situations and events as they occur.
question
Which form of direct and digital marketing do companies use to stimulate immediate​ buying, make shopping​ easier, enrich the brand​ experience, or all of​ these?
answer
Companies use mobile marketing to stimulate immediate​ buying, make shopping​ easier, enrich the brand​ experience, or all of these.
question
Which of the following statements is true regarding traditional direct marketing​ forms?
answer
Marketers use outbound telephone marketing to sell directly to consumers and businesses. They also use inbound​ toll-free numbers to receive orders from television and print​ ads, direct​ mail, or catalogs.
question
According to the​ text, what is perhaps the toughest public policy issue now confronting the direct marketing​ industry?
answer
According to the​ text, invasion of privacy is perhaps the toughest public policy issue now confronting the direct marketing industry.
