BMGT 350 Chapter 12-14 Warm Up – Flashcards
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What are the five promotion mix tools used by marketers to communicate customer value?
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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.
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Which of the following statements is true regarding the promotion mix?
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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.
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Integrated marketing communications must deliver company and brand messages that are ________.
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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.
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Which of the following statements is correct regarding marketing communications today?
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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.
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What are the four important decisions made when developing an advertising program? List them in order.
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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.
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In developing advertising strategies, marketers must make decisions regarding ___________________.
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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.
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________ is used by companies to build good relations with consumers, investors, the media, and their communities.
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Companies use public relations (PR) to build good relations with consumers, investors, the media, and their communities.
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Which of the following statements about public relations is correct?
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In this digital age, the lines between advertising, public relations, and other content are becoming more blurred.
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Personal selling can be very effective in complex selling situations because it involves ________ interactions and engagement between salespeople and individual customers.
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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.
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Which of the following statements about personal selling is correct?
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To many customers, the salesperson is the companylong dash—the only tangible manifestation of the company that they see.
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Which of the following lists the six major sales force management decision steps in their correct order?
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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.
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What are the four sales force structures a company can use?
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A company can structure its sales force by territory, product, or customer. It can also combine any of these into a complex structure.
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What is the first step in the personal selling process?
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The first step in the selling process is prospecting during which sales people identify qualified potential customers.
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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.
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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.
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Which of the following statements regarding sales promotions is correct?
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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.
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Promotional tools offered to consumers include ________.
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There are many promotional tools used for consumer markets. These include, but are not limited to, rebates, coupons, price packs, and samples.
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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?
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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.
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Which of the following is a benefit of direct and digital marketing for buyers?
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For buyers, direct and digital marketing are convenient, easy, and private.
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What are the three major forms of digital direct marketing?
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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.
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Traditional direct marketing tools include ________.
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Traditional direct marketing tools include face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing.
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Websites, online advertising and promotions, e-mail marketing, online video, and blogs are all forms of ________ marketing.
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Online marketing refers to marketing via the Internet using company websites, online advertising and promotions, e-mail marketing, online video, and blogs.
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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 _______.
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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.
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Which of the following statements is true regarding social media marketing?
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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.
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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?
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Companies use mobile marketing to stimulate immediate buying, make shopping easier, enrich the brand experience, or all of these.
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Which of the following statements is true regarding traditional direct marketing forms?
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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.
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According to the text, what is perhaps the toughest public policy issue now confronting the direct marketing industry?
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According to the text, invasion of privacy is perhaps the toughest public policy issue now confronting the direct marketing industry.
