question

is the coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or to promote an idea

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promotion

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promotion is viewed as the _________________________of marketing

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communication function of marketing

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integrated marketing communications should point out marketing elements such as ______________________________ and how these elements communicate with the consumer

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brand name package design price retail outlets

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MOST of an organization's communication with the marketplace takes place through a planned & controlled____________________________ This program combines elements of the promotional mix to provide consistent messages

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promotional program

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consists of the basic tools or elements that are used to accomplish an organization's COMMUNICATION objectives

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promotional mix

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_______________________________is any paid from of non-personal communication about an ORGANIZATION, PRODUCT OR SERVICE OR IDEA by an identified sponsor

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advertising

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is where there is communication from an unidentified sponsor ****identification is usually not an issue with advertising**** ******unless it is a political-issue advertisement which are advertisements that are generally sponsored by organization with dubious/questionable names**** ex:citizens for responsible government

answer

propoganda

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as a promotional tool, the _____________________________________are: ~cost-effective way of communicating with large audiences that are geographically dispersed ~valuable tool for creating and maintaining brand equity ~combined with other promotional tools to create support from other retailers&trade members ~ability to control the message (what, when, and how, something is said and where it is delivered----opposite of publicity bc they can't control these things)

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ADVANTAGES of advertising

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~the cost of producing and placing ads, especially television ads, can be expensive ~it can be difficult to determine the effectiveness of advertising ~credibility & image problems ~the huge # of ads creates clutter & consumers are not paying attention to the advertising they see/hear

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DISADVANTAGES of advertising

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the nature & purpose of advertising differ from one industry to another and depends on the situation, as does the role & function in the promotional program

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purpose of advertising

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common classifications of advertising to the consumer market include ___________________________________________ advertising as well as PRIMARY vs SELECTIVE demand advertising

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national retail/local direct-response

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includes short-term marketing activities that provide additional value/incentive to the sales force/distributors/ consumer and can stimulate IMMEDIATE sales

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sales promotion

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sales promotions are broken into 2 major categories: _________________________________________

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consumer-oriented & trade oriented activities

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examples include: rebates samples coupons contests

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consumer-oriented sales promotion activies

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examples include: trade show exhibits sales contests dealer pricing incentives

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trade oriented activities

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~provides extra incentive to consumers/middlemen to purchase a brand or stock&promote a brand ~appeals to the price sensitive consumer ~effects can be more directly measured compared to advertising

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ADVANTAGES of sales promotions

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~many forms of sales promotions do not help establish/reinforce brand image & short-term sales are often achieved with the expense of long-term brand equity(VALUE/WORTH) ~sales promotion clutter= consumers get bombarded with too many coupons, contests, sweepstakes, and other promotional offers ~consumers become overly reliant on sales promotion incentives ---> which then leads to the consumers undermining/damaging the development of favorable attitudes and brand loyalty ~promotion wars also can develop in industries=marketers will use sales promotion incentives extensively which leads too lower profit margins and makes it really hard to sell products at full price

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DISADVANTAGES of sales promotions

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marketing/advertising practitioners use the term_________________________________ to refer to sales promotion activities. Promotion in the book=an element of the marketing mix by which firms communicate with their customers **short-term nature**

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PROMOTION!!

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their is a difference

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public relations and publicity

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has a broader objective than publicity purpose: to establish and maintain a positive image of the company aka PR: management function that evaluates public attitudes it identifies public policies/procedures of an individual/ organization with the public interest executes a program of action to earn public understanding and acceptance

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public relations

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PR is often used to communicate with _____________ other than consumers. ex: lobbying(trying to influence pple on a issue) governmental officials is a PR activity

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constituents (voters/electors)

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important communications technique used in public relations only 1 of 7 tools that may be used

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publicity

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publicity is the non-personal communications about an organization, product, service, or idea that is not directly paid for or run under ____________________________sponsorship

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identified sponsorship

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credibility of publicity is higher than other forms of marketing communication low-cost method of communicating news value and generates word-of-mouth discussion among consumers

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ADVANTAGES of publicity

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lack of control over what is said, when it is said, where it is said, and how it is said (opposite of advertising-bc they can control these things) it can be negative as well as positive publicity

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DISADVANTAGES of publicity

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firms try to generate ________________________ for their offerings on an ongoing basis

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favorable publicity

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pioneering/new firms in the into stage of the product life cycle have an advantage of ___________________________________ which attracts media attention

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"newsworthiness"

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for many start-up innovators, publicity is essential because of its ___________________ cost

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low cost

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is direct, person-to-person communication where a seller attempts to assist/persuade (potential/prospective) buyers to purchase a company's product or service or to act on an idea

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personal selling

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It is the most effective promotional tool is the most expensive tool

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personal selling is the #1 tool

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-the direct contact between buyer and seller allows for more communication flexibility -message can be adapted to specific needs or to the situation of the individual customer -immediate and direct feedback -promotional efforts can be targeted to specific markets and customers who are the best prospects

answer

ADVANTAGES of personal selling

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-it is expensive with a high cost per contact -hard to consistent/uniform message delivered to all customers

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DISADVANTAGES of personal selling

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true or false: if it wasn't so expensive personal selling would be the preferred promotional vehicle for everything someone selling trident gum at checkout to a consumer would not be beneficial-but selling a new flavor of trident to walmart could help increase sales and would be considered beneficial by increasing sales

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true

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personal selling is normally associated with consumer contexts involving higher priced items like automobiles or real estate in virtually every business-to-business promotional effort the need for personal selling increases with the level of involvement in the buying context

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associated with high priced items

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generally as the cost, risk , and complexity of a situation increases the need for personal selling __________________

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increases

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Advertising and online marketing are great but in addition other promotional tools are important for organization's marketing mix directed to foreign or global markets examples of tools are:

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consumer and trade promotions publicity & media events public relations trade fairs personal selling

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the extent to which sales promotion is globalized or localized depends on the scale or scope of the ________________________ promotion being discussed

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sales promotion

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large global media events have been created to maximize company and brand ____________ around the world ***these type of events are produced by well-know/established companies whose products are marketed GLOBALLY***** ex: Microsoft launches window introductions with gala international media events

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exposure

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global events that are NOT created by marketers but profit from sponsorships are increasing due to the media attention that they receive ex:superbowl, olympics, & _______________________ events

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sports-related

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involves products and services that tie into movies, people, or events, of global recognition and populating "bask in the reflected glow" -they basically feed off of another company/product's brand image most common in the ENTERTAINMENT industry

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cross-marketing

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true or false: in-store promotions & trade promotions are more localized/adapted than products, services, or advertising

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true

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a major barrier to greater globalization of sales promotion activities is the differences in _________________________ across countries ****tools that are taken for granted in the US may be limited/forbidden in another country market***

answer

regulations

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trade fairs are more popular in Europe and other foreign countries than comparison too ________

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united states

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trade fairs present many benefits to MULTINATIONAL firms with ___________________ global benefit ex: ~identifying potential distributors for new markets ~introducing the company's latest products and models ~discovering industry trends and developments ~creating press coverage and media publicity, nurturing fledgling or building morale among local representatives

answer

increasing

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true or false: global companies often enjoy more opportunities for publicity than domestic-only companies this is bc their product roll-outs & market expansions raise more interest and interests more people countries companies individuals

answer

true

question

publicity is generally thought of as being ???? since ads are not created and media time is not purchased this is not true bc global companies have publicity staffs who spend a great deal of time and effort trying to stimulate/create positive publicity they do this by using prewritten news releases, photo opportunities, and interviews this can be costly goal:to gain control over nature and timing of publicity

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"free"

question

public relations (PR) departments are expected to put a positive spin on a ________________________ perceived action or event.

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negatively

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a company is trying to make a good impression by hoping their products displays: -affordability -choice -product quality -and will impact the consumer's life

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true

question

is the last marketing activity to be globalized due to one-on-one PERSONAL interactions between the buyer and seller

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personal selling

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this will be used when the goal of advertising is to get a direct sale ex: online, tv, & direct mail ads that communicate a direct appeal (BUY NOW) with a direct means to order (1-800-get-thin)

answer

sales objective

question

most advertisements have a ____________________ objective because advertising effects are in-direct in the short term ex: new product is advertised so that potential consumers can become aware of the brand

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communication

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increasing a consumer's _________________ will hopefully lead to an increased probability to purchase among the consumers who recognize the brand in a store

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brand awareness

question

recognize the ad when shown to them/you

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aided recall

question

recall the ad WITHOUT it being shown to them

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unaided recall

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percentage of people exposed to an ad who can: -recognize the ad -recall the ad -have awareness of the brand when given the product category -associate the brand with an particular attitude ex: HONDA AUTOMOBILES=RELIABLE

answer

COMMUNICATION OBJECTIVES

question

communication objectives are linked through marketing research to INCREASED sales over the ______________term

answer

long

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true or false: there are so many variables that affects sales in the SHORT run that we cannot use a sales objective.

answer

true

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"we know that half our advertising is wasted, we just don't know which half."

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saying

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how companies decide on how much money to spend when advertising

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advertising budgeting

question

used by smaller businesses simple&sets a limit on spending "whatever is left" = what is spent on ads not the best approach ex: if a company is entering new markets or is threatened by new competition then you may need to increase the money you spend on ads using the whatever is left method would not work well

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"all i can afford" method

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used by small firms simple method-most popular method/but also the worst method a % is applied to last years sales or the predicted sales ex: firm takes 10% of last years sales, but their is a downfall in the economy and sales fall this year . this could mean a cut in ads when you really need to spend more money on ads because this could help you get out of the problem -it could be a bad circle of ad budget gets cut-sales fall- and continue to decline

answer

percent of sales method

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budget is based on their competitors in the industry fails to connect the budget to what is needed from advertising

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competitive parity method

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objectives/goals of advertising are set first and then decide how you are going to go about in order to accomplish the objectives MOST EFFECTIVE advantages: connects advertising goal to the budget -forces planning/discipline -learn how to make advertising more effective in the long run disadvantages:time consuming hard to decide what is achievable costly ad budget no way to measure the ad's effectiveness large firms will use this method bc they feel comfortable spending the money and doing the research/seeing the results-small firms do not

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objective and task approach method

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is the like-ability of the ad itself =this will have a major effect on the consumer's decision on wether or not they should purchase a product

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ad affect

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an ad message needs to be consistent with the TARGETED market's interest and the BRAND'S position strategy -should only discuss/stress one concept (benefit) and take advantage of strengths

answer

ad message

question

selecting the advertising media mix for communication can be difficult due to _________reasons. the 3 reasons are -media fragmentation -increased clutter -critical-thinking consumers

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three

question

at any time-your targeted audience is split amongst hundreds of tv channels and thousands of internet sites----so its hard to target them all

answer

media fragmentation

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consumer are bombarded with ads/messages--so ads now have way more competition since they have become so prevalent

answer

increased clutter

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advertising is examined not immediately accepted-----authenticity is valued over all the hype

answer

critical-thinking consumers

question

true or false:you have to establish FREQUENCY AND REACH GOALS. to effectively choose which media mix tools to choose

answer

true

question

this type of goal=the number of different targeted audience members exposed to the ad at least once within a time frame (ex:month) #of pple

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reach goals

question

this type of goal=the number of times on average that the consumers are reached by the ad and then exposed multiple times #of times

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frequency goals

question

reach x frequency=

answer

impact

question

strength: timely interactive low cost$$ lots of info measurable(click-through rates) weakness: low attention viewed as invasion by consumers(pop ups) short message life

answer

internet

question

advantages: no competing causing clutter flexible repeat exposure relatively inexpensive$$ weakness: distractions non-selectivity of audience-don't get to choose creative limitations-grab attention quick ex:billboards

answer

outdoor

question

advantages: high audience selectivity color reproduction pass-along readership high attention disadvantages: long closing periods(ads have to be ready 4-6 weeks prior from being published) wasted circulation no guarantee of position with paying an extra fee$

answer

magazines

question

advantages: low cost$$ mass use audience selectivity way to reach low-income people disadvantages: low attention listener distractions audio only short life

answer

radio

question

advantages: uses senses-sight, sound, motion attention getting disadvantages: expensive$$ non-selectivity short message life

answer

television

question

advantages: audience selectivity flexible no competing clutter allows personalization disadvantages: high cost$$ low attention(viewed as junk-thrown out)

answer

direct mail

question

advantages: local coverage flexible&timely disadvantages: non-selectivity of audience short life expensive$$

answer

newspapers

question

is the process of providing SHORT TERM incentives to encourage purchases of a product/service -this offers the consumer a reason to buy now (coupon) -stimulates reseller effectiveness -sales promotions have grown due to the pressure to increase sales, increased competition in the market, and the declining efficiency of the other mass communication methods

answer

sales promotion definition

question

sales promotions should help: reinforce the product's position build long-term customer relationships

answer

rather than creating short term sales-sales promotions should:

question

marketers are avoiding ____________ pricing promotions & designing promotions that help build brand equity(value/worth) sales promotions are used with advertising, personal selling, or other promotion mix tools

answer

"quick fix"

question

offers/trial of a product most effective!!! most expensive$$ ^^^^best way to introduce new product though free-or small cost can be mailed, handed out, attached to another product, featured in ad, combined into sample packs

answer

samples

question

are certificates that give the buyer a savings when they purchase specified products -they promote early brands in the making & stimulate sales of mature brands -due to clutter companies are giving them out less and targeting them more

answer

coupons

question

cash refund offers -price reduction occurs after the purchase -you send proof of purchase then get refunded a portion of the purchase

answer

rebates

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gives consumer the chance to win something like cash, a trip, or goods-----this can happen by luck or through extra effort contest=consumers submit an entry to be judged by a panel that will select the best entries sweepstake=consumer submits name into drawing game=everytime they buy something they will be presented with something that may or may not help them win a prize

answer

contests, sweepstakes, and games

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-aka cents-off deals -offers consumers savings off of a regular priced product -price marked directly on the label/package -single pack sold at reduced price or two related products banded together and sold -very effective!!! BETTER THAN coupons on stimulating short-term sales!!!!!!

answer

price packs

question

-goods are either offered for free or at a low cost as an incentive to buy a product -may come inside the package, outside the package, or through the mail -advertising specialties aka promotional products are useful-they are printed with:advertiser's name, logo, or message and given as gifts to the consumer

answer

premiums

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displays and demonstrations that take place at the point of purchase/sale

answer

point-of-purchase promotions

question

true or false: manufacturers direct more sales promotion dollars towards retailer & wholesalers (78%!!) than in comparison to consumers (22%!!)

answer

true

question

many tools used for __________________________ promotions can also be use as a trade promotion

answer

consumer promotions

question

discount is offered on each case purchased during a stated period of time

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discount off the list price

question

(only so much off per case) if the retailer agrees to feature the manufacturer's products in some way advertising allowance: compensates retailer for advertising the product vs display allowance:compensates retailer for using a special display

answer

allowance

question

manufacturer offers this-they are extra cases of merchandise-and they are given to resellers who buy a certain quantity# or if they feature a specific flavor/size

answer

free goods

question

cash or gifts offered to dealers/sales force in return for them to "push" their products (manufacturer's goods to the consumer)

answer

push money

question

organized in order to help promote products-firms show their products here -vendors receive many benefits at a trade show: new opportunities for sale leads contact customers introduce new products meet new customers sell more to your existing/present customer educate customers with publications&audiovisuals -reach a lot of people that haven't yet been reached

answer

conventions & trade shows

question

contest for salespeople or dealers-----this helps motivate them to increase their sales performance in a time period motivate and recognize good company performers receive trips, cash prizes, or other gifts ex:movie/commercial we watched in class

answer

sales contest

question

rising marketing costs make it imperative that ___________________ loyalty is maintained over the long run 4-10x more expensive to obtain a new customer vs keeping an existing one

answer

customer loyalty

question

marketers target the ________________ bc they can hope that they will use their product/service for a lifetime

answer

YOUTH

question

strong relationships with your customers helps with fostering positive word-of-mouth (WOM) referrals which help attract ______________ customers vs unsatisfied customer= produces negative word of mouth=higher marketing costs

answer

new costumers

question

customer relationships are most important in the business to _______________ world where the stakes of each sale are HIGH and potential buyers is LOW ex: Boeing needs a good relationship with American Airlines proctor and gamble needs to maintain a good relationship with Walmart personal selling helps them develop&strengthen their relationship

answer

(B2B) business-to-business

question

The focus should be on improving the _____________________ rather than a particular sale in regards to B2B selling bc the stakes are high. -trust is critical -maintaing a good relationship is critical with all companies in order to keep an open door- today's non customer could become your most profitable customer in the future

answer

relationship

question

girl scout cookies used car focus is on "making the sale" repeat sale is unlikely dependence between buyer&seller is low

answer

transaction selling

question

focus is on helping the customer and building the relationship is a result repeat sales are critically important dependence between buyer&seller is high

answer

relationship selling

question

locating and qualifying prospects

answer

prospecting

question

planning a sales call

answer

the preapproach

question

making a good first impression

answer

the approach

question

present the value proposition uncovering&handling objections closing

answer

the presentation

question

checking-in with customer right after the order/solution/outcome is delivered

answer

the follow up

question

transaction & relationship selling methods should be very simple and follow the traditional sales process while the B2B selling method is very _________ and may be repetitive involving several meetings

answer

complex

question

this is true in regards to potential customers-if they don't feel they can trust you they will not give you the time of day-----help the customer rather than making a sale----make that your priority

answer

"people don't care about how much you know until they know how much you care"

question

he used this in both selling and teaching 1.learn 2.analyze/examine 3.teach learns about marketing concepts/or the business industry, looks over them and thinks about what will be most beneficial/applicable to his students/clients, finally he teaches and communicates the material to help us learn/or to help the clients

answer

consulting process(three-stage)

question

staying present in the moment focusing on that the client is literally saying sustaining/maintaining concentration "seek first to understand, before being understood" you do this to see if the customer even has the potential to be able to be helped by your company's solution

answer

effective listening

question

manager will back salesperson's request for flexibility if it will result in INCREASED sales and a BETTER relationship with the customer example: an old student of his was a sales person for Kelloggs -she recreated a huge giant-size tub of _______________ crackers for her Walmart customer--bc they realized they were loosing football tailgating sales to other super markets and caterers

answer

cheez-its

question

you have to ____________ your customer's assumptions-they hired you for a purpose----they want new insight and your expertise in a consultative & problem-solving role -ex: seven-eleven & consumer packaged goods company-----they say they are going to reduce their purchases----the CPG company comes back with saying what their competition is doing and that it is smart to be worried about excess inventory but worse to be out of stock and challenges them with how that will effect them

answer

challenge

question

you do this when offering a different point of view to customer in order to help them 1. assess problem 2. offer different perspective that challenges view 3. layout the case/solution--let the customer see return on investment or positive change if your solution (#2) works 4. Make it connect emotionally 5.convince them 6.offer a solution-why yours is better than theirs or other firms (your competitors) *****do not offer the solution until the nature of the solution is agreed****

answer

teaching a sales pitch

question

whats important: make sure your companies solution did what that company needed it to do and fulfilled its intended purpose make sure the customer is satisfied!!!no matter the solution type!! or how small/large the sales firm!!! this is how you build a relationship!! you will be seen as a trusted consultant rather than a salesperson ex:he helped broccoli grower (largest) gain new customers through advertising, and he never had to "sell" to them again bc he gained their trust

answer

.post-sales service

question

infrequent buyers who are trying to make _________________ purchases may be served well by social media

answer

simple

question

in the business to _______________ world it is NOT cost effective to use personal selling as a promotional tool social media can be used to communicate but advertising is good for persuading

answer

(B2C)business to consumer

question

facebook profile-company website-twitter feeds are all used to listen to consumers about what they have to say about the brand sometimes what a company is trying to reveal/convey about their brand is not being translated/heard by their consumers--via marketing solution:marketing can improve target audience needs to change fundamental/basic product change is needed

answer

social media can reveal things

question

HIGHER customer satisfaction with LOWER costs by managing customer ______________ issues in social media ***category leaders will be people who create positive customer experiences on the PRE and POST sales side*****

answer

support issues

question

kaldi's coffee-couldn't find parking--tricia zimmer ferguson tweeted back directions of where to park and that they would get a free coffee to help build a relationship

answer

RESPONDING IN REAL TIME

question

using pre-existing social networks~~self-replicating viral process~~~~~~video or audio clips(youtube)~~~~the best example is Hotmail "get your private, free email at http:/www.hotmail.com to spread the word(virus) and build the network" Barrack Obama used this method in 08' & 12' for his campaign to generate donations and organize volunteers

answer

viral marketing

question

#1) consumer to take action as a result of the message and to #2) forward he message (more effective to receive from friend rather than a company) they have had good success by providing something of value for FREE utilizing existing networks(youtube/facebook) expanding the company network by putting links on other websites-blogs-feeds-and programs

answer

2 goals of viral marketing

question

if you want someone to forward something you have to tap into their __________________________ the 6 emotions are: surprise joy sadness anger fear disgust

answer

emotions

question

wwf- world wildlife fund used snap to show that endangered animals are disappearing as quickly as snaps are disappearing -they combined meaningless selfies to something important(animals) -in addition they used a hashtag which got it trending on other social media platforms 2015 webby award winner

answer

viral example

question

marketing mix (for p's) is related to the type of buying decision

answer

product,place,price,promotion

question

priced low,intensively distributed, relies on advertising as promotional tool (ex:include chewing gum)

answer

routine buying decision/low-involvement goods

question

moderate price,selective distribution, balanced promotional tools coverage&sales effort some combination of advertising,sales promotion, and personal selling are used as the promotional tools

answer

limited buying decision

question

has a high price, exclusively/selectively distributed, personal selling promotional tool(ex:steinway piano)

answer

extensive buying decision/high-involvement goods

question

rolls royce-highest quality kia-lowest cost honda-middle

answer

execute product decisions and position

question

perceived as average--spot in the market open for a lower cost fast food restaurant--so taco bell tries to do that in order to increase sales and gain market growth-they expanded distribution & promotion

answer

taco bell

question

sell exclusively to william sonoma-prestige pricing- and have very selective distribution to maximize a sales push -no advertising but want publicity in a superior cook book-generate word of mouth-they dont want to cater to the general audience bc they won't pay the high price

answer

lochhead vanilla

question

laptop-not best price-not the best quality-but the value is good-limited buying decision-advertising-contests-find a good fit with promoting and pricing combination to create a demand

answer

manager

question

you have to know your customer's needs!!!! do not try to meet everyone's needs don't intensify the distribution process-take the growth process slow and focus on a SELECTIVE distribution strategy that compliments the brand's reputation and position disciplined but creative uber& airbnb?? peer-to-peer business model?? n

answer

SERIOUSLY!!

question

the most PERSONAL platform-it is pervasive (with you from the am to pm) & proximity (its always with you) no matter what strategy it needs to: reinforce the brand engage the consumer must feel consistent people click on their phone 150-200 times a day

answer

cell phone/mobile phone

question

the mobile has created deeper forms of brand loyalty and paths to ________________

answer

purchase

question

push notifications location based services sms coupons

answer

"mobile-only" tools

question

you can have a brick and mortar store presence and still utilized mobile phone opportunities for an integrated in-store experience ex: Macy's "magic fitting room" (virtually try on outfits) the mobile phone's BIGGEST impact is the influence they have over in-store sales ---they can help increase the average size of the orfer

answer

brick-and-mortar

question

the 4 principles include: permission relevance location convenience

answer

4 mobile principles

question

invite consumers to engage with the brand but do not INTRUDE

answer

permission

question

relate to needs of the CONSUMER

answer

relevance

question

create enough design/modular content serve location-relevant content new outreach

answer

location

question

removes the friction between desire and attainment (problem&solution) simple and direct-provide immediate solutions

answer

convenience

question

principles include: transparency & consumer choice essential if you are asking to use their location or personal directory (contacts, calendar, messages, etc)

answer

principles of mobile phone privacy

question

provide clear and meaningful notice to the consumer about what you are doing with their information that you have received

answer

transparency

question

offer your consumer control by giving them a choice, allow them to opt-in or opt-out so they can do what they are comfortable doing

answer

consumer choice

question

push notifications:works when people are not engaged in the app at the time ibeacons:tailored to location on campus in-app messaging: banner messages

answer

school app can inform people by using

question

the maturity stage of the product life cycle is associated with which of the following?

answer

D.) SALES PROMOTION

question

which of the following is associated with intensive distribution?

answer

B.) ROUTINE DECISION MAKING/ ADVERTISING

question

which of the following is most appropriate to use when the levels of product complexity and risk are extremely high?

answer

D.) PERSONAL SELLING

question

according to the book, prior to making a sales call, what is a key are of knowledge a sales person should possess?? a. a thorough knowledge of the company they represent, including its past history b. in-depth knowledge of the market for their merchandise c. accurate knowledge of the buyer or prospect to whom you are selling too d. all of the above e. two of the above

answer

D.) ALL OF THE ABOVE

question

according to the book, which of the following is a major objective of trade promotions? a. support advertising and consumer promotions b. serve as a reward for past sales efforts c. reduce manufacturer's inventories d. all of the above

answer

D.) ALL OF THE ABOVE

question

which of the following is associated with the seller being a long-term ally with the buyer????

answer

CONSULTATIVE SELLING-which is also the the same as a long term ally team leader business consultation

question

according to the book, which of the following is a potential problem of marketers depending on the use of sales promotion?

answer

A.) it might make it difficult to cut back on sales promotion without losing market share

question

this strategy involves personal communication

answer

AIDA attention-interest-desire-action

question

this advertising method is NOT cost effective

answer

pull-strategy

question

use compassion & humor with animals in their commercials

answer

Budweiser ads

question

d. Which one do students like best? i. Dos Equis (Most interesting man in the world) 1. Funny, good writing ii. Joel likes Carlton Draught 1. Suspenseful, creative

answer

peoples preferences

question

generally fear appeal ads are not effective

answer

cant be measured though

question

For routinely purchased products, it's not too difficult to increase likability and ___________________ favorability

answer

brand

question

Demonstration of products appeals to primary demand and early adopters; don't focus on demand

answer

true!!!!

question

4. Humor Appeal a. Are effective in particular for products in the mature stage of life cycle i. Want a connection to brand and product ii. Helps convert ad likability to product likability

answer

humor appeal is important when

question

Sometimes controversial ads can cause some negative publicity but might still effectively reach target market ex:hardees-sexualized

answer

controversial ads

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6. Outdoor Ads a. Giant Bic Razor cutting through the grass b. FedEx envelope t-shirt c. Karate ad punching crack in sidewalk

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outdoor ad examples

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this is the concept of designing/combining marketing activities- like advertising, personal selling, sales promotion, and public relations---in order provide a CONSISTENT message across all audiences is referred to as IMC

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IMC-integrated marketing communications

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target audience,stage of PLC, product characteristics, buyer decision stage, distribution channel strategy

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factors that affect your promotional mix decision:

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introduction:inform growth:persuade maturity:remind decline

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PLC STAGES AND GOALS

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financial, social, or physical risks **the higher the the risk, the greater the need for personal selling vs advertising!!****

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purchase risks include:

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you use this strategy when targeting channel members personal selling sales promotions

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push strategy:

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you use this strategy when targeting consumers/end users: advertising

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pull strategy:

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B2B: the goods/services are NEVER used for personal use/consumption doesn't matter the product just the reasoning for the transaction B2C:buying for your own benefit ex:buy gear to fix your mountain bike: b2c ford buys gear to fix a machine: b2b xerox buys soft drinks for its cafeteria:b2b u start a landscaping business and purchase a lawnmower:b2b************* us government buys anything: b2b**********

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difference between B2C and B2B

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only one option=so you pay a lot ex:caterpillar machines-buy certain parts

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inelastic demand

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interest in these products changes over time ex:stove top stuffing-easter candy-swimsuits seasonality, availability, pricing

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fluctuating demand

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1 in 9 americans work in sales 2nd largest category people spend 40% of their time persuading others or influencing/convincing them so many occupations involve selling: entrepreneurship, education, medicine

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statistics

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varying the intensity of an ad and its frequency & reach

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burst or pulse

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reliability, responsiveness, assurance, empathy, tangibles

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service quality attributes

joel poor-test #4-marketing-Spring 17′-chapter 10,11,12,13, and appendix – Flashcards

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