question

when a firm has a public relations agent, the primary function is to generate ___ publicity and improve the companies reputation

answer

positive

question

____ is the two way flow of communications between a buyer and a sweller designed to influence the buyers purchase decision

answer

personal selling

question

the integrated marketing communications process refers to which of the four Ps in the marketing mix

answer

promotion

question

within the communication process when you are reading or seeing a billboard with an advertisement, you are known as the __ or the __

answer

consumer , receiver

question

the "think, feel, do" model for the mental stages a consumer goes through is more formally called the __ model

answer

AIDA

question

the message being sent out by marketers should be customer focused, the communication channel should be correct for the targeted audience, and results need to be fully evaluated, this is known as ___ strategy

answer

IMC strategy

question

the __ process refers to how firms are able to communicate with their consumers

answer

communication

question

refers to a two way flow communication between a buyer and a seller and is designed to influence the buyers purchase decision

answer

personal selling

question

the communication ___ is the medium, tv, radio, that carries the message from the firms to the consumer

answer

channel

question

the __ allows the receiver to communicate with the sender and thereby inform the sender whether the message was received and decoded properly

answer

feedback loop

question

__ metrics such as aided recall measure a potential customers ability to recognize or recall that the brand name is a particular type of retailer or product

answer

awareness

question

the whole point of the AIDA model is to provide a blueprint for how ___ works

answer

marketing communications

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__ is media content distributed through interactions between consumers and their friends and family

answer

social media

question

sales represents are an important component of many IMC programs, specially in

answer

B2B

question

a marketer would most likely want to use a __ to communicate to shareholders, and a __ to communicate to the general public

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direct mailing, newspaper

question

is the third of the four component in the AIDA model

answer

Desire

question

in the competitive __ method of IMC budgeting, the budget is set so that the firm's share of communication expenses equals its share of the market

answer

parity

question

4 steps of the communication process

answer

sender, transmitter, communication channel, receiver

question

refers to any interference that stems from competing messages, a lack of clarity i the message, or a flow in the media that subsequently creates a problem for the communication channel

answer

noise

question

the components to an ad's return on investment are

answer

sales, gross margin, marketing expeditures

question

the __ refers to the agency or intermediary that works alongside the sender in the communication process to develop marketing communications

answer

transmitter

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any time there is a discrepancy between encoding and decoding , __ likely exists due to interference and confusion within the message

answer

noise

question

__refer to special incentives or excitements building programs that encourage the purchase of a product or service, such as coupons, rebates, free samples

answer

sales promotion

question

__ refers to the conversion of the senders ideas into a message, which could be verbal, visual, or both

answer

encoding

question

telephone, mail, catalogs, email are considered part of __ marketing

answer

direct marketing

question

disadvantages to using the television medium for advertising

answer

high cost, cluttered airways

question

communication media varies in their ability to ___ the desired audience

answer

reach

question

t/f the advertising budget should remain the same throughout the course of the product life cycle

answer

false

question

ex. of long term strategies for building customer loyalty

answer

loyalty programs, contest

question

marketing refers to commercial activity in which business and charities form a partnership to market an image, product, or service for their mutual benefit

answer

cause related

question

mass media is used to reach large numbers some ex.

answer

tv, radio, national newspaper, outdoor billboard

question

when a company advertising is focused on information, persuading, or reminding consumers about the company offerings

answer

product focused advertising

question

__ is in some ways advantageous over traditional advertising in that it is more subtle and less aggressive in nature

answer

product placement

question

free sample and point of purchase displays are sales promotions designed to increase __

answer

short term sales

question

retailers will use ___ advertisement to ensure that their customer know about the arrival of new merchandice

answer

informative

question

identify the three types of advertising schedule

answer

pulsing, continuous , flighting

question

the __ is the backdrop for the ad and the __ refers to everything that appears on top of the backdrop

answer

background, foreground

question

advertising is a __ form of communication

answer

paid, mass

question

__ advertising is generally used during the early stages of a product's life cycle, it can also be used to inform customers of new product arrivals in the store

answer

informative

question

the Got Milk campaign was attempting to employ __

answer

institutional advertising

question

whenever a sales promotion is targeted at channel members, the firm is employing a __ strategy, when that same firm is employing a sales promotion targeted toward consumers themselves, it is a __ strategy

answer

push, pull

question

__ advertisement inform, persuade, and remind consumers about issues related to places, politics, an industry, or a specific corporation

answer

institutional

question

When an advertising firm decides to select a specific media mic, this is know as __

answer

media planning

question

a/n __ appeal focuses on feelings about the consumer's self

answer

emotional

question

each campaign's objective must be both __ and measurable.

answer

specific

question

in the selling process, potential customers are called ___, and their potential must be assessed, which is to __ leads of the potential customer

answer

prospects or leads, quality

question

personal selling is the two way flow of __ between a buyer and a seller that is designed to influence the buyer's purchase decision

answer

communication

question

the most important roles a salesperson has to play

answer

order taking, order getting, sales support

question

t/f the most successful salespeople view themselves as being successful if they make a particular sale or one transaction at a time

answer

false

question

a sales philosophy and process that emphasizes a commitment to maintaining sales over the long term and investing in opportunities that are mutually beneficial to all parties is __ which is heavily dependent on personal selling

answer

relationship selling

question

positive customer-salesperson relationship contribute to __

answer

profit maximization

question

although personal selling is an essential part of many firms __ strategy , it offers its own unique contribution to the 4 ps

answer

IMC

question

__ involves the planning,direction, and control of personal selling activities as they affect the staff

answer

sales management

question

the __ step in the selling process is to generate a list of potential customers and assess their potential

answer

first

question

__ is money paid as a percentage of sales volume or profitability

answer

commission

question

__ is a salesperson who identifies potential customers and engages them to make a sale

answer

order getter

question

personal traits for success in personal selling

answer

self motivation, empathy, optimism, personality

question

in the purchase of large ticket items, customers see the value and are willing to pay indirectly for the __ salespeople provide

answer

education and advice

question

the __ occurs prior to meeting the customer for the first and extends the qualification of leads procedure in the personal selling process

answer

preapproach

question

once background information has been obtained and the objectives for the meeting are set, the salesperson is ready for the __

answer

sales presentation

question

the personal connection is never over, even after the sale has been made, in a situation of __. buyer and seller have an ongoing interaction

answer

relationship selling

question

personal selling adds value by

answer

educating and providing advice, making things easier, saving the customer time

question

supply chain is also called __

answer

marketing channel

question

__ is the element of supply chain management that concentrates on the movement and control of physical products

answer

logistics management

question

when the marketing channel operates using a transaction orientation to satisfy their own objectives and maximize their own profit, the channel operates an a/n __

answer

independent marketing channel

question

which of the four ps is being addressed when retailers use point of purchase displays to stimulate sales

answer

promotion

question

the overall sacrifice a consider makes to acquire a product or service is known as _

answer

price

question

break-even analysis examines the relationship between ___

answer

cost, profit, price

question

the percentage change in the quantity of one product demanded compared with the percentage change in price in another product

answer

cross price elasticity

question

the equation for elasticity of demand is the percentage change in __ demanded, divided by percentage change in __

answer

quantity, price

question

a useful technique that enables managers to examine the relationship among cost, price, revenue, and profit over different levels of production and sales is called ____

answer

break even analysis

question

the point at which the number of units sold generates enough revenue to equal total cost

answer

break even point

question

a break even analysis graph contains__

answer

fixed cost, total cost, total revenue

question

there are multiple firms selling commodity like goods at the same competitive price

answer

pure competition

question

there are few firms that control the majority of market share

answer

obligopoly

question

there are multiple firms selling different products at diverse prices

answer

monopolistic competition

question

the percentage change int he quantity of one product demanded compared with the percentage change in price in another product

answer

cross price elasticity

question

the ration of change in a price and its effect on the quantity of the product demanded

answer

price elasticity of demand

question

when firms match specific competitors' price changes, it is know as

answer

status quo pricing

question

firms engaged in competitor orientation might use which strategies

answer

status quo pricing, competitive parity

question

customer orientation strategy increases value though

answer

setting prices to match consumer expectations, focusing on customer satisfaction

question

the 5 Cs of pricing

answer

competition, customer, cost, channel members, company objectives

question

consumers use which to judge value?

answer

price they must pay, benefits they might receive

question

firms that are less concerned with the levels of profit , and more interested in the rate at which profits are generated

answer

target return pricing

question

when 1% decrease in price results in less that 1% increase in quantity sold, demand is __

answer

inelastic

question

economic factors that have an impact in pricing include

answer

disposable income, discretionary income, unemployment rates

question

the greater the availability of substitute products, the __ the price elasticity of demand for a given product

answer

higher

question

products whose demands are positively related to one another are known as ?

answer

complementary products

question

occurs when a products intended for one market are sold in another market with lower price

answer

gray market

question

channel members include

answer

wholesalers,retailers, manufacturers

question

variable cost plus fixed cost equals

answer

total cost

question

variable cost per unit times quantity equals

answer

total variable cost

question

primary labor and materials are known as

answer

variable cost

question

products for which demand is negatively related are known as

answer

substitute products

question

sets the price to reflect the way the marketer wants consumers to interpret their prices relative to the competitors offerings

answer

competitor based pricing

question

approaches to setting prices that focus on the overall worth of the product offering as perceived by the consumer

answer

value based pricing

question

cost based methods do not recognize the role that __ play in the marketplace

answer

consumer

question

the impact of coupons on __ is questionable because the increase in sales may be offset by the price reduction

answer

profitability

question

marketers establish a floor price and a price ceiling for an entire line of similar products

answer

price lining

question

is the benchmark price against which buyers compare the actual selling price of the product

answer

reference price

question

if a firm sells the same product to different resellers at different prices, it can be considered

answer

price disrimination

question

offer short-term methods to focus on selected components of the 5 Cs

answer

pricing tactics

question

provide a discount by the manufacturer rather than the retailer

answer

rebates

question

reduces the invoice cost of the buyer pays the invoice prior to the end of the discount period

answer

cash discount

question

a firm sets a very low price for one or more of its products with the specific intent to drive its competition out of business

answer

predatory pricing

question

different basis for pricing strategy

answer

cost based, value based, competitor based

question

when a sellers advertise items for a low price without the intention of selling any of those items

answer

bait and switch

question

benefits of a market penetration pricing strategy

answer

gain market share, earn profit, discourage potential competitors, build sales

question

when consumers relish the challenge of getting the lowest price very time, retailers should usea __ strategy

answer

high low pricing

question

when a new product is introduced and consumers are willing to buy it at premium, the marketers should use __ pricing strategy

answer

price skimming

question

price discrimination consider illegal under the

answer

robinson patman act, clayton act

question

a strategy to build sales, market shares, and profits quickly

answer

market penetration

question

pricing reduction offered to channel members for featuring the manufacturers product in their IMC and promotional efforts

answer

advertising allowance

question

logistics management is an element of

answer

supply chain

question

supply chain management includes

answer

logistics, marketing channels

question

the key incentive for strategic relationship remains a higher __

answer

profit

question

types of vertical marketing systems

answer

corporate, administered

question

by streamlining distribution, firms can

answer

gain competitive advantage

question

the most common type of contractual vertical marketing system is __

answer

franchising

question

collects royalties, develops new products and services, does advertising

answer

franchisor

question

firms use __ to streamline their supply chains

answer

deliver inventory more often, hold minimal inventory

question

a __ vertical marketing system allows for a firm to own and control all of its supply chains

answer

corporate

question

a ___ vertical marketing system is one in which independent firms at different levels of the supply chain join together through signed agreeents

answer

contractual

question

relationships in a supply chain occur because the parties __

answer

want something form one another

question

a vertical system in which there is no common ownership and no contractual relationship, but the dominant channel member controls the relationship

answer

administered

question

firms that buy products from manufacturers and resell them to retailers are know as

answer

wholesalers

question

the sales department must coordinate its delivery promises directly with the __

answer

distribution center

question

a facility used for the receipt, storage, and redistribution of goods to company or customers

answer

distribution center

question

a __ relationship is one in which the supply chain members are committed to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial

answer

strategic

question

the independent members of a supply chain attempt to satisfy their own objectives and maximize their own profits, often at the expense of other memebers

answer

conventional supply chain

question

when supply chains are more closely aligned, conflicts are ___

answer

less likely

question

an intensive __ strategy is when the goal is to get the manufacturer's products into as many different outlets as possible

answer

distribution

question

one way to facilitate smart retail strategy is to use the

answer

4 Ps

question

a manufacturer allows only one retailer in a given territory the ability to sell its particular brand

answer

exclusive distribution strategy

question

to determine integration each retailer must address

answer

pricing, supply chain, brand image, integrated CRM

question

Share of __ refers to the percentage of a customers purchase made from a particular retailer

answer

wallet

question

an __ retailer refers to small full-line discount stores that offer a limited merchandise assortment at very low price

answer

extreme value

question

a type of food retailer consisting of a large supermarket in addition to a full line discount store. one stop shopping experince

answer

supercenter

question

the route or pathway that the product takes to get from the manufacturer to the retailer is known as

answer

channel structure

question

a _ retailer is one that offers an inconsistent assortment of brand name merchandise at low prices

answer

off-price

question

one benefit of consumers using the store channel for purchasing products is that it tends to give them a greater sense of confidence in what they are purchasing actually meeting their qualifications

answer

risk reduction

question

when manufacturers and retailers work together to sell products and or services in more than one channel

answer

multichannel strategy

question

struggle to provide an integrated shopping experience across all their channels, because unique skills and resources are needed to manage each channel

answer

multichannel retailers

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